23 Terrific Email Marketing Guides

Despite repeated pronouncements of its demise, email marketing is definitely not dead (just as SEO is not dead). According to recent research:

      • Email marketing statistics• For every $1 spent on email marketing, the average return is $44.25.
      • • 91% of consumers use email at least once a day. 
      • •  When asked which medium consumers would like to receive updates from, 90% preferred an email newsletter, while only 10% chose Facebook.
      • •  60% of marketers say that email marketing is producing an ROI for their organization.

However—as email inboxes get more crowded and both the sophistication and expectations of consumers and business buyers increase, marketers need to refine their tactics in order to build their opt-in email lists, retain subscribers,  and drive leads and sales through email marketing.

So what are the most effective tactics for building an opt-in email list today? What are the best practices to maximize open and click-through rates? What worst practices or pitfalls should email marketers avoid? What’s the best day of the week to send emails?

Find the answers to those questions and many more here almost two dozen expert guides to email marketing.

Email List Building Guides

Marketing Research Chart: 63% say registration during purchase effective for list building by MarketingSherpa

Daniel BursteinDaniel Burstein reports that most marketers struggle with growing their opt-in lists–but also offers tips from the happy minority enjoying rapid list building success. Among them: “63% of marketers found registration during purchase to be very effective…If you could start, or improve, only one element of your opt-in program this year, you should strongly consider taking a look at how you offer customers the chance to register for your list when they’re making a purchase. Only 41% of marketers are using this tactic to drive their organization’s email list growth.” Online events are also effective, while social media sharing buttons are at the other end of the scale, cited as “very effective” by only 9% of marketers.

10 Top Tips to Grow Your Email List by jeffbullas.com

Jeff BullasJeff Bullas suggests 10 ways to grow your opt-in email list, from the common (offer a free ebook, or use a pop-up box–which he concedes is annoying, but they work anyway) to the less obvious (do some guest blogging, use annotations in YouTube videos, or use SlideShare Pro (“the premium version of Slideshare…offers a pop up box to capture emails and leads”).

4 tips for growing your email list by iMedia Connection

Monique TorresReporting, regarding the continuing importance of email as a marketing tactic, that “Fifty-four percent of organizations generate 20 percent or more of overall revenue through email marketing. For 21 percent of respondents, email marketing accounts for 60 percent or more of all digital business revenue,” Monique Torres presents four helpful tips for building opt-in email lists, including offering incentives for signing up, which may include content, exclusive access, tesimonials, or discounts.

Email List Growth: Marketers Rank Their Most Popular – and Effective – Tactics by Marketing Charts

It’s not surprising that, according to research from ExactTarget, a majority of marketers use tactics like placing a general email signup form on their websites, or signup forms specific to different sections of their sites. But among some findings that are less obvious, this post notes “While only 23% capture email during inbound sales calls, 71% rate this tactic as being effective.”

16 Ways to Capture Email Addresses for Your Email Marketing List by Blue Kite Marketing

Laura ClickFrequent best-of honoree Laura Click serves up more than a dozen helpful tactics for growing an opt-in email marketing list, from offering an incentive to sign up (“such as eBooks, webinars and video series”) and social media channels to digital ads, contests, and collecting email addresses at trade shows and other industry events.

How to Get Your First 1,000 Email Subscribers When Nobody Knows You by ProBlogger

Marya JanGuest author Marya Jan steps through seven common roadblocks to growing a subscriber list, and explains what to do instead in order to quickly build a large opt-in email list. For example, not providing an incentive to sign up: “the best opt-in offers are those that offer some sort of short cut of doing a task. A cheat sheet of sorts…a report, mini ebook, white paper or a short webinar works well.”

General Email Marketing Guides

10 email best practices to remember (Infographic) by iMedia Connection

Erik MatlickErik Matlick showcases an infographic detailing 10 best practices for effective marketing emails, from subject lines (punctuation is unnecessary; capitalizing all words results in higher engagement) to content and CTAs (questions spike interest and encourage click-through; orange and red are the best colors for CTA buttons).

11 Email Marketing WORST Practices by Bourn Creative

Jennifer BournShifting the focus from email marketing best practices to worst practices, Jennifer Bourn here helpfully warns marketers to avoid these potentially costly email mistakes, such as buying email lists (“This tactic is guaranteed to result in a lot of spam complaints, angry consumers, and damage to your brand”), using a bait-and-switch opt-in (“Don’t sneak your ezine in after the fact and trick new subscribers”) and buring out your list with over-mailing.

Personalized e-mails drive shoppers to buy—and buy more—in stores and online by Internet Retailer

Amy DustoWant your marketing emails to be more effective? Make them personal. According to Amy Dusto, “77% of online shoppers say they’re more likely to buy from a retailer when its e-mails are personal…and 82% of web shoppers say they’d likely buy more items from a retailer if its e-mails were more personally relevant.”

Email Deliverability: 8 tactics help you overcome rising B2B challenges by MarketingSherpa

Allison Banko“There are plenty of layers to permeate when it comes to deliverability. In the B2B market, those layers thicken. You bear a bulk of ongoing challenges including a longer sales cycle, complex reputation score hurdles and high employee turnover, resulting in multiple inactive email addresses.” To overcome these challenges, Allison Banko walks through eight tactics for improving deliverability specifically for b2b email marketers, from careful segmentation to optimizing emails for mobile devices.

Opt in email marketing: 9 Powerful eMail Conversion tactics from the Pros by Razor Social

Ian ClearyNoting that typical email conversion rates are significantly higher than for search or social media, Ian Cleary passes along conversion tactics from nine top marketing professionals, among them John Jantsch (use a bright color for your call-to-action button and “never use your call to action button color anywhere else on your site”) and Melanie Duncan: “Melanie has a great picture of her with a visual cue (i.e. she’s pointing to where you have to subscribe).”

Marketing Research Chart: Which day is best to send emails? by MarketingSherpa

Daniel Burstein (again) shares research on which day of the week marketers believe is most effective for sending marketing emails. (It’s Tuesday, followed closely by Wednesday.) However, he also points out the value of testing (as your mileage may vary), the importance of accurate measurement, and international considerations.

Email Marketing: What I’ve learned from writing almost 1,000 emails for MarketingSherpa by MarketingSherpa

Justin BrideganJustin Bridegan shares four key lessons from his email marketing experience, including the importance of providing value over just selling: “Your emails should be an ongoing conversation and always offer real value. Ask yourself, ‘Does this pass the ‘so what’ test?’ If not, then scrap what you have and start over.”

The 4 Pillars of Email Marketing by MarketingSherpa

Astutely noting that “If you focus on everything, you focus on nothing,” Daniel Burstein (once more) presents the four focus areas for presentations at MarketingSherpa’s email summit, along with supporting content. These focus areas included list building, design, automation, and integration (“The optimization of email integration tactics with social media, websites, mobile, offline and testing”).

5 Reasons Why Most Email Marketing Messages Get Ignored by Blue Kite Marketing

Laura Click (again) muses upon several reasons marketing emails have low open rates, including an excessive focus on selling (“Yes, it’s important to use email to sell. But, that shouldn’t be the only thing you do. It needs to be balanced with other compelling content”), boring content, and terrible subject lines.

24 Tips for Responsive Email Design by Get Elastic

Linda BustosNoting that “43% of email is currently opened on mobile devices, headed towards 50% by the end of the year,” Linda Bustos explains how responsive email design works, and supplies a set of practical tips for design, content, and calls to action (“Make links look like links. Sound like Web usability kindergarten? It’s still important, especially since modern designs style links as colored text without underlining”).

Email Marketing: 7 Things You Should Do Before Hitting “Send” by The 60 Second Marketer

May AdvinculaMay Advincula walks through seven items to check before hitting the “send” button on a marketing email message, among them, covering the basics (“Do you have an easily accessible unsubscribe link?”) and keeping it simple (“Once your subscribers get past the subject line and open your e-mail, make sure the reason why subscribers have signed up for your e-mail is prominent”).

Simple ideas for integrating social and email by iMedia Connection

Drew HubbardDrew Hubbard contends that contrary to the notion that social media has “killed” email, in fact, “the explosive popularity of social networking is an opportunity to boost the effectiveness of email marketing.” He then details a handful of ways social media can be used to leverage email marketing efforts, such as encouraging sharing: “Remember back in the day when email marketers did backflips when subscribers chose to ‘forward to a friend?’ Well, with social networking, email subscribers today can choose to ‘forward to ALL friends.'”

Email Subject Lines and Copywriting Guides

Infographic: 10 Commandments of Email Copywriting by The Point

Howard J. SewellHoward J. Sewell shares clever and practical commandments for effetive email copywriting, from “Thou shalt not direct people to ‘learn more'” (“‘Learn more” is the worst possible call to action. It means absolutely nothing. What is it that you’re offering, exactly?”) and “Thou shalt use ‘you,” not ‘we'” to “Thou shalt not serve up multiple calls to action.”

Email Subject Lines: Words and Tactics That Boost Open Rates by MarketingProfs

Ayaz NanjiAmong other research findings detailed here, Ayaz Nanji reports that “Email subject lines that convey a sense of urgency, such as those that contain the words ‘urgent’ and/or ‘important,’ have open rates that are much higher than normal…(also) email recipients are much more intrigued by subject lines that contain positive solicitations rather than negative admonitions: Words such as ‘announcement’ and ‘invitation’ have significantly higher open rates than those containing ‘reminder’ and ‘cancelled.'”

Which Email Keywords Get the Highest Open and Click-Through Rates? by The Daily Egg
**** 5 STARS

Sherice JacobSherice Jacob notes that, as email inboxes become ever more crowded, “The competition is only going to get fiercer…now more than ever—word choice matters.” She then delves into research on how small changes in subject line word choice can make a big difference in results. For example, “save” vs. “sale”: “‘sale’ enjoyed an over 23% increase in open rates and over 60% in click-through rates, whereas ‘save’ flat-lined at 3.4% and -25.2% respectively.”

Email Design Awards and Inspiration

The 10 most innovative marketing emails of 2013 by iMediaConnection

Chris MarriottChris Marriott takes a close look at some of last year’s more effective email marketing campaigns, from best abandoned cart email (“Too many abandoned cart emails read along the lines of, ‘Hey dummy, you didn’t finish checking out.’ Not here. Bare Necessities strikes just the right tone with subject line, ‘Thanks for checking us out.’ That thought is repeated in the email itself, along with dynamically placed pictures of what was left in the cart”) and best coupon email (CVS) to best newsletter (P&G Home Made Simple) and best re-activation email (Clinique UK).

MarketingSherpa Email Awards 2014, presented by ExactTarget by MarketingSherpa
***** 5 STARS

Get design and campaign inspiration from the MarketingSherpa Email Awards winners in these 17 illustrated examples, including Dell’s Ultrabook program for e-commerce creation and design: “Dell wanted to support the launch and ongoing promotion of an innovative product. The main feature was a flip-hinge design allowing a user to transform the device from an Ultrabook to a tablet. Dell marketers saw an opportunity to demonstrate the key feature of their product using a unique approach – a short animated GIF. Touting high compatibility with email clients and browsers, this solution saw an increase in revenue of 109% against the quarterly benchmark for similar campaigns.”

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31 Expert Guides to Maximizing Online Brand Visibility – WPO

Given all of the changes Google has made affecting organic ranking factors (asking webmasters to disavow low-quality links, reducing the value of guest blogging, ignoring links in press releases, etc.),  the practice of SEO—optimizing owned content for search—is no longer sufficient for maximizing a brand’s online visibility.

This is not to say “SEO is dead” or that it no longer has value, only that it can no longer stand on its own. It needs to be part of a larger, coordinated strategy encompassing owned, earned and paid media: web presence optimization (WPO).

The original WPO model focused on content-sharing to maximize organic brand visibility; as the WPO framework evolved, it incorporated paid and industry (e.g., event sponsorships, community outreach, analyst coverage, trade association membership) components.

Today’s WPO model emphasizes the importance of fusing a solid content strategy with a comprehensive online distribution strategy in order to maximize brand visibility and credibility.

The Web Presence Optimization Model - WPOYet despite the analytical and strategic power of the model, WPO still largely remains the concept that everyone talks about, but no one names. It’s as if sportswriters constantly wrote about “contests in which opposing teams of five players attempt to shoot a round orange ball through a hoop with a net attached” instead of simply saying “basketball.” As indicated by the posts from Search Engine Watch and All Twitter highlighted below, that is starting to change, but only just.

How can social, PR, SEO, and online advertising efforts be coordinated to maximize brand visibility? How can paid, owned, and earned media be harmonized to achieve business goals? How can paid and organic content promotion channels be used together most effectively? What role does email play in extending online visibility?

Find the answers to those questions and many more here in 31 of the best blog posts and articles about WPO (even if they don’t call it that) of the past year.

Beyond Search & Social: Online Marketing in 2014 by Search Engine Journal

Marcela De Vivo covers a great deal of ground in this thought-provoking and wide-ranging post, from the impact of social signals on organic ranking to earning (vs. building) links, measuring key performance indicators (KPIs) based on your goals (e.g., “If your goal is organic visibility, your KPI’s will be based on increasing your rankings and organic traffic”), and the debate around paid, earned and owned media: all critical consideraations in a WPO strategy.

Convergence: Merging Disciplines Between PR and Marketing by InNetwork

Hessie Jones contends that while marketing and PR have traditionally been separate disciplines, due to social media, “these roles are converging in a big way,” so today brands need “a combination of PR and Marketing to stay on top of the conversation, and be ready to develop compelling content to engage and build advocacy,” and furthermore to pair “mainstream and digital media experts with creative specialists like copywriters, digital designers and video producers to uncover storytelling opportunities in real time, deliver critical business insights, engage influencers and customers and create the content that shapes news and conversations.” Which is to day: they need to coordinate the efforts of everyone involved in maximizing a brand’s online visibility and relevance.

How to build a robust content program by iMedia Connection

Writing that “Today, superb, consistent content best serves your customers and leads to increased loyalty and bottom-line results,” Deborah Hanamura explores a baker’s dozen considerations for content marketing strategy, including social, SEO, PPC (“Great Pay-Per-Click advertising requires great content. Create an impression versus multiple impressions”), and events—in other words, most of the key elements of WPO.

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Download the WPO Framework White Paper

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Integrated Marketing: The Magic Formula for Success by Blue Kite Marketing

Laura Click (correctly) asserts there is no “one singular tactic that will help you achieve results” in digital marketing, but rather that achieving the objective of being everywhere your prospect look online requires an integrated marketing approach coordinating efforts across:

  • • content marketing;
  • • media relations;
  • • advertising;
  • • search engine marketing (actually, a form of online advertising);
  • • social media; and
  • • email marketing.

Add SEO to the list above and you’ve got WPO.

Integrating POEM: The Rhyme and Reason of Harmonizing the New Media Mix by iMedia Connection

Aaron Dubois explores the strengths and weaknesses of paid, owned and earned media (POEM), and advises marketers, “Throughout the planning process, take a step back and look at your brand’s overall marketing strategy. If the P, the O, and the E aren’t working in conjunction with each other – with a consistent brand voice across all communications – then it’s not likely you’re going to get as much out of your campaign as you hope to.” That’s another way of saying: adopt WPO, which coordinates efforts across these these three types of exposure.

Harmonizing owned, earned and paid mediaCreating a Multi-Channel Content Marketing Strategy by BlueGlass

Kevin Gibbons illustrates the POEM concept and recommends that marketers “have a fully integrated strategy, where everyone is involved towards having success across all of your owned, earned and paid media channels” in order to properly plan and execute to achieve online business goals (or in other words, adopt a WPO approach). He then provides further guidance regarding content creation, measurement, and audience targeting.

6 Reasons Social Media Is Critical To Your SEO by Convince with Convert

Jason Clegg offers “six reasons social media needs to be an important part of your website marketing and SEO strategy for years to come,” such as that social media enables you to “crowd source” your link building; social links actually drive traffic to your website; and “Google hates link building.” Though the post goes a bit over the top in spots (“link building as a direct SEO tactic is completely dead”—not quite true), Jason’s overall points regarding the SEO value of social media are spot on.

The PR Strategies SEOs Haven’t Learned by Siege Media

A helpful companion to the post above, Ross Hudgens here focuses on the value of PR for SEO: “Many PR companies still blast releases out to publishers that have no reason to receive them. Many SEO companies do the same with their outreach to bloggers. The best of both worlds will find the intersection, combine agility with empathy, and make for an extremely potent content marketing package.”

MarketingSherpa 2013 Marketing Benchmark Survey ResultsMarketing Research Chart: Integrating email and search marketing tactics by MarketingSherpa

Daniel Burstein notes that the chart at right “highlights one of marketers’ key challenges. They’re doing a lot. Even the least used tactic — digital asset optimization — is being conducted by 45% of marketers.” He then explains three ways that marketers can be more efficient by “SEO and email tasks to get more done in less time.” This type of coordination between different types of content promotion efforts is also at the heart of WPO.

The Evolution of Content In A Big-Content World by MediaPost

Writing that “‘big content’ is the definition of what content marketing has become: unruly, amorphous, exponential and everywhere,” Steve Kerho suggests that marketers should “think of big content as branded content that exists in multiple channels, across devices and…is no longer controlled solely by the brand.” Indeed they should, and efforts should be coordinated across these different channels to optimize visibility and engagement while maintaining consistent brand messaging.

SMO Guide for BusinessThe Complete SMO / SEO Guide for Business & Brands in Social Media by REALSMO
***** 5 STARS

Joshua Berg provides an indispensible and comprehensive guide to how social media and search work together; the principles of social media optimization, aka SMO (“Focus on the user and all elSEO will follow”–spot on); and the (possible) future of search.

The Aftermath Of SEO’s Death This Summer by Forbes

Writing that Google’s Penguin and Hummingbird algorithm updates “mean no more hat tricks, keyword stuffing, comment spamming, backlink image stuffing…Finally, Google uncovered the secret to blocking SEO tricks used to get customers on the infamous PAGE 1,” Eris Poringer provides excellent guidance on implementing a “comprehensive plan” for maximizing online brand visibility, incorporating social media, email, content marketing, native advertising, and other tactics. This approach isn’t SEM (paid search) though SEM is a key component of a wider WPO strategy.

Social Media Should Not Be A Stand Alone Brand Tactic by Brand Cottage

The smart and engaging Patricia Wilson lists seven reasons why social media should not be a stand-alone brand tactic (such as, “Social Media is very hard to scale on its own”) and suggests that “social strategy works best as part of a larger integrated marketing and business plan.” Couldn’t agree more; it’s a vital component of a WPO strategy.

The B2B Marketing Guide to Paid Content Distribution by B2B Digital Marketing
***** 5 STARS

In this highly bookmark-worthy post, Eric Wittlake details almost two dozen options for paid content distribution, from advertising on the large social networks to content distribution services like Outbrain and Taboola to native advertising and sponsored posts on B2B publication sites. As long as you stick with reputable sites that keep up with Google’s latest guidelines, these are great avenues for extending the reach of your content and increasing overall online brand visibility.

Social Media AdvertisingHow to Amplify Your Content Strategy with Social Media Advertising by Content Marketing Institute

Observing that tweets have an average half-life of 18 minutes, Facebook posts have a half-life of 30 minutes, and keeping up with algorithmic changes in organic search is getting increasingly difficult, Dan Stasiewski recommends “creating an advertising flow to your content ecosystem.” Excellent advice, though not either/or; successful content promotion requires coordinating all of the elements of WPO.

SEO And Other Web Marketing Techniques: Tools Or Tricks? by Forbes

Roger Kay comes down rather hard on content marketing and SEO (“a rather polite term for another way to game the system”), but writes that he likes “the concept of inbound marketing because it relies on product quality…at bottom, inbound will only work if the product is good.  Effectively, the Internet is a fantastic channel to give an idea a chance to make it in the wild, but the virus only spreads if the content justifies the buzz.” True, which is why content strategy forms the base of WPO. But as noted here previously, even the “most epic content will FAIL without content distribution,” which is why coordinated sharing and promotion across channels is just as important as creating high-quality content to begin with.

When Keyword (not provided) is 100 Percent of Organic Referrals, What Should Marketers Do? – Whiteboard Tuesday by Moz

Rand Fishkin steps through a number of steps SEO practitioners can take to deal with the loss of organic keyword data from Google, such as using “keyword suggestion sources like Google Suggest, Ubersuggest, certainly AdWords’s own volume data, SEMRush, etc. to see the keyword expansions related to your brand or the content that’s very closely tied to your brand.” Running AdWords ads and examining keyword performance is another option.

Time for a New Definition of SEO by Search Engine Watch

Writing that “digital marketing tactics such as email marketing, paid search and search retargeting have very clear, undisputed definitions. The definition of SEO, on the other hand, seems to be just as unclear as the practice itself,” Krista LaRiviere suggests WPO (she actually uses the term) represents the evolution of SEO, and defines WPO as “an all-encompassing approach to optimizing an entire web presence for organic search including the website, social channels, blogs, articles and press releases.” Her ideas clearly resonated, as the post garnered 50 comments.

The Web Presence Optimization Cycle [INFOGRAPHIC] by All Twitter

Allison Stadd showcases a helpful infographic designed to help marketers visualize “the steps to web presence optimization with the goal of helping you reach organic search success.”

The Web Presence Optimization Cycle Infographic

Getting less traffic from Google? Here’s why it may not matter soon by Jim’s Marketing Blog

Jim Connolly details three reasons marketers should diversify their efforts beyond just organic SEO, most importantly because “Google sends less traffic to sites than before…between August 2012 and March 2013, search traffic from Google nosedived an incredible 30%” to a collection of large publisher sites including The Huffington Post, The Daily Mail, Newsweek, Time, Sports Illustrated and Rolling Stone. It’s not that search isn’t still an important tactic, but that it’s only one of several important elements in a brand’s total online visibility (the focus of WPO).

Relying on organic SEO? You’re losing customers! by Digital Growth

Building on the arguments in Jim Connolly’s post above, Luke Chapman illustrates how ads and universal search elements continue to push organic listings further down on the typical search results page, making even a #1 organic ranking less valuable than it used to be. To combat this, he recommends using social media, email, PR, blogging and blog commenting, and industry/community marketing—pretty much the range of WPO elements. And investing in SEM also helps maintain search visibility.

Google SERPs - More Ads, Less Organic

Is SEO Dead — Or Decentralized? by MediaPost

Musing about the decline of traditional SEO and the rise of social media optimization and paid search, Ryan DeShazer concludes that “In today’s marketing communications organization, everyone is an SEO…creative teams (now) include content discoverability and SEO into their work streams; technologists are building sites and apps compliant with known onsite SEO best practices; and UX specialists are including keyword research before developing user personas and journeys.” Hmm, coordinating the efforts of multiple disciplines in order to optimize web visibility…sounds familiar.

The 4 SEO Trends Every Marketer Needs to Know by iMedia Connection

Tony Quin reveals what he believes are four key trends in SEO that marketers need to understand, the most relevant of which for WPO is number four, “Traditional marketing tactics will boost digital marketing initiatives…Press releases, for example, provide branded mentions and links that will increase the authority of your website while also increasing exposure. Despite what some might say, email is still extremely effective in creating opportunities for awareness and sharing.” Creating compelling content is vital, but that content then needs to be shared using social media alongside “traditional marketing tactics.”

Inbound vs. Interruption MarketingInbound Marketing: 15 tactics to help you earn attention organically by MarketingSherpa

Daniel Burstein (again) serves up a list of “quantitative metrics, case studies, how-to articles and other resources to help you improve your own inbound marketing efforts by learning more about how your peers are effectively using these tactics,” including SEO, PPC, email, events, PR, blogging, content marketing, and other aspects of WPO.

How to optimize your emails for search by iMedia Connection

Noting “It might sound like a strange idea to optimize your emails for search engines, but SEO is a skill that email marketers better start working on,” Michael Linthorst explores the ins and outs of Gmail Field Trial, an “experiment in which Google includes a user’s Gmail inbox in his or her search results.” Engagement, content, and relevancy are keys to “email SEO”—and a solid approach to email marketing regardless.

Social Search Engine Marketing Throws Search Experts A Lifeline by MediaPost

Laurie Sullivan reports on recent research showing that “Social signals continue to make their way into search results—making social search engine optimization the next major trend in organic listing. Enterprise SEO requires a search across traditional techniques and social media channels.” This integration is, of course, at the heart of WPO.

Why Your Online Marketing Department Is All Screwed Up by ClickZ

Andrew Delamarter describes how marketing departments can, and must, sop operating in “silos” and coordinate efforts across paid, earned, and owned media: “Now is the time to stop thinking SEO, media, content marketing, web analytics, and Facebook posts and start thinking holistically about inbound marketing that brings it all together.”

Marketing in Silos is Screwed Up

Must evolve to:

Integrating Owned, Earned and Paid Media Efforts

If you build it, they will come — maybe by iMedia Connection

The brilliant and prolific Rebecca Lieb believes “The winners in content marketing will create not just quality content, but distribution strategies that will get that content ‘out there'” (i.e., WPO). SEO, PR, advertising, and social all have their role to play, but so do media companies.

Six Ways Internet Marketing Meets PR Online by SteamFeed

Because “the online world of content marketing requires knowledge of Internet marketing which includes search marketing, key word designation, html coding, link building, and the other tools and tricks of the trade,” Jayme Soulati outlines half a dozen ways for PR professionals to work with their Internet marketing counterparts to maximize online brand visibility and impact.

Search Marketing Integration, a.k.a. WPOThe New SEO: Search Marketing Integration by Search Engine Watch

Brad Miller writes that while SEO isn’t dead, “the days of SEO as a distinct, independent discipline are certainly numbered. SEO is fast evolving into a more creative, diverse, and challenging profession.” He uses the term “search marketing integration” to describe the coordination of activities across social search, branding, PR, SEM, and others areas in order to integrate all your marketing efforts into “into one single, agile, engaging strategy.” That would be WPO.

2013 – Break the (Digital) Marketing Silos by The RKG Blog

As noted above in the introduction to this post, WPO is about coordinating the efforts of everyone on your team involved in content creation or digital marketing. As Todd McDonald writes here, “Imagine the insights available to those who successfully bring together PR, social, email, PPC, SEO, and other channels!  Each one can feed the next, providing ever-deepening levels of data and connections that will drive data-driven strategic marketing decisions.  SEO will be a cog in this machine and it will need the machine to work well in order to functional optimally.” He challenges marketers to smash their internal silos—a vital step (as noted above) in WPO, even if he doesn’t call it that.

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14 of the Best Content Marketing Tips, Tactics and Techniques of 2013

Content marketing success starts with developing a strategy and roadmap, but the rubber hits the road with the execution of tactics (and measurement of marketing results to support continual improvement). So it is with Content Marketing Week.

Where do you find ideas and inspiration for content marketing topics? What are the best practices for repurposing to get more mileage out of existing content assets? What pitfalls should content marketers avoid? Where does visual content fit into the mix?

Get those answers and more here in more than a dozen guides to content marketing tactics, the final post of Content Marketing Week.

How I.T. Is Changing: A Story About Beer by Ann Handley

Ann HandleyIt’s one thing to provide a laundry list of things-to-do to create great content, but quite another to show (and then break down) an exceptional example, as the delightful Ann Handley does here, with a nicely done video involving Cisco networking gear, and beer.

What Can Disney Teach Manufacturers About Marketing? by Industry Market Trends

Interviewing Steve Miller (the marketing consultant, not the 80s rock star), Gary Kane presents and explains the 10x10x10 model for content marketing, starting with: “Write down the 10 most frequently asked questions from your customers.”

17 Essential Content Templates and Checklists by Content Marketing Institute

Michele LinnMichele Linn shares a collection of popular and useful content marketing templates and checklists for tasks like creating buyer personas, developing an editorial calendar, writing killer headlines, choosing keywords, and promoting blog posts.

Matching video content to technology buying committees by 2-Minute Explainer Blog
***** 5 STARS

This post highlights research from LinkedIn regarding the value of video for B2B content marketing, then recommends five approaches for producing video content, such as “dressing up” invitations: “a cool video snippet (can) work nicely in an email invite to a conference or a trade show (‘Here’s a sneak preview of the new thing we’ll be demonstrating’).”

5 Reasons to Consider Flipboard for Your Content Strategy by iMediaConnection

Tom EdwardsTom Edwards recommends ways to use Flipboard, an application that “visualizes your social feeds such as Facebook & Twitter as well as providing access to curated topical magazines all while allowing the user flexibility in how they consume their content of choice.” Probably more useful in consumer than B2B marketing, but worth considering regardless.

5 Ideas To Extend Your Existing Content By Repurposing by NewRise Digital

Here are a handful of practical tips for how to repurpose existing content, such as transcribing videos: “If you have videos, screencasts or webinars produced for your content marketing campaign then getting these transcribed into an eBook can offer a valuable way to create a new opt in offer.”

Content Marketing: Five Ways To Keep Feeding The Beast by MediaPost

Santi-SubotovskySanti Subotovsky identifies “five key elements of an effective content marketing strategy, along with a list of applications to help marketers execute on each element,” from content curation and creation through workflow management (where “platforms such as Kapost and Zerys can help”) and analytics.

3 Surefire Ways To Kill Your Content Marketing by Heidi Cohen

Heidi CohenThe brilliant Heidi Cohen exposes the three “leading causes of content marketing death,” along with fixes for each. For example, among the fixes for content that contains too much marketing hype and buzzwords are to stop selling; take a red pen to every buzzword phrase; and “Take the Hemingway approach. Use simple words. Substitute short words and everyday language for the flowery prose you’ve created.”

Prolific as well as adept, Heidi frequently writes highly bookmark-worthy posts filled with the latest research and trends along with actionable guidance. Other noteworthy content marketing tips and guides from her blog include:

13 Reasons Why Your Content Marketing Might Fail by Content Marketing Institute

Joe PulizziContent marketing guru Joe Pulizzi advises readers about how to avoid more than a dozen potential content marketing pitfalls, such as operating in silos (PR, communications, email marketing, social media—which is why a coordinated approach to optimizing web presence is essential), being too focused on one specific channel, and not being “niche enough.”

Content Marketing: An 8-point analysis for your blog by MarketingSherpa

Daniel BursteinYou bring your car in for regular maintenance checkups (hopefully), so why not do the same for your company blog? Daniel Burstein outlines an 8-point blog checkup starting with post frequency (“An element of effective content is consistency”) and proceeding through author bios, which are “a way for your audience to connect both literally by including Twitter and LinkedIn info, and figuratively by understanding how that author’s experience can help the reader better understand a topic.”

8 Content Marketing Ideas You Haven’t Tried by It’s All About Revenue

Amanda F. BatistaAmanda F. Batista presents “8 fresh content marketing ideas to recharge your engagement and demand generation strategy,” among them aligning your SEO keywords with calls to action: “translate (keyword) insights into a more results-driven content campaign. Integrate these words into your blog and social media posts, your market proposition plan and anything going out on the web, really.”

This was post #6, the final post, of Content Marketing Week 2013 on Webbiquity.

#1: Content Marketing Week Starts Tomorrow!

#2: 30 Remarkable Content Marketing Facts and Statistics for 2013 (and 2014)

#3: 18 of the Best Content Marketing Strategy Guides of 2013

#4: 7 Helpful Copywriting Guides and Tips for Content Marketers

#5: 12 (of the) Best Content Marketing Infographics of 2013

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Nine More Expert Guides to Local SEO

Local search rankings are vital to businesses that rely on drawing customers from within a radius of a few miles. Although there is some dispute over the exact figures, at least a quarter and possibly closer to half of all searches have local intent.

But even if your business is b2b-oriented or global, optimizing for local search makes sense. It’s low-hanging fruit, and even if many of your customers aren’t local, prospective partners, journalists and bloggers (who may write about your company),  prospective employees, investors and others are. And expanding your overall online presence through local press or blog coverage, social media, or listings in reputable business directories is never a bad idea.

Of course, the best tactics for ranking in local search, as with search in general, continue to evolve. Which local search tactics are most effective today? How can you use events to drive local search? What are the best ways to build local links?

Find the answers to those questions and more here in nine expert guides to local search optimization.

Marketing Research Chart: Which local SEO tactics are organizations using? by MarketingSherpa

Daniel BursteinDaniel Burstein reports on research revealing which tactics marketers view as most effective for local search optimization. At the top of the list: including local keywords in content, blog posts, meta tags, and internal links; and including a local business address on website pages. On the other hand, customer reviews and local citations were viewed as least important.

Local SEO in 5 Easy Steps by Search Engine Journal

Zain Shah lays out a five-step process for optimizing your site in local search, beginning with checking to see if your target keywords trigger Google’s “local algorithm” and ending with assuring that your company name, address and phone number are consistent across all local directories.

Why You Must Merge Your Google+ Local And Google+ Page Now by SteamFeed

Ray HiltzNoting that “43% of Google search queries are local (and) 74% of these local searches are conducted on mobile devices,” Ray Hiltz explains how Google’s treatment of local search has evolved, why businesses that rely on local traffic need to be take advantage of Google+ Local, and how to capitalize on these capabilities.

How to Optimize Your Business For Local Search and Social Marketing by Quick Sprout
***** 5 STARS

Neil PatelOnce you get past the annoying pop-ups here, Neil Patel provides an outstanding guide to local search marketing. He steps through the process for local keyword research, on-site optimization, taking advantage of local business directories, obtaining local reviews, local marketing through Facebook and Twitter, and more.

The Complete Guide to Link Building with Local Events by SEOmoz

Kane JamisonKane Jamison cites five reasons why local events are valuable for link building (e.g., “Links On Otherwise Difficult Domains: It can be pretty hard to get a link from a major newspaper, TV station, or other prominent local website. Getting an event into their events section is like the secret entrance into getting a link from that domain’), then offers seven practical steps for capitalizing on this strategy.

The Local Search Ecosystem by Mihnorandum

David MihmLocal search guru David Mihm illustrates which local influences are increasing in importance, which are declining, which are emerging, and more in this helpful local search infographic. Though U.S.-centric, he also links to a similar local search influence post and infographic focused on Canada.

Link Building for Local Search by Search Engine Watch

Julie JoyceAfter explaining why local links are important even for companies that don’t primarily sell locally, Julie Joyce lists a dozen different types of local links, then provides ideas on how to get started with local link building, and how to maintain and expand the effort over time.

5 Link Building Tactics to Improve Your Local Rankings by SEOmoz

Matt GreenWriting that four of the eight most important factors for local search ranking (see below) relate to the quantity and quality of local backlinks to a site, Matt Green outlines five tactics for building from local links, from the relatively simple (commenting on local blogs) to the considerably more involved (sponsoring student clubs at local universities).

Local Search Ranking Factors by David Mihm

Based on an extensive survey of local SEO experts, David Mihm (again) presents his annual summary of the most important ranking factors in local search, from on-site and social/mobile to (a large number of) Google-specific factors,  such as number of +1’s on a website. Interestingly, of the top 10 overall ranking factors, just two (the domain authority of the site and name-address-phone number) are on-site factors.

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