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The Marketability eBulletin

Our free resources currently comprise the fortnightly eBulletin, and a searchable archive of almost 1000 original articles that have been edited and archived for their continuing relevance.

Welcome to our latest fortnightly eBulletin, posted here on 20 January 2015. In this issue:


How does Google judge the quality of content?

This excellent article on the Econsultancy site once again reminds us that the changes to Google’s algorithms are designed to mimic how humans view and judge websites.

No surprise then that Google looks for ‘holistic content’, ie copy with substance and subtlety which can be long if it’s structured well and packed with information. Images score well too, but too many adverts are a big no no …

Read the post on the Econsultancy blog.

Our SEO Essentials seminar and Mastering SEO for Marketing both cover these topics.

 

Academic libraries shift to patron-driven access (PDA), short but useful article

This Bookseller article reports on a presentation at the IPG conference by Ashgate Publishing’s Adrian Shanks and Michael Zeoli of YBP Library Services in the US, and is useful as a brief summary of this revolution in academic libraries, with content only paid for once patrons access the digital files supplied by publishers to the library.

Read the article on The Bookseller website.

If you could really use an overview of the current academic market (plus loads of practical guidance to effective marketing), take a look at our Academic Marketing Workshop (next runs 17 March), and Marketing Digital Products (next runs 24 March).

 


8 powerful takeaways from eye-tracking studies

Eye-tracking reports are always fascinating; this one from QuickSprout is no exception. The main points are mostly familiar – eg: the importance of getting the most important information above the fold, or why it’s logical to position call to action buttons near the foot of the page, to organise content in chunks and to include enough white space …

What makes this really useful, though, is plenty of visual examples and points backed up with stats. There’s also a very impressive quick SEO test you can do on your own site.

Read the report on the QuickSprout website.

Eye-tracking features on both our Emarketing Workshop and Mastering SEO for Marketing.

 


On The Marketability Grapevine on Facebook

  • 5 new books to read based on classic literature, with thanks to the Huffington Post.
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  • Watch the Wall for postings of new jobs, or feel free to add to them.

Visit The Marketability Grapevine on Facebook.

 


Tip of the week: Use the 4-1-1 rule when writing online content

This rule is credited to Andrew Davis in the book Brandscaping, and applies equally to lead generation, social media posts, blogs and enewsletters (like this one). In essence it says that for every 6 pieces of marketing content you post, 4 should be sharing useful content from elsewhere, one should be original content from you, and one can be selling (eg attend an event, download a trial). In this way you make yourself useful to your readers, which builds their trust and wins you the right to post those marketing messages. Content top-heavy with sales messages will pretty quickly get rejected.

Our Email Marketing Workshop and Social Media Marketing Boot Camp both cover this topic.

 

 

 

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