Tuesday, 31 January 2017

Content Writer Vs Copywriter: What’s the Difference?

It's no secret that outstanding content keeps people coming back to your blog or website. In fact, to rank high in the search engines, it’s crucial that you keep your web pages updated with fresh, quality content. A high quality site attracts traffic and converts them into customers. However, not everyone is a writer and writers too differ in several aspects.

Content writer and copy writer are two terms that are sometimes used interchangeably. However, they do completely different things. While copywriting is more about persuading someone to buy something, content writing is just writing something and is more journalistic in nature. Read on to know more.

What does a content writer do?
Content writers create search engine optimized content. They produce blog posts, articles, magazine features, newspaper pieces, white papers, and all other types of long-form content. The elaborate pieces contain intricate details and perform better when shared online.
A content writer could produce several articles or blog posts before even mentioning the product. The goal is not to facilitate a sale, but to keep readers engaged long enough so that they are inspired to share it with their contacts, stay in touch with the brand, and eventually buy its product or service.

What does a copywriter do?
A copywriter too uses the written word, but they specialize in short-form copy such as headlines, press ads, and strap lines. For a copywriter, brevity is crucial.
The increasing importance of content has significantly changed the way marketers do their jobs, especially copywriters. While in the yesteryear, copywriting was limited to advertising, the internet has today changed the scope of what copywriters can write for. The list includes, among many other things: online and offline ads, slogans and taglines, email campaigns, advertising and promotional scripts, video scripts, billboards, brochures, sales letters, jingle lyrics, and social media.

Content writer Vs Copy writer
The biggest difference between the two lies in the purpose of writing. From a marketing perspective, the end goal of content writing is to explain a topic. There are no alternate motives involved. Copy writing on the other hand is modifying the content in a way as to persuade someone to buy a service or a product.

As per as the type of writing is concerned, a copywriter usually writes marketing material, but a content writer develops content. A content writer is concerned with facts, research, and substance that help to educate, inform, and create trust around your brand. A copywriter on the other hand provides the spark that attracts the attention of the reader. He/she crafts headlines and subheads that will keep people reading. While a copywriter can still give out useful information, the message will be tweaked in such a way as to generate a sale.

Brands of all kinds require both content writing and copy writing to stay fresh and relevant online. Knowing the difference between the two can help create appropriate content as per the requirements of a business. 

Sunday, 29 January 2017

10 ways to use URL profiler

URL profiler can be one of the best SEO tools used for link classification, content audits, and competitive analysis. It pulls out some interesting data for multiple URLs from other equally powerful SEO tools like MOZ and Majestic - to show it all to you in a single place, saving lots of time and efforts. Now, the only thing you need to do is be able to structure and analyze this data for your competitive advantage. It comes with a 14-day free trial too; so you have to give it a look (Warning: If you are serious about SEO, you will be hooked to it!) Here are 10 ways to use URL profiler to save time and get some amazing link data:

  1. Connect multiple SEO tool APIs
Let’s say you have around 27 competitor URLs to analyze. If you want to do it using both MOZ and majestic, you will have to go to the tools individually and analyze the URLs separately. With URL profiler, all you will need to do is connect your MOZ and Majestic APIs and all URLs will be analyzed together. Not only these, but you can also connect AHRF to it too.

  1. Get site contact info
When you are emailing a company with a business proposal, reaching the right person instead of a contact@id can make a huge difference. Use the URL profiler to add the links for the Team page while using the email addresses and social accounts. If the email is anywhere on the site, the tool will be able to scrape it for you.

  1. Duplicate content check
You can check for both internal and external duplicate content using the tool. The external duplicate content check is done with the copy scape API, while the internal duplicate content check is done by adding all your URLs into the tool and running a check.

  1. Use it for keyword research
URLprofiler has a number of functionalities that aid in keyword research. You can use it to extract the most popular keywords in a page to understand the context. You can tag it with Google Analytics to get the keyword search volume for the provided keywords along with the average CTR, impressions, and clicks with total ranking keywords for each URL. You can even know the top 10 keyword queries and click metrics for each URL.

  1. Collate social account details
Input a bunch of URLs into the tool and get back info on their social accounts. You can add your entire client list to get back a cool list with whom you can now engage on social media.

  1. Competitor popularity check
Collect data from Alexa and SEMRush simultaneously to know organic and paid traffic of your competitors.

  1. Pagespeed performance checks
Find out your overall score and also individual pages that have a poor score and are pulling your performance down.

  1. Review your internal linking strategy
Internal linking is an important SEO factor to pass on your link juice. Use the URL level Majestic option to identify pages that need better internal linking.

  1. Mobile website test
Get to know mobile responsive issues that may not be caught easily with regular views and tests.

  1. Domain prospecting

When thinking of buying a new domain, it is always best to know the domain's history. From WHOIS emails to Wayback Machine, get all the info you need in one place

Thursday, 26 January 2017

7 Signs You Should Invest More In Social Media

It’s no longer a question if a business should be in social media. What every business owner is now concerned with is how much time to spend in social media and how best to get the maximum out of it. Here are some signs that you should invest more on social media.

You feel social media offers no value - When done ineffectively, social media may not produce much of an ROI for you, but when done well, it can provide solid returns. Several studies point to how businesses reaped great dividends from leveraging social media platforms. Therefore, if you feel that your current social media efforts are not garnering enough response, it is time to revise, invest more money and time in your social presence strategy.

Your customers and clients are asking for your social profiles - If people are inquiring about your social media profiles, chances are they are interested to know more about your business. You should be where your customers want you to be and consider signing up in the various platforms.

You do business online - If you have a website and you find yourself doing sales off it, it is a wise idea to cross promote your website via social media. Make sure to include social media icons in your site so that your customers can locate you in social networks and find new ways to engage with you. This will cement the bond further and also help generate new traffic.

Your last status update was eons ago - Social media presents an excellent way to establish a rapport with your audience. It is also a reflection of who you are and how you carry out your businesses. Inactive profiles translate to a sense of mistrust and inactivity around your businesses too. So, if it has been a while since you’ve been active online, it’s time to invest more time here.

Your customers are engaged on platforms, but you are not - You should be where your customers are. Being on the same platforms as your customers and engaging with them is a great way to form a relationship and track conversations happening about your brand.

Your competitors are present in the social media platforms - If your competitors and customers, both are present on social media platforms, you should be there too. Else, your customers will only know about your competitors. Check your competitors’ sites to see how much interaction they are getting. Finally, whether they are active or not, you should definitely consider getting in the game and having a strategy in place.

When you want others to see you as an industry authority - Social media is not only about being present in the various channels. It is also about "being human," connecting with your target audience, offering your unique perspective on things, and providing useful information that will help solve their issues.

While it is not that if you are not active in the social sphere, your business will fail, it is crucial for you to be present where your competitors and most importantly, customers are actively engaged. Research your options well and find the measures you can adopt to enhance your social image. 

5 LinkedIn Advertising Tactics That Actually Work

With millions of users across the globe, LinkedIn is a flourishing social network platform for professionals. It presents a huge opportunity for B2B marketers by ensuring that business messages are received across this professional forum. The main concept behind LinkedIn’s advertising platform is very the convenience of creating text, video, and image ads, which are displayed on your page or promotes your content through the news feed of your target audience. If you are looking to tap LinkedIn’s advertising potential, here are some important tips to help you.

Create eye-catching ads
LinkedIn ads are just 25 characters for the headline and 75 characters for the description. You need to write compelling content within these limits to draw the attention of your target audience. For PPC ads, insert a picture that is in sync with what you are providing to your visitors.
The network allows you to direct your audience through a link to your LinkedIn page or your own site. Wherever you send your readers, make sure to include a direct call to action.

Narrow down your audience
While spreading word about your venture, direct your ads to the most relevant prospects. Some targeting options include industry, job function, and professional groups.
As per statistics, the more specific your ads and targeting are, the better is your ad’s performance. You can use Google Analytics to check the efficacy of your targeting.

Campaign variations
LinkedIn recommends marketers to create a minimum of three ads for every campaign; each carrying varying images and content. The network next displays the ads to your target audience. As you start receiving clicks, the top ads are shown more frequently so that it gets even more clicks.
LinkedIn allows you to change the settings so that it can show your ads at a more even pace. You can continue to run the ads that are successful and remove the ads that do not get much clicks.

Budget and bid strategically
Your daily budget in LinkedIn campaigns is the maximum amount you are ready to spend on a day. The site shows ads at different times of the day and charges accordingly. When you have exhausted your daily budget, the ads stop showing. If you are not receiving as many clicks and impressions as you would want, it can help to increase your daily budget.
About bidding, when a prospect visits a page on the site, there is an "auction" between the ad that you have placed and other advertisers. LinkedIn offers a bid range - the higher you bid, the more you are likely to "win the auction", which in turn can lead to more clicks and impressions for you.

Track the performance of your ads
As with any marketing initiative, you would want to check the effectiveness of your campaigns.
When you are promoting your website or page on LinkedIn, CTR (Click Through Rate) is a good way to monitor the progress. Good ads have a CTR, which is more than 0.025%. If this reduces, you might want to consider revamping your ads and narrowing down your target audience. If on the other hand, you have a good CTR, but the lead conversion is low, you might need to work on your landing page.

LinkedIn advertising can be extremely powerful if you follow the right approach. Follow these above-mentioned tactics to achieve your marketing goals.

Tuesday, 24 January 2017

5 key factors for successful content

Content is what every user is looking for online - in some form or other. Whether it is articles, blogs, videos, wikis, or social media, the more content you have, the bigger will be your slice of Google pie. When you have more content than your competitors for a given keyword, Google will send its traffic to you to give the best experience to the user.
That content is king is probably one of the single most important concepts that marketers need to understand well and adopt in their quest to comprehend how the search engines work. The content you present to your readers on your web pages can be your most effective tool to build a rapport with present and potential customers. Here are some important factors for successful content.

Quality - Forget the uninspired press release and the hard sell. Audiences have wised up, so offer them great content that they can engage with. High quality content is one of the crucial determinants in your search engine rankings as well.

Eye-catching titles - Determine your target audience and find out what your competitors are producing. This will enable you to create content that draws the attention of the right people. Make sure your titles are as interesting as possible. Optimize it by using relevant keywords and phrases.

Useful content - If your content is of no value to your customers, it is no use. Put yourself in the shoes of your audience and find out what are they looking for. This will help you create targeted content. Also, content that appeals to the end user has a better chance of being shared online and getting quality links as well.

Some examples of useful content are:

         Interactive content such as surveys, polls, quizzes and questionnaires
         List format posts
         User guide
Research well before you begin so that you know what will strike the right chord with your audience.

Creativity - Aspire to educate and entertain your audience through creative and inspiring content, instead of just making it a sales pitch. Skip the tried-and-tested methods and look for new and interesting approaches to your subject.

Frequency - With over 3 billion online users, it has never been more important to stay active online. Increased presence in the World Wide Web can not only help create brand awareness and improve traffic, but also help to improve your rankings and lead conversions.

So, how frequently should you post on social media? Here are some best practices:

  •          Facebook – 2 times a day
  •          Twitter – 3 times per day
  •          YouTube – 1 time per week
  •          Instagram – 2 times per day
  •          LinkedIn – 1 per day
  •          Google+  – 3 times per day
  •          Pinterest – 5 times per day
  •          Blog – 4-5 times per week
  •         Snapchat – 1-5 times per day

Experts say it is all about maintaining the right balance. You post too little and you end up going unnoticed; you overdo it and it becomes spammy.

There are several rules of content creation, but if you follow these basic principles, the popularity of your site in the search engines will continue to grow. More traffic only adds to your bottom line, and that ultimately is what every business aspires to achieve.

Monday, 23 January 2017

5 best Twitter metrics to access performance

Like any social platform, Twitter too provides tons of data to a marketer. There are three important things to remember – knowing which tools to use to mine your data, understand which data matters the most to you, and how to analyze and draw actionable conclusions. Twitter's own dashboard is the best place to see everything there is (You can access it by going to analytics.twitter.com).If you want a better-segmented view of the data, you can go for paid tools like Buffer for business or Sprout Social that can dissect the data and give you a smaller section of analytics to deal with. No matter what you choose, the basic rules of the game remain the same – social needs to translate to better visibility, tangible engagement, warm leads, and ultimately money in the bank. Here is how you can measure your twitter success

  1. Engagement rate: Engagement shows that when you throw a tweet at the universe, it is not lost in a virtual abyss. Instead, someone listens and responds. The ways to engage in twitter are many and each has its own importance. For example, a like may mean a positive sentiment towards the tweet, a re-tweet will mean that someone is endorsing your view, and a reply will mean someone wants to directly respond to it. The engagement rate is defined as the number of engagements divided by the number of impressions. To get this data, you can export it out of twitter into an excel or Google spreadsheet and dice it out month-on-month to see how your engagement rate is moving.
  2. Tweet length v/s engagement: This statistic is useful when you want to get better at how you tweet over time. Two things to keep in mind - this one is not a readily available metric and you will have a sizable number of tweets over a few months to get conclusive data. Use the engagement rate spreadsheet and add a column to calculate the length of your tweets. You can use the =len(column-name) formula to do this [For example =len(A2)]. Add another column and use the formula to get the word count for each tweet including the shortened url.

=IF(LEN(TRIM(C2))=0,0,LEN(TRIM(C2))-LEN(SUBSTITUTE(C2,” “,””))+1) 

Compare your tweet length and engagement rate to see if you can find your magical number.

  1. Your biggest influencers: Some tweets gain a viral effect because one person may have re-tweeted it to thousands of his followers. To find out who these are, use the buffer tool to see which tweets have had the highest potential reach and who the people who re-tweeted them are. Make a physical list of these influencer's to thank them personally for the re-tweet and to engage with them for future conversations.
  2. Best time to tweet: While it’s good to use a scheduling tool like Buffer to be sure you are seen round the clock, it always helps to share a couple of extra tweets when your followers are online. There are tools like Follower wonk and Tweriod which can pull out the numbers for you
  3. Your follower's interests: While the first glance will not show much, this statistic can be useful in knowing what your followers are reading and enjoying. Tailoring some content to these interest areas and then connecting them with your product can be an interesting way to re-purpose old content.

What statistics do you measure and how has it helped you improve your Twitter strategy?

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