6Mar

Marketing Tools Quick Guide

Go ahead, be obsessed with the latest and greatest marketing tools. As a fellow digital marketer, I know that finding new turn-key (plug-and-play) marketing tools can make your life a whole lot easier — opening up your schedule to spend more time running experiments and refining your strategy and less time building campaigns from scratch.

Over the past 3 years, every time I discovered a new marketing tool I would place a link to the tool in a Google Doc spreadsheet. Well, as you can imagine, 3 years later, the spreadsheet became 400 rows long and unmanageable as a ‘quick guide’ resource. So, I finally snapped out of my procrastination funk for cleaning this spreadsheet up in order to make it a daily resource. I went through the spreadsheet and pulled out marketing tools that I like or have used to put in a clean and shareable document to share to all my fellow growth marketers to use. The goal of the shared document is to provide a starting point for choosing which tools to use when executing your strategies. With so many tools on the market to choose from, I wanted to make filtering for your agile marketing needs as quick and painless as possible.

The document is organized by 4 high-level topics: tools, measurement, creative, inspiration. Under each is a few sub-headings that you can click to send you directly there (thanks Google for building in this TOC functionality). As I continue my pursuits in marketing, this document will continue to grow. I look forward to sharing all the tools I discover and hoping it flows both ways. Please leave tool suggestions or marketing inspiration in the comments or feel free to send me an email with tools you recommend to be added.

Keep growing marketers!

Jenna Hannon Marketing tools

To top this post off with a little bonus content, here is an awesome infographic specific to digital content marketing tools. Enjoy!

Marketing tools

I look forward to tool recommendations that I may have forgot to add to the list!

-Jenna

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21Feb

Neil Patel Tells Us How Google Works for SEO

One of my favorite growth marketers is Neil Patel of KISS Metrics. Neil adds so much value from the content he creates by focusing on simple, informative, and highly applicable content. Here is an awesome animated infographic he created on how Google works for those focused on SEO. It is definitely worth the share.

-Jenna

How Google Works
Courtesy of: Quick Sprout
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22Jan

Growth Hacker Recipe: Video SEO Jackpot

This post was written as a  Growth Hacker Recipe for growthhacker.tv (ghTV). Although, it turns out the internet growth hackers aren’t hungry for SEO hacks on ghTV, so I am publishing it on my blog. This way it sees the light of day and hopefully becomes helpful to more fellow internet marketers looking to get the most from their video content. I will also have you note that just because this is not published on ghTV, doesn’t mean it is not a damn good strategy. Ask fellow growth hacker, Alex Korchinski, he knows (there you have your validation to read on). Go ahead growth hacker, read on!

Video SEO Jackpot

Gain triple point score for video SEO (audio-only for double point score) through transcribed video content.

GOAL

Turn video and audio content into tools for SEO by transcribing and placing text of videos into web pages. Get the most out of the quality video and audio you create by telling Google exactly what is in them. Google already weights video more highly than just text alone in their algorithm, but why not still get points for keywords in the video through text transcriptions? Make great video content, show up in more SERPS, be found and enjoyed by exactly the right people looking for the information in your videos!

INGREDIENTS

Website
Video or audio file
Speechpad.com transcription or other online transcription service

PERSONNEL
Front-end Developer

TIME

Varies based on length of videos

INTRODUCTION

What do companies like Udemy, Udacity, and YouTube have in common (other than the fact that they are all video-based products)? They transcribe and caption their video landing pages for more keyword rich pages. Don’t let Google try to figure out what is in your video or audio content through the title you provide alone. Tell them all the keywords in your video, while providing more ways to consume your content, through text transcriptions embedded in your pages. Sweet hack nectar!

OVERVIEW

Google is smart (and getting smarter). “But ain’t nobody got time” for indexing all that video content — unless you tell Google exactly what is in your videos. Lots of equally smart companies, that are heavy on the video content, are giving Google all their keyword rich video content for better SERPS through text transcriptions. And, it turns out that there are lots of simple tools out there for you to be just as savvy with your video content without having to a) build this tool from scratch or b) do it manually.

STEP ONE

Transcribe your video or audio files. There are a bunch of services online to do this for you just a few clicks away. I know Speechpad.com specifically does per minute human transcription, but I am sure there are lots of high-quality transcription services that can deliver quickly. Pick your poison. The service should provide you with a word-for-word text transcription of your files (and many even timestamp for closed captioning, if you want to include this option as well).

Closed captioning option: Note that after uploading a captions file to YouTube (YouTube only), each phrase is indexed down to the exact second. You can leave this task to Google when uploading to YouTube, but we have all seen YouTube’s auto-closed captioning…and we really shouldn’t trust that. Unless you want keywords like “surfing” to be indexed as “smurfing”, etc.

STEP TWO

Create a new keyword strategy based on your transcribed text. To do this, simply run through the transcribed text and pull out keywords that you would like to target. Remember, you are now telling Google what is in your content through these keywords, so pick the words that drive the right ‘intent’ to your landing pages (the usual SEO strategy, nothing new here).

STEP THREE

There are two ways to gain points for SEO through transcription on landing pages. Option one is to create a new ‘linked’ landing page, separate from the video landing page. This transcribed landing page (Udacity does this for all their courses) will be filled with aligned keywords (and the rest of your SEO checklist for that matter: slug, title, meta data) and internally linked giving you more indexable landing pages of value. Option two would be to add the transcribed text on the video landing page itself. Either way will work. Some like option one, as it is a reason to create another landing page with a different keyword strategy (by the content of the video) than the original video landing page (thus, giving you more pages with more keywords to find your content). For example, your video page may be targeting “SEO keyword strategy” as aligned with the video title, but your transcribed video text landing page may be targeting “transcribe video content SEO” based on the text from the video. Paginated transcripts also add to your overall site size and provide internal cross linking opportunities. Both options will work, it is really just a matter of strategy, time, and resources.

CONCLUSION

The goal of this recipe is to get the most out of your content for SEO. Video content can be time consuming, but used well it can be gold for helping more people find the information you are providing — and thus, you. Transcribe on growth hackers.

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16Dec

Agile Marketing Meetup Key Takeaways

Last week I attended the ‘Agile Marketing Meetup’ group in San francisco hosted by Paul Willard (Atlassian, Practice Fusion). Speaking at the Meetup was Jared Fiesler, formerly of Slide, Google, and Square, currently a venture partner at Matrix. Here is the slide he presented with the key points of the talk.

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