Industry Insights

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
Reaching your audience by intersecting with their digital behaviors is getting easier through targeted advertising and media. Getting your brand to the forefront of your buyers' minds, helping them become more aware of your brand and hopefully entering them into the well-known buyer's journey is substantially harder. It takes content that resonates with their needs and interests, and is served to them at optimal times to fuel that process. However, the question that continues to be asked is should you "hide" some of that content from your audience?
- Posted Jun 14, 2017
To be sure, the real-time captions that appeared on the Facebook Live feed were frequently incomprehensible, which couldn't be anything but awkward when more than 75 thousand viewers were watching Zuckerberg's speech, on Zuckerberg's platform, in real time. You can bet there were executives at Facebook's headquarters whose faces were turning that particular shade of red known as Harvard crimson.
- Posted Jun 09, 2017
If you want your app to succeed, you need to keep one ear to the ground at all times, listening for new trends, needs, and expectations among your users. Mobile analytics are the best way to keep tabs on your audience, which is why it is fundamental to keep your tools sharp.
- Posted Jun 07, 2017
When we consider the type of content that's being created and consumed in today's marketplace, who's really calling the shots? Is it the content creators, the agencies, or the brands? Or is it the silent partner--the audience?
- Posted May 31, 2017
With over 80% of internet users now owning a smartphone, more and more searches are being conducted via mobile devices. In fact, according to a study commissioned by Google, 42% of B2B researchers now use mobile for the purchase process. Suffice it to say, if you have a poor search marketing strategy for mobile then you might as well shut down shop and ferry your prospects to your competitors' doors.
- Posted May 24, 2017
When a company is looking to expand globally, the challenges of localizing content are magnified. Many organizations underestimate the difficulty and the importance of localizing campaigns for new markets. To avoid this, marketers should ensure that each step of the localization process is picked through with a fine-tooth comb so that nothing is missed.
- Posted May 10, 2017
There are many content marketing tools that rely on data or science-backed logic to help you enhance customer retention. This is a list of five such tools that function across different channels and what you can use them to create.  
- Posted Apr 28, 2017
As any pedestrian trying to navigate a big city sidewalk can attest, text messaging apps can be dangerously engaging. Chatbots are automated messaging apps designed to keep users engaged. They're about to have a big impact on marketing content (including video), and account-based marketing, in particular.
- Posted Apr 21, 2017
Over the last decade, we've seen traditional Enterprise Content Management (ECM) solutions evolve from simple document management and content storage repositories to more complex business process management and content collection systems - frequently via acquired technologies. This "Jack of all trades" approach, however, leads to a common problem: they do everything okay, but nothing extraordinary.
- Posted Apr 19, 2017
Many marketers view a "drive to web" campaign as simply moving an audience to a landing page in order to garner sales, signups, or other actions. The campaign launches, the desired actions are tabulated, and the marketing team moves on to the next campaign. This approach is outdated and doesn't leverage the latest technology, tools, and marketing software that can help build more personalized and dynamic campaigns. There's vast room for improvement in drive-to-web campaigns through analytics and optimization.
- Posted Apr 12, 2017
Programmatic advertising has emerged as one of the most efficient ways for marketers to reach audiences anywhere they are on the web in real-time. Research firm eMarketer estimated that in 2016, 73% of all digital display ad dollars in the U.S. were transacted this way. If you want to market your business or service, programmatic advertising should be in the consideration set of tactics.
- Posted Apr 05, 2017
Research conducted by the Content Marketing Institute and Marketing Profs shows that 85% of manufacturing marketers are now participating in content marketing. At a basic level, best-in-class content marketers know that the most efficient way to get an audience hooked on content is current, relevant, and compelling material. Keeping your content fresh is critical to a successful marketing strategy.
- Posted Mar 31, 2017
With passionate basketball fans gearing up for an exciting tournament season, it's an ideal time for brands to capitalize on these events to reach massive audiences through strategic campaigns. With that in mind, here are three key tips to help marketers win big and engage fans this season.
- Posted Mar 24, 2017
Gmail started categorizing all incoming emails and sorting them to separate tabs with in the inbox. Nearly four years later, email marketing is alive and thriving despite prophecies that Gmail's tabbed inbox would make email marketing irrelevant.
- Posted Mar 17, 2017
In today's evolving digital era, marketers' quest toward stellar, customer experience-driven content is never ending. As much as organizations would love to discover the secret to global content marketing before their competitors do, this is easier said than done.
- Posted Mar 15, 2017
In an age where consumers are exposed to more brand messaging and sales tactics than they know what to do with, creating top-notch content is the key to showing the world exactly what makes your brand stand above the rest in conveying your unique selling proposition.
- Posted Mar 08, 2017
Thanks to its unique ability to tell stories, content is every brand's weapon in the battle to deliver differentiated customer experiences that capture and convert. As brands start to recognize the value of content-driven ecommerce experiences, there's never been a greater need for web content management systems and ecommerce solutions to move closer together into a seamless workflow.
- Posted Mar 01, 2017
For most businesses, organic search traffic is one of the most important sources for sales leads. However, competition is fierce for high-value search terms and it can seem like an almost impossible task to complete with competitors already well-established within your market. Fear not as with a well-structured content strategy there is usually lots of room to target niche search terms that pull potential customers towards your content that can produce almost immediate results.
- Posted Feb 22, 2017
Putting your budget on the line for a new platform can be nerve-wracking, but it doesn't have to be. Whether you're searching for the perfect email automation platform, social media management tool or cloud-based content calendar, the guiding principles leading up to the decision are the same. Here are seven ways to navigate the options like a pro while keeping your sanity in check:
- Posted Feb 15, 2017
What do you know about the content currently living on your website? Do freelancers create it or is it produced in-house? Who handles its management? Who edits and proofreads the content? A content audit is the answer to all these questions.
- Posted Feb 08, 2017
In a survey conducted by top B2B marketing authority Pardot, 59% consumers said that the authenticity of a brand's content influences them to follow the brand. Marketers across industries are focused on creating more authentic brand messaging to connect with their target markets. Micro-influencers have an important role to play in the process.
- Posted Feb 03, 2017
There's a fine balance you'll have to find, when you're trying to create content that readers will love, and that will appease the search engines. While it may be tempting to stuff as many keywords as possible into your content to up your rankings in search engine results, if your content isn't of any value to the reader, you'll find that whatever clicks you receive won't be worth much. Here are six vital steps to take when creating well-balanced online content.
- Posted Jan 20, 2017
This year marks the 10-year anniversary of Google Trends, which provides up-to-the-minute data on popular search terms. Given the trillions of searches performed through Google every year, Google Trends provides unique insight into what is on people's minds. No wonder many brands have started using it for their content marketing. Used correctly, Google Trends can help you generate content ideas, strengthen your keyword research, and much more. However, it is important to note the tool has its limitations. Here's everything you need to know about Google Trends, as well as the dos and don'ts of using it in your content marketing.
- Posted Jan 13, 2017
Push notifications can be a great help in your everyday marketing, but there is one important limit. Your contact will receive it only if he agrees to it. That's why your push notifications must be well-designed, strategized, and, most importantly, personalized.
- Posted Jan 11, 2017
Adults in the U.S. spend an average of 5.5 hours watching digital video content every day. With so much video content viewed on a daily basis, brands need to start thinking differently about their marketing approach. Here are five key considerations for financial marketers looking to harness the power of video and stand out from the crowd.
- Posted Jan 09, 2017
To unlock the full value of all enterprise digital assets, companies need a new approach to traditional Enterprise Content Management (ECM) - one that manages digital content, in all its forms, to meet today's requirements for massive scale and sophisticated digital asset management. New digital asset strategies require hyperscale management of digital assets to drive revenue across the entire business, embedding content into organizational processes with high performance, efficiency and security.
- Posted Jan 04, 2017
For marketers, 2016 was a year of innovation and change. But some of the most prominent challenges and trends were familiar, while new ones kept emerging. Here's a look at five of the most critical from the past year.
- Posted Jan 02, 2017
It's high time for brands to think about video content strategy, to create compelling content for their audience and efficiency for their business. Easier said than done. Over 300 hours of video is uploaded to YouTube every minute. Globally, more than half of YouTube views come from mobile devices. Brands need a video content strategy, and here are five actionable steps to creating one.
- Posted Dec 21, 2016
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
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