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Creating good content that resonates with your audience is difficult, but an active community is a great source of fresh ideas. Rather than relying on keyword research, listen carefully to community members' conversations and questions and create content around it, actively facilitate user-generated content from your community, and invite contributions, such as community members’ own stories and advice.
Treating marketing as an investment instead of a cost benefits businesses by promoting smarter resource allocation, data-driven decision-making, and a focus on long-term growth. Content marketing can be compared to stock investing in the sense that both can bring long-term returns when done right. This article uses examples from Salesforce, NerdWallet, and Hootsuite to illustrate how an investing mindset for content creation can create long-term growth and market dominance.
This article delves into the profound impact of holistic content experiences using a Van Cleef & Arpels' ad as an example. To craft impactful content, the brand evoked specific feelings and emotions through various elements like visual appeal, language, and subtle marketing. 3 main steps are outlined to achieve similar results: start by defining what feeling you want to evoke, test, and optimize for the selected emotional response, and expand the right experience across channels.
Notion has become a buzzing hub where creators build and sell functional templates that make the day-to-day operations of millions of users smoother.
YouTube TV continues to get new subscribers and maintains its position as the largest ‘cord-cutter’. Meanwhile, traditional cable continues to bleed subscribers.
A list of must-see keynotes, featured speakers, and companies that’ll be at CES 2024 on Jan 9 - 12, 2024 in Las Vegas.
Google has finally started experimenting with a new Chrome browser feature that disables third-party cookies. It is available to 1% of global users (30M users) initially. The change is part of an effort that Google claims is aimed at increasing privacy. However, critics argue that it may adversely affect publishers’ revenue streams and that it primarily benefits Google.
Meta’s new Link History feature aims to help users recall visited links. However, it is creating concerns due to the substantial data collection involved. Despite Meta promoting it as user-friendly, apprehension is rising over the automatic tracking of every clicked link, potential advertiser access, and lack of clear opt-in procedures.
Referral programs, such as the common “give $5, get $5”, are acknowledged for their initial effectiveness in user acquisition. However, their impact diminishes over time. This article advises prioritizing sustained value creation through viral features and growth engines. It delves into the structural components of referral programs, covering elements like the ‘ask’, target audience, incentives, and program metrics.
This post outlines an email marketing playbook for e-commerce brands. It covers audience segmentation, mobile responsiveness, automated email flows, effective CTAS, and more. It also breaks down each email tip into actionable steps.
This article details the essentials of creating effective sign-up pages, offering 14 examples and practical advice. The comprehensive guide emphasizes the importance of elements like clear headlines, minimalistic forms, and compelling calls-to-action, aiming to streamline the sign-up process and enhance user experience.
Coda is useful for managing projects, organizing meeting notes, and handouts. It works like Google Docs, but you can embed videos, maps, social media posts, and more. Day One is a free app for digital journaling. It’s good for keeping separate personal, reading, and work journals. Arc is a browser that’s good for creating separate spaces for distinct projects. BeeDocs 3D, Genially, and Venngage are good for creating compelling interactive timelines that are shareable.
This template in Looker Studio (formerly known as Google Data Studio) is an easy way to visualize and track keyword ranking data. It includes the number of ranked queries, gains and losses, the trajectory of queries, and more. To use it, make a copy of the template and connect it to your Google Data Studio source.
This post contains 10 online courses from schools like Harvard, MIT, and Stanford that range from 4-8 weeks. Examples include Strategic Social Media Marketing offered by Boston University, Applied Storytelling from Davidson, and the Art of Persuasive Writing from Harvard.
This article provides tips and strategies for effectively outsourcing quality writers. These include establishing an efficient filtering process with a Google Form and SOP, utilizing websites like ProBlogger and LinkedIn for recruitment, and employing content outlines for clarity in assignments.
An agency exec, a creative engineer, and a data analytics expert share how they are leveraging AI in their daily work. The agency exec uses generative AI for compliance, innovation, and global tech infrastructure. The creative engineer employs AI for image creation, foreseeing its evolution to enhance creative communication. Lastly, the data analyst heavily relies on AI for code-related tasks.
Branded search under Google’s Search Generative Experience is more complex and less straightforward for brands. Use a branded subreddit, knowledge base content, and UGC videos to improve results.
Jumping on social media trends without assessing their brand value and enduring impact can result in failure and wasted time.
OpenAI plans to launch a store for GPTs with custom apps based on its text-generating AI models in the coming week.
Elon Musk's X is changing up its Verified Organizations program by launching a new, more affordable tier for small and medium-sized businesses. The platform now offers a new "Basic" plan that costs $200 per month or $2,000 per year. Brands get the gold checkmark verification badge, priority support from X, access to the hiring platform, and ad credits equal to the amount paid for the plan.
E-commerce will be shaped by AI-driven personalization this year. Social commerce will gain prominence through shoppable social media and livestream shopping. Sustainability will take center stage with eco-friendly packaging and a growing market for secondhand goods. The omnichannel experience will continue to blur the lines between online and offline. Customers will expect personalized in-store experiences powered by tech.
This guide emphasizes the untapped potential of email as a cost-effective growth channel. Brands should re-evaluate their automated programs to improve activation, conversion, and retention without added costs. At the end of the day, it doesn’t matter how many people click through an email sequence. What matters is whether the sequence drove the actions you care about.
Airtable was valued at $11B in 2023 and has over 450k corporate customers. Part of its success can be attributed to a great onboarding process. This case study covers 5 onboarding lessons, including personalizing the onboarding by learning about the user to provide the right experience, providing relevant templates with tutorials to accelerate the learning curve, and enabling customers to easily use their own data.
Streaks, characterized by consecutive and unbroken activities, exert a significant influence on behavior. Marketers have recognized and implemented streaks in various apps, understanding their motivational impact. These streaks leverage psychological drivers, adding higher-level goals, gamifying activities, and motivating individuals based on identity and relevance.
This folder contains 180+ PDF decks covering major trends for 2024 from brands like Klaviyo and Deloitte. It includes reports related to marketing, technology, Gen Z behavior, AI, and much more.
Detailed is a Chrome extension that provides a quick overview of the content on the page you’re browsing. Ubersuggest offers 3 free searches daily for backlink analysis, while Ahrefs has a backlink checker tool that shows the top 100 links for a given URL. Yoast SEO plugin for WordPress is a great resource for optimizing on-page signals.
The Fresh Start Effect is why we have more motivation to start a new habit at the beginning of a new time period, such as a new year. In fact, research shows that when compared to a baseline, people are 145.3% more likely to stick to their goals at the beginning of the year. “Fresh starts” can also be buying triggers for your ideal customers. There are several ways for brands to capitalize on this, such as marketing your product as a tool to achieve their goal, or gamifying actions towards a new habit. More examples are available in the article.
The ad industry grappled with addressing clickbait websites in 2023. Major players like Google rolled out several measures, but they have not produced substantial results. Going into 2024, concerns remain about the long-term sustainability of an ad-driven internet landscape due to automation and short-term profit motives.
A cheat sheet for writing LinkedIn posts that includes a spiky point of view, a step-by-step breakdown of how to do something, a look at how things work today vs. how you think it’ll work in the future, and more.
You can use ChatGPT to create or finalize your forecast by using these prompts and your raw historical funnel data.
TikTokers made 1.82 million original UGC videos using the #mcdonaldshacks hashtag. The campaign gave a natural consumer behavior an official branded name by turning a fan trend into something official.
This article contains “anti-predictions” for ads in the year ahead. The long-awaited U.S. federal privacy law and Google’s Privacy Sandbox are unlikely to materialize, creating frustration within the industry. Publishers won’t see any big, immediate gains from the continued collapse of third-party tracking. Netflix won’t gobble up TV ad dollars, following an underwhelming first year of ads.
Last year, advertisers got access to AI tools, lost some attribution models, and faced various platform updates. In 2024, Google Ads trends revolve around 5 major shifts: the proliferation of AI-powered features, the rising prevalence of automation and smart bidding, more extensive usage of broad match, the anticipated growth of video advertising, and the forecasted evolution of search towards a more visual experience.
This year, along with prioritizing short-form video content, capitalizing on the shift toward private messaging can be beneficial. Key considerations here are exclusive offers, offers to friends so they can share private deals, and a non-intrusive messaging cadence. In addition, experimenting with gen AI tools, augmented reality, and 3D object creation are also crucial to staying competitive.
Using direct mail for customer acquisition and email for retention can lift revenue by up to 13.5%. Sending physical letters, brochures, or even packages can be more effective at attracting new customers relative to email, whereas email marketing, such as educational content and discounts, is more effective at retaining existing active customers.
Marketers have to overcome the ‘forgetting curve’ to be memorable. There are different tactics that can be employed, including the use of vivid and visual terms instead of abstract concepts. A study found that people are 4 times more likely to remember concrete words compared to abstract ones. Other tactics include encouraging product visualization, simplifying communication, and favoring storytelling over statistics.
This post shares 10 templated ChatGPT prompts for marketing a new product or service. It includes prompts for identifying an ICP, developing a brand story, creating a comprehensive social media campaign, and more.
Google will start phasing out third-party cookies this month. It will require marketers to leverage first-party data and explore new tracking techniques like Google’s Protected Audiences API and Meta Conversion API. The shift towards contextual advertising, second-party data, and universal identifiers offers promising strategies to mitigate the impact of the changes.
Many marketers think branding is colors and fluff, but it's deeply rooted in psychology and reality. A consumer’s perception of the brand influences the perception of the product, so branding does impact revenue. People prefer and trust repeated information, so a brand should repeatedly connect itself to a specific concept. People trust brands with industry authority, so companies should use reputation signals in positioning.
This experiment tested how much comment length and personalization matter. It found that longer, personalized comments brought in slightly more connection requests than short, generic ones. These comments also had a much more significant impact on profile views and comment replies.
This article discusses the readability challenges posed by ultra-wide web page designs, drawing insights from typography studies and historical newspaper layouts. It underscores the importance of adopting responsive design, limited column widths, grid systems, zoning, and other UI/UX best practices to optimize content presentation and readability.
Jon Loomer’s documentation of how his 1-year of daily short-form videos paid off with substantial audience growth across platforms.
Lush has a “zero advertising” policy. Instead, it copies the characteristics of brands in unrelated categories that have the same value offering and communicates that offering intuitively in a new context.
The tech landscape witnessed a tumultuous year with TikTok bands, the Silicon Valley Bank collapse, and ongoing OpenAI drama. In 2024, experts predict ongoing chaos in AI, heightened cybersecurity challenges, and the evolution of the metaverse away from Mark Zuckerberg’s vision. Creator-led brands and ad withdrawals from platforms like X will also continue to shape the industry.
Businesses are prioritizing user-generated content from everyday individuals and existing customers over professional content creators. This shift is driven by cost considerations and changing consumer preferences. It allows cost-sensitive brands to build stronger existing customer relationships through tactics like gifting free products and offering affiliate revenue.
Although it’s understandable to want to go slow with a marketing plan, it is the worst move when it comes to realizing results from your investment. Most companies need foundational marketing, which must be in place to expect any lead generation. Marketing also works best when you have enough budget to cycle and optimize quickly. Moving too slowly will make it difficult to see significant results.