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Category Archives: Article Marketing

Enhance Calls-to-Action with Google’s New Extension for Video Advertisements

Google Video CTAs

Google recently announced the upcoming debut of a new call-to-action extension for TrueView in-stream video ads. The debut of this software extension, slated for January 2019, will coincide with the retirement of the current YouTube call-to-action video overlay.

With this extension, Google intends to help streamline interactive features among multiple video ad formats. This announcement is positive news for businesses seeking an agile video advertising platform able to employ numerous interactive elements. Ultimately, this extension may enhance user engagement and help you drive closer toward marketing goals.

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Facebook's Instant Articles Losing Favor with Content Marketers

facebook instant articles

Two years ago, many content marketers were hailing Facebook's Instant Articles (IA) as a potential game-changer in social marketing. The idea that brands could publish natively on Facebook using long-form content that loads quickly on mobile presented some interesting opportunities for social engagement and brand awareness. Along with other trends at the time (like Twitter potentially dropping its character limit and the debut of Snapchat Discover), in-depth content looked like the future of social content marketing.

Now, however, it looks like IA may not be the game-changer Facebook hoped it would be, as the network struggles to make it worthwhile for publishers.

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Is Facebook's 'Instant Articles' a Game-Changer For Content?

instant articles

One of Mark Zuckerberg's goals is to make Facebook's News Feed a "perfect personalized newspaper" for every user. To do this, the News Feed algorithm attempts to show users the updates, birthdays, events and shared stories that it thinks would be most important to them. It follows that news sites have been very successful under this system.

In fact, with so many news sites getting more and more referral traffic from Facebook, the network's influence has never been more powerful. But what will happen when they finally decide to directly host content instead of having publishers post a link? We're about to find out.

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White Papers Aren't Dead, But How Are They Different From eBooks?

white papers

Last week, an article titled "The White Paper Is Not Dead" appeared in the Huffington Post. It was an interview with John Fox, founder of Venture Marketing, and it defended the use of white papers as an effective marketing technique. Indeed, so many articles have asked "are white papers dead" that it could seem like their usefulness has ended.

However, most of these articles conclude that white papers can be useful for generating leads and getting conversions when done right. But they fail to answer one glaring question: if your white paper is a long piece of content in PDF format, why not just call it an ebook?

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Penguin 3.0 Is Here, but the Disavow Tool Remains Mysterious

disavow tool

It's that time again. Google's Penguin 3.0 update has officially rolled out after about a year of silence, and the reactions so far have been mixed. Webmasters and SEOs will likely be doing one of three things as the update takes effect: enjoying a surge in rankings due to a clean link profile, seeing no change in traffic, or scrambling to fix low-quality links.

Fixing spammy links involves either contacting the webmasters that are linking to you or using Google's disavow tool. Unfortunately, despite much discussion, Google has failed to make it clear when people should actually disavow links.

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