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The Changing Face of Content Marketing

canstockphoto26958429Content is ever evolving. Just taking note of this fact is not enough, however. In addition to realizing that you have to change and update your content marketing strategy often, you also have to realize what trends are effective and which ones are not. Without this information, you are destined to find your efforts with a less than impressive impact.

One of the biggest trends sweeping this area of marketing is visual content. This includes things such as infographics, video, visual note-taking, memes and more, integrated into your existing marketing campaign.

In the new era of social media, words alone won’t be enough to keep your audience interested and engaged.

Why you may wonder?


  • 90% of all information transmitted to your brain is visual. This means that if you want to ensure your message is seen and understood, visual is your best bet.
  • Page conversion rates are increased on landing pages by 86 percent when videos are used.
  • When visual content is used, it is already social media ready and social media friendly. Today, social engagement is, even more, important than SEO.

Now, you have to consider what you can do to begin implementing visual content. This can be a challenge for those who have never embarked on this type of campaign in the past, but, believe it or not, it is actually easier than you may have imagined.

A good place to start is with the tips found here. When you implement methods that have been used and proven as effective by others, you will be able to see the impact in your own marketing efforts.

Provide Ideas for New Ways to Use Your Products.

In many cases, consumers don’t know exactly what they are looking for, so they search online for ideas and inspiration. Any smart marketer will provide them with a creative solution and put them in the position as the brand that is “here to help.” Create informative or how to videos to post to YouTube, these are highly beneficial and will likely catch on, making your product insanely popular and sought after.

Show, Don’t Tell.

Utilize graphics and photography to tell stories about your brand, product, company, or any other element that may be appealing to visitors. The key to using these images is to illustrate the advantage of the product you are offering in a memorable and unique way. Recently, Volvo released an image of Jean-Claude Van Damme doing the splits between two Volvo Trucks. This is both intriguing (which will catch attention) and memorable (which means they will remember you and what you have to offer).

Let Your Customers Insert Their Creativity into Your Brand.

You can entertain your prospective customers with any type of user-generated visual content, which allows the fans of your brand to tell their story. A site that is doing this quite effectively is Tourism Australia. Fans submit as many as 900 photos each day to be considered and each post typically generates tens of thousands of likes on Facebook.

Remember, just like any other strategy, you have to track the effectiveness of your efforts. Failure to do this will result in you never knowing what works and what doesn’t.

The fact is, video, images, and other visual content elements make your page easier to scan and get a general idea about what you offer. If you have yet to implement visual content, now is the time to act, as this is becoming a more and more popular trend that gets the attention of consumers and keeps them coming back for more.


Practical White Hat SEO Techniques that Get Results

consistent, compelling contentThere are far too many people who believe that SEO is all about getting one over on Google, or tricking them into higher rankings. It’s not.

In fact, SEO is much simpler and when used properly, extremely effective. SEO is really about creating content that people want and that satisfies their search intent.

When you look at SEO in this way, it will make it easier to understand and execute white hat techniques. By avoiding spammy tactics, you can publish content that is focused on the consumer and that generates results.

Tips that will help you discover what people want and then use that information effectively can be found here.

Use Keyword Research to Determine Content Demand

When you do a bit of keyword research, you will be able to find out what topics are most commonly searched and stumble on search language that is being used that you may not have known about. This is important because if you are in a particular industry, you may be using industry-specific jargon that the average consumer would not know or understand. If this is what you focus on, your results are going to be less than impressive.

However, if you use the language your customers are using, your content will show up in the SERPS. This is also the ideal opportunity for you to begin implementing long tail keywords that your customers will understand and create content that they will actually be interested in reading.

The Do’s of White Hat SEO

There are several important “rules” to follow when using white hat SEO tactics:

  • Do – select target keywords that are somewhat popular. The ability to rank for these will be based on how competitive your site is. Be sure you are realistic about the competition level that you can take on and still get results.
  • Do – be sure to include target keywords in the right places – this includes body content, alt images, title tag, URL, etc.
  • Do – use additional keywords that are related to the target keyword in the body of your content.
  • Do – use the selected target keyword as anchor text of internal links for new content.

What Not to Do

When it comes to white hat SEO, there is a fine line between white hat and black hat – avoid going over the line by using this important don’t:

  • Don’t – go for quantity rather than quality. Producing more low-quality content is going to hurt you in the long run.

Answer Your Searchers Questions

The good news is, you don’t have to be a technical genius to get results from SEO efforts. Much like other marketing disciplines, thinking like the searcher can go a long way.

When thinking like the searcher, consider:

  • What are they looking for?
  • What types of problems are they looking for solutions for?
  • Are they seeking advice or searching for something to purchase?

In most cases, search intent will fall into one of three categories:

  • Make a purchase
  • Find a solution
  • Learn something new

When looking at different keyword opportunities, be sure to consider whether or not the person who is doing the searching wants to learn something new, find a solution or make a purchase. The actual phrase that is entered will reveal quite a bit about their overall intention.

When you take some time to think about SEO from a practical standpoint, it really makes a lot of sense. Use techniques that are geared toward your user so that you can answer their questions and make sure that your website appears as close to the top of the SERPs as possible.

Ready to write content that satisfies and educates your readers? Contact us today! We’ll help you get started!

Tips for Improving Social Media Ad Performance

Social media communicationThere is no doubt about it – the total amount of social ad dollars is steadily increasing. According to recent reports, 2016 is expected to generate upward of $13.43 billion in social advertisement dollars, with social networks accounting for 20 percent of all U.S. digital advertisement spending.

Social giants such as Twitter and Facebook are going up against one another to grab their own piece of the pie by offering advertisers the shiniest and newest ad formats. These are providing a number of new promises to advertisers, including lower CPEs and higher ad recalls.

Some methods you can implement now to see greater returns on all your social media ad dollars can be found here.

Invest in Twitter Video Campaigns

If you distribute your videos on Twitter, you will have a cost efficient and effective way to drive up the frequency and reach of your video buys.

When you purchase and run a video campaign through Twitter, you are going to pay-per-view. Twitter states that a video view is chargeable when the video is 100 percent in view on the device being used and has been playing for, at a minimum, three seconds. This is efficient because you only have to pay for actual engagement, rather than impressions.

Run the Same Advertisement on Instagram and Facebook Simultaneously

Facebook refers to this strategy with the #CheckTheBox hashtag internally. This means that in order for you to run your ads on each platform, you have to check the right box in the Power Editor. This is pretty self-explanatory once you begin creating your ad.

This will allow you to not only have a presence on Instagram but also minimize the costs of your Facebook ads by providing more opportunities to reach potential customers throughout the day.

The ad you create will be optimized based on the actual objective selected. An example would be if you opt to “Send People to Your Website.” This means that the ad will be optimized to get additional clicks to your actual website. When you run your ad on both Instagram placement and Facebook placements it will be optimized to show on the location that will acquire the most clicks for your website at the lowest possible cost.

The Carousel Ads on Facebook

Another effective method to improve ad performance is by using Facebook Carousel ads. This allows you to showcase a number of images and links all in a single advertisement. These ads are able to be used in a number of ways, across any campaign objectives, which is typically determined by your brand.

According to Facebook, using a carousel link ad will drive a lower cost-per-conversion of 30 to 50 percent, which can be beneficial for businesses trying to make the most of their social media advertising dollars.

Another benefit of this type of ad is that it provides Facebook with insights to the links in the ad that are performing at the highest levels and provides you with the option to optimize the image order based on overall engagement.

The fact is, different ad formats and platforms will work differently for each business and industry. You may have to implement a bit of trial and error to ensure that the results you achieve meet your goals and objectives. Taking the time to get to know the latest and greatest options available can help you target and optimize your efforts better than ever before. When you use social media ads properly they can help drive traffic and conversions, which all businesses could benefit from.

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Infographic: Why You Should Be Blogging


Boost Your Traffic with Blogs

By now most businesses have implemented blogging as part of their marketing strategy. Businesses are using their blogs as a means of communicating with their customers and potential customers, letting them know about new services, practical ways they can use their services or products, etc. However, blogging on a consistent basis isn’t always happening for many businesses and many businesses aren’t really blogging for the right reasons – they just know they should have a blog.

Our infographic above gives you solid stats on why you should implement blogging as part of your inbound and content marketing strategy. 97% more backlinks, 67% more leads, 13% more likely to achieve a positive ROI – those are some pretty impressive numbers.

If you’re ready to implement blogging or you need help blogging consistently, fill out the form below and we can help you out! Words You Want has been providing companies with blogging services for over a decade!

Improve Your Social Engagement: 4 Strategies that Work

eWhile today’s business owners are more enlightened to what makes great social media posts, there are still quite a few that are using these sites as a free advertising platform where they try to sell, sell, sell. While this drive to increase sales on any platform is somewhat admirable, modern social media platforms play by a different set of rules.

A symbiotic relationship has to be developed between a business (or brand) and their fans. You will only be able to drive results on social media when your fans really like you and what you offer, identify with the project value and find value in the content you publish.

Here are some tips to help push your business past “sales” mode and into true “relationship” mode.

See Your Brand as Fans Do

When you are working to shape a distinct brand identity to help and influence your audience on social media, you need to know what they actually think about you right now. You need to get to know how aware these fans are of your brand, what it has to offer and if they perceive you in a negative or positive manner. Other information that can be valuable is figuring out how your competitors are doing. This will allow you to make more informed decisions, opposed to just a shot in the dark.

One of the easiest ways to figure out what people are saying about your brand on social media is with a tool such as Mention. You can listen in on various conversations about your brand, as well as any related keywords across the Internet. With Mention, you can see, in real time, what is being said about your business and participate in the conversations directly.

Schedule Your Social Posts and Save Time

Being able to post relevant and valuable content regularly is critical if you want to show up on the overpopulated social media feeds of your fans. While one or two posts each day may seem relatively simple, it will not have much of an impact on your fans. The chances of your single posts showing up amongst all the others posted by family, friends and even other brands, is extremely low.

There are a number of tools that will help you organize, manage and schedule posts to ensure that you have the best possible chances of being seen by your audience.

Attract the Right Type of Attention

While you can talk up your brand on social media, you need to also spur the conversation and get others to talk about it. Professionals in advertising know a fact that social media marketers are just realizing – acquiring a celebrity endorsement is the best way to get some buzz.

A tool that can help and put your brand on the front of the New York Times is HARO. This is a real possibility, and you don’t have to spend a penny. With HARO, or Help A Reporter Out, you are connected to journalists who need interesting and new content. This is a win-win since you will have a new location to publish various ports and content.

Manage Complaints

Being able to get face to face, or even screen to screen, with your customers in real time is a unique feature of social media. You don’t have to use the traditional and impersonal options of email or phone. With this instant ability to engage in conversations, customers will be able to be heard, rather than just having a complaint resolution.

The fact is, when it all comes down to it, it is not the prices of your products, but rather the relationships you build. Getting more true engagement with your customer base through social media offers the ability to build strong and lasting relationships.

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