Home / 2018 / May

Monthly Archives: May 2018

4 Tools to Find and Manage Influencers

Are you working with social media influencers? Wondering how to vet and recruit influencers? In this article, you’ll discover four tools to manage your influencer relationships. #1: Identify and Vet Influencers With Influence.co and Social Blade Influence.co is a tool that helps you easily find and connect with influencers who want to work with brands. [...]

The post 4 Tools to Find and Manage Influencers appeared first on .

Read More »

How to Inform Your Content Strategy Using SEO Insights

SEO Data Insights for Content Strategy

SEO Data Insights for Content Strategy

Marketers know that quality content and smart SEO are essential for driving toward their marketing goals, but that doesn’t mean success is easy to come by. With 53% of B2B marketers reporting their content marketing is only moderately successful, and another 23% reporting it as not at all or minimally successful, it appears that the majority of B2B marketers are struggling to see noteworthy results.

So, how can marketers improve their content marketing and achieve success?

The answer is in the data. More specifically, it’s in the insights you can glean from your data, especially SEO-related data.

Every marketer has access to this data. And it’s time to take that data, analyze it, and use it to inform your content strategy to create customized, relevant, and insightful content that is more valuable to your target audience. But knowing where to start on your data-informed and insight-driven content marketing journey isn’t always clear.  

To start creating more insight-driven content, search data can offer a gold mine of insights. Below we offer six SEO insights you can use to drive your strategy and results.

#1 - Nail down your audience’s search intent.

It's no secret that keyword data can tell you a lot about what your audience is on the hunt for. But it's the intent behind those search terms that really matters. Intent is what will enable you to create more valuable, “best answer” content for your audience.

For example, when looking in Google Search Console, if you see that one of your posts is ranking really well for a specific query, but has a low time on page, that could be an indicator that your content doesn’t match up with your audience’s intent. Because of this, your organic audience is probably bouncing from the page. If you can optimize that post to align with their search intent, you’ll likely increase the odds that they’ll stick around.

You can also use search intent to identify new content opportunities or gaps. When researching potential keywords in Google Keyword Planner or SEMrush, do your own recon and search the term in an incognito browser window. What content is ranking at the top for each query? What questions is it answering? What is so compelling about that page? (i.e. structure, video or other visual assets, etc.) Is there anything missing? Once you’ve analyzed what has made that page successful and helpful, you can apply those same tactics to your own content.

SEM Rush for SEO Research

#2 - Take advantage of older, high-performing content.

Both SEO and content are in it for the long haul. Your content needs to be long-living to maximize its SEO value and drive significant organic results. Plus, with frequent algorithm changes to search engines, what might have been a poor performer in the past could be your top piece of content in the future. Because of this, your existing content actually holds a lot of potential.

Using Google Analytics or Search Console, you can review the current keyword rankings, impressions, and clicks for your existing content. To draw insight from this data, you should ask yourself:

  • Are there any posts that have multiple page one rankings?
  • What is each page ranking for?
  • Which posts have the highest organic CTR or number of impressions?

These answers will help you surface your top performers that have the most SEO value. Once identified, you can link to those pages in future content to share that value and further boost your content’s organic performance.

#3 - Low volume doesn’t mean low value.

A common practice for marketers is to look to search volume data to determine target keywords and new content opportunities. Because search volume indicates the number of people searching for any given topic or question, it’s tempting for marketers to go after those searches with a high volume. Who wouldn’t want to capture all 500 monthly searches, right?

While it’s tempting to go after high-volume search terms, it’s not always the best choice. And with the rise of voice search, search queries are getting longer and longer.

When reviewing potential keyword targets, pay special attention to the long-tail variations of your short-tail topical areas to find the real questions people are asking (tools like answerthepublic.com are perfect for revealing this). Of the long-tail variations you identify, which ones have the least amount of competition? Is the estimated Cost Per Click high or low? This practice can help you find a niche, relevant keyword with a low competitive score that could be a quick, easy page one ranking that you didn’t have before.

Still want to go after those high-volume, competitive terms? We’ll walk you through how to rank for competitive keywords.

#4 - Review inbound links to find top performers.

Linking is an important component to any SEO strategy as it helps indicate to search engines that you are an authoritative and credible source of information. The better sites you have linking to your content, the better chance they have to rank higher in the SERPs. But what insights can it provide?

In looking the number of sources linking to your content, you can see which topics others find the most helpful, giving you a framework you should try to replicate in future content. In addition, you can create supporting blog posts that further promote or amplify your most linked to content. To see your inbound link data and check the credibility of the sites they originate from, try using Moz’s Open Site Explorer. If you want to quickly find your most linked to pages, use the Top Pages view of the tool as shown below.

Moz Open Site Explorer

#5 - Track the behavior of your search traffic.

Once someone finds you through search, what do they do next? Do they bounce? Do they complete a form-fill? In mapping the next steps your audience takes for each keyword group, you can better understand where they are in the funnel and customize additional content that helps move them from stage to stage.

To do this, use the Behavior Flow report in Google Analytics and filter your audience segment to organic traffic to see how your organic audience is navigating your site. Using this method, you can see which pages are bringing the most people in from search engines and where they go next. If you’re seeing incomplete calls to action or audience drop-off, this is where conversion rate optimization (CRO) comes into play.

Through CRO and A/B testing tools like Google Optimize or Optimizely, you can make small changes to your existing content (e.g. CTA placement, content length, etc.) and see what resulted in more conversions — micro or macro, depending on what stage of the funnel your content is aimed at.

As for what this means for your content strategy, you should look for what specific changes moved the needle or caused a dip in performance. Armed with the results, you can take what worked well and apply it to both your past and future content.

#6 - Uncover new content opportunities with in-site search.

If someone isn’t finding what they need on your site, they probably tried searching for it. This could mean you have a ripe content opportunity resting right under your nose. Make sure to regularly pull data from your own site’s internal search bar — you just may find a new keyword or topic you haven’t covered yet. If you’re uncovering a lot of potential opportunities with this method, prioritize them using the number of times someone used that search term.

Not sure where to find that information? Log into Google Analytics and click on the Site Search report listed under Behavior. Here you can view data on the search terms used, how often they’re used, and a host of other data points. Using data from our own Site Search report (see below), it looks like a blog template might be a good idea for a future post or downloadable asset.

Google Analytics

Stay Data-Informed & Insight-Driven

Believe it or not, data shouldn’t drive your content strategy. Data is open to interpretation, which is why marketers need to be data-informed, not data-driven. Digging into why something failed or took off is more important than tossing out a failed tactic or doubling down on a successful one. Without this analysis and insight, you could be making rash decisions that don’t produce the results you’re looking for.

Instead, content marketers need to use insights to inform their strategy, not create it. For more insight on how to use data to your advantage, check out these data-informed content marketing tips.

The post How to Inform Your Content Strategy Using SEO Insights appeared first on Online Marketing Blog - TopRank®.

Read More »

6 Tools for Social Media Content Inspiration

Need more ideas to fill the gaps in your social media posting calendar? Looking for tools to help? In this article, you’ll discover six tools and websites that will help keep your social media content interesting, timely, and relevant. #1: Discover Unofficial Holidays and Popular Events With Forekast Forekast is one of the best places [...]

The post 6 Tools for Social Media Content Inspiration appeared first on .

Read More »

Press Start and Get in the Game with the Ultimate Guide to Content Marketing

PRESS START. These two words, which routinely appear on the title screens of video games, present both a prompt and a promise. You won’t advance until completing this simple command, but once you do, a world of adventure awaits. You can “press start” on a brand new CMWorld experience by scrolling down and clicking into [...]

The post Press Start and Get in the Game with the Ultimate Guide to Content Marketing appeared first on Online Marketing Blog - TopRank®.

Read More »

How to Pin a Facebook Lead Ad to Your Facebook Page

Want to generate qualified leads from Facebook? Wondering how to make your email lead form what people see when they visit your Facebook page? In this article, you’ll discover how to use Facebook lead ads without spending any money. #1: Create a Lead Ad Via Ads Manager While Facebook doesn’t give you the option to [...]

The post How to Pin a Facebook Lead Ad to Your Facebook Page appeared first on .

Read More »

Be Like Honest Abe: How Content Marketers Can Build Trust Through Storytelling

How to Build Trust Through Content Marketing Storytelling

How to Build Trust Through Content Marketing Storytelling

Pardon me for telling the same old story once again ...

Storytelling is a fundamental staple of content marketing.

This isn’t news. It has become a central talking point throughout the business world, and one we’ve discussed quite frequently here on the TopRank Marketing Blog.

Compelling narrative is impactful for fairly obvious reasons: it captivates a reader, keeps them engaged, and tends to leave a lasting impression. The psychological power of storytelling has endured from ancient times, and outweighs any new technology or tactic that comes along.

But one of the less-discussed benefits of storytelling might be among the most important in today’s context: it builds trust with your customers and prospects. Today, we’ll examine how this dynamic works and why every marketer should be on board.

Storytelling Was Abraham Lincoln’s Greatest Strength

Abraham Lincoln, President and Storyteller“Four score and seven years ago…”

With these six words, Abraham Lincoln launched the Gettysburg Address, one of the most famous speeches in American history. He set up a persuasive argument in favor of human equality by calling to mind the nation’s origins, and the principles that formed its foundation.

Last year at Quartz, Dacher Keltner wrote about how good leaders tell stories that make people trust them with power, citing Lincoln as a prime example.

Keltner suggested that the 16th president’s “ability to shape moving narratives about the Civil War and the organizing principles of the United States was … crucial to navigating the fractious politics of his presidency.”

Modern marketers are not tasked with bridging a divided country, but we do face an uphill battle in this crowded, fractured digital setting. And with trust toward media, organizations and institutions diminishing, stories present an underrated vehicle for fostering connections and establishing credibility.   

Lisa Saffran, who teaches Storytelling in Public Health at the University of Missouri, explains that storytelling injects an element of humanity, which might be particularly helpful for B2B companies:

“Human beings are primed to tell stories but also to listen for the person behind a story being told. Storytelling, whether it’s reporting the news or writing a memoir, involves the active selection and ordering of some information and the omission of other information. Principles of selection inform what questions we ask and which answers we might receive. This directing, ordering and selecting reflects a human consciousness at work, a person with beliefs, assumptions and suspicions.”

Everywhere you look, the tactic is becoming more ingrained.

[bctt tweet="With trust toward media, organizations and institutions diminishing, stories present an underrated vehicle for fostering connections and establishing credibility. - NickNelsonMN #ContentMarketing #Storytelling" username="toprank"]

Stories Are Growing More Ubiquitous

Every content creator should consider themself a storyteller. When we write, we are invariably sharing a story: about our solution, about our customers, about the pains we can help solve. And the integration of narrative is extending beyond marketing copy.

Sales professionals are incorporating stories into their presentations and pitches. Companies use stories to attract quality talent. The video marketing movement is largely driven by storytelling and its innate resonance, reflected by the rapid growth of ‘Stories’ on social media platforms.

When people hear or see stories, their brains light up in different ways, tapping both the rational and emotional areas. Tying multiple pieces of information together in a coherent, chronological, and — above all — relatable way makes the message far more affecting. The content suddenly becomes experiential instead of merely educational.

It’s also what an audience craves. As Rachel Gillett wrote for Fast Company:

“Our brains are insanely greedy for stories. We spend about a third of our lives daydreaming–our minds are constantly looking for distractions — and the only time we stop flitting from daydream to daydream is when we have a good story in front of us.”

We can satiate this appetite by putting a good story in front of the people we want to reach. But it’s not that simple.

When it comes to building influence through storytelling, there are a few considerations worth keeping front-and-center.

[bctt tweet="Tying multiple pieces of info together in a coherent, chronological, & relatable way makes the message far more affecting. The content suddenly becomes experiential instead of merely educational. - @NickNelsonMN #ContentMarketing #Storytelling" username="toprank"]

How to Maximize Storytelling as a Trust-Building Tool

Stories serve many purposes in marketing. In our current environment, building trust may be the most vital among them. If this is the goal, make sure you adhere to these imperatives.

#1 - Be Genuine, Authentic, and Transparent

Lincoln didn’t gain the nickname “Honest Abe” for nothing. Despite his physique, the gangly 6-foot-4 politician didn’t have a reputation for spinning tall tales (at least not in misleading ways).

Storytelling backfires when it strikes people as false or disingenuous. Share real anecdotes and back them with third-party evidence or quotes. Telling hard truths, even if it means acknowledging a shortcoming in your business, can be tremendously beneficial in the long run.

Even more than being true to the facts, you must be true to yourself, and your brand.

In his book, All Marketers are Liars, Seth Godin lays this out this first tenet of telling a great story:

“A great story is true. Not true because it’s factual, but because it’s consistent and authentic. Consumers are too good at sniffing out inconsistencies for a marketer to get away with a story that’s just slapped on.”

[bctt tweet="A great story is true. Not true because it’s factual, but because it’s consistent and authentic. - @ThisIsSethsBlog #ContentMarketing #Storytelling " username="toprank"]

#2 - Make It Meaningful to Your Audience

You know who you’re trying to reach. Hopefully you know a fair amount about them and their circumstances. When crafting a story, you must ask yourself if there’s a relevant hook that will make it applicable for them personally.

As Ashley Zeckman has written here in the past: “Your customers should be able to see themselves in the story that you are telling through content.”

This dynamic makes case studies, customer testimonials, and content featuring industry thought leaders and influencers — featuring first-person perspectives from businesses very similar to the ones you target as prospects — tremendously powerful.

But even beyond that, it’s crucial to outline situations, scenarios, and challenges that your audience can relate to. Empathy is essential to gaining trust.

[bctt tweet="Your customers should be able to see themselves in the story that you are telling through content. - @azeckman #ContentMarketing #Storytelling" username="toprank"]

#3 - Implement Recurring Themes

As you can tell from the opening sentence of this post, and many of the links scattered throughout, this is not the first time we’ve discussed storytelling on this blog. But we only continue to focus on it because of its critical importance in content marketing today. And hopefully this ongoing emphasis helps crystallize this significance.

There’s an actual psychological phenomenon behind this: our brains give preference to the familiar. Once a seed or idea has been planted through effective and memorable narrative, people are more likely to notice and internalize it going forward.

In other words, telling the “same old story” isn’t such a bad thing, so long as you can find new angles and dimensions to explore. A robust, ongoing, expanding narrative has the capability to continually reinforce trust and confidence.

[bctt tweet="Telling the “same old story” isn’t such a bad thing, so long as you can find new angles and dimensions to explore. - NickNelsonMN #ContentMarketing #Storytelling" username="toprank"]

What’s Your Story?

via GIPHY

As you contemplate your brand narrative and how you’ll present it going forward, I encourage you to keep these three cornerstones in mind: authenticity, relevance, and familiarity. When storytelling incorporates all three elements successfully, it can build trust in ways unparalleled by other methods.

Storytelling can not only build trust, but also influence with your audience. Check out our post Cracking the Code: 3 Steps to Building Influence with Content Marketing for actionable tips and insights.

At TopRank Marketing, storytelling is a core component of our content marketing approach. Give us a shout if you’d like to hear the whole story.

The post Be Like Honest Abe: How Content Marketers Can Build Trust Through Storytelling appeared first on Online Marketing Blog - TopRank®.

Read More »

How to Retarget on Facebook and Instagram With Dynamic Product Ads

Want to retarget website visitors with ads for products they viewed but didn’t purchase? Wondering how to set up dynamic product ads for Facebook and Instagram? In this article, you’ll discover how to remarket to website visitors with dynamic product ads using Facebook Ads Manager. What Are Dynamic Product Ads? Dynamic product ads let you [...]

The post How to Retarget on Facebook and Instagram With Dynamic Product Ads appeared first on .

Read More »

Making Market Forces Work for You: A Q&A With Product Positioning Pro April Dunford

If your product isn't positioned right, nothing will be. We asked product positioning expert and CTAConf 2018 speaker April Dunford our burning positioning questions to learn how to "turn market headwinds into tailwinds" and set each future launch up for success.

Read More »

Facebook Testing Influencer Marketing Search Engine

Welcome to this week’s edition of the Social Media Marketing Talk Show, a news show for marketers who want to stay on the leading edge of social media. On this week’s Social Media Marketing Talk Show, we explore Facebook testing a search engine for influencer marketing, Instagram’s new Mute option, and other breaking social media [...]

The post Facebook Testing Influencer Marketing Search Engine appeared first on .

Read More »

Digital Marketing News: Preferred Platform Study, B2B Influencers & Blockchain For Marketers, & Travelers Turn To Instagram

Social Media Marketing Update: Preferred Platforms and Content Types in 2018 A multitude of the latest trends in social media marketing have been detailed in a new report from Social Media Examiner, revealing that Instagram has surpassed a declining Twitter in overall popularity, while B2B marketers continue to prefer LinkedIn. MarketingCharts Study: Millennial travelers’ Instagram [...]

The post Digital Marketing News: Preferred Platform Study, B2B Influencers & Blockchain For Marketers, & Travelers Turn To Instagram appeared first on Online Marketing Blog - TopRank®.

Read More »
css.php