A Guide on How to Use XPath and Text Analysis to Pitch Content

In my day-to-day role at Builtvisible, I build tools to break down marketing challenges and simplify tasks. One of the things we as marketers often need to do is pitch content concepts to sites. To make this easier, you want to pitch something on-topic. To do that more effectively, I decided to spend some time creating a process to help in the ideation stage.

In the spirit of sharing, I thought I'd show you how that process was created and share it with you all.

Tell me what you write

The first challenge is making sure that your content will be on-topic. The starting point, therefore, needs to be creating a title that relates to the site's own recent content. Assuming the site has a blog or recent news area, you can use XPath to help with that.

Content Gating: When, Whether, and How to Put Your Content Behind an Email/Form Capture

Have you ever considered gating your content to get leads? Whether you choose to have open-access content or gate it to gather information, there are benefits and drawbacks you should be aware of. In today's Whiteboard Friday, Rand weighs the pros and cons of each approach and shares some tips for improving your process, regardless of whichever route you go.

All Content is Not Created Equal: Comparing Results Across 15 Verticals

Are you holding your content marketing to unrealistic standards?

No matter how informative your infographic about tax law may be, it’s not going to attract the same amount of attention as a BuzzFeed Tasty video. You shouldn’t expect it to. In order to determine what successful content looks like for your brand, you first need to have realistic expectations for what content can achieve in your particular niche.

Our analysis of hundreds of Fractl content marketing campaigns looked at the factors which have worked for our content across all topics. Now we've dived a little deeper into this data to develop a better understanding of what to expect from content in different verticals.

What follows is based on data we've collected over the years while working with clients in these industries. Keep in mind these aren’t definitive industry benchmarks – your mileage may vary.

Penguin 4.0: Was It Worth the Wait?

For almost two years (707 days, to be precise), one question has dominated the SEO conversation: “When will Google update Penguin?” Today, we finally have the answer. Google announced that a Penguin update is rolling out and that Penguin is now operating in real-time.

September has been a very volatile month for the SERPs (more on that later in the post), but here’s what we’re seeing in MozCast for the past two weeks, including last night:

How to Appear in Google's Answer Boxes - Whiteboard Friday

Featured snippets are the name of the rankings game. Often eclipsing organic results at the top of the SERPs, "ranking zero" or capturing an answer box in Google can mean increased clicks and traffic to your site. In today's Whiteboard Friday, Rand explains the three types of featured snippets and how you can best position yourself to grab those coveted spots in the SERPs.

Feeding the Hummingbird: Structured Markup Isn't the Only Way to Talk to Google

In a recent poll, Moz asked nearly 300 marketers which Google updated affected their traffic the most. Penguin and Panda were first and second, followed by Hummingbird in a distant third.

 

Breaking the SEO Rules: When Not to Follow Best Practices - Whiteboard Friday

Best practices are set in place to guide us toward success in most situations. Not all situations. In today's Whiteboard Friday, Cyrus shows us several instances in which it's actually best to break the rules and throw those best practices out the window.