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Curated by Belinda Suvaal
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Google Updates Its Page Layout Algorithm To Go After Sites “Top Heavy” With Ads

Google Updates Its Page Layout Algorithm To Go After Sites “Top Heavy” With Ads | Inbound Marketing | Scoop.it
Google’s head of search spam, Matt Cutts, announced that Google has released a refresh of its Page Layout Algorithm. The filter, also known as the Top Heavy algorithm, downgrades the ranking of a web page with too many ads at the top or if the ads are deemed too distracting for users. Cutts said the algorithm […]

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Background On & Recovering From Top Heavy

What is the page layout algorithm? As we quoted from Google originally:

We’ve heard complaints from users that if they click on a result and it’s difficult to find the actual content, they aren’t happy with the experience. Rather than scrolling down the page past a slew of ads, users want to see content right away.

 

So sites that don’t have much content “above-the-fold” can be affected by this change. If you click on a website and the part of the website you see first either doesn’t have a lot of visible content above-the-fold or dedicates a large fraction of the site’s initial screen real estate to ads, that’s not a very good user experience.

Such sites may not rank as highly going forward.

See also our original article for when Top Heavy was first released, for advice about how a site that’s caught may have to wait until the next release for any changes it’s made to restore rankings.

We have not seen many complaints within the SEO community around February 6th or 7th about any update like this, which suggests it impacted fewer sites than when Google updates other filters like the Panda or Penguin algorithms.

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"Inbound Marketing Made Easy" - een 2 min. explanimation van 98 To Go

Belinda Suvaal's insight:

Leuk (promo)filmpje van een inbound marketing agency. In 2 minuten krijg je een idee van wat inbound marketing is.

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Google Warns German Webmasters That Paid Links Violate Google's Guidelines

Google Warns German Webmasters That Paid Links Violate Google's Guidelines | Inbound Marketing | Scoop.it
Google head of search spam Matt Cutts posted on Twitter this morning another stern warning to German webmasters about a link penalty looming for them. Matt Cutts tweeted: A reminder (in German) that paid links that pass PageRank violate our guidelines: http://t.co/u1MpvL7kh4 — Matt Cutts (@mattcutts) February 3, 2014   The blog post is written […]
Belinda Suvaal's insight:

De Google politie zit achter betaalde en onnatuurlijke links aan. In actie komen dus, voordat ze bij jou op de stoep staan.

 

http://www.sagamore.nl/google-penalty-betaalde-links/

 

1. Linkprofiel van de website analyseren, dit regelmatig (laten) doen. 

2. Slechte links verwijderen

3. Lukt dat niet, de disavow tool (Google Webmaster Tools) gebruiken.

4. Linkbuilding strategie aanpassen met focus op kwaliteitslinks 

 

 

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Zoektermen - Sagamore Marketing

Zoektermen - Sagamore Marketing | Inbound Marketing | Scoop.it
Zoektermonderzoek doen we om content vindbaar te maken op het web, maar ook voor inzicht in zoekgedrag van doelgroepen. Goede content is relevante content.
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Marketing Automation Is Not Marketing Strategy

Marketing Automation Is Not Marketing Strategy | Inbound Marketing | Scoop.it
Marketing Automation Is Not Marketing StrategyBy Ruth P. Stevens | Posted on February 07, 2014  Too often these days, I hear B-to-B marketers mouth claims like, "We got this new [fill in the brand] automation tool, so now we can reduce headcount." Or, "Once this automation system is installed, it will take our marketing to the next level." This worries me. Marketers sometimes see automation as a silver bullet. But it's only a tool. Marketing automation doesn't identify your best target audiences. It can't develop value propositions. No way will it make the tough decisions among competing investment options. I'm reminded of Mike Moran 's great book title, Do It Wrong, Quickly.In other words, marketing automation doesn't work without strategy.

Remember ten years ago, when CRM came along? Déjà vu all over again, to echo Yogi Berra . Marketers thought that the new CRM software would solve their customer service and customer retention problems. Expectations dashed. Not only was it a nightmare to get up and running, the software served only to automate the processes—good or bad—that companies already had in place.

 

0Even the marketing automation software vendors themselves recognize the importance of strategy, for their own success, as well as that of their clients. Think about it: If their clients can't get the value from the software, their revenues are going to be impacted.

So education campaigns are underway. Marketo, for example, sponsored

 

a compelling study by Sirius Decisions that explains the importance of a strong process in driving results when using marketing automation software. Their data shows that companies using automation combined with a reasonable lead management process—inquiry generation, qualification, nurturing and hand off to sales—produced four times the sales volume of companies with automation but with weaker processes.

Eloqua, too, makes a strong case for strategy in its guide, "6 Pitfalls to Avoid in Your Marketing Automation Journey," which contains the important reminder to avoid putting "too much focus on technology, and not enough focus on buyers."

So, what should we be doing with automation, to ensure its success? Three things come to mind.

 

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Why Companies Need to Analyze Inbound Marketing Content

From: Marketingprofs

Full article: http://www.marketingprofs.com/opinions/2014/24272/why-companies-need-to-analyze-inbound-marketing-content

 

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Customer-relationship management (CRM) and software began to take off in the 1980s as a way to help connect companies with their customers. CRM industry leaders continue to impress the market with new ways of managing basic information and providing an increased understanding of a company's customers.

 

Theoretically, that information shouldprovide greater dashboards for customer insight to the management team. In many cases, however, inaccurate or incomplete data and poor adoption of regimented processes can limit the success of CRM technology and the ability of sales and marketing teams to stay on top of their best prospects. As a result, those teams suffer from a lack of knowledge regarding who their customers are and whom they should target.

 

Though marketing analytics and automation can prepare sales and marketing teams with the insight they need to engage potential prospects and existing customers, two issues can limit them.

First, those solutions are only powerful and successful to the extent that the underlying data is accurate and clean, and it provides the depth and breadth of information that can be used for increased deliverability and enhanced targeting.

 

 

Second, marketing analytics and automation alone takes an "inside/out" approach, as data is limited to the analysis of existing customers/prospects, which, in many cases, only provides a tiny view of the business opportunity.

Companies that analyze inbound marketing content—such as blogging, content publishing, social and real-time media—will ultimately come out on top. In the past, sales and marketing teams could rely on traditional outbound marketing—such as like direct mail, telemarketing, and tradeshows—as opportunities to collect information on prospects. In the mobile 21st century, where business is more commonly conducted online, new approaches that capitalize on this shift are often less expensive and provide more analytics and insights that go beyond the reach and scope of traditional means. Inbound marketing has also been found to cost up to 62% less than traditional means, providing even more incentive for potential prospects to engage in social activities. With the explosion of Big Data, there are deeper insights being gathered on digital and online interactions, and increased business signals that can listen and interpret them. Therefore, companies can capitalize on the wealth of information that inbound marketing provides by using the right triggers to alert their sales and marketing teams of what's relevant. Those triggers increase growth of B2B companies by emphasizing a consumer-centric model.

 



Read more: http://www.marketingprofs.com/opinions/2014/24272/why-companies-need-to-analyze-inbound-marketing-content#ixzz2s33Ul0Am

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Is The Corporate Website Dead? | B2B Marketing Insider

Is The Corporate Website Dead? | B2B Marketing Insider | Inbound Marketing | Scoop.it

According to some trend watchers, a little research, and a few live examples, the corporate website as we know it may be ready for some disruptive evolution. 

To put it more plainly, the corporate website may be dying a slow and painful death.

Corporate website visits for most large brands are declining. Your best content is lost among too much product promotion. And more attention is being stolen away by more progressive brands who have started acting like publishers and displaying content that your customers actually want to consume.

This is not just headline bait. There appears to be a growing consensus that the corporate website as an online brochure displaying “About Us,” “Our Products,” “Latest News About Us,” and “Speak To A Representative” isn’t working.

 

There is some convincing research to support this:

According to Webtrends, nearly 70% of Fortune 100 corporate websites experienced declines in traffic, with an average drop of 23%.90% of website traffic comes from just 10% of the content and more than 50% of the traffic is from just 0.5% of the content. ~ InboundWriter60-70% of B2B marketing content goes unused. ~ Sirius Decision60% of the buyer journey is complete before prospects reach out to vendors.  ~ CEB

I guess this shouldn’t be a surprise. We’re all watching the slow death of the newspaper industry. We’ve heard a lot of talk about how brands need to act like publishers.  We’ve seen major advertisers talk about how their advertising is evolving into something more closely resembling content marketing.

Now that there is a steady drum beat decrying the death of the corporate website, I sought to get to the bottom of this to see if we’re actually going to see some real change. And after reviewing some of the research and reading up on the evidence, I think there just might be something to this trend.

Why Your Corporate Website Should Die

>> http://www.b2bmarketinginsider.com/content-marketing/corporate-website-dead

 


Via Ernst Jan Bos
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Make Facebook's Algorithm Change Work For You, Not Against You

Make Facebook's Algorithm Change Work For You, Not Against You | Inbound Marketing | Scoop.it

Recently, many Facebook page admins have experienced a significant decrease in Total Reach—specifically, organic reach. For pages that want to keep their ad budget as low as possible, maximizing organic reach is vital.

 

To best understand how to make a change like this work for you, and not against you, we need to examine what happened—and what you can do about it.

 

We analyze and monitor this type of data for thousands of pages with a tool called EdgeRank Checker. By monitoring metrics such as reach and engagement over time, we can get a better understanding of how to advise companies to continue to optimize their strategy. We've collected this data over the past few months against roughly 1,000 anonymous Facebook pages.

What happened?

Facebook page admins most often run into two metrics: reach and engagement. Facebook presents this data when viewing your posts by showing the number of likes, comments, and shares, along with how many people saw the post.

What does "1,000 people saw this post" actually mean, though?

 

http://moz.com/blog/facebook-algorithm-change

 

 
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SearchReSearch: A new feature on Google Search Results Page

SearchReSearch:  A new feature on Google Search Results Page | Inbound Marketing | Scoop.it

"Google just launched a really great addition for the Search Results Page (SERP). 
For most sites, there is now a gray "site information" target next to the green URL."


Via Beth Dichter
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Beth Dichter's curator insight, January 24, 10:37 PM

Google now provides information on sites when you do a search (with a caveat...this is not yet happening with all sites but does seem to show up with with sites that are larger). Although some may know these sites for many students this information may help them determine the validity of the site. Hopefully this feature will continue to pushed out to assist students in evaluating websites.

Lynnette Van Dyke's curator insight, January 25, 7:33 AM

Very helpful For that first evaluative iteration.

 

María Dolores Díaz Noguera's curator insight, January 25, 3:44 PM

Thanks

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5 Lessons From 2 Years of Using Email Newsletters in our Content Strategy

5 Lessons From 2 Years of Using Email Newsletters in our Content Strategy | Inbound Marketing | Scoop.it
As a platform that helps people, businesses or organizations with their content strategy, it's always been natural for us to use content ourselves in our communication.
Belinda Suvaal's insight:

Waardevolle tips van scoopit's emailcampagnes, zoals:

- content slaat beter aan dan promotie

- timing is not entirely critical (hier een studie van maken is dus niet altijd nodig

- niet gooien met indrukwekkende merknamen (in de onderwerpregel), het heeft weinig invloed

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De Deming Cycle (Plan-Do-Check-Act) en het Inbound Marketing proces - Sagamore Marketing

De Deming Cycle (Plan-Do-Check-Act) en het Inbound Marketing proces - Sagamore Marketing | Inbound Marketing | Scoop.it

http://www.sagamore.nl/resultaatanalyse/

 

Met inbound Marketing zorgen we ervoor dat we de kwaliteiten die een organisatie in huis heeft op het web zichtbaar (en ook vindbaar) zijn. 

 

Door SEO, Contentmarketing & management en inzet van Social Media 

in de marketingstrategie te verankeren jagen we meer dan alleen 'omzet' en 'winst' na. Zonder een goede online reputatie valt een organisatie in het digitale tijdperk al snel door de mand.


Nog even op een rijtje, de peilers van de inbound marketing visie:

1. SEO (vindbaar zijn)

2. Content (organisatie > de  boodschap)  

3. Social Media (zichtbaar zijn en dialoog aangaan)

 

Het resultaat van Inbound Marketing staat of valt met de juiste inrichting en aansturing van het proces. Daarbij is de welbekende Deming cycle  een enorm hulpmiddel.

 

INBOUND MARKETING, EEN CYCLISCHE BENADERING

William Edwards Deming ontwikkelde de "PDCA Cycle' in de jaren 50. Deze wordt gebruikt als controlemiddel om de kwaliteit van processen in een organisatie te bewaken. PDCA staat voor Plan, Do, Check en (re-) act. 

 

De Deming Cycle is op macro- en microniveau te gebruiken.

 

PLAN-DO-CHECK-ACT > DE JUISTE VOLGORDE

 

1. Plan

De strategie, het plan van aanpak zijn het startpunt. Zonder richtlijnen en doelstellingen zijn we stuurloos.

 

2. DO

Aan de slag met expertisegebieden SEO (zoekmachine optimalisatie), SEM (zoekmachine marketing), Content (creatie, publicatie, marketing en beheer) en Social Media (beheer en campagnes).

 

3. CHECK

Monitor het resultaat. Een inbound marketer zorgt voor de analyse van de SEO (technische) status, het internet resultaat (sitebezoek, conversie) en social media monitoring tools (online sentiment rondom organisatie, product of dienst). Voortgangsanalyse van activiteiten hoort hier ook thuis.

 

4. ACT

Op basis van de inzichten die de analyse van het resultaat bieden worden activiteiten (bij-)gestuurd en kunnen doelstellingen eventueel aanscherpt worden.

 

Door inbound marketing op deze cyclische manier te benaderen vermijden we het ad-hoc inzetten van allerlei activiteiten en campagnes. We blijven zicht houden op inzet, inzicht, kosten, de doelstellingen en het gewenste resultaat.

 

[19-01-2014 -  door: Belinda Suvaal]

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Content Marketing Editorial Calendar Template 2014 | The Marketing Nut

Content Marketing Editorial Calendar Template 2014 | The Marketing Nut | Inbound Marketing | Scoop.it

You may read numerous social media predictions with experts stating increased focus on content marketing is the top prediction and social media cornerstone for 2014. You are going to hear people argue if content marketing is king, queen or even gasoline for the fire. You’ll hear them argue that context is king, not content marketing. Some may argue that relevance, not context is what matters most.

I am going to tell you right now that you need to stop worrying about if content is king, queen, or joker. The truth is it’s all of the above. Of course relevance, context, inspiration and quality matter when it comes to content marketing.

 

Content marketing is a requirement, not an option in 2014. Guess what… it was a requirement before 2014, not just now. Content marketing is not some fancy shiny object invented by Facebook, or the social media gurus, gods, rockstars or anything in between. Read -> Content Marketing Is Not a Shiny New Object Invented via Social Media.

Content marketing is at the core of every business of every size. Big, small, smart, not so smart, agile, slow and every thing in between.  

 

Regardless of your industry, niche, age of company or primary communication medium used, you better have a content marketing strategy to connect you and your brand with your target audience, customers, partners and stakeholders.

Social media status updates, images posted to Instgram, blog posts, websites, podcasts, videos, YouTube Hangouts, Twitter chats, in person meetups and network events all center around conversation and engagement. At the core of any conversation is content.

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Google Cuts Authorship in Search Results by 20-40%

Google Cuts Authorship in Search Results by 20-40% | Inbound Marketing | Scoop.it
Getting your face on Google's search results pages via authorship is getting harder. New authorship algorithms aim to display photos for authors Google considers relevant and interesting and cut down on pictures of lesser quality authors.

Via Bonnie Burns
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Bonnie Burns's curator insight, January 15, 11:55 AM

In mid-December, Google rolled out new authorship algorithms designed to display authorship for what they consider relevant and interesting authors, Google has confirmed to Search Engine Watch:

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The Science of Data Driven Marketing (door FindandConvert)

The Science of Data Driven Marketing (door FindandConvert) | Inbound Marketing | Scoop.it

By definition, a social business is data driven. So, why do so many marketers struggle with being data driven? The IBM Global CMO study points out that over 70% of CMOs struggle with the explosion of data.

 

Why?

 

In my Social Business Engine podcast interviewwith bestselling author, road warrior, keynote speaker and marketing show-stopper, Andrew Davis we geek out on what it takes for a business to be data driven. Andrew points out the obvious. We are all drowning in data. It’s not unique to CMOs. He shares the example of the quantified self. Using his Fitbit, Andrew quantifies his physical activity and aggregates the data to his iPhone with charts and graphs. 

 

Data has become a commodity. Google Analytics is free. Google Trends is free. Several other data tools like TrueSocialMetrics offer a freemium model. CMOs struggle not just with the explosion of data, but more so with the insight from the explosion of data that can facilitate actionable insights.

 

Read the full article: http://www.findandconvert.com/2014/02/science-data-driven-marketing/

 

 
Via Bernie Borges
Belinda Suvaal's insight:

Besteed veel aandacht aan het definieren van doelstellingen (hoofddoelen, subdoelen), daarmee krijg je helder welke gegevens je nodig hebt en in welke rapportagevorm. "sales" is gebaat bij doelconversie data. De contentmanager wil weten wat de bezoekers- en contentkwaliteit is... etc.

 

Het proces moet zo ingericht zijn dat activiteiten (bij-)gestuurd kunnen worden aan de hand van de analyses.

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Does Authorship Affect Rankings? A Rand Fishkin Study - SEO Blog by Dave Naylor - SEO Tools, Tips & News

So as the title suggests, does Authorship have an affect on rankings? Here’s the experiment… Take an unauthoritative blog (mine) and an authoritative blogger (Rand Fishkin) and see what happens. The Back Story In June 2012 I contacted Rand Fishkin of Moz and asked him if we could set up
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What's a Workflow? And What Does it Have to do With Inbound Marketing? (Douglas Phillips)

What's a Workflow? And What Does it Have to do With Inbound Marketing? (Douglas Phillips) | Inbound Marketing | Scoop.it
Learn how to make the most out of your marketing leads using workflows as a key lead nurturing strategy!

 

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Workflows are an important part of lead nurturing automation, just like a lead nurturing email series. However, a workflow is more than just targeted email marketing: a workflow entails all communications with a lead, and asks for more information from the lead in order to pre-qualify them during the early lead to business relationship before your sales team begins attempting to make a deal.

 

If you haven’t heard the term workflow before, you may be familiar with one or more of its aliases; advanced lead nurturing, marketing automation, auto-responders, and drip marketing are all terms that you may have heard substituted for the term “workflow.”

 

Simply put, a workflow is a tool that you use to gather more information about a new contact and keep them active and involved with your brand through an automated process. Using workflows saves your sales team time, saves you money, and promotes lead interaction with your company.

 

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To learn more about workflows and other elements of inbound marketing, check out our Effective Inbound Marketing Campaign ebook, or contact us directly.
Belinda Suvaal's insight:

Voordeel van marketing automation is de mogelijkheid workflows heel scherp te in te regelen.

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REALSMO: PageRank Crawls & The Missing G+ PR Phenomena - G+ SEO 2014 ③

REALSMO: PageRank Crawls & The Missing G+ PR Phenomena - G+ SEO 2014 ③ | Inbound Marketing | Scoop.it

1. The phenomena of the missing Google+ profile PageRanks.
2. A deep dive into PageRank Iteration Optimization for answers.
3. Recrawl Scheduling Based on Information Longevity.
4. Google Realtime - the social search break up in favor of Google+.
5. John Mueller speaks out - on not using G+ just to build PageRank.

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Your Guide to Content Curation for SEO

Your Guide to Content Curation for SEO | Inbound Marketing | Scoop.it
One of the effects of the rise of popularity in content marketing has been a surge in content curation; the practice of aggregating similar content into on

Via Guillaume Decugis
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Jim Green's curator insight, February 5, 11:49 PM

It's not too hard to guess what kind of content Google values most highly, but this article validates it empirically.

Janice Mobsby's curator insight, February 6, 8:28 PM

Content curation can be good for your business..This is a good Article!

Hugo Reyes's curator insight, February 27, 7:24 PM

La curaduría de contenido funciona siempre y cuando está acompañado de suficiente contenido original

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How to Orchestrate Themes into your Content Marketing

How to Orchestrate Themes into your Content Marketing | Inbound Marketing | Scoop.it

When was the last time you watched Star Wars? Do you remember the first scene where we were introduced to Darth Vader? These scary "stormtroopers" had just assaulted and boarded some kind of transport spaceship, anhialated a bunch of other guys in a laser gun fight, and then in walks the scariest guy of them all. Dressed in black form head to toe, complete with cape and a full helmet that accentuated his breathing, in walks Darth Vader. Dum dum duh dum goes the music, right?

 

While I love Star Wars, the point of this article is less about the films and more about the brilliant musical score from John Williams. John Williams has composed such memorable film soundtracks as Jaws, Jurrasic Park, Harry Potter and more. He is known as "America's composer" and has five Oscars, two Emmys, three Golden Globes and eighteen Grammys.

 

The technique in musical composition that is critical to a film score, and for which John Williams is a master, is the Theme. Key characters or references in the film are to have their own theme. Darth Vader, and then later, by extension, the Emperor and Imperial forces, had a theme which Williams called The Imperial March. Throughout all of the Star Wars films, if you listen, you can hear this theme emerge through the score at key points.

Being a master at the use of a Theme doesn't mean that you simply come up with a nice tune and then play it evey time you want to reference that character. It needs to be creatively and sometimes subtly worked into the underlying score. With some of the Star Wars themes, like Luke and Leia's, you might just catch a soft flute rendition that's almost an echo, but with which so much it communicated.

Businesses need to work themes into their content marketing.

It starts by identifying what the themes of your business are. In a film, themes are most often attributed to the hero and the villain and perhaps a love theme if there's a love interest. In business, our themes typically revolve around the services we provide and, more importantly, the issues we solve for people.

Somewhat akin to targeted keywords, we want to make an effort to tie our blog posts and articles and other content to these major themes.

Take a look at HubSpot, a company that specializes in providing businesses and content marketing agencies with a platform for managing their entire online marketing campaign (I am not affiliated). HubSpot has identified four critical aspects to a successful content marketing plan: Generating traffic, Lead generation, Lead conversion and Analysis. Every article and eBook that HubSpot creates revolves around those four themes and is tied to their product in some way. They're a true example of practicing what they preach.

Your business blog should be filled with articles that speak to specific issues or news events within your industry, but if you're able to identify a small number of specific themes, and include them in all you're writing in some way, that will bring an incredible level of focus to your blog and content marketing.

What Makes a Good Theme?http://www.thesocialmediahat.com/article/how-orchestrate-themes-your-content-marketing  ;
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Destroy Your Website in 13 Easy Steps

Destroy Your Website in 13 Easy Steps | Inbound Marketing | Scoop.it
Web Sites - Here are easy ways to choke off traffic to your website, kill leads, and push your stats into the basement. They're listed in general order from bad to worse, from ...
Belinda Suvaal's insight:

Leuk en grappig stuk. Ik zie nog veel organisaties met alle gemak en uit onwetendheid deze 13 stappen nemen. Au!

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Persona Development from a Writer's Perspective (W.Kelly)

Persona Development from a Writer's Perspective (W.Kelly) | Inbound Marketing | Scoop.it

Let's just get this out of the way: persona development is crucial to an online business. And using solid data should drive that development. Don't guess. But I would also argue that data can get in the way, too.

Start with the Facts. Just the Facts, Ma'am.

Luckily, we can get through this quick and easy. Someone else already wrote this part of my blog article for me. Adria Saracino wrote this excellent, thoughtful article on Content Marketing Institute called Build a Better Buyer Persona: 5 Creative Data Sourcing Ideas which says exactly what I would have probably said. She does a great job of finding some creative ideas to try to find out what your clients really want and need from you. 

And it is really important to listen to them. You really can't assume you know what they want from you, or what their problems are. So compile a bit of data, look at that data, and draw some conclusions.

But know when to stop.

Don't hide behind data. Don't keep looking for more data, either to finally prove your assumptions about who you think your clients should be or to bury data that you don't like. Or to simply procrastinate. That's bad too.

Get a Solid Picture of Your Persona/Audience in your Head

If you are the head of a large company, and if you have an actual marketing department, you need to have a written, cohesive persona written out for each of your potential client types. But if you are working on a smaller scale, I urge you to scale back on how much you write this out. I urge you to get a strong feeling about both your persona and, collectively the audience you are writing for. Once you know their likes, their problems, what makes them tick, I suggest you take that data and get a very clear picture of that person in your mind.

See that person in front of you while you write. If you know someone similar to your persona, imagine that person when you write blog posts, website content, landing pages. Write (or produce) for that person. No one else exists while you are writing.

Why? Because Stephen King Says So.

Many great books on writing have been written, but the one I recommend above all others is Stephen King's On Writing. I have had that book with me for over 10 years now, and regularly remember bits of it when someone asks me about writing. Stephen King wrote what I think many writers wish they could have written. 

And when you are creating content, whether it is a landing page, blog content, tweets or your Facebook status, you need to remember that you are telling a story. A cohesive story to your audience. And your audience is made up of "personas" Sure, it's helpful to know, as Hubspot suggests: (The following points are taken directly from that Hubspot article. You should read it. It's good.)

What are the biggest problems they are trying to solve?What do they need most?What information are they typically searching for?What trends are influencing their business or personal success?What do they do online? Do they read blogs? Are they active on  Twitter, Facebook, or other social networks? What kind of search terms do they use? Are they email newsletter subscribers?What kind of information do they tend to consume online? Educational pieces? Trend articles? Interactive tools like calculators or worksheets? Do they watch videos or listen to podcasts?Which of your products do they spend the most time researching? How do they use those products?

 

But once you know this, you should give yourself a largish amount of time and really get to know this "person" or "audience" -- don't, as many suggest you should, name your personas "Maverick Mary" or "Busy Bob" or whatever. Do whatever you can to bust through two-dimensional crap and create a real, breathing person in your head. Someone, hopefully, that you would like to hang out with. Drink a beer with. Or wine -- whatever your persona would drink. 

And create content for that group of people, where they would hang out, and when they'd hang out.

Write to solve their problems. Write to educate them -- to entertain them. Write like you mean it.

In fact, and I know you know this, but "scientists" have proven that content "goes viral" when our emotions are tweaked. You can't tweak "Busy Bob's" emotions, because he's a flat, two dimensional blockhead. 

So take your data, let it simmer a bit and turn your persona into a person. Your audience will applaud your efforts and thank you for it.

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Why Your Content Marketing Plan Can't Focus on Both Lead and Demand Generation

Why Your Content Marketing Plan Can't Focus on Both Lead and Demand Generation | Inbound Marketing | Scoop.it

Lead generation and demand generation, often used interchangeably, are essentially at odds with each other. When many B2B marketers say demand generation, they mean lead generation — which is to say they will measure success based on the number and value of the leads their efforts bring in.

 

The problem is this: Demand generation is focused on shaping the audience’s perspective, while lead generation is focused on capturing their information. 

What’s the Difference? 

Lead generation: Collecting registration information, often in exchange for content, in order to build a marketing database for email or telemarketing follow up. The direct outcome of lead generation is new contacts available for sales or marketing.


Demand generation: The practice of creating demand for an organization’s products or services through marketing. The direct outcome is that your audience is more likely to purchase your products or services.

 

The result is often a single content marketing plan that is expected to do a kick-ass job of both delivering leads and driving demand. Unfortunately, it doesn’t work that way. To understand why, consider the characteristics of a plan for each objective:

...read full article here:

http://contentmarketinginstitute.com/2014/01/content-marketing-plan-focus-lead-demand-generation/

 

 


Via Ernst Jan Bos
Belinda Suvaal's insight:

Als je bij het uitwerken van een contentplan nauwkeurig de contendoelen formuleert, dan kom je hier vanzelf achter! Met leadgeneration heeft je content een andere boodschap dan met demand generation.

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Content Marketing in 2014: Are You Prepared?

Content Marketing in 2014: Are You Prepared? | Inbound Marketing | Scoop.it
See what lies ahead for content marketing in 2014.

 

The growth in content marketing this year has continued to gather pace. There is no doubt this has been influenced by the changes Google has made to their algorithm; Panda, Penguin, and Hummingbird have all helped to shine the spotlight firmly on the importance of content.

If you take a look at the increase in interest in content marketing versus link building, for instance, you'll see a dramatic decrease in the interest of link building in favor of content marketing as a search term. A lot of SEO agencies have wisely pivoted their business model in 2013 away from link building and towards content, as well.

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SEO in the Personalization Age - Moz

SEO in the Personalization Age - Moz | Inbound Marketing | Scoop.it
Only eleven years have passed since Steven Spielberg's Minority Report was released, and yet the future it depicts—the year 2054—is much closer than we think: Driverless cars, paired with companies like Uber, will soon transport us about the city, offering us the extra time to revise our notes before an important business meeting.Leap-motion interfaces are available.Marketing has become personalized and targeted.We have experienced a loss of privacy in the name of a supposed greater safety.

 

In many respects, we can say that the future is (almost) now.

Of all the things that were presented in Minority Report, the one that most concerns us as SEOs and inbound marketers is the personalization of experiences that our potential customers have when looking for a product and/or information, when they share things online, and when they interact with our brands on our websites.

 
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How to Become A Great Brand Journalist To Augment Your Content Marketing Strategy

How to Become A Great Brand Journalist To Augment Your Content Marketing Strategy | Inbound Marketing | Scoop.it

After watching The Newsroom recently, I’m getting more excited about journalism. The idealism, the commitment to finding and telling a story, the adventures in getting the word out – the show probably portrays life as a good deal more exciting than your average journalist’s experience. But the core truths are there – a great journalist finds a story, tells it in a way that grabs hold of the audience and won’t let go, and leaves an impression that stays with viewers or readers for a long time.

 

A new term has recently been emerging – the brand journalist. Brand journalism used to be called custom content. The idea was that a company invested in high-quality stories that offered a closer look at their products, services, customers, employees, or issues that they cared about. This is no longer a slightly covert, highly expensive effort that isn’t talked about in polite marketing circles. It’s de rigueur – if you have a blog, an e-newsletter, or a membership site, you’ve got a content strategy. And as a result, you’re an acting brand journalist.

 

Journalism 101 – and how that applies to your business :

http://www.forbes.com/sites/jaysondemers/2013/08/14/how-to-become-a-great-brand-journalist-to-augment-your-content-marketing-strategy/
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