How to Get More Keyword Metrics for Your Target Keywords

Posted by Bill.Sebald

If you’re old in SEO years, you remember the day [not provided] was introduced. It was a dark, dark day. SEOs lost a vast amount of trusty information. Click data. Conversion data. This was incredibly valuable, allowing SEOs to prioritize their targets.

Google said the info was removed for security purposes, while suspicious SEOs thought this was a push towards spending more on AdWords (now Google Ads). I get it — since AdWords would give you the keyword data SEOs cherished, the “controversy” was warranted, in my opinion. The truth is out there.

But we’ve moved on, and learned to live with the situation. Then a few years later, Google Webmaster Tools (now Search Console) started providing some of the keyword data in the Search Analytics report. Through the years, the report got better and better.

But there’s still a finite set of keywords in the interface. You can’t get more than 999 in your report.

Search Analytics Report

Guess what? Google has more data for you!

The Google Search Console API is your friend. This summer it became even friendlier, providing 16 months worth of data. What you may not know is this API can give you more than 999 keywords. By way of example, the API provides more than 45,000 for our Greenlane site. And we’re not even a very large site. That’s right — the API can give you keywords, clicks, average position, impressions, and CTR %.

Salivating yet?

How to easily leverage the API

If you’re not very technical and the thought of an API frightens you, I promise there’s nothing to fear. I’m going to show you a way to leverage the data using Google Sheets.

Here is what you will need:

  1. Google Sheets (free)
  2. Supermetrics Add-On (free trial, but a paid tool)

If you haven’t heard of Google Sheets, it’s one of several tools Google provides for free. This directly competes with Microsoft Excel. It's a cloud-based spreadsheet that works exceptionally well.

If you aren’t familiar with Supermetrics, it’s an add-on for Google Sheets that allows data to be pulled in from other sources. In this case, one of the sources will be Google Search Console. Now, while Supermetrics has a free trial, paid is the way to go. It’s worth it!

Installation of Supermetrics:

  1. Open Google Sheets and click the Add-On option
  2. Click Get Add-Ons
  3. A window will open where you can search for Supermetrics. It will look like this:

How To Install Supermetrics

From there, just follow the steps. It will immediately ask to connect to your Google account. I’m sure you’ve seen this kind of dialog box before:

Supermetrics wants to access your Google Account

You’ll be greeted with a message for launching the newly installed add-on. Just follow the prompts to launch. Next you’ll see a new window to the right of your Google Sheet.

Launch message

At this point, you should see the following note:

Great, you’re logged into Google Search Console! Now let’s run your first query. Pick an account from the list below.

Next, all you have to do is work down the list in Supermetrics. Data Source, Select Sites, and Select Dates are pretty self-explanatory. When you reach the “Select metrics” toggle, choose Impressions, Clicks, CTR (%), and Average Position.

Metrics

When you reach “Split by,” choose Search Query as the Split to rows option. And pick a large number for number of rows to fetch. If you also want the page URLs (perhaps you’d like your data divided by the page level), you just need to add Full URL as well.

Split By

You can play with the other Filter and Options if you’d like, but you’re ready to click Apply Changes and receive the data. It should compile like this:

Final result

Got the data. Now what?

Sometimes optimization is about taking something that's working, and making it work better. This data can show you which keywords and topics are important to your audience. It’s also a clue towards what Google thinks you’re important for (thus, rewarding you with clicks).

SEMrush and Ahrefs can provide ranking keyword data with their estimated clicks, but impressions is an interesting metric here. High impression and low clicks? Maybe your title and description tags aren’t compelling enough. It’s also fun to VLOOKUP their data against this, to see just how accurate they are (or are not). Or you can use a tool like PowerBI to append other customer or paid search metrics to paint a bigger picture of your visitors’ mindset.

Conclusion

Sometimes the littlest hacks are the most fun. Google commonly holds some data back through their free products (the Greenlane Indexation Tester is a good example with the old interface). We know Search Planner and Google Analytics have more than they share. But in those cases, where directional information can sometimes be enough, digging out even more of your impactful keyword data is pure gold.


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4 Tips for Saving Time in the Back Office

Back offices are where a lot of the work that it takes for a business to operate happens. And, while consumers only see the front office, the back office is often where the overhead starts adding up and time is spent.

Solving the messy back office problems

Administrative tasks can be very time-consuming, and if you need to start saving time in the back office to help your business grow, these tips can help.

1. Automate Your Taxes

A lot of time is spent on taxes, and owners are doing their own business taxes, it can take up to five hours per week, or twenty hours a month, to keep taxes up-to-date.…



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29 Office Costume Ideas for Marketing Nerds & Tech Geeks

Halloween is a fun holiday, and it doesn't get the attention it deserves. It doesn't have recognizable songs or vacation days associated with it, and it falls on a busy time of year for most people in the workforce.

But that doesn't mean you should skip the festivities at your office Halloween celebration.

Click here to download our free guide to hiring and training a team of all-stars.How many days of the year are you encouraged to dress up and goof around at work? Probably just one -- Halloween -- and even then, it can be hard to know what's office-appropriate.

 

We want you to have fun this Halloween, so we're taking the work out if it for you. We've compiled a list of DIY Halloween costume ideas that are easy to put together, inexpensive, and perfect for the digital marketer or tech professional.

If your family and friends don't get your costume, your colleagues definitely will.

25 Office Costume Ideas for Marketing Nerds & Tech Geeks

Computer Costumes

1. Alt Text

Alt text isn't just the metadata of an image published on the web -- you could also say it's an "alternative" fashion statement with the text to describe the era. This was HubSpot Director of Content Corey Wainwright's office Halloween costume a few years ago. It's great because you don't even look dressed up if you have a casual office dress code, so you can just blend in.

To dress as alt text this halloween, break out your best 90s alternative garb -- our coworker Corey went with black jeans, combat boots, and a flannel. Then, tape hyphenated text that best describes what you're wearing, much like an image of your outfit would do online to help search engines read the file.

We edited a sash of alt text on to the alternatively dressed girl below, just to help you picture your awesome costume.

Computer costume of girl in 90s alternative outfit with alt text written across her shirtSource: That's Life

2. SEO Ninja

Speaking of dorking out on SEO, you could be everyone's favorite LinkedIn title -- the SEO ninja. Dress in all black, buy a black ski mask, and tape keywords all over yourself. Voila ... you're an actual ninja -- just one much more concerned with search engine optimization than lurking in the darkness.

seo-ninja-costumeSource: Pinterest

3. Mobile App

Wander around holding an appetizer -- candy, cheese and crackers, chips and dip ... whatever you have on hand. Boom. You're a mobile "app."

This costume also doubles as a great way to introduce yourself and make friends at a party.

mobile-app-costume.pngSource: Opportunity Max

4. Instagrammer

Want another way to turn handing out food into a costume? Dress up like a hipster and hand out graham crackers. You're an "instant" "gram" cracker server -- or, for short, an Instagrammer. Pun absolutely intended.

5. Ghostwriter

Have you ever written something for somebody else's byline? Such is the life of a "ghostwriter." Turn your author-less accomplishment into this year's office Halloween costume.

To dress up as a ghostwriter, grab a white sheet and cut a hole for your head and arms. Dob some black ink spots on the sheet, get a book and one of those feather quills (or just get a feather, I suppose), and boo -- you're a ghostwriter.

ghostwriter-costume

6. Whitespace

Whitespace on the internet might just denote all the blank space you use to help your design stand out, but on Halloween, "whitespace" isn't just the absence of space.

Dress in all white -- add white face paint and a white wig if you're ultra-committed. Then add a hint of color somewhere on the outfit, like a colored tie or scarf, or even a paint splotch. That color splotch will make the white space more prominent, transforming you into "whitespace."

7. Error 404 Code

You've most likely encountered a funny error 404 page before, and you can make it a funny costume, too. Grab a sheet of paper, write "Error 404: Costume Not Found," and tape it to your outfit.

 

A photo posted by RachAel Klopfenstein (@theklopf) on Sep 5, 2015 at 12:33pm PDT

8. (Monty) Python

If you're into programming code, British comedy, and low-effort costumes, being (Monty) Python is perfect. Dress up in anything remotely snakelike in your closet: olive green clothing, snakeskin accessories, and fake vampire teeth that can serve as your fangs.

Then, to amp up the dork factor on this costume, add two coconuts or a gold chalice to embody Monty Python on his quest for the Holy Grail.

9. Facebook

Grab face paint or eyeliner and write "book" across your cheeks. Just like that, you're the world's biggest social network for Halloween.

And for your sake, we hope your colleagues actually get it:

Halloween-Jim_Bookface-Jim.jpgSource: AndPop

10. Unicorn

Here's another tech-friendly, double-entendre costume: Be your own version of a tech unicorn. Here at HubSpot, we love this tech icon, and you can easily make your own version of a unicorn horn with help from this article.

aid2617087-v4-900px-Make-a-Unicorn-Horn-Step-10-Version-3.jpgSource: WikiHow

11. Phishing Emails

Phishing emails are nothing to joke about -- they can seriously threaten your technology and data security. But on Halloween, you can dress up as a play on phishing emails for an easy DIY costume. All you need are a stick, a piece of string, and an envelope. Bonus points if you own a bucket hat and vest to complete the ensemble. Check out an amusing version of this costume below.

Email phishing Halloween costume with fishing rod with Passwords label as baitSource: Car and Driver

12. Copycat

"CNTRL + C" is the popular keyboard macro allowing you to copy items from one place to another on your computer. Well, here's a technology spin on a classic Halloween costume. All you'll need are cat ears, eyeliner-drawn whiskers, and a sheet of paper. Write "CNTRL + C" on the paper, tape it to your outfit, and you're a "copycat."

Girl in copycat Halloween costume with black cat makeup and CNTRL + C labeled necklaceSource: BuzzFeed

13. The Blue Screen of Death

You know the screen, even if you don't know the morbid nickname the tech world has given it. This classic error screen is known for signaling the end of a computer's useful life, and you know it when you see it. It causes so much stress on site, in fact, that the color alone is scary enough for October 31.

Believe it or not, there are official T-shirts you can get with the blue screen of death copy printed on them. Want to make your own? All you need is a royal blue t-shirt and a printed version of this horrifying error message to pin to it.

T-shirt with Blue Screen of Death error message printed on itSource: Spreadshirt

Emoji Costumes

14. Information Desk Girl

This genius professional found a golden (or, rather, purple) opportunity to be the "information desk emoji, the many gestures of whom we've all come to know, love, and use at some point in a text conversation.

The best part about this awesome tech reference is that you don't need to alter your regular attire to make it work. As Naomi shows us below, it's all in the hand gestures.

 
 
 
View this post on Instagram
 
 

No one recognized my Halloween costume for work until I started texting and striking poses #emojicostume #lazycostume

A post shared by Naomi (@naomi_yyz) on Oct 30, 2015 at 3:26pm PDT

15. Dancing Girls Emoji

If you're the owner of one of the nearly more than 1 billion Apple iPhones sold worldwide, you're probably familiar with the dancing girls emoji, shown below.

The easiest version of this costume is to find a buddy and dress all in black together. If you're committed to emoji authenticity, buy black bunny ears to complete the look.

Screen Shot 2016-10-25 at 2.13.14 PM.pngSource: Brit + Co

16. Heart Eyes

Are you just in love with Halloween? Prove it with this passionate emoji face. You don't have to paint your entire face, chin to hairline, to get the Heart Eyes Emoji just right, but it certainly helps. It'll also disguise your stress when you're at your most focused during the day.

"This employee just seems to love her job, I can't put my finger on why," your manager will think ... See how to paint this emoji onto your face below (you'll need some help for this one).

Topical Office Costumes

17. Fully Vested

At work, "fully vested" usually refers to one's ability to earn all matching funds of a 401(k) retirement plan. But for some, you just can't help but picture someone wearing lots of sleeveless jackets at the same time. Now's the time to personify that image.

If you work in a company where people would get the joke, put on a bunch of vests (at least three, but even more is encouraged), and that's about it. You're fully vested.

18. Nerd

What I love about the nerd costume is that it's effortless and always unique -- there are many ways to be a nerd in this day and age. Are you a tech nerd, a video game nerd, or a book nerd? The sky is the limit with this costume. Show up wearing glasses with your favorite accessories, such as a magic wand, book, or lightsaber, to complete the effect.

19. A Solar Eclipse

Last year, the solar eclipse took over the internet -- and the country. As millions of people flocked to the path of totality to (hopefully) catch a glimpse of this rare event without burning their corneas, millions more made jokes about it on social media.

To dress up as a solar eclipse for Halloween, you'll need a work pal to dress up as the sun and the moon with you. One of you wears black, the other wears yellow, and you both wear dark sunglasses. Then, at the Halloween party, the one dressed in black spends the whole time standing in front of the one in yellow.

Two girls dressed in solar eclipse costume at an officeSource: Pinterest

20. The 'Evil Kermit' Meme

If you haven't heard of this mega-popular meme this year, you've probably seen it somewhere: It features Kermit the Frog, face-to-face with his evil twin, Evil Kermit. Evil Kermit looks identical, except for the black cloak.

For this costume, you and a coworker can keep it simple: You both wear green shirts, and one of you wears a black hoodie or jacket on top. If you really want to commit to the costume, you'll spring for some green face paint to complete the ensemble. Walk around the party together, facing one another, for maximum effect.

evil kermit halloween.png

21. Eleven from Stranger Things

Eleven from Netflix's hit series Stranger Things is universally beloved, and it's a bonus that her signature look is a comfortable and easy-to-assemble costume. Rock your best Eleven with a dress, a denim jacket, and a box of Eggo Waffles.

the-stranger-things-actress-behind-eleven-doesnt-love-eating-tons-of-eggo-waffles.pngSource: Business Insider

22. Pokémon GO Trainer

Pokémon GO had roughly 45 million people walking around in cities glued to their phones last summer (I, among them). To pay homage to the explosion of this tech trend, you'll need a t-shirt that's red, yellow, or blue. Using fabric paint or permanent marker, write Valor (for red), Instinct (for yellow), or Mystic (for blue) on your shirt.

Spend Halloween walking around pointing your phone at objects, and you're the spitting image of a Pokémon GO trainer. Gotta catch 'em all, right?

 

A photo posted by Odinia (@marshmallowsie) on Aug 9, 2016 at 4:44pm PDT

Group Office Costumes

23. Google Algorithm Update

Find a couple of office buddies for this one -- one panda, one penguin, and one pigeon. You might be thinking, "what the heck is the pigeon algorithm update?" 1) It's a thing, and 2) we checked Amazon for hummingbird costumes and there aren't any cheap ones available.

google-algorithm-update-halloween-costumes.jpgSource: Opportunity Max

24. Black Hat and White Hat SEO

This is another SEO-related costume, and I think you can figure this one out on your own. I recommend wearing a black hat for one, and a white hat for the other, and having "SEO" embroidered on each one -- which you can easily custom order.

Black hat with SEO label on topSource: SEO-Hacker

25. Series A Round of Funding

Get a bunch of people together, write the letter "A" on your shirt, and line up. (You could do subsequent funding rounds using the same principle, too.)

26. Snapchat Filters

Here's another group costume idea that pays tribute to Snapchat's filters feature.

There are numerous options that you and your team can choose from to embody this costume. You could dress up as vomiting rainbows, cat and dog ears, a flower crown, or a face swap, and this could be as DIY or store-bought as you're interested in pursuing. For example, here's some inspiration for a couple of the dog filters:

snapchatfilter.jpgSource: PopSugar

27. Snapchat Ghosts

Put a marketing spin on a classic Halloween costume by arriving as a Snapchat ghost. You'll all need a white sheet and to pick which ghost you like the most.

maxresdefault-24.jpgSource: YouTube

28. PAC-MAN and Company

Here's yet another awesome ghostly costume idea your whole team at work can get in on. Have your team lead wear the yellow pie-shaped garb of PAC-MAN, with each team member dressed as the multi-colored ghosts that roam the screen in this vintage arcade game.

Just make sure the team lead doesn't actually try to eat the ghosts -- you're in an office, and you're all technically on the same team.

Group costume with PAC-MAN, four ghosts and fruit from the vintage arcade gameSource: Meningrey

29. Instagram Filters

For this group costume, you'll need white t-shirts and fabric markers. Draw an Instagram photo frame on the front of your shirts, and each team member can write a different Instagram filter's name inside the photo frame. Or, create frame props with different filters on them like the group did below:

M-nahalloween-1.jpgSource: Nails Magazine

The clothes don't make the marketer, but the costume can certainly make the culture at your company. Find out what it takes to hire and train the best fits for your open roles in the free ebook, available below.

learn how to hire an all-star marketing team

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via Business Feeds

Report Says Business Fleet Owners Want to Go Green – Though Challenges Remain

Fleet Electrification: Fleet Owners Want to Go Green but Access to Technology Gets in the Way

Fleet owners across all industries are willing to give sustainable technologies a chance, but some key barriers to making this happen remain. When it comes to electric vehicles, limited product availability, high purchase price and inadequate facility charging get in the way.

A UPS and GreenBiz report titled, “Curve Ahead: The Future of Fleet Electrification” looks at the motivations and barriers industry leaders face in adopting electric vehicles as part of their fleet.

While the study looks at enterprises with large fleets, the same challenges also await small businesses. This is especially true when it comes to the high purchase price of electric vehicles.

Scott Phillippi, UPS senior director of automotive maintenance and engineering, explains, “The challenges of cost and infrastructure requirements can be daunting, but we’ve begun to see solutions emerge.”

Phillippi adds, “The business case, combined with growing preference for EVs from cities and national governments, will help us to reach a tipping point to large-scale EV fleet adoption.”

Bottom line: Fleet owners are willing to make the investment to lower greenhouse gases, save money and meet future environmental standards.

Greenhouse Gases

According to the United States Environmental Protection Agency (EPA), transportation is the largest sources of greenhouse gas emissions from human activities in the United States.

Fleet Electrification: Fleet Owners Want to Go Green but Access to Technology Gets in the Way

Fleet Electrification: Fleet Owners Want to Go Green but Access to Technology Gets in the Way

Transportation accounted for 28.5% of greenhouse gas emissions in 2016, with electricity production coming in second at 28.4%. A further breakdown of the data reveals light-duty vehicles and medium and heavy-duty trucks accounted for 60 and 23% of the source for green house gas emissions, which is 83% of the overall transportation sector.

Study Results

The vast majority or 80% of the businesses surveyed for the study said sustainability and environmental goals was a top motivation for going electric. Air quality and traffic congestion were the top two issues which concerned respondents coming in at 58 and 53% respectively.

Additional motivators for 64% of the respondents included saving on fuel and maintenance costs, as electric vehicles have less maintenance than traditional internal combustion engine vehicles.

When it comes to the challenges, 55% of businesses said the initial purchase is the biggest barrier. This was followed by the infrastructure needed to keep the vehicles charged and running.

Forty-four percent indicated there was inadequate on-site charging infrastructure, while 92% echoed the same problem by stating their facility is not very well equipped for commercial charging.

The willingness of companies to become more sustainable is highlighted by the fact 70% are collaborating with suppliers to address these challenges.

Fleet Electrification: Fleet Owners Want to Go Green but Access to Technology Gets in the Way

Overcoming the Challenges

According to industry experts, the key is to start small. Fleet operators don’t have to replace all of their vehicles with electric or alternative energy sources at once.

In order to mitigate the initial purchase price, the report suggests companies can start by leasing electric vehicles. Operators also have to take into consideration vehicle use, distribution of the fleet, cost of electricity, and access to charging infrastructure.

For small operators in urban areas, electric vehicles can do well because the vehicles don’t have to be large and charging stations are readily available. The goal is to make incremental changes as the price of the technology becomes affordable and the infrastructure is available in more locations.

You can download the full report here (PDF)

Image: UPS & EPA

This article, "Report Says Business Fleet Owners Want to Go Green – Though Challenges Remain" was first published on Small Business Trends



via Small Business Trends Business Feeds

Report Says Business Fleet Owners Want to Go Green – Though Challenges Remain

Fleet Electrification: Fleet Owners Want to Go Green but Access to Technology Gets in the Way

Fleet owners across all industries are willing to give sustainable technologies a chance, but some key barriers to making this happen remain. When it comes to electric vehicles, limited product availability, high purchase price and inadequate facility charging get in the way.

A UPS and GreenBiz report titled, “Curve Ahead: The Future of Fleet Electrification” looks at the motivations and barriers industry leaders face in adopting electric vehicles as part of their fleet.

While the study looks at enterprises with large fleets, the same challenges also await small businesses. This is especially true when it comes to the high purchase price of electric vehicles.

Scott Phillippi, UPS senior director of automotive maintenance and engineering, explains, “The challenges of cost and infrastructure requirements can be daunting, but we’ve begun to see solutions emerge.”

Phillippi adds, “The business case, combined with growing preference for EVs from cities and national governments, will help us to reach a tipping point to large-scale EV fleet adoption.”

Bottom line: Fleet owners are willing to make the investment to lower greenhouse gases, save money and meet future environmental standards.

Greenhouse Gases

According to the United States Environmental Protection Agency (EPA), transportation is the largest sources of greenhouse gas emissions from human activities in the United States.

Fleet Electrification: Fleet Owners Want to Go Green but Access to Technology Gets in the Way

Fleet Electrification: Fleet Owners Want to Go Green but Access to Technology Gets in the Way

Transportation accounted for 28.5% of greenhouse gas emissions in 2016, with electricity production coming in second at 28.4%. A further breakdown of the data reveals light-duty vehicles and medium and heavy-duty trucks accounted for 60 and 23% of the source for green house gas emissions, which is 83% of the overall transportation sector.

Study Results

The vast majority or 80% of the businesses surveyed for the study said sustainability and environmental goals was a top motivation for going electric. Air quality and traffic congestion were the top two issues which concerned respondents coming in at 58 and 53% respectively.

Additional motivators for 64% of the respondents included saving on fuel and maintenance costs, as electric vehicles have less maintenance than traditional internal combustion engine vehicles.

When it comes to the challenges, 55% of businesses said the initial purchase is the biggest barrier. This was followed by the infrastructure needed to keep the vehicles charged and running.

Forty-four percent indicated there was inadequate on-site charging infrastructure, while 92% echoed the same problem by stating their facility is not very well equipped for commercial charging.

The willingness of companies to become more sustainable is highlighted by the fact 70% are collaborating with suppliers to address these challenges.

Fleet Electrification: Fleet Owners Want to Go Green but Access to Technology Gets in the Way

Overcoming the Challenges

According to industry experts, the key is to start small. Fleet operators don’t have to replace all of their vehicles with electric or alternative energy sources at once.

In order to mitigate the initial purchase price, the report suggests companies can start by leasing electric vehicles. Operators also have to take into consideration vehicle use, distribution of the fleet, cost of electricity, and access to charging infrastructure.

For small operators in urban areas, electric vehicles can do well because the vehicles don’t have to be large and charging stations are readily available. The goal is to make incremental changes as the price of the technology becomes affordable and the infrastructure is available in more locations.

You can download the full report here (PDF)

Image: UPS & EPA

This article, "Report Says Business Fleet Owners Want to Go Green – Though Challenges Remain" was first published on Small Business Trends



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73% Say They’ve Made Purchases as a Result of Viewing Marketing Content, Survey Says

2018 Content Marketing Statistics: 73% of Consumers Have Purchased Something After Viewing Marketing Content

Content marketing remains important for small businesses, a Clutch survey says. But that’s only when the content is useful and valuable.

2018 Content Marketing Statistics

According to the survey, 73% of respondents say they’ve made purchases as a result of viewing marketing content. Another 70% say they consider content marketing useful and valuable, which pushes them to further research the company and perhaps make a purchase.

For small business owners with a digital presence, the Clutch survey underscores why they should continue to focus on creating quality content their audience can find value in. Because the Clutch survey says they are more likely to purchase their products and services if they do.

The value of great content is further outlined in explained by Kane Jamison, founder of Content Harmony, a Seattle-based content marketing agency.

Jamison explains, “Not many people are going out on a daily basis and looking for something to buy. They’re looking to fix a problem. The importance of content marketing is making the right consumers aware of your brand so that when the intent is there, when they do have a problem that your solution can fix, you’ve given them enough value where they think of your brand first.”

Clutch carried out its survey with the participation of 384 employees made up of 85% full-time and 15% part-time workers. They were tasked with identifying the connection between the value they experience from content marketing and their actions as consumers after reading business-related content online over a one week period.

Goal of the Survey and Report

Grayson Kemper, Senior Content Developer and Marketer at Clutch says businesses can use the report to learn three approaches to producing content consumers will find value in to develop their intent and eventually make a purchase from your company.

The Three Approaches

Having the best content on your site will impact three factors which define the buying journey a consumer goes through. Clutch says these factors are value, intent, and action.

Produce content that directly addresses customer issues and preferences. This means know your audience/customers.

2018 Content Marketing Statistics: 73% of Consumers Have Purchased Something After Viewing Marketing Content

Demonstrate your expertise by answering your “core question.” Clearly identify what your expertise is and answer questions as an authority on the subject matter. Clutch says to choose one “core question” and create a content strategy supporting the topic.

Optimize your content to rank in search engines. Clutch recommends investing in SEO services so your business can compete for the top results for relevant search terms and queries.  A whopping 87% say they find business content through search engines.

Key Findings

Overall, the survey finds content marketing can influence the behavior of consumers if it is done well and it delivers value.

Sixty-seven percent of the respondents said as much by indicating it is both useful and valuable. More than half or 55% also said they go on to research a company after they have consumed content marketing.

This is followed by 86% who said they have at one point made a purchase because of content marketing.

There is also a group, 33%, who believe content marketing is biased and unreliable. And it should not come as a surprise they are less likely to take action after they consume the content. Almost half or 49% will not research the benefits of a product or service from a brand nor revisit its site.

With 86% stating they confident in their ability to identify business content as content marketing, the key is not to insult the intelligence of your audience with pushy content.

According to Clutch, this means you have to be transparent, accurate and unique. Today’s audiences are more sophisticated, so take that into account when you post any type of content.

You can read the full Clutch report here.

Image: Clutch

This article, "73% Say They’ve Made Purchases as a Result of Viewing Marketing Content, Survey Says" was first published on Small Business Trends



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