Joshua Topolsky, the co-founder of Vox Media and until recently Digital Editor at Bloomberg, published a damning assessment of the publishing industry late last month – I’d encourage you to give it a read here. The main thrust of the piece is that what traditional media does (or did) so well – build relationships with readers – is being lost in the race for more pageviews, which are needed to get eyeballs on ad inventory and fill the giant hole…

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Just when you thought the marketing world was overflowing with jargon, another phrase is thrown into the mix. This time: micro-moments. Google’s way of referring to the need to appeal to mobile customers regularly on the hunt for new information, this isn’t, however, a buzzword to add to your avoid-list. Instead, content marketers need to be focusing on, and optimising content for, these moments and incorporating them into their strategies. In this article, we explore: What micro-moments are Why you…

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A video recently went viral of a police officer pepper spraying a group of students peacefully protesting outside a Californian university. The incident happened back in 2011. The reason it’s only just been exposed? The university paid consultants over £100k to ‘eradicate references’ to it across search results. Now, before you go thinking this is a post about how to destroy any and all evidence of bad press, it’s not; however, if this story has taught us anything, it’s that…

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Have you been longing for a longer space to compose your page titles? Well, you are in luck! With minimal fuss and fanfare, Google has increased the width of desktop search results to 600 pixels. This means about 20% more horizontal real estate than before. How does this affect your website’s SEO title tags and meta descriptions? Read on to find out. What has Google changed, and why? A couple of weeks ago, Google displayed search results on desktop in a 500 pixel wide column. Now, that same column…

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Smartphones are everywhere, and current trends show that mobile devices have now taken over desktops as the primary device for searching the web. As a result, it is now essential that advertisers are present at all stages of the buying cycle, which often initiates on a mobile device and converts on a desktop. It is because of this that cross-device targeting is likely to become the most effective form of marketing in the future, especially in the realm of dynamic…

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The notion of “similar audiences” isn’t a new one in the marketing world. Facebook have been offering lookalike audience targeting for a while. However, if this is a term you haven’t come across before, let me fill you in on exactly what it means. A lookalike or similar audience is an audience that is based on a pool of people who exhibit the same search behavioural patterns as an existing user audience that you have. These types of audiences can…

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What do bloggers and the England football team have in common? They are both afraid of penalties. Last month, Ben Gallizzi reacted to Google’s clampdown on paid links from blogger reviews. Now, the hammer has fallen. Bloggers are trying to understand what has culled their traffic. Meanwhile, brands are deciphering how – and maybe if – blog outreach should form part of their digital marketing campaigns. In this post, I will talk you through why Google has penalised so many bloggers.…

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Creating great content isn’t always easy. Like most disciplines, it requires a substantial amount of research to get the most effective output. Due to the multi-dimensional nature of content marketing, it can become confusing as to who to target, and where to start. To ensure your digital content is worthwhile from a commercial perspective, then considerations into how to make it valuable to both your audience and your business is crucial. Making it relevant and interesting to your intended audience ensures you get a high…

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