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8 Tips to Maximize Your Content Marketing Budget

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Content is fuel for digital marketing. It is hard to do anything – SEO, paid search, social media, email, etc. – without having quality content.

Whether it is in a range of formats like video, articles, blog posts, images, content is a necessity.

We have varying levels of sophistication when it comes to research and development of our schedules and calendars.

Depending on our focus and target audience, we may lock in on short-form articles, long-form, whitepapers, gated content, video, webinars for B2B, or go with quick hits and short formats that are visually heavy for B2C.

Regardless of our current level of planning and strategy and our organization’s target audience, we know we can improve the return on investment of our content and be more efficient in the process of generating it.

Here are eight tips to maximize your content budget and stop wasting money.

1. Align Content Needs with Goals

If a digital marketing channel like SEO is driving the push for more or different content, that can be a problem. SEO and digital marketing professionals need content for their efforts.

If they’re asking for it and it is a surprise or if they’re asking for formats and topics that aren’t in the broader digital marketing, or marketing plan, that isn’t a good sign.

Take a step back and ensure that all digital marketing channels are aligned toward overall marketing goals for the organization.

Then, work backward to see how each need content to contribute to the customer journey. From there you’ll be able to find shared content needs that will funnel into the overall goals.

SEO and other digital marketing channel goals shouldn’t be so different that their targeting and audience focuses require 100% unique and separate content to be generated than the other channels.

2. Create a Strategy

A strategy isn’t stating that we’re going to create two blog posts per week, do some SEO to them, and share them on social. (Apologies if I step on any toes here!)

If you’re in that boat, there’s no shame. Now is the time to take your goals (see above), do research (more on that to come), and create a bigger strategy.

Yes, you’ll need the tactical part of it regarding when you’ll create and deploy content. However, you need to know:

  • What you’re producing.
  • Why you’re producing it.
  • Your expected content ROI at a top-level as well as a channel-specific one.

Most importantly – bring all of your marketing channels to the same table.

Understand what they are targeting, make sure there’s alignment across the board, and determine what their content needs are individually to create a cohesive strategy.

3. Learn from the Past

If you haven’t taken a deep-dive into analytics, channel metrics, and anecdotal results from the sales team – now’s the time.

While we can speculate on what performed well or what we want to promote, we definitely need to gain insight from what has worked and what hasn’t in the past.

Jane may think the piece on the quantum physics of how we engineer the widget is the best article ever written for the industry while John bets his lunch on the whitepaper comparing all of the inferior competitor widgets to our company’s widget.

Both may be right, both may have impressions based on what they feel is important in messaging.

If you have data and can trust how the content was optimized, shared, and promoted in the past, use this to influence the strategy going forward.

4. Learn from Competitors

While there may be an argument that we’re different and better than all of our competitors – or that no one really does what we do – there’s always something to learn.

Even a basic review and documentation of the topics, formats, and what we can see externally and through research tools in terms of engagement on competitor websites can help us.

We don’t need to repeat the competitors’ mistakes and we can leverage what appears to be working with our better and different take on the topics.

5. Listen to Your Audience

Going beyond the review of the past in analytics and reporting for engagement and what has worked well, talk with your team. Or, even better, talk to your customers.

  • What are their pain points?
  • What are the questions they had when in the research and buying process?
  • What content helped them?
  • What do they wish you had told them?
  • How could they have found you faster?

There are a lot of great questions that can be asked both internal and external stakeholders. This doesn’t have to be through a statistically significant sample or survey.

Use conversations, surveys, and meetings to get this info and see how it aligns with goals, topics, and the plan.

6. Leverage Your Subject Matter Experts

Creating content can be a significant investment in both hard and soft costs for an organization. If you’re paying external writers, photographers, videographers, strategists, subject matter experts, etc., you’re investing a lot.

If you have internal subject matter experts, you have a wealth of knowledge readily available. The challenge is unlocking that knowledge and turning it into content.

You’ve got a strategy, you have goals, you know what the competition is saying and doing, you know what your channels need, now you need to produce the content.

Sure Jane and John aren’t marketers and writing in alignment with the content marketing plan isn’t their strong suit. That doesn’t mean that we can’t use them.

  • Get bullet points from them.
  • Interview them.
  • Write an initial draft and have them add to it.
  • Have them give you an initial draft.

With some guidance and the right process to get valuable content out of them, you can mine your internal resources and save both external and internal resource capital.

7. Use the Same Content in Multiple Ways

The goal of investment in content should be to get the most out of it.

Being able to leverage it in multiple digital marketing channels, for uses beyond marketing, and by packaging it in different ways, we can get the most out of it.

Additionally, being able to reuse the same content (if it isn’t breaking news or tied to a trending topic), you can find ways to resurface it and put different angles on it down the road.

For example, if you had a great article about the upcoming “mobilegeddon” you can write follow up pieces repurposing it when the deadline is nearing and even after the fact: “Mobilegeddon 1-month out: what we learned”.

By thinking about the multiple formats, channels, and ways to revisit and repurpose content topics, we can get even more out of original pieces of content without having to start from scratch.

Plus, more focus and concentration on a topic helps build thought leadership rather than just sprinkling out posts and mentions on a wide range of topics.

8. Measure Content Performance & Be Agile

While we can have the best 12-month plan in place with goals, strategy, tactical scheduling, and budget lined up, the reality is that things won’t play out exactly as we predict.

We have to have some level of agility built into the strategy or process.

This means we have to be constantly measuring the performance of our content against goals at the top level and within digital marketing channels and be willing to adjust the strategy as we go.

If we’re getting a ton of traction on a certain topic, putting more time into that topic and delaying another might be the answer.

In other cases, if we aren’t seeing traction, there may be a case for moving onto other areas of the strategy or adjusting the promotional and optimization plans.

Regardless, this is a fluid process that can’t be planned on an annual static calendar and rigid with no way to adjust.

Yes, you need the long-term strategy and calendar, but you have to build in the mechanisms to be able to adjust as you go.

Conclusion

With content being a focal point and necessary function of virtually all digital marketing channels – including search marketing – we know we have to invest in it.

By being proactive with our content marketing approach and finding ways to save money, become more efficient, and see better performance as a bonus.

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Speed and performance of Web dev, SEO, and marketing agencies websites

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30-second summary:

  • The research shows most agencies failed when it comes to the performance of their website.
  • Search engine ranking is a multi-factor game, and performance, while it matters for many reasons, is just one piece in this puzzle.
  • Nebojsa Radakovic shares insights.

Ever since Google announced that page speed would be a ranking factor in its mobile-first index in 2018, the need for speed became one of the most important aspects of web dev trait. A lot of businesses jumped onto the speed train. 

Sure enough, one year later, Google reported that sites are faster, and abandonment rates are down since making page speed a ranking factor.

With performance being one of the top-selling points of a modern-day web dev architecture Jamstack that we are so into, it was only natural to take a deep dive into the industries that tackle website performance and see how we stand against our peers.

TL;DR: Key findings

Don’t have the time to read through the research? Here are the key findings:

  • 27% of websites from our 20K sample still run on HTTP
  • 65.7% of the websites are built with WordPress
  • Only 2.7% of websites have good performance scores
  • 2.9% of websites provide good user experience to their users, ie Largest Contentful Paint (LCP) occurs within 2.5 seconds of when the page first starts loading

What data was I interested in, and why?

Lighthouse performance metrics. There are a couple of popular speed testing tools, but most people use Lighthouse. While it may not be perfect because it provides a mix of both lab and field data about a page, I’ve used Pagespeed Insights API as described in James McNulty UpBuild post here, although updated to show core web vitals.

CMS. WordPress or not. 37% of all websites are powered by WordPress. Being the most popular web dev solution, it would be interesting to see and compare different solutions in terms of speed and performance.

Where did I get my URLs from?

Gathering URLs is a time-consuming work. But I managed to get 20k URLs (20397 URLs to be exact). I’ve cross-referenced results I got from scraping the first-page organic results of a set of keywords (like SEO agency, web dev agency, etc.), results I got by using tools such as Phantombuster to scrap review websites, and results I got from hiring virtual assistants on Upwork and Fiver.

There are a couple of issues I had to take care of first. Amazingly 27% of websites from my 20K sample still run on HTTP. That’s not good at all. On top of that, I had a bunch of URLs coming up with NET::ERR_CERT_DATE_INVALID error message in Chrome. Once those were taken care of, I ended up having results 13945 URLs instead of 20K.

The data

Popular CMS- Speed and performance research

Of course, the most popular CMS is WordPress, with 65.7% of websites from my sample using it. For 18.8%, I was not able to detect any CMS. 2.58% run on Squarespace, 1.6% are built with Drupal, 1.41% are on Wix, and so on.

The results should not come as a surprise given that WordPress powers 37% of all the websites on the Internet or 63.6% of all the websites with known CMS.

Performance scores – How scores are color-coded by Google

The metrics scores and the perf score are colored according to these ranges:

  • 0 to 49 (Red): Poor
  • 50 to 89 (Orange): Needs Improvement
  • 90 to 100 (Green): Good

You can read more about it here.

As far as the performance scores for all websites are concerned, 77.1% of the websites are in the poor range, which means there is a lot of room for improvement.

URL performance - Speed and performance research

Pretty much the same story when we check only WordPress websites, 83.9% are in the poor performance range.

Performance WordPress - Speed and performance research

Core Web Vitals

By now, you probably are well aware of Core Web Vitals. Their importance is twofold:

  • Google considers them essential in a webpage’s overall user experience, and understanding them can help you improve the quality of experience you are delivering to your users,
  • Google plans to make a page experience an official Google ranking factor with Core Web Vitals being an essential part of it.

The current set for Core Web Vitals focuses on three aspects of the user experience: loading (described with Largest Contentful Paint (LCP) metric), interactivity (described with First Input Delay (FID) metric), and visual stability (described with Cumulative Layout Shift (CLS) metric).

For this research, numbers follow the performance scores. For example, check out the Largest Contentful Paint (LCP) results.

Largest-Contentful-Paint-(LCP): Speed and performance analysis

Conclusion

Being that I’ve tested only 20k URLs (actually 13945), let’s not generalize conclusions. However, the general ‘feel’ is that the ones required to think of speed and performance failed the test.

Performance, while it matters for many reasons, is not and should not be the end goal. It depends not only on the tech used but also ‘features’ you’ll have on a website, which pretty much depends on the industry/theme your website is in. And balancing performance and functionality successfully depends on the value a feature brings to your business versus the reduction in speed that results.

The thing is, whatever tech you use, you can end up with good scores (some easier than others). The real question is, how important are the scores for your client, their business, and their audience?

Nebojsa Radakovic is an SEO wiz with 20 years of experience. He is also an extreme sports enthusiast. He can be found on Twitter @CookieDuster_N.





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Top 10 Tools to facilitate web development

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30-second summary:

  • Web development is very essential for guiding you past the traditional methods of website development and approaching to other more unique and efficient prospects in the IT field.
  • Building an app or website is real but sometimes can be better facilitated through the testing and implementation phases of web tools.
  • Entering the new age of the digital world is just impossible without proper deployment, scaling, and database management. And this where the best web development weapons are on standby.

Web development tools are necessary to adapt and integrate in the development environments since they help you create a webpage, gather metrics, discover layouts and designs. Web development is all about evolving and stepping up the game you are currently very proficient in. Along with that it doesn’t demand much money,  require enormous sources or expect big money. The only thing development tools are incorporating is your boosted ultimate website performance. What is simply left is finding the right assistant on this journey. Here are the top 10 we have picked for you:

1. Chrome DevTool

If you are searching for a web assistant that would ensure your safety and optimize development, Chrome DevTool is sincerely recommended in this case. Taking into account that this is the most popular cross-platform browser of all, you should be certain that such a Chromium-based development technology will allow you to inspect, debug, and guide you through the browser.

While varied development tools are primarily focused on setting up websites, creating online stores, and launching blogs, Chrome DevTool is highly helpful in inspecting and tweaking. Although it is a bit hard to navigate through so many tabs and functions, Chrome DevTool offers you numerous panels for boosting productivity, analyzing load performance, and enhancing better user-friendly experience:

  • Elements panel
  • Console panel
  • Sources panel
  • Network panel
  • Performance panel
  • Memory panel
  • Application panel
  • Security panel

Such a division gives you a more fixed structure on elements and commands that you can apply depending on the existing page you are willing to diagnose. In order to access Chrome DevTools, you won’t even need to pay for anything, as it is built into the browser itself. Here is how you can open it.

2. VironIT

Good software development company’s support can facilitate your user experience with its comprehensive and all-inclusive approach even more. VironIT offers you a list of the new age web development tools and services to create a highly adaptable website or attractive web application.

If you wonder what kind of development tools are combined in one software, it might actually vary from AR&VR development (augmented and virtual reality) to IoT Software development (data visualization and analysis). Such a useful package of cross-platform tools in one place makes it easier for you to write, maintain and promote better development and react to possible vulnerabilities. In addition, it guarantees you rapid functionality of apps, programs, websites and its well-organized software designs.

There is nothing more efficient than a versatile service providing the fast and most secure web frameworks. You share the main goal.

3. React JS

React is a JavaScript library for building user interfaces and reusable UI components. Why do many developers use this web development tool is mainly because of the ease of breaking a developing application into several simple parts. Moreover, the style of application code derived with the help of React components can be used for any program’s interface which significantly speeds the process up.

Obviously, if you are willing to learn ReactJS, you need to know how to work with JavaScript, HTML5, and CSS. The solid knowledge of any of these markup languages makes the optimization journey with ReactJS more helpful and enjoyable:

  • It is faster because it performs optimization while drawing up code to JavaScript.
  • It is also error-free since all technical mistakes can be spotted during compilation.
  • It is easier to write templates, especially when you are familiar with HTML.
  • It is entirely automated since it can handle the JavaScript code, which is suitable for many browsers.

4. Github

You have no clue what the new age of web development means if you don’t try out GitHub. This web platform enables you not only to manage the web applications by coordinating the tools and its usability, but also to deploy regular teams and campaigns to the completion of these same applications or projects. GitHub accesses you a lightweight, branch-based workflow that helps you experiment with taking over new tasks and managing the existing workflow.

  • It helps you make changes, reviews without affecting other involved branches.
  • It offers a smooth documentation process that often complements the quality coding process.
  • It can modify pages’ content and style remotely via the web or locally on your computer

Why GitHub? The suggested privileges of breaking down barriers within a team when the project is implemented and keeping everyone focused on having the best performance. In the same way, it can let your business flow run smoothly and consistently at any point in time.

5. Novi Builder

You can’t even imagine what excellent sophisticated features you have been holding back when you were not a member of the Novi Builder community. This easy-to-use development tool offers you facilities for HTML drag and drop builder, access to all existing and future templates including free of charge themes. Also, it provides you with 20 must-have plugins and elements, such as Social Plugins, Contact form, Sliders, Countdown, Google Maps, and more.

The functionality and designs are exactly built for beginners developers who want to evolve and rise up on their IT working ladder. It is a great chance for deepening your understanding of website creation and ensuring solid knowledge of application development.

Along with the above-mentioned features, here is what else Novi Builder has to offer:

  • It offers advanced code editor support.
  • It supercharges your projects just from scratch
  • It can install an app and make it live in several hours at low cost
  • It empowers and modifies your existing HTML website with additional application integration facilities

6. BugMuncher

The BugMuncher’s list of integrations includes GitHub, Jira, Trello making it more accessible and easier to edit packages and manifest files. The toolkit enables you to draw the problems captured on your website and send it across as a screenshot. Generally, BugMuncher teaches developers how to make visual highlights and get immediate feedback with the most accurate details. In addition, this feedback comes not just from random visitors but your current customers when they interact with your service and share the reports of JavaScript and AJAX errors.

Unlike the rest of the feedback tools, this one doesn’t misuse or distort gathered information. It does exactly the opposite by testing development phases and saving your existing project from bugs. If you are quite hesitant it takes too long to collect BugMuncher feedback, you should remember that it is not about your colleague’s professional suggestion, a customer as a prime source of feedback. They can deliver you the most constructive criticism that would help you hone your business’ website or app development.

7. Bootstrap

Bootstrap is low-key the most popular HTML, CSS, and JavaScript framework for developing responsive, mobile-first websites. Its open-source toolkit stores different templates and designs for creating common user interface components. These elements usually include forms, buttons, navigations, dropdowns, alerts, modals, tabs, accordions, carousels, tooltips, and so on. Basically, it allows you to build mobile-friendly websites with a smart drag and drop facility.

Moreover, ready-made blocks of code and flexible layouts needed for HTML, CSS can be easily customized and used in accordance with your project’s requirements. The greatest Bootstrap’s features of all are:

  • Extensive list of components
  • Solid guarantee of the project’s responsiveness
  • Useful icon library

8. Notepad++

Notepad++ is your great assistant in text editing, syntax highlighting, plugin maintaining and this list of handy features can actually go on. Although it is available on Windows only, it can still be supported by GitHub, a primary distribution party.

Additionally, Notepad++ supports 27 programming languages. If you go to the Binary Translations page you can easily choose the language you need. Alternatively, you can open User Language Define System to help you define the definition of keywords or regular expressions. Moreover, if you are advanced at coding in languages like C++, Batch, and HTML, Notepad++ is just an ideal service for you. Imagine that:

  • You can find every instance of a word and perform actions on it.
  • You can access the replace function and get a change reference for each word.
  • You can also save time by typing the keyboard shortcut and skipping the appeared code next time or previous time.

Doesn’t it sound amazing to apply a word-search and text-editor tool like this with just a quick installation and some default language setting? You should definitely try it out.

9. Source tree

We wouldn’t bet on the wrong horse if we said that most of you are intermediate or even advanced developers who’d rather focus on coding than interacting with the Git repositories. SourceTree is a free web development tool available for Mac and Windows and perfect for database visualization and management. However, Source tree equally claims to serve both powerful experts, as well as absolute beginners. Yet, understanding the interface specs is easier than you can even think:

  • Bookmark windows represent database you are aligned with
  • Toolbar lets you take action without any command line
  • The sidebar is where you access the information about your current project
  • Repository history and code diffs share control to monitor previous changes

From now any coding changes will be demonstrated in real-time and with the aggregated view on all of your work.

10. Lambda Test

Certainly, before displaying your website to the users’ eyes, as a developer you are in charge of rendering it over different browsers. Depending on the coding language you use (like HTML, CSS  & JavaScript) they should be tested beforehand. Lambda Test is your main guide to ensure that your web application is adaptable for any browser even after you push code changes. Such cross-browser test automation offered by Lambda Test has a very simple and easy to understand interface. Even more, better addition is a vast collection of integration facilities (screenshots screen recording, plugins, and so on). All in all, this unique rendering mechanism is less complex, time-consuming, and instead much cheaper and faster in use.

Conclusion

Now, you are completely forearmed to successfully lead the war of web development. Getting an application done or an advanced code supported has never been easier. Try these top tools out and you will not regret it.



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Why behavior analysis is important online business

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30-second summary:

  • A typical consumer now owns an average of 3.6 devices which means a person’s journey may start from a laptop and end on a mobile or a tablet.
  • In the ecommerce business, the cart abandonment rate is the thing that haunts most of the business owners.
  • Developing analytical skills can help you better manage these obstacles.
  • MD of SEO Discovery shares a guide to help you understand Cohort Analysis and Behavior Analysis to eliminate roadblocks and improve engagement.

In today’s digital age, the customer journey is getting complex day by day and if you are doing online business then it’s vital to understand your customer journey. A typical consumer now owns an average of 3.6 devices which means a person’s journey may start from a laptop and end on a mobile or a tablet.

In the ecommerce business, the cart abandonment rate is the thing that haunts most of the business owners. According to Statista, 88.05 percent of online shopping orders were abandoned in March 2020 worldwide, which means over 88% of people added selected products into the cart and left without buying for various reasons. This is a massive business opportunity loss for ecommerce players.

Developing analytical skills can help you better manage these obstacles. Without adequate knowledge of analytics, your marketing won’t work because you won’t know what worked and what didn’t work. All the marketing suits come with analytics tools to help perceive the behavior, engagement metrics, and demographics of the visitors coming to a website. The most common web analytics tools are Google Analytics, Adobe Analytics, Kiss Metrics, and Mixpanel. They generally come with the following features and capabilities:

  • Real-time analytics
  • Mobile analytics
  • Attribution modeling
  • Segmentation
  • Ecommerce tracking
  • Funnel analysis
  • Cohort analysis
  • Cross-device tracking
  • In-page analytics (Session recording, click tracking, heatmaps)
  • Goal conversion tracking
  • Event tracking
  • A/B testing

Every feature has its own data sets which can be compared to help you make informed decisions. Today we are going to understand Cohort Analysis and Behavior Analysis to eliminate roadblocks and improve engagement.

What is a Cohort Analysis and why is it important?

Cohort analysis is a subset of users grouped by shared characteristics. It simply allows you to compare the behavior and metrics of different cohorts over time.

Cohort Analysis Example – Finding Engagement Drop

Let’s suppose you have an online food ordering website/app and using acquisition date (when users started their first sessions) cohorts you can find out when in the customer lifecycle your users tend to drop off.

Cohort table for behavior analysis

The best way for visualizing this data is to chart out the retention curve, portraying retention over time.

Cohort Curve - Behavior analysis

This retention curve clearly reflects the most important insight – around 75% of the users stop using the website after the first day. We can see a downfall in the engagement. Hence, it’s evident to improve the overall experience and abet customers through daily offers/coupons to boosting retention.

Cohort Analysis Comparison – Organic vs Direct

The below cohort analysis indicates that organic traffic has a better retention rate than direct.

Cohort - Organic vs Direct - Behavior analysis

 

Visitor behavior analysis and its importance

It’s a process of tracking user behavior on a website and there are some great tools in the market that give accurate information. Tools like Hotjar, MouseFlow, Crazy Egg record visitor sessions to see how visitors are navigating on the website. They also offer click tracking and heatmaps to analyze the most engaging and ignored (skipped) elements on a page.

Screenshot - Mouseflow - Understanding visitors' behavior analysis

If you look at the above heatmap, you would notice that no one bothered to click on “PORTFOLIO” in the top menu, which means people aren’t interested in see the portfolio. Maybe we have to replace it with something more interesting (like Case Studies, Achievements, and more) which grabs a visitor’s attention. These kinds of insights help you add/remove elements to improve page engagement.

Using filters, you can further segment your audience to dig deep and pull out actionable insights, see those filter below:

Screenshot - Mouseflow_Filters

In Google Analytics, behavior flow gives you a visual presentation of how people are navigating on your website. You can apply segments to get a deeper view of their behavior and it also enables you to apply different dimensions on top of these segments to get actionable insights.

 GA Behaviour Flow

The power of these analytical tools lies in the fact that it allows you to view which customers leave and what’s making them leave your website/app – so that you can fix it. You can also hire a professional digital marketing agency that can help you find these hurdles and remove them to enhance your overall engagement.

Mandeep Singh is the MD of SEO Discovery. He’s mission is to provide affordable digital marketing services to startups and SMEs. He’s an official member of Forbes Agency Council. You can find him on LinkedIn.



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