Ah, content, content, content. So much of what we B2B marketers do revolves around content. This week Dan Pacifico zooms in on Google’s new algorithm – Hummingbird – and how it will likely make search more intuitive and how marketers, meanwhile, need to remain focused on meeting the needs of web-property users. Leanne Terpak highlights a free, go-at-your-own-pace way to assess the value of your great content via Google’s new Analytics Academy. And getting straight to the heart of the matter, Jenn Vitello reviews the latest B2B content marketing report from the Content Marketing Institute and MarketingProfs (definitely worth a look). That’s our round-up. Thanks for checking it out.
Chuck Manners, CEO
With the summer months ending Google has been busy with updates to their search algorithm and also privacy updates in Analytics. You may have noticed that organic keyword traffic reporting has become almost all (not provided). This is disconcerting because many B2B companies measure their online brand presence by sorting organic traffic by branded and non-branded terms. Along with this update Google officially replaced their search algorithm with a new one that will be suited to deal better with the intention of an individual search query. The algorithm is named ‘Hummingbird’ and moves Google one step closer to understanding phrases -- what people are actually looking for -- and not just specific keywords that relate to specific meanings. This affects marketers and SEOs by saying that we shouldn’t be focused entirely on keywords but the intention behind those keywords and how our website will help the needs of the searcher. So until we get a better sense of how to measure our brands online we should remain focused on meeting the needs of visitors to our web properties. A good explanation of the two recent updates by Google can be found via the link above.
Dan Pacifico, Search Marketing Analyst
What’s trending right now in the digital analytics world is that on October 1st, Google announced that they’re starting the Analytics Academy, offering free community-based video courses about digital analytics and, more specifically, Google Analytics.
Each lesson will include an instructional video and a corresponding activity. The best part? You’re able to complete each course at your own pace during a three-week window.
Leanne Terpak, Analytics Director
In the 4th annual content marketing report from the Content Marketing Institute and MarketingProfs, B2B marketers who have a documented content strategy are producing more content than they did one year ago. The organizations who felt they were most effective had someone overseeing their content marketing strategy. Segmentation also emerged as a huge step forward with B2B marketers segmenting content by industry trends, profiling decision makers, company characteristics and even stages in the buying cycle. Check out this useful report and see how your company stacks up with its content marketing efforts.
Jenn Vitello, Content Manager