Lee Odden Educates B2B Marketers on SEO for Content Marketing

As content marketing professionals, most of us would consider SEO a highly technical domain. Best leave that to the real nerds, right? Wrong. Google, Bing and all the other search engines have significantly altered their algorithms in the pastfew years. And these changes continue to favor the highest quality content, often rewarding smart content marketers with first position rankings.

With a bit of SEO sweet sauce, your content marketing sandwich will taste much better to search engines, and users too.Below, I will explore 4 major themes from TopRank Marketing CEO,Lee Oddens recent Content2Conversion talk on SEO for Content Marketers, including:

• The State of SEO in 2016


• Understanding Self-Directed Buyer Behavior


• How to, Be The Best Answer


• How to Create Smarter Integrated SEO Content for The Web

First things First: Optimizing for Users

Lets start by getting one thing straight about optimization. As content marketers, we shouldnt be optimizing our content for search engines. As Lee often points out, Google doesnt pay the bills. Your buyers pay the bills. Therefore, optimize for users, not search engines.

Old SEO rules would have you stuffing websites with keywords, creating thousands of new pages, tagging YouTube videos with every keyword you can get your hands on, and hoping something sticks. We give you permission to stop doing most, if not all of those things.

Part I: The State of SEO in 2016

So, how are most content marketers utilizing SEO in 2016? And more importantly, does SEO even matter anymore? Yes it matters. But content marketers and even many SEOs are failing to take advantage of recent algorithm changes. So, heres a snapshot from the front lines of the industry on what most content marketers actually dowith SEO:

• Implement more than 1-2 tactics (10-20%).


• Perform Tech SEO Audit (Maybe).


• Make a list of keywords.


• Use keywords in titles, links, copy etc.


• Share on social and wish for links.


• Review monthly rankings reports

The problem with the list above is it looks a lot like 2010. Things have changed, and you should too.

Can Tools Automate your SEO?

At TopRank Marketing, we get asked about tools all the time. With all the tools, plugins and software available, its easy to believe that SEO is an automated function. Its not. In fact, as Googles algorithms become more complicated, it can be increasingly difficult to optimize your content.

According to the most recent LinkedIn data, SEO and SEM ranks 4^th among top skills companies seek (below).

What this research doesnt uncover is content marketers and SEOs are adopting an increasingly hybrid skillset. This is largely due to the fact that search engines now require higher quality content and a variety of content types, in order for content efforts to be most effective.

Hummingbirds the Word

Starting in 2013, an algorithm update was rolled out from Google, dubbed Hummingbird. This algorithm completely replaced the original Google algorithm, fundamentally changing the nature of how search engines crawl and rank web content. All you need to know is content quality, a variety of content types, and social media are all more important than ever.

Advice From The Front Lines

But dont take it from us. Here are what some much smarter folks have to say about how SEO fits into their overall marketing in 2016:

SEO is a foundational element of digital marketing Alison Herzog, Director Global Social Business & Digital Strategy, Dell

As long as theres Google, SEO will be a staple in digital marketing. Barbara Feinberg, Senior Product Marketing, McKesson

Part II: Understanding Buyer-Directed Behavior

The first step to understanding your buyers is to accept that they are self-directed. Theyll go to Google, social media, their LinkedIn network, friends, or pick up the phone and ask for a reference long before they contact you, or consume any of your content. Understanding the nature of B2B self-directed buyers is crucial to the success of any SEO efforts tied to your content marketing.

And in 2016, all of your potential customers are self-directed. According to Pardot, 70% of the buyers journey is complete before a buyer ever reaches out to sales. Which is why developing fruitful relationships between your marketing and sales department is fundamental to the success of your content marketing.

A common mistake among B2B marketers is someone from sales will reach out to a self-directed buyer, completely unaware that this buyer may have already started their journey. The sales professional (or targeted content in many cases) often treats them like they know nothing, or misses the delivers the wrong message to the prospect, based on where they are at in their journey. Say goodbye to that lead!

Take a cue from Gartner, who has done some fascinating research on this topic. They uncovered that more than 60% of all buyers indicated they prefer a self-driven informational search at the exploration, evaluation, and engagement phase of their purchase cycle (see below).

The bottom line is your customer wants to be in the drivers seat. They dont want a sales pitch. They want information. They dont want your opinion. They want a third-party opinion of your product or service. They want information from Google, Bing, YouTube, industry reports, and third-party validations.

Think about things from their point of view. They dont know who to trust, what to believe, or who is trying to screw them over.So, what are your options? Be the best answer. Be a conduit for the information. Curate your third-party verifications, peer reviews, social media posts and other relevant content.

So at this point, you might be asking yourself, What does this have to do with SEO and content? Fair question. Searc engine queries are an explicit indication of intent. And tapping into the needs, intentions, and desires of your search audience will give you a solid map for the length, type, and style of content you must produce to meet your B2B audiences needs.

Part III: How to Be The Best Answer

So, weve covered the state of SEO in 2016, weve accepted that our buyers are self-directed, and now we just need to create all that killer content that will make them fall in love with our brand. No pressure, right? Lets start by examining the following marketing funnel. Its a solid example of what NOT to do.

Instead of creating more useless content and barraging your leads with information, you should try to be the best answer in search engine results. Why? Because, by 2020 the world will have nearly 50 billion internet-connected devices. In addition, a full 90% of the worlds information has been created in the last 2 years alone. The bottom line is your prospects are overwhelmed.

The B2B Buyer Journey & Search

Before you can create content for your buyers, youll need to understand where search engines fit into your buyers journey. Start by talking to your customers. Ask them how they found out about you. Ask them what made them want to work with you, or buy your product. If your buyers are socially active, run a Twitter poll. If necessary, conduct some research to find out more about your audience. Most importantly, find out what types of content they are looking for via search engines, and where this fits in their journey.

Consider how many steps are on the following sample buyers journey, and how search engines and social media feed into nearly every step:

1. They see your brand or meet a salesperson at an event


2. They view the brand on Twitter or LinkedIn


3. They run a Google search for the company


4. Connect with someone on LinkedIn


5. Subscribe to company newsletter


6. Receive e-mail follow up from sales


7. Google search sales professional


8. Google search company


9. Search the solutions and topic


10. Download a guide via newsletter CTA


11. Do in-depth topical Google search based on your guide


12. They search for competitors


13. They receive nurture messaging and emails


14. The contact company for a demo


15. They evaluate options


16. They search for product or company reviews


17. They make a decision

Granted, this list is a bit aggressive. Nonetheless, it illustrates the potential complexity of your buyers purchase process, and where search engines come in and out of the process.

Your Buyers are Complex, Are You?

Maybe you look at the list above and you think, Yeah I already know all that. Great. Maybe youve already identified the B2B content marketing tactic necessary to communicate with folks at different stages of their journey. Again, thats awesome. But, are these tactics integrated?

Lee often emphasizes the fact that content marketing efforts are rarely integrated. We find the most challenging aspect of content marketing is to plan for the ecosystem. Not just an infographic, or a one-off whitepaper, or a blog post. Rather, how do all of these channels and systems integrate? Thats where you really begin to be the best answer for your B2B audience. Consider the following chart, which displays the most common B2B content marketing tactics:

On the surface, it looks like B2B marketers are using a variety of tactics. But when you consider that 65% of B2B buyers think vendors should, Curb their sales messaging, you start to wonder if this chart represents an over-usage of a variety of channels to barrage buyers with sales messaging.

How to Become the Best Integrated Search Engine Answer

Certain styles, flavors and tactics make sense in each potential customer touch-point. A LinkedIn connection message should not feel like an auto-generated corporate email. Likewise, an infographic shouldnt contain so much text that your buyers want to barf. Most of all, use common sense. Without further ado, the following is a checklist of tactics that will ensure you are the best, most integrated answer for your buyers in your content marketing and SEO efforts:

• Create a constellation of ideas that makes you the BEST answer (see above)


• Write title tags that inspire clicks


• Go deep: provide comprehensive content on specific topics


• Engage your networks for social sharing


• Optimize for Google AND people


• Mobile SEO is a must


• Think about attraction AND promotion. Use paid, organic, and media relations to amplify your efforts


• Always be customer- centric


• Integrate and optimize


• Go in-depth (not just length) & be uber-relevant


• Do your research: if someone else has covered the topic, know about it and raise the bar

If you need TopRank Marketings helpto become the best answer for your customers, contact us today for a free consultation.

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Live From MarketingSherpa Summit 2016: Humana on the power of iterative testing

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Editors note: I would like to extend a heartfelt apology to those of you who experienced difficulties streaming portions of todays special live Web clinic. Were working to identify the problem, determine why it effected some of you but not others and prevent it from happening again in the future. In the meantime, the video replay is now available!

This is Ken Bowen, reporting live from the Bellagio hotel in beautiful Las Vegas for MarketingSherpa Summit 2016. For over a decade, Email Summit has been one of the most exciting weeks of the year for email marketing practitioners.

This year, just when you think youve got it all figured out, weve gone and changed the rules.

Instead of just email, weve expanded our focus to also include content marketing, social media, mobile and data.

As Managing Editor of MarketingExperiments, MarketingSherpas sister site, Ive had the privilege of working closely with all nine presenters on the Digital & Data track over the last several months. These marketing leaders are on the bleeding edge of disciplines like behavioral economics, account based-marketing, audience and demand generation, individualized marketing, customer satisfaction quantification and even data-driven direct mail.

Its been a wild couple of months leading up to the event full of late nights at the office, jamming brainstorming sessions into every break and those crazy evenings where you shoot out of bed at 3:00 a.m. with the perfect slide idea. The exclamation point came yesterday, when a modest flight from our home base in Jacksonville, Florida to Las Vegas managed to turn into a 22-hour Homeric epic that played out like a mix of The Terminal and Home Alone.

And Ive loved every minute of it.

After spending months getting to learn from and know some of the brightest, most forward-thinking minds in digital marketing, when I popped out of bed this morning and saw this view out the window, it felt like Christmas morning in the desert, knowing that we would soon get the chance to share these great case studies and stories with our readers.

We hope to bring you details and video of each presentation in the coming weeks, but for now, lets take a look at how Mike Loveridge, Head of Digital Test and Learn, Humana, and his team leveraged iterative testing and captured big gains.

Iterative Testing

Were trying to change customer perception from were a big bad insurance company thats trying to take your money and deny your claims to we want to be your health partner for life, Mike Loveridge said to the overflow crowd in the Da Vinci ballroom.

Our goal is to improve customers health by 20% by 2020, he added.

One way to shift that perception is by testing your messaging.

[Testing radical redesign] is impractical, Mike said. Testing complete new versus complete old was a nightmare.

Instead, Humana starting testing iteratively, with an end goal of testing the former old funnel versus the complete new funnel, optimized step-by-step, to see if sum of the parts equals the whole. Mike referred to this as Humanas Super Test strategy.

During the presentation, Mike walked us through several of these iterative tests. Were excited to share the full video with you soon, but in the meantime, lets take a look at three of the upper-funnel banner tests that Mike presented.

Test #1: Banner redesign

For this banner test which Mike jokingly referred to as Winter grandma versus Summer Clint Eastwood lookalike the team at Humana wanted to test whether the messaging being used on the rotating banner of its homepage was too complex for customers.

You really have to simplify when you only have six seconds, Mike said.

In addition to the change in imagery, the headline was better tailored to users position in the customer journey (upper funnel), the copy was simplified and the CTA was given more visual punch.

The result?

A 433% increase in clickthrough into Humanas marketing funnel. By serving customers with what they want, when they need it, in an accessible way, banner performance skyrocketed.

Test #2: GEO personalization

In this test, the Humana team tested geo personalization, which serves unique pages, ads, etc. based on user location.

Take a couple, put them in a background thats fairly generic, it could be anywhere in the world, Mike said in reference to the Control tested in this experiment. Then take that couple, and put them in front of the Statue of Liberty or the Golden Gate Bridge.

More specifically, the banner featuring the Golden Gate bridge, as pictured above, was served to site users located in Californias Bay Area. And, as youd expect, the banner featuring the Statue of Liberty was delivered to New York.

The result?

A 31% increase in clickthrough.

But this wasnt the biggest surprise.

Mike and the Humana team found that geo-personalization not only increased clickthrough, but also increased overall conversion through the funnel.

p>Test #3: Banner navigation

For this next banner test, Mike told the audience, we simplified the title, bumped up the font size and made the supporting text even simpler. There was a lot of green on the page, so we made the button plum; it really stood out.

The Humana team also changed the scrolling navigation counter (bottom right corner, above) from plum to grey, so that it wasnt competing for attention with the CTA.

The result?

The Treatment outperformed the Control by 192% in clickthrough to the next step in the funnel.

Providing further clarity to the customer, both visually and via text, resulted in a massive boost in banner performance.

Key Takeaway

Later in the presentation, Mike also shared some deeper funnel tests, and spoke in-depth about the necessity of communicating the value of testing both top-down and bottom-up in order to gain buy-in within an organization.

But if theres one thing that Mike wants marketers to take away, its the sheer power of iterative testing.

Iterative testing gives you more results on a more frequent basis, he said. And theyre easier to understand.

Mike is just one of the 30+ speakers who will have presented by the time the sun sets on MarketingSherpa Summit 2016 tomorrow evening.

To read about (and see) more of these incredible stories from our fellow marketers, stay tuned here at MarketingExperiments, and also at our sister site MarketingSherpa.

In the meantime, its been an honor getting to meet so many of you here in Las Vegas and to hear about your own customer-first marketing success stories.

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Google To Shut Down Google Compare Products In Us And UK On March 23

The vertical lead generation programs for credit cards, auto insurance, mortgages and travel insurance will start winding down Tuesday, February 23.

The post Google To Shut Down Google Compare Products In Us And UK On March 23 appeared first on Search Engine Land.



Please visit Search Engine Land for the full article.

5 Noteworthy Ways to Increase Engagement for Your YouTube Videos (Infographic)

You may have mastered every trick in the book to drive millions of viewers to your YouTube channel. If so, it's great that you have people watching your video.

However, that shouldn't be your only concern. Don't make the mistake of thinking that virality is your goal. Your goal is to engage your audience and keep them coming back for more.

When creating your videos, always remember that you are addressing people, not robots. You must make an emotional connection with your viewers.

According to a study by the National Center for Biotechnology Information, the average time a user spends on a website is only 20 seconds.

The study also reported that the average attention span of a human being, in 2015, was 8.25 seconds, which is even less than that of a goldfish!

This means that people lose interest fast if what they see is boring. Hence, you need to hook your viewers within the first 10 seconds of your video.

So, where does engagement begin and where does it end?

The longer a video drags on the lower its retention rate. Short videos, under 1 minute, enjoy 80% viewer retention. Videos that are 2-3 minutes long receive 60% retention. But, videos that are 5-10 minutes long have only about 50% retention halfway through.

People watch videos for a variety of reasons. Most people (70%) are looking for educational content, such as DIY tips and tricks and tutorials. Some people (67%) visit YouTube for reviews of products they are interested in buying. And, some people (53%) turn to videos for inspiration or entertainment.

A further breakdown of shoppers looking for product reviews shows that:

• 52% of shoppers agree that watching product videos makes them more confident about making a purchase


• 40% of shoppers agree that they would visit a store online or in-person after watching a video


• 46% of shoppers said they would be more likely to seek additional information about a product after watching an online video about it

The bottom line is: Engagement is important for good conversion rates. So, let's examine 5 ways to increase YouTube channel engagement. These methods will help you to not only attract a wider and more diverse viewership, but also retain customers and generate leads.

About the Author: Subrat Kar is the CEO and Co-founder of Vidooly, a YouTube analytics tool for content creators, multi-channel networks, and brands. Before Vidooly, he worked with E-Commerce companies like Jabong and IndiaMart as a product manager. Recognized as one of the most promising young entrepreneurs in India, he is an active participant in entrepreneurial initiatives and forums across India. Connect with him @subratkar.

Content Marketing Trends in 2016 [Infographic]

Read the full article at MarketingProfs

Confirmed: Google To Stop Showing Ads On Right Side Of Desktop Search Results Worldwide

A long-running test is now rolling out for desktop queries: Google will no longer show ads to the right of its search results, with one exception.

The post Confirmed: Google To Stop Showing Ads On Right Side Of Desktop Search Results Worldwide appeared first on Search Engine Land.



Please visit Search Engine Land for the full article.

Four Ways to Stop Your Infographic From Being a Total Flop

Next time your team is drafting a new piece of visual content, ask the following four questions before you pour hours and dollars into the project. Read the full article at MarketingProfs

Mobile Marketing Words To Know

With U.S. consumers spending 2.8 hours per day on smartphones and the number of mobile-only internet users now exceeding desktop-only users, it's worth considering how connecting with customers on mobile could benefit your business.

Whether you just started to get the hang of email marketing, or you became a pro back in the 90's, you'll notice mobile marketing is not dramatically different from email marketing. It's like learning Spanish and then realizing you can also understand quite a bit of Italian. Speaking of language, we pulled together this list of the most important mobile marketing words to know. For a complete list, check out the glossary provided by the Mobile Marketing Association.

Acquisition Rate: Percentage of respondents who opted in to participate in a mobile initiative/campaign. To calculate acquisition rate, take the total number of participants and divide by total audience.

Alerts: Notifications, typically in the form of a text or multimedia message, containing time-sensitive information (event details, weather, news, services updates) that are pushed to a mobile subscriber who has opted-in to receive this information. Note: If the mobile subscriber has not opted in to receive said information, the notification would be considered SPAM.

Application: Software solutions that power the business logic for mobile marketing initiative(s).

Bandwidth: A measurement of how much data can be pushed through a connection. The measurement is based on the number of bits per second (bps), kilobits per second (kbps), or megabits per second (mbps).

Call to Action (CTA): A statement or instruction, typically promoted in print, web, TV, radio, on-portal, or other forms of media (often embedded in advertising), that explains to a mobile subscriber how to respond to an opt-in for a particular promotion or mobile initiative, which is typically followed by a notice.

Carrier: A company that provides wireless telecommunications services.

Click-through: The process that takes a mobile subscriber to a jump or landing page once the mobile subscriber has clicked on a link.

Click-through Rate (CTR): A way of measuring the success of an online or mobile advertising campaign. To calculate CTR, take the number of users who clicked on an ad on a Web page and divide by the number of times the ad was delivered (impressions).

Common Short Code (CSC): Short numeric numbers (typically 4-6 digits) to which text messages can be sent from a mobile phone. Wireless subscribers send text messages to common short codes with relevant keywords to access a wide variety of mobile content.

Confirmed opt-in: The process used for verifying a mobile subscriber's intention, and for gaining the subscriber's explicit agreement to participate in a mobile program/initiative.

Cost per Thousand: This metric is used to apply costs to advertising banners for websites and other Internet-based advertisements. The fee is calculated based on the number of impressions that would occur when users view the ads.

Coupon: A ticket, message, and/or document that can be exchanged for a financial discount on a product or service.

Data collection: The process by which a marketer collects mobile subscribers' personally identifiable information.

Direct to Consumer (D2C): The services or products delivered to an end consumer via a "provider." The provider could be a third party, or direct from the company who is orchestrating the sale of the product or service.

Dedicated short code: The process of running only one service on a common short code at any given time.

Double opt-in: The process of confirming a mobile subscriber's wish to participate in a mobile program by requesting the subscriber to opt-in twice, prior to engaging the subscriber. Double opt-in is a requirement for many types of mobile communications.

Email opt-in: Inviting a customer (via email) to opt in( in other words, request) to receive mobile messages from your organization.

End User: This is the person who actually uses the product or service that is provided. The end user is sometimes referred to as the consumer as well.

Free to End User (FTEU): An FTEU program is any program to which the subscriber opts-in, with the result that the subscriber receives Mobile Terminated (MT) SMS/MMS messages for which they do not incur any premium or standard messaging charges from their wireless carrier. The subscribers may interact with the service by sending SMS/MMS messages (including, but not limited to, messages for the purpose of opt-in, opt-out and requesting help). The wireless carrier may, at their discretion, charge the subscriber at standard messaging rates for Mobile Originated (MO) messages to the program.

Handset: Term used in reference to a mobile device, or mobile terminal.

Impressions: A business metric for counting the number of times mobile subscribers have viewed a particular page, mobile advertisement on a mobile internet site or embedded within a text message or similar mobile medium.

Information on Demand (IOD): Content delivered in the form of an Alert. Subscriber receives updates of weather, traffic, horoscopes, jokes of the day, etc. via SMS text, at a predetermined time and frequency.

Keyword: A word or name used to distinguish a targeted message within a short code service.

Landing Page: A secondary page to which a user is directed when they click on an ad, where they are provided additional information and/or a mechanism to make a purchase. The user is often driven to a landing page via an ad banner, link or other offer-related communication.

Location Based Services (LBS): A range of services provided to mobile subscribers based on the geographical location of their handsets within their cellular network. Handsets must be equipped with a position-location technology such as GPS to enable the geographical-trigger. Location-based marketing messages could include subscribers receiving a targeted offer upon entering a certain geographic vicinity.

Messaging: Collectively, SMS and MMS messages sent to mobile phones/devices. This definition does not include advertisements delivered on WAP sites or advertisements delivered into games on mobile devices.

Mobile app: A computer program designed to run on mobile devices such as smartphones and tablet computers.

Mobile native apps: A mobile application in contrast to software applications that run on desktop computers, and to web applications which run in mobile web browsers rather than directly on the mobile device.

Mobile originated message (MO, MOM): An SMS/MMS sent from a mobile device.

Mobile terminated message (MT, MTM): An SMS/MMS message received by a mobile device.

Mobile web: A channel for delivery of web content, which offers and formats content to users in awareness of the mobile context. The mobile context is characterized by the nature of personal user information needs (e.g., updating your blog, accessing travel information, receiving news update), constraints of mobile phones (e.g., screen size, keypad input), and special capabilities (e.g., location, connection type such as 3G or WLAN).

Multimedia Messaging Service (MMS): Standard for telephony messaging systems that enable the sending of messages that include multimedia objects (images, audio, video, rich text).

Non-Personally Identifiable Information (NPII): Data that provides metrics and statistics, but does not provide specific information to contact or identify a specific end user.

Push message: A mobile app notification that delivers information directly to a mobile subscriber's home screen, pushing them into the app when the message is clicked.

Opt-in: The process where a subscriber provides explicit consent, after receiving Notice from the Mobile Marketer.

Opt-out: The process through which Subscriber revokes consent after receiving Notice from the Mobile Marketer. An example of an Opt-out process includes, but is not limited to, a Subscriber replying to an SMS message with the phrase "stop."

Page View: Unit of measure that tracks the number of times users load a particular web or WAP site/page.

Pull Messaging: Any content sent to the wireless subscriber upon request, shortly thereafter, on a one-time basis. For example, when a customer requests the local weather from a WAP-capable browser, the content of the response, including any related advertising, is Pull Messaging.

Push Messaging: Any content sent by or on behalf of advertisers and marketers to a wireless mobile divide at a time other than when the subscriber requests it. Push Messaging includes audio, short message service (SMS) messages, e-mail, multimedia messaging, cell broadcast, picture messages, surveys, or any other pushed advertising or content.

QR Code: A specific matrix barcode (or two-dimensional code) that is readable by dedicated QR barcode readers and camera telephones. The code consists of black modules arranged in a square pattern on white background. The information encoded by be text, URL, or other data.

Search Engine Optimization (SEO): The process of affecting the visibility of a website or a web page in a search engine's unpaid results - often referred to as "natural," "organic," or "earned" results.

SMS Message or Text Message: A message sent via a Short Message Service. 160 characters in length and most commonly referred to as a text (or txt).

Subscriber (mobile subscriber): A customer that enters into an agreement with a carrier. Once executed, the agreement requires the carrier to provide wireless telecommunication services to the customer.

Single Opt-in: When a mobile subscriber opts in to a program via a subscriber-initiated message to a service provider as prompted by the terms of the program. For example, when a subscriber texts JOIN HEALTH ALERTS to a short code, that subscriber is opting in to that service.

Smartphone: A handheld device that integrates mobile phone capabilities with the more common features of a handheld computer or PDA. Smartphones allow users to store information, e-mail, install programs, along with using a mobile phone in one device.

Targeting: Various criteria to make the delivery of a mobile advertisement more precise (age, gender, geographical, day parting, household income, etc.).

Tracking: The ability to assess the performance of a mobile campaign.

Unsubscribe: The process of opting out of a mobile subscription service/application.

Here you can learn how to build your audience and connect with customers through email and your own mobile app. For further reference, other frequently asked questions about mobile apps are answered here.

Ready to explore your mobile marketing options a bit further? We've launched a brand new service that makes building mobile apps scalable and affordable. If you'd like to learn more or get early access to our new mobile apps program, click through below, and we'll be in touch shortly.

Learn More

(C) 2016, Linzi Breckenridge. All rights reserved.

The post Mobile Marketing Words To Know appeared first on Vertical Response Blog.