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

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Auditing customer reviews for organic traffic growth without losing speed or attracting penalties

User-generated content on product or service pages can be key to driving conversions and a fantastic way to add unique content to a page.  
If you don’t have the resources to write good content yourself, user-generated content can be especially helpful. However, if your customer review content isn’t optimized for search engines, it can work against you and delay or obstruct your marketing efforts instead of driving more business.
Below are four common issues (and a bonus) I have come across when auditing retailer product pages and the workarounds I’ve used for each.  
1. Page speed
This is a much-discussed subject, and as of late, it is a mobile search ranking factor coming July 2018. It is key to sync with your web developers on the optimal page load speed, as images, related products and content will impact load times for this critical part of the purchase funnel.
Customer review content is best when optimized for both Hypertext Markup Language (HTML)

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Enterprise SEO and cross-channel performance: Activation and integration

In 2018, more and more enterprise brands are beginning to build their marketing technology stacks.
In parallel, over the last year, we have witnessed the convergence of content and search engine optimization (SEO).
Intelligent marketers are utilizing these trends and building integrated marketing frameworks to provide marketing benefits far beyond the organic channel. Early adopters of these smart SEO and content frameworks are successfully implementing optimized content in paid search, email and social media campaigns and utilizing SEO insights to drive cross-channel performance.
Many enterprise brands still struggle to make their regular content highly visible in organic listings on search engine results pages (SERPs). The core challenge of marketers today is something I like to call “content congestion” — the deluge of articles, blog posts, social posts, emails, videos, glossaries and other types of content vying for customers’ attention online.
Building intelligent and smart content frameworks provides something akin to a fast lane: It packs SEO and mobile-friendliness best practices into

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Google’s new #SmallThanks Hub automatically creates digital & printed marketing assets for SMBs

In a move to help SMBs — as well as drive up its verified business listings — Google has launched #SmallThanks Hub, an online resource that creates customized digital marketing content and printed materials based on Google reviews.
“Simply search for your business name on the site, and we’ll automatically create posters, social media posts, window clings, stickers and more — based on the reviews and local love from your customers on Google,” writes Google’s vice president of marketing for Ads & Americas, Lisa Gevelber, on The Keyword blog.
Google says its #SmallThanks Hub, which is rolling out in the US today, is available to any verified Google listing with an address.
“Reviews from your fans are like digital thank you notes, and they’re one of the first things people notice about your business in search results,” writes Gevelber in the announcement. Google shared the following image to highlight how it is repurposing Google reviews into social media posts and

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Google rolls out previously announced ‘Landing Pages’ mobile assessment tool

Bad landing pages, especially on mobile devices, can kill conversions. There are high bounce rates if users can’t find desired information or the user experience is too cumbersome or slow.
To help advertisers improve mobile performance, Google announced a new Landing Pages tool at Google Marketing Next earlier this year. It’s designed to help marketers assess the mobile-friendliness of various URLs on their sites (as opposed to their entire sites). It is being rolled out in the next few weeks as a tab in the new AdWords experience.
As the graphic below illustrates, Landing Pages will identify site URLs that drive the most clicks/engagement. The tool also reports the Mobile-Friendly Click Rate (MFCR), which is the percentage of mobile clicks coming from smartphones that land on a mobile-friendly page.

These reports will enable marketers to identify and prioritize which URLs need to be fixed. For example, if a page is driving a lot of clicks on the desktop but is

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