How to breathe fresh life into evergreen content (and get fresh traffic, too)

How to breathe fresh life into evergreen content (and get fresh traffic, too)

NEW YORK — Creating content can do wonders for your brand, but not if it goes unseen. A staggering 90% of the content in existence today has been created within the last two years, yet 91% of content gets no traffic from Google, said John Shehata, vice president of audience development strategy for Conde Nast, at SMX East in New York. Investing in new content isn’t always the right choice for better content marketing. Sometimes, brands are better served by leveraging assets they already have or putting a fresh spin on an existing topic. Old content, new traffic “For the first 100 articles that we optimized, we saw a 210% […]

Twitter Publishes 2020 Marketing Calendar to Help with Strategic Planning

Twitter Publishes 2020 Marketing Calendar to Help with Strategic Planning

While the holiday spirit is no doubt slowly starting to kick in, many of you are also probably beginning to map out your 2020 marketing approach, and planning your next campaigns in line with the big events that are on the horizon. To help you get a head start on what’s coming, Twitter has this week published its 2020 major events calendar, covering all the key dates and events you need to be aware of, separated by type, along with helpful notes to focus your efforts. As explained by Twitter: “Twitter is a place for people and brands to connect with what’s happening – and while new conversations are constantly unfolding, […]

Twitter Launches New Privacy Center to Better Communicate Platform Rules and Processes

Twitter Launches New Privacy Center to Better Communicate Platform Rules and Processes

Data security has become a key issue in social media circles over the past two years, and as we head into another US Presidential election cycle, you can bet that debate around data privacy, and the use of personal information for targeting, will again be a topic of heated debate. In line with this, Twitter has announced the launch of its new Privacy Center, which Twitter says will: “…provide more clarity around what we’re doing to protect the information people share with us. It is the central place that host’s everything that’s part of our privacy and data protection work: related initiatives, announcements, new privacy products, and communication about security […]

Snapchat Publishes New Guide for Auto Marketers on the Platform

Snapchat Publishes New Guide for Auto Marketers on the Platform

With some 80% of Millennials planning to purchase a vehicle within the next five years, auto marketers need to be looking at ways to reach these younger consumers, and connect with them at the right time to maximize brand affinity. And Snapchat might actually be the best platform for this exact purpose. To help with this, Snapchat recently published a new ‘Auto Playbook’, which is full of stats and tips on how to utilize Snapchat’s various ad and outreach options to connect with potential auto shoppers through the app. There’s a heap to take in – first off, Snapchat outlines some key stats around its audience, and the potential reach […]

Facebook Adds Warning Labels to Posts in Singapore After Demands from Singaporean Government

Facebook Adds Warning Labels to Posts in Singapore After Demands from Singaporean Government

This is an interesting development amid the ongoing debate around political advertising on Facebook, and what should and should not be allowed in campaign ads. Late last week, the Singaporean Government instructed Facebook to publish a correction notice on any updates in relation to a story about the arrest of an alleged whistleblower in the region. Social media expert Matt Navarra shared an example of the post correction notice on Twitter: As you can see here, the post isn’t dismissed as ‘false information’, nor does it include a note that the information has been ‘disputed by fact-checkers’. Instead, the warning label reads: “Facebook is legally required to tell you that […]

Facebook Launches New Photo and Video Transfer Tool, A First Step in Data Portability

Facebook Launches New Photo and Video Transfer Tool, A First Step in Data Portability

Facebook has announced the launch of a new tool which will enable people to transfer their Facebook photos and videos over to Google Photos, in what Facebook says is the first step in its new data portability approach, which, eventually, will provide users with more control over all of their Facebook data. As explained by Facebook: “At Facebook, we believe that if you share data with one service, you should be able to move it to another. That’s the principle of data portability, which gives people control and choice while also encouraging innovation. Today, we’re releasing a tool that will enable Facebook users to transfer their Facebook photos and videos […]

20 Predictions for Social Media Marketing in 2020

20 Predictions for Social Media Marketing in 2020

It’s that time of the year once again, when all of the kids are writing down their Christmas lists, and all of the adults are jotting down their new year’s resolutions. And when all of the social media experts and ‘thought leaders’ start churning out their predictions and prognostications for what’s coming from Facebook, Twitter and Co. in the twelve months ahead. Yep, it’s prediction season, and with all the pundits and armchair experts coming out with their educated guesses on where things are headed, I thought that I should also put my crystal ball to work. Some of these will come true, some will never eventuate, but based on […]

Google Keyword Planner Makes it Easier to Share Plans With Others via @MattGSouthern

Google Keyword Planner Makes it Easier to Share Plans With Others via @MattGSouthern

Google is making it easier to share keyword plans plans with other people without leaving the Keyword Planner tool. As Google points out, sharing plans with others has always been a limitation of Keyword Planner. So the company is finally addressing this issue: “Keyword Planner is a helpful tool for when you want to search for new keywords, get historical metrics, and forecast future performance. However, it hasn’t always been easy to share your new keyword plans with everyone who needs to see them. That’s why you can now create, save, and share plans from directly within Keyword Planner.” Previously, users would have had to download keyword plans to their […]

How to Conduct the Perfect Marketing Experiment [+ Examples]

How to Conduct the Perfect Marketing Experiment [+ Examples]

After months of hard work, multiple coffee runs, and navigation of the latest industry changes, you’ve finally finished the next big marketing campaign. Complete with social media posts, PPC ads, and a sparkly new logo, it’s the campaign of a lifetime. But how do you know it will be effective? While there’s no sure way to know if your campaign will turn heads, there is a way to gauge whether those new aspects of your strategy will be effective. If you want to know if certain components of your campaign — like that sparkly new logo or the new employee takeover series — is worth the effort, consider conducting a […]

Google Changes How Local Search Results Are Generated via @MattGSouthern

Google Changes How Local Search Results Are Generated via @MattGSouthern

Google confirmed an update affecting local search results has now fully rolled out, a process which began in early November. In early November, we began making use of neural matching as part of the process of generating local search results. Neural matching allows us to better understand how words are related to concepts, as explained more here: https://t.co/ShQm7g9CvN — Google SearchLiaison (@searchliaison) December 2, 2019 In what’s been called the November 2019 Local Search Update, Google is now applying neural matching to local search results. To explain neural matching, Google points to a tweet published earlier this year that describes it as a super-synonym system. That means neural matching allows […]