Black History

What is Content Marketing?

Companies use content marketing strategies in order to attract the attention of potential new customers and then retain them long enough to gain their business.

These strategies are not simply producing content but creatively weaving content in a way to make it interesting.

Here is a list of steps you want to follow before you start implementing content marketing in your moving business:

Designate someone to be in charge of your content marketing
Define the mission or purpose of your marketing
Publish daily or at least very regularly
Publish content that is popular with modern culture to gain audience attention
Choose between using a branded or unbranded content hub
Optimize subscriber building
Implement Content Marketing ROI to determine your engagement and reachability
Once you have looked at these steps, you can look at several content marketing examples of techniques to use for your moving company.


Content Marketing Examples

When implementing content marketing techniques for your business there are many ways to creatively draw attention. Let’s look at 10 examples of content marketing techniques you can use.

1. Blogging

Blogging is a great starting point for content marketing. It allows you to draw attention to your social media presence and attract followers. Here are a few blogs of companies that are successful:

Buffer
Hubspot
Rip Curl
Write an article about several things that stand out about your moving company and title it something like “5 Reasons Our Moving Company is Unique.”

2. SEO through Social Media

Social media platforms are incredibly important when marketing for your business. Followers and visitors who share your content generate more traffic for you by indirectly helping your SEO search rankings.

An example of this technique is Lush cosmetics. Lush encourages social media users to post pictures or videos of their products with hashtags for Lush cosmetics which puts their products in front of many more potential customers.

By implementing SEO tactics on their social media platforms, they have generated over 4 million followers!



3. Video Content

Consider driving awareness for your brand through video ads. YouTube is the ideal platform for video ads and a great example of a company that used this strategy is Hootsuite.

They took the popular show “Game of Thrones” and grabbed the attention of viewers to weave this topic into their brand. They titled their video “A Game of Social Thrones” and then proceeded to tell a relatable story.

4. Images

Images with the fewest words possible tend to be the most powerful. Instagram is a great platform example for using images to generate business.

A perfect example of a company that uses top-notch photography techniques when marketing their products is Rolex. This iconic watch brand relays the timelessness of their timepieces through pictures that emanate quality.

5. Pithy Slogans

You want to designate a creative person or hire someone specifically to come up with a creative saying consumers can associate with your brand. A great place to find someone for the job is Upwork.com.

Here is a list of several companies with incredibly successful slogans:

Nike: “Just Do it!”
KFC: “It’s finger-lickin’ good”
Dunkin’ Doughnuts: “America runs on Dunkin’”
Coca-Cola: “Open Happiness”
McDonalds: “I’m lovin’ it”
If you can hire someone to come up with a witty saying that encapsulates your business the way creative writers wrote ones for these successful business examples, then they are worth their weight in gold!

6. Create an App

Charmin has a great reputation of incorporating humor into their ads but that’s not all they have done to build their success.

Another one of their successful marketing strategies is their development of the “Sit or Squat” app. This app allows people to find the nearest and cleanest public bathrooms to their location.

So far, their app has boasted over 100,000 downloads!

7. Resources and Ebooks

Simply Business is an insurance firm located in the UK. Sounds boring right? Wrong. They actually produce ebook guides and resource tips for other small businesses from event planning to local moving companies.

One example they’ve written is “The small business guide to Facebook.” They have generated thousands of shares and likes from their customer audience, boosting their company visibility and driving traffic to their site.

8. Personalization

It’s basically guaranteed you have heard of Coke’s “Share a Coke” campaign unless you have been living under a rock. Coke targeted consumers with a personalization tactic.

The reason this campaign was so successful was that its products incorporated 150 of the most popular names on the packaging. The emotional connection between buyers and the coke products are what made the bottles fly off the shelves.

9. Infographics

People generally are in love with reliable data displayed in a simple manner. These data report images are shared by social media users all the time.

Shutterstock is an example of a company that uses infographics. Since their business consists of images, they have created a resource that anyone can use called a creative trends report.



10. Relatable Humor

Does anyone else watch the Superbowl just for the Geico Car Insurance commercials? Geico is the perfect example of a company that could be considered a boring service but uses humor to make its company anything but boring.

Not only do they incorporate humor in their commercials, but they employ slant humor between their name and their mascot. In some dialects “Geico” can be the pronunciation of the word “gecko” and by associating their mascot of a lizard with their name, they achieve the goal of capturing your memory.

Now that you’ve read about many examples you can implement in your content marketing plan, you are ready to start your content marketing strategy.

Standing Out in the Crowd

At the end of the day, you want to choose content marketing examples for your moving business that appeal to people through emotion (telling powerful stories), personalization when possible (like Share A Coke), and honesty (gaining consumer trust).

Thanks for reading and be sure to check out the rest of our blog for other business tips and strategies!

While search engine rank is ultimately based hundreds of factors, it rests on three main characteristics: relevance, trust (impacted by technical and social factors), and authority (based on backlinks and other factors like domain age).

Complete SEO analysis and optimization - RyteThe core element of SEO is content; no amount of technical excellence or high-quality backlinks will help thin, low-quality, or irrelevant content rank well. The best content is highly relevant to its target keyword phrase (and therefore to corresponding searches), well-written, and easily digestible.



Though the broader practice of SEO has evolved over time (as detailed in SEO: The Movie), relevance and “digestibility” still form the basis of on-page SEO. Just as elements like a table of contents, chapter titles, and an index make a book easier to read, so on-page SEO makes web pages easier for both search engines to evaluate and human readers to absorb.

This interactive graphic illustrates 14 vital components of on-page SEO best practices. It uses The 26 Best All-in-One SEO Tool Suites as an example. That post has recently ranked between the first and third spots on Google for the phrases “best all in one SEO tools” and “best SEO tool suites.” Hover over any of the arrows to see the details.



As this interactive graphic demonstrates, on-page SEO involves optimizing a number of technical, navigational, and design aspects. But the practice is most commonly thought of in terms of how and where target keyword phrases are used in posts and pages. Among the important places to include your target keyword phase are:

In the meta title tag: This is possibly the single most important place to use your target keyword phrase, and preferably at the beginning. Using that keyword phrase in the meta description tag is optional, as that text doesn’t really impact ranking–it’s more about “selling the click” when your page does appear in search.

In the on-page (H1) headline: It’s helpful (and logical) to use your target keyword phrase in the visible title of your page content.

In the body text: Use your keyword phrase, within the first 100 words if possible, and at least a few times (depending on word count) in your page content. Also use synonyms. Use these terms naturally though; your text should flow logically, and there’s no need to “keyword stuff” your writing (that can actually backfire).

Did you know that the open rate for SMS is nearly 98%?

Because SMS can offer such incredible open rates, it can be one of the best ways to reach your target audience. But if you want to use SMS to market your business, you may have doubts about where to begin.

You might be unsure of how to get the phone numbers for your campaigns. You may also worry about the kind of messages you should send people, once you have their phone number.

his post aims to provide you with some clarity on how SMS marketing works. Once you’ve read this post, you’ll be able to comfortably answer the question “What is SMS marketing?”



Let’s begin!

What Is SMS marketing?

SMS marketing is a means of marketing that’s based on you sending text messages to people. SMS (short message service) is just another way to describe a text message, and the two terms are interchangeable.

This method of marketing works well, as people carry phones with them everywhere they go. This then makes it easy for you to reach your target audience, no matter where they are.

Additionally, a text message often demands more attention than an email. This is usually down to the fact that not many other companies are using SMS marketing to contact customers.

It’s also worth noting that the notification for a text message often differs to the notification for an email.

SMS notifications are often more audible and can cause the phone to vibrate, whereas emails might not allow for this to happen. Following this, SMS marketing can produce better levels of engagement. That’s because people will quickly check their phone, upon receiving a promotional text message.

Considering that 93 percent of online experiences begin with search, and that even 82 percent of customers about to buy something in store will still research online, brands today cannot afford to overlook the importance of SEO and creating a strong digital presence. Many organizations, however, have to learn how to manage this with a small SEO team. Given the immense task of fully optimizing a site and elevating a brand across the web, this can feel challenging.

Fortunately, we have seen many organizations that achieve considerable SEO success despite a small SEO team by using an optimal strategy. Here is what we would recommend for those who want to take their optimization to the next level.

Understand the importance of training people in multiple disciplines
When it comes to building a highly efficient small SEO team, you want to emphasize the importance of cross-discipline training and cooperation. One of the challenges faced by small SEO teams is the variety of disciplines that go into building a solid SEO strategy.



In general, you need someone who:

Can manage the technical side of SEO to help you take advantage of opportunities in presentation with coding and schema markup

Will produce high quality content to help demonstrate the brand’s expertise and trustworthiness
Has the ability to do standard on-page SEO optimization to help the content rank as highly as possible

Understands how to use social media to engage with prospective customers and drive traffic back to your site to build engagement and rankings

A marketer who understands the overarching SEO strategy and content production who can create schedules and fit all of the different pieces together into a solid strategy.



On a small SEO team, it may be a challenge to create a fully equipped team with a member to fill every role. Instead, often a single team member needs to have the insight to fill multiple roles.


Offer opportunities for team members to receive training in various disciplines that the group needs. For example, provide your content writers with lessons and training opportunities to help them understand how to do on-page SEO.

Online, there is now a wealth of opportunities for brands who want to find training for different areas of SEO. Blogs, like our BrightEdge blog,  can help novice SEO professionals delve into different areas of specialization. Training courses and books can also help professionals learn more about how to drive success online.

Great SEO can get sites to the top of organic search rankings, provide valuable traffic from long-tail or high-traffic keywords and play a crucial role in driving growth to your company. However, there is one pitfall to all the hard work that goes into ranking at the top organically. That pitfall is paid search. With pretty minimal effort and investment, competitors can start driving traffic from the same keywords you spent months attempting to rank for. That’s why the best digital marketers supplement SEO tactics with targeted PPC to yield top results.

How to make SEO and PPC efforts work together it's always important to remember that no matter how good your rankings, the top 2 or 3 or even 4 results are likely to be search or shopping ads. They will inevitably cut into the click-through rates of top-ranking pages.



SEO and PPC Work Best Together — Here’s Why

SEO strategies are often thought of as long-term and sustainable approaches to digital marketing. Fast advancements in rankings and increases in traffic are hard to come by. Strategies take months and often years of commitment in order to yield results. PPC management efforts, in contrast, can yield results almost immediately—but are costly in the long term. Balancing both long-term and short-term strategies is ideal.

Stopping the Competition:

No matter your ranking, it is likely that paid ads appear above your organic results. If you want to fully capitalize on search results, it is a good idea to supplement keywords of value with targeted PPC ads.

In addition, some companies love to implement “conquest” campaigns in which you pay for keywords that include your competitor’s brand in them. These can be costly, but potentially quite effective. Thankfully, protecting your own brand with PPC is relatively inexpensive, but then again, you’re spending extra money on something you probably rank for.

Actionable Tip: If you’re on a tight budget, or you have a client concerned with branded campaigns, drop the maximum cost-per-click significantly lower. AdWords likely won’t tell you how low you can go, and will suggest much higher, but because this is your brand and there is likely a much higher relevance to your ads and landing pages, you can significantly reduce costs without losing your position. Make sure to test this out to find the right balance and determine your optimal standing.



Keyword Research/Testing:

Use PPC results to determine the best opportunities for organic, long-term approach (this includes PPC tests for headlines, ad copy, landing pages and keyword optimization).

PPC campaigns can be a great way to test the potential value of creating content that can organically rank for the same keywords. Maybe there is significant volume, but if no one converts, PPC can help determine that.

If competitors are paying for keywords, it is likely that they have determined that those keywords have value. Checking competitors’ campaigns can give great insight into new keywords to target, as well as language that best converts.

B2B companies are doubling down on social media and it’s paying off. Many social media marketers feel like social media is an important part of their overall marketing strategy, and they’re employing the latest trends and available options. After all, Content Marketing Institute reported that 61 percent of B2B marketers increased their use social media for content marketing purposes compared with one year ago.

Decision-makers are using social media for business and for personal use, and it’s important to reach them whenever they’re online. When sharing a relevant message, they’re more likely to pay attention and consider your brands products and services.

Below are some examples of actual B2B companies on social media and what they’re doing right to connect with their audience and leverage social media in the right way.



B2B companies are doubling down on social media and it’s paying off. Many social media marketers feel like social media is an important part of their overall marketing strategy, and they’re employing the latest trends and available options. After all, Content Marketing Institute reported that 61 percent of B2B marketers increased their use social media for content marketing purposes compared with one year ago.

Decision-makers are using social media for business and for personal use, and it’s important to reach them whenever they’re online. When sharing a relevant message, they’re more likely to pay attention and consider your brands products and services.

Below are some examples of actual B2B companies on social media and what they’re doing right to connect with their audience and leverage social media in the right way.

Custom Images

TripAdvisor has a Twitter account that’s just for their hotel partners that have listings on their site. Not only do they do a great job serving the community of hotel owners and managers that want to connect with them, but they also have a very visually appealing Twitter profile. Almost all of the images they share or retweet are branded with their logo and “Certificate of Excellence” that reminds anyone viewing their feed that they represent the B2B side of TripAdvisor.

Oftentimes, these types of images aren’t difficult to create.

TripAdvisor created images for the winners using a photo from their hotel and then placed their logo and a few graphic elements that match their brand colors on top of it. This cohesive feel leads to a more professional appearance and also plays into the idea that they represent the highest quality hotels around the world.

As a hotel owner, it would be difficult to turn down the opportunity to be listed on TripAdvisor. The brand aesthetic (with actual photos from hotels on TripAdvisor) represents hotel quality and professionalism, something that any hotel owner or manager would be proud to be known for.

Americans spend, on average, almost six hours per day watching video. People watch video on their TVs, on their computers, and on mobile devices.

So it only makes sense, as marketers, to use consumer’s love for video in order to sell your product. This idea is known as video marketing, and it has become extremely popular over the last few years.

But, what is video marketing? Why is it so popular and how can it help your business? 

What Is Video Marketing?

87 percent of businesses use video as a tool for marketing. If you aren’t using video marketing to drive traffic to your site and increase sales, you’re getting left behind your competition.

The goal of video marketing is the same as any other type of marketing: to increase sales and improve customer relations. With video marketing, you’ll create videos that attract customers and get them interested in buying what you have to offer.



These videos can consist of any of the following:

How-to’s
Brand promotion
New services or products
Customer testimonials
Live events
Entertaining and informative content
And more!

If you’re looking for more creative video marketing ideas, check out this page for additional information.


What Are the Benefits of Video Marketing?

So now that you know what video marketing is, it’s time to answer the most important question. What are the benefits? How can video marketing help my business?

Here are just a few of the benefits of video marketing for business.

https://behindmlm.com/mlm-reviews/us-business-world-llc-review-jd-coin-pump-and-dump-altcoin/Hello to all readers, this is Zak sharing one of my experience with my neighbour.I am 24 and stay in Mumbai, India. Do comment your views on my story. I will start with the story and will describe everything as it goes.


I was living with my family in Mumbai since my birth. Besides our house, we had a home whose owner has rented the first floor of the house to a married couple and the second floor to another one. This story dates back to 2013 when I had just started with my job. Telling about myself I am 5.11” tall, dark and with an athletic build. I had a huge chunk of time with me as my office was very near to my place and did not require much of travelling. I had plenty of time to spend.

To occupy myself I started going to gym and running. It was the month of October and winter had just started. Owing to this I had seen many new faces who had hit the turf for jogging and doing their daily early morning exercise. In mid of October, there was a new arrival in my neighbourhood. A newly married couple named nisha and anish.

Their marriage was arranged and had recently shifted as anish had got a new job in Mumbai. Anisha is a cutie petite girl. She has got the perfect ass. A very tight butt which was jiggly at the same time. She was hardly 23 years of age. She looked very beautiful with her pure white skin, her teeth shining like pearls, eyes of an angel and smile of a slut. I had an eye on her from the day I saw her. For the first time, it was nothing but to admire her beauty. I had even shagged thinking about her more than once every day in spite of getting my dose of fucking from my cousin (anu).


A 5.3” tall girl with an hourglass figure of 36-26-36 was my area of attraction now. I used to stand at one end of my terrace to have a glimpse of her. This constant sneak peek was observed by anu. I neglected her and was always busy with my glares and stares for my new lady love.

On one fine day, I was feeling very horny and said anu that we will sleep downstairs in the room to have our fuck. She denied stating that you can sleep with our neighbour she is not going to sleep with me. I was shocked with her response and understood she was angry on me. I kept everything normal. I had this habit of hitting the gym in the morning.

When I used to go to gym her husband anish would leave for his daily work. As the day passed by I had become friend with anish. As anish was also a young lad we both got used to our company and were a good friend in a month.

Days were passing by and I had become friendly with nisha as well. Nisha and my mother were also getting closed. As most of the time anish used to come late at home, Nisha used to spent most of her time at my house chatting and watching t.V with mom. Slowly she had become part of my family. As I was also working I had little time to see her and ogle at her beautiful face.

One fine day I received a news that my mother’s mom was ill and was admitted. Mom and dad decided to go to nani’s place to see her. I was home alone so mom asked Nisha to take care of me with my food and other daily activities.

The next day only my mom dad flew in the morning. I went to the gym and came back home to freshen up and leave for office. I had developed a very good body by that time and loved it to the core.


As no one was at home I simply pulled down my track and inners and was roaming only on my t-shirt inside the house. I threw off my t-shirt in the washing machine and was seeing my body in the mirror in the hall. I took my protein shake and was sipping it and was playing with my dick with my face facing the t.V. I had connected my PC with USB and had put on a porno to enjoy.

As I still had no mood to go to the office I texted my hr of my nonavailability. I had put on Indian porn of threesome and in that two guys were fucking a girl in both the holes simultaneously. I was playing with my 7-inch meat and was enjoying the show.

I was fully aroused and was imagining myself fucking Nisha and was screaming her name while I was masturbating. I shagged and cummed all over the floor. I was lazy enough to go wash. I took the track pant lying on the ground and cleaned my dick and dozed off on the sofa itself.

As I had slept Nisha crept into my house. My mom has given her a spare key to use it enter my house for cleaning my clothes. As I was not even aware of this I was sleeping naked on the sofa. Nisha pepped into the hall and could hear some noises of fucking coming. As she came into the hall she saw the porno playing on the screen. She forgot everything and was watching it when she found me sleeping on the sofa. She was shocked to see me. She called out my name. All this description was said to me by her when we fucked later.

She called my name twice and as I was a deep sleeper I did not realise it. She did the household work, cleaned up the mess I had made n my room and left. When I woke up I saw all my clothes were on the balcony hanging on the string kept for drying. I was shocked to see that. Many thoughts were coming in my mind and it occupied my mind for almost few hours. It was 12.00pm I thought of having a bath and take lunch.

I entered my bathroom without any cloth and was taking shower when suddenly I hear Nisha calling out my name. Zak your lunch is ready to come to my place. I did not know how did she come inside. I got my answer, I knew it was Nisha who has earlier came in and did the cleaning. Suddenly multiple thoughts started encircling my mind. Did she saw me nude??

Did she touch my dick?

What will she be feeling after seeing this?

I had n number of question popping in my mind like windows error !!

I simply said yes.

I was feeling horny with such thoughts. I took my penis and while in the shower I was moving the upper skin of my dick downward and enjoying the warmth of water jet over it. I did this for few minutes and started moving my thick dick to have pleasure.

Within 5 minutes of masturbation, I had cummed heavily. I took a bath, dried myself and went to lunch at Nisha’s place. She was wearing shorts and t-shirt.

This was not the first time I was seeing her in this attire. But she looked gorgeous to me. The thought that she has seen me naked was arousing me. I was wearing shorts and full-length t-shirt to her house. Due to those thoughts, my dick was already semi erect. She welcomed me with a smile and asked me to sit on the dining table while she serves the food.

I sat there quietly and was seeing her. While she walked past me I could see those huge butts moving up and down in rhythm to her motion. I kept my hand on my dick over my shorts and was squeezing it. She brought the foods on the table and sat in front of me and serve me foods. I was not making an eye contact.

When she sensed I was not acting normal she broke the tense situation by asking why did you not go to the office. I said I was feeling bored so thought of taking a day off. She was behaving normally and asking so what’s your plan for the day.? Going out somewhere? Meeting your girlfriend? Blah blah.

I was just paying attention to her boobs which were very well visible to my naked eyes. Each bite I took I would imagine myself sucking those melons. Nisha was talking to me and I was engrossed in eating… Eating her boobies in my imagination.

She pinched me and asked what happened. I lied that I am having a headache. She told you can sleep her after your lunch I will give u head massage. I finished my food and she gave me a way to her bedroom. As I was tall I was not able to fit on her sofa. I lay on the bed and was thinking this is the same place where anish would be fucking her. I was getting hard on due to such imagination.

Meanwhile, she went to keep the utensils and came back to the room with oil. She took my head and kept it on her lap. I was so aroused as I could the under part of her boobs from below. I was slowly getting aroused. She was like a careful girl caressing my head and giving me a head massage. The smell of her was mesmerizing me, I wanted to just squeeze her big 36d boobs. I initiated the chat, I asked her

I- where is anish ?.

Nisha – he has gone to the office and will come back in the evening.

I- what do you do when he is not in the house, don’t you get bored.

N- today you are here, I should I get bored?

I was loving her talks and thought of surprising her with my question.

I- did you come to my room in the morning ?

N- yes I did. You were sleeping so I did not wake you up.

I- did u see me on the sofa.

She laughed at it and said.

N- I was there for almost half hour I saw everything idiot.

I was bamboozled by her frankness.

I- did you see my dick?

N- yes I did.

I- what do you feel when you saw it.

N- it was huge.Anish has got a smaller one than this.

As the chat was going well. I picked myself up and sat next to her.I was seeing deep into her penetrating eyes. Her lips were inviting me for a kiss. She then opened up and was asking questions which were increasing my dick rate !! Yes, dick rate….

N- tumne kabhi kisi ladki ko choda hai (did you had sex experience with anyone)

I- yes I had sex with few.

N- tumhara stamina kitna hai, kitne baar kar sakte ho,( how many time you can do it in one go)

I- if its you ii can do it for minimum 4 times.( I had sex with my cousin once for 4 long sessions once)

N- impossible tum itna kar hi nahi sakte. ( you can’t have sex for so much session)

I- if I prove that to you what you will do whatever I ask you, you will have to do it. She readily agreed to it.

I thought this is the right time to approach her. I put my hands on her thighs and again ask her whether she will do what I ask if she loses. She again agreed and said. Karke dikha pehle fir bataungi.(do it first then I will tell). I was agitated with her reply and thought of showing her how can I do that. It was 1.00 pm and I knew it will take minimum 6 hours for her hubby to come even if he is late.

I went near to her and kissed her on lips. I did not even try to force myself on her.

As soon as I kissed her she opened her mouth without any hesitation and we were engrossed in the kiss. I kissed her for few minutes and my hands started roaming on her boobs over her top. I was moving my hands around her breast and could feel her heart beats. She pushed me aside and removed her clothings in a jiffy. I loved her aggressiveness.



She was giving a nice view of her boobs. Her low neck tank top gives me full access to her two fully developed boobs. This boobs I tell you resembled like mia khalifa’s big rounded one. She was naked in a minute before me without any help from me. She said this is my gift for your dick. Show me what you have . I was already horny and took out my dick.

I walked near her and kept my dick near her mouth. My zuzu was longing for her lips. She took it with her hand and pulled me with my dick on the bedside. It was paining due to her grip. She said fuck me till I die.I knew I a having a lifetime experience with this lady. She pulled my foreskin backward and the bob was out like a purple and red lollypop.

She placed the tip of her tongue on the part of my penis from where we pee. The sensation of her touch was mesmerizing; it gave a sense of shock in me. She rolled her tongue over my penis forehead and licked it like a slut. She indeed acted like one.

My one hand was at the back of her head keeping her busy around my dick and other started to feel her 36 d big boobs and pinched her nipple. She screamed out of pain by removing her mouth from my dick. She said don’t do it again or else I won’t suck you.

I was quiet and moved my hand to other boob. I played with them. I knew that pleasure was building inside me and I could explode anytime. I pushed her towards my head and without giving any signal. I grunted and spurted all my sperms in her mouth. It hit her throat and she choked.

Have you heard of Pay-Per-Click (PPC) management? If so, do you know how it works? Did you know that PPC can help your company’s advertising initiatives?

In 2017, about 7 million advertisers invested in PPC management. The investment hit a staggering total of $10.1 billion. But these numbers should not be enough to entice.

You need to understand what PPC really is and how you benefit from it. Why should you invest in it, after all, instead of sticking solely to SEO?




What Is PPC?

Before we discuss PPC management, let us first define what PPC is. PPC is a type of internet marketing model. It involves advertisers that pay a certain fee every time their ads get a click from online users.

In essence, PPC does not help companies earn organic visits. PPC buys those visits for your website.

One of the most popular forms of PPC is search engine advertising. Through this method, advertisers can bid for ad placements. These placements are in links that 

search engines sponsor.

For example, your company offers handbags; so you bid on the keywords “quality handbags.” Through PPC, your ad may show up on the top spot of Google’s results page.

Whenever a person clicks on your ad, PPC directs him to your website. In turn, you need to pay a minimal fee to the search engine.

If you are wondering if paying for $4 click is worth it, the answer really depends on the PPC campaign’s effectiveness. Even if a click costs you $4, it becomes insignificant once you sell a bag that’s worth $200.

PPC Management: How Does It Work?

Now that you have an idea on what PPC means, let’s discuss what PPC management is. It basically involves a team of marketers that will oversee your company’s PPC strategy. Their management team’s goal is to ensure an effective PPC strategy in relation to the budget that you have.

lf Sales and Marketing were a manufacturing operation starting with raw materials — leads — and ending up with 5% to 20% in a deliverable product — won sales — it would soon be shut down to determine what is wrong.

However, companies continue to spend untold dollars on lead generation efforts ultimately doomed to fail.

Lack of lead management impacts lead conversion and ROI

I think the major cause for poor lead conversion and ROI is the lack of lead management, also known

 as passing unqualified leads, or marketing qualified leads (MQLs), directly to sales reps.



Lack of lead management impacts lead conversion and ROI

I think the major cause for poor lead conversion and ROI is the lack of lead management, also known as passing unqualified leads, or marketing qualified leads (MQLs), directly to sales reps.

MarketingSherpa captured some of the key lead management issues in the B2B Marketing Benchmark Report. Of the 1,745 marketers surveyed, the research showed the following:

b2b lead management, Introduction to Lead Management68% of study participants have not identified their Sales and Marketing Funnel

61% send all leads directly to Sales; however, only 27% of those leads will be qualified

79% have not established lead scoring

65% have not established lead nurturing

In my own experience working with companies, I’ve found the top issues include:

Marketing qualified leads (MQLs aka inquiries) have been sent to salespeople without qualifying them first or sending leads to Sales based on lead scoring alone.

A lead nurturing program has not been implemented.

Sales has not been given the means to hand leads back to marketing to re-engage for further work or nurturing on their behalf.

One of the things we’re really proud of at KoMarketing is the length of our client relationships. While we have clients who have only been with us for a year or two, we have others who have been with us for over 12 years. In the digital era where things change on a dime, that’s pretty amazing!

The thing is, we view our programs as real partnerships. At the end of the day, we are only successful if our clients are successful.

Now, you might be thinking, “Casie, I thought this was a blog post, not a sales pitch?”. Bear with me. See, one of the reasons we’ve had these long-lasting relationships is because our clients help us deliver results. They ensure we have the right information, the right tools, and the support we need.



And that’s the key.

For businesses that are currently working with a B2B digital marketing agency or looking to work with one in the future, there are a few things you can do to create a successful partnership. Let’s take a look.


Communicate Expectations

The majority of programs fail because there is a breakdown in communication, specifically when it comes to expectations. Be clear in what you are looking to get out of the program and how you expect the program to run.

For example, if you have a certain number of leads you need to acquire in a quarter, make sure your agency knows what that number is. This will determine the type of tactics they use and how aggressive they need to be. It can also dictate budgets.

Here’s another example – If you want content written in a certain voice, be clear in what that voice is. Provide your agency with brand guidelines, examples of existing content, and don’t hesitate to connect them with the communications team or SMEs who can provide more insights into how things should be written.

The more clear and direct everyone is in their expectations, the better off everyone will be. Our most successful programs stem from having clear expectations set at the beginning of the program and reiterated and adjusted as needed. Don’t hesitate to speak up.

Many organizations then started placing high hopes that all their knowledge management woes would have found their savior. If Wikipedia can be as good as Britannica, we could replace all our outdated corporate knowledge repositories with wikis. The wisdom of crowds would run its magic, and we’d have high quality and up-to-date content we can rely upon.



Image by Octavio Rojas via Flickr

Six years later, we can safely say that the predicted wiki utopia never materialized. Was that just a collective hallucination caused by too many consultants who drank a lot of the Kool-Aid 2.0? How come that Wikipedia is even more successful today than back then (6th most accessed site worldwide), but a good chunk of our corporate wikis are moribund and abandoned, with content that’s often worse than the ones created by our decades old, expert-based, top-down traditional processes? Was Wikipedia just the exception that proved the rule? Is the Britannica model really outdated? Keep reading, and you may find that the actual answer is a bit of the above, but with a significant twist.

Before showing any numbers to show the success of Wikipedia, just take a look at Wikistream, an impressive visualization of what’s happening in Wikipedia right now. Here’s a snapshot as a teaser, but I highly recommend you to click in the link above for the real deal:

As you can see, at any given moment there is an incredible number of editors frantically updating Wikipedia. Thus, it’s no wonder that enough of interesting and high-quality content is produced to convince more than 400 million unique people to visit it every month. Here’s Google’s estimate on the number of monthly visitors for the top sites on the web (excluding themselves):

Now, take a look at this second stat: in the English version of Wikipedia, you have approximately 23 editors (generously defined as people with 5 or more contributions) per million speakers (1.5 billion, counting the ones with English as a second language). If I did the math right, that means approximately 35,000 editors who contributed to almost 4 million articles there.

Running a successful PPC campaign for a B2B technology company goes beyond coming up with a robust set of keywords to bid on. With search queries from potential customers changing at such a fast pace in the industry, it is essential to not only determine when an ad should appear, but also when it shouldn’t.

This is where highly targeted negative keyword lists come into play.

Negative keywords are words and phrases that shouldn’t be associated with a company’s products and services. When negative keywords are added to a PPC campaign, ads will not be served if those words are part of the user’s search query. This will save a company money by avoiding being shown on irrelevant search queries.

With Google’s most recent changes to the match types, it is now more important than ever for technology companies to have a fine tuned, carefully vetted, negative keyword list.

In this blog post, we will be discussing five tactics for developing negative keyword lists that need to be considered for B2B technology companies before launching a new PPC campaign.




Specific Industries

It is essential to understand how to align keyword targets to applicable industry verticals. More than likely, companies are not trying to target every paid search campaign to every type of industry. Understanding specific industries of focus will not only impact keyword bidding, ad copy, and landing pages, but also the negative keyword associated with ad visibility.

For example, if a management planning software vendor is focused on the financial industry, the following keywords should be negative to avoid inaccurate placement:

“Real Estate”
“Accounting”
“Marketing”
“Construction”
Current Events

Technology is always changing, especially when it comes to current events. Sudden changes in the news can affect what people are searching for. If the news topic aligns with a company’s keywords, it could lead to a huge jump in impressions, a decrease in CTR, and lots of irrelevant traffic coming to the site.

Geographic Targeting

Not all technology companies can have the widespread reach of Apple or Google. Companies start small and can expand when it’s the right move. In the meantime, it is important that users from non-serviced areas don’t see the ad.

While geographic targeting will help mitigate the amount of traffic from specific states/countries, a comprehensive negative list of states and cities of where a company doesn’t operate is important to implement as well.

My clients often ask me to write posts for their industrial blogs. This requires me to work very closely with engineers and technical SMEs (Subject Matter Experts) on a daily basis for creating content. I have learned some important lessons about blogging that are specific to this technical and industrial audience.

Editorial calendar: This may sound like content marketing 101 but let me tell you why it is so important for industrial blogs. At a recent discovery meeting, I received little to no response when I asked a group of engineers about their customers’ challenges that we could blog about. I was expected to do the industry research and come back with a list of topics. Ideas for blog posts just flowed after I presented my findings. I kid you not; I now have weekly blogging topics lined up until the second week of November for this manufacturing client.



SME Interviews: I have found it a lot easier to write technical blog posts if I start by interviewing SMEs. I have to do my homework and come prepared with a list of intelligent questions to ask. Engineers can spot a novice quickly and they are not particularly patient with people trying to interview them about a topic that the interviewer knows very little about.

Be a ruthless editor: Writing copy based on interviews is one thing but the skill that I find most useful is editing. It takes time and understanding of the subject matter to publish blog posts that are compelling stories that educate and engage readers. One caveat I have discovered is that there is a fine balance between being a marketer and a technical content editor. What may sound geeky to a marketer may be just the right content for a technical audience.
Become an SEO expert: You’ve got to learn most everything there is to know about keyword research, on-page SEO and internal linking with keyword-rich anchor text. There is no point in publishing a bunch of unoptimized blog posts that your target audience will never find in search engines. SEO and social marketing skills are what separate a content marketing expert from a copywriter.

Add a touch of humor: This one is a myth buster. Contrary to popular belief, engineers do have a sense of humor and appreciate wit. Just don’t go overboard and try to be too clever and cutesy. Clever wordsmithing will only take you so far if your content lacks technical accuracy and substance.
For more on this topic, you may want to read my earlier post, “How to Coax Content Out of Engineers.”

As a Mechanical Engineer myself, I find it easier to interact with technical SMEs but I still have to go in there prepared to get my job done. I know I couldn’t just wing it after all these years and having written hundreds of industrial blog posts.

Creating a publicity campaign could never be easier now thanks to social media. Gone are the days of printing out thousands, if not millions, of flyers. No more buying up space in your local newspaper and plastering your logo on billboards. Digital marketing can spread your brand to users all over the globe. Or can it?

Let’s be honest about something. Even though pop-up ads have become less of a nuisance, you still don’t dare turn off your ad-blocker. You may be a small business promoting your brand online, but every click you get is a glittering buoy in a sea of apathy. Perhaps digital advertising could learn a thing or two from print ads.

Different marketing styles need to stick together when the going gets rough. So, here are ways print and social media can integrate for a better yield.



Business Cards

Whether you’re a freelance artist or a realtor in North Carolina, business cards are as professional as a LinkedIn page. Cards are great for handing out at events or meetings. In addition to your occupation and company, be sure to include social media and website addresses. A sleek, eye catching design goes a long way, too.

Catalogs

In 2016, catalog mailings were still sent 9.8 billion times despite the presence of online retail. This is because catalogs keep the buyer immersed in a brand while away from a computer.

Make catalogs available upon request to returning customers and new ones. Treat your catalog like a specialized magazine that showcases your products to prospective buyers. Sweeten the deal for them by adding exclusive coupon codes and giveaways that can be redeemed by mail-in or online.

Crowdfunding

Remember those PBS telethons where you donate money to support their programming and get a free tote bag? Crowdfunding is like that, but better.

Crowdfunding sites like Kickstarter and Patreon are social media platforms that connect producers with their consumer base. They provide a clubhouse aesthetic wherein patrons commit a subscription fee to the supplier. In return, they get bonus rewards on top of new and improved product. These rewards vary based on the amount. They can be personalized mailings of postcards, artwork, t-shirts, or any other published materials.

“Growth hacking” is one of those buzzwords that’s started popping up in digital marketing circles over the last few years. But what exactly is growth hacking and how can you use it to benefit your content marketing efforts?

The clue is in the name – growth hacking is all about growing your business rapidly with a limited budget. The term came about from start-ups who needed to grow their fledgling businesses as quickly as possible with limited resources. These start-ups typically achieve this growth by taking advantage of low-cost alternatives to traditional marketing that can be extremely effective when done well.

A growth hacker is essentially a marketer who might use a combination of techniques including social media, viral marketing, and SEO to increase brand awareness and conversion rates as quickly as possible.

Your business may not be in the start-up stage, but you can still use growth hacking techniques to grow your business.

When you apply these techniques or “hacks” to your content marketing, you end up doing something that’s come to be known as “content hacking”. A content hacker is someone who achieves massive growth through content.



Quick Takeaways

Content hacking can help boost your marketing efforts in a short time, with a limited budget.
Good content hackers are data-driven, innovative, and constantly optimizing their content.
Analyzing your own successful content and that of your competitors is a great start for driving content growth.

Content Hacking Basics

So how do you become a content hacker? The key is to think outside of the box and look for little content marketing tricks that you can take advantage of to attract more social shares, drive more traffic to your site, and boost your conversion rate.

These days, nearly everyone is using content marketing, and for a very good reason – it’s more effective than many other marketing channels, and yet, you can get started on a shoestring budget.

Some of the things you must consider to growth hack your content marketing include:

SEO – Google’s algorithm is always changing. Successful content hackers stay up to date with these changes and know how to craft their content in order to use them for their own benefit.

Data analysis and optimization – successful content hacking strategies are almost always data-driven. By carefully analyzing the data you have available, you can look for optimization opportunities and tweak your content strategy for growth.

Recognizing opportunities – a good content hacker will always be on the lookout for the next opportunity. Something like being the first to publish a breaking news story in your industry could be your key to achieving explosive success.

Understanding virality – viral content is one of the cornerstones of content hacking. There’s no sure-fire way of ensuring a piece of content goes viral, but content hackers will do their best to maximize the chances of this happening.

Originality – content hacking is all about finding your own unique path and not copying what everyone else is doing. Only those who experiment and think outside of the box can become true content hackers.