Since I never know what industry my next client may come from, I need to keep abreast of the role of digital marketing in various industries. That’s why this week’s title article on how the fashion industry can survive and thrive post-lockdown caught my attention.
This and other articles are in this week’s marketing digest. Let’s dig in.
Is It Time to Add a New Definition for Content Marketing?
Content marketing is more than a marketing strategy that uses content to attract an audience. Content marketing also is a full-on skill set.
- The content is a vessel, but to reach the next level you must market the vessel.
- For that product to be effective and drive profitable customer action you must market it.
- Even brands with large audiences must put thought into how they will drive interest in their latest piece of content.
4 Ways to Get Started with WhatsApp for Business [Infographic]
Are you considering using WhatsApp in your digital marketing approach? Here are some tips.
- While Facebook Messenger is the most popular messaging app in most Western regions, WhatsApp is also popular, with a growing number of people turning to the app because of its more robust privacy features.
- WhatsApp, overall, is also the biggest messaging app in the world, with over 2 billion active users.
- Given this, it makes sense that more businesses are now considering WhatsApp as a potential digital marketing option, and while there are various limitations in using private messaging apps for brand messaging, WhatsApp is growing its tools and options, which could make it a more relevant consideration for your business.
- Facebook has provided a set of tips on how to make the best use of the WhatsApp Business app, which was made available to all businesses early last year.
How the Fashion Industry Can Survive and Thrive Post-lockdown
Brands have the unique opportunity to capitalise on changing behaviours and create loyal customers in the wake of a period where new habits are forming. People will look to align with brands that reflect their value and tap into their sentiments.
- Fashion is seen as pointless when there’s nowhere to show it off. Fashion apathy is rife at the moment.
- People are 4.1x more likely to use the words “Pointless”, “Useless”, and “No point” when tweeting about fashion in June compared to January.
- Athleisure is no longer a guilty pleasure. On Twitter, the word “Exercise” in fashion contexts was 13.5x more likely to be mentioned in lockdown than pre-lockdown.
- In fashion contexts, people were also more likely to use unethical language in June than January.
- As shown in our previous research, people are reacting to the levels of customer service that brands offer customers and staff during the pandemic.
How to Improve Your Website’s E-A-T
Google published a white paper last year called How Google Fights Disinformation, which talked a lot about E-A-T and the role it plays in Google’s algorithms.
- Whenever a core update happens, Google shares an article called What Webmasters Should Know About Google Core Updates which has a dedicated section to E-A-T and why consider it if your site has been affected by a core algorithm update.
- Maybe something like this is on our horizon; a Google Health Portal in which you can type your symptoms or your medical issues into Google and get that information in the search results themselves without the need to click on any other website, the same way that we have it for things like flights or jobs.
- In February 2020, Bill Slawski published an article that looks into a patent released around the same time as the Medic update called Google Using Website Representation Vectors to Classify Sites with Expertise and Authority.
- It’s important to remember that E-A-T initiatives can’t all be tied to confirmed SEO ranking factors, and that’s okay.
25 Link-Building Stats for Your SEO Strategy [Infographic]
Looking to up the search engine rankings of your web pages? Check out these tips.
- Are you investing in a link building campaign as part of your SEO strategy?
- Want to learn why links are so important for achieving higher Google rankings?
- Links are one of the top two criteria considered in Google’s page ranking algorithm.
- 51% of marketers say it takes one to three months to see the impact of link-building efforts.
- 41% of SEO experts consider link building to be the most difficult part of search optimisation.
- 94% of the world’s content gets zero external links.
Search Competition: Who Are You Really Competing With?
But do you know who your search competitors are? Do you know who you’re really competing with for organic traffic? It may not be who you think…
- A SERP competitor could have only one page that competes with you, but if that page is ranking above you on an important SERP, they are your competition and you need to understand why they are beating you.
- Understanding how these pages are designed for the specific SERPs you’re competing for will help you better optimise your pages.
Full article: https://searchengineland.com/search-competition-who-are-you-really-competing-with-338403
How Can We Make the Most of Synchronous and Asynchronous Time in Distance Learning?
Effective distance learning blends both asynchronous and synchronous learning experiences to maximise the time together to build community and learn, while also providing autonomy for learners to engage in content, read, investigate and show mastery at their own pace.
- Breakout groups Show and tell Whole Group Lesson: Use this time to introduce fresh ideas or content where you can solicit input from students and encourage interaction.
- Create intentional time to connect and provide feedback to learners and ensure that peers can review and provide feedback and guidance.
What are your thoughts on the articles mentioned in this week’s marketing digest? Let me know on any of our social media channels. God-willing, we’ll be back again next week.
- 12 Common Content Marketing Mistakes to Avoid Immediately
- 4 Tips for Marketing Your Website to College Students
- Are You Considering Getting an E-commerce Website?
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