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In a 100-page whitepaper, YouTube has suggested dividing content marketing into three complementary types to help your business attract, engage, and retain an audience of potential customers.

Google released The YouTube Creator Playbook for Brands (PDF)in 2013 to help companies plan and execute video content marketing strategies on YouTube. Many of the suggestions can be applied to other forms of content, even written content.

One of the most adaptable sections in the YouTube paper describes three types of content that can be used together as part of a comprehensive content plan. These types, called Hygiene, Hub, and Hero, are meant to create a steady pull that attracts folks to your content.

Whether your business posts articles or produces videos, you can apply YouTubes content types to your content marketing strategy.

Hygiene Content

YouTube called the first category of content Hygiene. Technically the term, hygiene, describes the practice of maintaining health through cleanliness. So while it does make sense, in a way, to use it to describe content meant to maintain a relationship or maintain your content marketing, other terms might be better.

Perhaps, you could call this content helpful or problem solving, for even how-to. YouTube defines it as content that satisfies what your is audience actively searching for regarding your brand or industry. It is the tutorial that describes how to do something. It is the product video that explains how to use an item. It is the buying guide that helps a shopper find the perfect gift for a loved one.

This helpful content should attract an audience year around, and be useful to the folks who do find it.

A couple of examples might help. First, here is a video that describesbeekeeping basics. The video was shot at a live class that a multichannel retailer held at one of its stores in 2015. It is how-to content that someone might be searching for on YouTube or Google.

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Here is a second video example. The retailer answers a question, How do I turn my hydrangeas blue? This is something that a gardener might search for on YouTube or Google.

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For examples of written content in this category, check out REIs Expert Advice section. There are lists, articles, and other how-tos.

Hub Content

According to YouTube, Hub content is the content you develop on a regular basis to give a fresh perspective on your targets passion points.

Hub content is evergreen. Hub articles or videos will attract readers and viewers for months or years. These sorts of posts might describe an historical event, something about your brand, or even how your products are made.

If Hygiene content is about answering questions, Hub content is about telling stories.

One of the best and most recent video examples of Hub content, may be Wild Turkey Bourbons Matthew McConaughey Short Film.

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This video, which is a six-minute company profile, is again not something that folks would search for on Google the way they might search for a how-to article, but once discovered, it makes astrongimpression. Many viewers will share it.

Mens apparel retailer Mr. Porter has a nice example of Hub content profiling art dealer Hugo Portuondo. While it may not be the case that shoppers will be actively looking for this profile, it is interesting and engaging when they find it.

Articles like this profile from Mr. Porter's The Journal are Hub content. Readers will return each month for the most recent version of The Journal.Articles like this profile from Mr. Porters The Journal are Hub content. Readers will return each month for the most recent version of The Journal.

Mr. Porter regularly publishes this sort of content, which is another earmark of this category. Hub content is often scheduled. Readers and viewers will return to the hub, if you will, to look for a new installment.

Hero Content

Hero content is your Super Bowl, according to YouTube. Hero content is intended for a broad, large audience and you do your best to promote and push it. Hero content may even be a live streaming event like a webinar.

YouTube suggests getting out in front of Hero content and promoting it before the event takes place. One might argue that some product introductions are Hero content. For example, FiberFix used its quirky and, perhaps, insulting product introduction video at trade shows, in ads, and on YouTube.

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Putting the 3Hs Together

The three types of content are meant to be complementary. They collectively help your business acquire, engage, and, ultimately, keep your audience of potential customers.

Consider planning helpful, how-to content (Hygiene) regularly throughout the entire year. Perhaps, it will be your companys goal to answer one or two common questions each week or maybe publish a new how-to article or video each month. This content will attract users looking for helpful information.

Hub content should also be released regularly throughout the year. This content should be published on a schedule, an editorial calendar, if you will. Perhaps, you publish a series of articles on the first Monday of each month, like a monthly magazine. Or you have a weekly video show released every Thursday.

Your aim is to create content that your loyal readers and viewers can return to at scheduled times.

Hero content is something that you only need to produceonce or twice a year at most. It is when you try to bring everything together to get your content to work with your other marketing. Your aim is to engage a large new audience, which can then be introduced to your business and your other content.

Consider using each of these types of content in your content marketing strategy.

Recent research shows that most LinkedIn programs do not drive revenues.

In fact, studies show that only 1 in 5 sales, marketing and business leaders are able to clearly demonstrate a social media ROI.

I believe this is because these leaders are focused on brand awareness, brand engagement and the top of the funnel.

LinkedIn marketing is simply becoming a numbers game. My recent LinkedIn marketing study shows this.

I asked sales and marketing leaders as well as some well-recognized, trusted social media marketing experts and firm owners: What metrics are most important to you? What are you paying attention to?

Most of the sales and marketing leaders and social media experts chose clicks, profile, and platform post views, website traffic and superficial metrics like shares, comments,and likes. They chose these metrics over:

Next step actions beyond the click, like and comment Marketing qualified and sales qualified leads Revenue:

Thats why most of the sales and marketing leaders were mainly getting visibility and reach and thats about it as depicted in the graph below:Linkedin Marketing Results graph

The sales and marketing leaders who were regularly driving demand and creating sales opportunities (not leads but actual opportunities that went past the initial interest stage) were focused on revenue objectives. They understood that you cant measure the ROI of brand awareness and brand maintenance and that its not enough anymore to gain visibility.

If I havent given you enough reason to rethink your LinkedIn marketing and social selling approach yet, here are five more reasons:

Related Article: 4 Secret Ingredients For LinkedIn Content Marketing Success

1. 87 Percent of Leads Do Not Convert

Forrester reports that 99 percent of leads do not convert. LinkedIn reports that 87 percent of leads do not convert. So why are business leaders and marketers so focused on lead goals when it comes to LinkedIn marketing and social selling? If your intention is to grow the business or organization, shouldnt your focus be on generating customers and revenue?

The way to focus on customers and revenue is to focus on the complete funnel - not just the top of the funnel and the volume of leads that are going into the funnel. Marketers need to take a pipeline marketing approach, make decisions based on revenue generation instead of leads and optimize all aspects of the LinkedIn marketing program to widen every stage of the funnel. And, throughout each stage, add value to the potential buyer.

Forrester reports that 74 percent of buyers choose a vendor who has worked with them to turn a vision into a clear path to value. The only way you will be able to show buyers how you can help them turn a vision into a clear path to value is by focusing on the complete relationship.

2. Buyers WantChange in How They Are Marketed to on LinkedIn

In a recent webinar hosted by LinkedIn where they discussed InMail strategies, they mentioned that an InMail sent from a specific person at LinkedIn had an open rate that was 10 percent to 20 percent better than an InMail sent directly from LinkedIn Marketing Solutions. This demonstrates to me that B2B buyers are looking to engage with experts within a company rather than the company itself even if it is LinkedIn.

The click-through rate to the webinar opt-in page that the InMail promoted was 50 percent less for the message sent by the individual at LinkedIn than the one sent by LinkedIn Marketing Solutions.

LinkedIn members expected a promotion from the company but they didnt expect nor want a promotion from someone who is supposed to be a subject matter expert. This tells me that if you want to reach, connect and engage with more key decision makers, then experts need to reach out, not the company, and provide up-front value.

Buyers are no longer willing to engage with companies that only provide gated content. Buyers want you to work harder to earn their trust and interest before they give you an opt-in and a right to market to them further.

Related Article: Stop the LinkedIn Madness: Succeed Where 995,000 Have Failed

3. Inability to Articulate Value Is Leading to Failure in Achieving Sales Goals

According to a survey by SiriusDecision, sales leaders for the past four years in a row have said that the No. 1 barrier preventing salespeople from achieving quota is their inability to articulate value. And according to a recent survey of executive buyers by Gartner, customers agree. Only 34 percent of executive buyers, for example, feel that salespeople can articulate value.

On LinkedIn, were not seeing business value being communicated to prospects on the LinkedIn profiles, within the content being pushed out and within messaging. For example, our own studies revealed that nine out of 10 LinkedIn profiles do not articulate value to their intended prospects. Take a look at this example of a LinkedIn profile:Example of LinkedIn profileWhere is the value to the potential buyer that will give me a reason to actually connect, accept an Inmail and want to further a relationship? Where is the value that will pique my interest and have me asking questions on how the company can help me?

4. Business Leaders Can Get a 12 Percent Conversion Boost With Their Challenger Sales and Marketing Approach

Because of the impact a challenger approach can have on your sales success, many business leaders and sales and marketing professionals are taking this approach on LinkedIn. But they are falling short on creating the urgency they need to convince prospects to change because they are just challenging the prospects status quo with surprising information and data.

As Tim Riesterer (Chief Strategy and Marketing Officer at Corporate Visions) mentioned in a recent Sales and Management Magazine article, You need to create risk and at the same time show how you are uniquely prepared to resolve the risks youve identified.

In his article, he discusses a study that showed how a risk + resolution message enhanced the messages behavioral impact by 9% compared to the risk only and resolution only messages.

The paired risk and resolution message also generated a 12 percent boost in emotional responses, relative to the other conditions. The reason for this boost: It challenged the status quo and showed prospects what a new, safer alternative looks like and how it resolves their most important business problems.

Related Article:Not Just LinkedIn: How to Brand Yourself Online When Job Hunting

Now, Are You Ready to Re-Think Your LinkedIn Marketing and Social Selling Approach on LinkedIn?

Inside my LinkedIn community, were challenging these common approaches plus others including taking a scattershot approach instead of following an account based marketing strategy on LinkedIn. Join my group, Get Help with Linked Strategies, and see how other sales, marketing and business leaders are driving demand and sales using LinkedIn.


Every year I look forward to seeing what Google has cooked up as its April Fools prank. It has come up with some very hilarious pranks over the years so naturally many were excited to see what the company came up with this year. What it did come up with ended up costing some people their jobs, Google quickly pulled the gag and has now apologized for the whole episode and has also explained precisely what went wrong.

Google introduced Gmail Mic Drop as its April Fools prank for 2016. It allowed users to reply to any email with a new Send + Mic Drop button. Clicking on the button added a mic drop GIF featuring a Minion and also muted the threat, so even if the recipients replied to the email the user wouldnt be able to see new emails in that thread.

You can immediately see how this might play out in the exact opposite way that Google would have wanted to. It didnt take long for the criticism to pile in and for Google to pull the plug on this prank.

It has since updated the original announcement post with an apology. The company says that its working to bring back Mic-Dropped messages that had subsequent replies in users inbox so that theyre able to read the emails they might have missed out on as the threads were muted once the Mic Drop functionality was used.

Google further says that it should have asked users before turning on the feature for all of them and it should have included a confirmation before sending. It also acknowledges that it didnt consider accidental clicks to the Send + Mic Drop button as it was placed too close to the regular Send and Send & Archive buttons and this ended up causing confusion.

Again, sorry. We love April Fools jokes at Google, and we regret that this joke missed the mark and disappointed you, it apologizes for the second time towards the end of the update to its post. Google has done much better in the past and we can be sure that its going to be extra careful about April Fools day pranks in the coming years.

Filed in Web. Read more about gmail and Google.

seo dallas

When running your business website, you also have to keep in mind SEO tactics. Search engine optimization increases the ranking that search engines such as Google, give your website when users search for words that relate to your site. Read this article to learn more about it!

Tailoring the meta tags of a website for search engine optimization is a profitable endeavor. Their content is thoroughly checked by search engines, even though meta tags are not usually visible to website visitors. This is a great area to pack with the most salient keywords the website owner wants to associate with his or her site.

Bold important keywords. Keep in mind that search engines crawl the code on your site and pay attention to words that you emphasize, though don't overdo it. The engines then consider those words in your ranking. Bold words that are important and you'll guide the search engines right to the words you want them to see.

When it comes to gaining higher positions in search engine rankings, you have to focus on relevancy. If the search engines notice that your site is valuable to to visitors, you can only raise your position. Just solely relying on SEO will not help your oraclenova.com ranking, you need to provide great content that will aid your viewers too.

When you are trying to achieve Search Engine Optimization, do not forget the importance of the description meta-tag. This means you must have excellent grammar and no typo's in the meta-tag. It should include at least two of your key-phrases. While the title of your site is critical in search results, an internet searcher will read the description to make their final decision on which site to click on.

Post videos of your products on the various video sites across the web. These video channels can open up your product or service to a whole new world of potential buyers who may never have visited your site on their own. Plus, these video channels tend to make it easy for a viewer to pass a link onwards to a friend, essentially increasing you market reach with no more effort on your part.

Using a specific keyword too often will actually count against you if you are trying to maximize the frequency of search hits. Search engines will be looking for keywords that are inserted in natural language. Therefore, you will have to not only use your keyword frequently, but the content must make sense.

Provide links to other websites and blogs to increase your views. If you have an active linking system, you will improve your search results within the major search engines. Find articles that you like that relate to your content and add links to them. Be sure however to keep your page from becoming just a page of links or you'll lose your viewers.

Publish content with as little HTML code as possible. Search engines prefer pages that favor actual content instead of tons of HTML code. In fact, they consistently rank them higher. So, when writing with SEO in mind, keep the code simple and concentrate on engaging your audience through your http://unex.uci.edu/areas/it/seo/ words.

Starting a blog is a great way to optimize a website's search engine performance. The structured, frequently-updated content of a blog is treated favorably by search engines, which drives up a website's position on the search engine results page. Committing to a high-quality blog will also draw a website into communication with its industry and visitors peers.

Trying to learn them all is not the best option, although the options are limitless when it comes to ways to improve your sites ranking. Depending upon your resources, you may not be able to learn each and every nuance of SEO. Instead, fully explore only a few strategies.

Create internal links over which you have control by making several small URLs with relevant content to improve SEO. Offsite links are always better for improving your search rankings. When you create small URLs where you control the content, you can ensure that the content has the right keywords to drive additional traffic to your site.

Staying away from flash will be key in maximizing your search engine optimization potential. Many search engines have trouble indexing flash content so creating a website entirely in flash or even with the majority of it made this way can be a critical error. Make certain that the text is rendered as HTML to allow search engines to see it if flash is outputting any text on your site.

Part of SEO is determining the exact word and phrases choices of the average person in your target market. One of the best ways to do this is by simple observation of these users' online behaviors. Regularly visit chat rooms, discussion boards, and review sites to get a feel for the specific words that site visitors use to describe your product or service.

When you make changes, back up your website. This may seem like common sense, but only a very small percentage of webmasters actually back up their website to their own computer (or another server, depending on the size of the backup.) Backups fail, so relying on a single backup done by your host could be dangerous!

If you're optimizing a website for a company, convince the owner to blog! People love to read what the big honcho in charge has to say, and they adore the idea of being able to communicate back with him through comments. This will drive a large amount of traffic to the site.

Make sure that you use a proper permalink structure, otherwise it could eat up valuable space that can be used for the SEO of your site. Modify it to where you can create completely relative links to your content. Don't allow that space to be filled with gibberish, keep it relative to your content to help your search engine ranking.

In order to find the best results for what you are looking for when using a search engine, it is important to not use too many words. The more words that you type into the search bar, the more specific that search has become and will hide many valuable options from you.

If you did not already, just how important it is to optimize your site to get the best results from the search engines, by now you should have realized. Knowing how to do so is a key part of running a successful web site. So, be sure to use the tips you've learned to raise your search rank.

Oracle Nova

5222 Belmont Ave #209

Dallas, TX 75206

(972) 370-5170

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