SEO can be a tricky topic to navigate, especially if you’re not following current news articles and developing technologies. The concepts are very simple: make your website easy to understand, find, and load, for the search engine. However, the ways of achieving that simple goal are almost limitless. With SEO the little changes you make on a website can mean significant improvement in organic search. Because of that, you have lots of options. However, not all of the options are “good.”
A fundamental step in creating a successful digital marketing strategy is understanding the competitive landscape. There’s a new buzzword on the block… competitive intelligence. While not necessarily a new concept (born in 1970s), it’s gaining popularity in the C-Suite. March 27th will bring the Competitive Intelligence and Product summit to San Francisco. So we think it’s a good time to take a look at what Competitive Intelligence actually is.
The big difference between LinkedIn Ads and other online advertising platforms is that it is not based on keyword targeting. It’s advertising by profile targeting (job title, geo, company info, career, academic info, etc.) With 9 billion content impressions in LinkedIn feeds every week, how do you make your brand stand out… especially if you can’t use keywords to target individuals interested in your service?
In the August 2018 CMO Survey by Deloitte, the biggest weakness is the ability to measure the success of digital marketing activities and working with external partners. Yet another study, this one from Bannerflow, shows that 91% of brands are bringing their digital marketing in-house. Hmmm… there seems to be a gap in what CMOs need (measurement) and what they have (lack of internal talent with analytics acumen). Let’s explore when it makes sense to outsource your digital marketing and when it’s time to bring select capability in-house.
January has always been a tough month. Recovering from the excesses of the festive holidays. Getting back into a groove at work. All those new year’s resolutions to break. Well, there’s another January tradition — in the content marketing world, at least — that involves predictions. What are the 2019 SEO trends? What’s this year’s next big digital marketing “thing?” What’s on its way up? What’s on its way out?
At Spectrum we believe it’s important to create quality content. That’s why going forward we’re going to be reducing the amount of content we share. Instead of writing for Google, to keep the SEO gods happy, we’re going to start writing content that we would want to read, aimed at our customers.
Web browsers have developed a great deal in the last few years. Now with Google Chrome dominating the market it’s strange to think that not that long ago most internet users were using Internet Explorer. One of Chrome’s great features is that you can add plugins into your Chrome interface, so, much like a smartphone, if there’s a feature missing you can probably add it yourself. Here are some of our favorite chrome extensions that we use on a day-to-day basis that help us be better digital marketers.
Do you need a content calendar? In short, yes. We think so. If you want to blog, even semi-regularly, you should have some sort of plan to ensure that your content keeps on track, you keep your sanity and that your writing fits with what the rest of the business is doing. So how do you build a content calendar?
As someone who’s worked in online marketing for a number of years, when I carry out a search I typically scroll down below the ads, and start reading the search engine results page from where the ads stop. Because of that I’ve often thought “who is clicking on the ads?” Well, judging on the amount of money Google makes from AdWords year on year, the answer is “lot’s of people.” So it was interesting to read some research from Clutch.co on why people click on ads.
Getting more out of your blog can be a difficult ask. Often blogging regularly is enough of a strain on resources that you don’t have time to take a step back and look at how your blog is doing, and if it is really engaging your readers. Well, here are some simple tips on how to get more from your blog without discussing the content itself.