Tools and techniques to review the impact of the latest Panda algorithm update on organic search traffic
Value/Importance: [rating=5]
Recommended link: Search Engine Land Analysis by Barry Schwartz
It’s a statement to strike fear into the heart of anyone who relies on organic visits from Google for their business or their clients’ business. Google’s head of web spam Matt Cutts announced today that a major new algorithm update is now rolling out:
Google is rolling out our Panda 4.0 update starting today.
— Matt Cutts (@mattcutts) May 20, 2014
Marketers are bound to be alarmed given the impact of the first Panda update on some sites like this one, highlighted in an article by James Gurd on how to review SEO visits and changes through time.
How to review the Impact of Panda 4.0?
Given the impact on sites throughout the history of Panda outlined below, it’s…
Using video for brand storytelling
There is no shortage of people out there telling us that marketing today is all about storytelling, and that if you want people to connect with your brand, you need to tell stories that they can relate to. Of course, this is easier said than done, so in this post I wanted to introduce you to some ways of determining what story you should tell.
Making a video about your product
When you first consider making videos about your product, the natural tendency is to think about making videos that revolve around the product itself - demonstrating its features and benefits. This is our connection to traditional sales-focused advertising talking.
Here is a Fairy Liquid advert that anyone based in the UK of 30+ years should remember. It is a good example of a product-focused advert that clearly shows some awareness of the importance of ‘story’ and emotional connection –…
YouTube's 2014 guide to meta data in video optimisation
Did you see that YouTube released a Creator Playbook for Brands in March 2014? The Playbook is essentially a YouTube handbook – it tells you what you need to do as a brand to get the most out of the functions and tools that are available to YouTube channel owners. Possibly more than anyone else, YouTube (of the Google machine) are very aware of how advertising is changing shape in a climate of growing online content and shrinking attention spans.
In this article, I will provide you with what I hope will be a handy summary on what the Playbook says about optimising your content with video metadata.
Why bother with metadata?
There are a number of avenues through which you can generate views of your YouTube videos. Some viewers will find your videos in a simple, direct step. For example, they may visit…
Examples and techniques for integrating video with your email marketing
It doesn’t take a scientist or even a marketing expert to know that most people check their emails every day. Your friends, your coworkers, your mom, your grandmother, her grandmother. Email is used by virtually everyone regardless of age or any other demographic you can think of.
Email marketing is critical to your brand’s success and is still the best way to engage your audience and keep customers coming back. According to eMarketer, one of the top benefits of email marketing is that it yields a wealth of data about who a company’s best customers are.
Marketers can target those people and offer incentives or discounts to encourage them to share with their friends and advocate on behalf of the brand. Add video to your email marketing campaigns and you have an inexpensive, visually appealing and adaptable marketing medium for…
How online retail brands can benefit from video commerce
Consumers today want a visually engaging online shopping experience that is personalized at the same time. According to a recent study, 52% of consumers said that watching videos makes them more confident about their purchase decisions.
As one of the most shareable forms of media, videos not only boost your brand’s voice, but also help you build an emotional connection with your customer.
Thus, including it as a part of your marketing strategy will not only help you drive conversion, but also increase average order value, differentiate marketing campaigns, increase margins and reduce return and development costs.
6 ways for video engagement
Here are six ways suggested by MobStac on how to make videos work for your e-commerce store:
1. Feature engaging product videos
Not only does engaging video content improve the look and feel of your e-commerce website, but also has a huge…
Best practices for successful B2B corporate video campaigns
Online video marketing has come a long way in a relatively short space of time. What started out as secretly watching YouTube clips in your room or furtively sneaking a peek on your work computer has quickly developed into a practice suitable for the boardroom. In fact, a recent Forbes report stated that the majority of CEOs now prefer to watch a video than other types of content if both are on the same webpage.
Consequently, there’s been an upward trend in video marketing for B2B businesses, in both effectiveness and popularity. However, B2B video marketing campaigns have been slow to shake off their boring, corporate image, which consists of them focusing solely on their product or service with stiff, emotionless campaigns. Here are 7 examples of companies where brands have added personality to corporate video, we particularly like the approaches that Intel…
New research and examples highlight video marketing trends
Value: [rating=4]
Recommended Download: Research on the Future of Video Marketing, by Andrew Canter of the Branded Content Marketing Association (BCMA) - no registration needed
Video content marketing is now a key technique for companies to engage their audiences when video is embedded into landing or product pages, so we found this an interesting thought-piece. Research also shows that 'bite-sized chunks of content' or micro content is particularly effective for distribution through social networks and video marketing hits this sweetspot highlighted by this research:
This research from The BCMA highlights how video marketing should be driven by and integrated with content marketing strategy. The research asked leading experts from across the world on their thoughts and experiences of the 'future of digital branded video content'.
Key takeaways on video content marketing:
We found…
8 tips on how to plan and execute your animated video to support conversion
A tailored marketing video can engage potential customers and start them on their journey through your sales funnel.
Since there’s a lot to harmonize on your website and across your marketing channels; often irrelevant, complex and tedious information will drive your visitors away.
A video can take the place of text and provide a far more appealing method for communicating with prospective customers.
1.Target your market
Appealing to the right consumers with your online content is crucial. An animated explainer video placed across your online platforms can be highly effective at achieving this. A tailored animation can captivate your audience immediately and tell them about your product or service in an engaging way.
Whether your video is viewed on your landing page, on a streaming site like Vimeo, or on one of your social networks, including the right content and style will…
My pick of the 6 of the world’s most creative demonstration videos
Today, demonstration videos are as essential as websites. Consumers searching for a product or service online expect a more interactive experience. They want to know how a product works and what its major benefits are for them. And they want to know quickly, and without wading through a whole heap of written explanations.
Demonstration videos give you a chance to show off your new product or service, and reach a wider audience at the same time. After all, you may think your new product is brilliant, but not all products are as intuitive as the iPhone. And while your enthusiasm for it may be infectious when you’re talking to customers, you don’t have the time to talk to everybody, and anyway you don’t want to limit your reach. (more…)…
How Big Data enables the relationship between data types to be explored
In my previous article in this series exploring the application of Big Data to marketing, I looked at how the Velocity component of Big Data provides greater understanding of your customers, improving marketing performance. In this post, I will explore the third of the 3 Vs, the potential impact of Variety on Marketing
Variety covers the multiple types of data that are now available from the established structured data of tables and columns, with defined elements and values, to the many unstructured free format types of data.
In recent years the amount of unstructured data and machine generated data is increasing at an exponential rate, being the major proportion (>80%) of the vast volumes of data now in existence.
So what does this…
