Content marketing has come a long way. There are countless examples related to the practice of content marketing dating back for several years. It is a constantly evolving process with new tips and tactics every now and again. But the core basics of content marketing remain the same as ever: the audience, the goal, and the method of promoting it.
The Progression of Content Marketing
The AIDA (Attention, Interest, Desire, Action) concept works even today. The content needs to grab the attention of the audience, build their interest in the products and/or services offered by the brand, build up their desire to have these products and/or services, and inspire them to take the final action of making the purchase. Readers need the content to be easily accessible, understandable as well as believable. Generally, content containing both text and images is far more likely to be absorbed and shared than content with text only. This is because visual stimuli attract the audience’s interest more than plain text. Content with images/video is more engaging and is retained in the audience’s minds. This is a tried and true concept with incredible results.
With the advent of technology, content marketing has become easier, more sophisticated and result-oriented. It is a surefire way of growing and improving any business.
Content marketing includes not only creating content but also effectively distributing it. It is very imperative for marketers to develop a content strategy which precisely elucidates their goals and has the potential to gain a high return on investment (ROI). Content distribution encompasses knowing the target audience, cultivating relationships and developing a repeatable framework.
Effective Content Distribution Tactics
Listed below are the steps involved in the process of content distribution:
- Finding the target audience: It is an excellent practice to find out on which platforms the audience are the most visible and then engage with them. Some examples of platforms are Slack, Reddit, Facebook groups and WhatsApp groups.
- Researching successful content formats: It is imperative to find out which content formats perform extremely well on the platforms which the target audience is active on.
- Requesting feedback: It is highly essential to request feedback from the users. This enables the content marketers to refine the content according to the suggestions made in order to gain conversions.
- Developing a repeatable framework: After all the tried and tested content distribution tactics have begun showing positive results, it is time to develop a repeatable framework so that the content distribution continues giving favourable outcomes.
- Conducting email outreach: Conducting targeted email outreach by personalizing the emails and asking users for feedback is a surefire way of retaining their interest.
The app campaigns in Google Ads can now be revamped to drive as many installs as possible within a short timeframe. These updates will help in streamlining the campaign creation process in order to generate more conversions.
New Google Ads Updates for App Campaigns
Listed below are the new updates to the app campaigns:
- Maximize conversions bidding in the app campaigns: Advertisers can make use of the ‘maximize conversions’ bidding which enables the app campaigns to be customized in order to generate as many installs as possible within a short timeframe. They need to follow the steps listed below:
- Clicking to edit the app campaign settings for installs
- Selecting the ‘bidding’ section
- Unchecking the box displaying ‘set a target cost per install (optional)’
- Saving the changes made in the campaign settings
The advertisers can provide their budget information and Google’s advanced machine learning technology will work in accordance so as to obtain multiple conversions for their app campaigns. It automatically optimizes the bids based on user intent. It also enables advertisers to determine an effectual cost per install (CPI).
- Simple image requirements for the app campaigns: There are several different sizes and other dimensions for image assets in app campaigns. Google Ads is now switching from size-based to ratio-based image specifications. The image specifications include the following aspect ratios that are used to scale the ads:
- 1:1 (square): 200×200 – 1200×21200 range
- 1.91:1 (landscape): 600×314 – 1200×628 range
- 4: (portrait): 320×400 – 1200×1500 range
Google is also raising the size limit for image files from 150KB to 5MB so that the advertisers can upload higher quality images.
A featured snippet is a notable block filled with information that appears above the organic search results in Google search engine results pages (SERPs). Google usually displays these featured snippets for certain queries (question forms such as: what/where/why/when/how/who) from time to time.
Various kinds of Featured Snippets on Google
A featured snippet comprises a synopsis (in any format such as: a list, a paragraph, a table, or a video), along with the URL, the page title, and the link to the webpage from which the answer was formulated. Google retrieves the information from one of the organic search listings on the first page of results and displays this information in the featured snippet. Also, Google offers the website credit by means of a link. This is an attempt by Google to simplify the search process for users. Without the need of clicking through to visit any website, Google provides the users with answers to their queries within the search results.
There are mainly three kinds of featured snippets: paragraph snippet, list snippet, table snippet. They are clearly defined below:
- Paragraph snippet: Paragraph snippets are generally used to answer questions such as: ‘who is’, ‘what is’, ‘why is’, and ‘how to do/get.’ These are the most favoured snippets.
- List snippet: List snippets are generally of two types (bulleted list and numbered list). The bulleted list snippets are used to answer questions such as those related to: ‘feature lists’, ‘unranked lists’, ‘ranked lists, and ‘best of….lists.’ The numbered list snippets are used to answer questions such as those related to: ‘DIY (do it yourself) tasks’, ‘recipes’ etc.
- Table snippet: Table snippets are used to answer questions such as those related to: ‘data’, ‘rates’, and pricing.’