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The Ultimate Guide to Marketing Calendars



11 B2B Content Ideas to Fuel your Marketing (with Examples)

Marketing is a creative field that involves things like crafting clever social media content, writing compelling copy, designing eye-catching infographics, and more. 

However, marketing also requires organizational skills. That’s where having a robust marketing calendar comes in handy. 

Calendars help you keep track of everything your marketing team is producing and publishing. In order to be useful, a marketing calendar needs to contain several key pieces of information.

We’ll teach you everything you need to know about these calendars to help you make the most of them, including:

  1. What Is a Marketing Calendar?
  2. Why Do You Need a Marketing Calendar?
  3. What Should Be Included In a Marketing Calendar?
  4. What to Look For When Comparing Marketing Calendars
  5. Marketing Calendar Templates

What Is a Marketing Calendar?

A marketing calendar is a calendar that helps you plan and execute your brand’s marketing strategy. A practical calendar displays both campaign overviews and more detailed information about projects, such as who is responsible for them, what progress has been made, and when tasks will be completed.

Your team should use an overarching calendar to display all of its initiatives, as well as granular calendars for specific campaigns or media, like a social media marketing calendar, advertising calendar, or editorial calendar for your content marketing activities.

Shared digital calendars are more useful than paper or whiteboard calendars because they allow for greater visibility and collaboration. Although you can build a calendar in a spreadsheet, it’s best to find a solution that integrates with the rest of your marketing tools to streamline processes.

Why Do You Need a Marketing Calendar?

A marketing calendar can help your team increase accountability, alignment, and visibility, meet goals, prevent overlapping efforts, and stay on budget.

Increased Accountability

A calendar is an essential project management tool that helps you execute your marketing plan and meet deadlines. When you know when a LinkedIn post will go up or who needs to provide approvals for a newsletter, your team can go ahead and just do the work.

Meeting Goals

When you follow through with your plans, you can meet your marketing goals more easily. A calendar helps you stay on target so that no task gets left behind.

Increased Alignment

A calendar can keep your team aligned on projects that are planned and in progress. When everyone knows who is working on what, you can manage expectations and bandwidth more easily.

Avoid Overlapping Efforts

Calendars help your team avoid an overlap in efforts. A social media calendar, for example, can help prevent accidental double posts from team members who work on different campaigns but manage the same accounts.

Increased Visibility

Calendars can also give external stakeholders insight into the inner workings of your team. Your calendar should serve as a single source of truth to ensure clients, bosses, and investors are in the know about upcoming and in-progress projects.

Staying on Budget

When you’re aware of everything that’s going on within your team, you can better control your marketing budget. That includes managing your freelance budget, understanding your entire team’s bandwidth, and knowing when you need and have the resources to add people to your team. 

What Should Be Included In a Marketing Calendar?

Using Different Types of Marketing Calendars

Your team doesn’t need to work off of just one marketing calendar. In fact, it’s best to have a comprehensive calendar that lets you quickly see which blog posts are in the works and what ad creative is going live at any time, and several content-specific calendars to help the team members assigned to these projects stay focused.

So, in addition to a main timeline, you may also want to consider creating calendars for each of your marketing channels, including a(n):

  • Content marketing calendar for organizing blog posts, reports, whitepapers, web pages, and more.
  • Social media calendar that keeps your social media campaigns organized by showing what is being published to which channels and when.
  • Email marketing calendar for planning your newsletter publication schedule.
  • Advertising campaign calendar that shows when you’re running digital, print, radio, and out-of-home ads.
  • Events and partnerships calendar for organizing webinars, conferences, influencer campaigns, and more.

Let’s take a deeper dive into three major types of marketing calendars you may want to use: 

1. Marketing Plan Calendar

This is the mother of all planning calendars, from a marketing perspective. This will include everything in your marketing plan.

Your marketing plan calendar moves beyond just content creation. It also includes project timelines, major milestones, and expected dates of completion for the campaign in general. 

This is the resource your team members will look at when they need to remember any dates involved in your marketing plan, be those content or task-related. 

2. Editorial Calendar

flexible content workflows

An editorial calendar is a calendar you’ll use to organize all of your content thematically throughout the duration of your campaign. This is where you’ll include themes, topics, and dates for various content types as well as other important dates to remember during the campaign. 

Here’s an example: let’s say you’re a flower shop planning your editorial calendar for the year. You may want to highlight dates such as Christmas or Mother’s Day (high volume periods) as particularly important time frames in your content planning approach. 

3. Social Media Calendar

An editorial calendar encompasses all your content, whereas a social media calendar only captures your social media platforms. This content may be a part of your editorial calendar, but only social content will be included in your social media calendar. 

This is particularly helpful if you have a robust, multi-channel social media presence. If you’re active on several channels, having a calendar strictly for your social media marketing efforts will prove invaluable.

Essential Elements of Marketing Calendars

In order for these different types of marketing calendars to work together (and work for you), each calendar should include:

  • A high-level overview of projects. Color coding helps you visualize what is happening when.
  • Deadlines, including not just final due dates, but also intermediary milestones that help keep the project moving along.
  • Who is involved in the project. When you use a sophisticated calendar tool like Welcome’s, you can easily tag all parties involved so that they automatically know when it’s their turn to take action. 
  • Project details, like a brief, resources, and assets that should be used. All of these details can be difficult to fit into a calendar built through Microsoft Excel or a Google Calendar. But with a calendar tool built for marketers, all of this information can fit seamlessly into your timeline.

These features and organizational tactics help your team stay on track of marketing campaigns and facilitate your workflow.

What to Look For When Comparing Marketing Calendars

There are lots of marketing calendar solutions out there. While creating something in Google Sheets or Docs can help get the job done, a more sophisticated tool can help empower your team’s best work and increase efficiency. 

When comparing tools, look for one that:

  • Lets you do more than just see projects and deadlines. The best calendars facilitate projects by letting you add briefs, share resources, and upload assets.
  • Streamlines collaboration. You should be able to easily add both internal and external stakeholders, like freelancers and clients, to projects in the calendar. 
  • Promotes visibility. Stakeholders should easily be able to access the calendar to understand what’s going on at any given time. 
  • Helps you stay on target. Look for progress tracking features that make it clear what’s been done and what’s left to do on a project. Your calendar should be part timeline, part checklist.
  • Lets you customize as much as possible. You should be able to customize views, filters, calendars, colors, and more so that your calendar works for you, instead of the other way around. Bonus points if you can save these customizations for easier use next time.
  • Lets you toggle views. Since what works for one member of your team may not work as well for another team member, it’s important to look for a calendar that offers various layouts, such as traditional calendar, timeline, and Gantt views.
  • Makes it easy to sort through projects. Look for advanced filtering tools that help you find in-progress and planned campaigns in a breeze. 
  • Plays well with your other marketing tools. Just like your team works with other departments at your company, your calendar should integrate with the other tools in your tech stack.
  • Helps you grow. Your calendar should be more than just a calendar. It should help your marketing team do its best work by offering other capabilities, such as a place to brainstorm and draft different types of content, tools for leaving feedback on a podcast, or the ability to track KPIs and metrics.

Don’t settle for a calendar that doesn’t come with these capabilities.

Marketing Calendar Templates

What Makes A Good Content Calendar Template

There’s a thin difference between a good calendar template and a great marketing calendar.

That said, marketers who document their strategies are 313% more likely to succeed

 An editorial calendar is the logical foundation of your content strategy. That’s why you need an effective content calendar.

Some of its qualities include:

  • Customer-Centricity in an Editorial Calendar
  • A Calendar Template That Is Goal Defined
  • A Calendar That Qualifies and Categorizes Leads
  • Research and Metrics in a Content Calendar
  • Capacity Planning Goes A Long Way

Customer-Centricity in an Editorial Calendar

What was the reason behind that decision to have social media posts each Friday, or similarly the sending of emails each morning?

It could be because your team members are burnt out, your customers show more social media engagement on weekends, or that you just like posting on Fridays?

An effective editorial calendar should always have the customer at the center. If you’re posting on Fridays, it should be because the customer is more active on Fridays.

Instances in the calendar should use metrics to discover:

  • When the customers are more active for a particular medium
  • Seasons and holidays when the prospect favors a specific medium
  • Feedback on the pieces of content the audience likes

A Calendar Template That Is Goal Defined

Goal definition is one of the most crucial aspects of an effective marketing strategy.

What are your marketing efforts set to achieve? It could be:

For lead generation, a marketing campaign calendar will mostly lean on blogs and email marketing. For thought leadership, on the other hand, long-form content such as white papers should have more prominence.

An occasional podcast on the content marketing strategy will be great for building a knowledge base, brand loyalty, and customer retention.

A Calendar That Qualifies and Categorizes Leads

One thing we can all agree on is that all leads and prospects are not the same. That said, the journey of conversion should reflect on your content calendar since the development of leads is not linear but an arc.

Your content marketing strategy should map out the top-funnel lead, middle funnel, and bottom-funnel lead. Always see to it that:

  • Content creation is at all levels of lead qualification
  • The start of your marketing campaign should leverage top-funnel marketing strategies
  • The types of content should become more intensive as the marketing strategy progresses
  • Content should not leave out loyal and existing customers

Research and Metrics in a Content Calendar

Content ideas and planning should happen in the context of a lot of research and metrics. There should be a statistic or metric behind each instance in your content calendar. 

While creating your integrated marketing calendar, ensure to:

  • Leverage feedback on already existing blogs
  • Get guiding statistics from Google Analytics
  • Perform a content audit

Capacity Planning Goes A Long Way

Your content calendar should also consider the amount of workload your team members can handle at a time.

To streamline workflows, it should also equally distribute tasks across teams, departments, and stakeholders to ensure that no single person is overburdened by the work. 

The following welcome tools come in handy:

  • Progress tracking
  • Time management
  • Productivity management

That’s A Lot Of Trouble: Why Go Through It All In The First Place?

Well, why spend time on a marketing calendar template?

Marketers have better things to do on Fridays, beer included. Excel spreadsheets are also cheap, and your marketing is probably doing fine.

Benefits of content calendars include:

  • To Effect Your Marketing Strategy
  • Creating Your Marketing Crystal Ball
  • Empowering Your Marketing Teams

1. To Effect Your Marketing Strategy

Though many marketers may not admit it initially, content marketing is hard.  Subsequently, many large and small businesses run on almost ineffective marketing strategies.

Social media posts go unnoticed, public relations are in dire straits, and email campaigns are a disaster where prospects unsubscribe unceremoniously.

This is often due to the lack of a plan in marketing activities, something a content marketing template is here to fix.

2. Creating Your Marketing Crystal Ball

A well-documented marketing plan will enable you to strategize on tomorrow’s marketing today. No shocks and surprises again.

You don’t want a situation where it’s the 4th of July, when prospects always respond best to your marketing efforts, but you already spent your budget on other marketing activities.

3. Empowering Your Marketing Teams

Show me your marketing team, and I’ll tell you how successful your marketing strategy is. Is your team running around with ancient and outdated marketing tools?

Do they use sticky notes and spreadsheets with no plan whatsoever while missing due dates and deadlines?

If so, then, Houston, we have more than a problem.

A marketing calendar template empowers your marketing team. It takes their productivity and marketing efforts and puts it to the best use. 

Eventually, you end up with:

  • Happier
  • Motivated 
  • More productive team members.

What a Social Media Calendar Template Looks Like

As noted above, your social media calendar will look slightly different from an editorial calendar or even your marketing plan calendar. It only covers your social assets. 

A typical social media calendar will contain the following information: 

  • Length of the social media campaign
  • Frequency of posts
  • Platforms you plan to use

Here’s how a hypothetical week of social content may look: 

  • Monday: 2 tweets, 1 Facebook post, 1 blog on LinkedIn
  • Tuesday: 2 tweets, 1 Facebook post, 1 Instagram post and story
  • Wednesday: 2 tweets, 1 Facebook Post, 1 blog on LinkedIn
  • Thursday: 2 tweets, 1 Facebook post, 1 Instagram post and story
  • Friday: 2 tweets, 1 Facebook Post, 1 blog on LinkedIn 

Note: these aren’t necessarily best practices for the number of posts or which platforms to use. This is just an example to show you how your calendar may look after you’ve selected the social networks you’d like to use.

A Marketing Calendar Template that Supports Winning Marketing Campaigns

Welcome marketing calendar

So what will a successful marketing calendar template look like? Some of the basics include clearly listing the campaign the calendar belongs to as well as the responsible team members for each task/content format.

Your calendar should match the length of the campaign. In other words, don’t include months/weeks falling outside the campaign’s range – that’s useless data your team doesn’t need. 

When it comes to the actual calendar part of the template, here are some of the features you’ll want to include:

  • An overview of all major campaign-related tasks and associated deadlines
  • The schedule for all content marketing posts 
  • The schedule for all of your social media posts
  • The schedule for all your email marketing efforts 

Different members of your team may be responsible for each aspect of your marketing plan. Still, it’s good to have all this information in one place.

View your marketing plan as an ecosystem, with all parts interrelated. Your calendar enables your team members to understand how these pieces will function together and when they will occur. That way, there’s less confusion and clutter.

Creating the Ultimate Editorial Calendar Template

There is no perfect way to create an editorial calendar. However, the following steps are a constant in almost all effective calendar templates:

  • Choose A Content Marketing Calendar Tool
  • Perform Some Role Definition In Your Content Calendar
  • Single Out Your Social Media Target Audience
  • Content Ideation For Your Content Marketing
  • Choose Your KPIs and Metrics
  • Come Up With A Publishing Schedule For Your Marketing Plan
  • Calendarize Your Publishing Schedule

1. Choose A Content Marketing Calendar Tool

Before you begin, you have to choose a content marketing calendar tool. Some marketing management software like Welcome offer free marketing calendar templates that you can customize to your functionality.

However, for a simple and non-complex marketing plan, you can use free tools like:

  • Google Sheets
  • Microsoft Excel templates
  • Free download marketing templates

2. Perform Some Role Definition In Your Content Calendar

Role definition goes a long way to streamline the workflows in your marketing campaign. This is something that should spill even into your content calendar.

In so doing, each instance of your marketing template should answer the question “by who?” Ensure to:

  • Assign roles such as head of email marketing and head of social media
  • Assign a team leader to each team
  • Assign each task to a team member
  • Assign different pieces of content to content creators
  • Cluster social media platforms and put someone in charge

3. Single Out Your Social Media Target Audience

Now that all stakeholders have defined roles, what’s left is to define your audiences. Remember, you can attract different audiences for different marketing channels. 

Your elderly prospects are not likely to be on Instagram. Similarly, your teenage leads are probably now discovering LinkedIn.

Customers like relevant and personalized content. That’s why vague and non-personalized content has 88% lower response rates than personalized content. For successful content mapping, ensure you have:

  • A target audience for each social media platform
  • Buyer personas for an effective marketing strategy
  • A separate tab for email marketing target audiences

4. Content Ideation For Your Content Marketing

After defining your target audience, what your content calendar template needs is content ideas. At this stage, your stakeholders not only brainstorm the content creation and ideation but also:

  • The marketing channels for the content, i.e., social media and email marketing
  • The types of content, i.e., blogs, podcasts, email
  • The social media platforms for each type of content

With this vision in mind, a marketing team can then go ahead and plan current and future content for their marketing strategy. Ensure to:

  • Brainstorm on keywords for search engine optimization
  • Come up with topics that are relevant to the target audience
  • Ensure to have a healthy balance between recent news and evergreen content

5. Choose Your KPIs and Metrics

What good is a marketing plan if you can’t tell whether it’s working? This is where the key performance indicators (KPIs) come in.

These are metrics that help you measure your marketing campaign’s progress and discover whether your marketing efforts are paying off. Key marketing metrics include ROI, SEO, engagement, and time on site, among others. Ensure to:

  • Leverage progress tracking tools on platforms like Welcome
  • Utilize free analytics tools such as Google Analytics
  • Perform content audits every once in a while

6. Come Up With A Publishing Schedule For Your Marketing Plan

With all that as a foundation, what’s left and probably the most crucial is scheduling. This is determining when to disseminate the content to your target audience. 

Remember, content creation is nothing without timely content distribution. To achieve your marketing goals, you have to ensure:

  • You appreciate seasonality (engagement spikes) in your marketing schedule
  • Your publishing schedule is at the prospect’s convenience
  • Your social media marketing can be automated
  • Your publishing schedule respects special marketing days for your small business

7. Calendarize Your Publishing Schedule

With the wealth of insight and information, the second last step before content creation is filing your content marketing template. If it was a social media calendar, fill it with the social media content relevant to your marketing plan.

Using Welcome’s Marketing Calendar Template

Looking for a calendar template? Look no further than Welcome

Our marketing orchestration platform comes with a calendar that has all of the must-have features listed above. The best part is, you can access our calendar template with a free Welcome account. 

Here’s how to use Welcome’s marketing calendar feature:

  1. Head to the “Plan” tab on the left side of your dashboard. 
  2. To add a new project to the calendar, click on the purple plus sign on the top right corner. You can create a new campaign, event, task, work request, or pitch request.
  3. Depending on what type of project you want to create, you’ll need to provide different information. For example, to create a blog post, you’ll need to enter a tentative title, a brief, a start date, a deadline, links to media assets, and attachments (if needed), and then assign the blog post to a team member.
  4. Once you fill your calendar with projects, you can toggle between various views: list, calendar, timeline, and board. You can even create and save custom views for custom calendars, such as a social media calendar or editorial calendar.
  5. You can even sort the calendar using various filters, such as by assignees, campaigns, important dates, status, and more.
  6. While you can tag external stakeholders on your calendar in Welcome, you can also easily export your calendar as a PDF or CSV to use off the platform.

Welcome’s calendar has all the features you need to keep campaigns moving along seamlessly.

A Marketing Calendar Should Empower Your Team’s Best Work

At the end of the day, a calendar shouldn’t be the focus of your work. It should be a helpful resource and project management tool that sits in the background and empowers you to do your best work.

Welcome’s all-in-one marketing orchestration platform has all the tools you need to plan, execute, and measure the success of your marketing efforts.

Sign up for a free trial today.

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Chatbot Improving Customer Experience in Online Business



Chatbot Improving Customer Experience in Online Business

Globally, more people are using smartphones now. The use of text-based chatbots is the most significant trend that has been noticed. Although we think of the chatbots for current smartphones as rudimentary, it is anticipated that the automated discussions on which the chatbots are based will become more valuable. The chatbots offer customers recommendations.

Here’s the explanation for those who are yet to have a better understanding of the term.

What is a Chatbot?

Artificially intelligent chatbots that automate customer interactions are likely the most promising technology in the digital era. Businesses like Facebook are spending much money creating and promoting their Facebook Messenger platform and adding a Developer SDK and Messenger API. You can create your chatbot if you know some programming and technical jargon.

A Chatbot is a computer application that uses a messaging platform or app to communicate digitally with consumers. Enterprise chatbots often use big data and artificial intelligence to learn more intelligently about people with each contact. To achieve this, they employ a system of neural networks, which technologically mimic the enormous connections in the human brain.

As artificial intelligence technology advances, AI-based chatbots will gradually be adopted into all human-computer interactions across all industries.

Factors That Influenced The Need For ChatBots in Various Industry Segments

  • It’s difficult to dispute the rising popularity of texting apps. The development of artificial intelligence technology has raised the bar for chatbots.
  • AI increases the accuracy of machine parsing and understanding of requests by up to 90% when used in conjunction with natural language processing.
  • Sophisticated notifications that are always on across devices and take into account the situation’s context are another essential element.
  • The personalization of virtual communication and the capacities of predictive aid were enhanced by the accelerated development of all types of sensors and wearables, as well as analytics and data science.
  • The chatbot’s functionality is expanded further by the payment integration to other parties via APIs.

A new challenge for businesses and ability offers, chatbot app development, has every opportunity of becoming one of the hottest trends.

Chatbots Are New Way To Interact With Customers

An AI-based chatbot is one of the newest innovations fostering the expansion of companies with an online presence. Forbes claims that more than 80% of retailers worldwide intend to use online chatbots in marketing in some capacity by 2020. Additionally, it is anticipated that by 2025, the chatbot market will be worth $1.25 billion.

Many companies are working to develop chatbots to assist organisations aiming for automation. Businesses’ marketing and consumer interaction strategies must include chatbots. They support companies by:

  • Facilitating automated user interaction
  • Offer 24/7 customer assistance
  • It produces leads
  • Save time and effort for people
  • Speed up customer response

Chatbots Supporting Key Industrial Verticals

Chatbots assist with everyday conversations, e-commerce, trip arrangements, and more. Today, marketers are employing chatbots more and more extensively to boost e-commerce, particularly concerning younger clients.

The technopreneurs are adamant that chatbots have the potential to raise user shopping cart contents and attract transactions. In addition, chatbots offer more significant potential for consumer involvement and customization while reducing the activities of a customer support representative and sales associate. For instance, the conversational commerce paradigm has been revolutionized by Amazon’s chatbot named “Echo,” which enables users to ask the bot anything they want.

  • You may order a taxi using Uber, another well-known chatbot for messaging apps.
  • For ordering food for delivery home, consider Taco Bell and Domino
  • Users who utilize HelloVote can register to vote.
  • Users may search for and book flights with Icelandair.

Why Should Your Business Consider Implementing ChatBots?

Businesses use many resources in customer service and technical support. Chatbots can also aid in the improvement of this procedure. You will notice that most inbound requests are identical once you have examined them.

You can automate repetitive queries by building a chatbot for your company. Your consumer will value the direct communication from support service that avoids holding on the line and speaking to strangers.

  • By 2023, 86% of customer retention will be handled automatically.
  • ChatBots are the most often employed AI technology in businesses, according to 35% of executives from various sectors.
  • In the next few years, intelligent agents will handle 45% of all mobile interactions.

Taking The Next Leap – Integrating Chatbots

You have probably never noticed one intriguing detail. Millions of various apps are available in in-app marketplaces. However, the research reveals that users spend roughly 24 hours each month using apps, with just five apps receiving 80% of their attention. Facebook, Snapchat, TikTok, and WhatsApp are, without a doubt, among them. As a result, it is challenging to launch a new app for your company, but there are still good chances that you will be able to include your chatbot in a platform like Uber Clone App that is used frequently by your users.

From a practical standpoint, bots might provide more efficient and quick user contact. Uber is a good example. When the Uber app is opened, the user can call a taxi with a single button. With the Uber bot, the user can request a car without opening the app by sending a quick message to the Uber Chatbots over their preferred messaging app.

Hence, integrating Chatbots in a Taxi Booking App has the potential to become one of the most popular trends and a brand-new challenge for businesses and software providers.

Moving Forward With Chatbots – Final Thing

Chatbots will ensure better customer service delivery than conventional communication methods.

They are currently greeted with an equal amount of zeal and cynicism regarding their usefulness, but they will eventually gain knowledge and skill. Younger millennials also referred to as “Generation Z,” are expected to be the first to fully adopt bots because messaging apps are their preferred means of communication.

Get ready for bot talk since the time is running out and the bots are rising.

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How To Build a Communication and Implementation Plan



How To Build a Communication and Implementation Plan

You learn about a C-suite decision that will have a transformative impact on your content marketing team. Perhaps, the announcement included one or more of these directives:

  • “We must produce more content and manage multi-platform distribution with greater agility. We plan to add ChatGPT to our editorial capabilities and implement a headless CMS.”
  • “We’re updating our three-year business strategy and need all teams to align their operations around achieving a new set of goals.”
  • “We’ve been acquired. We will be merging many of our business units and will need to relaunch our website so we can tell a more unified story.”

Or maybe it’s another substantive shift in strategy or operations. As a content team leader, whether excited or terrified, you must get your team on board and ensure the initiative succeeds.

Transformational changes are nearly impossible to implement without a clear plan that communicates the desired destination, the motivation to pursue it, and the path to reach it.

Jenny Magic, marketing strategist and professional coach, shares how to do that in a Content Marketing World presentation she co-developed with Melissa Breker.

You can watch the conversation (beginning at 2:30-minute mark) or scroll down to read her recommendations to gather support, clear obstacles, and keep efforts moving in the right direction.

5 sabotages that disrupt transformational changes

Every organization has unique conditions and challenges, but Jenny points out five common barriers that prevent the successful adoption of new priorities and practices:

  • Forced change. When workers don’t understand or agree with the change, they won’t invest in the process, especially if it requires a lot of effort or a long-term investment.
  • Misaligned goals. You can’t sell a change that benefits the company if employees don’t see how it helps them reach their personal or professional goals.
  • Group-speak. Your team may nod in agreement when the CEO says, “We’re all going to do this together, right?” But that enthusiasm might not hold when the boss’ eyes are no longer on them.
  • Rushed process. Team members already overwhelmed with responsibilities don’t give new tasks top priority. Jenny says if you can’t take something off their plate, communicate they won’t be pressured to rush it through.
  • Lack of team alignment. Everyone must be on the same page regarding the direction, intention, and actions required. Without this alignment, tasks fall through the cracks, and all the hard work may not lead to achieving the goal.

Forced change, group-speak, rushed processes can all disrupt transformational changes, says @JennyLMagic via @joderama @CMIContent. Click To Tweet

For your change mission to succeed, your communications plan should account for how you’ll address (or avoid) these obstacles. These details will minimize the friction, lack of participation, and flagging enthusiasm you could have experienced during implementation.


The marketer’s field manual to content operations

A hands-on primer for marketers to upgrade their content production process – by completing a self-audit and following our step-by-step best practices. Get the e-book.

Plan for the transformation journey

Jenny shares a three-part approach she uses to help her consultancy clients get big ideas off the drawing board, onto team members’ priority lists, and into the marketplace.

1. Establish the destination: What’s changing, why, and what’s involved

To get your team to join the journey of change, they need to know where they’re going. Create a change summary to help with that. The simple map summarizes the relevant details about the change, the phases of implementation, and the benefits gained when the goal is reached.

First, identify the most critical details to communicate. Answer these questions:

  • What’s the nature of the change? What is being done differently, and what does that mean for the business and team? What isn’t changing that might be the stability anchor?
  • Why is it happening? Why does the organization think this change is critical? Why is now the right time to do this?
  • Who’s involved? Who will the change affect? What will they be expected to do? What about their roles, processes, and priorities? Why would they want to participate, and why might they be reluctant?
  • When will it happen? Will the change occur all at once or gradually? What happens at each stage, and which ones will require the content marketing team’s involvement?
  • What are the expected results? What is the organization looking to achieve? What benefits or advantages will it bring? What will the company and team see when the goal is reached?

With these answers, you can build a change summary to share in stakeholder and team member conversations. Any spreadsheet or presentation tool will do, though you can create a template based on the document Jenny uses for her client engagements (below).

The summary of what’s changing appears at the top of the page and details of the most critical elements appear below it. Bulleted notes detail what to expect with each element and the benefits for the business and your team. Lastly, a general timeline outlines each project phase.

2. Load up the crew: Gather support and communicate benefits

To achieve the change goal, all players must agree to travel together and move in the same direction. “If our team is not aligned on where the heck we’re going, there’s literally no chance we’re going to get there,” Jenny says.

Team members who immediately see the value in the initiative might follow your lead without question. But some key players may need a little more convincing. Jenny offers a few ideas to get them on board.

Enlist the support of an active, visible sponsor: Social media shows putting the right influencer behind your pitch can move minds. The same goes for pushing through a big change within an organization. Research from Prosci finds projects with an extremely effective sponsor met or exceeded objectives more than twice as often as those with a very ineffective sponsor.

If you have the support of senior team leaders and high-profile company personnel, ask for their help socializing the change to others. They might seed relevant information in their newsletters and other content they share internally or help shape your change activities and messaging to improve their appeal.

Translate organizational goals into personal motivations: Some team members may reluctantly participate because they perceive an impact on their role. For example, workers may think the added work will strain their already demanding schedules. Others may be skeptical because of negative experiences with similar changes in the past or disbelief that the change might benefit them.

A series of stakeholder conversations can help identify the significant concerns and disconnects that might prevent them from engaging. They also can reveal specific challenges and motivations that you can address with more resonant and appealing messaging.

Translate organizational goals into personal motivations so team members can see how they’ll benefit, says @JennyLMagic via @joderama @CMIContent. Click To Tweet

Some marketing tools you use to influence an audience can help you facilitate those conversations. For example, Jenny says, personas can surface critical insights about who may be impacted by the change and what it might take to nurture them onto the path.

Her personas checklist includes these questions:

  • Who’s leading the change? Do any key sponsors directly relate to the persona’s role?
  • Will this persona be impacted more or less than others?
  • Will they need information more frequently or in greater detail?
  • What reactions will they have?
  • How will you approach training for this persona? What support will be provided?
  • At what phase of the change will they be most affected?

Jenny also recommends using your marketing communication and engagement tools. For example, the simple tracking sheet she developed (below) can help visualize the audience, delivery formats and channels, optimal messages, and approval and final sign-off requirements to mention in your stakeholder discussions.

Choose the right messenger – and a customized message: Sometimes, a disconnect occurs not because of the message but because of the message’s deliverer. For example, employees expect to hear about significant corporate initiatives from executives and senior leaders. But for changes impacting their day-to-day responsibilities, they may prefer to hear from a manager or supervisor who understands their role.

Other times, preventing a disconnect could require tailoring the message to the team’s needs. Jenny suggests focusing on the direct benefits once the initiative is activated. “Consider how it might help them further their career, address something they’re struggling with, or offer an opportunity to explore an area they’re passionate about,” Jenny says.  

Surface hidden issues with confidential interviews: Valid concerns can remain hidden, especially for team members who are reluctant to voice their objections in team meetings. Working one-on-one with a neutral or external moderator – someone with no stake in the decision for change – might help them open up.

Ensure they know the confidential interview results will be aggregated so no individual responses will be identified. “It’s really helpful to get that confessional energy,” Jenny says. “It can help you surface individual reservations, causes of their reluctance, and personal motivations. “

A confidential one-on-one interview with an external moderator can help surface concerns from reluctant team members, says @JennyLMagic via @joderama @CMIContent. Click To Tweet

Jenny shares in her checklist (below) some preliminary questions for a moderator to assess during a confidential interview:

  • How does the individual feel about the change?
  • Is it the right change?
  • Is it the right time?
  • Is it supported enough to succeed?
  • What risks do they predict?
  • Do they have ideas about how we could reduce obstacles and challenges?
  • What lessons from past change efforts can they share with us?
  • Could they become a change champion?

The process can fuel opportunities to shift messaging, positioning, or delivery approach to help the outliers see how the change can benefit them and get them more excited about participating. Jenny says it can also reveal valid concerns that need to be solved so they don’t hinder progress.

3. Hit the road: Position and prepare your team for success

Big changes are always risky. They disrupt the status quo, and if they involve multiple teams and business functions, some changes may feel like a win for some at the expense of others.

Taking a few extra steps before executing your plans can keep those issues from diverting the goal or leaving any team members stranded along the way. “This is where we establish commitment and accountability and think about what could go wrong and how we’re going to deal with it,” Jenny says.

Own up to what you do and don’t know: Ultimately, you can’t plan for every contingency. “You’ll lose trust rapidly if you pretend you do,” Jenny says. She offers a few communication tips to set the right expectations from the start:

  • Be clear and candid: Directly address what you do know, don’t know, and what is and isn’t possible with this change. Outline how you will communicate status updates and new information as they arise.
  • Be receptive: Don’t take resistance personally. Listen to your team’s questions and respond to their feedback with an open mind.
  • Be visible: Socialize progress across your team’s preferred communication channels, and make sure everyone knows how to reach you if they encounter a problem. You can regularly host town hall meetings, road-show presentations, or open forums to ensure everyone stays informed and has a chance to share their thoughts.

Position project requirements as opportunities and advantages: Jenny suggests exercising creative thinking to help concerned team members see the new responsibilities as a chance to benefit personally.

For example, if they need to learn additional skills to accomplish their tasks, provide in-house training or access to third-party educational tools. Position the opportunity as a chance to expand their capabilities to help them be more prepared for this change and to advance their careers in the long run.

You can also use the big change to rethink your org chart and rebalance team member responsibilities. “Every single person has work that they hate on their to-do list. I’ve found folks become more open if they’re offered an opportunity to do a task trade-off,” Jenny says.

Incentivize the journey – not just the destination: A lengthy and gradual implementation process should include incentives at regular intervals to motivate team members to stay the course.

Rewards can be specific and tangible, such as bonuses or loyalty program points. Or they can be intangible, such as shoutouts during monthly meetings or in internal newsletters. Arrange team happy hours or give comp time for extra hours worked. These appreciation efforts can make the added burden feel worthwhile.

Overcome obstacles in predictive planning: An element of science exists in the journey of change. You can’t reach your destination if the forces of resistance are stronger than the forces propelling you forward.

Jenny shares an innovation tool from a company called Gamestorming that can help quantify the balance of those forces at each phase. By working through this force-field analysis, you can take steps to ensure the winds of change will be in your favor.

An example of how it works is shown below. In the center, an illustration represents the change you want to implement – transitioning from hierarchical to more transparent hubs.

On one side, the forces of change – all the elements of the vision that characterize the importance of the change and how it works in your favor – are listed. In this example, those forces are:

  • Improve long-term revenue
  • Help meet market demand
  • Satisfies customer expectations
  • Addresses current unsustainable costs
  • Give a competitive advantage in the marketplace

On the other side, the forces of resistance – conditions and constraints that may prevent realizing the vision – are listed. In the example, these forces include:

  • Company culture
  • Time constraints
  • Viability of new tech
  • Client adoption
  • Current costs

Rank each element’s impact on the project’s success on a scale of one to five.  Then add the rankings on each side and compare the scores to see whether you have a stronger chance of success than failure and identify where efforts should be made to overcome obstacles.

Plan the journey for a smoother arrival

Convincing your team to jump aboard the organizational-change train is rarely easy. But with a clear operational plan, aligned support, and open communication, you’ll help them see the benefits of participating and get them excited to reach their destination.

Want more content marketing tips, insights, and examples? Subscribe to workday or weekly emails from CMI.


Cover image by Joseph Kalinowski/Content Marketing Institute

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Alternative Search Engines: Why They Matter and How to Rank on Them



Alternative Search Engines: Why They Matter and How to Rank on Them

The author’s views are entirely his or her own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz.

12 billion, 3 billion, 1 billion. That’s the number of searches made in some of the top alternative search engines monthly.

While Google still holds more than 80% of the market share, ignoring search engines such as Bing, Yahoo, and DuckDuckGo can make you lose out on relevant traffic. So don’t limit yourself to Google’s algorithm as you plan the next year’s SEO strategy.

In order to grow in the digital economy, we have to diversify our efforts. What better way to do that than by making sure that you rank on all the top search engines relevant for your audience?

Generally, there’s two reasons why your audience would choose an alternative search engine over Google: geopolitical reasons and/or privacy concerns.

As such, I’ve categorized the search engines below by global market share and by data privacy.

Top alternative search engines by global market share

When analyzing the global desktop market share of search engines throughout the last decade, there are a few small but mighty search engines that stand out. These are:

1) Bing

2) Yahoo

3) Yandex

4) DuckDuckGo

5) Baidu

These are the engines you want to give extra consideration if you intend to expand internationally. They all have their own unique search algorithms that are in many ways as complex and developed as Google’s.

Why they matter and how to rank on them

If you’re like me a few years ago, a die-hard Apple fan remarkably repulsed by Microsoft’s products (I’ve now converted to the seamless team of PC), you might think prioritizing resources to optimize content for Bing or other engines is a waste of time. What I failed to consider then, and what you might be overlooking, is geographic segmentation.

Do you want to reach the American audience using voice search? Consider Bing.

Are you expanding into China? Check out Baidu.

Each search engine matters because of its unique user types. Regardless of how small that market share might look on a global scale, if there’s regional search volume from your target audience, it’s worth the optimization.

Let’s go through them one by one.

Bing and Yahoo

Screenshot of, November 2022

Since 2018, Yahoo is exclusively powered by Bing Search. So as long as you rank in Bing, you’ll rank in Yahoo.

Bing Search, in combination with Yahoo, is without a doubt the strongest player after Google. Together, they have more than 10% of the global market share for desktop.

Now, some say that Bing’s market share will increase due to mergers and acquisitions, while others argue for its decline due to the death of Internet Explorer.

Still, all Microsoft browsers, such as Microsoft Edge Legacy and Chromium-based Microsoft Edge, have Bing as the default search engine, making Bing Search the natural choice for Microsoft product users. Yahoo, which is powered by Bing Search, is the default search engine for Mozilla’s browser Firefox, adding billions of impressions to Bing’s search results each year.

If we look at the United States alone, Microsoft sites own over 18% of the market share.

This is much due to their partnership with Amazon, where all voice-activated searches on Amazon Echo and Alexa are made with Bing Search.

Microsoft also pushes Bing further by offering easy rewards for searches and more advanced image search capabilities than Google.

Although the algorithms differ, optimizing for Bing search results is not much different than optimizing for Google. With a bit of fine tuning, it’s more than possible to come up with a strategy that allows for high rankings on both.

To rank on Bing, and thus Yahoo, make sure to do the following:

Infographic by AS Marketing, December 2022

1. List your business on Bing Places

Bing Places is the equivalent of Google My Business and is the fastest way to get your business ranking for local seo. Many even consider Bing Places to favor small business owners as Bing puts their information more prominently on display.

2. Upload an XML Sitemap using Bing’s Webmaster Tools

While the debate on how much sitemaps really do matter for Google SEO continues, uploading one with Bing’s Webmaster Tool for XML Sitemaps allows the algorithm to better categorize and manage your content, making it more visible and relevant to the search audience.

3. Match keywords in your content

Check that the exact keyword match can be found in your page titles, meta descriptions and overall content. It’s known that the impact of on-page tactics as a ranking factor is much greater in Bing than Google.

4. Keep your social media profiles up to date

Go social! Bing considers your social media presence more than any other search engine. The Webmaster Guidelines specifically states that Bing considers social signals from third-party platforms to rank your content. Bing might even extract certain information directly from your Facebook company page to your Bing Places display.

5. Use high-quality images to enhance your content

Bing’s image search is much more advanced than Google’s. If you want your landing page to rank, add high-quality design assets to showcase your offerings. If you want your blog to rank, attach too-long-to-read infographics to highlight your points. Like the one above.


Screenshot of, November 2022

Second to Bing is Yandex, having a total of 1.5% of the market share in global desktop search.

While it looks a lot like Google, its algorithm is different in many ways. Most prominent is the way Yandex indexes pages. Unlike Google’s almost continuous indexation, Yandex indexes pages sporadically. That means that you might have to wait around for a while before your site shows up on Yandex.

Despite this, it is still possible to rank on Yandex. You just need to have a bit more patience.

While waiting for your site to be indexed, take a look at the following:

1. Focus on tags over internal site structure

According to The Ultimate Guide to Yandex SEO, your header tag, title tag and slug are way more important than your internal site structure. In fact, it was only recently that Yandex started to support hreflang tags. Before that, Yandex only allowed the <head> hreflang implementation.

2. Consider search intent to rank

Some argue that Yandex meets search intent better than Google. The modern ICS score, which replaced the Thematic Index Citation, is determined by how relevant a site is to the query. Yandex uses its own version of expertise, authoritativeness and trustworthiness (E-A-T) test to determine relevance.

3. Eliminate toxic links

Many do not know this, but Yandex was actually the first search engine to roll out a link-based algorithm. Already in 2005, 7 years before Google’s Penguin algorithm, Yandex introduced the Nepot filter, which specifically looked at the impact of toxic link exchanges and spam links.


Screenshot of, November 2022

With over 3 billion searches daily, Baidu is the Google of China. If you want to do business in China, it’s the place to be.

While the site is available worldwide, the site predominantly favors simplified Chinese. So before taking any other steps, hire a native speaker to help you along the way. To win at global, you have to ditch translations.

Here’s a few steps to get your content ranking.

1. Localize your keywords and content appropriately

As with all multilingual SEO, you need to work with a native language expert to ensure proper keyword localization and content optimization. If your site experiences high bounce rates, Baidu will tank your rankings immediately. As with any search experience, localization matters.

2. Position relevant content and keywords to the top of the page

Baidu favors a completely opposite layout than the Westernized one. The sooner you get to the point the better. Therefore, it is important to position your keywords as early as possible in the text and introduce all relevant content already in the top of the page to rank.

3. Obtain a verification level and get certified

By registering and paying a small fee you can obtain a verification level to improve your domain authority and rankings on Baidu. If you want to secure top ratings, you can get certified and obtain an ICP license, which is much more difficult than getting verified.

Top alternative search engines by data privacy

While most of the search engines mentioned above are tied to big corporations or political forces, global initiatives are setting the stage for more privacy-focused search engines. Among these is DuckDuckGo, the forefront runner with over 130 billion searches processed since launch.

Why they matter and how to rank on them

In many ways, the movement is a response to Google’s invasiveness on privacy. Many are fed up with how they are capitalizing on personal data and controlling the narrative with targeted search.

On a macro scale, the European Union continues to protect data privacy with strict GDPR regulations and the California Consumer Privacy Act indicates similar trends for Americans.

From a micro perspective, documentaries such as The Great Hack shine a light on how global companies monetize on personal data. As a result, privacy-safe search engines continue to rise.

If you’re working for an innovative SaaS startup, there’s a high chance your ideal customer persona is using one of these search engines.

Let’s go through how you rank on DuckDuckGo and two alternative equivalents.


Screenshot of, November 2022

Screenshot of, November 2022

DuckDuckGo aims to make your search experience as simple and true to its cause as possible, i.e. no tracking for personalized search results and filter bubbles. Instead it uses semantic search to determine search intent for your queries from over 400 sources.

Consequently, this attracts tech-savvy experts with a lower bounce rate. Once they commit to a search, they stay.

Here’s how to optimize for it:

1. Sharpen Your User Experience

UX continues to make an impact on SEO, not to mention for DuckDuckGo. Make your content easily scannable and stay away from intrusive pop ups that harm your users’ experience and ease of navigation.

2. Focus on High-Quality Backlinks

As with any SEO, high-quality backlinks play a huge role for ranking. If you already have a solid backlink profile from your Google strategy, you should be good to go. If your backlink profile has a high level of toxicity, do some cleansing.

3. Rethink Local SEO

Since there’s no location tracking available for searches, location-specific searches such as “services near me” don’t work. If you like to rank for these types of searches, include a specific location in your keyword strategy. Otherwise, you won’t be able to optimize for local seo.


Screenshot of, November 2022

Startpage could be my personal favorite among the alternative search engines. It basically is Google without the tracking.

And while many consider DuckDuckGo to be the forefront runner of the privacy-focused search movement, many forget how Startpage ‘blazed the trail in 2006’. Offering a search experience without IP recording or tracking back when it was more or less unheard of. Now, it is the common denominator among all privacy-safe search engines.

So, how do you rank in Startpage? Simple. You rank in Google.


Screenshot of, November 2022

There are many more privacy-safe alternatives to search engines than the two mentioned above. Perhaps one without equal is SwissCows – a search engine that prides itself on being the only family-friendly, privacy-safe semantic search engine available on the web.

This means that any intrusive search results, like adult entertainment or offensive content, is naturally censored from the search results. At the same time, they never store any data nor track user specific information.

SwissCows SERPs bring up organic results and paid ads directly from Bing so in order to rank in SwissCows, you need to rank in Bing. Just make sure to omit any content that’s not PG-13.

What do they all have in common?

In the end, none of these alternative search engines can replace Google. As an SEO, I’ll never advise starting out with anything other than a Google strategy.

But when you are ready to branch out and extend your reach, give these alternatives a try. Analyze where your target audience hangs out and optimize thereafter.

Many of the privacy-focused search engines require little optimization as they pull their search results directly from other sources anyways. Simply do a quick check to see how you rank on each one.

And who knows, perhaps Microsoft will continue to steal more of the global search landscape. If that happens, you’ll be there — ranking in first position, ready to reap the rewards of your diversified efforts in an ever-changing search landscape.

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