Industry Insights

We thought it would be interesting to speak with practitioners who are working on the front lines, implementing WCM solutions on a daily basis, and get their thoughts on some of the most pressing questions companies face when selecting new WCM solutions.
- Posted Mar 28, 2018
Technology has advanced to make it easier to buy things, get places, and split tabs. However, when it comes to content, we're still surprisingly tolerant of the status quo. It doesn't seem to bother us that we have to swipe and tap around on our smartphones to find the content we want in those moments when we want it most. Let's explore why and how content discovery can catch up.
- Posted Mar 26, 2018
In the last month, digital advertisers who relied heavily on Facebook for content distribution have scrambled to adapt to the algorithm change. Now, the remaining digital media outlets must figure out how to drive traffic without the help of world's most influential social media platform. For those publishers, here are three tips to consider.
- Posted Mar 21, 2018
Facebook is changing its News Feed algorithm. This major change means that businesses really need to take a step back and refocus their Facebook strategy to make sure they minimize the impact. The key term to keep in mind when reshaping your Facebook approach is "meaningful interaction", which means that your audience needs to interact with your content, whether it be in the form of comments, likes and other reactions, or shares.
- Posted Mar 09, 2018
The sooner you start producing visual content and sharing it with your audience, the better. Why? The answer is simple—it drives traffic, leads, and sales to your business. 21118
- Posted Mar 07, 2018
A landing page is the gateway to your brand online. Whether it's your homepage, or a specific page users land on after clicking from a search engine results page (SERP), this is your first opportunity to convert visitors into customers. It behooves you to design this page thoughtfully and to maximize its effectiveness.
- Posted Mar 02, 2018
Google's Arts & Culture app came out a few years ago. So why are you suddenly hearing so much about it now? Because Google introduced a selfie feature. Surprise, surprise: everyone suddenly discovered a newfound interest in arts and culture. Marketers can learn a lot from the app's sudden success, from how to create marketing campaigns that stand a chance of going viral to planning ahead for the future. But first, let's back up a minute.
- Posted Feb 27, 2018
With YouTubers uploading videos at the rate of 60 hrs of video content per minute, being noticed on YouTube is easy task. Social media managers who work hard to get views for brand videos, sometimes fall short because of the sheer competition on the platform. This post describes five marketing tools and how you can use them to get your brand to shine on YouTube.
- Posted Feb 02, 2018
Large organizations are in the best and worst positions to deliver the great customer experiences which are a foundational element of business success today. These companies have access to the enormous amount of market and contact information required to create and deliver individualized experiences to customers, yet disconnected departments, processes, and technologies prevent them from tapping into this vast wealth of data.
- Posted Jan 29, 2018
Ad fraud keeps making headlines with estimates of its total damages climbing. With bots evolving and rapidly multiplying, and fraudsters becoming increasingly sophisticated, advertisers are not the only ones who feel the pain. As fear and doubt whittle away ad spend, publishers and viewers are also paying a heavy price.
- Posted Jan 15, 2018
The bain of every marketer's existence is a lack of audience engagement. If people aren't interacting with the content on your website and social media accounts, business will surely suffer. Luckily, other industries have already figured out the secret to engagement—it's time to look at other industries to see what they're doing right. One industry worth looking to for inspiration is online education. Online teachers have the same struggle with student engagement as teachers in more traditional classrooms—and they have some tips and tricks to share.
- Posted Jan 10, 2018
With an unpredictable landscape and an increase in competition from the endless supply of new media companies, both digital and traditional publishers are facing unforeseen challenges when looking for new ways to engage and retain their audiences. There are a few key tactics that successful publishers are executing that other companies should consider to stay relevant: leveraging social video, gearing content to target audiences, and investing in digital to grow reach.
- Posted Jan 08, 2018
How can brands make sure they are putting quality over quantity and making the most of their annual marketing spend by learning from 2017 tech advancements? We explain three approaches brands can take to allocate their 2018 marketing budgets in ways that will bring about greater conversions and returns learning from and optimizing from 2017.
- Posted Jan 03, 2018
MarTech decision makers must find solutions that enable them to excite prospects, optimize the online customer journey, differentiate in the market, convert, and easily scale in order to produce the best results and meet desired organizational goals. Here are three key strategies to follow while making MarTech purchase decisions in 2018.
- Posted Jan 01, 2018
Finding ways to boost your email click rate is key to generating more leads and increasing sales. To get your emails read this year, there are a few ways retailers can optimize their email strategies to, not only increase click rates, but conversion rates as well. It all starts with striking a good initial impression and cultivating the relationship from there in a series of welcome emails that tell a new customer or subscriber everything they need to know about your brand.
- Posted Dec 20, 2017
As "always on" audience-driven engagement further infiltrates marketing consciousness, those brands that want to create high quality content more efficiently-and strategically take into account the diverse interests of their audience-are starting in-house content studios. These operations generate a variety of content forms and types and are led by trailblazing, first-generation content leaders. In 2018 content studios will continue to flourish, but there will be some things to watch out for.
- Posted Dec 18, 2017
Not all online shopping experiences are created equal. Poor web and mobile experiences like load time delays, error messages and lost shopping carts can damage a company's reputation and turn customers away. Here are four strategies e-retailers can use to optimize their websites to meet peak demand not only during the holidays, but throughout the entire year.
- Posted Dec 15, 2017
The consensus is in. Mobile marketing industry experts agree that not only does retargeting work, it also outperforms new users when it comes to retention, events, and, most importantly, revenue events. To discover the differences and advantages of each user group, we dove into the data across 140 mobile apps
- Posted Dec 13, 2017
There has been a lot said about the importance of website content and blog posts. Not only does good content reduce your site's bounce rate, but it also comes in handy for optimization. SEO specialists spend days and nights working to master Google's algorithms trying to rank first. Let's leave aside all the other means for a second, and focus on one very important SEO component: content.
- Posted Dec 08, 2017
Everyone has heard the cliché, "every company is a technology company". While we know that's not true, it is true that every company is powered by technology. It used to be that an internet connection and a Microsoft office subscription was good enough for small companies, and for larger companies, same thing but add some servers. Now, though, with the influx of data that needs to be managed, a solid IT infrastructure is more than necessary.
- Posted Dec 06, 2017
Efficiently creating compelling content to support broadcast and digital marketing campaigns with cohesive and consistent messages across multiple channels is the new name of the game. A holistic approach to this process, backed by the appropriate expertise, systems and technology is the way to get there. While still in its infancy for even the largest brands, there's one industry that's been at this for a while and has paved the way: Hollywood.
- Posted Dec 06, 2017
Many businesses struggle to get their blogs going because they believe their industry doesn't have good potential to craft interesting posts. In reality, it all comes down to how creative you get with your writing. The more unique and compelling your posts are, the more powerful your blog is in growing your brand. Regardless of what line of work you are in, there will always be ways you can use your content to stand out among the competition.
- Posted Dec 01, 2017
Apple's latest version of Safari in macOS High Sierra includes Intelligent Tracking Prevention, which prevents first-party cookies from being used in a third-party context beyond one day, and purges them completely after 30 days. No matter your industry, attracting return visitors through increased engagement will ultimately build your revenue stream. Here are three engagement strategies to keep visitors on your site and draw them back in after they've exited.
- Posted Dec 01, 2017
It's getting harder and harder to "game the system" with exploitive linkbuilding strategies and blackhat SEO. In short, it's not just about keywords; it's about creating a cohesive and appealing user experience. This is known as organic optimization. A strong linking structure and other internal SEO best practices can provide that. Here are four considerations to keep in mind when optimizing the internal SEO of your website.
- Posted Nov 22, 2017
Fall is my favorite time of year - the foliage is stunning, everything smells like pumpkin spice, and I get to wear cozy sweaters and rain boots! Fall is also a great time of year to start thinking about year-end, and how you can improve your content management strategy to set yourself up for success in the year ahead. Easier said than done, right? I like to start by using the process of elimination. In this post, we'll review five content management pitfalls you should avoid right now to help you improve your content marketing strategy.
- Posted Nov 17, 2017
Recently, Facebook announced they will eliminate "dark posts" (a post that has been published for advertising use that is seen by select members of the public) in an effort to offer greater transparency in its advertising offerings, largely in response to Russian meddling in the 2016 U.S. presidential election. As this is a global initiative (many countries have encountered similar election meddling), rollout begins in Canada in mid-November as part of the Facebook Canadian Election Integrity Initiative, before implementation in America in the summer of 2018 (ahead of mid-term elections). While all political advertisers will be required to disclose their identities for their ads to run, this change impacts all advertisers, politically-focused or not.
- Posted Nov 06, 2017
So here is a quick question for you: what marketing strategies are you implementing this holiday season to grab a giant slice of the ROI pie? If you are still wondering and looking for answers, we have your back. We asked a number of email marketing pros frequently asked questions about email marketing strategy and Implementation, and we're sharing their answers with you to make your holiday emails stand out in noisy inboxes.
- Posted Oct 27, 2017
Content distribution is a crucial step in any marketing strategy. Content marketing can be highly effective, however, without clear goals, quality content, and a distribution plan, you are investing in the activity with a very low payoff.
- Posted Oct 25, 2017
Creative teams play a pivotal role in driving the success of digital assets — whether being utilized across content marketing campaigns, ecommerce platforms, or social posts — but they are often hampered by inefficient design, and approval processes.
- Posted Oct 20, 2017
To ensure brand marketers are still able to get the same or better ROI out of their online rankings, here are three very important but not-so-well-known factors that can positively impact a brand's online reputation.
- Posted Oct 18, 2017
Successful social media marketing requires a lot of time and effort, unlike what many business owners and social media managers first assume, and if you are like most people, your workload leaves you with no room for social media marketing tasks. How do you overcome this hurdle? You could use social media tools to improve your efficiency and boost your results.
- Posted Oct 13, 2017
Offering rich, interactive images has emerged as a critical component to any website or web app visitor engagement strategy -- and with good reason. While engagement is critical to securing customer loyalty and driving higher conversions, it's important that businesses understand the negative effects that poorly managed image content can have on web performance and their customers' online experiences.
- Posted Oct 04, 2017
Bill Gates coined the phrase "content is king," over 20 years ago and even hinted at how big the kingdom was. In sales focused organizations, the concept that good content is crucial has been successfully applied to lead generation, but don't neglect the power of content for every stage of the buyer's journey.
- Posted Sep 29, 2017
I've been working in the digital sphere since 1994, so like most marketers, I've seen new channels constantly emerge and quickly dominate— web, podcasting, social, chat, apps. What is far less obvious is how channels themselves have changed in both our expectations for them, and their potential for brands. With many clients deep into 2018 planning, this is a good time to avoid the cut-and-paste of last year's choices and rethink what else your channels can do for growth next year.
- Posted Sep 22, 2017
Artificial Intelligence (AI) has quickly become a driving force in retail, with Forrester Research predicting earlier this year that investments into AI would triple before 2018. These trends in consumer marketing have primed the pump for widespread use of AI and insight-based marketing in B2B relationships. In fact, recent studies of business buyers show that almost two-thirds of them fully expect AI to anticipate their needs in the near future.
- Posted Sep 22, 2017
As entrepreneurs, we are eager to share our latest innovation with the masses, whether it be a mobile app, a website, or a physical product. As marketers, we need to figure out the best way to ensure each new technology or solution is adopted. We all know user experience is critical when it comes to full-scale adoption, and yet, so many of us aren't great at cultivating it. The best way to promote large-scale adoption? Make it a habit
- Posted Sep 20, 2017
The term "headless CMS" has emerged to describe a new way to manage content--and web managers cannot get enough of it. Instead of overwhelming their dev team with trivial requests, a headless CMS decouples code from content so that anyone can easily make edits--no training or development required. But how can it be that easy? The answer comes in the form of technology: The cloud and APIs.
- Posted Sep 13, 2017
When done right, brands can use customer data to build relationships with individuals and offer concierge-level experiences. The "State of the Connected Customer" report found that 57% of consumers are willing to give up personal information and data, but there has to be a return. Ultimately, consumers must feel that they're giving marketers their data, not that marketers are creepily stalking and taking their information behind the scenes.
- Posted Aug 30, 2017
It's no surprise that influencer marketing -- or, modern day word of mouth -- has come into its own as a primary method of marketing for merchants, brands, networks, and the entire performance marketing ecosystem. These influencers, celebrity or otherwise, have built up huge followings on Twitter, Facebook, Instagram, Pinterest, Snapchat and elsewhere and have become an important tool for merchants to leverage to move product.
- Posted Aug 28, 2017
What can publishers do to monetize more effectively? Implementing a paywall can help publishers connect with a loyal audience and increase ARPU, which is more important than ever, since most online traffic comes from anonymous social feeds where the audience is often unaware of your brand.
- Posted Aug 25, 2017
Are you seeing ROI for your content marketing? If not, getting that return could be easier than you think. You just need to be willing to put in a little extra effort before you even start.
- Posted Aug 18, 2017
While developing and distributing a digital marketing campaign in real time is empowering, marketing in the moment can also be fraught with mistakes. The push-pull of social engagement and brand governance is a tenuous dynamic, but it doesn't have to be all-consuming. Yes, one misstep or inadvertently insensitive tweet can send a brand into crisis management mode. However, there are ways to mitigate these potential scenarios by maintaining brand integrity, so you can sleep well at night.
- Posted Aug 11, 2017
The media industry is at a crossroads. With the added assistance of notable politicians and their supporters, "fake news" has been disruptive to the industry. Another factor that has hampered the media industry has been technological advances. The ways content is being displayed, stored, shared, and consumed are forcing publishers to figure out how to transform the ways they do business in an effective manner.
- Posted Aug 09, 2017
Much like Alexander the Great untangling the Gordian knot, setting free the bullock cart by thinking outside of the box, content marketing requires a different perspective in 21st century. All you have to do is master the essentials and express the essence of your brand through a good story. Internalize words in the form of a story that can emotionally connect your audience. Storytelling is not about selling your brand, although it is highly viewed as a strategy to achieve a sale. But it is really about building a strong relationship with your customers.
- Posted Jul 28, 2017
Until 2017, Snapchat Ads were available mostly to big budget brands. But, Snapchat has launched the brand new self-serve ad manager for the purpose of buying video Snap Ads. The self-serve ad manager seeks to make Snapchat more affordable for small businesses. However, because this platform has not always been accessible to smaller companies, Snapchat is still a mystery for many marketers. Here, we try to demystify Snapchat.
- Posted Jul 21, 2017
The notion that we can simply place keywords in our HTML to rise in Google's ranking is so 90s. While it is true that Google does not read the keywords within the HTML, putting the weight on specified keywords, like it used to do in years past for direct ranking purposes, they are still far from dead. The truth is that we do not control keywords, and we should not be targeting an individual keyword as an isolated search strategy. Rather, keywords should be used to guide us in topical relevance that provides a great customer experience.
- Posted Jul 19, 2017
Marketers are just now learning what many others have known for years: data visualization is the key to dramatic storytelling and resonating with your target audience. Media theorist John Berger said that data visualization is important because people "think in pictures." Leave aside the fact that people are visual learners and that the vast majority of human communication is nonverbal--visualization data takes ideas and presents them to people in a way that their brains are already naturally receptive to. The problem, however, is that numbers alone are kind of boring--even when they've been visualized.
- Posted Jul 19, 2017
While affiliate marketing's popularity is on the uptick, it's more important than ever to recognize that there are certain guidelines for publishers to follow to maintain their unique voice while promoting the products they love. To find success with affiliate links, they must blend seamlessly and naturally into your content. Here are six strategies to implement affiliate marketing links into your content while still maintaining your integrity as an author.
- Posted Jul 14, 2017
From the first time a customer or prospect engages with any external-facing facet of a business, that CX is being tested. And while many organizations are laser-focused on making a sale to drive revenue, delivering a positive experience must go far beyond the initial transaction. Read any marketing publication today and you will find information on how to address the customer's needs before an actual purchase is made, but few touch on one of the most important parts of the overall customer journey: the post-purchase customer experience.
- Posted Jul 12, 2017
Want to ensure you're generating profits from your marketing spend? Here are five online marketing integrations your business must start using.
- Posted Jun 26, 2017
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