The success of content marketing, as with digital marketing as a whole, is largely dependent on the strategy you choose to run with. When it comes to crafting a content strategy, one common point of contention is whether topical or evergreen content brings the best results.
But as audiences’ content consumption becomes more and more complex, it’s no longer a question of which one to use — finding the right mix between the two has become the more integral pursuit.
Below, we give you a rundown of what each one can do for your brand, its pros and cons, how to create it, and find the right mix.
What Is Topical Content?
Topical content (also referred to as seasonal or timely) is content that provides relevant, timely, and targeted information.
It can be time-based (based on specific seasons like summer) or event-based (Valentine’s, World Cup, St. Patrick’s Day). Despite being most relevant during a specific point in time, both can be planned ahead of time.
The Rise of Ephemeral Content
Last year, an even shorter-lived type of topical content came to prominence, as users shifted to producing and consuming ephemeral content.
In case you‘re unfamiliar with the term, ephemeral content are the Stories you see on platforms like Instagram, Facebook, and Snapchat—those that disappear after 24 hours.
Apart from having the benefits of typical seasonal content (relevance, timeliness), ephemeral content also brings with it a sense of authenticity and exclusivity that an increasing number of people have become inclined towards.
It also touches on audiences’ omnipresent FOMO, which makes clicking on those circles on the top of your feeds even more appealing, since it’ll be gone tomorrow.
What Is Evergreen Content?
In contrast to topical, evergreen content is designed to be always useful and of interest to audiences, and is unlikely to be immediately dated.
The idea behind this type of content is for it to be easily found by search engines, while always being relevant.Evergreen content should:
Address an industry pain point
Include keywords to optimize for search
Always be valuable to a target audience
Have citations and references to build trust
Tips For Creating Content
Now when we know the difference let’s dive in how to create and make use of these different content formats.
Apart from circling dates and events that you can produce content about, planning ahead to ensure that seasonal content is live and indexed before target dates is crucial to timing your content posting perfectly.
As pointed out by The Search Agency, search engine indexation can take time, so merely posting content about the NBA Finals a week before Game 1 may have already led to you missing the crucial window of opportunity.
I suggest that you give yourself around four to six months to strategize about that sweet spot of when to post.
There are tools available that can help you discover when seasonal interests peak and drop. These tools can provide you with information of what your target audience is searching for, and when they’re searching for it.
Google AdWords, for example, helps you find specific queries of your audience, and also allows you to segment the data by date and location.
When it comes to finding seasonal patterns, Google Trends is one of the most helpful tools you can use. By seeing when the search for a particular event (like Father’s Day) begins to gain momentum, falls, and rises back up again, you can get an idea of when best to time the posting of related content.
At first glance, certain events and holidays may not seem apt for certain brands. For instance, while it may not seem like a car maintenance business could pair with Valentine’s Day, content that reminds people to avoid breakdowns during a thoughtfully planned romantic date could get an audience’s attention.
Oreo may not be something you associate with a massive sporting event like the Super Bowl. But Oreo did a clever move during the Super Bowl power outage with their tweet. There are opportunities to be found if you just practice a little creativity. The tweet that said “you can still dunk in the dark” garnered 525 million earned impressions.
Grab their attention
You need to be able to catch, and more importantly, hold on to your audience’s attention within the first few seconds of your ephemeral content.
So if it’s about promoting a special offer, get straight to the point; if it’s a behind the scenes look at an event, let them know what they’re looking at. You have an extremely small window to make your content work for you, make every second count.
The yearning for more authenticity is one of the main reasons users have increasingly leaned towards consuming Stories.
While it’s important to catch their attention right away, you don’t have to worry yourself with overly curated content. Depending on your goals, sometimes, the more personal your content feels like, the more it’ll resonate with your audience.
Choose your topics wisely
You need to make sure that your topics qualify as evergreen. While it may sound simple, there’s bit of creativity required to doing so. This list of 100 evergreen content ideas will help to kickstart your creativity.
Kinsta gives a great example of how this manifests when it comes to an e-commerce site selling furniture. While you may think that writing blogs on specific designs and models, or even reviews on them would count as evergreen, they’re only valuable for as long as those products are available.
Alternatively, if you write a blog on “how to remove stains from a velvet sofa,” it adds to the lifecycle of the topic exponentially. On the same note, use the strategy of unpopular keywords to get even more value.
Buzzsumo, for example, allows you to type in a keyword and find articles related to it according to what’s most shared, trending now, and the backlinks included, among others. The same tools can also be used to analyze how your content is performing, and how to improve them.
Other userful tools: SEMrush and Google Trends. Once you have evergreen content ready, don’t forget to make most of it by sharing it multiple times to your social feeds using Hiplay.
Though evergreen content, by definition, is meant to last far longer than seasonal ones, it doesn’t mean that it shouldn’t be refreshed. This is particularly applicable to the resources you use. Make sure that stats or studies you cite are the most recent ones to ensure that your content stays relevant and valuable to your audience.
Another common issue is what some links or photos that you have used in the evergreen content might expire. You should revisit your posts from time to time and update links where needed.
Pros and Cons Topical ContentPro: Built-in interest
This is one of the main reasons seasonal content is so appealing to marketers. A well-crafted content on the “best summer holiday destinations” will always be something people will be attracted to as they begin to plan their vacations. The “best gadgets under $150,” when posted at the most opportune time, will be something audiences will find interesting as any gift-giving season nears.
Con: Tight competition
Of course, if you think that it’s a good idea to post “Top 10 Takeaways from the World Cup 2018,” an ocean of other people do too. And if you’re going to be running a seasonal campaign, not only is it going to be more expensive; you’re also going to have to deal with the high keyword competition. So if you want to get noticed when you jump on a seasonal bandwagon, you’re going to have to get ultra-creative.
Pro: Attracting new eyeballs
There are certain high-traffic seasons that will inevitably be good for your metrics, particularly if you take the time to properly plan the crafting and launch of your content. It’s a great way to attract new audiences that could potentially come back even when the seasons change.
Con: Trust is another matter
Yes, you might get extra traffic during certain seasons, but that doesn’t mean you’ve truly grown your reach. It takes time to build trust, so you need to make sure that you keep producing valuable content if you want to make those meandering eyeballs keep coming back.
Evergreen contentPro: It lasts longer
By design, evergreen content is meant to last longer than its seasonal counterparts. Compared to a holiday-specific content, there will always be eyeballs looking at updated guides, how to’s, and case studies. And when, for example, an industry development occurs, you can simply add on to the content by updating it.
Con: It doesn’t have traffic spikes
Grow Traffic made a good analogy of how evergreen traffic works—likening it to a long, low, shallow hill, with a steady incline for miles and miles and seemingly no end in sight. While that may be enough for certain marketing goals, it lacks the viral potential of seasonal content.
Pro: Beginner’s content is great
Creating useful evergreen content targeted for beginners is one of the most successful types for lasting content. It will always be valuable for people looking to learn how to use a particular tech and platform (for as long as it’s available).
Con: It’s not the same for expert’s content
When you write content for experts, there’s a good chance that you’ll run out of experts after a certain period of time. You could also come up with content that’s one of three things: perfect (gives even advanced users something to learn and pushes intermediate users to become advanced); too basic (contains knowledge that’s far too common); too advanced (relevant to just a very small audience).
Pro: You can always update it
As noted earlier, the ability to update it pertinent to industry developments will always be advantage of evergreen content. You’re not only able to keep the content relevant, you’re also able to maintain backlinks and existing traffic.
Con: Ideas become harder to come by
Similar to how creating a content that’s too perfect can be detrimental in the long run, having a great evergreen content strategy can also become a disadvantage when brainstorming ideas become more difficult as you produce more content.
Finding The Right Mix
There may be debates about which type of content brings more traffic, but most experts are in agreement that a well-rounded campaign–one that gives off the sense that you have a complete perspective of your audience’s needs and interests–can allow you to reap the benefits of both, while telling the whole story. Here are some excellent guide questions you can ask your team to help you come up with both types of content.
For seasonal ideas: What is broader context? Are there bigger trends behind a topic/event that can be explored? Does this topic/event have a greater impact on the public?
For evergreen ideas: What examples are there that help illustrate the point? How can you translate those ideas into something audiences can relate to?
Answering these questions can lead you to a path to crafting a campaign idea that has enough assets to create the short-term hype and buzz (seasonal content), while having the potential for long-term conversions (evergreen content).
As with all marketing strategies, the key to success is experimenting, measuring, and finding out what works best for you depending on your goals. Whichever type you end up being heavy on, make sure that all content is of high value and quality. This is ultimately what keeps your audiences coming back for more.
TLDR; Hiplay is fully complaint with new Twitter Automation Rules
Twitter has announced new rules on how users and applications can automate their tweets. Twitter prohibits any attempt to use automation for the purposes of posting or disseminating spam. What does this new rule mean for Hiplay users? You do not have to worry – we have built Hiplay in a way that it is fully compliant with the new Twitter rules. But let us explain in more details.
Posting duplicative or substantially similar content, replies, or mentions over multiple accounts you control on Twitter, or creating duplicate or substantially similar accounts, with or without the use of automation, is never allowed.
Twitter has informed developers that they have to make sure app is not posting identical or substantially similar content simultaneously to multiple Twitter accounts. Hiplay was built in a way that you have a separate content library for every social media account. We have heard many times that our users would like to spread the same message between multiple accounts but we have never implemented the change. Looks like it was a good decision. This means you do not need to change anything in your Hiplay content library.
We can confirm that you can continue posting your previous tweets using Hiplay and be compliant with Twitter automation rules. If you want to add the same post to multiple Twitter account content libraries in Hiplay – you can still do so but please edit the post manually to make it look different. You can rephrase, add different hashtags, emojis etc.
What if you happen to have a duplicate post in multiple Hiplay Twitter account content libraries right now? Nothing to worry about. From now on please always edit the post before saving it in the content library. But if you happen to have a few duplicates – you are all good as long as they are not posted at the same time. How to ensure that? Have different posting times for these profiles.
We are sure Twitter is making this change to make a better social networking experience for all of us. Please let us know if you have any questions in the comments section. Happy posting!
One of the most dazzling facts about the social media is just how deeply its success is rooted in basic human behavioral psychology. Sure, from a rational standpoint, vanity metrics such as shares, likes and, comments don’t directly generate any value, however, they do go above and beyond to boost one’s self-esteem and influence the way in which a massive body of demographics thinks and behaves.
For instance, imagine a scenario where two products were displayed on the same Facebook page and one has ten times the likes of its counterparts. Any visitor to the page would automatically assume that this is the product that boasts more sales, when, in reality, it doesn’t have to be so. Still, this example alone more than proves that these ‘vanity metrics’ maybe do have some power over the mindsets of your customers. In other words, despite what their name might be suggesting, they seem to affect more than just vanity of the parties involved.
That being said, it is more than clear that every single social media marketing tactic heavily relies on psychology. Therefore, discovering and exploring these bonds may do wonders for your understanding of how these strategies work, as well as enable you to utilize them more efficiently. All in all, here are some basics.
Why do people share
By making your content more shareable, you can effortlessly expand your reach and get a combination of free-social media promotion and a word of mouth (WOM) recommendation. However, in order to learn how to make your content share-friendly, you must first know why people share, in the first place.
While there are a lot of reasons, there are several major ones that definitely stand out. First of all, people share content they identify with in order to define who they are in the online environment. Next, people tend to share informational videos, especially if they believe it could be of value to someone they are close with or if someone they know might recognize a few of their own beliefs or core values in them. Therefore, making your content relatable might help boost your outreach.
Another benefit of making relatable content lies in the fact that some people share in order to connect with people who feel the same. In other words, they are using your content as the beacon to rally all those like-minded currently in hiding. For this reason, it might be a good idea to be a bit more general, rather than specific, while making your content (in order to cover more ground).
Finally, some people share in order to support a cause. This happens for one of two reasons:
to support a cause they find worthy
to use this as a way of increasing their own engagement and in this way boost their own feeling of self-worth.
For this reason, following latest trends and happenings around the globe might be worth your while. Keep in mind, though, that no matter how counterintuitive this may sound, disasters and controversial topics usually see higher engagement rates than their moderate counterparts.
The sense of belonging
Even though they are supposed to bring people together by default, it is quite easy to feel like you are missing out on something on social networks. By creating a compelling online brand, you can easily drive more and more audience your way and even present your community of clients as a group that your target demographic will want to be associated with.
“Be yourself, everyone else is already taken.” Oscar Wilde
According to experts dealing with custom web design, this starts with an increased online exposure but needs to be followed up with a unique way of standing out. This entails numerous advertising and digital marketing techniques all working together in order to create a homogenous entity of brand and consumers.
A picture is worth 60,000 words
The next thing you should know of is the fact that a human mind has the ability to process an image about 60,000 times faster than a textual content. This is why about 90 percent of all information we receive is visual. Moreover, it is a well-known fact that 8 out of 10 people don’t bother to read past the headlines, which creates a kind of an awkward situation when it comes to content marketing. While some authors suggest that making text skim-friendly may boost these numbers, it is far more efficient to enhance the immersion of the reader with a nice picture.
On the other hand, in the age of mobile devices, you need to make sure that the image you use is properly optimized across various devices. Luckily, this doesn’t take much time and can even be completely automated, provided you find the right digital tools for the job.
Try capturing an emotion
Another thing you should definitely try out is capturing an emotion. You see, one of the reasons why testimonials are so efficient is the fact that it is much easier to put together a face of a smiling, satisfied customer with a great service, than any kind of textual recommendation. This is one of the things you might want to aim for in your content.
Image source whatsyourgrief.com
While it is obvious that this mostly refers to a visual content such as video and image, capturing an emotion in a text is far from impossible. Still, it requires a lot of skill and talent.
One step at a time
Keep in mind that not everyone is ready to become a paying customer right away. You see, the buying cycle has several different stages but it always starts at the same place. The first impression that your brand makes on them needs to be as positive as possible. Furthermore, in order to get one foot in the door, without startling them off with a hard-sell approach, you might want to present your audience with an opportunity to make a small commitment before they are ready to make a major one. Luckily for you, social media is filled with such opportunities, seeing as how liking, commenting and following takes no effort whatsoever.
At the end of the day, there are many other secrets you could exploit. Some honorable mentions are using influencers to emulate gratification from your client’s superiors or using storytelling techniques to win your clients over. Regardless of what approach you decide to take; you need to keep in mind that the key to a successful social media marketing campaign lies in appealing to the emotional (rather than rational) side of your audience’s mind. As Maya Angelou once said: “People will forget what you said, people will forget what you did, but people will never forget how you made them feel”. Needless to say, this inspirational quote needs to be a core principle of any successful social media marketing campaign.
Social media marketing seems to be something very common for you. Right? Well, why shouldn’t it be even? Almost 7 out of every 10 companies in the United States of America are opting for social media as a prominent platform to market their businesses.
And, when it comes to various such social media networks like Facebook, Twitter, Instagram, Snapchat etc., the first one holds an utmost importance. Yes! I am talking about Facebook. A buzzing name that almost every individual in the society is aware of nowadays. There are almost no less than one billion Facebook users in the world.
Moreover, just a few years ago, there has been a promising addition to the Facebook. And, that is nothing but the Facebook Messenger through which you usually have personal communications with your friends.
But, for the businesses, the Messenger is a lot more than just a messaging app. It came up as a significant opportunity for every genre of business to communicate with their prospective and potential customers while adding a yet more personal touch.
I am here to share some effective Facebook Messenger marketing strategy hacks that could further help you boost up your business. Just take a glance over!
1. Put Ads on the Messenger
In 2016, Facebook rolled out Messenger ads. And, no doubt, there was a genuine reason behind that. Want to know what? Then, just check out the chart underneath from Business Insider and you would certainly get a clear idea.It is evident from the aforementioned graph that the use of four messaging apps by the users has passed off the use of four social networking apps. In the contemporary times, almost more than 1 billion people are using Facebook Messenger.
So, if you put up your ads relevant to the products or services that you want to sell in such a buzzing messaging app (of course, Facebook Messenger!) then those advertisements would have better chances of being viewed by a huge number of your customers.
Also, there are two kinds of Facebook Messenger ads that you can go for. Want to know about them? Then, just read ahead!
You can post such ads in the news feed section. If you intend to create them on Ads Manager then you would find an option for destination ads at the ad level. Although it looks like a normal ad, still you can add images, slideshow, facebook video. When customers would click such ad links then they will be redirected to a Facebook message.
Sponsored ads directly appear inside the inbox of the Facebook Messenger. You can send the lucrative promotional messages to your prospective customers through such ads. If you want to create such a marketing campaign for your business in Power Editor then you would find this option at the ad set level. Also, don’t forget to include images and links while setting up a real message for an extra push.
This type of ad is a simple and effective way to promote your presence on Messenger. It allows the advertiser to build personal connections with their customers. Find a more detailed explanation how to create this ad. And don’t forget to take the audience-first approach when you create your ad.
2. Make use of Messenger Auto reply
Just because the internet and your website never sleep doesn’t mean that your company would be able to remain online 24×7. Right? But, at the same time, you wouldn’t even like to lose your probable customers because of any communication gap.
So, why don’t you opt for the ‘Response Assistant’ feature of Facebook? This can be a great add-on to your facebook Messenger marketing strategy. It would continuously provide you with the facility of using auto response. And, the best of this attribute of Facebook Messenger is that you can customize your message up to almost 250 characters.
So, through such a feature, you can direct your customers to call you back or email you whenever they have any query and you are not available.
How to set up Response Assistant
Just take the following strides to set up an autoreply:
Go to ‘Facebook’s Settings’ followed by messaging and then opt for ‘Response Assistant’.
Well, it is a yet another appealing way to approach potential customers on Facebook. You can entice your customers with bots through the following three possible ways:
Use Facebook Page which has the bots as they are by default available in the Facebook system. If you want to access the bot of any specific page then simply proceed towards any of your desired Facebook Page and hit the ‘Message’.
Communicate with the bots through URL as every single one of them is composed of the same.
Quick Response Code is extremely effective for personal marketing approaches. If you want to scan a code then visit the ‘People’ tab in the Messenger and then click ‘Scan Code’.
Sephora used Messenger bot with conversational interface. It allows people to tell the bot which store location and service they want and then instantly receive the closest dates and times. This helped to increase booking rate by 11%. Are you convinced that bots are worth to be included in your Facebook Messenger marketing strategy?
Well, these are the three most effective Facebook Messenger marketing strategy hacks through which you can boost up the social media marketing strategy for your business. But, apart from these three aspects, there are a couple of more advantageous approaches available which are worth opting for.
For example, you can use Facebook Messenger to identify the really profitable customers for yourself, and use CRM to provide a better customer service through Facebook Messenger.
So, now I would wind up this engaging article which I hope has helped you to understand how to operate Facebook Messenger perfectly and gain fruitful results for your business.
Last but not the least, just opt for these potential Facebook Messenger marketing strategy approaches and your business would certainly go up to the next level!!
Professionals know that audience is getting smart. Those days are gone when you can drive sales through fake reviews and testimonials. Now, it is more about giving the first-hand experience to the people to generate an authentic response. For this, having the right audience-first approach is imperative by the marketing team. And especially the content creators or writers who are responsible of the entire content based branding of your product or company.
Engaging the right audience with your content is the motive behind every word that a writer writes. Getting the share in the limited attention span of the viewer and making them read the whole article is not an easy job. However, with the right knowledge, everything is possible.
Sound like one of them
The purpose of creating content is to make your audience trust you. So the important question is how to be trustworthy? “Recent studies show that when a person looks similar to ourselves, we automatically believe they are trustworthy,” says professor Manos Tsakiris. Here the audience-first approach comes in.
That is why it is always better to sound like someone from your audience. Help your potential customers relate to the brand message. All the fancy words and creative punchlines can make your copy good, but it will only help in a short term.
Dove understands that all the thin supermodels in the ads are usually not the target audience. So they tried the different approach in their adds. This strategy payed off and company received a lot of attention.
You have to present your brand in those words which a non-specialist would describe what you do or sell. You have to read the mindset of the audience first before writing something for them. Buyer persona can help to understand your audience better.
Identify drop-off points
The attention span of the audience is shrinking every day and they drop-off easily. That is why knowing their exit points is necessary for the writers of this era. Otherwise the traffic you worked so hard to attract is wasted.
This is something that you can learn by exploring your web page analytics. By looking at bounce rate and exit rate you can easily flag problem pages within a site. Here is a detailed explanation on how to do the analysis yourself.
You have to find out what are the things that you are missing in your content. Use the audience-first approach to identify what are their needs that you are not fulfilling and why they are not finding your content engaging enough. Addressing these questions can help you create better content.
Light up the beacon
Every person has the rational and irrational side of mind. There are ways to silent the rational side of mind of the customer if you are looking for the impulse-buyers. The best one of those ways is to light up the beacon for them by including an expert or someone on which audience can trust. This is why the influencer marketing is such a big thing these days.
If you want to sell cosmetics, you can add some quotes and reviews from the public person that your potential customers trust and recognise. The audience still requires advice and accept tips from the expert. Use this attribute of your market smartly in your content.
Find the trigger points
Every society has its trigger points. For this, you have to gain the insights of your audience which information they are looking for. This is also a good way to jump on a hot news and incorporate your brand message. For example, one Lithuanian restaurant reacted to American president election with a graffiti. It was a brave move. But it was well received by their audience and even mentioned in BBC, Times, Washington Post and other important news sites.
Being a writer, all you have to do is to find what people are searching for and associating it with your product. Incorporate those trigging points in your content and see the magic happen.
Today’s marketers are jacks of all trades. This is exactly why we heavily depend on the tools we use. Whether we’re keeping track of our data or maximizing our social networking efforts, relying on the right set of tools means not only saving time, but also maintaining our clear minds.
However, today’s digital marketing landscape is changing at an astonishing rate and the number of tools to discover is constantly rising. Sometimes, it’s pretty difficult to keep pace with them all. For me as a digital marketer, this is one of the most common problems I face. This is exactly why I decided to make a list of tools that might come in handy for both newbies and digital marketing veterans.
Let’s check them out!
Content is the backbone of your digital marketing strategy and that’s why it needs to be done right. To deliver well-optimized content that engages, you need to keep up with the shifts in your niche, give intelligent insights into trending topics, and answer popular questions. However, to create easily digestible content that resonates with your audience, you need to make it visually appealing.
As I don’t have any graphic design experience, I always go with simple tools that help me select and edit my photos like a pro. When it comes to choosing images, Burst is a personal favorite because of the ease of search and the number of high quality and authentic images that cannot be found on other free stock photo sites. Most importantly, it’s free.
Another free tool I’d like to mention is Canva, which is my ultimate resource for content creation. With this design tool, you can either polish up the photos you already have or design brand new ones. Based on super easy drag-and-drop features, it arms you a wide range of easily customized templates, fancy fonts, and custom image sizes for basically every social networking channel.
Sharing relevant content strategically through the right communication channels is imperative for any digital marketer who wants to stay relevant. Only this way can you keep up with your competitors and reach as much of your target readers as possible. However, we don’t always have time to fill our content calendars with authentic posts we create on our own. This is exactly when content curation steps in. And, to make the most of it, you need to have the right content curation tool on hand.
I’ve been using Feedly for some time now, especially because it helps me automate the process of content curation. Here is how. First, charged with RSS feed, this tool curates content around specific keywords, topics, and domains. Second, it helps you monitor various blogs you are interested in, collecting all their recent posts into a feed you can easily monitor. Apart from arranging content into easy-to-read sections, you can also flag it to and read it later. Finally, it helps you follow the industry influencers so you can stay on top of the trending conversations and deliver content based on them. The only downside of Feedly is that it doesn’t pull images.
Off-Page Backlink Analysis
Old school SEO was focused on the backlink quantity, but today, it goes much deeper than this. Modern off-page SEO is all about the quality and relevance of backlinks. Based on a number of quality links leading to your content, Google will determine how good your site and content are. This is exactly why off-page backlink analysis is fundamental to your SEO strategy. There is a plethora of amazing tools you could use, from Majestic to SEMrush, but for me, Ahrefs is one and only.
With their Backlink Checker, you can easily track backlink growth, see a total number of backlinks and their types (dofollow/nofollow, inbound/outbound, broken links, etc.) and referring domains. You can also analyze anchor texts to see how your competitors optimize their backlink profiles, as well as disavow any spammy links, and export the data you get into PDF or CSV files.
Collaboration between team members directly impacts the outcome of any task or project. This is exactly why all digital marketers need to invest in uninterrupted communication and data sharing. There is an abundance of team collaboration tools, and one of the most popular ones is Slack.
The reason why this tool has won my heart is its ease of use. It offers instant messaging, simple data sharing, and well-crafted message search options. Most importantly, it is integrated with a wide range of marketing, project management, office management, sales, productivity, communication, design, and developer tools, enabling you to keep track of every aspect of your marketing campaign and focus on what really matters.
Client reporting is the nerve center of fortifying relationships with your clients. However, I must admit that those marketers that decide to collect and organize all their data and write extensive reports manually are more than brave. They are true heroes. For me, on the other hand, client reporting is synonymous with Reportz.
This intuitive tool helps me keep track of only those metrics important to me at the given moment and create my own, customized dashboards, combining the widgets from various platforms. When choosing a reporting tool, you should also take the visual appeal of your reports into consideration. Every quality reporting tool gives you the opportunity to personalize your reports by selecting a dashboard URL, adding your logo, and choosing the font type and colors.
Social Media Ads
Sometimes, organic social media traffic is not enough for you to make a sound social media marketing campaign. With paid social media tools, you will manage to get your brand in front of a massive community of active users you’d otherwise be unable to market to.
For me, Facebook Power Editor, a platform for building and running advanced advertising campaigns, is easily one of the best social media marketing tools. Facebook is constantly improving it and adding an abundance of amazing advanced features. For instance, you can manage multiple ads at once, monitor their performance, create custom reports, and target a specific group of people. Most importantly, as this is Facebook’s own tool, you don’t have to pay any third-party fees to create and manage your Facebook ads.
Additionally, I’d also recommend you to advertise through Twitter Native Platform, especially if you’re targeting mobile users. According to some recent stats, 86% of Twitter’s ad budget comes from mobile devices. This platform offers some amazing features, such as keyword targeting. Put simply, whenever a user tweets something or comments on a tweet using a specific phrase, they will be targeted.
Email marketing is still one of the most effective and profitable digital marketing practices in terms of ROI. However, to make the most of this technique, you need to automate it. I’ve used a myriad of email marketing tools so far, but MailChimp is definitely my go-to tool for creating email marketing campaigns.
The fact that over 250 billion emails were sent via MailChimp last year makes it an absolute winner in the email marketing ecosystem. What I love about this platform the most it’s its usability and customizable prices, depending on the size of your email list. Apart from paid versions, they also offer a “forever free” plan, which may be an amazing starting point for inexperienced marketers that are just getting familiar with the basics of email marketing.
To Wrap it Up
“A tool is only as good as its user,” they say. In this case, it seems that users are only as good as their tools. Hopefully, this brief guide will help you choose the right set of tools and take your digital marketing strategy to a whole new level.
Which tools do you use in your marketing strategy?
Every class has an unpopular, almost invisible nerd who becomes famous later in life as a CEO of a large company or a Hollywood celebrity. The same happens in SEO. Unpopular keywords with a low search volume can get the ball rolling to a degree when prospects will flow to your site like flies to honey.
Would you like to drive that customer flow to your site? Well… who doesn’t. In this article I want to show you how underestimated long-tail keywords can help you create the content in high demand.
What Are Long-Tail Keywords All About?
Most definitions say that a long-tail keyword starts from 3 words, but the length is not the metric to focus on. What makes a keyword long-tail is its specificity, as well as a low search volume. The latter depends on the niche, but on the average it’s around 30-70 searches per month.
Don’t let this small number confuse you. While the search volume of an individual long-tail keyword is low, the collective volume can be quite high. That’s because people usually type in a certain query using different yet closely related phrases.
According to the analysis of 1.4 billion keywords, over 96% of Google queries in the US have less then 50 monthly searches, which means they are long-tail keywords. It’s simple logic that 96% is much more than the remaining 3%.
How Well Is Google Disposed to Long-Tail Keywords?
Over the years, Google has evolutionized from a caveman to an intelligent person. While a decade ago you had to clutter your copy with exact match keywords all over the place, today the engine recognizes the relation between words. Logically, if a page is relevant for a certain keyword, it is relevant for its synonyms as well.
Let’s say I need a new site and am looking for the “best WordPress templates” to build it with. When I type this keyword in the search bar, here’s what I see.
None of the top search results have the keyword “templates.” Neither in the title, nor in the meta description. And if you click on the blog post in the featured snippet, i.e. a section above Top10, you’ll see that its content body lacks the keyword too. But it still outruns posts that do have that keyword.
Instead of “templates,” all these examples have a similar word “themes.” It proves that Google understands synonyms now and knows “themes” and “templates” mean the same in the given context. That way, your page can rank for many keyword variations without being optimized for all of them.
How Smart Is Google to Understand Long-Tail Keywords?
The short answer is very smart, especially after launching Hummingbird as a reward for fair players in content writing. I mean those who wrote in-depth, meaningful articles without stuffing zillion exact match keywords into them. Due to awful readability, that keyword stuffing drove readers so mad. In August 2013, Google downgraded short, keyword-stuffed posts and raised longer articles with no keyword abuse to the top.
With the launch of Hummingbird, Google has become a brainy fellow understanding not only separate words, but also the context around them. The engine determines what web users want to find with their search queries. Before writing a post, you should think about how it can address people’s needs and solve their problems.
Let’s say you work at a company developing WordPress themes and need to promote them. Your target audience are people who need to create a site to spread the word about their products and services online. The thing is a lot of them don’t even know about the existence of ready-made themes or what WordPress is. How can they ask Google something they don’t know about?
Instead of focusing on “WordPress themes,” think about what your product can do to prospects:
create a site from scratch;
order a ready-to-use website;
software to build a site yourself.
Note that long-tail keywords are effective conversion boosters. Typing a long query in Google, people know exactly what they want and thus are more willing to get it once they find it. That’s what SEOs call the “user intent.”
That’s enough for theory. Now it’s time for practice.
How to Generate Long-Tail Keyword Ideas
Let me share several gold mines that I use myself to come up with long-tail keyword ideas.
Google Autocomplete & Related Searches
Google is your first assistant in finding long-tail keywords. It has a handy feature of automatic keyword completion. Start typing your query in the search bar, and the engine will show you its long-tail variations.
Next, scroll down to the bottom of search results. There, you’ll see a section “Searches related to…” with close variations of your target keyword.
To dig even deeper, you can click on one of the keywords from that section, and scroll down to the bottom of search results once again. There, you’ll find even more specific keywords for your topic.
Q&A Sites and Forums
If someone asks questions on Quora and forums, they probably couldn’t find relevant information in Google. That’s a perfect opportunity for you to be the first who covers that topic and get a step higher than your competitors.
To find forums related to your niche, enter the following combinations in Google:
“your keyword” + “forum”
“your keyword” + “board”
“your keyword” + “discussions”
Soovle is a free tool showing keyword suggestions from 7 different places at once. They include Google, Bing, Yahoo, Wikipedia, Amazon, YouTube, and Answers.com. You can download the results as a CSV file for convenience.
Ubersuggest is my top choice due to a huge keyword database. Its alphabetic structure makes it easy to navigate across multiple ideas. Thanks to the “Expand Keyword” option, you can see even longer variations of the chosen keyword.
Answer The Public will help you find question-based long tail keywords. That way, you will learn what people ask Google about your topic and get a better idea of their search intents.
Ahrefs Keywords Explorer
The tools listed above give just keyword ideas. The problem is you don’t know whether those ideas actually work. To find tried and tested keywords that do bring traffic, take a sneaky peek at your competitors. I mean sites that already rank in Top10 for your target keyword.
Ahrefs Keywords Explorer has a great feature for such a purpose – SERP checker. It can show you how many keywords your competitor’s page ranks for, the keyword bringing it most traffic and its monthly search volume. To see the full picture, click on the keyword number.
On click, you’ll enter the Site Explorer with all the organic keywords of the chosen page. There are a few additional options to make your keyword choice easier.
Filter your results by their search volume to find long-tail keywords.
Sort your results to explore keywords by the following factors:
difficulty to find keywords, for which it will be easier to rank in Top10;
volume to see how many times people search for a certain query per month;
traffic to learn how many visitors a specified keyword brought to your competitor;
position to check what place your competitor takes in SERP by that keyword.
How to Choose the Right Keywords from Lots of Similar Options
After making a thorough research, you will come up with hundreds of keywords. Of course, you can’t shove them all in a single post. The world didn’t see such an epic spam even in the days when Google didn’t fight with keyword abuse.
The next thing to do is to group all the keywords into subtopics and filter out those that are pretty much the same. As a result, you will have around 10-20 keywords, but will be able to rank for hundreds!
For example, keywords listed above differ in the verb form (create / creating), prepositions, articles, and other unimportant stuff that Google doesn’t care about anymore. So, choose only one of them (preferably the “how-to” variation).
How to Use Long-Tail Keywords in Your Post
The most efficient way to go is to write an exhaustive article using long-tail keywords as subheadings (H2 and H3). Cover each subtopic in detail, giving answers to the main questions your target audience can have.
Speaking about creating websites, you may create a keyword list like this:
how to create a business website (tips and tutorials);
website builders for small businesses (tools to create a site with);
examples of small business websites (for inspiration) and so on.
Sometimes, you don’t even have to pick keywords on purpose. If you cover your topic in depth, they will appear in your post naturally. Today, it’s all about content optimization rather than keyword optimization.
How to Follow up Your Long-Tail Keyword Research
Once you complete your post, you can’t just sit back and expect tons of traffic. That would be too easy. Next, build links to it and promote via the major marketing channels like social networks.
The research of 2 million keywords shows that backlinks have much higher correlation with Google rankings than keywords. So, it makes sense to reach out to third-party sites and get links from them.
Important Note! Don’t deal with spammy content mills, as they will do nothing but harm you. Instead, try to get backlinks from authoritative sites with a high domain rating. You can track this metric in your browser using this free SEO toolbar.
As a rule, high-quality content earns backlinks naturally. People will refer to your articles without your involvement if they find a lot of useful info there. Your ultimate goal must be content quality, not keywords.
Social Media Promotion
Social media is the second most populous place after Google, where your target audience hangs out. So, make sure you promote your post there besides link building.
Here’s an interesting finding. The more social media interactions an article has, the higher it ranks in SERP. This is what the study of 23 million social shares by cognitiveSEO found out.
Tip for evergreen content curators! As new people follow you on Twitter or Facebook, they are unlikely to scroll down too long to see what was posted a few months ago. However, that info may still be timely. Hiplay will let you bring it into view of new followers automatically. With this service, you can create a library of evergreen posts to share multiple times on a schedule.
Targeting a single long-tail keyword will probably get you nowhere. But when you combine it with more variations, build links, and promote your post on social media, your long-tail strategy will work.
Do you have any other suggestions on how to research long-tail keywords? Feel free to share them in the section of comments.