Connect with us
Cloak And Track Your Affiliate Links With Our User-Friendly Link Cloaking Tool, Try It Free

MARKETING

How To Get More From Existing Content With Historical Optimization

Published

on

How To Get More From Existing Content With Historical Optimization

Considering all the ways to draw attention to your content, one underutilized tactic could help you get even more from your creation efforts: historical optimization.

Historical optimization involves updating published content to give it new life and longevity. This powerful tactic taps into everything you’ve already done. All the content painstakingly created for your website can be used again and again to engage readers with up-to-date information, improve search visibility, generate organic traffic, and boost the return on your content marketing investment.

Historical optimization gives published #content a new life and longevity, says Tony Patrick of @InfluenceandCo via @CMIContent @Aprimo. Click To Tweet

Successful historical optimization example

Let’s take a blog post I published in 2014, How to Pitch Your Content to Editors. By 2021, the content was ranking lower in search results, which naturally led to a decrease in organic traffic to the article. People had stopped engaging, and the embedded calls to action were essentially dormant.

We did an overall content audit and realized the site included that 2014 article and two similar blog posts on the topic. (The latter two articles combined netted fewer than 1,000 views, 1 new contact form completed, and no new customers.) Instead of continuing to split traffic across three pages, we consolidated the content into one updated in-depth blog post. We redirected the original URLs for the two similar articles to the updated in-depth blog post URL. We added hyperlinks to other relevant on-site content, infused the piece with updated keywords, optimized our calls to action to be more visible and direct, and added fresh information.

The results? After five months, the updated blog post brought in 7,600 page views and 26 new contacts. It started ranking for highly relevant keywords; moreover, it influenced a sale. We had taken the old content, added minimum new effort, and earned a fresh boost in our most impactful performance indicators.

A historical optimization led to combining three old posts into an in-depth new version that brought big #ContentMarketing results, says Tony Patrick of @InfluenceandCo via @CMIContent @Aprimo. Click To Tweet


ADVERTISEMENT1643723002 707 How To Get More From Existing Content With Historical Optimization

Definitive Guide to Content Operations

Get a deep dive into Content Operations: what it is, why it’s so important for organizations in every industry to embrace, what it’s capable of, and how you can build the best content operations solution for your teams. Download now.


How to implement historical optimization

Here are a few basic steps to practice historical optimization in your content marketing and squeeze every last drop of ROI from your site’s content:

1. Perform a content audit

You won’t know where to start with historical optimization if you don’t know how your content is already performing. You need to perform a content audit to identify the pockets of potential.

List existing content. Next to each item, note the corresponding engagement data, such as search rankings, CTA click-through rate, organic traffic, bounce rate, etc. You can see which pieces perform well, gaps in topic coverage, and opportunities to cultivate your articles into a content hub.

But don’t just look at your own content. Dive into the top-ranking pages for the keywords you want to rank for. Use these as a guide to what type of information should be in your updated content versions.

HANDPICKED RELATED CONTENT:

2. Select a few pieces to update first

In your content audit, you probably discovered many pieces that could use some optimizing. But try to update everything at once, and you’ll get confused and overwhelmed, and it will be difficult to see which incremental changes move the needle. Start slow and small.

Select one or two articles to jump-start your efforts and your ultimate goals for the content. You could choose a post still gaining traffic and update its language, so readers don’t encounter outdated information. Or you could choose a post ranking in search results that isn’t leading to sustained engagement on your site. Trying to focus on conversion? Choose to update the content that encourages users to download a resource or submit a form and jolt them into taking action.

Select 1 or 2 articles to jump-start your historical optimization efforts. Pick ones that relate to a business goal, says Tony Patrick of @InfluenceandCo via @CMIContent @Aprimo. #ContentMarketing Click To Tweet

HANDPICKED RELATED CONTENT:

3. Measure pre- and post-update performance

Just like you need to perform an audit to see how your content is doing, you also need to measure the impact of the updates to see whether they’re valuable. Think of it as a scientific experiment. You have a hypothesis about optimizing existing content, but until you see the data difference between old posts and new, you won’t be able to prove your hypothesis.

What happened when you updated the content on the page? Did conversions increase? Did the piece’s level of engagement begin to match its search engine rankings? Be patient. Seeing better results won’t happen overnight.

Set yourself reminders to analyze performance over time so you can understand which tactics are making the biggest impact. For example, you might check incremental progress after one, three, six, and 12 months.

In the graphic below, you can see how we measure the progress of our updated posts based on our results tracked through HubSpot, such as new form submissions, new contacts, page views, etc., and Moz, such as page authority, linking domains, and inbound links. Documenting the metrics on a spreadsheet allows us to monitor the results over time easily. We highlight improved metrics in green and diminished metrics in red.

Spreadsheet that shows the progress of updated posts based on results tracked through HubSpot and Moz: new form submissions, new contacts, page views, page authority, linking domains, and inbound links.

Historical optimization is a bold but repeatable way to boost your content marketing ROI. Tap into that wealth of content just sitting on your website and take action to engineer more engagement, up your conversions and CTRs, and see tangible progress of your content contributing to your business goals.

HANDPICKED RELATED CONTENT:

Want to learn how to balance, manage, and scale great content experiences across all your essential platforms and channels? Join us at ContentTECH Summit this March in San Diego. Browse the schedule or register today.

Cover image by Joseph Kalinowski/Content Marketing Institute




Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address

MARKETING

YouTube Ad Specs, Sizes, and Examples [2024 Update]

Published

on

YouTube Ad Specs, Sizes, and Examples

Introduction

With billions of users each month, YouTube is the world’s second largest search engine and top website for video content. This makes it a great place for advertising. To succeed, advertisers need to follow the correct YouTube ad specifications. These rules help your ad reach more viewers, increasing the chance of gaining new customers and boosting brand awareness.

Types of YouTube Ads

Video Ads

  • Description: These play before, during, or after a YouTube video on computers or mobile devices.
  • Types:
    • In-stream ads: Can be skippable or non-skippable.
    • Bumper ads: Non-skippable, short ads that play before, during, or after a video.

Display Ads

  • Description: These appear in different spots on YouTube and usually use text or static images.
  • Note: YouTube does not support display image ads directly on its app, but these can be targeted to YouTube.com through Google Display Network (GDN).

Companion Banners

  • Description: Appears to the right of the YouTube player on desktop.
  • Requirement: Must be purchased alongside In-stream ads, Bumper ads, or In-feed ads.

In-feed Ads

  • Description: Resemble videos with images, headlines, and text. They link to a public or unlisted YouTube video.

Outstream Ads

  • Description: Mobile-only video ads that play outside of YouTube, on websites and apps within the Google video partner network.

Masthead Ads

  • Description: Premium, high-visibility banner ads displayed at the top of the YouTube homepage for both desktop and mobile users.

YouTube Ad Specs by Type

Skippable In-stream Video Ads

  • Placement: Before, during, or after a YouTube video.
  • Resolution:
    • Horizontal: 1920 x 1080px
    • Vertical: 1080 x 1920px
    • Square: 1080 x 1080px
  • Aspect Ratio:
    • Horizontal: 16:9
    • Vertical: 9:16
    • Square: 1:1
  • Length:
    • Awareness: 15-20 seconds
    • Consideration: 2-3 minutes
    • Action: 15-20 seconds

Non-skippable In-stream Video Ads

  • Description: Must be watched completely before the main video.
  • Length: 15 seconds (or 20 seconds in certain markets).
  • Resolution:
    • Horizontal: 1920 x 1080px
    • Vertical: 1080 x 1920px
    • Square: 1080 x 1080px
  • Aspect Ratio:
    • Horizontal: 16:9
    • Vertical: 9:16
    • Square: 1:1

Bumper Ads

  • Length: Maximum 6 seconds.
  • File Format: MP4, Quicktime, AVI, ASF, Windows Media, or MPEG.
  • Resolution:
    • Horizontal: 640 x 360px
    • Vertical: 480 x 360px

In-feed Ads

  • Description: Show alongside YouTube content, like search results or the Home feed.
  • Resolution:
    • Horizontal: 1920 x 1080px
    • Vertical: 1080 x 1920px
    • Square: 1080 x 1080px
  • Aspect Ratio:
    • Horizontal: 16:9
    • Square: 1:1
  • Length:
    • Awareness: 15-20 seconds
    • Consideration: 2-3 minutes
  • Headline/Description:
    • Headline: Up to 2 lines, 40 characters per line
    • Description: Up to 2 lines, 35 characters per line

Display Ads

  • Description: Static images or animated media that appear on YouTube next to video suggestions, in search results, or on the homepage.
  • Image Size: 300×60 pixels.
  • File Type: GIF, JPG, PNG.
  • File Size: Max 150KB.
  • Max Animation Length: 30 seconds.

Outstream Ads

  • Description: Mobile-only video ads that appear on websites and apps within the Google video partner network, not on YouTube itself.
  • Logo Specs:
    • Square: 1:1 (200 x 200px).
    • File Type: JPG, GIF, PNG.
    • Max Size: 200KB.

Masthead Ads

  • Description: High-visibility ads at the top of the YouTube homepage.
  • Resolution: 1920 x 1080 or higher.
  • File Type: JPG or PNG (without transparency).

Conclusion

YouTube offers a variety of ad formats to reach audiences effectively in 2024. Whether you want to build brand awareness, drive conversions, or target specific demographics, YouTube provides a dynamic platform for your advertising needs. Always follow Google’s advertising policies and the technical ad specs to ensure your ads perform their best. Ready to start using YouTube ads? Contact us today to get started!

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

MARKETING

Why We Are Always ‘Clicking to Buy’, According to Psychologists

Published

on

Why We Are Always 'Clicking to Buy', According to Psychologists

Amazon pillows.

(more…)

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

MARKETING

A deeper dive into data, personalization and Copilots

Published

on

A deeper dive into data, personalization and Copilots

Salesforce launched a collection of new, generative AI-related products at Connections in Chicago this week. They included new Einstein Copilots for marketers and merchants and Einstein Personalization.

To better understand, not only the potential impact of the new products, but the evolving Salesforce architecture, we sat down with Bobby Jania, CMO, Marketing Cloud.

Dig deeper: Salesforce piles on the Einstein Copilots

Salesforce’s evolving architecture

It’s hard to deny that Salesforce likes coming up with new names for platforms and products (what happened to Customer 360?) and this can sometimes make the observer wonder if something is brand new, or old but with a brand new name. In particular, what exactly is Einstein 1 and how is it related to Salesforce Data Cloud?

“Data Cloud is built on the Einstein 1 platform,” Jania explained. “The Einstein 1 platform is our entire Salesforce platform and that includes products like Sales Cloud, Service Cloud — that it includes the original idea of Salesforce not just being in the cloud, but being multi-tenancy.”

Data Cloud — not an acquisition, of course — was built natively on that platform. It was the first product built on Hyperforce, Salesforce’s new cloud infrastructure architecture. “Since Data Cloud was on what we now call the Einstein 1 platform from Day One, it has always natively connected to, and been able to read anything in Sales Cloud, Service Cloud [and so on]. On top of that, we can now bring in, not only structured but unstructured data.”

That’s a significant progression from the position, several years ago, when Salesforce had stitched together a platform around various acquisitions (ExactTarget, for example) that didn’t necessarily talk to each other.

“At times, what we would do is have a kind of behind-the-scenes flow where data from one product could be moved into another product,” said Jania, “but in many of those cases the data would then be in both, whereas now the data is in Data Cloud. Tableau will run natively off Data Cloud; Commerce Cloud, Service Cloud, Marketing Cloud — they’re all going to the same operational customer profile.” They’re not copying the data from Data Cloud, Jania confirmed.

Another thing to know is tit’s possible for Salesforce customers to import their own datasets into Data Cloud. “We wanted to create a federated data model,” said Jania. “If you’re using Snowflake, for example, we more or less virtually sit on your data lake. The value we add is that we will look at all your data and help you form these operational customer profiles.”

Let’s learn more about Einstein Copilot

“Copilot means that I have an assistant with me in the tool where I need to be working that contextually knows what I am trying to do and helps me at every step of the process,” Jania said.

For marketers, this might begin with a campaign brief developed with Copilot’s assistance, the identification of an audience based on the brief, and then the development of email or other content. “What’s really cool is the idea of Einstein Studio where our customers will create actions [for Copilot] that we hadn’t even thought about.”

Here’s a key insight (back to nomenclature). We reported on Copilot for markets, Copilot for merchants, Copilot for shoppers. It turns out, however, that there is just one Copilot, Einstein Copilot, and these are use cases. “There’s just one Copilot, we just add these for a little clarity; we’re going to talk about marketing use cases, about shoppers’ use cases. These are actions for the marketing use cases we built out of the box; you can build your own.”

It’s surely going to take a little time for marketers to learn to work easily with Copilot. “There’s always time for adoption,” Jania agreed. “What is directly connected with this is, this is my ninth Connections and this one has the most hands-on training that I’ve seen since 2014 — and a lot of that is getting people using Data Cloud, using these tools rather than just being given a demo.”

What’s new about Einstein Personalization

Salesforce Einstein has been around since 2016 and many of the use cases seem to have involved personalization in various forms. What’s new?

“Einstein Personalization is a real-time decision engine and it’s going to choose next-best-action, next-best-offer. What is new is that it’s a service now that runs natively on top of Data Cloud.” A lot of real-time decision engines need their own set of data that might actually be a subset of data. “Einstein Personalization is going to look holistically at a customer and recommend a next-best-action that could be natively surfaced in Service Cloud, Sales Cloud or Marketing Cloud.”

Finally, trust

One feature of the presentations at Connections was the reassurance that, although public LLMs like ChatGPT could be selected for application to customer data, none of that data would be retained by the LLMs. Is this just a matter of written agreements? No, not just that, said Jania.

“In the Einstein Trust Layer, all of the data, when it connects to an LLM, runs through our gateway. If there was a prompt that had personally identifiable information — a credit card number, an email address — at a mimum, all that is stripped out. The LLMs do not store the output; we store the output for auditing back in Salesforce. Any output that comes back through our gateway is logged in our system; it runs through a toxicity model; and only at the end do we put PII data back into the answer. There are real pieces beyond a handshake that this data is safe.”

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

Trending