Monthly Archives: June 2020

Posted by Paddy_Moogan

Over the years, I’ve often referred to our link building work as “campaigns”, which isn’t wrong, but isn’t completely right, either. I think that as an industry we need to alter our mindset to focus on what link building should be: an ongoing, integrated, business-as-usual activity.

Link building processes that work for brands now and that will continue to work in the future need to sit closer to the rest of the business. This means tighter integration with other disciplines, or at the very least, acknowledgment that link building isn’t a siloed activity or dark art like it used to be.

In this post, I’d like to propose how we should think about link building and share some ways to make it more sustainable, efficient, and effective.

The problem with campaigns

I want to start by being super clear on something, and I make no apologies for reiterating this throughout this post: Link building campaigns aren’t a bad thing. My core point is that they should be thought of as one piece of the puzzle — not something we should focus all of our time and attention on.

“Campaign”, in the context of link building or digital PR, implies a few things:

• It has a start and an end point
• It is a one-off activity
• It is about a specific “thing”, whether that be a topic, product, or piece of content

There is nothing wrong with these as such, but link building shouldn’t be thought about only in these ways. If link building is seen as a series of one-off activities, or about a specific thing and with a start and end point, it’s never going to be integrated into a business the way it should be. It will always sit around the edges of marketing activity and not benefit the bottom line as much as it could.

Even if you are reading this thinking that you’re okay because you have lots of campaigns lined up — maybe one a week, one a month, or one a quarter — the core problems still exist, but at a more zoomed-out level.

As digital marketers, we want link building to be:

• Taken seriously as a tactic which helps support SEO within a business
• Integrated with other areas to allow for efficiency and wider benefits
• Fit into the overarching digital strategy of a business
• Have measurable, consistent results

Let me demonstrate the final point with the graph below, which is the monthly performance of an Aira client on a 6-8 week campaign schedule:

On the face of it, this looks pretty good. We built over 200 links in 12 months, and were ahead of target in terms of individual campaign objectives.

This graph is the reality of link building campaign execution. We were honest and up-front with clients about the results, and those peaks and dips are perfectly normal.

But it could (and should) be a lot better.

Let’s take a quick step back.

An uncomfortable truth

The uncomfortable truth for many link builders is that a business shouldn’t really need to worry about link building as an intentional, proactive activity. Instead, links should be a natural consequence of a fantastic product or service which is marketed and branded well.

However, companies in this position are the exception rather than the rule, which means that as link builders, we still have a job!

I’d argue that there are only a relatively small number of businesses that truly don’t need to worry about link building. Think of the likes of well-established and popular brands like Apple, McDonalds, Amazon and Coca-Cola. These companies truly are the exception, rather than the rule.

Trying to be an exception and aiming to reach the nirvana of never actively worrying about link building should absolutely be your goal. Putting efforts into areas such as product development, customer service, content strategy, and brand building will all pay dividends when it comes to link building. But they all take time and you need to generate organic traffic sooner rather than later in order to grow the business.

Link building, as part of your larger integrated and robust digital strategy can get you there quicker. I worry that businesses often leave money on the table by waiting for that nirvana to come. They may indeed get there, but could they have gotten there sooner?

The question then becomes, how do they move quicker toward that ideal state, and what does link building look like in the interim? Running campaigns can help for sure, but you’re not really building upward as quickly as you could be.

This is the crux of my worry and problem with running link building campaigns and allowing our strategies to lean on them too heavily:

When the campaigns stop, so will the links.

I know, I know — Aira launches campaigns all the time.

Yes, we have launched many, many link building campaigns at Aira over the years and have been nominated for campaign-specific awards for some of them. I’ve even written about them many times. Campaign-led link building has a very valuable part to play in the world of link building, but we need to reframe our thinking and move away from campaigns as the primary way to generate links to a business.

Driving the right behaviors

It’s not just about results. It’s about driving the right behaviors within businesses, too.

Putting link building in the corner of a one-off project or campaign-led activity is not going to encourage habitual link building. It will drive behaviors and thinking which you don’t really want, such as:

• Link building is a line item which can be switched on and off
• Internal processes have to bend or break in order to accommodate link building
• There is little desire or motivation for wider team members to learn about what link builders do
• Link building is an isolated activity with no integration
• Link building results aren’t consistent (you get those huge peaks and dips in performance, which can bring into question the marketing spend you’re being given)

Working under these pressures is not going to make your life easy, nor are you going to do the best job you possibly can.

I worry that as an industry, we’ve become too focused on launching campaign after campaign and have gotten too far away from effecting change within organizations through our work.

As digital marketers, we are trying to influence behaviors. Ultimately, it’s about the behaviors of customers, but before that point it’s about influencing stakeholders — whether you’re an agency or in-house SEO, our first job is to get things done. In order to do that, link building needs to be thought of as a business-as-usual (BAU) activity. Campaigns have a place, but are part of a much, much bigger picture. Link building needs to get to the point where it’s not “special” to build links to a content piece, it’s just done. If we can get there, not only will we accelerate the businesses we work with toward link building nirvana, but we will add much, much more value to them in the meantime.

Link building as a BAU activity

It is my firm belief that in order to mature as an industry, and specifically as an activity, link building needs to be understood much more than it currently is. It still suffers from the issues that plagued SEO for many years in the early days when it truly was a dark art and we were figuring it out as we went along.

Don’t get me wrong, we’ve come a long way, especially since April 2012 (can you really believe it was over eight years ago?!) when link building began evolving into a content-led practice thanks in part to the Penguin update.

But we still have further to go.

We need to get out of the corner of “launching a campaign” and train our bosses and clients to ask questions like, “How can link building help here?” and “Is there a link building opportunity in this activity?”.

A case study

The best way I can explain this shift in thinking is to give you a real example of how we’ve done it at Aira. I can’t give you the exact client, but I can give you an overview of the journey we’ve been on with them, supporting an SEO team that is relentlessly committed to getting things done — the perfect partners for such an initiative.

I should also point out that this has never been easy. We are on this journey with a number of our clients, and some of them are barely into it. The examples here show what happens when you get it right — but it does take time, and the reality is that it may never happen for some businesses.

Where it started

One campaign. That was it. One shot to get links and show the client what we could do.

We failed.

This was back in 2016. We were lucky in that the client trusted the process and understood why things had gone wrong on this occasion. So, they gave us another chance and this time did a great job.

From there, the project grew and grew to the point where we were launching scaled campaigns like clockwork and getting links consistently. All was well.

Then I was asked a question by someone on the client’s team:

“What’s the evolution of our link building?”

Whilst link building is never far from my mind, I didn’t have a mental model to answer this straight away with any conviction — particularly given what I knew about this client and their industry. I took some time to think about it and consolidate a bunch of observations and opinions I’d actually had for years, but never really made concrete.

Side note: It’s often hard to take a step back from the day-to-day of what you’re doing and think about the bigger picture or the future. It’s even more difficult when you’re growing a business and generally doing good work. It can be hard to justify “rocking the boat” when things are going well, but I’ve learned that you need to find time for this reflection. For me at that point in time, it took a direct question from my client to force me into that mindset.

My answer

I confirmed that our existing model of link building for them was something that was likely to continue working and adding value, but that it should NOT be our sole focus in the coming years.

Then, I explained what I’ve talked about in this post thus far.

I told them that our work wasn’t good enough, despite them being one of our happiest, most long-standing clients. We were getting hundreds of links a month, but we could do better.

Running campaign after campaign and getting links to each one would not be good enough in the future. Sure it works now, but what about in two years? Five?? Probably only partly.

We knew we needed to bridge the gap between different content types:

• Content for links (aka campaigns)
• Content for traffic (informational and transactional pages)
• Content for building expertise and trust

We’d only been focusing on the first one, pretty much in isolation. We’d come up with some relevant topic ideas, build them out and get links. Job done.

This wouldn’t be good enough a few years down the road, because link building would be taking place in a small pocket of a very large organization with limited integration.

It’s now been over a year since that conversation and guess what? Our campaigns are still working great, but we are evolving to do so much more.

What happened

If you haven’t taken a look at what else your business is doing and where link building can add value, this is the first step towards better integration, and thus better link building. By the time the conversation above happened, we’d already recognized the need to integrate with other teams within the client’s organization, so we had a head start.

With the help of the client’s SEO team, we started to discover other activities within the organization which we could add value to or leverage for greater wins:

• The traditional marketing team had been running campaigns for years on different industry topics. Some of these crossed over with the topics we’d created content for.
• The internal PR team had lots of activity going on and had often seen our coverage pop up on their trackers. As it turned out, they were just as keen to meet us and understand more about our processes.
• The brand team was starting to review all on-site assets to ensure conformity to brand guidelines. Working with them was going to be important moving forward for consistency’s sake.
• With our help, the client were building out more informational content related to their products, with us helping brief their internal copywriters.

All of these opportunities sowed the seeds for a new focus on the evolution of link building, and pushed us to move quicker into a few things including:

• Running joint projects with the internal PR team where we collaborate on ideas and outreach that don’t just focus on data visualization
• Running ideation sessions around topics given to us by the SEO team, which are also focused on by their traditional marketing team
• Building relationships with several subject matter experts within the organization who we are now working with and promoting online (more on this below)
• Testing the informational product content for link building after noticing that a few pieces naturally attracted links
• Working alongside the PR team to carry out brand-reclamation-style link building

Where we are now

Just one year from that open and honest conversation, we have been able to show our value beyond launching campaign after campaign whilst still building links to the client’s content. This will hold value for years to come and mean that their reliance on campaigns will be reduced more and more over time.

We’re making good progress toward taking our reliance off campaigns and making it part of our strategy — not all of it. Yes, campaigns still drive the majority of links, but our strategy now includes some key changes:

• All campaigns (with the odd exception) are evergreen in nature, can always be outreached, and have the ability to attract links on their own.
• We are launching long-form, report-style content pieces that demonstrate the authority and expertise the client has in their industry, and then building links to them. (They’re far slower in terms of getting links, but they are doing well.)
• We are raising the profile of key spokespeople within the business by connecting them with writers and journalists who can contact them directly for quotes and comments in the future.
• We are doing prospecting and outreach for informational content, aiming to give them a nudge in rankings which will lead to more links in the future (that we didn’t have to ask for).

Link building isn’t quite a BAU activity just yet for this client, but it’s not far off from becoming one. The practice is taken seriously, not just within the SEO team, but also within the wider marketing team. There is more awareness than there has ever been.

Content strategy framework

I want to share the framework which we’ve used to support and visualize the shift away from campaigns as our sole link building strategy.

We’ve been aware for a while that we need to ensure any link building work we do is topically relevant. We’d found ourselves defaulting to content which was campaign-led and focused on links, as opposed to content that can serve other purposes.

Link builders need to take a long, hard look at the topics we want our clients and businesses to be famous for, credible to talk about, and that resonate with their audience. Once you have these topics, you can start to plan your content execution. After that, you’ll start to see where link building fits in.

Contrast this with the approach of “we need links, let’s come up with some relevant content ideas to help do that.” This can work, but isn’t as effective.

To help clients shift their strategies, we put together the framework below. Here’s how it works:

Let’s imagine we sell products that help customers sleep better. We may come up with the following themes and topics:



Notice that “Campaigns” is only one format. We’re also acknowledging that topics and themes can not only lead to other forms of content (and links), but also that our KPIs may not always be just links.

If we put together a long-form content guide on the science of sleep, it may not get on the front page of the New York Times, but it may get a slow, steady stream of links and organic search traffic. This traffic could include potential customers for a sleep product.

Once you have a specific topic in mind, you can go deeper into that topic and start thinking about what content pieces you can create to truly demonstrate expertise and authority. This will differ by client and by topic, but it could look something like this:

In this case, the blue circles denote a topic + format which may be link-worthy. While the orange ones denote a valuable execution that aren’t as link-worthy, we may still want to create this content for longer-term link and traffic generation.

To wrap up

Link building campaigns still have huge amounts of value. But if that’s all you’re doing for clients, you’re leaving opportunities behind. Think bigger and beyond campaigns to see what else can be done to move you and your business closer to link building nirvana.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!

Source

Posted by Domenica

Fractl has produced thousands of content marketing campaigns across every topic, and for the past seven years, we’ve been keeping track of each and every campaign in order to refine and improve the content we produce on behalf of our clients.

In my last post for Moz, I explained how to set realistic digital PR expectations for your content based on your niche. In this topic, I want to dive a little bit deeper into the data and share insights about how the source of your content can be just as important in determining how your content will perform.

In this analysis, I looked at 1,474 client content campaigns across six different data source categories:

• Client data
• Social media
• Participatory methods
• Publicly available data
• Survey
• Germ swab

It’s important to note that there are countless other data sources that we use for content campaigns every day at Fractl that are not mentioned in this article. In this analysis, each category has at least 20 campaigns, while some categories have several hundred campaigns.

It’s also important to note that averages were collected by excluding upper outliers. For campaigns that went “viral” and performed well above the norm, we excluded them in the calculation so as not to skew the averages higher.

In addition to sharing link and press averages, I will also be walking through how to produce pressworthy, sharable content from each data source and providing examples.

Managing expectations across content types

Across the entire sample of 1,474 campaigns, a project on average received 24 dofollow links and 89 press mentions in total.

A press mention is defined as any time the content campaign was mentioned on a publisher’s website.

There were some individual data source category averages that were on par with the sample average, while other categories deviated greatly from the sample average.

Publicly available data

For almost any niche out there, you can bet there is a publicly available data set available for use. Some examples include data from the CDC, the U.S. Census, colleges and universities, the WHO, and the TSA. The opportunities really are endless when it comes to using publicly available data as a methodology for your content.

While free data sets can be a treasure trove of information for your content, keep in mind that they’re not always the simplest to work with. They do require a lot of analysis to make sense of the massive amount of information in them, and to make the insights digestible for your audience.

Take for example a campaign we produced for a client called Neighborhood Names. The data was free from the US Census, but in order to make any sense of it, our researchers had to use QGIS, Python, text-mining, and phrasemachine (a text analysis API) just to narrow it down to what we were looking for.

And what were we looking for? Looking at neighborhood names across America seems boring at first, until you realize that certain words correspond to wealth.

I was the outreach specialist for this project, and by using the wealth angle, I was able to secure two notable placements on CNBC as well as a press mention on MSN. The project quickly made its way around the internet after that, earning 76 dofollow links and 202 total press mentions by the end of our reporting period.

Survey

Unlike scouring the internet for free data, using a survey as a methodology can be more costly. That being said, there is one major advantage to using a survey to shape your content: you can find out anything you want.

While publicly available data will tell a story, it’s not always the story you want to tell, and that’s where surveys come in.

Of course, when it comes to surveys, anyone can create one without paying attention to research method best practices. That’s one of the problems we need to address. With “fake news” in the forefront of everyone’s minds in 2020, building trust with journalists and editors is of the utmost importance.

As content creators, we have a responsibility to ensure that content is not only attention-grabbing and entertaining, but also accurate and informative.

Survey campaigns, in particular, require you to analyze responses through a rigorous methodological lens. When collecting data for surveys, be sure to pay close attention to ethical upholdance, data validity, and fair visual representations.

Germ swab

From my own personal experience, germ swab content campaigns are the most fun, and often, the most disturbing. Fractl did some research a while back about the emotions that make content go viral, and oftentimes, germ swab campaigns hit all of the right emotions in the viral equation.

Negative emotions like disgust are often evoked when reviewing the results of germ swab campaigns. Our study found that when negative emotions are paired with emotions like anticipation or surprise, they can still achieve viral success (internet viral, not germ viral). What is more surprising than finding out the airplane tray table is dirtier than a toilet seat?

Publishers around the world seemed to think the content was surprising, too. This campaign performed above the norm for a typical content campaign earning 38 dofollows and 195 total press mentions — and this was before the COVID-19 pandemic.

Participatory methods

Participatory methods are campaigns that require active participation for the methodology. These are unique ideas — no two are alike. Some examples of campaigns that fall under the participatory methods category are when we had team members do a 30-day squat challenge, asked respondents to draw brand logos from memory, or when we literally drove from D.C. to NYC with a dash cam to record traffic violations.

These campaigns have a certain level of risk associated with them. They require a lot of upfront effort and planning without the promise of any return — and that’s scary for clients and for our team who put in tremendous effort to pull them off.

As you can see from the chart above, however, these ideas collectively performed right on par with other campaign types, and even better than survey methodologies for both the number of dofollow links and press mentions. In order to reap big benefits, it seems you need to be willing to take a big risk.

Social media

Social medIa as a data source is almost a no-brainer, right up there with survey methodologies and publicly available data sets. Unlike participatory methods campaigns, you don’t have to leave your computer in order to produce a campaign based on social media data.

Through our seven years of content creation, Fractl has produced campaigns based on data scrapes from Twitter, Instagram, Facebook, LinkedIn, Reddit, and more. From this experience, we know firsthand what kinds of social campaigns work and which ones fall flat.

The best thing about using social media as a source for content is that it can be applied to all verticals.

The biggest lesson we’ve learned from producing content based on social media data is that the methodology is typically subjective, so you need to keep the project lighthearted in nature in order to earn major coverage.

For example, we produced a campaign for a client in which we looked at Instagram posts with the hashtag #sexy and a geolocation. From this, we were able to glean the “sexiest” countries in the world as well as U.S. states.

While it would be impossible to learn what the actual sexiest places in the world were, (what does that even mean?) we were able to produce a fun campaign that used geo-bait to appeal to lighthearted publishers, like Glamour, E! Online, Women’s Health, and Elite Daily.

Make sure that no matter the topic, whatever you produce contributes to an ongoing conversation. Statistics that don’t point to anything meaningful won’t be relevant for writers actually trying to add to the conversation.

Client data

Client data is often the most underappreciated data source for content marketers. You may be sitting on a wealth of actionable industry insights and not even know it.

You might think of internal data as only being useful for improving your internal processes at work, but it can also be valuable outside of your organization.

Unlike publicly available data, internal data is never-before-seen and 100% unique. Journalists eat this up because it means that you’re providing completely exclusive resources.

Think of this article, for example. This article is filled with data and insights that Fractl has gleaned after producing thousands of content marketing campaigns.

An added bonus of using internal data to craft your content is that, according to our analysis, it performs on par with surveys. Unlike surveys, though, it’s completely free.

Conclusion

No matter what methodology you’re using or vertical you’re creating content for, it’s important to realize that as content creators, we have an ethical and moral responsibility to create with an audience in mind.

With “fake news” on the forefront of everyone’s minds, building and maintaining trust with writers and editors is of the utmost importance.

All of the content you produce and promote must be assessed through a rigorous methodological lens to ensure that content is accurate and informative as well as eye-grabbing and entertaining.

Regardless of your methodology, if you don’t take the proper steps to make sure your data sources are accurate, you are contributing to the fake news epidemic.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!

Source

Posted by Domenica

Fractl has produced thousands of content marketing campaigns across every topic, and for the past seven years, we’ve been keeping track of each and every campaign in order to refine and improve the content we produce on behalf of our clients.

In my last post for Moz, I explained how to set realistic digital PR expectations for your content based on your niche. In this topic, I want to dive a little bit deeper into the data and share insights about how the source of your content can be just as important in determining how your content will perform.

In this analysis, I looked at 1,474 client content campaigns across six different data source categories:

• Client data
• Social media
• Participatory methods
• Publicly available data
• Survey
• Germ swab

It’s important to note that there are countless other data sources that we use for content campaigns every day at Fractl that are not mentioned in this article. In this analysis, each category has at least 20 campaigns, while some categories have several hundred campaigns.

It’s also important to note that averages were collected by excluding upper outliers. For campaigns that went “viral” and performed well above the norm, we excluded them in the calculation so as not to skew the averages higher.

In addition to sharing link and press averages, I will also be walking through how to produce pressworthy, sharable content from each data source and providing examples.

Managing expectations across content types

Across the entire sample of 1,474 campaigns, a project on average received 24 dofollow links and 89 press mentions in total.

A press mention is defined as any time the content campaign was mentioned on a publisher’s website.

There were some individual data source category averages that were on par with the sample average, while other categories deviated greatly from the sample average.

Publicly available data

For almost any niche out there, you can bet there is a publicly available data set available for use. Some examples include data from the CDC, the U.S. Census, colleges and universities, the WHO, and the TSA. The opportunities really are endless when it comes to using publicly available data as a methodology for your content.

While free data sets can be a treasure trove of information for your content, keep in mind that they’re not always the simplest to work with. They do require a lot of analysis to make sense of the massive amount of information in them, and to make the insights digestible for your audience.

Take for example a campaign we produced for a client called Neighborhood Names. The data was free from the US Census, but in order to make any sense of it, our researchers had to use QGIS, Python, text-mining, and phrasemachine (a text analysis API) just to narrow it down to what we were looking for.

And what were we looking for? Looking at neighborhood names across America seems boring at first, until you realize that certain words correspond to wealth.

I was the outreach specialist for this project, and by using the wealth angle, I was able to secure two notable placements on CNBC as well as a press mention on MSN. The project quickly made its way around the internet after that, earning 76 dofollow links and 202 total press mentions by the end of our reporting period.

Survey

Unlike scouring the internet for free data, using a survey as a methodology can be more costly. That being said, there is one major advantage to using a survey to shape your content: you can find out anything you want.

While publicly available data will tell a story, it’s not always the story you want to tell, and that’s where surveys come in.

Of course, when it comes to surveys, anyone can create one without paying attention to research method best practices. That’s one of the problems we need to address. With “fake news” in the forefront of everyone’s minds in 2020, building trust with journalists and editors is of the utmost importance.

As content creators, we have a responsibility to ensure that content is not only attention-grabbing and entertaining, but also accurate and informative.

Survey campaigns, in particular, require you to analyze responses through a rigorous methodological lens. When collecting data for surveys, be sure to pay close attention to ethical upholdance, data validity, and fair visual representations.

Germ swab

From my own personal experience, germ swab content campaigns are the most fun, and often, the most disturbing. Fractl did some research a while back about the emotions that make content go viral, and oftentimes, germ swab campaigns hit all of the right emotions in the viral equation.

Negative emotions like disgust are often evoked when reviewing the results of germ swab campaigns. Our study found that when negative emotions are paired with emotions like anticipation or surprise, they can still achieve viral success (internet viral, not germ viral). What is more surprising than finding out the airplane tray table is dirtier than a toilet seat?

Publishers around the world seemed to think the content was surprising, too. This campaign performed above the norm for a typical content campaign earning 38 dofollows and 195 total press mentions — and this was before the COVID-19 pandemic.

Participatory methods

Participatory methods are campaigns that require active participation for the methodology. These are unique ideas — no two are alike. Some examples of campaigns that fall under the participatory methods category are when we had team members do a 30-day squat challenge, asked respondents to draw brand logos from memory, or when we literally drove from D.C. to NYC with a dash cam to record traffic violations.

These campaigns have a certain level of risk associated with them. They require a lot of upfront effort and planning without the promise of any return — and that’s scary for clients and for our team who put in tremendous effort to pull them off.

As you can see from the chart above, however, these ideas collectively performed right on par with other campaign types, and even better than survey methodologies for both the number of dofollow links and press mentions. In order to reap big benefits, it seems you need to be willing to take a big risk.

Social media

Social medIa as a data source is almost a no-brainer, right up there with survey methodologies and publicly available data sets. Unlike participatory methods campaigns, you don’t have to leave your computer in order to produce a campaign based on social media data.

Through our seven years of content creation, Fractl has produced campaigns based on data scrapes from Twitter, Instagram, Facebook, LinkedIn, Reddit, and more. From this experience, we know firsthand what kinds of social campaigns work and which ones fall flat.

The best thing about using social media as a source for content is that it can be applied to all verticals.

The biggest lesson we’ve learned from producing content based on social media data is that the methodology is typically subjective, so you need to keep the project lighthearted in nature in order to earn major coverage.

For example, we produced a campaign for a client in which we looked at Instagram posts with the hashtag #sexy and a geolocation. From this, we were able to glean the “sexiest” countries in the world as well as U.S. states.

While it would be impossible to learn what the actual sexiest places in the world were, (what does that even mean?) we were able to produce a fun campaign that used geo-bait to appeal to lighthearted publishers, like Glamour, E! Online, Women’s Health, and Elite Daily.

Make sure that no matter the topic, whatever you produce contributes to an ongoing conversation. Statistics that don’t point to anything meaningful won’t be relevant for writers actually trying to add to the conversation.

Client data

Client data is often the most underappreciated data source for content marketers. You may be sitting on a wealth of actionable industry insights and not even know it.

You might think of internal data as only being useful for improving your internal processes at work, but it can also be valuable outside of your organization.

Unlike publicly available data, internal data is never-before-seen and 100% unique. Journalists eat this up because it means that you’re providing completely exclusive resources.

Think of this article, for example. This article is filled with data and insights that Fractl has gleaned after producing thousands of content marketing campaigns.

An added bonus of using internal data to craft your content is that, according to our analysis, it performs on par with surveys. Unlike surveys, though, it’s completely free.

Conclusion

No matter what methodology you’re using or vertical you’re creating content for, it’s important to realize that as content creators, we have an ethical and moral responsibility to create with an audience in mind.

With “fake news” on the forefront of everyone’s minds, building and maintaining trust with writers and editors is of the utmost importance.

All of the content you produce and promote must be assessed through a rigorous methodological lens to ensure that content is accurate and informative as well as eye-grabbing and entertaining.

Regardless of your methodology, if you don’t take the proper steps to make sure your data sources are accurate, you are contributing to the fake news epidemic.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!

Source

Posted by cheryldraper

This conference season feels a bit different, doesn’t it? Where we’re usually globetrotting from event to event, this year most conferences have either postponed their dates or switched to online, remote-friendly formats, offering video sessions by top-notch speakers or live streams with open chats. But what about everyone’s favorite bonus during conference season — networking?

Thankfully, all is not lost! With a little ingenuity and virtual elbow grease, you can still forge new professional relationships over an internet connection rather than a cocktail. (And hey, nothing’s stopping you from enjoying a nice, frosty Mozcow Mule or tasty mocktail in your home office space, right?) In our current reality of social distancing, marketing conference networking will look different, but it’s not going anywhere. Read on for tips on how to effectively network while remote!

Step 1: Look for networking opportunities

Depending on which virtual event you attend, the networking opportunities will look different. Keeping a creative eye out for opportunity is key to your success!

Live chats

Much like during regular conferences, there are bound to be live chats happening. They may happen on the actual event platform, or they may take place on social media. Some events will use a platform like Zoom that allows viewers to chat with each other within the platform, while others may have more of a broadcast format where chats happen on Twitter with a hashtag.

Joining Q&As

A super valuable aspect of conferences is being able to speak to presenters after they give their talk. Sometimes this happens during a predetermined time slot, such as right after the presentation, or it may happen when you catch them in the lobby or at an event later on. Either way, this time to ask questions about their expertise is a huge value-add to the experience.

With conferences going virtual and live chats happening publicly during the presentations, this Q&A time has shifted a bit. Instead of having to wait for the presentation to be over, in some cases, presenters will reply to questions from the live chat as they’re speaking. Some panels are pre-recorded, giving speakers a chance to interact on various platforms during the event itself. Some events will even have specific “presentations” that are more like facilitated Ask Me Anything-style interviews or panels where questions are taken from the audience and posed to the speaker(s).

Birds of a Feather discussions

Many conferences will offer some sort of industry or concept specific conversation facilitation. For instance, at MozCon, we host Birds of a Feather discussions. These discussions are headed up by an industry professional and have predetermined topics such as EAT, AI, Gutenberg, etc. Other times, these conversations may be organized and headed up by attendees.

In a virtual setting, these will likely be smaller breakout groups using some sort of video chat software. Zoom, specifically, has created a way for conferences to organize these “breakout sessions” in advance.

Birds of a Feather conversations are one of the best ways to connect as there is a common ground established from the get-go. These. Are. Your. People. Connections here will likely be the most valuable.

Step 2: Get active

No matter where the chats are happening, be sure you’re a part of them! The more you interact, the more likely people are to recognize your name when you reach out after the event. The only caution here is that you have to be sure your interactions are meaningful — don’t just comment clapping hands. Add something to the conversation.

Add insight

The best thing about people is that we’re all different and have fresh perspectives to bring to the table. Don’t be afraid to add on to someone’s thoughts.

Let’s use a fun example. If someone says that the best mascot hug ever was from Mickey Mouse at Disneyland, you may jump in and ask if they’ve ever met Roger MozBot, famed hugger and robot dancer extraordinaire. Or you could build on the thought by saying something like, “Mickey is a great hugger, I think it’s because he goes over instead of under!”

In both of these instances, you’ve joined the conversation and added value.

Add clarification

Speakers often try to fit a lot of information into a relatively short timeframe. That said, questions will likely arise in the live chats. This could very easily be your time to shine! If you’ve got knowledge to share, feel free to answer the question to the best of your ability and try to add clarification.

This is absolutely one of the best ways to position yourself as an expert and form a relationship with someone you’ve never met. It allows you to prove you’re knowledgable and give the person something they value for free.

Add sources

Whether you are asking a question, answering a question, or just chiming in with added insight, adding resources in conversation is extremely beneficial. This could mean that you recommend a tool, a person, or an article link. These resources for the other viewers can be extremely beneficial and help you establish your credibility.

Now, we don’t suggest trying to come up with a source for everything, but if you have one right off of the top of your head, dropping a link in the chat may really help someone.

BONUS: Add people on social

While this one’s not necessarily about adding value per se, it is about adding. Adding influencers, presenters, or other attendees after interacting with them (even if briefly) may increase your chances of getting a follow-back or accepted request as you’ll still be top of mind. Try to add people no later than 24 hours after your last interaction, and consider sending a friendly “hey!” with a note about what you spoke about to keep the connection fresh.

Step 3: Perfect your follow-up

After connecting with people during the online conference, you’ll want to follow up with them and stay in touch.

The most important part of following up is the first impression. You don’t want to come right out of the gate with a request of any sort. Instead, look to build a relationship first. This could mean shooting a quick follow-up message recapping your conversation with the person, telling them that you appreciated their time and that you look forward to more conversations.

After sending your initial follow-up, be sure to interact with the person at least once a week to stay top-of-mind. This is easiest on social media as you can like, comment, share their content, and ensure that your name is showing up in their notifications. However, direct messages, emails, and even phone calls are sure to be more impactful.

The best thing you can do when following up is to stick to what you’re most comfortable with and be consistent while continuing to add value.

Have fun and be yourself!

The number-one thing you have to offer is yourself. Your experiences make you unique and others can learn from that! So when you are connecting with others, just remember to be yourself. And lastly, have fun! Networking is meant to be fun as it gives you the opportunity to connect with others and build a community. Embrace that connection and enjoy it.

Networking at MozCon Virtual 

Every year, we hear from attendees about how networking is one of their favorite parts of the conference. We made sure to keep it an integral part of this year’s virtual event, too — check out all the ways you can connect with speakers, industry experts, attendees, and thought leaders at MozCon Virtual 2020!

In-session Q&A chat

Mid-presentation, pop into the Q&A chat with your real-time questions and get them answered by speakers. You’ll also be able to chat with other attendees about the content, provide your own insights, and participate in real-time virtual convos about the session and topic. Speakers will be available to answer questions during their scheduled session times, so it’s a perfect opportunity to get clarification, further insight, or forge those all-important connections!

Customizable profiles: Interests, personal bio, tags, and more

Attendees can search for like-minded folks with similar interests based on what you add to your profile when signing in. You can choose to upload your photo, create your biography, add specific interests and tags, and reach out to those you’d like to follow up with.

Create your own “Want-to-Meet” list

Browse attendee profiles and click “want to meet” when you find someone you’d like to reach out to later. With your personal contact info safely hidden, this is a great way to find and get found by those looking for new talent, professional partnerships, debate buddies, and more. Build your list ahead of time, then review in-platform and reach out when you’re ready!

Schedule 1:1 meetings

After connecting with someone, you can easily send a meeting request to the folks you’ve connected with to chat live outside of the bigger group discussions. Your invited guest can choose to accept or decline the invite, and all 1:1 meetings occur directly within the conference platform’s meeting rooms, making for easy facilitation!

Birds of a Feather “table” discussions

Birds of a Feather lunch tables are one of the biggest MozCon hits year after year, and we didn’t want anyone to miss out! We’ll facilitate 30-minute-long group discussions each day of the conference for you to connect with those interested in specific topics via video and audio chat. Each discussion will be led by an industry leader, giving you all the opportunity to say “hey” to the folks whose work you admire and collaborate with them on ideas, theories, obstacles you’ve faced, and more.

We’re super excited about all the networking opportunities at MozCon Virtual — at $129 per ticket, it’s an incredible value for growing your digital marketing skillset and your career:

Get my ticket to MozCon Virtual!

Let us know your own best virtual networking tips in the comments. We hope to see you at MozCon this July 14 & 15!

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!

Source

Posted by MrLukeCarthy

COVID-19 has switched up life as we know it, and it’s unlikely to stop doing so for some time.

E-commerce shopping is a perfect example of how things have changed, and in a number of ways.

If you feel like Shopify has been dropping huge, disruptive news bombs practically each week now, you’re right!

And who’d have guessed that in the UK, the exclusively online supermarket, Ocado, is now worth more than brick-and-mortar grocers Morrisons, Sainsbury’s, and Marks and Spencer combined.

The speed of transformation in e-commerce since the COVID-19 outbreak (an already fast-paced industry) has been savage.

Supply chains are under strain for many brands selling online (especially where demand is high and supplies are low). How do you best manage expectations and maximize every opportunity to sell to your target audience?

With your consumers now relying on the world of online shopping more than ever, how can you be sure you’re getting your fair share of that online retail pie?

Well, this post is designed to help you answer precisely these questions. Whether your sales have taken a hit or you have “off the wall” levels of demand, here are some ideas to help you navigate that bounce back and to help customers stay in love with your brand.

Pay close attention to changing on site search behavior

Your site search is a goldmine of insight, especially right now. Seriously.

Frequently checking in to understand how and what your customers are looking for once they get to your store can reveal a bunch of opportunities.

It’s possible that before COVID-19 took a stronghold on everyday life, customers had different contexts in mind when searching for your products.

For example, searches for “gloves” today vs. in January are likely to be visitors searching for two separate products entirely. It’s important to ensure that you’re serving today’s customer sufficiently and addressing their context correctly to remain relevant and to improve conversion.

Here’s an extreme example, but it’s a poignant one nonetheless. For context, Holland and Barrett are a popular, high street healthcare retailer with a strong web presence here in the UK.

When searches for “coronavirus” had skyrocketed and demand for hand sanitizer and Paracetamol (another brand of acetaminophen, like Tylenol) were painfully high, what I found incredible was that searching for “coronavirus” on their website yielded no results.

This seemed particularly jarring for a retailer that, first, sells items that have been scientifically proven to kill and help prevent the spread of the virus and, second, is a dedicated healthcare business.

Not only does this throw a huge wrench in the works when it comes to CX and customer perception, this tiny yet costly oversight is likely to have cost them sales and customers too.

Customers are also searching for products that aren’t typically associated with a certain brand or online store due to exhausted stocks elsewhere.

For example, the top three search terms for one of my e-commerce clients are now “Mask”, “mask”, and “PPE”. The search terms “mask”, “PPE”, and close variants were practically non-existent prior to mid-May.

Kit and Ace, a clothing retailer, has responded to precisely this changing behavior. After seeing a huge spike in the number of site searches for masks, they’re now introducing a new, premium, scientifically-derived mask that also fits their brand. They’re donating 100% of profits from the masks, but this tactic will likely to drive more sales in their other categories too.

This is a great move, especially since apparel sales have shrunk during this time. It’s important to find emerging opportunities when typical product lines are no longer in demand.

The point I’m trying to make here is that, in order to succeed coming out of the other side of this pandemic, you need to ensure you’re fully in tune with the wants and needs of today’s customer — whatever that looks like for you. Using site search can absolutely give you a huge window into their demands and interests.

If products are out of stock, offer excellent alternatives (where possible)

As touched on earlier, supply chain management is going to be increasingly challenging — especially in areas where demand is outstripping supply — yet so many retailers miss out here.

For some products, it doesn’t matter how hard you try, every retailer has them listed as “out of stock.”

For branded items that have stock issues globally, being the retailer that offers a perfectly good alternative could be enough to win over that visitor and win the sale that other retailers have lost.

To use a specific example, FTX is a manufacturer of radio-controlled cars, and is a brand sold on Europe e-commerce site Wheelspin. There’s an FTX item that you cannot get before the end of June (for love nor money) on any website due to COVID-19. The pandemic has forced factories to close and that disrupts production for many goods.



Specifically, in this example, it’s the FTX brushed motor that’s become victim to supply chain issues. However, there’s a brand that has a perfectly suitable alternative item that’s identical in specification, and it’s in stock:



Proactively offering solid alternatives with as few compromises as possible can be a great way of winning sales and delighting customers in a way that your competitors likely won’t be.

Add an “in stock only” filter

Continuing on the topic of store stock and managing a turbulent supply chain, a simple but welcome feature is to add an “items in stock” filter.

It goes without saying that allowing customers to browse items they’re able to get their hands on quickly will go down well and could help improve conversion on your website.

Another benefit of adding such a filter is the ability to bring light to other lines that are typically overshadowed by more popular (but now out of stock) items.

Taking this a step further, you could also help your customers experience by adding a filter for products expected to arrive within a certain timeframe, or filter out those that can be backordered.

Add an “email me when back in stock” CTA

If you’re a retailer struggling to get stock of popular lines, there’s a good chance you’re not the only retailer with that problem. Although it may not be possible to get stock any quicker than your competitors, you can absolutely ensure that you’re the first to let potential customers know that it’s back in stock.

Sweeten the deal by personalizing the back-in-stock email

Letting a potential customer know that the item’s back in stock is great, but why not suprise and delight your customers by taking the opportunity to personalize this email too?

Offering personalized cross-sells of the item that’s now back in stock can be a great way to not only give them the good news, but give them additional reasons to visit your shop and potentially increase basket value simultaneously. It’s certainly a win, win here.

Remarket to people when items are back in stock

People are spending more time online — fact. So it makes sense to reach your audience where they’re most likely to be spending time for the foreseeable future.

Depending on the popularity of an item (and how much traffic is going to it whilst it’s remained unavailable), you could create a retargeting list based on visitors that expressed an interest in it now that it’s back in stock.

This can prove to be a great way to reach people, say on social media, that aren’t particularly responsive to email but are spending increased amounts of time on their favorite social platforms.

Although this may not be scalable, or at least I haven’t found a way to make it so, doing this across your top-selling lines or lines with greater margins could prove to be a successful way of pulling engaged and semi-invested visitors back to your site.

Don’t be afraid to increase prices where necessary

Let’s not forget the basic principles of commerce, right? High demand (coupled with low supply) increases prices.

Businesses shouldn’t feel guilty for increasing prices, but of course, there’s a difference between a justifiable increase and straight ripping people off (as demonstrated below):



For context, four tins of 400g Heinz Spaghetti Plus Sausage would retail at around £4 in UK supermarkets (that’s about $5 at current exchange rates).

Think about this scenario for a second: You and your staff are potentially working in environments that could pose serious health risks. Plus there’s additional costs to consider in order to keep people safe. PPE, cleaning products, masks, sick pay for unwell staff, etc., all these factors will push up the cost per sale and erode your margins.

Equally, there are no guarantees right now. Those all-time high levels of sales could come slamming to a fierce halt at any time. Whether that’s caused by a change in demand, decrease in stock, or your business is no longer able to fulfil orders due to an internal COVID-19 outbreak.

Increasing prices fairly to better protect your business against these mostly uncontrollable factors is not a bad thing. In my opinion, it’s just good business sense.

You’ve got to ensure your business is as robust as it can be when faced with these potential eventualities. Increasing your prices fairly can help to better protect it.

Discover creative ways to connect with your audience

As the saying goes, “when life gives you lemons, make lemonade”. It’s a huge cliché, but it absolutely rings true and remains a powerful statement today.

Finding ways to be creative, cut through the noise, and engage with your audience is essential to staying relevant. Especially if your customer’s cash is heading elsewhere right now.

Here’s an example of a potentially powerful idea that I’ve been working on for a client in the world of apparel — one of the more fiercely affected industries during the pandemic.

People are spending less on fashion, and even less at the luxury end of the scale. So, why not let your audience build themselves a virtual dream wardrobe? Something they’d consider buying for a night out, things they’d have in their suitcase for a summer vacation, etc. It’s a fairly simple idea, but let’s think about the impact this could have for both customer and business:

You’re throwing down a few slices of “feel good”So many people miss going out, right? Heading to bars, clubs, celebrating a milestone, going on a vacation, or even just getting back to the office, so many of us associate buying new outfits as part of those moments.

Allowing your loyal fans and customers to pick out their money’s-no-object dream outfits based on some predetermined wardrobes (office attire, night out, summer holiday) is naturally going to invoke some positive emotions and memories — especially if you inject a social element into it by allowing people to share their collections.

But other wins can be extracted from such an idea too:

You’re collecting valuable user data: You’re getting some valuable insight into the sort of clothing people may buy when lockdown policies begin to wind back. This could help to get a better understanding of demand so you can work on reinvigorating your supply chain successfully.

Plus, you’re getting an idea of what items visitors would put together to help educate new fashion trends and inform “recommended for you” personalization.

You’re helping to alleviate boredom: In some ways, this kind of activity is adding an element of gamification to apparel. With so many people stuck indoors experiencing high levels of procrastination and boredom, it can help to cut through and detach from the realities of lockdown.

You’re creating an opportunity to welcome sales when things pick back up:

Offering an incentive (say 15% off your dream collections) once we’re on the cusp of restoring “normality” could be a really powerful way of encouraging and helping to re-energize apparel and fashion spend online. It’s also a great way to celebrate the comeback.

Last but not least, you’re building brand affinity: I’ve said it before, but it’s extremely important, so I’ll say it again: remaining relevant and keeping marketing efforts up is essential to ensure you remain in good shape when society heads towards the new normal.

Having your audience resonate with your brand and remember your positive actions whilst they’re away will be a major influence on your ability to maintain and deepen those customer relationships post-pandemic.

Final thoughts: the rise of big brands diving into D2C eCommerce

What’s amazing to see is a huge move by big household names and brands. They’re now setting up their own direct-to-consumer (D2C) e-commerce outfits, and on the surface, appear to be going head-to-head with supermarkets.

To highlight a few of my favorite examples, there’s snacks.com — created by Frito-Lay — shipping their brand’s snacking staples across North America.

Then there’s Heinz to Home, delivering popular Heinz products to households in the UK.



How these new D2C e-commerce brands fare in the long term will be interesting to see, but what’s certain is the pandemic is accelerating and evolving e-commerce in a way that’s not been seen before.

As a final note, to those of you hit hard by COVID-19, may I wish you a speedy recovery — personally and professionally.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!

Source