Sun.Feb 24, 2019

The Importance of Crisis Management for Social Media

Spiralytics

All companies should be prepared and ready to deal with possible PR crises, because they can damage a brands image and reputation. No matter how big a company is or how popular they are, complaints are inevitable.

White Label Marketing Tools: 9 to Seriously Consider

ClearVoice

From social media marketing management to complete web design, the market is saturated with digital marketing tools and services. Among the many available, a number are also specifically designed with white label functionality for agencies.

Tools 97

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How to create content For local SEO

Pearl Digital Marketing

Many financial planning firms are local businesses and rely heavily on a local client base. Because of this, it's important to be found by locals looking for financial planning help. In today's digital environment, financial planning firms need to know how to create content for local SEO.

SEO 83

The Case for Slow B2B Marketing

TaylorMadeIn KEW

A few years ago I attended a marketing conference and a presentation by Maria Burpee, who was a senior marketing director in a global B2B technology business at the time.

Case 81

The Account-Based Marketing Playbook

Account-Based Marketing is a strategy, not a solution.

Matt’s App of the Week: MadKudu

Heinz Marketing

I’ve long railed against the largely arbitrary nature of most lead scoring systems and methodologies. We assign points to activities and triggers we believe are important or valuable, but how often is that based in what’s really worked in the past? How often are our lead scoring methodologies tied to proven attributes of current customers and past converted prospects?

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Advanced Linkbuilding: How to Find the Absolute Best Publishers and Writers to Pitch

Moz

Posted by KristinTynski In my last post , I explained how using network visualization tools can help you massively improve your content marketing PR/Outreach strategy —understanding which news outlets have the largest syndication networks empowers your outreach team to prioritize high-syndication publications over lower syndication publications. The result? The content you are pitching enjoys significantly more widespread link pickups. Today, I’m going to take you a little deeper — we'll be looking at a few techniques for forming an even better understanding of the publisher syndication networks in your particular niche. I've broken this technique into two parts: Technique One — Leveraging Buzzsumo influencer data and twitter scraping to find the most influential journalists writing about any topic Technique Two — Leveraging the Gdelt Dataset to reveal deep story syndication networks between publishers using in-context links. Why do this at all? If you are interested in generating high-value links at scale, these techniques provide an undeniable competitive advantage — they help you to deeply understand how writers and news publications connect and syndicate to each other. In our opinion at Fractl , data-driven content stories that have strong news hooks, finding writers and publications who would find the content compelling, and pitching them effectively is the single highest ROI SEO activity possible. Done correctly, it is entirely possible to generate dozens, sometimes even hundreds or thousands, of high-authority links with one or a handful of content campaigns. Let's dive in. Using Buzzsumo to understand journalist influencer networks on any topic. First, you want to figure out who your topc influencers are your a topic. A very handy feature of Buzzsumo is its “influencers” tool. You can locate it on the influences tab, then follow these steps: Select only “Journalists.” This will limit the result to only the Twitter accounts of those known to be reporters and journalists of major publications. Bloggers and lower authority publishers will be excluded. Search using a topical keyword. If it is straightforward, one or two searches should be fine. If it is more complex, create a few related queries, and collate the twitter accounts that appear in all of them. Alternatively, use the Boolean "and/or" in your search to narrow your result. It is critical to be sure your search results are returning journalists that as closely match your target criteria as possible. Ideally, you want at least 100 results. More is generally better, so long as you are sure the results represent your target criteria well. Once you are happy with your search result, click export to grab a CSV. The next step is to grab all of the people each of these known journalist influencers follows — the goal is to understand which of these 100 or so influencers impacts the other 100 the most. Additionally, we want to find people outside of this group that many of these 100 follow in common. To do so, we leveraged Twint , a handy Twitter scraper available on Github to pull all of the people each of these journalist influencers follow. Using our scraped data, we built an edge list, which allowed us to visualize the result in Gephi. Here is an interactive version for you to explore, and here is a screenshot of what it looks like: This graph shows us which nodes (influencers) have the most In-Degree links. In other words: it tells us who, of our media influencers, is most followed. These are the top 10 nodes: @maiasz Radley Balko (@radleybalko) Opinion journalist, Washington Post @johannhari101 @davidkroll @narcomania @milbank @samquinones7 @felicejfreyer @jeannewhalen @ericbolling. Who is the most influential? Using the “Betweenness Centrality” score given by Gephi, we get a rough understanding of which nodes (influencers) in the network act as hubs of information transfer. Those with the highest "Betweenness Centrality" can be thought of as the “connectors” of the network. These are the top 10 influencers: Maia Szalavitz (@maiasz) Neuroscience Journalist, VICE and TIME Radley Balko (@radleybalko) Opinion journalist, Washington Post Johann Hari (@johannhari101) New York Times best-selling author David Kroll (@davidkroll) Freelance healthcare writer, Forbes Heath Max Daly (@Narcomania) Global Drugs Editor, VICE Dana Milbank (@milbank)Columnist, Washington Post Sam Quinones (@samquinones7), Author Felice Freyer (@felicejfreyer), Boston Globe Reporter, Mental health and Addiction Jeanne Whalen (@jeannewhalen) Business Reporter, Washington Post Eric Bolling (@ericbolling) New York Times best-selling author. @maiasz, @davidkroll, and @johannhari101 are standouts. There's considerable overlap between the winners in "In-Degree" and "Betweenness Centrality" but they are still quite different. What else can we learn? The middle of the visualization holds many of the largest sized nodes. The nodes in this view are sized by "In-Degree." The large, centrally located nodes are disproportionately followed by other members of the graph and enjoy popularity across the board (from many of the other influential nodes). These are journalists commonly followed by everyone else. Sifting through these centrally located nodes will surface many journalists who behave as influencers of the group initially pulled from BuzzSumo. So, if you had a campaign about a niche topic, you could consider pitching to an influencer surfaced from this data —according to our the visualization, an article shared in their network would have the most reach and potential ROI. Using Gdelt to find the most influential websites on a topic with in-context link analysis. The first example was a great way to find the best journalists in a niche to pitch to, but top journalists are often the most pitched to overall. Often times, it can be easier to get a pickup from less known writers at major publications. For this reason, understanding which major publishers are most influential, and enjoy the widest syndication on a specific theme, topic, or beat, can be majorly helpful. By using Gdelt’s massive and fully comprehensive database of digital news stories, along with Google BigQuery and Gephi, it is possible to dig even deeper to yield important strategic information that will help you prioritize your content pitching. We pulled all of the articles in Gdelt’s database that are known to be about a specific theme within a given timeframe. In this case (as with the previous example) we looked at "behaviour health." For each article we found in Gdelt’s database that matches our criteria, we also grabbed links found only within the context of the article. Here is how it is done: Connect to Gdelt on Google BigQuery — you can find a tutorial here. Pull data from Gdelt. You can use this command: SELECT DocumentIdentifier,V2Themes,Extras,SourceCommonName,DATE FROM [gdelt-bq:gdeltv2.gkg] where (V2Themes like '%Your Theme%'). Select any theme you find, here — just replace the part between the percentages. To extract the links found in each article and build an edge file. This can be done with a relatively simple python script to pull out all of the <PAGE_LINKS> from the results of the query, clean the links to only show their root domain (not the full URL) and put them into an edge file format. Note: The edge file is made up of Source-->Target pairs. The Source is the article and the Target are the links found within the article. The edge list will look like this: Article 1, First link found in the article. Article 1, Second link found in the article. Article 2, First link found in the article. Article 2, Second link found in the article. Article 2, Third link found in the article. From here, the edge file can be used to build a network visualization where the nodes publishers and the edges between them represent the in-context links found from our Gdelt data pull around whatever topic we desired. This final visualization is a network representation of the publishers who have written stories about addiction, and where those stories link to. What can we learn from this graph? This tells us which nodes (Publisher websites) have the most In-Degree links. In other words: who is the most linked. We can see that the most linked-to for this topic are: tmz.com people.com cdc.gov cnn.com go.com nih.gov ap.org latimes.com jamanetwork.com nytimes.com. Which publisher is most influential? Using the "Betweenness Centrality" score given by Gephi, we get a rough understanding of which nodes (publishers) in the network act as hubs of information transfer. The nodes with the highest "Betweenness Centrality" can be thought of as the "connectors" of the network. Getting pickups from these high-betweenness centrality nodes gives a much greater likelihood of syndication for that specific topic/theme. Dailymail.co.uk Nytimes.com People.com CNN.com Latimes.com washingtonpost.com usatoday.com cvslocal.com huffingtonpost.com sfgate.com. What else can we learn? Similar to the first example, the higher the betweenness centrality numbers, number of In-degree links, and the more centrally located in the graph, the more “important” that node can generally be said to be. Using this as a guide, the most important pitching targets can be easily identified. Understanding some of the edge clusters gives additional insights into other potential opportunities. Including a few clusters specific to different regional or state local news, and a few foreign language publication clusters. Wrapping up. I’ve outlined two different techniques we use at Fractl to understand the influence networks around specific topical areas, both in terms of publications and the writers at those publications. The visualization techniques described are not obvious guides, but instead, are tools for combing through large amounts of data and finding hidden information. Use these techniques to unearth new opportunities and prioritize as you get ready to find the best places to pitch the content you’ve worked so hard to create. Do you have any similar ideas or tactics to ensure you're pitching the best writers and publishers with your content? Comment below! Sign up for The Moz Top 10 , a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

What is Relationship Marketing?

FMG Suite

So what can you learn about marketing from the tribes of Papua New Guinea? A lot, actually! On this Marketing Tip video, we discuss “Relationship Marketing,” the concept of prioritizing building a strong relationship with a potential customer, instead of just selling them something.

We Dipped Our Toes Into Double Featured Snippets

Moz

Posted by TheMozTeam This post was originally published on the STAT blog. Featured snippets, a vehicle for voice search and the answers to our most pressing questions, have doubled on the SERPs — but not in the way we usually mean.

SERP 82

Stevens & Tate Named By Top Digital Agency As One Of Year’s Best Agencies

Stevens & Tate

We had a fantastic year in 2018 and we’re off to a great start this year, especially since receiving increased recognition for our success as a digital agency.

Win Sales Calls with Webinar Production

Speaker: Dawn Baron, President, Passion Profits Consulting, and Shelley Trout, Webinar Producer, Aggregage

As a B2B marketer in 2020, you are being asked to do a lot: brand building, create content, build position as thought leader, generate leads, create ongoing touchpoints with prospects, and ideally generate sales calls. And do all of this with limited resources and time in a crowded world that is fighting you for attention. That’s a big challenge, and we believe a key part of the answer to that challenge is the smart application of webinars for B2B audiences. If you have held back on doing webinars because of the level of effort, or if you want to up your webinar effectiveness, then you won’t want to miss this unique presentation with expert webinar producers Dawn Baron and Shelley Trout.

Marketing Yourself as a Writer: How to Land (and Keep) a Client

nDash

Editor’s Note: The following blog is part four of a four-part series designed to help freelance writers market themselves more effectively in an increasingly crowded field. As a quick refresher, you first learned how to create a killer bio and resume. Then you learned how to position yourself as an expert. Followed by learning how to price your writing services (let’s get paid!). Now, we’re going to help you land – and keep – a client. Both on nDash and elsewhere.

When Should Marketing Hand Leads to Sales for Closing?

PureB2B

Not all leads are sales-ready. They may be considered marketing qualified, but they’re not yet sales qualified. When marketing hands over leads to the sales department, it’s crucial that these leads are ready to purchase, so that the sales personnel don’t waste their time on leads that won’t convert.

BANT 72

Don't Rely Too Much on Marketing Best Practices

B2B Marketing Directions

More than two decades ago, Michael Porter warned about the dangers of relying on benchmarking and "best practices" to produce business success.

Orb Intelligence and LiveRamp Partnership Unlocks International B2B Data-Driven Advertising Opportunities

Orb Intelligence

Orb Intelligence is excited to announce the launch of their B2B Audience Targeting Solutions. The solution combines Orb’s industry leading international B2B dataset with the industry’s most powerful device graph, enabling marketers to build international B2B campaigns using GDPR compliant data and reach over 1.5 billion cookies and mobile devices in over 150 markets. Over […

5 B2B Marketing Trends that You Can't Ignore in 2020

Speaker: Pam Didner, Marketing Consultant, Author and Speaker

Pam Didner, B2B tech marketing consultant, speaker, and author of Effective Sales Enablement and Global Content Marketing, will present the essential marketing trends you need to know in 2020. She'll discuss digital challenges that marketers commonly face and share actionable solutions and templates you can apply to your job in real-time.

What is a MAT Release?

Brandpoint

MAT release, matte release, syndicated content, advertorial — however you spell or say it, this PR tool is meeting the needs of the shifting landscape of America’s newspapers and media outlets.

E-Book: 5 Ways Marketing Pros Are Using AI For a Digital Experience Edge

E-Spirit

Artificial Intelligence (AI) is without question one of the hottest trends today. When we think about AI, futuristic scenarios more science fiction than computer science often come to mind. We’re not there yet, but there are practical AI applications available today and the best marketers have already tapped into the many benefits