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5 Real Examples of Advanced Content Promotion Strategies

Il y a 19 jours

5 Real Examples of Advanced Content Promotion Strategies

Posted by bsmarketer

Content promotion isn’t tweeting or upvoting. Those tiny, one-off tactics are fine for beginners. They might make a dent, but they definitely won’t move the needle. Companies that want to grow big and grow fast need to grow differently.

Here’s how Kissmetrics, Sourcify, Sales Hacker, Kinsta, and BuildFire have used advanced content promotion tips like newsjacking and paid social to elevate their brands above the competition.

1. Use content to fuel social media distribution (and not the other way around)

Prior to selling the brand and blog to Neil Patel, Kissmetrics had no dedicated social media manager at the height of their success. The Kissmetrics blog received nearly 85% of its traffic from organic search. The second biggest traffic-driver was the newsletter.

Social media did drive traffic to their posts. However, former blog editor Zach Buylgo’s research showed that these traffic segments often had the lowest engagement (like time on site) and the least conversions (like trial or demo opt-ins) — so they didn’t prioritize it. The bulk of Zach’s day was instead focused on editing posts, making changes himself, adding comments and suggestions for the author to fix, and checking for regurgitated content. Stellar, long-form content was priority number one. And two. And three.

So Zach wasn’t just looking for technically-correct content. He was optimizing for uniqueness: the exact same area where most cheap content falls short. That’s an issue because many times, a simple SERP analysis would reveal that one submission:

…Looked exactly like the number-one result from Content Marketing Institute:

Today’s plagiarism tools can catch the obvious stuff, but these derivatives often slip through the cracks. Recurring paid writers contributed the bulk of the TOFU content, which would free Zach up to focus more on MOFU use cases and case studies to help visitors understand how to get the most out of their product set (from the in-house person who knows it best).

They produced marketing guides and weekly webinars to transform initial attention into new leads:

They also created free marketing tools to give prospects an interactive way to continue engaging with their brand:

In other words, they focused on doing the things that matter most — the 20% that would generate the biggest bang for their buck. They won’t ignore social networks completely, though. They still had hundreds of thousands of followers across each network. Instead, their intern would take the frontlines. That person would watch out for anything critical, like a customer question, which will then be passed off to the Customer Success Manager that will get back to them within a few hours.

New blog posts would get the obligatory push to Twitter and LinkedIn. (Facebook is used primarily for their weekly webinar updates.) Zach used Pablo from Buffer to design and create featured images for the blog posts.

Then he’d use an Open Graph Protocol WordPress plugin to automatically add all appropriate tags for each network. That way, all he had to do was add the file and basic post meta data. The plugin would then customize how it shows up on each network afterward. Instead of using Buffer to promote new posts, though, Zach likes MeetEdgar.

Why? Doesn’t that seem like an extra step at first glance? Like Buffer, MeetEdgar allows you to select when you’d like to schedule content. You can just load up the queue with content, and the tool will manage the rest. The difference is that Buffer constantly requires new content — you need to keep topping it off, whereas MeetEdgar will automatically recycle the old stuff you’ve previously added. This saved a blog like Kissmetrics, with thousands of content pieces, TONS of time.

He would then use Sleeknote to build forms tailored to each blog category to transform blog readers into top-of-the-funnel leads:

But that’s about it. Zach didn’t do a ton of custom tweets. There weren’t a lot of personal replies. It’s not that they didn’t care. They just preferred to focus on what drives the most results for their particular business. They focused on building a brand that people recognize and trust. That means others would do the social sharing for them.

Respected industry vets like Avinash Kaushik, for example, would often share their blog posts. And Avinash was the perfect fit, because he already has a loyal, data-driven audience following him.

So that single tweet brings in a ton of highly-qualified traffic — traffic that turns into leads and customers, not just fans.

2. Combine original research and newsjacking to go viral

Sourcify has grown almost exclusively through content marketing. Founder Nathan Resnick speaks, attends, and hosts everything from webinars to live events and meetups. Most of their events are brand-building efforts to connect face-to-face with other entrepreneurs. But what’s put them on the map has been leveraging their own experience and platform to fuel viral stories.

Last summer, the record-breaking Mayweather vs. McGregor fight was gaining steam. McGregor was already infamous for his legendary trash-talking and shade-throwing abilities. He also liked to indulge in attention-grabbing sartorial splendor. But the suit he wore to the very first press conference somehow managed to combine the best of both personality quirks:

This was no off-the-shelf suit. He had it custom made. Nathan recalls seeing this press conference suit fondly: “Literally, the team came in after the press conference, thinking, ‘Man, this is an epic suit.’” So they did what any other rational human being did after seeing it on TV: they tried to buy it online.

“Except, the dude was charging like $10,000 to cover it and taking six weeks to produce.” That gave Nathan an idea. “I think we can produce this way faster.”

They “used their own platform, had samples done in less than a week, and had a site up the same day.”

“We took photos, sent them to different factories, and took guesstimates on letter sizing, colors, fonts, etc. You can often manufacture products based on images if it’s within certain product categories.” The goal all along was to use the suit as a case study. They partnered with a local marketing firm to help split the promotion, work, and costs.

“The next day we signed a contract with a few marketers based in San Francisco to split the profits 50–50 after we both covered our costs. They cover the ad spend and setup; we cover the inventory and logistics cost,” Nathan wrote in an article for The Hustle. When they were ready to go, the marketing company began running ad campaigns and pushing out stories. They went viral on BroBible quickly after launch and pulled in over $23,000 in sales within the first week.

The only problem is that they used some images of Conor in the process. And apparently, his attorney’s didn’t love the IP infringement. A cease and desist letter wasn’t far behind:

This result wasn’t completely unexpected. Both Nathan and the marketing partner knew they were skirting a thin line. But either way, Nathan got what he wanted out of it.

3. Drive targeted, bottom-of-the-funnel leads with Quora

Quora packs another punch that often elevates it over the other social channels: higher-quality traffic. Site visitors are asking detailed questions, expecting to comb through in-depth answers to each query. In other words, they’re invested. They’re smart. And if they’re expressing interest in managed WordPress hosting, it means they’ve got dough, too.

Both Sales Hacker and Kinsta take full advantage. Today, Gaetano DiNardi is the Director of Demand Generation at Nextiva. But before that, he lead marketing at Sales Hacker before they were acquired. There, content was central to their stratospheric growth. With Quora, Gaetano would take his latest content pieces and use them to solve customer problems and address pain points in the general sales and marketing space:

By using Quora as a research tool, he would find new topics that he can create content around to drive new traffic and connect with their current audience:

He found questions that they already had content for and used it as a chance to engage users and provide value. He can drive tons of relevant traffic for free by linking back to the Sales Hacker blog:

Kinsta, a managed WordPress hosting company out of Europe, also uses uses relevant threads and Quora ads. CMO Brian Jackson jumps into conversations directly, lending his experience and expertise where appropriate. His technical background makes it easy to talk shop with others looking for a sophisticated conversation about performance (beyond the standard, PR-speak most marketers offer up):

Brian targets different WordPress-related categories, questions, or interests. Technically, the units are “display ads, but they look like text.” The ad copy is short and to the point. Usually something like, “Premium hosting plans starting at $XX/month” to fit within their length requirements.

4. Rank faster with paid (not organic) social promotion

Kinsta co-founder Tom Zsomborgi wrote about their journey in a bootstrapping blog post that went live last November. It instantly hit the top of Hacker News, resulting in their website getting a consistent 400+ concurrent visitors all day:

Within hours their post was also ranking on the first page for the term “bootstrapping,” which receives around 256,000 monthly searches.

How did that happen?

“There’s a direct correlation between social proof and increased search traffic. It’s more than people think,” said Brian. Essentially, you’re paying Facebook to increase organic rankings. You take good content, add paid syndication, and watch keyword rankings go up.

Kinsta’s big goal with content promotion is to build traffic and get as many eyeballs as possible. Then they’ll use AdRoll for display retargeting messages, targeting the people who just visited with lead gen offers to start a free trial. (“But I don’t use AdRoll for Facebook because it tags on their middleman fee.”)

Brian uses the “Click Campaigns” objective on Facebook Ads for both lead gen and content promotion. “It’s the best for getting traffic.”

Facebook’s organic reach fell by 52% in 2016 alone. That means your ability to promote content to your own page fans is quickly approaching zero.

“It’s almost not even worth posting if you’re not paying,” confirms Brian. Kinsta will promote new posts to make sure it comes across their fans’ News Feed. Anecdotally, that reach number with a paid assist might jump up around 30%.

If they don’t see it, Brian will “turn it into an ad and run it separately.” It’s “re-written a second time to target a broader audience.”

In addition to new post promotion, Brian has an evergreen campaign that’s constantly delivering the “best posts ever written” on their site. It’s “never-ending” because it gives Brian a steady-stream of new site visitors — or new potential prospects to target with lead gen ads further down the funnel. That’s why Brian asserts that today’s social managers need to understand PPC and lead gen. “A lot of people hire social media managers and just do organic promotion. But Facebook organic just sucks anyway. It’s becoming “pay to play.’”

“Organic reach is just going to get worse and worse and worse. It’s never going to get better.” Also, advertising gets you “more data for targeting,” which then enables you to create more in-depth A/B tests.

We confirmed this through a series of promoted content tests, where different ad types (custom images vs. videos) would perform better based on the campaign objectives and placements.

That’s why “best practices” are past practices — or BS practices. You don’t know what’s going to perform best until you actually do it for yourself. And advertising accelerates that feedback loop.

5. Constantly refresh your retargeting ad creative to keep engagement high

Almost every single stat shows that remarketing is one of the most efficient ways to close more customers. The more ad remarketing impressions someone sees, the higher the conversion rate. Remarketing ads are also incredibly cheap compared to your standard AdWords search ad when trying to reach new cold traffic.

(image source)

There’s only one problem to watch out for: ad fatigue. The image creative plays a massive role in Facebook ad success. But over time (a few days to a few weeks), the performance of that ad will decline. The image becomes stale. The audience has seen it too many times. The trick is to continually cycle through similar, but different, ad examples.

Here’s how David Zheng does it for BuildFire:

His team will either (a) create the ad creative image directly inside Canva, or (b) have their designers create a background ‘template’ that they can use to manipulate quickly. That way, they can make fast adjustments on the fly, A/B testing small elements like background color to keep ads fresh and conversions as high as possible.

All retargeting or remarketing campaigns will be sent to a tightly controlled audience. For example, let’s say you have leads who’ve downloaded an eBook and ones who’ve participated in a consultation call. You can just lump those two types into the same campaign, right? I mean, they’re both technically ‘leads.’

But that’s a mistake. Sure, they’re both leads. However, they’re at different levels of interest. Your goal with the first group is to get them on a free consultation call, while your goal with the second is to get them to sign up for a free trial. That means two campaigns, which means two audiences.

Facebook’s custom audiences makes this easy, as does LinkedIn’s new-ish Matched Audiences feature. Like with Facebook, you can pick people who’ve visited certain pages on your site, belong to specific lists in your CRM, or whose email address is on a custom .CSV file:

If both of these leads fall off after a few weeks and fail to follow up, you can go back to the beginning to re-engage them. You can use content-based ads all over again to hit back at the primary pain points behind the product or service that you sell.

This seems like a lot of detailed work — largely because it is. But it’s worth it because of scale. You can set these campaigns up, once, and then simply monitor or tweak performance as you go. That means technology is largely running each individual campaign. You don’t need as many people internally to manage each hands-on.

And best of all, it forces you to create a logical system. You’re taking people through a step-by-step process, one tiny commitment at a time, until they seamlessly move from stranger into customer.

Conclusion

Sending out a few tweets won’t make an impact at the end of the day. There’s more competition (read: noise) than ever before, while organic reach has never been lower. The trick isn’t to follow some faux influencer who talks the loudest, but rather the practitioners who are doing it day-in, day-out, with the KPIs to prove it.

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5 Important Factors For Ranking A Website

Il y a 19 jours

5 Important Factors For Ranking A Website

A lot of people want to know how to rank their website and for good reason. Having a high ranking website is important for increasing visibility online. Why would someone want to increase visibility online? That is simple. When more people see your product and click on your website then Google recognizes those clicks kind of like votes implying that your website has more value than other sites therefore should be ranked higher. Naturally, the more people who see your product then the more sales you will get. 5 major variables in ranking a website are: website host, page speed, proper on page optimization, high quality content, and relevancy.

Does it matter who hosts my website?

Yes and no. It is not so much a matter of who is hosting but what are they providing. At Simple SEO we personally do not host on our own servers because there is no point in us recreating the wheel. It is just not cost effective for us. We set out to find out who would provide the best options for us at the best price.

Why we chose Greengeeks Web hosting

We chose Greengeeks because they are environmentally responsible in their production, they offer great value with their hosting options, and they have established quality servers with optimal speed and very little downtime. Along with their top quality product, their pricing is very attractive and competitive for their shared hosting plan.

Below is a link to their shared hosting plan.

Greengeeks 

Greengeeks offers one shared hosting plan and it comes with lots of unlimited features like bandwidth and storage on SSD, they offer a free SSL certificate, PCI compliance and integrate with softaculous so you get the latest version of CPanel as well as one click installs with multiple software options and apps.

They boast having a 99.9% uptime which is fantastic! The last thing you want when you rely on your website is for it to go down. Down time means lost revenue and that is just not cool.

Greengeeks is environmentally responsible. Their platform is based on providing lightning fast website hosting services without causing harm to the planet. Often software production and management can have a major carbon footprint with producing electricity and having massive servers that need to be kept cool. Greengeeks thought of all these things and states that for every 1 Amp they pull from the grid, they invest three times that in the form of renewable energy via the Bonneville Environmental Foundation. Greengeeks is a company that wants to leave a lasting impact on not just the web server industry but on the globe to make it a better, more sustainable place.

That is something we at Simple SEO can get on board with.

Website Speed

Website speed has become evermore important as part of Google’s algorithm. Google is trying to provide the best user experience for searchers and there is nothing worse than trying to view something on a website it takes forever to load. Whether it takes forever to load pictures or there are multiple render blocking snippets or whatever it is, Google looks at all those things and determines that slow websites will result in a poor user experience; thus reduced rankings.

Why Is Site Speed Important?

Website speed is kind of like your first impression when someone goes to your website. If you have a brick and mortar business and a customer arrives and nobody acknowledges their existence and they sit for a long time waiting it can leave a bad taste in their mouth. In this day and age nobody likes to wait and this leads people to not want to buy. We live in a here and now culture and wait times on a website are equally as important as wait times in a building.

At Simple SEO we are a big fan of wordpress for multiple reasons but we won’t get into that today. If you have a self hosted website built on wordpress then you are in luck.

Our favourite tool to help with caching and web page load time is WP Rocket.

WP Rocket is a caching plugin for self hosted WordPress websites. While it is not easily found in the wordpress plugin listings, it is our favourite tool to make your website faster and improve the user experience. Whether you are a seasoned professional or a beginner then WP-Rocket is for you. It literally takes 3 minutes to set up and with a price point of $49 US /year for a single site, it is completely reasonable.

On Page Optimization

On page optimization is often overlooked but is crucial when it comes to getting your website ranked. People often talk about having backlinks and press releases or guest posts but those things are way more effective if you have a proper foundation set up. It’s like building a house like a funnel with the on page optimization being the narrow point at the bottom. It will easily topple over and in this case get outranked. You need a good base to build off of and having all your on page done properly is extremely important.

Image Optimization

Part of optimizing your website site pages includes making sure your images are the right size and compressing them properly. This can be really tedious so we highly recommend the plugin imagify. This plugin packs a punch and offers so much value and capability especially in the free version. You have a limited amount of images that can be optimized but for most small websites the free version is a great option. 

Image optimization can have a huge impact on not just your on page but also your site speed as well so imagify coupled with WP-Rocket is a recipe for success. The rest of your on page optimization also known as on page SEO is best done by an SEO expert. Things like making sure your headings are tagged properly, inbound/outbound link ratio is acceptable and site structure is set up properly are things that a tool can be helpful with but ultimately need a detail oriented human eye with a proper understanding of high quality technical SEO.

Content

Content is a big part of ranking due to the fact that when people come across your website it is what is on the page that engages them and calls them to take action. Google doesn’t like copyrighted content. Try not to use other people’s content unless you cite the original author. Even then, attempt to create original engaging content to avoid the risk of a Google penalty and lose your ranking position and traffic.

Relevancy

This has become an extremely important factor as of late because Google is trying to offer the best and most accurate search results possible. Part of Google creating a quality product means providing the right information when people are searching and having relevant information on your page increases it’s value. You can have amazingly well written content that is very engaging but if it is not relevant then Google will not show it in the top rankings.

For more information on ways to rank your website or if you are looking to hire an SEO Professional then contact us at Simple SEO.

Rank Your Website With Kelowna SEO

Il y a 19 jours

If you have a website and you want to make sure as many people see it as possible, you are going to want to invest in SEO services. Using SEO is a great way to drive more traffic to your site and ensure that more people see your website and use your service. It doesn’t matter how great your website looks, if people don’t see it you aren’t going to make the sales you need to stay in business.

kelowna seo


A good SEO service is going to increase the traffic to your site so you can build your brand and more people know about you. They also give you reports so you can see for yourself how your traffic is going. The SEO service is also going to ensure that your site ranks high in the search engine results.

It is important that people are able to find your site and they are much less likely to find your site if it isn’t on the first few pages of the search engine results. A good SEO service is going to make sure that your site is on the first page or two so potential customers can easily find your site.

Using an SEO service can help build your brand and you can enjoy more brand recognition when you work with an SEO service. They can also help you with social media. If you aren’t on all the social media sites you need to be because many people use social media as their main source of information and if you aren’t on social media you are going to be missing a lot of potential sales.

The SEO service can set up social media pages for you and they can also keep your pages full of content which is important if you want to have a successful social media presence. People will keep coming back to your social media pages if they are full of interesting information. There are lots of ways that an SEO service can help you and the service is worth the price because you are going to end up making more money and getting more customers when you use an SEO service.

It is important that people are constantly finding your website if you want to be successful and the SEO service is going to help you be more successful. You will have lots of people looking at your site and your traffic is going to go way up when you use an SEO service. When you get the monthly reports you can see how well the service is doing and you will start to see results pretty quickly.

The SEO service is a great way to get more traffic to your site and it is going to help you be more successful in your business. You might want to use an SEO service that doesn’t make you sign a contract because you don’t want to be locked into anything if the service doesn’t perform as well as you hoped.