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Showing posts from May, 2019

How to Upload Documents and Presentations on LinkedIn

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via Marketing Does this content marketing formula sound (very) familiar?Create contentPublish content on my company's website or blogPost the link on all my social channelsCross fingers and hope my audience bitesThis is a foundational play in most marketing playbooks -- and sometimes, it works. But waiting and hoping to see if your audience can be convinced to click a link back to your website isn't the only option marketers have anymore.In April 2019, LinkedIn announced that users can now upload documents and presentations to the platform. Instead of having to convince users to take an extra step back to your website, you can now meet them where they're already spending a lot time -- their LinkedIn feeds.Have a deck from a recent talk you gave? Or maybe an ebook your company wants to distribute to a relevant audience? This new feature enables you to post content assets directly to your feed for your followers to view without needing to download a file or visit a new locat…

How To Leverage The Rise of "Near Me" Searches

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via Marketing Nowadays, voice-enabled devices such as Amazon Alexa and Google Home are becoming increasingly commonplace. Additionally, mobile searches for local services continue to rise, and by 2021, mobile devices are expected to influence $1.4 trillion in local sales.All of which is to say -- people searching online for local services is now more prevalent than ever before.If you haven't optimized your business for "near me" and voice-activated local searches, it's time you consider doing so. Here, we'll explore the importance of local SEO, how you can rank both on desktop and mobile for "near me" related searches, and how to optimize for voice search, as well.The Rise of "Near Me" SearchesIn the past two years, "Near me" searches have witnessed exponential growth, as highlighted in the stats below:There has been 150% growth for phrases like "near me now". For example "Pizza near me now".There has been a 900% …

9 Pillar Page Examples to Get You Started With Your Own

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via Marketing Earlier this year, a handful of my extremely bright and capable colleagues compiled a report on topic clusters. Now first, what the heck is a topic cluster?A topic cluster is a method that uses a single "pillar page" as the main hub of content for a given topic. All of your content assets related to that topic link back to the pillar page -- and the pillar links out to each asset.Here's why it's critical to your content strategy.
Topic clusters aren't just a nice, clean way of organizing content that brings glee to the most Type A of marketers (me, for instance). It also keeps Google happy. As it turns out, the search engine giant has changed its algorithm to favor topic-based content, making pillar pages a requirement for content marketers who want to maintain a high SERP ranking.Here's a handy video explaining how topic clusters work: Now, let's dive into what these pillar pages mean for your business.What is a pillar page?My colleague, Soph…

Can Facebook Ads Influence Integration Adoption? Here’s What We Found.

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via Marketing Platforms are embedded in our daily lives — whether we realize it or not.Have you recently … Ordered food from a service like GrubHub or made a reservation using OpenTable? Booked a ride using Lyft? Used your phone to check your email? All of these seamless interactions require systems to talk to each other via open platforms.What about at work? How many tools do you use to do your job? Do you spend a lot of time updating disparate systems, or do you use a connected stack of technologies to keep things up-to-date? If it’s the latter, you have a platform to thank for your saved time.A platform makes it possible to connect tools, teams, data, and processes under one digital roof. It’s the nucleus of all systems and allows you to connect all your favorite tools seamlessly using integrations. An integration allows disparate systems to talk to each other. By joining tools via integrations, a change made in System A automatically carries through to System B.Leveraging platform…

The Straightforward Guide to the Google Display Network

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via Marketing Millions of dollars are poured into the Google Display Network (GDN) every day. But why? Google offers endless options for marketers to promote their products, so how is this network different?Frankly -- because it works.When industry competitors' congest search engines, the GDN can be a great alternative. With it, there’s less competition for inflated keyword bids, so you're more likely to reach users actively searching for your products and services. Though the audience intent is not as strong, you get a much lower cost-per-click, and many more impressions.Here, we're going to explore why you should use Google Display Network (GDN), how GDN differs from search ads, and how you can target your GDN ads to reach the right people in the right places.Why Use the Google Display Network? The value for GDN boils right down to reach and affordability. Prospecting, brand awareness, and remarketing can come with a hefty price tag when pursued for traditional search ads…