Proliferation

Nov 09
0

Content Marketing or Targeted Ads—Which is Best?

By | content marketing | No Comments

When it comes to the world of digital marketing, there are a wide variety of methods that advertisers use in an attempt to reach potential consumers. And for Internet marketing, there are perhaps few methods that have become more engrained than using content marketing and targeted ads. And while each method offers advantages that companies should be aware of, a more thorough investigation makes it quite clear that content marketing is the better choice for those looking to generate a top-notch return on investment.

Content Marketing

Content marketing is unique from other forms of advertising because it doesn’t necessarily go for the direct sale. Rather than interrupting a Web user’s experience (think of those oh-so-hated pop-up ads), content marketing seeks to add to the Web experience by providing useful information or decent entertainment related to a company’s product or industry.

So how does content marketing really make a difference? First and foremost, quality content marketing efforts that also utilize best SEO practices can help provide a serious boost to a company’s rankings in Google search results. For example, if your company’s blog consistently provides quality, informative articles, search engines pick up that information and use it as an indicator that your company is an authoritative source of industry information. And that in turn will help a website move up in the search rankings.

Content Marketing Institute also notes that customers are much more trusting of content marketing materials than traditional advertising, citing reports from Nielsen and TMG Custom Media that indicate the majority of potential customers are more likely to buy a new product from a company that provides customized articles and other forms of content (especially those not-always-easy-to-reach Millennials). After all, which seems more reliable—a banner ad telling you to “buy now” or an article that offers an in-depth explanation as to why a particular product or service is a worthwhile investment?

This can also pay off when it comes to social media efforts. In today’s digital landscape, social media should be part of each company’s content marketing strategy—and rather than simply pushing the latest sale or product through a company’s Facebook page, companies (and their content) are more likely to get quality engagement by promoting blogs, articles and other pieces of useful information through social media channels.

Targeted Advertising

While there is certainly some value to be gained from targeted ads, studies indicate that this digital marketing method is not as effective as content marketing for providing an SEO boost, gaining trust of customers, or even in generating sales leads.

Targeted advertising takes advantage of Web data to deliver advertisements to the consumers most likely to be interested in a particular product or service. This is typically determined based on past Web browsing history and other online activities. While this may narrow the number of Web users who see a particular advertisement, these ads are much more likely to be reaching the consumers that are interested in the associated product or service, making them more effective than non-targeted ad placements.

However, this process is far from perfect. As Forbes notes, 54 percent of American companies still claim that identifying the right groups to target remains a major challenge. While a company may know who its desired target audience is, correctly identifying these individuals online—even with the help of algorithms and big data—is far from an exact science.

These targeting methods also cannot change the fact that targeted banner ads and videos—while still able to reach a more relevant audience—are still advertisements that interrupt a user experience, rather than contribute to it, as content marketing does. As a result, many online users are distrustful of targeted ads in general, and these methods are not always effective, even when reaching the target audience—in fact, some studies have reported display advertising click-through rates to be as low as 0.1 percent.

The Comparison

While both content marketing and targeted digital ads can play a role in boosting online leads and sales, studies comparing the effectiveness of the two practices have made it clear that content marketing has a distinct advantage. A study published on Moz reports that “the companies with the highest [digital advertising] ROI focus on blogging, organic search, and content amplification.”

Blogs, organic search, content amplification—these are all terms that are extremely relevant to content marketing. Be it through creating a quality blog, publishing in-depth articles on third-party sites or further promoting such efforts through social media, these content marketing tactics not only increase consumer trust, but also provide a needed boost for SEO—results that generate sales and leads in a way that more traditional methods of advertising—targeted or not—simply cannot achieve.

So when it comes time to decide how your company’s advertising budget will be spent, choose wisely. Targeted ads may seem like the easier option, but an investment in content marketing will typically yield better results, making it well worth the investment.

Sep 25
0

SEO: Then & Now

By | SEO | No Comments

Whether you went to Brigham Young University or the University of Utah, there’s a reason that your past course listings never included a class on SEO: change. Truthfully, the industry is developing at such an alarming rate that academia can’t keep up. What once worked to help build credibility with Google and Bing five or six months ago, more than likely, couldn’t be less effective in our current day and age. 

Needless to say, it can be difficult to stay up to date with the latest trends of the industry. In order to better understand where the world of SEO is headed, it’s beneficial to take a closer look at where it’s been.

Sep 25
0

6 Must-Have Consumption Metrics for Content Marketers

By | content marketing | No Comments

As is the case with almost anything of a professional nature, be it here in Utah or elsewhere, money is always the main driving force. For businesses, regardless of size or industry-specific dominance, when money isn’t being made, it’s being funneled into a variety of departments to, in turn, bring in more money. It’s for that very reason that each and every expenditure must prove its worth to a company. Truthfully, content marketing is no different.

As the shift from traditional marketing to that of a more digital nature continues its progression, more business owners are considering the aforementioned advertorial technique to attract new customers. That being said, so as to not burn through precious capital, how can the real value of content marketing be measured? With years of content marketing experience, we’ve got the answers:

Aug 12
0

8 Unacceptable Fonts for Serious Web Development

By | web development | No Comments

More than likely, ever since you were first able to open a Word document on your own, you’ve taken the time to examine the innumerable font types that Microsoft makes readily available for its users. While many of them are practical and have their rightful place in meaningful document creation, truthfully, there are quite a few that—outside of lemonade stands and birthday party invitations—have no place being used.

Drag digital marketing and web development into the mix and it becomes even more paramount that proper font selection be taken seriously. Still confused? No need to worry; the following infographic presents the eight most unacceptable fonts for those serious about their website design and development:

Fusion 360 - 8 Unacceptable Fonts for Serious Web Development (Fusion 360 Web Development)

Aug 12
0

Indicators [Besides PageRank] that Show Your Digital Marketing is Working

By | digital marketing | No Comments

When it comes to assessing one’s digital marketing strategy, most companies look almost exclusively to their PageRank to gauge success. Has their site moved up in Google’s search results? Then things are going well.

However, many marketing agencies would be quick to note that while PageRank is of extremely high value in the digital age, there are other factors that should also be taken into consideration. After all, having a high PageRank is great, but without other signs of success, it’s not as useful as one might think.

A successful digital marketing campaign produces quality content that not only improves PageRank, but also draws in new visitors to the site and keeps them coming back for more. Quality content provides site visitors with valued information or entertainment, which also results in more time being spent on the site and positive word-of-mouth that can bring in new visitors as well. As more time is spent on the site and the number of new visitors increases, Google recognizes the page as a source of quality information, and SEO continues to improve.

Of course, the ultimate measure of success for marketing agencies and their clients is an increase in sales leads generated by a digital marketing campaign. Ideally, digital marketing efforts will combine an SEO and conversion-friendly website, engaging content marketing and other methods with this end goal in mind. An increase in sales (or sales leads, depending on one’s business model) is perhaps the greatest measure of success.

Successful marketing agencies across the nation know that these factors are what ultimately contribute to a successful digital marketing campaign. As a company’s PageRank, number of visitors and sales leads increase, they can rest assured that their advertising efforts are getting the job done.

Jul 09
0

Keep Viewers Engaged: The Must-Haves of Web Development

By | web development | No Comments

Making a website look cool may seem like the perfect way to capture the attention of web browsers around the world. Maybe it is—but it is not how you get those browsers to stick around. Flashy pages may draw people in, but it is the content that will keep them engaged.

The number one way to keep viewers engaged is to keep them on the site longer. How do you go about convincing viewers that your site is worth the stay? Below are a few simple ways to take your site from trashy to trusted.

Keep Content ‘Above the Fold’

While many may think that keeping content “above the fold” is an age old practice meant for print media, it is still relevant online. “Above the fold” generally meant that the most important information was placed on a newspaper above the line where the paper naturally folds. That way people would see the most important information first and get drawn in to read more.

However, with web development it is still imperative to keep the information that is the most important above a certain point. Rather than a fold line, though, it will be a scroll line. Before the viewer has to scroll down the page at all, the content should be interesting and relevant enough to reel them in. That way, their glance over will cause them to stop and want to stay for more.

80 percent of viewers spend their time on websites without any scrolling. What does that tell you about technology users? They waste no time. Providing the most important information first during development will make viewers feel like your website is worth their time and will continue reading.

Incorporate Videos

With the rise of millennials came the rise of video in content marketing and web development. Technology has made everything faster, encouraging real time updates and anything that caters to short attention spans. While the number of people who read text Online has gone down, the number of people who watch videos has gone up.

Viewers retain 95 percent of content when they watch videos but only 10 percent when they read text. If you are worried about keeping eyes on your website longer, videos are the solution. They require eyes to stay on the site for a longer period of time, giving you more opportunity to peak interest and turn viewers into consumers.

After all, YouTube is the number two search engine in the world. That means that videos have a way of getting to people. There are a few reasons for this. In Susan Weinschenk’s research about customer psychology, she outlines four reasons why video works:

  1. The Fusiform Facial area makes viewers pay attention to faces because our brains are hardwired to believe human faces more than words on a page.
  2. The sound of a voice makes content more meaningful and adds needed color to text.
  3. Emotions and body language are actually contagious. Watching someone else feel a certain way about a product or experience can change the viewer’s own opinion.
  4. Movement is eye catching. It grabs viewers’ attention and holds it there long enough for intended messages to get across.

Using video is becoming common place in the marketing world. Involving it into your web development is imperative. Any site without video is voluntarily lagging a few steps behind everyone else.

Start With Minimalism

Some may think that people like choices. Well, that’s not necessarily true. Why do you think companies like In-N-Out with a 4 item menu or Apple with such uniform products have success? It’s because people like to be told what they want while still feeling that they have the freedom to choose. No one wants to be overwhelmed.

The trick is to be simple. Use minimalism in your web development that is pleasing to the eye and easy to read. On average, only 28 percent of website copy is read. Scanning has become the norm.

Using minimalistic design also forces every website to only include the important items. This will make it easier for certain messages to translate over to viewers. They will know exactly what a company is trying to say because the message won’t be hidden beneath unnecessary information.

Use Congruent Stylistic Techniques

Just as viewers don’t want to be overwhelmed with information, they also don’t want to be overwhelmed with too many different colors or designs. Choose a set color scheme for the website and use it consistently throughout web development.

Using the Adobe Kulur tool can easily solve this problem as it helps designers choose a scheme and lays out all of the colors that can play into that scheme.

Improve Loading Time

Going back to the short attention span phenomenon that permeates the modern age, loading time is an important factor. Viewers want to see the page almost instantaneously, and if something takes too long to load, they will have no problem leaving.

In fact, four out of five online users will leave a website if it takes too long to load. That’s 80 percent of viewers. Losing 80 percent of viewers is a big price to pay for such a small problem.

According to surveys by Akamai and Gomez.com about half of users expect to have the page loaded in two seconds. If it takes past three, they usually bail. Don’t worry, Google developed a tool called Page Speed Online so any web developer can measure the speed of their page and improve development.

Separate Hyperlinks

Hyperlinks may not seem like a big deal as long as they are included, right? Well, apparently those sites that change the color of hyperlinks from when they haven’t been clicked on to when they have been clicked on have proved to be more effective. 

Making sure hyperlinks work is vital in web development, but separating the color based on click status is something that viewers like to see. It is helpful to the user which will ultimately benefit the web developer.

Always Include Search Bars

Search bars are a must-have for any web development. They may almost be more important than hyperlinks because it allows a user to easily navigate through a website. If a viewer comes to a site looking for something specific and can’t find it, that could cause them to give up altogether.

Search bars should be large enough to incorporate 27 characters which allows users to search up to 90 percent of their questions. This way potential consumers will have a greater chance of actually sticking around because they know that they can find what they need.

Make it Different

Although it may not be the most important technique to keep viewers engaged, it will initially reign them in. Using a unique design on web development will help viewers to feel connected to a website and find personality within a brand.

Avoiding stock images and instead use an original design in web development that will leave a lasting impression. This will ensure that users will not only be drawn to the website but will want to return. Make sure this is the cherry on top, however. Just because a website is flashy, doesn’t mean it will convince viewers to stay. Combine style and strategy for a website design that will last.

Fusion 360 - How to Keep Visitors Engaged on Your Website (Fusion 360 Web Development)

Jun 19
1

Coming to Better Understand ‘Content PR’ In the Digital Age

By | content marketing, public relations | No Comments

Defining the subtle differences between advertising, marketing and public relations can be a difficult endeavor, even for the country’s most successful ad agencies. While answers certainly exist as to what barely separates and drives the booming communicative fields, most communications professionals have always felt that—on the flip side of things—content marketing and digital PR were held at opposite ends of the spectrum by way of huge distinguishing factors.

In reality, however, the overlap is prominent, to say the least. In fact, so joined at the hip are the two practices that—sooner, rather than later—you’re bound to hear the term “Content PR” being tossed around down at the office. Needless to say, whether it’s content marketing or digital PR that you consider your God-given forte, there’s bound to be a heavy mixture of both advertorial tactics.

As an improved spinoff of traditional marketing, content marketing is focused primarily on the creation and distribution of meaningful content which, when consumed, both engages and acquires a target audience. Interestingly enough, PR strives to do something very similar: build rapport and trust with a predetermined demographic. In time, as the aforementioned specialties continue to evolve, the dividing line of separation between content marketing and PR promises to become thin.

Distribution Is Just as Important as Production

Does the term “churnalism” ring a bell? You might’ve heard it mentioned a few times during an introductory journalism course in college or while working an entry-level gig at any one of America’s many ad agencies. “Churnalism” refers to a writing style that’s centered on quantity, rather than quality.

When done properly, content marketing needn’t be an activity in speedwriting; moreover, an exercise that aims to examine the questions and concerns of consumers—a very PR-driven concentration, in its own right—and address them through published content. Sure, production is important for content marketing to take effect, but it means absolutely nothing without sound distribution techniques.

This is where PR comes into play for marketing agencies. Content marketers and their respective agencies tend to allocate the majority of their publication efforts towards channels that they rightfully own and manage. Owned media helps with long-term growth, search-engine rank and becoming an industry-specific thought leader, but there’s more out there to be discovered.

On the other hand, PR spotlights the importance of earned media. Of the matter, says ContentMarketingInstitute.com, “Key elements of marketing are to attract an even greater audience, lead pool, and increasing brand awareness. While content marketing beefs up one’s owned-media outlets, PR bolsters earned media and likely garners new eyes for a brand.”

Brand Reputation Is Strengthened With Every Link Hit

Blogs are important and most content marketers already know it. They have to know it, seeing as how they spend countless hours crafting engaging posts for both blog subscribers and those who might stumble upon their site through random Google searches or social posts. With that in mind, however, blogs aren’t necessarily the most important thing for content marketers and the agencies at which they work.

Let’s say, for example, that the CEO of your tech startup has a new app update that he or she would like to announce to the world. Obviously, a well-written blog post should be crafted to help get the word out. When shared through a company’s numerous social platforms, people are going to learn not only what said update is and how it can help them, but how they can get their hands on it.

That being said, blogs aren’t always the perfect solution for agencies. The problem with blog posts lies in the fact that there’s a certain self-serving stigma that surrounds them. Now, imagine if The New York Times or The Wall Street Journal wrote a piece on your startup’s newest app update. Not only would more people know about it, but they’d be more inclined to believe that such an update could really help them. If this sounds like a worthwhile pursuit, go nab your closest PR representative and get to work on gaining coverage.

Content Marketers Must Think About the Bigger Picture

Writing purists will argue that the world’s greatest authors wrote, write or will write for writing’s sake. This sort of utilitarian approach is fine, but usually there’s a greater good that’s being accomplished. In the case of the aforementioned authors, making a living, providing for loved ones or presenting an important message all might take the proverbial cake as a main motivating factor.

As far as agencies are concerned, content marketing is no different. At its core is a heavy editorial skill set, but there’s so much more that’s being accomplished through the strategic writing process that’s often forgotten. Content marketing agencies must remember that they’re not writing to meet deadlines or to fulfill a quota; they’re working to better serve digital audiences healthy doses of incredible stories, industry-shaping news and groundbreaking ideas.

More often than not, PR helps content marketers fine-tune the emphasis being placed on the public. In the process, fresh insights, new angles and creative perspectives are formed and implemented.

Truthfully, it shouldn’t matter if it’s a basic blog composition or a bit for The Huffington Post, if a target group is kept in mind right from the very start, the end result will be worthy of everyone’s time and energy. With a similar goal driving both content marketing and PR, it won’t be long until “content PR” becomes a mainstay of any communications team.

Fusion 360 - Coming to Understand Content PR (Fusion 360 Agency)

Jun 19
0

Vine: Building a Brand In 6 Seconds or Less

By | Social Media, video production | No Comments

In just a couple of years, Dom Hofmann, Rus Yusupov and Colin Kroll—the original creators of Vine—have proven that being long-winded isn’t necessary to get a message across. Seriously, it only takes six seconds or less. Still not convinced? As of April of this year, Vine—a short-form, video-sharing smartphone app— had managed to attract over 40 million registered users.

With upwards of 12 million Vine videos being uploaded to Twitter and other social platforms each and every day, it’s hard to argue against the strange, yet successful amateur video production outlet. Sure, it’s fun to watch miniature videos of house cats making fools of themselves or young, unsuspecting fathers taking a wiffle ball or two to the groin, but is there any real video production or social media marketing value with Vine?

Seeing as how more than half a trillion Vine loops run annually, the answer to the aforementioned question is a positive one. With that in mind, however, there are certainly better, more approachable methods for making Vine an effective tool for brand building. The following are a few of the more prominent strategies:

Product Demos

Nowadays, it seems that most people prefer online shopping over having to actually get up and go to a nearby store. While true, it’s much harder to purchase an item without the luxury of having it right in front of you. Simply put, digital buyers want as much information as possible made available to them so that they can shop smart.

Vine videos, coupled with a bit of video production magic, do an excellent job of highlighting a product’s most defining characteristics. When viewed in action, people—without physically being present—are much more willing to invest their hard-earned cash in whatever you’re selling.

Keep Things Light and Entertaining

Nearly 23 percent of 13- to 17-year-olds are active on Vine from a mobile device. Truthfully, few social outlets rival Vine for targeting Millennials through video production. There’s a reason for that: entertainment. Honestly, there aren’t many young people who consciously care about product reviews or brand history.

Instead, they prefer to enjoy social media while laughing and that’s exactly what Vine does for them. Regardless of the industry that you represent or how funny you may or may not be, make certain to provide your followers with Vines that’ll keep them coming back for more. That being said, there’s a fine line between what’s pleasantly hysterical and the compromising of brand values.

Company Culture on Full-Display

In past decades, it’s been near impossible for companies to develop meaningful relationships with their customers. Through social media—in this case, Vine—that’s no longer the situation. If you’ve seen MTV’s hit show “Catfish,” then you’re more than aware of such a reality. Being in the same room is no longer necessary for genuine dialogue to develop. For example, consider creating a handful of videos that focus on the subtle ins and outs of your business’ culture.

Though it’s unlikely that potential clients be drawn to you because of your insane ping pong skills or ability to beatbox by the water cooler, when it’s time for a buying decision to be made, they’re more likely to remember your social and video production presence than the minute specifics of your competitors’ product or service rates.

Social Engagement

Engagement is the real beauty behind social media. Think about the last time that you were at a retail store and the sales clerk hit you up for your email address to add you to the store’s “system.” Unbeknownst to most, this is a pathetic attempt at B2C interaction. Sure, if you toss your personal email address their way, you’ll probably receive a couple of promotional coupons.

But before you’ve even made the decision to open a promotional email, you’ll have already registered their account as spam. Ya see, when social media—more specifically, social media with a video production twist—is made a mainstay of a marketing, consumers aren’t interrupted with information; they voluntarily pursue it and are met with more than they’d originally expected.

Maybe you’re experienced with social media; maybe you’re not. Perhaps you’ve dabbled in a few beginner video production projects; on the other hand, you might not even known how to work a basic camera phone. In spite of your experience—or lack thereof, for that matter—to survive as a digital marketer in today’s fast-paced environment, adaptation is key. Vine, along with a host of other social channels, isn’t so much of an option as it is a necessity.

Jun 18
0

8 Web Design Flaws That Promise to Drive Away Visitors

By | web development | No Comments

Having your own little corner of the Internet in today’s day and age is all the rage. Whether it be for personal or entrepreneurial reasons, maintaining an eye-popping, up-to-date website is essential for not only attracting digital audiences, but for keeping them there once they’ve arrived.

That being said, if you’ve spent any amount of time either building a website or working as a web design specialist, you know that attracting audiences is a task easier said that done. If you’re intent on constructing a site worthy of widespread approval and traffic on the World Wide Web, there are a handful of mindless mistakes that should be avoided at all costs:

1) Poor Site Navigation

Few things are as frustrating for Web enthusiasts as poor site navigability. Customers shouldn’t ever feel confused or annoyed at what a website offers them. Far too often do web design specialists—even those with years of experience—provide visual elements which are difficult to interpret or scatter main navigation links all over a homepage. If such feelings arise because a user can’t quickly find what’s being searched, it’s unlikely that he or she will ever return.

2) Far Too Many Advertisements

This is more of an issue for bloggers and digital publication sites, but it’s still something that shouldn’t occur. While your site might rely on ad revenue to stay afloat or pull a profit, there’s no reason to bombard visitors with unending advertisements, many of which are difficult to exit out of. Never allow for ads to be the first thing that a user sees or for them to take up more room than your actual content does. Furthermore, and of extreme importance, pop-up ads can’t cover up the very information your guests are hoping to consume. With ads, the more discreet the better.

3) Poorly Organized Content Structure

More often than not, when conversion and retention rates suffer, poor content structure is somehow involved. In fact, it’s estimated that upwards of 50 percent of digital sales are lost when potential customers can’t easily find what they’re looking for online. Keep things simple, especially with your site’s content layout. If information can be presented on a single page, allow it to happen. Truthfully, this sort of problem presents a quick fix. Bold headings, introductions and highlighted keywords do more for enhancing content structure than just about anything else.

4) Content Inconsistency

Ever thought that you’d found the perfect site for what was needed only to realize that the site’s content was last updated four or five years ago? Though potentially accurate, inconsistent publishing is a huge deterrent for Internet users. If writer’s block has you at a loss for words, consider adding a blog to your personal web domain. Blogs are great for updating visitors with the latest information, news and interest-specific trends. Once the proper balance between interactivity, design and content production, has been discovered, the clicks come pouring in.

5) Forced Website Registration

These days, it seems like personal information is given out on a daily basis. Whether it be the creation of a new social profile or a rewards card at the grocery store, everyone wants access to your email address. It’s for that exact reason that people are hesitant to hand over personal information. If possible, allow visitors to register for site access without being hassled. When unavoidable, at least give users a taste of what they’re about to sign up for.

6) Overbearing Video & Audio

People love options. For experts of web design, this is a pivotal part of any design strategy. Speaking of the power to choose, reports KissMetrics.com, “Most people value their ability to choose what content to absorb. Having video or audio that loads automatically can potentially drive visitors away.” Audio and video are both excellent for keeping visitors on your site. With that in mind, however, when automatically loaded and implemented, dissatisfaction often ensues.

7) Visual Crowdedness

Visual discomfort doesn’t only come about when images and videos overload a page; unusual fonts, abrasive colors and obvious typos all play their respective roles in giving any visitor an unpleasant experience. Ideally, if the budget is there, a web design professional should be contacted for additional help. Seeing as how color palette, typeface and site tone can have a tremendous impact on customer conversion rates, it’s key that the best that the industry has to offer be consulted.

8) Dull Design

The entire purpose of a website is to feed valuable messages to earnest seekers of knowledge. If a site is dull, that end goal is hindered in its efficiency. At the end of the day, memorable moments are what bring people back to a site, time and time again. Yes, it’s true that minimalistic websites can be both beautiful and engaging, but when built improperly, they’re more an eyesore than anything else. Even worse, when tragically coupled with weak content, it’s literally impossible that a web domain succeed.

Whatever your specific design needs might be, heavy traffic is going to make the necessary time and effort required for building an incredible website worth the hassle. Needless to say, when the aforementioned design catastrophes are consciously bypassed, websites flourish.

Fusion 360 - 8 Apparent Web Design Flaws (Fusion 360 Web Development)

Jun 18
0

4 Thriving SEO Content Types Which Guarantee Driven Traffic

By | SEO | No Comments

There’s no need to talk with an SEO specialist about the importance of quality content and the strategic sharing of thereof. They already know all about it and, more than likely, have the software in place to help them figure out not only when a specific bit of information should be published, but where it should be made available for the digital masses to consume.

Oftentimes, the tricky part comes from determining exactly what kind of content should be produced. Think about it. From hysterical lists and memes to informative product reviews and e-books, the type of material that’s created can very much influence the level of rapport that’s built with Google or Bing. Needless to say, certain content types promise to perform better than others:

1) Blog Posts

Truthfully, it almost seems like the term “blogging” has become a buzzword in recent years. While you might have already grown tired of maintaining your own personal blog, it’s unlikely that the editorial practice go away any time soon. As traditional journalism rides off into the proverbial sunset, typical people—with little to no marketing or SEO need—have taken over and are now gaining the attention of millions of eager eyes each and every day.

Currently, blogs come in as the fifth most trusted source for digital information amongst active Web users. You read that correctly, right? Good, because this is where you—the SEO or content marketing guru—come into play. Business blogging isn’t like traditional blogging; it’s not an option. To more fully establish yourself as an industry leader with colleagues, potential clients and search engines, blogging is key.

In fact, studies have show that those who regularly blog are 13 times more likely to produce a positive ROI for either themselves or their respective clients. On average, companies that blog receive 97 percent more links to their sites than those who bypass the booming SEO practice. Don’t be on the outside looking in. The only thing that an active blog costs you is time; clearly, it’s well worth the investment.

2) Infographics

Though blog posts are splendid and can contain a wide variety of valuable data for site visitors to enjoy, generally speaking, they are lengthy and can’t be read in a handful of minutes. With audiences constantly being bombarded with digital distractions, you and your client need to provide content that’s both helpful and succinct.

It’s for this reason that, in the past few years, infographics—presenting complex data or information in a visual, easy-to-read way—have burst onto the Internet marketing scene and have become a secret weapon of sorts for SEO marketers. Even the science behind the eye-popping tool indicates to leaders of the SEO industry that infographics are here to stay.

For example, 50 percent of the human brain is involved in visual processing. Furthermore, research has found that colorful visuals increase piece readability by upwards of 80 percent. With that in mind, it’s no surprise that people remember over 80 percent of what they both see and do. Infographics play off of that innate tendency and, as a result, are liked and shared through social media up to three times more often than generic content.

While it’s preferred that a graphic designer within your professional network take on the responsibility of infographic production, the Internet does offer a number of do-it-yourself programs for those with smaller budgets.

3) Videos

As the desired attention spans of consumers become more and more difficult to attract and maintain, the importance of video skyrockets. Whatever your video centers on, it’s imperative that the communicated message be powerful in a memorable way. When crafted ingeniously, the SEO value of video is off the charts.

Does your client offer a groundbreaking new product or service? Consider a tutorial video to bring to light the brilliance of the money-making entity you represent. Seriously, 64 percent of people are more likely to invest in a product after viewing a video about it.

That being said, if things are being done at the ad agency or marketing firm level, implement a creative video or two to give on office tour or to show the lighter side of how things work down at the office. Internet users that voluntarily watch videos on a website—even if they’re of a commercial nature—spend 88 percent more time on said site.

Shockingly, using video as a means of SEO promotion, content marketing and social prowess is a relatively uncharted endeavor. Only 24 percent of brands use online videos to market themselves. Yes, it’s somewhat of a trying endeavor, but the payout is huge.

4) Podcasts

A few years back, podcasts were all the rage. Wrongfully, in today’s day and age, it seems that marketers and SEO experts have practically abandoned the homegrown media outlet altogether. Podcasts aren’t only for sportscasters and long-winded politicians, they’re for anyone with a message worth promoting.

In reality, podcasts are a great form of content. Seeing as how iTunes houses well over 250,000 podcasts, the medium is clearly still relevant. Not only do podcasts allow for the mobile ingestion of intelligence, but they’re easy to make, entirely free and allow producers to share a message with a broad audience. It’s that very level of accessibility that has over 46 million Americans over the age of 12 downloading them on a monthly basis.

As a helpful tip, when used for marketing purposes, it’s a good idea to combine one of the aforementioned content genres with your podcast to build intrigue and generate discussion. Additionally, publish the podcast’s transcript on your website to add even more SEO value to the effort.

Whatever level of SEO or digital marketing experience you have, knowledge is best obtained through experience. If you have yet to experiment with a certain content type, give it a whirl. When all is said and done, the product- or service-pushing magic you work on the World Wide Web—with an SEO twist, of course—will be heavily linked to the different kinds of content you manufacture and present for all to see.