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How Rethinking Paid Media Can Drive More Efficient, Sustainable B2B Growth In this competitive environment, the fundamentals of effective B2B marketing are more crucial than ever, yet many brands are losing sight of them. As platforms become more inundated with noise, organizations are increasingly over-investing in paid media while under-investing in the strategic groundwork that makes paid campaigns perform. This imbalance leads to wasted spend, mixed messages, and weaker results, just as B2B audiences are becoming more selective. So, how can marketing leaders leverage paid media to drive more efficient, sustainable B2B growth? That's why we're talking to Andrea Ness (Head of Media, ddm marketing + communications), who shares her expertise on how rethinking paid media can drive more efficient, sustainable B2B growth. During our conversation, Andrea emphasized the importance of integrating paid media with owned and earned media to creative a holistic customer journey. She stressed that B2B paid media should amplify strong messaging rather than being the sole focus of a marketing campaign. With sales cycles often lasting 6-18 months, Andrea highlighted the need for consistent messaging across all channels and the importance of building long-term trust. She also underscored the significance of long-lasting assets such as website and thought leadership for sustainable ROI. Andrea advocated for a strategic approach to measurement, leveraging full-funnel metrics that go beyond immediate conversions to capture the true impact of a brand's digital presence. https://youtu.be/HdpEGsfjxuI Topics discussed in episode: [00:00] Why a weak narrative just means broadcasting confusion at scale  [02:44] Why teams skip to conversions and why it backfires in 6–18 month buying cycles  [05:45] The problem found when sales, PR, web, and leadership aren’t saying the same thing  [09:19] How B2B buyer behavior has changed, and why sales calls are the last resort  [13:24] How to reframe brand investment in language leadership buys into  [17:09] The three paid media pitfalls every B2B marketer must avoid [21:59] Why foundational messaging lifts every channel, and how to evolve it  [24:59] Demystifying owned, earned, and paid media [32:11] Long-lasting assets vs. short-term ads: SEO, thought leadership, and repurposed content that compound  [34:48] Brand lift studies, return visitors, time on site, and the metrics that prove full-funnel progress  [37:56] Why you must build the house before you turn on the amplifier Companies and links mentioned: Andrea Ness on LinkedIn  ddm marketing + communications   Transcript Andrea Ness, Christian Klepp Andrea Ness  00:00 People usually don’t convert on the first ad exposure that they see. So you really, really do want to make sure that there are so many other ways that they can get to that information. Advertising helps. But you know, like, like, if you look at you know what your journey is. And really, it’s a great exercise if you don’t have a customer journey, like, laid out on paper and really, and looking at that, not just for paid media channels, but also, you know, like, here’s what we’re doing, foundational like that owned media, you know. And then here’s what you know earned media is doing that they’re really pushing out. And here’s their focus. Christian Klepp  00:31 The fundamentals of effective B2B Marketing have not changed, but in 2026 many brands are losing sight of them as platforms become more crowded and ad costs continue to rise, organizations are increasingly over investing in paid media while under investing in the strategic groundwork that makes paid campaigns perform. This imbalance leads to wasted spend mixed messages and weaker results, just as audiences are becoming more selective. So how can B2B Marketers leverage paid media to drive more efficient, sustainable growth? Welcome to this episode of the B2B Marketers in the Mission podcast, and I’m your host, Christian Klepp, today, I’ll be talking to Andrea Ness, who will be answering this question. She’s the head of media at DDM Marketing and Communications, where she helps drive digital marketing initiatives for B2B organizations, tune in to find out more about what this B2B Marketers Mission is. Andrea Ness, welcome to the show. Andrea Ness  01:29 Very good to be here. Christian Klepp  01:30 Really good to have you on. I mean, you know, we’ve, we’ve had such a great free interview conversation where we, we laughed so much about all these random topics, and that was already, like, very telling of, like, what’s to come. But I’m, I’m really looking forward to this conversation. It’s, it’s a very pertinent one. I think it’s something that B2B marketing teams really need to be paying attention to as they move forward. At the time of this recording, at the beginning of 2026 All right, so let’s, let’s jump right in and start the interview. So, Andrea, like for you’re on a mission, I would say, to help B2B companies deliver high impact marketing campaigns that drive measurable results. For this conversation, I’d like to zero in on the topic of how rethinking the role of paid media can drive more efficient, sustainable growth. So I’d like to kick off the conversation with two questions, and I’m happy to repeat them, right? So question number one, why do you think paid media should function as an extension of brand trust, rather than the centerpiece of a marketing strategy? And the follow up question is, where do you see many B2B Marketing Teams struggle. Andrea Ness  02:44 All right, I will start with round one, but with the first one, usually, when someone hears media campaign, they go straight to, like the media teams and like going to tactics where, like, where we really want to back up and just say, you know, paid media works as it to amplify the message that you’re trying to put out there, not to create the message. So if you don’t have that, those strong messaging and those components in place, or what we like to say at your house in order, you know, like we’re not going to be the best at creating the message, but only taking really resonating messaging and putting it out to the world. So it we call paid media more like a distribution engine. And it’s not the message itself, you know, and it’s also, you know, to really, really underline brand narrative is, if their your brand narrative isn’t strong, your paid media just amplifies people to get confused. One of the things that we like to talk about with clients is that audiences see 1000s of messages every day, you know. So like, even if we might be in the right channels, you know, with everyone else, if it doesn’t resonate, if it doesn’t align, you know, if it doesn’t connect and strong, then they’re just trying to pass it by with hundreds and 1000s of others. So really, really, what is that message component? What are you trying to tell them? When are you trying to tell them that? And then we just use paid media, the tactics for paid media, just to make sure that we’re amplifying that message to the right people. So that’s with your first question, what your second one was, Christian Klepp  04:14 Where do you see a lot of based on based on that, like, where do you see a lot of B2B marketing teams struggle? Andrea Ness  04:20 So one of the things we keep on we keep on hearing over and over again, because again, you know, I know clients like, really like, their focus on revenue. They’re focused on the end goal. But you know, when we hear a lot of times, when we hear like we need, you know, consistently, more leads, more conversions, more revenue. We got to go straight to the end when what we’re thinking about like, and what we have to bring clients back to is like, what is that customer journey? And, you know, like for us to be able to move them through the funnel, we can’t just go straight to the end and asking them to do something when they don’t even have that trust, or they’re not even, you know, in the consideration journey yet. You know, so with with B2B, especially like consumers, sometimes it’s a quicker side cycle. But with B2B, you know that your cycles are could be like six to 18 months, even longer. So if you’re not talking to them throughout each of the journey and building that trust along the way, you know we’re going to be losing them if you go straight to like, you know, do this and, you know, give us your contact information. We learned, especially now, especially with new generations of people. They don’t like always. Like filling out forms. They like to do their own research in many different ways. And if you’re not there in each of those moments as they’re like, going through and building that trust, wherever they’re going to get those information points, you know, just going out and saying, like, do this now. Deadline approaching, you know, like you’re gonna they’re not going to be ready to do the end the end goal. So, Christian Klepp  05:43 Absolutely, absolutely, yeah, Andrea Ness  05:45 Another thing that we notice is more like the fragmented, like the messaging so, and it’s just, you know, we that’s why we really, really hone in on integrated marketing. Because it really is, if we’re ready, if we have our key messages in place. It’s not just what the ads should say. It’s in every form of their communications. And sometimes people don’t think that way, because businesses are in their different teams. They have their sales team, they’re their PR team and communications team, you know, they have, you know, their web team. They have, you know, like all these other teams. But when, when we are ready to say these are going to be our key messages we’re going to hit out there. We have to make sure that all of these teams are aligned and the messaging resonates. So no matter where your audience goes to or where they go out to seek information, you don’t want to lose them by like they seen an ad with this message, but then they don’t. They go to your website and they don’t see it anymore, or even their organic channels, if you’re not talking about even those, those points in there, you know. And we also like, even, like, make sure clients know of like, even, like, public relations teams and whatnot. Like, you know, is it in your boiler plates anymore? Is there ways that we could integrate it in some of your content marketing, or your or the articles that you’re putting out there, or the thought leadership, you know, articles that your, leadership team is putting out there. So really, is taking those, like the key components, and what you have those down, and what you want your elevator pitch to be known for, and making sure every channel, especially sales teams too, like they’re the ones that are on the ground, they’re the ones that are, you know, talking to them when they’re in consideration, almost out of consideration. Are they saying the same points that we are trying to say up front and as your leadership, you know, team also, if they’re doing speaking points, having those one on one conversations, you know, are they also bringing down those team messages so everyone can get, you know, the same type of elevator pitch when they’re when they see it. Christian Klepp  07:36 Absolutely, absolutely, it’s, it’s amazing to me that, like, You know, you see this across the board, how the messaging tends to be inconsistent across the different channels. I don’t know where that that somehow got lost in translation, that like, okay, for each channel the message should be, should be different and, and that’s, you know, like, to your point, like, nothing could be further from the truth. Andrea Ness  08:00 Yeah, and it’s yeah, and sometimes it’s, you know, sometimes there are going to be other messages, like, you know, take organic social, for instance. It’s doing multiple jobs. It’s not just selling. It is, you know, bringing the culture component. It’s probably also talking to it, you know, possible future employees. And so it is doing, like, other themes in general. But if there is a sales point when, you know, and what we’ve learned is that when people hit consideration stages, they’re not ready to fill out a form right yet. They’re not ready to even call you on the phone, but they will connect with your socials to see, you know, like, so like, just as like, more reminders, but so if you’re not also seeing some of those marketing messages in there as well, you know, like, you’re gonna, you know, you’re going to lose them, and they’re just going to have that connection. And we always like to say is, like, when we put ads out in market again, very rarely are they going to resonate. The first thing they’re going to take that college, and especially for B2B, it’s different for retail, you know, the big sales, but for B2B, like, the expectation is they see your ad resonate. It might be something, oh, when I’m out of work, maybe I’ll go, you know, look into this. But you know, is that message really, really saying what you wanted to say and when they want to organically come back and find you later, wherever they go to to find is that going to be connecting, or is it going to be a completely different scenario where they can’t even get to where you want them to go to? You know, the follow the journey? Christian Klepp  09:19 No, absolutely. Thanks for sharing that. I did have two follow up questions for you based on everything that you’ve said in the past couple of minutes. So the first one is like, I mean, I’ve been, I’ve been marketing for a little bit, like, especially B2B marketing, and I’m sure it’s the same with you, but marketing has become so much more complex than when we started out, like, just from your perspective and your experience, especially in the paid media landscape, like, how has technology impacted the way that teams go about dealing with paid media? Maybe talk about the advantages and also how it’s been a little bit detrimental to them as well? Andrea Ness  10:02 Yeah, I would, I would say that just the many different options and how audiences are so different, and how like, from where we I learned how to, you know, how to connect with people is completely different from how, like, the New Age is connecting where, you know, they are really like, you know, like a lot of people like, they less phone calls, you know, less email addresses they have. They really, really learn from technology. They really learn from video like, video learning is a really key adapter to that, you know, also reaching out, even through like, you know, like DM’s (Direct Messages) of social media, those quick interactions where they’re not ready. You know, when, like, we’re like, on the B2B side. We’re always used to, like, lead forms, going to the website, doing that. And sometimes they just don’t want to leave the environments that they’re in. And if you’re not allowing them to learn from the environments that they’re in, too, as well, you know, then, then we’re going to be losing out. And a lot of times, too, when they’re ready for they want to know a quick answer, you know, with, like, with chatGPT, with everything else, they can get those answers fast. So if you’re not there and present and responding in an efficient manner, like, then you’re going to lose them, because there’s going to be another competitor that does have, like, the, you know, the the chat on their website, that they think they can get a quick answer, where they don’t feel comfortable calling on a phone and knowing when you call on the phone, you’re going to have to be a waiting period to talk to someone, and you might not get a human so it’s just everyone has, like, their own ways of connecting, you know, and to get information and to make sure that you are available in those information cycles, rather than just, like, let’s just take them to a form, and then maybe a day later, we’ll have someone follow up with them. So you just want to make sure that you’re present in the moments where they’re ready to make those choices. Christian Klepp  11:44 You know, it’s funny that you mentioned that, because I had this experience yesterday when I was trying to call a client, and then I heard this voice after it rang like, three times, and I thought, okay, it’s going to be the client. And so I started talking, and then I realized, like, oh, this person is not available at the moment, if you leave your name and tell me what this call is about, I can see if this person’s available. I’m like, Oh, okay. AI (Artificial Intelligence), right. So I’d have to, I had to tell, I have to tell the AI, okay, this is my name and this is the reason why I’m calling. And it says, It pauses for two seconds and says, Thank you. I will try to connect you. And then there’s this little like medley playing in the background, and then says, person is not available, please leave a message. I’m like, wow, that was a lot of like, hoops to jump through. Right? Like, Andrea Ness  12:30 yes, exactly. Christian Klepp  12:31 But to your point, right, to your point, it’s a lot of, it’s a lot of like, waiting and, you know, Andrea Ness  12:37 and I would say too, like, even, like, you know, from moving to, you know, making a phone call, knowing that you’re going to get, you know, a customer service level, but then to get a real answer, you might have to ask for a manager and go up to that level. Back in the day, you know, I would, I would tell people, you know, because I have really, you know, experience on the social media side. I’m like, you know, what? If you go straight to the social media inboxes, you’re going to get a quicker, faster response from a different limb, because that’s managed by PR teams and communications channels, and they have to be really, really but what they can respond to like is, you know, going to be at that already a tier two or tier three level. So it really is. Everything’s changing all the time, and you just want to make sure that you know when they’re ready when they ask your question. If you’re not there to answer that question, then someone else is going to answer that question for you. Christian Klepp  13:24 Yeah, yeah, that’s absolutely right. All right. So that was my first question. The second question, which you kind of already brought up, but because teams are dealing with this all the time, and I love that you brought it up, how do you deal with pushback? And when I mean, when I say push back, it’s like, how do you deal with senior management and B2B organizations, of which there are many that are going to look at your media campaign and your outreach campaign and say, Okay, well, Andrea, that’s all nice and good. But like, you know, how do we get to revenue quickly? What’s the ROI on this? Like, we need leads. We don’t need them. We, you know, we don’t need engagement. We don’t need engagement and sharing. We need leads. Like, you know, how do you deal with that kind of pushback, and how do you get them to understand that this takes time. Andrea Ness  14:12 It is, yeah, it really is an educational moment, because our clients are experts at their fields in what they do, you know? And so we really do also want to come in as coming in as a partner, that we also want to showcase our marketing expertise. And like you, do this really well. And while you do you know your job really well. Let us go in and also give you some information agitation of why, why if we go straight to, straight to the call to action, why that you know, is going to be less resonant than if we come in and say, You know what, let’s talk we know they’re going to they start here in the research phase building awareness, and now it’s time to build trust and consideration and answering you know exactly when they’re when they’re in that consideration phase. What are the key points that you need to tell them there, and why you need to message them differently, and why sometimes it’s. Not good to go straight to the call to action, because when they see that, then they’re going to be more likely to be like, you’re bombarding me. I’m not ready for the sales thing. I just want information. So it’s just like, how do we stay safe, top of mind, and especially in that consideration cycle, which is the longest cycle, it really is building trust. So like, how do you also offer information that’s what’s in there for them, not what’s in it for our clients to be like, You know what? You really care about me, and you’re not you’re not like, begging for me to contact you right away, but you’re giving me something, information that’s very like, that I need in the moment, that’s helping with with my job, that’s helping me with doing this stuff. So then when I do need you, you know, maybe like in that cycle period, I’m going to think of you first, because you were there, providing that information and showcasing the expertise, and I saw you at that event, you know. And just like you’re you’re building up those points to build that trust. So when they are ready to receive you in their moment, you know that you’re be one of the ones that they call so it really is trying to really think of that journey, and every journey is different per client, but to really look at, like, here’s the communications channels that are happening, both paid, but also, you know, like, you know, like, on the ground and, you know, organic and everything else. And like, how do we also make sure that we’re moving them along in a way, that they’re ready for it. Christian Klepp  16:24 Yeah, yeah, you’ve laid that out beautifully. That tells me that you’ve dealt with this situation many times before. Andrea Ness  16:29 We do it all the time. And you know, we really want to be stewards of our clients money, so we know, like, you’re going to give us the same amount of money to go into market here, or maybe getting the house in order, getting our messaging like, maybe, how do we resonate? How do we give them information? That’s what’s in it for them. And then we go into market and spend the same amount of money that we would be right away, and the results are just even better, because we’re talking to people that are not just early, but they’re already thinking about you because we made them think about you. Christian Klepp  17:01 Yeah, absolutely. I’ll move us along to the next question about key pitfalls that marketing teams should avoid, and what should they be doing instead? Andrea Ness  17:09 Okay, so there’s going to be, like, a few of them. One of the ones is, sort of, you know, what we what we just mentioned this too, is, like, the going into doing a marketing campaign without that strategic position that you have before you get started. So, you know, wanting to make sure that you have clear market positioning, you have really good messaging frame rooms, frameworks that you know that this is how you should be talking about them here. And sometimes it’s going to be messaging, you know, differently based on different audiences for a whole unique, you know, types of instances, but you’re not just focusing on, Oh, these are these ads. Are really pretty let’s get them out there. But do they resonate? Do they connect? You know, like, are they going to make people stop and look and listen, you know, rather than just pass by because they’re seeing 1000s of other ads as well. So, like, really thinking about that. Another thing is, what we know we talked about before is this, like the over reliance on paid media. You know, we’re treating ads as the primary growth lever, and then that is our answer, no matter what we have, you know, like, what, what the house looks like, what the you know, what the levers that we have are in place, but just so instead what we want to use it as just to amplify the really strong messaging that we all believe in, and we know it’s going to work, and we know we see it, you know, tested and working, and then to be able to get that out there, and then also just, you know, the pitfall number three would be, like, more like measuring only on short term metrics. So, like, we’re only focused on the leads, you know, like, that is our answer, and that’s only what we care about. We’re reporting on where there is so much that gets them through each of those ones. Like, how much engagement, how much audience growth did we have throughout? Where are they at in the funnel, where they were, you know, during the baseline, you know, match it served we saw them, you know. So just really looking at, like, the different ways that we know that they’re in the funnel, they’re listening, they’re understanding, Christian Klepp  19:03 Yeah, no, absolutely, yeah. There we go, man. Like, you know, we’re only focusing on leads. That’s all, that’s all I want to hear. That’s all I want to hear. Andrea Ness  19:11 We know, we know our clients have a bottom line and, you know, and it’s like their jobs on the line, and this is what their focus is on, doing it too. But if we don’t have that upfront cycle, moving that journey, knowing, especially if we know their cycle of, like, 18 months, you know, to get them to the leads, we should be talking, you know, to them a year, you know, to get them through. And then just really focus on, Christian Klepp  19:35 Well, it’s a process too, isn’t it? And I think you brought this up earlier in the conversation, that especially in B2B, we’re looking at a buying committee of anywhere between six to 10 people. This isn’t somebody that makes a decision on impulse, like, you go into a supermarket and oh gosh, like, look at that deal. Let me pull up my credit card. And people on B2B just don’t make decisions that way, right? In fact, I’m. In fact, I think to your earlier point, they do a lot of their own research. They probably talk to industry peers. They look online to see like, what other people are saying, what, or even like what they’re going to find if they do a Google search, or, these days, an AI search, right? And they’re not going to like immediately say, Well, let me get a hold of one of your sales people, and let’s jump on a call. I mean, that’s probably the last thing that they want to do. Andrea Ness  20:25 Yeah, yeah, if they have all those other areas where they can research and how other people are communicating them as well. So yeah, sales people right now are, like, one of the last ones. But we and we know there’s that, like, if they get to a meeting, they’re more likely to diverse if they get to, you know, once they get there, but you got to make sure that they get there. And that’s like, the hardest part is to get them in the room and to talk to them, because we know the sales people are great at what they do a lot of times, you know, like even talking to clients too. Like they forget to even, like to have conversations with their sales people, because they just want over here. But I’m like, sometimes your sales people are like, they know the frequently asked questions. They know what people are dealing with to get to sell. And then if you could take what you’re learning from there, you know, and the questions that they’re asking in other channels that, like, could be part of your messaging and how you answer that you know. And now maybe you need a frequently asked question thing on your website when you know they can get those answers quickly rather than making a phone call because they’re not ready to so Christian Klepp  21:23 That’s it. That’s an FAQ (Frequently Asked Question) page or an FAQ section, right? Or perhaps even multiple FAQ sections, right, depending on how how diverse the portfolio is. Andrea Ness  21:34 Correct. Christian Klepp  21:35 Okay, you talked about this earlier, but I, you know, I’ve, we’ve got to go back to it and unpack it a little bit, because, again, the hint is in the name, like, the foundation is key, right? The foundation is very important. So talk to us about how strong foundational messaging improves performance across every channel. And I think a lot of people underestimate how important that is, Andrea Ness  21:59 yeah, and it really is because, you know, like, you’re probably not a siloed company that does the only thing that and no other people do it. So it really is, not only are your competitors out there and then you’re also, like, having to fight the 1000s of other brands that are talking to the same audiences for different reasons, but really, what, what does make you need you know, like, what you know like, and it’s, it’s a good exercise to do it. But like, based on you know, you and your competitor, what? Why do they sway towards you? Like, how? And then, what are those key messages that you really, really want to put out there that, like, so, so they, so they already know that. But like, really learning, like, what are your needs? What are your key messages for the time? And that can change. So like, based on specific focus parts that you really like your industry really wants a focus part focus on. But like, even if you’re looking at and saying, You know what, this department can really use more revenue right now. So let’s then take this quarter and focus on, like, these, these departments, and that’s going to be our key messages. But now we have to make sure everyone’s talking these teams mess the same ones and not ones that they were talking about six months ago. So it really is like, what are we trying to tell them? What makes us unique, how and now that we have our needs, how are you going to creatively say that in a way that’s going to resonate with people, that will make them stop and look and, you know, spend more time on your site, spend more time on the ad and just, you know, so just in those ways, like, what makes you different? But then also, how are you showing those differences in a creative way that’s trying to make it stand out? Christian Klepp  23:30 And I think that, in itself, is quite the exercise, isn’t it? I mean, like, you know, you could probably speak from experience, because a lot of companies like have this misconception about what their uniqueness actually is. And you know, where I’m going with this, right? Like, they start, they start either defaulting to features or our uniqueness is our people, you know, they start, like, throwing in, like, generic answers like that, right? When, when they actually, like, I won’t say, fail to see it from this perspective. But they, what they sometimes don’t understand is that the uniqueness lies in your ability, in your ability to solve the customer’s problems and challenges. Like, how you know, how are you uniquely equipped to deal with that. Christian Klepp  23:57 And with your audiences. Like, how different maybe your audiences are, and you have a few different groups of audiences, and then when you’re looking at them, you know that, like, maybe key message one and two really hits home here, but not really over here in this audience. So now we need to, like, shift our focus. And for these audiences, we need to really hone in on different ways. We just say this, you know, these key messages, Christian Klepp  23:58 Yep, for sure. Andrea, I hate to do this, but like this is, this is totally gonna sound like marketing one on one. But let’s, let’s clear the air on this, because I know there’s a lot of there’s probably some marketers out there that that are ashamed to admit they don’t know the difference. But just run it past us one more time. The difference between owned, earned and paid media, please. Andrea Ness  23:58 So I like to refer, yeah. So, you know, I back in my last agency, I was over like I was the activation that director, which was overseen, owned and paid, and previous experience and PR too. So what’s nice about me as media director for my agency is I do see that fuller picture, and we are the first. And even though everyone’s just like, why aren’t you taking. Why aren’t you taking clients money, when I’m like, No, if we own media, is like the foundational house. So think of all your communication channels that that you build, so like your website, organic channels would be, you know, also, you know, helping with owned all your communication materials, your sales materials, everything like that, where you’re just like those, those communication materials that are going out in the world and that they’re seeing, that the client owns and and can update and then earn media is like if you work with a communications team internally, or if you work with a PR team, but really trying to get those messages out there. Earn is sort of not free, but, you know, you ask that you pay PR people, but it’s a when you’re you’re really trying to do like press events, or your put press releases out there in hopes that the TV channels and the newspapers and whatnot will pick up your story. You don’t have a full you can’t tell them exactly what to put in the query, but they might pull quotes from your spokesperson. And so you’re going to try to get out in the news media and doing it that way. So it’s sort of like if you have big events, if you have, like, big mergers and acquisitions, you know you want to work with, like getting those out and getting the paid media. Because what people look, the consumers look and you know, and you know, like B2B audiences too. They read the news. They trust the news. And if it comes from there is, you know, like you feel like you’re, you know, like they’re like, Okay, not only do I have trust in this company, but do. I’m breeding to from news outlets that I trust are also validating. And then paid is where, where we come in, where it’s just like, how do we like, make sure we are targeting your audiences and putting it to the right people in paid spaces. Some of our paid media doesn’t look like paid media, so we have a big thing with content marketing, you know, where we are writing articles, we are writing, you know, interviews, and you are showing up on TV and in in those third party areas where what I like about content marketing is, we get to write the full story so you have and it looks and feels like it’s part of the the publishing company. It is approved by, you know, like USA Today, and, you know, those type of networks, but, but you did that full space where you get to write, write it. So, yeah. Christian Klepp  24:34 Yep, yep, that’s right, that’s right. Okay, so you know, in our previous conversation, you mentioned something along the lines of aligning paid campaigns with earned, owned and social media assets, reduces the friction customer journey and increases recall when audiences are ready to convert. I know that was a lot of marketing speak, but please, please elaborate on that.   Andrea Ness  25:01 And it just goes, it goes back to the point is, you know, even though we’re ready to go to a paid campaign, like, what we keep on, like, wanting to make sure that people usually don’t convert on the first ad exposure that they see. So you really, really do want to make sure that there are so many other ways that they can get to that information. Advertising helps. But, you know, like, like, if you look at you know what your journey is, and really, it’s a great exercise, if you don’t have a customer journey, like, laid out on paper and really, and looking at that, not just for paid media channels, but also, you know, like, here’s what we’re doing, foundational, like, that owned media, you know, and then here’s what you know earned media is doing that, they’re really pushing out. And here’s their focus. But like, you know, people can see an ad, and again, they might not be ready to click on an ad for a variety of reasons, but they know, you know what, I’m gonna go Google them later and get back to it when I have time, or in that moment. Because, again, especially if they’re on platform, seeing an ad, you know, they a lot of they don’t want to just hop off to every click available, you know, to them. They want to stay on the platform. So, you know. So they see an ad, they might Google, you know, the company later, you know. And then organically, they’re going to probably get to your homepage. But if the homepage doesn’t have anything to do with what you just told them, you know, then we’re going to lose them, you know. So they’re going to visit website. Then they might go on LinkedIn, and they might read a thought leadership article from, you know, one of the executives. But if they’re also not talking about that, you know, we’re losing them. But if we are, we know if that’s one of our key message points, and that’s a focus of what that thought leadership piece is, because we know we’re going to be including these key messages. Then it resonates, and then it brings them back over to the website. To be like, oh, you know what? I saw that ad, and now I see, you know, the President talking about this. And it does meet, sensing it from a person point of view, you know, so reading thought leadership, they’re checking LinkedIn even, you know, we always have people review their organic channels, like, even, like, is it something that we should be changing your cover photos on that resonates, you know? Is it something where you already have your organic strategy, but we’re having this marketing campaign over here? Can we make sure we integrate, you know, a couple posts a week, also to include, you know, some of the marketing messages to make sure that we’re hitting this audience as well, you know? And then you’re talking to peers. So if you have their sales people on the ground, if you have your executive leadership team visiting things, are they also, like, told, like, you know, here’s some key points that make sure that you’re you’re also including in your conversations, you know, just so like, at the end of the day that they’re like, Okay, you know, if someone says they elevator pitch for your for your company, like it, it’s more resonate if, if you know that they’re hearing it from different angles, it becomes, it becomes your, your pitch. Christian Klepp  30:50 Fantastic. Thanks for clearing the air on that one. Like, because, because, again, you know, these are, these are some terms that I’ve seen people just throw around loosely. And I’m like, I always keep asking myself, like, do you guys actually even know what the difference is, right? And it’s important, Andrea Ness  31:06 Yeah, and a lot of people don’t think to, because, again, they might be different departments of the client, but they might not think to bring people in the room. But if we’re going in a campaign, and it’s best to have, like, everything work together, to even know from from a marketing side of you, what the PR strategy is, because what? What, what we if we know you’re having a big PR event, why not let that, let that sort and then we will start marketing right after, like, building on that momentum and making sure we’re assisting and aligning with that. Christian Klepp  31:33 Yeah, no, that’s it. That’s it. All right, buckle up, because this, this question, is going to be pretty meat. This one’s pretty meaty. All right, so let’s talk about you’ve brought it up already, but like you know something that B2B marketing teams should focus on, such as long lasting assets. And when I say long lasting assets, we’re talking about websites like you said earlier, executive visibility and thought leadership. So two questions here. So why do you think these often outperform short term paid campaigns? And how can marketers leverage these assets to maximize paid media ROI? Andrea Ness  32:11 Yes, so paid media is, you know, we’re not always in market, you know. So, like, you know, we’re either on or we’re off. But what, what’s nice about those, those other assets are that they they can live on. So if you’re looking at SEO, for instance, if you have, you know, long form videos and testimonials available, available on your website, you know those type of things are going to be so much more like, not more important, but like, really important, where then like, what we like to do too, especially if you have, like, your content marketing strategy, or if we see videos that are really, really performing well organically, or, like, how, how can then we repurpose that for ads like, you know, like clips of the testimonial that that we see, but really is you want stuff to live longer, you know? And what one of the things we like to do with content marketing strategies, where we might pay and work with a Direct Publisher like USA today to have that article in, but what’s best is also to repurpose that article and make it live on your website as well, because it will keep on also driving traffic to your website. The SEO is, you know, great, you’re putting your key points in, but USA might, you know, eventually take that off your page where it doesn’t live there anymore, but you just want to make sure that these things live here, and it drives, you know, to those type of assets. So anything that you can think about search, you know, like anything with YouTube and video showing up, it will always show up on Google searches, you know, and everything like that that will be able to live on. Christian Klepp  33:38 It sounds almost like you’re saying, like, try to get more juice out of the squeeze, right? Andrea Ness  33:42 Yeah, yeah. We learned too, yep. So we go, if you have, like, like, let’s say clients have blog pages, you know, one of the first things that we like to look at too, is what blogs are resonating and hitting home. And like, you know, you’ll see, like, there’s some that are just high up there. And then what you want to do is be like, Why is this resonating? Does this focus on the key message we need to it to, what can we then? How can we repurpose that into different assets? So we would take content marketing articles or blogs that we see that are really like, good and we like, you know, what we got to do a video of this, we have to go in and do like, you know, like, take these points and put them in snippets and do an ad campaign based on those. Christian Klepp  34:19 Yeah, yeah, no, absolutely, absolutely, oh boy. We’re, we’re, we’re approaching the love it or hate it territory. And you know what I’m talking about, right? Andrea Ness  34:30 Yeah. Christian Klepp  34:30 Metrics, metrics, metrics, metrics, and we can go down a really, really deep rabbit hole with this one, but let’s keep it like top level, right? But based on everything that we’ve been talking about right in this conversation. What are some of the key metrics that you would say B2B marketing teams, you guys should be paying attention to these. Andrea Ness  34:48 Yes, anything where we can integrate within a CMS (Content Management System) and not just looked at the end goal, but what we’re doing is like, like, what are the metrics of their life, of awareness? You know? What are those? Metrics, and people might just think of impressions, you know, but there’s also many different ways too. It’s just like, if you do a survey, like a baseline survey, prior to going into market and getting the lay of the land, and seeing how people feel about your brand, seeing people of what they know about, like, what you need them to know about, and then you go into market. And then after, like, with an eight to 12 months later, you go and then you re test that same survey, and you see how you move the needle. So then it turns just from measuring impressions, you know, for an awareness, but like, you’re really like, not only do we, you know, we hit them, but they’re also listening and understanding. And here’s the data that proves that. So things like that time on site, knowing that, that they’re reading, that they’re really looking into it, they’re not just a click, you know, and you got the website click Content downloads if they’re really looking at those things that are like, what’s in it for them, not what’s in it for us. And then return visitors, are they coming back? You know? Like, because usually, like, if it’s they’re in consideration phases, they’re not going to make the choice right off the date, but if they return. And then other things that we’re looking for in that is like, like Brand Lift, ad lift is that, if we are making a difference where, like, doing like lift studies, where you put you, you serve the content, and then you see, like, if for people who didn’t see this content, like, are they resonating less or more? And so then you’re really knowing that they’re really the people that are seeing your content, are actually paying attention and listening. So therefore we’re moving so definitely different from just like CTR (Click-Through Rate) and leads, and that felt like, like in every stage, like, what makes them trust you more? What makes them consider you more? How are they like going deeper in those funnels? Christian Klepp  36:48 And it’s very interesting that you didn’t say lead conversion, right? And it’s great how you laid that all out and explained it that look back to what you were saying at the beginning of this conversation, that it’s not just about the lead conversion, especially in such a complex ecosystem, you need to talk about building that trust, getting them a little bit closer to well, understanding what it is you do, and making them ultimately choose you over who else is out there in the market, right? So it’s a there’s, um, there’s so many, like nuances, but also complexities involved in that process. Yeah. Andrea Ness  37:25 And we know that when we hit them with those, when we are ready to hit them with those, now it’s time to take a Nash. And we know if they did those other steps first, that conversion rate is much higher than if we try to just make them convert the first time around, Christian Klepp  37:40 absolutely, absolutely, all right. Andrea, get up on your soapbox for this next one. What is a status quo in your area of expertise that you passionately disagree with and why? Andrea Ness  37:56 I would say the biggest misconception I see is treating paid media as a primary growth engine, rather than the amplifier. I think it goes back to that. I think right when they say, Okay, we got a budget for paid media, let’s go or don’t, see results, you know, rather than looking at it as just like, we know exactly what like we need to say. We just want to we want an outreach to say it. And because once they hear this, and once they know this, and once they trust us, like it’s doing. So like, really looking at that, like paint media is not the solver and the creator of that, but it’s just amplifying that. Christian Klepp  38:30 So, yeah, it’s a component. It’s important, but it’s a component. It’s one component in the overall, in the overall ecosystem, and it’s one piece of the puzzle. I mean, like, you know, throw in whatever metaphors you want, right? Absolutely. Andrea Ness  38:46 Yeah, one of the things you just say, it’s just like paid media, it just, it doesn’t, it’s not going to fix a wheat strategy. It just exposes it faster. You know, it really is, you know, if you don’t have that ready to go, then we’re just promoting that. You don’t have it to everywhere else. Christian Klepp  39:02 Yeah, and that’s putting it bluntly, right? Yeah, it’s, it’s almost like building a house, and you have a, you know, you have a weak foundation, and then you start, like, coming up with these, you know, putting on, on these fancy roof tiles. And then you have all this expensive, like looking like, like window frames and then just all collapses, right? Fantastic. Andrea, thank you so much for coming on. This is such a this was such a great conversation. And thanks for sharing your experience and expertise with the listeners. Quick introduction to yourself and how folks out there can get in touch with you. Andrea Ness  39:40 Yes, Andrea Ness, I am the Media Director over at DDM Marketing and Communications, been doing agency life for a little over 25 years. What’s the best part that I feel like I’m strong in is because I pretty much like touched every every department of the agency. So you know, from the creative side. To the account side, you know, over to the, you know, public relations and whatnot. So I really do get that full funnel approach. So, you know, it is a little bit different than other like, maybe media directors out there. We’re just like, we will take your money, let us, like, go and show you some conversions. But it really is like, we want to make sure that we are stewards of of your dollars, and we want to make sure that what we put out there is going to be successful. So, you know, so really focusing on that overall integrated strategy, DDM offers all the components that, you know, one of the reasons why I strongly wanted to work with DDM for for quite a while, is because we are a big team. We have all the departments, and we are able to just, you know, be able to shoot the ideas out there. But when we’re in, when media is in the room too, we are. We would be the first one to be like, You know what? Let’s focus on building that house first, and then come to us in a little bit when you guys had it ready. And then we’ll, we’ll push media. So, yeah, Christian Klepp  40:51 absolutely, absolutely, a true renaissance woman in every, every regard. But once again. Andrea, thank you so much for coming on the show. Take care, stay safe and talk to you soon. Andrea Ness  41:03 All right. Thank you. Christian Klepp  41:04 Bye for now.

This week, Cathy McKnight, Chief Problem Solver at Seventh Bear, makes her monthly visit to the studio, and she and our host Ian Truscott explore whether, in 2025, the term CMS (Content Management System) is still relevant to CMOs with all the other acronyms and buzzwords around content operations today. Some talking points from this week: With the advances in page builder solutions to deliver multi-channel and multi-language websites, do organizations need enterprise solutions? What needs must enterprises have to justify an enterprise solution (like Adobe or Sitecore) versus a simpler solution? Do organizations handle workflow and orchestration within the CMS? Is Headless the natural successor to the content management principles of old? As usual, when Ian and Cathy get together, they dive into their inner content geeks, and as always, we welcome your feedback.  Enjoy! — The Links The people: Ian Truscott on LinkedIn and Bluesky Cathy McKnight on LinkedIn Mentioned this week: LinkedIn post by Gartner Analyst, Irina Guseva Cathy's firm - Seventh Bear Rockstar CMO: The Beat Newsletter that we send every Monday Rockstar CMO on the web and LinkedIn Previous episodes and all the show notes: Rockstar CMO FM. Track List: We'll be right back by Stienski & Mass Media on YouTube You can listen to this on all good podcast platforms, like Apple, Amazon, and Spotify. Learn more about your ad choices. Visit megaphone.fm/adchoices

For years I'd been seeing discussions of “SEO” all over my websites. Every company seemed to want to help me improve this SEO business so I eventually looked it up to try and understand it. In case you don't have six websites the way I do, (I am a maniac. They're here, here, here, here, here and right here) or maybe you've never encountered SEO before or maybe SEO stands for “Sexy Elephant Opera” for you – allow me to explain. In this case SEO is an acronym for Search Engine Optimization. It is what you're supposed to do to make yourself easy to find on the web. People who are concerned about discoverability and visibility on the internet tend to care a lot about SEO. I am, as someone who makes many things in this digital space, very interested in making myself discoverable so I looked into it. Most of the companies that make CMS (Content Management System) templates give their users tools to optimize their searchability. To support this podcast: Give it 5 stars in Apple Podcasts. Write a nice review! Rate it wherever you listen or via: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://ratethispodcast.com/strugglingartist⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Join my mailing list: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠www.emilyrainbowdavis.com/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Like the blog/show on Facebook: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.facebook.com/SongsfortheStrugglingArtist/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Support me on Patreon: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠www.patreon.com/emilyrdavis⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Or help me pay off my tickets to and from Crete on Kofi: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠http://ko-fi.com/emilyrainbowdavis⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ or PayPal me: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.paypal.me/strugglingartist⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Join my Substack: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://emilyrainbowdavis.substack.com/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Follow me on Twitter ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠@erainbowd⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Me on Mastodon - @erainbowd@podvibes.co Me on Hive - @erainbowd ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Instagram⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ and ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Pinterest⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Tell a friend! Listen to The Dragoning ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠here⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ (it's my audio drama) and support via Ko-fi here: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://ko-fi.com/messengertheatrecompany⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ As ever, I am yours, Emily Rainbow Davis

Episode 192 contains the Digital Marketing News and Updates from the week of Dec 18-22, 2023.1. Site Structure Strategy - Understanding the basics of SEO (Search Engine Optimization) can significantly enhance your online presence. Gary Illyes from Google has recently shed light on the importance of using a hierarchical site structure for SEO, a strategy crucial for making your website more accessible and understandable to both users and search engines.Illyes explains two types of site structures: hierarchical and flat. A flat site structure links every page directly from the home page, making each page just one click away. This approach was popular when sites relied heavily on web directories and reciprocal linking. However, as Google reduced the influence of PageRank as a ranking factor, the flat structure became less relevant.In contrast, a hierarchical site structure organizes content from general to specific. The home page covers the most general topic, with links to categories, subcategories, and individual pages that delve into more specific topics. This structure not only makes it easier for users to navigate your site but also helps search engines understand and categorize your content effectively.A hierarchical structure offers several advantages: Improved User Experience: It makes it easier for visitors to find what they're looking for, enhancing their overall experience on your site. Better SEO: By clearly categorizing your content, search engines can more easily index and rank your pages. Flexibility: It allows you to create distinct sections on your site, like a news section, which can be crawled and indexed differently by search engines. The choice between a hierarchical and a flat structure depends on your site's size and complexity. For larger sites with diverse content, a hierarchical structure is more beneficial. It allows for better organization and easier management of different content sections. He explained, "hierarchical structure will allow you to do funky stuff on just one section and will also allow search engines to potentially treat different sections differently. Especially when it comes to crawling. For example, having news section for newsy content and archives for old content would allow search engines to crawl news faster than the other directory. If you put everything in one directory that's not really possible."For small business owners, adopting a hierarchical site structure, as suggested by Gary Illyes from Google, can significantly improve your website's SEO performance. It's not just about organizing content; it's about making your site more accessible and relevant to both your audience and search engines. By implementing this structure, you can enhance user experience, improve search rankings, and ultimately drive more traffic to your site.2. Decoding the Dec 21 Spam Attack: Key Lessons to Elevate Your SEO Strategy! - On December 21, 2023, Google's search results were overwhelmed by a massive spam attack. This event highlights the vulnerability of search engines to spam tactics and the potential impact on businesses relying on online visibility.The attack involved numerous domains ranking for hundreds of thousands of keywords, indicating a large-scale operation. The spam was first noticed when almost all top search results for specific queries, like "Craigslist used auto parts," turned out to be spam, except for a few legitimate listings.The spam sites exploited three main opportunities within Google's ranking system: Local Search Algorithm: This algorithm is more permissive, allowing local businesses to rank without many links. Spammers used this to their advantage, targeting local search queries. Longtail Keywords: These are low-volume, specific phrases. Due to their low competition, it's easier for spammers to rank in these areas. New Domain Advantage: Google gives new sites a short period of 'benefit of the doubt' to rank in search results. Many spam domains were newly registered, exploiting this window. The effectiveness of this technique lies in the different algorithms Google uses for local and non-local searches. Local search algorithms are more lenient, allowing these spam sites to rank with minimal effort. he December 21, 2023, spam attack on Google's search results offers valuable insights for business owners looking to enhance their SEO strategies. This incident, where numerous domains ranked for an unusually high number of keywords, sheds light on the vulnerabilities and opportunities within Google's ranking system.Key Learnings from the Spam Attack Exploiting Low-Competition Areas: The spam attack targeted low-competition keywords, particularly in local search and longtail queries. For legitimate businesses, this highlights the potential of focusing on niche, specific keywords where competition is lower, increasing the chances of ranking higher. Understanding Google's Algorithms: The spammers took advantage of the local search algorithm's leniency and the initial ranking boost given to new domains. This underscores the importance of understanding how different SEO factors work, including the impact of new content and the specific requirements of local SEO. The Power of Longtail Keywords: The attack successfully utilized longtail keywords, which are specific and often less targeted by major competitors. For businesses, incorporating longtail keywords into their SEO strategy can capture niche markets and attract highly targeted traffic. Applying These Insights to Your SEO Strategy Focus on Local SEO: If you're a local business, optimize for local search queries. Ensure your business is listed accurately on Google My Business, and use local keywords in your website's content. Leverage Long Tail Keywords: Conduct thorough keyword research to identify longtail keywords relevant to your business. These keywords can drive targeted traffic and are generally easier to rank for. Monitor New Trends and Updates: Stay informed about the latest SEO trends and Google algorithm updates. Understanding these changes can help you adapt your strategies effectively. Diversify Your Online Presence: Don't rely solely on organic search rankings. Utilize social media, email marketing, and other channels to build a robust online presence. 3. Is Your Company Blog Google News Worthy? - Google's John Mueller addressed a crucial question: Can company blogs be eligible for Google News? This is particularly relevant for small business owners seeking to expand their reach and visibility online.Mueller clarified that while he works on search, which is somewhat separate from Google News, there's nothing in Google News content policies specifically excluding company blogs. This opens up an opportunity for business blogs to be featured, provided they meet certain criteria.To be considered for Google News, your blog content must adhere to specific guidelines. These include: Clear Dates and Bylines: Each article should have a visible publication date and author byline. Author, Publication, and Publisher Information: Details about the authors, the publication, and the company or network behind the content are essential. Contact Information: Providing contact details adds credibility and transparency to your content. While Google can automatically discover news content, being proactive can increase your chances. You can submit your blog URL for consideration through Google's Publisher Center. This step is crucial for small business owners looking to leverage their company blog for greater visibility.FYI: Google News does feature content from company blogs. For instance, GridinSoft company's blog and Adobe's company webpage have been shown in Google News. This demonstrates that while dedicated news sites are more common, company blogs that publish news are also considered.For small business owners, this information is a game-changer. It means that your company blog has the potential to be featured in Google News, provided it meets Google's content policies. This can lead to increased exposure, traffic, and potentially, a steady stream of advertising income. It's an opportunity to elevate your content strategy and expand your digital footprint in a meaningful way.4. Perfect SEO Isn't a Reality for Your Business - Google's John Mueller in his last SEO office hours of December 2023, where he stated, "no SEO is perfect." This insight is particularly relevant for business owners who may feel overwhelmed by the constantly evolving landscape of SEO.SEO is an ever-changing field, influenced by the continuous evolution of the internet, search engines, and user behavior. This fluidity means that what works today in SEO might not be as effective tomorrow. The technical elements like structured data and quality considerations are always in flux, making the idea of achieving 'perfect' SEO unattainable.Despite the impossibility of perfect SEO, Mueller emphasizes the importance of engaging in SEO practices. The goal isn't to achieve perfection but to adapt and evolve with the changes. SEO remains a crucial element in enhancing online visibility, driving traffic, and improving user engagement.Key Takeaways for Business Owners Adaptability is Key: Stay informed about the latest SEO trends and algorithm updates. Being adaptable in your SEO strategy is more valuable than striving for perfection. Focus on Quality and Relevance: Instead of chasing perfection, concentrate on creating high-quality, relevant content that resonates with your audience and adheres to SEO best practices. Continuous Learning and Improvement: SEO is a journey, not a destination. Regularly review and update your SEO strategies to align with current best practices and user preferences. Don't Be Discouraged: The complexity of SEO can be daunting, but don't let the pursuit of perfection discourage you. Even small, consistent efforts in SEO can yield significant benefits over time. For small business owners, understanding that 'no SEO is perfect' can be liberating. It shifts the focus from chasing an unattainable goal to developing a flexible, quality-focused approach that grows with your business and the digital landscape. Embracing this mindset allows you to navigate the complexities of SEO with more confidence and less stress, ultimately leading to a more robust and effective online presence.5. Does a Double Slash in URLs Affect Your SEO? - Google's Gary Illyes addressed a common query: does a double forward slash in a URL affect a website's SEO? Double forward slashes in URLs often result from coding issues in the CMS (Content Management System) or the .htaccess file. This can lead to the creation of duplicate webpages that differ only in their URL structure. Resolving this issue isn't as simple as rewriting the URL to remove the extra slash; the root cause must be identified and corrected.Gary Illyes clarified that from a technical SEO perspective, having double slashes in a URL is not problematic. According to RFC 3986, section 3, a forward slash is a standard separator in URLs and can appear multiple times, even consecutively. However, from a usability standpoint, double slashes are not ideal. They could potentially confuse users and some web crawlers.The usability of a website is crucial because it can affect user satisfaction and, indirectly, the site's popularity and visibility. If a site is difficult to navigate or understand, it may deter users and reduce the likelihood of being recommended or linked to by other sites. Similarly, anything that causes confusion for web crawlers can directly impact SEO. It's essential for a site to be easily crawlable and understandable.To avoid potential issues: Regularly check your website for double slashes and other URL anomalies. Consult with an htaccess expert or a developer to identify and fix the source of the problem. Use tools like Screaming Frog to pinpoint where the double forward slash issue starts, providing clues to the underlying technical issue. For small business owners, understanding and addressing these seemingly minor details can make a significant difference in SEO performance. While Google may be able to navigate through such issues, relying on this is not a best practice. Proactively managing your site's technical health ensures a better user experience and optimizes your site for search engines.6. DBAs Now Accepted for Advertiser Verification! - Google Ads has made a change to its Advertiser Verification Program and now accepts DBAs (Doing Business As) or trade names for verification. This development is particularly important for small business owners who often operate under trade names or DBAs.Previously, the Google Ads Advertiser Verification Program required advertisers to use their legal business names for verification. This posed a challenge for many businesses that operate under a DBA or a trade name different from their legal name. With this update, Google Ads acknowledges the common practice of using DBAs and adapts its verification process accordingly.Implications for Business Owners Broader Accessibility: This change makes the verification process more accessible to a wider range of businesses, especially small and medium-sized enterprises that commonly use DBAs. Brand Consistency: Businesses can now maintain brand consistency across their advertising and legal documentation. This is crucial for brand recognition and trust among consumers. Simplified Verification Process: The inclusion of DBAs simplifies the verification process for many businesses, reducing the administrative burden and potential confusion. To be verified under a DBA or trade name, the legal document submitted for verification must include both the legal name and the DBA/trade name. This ensures that Google can accurately associate the trade name with the legal entity behind it.7. Reservation Campaigns in YouTube Ads - YouTube/Google Ads has simplified the process of setting up reservation video campaigns, a type of advertising that offers fixed-rate impressions, ideal for brand awareness and product promotions.Reservation campaigns are a form of advertising where ad placements are purchased in advance at a fixed rate, typically on a cost-per-thousand impressions (CPM) basis. Unlike auction-based ads, where placements are bid on in real-time, reservation campaigns guarantee ad placement, making them ideal for high-impact advertising and ensuring visibility for crucial campaigns.Key Features of the New System Self-Service Options: Advertisers can now easily set up reservation video campaigns through Google Ads, streamlining the process of buying high-visibility ad placements like YouTube Select lineups and Masthead. Enhanced Targeting Options: The update includes advanced targeting capabilities, such as YouTube Select topic and interest-based targeting, along with demographic targeting, allowing advertisers to reach their desired audience more precisely. Access to Premier Content: Advertisers gain access to prominent placements like the YouTube Masthead and premier content via YouTube Select, ensuring a broader audience reach. Diverse Ad Formats: The system offers various ad formats, including non-skippable in-stream ads and bumper ads, catering to different campaign needs and audience preferences. Benefits for Business Owners Greater Control and Visibility: With fixed-rate impressions and guaranteed placements, reservation campaigns offer more control over ad impressions and higher visibility for your brand. Targeted Reach: The expanded targeting options enable businesses to tailor their campaigns more effectively, reaching the right audience with relevant content. Efficiency and Flexibility: The streamlined process saves time and effort, allowing businesses to focus more on the creative aspects and strategy of their campaigns. For small business owners, Google's update to reservation video campaigns on YouTube simplifies the process of creating impactful brand awareness and product promotion campaigns, leveraging YouTube's vast audience. Familiarizing yourself with this new system and aligning your campaigns with Google's policies will be key to maximizing your brand's exposure on one of the world's most popular video platforms.

Nella decima puntata della seconda stagione del nostro podcast "Digital Roadmaps for Ambitious Brands", Claudio Tonti, Head of Strategy, Products, R&D e Nicola Bonora, Digital e UX Strategy di Websolute, trattano di come scegliere il CMS più adatto. Nell'episodio gli host parlano dell'importanza dei sistemi CMS (Content Management System) nella pubblicazione online di contenuti, della connessione tra il contenuto di un progetto e la sua esecuzione e fruizione. La scelta di un CMS dipende dalle esigenze specifiche del progetto, dalla complessità dell'azienda, dal catalogo prodotti e dalle lingue. E' opportuno distinguere tra due obiettivi: Permettere a chi non sa maneggiare la tecnologia di realizzare un sito Gestire contenuti complessi in modo efficiente Nel dialogo a tre tra l'azienda, l'agenzia o chi realizza il sito e il mercato, lo strumento (il CMS) diventa essenziale per creare il legame tra design, comunicazione e sviluppo tecnologico, fornendo un oggetto digitale fruibile dal mercato. L'importanza di scegliere il giusto CMS è per evitare di utilizzare uno strumento con limiti, soprattutto in caso di progetti più complessi, come ad esempio un'azienda con un catalogo prodotti in più paesi e lingue. C'è molta confusione sulla scelta del CMS e per i progetti complessi, è necessario fare una scelta mirata e ben ponderata. In base alla complessità del progetto e dalle esigenze di personalizzazione, manutenzione e sicurezza la scelta può essere tra open source e closed source. Entrambe hanno pro e contro. Per i progetti semplici, l'open source può rappresentare una scelta vantaggiosa, in quanto garantisce una maggiore flessibilità e possibilità di personalizzazione. Tuttavia, per progetti più complessi, la scelta diventa meno significativa rispetto all'importanza dell'implementazione e della gestione del progetto stesso. Inoltre, l'uso di plugin e estensioni può aumentare la vulnerabilità del sito dal punto di vista della sicurezza e della manutenzione, e pertanto è importante scegliere con cura le estensioni da utilizzare. In conclusione la scelta tra open source e closed source può essere influenzata anche dal contesto in cui il sito verrà utilizzato. Se la puntata ti è piaciuta, lasciaci un commento oppure scrivici a podcast@websolute.it. Ti aspettiamo!

Website CMS im Vergleich ist eine spannende Folge für dich, wenn Du Deine Firmenhomepage überarbeiten lassen willst, oder selbst deine Unternehmenswebsite überarbeitest. Das richtige CMS - Content-Management-System - ist nämlich entscheidend dafür - ob du gut bei Google gefunden wirst. - wie einfach es ist, selbst Änderungen an der Website vorzunehmen - welche und wie viele Funktionen deine Website hat. Im CMS Vergleich stelle ich dir die großen Content Management Systeme WordPress, Typo3, Joomla und Drupal kurz vor und verrate dir auch meinen Favoriten.

¡Nuevo episodio de Marketers Club! Esta semana Pau Llambí habla con Albert Ramírez, senior web and app developer de Marketers Group, sobre cómo elegir el mejor gestor de contenidos o CMS (Content Management System) para crear y administrar la página web de tu empresa o negocio. Hoy en día tener una página web es imprescindible. Un punto clave para desarrollarla con éxito es la elección del CMS. Por eso, esta semana en Marketers Club queremos hablarte sobre las características de los CMS, la instalación de plugins, la seguridad del sistema y los pros y contras de los CMS más populares.

We know a solid website is important (easy to navigate, loads quickly, etc.) but how can you best optimize your digital presence to connect to those who need you in the new year? Marketing expert, Peter Cartier of STL Marketing Department, illuminates where you can start improving your practice marketing for maximum reach. Your Google profile, social media, SEO (Search Engine Optimization) and the right CMS (Content Management System ex. Squarespace) are just the beginning. People are searching for solutions, so learn how to join the digital conversations that your patients are having!  

Some of you may remember back when business owners and entrepreneurs had to go lockdown a developer just to make minor changes to their websites and content. That all changed with the introduction of WordPress, making the management of websites far simpler and easier. It was a total game-changer for everyone involved, especially small business owners! You have probably already heard about WordPress before, as it is the perfect blogging tool, but did you know that the more accurate term for it is CMS (Content Management System)? By using this platform, you have the potential to build a fully interactive website. WordPress is used all over the globe by millions of people as their preferred platform for web development. There are a variety of reasons that detail why it's so popular, but in this article, we're going to go over why WordPress is an ideal option for your small businesses. WordPress is a Free Open Source Platform Let's come out of the gate strong and tell you arguably the number one reason why this platform is so widely used and so powerful. It is free open source platform! Once you finish up the free download, all you need to do is install it on your website or a local sandbox environment with simplicity and then you're free to do whatever you want with it. Since WordPress has emerged, small business owners have been able to get great looking, professional websites at an affordable rate. It's Safe, Secure and Reliable You may be thinking that since it's free and open source, it may not be the safest or most reliable platform available on the market, but the truth is, it's practically the best. Because WordPress is a strong CMS and web development platform that has a constant flow of consistent ongoing work, it was designed to be as secure as possible. Some people are downright shocked to learn that regarding security provided, WordPress ranks at the top of the charts. How do they stay on top? By rolling out regular updates and security patches the platform stays up to date thus creating a safer website environment for users. If that's not enough, there are various ways of improving your website's security by implementing plugins or other basic precautions that are also available right on the platform. Read more hidden text Recent Website Designs by Herd Marketing It's incredible User Friendly WordPress was created to be a powerful tool that technically savvy people could use to achieve the precise results they want, while also providing a simple and smooth experience for average users. At its core, the platform is very powerful and allows for a great user experience. Overall the layout is very interactive and user-friendly regardless of your technical skill level, which allows users to effortlessly create web pages, menus, posts, and forms, plus more. You can manage media such as videos and pictures with zero hassle and little to no experience. Plugins Galore To add some more functionality to your website, you can take advantage of the thousands of available WordPress plugins. Many of them are free, but there are a few that come with a small cost. There are legitimately tens of thousands of pre-developed plugins stored in the WordPress plugin directory and if that's not enough for you, there are plenty more premium ones available from marketplaces such as Pippin's Plugins, CodeCanyon, ThemeIsle, and more. Plugins are typically very easy to use and even easier to install, plus they help to add layers of additional functionality to your website. SEO Optimised If you have a website and you're not using search engine optimization, you might as well have no website at all. For those who develop websites, or know their way around website development, they'll tell you how important it is to take the SEO perspective into mind when starting the website building process. Thankfully, this issue has been resolved with WordPress as websites developed on this platform are SE...

Rob shares the back story of why he chose WordPress to be the CMS (Content Management System) for all of the funeral home marketing websites and cremation arrangement websites that he and his team have created. He also gives a brief history of WordPress and how its features can help funeral homes create a powerful online marketing tool for their firms. Fact Check: Rob referred to the creator of WordPress, Matt Mullenweg as a billionaire but at the time of the recording, his net worth is estimated at $450 Million and he is from Houston, Texas, not Austin, Texas. See the complete transcript here: Rob Heppell: Welcome back to the Funeral X Podcast. I'm Robin Heppell and I'm joined with my Funeral Results Marketing business partner, Jake Johnson. Hey there, Jake. Jake Johnson: Hey Rob. Rob Heppell: Hey, that was a fun little walk down memory lane there about the beginnings of Funeral Results Marketing and where it kind of all started. A number of times we kept talking about WordPress and I think it's a good topic to just dive into a little bit more for folks who haven't heard of WordPress or what it is and how it can be used for funeral homes and cemeteries and cremation providers. Jake Johnson: Yep, I agree. I learned a lot, just things that I... There are things that we discussed that I had known in connection with our relationship and the things that you do, and then I learned a lot about the other things that filled in to make Funeral Results Marketing what it is. Yes, you're right. We talked about WordPress and I've got a little experience in WordPress but I'm pretty sure you've got a lot more. So I'd love to hear you dive into that more. I think it's a valuable topic for people here. Rob Heppell: Sure. Well, yes. Looking back at the last time we chatted, I had got into the funeral home websites early, like in '96 with McCalls. And then in the early 2000s, met up with Todd Abrams from Aldor Solutions in Texas. So I started to really get into how websites were getting developed and that tenure lasted to 2006. And then I took a bit of a break from website development and I reached out to a local marketer guy, his name's Tris Hussey. He was the one that introduced me to WordPress. I said that we had the three options, Joomla, Drupal and WordPress, and he nudged me towards WordPress, and thankfully he did. But it was more of the marketing platform compared to the other two content management systems. Rob Heppell: At that time, I realized that, hey, this is really search engine friendly and Google friendly right out of the box. I thought that it would be a great platform for funeral homes. But at that time, it was still just a blogging platform. It didn't look like a website. And right at that time, there was this little bit of movement of going from a blogging platform to a CMS, a content management system. And really there wasn't anything inside the software of WordPress. It was just how it was applied basically through the themes. I was working with a developer and he introduced me to a couple of theme developers, one guy named Cory Miller from iThemes and Brian Gardner from StudioPress and Genesis. Rob Heppell: These guys are quite well known in the theme development space. I was having conversations, direct conversations with them because I'd be kind of pushing the limits on them like, hey, can't we make it look like a website, can't we create a navigation bar, and working through these little things. So it was kind of neat to be working with these guys. They've gone on to create lots of high-performance WordPress themes, and we'll get into themes in a little bit. And as I mentioned before, my strategy is I don't want to have to learn it but I'd like to be able to connect the dots to funeral service. So if this is out there in the big world and other companies are using it, how does it apply to funeral service? Rob Heppell: What we did,

In dieser Folge geht es um Tipps für Anfänger, die gerne mit WordPress oder einem anderen CMS (Content Management System) durchstarten wollen. Mehr erfährst du hier: https://www.agentur-consulting.de/ ★☆★ ÜBER ALEXANDER HEEG: ★☆★ Alexander Heeg hilft selbständigen Dienstleistern im Webdesign, Social-Media & Marketing Bereich dabei, mit einem einfachen Online-Verkaufsprozess über die eigene Webseite mehr Anfragen, und somit mehr Kunden zu bekommen. Für seine Kunden setzt er Prozesse auf, die dafür sorgen, dass sich genau die richtigen Interessenten melden, bei denen ein Verkauf leicht ist & die Zusammenarbeit Spaß macht. Seine Mission ist es, selbständigen Dienstleistern dabei zu helfen, ihr Geschäft auf die nächste Entwicklungsstufe zu bringen, durch planbare Online-Akquise & Prozess-Automatisierung. Firmensitz in Berlin und bekannt aus "Die Welt", Startup Valley und dem rbb-Fernsehen Wenn du jemanden kennst, dem es helfen könnte, teile es.

Episode 76: I want to continue to make this podcast even better for all of you! So, going forward, in week’s where we don’t have a scheduled guest I’ll be answering questions from listeners or talking about topics near and dear to me. Today I’m answering a question from Doug, who wants to know which CMS (Content Management System) is best? If you would like to submit a question to be answered on an episode, please email jeff@besttechie.com. Jeff's Links: https://twitter.com/jeffweisbein https://twitter.com/besttechie https://www.besttechie.com Other Links mentioned: CMS: https://wordpress.org https://ghost.org https://squarespace.com https://wix.com Hosting: https://rocket.net/?ref=besttechie https://wpengine.com https://ongloat.com --- Support this podcast: https://anchor.fm/besttechie/support

WordPress is the most popular CMS (Content Management System) in the World, powering up to 1/3 of the whole Internet. There are over 75 million websites that use WordPress! That's why I'm incredibly excited to have Alex Kravchenko on todays show. He is going to TEACH YOU the basics to STOP your WordPress site from being hacked. Alex Kravchenko is not your “typical” coder. He is a Top-Rated software developer, speaks 4 languages, has a Master's degrees in banking and finance, owns his own company that employs over 10 people, and has extensive operational business experience OUTSIDE of computer science. Basically he is the perfect blend of understanding the technical complexities of site security, along with the non-technical operational challenges business owners face when hacked. Alex is also the creator of Wordpress Mission Control, a 24/7 remote monitoring system that regularly checks your website's vital signs like fatal errors, site access problems or malware contamination. Because WordPress is the world's most popular site builder, sites can be vulnerable to things like Malware, malicious plugins and weak logins. That gives hackers all the reasons to find less-secure sites and exploit them...a potentially costly mistake in both time and money. Tune in and listen to Alex's advice. If you've got a business or a life built on WordPress, he is going to show you the basics that EVERYONE should know about site security. Simple things you can do to make your site less vulnerable and help you sleep better at night! Want more of Alex? You can find him here: http://wpmissioncontrol.com/

Register for your FREE GroovePages and GrooveFunnel for LIFE - limited time offer, will be $99/month soon! http://BralynnNewby.com/groovedigital FREE account includes: - Unlimited custom domains - Website with unlimited hosting and bandwidth, - CMS (Content Management System), - Free Marketing training with Groove Academy - Funnel building platform to sell digital products, and - You will automatically get an affiliate account with your own unique links to share with people to earn 20% when they upgrade. If you upgrade, you'll earn 40%!!! You can even use THIS VIDEO to help spread the word. Just be sure to use YOUR unique registration links you'll be given. Upgrade for the CRAZY-GOOD deal! Right now just 3 payments of $497 and the entire suite is yours FOR LIFE - no additional monthly payments, with the exception of incremental charges for big emails lists. Even if you’re reading this months or years from now, the $299/month offer is still a terrific deal. Check it out for yourself! https://groovepages.groovesell.com/a/DFdejj4L8Aho TOPICS: - Free really means free - they don’t even ask for your credit card - All-in-one suite of software apps we currently have to buy piece by piece and cobble together - Jonathan has been internet marketing for 5 years - Paying $300/month for Clickfunnels - Ran a software company - Worked for Microsoft starting in 1988 - Founder of Groove Digital, Mike Filsaime is a software guy - Mike was 2nd person on the planet to do a $1M product launch - Pre-funding the launch - 80,000 members before it’s even out to the public - Futureproof way forward because of the new platform and software prowess - Free marketing training with Groove Academy *NOTE: Jonathan & I (Bralynn) are affiliates, so we do make a commission on sales, as discussed on the show...just like you will when you sign up!

Register for your FREE GroovePages and GrooveFunnel for LIFE - limited time offer, will be $99/month soon! http://BralynnNewby.com/groovedigitalFREE account includes:- Unlimited custom domains- Website with unlimited hosting and bandwidth, - CMS (Content Management System), - Free Marketing training with Groove Academy- Funnel building platform to sell digital products, and - You will automatically get an affiliate account with your own unique links to share with people to earn 20% when they upgrade. If you upgrade, you'll earn 40%!!! You can even use THIS VIDEO to help spread the word. Just be sure to use YOUR unique registration links you'll be given.Upgrade for the CRAZY-GOOD deal! Right now just 3 payments of $497 and the entire suite is yours FOR LIFE - no additional monthly payments, with the exception of incremental charges for big emails lists. Even if you’re reading this months or years from now, the $299/month offer is still a terrific deal. Check it out for yourself! https://groovepages.groovesell.com/a/DFdejj4L8AhoTOPICS:- Free really means free - they don’t even ask for your credit card- All-in-one suite of software apps we currently have to buy piece by piece and cobble together- Jonathan has been internet marketing for 5 years- Paying $300/month for Clickfunnels- Ran a software company- Worked for Microsoft starting in 1988- Founder of Groove Digital, Mike Filsaime is a software guy- Mike was 2nd person on the planet to do a $1M product launch- Pre-funding the launch- 80,000 members before it’s even out to the public- Futureproof way forward because of the new platform and software prowess- Free marketing training with Groove Academy*NOTE: Jonathan & I (Bralynn) are affiliates, so we do make a commission on sales, as discussed on the show...just like you will when you sign up!

If we had a dollar for every time an enrollment marketer has complained to us about their school's website, Enrollify would be a Fortune 500 company

Wenn Content King ist: Ist dann auch das CMS (Content Management System) wichtig? Ist es für den späteren SEO-Erfolg wichtig, welches CMS man am Anfang aussucht? In dieser Episode geht es daher um Themen wie „Frontend“ und „Backend“ – und darum, ob Wordpress wirklich so gut ist… Episode/Transcript/Shownotes: https://bloo.link/aas2 Themenvorschläge für Alles auf Start: https://bloo.link/scthemen

Definition and functions, Purpose and main principles, Structure and Components, Types, Pros and Cons of CMS. :)

Choosing the right CMS (Content Management System) is a pretty easy choice. Wordpress powers a majority of the internet. In this episode we talk about why Wordpress is right for your project, regardless of your website needs. Wordpress Resources Wordpress.com vs Wordpress.org (they are wildly different - hint** choose wordpress.org) Divi Resources (awesome education on the best framework available) --- This episode is sponsored by · Anchor: The easiest way to make a podcast. https://anchor.fm/app

Markus Heimbach, Team Lead of the Infrastructure and Service Team at Dynatrace, explains the continuous delivery process of www.dynatrace.com really works behind the scenes. 2 years ago the web site team used a traditional CMS (Content Management System) which was slow, error prone, and didn’t deliver the expected end user experience for visitors of our website. 2 years later Markus and his team built a fully automated “Content Delivery Pipeline”. The team decided to leverage Git, static generated web content, immutable infrastructure, and Dynatrace OneAgent monitoring. Production deployments happen twice a day but staging and development deployments – using the same deployment pipelines – happen much more frequently. The result is a very flexible delivery pipeline, fully version controlled content, a very secure and fast website and everything monitored with Dynatrace. Thanks Markus for letting us look behind the scene of www.dynatrace.com

Markus Heimbach, Team Lead of the Infrastructure and Service Team at Dynatrace, explains the continuous delivery process of www.dynatrace.com really works behind the scenes. 2 years ago the web site team used a traditional CMS (Content Management System) which was slow, error prone, and didn’t deliver the expected end user experience for visitors of our website. 2 years later Markus and his team built a fully automated “Content Delivery Pipeline”. The team decided to leverage Git, static generated web content, immutable infrastructure, and Dynatrace OneAgent monitoring. Production deployments happen twice a day but staging and development deployments – using the same deployment pipelines – happen much more frequently. The result is a very flexible delivery pipeline, fully version controlled content, a very secure and fast website and everything monitored with Dynatrace. Thanks Markus for letting us look behind the scene of www.dynatrace.com

Oggi parliamo di CMS (Content Management System) e quindi la possibilità di avere un sito web e gestirne autonomamente i contenuti. Joomla e Wordpress sono quelli più utilizzati ma Wordpress sembra avere preso il sopravvento, svisceriamone alcune caratteristiche.Continua a seguire tutti i miei podcast. Tratteremo insieme tantissime tematiche inerenti il Web marketing e l'ottimizzazione del tuo lavoro attraverso gli strumenti che offre la rete Web. Inizia un lungo percorso dove condividerò tutta la mia esperienza nel settore Web Marketing e Soluzione Web per il Business dal 2008.Seguimi sui Canali:Facebook: https://www.facebook.com/pasmieleTwitter: https://twitter.com/pasqualemieleYoutube: https://www.youtube.com/user/infoprodotti/LinkedIn: https://www.linkedin.com/in/pasquale-miele-8253259/Google+: https://plus.google.com/u/0/+pasqualemielePer info aggiuntive: http://pasqualemiele.info

Oggi parliamo di CMS (Content Management System) e quindi la possibilità di avere un sito web e gestirne autonomamente i contenuti. Joomla e Wordpress sono quelli più utilizzati ma Wordpress sembra avere preso il sopravvento, svisceriamone alcune caratteristiche.Continua a seguire tutti i miei podcast. Tratteremo insieme tantissime tematiche inerenti il Web marketing e l'ottimizzazione del tuo lavoro attraverso gli strumenti che offre la rete Web. Inizia un lungo percorso dove condividerò tutta la mia esperienza nel settore Web Marketing e Soluzione Web per il Business dal 2008.Seguimi sui Canali:Facebook: https://www.facebook.com/pasmieleTwitter: https://twitter.com/pasqualemieleYoutube: https://www.youtube.com/user/infoprodotti/LinkedIn: https://www.linkedin.com/in/pasquale-miele-8253259/Google+: https://plus.google.com/u/0/+pasqualemielePer info aggiuntive: http://pasqualemiele.info

Tocobaga Consulting's Law Smith and Eric Readinger record the 1st trial run of mini Sweat Equity podcast episodes to focus on one nerd agency thought.  Why is Squarespace the best CMS - Content Management System? Why are developers attached to Wordpress?

WordPress ist mittlerweile ein CMS (Content Management System). Früher wurde WordPress lediglich als Bloggingsystem wahrgenommen und als CMS müde belächelt. Diesen Ruf hat WordPress mittlerweile abschütteln können. Doch was ist mit mehr? Gast Guido Brand kam auf die Idee, WordPress einfach mal als CRM (Customer Relationship Management) System einzusetzen und hat festgestellt: Es gibt Lösungen für Wordpress!

If you are operating a website that needs to publish and manage content on a regular basis, a CMS (Content Management System) becomes the obvious choice for reducing your workload. There are a plethora of options available, but if you are looking for a solution that leverages the power of Python and exposes its flexibility then you should take a serious look at Wagtail. In this episode Tom Dyson explains how Wagtail came to be created, what sets it apart from other options, and when you should implement it for your projects.

Brad Ahrens - GetSocial.io Brad Ahrens is the marketing director for Getsocial.io. Brad made the transition from fast moving consumer goods which focused on outbound marketing to SaaS which works best with inbound marketing. Brad lived in the Caribbean where he was fortunate enough to work there for a while. This is where he worked with fast moving consumer goods. Basically, he was responsible for placing products like chewing gum in the stores and make sure that he was moving as much product as fast as he could. Brad started working with focus groups to find out various buying habits so that he could develop a survey. This survey was used to identify whether or not the feedback he received from the focus groups did indeed compliment the true feeling of the local environment. Once he verified the community was in line with the focus groups, he went back to the focus groups, created additional designs for certain products, and then propose the products to the focus groups. Based on this research, Brad was instrumental in developing the product via feedback from focus groups. This is a great way to discovering your target market to the next level. https://www.youtube.com/watch?v=TuTqCMPhsMI Brad speaks seven languages. - Fun Fact What is GetSocial? GetSocial is a software as a service that helps websites owners understand how social sharing drives their traffic and conversions. This services provides a social media app store for all your needs, from awareness to conversion. GetSocial is a SaaS solution for social sharing and analytics. GetSocial is a service for WordPress, Shopify and many more CMS (Content Management System) solutions as well. This software will track who has clicked on their buttons, what the visitors have done as a result of clicking on the buttons, how many people have clicked on them and how many of their friends have come back to the page based on the original share. One of the coolest analytic features this software is providing the capability of tracking the address bar. This is called "Dark Social Sharing". The software can tell users if someone were to copy the url (the link in the address bar) and shares it with their friend in an email, the user can track this as well. This is an incredible way of tracking your social signature. How Can a User Track Social Media with GetSocial? There are several ways of tracking and displaying your social media with GetSocial. Here is a list of features GetSocial offers: Click to enlarge the GetSocial Apps Horizontal Share Bar: Use one of our templates or design your own social sharing bar. Customize size, shape and colour and pick from 15 social networks. Copy and Paste Share Tracking: In some customers, 80% of shares are made by copy and paste a URL into email, chats or social networks. Start measuring it now. Custom Facebook Shares: Customized Facebook shares that give a new meaning to sharing. Love, dislike or approve your content and products. Floating Social Share Bar: Use one of our templates or design your own floating sharing bar. Customize size, shape and placement and pick from 15 social networks. Floating Total Shares: Increase engagement by showing the total number of shares in a big counter on top of your floating share bar. Google Analytics Integration: Integrate your GetSocial sharing activity with Google Analytics and have all of your analytics in one place. No code required. Horizontal Total Shares: Increase engagement by showing the total number of shares in a big counter on the left of your horizontal share bar. Mobile Share Bar: 30% of shares in GetSocial are made through mobile devices. Don't miss out on this opportunity to increase traffic. Original Share Bar: Use each network's original share buttons without losing track of how many shares are made in each one of them . Price Alert: Notify your visitors when a price changes on a product they want to purchase.

Nesse vídeo você vai saber o que é um Gerenciador de Conteúdo para sites e blogs e quais as ferramentas de web 2.0 mais comuns para se construir e gerenciar páginas on-line. Content Management System - CMS são muito comuns, facilitam a vida de quem constrói websites, e permite que qualquer pessoa com pouco conhecimento em web seja um produtor de conteúdo.

Mo Mastafa is an internet marketing consultant from Cardiff, Wales and the author of the book "Getting found Fast". He specializes in SEO and helps business owners and web masters to get to the top of Google. In this interview Mo reveals step by step how we can can climb the rankings and make our way to the top of Google, Bing, Yahoo or another search engine for our chosen keywords so that we can get huge amounts of qualified traffic Click the play button below to listen to the "How to get to the top of Google" interview... Click here to get your hands on Mo's Free SEO report "The 7 Deadly SEO Mistakes" Below is a little taste of what was covered in our "How to get to the top of Google" interview. For the full interview, click the play button above right now... Q. What is SEO and why is so important? A. SEO is the process of optimising your pages to help them get found in the major search engines, it's how to get to the top of Google, Yahoo & Bing. SEO also involves things that take place off your website, such as building quality backlinks that will further push your web pages up in the rankings and allow you to get free search engine traffic. Q. How do we go about finding the right keywords to use? A. This process is known as keyword research. To get to the top of Google, you have to decide which keywords you want to get to the top of Google for, right? There are a range of tools that you can use to help find great keywords for your website. One such tool is the Google Keyword Tool. It's a free tool and it'll show you exactly how many people search for a particular keyword to do with your business each month. A more advanced SEO tool that you can use is Market Samurai. This is a paid tool that will let you see a lot more data relating to your keywords, such as how many competitors they have. This is really important because one of the biggest reasons businesses fail to get traffic from the search engines is that they optimise their web sites for keywords that are just too competitive. Market Samurai will also allow you to track your rankings in the search results, which is another reason why you may want to invest in a paid SEO tool. Q. How do we optimise our web pages for a particular keyword? There are many places that search engines will look, when they try to figure out what keyword you are trying to rank for. One of the most important places to put your keyword is your page title. This is what shows up in the search engine results and is also the part that shows up at the top of your website browser window. Another great place to put your keyword is in your page URL. For example, if you are looking to rank for the keyword “internet marketing consultant”, you may want to name your page www.yourwebsite.com/internet-marketing-consultant.html Also try to use LSI keywords (Latent Semantic Indexing). LSI basically means keywords that relate to your main keyword, such as “internet marketing expert” or “online mentor”. A great way to find LSI keywords is to do a search in Google for your main keyword, and then scroll down to the bottom of the page and look for “related keywords”. You'll find them there. Using LSI keywords as part of your page content will also allow you to get to the top of Google for keywords besides your main keyword meaning even more traffic. And you'll be able to see this happening when you look at your Google Analytics stats. Also, getting other people to put your keyword in the link text (aka anchor text) back to your website can improve your rankings. Q. What are long tail keywords? Most people think long tail means the length of the keyword phrase, when in reality it has a lot more to do with the volume of searches a keyword gets. Basically, long tail keywords are keywords that get very low search volumes, but they are often a lot easier to rank for in the search engines simply because there aren't as many people trying to optimise their websites for them. If you want to learn more about the long tail, I recommend you read the book “The long Tail” by Chris Anderson. Q. How do we optimise our website without needing technical skills? There are many ways to optimise your website. If you've had your website built by a third party, you can usually ask your web designer to do the SEO changes for you. Alternatively you can outsource it to a web developer or programmer on websites like elance.com or freelancer.com. If you have a CMS (Content Management System) built into your website, you should be able to optimise your web pages yourself, simply by filling in the SEO related tabs. And if you happen to be using a Wordpress.org blog, there are many great free plug-ins that you can use to help you get to the top of Google by optimising your pages, such as the “All in One SEO” plug-in or the “Yoast SEO” plug-in. What else Do We Discuss? There's lots more that we discuss in our content packed "How to get to the top of Google" interview... We also talk about importance of backlinks and whether quality or quantity is more important. We also discuss a ton of different ways for you to get backlinks from different websites, and even how to get others to build backlinks for you! You'll also learn the difference of nofollow & dofollow backlinks, what they mean and how they work. Mo Mastafa will also give you a simplified definition of what PageRank is and how to go about getting backlinks from high PageRank websites. He also shares a simple, but clever little backlink strategy to get links from websites that will likely have high PageRank in the future! He also gives his take on bounce rates and how they affect your website... especially your conversions rates. Finally we give our take on what Google thinks about “the bounce” and some simple ways to lower your bounce rates and increase conversions! There's over 30 minutes of SEO goodness packed into this interview, so to hear the full interview and learn lots of cools SEO strategies to help boost your search engine rankings fast, I recommend you listen to the interview now by pressing the play button.

If you are a website owner it is very important to understand what a CMS really is. It is very often confused with other things and it is very applicable to the success for any competitive online business. It applies to all types of businesses.

Ben Cope, "The Internet Genuis" will be re-joining me on BlogTalkRadio tomorrow as we continue to delve into WordPress and the business benefits of using Wordpress as a CMS (Content Management System) to power your static html website. Ben will explain why you don't have to have web development or html experience to use Wordpress as your website or blog. These days most hosting companies provide the ability to install Wordpress on your website with a single click of the mouse and we will furnish you with a link to a step-by-step Godaddy installation video after the interview. WordPress is an Open Source software which allows it to be used free of cost and you can use it on any kind of personal or commercial website. We will also discuss the top five essential WordPress plugins that you must have running on your blog. Do you know what permalinks are and why they are important? Ben will tell you about them. We appreciate you tuning in to this episode of Your Partner In Success Radio with Host Denise Griffitts. If you enjoyed what you heard, please consider subscribing, rating, and leaving a review on your favorite podcast platform. Your support helps us reach more listeners and create even better content!Stay ConnectedWebsite: Your Partner In Success RadioEmail: mail@yourofficeontheweb.com