Archiv für den Monat: Oktober 2018

Lotería de la Vida

Mehr Bilder…

Ein Liebesgruß an Mexiko!

Das ganze Leben ist ein Spiel… trällerte einst schon Larissa Mondrus ins Mikro. Der Münchener Grafikdesigner und Illustrator Alexander Hauptkorn hat unter diesem Aspekt seine Leidenschaft für ein ganzes Land zusammengefasst. Sein Projekt Lotería de la Vida (Lotterie des Lebens) ist eine erfrischende Interpretation des alten, volkstümlichen Spiels Lotería aus Mexiko. Dessen Prinzip ist dem Bingo sehr ähnlich, nur dass es sich statt an Zahlen an Illustrationen bedient. Nach Jahren der Schreckensmeldungen und Drogenkriege aus der Aztekenheimat soll es vor allem die schönen und farbenfrohen Seiten des Landes zurück in die Köpfe der Leute bringen.

Mit 54. Illustrationen rund um die umfassende Geschichte und Mythologie Mexikos würdigt Lotería de la Vida nicht nur die reiche Kultur des Landes, sondern stellt zugleich eine Hommage an mexikanische Pop-Ikonen und legendäre Kreaturen der Folklore dar.

Vom 15. – 19. Oktober, 2018 kurierte die Ausstellung in der Wave Gallery München.

Alexander Hauptkorn


6 Scary Good Tips to Take Your Content Marketing ‘Beyond the Grave’

Save Your Content Marketing Campaign from the Digital Graveyard

Save Your Content Marketing Campaign from the Digital GraveyardAfter conjuring all the budget, talent, and creativity you can muster, the moment you release your content marketing campaign into the digital wild is devilishly satisfying. All your hard work comes alive right before your very eyes, and that’s certainly cause for celebration.


But after the campaign lives its best life, what will its fate be?

Oftentimes, all that spooktastic work is retired to the content marketing graveyard. However, with the right mix of will and witchcraft, your campaigns can be saved from the digital depths of darkness and be given new life.

How? Below we offer several frightfully fantastic tips to take your content marketing campaign well beyond the grave.

#1 – Consult your book of spells before going into the wild.

Campaigns create spine-tingling spikes in activity. But that excitement can quickly die out if there’s not significant investment in ongoing organic and paid promotion—or if it falls flat for your target audience.

As a result, early-on in the campaign planning process you should consult your documented book of spells—your documented content marketing strategy—to ensure your campaign can contribute to delivering value and insight to your audience and drive toward your objectives.


As Robert Rose, Chief Troublemaker at The Content Advisory, told us earlier this year:

“As part of the creation process, we have to ask how every piece of content we create delivers value to our audience first, and us second. It is an approach that will never fail.”

As you consult your spell book, some questions to ask yourself include:

  • Will this campaign deliver value to my audience now and in the future?
  • Will this campaign help me achieve my overarching marketing goals?
  • How will I amplify campaign content long-term?
  • How will this campaign content lend itself to other marketing efforts going forward?
  • What tactical considerations do I need to consider to extend the life of this campaign?

Read: Better Together: Why Your Content Marketing Campaigns & Always-On Programs Should Work Together

#2 – Identify when, where, and how you’ll spin your web of amplification.

Sometimes, there’s no substitute for the tried-and-true. I mean, everybody knows that garlic is a powerful vampire repellent, right? So, when it comes to maximizing the visibility of your content marketing campaigns, you need to think on-site and offsite. For the former, consider cross-linking as an SEO fundamental. For the later, remember that cross-channel amplification is a must.

By creating a plan of cross-linking attack, you can ensure that your campaign content is relevantly represented within existing site content—and that the anchor text supports optimization for search.

A good place to start is conducting a mini content audit on your keyword topic area of choice. This will allow you to identify top performing content your campaign can help bolster, as well as potential gaps that your campaign can fill in the blanks for.

When it comes to developing your amplification plan, remember that it’s not just about social media. Certainly, that can be your starting point, but there are dozens of other tactics to include in your strategy securing third-party editorials or links, writing guest posts for industry blogs, email marketing, and so on.

[bctt tweet=“By creating a plan of cross-linking attack, you can ensure that your campaign content is relevantly represented within existing site content—and that the anchor text supports optimization for search. #ContentMarketing #SEO“ username=“toprank“]

Read: 50 Content Promotion Tactics to Help Your Great Content Get Amazing Exposure

#3 – Infect the minds of your audience with stunning visual CTAs.

Humans are visual creatures by nature. And perhaps one of the best ways to enchant your audience is through the use of infectious visual CTAs across your channels—particularly on your website.

Let’s start with social: Your social media amplification plan should absolutely include visual content and messaging that intrigues and inspires your audience to take action. And to breath new life into the campaign, take the time to refresh the creative.

When it comes to your website, our advice is scary simple: Attractive and compelling imagery can and should be used on relevant, high-traffic pages to capture the minds of the visitors you’ve already enticed to come to the site.


They’ve already made it to your site, so make the most of it. If you’ve followed the previous tip, identifying some of the right pages will be streamlined.

#4 – Perfect the creature you’ve created.

Whether your initial campaign results are great or grisly, the beauty of digital and content marketing is the ability to optimize on the fly.


Is some of your organic social messaging falling flat? Dig into native analytics to see which messages are resonating and look for themes. Then take what you’ve learned to create a new round of messaging to release.

Did you work with influencers and want to unleash more reach? Make sure you’ve made it incredibly easy for them to share by providing pre-written messages and graphics. If you’ve done that, follow up with some initial results—and another round of pre-written messaging—to renew excitement.

Are you gaining traction in organic search for derivatives of your target keyword? Consider tweaking the on-page and technical SEO content where it makes sense to help widen your search umbrella.

The big takeaway here? Always be monitoring results and looking for hair-raising opportunities.

[bctt tweet=“Always be monitoring your #contentmarketing campaign results and looking for hair-raising opportunities. @CaitlinMBurgess“ username=“toprank“]

#5 – Resurrect creativity by repurposing content for different audiences.

Campaign content—especially if it includes the unique perspectives and tips of influencers—is a frighteningly fabulous candidate for repurposing. From white papers and eBooks to blog posts and original or third-party research, all of that robust and niche content has the potential to be carved into something new.

For TopRank Marketing’s CEO Lee Odden, microcontent is a ghoulish treat.

“Snackable content can often be managed and repurposed like ingredients to create a main course,” Lee says. “On their own, short form content like quotes, tips, and statistics are useful for social network shares and as added credibility to blog posts, eBooks, and articles.”

Read: A Tasty, Strategic Addition to the Content Marketing Table: ‘Repurposed Content Cobbler‘

[bctt tweet=“Snackable content can often be managed and repurposed like ingredients to create a main course. @leeodden #ContentMarketing #repurposing“ username=“toprank“]

#6 – Use paid hocus pocus to get extra lift.

In today’s gravely competitive market, pay-to-play digital marketing tactics have become a spellbinding part of the digital marketing mix, especially when it comes to making a splash with a campaign.

If you’re struggling to get traction on your PPC or paid social efforts, start by looking at your keywords and/or messaging and how they relate to the content you’re promoting. Quality, relevant content is the foundation of digital advertising. As our own Annie Leuman points out, “There’s content behind every SERP.” And the same is true for any marketing channel. From there, consider how and where you’re targeting, and implement tweaks.


If a campaign is already exceeding objectives and expectations, consider pushing the limits a bit by experimenting with different paid tactics. For example, if you’ve had great success with LinkedIn, consider building a similar audience on Twitter. Or add more budget and expand your audience on the channels that are already working.

Rise Your Content Marketing Campaigns From the Dead

If you’re about to embark on a new campaign initiative, take time to figure out how your new treat will fit in your bag of tricks. In addition, whether you’re mid-campaign or want to resurrect something ancient, embrace tactics such as cross-linking and ongoing optimization that have delightfully haunted the profession for years. Finally, get creative with repurposing and paid tactics to extend the life of your campaign.

It takes will, work, and a bit of witchcraft, but your content marketing campaigns can escape the grave. No content marketing campaign is beyond saving. So, get to work—and you’ll see who has the last cackle.


Don’t let the untapped potential of your content marketing campaigns haunt you. Cure invisible content syndrome with these tips and insights from some of the industry’s leading marketers.

The post 6 Scary Good Tips to Take Your Content Marketing ‘Beyond the Grave‘ appeared first on Online Marketing Blog – TopRank®.


Holger Windfuhr (FAZ) über die Zukunft der Zeitung

Print nimmt eine gänzlich andere Rolle ein als Digital – und erfüllt andere Bedürfnisse.
 Holger Windfuhr ist Artdirector der Frankfurter Allgemeine Zeitung. Ein Gespräch über die FAZ und die Zeitung der Zukunft.

Rüdiger: Deutschland ist der größte Zeitungsmarkt Europas. Pro Tag werden von überregionalen Zeitungen 700.000 Exemplare im Abo und rund 100.000 Exemplare am Kiosk verkauft. Wie siehst du die Zukunft der Zeitungen?

Holger: Wenig überraschend: Das Digitalgeschäft gewinnt weiterhin an Bedeutung – die klassische Webseite (mobile-optimiert), E-Paper etc. Die Notwendigkeit, für aufwändig produzierte journalistische Inhalte auch im Digitalen zu bezahlen setzt sich allmählich durch.

Erzählformen sind vielfältiger und ergänzen die schriftliche Erzählweise: Podcasts, Videos, interaktives Storytelling, Infografiken, Augmented und Virtual Reality. Verlage müssen sich breitere Skillsets aneignen und ausbauen. Teams werden interdisziplinärer, um die Stärken des jeweiligen Mediums oder Kanals auszuschöpfen.

Die Zeitung als Printprodukt wird bestehen, allerdings auf einem anderen Niveau. Es wird aber noch einige Zeit lang Leser geben, die die Zeitung lieber als Print-Produkt lesen möchten. Auch jüngere.

Rüdiger: In Deutschland hat sich das Kompaktformat bisher nicht durchgesetzt. Welche Trends kannst du im europäischen Zeitungsdesign ausmachen? Unterscheiden sich deutsche Trends von internationalen Entwicklungen?

Holger: Seit einigen Jahren: eine größere Klarheit – in Print wie online. Weniger Elemente, mehr Weißraum, eine plakativere Bildsprache und verstärkt Infografiken. Die Reduktion auf das Wesentliche. Und eine stärkere Hierarchisierung und Leserführung.
Die Schnelligkeit, in der sich Nachrichten im Internet verbreiten, wirkt sich auch auf die Bildsprache aus. Das nachrichtliche Foto ist oft Sekunden nach einem Ereignis online. Die reine Nachricht – und das dazugehörige Bild – ist vielen schon bekannt. Es wird erwartet, dass die Tageszeitung die Nachricht analysiert, einordnet und bewertet. Das erfordert auch eine differenziertere Bildsprache, um diesen Tiefgang optisch zu reflektieren.
Weltweit nehmen viele Tageszeitungen „magazinige“ Elemente auf: Hintergrundkästen, Info-Elemente, Marginalspalten, Kurzinterviews usw. Im angelsächsischen Bereich wird eine weitaus größere Bandbreite an Schriftschnitten und -stilen eingesetzt als in Deutschland – siehe die New York Times, Washington Post und viele regionale Tageszeitungen in den USA.

Rüdiger: Die Zeitung kämpft täglich um die Hoheit der Aktualität und deren Inhaltliche Einordnung mit den digitalen Medien. Die Titelseite stellt so etwas wie die Visitenkarte einer Zeitung am Point of Sale dar – was hat sich hier in den vergangenen Jahren verändert?

Holger: Der Point of Sale bzw. Einzelverkauf wird zunehmend schwieriger. Aber nichtsdestotrotz – oder vielleicht auch gerade deshalb – auch auf der Titelseite macht sich eine grafische Vereinfachung bemerkbar. Plakative Bildsprache, pointierte Elemente und eine klare Gliederung. Insbesondere im deutschsprachigen Raum.

Rüdiger: Böse Typografie gibt es nicht. Gute schon. Gut ist Typografie dann, wenn sie dem Inhalt die richtige Form gibt.

Holger:… und die Typografie der FAZ ist gut?

Typografie entsteht nicht aus dem Nichts. Typografie verbindet eine Publikation auch mit einer Tradition und Geschichte. Im besten Fall mit Ihrer Raison d’être. In der ersten Ausgabe der FAZ vom 1.11.1949 schrieben die Herausgeber über die Ziele dieser neuen Zeitung.

Ein Auszug: „Für sie müsste die Wahrheit der Tatsachen heilig sein; sie müsste sich der strengen Sachlichkeit in der Berichterstattung befleißigen; sie müsste auch den Andersmeinenden gegenüber immer Gerechtigkeit walten lassen; und sie müsste sich bemühen, nicht an der Oberfläche der Dinge stehen zu bleiben, sondern ihre geistigen Hintergründe aufzusuchen.“ … „Natürlich denken wir nur an diejenigen, die sich mit uns bemühen wollen über die Dinge nachzudenken, statt Schlagworten nachzulaufen. Für die Denkfaulen möchten wir nicht schreiben.“

In diesem Sinne: ja.

Rüdiger: Die FAZ hat, wie du auch sagst, ein ausgesprochen traditionelles – wenn man so will konservatives – Design, hat aber auch in den letzten Jahren an Auflage verloren. Kann das Design deiner Meinung nach einen negativen Trend stoppen?

Holger: Kein Trost, aber alle haben an gedruckter Auflage verloren. Es bleibt auch ein herausfordernder Markt. Aber alle Darbietungsformen unserer Inhalte zusammengenommen, erreichen weitaus mehr Leser denn je zuvor. Das ist auch die große Chance.

Das Design kann Inhalte zugänglicher machen, eine emotionale Nähe erzeugen, überraschende Momente bieten, Aufmerksamkeit erzeugen, ein Schmunzeln hervorrufen, den Inhalt optisch auf den Punkt bringen. Aber eine Zeitung – geduckt oder digital – wird höchstens einmal gekauft, wenn die Erwartungen an den Inhalt nicht zumindest erfüllt werden.

Kurz gesagt: eine starke Verkaufsunterstützung, ja. Die Herausforderung ist, den Inhalt attraktiv, aber in der Form und auf allen Kanälen und Erzählweisen wiedererkennbar aufzubereiten, wo und wie es die Leser erwarten und verlangen. Design spielt hier eine weitere wichtige Rolle: der Marke über alle Darbietungsformen hinweg eine gemeinsame, starke Identität zu geben.

Rüdiger: Vielen Dank!


Daily Drawings

Mehr Bilder…

This calendar is only 7,4 x 10,5 cm small, but provides one drawing for each single day of the year 2019. Since four years I fill my sketchbooks daily with simple, yet witty ink drawings to maintain my „daily drawing“ blog. The calendar shows you the thoughts I had exactly one year before.

Everybody who loves twisted thoughts and ironic observations with a hint of philosophy will find an amusing companion for 2019 in this tear-off calendar.


Joni Majer

Birte Spreuer


5 UX tips for better SEO results

When Google’s Search Quality Senior Strategist Andrey Lipattsev was asked about Google’s most important ranking factors, he gave three: content, links, and RankBrain.

We’ve known for a long time that links impact websites‘ search rankings and Google has for a very long time emphasized the importance of quality content. What is RankBrain all about, however? Unlike content and links, RankBrain is influenced by behavior metrics that indicate that users actually find a site to be useful. These behavior metrics, more than anything else, are influenced by the usability of your website — in other words, user experience (UX).

If you’ve been focusing on content and links at the expense of user experience, you won’t be able to maximize the performance of your website in the search engines. The following five UX tips will give you an SEO advantage.

1. Work on your site’s mobile compatibility

Google hasn’t hidden the fact that it pays a lot of attention to a site’s mobile compatibility. Anyone who has been in SEO for more than a few years will remember mobilegeddon, and mobile-first indexing is a thing: in other words, coming to terms with the realization that most of the usage of its search engine comes from mobile devices, Google has decided to start indexing the mobile version of a website first.

In other words, if your website does not have a mobile version — or if the mobile version of your website is not properly optimized — then you could lose more than half of your search traffic.

Below are some tips to ensure your website is mobile compatible:

  • Use a responsive website design that adapts to mobile devices or create a mobile version of your website that is properly redirected for mobile users.
  • Ensure that content is consistent across your mobile site and desktop site.
  • Make sure that all the content formats used on your mobile site can be crawled and indexed.
  • Ensure that metadata is consistent across the mobile and desktop version of your site.
  • Ensure that your sitemap is also accessible on your mobile site.

2. Optimize your website speed

Just how important is the speed of your website? Research shows that a single second delay in site load time can reduce your conversions by 7 percent, and that 40 percent of people will abandon a website that takes more than three seconds to load. In other words, people don’t like slow websites. And that explains why Google keeps strengthening page speed as a ranking factor.

While Google has long been using site speed as a factor to rank desktop sites, it recently began to use site speed as a ranking factor for mobile sites in July 2018.

You can make your website faster by doing the following:

  • Enable caching
  • Use a CDN
  • Remove unnecessary scripts and plugins
  • Compress your images
  • Combine your background images into CSS sprites
  • Minify your JavaScript and CSS

3. Optimize your site architecture

Another UX tip that will give your site an edge in the search engines is to optimize your site architecture in a way that is easy to use and search engine friendly. For example, take a look at the following screenshot from the website of Lookers:

In particular, pay attention to the navigation bar and you will notice a few things:

  • The navigation links are clear and descriptive enough to make people know what they will get without much thought.
  • People are presented with links to all the key pages — so they don’t have to waste time looking for what they want. One of the hallmarks of good site architecture is that it enables people to get to where they want with fewer clicks.
  • The format and presentation of the navigation links is consistent — both the link structure and the description.

Not only will a good site structure make your site more accessible to readers, while at the same time making it easy for the search engines to crawl your website, but you are also likely to be rewarded by sitelinks. Here’s what a Google search for Lookers turned up:

4. Use breadcrumbs navigation

A breadcrumb is a secondary navigation system that helps users know where they are on your website and that can help them trace their way back. Besides the fact that breadcrumbs make it easy for users to navigate your website, they also make it easy for Google to see how your site is structured and while increasing your site’s indexability.

Here’s a look at SEW’s breadcrumbs:

As you can see, from the screenshot above, the trail goes like this “Home >> Industry >> The end of Google+ after a data breach and how it affects us.” In other words, it makes it easy for the user to trace his/her steps back to the primary category of the article, then to the homepage.

5. Work on your content readability

While we tend to focus on the technical aspects of UX when it comes to SEO, content also plays a great role in UX as far as the big G and other search engines are concerned. Making the following tweaks to your content will give you an edge:

  • Ensure your content is properly formatted. Use a lot of subheadings, bullets, and numberings to make your content more easy on the eyes.
  • Use short paragraphs and avoid long blocks of text.
  • Work on your content grammar, spelling, and structure.
  • Spice up your content with visuals and multimedia.


While good UX can give you an edge when it comes to SEO, it does more than that: it ensures that users actually use your website while guaranteeing an improvement in ROI and conversions.