Three Reasons Your Content isn't Getting Results

Three Reasons Your Content isn't Getting Results

A common misconception is that content marketing is simple – anyone can do it. You write content and then you distribute it. Pretty straightforward, right? Unfortunately not. Content marketing is strategic. It is complicated. It is an art. It is a science. And, if done correctly, it is the thing that will completely transform your business, your client base and your reputation for the better. 

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Zero to Hero: How to Get Your Team Motivated

Zero to Hero: How to Get Your Team Motivated

When it comes to defeating the January ‘back-to-work’ blues, team leaders have their work cut out for them! Take it from us; we know all about what it means to rely on copious amounts of caffeine to get through the first few days (read weeks) of a new routine! However, while we spend our days looking at flight specials to tropical islands, we’re aware of the fact that we’ve got to fall back into ‘work-mode’ sooner or later.

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Location-based marketing, how to make it work for your business

Location-based marketing, how to make it work for your business

 Consumers are turning to their mobile devices more and more to search for their favourite restaurant, local pub or shopping centre. With smartphone usage and technology having grown increasingly more sophisticated, location-based marketing is all the hype at the moment. The question is, what exactly is location-based marketing and how can companies benefit from it?

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SEO Forecasts for 2016

SEO Forecasts for 2016

There is no doubt about the fact that Google has thrown many a spanner in the works in the form of complicated algorithm updates this year. If the infamous ‘Mobilegeddon’ wasn’t enough, towards the end of October, Google made another shock announcement by informing the world that it has been using a machine-learning artificial intelligence system called “RankBrain” to help sort through its search results – and that this has been going on for a while. For those who have been dedicated in terms of their SEO efforts, this is actually great news.

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The Difference between Mobile Compatibility and Optimisation

The Difference between Mobile Compatibility and Optimisation

In today’s market, the chances of getting by without a mobile-friendly website are pretty slim, especially if you’re trying to make an impression, or sell a service or a product. However, there are pockets of entrepreneurs that don’t understand the concept, let alone the importance thereof. After all, how can we expect those who are not part of our industry to understand when the lines between mobile compatibility and optimisation are blurred?

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YouTube Red - Joe Pulizzi at The Content Marketing Institute

A Note from Joe Pulizzi at CMI

And Social Media Taketh Away

Have you heard about YouTube’s new Red subscription program? YouTube Red is the company's answer to Netflix, Hulu, and every other paid video content service (it will be offered at about $10 per month and will include premium + regular YouTube content — without ads).

TechCrunch reported last week that YouTube approached all its “partner” creators (people who generate advertising royalties from their YouTube pages) with an “offer they couldn’t refuse.” Basically, if the partners don't sign a new agreement to license their content on Red (at a 55% royalty rate), YouTube will make their content private.

Just think about that. Let’s say you had a million subscribers on YouTube, or even a thousand. What choice would you really have? Would you just flush those assets down the toilet?

Here’s the cold, hard truth: Your YouTube videos are not your assets. They are YouTube’s assets. You don’t own those subscriber connections — YouTube does. We’ve seen this happen before — and very recently. After Facebook’s latest algorithm change, how much of your content on Facebook are your fans really seeing? And after LinkedIn redesigned its groups? And after Twitter took away its tweet counts so you have to pay for its API? And after SlideShare moved from free leads to paid leads? And… well, don’t get me started about Google+…

I don’t have any problem with YouTube, or any other social media platform, making changes like this. It’s perfectly within their rights to make any business decision they feel will drive revenues or profits.

But you don’t have to play their games. Facebook, Twitter, LinkedIn, and now YouTube. They are changing the rules all the time, now; and they are doing so with alarming speed. Expect them to keep making more of these changes.

The prescription? I would start every morning with the possibility that your social media platform of choice could disappear at any moment. Use it now, and extract as much value as you can from each platform, but understand that the rules can, and will, most definitely change.

Don’t build your content house on rented land. Instead, consider building on a more stable, reliable foundation, such as a content program that drives subscriber growth.

Yours in content,

Joe Pulizzi
Founder
Content Marketing Institute

Your Content Marketing Strategy: Why Social Media is Key

Your Content Marketing Strategy: Why Social Media is Key

Social media marketing and content marketing are no longer two separate entities. Instead, they have come together in order to create an even more powerful and far-reaching platform for businesses all over the globe, providing them with an opportunity to completely transform the way in which they communicate with clients.

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Writing Meta Descriptions: A How-To Guide

Writing Meta Descriptions: A How-To Guide

Now that you know what metadata is (if you missed it, here’s what you need to know about Metadata); it’s time to learn how to write Meta descriptions like a pro! The Meta descriptions for each page of your site will draw up a little paragraph describing that page when your site shows up in search results. Here’s a quick image to show you how your meta-description is displayed to internet users.

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Keywords: Do They Matter?

Keywords: Do They Matter?

Back in the day, reaching the number one spot on Google was a very simple process indeed – use as many keywords as possible, wherever possible. Over the years, as Google has transformed and become a lot more sophisticated, this has changed rather drastically. Now, instead of being the key to achieving higher rankings, keyword stuffing actually works against you, causing your website to plummet in terms of search results. With this in mind, the question is – are keywords even relevant anymore? We've done some investigation

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