Programmatic Delivery: The Future of Content Marketing and Promotion?

Posted by SimonPenson

Content promotion is hard. Disparate audiences and an ever-growing proliferation of channels to reach them through has made the life of a content marketer incredibly tough.

What would you say, however, if there was a single solution to reaching EXACTLY the right people at exactly the right time, across any and every channel in real time?

It may sound like a pie-in-the-sky opportunity but the reality is such an option is actually very, very close. In fact, for some it already exists.

That option is ‘programmatic.’

Although still in its infancy from a content perspective, the technology and methodology behind it offers massive potential for the world of content marketing, and even SEO.

So, what is programmatic?

For those not fluent in the often complex and seemingly inaccessible world of programmatic and its associated buzzwords and acronyms, let’s go back to the basics for a second.

Programmatic is a term used to describe the buying of advertising using software and algorithms.

It’s something that is currently lighting up the world of advertising as it takes out the ponderous and inefficient human element, allowing advertisers to reach the right people when they are in exactly the right … Read the rest

January 16, 2017  Tags: , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

27 Big Updates & A Peek at the Future: Moz Pro’s 2016 Retrospective

Posted by adamf

Another year has slipped by, and while we had our ups and downs, returning to our SEO roots has given us greater focus and renewed purpose. We’ve redoubled our efforts with the goal of building the best SEO product in the industry. We know it’s a lofty goal with so many great competitors out there, but this is the target that served as our north star in 2016 and continues to get us out of bed each morning.

Our increased focus on SEO translated to a big increase in the number of new features and improvements we were able to add to Moz Pro in 2016. In fact, we shipped more significant updates in 2016 than 2014 and 2015 combined, and we already have a lot in the works for 2017.

We also collected and surfaced a huge amount of data in 2016. A few notable examples:

  • Customers created 141,000 new campaigns for their websites
  • 4.6 million tracked keywords were added to campaigns
  • 1.8 million keyword queries were run in Keyword Explorer
  • 25 million URLs were researched in Open Site Explorer

Such ever-increasing demand keeps us on our toes and we continue to invest in scaling … Read the rest

January 5, 2017  Tags: , , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

​The Future of the Moz Community

Posted by Dr-Pete

As many of you know, Moz recently went through a major reorganization, which included the loss of 28% of our staff. Our Community team was heavily impacted, which has understandably led to speculation about the future of the Moz Community. I want to specifically address those concerns, project by project. The Moz Community is an essential part of our past and future, and while we can’t ignore the reality and difficulty of our recent losses, we believe strongly in our Community and are doing our best to chart a path forward.

A personal note

I asked to write this post, knowing it wouldn’t be easy. I’ve been a member of the Moz Community for almost 10 years. When my first YouMoz post was promoted in April 2007, I didn’t realize it would be the start of a decade-long journey. The Moz Community made my career in SEO possible, and I’ll always be grateful for that.

The people affected by the past few weeks are my peers and friends, and I take that loss personally. It’s ok to take that personally. At the same time, there are 160 peers and friends still at Moz trying … Read the rest

September 10, 2016  Tags: , ,   Posted in: SEO / Traffic / Marketing  No Comments

Why Content Marketing’s Future Depends on Shorter Content and Less Content

Posted by ronell-smith

Steve Rayson’s latest BuzzSumo article is provocative, interesting and well-written. But I do hope he’s wrong when he says the future will be about more content, not less. He shares why he thinks content marketing brands will begin producing more content in the days ahead, and how they’ll likely be successful by doing so.

Upon reading the piece, I did a facepalm. I was reminded of a conversation I had a few years back, when I walked into the break room of the agency I was working for, and almost bumped into the content specialist on my team.

After we exchanged pleasantries, she informed me of an unwise decision she was about to make.

Her: “Guess what? I’m going to run a marathon.”

Me: “Why?”

Her: “I think it’ll be fun.”

Me: “OK. How many marathons have you run? And have you been training for this one?”

Her: “I’ve never ran one, but there are a lot of training guides online; they say it only takes 17 weeks to train for it.”

Me: “…”

57d04262b548d8.50940299.jpg

The philosophy of doing a lot what we don’t yet do well is ruining content marketing — and the knees, joints and … Read the rest

September 8, 2016  Tags: , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

Google’s Future is in the Cards

Posted by Dr-Pete

Google is constantly testing new design elements, but over the past few months they’ve been testing a change that, while it might seem small on the surface, represents a major philosophical shift. The screenshots in this post were all captured on live SERPs but appear to be tests and have not rolled out permanently. Here’s an example of the basic change:

Notice how each result (ads and organic) is wrapped in a container and visually separated on a gray background. These containers are called “cards” in Google’s vernacular, and they’re important, but we’ll get to that. Why should we care about a few borders and a background?

Shift #1: Mobile-first design

We’ve known for over two years that Google was shifting to a mobile-first design philosophy. Earlier this year, Google removed ads from the right-hand column. While this change was partially due to performance, I believe that a big part of it was standardizing the ad environment across platforms (mobile, tablet, desktop, etc.). What’s not obvious from the test above is that this card-based design is more than just boxes and backgrounds. Google is testing a serious move toward single-column SERPs. The removal of ads from … Read the rest

August 27, 2016  Tags: , ,   Posted in: SEO / Traffic / Marketing  No Comments



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