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Eurowings spart sich das BVB-Sponsoring #Management #Marketing #Fluggesellschaften #Eurowings
 
Flughafen Bremen findet Betreiber für Bremenhalle #Bremen #Kurzmeldung #Infrastruktur #Marketing #Management
 
Ryanair seit 20 Jahren in Deutschland #Management #Ryanair #Hahn #Marketing #Verkehr #Netzwerkplanung #Fluggesellschaften #Lesetipp
 
Der Luftverkehr am Klima-Pranger #Topnews #Management #Marketing #Fluggesellschaften #Rahmenbedingungen #Umwelt
 
Der Münz-Digitalisierer vom Flughafen Osaka #Technik #Flughäfen #DigitalPassenger #Marketing #IT #Topnews
 
Sundair bereitet sich auf zwei weitere A319 vor #Sundair #Fluggesellschaften #Marketing #Strategie #Bestellungen&Auslieferungen #Wirtschaft #Verkehr #Netzwerkplanung #Topnews
 
Condor mit neuer "Hans" in 60er-Jahre-Livery #Condor #Fluggesellschaften #Marketing #Management
 
Fluggesellschaften werben verstärkt um Reisende in Deutschland #Topnews #Wirtschaft #Management #Marketing #Fluggesellschaften
 

A Bug in Apple’s Latest Marketing Campaign


HN Discussion: https://news.ycombinator.com/item?id=19670024
Posted by soheilpro (karma: 515)
Post stats: Points: 120 - Comments: 63 - 2019-04-16T00:20:50Z

\#HackerNews #apples #bug #campaign #latest #marketing
HackerNewsBot debug: Calculated post rank: 101 - Loop: 114 - Rank min: 100 - Author rank: 59
The Bug in Apple’s Latest Marketing Campaign
 
Bundeskartellamt warnt vor Vergleichsportalen #Topnews #Marketing #Management #Fluggesellschaften #Tourismus #Recht #Rahmenbedingungen #Politik
 

How do startups get their content marketing to work?


Even the best growth marketers fail to get content marketing to work. Many are unwittingly using tactics from 4 years ago that no longer work today.
Article word count: 1629

HN Discussion: https://news.ycombinator.com/item?id=19661475
Posted by middle1 (karma: 1803)
Post stats: Points: 151 - Comments: 56 - 2019-04-14T20:23:25Z

\#HackerNews #content #get #how #marketing #startups #their #work
Article content:

Bild/Foto

[Editor’s note: this is a free example of a series of articles we’re publishing by top experts who have cutting-edge startup advice to offer, over on [1]Extra Crunch. Get in touch at ec_columns@techcrunch.com if you [2]have ideas to share.]

Even the best growth marketers fail to get content marketing to work. Many are unwittingly using tactics from 4 years ago that no longer work today.

This post cuts through the noise by sharing real-world data behind some of the biggest SEO successes this year.

It studies the content marketing performance of clients with [3]Growth Machine and [4]Bell Curve (my company) — two marketing agencies who have helped grow Perfect Keto, Tovala, Framer, Crowd Cow, Imperfect Produce, and over a hundred others.

What content do their clients write about, how do they optimize that content to rank well (SEO), and how do they convert their readers into customers?

You’re about to see how most startups manage their blogs the wrong way.

Reference [5]CupAndLeaf.com as we go along. Their tactics for [6]hitting 150,000 monthly visitors will be explored.

Write fewer, more in-depth articles

In the past, Google wasn’t skilled at identifying and promoting high quality articles. Their algorithms were tricked by low-value, “content farm” posts.

That is no longer the case.

Today, Google is getting close to delivering on its [7]original mission statement: “To organize the world’s information and make it universally accessible and useful.” In other words, they now reliably identify high quality articles. How? By monitoring engagement signals: Google can detect when a visitor hits the Back button in their browser. This signals that the reader quickly bounced from the article after they clicked to read it.

If this occurs frequently for an article, Google ranks that article lower. It deems it low quality.

For example, below is a screenshot of the (old) Google Webmaster Tools interface. It visualizes this quality assessment process: It shows a blog post with the potential to rank for the keyword “design packaging ideas.” Google initially ranked it at position 25.

However, since readers weren’t engaging with the content as time went on, Google incrementally ranked the article lower — until it completely fell off the results page:

The lesson? Your objective is to write high quality articles that keep readers engaged. Almost everything else is noise.

In studying our clients, we’ve identified four rules for writing engaging posts.
  • Write articles for queries that actually prioritize articles.
    Not all search queries are best served by articles.

    Below, examine the results for “[8]personalized skincare:”

    Notice that Google is prioritizing quizzes. Not articles.

    So if you don’t perform a check like this before writing an article on “personalized skincare,” there’s a good chance you’re wasting your time. Because, for some queries, Google has begun prioritizing local recommendations, videos, quizzes, or other types of results that aren’t articles.

    Sanity check this before you sit down to write.
  • Write titles that accurately depict what readers get from the content.
    Are incoming readers looking to buy a product? Then be sure to show them product links.

    Or, were they looking for a recipe? Provide that.

    Make your content deliver on what your titles imply a reader will see. Otherwise, readers bounce. Google will then notice the accumulating bounces, and you’ll be penalized.
  • Write articles that conclude the searcher’s experience.
    Your objective is to be the last site a visitor visits in their search journey.

    Meaning, if they read your post then don’t look at other Google result, Google infers that your post gave the searcher what they were looking for. And that’s Google’s prime directive: get searchers to their destination through the shortest path possible.

    The two-part trick for concluding the searcher’s journey is to:

    Go sufficiently in-depth to cover all the subtopics they could be looking for.

    Link to related posts that may cover the tangential topics they seek.

    This is what we use [9]Clearscope for — it ensures we don’t miss critical subtopics that help our posts rank:
  • Write in-depth yet concise content.
    In 2019, what do most of the top-ranked blogs have in common?

    They skip filler introductions, keep their paragraphs short, and get to the point.

    And, to make navigation seamless, they employ a “table of contents” experience:

    Be like them, and get out of the reader’s way. All our best-performing blogs do this.

    Check out more articles by Julian Shapiro over on Extra Crunch, including “[10]What’s the cost of buying users from Facebook and 13 other ad networks?” and “[11]Which types of startups are most often profitable?”
Prioritize engagement over backlinks

In going through our data, the second major learning was about “backlinks”, which is marketing jargon for a link to your site from someone else’s.

Four years ago, the SEO community was focused on backlinks and Domain Ranking (DR) — an indication of how many quality sites link to yours (scored from 0 to 100). At the time, they were right to be concerned about backlinks.

Today, our data reveals that backlinks don’t matter as much as they used to. They certainly help, but you need great content behind them.

Most content marketers haven’t caught up to this.

Here’s a screenshot showing how small publishers can beat out large behemoths today — with very little Domain Ranking:

The implication is that, even without backlinks, Google is still happy to rank you highly. Consider this: They don’t need your site to be linked from TechCrunch for their algorithm to determine whether visitors are engaged on your site.

Remember: Google has Google Analytics, Google Search, Google Ads, and Google Chrome data to monitor how searchers engage with your site. Believe me, if they want to find out whether your content is engaging, they can find a way. They don’t need backlinks to tell them.

This is not to say that backlinks are useless.

Our data shows they still provide value, just much less. Notably, they get your pages “considered” by Google sooner: If you have backlinks from authoritative and relevant sites, Google will have the confidence to send test traffic to your pages in perhaps a few weeks instead of in a few months.

Here’s what I mean by “test traffic:” In the weeks after publishing your post, Google notices them then experimentally surfaces them at the top of related search terms. They then monitor whether searchers engage with the content (i.e. don’t quickly hit their Back button). If the engagement is engaging, they’ll increasingly surface your articles. And increase your rankings over time.

Having good backlinks can cut this process down from months to a few weeks.

Prioritize conversion over volume

Engagement isn’t your end goal. It’s the precursor to what ultimately matters: getting a signup, subscribe, or purchase. (Marketers call this your “conversion event.”) Visitors can take a few paths to your conversion event:

Short: They read the initial post then immediately convert.

Medium: They read the initial post plus a few more before eventually converting.

Long (most common): They subscribe to your newsletter and/or return later.

To increase the ratio at which readers take the short and medium paths, optimize your blog posts’ copy, design, and calls to action. We’ve identified two rules for doing this.
  • Naturally segue to your pitch
    Our data shows you should not pitch your product until the back half of your post.

    Why? Pitching yourself in the intro can taint the authenticity of your article.

    Also, the further a reader gets into a good article, the more familiarity and trust they’ll accrue for your brand, which means they’re less likely to ignore your pitch once they encounter it.
  • Don’t make your pitch look like an ad
    Most blogs make their product pitches look like big, show-stopping banner ads.

    Our data shows this visual fanfare is reflexively ignored by readers.

    Instead, plug your product using a normal text link — styled no differently than any other link in your post. [12]Woodpath, a health blog with Amazon products to pitch, does this well.
Think in funnels, not in pageviews

Finally, our best-performing clients focus less on their Google Analytics data and more on their readers’ full journeys: They encourage readers to provide their email so they can follow up with a series of “drip” emails. Ideally, these build trust in the brand and get visitors to eventually convert.

They “retarget” readers with ads. This entails pitching them with ads for the products that are most relevant to the topics they read on the blog. (Facebook and Instagram provide the granular control necessary to segment traffic like this.) You can read my [13]growth marketing handbook to learn more about running retargeting ads well.

Here’s why retargeting is high-leverage: In running Facebook and Instagram ads for over a hundred startups, we’ve found that the cost of a retargeting purchase is one third the cost of a purchase from ads shown to people who haven’t yet been to our site.

Our data shows that clients who earn nothing from their blog traffic can sometimes earn thousands by simply retargeting ads to their readers.

Recap

It’s possible for a blog with 50,000 monthly visitors to earn nothing.

So, prioritize visitor engagement over volume: Make your hero metrics your revenue per visitor and your total revenue. That’ll keep your eye on the intermediary goals that matter: Attracting visitors with an intent to convert

Keeping those visitors engaged on the site

Then compelling them to convert

In short, your goal is to help Google do its job: Get readers where they need to go with the least amount of friction in their way.

Be sure to check out more articles from [14]Julian Shapiro over on [15]Extra Crunch, and get in touch with the Extra Crunch editors if you have cutting-edge startup advice to share with our subscribers, at ec_columns@techcrunch.com.

References

Visible links
1. https://techcrunch.com/extracrunch/
2. https://techcrunch.com/2019/04/01/techcrunch-extra-crunch-is-looking-for-great-startup-guest-authors/
3. https://www.growthmachine.com/
4. https://www.bellcurve.com/
5. https://www.cupandleaf.com/blog
6. https://www.alexa.com/siteinfo/cupandleaf.com
7. https://www.google.com/search/howsearchworks/mission/
8. https://www.google.com/search?q=personalized+skincare
9. https://www.clearscope.io/
10. https://techcrunch.com/2019/03/22/extra-crunch-whats-the-cost-of-buying-users-from-facebook-and-the-other-ad-networks/
11. https://techcrunch.com/2019/03/08/which-types-of-startups-are-most-often-profitable/
12. https://www.woodpath.com/guide/a-complete-guide-to-the-sibo-diet
13. https://www.julian.com/guide/growth/intro
14. https://techcrunch.com/author/julian-shapiro/
15. https://techcrunch.com/extracrunch/

HackerNewsBot debug: Calculated post rank: 119 - Loop: 165 - Rank min: 100 - Author rank: 163
How do startups actually get their content marketing to work?
 
https://invidio.us/watch?v=u9FN0eWzs8Y
Shared April 11, 2019

CNN, FOX not yet sure if it’s better for their team to love or hate Assange.
Assange + Trump more likely to make a deal than any other POTUS What does Assange know, that nobody else knows? Assange previously offered juicy info that benefits Trump.
Legal ploy and no jail time for Assange, in exchange for info?
#ScottAdams #Marketing #Politics #Assange

Always interesting to see Scott Adams' take on things. The Russophobes will keep squawking "Russia Russia Russia", and their devoted listeners will echo. Scott is curious as to how CNN and Fox will subdivide this new bit of political real estate. My guess is they will both take the side of the Deep State, and try to censor anyone who disagrees. But Adams is correct about one thing -- the world awaits Trump's pronouncement with bated breath.
(or baited breath, if they've tried the calamari)
 
Wenn die "Beste Airline Frankfurts" im Ranking fehlt #Lufthansa #Marketing #Management #DieBorn-Ansage #Fluggesellschaften #Frankfurt
 
Aero in Friedrichshafen setzt auf Geschäftsluftfahrt #Friedrichshafen #Kurzmeldung #Marketing #Management #Industrie #BusinessAviation #AeroFriedrichshafen
 


Das Handelsgericht in Wien hat die No-Show-Klauseln der Brussels Airline für unzulässig erklärt. Wie der klagende Verbraucherschutzverein VKI mitteilte ging es dabei um die Stornierbarkeit von Rückflügen bei nicht angetretenen Hinflügen sowie die Herausgabe von Gepäck. Das Urteil ist noch nicht rechtskräftig #Management #Marketing #Kurzmeldung #Rahmenbedingungen #Recht #BrusselsAirlines
 


Der Hamburger Flughafen bekommt als erster Airport einen Stadtrad-Anschluss. Die neue Leihstation werde am kommenden Mittwoch eröffnet, teilten Verkehrsbehörde und Flughafen am Montag mit. Es sei die bundesweit erste Einrichtung des Betreibers Deutsche Bahn Connect dieser Art an einem Flughafen. #Bahn #DeutscheBahn #Hamburg #Kurzmeldung #Flughäfen #Marketing #Management
 
Umfrage: Influencer werden immer wichtiger für die Werbung #Influencer #Marketing
 


Die Schaeffler Gruppe stellt ihren globalen Außenauftritt weltweit auf die Unternehmensmarke Schaeffler um. Aus der FAG Aerospace GmbH & Co. KG wird daher die Schaeffler Aerospace Germany GmbH & Co. KG. Diese fertigt Komponenten für Triebwerke von Flugzeugen, Hubschraubern sowie der europäischen Trägerrakete Ariane. #Kurzmeldung #Industrie #Produktion #Technik #Marketing #Management
 
"You had to celebrate an ancient Nazarene zombie who came back from the dead because somehow that made our sins go away for a little while, just as long as you turned up each week to drink zombie blood and eat zombie body in some kind of pretend cannibal ritual. The weirdest thing about it was that I thought it was perfectly normal. That’s how you avoided being a sinner."

https://caitlinjohnstone.com/2019/04/03/sin-is-a-made-up-religious-marketing-scheme/

#Catholic #atheist #marketing
 
Tuifly verkürzt Online-Check-in für Gäste ohne Platzreservierung #Check-In #Kurzmeldung #Tuifly #Fluggesellschaften #Marketing
 


In Genf können Passagiere der Swiss jetzt einen Shuttle-Service dazu buchen. Das Angebot funktioniert nach dem Sammeltaxi-Prinzip. Der erste Fahrgast zahlt 50 Franken, weitere nur noch sechs. Hinzu kommt eine Kilometerpauschale. Insgesamt passen bis zu 16 Passgiere in die Kleinbusse. #Genf #Swiss #Kurzmeldung #Fluggesellschaften #Marketing #Management
 
Lufthansa und Eurowings wollen Handgepäckregeln schärfer kontrollieren #Eurowings #Lufthansa #PassengerExperience #Marketing #Management #Fluggesellschaften #Topnews
 
Airbus-Chef Enders: Boeing-Absturz beschädigt vor allem US-Luftfahrtbehörde FAA #Airbus #Boeing #FAA #Industrie #Recht #Rahmenbedingungen #Marketing #Management #F&E #Technik
 
Wer billig fliegt erwartet auch wenig #Marketing #Management #Fluggesellschaften #Topnews
 
Streit um ILA-Finanzierung geht in entscheidende Phase #Topnews #BDLI #Industrie #Management #Marketing #Wirtschaft #Kapitalmarkt #Rahmenbedingungen #Politik #ILA
 


Am Flughafen Frankfurt können Besitzer von vermissten Gegenständen jetzt online eine Verlustmeldung beim Fundbüro einreichen. Das teilte Fraport mit. Im Idealfall erscheine der gesuchte Gegenstand dann sogar schon in der Datenbank. #Frankfurt #Management #Marketing #Flughäfen #Kurzmeldung
 
"Unsere Holding-Struktur ist eine pfiffige Lösung" #Topnews #Marketing #Management #Strategie #Flughäfen #Rahmenbedingungen #Politik #Interview #MitteldeutscheFlughafenAG
 
Schweizer Germania wird nicht Air Prishtina #Germania #Kurzmeldung #Fluggesellschaften #Marketing #Management
 
VIP-Service am Flughafen Wien mit neuer Mercedes-Flotte #Service #Wien #Flughäfen #Kurzmeldung #Marketing #Management
 
"Es wäre schade gewesen, wenn es keine Reaktion gegeben hätte" #Topnews #Lufthansa #Marketing #Management #Strategie #Fluggesellschaften #Interview
 
Lauda Motion heißt nur noch Lauda #Kurzmeldung #Fluggesellschaften #Management #Marketing #LaudaMotion
 


Lufthansa wird zum ersten Mal alle Markting-Aktivitäten bei einer Agentur bündeln. Künftig ist die Digitalagentur Syzygy für die Strategie, Konzeption und Design für die Marken Lufthansa, Swiss und Austrian Airlines verantwortlich, teilte der Kranich mit. Zudem wird die Agentur auch bei redaktionellen Inhalten unterstützen. #Lufthansa #Marketing #Kurzmeldung #Management #Strategie #AustrianAirlines #Swiss
 
Sun Express führt Kindermenüs ein #Kurzmeldung #Management #Marketing #Fluggesellschaften #SunExpress
 
British Airways stellt Business-Class-Suiten für A350 vor #BritishAirways #Business-Class #Kurzmeldung #Marketing #Management
 
Neue Dienstkleidung am Münchner Flughafen #Kurzmeldung #Flughäfen #München #Marketing #Management
 


Swiss hat angekündigt, ab 2021 ihre Langstreckenflotte mit einer Premium Economy Class auszustatten. Laut einer Meldung werden die 24 Sitzplätze der neuen Klasse zunächst auf Maschinen vom Typ Boeing 777-300ER eingebaut. Mittelfristig soll die neue Buchungsklasse auf die gesamte Langstreckenflotte ausgeweitet werden. #Swiss #Fluggesellschaften #Management #Strategie #Marketing
 
Ryanair-Ferienflieger "Sun" wird zu "Buzz" #Fluggesellschaften #Management #Marketing #Buzz #RyanairSun #Ryanair #Kurzmeldung
 
Diskussionen um Eurowings-Langstreckenstrategie #Eurowings #Frankfurt #Wirtschaft #Strategie #Management #Marketing #Fluggesellschaften #Topnews
 


Eurowings will den "Best"-Tarif auf der Langstrecke umbenennen. Man werde das Produkt durch eine Premium Economy ersetzen, sagte Eurowings-Geschäftsführer Oliver Wagner der "Touristik Aktuell". #Management #Marketing #Fluggesellschaften #Eurowings #Kurzmeldung
 
Eurowings geht Partnerschaft mit Flixbus ein #Eurowings #Flixbus #Kurzmeldung #Fluggesellschaften #Marketing
 


Swiss hat den ersten vollständig überholten A340-300 wieder im Linienverkehr. Die Maschine wurde mit einer komplett neuen 3-Klassen-Kabinenaustattung nach Tokio geschickt. Bis zum Sommer werden den Angaben nach vier weitere A340 erneuert. #Marketing #Swiss #Kurzmeldung #Fluggesellschaften #MRO #Technik
 


Kunden von Kiwi.com können ab sofort Umsteigeverbindungen zwischen unterschiedlichen Fluggesellschaften am Flughafen Köln/Bonn buchen. Das Umsteigerisiko übernimmt beim "Virtual Interlinings" die Buchungsplattform, wie der Flughafen mitteilte. Das Angebot gibt es auch auf der Flughafen-Webseite. #Marketing #Management #IT #Technik #Tourismus #Fluggesellschaften #Köln-Bonn #Passagiere
 


Bei Ryanair können Fluggäste jetzt freiwillig bei der Buchung einen Beitrag zum Klima- und Umweltschutz leisten. Die Billigairline erwarte rund eine Million Euro an Spenden pro Jahr, sagte Marketingchef Kenny Jacobs auf der ITB. #Ryanair #Umwelt #Rahmenbedingungen #Marketing #Management #Fluggesellschaften #Kurzmeldung
 
Lufthansa schickt Eurowings auf die Vollcharter-Langstrecke #Eurowings #Lufthansa #Marketing #Management #Netzwerkplanung #Verkehr #Tourismus #Fluggesellschaften #Topnews
 
United fliegt mit neuer Premium-Economy nach Frankfurt #Frankfurt #UnitedAirlines #Kurzmeldung #Marketing #Management
 
Qatar Airways präsentiert neues Economy-Class-Produkt #QatarAirways #Economy-Class #Kurzmeldung #Marketing #Management #Fluggesellschaften
 
Umweltschützer fordern Verzicht auf Flugreisen #Management #Marketing #Rahmenbedingungen #Fluggesellschaften #Umwelt
 


Swiss hat angekündigt, die Gebühren für die Sitzplatzreservierungen auf Langstreckenflügen zu erhöhen. Ab dem 19. März kosten die Sitzplätze auf sämtlichen Interkontinental-Verbindungen (ausser Kairo) fünf Franken mehr (circa 4,40 Euro), bestätigte ein Swiss-Sprecher gegenüber airliners.de. Die Gebühren auf Europaflügen bleiben konstant. #Management #Marketing #Fluggesellschaften #Kurzmeldung #Swiss
 
Streit um Gebühren für Frachtanlieferung in Frankfurt geht weiter #Topnews #Management #Marketing #Wirtschaft #Rahmenbedingungen #Flughäfen #Luftfracht #Frankfurt
 
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