With changes in Google algorithm, that supports educational content like blog posts and videos instead of simple website urls, it is no surprise that Expedia Lost 25% Of Their Search Visibility In Google Possibly Over Unnatural Links.
Organic wins 94% of the time versus paid search result. For the marketers out there, create content that connects with your audience and compels them to interact with your brand.
Related Article: Google Hummingbird Demands Mobile-First Content
The days of interruptive marketing are but a distant memory and the Internet has permanently changed the way we interact and exchange information. Today, 8 out of 10 people identify themselves as blog readers, and 23% of all time spent online is spent on social media sites, sharing content. To take advantage of this new buyer behaviour, cultivate an active online presence.
HubSpot’s research shows that 75% of users never scroll past the first page of search results. Now, more than ever, it is vital to continue creating compelling, educational content that people love and share.
Did you Know?
Microsoft Research reports that people spend only 10 seconds on your homepage before leaving if they don’t immediately connect with your marketing messages.
61% of B2B marketers rate webinars as the most effective content-marketing tactic. Webinars are great educational offers for that middle-of-the-funnel prospect who has started the research phase of his or her buyer journey and is now getting into the consideration phase, looking for more information.
80% of business decision-makers prefer to get company information in a series of articles versus in an advertisement. The bottom line: We don’t want to be sold to, we want to be educated, and articles deliver the kind of information your prospects are seeking in order to make smart, well-informed decisions.
Related Article: Content marketing is about optimizing the dialogue between a company and its customers for profitable outcomes
60% of the population are visual learners and articles with images get 94% more views over those without an image.
Related Article: How Live Talks Become Visual Content
B2B companies that blog, generate 67% more leads per month than those that don’t. If you have an active blog, you have a better chance of making a connection with your website visitors.
Image credit: http://adsoftheworld.com/
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You the Marketers, are the Architects of the Customer Experience!
Customized content for each consumer will be growing trend for 2014 and beyond. You now have technology in place to capture the range of customer behavior in your emails, on your website, in your mobile app, at your physical locations, "even on your customers’ morning runs — and attribute them to individuals." Technology has now made the quantum leap that captures these cross-channel, cross-device customer behaviors, it’s up to you, marketers to weave an engaging story.
Bryan Brown, Vice President of Product Development, Silverpop specifies 3 Key Tactics that encourages customers experience.
Pick a channel you’ve never individualized before and add an element of personalization.
Or, add more customized content to an existing channel to make it more helpful, fun and/or engaging.
Look for creative ways to use customer behaviors to drive cross-channel interactions.
Maybe a mobile app interaction is reflected on the website. Or an in-store exchange drives an SMS. Or a retweet leads to an email.
Make real time your mantra. Whether it’s a contact who just abandoned a shopping cart, exited your store after a test drive or posted a product review, the timeliness of your response can make a difference. Configure your business rules and automated programs to make it happen.
Read more about the 7 Key Marketing Trends for 2014 - and Tactics for Thriving in the New Year
[As Rebecca Lieb puts it] ... But, content marketing is not new. In 1895, John Deere published the first journal of its kind teaching farmers all about the latest in technology and trends in the industry. More than 100 years later and with 1.5 million in distribution to 40 countries, The Furrow could be the most successful content marketing initiative in history. Since then, thousands of companies have used content marketing (to an extent), but never have we seen marketing professionals focus so much on content craze.
If you have any sort of web presence, you are a publisher. Think like one and build a digital content strategy that enhances, embraces and exhilarates your audience and skyrockets your conversion rate. This book is a must read for this year!
"Your goal is not to make money from them or to get them to do what you want, but to fill them with great delight." Guy Kawasaki
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