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Last Build Date: Fri, 17 Nov 2017 11:30:28 +0000

 



Digital Marketing News: Social Storefront, The Trust Project and Facebook’s New App

Fri, 17 Nov 2017 11:30:28 +0000

Social Content is the New Storefront [Infographic] Regardless what others might say, social content is here to stay. Instead of heading to local storefronts, consumers are now heading to social media platforms to find what they need in the in and off-season. Social Media Today Google tries to bring more transparency to news content with help from The Trust Project Google has teamed up with The Trust Project that works with over 75 news organizations to determine the difference between quality and promotional content that may be plagued with misinformation. Search Engine Land Facebook's New App Connects Creators With Video, Fans And Watch Shows Facebook is on the hunt for new influencers and wants to see how these experts interact with their networks. Their new app will give “internet stars” a chance to publish, edit and film live video with their audiences. AdAge Google’s Big Daddy Update: Big Changes to Google’s Infrastructure & the SERPs Big Daddy has been on the scene since 2005 as part of infrastructure changes. And while it hasn’t always been a fan favorite, it has impacted the approach to SEO. Search Engine Journal The State Of Subscription Video, In 5 Charts With more and more content publishers and brands looking to video as the new frontier, many are also looking to monetize their offerings. But how well does subscription video perform in our current content landscape? Digiday Google aims to make apps for Google Assistant more functional and discoverable Are homes getting smarter with the help of Google? According to Google, they are making a number of updates to make it easier for third party apps to integrate and develop specific items for key users. Search Engine Land The Huge Impact of Amazon This Holiday Season (And How Retailers Can Compete) It’s getting even harder to compete with larger retailers during the holiday season. In fact, a new report found that shoppers expect to make at least one purchase for Amazon. Where does that leave other retailers during the holiday season? MarketingProfs LinkedIn lets advertisers generate leads from Sponsored InMail, Dynamic Ad campaigns As of April (no fools) LinkedIn launched their lead gen forms which let advertisers collect information through Sponsored Content Ads.Now, these options are available to members using the Sponsored InMail ad format which has enabled brands to add their own questions to the forms. MarketingLand What were your top digital marketing news stories this week? We'll be back next week with more digital marketing news! If you need more in the meantime, follow @toprank on Twitter or leave your thoughts in the comments. The post Digital Marketing News: Social Storefront, The Trust Project and Facebook’s New App appeared first on Online Marketing Blog - TopRank®.[...]



How B2B Brands are Getting Creative on Twitter with 280 Characters

Thu, 16 Nov 2017 11:30:52 +0000

Could you imagine pulling an Oreo cookie out of its sleeve to find four chocolate wafers and two layers of cream filling? Or taking home a six-pack of beer and somehow discovering 12 bottles crammed inside? It’d be discombobulating to say the least, and that’s how many of us marketers are feeling about Twitter’s recent [...]

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How to Use Big Wins to Drive Continuous Content Marketing Performance

Wed, 15 Nov 2017 11:30:41 +0000

Like all brands or marketers, you’ve likely experienced a few content marketing campaign mishaps in your day. Despite your best efforts, sometimes a campaign just doesn’t quite reach its objective or it outright flops. And when this happens your disappointment typically spurs you into action as you work furiously to pin down exactly where you [...]

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How We’re Building a Digital Advertising & SEO Dream Team

Tue, 14 Nov 2017 11:30:49 +0000

In today’s competitive and content-saturated digital landscape, SEO is no longer a stand-alone, sure-fire way to grab audience attention in the search results. As a result, the role of a search marketer is transforming beyond the traditional walls of organic SEO and merging with the world of digital advertising — and the hunt for skilled [...]

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Do You Really Need Another Blog Post? Why Content Marketing Needs More Flexibility

Mon, 13 Nov 2017 11:30:50 +0000

For at least a decade, the 500-word blog post has been the atomic unit of content marketing. Marketers like Joe Pulizzi and Marcus Sheridan built their entire careers on blogging. In Joe’s case, he started the blog without a business plan or a product, and developed both after building an audience through insightful, valuable blog [...]

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Digital Marketing News: Email vs. SMS, Twitter Trolls Itself and Google’s AI Wizard

Fri, 10 Nov 2017 11:30:22 +0000

Email vs. SMS: Battle of the Heavyweights [Infographic] In a battle of email vs. SMS, who is the winner? This infographic shows the differences between the two tactics in terms of volume, engagement, preferences and effectiveness by medium. MarketingProfs src="https://www.youtube.com/embed/27ydLPwQRLA" width="560" height="315" frameborder="0" allowfullscreen="allowfullscreen"> Twitter trolls itself on new 280 character limit As you may have heard via everyone’s favorite venting platform, Twitter has increased their allotted character count to 280. While many are happy with this change, some are disappointed or even concerned that it will ruin the value of the platform. CNN Tech Google's AI Wizard Unveils A New Twist on Neural Networks This is a story 40 years in the making. Geoff Hinton (the man behind AI) published two new papers that offers a new twist on neural networks that enable machines to better understand the world via images and video. Wired Study: Longer Videos Mean Higher Engagement Even in the age of decreased attention spans, it seems that audiences prefer long-form video over short-form video. In fact, videos over 90 seconds receive 78% more shares and 74% more views. MediaPost Instagram Stories and WhatsApp Status hit 300M users, nearly 2X Snapchat When it comes to features, it’s hard to tell the difference between Instagram Stories and Snapchat these days. Now that Instagram Stories has a solid user base, it’s time for Facebook to innovate and move away from copycatting Snapchat. TechCrunch Facebook Registers Soaring Ad Revenues, Mobile Dominates. Facebook experienced amazing third-quarter results with almost a 50% increase in advertising revenue. Additionally, 88% of that revenue is represented by mobile advertising. MediaPost New Salesforce And Google Partnership Shakes Up The Cloud Race The chocolate and peanut butter of marketing and sales analytics are finally coming together, as Google and Salesforce announce a new joint venture. Salesforce is committing to using Google’s G Suite, while Google Analytics will be fully integrated with Salesforce’s core platform. Salesforce has committed to using Google’s cloud storage as well, but will maintain multiple cloud vendors for the time being. Forbes Older Photos and Videos Can Now Be Added to Instagram Stories Instagram is now allowing users to add older photos from their camera rolls into their Instagram Stories. According to AdWeek, "Instagram said it will automatically suggest a new sticker to add context on when older photos or videos were taken, and users can choose to rotate, resize or remove the new sticker altogether before sharing their Stories." AdWeek What were your top digital marketing news stories this week? We'll be back next week with more digital marketing news! In the meantime, if you have something to share Tweet us @toprank or @Tiffani_Allen. The post Digital Marketing News: Email vs. SMS, Twitter Trolls Itself and Google’s AI Wizard appeared first on Online Marketing Blog - TopRank®.[...]



Report: What Marketers Need to Know About the ‘State of Video Marketing’

Thu, 09 Nov 2017 11:30:55 +0000

These days, there’s little doubt among marketers that video content is an incredibly powerful content marketing tool. After all, humans are visual creatures by nature, so it stands to reason that video often satisfies our content appetite. In fact, according to a Think With Google study, 50% of internet users said they’ve looked for videos [...]

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Here we Grow Again: Welcome New VP Katie Uphus to TopRank Marketing

Wed, 08 Nov 2017 11:05:45 +0000

TopRank Marketing evolved from PR to digital marketing agency in the mid 2000’s, right about the time our new VP of Operations got into agency project management. Twelve years and multiple advancements from a creative agency Director of Production to Senior Director of Operations later, Katie Uphus has now joined the team as Vice President [...]

The post Here we Grow Again: Welcome New VP Katie Uphus to TopRank Marketing appeared first on Online Marketing Blog - TopRank®.




4 Tips for an Out-Of-This-World B2B Marketing Agency Partnership

Tue, 07 Nov 2017 11:30:56 +0000

Who was the first person to set foot on the moon? Of course the answer is Neil Armstrong — who else? But, actually, the question really is “who else?” In order for Armstrong to walk the moon, there were innumerable individuals who contributed something large or small to get him there. His mom and dad, [...]

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5 Questions to Answer BEFORE You Develop a Social Media Strategy

Mon, 06 Nov 2017 11:30:56 +0000

Last weekend I decided to build something. So I went to Home Depot and asked a nice man in an orange apron to tell me what supplies I needed. “Okay, what are you building?” he asked. “Oh, you know, something…maybe out of wood? Perhaps a birdhouse, or some furniture, or a planter,” I replied. “Don’t [...]

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Digital Marketing News: Clowns for Whoppers, Facebook Dynamic, Automatic Messages

Fri, 03 Nov 2017 10:04:09 +0000

Persado now generates emotionally-targeted marketing messages for individuals. Copywriters, prepare to start feeling nervous: Persado uses machine learning and people’s reactions to previous campaigns to determine users’ emotional profiles and is now launching Persado One, which allows the text to be generated for individual users. MarTech Today How many people see your content on each [...]

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Should I Hire an In-House Digital Marketing Specialist or Tap an Agency for Help?

Thu, 02 Nov 2017 10:30:00 +0000

The digital marketing landscape is changing at a rapid pace, with many organizations planning to up their budgets and diversify their tactics in the coming years. In fact, according to Forrester research, CMOs will spend nearly $119 billion on search marketing, display advertising, online video and email marketing by 2021. “Over the next five years, [...]

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What You Need to Know About Optimizing Content for Voice Search

Wed, 01 Nov 2017 10:30:17 +0000

Thanks to the emergence of technologies such as mobile personal assistants, Amazon Echo, Google Home, Cortana, and others, there’s no doubt that voice search is on the rise. These days, consumers can send text messages while driving or use a mobile personal assistant to complete simple actions. In fact, Gartner predicts that about 30% of searches will be conducted without a screen by 2020. In addition, another study from ComScore, states that voice searches will account for nearly 50% of searches, too. That means we marketers need to start thinking how we can get our content in front of our audience via voice search channels. While optimizing content for voice search can seem daunting, there are a few easy tips that can help you start gaining more visibility for those types of queries. Focus on Featured Snippets We continue to see featured snippets more and more in search engine results pages (SERPs). These SERP features show qualified results right on the SERP, which can lead to quicker answers to questions. In addition to speeding up the way people are receiving answers on Google, we know that featured snippets drive more organic website traffic, too. Featured snippets can help you leapfrog competition on a SERP to gain more visibility as opposed to only relying on a main keyword ranking. Here's an example of one of TopRank Marketing's own featured snippets. Back in July, Britney Muller of Moz gave a presentation at MnSearch about the future of SEO. One area that she focused on was how to rank for featured snippets. The reason Muller focused on this area for the future of SEO was because voice search is fueled by them. With that in mind, she outlined what she thought was the top five ranking factors for featured snippets: Links Quality content On-page optimization Engagement metrics Speed Each ranking factor is not new to the SEO industry, but they make sense to focus on. Links are still an important ranking factor, as well as content quality and on-page optimization. Engagement metrics and site speed have also been important, but the focus is increasing for these areas. Both areas relate to the experience on mobile devices, since that is where the majority of voice searches are coming from. To find featured snippets to target, use tools like SEMrush or Ahrefs to reverse engineer the content. Most of the time, the featured snippets are around 40 to 50 words, so it is important to keep your content clear for the intent. To trigger a featured snippet, use conversational language and/or questions. A quick way to leverage question based featured results is to create a FAQ page with common questions about your business or industry. Use Conversational Keywords Speaking of conversational keyword queries, they help reveal the intent more clearly than the “money" (or more traditional) keywords. This often leads to longer queries for voice searches. For example, a traditional "money" keyword may be something like "content marketing software." But a more conversational, voice search keyword query may be something like "what is the best content marketing software." Google has been encouraging this type of behavior for years, especially with the Hummingbird update back in 2013. People communicate with conversations, not just keywords. Associating the right keywords with concepts helps the overall content quality as opposed to targeting only one or a couple keywords per page. So, it’s important to identify the keywords that people search for, but focus on creating the content that is more conversational. When it comes to local search, include keywords or landmarks that people in the neighborhood would use. That way, search engines can correlate the content with a geographical area, which can help i[...]



4 Spooky Marketing Lessons from Classic Halloween Monsters

Tue, 31 Oct 2017 10:30:15 +0000

Halloween is objectively the best holiday of the fall-winter season. You don’t have to go broke buying people gifts. You don’t have to cook an enormous meal (then pass out after gorging on turkey). The only obligations for Halloween are to play dress up and eat candy! Not to mention I’m somewhat partial to the [...]

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Be the Best Answer: 5 Steps to Grow Influence for Your Brand

Mon, 30 Oct 2017 10:00:12 +0000

“Be the Best Answer” is an expression my team and I have used many times in client strategy planning, training, presentations, webinars, blogging, and in my book Optimize about the intersection of search with owned, earned, paid and shared media. Being present in a relevant, credible and useful way on all the channels where buyers are looking is [...]

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Digital Marketing News: Pinterest PPC, Facebook Sets, Online Beats Offline Shopping

Fri, 27 Oct 2017 10:00:04 +0000

Need help understanding Machine Learning? We now live in an age where machines can teach themselves without human intervention. Sound scary? It should. Scary amazing that is. Applications for machine learning extend from marketing to medicine to interstellar space travel. Find out what Machine Learning is, how it works, and how it will change the [...]

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Content Marketing Tactics for Search Marketers – International Edition #SMXLmilan

Thu, 26 Oct 2017 10:00:05 +0000

Content is both king and kingdom in a digital world full of stories. Brands and consumers alike are experiencing and publishing content on a daily basis. Between information overload, increased complexity of search engines and changes in consumer search behaviors, many marketers are less than confident about how to optimize their content marketing. How can [...]

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How 7 Brands Connect With Audiences Through Long-Form Video Content

Wed, 25 Oct 2017 10:30:45 +0000

Content comes in many forms, including social media messages, blog posts, video, and more. But video is largely ignored with only 30% of B2B marketers believing video will be critical to their content marketing success. Considering video accounts for 74% of all internet traffic your brand cannot ignore video marketing. With audience’s having an average [...]

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B2B Content Marketing Benchmarks: How We All Can Do Better

Tue, 24 Oct 2017 10:30:01 +0000

B2B content marketing is having a moment—a moment that’s rapidly becoming a movement. We’re finally breaking free of the idea that “professional” means “boring.” Transparency and authenticity are becoming more than just buzzwords. Unique, emotionally compelling content used to be the outlier; soon it will be the norm. It’s thrilling to see B2B content marketers [...]

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The State of Minnesota Marketing: Insights from 6 Minnesota Brands

Mon, 23 Oct 2017 10:30:28 +0000

Minnesota is home to numerous nationally and internationally known brands, ranging from household consumer names like Target and Best Buy to giants like Cargill and United Healthcare. Given their broad focus, their home state isn’t a singular marketing focus for these big companies. But what about brands where the state brand plays a part of [...]

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