The Real Short-Term and Long-Term Results of Content Marketing and Digital PR

Posted by amandamilliganOne of the best ways (and in my opinion, the best way) to earn top-quality links is to create your own studies, surveys, reports, etc., and pitch them to online publishers. This is what we do at Fractl, because it’s a tried-and-true way to elevate organic growth: Over the years, we’ve received a lot of questions about what results to expect. Sure, everyone wants links now, but where does the real growth come in, and how long does it take? And in either case, people want to know what wins they can report on to their superiors, even…

It’s easy to see marketing as a process specific to attracting and converting prospects — the practice of generating and capitalizing on potential customers’ interest. But once that potential has successfully been removed from the equation, and the prospect of winning a prospect’s business is no longer prospective, are you supposed to stop marketing to them altogether? Absolutely not. Your current customer base is a perfectly lucrative wellspring of new and sustained business opportunities that you should constantly be tapping into. That’s where the concept of customer marketing comes in — a school of marketing that allows you to get…

The Ultimate Guide to Google Analytics in 2020

Are you confused — even intimidated — by Google Analytics? Good news: you’re not alone. GA is notoriously complicated. In fact, when I first started to delve into GA’s waters, I wondered if I’d ever truly get it. There were so many concepts to learn and reports to run. How did people ever conquer this thing?!?! Lots and lots of reading plus some trial and error, it turns out. I’m not saying I’ve reached total mastery — there’s always something new to pick up — but I’m vastly more comfortable. And I want you to be, too. So, here’s the…

The Campaign Comeback: What to Do When Content Fails — Best of Whiteboard Friday

Posted by Shannon-McGuirkWe’ve all been there: you plan, launch, and eagerly await the many returns on a content campaign, only to be disappointed when it falls flat. But all is not lost: there are clever ways to give your failed campaigns a second chance at life and an opportunity to earn the links you missed out on the first time. In this popular Whiteboard Friday from 2018, MozCon speaker Shannon McGuirk graciously gives us a five-step plan for breathing new life into a dead content campaign. Click on the whiteboard image above to open a high-resolution version in a new tab!…

4 Major Ways Your Creative Agency Can Make Money

Every once in a while, I see a commercial that makes me think, “Well, who did they get to do that?” As a marketer, it’s something I can’t really help. I immediately strategize about target audiences and selling tactics — especially during commercials for the Super Bowl. When a video really impresses me, I research the advertising agency that conceptualized the campaign for its clients — like this one, from Sarto Restaurant: I loved how this commercial mixed funky music with action shots. Plus, it was intertwined with an interview with the Chef Du Cuisine. Hearing about the menu, inspirations…

How to Optimize Your URLs for Search [Quick Tip]

Organic search is the most consistent, long-term way to drive traffic to your website — if you can perform well on the SERPs (Search Engine Results Pages). While many SEO factors are out of your control, such as who you’re competing with and what they’re doing, you can still benefit from on-page optimization, which is very much in your control.  One on-page best practice is optimizing your URL slug for each page and post you create. It’s one of those SEO best practices that’s actually stood the test of time, left relatively unscathed by violent little penguins and fuzzy-yet-aggressive pandas….

How to Do Keyword Research for SEO: A Beginner’s Guide

While Google keeps us on our toes with all the algorithm updates they keep rollin’ out, one thing has stayed pretty consistent for inbound marketers looking to optimize their websites for search: keyword research. Well, the need to do keyword research has stayed the same. How you actually do it hasn’t. What Is Keyword Research? Keyword research is the process of finding and analyzing search terms that people enter into search engines with the goal of using that data for a specific purpose, often for search engine optimization (SEO) or general marketing. Keyword research can uncover queries to target, the…

HubSpot Ran A Co-marketing Campaign: Here’s What We Learned

Co-marketing campaigns can be undeniably effective for increasing brand awareness, reaching new audiences, or creating amazing — and potentially delicious — new products. For instance, consider the partnership between Doritos and Taco Bell, which resulted in Doritos Locos Tacos, a delicious product promoted in a brilliant co-marketing campaign. If you haven’t heard of the partnership, watch the story unfold in this promotional video: In this case, the two B2C companies saw success in their venture — and now, the popular item is a mainstay on the Taco Bell menu. Marketers at the two companies can attribute the home-run to a…

What is a 301 Redirect, and When Should You Use One?

I moved five times in the last year. And every single time I moved, I forgot to sign up to have my mail forwarded to my new address. Mail forwarding is an important step in any moving process, as it ensures you don’t lose any valuable information that’s sent to you. And the same can be said for your website: If you’re moving a website from one URL to another, you need to take the necessary steps to ensure your visitors get sent to the right place. In the world of tech, this is called a 301 redirect. Here, we’re…