Monthly Archives: September 2013

How to add advertising banners for your publication


This is a complete overview of what you can do in the advertising part of ePageCreator. You will learn how to add advertising banners on left, top and right hand side of your publication.

Getting Started with ePageCreator


ePageCreator is a professional publishing software that alllows you to create flipbook publications with 3D realistic page-flipping effect. This tutorial will show you how to get started with ePageCreator.

The Future of Search: An Interview with Google’s Sam Sebastian


Sam Sebastian, director of local and B2B markets for Google, answers questions about the future of search.

Marketers have long been told by SEO consultants that long-tail search was ‘where it’s at’. What is your take on the quality of content vs. quantity of content—especially as it pertains to B2B and local business content marketers?

Both are important and can vary by the type of content considered.  An industrial distributor may have a massive catalog of SKUs with related content (pricing, specs, etc.) and should allow as many of those SKUs to be indexed for purchase-oriented searching. For professionals seeking knowledge, original/quality content such as research, in-depth reports, thoughtful analysis and so on will go a long way in achieving better ranking.

In your opinion, what are the fundamental SEO initiatives B2B marketers should be undertaking?

  • Do something cool: Make sure your site stands out from the competition in a good way.  For example, more professionals are looking for rich content online, so make sure your library of amazing video content is indexed using Rich Snippets.
  • Include relevant words in your copy: Try to put yourself in the shoes of searchers. What would they query to find you? Your business name, location, products, etc., are important. It’s also helpful to use the same terms in your site that your users might type (e.g., you might offer “next-generation marketing tools” but most searchers might type “marketing automation software”), and to answer the questions they might have. It helps to know your customers.
  • Be smart about your tags and site architecture: Create unique title tags and meta descriptions; include Rich Snippets markup from schema.org where appropriate. Have intuitive navigation and good internal links.
  • Sign up for email forwarding in Webmaster Tools: Help us communicate with you, especially when we notice something awry with your site.
  • Attract buzz: Natural links, +1s, likes, follows … In every business there’s something compelling, interesting, entertaining or surprising that you can offer or share with your audience. Provide a helpful service, educate people, be a thought leader and users will share and reshare your content.
  • Stay fresh and relevant: Keep content up to date and consider options such as building a social media presence (if that’s where a potential audience exists) or creating an ideal mobile experience if your users are often on the go.
  • Go mobile: Mobile searching and browsing in B2B is growing rapidly due to the adoption of high-end mobile devices.  Make sure you have a mobile-optimized site/content and that it is getting indexed accordingly.

We’ve seen Google search results start to show “latest posts” at the top of the list — but there’s some confusion about which posts will show up there.

So, to start, it sounds like you are referring to “Search Plus Your World” (see screenshot below), which as I’m sure you know, was Google’s latest update to the search results to make them more “social.”

  1. Personal Results – Pictures/posts relevant to your search, which are your own OR have been shared with you via a circle.
  2. Profiles in Search – People in your circles OR people we think you might be interested in following.
  3. People and Pages – Any brand or people pages related to your search query that we think you might be interested in based on your search query. It sounds like this is the focus of the question and we’ve been seeing a lot of this lately with advertisers concerned that they see their competitors in this space and want to know how they can show. You have to meet a certain, undisclosed, threshold number of +1s in order to be eligible to show in this spot.

For Google+ posts, is it just publicly shared posts or will it show up for those in my circles?  And does this also affect Brand pages?

Both. It is any post shared publicly OR shared with you specifically by someone in your circle.  Yes, posts by Brand pages can also be included in this space.

How important is social for B2B and local?

I’d say it’s becoming more and more important. Two themes stand out with Local/B2B and social:

  • Users trust recommendations – Personal recommendations are trusted more than any other source–90 percent trust these. Also, 77 percent of brand content is created by consumers – if people feel connected to a brand, they share that. So people want recommendations and we know they’re looking online. We also know now that this certainly includes B2B and Local. (Quick Plug: Google+ and “Search Plus Your World” are designed to share those recommendations with your potential customer at the right time.)
  • Market via conversation - A Public Storage or an Orkin will probably never have tons of Google+ or Twitter followers but those who are looking for that service and click through to their Facebook page or Google+ page can get an idea for the company’s identity and how it does business. Do they have good ratings? How are they engaging their customers? How are they handling complaints? Are most posts positive or negative?

What are some of the challenges you see marketers tackling in “closing the loop” between their Google-based marketing and their ROI from customer sales?

We are seeing progress.  This is probably the first thing we push with customers –  tracking.  We don’t want them to invest with us unless they have a sense of what traffic is worth to them.  Once they’ve built out a value model, any digital advertising can be compared to the expectations and then a customer can double down or pull back accordingly.  I’d say customers are getting better in this area, but it’s still the early days. Most of the issues are on the sales fulfillment process at a customer.  Once a digital lead is generated, how are they tracking it internally, how are sales people compensated, how do they round robin a lead, how do they pre-qualify a lead, etc.

The pace of innovation in digital marketing vehicles — from Google alone, but then multiplied by all the other growing channels and services out there — is truly dizzying. How do you suggest that regular marketers keep up?

Keep it simple and focus on the big impact areas first.  Define your marketing or customer acquisition model for online or offline and then test certain platforms and determine how they work.  But try to compare all platforms on an apples-to-apples comparison as much as possible.  Then slowly build out your marketing mix focusing on the biggest impact components.  I have many customers asking me all about social, or advertising on Pinterest or Pandora, but they still don’t have a basic search engine marketing campaign built out or they don’t have the basic tracking in place.  Start with the basics, master the components that can have the biggest impact, define your value model, then test new areas once you have the fundamentals in place.

What’s your favorite perk working at Google?

The people.  I think we hire the best people in the world and it’s a privilege working alongside smart, dedicated, disciplined and fun people, who always try to do the right thing.

 

ABOUT SAM SEBASTIAN: For six years, Sam has been responsible for leading Google’s Local and Government Markets sales and operations organizations in North America. Sebastian’s Local Markets team helps locally driven marketers – such as real estate, coupon, legal and home services firms – utilize Google’s ad platform to realize greater efficiencies and returns from local advertising. Sebastian’s Government, Politics & Non Profit team helps the federal government, non profits and advocacy organizations, political candidates and causes execute multiplatform digital engagement strategies. Sam is also a keynote speaker at Content Marketing World 2012.

 

Author: Clare McDermott

Clare McDermott is the editor of Chief Content Officer magazine and owner ofSoloPortfolio, a Boston-based content marketing provider for professional service firms.You can follow her @soloportfolio.

IQ by Intel: What Content Marketers Can Learn from This New Digital Magazine


Intel’s new digital magazine offers a peek at the outer edge of design, technology, social and big data. CCO magazine interviewed Bryan Rhoads, editor in chief, to find out why IQmatters.

CCO: What’s different about IQ?

Bryan Rhoads: IQ has a very intelligent back-end. We developed an algorithm to curate social content in a way that leverages our employees. We want to publish what they’re sharing and what’s grabbing their attention. It’s a combination of a social algorithm, plus an employee filter that crowdsources what they are saying and sharing, and uses that as a discovery tool.

Was employee-content crowdsourcing always part of the plan?

BR: We’re blessed with a deep bench of very active social media practitioners across the world, driven in part by a very open social media policy. We decided to use our natural advantage — very smart and social engineers, scientists and visionaries — to build this new social property.

Tell us more about the strategy behind IQ.

BR: We already generate really interesting content, but it’s never been aggregated and curated in one space. IQ grabs that really good content — including content our employees are sharing from sites like Mashable, Wired, and Spin — and then feeds it through this new interface. IQ represents the zeitgeist of Intel.

Our strategy is not to create a destination, but to feed the social graph. You’re not going to pour your morning cup of coffee and go dial up IQ.Intel.com. Instead you’re going to see our stories on Facebook, Twitter, Google+. It’s a platform built for sharing.

For such a technology-driven publication, what’s the role of the chief editor?

BR: I’m looking at the demand side of the equation. What will the audience really want to consume? What do they want to share on Facebook? I’m always trying to think more like a publisher than a marketer.

What inspires you and, indirectly, inspires the project?

BR: IQ is inspired by Moore’s Law, which says the number of transistors that can be placed on a circuit will double every two years. Moore’s Law also defines every aspect of our modern lives and how we live with technology. That’s the story IQ is telling. We really take it for granted, how magical some of this everyday technology is. That’s what inspires me also. I used to do research with MIT and every time I go to the MIT Media Lab, I’m inspired by that geeky, anything-is-possible attitude. That’s what IQ is about and that’s what Intel is about.

How do you measure whether IQ is meeting your goals?

BR: I’m less concerned with visits. I look at participation: sharing, comments, “likes” and retweets. That shows me the content was successful.

What’s the next move for a publication on the forefront of technology?

BR: Being Intel, we have line of sight. We know what’s next as far as devices, computing technology, even things like gesture recognition. Those are all advances being worked on in our labs, and that’s what we want to capture in IQ . For example, we think new laptops this time next year will be touch-enabled through Windows 8, and that’s why IQ  is designed as it is. IQ functions like a mobile web/native app hybrid, and that’s where things are going. That’s where we’re taking IQ .

IQ gets our attention for four big reasons:

1. The employee-driven curation engine: Intel counts top visionaries in social technology and engineering among its employees, along with a large army of social-savvy employees. Why not let these experts drive what content is interesting and new? The content that lands on IQ is based on what Intel’s employees are reading and recommend.  Some of it is Intel-authored, and other content is curated from sites like WiredMashable and Spin.

2. A “touch-optimized” design: Intel knows that with so much social media browsing taking place on smartphones and tablets, a touch-optimized design makes the most sense. The site, with its graphic “tiles” of content, looks a lot like a Flipboard interface and can be navigated easily whether you are browsing from a smartphone, tablet or desktop.

3.  An understanding of visual content: Because IQ is designed for sharing through the social graph, each IQ article is paired with photography or artwork that shows up clearly when you see a preview through your social feed (i.e., shows up clearly whether it is viewed as a small-scale “thumbnail” or in a larger format).

4. The right measurement ethos: Bryan Rhoads, IQ’s chief editor, explains the site is not intended to be a destination. Instead, Intel measures social engagement through metrics like sharing, comments, “likes” and retweets. While some publications are still hung-up on traffic, Intel is more attuned to how well content travels through your social feeds.

Want more content marketing inspiration? Download our ultimate eBook with 100 content marketing examples.

 

Author: Clare McDermott

Clare McDermott is the editor of Chief Content Officer magazine and owner ofSoloPortfolio, a Boston-based content marketing provider for professional service firms.You can follow her @soloportfolio.

What Content Marketers Need to Know About Interactive eBooks


If it’s true that brands are becoming publishers, then the quiet revolution occurring in book

London – A City Through Time By Heuristic-Media

 

publishing should make us all sit up and listen. Mention “digital book” and many still think of a print book viewed on a Kindle or iPad screen. Erase that thought.

Let’s first run through what “eBook” means within the publishing industry in its various forms:

  • eBook: A static, “print” book presented on a screen. Imagine the reading experience on the Kindle e-ink display. You can increase the size of your font or highlight sections of interest, but you generally read it much as you would read a print book, with very little (if any) interactivity.
  • Enhanced eBook: Just as the name suggests, an enhanced eBook offers greater interactivity and multimedia integration. Publishers can tie in video or audio, and readers share their annotations with other readers.
  • Interactive eBook: The interactive eBook takes advantage of the tablet’s touch screen to deliver a wholly interactive “reading” experience. You direct the storyline and experience content not only in word, but in sight and sound as well.  Interactive eBooks use videos, three-dimensional diagrams, interactive infographics, animation, text markups and quizzes—among many other tricks.

To find examples of what is possible across the range of eBook categories, look atbestinteractiveebooks.com. Most of the examples are children’s books, but they offer a glimpse of the outer reaches of what is possible in this exciting new form.

Examples of interactive eBooks

With the advent of HTML5 and the fast-growing adoption of tablets, we expect interactive eBooks to move beyond niche markets like children’s publishing, where they’ve gained a foothold. Here’s a look at three marketing-focused books provided by Jennifer Flemmingfrom Tall Grass PR that use digital content in new and interesting ways.

Do or Die by Clark Kokich

Do or Die is the first business book published exclusively as a fully interactive app. The book outlines how businesses survive and thrive in a world of never-ending technological change.

What’s cool? It offers hyperlinked video interviews with the likes of Carol Kruse of ESPN, Shiv Singh from PepsiCo and profiles case studies of big brands: Nike, MillerCoors and Virgin America, among others. Readers can comment on content in real time and review what others have written while reading the book.

The Zappos Experience by Joseph Michelli

There are two reasons I want to work atZappos. One, I love-love-love shoes (my husband just shuddered) and two, it sounds like fun! Cupcake competitions? Conga lines in the office?

What’s cool? McGraw Hill says it best: “The book has been ‘Zappified’ using the Zapponian combination of technology, service, and a heaping dose of humor.” There are 17 QR codes throughout the book that link to digital content, including an epic Nerf battle at Zappos headquarters. Check out the “Do Not Click Here” QR code on page 90!

 

 

 

Running the Gauntlet by Jeffrey Hayzlett

His latest takes it to the next level using SnapTags, a customizable 2D mobile barcode.

What’s cool? Like a QR code, SnapTags enable mobile activation. But unlike its sometimes-clumsy cousin, SnapTags are much cooler looking and easier to use. SnapTags can be created from a company’s logo, a symbol or even a photo. Even better, a SnapTag is activated via any mobile device using the camera app. Simply “snap” a picture of the SnapTag and send it to a designated short code.

Getting started with interactive eBooks

Many brands-turned-publishers now have libraries of multimedia content — from video to podcasts and blogs — and should ask themselves a couple of questions:

  • Will these new forms help tell their stories in new and compelling ways?
  • Can touch-screen interactivity enhance the reading or educational experience, or is it simply a new shiny object to road test?

 

Author: Clare McDermott

Clare McDermott is the editor of Chief Content Officer magazine and owner ofSoloPortfolio, a Boston-based content marketing provider for professional service firms.You can follow her @soloportfolio.

Treat Content Publishing as a Privilege by Sharing the Awesome


Nowadays, any brand can become a content publisher, but we sometimes forget to treat content publishing as a privilege. Just because we have a soapbox, doesn’t mean there news of the brandwill be an audience to listen to us.

As marketers we are traditionally trained to repeat our single-minded proposition until consumers buy whatever it is that we’re marketing. In an effort to get our features and benefits across, we often lose sight of what’s actually valuable to our audience.Great content marketing turns a mirror on the audience.

That’s why earlier this year we created a cartoon series for Intuit focused on the world of professional tax preparers. Rather than simply illustrate the features and benefits of QuickBooks, we designed the series to commiserate with tax season headaches. One cartoon called, “How To Tell It’s April 15th” showed an error display of the office printer: “Toner Life End, You’re All Out, And The Stores Are Closed. Bwah Ha Ha Ha Ha!”

toner life end cartoon

Image via Intuit.

We took this series a step further and invited tax professionals to share some of their tax preparation horror stories. The winning story was memorialized in a cartoon, showing a 5-year old pushing the off button on the computer to get her dad’s attention, losing all of his tax preparation work. The winner received a framed print of the cartoon, capturing the story and recognition from fellow tax preparers who shared the series because it reflected their world.

tax preparer nightmare-cartoon

Image via Intuit.

The cartoon series struck a chord because it wasn’t overtly about QuickBooks. It was about the audience of professional tax preparers.

As software developer Kathy Sierra says, “It does not matter how awesome your product is or your presentation or your post. Your awesome thing matters ONLY to the extent that it serves the user’s ability to be a little more awesome.”

Start-up fashion brand Betabrand built its company on the premise of making its audience awesome through content publishing. The company describes its brand as “One percent fashion, 99 percent fiction.” Every article of clothing comes with talking points to make the wearer more awesome. For example, for Thanksgiving, Betabrand introduced Gluttony Pants, with extra buttons to create more space in the waist over the course of a Thanksgiving meal. (The pants come with their own napkin!)

To channel the awesomeness of its supporters, Betabrand redesigned its website around its audience of “Model Citizens.” The company invited customers to send pictures of themselves doing something awesome with their clothes. Every entry received a special link on the site, as if they were the stars of the Betabrand website. Betabrand evolved so that the website was no longer about the products; it was about its Model Citizens.

betabrand-model citizens

Image via Betabrand Model Citizen.

Betabrand knew it wasn’t enough to sell pants made of disco-ball material. It needed someone from the audience to be so inspired that he would sky dive into the annual Burning Man festival wearing those pants, and then share the awesomeness with the world from the Model Citizen website.

In content marketing, we need to focus less on how awesome we are and more on making our customers more awesome. We need to treat publishing as a privilege.

By TOM FISHBURNE published MAY 19, 2013

Video Content Marketing: 4 Elements of An Effective Strategy


Businesses are flocking to video content marketing as an efficient and wickedly effective content tactic. But the focus on making the video often overshadows the marketing of it. And winning followers on YouTube requires different strategies than doing so through other types of content marketing.

We conducted a YouTube video study of the Top 100 brands from Interbrand’s 2012 Best Global Brands. After analyzing 200,000 business videos across 1,270 YouTube channels, we discovered more than 50 percent had fewer than 1,000 views. ROI fail.

Enter the YouTube nation

First, let’s look at the facts. Our study of Interbrand’s Top 100 shows YouTube video production in that cohort increased from 4,760 videos per month to 7,175 per month, with an aggregate production value of more than $4.3 billion.

brand video on youtube

The research also shows that brands — including Coca-Cola and Toyota — are not just creating effective YouTube channels, they’re also embedding YouTube videos on their own websites. In fact, 61 of the Top 100 brands now embed YouTube videos on their websites (further blurring the lines between digital channels). We’re also noticing more diverse video methods and styles. Intel, for one, effectively combines both professionally produced content with user-generated content.

So how is it that brands are investing so much in online video, but are reaching so few followers? Is it a content issue? Maybe, but after analyzing millions of videos, we think it’s acontent marketing issue. Specifically, the top 100 brands — along with the rest of the YouTube ecosystem — are burning their online video budgets on video production, while ignoring an equally important element: video content marketing.

YouTube and online video content marketing

Assigning a few tags and a brief description to a YouTube video is not enough to allow your business to say, “We do video content marketing.” The truth is, marketing your online videos takes as much effort and finesse as making them. We’ve discovered four critical elements of an effective video content marketing strategy on YouTube:

1. Produce lots of diverse content on YouTube: The best YouTube content marketers produce more content. Using our online video grader, we found the top quartile of YouTube marketers had an average of 181 videos, while the bottom had 29. Equally interesting is that better marketers produced assets with a far broader distribution of video lengths, ranging from 30 seconds to 20 minutes, on average.

pixability video grader

Pixability’s Online Video Grader.

Online video performance isn’t just about views; it’s about audience and engagement. TheOnline Video Grader we use looks at four separate, yet interrelated areas that determine how well an organization is leveraging online video and YouTube:

  • Website score
  • Search engine score
  • YouTube score
  • Social media score

The grader analyzes numerous attributes under each area, as well.

As an example of brands that successfully leverage video, consider Nintendo — which has one of the top-ranking channels on YouTube. Not only does the company produce great content, but it produces lots of it as well, giving subscribers and other interested parties a reason to return.

nintendo great video content

Great video content + many videos = more subscribers + higher SEO rankings.

2. Integrate YouTube and web content: The most effective video marketing programs create a symbiotic relationship between their two owned media platforms: their YouTube channel and their website. Consistent branding and YouTube channel customization occur in 63 percent of the most effective business-oriented YouTube channels. Furthermore, 61 percent also embed their YouTube content on their website. Keep in mind, YouTube automatically compensates for diverse devices — which is particularly important for mobile and tablet viewing.

A YouTube embed is not just web content — it’s very important (Google-wise) web content. Consider the example below from Newegg.com, a rich tech gear site that nicely integrates YouTube video to increase both its search results and product sales.

embed youtube videos

Embed YouTube videos on website to drive CTA and search.

3.  Engage your community with YouTube: Audiences are about 10 times more likely to engage, embed, share, and comment on video content than blogs or related social posts. Understand that YouTube is not just an online video repository; it’s also a powerful social media platform. Engagement is a critical part of earned media that allows brands to engage back, a critical method for driving views and action.

For example, Old Spice lit up its brand through a YouTube campaign that delivered videos in response to community feedback. The community responded by extensive sharing and video embeds. The result? Increased sales. By how much? 107 percent!

old spice-engage community

YouTube + social media = full community engagement.

4.  Embrace YouTube advertising: Paid media is a critical part of effective video content marketing. YouTube TrueView ads are not the same as Google’s AdWords. Our experience demonstrates YouTube advertising can deliver 10 times the click-through rates when compared with traditional AdWords and video ad networks. It delivers results through diverse hyper-targeting options: contextual, behavioral, geo, retargeting and search. The key is that you need to experiment.

YouTube advertising is meant to drive both engagement and calls to action. Increased engagement leads to increased sharing, which leads to increased and sustained long-term views and social interaction. For example, Pixability uses YouTube ads to promote its campaigns, such as the book launch for “Video Marketing for Dummies.”

promote your video

YouTube ads result in sustained increased organic traffic (& business).

YouTube is no longer just a nice-to-have marketing platform. It’s a must-have video content marketing engine. More importantly, YouTube and online video respond very positively to effective, actionable and well-targeted video content marketing.

Video providers

If you are looking to produce videos, here are 10 companies to check out:

By ROB CIAMPA published MARCH 22, 2013

Create Unlimited Digital Publications from PDF, Flash, and Image Files


For Immediate Release

Contact: ePageCreator Support, +1 647 693 7438, support@epagecreator.net

Create Unlimited Digital Publications from PDF, Flash, and Image Files

Alive Software Inc. has released ePageCreator v. 5.5, a powerful digital publishing application for Windows and Mac that lets you turn PDF, Flash, and image files into stunning flipbooks that can be published to your website, blog, or CD/DVD, and to your customers’ iPad, iPhone, or Android mobile device. Unlike other publishing solutions that require you to create separate source files for each type of published output, ePageCreator creates eBooks, eCatalogs, and eBrochures from a single source file. The documents employ a realistic 3D page-flipping visual effect that displays your content professionally and memorably.

Without being – or hiring – a graphic artist, business managers can use ePageCreator’s library of templates and backgrounds to design and publish electronic documents. The entire production and hosting work takes place on your PC or Mac, with no need to engage third-party artists, designers, or programmers. There are no limits to the number of electronic documents that can be created, and no hidden charges.

ePageCreator builds standard Flash or HTML5 files for use on PCs, Macs, iOS devices and Android phones and tablets. The software can also create .ePub and .mobi files for eReaders such as the Kindle, iBook, Kobo, and Nook.

ePageCreator includes many features that make your electronic documents more useful and attractive. It’s easy for both the document publishers and their end users to create bookmarks, sticky notes, and highlighted text. The notes may be added, moved, changed, and deleted at any time.

It’s easy to embed YouTube videos, audio files, images, Flash animations, and other rich media in the electronic documents. ePageCreator can even import hyperlinks from your PDF file. Files can be password protected to keep unauthorized people from reading sensitive or commercial documents.

The software makes it simple for published electronic documents to be found by the search engines and by people who use social media sites. ePageCreator can generate HTML files for search engines to index. eBooks and other electronic documents can be shared easily on Facebook, Twitter, and MySpace. The electronic documents are even trackable using your standard Google Analytics account.

Whether you’re an entrepreneur who needs to publish professional eReports online, a corporate marketer who wants to distribute DVDs to prospects and customers, or a teacher who wants to distribute content-rich apps for their students’ iPhones or Android tablets, ePageCreator has the tools that you need.

ePageCreator v. 5.5 runs under Mac OS X 10.5 or higher and Windows 8, 7, Vista, XP, or 2000. Prices begin at $299(US) for a single-user license. A trial version of ePageCreator is available on http://epagecreator.net/. For more information, contact Alive Software Inc., 3601 Hwy 7 East, Suite 1004, Markham, Ontario L3R 0M3 Canada  Phone: +1 647 693 7438  Email: support@epagecreator.net  Internet: http://epagecreator.net/.

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Editorial Evaluation Copy Available on Request

About Alive Software Inc.:

Since 2003, Toronto-based Alive Software has been a leading developer of high-quality digital publishing software for Windows and Macintosh. In addition to ePageCreator, the company also offers iCreateApp, an application that makes it simple to create iOS and Android apps in minutes, without programming. For more information, visit http://epagecreator.net/.

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