Why We Removed 3,000 Pieces of Outdated Content From the HubSpot Blog

You know what sounds like a really bad idea? Deleting 3,000 pages from the HubSpot Blog. You know what our SEO and Web Dev teams did in February? Deleted 3,000 pages from the HubSpot Blog. No, this wasn’t some Marie Kondo-ing team-bonding exercise gone horribly, horribly wrong (although those posts were definitely not sparking joy). It was a project that our head of technical SEO, Victor Pan, and I had wanted to run for a long time — because counterintuitively, getting rid of content on your site can actually be fantastic for SEO. In the SEO world, this practice is called “content pruning”. But, while a good idea in theory, content pruning doesn’t mean you should go crazy and hack away at your content like it’s a tree and you’ve got a chainsaw. Content pruning is far more methodical than that — like trimming a bonsai. I’ll get to the results we saw at the end of this post. But first, let’s explore what content pruning is, and then dive into a step-by-step content audit process, so you’ll have a detailed blueprint of how to do this for your own property (or your client’s). Which brings us to the next question: How often should you run a content audit? Like almost everything in SEO, it depends. If you have a large site, you may want to audit a different section every month. If you have a small site, consider evaluating the entire site every six months. I typically recommend starting with a quarterly audit to see how much value you receive from doing one. If you end up with...

The 12 Types of Content Marketing in a Marketer’s Arsenal

When it comes to content marketing, it can be tough to know which ones to use and which ones will make a statement. There are a variety of content marketing types that marketers can choose from. For example, Southwest likes to mix it up by posting gifs, blog posts, commercials, and retweets on their Twitter page. Delta has recently been on a video and gif kick, posting strictly commercials, videos, and gifs about flight. It’s ultimately about what type of content marketing promotes your business effectively. And there are a handful of different content marketing types to choose from when you want to make a splash in your campaigns. 1. Blogs Having a blog on your website that corresponds with your product and its market attracts potential customers looking for the answer your business solves. Blog posts improve SEO and can be a low-cost way to boost organic traffic. When writing blog posts, be sure to keep these things in mind: Optimize your content for SEO Use a pillar or cluster model to organize your blog topics Keep your content focused and relevant to your product. For example, Jeff Bullas has been named one of the top influential global marketing officers. Therefore, his website has blog posts about content marketing and global social media. For example, this post is about turning followers into customers. 2. Videos Videos engage an audience quickly. According to HubSpot research, 54% of audiences want to see videos from brands they support, which is more than any other type of content. Videos are also a versatile medium; you can create a variety of content in...

These Influencers Are Computer-Generated: The Future of Marketing, or Untrustworthy Advertising?

More likely than not, you see influencer posts on your Instagram feed daily. In many ways, they become part of your life — influencing everything from exercise classes you take, to clothes you buy. It’s undeniable that influencer marketing is powerful. In fact, over the past five years the tactic has quickly grown into a multi-billion dollar industry. Plenty of businesses, both large and small, use influencers across their social platforms to reach new audiences, build brand awareness, and increase sales. Examples of successful influencer marketing strategies range from Stride Gum’s partnership with DJ Khaled to Glossier’s partnership with micro-influencers and “regular women”. And, as influencer marketing grows, it’s no longer just limited to humans — as we’ve seen with Jiff Pom, a Pomeranian with over nine million Instagram followers. But if any human (or pet) can become an influencer, it begs the question — do influencers even need to exist in real life? In 2019, computer-generated influencers like Miquela Sousa might argue, “No.” For instance, let’s take a look at this post by Miquela Sousa (@lilmiquela), an influencer with 1.6 million followers: By all accounts, the post looks real. Miquela, a 19-year-old Brazilian American model, influencer, and singer, is posting a #sponsored post for Calvin Klein and posing with fellow model Bella Hadid. But Miquela is a computer-generated character, introduced by Los Angeles company Brud in 2016. Each month, almost 260,000 people listen to her music on Spotify. Miquela works with major brands ranging from Prada to Samsung, and she’s even given interviews at Coachella. All of which raises the question — why should companies pay real human influencers...

Instagram, Facebook, or Snapchat: Which Stories Are People Actually Watching?

While Facebook, Instagram, and Snapchat seem like incredibly different platforms, there’s one thriving feature that all three have in common: Stories. By now, many of us have used or viewed a Story on a social media platform. This content serves as a way to chronicle our daily lives, vacations, and interesting outings. Stories also allow us to tap into our creative or highly visual side. As video platforms continue to expand, this type of feature won’t be losing steam any time soon. Marketers have also become quite Story-savvy. On any given platform with this feature, you can find a number of brands using Stories to publish educational content related to their industry, show how-tos related to their products, or display customer testimonials. As brands experiment with linking Stories to online content, they’re finding that the strategy can actually generate significant traffic. Stories provide a number of solid marketing opportunities across platforms. And, right now, the question marketers are asking isn’t, “Should I publish Stories?” Instead, they might be wondering, “Which social platform should I publish Stories on?” When you think of platforms with Story features, Instagram and Snapchat might be on the top of your mind. We’ve seen that Gen-Z and millennials are flocking to apps like Instagram and Snapchat, while multiple generations continue to use Facebook. We also know that Snapchat launched the first Story format before Instagram followed suit by launching its own highly-successful Stories feature. Lastly, Facebook got on the bandwagon by launching a Stories feature that looked just like Instagram’s after purchasing the social media company. Yes, Instagram and Snapchat were the earliest Story pioneers....

Facebook Campaign Budget Optimization: What Marketers Need to Know

Are you ready for the biggest fundamental change to Facebook advertising in years? Did you know Facebook is making campaign budget optimization (CBO) the default for Facebook ads? In this article, you’ll discover how to use the new CBO setting to create Facebook advertising campaigns and when CBO will become your only option. Facebook Campaign […] The post Facebook Campaign Budget Optimization: What Marketers Need to Know appeared first on Social Media Marketing | Social Media Examiner. from Social Media Marketing | Social Media Examiner https://ift.tt/34S3OtI via...