Google Provides Additions to “Ads Settings” and “Mute This Ad” Functions

Google AdWords Adds Remarketing Ad Settings & Mute Ads Additions

Google announced they are adding two new features to help searchers and users see less ads they don’t want to see. Google announced “more additions to Ads Settings and Mute This Ad to give you more control to mute the ads you see on Google, on websites, and in apps.”

The first example is stopping showing those ads that track you around the web, retargeting or remarketing ads, when you are no longer interested. So you visit a web site to buy a new pen, and then you see ads for pens all over the web sites you visit for the next month or so – but you already bought the pen – you don’t need a new pen. You can now stop those ads from showing.

You can now mute the reminder ads in apps and on websites that show these ads where they are powered by Google:

Here is how to do that.

Google also added two more features to the Mute This Ad option:

(1) It will now recognize your feedback on any device where you are signed in to your Google Account, based on your account settings.

(2) You should see Mute This Ad in even more places and on more Google ads across apps and web sites.


Source: seroundtable

FCC Repeals Net Neutrality..What Does It Mean?

FCC repeals net neutrality by party line vote

FCC Chairman Ajit Pai, a former Verizon lawyer, gives his previous bosses an early Christmas present by gutting the 2015 rules.

As expected, the Federal Communications Commission (FCC) has voted 3 to 2 along party lines to repeal net neutrality. This happened despite widespread public opposition, comment fraud by repeal supporters and the last-minute request of Republican Sen. Susan Collins to delay the vote.

FCC Chairman Ajit Pai, a former Verizon lawyer, has mocked and called net neutrality supporters’ dire predictions “hysterical.” His claims, that repeal won’t impact consumers or access to content and will instead boost investment and help the economy, are dubious and are contradicted by past evidence.

The repeal of the 2015 rules, passed during the Obama administration, now permits telcos and ISPs to create fast and slow lanes to prioritize or discriminate against content types or publishers. It will also likely reinforce the dominance of big companies who can afford to pay for their content to be expedited and harm smaller publishers and startups that don’t have the resources to do so.

While the precise impact still remains to be seen, although there are plenty of indicators (past bad behavior, dysfunctional international markets), we can now expect the internet to look a lot more like cable TV, with content bundles and “premium” packages.

ISPs lobbied aggressively and spent heavily on campaign contributions for the repeal. That effort dovetailed with the Trump administration’s philosophical and policy shift from protecting consumers to promoting the interests of large corporate entities.

Beyond the freedom to extract more money from publishers and consumers — the FCC claims it’s restoring “internet freedom” — the ISPs seek to create tiered and bundled pricing because they have not been able to make money from internet advertising and their cable businesses are faltering.

As cable TV subscriptions declined in favor of OTT content access, the ISPs and telcos weren’t going to stand by and allow the transfer of cable TV subscription and ad revenues to Netflix, Google and Amazon.

The battle now moves to the courts, where plaintiffs (potentially state attorneys general, consumer groups and some private companies) will argue that a political-ideological shift in the composition of the FCC doesn’t justify the rule change by itself. The irregularities and fraud in the comment process may also make their way into the litigation.

If litigation doesn’t succeed in stopping the repeal, then the ballot box is the next battleground.

Source: searchengineland

For All the Newbies and Old-timers, Google Updates Their SEO Starter Guide

Google revamps its SEO Starter Guide

This is the first update of the SEO starter guide in several years.

Google announced that it has retired the old PDF version of the SEO Starter Guide originally released in 2008, over nine years ago, with a new web-based version of the guide.

The last time Google updated this guide was several years ago.

The new guide merges the Webmaster Academy and the old SEO Starter Guide PDF into this one resource section. “The updated version builds on top of the previously available document, and has additional sections on the need for search engine optimization, adding structured data markup and building mobile-friendly websites,” Google said.

It is also currently available in nine different languages, including English, German, Spanish, French, Italian, Japanese, Portuguese, Russian and Turkish.

Source: searchengineland

Frigidaire Includes Granite Countertop Warehouse as its New Exclusive Distributor

Granite Countertop Warehouse: Frigidaire’s New Exclusive Distributor

Atlanta, GA, November 21, 2017 — Frigidaire has a new exclusive distributor of their sinks: Granite Countertops Warehouse. Frigidaire has been an American icon for the last 100 years  and has over 83% consumer awareness.

Frigidaire sinks are a perfect addition to GCW.  GCW offers not only granite slabs, but other natural and engineered surfaces for kitchens, baths, bars, or any other area imaginable. Frigidaire sinks are stylish, high-quality artisan handcrafted stainless steel sinks. They are the perfect touch to any home.

Installing a new Frigidaire sink will complement any countertop in any kitchen. Since several Frigidaire sinks are undermount, they will pair well with stone countertops. Undermount sinks are easy to clean as well because they don’t have edges.

Frigidaire sinks are stain and corrosion resistant. That’s one of the reasons why choosing  a Frigidaire sink for any kitchen is a good, practical choice. GCW offers a lifetime warranty for these sinks and also includes grids and strainers upon installation.

Granite Countertop Warehouse (GCW) is based in Acworth, Georgia and is a leading natural and engineered stone countertop fabricator and instalaler in the Southeast with over 20 years of experience. They also have a showroom and slab yard in Chattanooga, Tennessee and Fayetteville, Georgia.

GCW’s products include granite, quartz, marble, engineered stone, recycled glass, and other imported stones. They also offer various countertop options which will suit any client’s taste. Their slab yard has over 4,000 slabs in stock and over 90 colors, providing a wide range of options for clients.


For more information about Frigidaire and GCW, contact Panorama Marketing & Media or call 678-391-9136.

Contact Information:

Panorama Marketing & Media, LLC
555 Hawkins Store Rd, Kennesaw GA 30144
Phone: 678-391-9136

With Business Booming, Bradley T. Harris Jewelers Needed A Larger Showroom


Atlanta, GA, November 9, 2017Bradley T. Harris Jewelers, a full service jewelry store, recently moved to a brand new, larger space within the same complex.. Their address is still 4360 Chamblee Dunwoody Rd, Atlanta, GA  30341, but now they are in Suite #160.  It is conveniently located just inside the 285 Perimeter, in the Plaza Square North Office Building.

Store owner, Brad Harris, knew that he had to make some changes.  His business had grown tremendously since he first opened and he basically needed more room.  However, he was reluctant want to move because his current location was ideal and very convenient for his customers.  

Harris said “I realized we needed more space to showcase our expanding jewelry selections and to also expand our jewelry repair back-room.  My reluctance was that our current store was easy to find and convenient for our customers, so I didn’t want to move to a location that might not be as convenient to get to. As luck would have it, a much larger space became available in the same building!  Even better was that it was on the ground floor with ample parking.”

Locally owned and operated, Bradley T. Harris is a boutique-style jewelry store specializing in custom designs and fine jewelry. From fine diamonds, engagement and wedding rings, precious gemstones, platinum, karat gold jewelry, to custom designing, expert jewelry repairs, original designs, and jewelry appraisals, Bradley T. Harris is a full service jeweler in the Atlanta area and also GIA certified in Diamonds, Diamond Grading, Gem Identification, and Colored Stones.

Bradley T. Harris Jewelers is passionate about helping their clients find unique, high quality custom jewelry to fit any occasion and is very committed to providing an outstanding customer experience.

About Bradley T. Harris
With over 30 years in the jewelry industry and 28 years in business, Bradley is a well-seasoned Jeweler/Goldsmith, a GIA Graduate Gemologist, a member of the Better Business Bureau with an A+ rating, a registered Jeweler, and a member of the esteemed American Gem Society.  He is experienced and knowledgeable in diamonds, gemstones, custom designs, and jewelry repair and appraisals.


Contact Information:

Bradley T. Harris Jewelers
4360 Chamblee Dunwoody Rd
Suite #160
Atlanta, GA   30341


Panorama Marketing & Media, LLC
555 Hawkins Store Rd
Kennesaw, GA  30144

Relax, Network and Meet New Friends


Thursday, November 16th 2017
6:00pm – 9:00pm
Eclipse Di Luna Dunwoody
4505 Ashford Dunwoody Rd, Atlanta, GA 30346 – 678.205.5862

Mingle with Atlanta’s Elite Professionals in an Exclusive
After-Hours Social while enjoying complimentary Hors d’oeuvres.
Reward your hard work with a night of stimulating conversations
among peers plus their prospective organizations.
Seek a bit of life after work at this quarterly event.



Bring your business cards for a chance to WIN raffle prizes.

Source Url:

Watch Out Google…Amazon in Coming Your Way

Amazon Q3 ad revenues surpass $1 billion

Yesterday, Amazon announced third-quarter earnings. The company reported sales growth of 34 percent to $43.7 billion. A year ago, Amazon reported $32.7 billion in sales.

For the purposes of this post, the noteworthy part is Amazon’s “other” revenue, which is basically advertising. Buried at the bottom of the Net Sales chart in the press release was this line item:

“Other” is defined by Amazon to include “sales not otherwise included above, such as certain advertising services and our co-branded credit card agreements.” It’s a safe bet, then, that ad sales for the quarter were $1+ billion, which represented 58 percent year-over-year growth. Since Q2 of 2016 ad sales have basically doubled.

On the earnings call, Amazon CFO Brian Olsavsky said, “Advertising revenue continues to grow very quickly and its year-over-year growth rate is actually faster than the other revenue line item that you see there [in the ‘other’ category].”

The fact that Amazon is now on par with or surpasses Google in product search is not lost on retailers and brand advertisers. Reflective of the company’s intensifying effort to attract ad revenues from search marketers and agencies, Amazon made its first appearance at SMX East in New York City this week to promote Amazon Marketing Services advertising offerings.

Source Url:

Google Assistant Offering Family Fun Night

Fun is a competitive battleground in the smart speaker race
Google Assistant Offering Family Fun Night

The battle of the smart speakers and home assistants is in full swing. And both Amazon and Google think that gaming and fun will help provide a competitive edge.

Amazon introduced Echo Buttons, which enable families to play Alexa-based games together, in September. Today Google announced a trove of games for families and kids: “[T]he Google Assistant now has more than 50 new games, activities and stories designed for families with kids.” They include trivia, musical chairs, storytelling and more.

Games for Google Assistant are available on Home devices, smartphones and other devices where the Assistant is available. This is also where Google seeks to compete, as a platform across more devices (“ambient computing”) than Amazon can offer.

Google has also made it possible to personalize the Assistant for kids under 13. Home devices can recognize up to six different voices. Accordingly, kids can use the same devices as their parents, but the Assistant will recognize the child’s voice and offer different options and experiences.

Parental controls are powered by “Family Link.” It’s an app that gives parents the ability to manage their kids’ Android device experiences.


What a Relief!! Disabling Right Click Does NOT Affect Google SEO

Disabling Right Click & Content Selection Doesn't Impact SEO

Google’s John Mueller said on Twitter that disabling the right click on your web pages and/or disabling the ability to select content on your web pages, has no impact on your SEO or rankings.

John did add that doing so is “obnoxious” and “useless” because it is easy to get around those prevention features.

We discussed this topic over 7 years ago but this is the first time we covered Google talking about it.

Do you disable these features? If so, why?

Source Url: Using Real People to Answer Questions!


JustAnswer is one of the survivors of the “answer engine” or Q&A craze that was prevalent a number of years ago. The venerable (or ancient) Yahoo Answers is still around, and so is Quora, but various efforts from Google, Facebook, Amazon and a range of startups are gone.

The most recent entrant, Biz Stone’s Jelly, was acquired by Pinterest earlier this year.

The pitch is compelling: Humans are better than algorithms at answering complex questions, and users want “answers not links.” Yet almost nobody has been able to get the formula right (quality + scale + a business model) — and that includes Yahoo and Quora. But JustAnswer has managed to make it work.

Founded in 2003, JustAnswer adopted the paid-advice model that was also used by the original Google Answers. Each user who connects with one of 12,000 experts on the site pays on average $30 for a consultation. There are no ads. Most of JustAnswer’s traffic comes from SEO.

Last week, the site introduced “Pearl,” a virtual assistant intended to answer simple questions and qualify leads for the site’s roster of experts. The tool has been in beta testing for three years and has the advantage of being trained on 16 million questions and answers in the company’s database.

“This is a killer app for the chatbot era,” says Andy Kurtzig, JustAnswer’s founder and CEO. Kurtzig says Pearl adds significant efficiency to the process, eliminating the need for the experts to spend as much time determining the nature of a consumer’s problem or question before responding. Pearl can operate as an intelligent routing engine.

The bot can recognize more than 100,000 variables in conversation and ask context-specific follow-up questions. For example, if there’s a pet problem, the assistant would seek to diagnose the problem generally and then forward that information to the veterinarian-expert before the consultation. Users are asked during the conversation if they want to talk to an expert.

This not only helps isolate the question or problem quickly, it likely improves close rates and the percentage of consumers agreeing to pay for advice. “This is the future of professional services,” says Kurtzig.

Several years ago, Google introduced an expert video-chat platform, Google Helpouts. It was very promising, and one might have assumed Google’s visibility and resources would make it work. However, in 2015, after disappointing adoption, the company shuttered Helpouts. Another take on expert content, Google Knol, was also shut down after a few years.

Despite these setbacks, companies continue to try to deliver customized advice online. Bots and machine learning may make that more feasible than in the past.

Last week, I wrote about how Valassis used Facebook ads, Messenger and human sales reps to drive offline car sales and leases. This hybrid use of bots and humans, similar to the JustAnswer approach, is the conceptual model for optimal bot deployment, I believe.

Source Url:

Google Finally Updated Their Local Proximity Filter Algorithm

Have you noticed a recent shift in Google’s local search results? Columnist Joy Hawkins shares everything you need to know about the ‘Hawk’ update, which seems to have killed some of the changes we saw with Possum.


I recently reported on an algorithm update impacting the local results that happened on August 22, 2017. This was a strictly-local update, from what I can tell so far, which means that it had no impact on the non-local organic results.

What changed?

The update, which I have dubbed “Hawk,” was a change to the way the local filter works. To get some history here, Google actively filters out listings from the local results that are similar to other listings that rank already. Basically, Google picks the most relevant listing of the bunch and filters the rest. It’s very similar to what they do organically with duplicate content. (Note: Google is typically loath to confirm algorithm updates, usually only saying that it rolls out several updates every day, so these observations are based on an analysis of how local results have changed rather than on any official announcement or acknowledgment.)

The filter has existed for a long time to help ensure that multiple listings for the same company don’t monopolize the search results. In September 2016, the Possum algorithm update made a significant change to the way the filter works. Instead of just filtering out listings that shared the same phone number or website, Google started filtering out listings that were physically located near each other.

This was very problematic for businesses. It meant that if another business in your industry was in the same building as you — or even down the street from you — that could cause you to get filtered out of local search results. Yep, that means your competitors could (inadvertently) bump your listing!

On August 22, 2017, Google refined the proximity filter to make it stricter. It still appears to be filtering out businesses in the same building, but it is not filtering out as many businesses that are close by.

Who this helped

Here is an example of a business I was tracking that benefited from this update. Weber Orthodontics got filtered after the Possum algorithm update for the term “orthodontist wheaton il” due to the fact that they had a competitor down the street — 325 feet from where they were located. This competitor had a higher organic ranking and stronger relevance to that keyword, so they were included in the results, and Weber was filtered out.


Here is a before-and-after screen shot that shows how the local results changed as a result of the Hawk update; notice how Weber was completely missing from the results a few months ago.


I was able to nail down the exact date this happened because I have a robust tracking plan with BrightLocal that scans daily and takes screen shots. After studying multiple, completely unrelated cases, I was able to confirm that all cases had this same pattern on August 22.

Another example was this set of four hotels in Killeen, Texas. Previously, two of the four were filtered.


Now, following the Hawk update, all four are showing.


Who is still filtered?

Naturally, this update didn’t help everyone. Although it tightened the distance needed to filter a similar listing, it didn’t remove it completely. I’m still seeing listings that share an address or building being filtered out of local search results. I also see the filtering problem persisting for a business that is in a different building that’s around 50 feet away from a competitor.

Below, you can see that the local results for “personal injury attorney palmdale” — an example I shared in my Possum article — are still filtering out many attorney listings using the same virtual office address. (All the listings in red share the same address as the listing in green and are filtered as a result.)


Why ‘Hawk?’

The local search community settled on the name “Hawk” for this algorithm update, because hawks eat possums. This is one of the few times where I don’t see any negative outcomes as a result of this update and just wish Google hadn’t taken a year to realize the proximity filter was way too broad.



Finally Google Fixed Google Reminders Feature


Google has finally fixed the set a reminder feature in Google search. We first reported the issue a few weeks ago and I’ve been tracking it since and as of yesterday, last night specifically, the feature started working again.

In short, you can go to Google and search for [set a reminder] or something like [remind me to do X] or something similar and Google will let you set the reminder directly in search. The reminder will be added to your Google Calendars and Google reminders feature.

Here are screen shots of it working this morning in Google search:



Andy B from Google wrote in the ongoing Google Webmaster Help thread:

Great news! I can confirm this issue should now be fixed for all users. Many thanks again for your reports and continued patience while we worked to resolve this.

If you’re still running into problems creating reminders on Chrome desktop, please read through this help center article outlining common reasons why you may not be seeing the option.



Bing Ads (DSA) is expanding to and now available to US advertisers


Ads are automatically matched to queries based on advertisers’ website content.

Bing Ads’ testing of Dynamic Search Ads (DSA) is expanding to and now available to US advertisers.

From Thursday’s announcement:

DSA is designed to help advertisers increase their impression volume, increase search term coverage and drive incremental clicks and conversions, while reducing the burdens of campaign set up and day-to-day management.

Advertisers using DSA in Google AdWords will find the DSA structure in Bing Ads familiar. Ads are served by landing page content rather than keywords the advertiser enters. Bing Ads crawls the advertiser’s website to identify a landing page that’s related to the search query and dynamically generates ad titles that fit the query. The ads are then served with the generic ad copy the advertiser has entered.


To get started, select “Dynamic Search Ads” when setting up a new campaign in Bing Ads. Advertisers can target all pages on their site or limit the crawl to specific pages.

DSA can be set up in the Bing Ads UI, the API and through the Google Import tool. Kenshoo also supports Bing Ads DSA setup and management.




Google Has Confirmed They Have Blacklisted Some Ad Buyers

These ad buyers set irresponsible campaign parameters, which caused a decline in ad coverage and a drop in fill-rate.


Google has confirmed they have blacklisted some ad buyers after they exploited their ad system, which resulted in AdSense publishers noticing declines in their CPCs over the past few days. Google has addressed the issue by blacklisting those ad buyers and identified the issue going forward.

If you saw your AdSense CPCs decline starting on Sunday, August 5, you are not alone. A Googler posted a statement at WebmasterWorld:

Over the past 48 hours, a number of AdSense publishers alerted us to an issue with declining cost-per-click for ads on their sites. We were able to identify the issue and resolve it quickly: Several ad buyers were using irresponsible campaign parameters, lowering query coverage for specific creative types in some countries. The ad buyers responsible have been blacklisted and impacted publishers should see that their coverage is back to normal in their AdSense account.

It seems that these ad buyers were able to manipulate Google’s ad auction platform which resulted in this decline for publishers. It led to a decline in ad coverage and a drop in fill-rate, which is why the CPCs dropped along with it. This was not a user interface bug or reporting glitch, Google confirmed. The CPCs that were relatively low for publishers over the past few days will not be updated, but going forward, you should see CPCs that do not surprise you.

The advertisers were using “irresponsible campaign parameters,” Google said in the statement above. This led to their being able to lower the query coverage for specific creative types in some countries.

Why these ad buyers were doing this is not 100 percent clear. Google would not comment on the hows or whys, but it is possible that these ad buyers were trying to artificially inflate their click-through rates. We are not certain, so this is speculation.



SEOs and SEMs making an impact in the Search Marketing Community

Search marketers are uniquely qualified to lead in the new “martech era”

Scott Brinker

We get it. Marketing is now a software-powered discipline that blends the art of creative and science of data. New technologies are deeply interwoven into marketing operations and strategy. Effectively harnessing them demands new capabilities, talent and management.

Scott will offer insights and tactics in his keynote at SMX East including:

  • the evolution of marketing from the “arts and crafts department” to a results-producing, software-driven dynamo,
  • how organizations are reinventing their operations and institutional metabolism to cope with the always-on and multichannel world,
  • and why search marketers are uniquely qualified to lead in the new “martech era.”

Meet Scott at SMX East

Register for SMX East to meet Scott and other expert SEOs and SEMs making an impact in the search marketing community. For only $1,795, you’ll learn fresh tactics to improve your search marketing campaigns, have unlimited expo hall access, networking, WiFi, meals, snacks and more! Register today and save $400 compared to on-site rates.

P.S. Add a full day pre-conference workshop for a deep dive into advanced SEO, AdWords, Social Media Advertising, e-Commerce or hardcore SEO tactics.


Source URL:

Six Useful Tips From Experts To Develop A Multi-Stream Content Creation Strategy

These days we are inundated with so much content that sometimes it may seem like your brand or business will never be able to cut through the noise. While digital media interaction is at an all time high (Facebook users share over 2 millions pieces of content a minute) so is digital media consumption.

According to Hubspot, content consumption has dramatically increased across the three most popular social networks in the last two years: Facebook (+57% increase), Twitter (25% increase), and LinkedIn (21% increase).

Hubspot portal

Consumers are engaging with digital media but there is a ton of noise to cut through to try to reach your audience. Content created now has to be loud, strong and have enough legs to make a big impact long after it is published.

So how do you market a piece of content to ensure that:

1) Your audience sees it

2) Your audience engages with it

You switch from a per diem or single-stream content creation/marketing strategy to a multi-stream one. Sounds simple, right? The common misconception in digital publishing is that once you create a single content piece (blog, EBook, landing page) you promote that single asset, and your work is done. You schedule it in your social calendar. You promote it to your email list, but that is it.

With multi-stream content marketing, the piece itself is designed to be multi-faceted and engineered with marketing in mind. In turn, it does the work for you. Well, sort of.

multi stream content strategy

Multi-Stream Content Creation

At IPR, we think of multi-stream content creation much like a licensing deal. You have a hit album but you also want to license the tracks for use in TV shows, the artist’s likeness for merchandising and so on and so forth. Never is a piece of content simply singular, or a record deal just about music for that matter.

From the outset, when we brainstorm content ideas we are also thinking about how can we extend this beyond its intended location and execution.

  • What social assets can come from this?
  • Can specific emails be created to bolster and support this content?
  • What about mobile-friendly assets?

Multi-stream content marketing isn’t the same as multi-channel, though they do overlap. Multi-stream looks at all of the related and supporting content materials a brand can create to market and promote the main content piece. These pieces can be and most likely are multi-channel, but they do not have to be.

Here are six ways you can develop a multi-stream content creation strategy.

6 Ways to Do Multi-Stream Content Creation

1. Micro Data Visualization

Micro Data Visualization

When compiling research and information to build out data visualizations and infographics, there is a large opportunity to create micro content. By design, data-driven content conveys important information to users and dissecting this content can get stats and details across easier to users. Think of the most comprehensive content you have and then think how you can syndicate it and create unique, standalone content to extend across social media, email and for use in other content creation projects.

According to Mass Planner, infographics are “liked” and shared on social media 3X more than any other type of content. When developing a full infographic or a data viz, bake in micro content including snippets of the full piece or reworked versions to syndicate.

2. Supporting Content

content creation

The great thing about content creation is that the world is truly your oyster and there are no real limits (resource and budgetary restrictions notwithstanding) to what you can do. When developing a content marketing activation – an interactive, quiz or guide – there are lots of options for creating supporting content to drive engagement on the main activation.

While shareable results for a quiz are a functional requirement, they can also be standalone content that you syndicate out through social to drive engagement. How about obscuring some of the quiz information to tease the results or create a guide for dealing with your result? If your activation is a B2B Ebook, supporting content can include blog posts, custom imagery and infographics.

3. Custom Imagery

While imagery – whether graphic or photography based – is a standard and must-have in all manners of content, many marketers look past it in terms of it being a standalone asset. Poor imagery, we’ve got your back. While images often need context there is a lot creatives can do with images to syndicate or extend an initial piece of content.

According to Brain Rules, when people hear information, they’re likely to remember only 10% of that information three days later. However, if a relevant image is paired with that same information, people retained 65% of the information three days later.

All of the images that are included in your content are owned assets that you

can and should syndicate out. For visual mediums like Instagram and Pinterest, custom imagery is great to promote content as well as provide unique content to your audience to share.

4. Multi-Media Content

Multi-Media Content

In 2016, KPCB, a growth accelerator company, projected that by 2017 video would represent nearly 74% of all internet traffic and according to a Hubspot study, 43% of consumers wanted to see more video content. Video and podcasting is hitting hard and engaging users more than articles and blog posts.

While text content will always be needed, more businesses are turning to video content and fitting it into their larger content strategy. While solely creating multimedia content can be expensive or not operationally feasible, leveraging video to extend larger content campaigns or as the tentpole content piece can help engage users on all content fronts.

If your company has a primary video asset, say a commercial or a major product launch, a multi-stream content marketing strategy can include promotion on YouTube, Facebook and owned properties in addition to shorter cuts of the main video to syndicate across these channels and others. If you have a copy based Q&A or interview content, a podcast is the perfect complement that can help you reach audiences that the standard article cannot. And the podcasts can eventually be consolidated into a separate audio section of your website.

5. User-Generated Content

User-Generated Content

User-generated content. We love you, we love you not. Consumers are engaging with brands and products more than ever and in the world where everyone is a content creator, this presents a tremendous opportunity for brands to tap into another stream of content. Olapic surveyed consumers of all ages to determine how they viewed and interacted with UGC on social media, and they found that 76% of those surveyed thought UGC was more trustworthy than branded content.

So if users trust UGC and your customers are creating it, why not leverage it as a complement to product launches, product pages and content experiences? The benefit of UGC is that it isn’t resource-intensive and with a few permissions you can leverage beautiful write-ups and images and support the consumers that support your business.

6. Mobile-Friendly Assets

Mobile-Friendly Assets

We’re living in a mobile world and that means we as marketers must think beyond our desktop – and I’d venture to say think mobile first. According to Hubspot, consumption of digital media on mobile devices has climbed from 18 minutes per day in 2008 to nearly 3 hours in 2015. What does this mean for multi-stream content. If you have a quiz or interactive experience, what features or functions can you make with mobile in mind?

digital media mobile device

For your Ebook, is the text and paragraph copy concise enough to consume on mobile? Or better yet, how about implement a slideshow, scrolling effect for easy consumption and individual sharing. Are the images or graphics comprehensible for mobile or will they be lost on different devices?

It’s a “Multi” World, We’re Just Creating In It

In our multi-screen, multi-channel world, thinking about content from a syndication standpoint can make content marketing a more streamlined and simplistic endeavor. From the ideation phase, you are thinking about all the ways your audience will encounter and meet your content. By breaking up a larger, individual piece into smaller, targeted pieces of content you can ensure that:

  1. Your content meets your audience where they are
  2. It engages them in the way they like to be engaged.


Source Url: