Monthly Archives: October 2014

What’s Going On With Google?

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Google’s algorithms are constantly evolving but a closer look today reveals they are now focusing on the meaning behind the terms under which users are searching. To achieve this they utilise their unique size and scope to trawl millions of websites to look for the answer to each and every query before returning with thousands of answers that need to be ranked against one another.

In providing this shortlist of answers to users, Google strives to give users the most well written and intriguing content, and rightly so. Search engine algorithms look for a variety of criteria when ranking, most importantly is the freshness of your content, so updating it regularly is imperative.

The phrases used on your website are also monitored in relation to the searched topic, which means getting highly comparative words and terms included is a must. You can see how else you can benefit from brilliant content here.

The release of Google’s Panda algorithm in 2011 made it harder for websites and business trying to survive in the search engine game. 2012’s Penguin update made excellent content its focus, and the 2013 release of Hummingbird proved you couldn’t just cheat with basic keywords anymore and Google was adapting to the trending behaviour of users simply keying in questions instead of search terms.

Keyword stuffing is a common term in the SEO industry, and should be avoided at all costs. Naturally flowing, unique content wins hands down on webpage rankings over multiple word mentions. If Google detects an unusually high amount of keywords on a page, it will be flagged as badly written content and over-optimisation.

Google uses the bounce rate of your website to monitor the effectiveness of it, so engaging content is a must. If visitors only view one landing page, it could be an indication that your content is failing. Including links to other pages on your site and having likeable, appealing updates is a sure-fire way to combat a high bounce rate.

Are you on Google+? You should be. Google takes any content you post there and indexes it immediately, thus giving you a better standing in the search engine rankings.

The majority of SEO experts are continuing to navigate through the newest algorithm update, Pigeon, but have so far found it has a stronger focus on contextual intelligence for searches. With this, trendy technological eyewear Google Glass breaking the market and 2015 bringing more editions of Google’s popular Nexus phone, we can be sure that next year’s update will tie in and be pretty spectacular.

Which Social Media Works Best?

It’s a question that every business has asked itself in the last few years. One that anyone in marketing probably thinks about all the time and its no surprise, making the wrong impact on social media is more than 3 times more damaging than making the right impression.

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The answer to this question lies in which social media options are correct for your industry and what sort of tone or activities should you partake depending on the channels you decide to employ. In this article we look at the difference channels available and what they offer for businesses.

At present it is estimated that 93% of the people who can access the Internet are on Facebook. Approximately 2.8 billion people are within your reach, and intriguing content, questions and links on your page will spark their interest in your brand. Hashtags allow you to keep track of posts relevant to yours, and Shares enable you to see how popular your content and website is on a daily basis.

Twitter is excellent for sharing content from your website, or websites relevant to yours. With 8 out of 10 Internet users being addressed by blogs and social media accounts, it really is imperative that your business is acquainted with Twitter. With only 140 characters allowed to get your message across, you should aim for 2 to 5 relevant, engaging tweets a day.

Google+ is a first-rate tool for professionals and social media users alike. With the ability to separate your contacts into ‘circles’, you can keep your friends detached from your colleagues, business contacts and potential clients. Hashtags are a popular feature of many major social networks at the moment, and Google+ is no exception. Using 2 or 3 in each post will help you reach your target audience and get more post engagement.

LinkedIn is an essential platform for professionals. It focuses on growing your contacts, your employees and possibly even employers. Ideas are regularly shared, and business advice is widely available, so it’s worth remembering that LinkedIn is not a casual network for humorous content. Keep it relevant to your business.

shutterstock_119788816Instagram, Pinterest, YouTube, Vine and Snapchat are the less formal routes. They allow you to promote your brand and products or services to a sector of people you may not be able to reach with Twitter or Google+.

With photos and videos, you can demonstrate a different side to your business: personality and interesting qualities.

Whichever social network is best for your company, remember that you’re publicly broadcasting to the world.

Keep your audience in mind, and make your web content work for you.

Why businesses need Content Marketing

As every business owner realises, making your business a success by building brand awareness is key and today the next step of the digital revolution is all about Content Marketing. It’s imperative in the 21st Century to build a relationship with your audience and customers, both potential and loyal.

This is Content Marketing’s main objective; to help brands engage better with target audiences by providing more useful and relevant content as opposed to the generic, self obsessed approach taken deemed acceptable in the past.

Put simply, brands that continue to focus on what they want to tell customers instead of what customers want to hear are quickly being overtaken by content-savvy competition.  But what does this mean for your business and what other reasons should companies be investing in Content Marketing activities?

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Content Marketing Basics

Publishing high-quality content will put your website on the map. Consistently producing useful and share-worthy information is the key element of content marketing in order to remain above your competitors – both in search engine rankings and your customers’ mindset.

Businesses used to rely on television and printed advertising to get their brand recognised, until potential customers began fast-forwarding adverts on their TV, skipping pages in the newspaper, and even blocking pop-ups online.

As a business owner now, there is another way. There are a huge amount of online consumers and bloggers within your reach. Earlier this year it was calculated that there are almost three billion people using the Internet: 40% of the world’s population.

Content Marketing That Really Works

Successful examples we’ve been involved with include well-known brands like:

  • L’Oréal continually update their website’s content, images and products as they recognise the need to stay present and relevant in the eyes of their audience.
  • Broadcasters like Eurosport produce frequent updates to developing sports stories to keep people returning to their site for the latest news.
  • Travel companies like Lastminute realise they’re only one bad review away from rapid audience disengagement, and supplying a fresh stream of relevant content is paramount – a harsh reality in an overly competitive market.

What’s more these businesses ensure content is both delivered in native languages and tailored to be easily digestible on mobile devices. With smartphones and tablets being more widely used to access the web than ever before, it is even more essential to promote your brand before your competitor does. It has recently been estimated that by 2016, smartphone users will make up an incredible 55% of all online consumer traffic.

Why Content, Why Now?

Through the ever-modernising Internet, customers can now make purchases on most websites. On your website. They’ll make a snap decision, which will more than likely be based on your content. The consumer is interested in the benefits of products; how it will help them and enhance their life. They make decisions emotionally, based on their lives at the time. If your content is not consumer-centric, tailored to their needs and meeting their expectations, they’ll find something – or someone – that is.

Put simply, if your content is easily accessible, interesting or relevant, people will want more of it. They’ll share it on social media, discuss it with their friends and colleagues, and return to read more.  The question you need to ask yourself is, if you are not providing content like this to your audience, why else should people follow or be interested in what your business offers?

How Can We help?

We’ve helped a wide variety of businesses kickstart their content marketing.  The great thing about building audiences is that you decide how quickly things happen, how often you publish and to which languages – all based on the budget you have in mind.  Successful content marketing is based on a long term view that takes into account the ever-changing appetite of audiences far and wide. It’s much simpler than companies realise but to expect it to work without some sort of strategy is planning to fail.

What to know more about how ContentNetwork can help kickstart your content marketing? Learn more…

Top Tips for Content Marketing Success!

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Top Tips for Content Marketing Success!

Much has been said about why need brands and businesses need to accept and adopt content marketing. With no two businesses being the same, how do you work out which method is best for you and more importantly which one will have the best impact with your audience?

The first step is recognising how affective Content Marketing can be if implemented correctly. The next step is formulating a strategy regarding which types of content marketing will work best for your own business. There are many different types of content marketing and some take both more time and skill to carry out than others. The key to success is employing a mixture of articles and content types that your audience will engage with and react positively to.

But which content types are having the most success today?

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