May 16 2024
What’s The Ideal Blog Post Length For SEO? via @sejournal, @searchmastergen

Whether there’s an ideal blog post length for SEO has been the subject of debate for as long as search engines have been on the web.

If I may borrow a phrase from Google itself, the answer to that question is “it depends.”

The two main variables to consider when deciding how long your posts should be are:

  • Subject matter.
  • Searcher intent.

The ideal length of a blog post on how to take the perfect selfie is going to be different from the ideal length of a post on the invention of the digital camera.

Why? For starters, one subject demands more information than the other in order to provide a complete answer.

Say what you will about the intricacies of selfie-taking, there’s simply more to cover when talking about the invention of the technology that makes selfies possible.

Secondly, searcher intent is a major factor to consider in the length of a blog post. Do they want to read a short or long article?

It’s likely the person who wants to learn about the history of digital photography is looking to consume a more substantial article than the person looking for selfie tips.

Despite the fact that global attention spans are narrowing, long-form content still performs exceptionally well in search.

However, short content is more than capable of ranking alongside longer content in search results. One isn’t necessarily better than the other.

There are literally hundreds of factors that go into ranking search results.

Is article length one of them? If so, what is the ideal word count?

Let’s look at what the statistics say.

Statistics Don’t Lie

Stats offer a pretty good starting point, but we all know they can sometimes also be manipulated.

So, let’s get something clear from the get-go: regardless of length, there is always going to be good content and there is always going to be bad content.

Studies examining hundreds or thousands of pages of content, like the one mentioned above, are probably not examining which content is really good, which is really bad, which is mediocre, and so on.

It’s analyzing article length and how that may affect how good or bad that content ends up being based on simple practicality.

It’s probably true that shorter content is easier and faster for people to read; I’m not going to dispute that.

But does that one-word answer satisfy the question/query a user is looking for? Sure, some questions can be answered in as little as one word, but that’s not usually quality content.

That’s a one-word answer with no explanation or sourcing, and Google (usually) knows that’s not enough to distinguish a piece of content as high-quality, educational, and resourceful.

Of course, there are one-word answers that would be deemed useful and could score the featured snippet in Google, also called Position Zero.

Plus, good content comes in many forms; it’s compelling and often easier to digest because of sourcing, rich media, and sensible structure/formatting.

Google wants substance, evidence, and facts from authority entities on whatever the topic may be. Turns out, longer content typically has these elements baked into it.

That’s a big reason why long-form content ranks better in organic search than short content.

According to a HubSpot study from 2021, the ideal blog post length for SEO should be 2,100-2,400 words.

That’s a lot longer than the 200- or 500-word blog posts most writers or webmasters think is ideal.

Depending on the query, the search results on Page 1 may not be flooded with blog-style content, but the content that is going to be deemed resourceful by users — and Google — certainly may include well-constructed, thoughtful blogging content that satisfies a search query.

And that should be your goal as you begin planning content ideas and article structure for your website’s blog and other written on-site content.

What Does Google Say About Blog Post Length?

Google stands firm that word count is not a ranking factor.

There’s an entire episode of SEO Mythbusting dedicated to the topic of 0n-page content.

Google’s Martin Splitt confirms the number of words on a page is not taken into consideration when ranking search results.

What he means by that is Google does not total up the number of words on a page and use that number as an indication of quality.

A page with 1,000 words is not automatically seen as higher quality than a page with 500 words because it has twice as much content, for example.

That messaging is consistent whenever Googlers are asked about word count, which is a topic that comes up quite often.

Here’s Google’s John Mueller getting asked about it on Twitter. He states:

“Word count is not indicative of quality. Some pages have a lot of words that say nothing. Some pages have very few words that are very important & relevant to queries. You know your content best (hopefully) and can decide whether it needs the details.”

It’s important you don’t read that statement and think you can publish the bare minimum amount of content because Google doesn’t care how many words are on a page.

The number on its own means nothing to Google. However, Google’s algorithm is designed to satisfy user intent, and the intent of the search may call for a longer article over a shorter one.

What you should take away from Google’s position on blog post length is to focus on satisfying searchers. If a short post satisfies the query, then there’s no need to extend the length in hopes of pleasing Google.

Quality Over Quantity: Don’t Focus On Article Length

Too many people put too much emphasis on the average word length for articles and the misunderstood importance of having more than a certain number of words on each page to rank well.

Sure, it’s important to have some substance (and length) to the piece, but it’s not worth publishing a 2,500-word redundant review of a movie talking about the main character’s bad hair and foul language four different ways throughout the entirety of the content.

Surely the movie offered other elements and scenes that make the movie good or bad. Talk about them. Expand on real situations with reactions and in-depth explanations.

That’s what people are looking for when they search for information about a movie. “Was the movie good?”; “Why was it good or bad?”; and “Should I watch it?” are the real questions. The best movie reviews answer all three of those questions and don’t make it hard to figure out.

Give users what they want regardless of how many words it takes to say it. If it feels like you’re writing uninteresting copy for the sake of inflating the word count, know that your readers can feel it as well.

Moreover, Google is capable of recognizing content that contributes little to no added value to the web. That means longer posts can actually hold your site back in search if they don’t say anything useful.

Choose Your Target Audience: People, Personas, And Keywords

Like all good web content, you need to have a goal — a target.

You need to study your target audience. Who’s going to search for and consume your content?

You also need to consider that person’s level of intent as well; are they looking for basic discovery information, or are they trying to buy something right now in as few clicks as possible? Your content will reflect that person and their different stages of user intent.

Ideally, good content is mapped out before it is even created. It should connect the goals of your website/business and the content you are publishing with the goals of the users looking for it.

If you’ve done your audience research and still aren’t sure how long your posts should be, you can get a better idea by looking at the content they’re already consuming.

Search for keywords you want to target and examine the content that shows up on the first page. The length of those blog posts is a good source of insight into what it takes to answer those queries.

Content should satisfy a user’s search query. Thus, content should satisfy the user.

And, most importantly, there may very well be similar content on a website that satisfies various stages of user intent for one specific topic. That isn’t an accident.

Don’t Just Focus On Written Page Copy

Quality content goes beyond just written words. The best content connects thorough research and respectable writing with a user’s interest (their search query).

Even a great video should be accompanied by well-written text that explains the video, it’s concept and goals, and any other resources that may improve the content to better help the user.

That’s our ultimate goal as content strategists: offer the best information, in the most appropriate format, on the right platform.

For some topics, a blog post may not even be the best way to communicate the information to searchers. A detailed tutorial, for example, might be more suited for a video demonstration.

Content like an interview with an industry expert may be more preferable to consume in audio format than in plain text.

Sometimes the written word is the best way to communicate information. But other topics are more suited to visual, requiring photos or video. Sometimes, audio files will be the best type of rich media.

When you use visual or audio content, be sure to accompany it with written content that can connect the dots and make sense of everything on the page, as well as help users find your content.

That’s not only a good practice for readers, it’s necessary for Google as well. Word count is irrelevant, at least some written content is required to provide context to photos, videos, and audio shows.

Summary

Your content can take many forms, and it can be discovered and consumed in numerous ways.

It shouldn’t be your goal to write 2,500 words on a blog post because that seems like the “perfect length” to rank well in organic search.

If you’re worried about hitting an ideal blog post length for SEO, then you’re missing the point entirely.

Your goal should be to supply the best, most useful (and optimized) version of the content for your target audience that matches their intent.

Your audience will appreciate it – and your website analytics will reflect that.

More resources:

Featured image: fizkes/Shutterstock

FAQ

Does the length of a blog post affect its SEO performance?

The length of a blog post can affect its SEO performance, but it’s not the sole factor. Quality content that meets user intent is more important. Longer content tends to include more detailed information, which can help satisfy user queries better, leading to higher rankings. However, short content can also rank well if it effectively answers the searcher’s question. Focus on the substance and quality of your content rather than just the word count.

What factors should be considered when determining the length of a blog post?

When determining the length of a blog post, consider the subject matter and searcher intent. Some topics naturally require more detail than others. For instance, a post about the history of digital cameras may need more words than a post about taking the perfect selfie. Additionally, consider what the searcher is looking to achieve; are they seeking a quick answer or an in-depth exploration?

How can I create content that ranks well in search results?

To create content that ranks well, focus on providing value and meeting user intent. Conduct thorough audience research to understand what your target readers are looking for. Use appropriate keywords and ensure that your content is well-structured, including sourcing, rich media, and logical formatting. Combine written content with other formats like videos, audio, or images if they help to better explain your topic. Quality and relevance should be prioritized over simply aiming for a specific word count.

Ecommerce MGMT 0 Comments
May 16 2024
11 Classic Examples Of Exceptional Jingle & Slogan Writing via @sejournal, @searchmastergen

The best copywriting makes an emotional connection that leaves your audience craving more.

How can you make this sort of memorable impression on your target audience?

The slogans and jingles used by major brands are designed to stick in the audience’s mind.

That way, months or even years later, you may catch yourself humming a tune from a commercial or reciting a catchy slogan.

In this article, you’ll find 11 examples of the most popular slogans and jingles in advertising and learn the copywriting tricks that make them so compelling.

11. Motel 6: “We’ll Leave The Light On For You.”

This Motel 6 slogan was born in the best way: as an ad-libbed line-turned-instant success – and a perfect representation of the motel brand and its values.

Created off the cuff by NPR personality Tom Bodett, this slogan was an optimal way to convey the hotel chain’s welcoming spirit, affordable prices, and general availability.

A slogan that has lasted more than 30 years with no signs of stopping, it clearly stands for what Motel 6 is trying to communicate.

And it’s working.

If it isn’t broke, don’t fix it.

10. Maybelline: “Maybe She’s Born With It. Maybe It’s Maybelline.”

Used since 1991, the slogan was the anchor for “the number one cosmetics company in America” and its advertising.

It made it until 2016, when it was replaced by the brand’s new “Make it Happen” tagline. But not before it was voted “most recognizable” over the last 150 years by Marketing Week in 2013.

9. Red Bull: “Red Bull Gives You Wings.”

Red Bull has been a revolutionary product creating a revolutionary experience since the Austrian company’s inception in 1987.

And what better way to do that than with a slogan like “Red Bull gives you wings” for an energy drink that was going to change your day, and ultimately your life?

The only problem was, Red Bull wasn’t offering much more than the average cup of coffee in terms of a jolt (via caffeine). And the U.S. District Court of the Southern District of New York decided that the slogan was misleading customers.

The extra pep in your step – or “wings” as Red Bull called them in its marketing – was deemed ambiguous and Red Bull paid out a $13 million settlement.

8. Skittles: “Taste The Rainbow.”

Remarkably, even decades after it was created, the slogan for Skittles, “Taste the rainbow” has done plenty right.

What began in 1963 under the name “Glees,” Skittles have become the most popular non-chocolate candy in America with its iconic slogan.

Sure, being a tasty candy helps.

But the brand’s marketing has found a way to keep the same slogan throughout multiple generations, all while effectively communicating with its audience in a way that has kept us listening, watching, and even laughing.

The slogan has helped convey an enticing image for its product and its relationship with the “rainbow” reference, a connection it will likely always – at least for the general future – be associated with.

And for good reason.

7. McDonald’s: “I’m Lovin’ It.”

Another jingle that was communicated – at least in the beginning – by a famous personality was McDonald’s long-running slogan of “I’m lovin’ it,” which got assistance from Justin Timberlake in 2003 when it launched.

The fast-food company’s campaign was anchored around the J.T. song by the same name, which became one of Timberlake’s full-length songs on his album at the time.

McDonald’s spent $1.37 billion in advertising in 2003 when the campaign launched, which led to an 11% increase in sales that year ($17.1 billion).

So, yeah, you could say it worked.

6. Marines: “The Few. The Proud. The Marines.”

Used since 1977, “The Few. The Proud. The Marines.” has remained one of the Marines’ primary recruiting slogans, but it hasn’t been the only one.

Other, similar slogans were used (i.e., “If everybody could get in the Marines, it wouldn’t be the Marines”) but none have lasted as long as “The Few. The Proud.”

Each supplemental slogan has served a distinct purpose to the Marines recruiting missions in terms of needs of the military branch throughout different generations, according to the Marine Times.

“The Few. The Proud.” was nearly dropped in 2016 after the organization explored other possibilities but made a proud return to the Marines’ marketing strategy after a short hiatus in 2017.

“‘The Few. The Proud.” does a great job distinguishing (the Marines) from the other branches (of military) and making us prestigious to recruits, but it doesn’t say anything about what we do or why we exist,” said Lt. Col. John Caldwell, a spokesman for Marine Corps Recruiting Command, to the Marine Corps Times in 2016.

5. Army: “Be All You Can Be.”

While the Army has since stopped using its “Be all you can be” slogan, its impact cannot and has not been ignored.

And it still resonates today.

The slogan was used by the land warfare service branch from 1980 through 2001 and was eventually replaced by several new attempts to effectively reach its target audience.

First came “An Army of one,” which ran from 2001 to 2006 but didn’t show the same success as “Be all you can be.”

That was eventually replaced by the short salute “Army strong” in 2006, which was successful, but did not carry the same type of message as “Be all you can be,” according to Sergeant Major of the Army Daniel Dailey.

“‘Be All You Can Be’ was a national identity to the Army … it is still today,” Dailey said. “I can say ‘Be All You Can Be’ and people just – it was the national identity to the Army.”

That’s a slogan that’s certainly implanted in many of us who grew up around that 21-year stretch of “Be all you can be” messaging. I know I’m one of them.

4. Burger King: “Have It Your Way.”

The fast-food chain’s most successful slogan to date, “Have it your way” was a revolutionary call-to-action for Burger King’s customers to order what they want, how they want it.

It’s easily Burger King’s most well-known slogan in a battle that was devoted to catching up to McDonald’s while also fending off other chain challengers. The slogan helped (the best it could).

BK ditched the phrase in 2014 and has since replaced it with several new slogans, including the “Be your way” slogan and, most recently, “Feel your way” slogan, both obvious plays on the original jingle.

3. GEICO: “15 Minutes Could Save You 15% or More on Car Insurance.”

GEICO spends more than a billion dollars a year to tell potential customers they could save money if they use it as their insurance company.

It was the top brand advertiser on YouTube in 2019, and it shows.

We all know the slogan – and the humorous commercials that often accompany it.

It’s simple, concise, and communicated across a multitude of mediums: switch to GEICO and you’ll save money.

It’s also (mostly) true, according to a study by Forbes.

Catchy, easy-to-remember, and, most of all, legitimate in its claim – the GEICO recipe for success has helped build one of the most noticeable brands in America.

It also helps to have deep pockets, A.K.A. budget.

2. Farmer’s Insurance: “We Know A Thing Or Two Because We’ve Seen A Thing Or Two.”

Another insurance company making big noise in a clouded insurance market is Farmer’s.

Competing among some of the most notable advertisements in rotation (see: Geico, State Farm, All State), Farmer’s nails this slogan that is based on real-life facts and statistics and also relays a message of confidence and trust to its customers.

Built around the idea that Farmer’s has dealt with some seemingly unbelievable insurance claims – and properly taken care of those involved and covered by Farmer’s – the car insurance company-turned multi-line, multi-company insurer and financial services group even has Unbelievable Claims section on its website to back up its claim.

It’s tough to contend with high spenders like GEICO, but at least when Farmer’s does it, it drives home a strong and meaningful (and true!) slogan that can help put customers at ease.

1. Nike: “Just Do It.”

The power of the best slogan of the several decades comes from not just its longevity, but its overall impact, not just on the fitness and footwear industries, but in powerful and meaningful walks of life.

That it would also help shift the industry when Nike needed it most makes it that much better, too.

Aiming to gain market share from other brands like Reebok, advertising executive Dan Wieden created the game-changing slogan on Nike’s behalf from two unusual places in 1988, further adding to the longstanding tagline’s lore.

“It was about the ultimate statement of intention,” Liz Dolan, former chief marketing officer at Nike, told The Washington Post. “It had to be personal.”

And it was and continues to be.

Just as momentous as its support to helping Nike grow into the worldwide powerhouse it is today is the ability it has had to adapt and continue to still inspire to this day.

From Colin Kaepernick and his stance against social injustices to women’s equality and admiration, to being a large part of some of the gutsiest performances by athletes across the world, Nike’s message has consistently motivated humans to be faster, stronger, and better.

“Just do it” has only grown in intensity and effectiveness as Nike continues to utilize the message and the underlying drive-home point in all of its overarching messaging.

It’s evolved into a cultural rally cry for standing up for what’s right, fighting your hardest, and making a real impact that isn’t limited to the field, court, or rink.

Nike will continue to use the infamous tagline for many more years to come, and it will likely keep winning by doing so and shifting with the times.

Slogan Writing Tips and Resources

Ready to write a catchy slogan for your brand?

Here are some resources that will help you sharpen your writing skills.

Incorporate your brand’s main keyword phrase like Geico or name like Maybelline to ensure your audience remembers the most important part of your message.

Conclusion

If you instantly recognized or had music come to mind when seeing one of these examples, congratulations.

It just proves that slogans and jingles have the kind of staying power you want in your advertising and marketing.

More resources:

Featured Image: Shutterstock/Yuliia D

FAQ

How have slogans contributed to brand success over time?

Slogans contribute to brand success by creating a strong, recognizable identity that easily sticks in the consumer’s mind. For instance, GEICO’s “15 minutes could save you 15% or more on car insurance” clearly communicates the value proposition, helping to differentiate the brand in a competitive market. Similarly, McDonald’s “I’m Lovin’ It” encapsulates the positive experience associated with the brand, reinforcing customer loyalty and driving sales. Long-lasting slogans like these become synonymous with the brand, continually attracting and retaining customers.

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Why is consistency important in brand slogans?

Consistency in brand slogans is crucial as it reinforces the brand message and builds a strong, cohesive identity over time. This predictability helps consumers associate specific values, emotions, and expectations with the brand. For example, Skittles’ “Taste the Rainbow” has remained effective across generations, maintaining its appeal through consistent use. Consistent slogans also help streamline marketing efforts and boost brand recall, as familiar phrases are ingrained in the audience’s memory, leading to enhanced brand loyalty and consumer trust.

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Can a brand change its slogan without affecting its identity?

A brand can change its slogan, but it must do so carefully to maintain its identity. If done correctly, a new slogan can refresh the brand image while preserving its core values. For example, when Maybelline shifted from “Maybe She’s Born With It. Maybe It’s May

Ecommerce MGMT 0 Comments
May 14 2024
Should You Include FAQs On Product Or Category Pages? via @sejournal, @rollerblader

This week’s Ask An SEO question comes from Aleksandar, who asks:

“Is there a role for product Q&A for a fashion brand, which only sells its own branded products, besides the obvious question on the sales/delivery/return process?”

Yes, there is absolutely a role for product Q&A, and for FAQs on collections or categories.

This applies to all niches and industries and is especially relevant in fashion, even more so when the company retails its own products.

But it isn’t SEO-focused; it is about the user experience.

Don’t limit yourself to FAQs alone, descriptions, and answering common questions in the copy works, too. This is something we do a lot in conversion rate optimization (CRO).

A positive impact, when done correctly, is a reduction in customer returns and wait times due to poor website experiences with customer support. I share some examples by page type below.

Proper Q&A on relevant pages answers visitors’ questions so they know the product or service will meet their needs. When you build the consumer’s confidence, they may be more inclined to click add to cart, schedule a meeting, or fill out a form.

Don’t be afraid to say the product or accessory won’t work either, this lets you have an internal link to the product or service while leading them to a working solution.

The first place we look for questions are live chat transcripts and customer service emails – and then we go to the web.

If you look at popular review sites, forums, and communities, you’re going to find questions that your own customers and your competitor’s customers are asking.

Here are a few examples by page type that I either researched or really want to try if the opportunity arises. I’ll start with product pages, then do categories, and finally, a homepage and FAQ.

Product Pages

If the query is about the product in particular and it doesn’t apply to other products you sell, place the content on the specific product page.

I normally do the catch-all vs. the variants like size or color. If you have your canonical links set correctly, you can include them on variants. I’ll use fashion here as the example since that was in your question.

Answer product questions like how the fit of the garment feels, or maybe whether it is meant for pear body shapes or diamonds. You can also compare the sizing of your products to popular brands, like how your company’s medium size fits like the XYZ size at AB, a popular retail store with the same customer demographics.

Do you sell hair care products? Mention the hair types as well as thickness and lengths it is best for, or if it is not good for hair that is dry or chemically treated.

This applies to shoes, too, where you’ll want to talk about them being good for play or comfort, road running or trail hiking, and whether the person pronates or not.

Putting this information in the copy above the call to action (CTA) can help the user make a decision, and there is no harm in placing them in FAQs on the page since they are product-specific. I’ve done this with electronics, fashion, toys, tools, and plenty of other niches.

Collections And Categories

If you work in Shopify, you’ll know this as collections; for most other platforms, they’re called categories. It is a grouping of similar products or services that meet a consumer’s needs.

It could be split by sizes, colors, variations, etc., and adding in questions and answers works just like the product pages above.

In the copy above and below the product grid, don’t keyword stuff for SEO. Instead, answer the questions consumers are asking while focusing on brand talking points and benefits.

You’ll be displaying why the person should shop from the selection of options on the page, have opportunities for natural internal links, and be able to build confidence that the consumer is in the right place.

Instead of a retail experience, I’ll use cruise ships for this one.

I’ve never worked with a cruise company before, but I’ve had this idea for about 10 or so years and have never seen it done. I was researching which cruise to take and saw cabin bathroom questions for a person of size often come up in forums.

I have about 20 more ideas for cruise lines, airlines, and hotels that are similar. Hint hint: If you work in this space, submit an Ask An SEO question so I can get them into writing and out into the world.

Cruise ships are notorious for maximizing limited space. That means they may not be friendly for all types of consumers based on size and physical abilities. You could use text and written language, which is normally smart, and you can use visuals.

My idea here is to have eight or so “tour guides” that can walk the person through the experience as themselves. At least one model should be over 6 foot 5, one should be plus size, and one in a wheelchair.

Not all showers in all cabin types will be able to accommodate someone who is larger, for example. By having a model that resonates with the cruise shopper, they can find out if the cabin type is a match, and the tour guide can walk them through which cabin experience may be better and alternatives like a locker room shower.

Locker room showers on the ships tend to be large and spacious, and the water pressure is normally fantastic. This appeared in multiple comments when I was doing the research and true on the ship we were on.

Tall people may want to see what it’s like to walk through the ship, try the games and amenities like waterslides, and see if there are activities they may not be able to participate in.

The same goes for someone in a wheelchair or who has mobility issues.

If they can have a tour guide that shows the distance from specific rooms to elevators and the fastest routes possible to dining areas and entertainment, they will know if the ship or cabin they’re looking at is right or if they should select a different one.

Home And FAQ Pages

Your homepage and FAQ pages are more similar than you think. The homepage is the perfect space to answer questions about your brand, service, and product lines, as well as things customers want to know. Do this in paragraph form.

You’ll be building natural mentions of collection or category pages for keyword rich internal links that guide the user to the correct experience while you build consumer confidence.

On your FAQs, list out brand and company questions that do not apply to a specific category or product. This could include hours of operation, return policies, where you ship to, and the costs, as well as funny questions to hide an “easter egg” for consumers and fans of your brand to find.

Before you begin adding FAQs to any page, make sure the FAQ applies to that page and not to others. You don’t want to add content for the sake of adding content.

Questions and answers on a collection page should be about the collection, not a specific product. And product questions shouldn’t be about company policies, they should be about the product on that page.

I hope you found this answer helpful. It is one of the tools we use to help save on logistics and overhead expenses and to increase conversions. Great question, and thank you for asking it!

More resources: 

Featured Image: Visual Generation/Shutterstock

Ecommerce MGMT 0 Comments
May 6 2024
Google Core Update: How To Write High-Ranking, High-Quality Content in 2024 via @sejournal, @fiverr

This post was sponsored by Fiverr Pro. The opinions expressed in this article are the sponsor’s own.

Were you impacted by Google’s recent core update?

Have your search visibility and rankings begun to drop?

Even in the era of automation, quality still wins over quantity when it comes to search rankings.

With the recent surge of generative AI, the demand for human-created, high-quality content is greater than ever.

Google’s latest update aimed to improve search result quality by reducing unhelpful, unoriginal content by 40%.

So, what kind of content does Google deem high quality these days?

How can you ensure your content performs well on search engines in 2024?

The simple answer is to focus on user experience rather than the search engine itself – in other words: make human connection the priority.

While many businesses are taking advantage of AI tools to populate their sites, those who still see the value in human-created, user-centric content will ultimately win out.

In this guide, we’ll break down the key steps to creating high-quality content that ranks on Google in 2024.

Step 1: Align Your Content Strategy With Campaign & User Journey Goals

Delivering the right content to the right audience at the right time is crucial for SEO success.

And with Google’s latest core update, it’s more important than ever to provide a seamless and personalized experience for your audience throughout their user journey.

Here’s how you can use audience research and user insights to create content that drives results:

  • Identify Your Target Personas: Start by defining your ideal audience personas. Understand their demographics, preferences, pain points, and behaviors.
  • Map Out Your User Journey: Visualize the various stages your customers go through, and identify the touchpoints where they interact with your brand.
  • Tailor Your Content To Each Stage: Meet your audience at each stage of the user journey, and address their specific needs with content that’s relevant, targeted, and effective.

Pro Tip: Don’t have the time or bandwidth to tackle these tasks? You can still move your business forward by hiring a professional SEO strategist to help plan your campaigns and keep you on track.

Image created by Fiverr Pro, April 2024

Step 2: Analyze Real User Data & Identify Content Gaps

As you’re building your content strategy, you’ll need insights into your audience’s behavior, preferences, and engagement patterns.

Utilize analytics tools to gather valuable user data and track key metrics such as website traffic, click-through rates, and conversion rates.

With this information, you can conduct a thorough audit of your existing content and identify gaps and areas for improvement.

Here’s how you can adjust your strategy to a more user-centric approach:

  • Build credibility by honing in on E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness).
  • Try leveraging real experts as content creators, elevating their first-hand experience to create truly helpful content from a trustworthy source. (This is particularly helpful for subjects such as finance or medicine.)
  • Be sure to display the writer as an experienced, authoritative figure in your post, with a link to an author archive page.
  • Maintain relevance by keeping your content up to date and checking frequently for possible revamps.

Get started by outsourcing your audience research and content auditing needs to a Fiverr Pro freelancer.

Step 3: Plan Content That Matches User Intent

Once you gain a deeper understanding of your customer touchpoints, it’s time to plan your content accordingly.

Start by developing detailed outlines for each piece of content that match user intent and meet their needs and expectations.

“Understanding and aligning content with user intent is crucial for SEO success. With Google’s algorithm updates, it’s essential to create content that is not only helpful but also answers specific questions your target audience has. Focus on crafting content that resonates with your audience, addresses their needs, and communicates your message clearly, while ensuring it’s relevant, engaging, and directly addresses the concerns and interests of your readers.”

– Alan Redondo, SEO and PPC Expert

It’s also important to establish your own unique voice, as authentic and original content tends to rank higher on SERPS.

And make sure to avoid fluff and keep your content to the point – searchers want to see their questions answered and needs addressed with as little fuss as possible.

If content is not exactly your specialty but you’re ready to start laying out the process, try Fiverr Pro’s professional services to get the help you need.

Image created by Fiverr Pro, April 2024

Step 4: Write Content With Proactive Engagement In Mind

When you create content, the goal is to encourage interaction, discussion, and sharing among users, which boosts your brand awareness organically.

One effective strategy is to craft compelling headlines, introductions, and calls-to-action that prompt users to engage with your content.

You can also use interactive elements such as polls, quizzes, and surveys to encourage participation and feedback.

If you’re looking to maximize user engagement, a multichannel approach is key.

Choose the most appropriate content formats and channels for each stage of the user journey, and consider using blog posts, social media, email campaigns, etc. based on where your audience is most active.

Pro Tip: User Generated Content (UGC) can be beneficial for your overall search strategy. With Google favoring human insights, comment sections and other forms of human interactions are helpful for discoverability.

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Step 5: Analyze Performance & Pivot

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Are they finding it helpful and engaging, or are there areas where you could improve?

Take note of any trends or patterns that emerge and use this information to inform future content decisions.

Image created by Fiverr Pro, April 2024

Embracing Human Talent In The AI Era

The human touch is essential to SEO success in today’s landscape, and Google’s latest update supports that.

As it stands, content that’s created for and by humans will outperform generic, AI-generated content every time.

So if you’re looking to set your website apart, it’s best to pivot away from sheer search volume and more towards what will resonate deeply with your target audience.

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But let’s say you’re a small business owner with a small team and limited hiring capacity.

How do you compete with organizations that have the in-house expertise necessary to implement this kind of content strategy?

How can you access the human talent needed to form genuine connections with your audience?

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Fiverr Pro, for example, is a great solution for matching and collaborating with top-tier, pre-vetted freelance talent.

You can use it to find people with the right set of skills to help you execute your projects and add that much-needed human touch to your content.

In the meantime, use these tips to build out your content strategy, so that as you begin to expand your team, you’ll know which tasks to prioritize, moving forward.

Elevate Your Content Strategy With Fiverr Pro

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Image Credits

Featured Image: Image by Fiverr Pro Used with permission.

Ecommerce MGMT 0 Comments
Mar 28 2024
Marketing Calendar 2024 With Template To Plan Your Content via @sejournal, @theshelleywalsh

Setting yourself and your organization up for successful marketing means understanding the interesting dates, holidays, and events throughout the year that you can leverage for your brand.

Pulling that information together takes time and effort, so we’ve done the legwork for you.

Our complete marketing calendar for 2024 with a template gives you all the information you need to plan your content.

You can customize this easily referenceable table and pull out the relevant dates for your business to create your own 2024 marketing calendar.

For planning content and social media campaigns, using a marketing calendar gives you insights and opportunities to tie your content into well-known events in engaging ways.

These range from big sporting events to awareness months that you can plan content around, to public holidays so you can leverage them for engagement.

Free Marketing Calendar And Template For 2024

Below, we have listed some of the major holiday highlights for 2024. We have also compiled a free spreadsheet that lists many obscure awareness days to help you plan content in any niche.

The full 2024 marketing calendar and template are available at the end of the article, with a breakdown of each month.

This calendar focuses mainly on the U.S. and Canada, with some major international and religious holidays included.

Your 2024 Holiday Marketing Calendar

January

January is a time of resolutions and fresh starts, with many picking a goal for the year or looking to make a change.

It can be a slow start, given that many people are still recovering from the end of last year, but that gives you time to plan your calendar and ease into a new year of content.

There are plenty of broad activities to lean into, like Veganuary and National Hobby Month, to connect with audience lifestyles.

Events in January always have all eyes on them, too, like the Golden Globes and Winter X Games, so content around them can kickstart your 2024 engagement.

Monthly Observances

  • International Creativity Month
  • National Blood Donor Month
  • National Braille Literacy Month
  • National Hobby Month
  • Dry January
  • Veganuary

Weekly Observances

  • January 1-7 – New Year’s Resolutions Week
  • January 1-7 – Celebration of Life Week
  • January 1-7 – Diet Resolution Week
  • January 8-14 – Home Office and Security Week

Days

  • January 1 – New Year’s Day
  • January 1 – Mexican Independence Day
  • January 1 – Global Family Day
  • January 2 – National Science Fiction Day
  • January 4 – World Braille Day
  • January 6 – Epiphany
  • January 7 – Orthodox Christmas
  • January 10 – Golden Globes
  • January 13 – Korean American Day
  • January 13 – Stephen Foster Memorial Day
  • January 14 – Orthodox New Year
  • January 14 – Ratification Day
  • January 15 – Martin Luther King Jr. Day
  • January 15 – Civil Rights Day
  • January 17 – Ditch New Year’s Resolutions Day
  • January 17 – Benjamin Franklin Day
  • January 18-28 – Sundance Film Festival
  • January 20 – World Religion Day
  • January 24 – Tu BiShvat
  • January 26-29 – Winter X Games
  • January 27 – International Holocaust Remembrance Day
  • January 28 – Data Privacy Day

Popular Hashtags for January:

  • #NewYearsDay
  • #ScienceFictionDay
  • #NationalTriviaDay
  • #NationalBirdDay
  • #NationalStickerDay
  • #GetToKnowYourCustomersDay
  • #CheeseLoversDay
  • #MLKDay
  • #NationalHuggingDay
  • #PieDay
  • #NationalComplimentDay
  • #PrivacyAware

February

Despite being the shortest month, February is full of interesting events you can leverage for your marketing campaigns.

The colder days can leave people looking for things to get involved with from the comfort of their homes. So, make sure your content is working in line with popular days to attract people to your organization’s content.

Spread the love on Valentine’s Day, celebrate the Lunar New Year, and embrace Black History Month as we enjoy a slightly longer February with 2024’s Leap Year.

Monthly Observances

  • Black History Month
  • American Heart Month
  • National Heart Month
  • National Weddings Month
  • National Cancer Prevention Month
  • National Library Lovers Month
  • Celebration of Chocolate Month

Weekly Observances

  • February 7-13 – African Heritage and Health Week
  • February 9-14 – New York Fashion Week
  • February 11-17 – Freelance Writers Appreciation Week
  • February 11-17 – International Flirting Week
  • February 11-17 – Random Acts of Kindness Week
  • February 18-24 – Engineers’ Week
  • February 19-25 – National Pancake Week
  • February 28-March 5 – National Eating Disorders Awareness Week

Days

  • February 1 – First Day of Black History Month
  • February 1 – National Freedom Day
  • February 1 – National Change Your Password Day
  • February 2 – Groundhog Day
  • February 4 – Rosa Parks Day
  • February 4 – World Cancer Day
  • February 4 – The Grammy Awards
  • February 7 – National Girls and Women in Sports Day
  • February 10 – Lunar New Year
  • February 11 – Super Bowl Sunday
  • February 11 – International Day of Women and Girls in Science
  • February 12 – Abraham Lincoln’s Birthday
  • February 12 – Red Hand Day
  • February 12 – Georgia Day
  • February 12 – Darwin Day
  • February 13 – Mardi Gras
  • February 13 – International Pancake Day
  • February 14 – Valentine’s Day
  • February 14 – Ash Wednesday
  • February 14 – Arizona State Day
  • February 15 – Susan B. Anthony’s Birthday
  • February 18 – NBA All-Stars
  • February 18 – Daytona 500
  • February 19 – Presidents’ Day
  • February 22 – George Washington’s Birthday
  • February 29 – Leap Day

Popular Hashtags for February

  • #GroundhogDay
  • #WorldCancerDay
  • #NationalWeatherpersonsDay
  • #SendACardToAFriendDay
  • #BoyScoutsDay
  • #NationalPizzaDay
  • #ValentinesDay
  • #RandomActsOfKindnessDay
  • #PresidentsDay
  • #LoveYourPetDay

March

March marks the beginning of spring, and the days start to get longer. Whether March Madness turns up the heat or Easter is on its way, there are plenty of exciting events to get your content involved with.

Some of the monthly observances, such as Women’s History Month or The Great American Cleanup, can serve as great causes for regular engagement this month.

Monthly Observances

  • Women’s History Month
  • Nutrition Month
  • Music in Our Schools Month
  • Craft Month
  • American Red Cross Month
  • The Great American Cleanup
  • Ramadan begins on March 10

Weekly Observances

  • March 10-16 – Girl Scout Week
  • March 10-16 – National Sleep Awareness Week
  • March 17-23 – National Agriculture Week
  • March 24-30 – National Cleaning Week

Days

  • March 1 – Employee Appreciation Day
  • March 1 – Zero Discrimination Day
  • March 1 – Global Unplugging Day
  • March 3 – World Wildlife Day
  • March 3 – National Anthem Day
  • March 4 – International HPV Awareness Day
  • March 8 – International Women’s Day
  • March 10 – Daylight Savings
  • March 10 – Ramadan
  • March 12 – 96th Academy Awards Ceremony
  • March 14 – Pi Day
  • March 15 – The Ides of March
  • March 17 – St. Patrick’s Day
  • March 17 – NCAA March Madness
  • March 17 – World Sleep Day
  • March 18 – Global Recycling Day
  • March 19 – Nowruz
  • March 19 – Spring Equinox
  • March 22 – World Water Day
  • March 24 – Palm Sunday
  • March 24 – Purim
  • March 26 – Epilepsy Awareness Day
  • March 27 – World Theatre Day
  • March 28 – MLB Opening Day
  • March 28 – Maundy Thursday
  • March 29 – Good Friday
  • March 30 – Holy Saturday
  • March 31 – Easter Sunday

Popular Hashtags for March

  • #PeanutButterLoversDay
  • #EmployeeAppreciationDay
  • #ReadAcrossAmerica
  • #DrSeuss
  • #WorldWildlifeDay
  • #NationalGrammarDay
  • #BeBoldForChange
  • #DaylightSavings
  • #PiDay
  • #StPatricksDay
  • #FirstDayofSpring
  • #WorldWaterDay
  • #NationalPuppyDay
  • #PurpleDay
  • #NationalDoctorsDay
  • #EarthHour

April

April is probably best known for April Fools’ Day, and a chance to get creative with parody and spoof content for your calendar that can make your customers smile.

Earth Month also means you can make more eco-friendly posts about your organization’s commitment to reducing its impact on the planet.

You also might want to get your cape out of storage on April 28th for National Superhero Day.

Monthly Observances

  • Earth Month
  • National Autism Awareness Month
  • Parkinson’s Awareness Month
  • Celebrate Diversity Month
  • Stress Awareness Month
  • Ramadan ends on April 8

Weekly Observances

  • April 15-21 – Animal Cruelty/Human Violence Awareness Week
  • April 21-27 – National Volunteer Week
  • April 21-27 – Administrative Professionals Week
  • April 22-26 – Every Kid Healthy Week

Days

  • April 1 – April Fool’s Day
  • April 1 – Easter Monday
  • April 2 – World Autism Awareness Day
  • April 2 – International Children’s Book Day
  • April 5 – Lailat al-Qadr
  • April 6 – National Walking Day
  • April 7 – National Beer Day
  • April 7 – World Health Day
  • April 8 – Total Solar Eclipse
  • April 10 – Eid-Al-Fitr
  • April 11-14 – Masters Tournament PGA
  • April 11 – National Pet Day
  • April 12-21 – Coachella Music Festival
  • April 13 – Thomas Jefferson’s Birthday
  • April 13-15 – Songkran
  • April 15 – American Sign Language Day
  • April 15 – Tax Day
  • April 15 – Boston Marathon
  • April 15 – Patriots’ Day
  • April 16 – Emancipation Day
  • April 21 – World Creativity and Innovation Day
  • April 22 – Earth Day
  • April 22 – Passover starts
  • April 26 – Arbor Day
  • April 27 – World Design Day
  • April 28 – National Superhero Day
  • April 30 – National Honesty Day
  • April 30 – Passover ends

Popular Hashtags For April:

  • #AprilFools
  • #WAAD
  • #FindARainbowDay
  • #NationalWalkingDay
  • #LetsTalk
  • #EqualPayDay
  • #TaxDay
  • #NH5D
  • #NationalLookAlikeDay
  • #AdministrativeProfessionalsDay
  • #DenimDay
  • #EndMalariaForGood
  • #COUNTONME
  • #ArborDay
  • #NationalHonestyDay
  • #AdoptAShelterPetDay

May

May brings a lot of variety with it as there are plenty of good causes to raise awareness for, plus major sporting events and unique celebrations you can join in with.

Cinco de Mayo, the Kentucky Derby, and Memorial Day are just a few examples of events that will have lots of people paying attention and can make for great marketing themes.

Monthly Observances

  • ALS Awareness
  • Asthma Awareness
  • Asian Pacific American Heritage Month
  • Jewish American Heritage Month
  • National Celiac Disease Awareness Month
  • Clean Air Month
  • Better Sleep Month
  • Lupus Awareness Month

Weekly Observances

  • May 5-11 – National Pet Week
  • May 19-25 – National Travel & Tourism Week
  • May 5-11 – Drinking Water Week
  • May 6-12 – Nurse’s Week
  • May 12-18 – Food Allergy Awareness Week

Days

  • May 1 – May Day
  • May 1 – Law Day
  • May 1 – Lei Day
  • May 2 – World Password Day
  • May 4 – Star Wars Day
  • May 4 – International Firefighters Day
  • May 4 – Kentucky Derby
  • May 5 – Cinco De Mayo
  • May 5-10 – French Open
  • May 6 – National Nurses Day
  • May 6 – Yom HaShoah
  • May 8 – World Red Cross and Red Crescent Day
  • May 10 – World Lupus Day
  • May 11 – World Fair Trade Day
  • May 12 – Mother’s Day
  • May 13-19 – PGA Championship
  • May 14 – Yom Ha’atzmaut
  • May 15 – International Day of Families
  • May 17 – NASCAR Day
  • May 17 – Malcolm X Day
  • May 17 – Internet Day
  • May 19 – HIV/AIDS Awareness Day
  • May 20 – World Bee Day
  • May 20 – Victoria Day (Canada)
  • May 21 – World Meditation Day
  • May 25 – Geek Pride Day
  • May 26 – Trinity Sunday
  • May 26 – Indianapolis 500
  • May 27 – Memorial Day
  • May 28 – World Hunger Day
  • May 29 – Memorial Day

Popular Hashtags For May:

  • #RedNoseDay
  • #MayDay
  • #WorldPasswordDay
  • #StarWarsDay & #Maythe4thBeWithYou
  • #InternationalFirefightersDay
  • #CincoDeMayo
  • #MothersDay
  • #BTWD
  • #MemorialDay & #MDW

June

Once June has arrived, it’s finally starting to feel like summer. Everyone wants to make the most of the sunshine, and the positive energies are flowing.

Given that June also marks Great Outdoors Month, this is a great opportunity to make your brand a must-have companion for planning a beachside vacation or hosting a cookout.

You can also show your support for LGBTQ+ Pride, Flag Day, and Father’s Day, along with all the other events listed here.

Monthly Observances

  • LGBTQ Pride Month
  • Caribbean-American Heritage Month
  • Great Outdoors Month
  • Men’s Health Month
  • National Safety Month
  • National Zoo and Aquarium Month

Weekly Observances

  • June 2-8 – National Garden Week
  • June 2-8 – National Headache Awareness Week
  • June 10-16 – National Men’s Health Week
  • June 16-22 – National Roller Coaster Week

Days

  • June 1 – Global Parents Day
  • June 5 – Hot Air Balloon Day
  • June 5 – World Environment Day
  • June 6 – D-Day
  • June 8 – Belmont Stakes
  • June 8 – World Oceans Day
  • June 8 – National Best Friends Day
  • June 9 – Donald Duck Day
  • June 10 – Chinese Dragon Boat Festival
  • June 11 – Kamehameha Day
  • June 12 – Shavuot
  • June 13-16 – Bonnaroo Music Festival
  • June 14 – Flag Day
  • June 14 – Flag Day
  • June 16 – Father’s Day
  • June 16 – Tony Awards
  • June 13-16 – U.S. Open PGA
  • June 19 – Juneteenth
  • June 20 – Summer Solstice
  • June 23 – International Widows Day
  • June 29 – July 21 – Tour de France
  • June 30 – International Asteroid Day

Popular Hashtags For June:

  • #NationalDonutDay
  • #FathersDay
  • #NationalSelfieDay
  • #TakeYourDogToWorkDay
  • #HandshakeDay
  • #SMDay

July

July presents lots of opportunities for savvy marketers, from the 4th of July to the International Day of Friendship.

As we enter the summer slow-down period, there’s lots to celebrate that can help to feed your social media content to keep customers engaged.

So celebrate your independence, indulge in a little ice cream, and bring people together with one of the many events in July.

Monthly Observances

  • Family Golf Month
  • Ice Cream Month
  • National Parks and Recreation Month
  • National Picnic Month
  • National Independent Retailer Month
  • National Blueberry Month

Weekly Observances

  • July 15-21 – Capture the Sunset Week

Days

  • July 1 – International Joke Day
  • July 1-11 – Wimbledon
  • July 2 – World UFO Day
  • July 4 – Independence Day
  • July 6 – International Kissing Day
  • July 7 – World Chocolate Day
  • July 8 – National Video Games Day
  • July 11 – World Population Day
  • July 12 – Pecan Pie Day
  • July 16 – Moon Landing Anniversary
  • July 16 – MLB All-Star Game
  • July 17 – World Emoji Day
  • July 17 – Ashura
  • July 18 – Nelson Mandela International Day
  • July 20 – International Chess Day
  • July 20 – National Moon Day
  • July 21 – National Junk Food Day
  • July 24 – Amelia Earhart Day
  • July 26 – Aunt and Uncle Day
  • July 26 – August 11 – Summer Olympics
  • July 28-30 – Summer X Games
  • July 28 – Parents’ Day
  • July 28 – World Hepatitis Day
  • July 30 – International Day of Friendship
  • July 31 – World Ranger Day

Popular Hashtags For July:

  • #NationalPostalWorkerDay
  • #WorldUFODay
  • #WorldEmojiDay
  • #DayOfFriendship

August

We’ve hit the hottest days by August as back-to-school looms, and we welcome the return of football.

While many are topping up their tans and making the most of the final Summer days, August still provides lots of opportunities to align your content with wider events.

Make sure you’re using your marketing calendar to the fullest extent to post any sunny seasonal content promptly before fall arrives.

Monthly Observances

  • Back to School Month
  • National Breastfeeding Month
  • Family Fun Month
  • Peach Month

Weekly Observances

  • August 1-7 – International Clown Week
  • August 4-10 – National Farmers’ Market Week
  • August 25-31 – Be Kind to Humankind Week

Days

  • August 1 – National Girlfriends Day
  • August 1 – NFL Hall of Fame Game & Preseason
  • August 2 – International Beer Day
  • August 4 – National Friendship Day
  • August 7 – Purple Heart Day
  • August 8 – International Cat Day
  • August 9 – Book Lover’s Day
  • August 11 – National Son and Daughter Day
  • August 12 – Victory Day
  • August 13 – Left Hander’s Day
  • August 15 – Assumption of Mary
  • August 17 – National Honey Bee Day
  • August 19 – World Humanitarian Day
  • August 19 – Raksha Bandhan
  • August 20 – National Radio Day
  • August 21 – Senior Citizens Day
  • August 26 – Women’s Equality Day
  • August 30 – Frankenstein Day
  • August 30 – National Beach Day

Popular Hashtags For August:

  • #InternationalCatDay
  • #NationalBookLoversDay
  • #WorldElephantDay
  • #LefthandersDay
  • #WorldPhotoDay
  • #WorldHumanitarianDay
  • #NationalLemonadeDay
  • #NationalDogDay
  • #WomensEqualityDay

September

As fall begins, some of the bigger events happening in September are Hispanic Heritage Month, Grandparents Day, and, of course, Labor Day.

There are also plenty of other events to inspire you, from Oktoberfest to National Yoga Month. Plus, a National Coffee Day for those who struggle to start their day without a caffeine fix.

Monthly Observances

  • Wilderness Month
  • National Food Safety Education Month
  • National Yoga Month
  • Whole Grains Month
  • Hispanic Heritage Month (September 15 – October 15)

Weekly Observances

  • September 8-14 – National Suicide Prevention Week
  • September 15-21 – National Indoor Plant Week
  • September 16-22 – Pollution Prevention Week
  • September 24-30 – National Dog Week

Days

  • September 2 – VJ Day
  • September 2 – Labor Day
  • September 4 – National Wildlife Day
  • September 5 – International Day of Charity
  • September 6 – National Fight Procrastination Day
  • September 8 – Pardon Day
  • September 8 – National Grandparents Day
  • September 11 – 9/11
  • September 11 – Patriot Day
  • September 12 – Video Games Day
  • September 13 – Uncle Sam Day
  • September 15 – Greenpeace Day
  • September 17 – Constitution Day
  • September 21 – Oktoberfest Begins
  • September 21 – International Day of Peace
  • September 22 – World Car-Free Day
  • September 22 – September Equinox
  • September 24 – World Bollywood Day
  • September 24–29 – Presidents Cup PGA
  • September 27 – Native American Day
  • September 27 – World Tourism Day
  • September 29 – National Coffee Day (US)
  • September 29 – Confucius Day
  • September 29 – World Heart Day

Popular Hashtags For September:

  • #LaborDay
  • #NationalWildlifeDay
  • #CharityDay
  • #ReadABookDay
  • #911Day
  • #NationalVideoGamesDay
  • #TalkLikeAPirateDay
  • #PeaceDay
  • #CarFreeDay
  • #WorldRabiesDay
  • #GoodNeighborDay
  • #InternationalPodcastDay

October

It’s that time of year when pumpkin spice lattes roll around again.

While October is known as the spooky season to many, there’s much more to this month than just Halloween – there’s Teacher’s Day, World Mental Health Day, and Spirit Day, to name a few, around which your organization can look to create content.

Monthly Observances

  • Breast Cancer Awareness Month
  • Bully Prevention Month
  • Halloween Safety Month
  • Financial Planning Month
  • National Pizza Month

Weekly Observances

  • October 8-14 – Fire Prevention Week
  • October 13-19 – Earth Science Week
  • October 20-26 – National Business Women’s Week

Days

  • October 1 – International Coffee Day
  • October 1 – World Vegetarian Day
  • October 3 – National Techies Day
  • October 5 – World Teacher’s Day
  • October 6 – Oktoberfest Ends
  • October 7 – Child Health Day
  • October 10 – World Mental Health Day
  • October 11 – National Coming Out Day
  • October 12 – Yom Kippur
  • October 14 – Indigenous Peoples’ Day
  • October 14 – Columbus Day
  • October 14 – Thanksgiving Day (Canada)
  • October 16 – World Food Day
  • October 19 – Sweetest Day
  • October 20 – Spirit Day (Anti-bullying)
  • October 22 – Make a Difference Day
  • October 24 – United Nations Day
  • October 30 – Mischief Night
  • October 31 – Halloween

Popular Hashtags For October:

  • #InternationalCoffeeDay
  • #TechiesDay
  • #NationalTacoDay
  • #WorldSmileDay
  • #WorldTeachersDay
  • #WorldHabitatDay
  • #WorldMentalHealthDay
  • #BossesDay
  • #UNDay
  • #ChecklistDay
  • #Halloween

November

During the month in which we all give thanks, there is also a wide range of causes you can help out with or raise awareness for, like Movember and America Recycles Day.

You should also mark your marketing calendar for arguably the biggest sales events of the year – Black Friday and Cyber Monday (Dec. 2) – which are sure to be on everyone’s radar.

Monthly Observances

  • Native American Heritage Month
  • Movember
  • World Vegan Month
  • Novel Writing Month
  • National Gratitude Month

Weekly Observances

  • November 11-16 – World Kindness Week (second week: Monday – Sunday)
  • November 18-22 – American Education Week
  • November 18-24 – Game and Puzzle Week

Days

  • November 1 – Day of the Dead/Día de los Muertos
  • November 1 – All Saint’s Day
  • November 1 – World Vegan Day
  • November 2 – Melbourne Cup
  • November 3 – Daylight Savings Time Ends
  • November 5 – Election Day
  • November 8 – STEM Day
  • November 9 – World Freedom Day
  • November 10 – Marine Corps Birthday
  • November 11 – Veterans Day
  • November 13 – World Kindness Day
  • November 14 – World Diabetes Day
  • November 15 – National Entrepreneurs Day
  • November 24 – Evolution Day
  • November 28 – Thanksgiving Day
  • November 29 – Native American Heritage Day
  • November 29 – Black Friday

Popular Hashtags For November:

  • #WorldVeganDay
  • #NationalSandwichDay
  • #DaylightSavings
  • #CappuccinoDay
  • #STEMDay
  • #VeteransDay
  • #WKD
  • #WDD
  • #BeRecycled
  • #EntrepreneursDay
  • #Thanksgiving
  • #ShopSmall

December

December is here, and the end of the year is in sight.

Although 2025 is right around the corner, and you might want to start planning your content calendar for next year, don’t neglect your content in the run-up to the holidays.

Send your year off in style with marketing campaigns dedicated to events like Nobel Prize Day, Rosa Parks Day, Green Monday, and more.

You can even do a content wrap-up of your best moments from the year – and make sure to get your 2025 marketing calendar sorted early before the post-Christmas wind-down.

Monthly Observances

  • Human Rights Month
  • Operation Santa Paws
  • Safe Toys and Gifts Month
  • World Food Service Safety Month

Weekly Observances

  • December 9-15 – Human Rights Week
  • December 25 – January 2 – Hanukkah (Chanukah)
  • December 26 – January 1 – Kwanzaa

Days

  • December 1 – World AIDS Day
  • December 1 – Rosa Parks Day
  • December 2 – Cyber Monday
  • December 3 – International Day of Persons with Disabilities
  • December 6 – St. Nicholas Day
  • December 7 – Pearl Harbor Remembrance Day
  • December 7 – National Letter Writing Day
  • December 8 – Feast of the Immaculate Conception
  • December 9 – Green Monday
  • December 10 – Nobel Prize Day
  • December 10 – Human Rights Day
  • December 11 – UNICEF Anniversary
  • December 15 – Bill of Rights Day
  • December 18 – National Twin Day
  • December 21 – Winter Solstice
  • December 22 – Forefathers Day
  • December 23 – Festivus
  • December 24 – Christmas Eve
  • December 25 – Christmas Day
  • December 25 – Hanukkah
  • December 26 – Kwanzaa
  • December 26 – Boxing Day
  • December 31 – New Year’s Eve

Popular Hashtags For December:

  • #IDPWD
  • #NationalCookieDay
  • #NobelPrize
  • #WinterSolstice
  • #NYE

The Complete Marketing Calendar And Template To Plan 2024

You can find the link to our complete marketing calendar and template for 2024 right here.

By having a content plan set out months in advance, you can rest assured that you’ll have great ideas to work with throughout the year.

And just because you have a plan doesn’t mean you can’t adapt if something interesting happens later in the year.

Simply rearrange your calendar and work your trending content around key dates.

Keep track of what ideas work throughout the year and use them to help guide your marketing calendar for 2025, so you can double down on successful content ideas.

Featured Image: Paulo Bobita/Search Engine Journal

Ecommerce MGMT 0 Comments
Mar 28 2024
The Essential Guide To Using Images Legally Online via @sejournal, @KristiKellogg

The information in this article is not intended to and does not constitute legal advice. Only your attorney or your organization’s counsel can provide assurances that the information contained herein – and your interpretation of it – is applicable or appropriate to your particular situation.

Images are an essential component of online content – and it’s obvious why. Images aren’t just pretty—they’re powerful marketing tools that help you stand out.

They pique your audience’s attention, enhance your messaging, and significantly enhance the appeal and effectiveness of your content.

Whether you’re creating a social media post, a webpage, an ebook, a blog post, or something else, adding visuals goes a long way in improving the overall user experience.

However, you can’t just pull images off the internet and use them – and it’s your responsibility to determine if and how you can use the image without breaking the law.

If you violate copyright law – even accidentally – you can face serious consequences. Many online platforms, such as Google and YouTube, have copyright policies that streamline copyright claims and enforcement actions. Often, a minor violation will result in receiving a DMCA notice and the content being removed or demonetized. However, if a violation is egregious or impactful enough, you could face heavier consequences such as hefty fines, court trials, and, in extreme cases, even jail time.

In this article, we’ll explore how you can navigate these murky waters to ensure that you’re using images impactfully and legally online.

What Is Copyright Law?

Copyright law is complex and dynamic, and it requires a careful approach to using images online – especially in the wake of tech advancements like generative AI.

Every image – whether you find it on Google, social media, or a stock photo site – gains copyright as soon as it’s created, and it’s up to you to discern whether or not you have the legal right to use it.

Copyright is designed to protect the creative works of authors, photographers, artists, and other creators. It gives them the exclusive rights to use, distribute, and modify their creations.

Without such laws, creators would have few defenses against individuals and corporations alike simply stealing their work and using it for whatever purposes they desire.

And while the foundational principle of copyright remains unchanged, the landscape around these laws is always evolving.

A recent example of this is the CASE Act of 2020, which created a small claims solution to make it easier for creatives to make copyright complaints without the need for long, expensive legal battles.

This goes to show how important it is to understand and respect copyright law, as its goal is to balance the interests of creators with the need for the public to have access to creative works.

What Is Fair Use?

Another thing you should be familiar with if using images online is the fair use doctrine.

The doctrine of fair use is a legal principle in U.S. copyright law that allows limited use of copyrighted work without requiring permission in certain cases and circumstances. Some of these cases include commentary, criticism, news reporting, or educational purposes.

“Transformative” use of an image can also constitute fair use – which means altering the original visual in such a way that it takes on a new meaning, message, or expression and can include parody.

A search engine showing an image you searched for is an example of fair use.

Teachers and news organizations also have certain protections under fair use for how they use copyrighted material.

Fair use is very nuanced, but the main factors involved in determining whether something is fair use are:

  • The purpose and character of the use: Do you want to use the image for commercial or non-commercial purposes? Are you a non-profit organization, a customer packaged goods (CPG) brand, or a journalistic organization?
  • The nature of the copyrighted work: Is it a photograph or an art piece?
  • The amount and substantiality of the portion used: Are you using a small piece of the work or all of it? Is what you’re using considered the “heart” of the image or whatever it represents?
  • The effect of the use on the potential market: By using this image, are you potentially negatively impacting the market value of the original?

Given all of these factors, you should carefully consider whether fair use might apply to an image you would like to use online.

Fair use is not guaranteed protection and you may want to consult your general counsel before relying on it. If a policy for using copyrighted works doesn’t already exist in your organization (for example, editorial guidelines for a news organization) and the stakes of using a copyrighted work don’t necessitate the expense of consulting a lawyer, then you should not use content you don’t have explicit rights to.

General Guidelines For Using Images Online

As we’ve already established, anybody using images online has a responsibility to abide by copyright laws in order to avoid legal issues.

As part of this, you should understand that even if images online seem “free,” they might have hidden restrictions based on how they’re used, where they’re shared, and the purpose of using them.

When using images online – especially for commercial/marketing purposes – you should always:

  • Obtain proper licenses or permissions where required. As part of this, make sure to get signed releases for any images using trademarks, logos, identifiable people, or other private entities.
  • Respect any terms of use associated with said images.
  • Be careful when making fair use determinations. If you’re unsure, seek legal advice.
  • When in doubt, seek permission directly from the copyright owner. This is the safest way to use an image, and we would recommend taking this path whenever possible.

And, of course, ensure you stay informed on the latest developments in copyright law, especially as it pertains to your own activity.

Now, let’s get more specific on the types of images you can use online, and best practices for how to put them to use (or not).

1. Public Domain Images (a.k.a. ‘No Copyright’ Images)

Images in the public domain are free to use without any copyright restrictions.

This is because one of the following things is true:

  • The copyright has expired.
  • The work never had a copyright, to begin with.
  • The copyright holder released the work into the public domain, thereby waiving their right to copyright.
  • The image is a U.S. work published before January 1, 1929.

That last bullet is why you’ll often hear about certain works “entering the public domain” each year.

Generally, public domain images don’t require citation or permissions, making them a very useful resource when you’re looking for easy-to-use visuals.

But be careful; make sure you verify that the image is indeed in the public domain before using it.

Copyright-free images will have the Public Domain Mark 1.0 or the CC0 1.0 Universal Public Domain Mark, and you can obtain them on sites like Wikimedia Commons and Flickr Commons.

2. Creative Commons Images

Another great (and free) source of visuals is images with Creative Commons licenses.

Creative Commons is a non-profit organization that provides licenses allowing creators to make their works available to the public while retaining some control over their use.

This means, images under Creative Commons licenses are available for use, but with specific conditions based on the license type.

While some licenses allow for commercial use and even modifications to the original image, others do not – and often, you’re required to provide attribution for the original creator.

There are six different types of Creative Commons licenses that range in terms of how permissive they are and their requirements – but for marketing purposes, they essentially fall into two categories:

  • Those that allow commercial use.
  • Those that don’t.

Commercial use is defined as use that is “primarily intended for commercial advantage or monetary compensation.”

That compensation, however, can be direct or indirect. So, if you’re using an image in a blog post or on a webpage affiliated with a for-profit company, the use is considered commercial. This would also apply to social media content.

To that end, we would recommend only using Creative Commons photos that are allowed for commercial use – especially if you work for a for-profit company.

Beyond that, photos with a CC license can have other stipulations you must adhere to, including:

  • Attribution: This license lets others distribute, remix, tweak, and build upon the creator’s work as long as they credit the creator for the original creation.
  • Attribution-ShareAlike: This license lets others remix, tweak, and build upon the creator’s work as long as they credit the creator and license their new creations under the identical terms.
  • Attribution-No Derivatives: This license allows for the redistribution of an image as long as the image remains unchanged and is credited to the creator.

As you search through the Creative Commons website, you can filter your search to find images that can be used commercially and/or modified.

3. Stock Photos

Stock photos have long been a favored image resource for marketers, and it’s not hard to see why. They’re a high-quality, convenient solution that often caters to commercial use cases.

Stock photo websites give you access to a massive offering of professional quality images that address almost any need or situation you can think of.

Creators can partner with stock photo companies to license their works to anyone willing to pay their licensing fee.

Buying a license for a stock photo (or paying for a subscription to the stock photo service itself) gives you free rein to use the photo in any way prescribed by the licensing agreement.

That last part is important. Stock photos still come with stipulations, and there are different licenses that apply to different images. These include, among others:

  • Royalty-Free (RF) – The most common license type, this gives you the ability to use the photo multiple times across different platforms with just one initial purchase.
  • Rights-Managed (RM) – With this license, you get more specific usage rights based on the duration, geography, and how you’re distributing the image. Typically more expensive than RF, but it can be possible to secure exclusivity, meaning you’re the only one who can use that image in that way for a specific period.
  • Editorial Use – This license applies to images that are intended solely for journalistic or newsworthy purposes – not commercial use. So, while a writer could use this photo for a newsletter or a blog, a brand could not use it for a Facebook ad, or a corporate homepage. This is typically reserved for images that feature recognizable products or brands, celebrities, events, etc.

Stock photos are a great option for using images online – just be sure to always read the licensing agreement thoroughly.

4. Your Own Images

As far as using images legally online, this is always going to be your best option.

Creating your own images is a straightforward and simple way to avoid copyright infringement and ensure you’re not upsetting any creators out there.

If you’re the photographer, then there’s no danger of violating any copyright – because you own it. You have the flexibility to use the image as you wish, alter it, and distribute it anywhere, for as long as you like.

Plus, the photos will be entirely original, which can go a long way in engaging your audience and setting you apart from the crowd.

Don’t have a fancy camera on hand? Don’t worry. Thanks to advances in smartphone camera technology and accessible photo editing apps and software, you can easily create high-quality photography without spending a bunch of money on a DSLR.

To make your pictures look professional, make sure to consider lighting and background framing.

Alternatively, you could hire outside help like a photographer or designer – just make sure the contract grants you exclusive rights to ownership, use, and distribution of the photos.

And don’t forget to get signed releases from any individuals who might appear in your images.

5. Social Media Images (Only With Permission)

If you’re looking for compelling visual content, chances are you’re looking at social media. With a wealth of imagery to choose from, social media presents tempting opportunities for marketers looking to spiff up their brand messaging.

But beware: Images posted on social media platforms are copyrighted by the original creator who uploaded them – and they require permission from that owner to be legally used.

It’s vital to act responsibly and secure explicit consent from creators if you plan to use their content.

Giving credit to the original owner via a tag or comment is also best practice – and while some consider that to be enough, I recommend always seeking explicit permission first, especially as a brand.

If you use social media content without permission, it could result in legal action – and the legal fees and final judgment could be crippling.

Always err on the side of caution, and research the terms and conditions of the platform you’re using.

Let’s say you have a customer who posted an amazing image of your product on Instagram, and you’d like to use it – sending a simple direct message (or leaving a comment) asking for permission is quick and easy and will protect you – and chances are you’ll get a yes.

It’s worth noting that using native tools to reshare images in-platform is typically okay. That means that you can go ahead and retweet something, or share a photo to your Instagram Story that tagged your brand, just make sure to credit the creator.

Similarly, remixes and duets on platforms like TikTok are more flexible, as the creator implicitly gives permission for their content to be adapted when they enable those features.

But remain mindful of the content itself, the terms of the platform, and the intentions of the original creator.

6. AI-Generated Images

Due to the meteoric rise of generative AI over the past few years, there’s been a surge in AI-generated images.

Now, you can use tools like DALL-E, Midjourney, and ChatGPT to create visual content using only a simple prompt – and this brings up a lot of questions (and debates) around the legality, copyright, and authorship of AI-created content.

There’s no crystal clear answer for you here. This is an issue that is actively evolving, and regulations and policies are certain to keep developing.

[Editor’s note:] SEJ does not recommend publishing content outputs from generative AI models, including images. Some platforms may offer liability protection, such as Shutterstock, which trains a specific model on proprietary images. But always read the fine print, understand how the models are trained, and consult a legal professional.

7. GIFs

The internet loves GIFs.

But while GIFs abound throughout online content, that doesn’t mean their use is legal. In reality, it’s a confusing landscape without clear guidelines.

For one thing, it can be argued that GIFs fall under the doctrine of fair use, which I covered above.

You could claim GIFs are used for commentary, criticism, or parody.

You could also argue that GIFs are a “transformative” use of the original work, as a brief, looping clip of something is not representative of the entire piece of content – and, therefore, doesn’t undermine the value of the work as a whole.

Still, this does not constitute blanket permission.

Technically, if you wanted to be operating entirely without risk, you would need written releases from the copyright holder of the original work and the people who appear in the GIF. That sounds like a lot of effort for something that will probably amount to a dead end.

You could get away with it, but why risk it?

Our official recommendation is to simply avoid using GIFs. That way, you can avoid the possibility of getting slapped with a cease and desist order – or worse.

That said, if you insist on using GIFs, here are a few quick tips:

  • Create your own GIFs from content you own or have permission to use. With some simple design work, or help from online tools, you can convert your existing content into custom GIFs that you can use to your heart’s content. This is the only way I would confidently recommend leveraging GIFs in your marketing.
  • Understand copyright law and fair use. Before deciding to use a GIF, consider the four factors of fair use – purpose and character of the use, nature of the copyrighted work, amount and substantiality of the portion used, and the effect of the use on the potential market for the copyrighted work.
  • Source from reputable platforms. Some platforms like Giphy have existing licensing agreements with content creators and copyright owners, making their GIF libraries generally safe to use. However, you should still review each platform’s terms of use and licensing agreements before making the call.

Proceed at your own risk.

In Summary

Images are an essential part of online content.

As such, marketers will inevitably need to use them in their digital marketing efforts – and it’s important to understand how to do so legally and responsibly.

By keeping yourself informed on the latest legal developments, developing an understanding of copyright licenses, and practicing due diligence before leveraging images online, you can create compelling and engaging visual content without the risk.

More resources: 

Featured Image: VectorMine/Shutterstock

Ecommerce MGMT 0 Comments
Mar 25 2024
Unlocking Content Value: Measuring Content Impact Across The Customer Journey via @sejournal, @hethr_campbell

Not quite sure how to measure the true value of your content initiatives? You’re certainly not alone. 

One of the biggest challenges marketers face is determining which touchpoints along the customer journey contribute most to conversions – also known as attribution modeling. 

So join us on April 10, as we unravel the nuances of attribution modeling and show you how to layer first-touch and last-touch attribution within your measurement strategy. 

By adopting a comprehensive approach, you’ll gain deeper insights into the effectiveness of your content efforts and make more informed decisions about resource allocation. 

Bill Franklin, Director of SEO at DAC Group and Oliver Tani, Senior Director of SEO, DAC Group will walk you through how to accurately assess the value of your content across various stages of the customer journey.

Key takeaways from this webinar include:

  • Fresh Measurement Methods: Discover innovative methods to gauge the impact of your content more effectively. Learn to go beyond traditional metrics and uncover meaningful insights that drive strategic decisions.
  • Insights from First-Touch Attribution: Dive into fascinating insights using first-touch attribution, and learn how it differs from the usual last-touch perspective. 
  • Convincingly Showcase Content Value: Learn tactics to persuade decision-makers to invest in more content by showcasing its true value. Plus, equip yourself with the tools needed to demonstrate the impact of your content initiatives.

Don’t miss this opportunity to elevate your content strategy, gain fresh perspectives, and unlock the true potential of your marketing efforts. 

From attracting potential leads to nurturing them into loyal customers, each phase of the marketing funnel presents a unique set of challenges and opportunities for growth. 

In this live session, we’ll equip you with the tools and knowledge needed to navigate these challenges successfully.

Are you ready to transform your content measurement approach? Secure your spot now!

Plus, you’ll get a chance to ask Bill and Oliver your most burning questions after the presentation. 

And if you can’t attend live, just sign up and we’ll send you a copy of the webinar recording. 

Ecommerce MGMT 0 Comments
Mar 12 2024
How To Track The ROI Of Content On A Page via @sejournal, @rollerblader

Today’s Ask An SEO question comes from Chandler, who asks:

“If you don’t have a direct buying trigger on a particular page, how do you track the ROI of that piece of content? Particularly if you are not an ecommerce brand.”

This is a fantastic question and one with multiple solutions. I’m going to break the answer up into two sections.

The first will explore how to define a conversion with revenue attached to it – and the second is how to track, test, and optimize.

We do this type of work regularly with publishers, service providers, affiliates, trade organizations, and others in your situation.

These include media companies, affiliates, publishers, YouTube creators, etc., since they don’t have products on hand – and if they do, it’s normally a subscription or ebook.

Some ecommerce stores and service providers use content to determine which products or services to offer next. This is where we measure return on investment (ROI) from their content unless they do comparison posts for service providers.

Define A ROI Based Conversion

You don’t need an ecommerce store to have a direct conversion from the content or to measure ROI. In most cases, there are clickable links and actions that can be taken to drive revenue.

Defining these is important because you can use tools and data to figure out if they’re making you money or not.

Conversions from content can include:

  • Affiliate link clicks and conversions.
  • Newsletter & SMS opt-ins.
  • Pageview increases.
  • Form fills for lead gen (check with your general counsel to find out if it is permitted for your company).
  • Clicks on an ad.
  • Increased social media shares, fans, and followers.

Other actions can generate revenue, like being paid to have people subscribe to other newsletters after they opt into your own, sponsorships that are attracted by a specific topic, etc.

But those are for a guide to monetizing content and not tracking ROI.

How To Track And Optimize Revenue From Content

Now that we know which actions are easy to monetize, let’s look at ways to track the ROI.

Software

Heatmapping has come a long way, and some systems track revenue for it. If you’re looking for an affordable heatmapping tool, my go-to is Mouseflow, and others prefer HotJar.

Last October, I was introduced to a company called AffiliMate and was blown away!

It tracks click data by ad space or link and reports the revenue by ad unit and program.

It’s pretty incredible and gives you the flexibility to monetize on a page-by-page and category-based basis using your data, not a third party. I have no direct relationship with AffiliMate, I just love what they do.

Once you know how people engage with your pages and site, you can then create a monetization plan.

If people regularly click on certain types of links or ad spaces but there is no intent to shop, use a cost-per-click (CPC) ad block.

If there is high intent to purchase and a click, use affiliate links.

When there is no intent or action being taken, CPM ads are ideal. And if there are more actual views vs. impressions, try charging more for that space.

This can all be discovered with the service providers mentioned above or any heatmapping tool.

Pro tip: Impressions can be counted even if users never see the ad, like a banner in the footer of your website. The ad still fired on the page, but the user may have only scrolled halfway down, so use a CPM ad vs. affiliate or CPC, which requires an action to take.

And charge less money for the CPM because it will likely not get much engagement.

Tracking Parameters And Postback

If you’re using ad or affiliate networks, some will allow you to get transaction reports from visitors who click from your website.

In these cases, you can use unique parameters named after the article and position of the link within the content or collect data via a postback (a fancy way to say parameters).

ShareASale, for example, has an afftrack= parameter that makes this easy.

If you’re sending a newsletter and the platform shares the email associated with the lead or sale, you can download a report of the email addresses.

Next, do a lookup in Excel to match the columns with what you sent and who filled out a form or made a purchase. Now you can see which subscribers clicked through and shopped.

Pro tip: If the same subscriber does this for multiple vendors, segment them by intent, demographic, and purchase history so you know which offers to include them on and where to exclude them.

But make sure the level you’re tracking is allowed based on where you and they live, and please remember that only a licensed attorney can determine this. I am not one.

Ad Clicks By Topic

Some topics and phrases generate higher ad value on your website. Try testing the headers and wording you use to see if the ad blocks change.

If using the phrase “blue widgets” generates $0.02 per click, and “green widgets” generates $0.50 while providing the same value to the end user, switch the examples and headers to green.

This could apply to the brands you feature, modifiers being used, examples and demonstrations, and the semantic structure of the post.

Whatever the ad network uses to determine which ad units to show is how you can test getting higher-value ads to display.

Increased Pageviews

One of the ways publishers make money is through CPM ads – or a cost per thousand views.

The more pageviews you get, the more money you earn. And there are a lot of ways to increase pageviews.

Clicks on internal links where the person wants to find more information. A series of topics where the person goes to the next page. If a slideshow changes URLs and the page has to reload, this could be an increase in pageviews.

Start by measuring which topics generate the most pageviews per article by using user journey data. Many of the heatmapping tools offer this. Break it out by category and look at how the traffic arrives.

Now, create a content plan to create similar and non-competing content that has an equal opportunity to attract new visitors or entice a visitor to click and read the new piece of content next.

But be careful; you don’t want to start publishing content that will compete with another page on your website, that goes off-topic from your main themes, or is not going to be relevant to the regular readers of your website.

Increased Social Media Shares

Some topics could add value to your readership, stay on topic with your site’s entities for SEO, and have a habit of generating social shares and increasing subscribers.

This is incredibly valuable because you can sell social media shares and sponsorships, and you can make money on CPM, CPC, and affiliate links within the content.

Keep track of what your audience tends to share by day, week, month, season, etc., and who shares from your email lists.

As you create similar pieces, this is who may engage and trigger more social sharing and traffic.

Social media algorithms are all about engagement on the platform without being too heavy into clickbait vs. SEO algorithms which go after page quality and giving answers as fast as possible, so put your social media mindset into full gear for this one.

There are a lot of ways you can track the revenue from content, even if you don’t sell products or services.

I hope this guide to how we do it with some of our clients and our affiliate partners helps you.

More resources: 

Featured Image: NicoElNino/Shutterstock

Ecommerce MGMT 0 Comments
Feb 27 2024
How To Use Reverse Video Search (& Why It’s Useful) via @sejournal, @xandervalencia

If you stumble across a cool video, knowing how to conduct a reverse video search can come in handy.

You might need to find the source of a video to reference in your content and give credit where credit is due. Or, you might want to see what else the content creator has produced.

Video marketing is a huge rising trend, with 67% of marketers reporting that video has become increasingly important to their business.

Therefore, searching for videos is a standard part of the research when thinking of ideas for new content. Knowing where and how you can find great video content is a good skill to have. In combination with using video search engines, a reverse search will help you find just about any video you need.

In this guide, we’ll talk about what a reverse video search is, how it can be useful, and, most importantly, how to do a reverse video search yourself!

What Is A Reverse Video Search?

First, a word about search engines.

Search engines are widely used to find information, products, answers to questions, images, videos, and so much more.

Search engine algorithms interpret a user’s search query (i.e., “keyword”) or phrase to surface the most relevant and helpful content.

A reverse video search essentially involves conducting the same process but in reverse.

Instead of entering a query/keyword to find content, you enter the content (like a video or image) to find its source. This reveals the webpage on which the video originally resides.

How Reverse Video Search Works

The result of a reverse video search relies on a search engine’s ability to interpret the colors and pixels within a video, and then find matching (similar or identical) videos on the web.

When successful, the algorithm is able to find the original source of the video and/or any other instances of the video online.

However, this process is not always 100% accurate. Even if a single pixel in the video has changed, it might not appear in the search results.

Plus, with so many videos uploaded to the internet every day, this process also depends on the search engine’s ability to crawl and index all videos to surface them in the search results.

It is possible to do a reverse video search and not find the original video simply because it has not been indexed yet.

Why Do A Reverse Video Search?

There are a few reasons one might want to use reverse video search. Below are the most common use cases.

Find The Original Source Of A Video

Most often, a reverse video search is used to find the source of a video.

Say you find a funny or valuable video online.

You might want to know who published the video, whether other content (like a blog article) is connected to the video, or whether the owner produces similar content.

By conducting a reverse video search, in this instance, you may be able to find the original source of the content. This makes it easier to credit the original creator and source of the video.

Uncover Copyright Issues

Copyright law has been a hot topic lately, especially in the age of artificial intelligence (AI).

Creators are tasked with scouring the web to make sure their original content hasn’t been ripped off by AI software or other creators.

With this in mind, people might use a reverse video search to see if anyone has copied or reproduced one of their original videos.

Reverse video search can be successful at finding entire videos, as well as clips or smaller parts of a video.

If you’re a video creator, reverse video search can help you find illegitimate uses of your content.

If you suspect copyright infringement, you can then contact the owner and ask for credit or for the video to be taken down.

Find The Full Video From A Single Clip

Perhaps you’ve come across an interesting video clip and want to find the rest of the video. A reverse video search might be able to interpret the video clip and find the full video online.

This can be helpful if the video clip is missing context or information, or if you’d like to embed the entire video in your own content.

Sometimes, video clips circulate online (usually via social media), making it difficult to find the original source.

Find Similar Or Related Content

A reverse video search can also help you discover content that’s related to the original video.

It might surface similar videos or other types of content (like articles, webpages, or blog posts) that featured the video.

Say, for example, you are doing a blog series about recycling best practices. You come across a video talking about the science of paper recycling.

Through a reverse video search, you are able to find blog articles, news stories, and infographics about paper recycling, as they all feature the original video.

Reverse video search can be a great way to find more interesting, related content.

How To Do A Reverse Video Search On Google

There are many ways to conduct a reverse video search. It often requires using the search engine directly or a third-party tool to upload the image.

Google doesn’t offer a reverse search function specific to video, so you will need to take a screenshot of the video and then use the reverse image search function.

Here’s how to do a reverse video search on Google:

  • Find a distinctive frame in the video (i.e., a section that seems unique from other videos and most likely to surface the same video online).
  • Pause the video.
  • Take a screenshot of the frame you wish to capture (Shift-Command-4 on Mac or Ctrl + PrtScn on Windows).
  • Save the screenshot.
  • Navigate to Google Images and select the camera icon. Use the search by image option.
  • Upload the screenshot.
  • Google Lens will return the search results for your screenshot (if available).
Google images search engine Screenshot of Google Images search engine, January 2024
Google Images search results for cat videosScreenshot of Google Images results for [domestic short-haired cat], Google, January 2024

How To Do A Reverse Video Search On Bing

Like Google, Bing’s reverse video search function works best with a video screenshot.

Running a reverse video search on Bing is simple:

  • Take a screenshot of the video clip you want to search for.
  • Open Bing’s Visual Search page.
  • Take a photo, browse your existing image files, upload a screenshot, or paste the URL of an image or video in the search box to conduct your search.
  • Bing will surface results for “related content” that closely matches the image or video.
Screenshot of Microsoft Bing Visual Search Screenshot of Microsoft Bing Visual Search engine, Bing, January 2024
Bing Visual Search results for a photo of Travis KelceScreenshot of Microsoft Bing Visual Search results for a photo of Travis Kelce, Bing, January 2024

Reverse Video Search With Berify

Berify.com is a reverse image and video search tool that matches your search to results from several search engines at once, including Google, Bing, Yandex, and others.

This may provide more complete results than using a single search engine.

Note: This freemium tool allows you to sign up for free, but it will then charge a monthly subscription fee. So, use the free version if you only need a few searches.

Here’s how to use it:

  • Take a screenshot of the video clip you want to search for.
  • Visit Berify.com.
  • Upload the screenshot to the search box that says “Browse” and upload the image here.
  • Click Search.
  • Berify will surface any results that match your search.

Reverse Video Search Using Shutterstock

Shutterstock hosts a massive online database of over 1 billion images and videos. It can also be used to conduct a reverse video search.

Here’s how to do a reverse video search with Shutterstock:

  • Take a screenshot of the video clip you want to search for.
  • Visit Shutterstock.com.
  • Navigate to the search box. Click on the “Search by image” button.
  • You’ll see an upload screen that says, “Search similar images.” You can drag and drop your video screenshot here. Note: You can also specify whether you’re searching for certain vectors or whether illustrations in the video are animated/computer generated.
  • Click the magnifying glass.
  • Shutterstock will surface images or videos similar to your search.
Screenshot of “Search similar images” ShutterstockScreenshot of “Search similar images” upload screen, Shutterstock, January 2024

Reverse Video Search Using TinEye

TinEye is another “search by image” tool that allows you to find other images and videos that match your search. TinEye uses computer vision, image recognition, and reverse image search technology to surface related content.

Here’s how to do a reverse video search using TinEye:

  • Take a screenshot of the video clip you want to search for, or search for the video by URL.
  • Visit TinEye.com.
  • Find the search box. Click the Upload button to upload your screenshot, or simply drag and drop your image.
  • Click the magnifying glass.
  • TinEye will surface any images or videos that are similar to your search.

Reverse Video Search Using Yandex Images

Like Shutterstock, Yandex doesn’t have a specific reverse video search function. However, you can use its “Search by image” feature to find videos that match a screenshot from your chosen video.

Here’s how to do a reverse video search with Yandex Images:

  • Go to yandex.com/images.
  • Click on the small camera icon to the right of the search box.
  • This will open an upload screen that says “Visual search.”
  • If you already have a screenshot of your video saved, choose “Select file” and upload the screenshot from your computer. You can also paste an image/screenshot from your clipboard, or provide the URL to the image.
  • Once you’ve uploaded the image or provided the URL, click the “Search” button.
  • Yandex will then process the image and provide you with search results related to the uploaded image.
screenshot from SEJ’s “Don’t Call it a Throwback”Screenshot of Yandex Images reverse video search of a screenshot from SEJ’s “Don’t Call it a Throwback” YouTube video, Yandex, January 2024

Reverse Video Search Made Simple

Whether you’re trying to track down the source of a funny video or find similar content to suit your interests, a reverse video search can be a helpful tool for anyone.

Google, Bing, TinEye, and other tools offer reverse video search features that simplify finding a video’s origins.

Remember, reverse video search can help you find duplicate content, which could help you protect your digital assets.

It can help you find the original publisher of a video so you can give credit where it’s due.

Video is an excellent addition to your marketing campaigns, web content, social media strategy, and more.

Use reverse video search to make finding, sourcing, and attributing videos more accessible than ever.

More resources: 

Featured Image: Overearth/Shutterstock

Ecommerce MGMT 0 Comments
Feb 26 2024
14 Surprising Examples Of Clickbait Headlines That Work via @sejournal, @jasonhennessey

Ever found yourself helplessly drawn to an irresistibly intriguing headline, only to be met with disappointment?

If so, you might have been a victim of clickbait, the irresistible rogue of the internet.

It’s true – clickbait gets a bad rap. Often, clickbait headlines are highly sensationalized, spammy, and all-around misleading. But they do work. Why is that?

There are a few reasons, and we’re excited to dig into them in this article.

But most importantly, we’ll cover a few clickbait headlines that genuinely work without leaving your audience rolling their eyes.

What Exactly Are Clickbait Headlines?

Clickbait headlines are headlines (or “titles”) that are used to grab a reader’s attention, usually by using emotion-provoking, sensationalized language.

Clickbait headlines might use curiosity or exaggeration to drive users to click on, read, and share an article.

Unfortunately, clickbait is notorious for getting clicks, but often at the expense of accuracy or providing meaningful content.

They’re kind of like flashy billboards on the internet highway, but the destination might not always live up to the hype.

But clickbait headlines can be effective if used appropriately. The key is to use headlines that are enticing but don’t mislead (or tick off) your audience.

Why Clickbait Headlines Work

Again, these headlines do work, and the data is there to prove it.

A 2023 study analyzed over 100 million articles to determine which headlines drove the most shares. Phrases like “for the first time!,” “you need to…,” and “…of all time” were responsible for generating the most engagement.

It’s theorized that clickbait headlines work because they tap into our curiosity and desire for instant gratification.

Clickbait headlines are designed to evoke strong emotions, making people more likely to click on the link to satisfy their desire for quick entertainment or information. Our brains often can’t resist the temptation!

That said, it’s important to note that the phrasing of today’s clickbait headlines has changed.

Older studies have highlighted the effectiveness of “clickbait-y” headlines, with headlines like “…will make you” and “You need to know” topping the charts.

These types of headlines seem to be less common today.

14 Clickbait Headline Examples That Actually Work

One of the biggest reasons why clickbait gets such a bad rap is that people often exaggerate the information or simply make claims that can’t be true.

If you mislead your readers, this can certainly backfire – causing you to lose credibility and potential customers.

Instead, use some of these clickbait headline formats below to craft titles that grab attention while maintaining readers’ trust in your brand.

1. “The Perfect X Doesn’t Exi-“

Clickbait headline exampleSource: “The Perfect X Doesn’t Exi-” Image Search results; Google; Feb 2024

You’ve likely seen this headline around a lot, as it’s been common in articles and memes on social media.

This headline works because it is both clever and funny, playing on the idea that something ideal doesn’t exist when, in fact, it is tangible/achievable if only (…).

It’s a playful way to engage the audience and subvert their expectations, making the content more memorable and shareable.

Here are a few examples of headlines that follow this format:

  • “The Perfect Social Media Calendar Doesn’t Exi-”
  • “The Perfect Facebook Ads Template Doesn’t Exi-”
  • “The Perfect Vegan Meal Plan Doesn’t Exi-”

2. “X Things You…”

“X Things You…” headlines work well because they quantify the information that will be found in the article and make an appeal directly to the reader (“you”).

The “you” here entices readers to find out more about themselves (at least, this is what is implied).

You can use this headline like so:

  • “8 Things You Need to Do Before Proposing”
  • “10 Things You Need to Do Before Buying a House”
  • “19 Things You Don’t Know About Your Favorite Sports Teams”

People will be intrigued to find out what exists on the other side of the click!

3. POV

The “POV” (point-of-view) headline trend is a recent one, first circulating on TikTok.

Typically, these headlines are used on videos (TikToks, Instagram Reels, YouTube Shorts, etc.) where the camera follows the main subject as they travel, live their life, encounter a challenge, etc.

TikTok POV headline exampleImage from trillmag.com, Feb 2024

The POV headline can be used for literal POV videos, but it can also be used as clickbait.

Sometimes, it’s used in a humorous way, where you don’t see the actual POV of the subject but a curated experience they want you to believe in/follow.

Here are a few examples of POV headlines:

  • “POV: You just bought the viral Skims bodysuit”
  • “POV: You think SEO doesn’t work”

4. “…they don’t want you to know”

In today’s society, there is a lot of paranoia about “the powers that be,” whether that means corporate America, politicians, “experts,” academia, cancel culture – you name it.

With that, consumers are constantly on edge about being lied to or misled.

The “..they don’t want you to know” headline works in that it implies that the article shares information that’s typically hidden by the “experts.”

It’s information that you/your brand is willing to share, even in the face of opposition from the powers that be.

Here are some examples of headlines in this format:

  • “5 Things Relationship ‘Experts’ Don’t Want You to Know About Dating”
  • “10 Things Most Business Coaches Don’t Want You to Know About Sales”
  • “6 Things Most Doctors Won’t Tell You About Dieting”

5. Piggybacking

Whether or not you already have some brand recognition, you can use the “piggybacking” technique to build some authority and drive clicks.

This involves referencing a well-known figure or company in relation to your brand/post.

This format implies that you have the support of this thought leader or brand in sharing the information in your article.

Some examples of this are headlines like:

  • “Kim Kardashian LOVES This Swimsuit Brand”
  • “Forbes Entrepreneur Shares X Tips…”
  • “Dancing with the Stars Celeb Reveals…”
  • “Nike Swoosh Designer Teaches Us…”

If you are fortunate enough to feature a prominent figure – or simply do a follow-up piece about an existing news story or interview – then you can use “piggybacking” to grab attention and attract visitors.

6. “This Is What…”

In this clickbait headline example, the “this” makes people curious about what they will find when they click through to the page.

This is a common clickbait headline, but it can also go awry if you are too secretive in the title.

Avoid titles like “This Is Why You’re Losing Money” or “This Is Why You’re Lonely,” as these are too broad and cryptic.

Instead, aim for headlines like:

  • “This Is Why You’re Not Seeing an ROI on Your Marketing”
  • “This Is Why Business Owners are Investing in Bitcoin”

In the later examples, you give readers more context and make them less skeptical about what your content is about.

7. “… of the year”

The No. 1 headline phrase that showed up in BuzzSumo’s study was “…of the year.”

This headline is commonly used to “round up” the best information on a given subject (best women’s boots, best movies, best marketing templates, etc.).

Specifically, BuzzSumo found that headlines using “of the year” were mostly concerned with rankings and awards.

Here are a few examples:

  • “Best Websites of the Year”
  • “Best Games of the Year: 2023”
  • “10 Best Movies of the Year”
  • “Best Entrepreneurs of 2023”

8. “This Is How…”

“This is how…” clickbait headlines intrigue readers by keeping “this” a secret while giving a hint as to what the content is about.

With this headline, the goal here is to not be too cryptic. Otherwise, readers might get frustrated by your obviously clickbait-y title.

Instead, be more descriptive and literal so they know what to expect on the “other side” of the click.

Some good examples of headlines in this format include:

  • “This is How Business Owners are Saving Thousands on Their Taxes”
  • “This is How Parents Can Relieve Stress Throughout the Day”
  • “This is How Designers Can Make More Money With Fewer Clients”

9. “Did You Know…”

This headline is a favorite because it appeals directly to the reader (“you”) and asks them a question that challenges them and implies that they’ll discover the correct answer when they read the content.

If they are correct, they are validated. If they are incorrect, they can read the article and learn something new!

Here are a few ways to use this format effectively:

  • “Did You Know That Influencer Marketing is Dying? Here’s What to Do Instead”
  • “Did You Know That SEM is Out and SEO is In? Strategies for 2024”
  • “Did You Know That Exercising Brings THESE Benefits?”
  • “Did You Know HOW Healthy Mushrooms Are for Your Brain?”

10. “The Last … You’ll Ever Need”

This headline is a great one for ecommerce because you can position a product as being the last X a customer will ever need.

For products that customers usually have to buy on a regular basis, this can be a huge relief.

For example, if you know that people often have to buy hair flat irons every three years, you can market your flat iron as being “The Last Flat Iron You Will Ever Need” if it lasts 10+ years.

Customers will be happy to know they can save time or money by making a one-time purchase.

Here are a few more examples of this headline in action:

  • “The Last Winter Jacket You’ll Ever Need”
  • “The Last Capsule Wardrobe You’ll Ever Need”

11. “You Won’t Believe…”

Headlines like “You Won’t Believe THIS Hack!” are often the worst offenders when it comes to clickbait-y, misleading titles.

To be effective, you’ll want to be a bit more descriptive.

Some examples of “You won’t believe…” headlines done right include:

  • “Amazing Inventions You Won’t Believe Exist”
  • “You Won’t Believe This Dog’s Dance Moves!”
  • “166 Photos You Won’t Believe Are Not Photoshopped”
  • “50 Random Facts You Won’t Believe Are True”

12. “Why You Should…”

If you’re going to be bossy and tell readers what to do, you might as well give them a reason.

With this headline, you appear to give readers a helpful tip while enticing them to read more.

Headlines like “Why You Should Stop X and Do Y,” “Why You Should Stop Buying X Product,” or “Why You Should Invest in Real Estate Now” tell people what the content is about while leaving the “why” a mystery – until they click through to your site.

Here are a few creative ways to use this headline:

  • “Why You Should Ditch the ‘Diet’ and Go Keto Instead”
  • “Why You Should Stop Scrolling and Try Notion”
  • “Why You Should Create a Vision Board for 2024”

13. ‘LIVE…’

People love original content. So, if you share a live video or webinar, they’ll be inclined to click because they know they won’t find this content anywhere else.

This especially works for ads that direct users to a live webinar, video session, or conference.

You can set a timer so people only have access for a limited time.

Here are some examples of “LIVE” headlines:

  • “LIVE: Nike CMO Shares Her Tips for Building a Memorable Brand”
  • “LIVE: Digital Nomad Conference”
  • “LIVE Video: How to Level Up Your Marketing Agency”

14. “See…”

Sometimes, seeing is believing – and people want to see the “secret sauce” for themselves before they put the information into practice.

“See…” headlines create a sort of information gap where people get the impression that you have something interesting they just won’t want to miss.

You should follow up this phrase with an urgency-creating headline like:

  • “See Results From Your Marketing in Just 2 Weeks”
  • “See These Seo Strategies in Action – Before Your Competitors Do!”

How To Use Clickbait Headlines Effectively

In this guide, we’ve shared a few examples of how clickbait headlines can work for your site – without jeopardizing your brand’s credibility or reputation.

The key is to use headlines that intrigue viewers without misrepresenting the content they will find on the page.

Grab their attention, give a hint as to what they will find once they click, but leave just a touch of mystery!

When used the right way, there’s no doubt that clickbait headlines work well when it comes to grabbing a user’s attention and driving clicks.

More resources:

Featured Image: Zerbor/Search Engine Journal 

Ecommerce MGMT 0 Comments