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3 Ways to Connect With Your Audience

Jim Yu

The digital world has its pros and cons. On one hand, marketers can interact with consumers en masse at any time from any location, with the hope of cultivating brand loyalty and boosting the bottom line. On the other hand, the deluge of information can be overwhelming and downright irritating for consumers -- Facebook, Instagram and Tumblr alone produce 715,856 pieces of content per minute, according to Domo. Breaking through the noise and establishing a brand voice worth listening to requires a content approach that centers on relevancy, thoughtfulness and integrity.
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Content marketers are overworked and under-performing

Tom Kaneshige May 19, 2015
Are you feeling overworked, overwhelmed, on the edge of a mental breakdown? You're probably a content marketer. Like Sisyphus forced to push a giant boulder up a steep hill, the content marketer is being told to create all kinds of content across many digital channels on a daily basis. Content runs the gamut: Tweets, email, messages, multimedia, social media, mobile, pitch decks, battle cards, ebooks, etc.

Blogging and SEO: A Relationship It Pays to Nurture

Jim Yu May 12, 2015
As of May 2015, there were approximately 47 billion Web pages indexed on Google. For businesses looking to leverage the Internet to find customers, that number can be intimidating. Digital marketing, especially for longer sales cycles, revolves around building engagement. You want to develop a relationship with your page visitors, so they come to view you as the industry authority and trust what you have to say. Search engines watch for this type of engagement. A blog is an excellent content and SEO tactic that allows websites to build their brand, traffic, and reputation. When you regularly update a blog, you have an excellent platform to produce fresh and high-value content. This will keep visitors on the page, boosting engagement and therefore ranking.

"Mobilegeddon" Proves Inconsistent for Non-Mobile-Friendly Sites

Mike O'Brien May 05, 2015
Now that it's been two weeks since "Mobilegeddon," as Google's recent algorithm update has been known around the Internet, we're taking a look at the changes. So far, the results have proven inconsistent. Surveying more than 20,000 URLs, content marketing platform BrightEdge found that by April 27 - not quite a week after the algorithm change - there was a 21 percent decrease in the number of non-mobile-friendly URLs on the first three SERPs. Compared with 17.3 percent on page one, the decrease was more pronounced on pages two and three: 20.7 and 25.2 percent, respectively.

Competition On The Content Battleground

Jim Yu May 05, 2015
We’re entering an era where content marketing is no longer just a creative tactic. It’s core to business success. Content marketing has exploded in recent years: More than 5 exabytes of content are created and 27 million pieces shared each day, making content an essential component of marketing departments everywhere. With the convergence of paid, earned, and owned media, content marketing budgets have similarly scaled: 93% of B2B marketers use content in their marketing efforts.

Digital Talent Optimization: The Development Of The Hybrid Marketer

Jim Yu May 05, 2015
For years, digital marketing disciplines have been converging — that’s not news. But what is notable is the evolution of distinct multi-channel skill sets that marketers have developed. These skills sets are composed of knowledge in groups of channels that commonly interact with one another. This evolution has led to the development of marketers with highly desirable skills sets and knowledge, and has also caused gaps in talent acquisition as well as skill sets that haven’t quite developed (most notably, analytics skills) but are still much needed. So how do you close the talent gap?

Mobilegeddon Day: 3 Ways To Take Mobile Friendliness To The Next Level

Jim Yu April 21, 2015
Today is April 21 — the day Google officially launches its mobile friendly ranking algorithm. For sites that aren’t mobile friendly, this means a likely drop in traffic from the mobile audience moving forward. For sites that are mobile friendly, this means it’s time to up the game. In this post, I’ll outline three ways site owners and marketers can continue to be competitive in the mobile landscape and take advantage of the massive mobile opportunity long after they’ve become just “mobile friendly.”

How to avoid a startup failure

Jim Yu April 20, 2015
Filling a temporary need can be successful in the short-term, but it’s not sustainable. The Leadership Insider network is an online community where the most thoughtful and influential people in business contribute answers to timely questions about careers and leadership. Today’s answer to the question “What advice would you give someone looking to start their own business?” is by Jim Yu, CEO and co-founder of BrightEdge.

Knowing Your Customers: The Art of Real-Time Personalization

Jim Yu April 14, 2015
Seventy-four percent of consumers feel increasingly frustrated when the content of a website they are visiting does not address their needs. The idea of a one-size-fits-all approach to website design and marketing has begun to come crashing down.

The Content Battleground: The Importance Of Measurement

Jim Yu April 07, 2015
Content marketing has become big in the digital marketing world, but columnist Jim Yu reminds us that without measuring its performance, our message may be falling on deaf ears. Big brands are becoming big publishers in today’s world, where the lines are blurred between marketing, storytelling and content production. While more brands are creating and sharing more content, they’re not necessarily closing the loop with an ROI-focused approach as they would with other forms of marketing.

3 Ways To Boost Content Performance And Win The Battle For Attention

Jung Suh March 27, 2015
Companies are now publishers, no longer dependent on major networks to get their stories out. But competition is fierce– more than five exabytes of content is created and 27 million pieces shared every day. So how do you win the battle for attention? An obvious answer is to create more and more content, to “outshout” the competition. But in my view, that’s fighting the wrong war. In fact, it’s taking mass media thinking from the past and shoehorning it into the digital world. Today, winning requires more than sheer fire power.