Look through the browsing history of every content marketing professional’s computer and I guarantee you’ll find the search term “What makes a content campaign successful?” This is something we’re constantly discussing in the office. Is there even a formula behind the success? Sometimes it doesn’t even make sense. Sure, that cat looks a bit cranky, but you should see Purry when he doesn’t get any appreciation after bringing in a “gift”. Now, that’s a grumpy cat! To try to answer this, our content and outreach teams are always trying to unearth the recipe behind a successful digital campaign. To do so, we analyse the performance of our campaigns on an on-going basis, looking at factors that might have played a role in its success. When we started digging into some of our most effective pieces, we found that most had something in common: they were all Educational, Engaging and Emotive. Let’s look at three of our most … [Read more...] about Content’s big three Es: emotive, educational and engaging
Impact climate change
Clinton vs Trump 2016: SEO and Content Performance in the US Presidential Election Campaign –
share tweet share pin it e-mail share The 2016 Race for the White House is nearing an end. From the first caucuses in Iowa in February, the Democratic and Republican parties each whittled down their lists of candidates, with each settling on their chosen nominee. On November 8, either Hillary Rodham Clinton or Donald John Trump will be elected 45th President of the United States of America. The online election campaign: Clinton vs Trump As usual, the 2016 presidential campaign has been full of polls, scandals, soundbites, accusations, endorsements, more polls and more scandals. A few months ago, our colleague Paul Bongers began analysing the candidates’ campaign websites. Here we show you how the final nominees have been performing in terms of content and SEO – how do the Google rankings reflect the overall state of play? “Showing up is not all of life – but it counts for a lot” – Hillary Clinton Regular readers of this … [Read more...] about Clinton vs Trump 2016: SEO and Content Performance in the US Presidential Election Campaign –
The Most Important Digital Usage Statistics Impacting Marketing Success in 2018
As we all know, digital marketing is a vital piece of any successful marketing strategy. With internet usage in the U.S. estimated at 84% by a recent eMarketer study, digital channels continue to serve as a marketing platform with unrivaled reach and engagement potential for businesses. And while there isn’t anything new or surprising about the saturation of internet usage in the U.S., there are several key trends highlighted in eMarketer’s report. These latest statistics on how, when, where and why people use the internet will only continue to transform and disrupt the digital landscape over the next few years. From how users are accessing the internet and where they choose to consume information, every business needs to pay attention to these trends in order to develop and sustain effective marketing strategies in 2018 and beyond. Mobile Devices Are Becoming The Top Entry Point For Internet Users Last year, 93.4% of internet users in the U.S. used a mobile device to get … [Read more...] about The Most Important Digital Usage Statistics Impacting Marketing Success in 2018
SearchCap: Bing Visual Search, Microsoft expands Bing Rewards to UK & more
Bing Visual Search lets you search specific objects within imagesJun 1, 2017 by Matt McGee Bing joins Google, Pinterest and others in upgrading its image search capabilities. Microsoft expands its Bing Rewards loyalty program to the UKJun 1, 2017 by Amy Gesenhues Bing’s incentive program will also launch in France, Germany and Canada soon. Don’t be tardy! Back-to-school searching starts in July — plan campaigns nowJun 1, 2017 by Purna Virji It’s not too early to start planning your back-to-school campaigns. Columnist Purna Virji from Bing suggests some ways to help you win over back-to-school searchers and stay a step ahead of the competition. Is your information architecture costing your e-commerce web shop millions in lost sales?Jun 1, 2017 by Trond Lyngbø Solid information architecture is a key ingredient in any successful SEO program, as it can help or hinder search engine crawlers. Columnist Trond Lyngbø provides tips for e-commerce … [Read more...] about SearchCap: Bing Visual Search, Microsoft expands Bing Rewards to UK & more
Can Social Influence Be Distilled Into A Score? Part 2 – Potential Pitfalls
While social influence scoring services like Klout, Kred and PeerIndex can provide valuable data for marketers, it's important that you understand their limitations as well as their strengths. (Note: This is part 2 of a 2-part series. See part 1 here.) One challenge is the fact that you can't compare scores in an apples-to-apples way when looking at different geographies. Professionals in Germany are more likely to use Xing rather than LinkedIn for their professional networking needs, putting them at a disadvantage as Xing isn't currently used by any of the social capital scoring services. The Chinese government blocks most western social media sites, leading to the rise of local champions Sina Weibo (similar to Twitter) and Renren (similar to Facebook). Keep local website usage differences in mind when working to identify influencers across geographies: to the best of my knowledge the scoring systems aren't set up to compensate for these differences. When I brought up the nuances of … [Read more...] about Can Social Influence Be Distilled Into A Score? Part 2 – Potential Pitfalls
How changes to consumer privacy law might impact marketers and martech
TVs are “spying” on us, and so are sex toys. The Senate also just reversed an Obama-FCC rule that imposed limits on what ISPs and carriers could do with consumer data without consent. The new administration and Republican control of Congress could bring massive change in regulatory policy and consumer protection. Indeed, many of Trump’s cabinet appointees have pledged to scale back or dismantle the regulatory frameworks of their respective agencies. The new political environment has led people to question the future of consumer protection and privacy enforcement under federal government. And it makes it much less likely that there will be any new consumer privacy legislation in this vastly more pro-business Congress. Might this turn out to be a boon for digital marketers, who could face less scrutiny of their use of consumer data for targeting, tracking or attribution? Or could it have unintended consequences and make digital platforms and publishers’ lives more … [Read more...] about How changes to consumer privacy law might impact marketers and martech
A Plea For Small-e Enlightenment (Part 2)
Pssst. Over there, next to the purple wing chair. Behind the foosball table and just beyond the 2002 vintage lava lamps. It’s a gaggle of digital marketers, munching on Pez, and screaming at the unfortunate Fortune 500 brand CEO who made the mistake of visiting this digital agency’s hip warehouse space conveniently located just steps from an eight-lane highway. “We want credit! We want credit!,” the digerati are chanting over the roar of trucks and stretch limos. A few, more impatient than the rest, begin pelting him with M&M’s. He’s being very slowly stoned to death. A member of the agency’s management team, clad in yoga pants and clutching a venti chai latte in one hand, uses amazing grip strength in her other forearm to bombard the stunned client from the left flank, with a powerful t-shirt cannon. Sound realistic? Didn’t think so. The fact is, digital marketers don’t have to tug on the CEO’s pant leg as much as they … [Read more...] about A Plea For Small-e Enlightenment (Part 2)
Live Blogging The FTC Workshop On Journalism & The Internet
I’m at the FTC’s “Journalism & Internet Age” Workshop in Washington DC today, where we’re expecting addresses from Rupert Murdoch and Arianna Huffington, along with Josh Cohen of Google News and a variety of panels. I’ll be on one of those panels later today. I’m going to do a big live blog of things I find interesting, and you can also watch the webcast via this page. Why is the FTC doing this workshop? FTC has policy functions assigned to it to investigate new developments in the marketplace and make legislative recommendations. With radio, recommended act that made the FCC. Workshop today intended to bring out more facts. “The bottom seems to be falling out of the news business” as consumers shift their habits. Though newspapers were still profitable overall in 2008; TV still main way people get information. But newsrooms of dailies may employ 25% fewer people. Was at the LA Times recently and felt sense of shock at rows of … [Read more...] about Live Blogging The FTC Workshop On Journalism & The Internet
Profit Meets Purpose: 5 Companies That Give Back
More than half of consumers worldwide are willing to pay more for products and services from brands that are committed to making a positive social or environmental impact, according to a global survey conducted by Nielsen, which is why giving back is no longer just a non-profit business model. Similarly, BDC-Ipsos released a survey that found that 60% of Canadian shoppers were willing to pay an additional 5% for products and services that were considered ethical. The same survey also reported that consumers would stop purchasing from a company with irresponsible business practices; and I don’t think the results are simply because us Canadians are so nice, eh. These surveys were discussing exactly the types of for-profit/for-change hybrid businesses that this article is focusing on. The new super-breed of business, a hybrid between profit and purpose. Welcome to socially-responsible for-profit businesses that have had “change the world” written in their business plan … [Read more...] about Profit Meets Purpose: 5 Companies That Give Back
100 Amazing Women Marketers to Follow on Twitter
Social media is a powerful tool. It’s completely changed how we communicate and interact with the world. And one of the greatest benefits of Twitter is the ability to follow role models in your desired field. You can learn what they’re reading, who they admire, and how they navigate through their professions. As a marketer, I’m always intrigued by the number of powerful women in the industry. From agency owners to skilled subject-matter experts, women are paving the way to make a difference in business and their communities. So, I scoured multiple profiles and websites to find the unsung heroes in marketing. Some influencers you may recognize, and others will be brand new to your radar. However, all the individuals on this list are making an impact. Here are 100 women marketers to follow: Ericka Pittman (@ErickaMPittman)— Ericka is the Vice President at Combs Enterprises. Recognized for building strong brands, this Baruch College alumna has a proven track … [Read more...] about 100 Amazing Women Marketers to Follow on Twitter