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On the subject of Internet Marketing

master bait

Joe Joe

February 14th, 2013.

An Essential Tool for Seeding Your Linkbait – The D.O.G.C.A.T.

master bait

 

Linkbait. The One True Love of the Content Makers.

That essential tool in the arsenal of online marketer, Linkbait is content designed to attract the attention of other web users by baiting them to link to it (see?).

Linkbait isn’t just ordinary content. Blog posts are easy; but making something that your industry will want to share and celebrate is a different ballgame entirely.

Linkbait can come from a stroke of genius or hours of planning, or both. As long as people look at it as either a resource for their industry or something novel and entertaining, there’s no reason it shouldn’t attract links from the right people.

 

More links means more traffic and better SEO!

So we know you’ve already made a killer piece of content. You’re just here to find out how to spread it around properly, right? Well fret no more, Ladies and Gentlemen. We present:

 

The Datadial Original ‘Guide to Content Appreciation’ Triangle.

Or

D.O.G.C.A.T.

 

Seeding Linkbait copy

 

Ok, Calm down. We know it looks overwhelmingly complicated, but let me explain exactly how it works:

 

LEVEL 0 – Creation:

The whole thing works on the basis that you already have a piece of original content that you think will attract attention from your peers in industry. Whether it’s a video explaining how Les Miserables is a great model for growing your start-up, or an infographic explaining the best way to seed Linkbait, as long as you think people will be able to use it; you’re on track.

 

Level 1 – Social Media:

This is the most basic type of seeding. It’s an essential step, but exposure will be limited to the size of your following. If you’re lucky, your content might be Shared, Retweeted or +1’d to a wider audience. It’s possible that you have 6 million followers on Twitter, but if you don’t it might be worth taking measures to grow your following. Social sharing is a self-fulfilling process – the more people share it, the more people see it. The more people see it, the better the chance of them sharing it.

 

Level 2 – Social News Sites:

This is a stage that requires a bit more work and skill. Sites like Newsvine, Digg and Reddit allow users to submit links and articles to be read and reviewed by their peers. These sites are community-powered and collaborative.

- Newsvine is more news-based and content is reviewed by site-users who can indicate good content by clicking the ‘Seed Newsvine’ option. The more people who seed it, the more it spreads.

- Digg is a little serious but reflects a community interested in alternative news and modern trends. Content is promoted by clicking the ‘Digg’ button and the more Diggs an article gets, the higher it climbs on the front page.

- Reddit has the potential to be the strongest tool in your Content Sharing arsenal. Reddit is, in essence a news/link/media sharing site which is comprised of niche special-interest Subreddits. There are Subreddits for pretty much anything you can think of, from /r/pokemon to /r/indiegaming. Finding the right Subreddits to seed your content is key, and if the community like it; you’ll reap the rewards.

 

My Top Tips for Submitting to Social News sites:

1)  Think of a catchy title to draw people in and make it seem newsworthy. (‘New Study Shows Horses are Just Really Big Dogs’ is a lot catchier than ‘I read an article earlier about how horses are really big dogs and I thought I’d share it with you on here’).

2)  Don’t offend the community. There’s a certain tribalism associated with community-based social sites and it would be a faux-pas to insult the people you are trying to impress. (‘Redditors Might Benefit from this Spell-Checking Plug-in’ works better than ‘Redditors Can’t Spell!’)

3)  Don’t be too self-serving; for some reason people think it’s less authentic to promote your own work than to find something organically. (‘Cool Infographic about Seeding Linkbait’ works better than ‘I made this amazing article about Seeding Linkbait).

 

Level 3 – The Newsiest Blogs in Town:

These are the former Search Engine Contenders that for the most part have bowed out of the Search Wars to focus on other parts of user experience. They’ve become pinnacles of the online news world, and although they’re still somewhat community-focussed, they are edited.  They now support a news format with a kind of blog/online magazine layout. Emailing the editors of relevant sections with your ideas could earn a link to your content and massively improve your exposure.

 

Level 4 – Industry Specialists:

If you’ve written a post on ‘Implementing Google Authorship to aid SEO’, you might consider contacting SEOMoz or other industry leaders to see if they’re interest in the resource you’ve created. One tweet from a well-followed industry leader is worth more than an email to everyone in your address book. If your specialism is music you might contact a blog such as Pitchfork or AllMusic; and if books are your forte, Waterstone’s are industry leaders. Specialism can extend into things as niche as genre, so don’t hesitate to hunt for the best blogs in your industry.

 

Level 5 – Actual News Sites:

If your content is really a revolutionary resource you might consider contacting the editors of international media and news sites. The Guardian, The Times or The Huffington Post could (if targeted properly) gain you worldwide exposure. If your content isn’t up to scratch, you’ll just be wasting your time, but a carefully strategized approach could land you on the pages of the centres of global news reporting.

 

Level 6 – The BBC:

Only one step up from The Huffington Post, but perhaps a world apart. The BBC departs from the idea of community-based news reporting and presents itself as the leading resource for news. You can submit news stories to the BBC and its various subsections, but since they are keen to avoid any undue consideration in news reporting, the only way to get an acknowledgement from this avenue would probably be to create something that actively changes how people think about your industry.

 

Some Final Notes on the D.O.G.C.A.T.

Three factors that seem to change as you move up the ladder are cost, difficulty and exposure.

Cost

Cost is actually higher on level 1 than level 6. Using paid methods of promoting your material on Social Networks can be very useful. In fact, the clever clogs in charge of these outlets have been sure to make sure spending money is easy and will benefit you. However, as you move up the D.O.G.C.A.T., cost is no problem. You can’t buy your way onto the pages of reputable news sites, but truly strong content dressed up properly can be submitted for consideration for free.

Difficulty

If you’ve already got social media plug-ins installed, spreading your content on Level 1 is a cakewalk. You literally have to do nothing. Isn’t the internet amazing? That said, by relying on the automated service alone you probably won’t see the benefit. Pumping your content back into the mixer will ensure more people will have a chance to see it and click through. Level 2 requires only an idea of what that particular online community are looking for; but from Levels 3 to 6 it becomes much harder. The content must be of an incredibly high standard and it will help to have a point of contact in the business rather than emailing ‘editor@x.com’.

Exposure

Level 1 could go one way or the other in terms of exposure. On the one hand, if you run the social media for a multi-national corporation; you’ll probably have a big following and high exposure. If you’re a local fruit shop, you might find significantly less exposure. Level 2 can offer a high level of exposure if your submission proves possible; but as we’ve said, this requires a certain level of skill. It goes without saying that a lot of people read news websites, so Levels 3-6 will be guaranteed high-exposure.

We hope you find the D.O.G.C.A.T. as useful as it definitely is.

 

It will probably change the industry.

 

…BBC here we come.

xcatttt

Joe Joe

January 3rd, 2013.

How to Manage your Brand Online

 

xcatttt
Customers are selfish lovers. They want to receive a lot more than they want to give, but treat them right and they’ll stay with you forever.

Advertising, reputation and great offers have always been at the forefront of all marketing; but the world is changing. TV spots and billboards aren’t enough anymore.

In a digital age, where choice is encouraged and variety is celebrated; how do you keep your customers’ eyes from wandering? Let’s take a look at some key aspects of ensuring your brand stays strong online.

Domain names

Make sure your web address is as simple as possible. Leave no room for error in spelling, reading or punctuation of your company’s web address.

Learn from the mistakes of French tree-surgeons ‘Les Bocages’: ‘www.lesbocages.com’.

 

 lesbocages

And never be afraid to abbreviate to make the address more memorable and remove any room for error, as in Cancer Research UK: ‘www.cruk.org’.

 

cruk

 

Authentication

Customers love a brand they can trust. Featuring endorsements on your page from other trusted online service providers can be a ringing thumbs-up in terms of brand appeal.

Authentication exists for both payment transfer services and any sensitive data entry services.

 

authentication

In any case, having an international corporation’s logo as a stamp-of-approval on your site can only help to improve your brand’s reputation in the eyes of your customers.

First Impressions

First impressions are everything in business. You wouldn’t want a customer to walk into your shop and be met with a messy, confusing or overwhelming store layout and the same should apply to your website. Matt (?) gives an excellent idea on how not to design your website right here at the Datadial blog. For an idea of a nice way to design a website, look to your own favourite websites. For me, the Reddit interface is massively simple and uncluttered; while Facebook seems to be in an eternal battle for usability, updating several times each year.

 

 reddit

Reddit Takes ‘Understated’ to the Extreme

 

Customer Service (e-chat)

Customers like to believe you’re willing to help them whenever they might have a problem. Many online services offer a kind of helpline in the form of e-chat services. This would be especially useful in cases where technical support is likely to be required, but don’t overlook the benefit of offering this facility for things as simple as order tracking or site navigation. Simply offering a helping hand can be enough to encourage your customers to trust in your brand.

 

live chat

 

Take Rewards Online

We’re all familiar with that sly loyalty trick: coupon collecting. Collecting wrappers and tokens from sweets, drinks and cereal boxes is nothing new, but linking these items to exclusive online content will drive traffic to your website and revamp your presence on the web. Encouraging social media users to Tweet, Share, Like and Comment on your competitions will further increase involvement and exposure to a wider audience.

 

mycoke

 

Create Content

If we’ve told you once, we’ve told you 1,000,000,000,000,000 times: Content is King. In the big bad world of internet marketing, the only guaranteed way to get people to engage with your brand and thus build your brand’s reputation is to create fresh new content that is relevant to your target audience. If you’re offering the latest industry news; the best competitions and the most entertaining media, you’ll see a high amount of traffic and a big boost to your reputation.

Viral Content

In the same vein as content creation is viral marketing. Suddenly the greedy customers who only want to receive are paying you back with page views and backlinks. And they don’t even realise how much they’re helping! If you post a totally original super hilarious video on your site and it goes viral, you’ll see the page (and your site) grow in strength as interest grows.

Think of something like the not-even-slightly household name ‘BlendTec’. You’ve probably already forgotten the name, but you’ve definitely seen their viral marketing campaign. ‘Will It Blend?’

 

If videos aren’t your thing, you can take advantage of the spreadability of online content by sharing stories about your brand. Whether intentionally or not, Sainsbury’s were on everyone’s digital lips last year when they followed a 3 year-old girl’s advice to change ‘Tiger Bread’ to ‘Giraffe Bread’.

Whatever your brand, don’t look at Online Marketing as a challenge to overcome. Think of it as a tool to increase your exposure and improve your reach.

buy now

Joe Joe

December 7th, 2012.

5 Tricks Online Retailers Use to Make You Go All the Way.

There are a million and a half blog posts about how Online Retailers keep their drop-off levels down; but what methods do they have in place to make you loosen up with your spending.

Charities have been doing it for years. Getting you to put your hand in your wallet is their speciality. Just when you thought you would ignore their pleadings something tugs at your heart strings. A little niggle that says “do it now, you know you want to”. Anyone who’s watched Jeremy Kyle knows what I’m talking about. Right after the Foxy Bingo guy announces the break, you’re confronted with 4 minutes of hunger-ravaged children reaching out from the Plasma Screen. It’s emotional Blackmail.

But it’s effective…

Online retailers are getting in on the action too. They haven’t quite gone down the guilt road yet (though I’m sure they would if they could) but they are playing with your mind to get you to ACT NOW and not go elsewhere.

…Pulling on the purse strings if not pulling on the heart strings.

It’s even more difficult to create that sense of urgency online, especially when it’s so easy to check prices and offers on other retail websites. Even a website has the right product at the price you’re willing to pay; you would more than likely check elsewhere. So the only weapon left in the web retailers’ arsenal is the notion that if you don’t buy something there and then, you’ll lose it forever.

So let’s see what online retailers do to keep us from doing a wider search, making a coffee, talking to the wife, walking the dog, looking up trivia from The Godfather, looking up how tall Andre the Giant was, looking up the longest recorded flight of a chicken, sitting on Reddit for 2 hours and then going to bed having forgotten we wanted to buy anything in the first place!

1) Act Now to Avoid Dismemberment. I mean Disappointment

You’ve probably seen this on concert ticket sites especially. “only 2 tickets available at this price – book now to avoid disappointment.” Is this really true? Can it really be the case that every time I search for an airline ticket, only 2 seats are available on the flight that I wanted to take? It’s the travel-ticket equivalent of a Saw trap.

‘All your life you’ve enjoyed a leisure of choice when buying things online, but now you have 30 seconds to decide, or lose… everything!’
It’s incredibly persuasive and a panacea for retailers who are faced with an audience of fence-sitters and flip-floppers.

2) Safety in numbers

‘17 others are looking at this item now’.

’29 people are watching this item’

‘143,343,123 people are scrambling for their card details so they can buy this item and you can’t!’

Talk about putting the frighteners up! Nothing invokes a reaction like a bit of competition. Regardless of whether it’s true or not, these stats make you feel two things:

a) This product is in high demand and might run out.

b) This product is popular, so it must be good.

Suddenly certain things like price comparisons seem less urgent. I was going to go and see if I could get it cheaper elsewhere but I can’t risk losing out to other shoppers. I might never see a Self-Stirring Mug at this price again!

The painful things about these methods is that you actually have no idea if it’s true of not. It could just be automated. But does the risk outweigh the reward? Probably not.

3) What’s in a Name?

‘Wayne in Manchester also bought this item’.

Although this isn’t one of the sweat-inducing panic-purchase inducers we’ve come across so far, it could be the push needed to get you to click ‘buy’. Chances are, ‘Wayne in Manchester’ isn’t your friend or financial advisor, so why does his opinion matter? It’s possible he’s not even real! But the fact that someone bought the item is enough of an endorsement to tip even the most frugal shopper over the edge.

If you don’t believe me; think of all those times you’ve been looking at an item on Amazon and thought ‘Nobody’s interested. There must be some hidden catch I’m not seeing.’ Or you’ve been browsing Ebay and seen an item with no bids: rather than thinking ‘wow. I must have stumbled on a bargain’, you think ‘I must be missing something here!’.

Maybe this says something about mob mentality, maybe we just like to follow the herd. It works well all the same, and ‘Wayne in Manchester’ is presented as the spokesman of wise purchasers and his presence on the page alone is enough to egg you on to buy something.

 

 

4) Is that a ‘Buy’ Button on Your Page, or Are You Happy to See Me?

Basic as the big [BUY NOW] button seems, it’s the dominant feature of the page.

For those of us who have gotten to grips with Traffic Signals, Green means GO! GO, GO, GO! So it’s no mistake that the only colour on the page is green, and subsequently the whole page screams ‘BUY BUY BUY’. Psychologically, we’re hopefully still capable of exercising some decorum; we are free-thinking people after all. But with structured, thought-out tricks like this, turning away has never been harder.
Even as I write this I want to click on the screenshot image, just to do as I’m told. It really sucks you in like a blackhole (or maybe a greenhole?). You have no chance.

5) And That’s Not All!

As well as all the mind games and emotional turmoil these companies make us go through to convince us to buy things; occasionally they’ll throw you a treat to sweeten the deal. Like when I recently bought 77 Antique Globes. The Price-Tag of £60,830.00 seemed a little steep and I must confess I was in two minds about whether to click ‘Buy’. But when I realised that the company offered Free Delivery, I couldn’t help but go ahead with the purchase.

Now I’ll never be lost again. But I will spend the rest of my life cursing myself for falling for the ‘free delivery’ option. Other sales incentives (also known as ‘close incentives’ or ‘things that are so cheap we can give them away for free without affecting our profits’) include ‘10% off your next order when you buy now’ and ‘Free warranty up to 30 days!’.

So now we’ve identified the ways in which online retailers fishhook us into a sale, we can go back to shopping online with a renewed sense of freedom. There’s no way any of us will ever fall for those tricks again.

BP

Joe Joe

December 5th, 2012.

Content Marketing Advice for Buckingham Palace that You Can Use Too!

Aside from staggering wealth and undeserved attention, one of the things that I’ve always associated with The Royal Family is their strategic but reserved PR coverage.

I remember when the Queen Mother passed on. The news was broken by a headed-letter placed at the gates of the palace. 10-Years-On, the world has changed. In the age of Social Media and online press, would they still have delivered the statement in this way? I doubt it.

It would be a waste of paper.

Buckingham Palace is moving into the modern age, and I think that’s a step in the right direction.
Following the announcement at The D and D of C’s website  that there is to be a Royal Baby, the whole world has gone Royal Baby crazy. For an idea of what the baby will look like, The Poke gives a pretty scientific model. For an idea about names,  namethatroyalbaby.com is the place to go. As The Royal Baby still hasn’t developed a skeleton and is smaller than an apple, all we can be sure of is it will be a PR dream-come-true. So I thought I’d write a guide for Content Marketing that The Palace can use to promote the infant once it’s born.

…Other readers might also find it useful for their company’s Content Marketing Strategy.

There can be little doubt that content marketing should be a central focus of your digital marketing plan. It’s alleged that 19% of Internet Users now get their news from Social Media. I can attest to this: having spent most of yesterday avoiding social media platforms in case I saw spoilers for the Boardwalk Empire Season Finale, I only found out about the Royal Baby this morning when I was on Twitter researching coverage of the Pandas at Edinburgh Zoo. But with 400 million Tweets being sent per day, and 1 Billion Facebookers scrolling through content all day long; how can you make the Royal Baby (or your product) get the attention you think it deserves.

SECTION 1: Competiting for Attention

As with any content production, you need to know your audience.

When it comes to Content Marketing, often it will pay dividends to build-your-own audience. Obviously the current market-share for people interested in the Royal Baby is lower than it could be. Create content that evokes people’s curiosity and encourages them to come back for more. A weekly feature called ‘Ask Royal Baby’ where Royal Baby answers Tweets on a YouTube Channel, or takes part in a Google+ Hangout would be ideal. Tweets featuring #AskRoyalBaby will stand out in the stream, and the Sharability of videos means you’ll see huge coverage, and a huge amount of attention.

(If your product isn’t The Royal Baby: You might benefit from an ‘Ask an Expert’ style weekly blog that runs along the same lines.)

Technological Sophistication

As well as being current with what you output, you need to be current in how you output. It’s no secret that the ease and simplicity of mobile internet has made the trials of turning on a computer a thing of the past. React to new releases in the digital consumer world before your competitors and you’re bound to see the benefits before them. You might consider releasing an App with minute-by-minute news and updates straight from Royal Baby central. As new technology reveals itself, don’t be afraid to take chances on new ideas. You never know – Royal Baby could be the first star of Holographic Video Blogs!

(If your product isn’t The Royal Baby: Make sure you’re aware of growing interest in different areas of media consumption. A fairly basic App could be a really innovative way to interact with your customers, or distribute your Blog and Newsletter).

Section 2: Original Content

You are probably asking yourself ‘How Do I Remain Current AND Still Stay Original?’

Simply put, I would say the most efficient and effective way to combine these two things is to put new slants on established concepts. Make things that people will find entertaining or useful and, importantly, things people will want to share. These are all concepts you’ll be very familiar with, but for clarity and usefulness, here are all of them:

How-To – Accessible Application of Expertise

This could be anything from your typical ‘How to’ Video Tutorials (‘How to change Royal Baby’s Nappy’; ‘How to Dress Like Royal Baby’ etc.), to Un-Paid (or even Paid) Teleclasses such as ‘How to Prepare Royal Baby’s Dinner in 10 Easy Lessons’ or ‘Why Is Royal Baby Crying?: A Five Week Course’. People will visit your company’s page to turn their interest into expertise. The more variety of ‘How-Tos’ you offer, the more visitors you’ll attract.

 

(If your product isn’t The Royal Baby: Share the knowledge in your field of expertise. ‘How to Revamp Your Webpage’ or ‘5 Ways to Make Your Own Furniture’ would work equally well. And like I say, you can name your price if you don’t feel like giving your secrets away for free.)

Also: don’t underestimate the power of E-mails. You can offer E-mail guides which could be more cost effective and a lot simpler if your professional interest is more technical.

Blog Series

You already have regular news updates on your website, so why not offer a weekly or fortnightly specialist post. Much like SEOMoz’s Whiteboard Friday where SEO concepts are described by a professional using a White Board to illustrate their points; you could offer a an insight into Royal Baby’s lifestyle from the people who know him or her best. ‘Royal Family Friday’ would be an excellent platform to get visitors to your website. Short interviews with members of The Royal Family talking about Royal Baby are sure to bring in hits. Think how many people tune in for The Queen’s Speech on Christmas Day. Imagine how much traffic she could bring in each week just talking about Royal Baby’s antics. It’s an untapped gold mine.

Angry Birds isn’t as easy as it looks – Source

 

(If your product isn’t The Royal Baby: Think what regular features would interest your audience. If you run a management blog, it could be worthwhile interviewing managers from different industries each week on ‘My Manager Monday’. If you run a Travel Agency, you could have reviews of different holidays from people who have just returned home in a weekly ‘Airport Arrivals’. The scope is huge, but as long as people will be interested and willing to share it, there’s no reason you can’t give it a try!

Top 10s

This is an incredibly straightforward and well-used format. It’s basically an entertaining list of things related to your company. It doesn’t even need to be 10! You might go for ‘The Top 10 Mushed Food Royal Baby Loves’ or ‘5 Toys Royal Baby Can’t Sleep Without’.

(If your product isn’t The Royal Baby: Come on… This is an easy one. Just make sure you’re relevant and interesting!)

Twitter Campaigns – Make Your Content Live in the Stream

The top thing to remember when using Twitter for a marketing campaign is that it should be 95% relationship building and only 5% selling. Twitter is predominantly a social platform. People want to see the latest thoughts from their friends and celebrity interests in their stream, so flagrant advertising sticks out like a sore thumb…

A sore thumb that’s been cut off and glued on…

A sore thumb that’s been cut off and glued onto a mouse’s back….

Ok, maybe that’s too much. The point is: it’s obvious and unwelcome. If you only tell your followers about Royal Baby merchandise all day, you’ll be doomed to fail as people don’t just want to be sold things. If you actively engage with your followers by replying to their tweets and sharing pictures and videos, you’ll probably find them much more susceptible to being sold Royal Baby calendars and car accessories.

(If your product isn’t The Royal Baby: Don’t underestimate the power of Twitter. At the minimum, you could use the platform to promote news from your company and share content. If you are a reasonably well-established company with thousands of followers, you could start a Twitter Event. Stage a giveaway for the 1,000th retweet, or start a Hashtag idea like #ReplaceSongNamesWithCarParts or #CarPartFootballerNames. If it’s funny and accessible, people will be weighing in with their own ideas in no time, (but if it spreads too far you probably won’t get the recognition for creating it).

Compare whatever you’re writing about with a current news story

[See ‘Content Marketing Advice for Buckingham Palace that You Can Use Too!’ by Joe Shervell, or ‘What The Leveson Enquiry Can Teach Us about Tobacco Farming’ by nobody.]

Reproduce Advice You Gave a Client

If somebody phoned you this afternoon asking for your advice, they probably aren’t the only person who needs it. Turn a customer’s question into a ‘How-To’ (see above) or even a Video Q&A with the customer where all questions are asked and answered. This could be anything from ‘How Can I Join the Royal Baby Fanclub?’ to ‘Which University Will Royal Baby Attend? I Want My child to Marry Royalty’.

(If your product isn’t The Royal Baby: Judge the important problems your customers are brining to you and work on ways they can solve them by referring to your blog or online guides. Again, the more diverse the content, the wider the variety of visitors you’ll attract.

Never Underestimate the Power of Hard Copy

In the modern world, emails; messages; texts and tweets fly around our heads and across our field of vision faster than we could possibly process. It might be a refreshing and paradoxically novel idea to approach your audience with something fresh: hard copy letter or CDs or DVDs. You could send out hand-written letters to everyone citizen of Britain and the Countries of the former British Empire, signed with a poster-paint handprint by Royal Baby. This would be a massively personal way to reach every member of the target audience.

(If your product is not The Royal Baby: You could send out sales enquiries in hand-written letters, or send your Newsletter printed on card. This will instantly set you aside from everyone else in your industry and keep you at the forefront of the clients’ minds. Floppy Disks may stand out even more, but unless your client has been making a concerted effort to halt progress, they will only be useful as Coasters).

Section 3: Other Key Factors

Aside from the content itself, there are several theories worth bearing in mind.

Good Content = More Followers

Broadly speaking, the better the content, the more people will want to see more of it. These will be the subscribers; the followers; the digital friends; but crucially, the online customer base that is so essential for this type of marketing. The more people who are interested in Royal Baby, the easier it will be to tell them about Royal Baby.

Content Knows No Bounds

 

For the connected generation, everything is accessible on mobile. Whether it’s an article, picture or video; you can access it on your desktop, tablet, phone, TV or PS3, all at the same time! This means it’s never been easier to get the latest content from Royal Baby straight to the people you want to see it the most.

The More Natural, The Better the Results

The more your content fits into the platform you’re using, the better the engagement from the audience. ‘Sponsored Tweets’ look just like Regular Tweets (Except for the fact that they say ‘Sponsored Tweet’). To Johnny User, this is much more acceptable than the stapled-on banner ads we learned to ignore in 1997. It also puts the content directly in the stream, meaning even the most highly-trained content avoider has to give it a cursory glance. If you fill Royal Baby’s fans Timeline’s with pictures and Hilarious Demotivational Posters, you’ll find a much higher engagement than straight-up bit.ly links to RoyalBabyShop.Com.

Don’t Be Afraid to Use Other People’s Success

Unfortunately, Royal Baby isn’t due to make an appearance until Spring 2013. This means he or she will be late for even the ‘Dead Horse Flogging’ phase of Gangnam Style. But you could recreate a timeless classic in the Sneezing Baby Panda video, with the Duchess of Cambridge nearly having a heart attack as Royal Baby sprays mucus everywhere. Or feature Royal Baby in a series of parody Old Spice adverts doing dangerous but awe-inspiring things like cliff-diving or riding a motorbike around the Large Hadron Collider.

Never overlook the importance of a Strategic Partnership with other brands. I’m sure Google will do some kind of logo to celebrate the baby being born. In fact, I’d put money on it. Other internet sensations Royal Baby could be involved with are:

- Twitter Feud with Nicki Minaj
- A Vice Documentary About Royal Baby
- Will It Blend?

Ok, I’m joking about the last one.

But there’s nothing wrong with partnerships. You’re judged by the company you keep, but if you can achieve extra exposure for your product then there’s no reason not to try it out.

Whether you’re promoting The Royal Baby, or a Digital Marketing Agency; original marketing that gets people talking and sharing is the way forward. Generate interest and you’ve made a step towards generating sales.

content

Evgenia Evgenia

December 3rd, 2012.

Belated Update on Content Marketing Show

On the 20th of October a free conference dedicated to the newest trends in the world of SEO and PR took place in London.

It was my first conference since I have only been working in SEO for a short while and therefore did not have any expectations. However I was pleasantly surprised at the professionalism and good presentations skills of the speakers.

 

Tom Ewing from “BrainJuicer” said that a Brand can play different roles in relation to a customer similar to Carl Jung’s archetypes. Those roles can be that of a

  • Friend,
  • Entertainer
  • Ring Master

So what makes people share your information?

Tom’s formula = give them a big surprise + a little happiness. If you surprise them with repulsive things they are a lot less likely to share.

He also revealed we are not thinking machines that feel but we are feeling machines that think sometimes   (when we absolutely have to). The internet metaphor or the way information was measured in the past has changed from being a “page” to a “stream”. This stream (or the flow of information) is chaotic however it can be studied by a brand in order to determine  how the customer is affected by the information flow in the modern world.

It all made a lot of sense as everything he said was based on the experience of their company. It was engaging and informative – theory confirmed by practice.

 

Desire Athow, ITProPortal

Gave some tips on how to pitch to a journalist like provide exclusive content, pitch by email (do not call !)

This presentation was a bit subjective and biased as the day before during the content marketing workshop the presenter (who is also a journalist) advised us to pitch to a journalist via the phone call as opposed to just pitching by email.

If anyone has got some experience with pitching to journalists you are welcome to leave a comment below!

 

Stephen Pavlovich, Wish.co.uk Experiences

Said that good PR does not have to be expensive. Just make sure that your content is Topical/Sexual/Controversial/involving a Celebrity or all of those things at the same time if possible! By mentioning Woody Allen’s quote he reminded that “80% of success is showing off”.

Again everything in this presentation Stephen had proved by his own brand’s example. By creating controversy and getting some celebrity support on twitter he was able to get free publicity, draw a lot of attention to his brand, and increase the sales.

 

Andy Keetch, Brandwatch

Emphasized the importance of social media monitoring. Monitor social media mentions by time of day, week day, time of year to help you to create your content calendar.

It makes sense to get your message across when your audience is ready to receive it. When you are a big brand monitoring your social media manually can be rather difficult and here Brandwatch tool comes handy, or you can try Datadial’s Netscout  http://www.datadial.net/reputation-manager/

 

Jochen Mebus from Text Broker was explaining how to give briefings to writers to get the content to serve your specific needs. What style of writing? Who is it for? Mention things that you do want or mention things that you do NOT want. Your briefing should be concise and friendly (authors are also human).

 

Simon Penson, Zazzle media

Advised to “steal” content types from a printed press to create a balanced flow of various content types.

Magazines have verified through experience what types of content are the most sought after by the readers. That is why it is appropriate to consult relevant publications to understand what topics need to be covered when creating content in your specific industry sector.

 

Matt Roberts, Linkdex

Said that taking part in today’s conversations is as important as starting your own. “Resonate and influence” were the key points of his presentation.

Matt’s point is logical because one has to be on the same wave length with their customers to understand how they think and feel before one can actually try to influence their minds. Even in physics you can not reach your audience by broadcasting on a radio wave different to the one they are tuned in to.

 

Chelsea Blacker, Evergreen marketing

Invited us to “spruce up” boring content. Make videos out of PDFs and HTMLs, create events calendars. Connect with enthusiasts in niche markets and use them as influencers for your brand.

Chelsea insisted that you can still be creative working in a seemingly boring industry. Even a common accountant can give interesting insights about his work when asked the right questions!

 

Ian Humphreys from Caliber suggested that customers should be invited to share their stories as people prefer speaking their minds to listening to your Brand’s story.

People do indeed prefer to speak rather than to listen and they like good listeners. So this trait of human nature should be leveraged by brands if they want to be successful.

 

Overall it was refreshing to be surrounded by forward-thinking marketing professionals who strive for the best results. A lot of facts mentioned in the presentations were common truths but it was useful to be reminded of those truths and see the real examples of the ideas that worked.

 

Voyeur

Joe Joe

November 29th, 2012.

Rise of the Digital Voyeurs: What is Your Role in Social Media?

 

Every day we sign into Facebook, Twitter , Google+ and a plethora of other Social Media platforms. The content shared on these sites is limitless, and with new content being created and shared every day, the power of Social Media has never been stronger.

We are constantly told about the benefits of Social Media as an Online Marketing Strategy, but one question that I’ve been pondering is: What do the 700 million people who use these sites actually use them for?

I propose a three-pronged method of identifying social media users.

1) Those who seek to create new content for their online audience for a multitude of reasons and in a multitude of ways. (Creators)
2) Those who enjoy nothing more than engaging with online content and sharing it among their family, friends and professional peers. (Amplifiers)
3) Those of us who sign in just to see what our friends and family have been up to. (Voyeurs)

The spread of users across these three categories is far from even. As the following diagram comprehensively explains, the people responsible for creating new content are in a tiny minority, while most people are quite content to just observe what other people are creating.

 

So what type of user am I?

There is no easy answer to this question. I imagine most people fall under ‘a bit of each’; but here, I will give each User-Type a profile and you can see which you most identify with.

Creators

These are the people at the top of the content waterfall. People who focus on creating web content. Here are the different types:

Type 1: Raising Awareness/Expanding a Fan Base/Increasing Exposure

The creators with the most exposure are big brands with big followings. A company like Coca-Cola push new content all day every day. They want to keep people interested in their product and spread the good word. If people are sharing new pictures, competitions and media around Social Networks, it’s free promotion for the company and everyone’s a winner.

There’s obviously a sliding scale with the multi-nationals at one end and independent companies, artists, musicians and people trying to build a fan-base at the other end.

(If you’re on the digital marketing team of a big brand; an unsigned musician; or a celebrity, this is you).

Type 2: Staying Current/Inspiring Ideas/Informing

Other creators might be Bloggers or companies who offer online services. They spark discussion about topics and, as their content is shared in email or social networks, they build more of a following. New content is important for these people. Staying fresh and current in the SEO-driven world requires a focus on innovative ideas and compelling writing.

(If you’re a Blogger, SEO or Redditor, this is you)

Type 3: Have-a-Go Heroes

The final type of creator is anyone else who posts on any Social Media Platform. The people who Tweet about their breakfast; or Instagram pictures of the weather; or update Facebook after a successful bowel movement. The people who just want to share their lives with their contacts. Features such as ‘Checking-in’ and ‘Tagging’ on Facebook enable these users the opportunity to be as detailed as they could possibly be when creating new content. The more they tag, the bigger their audience becomes. Mobile technology means that essentially anyone with thumbs can be this type of creator.

(If you have an internet connection, this is probably you)

 Amplifiers

The Amplifiers of Social Media can be broken into similar sections, as such:

Type 1: Shameless Self-Promoters

This is the type of Amplifier who tries to get their own content as much attention as they can. For example, a Blog-Post writer at an internet marketing company might Tweet a link to his post for his followers to see. His Twitter account is linked to his Facebook page, so it will also post the link to Facebook. He might then post a link to the page on Reddit; Submit the page to Stumbleupon; +1 the page on Google+; Pin the page on Pinterest; e-mail the page to all of his friends; write a letter containing the URL to his Great Aunt; Spray paint the link under a railway bridge or just go door-to-door asking people to visit his page. If he’s lucky, his followers, friends and associates will give the post the same treatment; retweeting it and sharing it around their own online networks and this will get the post the recognition it deserves.

(If you are trying to increase exposure to your own content, this is you)

Type 2: Subject Gurus
These are the types of Amplifiers who are considered (by themselves at least) to be experts in their field of interest. They will follow anyone who shows an interest in their subject and retweet, comment and increase awareness of the content they view to be of a high standard. This could be @DogFoodCentral Retweeting your comment about the new biscuits you bought your Labrador, or it might be @MattCutts raising awareness of your worthwhile post about Google’s Interpretation of HTML Tags. In any case, these are people who have an online following interested in a particular subject. They acknowledge that responsibility by sharing the best content in that field.

(If you are an online expert on anything, this is you)

Type 3: Fankids

These are the people who share content from their favourite bands, celebrities or artists. There are pages and sites dedicated to sharing the content put out by pop-cultural icons from all walks of life. Many artists have modern-day Fan Clubs in the form of Fan Pages and Groups on Facebook. There are also a growing number of Twitter accounts dedicated to Retweeting people talking about the artist. For example the frankly confusing account dedicated to 2010’s 4th Place X-Factor Contestant, Cher Lloyd:

For an example of the hype that can be created by Fankids, look at a fairly innocuous Tweet from  a young boy named Justin Bieber:

That was Retweeted by more people than could fill Wembley Stadium.

Take a moment to process that…

Now, I’ve got nothing against Justin Bieber. I’m sure he’s completely deserving of the attention he receives for quoting other people’s lyrics. But I’m sure if an 18 year old boy doing an Apprenticeship at a local City College had Tweeted the same sentiment, it might not have generated quite the same buzz…

Fankids share their love of artists to an alarming level of dedication, making them a huge part of the Amplification process.

(If you are obsessed with someone online, this is you)

Type 4: Keyboard Keensters

This applies to anyone else who interacts with online content. Casual Social Networkers who either want to get involved with the technology or just keep up with their friends. They will retweet @sportsquotesoffical or whatever sage advice is being handed out by @charliesheen that day. They will comment on each other’s photos with material that 5 years ago would have been confined to a text message or phone-call. They will like their friend’s status updates, share photos from their favourite singer’s pages; but still be fairly restricted to slightly extended group of people that they probably see on a day-to-day basis anyway.

(If you spend much of your time on Social Networking sites, but don’t like posting, this is you)

Voyeurs

This is less easy to break into different segments since we are all guilty of it in some way. By Voyeurism I mean the idea of looking and not touching. Seeing but not interacting. The idea of voyeurism conjures up a lot of negative connotations, but I think it is exceedingly appropriate here– especially in an age where privacy is flouted just as much as it is protected. There’s something kind of perverse about how most of us use Social Media. Every day we log on and trawl through updates of people we probably wouldn’t even think about were it not for this fairly unnecessary level of connectivity.

I’m in the age bracket where people start to have children. I’m sure having a child is the most precious thing in the world, and I’m sure when I have children I’ll want to share it with everyone I know. But at the same time, I find it almost unsettling that I’m being exposed to an enormous number of such life events by people I barely know and may never physically meet again. We invite people who are essentially strangers to share in our successes and failures, knowing that they probably don’t care. We watch people’s lives go by in our Newsfeeds and learn more about them than we care to know; but in many cases we wouldn’t even say hello if we passed them in the street.

And we still log on every day to do the same.

Looking but not clicking.

…Welcome to digital voyeurism.

So Why Should I Care About This?

It’s important to recognise who will be using your content and what they will be using it for. If you want to get a killer video out there; or you want more people to spread your latest blog post you need to think of ways to turn Voyeurs into Amplifiers, and Amplifiers into Super-Amplifiers. You might offer a prize for the 1000th Retweet or comment. You might reward commenters by commenting back with feedback. People like to know their opinions are being heard, and the more links you build on that personal level, the more people will connect with your company and the more they’ll come back. Get visitors active, and then reward their activity.
As a planet, we’ve never been so connected. The next stage for online commerce is activating the potential to interact with all of their potential customers. Things like Google Authorship are a step away from online anonymity and a stronger sense of community.

Put the effort into engaging the visitors to your site and you’ll see the benefits in no time.

googled

Joe Joe

November 27th, 2012.

Google Authorship: Your Agent, Promoter, and New Best Friend!


 

 

‘Google Authorship’. You’ve probably heard it being bandied around and if you haven’t taken the time to look into it, now’s your chance. Google Authorship will arguably prove to be the most significant tool for building rankings that Google has ever introduced; and if you’re smart about it, you can start benefiting immediately. This post will explain what it is, its implications and how to use it, so it’s a great place to start. Before we begin, it’s important to say that Authorship and AuthorRank are separate, but inescapably linked. Just like nobody ever talked about Tom without mentioning Jerry, it’s hard to talk about Authorship without thinking about AuthorRank.

 

What is Google Authorship?

Nutshell time!

Google Authorship is Google’s strategy of linking web authors to their online content. So anything you write online can be linked to your online profile (no prizes for guessing it’s your Google+ profile). Google haven’t officially said that this will lead to a writing-quality based ranking system; but they’ve implied it pretty heavily. In 2007, Google patented something called ‘Agent Rank’. You can take a look at the patent here , but if you’re not versed in patent law, Bill Slawski gives a pretty good run down over in February 2007.

Obviously we’re now spoiled by blogs explaining where they were going with this patent, but with the advent of Google+ and Authorship the theories are starting to become an impending reality.

Be Careful

It’s important to remember that Google Authorship and AuthorRank are separate entities.
You can read all about Authorship at the horse’s mouth; but broadly, it’s the link between authors and their content. AuthorRank is the rating system associated with this link. Authorship is in operation now. AuthorRank isn’t.

In a lot of press stuff the G-team has been saying the main focus of Authorship is to link authors to their content. Google Software Engineer, Othar Hansson appears to be obsessed with the fact that it puts your picture next to your post on SERPs and the psychological benefits of this in terms of connectivity. In his words, it’s Google’s way of ‘making the internet more human’. It’s a lovely sentiment, but cynical-old-me still thinks this is all part of the much bigger AuthorRank picture. And that’s not a bad thing. AuthorRank will be a great way of promoting online content based on the merit of its production and weeding out spammers. It punishes anonymity, but celebrates connectivity, and that’s surely a step in the right direction.
AuthorRank isn’t officially in use yet, but the buzz around it has become almost deafening and smart money is on it being run as an operational algorithm very soon.
But, back to Authorship…

Why should Authorship bother me?

Why shouldn’t it? This is the first chance we’ve been given to associate all of our online work in one centralised beacon. If, like me, you originally avoided the Google+ hype, change your mind now, or you might just get left behind.

There’s never been a better reason to join up. It will ensure you get the praise you deserve for the stuff you’ve written in your field of expertise by linking to similar articles you’ve written. In fact, that plan is already in action. Matt McGee has found that as soon as you’re finished reading an article by an author signed up to Authorship, you press ‘back’ on your browser and Hey, Presto! You’re presented with more articles on the same subject from the same author. This is the perfect type of promotion and will benefit your traffic in no time.

Pros and Cons of Authorship (and, inevitably, AuthorRank)

Let’s take a look at the effects Authorship could have on your business:

Pros
- Association with good writers and good content is bound to have a positive influence on your site’s PageRank. AuthorRank will undoubtedly go hand-in-hand with PageRank!
- People will be able to interactively see the merits of your site by clicking the author links on each post.
- Verified quality writers will encourage more people to link to your site. It’ll work wonders for Domain Authority.
- What if that writer who’s earned you all those Click-Throughs leaves? Well, they’ll always be tied to the domain that published their content. So even if they stop writing for you, as long as you both stay on top of your game, you’ll both benefit.
- You’ll get more Clicks because people will trust that smiling Rich Snippet of yours more than they trust a farmed-in link.
- People will be more willing to contact you with their thoughts. That means you’ll be able to engage more with your audience.
- Spammers will be much more easily identified. No Authorship will mean no verified author. Quality content will be rewarded.

Cons
- If you rely on one writer for a high ranking/readership and they leave, you’ll have to work extra hard to keep on top and stay fresh. But there’s nothing new there!
- Authorship can’t be attributed to your company, only to your writers.
- Authorship can’t be attributed to a team, only to ONE writer.
- It acknowledges the achievements of individual writers rather than a whole business.
(But the kudos is shared by association, so everyone’s a winner.)

One point which is a mix of a Pro and a Con: a lot of people have been reporting that their Rich Snippets have taken weeks or even months to show up. Generally, Google seems to giving it on a priority basis to people they think have earned it. That is, people who are getting a lot of traffic for a lot of posts. It seems a little harsh to begin with, but at least this way you know Authorship has truly been earned.

At face value, the pros seem to outweigh the cons; and the cons concerning companies benefiting from the writing of their employees seem to be part of an on-going morality battle. Is it OK for an employer to take credit for their employees work? That’s a question for another time on another blog. But in any case it would seem that Authorship unequivocally promotes and celebrates individualism and, to bang the Marxist drum, denies the power of anonymous corporatism.

How Can I Get On Board?

2 Things you’ll need for Authorship before you start out:

- Online Content (you already have that though, right?)
- A Google+ Profile!

I don’t have Google+!

Let’s start from the start. I’ll show you how to set up a Google+ profile from Scratch; using the perfect blank slate: me!

Step 1: We’ll pretend like none of us has a Google account and start from the front door. Head over to Google+

Step 2: Fill in the Details form

Step 3: After a verification process, you’ll be presented with this box:

Step 4: Get your photo up! This will be the photo used in your Author Rich Snippet.

Step 5… and Get Involved!

There are plenty of posts around the web that can give you a complete overview of what Google+ has to offer, but since this post is about Google Authorship I’ll leave you with one piece of advice:

Use Google+ as much as possible. The more you engage with your profile and the circles you build, the more you’ll gain from the service and the more strength you’ll have around the web.

So how do I link between my profile and my posts?

Well, there’s a lot of ways this can be done. The process can be quite confusing, but Rick DeJarnette gives a decent overview.

NB. It’s still a little jargony in places.
I’ll break it down as best I can in a second, but if the HTML stuff gets too much, feel free to watch this video of Matt Cutts and Bond-Villain-in-Waiting, Othar Hansson looking uncomfortable and explaining the HTML coding in very accessible terms.

For Sites with One Author:

If you have an email address on the same domain as your published work:

Step 1: Head over to the Authorship sign-up page and fill in the form.

Step 2: Click ‘Verify’ in the Verification Email.

Step 3: In the ‘Edit Profile’ section of your Google+ profile, you’ll now find you’re a ‘Contributor to’ the domain of the email.

Step 4: Start writing as much as possible at that domain. The more Google sees people are looking at your content, the more important Google thinks you are and the sooner you get your picture on the Search Page.

If you don’t have an email address on the same domain as your published work:

This may also be useful for posts in blogs where you’re a guest poster.

The best way in this case is to include a hyperlink with an HTML “rel=author” tag at the bottom of each page you write.

Basically, rel=”Author” is a way of telling Google that the author of this page is at the other end of this link.

The complete HTML link will look something like this:

<a href=”https://plus.google.com/101369752982717498462#101369752982717498462?rel=author”>Joe Shervell</a>

And behave something like this:

Joe Shervell

Now go back to ‘Edit Profile’ on your Google+ page and edit the ‘Contributor to’ section to include the site you posted to. It may be more beneficial to give the exact URL of the page, like this:

But reportedly listing the domain’s homepage will still work fine.

My site has multiple authors.

That’s ok, so does ours!

Step 1: Make sure you have a Bio Page set up for each writer. Something like this.

Step 2: Set up a Hyperlink from the Content Page to the Bio Page, but make sure you include our old friend, the rel=”author” tag.

Step 3: Set up a Hyperlink from the Bio Page to your Google+ profile, but this time include a rel=”me” tag. Simply put, Google will read this as you saying ‘this is me’.

Step 4: Head back to “Edit Profile” on your Google+ profile and enter the URL of the bio page in the “Contributor to” section.
That’s about the size of it!

But I use WordPress. What about me?

If you’re WordPress savvy then it’s really straight forward:

Step 1: Grab yourself a copy of a plugin like this one.

Step 2: Install it (It’s all explained in better detail right here)

Step 3: Fill in the information on your WordPress User Area.

Step 4: Keep posting and sharing and Google will notice you and give you your well-earned Rich Snippet.

So I’ve Set Up Authorship. Now What?

By setting up Authorship you’ve put yourself on Google’s radar as a writer, and that’s a huge step in the right direction. When AuthorRank does arrive, (and it’s not a matter of if, but when?) the more prestige you’ve earned as a writer, the better.

Use your Google+ profile to interact with your community of readers. Write about what you know, and write about it well. Google will see you as someone worthwhile in the field and give you a better rating in the rankings battle. This ‘writing about what you know’ is an important point. If you’re Noam Chomsky, then Google will recognise all the stuff you’ve written on Language Acquisition and if you decide to blog about it, you’ll be rewarded with high rankings based on your previous work. If you’re Noam Chomsky and you decide to write a blog post about Animal Husbandry in the Serengeti; you might not get the same level of respect.

That seems like an important point; one that I’m loathe to gloss over. Google Authorship can reward expertise. If you build a following and recognition as a writer in a certain field, then it will be reasonably safe for Google to assume that anything you write on that subject will be of a similar calibre. That’s not to discourage you from branching out into other fields; but if you do, make sure you have a community willing to accept that change or you might be punished by negative response.

To sum up neatly; Authorship is essential to let Google know you are a legitimate and quality writer who isn’t out to scam or spam. In the future, AuthorRank will come into the equation, and when it does, make sure you’re ready by building a big following and professional group now on Google+.

And even if we’re all wrong about AuthorRank… what’s the harm in having Google’s Seal-of-Approval on your work?

gootube

Joe Joe

November 21st, 2012.

Is Video a useful SEO tool?

Is Video a useful SEO tool?

Nearly 4 years ago, Nate Elliot made the groundbreaking claim that properly and strategically indexed video pages are 50 times more likely to appear on the first page of search results than their text-based cousins. Why? There were simply fewer videos than web pages. Brands and video-makers who took the time to index their videos were living the page rank dream.

But that was 4 years ago. Michael Jackson was still with us and some 113,529,600 hours of video had yet to be uploaded. So is video still the unsung secret hero of an SEO’s arsenal?

Honestly, there is no simple answer. Video can help you, but how you choose to use it depends on how it will help. Most of the time your video decisions will require you to choose between supporting your brand and increasing traffic to your site.

Treated with spruce and correct SEO techniques, there’s no reason a decent YouTube or Vimeo video can’t draw traffic. But the traffic won’t be going to your site, it will be going to the video hosting site. This can be an excellent way to increase awareness of your brand, but remember: Search Engines don’t watch videos! The written-side-of-things is your ally. Treat the text the same way you would treat any SEO post. Keep the title and description keyword-heavy and utilise tags for maximum keyword coverage.

Also, don’t neglect the power of transcriptions. There are plenty of transcription services on the web. There are automatic ones such as YouTube’s frankly awful Auto Caption service, but also high quality human versions. There are plenty of ways to get written versions of your video which can be placed in the video description and, if they’re keyword-heavy, you’ll see an improved search rank in no time.

Hosting or Embedding: The Big Debate

So should you host the videos on YouTube or your own server? As we’ve already established, and as with anything else in the big bad world of SEO, it’s a tug of war. YouTube is certainly more straightforward and more searchable, but even embedded on your site, the YouTube page will be raking in the traffic and any links to your video will be links to YouTube. Self-Hosting on your own servers or a cloud service like AmazonS3 can give you greater customisability and video protection, but perhaps less exposure to a passive audience. I would say if your site has better domain authority than YouTube (it doesn’t); or if you’re confident in your video’s ability to go viral, then by all means host on your site. If not, build your reputation first with your own YouTube channel.

It’s also worth mentioning that if you do decided to host your own video content and if you do expect it to go viral that you make sure that your  hosting provider can handle the traffic and that you can handle any extra potential charges.

The notion that you’ll lose out on exposure by hosting on YouTube is a myth. Ultimately, as long as you provide Google with a well-made Video XML Sitemap, it shouldn’t matter too much. Google can spider the video and you won’t miss out on any due traffic. Not all video hosting sites provide this service (YouTube does), but take a look here for a fairly comprehensive guide on How-To. Also make sure you provide a link to your site in the YouTube description! It won’t count for much in terms of backlinking, but it will encourage viewers to visit your site.

How do I make my video popular?

Now all you have to do is make your video go viral. ‘What makes a video go viral?’ you ask? Other than promotion through your social media, I would say originality and unexpectedness are key. Whether it’s babies rollerskating to promote Evian, or pandas increasing their chance of extinction by scaring each other with sneezes; originality and cuteness reign supreme.

Heroes and Zeroes of Viral Campaigns

Everyone on earth, Mars and The Moon tuned in to the Kony 2012 video on its release. Its success was down to its emotive nature and high production values. Its failure was in its shady backing and a one-man nude march by its creator.

Reebok released a pair of videos to support their ‘I am what I am’ campaign featuring notorious rapper 50 cent. One was a 30 second montage of news stories discussing Fiddy being shot 9 times interspersed with the man himself sitting in a flooded warehouse, ominously counting to 9.

The video was pulled by Reebok amid concerns from anti-gun groups.

A sister video was released featuring the same man spending time with his son and discussing his emotional rags to riches story.

It’s a genuinely moving video, but compared to its violence-focussed equivalent has garnered little attention on YouTube. The moral of the story: Be Controversial. (But not so controversial you blow the whole multi-million dollar campaign).

So what do I do now?

You need to find a video that’s right for your business. Popular types include ‘How to…’ and ‘Tricks and Tips’ videos. What little-known industry facts can you share on the web to bring traffic to your site? Make a YouTube channel for your company and start sharing your passion with the world. But make sure you follow the tips above!

Alternatively, you could take the creative approach. Looking at viral hits such as Rebecca Black’s Friday, Psy’s Gangnam Style, Singing Cats, Talking Dogs and Children acting Childish; I would propose a video of a baby performing dressage on an Alsatian to a synth-pop accompaniment would be the perfect video to support any brand.

And don’t forget….

Time visitors spend watching the videos on your site is time spent with your brand, and it’s time spent on your site! That’s never a bad thing. Now go and make videos!

moustache

Martina Martina

November 1st, 2012.

4 things Movember can teach all businesses

moustache

Image Source

What is Movember?

  • Movember (a combination of the terms Moustache and November), is an annual national incentive welcomed far and wide by mo bro‘s (Movember brothers, I think) who help to raise awareness for men’s health, specifically prostate cancer and other male cancer initiatives, by the growing of their moustaches.
  • The idea was launched circa 1999 by a group of 80 guys in a pub in Adelaide – and since then has gotten great publicity for it’s cause, with ambassadors including many well known celebrities  such as Justin Bieber, Snoop Dogg and UFC Lightweight Champ Frankie Edgar.
  • The campaign has even gone on to partner with Google Chrome to create a video:

Great! – What can businesses learn from Movember?

Aside from the success that comes with the genuine promotion of a charitable cause, there are many things all business owners and it’s employee’s can learn here, including:

1) Teamwork increases the odds of success!

It was a team of 80 guys that first started the initiative, not just one. Now, while it is entirely possible to begin something on your own and grow it from there, it is so much easier having people agree on the same thing from the start.

Aside from the team of people being on the same wavelength, being part of something gives it more power, which gets things going faster than if you have to wear all the hats yourself!

2) The best gains can be gotten through giving something away!

There’s a reason why on your lunch-break, if you’re lucky you’ll see a coca-cola van parked up, attached to a trolley full of free drinks it’s giving away – branding.

Being known to seduce potential customers with your product is an age-old tactic and is regularly used, use it!

The original mo bro’s gave away their freshly shaven upper lips and gained tonnes of cool-points in return.

Whatever your business niche, offer up some freebies! It might lose you money in the short run, but could very well gain you leads and will strengthen your brand awareness in the long run.

3) People outside of your niche, will help you – if what you are doing helps them!

With the recent banking scandals and shortfalls related to the Olympics, it might be hard to believe it, but people like to be nice! – Even more so when other people appreciate their niceness.

One example of this is Qantas -  the flag carrier of Australia, who painted a moustache on one of its airplanes in aid of the charity in 2011.The famous ‘tache can also be spotted at the Qantas terminal where it is displayed proudly on the entrance building:

Quantas-terminal,-Sydney

Image Source

The business of aviation isn’t particularly well known for charity among the masses, however Qantas getting involved in this shows that it doesn’t matter what you do, it will be recognized if there is genuine goodwill behind it!

4) Forget paid promotion in hopes of going viral, if your idea/cause is a good one, that is PR enough!

It’s true you can buy your way to a million views on YouTube and etc. but I’m guessing the satisfaction isn’t nearly as close to when something genuinely takes off!

Of course working with internet giants Google can bring any cause to the attention of the masses, mostly because Google pretty much run the inter-web. However, it wasn’t Google that shed light on Movember alone.

The charity worked its own way to the forefront for many reasons the biggest being that it relates to men, who make up a huge scale of the population!

Allowing/encouraging others to get involved in your cause, means they’ll feel closely related to it, and if it appeals to them personally they’ll be even more likely to continue or at least acknowledge it among peers.

After that, going “viral” is almost the next step, simply because people will want to be a part of something so good!


Ask Men‘s Movember movie comedy short:

MovemberTV: Movember’s Impact on Awareness

emds

Matt

October 25th, 2012.

EMDs Don’t Make the Final Cutts

If you are at all familiar with the concept of classical conditioning, then you should understand why roughly half the webmasters in the world wince every time Matt Cutts (Google’s head of search) mentioned a change to their algorithms. We’ve been burned too many times by the likes of Penguin, Panda and the fold algorithm and as such most of us treat his announcements a little bit like we treat a trip to the dentist – with a lot of trepidation.

Well if your website is called ‘www.oompadoo.com’ then you can breathe a sigh of relief – this time Cutts is overlooking you and giving you a bit more time to lick your wounds. This time Google is interested in targeting the owners of ‘www.buycheapfuronline.com’ and ‘www.bestbodybuildingarticles.com’. That’s right – ‘exact name domains’ or ‘exact match domains’ that have URLs designed to precisely mimic the phrases people are searching for. According to a tweet from Cutts this will only affect 0.6% of English queries – though sometimes as we know these low sounding statistics can leave fairly devastating shockwaves.

Why This Change?

Of course the reason for this change is that many sites that use ENDs do so in lieu of actual good content. This is an easy way for a site to get to the top of the SERPs and so in many cases the quality content simply isn’t there to back it up. At the same time this strategy lends itself to sites that don’t have very diverse content but rather simply focus on answering a single question in order to get AdSense revenue.

In fact this is something that has been on Google’s agenda for a while now, and not so long ago a foreboding announcement came that Google would be favouring websites that focussed on building a brand for themselves with a recognizable name and image rather than one-hit wonders. Of course this direction wouldn’t favour ENDs.

What Does This Mean?

It’s worth noting that Cutts’ tweet also stated that the change was targeting low quality exact match domains – but of course there is likely to be some collateral damage and some perfectly good sites are likely to see their rankings drop too. Some sites of course use ENDs simply because they were there, and some business names happen to be great keyphrases.

That said this will likely call a stop to people buying up keyword domains and selling them on and it might level the playing field for those sites do have more obscure and original URLs (that said ENDs will still have some value due to direct traffic which Google can’t control). For every person who will be angry at the changes there will be a new opportunity created for webmasters to jump in and fill a void at the top of the SERPs. Whatever else you say about Panda and Penguin they do seem to have reduced the amount of spam sites that come up and this does make for a better browsing experience…

So looks like this time ENDs haven’t made the most recent Cutts. But the real question still lingers… could bad puns be next? (Then I’m in trouble…)

The author of this article, Jeet is an avid blogger and expert SEO analyst. He is also a good writer and often writes guest post on SEO niche. He founded GetLinksPro, a link-building and SEO company. He also shares his knowledge and tips on SEO on twitter. You can also follow him on twitter @getlinkspro.

30-ways-to-promote-your-blog-posts

Martina Martina

October 23rd, 2012.

30 ways to promote your blog posts [Infographic]

Here at Datadial, we enjoy sharing the webs little gems when we stumble across them! Today is one of those days! ;-)

Take a look at the helpful infographic below, that shares some tips for you fellow bloggers on how best to get the word our about your amazing blog.

Feel free to share any useful tips you might have below:

Image Source

Google_images

Martina Martina

October 17th, 2012.

Google adwords: Image search ads

Google_images

Topic in question:
Google Adwords’ image search ads

Are these new?
Well yes and no. No technically, since they were originally launched at a Google Search event back in 2010, but to you – yes if you have never used them before, obviously.

What are they?
In short, they are ads that include images similar to the ones you see on the search network as part of a PPC campaign.

Where do you use them?
These can be used as part of your online advertising campaign in Google’s display network. Specifically, they will appear at the top of Google’s image search above the lines of images returned. Here is an example:

CLS
 

Why would you use them?
For many reasons. There is a huge untapped opportunity to be found via the images you have on your website than just through regular SEO. For instance, through the ALT-tags used in your images. These can lead people to the content on your website.

Also, often people are genuinely just looking for an image rather than actual text content – for instance when looking for new shoes, or any product they are interested in. This is a great chance to draw in prospective customers.

Hold on, don’t we already have image ads on the display network?
We sure do!

So, how are these different?
They’re completely different. Image ads are ads featured in Google’s display network. This network is different from Google’s search network. Instead, it is a large collection of websites that are in a partnership with Google that work to display graphical ads that have been built with the display ad builder.

Those ads look like this:

cooking_ad

Will these cost me more than usual search ads?
No, you can bid on relevant keywords as you usually would. So this will only cost you as much as you choose to bid.

Any tips for effectiveness?
Google advises you create a separate campaign for these kinds of ads. This way you can gauge quality scores much more accurately and hone the campaign in a way that works best.

Things to keep in mind?
Although a useful way to advertise, it is worth noting that there are no guarantees this will be a huge success in terms of conversions, and as with text ads, it is a process of constant tweaking until you find what works.

Some users have suggested that this is something that best works with tangible products (on e-commerce sites) where someone will search to get an idea of a product they will eventually wear, use or feel (i.e furniture, clothing or decoration).

If your product doesn’t fall into this band, then the outlook for image ads search might be branding; a way to advertising the visual aspects of your services. Low Cost Holidays does a good job of this. Here, I searched the term winter holidays:

winter_holidays
 

Okay where do I start?
You can explore this feature in Adwords by selecting a campaign on the left and then selecting ads from the top panel. From there, select new ad and then Specialised – Search from the drop down menu:

search_ad



Follow the instructions from there. – Good luck! ;-)

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