The latest ‘Econsultancy’ blog post is titled “Nine of the best examples of content marketing from 2013”. Graham Charlton says, “While there has been a slight backlash around content marketing, I think mainly due to the hype, brands in general have upped their game this year, and there are some great examples around.  i’ve asked agency and client side marketers, as well as the Econsultancy editorial team for their favourite examples of content campaigns and strategy from the past 12 months”. Nine of the best examples of content marketing from 2013 ‘Econsultancy’... [...]

The latest ‘Econsultancy’ blog post is titled “Optimising PPC landing pages for Christmas”. Christopher Ratcliff says, “During the run-up to Christmas, which companies are bidding on paid search terms for the most popular products, and which have the most effective landing pages? I took a look at paid search in my beginner’s guide what is paid search (PPC) and why do you need it? last month, and since then I’ve been a lot more attuned to this method of search engine marketing. However I’ve also realised that PPC ads are for nothing, and a complete waste... [...]

The latest ‘Econsultancy’ blog post is titled “2014: the mobile SEO timebomb”. Chris Liversidge says, “Over the last four months, Google has been ramping up its publicity of a more aggressive target for mobile site performance: sub one second page load times. Enforcement of this aspiration comes from Google’s usual source: algorithmic rewards for sites achieving this goal. You just need to look at how industry commentary has exploded around site speed issues over the last couple of years to see the impact this strategy has had”. 2014: the mobile SEO... [...]

The latest ‘Econsultancy’ blog post is titled “Why marketers need to be not just helpful, but useful”. Jason Thibeault says, “The idea of being helpful, of providing content and resources to prospective and current customers that may not have anything to do with your organization, is a new and radical concept for many marketers. “You mean you want me to publish content that doesn’t sell my product?” The idea is simple: give people want they want and eventually they consider you a trusted resource. But is being helpful enough? Is helpfulness really... [...]

The latest ‘Econsultancy’ blog post is titled “How marketers can build loyalty during a long purchase cycle”. Matthew Kates says, “A key element for loyalty programs, especially in industries like retail and restaurants, is product purchase frequency. Frequently purchased products enable members to earn more reward currency and keep the product and the program top of mind. Does that mean that products without a high rate of purchase frequency can’t implement a successful loyalty program?”. How marketers can build loyalty during a long purchase cycle ‘Econsultancy’... [...]

The latest ‘Econsultancy’ blog post is titled “Google’s Ad Rank update leads to improved performance of PPC ad extensions”. David Moth says, “A paid search algorithm update by Google has led to an improvement in the performance of PPC adverts that include an ad extension. But overall the new AdWords Ad Rank update actually caused a slight decline in ad performance. The update, which was announced back in October, altered the way that Google determines the order of paid search ads by adding in a third variable alongside the maximum bid and quality score”. Google’s... [...]

The latest ‘Econsultancy’ blog post is titled “How a PPC ad scheduling strategy drove 69% improvement in CPA”. Chris Swan says, “When taking over any PPC account, it is essential to learn from historical performance swiftly in order to make the best possible start to a campaign. In this example account there was a clear disparity between the best and worst hours / days of the week. This suggested that a more aggressive ad scheduling strategy was required to bring the account to an even keel (and to perform as efficiently as possible) over the course of the day and... [...]

The latest ‘Econsultancy’ blog post is titled “What are ‘nofollow’ tags and when should they be used in SEO?”. David Moth says, “‘Nofollow’ tags are an HTML attribute that tells search engines not to pay any attention to links that appear on a webpage. It was created in 2005 by the major search engines as a way of combatting link spam and dodgy SEO practices, though its impact in helping to win that fight is debatable. Recently I’ve had a few conversations around the use of nofollow tags so thought it would be helpful to give an overview of why they’re... [...]

The latest ‘Econsultancy’ blog post is titled “Gmail image changes: everything email marketers need to know”. Phillip Storey says, “Email marketers have always faced the technological challenge of having to quickly adapting to the unknown, often in a matter of hours. This week is one of those, where we find that Gmail has made changes to the way it handles images. At first, I can appreciate that this may sound insignificant, but it affects all of us. In this blog post, I will try to demystify these changes for you”. Gmail image changes: everything email marketers... [...]

The latest ‘Econsultancy’ blog post is titled “Six ways to make the most of data feeds in affiliate marketing”. Robert Durkin says, “Here are our top tips on the best ways that affiliates can use data feeds to increase their sales commission. 1. Work your content hard for sales commission We all know that ‘content is king’ but in practice accessing this content is less straightforward than it seems. Some networks operate within quite a narrow schema for product submission and not all product features and attributes are available to affiliate marketers. The good... [...]