Content marketing: What’s the best content length and how does it affect SEO?

Posted by on Mar 7, 2019 in Content Marketing |

When it comes to content marketing, it’s hard to know how long your blog posts and articles should be. The short and confusing answer is: it depends on what the user is searching for. If the user is looking for something that requires a comprehensive and long answer, then they will be expecting a longer article. If they are looking for a quick solution, they wouldn’t want to read thousands of words of text. The length of the content that someone is looking for when they want to book their car for a repair or hire an accountant, for example, will be much shorter than when they are looking for a bespoke solution. When it comes to sharing opinions and showing people how to achieve things, Google loves long form content. Google wants to know that the person will get all the information they need in the form of a full walk-through so that they thoroughly understand the subject. The person writing the article also has to demonstrate that they have the subject matter knowledge by giving the reader a comprehensive and long answer. Long form content is very important in this scenario. In an article by serpIQ, the researchers show that the average search length is 2400 words. In an article by Quick Sprout by Neil Patel, he explains how content length affects ranking and conversion. Neil realised that longer form content converts 30% more than shorter forms of the same content. According to a recent study, the average length of content on page 1 of Google is 1900 words. Regardless of the content length, you should always focus on delivering high quality content. WSI OMS offers top quality content writing and marketing services. Contact us for more information today. Please follow and like...

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The Four Kinds of Millennials

Posted by on Sep 26, 2018 in Social Media Marketing |

Up until recently, everyone born between the years 1980 and 2004 were lumped together under the banner ‘Millennials’. While grouping a certain demographic by age does assist in some predictions, it is becoming increasingly obvious that Millennials are comprised of four separate groups. Each group is affected by different socio-economic factors and as such have different outlooks. A digital marketing campaign aimed at anyone between the ages of 13 and 35 needs to incorporate elements of experimental marketing to fully reach these four distinct sub sections of the millennial generation. The Struggling Aspirationals The Struggling Aspirationals form the largest part of the four subsections of Millennials. Their forward thinking and globalist view identify this group. They are ‘green’, fit and healthy, have some form of employment and standard source of income, but often find themselves in financial trouble. This group is ambitious and seeks to raise their station in life. They are most open to digital marketing as they form part of the interconnected superhighway of information that is the internet, but they are thrifty and aware of most kinds of traditional advertising. Experimental advertising ignites their interest and will lead them further than old school banner adverts. The Comfortable TV Watchers This group is the polar opposite of the Struggling Aspirationals. They are content with their station in life and act as consumers of content. They can be targeted by most TV adverts, as this is likely their preferred medium. A small percentage of the millennial generation, they lack inspiration and likely subsist on welfare to meet their needs. The Active Affluent The most accomplished of the millennial groups, this section is also known as the “I’ve Arrived”. With steady jobs and disposable incomes, this group enjoys travelling, buying assets and starting families. Likely, they form part of the first of the millennial group and are in their late 20s or early 30s. The Active Affluent sees their lifestyle as a means by which to measure their status and accomplishments. The Successful Homeowners and Struggling Dependants The final group of the Millennial generation exists in juxtaposition with itself. In the US, this group is comprised of the ‘Successful Homeowners’. This group is the most affluent and successful of the Millenials, whether it is by inheritance or high income. In South Africa, this final portion is comprised of rural Millenials with low confidence and poor prospects. Each of these groups has some form of spending power and will be swayed if you communicate with them in the right way. Contact WSI OMS for social media marketing and content marketing services. Please follow and like...

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A Focus On The South African Millennial

Posted by on Sep 24, 2018 in Content Marketing |

With one foot in the first world, and one foot in third, the South African Millennial is in the unique position where they have the outlook and aspirations of first world Millennials, but understand the limitations and socio-economic factors of being in a developing nation.  Traditional marketing campaigns are not effective for this kind of outlook. A new approach must be taken, and experimental marketing needs to be implemented. The South African millennial is an interesting breed. Living in a developing third world nation, but with the hyper-connectivity of their first world counterparts, the South African Millennial is a target audience that responds to a more innovative form of advertising. Some Facts on Millennials  The term Millennial was created by Neil Howe and William Strauss, and is used to denote anyone who was born between 1980 and 2004. In 2017, Cosmopolitan ran a survey on Millenials in South Africa. This survey yielded the following figures: There are 195 million Millennials in the country 78 percent are employed, and therefore economically active 96 percent have a bank account 62 percent have bought something that was out of their budget 62 percent are saving for something These numbers show that Millennials are not only active consumers, but are trying to move up their station in life. By 2020, 50% of the workforce will consist of Millenials. A large percentage of the workforce now consists of Millennials, so they have a lot of buying power. This means they are a prime sector to target. However, Millennials live in a hyper-connected world of globalisation and the internet. Trends come and go faster than major companies are even able to understand them. Such a culture of high-speed craze followed by obsolescence means that a new kind of experimental marketing is required. Branding through social media and other forms of digital marketing is the new TV or billboard. Times are changing, and Millennials are forming the forefront of that change. Experimental marketing keeps things new and fresh, and allows us to reach a massive client base in record times. If you need help or advice with your digital marketing campaigns or content marketing initiatives, contact WSI OMS. Please follow and like...

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6 Ways to Conduct a Trend Analysis

Posted by on Sep 18, 2018 in Digital Media Marketing |

Trend analysis is used to analyse statistical data and recorded market behaviour over a defined period. Analysing market behaviour and dominant patterns of consumers provide valuable insights to an organisation on consumer preferences and the macroeconomic environment. Using this data assists with strategising and forecasting future business plans, understanding various behaviours and the dominant traits of the consumers associated with it. Why Trend Analysis? A trend analysis is important for the following reasons: It is a necessary process for developing an effective marketing strategy, It gives a business an all-around perspective of factors affecting its environment (whether in a growth or decline stage), It provides reassurance by means of simulations on scenarios that are most likely to happen, The process acts as a boost to one’s confidence when making important business decisions. It is not always easy to know if a business is going to grow in the future. So, it is necessary to develop techniques and tools to help make these predictions – hence the rising importance of trend analysis. The Pros and Cons of Trend Analysis  Cons: It can be a costly task to engage in, It can be a challenge obtaining tailored information that is directed to a specific subject. Pros A business that is able to afford research is in good standing of competing in the markets, The advancement of marketing research in South Africa leads to reliable data that positively affects the decision-making process of the business. Alternative Methods Thorough research protocols give way to the authenticity and relevance of the collected data, therefore putting it into real perspective. Typically, research may focus on economic, social, political, technological, environmental and legal factors which are directly or indirectly affecting the business. In marketing, PESTEL analysis is a framework or tool used by marketers to analyse and monitor the external marketing environment that has an impact on an organisation. The result is used to identify threats to and weaknesses in the organisation. PESTEL is, therefore, often used, as it is a common strategy, which simplifies the necessary approach when initiating the research process. Of course, there are alternative methods (besides PESTEL) available for conducting research, which may include interviews, surveys or perhaps alternative third-party data. Companies may also choose to analyse trends in terms of product innovations, or perhaps competition. Below is a list of alternative ways in which small businesses may conduct the desired research: Start conversations on social media by creating surveys and polls, Join industry forums and events, Engage clients as a source of feedback, Involve yourself with industry influencers and collaborate to gain insights, Read articles in the Business Press, Conduct telephone interviews. While some businesses are entirely comfortable investing in advanced...

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Do Not Let Your eBook Collect Dust! Here Is How to Market It like a Pro:

Posted by on Sep 10, 2018 in Digital Media Marketing |

Whether your eBook is 10 pages or 100 pages long, you undoubtedly spent multiple hours writing, editing and polishing it to get it perfect. If you have already published your eBook on your website or even an online marketplace like Amazon, you need to make sure that you are continuously driving people to your download or ‘buy now’ landing page. Here are a few tips to market your eBook like a pro: PPC Marketing If your initial downloads have started to wane, it is time to bring in the big guns. A paid Google advertising campaign is one of the most effective ways to boost your content’s visibility. The reason why PPC is a great way to market an eBook is that you are giving away free advice. Instead of linking to a product page or a sales pitch, a Google user will see that you are providing educational content. When it is time to buy, they will remember where they got the advice that helped them solve a problem. Guest Blog Reach out to industry news sites and other platforms that your potential customers visit. Write guest posts related to your field of expertise and use your eBook as a call to action. Instead of telling people they should contact you when they are ready to buy, the approach of giving them more information for free will help you build a relationship with them. Be sure to ask for email addresses so that you can keep in touch with people who download your eBook. Email Marketing If you have already let your existing clients know that they can download your eBook, then you need to expand your reach. Gather contact details of people you meet at industry events and people who contact you with queries so that you can send them a series of emails with links to your eBook. Do you need help marketing your eBook? Then get in touch with WSI OMS today. Please follow and like...

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