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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Boasting over 400 million users worldwide, Instagram is a highly influential social media platform. With a range of active users who engage with images and videos, Instagram provides an opportunity for your brand to reach new audiences. But how can you utilise this platform to the best of your ability to build an audience and make sure they are engaged? And why should you do it in the first place? The impact of the algorithm change A great point of…

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Humans have always relied on using as much information as possible before making a decision. However, in the past couple of decades the internet has dramatically changed the volume of information available; dealing with 2.5 quintillion bytes of data produced every day is an overwhelming workload for the human brain. Gaining useful insights from complex datasets is a far from trivial task. While current website tracking methods generate a vast amount of invaluable user behaviour information, in many cases those…

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Users are the key to any service. It is users who purchase products, interact with brands and return to use the service again. By considering how users interact with and experience a journey, we can identify gaps in our services and find opportunities to add value to a user’s experience. User journey maps are a fast and interactive way to get teams on-board and understanding how users see a process. They are not feature or provider-specific, and so allow for…

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Apple recently announced that its News app, which replaced its Newsstand service and up to now has only been open to large publishers and titles like The Guardian or Vanity Fair, is to increase access to smaller publishers and even individual bloggers. It is thought that this is a bid to rival Google and Facebook’s equivalent news publishing services, though Apple estimates that 40 million people use the service already. This is great news for businesses and brands who want…

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A picture paints a thousand words. This classic cliché perhaps understates the importance and power of images on the web. Other than video – and in the future, virtual reality –  there is no better way to represent the real world within cyberspace. Google has recognised this with a new image management tool called Google Save. It extends the scope of image search, and provides a powerful way to collate the pictures you love. As a publisher, you should recognise…

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Anyone that’s worked in marketing for more than about a week will be familiar with the notion of a configurator. They come with many names and in many guises, but the configurator tool is a must-have for any business selling a product or service with multiple extra options. The configurator’s job is to ask a series of questions to help a user narrow the potential choices down and predetermine their requirements before talking to a sales person or checking out.…

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