How Google News Can Double Your Content Marketing Results

Why incorporate Google News into your content strategy

Google News is an excellent way to use content marketing because it provides key points and statistics that will drastically improve a company’s engagement on a content marketing item. The site gives the firm updated and recent news from around the world.

To see it, type “Google News” in the Google search bar and click on it again when it pops up as the first search option. You can automatically receive Google News alerts by following these steps:

  • Click on Google Alerts Page.
  • Type in a search term to track.

  • Click “Show options” (below the search box) and pick the perferred option.

  • Pick a source for alerts.

  • Pick the language and region.

  • Decide how many results to see: “all results” or “only the best results.”

  • Pick a delivery email address (the location where Google will send alerts).

  • Click “Create alert.”

Since Google News is a huge database of articles and statistics, it can make content marketing much more legitimate and factual. In turn, this helps to build a company’s overall credibility with its audience.

New topics show trends

To generate new topics on Google News, simply type keywords that relate to the content you are looking to develop. That will display a variety of related topics for you to explore.

For example, if you are looking to write content about a cooking service, there are many keywords that can be associated with that topic, such as “meat,” “cooking” and “recipe”.

By using Google News alerts in conjunction with the company’s niche, the topics will remain relevant because they refer to the trends at that immediate moment in time. Being timely also helps improve your search engine optimization (SEO).

Want to learn how to drive SEO traffic to a company and increase its rank? Check out Tempesta Media’s guide.

Trending topics

Taking the process a step further, for a big boost to content marketing efforts, a company may want to create content that generates traffic from trending topics. Those can be found simply by typing “trending news” in the Google search and seeing what popular news shows up.
Another technique is to learn to figure out what keywords those articles are using so your company can use them for its own content marketing and generate more traffic.
Tempesta Media has a team of experts who can help companies seeking the advantages of content marketing. Learn more about Tempesta Media’s content marketing services and find out how we can help you attract more customers.

Increase your content marketing ROI without spending more money

Intent data and micro-target segmentation can drive actionable results for your content marketing program

CIO Magazine recently put out an article about the use of intent data on content marketing.  While the article does a good job of introducing the concept of intent data for content marketing, in my opinion, I don’t think the article went far enough in providing actionable insights for CMOs and heads of content marketing.
Unlike even two years ago, content marketing has become much more saturated.  Nearly every business is, at least, attempting to implement some form of content marketing.  Most start with regularly posting to their blog.  As they begin to see initial results, the next question that comes into their minds is, “OK, now how do I get even more and better results?”.
A knee jerk reaction may be to increase blog posting frequency.  While this is likely to generate some scale, it is not the most efficient and ROI-maximizing approach available.
This is why I was excited to see the CIO Magazine’s article on applying intent data to content marketing programs.  I have always believed that if you get the right message, to the right audience, at the right time, marketing magic can happen.  Intent data can do a great job of defining the right audience.
Here are some techniques most B2B businesses can use to gather some intent data from their Google Analytics accounts.

Adding custom segments

Google provides a robust audience segmentation tool that allows user to tightly define an audience.  You can choose from a myriad of segmentation options including: demographic, behavioral, visitor origination location and much more.
Custom Reports Google Analytics for Content Marketing

Patterns before custom segments

While many companies have a pretty good understanding of their main target audience, what most don’t have a firm grasp of are the micro-target audiences, which lie hidden within the main target audience.  It is these micro-target audiences that you need to identify and observe.
This is where custom segmentation, within Google Analytics, comes into play.  For example, let’s say that my main target audience consists of females, between the ages of 25 and 45, residing in the United States, and who frequently eat dinner out of the home.
If I had entered all those data inputs first and created by custom segment, it would be difficult for me to uncover those potential micro-targets.  Instead, I should identify patterns using my conversion goals.  Here’s how:

  • Login to your Google Analytics account and select “Conversions”. Create a segment that just contains all “sessions with conversions”.  Don’t add anything else to this segment.
  • Go to “Behavior” and click on “Behavior Flow”.
  • Highlight behavior flow by selecting your segment called “sessions with conversions”. Now, you will be able to see how your converters entered your website and the path they took to ultimately converting.

Patterns and Conversions Google Analytics Content Marketing
This information can be used to determine what the converter’s intent was before they raised their hand and converted.  In the screenshot above, clearly the audience was interested in better understanding the company’s solution and wanted to receive samples.
As a marketer, I would want to use the information gleaned from this report and focus my A/B testing not on the landing pages that users are initially directed to, but to the samples and solutions pages.  It’s those that have arrived here have moved from the awareness stage to the interest stage of the purchase funnel, but have not yet taken action (conversion).
These are the people we want to focus on converting.  It’s also at this stage that actions you take can have a major impact on your bottom funnel conversion rates, without spending another dollar on media.
For content marketing purposes, we want to better understand these two pages and understand where those who abandoned here went.  Where they immediately went will help inform us on what deficiencies these pages have and what additional content and content marketing education we need to do to them.

Where micro-targets emerge

While the information that we have uncovered so far has strong value, in and of itself, what we’re after is micro-target audiences AND their intent.
We still have not broken down our converters further into micro-target audiences.  To do so, start by segmenting by the visitor’s source.  You can do that by clicking on the drop-down menu located in the top left-hand corner of your Behavior Flow.
Select either “Source” or “Source/Medium”.  Then, pick a source that you are interested in exploring further and highlight all traffic through that source.  Doing so will quickly help you identify which audiences are coming by source.
In the example below, I highlighted traffic that originated from Google.  Here, we can see that an interesting trend emerges.  Visitors who originated from Google were lower in the purchase decision funnel than other visitors.  This is apparent by seeing the high proportion of visitors, who went straight to the pricing page.
Micro Targets Google Analytics Content Marketing

Intent data + micro-target segmentation = content marketing success

Clearly, the messaging and/or medium used are driving prospective lower funnel visitors.  This is important because we have not only identified a micro-target audience, but we have determined intent.  You are now halfway to winning the conversion battle!
Having intent data at the micro-target audience level now gives you actionable data that you can implement in both your content marketing and demand generation programs.
Sources
CIO Review:  https://www.cioreview.com/news/significance-of-intent-data-in-content-marketing-nid-27947-cid-51.html
Google Analytics:  https://analytics.google.com/analytics/web/

9 ways to reduce your bounce rate and increase page views with content marketing

Investing in content marketing should have a dramatic impact on your bounce rate (if your bounce rate is still high, there is likely an issue you’ll need to address).
Bounce rate is an important measure of your page’s ability to attract readers.
Bounce rate is the number of single-page visits to your site. The term essentially explains itself. Imagine a fly landing on your website, and leaving instantly after touching the ground – these are the types of visits you are looking to avoid.
Any internet browser will easily cite low-quality content as the simplest reason why a person will leave or “bounce.”
The good news is that bounce rate is not a very complicated concept. Better news than that is that decreased bounce rate will mean an increase in page views. Wow – you can fix two problems at once!
So how can you work on your page views and your bounce rate at the same time? Here are a few simple solutions:

Increase the quality of your content

No technique or superior analysis can beat great content. Quality content is the primary assurance that a browser will stay on to read your page and click your links. Choose the right language according to your target audience. The right words can best explain difficult or confusing concepts and give your readers the information they require.
Write articles that actually provide value to the reader, not just regurgitated nonsense. People are busy, and busy people don’t have time to read about concepts they already know.

Keywords unlock content performance

Swiping fingers will automatically pause when there is an interesting topic. It is your job as a content creator to figure out how to best formulate that topic into keywords. These couple of words when used in the title and headings will maximize SEO. Be sure to include your chosen keyword in the title and the first sentence.
Google places more emphasis on the beginning of the article as typically that tells the reader what they are about to read.

Ensure readability throughout your articles

Great content is even better when combined with essential keywords. However, the truly enjoyable read for browsers also comes in a consistent professional-looking format. You should also be mindful of general concerns. Make sure your site loads quickly and that it remains readable when accessed via smartphone. A great overall experience will make a reader stick to your page – and not bounce. Thus, readability should be the primary goal of any content creator.

Pace yourself by with blog series

For longer content or keywords that need room for optimum discussion, it would be wiser to create a series of articles. Don’t jam all the concepts at once. A series gives you the chance to decisively untangle complicated ideas. It gives readers the time to digest. This also gives you a better chance of convincing readers to click on for the next article in the series and other related links.

Use meta titles and meta descriptions for optimized content

Meta titles and meta descriptions should be given special focus because they appear on the search results page. Choose your keywords carefully and include them in your meta title and meta description. This will increase the chances of your page being found by anybody searching about the topic of your article.

Provide relevant links for SEO

There are two easy-to-follow rules when it comes to creating links. The first is that the phrase associated with the links be appropriate or related to the content. The second is that the links work.
There is no limit to the number of links you can include in your blog article as long as it adds value to your topic. Use both internal and external links and place your links in multiple spaces in your page.

  • Internal links should appear first to establish your site’s authority and broad content.
  • Post related and relevant blog articles at the bottom of your website pages.
  • Post featured blog articles or resources as a sidebar.

Use SEO plugins

Aside from using links, take advantage of SEO plugins. These help to expand the range of your source software using special functions for SEO, marketing, analyzing key performance indicators and many more.

Make your website secure: http vs. https

After the recent issues with data security, readers are very concerned with how their personal information is used. Make sure your website includes discussions that will placate their anxieties, which is especially true for pages that ask for these details.
The easiest way to secure your website is by making sure that you are linking to secure sources within your content. The same goes for internal links as well – make sure any internal links within the content or your website page are secure https website addresses.

Revitalize old blogs

Be it songs or movies, many old versions are still viable with just a few tweaks. This can also be said for your old blog articles. Check which ones are still generating traffic and make a few adjustments to keep them germane to your business. Start with updated information and examples, especially those that deal with technology. Add, remove or change links. Also, make sure the format is consistent with your new blog articles.
If you strive to work on all these aspects of your content, your page views will soar and your bounce rates will drop. You can also partner with a company that can expertly do all the heavy lifting. Tempesta Media has thousands of writers who can expertly work on your chosen keywords and ensure the optimum readability of your content.

Why should you care about Google's AMP project?

It was not exactly a surprise when Google announced it would now include mobile friendliness as an important ranking signal. According to Google, more searches happen on mobile devices than desktops, and this is unlikely to change anytime soon. As further proof of Google’s desire to improve the online mobile experience for users, the search engine giant has created the Accelerated Mobile Pages project. AMP is an initiative designed to help publishers create web pages with faster page speeds on mobile devices.
Google AMP offers two core benefits to adopters of the open standard:

To further illustrate why AMP should matter to marketers, below are five reasons to explain its potential impact on the mobile front.

AMP’s emphasis on speed is more relevant on mobile

Any digital marketer who has ever studied analytics data knows how important page speed is, especially when it comes to sustaining visitor interest. It even has a quantifiable effect on search engine rankings.
Page speed, however, is even more important on mobile, where users who are likely to be on the move expect websites to load quickly. Even today, the mobile web experience can be a mix of hits and misses.
Some sites have a responsive design, resulting in decent load times. Meanwhile, others look no different from their desktop versions, creating a bloated experience on smaller screens and constant zooming in and out.
Moz’s mobile optimization guide offers a concise explanation of the importance of page speed on mobile: “Because of hardware and connectivity issues, page speed is even more important for mobile users than desktop users. Beyond optimizing images, you’ll want to minify code, leverage browser caching, and reduce redirects.”

AMP solves some flaws of responsive design

Responsive design is the most popular option for ensuring websites render seamlessly across devices of varying screen sizes. While responsive design works, its focus is more on resizing web pages for smaller screens, not so much with page speed itself.
As a result, many sites first designed for desktops carry a lot of unnecessary code when shifting to mobile, which in turn affects page speed.
In contrast, AMP uses its own format to create a separate mobile-optimized version of a site, which Google automatically pulls when displaying it on mobile devices. AMP takes out many extraneous elements when displaying pages, such as the menu bar, footer, and category interfaces, creating a leaner, faster-loading site.

Faster page speeds directly affect conversion rates

Speed has a direct link with a site’s conversion rates. With large e-commerce sites, even slight delays when rendering pages, viewing images, and making purchases can hurt the conversion rate. Worse, it can cause users to abandon the purchase process altogether. In fact, a Kissmetrics report detailing several load speed test stats shows that a site making at least $100,000 a day can stand to lose up to $2.5 million in sales for a mere 1-second delay in page speed.
In other words, AMP’s focus on faster page speeds should have a visible effect on a site’s conversion rate, helping retain customers throughout the purchase cycle.

Better integration with ads

Besides faster page speeds, the Accelerated Mobile Pages project gives publishers another reason to adopt the open standard: streamlined and better-performing ads.
Most recently, Google compared ad performance on AMP and non-AMP mobile pages across 150 different publishers in May. Viewing rates on AMP ads were significantly higher across more than 80 percent of publishers. Likewise, clickthrough rates were higher across more than 90 publishers with AMP-optimized ads.
Of course, using AMP ads are by no means a guarantee of more ad conversions. After all, many people simply don’t like ads, regardless of where they’re placed or how they appear.

AMP will potentially affect SERPs

For now, Google has made it clear that AMP’s effects are limited to the mobile front. Initial tests show that AMP pages appear as a carousel of links above regular search results. This clearly means regular search links are being displaced in favor of AMP pages.
It’s important to note, however, that this is only happening with mobile search results. Time will tell how it affects general SERPs.

Conclusion

Because AMP is free and offers several benefits to adopters, there are very few reasons not to use it. Google has marketers and publishers right where it wants them. So it is ultimately up to businesses and site owners to decide if they want to offer a speedy mobile experience to their audience. This is what Google has been adamant on doing all along. If you want to ensure you are maximizing your efforts with Google, however, you need quality content to truly propel your content marketing conversion rates. Contact us today to learn how we can optimize your content marketing strategy.

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