Should you stay in-house or hire out? Cierra Loflin explains how to choose.
Do Your Landing Pages Meet The Standard?
In their latest policy change, Google announced that ads leading to pages with “intrusive advertising” will cause the ad to be disapproved. Matt G. Southern advises us to check for these things on our landing pages to prevent issues.
Discovered via Growth Marketing Weekly.
Prioritize These Content Marketing Strategies
It’s no secret that it’s easy to get caught up in lead capture as a content marketer. However, the reality is successful content marketing requires a holistic approach focusing more on brand and reputation building and less on everything else. Here are a few ways you can keep your priorities straight.
Measure The Best ROI
Are you wasting time measuring ROI on a single piece of content? In his TikTok, Chris Walker explains why it’s a better idea to measure success based on channel instead.
Create Truly Great Content
If your concerns about rankings, competition, and oversaturation are keeping you from creating great content, John Bonini offers some encouragement about why nothing is preventing you from doing it.
Content First, Traffic Second
In another LinkedIn post, John Bonini urges marketers not to get caught up in solely driving traffic. Here’s what he says to do instead: “build the scaffolding that will not only drive traffic but also works to build influence and loyalty with the right audience.”
Focus On The Long Game
What is the duration of your content marketing program? Derek Flint lays out 8 reasons why a short (1-3 years) approach will create a flawed strategy.
Extra Helpful Content On Google’s Helpful Content Update
In his LinkedIn post, Gaetano Nino DiNardi deconstructs Google’s Helpful Content update plus provides specific advice for marketers navigating the change.
Could you really just not do SEO? Josh Spilker thinks so. He explains when you shouldn’t and what you should do instead.
SaaS Marketers: Should Your Ads Include Software Screenshots?
Sam Kuehnle noticed something about product screenshots in ads: they have significantly lower click-through rates than those without product screenshots.
He offers 2 potential reasons:
Have you seen similar results? Sam also notes which types of ads are performing well.
A Warning Against Purpose-Washing
Purpose-washing: “appearing committed to a social issue without actively supporting it or, worse, acting in conflict with it.”
Kim Moutsos shares how to be genuinely purposeful instead here.
Discovered via Social Media Today.
Marketing Tips From Rand Fishkin
Rand Fishkin (formerly Moz, now SparkToro) has been publishing pearls of wisdom lately:
“99% of content marketing fails.” In this LinkedIn video, Rand offered a tactic to help you become strategic before creating content: ask, “who will amplify this and why?”
Next, Rand shared a 90-second story he calls “The Parable of the Pizzaria” as a cautionary tale on wasting marketing dollars on channels that claim credit (think Google, Facebook, Amazon, etc.). Not sure if a channel is taking credit or actually incremental? Try shutting it off for a while.
If you’re not following Rand on LinkedIn yet, you should, if only to learn and mimic how he’s using the channel to distribute insights and build thought leadership. Notice he’s taking articles SparkToro published in the past and putting together quick presentations that can be consumed right in the feed (aka zero click content). Way more strategic than simply dropping links to recently published blogs.
As a bonus I’m tossing in this 44-minute episode of the Marketing Revisited podcast with Liam Moroney, where Rand offered insights into ICP research, including how to “do audience research properly”.
Here are 2 SEO tips you can add to your strategy:
1. Don’t overlook low search volume keywords:
MJ Peters encourages marketers to take a chance creating SEO articles with low-volume terms that are relevant to your business. The payoff might be more than you expect (even if it’s a couple of months down the road).
2. Be patient:
Si Quan Ong asks the question, “How long does SEO take to show results?” According to LinkedIn and Twitter polls: Between 3-6 months. This Ahrefs article explains why.
Taking A Podcast / Conversation First Approach To Content Marketing
Justin Simon encourages creators to “get off the content creation hamster wheel” (creating content for the sake of creating content) and offers a 5-step process for creating a content repurposing engine.
Want to see how this could play out in real life? Over on TikTok, I shared a new approach to content creating that starts with real conversations (first, show guest experts, then social media audience members who react to what we are posting) and turning those insights into long-form articles.