It’s widely accepted that the internet has enabled changes in buyer behaviors which have disrupted traditional marketing and sales approaches. The exploding universe of sales and MarTech software tools has enabled methodologies like inbound marketing. It’s allowed companies to deliver better experiences to prospects and buyers, but it’s also often created internal friction.
As an inbound marketer today, you’ve likely ensured your company has a website, a blog, an email list, some social media accounts — you know, the basics. You’ve probably also built a dedicated, loyal base of readers, subscribers, and followers, but if you’re not also pitching your content to editors of external publications and earning outside media, you’re really only communicating with people who are already familiar with your brand.
A recent report from BuzzSumo showed that the average number of shares on a piece of content has halved over the last couple of years and median number of links out of 100 million articles researched was 0. If you don’t get shares, it’s unlikely people will see your content on social media channels. If you don't get links, it’s going to be very difficult to rank on Google. And frankly, if you don’t have either -- is anyone ever going to see your content?
ToTheWeb.com's Rosemary Brisco was arguing with some clients about whether subdomains or subfolders are superior for SEO ranking. Her clients were somewhat knowledgeable about SEO and heard some alarming things about the 'subdomain vs. subfolder debate' -- which has become an even more important one in 2018’s technical SEO environment.