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To get a truly competitive edge as a digital marketer or advertiser, it's important to understand and use the concept of share of voice. Share of voice is about how much of the pie you're getting; what percentage of the digital space is yours?
Even if you've heard the term before, you may have only heard it as applied to a traditional model. In a digital environment, there are multiple competitors and marketing channels to consider.
A study done by Millward Brown found that brands that increase their digital SOV are more likely to increase their market share over time. In this study, Millward Brown looked at over 4,000 brands from 28 countries in 56 different categories.
For each brand, they measured the brand's overall share of voice (both digital and traditional) and digital share of voice. They computed the changes in the SOV scores from 2009 to 2010 and compared them with the changes in the brands' Consumer Value scores during the same time period. (Consumer Value is an estimate of market share that is highly predictive of actual share.)
They found that the correlations—r=0.29 for overall share of voice with CV and r=0.22 for digital share of voice with CV — were statistically significant. Clearly, digital share of voice has a significant relationship with market share growth.
Businesses who measure their success and their share of voice tend to profit quite a bit more and do better overall than those that don't.
American company New Belgium Brewing Company makes it a point to measure their share of voice, and that of their competitors, and then to use this information to their advantage.
In 2013, the company found that its Facebook fans were bringing in $50.7 million annually, a great return on investment since they had spent just over a quarter of a million on social media as a whole.
These figures again drive the point that the digital marketing world is considerably more convoluted than that of traditional marketing, so it's important that you make share of voice a part of your strategy.
BrightEdge has a great tool for measuring share of voice that will help you not only measure your share of voice, but will help you discover share of voice of your competitors.
You'll be able to find new competitors, perform detailed competitive analysis, find competitive benchmarks, discover trend predictions, and find other helpful metrics.
When using BrightEdge's share of voice you'll find how much of the digital pie is yours, and you'll know where to invest your time and money to get the most ROI on your marketing efforts.
Maybe you find, that as a result of your marketing efforts, that mention of your company on Twitter goes from 100 to 200 mentions per day. This may seem like a win, but what if mentions of your competitors are closer to 1,000 per day? You would be missing out on a large slice of the pie, and you might not know unless you look into share of voice.
There are so many different avenues in which to market online, which means there are a lot of different channels to spend money on.
Before spending a massive budget on different marketing channels, it's best to know what will bring you the greatest ROI. Really understanding your share of voice will help you make better decisions and come out ahead of the competition.
Digital marketing has come a long way in making the craft more measurable, but there is still a lot of room for things to slip through the cracks.
The BrightEdge platform allows you to measure the right metrics to see how well your content and organic search is performing . The massive data repository in DataCube allows business leaders to analyze marketing data to more informed decisions based on maximizing return on spend and increasing revenue from all your digital marketing efforts.
By now most marketers know that content marketing is a huge key to SEO and marketing success, but not everyone gets everything they can out of their content. A good piece of content can go far, but a good piece of optimized content will always go further. This is because optimized content will help content get shared more, linked more, ranked higher, and will indirectly bring more traffic. For these reasons it's beneficial to talk about how optimizing content and using tools like long-tailed keyword research, internal linking and open graph markup is key to making your content really work for you.
First we'll talk about keyword research—not so much how to do it, but why. Marketers know that keyword research is helpful for PPC and SEO efforts, but why stop there? Ranking for the right keywords is integral to the success of your site, partly by not only getting visitors to your site, but by getting the right kind of visitors. Digital marketers can and should apply their keyword research toward content marketing. A lot of the time, marketers spend a lot of time dreaming up the perfect piece of content and then try to incorporate keywords.
To be more effective and use your content to its potential, this strategizing should really be done the other way around. Research long-tailed keywords first and incorporate them from the beginning of the process so that your content is shaped around the keywords you need to use. Deciding on which long-tailed keywords to use before producing the content helps to ensure that the content gets seen by the right audience. Doing keyword research early on also lets you know where to internally link the copy of the content.
Internal linking is not only beneficial because it helps Google figure out your website, but it helps users discover more content on your site. Users will find what initially brought them to the site but also other related content. As your content gets more and more interactions and earned links, it will build up authority for the keywords you initially researched. But to get even more benefits out of your content—and to pass authority on to other pages on your site—make sure to internally link to other pieces of content. If you have the ability to take your piece of content and do internal linking to your landing pages or to other blog posts (and do it naturally), take advantage of that. Use caution when doing this, though, and keep the user in mind; if an internal link is or even just looks unnatural, it may hurt rather than help in the long run.
Ultimately, responsible internal linking is helpful for building the structure of your site and for spreading link juice, but it is also helpful in increasing rankings and making your content more easily discovered. However, to get your initial piece of content seen by more people (and those more qualified), it needs to be optimized. This is where open graph markup comes into play.
Open graph markup is the part of code found in the HTML <head> tag that tells social media what pieces to pull out onto the webpage when shared. It's likely that you've seen, for example, an infographic on Facebook or other social media platform that pulls the entire infographic rather than just the title section. And you've probably also seen the opposite: a link is shared and it automatically shares just a specific piece of the infographic. Open graph markup is what causes this difference. Of course, adding open graph tags to your website won't directly affect your on-page SEO.
These tags are mostly useful to increase performance of your links on social media, including increasing social shares and interactions. And again, it's true that social media doesn't have a huge direct influence on SEO, but the more times a post on social media is shared, the more likely it is that it will be seen by the right person—the person that will convert. Using open graph markup is the key to getting your content shared and even linked to other influencers. This is what will have lasting impacts on the SEO of your site. It's fairly transparent how these three tools for better content optimization work together to help and support the others, and all contribute to SEO. By effectively optimizing content from the ideation through the publishing of the content, you will earn more links, rank higher for the keywords you want and earn more and higher quality traffic, thereby effectively contributing to your site's overall SEO.
everal years ago, "content is king" became the battle cry of marketers everywhere. Content marketing has come a long way since then, shifting from the occasional on-the-side blog post and social media update to a central tenet of any brand's marketing playbook.
"Content is an integral part of marketing strategies all around," said Matthew Grant, director of content strategy for digital creative and marketing staffing firm Aquent. "[It is becoming] more and more difficult to distinguish content marketing from any other kind of marketing."
With the lines between marketing strategies continually blurring, what does the future of content marketing hold? Experts weighed in on the five biggest upcoming trends for this critical marketing strategy.
Are we in a tech bubble? Is Snowden a hero? And what’s the hottest status symbol? In The Atlantic’s first Silicon Valley Insiders Poll, a panel of 50 executives, innovators, and thinkers answer these questions and more.
As the holiday season approaches, online travel agencies (OTAs) are under enormous pressure to maximize reach and conversions among a massive online consumer base. Travel industry news, meanwhile, is inundated with tips and emerging trends to maximize performance—but not all of this advice is worth taking.
With content, as with most digital strategy, the best approach is to follow the numbers. According to the BrightEdge Industry SERP Report, a key differentiator for those businesses will be figuring out how to use content to respond directly to consumer demands.
BrightEdge says critical guidance in content decisions can be found through the BrightEdge Data Cube Time Machine. The company has developed this predictive technology to offer guidance relevant to Q4 2014, which will help to identify the best areas for travel brands to focus on when making a push for holiday sales.
When it comes to offering consumer savings opportunities, travel sites like Expedia and Tripadvisor have mastered the right content, whereas airlines and hotels haven’t performed as well historically in this category, according to new data by BrightEdge. In fact, nine of the top ten players are OTAs - only Hilton made it into the list.
We’re at the outset of Q4, which means that the holidays are fast approaching. Travel deals, accommodations and hospitality are always in high demand this time of year, as consumers lock down holiday travel plans and make reservations. Whether you’re a travel agency, an airline or a hotel, your company needs to be prepared to capture market share in this highly competitive season. It’s not enough to create content for content’s sake; in such an oversaturated market, marketers won’t be able to move the needle without understanding where the demand lies — and what they can do to take full advantage.
By now -- thanks to Starbucks' widely favorited Pumpkin Spice Lattes and Christmas decorations already on sale -- the holidays are clearly upon us. As families buy gifts, finalize travel arrangements and plan festivities, one thing is for sure: there's never a better time than the holidays to be a marketer.
Take it from Netflix, Target and more, whose marketing efforts fueled millions of dollars in profits: the holidays are a goldmine for engaging audiences, forging new connections and driving revenue. In 2012, almost 130 million consumers shopped online to take advantage of Cyber Monday's deals and steals. In 2013 alone, 49 percent of holiday marketing campaigns were created and launched before Halloween -- and in 2012, 20 percent of marketing budgets was attributed to these holiday campaigns, proving that companies are willing to spend big to see traction during this important time of year.
With over 1,000 companies trying to sell some type of marketing technology in over 40 categories, it’s not surprising that the most common word that marketers use to describe themselves is “overwhelmed.” Indeed, according to my research into 351 mid-market B2B companies, except for companies in software, the adoption rate of marketing technology is very low: companies in other industries are using a median of just 2 out of 9 major marketing technology programs that I identified.
This is a wasted opportunity. Many marketers have reported rapid and significant ROI from adopting these tools; but first, they had to convince higher-ups to make the up-front investment. So, in the interest of helping clear that path, I am suggesting a Marketing Technology Starter Kit: the seven programs that every company’s marketing team should have access to, at a minimum, to grow leads, opportunities, and revenue.
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