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    September 16, 2012 // 9:00 AM

    Data Behind the Power of Evergreen Content, and Other Marketing Stories of the Week

    Written by Brittany Leaning | @

    Morning Coffee

    Since Monday’s right around the corner, we’ve compiled the top marketing stories of the week to help you catch up on what’s happening in the world of inbound marketing. So kick back, enjoy your morning cup o’ joe, and mentally prepare for the week ahead.

    The True Power of Evergreen Content - A Case Study, From SEOmoz

    Evergreen content, or content that is perpetually relevant, can be used as a foundation for your company’s overall content strategy. Essentially, think of it as content that's more or less the opposite of news. This content comes from a purely informational standpoint, like a "How-to" post, for instance, and offers value that won't diminish in a couple weeks or months. According to SEOmoz, storing this type of content on your blog will help create sustainable traffic, brand growth, and increase the authority of your site. This theory is backed up with real data from a case study with Jason Acidre, CEO at Xight Interactive, using content that was researched, accurate, and relevant to his target audience, but also very evergreen. The study shows that Jason’s content is still continuously attracting natural links even after a year, due to visibility from readers who have shared the content via social networks, blogs that have linked to it, and Google continually sending search traffic to it as its page authority grows over time. Curious to read more? See all the data behind this case study here.

    Women Prefer Pinterest, Young Adults Choose Instagram [STUDY], From Mashable

    Pinterest and Instagram are increasingly becoming more popular as places to discover and share visual content, especially for women and young adults. According to research from the Pew Internet and American Life Project, women are more likely to use Pinterest than men, and young adults are heavy Instagram users. The data shows that 12% of online adults use Pinterest, which is dominated by women, and approximately 19% of all women online use Pinterest. That’s almost 1 out of 5 women! In addition, 12% of online adults use Instagram, which is dominated by young adults, and approximately 27% of the Internet users between ages 18-29 use Instagram. If your audience is primarily women or young adults, you should definitely consider using these platforms for business. Want to see more stats from this study? Read the full story here.

    5 B2C Brands That Are Effectively Filtering Photos to Customers Using Instagram, From TopRank

    This week, TopRank showcased Starbucks, Burberry, Nike, Audi, and GE as brands that are effectively using Instagram for business. These brands are seeing success by sharing a more personal perspective with their customers. This post includes 5 key takeaways that any marketer can relate to:

    1) Create content that aligns your brand with the attributes you want your audience to associate with you.

    2) Get your customers involved, and they will do the sharing for you.

    3) Don’t underestimate the power of a common goal. Create content that connects with users in a way that's familiar to them.

    4) Always be innovating.

    5) Social platforms can help you achieve multiple company objectives.

    Would you follow any of these brands on Instagram? See the full post (with photo examples) here.

    10 Simple Tips For Effective Mobile SEO, From Search Engine Land

    Mobile marketing is only becoming more important in 2012, especially with social networks like Instagram launching as mobile-only applications. As reported by Search Engine Land, some brands are now finding that more than 30% of all searches come from mobile devices. This jarring shift from online to mobile activity has left marketers wondering what to do next. Luckily, Search Engine Land has equipped us with 10 tips for effective mobile optimization, including when to decide on using an app vs. a mobile-friendly webpage. Are you intrigued? To learn more about SEO for mobile devices, read the full story here.

    Facebook Launches New Ad Retargeting Tool Following Impressive Beta Results, From HubSpot

    This week, Facebook announced that Facebook Exchange is officially out of beta. Facebook Exchange (FBX) is a cookie-based ad targeting system that serves up ads related to a user's web browsing activity, in real time on Facebook. The Exchange allows marketers to leverage consumer insight data to remarket to the same audience on Facebook at the right time. What’s interesting about these new ads, is they seem to generate higher post-click conversion rates compared to retargeted ads on other exchanges. If you want to learn more about using Facebook Exchange, you can read the full story here.

    What inbound marketing stories did you find particularly interesting this week? Share them in the comments!

    Image credit: trophygeek

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    Topics: Inbound Marketing Content Creation Social Media Mobile Marketing

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