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Marketers planning to create more original content

Posted on Thursday 16th of February by amy

Content marketers are planning to create more original content and optimise their blog posts, news and videos for multi-device access in order to improve campaigns, according to a new in-depth study from research enterprise Clutch. Nine out of ten respondents said that the amount of content that they create is “important.”

Clutch polled 300 expert content marketers to get a better idea of how the discipline dovetails with search engine optimisation (SEO). It found that the two practices are intrinsically linked, as 79 per cent of marketers said that they use content primarily to improve brand visibility on Google and other search engines, while 21 per cent focus their efforts on lead generation.

“As far as SEO goes, without content, there are no rankings, and there is no opportunity to appear in results,” Rand Fishkin, the founder of SEO software company Moz, noted in the report. “[Content marketing … Continued

Topical content drives video consumption on Twitter

Posted on Tuesday 14th of February by Chris Lee

 

The use of topical content and text and subtitles to draw viewers’ attention are two of the main drivers for boosting brand performance for video on Twitter. The social media platform has released a new guide based on research to inform marketers and advertisers about the power of creative and targeted brand clips.

Twitter collaborated with Omnicom Media Group (OMG) to test 17 brands across a variety of markets using neuroscience techniques to track the brain activity of users clicking through content on their timelines. In a blog post detailing the results, Twitter Agency Research Manager Lisa Cowie revealed that these techniques were used to generate emotional responses, which are linked closely with personal relevance and purchase intent.

“The Twitter video study highlighted the power of a personally relevant medium like Twitter as a means of driving strong engagement with video content,” said Heather Andrew, CEO of consumer neuroscience … Continued

Product reviews popular with all generations on YouTube

Posted on Monday 13th of February by aimee

A new study by Influenster has examined the generational differences in video consumption to help content marketers optimise their campaign budgets and resources more efficiently. It found that younger viewers are much more likely to use YouTube every day, and their consumption habits are skewed towards unboxing and haul clips.

Influenster surveyed almost 8,500 people to determine how Gen X, Gen Y and Gen Z consume content and which platforms they gravitate towards when doing so. It is no surprise to see YouTube leading the way for video viewing, but the platform is particularly popular with Gen Z: 70 per cent said that they visit the site daily compared to just 35 per cent of Gen X.

Gen X, which is generally defined as those born between 1965 and 1980, are very keen on how-to videos, as 71 per cent said that they consume this content type. Additionally, 64 … Continued

Content marketers lukewarm to virtual reality

Posted on Thursday 9th of February by dave

Virtual reality (VR) has yet to take off in content marketing terms, according to a new report published by Yes Lifecycle Marketing, which showed that just eight per cent of brands are using VR in their ad campaigns. More than a third also revealed that they are either not planning to leverage VR or still have reservations about the computer-generated simulation tech.

At present, VR has also not caught the imagination of the general public, as a separate report by Forrester Research found that 42 per cent of digitally connected adults in the US don’t even know about VR headsets, while 46 per cent cannot envisage using the tech during their daily lives.

The fact that marketers are still lukewarm to VR suggests that the majority are doubling down on return on investment and being more pragmatic with their choices of tech and channels to optimise their campaigns effectively. … Continued

The best way to present your blog

Posted on Monday 24th of October by amy

If you want your blog to be successful, you will have to think about presentation. A strong layout, a regular posting schedule and carefully timed post promotion can be just as important as the quality of the posts themselves. 

How internet users take in information

From the moment that a user loads your blog, you have eight seconds to get their attention. The average user will only read for that length of time before deciding whether or not to continue. This means that the layout of the page has to make it easy for them to plunge straight in. A snappy headline should be followed by a subheader that elaborates on the central idea, or by a short introductory block of text. This should be treated as a sales pitch for the text that follows, tempting them to read more. 

 

 

Breaking up the text

Studies have found … Continued

Content conversion must fit the audience

Posted on Thursday 20th of October by shaun

Writers of online content know the challenges of creating conversions. For writers who produce content for profit-driven websites, this process can be even harder.

SEO expert Nikolay Stoyanov posits that content writers must understand the buyer’s intent in order to create effective articles. He outlines several ways to provide more effective content for websites.

First, articles will have a bigger impact on conversions if the content matches the purpose of the website. In other words, the articles must be connected to products or services being sold on the site. Most customers come to a website for a specific reason, and if those customers find unrelated content, then they may move on to another site.

Stoyanov next advises using honest reviews of the products and services on offer. If a product has flaws or is not the best on the market, then writers should not say that the product is perfect. … Continued

Using emotional appeal for blogging success

Blogging: giving your content emotional appeal

Posted on Monday 17th of October by shaun

You’ve got a blog up and running on your site, you’re making it topical, you’re making it useful, but your traffic still isn’t picking up and your conversion figures are static. What’s going wrong? The first question that you need to ask is: are you making your readers care?

Marketing is at its most powerful when it appeals to the emotions. If you want visitors to engage with your site, you’re going to have to give them an emotional reason to make that connection. Blogging is a great way to do this, but if you want it to be successful, you’ll need to learn which emotions get results and how to appeal to them.

Why focus on emotion?

A blog that appeals to readers’ emotions has two key functions:

Building trust – visitors become more likely to buy. Building value – visitors become more likely to share.

If these functions … Continued

Jason Duke and David Hobart debunk the 16 search myths of 2016

Posted on Tuesday 11th of October by dave

We asked some of our publishers and contributors what search myths they wanted answers to in 2016. We have put them to our CEO David Hobart and to world renowned SEO and founder of the.domain.name Jason Duke. Here are their responses. If there are other myths out there you would like an opinion on please pop them in the comments box and I will have them answered for you. 1. SEO is dead – discuss

Jason: SEO being dead is a question as old as SEO itself, yet we’re 20+ years on since those early halcyon days, and it’s still here. Sure, SEO has changed and adapted as search algorithms adjust and change, but SEO itself hasn’t gone away.

Here’s an interesting statistic from the Wolfgang Digital E Commerce Study 2016, that looked at Analytics from over 80 Million E Commerce sessions delivering over €230 Million in revenue.

“Google organic is the … Continued

Get Noticed With Apple News | Purecontent

Get noticed with Apple News

Posted on Monday 3rd of October by amy

If you want to get the content on your website taken seriously, reach a wide audience and be seen as an authority in your sector, nothing beats being listed as a news source. Traditionally, this has meant focusing most of your attention on Google News, but recently, Apple News has expanded its reach to an impressive degree. It’s now used by around 40 million people, and it’s still growing. This makes it well worth the effort. What do you need to do to make it work for you?

Why use Apple News?

Whether you’re an Apple aficionado yourself or you’ve kept your distance, it’s hard not to notice that Apple has something different going on from most of its peers: it has fans. A significant proportion of the people who use its products use them almost exclusively, refusing to engage with otherwise popular alternatives. This means that Apple has its … Continued