The Reach, Engagement, and ROI of Content Marketing vs. Native Advertising (New Research)

Posted by KelseyLibert

As the efficacy of outbound marketing continues to wane, more and more marketers are considering native advertising and content marketing as viable alternatives. According to our survey, 72% of clients have asked their content marketing agencies about native advertising.

interest in content marketing over time

While these two strategies have many similarities, one of their major differences is cost. Based on new exclusive research conducted by Fractl and Moz, these top-tier publishers require the following minimum spend to produce native advertising campaigns for brands:

native advertising minimum spend

Methodology

The goal of our research was to take a data-driven approach to comparing the efficacy of native advertising versus content marketing. For the first part of our study, we created a 14-question survey for content marketing providers which explored everything from the cost of their services to the reach of their campaigns. Our friends at Relevance were kind enough to offer the raw data on their native advertising cost research as well, allowing us to focus on gathering additional cost data from the top-tier publishers we maintain relationships with. After we received the survey responses from over 30 different content marketing agencies and cost data from close to 600 digital publishers, we began our analysis.
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May 5, 2015  Tags: , , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

How to do Keyword Research in 90 Minutes

Posted by Jeremy_Gottlieb

Everyone’s been in the position where there’s a million and one things going on, but a client (or you) still requires top-notch keyword research. So something needs to get done in a pinch. Searching around the internet and learning more about the trendiest aspects of keyword research (because let’s face it, either it’s been a while since you last did it or it’s your first time doing it) can take a ton of time. There are literally millions of things you could be reading about it; actually 15.4 million if we want to be precise.

keyword research queries Google

Unfortunately, no one has time to sift through 15,400,000 results and identify which ones are timely, relevant, or even correct. That’s why I set restrictions so I could stick to a regimented, specific and effective schedule for identifying and presenting the most effective keywords for organic search, no matter who the client is.

We begin this case study with a fictitious client, Joey Antipodean, who lives in Manhattan and really loves kangaroos. In fact, he loves them so much he decided to make a website,
www.kangaroosnyc.com (not real and available for sale on GoDaddy) for other admirers of this wonderful marsupial … Read the rest

January 31, 2015  Tags: , ,   Posted in: SEO / Traffic / Marketing  No Comments

Keyword Research and Targeting Without Exact Match – Whiteboard Friday

Posted by randfish

Whatever the motives behind Google’s recent removal of exact-match keyword targeting from AdWords, the resulting uncertainty makes keyword research that much more difficult. In today’s Whiteboard Friday, Rand talks about the implications of the change, and offers tips for the most effective research going forward.

For reference, here’s a still of this week’s whiteboard!

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September 5, 2014  Tags: , , , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

Keywords to Concepts: The Lazy Web Marketer’s Guide to Smart Keyword Research

Posted by Cyrus-Shepard

The SEO’s system for themed keyword research.


If Google’s Penguin update and Knowledge Graph have taught us anything, it’s that concepts have become more important than individual keywords for search marketing.

Many people in the SEO space mistakenly assume that because Google withholds keyword referral data in the form of (not provided), keywords no longer matter.

Nothing could be further from the truth.

Every search begins with keywords. Over 5 billion Google searches a day. Consider the following:

  • Google’s entire business is based on selling keywords – over 40 billion dollars a year, most of it from keyword sales through advertising.
  • (not provided) affects only post-click analytics. It doesn’t influence the pre-click keywords users type into search boxes.
  • Keywords and their meaning remain the primary input search engines use to deliver answers to users (while other inputs such as location data and app integration are on the rise).

Marketers who invest in smart keyword research will continue to have a huge advantage over the competition.

The trick today is turning those keywords into concepts.

From single keywords to themed concepts

When most

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January 7, 2014  Tags: , , , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

Using The New Adwords Keyword Planner For Local SEO Keyword Research

Posted by Casey_Meraz

Let’s face it. Local keywords research has never been that easy since the Venice update. While we have always been able to use the Google Keyword Tool to find out search volumes for keywords with Geo Modifiers such as “City Name + Keyword” we have been lacking some reasonable data regarding keywords that do not already have a Geo Modifier.

My frustration has always been this: So what if Google tells me there are 12,100 searches for “Personal Injury Lawyer”? My client is in a local city and I want to know how many people in his city are searching for his services. The good news is that there is now an adequate solution to this problem we have long been plagued by.

Let me introduce you to the Google AdWords Keyword Planner. This new tool combines the data from the Keyword Tool and Traffic Estimator which are nowbeing replaced by this nifty piece … Read the rest

June 28, 2013  Tags: , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments



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