Google Gives Primacy to Expertly Written Content

Though the all-knowing algorithm remains under lock and key, Google’s Search Quality Guidelines were released less than 6 months ago. A cursory reading of these guidelines shows that Google now gives primacy to content written with higher levels of expertise. In short, the internet’s most powerful force is now behind skillful, authoritative writing that helps people more easily find the information they want. This is especially true in sensitive areas like medicine, finance, and healthcare, where the stakes for misinformation are higher.

More Expert Content

This is great news for us as internet users because we’re exposed to better and better content from more qualified sources. But no dynamic change is without resistance. Content farms—known for paying writers measly sums to generate loads of chiefly insufferable material—were undermined greatly by this change. It was also met with ire by flimsy organizations like Anti-Vaccine Movement, The Flat Earth Society, and Ken Ham’s Creation Museum, all of which claimed their voices were being stifled. Yet overall, Google’s new guidelines make for a better web experience with more respected voices now separated from the masses of chaff.

Lousy Content Brings Lousy Results

These changes confirm what Red Letter Marketing has stood for all along: valuable content that makes a difference for target audiences. There is still a plethora of false prophets in this territory, ready to sell you cheap and easy solutions to content marketing. Some have even recommended hiring a college student on the cheap to churn out blogs to keep your website content fresh. But the fact is, this won’t work, and is even less viable now than when it actually had some—albeit slight—impact.

The New Standard

Though more vital in fields like finance and healthcare, no industry is exempt from Google’s new E-A-T standard. This is the acronym for Expertise, Authority, and Trustworthiness. If you’re looking for information on air movement, Google is more likely to drive you to reputable sources like Dyson, Boeing, or Big Ass Fans. Though each of these companies operate in distinct industries, they have expertise in the realm of air flow.

Offering Valuable Content, Interestingly

What’s the lesson in all of this? Chiefly, you need to have an expert writer to produce your content, especially if content marketing is a main artery in your business development strategy. But industry expertise alone won’t cut it. You need to present that information in a way that inspires engagement. Hierarchy of information, scanability, and relevance all become significant elements in the presentation of content. You need to keep a reader interested, even excited about the content. Valuable information that’s poorly presented will drive visitors away faster than a toupee in a hurricane. It’s vital to keep your readers… well—reading. They want to leave the page feeling that you’ve provided something useful and accessible. If you’ve succeeded, they’ll remember, and are more likely to come back. If not, they may end up at a competitor’s site.

As marketers, we take content quality seriously. To do anything less is to disrespect readers, and consequently, customers. Because Google is now reviewing websites using the E-A-T standard, your site ranking is affected by the quality of your content. If you’re wondering how to create effective content marketing that gets the attention of both Google and customers, let’s talk.

RLM Marketing Madness: The Final Four

Last Update:  Tuesday, April 5

SEMrush are the 2016 RLM Marketing Madness Champions!

SEMrush capped an amazing tournament run with a buzzer beater upset victory over giants Google Analytics in the Finals of the RLM Marketing Madness Tourney!  After making it through the earlier rounds with impressive victories over social media superstars Sprout Social and Simply Measured as well as a tough win over rival Moz, SEMrush seemed destined to go all the way.  Thanks to all of the 16 great marketing tools that participated in the tournament.  We saw some riveting matchups this year and are already looking forward to next year’s tournament.

For a complete recap of the tournament action, follow RLM on Twitter and/or search for #MarketingMadness.

RLM Marketing Madness Final Bracket


 

Semifinal Results

@Sprout Social vs @SEMrush – SEMrush wins and advances to the Championship

@GoogleAnalytics vs @Optimizely  –GoogleAnalytics wins and advances to the Championship

 


Elite 8 Results Recap

Survive and advance.  That is what tournament time is all about, and it is no different for our 2016 RLM Marketing Madness Tournament.  After two intense rounds of marketing tool battles we are down to the Final Four!

Sprout Social enters the semifinal round riding high after escaping with a win over social media rivals Hootsuite in Round 2.  Optimizely is leaving a trail of marketing automation dust behind as it advanced with tough victories over powerful platforms Hubspot and Marketo.  In a difficult SEO matchup, SEMrush muscled out an impressive victory over feisty Moz to book their place in the Final Four.  And, in the final Elite 8 matchup, it was Google Analytics bouncing email marvels MailChimp from the competition to round out the Final Four.

The Final Four will tip off on Thursday March 31st featuring Sprout Social vs SEMrush in the first semifinal and Google Analytics vs Optimizely in the second semifinal.


Each match up was decided by a 24-hour Twitter poll.  The team with the most votes advanced to the next round.

For a complete recap of the tournament action, follow RLM on Twitter and/or search for #MarketingMadness.

The Madness Marches On! 

The Elite 8! Round 2 of RLM Marketing Madness

Round 2:  Elite 8 Matchups Set for Monday, March 28th!

Updated March 29

ROUND 2 SCHEDULE

1 @Hootsuite vs  2 @SproutSocialSprout Social advances to the Final Four!

3 @Marketo  vs  4 @OptimizelyOptimizely advances to the Final Four!

1 @Moz  vs  3 @SEMrushSEMrush advances to the Final Four!

1 @GoogleAnalytics  vs  2 @MailChimp  – Google Analytics advances to the Final Four!

After a whirlwind Sweet 16 round, we are down to 8 teams left in the 2016 RLM Marketing Madness Tournament. We have some amazing matchups slated for Round 2.  Social media superstars Sprout Social and Hootsuite face off to battle it out for a spot in the Final Four.  We will also see two SEO powerhouses, Moz and SEMRush, go head-to-head in the second round!  On the other side of the bracket heavy hitters Google Analytics will try to “convert” a victory over MailChimp.  Will MailChimp face a “hard bounce” from the tournament or will the team deliver and start “clicking” at just the right time? Rounding out the Elite 8, an Optimizely upset over Hubspot in the first round sets them up for another marketing automation matchup against Marketo in our final pairing.

MarketingMadnessAnnounce-Elite8

The Round of 8 tips off on Monday March 28th.  Each match up will be decided by a Twitter poll that will run for 24 hours from tip off.  The team with the most votes will advance to the next round. Make sure you follow the matchups on Twitter and place your vote for the marketing tool that you cannot live without!  You can also follow #MarketingMadness on Twitter to stay up to date with all of the tournament action.

Follow RLM on Twitter and #MarketingMadness to stay up to date on all the tournament action.

The Madness Marches On! 

RLM Marketing Madness 2016

We are excited to host the 2016 RLM Marketing Madness Tournament.  The tournament will be an epic battle for bragging rights among the top digital marketing tools available today.  The Tournament Selection Committee has been hard at work reviewing the potential participants and determining the top 16 seeds. The teams have been seeded based on current number of Twitter followers.

The Sweet Sixteen:  Round 1 Matchups

RLM Marketing Madness Tournament Bracket

We have some powerhouse programs in the field and some rising upstarts looking to deliver some big upsets. The first round sees several cross-discipline matchups, such as the intriguing #2/#3 battle of social analytics power Simply Measured vs SEO-focused SEMrush.  Looking ahead, there are also some very interesting potential second round matchups, such as possible head-to-head battles with social superstars HootSuite and Sprout Social as well as the chance for a Hubspot/Marketo marketing automation showdown!

The Round of 16 tips off on Wednesday March 23rd.  Each match up will be decided by a Twitter poll that will run for 24 hours from tip off.  The team with the most votes will advance to the next round. Make sure you follow the matchups on Twitter and place your vote for the marketing tool that you cannot live without!

All matchups will be decided on Twitter via a 24-Hour Twitter Poll.

ROUND 1 SCHEDULE

1 @Hootsuite  vs  4 @BuzzSumo – Tipoff Approximately 9:00am ET, Wed. March 23

2 @SproutSocial  vs 3 @Canva – Tipoff Approximately 9:30am ET, Wed. March 23

 

1 @Moz  vs  4 @UserTesting – Tipoff Approximately 10:00am ET, Wed. March 23

2 @SimplyMeasured  vs 3 @SEMrush – Tipoff Approximately 10:30am ET, Wed March 23

 

1 @GoogleAnalytics  vs  4 @ScreamingFrog – Tipoff Approximately 11:00am ET, Wed. March 23

2 @MailChimp  vs 3 @CrazyEgg – Tipoff Approximately 11:30am ET, Wed March 23

 

1 @Hubspot  vs  4 @Optimizely – Tipoff Approximately 1:00pm ET, Wed. March 23

2 @KissMetrics  vs 3 @Marketo – Tipoff Approximately 1:30pm ET, Wed March 23

 

This page will be updated with tournament results as they unfold.  Stay Tuned!

Follow RLM to stay up to date on all the tournament action.

Let the Madness begin!!!

#MarketingMadness