7 marketing and promotion tactics to get your content discovered

It’s no secret a well-executed content marketing campaign can deliver a solid return on investment.
According to Demand Metric, content marketing generates three times more leads than most outbound marketing strategies at 62 percent less cost.

As marketers pad their budgets with more money to invest in content marketing this year, one strategy that often gets overlooked is content promotion.
According to a survey by the Content Marketing Institute, 55 percent of B2B marketers were not even sure what a successful content marketing campaign looked like!

Content without promotion is like link building without links or creating a landing page without a call to action. That’s why promotion should take equal focus with creation.
Let’s look at seven tried-and-true content promotion strategies that will drive traffic to your content and website.
1. Paid social promotion
Paid social promotion can be one of the most precise strategies available to market your content to people who are interested in and most likely to engage with your

Search Engine Land Source

European press agencies push for licensing fees for their content from Google, Facebook

Google has faced off several times against European news publishers and governments in Germany and Spain, seeking to get the company to pay copyright fees for the indexing of news content. Google has largely prevailed in these instances. However, that hasn’t deterred publishers from continuing to make the case that the US internet giants should pay for their content.
A new consortium of nine European press agencies is now arguing that Google and Facebook make money from news content and pay little or nothing for it. They also assert that news organizations — “a pillar of democracy” — are financially vulnerable, while Facebook’s and Google’s profits are soaring.
Google (and presumably Facebook) take the position that inclusion and exposure of publisher content drive online traffic and therefore is a benefit rather than a detriment. Indeed, when German publishers had their snippets and thumbnails removed from Google in the wake of a dispute over a 2013 “Ancillary Copyright” Law, they

Search Engine Land Source

Augmented Reality: Where are we now, and what does it mean for marketers?

Summer 2016 seems like a lifetime ago, doesn’t it? Barack Obama was president, the Chicago Cubs were carrying on their 108-year losing streak and swimmer Ryan Lochte was busy fabricating a story about getting robbed at gunpoint while representing the US at the Rio Olympic Games.
One of the biggest digital stories to come out of last year was the meteoric rise of Pokémon Go. The mobile game brought augmented reality (AR) to the masses and effectively demonstrated the technology’s potential as a new platform for customer engagement.
Pokémon Go disappeared from the limelight almost as quickly as it appeared, solidifying its place as a pop culture curiosity that will almost certainly be covered in an “I Love the ’80s”-esque retrospective 20 years from now.
Pokémon Go’s story may be over for most, but what about its underlying technology? How has that fared over the past 12 months?
Well, augmented reality isn’t just for gamers anymore. It can be a major asset for

Search Engine Land Source

Facebook expands Marketplace categories and content in new push for growth

Facebook launched its classifieds site Marketplace in October of last year. Now the company is rolling it out to more countries and adding new categories and content from (local) business owners.
Considered by some as a “Craigslist clone” or potentially a “Craigslist killer,” the social site originally positioned Marketplace as a peer-to-peer selling platform, responding to the organic creation of specialized buy-and-sell groups on the site. Now it’s expanding participation to businesses and introducing content from a range of listings and data aggregators. 
Last week, TechCrunch discovered that Marketplace was featuring daily deals from eBay for a selection of its US user base. It was characterized by the company as a test. (It will likely expand beyond eBay if users respond positively.)
To learn more about Facebook’s plans, I spoke with Deb Liu, who is in charge of Marketplace. She confirmed that Facebook will be expanding the scope and content available to users.
For existing categories in Marketplace (e.g., Autos, Property), Facebook is going

Search Engine Land Source

Improve your paid search & social through relationship marketing

A major shift I’ve observed taking place in both the paid search and social advertising industry is a move toward relationship marketing. Brands can no longer be available to customers only when they’re ready to convert. Advertisers must now be ready and willing to provide value to their customer’s days, weeks, or even months prior to a conversion taking place.
The key to a successful relationship marketing program is to take customers on a buying journey. An effective paid search and social program must create brand awareness, generate demand, force a buying decision, and finally inspire brand loyalty and advocacy.
This article outlines strategies for effectively leveraging paid search and social in a way that builds sustainable relationships, which ultimately drives ever-increasing amounts of revenue and profit.
Strategy #1: Be there for your customers
The first step toward building sustainable relationships is being where customers are either searching for information or consuming content.
Learn where your specific audience is consuming content, and

Search Engine Land Source

The trouble with truth

Since the election, there’s been a lot of discussion about fake news and its ability to sway masses into potentially false perceptions. Clearly, creating false perceptions in mass media is a dangerous thing, and it can sway public opinion and policy greatly.
But what about search engines and other content distributors? Even before the US election, German Chancellor Angela Merkel warned that search engine algorithms, “when they are not transparent, can lead to a distortion of our perception, they can shrink our expanse of information.” What responsibility, then, does a search engine have to produce truthful information?
Is Pluto a planet?
Getting at truth can be tough because not everything is black and white, especially in certain subjects. Take, for example, good old Pluto. Many of us grew up learning that Pluto is a planet. Then, in 2006, astronomers ruled that it was no longer a planet.
But in the last few years, Pluto’s planetary designation seems to have been in dispute. As I

Search Engine Land Source

Six Trends Shaping Location Marketing In 2016

How should businesses think about location marketing in 2016?
With more than 50 percent of all computing currently being done on mobile devices, I believe location marketing is on the cusp of exploding into something new: Becoming the foundation for all marketing.
The increasingly strategic value of location data and the strength of mobile will make local marketing more of a foundation of all of marketing. Here are six key trends shaping the local marketing landscape in 2016:
1. Location Data Will Become The Foundation For Local Marketing
For quite some time, businesses have treated location data — such as their names, addresses and phone numbers — as a passive asset that protects their brands. Keep your location data accurate, and you make it easier for searchers to find you. 
But brands are realizing that data aggregators such as Localeze and publishers such as Apple and Foursquare can be powerful partners to amplify location data across the digital world where customers live,

Search Engine Land Source

Getting Social With Search Engine Land: Our Most Engaging Stories Of 2015

Well readers, if you can even believe it, the year will be over in a mere 48-ish hours, and as it ends, 2016 will begin. It seems like just yesterday, experts were casting predictions for what 2015 would hold for the world of search. If we have learned anything over the past 12 months (and surely, we have learned a lot!), it is that time moves pretty dang fast. (Hello? 2016, already?!) But it’s not just time that moves quickly. It’s technology. And every year, its pace seems to double.
Yes, one of the most remarkable things about our industry surely is the incredible speed at which it evolves. New platforms, channels, tools and tactics emerge every single day, and it’s our job as cutting-edge professionals to stay as up to speed as possible. Daily digests like our SearchCap and Marketing Day can help keep us abreast of search, social and all-around digital marketing news as it happens, but as we enter

Search Engine Land Source

Facebook Launches Events Discovery To Help iOS Users Find Nearby Events

Facebook is working to make Facebook Events a more useful what-to-do app.
Today, the company announced an update to its iOS app that gives people in 10 major US cities the ability to browse through Facebook Events in their location. Within the new discovery feature, in the Events dashboard, people will see events sorted by categories such as music, food & drink, nightlife and sports & fitness. They will also be able to switch locations to check out events in other cities.

The catch is that the feature currently can only be seen by people using their iPhones in major cities — New York, Los Angeles, Chicago, Boston, San Francisco, Dallas, Seattle, Miami, Houston and Washington, DC. But a wider rollout and extension to Android devices is likely considering the increased emphasis Facebook has put on Events in the past few months.
Events are something of a sleeping giant for the company; in July it announced that the

Search Engine Land Source