content marketing Archives - acronym

ChatGPT: Friend or Foe?

By AI, Content Marketing, Machine Learning, SEO

By now, we have all heard about ChatGPT, which is a chatbot launched by OpenAI in November 2022 that uses natural language processing driven by AI technology to engage in human-like conversations and create various forms of human-like content.

Currently, ChatGPT can answer questions, create FAQs and answers, compose blog posts, research papers, content briefs, outlines, articles, and even write code, to name a few uses of this tool.

ChatGPT is currently free and open to the public because OpenAI, the creator of ChatGPT, is collecting research and feedback and wants to see how it will be adopted.

Sam Altman, OpenAI’s chief, said on Twitter that ChatGPT had more than one million users in its first five days after launching and that the content is so good, sometimes it is indistinguishable from human-crafted prose.

With ChatGPT being very good and capable of creating great content, would it replace human writers, and should your brand create AI content for PPC, SEO and Social? 

Let’s find out.   

ChatGPTs potential use cases for SEO

With ChatGPT, marketers can perform SEO tasks faster, easier, and more efficiently. ChatGPT will not replace the need for SEO managers and leaders; however, as the models get better trained, Search marketers can optimize and create content quicker and be more efficient, which may require fewer resources. ChatGPT does have a lot of positives that can help SEOs do the following:


  • Generate meta descriptions and title tags at scale.
  • Create image captions, generate robots’ files and code.
  • Create high quality content, including articles, blogs, FAQs and answers.
  • Generate a list of relevant keywords for a topic, which can help with on-page optimization.
  • Summarize content of a webpage or article which will improve content quality and readability.
  • Solve writer’s block. Sometimes it can take a human time to think of new ideas and topics for content creation. ChatGPT can help streamline the ideation process and provide ideas or even draft the content.        


While ChatGPT is ridiculously good and can generate human-like copy, it is not capable of understanding the nuances and subtleties of the human language the way that we do. For example,   

  • ChatGPT’s content needs to be fact checked and edited because it is not 100% perfect or current.
  • ChatGPT is trained on text and not user inputs, so it won’t always respond well to dynamic user inputs.
  • The content needs to be checked for grammar. While the current model is testing well, and it will continue to get better overtime, the grammar is not always correct.
  • If anyone asks the same question, they will get the same response, therefore content is not original and will still require a human to add that originality.
  • ChatGPT does not state the source of the content and there are no built-in plagiarism tools to detect content that is not original.  
  • The results are sometimes inaccurate and could lead to misinformation or safety issues.  

Should I create all my content using ChatGPT rather than human writers?

With ChatGPT being so good, you may ask yourself should I use it to create content instead of relying on human writers?

The answer is you can use both – if you do it the right way.

If you utilize ChatGPT and other AI content generation tools as your primary source of creating content, then you may want to do it with caution.

Google stance on automated content

Google stated that content generated using AI writing tools is against Google’s Webmaster Guidelines. In other words, Google views automated content as spam, which could trigger a manual penalty.

With Google’s helpful content update, content should be useful to end users. If you’re using AI-generated content that is not helpful and useful to end users, then you should proceed with caution.

Here is Google’s stance on auto generation content:  

“For us these would still fall into the category of automatically generated content which is something we’ve had in the Webmaster Guidelines since almost the beginning,” explains John Mueller, Google’s Search Advocate. “And people have been automatically generating content in lots of different ways. And for us, if you’re using machine learning tools to generate your content, it’s essentially the same as if you’re just shuffling words around, or looking up synonyms, or doing the translation tricks that people used to do. My suspicion is maybe the quality of content is a little bit better than the really old school tools, but for us it’s still automatically generated content, and that means for us it’s still against the Webmaster Guidelines. So, we would consider that to be spam.”

Google’s spam policies state: 

Spammy automatically generated (or “auto generated”) content is copy that’s been generated programmatically without producing anything original or adding sufficient value; instead, it’s been generated for the primary purpose of manipulating search rankings and not helping users. Examples of spammy auto-generated content include:

  • Text that makes no sense to the reader but contains search keywords.
  • Text translated by an automated tool without human review or curation before publishing.
  • Text generated through automated processes without regard for quality or user experience.
  • Text generated using automated synonymizing, paraphrasing, or obfuscation techniques.
  • Text generated from scraping feeds or search results.
  • Stitching or combining content from different web pages without adding sufficient value.

If you’re hosting such content on your site, you can use these methods to exclude them from Search.

Where do we go from here?

Acronym’s CEO, David Rollo says, “AI will not only be a force for good; it will be, in fact, everywhere all the time. And that’s why it’s so crucial that we make it a reliable, safe, and responsible force in our lives (personally & professionally). Thanks to AI, humanity is no longer limited – we can work smarter, faster, and better.”

In fact, AI has been around for many years and has been used in content creation for a long time. Recently with the release of ChatGPT, AI has improved and become more widely available and adopted by the public.

Early forms of AI-generated content were primarily used for news summaries and weather reports. With the advancement of technologies such as natural language processing and machine learning, AI-generated content has become more sophisticated and human-like and is now being used in a wider range of applications and virtually has the potential to enhance content generation amongst other things. 

AI can help us learn how to write better, organize our thoughts better for writing, etc. Most jobs require some fluency in writing and it’s not something that comes easily to everyone – even talented writers have writer’s block. Throwing our thoughts on the

page, then leveraging AI to help organize those thoughts can be very helpful not only in the moment, but also as a tool for how to write more effectively.

As AI learns from us, we learn from it.

However, one consideration when utilizing AI-created content is authenticity. Millennials and younger Consumers want authenticity and honest commentary. It’s why they prefer TikTok. They are tired of echo chambers on social channels and AI has the potential to start curating echo chamber content.

In fact, there is a significant risk that content will become indistinguishable as more marketers rely on AI-curated copy, in the same way many websites look alike with the mass adoption of templated site design.

Therefore, it’s critical that marketers keep that human authenticity in their writing. While AI can help to make the writing process less challenging and to organize our thoughts more effectively, the human element must not be lost.

The use of AI in content creation is still in the early stages, and it is expected to continue to evolve and become more integrated into various industries. Microsoft is continuing its multi-billion-dollar partnership with OpenAI to accelerate the development of AI technology and make it accessible to everyone. ChatGPT also has a paid version which offers unlimited access to a faster version of ChatGPT, with the promise of new (paid) features on the way.

Will Google be able to detect AI content?

Over time Google will become smarter at detecting AI content but as long as the content is edited, written with accurate statements, factual and useful information, humans and machines can work together to create content, quicker, easier and faster while being useful, helpful and relevant.

There is talk that a new concept of Watermarking text will be coming to ChatGPT. This concept involves cryptography in the form of embedding a pattern of words, letters and punctuation in the form of a secret code so we can know if content was generated from ChatGTP.

Moving Forward

If your brand is using AI content and not checking to make sure that it is helpful, useful and has true and accurate information, you could potentially receive a manual action from by a manual reviewer, which could have a negative impact on your organic performance.

Google has raised alarms with the introduction of ChatGPT and according to reports from The New York Times, Google has plans to “demonstrate a version of its search engine with chatbot features this year,” including unveiling more than 20 projects powered by artificial intelligence. At the moment, Google is considered behind the curve and needs to play catch up.

POV By Winston Burton, SVP, SEO

How to Create Effective Video Ads to Boost Brand Awareness and Sales

By Content Marketing

Video advertising is quickly becoming a go-to method for businesses looking to increase brand awareness and drive sales. In this article, we explore the benefits of video advertising, provide tips for creating great video ads, and offer strategies for decreasing content barriers. Plus, we share some industry statistics that highlight the power of video advertising in driving consumer purchasing decisions. Don’t miss out on this valuable marketing tool – read on to learn how to effectively use video advertising in your marketing strategy.

Benefits of Video Advertising:

  • Increases brand awareness and recognition: Video ads can leave a lasting impression on viewers, increasing their familiarity with a brand and leading them to learn more about the product or service. This can ultimately result in increased sales.
  • Drives sales: By creating videos that are genuinely relevant to the target audience, businesses can increase the likelihood of viewer engagement and potentially drive sales through word of mouth and social media sharing.
  • Can be used as standalone content or integrated into other marketing campaigns: Videos can be used as standalone content or easily integrated into other marketing efforts, such as social media posts or blog articles.

Tips for Creating a Great Video Ad:

  • Be authentic: To connect with viewers, it’s important to convey a message in a natural tone that feels genuine. Avoid using staged scenes or phony actors and instead focus on appealing to consumers’ emotions through real stories or relatable characters.
  • Collaborate with relevant organizations: Partnering with like-minded organizations can help to expand the reach of a video ad and target a wider audience.
  • Encourage viewer engagement through comments: Asking for feedback from viewers in the comment section of a video ad can help to build relationships with potential customers and gather valuable insights for improving the product or service.

Ways to Decrease Content Barriers:

  • Create content that resonates with the target audience: By understanding the behavior and interests of the target audience, businesses can create content that is more likely to be engaging and relevant.
  • Use clear, easy-to-understand language: To make it easier for potential customers to find what they’re looking for and engage with the content, it’s important to use language that is easy to understand.
  • Include subtitles or closed captions for accessibility: Subtitles and closed captions can make videos more accessible to a wider audience, including those who are deaf or hard of hearing. Subtitles can also be leveraged on social platforms like Tik Tok and Instagram for those consuming content with the sound turned off.
  • Adopt a professional tone of voice: Using a professional tone of voice can help to establish credibility and avoid alienating potential customers.

Reasons to Believe:

  • 82% of people say they are more likely to buy a product from a brand they are familiar with through a video ad.
  • 90% of marketers believe that video advertising increases the reach of their product to users.
  • 61% of consumers are more likely to purchase a product through referral or influence.

Video advertising is a powerful marketing tool that can help businesses increase brand awareness and drive sales. By following best practices and creating authentic and relevant content, businesses can effectively reach and influence their target audience.

If you’d like assistance determining the right video strategy for your brand, please contact us today. We are here to help.

Five Ways to Boost Your Brand’s Engagement on Instagram

By Paid Media, Social Media

Instagram is a powerful platform for businesses looking to increase engagement and reach a wider audience. With over one billion monthly active users, it’s crucial to find ways to stand out and make your content memorable.

Here are five ways to significantly boost engagement on Instagram:

  1. Use hashtags to reach a wider audience: By using relevant hashtags, you can expand the reach of your content and connect with your target demographic. It’s important to utilize the This is a quick and efficient way to increase engagement and get your voice heard on social media.
  1. Post content that is interesting and visually appealing: To keep followers coming back for more, create content that is entertaining, informative, and visually appealing. By combining interesting facts with attractive graphics or visuals, you can create content that is both engaging and memorable.
  2. Engage with other users by liking and commenting on their posts: By actively participating in conversations on Instagram, you can create authentic connections and identify shared values, interesting points of view, and helpful tips. This is a valuable exchange that can help you gain valuable feedback and knowledge while also helping others.
  3. Run contests or giveaways to encourage people to follow you: Offering contests or giveaways is a great way to create interest in your page and build up your customer database. Just make sure that the content is relevant to your business and audience interests to ensure continued engagement.
  4. Use Instagram Stories to give your followers a behind-the-scenes look: Instagram Stories are an excellent way to provide unique and special content that gives followers an inside look at your life or business. With their limited 24-hour time frame, these stories create a sense of urgency and make followers feel valued. They’re also a great platform for brand storytelling and can help set you apart from the competition.

By implementing these strategies and consistently posting high-quality content, you can significantly boost engagement on Instagram and stand out from the competition.

Remember to experiment with different types of content to see what resonates most with your followers and keep at it even when you don’t see immediate results.

In fact, META now allows you to target those users who are following your Instagram account within your campaign setup, expanding the media mix for campaigns. This is useful for those looking to expand audiences and create lookalikes off these segments. We recommend you test this audience in the mix, to see how it performs, particularly against the Facebook counterpart/other engagement audiences.

If you’d like assistance running your Instagram campaigns – or with any other integrated media strategy, please contact us today. We’re here to help.

Top Advertising & Digital Marketing Trends for 2023

By Paid Media

It’s a new dawn, a new day and a new year, so, let’s take a moment to explore the ongoing and emerging trends brands will leverage in 2023.

Advertising Trends:

  1. Personalization: Advertisers will continue to use data to deliver personalized ads and content to their target audience. This includes using techniques like retargeting and lookalike modeling to reach potential customers.
  2. Interactive content: Interactive content, such as quizzes and polls, is expected to become more popular as it engages the audience and helps gather valuable data for advertisers.
  3. Video content: Video content will continue to be an important part of advertising strategies, particularly on social media platforms.
  4. Artificial intelligence: AI and machine learning will be increasingly used to optimize ad targeting and to create personalized ad experiences.
  5. Social and environmental responsibility: Consumers are becoming more socially and environmentally conscious, and advertisers are expected to reflect these values in their messaging and branding.

Digital Marketing Trends:

  1. Voice search optimization: As the use of voice assistants like Amazon Alexa and Google Home increases, it’s important for businesses to optimize their websites and content for voice search. This includes using long-tail keywords and natural language.
  2. Augmented reality: AR technology is expected to become more widespread and accessible, and businesses will use it to create interactive and immersive experiences for their customers.
  3. Influencer marketing: Partnering with influencers to promote products or services will continue to be a popular advertising trend, as people often trust recommendations from individuals they follow online.
  4. Social media: Social media continues to play a large role in business marketing plans. In fact, More than 90% of US companies spend money to promote their brands on social media. And industry studies predicted that total social media marketing spend would be more than $56 billion in 2022.
  5. TikTok Campaigns: Speaking of social media, despite being a household name, TikTok is one of the most underutilized social platforms right now. Statistics show that only 4% of social media marketers are currently using the platform.We expect to see more brands engage with target audiences on TikTok in 2023.

If you need assistance leveraging these trends, please contact us. We are here to help.

Social Media Predictions for 2023

By Social Media

As 2022 comes to a close, we are keeping an eye on the emerging trends and tools and tactics that will matter in 2023.

Facebook Leverages AI To Keep People Interested.

As Facebook continues to lose users to TikTok, the platform is using AI to send more content from Pages and people’s content through Feeds.

Mark Zuckerberg explained in a recent interview with The Verge that:

“What’s basically going to happen is that, over the next year or two, we’ll start showing more recommended content in the Feed. And we’ll know that we’re doing a good job because the content in the beginning is going to displace some other content, and either displacing that content is going to lead to negative feedback from people, and lead to people connecting with each other less in all the metrics that we focus on, or it will actually lead to people connecting more and being more satisfied with the product.”

Zuckerberg’s view is that 40% of the content in your main Facebook feed will come from Pages you don’t follow.

For brands, that could also mean expanded opportunity, as Facebook’s algorithms will look to show your best-performing posts to even more people, even those outside of your current audience.

Facebook Is Moving Away From Promoting External Links

Facebook is placing a lower priority on content that promotes external links because they want more people to spend more time on the platform.

While this will cause some frustration for brands seeking to drive views to their websites, we recommend brands focus on content that generates more engagement on Facebook, likes memes and audience questions. This could help marketers that might then boost brand awareness and increase their following.

Continued Push for Avatar integration on Facebook

Despite a lack of user interest and an unimpressed industry, Meta is still trying to get users excited about the metaverse. So, you can expect to see more digital avatars popping up on the app.

Meta Avatar store

Although, we are far from reaching critical mass in the VR-enabled metaverse, there are expanded opportunities in sponsored items for avatars, themed costumes, and some new ways to connect and engage within the digital space.

Expect Meta to start pushing avatars as a key way to connect and engage, from video chats to posts, to status updates, and onto the metaverse itself.

More AI-recommended Instagram Content – and More Reels

Just like Facebook, Instagram is likewise hoping AI content recommendations will maximize user engagement as the platform struggles to keep up with TikTok.

Meanwhile Reels remains Instagram’s its fastest-growing content format, so you can expect to see more random updates, and more Reels, in more places in the app.

Like Facebook, it’s not clear yet that this will work for IG. But they’re going to push it either way.

We also expect Instagram will revisit its full-screen feed test, maybe with selected users who engage with Reels/Stories more often.

More Brand Engagement with Creators

We expect Instagram to add-in new forms of content creation in 2023, including AR and 3D posts, further integrate NFT art, and other new content forms that can be showcased in the app.

By providing more ways for creators to create directly on Instagram, Meta hopes to guide them to the metaverse. So you can expect to see new creation tools, like GIFs generated from Live Photos on IG, and also, the integration of 3D creation tools from its Spark AR platform directly into Instagram itself.


AR and More Interactive Ads

Other platforms are already experimenting with this, and as Meta seeks to guide users into the next stage, we expect to see more more 3D models for the metaverse space, including new AR ad formats cwith enhanced scanning tools and ingestion processes to help more brands lean into this next-level shift.

Twitter Will Continue to Experiment to Regain Market Share

Elon Musk has laid out various vague plans as he tries to right the seemingly sinking ship. From subscriptions to today’s news that he will no longer remove misinformation about COVID-19, we could see anything from Twitter transforming to a pay-to-play platform to a return to robust analytics. (Twitter removed a lot of analytics features back in 2020, and never replaced them.

If Musk were to improve Twitter Analytics offering, and presented that as a service, that would likely be something for which many businesses would be willing to pay.

Pinterest Will Continue to Grow and Gain Greater Influence

Pinterest has been on a more steady upward trajectory now.

We expect this trend to continue with greater international expansion. Pinterest is doing well in its key markets, but it still has a lot of growing to do in other regions.

Pinterest Q3 2022

As you can see in these charts, Pinterest’s income from North American users literally towers over what it makes in other regions. Pin ads are still not available in all markets, and while Pinterest is still growing, it needs to work on building its ad opportunities to maximize its potential in this respect.

Improved Search and Discovery on Pinterest

Discovery is the backbone of Pinterest’s operation and we expect to see new improvements in highlighting the most relevant products via improved search tools and processes.

Pinterest continues to make progress on this front, by adding in more personalized discovery tools, and you can expect to see Pinterest continue to refine and improve its processes to help maximize product discovery, in alignment with personal usage habits and preferences.

Also, expect to see Pinterest add in more product comparison options, to help users find the best deals in the app. Pinterest also needs more products, and as such, you can also expect to see the platform continue to improve its catalog ingestion tools, and help more merchants list their items as Buyable Pins.

Live-Stream Shopping

Pinterest is also testing the waters on live-stream shopping, and if that does become a bigger trend, you can expect the platform to make a much bigger push on integrating live shopping into the app.

We expect Live shopping to be more effective on Pinterest than other platforms at the moment simply because of the nature of content and the way users currently engage with products on the app.

LinkedIn Will Leverage Better Data, Video and Audio in 2023

LinkedIn already owns the largest database of professional and career insights ever created, and it’s slowly integrating new ways to use this to help people maximize their opportunities.

We expect this to continue in 2023, with more links to LinkedIn Learning so users can obtain the skills needed to land their dream jobs.

Like all social media platforms, LinkedIn has seen more people consuming more video content in the app, and we expect the platform to add in more video tools, expanding on its existing intro video and video chat features.

In fact, we more people are accustomed to virtual conferences and events now, we imagine LinkedIn will enhance its Event features with more Zoom-like features for in-platform video meetings and live streams.

Similarly, as podcasts continue to become the preferred content type for Millennials and GenZers, we expect to see LinkedIn embrace audio events – perhaps even by creating an in-platform podcast offering like BuzzSprout and others.

Either way, we expect to see audio rooms in groups, audio meet-ups among your connections better highlighted in the app, and more sections highlighting audio events.

TikTok Will Embrace Social Commerce

The current social unrest in China could result in TikTok being banned throughout the country. However, the success of the app around the rest of the world, along with the increasing need for Western brands to monetize their presence on the app, leads us to expect social commerce to grow on TikTok.

To-date, western users haven’t exactly warmed to live-stream shopping, at least not in the way that some Asian regions have, but TikTok is determined to make it work, as a means to both maximize revenue and provide another monetization opportunity for creators.

Because right now, creators can’t make as much money on TikTok as they can on YouTube, TikTok’s trying out various solutions on this front, but the platform has had the most success with live-stream commerce, so it’s safe to expect this to become a more prominent feature in 2023.

If you need assistance with your social media strategy in 2023, please contact us today. Our experts are here to help.

Instagram Rolls Out New In-App Post Scheduling Tools

By Paid Media, Social Media, Uncategorized No Comments

Instagram is rolling out its new in-app post scheduling tools to all professional accounts in the app. The new option enables brands to schedule photos, carousels and Reels directly in the app, as much as seventy-five days in advance.

Here is how you can schedule Reels:

  • In the creation flow, tap ‘Advanced Settings’ before sharing the post
  • Tap ‘Schedule this post’
  • Select the time and date you want it to go live
  • Tap ‘Schedule’ in the post composer

Functionally, this doesn’t add anything new as users have been able to schedule posts via Creator Studio since 2020

But it could make it easier to manage your content on the go, and with the ability to schedule Reels so far in advance, this feature could help you maximize your content performance.

Instagram says that the option is rolling out from today, so if you don’t have it yet, you will shortly.

As usual, if you have any questions on how to get the most out of Instagram or any other media platform, please contact us today. We are here to help.

TikTok Adds Photo Mode for Still Images and Longer Video Captions For Increased Discovery

By Content Marketing, Social Media No Comments

In an unusual turn of events, TikTok has borrowed from Instagram by adding a new ‘Photo Mode’ for still images in the app. The new feature allows users to post carousels of still images that can be scrolled.

TikTok Photo Mode

TikTok explains the new feature:

“Photo Mode allows you to share carousel posts of still images that automatically display one after another. You can add music to soundtrack the images, which viewers can swipe through at their own pace.”

We expect the addition of carousels will spark new trends, like before and after shots of DYI projects, makeovers, lawn and garden improvements, and other views into progressive change will provide another way for brands to reach an audience.

TikTok’s also added some new editing tools to make it easier to refine content before posting and launched longer captions, allowing creators to utilize up to 2,200 characters with each clip.

TikTok editing tools update

This represents a significant increase from the 300 characters previously allowed for video descriptions. This is no surprise given TikTok’s increasing role as a discovery platform.

In fact, Google itself recently noted that almost 40% of young people now use TikTok and Instagram for search, instead of the search engine. Allowing for longer descriptions will help users grow their reach and their “search engine” value within the app via more keywords.

If you need assistance leveraging TikTok or any social media platform, please contact us today. Our award-winning social media team is here to help.

Six Paid Media Trends for 2023

By Paid Media No Comments

In an increasingly competitive world, marketers want to get most out of their ad budgets. But with new tools and technologies emerging all the time, it can be hard to know which ones deliver the greatest value.

With that in mind, we’ve compiled six paid media trends that will matter in 2023.

1. Amazon’s Emergence into Paid Advertising

While Google and Facebook still dominate paid advertising, Amazon is now the third-largest and fastest-growing advertiser. Amazon ads are displayed on and off of Amazon, which has skyrocketed its popularity with online retailers.

In fact, buyer intent is the greatest advantage Amazon has over Facebook and Google.

While Facebook and Google give access to the largest audiences, users aren’t usually looking to buy something. When compared to Amazon’s buyer intent, this usually results in lower conversion rates on these platforms, so brands could be spending more for less.

2. Going Social

Around 70% of people check at least one social media platform a month (most check social platforms daily) and these numbers are growing. If you are ignoring social media in your PPC strategies, you are missing opportunities for personalized brand awareness.

As a result PPC marketers are focusing on ads for social media platforms. Facebook and Google are still the bread and butter of paid advertising but you should look to expand your horizons in 2023.

3. The Rise of Voice Search

Smart homes and personal assistant speakers such as Cortana, Siri, and Alexa have nearly reached critical mass in the U.S.

Paid voice search advertising hasn’t yet made it to the mainstream, but due to a rise in technological changes, it’s nearly certain we will see these advancements start to emerge soon.

One good strategy to get ahead of the game is to adopt a more conversational tone on your website. People are more conversational when making voice searches, so it will improve your ranking in voice search results. Updating FAQ pages on your website by using ‘long-tail’ keywords is another way to set yourself up for voice search success.

4. Surge in Visual Searching

Visual search works by using a picture as the search query as opposed to text. Imagine you are seeking a specific type of product with desired colors and/or patterns. Visual search results will drive a much faster click-through response than descriptive words.

People want results faster than ever and visual search helps them find exactly what they want must faster than text searches.

5. Collaborative Filtering

Collaborative filtering is a grouping system that groups users by shared tastes or preferences. If Bob has similar reactions to content as Sue, it’s likely they could have other similar tastes. Filtering can be based on almost anything from age, interests, locations, and more to guide them to content that would appeal most.

Collaborative filtering tailors your content to your recent likes, browsing history, or trending topics. This allows websites to remain interesting, new, and relevant to individual users.

6. SEO and PPC Integration

PPC and search engine optimization go hand in hand. You’ll see better results when you integrate your SEO and PPC campaigns. A good way to sync up your PPC and SEO is to analyze your top-performing ad copy. Create your content and blog posts based on that copy to boost your ranking.

You can use long-tail terms to boost your rankings and improve paid search bidding strategies.

If you need assistance with your paid media strategies, please contact us today. We’re here to help!

YouTube Launches New Monetization Program for Shorts Creators

By Social Media No Comments

YouTube announced it will provide more direct monetization options for Shorts creators, which could make YouTube the platform of choice for more creative talent. This move is one of the latest attempts from YouTube to compete with TikTok, which continues to dominate the social media landscape.

As explained by YouTube:

“Starting in early 2023, Shorts-focused creators can apply to the YouTube Partner Program by meeting a threshold of 1,000 subscribers and 10 million Shorts views over 90 days. These new partners will enjoy all the benefits our program offers, including the various ways to make money like ads on long-form and Fan Funding.”

Monetizing short-form video is hard, because you can’t add pre- and mid-roll ads into clips into clips that are only 30 seconds long. This wouldn’t matter, except for the fact that short-form clips are the current trend in the space, thanks to TikTok. As a result, YouTube is promoting a new process for Shorts with the aim of providing an equitable revenue share.

“In Shorts, ads run between videos in the Shorts Feed. So, every month, revenue from these ads will be added together and used to reward Shorts creators and help cover costs of music licensing. From the overall amount allocated to creators, they will keep 45% of the revenue, distributed based on their share of total Shorts views. The revenue share remains the same, no matter if they use music or not.”

This means the monetization is a combined pool of revenue that will be split based on video view counts. The 45% revenue split is also different to the usual YPP rev share, which allocates 55% of overall ad revenue to creators.

YouTube’s VP of Creator Products Amjad Hanif explains why the revenue split is different for shorts:

“Most folks who are in short-form today are earning through a fixed fund, and a fixed fund doesn’t commit a specific percentage to the creator. In fact, it’s up to the platform to determine each and every month how they’re going to divide that up […] In short-form, we’re gonna’ share with all creators who are part of the feed. As a part of that, that means spreading it out across all the creators, whether it was right before the ad, or three videos away from the ad. Shorts is also an area where we’re investing a lot of product and engineering time into things like creation tools, as well as trust and safety. And so, part of that rev share is being aware of the investment we need to make.”

Due to the added costs of video creation – music licensing in particular, YouTube’s taking a bigger cut, even as more advertisers look to tap into Shorts, which are now being viewed by 75% of YouTube’s active user base.

As YouTube puts more emphasis on short-form content, advertisers will pay attention. If you need assistance leveraging YouTube or any other social media or paid media platform, please contact us today. We are here to help.

Google Launches the Helpful Content Update

By SEO No Comments

Google is launching a new sitewide algorithm update this week called the “Helpful Content Update” to improve the visibility for sites that have content written for people and to devalue content written primarily for SEO and manipulating search engine rankings.

The new “Helpful Content Update” is automated using a machine-learning model that rewards websites providing high-quality, informative content that is useful to end users and satisfies user intent. This change will have a significant impact on SEO, as Google will now place a greater emphasis on quality, useful content. We believe this update will have a strong impact and will cause some fluctuations in the SERPs like we had with the launch of Penguin ten years ago. 

Should You Worry About the Impact of the Helpful Content Update?

If you own or manage a site that publishes large amounts of content offering little value to end users that does not satisfy their information need, then yes, you should be worried your website traffic, rankings, and key performance indicators might be significantly impacted. The signal is weighted, meaning some sites will be hit harder than others.

Keep in mind this update is sitewide. Therefore, if Google determines a large portion of your website’s content is considered ‘search engine-first,’ Google can lower the rankings of all the content on your site, including high-quality pages.

Why Is Google Doing This? 

Google Search is always working to better connect people to helpful information. Unfortunately, the web is filled with SPAM due to people offering low quality content and information to manipulate their search engine visibility.

Google is a machine with modern day AI based algorithms and E.A.T (which stands for: Expertise, Authoritativeness, and Trust) is a very important signal that should be included in your SEO strategy and help Google provide the best information to end users that satisfies their information need.

What Should You Do Next?

At Acronym, we are firm believers and practitioners in always creating content for end users first as opposed to search engines. To ensure your website is prepared for the Helpful Content update, here are a few tips:

  • Monitor your website’s rankings and engagement metrics carefully, and make changes as needed. If you are hit by the ”Helpful Content Update”, Google advises to remove unhelpful content from your site i.e., 404, etc. It may be worth creating fresh new content that is useful and helpful to end users.  If you have a section of your site i.e., a blog or community that has a lot of content, monitor it over the next few weeks to determine if you notice any trends or step declines in rankings, traffic and KPIs.   
  • Work with your SEO lead to make sure your content is high quality and informative and conduct a content audit to make sure your content is written well and satisfies the information need for end users and provides value.

According to Google. focus on providing value to your users with people first content. To ensure you’re creating content that will be successful with our new update follow our long-standing advice and guidelines to create content for people, not for search engines. Answering yes to the questions below means you’re probably on the right track with a people-first approach:

  • Do you have an existing or intended audience for your business or site that would find the content useful if they came directly to you?
  • Does your content clearly demonstrate first-hand expertise and a depth of knowledge (for example, expertise that comes from having used a product or service, or visiting a place)?
  • Does your site have a primary purpose or focus?
  • After reading your content, will someone leave feeling they’ve learned enough about a topic to help achieve their goal?
  • Will someone reading your content leave feeling like they’ve had a satisfying experience?
  • Are you keeping in mind our guidance for core updates and for product reviews?
  • Write for your audience, not for Google. Don’t try to game the system by including keywords or phrases just for the sake of ranking higher. It simply just does not work anymore and could end up getting your site in trouble.

How do you avoid taking a search engine-first approach? If you answer yes to some or all of the questions, this is a warning sign that you should reevaluate how you’re creating content across your site:

  • Is the content primarily to attract people from search engines, rather than made for humans?
  • Are you producing lots of content on different topics in hopes that some of it might perform well in search results?
  • Are you using extensive automation to produce content on many topics?
  • Are you mainly summarizing what others have to say without adding much value?
  • Are you writing about things simply because they seem trending and not because you’d write about them otherwise for your existing audience?
  • Does your content leave readers feeling like they need to search again to get better information from other sources?
  • Are you writing to a particular word count because you’ve heard or read that Google has a preferred word count? (No, we don’t).
  • Did you decide to enter some niche topic area without any real expertise, but instead mainly because you thought you’d get search traffic?
  • Does your content promise to answer a question that has no answer, such as suggesting there’s a release date for a product, movie, or TV show when one isn’t confirmed?
  • Use other marketing channels to promote your content, such as social media, email marketing, and PPC advertising.
  • Be different. Focus on providing fresh content, unique ideas, facts and information that others are not talking about in their content strategy. 

How Long Could It Take If Impacted?

According To Google, sites that are impacted could find the effects to last several months.

“Our classifier for this update runs continuously, allowing it to monitor newly launched sites and existing ones. As it determines that the unhelpful content has not returned in the long-term, the classification will no longer apply.”

Even if you fix the section, since it is a sitewide update, it could take months for your site to recover. If you need assistance with this up date or any other performance marketing campaign, please contact us. Our experts are here to help.

POV by: Winston Burton, SVP, SEO, Acronym.