Kategorie-Archiv: SEO

How to use digital PR and cross-channel data to amplify organic growth

How to use PR and cross-channel data to amplify organic growth

30-second summary:

  • With the right strategy, digital PR can help drive both brand awareness and organic performance
  • During an economic downturn, brand visibility is essential to maintain brand advocacy in the long-term
  • Brands that will come out on top are those that take a cross-channel approach to drive more ROI, using data from other channels to inform their approach

Despite being tempted to pull back on spending during a recession, I believe that it is critical that brands stay visible to maintain brand advocacy — and Digital PR is a great, low-cost way to do so.

Future front-runner brands will be those that adopt a cross-channel approach to drive more ROI, utilizing data from other channels to inform their approach and ensure it resonates with target audiences.

With the current economic climate, brands and businesses are understandably scrutinizing every cent, and will likely make cuts to marketing budgets across the globe.

Businesses need to be realistic about their growth trajectory over the next few months and ensure every marketing dollar they invest is accounted for. While this may naturally lead to greater investment in performance channels, such as paid media, this will result in increased cost per click (CPCs). A way to still stay measurable but reduce costs is to get creative and focus energy on earning attention rather than continuing to pay for every click and impression.

As a result, I would argue that digital PR is one of the most important tools in your marketing toolkit, as, with the right strategy, it can drive both brand awareness and organic performance.

You’re missing a trick if you’re just using Digital PR to drive links

Digital PR is used to build high authority, and relevant links to key category pages to drive search performance through organic growth. A targeted strategy that aligns closely with SEO objectives will enable you to track ROI if you have the right measurement tools in place. This activity feeds into lower funnel marketing activity as it helps to harvest demand, as increased rankings capture better traffic and conversions.

However, if you’re only using it for this purpose, you’re missing out on a huge opportunity further up the marketing funnel.

Through securing brand-led, high-impact coverage on authoritative and influential publications, digital PR can also be used to drive search demand and upper-funnel brand awareness. This third-party validation is the perfect way to build salience, credibility, customer advocacy, and trust while simultaneously driving organic performance through high-quality links.

In order to achieve both brand and performance though, you need to be creating relevant and engaging content that your target audience wants to read and share. You shouldn’t be creating content ‘just for a link‘ but taking into consideration wider business goals – and making sure you’re actually targeting press that your audience is reading.

In summary, digital PR shouldn’t just be an ‘intent-led‚ marketing discipline to increase rankings. It’s a discipline that can both drive demand and awareness, whilst helping to capture intent-led traffic.

Why brand visibility is even more important during a recession

Recessions are difficult and uncertain times, which is why it’s even more important to continue to build visibility and salience – as with tighter budgets, consumers are likely to become more selective and want to buy from brands that they trust that stay relevant to them.

We have seen in previous economic uncertainty brands that maintain their brand awareness and relevance, retain more market share, and are able to bounce back quicker. Mark Ritson’s marketing recession playbook provides further information and sources on this subject.

In order to use digital PR to deliver true brand performance, you need to ensure you’re creating it based on as much cross-channel insight as possible.

Sharing cross-channel insight to deliver better ROI

While many marketers say they work ‘cross-channel,‘ the reality is that many teams are still working in silos – especially across brand and performance teams.

To drive the best results, it is essential to break down silos and take data insights from each channel to develop one overarching strategy.

For example, to drive organic growth, while it’s critical to start with key SEO insight, search volumes, brand traffic, non-brand traffic, relevance, and the number of backlinks, you should be considering other channels to maximize performance.

Another example would be that your PPC and paid search teams will have a lot of useful data that you can use to inform your organic strategy. Which are the keywords that are costing the most? You can tailor your efforts to improve organic rankings for these keywords, effectively allowing you to spend less on those terms.

Your programmatic team will also have access to display placement reports which will provide insight into the publications and websites your in-market audience is visiting. This should then inform your target outreach list. From a paid social perspective, this team will have lots of useful information on what content performs the best providing valuable insight for your PR brainstorms.

Amplifying your Digital PR coverage further

You shouldn’t just be working with other channel teams to define your strategy, you need to work with them throughout the whole process, to amplify results.

For instance, if you generate a truly fantastic piece of linking digital PR coverage, on a very credible publication. Whilst this will drive SEO performance and some brand awareness, in order to maximize the opportunity, and the valuable third-party validation, make it work even harder by amplifying through paid social.

Mini case study: Maryland cookies use PR to reach 5+ million people

Maryland came to us because they needed to align PR, programmatic, and paid social to drive mass awareness of their new Sugar-Free cookie and deliver an immediate surge in new customer sales. Through an integrated approach of PR, paid social, and programmatic, we reached 5.3 million people across all channels. View the case study here.

We have seen in past campaigns that by utilizing PR content as part of your social ads, not only can they actually perform better than the ad creative, but they can also help to prevent ad fatigue and provide you with additional assets (that you don’t need to pay anything extra for!).

Immediate steps to help your 2023 marketing plan

In order to be successful, it’s important to create a framework that helps to pull all channels together.

At Journey Further we use the ‘4Ds‘ – Discover, Define, Develop, and Deliver.


This phase involves asking all the channels to provide insight and data based on their recent campaigns and learnings to date. It is recommended to assign a client lead who can be tasked with pulling together a list of questions and a briefing document to ensure the discovery phase is as useful as possible. This will help identify where the biggest opportunities are across channels.


Agree on the best objective and goals based on the insight provided by all channels. Create an overarching strategy that will deliver against them and drive maximum ROI.


Set a clear roadmap, with roles and responsibilities outlined across each channel. Whilst in the case of an organic growth strategy, SEO and PR will take the leading role, it’s important other channels are clear on the ways they can amplify the activity at each stage, and what learnings they can also gather from the activity to improve their own results in-channel.


Marketing activity is activated. If this is a digital PR campaign then influencer marketing and paid social tactics may be used for example, alongside outreach, to bolster the campaign and drive more buzz and engagement.

Reporting on the right metrics

Another benefit of working cross-channel is that you will be able to report on many more metrics, giving a more holistic and accurate view of ROI.

Creating a live, 24/7 reporting dashboard utilizing tools such as Data Studio will allow you and your team members to check in and monitor progress at all times. This will provide you with a continuous cycle of insight to allow you to continuously improve your marketing efforts and deliver one overarching strategy that enables you to remain visible while also driving performance.

Beth Nunnington is the VP of Digital PR and Content Marketing at Journey Further, leading Digital PR strategy for the world’s leading brands. Her work has been featured in The Drum, PR Moment, and Prolific North. Find Beth on Twitter @BethNunnington.

Subscribe to the Search Engine Watch newsletter for insights on SEO, the search landscape, search marketing, digital marketing, leadership, podcasts, and more.

Join the conversation with us on LinkedIn and Twitter.

The post How to use digital PR and cross-channel data to amplify organic growth appeared first on Search Engine Watch.

Source:: searchenginewatch.com

B2B Marketing News: B2B Content Promotion, Social Trends Report, LinkedIn’s New Guide, Gender Bias Study, & AI Changes Creative Work

2022 November 18 MarketingCharts Chart

2022 November 18 MarketingCharts ChartOne Way to Set B2B Content Apart from the Rest? Actively Promote It
Creating higher quality B2B content was seen as the top way to differentiate it, with coverage of unique topics that competitors aren’t covering coming in second, followed by conducting active promotion that extends beyond publishing and distribution — three of numerous findings contained in recently-released B2B content marketing report data. MarketingCharts

Social Media Trends 2023 [Hootsuite Report]
42 percent of organizations with more than 1,000 employees work with influencers and creators, while only 28 percent of smaller businesses with under 100 workers do, according to Hootsuite’s newly-released annual social trends report. 77 percent of marketers have said that they are either confident or extremely confident in the return on investment they get from social media when it comes to audience engagement, the report has also shown. Hootsuite

LinkedIn Publishes New Overview of its Range of Ad Tools and Options
Microsoft-owned LinkedIn has launched a new downloadable seven-page guide that explores the professional social media platform’s Document Ads and the specifics of all other ad formats presently on tap for marketers, including video format dimensions and information detailing where each ad type excels, LinkedIn (client) recently announced. Social Media Today

Google Ads Editor v2.2 Adds Asset Library Access, Easier Ad Scheduling, Improved Notifications & More
Google has rolled out an array of new Google Ads Editor features, including new lead form ads, updated target frequency video campaign options, addition global campaign features, along with optional optimized targeting, the search giant recently announced. SEO Roundtable

Report Finds Continuing Gender Bias In Marketing, Media About Women’s Health
45 percent of all Black, Indigenous and women of color have said that they would like to see greater representation of ethnicity and race in health communication and marketing, while fewer than 50 percent of women have said that mental health is well represented in marketing, advertising, and the media — two of several statistics of interest to B2B marketers contained in newly-released marketing gender bias survey data. MediaPost

Instagram Provides the Capacity to Add Music to Still Image Posts
As with its Reels and Stories post types, Meta-owned Instagram has rolled out a feature allowing music to accompany still image posts, adding new musical element options of interest to digital marketers looking to create content that stands out. Social Media Today

2022 November 18 Statistics ImageHow Generative AI Is Changing Creative Work
Generative artificial intelligence (AI) is increasingly having an impact on the marketing content creation business, and The Harvard Business Review has taken a look at how creators are facing the shifting landscape caused by various AI-augmented technologies. Harvard Business Review

[bctt tweet=““Analytics and AI are perhaps the most disruptive technologies and management approaches available today. They aren’t going away, and can confer significant competitive advantage to companies that exploit them successfully.” — @tdav“ username=“toprank“]

Which Types of Media Ads to People Enjoy – and Hate?
Marketing that occurs on video streaming channels, websites, and social media were the three most-loved advertising platform choices, while audio streaming media ads were the seen in the least-favorable light, according to recently-released survey data of interest to B2B marketers. MarketingCharts

Google Ads Cost Per Lead Rose For 91% Of Industries Analyzed
When it comes to what brands pay using Google Ads and the cost-per-lead (CPL) they achieve, 91 percent of 23 industries have reported increased CPL — rising 19 percent during 2022, according to newly-published industry benchmark report data examining Google Ads. MediaPost

More B2B Marketers Are Achieving Their Demand Gen Goals via Content
83 percent of B2B content marketers have achieved brand awareness goals in 2022 using content marketing — up three percent from 2021 — while 77 percent have been successful building trust and growing credibility using B2B content marketing, according to recently-released B2B demand generation survey data. MarketingCharts


2022 November 18 Marketoonist Comic Image

A lighthearted look at “By Bots, For Bots” by Marketoonist Tom Fishburne — Marketoonist

Man Who Lost Everything In Crypto Just Wishes Several Thousand More People Had Warned Him — The Onion


  • Ramon Ray / TopRank Marketing — Ramon Ray on Personal Brand Building & My Thoughts — Episode 1 — myEmpirePRO
  • Lee Odden — The Impact of Building Long-Term Relationships with Influencers with Lee Odden — Justin Levy
  • Lee Odden / TopRank Marketing — Influencer Marketing – first, catch your influencer… — diginomica

Have you found an important B2B marketing news item for the week that we haven’t yet mentioned? If so, please don’t hesitate to drop us a line in the comments below.

Thanks for joining us, and we hope you’ll return again next Friday for another selection of the most up-to-date and relevant B2B and digital marketing industry news. In the meantime, you can follow us on our LinkedIn page, or at @toprank on Twitter for even more timely daily news.

The post B2B Marketing News: B2B Content Promotion, Social Trends Report, LinkedIn’s New Guide, Gender Bias Study, & AI Changes Creative Work appeared first on B2B Marketing Blog – TopRank®.

Source:: toprankblog.com

Are these SEO rookie mistakes costing your search rankings?

Are these SEO rookie mistakes costing your search rankings

30-second summary:

  • SEO has increasingly become a key area of practice for businesses to gain visibility, however, if done wrong can stagnate or even sabotage your online visibility
  • From optimizing your website for the wrong keywords to putting too many keywords in the meta keywords tag or creating lots of similar doorway pages
  • We have listed the most common SEO mistakes to avoid and be future-ready

Through SEO, marketers can improve their websites‘ rankings in Google’s search engine results pages (SERPs) and thus reach top results.

While doing SEO, however, there are some common SEO mistakes to keep away from. In case of committing any of these mistakes, marketers might end up harming their search ranking and reputation.

Below are seven of the common mistakes that you must avoid.

SEO Mistake #1: Optimizing your site for the wrong keywords

The first step in any search engine optimization campaign is to choose the right keywords for which you should optimize your site. If you initially choose the wrong keywords, all the time and effort that you devote to trying to get your site a high ranking will go down the drain. What good will the top rankings do if you choose keywords which no one searches for, or if you choose keywords which won’t bring in targeted traffic to your site?

The good news is that there are some warning signs that say you’re maybe optimizing for the wrong keywords. Amongst these, we find the following:

According to Neil Patel, an SEO expert, and co-founder of Crazy Egg and Hello Bar:

If you go about optimizing site content for every keyword you can think of, chances are, you won’t rank highly in search engine results pages.

Worse, you’ll experience a high bounce rate, because search engine users who eventually find your web site will leave without doing anything that you want them to do.

….In fact, not optimizing site content for the right keywords will cripple your search engine rankings.

SEO Mistake #2: Putting too many keywords in the meta keywords tag

We often see sites that have hundreds of keywords listed in the meta keywords tag, in the hope that will get a high ranking for those keywords.

Nothing could be further from the truth. Contrary to popular opinion, the meta keywords tag has almost completely lost its importance as far as search engine positioning is concerned. Google does not use keyword meta tags directly in its rankings.

Hence, just by listing keywords in the meta keywords tag, you will never be able to get a high ranking. Since there is no correlation between the keywords you stuff into a Meta tag and your search engine rank. To get a high ranking for those keywords, you need to naturally add the keywords to the actual body content on page.

SEO Mistake #3: Repeating the same keyword too many times

Another common mistake that people make is to endlessly repeat their target keywords in the body of their pages and in their meta keywords tags.

Because so many people have used this tactic in the past (and continue to use it), the search engines keep a sharp lookout for this and may penalize a site that repeats keywords in this fashion.

Sure, you do need to repeat the keywords a number of times. But, the way you place the keywords in your pages needs to make grammatical sense. Simply repeating the keywords endlessly no longer works. Furthermore, a particular keyword should not ideally be present more than thrice in your Meta Keywords tag.

SEO Mistake #4: Creating lots of similar doorway pages

Another myth prevalent among people is that since the algorithm of each search engine is different, they need to create different pages for different search engines. While this is great in theory, it is counter-productive in practice.

If you use this tactic, you will soon end up with hundreds of pages, which can quickly become an administrative nightmare. Also, just imagine the amount of time you will need to spend constantly updating the pages in response to the changes that the search engines make to their algorithms.

Furthermore, although the pages are meant for different engines, they will actually end up being pretty similar to each other. Search engines are often able to detect when a site has created similar pages and may penalize or even ban this site from their index.

According to Google,

“…they (Doorway Pages) can lead to multiple similar pages in user search results, where each result ends up taking the user to essentially the same destination. They can also lead users to intermediate pages that are not as useful as the final destination.”

Hence, instead of creating different pages for different search engines, create one page which is optimized for one keyword for all the search engines.

SEO Mistake #5: Using hidden text

Hidden text is text with the same color as the background color of your page. For example, if the background color of your page is white and you have added some white text to that page. That is considered a black-hat SEO practice.

Many webmasters, in order to get high rankings in the search engines, try to make their pages as keyword rich as possible. However, there is a limit to the number of keywords you can repeat on a page without making it sound odd to your human visitors.

Thus, in order to ensure that the human visitors to a page don’t perceive the text to be odd, but that the page is still keyword-rich, many webmasters add text (containing the keywords) with the same color as the background color. This ensures that while the search engines can see the keywords, human visitors cannot.

Search engines have long since caught up with this technique, and ignore or penalize pages that contain such text. They may also penalize the entire site if even one of the pages on that site contains such hidden text.

However, the problem with this is that search engines may often end up penalizing sites that did not intend to use hidden text.

For instance, suppose you have a page with a white background and a table on that page with a black background. Further, suppose that you have added some white text in that table. This text will, in fact, be visible to your human visitors, that is, this shouldn’t be called hidden text. However, search engines can interpret this to be hidden text because they may often ignore the fact that the background of the table is black.

In official guidance from Google, they state:

“Hiding text or links in your content to manipulate Google’s search rankings can be seen as deceptive and is a violation of Google’s Webmaster Guidelines.”

Hence, in order to ensure that your site is not penalized because of this, you should go through all the pages in your site and see whether you have inadvertently made any such mistake.

SEO Mistake #6: Using page cloaking

Cloaking, which is against Google’s webmaster guidelines, is defined by Google as follows:

“Cloaking refers to the practice of presenting different content or URLs to users and search engines. Serving up different results based on user agents may cause your site to be perceived as deceptive and removed from the Google index”

People generally use page cloaking for two reasons:

  1. To hide the source code of their search engine-optimized pages from their competitors
  2. To prevent human visitors from having to see a page that looks good to the search engines but does not necessarily look good to humans

The problem with this is that when a site uses cloaking, it prevents the search engines from being able to spider the same page that their users are going to see. And if the search engines can’t do this, they can no longer be confident of providing relevant results to their users. Thus, if a search engine discovers that a site has used cloaking, it will probably ban the site forever from their index.

Hence, our advice is that you should not even think about using cloaking in your site and if you are already doing any cloaking and getting away with it, I guess you may have to be on the lookout.

SEO Mistake #7: Devoting too much time to search engine positioning

Yes – we lied. There’s another common mistake that people make when it comes to search engine optimization – they spend too much time on it.

Sure, search engine placement is the most cost-effective way of driving traffic to your site and you do need to spend some time every day learning how the search engines work and optimizing your site for the search engines.

However, you must remember that search engine optimization is a means to an end for you – it’s not the end in itself. The end is to increase the sales of your products and services. Hence, apart from trying to improve your site’s position in the search engines, you also need to spend time on all the other factors which determine the success or the failure of your website – the quality of the products and services that you are offering, the quality of your content, and so on.

You may have excellent rankings in the search engines, but if the quality of your products and services is poor, or you’re not producing high-quality SEO content, those high rankings aren’t going to do much good.

Jacob McMillen is a copywriter, marketing blogger, and inbound marketing consultant.

Subscribe to the Search Engine Watch newsletter for insights on SEO, the search landscape, search marketing, digital marketing, leadership, podcasts, and more.

Join the conversation with us on LinkedIn and Twitter.

The post Are these SEO rookie mistakes costing your search rankings? appeared first on Search Engine Watch.

Source:: searchenginewatch.com

How to Create More Authentic Influencer-Driven Content to Attract Qualified Prospects

How influencer-driven content attracts qualified prospects man on camera image

How influencer-driven content attracts qualified prospects man on camera image When you think about who is influential in your industry, you likely think about professional influencers first. These are the consultants, public speakers and authors, the ones who give keynote speeches and have huge followings on social media.

These folks are absolutely essential as part of your influencer mix. Their reach, knowledge and professionalism are incredibly valuable.

However, you need more than just these folks for authentic and useful content. To create the kind of experience that earns the attention of qualified prospects, you need to expand your definition of what an influencer is — and what influencer content should look like.

Here’s how to optimize your influencer marketing to create authentic experiences that attract your most valuable audience.

#1 — Expand Your Definition of Influence

Who is an influencer? Now that Instagram models are using the word as a job title, it’s important not to forget the meaning of the word. Influencer (n.): One who has influence over a group of people. Someone whose opinion is trusted because of their experience and proven track record of success.

Some of the most influential people to your prospects don’t have a huge social media following or an outsized personality. They’re the ones who quietly build a reputation for excellence in your industry.

For example, the CEO of Coca-Cola might not have millions of followers. But you can bet that when he speaks, anyone in the beverage business listens.

The problem is that many influencer identification tools are focused on audience size more than this type of practical topical relevance. Tools like Traackr are getting better with it, but for now you may need to get creative. See who the executives at your most valued accounts are following on LinkedIn. Ask your customer contacts who they admire in the industry. See whose panel at the last industry conference had everyone talking, even though it was in the small conference room.

Our survey found that marketers are seeing the value of including these folks in their influencer mix. When we asked what qualities they look for in an influencer, follower count was 5th on the list. Relevance, trustworthiness and expertise all scored higher.

graph showing criteria for influencers

[bctt tweet=““Some of the most influential people to your prospects don’t have a huge social media following or an outsized personality. They’re the ones who quietly build a reputation for excellence in your industry.” — Joshua Nite @NiteWrites“ username=“toprank“]

#2 — Look for Influence in Your Organization

When you’re looking for subject matter experts, you may find you don’t have to look too far from the office, either. Your executives and employees have practical experience that your most valued prospects want to hear.

It might be illuminating, for example, to hear a keynote speaker talk about how Red Bull built their media brand. Someone with a gift for storytelling could bring that tale to life and even mine deeper insight out of it, to boot. But someone who was in the room where these decisions were made, when Red Bull first built their content empire, could provide practical information that no one else would know.

Of course, your executives, managers and workers may not be natural born storytellers. That’s okay! You can interview them, tease out their stories and insights, and polish them up without sacrificing authenticity.

In our survey, over half of respondents said they included internal executives in their influencer content. Nearly half said they included their employees as well. This is a clear opportunity to create more valuable content and build your organization’s thought leadership at the same time.

Graph showing priorities for influencer marketing

[bctt tweet=““When you’re looking for subject matter experts, you may find you don’t have to look too far from the office, either. Your executives and employees have practical experience that your most valued prospects want to hear.” — @NiteWrites“ username=“toprank“]

#3 — Find Influential Customers (AND Prospects!)

Would you pass up a chance to praise, elevate, promote and otherwise butter up your most valuable customers? Of course not. Including your customers in your content is another win-win-win: You get more perspectives in your content, your customer gets recognized and flattered, and your audience finds your content more valuable.

Customer content doesn’t have to be limited to case studies — in fact, it shouldn’t be. Let your customers be the stars and talk about their business, the challenges they’ve faced and the successes they’ve achieved. Showcasing your happy customers as the industry experts they are will reflect well on your brand, even if they’re not making a sales pitch.

And finally, we have to talk about the most jaw-dropping stat from our recent report:

Graph showing that only twelve percent of people use prospects as influencers

Only twelve percent of our respondents said they use prospects in their influencer marketing. If you asked 100 marketers: “Would you pass up a chance to interact with, build up, flatter, and build a relationship with your most valuable prospects?” How many would turn it down? How many would say, “Well, only if I can get them to give me content that will help attract even more prospects?”

Surely more than 12 out of 100 would see the value if you put it that way. Including prospects in your influencer marketing is such a colossal opportunity, triply so because so few folks are doing it. Treat your prospects like rock star influencers, promote their thought leadership, and good things will happen.

Think about it: How many times have you heard that your audience needs to see themselves in your content? Maybe it’s time to take that advice literally.

[bctt tweet=““Including your customers in your content is another win-win-win: You get more perspectives in your content, your customer gets recognized and flattered, and your audience finds your content more valuable.” — Joshua Nite @NiteWrites“ username=“toprank“]

#4 — Create Valuable & Memorable Content

Now that you have the perfect mix of professional influencers, industry experts, your colleagues, customers and prospects, it’s time to create some great content experiences.

There’s nothing wrong with a classic PDF-based eBook (we put out one this year!), but you can earn more attention with jazzier content formats. The simplest would be a long-scroll web page with a few animated elements, like this one from our client Prophix. It splits the difference between an eBook and a website, borrowing the strengths from each.

To level up your content, an interactive and animated site (like this one from client Demandbase) is a good option. It offers your reader a more dynamic experience that compels them to spend more time with the asset.

Finally, think beyond text and into multimedia. Podcasts are a natural fit for influencer content. If you’re not ready for that level of commitment, however, consider a video (either a produced short video or a livestream). I love what our client LinkedIn is doing with their LinkedIn Collective Live! Series. The first episode is all about Cannes Lions, and features a Grand Prix winner and one of the jurors.

Industry Insiders bring Influence

As you plan your next influencer marketing campaign, it’s time to redefine influence. Your most valuable prospects are looking to industry leaders, practitioners and peers for advice. Your team can deliver all of the above with the right mix of influencers.

Check out our full 2022 B2B Influencer Marketing Report to learn more.

The post How to Create More Authentic Influencer-Driven Content to Attract Qualified Prospects appeared first on B2B Marketing Blog – TopRank®.

Source:: toprankblog.com