TLDR MARKETING 2024-11-19

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BRANDS ARE FINDING ENGAGED, NICHE AUDIENCES ON SUBSTACK

Brands are leveraging Substack's niche, loyal audiences through affiliate marketing, tapping into creators who build engaged communities with long-form content. With 3 million paying subscribers, creators like Melanie Masarin have successfully moved products via affiliate links. While Substack's reach isn't as large as Instagram or TikTok, it offers more in-depth product context, allowing for authentic connections with paying, engaged readers.

PEW RESEARCH: AMERICA'S NEWS INFLUENCERS

About 1 in 5 Americans, including 37% of adults under 30, regularly get news from social media influencers. X is the leading platform for news influencers, with 85% active on it. A slight majority of news influencers identify as right-leaning (27% Republican vs. 21% Democratic), and 77% have no formal ties to news organizations. 63% of news influencers are men.

10 MARKETING PROS GIVE THEIR TOP TIPS

Embrace negative reviews to boost credibility. 95% of consumers suspect censorship when there are no negative reviews. Creating human-driven content helps brands stand out among the millions of daily blog posts. Diversify strategies beyond SEO, leverage UGC platforms, and empower employees as internal influencers to foster authentic engagement. Tailor campaigns with customer insights and use email marketing alongside AI tools to ensure brand-consistent content and improve efficiency.

7 TIPS TO WIN BLACK FRIDAY ON SEARCH

Ensure your content is accessible through a well-placed Black Friday topic tag page and link all related content. Regularly update pages with new product info, price changes, and keywords based on hourly keyword research using tools like Google Trends. Integrate affiliate content seamlessly, promote deals on social media, and utilize audience channels like newsletters or WhatsApp groups. Be proactive about linking content, use a table of contents for large posts, and promptly reflect product changes to maintain transparency and credibility.

HARO/CONNECTIVELY PLATFORM CLOSING DOWN DECEMBER 9

Help a Reporter Out (HARO), now known as the Connectively Platform, is being shut down on December 9. For SEOs, the tool was a way to gain organic coverage and links from journalists. Alternative tools include Sources of Sources and JournoFinder.com.

PERPLEXITY INTRODUCES A SHOPPING FEATURE FOR PRO USERS IN THE US

Perplexity's new shopping feature enables Pro users in the US to shop directly within search results, bypassing retailer websites. The tool, powered by integrations with Shopify and other sellers provides product details, pros and cons, and one-click checkout with free shipping for subscribers. Unlike traditional shopping engines, Perplexity has “unbiased” recommendations, and there are no sponsored slots or affiliate cuts.

IMPLEMENTING LINKEDIN'S SERVER SIDE CAPI

Server-side tracking with Google Tag Manager (GTM) enhances LinkedIn ad performance by overcoming browser limitations, respecting user privacy, and providing greater control over tracking. To set it up, configure a LinkedIn Conversion API tag in a server-side GTM container using an access token and conversion ID from LinkedIn Campaign Manager. Match conversions with data points like hashed emails or LinkedIn click IDs for better accuracy. Use GTM Preview mode and LinkedIn analytics to test and verify data flow.

HOW POSTHOG GROWS: THE POWER OF BEING OPEN-CORE

HOW MARKETERS ARE SPENDING THEIR MONEY IN 2025

Content creation leads the way for 2025, with 63% of marketers planning increased budgets due to the need for versatile formats and podcast expansion. Social media ad strategies are shifting, as 55% of marketers plan to increase spending on X, but many prefer influencer partnerships for better ROI. Remarketing will see an 89% budget increase, highlighting its role in optimizing ad spend amid rising costs.

MARKETING RECRUITERS LIST (NOTION)

A running list of marketing recruiters' websites and LinkedIn.

10 CREATIVE ADS

A discussion of the principles that make these 10 ads from brands like Nutella and Samsung effective.

HOW TO AUDIT HTML HEADINGS ON ANY PAGE

Use Screaming Frog, SEO Pro Extension, Serp.tools, or WebCEO to audit and improve page headers.