What Is a Whitepaper? [FAQs]

The definition of a whitepaper varies heavily from industry to industry, which can be a little confusing for marketers looking to create one for their business. The old-school definition comes from politics, where it means a legislative document explaining and supporting a particular political solution. In tech, a whitepaper usually describes a theory behind a new piece of technology. Even a business whitepaper can serve a variety of uses and audiences — some more product-focused than others. And although it is put together like an ebook, the two are written quite differently. We’re here to arm you with the best…

How to Make a QR Code in 8 Easy Steps

“Really? We’re talking about QR codes?” Fair reaction. For several years now, QR codes have been at the center of the popular “___ is dead” trope we marketers love to argue when talking technology. We’ve even debated it ourselves on this blog. But if there’s one thing the QR code debate shows you, it’s that there sure isn’t a consensus — the efficacy of QR codes still hotly contested. Nonetheless, there’s no denying the popularity and convenience of the QR code. Keep reading to learn how to create your own QR code, and how you can encourage your customers to scan…

Core Web Vitals: The Next Official Google Ranking Factor – Whiteboard Friday

Posted by Cyrus-ShepardThere’s a new ranking factor in town: Core Web Vitals. Expected in 2021, this Google-announced algorithm change has a few details you should be aware of. Cyrus Shepard dives in this week on Whiteboard Friday. Click on the whiteboard image above to open a high-resolution version in a new tab! Video Transcription Howdy, Moz fans. Welcome to another edition of Whiteboard Friday. I’m Cyrus Shepard here at Moz. Today we’re talking about the next official Google ranking factor — Core Web Vitals. Now what do I mean by official ranking factor? Google makes hundreds of changes a year….

It’s the Little Things: How To Write Microcopy

Earlier today, I visited Yelp to order lunch. What I always really liked about the site is how easy it is to navigate. If I were accessing the website for the first time, I wouldn’t have any worries about how to use it to my benefit. Have you ever visited a website and noticed small phrases of text that guide you to your goal? Or, when you make an online purchase, is there text on the web page that lets you know your payment information is secure? That text is called microcopy, and it’s a wonderful tool for UX. For…

Totally Free Microsoft Excel Templates That Make Marketing Easier

Many of us can recall a time in high school when we were sitting in math class and thinking, “When am I ever going to use this stuff in the real world?” And then we suddenly find ourselves in the real world, only to realize that numbers actually do play a pivotal role in what we do — especially in digital marketing. The trouble is, many marketers are right-brained, meaning Excel spreadsheets riddled with numbers and formulas aren’t all that inviting. Making them from scratch can be especially intimidating. While we won’t argue with that, we will say that the…

The Ultimate Guide to PPC

Marketers, can we be honest with each other for a second? On a scale of 1-10, how much do you really understand the world of paid advertising? Despite the fact that 45% of small businesses use paid ads, pay-per-click is still a concept that eludes many of us. But if half of small businesses are using it, we just can’t afford to ignore this channel, no matter how perplexing. As a marketer, PPC is a skill that you should have in your tool belt — or at least have a basic understanding of. This guide will help you grasp pay-per-click…

17 Truly Inspiring Company Vision and Mission Statement Examples

Think about those brands you purchase from over and over, even when there are cheaper options out there. Why do you choose the ones you choose? Do you usually fly on a particular airline? Do you buy your coffee from the same place every morning? Do you recommend a specific restaurant whenever out-of-towners ask for suggestions? Well, there’s a good reason for it. The reason we stay loyal to brands is because of their values. The best brands strive to combine physical, emotional, and logical elements into one exceptional customer (and employee) experience that you value as much as they…

That’s a Wrap: MozCon Virtual 2020 Day Two Recap

Posted by cheryldraperWow! What a crazy ride MozCon has been this year. In case you missed it, we were able to double the number of attendees and include over 2,800 people. Not only were we able to include them, we were also able to see their families, pets, and home offices. It was an unusual experience for sure, but one we won’t be forgetting any time soon. As always, the speakers served up some flaming hot content (including an actual movie). We can’t wait to share some of these takeaways with you! Britney Muller — Accessible Machine Learning Workflows for…

5 Dos and Don’ts When Making a SMART Goal [Examples]

When I was 14, my dream was to play college baseball. But I had one small problem: I only weighed 100 pounds. And even though I still had four years to bulk up and improve my skills, I knew I had a long way to go. Fortunately, my coach always knew how to give me opportunities to shoot for that kept my drive alive. I think of SMART goals like my former baseball coach. After a grueling practice or workout, he would harp on how the long term is just a series of short terms. And to hammer that mentality…