In the early days of the Internet, text was the predominant medium through which information was shared with the masses. In a time before broadband connections, HD videos and even Facebook, the Web was more about functionality than style. While these technical limitations made for a lackluster user experience, they did create a solid blueprint for today’s Internet.
When the Web was ruled by text and rudimentary HTML code, pages had to be coded very efficiently in order to load quickly and images and videos were simply out of the question. Although text still plays a crucial role in the modern Internet, technological advancements have placed multimedia and rich content front-and-center.
A Tale of Two Browsers: From Mosaic to Chrome – The Evolution of Digital Content
A Changing of the Guard
As YouTube, Pinterest and other popular sites geared toward images and videos continue to grow, the focus has begun to shift away from text as the primary form of content on the Internet. Today, virtually every website utilizes extensive imagery or video content to engage audiences. Social networks are certainly no exception.
In fact, social media posts or tweets containing images or videos are more likely to be shared or “liked” than those exclusively comprised of text. The bottom line is – rich content is the key to a more effective Social Media marketing strategy.
How to Engage Your Audience with Photos & Videos
Though I specifically cited YouTube and Pinterest as “media-focused” networks, other social profiles can equally benefit from rich content. Facebook, Twitter, Google+ and LinkedIn have all recently added enhanced video and photo integration capabilities for user and business profiles. This functionality allows users to more easily display rich and engaging content.
However, it is always important to consider your audience. When creating new rich content, first ask yourself if your consumers would find it helpful or intriguing. Originality, creativity and even humor are all elements of successful content. Keep it relevant, fun and informative. Developing infographics, instructional videos, customer testimonials and new or upcoming product photos are all engaging ways to reach your social following.
Every successful Social Media Optimization and Marketing campaign begins with delivering quality content to your followers. By offering up unique, captivating videos and images as part of your content strategy, you’re well on your way to Social Media success!
Want to learn how to get even more from your Social Media marketing campaign? Ask our Experts or share your thoughts in the comments below!
Managing your brand on the Web is critical and even the strategies you employ to market your organization can influence your consumers. The evolution of SEO has made quality a priority and has also greatly reduced the success rate of “black hat” search engine optimization campaigns.
Why has Google cracked down on unethical tactics? While there are several definitive (and largely correct) answers to this question, the primary reason is often cited to be disruption of the user experience. Often times, strategies such as keyword stuffing or spun articles are an eyesore to users (and potential consumers) that may be looking for relevant and useful information.
Today, these not only impact rankings, but they can also lead to negative reviews and complaints from disappointed readers.
Online marketing firms such as WebiMax have weathered the Panda and Penguin updates and emphasize quality and originality when developing content. By applying our knowledge and philosophies to our client’s campaigns, we have avoided complaints related to low-quality content or other black hat tactics.
It is essential for every business to understand the importance of quality within digital marketing and that “cutting corners” can lead to serious reputation concerns. Designing an SEO campaign with a strong focus on proven “best practices” will help to protect your brand from damaging user-generated content and diminished revenue.
What are your thoughts on White Hat vs. Black Hat SEO? Give us your feedback in the comments below or send your Tweets to @WebiMax!
A common concern (or more accurately, misconception) amongst business owners is that Internet marketing is an unquantifiable or even abstract enterprise. Although any SEO would vehemently disagree and offer up a plethora of resources which serve to disprove such claims; there are still doubters.
So, how exactly does one measure the ROI of search engine optimization, social media marketing, public relations or any other aspect of online marketing? It all comes back to where SEO began – Google.
Before Google Analytics was first unveiled in 2005, there were only a handful of third-party traffic and conversion statistics reporting tools available on the Web. While some of these proved to be fairly effective, none have quite lived up to Google’s proprietary service. In fact, Google Analytics remains the most widely-used application of its kind to this day.
An SEO’s Best Friend: The Google Analytics Dashboard
Not only does Analytics provide advanced functionality for experts, but it delivers viable real-time data that business owners can understand and use to get more from their site and improve their bottom line. By tracking traffic sources, gathering visitor data and learning which pages on your site are receiving the most views, you’re able to not only improve conversion rates, but easily re-strategize your entire online marketing plan with relative ease, as well.
The Winds of Change
Traditional marketing and advertising initiatives are still effective for many businesses; however, determining the cost-benefit of these efforts is still a difficult process. Today, even some of the world’s largest and most recognized companies have turned to the Internet to increase their sales and utilize Analytics to boost their lead generation and conversion optimization efforts.
As more brands begin to hop on the digital marketing bandwagon, traffic and conversion reporting has become an even more valuable asset. With Google firmly maintaining its position at the forefront of the analytics game, the search engine that started it all is bringing it all back home by offering one of the single most useful tools for businesses.
Thanks to resources such as Google Analytics, much of the skepticism surrounding Search Engine Optimization is beginning to dwindle. With statistics reporting and tracking tools providing solid facts and definitive data to back the claims of marketers, one thing is evident – a strong online marketing plan is a necessity for virtually every business.
In many of my previous posts here on WebiMax.com, I’ve discussed the importance of content. Blog posts, press releases, videos, images and other forms of media on the Web can not only drive traffic to your site; but enhance your brand’s overall reputation, visibility and earning potential as well.
Speaking of blogs, I read a great post on Search Engine Journal earlier today (thanks for sharing, Patty!) which offered some useful insights on how to maximize the value of content. Of course, social sharing is essential, but content optimization goes far beyond that. By repurposing text-based content as videos, podcasts or even PowerPoint presentations, you are able to reach a broader audience while simultaneously improving SEO performance.
While I do agree that it is critical to get the most from your content; my own strategy varies slightly from the one Marcela outlined in the aforementioned SEJ article. The fundamentals remain the same; however, my emphasis on original (yet, supplemental) content provides a more comprehensive experience which incentivizes the user/reader/viewer to remain engaged.
In order to simplify my approach to content marketing, I’ve streamlined it into two phases – Creation and Promotion:
Begin with mapping out one BIG content blueprint. What story or topic is relevant to your brand, interesting to your audience and easily expanded upon? This framework will tell a complete story, but in a somewhat “segmented” fashion.
Start with the basics – a blog post. Although every blog should tell a complete story, it’s important to always leave an opportunity for your audience to interact and remain flexible enough to create unique supplemental content to continue the conversation of the blog across other mediums.
Follow the blog post with a video, podcast or an infographic. While the subject matter should be related, these should also work as standalone content. This will ensure that your audience remains engaged regardless of which “piece” of the content they discover first. Naturally, all of this content can be utilized cohesively, but originality is a must!
After you’ve created several pieces of unique content around a central topic, it’s time to get them online and promote!
Social media is a powerful promotional tool, but there are other options which marketers and business owners have been utilizing recently. Sponsored content placement, PR and digital video advertising are proving to be effective ways to market content across multiple platforms and reach a more diverse audience, as well.
By developing a tiered approach to content creation and marketing, you’re not only able to increase the long-term viability of the content itself, but generate greater brand awareness and an improved user experience for your consumers or clients.
Share your content marketing success stories in the comments below and be sure to follow us on Twitter for more content tips: @WebiMax
On February 19th, WebiMax’s Danelsy Medrano will be presenting the “Internet Marketing 101″ Webinar from the Greater Philadelphia Chamber of Commerce in Philadelphia, PA.
While registrations are still open, space is limited both at the event and via WebEx conference, so click here to register now for an informative look into the present and future of Internet marketing and how these strategies can help bring more revenue to your business!
Date: February 19, 2013
Registration from 8:00AM – 8:30AM
Program: 8:30AM – 10:00AM
Location: Greater Philadelphia Chamber of Commerce
200 S. Broad St. Suite 700
Philadelphia, PA 19102-3813
To register: http://lp.webimax.com/internet-marketing-101/
Over the last few months, an interesting trend has occurred on the world’s largest video sharing network and Google subsidiary, YouTube. While the primary ranking factor for YouTube search results used to be video view count, audience retention is now the most important component in determining a video’s position in the YouTube SERPs.
Why the Change?
Lately, Google’s been emphasizing quality and relevancy over quantity and this goes beyond universal search results. Major algorithm updates such as Penguin and Panda affected more than 3% of all search queries and were intended to improve the accuracy of results by delivering pages which were designed for the reader, not the robots.
Now, this focus on quality has made its way to YouTube and taken precedence over video views, which are counted regardless of the bounce rate from the page and content itself. Until recently, if a user watched less than ten seconds of a five minute-long video, that view (or lack thereof) was still counted and influenced its ranking. The move toward audience retention as a primary ranking factor helps to ensure that the video is more engaging and relevant, as the viewer is staying on the page for a majority of the video’s duration.
Creating Content with Audience Retention in Mind
Today, multimedia plays an integral role in a majority of successful marketing and advertising campaigns. With many businesses utilizing video as a promotional tool and YouTube as their primary (or only) hosting platform, it is important to understand how to get the most from that content.
When developing your own video content, ask yourself:
- “Would I want to watch this video?”
- “Do the titles/keyword/description accurately define the content itself?”
- “What can I do to improve this video?”
All content, whether it is text, video or otherwise, must be designed with quality in mind. In marketing, it is essential to not only raise awareness about your brand and increase its visibility, but to captivate your audience and motivate them to take a genuine interest in your products or service offerings.
While video content is a useful resource within marketing and advertising campaigns, it must be developed with a strong emphasis on quality in order to be truly effective.
What are you doing to get more value from your YouTube videos? Share your thoughts with me at firstname.lastname@example.org or leave a comment below!