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    1. Is Your Business Findable with Personalized Search?

      Is Your Business Findable with Personalized Search?

      Ten years ago, Google’s search feature returned the same results for anybody performing a search query. Today, Google returns results tailored to the user. This is a little known feature; 43.5 percent of people are unaware their results are personalized.

      The primary variables that influence search results are geography, web history, and device. This search-result personalization makes it difficult for a business to track their keyword ranking. However, marketers can focus on the following areas to improve their search rankings.

      Thinking Local

      For a local business, there are a few things you can do to make your business more findable. Tom Demers at the Marketo Blog suggests the following:

      If you want to dominate the local market, it is a best practice to put the name of your locality into your meta descriptions and/or title tags. You should also make sure that the most up to date and accurate business details are added to all online directories like Yelp and, most importantly, Google My Business (GMB).

      Long-Tail Search

      Small to mid-size businesses should are fortunate to be able to focus on long-tail keywords, where there is less competition. Despite low competition, search volume is high for long-tail keywords. 80 percent of all searches are long-tail keywords. Cracking the code of long-tail keywords presents a great opportunity for SEO success.

      Mobile Optimization

      Visitors want an enjoyable experience on your website. It’s important to have a dynamic, and mobile-responsive website to keep your traffic happy and engaged. 

      Improve your business’s personalized search results by reading Demers’ original article below.


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    2. A Blueprint for Writing Edgy Content

      A Blueprint for Writing Edgy Content

      Eliciting emotion from your audience is one of the most powerful ways to create strong engagement. And being controversial is a surefire way to elicit those emotional responses. It can be a risky practice though, so here are a few considerations to bear in mind.

      The Reframe

      People interested in your area of expertise invariably settle into a status-quo. Provide an alternative perspective. Through a reframe, you pique curiosity to discover something they may have been doing wrong, or prompt them to discover an alternative way of execution.

      Stir the Pot

      When you introduce controversial topics, you tap into an area most brands prefer not to touch. Providing shock-value won’t always guarantee positive impressions, but “forbidden” topics always stand out and draw attention.

      Making Controversy Work

      A highly controversial voice probably isn’t one to build a marketing effort around, but it is worth exploring how your audience responds to controversy. Marketo blog contributor Andrea Lehr remarks on a Harvard Business Review study by Jonah Berger and Zoey Chen:

      “...results revealed that while low-level controversy encourages discussion among audiences, anything beyond a moderate level of controversy actually decreases the likelihood of high engagement."

      When publishing potentially polarizing content, have a look at your competitors or a brand that markets to a similar audience to gauge the potential reaction of your audience.

      Dig further into using controversy in Lehr’s original piece below.

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      Mentions: Blog Curata Writing
    3. 8 Ways to Unite Blogging and Social Media

      8 Ways to Unite Blogging and Social Media

      In many companies, the blogging team and the social media team are held in separate silos within the organization. However, because the practices are inherently linked, this approach is hurting the productivity of both teams. Blogging should be used to expand upon social media updates and social media should be used to promote blog posts. In this article, Guy Kawasaki outlines eight ways to integrate social media and blogging. One way? Entice people to follow you.

      Include links to your social-media accounts on your blog so that people can easily follow you. If your blog is interesting, people will follow you on social media, and if your social media is interesting, people will read your blog."

      This is a great post for any company that is looking to get better use of their blog and social channels. For more tips about blog promotion, grab a copy of our latest eBook, Business Blogging Secrets Revealed.

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    4. "Lead" the Way with Interactive Content

      "Lead" the Way with Interactive Content

      Lead generation has become a concern for B2B marketers as 78% recently stated it to be their biggest challenge. Fortunately, incorporating interactive content into your strategy will allow you to head down a path of acquiring better and more qualified leads. Seth Lieberman states that interactive content has three main benefits: facilitating dialogue, creating a value exchange, and delivering content in new, exciting ways. Lieberman highlights the benefit of exchanging value:

      Interactive content can pull specific, actionable data from your audience – which can then be organized within your marketing automation.  As they interact, prospects happily provide deep insights into themselves, quickly filling out profile information for lead scoring and triggering campaigns, and creating better, faster MQLs."

      Take a look at the entire article as Lieberman provides real examples of companies that are utilizing interactive content. Hopefully these ideas will inspire your next great piece of content. 

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    5. Content Curation's Role in Lead Nurturing

      Content Curation's Role in Lead Nurturing

      Jon Miller of Marketo talks about the marketing needs for content as a part of lead nurturing and the role that content curation can play.

      ...Curation can play a role as part of a broad content mix – and for the purposes of nurturing relationships, I think that curation can be one of your most effective tools. The only rule is that the content MUST BE RELEVANT.

      He walks through a case study and example of how Thunder Factory utilizes curation as a part of the lead nurturing process.

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    6. You Don’t Have to Be an Einstein to Create Great Content

      You Don’t Have to Be an Einstein to Create Great Content

      Create compelling content and drive your marketing results by following these simple content marketing tips. Domain expertise obviously helps. And though many instinctively will shy away from controversy, it captures attention. Storytelling and clarity typically also are important, as well as "personality." 

      Read Full Article
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