The Blog

Musings from a Digital Agency based in Belfast, Northern Ireland specialising in Digital Marketing, Web Design and Shopify

Why Should SMEs Invest in Content Marketing?

Whether your business is in retail or professional services, B2B or B2C, you are likely familiar with the term, Content Marketing. It’s not just the big players who are getting in on the action. Many SMEs are powering their online presence through content. In recent years, the phrase coined by Bill Gates “content is king” has been the (cheesy) moto the growing industry. And it’s easy to see why: “78% of CMOs believe custom content is the future of marketing.” – Forbes “Content Marketing gets three times more leads than Paid Search per money spent.” – Content Marketing Institute “Small businesses…

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The Organic Search Landscape for Job Hunters & Recruiters in Belfast & Northern Ireland

Executive Summary Glaze Digital have examined Google’s search results to reveal an exclusive snapshot of the search landscape for Recruiters in Northern Ireland. This report analyses which Recruiting websites were most visible in the Google UK Natural Search listings when consumers searched for the most popular related terms. In our analysis, we examined a portfolio of over 1,600 keywords suggested by Google and established that: There are over 4.5 million job / recruitment related searches conducted in Northern Ireland a year. 33% of those contain either “ni” or “northern Ireland” 15% contain “belfast” 94% of keywords contain “job” whereas only…

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Which is Best: Link Building, Link Earning, Content Marketing or Digital PR?

Modern link building strategies are always evolving. Over the last few years, the staple of most link building campaigns has been to build links to creative content. For instance, infographics, statistic roundups and ‘how to’ guides. In theory, this is a great step forward, but there’s a catch or two. The idea is to create something that is awesome enough that bloggers would want to feature/link to it simply due to its awesomeness (for free). That is no mean feat! Your creative assets have to be pretty epic to achieve this. That takes talented people and considerable investment. Then, like…

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How to get your first 10,000 followers on Instagram

The most common way to measure the success of any social media profile is to check the follower count, and Instagram is no exception. Once simply used as a place to post personal pictures, the platform has now become a hotbed for brands and Internet celebrities, with the emergence of “Instagram stars” and those launching careers right off their work there. If you are busy trying to grow your follower count, take the lead from those who have already done it. We’ve got tips from 6 local Instagrammers who have hit the 10,000 milestone, and how you can do the…

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How Digital PR Evolved & Why Businesses Should Embrace It

There is a huge shift taking place in the land of Digital and Traditional Communications. It’s been going on for a while too. The lines are becoming blurred as traditional and modern marketing practices and ideas are merging. The result: Digital PR & Content Marketing For those in the digital space and SEO in particular, Digital PR is an evolution of Link Building. The emphasis on links is decreasing in favour of quality metrics and ensuring a brand is positioned on the right platforms, in the right way. No more links for SEO sake, instead, delivering placements for visibility’s sake.…

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Is Influencer Marketing Dead? Or Is It Just Beginning?

Recently, Influencer Marketing has come under scrutiny, after all, can you really trust a blogger review when they’re motivated by receiving free stuff? Well, apparently 88% of us trust online reviews, or at least, did in 2014. But maybe that’s about to change. It’s totally fair (and awesome) for an Influencer to develop a commercial partnership with a brand. Good on them. When done right, it’s credible and powerful. But this has inspired the masses and paved the way for a new breed of expectant bloggers who proactively seek products and payment. And who can blame them – everyone likes…

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14 Reasons to Love SEO & Pursue It as a Career

Whether you’re a recent grad, looking for a career change or just curious about what SEOs do day in, day out, here are a handful of reasons to be excited about a career in SEO. 1. It’s the biggest driver of website traffic, still to this day Google is undoubtedly the main traffic driver for many websites. Of course, there are exceptions. Some businesses are built on Social Media. But most retailers and service providers use Search Engines to appear from the right people, at the right time. That means that, as an SEO, you are the biggest cog in…

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Search Report for Furniture Retailers in Northern Ireland

Glaze Digital have examined Google’s search results to reveal an exclusive snapshot of the search landscape for Furniture Retailers in Northern Ireland. This report analyses which websites were most visible in the Google UK Natural Search listings when consumers searched for the most popular furniture related terms. In our analysis, we established that: There are over 1.8 million furniture related Google searches conducted within Northern Ireland a year Around 6.5% of those contain either “ni” or “Northern Ireland” Around 11.9% contain “Belfast” The remaining 81.6% of other keywords offer non-location specific searches Based on a sample of 1650 keywords suggested…

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5 Ways to Encourage Commenters on Your Blog

Comments can be an important part of a blog’s goals. It might be that you are trying to create a better sense of community on your website, collect crowdsourced information, or simply want to increase traffic by nudging commenters into returning to answer replies. Regardless of your intentions, you may find it difficult to prompt users to comment on your blog at first. No one wants to be the first to speak, after all, and some may not even consider responding to an article if there isn’t already a conversation to contribute to. Create content which prompts conversation Your content…

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The Startup Recipe For Success

Most startups have the same goal of creating a profitable business, but most fall short of this aim so as part of the Intuit recipe for success series we are providing our thoughts on the startup #RecipeForSuccess. As a digital consultancy we meet startups and business founders from all walks of life and we have seen businesses go from idea to generating millions of pounds of sales and we have also seen many businesses fail to get past the idea stage. Based on our experience here’s our recipe for a successful startup: Idea All startups begin with an idea and…

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5 Ways To Know If It’s Worth Pitching Content To A Website

Some PRs consider their content pitching to be a numbers game. The more emails sent, the more successful the campaign, right? Well, not quite. A common mistake many PRs make, and one which infuriates bloggers and journalists alike is failing to research their target website thoroughly enough and consequently setting themselves up for outreach failure. This means that even though you might have sent out 200 emails, are you sure that any more than half of these are actually a good fit for the content you are pitching? Before beginning your next email outreach campaign, to be sure to prune…

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Why Your Content Doesn’t Rank For Competitive Keywords

If you love pizza as much as we do, you will know that “how to make pizza dough” is a competitive keyword to rank for in Google. It has nearly 15,000 searches a month in the UK alone. Pages one and two on Google are full of articles created to rank on Google for this keyword. If you want a ‘pizza the action’ and to outrank the competition, whatever you produce has to be better than the top 20+ other articles covering the same topic. Tough gig! Simply put, the stronger your content, the stronger your position will be within Google’s…

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10 Typical Mistakes That Irritate Journos With Your Outreach

Perhaps the biggest disadvantage PRs face when conducting outreach is that they have rarely been on the other side of their emails. Many are not aware of the eye-roll-inducing falseness of their chirpy emails, or how infuriating it is reading your tenth email of the day addressed to “there” or “madam/sir”. Fortunately, we here at Glaze Digital have enough experience on both sides of the conversation to know how to make sure our outreach is pitch perfect. Check out the ten most common PR mistakes which drive journalists and bloggers up the wall, and how to avoid them: 1. Not…

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The Best of the Best: Our 10 Favourite UK Wedding Blogs

When it comes to planning your wedding, it can be difficult to know where to start. Thankfully, even if you are the first of your friends to get married, there is a wealth of knowledge about just how to choose your theme, dress, venue and every other aspect of your big day just a few clicks away. Wedding blogs are typically run by wedding enthusiasts, working tirelessly to bring brides and grooms-to-be the very latest in news and advice about the most romantic industry in the world. It doesn’t hurt that they’re usually gorgeous triumphs of graphic design and photography,…

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Search Report for Car Dealers in Northern Ireland

Glaze Digital have examined Google’s search results to reveal an exclusive snapshot of the search landscape for Car Dealers in Northern Ireland. This report analyses which websites were most visible in the Google UK Natural Search listings when consumers searched for the most popular car-related terms. In our analysis, we established that: There are over 5.5 million car-related Google searches conducted within Northern Ireland a year Around 73% of those contain either “ni” or “Northern Ireland” Around 6% contain “Belfast” The majority of other keywords offer non-location specific searches Based on a sample of 700 keywords suggested by Google Main…

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For Content’s Sake! 9 Powerful Ways To Achieve Content Marketing #WIN

Content Marketing is one of our favourite things. It’s the core of everything we do: outreach, videos, infographics, landing page optimisation, surveys, competitions, white papers, guides and so on. We’re forever planning, writing, proofing, editing, researching, creating, plotting, pitching and analysing. Unfortunately, Content Marketing is at threat due to the tidal wave of “Content for Content Sake” that’s beginning to engulf the internet like plastic bags in the ocean. It’s blocking the well-documented series of internet tubes and clogging up our routers. More worryingly, it has the potential to give Content Marketing a bad name. The rise in popularity is…

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How To Drive Content Marketing Using Long-Tail Keywords

Websites can gain valuable SEO traffic when focusing on specific, long-tail search terms. Furthermore, the traffic will be highly targeted and potentially convert better. Keyword research is the cornerstone of an SEO marketing campaign. No doubt, your business will have optimised its main webpages towards the most searched-for terms in your niche. These ‘head terms’ are great for landing pages but there will be millions of other keywords, ready and waiting to drive traffic to your website. These keywords tend to be variations of main keywords, or extended and specific ‘long-tail’ versions. For example: Whilst long-tail keywords aren’t as commonly…

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Pitch Perfect: 3 Proven Pillars of Effective Blogger Outreach

When it comes to blogger outreach, one of the most common mistakes a digital PR can make is playing a numbers game. After all, with a mailing list of two hundred, it is reasonable to believe that the odds are in your favour. However, bloggers are not numbers. What this kind of strategy fails to grasp is that the recipients of your vague, impersonal emails are actual people – and smart people at that. While anyone with access to an internet connection can create a WordPress account and start typing, it takes a particularly savvy, creative and determined individual to…

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Digital Marketing Careers for Graduates: An Industry That Welcomes All Sorts of Degrees

It’s funny how things change, isn’t it? When you’re five and adorable, the concept of becoming an astronaut and raising cows on the moon is widely lauded as being cute. But when you’re twenty-one and want nothing more than to pursue your true love of crunching numbers, other kinds of questions pop up. Like, what precisely do you plan on doing, and have you considered how many other grads you’re up against? We’re not guaranteeing that you won’t use that degree to secure a job creating a lunar bovine project, but while you’re waiting for that call from NASA, you…

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72 Delicious Strategies & Ideas To Market Your Restaurant

Marketing for restaurants is getting tougher. As far as consumer industries go, eating out is still one of the most crowded marketplaces. Restaurants and cafes remain one of our favourite ways to socialise and enjoy a lifestyle both inside and outside our working day. While traditional marketing in your locality is still very important, the advent of the digital marketplace and research-savvy customers means that you need to mix the physical and online marketing in your mix to create the most successful marketing for your restaurant or cafe. Our restaurant marketing guide brings you over 70 tips for making your…

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Beginners Guide To Creating A Masterful First Facebook Ad

What are Facebook ads? Facebook is one of the most effective digital advertising platforms available to businesses today. It enables you to reach out and build relationships with new and existing customers, drive people to your website, and essentially grow your business. Similar to placing ads in newspapers or on the radio, Facebook ads appear in a user’s News Feed. With a user base of nearly two billion (yes that’s billion with a ‘B’), and the average person spending about nearly two hours on social media everyday, Facebook advertising presents you with the perfect opportunity to get your message in…

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7 Essential SEO Recommendations for New Business Websites

Driving new customer acquisition through Google is vitally important to the success of many new businesses. To achieve that requires a focus on SEO strategy right from the get-go. At the technical end, make no mistake, SEO is a complicated and skilful endeavour for even the most seasoned digital marketers. However, in our experience, there are plenty of simple tasks that a new business can do to dramatically improve their chances of SEO success. And so, we’ve compiled this guide on SEO for new websites. There is no complicated theory here, just logical actionable steps to lay a solid foundation…

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Why PR for SEO Is The Best Strategy For Your Business

As the digital economy innovates and changes – on what can feel like a daily basis – the movements of PR, marketing and digital disciplines inside companies and outside them, are not only moving forward but also moving ever-closer together. And when you look at the similarities in skill set, it’s easy to see why. Just two of the essential elements for successful SEO (asset/content production and outreach) also happen to be two of the skills that the Public Relations industry has been fine tuning for decades. Understandably, PR and SEO remain separate disciplines. People immerse themselves in one solely…

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Digital Marketing Needs Assessments: When a Business Needs Support

Most businesses start out solo – one person with an idea, a product, a dream. For entrepreneurs, this often remains the case even as the business grows. However, we all eventually need to start enlisting some kind of help. A prime example is when the business reaches the sales stagnation stage where you can’t grow without increasing demand then you will look to marketing to create that demand for you. Or perhaps it comes from the realisation that you as an entrepreneur don’t possess the skills, or don’t enjoy marketing enough, to do it yourself, and so it languishes on…

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