Content Marketing for Dummies
This article from Search Engine Journal touches on something important: Content that doesn’t convert is just that… content. If you want content that drives interest and donations, you need to look at your metrics. If you’re creating content, it should have a clear purpose and lead people to take another action — whether that’s to learn more, sign up for an event, download research, or donate to your organization. And don’t forget that content drives SEO… just make sure you’re writing like a human and not keyword stuffing in the hopes your post ranks higher on Google.
No More Cookies… Now What?
With the new restrictions browsers are putting on cookies, I wonder if we need to prepare for a cookie-less world. It’s better we accept it now and learn how to survive rather than be annoyed and taken by surprise when they are *actually* blocked. This article offers great advice with specific tactics to successfully advertise without cookies. Which one are you trying? I’ll definitely be using my own first-party data since it’s proven to drive higher conversion rates.
SE-Oh, It’s Time for a New Strategy
Need a super-boiled-down version of how your nonprofit should use immerging digital marketing trends? This Forbes piece looks at a half dozen new developments and how nonprofits can leverage them. It’s a great, not-too-technical piece to show to your boss. I like the tips on voice search, which requires some finessing of search terms since people tend to use different words when they speak versus typing out a question but can give you a leg up over your competition that isn’t hopping on this new trend.
Who Has Your Data & What Data Do They Have?
Don’t freak out. Knowledge is power, so the more you know… the better. When you know what data is being collected or how you’re being tracked, you can go in and update your privacy settings (or stop using the app or service altogether). That’s why I wanted to share this article Axios put together on what a few of the biggest companies know about you, from Google and Facebook to Amazon and Apple!
Banner Ads Aren’t Dead
Yeah, the Google Ad Grant is awesome, but its features can be pretty limited. If you want to try paid Google Ads, the Google Display Network is a good (read, “cheaper”) place to start. These ads show up based on information Google has about your audience including their search history, demographic info, etc. In particular, this article from Adespresso talks about Google’s banner ads, which are typically cheaper than many other search ads. This is good news for nonprofits because it allows you to spend less while still getting your organization out there in front of a lot of people.
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