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Website and business owners are generally coming to terms with the fact that their sites must be mobile-friendly in order to be accessible and appealing to all types of website visitors.
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Anyone who’s up on technology has heard of mobile web design and content marketing—two terms used with increasing frequency in the online world. Can mobile design and a great content marketing strategy be combined without sacrificing either content or design elements? The truth is that great content does not have to be sacrificed for mobile design and can even be enhanced by the capabilities of new devices. How can web designers show clients the importance of mobile design and content marketing, and combine them effectively? Showing clients how their website appears on a variety of handheld devices or Google’s GoMo Meter is a good way to promote the responsive design element. Adhere to the following best practices to show clients that responsive web design that incorporates the unique features of handheld devices and a killer content marketing strategy can work together to create an awesome online experience. Google’s Mobile Movement infographic presents a strong argument for integrating responsive design into a content marketing strategy. To properly integrate responsive design and a content marketing strategy, accept that you should work as part of a team that includes marketing professionals, or develop your own content marketing skills. Expect the marketing professionals to set the content requirements, and design around them.
As a team, identify and create content based on user needs, and then optimize the user experience in a mobile environment. Take advantage of whatever the device offers—GPS, mobile browser, touchscreen, phone and camera features—to build and present your content in a creative, useful, engaging and entertaining way.
Multi-screening occurs sequentially or simultaneously, providing new opportunities for multi-platform content marketing. Think of mobile content development as responsive marketing, or creating content that meets the way people use their devices. Combining responsive design and a content marketing strategy for optimal benefit forces businesses to throw out unnecessary content and focus on the stuff that is important to customers.
Mobile design forces designers and content marketers to prioritize and design for the smallest screen on the market. The best content marketing strategies use responsive design and the unique capabilities of mobile devices to anticipate and answer the user’s needs based on an analysis of typical users. Join our 746,498 subscribers and get access to the latest tools, freebies, product announcements and much more! Columnist Josh Manion explains why Google's update should encourage marketers to move beyond the mobile Web into native mobile apps. The news that Google was rolling out a mobile-friendly algorithm should have come as no surprise. Nonetheless, the announcement was unprecedented in one respect: Google ostensibly manages some 200 algorithms that govern how websites are ranked in its search engine, but changes or adjustments rarely, if ever, trigger public notice.
Under the new mobile rules, Google will be giving preferential search rankings to sites optimized for mobile. Google defines “mobile friendly” as sites featuring readable text without zooming, content sized to a smartphone screen (no horizontal scrolling required), easy use of links and the absence of applications not customary in mobile like Flash.
At this point, the rules relate to searches on smartphones, but it’s likely only a matter of time until tablets are added. The key here is the growing importance of mobile in the overall omni-channel marketing strategy. We can expect that mobile-optimized sites will result in more customer conversions, because consumers will have a more positive experience when they click through on mobile links. Google is known for promoting a last-click view of the world given that it heavily favors its search engine. Marketers must optimize spend not just on last-click metrics, but also on lower-funnel retargeting and nurturing activities.
While the attention now is laser-focused on mobile-friendly websites, it’s also important to note that the mobile world includes more than just Web experiences. But using mobile apps to acquire new customers has been challenging because Google searches could send someone to a mobile app, but not to a specific content location within it. Mobile app indexing by Google helps solve this problem, ensuring consumers will be sent not just to the mobile app, but to the appropriate “page” within. This shift naturally will drive marketers to extend their current optimization efforts beyond website experiences, including mobile Web, into native mobile apps — and do so swiftly. The mobile-first philosophy has been about optimizing mobile business — not just the mobile Web. Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Josh Manion brought the breakthrough Ensighten tag management technology to market in 2009, and continues to lead the company’s technology vision and strategic operations. MarTech: The Marketing Tech Conference is for marketers responsible for selecting marketing technologies and developing marketing technologists.
SMX Advanced, the only conference designed for experienced search marketers, returns to Seattle June 22-23. Our content strategist, Dan Levy, nerded out with Jay Acunzo of NextView ventures about the different ways to grow a high-performing content team, and why developing a credible content strategy is hard work, but absolutely necessary.
Stephanie Saretsky: Our Content Strategist, Dan Levy spoke with Jay and they nerded out on the different ways you can grow a content team and how to customize your content strategy to your unique company or agency structure. Dan Levy: So you’re an experienced content marketer who’s gone from traditional journalism over to Hubspot, the inbound marketing monster, to the world of start-ups and venture capital. And the thought I had was, “Damn it, Eric,” which is a weird thought to have when you see a pre-roll ad pop up. Jay Acunzo: But I think a lot of this is about having extreme empathy, which sounds kind of squishy, but I think it’s about acting like a vessel, almost like a journalist does when they first start. So I think another big part of this idea of helping someone else versus in-house is knowing how to approach problems and test for answers, but not being too prescriptive.
Jay Acunzo: Oh, totally, and I think, this thing happened to me at Hubspot that I’ve taken with me since then that’s really helped me work with our start-ups, which is we gave away a bunch of templates that acted very similarly to the product.
Jay Acunzo: And they were wildly successful pieces for us, and all I could think of was, “Wow. And then it’s just matching that between the product and the content, and it aligns it so beautifully, too. So it’s a really nice way to frame your content marketing, because I think it actually lends itself to getting early results as a start-up.
Dan Levy: Okay, so I know you’ve done a lot of thinking around the organization and structure of content teams, which is something that we’ve been thinking a lot about here as well.
Dan Levy: And sandwiched in there, I had teams and agencies, and obviously those are totally different set-ups. So I think the pros of centralizing is you get this domain expertise group together, but then there are silos and frictions that emerge between departments or sub-teams. Dan Levy: Yeah, and something that we’ve been looking at internally, which is based on what our developers actually I do, which I believe is based on the Agile framework, is to split the team into squads and chapters.
So you could think of those as the disciplines, the editorial discipline, the creative discipline.
Jay Acunzo: And you have people in the tech world, on the investment side, like Chris Sacca, who was recently on Shark Tank, early investor in Twitter and Uber and all these big guys, David Cancel here in Boston, former Chief Product Officer of Hubspot, now he’s founder of Drift and he’s a serial entrepreneur, Heaton Shaw, who everybody knows in the SaaS world, all these people were recommending this post.
Dan Levy: It’s always the posts that you slave over, right, that go nowhere, and the ones that you think are toss-offs that all the sudden rack up the shares. Jay Acunzo: Well I was kind of like trying to hold up a mirror to the internet, in some way. And Juliette, his wife is a product manager, and Eric is a writer and a creator, like in the truest sense. And I think in marketing, we talk a lot about tools and workflow and tips for publishing something faster, more efficiently, getting to the end basically to ship it out the door better, faster, quicker, whatever, more. Dan Levy: Well another aphorism of yours, and I feel like you’re a content marketing Buddha or something, and I mean that in the best way possible.
Jay Acunzo: I’m an English major, and if I don’t speak in a certain number of isms per week, I don’t get an ROI on my English degree.
Jay Acunzo: I feel like when something works, when your audience tells you, even if it’s a small qualitative response that you get, when your audience tells you that they like something, you should lean into that harder. So one example is I published a slideshare on the NextView Venture’s account that did a roundup of podcasts, because I wanted to promote our own podcast that we were launching.
What else can I do with the stuff inside the container that our audience is clearly telling us they love? Dan Levy: Yeah, I could totally relate to that, and I think one of the reasons, at least, that so many of us are guilty of spending so much time on the content creation and not enough on the promotion and the leveraging of that content is that we — time’s a limited resource. Jay Acunzo: So I appreciate that you’re saying that you don’t wanna get into kind of tips and tricks and hacks territory. When you’re selling a software product or a service as an agency, in the content marketing space you can’t say this, but if I were selling to a marketer today and I was being completely honest, I’d say, “Look. Jay Acunzo: Totally, and I think you understand this moment of like — because you love to write — where you wanna improve something.
So people that are craft-driven are not like the artists that are painting one thing every year, or the marketer that gives a great keynote but can’t go execute. Dan Levy: So where content marketing, I think, differs from traditional publishing is that it does, ultimately, exist to serve measurable business objectives.
Jay Acunzo: So in terms of quality, when I started doing content marketing, it wasn’t called content marketing. Jay Acunzo: That’s the problem, is like brands lack this historical credibility, this historical care for editorial that lends itself to that credibility needed to attract a team like at Grantland.
You can do some things on the periphery to make it efficient and programmatic, and you can disagree with me, and you can chest-beat, and you can growth hack all you want.
Snake oil salesmen continue to peddle these harmful techniques to unsuspecting website owners today, perpetuating the myth that optimising your website for Google or Bing is an inherently nefarious practise. The post Technical SEO 2015: Wiring Websites for Organic Search appeared first on Smashing Magazine. Recently, Google announced Customer Match, a new method of ad targeting that allows marketers to upload a list of email addresses — which they’ve been collecting in a CRM or a mailing list — and target ads at those users and audiences similar to them. There’s one limitation to Google’s Customer Match that doesn’t exist in its more social-oriented competitors: to target a matched list, it needs to have at least 1,000 valid entries.
With most of the major digital advertising providers now accepting email lists, the trend line is clear: businesses that prioritize collecting information early and nurturing a prospect into converting are at a huge advantage when it comes to remarketing.
While Customer Match is an obvious and belated shot across the bow in Facebook’s direction, the social media behemoth has a big announcement of its own.
Power Editor, Facebook’s self-serve advertising tool for managing many active campaigns at once.
That means all of Facebook’s targeting options — including Custom and Similar Audiences — can be used to target ads at Instagram’s 400 million (and counting) monthly active users. Instagram ads come in a few different formats, all of which allow clickable calls to action that lead to links or apps. Video ads autoplay in the feed and can be up to 30 seconds long — double the length afforded to regular users for their own video uploads. Carousel ads allow you to attach multiple images to the same ad, which can be swiped through by the user. One of the benefits of advertising on social networks is that the advertisements are native; they’re presented largely in the same way as user-generated content, within the stream of content that the user is already viewing.
On mobile devices, the impact is amplified further by the fact that these ads take up the whole screen.
A tweet from celebrity developer Marco Arment (Tumblr, Instapaper, Overcast) reacting to seeing ads in his Instagram feed. Perhaps more than any other social network, the Instagram feed has a cadence, a unique feel all of its own. More than in any other channel, crafting ads that are carefully tailored and targeted at specific audience segments will be crucial.
The final caveat: while Instagram has already become big business for #brands, it remains to be seen whether that same success will materialize for lead generation and non-ecommerce conversions. The success of Facebook’s advertising product for both Facebook and advertisers is largely due to the level of targeting specificity that Facebook offers, enabled by its rich user database. Now that Google has responded with a nearly identical offering, the stage is set for volumes of the PPC marketing playbook to be rewritten.
If you’re marketing your business with Google AdWords, chances are good that you receive 100 calls a week from people telling you how they can transform your business by managing your AdWords account. You’ve probably received so many of these calls that you’ve thought about smashing your phone into a million pieces, flying to Tahiti and forgetting this whole advertising thing ever happened. This may be a good time to let you know that I was once the person responsible for making these crazy phone calls. There are two really good ways for your Account Manager to prove they are who they say they are.
The second way to confirm that your Account Manager actually works at Google is to have them send you an email from their corporate email account.
Now that you know the person you’re talking to actually works for Google, we can dig into the meat and potatoes of the phone call.
Expect to spend the first 30 minutes of your call chatting about your business, your goals for AdWords and reviewing the existing data in your account. The advertisers that get the most value out of these conversations all take a similar approach to this section of the call.
They ask questions: Dig into why some campaigns are performing well and others are performing terribly. It’s important to note that Google Account Managers work with advertisers at varying skill levels. Most Managers have good lie detectors, so don’t ask for advanced tools and beta access if you don’t know how to enable Sitelinks or adjust your mobile bids. Once your Manager has a good understanding of your business and what you’re trying to accomplish with AdWords, you can begin to work together to optimize your campaigns. Your Manager will have some suggestions on what needs to be tweaked, so don’t freak out if you come to the conversation with little direction. Listen to the optimization suggestions your Manager gives you, but don’t take their word as gospel. Understand why they are making the suggestion and have them sell you on why it’s the best fit for your business.
The dirty little secret most Managers won’t tell you upfront is that they can rebuild any of your campaigns from the ground up to help increase performance.
It will take a couple of days for your Manager to build your new campaign from scratch, so it’s important to schedule a time to follow up. The coolest perk to take advantage of during your conversation with your Account Manager is gaining access to AdWords beta testing programs before everyone else.
Betas are new AdWords features that are not available to the public and are tested with a very small number of advertisers. Various ad extensions, Gmail ads, and others have gone through some version of the beta program. While there is no hard number that indicates a “healthy” test budget, $500-$1000 in spend per day should get you through the threshold. Now that you have a clearer understanding of your relationship between your business, your ads and your Google support team, it’s time to get on the phone and start getting some of those burning questions answered. If you have stories to share about your AdWords Manager or have questions about advertising with Adwords, feel free to tee me up in the comments below!
I saw an ad displaying the items that were similar to the ones I had viewed just a while earlier on an online store. It felt like someone who knew about my shopping interests was constantly persuading me to buy those items.
I finally bought one of the items from the online store, and it goes without saying, retargeting was instrumental in pushing me towards the purchase.
Through this post, I will talk about retargeting and how you can use it to boost your conversion rate.
Retargeting involves displaying personalized ads to your website visitors after they leave your site. The practice was initially adopted by eCommerce players as a means to recover their bounced traffic and abandoned carts.
Various studies have shown that retargeting ad campaigns result in a steep rise in conversion rates.
Further, retargeted ads can not only influence visitors for a direct response, they can also improve brand awareness and recall.
The average clickthrough rate for retargeted ads is 10 times greater than the clickthrough rate for regular ads. Website visitors who are served with retargeted ads are 70& more likely to make a conversion. Retargeting can lead to a 147% higher conversion rate, when used in combination with prospecting.


Almost all online shoppers who visit a website for the first time, leave without taking any action: Only 2% of website visitors convert on their first visit. This means that out of your website’s total first time visitors, a whopping 98% aren’t yet convinced to buy your offering.
Retargeted ads are served to people who already know about your brand, and have a higher chance to yield conversions than ads that are served to random web users. According to a study conducted by VWO, a massive 54% of online shoppers said they will purchase products left in their cart, if they are offered again at a discounted price. When a user visits a retargeting-enabled (RE) website, a cookie is placed in the user’s web browser. You can segment the audience on the basis of different email types that you send — introductory emails, product-info emails, promotional email, etc. Search Retargeting: Serving ads to people who search for specific products on search engines. Social Retargeting: Serving ads to people who interact with a your posts on social media (through likes, tweets, comments, and shares). You can segment the audience on the basis of different post types and the different actions users have taken on the posts. Remarketing leverages Google’s display network of more than a million websites and mobile apps. Still, Adroll might be best known for their ‘unparallelled ROI’ claim which says that their customers earn (on an average) $10 for every $1 dollar they spent on retargeting. Using their tool, you can place your ads across leading display networks and ad exchanges including Google, Yahoo!, AppNexus and OpenX. Perfect Audience: Perfect Audience is a great tool to persuade your lost visitors through a multi-channel approach.
The tool offers seamless retargeting, which is carried out through web, mobile, Facebook, Twitter, and more. Perfect Audience’s integration with Hubspot allows you to align your retargeting campaigns with your Hubspot activities. TapCommerce’s custom mobile ads are designed based on users’ mobile browsing behavior.
TapCommerce has a great reach among mobile users: It handles more than 40 billion ad impressions every day, across more than 50,000 iOS and Android apps. Chango: Chango retargets website visitors using ‘intent signals’ from multiple sources and not just from the basic website data. Chango claims that the intent-based retargeting effects more conversions than regular retargeting. The tool’s range of features include fraud prevention, brand safety, dynamic creative, and more. Your retargeting ads, if not planned properly, can lead to wastage of money and even harm your brand image. Success in mobile marketing depends upon a number of factors – including mobile design and advertising, and of course, user experience.
Through our mobile marketing strategy and solution services, we help companies create a detailed plan for mobile marketing success. As a full-service agency, we are able to source subject matter experts from across the organization in order to create winning mobile marketing solutions.
To learn how we can create a complete mobile marketing strategy for your company, please fill out the form on this page. This has been hammered into reality with the release of Google’s latest algorithm update, Hummingbird, which enables Google to better understand and display results for long-tail search queries as well as natural-language (ie, spoken) queries.
A properly integrated responsive design and content marketing strategy should produce a phenomenal user experience for visitors to your client’s website. Don’t be surprised, however, if your clients balk when bits of important content are omitted on the tiny screens. When a smartphone user needs to book dinner reservations while running to catch a bus, he doesn’t have time to explore a beautifully rendered menu with glorious graphics. Say a hungry and busy pizza lover uses his smartphone to order a pizza while riding the train home from work. When he is on the train, his GPS-enabled smartphone shows him the closest location of his favourite pizza franchise as a pop-up on a map. The difference is that when designing websites and choosing content for mobile websites, the user’s needs change based on a variety of factors—in particular, the device they use.
The user may start their online shopping expedition with the smartphone and only need immediate access to this season’s fashion line, for example.
When the online shopper continues on to their tablet, they want to see a shopping cart and e-commerce options. If they don’t, users will become frustrated and will simply jump to competitor websites that are easier to navigate.
They don’t want to read novels about widgets on their phones; they want to know where they can buy a novel and what it costs. The phone, GPS, camera, video and web access of smartphones and tablets provides unlimited opportunities for creative marketers to present their products and services in innovative ways. As the search giant revealed yesterday, mobile search queries on smartphones now outnumber those on tablets and desktops.
This time, Google announced the change in mobile search months ahead to give companies time to optimize websites for mobile users. We now live in a world in which mobile increasingly comes first — and that means marketers need to deliver mobile-friendly experiences. Sites not meeting this standard will likely fall in search rankings, although strong content will continue to be rewarded. Goldman Sachs, for example, has predicted that the number of people making purchases on smartphones and tablets will grow from an estimated 535 million last year to 1.09 billion in 2018, nearly half of all e-commerce. But in a digital world with multiple Web, social and mobile platforms at play, the consumer can no longer be so clearly characterized, tracked or motivated.
That requires a fresh look at the traditional marketing funnel to accurately track and attribute offsite versus onsite behavior to better understand the omni-channel customer journey. Whereas mobile websites tend to deliver that first brand experience (think top of the marketing funnel), native mobile apps help engage customers who are closer to buying, or who have converted once and are now being nurtured. Analysis shows that they engage more, spend more and become brand advocates via social and other channels.
As a result, Google has historically sent users to the relevant page within the website as the “page” within the mobile app has not been accessible. Google also reported it will now use information from indexed native mobile apps “more prominently in search,” as new app indexing enables Google to index apps just as it does websites. This is significant, because in many cases the app delivers a much better experience than the website. The change in Google’s search rules now delivers strong incentives to create the high-quality, mobile-friendly experiences required to achieve just that. Prior to Ensighten, he served for seven years as the CEO of Stratigent, a web analytics and marketing optimization consultancy. For those who actually need to restructure their content teams or strategies this year, that phrase might be ringing especially true.
It’s awesome that we live in this era where that’s actually a job function that people want and need and actually it’s a growing need for a lot of companies.
But I thought, “Damn it, Eric,” because I knew the colleague of mine at Google that had sold the ad campaign to make this terrible, frustrating experience possible.
It means a lot of different things at a lot of different VC firms, and it’s definitely an emerging trend. So not to get too bogged down in semantics, but I notice the term content or content strategy seems to mean something different whether you’re in agency circles or in the start-up world, or even in inbound marketing tech companies like Hubspot or Unbounce.
I mean I definitely help with the start-ups that we work with their content strategies, but I’ve really been in-house for the bulk of my career, including at NextView.
So just because something worked for me when I was at Google or Hubspot doesn’t mean it’s gonna work exactly that way at exactly this moment with exactly this other company and their audience.
And I realized we were basically giving away dumber, less effective versions of the software.
And of course your products could change; your company could pivot, if you start with that mission or that problem. It also helps a lot of start-ups start blogging and creating content now to get results in the near term or maybe a few months down the road before they have a product, or before their product has product market fit. And if you’re a larger company and you haven’t been thinking this way, try giving away a little piece of that product that you have, like a template for example. Yeah, here at Unbounce we launched our blog I think something like nine months before our product was even ready. And at risk of going down a rabbit hole, let me ask you this: Do you think content should be treated as a distinct channel within an organization, with its own producers and creatives and strategists who operate independently within a team or within an agency?
I honestly think there are many ways to handle this, and it depends on the company’s stage and culture and the specifics of that company. So what you can do, actually, is talk about the pros and cons of each structure, and then make an informed decision. Then on the other end the pros of spreading throughout the organization is that you create this great content culture, you might get a swifter response to produce the content based on the goals you have team to team, you’re more integrated between teammates, and you can tailor that content accordingly. And then you have these individuals dispersed throughout the company to do the frontline work, and have the nuance of each individual team or case kind of grocked. There’s so many ways that you could approach it, but I think the key, like you said, is not to just read a case study and then try to apply that to your own organization and assume that it’s gonna work. So the squads would be organized around, let’s say, the customer life cycle, and it would go through marketing to sales to all the way to the customer’s success, but they would be self-contained, so they would include, let’s say, a strategist and a producer and a creative, and then maybe like a communications person.
And so you would have people overseeing those chapters through all the squads to make sure that the editorial voice is consistent, that creatively your brand is consistent.
That’s definitely — it kind of speaks to the same thing of you’re moving between both ideas of people who are very, very specialized or even centralized, and people that have to understand there’s nuance across lots of individuals’ work, and lots of goals and ways you’re measured, and you kinda have to account for both things. We talk a lot about organization of teams in content, but we very rarely think about well what is the individual gonna find most fulfilling and rewarding to create a vibrant and fulfilling career for themselves, right? I think we have to stop talking about people like their little dots on an org chart when it comes to content marketing teams, and start figuring out how do we get the best possible results from our people, which is what a business wants. Well I wanna get into a little bit more of that personal, professional development stuff later on. The worst — so I’ve been writing on the internet for years — the worst thing and the most pointless thing that I’ve ever written just became this viral post on Medium. And I was like, “What is going on?” It was sitting on the top of the homepage of Medium for a week.
And what was actually encouraging — and this is where I ended my reflection post that you’re talking about where I just had to make sense of this in another article — the last thing I landed on was it was encouraging because a ton of people got the joke and shared it and laughed at it, and it was awesome. I feel like you honor the right path of creating great work whether you’re from Sparksheet to Unbounce. And he was making fun of how she kind of used her approach to product, very logical, very systematic, to write the vows. And we should totally talk about that stuff, but also we have to consider why are we doing this in the first place?
Any suggestions and — I don’t wanna go into quick and easy tip territory here — but what can we do to finally prioritize that component of content marketing? Because I think if — I mean, to be completely blunt — if anyone tells you, “Oh, don’t worry. The best thing I can say is to find a weekly process and cadence, and stick to it like it’s gospel.
And to go back to what you were saying about that you have two options, to nurture a content marketing strategy or to look to paid marketing and PPC and things like that.
And not to minimize the craft — content marketing is a craft, and I think it’s very clear that you and I are really passionate about that, but so is conversion rate optimization, right? And let’s take craft out of the world of frolicking in the field creativity, and put it into a business setting too.
I think it’s about figuring out: I need an end result, but rather than just trying to skip all the way to the end result, let me figure out this process. You wanna do little things to poke down an avenue and put something quality out in the world. I was Director of Content at a start-up, and we never tacked on the word marketing to it, but it was clearly that. But the fact that we have this debate of quality versus quantity is really disheartening, because they aren’t actually opposites, right?
So it’s so interesting to see businesses take the mentalities of scale and programmatic, and apply those to content marketing, because this is a profoundly human endeavor.
But I do know that thousands are kind of like me, and you’ve kind of heard my tilt in the interview here.
But all I know is I know tons and tons of marketers that showed up to this industry because they wanna create things that people really like and react to, and they wanna focus on resonance, not just empty reach. It’s actually not a luxury, it’s an existential issue for companies, for agencies that if they wanna attract the best, whether it’s the best content marketers or the best conversation rate optimizers, of the best strategists, then they need to put that emphasis in their culture on quality, or else nobody’s gonna wanna work there. And I think there’s this dialogue that we’ve been having for a while that we’re all in this arms race for attention. And if I look back, personally, and say I had a fulfilling career someday, I think it’s gonna be because I’m trying to be loud about that right now. It’s so good to talk shop with you about this stuff, so thanks so much for taking the time to chat. The power of being able to target ads across YouTube, Gmail, and Google search cannot be understated. Google is also allowing advertisers to target similar audiences based on a Customer Match list.
Since the likelihood of all of your leads having Google accounts is pretty low, you’ll likely need a larger list than this in order to run a Customer Match campaign. Instagram ads are finally available to all, and better yet, they’re accessible through the same tool you use to run campaigns on Facebook: Power Editor. It remains to be seen if they’ll follow in the footsteps of web carousels, which users generally don’t explore beyond the first slide. While this is hugely beneficial — directing attention towards your advertisements is significantly easier — it’s also a double-edged sword.
Feels like more of a violation than most ads, maybe because the stream felt “mine”, and we had none for so long. Users have spent years curating their feeds into the perfect digital magazines, tailored around who and what they love. And in fact, Instagram has taken steps to enforce that: ads on Instagram can’t have overlaid text (which naturally betrays the expectation of a photograph) nor a logo — although a logo printed on a product is A-OK. Instagram’s existing case studies focus almost entirely on ad recall — how likely a user is to remember an ad later — rather than hard conversions. More than ever, building customer databases and crafting hyper-specific campaigns — in both their targeting and their creative direction — will be crucial to winning clicks and conversions.
While the majority of these calls are not worth your time, you’re most likely screening one or two that will actually help you truly transform your business.
As an Account Manager on the AdWords team at Google, I helped thousands of businesses better understand their digital advertising (for free). A typical call with an Account Manager will last for a strict hour, no more and no less, and will cover three specific sections: review, build and optimize. Most people don’t take advantage of a follow-up call, but it is the best way to see the results from your optimization efforts. This means they will try to get a feel for your savviness within the first few minutes of the call.
This is the most valuable time you will spend with your Manager — I would highly recommend spending at least 20 minutes optimizing. If you want a little more control over the call, below is a cheat sheet of things you should have them walk you through.
Once the test is over, compare your baseline metrics with your old campaign and continue using the campaign with the best performance.
Also note that some betas have firm restrictions that you must meet to gain access, such as vertical limitations or a minimum spend required.
At the end of the day, there aren’t enough Account Managers to cover the entire playing field of AdWords advertisers. Google has a team of Managers that are responsible for handling inbound account inquiries, optimization requests and all of the other things mentioned in this post. Remember, as your campaigns grow over time, you want to exhaust Google’s resources to optimize your ad dollars. Next, these individual are regularly served with ads about similar products — on websites that they later visit. Here, individuals are shown ads that display the same products which they have viewed earlier. During this period, many retargeting tools have established themselves as leaders in the industry. The tool allows you to display ads to general website visitors, mobile app visitors, and users that interact with your youtube channel.


You can use the tool to target your your ideal audience based on various parameters like demographic, geographic, behavioral, contextual, interest, and intent-based data. By scanning through your landing pages and smart lists on Hubspot, Perfect Audience builds a relevant user-list for you to retarget. It captures the intent data through billions of searches, and behavioral and contextual data signals.
Our mobile marketing strategy and solutions services help our clients pull it all together. They see their own customers and clients talking, texting and surfing the internet via their mobile devices. This is your chance to explain that you can introduce media queries and responsive design into their existing content strategy, or build a new content marketing strategy using responsive web design techniques to ensure that the most important content appears on every device. Your goal is to find creative ways to present content that best meets the objectives of a given website while working within the parameters set by responsive design. He taps the link, which leads to the mobile website, and he discovers he can order right from his phone. According to Google’s 2012 report, “The New Multi-Screen World,” 67% of subjects used more than one device to shop, and they used these devices sequentially, or in steps, to move from browsing to shopping to making the purchase.
Businesses can capitalize on this by using handheld device capabilities in conjunction with online and offline marketing activities.
Restrictions imposed by mobile design (such as small screens and slow load times for graphics) force efficient and affective content, which requires stripping away the excess that exists on traditional websites. With some careful planning, an integrated approach to design and marketing can result in a cutting-edge campaign that excites and engages users and results in more sales leads—and a happy web design client. As a result, optimizing mobile app experiences is just as important as doing so for the mobile Web. And, if Google can send customers to relevant locations within mobile apps, there is a higher likelihood of converting them to a sale. Josh has played chess professionally and is currently ranked among the top 60 players in the United States. And then I had this really terrible thought after that which was, “I have the same job as Eric at Google.” So someone somewhere was cursing the name of the person responsible for this awful experience, and they didn’t know it, but that person was me.
I’d say NextView was one of the first to move on it, especially in the early stage venture world on the east coast.
What would you say are the challenges of working on another company’s content strategy compared to being an in-house content marketer? They just get really good at asking questions, listening, absorbing, picking up on the nuance of both the subjects that they’re talking to and then the audience they’re trying to reach.
So it’s more about the framework of testing hypotheses to find what works than actually tending you have the answers for another business right away.
So that one definition of content marketing solving the same problem that your product solves I think can go a long way in helping someone who is a consultant be a very good one. Because you’ll start to see people downloading it in droves, and then every sell that you make to people who have downloaded that thing is like an up-sale. Or is content more of a discipline whose tentacles should be spread throughout the organization?
So also if you wind up with one right structure that every company tries to apply, and one general direction, I think we’re all screwed.
But you might have a Frankenstein monster of a brand if nobody’s looking out for the consistency of quality and feel and all that. And they would all work together, maybe sit together, but all those creatives and all those producers and all those strategists would also be part of their own chapters. Nobody in a creative field — and I’d argue that content marketing as a large creative component to it — nobody wants to be a short-order cook. But first, switching gears a little bit, you had something kind of weird and cool happen to you a little while ago that you wrote about on your blog.
You clearly care about your craft of writing, so I think you understand the agony and the dichotomy that I had in my own brain of this is positive but it’s also negative. And the analogy I use — actually a story that really happened — a buddy of mine who works for Hubspot, his name’s Eric Devaney, he’s one of the greatest content minds that I know. As soon as they decided they were gonna write their own vows, she wrote on a bulleted list.
And this happens across the board in marketing, whether you do an ebook and you assume, okay, that one ebook worked. I’d rather, if someone is really pressed for time, think about other ways to do marketing, because the people that are gonna win, especially as our industry gets more mature, are the ones that actually honor the craft of what we’re doing. I love this quote from John Cleese from Monty Python fame, who says that creativity’s not a talent, it’s a way of operating. If you’re — this is a leadership thing — if you have guardrails and goalposts and you know why you exist and you know how you’re being measured, that really does help you do a lot of a lot. I have to say where we’re at right now is a bit of a privileged position in that we’ve put the time and we started off with a content strategy because it wasn’t easy, but it was relatively cheap to get started on, and to start nurturing that market with. And you’re like, “I gotta go home,” or “I gotta ship it soon.” But you wanna spend that extra hour agonizing over it. I’m gonna write a blog, and I need to figure out a way to do more blog posts without skimping on quality. But in your latest blog post, you argue that it’s time for companies to lend more credibility to things like creativity and craft and editorial excellence in content marketing.
I heard all kinds of stuff flying around me in the industry, doing my research as to how to do my job, and I heard things like, “What is the ideal word count of a blog post?” I heard chatter around buying tools to make your publishing easier, questions around curation and hacks and shortcuts and SEO tricks versus original content. Imagine if the staff of Grantland, RIP, was now suddenly working at a content marketing organization or a marketing team. I want a meaningful career creating quality work, and I know there are thousands and thousands more like me in the industry, and I think they’ll flock to organizations that allow for that. And for me, if marketing switched to becoming purely ad buys again, which I don’t think it ever will, but if it did, I would go work in another industry.
I think it’s actually the byproduct of what we’re actually in the arms race for, which is the best talent. I’m trying to support people and celebrate people who get results not by taking shortcuts and churning out more crap into the world, by bolting on technology to a human process. Keyword stuffing, gateway pages, and comment spam earned the first search engine optimisers a deservedly poor reputation within the web community. Facebook’s offering in particular is extremely powerful due to the immense amount of information it knows about each user.
As long as the email address is associated with an account on any of those services, your ads can reach them. And its unique cadence may make it a tough fit in for certain kinds of products and services.
This post will highlight what to expect after getting in touch with your Google AdWords Account Manager, and the tips and tricks you can use to make the best use of your time with them.
The best way to avoid this little dance is to simply explain the improvements to your account you’re trying to achieve during the conversation. I highly suggest asking as many questions as you can before making any change in your account. You can contact them at 1-866-2Google, but be warned, wait times can creep into the 15-20 minute range during busy times of the day. The ads appear frequently in front of the individuals, prompting them to make a conversion. Whenever the user appears on other websites that are a part of the RE website’s ad network, the cookie lets the RE website know.
They also understand that excellent content is the key to making money directly or indirectly from a website.
He holds a degree in Management Science with a focus on Information Technology from the Massachusetts Institute of Technology (MIT). We saved one of our favorite interviews for you so we could start 2016 off with a bang: If you’re concerned about growing a content team this year, then this is the episode to listen to. So would you describe yourself as a consultant whose job is to support the start-ups in your firm’s portfolio, or are you focused on building thought leadership for the firm itself through content marketing? All of this is about solving a customer problem.” So I think if you frame content marketing as solving the same problem or fulfilling the same desire that your product or service has to offer. They know the advice they’d like to give to the world, or the things they’d like to say, or the answers that they might have. And they dedicated meaningful time — this is an off-site to talk about big-picture things and what’s ailing them — and they dedicated meaningful time to talk about what tools that different areas of the department was buying and how they didn’t know what was going on, or how they could better interact with their in-house creative agency, which was centralized to do all the content. Documentation could help, but I just don’t know anybody that truly pays attention to internal documentation, right? But something I saw work really well at Google on the sales team that I think could work with content teams was to have we called them product specialists at Google. And I think it’s important to have mentors and people whose job it is to oversee both the consistency from a brand perspective, but also to help develop those skills on an individual level.
And so I feel like if you put those content producers that you have or editors or writers, either outsourced to an agency or internally, if they’re centralized and they’re just taking, almost on a ticket system, they’re just reacting to the demands of your organization, that’s really unfulfilling, right?
That doesn’t matter, because people actually believed there was one secret to success that they didn’t know. And now we have these internal experts — PPC experts, CROs, SEOs, to help us layer in that testing, that experimentation to optimize what we’re doing. So I think it’s about hiring people and surrounding yourself with people that are as passionate and methodical about the way they do that stuff as you are with content, rather than trying to, again, look for a quick and easy tips and hacks to layer on top of what you’re doing. So if I can dive into the paragraphs, how do you write a great intro, how do you write a great hook, how do you do different things for SEO quickly and easily? Obviously you’re preaching to the choir here, but how do you make the case for why that’s not just a vanity thing, why that’s not just a squishy thing, but actually crucial to the success of content as marketing?
And I was just new to it, having left Google and left sales, and I thought well, I don’t know about all that, but I’m just gonna try to write really well and do right by my audience, and hopefully doing that will help me avoid needing to panic about all that other noise. They would crush everyone else out there because of the people, because they’re such great writers, because they think about the craft and they’re able to do things with ease that we think are totally unthinkable, like quality and quantity together.
I think we’re now all in the business of trying to act like a publisher not in a figurative sense, but in a literal sense.
I’m trying to help and defend and support and learn from people that get real business results by being brilliant at delivering what audiences actually love, the people that agonize over their craft, the people that are creative. The RE website then presents that user with a retargeted ad, persuading them to return back and make a conversion. What many clients don’t understand, though, is that a website that performs well and shows great content on any handheld device can help them gain new customers in the mobile user market. Remove the one that says “Wicked Web Designer” and don the one that says “Content Marketing Guru Extraordinaire”.
He then realizes he forgot the pineapple (which his pregnant wife craves) and immediately clicks the “Call Us” button on the touch screen to dial the store’s phone and speak to an employee, who adds the pineapple to his order.  The GPS, mobile browser, touchscreen and phone capabilities were instrumental in making the purchase. The mobile web allows businesses to take their online content marketing strategy right into the place of business through QR codes on posters, banners, product labels and brochures and through applications such as Foursquare. And I remember one day I went home and I was hyping this YouTube video to my friends as the greatest thing ever. So it’s very little consulting — although I do a lot with marketing one to one with our start-ups — but really, my job is to figure out what are the problems facing either the start-ups we’ve invested in, or communities like Boston, New York, San Francisco, nationally, here in the US. And I think another is — and I’ve noticed this as people start to leave former start-ups that have gone public or exited some regard — I think people that have had success doing something one way and then try to apply it elsewhere fail fast. Your product is ostensibly built so solve some sort of problem, and start-ups, that’s why they start. They don’t have the product built yet, or if they do, they’re still figuring out how to sell it to a lot of people.
But whether that’s a whole team doing all the content in one place and kind of being treated like an internal service bureau, or it’s just an editorial review board, or something like that, I think that’s gonna vary case by case.
The encouraging part, again — this is me debating in my own head and having this existential crisis as a writer — I was sort of like well maybe a good writer can even convey meaning in one sentence, and it doesn’t matter that all my longer form things didn’t go viral.
And the analogy I use is if you’re a Family Guy fan, Lois says to Peter in one episode, “Well, Peter, I bet you learned a valuable lesson today.” And Peter just goes, “Nope!” And it’s like, it was the same thing.
You wrote another short post on your blog recently, though not quite as short as that, where you asked marketers whether they’re creating content for the delivery or for the response. It is to get some kind of intellectual or emotional response from people to have them click, spend time with us, share it, act in some kinda way that benefits our business.
So that mix between the craft and then the performance side of things, and the optimization side of things is, once you get your team to that level, then the opportunities there are huge. I feel like that mentality would fit well across any marketing function, where you just have to have this insane pride in what you do. Part of it is thinking about things you can outright steal that inspire you from other industries outside the echo chamber. If you study the process itself, the end result goes us and the process gets easier over time. If you’re better at the craft, if you’re better at the process, if you’re better at creating, if you’re better at getting more stuff or more effective stuff out the door, and more importantly, more memorable stuff, things that people actually like it sticks in their brain and causes an action. How do we create an environment that cultivates and also attracts truly prolific individuals?
And if you spend that extra moment down that mental rabbit hole on a piece before publishing it, you’re so caught up with making it great when no one around you knows why the hell you’re doing that and not just shipping it, man, you’re gonna be the most important part of our industry the next few years.
And when I started to play it, after they were all leaning forward into my laptop, I hit play, and obviously what happened? So I’m very thankful that I’ve found my way into content marketing, and it’s a role that allows me to actually create stuff people want. It becomes a lot easier to go and advise somebody else, especially in the start-up world, because you sit down and you start talking to them about why did you start the business? But they can start with the content piece very easily, and build an audience that they can test against and convert later.
And that’s a much easier sell than ripping the cord and running over from what you’re using today as a customer to use my product. And we had a few people that volunteered to go really deep on our teams in those products, and then they had a dotted line reporting back to a centralized product team, which would provide best practices, communication, suggested approaches, case studies, tools, mentorship, all that. You have to make sure you’re meeting face to face, do all these things to smooth over on the communication side, things that you wouldn’t face if you were integrated across the company. It was like, “Well, internet, I bet you learned a valuable lesson today about seeking shortcuts.” And the people that were angry, all they were saying back to me was like, “Nope!” So it was quite the experience. And I think too many of us think about just simply delivering the thing into the world, and then we stop. And when one starts to work, it’s a relief, because now you can focus on the ones that are not working, when I think you should pursue these moments of success, and then just drive into it as hard as you can. Then I published a board deck template on slideshare, something you would download and use practically as an entrepreneur, and it killed it. And when I hear people talk about finding an ideal word count, I just think of people putting their brains on auto pilot. Part of me wonders what kind of business or leader is actively avoiding things like quality?
We seek things like ideal word counts for blog posts, shortcuts and ideas that we can put on repeat over and over again, and we kind of corporatize and optimize, because we’re just so damn busy trying to reach people that we sorta forget that this is actually about resonance.
And by the way, this is how you get really efficient with your publishing, because if you see any of the great thought leaders in our industry, and you see some thoughts that they publish across channels, right? Because they identify something that resonates with their audience, and then they repackage it, and repurpose it, and put it in different places in a way that’s native to each channel. And it can do lots and lots of good for your business in a scalable way that gets you lots of ROI.” And then I’d say, “Over on the other end, you have things like buying an email list, or even less spammy, just paying for audience and renting that audience like banner ads and PPC and things like that.
They black out and have all these great ideas while we’re all agonizing and slogging through this idea of quality versus quantity. I had just gotten my fill of links in my feed about promising all these secrets to success that are always full of crap, and I was just amazed that there’s this shortcut culture, and disheartened by it. They don’t need the tools that we need to be efficient, to be quality, to understand an audience, and do something that resonates with them. Those people do exist and we either need to attract them from outside of our industry or groom them from within. And that’s what causes all the shortcut culture out there that causes me to write a one-sentence post and have this existential crisis. So I think we just need to give more credence to the creation part as part of our overall process today. Should I talk to the partners here at NextView about — they sit in board meetings every week. What would they rethink if they were starting from scratch about how board meetings with start-ups are run?



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