Tag Archives: search marketing

Kat Von D’s Digital Make Up, Wish in a Bottle campaign and Pinterest image search

This week in Digital Bytes: Kat Von D’s beauty line launches with an innovative digital makeup push; Coca-Cola’s Wish in a Bottle campaign launches with wi-fi controlled fireworks; and Pinterest’s new image search feature is unveiled.

Tattoo Artist Kat Von D Redecorates Her Skin with Digital Make-up

Digital makeup, real-time face tracking and string music accented the Sephora-assisted launch of Von D’s beauty line.

Recently, Kat Von D launched a new beauty line using innovative technology that projected imagery of makeup onto her face. These images were done with face projection mapping, where they formed digitally along the features of Von D’s face during a live performance.

Presented by Sephora Spain for the launch of Von D’s makeup line, the show was like many live performances in that it featured physical performance though it differed in that a 5-camera head tracking system followed Von D as she moved her head. Working at 240 frames per second, the system created an evolving visual effect system laid overtop the tattoo artist’s skin.

Instead of having to go backstage to reapply make up or create something new, Von D wowed the crowd, all to the sounds of a bespoke musical composition and to the promotion of her makeup line which is marketed as longer-lasting.

Coca-Cola Lets You Wish Upon a Shooting Star

The brand’s Wish in a Bottle campaign transmitted signals from opened Coke bottles, prompting drones to launch fireworks across the night sky.

Coca-Cola‘s Wish in a Bottle created a unique experience for teenagers at their Summer Love event. During the big summer event, which took place in Israel, the company handed out special bottles to party-goers. When they opened a bottle, they could look up to see a shooting star in the sky. These on-demand shooting stars were made a reality through the combination of the Internet of Things, drones, fireworks and Coca-Cola.

Coca-Cola had these bottles developed and custom-made especially for the event. They included a transmitter shaped like a star, which turned them into connected bottles. When a bottle was opened, it triggered a Wi-Fi signal to be sent up to one of three drones flying at 1,000 ft. The drones were programmed so that they launched a firework resembling a shooting star as soon as they received a signal.


Pinterest Unveils New Image Search

pinterest search fastwebmediaPinterest is making big changes to its search functionality that involve machine learning and image recognition techniques. Pinterest users on phones and tablets can click on furniture, tattoos, pieces of clothing, or anything else in a picture, and Pinterest will then search its archives for other objects that resemble it. The feature will also be available on Pinterest’s website for desktop and laptop users.

The new functionality also significantly ups Pinterest’s search and advertising games. As the Wall Street Journal’s Yoree Koh notes, significant data base of what users are searching for—by indexing individual objects, it creates a knowledge bank which can be leveraged for later advertising purposes.

Pinterest Engineering Manager, Kevin Jing previously worked on image searches for Google. This initiative also replicates much of the basic feature set of Google’s underused Goggles mobile app, which searches the web for objects that resemble a picture a user takes. It was later updated to search without actually taking a photo of the item in question.


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Advanced Keyword Research Presentation at the University of Salford

advanced keyword researchFast Web Media has a great relationship with the University of Salford Business School, and every so often, a few of our team members share their knowledge with students during various courses.

This year, Paul Jasper, Senior Search Executive, was an industry speaker at the Search and Social Media Marketing (SSMM) professional evening course. This course teaches professionals of all backgrounds the skills they’ll need to devise successful search and social media marketing strategies such as how to run advanced keyword searches, advanced link building, social media and paid search campaigns, optimise web copy and blog posts and much more. Paul’s presentation focused on ‘Advanced Keyword Research’ and covered key elements of Google Penguin, Google Panda, importance of quality content and keyword research process.

We wanted to share this presentation with our readers, so check it out below:

Advanced Keyword Research from Fast Web Media

What are your thoughts about keyword research? Any additional tips you would like to add? If you would like to discuss this with our experts and you’re a looking for search marketing advice for the future of your brand, don’t hesitate to contact us. 

Did you enjoy this article and presentation? If so, check out our detailed   beginners guide to keyword research:


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Is Google Taking Over Social Media?

Google social media fastwebmediaHaving tried and largely failed to take on Facebook and Twitter with Google+, Google is now looking for a new way to integrate social into search. Rather than producing its own network, it’s incorporating an existing channel into its search results, namely Twitter, in an attempt to produce richer and more real time rankings. The partnership was announced in March this year, and the results (Twitter feeds neatly integrated into the Search results) started rolling out in May in the United States.

The rollout still seems to be in a beta testing phase, so it’s a good opportunity to analyse the new functionality and work out how brands can take advantage.

What’s happening?

paul-bullock-fastwebmediaIf you search for a brand, person, or hashtag in Google on your mobile, you’re likely to find a new addition to the results. Now, rather than just feeding back webpages, images, and news stories, Google has started showing Tweets.  The location of the box is changeable (depending on popularity, it appears at either the top or middle of the page), but the format’s always the same. Packaged in a small rectangle, the feed features the tweeter’s last five tweets which the user can scroll through, and the feed’s avatar and name, which can be clicked to take the user through to Twitter itself.

Early in its rollout, the functionality seemed limited to the super brands (Coca-Cola, Google itself) and the very famous (Barack Obama, Taylor Swift), but it’s now started rolling out to smaller brands and non-famous people (including me!).  Hashtags are also included, though currently only the very popular ones. For example, if you search Google for a hashtag related to a brand or campaign, it’s unlikely to appear unless it’s been adopted by a huge number of people. But more generic tags, such as #motivationmonday, are appearing at the very top of the results.

Why is this important?

Google has been trying to tap into the power of social media for years. This development is a small step, but it could lead to much bigger things, and it’s already been suggested that there’s a potential Google buyout of Twitter in the offing. Such deal may ultimately be too costly for Google, but it would bring numerous benefits, including a mobile-optimised advertising platform and a firm foot in the social sphere.

It’s the access to newer, more granular, and sentiment-driven data that would be the biggest boon though. Twitter data could tell Google’s algorithms what the search engine alone can’t: not just what people like, but why they like it. This has been an aim of Google’s since 2009, when then Head of Search Marissa Mayer said: “You can ask: ‘Is this conference today any good? Is it warmer in San Francisco than it is in Silicon Valley?’ You can actually look at tweets and see those sorts of patterns, so there’s a lot of useful information about real time and your actions that we think will ultimately reinvent search.”

That this suggestion remains prominent in Google’s mind six years later proves just how important it is, and just how great the potential benefits to both Google and brands could be.

What does it mean for brands?

Social and Search have been slowly merging for a number of years, and this is yet another step in that direction. The impact will be slow to begin with, but could be significant in the long term. Too often, brands think of the two as separate spheres, and that social media offers engagement value that websites simply can’t. This has led to a fragmented approach that’s likely to come to an end if the partnership between Google and Twitter gains traction.

For example, if a brand sets up a Twitter-only competition that makes heavy use of a hashtag, there’s now the potential to get that hashtag ranking in Google. However, it’s likely that this couldn’t be achieved through Twitter alone. Google will be looking at a number of signals, and one of those is likely to be what it reads from a brand’s site. By bringing the site into the fold, a brand will increase chances of ranking well and therefore enhancing awareness. It’ll be slow at first, but potentially could dramatically alter the way digital activities are organised.

What do brands need to do?

At the moment, it’s unclear exactly how both Google and Twitter are approaching this. Since the early days of rollout, more feeds are appearing, with a number of brands’ feeds now appearing when their name is searched for. It’s all speculation, but it’s a safe bet that number of followers and whether or not an account is verified are key signals Google is using to determine quality and relevance. Equally, the frequency of posts and level of engagement those posts receive will likely feed into the overall judgement.

This is less certain, but Google could also be using a brand’s website as a key indicator; how though is difficult to say. As feeds are currently only appearing on mobile, a site’s responsiveness is likely to play a part. After all, if a brand’s site is mobile unfriendly, Google may deem the brand as a whole to be likewise. It’s also possible that the number of views a site receives on mobile devices will play a part, with Google taking that as an indicator of the brand’s relevance in the mobile experience. Beyond that, a link between a brand’s site and its Twitter feed would also be beneficial, as this will help Google build an association.


This is very much an open playing field at the moment and there’s little solid information on where the Twitter-Google partnership will lead, and what technical and optimisation actions brands need to take to take advantage. What is clear though is that Google will continue to place strong emphasis on the link between Social and Search, and that a holistic approach is the best way to succeed going forwards.



Do you want to learn more about how to embrace digital marketing? If you’re looking for support, why not contact our team of marketing experts to see how we can help?  Get in touch via our website or via Facebook, Twitter, LinkedIn or Google+, we’d love to hear from you! 

If you found this article interesting, why not take a look at our post about Google’s latest algorithm update regarding taking mobile usability as a ranking factor. Simply click on the image below: 



Why Brand Content is a vital part of your website

branded content websiteWho are we? No, it’s not some kind of weird existential musing, but the question every brand should be asking themselves. Who are we? What image do we want to project to potential customers? What do we offer them? Thousands, if not millions, of pounds are spent by brands across the world answering these questions through careful social and search strategies, impactful design, and innovative web builds. But there’s something somewhat simpler that can have an equally important, though often overlooked, impact: brand content.

High quality branded content is often overlooked by brands in favour of more elaborate and glamorous content. It’s hardly a surprise, really. When weighing up the pros and cons of diverting budget into brand copy or high profile campaigns, alluring competitions, and social activity, the latter three almost always win because they’re the most compelling and exciting options, and therefore the most obvious candidates to generate views and increase engagement. There’s no competition really.

But while branded content won’t draw consumers to your site in their droves, it performs a number of key functions that makes it an utterly indispensable element of your brand site’s make-up. These roles are listed below.

It offers always-on content

Campaigns, competitions, and activations are great at generating peaks of interest and should, of course, always play a part in any strategy, but they are by their very nature short-term. They pique interest over a certain period of time, and then end, along with visits to the site and all the other benefits they brought. Always-On content eliminates that problem and offers a regular point of interest that consumers can keep returning to.

It negates damaging false information

The internet is a haven for false information, whether spread intentionally or accidentally, and it’s important for brands to negate this. Research suggests that internet users are keen to find reliable sources of information, and there are few places more reliable than a brand website. By offering clear, concise information about the brand in an easily accessible place on your website, you are giving consumers what they want and covertly acting to negate any false information that may be around.

It’s good for SEO

It’s always been true that optimised copy is good for SEO, but with recent introductions made by Google over the last year or two, it’s become even more significant. Google’s pushing of the Knowledge Graph and Answer Box makes brand content even more significant as it gives brand sites the best chance of appearing prominently for both. It’s particularly true of the Answer Box, which generates a concise answer to a question that the user types in based on content from the site Google deems most relevant. The more information you can add to your brand’s site to answer questions about it, the more chance you have of appearing in these Answer Boxes and pulling in relevant traffic.

Consumers look for origin

History has become more important than ever to brands, with consumers placing a heavy emphasis on brand origin. It’s what sells brand trust and gives the clearest indication of quality. “Consumers value authenticity and will gladly pay a premium when the brand’s connections to origin run deep,” Zane Radcliff argues. “…We put provenance before price and availability when shopping for food and drink. ‘Made In’, ‘Made By’ and ‘Made Since’ all matter.” The same can be said for a strong brand page, which can concisely and engagingly put across all this information and more. Brand content isn’t just a chance to shout about your history then, but an effective sales tool.

Best in Class

Brand content doesn’t have to mean boring content. There are a number of brands out there creating engaging, multi-media brand content that still ticks all the necessary boxes for SEO. A few of the best examples are below…


coca-colaLeading the way, as it so often does, is Coca-Cola. Thanks to its rich history, Coca-Cola has been able to craft a detailed corporate site that features an in-depth and engaging History section. Featuring an overview, a Heritage page, and an area dedicated to its world-famous advertising campaigns, this section is engaging, colourful, and emphatic about the long-standing quality of the brand. It does all this while also filling the page with relevant copy about the brand to satisfy Google algorithms and to do everything possible to ensure that Coca-Cola’s official pages will appear highly in the search rankings when searched for.


heinikenTaking a more visual approach, Heineken has created an interactive video page that allows users to “create their own Heineken story”. Though there’s very little copy on this page (so it will have limited impact on SEO) content such as this is innovative and exciting enough to act as an always-on point of engagement. Consumers will visit the site just to play with this video creator, which will help boost traffic, and due to the level of user involvement it requires, engagement. Moreover, it puts across an image of the brand as innovative and exciting, therefore helping push brand values in a subtle fashion.


peroniBlending rich copy with interactivity, Peroni has delivered the best of both worlds. Channelling its reputation as a premium quality world beer, the Peroni site features a range of written content, including serving suggestions and a visually presented heritage timeline that gives consumers an appreciation of where the brand has come from and how it plays into their modern-day values. Adding multi-media to the mix, Peroni has also included a handful of videos which help convey brand values in sound and vision, as well as through writing. It makes for a powerful site, both for the consumer and for search engines.


Brand content is not the be all and end all of a website, but it’s a vital part of the mix that’s all-too-often overlooked. Good brand content allows you to put your best foot forward, give consumers correct and reliable information, and compete strongly in search. You know who you are – so why not tell the world?

Do you want to unlock the potential of branded content? If you’re looking for support, why not contact our team of content marketing experts to see how we can help?  Let us know in the comments below or via Facebook, Twitter, LinkedIn or Google+, we’d love to hear from you!

If you found this article interesting, you may want to find out more about how to create content with consumer science in mind. Simply click on the image below to read more 



Fontem Ventures Launches Jai Vaping in France

JAI vaping Leading international consumer goods company Fontem Ventures, has already made strides in the e-cigarette market, with its Puritane brand, and most recently launched JAI in France and a couple of weeks later in Italy. JAI is a new collection of stylish electronic vapourisers, with an exciting range of different taste sensations. JAI is a stylish and advanced new way to enjoy a modern vaping lifestyle.

For the launch of JAI, Fontem Ventures enlisted the help of our Search Marketing team to optimise both websites; crawling through the staging site and providing recommendations for the websites before they went live to ensure they were efficiently optimised from a search and user perspective. Using our multi-lingual Search abilities, the team undertook keyword research in French and English as well as translating some of the content, including the meta data, into French and Italian.

Fast Web Media is working with JAI’s development agency, ensuring that the site is professionally optimised from a technical point of view. We’re also liaising with the two promotional companies in France and supporting a competition that will launch in France in April. This involves working with bloggers, journalists and celebrities to create a buzz around the new product. The inter-agency collaboration will help increase the overall visibility of the website and drive more relevant traffic and sales.

To find out more about Fast Web Media’s Traffic Driving services, please visit the services section of our website, or simply get in touch!

Fontem Ventures Launches Reon Caffeine Strips

reon caffeine strips launchInternational consumer goods company Fontem Ventures recently launched Reon; a new brand of fast-dissolving and fresh tasting caffeine strips, designed to give you an instant boost of energy. The strips come in three different flavours and are available both online and in selected retailers.

To kick off the launch, Reon held a ‘Rise ‘n’ Rave’ launch party in the heart of Manchester’s Piccadilly Gardens on Monday 26th January from 6:30am to 9am. The event included dancing, yoga workouts, free massages and a free healthy breakfast. Not only was the event a major success, but it communicated the message that Reon caffeine strips help give you that much needed boost to get you going through the day!

As well as launching the brand with an invigorating event, Reon’s website recently went live, and the brand enlisted Fast Web Media to take care of all Search Marketing and Traffic Driving needs. The Search activity performed by Fast Web Media for Reon began with the team providing onsite and tracking recommendations prior to the new website being launched, and working with the website build agency to ensure these were implemented correctly.

Our Search team was also responsible for undertaking keyword research in order to prepare keywords lists that will drive the most Organic and Paid Search traffic to the website.

On an on-going basis, FWM also performs keyword research and onsite recommendations to best optimise the blog articles that continually feature on the website. Our team runs PPC campaigns for Reon in order to support brand awareness promotions, such as the Rise ‘n’ Rave at Piccadilly Gardens and the Arndale Centre Free Sampling activity that took place launch week, as well as on-going brand and non-brand PPC campaigns with the objective of driving traffic to the blog posts and pushing brand awareness.

Fontem Ventures and Fast Web Media have been working together for almost two years now, and Fast Web Media has been responsible for the technical development and Search strategies for a number of brands including the Fontem Ventures Corporate website, Puritane and Jai.


To find out more about Fast Web Media’s Traffic Driving services, please visit the services section of our website, or simply get in touch!


New Year Resolution: Set up Google Places and Google+ Local for Your Business


Many people come back from their Christmas holiday feeling refreshed and ready to start the New Year with the intention of sticking to their resolutions. However, only 8% of people actually achieve their New Year goals. For those of you with your own business, make one of your New Year resolutions to increase the visibility of your business online. This is one goal you can achieve if you set up Google Places and Google+ Local for your business.

What is Google Places for Business?

By setting up a Google Places page, a business can control what information Google has and how it is presented.  A company can fill in its Places page with a description of the business, photos and images, contact information and opening times. The Places page will place a business on the map, making it easier for customers to find the physical address, and seeing as many GPS devices now use Google Maps, this makes it easy to retrieve a business address.

For example, a search for “Cadbury World” brings up the map as well as the address and reviews.

Without a Google Places page, Google may still have some of this information but not necessarily the map.  By setting up a Google Places page, businesses can manage all their information in one area which they can update anytime.

 What are the Advantages of Google Places?

  1. Google Places helps increase the overall online visibility of a company as the business is on Google and Google Maps – without costing a penny.
  2. Google Places may give a business a competitive advantage above others that do not have a Google Places listing when local searches are made. Local searches are prioritised, meaning if a user that is close to your business searches for a keyword, your listing has a higher chance of appearing top of the results.
  3. It is “free advertising” for a business even if the company does not have a website as customers can still contact the business via phone, text and also come into the store.
  4. Images and videos can be added to a business listing page.  Reviews will also appear on Google Places as well as the link to the company website.

What is the difference between Google Places and Google+ Local?

Google+ Local is the social aspect of search. It’s an expansion of a user’s own Google+ page but for a business.  It used to be called Google+ Business but is now Google+ Local and it allows companies to connect with their customers, sharing updates, videos, and photos. Customers can add the company (e.g. Cadbury’s ) to their Google+ circles and they will be able to see the company’s status updates, photos and videos.

Mark Potter wrote a post about 10 Brands with Great Google Plus Pages and this clearly shows how brands have used their Google+ Local page to their advantage. They are able to build up an audience and a following to their pages, and can create and record hangouts with their customers for up to 9 participants.

Below is a screenshot of the Cadbury’s World Google+ Local Page.  There is an ‘About’ section, posts shared, as well as photos and videos.


Google+ Local can help improve a company’s overall visibility. If a company is looking to drive more traffic by increasing its visibility (which many are of course), then Google+ Local can help as it offers personalised search results based on Google+ connections.  For example, if a customer who has added your company to their Google+ circle then searches for a product/service similar to what your company offers, your business will appear higher in the search results. Therefore it is very important to work on increasing a business’ followers and connections by sharing updates and relevant information with them.

So What Should You Do?

It’s important for any business to set up a Google Places page; this allows businesses to create their own local listing in Google and it means when someone is typing in that company name and location in Google, the business will appear in Google Maps. Once the Google Places page has been set up, it needs to be validated by postcard or via phone to show there is a business at that address.  It is best to use the business email address when setting up Google Places and once this has been verified, set up a Google+ Local Page. When the business has this set up and it has been verified, they can start engaging with their customers, sharing posts and photos.

Google Maps and Google+ Local are great platforms to use to help build brand awareness, traffic and sales to a business. Make this one New Year resolution you will keep and set up these two accounts in January without fail!

Having trouble setting up your Google+ Local page? Why not get in touch with our team to find out how we can help? Comment below if you have experience using Google Places and Google+ Local.

If you want to find out more about the benefits of using Google+ for business, watch this video created by Salford Business School’s MOOC and Fast Web Media.

5 Reasons to Use Outbrain in 2015

small-blog-imageIf you haven’t heard of Outbrain yet, here’s what you need to know. Outbrain is a “content discovery platform”, partnering with publishers in over 55 countries. It’s a relatively cheap way to promote content, whether it sits on a blog or within a website. The headline of the article (and sometimes image) appears in the “you may also like” section of news sites. Users pay on a cost-per-click basis, not impressions, therefore it’s relatively easy to see if a headline has generated a lot of views but no clicks.

How it works

When setting a campaign live, place a maximum daily budget, cost per click, and select which countries to target. There is no functionality to add keywords as in PPC, but Outbrain does allow you to add different headline variations. It’s important to ensure there is UTM tracking on each headline so you can clearly analyse which one drove the most traffic using Google Analytics.

We used Outbrain for the first time late last year and want to share with you the 5 reasons we recommend using this platform as part of your content marketing campaign in 2015. So here goes:

1) Amplify content

We used Outbrain for the first time to promote our own blog post about Tumblr to see if it would increase its visibility.

outbrain-blog post imageOur first trial of Outbrain went swimmingly and resulted in some great stats. The campaign generated:

  • 199 clicks
  • 773,166 impressions

This was all for just £54! We wanted to find out the impact Outbrain had and therefore looked at our analytics. From analysing the data, looking at the traffic report for Sept 3 – Sept 10 and comparing against 8 days prior, we saw the following increase:

  • 37.19% increase in Sessions
  • 44.63% increase in users
  • 53.72% increase in new users
  • 16.05% increase in referral traffic
  • Outbrain referral channel sent 195 clicks
  • 20,700% increase in traffic to the landing page we promoted!

We didn’t keep the campaign running long enough to have a conclusion on the titles that worked the best and if having an image increased CTR. However, we did have a 0.05% CTR for the Titles “5 Surprising Things You Never Knew About Tumblr” and “5 Things You Never Knew About Tumblr”. The original title “Tumblr: Aren’t you missing an ‘e’?” only had a CTR of 0.03%.

2) Promote a blog

Launching a blog takes a lot of work, not just building and designing the site, but generating ideas and writing content. Posts need to be unique and original and most of all, attract the readers’ attention. However, it can be difficult to drive lots of traffic as soon as the site goes live, so one way to promote a new blog is to use Outbrain to push out key blog posts. One of our clients launched a blog just before the holiday season; therefore we used Outbrain to ensure the blog posts were being promoted and traffic driven to the blog.

The Outbrain campaign ran for five days in total and we spent a maximum of £100, splitting our budget to £20 per day. We saw some great results!

  • 294 clicks
  • 248,681 impressions
  • CTR =12%
  • CPC = 34p a click

Outbrain has a minimum budget of £10 per day, but we set ours to £20 for this campaign. It was a very efficient and cost effective way of driving traffic to the blog.

3) Drive More Engaged Traffic

As shown in the previous example, promoting content via Outbrain is one way to drive more traffic to the site. In the case of some of our clients, the visitors who came to the site via Outbrain were more engaged. They spent longer on the site than the average. These users also viewed more pages, per session. When we ran Outbrain promoting the Fast Web Media blog post, we saw a 44.63% increase in users. If we split the total amount spent on Outbrain by the number of extra visitors we drove to the blog, it works out to be 25 pence per visitor, which is very economical indeed!

4) Attract new users

Outbrain helps promote content to new users and to new channels for a fraction of the cost it would be to place an advert on some of these sites. Some of the news and publisher sites that showed our clients’ content include PC Advisor, TechGeekBox, Android Authority, Venture Beat, The Guardian, Sport Network, UK Yahoo News, ESPN, CNN, Fox News, and Bauer Media. When we ran Outbrain promoting the Fast Web Media blog post, we saw a 53.72% increase in new users because these visitors were coming from these publishing sites and media sites who may not be aware of the Fast Web Media blog.

5) Test headlines

Headlines are an important element in content marketing; if the non-marketers in the team are not convinced of this, Outbrain will clearly show the importance of spending time to create a unique, clear, and attention-grabbing headline.

Neil Patel stated that 8 out of 10 people will read the headline copy and when we ran Outbrain for one of our campaigns, this theory was proven correct.  Sometimes when uploading your blog post to Outbrain, it will set an alternative title for you. When working with our client, we found this alternative headline generated all the clicks for the designated article.

Use negative words and numbers in your headline, for example “Amazon loses 50% of its Online Sales”. We found the negative headlines performed better than the positive ones. Creative writers may want to come up with a title that is long and ambiguous, however, we found these headlines generated just impressions and not clicks. When we changed the headline, the shorter and clearer headlines with adjectives like ‘essential’, ‘incredible’, and ‘unique’, generated clicks.


Outbrain is a great platform to use with clients who have a blog or have content on their site that needs more visibility. It is a cheap and efficient way to promote content and generate clicks, thereby showing clients a clear ROI. In this way it is a step towards clearly showing the impact content has on a website (for those clients that may not be 100% on board with content marketing).

It is also a great tool to use to test out different headlines. Many people in marketing are aware of the significance of headlines with their articles, but sometimes it can be difficult to persuade others of its importance, especially those coming from a more traditional press background. A good way to see which headline performs the best is to allow the campaign to run for 2 – 3 days and analyse the results. If the campaign has not generated any clicks, it shows people may not be interested in the article and the headline may need to be amended.


What about you? Have you used Outbrain to amplify your content marketing strategy? Let us know in the comments below.

If you’re looking for other ways to amplify your content marketing strategy, why not try Reddit? Read our case study, simply click on the image below


FWM’s Top 10 Digital Trends for 2015 #2: How to Write Right

content-marketing-social-media-fastwebmedia-smallHere’s a video of a Chihuahua chasing bubbles in slow motion.

Here’s a mock George Lucas Special Edition of the Star Wars: The Force Awakens trailer

Here are some cool mugs that Buzzfeed reckons “you need to drink out of right now”.

What have these topics got in common? They’re all powerful examples of great online content. Engaging, easy to digest, and deeply social, these pieces have racked up over 600,000 shares between them and will probably continue attracting shares and views for many months, if not years, to come.

The ‘secret sauce’ of these pieces is hardly a secret any more. In the years since Buzzfeed first LOL’ed its way onto the internet, online content has changed significantly. Consumers are not just looking for enlightenment anymore; they want entertainment, and they want it quickly and easily. It’s become a very simple equation:

Demand + ease (x entertainment)

Nothing lasts forever though, especially not online, and in 2015 it’s likely we’ll see the content landscape change again as readers start seeing through such formulaic content, and Google legislates against it. The first to go may well be the syndicated content you see at the bottom of articles recommending similar articles for readers. In theory useful, these pieces have devolved into cynical clickbait and their stock will only continue to fall in 2015.

Headlines too will come under scrutiny. Howls of “You won’t believe what Celebrity X said about Celebrity Y!” could become a thing of the past next year. Such headlines are formula and formula can be detected, analysed, and ignored, both by search engines and humans. That ‘demand + ease (x entertainment)’ equation is a good start, but it’ll only get you so far.

Buzzfeed has recognised this and in 2014 started creating long-form content to accompany its short-form pieces. There’s no particular demand for content like this, it’s not entertaining in the way Buzzfeed has become known for, and its length means it’s hardly easy to read. So what’s the secret?

“[It’s the] human factor, tugging on the heartstrings,” creative director Philip Byrne told The Drum earlier this year. “Nostalgia is a huge driver. As everyone knows, there are dozens and dozens of nostalgia pages on Facebook – I remember the 90s or I remember the 80s. Nostalgia is like giving people a sort of perspective on their own past through sharing; things that reflect the person you are and the person you want to be seen to be by your friends. It’s part of the story you’re telling about yourself through your social presence.”

Emotion and social value come into the picture then, and it’s no surprise that 75% of Buzzfeed’s monthly traffic comes from social sites.  But that doesn’t mean that social is the key to good content. Buzzfeed’s success comes from the integrated way it approaches site and social; its social feed is a content platform and its site is a social platform. It’s not about mastering both; it’s about mastering the link between both.

As this link becomes more important, alternate social networks will see a rise in their significance. Reddit and Tumblr, as discussed in our previous blog posts, have both enjoyed huge gains in 2014, and Instagram remains a key player too. With Yahoo owning Tumblr and Facebook at the helm of Instagram, it’s unthinkable that one or both wouldn’t undergo some serious monetisation efforts in 2015. Tumblr at least, with its 98 billion posts, is low hanging fruit ripe for plucking.

The final piece of the puzzle is analysis. Working out what your readers are responding to is nothing new of course – we here at FWM have been analysing data for years – but as content develops it takes on an even greater significance. Drawing insights from your content will help the content itself, improve tone of voice on social, and hone search strategy. It’s a holistic, integrated approach and when you put the three together and you have a new equation for 2015: Demand + Ease (x Entertainment) is both outdated and ineffective. Instead, think about:

Site + Social (x Search)


Wondering what is the next trend for 2015? Click below to find out more:


Attribution Marketing: Success Through Transparency

‘’Half of my adverting spend is wasted. The worst part is, I don’t know which half’’

Does this sound familiar? Have you ever wondered where you are spending your advertising budget? Are you following the trends and using the latest ‘best thing’ in marketing? Or are you combining the most influential touch points in conversion and winning in sales? It’s clear that the last option is best. The question is: how to distribute your budget using the best marketing strategy for business?

Cue data.


In the digital age, everything should be measurable, from consumer behaviour to the performance of advertisements. This means transparency in advertising spending is approaching unprecedented levels, and the expectation of accountability and proven ROI is coming to the forefront of marketing departments.

The first step when it comes to capturing the client is to understand how the sale is made. The customer purchase funnel allows you to clearly see and highlight areas in order to improve your conversion rate.

Online marketing is the process of driving traffic to your website and encouraging your prospects to convert.  One of the possible ways to strengthen that is to use the  attribution model which is a rule, or combination of rules, that decides the value of every touch point in a conversion path. However, which touch points are the most influential when it comes to making a sale?

Types of interaction

There are 4 main kinds of interaction which make up a common conversion path: direct, organic, paid advertising and referral.


A direct interaction is recorded when a user types your URL into the address bar on the browser and visits the site without engaging in any other online marketing channel.


You can reach organic interaction via a well-planned SEO campaign and ranking for specific keywords in your industry.

Paid advertising

Search engines also offer listings in various areas of the page which can be paid for by customers on a cost-per-click basis. They drive traffic to the site and well optimised campaigns can bring huge success.


While the most common kinds of non-direct traffic are the kinds that come from search engines, conversions can also derive from referral traffic. A referral link is any link to your site from another website or an article online.

Types of attribution model


So what exactly constitutes the attribution model? There are 4 main kinds of interaction which make up a common conversion path: direct, organic, paid advertising and referral.

Last Touch

attribution imageThe Last Touch Attribution Model is the default Analytics setting. This method assigns 100% of the value of the conversion to the last method by which a user arrived at the site. This is the simplest way to establish the value, but it doesn’t give credit to any other touch points, particularly the first.

First Touch

Many marketers prefer to credit the first touch point on the conversion path.  First Touch attribution gives 100% of the credit to the start of the journey. Remember, the customer purchase funnel? First touch is important, because without it there may not have been subsequent contact or a conversion! The look back window is increasing from 30 days to 90 days according to this post by Justin Cutroni at Google. This increases the likelihood that “first touch” is the actual “first touch”.  However, when it comes to dividing your budget, don’t rely only on this step as you need to lead your customer through the whole purchase journey!

Position Based

This popular method assigns some value to every touch point but gives greater value to the first and the last.

Time Decay

This model gives increased value to each step of the customer journey. The core premise of the time decay model is this: The media touch point closest to conversion gets most of the credit, and the touch point prior to that will get less credit based on a smart and simple algorithm.

How can you decide which path is the best for your business?  The best way to find the most beneficial route is to use data and testing. Testing will showcase the opportunities and results you might not even have thought about before.  Ask yourself:

What type of user behaviour do you value?

  • Is there an optimal conversion window you are solving for?
  • What does the repeat purchase behaviour look like historically?
  • Are there any micro-conversions defined with engagement type goals, tied to the economic value?
  • Are offline conversions being sent back into GA using Universal Analytics?


Attribution marketing is a great way to test various logical scenarios for weighting credit to channels very quickly and compare the results side-by-side. The possibilities are endless so start experimenting!

What are your thoughts on attribution marketing? Let us know in the comments below or by tweeting @FastWebMedia.


Read more about building custom attribution models in our Top 10 Digital Trends for 2015, simply click on the image below: