Marketing Glossary
Content Optimization Mistakes to Avoid
Your content needs to be well-optimized for the search. From keywords to the ideas you share in your content, everything matters.
Search Engine Land contributor Himani Kankaria has shared 17 content optimization mistakes affecting ROI.
She says, “Now that SEOs have the budget for content optimization and know how to optimize content (even for featured snippets), let me showcase the mistakes that happen directly or indirectly when planning and implementing content optimization.
I was able to find 17 of them. Let’s get straight to it.
1. Missing out on the audience research
The biggest mistake while optimizing content is not considering for whom this content needs to be. If the audience reading your content is not right, how can you expect ROI?
Every business and industry/segment has different audiences that read the content.
For example:
The publishing industry
A publishing site like Search Engine Land would target the audience such as:
- SEOs at all levels (entry, intermediate, experienced, managerial) to learn and inspire.”
Content for Humans or SEO? [Video]
MarketingProfs has published a new video ‘Content for Humans or SEO? These 5 Steps Make It Easy To Do Both!’.
The MarketingProfs team says, “Marketer, should your content target human readers… or SEO robots?
Ryan Morgan, Digital Marketing Strategist at swell Digital, says great content can do both—and should do both!
Ryan shares his 5-step process to creating optimized content that addresses your audience’s desires… while also improving your SEO rankings.”
Create Better Landing Pages with These Tools
Landing pages convert more traffic as they are focused on one goal or call to action by providing information about a specific offer or item.
Search Engine Journal contributor Darrell Williams has published an article highlighting seven useful landing page builders for 2022.
He says, “Landing pages play a crucial role in segmenting, iterating, and ultimately optimizing the user experience to improve campaign performance.
Here are seven of the best landing page builders out there, and why each one is worth checking out.
1. Unbounce – Best For CRO
Unbounce is in a league of its own for optimizing traffic.
Several features focus specifically on conversion rate optimization. Furthermore, over 100 and 25 pre-made responsive templates exist.
Setting up several landing page variants to gauge performance is effortless with Unbounce.
However, one of the most powerful features Unbounce offers is the AI-powered feature called Smart Traffic.
Smart Traffic applies dynamic visitor attributes to redirect traffic to the highest converting landing page variant.”
Common Facebook Ad Mistakes to Avoid
To make your Facebook ads work for you, it is important to design them in a way that your target’s attention can be captured and they are persuaded to take an action.
Social Media Examiner contributor Anna Sonnenberg has published an article highlighting nine common Facebook ad mistakes and how to fix them.
She says, “In this article, you’ll discover nine common Facebook ad mistakes and learn how to fix them to reach your goals.
#1: Using an Inefficient Account Structure
Facebook Ads Manager has a built-in structure that organizes your account based on campaigns, ad sets, and ads. But if you don’t have a consistent system for building campaigns and naming elements, your ad account can quickly become disorganized and inefficient.
Best Practices for Building Facebook Ad Campaigns
Each campaign needs at least one ad set and one ad. Although it’s often a good idea to create multiple ad sets and ads for each campaign, it’s important to publish only as many as necessary.
The Facebook ads algorithm optimizes performance at the ad set level. For an ad set to achieve stable performance and leave the learning phase, it needs about 50 optimization events over the course of a week.”
Content Comes First: Transform Your Operations With DAM, June 7 [Webinar]
When it comes to promoting and selling products, content is the beginning of everything. The demand for content management is greater than ever as customers receive information across an ever-increasing number of channels.
Search Engine Journal is hosting a webinar ‘Content Comes First: Transform Your Operations With DAM’ on Tuesday, June 7, 2022.
The BigMarker team says, “Join Leah Carlson, Sr. Manager, Global Content and Technology at McCormick & Company, Inc. and Jake Athey, Vice President of Marketing & Sales at Acquia, as they discuss the challenges, opportunities, and lessons learned through McCormick’s DAM journey.
We’ll cover:
- How to embrace a pilot-first approach to new technologies
- End-to-end content operations for product content
- A DAM ROI calculation.”
Creating Value Through all Email and Mobile Touchpoints [Webinar replay]
MarketingExperiments has made available the replay of its webinar ‘Beyond Advertising: Creating Value Through all Email and Mobile Touchpoints’.
Watch the replay to learn the following:
- The five forces of change affecting marketing and advertising
- Insights, ideas and frameworks for adapting to how mobile technology has changed brands relationships with customers
- How to challenge entrenched mental models of email and mobile marketing and advertising, including example pioneering customer-first marketers are taking.
Beyond Advertising: Creating Value Through all Email and Mobile Touchpoints
Creative Marketing: Does it all make sense? [Podcast]
MarketingSherpa has published a new podcast episode ‘Creative Marketing: Does it all make sense?’ featuring Carlo Cavallone, Global Chief Creative Officer and Partner, 72andSunny.
Daniel Burstein says, “What is a truly great creative idea? In art? In music? In marketing?
It taps into something deep in a person. Makes them think, “yes, that’s it!” Essentially, the artist helps us better comprehend this innately complex experience we call life.
Sound too deep for you? Are you thinking, “hey, Dan, I’m just trying to sell some toasters” or “get some leads?”
Well, you’re doing much more than that. You’re trying to show the right person the value of taking an action that has a cost to them. And you’re trying to reach them while they’re trudging through a blizzard of information.
Science can help. But so can art and creativity. And to be that marketing artist, to help find and execute that truly great creative idea, takes work.
Tune in to the latest episode of the How I Made It In Marketing podcast to get some insights and inspiration for the hard work of creativity.”
Content Marketing Writing Secrets: Better, Stronger, Faster [E-book]
Content Marketing Institute has published a new e-book ‘Content Marketing Writing Secrets: Better, Stronger, Faster’ to help you improve your content marketing.
The CMI team says, “Mastering content marketing writing takes time and practice. No magic formula can guarantee creative ideas. No technology automatically turns rough drafts into polished content that keeps audiences hanging on your every word and asking for more.
But you can improve. The systems, exercises, and tips in this guide – gathered from successful content marketing writers – will help you:
- Sharpen your storytelling
- Speed your writing process
- Strengthen the impact of every word
- Sway your readers to the actions you want them to take
- Subdue even the toughest writer’s block.”
Content Marketing Friday Forum, August 12
Content marketing helps you improve your authority among the target audience and boost sales.
MarketingProfs is hosting ‘Content Marketing Friday Forum’ on Friday, August 12, 2022.
The MarketingProfs team says, “Ready to up your content-marketing game? Register to attend our Content Marketing Friday Forum and you’ll get three educational sessions, live Q&A, and resources.
Can’t make it on August 12? Don’t worry. Sign up and you’ll receive on-demand access for 90 days after the event.”
Content Marketing Strategies for Better SEO Performance
Your content plays a vital role in securing higher Google rankings. With quality content and right keyword selection, you can drive more traffic.
Search Engine Land contributor Corey Patterson has shared three 3 content marketing strategies to support SEO success.
He says, “Here are three effective content strategies Lightfoot recommends marketers enact to support SEO success.
1. Identify user intent
“Intent is the purpose behind the [user’s] search,” Lightfoot said. “There are four buckets to understand and nurture when it comes to your strategy.”
The four areas of user intent he identified relate to specific content or services searchers are looking for. They are as follows:
- Informational: Searchers looking for information, such as an answer to a question.
- Navigational: Users looking for a specific website.
- Commercial: People researching a product or service.
- Transactional: Those who are searching for products or services to purchase.”