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How to Unite Content Marketing and SEO Strategies [Sponsored]

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How to Unite Content Marketing and SEO Strategies [Sponsored]


You already recognize the value of using content to attract new prospects and retain loyal customers. And, like most of us, you’ve probably built your content strategy on the guiding principles of search engine optimization (SEO).

But, in today’s hyper-competitive content marketing environment, perfecting your content purely from an SEO standpoint is no longer enough to reach your target audience and generate valuable leads. If you want to keep attention on your brand, it’s essential to reevaluate your content strategy to deliver value that goes beyond keywords and social media snippets.

In this article, you’ll learn why savvy marketers need to avoid focusing solely on SEO. You’ll also discover ways to kickstart your content marketing strategy so it caters to your customers’ true content preferences.

Keep reading to learn how to develop a data-driven content strategy that will keep you ahead of your competition.

Key takeaways:

  • A successful marketing strategy combines the power of SEO and content.
  • Content marketing that utilizes data will attract, engage, and convert your target audience even more.
  • To drive more impact, your content needs to be easily shareable and searchable.

According to recent data, 68% of trackable website traffic begins with a search. SEO is a strategy that focuses on optimizing the content published on your website so it ranks higher on organic search engine results pages (SERPs) and helps build your brand’s domain authority.

In theory, the higher your content ranks on a SERP, the more likely new prospects will click on the links that lead to your website, where they can convert as customers. But as search algorithms are constantly evolving, you’re forced to continually update your SEO strategy to ensure it meets Google’s latest criteria. This means building your content strategy around SEO considerations alone will never be the most practical or cost-effective long-term solution.

On the other side, content marketing focuses on developing quality content that engages your target audiences and provides them with valuable information about your brand, your products or services, and other relevant topics they care about. With a successful content strategy, you can establish trust and build credible authority in your industry. Of course, if prospects can’t find your content when they’re searching, your creative development efforts are going to waste.

To ensure the SEO and content marketing strategies you’re building will complement each other, here are a few steps you’ll need to take:

  • Understand your audience: Researching your ideal prospect’s challenges, needs, and interests ensures that your content will appear to the right people when they do a search.
  • Conduct keyword research: Finding the right keywords to use in your content will help you rank higher in search results and reach more of the people you’re targeting.
  • Develop more-informative content: Creating relevant content for your customers will improve your engagement, rankings, and overall authority. Even more importantly, it can help you stand out from your competitors.



Remember – it’s not about choosing content marketing over SEO. Instead of viewing the tactics as separate, the key is to take a holistic approach where SEO and content can work together in parallel, thus driving more engagement and conversions.

Yes, SEO does have a vital role to play in content success. But when it comes to your overall marketing strategy, the old saying, “content is king” rings true. Industry research supports this. For example, 82% of marketers in HubSpot’s 2021 industry report say they actively use content marketing. However, simply creating content isn’t enough to ensure that you’ll achieve strong returns on your content investment.

One key to becoming more successful with your content development strategy is to use data to understand your audience’s preferences – both within your industry and across the greater content landscape.

Today, there are advanced platforms and tools that utilize AI and machine learning to analyze data that go beyond SEO results. Contrend, for example, is a SaaS content marketing platform that looks at more than 20 different data sources to learn and recommend the best tones, styles, images, and formats of content that your target audience wants to consume.

With these deeper, concentrated data insights, you can develop a content strategy that will lead you to create content that converts more reliably and delivers the best possible ROI. For example, videos, blogs, and e-books continue to rise in popularity due to their digestible nature. But your target audience may actually prefer engaging with another form of content – something you’ll only know if you have the right data on hand.

Videos, Blogs, and eBooks are the Primary Content Formats

Some types of content may be more popular, but will they perform better than others? (Via HubSpot)

Now, this doesn’t mean you should kick your SEO strategy to the curb and just concentrate on creating content. You need to focus on making content marketing work alongside SEO. Here are a few reasons why:

Valuable content answers questions and solves problems
First off, technical SEO aspects like headlines, alt attributes, and URL structure are essential to maintaining an optimized and crawlable website. However, whether you rank number one or number 21 in search results, technical SEO won’t keep someone engaged once they reach your website. In fact, it could lead to a higher bounce rate if your content isn’t meeting your visitors’ expectations.

Within your content, use your list of targeted keywords and similar relevant search terms naturally to signal to search engines that your website is a good match for the original search intent.

While “quality” content isn’t a new concept for marketers, it goes well-beyond keywords when it comes to meeting your customers’ needs:

  • The content needs to be completely original and offer unique information that only your brand can share, which is an excellent opportunity to leverage thought leadership.
  • Typically, a user lands on your content because they’re looking for an answer to their question. Make sure you include actionable tips and insights throughout your content to help them solve their original inquiry.
  • For your content to reach “royal status,” it needs to stand alone as an evergreen resource.

The more you develop customer-centric content and build credibility, the more backlinks and industry authority you’ll earn. It’s a win-win!

Sharable content on social media helps your brand rank
Your audience uses the internet and social media to find answers, build relationships, and share content. Even if SEO gets you in front of your audience, it doesn’t guarantee that they will like you or want to share your content with others in their digital social circles. While social shares don’t directly impact your Google ranking, social profiles typically appear high in search results, letting search engines and potential customers know that you provide engaging content that’s worthy of a click.

Developing blogs is a top priority for 53% of marketers, likely because this content is highly shareable and optimizable. To create more shareable content and get your social profiles to rank higher in search results, your content should:

  • Elicit an emotional response from readers
  • Allow prospects to see themselves in your material
  • Relate to trending topics in your industry to stay relevant
  • Provide helpful advice, solutions, and answers
  • Present information in visually appealing formats, like infographics

Infographics Drive the Most Shares on Social Media

Some types of content are more shareable than others. (Via OptinMonster)

Structure content to drive engagement and conversions
With the right SEO strategy, you have the potential to drive virtually limitless amounts of traffic to your website. However, all those website visitors contribute nothing to your bottom line if they aren’t converting into customers.

It’s essential to consider how your SEO and content marketing will impact your sales funnel. To fill your pipeline with qualified leads, structure content with these three components in mind:

  • Utilize on and off-page SEO to enable your target audience to find you in search results.
  • Build trust among your prospects through high-quality, high-value content that positions your brand as a clear thought leader.
  • Drive conversions by helping leads feel more connected to your brand.

While SEO helps you reach the first step, you also need impactful content marketing that will engage your audience and drive them farther down your funnel towards conversion.

Instead of relying on traditional content marketing metrics like SEO and social listening, your content strategy should be built from data that delivers a complete picture of your audience’s content preferences. Applying the right data in the right way to attract, engage, and convert your target audiences not only complements your SEO strategy and goals, but it also increases your ROI.

While you’ll never control the search engine’s ranking factors, Contrend will help you build a content marketing strategy that enables you to build meaningful relationships with your target audience and increase your industry credibility.

About Contrend

Contrend is a scalable, affordable SaaS solution that harnesses the power of artificial intelligence and machine learning to recommend the topics, styles, formats, tones, and images that will convert your audience.

How? Contrend harvests data from numerous content sources, not just from SEO and social-listening metrics. In addition to top search engines, our data partners include YouTube, Alexa, Semrush, Meltwater, podcast platforms, and dozens more.

Tried and trusted by businesses around the world, including KPMG, Hilton, and Standard Chartered, Contrend can operate in any industry and market, requires limited integration, and can be rapidly deployed to help you revolutionize your content strategies, production, and reporting today.

Leverage deep data insights and predictive content recommendations to cut through the noise and create content your audience actually wants.

Ready to revolutionize your content strategy? Get started with Contrend today!





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Drive Conversions and Generate Engagement With Instacart Promotions

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Drive Conversions and Generate Engagement With Instacart Promotions

Through deals and coupons, Instacart has saved consumers more than $700 million in 2022. As we dive into 2023, the leading grocery technology company in North America has big plans to help consumers save even more while also helping CPGs generate sales. Instacart recently announced an advertising solution that helps both sellers and consumers called Instacart Promotions. This exciting feature is designed to help drive conversions, boost sales, and generate overall engagement on the app.

Interested in this feature and how it can help your business on Instacart? Read on as we dive into everything you need to know about this ad solution including benefits, how to get started, and more.

 

What are Instacart Promotions?

 

Instacart Promotions is an advertising feature that’s now available to all brand partners, including emerging brands, within their open beta program. Promotions give CPGs the opportunity to offer new deal structures, promotions, and incentives with Instacart Ad campaigns. With this feature in place, consumers will have access to more promotions, coupons, and deals that are tailored to them within the Instacart Marketplace.

“With the launch of our new Instacart Promotions, all of our brand partners now have the ability to set up coupons and promotions that can drive meaningful business results while also passing on more savings opportunities to consumers. We’re proud to continue expanding our portfolio with additional self-service capabilities, ad formats that drive results, and measurement that brands need to understand the true impact of their campaigns on Instacart.”

 

– Ali Miller, VP of Ads Product at Instacart

 

Source: Instacart

 

How Do Instacart Promotions Work?

 

Promotions, now available in Ads Manager, gives consumers the ability to discover more promotions and savings opportunities within the Instacart app. These promotions now show up directly on product item cards before checkout for easy accessibility. Promotions allow advertisers to customize their campaigns to sync with their goals and objectives whether that be driving sales, building baskets, or boosting trials.

Instacart shared a recent example of a brand successfully utilizing Promotions… 

Athletic Brewing, General Mills, Sola Company, and Wells Enterprises (maker of Halo Top) are strengthening campaign performance by pairing Instacart Promotions with ad formats such as Sponsored Product and Display. Instacart Promotions include two new flexible and customizable structures: Coupons (“buy X units, save $Y”) and Stock Up & Save (“Spend $X, Save $Y”). 

According to Instacart, in the coming months, the company “will work to further enhance the new offering with new deal structures such as Free Gifts and Buy One, Get One (“BOGO”). The new deal structures will help brand partners run “Free Sample” programs that can win new customers and serve personalized discounts for different customer segments, such as “new to brand” and “new to category.”  

 

Example of Instacart Promotions

Source: Instacart

 

Instacart Promotions Benefits

 

Deliver Value and Savings to Consumers

 

With Instacart Promotions, you have the opportunity to deliver value and savings that will have consumers coming back for more. With this savings feature, your brand can stand out among the competition and offer a variety of deals to shoppers ie: “Buy X units, Save $Y”.

 

Hot tip: Ensure you are selecting products for your promotion that are well-stocked and widely available.  

 

Tailor Your Campaigns to Specific Objectives

 

With a variety of savings options available, your brand can structure deals to fit specific business goals and objectives. 

 

Hot tip: If you’re looking to drive visibility and awareness, try pairing promotions with Sponsored Product campaigns. 

 

Access Real-Time Performance Insights 

 

The Promotions beta program is live and can be accessed within Instacart Ads Manager. Within Ads Manager, advertisers can access real-time insights to maximize performance and adjust campaigns as needed.

 

Hot tip: Make sure your budget matches your discount and objectives.

 

“As an advertiser, Instacart’s unique offering to self-manage promotions is so exciting! Historically, making adjustments to offer values and other promotion parameters was a more manual process, but now we’ll be able to easily make optimizations in real-time based on redemption performance.”

Emily Choate

Emily Choate, Senior Specialist, Marketplace Search at Tinuiti

 

Interested in Instacart Promotions?

 

With Instacart Promotions, you have the opportunity to reach new customers, build bigger baskets, and drive sales. Interested in testing out the beta program or looking to get started with advertising on the app? Drop us a line – we’d love to help elevate your CPG brand on Instacart.

 

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(Re)Introducing your favorite Optimizely products!

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(Re)Introducing your favorite Optimizely products!



It’s important to us that you, our valued customers and partners, can identify with the tools you use daily.  

In that pursuit, Optimizely set out to simplify the way we talk about our product suite. That starts, first and foremost, with the words we use to refer to the technology.  

So, we’ve taken a hard look at everything in our portfolio, and are thrilled to introduce new names we believe are more practical, more consistent, and better representative of the technology we all know and love.  

You may have seen some of these names initially at Opticon 2022 as well as on our website. In the spirit of transparency, the team here at Optimizely wanted to make sure you had full visibility into the complete list of new names, as well as understand the context (and rationale) behind the changes. 

So, without further ado… 

Which names changed?  

Some, but not all. For your ongoing reference, below is a complete list of Optimizely products, with previous terminology you may be familiar with in the first column, and (if applicable) the new name in the second column.  

Used to be… 

Is now (or is still)… 

Meaning… 

DXP 

Optimizely Digital Experience Platform 

A fully-composable solution designed to support the orchestration, monetization, and experimentation of any type of digital experience — all from a single, open and extensible platform. 

Content Cloud 

Optimizely Content Management System 

A best-in-class system for building dynamic websites and helping digital teams deliver rich, secure and personalized experiences. 

Welcome 

Optimizely Content Marketing Platform 

An industry-leading and user-friendly platform helping marketing teams plan campaigns, collaborate on tasks, and author content. 

DAM 

Optimizely Digital Asset Management 

A modern storage tool helping teams of any size manage, track, and repurpose marketing and brand assets (with support for all file types). 

Content Recs 

Optimizely Content Recommendations 

AI-powered and real-time recommendations to serve the unique interests of each visitor and personalize every experience. 

B2B Commerce 

Optimizely Configured Commerce 

A templatized and easy-to-deploy platform designed to help manufacturers and distributors drive efficiency, increase revenue and create easy buying experiences that retain customers. 

Commerce Cloud 

Optimizely Customized Commerce 

A complete platform for digital commerce and content management to build dynamic experiences that accelerate revenue and keep customers coming back for more. 

PIM 

Optimizely Product Information Management 

A dedicated tool to help you set up your product inventory and manage catalogs of any size or scale. 

Product Recs 

Optimizely Product Recommendations 

Machine-learning algorithms optimized for commerce to deliver personalized product recommendations in real-time. 

Web 

Optimizely Web Experimentation 

An industry-leading experimentation tool allowing you to run A/B and multi-variant tests on any channel or device with an internet connection. 

Full Stack 

Optimizely Feature Experimentation 

A comprehensive experimentation platform allowing you to manage features, deploy safer tests, and roll out new releases – all in one place. 

Personalization 

Optimizely Personalization 

An add-on to core experimentation products, allowing teams to create/segment audiences based on past behavior and deliver more relevant experiences. 

Program Management 

Optimizely Program Management 

An add-on to core experimentation products, allowing teams to manage the end-to-end lifecycle of an experiment. 

ODP 

Optimizely Data Platform 

A centralized hub to harmonize data across your digital experience tools, providing one-click integrations, AI-assisted guidance for campaigns, and unified customer profiles. 

 

So, why the change?  

 It boils down to three guiding principles:  

  1. Uniformity: Create a naming convention that can be applied across the board, for all products, to drive consistency 
  2. Simplicity: Use terms that are both practical and concise, ensuring the names are something that everyone can understand and identify with  
  3. Completeness: Develop a framework that showcases the full and complimentary nature of all the products and solutions within the Optimizely suite 

 As the Optimizely portfolio comes together as a complete, unified platform, it’s important that our names reflect this, as well as support our 3 key solutions (i.e. orchestrate amazing content experiences, monetize every digital experience, and experiment across all touchpoints).  

Other questions? We’ve got you covered. 

Q: Why have you made these product name changes? 

    • We wanted to simplify how we talk about our portfolio. The renaming applies a naming convention that is both practical and concise.  

 

Q: Do the new product name changes affect the products I own? 

    • No, there is no impact to product functionality or capabilities.  

 

Q: Do the new product name changes affect who is my Customer Success Manager or Account Manager?  

    • No, there are no changes to your Customer Success Manager or Account Manager. 

 

Q: Do the new product name changes affect the ownership of the company?  

    • No, ownership of the company has not changed. We have only made changes to the Product Names. 

 

Q: Have any contact details changed that I need to be aware of?  

    • Only contact details for former Welcome customers has changed. These are the new contact details you should be aware of: Optimizely, Inc.| 119 5th Ave | 7th Floor | New York, NY 10003 USA. Phone: +1 603 594 0249 | www.optimizely.com 

 

Q: Where can I send any follow up questions I might have?  

    • If you have any questions about the Product Names, please contact your Customer Success Manager or Account Manager.  


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Email Marketing Trends 2023: Predictions by the Industry Stalwarts

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Email Marketing Trends 2023: Predictions by the Industry Stalwarts


Every year, we see new trends entering the world of email marketing.

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