Marketing Conferences 2017

Marketing Conference 2017

The marketing world is constantly changing, especially with the impact of digital marketing, this industry its more exciting than ever.

It’s important to stay ahead of new trends rather than linger slowly behind and utilize outdated or ineffective marketing methods. Attending a marketing conference can not only put you first in line to hear new ideas but also meet others that want their business strategy to be ahead of the trend.

Each conference can emphasize a different aspect of marketing and attending one that fits your needs is important. Whether it be about social media, seo, marketing technology or marketing strategy you will leave the conference with a better understanding of this every changing industry and a solid plan of action to hit your goals.

Check out these sites to find out about the latest marketing conferences:

Forbes- Marketing Conferences To Check Out in 2017

Marketing Insider Group- Best Marketing Conferences 2017

2017 Digital Marketing Conferences

What is the Best Way to Deal With Thin Content on a Website?

panda-thin-content As we all know, thin content is a Panda’s best friend. Having a lot of thin content on a website also puts you on Google’s fast track to be hit by the latest Panda update. It can’t wait to seek you out! Essentially, Google penalizes thin content websites because they add little to no value to searchers. Some examples include: scraper sites that duplicate content from other blogs/sites or news sites, keyword stuffed content farms, and pages with very little content that is obviously not helpful to real life searchers.

What Does Google Recommend?

What exactly is the best approach when trying to overcome or prevent your website from being affected by a Google Panda update? Before you race off to delete all thin or short content pages on your website, take a moment to plan first. At the recent Pubcon, Webmaster Trends Analyst at Google Gary Illyes discusses not removing thin content but rather adding to it or using the NOINDEX tag to prevent the useless content from being indexed. Not to mention that mass deleting (and not properly redirecting pages) can cause even further harm to your website’s health and rankings. There is reasoning behind this methodology, although not all SEOs agree.

Working With What You Have

Of course, it’s easy to offer and follow vague advice, even if it’s coming from a Google representative. If a website has hundreds or thousands of thin content pages, it’s virtually impossible to fill all of that with good, quality content. For a more realistic scenario, let’s imagine that website has a few dozen thin content pages. This is much more manageable to go page by page and analyze to plan what else can be added to the pages. Depending on the topics, you can easily add more information in a variety of ways, including:

  • Researching and answering FAQs
  • Commenting on recent news stories or events on the topic
  • Adding a video and transcribing it
  • Writing an in-depth tutorial
  • Adding an infographic

If the page cannot truly be made better, it’s time to think of how it can be merged with another strong page and deleted and redirected all together. There is no cookie cutter solution to overcoming a Panda penalty. If you have questions, make sure to contact the Los Angeles SEO consultants at Emarketed for a free consultation today.

Why Using Headlines in Content Is Still Important in 2015

bam-headline The amount of text on any written medium can be extremely overwhelming. On top of that, reader attention span has dropped significantly compared to previous years. This means that using interesting and relevant taglines throughout content is more important than ever.

Think of ‘Clickbait’… That Actually Delivers

The idea of ‘clickbait‘ is to tempt readers to click into a story or website based on outrageous or sensationalist headlines. More often than not, these stories don’t have anything of substance and are merely puff pieces written to bring in traffic. Take the first part of that idea but follow through.

Instead, you can still incorporate some of these ideas into your headlines:

  • Using numbers – Example: Top 10 Burger Joints in Los Angeles According to the Internet
  • Show a way to achieve something – Example: How to Grow Your Business Quick Without Failing
  • Get creative with adjectives and descriptive words – Think positive (incredible, effortless, essential, etc.)

Headlines Are Still Important for SEO

Taglines help organize a piece of content and also help directs the flow. It also helps readers stay in check and focused. Using headlines gives long content a break but it’s also a good opportunity to use related & desired keywords and phrases. When used in a question format, this is also great way to meet the Hummingbird factor in headlines.

Breaking it down to on-page optimization and the actual coding of a website or web page, headlines give the opportunity to use subheading classes (h2, h3, h4, etc). Using these designated subheading classes shows an emphasis in the topic – which is essential for SEO.

The next time you feel like going on a long rant in a blog post or web page, don’t forget to go back and add some subheadings. They are still important for readers and SEO!

Improve Your Website Usability with Better Readability

website-literacy Did you know that the “average” American reads at an 8th grade level or below? Simplifying your website content can drastically improve its usability.

Readability of Content is Often Overlooked

When writing blog or website content, adding MORE isn’t always better. Especially when it’s words used for filler and fluff in order to extend the word count. In fact, it makes your content more convoluted and difficult to understand. In understanding UX as part of website marketing, the content isn’t always considered. It’s all about the design, navigation, and look & feel of the website. But when it comes down to the actual text, your web content may need a facelift. A recent study also shows that writing for low literacy readers will also benefit higher-literacy readers. A win-win!

KISS – Keep it Short and Simple

Concise content is where it’s at. There’s really no place for jargon or outdated lingo if you want to convert visitors and convert them quickly. Make sure that with every piece of content added to your website, there is a clear reason that it exists – to answer a question. Not only that but the answer/purpose of the content should be easily found. If a web page exists just to exist, it won’t be very helpful There are also tools such as the Readability Test Tool that gives suggestions for your content.

Readability Translates Into Other Elements

In line with simplifying content, the choice of font, text size, colors, and spacing is equally important. 16 pixels has been widely argued as the best for the body of website content. The layout of the website content should be presented in a basic way that won’t confuse or distract users. Don’t forget to utilize bullet points, lists, pictures, and spacing in between long blocks of texts in order to make it more visually appealing.

Get Help with Copywriting Today

At Emarketed, our copywriters take the time to analyze and plan the best plan of action for your content marketing plan. No matter what your business specializes in, we can help provide unique and interesting content for all your website needs. Contact us at (323) 340-4010 today for a free consultation.

Stop, Collaborate (Content) and Listen

collaborative-content

On a large scale, successful collaborative campaigns usually happen with bigger brands: Alexander Wang & H&M, Spotify & Uber, Apple Pay & MasterCard, and so on. Why not take that idea and use it for your local content marketing campaign?

Collaborative content marketing works best for non-competing, complementary businesses. A local example could be a burger restaurant carrying a local ice cream parlor’s flavors for their milkshakes – a perfect example of two brands working well together.

Here are some other ways you can collaborate with another business to maximize your content marketing efforts:

Take Over a Social Account

Now that you have your business of choice on board, it’s time to get to work. Taking over their Instagram for the day can be a fun and creative way for your business to get exposed to a new audience – and vice versa. The key to the success of a collaborative content campaign is choosing the route where both businesses will benefit. You’ll get the brand buzz and broaden your audience, don’t forget to tag users and use relevant hashtags. Follow us on Instagram and let us know what you think!

Set Up a Local Meetup

Collaborative content marketing campaigns can be fun, creative, but also informative. Together, you can setup a mixer or plan a small presentation or Q&A session. Think of it as giving back to the community, while also helping your brands out by establishing yourself as experienced thought leaders in the neighborhood and industry. Meetup.com is a great way to get neighbors and like minded people aboard. It will also give you more content to post on social media sites, further benefiting your content efforts.

Engage with Infographics, Pictures, and Videos

A collaborative content marketing wouldn’t go very far without actual content. It’s a good thing that working with a complementary business will give you more things to write about! But don’t stop with just blog posts, press releases, email blasts, and social updates. Take it to the next step with tangible assets such as infographics and videos. Answering FAQs or doing a tutorial together is even more helpful and will increase the chances of that video becoming evergreen content – which is very much a good thing.

When it comes to SEO and content marketing, sometimes two heads are better than one. Don’t forget that when you’re planning your next content campaign.

What ‘Better Call Saul’ Can Teach You About Adaptive Content

better-call-saul-marketing Season one of the hit prequel Better Call Saul just ended and it has left fans wanting more… now! As a marketer, it helps to constantly be on the lookout for things, including pop culture, to see how they can be applied to online marketing and the bottom line, help your business grow. And let’s face it, Jimmy considers himself to be the master of marketing himself… or at least he thinks he is!

Let’s look at how AMC’s hit show can be applied to the relatively new concept of “adaptive content” in the world of content marketing.

What Is Adaptive Content?

Adaptive content is as straight forward as it sounds. It starts with one idea or topic that can be repurposed and changed as it needs to be used on different platforms – social media, print, TV, emails, etc. Think about TV, movie, song, adaptations of a  novel.

Better Call Saul fits perfectly into this adaptive mindset. When we look at the main character of the show, look at how far he’s come from the sleazeball ‘Slippin Jimmy’, to serious lawyer James ‘Jimmy’ McGill, to the criminal’s criminal lawyer we all know and love from Breaking Bad, Saul Goodman.

Whether he’s Slippin Jimmy or Saul Goodman, the character knows his role and how to use his strengths to achieve certain goals… as should your adaptive content. In a business content sense, it’s turning a topic into a blog series, whitepaper, podcast, how-to video, infographic, and more. Always keep thinking of the next thing.

Know Your Audience

In episode two of Better Call Saul, Jimmy finds himself in a rough situation – in the middle of a desert with a gun pointed on himself and his two “clients”. Knowing that he has to choose the right answer to make a crazed drug dealer happy, Jimmy finds himself playing the role of the hardened criminal lawyer. The result is a lessened punishment for his clients – two broken legs rather than the initial proposal of death! In this case, Jimmy knew who he was dealing with (an irrational man) and that the truth wouldn’t please him. How well do you know your audience?

Persistency Pays Off

Jimmy finds that being a solo practitioner is rough. A sudden break comes when he stumbles into the niche of elder law. Jimmy consistently brands himself and even comes up with a catchy slogan “Need a will? Call McGill”, while socializing with potential elderly clients in nursing and retirement homes. He even acknowledges the fact, “Hey. Old people love me.” The lesson here is to be persistent and consistent. In marketing, it’s about choosing a brand message and sticking to your efforts, no matter how hard it is… hard work does pay off in the end.

Know Your Goal and Always Be Open to Change

Sure, you can question his character but Jimmy McGill has been clear of his goals from day one. Whether it’s finishing law school, passing the bar exam, making his older brother proud, making money, or sometimes, just doing the right thing.

Learn from Jimmy – in online marketing, you should set reasonable short term as well as long term goals to mark your progress. Using adaptive content is just one strategy that can help your online efforts grow by reaching broader audiences without exhausting your resources.

5 Benefits of Evergreen Content

evergreen-contentWhy should every business blog have evergreen content? Because it will help your content strategy grow in the long run! Content that is considered to be “evergreen” is timeless and something that visitors will keep coming back to. Whether it’s a comprehensive blog post series, a how-to article, or an in-depth web page, your website will benefit from having different types of evergreen content. While ‘evergreen content’ mostly refers to written content, evergreen content can also cover videos, pictures, infographics, downloads, audio, & more.

1) Capture ‘beginner’ traffic – No matter what the subject matter is, there will always be an audience who is just learning about it. “How to properly hold drumsticks”, “how to properly paint a wall”, “how to choose the right auto insurance”, and the list goes on. These seemingly simple topics will always come in handy and you can tailor your evergreen content to capture this traffic. Remember to do evergreen content right by investing time & research so that it holds up not just now, but in the future.

2) Low maintenance once it’s done – Once you have a good piece of evergreen content, it doesn’t need very much maintenance. Be sure to monitor traffic, backlinks, and mentions. And of course, to regularly check up so that the content still holds true.

3) Regular traffic from seasonal posts – Did you write a thrifty article about Christmas shopping tips or best kept secret summer vacation destinations in Los Angeles? These are specific topics that visitors will search for… but only during certain times of the year. Having this type of evergreen content will help during those seasons and you can bust them out again and recycle them on social media, newsletters, or where relevant.

4) Sustainable blog posts – By nature, blogs touch on recent new stories and are more brief than web pages. The beauty in something like an evergreen blog post is that people might post helpful, related comments, which you can answer. This will also add to the power of the evergreen post as a whole. The reason forums are so popular is that people with similar interests (or problems/questions) will come to a relevant post and help solve the problem or create conversation. For this reason, you shouldn’t shy away from evergreen blog posts.

5) Expand on what you already have – Creating evergreen content out of “thin air” is daunting task. But what’s to stop you from finding a solid web page and making it better by adding evergreen elements? When you work with what you already have, it can be easier to expand on what you know and do best. Make it timeless by adding frequently asked questions or through step-by-step instructions on how to do something. Working with an existing web page will also be better SEO-wise because that URL is established and has more history (and links) rather than starting brand new.

Looking forward to evergreen content for your website? Contact Emarketed about SEO copywriting services for your business today.

Using Psychology to Convert Visitors

Psychology isn’t a secret science and neither is sales. When the two work together, your website will be more successful that you thought imaginable.

psychology-convert

The Idea of Minimums

It might sound funny but some people don’t know what to do when they get to a website unless they’re explicitly told to do so. This is sometimes referred to as “action paralysis”. Break out of that and change user behavior by offering an incentive. Customers may need to be reminded of how easy it is if they sign up for your services. For example, offering “one free month” is an easy way to get them to spring into action with offering the bare minimum.

Appealing to Emotions

Using positive emotions will help your business be more appealing to potential customers. One way to do this is through the idea of instant gratification. When customers have a problem that needs to be fixed or a want that needs to be fulfilled, gently remind them that your business can do it quick. This is why the idea of 2-day free shipping (Amazon) or overnight shipping (Zappos) is so popular when people can just go to the mall or Target to fulfill those same needs. It’s all about instant gratification.

Showcase Your Values

Is your business passionate about animals, helping the homeless or any other charitable cause? Believe it or not, 64% of consumers are loyal and say that they share a strong relationship with a company with whom they share the same values with. Lush makes it well known that they are against testing their products on animals and Warby Parker participates in “buy a pair (of glasses), give a pair to people in need program. Make your values well-known and prominent on your website and show the human side of your business.

View the entire infographic here.

5 Reasons to Avoid Cheap Copywriters

Cheap isn’t always better and when it comes to content, it’s always best to choose quality over quantity. There are so many choices out there (Fiverr, Elance and other content mills) that it’s hard not to be tempted. Stick to your long term goals and read more about why you should avoid using cheap, low-quality writers.

cheap-writer

1) Create Unique and Evergreen Content – Having unique website content is important. Additionally, you’ll want to aim for creating “evergreen” content that keeps bringing visitors back. If this isn’t your goal, the work you put into it might not even be worth the effort. Cheap content isn’t synonymous with quality – ever!

2) Quality Over Quantity of Content and Words – Adding pages to your website on a consistent basis is great. But it won’t help and can actually hurt your website if the pages are of low quality or duplicate from somewhere else. If something seems too good to be true, chances are that it probably is.

3) Your Reputation and Brand May Suffer – Hiring a freelance writer can be problematic if the writer can’t properly convey your brand’s message. When hiring a cheap writer, keep in mind that they may take shortcuts to crank out the content. This means plagiarizing, using incorrect grammar and spelling or using facts that aren’t correct. By saving some money on a cheap writer, your brand may suffer consequences in the long run. It’s just not worth the risk.

4) Cheap Is Time Consuming – Cheap content is just that – cheap. It can actually be more time consuming and not cost effective if you have to go over the content to make sure that it is fit to be put up on your website. It may also mean going back to rework sections, or the whole page, and correcting other mistakes that a qualified writer shouldn’t be making. This may involve more time and effort than it would actually take if an experienced writer wrote a decent page or if you wrote the content yourself. Think of your website as your house. You want to put quality work into it and not fill it up with cheap, quick fixes because you’ll have to pay a price for it down the road.

5) You Want Content That Converts – Content that’s written by a cheap, inexperienced writer probably won’t convert. That’s because they don’t have a call to action or conversion in mind. In their head, they may just be trying to hit a keyword minimum so that they can wrap things up quickly. Content is king and conversion is the key. You can’t expect to pay a minimal fare for that.

Read more about our web copywriting services here: http://www.emarketed.com/web-copywriting and call us at (877) 959-5322 for more information.

How A Good Copywriter Can Pull You Out of a Landing Page Rut

Never underestimate the power of a well-written landing page. Landing pages for paid search or organic search differ in some ways but the same basic principles for writing must be kept in mind. Sometimes, you’ll find yourself in a rut and find it hard to understand why a landing page that otherwise seems good on paper isn’t converting or converting the right type of customers. This is where an experienced and effective copywriter can come handy.

good-copywriter

Focus on Conversion

The main focus of a landing page is conversion. When we talk specifically about a PPC landing page, even better! Because the writer doesn’t have to keep SEO in mind. This brings us back to the good-old days of writing ad copy, without coming off as contrived or unnatural to please search engines. This means relying on tactics of: engaging reader emotion, establishing trustworthiness, creating a relationship and showing visitors why they have made the right choice by choosing your company.

Appropriate Ad Copy to Accompany Video

Nowadays, a video may often accompany a main landing page. But what about the content that accompanies the video? If the video is the selling point of the page, the copy must back it up. A video on an empty landing page isn’t going to sell it self or seem trustworthy or relevant. Even though the emphasis is on the video, there still has to be content. Content in this case can come in the form of relevant testimonials, blurbs about the company. The goal is to reinforce the visitor in their choice of staying on your site and watching the video.

Stand Out Among Similar Competitors

When customers are doing a search, chances are they’ll choose between a handful of companies. This is a tough playing field as you’re all targeting the same keywords. It doesn’t help that Google tends to bold these phrases in search results so you’ll literally be seeing the same thing over and over again.

A creative copywriter can help your ad copy and landing page stand out in the sea of monotony. This is where using similar phrases and synonyms, action verbs and adjectives help set your company apart from competitors. Create custom headlines and content to show your true voice, instead of just targeting the same old keywords everyone else is.

Be A Voice of Reason and Don’t Make Half Promises

Sometimes, landing pages may seem spammy when the content over delivers and fails to keep the initial promise. The page might be very simple with a form for information promising something in return. For example, a landing page advertising a FREE* product or service might have a small disclaimer of being “free” for X amount of days. Although this technically not lying because of the disclosure, it can be considered deceptive. With the help of a copywriter, a landing page can be transformed with language that says “COMPLETELY free”,”100% free” or “No Credit Card Required”. This is the kind of content that gets people to convert.

Have A Question About Landing Page Optimization?

You can read more about that here: http://www.emarketed.com/landing-page-optimization. From copywriting to designing a download or brochure, Emarketed can help. Call us at (877) 959-8019 for more information.