The core of all marketing efforts is findability.
Findability: the ability of our brand, products, content, etc. to be found by our target audience. That’s step one. If we’re not first found, conversions aren’t even a conversation.
Search, which is all about findability, some say is experiencing a resurgence but those involved heavily in content marketing know it never really left or lost importance, it has just been overshadowed by efforts that are running parallel. Findability is still the key to most success and SEO best practices are usable in every corner of our marketing efforts.
What are we dealing with in today’s marketing? I think we’ve got four key elements: Medium, method, message, and market. And good search / findability practices are at the heart of all of them. Let’s explore the definitions of these first, and then some applications of the data.
Marketing Medium
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The medium is the type of content we have created for our audience to consume. Examples of marketing mediums are:
Video
Blog
Webinar
Whitepaper
Landing page
Case study
Advertisement
Post (social media)
Etc.
The medium is independent of (although often closely tied to) the channel on which we’re sharing the content.
We want to understand our mediums separately from each other and from the channels (methods) that we are using for our marketing efforts because we are trying to best understand they ways we’re conversing with our audience that work best for our brand. We’ll dive into that more later.
Marketing Method
The method is most commonly known as the marketing channel, the vehicle we’re using to distribute the content. A few marketing methods include:
Facebook
Adwords
Mailchimp
Direct mail
Radio
TV
Twitter
Your website
YouTube
Etc.
One thing you’ll likely notice is that each medium may have multiple methods, and vice-versa. For example, you may have the medium of a video shared across methods including YouTube, Vimeo, Instagram, Facebook, and embedded on your site. Conversely, you may have the method of Facebook, on which you share many mediums such as videos, images, posts, comments, case studies, and ads.
Let’s look at the message and the market before we dive in further with applications.
Marketing Message
Our message is what we’re trying to convey with our content. With each piece of content we create, we’re trying to impart an impression or information to our target audience. Examples of marketing messages may be:
Consistency – We create the most consistent cup of coffee with our brewer
Simplicity – Our coffee maker is the easiest to use
Auto-delivery – You don’t even have to run to the store to have great coffee, we’ll send it directly to you
Variety – Our brewer gives you the most options of types and brands of drinks
Summer Sale – Get 30% off your favorite summer beverages
Your messages may be tied to short term campaigns you’re running across multiple mediums and methods or they may be part of longer term brand awareness campaigns that are an ongoing part of your marketing mix.
Market
The market we’re talking about may be geographic or demographic – or both – based on your organization. When we’re looking at your target market, we are creating audience segments that allow us to better understand who is consuming our content and how. You may have markets such as:
New moms age 25-40
Millenial men
Auto enthusiasts living in Miami, FL
Women in Nashville, TN
Etc.
Tying the medium, method, message and market together with search for findability
So what do we do with all of these various aspects of our marketing? At Demand phere we create what’s called a Segment Map, which serves three purposes:
Organize your marketing efforts and resources
Analyze your data accurately
Reporting and recommendations
Segment Maps are not only medium, method, message and market based, but also add the elements of products, features, brands and other elements of your organization to create a full picture of what your content is, or can be, created around. Below is a screenshot of a simplified Segment Map with Keurig as the example to illustrate how we’d create some basic categories.
segment map for content marketing
Organizing your marketing efforts and resources
When you’re tackling creating a marketing plan or content strategy for your organization, you’ve got plenty of moving parts to consider. To get the most out of your budget and resources, creating a Segment Map helps you define the areas to focus on and deliverables you’ll need.
Here’s an example:
You have your Q1 marketing budget approved an you’re looking at which campaigns and efforts to apply it toward that will make the biggest impact. By laying out the campaigns, messages, markets, mediums, and methods into a segment map – you can see how characters in advertising influence consumers what content you already have for each, deliverables that need to be created, and how you might want to combine them to create an effective marketing plan.
You may also identify gaps in where you have content but aren’t sh
Today, there are three core product components to Demand Sphere: Demand Metrics, Demand Crawl, and Content Sphere. There are additional product lines set to launch in the coming months that expand the depth and types of offerings for marketers and SEOs across in-house and agency teams.
Data-driven Marketing and SEO platform for today’s organizations
If you’re used to a search or content analytics platform that sticks to surface level insights, or only handles search metrics – this is something new. The Demand Sphere suite of products is built, and is evolving, to deliver a comprehensive understanding of findability for your brand(s) and messaging.
That means a better look at things like offsite content, social impact, and the core of what makes content work for you and for your competition. Our roadmap is a blend of deep data features that allow you to dive into every area of impact for your efforts, as well as insights and action driven tools that fuel collaboration and connectivity across your organization.
We’ll continue to innovate based on what we see and hear from you all in the market, changes to marketing and technology, and our executive team’s blended approach to solutions that combines engineering, behavioral science, analytics, and marketing.
A quick overview of each of our current Demand Sphere offerings:
Demand Metrics
is our enterprise SEO and content analytics platform. Built for mid-market to enterprise B2B and B2C customers, it easily scales to meet agency, e-commerce, and a variety of other businesses.
Demand Metrics has features that differentiate it from the rest of the enterprise SEO pack, including:
Daily Keyword Rank Tracking – Many SEO platform vendors will tell you that it is not necessary to track daily rankings because you don’t take action on a daily basis. This is untrue. Even if you only make changes periodically, it is critical to get ranking data on a daily basis so you can quickly understand what happened in case of ranking changes and algorithm updates.
Unlimited users – Share the platform or custom views and segments of data with your team, contractors, agencies, clients, etc. without worrying about running out of seats or paying for additional users.
Unlimited custom dashboards – Create custom cn numbers dashboards that map to your organization’s teams or individual roles and get people the data they need without the clutter. With Demand Sphere you can create as many custom dashboards as you’d like, and you can even save them as templates and apply them to multiple sites.
Unlimited reports and exports – Take your data with you in a format that works for you. Whether you’re looking for Excel / csv, embedded html, pdf, or Google Drive options – we can work with you.
Free white labeling – Want to make DemandMetrics your own? No problem, simply upload your logo(s) and each report or dashboard can look just like you want it to. Looking for more, like custom colors and custom urls? We can do that too – there’s a small one-time setup fee and then it’s yours at no monthly charge.
No charge for multiple search
engine and device tracking such as Google, Yahoo!, Bing, Daum, Naver, Baidu, , 360, Yandex, iPhone, iPad, Android phone, Android tablet, etc. We also allow you to track things like Google Australia, iPhone US, and Baidu all at one keyword price – not charging you three keywords like other platforms.
Service and support around the world – We’ve got someone here to help in a timezone near you. If you need dedicated account management or technical assistance, we can work on a solution that meets your organization’s needs and the hours that suit you.
Demand Crawl
Demand Crawl is a large-scale, industrial-strength web crawler that automates deep technical analysis and recommendations for your websites. Built to gather data and crawl millions of pages with ease – Demand Crawl can support the needs of any enterprise or agency business.
The platform was built for performance, so not only is it crawling quickly, it’s integrated to pull in insights across more than 50 data points to get you the deepest crawl of your content available.
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Want more from your crawls
Check out our Demand Crawl Comparisons feature, where we will highlight the differences. Between individual crawls so you’ll instantly see what’s changed and is impacting your traffic.
Demand Crawl is customizable to your crawling needs and can be. Scheduled to run as frequently as you like. Each crawl is stored for your historical reference and comparisons. We’ll highlight new urls found and lost with each crawl, as well as general health statistics in your dashboard.
You can also use the Demand Crawl tool to create visual and XML sitemaps for your organization. Using our site segmentation features you can also create sitemaps of individual areas of your site or organization.
Content Sphere
The Content Sphere is the start of an evolution of new. Marketing tools designed to help the entire organization better understand