What Boom Have Been Reading: June 2015 Edition

Grab a cup of tea and a biscuit (or two) and settle down to read our favourite finds from the month of June covering everything from design to PPC, SEO to content…

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Spying on Your Competitors Private Blog Network by Patrick Coombe (@patrickcoombe)

Great stuff from Patrick Coombe about how to figure out whether your competitors are engaging in shady tactics (namely, using blog networks).

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Brainstorm and Execute Killer Content Ideas Your Audience Will Love by Isla McKetta (@islaisreading)

This thorough post considers the start of the content creation process and how to come up with ideas that really work.

5 Content Case Studies You Can Take to the Bank by Casey Meehan (@epicpresence)

It’s really important to put in the groundwork, as coming up with a solid concept could be the difference between content success and failure. The good news is, there are plenty of ways to do just that, so read on to discover some useful research methods and creative ideas.

Content marketing can bring many business benefits, and I enjoyed this exploration of the impact on social media, PR, revenue and more with real success stories to illustrate each benefit.

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7 UXperts Share Most Annoying Usability Mistakes by Piotr Koczorowski (@pkkoczorowski)

A humorous, but extremely on-point look at some of the biggest user-experience pitfalls by websites.

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9 Crucial UI Features of Social Media and Networking Sites by Matt Cronin

In our hunt for new internal social media tools – I’ve been wondering why so many of these tools, Slack, Glip, Hipchat, Convo, Yammer (the list goes on) come so close to being spot on, but *just* fall short.

In a lot of cases, UI is to blame. Sometimes simplicity overrides functionality, sometimes the other way around – It’s a really difficult balance so I don’t envy the job.

Either way, this Smashing mag run down from the ancient past of 2009 still has a lot of truth in it, if you’re struggling with similar problems, give it a once over.

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Five Content Marketing Lessons from Pinterest by Mark Addis (@markaddis120)

The rise of Pinterest in the last few years has been huge, and with its popularity growing even more, the demographic of Pinterest users has become much wider.

This article from WallBlog highlights some lessons that marketers can learn from Pinterest by looking at how companies use it.

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Ranking Elements of the Future by Rand Fishkin (@randfish)

My post for the month comes from the brain of Rand Fishkin. The slideshare below outlines some of the behaviours search engines might adopt in the future, and how it impacts the marketing we do today.

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Can You Rank in Google Without Links? New Data Says Slim Chance by Cyrus Shepard (@CyrusShepard)

Moz’s bi-annual ranking correlation study has interested me this month because of the continual word in the SEO industry that we shouldn’t be building links. “Whilst it’s accepted wisdom that you should avoid manipulative link building to rank higher in search results…77.8% of individual pages in the top results had at least one external link from another site.”

Whilst there is a growing need to improve user experience, links are still as important as ever – although relevancy and quality trumps quantity by a long, long way.

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How to Perfect UX with Design Affordances by Marc Schenker (@Marc_Schenker)

Affordances are elements in web design that help users interact successfully and easily with the website. Although the points raised here may not be breaking news to designers, they effectively make the case for greater simplicity in designing websites and might be employed usefully to explain decisions to clients.

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This month I’ve been interested in the range of blogs discussing Bing’s new features such as the long awaited launch of automated rules (http://searchengineland.com/bing-ads-launches-automated-rules-for-managing-all-levels-of-your-account-222139) and how to analyse and compile keyword lists through a Bing plug in for excel – Bing Ads Intelligence – which can crawl any URL to provide potential keywords to target. You can also view data based on position, match type and even demographics, Bing is definitely starting to look more appealing and on the up for me. Next month I’m categorically going to try Bing Ads Intelligence plug in. (http://www.ppchero.com/supercharge-your-keyword-research-with-5-bing-ads-intelligence-hacks/)

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We had another month of unconfirmed/confirmed updates from Google in June:


Dr Pete thought it might be Wikipedia going secure at first. It wasn’t.

Turns out it was a core ranking change. So there you go.

Others are still claiming conspiracy.


In blog posts that tickled my fancy there was only one that stood out this month…

Getting from ‘Why Should I?’ to ‘Why Not?’: Real Marketing Leadership by Ian Lurie (@portentint)

Anyone who works in Digital Marketing has, at some point, come across this problem. We are employed by our clients to work towards certain goals. To make these goals a reality we may ask for several things. We may need the involvement of different teams within a company. We may need to get buy in from several people.

It isn’t easy for us to make things happen.

Often these things need to happen to help us achieve these goals for clients.

Often they don’t happen.

If they do happen they often take a long time to happen.

We are asked to lead our clients towards their goals but we are not in charge.

Ian’s article (and presentation) looks at how you take the conversation from:


“Why should I do this risky thing?”


“What are the risks if I do not do this risky thing?”


This is essential reading if you want to be the person who helps clients to achieve their goals.


Lauren Roitman About the author

Lauren has been in the digital marketing industry since 2011, and a digital marketing client manager at Boom Online Marketing since 2013. When she’s not busy writing, you’ll probably find her secret-eating cookies and watching Grey’s Anatomy re-runs.

Learn more about Lauren Roitman

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