How to Create a Holiday Marketing Campaign: A Step-by-Step Guide

The malls are decked with holly, your inbox is filling up with holiday-themed promotions, and you’ve deemed it socially acceptable to start listening to your favorite holiday playlist on Spotify… or maybe that’s just me.  Either way, the holiday season is here, and marketers are gearing up to finish off the year strong. But just like shopping for gifts, planning your holiday campaign is something you don’t want to shove off until the last minute. There’s going to be a lot of spending going in over the next month or so, which is why it’s important to have a plan for…

Avoiding False Conversions in Google Analytics

Posted by R0bin_L0rdPreface The first half of this post is a quick rundown of some of the standard ways in which your conversions could be going awry. The second half of this post — everything after “How to filter conversions with Tag Manager” is an advanced way of intelligently filtering conversions using Tag Manager and cookies. If you’re confident you’ve already covered your bases, feel free just to skip to the advanced section, I just feel it’s important to go through some of the basic stuff before diving into more complex solutions. Avoiding false conversions Aside from failing to record…

Ask any marketer who’s responsible for copywriting about their writing process, and you’ll quickly find out that there’s no specific process to follow. Additionally, copywriting varies depending on your audience, purpose, and format — copywriting for an Instagram post, for instance, is entirely different than copywriting for a press release. At HubSpot, we know the struggle. Copywriting demands creativity, inspiration, and hard work — and it can be difficult to find all three, day-in and day-out. To help with writer’s block, we’ve put together 10 copywriting templates you might use for any of your marketing efforts, including blogging, social media,…

Posted by Joyce.ObilityIn the B2B space, it’s important to be realistic about who your competitors are. Keeping that rule in mind, in our last Whiteboard Friday episode before 2021, guest presenter Joyce Collardé of Obility walks you through how to conduct a competitive SEO audit, helping you address your improvement areas and surpass your competition in the SERPs.   Click on the whiteboard image above to open a high resolution version in a new tab! Video Transcription Hi, Moz fans. Thank you for joining me today as we talk about SEO competitive analysis for B2B businesses. My name is Joyce Collardé. I am the SEO Supervisor…

The Beginner’s Guide to Structured Data for Organizing & Optimizing Your Website

It’s Friday afternoon, and your team is jonesing for Happy Hour. For the last few weeks, you’ve been going to the same ol’ bar by your office, so you decide it’s time to try something new. What do you do? Step outside and walk around until you find a new spot? No, you hop on Google and let it conduct the search for you. Your ideal post-work pub is nearby, open right after work, and offers a few gluten-free options so your entire team can partake. You plug these criteria into Google, and you’ve got three viable options at your…

When I’m looking for a business that will have what I need, whether it’s food or office supplies, I use Google Maps. I know that the search results will give me enough information to pick the best option, like reviews, ratings, photos, and location information. I’m not alone in my preference for Google Maps, as it is six times more popular than other navigation apps. Given its popularity, it’s critical you optimize your business to appear in Google Maps search results. In this piece we’ll cover the basics of Google Maps marketing, best practices for optimizing your Google My Business for search…

What’s Changed (and What Hasn’t): The 2020 Moz Blog Reader Survey Results

Posted by morgan.mcmurrayYou’re tired of hearing it and I’m tired of saying it, but 2020 really has been a year like no other. SEOs and marketers around the world had to deal with their day-to-day work moving home, alongside a host of natural disasters, civil rights issues, and a pandemic that will alter our industry and global economy for years to come.  We could have held off on launching this year’s reader survey, but we decided to move forward anyway because we know your work and your interests have been impacted, and we wanted to know how much.  I’m excited to share with you…

Stores and websites aren’t a mishmash of products with no discernible organization for a reason. People want a sense of direction and a positive customer experience, even when they are “just browsing.” They also want to know they are in good hands when it comes to the product category they’re exploring — whether that’s kitchen tools, breakfast cereals, or winter coats. Product category marketing helps your brand stand out among related items, so your company’s products wind up in the shopping cart — whether real or virtual. What is a product category? A product category is “a particular group of…

How to Write a Content Marketing Mission Statement in 3 Steps (Plus 12 examples)

The road to relevance is long. But it starts with this simple first step: we declare our mission. This little bit of text is our content marketing mission statement and it’s the foundation of our content strategy. This is where we’ll take our stand. This is the cornerstone of our content strategy. It states what we’ll be publishing, who it’s for and why they’ll care. Our content mission will support (or reject) every action we take in our content marketing efforts. Not sure about something? Check the mission. If it doesn’t fit, leave it out. Documenting our mission statement is…