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How to Get Other Sites to Link to Your Content (and Why You Should)

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How to Get Other Sites to Link to Your Content (and Why You Should)

Content marketing as a strategy centers around the idea that providing value to readers will eventually convert them to customers. But, content creation isn’t just about the direct funnel from Google to your site to sales. Your content can and should help your peers, too – even those who might be seen as your competition.

A more collaborative attitude can lead to ‘authority links’ – where a piece of content from an organization with a certain amount of clout links to your content for supporting evidence or further information.

Authority links are great for boosting your search engine optimization (SEO) and improving your brand awareness, which in turn helps grow your email list och the return on your lead generation – and the good news is you have more control than it might seem over whether you get those links or not.

It might feel like you’re just blogging into the ether and nobody is sharing your content, but fear not: there are ways to get other sites – great, popular, well-ranked sites – to link to your site, and it’s not as hard as it might seem.

Why You Want Authority Backlinks

Any link to your content will improve your SEO – boosting your content up the ranks of a Google search, for example – but the ‘authority’ part isn’t an empty qualifier. The more highly-ranked the linker is, the more that link means for your ranking, because according to the logic of search engines, quality sources only link to other quality sources.

Authority links are also one of the best types of traffic generators, something akin to everyone’s favorite sales and marketing tool: word of mouth. While they may not drive traffic back to your site in the same volume as advertising or social media, they carry the weight – or authority – of a recommendation.

When a customer sees a link to your content on another business’s page, that tells them that A) you have something important and relevant to add to the conversation and B) you’re a reliable source of information, according to someone whose content they already trust. They arrive at your page ready to hear what you have to say.

Of course, for this to work, you’ll want to make sure that the links you receive are coming from an equally reliable and relevant source, which leads us to the next point – figuring out where to aim when seeking authority links to your blog posts.

Where to Get Backlinks

As with so many elements of life, your first port of call in seeking authority links will be Google. Just like you’d use it to find relevant, reliable sources when creating your own content, you can also reverse that process and use it to search for similar, applicable content on other sites. This is a great way to get a sense of who might be interested in adding a link back to your site.

When you have a long list of potential link sources, it’s time to do some deeper research to see which businesses align best with your messaging – authority links are a partnership of sorts, so think about what brands you’d want to partner with. Of course, culture and brand values will come into play, but there are more concrete considerations as well.

Here are a few things you should take into account when deciding whether or not to reach out to another business and request a linkback:

  • Audience: You’ll want to seek out brands and businesses that have a similar target audience to yours so the traffic they drive your way will already be receptive to your message. This can include companies in your same industry, but it can also include brands that share a demographic with yours – say, other millennial women-owned businesses.
  • Industry and Service: A more formulaic way to figure out where to aim for links is to look at the industry you’re targeting and then narrow the search even further by service. For example, if you’re looking at the beauty industry, both big names like Sephora and smaller companies like Thrive Causemetics will fit the industry bill, but if you offer a particular service – like cuticle rescue or specialty manicures – you’ll want to narrow further to the nail care sector.
  • SEO: Before you do the legwork to try to get authority links from another brand, make sure it’ll be worth your while. Use SEO tools like SEMrush to check details like their site’s authority score, organic and paid search traffic, and backlinks. This will give you a sense of how great their online authority is, which will tell you whether you want to try and absorb some of that authority for your site.

With those three elements in mind, it’s time to get started on your approach!

How to Secure Backlinks

Now that you have a list of other brands and companies you’d like to link back to your content, there are a few ways to convince them that it’s worth their time.

1. Publish Valuable Content

The number one rule of content marketing is always to publish high-quality content. Your posts should add clear value to the conversation, no matter their subject. They should be interesting, educate readers, and ideally fill a need with the information they provide.

If your content isn’t high quality, with compelling imagery and graphics, other sites won’t want to link to it – and even if they did, the people who clicked those links wouldn’t stick around to read it, let alone convert to sales.

2. Implement an Outreach Plan

Send an email to the company’s support channel or, if you can find individual contact info, to their content manager. It’s always good to start with a compliment or two, but make sure to be specific by referencing a particular piece of their content and pointing out what you admired about it and why. This not only butters them up but also shows that this is a thoughtful message, not an indiscriminate email blast.

Next, share a link to and a summary of your own content – the piece you’re hoping they’ll link to – and explain why you think it will add value to their site. Maybe it digs deeper on one angle of a subject they’ve covered more broadly or serves as a unique, well-executed example of something they’re teaching their readers how to do. Make your case!

Lastly, if the brand is one of your top choices, you can offer them something concrete in exchange for a link back. Some ideas include: offering to write a blog post on a subject that benefits them; suggesting a link exchange, where you link to the content of their choice in one of your blog posts; or giving them a chance to publish one of their articles on your blog.

You can also offer to interview one of their subject matter experts (SMEs) for an article, which gives them even more authority and also incentivizes them to promote on social media.

Remember how we said this is a partnership of sorts? The ‘of sorts’ part is up to you: it can be as transactional as a simple link exchange or as involved as a co-produced webinar or co-branded resource. How deep you want the relationship to be will likely depend on the company’s relevance and status in the three areas mentioned above: audience, industry, and SEO.

You probably won’t hear back from everyone, but you definitely won’t hear back if you don’t reach out, so give it a go! You might even find you’re able to establish a longer-term relationship with one or two brands, one that benefits you both.

3. Use Backlinks Tools or Services

There’s a tool or service for just about everything, and that includes accumulating high-quality, relevant backlinks. Look for tools out there that will help you get in touch with other content managers so you can get access to more backlink opportunities. Look for agencies or Slack groups that make the process easy and that are transparent about their terms. You want to make sure that you aren’t involved in anything that encourages link stuffing or too much promotion because those efforts could negatively impact your SEO.

Authority links to your content from relevant businesses are great for improving your brand awareness, boosting your SEO, and bolstering your lead generation efforts – and you don’t just have to hope and pray for them to happen! With a little thought and research, a willingness to reciprocate, and some proactive engagement, you can increase your authority links significantly and start seeing the rewards of a collaborative mindset.

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How CTV can deliver market research for B2B marketers

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How CTV can deliver market research for B2B marketers

Connected TV (CTV) is the fastest-growing digital ad channel, as more TV watchers cancel cable subscriptions and turn to lower-priced or free a la carte streaming options they can watch on TVs, laptops and mobile devices. Many streamers are also potential B2B prospects, but not many B2B marketers are leveraging CTV for advertising.

“We believe connected TV advertising is undervalued, and there’s so much that digital, data-driven marketers can do with connected TV advertising that goes beyond the scope of any other ad channel,” said Hooman Javidan-Nejad, director of performance marketing for CTV advertising platform MNTN, at The MarTech Conference.

Varför vi bryr oss. Hit shows on streaming services get the credit for the CTV surge. But within these mass audiences there is data for targeting and segmentation. B2B marketers ahead of the curve have also experimented with streaming for delivering on-demand video content to prospects. 

Serving prospects ads on ad-supported Netflix, or managing your own video programming like a kind of B2B Netflix, is a much different experience than traditional whitepapers that recognize professionals’ changing media consumption and self-serve research habits.

CTV data. “Data-driven marketing has picked up in the last decade because the nature of all those digital channels are enabling you, and empowering you, to have access to the data and to act on it,” said Javidan-Nejad. “This is something that we never had for a TV — [traditional linear] TV advertising has always had limited or no reporting.”

Because of CTV’s digital infrastructure, ad campaigns on that channel have performance and measurement data that can be used as a market research tool.

“The beauty of approaching connected TV just like another digital channel is that you can apply the same targeting criteria you are applying today on LinkedIn, or on Facebook,” he added. “The insights that you’re getting from connected TV advertising can be applied to all the other channels, or the insights that you’re getting from the creative can be applied into the other channels.”

Dig deeper: Bringing your ABM strategy to CTV

Finding audiences on CTV. When advertising on CTV, B2B marketers should execute multiple campaigns, or target different audiences with a single campaign.

For example, a B2B marketer could run one campaign based on job titles, and another one based on firmographic criteria. You could also launch a retargeting campaign, based on first-party data acquired from those who have visited your website and shared their info.

“For each of these audiences, you will get audience segment reporting,” Javidan-Nejad explained. “So you will be able to see which of these audiences have performed better, which of these audiences had a better verified visit rate, and all the other metrics [to discover] which audiences are performing better. And then you can take those audience insights and apply them to the other channels.”

Matched audiences. B2B marketers can also use existing customers and prospects from their CRM and match them with a CTV adtech partner, in order to deliver CTV ads to those prospects when they’re watching streaming TV.

“This is the same audience that you’re using across all the other paid social channels,” said Javidan-Nejad. “The insights and learnings that you get from CTV can be extended and implemented across the other channels.”

Testing creative. Before committing a large budget on a robust TV campaign, B2B marketers can test different kinds of creative on CTV to determine what messages and visual cues stick with customers and prospects.

While every digital ad channel has its own sweet spot for what works in video ads, some of these insights about what works best on CTV can be applied to other channels.

“We are all familiar with A/B testing,” Javidan-Nejad said. “As digital marketers, we always try to leverage this feature or functionality across all the other digital channels. Now you’re able to do that for your TV advertising.”

Register for The MarTech Conference here.


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How to Write YouTube Titles for SEO

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How to Write YouTube Titles for SEO

Creating a video is a creative process which involves a lot of brainstorming, editing and producing. But the success of your video does not 100% rely on the quality or originality of that video.

Whether your video is going to be a success is determined by how many people will be able to find it and watch it.

Don’t underestimate the discoverability of your video. It may make or break your whole video marketing strategy performance.

One of the biggest channels that can drive findability of your video is search engine optimization, i.e. optimizing your video page for it to rank in search engines (mainly Google and Youtube search) for relevant keywords.

And one of the most important SEO elements of any page is its title.

What is a Youtube title?

“Title” is what you see on the browser tab when you open any Youtube page:

It is controlled by the “Title” field which is required when you upload your video to Youtube:

In the code of the page the title can be found within <title></title> tags.

On a Youtube video page, the title is also repeated underneath the video as the main heading making it also an on-page SEO element.

Youtube allows you to enter up to 100 characters to the title field and I recommend making the most of those 100 characters.

How can titles impact the findability of your video?

Page titles are key on-page SEO elements because they do both:

  • Page titles are direct ranking factors (Google uses them to understand what the page is about)
  • Page titles impact click-through by being the most visible parts of standard search snippets.

In that respect, Youtube SEO is not much different from any other types of SEO. The only slight difference is Youtube videos also get an additional section in organic results which you can target: Page titles are also included next to video thumbnails in video carousels:

Since titles are so important for your video findability and clickability, spend some extra time brainstorming effective video titles. Here are a few ideas:

How to create an effective Youtube title

1. Include your keyword

This is important in the context of this article. Keywords are still very important for SEO because they still help search engines understand the main topic of your page.

Keyword research is also a great way to estimate a demand for any topic (by looking at the search volume).

Identifying your main keyword and including it into the page title will help that video page rank for that keyword driving views for your video and generating additional brand visibility to your business. There are lots of tools and plugins allowing you to identify your target keywords.

It is a good idea to grab URLs of your competing videos and run them through this SEO Content Checker to identify their keyword usage and learn from that:

2. Make it sound interesting

I know it sounds obvious but there are too many boring video titles for me not to mention it.

Your video title needs to invite a click, so make sure it is interesting enough to invite one.

I realize it sounds easier than it really is and in many cases it is also highly subjective. But there’s a tool to help.

Using ChatGPT will help you find some ideas, in case you are stuck. Here’s what the tool was able to generate when I requested the following “Generate video title ideas that will include “Youtube marketing” keyword. Make those titles sound intriguing:”

There are quite a few pretty nice ones. If you don’t like what the tool suggested, keep asking it for more, changing your request just a bit to make it think harder.

This tool is great but make sure to pick a title that won’t over-promise. There’s a fine line between “intriguing” and “click-baiting.” Try and avoid the latter as it may reflect badly on your branding strategies.

3. Include numbers

Including a number in your page title has proven to be an effective way to get more people to click it. Click-through is likely to be an (indirect) ranking factor, so if more people click your title, there’s a good chance it will rank higher.

You cannot make each of your videos a listicle though, so you won’t be able to use this trick in each of your Youtube titles. But it is a good format to keep in mind and use from time to time.

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4. Mention a brand (if there’s one to mention)

Finally, if your video is about a well-known brand (for example, if that video is of you speaking at an event) or, more importantly, if you create it in collaboration with a well-known expert and/or influencer, include that name in your title.

Not only will it help your video rank for that searchable name, it will also increase its click-though thanks to people recognizing that name. 

Youtube also allows you to tag that name in the title (much like tagging works on Twitter or Facebook). If you add @ and then start typing that name, Youtube will allow you to select that name from the drop-down (if that brand or person has a Youtube channel). This will notify them on the mention and urge them to engage with the video helping its visibility:

No need to include your brand name though (unless that video is all about you or your company). If you pick your Youtube name well, it will help you build your brand’s recognizability with every high-ranking video because the channel name is always included in search snippets.

Keep a close eye on your results

Finally, creating an effective title is something that you can never do perfectly. There’s always room for improvement and experimentation. Learn from other well-performing videos in your or outside your niche and never stop experimenting.

Monitor video carousels for your important keywords to get notified when a new video succeeds in getting there and not what may have brought them that success. There are SEO monitoring tools that can help you with that task:

Additionally, keep a close eye on your Youtube analytics to monitor keywords that generate views from Youtube search and learn from those results:

Slutsats

You spend hours creating your video. It deserves a good title which will help your video get found. Spend some time brainstorming an effective title, experiment with different formats and measure your success. Good luck!



The post How to Write YouTube Titles for SEO appeared first on DigitalMarketer.

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Amazon Announces Auction System for FBA Storage Space [What Sellers Need to Know]

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Amazon Announces Auction System for FBA Storage Space [What Sellers Need to Know]

Amazon’s FBA program is a tremendous asset for brands who sell products on the platform. With FBA, retailers can outsource the heavy lifting of logistics such as warehousing, fulfillment, and distribution for a fee. In the last few years, sellers have expressed the need for more capacity, predictability, and control over their inventory. Amazon’s recent update helps sellers tackle those challenges and so much more.

Amazon just announced a new streamlined FBA capacity management system that will go into effect on March 1, 2023. With this new system in place, Amazon FBA will be turned into an auction where sellers can bid for additional storage space.

The system will now incorporate a single, month-long FBA capacity limit rather than weekly restock limits that can make inventory planning challenging for sellers. Now, capacity limits for the upcoming month will be announced in the third full week of each month via the Capacity Monitor in Seller Central and email notification. According to Amazon, the majority of sellers will now have access to greater capacity volumes than before.

With this new update, Amazon also announced they will provide estimated limits for the following two months to help sellers plan over a longer period. In a recent blog post highlighting the announcement, Dharmesh Mehta, Vice President of Amazon Worldwide Selling Partner Services stated, “We will forecast how much space and labor we expect to have to provide these estimates, but these estimates may vary up or down based on how efficiently sellers are using their capacity, as measured by the Inventory Performance Index (IPI) score.”

With the new Capacity Manager in place, sellers will also be able to request additional capacity based on a reservation fee that they specify. Mehta noted…

“Requests are granted objectively, starting with the highest reservation fee per cubic foot until all capacity available under this program has been allocated. When additional capacity is granted, sellers’ reservation fees are offset by earning performance credits from the sales they generate using the extra capacity. Performance credits are designed to offset up to 100% of the reservation fee, so sellers don’t pay for the additional capacity as long as their products sell through.

 

Our goal is to provide sellers with more control over how much space they can have while limiting unproductive use. We’ve piloted this feature with certain US sellers, and we’re excited that with this launch, we will expand it so all sellers can request higher FBA capacity limits.”

 

The recent announcement also highlighted how Amazon will set capacity limits and measure sellers’ inventory usage in cubic feet (vs. number of units), which better represents the capacity sellers’ products use in our fulfillment centers and transportation vehicles. As many sellers prefer to plan in units, Amazon will continue to show inventory usage in units but will also provide an estimate of how many units specific cubic volume capacity limits are likely to permit.

 

Tinuiti’s Take on the New FBA Capacity System

 

Change is certainly on the horizon. Let’s hear from Tinuiti’s own Bjorn Johnson on tips for how you can prepare for the FBA change coming March 1st.

“These changes are likely to be impactful, especially to sellers with larger products. Amazon reverting to cubic foot-based storage limits is likely to reintroduce previous issues for these clients in maintaining healthy inventory levels. Their difficulties look to be exacerbated by the addition of the bidding system. In order to keep their already high-fulfillment-fee products in stock, they’ll need to bid on large amounts of space. On the other hand, sellers with smaller products are likely to be able to store more units than before, and have the flexibility to bid on smaller amounts of space. The decision from Amazon looks like a clear effort to encourage small, light, easy-to-ship and fulfill products.”

– Bjorn Johnson, Operations Manager at Tinuiti

 

Want to Learn More About the New Auction System for FBA Storage Space?

 

We will continue to keep you informed as we learn more about the new FBA capacity system. If you’re interested in learning more about our Amazon offerings or if you have any questions concerning FBA, contact us today.

 

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