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Kathleen Garvin

Food for Thought Friday: Content, Jargon & AdWords

Kathleen Garvin

This week, we're highlighting articles on content marketing (and why it will never go out of style), a case study on how cutting down industry jargon literally paid off and AdWords competition.

Check out the three posts we highlighted. Let us know what you think in the comments! 

Why Content Marketing Will Never Go Out of Style by Julia McCoy, October 23, Search Engine Journal

Marketing has progressed a lot in the past decade: from TV, radio, newspaper, and billboard advertising to SEOs, pop-up ads, and banner ads. The public has moved on from traditional advertising. We can skip over commercials with DVR or avoid them entirely with online shows. Radio commercials can now be bypassed with an iPod or satellite radio. Programs like AdBlocker negate pop-ups, and newspaper readership is slowly declining every year.

So how do you market today, when everyone can easily choose to ignore you? Content marketing.

Why it Pay$ to Cut the Jargon: A Content Marketing Success Story by Katherine Griwert, October 22, Brafton

Traffic is the first indicator of influ​e​nce, but a real thought leader wins business on merit. So which pieces proved most valuable to the law firm’s bottom line? Using Google Analytics to trace reverse goal pathways for people who requested “free lawyer reviews​,​” the writers’ pieces took a strong lead.

In a single month, the writers’ blogs had a 550 percent higher conversion influence than the jargon-heavy pieces. While several converting visitors had read both sections of the blog, there were far and away more new web leads who read (only) the writers’ posts on their path to form completion.

AdWords Competition: 4 Tools to Help You Beat Competitors by Helen Edwards, October 23, WordStream

To be successful in any type of advertising, whether it be digital, radio, or out-of-home, you must keep tabs on your competitors and their tactics. If they are advertising on the subway, chances are you should be too. Likewise, if they are targeting a specific keyword in PPC, so should you.

There are a lot of free benchmarks for data available to all AdWords users. Here are four of my favorite tools for analyzing your AdWords competition.

Kathleen Garvin is an online editor and analytics wrangler for The Penny Hoarder, the largest personal finance blog. She's also a contributing writer for I Want Her Job and started a beginner-friendly digital marketing blog, The Maroon House. Kathleen is the former blog editor at SEMrush.

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