Brafton: Will Facebook Data Use Policy backlash be the end of ads? Organic social FTW

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Will Facebook Data Use Policy backlash be the end of ads? Organic social FTW Aug 31st 2013, 13:30, by Lauren Kaye In a digital age defined by big data, consumers understand they must sacrifice some of their personal information if they want access to certain web content, promotions and exclusive groups. But are they ultimately more receptive to organic social marketing interactions over easy-to-discover ads? Facebook's recent legal settlement and ensuing updates to its Data Use Policy and Statement of Rights shed light on the social network's actual use of members' information, and it received massive criticism. Marketers should take this as a sign that prospects do not want to be tracked and spoon-fed advertisements. Empowered consumers want organic online content that gives them the information they need to make informed decisions. In the update, Facebook explicitly states: When users submit their information, the network reserves the right to keep up-to-date records on names, profile pictures content and information. Data collecton policies apply to users under 18, because they provide parental/guardian consent when they click the opt-in button. While it's good form that Facebook is lifting the veil about its data use policies, the network risks ongoing consumer backlash. Brafton recently covered a Pew Internet & American Life Project report that proved even digital natives are uncomfortable with companies harvesting their data. More than 25 percent of surveyed teens said they've deleted applications that collected their information. It's likely that traditional-leaning audiences are even less keen on the idea of companies tapping into their digital data stream for marketing purposes. Brands must respect their prospects' preferences if they want to earn trust and loyalty. Fortunately, marketers can make smart decisions without using sneaky tactics. By producing high-quality custom content and measuring success with content analytics, SEOs and marketers have metrics they need to fuel effective practices. Media files: shutterstock_106000847.jpg (image/jpeg, 0.3 MB)

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Brafton: Your reconsideration request is a drop in the online ocean

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Your reconsideration request is a drop in the online ocean Aug 30th 2013, 17:00, by Lauren Kaye It might send marketers into a panic if they check their content analytics and notice a dip in search traffic to their websites for top-ranking keywords. SEOs ask themselves if they have done anything different that could be considered black hat, and they check for any new Google updates that might have impacted their rankings. In an age when most businesses receive the vast majority of leads through their websites, it makes sense that a small performance dip demands attention. All the same, Google's Search Engineer Matt Cutts recently released a Webmaster Help Channel video that puts things into perspective. Every week, Google's webspam team receives 5,000 reconsideration requests - that's 20,000 a month. Cutts says Google's teams are in charge of monitoring and tracking 250 million domains and due to that scale, the search engine's staff cannot give every webmaster the personal attention and guidance she seeks when something goes wrong with an SEO strategy. Brafton has covered other recent updates from Cutts that reported marketers will not see examples listed in Webmasters Tools if they have been penalized with a manual webspam action. This information might be the next-best-thing for panicked SEOs who need to find solutions when their brand content loses ground in SERPs. Of course, companies can avoid search ranking punishments by sticking to white hat content marketing and SEO practices - strategies to which all marketers should be privy. Media files: Content-marketing-woes-are-a-drop-in-the-SEO-ocean.jpg (image/jpeg, 0.4 MB)

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Brafton: B2C brands see stronger conversions in 2013

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B2C brands see stronger conversions in 2013 Aug 30th 2013, 15:00, by Lauren Kaye Consumer-facing brands that built strong online presences through social and search engine marketing are reaping the rewards, according to data from a recent MarketLive Performance Index. The study found companies across industries are seeing positive metrics, from stronger web traffic and conversions to lower shopping cart abandonment rates. Traffic to companies' web pages increased 11.5 percent during the first half of 2013, compared with totals from 2012. The majority of site visits are still owed to organic search traffic (31 percent), while 18 percent came from sponsored web content and 61 percent resulted from other sources such as direct visits. Consumers are finding B2C brands through organic custom content and they are converting on site. The number of conversions from natural search results increased 1.9 percent during the reporting period. Meanwhile, shopping cart abandonment rates dropped 1.2 percent and revenue rose 14.8 percent. Brafton recently reported that ecommerce sales are expected to increase this year, toppling $259 billion by the end of 2013. To support the progress B2C brands have already experienced, marketers must create content marketing strategies that nurture prospects as they are pushed through the sales funnel. Media files: shutterstock_65298565.jpg (image/jpeg, 0.2 MB)

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Brafton: A warning to U.S. marketers – UK consumers turn to social for search

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A warning to U.S. marketers – UK consumers turn to social for search Aug 30th 2013, 13:31, by Lauren Kaye Marketers may need to prepare sooner rather than later for the merger of social media content and search. Some sites have already made strides toward this end, with Facebook introducing Graph Search and Bing bringing commentary from social directly to results pages. However, the key to making it work is user buy in. Without consumers' support, new features will fall flat. A new study from Blinkx Video suggests people are embracing a hybrid channel, as 43 percent of surveyed 18- to 24-year-olds from the United Kingdom say they turn to social networks to discover online content over search engines. The same was true for 34 percent of 25- to 24-year-olds and 22 percent of respondents between the ages of 35 and 44. This could be the result of networks' efforts to improve the quality of digital content surfaced in news feeds. As one example, Facebook recently announced an updated algorithm that takes new factors into consideration when determining which posts to display, including relevance, timeliness and audience centricity. If users continually see posts that pertain to their interests, rather than being inundated with news about long-lost acquaintances, they may begin to see the channel as a source of information. Likewise, LinkedIn is realizing its potential as a platform for content creation and publication, Brafton recently reported. By offering organic news pieces and promotional content, the network aims to keep professionals informed of developments in their industries. As the division between search and social comes to a close worldwide, marketers must be certain the content they share across platforms works seamlessly together. In the past, brands might have distributed social media content that primarily promoted their brands or showcased products. Members looking for information on networks want more than that - they want to read stories containing fresh information and exclusive insights. Media files: Search-trends-changing.jpg (image/jpeg, 0.5 MB)

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Brafton: 70% view your site with high-speed connections – Are you fast enough?

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70% view your site with high-speed connections – Are you fast enough? Aug 29th 2013, 17:00, by Lauren Kaye If your brand's website is slow out of the gate, your SEO strategies will suffer. No matter how many well-placed keywords your news content contains, or how many links it receives from reputable sources, your site will still rank lower than faster domains, according to Matt Cutts' latest Webmaster Help Channel video. At first glance, it might not make sense why this would be such a differentiator, but consider this - 70 percent of Americans are viewing website content via high-speed internet connections. The Pew Internet & American Life Project recently released a report showing that only 3 percent of consumers are still using dial-up connections. Of those who don't have fast internet in-home, 10 percent use smartphones. Brands' websites must load quickly and offer interactive digital content to give customers valuable experiences. "Broadband users can consume and create many types of content in ways that dial-up users cannot, and our research has long shown major differences in these two groups' online behavior," Aaron Smith, a co-author of the Pew Research Center report, said. For one, most internet users are unwilling to wait for slow-loading pages to display the content they want. Google is taking note. When individuals click links served in search results, they expect the promised content will render within a matter of seconds. If the pages don't show, those users are likely to click back to SERPs and choose another result. Essentially, those slow-loaders seem less relevant than their faster competitors. Websites aren't something marketers can set and forget. Brands that casually produce content for their pages and optimize for search crawlers are at a disadvantage to companies that actively measure their pages' performance through content analytics and update to keep up with customers' evolving behavior. Media files: shutterstock_63280792.jpg (image/jpeg, 0.3 MB)

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Brafton: Only reaching top-of-funnel leads? You’re content marketing wrong

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Only reaching top-of-funnel leads? You're content marketing wrong Aug 29th 2013, 15:55, by Ted Karczewski ​B2B content marketing can be a powerful way to generate new leads, but many executives are hesitant about content creation because prospects are often too early in the purchase process to convert on the spot. This requires brands to coordinate campaigns and push consumers through the funnel by pinpointing content types that add value to sales props. For a high percentage of B2Bs, this is where content marketing gets hard. Which media types help achieve the right goals for a given business? According to a Business.com report, white papers and sponsored email content help attract top-of-funnel leads more than any other type of content. Approximately 50 percent of surveyed B2B professionals said white papers are "valuable" or "extremely valuable" for lead generation, and 38 percent credited sponsored email marketing campaigns with being equally as important for sales. Other useful strategies include unique video content and webinars. Data reported by Business.com coorelates with new research published by the American Business Media (ABM). According to the source, B2B marketing budgets increased 29 percent between 2012 and 2013, with almost 50 percent of brands expecting to further increase their marketing spend moving into 2014. Some areas ABM found to be of high priority for B2Bs were search engine marketing (45 percent), mobile advertising (43 percent) and white paper marketing (41 percent). As more brands invest and experiment with digital marketing, creative teams must develop their skills to accurately analyze content analytics. The claim that content marketing only reaches top-of-funnel leads is unfounded. Marketers who feel their efforts only graze the surface don't fully understand their customers' needs. Start by evaluating web trends and using analytics to uncover patterns, then speak in a language the average buyer understands. Always remember content is about storytelling and relating to an audience, not direct sales. The value you communication and worth of your product or services should be held responsible for supporting your bottom line. Media files: shutterstock_114662647.jpg (image/jpeg, 0.4 MB)

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Brafton: Google connects the PPC and organic dots

Brafton News Content Marketing

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Google connects the PPC and organic dots Aug 29th 2013, 13:30, by Lauren Kaye To use PPC or custom content? That's no longer the question for marketers who understand their brands need a healthy balance of paid and organic strategies to reach their goals. Brafton covered a report showing that companies are spending less on paid ads in 2013, which suggests they are dedicating more resources toward content creation. Marketers balancing multiple campaigns will find it's easier to evaluate their content analytics with new AdWords reports that synthesize paid and organic practices. Parsing key metrics from both campaigns, these overlapping reports will help marketers identify how their efforts work in tandem to drive ROI. For instance, marketers can see which keywords are climbing search rankings and give those terms added support with a complementary ad campaign. Likewise, they will see when keywords are generating strong results through organic content alone, and then reallocate their ad spend toward other terms considered low-hanging fruit. Perhaps more importantly this approach to content analytics provides marketers with an overarching view of how their efforts are working together. With this data, they can make changes to capitalize on new opportunities and avoid leaving money on the table by overlooking gaps in the online marketplace. Media files: shutterstock_120297835.jpg (image/jpeg, 0.8 MB)

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Brafton: Why it’s time for marketers to embrace Authorship [Free Resource]

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Why it's time for marketers to embrace Authorship [Free Resource] Aug 28th 2013, 15:41, by Lauren Kaye Throughout 2013, Brafton has continually tracked the rising importance of Authorship for online content creation. To inspire marketers, we provided six examples of publishers who are already doing it right and explained why it's a best practice for internet marketing - it lends credibility and transparency to web content. However, Authorship, and Google's theorized AuthorRank technology, aren't yet posing a threat to your brand's position in search engine results pages (SERPs). Google's Search Engineer Matt Cutts released a video, dispelling rumors about a new ranking that rewards or punishes web content based on authors' credibility. So, there's still time for brands to get on board! We've created an "Content marketing, meet Authorship" resource and infographic to better explain Authorship and why we think it's beneficial for SEO. Download the resource here, and check out our infographic here. Who's your favorite author? Once a common ice-breaker, this question could become less important as people read fewer print materials in favor of digital content - a transition that is already well underway. Thirty-four percent of Americans say they learn about breaking news from websites first, and 31 percent abandon traditional news sources that let them down. 34 percent of Americans say they learn about breaking news from websites first, and 31 percent abandon traditional news sources that let them down. The problem is that when internet users look for articles online, they don't always know which sources deliver the most accurate and timely information. Readers can narrow it down based on the publishing website - The Wall Street Journal is better than About.com - but what about authors? It appears Google has been building a solution to this dilemma, acquiring patents for technology that would (theoretically) allow the search engine to assign search rankings based on author-related signals. Currently, writers can create digital signatures - AuthorBadges - that display their photos and bylines alongside headlines in SERPs. This is known as Authorship, and the benefits are multifaceted. Internet users can put faces and names to the content they regularly read, and writers get credit for the materials they publish. Google might also see this as an opportunity to create better user experiences because attaching authors' names to content would potentially cut back on plagiarism and poor-quality articles. Some reports have even found that brands using Authorship have seen better SEO results. Users are more likely to click on content with images, which means their attention will be directed toward news articles featuring authors' photos, even if they're not the first and second links in SERPs. Conductor recently found that search results serve more domains that use Authorship, indicating the tides have already shifted in the favor of transparent publishers. If Authorship, then AuthorRank? Eventually, some internet marketers believe Authorship will turn into AuthorRank - a new system for assigning PageRank. Google would hypothetically rank news content based on authors' social media reach and popularity. Instead of relying solely on backlinks, keyword use and SEO techniques, Google would hypothetically rank news content based on authors' social media reach and popularity. Writers with large followings on sites (namely Google+) who publish content that is widely shared and endorsed by other reputable sources would be rewarded with favorable positions in SERPs. While it might seem this technology would make it difficult for amatuer writers to gain traction on the web, Google's search gurus beg to differ. Matt Cutts said this gives authors opportunities to create personal brands through their writing, creativity and insight. Readers will begin to recognize which authors take the angle they prefer or tend to have the inside scoop on breaking developments in niche industries. Ultimately, this drives traffic back to brands' websites and - as we all know - more site visitors and backlinks increases visibility in search. Is AuthorRank definite? No one is certain AuthorRank will ever come to fruition, but that doesn't phase us. We think personal branding is advantageous for writers and businesses. It makes companies more recognizable online and it encourages authors to develop distinct voices that will make custom content catch clicks. So what are you waiting for? Our resource shows you how to setup Authorship so your content can start getting the recognition it deserves. Media files: Content-Marketing-meet-Authorship-whitepaper.png (image/png, 0.9 MB)

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Brafton: Ads go app-free on Facebook

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Ads go app-free on Facebook Aug 28th 2013, 15:27, by Lauren Kaye Facebook recently removed the requirement that brands' paid ads be run through applications, which means marketers can now distribute their sponsored online content directly on company Page Timelines. The move is expected to make it easier for businesses to run social media marketing promotions that generate leads and fuel conversions. Of course, Facebook imposed guidelines to regulate contests. While a business can ask followers to write a product name on its Timeline, the company cannot request participants tag themselves in photos with products. However, they can now collect entries through Page posts and comments, messages and Likes. Facebook's recent updates to its ad policies appear to be paying off. The company reports its share of global mobile internet ad revenues increased around 10 percent between 2013 and 2013. This year, the social network is projected to earn 15.8 percent of all online mobile ad revenue, second only to Google's 53.2 percent, according to a report compiled by eMarketer. Sponsored ads can provide brands with more reach as they entice new prospects to engage with their social media content, but they must also have high-quality organic updates to support their campaigns. Once Facebook users opt in to updates, marketers must distribute brand content to create two-way dialogues rather than solely promoting their businesses. Media files: facebook-shares-pay-off_3333_800466145_0_0_7074418_300.jpg (image/jpeg, 0 MB)

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Brafton: Twitter shows it takes social commerce seriously with new hire

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Twitter shows it takes social commerce seriously with new hire Aug 28th 2013, 14:13, by Ted Karczewski ​The Twitter executives are convinced that commerce will become one of the key benefits to marketing through the platform. While few social media networks have proven to offer compelling ecommerce features, Twitter continues to push forward with new social media marketing features and staff hires. Twitter's Revenue Chief Adam Bain announced via Tweet the acquisition of former Ticketmaster CEO Nathan Hubbard official, appointing him as the business' first ​Head of ​C​ommerce. Hubbard will be tasked with growing Twitter's revenue through partnerships with retailers and other commerce brands. He brings to Twitter his years of experience managing the Ticketmaster brand, which promotes live events. It's unclear the direction Twitter will explore moving forward. In early 2013, the social media network announced a partnership with American Express that allowed users to sync their credit cards to their Twitter handles. More, members could purchase select items using a 140-character Tweet. However, the microblogging site must further develop its commerce strategy to really see a bottom line impact. It's unlikely that a significant percentage of site users will feel confident enough in Twitter's privacy functions to purchase a high-volume of offerings through Tweets or direct messages. Either way, there is a lot to gain by monetizing Twitter marketing campaigns. In a survey from Market Probe International, 72 percent of respondents indicated they were more likely to purchase products or services from brands they follow on Twitter. After social media marketing teams do most of the leg work to build expansive followings via the site, it's the​ ​network's responsibility to establish platforms on which brands can further promote and sell items easily. Until Twitter creates this type of forum, businesses will continue to invest their ad dollars in other proven internet marketing areas. Media files: shutterstock_86910344.jpg (image/jpeg, 0.1 MB)

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Brafton: Yahoo spruces up 7 pages with eye-catching designs, more ad space

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Yahoo spruces up 7 pages with eye-catching designs, more ad space Aug 28th 2013, 13:47, by Lauren Kaye Marketers who see a significant percentage of website traffic coming through Yahoo will find the site offers more opportunities and benefits.The search engine, which was just named the top web property of June 2013, recently announced it's updating seven of its web properties with a better user experience, personalized digital content and even more sponsored ad space. If the search engine strikes the right balance, it could build on its momentum with internet users and provide marketers with more compelling reasons to invest in SEO strategies for the site. The update is also inline with Yahoo's recent efforts to improve user experiences on its web properties, previously enhancing its news and search pages. The release, set to roll out to U.S. internet users this week, also features responsive design elements, which ensures people on mobile devices enjoy the same high-quality experiences as consumers using desktop computers. Having a site that displays quickly and properly on smartphones and tablets is expected to become a major differentiator between domains that succeed or fail. Google has also provided guidance about mobile displays, advising webmasters to optimize for user experience or expect their search rankings to suffer. Media files: squares_yahoo.jpg (image/jpeg, 0 MB)

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Brafton: Yahoo might be top web property, but Google still drives most traffic

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Yahoo might be top web property, but Google still drives most traffic Aug 27th 2013, 16:46, by Lauren Kaye When it comes to search engine optimization, marketers know it's important to prioritize ranking signals for sites with the most internet users. Google has been the out-and-out winner for a couple of years, so it came as a surprise that Yahoo was named the top web property in comScore's Media Metrix report for July 2013. However, new data from Parse.ly's initial Authority Report shows Google is still responsible for the most traffic going to brands' websites. This means marketers shouldn't put their SEO strategies in reverse to learn which web content ranks best on Yahoo just yet, as Google's algorithms and search crawlers will still determine how many consumers get to their sites. The Authority Report found that Google is still the dominant source of traffic, with more than 200 million pageviews coming from the search engine and its subsidiary web properties like Google News, YouTube and Google.ca. Facebook came in second with a fraction of pageviews (under 80 million), followed by Outbrain and then Yahoo. Until Google loses traction as the No. 1 search engine, marketers will need to stick to the site's quality standards. To dominate SERPs, brands must create custom content that offers value to readers rather than implementing shallow SEO practices that provide short-term wins. Media files: Search-trends-changing.jpg (image/jpeg, 0.5 MB)

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Brafton: Only foolish brands ignore LinkedIn for content marketing

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Only foolish brands ignore LinkedIn for content marketing Aug 27th 2013, 15:30, by Ted Karczewski ​Social media networks must adapt to remain relevant. As marketers get a firmer hold on how to use sites like LinkedIn to target prospects, members will increasingly get annoyed at the constant barrage of promotional media thrown their way. This inevitability has led major networks to expand their reach and explore new-media opportunities. For example, LinkedIn looks to grow its services into a full-fledged online content publishing platform. ​Hosting more than 225 million monthly active users, LinkedIn has surpassed Twitter in terms of reach, and fine-tuned its ad options to outpace Facebook. An eMarketer forecast surmises LinkedIn ad revenue will reach $376 million by the end of 2013 - up 46.7 percent year-over-year. More, the source expects total ad revenue to total $763 million by 2015. With a new outlook on social media marketing and content curation, LinkedIn continues to develop technologies that make service discovery easier. Marketers can take advantage of native ad space in the News Feed, paid SlideShare units on the sidebar or feed and traditional organic content marketing through the social channel. While the B2B network has worked hard to improve its influence on brands producing custom content for lead generation, results have yet to be widely reported by marketing departments. That's not to say LinkedIn's efforts are futile, but it speaks to the unfamiliarity many professionals have with marketing through the site. There's no reason LinkedIn shouldn't be the go-to social network for brand awareness and sales. With its ability to draw today's industry leaders to the 'net, marketers must tap into their creative sides to really understand how to pool together LinkedIn ad offerings and organic content to fuel referral traffic and website conversions. LinkedIn has put the pieces in place, now brands have to seize opportunities and expose the inherent value in networking on the web. Media files: shutterstock_99676199.jpg (image/jpeg, 0.1 MB)

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