TLDR MARKETING 2024-06-27

INTRODUCING NOTION SITES

Notion has introduced Notion Sites, turning its one-click "Publish" button into a comprehensive suite of website-building features. It allows users and brands to create various types of websites, such as company homepages, job boards, and help centers, with options to connect custom domains or use Notion's URLs. Users can improve site visibility with SEO tools and Google Analytics integration. There is a Plus plan that allows for the customization of headers, themes, and favicons. Upcoming features include charts for visualizing data.

THE BEST OF CANNES 2024: KEY MOMENTS AND TRENDS FOR THE YEAR AHEAD

Key trends from Cannes Lions include embracing RMNs for data and attribution capabilities and scaling audience reach via partnerships on platforms like CTV. Publishers are prioritizing deeper funnel engagements and urging marketers to focus on purchase completion metrics. Sustainability, guided by the Global Alliance for Responsible Media, is prompting the adoption of eco-friendly practices. Cultural convergence, seen in installations like Stagwell's "Sport Beach," suggests leveraging sports fandom for audience engagement.

SEE GOOGLE'S "NEXT CHOICE" FOR A FEATURED SNIPPET

"LOW INTENT MATCH" METHOD FOR SEO

Marketers can employ the "Low Intent Match" method to identify search queries with unmet needs. This involves focusing on search intent where existing top content falls short, such as broad guides ranking for specific tools queries. By creating targeted content like "49 Best Voice of Customer Tools," they can better fulfill the exact need. The process includes deep manual keyword research, clustering keywords by SERP similarity, and analyzing groups for intent mismatches. This strategy can help content to rank quickly and draw significant traffic, even outranking major competitors.

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DISTRIBUTE

Distribute.so is a platform that streamlines all your GTM playbooks. It allows you to build fully customizable content pages, mini-websites, and lead magnets via a drag-and-drop editor. Dozens of page templates are available. The tool has 30+ integrations including ConvertKit, beehiiv, and HubSpot.

SUPPORTING SMALL BUSINESSES ON TIKTOK SHOP

TikTok Shop launched the SOAR Together program to empower SMBs, entrepreneurs, and creators. The initiative aims to provide tailored support, resources, mentorship, and networking opportunities to help SMBs thrive on TikTok Shop. The first 2 programs under the initiative focus on supporting women-owned and LGBTQIA+ businesses.

HOW CLICKUP BLENDS PLG AND SALES-ASSIST

In this interview, ClickUp's COO shares how a hybrid approach of PLG and sales-assist can lead to improved growth metrics and a 50% reduction in CAC payback. ClickUp aligns its teams across growth, product, sales, and customer experience, and segments the business into self-serve and sales-assisted. To make it work, it combines data from product activity, account details, and marketing signals to inform its sales strategy. The interview also covers details on other key pillars behind its strategy and its journey to successful growth.

THE PSYCHOLOGY OF THE LABOR ILLUSION

The Labor Illusion explains why people may value something more when they think it takes a lot of effort. For example, a study found that homebuyers rated apartments 36% better if they'd been told a real estate agent had spent 9 hours researching, compared to a group told that their agent spent 1 hour. Brands can use this psychological principle by telling prospects in ads how much work went into the product, showing the thought process behind outcomes in product descriptions, or copying the scarcity and exclusivity in Hermes' buying process.

MASTERING FLOOR PRICING: THE KEY TO OPTIMIZING YOUR PROGRAMMATIC AD REVENUE

Scott Kolb, co-founder of Longitude Ads, discusses the importance of setting effective price floors in programmatic advertising to maximize ad revenue. He explains the need for adaptive flooring strategies that are tightly integrated with a publisher's wrapper to dynamically adjust floor prices based on real-time bidder behavior. Standalone flooring tools often fail to account for all variables during user sessions, leading to inefficiencies. Kolb provides examples of significant revenue increases when adaptive flooring strategies are correctly implemented, such as a sports media website experiencing a 76% RPM lift during March Madness.

THE DEATH OF THE B2B COPYWRITER

The future of B2B copywriting isn't about writing copy – it's about helping brands uncover and create genuine thought leadership for their industry.

MASTERING SEGMENTED GO-TO-MARKET (WEBINAR)

A free virtual event on August 7th that covers how to identify your ideal ICP, craft your messaging, design your homepage, and build a personalized demo.

OLYMPICS TARGETS YOUNGER AUDIENCES WITH NEW BRAND PLATFORM

The IOC launched "Sport. And More than Sport" to engage younger audiences ahead of the Paris 2024 Games.