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Will an exact match domain help your site perform better in Google Search? See whether domain name is a ranking factor.
The post Is Domain Name a Google Ranking Factor? appeared first on Search Engine Journal.
Fabrice Canel, Principal Program Manager at Bing discusses search crawling, machine learning and ranking web pages with Jason Barnard of Kalicube
The post Want to Learn About Bing and Search Ranking? Here You Go! appeared first on Search Engine Journal.
Google’s John Mueller explains how long it takes for a disavow file to eventually affect the search results rankings
The post Google: How Long it Takes for Disavow File to Affect Rankings appeared first on Search Engine Journal.
An acquisition by the commercial arm of WordPress may hold the key to improving WordPress security
The post WordPress Security Just Leveled-Up appeared first on Search Engine Journal.
SEO reporting can make or break the success of your strategy. Check out these five secrets to impactful reporting (learned the hard way).
The post Impactful SEO Reporting: My Most Difficult Lessons Learned appeared first on Search Engine Journal.
Jetpack acquires security company WPScan, promises to keep it open to benefit WordPress security but integrate it at some point as well
The post Jetpack Acquires WordPress Security Company appeared first on Search Engine Journal.
Learn how you can invest wisely and win in your market by creating paid social campaigns that convert.
The post 3 Steps To Creating Paid Social Campaigns That Convert appeared first on Search Engine Journal.
Where should you allocate your social ads budget, to Facebook or Instagram? Learn how to make a decision that aligns with your goals.
The post Facebook Ads vs Instagram Ads: 6 Key Considerations For Budgeting appeared first on Search Engine Journal.
3 Cool Content Campaigns That Tackle Hot (and Warm) Topics
A town in the Arctic Circle launches an Olympic bid it hopes it won’t win. The North Face melts hearts with stories of outdoor adventures. And Red Ventures brands join forces to help travelers plan health-conscious visits to their favorite hotspots. Read our hot takes on this cool content. Continue reading
The post 3 Cool Content Campaigns That Tackle Hot (and Warm) Topics appeared first on Content Marketing Institute.
4 tips for authentic branded content
Audiences are finely tuned to advertising. They can scroll, skip and block ads on their way to enjoying their favorite content. But what stops someone from scrolling—and starting to engage? Content that interests them and breaks through the noise. One increasingly popular method for brands to get their message across is the use of branded content. Rather than an obvious product placement, think of different types of content like sponsored blog posts, short form videos or influencer marketing. This kind of content has emerged as a way for brands to cultivate a more engaging experience.
So how do brands start creating impactful branded content?
The power of branded content is its ability to integrate seamlessly into the consumer experience—while simultaneously acting as another vehicle for brands to create content the audience actually cares about. Imagine a simple cocktail recipe using the newest hard seltzer brand, or a DIY home improvement tutorial video. Lots of times it’s a celebrity or athlete candidly showing us how to make the recipe or using their favorite product in the tutorial. And when it comes to this “How-To” genre of branded content, Nieslen found that, on average, 83% of target audiences felt brands paired well with the content—inherently creating trust between the brand/advertiser and consumer.
Where branded content really shines is its organic and personalized approach. By finding the right blog, social platform or influencer, brands can best engage and bond with their target consumers by relating to their real lives. This fit is more important than ever today—given how conscientious consumers are about the need for real-life brands to reflect their own personal brand and values. In fact, 90%of Americans express favorability toward companies that prioritize well-being in their messaging. And recent Nielsen branded content studies show that, on average, 72% of audiences felt that the talent, like an influencer, was a good fit with the brand. However, only one-third felt that the content was authentic. Branded content doesn’t end with matching the right promoters to your brand, it must also come across as genuine.
The way you grow die-hard brand loyalists is by establishing your brand purpose—and consistently demonstrating that promise. Branded content is widely popular on social media platforms. As these platforms give brands unlimited touchpoints with consumers, consistency is key for staying top of mind in the crowded content space. We found that, on average, only 71% of audiences could recall the brand featured in the content without prompting. If audiences aren’t first recalling content, how can we expect them to grow into brand advocates?
Like all marketing, the only way to know if your branded content is actually working is to measure its performance. You may think your messaging inspires feelings of trustworthiness, innovation, or excitement—but how do you know if you’ve missed the mark? The only way to know for sure is through measurement of top funnel brand KPIs like awareness, familiarity and favorability.
When branded content is built into marketing strategies and supported by real consumer voices, brands and audiences alike can enjoy more authentic and lasting interactions.