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Welcome to our Digital Wisdom roundup of recently published articles that are hot for October 2017.


Digital Wisdom: What’s hot in October 2017


Our Digital Wisdom series collates the most impactful digital marketing and growth articles from across the internet each month. We feature writers who publish useful how-to content, insightful opinion pieces, and industry studies. You can check out another roundup here, for articles on social media and email marketing tools, influencer marketing, and Google Analytics.

For this edition, we’ve got expertise on content strategy, data, semantic indexing (for SEO), and more on influencers. Here we go...


1. How to find the right keywords for your content strategy: Lessons from a B2B SEO consultant

By Richard MacCaw on Clearbit Blog


If you want to attract decent organic traffic to your site with SEO, keywords are as important now as they’ve ever been. Naturally, determining the right ones is easier said than done, and it requires a dedicated strategy. This is based on answering audience queries and matching their search intent.

RIchard MacCaw summarises the wisdom of Mushi Labs founder Bernard Huang, whose playbook is specifically designed to convince SEO skeptics that there are considerable gains to be made with a little bit of hard work. Huang’s step-by-step guide shows how to build content around keywords, and includes research tools to help you get started.


2. Marketers have more data than ever, so why aren’t they better at experimentation?

By Frederic Kalinke on Econsultancy


The use of data has been possibly the greatest evolution in marketing in recent years, leading to a far more scientific approach in the industry (see our article featuring advice from data experts for marketers). Frederic Kalinke argues that while there have been benefits to this, one consequence is that marketers are no longer as willing to take risks or experiment.

His argument is that the fascination with data may have made the marketing process more efficient, but it’s also led to narrower, less original output equivalent to a steady ship. The answer, according to Kalinke, is to forget about the data and aim to do something more experimental and disruptive. His examples show that instead of being a sheep and keeping up with your competitors, there are greater gains to be made by doing something completely different. The jury’s out here, but it’s an interesting read nevertheless.


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3. Using Latent Semantic Indexing to Improve Your SEO Ranking and Boost Organic Traffic

By Brian Appleton on Crazy Egg


Many people probably haven’t even heard of latent semantic indexing (LSI), but Brian Appleton wants to change that. The mathematical method can be used to automatically identify keyword terms and phrases that can be used to improve SEO strategy and lead to substantially increased organic traffic.

Brian goes on to detail exactly what LSI is in a way we can all understand, explaining how the algorithm compares semantic similarities between documents in order to discover patterns and pull out potentially useful SEO content ideas. Quick wins can be made by using LSI to structure your web copy and insert better keywords, both of which are outlined in this post, along with much more.


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4. This is what to do before calling the growth hackers

By Theodore Moulos on Growth Rocks


The funnel that symbolises the life cycle of an app can be said to have three main stages; user acquisition, user activation, and user retention. Growth hackers are set to work on the first of those steps, bringing your app to the attention of more potential customers and getting them to try it out. Theodore Moulos thinks it’s important to address steps two and three properly beforehand, otherwise you could be wasting time and resources fighting a losing battle.

Fixing “churn rate” issues, or the number of customers who leave the service after paying for a month or two, is more important that bringing in new subscribers, according to Theodore. So is activating those who have already signed up for a trial showed an interest in some way, as the effort required to convert them is lower. Knowing your customer and your product and the relationship between the two is key, and Theodore lays out a few steps you can take to improve the situation before growth hacking becomes a priority.


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5. How Much Should You Really Be Spending on Influencer Marketing?

By Kristina Libby on Entrepreneur


Influencer marketing is a very modern phenomenon that could be extremely powerful in growing your business, without putting too great a dent in your marketing budget. Where celebrity endorsements may once have been sought, influencers can offer much better value for money while being almost as efficient. Kristina Libby writes about how much money you should look to part with to bring an influencer on-board.

The short answer is 1-25% or your overall marketing budget, which is a rather broad range but that goes with the territory. Libby recommends the use of an agency, especially if you have upwards of $10,000 to spend. For this outlay, results are much more proven and the campaign management is off your desk.


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With a wealth of expertise across the world, it’s harder than ever to pick the best articles with the most inspiring insight. Do you have a recommendation for content to be featured next month?

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