Blogger Outreach Emails: Persuasive Writing Techniques

As we all know, how something is phrased is often more important than what is actually being said. If you leverage blogger outreach emails as part of link building tactics, chances are you’ve repeatedly tested phrasing to uncover the best subject lines and attention getting pitches. Words jump out at us for various reasons and play on our most primitive instincts and hard-wired responses revolving around emotion. With a better understanding of the power specific words have on human psychology, marketers can use persuasive writing techniques to create new opportunities while having fun testing out key words and phrases in our outreaches.

In this article I will present a few techniques for making your email marketing copy more persuasive and interesting to read.

Using 4 Effective Words

With only a short amount of time and text to capture the attention of a busy reader skimming through emails, it is important to carefully select the words used in a pitch and subject line. Even the most simple words can have a profound effect on our interest in a topic. Below are 4 basic words impacting psychology that you should include in your outreach.

You

Humans are rather narcissistic by nature, so it is easy to understand the importance of this word. We love to read topics that are centered around ourselves or addressed to us specifically. As opposed to making a message seem vague or generic by writing in third person, the use of “you” helps draw the reader in and make it more about them.

Because

Studies have shown that using the word “because” in email correspondence is over 31% more effective when seeking compliance, compared to leaving the word out. “Because” provides a sense of reason and ethos. You are not only telling a person about what it is you are trying to convey, but also why it is important while providing a reason to believe you. In the case of link building, it provides a more persuasive request and adds to the credibility of the pitch.

New & Free

These two words are addressed together because they both speak to the concept of loss aversion. In email outreach we may not necessarily be selling something, so leveraging this word targets the drive in people to acquire something new and for little to no cost. Using words like “new and free” are important because, for lack of better words, it creates a sense of fear of missing out (FOMO) and pushes people to take advantage of what you are requesting, i.e. sharing you link.

The Use of Sensory Words

Research shows that words related to texture activated areas of the brain were more likely to be impactful, even if their use was not related to any actual physical sensation. With our inboxes full of messages to filter through, we are likely to only respond to the ones that strike us as important or appear more memorable.
Using language that taps into any of the 5 senses: taste, touch, sight, sound or smell is likely to help the description of your message seem more tangible and realistic. Sensory words used in email pitches creates a more impressionable experience for the reader.

Storytelling and Striking an Emotional Chord

Incorporating short stories in your email pitch helps make your message more interesting and emotionally accessible, but more importantly, it makes the reader feel as though they can relate to the situation. This helps foster a sense of connection between the reader and the sender while breaking down barriers we create from being bombarded by pointless emails on a regular basis. Since there isn’t a great deal of time to impress the reader, you don’t want to lose their attention, so keep it short and sweet. Incorporate this storytelling method in an area that seems credible, perhaps like a statistic.

Let’s take a look at this example from a pitch aimed to create awareness about the rising cost of high school athletics:

“High school sports participation is at an all time high, but so is the cost, with some parents paying over $650 per child to participate in interscholastic athletics. High school sports offer a variety of long term benefits for kids, from scholastic performance to successful workplace skills later in life. With many families unable to afford the rising costs of athletics, our youth are at risk for a variety of negative impacts.”

While this aims to strike an emotional chord with parents, coaches and teachers, it also works for readers as a whole. No one wants to see youth negatively affected and it make even the average reader feel a sense of emotion and urgency to help by painting a picture of what is at risk for youth.

Our tendency as educated humans is to interact with one another using our “new brains” or more sophisticated language, however, it is in our “old brains” where the majority of our decisions are made. This part of the brain can be triggered using some of the most basic, yet powerful words and phrases for a more persuasive outreach.

16Keilah is a graduate of the University of Idaho. Working as an intern with Circa Interactive, she has gained experience in SEO and higher education content marketing while cultivating her creative skills. Keilah strives to become a future influencer in the digital marketing world.

SEO Link Building Strategies: Three Evergreen Content Ideas

In the world of search engine optimization and ranking factors, the most important correlation to search engine result page (SERP) rankings was found to be the number of backlinks and overall link authority. With over 70% of users clicking on first page results, universities are always looking for ways to get their programs to jump up the rankings. So you may be asking, ‘How can I create content that naturally attracts backlinks and will rise in the SERPs?’ Today you’re in luck because I’m about to take you through the entire process from starting a link-building strategy to developing evergreen content ideas that attract SEO backlinks, but first, we need to understand a few SEO basic ideas before we can fully understand the immense value of evergreen.  

Learning SEO Basics

Before I dive into the world of developing evergreen content ideas, I’d like to lay out a few search engine optimization basics for any of the readers who may not fully know what these terms or tactics mean.

What is link-building?

Link-building can simply be described as a process to acquire valuable SEO backlinks or hyperlinks from other websites to your pages. As a marketer, we see these links as the Holy Grail and let me tell you why. SEO backlinks are a major component of Google’s PageRank algorithm which is considered to be one of the most important factors of Google’s SERP. The PageRank factor measures the importance of content and helps Google determine whether it should rank for a specific user’s intent. It is able to do this by analyzing a web page’s backlink structure as it takes in more factors such as the number of backlinks, link diversity, quality of links and other proprietary information.

 

Here is a quick excerpt from Google explaining their ranking philosophy.

“Google search works because it relies on the millions of individuals posting links on websites to help determine which other sites offer content of value. We assess the importance of every web page using more than 200 signals and a variety of techniques, including our patented PageRank™ algorithm, which analyzes which sites have been “voted” to be the best sources of information by other pages across the web.”

 

Though there are a number of factors that go into the SERP, in order to increase online visibility and improve search engine positioning, your business will need to achieve a higher PageRank. To do this, you’ll need a team focused on creating a tactical digital marketing plan with the essential objective being a SEO backlinking strategy through evergreen content marketing.

SEO Backlinking Strategy

It is important to note that a backlinking strategy is not made up of one technique or skill, but rather a wide range of skill sets including content creation, research, competitive analysis, email outreach and nurturing editorial relationships. The strategy begins by strategically producing evergreen, valuable, high-quality content that’s targeted for high volume search intent and your customer base. The word content has been pounded into our minds for years as digital marketers, but it’s no surprise because that’s what Google search is all about. It is a search engine that matches a user’s intent with the most relevant and quality content possible, such as “what’s the value of an online MED.” Hence, the importance of developing evergreen content ideas to attract SEO backlinks.

What is evergreen content?

Typically, evergreen content is based on popular topics, high volume search terms or niche specific keywords, and is content created with the intent to be informational and provide an instructional viewpoint on your topic of interest. Evergreen content does not lose its value over time and is commonly created for utilization purpose. This means the content is developed with the idea that searchers will reference the content multiple times, which in return increases your web traffic, on-page time, brand awareness and top-of-mind recall for specific niches.  

In order to create evergreen topics, you must first understand the search intent of your target audience and then strategically construct a topic that matches the user’s intent. So stop creating general, boring regurgitated content! This isn’t the Age of Fluff, this is the Age of Information for a reason.

So without further ado, I present to you three types of evergreen content ideas that can be implemented right here, right now.

Types of Evergreen Content:

  • Infographic Visuals
  • Industry Expert Roundups
  • Informative and High Utility Content

Infographic Visuals

Infographics are a fantastic way to build links to program specific pages, which will help increase your overall Google rankings. If you didn’t know already, the number of backlinks linking to a specific page has the strongest correlation with rankings compared to any other factor. This includes domain history, title tags, and optimized keyword pages. When infographics are built with reliable statistics and appealing design, these visuals resources will make you appear as a thought leader within specific industries and enable you to naturally gain links. Evergreen infographics are based on newsworthy, current trends and show in-depth statistics on specific topics that relate to a university’s program curriculum. When a university builds an infographic around trending news stories or case studies, they are able to take what may seem like a complex idea or boring subject and turn it into an easy to understand visualization. Below I have provided some fascinating facts from Kissmetrics on why infographics perform so well in this digital age;

  • High-quality infographics are 30 times more likely to be read than text articles.
  • 90% of information transmitted to the brain is visual, and visuals are processed 60,000 times faster in the brain than text.
  • Infographics are 40 times more likely to be shared on social networks.

In your opinion, what looks better, Image 1 or Image 2?

Image 1 is a journal study explaining the challenges of storing medical imaging data

Image 2 is a medical imaging infographic explaining the same information.

Image 1

digital imaging journal

Image 2

imaging archives infographic

If I do say so myself, Image 2 is softer on the eyes and helps to break down this complex information so any non-technical reader can understand it. The icons give the viewer a great understanding of what the subject is about without having to read the detailed material.

Now that we understand why publications post these visual resources, the next step is to understand how to build an infographic around a topic that is considered link worthy.  As we discussed above, the best performing infographics are built around newsworthy time pegs and trending current events. To identify newsworthy time pegs, I believe our creative director, Joseph Lapin, has the best approach. He tells our team to consistently look at the front page of the newspaper to find out what editors from top publications, such as The Wall Street Journal and The New York Times, seem to be the major stories in the U.S. and throughout the world. If these publications are putting these stories on their front page, then it shows insight on what topics are most newsworthy while showcasing developing trends within the news curve. Once you understand which topics are repeatedly gaining traction, you can build infographics based on these trending stories and immediately pitch them to publications. With graphics built around such hot topics, they can be leveraged throughout the whole news cycle which can help program pages gain a number of valuable links.

news curve

Infographics should be built using studies and statistics from a number of publications ranging from high-level organizations to niche blogs. Each source should be seen as a link building and relationship development opportunity because the publication you use as sources are very likely to share the infographic with their audience. If we step back and think about this for a second, we can understand why it would be more valuable to have 20 sources instead of 10. In the end, it is a numbers game and the more sources used, the more link building opportunities there are! For instance, Circa Interactive created an infographic on Creative Ways to Make Higher Education More Affordable. In each visualization, sources are included at the bottom of the graphic.

source link building

For each source, an outreach message should be sent to the editor at that site. Here is a real outreach email I used to gain links through from infographic sources.

outreach for source links

Helpful infographic resources:

Industry Expert Roundups

In marketing and communication, a roundup is a term that is used to describe the collection of popular resources that are highlighted to build one article. Expert roundups are no different, except that instead of using popular informative resources, industry experts are utilized to create a comprehensive analysis on a particular subject. Expert roundups are relatively easy to structure and publish, but there is some groundwork needed in the beginning. First, your content creation team will need creatively come up with a keyword rich question that your experts will answer. The question needs to be based on a keyword that your program wants to rank on Google’s first page. This is important because when searchers view your page and see the expert knowledge being freely shared than they are more likely to link back and reference to a collection of experts compared to a personal opinion. Here is a quick example: Let’s say you want to rank for the keyword “future of artificial intelligence” and the blog post title is ‘32 Expert’s Future Vision of Artificial Intelligence’. A great question to ask your industry experts could be “What is one or two major advancements you envision happening within artificial intelligence over the next 5 years?”

Having developed the question, the next step is to scour the web looking for industry experts talking about similar topics in the artificial intelligence industry. You’ll want to create an outreach list that is three or four times the number of your intended expert commentaries that will be placed in your blog. The best way to identify potential experts in your industry is by using Google News and Followerwonk.

followerwonk

I used Followerwonk for this example, a tool that searches through Twitter bios and highlights the top users related to specific keywords. Within the top six results, there are two great artificial intelligence experts who should be added to your list. They are both executives within the big data and artificial intelligence field with a high number of followers. Keep in mind that your intent is to gain a link back and social shares from these experts because you are freely sharing their expertise. We want to show our own personal audiences that we are featured on another site so we can get the recognition we think we deserve.

Once you identify the top industry experts and build your list, it is time to send your outreach message. The outreach message should be a short blurb complementing their expertise and asking them if they would be interested in being featured in your post. If you don’t get a response back from them, follow up a week later and emphasis the benefit they are getting by giving you a quick one to three sentence response.

 

joey outreach


Once you begin to receive responses, structure the blog with the experts who were quick to respond to your question towards the top of the article. This will flatter them because you chose to feature them within your top ten experts. The next focus should be adding the experts who you expect to get a link back from. The best way to actually gain a link is by not directly asking them to link to the article. I know it sounds crazy, but by simply thanking them for their time and expertise, the flattery works a lot better than aggressively begging for a link. When sending the experts the “thank you” message, it is extremely similar to the infographic source email. The main difference in this outreach is to create a pre-populated tweet with in the email so all the expert has to do is press one button to share with their follower base. Free services such as 
ClicktoTweet allow you to create tweets in quickly. Feel free to use my email below as your template.

joey outreach 2

Helpful expert roundups examples:

 

Informative and High Utility Content

Recent studies have shown that longer pieces of content between 1,700 and 2,000 words rank higher in Google position. The average first page results having at 1,890 words.

length of content and rankings

There are a few ranking factors that also correlate with longer posts, which include time on page, more social shares, and lower bounce rates because more users will browse other content on your site. Still, these long post must be made of high-quality content because if not, they are worthless words and filling up cyberspace. That is something Google hates to see. 

What determines quality you may ask? It all comes down to whether the content is informative to the audience and has some form of usability that can be implemented by your readers. According to Brian Dean, one of the top link-building marketers of our time, longer, high utility content strikes a sense of awe into the audience, meaning that when a reader visits a page that has a lot of useful information they understand how much work was put into that post and they are more likely to return to that site over and over again seeking similar content.

brian backlinko quote
Here at Circa Interactive, our team likes to produce a multitude of content ideas because different audiences respond to different types of articles including listicles, how to guides, and in-depth evergreen content. I’d like to show you a recent example of evergreen content that was created by our own Chief SEO Analyst, Tyler Cooper.

The Ultimate Guide to On-Page SEO
This is a great example of high quality, informative content that focuses on a specific audience and the knowledge inside this article can be applied immediately regardless of your knowledge of on-page SEO. In total, this ultimate guide article has a total of 3909 words. Content length has a direct impact on the number of average shares and links a piece of content receives. Moz conducted research on 489,000 text based articles. Here are their findings:

moz content length


As you can see, it is apparent that content length is incredibly important when developing content for your site. So when creating content do not forget these three types of evergreen content that will enable you to build links back to your university pages.


If you found this article helpful in any way do not hesitate to leave a comment below. I would love to hear any feedback you may have about a topic and know what type of evergreen content ideas you use in your organization. Additionally, if you need advice or have questions on link building feeling free to connect with me below.

 

andersonidea

Austin Anderson is a forward-thinking, motivated marketing specialist. Before Circa, Austin ran an e-commerce business and managed online marketing for startups in San Diego. Austin strives to be a future influencer in the world of digital marketingConnect with Austin on LinkedIn and Twitter @andersonidea.

Using Online Calendars to Boost Recruitment

Higher education marketers often balance a number of responsibilities and objectives as they aim to continually attract more students to apply and attend their university. Despite the new technologies that can enhance their work, some marketers continue to spend precious time and resources on old school recruiting efforts, leaving them little time to experiment with new tactics. One of the easiest ways to boost your recruitment efforts is through online calendars. We don’t mean your traditional Outlook calendar that shows you a monthly view and makes you click on each day to see what events are taking place. We’re talking interactive event calendars, with a standalone page dedicated to each event, that incorporate lively event content, social sharing capabilities and deep analytics with little effort.

Your online event calendar

Event calendars are a great way to share a representative sample of the activity happening on campus. For current students wanting to know what’s happening on campus, they can simply check the online events calendar for times, dates and details. A well created event calendar will also allow them to leave comments, upload images of an event and interact on social media with fellow students, lending to the collaborative community feel that’s essential to campus life.

Prospective students will find a wealth of information at their fingertips when accessing a school’s online event calendar – they’ll be able to get a sense of on-campus activities, such as academic lectures, social and athletic life, volunteer opportunities and everything in between. Prospective students can see the events that have taken place throughout the year and pinpoint particular events that may pique their interest during their time at university. This holistic view showcases what is unique about the campus.

Why are calendars so useful for higher ed marketers?

These calendars highlight the events on campus and allow for both current and prospective students to look online and find information on upcoming events.

An efficient online calendar is filled with rich content, which can play a major role in SEO efforts. For instance, a 30-day grid view — which lists simple event information such as name, date and place — is meant to remind you when and where the event is taking place, not to sell you on the actual event itself.  An interactive calendar allows a school to showcase their brand and their investment in students by offering both overall event snapshots and individual event landing pages. This allows for more event content that visitors can click on for more information, providing the opportunity for a larger number of keywords and page views. Better visibility creates more, engaged visitors,  and thus increases the time visitors spend on your school’s website. The amount of time a visitor spends on a site plays a factor in how search engines use their ranking algorithms – so the longer students are engaging with your events and event content, the better it will be for your SEO.

When there is a considerable amount of social engagement around your events, search engines infer that your website offers valuable information because it’s popular and engaging with users online. Utilizing online calendar software that can provide immediate metric reports, specifically on the social media activity around a particular event, and having access to the real-time knowledge of this data will allow you to optimize your event marketing efforts, ultimately benefiting your SEO.

The access to data is also a benefit to marketers, since online calendar technology allows them to collect back-end analytics on their master calendar, including attendee geography, trends and social media activity. From decision-making (looking at trends to understand which types of events, times and locations work best for your school) to audience insights, collecting data on how your audience views and acts on an event listing can help you make smarter event decisions. Many calendars will integrate with your current marketing tools – like CRM and registration platforms — allowing you to get a better snapshot of your overall marketing ROI.

What about an online event calendar makes an impact on your school?

Event content – it’s the information that accompanies an event listing. This includes everything from the date and time to the event image, metadata and RSVPs. In the case of colleges and universities marketing themselves to prospective students, event content can showcase things like faculty, campus scenery and landmarks, famous alumni and student research.

Online event calendars promote university events to a wider student audience, attract additional traffic to the site and ultimately expand the reach of your recruitment marketing to anyone with online access – and that’s a win for both students and higher education marketers.

Myke-for-HEMJ

 

 

Mykel Nahorniak is the co-founder and CEO of Localist, an event technology company. In this role, Myke defines the vision and growth of the business and Localist products. Myke serves as a mentor at 1776, a DC-based incubator, is an angel investor with K Street Capital, and is an executive coach.

8 Ways to Get the Most out of Your Press Release

As I discussed in my previous article, press releases can be an extremely effective tool when you are looking to promote an event or news within higher education. The potential impact of a press release goes far beyond this though, and should be an essential part of your overall public relations strategy. As defined by Entrepreneur, a press release is “a public relations announcement issued to the news media and other targeted publications for the purpose of letting the public know of company developments.” These short, compelling documents give your university’s latest developments a platform to be seen and discussed within the larger media circuit. However, if you do not include key elements in your press release, it is unlikely to be picked up by your target audience and your reach will diminish. Here I will discuss some key tips for you to consider when writing and distributing your next press release.

1. Make sure your story is newsworthy

Is your press release going to excite those within the industry? Does your news provide value and relate to larger industry trends? These are questions that you should be thinking about before you distribute it to the media. Innovative, exciting developments and research within your university make ideal topics for press releases. One of our clients recently announced they are developing a virtual reality application with the aim of improving mental health care, an incredibly innovative idea that appeals to a several popular media topics. We immediately saw this as an ideal opportunity to help raise awareness about the institution and the cutting-edge work that they’re doing through a press release.

2. Grab attention with the headline

The headline of a press release, as with that of an article headline or subject line within a pitch, is pivotal if you are to successfully pull in journalists and editors. Of course, it is important for your headline to be accurate and give the reader a strong idea of what is to come, but you also want to ensure that it is engaging and makes them want to read on. There are three best practices to follow when writing your headline: 1) Be unique – you need to differentiate yourself from the competition. 2) Be specific – give the reader detailed information to ensure they understand what you are presenting them. 3) Be beneficial – the headline itself must provide a benefit to the reader and show that the information is useful.

3. Include quotes

To increase your validity and credibility, it’s critical to include quotes from at least one high level source who is directly involved in the story. These quotes should provide greater insight and perspective and can also lead to further media opportunities for the expert and institution.

4. Remain relatable

It is important that you do not confuse the reporter or reader with your press release. Therefore, the language used should not be overly complicated, as much of your audience will lack the specialist knowledge required to understand the finest details. If there are terminologies that are complex, then explain these as if you were speaking to somebody who does not work within your discipline. Make the content simple, straightforward, and easily consumable for a general audience. 

5. Stay Concise

A press release should not exceed more than a single page and should only include the most pertinent facts. If the press release leaves them wanting more information, then they can reach out using the contact information provided in the press release.

6. Include a pitch

When distributing your press release, be sure to write a media pitch as you would if you were looking to create a traditional PR opportunity. The pitch is where you can really sell the story and the relevance of it to the publication’s audience and interests. Make sure to paste the press release below your signature as a journalist may not have the time or want to open an attachment.

7. Customize to each target audience (when applicable)

In order to maximize your chance of press coverage, you should tailor the press release to fit each audience when there is more than one. For example, we recently distributed a press release on the topic of virtual reality and mental health for one of our clients. Clearly, there is a both a technology and health angle here. You should be targeting both audiences and should alter the pitch and press release to ensure it relates directly to the industry you are pitching.  

8. Capitalize on link building opportunities

A press release provides you with an excellent opportunity to gain greater brand awareness as well as positively influence SEO. By including a link within your press release that takes the reader to the corresponding homepage or landing page, you will increase the chances of media outlets linking back to your target site which will in turn help to boost rankings. 

 

George has recentGeorgely joined the Circa team in California following the completion of his master’s in marketing management and strategy degree, where he graduated with distinction from Plymouth University in England. George is a PR and digital marketing specialist who is passionate about creating high level opportunities for professors within national publications. 

3 Ways Higher Education Marketers Can Leverage the 2016 Presidential Election

We are one month from the first presidential debate, and the 2016 election has already proven itself to be one of the most digitally reported and discussed elections in the history of the United States. In fact, over the past 12 months, Americans have spent over 1,284 years reading Donald Trump related content on social media. As we all know, the internet and social media are changing the way Americans interact with presidential candidates, and this provides an enormous amount of content marketing opportunities. The 2016 Presidential Election creates a variety of opportunities for higher education digital marketers to promote their schools and programs, and I’ve put together three ways that digital marketers can leverage the news cycle to build high quality backlinks. 

Leverage Your Professors

Throughout the election, candidates are asked to provide insight on a number of issues ranging from civil rights to the federal budget to foreign policy. These topics may be the focal point of a professor’s area of expertise which digital marketers can leverage when seeking PR opportunities.

When leveraging professors, it is important that digital marketers clearly articulate the value that professors can provide reporters. Professors are often the thought leaders of their industries and niches and can provide high-level insights that have yet to be published. For example, the release of Hillary Clinton’s Initiative on Technology and Innovation, which places a major focus on investing in computer science and STEM education, provides Circa’s PR team with the opportunity to leverage our engineering, computer science, and other STEM-related professors for articles providing expert commentary on what Clinton’s initiative could mean for the STEM industry, as well as its potential impact on the future of our education system.

Another way to leverage your professors is through HARO. For those that don’t know, HARO (which stands for Help a Reporter Out) is an online service designed to provide reporters with quality sources for upcoming stories and sources with the possibility to obtain media coverage. Those who have signed up for HARO as potential sources receive daily emails featuring a list of reporters seeking quotes or insights for upcoming articles. If an article seems to fit a professor’s area of expertise, all a PR specialist needs to do is respond to the email and pitch the professor by noting the expert angle or insight that she or he could provide to the story.

As campaign coverage continues to gain speed, there will likely be an increase in HARO opportunities with reporters seeking academic or professional insight, so if you haven’t signed up for HARO yet, it is certainly worth exploring.

Create Resources Highlighting the Election

Being one of the key events of 2016, the Presidential Election is a prime time-peg that higher education digital marketers can use in creating resources for their schools and programs. There are a number of different angles to take when creating resources. Some of the most popular include:

  • Blog posts
  • Infographics
  • Videos
  • GIFs

For those that don’t know, visual resources are great for creating informative, yet appealing content, so infographics would be particularly good for highlighting the election. There are a few different ways to highlight the election through infographics, which would include leveraging content on a topic candidates are discussing (Ex. cyber security) or creating an infographic on the election, such as this one on social media and presidential campaigns.

Within the creation process, keep in mind that the main goal of infographics is to build links back to your program, and the best way to build links is to create intriguing content that provides value to the viewer. Sometimes value can come from a unique angle, newsworthy content or reliable statistics; other times it can be through a graph or visual that highlights an intriguing contrast. Either way, be sure that your graphics provide value of some kind so that viewers will be more inspired to share them with their network.

Add to the Social Commentary

Whether it’s a insensitive statement or previously unreleased documents, every day it seems as though there is a new story involving Donald Trump and Hillary Clinton. And while journalists report the initial story, higher education digital marketers have the opportunity to leverage this content and add to the social commentary. For those that don’t know, social commentary is considered an act of expression that comments and thus expands upon a social issue within society. If this sounds complicated, it really isn’t. In fact, adding to the social commentary can be as simple as sharing a news story or quote on social media platforms and asking followers to share their opinions. Higher education digital marketers could also take this a step further by including a quick quote from a professor on the current political issue.

Regardless of what approach is taken, it is important that a call to action (CTA) is included at the end of the social post. This CTA doesn’t necessarily have to be anything complicated, just something to encourage the reader to share their insight or opinion.

If the election coverage continues to progress at its current pace, there may not be a more consistent time peg than the 2016 Presidential election, so digital marketers would be wise to leverage this opportunity as much as possible for their schools and programs. No matter what approach you take, make sure to clearly position your programs and professors as the leaders within their niche. Most importantly, don’t be afraid to be creative and have fun with whatever method you choose.
Have you been leveraging the presidential election in your digital marketing efforts? If so, what has worked for you? We’d love to hear your insight!

Tyler Putz of Circa Interactive Tyler is a retired division two college basketball player and a recent graduate from the University of Iowa. His creativity, as well as passion for entrepreneurship and the expansion of technology and communication, helps Circa to continue to stay on the cusp of new technologies and trends influencing future generations of students.

A Step-by-Step Guide on how to Leverage University Events for Your SEO Strategy

Universities throughout the United States regularly host events and conferences with the intention of bringing awareness to certain topics and causes, while simultaneously building upon their thought leadership within the industry. However, while more organizations and institutions are beginning to leverage online tactics to promote their events, many are still missing out on a key opportunity to build links to their event, which will in turn help with rankings and visibility for the program. Here at Circa Interactive, we have found that using university events and conferences as an SEO and link building tactic can be a very effective strategy in boosting our clients’ rankings and brand awareness. The reason that this strategy is so successful is because featuring relevant industry events can provide great value to a publication’s readership. For example, we recently acquired twelve links over a ten day period for a brain summit hosted by one of our university clients, which clearly proves that this strategy can be a powerful and effective one. Here is a step-by-step guide on how you can achieve the same results for your university program events, including but not limited to: conferences, conventions, exhibits, and university tours.  

Start with Event Websites

You should begin by targeting national event listing sites as these will be relevant to every event that you host and serve to create easy link wins. Many of these sites simply require you to send them the details of the event, along with the URL, so that they can verify whether it is a legitimate event. This is a great tactic to obtain your first batch of links. These links are also likely to be diverse in comparison to many others you may have in your portfolio, thus further increasing the value of these placements. A diverse backlink portfolio with a variety of high quality wins is seen as a positive indicator to Google and will therefore be beneficial from an SEO standpoint. Some national event listing sites that I would recommend starting with are: lanyrd.com, conferencealerts.com, and eventbrite.com.

Write a Press Release

The concept behind a press release is to share newsworthy content with relevant contacts. This should be used to accompany your link building efforts. If possible, also factor in how this press release will work best from an SEO perspective and how a search engine will recognize your keywords. Your press release should elaborate on the details of the event, discuss the target audience, and note who the key speakers are. Also remember to include any contact information so that media outlets can obtain more information if needed. Alongside this, remind the media contact why this topic is important in a wider context. This can be achieved by using a news peg that is closely associated with your event. Prior to our client’s brain summit, a report stated that the rate of ADHD diagnosis had risen 5% each year since 2003. This data signified the importance of continued brain research and enabled us to provide media contacts with an additional reason to publish information on the event. A press release has the potential to spread far and wide because many media outlets pick up stories from other local media sources. If you can find a few sites that are willing to post your press release, then this could create a ripple effect and you might end up with a number of placements in a short amount of time without having to manually acquire all the placements yourself.  

Look for Local Links

A big part of your strategy should be to target sites that report on news in the area where your event is being held. Being featured on the main page of newspapers, tourism sites, and local news sites can be difficult, but securing a link placement in their events section is certainly possible and very valuable. This provides a great opportunity to land a diverse set of links that may have been otherwise been very difficult to attain. News outlets are also more likely to be interested in an event that is being hosted in an area that they regularly cover and that is of interest to their readership.

Target Industry-Specific Sites

In addition to targeting sites that report on local news and events, it is important to pitch your event to industry-specific sites. If your event is based around the topic of mental health, then it makes sense to target blogs and news sites that cover mental health related topics. However, you should not solely limit yourself to these confines and should not be afraid get creative and expand your outreach whenever possible. Reaching out to sites that cover other medical related topics would not be too far fetched in this case. If you can position the event to be relevant and valuable to the publication’s audience, then you will have a better chance of getting a media placement and link out of it.

Conduct a Competitor Analysis

You are unlikely to be the first organization that is hosting an event or conference related to your specific niche. Discovering where similar events have been posted is a surefire way to find websites that you know are willing to post this type of content. Again, if you are hosting a conference on mental health, searching for simple keywords like “mental health conferences” in Google will enable you to find a host of previous events on this topic. You can then conduct a competitor backlink analysis for each event to discover which sites linked to them. There are a number of tools out there that can be used to conduct this analysis, but here at Circa we use Moz. You simply need to enter the event’s URL into Moz’s Open Site Explorer search bar and from there you will be able to view all inbound links to that particular URL. Moz only allows you to have three free searches a day unless you upgrade to Moz Pro. However, you can test out this software with a 30 day free trial. Once you determine which sites are good quality, a competitor analysis will provide you with an important set of leads to go after. One easy way to help determine which sites are high quality is to reference the information provided alongside the list of inbound URL’s, which includes the domain authority (DA) and the spam score. The domain authority ranges from 1-100, and the higher it is, the better and more high quality the site is. Conversely, you want the spam score to be as low as possible. By finding and targeting sites that have posted similar event information in the past, you will likely save time and resources on outreach while also increasing your success rate.

Follow Up After the Event

Even if you have acquired a respectable number of links prior to the event, your outreach shouldn’t stop there. Some of the best opportunities will come after the event, which is particularly relevant following a conference. The findings from a conference are often a great source of content for media outlets. Conducting searches on Google and social media will help you find individuals who have been talking about topics that relate to your event. Creating a new page on your website which discusses and dissects the findings will also help you to gain links following the event.

George has recentGeorgely joined the Circa team in California following the completion of his master’s in marketing management and strategy degree, where he graduated with distinction from Plymouth University in England. George is a PR and digital marketing specialist who is passionate about creating high level opportunities for professors within national publications. 

5 Marketing Trends in 2016 to Boost your Digital Strategy

Throughout 2015 digital marketers experienced rapid changes to the industry and were forced to rethink their strategy based on evolutions in mobile optimization, advertising localization, and content marketing. Now that we’re heading into 2016, it’s time to start adapting digital strategies in higher education to anticipate the upcoming trends to stay on the cutting edge, and there is no sign that digital marketing will slow down. For instance, digital marketing budgets increased by ten percent in 2015, and two-thirds of marketers expect a continued growth in 2016. So how can you stay ahead in 2016? Here are five marketing trends in 2016 to boost your digital strategy.

Growth Hacking

 Growth hacking is usually referenced alongside Internet startups, but this concept can be used in higher education, too. When a university’s main objective is to grow its online program and list of prospective students, it’s absolutely necessary to dedicate a team of digital marketers to focus on discovering new innovative avenues that push the boundaries of traditional marketing to increase organic growth. While most marketers know innovation is necessary, the Gartner CMO Spend Survey mentioned that only ten percent of marketing budgets are dedicated to innovation. If you want your business to stay ahead in this evolving industry, then this number will have to increase. 

Digital Marketing Trends in 2016

The key to success in growth hacking is looking at old marketing practices with a fresh perspective and then testing their viability through experiments. It’s a lot like being a visitor at an art gallery, gazing at paintings that have stood the test of time, yet you see something that 99 percent of the other viewers never saw: a new story–a new path. For instance, many marketers see influencers, forums, and guest posts useless in their marketing plans, but this perspective is flawed because they are looking through the same black-and-white lens like the marketers before them. By understanding the dynamics and structures of search engine algorithms, growth hackers can innovate and find untapped resources that bring in high quality prospects.

Creative Link-Building Strategies

During the last few years, I’ve heard “Content is King!” used over and over again. To an extent, this is a valuable and true expression for digital marketers, because high quality content that turns viral and produces an abundant source of traffic is fantastic, but understanding how to create content that naturally builds links comes as a challenge. When an original source of content is referenced and backlinked, the site’s SEO value will significantly increase over time. Many link-builders are still resorting to massive, non-engaging email blast hoping to convert a mere two percent of their outreaches leaving the remaining 98 percent out for the wolves and creative go-getters. One question remains: How do I reach the remaining 98 percent of unresponsive outreaches? I consider Brian Dean, the founder of Backlinko, to be one of the web’s best backlinking experts. His diversified link-building strategy revolves around utilizing guest posts, link roundups, helpful resources, and high quality keyword-based content. In order to stand out in front of the competition in 2016, marketers will have to find a way to use their pre-existing content to build backlinks along with creating new content around high traffic keywords that customers are actively searching.

Helpful Resources
Backlinko:Upside Down Guest Post
Moz: Link Building Category

Video Ads – Everyone says it, but it’s TRUE!

Video advertisements grew substantially in 2015. AOL’s sixth annual State of the Video Industry report mentioned that US digital video ads grew by 42% to $7.46 billion in 2015, and by 2019 this number will reach $13 billion. Even though Facebook’s autoplay feature came into the market during 2014, I believe 2015 was a major year for video testing in most digital marketing and SEO agencies. With traditional advertising falling by the wayside, now half of all marketers are reallocating their advertising budgets from television to branded digital videos. Google’s TrueView video ads have changed the advertising landscape with over 65 percent of Trueview campaign contributing to a significant lift in brand interest. This trend will only continue as Google and Bing adapt by bringing video advertisement into your search engine results. Industry sources have reported that Google and Bing are already testing these ads in their search engine results.

Hypertargeting

Facebook advertising recently introduced Flex-And/Or-Exclusion targeting that will become one of the greatest advertising tools for marketers in 2016. You could say that Facebook knows more about their users than they know about themselves, and advertisers can reach their target audiences like never before. Now you’ll be able to target or exclude individuals who match up in one interest, demographic or behavior group at a particular time instead of a catch-all group.

By using the detail targeting parameters, a marketer is able to target any person who is labeled as a college graduate, but they must have an interest in both advertising and management and not one or the other. In order to ensure the highest quality prospects in a recent campaign, I decided to target students who are prepared and interested in receiving their MBA by excluding any individuals who are graduating from 2017-2020.

Marketing Trends 2016

This year will be all about specific hyper-targeting, and with a rise in ad personalization, an increase in conversion rates should result in an overall lower cost-per-acquisition.

Helpful Resources
Facebook Detailed Targeting
7 Tips for Maximizing Facebook Performance

Keywords Optimized for Voice Based Search

The biggest change over the course of this year will be keyword and content optimization for voice recognition commands. As Apple’s Siri, Google’s Now and Microsoft’s Cortana personal assistants merge into the search engine process, marketers will have to shift their thinking to match how people are searching for answers verbally compared to text-based search. There is a fine line with how people search verbally and physically. SearchEngineWatch.com examined the number of question keywords that appeared in search queries like “who,” “what,” “where,” “when,” and “how.” Their study found a 61 percent growth in these phrases year-over-year with “who” phrases with the largest increase at 134 percent and “how” phrases up 81 percent respectively.

When developing future content, marketers need to be specifically structuring topics around (who, what, when, where, why and how) based questions in order to properly connect with the searcher’s request. Optimized voice-based content will focus on being the top indexed question by Google with the main objective of creating ease-of-use in the user’s experience. Let us know what trends you’ll be watching in 2016. 


AustinAustin Anderson is a forward-thinking, motivated marketing specialist. Before Circa, Austin ran an e-commerce business and managed online marketing for startups in San Diego. Austin strives to be a future influencer in digital marketing, and he is a member of the Entrepreneur Society, Junto Global, and has won two business research awards while attending SDSU.