International Institute Of Digital Marketing™

Attracting an audience to your #Content is an ongoing challenge, particularly as the pay-to-be-seen aspect of #Socialmedia platforms grows.

Organic search, though, remains a steadfast choice. As you climb the rankings and begin to attract a steady flow of traffic, which signals matter most in search? How can you optimize your #Content for maximum impact?

Hi, i’m cally, from the international institute of digital #Marketing. Here are 4 signals you should be sending to google (and its searchers).

You can prove to google your site deserves expert recognition. First and most obvious, have an in-depth sectionabout your targeted topicon the site. Include your in-house subject matter experts’ qualifications, including education, awards, etc.

Secondly, focus on brand signals. How do you create brand signals? Primarily by creating and publishing high-quality #Content in a variety of locations. Essentially, you want to show google your website is part of a bigger, more powerful brand.

Hands down, the most effective way to demonstrate authority is to create amazing #Content.Your #Content should cover the subject in more depth and breadth than anything out there. While length isn’t necessarily a direct ranking factor, the longer a piece of #Content is, the more likely it is to cover a subject in detail.

The last thing google wants is to send searchers to a deceitful or fraudulent page.

First and foremost, you must use https over http protocol on your website. From there, make it clear who has authored the #Content. Ensure that your #Content is original. Don’t plagiarize. If google determines that you’re stealing #Content from another site, it can penalize your site.

Google is in the business of delivering relevant results to searchers, which is why it now focuses more on search intent than keyword match. Your #Content should be created not just to match keywords but to match the intent behind those keywords. Ask, “why would a person be searching for this particular term? What questions do they want to have answered?” Then do everything in your power to address those items.

For more information, visit www.iidm.world

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#Image #Clicks #Marketing

Is your content ready for the increasingly visual results on search?

As google shifts emphasis to mobile search, visibility is crucial. More and more, search results feature an #Image along with the meta description.

Hi i’m cally, from the international institute of digital #Marketing. Here is what you need to know about how you can use #Images to build organic visibility.

Because #Images naturally draw the human eye, visual content becomes an organic search competitive advantage. A search snippet with an #Image is more likely to be clicked than a text-only snippet.

But adding an #Image isn’t enough. On-page qualityis important, as it now influences click-through rates (and thus traffic). No clear guidelines exist to make sure google includes a thumbnail #Image in your page search snippet, but there are a few things you can do to optimize the potential:

➢ Include a unique #Image on the page.

➢ Follow google’s guidelinesto specify a thumbnail #Image on each page.

➢ Do basic #Image seo.

Apart from thumbnail #Images, another prominent section within google search result pages that can steal attention and #Clicks is featured snippets. The selected search results that appear on top of google organic search results provide a quick answer to the query.

To identify opportunities for featured snippet #Images, you can use several tools. Keyword research tools, including serpstatand semrush, can be used to identify featured snippet opportunities. You can explore which ones have #Images and where the #Images align with the text.

#Images inside google’s search results set expectations. Searchers already know what they will find inside each page. Those who click would land on your page with a strong intent to download it.

To take this idea further, use the visual asset featured in google serps for on-site retargeting campaigns.

You can reuse the same #Image to follow the user around your site (or even after they return to your site days later). This way you have a greater chance to convert those people who failed to opt in and download your lead magnet right away.

For more information visit www.iidm.world

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#Image #Clicks #Marketing

Is your content ready for the increasingly visual results on search?

As Google shifts emphasis to mobile search, visibility is crucial. More and more, search results feature an image along with the meta description.

Hi I’m Cally, from the International Institute of Digital Marketing. Here is what you need to know about how you can use images to build organic visibility.

Because images naturally draw the human eye, visual content becomes an organic search competitive advantage. A search snippet with an image is more likely to be clicked than a text-only snippet.

But adding an image isn’t enough. On-page qualityis important, as it now influences click-through rates (and thus traffic). No clear guidelines exist to make sure Google includes a thumbnail image in your page search snippet, but there are a few things you can do to optimize the potential:

➢ Include a unique image on the page.

➢ Follow Google’s guidelinesto specify a thumbnail image on each page.

➢ Do basic image SEO.

Apart from thumbnail images, another prominent section within Google search result pages that can steal attention and clicks is featured snippets. The selected search results that appear on top of Google organic search results provide a quick answer to the query.

To identify opportunities for featured snippet images, you can use several tools. Keyword research tools, including Serpstatand SEMrush, can be used to identify featured snippet opportunities. You can explore which ones have images and where the images align with the text.

Images inside Google’s search results set expectations. Searchers already know what they will find inside each page. Those who click would land on your page with a strong intent to download it.

To take this idea further, use the visual asset featured in Google SERPs for on-site retargeting campaigns.

You can reuse the same image to follow the user around your site (or even after they return to your site days later). This way you have a greater chance to convert those people who failed to opt in and download your lead magnet right away.

For more information visit www.iidm.world

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#Keywords  #Seo #Backlinks

Everyone wants to rank for competitive #Keywords, but it’s rarely possible in the short term—especially if your website is new or relatively unknown.

Does that mean you shouldn’t target competitive #Keywords? No. But it does mean you should pursue lower-competition #Keywordsin the short term.

Hi, i’m cally, from the international institute of digital marketing. Here are three steps to find thousands of high-volume, “low-competition” #Keywords fast.

Think about what your target audience might be searching for in google and jot down your ideas. You don’t need to try to guess exact phrases here; just note down broad themes.

For example, if you sell computers and parts online, these might be:

Computer

Laptop

Macbook

Imac

Hard drive

Plug your topic ideas into a keyword research tool like ahrefs’ #Keywords explorer, then go to the phrase match report. You’ll see keyword ideas including one or more of the words and phrases you entered, complete with monthly search volumes and other #Seometrics.

Many keyword research tools have a difficulty score and it’s a numerical representation of how hard it’ll be to rank in google’s top 10for a search query.

In the phrase match report, filter for #Keywords with a kd score between 0–10 to find “low-competition” #Keywords. If you want to narrow down the list, just add a minimum monthly search volume filter.

For more information, visit www.iidm.world

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#Googlekeyword #Marketing #seo

Although a little truth may be buried in some of these misconceptions on #SEO, it’s best to understand the nuances.

Hi I’m, Cally, from International Institute of Digital #Marketing. Here’s a closer look at .

Of course you should have quality content. Why wouldn’t you? But is that a good way to approach #SEO?

Your quality content may not rankwell on Google. Other websites – not yours – will get traffic FOR RELEVANT KEYWORDS. FIGURE OUT WHAT KEY PHRASES YOU CAN RANK FOR rather than just assuming your best content will land you the top spots.

Myth 2: Google will delist your site for keyword stuffing

Google has nabbed some nasty marketers, but it’s hard to say Google will delete you from its databases because of keyword stuffing. Should you overuse keywords without fear? Don’t risk it. Keyword stuffing is subjective. If you’re providing a good user experience, then don’t fret.

Duplicate content is a bigger issue with e-commerce websites that struggle to avoid the same product descriptions on countless websites. One remedy is to create unique descriptions and other details on strategic pages. E-commerce websites can also work on their domain authority by attracting more quality backlinks. Overall domain authority can improve rankings.

Generally speaking, sticking a few keywords in the footer may NOT IMPROVE RANKINGS. Marketers sometimes use keywords in a couple of brief sentences or in short headlines under a section called popular articles.These techniques don’t work as well as they did several years ago.

Search engines simply don’t value keyword-based text or links as much when they’re among highly repetitive website elements like primary navigation or other descriptive text in footers.

For more information, visit www.iidm.world

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#Audience #Verticalvisuals #Marketing

Americans spend 29% of their free time watching video content vertically.

As a consequence, you need to think mobile to be a successful marketer and adapt to the behavior of at least half of your potential #Audience.

Hi, i’m cally, from the international institute of digital markerting. Let’s go through three of the most valuable types that can help you achieve your goals.

Infographics may be considered the oldest type of vertical visual content. Originally, they were not created for mobile users, but they are the perfect format for vertical content.

To successfully incorporate this type of vertical content, you need to consider a few things:

➢ Make sure your infographics are branded. You want your #Audience to associate the valuable information with your brand or business.

➢ Use infographics for storytelling.

➢ Make sure all the data in your infographics is useful to your #Audience.

Another great vertical content choice is to publish stories on snapchat and instagram. The latter likely will be more effective given that it has 400 million users who read and publish stories. Instagram stories are exclusively vertical.

To use stories successfully, remember to:

➢ Use stickers.

➢ Customize the stickers

➢ Allow people to share your stories.

➢ Use the “mention” option to get the attention of an influencer.

3. Videos and live streaming

While youtube is still top among internet users from all around the world, it lacks the ability to create mobile-ready content, you need to shoot and publish vertical content. Facebook and instagram favor this type of content, particularly after the launch of igtv, which is only suitable for vertical videos..

Here are some useful tips regarding video content:

➢ Tell a story

➢ Take special care of the first 10 seconds of the video.

➢ Invest in original content.

➢ Be creative

For more information, visit www.iidm.world

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#Podcast #Marketing #Socialmedia

There are three main parts of each weekly episode:

Hi, i’m cally, from the international institute of digital #Marketing. Let’s look at these three steps.

Each episode has two anchor pieces – the #Podcast main thought and the interview. The interviews take about a half-hour all in all. Then, when the interview is complete, you can decide on the theme and write the #Podcast's main thoughts. Once you have the interview and the #Podcast main thought finished, you can write the script for the episode using the evernote app.

Production:

This is, perhaps, the most important place to spend time learning and getting great equipment. Having a great microphone and place to record is of prime importance.

If you can manage it, recording locally is the best. Then, it’s just a question of placing your audio files into your #Podcast editing mix.

For editing and producing, if you’re comfortable with audacityand have a relatively simple show, it could be just what you need.

The recording and editing process is usually pretty quick. It can take anywhere from 90 minutes to three hours or so depending on how much editing you need to do on the interview.

At this point, you put together the entire #Podcast package for the post-production team:

➢ Episode in mp3 format

➢ Isolated edit of the cold open (as a short mp3 file) for social promotion purposes

➢ Word version of the script, including all links and clips mentioned for the show notes post that the team produces

For more information, visit www.iidm.world

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#Content #Socialmedia #Marketing

The reason digital video suddenly became hot with marketers came down to one word: search. Creating a two-way street connecting searchers of #Content and creators of #Content is like magic for digital marketers.

Hi, i’m cally from the international institute of digital #Marketing. Let’s look at the elements of a digital video strategy

You need a clear mission for your pieces, episodes, or structure. Think about which part of the customer’s journey you want to optimize with the video. How is this useful for your customer?

Great #Marketing campaigns have a messaging architecture. Great video projects have a story architecture. In a television series, a producer would call this a “show bible.” It’s a clear description of everything from what’s allowed in this universe to the key messaging points to tone, visual aesthetics, sound, and editorial guidelines, and sometimes even a script for the story.

Think through all the production aspects you might need. Do you need a short and long version? Do you need behind-the-scenes footage? Do you need an interview with the star or other participants? Do you need different versions, cameras, or aspect ratios (high-end cameras vs. Iphone, for example.)

Consider the production needs for creating the most assets you can from your video opportunity.

Where do you want to distribute this video? Not all video is appropriate for every channel. But don’t preclude channels simply because they’re not part of the main #Marketing campaign. You never know how something will take off. If you dream up a video #Socialmedia campaign – and only capture it in a vertical video format with bad sound – what happens when that video goes viral and you want to run it on television? Understand the options behind your distribution strategy and how they may change over time.

By creating it as an integrated #Content strategy, you should understand which channels, formats, and stories resonated the most. The metrics also should put you in a good position to extend the pieces that perform well – you can double down on those and reuse them in a different context.

For more information, visit www.iidm.world

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#Contentmarketing #Strategy #Socialmedia

Wouldn’t it be great to start your #contentmarketing program knowing it will work as intended? How satisfying would it be to be confident it incorporates the insights, ideas, and focus to create stories that captivate your audience members and turn them into loyal customers?

Hi, i’m cally, from the international institute of digital marketing. Let’s look at #contentmarketing #strategy and how it boils down to decisions in three distinct areas:

➢ Why – marketing and business purpose

➢ Who – audience needs

➢ How – unique brand story

Define the business challenges and outcomes to address and achieve with #contentmarketing. In other words, figure out why you’re creating content and how you intend for it to help your business.

Answer questions like these to zero in on the #contentmarketing goal:

➢ What business need are we struggling to achieve through current marketing initiatives?

➢ How big is this need? How much will addressing it help drive our goals?.

➢ What is the differentiating value?

➢ What is our ideal outcome with this process?

Personas provide a helpful snapshot of defining attributes of your target audience, including demographic profiles, informational needs, goals they want to achieve, and content engagement preferences.

Though developing a detailed buyer persona for each audience segment often is complex, get a head start by documenting the answers to these questions based on information you’ve collected:

➢ Who is the audience? What are its defining traits and distinguishing characteristics?

➢ What roles do its members play? What does their typical day look like?

➢ What do they need to accomplish? What informational gaps stand in the way of reaching those goals?

➢ Where are they in our funnel? What information do they need most to help them reach the next stage?

➢ Why would they care about our company as a product/service provider and/or in reflection of what we value?

Your content mission statement should include details on your brand’s unique vision of content’s value, the audience it will serve, and the priorities and principles it will uphold. It can also provide more specific details on the creative side, including the kinds of stories you intend to tell, how those stories will take shape, and how your content assets will work collectively to create an overarching brand experience.

Before you document these details, look critically at internal and external factors that shape them. Use questions like these to guide you:

➢ Who are we as a company? What principles guide us? What core values do we want to uphold in all our efforts?

➢ What is our business uniquely positioned to help our audience achieve?

➢ What are we doing through the content we create to help our audience? How are our efforts distinct in the marketplace?

➢ What do we want our audience to accomplish by engaging with our content?

For more information, visit www.iidm.world

#Content #Marketing #Socialmedia

The #Content #Marketing funnel is an expansion of the traditional purchase funnel that addresses how you could turn subscribers who aren’t interested in your existing products into caring about and paying for a new #Content product.

The #Content #Marketing funnel consists of the three phases – . Each is a separate strategy to be executed in both simultaneous and consecutive order.

Hi, i’m cally, from the international institute of digital #Marketing. Here’s how this #Content #Marketing funnel approach works:

The acquisition phase is about using #Content to earn an audience. It involves three key measurable targets:

➢ Attention – reach, awareness, or impressions of your #Content with your target

➢ Response – engagement such as a return visit, share, or comment

➢ Subscription – indicator audience wants more #Content from the brand

It is here the #Content #Marketing funnel follows a similar pathway as the purchase funnel. However, when we get to the pointy end of the triangle, the value of your #Content #Marketing in the #Content #Marketing funnel is measured by one simple conversion metric: the number of subscribers you earn; not the number of transactions.

Having earned your subscribers in the acquisition phase, it is time to make them work for you in the research phase using data analysis and surveys. Conduct subscriber research about every six months.

You are testing the audience to see if they are indicating where the opportunity for a #Content product lies. Use simple surveys on email or social media to ask them about their interests and what type of #Content product they would be willing to pay for. The feedback should drive the direction of your thinking on what the #Content product could be.

Unlike the purchase funnel, which pushes audiences to existing products, the #Content #Marketing funnel spreads the research insight across :

➢ Conversion of existing products – short-term goal

○ You continue to measure the leads and sales attributed to #Content .

➢ Branding objectives – short-term goal

○ Improve the visibility and reach of your brand.

➢ Business processes – mid-term goal

○ Using #Content and feedback to improve how your internal teams work.

➢ Monetization of #Content  – long-term goal

○ Leverage the value of your audience for a monetary benefit through a #Content product.

For more information, visit www.iidm.world

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