Marketing teams are typically organized into 3 sub-functions: Content & Brand, Growth Marketing, and Product Marketing. Oftentimes, each sub-function works in silos. To solve this, organize Marketing like Product by creating producer roles that connect the dots. Early on, the top priority should be hiring people who are both strategic thinkers and effective executors – scale the team by filling in gaps around these people. This article provides recommended org charts for teams of 1-10, 10-20, and 20+.
Online reviews act like digital focus groups — they reveal what resonates with customers, how brands stack up against competitors, and common complaints. For instance, Tylenol improved its product labeling after discovering consumer confusion from reviews, leading to better customer satisfaction. Similarly, Estée Lauder learned about the negative impact of a formula change on its ratings, while Scünci realized its durability claims did not match consumer expectations. Customer reviews act as real-time feedback mechanisms, showing which aspects of a product are well-received and which areas need improvement.
Learn how to identify AI tools that enhance your tasks, simplify unwanted work, or offer valuable, unexpected features.
8 tips from SEO experts for aspiring conference speakers.
India currently sees the most ChatGPT adoption, followed by Morocco, the UAE, and Argentina. The U.S. is in 9th place.
12 reasons why your LinkedIn ads might be falling short, and ways to fix them.
The White House Creator Economy Conference invited 100 creators and industry pros to hear concerns about AI, compensation, and the impact of social media on mental health. President Biden recognized creators as influential new media sources and emphasized their role as top job aspirations. Marketers were advised to adapt and invest in becoming "creator ready", addressing concerns about TikTok regulations and the need for more social platform competition.
With over 74,500 posts on TikTok under the #demure hashtag, brands like Ssense and Anthropologie have rapidly incorporated the viral phrase into their marketing. While quick adoption can boost relevance, strategists warn that misalignment with brand identity can lead to missteps. The emphasis should be on understanding the deeper cultural meaning behind trends rather than just capitalizing on their popularity.
Customers often search for “[Company] coupon code” only to find expired or fake discounts. Creating a secret discount page on your website can capture these searches, rank highly on Google, and provide customers with a genuine deal. This tactic has proven to increase conversion rates and customer satisfaction.
To find suitable journalists for your story, start with media databases like Cision or MuckRack to identify potential contacts. Use Google News to find recent articles and the journalists behind them. Leverage X and LinkedIn to confirm contact details. Check the target publication's contact or staff directory pages to find relevant journalists and verify they haven't covered your topic already. Review journalist bios and recent articles to confirm their beat and interest. Personalize your pitch to align with each journalist's focus and avoid mass emailing.
Targeting low-competition, long-tail keywords helps smaller sites rank higher and attract niche audiences. Despite lower search volumes, these keywords offer valuable cumulative traffic and higher conversion potential, aiding in building authority and driving sustained organic growth. Strategies for discovering these keywords include analyzing competitors, using tools like Semrush, and exploring platforms like Reddit.
CandyIcons offers AI-generated app icons for your products. You can select from the library of available icons or create your own using a simple text input. CandyIcons also offers a free favicon generator and a free iOS/macOS asset generator.
Google is expanding its AI Overviews in Search by providing more detailed information directly in search results. This potentially reduces the need for users to visit websites. To address this, Google is testing new link displays within these overviews. This update could encourage users who do click through to spend more time on the sites they visit.
Melissa Cash, CEO of Pok Pok, transformed her frustration with children's apps into a Montessori-inspired business that grew monthly recurring revenue by 350%. Cash leveraged growth strategies, like sending personalized "Play Kits" to trial users, to enhance word-of-mouth marketing. Despite initial challenges in communicating the app's value, her team pivoted their messaging to highlight its Montessori influence, aligning with parents' core values. The brand's success also stems from a focus on user feedback, rigorous testing, and maintaining a creative work culture.
To improve your marketing plans, shift from task-based planning to outcome-based planning. Align your initiatives with business goals like revenue growth or customer acquisition. Replace task lists with a focus on delivering measurable outcomes, using tools like marketing return on investment to demonstrate how each initiative drives profit growth. Incorporate AI tools to refine projections, such as customer LTV and acquisition costs. Maintain budget flexibility by reallocating funds to the most effective campaigns.
Email subject line frameworks to test in your own emails.
A look into the evolution of email spam from 1970 to present.
Google has launched its August 2024 core update to Google Search. The update is designed to improve the quality of search results by showing more content that people find “genuinely useful” and less content that was made for search engines. The rollout may take up to a month to complete.
The U.S. Federal Trade Commission has finalized a ban on companies buying or selling fake online reviews, empowering the agency to impose fines of up to $51,744 per violation. The ban targets fake reviews from non-existent customers, company insiders, or AI, and also prohibits buying fabricated views or followers. The rule does not require platforms to verify the authenticity of consumer reviews. It has gained support from companies like Google, Amazon, and Yelp.
Start your welcome sequence with a "pattern interrupt" email from an unexpected sender, like an EA, to pique curiosity. The next email sets expectations about future communications, while the third email invites subscribers to connect on social media. A survey in the fourth email gathers subscriber preferences to personalize future content. The fifth and sixth emails gently introduce products or services, using social proof and addressing common objections. The final email uses a provocative question to prompt action or a reply, completing the sequence.
This piece highlights successful design elements such as Apple's clear branding, Google's simple navigation, and Airbnb's responsive design. Key practices include implementing fast load times like Dropbox, using compelling headlines from Slack, and embedding high-quality images similar to Squarespace. Other notable elements are interactive features like those on Spotify, the consistent layout seen with Microsoft, and user-centered design as exemplified by Asana.
Air is a tool that helps manage and optimize digital assets through a centralized platform. It automatically transcribes videos and makes the transcripts searchable, recognizes and tags faces and text in images, and locates specific content based on detailed descriptions. The platform also functions as a self-serve content hub, providing easy access to necessary materials for various teams, from marketing to sales.
Threads now has analytics, post scheduling, and drafts. The analytics feature provides metrics like view counts, interaction insights, follower growth, and audience demographics. Users can now schedule posts directly in the desktop app and save up to 100 drafts for future posting.
The "underconsumption core" trend on TikTok promotes buying less, saving more, and making the most of what you already own. Its influencers showcase DIY projects, thrifting, and repurposing to encourage a minimalist lifestyle.
FlutterFlow, a no-code mobile app platform, has muted branding in order to let its customers' brands shine. The company website includes a template marketplace, which allows the brand to rank for keywords that its prospects are searching. FlutterFlow primarily uses YouTube for its content marketing, focusing on tutorials and guides. It also hosts a blog, social media channels, and a knowledge base. The brand also runs build challenges before, which gets people to use the tool and generates organic word-of-mouth.
A guide that shows you how to use canonical URLs correctly.
Kamala Harris' campaign has been editing news headlines in Google search ads to make it look like certain outlets support her.
Sites that load content through JavaScript run the risk that Google isn't able to index all of it.
Google has announced upgrades to its Trending Now experience within Google Trends designed to help users discover emerging online trends in real time. The new features include fresher data thanks to a new forecasting engine, data from 100+ countries and regions around the world, and new insights about the trend's trajectory and related news.
A new study from LinkedIn highlights that both format and creativity matter for B2B ads. Decision makers say that B2B ads lack humor, emotional appeal, characters they can connect with, and a unique perspective. Yet, when ads are seen as “creative” in those ways, decision makers are 40% more likely to consider purchasing from the brand. The study also found that video ads on LinkedIn tend to drive more impact than display ads.
Mobbin, a mobile and web design reference library, found that adding elements like feature tables and FAQs on the pricing page dramatically increased engagement and conversion rates for free plans, but in some scenarios reduced paid plan sales. Its team believed that this extra content was a distraction for the segment of users who had already decided to buy. Mobbin ran a test that routed higher-intent users (those who clicked on a ‘Get Pro' link) to a slimmed down version of the plan pricing, without the free option. This resulted in an 18% increase in transactions.
This post outlines SEO issues and their respective fixes. These include managing image pages on WordPress, addressing non-secure HTTP pages, and identifying low-quality pages that shouldn't be indexed. It also covers the importance of matching content to search intent, properly using tags and categories, and ensuring titles and H1 tags are consistent. Additional issues involve fixing redirect chains, avoiding canonical interlinks, and redirecting 404 pages with valuable backlinks.
A teardown of Grammarly's user onboarding survey. Best practices for this type of survey include starting with simple questions, highlighting how the questions will benefit users, clearly communicating when questions are personalized based on prior inputs, and showing you care by asking about the user's goals early.
This browser extension integrates Reforge's expert-backed coaching into tools like Google Docs, Confluence, Notion, Jira, and Linear. It helps users create documents without switching platforms. Unlike general AI tools, its advice is based on insights from trusted product, growth, and marketing experts, with links to deeper Reforge content. No paid Reforge membership is needed to use the extension, though some materials may require one.
Raindrop organizes bookmarks across multiple platforms, allowing users to save, tag, and categorize links efficiently. Save important passages from the web, gather and edit ideas collaboratively, and never worry about losing saved content even if the original page is deleted.
This Google Doc contains 12 email templates to increase the chances of progressing deals through the funnel. Each framework focuses on addressing objections and creating consensus among decision-makers. Templates include the discovery preview, post-demo follow-up, objections follow-up, and more.
Calendly grew from an MVP product in 2013 to a company now valued at $3 billion. Early on, the company struggled to maintain a unique value proposition in a crowded market, monetize its users without harming customer satisfaction, and find the right level of customization to offer to users in different segments. Ultimately Calendly succeeded due to its freemium model, which helped spread organic word-of-mouth, as well as its personalized marketing to keep users engaged. Some of its successful marketing initiatives include webinars and educational content, discount code campaigns via Google Ads, and enabling its customers to embed Calendly in their own ads.
A Before & After section, best placed right under the hero, forces you to get crystal clear about your positioning.
This guide shares GIF best practices, technical considerations, and examples from Bespoke Post, Ogee, Jameson Whiskey, and more.
A list of sites packed with email copywriting and design ideas, including Kickdynamic, Swiped.co, Microcopy.me, and more.
Sponsored
Our biggest event of the year, PRODUCT MARKETING SUMMIT SAN FRANCISCO is just one month away.
Brands are integrating gaming into their advertising strategies through interactive ad formats. Disney launched advergames on Hulu and ESPN, allowing viewers to engage in trivia and rapid-fire games linked to brands. Amazon introduced interactive trivia ads that offer quiz-like experiences and incentives like shopping credits. Discord embraced "sponsored quests," enabling users to earn rewards while participating in brand-related gaming activities. This trend reflects the growing acceptance of gaming, with consumer spending on mobile games recently surpassing $20 billion.
Instagram has experienced a resurgence in beauty content, with a 68% YoY increase in video views during the first half of 2024. Despite TikTok's growth in activated influencers, it has not seen corresponding increases in engagement, contrasting with past trends. Brands are increasingly relying on sponsored content, but engagement growth for these posts has been modest compared to the rise in mentions, suggesting audience fatigue.
Storytelling, much like cooking, requires a balance of flavors and textures. Miniature stories make sense for social media platforms, where attention spans are short. Actions add drama to stories, and they make readers want to read on because they want to know what happens next. Details give credibility to a story and pull readers into it. A transformation or insight from the story builds authority and gives people a reason to read it.
Freebies, like guides or checklists, can help with acquiring long-term customers. Start by enhancing your best-performing freebies with brand updates, content refreshes, and quality improvements. Review landing pages and ads to optimize all supporting content. Relaunch the updated freebie to your audience, who may not be aware of it. Plan a yearly review to keep your lead generation content effective.
HTML headings such as H2 and H3 are powerful ranking signals to search engines. Devaka Tools offers a quick and free way to identify and extract on-page headings via a bookmarklet. Thruuu is an AI-powered SERP analyzer that covers images, keywords, and HTML headings. Surfer is a content writing tool that provides on-page suggestions, including the number of headings and their keywords.
Twitch has launched a video stories feature that allows streamers to create and share 60-second videos directly on the platform. The feature aims to keep streamers connected with their audiences even when they're away from their setups, offering a way to share BTS content and promote upcoming streams. By expanding its story format to include video, Twitch hopes to reduce streamers' reliance on external platforms like Instagram.
Coca-Cola and Oreo are launching 2 limited-edition products: an Oreo Coca-Cola Sandwich Cookie and a Coca-Cola Oreo Zero Sugar beverage. The partnership includes a campaign designed to strengthen connections among friends through digital and physical experiences. Users can participate on Spotify to compare their music tastes with friends, generating a shared playlist. Additionally, a “Bestie Mode” merchandise line featuring socks, tote bags, and notebooks will be launched in collaboration with Forever21.
Gen Z is entering the workforce with priorities that favor long-term well-being over short-term perks. Retirement benefits are crucial, with 65% of undergrads unwilling to accept a job without them. This generation prioritizes skill-building, viewing advanced skills as essential for career success. 90% value learning and development benefits. Flexibility in work arrangements is seen as standard, with 82% wanting the option for remote work while still appreciating in-person community. Values alignment is also important, as 65% would not apply to jobs that misalign with their core values.