2 days / 15 talks
Awesome and great blog

January 25-27


Reposted from Friday Agency

Actively blogging at his home agency (, Gavin Duff is appearing at the 3XE Digital Search Marketing Conference on October 23rd, 2019. This article was written by Gavin and can be viewed on their website.

How Long Should My Blog Posts Be?

If this headline caught your attention and you’ve come here looking for the answer, you’ll be disappointed.

But don’t go anywhere, this is still relevant…

The question you should be asking instead is “How good should my blog posts be?”

It’s not about length

Too often in discussion around content, this question is asked. “How long does it need to be?”. If you’re asking this, your approach is all wrong.

There’s nothing new to say here that we haven’t already been trying to drill home. It’s not about length, it’s about the user.

It’s about relevance, originality, quality, and engagement. And if it can be entertaining, informative, controversial or opinionated, then even better – people might actually share it.

Share my content

You may have seen studies out there suggesting that the longer your piece of content is the higher it will rank on Google. And yes, this is true in many cases. But not in every case. Let me explain…

I just searched on Google for “how long should a meta description be?” and this page ranked first –

You know why? It’s rich content, its original, it’s got the length checker tool, there’s a useful image and then appropriate text length. That’s the key here – “appropriate”. It’s not two thousand words long but it certainly goes a long way towards answering my query.

Now, if my question instead had been “why do I need meta descriptions?” Then there’s an argument for writing more in order to give background, context and actionable value. Now that’s one I could easily write 2,000 words on. Not that length matters…

One core question

There is 1 core question you need to ask yourself at 3 key points while creating a blog post. And that question is: “Why should someone read this content and not someone else’s?

And you should ask it:

  1. Before you create your piece of content
  2. While you write it
  3. When you review it for publishing

So, at every point.

If you cannot answer that question, then start again.

You should ask yourself the same about your brand, product, service, website… it should be a part of everything that you do. But that’s another day’s discussion, and that could easily be 10,000 words… or whatever is appropriate.

Read the full article here at Friday Agency by Gavin Duff, the Head of Digital Performance.


While search marketing continues to be the biggest and most powerful form of digital marketing, it can also be a complicated beast. If you are not careful, a lot of money, time and other resources will be spent before working out what you really need to do, to be successful with your business online.

Keep calm and don’t panic! 3XE is thrilled to announce Belfast based analytical genius – Mark Lilley, Co-Founder and Director at Groundswell is to join the 3XE Search speaker panel on 19th October, at Croke Park, Dublin. Mark will help you to battle the ‘search marketing beast’ with his personalised key-note address he is going personify the importance of marrying your search and advertising efforts with user experience and conversion optimisation.

“I believe, joined up approach is critical for successful growth within ecommerce and ‘turning on the taps’ without paying enough attention to the complete journey can waste a lot of money.”
Mark Lilley via Irish Tech News

It is a common practice with under-performing businesses to have their analytics configured and implemented incorrectly. Mark will demonstrate the importance of measurement to help your business with prioritisation and enablement of sustained growth online.

Join Mark Lilley, other world-class speakers and 600 fellow marketers at the upcoming 3XE Search marketing conference on Thursday, 19th October at Croke Park, Dublin. For tickets and further information please visit


Mobile advertising jumps to 52% of the total digital advertising spend in Ireland and it has experienced a growth of 63% in 2016, according to the recent PwC and industry body IAB Ireland report.

Nuala Nic Ghearailt, Manager, PwC, said: “The digital advertising sector in Ireland continues to show very strong growth. Mobile is clearly outstripping desktop spend”.

The main areas of growth in ad spending came from search, native, social media and video advertising as the survey suggests.

As consumers continue to spend increasingly more time on smartphones, it is a safe prediction that the mobile ad spend tendency will only see an increase in the following years. One can only wonder what impact it will have on the ecommerce, as slamming the desktop advertising leaves with a rather limited stock display options for mobile devices, which already suffer from inconvenience of executing a purchase.

Where should your company concentrate their advertising budgets on? What strategy will give you the highest return on your capital? How to reach your perfect target audience?

3XE Digital selected the most relevant industry professionals which will not only provide answers to any questions you may have, but also will teach and inspire you through series of talks, concrete examples and workshops on how to leverage digital marketing strategy and maximise your marketing impact.

  • Date: Wednesday, 17th May, 2017
  • Location: Croke Park, Dublin

For full schedule of the event please visit


(Photo credits: Pixabay)


New Year comes with new goals and new interventions that every business owner and marketing expert take to enhance the performance of the business line. Without having a new creative mindset for the future, no business brand can excel in the way that all business owners dream of. Digital marketing has recently become a great necessity and using it to the fullest is what differentiates you from the others.

In order to learn, it is important to make mistakes but what if we point out the top seven mistakes every digital marketing expert tend to make once in his work life? Wouldn’t it be just easy to take care of it and pursue your goals without making it?

They are as follows:

  1. Have you crafted the latest goals plan for the year?

The number one mistakes that most of the companies and firms commit is avoiding the importance of making new goals plan for the New Year. No matter whether you have achieved the previous year’s goal; it’s time that you make new goals for better functioning of the firm. Making a new goals plan gives you the energy to work in order to achieve them.

  1. Not keeping your old customers updated

It is important to land new clients and customers every now and then while running a business firm but it is also essential to keep in touch with the old ones. Most of the time, it’s about the quality of the relationship you have with the clients than the number of clients you have. This is why if you don’t pay attention to your old customers, it’s about time you focus on that.

They can bring more work for you if they stay and are a good source of making a referral as well.

  1. Overseeing the necessity of a good analyzing program

Do you understand the use of a good analytic program? Having an analytical program for your website or project according to the web design is one thing but having a good one is entirely different. Even if you have to pay for the software, it’s worth a shot! But digital marketers often save their budget and go for the free ones. Digital and social media marketing services are not a piece of cake. Having a program that can go through, analyze and point out the changes to be made in your work is a win-win for the business firm.

  1. Not working on the email marketing technique

Do you have your email newsletter ready for every month? Is your contact list loaded with people to whom you may send it? Not paying attention to the weekly/ monthly newsletter is yet another mistake that the digital marketers make. Though it’s a bit of an extra work but it helps in keeping your connection with your contacts alive. The customers wait for latest updates and news about the business line. Giving them regularly strengthens the connection even more.

  1. Under or overuse of SEO techniques

By now all of us know the importance of running by the rules of SEO but we still tend to make mistakes while using them. Some of us overuse the SEO techniques while others do not make sufficient use of it. This means that you must focus on your SEO work. The better you get at it, the better your website will rank in the Google’s and other web engines.

  1. Not frequently updating your business profile

Your business profile is your identity. You need to keep it up to date. While busy with other tasks; the digital marketers forget to update their profile and of those who they are working for. Making this mistake means that others are way too ahead of you. Even though your skills and work experience beat others, how would the new visitor know about it? Your business profile is what puts you out in the light. Make sure you update it!

  1. Failing to giveaway attracting offers to the customers

Every now and then, you need to make discount/ sales or other attractive offers to your customers. This way your customers wouldn’t go for another brand product or service and you’ll succeed in keeping your status alive. Not making these tiny exceptions in your sales might result in the diversion of your customers to another business brand.

Make the above-mentioned mistakes and you’ll pay a price for it. Avoid making them and you’ll see your business flourish this year. 2017 is all about innovation and improvisation. Taking risks is good but make sure you don’t make mistakes.

About this author: Junaid Ali Qureshi is a digital marketing specialist who has helped several businesses gain traffic, outperform competition and generate profitable leads. His current ventures include Elephantation, eLabelz, Smart, Progos Tech and eCig.

(Photo credits: Shutterstock)




Analytical Customer Journey Mapping – Weaving Together The Strand

Before the advent of vertical integration, retail shop keepers fulfilled many roles: marketer, sales person, distributor and often product developer. Standing behind a counter face to face with customers, this professional listened to and answered customer questions. They learnt which products were popular with whom. They watched returns, revenue and profitability. Opportunities for cross-selling were across the counter. Problems with customer services were gossiped about in the community (some things never change). Products that performed poorly were returned, and our shop keeper asked where the product failed to meet need. There were no frayed edges: the feedback loop was complete.

This is the opportunity of customer journey mapping and analytics: to think holistically and understand the business impact of market and marketing decisions, like our well-grounded shop keeper, but at scale.

Customer journey mapping provides an accessible customer centric framework for considering prospects’  needs. As a prospect’s understanding of a problem develops, as they consider alternatives, and choose solutions, there are a myriad of ways they ‘touch’ your organization. Perhaps they start with a search, or come across you on social channels. Then as your remarketing, paid search, paid social and email campaigns kick in, your prospects download whitepapers, read reviews and learn from industry thought leaders. Add in ‘person to person’ interactions, as sales and support teams get involved, and that’s a great many ‘touches’. The data gets big quickly.

Customer journey mapping provides a strategic anchor for cross department and cross channel collaboration. It provides a framework for bringing the various marketing strands together and identifies process gaps. (Often the worst gaps are early journey questions, such as comparing different technological approaches). Teams working with journey maps gain a shared language, an understanding of how their individual roles fit into the customer experience and, ideally, with shared goals. There is nothing like a team pulling together.

Coupling customer journey mapping with analytics enables digital feedback loops, and focusing on what matter most: business results. Marketing metrics should cover the entire journey; acquisition, behaviour and business results. There are many sources of data. Social media marketing analytics, email analytics, paid search, CRM analysis, and the experience of your team creates a rich understanding of customers. In particular, website analytics draw together your individual digital touchpoints (content, channels, and campaigns) into a cohesive picture of what works. And unlike our shop keeper, analytics operate at scale.

Analytics is the core of fact-based decision making. Cross-departmental collaboration is the core of customer centricity. Customer journey mapping weaves these wonderful strands together. It’s accessible and a strategic tool to guide your organization.


Learn how to structure your customer journey map at 3XE Digital in Jane’s workshop.



There is no doubt conferences offer fantastic opportunities for networking. However, they can become an overwhelming rush of presentations, conversation and potential meetups, so how do you know where to focus your time and to get the full benefit from the day?

We have put together some useful tips and tricks to help you make attending a conference that little bit easier and one of the best things you can do for your career.

#1: Be Prepared

Get comfortable talking about yourself and know what are the right questions to ask. This is very similar to preparing an elevator pitch. You should use the days prior to the event figuring out what you want to say to people. What are your goals of networking at the conference? What do you want to learn from other people?

After exchanging introductions, the most awkward moment is when you don’t know what to say next, and the two of you are just standing there… awkwardly… staring at the coffees you’re holding. To prevent this scenario, have a list of stock questions ready to go that can be applied to anyone.

Also a good tip is to make sure you have your phone and laptop chargers with you. You’re going to spend a huge part of your day on your device – don’t get caught with a dead battery.

#2: Connection Building

Go in with the intention of making several meaningful connections instead of trying to meet every person or impress the big names. If you do this correctly, you will leave the conference with a list of people with whom you can continue building strong business relationships. Ask yourself: “Who do I want to meet and why?” and you start the conversation from there.

Your first connection at an event is your gateway to meeting more people. Maybe they came with friends they can introduce you to, or maybe you’ll decide to break into bigger groups together. Whoever you approach first, relieve some of the awkwardness with informed, relevant conversation starters to get in the swing of things together.

Approaching a big or small group can be intimidating, but with the right approach, you can join in on an existing conversation or start your own successfully. Ease into the day by introducing yourself to one person who is also flying solo and looking for someone to talk to.

Read up on industry news and trends beforehand so you’ll be prepared to spark conversation and ask for their thoughts on topics that are interesting to both of you.

#3: Leveraging Social Media Channels

In today’s society, one of the best ways to make connections is through social media platforms like Twitter and LinkedIn. These platforms are a great way to start the conversation before the actual event begins by using the hashtags that have been generated for the conference.

Tweet that you’re attending! If you’re a bit nervous about reaching out to other people on an individual basis, start by making it easy for other attendees to find you and reach out to you.

LinkedIn is a more formal platform so you may be more comfortable with using this channel to connect with other business professionals. You can use LinkedIn to learn more about people’s professional background and to see if you want to spend your time networking with them at the conference.

#4: Take Notes and Apply Key Learnings to Your Practise

With days full of speakers and sessions, there’s a lot to take in and you’re probably not going to remember all of it when you get home. So, collect your notes and information in a way that makes it easy to access when you return to the office.

Regardless of your note-taking format of choice (pen and paper, laptop, tablet, smartphone), at the end of each session you attend, write down the three key takeaways and any follow-up you want to do on the topic or with the speakers. This will help jog your memory and give you specific to-dos when you get back to work.

#5: The Follow Up

Connecting with people you met during the conference is best done in the days immediately following your return. Send follow-up notes and LinkedIn requests while the conference is still fresh in everyone’s minds.

Include a personalised message to accompany your request on LinkedIn. Remember, everyone’s inbox will be flooded, so make yourself memorable by reminding your new connection what you discussed.

Want to put these tips and tricks into practice? Then join us at the 3XE Digital Social Media & Content Marketing Conference on Wednesday, May 11th. 



It is still hard to believe that Twitter turned 10 this week, Facebook launched 12 years ago in February and even Instagram has just celebrated its 5th birthday.

Social media has became an essential part of everybody’s life and it’s here to stay. People have realised how powerful social media can be, from doing something that goes viral to making something happen for a good cause.

I’ve got 5 great tips that you should know about social media and how to improve your own social media marketing strategy.

#1: The Facts

Everyone knows how popular social media is but when we see the numbers in front of us, that is when it becomes impressive.

  • In any given month, approximately 1.28 BILLION people are active on Facebook – roughly equivalent to the entire population of India, the world’s second most-populous country.
  • Almost half of all Twitter accounts – 44 % – have never sent a tweet.
  • Two new users join LinkedIn every second.
  • Instagram’s per-follower engagement rate is 58 times higher than Facebook’s and 120 times higher than Twitter’s.
  • Pinterest generates more than 400% more revenue per click than Twitter, and 27% more per click than Facebook.

#2: What to do about your competitors

In today’s digital society it is no longer a matter of choice for a company to have a presence on social media, you have to be part of it in order to survive and thrive within this competitive landscape. Fortunately, tracking your competitors correctly on social media helps you see what they are doing, gain great insight and see how you measure up against them.

Before social media, businesses and corporations were paying an arm and a leg to get the kind of information on their competitors that we can now access for free on social media.

Here is what you should be doing when it comes to your competitors:

  • Follow your competitors
  • See what content they’re putting out and how they’re doing it. Are they using a different angle or perspective on things than you do? How are the responding to customers?
  • Facebook pages to watch – Did you know that you can create a list of your competitors’ Pages on Facebook, and Facebook will automatically help you monitor their performance statistics?
  • Twitter Lists – Hands down, the easiest way to sift through your Twitter competitors (and the rest of the network, too)
  • Read through their reviews that they’re getting on their Facebook Pages or Google+.

#3: Always think about your content

Consumers are so overwhelmed with information on any newsfeed that they are filtering out the noise. And unless you catch their attention in authentic and engaging ways and with quality content, your message will get filtered out too.

Click Here to learn how to create ridiculously good content that everybody wants to read.

#4: Embrace the latest social media platforms

People are just starting to become experts on Facebook and Twitter but now the latest social media platforms are starting to take over and we can not ignore them. We have to embrace Snapchat, Instagram and Pinterest.

2016 is going to be the year of video and live streaming. So professionals need to understand that a platform like snapchat is not just for teenagers, it can be heavily used to enhance your business. Brands and content creators are using Snapchat to produce daily stories that engage and excite audiences. it’s perfect for real-time social media marketing.

Visual content sparks engagement, it must attract attention, entice action or sharing, and inspire advocacy becomes the ultimate form of marketing.

#5: Take full advantage of the free tools available

Whether you are part of a startup or an enterprise marketing department, there will always be a budget. And the majority of the time it is never enough. So when you get use something for nothing is a great bonus and there are some great free tools out that for you to use.

  • Hootsuite

This is one you have probably heard of before as it is a trusted giant in the land of the social media tools. And it comes highly recommended. It includes features such as a multi channel social media listening tool, a scheduling tool, RSS feeds, analytics and reporting.

  • Buffer

On Buffer’s free plan, you can track all the major engagement and activity stats for every update you post to help you determine the perfect moment to schedule your future posts to maximise your exposure.

  • Followerwonk

Followerwonk shows you detailed breakdowns of your followers and activity. Click on the Analytics tab, enter a Twitter username (either yours or someone else’s), and view information on followers and following. See stats like when your followers are online, when you typically post, and how your followers fall into categories like social authority, activity, total tweets, and follower count.

  • Viralwoot

This tool is only for Pinterest and goes beyond analytics. You can schedule pins, promote pins, and gain new followers all through Viralwoot.

By using these tools, you will shave so much time off your social media planning and marketing while providing data that’ll help you make the most of your campaigns.

Want to learn more about Social Media? Join us at the 3XE Digital Social Media & Content Marketing Conference at Croke Park, Dublin on May 11th 2016.