Tumblr Sponsored Posts Now Showing Across Yahoo Network

Tumblr Sponsored Posts, a native advertising format available on the microblogging platform, are now being promoted across the Yahoo network, as well.

Though not entirely unexpected given that Yahoo purchased Tumblr last year, it’s good news for advertisers using Tumblr. Their ads now have access to both the Tumblr and Yahoo networks, with a combined 800 million average monthly visitors.

Tumblr Sponsored Posts are now integrated with and offered through Yahoo Gemini, the company’s mobile search and native advertising marketplace.

Yahoo Gemini integrates Tumblr Sponsored Posts

Consumers will still be able to take action on the ads by clicking through, liking, reblogging and following. However, their ads will also appear across the Yahoo network in content streams, on article pages, in image galleries and digital magazines – all across desktop and mobile.

We’ve always believed in the power of creative brand storytelling, and data shows that advertising is more memorable and impactful when it is as good as the content around it,” wrote Mike Kerns, senior VP of homepage & verticals at Yahoo.

Yahoo is already claiming early successes in increased unaided brand awareness, brand consideration and tagline recognition with limited testing of the integration of Yahoo and Tumblr.

Citing Sources in Brand Journalism: How to Avoid Bad Link Penalties

Citing sources in brand journalism.Bill Hartzer at Globe Runner SEO has shared the story of an interesting manual penalty experienced by one of his clients who used HARO (Help a Reporter Out) to source an interview for their blog. It seems they fell on the wrong side of Google’s sword with three specific links pointing to their website; two from Help a Reporter Out and one from a media outlet that picked up the press release.

The argument for “these links are natural” is that the business owner was being quoted for an article. If you’re using HARO or other outreach tools and services to get exposure, this is your ideal outcome: you are used as a source for a story. Increasingly, that story is going to be printed on a blog or brand publication – you have a far greater chance of being selected by a smaller publication than mainstream media.

The argument against the links being natural, it seems, is that you used a service to connect with someone who then linked to your website and therefore are actively building links. This is being compared to the My Blog Guest debacle – which isn’t the issue at all.

If you want to either a) be a publisher, as many businesses do, and source quotes using outreach methods like HARO or PR agencies, or b) market yourself as a source for stories in the hopes of being cited as an authority or topic expert, here’s how you can avoid the long arm of Google.

Citing Sources for Brand Publishers

Brands are becoming publishers, yet as I said last year in an SES presentation, you don’t just wake up one day with a new career as a publisher. Publishing is a real “thing;” it’s a profession and it takes time to learn the nuances of the industry. If you want your team to act as journalists, they need to understand the basic tenets of mainstream media and journalism.

In this case, when citing an interviewed source, you don’t need to link to the website of the person you’re quoting.

If you are citing material they’ve already published, you should link to that material to give them credit for the work they’ve created. However, if you get a quote in person, over the phone or via email, there is no need to link to the person quoted. In fact, it’s unnatural if you do – you’re linking to a webpage (like a homepage) lacking material relevant to the quote.

People give links away for all kinds of misguided reasons and gratitude is one of the worst. You’re not actually doing the person any favors with a bad link as thanks for their participation in your story. If they’re asking for a link, they either don’t understand what I’ve explained above or are actively link building. Just say no, the exposure from appearing in your story is thank you enough.

Becoming a Source for Stories

You’re a business owner or manager and want to get your company’s name in the news. When done right, it’s a fantastic tactic for generating exposure and establishing topic authority.

If you’re a source for a story, tell the reporter or publisher not to link to your website.

Mainstream media probably won’t link anyway, but brand journalists (for the reasons mentioned above) may not know any better and could think that’s just what they’re supposed to do. The only real exception where it makes sense and is natural is where there’s something on your website – a report, a chart, a piece of research – that they’re mentioning in their article. In that case, it’s good user experience to offer that access to the information being discussed.

And for the love of everything linky, don’t demand a link in exchange for your statement.

And the verdict is…

Google doesn’t have a hate on for people who use HARO. This latest example of a manual action for unnatural links is just a reminder that so long as links are a currency exchanged between publishers and sources, businesses and publications, you have to toe the line. If the link doesn’t improve user experience or cite a source in the way journalists properly reference information, it doesn’t belong in a brand publication.

Image courtesy of sxc.hu

Avoid the Small Business Marketing Scams that Cost Companies Millions

Prevent small business fraud and protect your business.Small businesses are a tempting target for scammers. By nature, small business owners and entrepreneurs are often pressed for time and many lack the resources to thoroughly investigate or fight fraud.

Just how great is the risk? According to the Federal Trade Commission, marketplace scams were responsible for depleting the U.S. economy of over 1.4 billion dollars in 2012, the first year that it received over 1 million marketplace fraud complaints. Even though the FTC has taken steps to reduce the risk to small businesses and occasionally shuts down a scam operation, it seems many more are just waiting in the wings for an opportunity to pounce.  [Read more...]

54% of Consumers Will Leave You Over Lack of Relevant Content

State_of_Content_retail_reportFifty-four percent of consumers say they will consider leaving a relationship with a retailer if they don’t have tailor-made, relevant content delivered directly to them, according to the new State of Content Marketing: Retail report from Contently.

Aspirational brand stories drive long-term success more in retail than in any other industry, they say, making creative and original brand storytelling mission critical for retailers. Smart retailers have to look past pushing conversions; mobile apps packed with sales copy simply drive higher abandonment rates.

What’s a retailer to do in the age of spoon-feeding consumers information and potentially blowing the budget on relevant content? Try these quick tips from Contently: [Read more...]

3 Content Marketing Measurement Tips: Moving Beyond Pageviews

Herbert LuiContent marketers need to stop chasing pageviews, says Herbert Lui from Wonder Shuttle. The number of people who view a piece of content has never been a perfect measure of its value or success, but in lieu of other metrics, we’ve given pageviews far more credit than they deserve. This is underscored by the tens and even hundreds of millions of pageviews that linkbait content sites like Viral Nova and Upworthy are generating, he writes in this post at The Content Strategist blog.

If you’re not chasing pageviews though, how do you measure the success of your content? This is especially challenging for small business marketers, who are far less likely to have advanced, cross-channel analytics in place to properly attribute each touch and more accurately calculate the true value of any given piece of content. [Read more...]

Marketing to Millennials: What 18-33 Yr Old Consumers Want From Your Company

Millennials are on the road to affluence and will begin to hit their peak earning years in 2020. Even today, the roughly 80 million millennials in the US alone spend approximately $600 billion a year.

If your small business is trying to get in front of this potentially lucrative audience, take note of these findings from Adroit Digital’s Millennials: The New Age of Brand Loyalty report.

Adroit Digital Millennials

Looking forward, marketers should expect increased loyalty from millennial consumers, 64% of whom consider themselves just as brand loyal as their parents, or more so. [Read more...]