Industry Insights

Cass Sapir, customer success director at HapYak, talked to Gilbane Digital Content Conference goers about how he believes you can use interactive video to boost your video marketing techniques.
Posted Dec 16, 2016
There are many different stages to the content marketing funnel, with a variety of tools and services specializing in each one. But while focus and expertise are always valuable, it is the connection and synergy between the different stages that creates marketing magic.
- Posted Dec 16, 2016
In marketing, we've reached an inflection point where the volume of data and processes required to run personalization initiatives at scale have outstripped human capability (even highly skilled ones). The micro-targeted customer experience is simply unsustainable with a traditional technology stack leveraging manual data modeling and human-curated, rules-based decisioning.
- Posted Dec 12, 2016
Tim Lewis, producer of digital content at Continuum Management Services talked to Gilbane Digital Content Conference audiences about using videos to increase leads. See the video here.
Posted Dec 09, 2016
Transcreation changes are afoot. Here's what to expect in the next 1-2 years.
- Posted Dec 07, 2016
Working with multiple SSPs can be a challenge. Therefore many publishers decide to focus on one unified platform. The vast number of platforms in the market makes it hard to choose which one is the right one for them. How should publishers evaluate the different platforms? Well, it seems that the best ones out there have a few things in common.
- Posted Nov 30, 2016
An analysis of nearly 350 content marketing campaigns based on data-driven visualizations by Fractl revealed even traditionally dull industries can leverage visual assets, and that more interesting verticals could add some creativity to their content to boost engagement. Here are the four primary data visualizations big brands and publishers alike have leveraged for engagement in niche verticals, and some takeaways for marketers trying to get into this growing trend.
- Posted Nov 18, 2016
Being proactive in SEO is perhaps the most abstract of the 5 Pillars of SEO. It is also perhaps the most important. The simplest way to think about proactiveness and how it relates to SEO is to always be informed and prepared. Sandra Wallace not only needs to understand her own niche in the RC hobby industry, but she needs to develop an understanding of the SEO industry as well.
- Posted Nov 16, 2016
There is no one way to establish a brand newsroom. Small and medium-sized companies can follow larger enterprise examples, but will likely see the most success if they tailor their own newsroom to accommodate their goals.
- Posted Oct 31, 2016
Visitors are three times as likely to convert on your LinkedIn page as they are on your Facebook or Twitter pages. So building a strong presence on LinkedIn can be beneficial for your business. Fortunately, the apps that are available cover a multitude of functions, allowing you to organize and streamline your LinkedIn marketing efforts.
- Posted Oct 28, 2016
Many marketers are working with digital agencies to create effective global marketing programs. While creative agencies can help to design campaigns that reach customers across a wide array of digital and traditional channels, they often lack localization and translation expertise to ensure that campaigns resonate from region to region. But savvy digital marketing agencies are partnering with language service providers and localization experts to further expand their capabilities.
- Posted Oct 26, 2016
Snapchat offers some obvious routes for a brand to gain exposure, and some are already mainstream: sponsored lenses, sponsored Geofilters, and Snap ads getting you in front of Snapchat's millions of users. If you're a smaller brand or interested in reaching Snapchat users in less conventional ways, we're ready to shine light on some corners of Snapchat you might not have considered in your marketing approach.
- Posted Oct 21, 2016
The SEO industry is constantly changing. It is important that Sandra Wallace and her business, Wally's Hobbies, keep up to date with all these changes. Where should she be doing her research?
- Posted Oct 19, 2016
Mobile-first strategy is a must, but an often overlooked part of that is Local SEO. Learn why and how you should incorporate local searches into your strategy.
- Posted Oct 12, 2016
Gilbane 2016 presenter Bruno Herrmann gave us a preview of the many lessons he will be sharing in his workshop on content globalization. You can now sign-in to see the webinar on-demand.
Posted Oct 10, 2016
As reflected in the mega popularity of products like Instagram and Snapchat, today's users want to feel immersed in a visual experience. As they scroll through timelines and feeds brushing past photo after photo, consumers are forgoing language and pervasive sales pitches in favor of witnessing a brand interact with Facebook fans and Twitter followers. Localization is how you stand out, and visual content marketing is making it more achievable than ever before.
- Posted Oct 05, 2016
Even as global readership rate increase across the digital news sector, UK publishers are struggling to adapt to the industry's shift from print to online media: PwC's latest Entertainment and Media report covering 2013-2017 projects that the UK's B2B publishers, newspapers, and consumer magazines will see a net fall in revenues over the next four years. With 22% of UK adults now using ad blocking software, native content is proving to be a smarter way for publishers to replace print ad revenue than banner ads and popups.
- Posted Sep 28, 2016
Take a deep dive into the third pillar of SEO: Thinking Outside of the Box. From link-building to newsjacking, this is everything you need to know about getting creative with your SEO.
- Posted Sep 27, 2016
There is no doubt that programmatic has revolutionized online media buying and that it offers significant benefits, but this road to opportunity is ridden with obstacles such as viewability and traffic fraud. Mobile programmatic advertising can be challenging in many ways but when done thoughtfully and strategically, the ROI can outweigh the challenges.
- Posted Sep 23, 2016
Video is taking over the web--especially the social web. Facebook continues to evolve its offerings while LinkedIn is just finally hopping on the video wagon. Here we discuss the differences that are pertinent to marketers.
- Posted Sep 21, 2016
The programmatic ecosystem has evolved significantly over the past several years, and personalized retargeting as one of many programmatic solutions has become more and more prevalent. Today, it is obvious that using a single retargeter is not always optimal. In fact, running two to three retargeting campaigns with different providers can bring much better results without any additional cost. Here's why it works.
- Posted Aug 29, 2016
Self-learning systems have been adopted in various fields, ranging from self-driving cars to robotics. Google, the world's most popular search engine has now integrated its own machine learning system as a part of its search algorithm. In this article we will delve into exactly how you can create and optimize your content for Google's RankBrain.
- Posted Aug 26, 2016
Whether you're with Clinton's campaign or on Trump's campaign, it's impossible to ignore the fact that the 2016 presidential race is a game-changer, in more ways than one. And it's not just because of the candidates--it's about how these candidates are connecting with their audiences. Email marketing is, once again, playing a big role.
- Posted Aug 17, 2016
As Olympic athletes and spectators unite, representing more than 200 countries and speaking 180+ languages, the games become more than an athletic competition--they are a celebration of the world's cultures and heritages. This can create challenges for Olympic brands and marketers alike who must create and distribute content that resonates equally with an incredibly diverse audience. As a result, brands are looking to translation strategies and solutions to help facilitate unity at the summer games and create camaraderie and shared experiences around this special event.
- Posted Aug 12, 2016
What do Uber, ipsy, and Fitbit have in common? Content marketing has worked wonders for each brand's reputation and reach. My team and I analyzed each company's approach in a recent project to examine the impact of a smart content strategy. Even if your business isn't mega successful, content marketing creates an even playing field by leveraging your potential reach. Here's what we found.
- Posted Aug 10, 2016
With a tidal wave of young users, live streaming video has become the hot new property for social media companies. Facebook put its full weight into Facebook Live. Twitter acquired Periscope. Google is even reportedly building a future Facebook and Periscope competitor called YouTube Connect. But a big question has been whether anyone can make a profit off of live streaming. One of the top competitors, Meerkat, is already bowing out and looking at other opportunities.
- Posted Aug 08, 2016
Understanding your niche is a foundation for any marketing campaign, SEO or otherwise. Businesses need to know who they are appealing to, what attracts an audience, and even better, why potential customers are attracted to particular pieces of content or use certain keywords in their online searches.
- Posted Aug 03, 2016
In today's digital economy, companies see the revenue potential offered by data monetization and are striving to capitalize on it--preferably before their competitors do. This is particularly evident in the publishing industry, where some companies are already achieving incremental success by leveraging existing data about their consumers to generate new revenue streams. However, the majority of companies still need to determine how they want their organizations to leverage consumer data. More importantly, they need to consider how to synergize data trends emerging around both their existing base of consumers and a target demographic that may present new revenue opportunities, all of which is going through a degree of disruption in the market.
- Posted Jul 29, 2016
The proliferation of digital channels opens up new opportunities for businesses that want to deepen relationships with existing clients and attract new customers. Social media platforms and the widespread use of mobile devices provide an affordable way to push out a steady stream of content to always-connected consumers and generate new business. However, many companies that are making the change from print-centric communication to digital content are finding that the transition isn't simple. The processes that are in place for creating, approving, publishing, distributing and tracking print-centric content don't scale when faced with omni-channel digital content.
- Posted Jul 27, 2016
Two of the biggest challenges in designing and delivering organizational learning are determining what content your learners most need and want, and deciding what courses to develop and offer based on learner preferences and organizational needs. Get these two challenges right, and your organization wins with engaged learners who can move the company forward. Get them wrong, and you've wasted money and effort while alienating your learners.
- Posted Jul 26, 2016
By doing some quick math, it becomes clear that by speaking just one language, organizations are only reaching about a quarter of online users. To expand reach and engage with a wider audience, global businesses must adopt multilingual communications. Otherwise, they risk abandoning potential customers who will instead turn to competitors who communicate with them on a local level.
- Posted Jul 22, 2016
Our world is increasingly connected, and the impact of globalization reaches organizations in all market sectors. It's easier than ever for companies across industries to operate in any country throughout the world, opening up new market opportunities and chances for high returns. But organizations face a significant barrier to entry when expanding into new markets: language. Today's global economy does not operate under a single language, and organizations must be able to translate content and key materials with efficiency to comply with global regulations and effectively engage with local customers in new markets.
- Posted Jul 21, 2016
Understanding the difference between promoting a brand and selling it is critical to your company's success. Blog posts and articles that stagnate on your Facebook page will not entice the consumer to look in more detail at the services you provide. Even worse, once you get a reputation for low engagement, social media will start to restrict your audience, creating a vicious cycle that is hard to break.
- Posted Jul 15, 2016
Converting the five pillars of SEO into actionable strategies can be complex and difficult. Each pillar represents an abstract philosophy or ideal. However, within these guiding principles you can derive actionable techniques. Relevance may be the most important pillar as it impacts all aspects of SEO. Beginning with relevance, we discuss how strategies are put into practice, with examples of how a company can become and remain relevant within their market and their desired target audience.
- Posted Jul 13, 2016
In the early days of influencer marketing, PR owned the space and its relationships. Agencies and their practitioners negotiated compensation and campaigns directly with individual influencers. But as technology evolved, so did influencer marketing. Today marketers are tapping into influencer programs that are equally, if not more, accountable than traditional media buys. By running a program that activates multiple influencers for a price that previously afforded a single individual, brands and marketers are able to reach their targeted audiences using trusted sources without breaking the bank.
- Posted Jul 06, 2016
What is the value of a social media follower? This question has been asked countless times and the answer keeps getting smaller and smaller. With an explosion of branded content being pushed on social channels, individuals are receiving too much noise. Even though you may have a large list of Followers fewer people may be seeing your content than ever before.
- Posted Jul 01, 2016
It is a mistake to assume that content development is an assumed talent, or that it can be an afterthought in the digital marketing realm. Content strategy is more than writing for the web. There is a science and strategy behind developing quality content for web pages, blogs, advertisements and social media. And although every successful copywriter must have a foundation of basics writing skills, such as subject matter expertise, an engaging style and tone, and basic grammar usage, there is much more to being a content king.
- Posted Jun 29, 2016
The divide between the physical and digital world is diminishing very quickly. Consumers are constantly mobile and have various devices to cater to a "live-in-the-moment" type of world. As people become more mobile, the channels and ways of interactions are multiplying quickly. E-commerce capabilities available on third-party platforms such as Snapchat, Google, Pinterest and more allow brands to more easily have conversations in the consumers' own environment. It is no surprise that social platforms have become common marketing tools to reach the connected customer. But, not all social media platforms are alike, and neither should the marketing campaigns be that utilize them.
- Posted Jun 24, 2016
There are a few aspects of SEO that over the years have solidified themselves as the foundation of any campaign. This is because Google's changes are at their core about trying to provide the best user experience. Therefore, if you align your SEO efforts to improving user experience (and searcher intent), then you can rest relatively sure that your work is future safe, no matter how Google alters their algorithm. Here are the five rules that always have an impact on your SEO campaign.
- Posted Jun 01, 2016
When it comes to programmatic advertising, the rules of the game have changed. Late night wine and dine sessions, bargaining over CPMs, crying over insertion orders, and struggling for transparency of advertising performance seem relics of a bygone era as more and more advertisers make the shift to programmatic--well, all except the late night wining and dining. Where digital advertising was once associated with blind networks and distrust, programmatic advertising is becoming a favorite by offering advertisers transparency, efficiency, and control.
- Posted Jun 01, 2016
Today's customers are always on the go, always plugged in, and always a click away from a lift to the airport or an Orange is the New Black marathon. With companies like Uber and Netflix on the rise, consumer expectations are higher than ever. Meanwhile, companies find their customer bases growing across countries and times zones, and they're struggling to deliver the frictionless experience their customers have come to demand. Worse still, many are relying on legacy technologies that can't cope with the layers of complexity built into today's business processes.
- Posted May 31, 2016
Innovation never rests, and in the past decade, the way users discover content has continued to change rapidly. First Google and other search engines allowed a user to target specific topics and go right to related content, bypassing a site's homepage. Social media then developed completely new routes for users to discover content. It makes sense that marketers are now focusing on these other channels. But, does that mean they can completely ignore the homepage?
- Posted May 13, 2016
Facebook recently announced the newest update to its network, and make no mistake, this is nothing short of a 180 degree shift from its previous position. By completely revamping its Branded Content Policy, Facebook not only opened a door back to influencers who migrated away from the platform following the previous change that limited their reach, but also gave marketers and influencers a clear message about what they need to do in order to flourish on the platform. Along with the policy change, Facebook will be introducing tools for brands and influencers to run successful campaigns together.
- Posted May 06, 2016
Publishers are making the investment in native ads and sponsored content because the engagement metrics show a favorable reader experience. While the signs point to native ads being here to stay, publishers still have a lot of room to improve and optimize the native ad experience before it has long-lasting appeal. One opportunity that publishers can take to enhance their native ad program is by delivering a custom site search experience that helps advertisers reach their target audience while also showing fast and relevant results to readers. Here are three ways to successfully incorporate native ads into your reader's search experience.
- Posted Apr 29, 2016
In today's shifting consumer landscape, emerging technologies and mobile and web applications are rapidly changing the way brands reach their customers. The industry has evolved from a pre-internet world of attracting customers with aesthetically pleasing, well-organized storefronts in the right location, to a whole new strategy. Consumers are now available every second they are looking at a screen. The new, "always-on" user has forced brands to refocus their strategies to cater to the new digital experience age.
- Posted Apr 27, 2016
At a recent Demandbase event, an audience member defined account-based marketing as "marketing... if sales was in charge." As I thought about this statement, it dawned on me just how true it is. Traditionally, marketing's purpose was to generate high-level awareness of a company and its products or services. With aircover by marketing, the thought was that sales could be more effective and close deals faster. Today, with many B2B companies focused on their top thousand or so accounts, marketing is becoming a closer sales ally, able to work in lock-step to drive the accounts to close--all the way from awareness to purchase.
- Posted Apr 20, 2016
The automotive industry has staked a strong claim on innovative marketing tactics--and the proof is in the sales. High consideration purchases like a vehicle often require different strategies than smaller, one-off purchases, but the trends seen in automotive are starting to turn up in other industries. With that in mind, it's important to understand what automotive marketing is doing that's keeping it ahead of the curve (and keeping other industries in a hurry to catch up).
- Posted Apr 15, 2016
At this point, almost everyone has heard that Internet pioneer, Yahoo, is in trouble. The company has allowed itself to become completely distracted by a lot of activities that had little to do with the foundational elements of the company, and has, instead, turned its attention to attempting to unlock shareholder returns relative to its stake in Chinese ecommerce giant Alibaba. As a result of the shortcomings of its well-intentioned, but poorly executed acquisition strategy, along with some controversial management decisions, the company is now exploring "strategic alternatives" for the "core" of its business. The play it is pursuing now is essentially the only one it has that makes sense to save what remains of what most people know of as Yahoo -- or at least package it for a potential acquirer (a public strategic or private equity buyer).
- Posted Apr 01, 2016
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