content concept handwritten on blackboard

What’s The Ideal Length For Your Business’ Digital Content?

What’s the ideal length for my business’ digital content?” It’s a question I’ve been asked many times by startups in Asia.

Here’s the advice I give

Before you dive into how long your content should be, ask yourself three simple questions:

1. Who is my audience?

2. What are their pain points?

3. How does my business help?

Once you’ve answered those questions, start by defining your audiences in terms of personas. (Not sure where to start? HubSpot offers a free buyer personas template.)

Now put yourself in your personas’ shoes. What kind of content would solve their pain points or interest them? Let’s say your target audience are busy CEOs. They’re likely interested in topline insights and best practices rather than long-form whitepapers. (At least, that’s been the case in my experience.) Alternatively, if you’re targeting digital marketing managers, they often crave in-depth articles with practical tips on a particular topic. See the difference?

For a more data-driven approach, I recommend checking out BuzzSumo’s Content Analysis tool.

Once again, let’s assume you’re promoting digital marketing courses. If you enter “digital marketing” into the tool, it will show you the length of related articles that get the most shares online.

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According to the chart above, “digital marketing” articles over 2,000 words tend to get more shares online. It’s interesting to note that articles less than 1,000 words received around the same amount of shares as articles over 2,000 words, at least on LinkedIn.

So, it’s worth noting not only the total shares across social media platforms but also the total shares on the social media network that your personas use.

By using this data along with your personas’ insights, you’re more likely to develop the right content for your audience.

What about SEO?

Your content’s position on Google can often make or break your content, in terms of views and conversions.

So which does Google prefer: shorter or longer content?

According to search engine results page (SERP) data from SEMRush, they found that longer content tends to rank higher on Google. In fact, the average Google first page result contains 1,890 words.

Now content length is not the only factor that Google considers when ranking content on the first page, but it does have an impact according to the studies above.

Remember this…

While longer content tends to perform better on search engines and get more shares, the most important variable when considering your content length should be your audience. Keep them satisfied and your rankings and shares will follow.

Source: Forbes, article by Joe Escobedo (http://www.forbes.com/sites/joeescobedo/2016/10/24/whats-the-ideal-length-for-your-business-digital-content/#5472e0362e7e)

 

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Tips for app store optimization

ASO, or app store optimization, is the process of creating and adjusting an App Store or Google Play listing for long-term, organic success.

The concept of ASO has caught fire recently due in no small part to the massive volume of applications clogging the app stores: nearly 3 million apps are available on the Apple App Store and Google Play apiece. Successful optimization can put your app on top for a long time to come.

Why ASO?
Apple itself recently touted that more than 65 percent of app downloads come from searches made in the App Store. That is bigger than all the television ads, Facebook promotions and burst campaigns out there, making search officially the strongest way to boost your app.

With an optimized listing, your app will be more likely to appear in relevant searches, capitalizing on the intent of users each time they search in the store.

Tailoring your optimizations
When optimizing your app, it is important to consider the platform on which you will be launch.

Apple and Google each have their own unique process for indexing your app. That means you will need to play to the strengths of each platform to successfully optimize for both.

Optimizing on the App Store
Apple’s App Store is the easiest platform to optimize for in many ways.

An app listing for the App Store consists of two key parts: Your app’s title and your app’s keywords. Only your title will be visible to the public, but both the title and the keywords have great influence on which terms you will rank for in search.

Words from your title and your keyword bank can be combined to build phrases.

For example, if your app is called “Fun Game” and you have the word “Free” in your keyword bank, you could pick up ranking for the phrase “Fun Free Game.”

By looking over your title and keywords, as well as reading your description and playing around with your app, Apple will determine foe which terms and phrases your app is relevant. That makes targeting the proper keywords in your title, keyword bank and description extremely important.

Optimizing on Google Play
Like Apple, Google also has a title field. Unlike Apple, Google restricts the title to 30 short characters. That means you will not be able to add too many key terms in your title.

Also, unlike Apple, Google has no keyword bank into which you can type manually targeted keywords.

Instead, Google uses the words in your title, long description and short description to determine foe which terms your app is relevant.

The short description is a small, 80-character description of your app that will appear to users on mobile as they search.

Google places great weight on your title and short description when it decides your ranking, so it would be wise to use highly searched, relevant words and phrases here.

The same is true of your long description.

If you can use high-volume, trending terms in your description in a natural way, you might find yourself picking up a lot of new rankings.

Converting users
ASO places heavy emphasis on the data behind your app. You always want to use the most relevant, trending terms as your keywords.

However, not all the action happens behind the scenes.

After all, a user still needs to like the look of your app to download, and that means optimizing your icon and screenshots as well.

Creative optimization is incredibly important in ASO.

An app can have great keywords, a solid title and a captivating description. But with an ugly icon and screenshots, it may never gain the traction it needs for success.

Again, it is important to take into account the differences between Apple and Google when you optimize your creatives.

For example, Apple’s search results display two screenshots for each app, making your first two screenshots – or your first screenshot and your preview video, if you have one – vital for converting users.

Google, on the other hand, does not display screenshots in search results. Instead, your icon will be the only creative item featured in the results.

Take these differences into account when you set up your listing for each store.

WITH THAT, you have got a solid foothold for optimizing your app with both Apple and Google.

Each platform has its own unique challenges. But a successful optimization could be the first step towards scaling nearly 3 million competitors on each app store.

Source: Mobile Commerce Daily, article by Dave Bell (http://www.mobilecommercedaily.com/tips-for-app-store-optimization) 

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4 top tips to help secure the best mobile ad campaign success

Obtain an effective marketing technique by understanding the importance of these effective tactics.

Think you know what makes the best mobile ad campaign? Think again! Sure, you may be aware that mobile is the future, but is it the future you’re ready for? Chances are you’re still dabbling in the mobile marketing territory and have realized what so many others have already come to discover: without the right marketing strategy, your monetization plans can go completely awry. This might not only mean making less money than you thought but maybe none at all!

However, success does not have to be hard to come by if you know how to utilize the right tactics that will appeal to your audience, engage them and hold their interest. This is important because the average user reportedly has an average attention span of 10 seconds. Therefore, you need to have an effective ad campaign that must provide the right message in those precious few seconds.

The following are effective mobile ad campaign strategies that can help you make the most of these seconds so you can make the most money.

Choose the right target market

You need to choose your audience wisely. There is no way you’ll know how to appeal to your audience if you don’t first decide who they will be. Not every ad or marketing style appeals to everyone, nor is every style the right fit for your business. You need to think about what advertisements most effectively represent your business and choose your audience accordingly. For optimal results, design your campaign around your target market and use geo-targeting for the best effect.

Don’t underestimate the power of call to action

If you want your audience to act on your advertisement, you need to remember about engaging call to action. This is the incentive your audience needs to actually engage with the ad. Usually offering discounts, bonuses, gifts or freebies work wonders.

Choose the right demand-side platform

A DSP platform is a service that handles the purchasing and bidding of auction-based online advertising on behalf of another company. You need to find the DSP platform that will work best for you. The DSP should provide access to many advertising opportunities in one place. It should also be impartial, connecting you to the best potential advertising opportunities and rates; not only one particular ad network should be favored.

Pick the right format

Choose your ad format carefully. Not all formats are created equally and some serve certain businesses and types of advertising better than others. That being said, for the most part, when it comes to a strong mobile ad campaign, pop-up advertisements that cover the entire screen are typically invasive and many users find them irritating, which means users are far less likely to interact with the ad. It is far more useful to use a banner ad that won’t take up the whole screen or to place the advertisement at a natural break point in an app (ex. at the end of a game level).

That said, keep in mind that video ads are where the future of mobile advertising is going, especially ads that provide players with rewards.

When you have a well thought out marketing strategy, you will be able to evolve your business in the most effective ways. Just remember that no strategy is set in stone. Continue to build on your strategies because there is always room for improvement.

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