How retail marketers can drive innovation with email marketing

It began slowly about a decade ago, with Linens & Things closing in 2008, Circuit City in 2009, Blockbuster in 2010, and Borders in 2011. Now, it seems like every other day we hear news of yet another retail store closing, or moving entirely online (like Linens & Things did).

Part of this change is due to the ‘Amazon effect’, or the idea that consumers can get anything they want, when they want it – no need to trek to a store’s physical location. According to eMarketer, more consumers are turning to Amazon to research products before they buy instead of Google. The times are a changin’ indeed.

Want to learn how Movable Ink helps leading retailers create amazing experiences?

Download our ebook, Movable Ink for Retail.

 

But let’s look at the numbers. It should come as no surprise that ecommerce is the biggest driver of retail sales growth in the UK. According to eMarketer, UK retail ecommerce sales will rise by 14.2% between 2017 and 2021, driven mainly by mobile commerce.

So, despite what many have deemed a “retail apocalypse”, consumers will continue to spend both in store and online. But the way that consumers are spending is changing, and retailers need to adapt to survive.

Movable Ink Co-founder and CEO Vivek Sharma said it best in his article, The Retail Bubble: How to Survive and Thrive with Digital Innovation:

This is about more than square footage, financial missteps, or the ebb and flow of natural business cycles. This is simply another chapter in the never-ending narrative of creative destruction leading to digital innovation.

The retail landscape will continue to evolve, and it’s up to retailers to embrace digital strategies that create better customer experiences if they want to thrive in this brave new world.

There are many ways retailers can elevate customer experiences both online and offline to meet their business goals. Here are three of the ways they can make that happen with email marketing, along with specific tactics for each.

1. Strengthen loyalty programs with personalized experiences

Email is essential for a successful loyalty program, but many brands aren’t taking advantage of it. Too often, email content is an afterthought. There are so many opportunities to surprise and delight your customers using a sophisticated campaign, especially for your loyal rewards members. Here are a few ways that marketers can strengthen their loyalty programs with email.

Display 1:1 real-time spend and rewards points for every customer

Complicated rules and difficulty redeeming points can often be the downfall of any loyalty program. So keeping it simple is important. According to a study by Colloquy, the number one reason consumers give for continuing to participate in a loyalty program is that it’s easy to understand (81%).

Help customers see the big picture with data visualization

The use of data visualization in marketing, like infographics, has skyrocketed over the past few years. And it makes perfect sense— graphics are more engaging and visual data is easier to digest. According to the SAGE Handbook of Political Communication, the human brain can make sense of a visual in less than 1/10 of a second.

So, incorporating data visualization into your loyalty program emails is a no-brainer. And it’s not as much work as you might think.

Add authenticity with user-generated content

User-generated content (UGC) is a fresh, relevant way to market your products and services. And while the concept might not be new, the ways that marketers are leveraging UGC totally are. Consumers are now content creators, uploading and sharing images of their favorite products and services as a testament to their brand loyalty. And the sheer volume of digital content has grown exponentially thanks to platforms like Instagram and YouTube that encourage social sharing.

You can add user-generated content to your loyalty emails by displaying a live social feed, like Twitter or Instagram, in the body of your email. It’s the best way to showcase real customers using your products, adding authenticity to your emails.

2. Drive revenue with personalized promotional emails

Personalized experiences make for better retail marketing experiences because they’re incredibly effective for getting your customer’s attention. It’s also a huge priority for most marketers. And yet only 40% of consumers report seeing any kind of personalization at all. Here are just a few ways that retail marketers can improve those experiences with relevant offers.

Use contextual elements like geo-targeting and weather personalization

Meeting your customer where they are at the exact moment they open your email makes your email content both relevant and helpful. This type of contextual marketing lets you promote offers based your customer’s location or weather conditions, no matter where they are when they open your email.

This is also a great opportunity to drive foot traffic to any brick-and-mortar store locations by providing a local map with the stores nearest to each customer, and providing relevant store hours too.

Leverage customer behavior like browsing history and cart activity

Each of your customers is different, each with unique preferences. If you serve them an email based on their past interactions with your website, they’re far more likely to convert. Behavioral marketing lets you leverage those interactions – whether its browsing history on your website or items left in their shopping – to create email content that speaks to each individual. You could even offer product recommendations based on recently browsed products.

3. Enhance the productivity of every campaign

Productivity is a major challenge for most retail marketers – lean teams, tight production schedules, and limited resources all factor into this. Here are a few ways retail marketers can take advantage of their existing content to create great, on-brand experiences in email.

Repurpose your content

Email marketing is ideal for repurposing your best content. If your company has a blog, pull your best blog content into your welcome email series to get it in front of your new customers fast. For retailers, this might be a blog post featuring best-selling or most popular products.

And don’t forget about images – take advantage of any product images you have on your website by pulling them into your promotional emails for a seamless, experience that’s on brand.

Use time-targeting

Time-targeting is a tactic for sending multiple offers with just one email send, thus saving retail marketers tons of time. It’s ideal for promoting a new offer every day, like many retailers do in their Black Friday emails. Time-targeting builds excitement, drives urgency, and gives your customers something to look forward to.

Want to find out how Movable Ink is helping leading retail brands accomplish all of this, and more? Download our ebook, Movable Ink for Retail.

The post How retail marketers can drive innovation with email marketing appeared first on The Marketing Automation Blog.

Reblogged 8 months ago from blog.dotmailer.com

8 Ways Content Marketers Can Hack Facebook Multi-Product Ads

Posted by Alan_Coleman

The trick most content marketers are missing

Creating great content is the first half of success in content marketing. Getting quality content read by, and amplified to, a relevant audience is the oft overlooked second half of success. Facebook can be a content marketer’s best friend for this challenge. For reach, relevance and amplification potential, Facebook is unrivaled.

  1. Reach: 1 in 6 mobile minutes on planet earth is somebody reading something on Facebook.
  2. Relevance: Facebook is a lean mean interest and demo targeting machine. There is no online or offline media that owns as much juicy interest and demographic information on its audience and certainly no media has allowed advertisers to utilise this information as effectively as Facebook has.
  3. Amplification: Facebook is literally built to encourage sharing. Here’s the first 10 words from their mission statement: “Facebook’s mission is to give people the power to share…”, Enough said!

Because of these three digital marketing truths, if a content marketer gets their paid promotion* right on Facebook, the battle for eyeballs and amplification is already won.

For this reason it’s crucial that content marketers keep a close eye on Facebook advertising innovations and seek out ways to use them in new and creative ways.

In this post I will share with you eight ways we’ve hacked a new Facebook ad format to deliver content marketing success.

Multi-Product Ads (MPAs)

In 2014, Facebook unveiled multi-product ads (MPAs) for US advertisers, we got them in Europe earlier this year. They allow retailers to show multiple products in a carousel-type ad unit.

They look like this:

If the user clicks on the featured product, they are guided directly to the landing page for that specific product, from where they can make a purchase.

You could say MPAs are Facebook’s answer to Google Shopping.

Facebook’s mistake is a content marketer’s gain

I believe Facebook has misunderstood how people want to use their social network and the transaction-focused format is OK at best for selling products. People aren’t really on Facebook to hit the “buy now” button. I’m a daily Facebook user and I can’t recall a time this year where I have gone directly from Facebook to an e-commerce website and transacted. Can you remember a recent time when you did?

So, this isn’t an innovation that removes a layer of friction from something that we are all doing online already (as the most effective innovations do). Instead, it’s a bit of a “hit and hope” that, by providing this functionality, Facebook would encourage people to try to buy online in a way they never have before.

The Wolfgang crew felt the MPA format would be much more useful to marketers and users if they were leveraging Facebook for the behaviour we all demonstrate on the platform every day, guiding users to relevant content. We attempted to see if Facebook Ads Manager would accept MPAs promoting content rather than products. We plugged in the images, copy and landing pages, hit “place order”, and lo and behold the ads became active. We’re happy to say that the engagement rates, and more importantly the amplification rates, are fantastic!

Multi-Content Ads

We’ve re-invented the MPA format for multi-advertisers in multi-ways, eight ways to be exact! Here’s eight MPA Hacks that have worked well for us. All eight hacks use the MPA format to promote content rather than promote products.

Hack #1: Multi-Package Ads

Our first variation wasn’t a million miles away from multi-product ads; we were promoting the various packages offered by a travel operator.

By looking at the number of likes, comments, and shares (in blue below the ads) you can see the ads were a hit with Facebook users and they earned lots of free engagement and amplification.

NB: If you have selected “clicks to website” as your advertising objective, all those likes, comments and shares are free!

Independent Travel Multi Product Ad

The ad sparked plenty of conversation amongst Facebook friends in the comments section.

Comments on a Facebook MPA

Hack #2: Multi-Offer Ads

Everybody knows the Internet loves a bargain. So we decided to try another variation moving away from specific packages, focusing instead on deals for a different travel operator.

Here’s how the ads looked:

These ads got valuable amplification beyond the share. In the comments section, you can see people tagging specific friends. This led to the MPAs receiving further amplification, and a very targeted and personalised form of amplification to boot.

Abbey Travel Facebook Ad Comments

Word of mouth referrals have been a trader’s best friend since the stone age. These “personalised” word of mouth referrals en masse are a powerful marketing proposition. It’s worth mentioning again that those engagements are free!

Hack #3: Multi-Locations Ads

Putting the Lo in SOLOMO.

This multi-product feed ad was hacked to promote numerous locations of a waterpark. “Where to go?” is among the first questions somebody asks when researching a holiday. In creating this top of funnel content, we can communicate with our target audience at the very beginning of their research process. A simple truth of digital marketing is: the more interactions you have with your target market on their journey to purchase, the more likely they are to seal the deal with you when it comes time to hit the “buy now” button. Starting your relationship early gives you an advantage over those competitors who are hanging around the bottom of the purchase funnel hoping to make a quick and easy conversion.

Abbey Travel SplashWorld Facebook MPA

What was surprising here, was that because we expected to reach people at the very beginning of their research journey, we expected the booking enquiries to be some time away. What actually happened was these ads sparked an enquiry frenzy as Facebook users could see other people enquiring and the holidays selling out in real time.

Abbey Travel comments and replies

In fact nearly all of the 35 comments on this ad were booking enquiries. This means what we were measuring as an “engagement” was actually a cold hard “conversion”! You don’t need me to tell you a booking enquiry is far closer to the money than a Facebook like.

The three examples outlined so far are for travel companies. Travel is a great fit for Facebook as it sits naturally in the Facebook feed, my Facebook feed is full of envy-inducing friends’ holiday pictures right now. Another interesting reason why travel is a great fit for Facebook ads is because typically there are multiple parties to a travel purchase. What happened here is the comments section actually became a very visible and measurable forum for discussion between friends and family before becoming a stampede inducing medium of enquiry.

So, stepping outside of the travel industry, how do other industries fare with hacked MPAs?

Hack #3a: Multi-Location Ads (combined with location targeting)

Location, location, location. For a property listings website, we applied location targeting and repeated our Multi-Location Ad format to advertise properties for sale to people in and around that location.

Hack #4: Multi-Big Content Ad

“The future of big content is multi platform”

– Cyrus Shepard

The same property website had produced a report and an accompanying infographic to provide their audience with unique and up-to-the-minute market information via their blog. We used the MPA format to promote the report, the infographic and the search rentals page of the website. This brought their big content piece to a larger audience via a new platform.

Rental Report Multi Product Ad

Hack #5: Multi-Episode Ad

This MPA hack was for an online TV player. As you can see we advertised the most recent episodes of a TV show set in a fictional Dublin police station, Red Rock.

Engagement was high, opinion was divided.

TV3s Red Rock viewer feedback

LOL.

Hack #6: Multi-People Ads

In the cosmetic surgery world, past patients’ stories are valuable marketing material. Particularly when the past patients are celebrities. We recycled some previously published stories from celebrity patients using multi-people ads and targeted them to a very specific audience.

Avoca Clinic Multi People Ads

Hack #7: Multi-UGC Ads

Have you witnessed the power of user generated content (UGC) in your marketing yet? We’ve found interaction rates with authentic UGC images can be up to 10 fold of those of the usual stylised images. In order to encourage further UGC, we posted a number of customer’s images in our Multi-UGC Ads.

The CTR on the above ads was 6% (2% is the average CTR for Facebook News feed ads according to our study). Strong CTRs earn you more traffic for your budget. Facebook’s relevancy score lowers your CPC as your CTR increases.

When it comes to the conversion, UGC is a power player, we’ve learned that “customers attracting new customers” is a powerful acquisition tool.

Hack #8: Target past customers for amplification

“Who will support and amplify this content and why?”

– Rand Fishkin

Your happy customers Rand, that’s the who and the why! Check out these Multi-Package Ads targeted to past customers via custom audiences. The Camino walkers have already told all their friends about their great trip, now allow them to share their great experiences on Facebook and connect the tour operator with their Facebook friends via a valuable word of mouth referral. Just look at the ratio of share:likes and shares:comments. Astonishingly sharable ads!

Camino Ways Mulit Product Ads

Targeting past converters in an intelligent manner is a super smart way to find an audience ready to share your content.

How will hacking Multi-Product Ads work for you?

People don’t share ads, but they do share great content. So why not hack MPAs to promote your content and reap the rewards of the world’s greatest content sharing machine: Facebook.

MPAs allow you to tell a richer story by allowing you to promote multiple pieces of content simultaneously. So consider which pieces of content you have that will work well as “content bundles” and who the relevant audience for each “content bundle” is.

As Hack #8 above illustrates, the big wins come when you match a smart use of the format with the clever and relevant targeting Facebook allows. We’re massive fans of custom audiences so if you aren’t sure where to start, I’d suggest starting there.

So ponder your upcoming content pieces, consider your older content you’d like to breathe some new life into and perhaps you could become a Facebook Ads Hacker.

I’d love to hear about your ideas for turning Multi-Product Ads into Multi-Content Ads in the comments section below.

We could even take the conversation offline at Mozcon!

Happy hacking.


*Yes I did say paid promotion, it’s no secret that Facebook’s organic reach continues to dwindle. The cold commercial reality is you need to pay to play on FB. The good news is that if you select ‘website clicks’ as your objective you only pay for website traffic and engagement while amplification by likes, comments, and shares are free! Those website clicks you pay for are typically substantially cheaper than Adwords, Taboola, Outbrain, Twitter or LinkedIn. How does it compare to display? It doesn’t. Paying for clicks is always preferable to paying for impressions. If you are spending money on display advertising I’d urge you to fling a few spondoolas towards Facebook ads and compare results. You will be pleasantly surprised.

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Support 4.0: Using Snapchat for all of Moz’s Support

Posted by Nick_Sayers

Innovation. Mobile. Community. Social. All words that come to mind when I think of Snapchat. Well, now a new word is creeping in… a word so disruptive to the Snapchat ecosphere that I’m going to bold it, then repeat it.
Support. Yes, support.

april fools placeholder

Moz has always been a customer-centric company. We innovate, and you enjoy. Moz is ready to take it further than ever.
Support+Snapchat is going to change how you talk to us and learn about the Moz products. Now read the following emotionally driven marketing copy to get a better sense of our new (industry-changing) means of support

Move the needle on the go. Using Moz on the go with a desktop-based browser and have a question about Local Rankings? Just hold your phone up to your other screen and send us a snap of your issue. Make sure to shout loud enough. We love to hear you.

Why boil the ocean? This is easy. Sleek. And, dare we say, innovative. It’s like chat, but it completely disappears. You just need your phone and a crippling support issue.

A team of unicorns. We’ve “transitioned” the zebras and horses to unemployment. We now only have unicorns. They will be blowing you away while helping with your support needs. Get ready to puke rainbows, folks.

Game-changing privacy. NSA. FBI. CIA. NYPD. Google. Illuminati. They’re all watching. Feel secure that your in-depth support explanations will disappear soon after you receive them. You won’t have to worry about anyone knowing that you couldn’t find an export button without our help.

Don’t open the kimono. Keep it clean. Unicorns are sensitive. Think of Moz’s Snapchat as your sweet old grandmother’s mailbox. The one those old Scholastic books she ordered for you always arrived in. Don’t tell her you didn’t read them.

Now reach out. Feel the disruption in the
Support Force. Send a Snapchat to moz_help. And welcome to Support 4.0.

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!

Reblogged 3 years ago from tracking.feedpress.it

Understand and Harness the Power of Archetypes in Marketing

Posted by gfiorelli1

Roger Dooley, neuromarketing expert, reminds us in his book Brainfluence that in 80% of cases we make a decision before being rationally aware of it.

Although Dooley explains this effect in terms of how our brain works, in my opinion, distinctly separating neuroscience and the theory of archetypes would be incorrect. On the contrary, I believe that these two aspects of the study of the human mind are complementary.

According to
Jung, archetypes are “[…] forms or images of a collective nature which occur practically all over the Earth as constituents of myths and—at the same time—as individual products of unconscious”. He then, added something that interests us greatly: “The [forms and images] are imprinted and hardwired into out psyches”.

Being able to design a brand personality around an archetype that connects unconsciously with our audience is a big first step for: brand loyalty, community creation, engagement, conversions.

The Slender Man is the “Internet age” version of the archetype figure of the Shadow

Archetypes can be also used for differentiating our brand and its messaging from others in our same market niche and to give that brand a unique voice.

If we put users at the center of our marketing strategy, then
we cannot limit ourselves in knowing how they search, how they talk on social media, what they like to share or what their demographics are.

No,
we should also understand the deep psychological reasons why they desire something they search for, talk the way they talk, share what they share, and their psychological relation with the environment and society they live in.

Knowing that,
we can use archetypes to create a deep emotional connection with our audience and earn their strong positive attitude toward us thanks to the empathy that is created between them and us.

Narrative modes, then, help us in shaping in a structured way a brand storytelling able to guide and engage the users, and not simply selling or creating content narrative doomed to fail.

The 12 archetypes




graph by Emily Bennet

The chart above presents the 12 Jungian archetypes (i.e: Hero), to what principal human desire (i.e.: leave a mark on the world) they correspond and what is the main behavior each one uses for achieving that desire (i.e.: mastery).


Remember: if the audience instinctively recognizes the archetypal figure of the brand and its symbolism and instinctively connect with it, then your audience is more ready to like and trust what your brand proposes
.

On the other hand, it is also a good exercise to experiment with archetypes that we would not think are our brand’s one, expanding the practice of A/B tests to make sure we’re working with the correct archetype. 

The Creator

In my last post I used Lego as example of a brand that is winning Internet marketing thanks to its holistic and synergistic use of offline and online marketing channels.

I explained also how part of its success is due to the fact Lego was able to shape its messages and brand personality around the Creator archetype (sometimes called the “Builder”) which is embodied by their tagline, “let’s build”.

Creators tend to be nonconformist and to enjoy self expression.
A Creator brand, then, will empower and prize its audience as much as it is able to express itself using its products.

The Ruler

The Ruler is the leader, the one setting the rules others will follow, even competitors. Usually it’s paired with an
idea of exclusiveness and status growth.

A brand that presents itself as a Ruler is suggesting to their audience that they can be rulers too.

A classic example of Ruler brand is Mercedes:

The Caregiver

Altruism, compassion, generosity.
Caregiver brands present themselves as someone to trust, because they care and empathize with their audience.

The Caregiver is one of the most positive archetypes, and it is obviously used by nonprofit organizations or governmental institutions like UNICEF, but brands like Johnson & Johnson have also shaped their personality and messages around this figure.

The Innocent

The Innocent finds positive sides in everyone and everything

It sees beauty even in things that others will not even consider, and feels in peace with its inner beauty.

Dove, obviously, is a good representation of the Innocent archetype.

The Sage

The Sages wants to know and understand things. 


The Sage is deeply humanist and believe in the power of humankind to shape a better world through knowledge
.

However, the Sage also has a shadowed side: intolerance to ideas others than their own.

Google, in both cases, is a good example a Sage brand.

The Explorer

The Explorer is adventurous, brave, and loves challenges. He tends to be an individualist too, and loves to challenge himself so as to find his real self.


Explorer brands prompt their audience to challenge themselves and to discover the Explorer within

Red Bull is a classic example of these kinds of brands, but REI and Patagonia are even better representations.

The Hero

In many aspects, the Hero archetype is similar to the Explorer and Outlaw ones, with the difference that the Hero many times never wanted to be the hero, but injustice and external events obliged him to find the courage, braveness, and the honor to become one.

Nike, and also its competitor Adidas, shapes its brand voice around this archetypal figure.

The Magician

The Magician is clever, intelligent, and sometimes his ability can be considered supernatural. 


The Magician is able to make the impossible possible
. Because of that some of the best known technology brands use this archetype as their own to showcase their innovation and how they use their advanced knowledge creatively.

Apple—even if you are not an Apple fan—created a powerful brand by shaping it around this archetype. 

The Outlaw


The Outlaw is the rebel, the one who breaks the rules in order to free his true self
.

The Outlaw goes against the canon and is very aware of the constrictions society creates.

A great example of a brand that very well represents the Outlaw archetype is Betabrand.

The Everyman

It is perfectly fine to be “normal,” and happiness can come from simply sharing things with people we love.


Brands targeting the Everyman audience (and painting themselves as such) craft their messages about the beauty of simple things and daily real life
.

Ikea is probably the brand that’s achieved mastery in the use of this archetype over the past few years.

The Jester 

Fun, irreverent, energetic, impulsive and against the established rules at the same time, the Jester is also the only one who is able to tell the truth with a joke. 

Jesters can be revolutionary too, and their motto could be “a laugh will bury you all.”


A brand that presents itself as the Jester is a brand that wants to make our lives easier and more bearable, providing us joy.

The Lover


Sensuality is the main characteristic of the Lover archetype
, as well as strong physicality, passion, and a need for deep and strong sensations.

But the Lover can be also the idealist, the romantic longing for the perfect love.

Archetypes and brand storytelling

Our brain, as many neuroscientists have proved, is
hard-wired for stories (I suggest you to watch this TEDx too).

Therefore, once we have decided what archetype figure best responds both to our audience and our values as a brand,
we must translate the psychology we created for our brand into
brand storytelling.
That storytelling must then be attuned to the psychology of our audience based on our psychographic analysis of them.

Good (brand) storytelling is very hard to achieve, and most of the time we see brands that miserably fail when trying to tell branded stories.

Introducing the Theory of Literary (or Narrative) Modes

In order to help my clients find the correct narrative, I rely on something that usually is not considered by marketers: the
Theory of Literary Modes.

I use this theory, presented first by
Northrop Frye in it essay Anatomy of Criticism, because it is close to our “technical marketer” mindset.

In fact:

  1. The theory is based on a objective and “scientific” analysis of data (the literary corpus produced by humans);
  2. It refuses “personal taste” as a metric, which in web marketing would be the same as creating a campaign with tactics you like but you don’t really know if your public is interested in. Even worse, it would be like saying “create great content” without defining what that means.

Moreover, the
Theory of Literary Modes is deeply structured and strongly relies on semiotics, which is going to be the natural evolution of how search engines like Google will comprehend the content published in the Internet. Semantic thinking is just the first step as well explained 
Isla McKetta here on Moz few months ago.

Finally, Northrop Fryed
considers also archetypes this theory because of the psychological and semiotic value of the symbolism attached to the archetypal figure.

Therefore, my election to use the Theory of Literary Modes responds 

  1. To the need to translate ideal brand storytelling into something real that can instinctively connect with the brand’s audience;
  2. To make the content based on that storytelling process understandable also by search engines.

The Theory of Literary Modes in marketing

To understand how this works in marketing, we need to dig a little deeper into the theory.

A literary work can be classified in two different but complementary ways:

1) Considering only the
relation between the nature of the main character (the Hero) and the ambient (or environment) where he acts.

2) Considering also
if the Hero is refused or accepted by society (Tragedy and Comedy).

In the
first case, as represented in the schema above, if the Hero:
  1. Is higher by nature than the readers and acts in a completely different ambient than theirs, we have a Romance;
  2. Is higher by nature than the readers, but acts in their same ambient, we have an Epic;
  3. Is someone like the reader and acts in the reader’s own ambient, we are in field of Realism;
  4. Is someone lower by nature than the readers and acts in a different or identical ambient, we are in the realm of Irony, which is meant as “distance.”
A fifth situation exists too, the
Myth, when the nature of the Hero is different than ours and acts in an ambient different than ours. The Hero, in this case, is the God.

If we consider also if society refuses or accepts the hero, we can discover the different versions of Tragedy and Comedy.

I will not enter in the details of Tragedy, because
we will not use its modes for brand storytelling (this is only common in specific cases of political marketing or propaganda, classic examples are the mythology of Nazism or Communism).

On the contrary,
the most common modes used in brand storytelling are related to Comedy, where the Hero, who usually is the target audience, is eventually accepted by society (the archetypal world designed by the brand).

In
Comedy we have several sub modes of storytelling:

  1. “The God Accepted.” The Hero is a god or god-like kind of person who must pass through trials in order to be accepted by the society;
  2. The Idyll, where the Hero uses his skills to explore (or conquer) an ideal world and/or become part of an ideal society. Far West and its heir, Space Opera (think of Interstellar) are classic examples. 
  3. Comedy sees the hero trying to impose his own view of the world, fighting for it and finally being awarded with acceptance of his worldview. A good example of this is every well ending biopic of an entrepreneur, and Comedy is the exact contrary of melodrama. 
  4. On a lower level we can find the Picaresque Comedy, where the hero is by nature inferior to the society, but – thanks to his cleverness – is able to elevate himself to society’s level. Some technology business companies use this narrative mode for telling their users that they can “conquer” their market niche despite not having the same economic possibilities as the big brands (this conquering usually involves the brand’s tools).
  5. Finally we have the Irony Mode of Comedy which is quite complex to define. 
    1. It can represent stories where the hero is actually an antihero, who finally fails in his integration into the society. 
    2. It can also be about inflicting pain on helpless victims, as in mystery novels. 
    3. It can also be Parody.

Some examples

The Magician, gamification, and the Idyllic mode

Consider this brand plot:

The user (the Hero) can become part of a community of users only if he or she passes through a series of tasks, which will award prizes and more capabilities. If the user is able to pass through all the tasks, he will not only be accepted but also may have the opportunity to be among the leaders of the community itself.

And now
consider sites, which are strongly centered on communities like GitHub and Code Academy. Consider also SAAS companies that present the freemium model like Moz or mobile games like Boom Beach, where you can unlock new weapons only if you pass a given trial (or you buy them).

The Magician is usually the archetype of reference for these kinds of brands. The Hero (the user) will be able to dominate a complex art thanks to the help of a Master (the brand), which will offer him instruments (i.e.: tools/courses/weapons). 

Trials are not necessarily tests. A trial can be doing something that will be awarded, for instance, with points (like commenting on a Moz blog post), and the more the points the more the recognition, with all the advantages that it may offer. 

Gamification, then, assumes an even stronger meaning and narrative function when tied to an archetype and literary mode.

Ikea, the Everyman, and the Comedic mode

Another
example is Ikea, which we cited before when talking of the Everyman archetype.

In this case, the Hero is someone like me or you who is not an interior designer or decorator or, maybe, who does not have the money for hiring those professionals or buying very expensive furniture and decoration.

But, faithful to its mission statements (“design for all”, “design your own life”…), Ikea is there to help Everyman kind of people like me and you in every way as we decorate our own houses.

On the practical side, this narrative is delivered in all the possible channels used by Ikea: web site, mobile app, social media (look at its
Twitter profile) and YouTube channel.

Betabrand, the Outlaw, and Picaresque Comedy

A third and last example can be
Betabrand.

In this case both the brand and the audience is portrayed using the
Outlaw archetype, and the brand narrative tend to use the Picaresque mode.

The Heroes is the Betabrand community who does not care what the mainstream concept of fashion is and designs and crowdfounds “its fashion.”

How to use archetypes and narrative modes in your brand storytelling

The first thing you must understand is what archetype best responds to your company tenets and mission. 

Usually this is not something an SEO can decide by him- or herself, but it is something that founders, CEOs, and directors of a company can inform.

Oftentimes a small to medium business company can achieve this with a long talk among those company figures and where they are asked to directly define the idealistic “why?” of their company.

In case of bigger companies, defining an archetype can seem almost impossible to do, but the same history of the company and hidden treasure pages like “About Us” can offer clear inspiration.

Look at REI:

Clearly the archetype figure that bests fits REI is the Explorer.

Then, using the information we retrieve when creating the
psychographic of our audience and buyer personas, matching with the characteristics each archetype has, and comparing it with the same brand core values, we can start to understand the archetype and narrative mode. If we look at REI’s audience, then we will see how it also has a certain affinity with the Everyman archetypal figure (and that also explains why REI also dedicates great attention to family as audience).

Once we have defined the best archetype commonly shared by our company and our audience, we must translate this figure and its symbolism into brand storytelling, which in web site includes design, especially the following:

  • Color pattern, because colors have a direct relation with psychological reaction (see this article, especially all the sources it links to)
  • Images, considering that in user-centric marketing the ideal is always to represent our targeted audience (or a credible approximation) as their main characters. I am talking of the so called “hero-shots”, about which Angie Shoetmuller brilliantly discussed in the deck I embed here below:

If you want to dig deeper in discovering the meaning and value of symbols worldwide, I suggest you become member of
Aras.org or to buy the Book of Symbols curated by Aras.

  • Define the best narrative mode to use. REI, again, does this well, using the Idyllic mode where the Hero explores and become part of an ideal society (the REI community, which literally means becoming a member of REI). 

We should, then:

  1. Continue investigating the archetypal nature of our audience conducting surveys
  2. Analyzing the demographic data Google Analytics offers us about our users 
  3. Using GA insights in combination with the data and demographic information offered by social networks’ ad platforms in order to create not only the interest graph of our audience but also to understand the psychology behind those interests 
  4. Doing A/B tests so to see whether symbols, images, and copywriting based on the targeted archetypes work better and if we have the correct archetype.

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Developing Innovative Content: What You Need to Know

Posted by richardbaxterseo

A few weeks ago, I attended a breakfast meeting with a bunch of entrepreneurs in the technology, space (yes, space travel), software and engineering industry. I felt so blown away by the incredible talent of the speakers. You know, there are people out there building things, like private satellite networks, bio printing facilities, quantum computers and self-driving cars. I was completely transfixed by the incredibly future facing, innovative and exceptionally inventive group in front of me. I also immediately wished I’d worked a little harder in my twenties.

After the presentations, one of the questions that came up during the Q&A session was: “what’s the next big thing?”

Wow. Have you ever thought about “the next big thing”?

Part of the magic of predicting innovation is that it’s really, really hard to get right. Those that can accurately predict the future (in my humble opinion) are those that tend to understand how people will respond to an idea once they’re exposed to it. I think predicting this is a very special skill indeed.

Then again, we’re expected to be able to predict the outcome of our marketing, all the time. While predicting it is one thing, making it happen it is a whole different ball game.

Competition for the attention of our customers is getting tougher

In our industry, when you really boil down what it is we do, we’re fixing things, making things, or we’re communicating things.

Most of the time, we’re building content that communicates: ideas, stories, news and guidance–you get the idea. The problem is, no matter which vertical you work in, we’re all competing for something: the attention of our customers.

As our customers get smarter, that competition is getting tougher and tougher.

The most successful marketers in our industry all have a special trait in common. They are good at finding new ways to communicate ideas. Take a look at classic presentations
like this from Ross Hudgens to see just how powerful it can be to observe, imitate and develop an idea with astounding viral reach.

I particularly enjoy the idea of taking a piece of content and making improvements, be it through design, layout or simply updating what’s there. I like it because it’s actually pretty easy to do, and there’s growing evidence of it happening all over the Internet. Brands are taking a second look at how they’re developing their content to appeal to a wider audience, or to appeal to a viral audience (or both!).

For example; take a look at this beautiful
travel guide to Vietnam (credit: travelindochina.com) or this long form guide to commercial property insurance (credit: Towergate Insurance / Builtvisible.com) for examples of brands in competitive verticals developing their existing content. In verticals where ordinary article content has been done to death, redeveloping the medium itself feels like an important next step.

Innovative isn’t the same thing as technical

I’ve felt for a long time that there’s a conflict between our interpretation of “innovative” and “technical”. As I’ve written before, those that really understand how the web works are at a huge advantage.
Learn how it’s built, and you’ll find yourself able to make great things happen on your own, simply by learning and experimenting.

In my opinion though, you don’t have to be able to learn how to build your own site or be a developer. All you have to do is learn the vocabulary and build a broad understanding of how things work in a browser. I actually think we all need to be doing this, right now. Why?

We need more innovation in content marketing

I think our future depends on our industry’s ability to innovate. Of course, you still need to have your basics in place. We’ll always be
T-Shaped marketers, executing a bit of technical SEO here, a bit of content strategy there. But, we’re all SEOs and we know we need to acquire links, build audiences and generally think big about our ambitions. When your goal is to attract new followers, fans, links, and garner shares in their thousands, you need to do something pretty exciting to attract attention to yourself.

The vocabulary of content development

I’ve designed this post to be a primer on more advanced features found in innovative content development. My original MozCon 2014 presentation was designed to educate on some of the technologies we should be aware of in our content development projects and the process we follow to build things. We’ll save process for another post (shout in the comments if you think that would be useful!) and focus on the “what” for now.

At Builtvisible, we’re working hard on extending our in-house content development capabilities. We learn through sharing amazing examples with each other. Our policy is to always attempt to deconstruct how something might have been developed, that way, we’re learning. Some of the things we see on the web are amazing–they deserve so much respect for the talent and the skills that surface the content.

Here are some examples that I think demonstrate some of the most useful types of approach for content marketers. I hope that these help as much as they’ve helped us, and I hope you can form a perspective of what innovative features look like in more advanced content development. Of course, do feel welcome to share your own examples in the comments, too! The more, the merrier!

The story of EBoy

eBoy: the graphic design firm whose three co-founders and sole members are widely regarded as the “godfathers” of pixel art.

The consistent styling (as well as the beautifully written content) is excellent. Technically speaking, perhaps the most clever and elegant feature is the zoom of the image positioned on the Z axis in a <canvas> container (more on this in a moment).

An event listener (jQuery) helps size the canvas appropriate to the browser window size and the z axis position shifts on scroll to create an elegant zoom effect.


View the example here:

http://www.theverge.com/2014/6/17/5803850/pixel-perfect-the-story-of-eboy.

<canvas> is an HTML element which can be used to draw graphics using scripting (usually JavaScript). This can, for instance, be used to draw graphs, make photo composition or simple animations.

Colorizing the past

Take a look at
Pixart Printing’s Guide to Colourizing the Past (credit: Pixartprinting / Builtvisible.com) for a clever example of <canvas> in use. Here’s one of the images (tip, mouse-over and click the image):

The colorization feature takes advantage of the power of the canvas element. In this case, the color version of the image is applied to the canvas as a background image, with the black and white version on a layer above. Clicking (or touching, on mobile) erases portions of the top image, revealing the color version underneath.

Chrome Experiments: Globe

Globe is “simple” global data visualization of the Earth’s population growth over a set range of dates. The 3d visualization based in
webGL: a JavaScript API for rendering interactive 3D graphics and 2D graphics within any compatible web browser without the use of plug-ins.


View the example here:

http://globe.chromeexperiments.com/.

WebGL is a really exciting, emerging option available to content marketers who might want to experiment with immersive experiences or highly interactive, simulated environments.

Some of my
favourite WebGL examples include Hello Racer and Tweetopia, a 3d Twitter Hastag visualizer.

If you’d like to see more examples of webGL in action, take a look at
Chrome Experiments. Don’t worry, this stuff works in the latest versions of Firefox and IE, too.

Polygon’s PS4 Review

You might have seen me cover this long form concept over at Builtvisible. Polygon’s Playstation 4 review is a fully featured “long form” review of Sony’s much loved gaming machine. The bit that I love is the SVG visualizations:

“What’s SVG?”, I hear you ask!

SVG is super-fast, sharp rendering of vector images inside the browser. Unlike image files (like .jpg, .gif, .png), SVG is XML based, light on file size, loads quickly and adjusts to responsive browser widths perfectly. SVG’s XML based schema lends itself to some interesting manipulation for stunning, easy to implement effects.

View Polygon’s example here: http://www.polygon.com/a/ps4-review

That line tracing animation you see is known as
path animation. Essentially the path attribute in the SVG’s XML can be manipulated in the DOM with a little jQuery. What you’ll get is a pretty snazzy animation to keep your users eyes fixated on your content and yet another nice little effect to keep eyeballs engaged.

My favourite example of SVG execution is Lewis Lehe’s
Gridlocks and Bottlenecks. Gridlocks is a AngularJS, d3.js based visualization of the surprisingly technical and oft-misunderstood “gridlock” and “bottleneck” events in road traffic management.

It’s also very cool:

View the example here:http://setosa.io/blog/2014/09/02/gridlock/.

I have a short vocabulary list that I expect our team to be able to explain (certainly these questions come up in an interview with us!). I think that if you can explain what these things are, as a developing content marketer you’re way ahead of the curve:

  • HTML5
  • Responsive CSS (& libraries)
  • CSS3 (& frameworks)
  • JavaScript (& frameworks: jQuery, MooTools, Jade, Handlebars)
  • JSON (api post and response data)
  • webGL
  • HTML5 audio & video
  • SVG
  • HTML5 History API manipulation with pushState
  • Infinite Scroll

Want to learn more?

I’ve
amassed a series of videos on web development that I think marketers should watch. Not necessarily to learn web development, but definitely to be able to describe what it is you’d like your own content to do. My favourite: I really loved Wes Bos’s JS + HTML5 Video + Canvas tutorial. Amazing.

Innovation in content is such a huge topic but I realize I’ve run out of space (this is already a 1,400 word post) for now.

In my follow up, I’d like to talk about how to plan your content when it’s a little more extensive than just an article, give you some tips on how to work with (or find!) a developer, and how to make the most of every component in your content to get the most from your marketing efforts.

Until then, I’d love to see your own examples of great content and questions in the comments!

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Free Internet?! Google Fiber Explained in Detail

This video quickly sums up the technology and innovation behind Google Fiber and how it can be used to get free internet or – if willing to pay a price – ext…

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Pixelsilk: Creating seo friendly multiple websites

Mark Knowles, president and ceo of Pixelsilk, talks about Pixelsilks’s latest innovation for webmasters called MultiSite. Pixelsilk is a seo friendly CMS. Mu…

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Amount of Text on SEO Web Pages

SEO is one of the most extremely examined job areas of promotion and advertising or of technological innovation. There are always new concepts to consider, a…

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SEO Teaching: Should SEO Be Taught at Universities?

Posted by Carla_Dawson

SEO is a concept that has been around for years and some universities have incorporated it into the curricula. A while back, I posted
this question on Moz and noticed some very strong opinions on the idea that SEO should be part of formal education. Search Engine Journal also posted an article on the idea that SEO should not be taught in universities. We (I co-wrote this post with Aleksej Heinze, who also currently teaches SEO) obviously believe SEO should be taught in higher education and got together to discuss how it benefits the SEO industry and how SEO can be incorporated in higher education. Aleksej teaches SEO in the U.K.; I teach SEO in Argentina.

Before I get started with the pros and cons, I want to share with you some opinions from people in industry on the topic of SEO in universities.


Wil Reynolds (Founder – Seer Interactive)

1. Do you believe universities or higher education institutions should equip students with the skills to meet industry needs?

Yes, people take BIG loans to go to the university in the U.S.; we should at least make sure when they graduate they have the skills that are in…demand in the workplace.

2. Are SEO skills something you believe are lacking in industry?

Not sure. “SEO skills” is a broad phrase.

3. Do you think teaching SEO in universities gives credibility to the profession?

Not really, I think the profession has credibility. Teaching SEO in universities gives a student a great platform to learn and to be prepared for one of the industries that is in desperate need of talent.


4. Do you think teaching SEO in universities benefits the industry?

Yes, but I think SEO is too narrow, according to many definitions. If you think about it, SEO is as much about technical as it is about link building [or] keyword research. To teach the broad definition of SEO you’d need a pretty multi-disciplinary group to teach it. Maybe we’d just teach it as part of a digital marketing rotation.

Stephen Lock (Head of Content & Inbound Marketing, Linkdex.com)

1. Do you believe universities or higher education institutions should equip students with the skills to meet industry needs?

Yes, it makes sense that universities, where appropriate, offer courses that are based heavily on industry demands, especially if the course/institution has been marketed as…tailored for employers.

2. Are SEO skills something you believe are lacking in industry?

They definitely are. There is a real shortage, and due to the fast-moving nature of the field, knowledge is quickly outdated, meaning even experienced practitioners aren’t always great candidates.

3. Do you think teaching SEO in universities gives credibility to the profession?

I believe it does, although it is one of those fields where it’s common for people to…come from a broad range of backgrounds. The skills required are so diverse that it’s also understandable that people who have studied one field can adapt. From experience, employers are more interested in the person, their attitude and capacity to learn. However, SEO in universities can only be a good thing for the industry.

4. Do you think teaching SEO in universities benefits the industry?

Teaching SEO, I believe, would benefit the industry, as the skills shortage is so acute and it is so common for entry-level candidates to come from many different backgrounds. My final thoughts are that SEO is so broad as a discipline that calling it just SEO may not do it justice.


What we can see from these and other opinions we received for this article is views are still mixed since SEO education is not clearly defined. Where do you start with a subject area that touches such a broad range of disciplines, including technical, content and engagement? However, the vast majority of our respondents were
positive about the need to integrate SEO in higher education!

Pros to teaching SEO in universities

Eli Overbey wrote a great article on this topic
here, but me and Aleksej took some of the ideas one step further. Basically, we identified problems in industry and how teaching SEO in universities might help the industry.

How teaching SEO in universities may benefit the industry

Industry Problem How SEO in higher education might alive the problem?
Long sales cycles – Selling SEO is a lot about educating your potential client. Today’s student is tomorrow’s potential client.

Students who learn SEO formally (and not just on the job) are likely to have a broader understanding of its benefits, and therefore, be able to “sell” it more effectively to clients.
Lack of Credibility – Most SEOs learned SEO on the job, or through reading great books like “The Art of SEO” and reading great articles on the internet. However, few formal institutions recognize it as a valid marketing technique. SEO is not taught in many marketing related programs. Creating an educational standard for SEO increases the credibility of the field. Treating the discipline as if it was law, engineering, etc., would elevate SEO to a discipline seen as requiring a significant period of study before it can be practiced.
Everyone says they know SEO. Without a recognized standard for the field of SEO, anyone and everyone can say they know SEO.
Clients with bad experiences don’t trust SEO companies.
Showing clients you have a certified person on your team may alleviate this situation.
Long recruiting cycles. Recruiters currently have to give SEO tests to verify that the job candidate in front of them really knows SEO. A certification or a degree does not guarantee you know the subject (this is true for lots of fields), but it is an excellent filter and a great starting point.
SEO is constantly changing, making it hard to keep up. Law, medicine and most other subject areas are also constantly changing, and content and concepts are updated accordingly. The same can be true for SEO in universities.
Clients challenge your techniques (ex. “Why don’t you use the keyword meta tag?” or “Why are you using parallax scrolling when it is not SEO-friendly?”)  This happens in all industries and being able to reference an independent institution and a high-quality article will probably reduce discussion time.
There is a high demand for SEO skills. Below you will find articles that mention demand for SEO skills in industry. Universities are in the business of creating professionals and satisfying workforce demands.Higher education institutions are often criticized for their lack of relevant educational courses that will equip students with the skills to meet specific industry needs.

SEO is relevant today and will be well into the foreseeable future.

Cons to teaching SEO in universities

We do see some negatives to teaching SEO in universities, but we see them more as issues to be mitigated.
John Weber did a great job identifying the difficulties in teaching SEO in his article on searchenginejournal.com. We agree with several of the points in this article. However, we see them more as issues that can be alleviated through great program development.

Obstacles  Potential Solutions
Google makes changes to its algorithm constantly. This exact topic should be brought up in the classroom. Students get that what they learn in school is somewhat “academic” and may be slightly out-of-date, but is still useful.

(On a side note, laws change all the time, yet law is taught in school.) 
SEO is complex. It requires analytical and creative skills. Case studies are a great way to teach complex concepts and creativity. Law, perhaps, is similar to SEO in that it requires analytical and creative skills to be successful, and it is taught in universities.
No one absolutely knows “the magic formula.” This exact topic should be brought up in the classroom. This is true with many professions. Medicine is not an exact science and continuously evolves. Physicians often prescribe differing treatments for the same diagnosis. 

Current flaws in academia

We also see lots of flaws within the academic world regarding SEO, specifically the fact that if the subject is taught, it is mostly taught as an extension (vocational) course or optional part of an MBA program.

Here are some universities that offer SEO:

We feel SEO should be included as part of many other degree programs.

Please note that mentioning the concept and explaining it is not the same as teaching how to do SEO. In some cases, the concept should be mentioned and included, and in other cases, SEO should be fully taught. For example at Salford Business School, students are expected to plan, execute and evaluate live SEO campaigns and report on their results. This kind of SEO learning helps in job interviews where students can show their own artefacts and discuss what they have done and learned from their practical SEO experience.The academic world
has not incorporated the subject in a holistic manner.

How could SEO be incorporated into higher education?

Degree focus SEO Concept (not to be confused with course) to be incorporated in program Comments
Master of Business Administration (MBA) How to use SEO as a business strategy for long term sustainability of business? Not many MBA courses recognize SEO as a strategic tool for developing value for their business. Hence a number of businesses are missing growth opportunities in the online world.
Advertising How to use SEO with viral marketing and word of mouth as an advertising technique?

Is Inbound Marketing an advertising technique?
Television ads are no longer as effective as those created for YouTube with viral sharing in mind.
Web design/ computer science Designing for Search Engines – Is SEO part of web design? SEO is not taught in many web design or computer science schools. This has major issues/benefits for agencies that try to turn a non-SEO-friendly website into one that can be crawled by search engines.
Marketing Organic search engine results are an important marketing channel, and this concept does not have visibility in the educational system.

Many marketing programs talk about SEO as if it is something that’s useful to someone else. We are all individual brands who can learn and use SEO (e.g., integration of keyword research allows for better digital consumer profiling and learning about the digital personas to be engaged with in marketing mix).

Public Relations (PR) Synergies of online PR with content development strategies and long-term link building Many PR ignore the benefits of SEO and miss out on the mutual benefits that an integration of SEO and online PR could provide. 
Journalism Writing text for online readability and scanability (e.g., using headings, bullet points, etc.) Many journalism courses are still based on great headlines and catchy first paragraph, but these are great techniques when combined with SEO, too. Not thinking about the online audience means you miss a lot of reach with articles that are “thrown” onto the web without much consideration.

We argue for wider adoption of SEO at university teaching because of these three reasons:

Shaping the SEO industry

Starting with understanding SEO principles at the university-level, we are shaping the digital marketing professionals of the future. Recognizing the growing range of opportunities that digital marketing creates as a consequence of good SEO practices offers an invitation to the industry for new talent. Offering SEO at universities will not stop cowboy SEO practices, but at least it will reduce the use of such practices out of incompetence.

SEO is no longer a “dark art”

By demystifying the process of SEO, companies will be more likely to employ SEO professionals by recognizing and better appreciating the value they create. SEO is no longer perceived as a “black box” or “dark art” and individuals who might be supervising others will be more able to expect higher standards and discern whether someone is using unwelcome practices.

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Good SEO practices will make our industry sustainable

By integrating SEO into wider advertising, digital marketing, journalism, web design, PR and MBA courses, we are able to create a better long-term future for SEO as a profession. Having SEO skills applies to many disciplines, and business would be prepared to pay for these skills as soon as they recognise the return on investment that good SEO can create. By teaching SEO in higher education, SEO will appear more professional, which will lead to long-term sustainability.

Is there demand in the industry for SEO skills?

Universities have often been criticized for offering courses not relevant to industry needs. Students invest in higher education to broaden their horizons, but also to obtain skills that equip them better for their chosen profession. The underlying principle is that universities have to offer “universal knowledge and skills” to improve innovation and skills of the world we live in. So if an industry demands SEO skills, then perhaps it is time for higher education to respond? Here are some articles that show workforce demand related to SEO. 

2012 – Conductor –
Demand for SEO Professionals Has Never Been Greater [Study]

2013 – Bruce Clay –
Studies Reveal SEO Analysts are in High Demand

2013 – Search Engine Land –
SEO Talent In High Demand — How To Hire An SEO

Here are some great stats from the articles above.

  • Studies show a 112 percent year-over-year increase in demand for SEO professionals, with salaries as high as $94,000, as reported by Conductor, an SEO technology company based in New York.
  • Search Engine Land surveyed the SEO industry and found that 93 percent of respondents expected their SEO business to grow by the end of 2013. It makes sense, then, that 82 percent of respondents also reported plans to hire additional SEO staff this year.
  • Digital Journal proclaimed “there is no doubt that a career in an SEO agency as an SEO professional can be an exciting and rewarding one. Stress levels would match the lows found in other online positions, while the employment opportunities in such a fast growing business are obvious … Mid-level strategist and management roles can earn from $60,000, while senior marketing directors can expect to approach six-figure sums.”

First-hand experience – Aleksej Heinze

Salford Business School is currently leading a European project, a Joint European Masters in Digital and Social Media Marketing (
JEMSS). This project aims to develop the digital marketeers of the future. JEMSS is a partnership between five European Universities and two commercial organizations, one of which is a digital marketing recruitment agency based in Manchester, the UK.

As part of this project, an extensive consultation with digital agencies and in-house teams has been conducted across five European countries. This multi-stage research project started with a brainstorming session that included ten UK-based agencies in December 2013. They were looking at the top
10 digital marketing skills for international business. The key skill identified as part of this focus group was Search Engine Optimization.

The views from the UK-based agencies were also inline with the online survey results from students and potential students regarding digital marketing courses. The list of 25 skills was developed through the initial focus group with industry practitioners. We can clearly see that SEO tops the table of skills needed when developing knowledge and skills in the area of digital marketing. This online survey was completed by 712 respondents across several countries. We were interested to look at five countries taking part in the JEMSS project: Bulgaria, Greece, Lithuania, Poland and the UK. At least 50 respondents for each of these counties were collected to have a representative sample group.

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Do people want to learn SEO?

Looking at the generic searches related to learning SEO/SEO courses in various parts of the world we see some interesting trends:

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This Google Trends screenshot shows some of the main terms related to the popularity of SEO courses. We can see there is a major difference between “SEO training” and “SEO courses.” This can mean most people are seeing SEO as a vocational skill and not an academic course. It is also interesting to note that the location for those interested in “SEO courses” tends to be in India, the U.K. and the U.S. More research should be done in to identify additional hot spots throughout the world.

First hand experience – Carla Dawson

My students are eager to learn about SEO. Many of them make comments like “Carla, we have been waiting for this class” or “This is the best class [in the] program.” In the SEO class, I notice that students pay closer attention than they do in other classes. Multiple requests have been made by my students to “offer a second course or a seminar” so they can learn more about SEO. It almost seems as if the SEO course has more value than some of the other courses. In class, I get questions like “where can we learn more about SEO?” “What sources are reliable?” etc.

Conclusion

Long gone are the days gone where
universities were run by nuns and monks and the main courses included Latin, metaphysics and theology. Most universities are becoming businesses that develop educational products, research and sell them.

If you believe that universities or higher education institutions should equip students with the skills to meet specific industry needs, then perhaps SEO or better yet “Search Marketing” is ideal for universities?

SEO touches so many fields and in our opinion it should be incorporated in various degrees not just offered as an extension course. We would love to hear the communities opinion on this topic so please comment below!

This article was co-authored with Aleksej Heinze from the University of Salford Manchester . You can find more information about Aleksej here.

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