Brafton: SEO insights from leading hotels: Use content to own brand SERPs

Brafton News Content Marketing

SEO insights from leading hotels: Use content to own brand SERPs Feb 28th 2013, 23:00 ​American internet users who turn to the web to research travel opportunities often spend a lot of time clicking around from hotel sites to flight options back to hotel sites. Brafton reported on Ask Your Target Market research that found 65 percent of Google searchers sometimes find helpful answers to their questions directly in SERPs. What kinds of answers does Google provide searchers? When a user types in "flights to Boston" or "hotels in Boston," Google shows unique boxes front and center, and users can find deals and book trips right from the results page. Obviously, Google on-SERP answers - and review sites - are not good for hotel brands or airlines, as fewer traffic navigates to their websites, and instead goes to third-party services. As a result, hotels and airlines have prioritized SEO content strategies that focus on their brand keywords. According to L2 Think Tank and Sapient Nitro's "Digital IQ Index: Hotels," 46 percent of first-page organic search results for branded hotel keywords belonged to the establishments themselves, rather than sites like Kayak and TripAdvisor. More, 24 of the 57 analyzed brands owned more than 50 percent of their first-page results. This means that hotels like Hilton focus their SEO strategies around their own names, rather than commonly searched terms. Organic search tends ​has become less of a priority, and, as a result, hotel companies focus on dominating their brand keywords to bring in as much traffic as possible. A Google and Compete study, "Key Travel Themes, Q4 2012," found that the average traveler visits more than 17 sites and entered more than four searches before booking a hotel. Organic search tends ​has become less of a priority, and, as a result, hotel companies focus on dominating their brand keywords to bring in as much traffic as possible. In some industries, custom content for SEO should focus on branded keywords, instead of commonly searched terms. Internet users have grown accustom to searching the 'net for specific companies in unique circumstances like travel. Therefore, instead of attempting to bring in new traffic looking to book a hotel for the first time, hotel companies realize their biggest asset is their customers, and they make it easier to book rooms from SERPs by owning their keywords and showing up on page one of Google results. More broadly, it's a smart reputation strategy to own SERPs for branded terms (read Brafton's related blog post). Media files: shutterstock_121990246.jpg (image/jpeg, 0.4 MB)

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Brafton: Mobile web use demands new content marketing strategies

Brafton News Content Marketing

Mobile web use demands new content marketing strategies Feb 28th 2013, 22:05 ​Marketers cannot afford to overlook mobile marketing for much longer. While not every organization needs its own mobile app to engage audiences, businesses have to reach consumers who use their mobile devices more than their personal computers. In many instances, mobile consumers navigate to the same websites as PC users, but they view branded content on much smaller screens. Marketers increase their chances to resonate with viewers, and will compel prospects to respond, when they take into account internet access point. Reports from comScore and Nielsen provide marketers with greater insight into the evolving world of mobile marketing. Both studies show that PCs are no longer the preferred connected device, often used only at work or left in another room. Mobile devices like tablets and smartphones have gained ground on desktops and laptops, and comScore highlights the closing gap between stationary and on-the-go user rates. According to the source's "2013 Mobile Future in Focus" report, mobile now takes up 37 percent of total internet time in the United States. As for social media usage, 55 percent of networking time comes from mobile devices, surpassing PCs by 10 percentage points. Transactional activities have also swayed toward mobile, with 38 percent of online retail time occurring on mobile devices. With Americans more connected than ever, brands must find ways to deliver quality custom content to the right audiences across all devices. Instead of creating a mobile application, marketers should embrace​ ​timely website content and social media marketing, as these tactics can reach prospects on PCs and a variety of other technologies. Nielsen's "The Mobile Consumer: A Global Snapshot" report highlights consumer preference when it comes to mobile advertising. These trends can help marketers craft digital content that reaches on-the-go buyers. For example, 18 percent of Americans are more likely to click on simple mobile text ads in SERPs and via social networks, than multimedia ads (15 percent). Unlike on PC users, mobile users seem overwhelmed by interactive content, and simple links that bring prospects to well-written blog content can attract the most clicks. More, 39 percent of Americans say they're OK with advertising if they gain access to free content in return. Make sure the return is worthwhile for the end user. Businesses shouldn't overlook mobile technology because they don't have the budget to produce applications and related marketing gimmicks. Content marketing can still reach people on the go just like it engages audiences at home. Media files: shutterstock_128011052.jpg (image/jpeg, 0.4 MB)

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Brafton: Demographic determines what web content health audiences want

Brafton News Content Marketing

Demographic determines what web content health audiences want Feb 28th 2013, 18:21 ​Google's algorithms have done a lot to make top ranking web content a credible source of information, and when it comes to health info, consumers demand information they can trust.​ ​Brafton reported on Pew Internet Research data that showed 35 percent of internet users turn to the web to self-diagnose their ailments. However, eMarketer's "Online Health Information Seekers: Internet Use Grows, but Doctor's Orders Still apply," notes that each person has different needs when they use the 'net for health-related research. A study from Enspektos found that one-third of American moms search the internet for health information once a day or every few days. Mothers tend to make the majority of health-related decisions for their families,​ which could range from scheduling doctor's appointments to picking healthy food options for their loved ones.​ ​Healthcare businesses that want to reach mothers must publish educational web content to attract these consumers. However, older internet users research for very different types of custom content. Research firm eMarketer reported that the American Academy of Family Physicians found that half of the U.S. senior population felt there wasn't any credible only resource that spoke to their health-related needs. According to the source, elderly internet users want information about prescription drugs (14 percent) and preventative medical care for senior (13 percent). Content marketing professionals who want to reach any of these demographics must tailor their media production to cover topics their audiences are most interested in reading about online. Media files: shutterstock_49426516.jpg (image/jpeg, 1.1 MB)

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Brafton: Facebook fixes glitch, social content analytics show more ROI

Brafton News Content Marketing

Facebook fixes glitch, social content analytics show more ROI Feb 28th 2013, 17:00 ​Low Facebook engagement metrics get you down in February? That may have been Facebook's fault - not a flaw in your social marketing plan. Facebook recently went through a series of technical glitches that affected brands' analytics reports and skewed reach and impression Page data. While the social media giant acknowledged the bug and briefed Page owners via notifications and a landing page online, business owners wondered what the next steps would be to rectify the issues. Would Page owners see their reach and impression data increase significantly once the issues were sorted out, or would previous insights be lost forever? According to a new report from EdgeRank Checker, which studies approximately 1,000 Pages post-analytics glitch, brands on Facebook should see a substantial increase in the reach of their posts. The source compared data from February 18th (before the bug announcement) and February 25th (when Facebook said it had worked out the problem). EdgeRank Checker noted that media Total Reach increased by 31 percent per fan. The median Organic Reach improved 41 percent per fan, and the median Viral Reach rose by 275 percent per fan. These improvements show that the Facebook bug took a significant bite out of reporting data and threw off results. However, a few metrics also fell post-Facebook bug. Overall engagement dropped approximately 17 percent from 0.34 percent to 0.29 percent. Shares fell by nearly 33 percent per fan from 0.04 percent to 0.03 percent. Interestingly, Pages with more or less fans saw different changes for their Organic Reach data. For example, Pages with smaller followings saw a drop in Organic Reach. EdgeRank Check notes that the only Pages that experienced the median increase of 41 percent were those accounts with more than 10,000 fans. Facebook announced that some Pages should expect to see a drop in Organic Reach. The social media giant stated, "An increase or decrease in organic reach, depending on many factors such as the composition of your fan base, when and how often you post and your spending patterns." Brands engaging in Facebook marketing as part of their social media content programs should be glad to hear that their content analytics will likely reflect more accurate patterns moving forward. It's once again safe to evaluate metrics and make strategic campaign shifts to reach wider audiences online. Media files: shutterstock_101461084.jpg (image/jpeg, 0.5 MB)

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Brafton: Visit Brafton at Dx3 Toronto – booth 820

Brafton News Content Marketing

Visit Brafton at Dx3 Toronto – booth 820 Feb 28th 2013, 16:19 ​Brafton will attend Dx3 Toronto on March 6th and 7th at booth 820. Our business development executives will be on hand to answer any content marketing questions and provide visitors with insight into how Brafton fuels brand lift. Dx3 focuses on digital marketing, digital advertising and digital retailing, and the event brings the brightest minds together to learn from one another's successes. In fact, Dx3 draws an eccentric crowd comprising of agencies, brands, publishers and retailers. Want to attend an exciting two-day event to network and do business? Dx3 offers business professionals that opportunity. The 2013 Dx3 Toronto event is sponsored by big names like comScore, Marketwire and PayPal. Keynote speakers include bright minds like HubSpot's Chief Marketing Officer Mike Volpe and Co-Founder of The Barbarian Group Benjamin Palmer. Brafton will showcase the power of custom content and add its expertise to the ongoing discussion of digital marketing in today's online world. Feel free to schedule a time to meet with our business development executives by filling out the form on our Dx3 page, or stop by our booth (820) to learn more about news and content marketing. Media files: JoinUs_300x250.png (image/png, 0 MB)

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Brafton: CMOs still struggle to get CEO buy-in for content marketing

Brafton News Content Marketing

CMOs still struggle to get CEO buy-in for content marketing Feb 28th 2013, 13:56 ​With 91 percent of B2Bs and 86 percent of B2Cs including content creation in their 2013 marketing budgets, the role of chief marketing officer continues to change. In fact, the position can look significantly different today than it did just 10 years ago, and many professionals who try and implement strategic shifts fall flat when their employers don't see customer outreach in the same way. According to a new survey from recruiter Korn/Ferry, CMOs are among the most often let go executives. The survey, as reported by Media Post, suggests that the failures of these execs lie in the hands of their employers, rather than faults of their own. In many instances, brands let their CMOs go because​ ​corporate officials aren't as open to strategic changes as they think they are, the report notes. The survey found that approximately 60 percent of respondents say the primary reason a CMO gets released is that the professional attempted to drive change at the organization, but the company wouldn't support with the CMO's ideas. Twenty-four percent of surveyed professionals indicated that the CMO did not agree with the CEO about what success looks like. "CMOs are hired to drive a change agenda, which is great, but they are not always fully supported," Caren Fleit, Korn/Kerry's senior client partner and leader of its Marketing Center of Expertise, said to Media Post. "And one person is not enough to drive change." For example, the Content Marketing Institute​ ​found that the average brand uses approximately 12 tactics to reach new and existing customers online. These avenues range from social media marketing to video marketing to infographic marketing, and without the support of the entire company, a CMO will certainly struggle to enact change for the betterment of the brand. Today's CEOs and principles must understand that the world of marketing is changing. Traditional media is on its way out, and internet marketing is here to stay. Brafton has covered tips to help marketing directors get more buy-in for their content efforts, but ultimately, upper-level execs need to be open to brand evolution. To continue to serve audiences effectively, a percentage of marketing spend must go toward online initiatives, and brands must trust that their CMOs have their employers' best interest in mind. Media files: shutterstock_73727485.jpg (image/jpeg, 0.6 MB)

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Brafton: Social marketing recruits talent, custom content closes the deal

Brafton News Content Marketing

Social marketing recruits talent, custom content closes the deal Feb 27th 2013, 19:32 The present day talent gap forces hiring managers to search for experienced professionals in unexpected places, like social media networks. A Global Online Employment Report from Elance found that demand for online talent continues to surge with mobile development, web programming and content writing professionals lead the pack. For example, content writers and blog writers saw the volume of available jobs increase by 151 percent and 78 percent, respectively, last year. However, recruiters struggle to find and attract top talent today, and they have taken to the web to cast a wider net. According to a survey conducted by recruitment software company Bullhorn, 98 percent of recruiting professionals used social media channels to find new hires in 2012 - up 4 percent from 2011. When asked which channels provided the most return on investment, approximately 82.6 percent indicated LinkedIn, and that they planned to spend more on the B2B site in 2013 than 2012. Twitter (38.3 percent) and Facebook (37.4 percent) also helped hiring managers locate top talent online last year and will continue to offer assistance moving forward. While the top three networks (LinkedIn, Twitter and Facebook) gave recruiters greater access to job seekers, Bullhorn found that hiring managers used Facebook and Twitter at much lower rates last year than in 2011. This could be a result of Facebook's privacy changes or Twitter's real-time pace. Overall, 93 percent of recruiters said LinkedIn helped them place candidates in new roles last year, but how did these professionals connect with top talent? Publishing custom content can help. Businesses that want to attract top talent can use branded content to tell their companies' stories. Well-written blog articles show brands' personalities, history and even trajectory by giving job seekers previews into employers' corporate cultures. With such a focus on finding the right candidate, hiring managers must think like marketers and realize that job seekers are customers, too. It's as important to sell the brand, its products and services and people to professionals looking for work, as it is to market goods to prospects on the conversion edge. Content marketing can be effective in both situations, and businesses that realize this will use web content to draw in a variety of leads this year. Media files: shutterstock_103946441.jpg (image/jpeg, 0.3 MB)

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Brafton: Global brands ‘strike a pose’ on Instagram: Social marketing’s next star?

Brafton News Content Marketing

Global brands 'strike a pose' on Instagram: Social marketing's next star? Feb 27th 2013, 15:54 Social media marketing evolves as companies embrace new networks that prove to generate conversions and business for brands. In 2012, Pinterest marketing went through its coming of age, outpacing many other networks in terms of growth, referral traffic and adoption. Pinterest continues to expand and add new features to its ever-adapting interface, but the service is no longer the social-media newcomer - that prize goes to Instagram. Of course, the picture-sharing network has been around for a few years now, but businesses have just caught on to Instagram's content marketing benefits. With more than 90 million monthly active users uploading approximately 40 million photos per day, Instagram has already been adopted by 59 percent of the world's top brands. In Simply Measured's latest report on Instagram's growth, the source notes strong audience growth for major brands and a wider gap for those who haven't created an account yet. Since the last report in November 2012, Instagram grew 9 percent. More, Instagram accounts with more than 10,000 followers grew 6 percent since November 2012, and profiles with 20,000 plus followers grew a percentage point in the same time period. As for brands with more than 100,000 followers, they experienced a 2 percent growth between November 2012 and February 2013. Businesses can use Instagram to distribute visual content across the web. Images can feature internal events, preview new products or promote social media contests. In fact, brands already engage in cross-platform Instagram marketing. Simply Measured noted that 59 percent of Instagram photos are shared on Twitter, generating an average of 22 Tweets per photo. Ninety-eight percent of photos are published to Facebook, earning an average of 274 engagements per piece. With 59 percent of the world's top brands using Instagram to engage audiences, consumers may start to expect cool pics from companies. Businesses must find a way to incorporate the network into their own content creation efforts, and interact with prospects where they socialize most often online. Media files: shutterstock_121737535.jpg (image/jpeg, 0.1 MB)

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Brafton: Conflicting video marketing data highlights the importance of audience targeting

Brafton News Content Marketing

Conflicting video marketing data highlights the importance of audience targeting Feb 27th 2013, 13:33 Video content reaches viewers all across the web via numerous devices. With big brands struggling to reach fragmented markets, mobile-friendly content offers some relief, but only when its used effectively. Brafton recently reported on Conviva data that showed consumers are more likely to complete video clips on PCs than portable devices, and strategic, pre-planned content is more successful than live streaming. However, a new study from video platform Ooyala reports the opposite. The source notes that overall digital video viewing time on mobile devices doubled in 2012, reaching 8 percent by December 2012. Ooyala credits the impressive growth to the emerging tablet computer market. Tablet video sharing on the Ooyala platform is up 110 percent year-over-year, and smartphone views are also up by 87 percent. In contrast, Conviva data suggests mobile views are shaky at best. The source noted 17.5 percent of videos never start on Android devices and 14 percent never load on iOS devices. Where Ooyala metrics indicate that consumers are willing to wait through the buffer and load process, Conviva claims less reliable video delivery via mobile causes people to abandon clips. More, Ooyala reports that live-streaming broadcasts remain the most engaging visual media formats. According to the source's data, tablet owners watched almost five times as much live video as on-demand media in the fourth quarter of 2012. Mobile phone owners engaged with around 4 times as much live content as they did other visual options. Ooyala reports that tablet devices are becoming the alternative TV screen for many consumers. Sixty percent of tablet owners' video time goes toward watching long-form media. In Q4 2012, approximately 32 percent of time spent engaging with video on tablet devices was dedicated to formats running longer than 60 minutes. This indicates that mobile users allocate certain tasks to different devices - smartphones work best for short-form content, while tablets have become the second screen of choice. The reports offer conflicting video marketing data - so what's a marketer to do? Together, the studies show that video content has become an increasingly dominant media format for consumers, and brands must conduct their own audience targeting initiatives to determine the strategies that will work for them. Businesses need to evaluate their unique customer bases - do they prefer mobile technology or PCs? Instead of focusing on the metrics provided by Ooyala and Conviva, marketers should ask their customers what they'd prefer long term. The results will have a greater impact. Media files: shutterstock_97805990.jpg (image/jpeg, 0.7 MB)

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Brafton: Are Aussie brands stealing your global market share with custom content?

Brafton News Content Marketing

Are Aussie brands stealing your global market share with custom content? Feb 26th 2013, 19:07 American corporations that serve international audiences may think they have an edge over their competition by adopting content marketing earlier on than most foreign brands. However, a new study from the Content Marketing Institute highlights the growing custom content market in Australia, and the report also highlights marketing evolution in the U.K. How does this data affect U.S. marketers? The world is catching up, accelerating efforts at a significantly faster rate than domestic campaigns. This means global market share may fall for American brands if they don't act fast. The report noted that 98 percent of B2B Australian companies and 89 percent of B2Cs use branded content to reach new and existing customers. Ninety-five percent of U.K. B2Bs use web content for the same reason. These figures are all higher than what was recorded in the U.S. - around 91 percent of B2Bs and 86 percent of B2Cs embrace content marketing as an effective practice. Similar to U.S. organizations, Aussie brands use an average of 12 tactics to reach internet users, but priority level varies slightly. In the land down under, website content (88 percent), social media content (83 percent), eNewsletters (82 percent), in-person events (74 percent) and case studies (71 percent) were the most popular content types. These resembled Americans' perceptions on effective kinds of media, though U.S. companies put more priority on tradeshows. As for the trajectory of the average content marketing strategy across the U.S., U.K. and Australia, brands in all three markets say they will increase spending in 2013. Sixty-four percent of U.K. brands will increase spend, compared to 61 percent of Aussie companies. These two markets will outpace the content industry in the U.S. - only 54 percent of organizations plan to increase marketing spend this year. Business owners and marketing managers located in the United States should focus their efforts on improving and perfecting their internet marketing strategies if they expect to compete with brands in the United Kingdom and Australia. While these markets may have lagged behind in the past, organizations have caught on to the power of content creation. Don't have a global reach, but want to expand into new countries and territories? Brafton can help develop an international content strategy that reaches customers, no matter where they reside. Media files: shutterstock_124915094.jpg (image/jpeg, 0.5 MB)

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Brafton: Do Facebook ads unlock more content marketing results?

Brafton News Content Marketing

Do Facebook ads unlock more content marketing results? Feb 26th 2013, 17:13 Facebook has gone through several stages of operation since its inception, and 2012 brought new marketing innovations from the network. In June 2012, the social media giant's IPO disaster sent investors and enthusiasts running for the hills, but several months and a couple new products later, Facebook marketing looks to have finally picked up speed. Adoption remains consistent In a study from Ad Age and CITI last June, 85 percent of surveyed marketers said they needed to be on Facebook, but only 50 percent felt advertising through the service made a difference. Almost seven months later, marketers' perceptions of Facebook still vary, but satisfaction is on the rise. According to the source, 85.1 percent of brands develop Facebook marketing strategies. While adoption remains steady, 50 percent of respondents say they will modestly increase spending on the network in 2013, and 8.2 percent of brands will significantly allocate more resource toward the platform this year. Facebook generates ROI comparable to search Perhaps the most interesting part of Ad Age's new study is that 46.7 percent of respondents said that Facebook ROI is comparable to Google and Yahoo! returns. It seems social media marketing has caught up to search in the minds of many marketers when it comes to driving conversions, which can mean conversions, form completions and beyond. Brands with active search content campaigns might want to add another dimension to their internet marketing campaigns through paid social media efforts that further spread media across the web. The innovation disconnect As far as new Facebook advertising products go, adoption remains low, highlighting a lag in the company's level of innovation and users' willingness to embrace new promotional features. Approximately 70 percent of brands have never used the Sponsored Story option, and more than 87 percent have yet to use Facebook Exchange. Still, more than three-quarters of marketers who have tried Sponsored Stories say they're satisfied with the results. The social media giant continues to develop products to improve social media marketing online, but few businesses have taken advantage of these tools. AdAge data suggests this more connected to marketers' learning curve than the features being useless, but nevertheless, Facebook must do a better job at educating and promoting its inventions if it wants to position itself as a worthwhile investment option for businesses. Media files: shutterstock_70913512-1.jpg (image/jpeg, 0.9 MB)

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Brafton: Content marketing helps SMBs sleep, websites do the work

Brafton News Content Marketing

Content marketing helps SMBs sleep, websites do the work Feb 26th 2013, 15:44 Business owners understand they must transition a percentage of their marketing spend toward online channels. The majority of American companies engage in some type of internet marketing, and they excel in certain aspects. However, a recent eMarketer report, "Small Businesses as Tough B2B Customers: Shaky in Their Own Marketing, Critical of Marketing Aimed at Them," reveals many small-to medium-sized business owners only have a modest level of marketing expertise, and they may make decisions based on feelings instead of figures. In fact, eMarketer reported on data from Borrell Associates that noted SMBs plan to invest in Facebook marketing and run-of-site banner ads over every other online option in 2013. While these opportunities deliver results and maintain credibility, eMarketer writes that SBOs' preferences may have more to do with personal comfort levels than accurate calculations of ROI. The fact remains: Businesses will increasingly turn toward the web this year, with BIA/Kelsey noting that the average marketing department will devote approximately 29 percent of their budgets to digital media channels. There might be an urge to funnel the bulk of this resource into Facebook marketing campaigns, but businesses must develop a dynamic strategy that spreads media across the web in more than one way. A May 2012 survey by Constant Contact found that 76 percent of business owners can't get to sleep at night because they're concerned with how to attract new customers. To draw in new audiences, marketers must create online communities that offer engaging custom content to viewers, keeping sites fresh to compel prospects to come back again in the future. Content marketing fulfills this demand, with 91 percent of B2Bs and 86 percent of B2Cs already on board with the practice. These organizations have established corporate blogs, published white papers, developed infographic marketing strategies and reached out to new and existing customers through social media. Content marketing thrives as a successful lead generation practice because sustainable strategies empower brands to upload new media to their websites regularly. This keeps even the most distracted and fragmented audiences entertained and engaged, driving them to investigate companies and their products for longer periods of time. As more SMBs move a greater portion of their marketing spend toward online channels, content marketing will inevitably grab a greater piece of the pie, and prove it is, and always will be, important for brand lift and beyond. Media files: shutterstock_96015965.jpg (image/jpeg, 0.9 MB)

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Brafton: Video content marketing: Best impact on PC viewers

Brafton News Content Marketing

Video content marketing: Best impact on PC viewers Feb 25th 2013, 19:36 Businesses want to reach their customers online, but the fragmented market forces professionals to optimize media for a variety of devices. This fact rings especially true for video marketing initiatives, as On Device Research discovered that 92 percent of mobile video content viewers share links with their personal networks. At first glance, this data might compel marketing departments to focus their content creation efforts on mobile technology, but new data from Conviva shows stronger engagement rates among PC viewers. In addition, brands must be wary of live-streaming opportunities as these types of visual media have high levels of abandonment. Below we break down the data to guide your video marketing success.   Stick to pre-recorded content in this fast-paced world. Conviva's "Viewer Experience Report" discovered that content length and device type can affect video completion rates. More, viewership fluctuates between recorded and live-streamed content. For example, live-streamed videos often take longer to load than other forms of content, which drives prospects to abandon their actions and navigate away from branded content. According to the report, live video sees an abandon rate of 18 percent, compared to short-form video's 6 percent and long-form's 4 percent. While the draw of live-streaming video campaigns can make the reward more attractive than the risk, brands should only turn to this option when they have established a video presence, and can afford to experiment with trial and error tactics. Beginners beware. Mobile as a bonus, not as a strategy When it comes to devices, 55 percent of online video content views on iOS devices and 49 percent of Android video streams had problems with buffering. Thirty-six percent of PCs using flash had trouble streaming visual media. Buffering issues can turn potential impressions away, and unsuccessful video starts can leave sour tastes in internet users' mouths. The study showed that 17.5 percent of videos never started on Android devices, and 14 percent never loaded properly on iOS devices. Eleven percent of potential video viewers never occurred via PCs. Mobile can bolster views and, as people share content, media can have a wider reach. However, brands should look at mobile as a bonus, not as a strategy. This means optimize video to be accessible on iOS and Android devices, but focus more attention on making sure content loads quickly on PCs. Media files: shutterstock_109650734.jpg (image/jpeg, 0.7 MB)

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Brafton: Web content inspires Americans to cook

Brafton News Content Marketing

Web content inspires Americans to cook Feb 25th 2013, 15:38 Hunger compels people to perform a variety of tasks. For some, picking up the phone and dialing the local takeout kiosk down the street makes the most sense, but for many others, cooking remains a fun activity. In the recent Sullivan Higdon and Sink's FoodThink study, Cooking in America, 78 percent of U.S. consumers say they enjoy preparing their own meals and 74 percent wish they had more time to dedicate to cooking each night. An increasing number of people are inspired to cook after consuming related web media. Food marketers may have feared Americans were shying away from preparing their own meals, in favor of quick-cooking dishes. However, consumers not only enjoy the culinary art, but they actively search out new recipes to experiment with in the kitchen. Brafton reported BlogHer data that showed 92 percent of survey respondents use the web to find food-related digital content. In some instances, internet users look for recipes, but entertaining blogs also captivate niche audiences. Regardless of the search intent, 83 percent of respondents have purchased items as a result of food-related web content. While the BlogHer data shows Americans use the 'net for food-related searches, and information from the Cooking in America study shows people wish they had more time to prepare meals, many food marketers wonder how their web content can convert leads. One Brafton client shows the right way to use food to inspire online leads - even when a brand is not strictly in the food industry. In a recent interview with senior community housing brand Sunrise Senior Living, Brafton highlighted that the business sees significant traffic to its Senior Eats blog and dining landing page, and the company credits these sections to conversions. How important is custom content for food shoppers? When it comes to finding a caregiver home for an ageing relative, gourmet meals can make or break the deal. Sunrise understood this fact clearly, and with Americans showing rising interest in cooking, food marketers should hit the web to tout their recipes, brands, products and expertise to generate new sales. Media files: shutterstock_107272763.jpg (image/jpeg, 0.9 MB)

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Brafton: SEO alert: Cutts warns against selling links or full-page advertorials

Brafton News Content Marketing

SEO alert: Cutts warns against selling links or full-page advertorials Feb 25th 2013, 14:40 Every so often a situation arises that highlights the continuous efforts Google's search team puts toward keeping web results honest and transparent. In the wake of online flower retailer Interflora's run-in with Google's quality guidelines, distinguished engineer Matt Cutts took to the Official Google Webmaster Central Blog to reiterate the importance of white hat SEO practices. While Barry Schwartz, contributor at Search Engine Land, cannot confirm that Interflora experienced traffic spikes because of poor linking tactics, he points to a few pieces of evidence. He shares Tweets revealing the company requesting bloggers remove any links leading to the site. Schwartz tried to get confirmation of a link scheme from Google, Interflora and SEO companies that work with the U.K. flower brand, but received no official comments. Google also appears to have penalized several U.K. newspapers in the past week. Cutts makes no reference to Interflora in his recent post, but emphasizes that selling links or entire advertorial pages with embedded links violates the search engine's quality guidelines. Google warns webmasters to be wary of people approaching them for paid link opportunities. He outlines a few consequences as well as the reconsideration request process. "We do take this issue very seriously, so we recommend you avoid selling (and buying) links that pass PageRank in order to prevent loss of trust, lower PageRank in the Google Toolbar, lower rankings, or in an extreme case, removal from Google's search results." - Matt Cutts, distinguished engineer. Cutts' comment reminds marketers of the importance of white hat SEO and organic custom content. Google continues to focus on keeping the online playing field even, and brands can increase their PageRank and site traffic honestly through content marketing initiatives. Media files: shutterstock_71195125.jpg (image/jpeg, 1.2 MB)

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