Marketing is a vast umbrella term for a complex and constantly changing business necessity. A familiar, but ever-evolving dichotomy is the concept of “push” versus “pull” marketing. Today, push versus pull strategy goes by many names: outbound versus inbound, direct versus indirect, and interruption versus permission. No matter what you call it, “push” and “pull”
More than 104 million Americans listen to podcasts regularly—that’s one-third of the country’s population. Podcasts make consuming valuable content possible in any setting, whether at the office, at home or while on the go. They are an excellent source for professionals in any industry to engage with prospects, clients, referrals and strategic partners.
If you are using press releases—and no other forms of PR content—in your marketing strategy, you are missing out on the benefits other types of PR content can deliver. While press releases are still an effective form of sharing news, PR has evolved and so should your approach. Unlike traditional PR that focuses on generating
It can be challenging to stay on top of the latest marketing trends, news and best practices. Savvy marketers and business leaders keep current by regularly reading top marketing blogs, newsletters, books and more. There are thousands of online B2B resources available to help entrepreneurs, business leaders and marketers improve their game, but here are
Of the various types of media available to marketers, earned media might seem the most difficult to predict and control. It’s one thing when an organization creates its own content, pays for media coverage and shares it across multiple marketing channels. It’s far more powerful when authentic, authoritative and third-party sources mention your brand and share your thought leadership.
A keyword list is a critical element of a successful content marketing strategy. In addition to driving organic traffic to company websites and enhancing SEO, keywords provide a roadmap for content creation by identifying and communicating the topics that connect prospects and customers with an organization. When keywords are used correctly in website content, digital ads and other online marketing materials, marketers can increase brand visibility, boost website authority and showcase thought leadership.
Content marketing delivers substantial value to an organization. Benefits include increased search visibility, enhanced brand awareness and improved conversion rates. With advantages like those, it’s no surprise that 46 percent of businesses report they want to increase their content creation spending in 2022. As one of the most cost-effective marketing tactics available, content development doesn’t have to break the bank.
According to a recent survey, the average American mobile phone user spends approximately three hours on their device every day. As technology evolves, we become increasingly dependent on our mobile devices for communication, information, entertainment and transactions. In fact, 42 percent of users consider their mobile devices the most important resource in their purchasing process.
Blogs are a digital marketing medium that is now over 30 years old. When done right, they can increase a company’s credibility, boost brand awareness, showcase thought leadership, enhance SEO and drive lead generation. Yet, some organizations still struggle to maximize this cost-effective and longstanding
Just over half of the global population, 4.62 billion people, currently use social media. It’s no surprise that 93 percent of marketers worldwide are using social media for marketing, business development, customer service and growth-oriented projects. Social media encompasses well-known platforms such as Facebook, Instagram, LinkedIn and Twitter. It also spans various mediums such as YouTube, TikTok, Snapchat, Google+, Discord, Reddit and Pinterest. With so many ever-changing platforms, the terminology can become overwhelming. Here are 36 social media terms that every marketer needs to know.
With 92% of marketers reporting that their companies view marketing content as a business asset, getting content right is not always easy, but it is essential. Sometimes marketers become overwhelmed by passing trends, conflicting industry advice and widespread misinformation. Also, they get stuck in old ways if they’re not continually reviewing and applying best practices in an ever-changing industry. To keep your content marketing efforts on track, it’s important to avoid today’s common content marketing misconceptions.
While Google keeps marketers on their toes with regular algorithm changes, one thing stays consistent for brands that want to optimize their digital content for internet search: keywords. Whether you have a formal SEO strategy or are looking to organically boost SEO, creating a keyword list is one of the most important things you can
For years, marketers have been using cookies to track website visitors, enhance user experience, collect data, target messaging and retain user account details and user preferences. But as users seek more and more privacy, governments are increasing regulations. As a result, internet browsers are responding by gradually phasing out third-party cookies. According to Google, “Users are demanding greater privacy—including transparency, choice, and control over how their data is used—and it’s clear the web ecosystem needs to evolve to meet these increasing demands.” To meet these demands, Google began making efforts to reduce third-party cookie usage, with the intent to have it fully phased out by 2023. With approximately 80 percent of advertisers and marketers relying on third-party cookies to boost the impact of their tactics, what does the phaseout mean for marketing professionals?
Wikipedia may not be the first thing that comes to mind when you think about content marketing. Yet, despite the lack of traditional peer review, Wikipedia pages rank at the top of Google search results. This makes it a pillar resource for initial research of all kinds. But can it play a part in your marketing strategy?
Links are one of the top-two criteria considered in Google’s page ranking algorithm. In fact, 41 percent of SEO experts consider link building to be the most difficult aspect of search optimization. If you’re not currently using or considering how to strategically build a network of valuable content hyperlinks on your website, you’re missing out on a fundamental part of SEO and actively engaging with your target audiences.
Marketing automation technology, when integrated successfully, helps companies streamline repetitive tasks, generate more and better leads, nurture existing leads and distribute personalized messaging across varied channels. As a result, marketers can increase efficiency, get better data and grow revenue faster. When incorporating marketing technology into your marketing plan, there are four types of automation to consider.
Defining and refining your brand identity shouldn’t be seen as a “fluff” exercise, frequently put off against competing priorities. Instead, creating a solid brand identity is the critical foundation for articulating value in all areas of the company including marketing, sales, customer service and employee engagement. What is brand identity? Brand identity is the collection of
Long-form content, such as a bylined article, is effective but producing it can be time-consuming and may require additional resources. As marketers, our most precious resource is time. So, what can a busy marketer do to create powerful content? Repurpose high-performing long-form content into additional bite-sized marketing content pieces. Why repurpose your content? Content repurposing
According to the Content Marketing Institute, blogging is the number-one most common B2B content marketing activity, with 93 percent of those surveyed saying blogs produced the best overall results for their organizations. Even in the age of social media, blogs represent a valid content marketing tactic because they supply the content that fuels social media
Over 409 million people view more than 20 billion blog pages each month. Despite these statistics, headlines such as “Is Blogging Dead?” resurface again and again. Why do so many marketers question the value of blogs in today’s marketing communications arsenal? In part, the answer might have to do with changes in how blogs are defined, which blog practices are followed and how this specific tactic fits into a company’s overall marketing strategy.
Google is always changing its algorithms, but its new Page Experience update will change the way your site is evaluated for search rankings. The new criteria will assess how good (or bad) a user’s experience is and rank it accordingly. Originally scheduled for earlier this year, Page Experience is slowly rolling out over the summer
In today’s digital marketplace, an organization’s website serves as the headquarters for company information, products and services as well as thought leadership. As such, the search engine visibility of your website directly impacts how noticeable your brand is. Marketing tactics like search engine optimization, link building, advertising, content and media mentions contribute to increased website traffic.
True professionals embrace lifelong learning. As busy as we get—no matter what our role is—it’s still important to stay up to date with the latest industry information, trends and technologies. That makes prioritizing professional growth through continued education an essential habit to help us improve job performance, boost innovative thinking and capitalize on marketplace changes.
Email marketing is one of the most valuable and cost-effective marketing methods available today. Your subject line represents your first (and possibly last) chance to make a good impression. That’s why mastering the art of the subject line should be the number-one priority of any email marketer. As copywriting legend Joe Sugarman says, “The sole
