Here's the latest instalment of Digital Marketing Reads, a roundup of some of the more interesting articles we've read lately in the digital marketing world.
According to Social Media Today, 75% of marketing teams use some kind of automation tool. But at the same time, we all want more personalisation and human interaction (because who wants to feel like they're talking to robots?).
So how to balance the two? This article offers a handful of suggestions, including:
- Offer timely, valuable content (deliver personalised emails, with quality over quantity)
- Respect consumer privacy (don't go too far with the personalisation, which can repel customers)
- Enhance the customer experience (relationships come first, automation tools support them)
- Combine automation and human touch (master the art of the follow-up)
In this article, they suggest taking more traditional PR approaches to get coverage for your brand or business, rather than setting out with the main goal of acquiring backlinks for your website.
It makes sense, when you think about it: if you get featured in a legit publication (i.e. a website with high authority and relevancy), a link back to your website is practically a given anyway - with the added bonus of addition exposure for your business.
So how do you do this? Well, it might require a bit more work than just asking for a backlink. You actually have to pitch journalists and publications with a creative story idea, and you have to stand out. But if you have a good copywriter or digital marketing company in Melbourne working for you, this should be a cinch.
According to this article, earlier this month Google stated that "Our systems aren’t too picky and we’ll try to work with the HTML as we find it — be it one H1 heading, multiple H1 headings or just styled pieces of text without semantic HTML at all."
In other words, what we all took as SEO gospel may not actually be truth. It's long been established that each page of a website should have ONE h1 tag, and then subheader tags beneath it. But according to Google, apparently it doesn't matter how many h1 tags or subheader tags a page has.
Despite this, it's still a good idea to continue using header tags as before. The header hierarchy helps to group topics and makes it easier for people to read content without necessarily having to read every single word on the page. What's more, headers are good for accessibility purposes, particularly those who rely on screen reading technology.