Google, SEO’s and ‘Quality Content’

Whoa, Dan! How did you get a time machine back to the late 90’s to show us this rockin’ GeoCities site (personally, I was an AngelFire guy)? Well, easily surprised reader you are wrong! This is slammin’ retro site is so totally tubular that it ranks on the first page of Google searches for a query bucket that has 250k monthly searches!

 

 

 

 

Wait, what?

Yup, you read that right. This site was previously ranking 3rd/4th for all variations of “wish promo code” (though now it’s settled in comfortably at #8). Check out the search volume, per keywordtool.io:

I think 250k monthly queries related to a major brand makes this a pretty competitive query wouldn’t you say? Not only that, it came out of nowhere and is rapidly ranking for more and more search queries. Just check out the organic keyword report from SEMrush:


Seriously, you should check out the site, it has no main navigation, it’s written very poorly for the language it’s in (English), and it doesn’t have a meaningful link profile to speak of:

So if they aren’t ranking this site for its link profile, then I guess it’s ranking because of it’s ‘quality content’ right? After all ‘quality content’ without links can rank…

What does this mean for SEOs

Honestly, why are we as an industry still taking comments like this at face value? And aren’t comments like this detrimental without any context?

How often is this true? Is it for high volume or low volume searches? How often does Google rank low-quality pages by these processes aka what’s the fail rate? Google spokespeople hype up the ability of their machine process to solve incredibly complicated problems. And they do it! But they don’t do it anywhere near 100% of the time. And without the context and data, it feels irresponsible to run your digital business (whether agency side or in-house) based on statements like these.

Traditional SEO practices still work, Google doesn’t programmatically understand qualitative concepts like content quality nearly as much as they want you to think they do.

SEO isn’t dying anytime soon, and solid technical SEO, links etc still work etc.

 

Google, SEO’s and ‘Quality Content’ was posted via Internet Marketing

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A Non-Agency Guy Reflects on His First Year at TopRank Marketing

TopRank Marketing Team

TopRank Marketing TeamLiking where you work is not an optional luxury. At least it sure shouldn’t be.

Spending 40 hours of every week at a place you dread is a tough way to go through any stretch of life. I’ve been there and I’m sure many of you have as well — especially if you work in digital marketing, which can often be a fast-paced, demanding, and stressful field.

So last year, when I decided to pursue a new professional venture, finding the right culture fit was a huge priority for me. As I started exploring the possibility of joining the TopRank Marketing team, I had some reservations; not because of anything specific to the company, but because it’s an agency.

I hadn’t work at agencies much in the past. I was familiar with the stereotypes, the paradigms, the lamentations. While confident in my skill set being very applicable in this world, I couldn’t help but wonder if it was the right world for me.

Would the constant reality of client demands stifle my creativity? Would the permeating structure of workflow management systems prove suffocating? Would I be intimidated as a newbie working alongside people who’ve been in such a setting forever?

Well, as you can tell, I took the plunge. And I’m very glad I did. I’m coming up on my one-year anniversary here at TopRank Marketing and can happily say that up to this point, it has been an extremely rewarding experience, unhindered by those negative agency archetypes mentioned above.

If you’re a talented writer, strategist, SEO or analyst considering a career move, I highly recommend checking out TopRank Marketing — even if you’ve never worked in an agency. Here are five reasons I’ve felt right at home.

#1 – Business Casual

I’m not just talking about dress code. The environment here here strikes the right balance between business and casual. In the years prior to coming aboard, I’d spent time working downtown at a big corporate bank as well as at an ultra-leisurely tech startup, so I’ve experienced both ends of the spectrum and didn’t love either extreme.

I know from speaking to others that certain agencies can veer a little too far in the direction of informality, with flip-flops and Monday morning mimosas and lax attendance standards. From my view, these kinds of things can quickly become distractions, preventing people from being seriously focused on their work. At TopRank Marketing, the vibe is laid back enough that it’s always comfortable and easygoing, but not so much that anyone is apt to lose sight of their duties or commitments.

#2 – Cool Clients

Working with big-league clients also helps us keep our eyes on the prize. One thing that has become quite clear to me in my time at TopRank Marketing is that we are very deliberate about the businesses we engage as an agency. There’s a strong emphasis on finding the right fits and aiming high.

Partnering with recognizable and respected enterprise companies such as Dell, LinkedIn, and SAP keeps us on our toes and challenges us to raise the bar. I’m continually impressed by the innovation and big thinking on display in these organizations.

During client meetings, I get to interact with sharp people and I find there’s a high degree of mutual respect. I haven’t personally encountered exasperations with companies that just don’t “get it,” which I hear a lot about from friends and peers working at other agencies.

#3 – Awesome Team

Not only do our clients keep me on my toes — so do my coworkers. To me, this is probably the most invigorating aspect of working at TopRank Marketing. Each day I get the chance to absorb knowledge from tremendously adept and skilled pros in various disciplines. This is by design; attracting and retaining high-caliber talent is central to our operation.

The collaborative culture enables our team to collectively reach new heights. I’m fortunate to build out my own expertise by learning from our specialists in search, SEO, strategy, analytics, design, content and more. Hopefully I’m able to impart some of my own knowledge as well. 

#4 – Growth Opportunities

Just a few months after starting here at TopRank Marketing, I was able to attend Digital Summit Minneapolis and rub shoulders with some of the industry’s biggest names as a representative of our agency. It was a cool opportunity right out of the gates, and speaks to the windows that are opened for anyone with such aspirations. I’ve also gotten to write several times for the renowned TopRank blog, providing me with a platform for visibility and brand-building in the marketing community.  

As employees we are adamantly encouraged to branch out, gain new competencies, take on speaking engagements, and become public faces for the agency if they show that initiative. There’s a very legitimate and earnest focus on personal development that I believe to be rare.

#5 – Taking Pride

It’s honestly cool to tell people where I work.

I’ve quickly learned that TopRank Marketing has a stellar rep, fueled in large part by our CEO Lee Odden, who regularly appears as a keynote speaker all around the world promoting our brand and extolling our talent. Being able to work with prestigious international clients gives me a daily feeling of impact and accomplishment. There’s also a certain thrill inherent to being on the cutting edge with so many tactics and frontiers — most notably B2B influencer marketing at the moment.

I Guess I’m an Agency Guy Now

I’m not going to say it’s easy, nor that every day is free of stress or struggle. But I’m not sure I would even want that. I will say that on those more difficult days, I always have the support and structure necessary to overcome.

I had no idea what to expect with my first real venture into the agency world, but what I’ve found at TopRank Marketing is an accommodating environment, meaningful work, amazing colleagues, clear avenues for growth, and a real sense of pride.

That pretty much covers the checklist I had coming in. If yours looks similar, and you think you’ve got a professional skill set befitting one of our openings, you should get in touch and see if TopRank Marketing might be a match for you. Even if the word “agency” makes you bristle a little bit.

I might be biased, but not without good reason.

A Non-Agency Guy Reflects on His First Year at TopRank Marketing was posted via Internet Marketing

Finding a Happy Medium: Should You Use Medium for Your company’s Content?

You’ve likely read an article on Medium before, even if you didn’t notice the boxed “M” hanging out in the corner of your screen. The platform houses tons of popular content created by both its users and publications alike. A place for thoughtful, long-form, niche and technical content, it’s not surprising that everyone from CEOs to freelance journalists posts there regularly. Increasingly, businesses and publications have been using this platform for their content distribution. With all that in mind, is Medium the right way for your business to reach new readers?

What is Medium?

Thirty million users visit the content platform Medium.com each month. Founded by Ev Williams (the former CEO of Twitter), the platform-CMS-community hybrid has made a lot of changes in how it operates alongside both publishers and marketers. An increasing number of businesses are using Medium for their company blogs, and many publishers are starting to host and distribute their entire content library through it. Like any platform, there are pros and cons for its utilization in a business’s digital marketing efforts. By examining the capabilities and options businesses have in Medium through an organic search marketing perspective, I hope to provide a deeper insight into if you should utilize Medium to improve your company’s digital content community.

Medium as a CMS

Managing your content on Medium is extremely simple. There aren’t a ton of different editing options, but it is all you need to publish written digital content effectively. Medium is a CMS without a million different plugins and add-ons, making the publishing experience fast and easy. Unlike WordPress, which has an endless amount of design themes to choose from, Medium allows for very limited on-page visual customization. This is certainly a con for larger sites, as it limits your use of visual branding elements that make your company unique.

Medium allows for Google Analytics integration to its sites, but it also has a limited amount of built-in measurement for your posts both individually and as a group in its CMS. It uses three metrics: Views, Reads and Recommends.

A graph showing the standard Medium analytics view.

‘Views’ refer to the number of users that clicked on an article. ‘Reads’ is the number of people who actually read the article; which, as far as we can tell, is calculated using the amount of time a user spends on the page and the estimated read time that is shown at the top of each article. ‘Recommends’ is the Medium equivalent of a share on its platform. The emphasis that the analytics metrics put on the time users spend on the page suggests that the Medium algorithm favors posts that people read an entire article. This is one of the reasons the platform works so well for long-form, informative and academic content.  

Medium as a Content Platform

Certainly one of the most appealing parts of utilizing Medium is its large network of engaged users. The company reported a 300% increase in users since last year and has continued to grow. Many large publishers and companies use Medium including sweetgreen, General Electric and Signal v Noise (BaseCamp’s Blog).

Medium’s user-base is very focused on getting high-quality content that is not watered down. This is shown through Medium’s pivot in its business model earlier this year where it no longer offered advertising services for publishers. Their business model relies on putting more of an emphasis on content. So, if you’re a publishing site that gets most (if not all) of its revenue from banner ads, Medium may not be a wise choice for your business.

Recently, Medium has shifted its business model to open up a membership program where readers pay a monthly fee for access to extra features (like audio versions of popular posts) and can “clap” for posts they really enjoy and send the writers a portion of their monthly membership fee for compensation to the writer. There haven’t been any studies done yet to indicate that this has slowed the growth or the engagement on the platform, as the monthly fee is also required to access all of the content on the platform.

Despite that, Medium is an excellent platform for emerging publishers or startups’ blogs for this reason. Users actually read the content. The Medium team puts a heavy focus on the amount of time spent reading each post, and measures time reading meticulously, taking pauses and sidescroller movement into account. In 2016 its users spent an average 4.5 million hours per month reading on the platform. Its users can also subscribe to blogs, authors, tags or categories of posts that they like in their custom feeds. The essentially built-in audience that Medium provides to its publishers is a great platform for your site to jump off from. It helps to build your users in a quicker and easier way.

Case Study: TheRinger.com

TheRinger.com was one of the first large publishing sites that began using Medium for their initial content distribution strategy. The Ringer is a product of the Bill Simmons’ podcast network and already has an audience following from its previous incarnation (Grantland). In this interview by Recode, Simmons expands on his media projects’ relationship with the Medium platform. He explains that initially, they utilized Medium as a way for them to maintain a website without spending most of their funds on development projects. This is another way small or startup companies can utilize medium as both a content network and a platform.

Update: As of June 14th, 2017 The Ringer as migrated off of the Medium platform and now partners with Vox Media. In the case of this article, it makes sense to use The Ringer as an example of a company that grew with Medium and then outgrew the platform and easily transitioned to a new one after ending its relationship.

Custom domains vs. Medium-generated domains

Later, in the above-mentioned podcast interview, Simmons goes on to explain that even now that they can no longer sell banner ads on the site (they are funded entirely by podcast ads anyways), that they will stay on the platform a little bit longer. However, they intend to build their own site eventually. This shows that many new websites that are looking to eventually ‘outgrow’ Medium, should opt to use a custom domain rather than a Medium generated domain (like, http://www.medium.com/site-name). Although depending on a platform to both hold and distribute all of your content is considered risky, generally. It is possible to move your content off of Medium, and this would be much easier if you utilize a custom domain rather than Medium’s.

The Ringer having migrated off of the platform has experienced minimal issues with the transition.

On the other hand, if you plan on staying inside of the Medium platform, for much smaller companies and blogs, it could also be an advantage to utilize Medium’s high domain authority (92), to help boost your traffic in organic search results rather than switching to your own domain and starting from zero.

What if you already have a website?

All of the suggestions I’ve made so far about the utilization of Medium in your digital marketing efforts have been centered around newer sites. However, there are a few ways to get your content seen on its network if you already have a site that has a regular audience and a domain.

  1. You can republish your content on Medium. Medium allows you to canonicalize content you post onto the Medium network to your own website. This makes it so you get neither a duplicate content penalty or get outranked by your Medium posts in the SERP. Just, make sure that you are canonicalizing back to your site’s original post. You can import a story here. Baremetrics, an analytics tool, recently published a post revealing that they actually had a larger audience outside of the medium platform and as a result have largely removed their content from Medium as they have more success with their website off of the platform. However, in the post they do note that they republish content after its initial publish date by 2 weeks and use the import tool to canonicalize to their own site.
  2. You can also migrate your site to the platform fairly easily. However, do not do this unless you are sure that its limited CMS and user-base is right for you. If you create a lot of long form informative content and have limited development help or need, migrating your site to Medium is an option to consider.

Medium and Technical SEO

When I first started examining Medium from an SEO perspective, I was alarmed by the amount of URLs associated with each page. Both author and post pages use around eight URLs similar to, “https://theringer.com/@michaelweinreb?source=———1”.  However, all of these extra URLs are for tracking purposes and are properly canonicalized, so there should not be duplicate content issues as a result.

Medium also has an interesting sitemap strategy. All of Medium’s sitemaps are auto-generated, as many platforms are. What makes Medium’s different is it generates a different sitemap section of the index sorted by date (see image below):

Generating sitemaps by date is very effective for timely content. So, if your site has a lot of content that is centered around news or trending topics, Medium’s sitemap sorting strategy should have a positive impact on your search visibility.

These dated sitemaps may also have a correlation with the priority many Medium sites seem to get when it comes to timely content in the SERPs, making them a sound strategy for news sites.

Takeaways

While using Medium for your blog (or your site) might not be the right choice in every situation, there are many ways that this platform can help you to grow an audience more quickly or begin a content heavy site with minimal development startup. This platform is ideal for small startup businesses’ blogs and publishing sites just starting to grow an audience.

Like most platforms, it’s a risk to put all of your content into a separate companies hands, and given how much Medium has changed already, this is certainly something to keep in mind when choosing to serve your blog on it. It has a very engaged audience of readers, and if your content resonates with its community, it can really help get your content out there. Medium is a great place for long-form, educational and intellectual content, so if your blog or website fits into those genres, Medium is certainly a platform to consider.

Finding a Happy Medium: Should You Use Medium for Your company’s Content? was posted via Internet Marketing

Digital Marketing News: Gen Z’s Snapchat Love, LinkedIn’s GIFs, & Google Gets More Time

Digital Marketing News: Gen Z’s Snapchat Love, LinkedIn’s GIFs, & Google Gets More Time

Snapchat Remains Teens’ Favorite Social Platform, Instagram Their Top Marketing Channel
Snapchat has remained the top social platform among teens, who also see Instagram as the best way for brands to communication with them, according to Piper Jaffray’s latest semi-annual “Talking Stock with Teens” survey. MarketingCharts

LinkedIn Teamed Up With Tenor to Add GIFs to Its Messaging
A feature allowing the use of animated GIF images has begun rolling out to LinkedIn users, the latest in a series of changes to add more fun to the business-oriented social platform. AdWeek

Google, Others Cut Into Facebook Share Of Consumer Time
Google’s properties including YouTube have grown more popular among U.S. adults than Facebook, with both taking up a greater share of consumer time than the properties of Verizon, Amazon, Snapchat, and Twitter, according to recently-released January 2018 Nielsen ratings data. MediaPost

Native Advertising Growth Projected to Slow
Native advertising spending growth among U.S. marketers will continue at a slower rate, less than half of the 64 percent figure seen in 2016, according to new eMarketer report data on the ads, which imitate the look of surrounding content. Wall Street Journal

Only 3% Of Marketers Deem MRC Video ‘Viewability” A Reasonable Standard
Just three percent of brand marketers see the current Media Rating Council’s (MRC) video viewability standard — which determines what is counted as a viewable impression — to be reasonable, according to recently-released survey information. MediaPost

62% of B2B marketers see video as priority format, finds LinkedIn study
62 percent of B2B marketers polled by LinkedIn feel that content creators should favor video among all platforms, ahead of email, infographics, and traditional social media creative material. The Drum

PiperJaffray Spring 2018 Taking Stock With Teens Statistics Image

What marketers need to know about Facebook’s updated Business Tools Terms
Facebook’s decision to apply the European Union’s General Data Protection Regulation (GDPR) standards worldwide means an update to a number of the firm’s business tool definitions and accompanying terminology for marketers. Marketing Land

Google launches Enterprise Dialogflow chatbot platform out of beta
Google has launched its smart chatbot platform for businesses — Dialogflow Enterprise Edition — offering the ability to build artificial intelligence-based processing systems for customer service agents, virtual assistants, and other AI-infused support capabilities. VentureBeat

Ad tech streams into audio
Streaming audio providers are increasingly turning to new marketing methods for audio advertising technology that take advantage of smart speakers and voice search, and with digital audio ad revenue topping $1.1 billion in 2016 and growing 42 percent during the first half of 2017, creative targeting is abundant. AdAge

AR Drawings Can Now Be Added to Videos in Facebook Stories
Facebook will roll out augmented reality (AR) drawing features for videos within its Facebook Camera offering, the company announced, a potential new promotional tool for marketers. AdWeek

ON THE LIGHTER SIDE:

The New Yorker Daily Cartoon: Thursday, April 5th, 2018

A lighthearted look at Facebook’s recent travails by Jeremy Nguyen — The New Yorker

Researchers Find New Malware Designed To Make ATMs Spit Out Cash — The Onion

Facebook Adds Ability to Tip Live Streamers to Mobile Apps — Variety

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lee Odden — Pubcon Florida 2018: Chatbots Are Cool, But We Gotta Keep Marketing Human – Search Influence — Search Influence
  • Lee Odden — 6 Keys to a Blissful Marriage between PR & Marketing (including insights from @leeodden & @mattschlossberg ) — Glean.info
  • LinkedIn (client) — Serving it Hot: Pro Tips to Make Marketing on LinkedIn Easy — MarTechSeries
  • Lee Odden — 3 Reasons You Need to Attend Content Marketing Conference 2018 — WriterAccess

Stay tuned for next week, when we’ll be sharing all new marketing news stories, and in the meantime you can follow us at @toprank on Twitter for even more timely daily news. Also, don’t miss the full video summary on our TopRank Marketing TV YouTube Channel.


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Digital Marketing News: Gen Z’s Snapchat Love, LinkedIn’s GIFs, & Google Gets More Time was posted via Internet Marketing

Common CRO Mistakes & How to Avoid Them

There are so many intricacies to Conversion Rate Optimization and UX testing, it’s easy to feel like you’re on information overload. There are tons of metrics you can compare, various reports you can dive into, a plethora of ways to form hypotheses and implement tests, several platforms for testing to choose from, and the list goes on.

There are some great comprehensive posts out there to help you master these intricacies. A few of my favorites are:

  1. This master guide to CRO from ConversionXL which addresses every phase of the process from preliminary research to analyzing AB test results. For when you’re getting started with CRO work.
  2. This framework from Moz to CRO. It breaks the process down into steps that are easy to follow and asks and answers questions that follow along with each step. Use for diving deeper into CRO.
  3. And Neil Patel’s guide to CRO which breaks down CRO on a more conceptual level. Use to fill in the knowledge gaps and answer questions you have along the way.
  4. Craig Sullivan’s 1 hour CRO guide is also very comprehensive. Use if you’re trying to get some quick research done.

There’s a lot to digest in those posts, so I wanted to give you some common mistakes and tricky issues with CRO that you might overlook if it is your first time going through the process.

To Refresh Your Memory

The very basic steps of a CRO process include:

  1. Exploratory heuristic analysis: going through the site as if you were a user and see where it does/doesn’t meet expectations as you move through the funnel. Explore where users might get caught up in navigating the site.
  2. Examination of Multi Channel Funnel reports, Landing Page, and Goal Reports in Google Analytics. Determine what pages, events, or users would be most valuable to track. Also get some basic benchmarks so that you have something to compare post-testing stats to later.
  3. Set up tracking (if you don’t have it already) on key pages. Track important KPIs, CTAs, element visibility, etc. using something like Hotjar, GTM, GA goals, etc.
  4. Generate hypotheses from gathered data and get approval. Prioritize these hypotheses based on ease of implementation, projected impact, return on investment.
  5. Generate test ideas based on hypotheses.
  6. Implement tests using Optimizely, VWO, Google Optimize, etc.
  7. Wait until tests generate statistically significant results. However, depending on the page and the levels of traffic or conversions that it gets, you may have to give it some more time.
  8. Reevaluate tests if unsuccessful or implement test changes at scale.

Among these steps (which are already a summary) there are dozens of minute details that are very easy to overlook or skip altogether. The rest of this post will cover common CRO mistakes that a beginner might make:

  1. You don’t have tracking set up properly
  2. You run tests at inopportune times of the year
  3. The sample size for your test is inadequate
  4. You aren’t running your test long enough
  5. Statistics confuses you
  6. You treat all traffic the same
  7. Your process is unorganized

1. You don’t have tracking set up correctly

Having tracking correctly set up is crucial. Not only should you have heatmap and user session tracking set up on the pages you are planning to analyze, but you should have micro-conversion tracking set up via Google Tag Manager. Setting up tracking in GTM for clicks and user engagement, like scroll depth and element visibility, will provide valuable data on how users are interacting with elements and CTAs on your pages. This is immensely helpful when determining which pages to analyze and while forming hypotheses and test ideas for these pages.

One very valuable trigger in GTM is the element visibility trigger, which can assist in collecting information on whether or not an element is visible on a page, and thus if a user is likely to engage with it or if a user can engage with it at all. The trigger gives you a more meaningful indication of scroll depth based on tracking elements as opposed to percentage scrolled. This post for getting it set up is very helpful.

If you don’t have GTM event tracking set up at all, it’s pretty simple, and these guides can help: here’s a simple how-to to set it up, or this video.

2. You don’t pay attention to the calendar when launching a test

Seasonality is not a myth. It can truly inform decision making during preliminary research through to the A/B testing stage. Without taking seasonality into account, you run the risk of achieving invalid or inaccurate results.  For example, running a test at a known low point in your sales cycle, or during the end of December may not be the wisest idea for most companies.

Why? Timing is crucial because:

  1. If you run a test at a lull in traffic, the longer a test is going to need to run to reach significance.
  2. You want the test to be performed on the most qualified traffic possible. Running a test at an off (or really on) time of the season may not demonstrate an accurate representation of your typical traffic.
  3. Traffic typically fluctuates during the week quite a bit, meaning you should probably start and end your test on the same day of the week for the most accurate results.
  4. Similarly, user intent around the holiday season, or at different points of the year may not be indicative of the most qualified traffic. The data that results could be less than useful for determining whether or not your test could be successful at scale (a hard enough task to accomplish with good data).

3. Your sample size for testing isn’t big enough

Having a large enough sample size to quantify your test results is crucial. Without an appropriate sample size, you may never get results or the results you get might not be meaningful. Luckily, there are tools to help determine proper sample size:

It is also helpful to be conscious of the level of traffic your test pages receive. Low traffic pages may be difficult to test on because it could take a long time to reach statistical significance, particularly if there are few conversions on these pages. Basing the impact of a test on a small number of conversions and traffic may not indicate how a test would perform if pushed at scale. For sites or pages with low traffic, you might need to think about making a big change(s) in your test variation(s) instead of smaller changes in order to see the needle move. From there, you can always adjust tests and reevaluate.

4. You’re not running the test for long enough

This point tends to correlate with the point above on sample size. It’s likely that you will not have to do a lot of the work here because many platforms have built-in features for calculating and demonstrating results to the tester. However, it is really important to understand how statistical significance works, even at a basic level, to make sense of A/B testing and your results.

Every A/B testing post you’ll find will say to run your test until it reaches statistical significance. But what does that mean exactly? In (very) short, statistical significance explains how confident you can be that you are choosing the right result between two or more variations. This can be confusing if you’re less mathematically inclined, but the next section of this post lists resources to basic statistics primers specifically for CRO.

Generally speaking, running your test until (or even slightly after) it reaches significance is a decent rule of thumb. Even if you obtain “significance” very shortly after you begin your test, it is wise to keep the test running to account for users who may convert several days after their initial visit. Also, it is important to consider accounting for different business cycles (at least 1-2), because, as stated previously, traffic fluctuates at different points of the week, month, quarter, etc.

I also like these articles: this one for explaining how long to run a test and this for explaining the factors that play into in determining statistical validity.

5. You’re Making Some Basic Statistical Errors

There are a lot of resources out there for testing methodology and for learning statistics basics that matter for CRO. One of the most important fundamentals is understanding statistical significance.

See:

6. You treat all traffic the same

If you run an A/B test on a page and the variation performed poorly, it is possible to paint a very different picture when you look at the results broken down by a different segment of traffic. For example, if you look at the breakdown between desktop and mobile test results, it could prove that a test generates extremely significant results on mobile, but is a bust on desktop. This is because what works on desktop may not work on mobile, and vice versa. Here’s an illustrative example of how mobile vs. desktop test result data could be misleading:

In the example above, the change in conversion rate between the control and variant effectively cancel each other out. In this example, there would clearly be a missed opportunity here on mobile if we were to view only the combined results instead of breaking them down by device.

It is important to be conscious of this concept of segmenting results not only for analyzing test results, but for the initial research and hypothesizing that goes into ideating for tests as well. Distinguishing between different types of traffic (e.g. mobile vs. desktop, new vs. returning users, or traffic source) to form segments of your users can help to differentiate and find patterns in the type of people who convert. Doing this can better inform the way you create hypotheses and tests. In turn, you may end up with far more meaningful results.

7. Your testing process is a little less than organized

A lot can get lost in the shuffle here. So staying on top of managing a list of your prioritized hypotheses and test ideas, currently running tests, failed tests, and successful tests that will be iterated upon is important.

For example, it’s easy enough to keep track of results in a spreadsheet like this:

Recording all hypotheses in one place with the reasoning behind them and data to back them will save you time and energy down the line, especially when communicating with clients/stakeholders.

There are other platforms designed to specifically to manage CRO pursuits. Effective Experiments is a comprehensive project management tool that holds everything from ideas to test results. This is great for managing and sharing tests in one place that multiple people can access and review. (AKA great for sharing with stakeholders or team members who are not directly involved in the CRO process themselves).

Common CRO Mistakes & How to Avoid Them was posted via Internet Marketing

Google My Business Reviews From The Web Rate 0 ⭐

I was checking out LSG’s GMB description after Colan Nielsen had posted about them showing up in GMB Knowledge Panels the other day (They’re gone again btw) when I noticed in the “Reviews from the web” section we had a lousy 3/5 rating:

Like any business owner, I wanted to see where these reviews came from and what I could do to turn those three stars into five. Imagine my surprise to find the source was that well-known business reviews site CMac.ws:

Isn’t that a beauty? Hard to imagine the site even has four users let alone that all four of them would bother to rate LSG.

Besides the fact they are using a screenshot of our homepage that is 2 years out of date, you don’t even have to sign in to click the star rating. And of course you can open the URL in a private browser, vote, open the URL in a new tab and vote again ad infinitum. Not that anyone would ever do such a thing:

I guess I shouldn’t be surprised that this site is getting such prime placement. After all, as Google says in its Review Snippet Guidelines:

“When Google finds valid reviews or ratings markup, we may show a rich snippet that includes stars and other summary info from reviews or ratings.”

Nowhere in its guidelines does it say “When Google finds valid reviews”. It’s only the markup that needs to be valid.

And Cmac.ws has Aggregate Rating markup, although it is missing a “required” field. But you know, when Google says “valid”, it doesn’t always mean “valid”. It’s a RankBrain thing.

You may want to check if your business is rated on CMac. If not, who knows, maybe you might even want to add your business and get it rated? NAP consistency and all that, right? Hey, and maybe just for kicks you might want to rate your competitors’ businesses? They deserve a star or two right?

Joy Hawkins and Jason Brown are constantly beating the #StopCrapOnTheMap drum. Think it may be time for  #KillReviewScrannelInTheKnowledgePanel (you try finding a good word that rhymes with “panel”).

 

Google My Business Reviews From The Web Rate 0 ⭐ was posted via Internet Marketing

What Content Marketers Can Learn From an Adept Dungeon Master

Content Marketing Lessons from Dungeons & Dragons

Content Marketing Lessons from Dungeons & DragonsIt’s probably not news to you that 91% of B2B brands use content marketing to attract, engage, nurture, and convert their audience. However, it might be surprising to learn that only 9% of those brands rate their content marketing as “sophisticated.” Sophisticated meaning that their content marketing is successful, scales across the organization, and provides accurate measurement to the business. This puts a lot of pressure on content marketers to elevate their game and provide more worthwhile and valuable content experiences.

Patrick PinedaAs an adept Dungeon Master (DM) of Dungeons & Dragons (D&D) games, TopRank Marketing’s Motion Graphic Designer, Patrick Pineda, can relate.

It might sound a little odd at first, but Dungeon Masters and content marketers are more alike than you think. Responsible for creating meaningful and memorable experiences through content that takes people on a journey, you can see the similarities arise. Just like content marketers need to help guide people through the buyer journey, the Dungeon Master needs to guide players through a journey of their own.

After serving his friends as the go-to Dungeon Master, Patrick has learned a thing or two from creating lengthy campaigns—some successful, some not—that are both engaging and challenging. Discover Patrick’s lessons from the dungeon and how you can apply them to your content marketing campaigns and programs down below.

What Is a Dungeon Master?

For the unfamiliar, a Dungeon Master is the organizer for the wildly popular, 40-year-old tabletop role-playing game, “Dungeons & Dragons.” Not only do DMs organize the game, but they are also responsible for the game rules, details, and challenges. According to Patrick, the player experience hinges on a DM’s ability to create meaningful content that’s fun to explore.

One thing Dungeon Masters are not responsible for, however, are the players’ actions.

Like the self-directed buyers of today, D&D players are able to choose their own paths. As a result, DMs are challenged to make sure players finish the game. And just like your audience won’t read every piece of content you put in front of them, the same happens in a D&D game. Certain story elements DMs put together will never see the light of day because every player has a different play style, completes tasks in different orders, and takes different actions.

“The best Dungeon Master doesn’t just create a good story, but they also help players reach their goals,” Patrick claims.

Does any of this sound familiar? It certainly resonated for me.

5 Content Marketing Lessons From the Dungeon

Having created D&D campaigns that ruled and bombed, here are Patricks top five tips for developing content that resonate with your audience.

#1 – Your audience values originality.

If Patrick creates a campaign that plays to common tropes like a damsel in distress or small town disappearances, the story becomes predictable. But worse than that, the players feel condescended to as the game starts to feel dumbed down.

“Cliches and stereotypes will make players groan. It’s important when creating a campaign that I shake it up and play against common conventions,” Patrick says.

When examining your content and the story you’re trying to tell, it’s just as important to stay original and play with your audience’s expectations. For example, listicles with social media tips are a dime a dozen. Your audience might be more interested if you flip the idea on its head with social media mistakes. In changing it up, you’re giving your audience something new that they haven’t read before, capturing their interest.

#2 – Appeal to curiosity.

When it comes to creating an adventure for players to navigate, the DM has a seemingly impossible job. They need to create a unique and compelling world that is able to hold players’ attention—something not easily done. In fact, campaigns have taken Patrick days to put together. But that doesn’t come without its drawbacks.

“I’ve spent hours upon hours creating content for a campaign. But 80% of what I create may never see any playtime. It’s ultimately the players’ choice as to what tasks they want to complete and what quests they want to go on,” Patrick points out.

While the D&D world needs to have a unique and compelling narrative, it also needs to appeal to a player’s curiosity to ensure they keep playing the game and play the parts of the game that you want them to.

How does this apply to content marketing? Well, as you know, just because you’re producing content, doesn’t mean that your audience will find it. To find the answers they’re looking for, they might scour the internet, social media, and trusted experts for more information. Having an integrated content strategy that has multiple touch points throughout the buyer journey and an omni-channel approach, helps ensure you’re reaching your target audience whenever and wherever they may be searching.

Weaving SEO, social media, and influencer marketing into your content marketing strategy helps improve the reach and engagement of the content you’re producing. Through SEO, your organic rankings and click-through-rates will start to rise, improving your organic traffic. Social media messages that are well written and value-based help attract larger audiences from their social feeds. And, finally, tapping into industry influencers exposes your content to a wider network of like-minded individuals, as well as adding authority and credibility.

#3 – Avoid corraling your audience.

Nobody likes to be told what to do, including D&D players. While the DM writes the game and serves as a referee, they cannot influence a player’s actions. And if a DM attempts to, they could quickly lose a player’s interest.

“As a DM, it can be tempting to intervene and make sure that your players are playing the game the way you intended. But this is the one thing you cannot do.” Patrick emphasizes.

This is true in content marketing, too, as making calls to action (CTAs) with zero context can be a turn-off for your audience. If you insert a CTA before your audience can learn what’s in it for them, whether it’s downloading an eBook, listening to a podcast, or subscribing to your blog, they’re less likely to do it. In fact, QuickSprout found that placing a CTA above the fold on a page decreased their conversion rate by 17% and attributed it to their audience not fully understanding why they should complete the action.

Instead, make sure that your CTAs have plenty of context and explain what the audience will gain by filling out your form, reading another blog post, etc. This helps ensure that your content satisfies your audience’s quest for knowledge.

#4 – Customize content for your audience, not the other way around.

As we mentioned previously, the players are in charge of their actions and how they choose to play the game, making it impossible for DMs to have control over the game experience. This makes it important for DMs to know their audience ahead of time, so they can include important sought-after details into different game components.

“I’ll ask players before we start what they hope to get out of the game, whether it’s take down an enemy or just to have fun. Knowing this ahead of time, I can tailor the game to what each player wants to have happen,” Patrick says.

For content marketers, this lesson should hit close to home. You need to know your audience well in advance in order to deliver personalized content. If you create content and worry about your audience later, chances are you aren’t engaging the right people.

After taking a look at your own audience’s characteristics and interests in Google Analytics, create unique personas for each of your audience members. This allows you to create content that is tailored for each person you hope to attract and engage. For example, if one of your target personas is a Director of Business Development, creating custom content that addresses a unique pain points like identifying new business opportunities or tips from the experts on how to strengthen their existing client relationships.

#5 – Chart your course.

There is a lot going on in a D&D game. And for the DM, that number is amplified as you have to remember every detail about your players, what’s been completed, and what could come next.

“To make sure I’m on top of the game and can portray characters well, I chart the game’s relationships instead of story elements. If I focus on the story, it could quickly become useless as players might do things out of order or in a non-linear fashion. By focusing on the relationships and where they fit in the narrative, the game becomes more fluid and flexible for the players and I can keep track of their journey,” Patrick says.

Tracking the journey isn’t the only thing Patrick notes, however. He also documents player strengths, weaknesses, and stats as the game progresses.

“I keep a character sheet that details each player’s play style. For example, if a player is investing their skill points in intelligence, I can tailor future encounters in the game to focus on problem-solving instead of combat. The opposite is true for a player who invests in raw strength,” Patrick notes.

Through detailed charts, maps, and grids, Patrick is able to make sure that his players have a personalized, seamless experience for every campaign they play, regardless of how they play it.

By taking the same approach with your content marketing, you can identify opportunities for customization and develop a strategy for weaving your content into the buyer’s journey. For example, by knowing which pieces of content attract a larger audience or drive more conversions, you can use that information to inform your content development and map your content to different stages of the funnel (see below).

Grid Assigning Content to Buyer StagesTo collect this data on your content and audience, review your Google Analytics behavior and conversion dashboards to find our which pieces of content excel at attracting, engaging, or converting your audience. Metrics like page views and entrances are good indicators for attraction, whereas time on page or number of pages per session can help you understand engagement. And, finally, the number of conversions through conversion tracking is the best way to find your top converting content. Armed with this knowledge you can create content plans that are tailored for your audience’s unique buyer journey.

Your Audience Is the Hero

A good Dungeon Master enables players to become the hero of the story through a personalized game with a compelling, original narrative. As a content marketer, it’s your responsibility to create content that transforms your audience into heroes as well, helping them solve seemingly impossible problems with your expert, best-answer advice.

Through an integrated content strategy with originality, personalization, and “best answer” content that’s mapped to the buyer journey, you can become the perfect Content Master for your audience.

For more ideas on how to become a masterful content marketer, check out these 25 content marketing tips, including how to tackle writer’s block, repurpose content, utilize storytelling, and more.

What Content Marketers Can Learn From an Adept Dungeon Master was posted via Internet Marketing

6 Top Marketing Challenges Solved by Influencer Content

Marketing Challenges Solved by Influencer Content

Whether you’re a new Marketing leader at a company in need of establishing wins quickly or part of a growing organization with ambitious revenue goals, the challenges within marketing today are greater than ever.

To help make sense out of these challenges, I’ve listed 6 of the top obstacles to brands achieving effectiveness out of their marketing and how collaborating with influencers on content help solve each problem.

1. Challenge: Ad Blocking. 600 million devices using ad blocking, leading to a loss of $22 billion in ad revenue (PageFair). If buyers don’t ever see your ads, what chance do you have?

Challenge solved: Contrary to ads, influencers are liked and because people pay attention to the influencers they follow, shared brand messages are far more likely to attract and engage buyers.

When you subscribe to the idea that everyone is influential about something, especially with their friends, co-workers and social connections, this statistic from Nielsen (83% of consumers trust recommendations from their peers over advertising) becomes very powerful.

Collaborating with influencers on content that the influencers then promote to their subscribing community can become a powerful differentiator for any marketing program.

Of course not all customers use ad blocking and there are incredible opportunities to be realized with sophisticated ad targeting. That’s why when properly executed, influencer content can be leveraged for both organic and paid promotions.

2. Challenge: Information Overload. Consider this: 90% of the world’s data has been created in the last 2 years. That’s 2.5 quintillion bytes of data a day (IBM). In fact, 74gb of media are sent to the average consumer on an average day (USC/ICTM).

The sheer number of choices faced by consumers and general distrust has turned brand marketing into noise for many customers.

Challenge solved: Influencers are Focused. One of the most compelling reasons a person is influential is because of the specificity in the topics they cover. Because of that specialization, buyers anticipate rather than ignore or feel overwhelmed by what their trusted influencers share.

While some influencers distribute their content on multiple channels, their personal brand focus plus consistency and trust equals a signal that buyers pay attention to.

3. Challenge: Google Hates SEO. Search Engine Optimization bloggers have been positing this question for 10+ years. With Google algorithm and platform updates including Florida, Panda, Penguin, Hummingbird, Pigeon, RankBrain, Mobile, Possum, Fred and the thousands of launches, live traffic experiments, side-by-side experiments and over 130,000 search quality tests, it makes you wonder: is this all for improving the customer experience or is some of it to thwart SEO?

Challenge solved: Google actually likes influencer content. Another key ingredient to why someone is influential is their credibility and authority. An influencer’s specific expertise and their ability to provide insights, answers and even research based perspectives all deliver on the Google’s expectation that content be useful.

Beyond influencer content being useful, there’s the practice of making content worth linking to. Influencers typically have a subscribed audience, many of which publish themselves. When influencers publish and promote content, it naturally attracts links.

By optimizing content for search and activating influencers, brands can create opportunities to help customers find trusted content and everybody wins.

4. Challenge: Buyers don’t trust brands. Or ads. This is a hard pill to swallow: 42% of consumers distrust brands and 69% distrust advertising according to a study by (Ipsos Connect).

Challenge solved: Influencers are trusted.  A recent study by Fullscreen and Shareblee via MarketingCharts found that nearly 40% of 18-34-year-olds are more likely to trust what an influencer says about a brand than what the brand says about itself. Additionally, Twitter reports that users trust influencers nearly as much as their friends.

Collaborating with influencers on content can bring authenticity, credibility and trust to that content. When influencers share that content, the effect of their audiences’s trust goes even further.

5. Challenge: Content Doesn’t Scale. According to the annual study by Content Marketing Institute and MarketingProfs, some of the top content challenges marketers included: 60% producing engaging content, 57% producing content consistently.

Challenge solved: Creator Influencers are experts at creating content. Influencer content creation and storytelling skills come in many forms: blogging, podcasting, video, images, and sometimes interactive.

Brands can extend the media creation skills of their marketing departments by partnering with creators with specialized skills. In addition to skill, creator influencers have an audience to promote the content to.

6. Challenge: Organic Social is Dead. Not only is Facebook organic reach down 52% (MarketingLand) but declarations that organic reach on Facebook is outright dead for brands are being stated by many credible industry publications, including Digiday.

Challenge (partly) solved: Influencers have optimized social popularity. Influencers create the kinds of signals that social network algorithms reward with higher visibility. Influencers understand what resonates with their audience in terms of topic, content type and promotion. Those same influencers also have an active audience that engages with their shared content. This is a powerful combination for triggering social network algorithms to prioritize influencer content in the feed.

Influencer Marketing is no silver bullet. Neither is content marketing or any kind of marketing approach.

But when influencers are intelligently researched, qualified and engaged during the planning phases of a content marketing program, the benefits of the collaboration can include improved content in a variety of ways:

  • Authenticity – Choose influencers that represent your customers and the resulting message will be a lot more genuine to what buyers actually care about.
  • Variety – Including experts beyond your marketing department can generate a greater span of content ideas.
  • Quality – Tapping expertise can boost the quality beyond what marketing department copywriters might be able to produce.
  • Quantity – Engaging a group of influencers on an ongoing basis can boost the volume of content. Factor in repurposing and you’ll create even more content options without increasing spend.
  • Reach – Trusted, credible experts promoting content can reach audiences that are very difficult to connect with through any other way.
  • Trust – The credibility, expertise and authority of influencers that collaborate with a brand over time can grow trust for the brand.

On top of that, there are efficiency benefits. We have implemented influencer content campaigns where influencers have contributed anywhere from 20% to 80% of the content for the entire campaign.

Then there are the effectiveness benefits. For an organic influencer content campaign, achieving a 50% share rate amongst influencers is impressive. We’ve had many programs with over 100% share rate. Why? By communicating effectively, setting expectations and making content that contributors are proud to be a part of.

The reality is that influencer content programs can deliver value across the entire customer lifecycle, not just awareness. That means improved engagement and conversions.

There are many more challenges for marketing than the six above. I didn’t get into martech shock (too much tech), difficulty in finding qualified marketing candidates, measurement challenges or the implications of the lockdown on data represented by GDPR in the EU and recent attention being given Facebook by lawmakers. But addressing the six above should give the vast majority of marketers reading this an advantage.

Establishing relationships with qualified, capable influencers can bring a tremendous amount of value to a company’s content marketing effectiveness. When influencer marketing is thoughtful, ongoing and properly managed, it becomes a force multiplier that is difficult to duplicate.

Are you planning a content marketing program right now? Who are your best influencers? Who are your best employee advocates? Which industry media do you have the attention of? Which of your customers are most likely to advocate for your brand? Do you know if they are influential? Do you know which of your prospective customers are influential?

Answering these questions can open the door to content marketing success for your brand and mutually valuable relationships with the people that actually influence your customers.

 


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© Online Marketing Blog – TopRank®, 2018. |
6 Top Marketing Challenges Solved by Influencer Content | http://www.toprankblog.com

6 Top Marketing Challenges Solved by Influencer Content was posted via Internet Marketing

5 reasons to attend SearchLove Boston 2018

This June 7th & 8th we are hitting up Boston for our annual East Coast conference, and we can’t wait! Not only do we love hosting in this fantastic city, but this year we’re also hosting in a super new venue; The Revere Hotel in downtown Boston.  If you were following along on our #searchlove Twitter hashtag for our recent San Diego conference, you’ll know that the speakers we put on the SearchLove stage are top of their game and will ensure you leave the conference with a ton of new knowledge and ideas to take your business to the next level.

You can still get a ticket for just under $1000the classic all-access pass costs $999 – and you get access to the whole conference, lunch, snacks and drinks, as well as the after-show parties on both nights. If you need a few more reasons as to why you should be there, then look no further…

1.  The data speaks for itself

  • In 2017, 90% of our attendees across all three SearchLove conferences said they would recommend attending SearchLove to a friend or colleague.
  • Across all three 2017 conferences, our top three rated speakers averaged a 95% positive rating (outstanding + excellent) on their sessions.
  • One of the confirmed Boston speakers received a 100% positive rating at SearchLove San Diego 2018.

2. Our speakers deliver

Here at Distilled, we push ourselves to be better presenters all the time. We run our ideas by our teammates, we do a number of rehearsals and run-throughs of our decks and we take all the feedback on board.

We don’t just do this ourselves though, we ask the same of our speakers. We know what our speakers are going to present on stage because we’ve worked closely with them on the content and offered feedback during the deck building process. Our speakers really want to be at the top of the rating board. All of this means that they deliver. You will walk away full of ideas and feel inspired.

You can expect the following topics and more(!) to be covered:

For up to date session information & times head to the SearchLove Boston page.

3. You are attending a first of its kind

This will be our first year hosting at The Revere in downtown Boston and the events team are very excited to reveal what’s in store. Moving to a new venue allows us to provide all of our delegates additional desk space throughout the conference, leaving room for that ever important coffee supply. At The Revere, you can look forward to our own dedicated building with separate meeting and break space. You’ll never have to leave the venue; the VIP dinner, networking party and industry drinks will all be taking place on site, meaning no waiting for morning and evening shuttle buses and an ultimate amount of time can be dedicated to networking with your fellow attendees and speakers alike. 

4. You can get personalized advice

We know its a big ask to use your team’s budget and take 2 days out of the office, so we want you to feel like it’s worthwhile. As well as all the sessions, chances to ask the speakers questions, hanging out with peers, we also offer you the chance to get 1 on 1  advice, tactics and guidance specifically for you or your company.

Site clinics offer the opportunity for a private session with one of the expert Distilled consulting team to discuss any aspect of your business or website, any area where you need advice be it on technical issues, content strategy or your conversion process. We’ll give you expert advice for you to take back to the office and your team and get to work on, straight after SearchLove. Why not book one of our site clinics once you’ve bought your ticket. Just drop an email to the events team to arrange.

But not only that, we also have our lunchtime topic tables. Select a topic of interest during registration on the first day and have the chance to converse and ask questions to your peers and expert consultant, all whilst enjoying a freshly prepared lunch.

5. Our aim is to be the most welcoming conference in our industry

We’re always striving to do better with our conferences by addressing industry criticism plus specific SearchLove criticism. That’s one of the reasons we’ve moved venues this year to bring you better facilities, tastier food and an overall upgraded experience. However, there are wider issues that we have been focusing on. This year we are really proud to say that we’ll have at least a 50/50 female to male ratio of speakers on the Boston stage. We’re currently rolling out a new scheme whereby we’ll partner with other companies around our industry to increase the opportunities for under-represented groups within our industry and bring them to our conference which we hope to announce soon.

Plus, we’re still pushing hard the visibility of our Code of Conduct. The Code of Conduct is something that we ensure our staff, speakers, sponsors and attendees all know about either before or as soon as the conference commences. We believe in making SearchLove a welcoming and safe environment for everyone.

We hope to see you at SearchLove Boston 2018!

More details can be found in our FAQ section here.

5 reasons to attend SearchLove Boston 2018 was posted via Internet Marketing

Digital Marketing News: Cryptofluencers, Google’s Infinite Scrolling, Influencer Trust Grows

Digital Marketing News: Cryptofluencers, Google’s Infinite Scrolling, Influencer Trust Grows

Influencer Marketing Has Hit Cryptoworld
The proliferation of cryptocurrencies over the past several years has led to a sharp recent increase in the number of paid influencers hired to help promote and legitimize both small and large players in the cryptoworld. Digiday

Google launches Reach Planner for YouTube & video ad forecasting in AdWords
Google is offering a more powerful video campaign reach estimate tool called Reach Planner, aimed at YouTube and Google Display Network advertisers, and featuring reach data to help find the best video product mixes. Marketing Land

80% Lose Trust in Local Businesses if Online Information is Incorrect
Businesses that have incorrect or inconsistent information online lose trust among 80 percent of consumers, while even out-of-date or poor quality photos cause 50 percent of consumers to have diminished trust, according to a recent report. Small Business Trends

Google Switches to Infinite Scrolling Mobile Search Results
Mobile Google search users will see infinitely-scrolling SERP entries in a test the Internet giant recently began rolling out, replacing multi-page results with a seemingly endless number of clickable “more results” offerings. Search Engine Journal

Facebook Discusses How Feed Algorithm Works
Facebook’s news-feed program leader has outlined portions of the company’s latest algorithm for determining what is shown, including a patented system of predictive modeling. Search Engine Journal

One in three trust an influencer’s words over what a brand says
Influencers are trusted more than brands, especially digital creators with over a million followers, according to new report data that also sees diminishing trust for micro-influencers. ZDNet

In a recent survey conducted by DemandWave, 70% of B2B marketers said their No. 1 digital marketing objective is to generate more or higher quality leads.

Pinterest reports 50% gain YoY in SMB advertisers
Pinterest’s SMB advertiser numbers have increased by 50 percent, with 1.5 million businesses using the platform to reach customers. The company has also announced the international expansion of its brand and agency-targeted Promoted Pins “Promote” button. Marketing Land

How Brands Are Getting More Sophisticated at Using Location Data
More sophisticated use of location data will drive related ad spending to $38.7 billion by 2022 according to recent research, and AdWeek explores how location data can best be harnessed and how it has evolved over time. AdWeek

First look at Instagram Nametags, its clone of Snapchat QR codes
More details and the first screenshots of Instagram’s forthcoming Nametags feature — similar to Snapchat’s Snapcodes offering — are now available, giving additional insight into how Instagram’s implementation of a special image scanning system will work. TechCrunch

ANA finds only 36% of marketers say their influencer marketing is effective
Just 36 percent of marketers consider their influencer marketing efforts to be effective, according to a recent Association of National Advertisers (ANA) report, however even more — some 44 percent — believe the jury may still be out on influencer effectiveness. The Drum

ON THE LIGHTER SIDE:

Marketoonist Cartoon: marketing at the point of sale

A lighthearted look at the point of sale from Tom Fishburne – Marketoonist

Here’s why Sesame Street is turning to Kickstarter for the first time – Fast Company

Q&A: How an Artist Turned a Lifetime of E-Waste Into a Stunning Celebration of Recycling – AdWeek

Enter the Intense World of Competitive Yo-Yoing – Wired

Impressive! Man Doubles Podcast Audience Overnight By Convincing Coworker to Listen – The Hard Times

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lee Odden – 46 Speakers to See at Pubcon Florida 2018 — Bill Hartzer
  • Lee Odden – I asked the world’s Top 100 digital marketers for advice. Here’s how they responded. — Medium
  • Lee Odden – [Interactive Guide] Take Your Content Marketing Program Back to the Future with DivvyHQ — DivvyHQ (client)

Don’t miss next week, when we’ll be sharing all new marketing news stories, and in the meantime you can follow us at @toprank on Twitter for even more timely daily news. Also, don’t miss the full video summary on our TopRank Marketing TV YouTube Channel.


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© Online Marketing Blog – TopRank®, 2018. |
Digital Marketing News: Cryptofluencers, Google’s Infinite Scrolling, Influencer Trust Grows | http://www.toprankblog.com

Digital Marketing News: Cryptofluencers, Google’s Infinite Scrolling, Influencer Trust Grows was posted via Internet Marketing