Archive | Content Development RSS feed for this section

Six Great Tips To Create Mobile-Friendly Content (Infographic)


The days where owning a website was sufficient for promoting your business products and services have passed. Today, it doesn’t matter how big the amount of time and effort that you put into creating the website, failure to make your content accessible can make you lose valuable clients/customers.

If you surf the internet, you’ll come across hundreds and thousands of best websites that are equipped with content that looks great on every mobile device and platform. It is purely the mobile optimisation of your content that enables you to reach out to a wider group of audiences.

Well, it actually sounds crazy to create individual content strategies for each and every device or platform that your website targets. Before you fret anymore, here’s a solution that will ensure your content is publishable and easy-to-access on every device available today – Development of a mobile content strategy. The growing significance of building a mobile content strategy for assuring that your content looks stunning, is 100% readable and understandable on smartphones and tablets as it is on the typical desktops.

What exactly is a Mobile Content Strategy?

In today’s mobile world where clients prefer accessing websites via their smartphones and tablets, ignoring the on-time mobile-optimisation of your website’s content is a complete “No”. It is here that the development of a mobile content strategy has a unique role to play. Whether it’s designing a flexible content structure using components like titles, categories, captions and images or just ensuring that your look looks good on smartphones/tablets and desktops, a well-planned mobile content strategy will make your content a lot more flexible and immensely accessible.

Here’s a closer look at the different ways of optimising your content for mobile:


Click to Enlarge

Infographic credit: Vertical Leap.

YouTube Tips: Choosing Between Free and Paid Promotional Ads

YouTube Marketing

Just like when you use Google search for advertising, you have both free and paid advertising options with YouTube. The free ones include optimizing for YouTube search and social networking, while the paid alternative is using AdWords for video.

Now, It is possible for marketers to combine free and paid YouTube promo methods in a campaign. The fact is, if they do it the right way, each method becomes more effective. For example, if your get more video views with AdWords, that will help those videos rank higher in YouTube search. Moreover, in this post we will discuss about:

  • Using AdWords for videos to promote a brand on YouTube
  • Making YouTube videos which visible in search for free
  • Combining YouTube AdWords and YouTube SEO in a campaign

Google AdWords for Video? Why not?

Announced in September 2011, AdWords for video has been garnered a lot of attention ever since. Now the main questions is no longer a matter of whether or not to use it for YouTube promotion, but “how to use it”. Luckily, doing so has just become easier. Google simplified YouTube ad formats, which means it has now become easier to understand what format means what, where your ads will show up, and so on.

So, here are five AdWords for video options available to YouTube advertisers today:

1. TrueView In-Search Ads

“TrueView” is simply a name for a family of YouTube ads that allow you to pay only when people choose to watch your video—hence, TrueView. In-search ads appear in YouTube search. They are quite similar to PPC ads that show up in Google right next to “organic” search results. You pay only if viewers begin watching your video.

2. TrueView In-Display Ads

TrueView in-display ads appear as Suggested videos on YouTube (not to be confused with other types of display ads on YouTube). Again, one pays only when people begin watching the suggested video. These ads may also show up elsewhere on the Google Display Network, depending on your settings.

3. TrueView In-Stream Ads

TrueView in-stream ads are pretty much like TV commercials that run before a movie or a show. They can be of any length and they normally link to the advertiser’s website. They are also skippable, which means viewers have the choice to skip the commercial past the five-second mark. You get charged if viewers watch at least the first 30 seconds of your commercial. And, again, in-stream ads are found not only on YouTube but also across the Google Display Network.

4. Standard In-Stream Ads

Standard in-stream ads are just like TrueView in-stream ones, but they are:

  • Non-skippable
  • Either up to 15 seconds long (for videos under 10 minutes) or up to 30 seconds long (for videos over 10 minutes).

5. Banner Ads

Finally, you can purchase banners and flash banners with Google AdWords to be displayed to targeted viewers next to Suggested videos on YouTube or as an in-video overlay. With these display ads, you pay either per click or per impression. Now, what’s required to start an AdWords for a video campaign? Actually, all one needs is a Google AdWords account and a YouTube channel with at least one video on it.

Google AdWords Tools for Video

To find out what keywords and videos are popular with YouTube users (to place your ads in or near them), test them with YouTube AdWords Keyword Too, and then see which videos rank top for the most popular keywords. You can also check out Google’s Ad Placement Tool to locate hot spots across the Google Display Network where you could place your video ads.

Promoting Your Brand on YouTube for Free

If you don’t really have a budget to spend on AdWords for videos, there is another way to make your YouTube videos and channel popular. You’d need to optimize your videos for the right keywords. To discover what keywords are likely to bring traffic, you could use the already mentioned YouTube AdWords Keyword Tool.

You also need to use your keywords in vital parts of your video: the title, the description, and the tag. Also, make sure your video is in the appropriate category. The more views, shares, and embeds your video gets (and the more of it people watch), the higher it will show up in YouTube search. So, to increase views, share it with as many people across as many other networks as you can.

Get other vloggers’ (video uploaders’) attention by commenting on their videos, leaving video responses, subscribing to their channels—whatever works. What’s key here is to find the right people to connect with (by keywords, related videos, categories, etc.) Make it easy for viewers to find your website, subscribe to your channel, or learn more about you after they watch your video. Some vloggers articulate their call to action right in the video (it actually works) or put a link to their site first thing in the video’s description.

Free YouTube Promotion Tools

Use YouTube search to discover relevant videos and channels to engage with. There are software tools like BuzzBundle that let you mass-produce your YouTube marketing efforts, enabling you to engage with more people faster.

Combining YouTube SEO and AdWords With Great Results

So, if you wanted to launch an integrated SEO plus AdWords campaign for YouTube, what would you need to keep in mind?

It’s all about knowing how certain SEO metrics enhance your paid ads metrics, and vice versa:

  • Though not always possible, try to create multipurpose videos that can be used to promote your business in YouTube search and to appear next to other bloggers’ videos in the form of display ads. This way, the more views a video gets, the better it’ll perform in both types of search.
  • The title/description you assign your video in an AdWords campaign can be different from the one you create when uploading it to YouTube. So, technically, you can optimize one video for two sets of keywords, which again helps it do better in organic as well as paid listings.
  • Another important area where YouTube networking can help your AdWords campaign is targeting . If you’ve invested time into connected with influential vloggers in your niche, you probably know which ones have great communities around their channels. This makes it easy for you to choose what channels/videos to target with paid ads.
  • Finally, you can also resort to some smart remarketing to your YouTube viewers with paid AdWords ads. If you associate your YouTube account with your AdWords account (you can link more than one YouTube account to it), Google will let you show ads to people who have viewed your videos, visited your channel, or subscribed to/unsubscribed from it in the past.

So, those are the free and paid options you have for promoting your business on YouTube. As a video site with one billion visitors a month these days, YouTube can really be an effective promotion platform for your business. You need to know how to maximise these features.

Longform or Shortform Content? The Answer Might Surprise You


Few months back, there was a debate that has been blowing around whether shortform or longform content is winning the race for people’s attention. No doubt there are merits to both sides, but there seems to be some confusion concerning the topic.

For clarity, longform means articles, white papers and e-books of 2,000 words or more, while shortform refers to content of 500 to 1,000 words. Is there really a difference in their overall performances? Science suggests there is a clear distinction among those two.

Many of today’s Internet marketers swear by shortform content, citing a number of independent studies that indicate audience attention spans are falling and as much as 32 percent of users will begin abandoning websites in as little as five seconds if they are slow to load.

This doesn’t speak to the effectiveness of the format in reaching its audience in terms of visibility and findability through search. This is one of the most important advantages that longform content has over its counterpart. Search engine algorithms favor rich content that occupies the upper echelon where word counts are concerned, as do the habits of social media users in an environment oversaturated with bite-sized and intentionally misleading – read clickbait – info-bits.

Longform content ranks higher in search and allows brands to establish themselves more firmly in the minds of potential consumers belonging to their target demographic. The success varies by degrees as the relationship between the average content length and ranking position follow a bell curve, with articles closer to 2,500 outperforming those nearer 2,000 words.

What You Need to Know to Make It Work

Building a successful website or blog is about more than reaching a benchmark threshold and calling it a day. For longer works to have any impact on your conversion rates and traffic, they must be optimised for the Web. This is the perfect time to use long-tail keywords and broaden your SEO practices to encompass images as well. By incorporating visual content into articles of high word counts, you’ll be making things more scannable and therefore more appealing to readers who are time-deficient.

In this way, the negative associations that longform content has had attached to it by certain circles is negated and its biggest perceived drawback falls flat on its face. With 23 percent of people’s time dedicated to reading blogs and trawling social media sites for such content, you can’t afford to not give your audience what they want – and what they want is detailed, informative and well-researched reading material.

A Mix of Both May Be The Right Answer

All in all, it’s good practice to create a mix in your marketing and promotional strategies to have all your bases covered. Just don’t prioritise the short-term rewards of shortform content ahead of the rewards offered by longer material. The next time you come to writing anything directed at your online audience, give some thought to how it will be displayed and structured over 2,000 words or more. If you can do that, good things are sure to follow and your business will be poised to benefit.

Why Do You Need To Create Your Own Personalised Content Marketing Strategy?


Any digital marketers on Earth are aware that “Content is King”. While the notion itself may be a little bit overused, it is by no means inaccurate.

Now more than ever it’s incredibly important to create a content marketing strategy and make it your your own unique content marketing strategy if you hope to drive traffic and boost brand awareness from online channels.

In today’s post, we will dive into a bit of background on the recent popularity of content marketing, why you need to develop a content marketing strategy that is unique, and shows you where to find some of the newest strategies to set yourself apart from your competitors.

The History of Content Marketing

The early days of digital marketing are reminiscent of the Wild West where there weren’t many rules put in place, and those who took the biggest risks typically came away with the best results. But as the online channels matured, they realised that though many of the marketers were happy providing thin, uninformative content to their users, that content didn’t really provide the best experience for their users.

The networks needed to adapt. They needed to find a way to encourage all of the brands taking to their sites for advertising to spend time creating content that their audience would actually enjoy reading, and content that would eventually drive users back to their sites. They’ve done this by rewarding the marketers who take the time to come up with fantastic content and by penalising those that think they can get away with churning out articles that don’t provide anything educational.

As this idea grew in popularity, marketers started to embrace the need to create quality content if they wanted to adapt in the online marketing world. Hence the idea of Content Marketing was born, and it has been increasing in popularity ever since.


Click to Enlarge

If you want to be favored by the various advertising channels gain visibility online, you’ll need to start creating your own great content. This is typically long-form, educational articles, photos or videos that provide value to your potential customers.

One of the clearest examples of a channel that favors great, long-form content is social media. If you want to get social media shares, it’s incredibly important to spend a solid amount of time creating great materials.


Click to Enlarge

 Another example of advertising channels advocating great content is SEO. Many people who know about SEO have heard about the Google Panda update. This was a major update to Google’s algorithm that penalised all sites producing weak, or thin content from appearing high in their search results. Google, in their constant quest to create enough informative content to answer all of the world’s questions, absolutely favors in-depth content.

5 Content Repurposing Techniques You’ll Love and Use


The idea behind content repurposing is simple: you take one piece of content and rework it for a different purpose.

If done correctly, content recycling will save your precious time, increase your brand’s exposure and help you to reach people at different stages of the buying cycle. Interested but have no idea where to begin? In this post, we will give you some ideas for repurposing your past blog posts into another content types.

1. Convert Blog Posts into eBook

An eBook is a longer piece of content, typically published as a PDF and aimed to educate customers on particular topics. eBooks usually tackle one specific problem, providing background information and practical advice to solve it. Most importantly, they don’t have to contain any original material at all. In fact, many eBooks are simply collections of old blog posts and other content a company produced on a topic.

To repurpose blog posts into an eBook, collect articles dealing with a particular problem, add an introduction and few lines about you and your company and you’re done. Naturally you need to design and put the eBook together. However, you can do that in Microsoft Word. You can also use software like Beacon that allows you to import your posts and convert them into eBooks without a need for a designer.

2. Convert a blog post into Slideshare presentation

Many people prefer slideshows over blog posts because they are quicker to digest. You can easily convert a blog post into a presentation by converting all crucial points in the copy into individual slides. Just keep in mind that slideshows don’t have to contain every line or sentence from your article. Instead, include one key point from the post on each slide.

You can create a presentation in Powerpoint or use a tool like Canva. Once done, upload it to Slideshare along with keyword rich title and description to help users find it. Slideshare is part of Linkedin and it gives you access to huge audience and community potentially interested in your content.

3. Convert your blog post into a series of Tweets

One of the biggest problems businesses have with social media is coming up with engaging advice to post. At the same time, they sit on huge content archives that are an ideal resource for thoughts, ideas and quotes to share online. For instance, you could convert any blog post into a series of Tweets. And by including a link to it in a message, promote it at the same time.

Here are some ideas for that:

  • Tweet the key point from the post,
  • Ask a question about it,
  • Tweet quotes from the post, or
  • Mention anyone you’ve included in the article.

4. Convert your blog post into a video

Videos have become one of the most popular content types and YouTube is now the world’s second most popular search engine. You can tap into the video’s popularity by converting blog posts into actionable clips. Simply record yourself discussing ideas from the post, describe any examples you mentioned and offer some practical advice. You don’t need professional equipment to do that. Many businesses use their computer’s built in camera and microphone. If you have a budget, naturally invest in a good mic at least to ensure decent sound quality.

5. Convert your blog post into a podcast

Podcasts, digital audio shows you can listen to on your smartphone or tablet have been growing in popularity in recent years. And that’s for a very good reason. Podcasts allow people to consume content in places they are the least likely to be able to do so: while commuting, jogging in the park, working out or completing a DIY project, for instance.

And converting a blog post into a podcast is as simple as recording yourself reading it. However, if you’re not comfortable doing that, use text-to-speech software like Natural Reader to read the content for you. Many of these applications feature almost-human voices. But keep in mind that machines won’t be able to pronounce all words well, spoiling the recording if that happens.

Once done, submit your podcasts to iTunes, Podomatic, Podbean and other similar services to propagate your show across the web.


It’s true that the amount of content published daily could intimidate even the most hardened marketer. However, you have to remember that not all of it is original. Companies repurpose their content to serve different audiences, attract buyers at different stages of the buying cycle and expand their reach.

How To Consistently Produce High Quality Content For Your Brand (Infographic)

Interesting content is one of the top three motives for consumers to follow a brand on social media.

Almost 8 in 10 of people believe companies and brands that create quality content want to build positive relationships with them. It’s not a secret anymore that content quantity and quality go hand in hand these days. Without either you really can’t achieve footing in the content marketing sphere.

So how does one ensure they are publishing high quality content, in the quantity of it all? In the infographic below, you will learn how you can make sure you’re always publishing high quality content to get the return on your investment.


Click to Enlarge


Five Best Digital Marketing Resources Every Marketer Should Familiar With


There is a lot of digital marketing resources out there if you’re looking to learn more about digital marketing.

There are also plenty places where you can find out information or advice if you’re looking into specific marketing areas, like Communications, SEO, Social Media, Content Marketing, or Email Marketing. To help you out, we have been reviewing the best resources, sifting through the mountains of digital marketing content out there to give you the best of the bunch.

Below are the resources we’d recommend, which all have a wealth of practical, relevant information backed up by professionals who are leaders of their respective industries. Obviously there are a whole load more digital marketing resources out there, but these are the main ones we use and contribute to.

Let’s start our list with the first resource…

1. Econsultancy


Econsultancy website attracts more than 600,000 unique visitors every month, mainly visiting their blog, which publishes digital marketing content (geared towards ecommerce) on a daily basis. There are also paid reports and templates for serious business. Their daily newsletter, The Daily Pulse, is worth signing up to.

2. Smart Insights


Similar to Econsultancy, Smart Insights has a comprehensive library of digital marketing resources, with lots of actionable advice and templates to use. You’ll need to sign up to their basic membership to get free access to their marketing planning template and more marketing resources.

3. Moz


Moz’s “Learn SEO and Search Marketing” has loads off in-depth, how-to articles around SEO, including the basic terms and tactics. You can learn how to conduct effective keyword targeting, the importance of on-page optimisation, meta descriptions, schema structured data and mobile optimised websites. Their beginner’s guide to SEO is a classic and recommended as the starting point for anyone learning SEO.

4. Hubspot Academy


The Inbound marketing company HubSpot have developed the Hubspot Academy, an online learning course, which has a series of training videos, in-depth user guides and how-to articles for inbound marketing and content marketing. It is heavily biased towards Hubspot’s own tools, but the course is good for an introduction to inbound marketing basics like blogging, social media, building landing pages and running email marketing campaigns. They regularly publish latest news to their blog and you can subscribe to their newsletter from the same page, choosing between Marketing, Sales and Content Marketing.

5. Social Media Examiner


One of the original and best, Social Media Examiner has articles on how to best use social media, blogs and podcasts to connect with customers, drive traffic, generate awareness and increase sales. If you sign up to their newsletter, you’ll get a nice and free Social Media Marketing Industry Report with 50 pages and 80 charts, which is as comprehensive as it gets.

Last But Not Least

Craving for more resources? Here are the rest of our favourite digital marketing resources:

  • – The #1 Inbound Marketing community
  • GrowthHackers – A Community for Growth-Focused Marketers
  • Kim Garst – Social Media for Small Business Owners
  • Socialmouths – Social media and business advice
  • Facebook Ads Academy – Does what is says on the tin
  • AWeber Blog – Email Marketing Tips and Best Practices
  • KISSmetrics – Another very good digital marketing Blog

Three Excellent Freemium Content Discovery Tools To Elevate Your Social Media Performance


Do you need more fresh content sources to make your social media presence more robust and active?

With the increasing popularity and effectiveness of content marketing, content curation and sharing tools are becoming widely used as they make social media management tasks easier. Moreover, these tools aren’t all expensive either. Most content curation tools offer a free version of their tool that is sufficient to meet most social media marketing needs, with paid versions that offer more exclusive features. Here are top three free content discovery tools that might fill your marketing need:

1. DrumUp


DrumUp is a quite nice content discovery, creation and sharing tool, which is currently available for free. It uses keyword searches to find highly relevant content that you can share on multiple social media platforms like Facebook, LinkedIn and Twitter. The tool populates search results from keyword searches in a queue on the main dashboard, and you as a user can select the posts and articles that you want published. By allowing you to edit or delete posts from the queue, and schedule others for specific times, the tool allows you to fully customise all your content recommendations.

DrumUp’s scheduler automatically picks high-traffic times for your chosen time zone for all your scheduled posts to go live. However, if you prefer a date or time other than that set by default, you can easily change it by clicking on the calendar icon that appears at the bottom of each scheduled post. You can also add custom posts, along with images to the queue of curated content.

2. Spundge


Spundge is a content discovery and curation tool that works especially well with marketing teams, or marketing strategies with multiple collaborators. Its interface works perfectly with notebooks. You create multiple notebooks depending on the subjects that are relevant to your business and then start curating content by organising individual articles into notebooks. You can also look up exiting users and notebooks that have already been curated by other users on the platform.

Spundge also allows for easy curation of content that is found externally on the Web, and not within the service. When you sign up, the service will ask you to install a bookmark button. Anytime you come across something on the Internet that is relevant to your business, you can simply click on the bookmark button and the tool’s sidebar will show up, letting you save the article to your preferred notebook easily.

Each notebook can have collaborators, so multiple people on your team can add articles to Spundge simultaneously, which increases your cache of content. Though stories can be created on Spundge, it is currently a PRO service and only available on purchase.

3. Feedly


Feedly is a feed-based content discovery tool that helps you populate a personal feed with articles from selected topic areas and sources, and also lets you post each of them individually to your social media spaces. It is an easy-to-use app that also lets you save articles to either read and/or post at a later time.

The tool comes with a built in tagging option that allows you to add tags to articles to categorise them into specific streams. More customisation options are made available on the Pro version.

Content Competition: How To Stand Out In The Crowded Content Jungle


While the popularity of content marketing is beneficial for writers, SEO pros and the companies is also providing content optimisation and analytics tools. The downside is that more brands are developing content, leading to more competition and more overall noise.

In today’s post, we want to provide insights into how marketers can ensure their content cuts through the noise and look at the factors that improve and hinder engagement, as well as see how mobile and desktop stack up.

The fact is, engagement (which is commonly defined by the company as traffic, conversions and revenue) is the single biggest driver of content performance. Makes sense, right? If end-users are not visiting the content, sharing the content (which can be seen through extra traffic) and acting on the content (conversion and revenue), then the content has failed to do its part to influence the end-user to engage with the brand and, ultimately, buy.

For B2B, average engagement is higher at 50 percent of content. Engagement rates vary across specific industries, but, according to the report, hover between 33 and 50 percent of content overall.


Separated by industry, the graph above illustrates the differences in content engagement for hospitality, manufacturing, B2B technology, insurance and retail. The significant differences can be attributed to their different sales tactics. Retail, for instance, delivers a variety of content formats, including product and category pages. What’s more, their mass amount of content is often untargeted, focusing on top selling/popular products so the engagement levels will be lower. Conversely, hospitality is hyper-targeted to location and reasons for booking.

Interestingly, when we take a closer look at the engagement levels by smartphones and desktop computers, although smartphones lead all device categories in market penetration, they lag behind desktop engagement by 30 percent.


Similar to the industry breakdown of engagement levels on the whole, there are disparities between desktop and mobile engagement in the different industries as well but across the board desktop trumps mobile when it comes to engagement levels.

The good news for brands allocating a lot of their budget toward mobile, however, is that more othan 1 in 4 mobile sites is misconfigured, resulting in an average 68 percent loss of smartphone traffic to that content – presenting a significant opportunity to capture the time and money of mobile users on sites that are properly optimised for their devices.

Three Essential Things to Make Good and Fresh Content

Every marketer needs to test and optimize their content and messaging regularly to get the best results. Here are three simple, yet powerful themes that all content marketers need to keep in mind.

1. Innovation

The term “innovation” gets a lot different approach, but a fresh, new twist on familiar ideas is still a fitting definition. However, the problem doesn’t lie on the usage of the term “innovation”. It’s more the effort in trying to justify where it is applied.

You don’t need the marketing armies and obscene budgets of brands like Nike, Coke and Red Bull to strive for innovation. On the other hand, you do need to try harder and break out of the herd mentality with content to stand apart and make jaws drop.

One example: The campaign using video, Twitter and other social channels to hijack the hashtag #FirstWorldProblems and alter the conversation from whiny tweets to attention for a serious global issue.

Is creating truly inspired content difficult? Usually. Persistence is the key. If you’re persistent and aren’t banking on overnight success every time, you will see the results.

2. Emotion

We talk a lot about storytelling where content marketing is concerned. But how often do you like to read the same story over and over?

Playing positive emotions is the key.

When you tap into positive emotion, like the RainForest Alliance did with its clever and funny Follow the Frog video (1.4M views), it’s the modern equivalent of rallying the townspeople with pitchforks and torches to go get Frankenstein. Well, we are lazier now, so we click, like, retweet and share.

3. Engaging

One important thing to remember is that social media works best when it’s focused on helping people solve problems in their lives (both work and personal), not just pushing products and services. While this isn’t revolutionary, the problem is, that idea is often forgotten or misplaced.

Social media aren’t meant to be the world’s shortest press release. How often do you care about every little thing a company does? If people like your page, follow you on Twitter, get your email updates, and even flat out love your company, they all still need a break sometimes. Combine being helpful with not oversharing, like be there when we need you, and be memorable enough that your audiences think of you first even without daily reminders.

The common thing with these three themes is that outstanding content marketing really isn’t all about budgets or bandwidth, but the approach and how well you’re putting people first, with a creative twist. Start get cracking on that, and cut down on all of the crap.