Archive for March, 2016

The Brand as Publisher Masterplan – Reinventing Content Marketing for the Next Decade

Posted by SimonPenson

[Estimated read time: 20 minutes]

Introduction and background

The how-to process

Setting up your team

Free downloads and help guide


Content marketing has an image problem.

Like all potentially transformational opportunities, the world sees something glistening and jumps in head first to claim a piece of the next “goldmine.”

The ensuing digital gold rush that follows often creates a stampede to be first, rather than best, and normally strategic thinking is usurped and instead replaced with a brain-out approach to delivery.

And in the case of the content marketing revolution, the result has been an outpouring of disconnected content that adds little value and serves very few, leaving many with nothing more than a handful of “failed” content campaigns to show for the effort.

It’s something I see every day, and it is incredibly saddening.

Content marketing, you see, is not the answer to those prayers. It’s simply part of a much broader strategic picture that I call the “Brand as Publisher” play; a reset of the core principles behind the content marketing charge.

This piece is designed to explain precisely how you can take the “Brand as Publisher” approach, what it is, and how it … Read the rest

March 24, 2016  Tags: , , , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

How to Create Content That Earns Engagement, Trust, and Loyalty for Your Brand

Posted by ronell-smith

[Estimated read time: 17 minutes]

A couple of years back, I received a call from the CMO of a small but popular and growing startup about taking on the brand as a content strategist. While I was initially lukewarm to the idea, they were adamant about working together, feeling that I “could help them reach their goals.”

Before hanging up the phone, I asked him to email me the main priority for the onsite content:

“Engaging content (e.g., shares, likes, tweets, etc.),” she wrote.

I thought, I can do engaging.

I reasoned I’d stick with how-to information content, in-depth evergreen content, and maybe a few interviews. In the online marketing vertical, these are what I call “can’t miss elements” for brands looking to create onsite engagement.

But not long after I started working with the brand, I saw some problems that should have been red flags from the beginning:

  • The type of content they wanted for the blog didn’t garner traffic
  • The type of content that did garner traffic didn’t garner engagement
  • When I talked to the CMO, her words were equally confusing: “Conversions are up, but we need to see engagement improve to continue the
  • Read the rest

March 23, 2016  Tags: , , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

Moz Local Industry Report: Who’s Winning Wireless Searches?

Posted by Dr-Pete

[Estimated read time: 8 minutes]

Summary: We analyzed 5 mobile phone buyer searches on Google across 5,000 cities (25,000 total markets) to find the winners and losers in both organic and local pack results. Best Buy dominated organic results and performed well in local searches. Sprint won the local pack results, but disappeared from organic entirely. Carriers Verizon, T-Mobile, and AT&T all performed well, but none covered more than 30% of local search markets.

The wireless industry in the United States is both massive and competitive. According to an IDC report, over 184 million mobile phones were shipped to US customers in 2014, with an estimated 191 million in 2015. The vast majority of consumers, even in 2015, report browsing products online but purchasing in-store (73%, according to PWC’s annual report). This trend may be even more dramatic in the wireless industry, where experts suggest that upwards of 9 out of 10 of all mobile phone purchases in the US still happen in a brick-and-mortar store.

In a competitive environment where most people research phones online but buy them in-store, ranking well in Google search results, especially local results, is critical. Local results can … Read the rest

March 22, 2016  Tags: , , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

How & Why to Build a Basic Gantt Chart for Almost Any Project

Posted by noahlemas

[Estimated read time: 13 minutes]

I had planned on writing about losslessness, about accurate reproduction. I’ve always found it strange that at just about the same time that true losslessness became widely available cheaply, we suddenly seemed to care less about fidelity than ever before. So I had wanted to discuss the Internet’s imminent future, almost undoubtedly VR-based and highly resolution-dependent, and how that vision is slightly at odds with its history of relegating virtually everything to simple, low-resolution, compressed formats.

With the path to writing such a post research and time-intensive, deadline-bound, and rife with potential rabbit holes that could very well result in me unintentionally plumbing the depths of the Internet, I began framing it as though it were typical proposed work — which, for me, means organizing a basic Gantt chart. It’s something I do to frame the projects included in client engagements, beginning even during the proposal stage.

Remind me again what a Gantt chart is…

A Gantt chart is a rather simple matrix of a project’s activities and its associated start dates and deadlines. You’ve seen them but perhaps not known they had a name (activities on … Read the rest

March 21, 2016  Tags: , , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

How to Create 10x Content – Whiteboard Friday

Posted by randfish

[Estimated read time: 8 minutes]

Have you ever actually tried to create 10x content? It’s not easy, is it? Knowing how and where to start can often be the biggest obstacle you’ll face. In today’s Whiteboard Friday, Rand talks about how good, unique content is going to die, and how you can develop your own 10x content to help it along.

How to Create 10x Content Whiteboard

Click on the whiteboard image above to open a high resolution version in a new tab!

Video Transcription

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we’re chatting about how to create 10x content.

Now, for those of you who might need a refresher or who haven’t seen previous Whiteboard Fridays where we’ve talked about 10x content, this is the idea that, because of content saturation, content overload, the idea that there’s just so much in our streams and standing out is so hard, we can’t just say, “Hey, I want to be as good as the top 10 people in the search results for this particular keyword term or phrase.” We have to say, “How can I create something 10 times better than what any of these folks are … Read the rest

March 18, 2016  Tags: , , ,   Posted in: SEO / Traffic / Marketing  No Comments



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