Soapbox: Brand authority is the most underrated marketing goal

Soapbox: Brand authority is the most underrated marketing goal

Everyone understands the value of increased organic traffic or a higher rate of conversions. That’s because these metrics are closest to the money. But some top-of-the-funnel rewards for creating high-quality content can contribute a significant amount to your growth, and they center around your brand’s perception. Brand awareness is often recognized, but that’s the first step. Brand authority comes next and deserves more credit. And I’m not just talking about in the context of E-A-T (Expertise-Authority-Trust) and YMYL (Your Money Your Life) pages. I’m talking about building your overall brand authority, which of course still involves creating authoritative content written by authoritative people. But having this zoomed-out brand perspective allows […]

How to Actually Generate Leads on TikTok [Infographic]

How to Actually Generate Leads on TikTok [Infographic]

As a marketer, you’ve likely heard the buzz around popular social platform TikTok, which now has 500 million monthly active users and is the third-most downloaded app globally. The video-based social app has incredible potential for marketers, particularly since it’s so popular with the Gen-Z and millennial demographic. But, despite its potential, many marketers are unsure how to approach marketing on the app. Some brands are already making headway on TikTok, of course — for instance, Chipotle has over 55K fans on TikTok, while the NBA has an impressive 5.1 million. But, despite a few early adopters, most marketers still haven’t figured out how to monetize TikTok … or whether […]

How the Workplace Could Change for Marketers in 2020 [and Beyond]

How the Workplace Could Change for Marketers in 2020 [and Beyond]

Remember the TV show Mad Men? For many in my generation, it opened our eyes to what working in advertising was like in the 1960s. When the show began, ad executive Don Draper‘s creative team was made up of only men, there were nearly no HR policies to protect employees in the workplace, women with creative aspirations were stuck behind secretary desks, and everyone smoked in the office. Clearly — and luckily — workplaces have drastically changed. Today, I work with a diverse team to develop creative content for the HubSpot Blog. While I mostly work in-office, I occasionally write blogs from home. And, I’m not the only one. Roughly […]

How to Use Cookie Retargeting in WordPress to Show Custom On-Site Messages

How to Use Cookie Retargeting in WordPress to Show Custom On-Site Messages

Do you want to use cookie retargeting in WordPress? Cookie retargeting is the secret tool already used by many of the most popular websites. It allows you to show custom on-site messages to your users based on their past behavior which helps you boost sales. In this article, we’ll show you how to use cookie retargeting in WordPress to show custom on-site messages and boos conversions. What is Cookie Retargeting? Cookie retargeting is a marketing technique where websites use cookies to track user behavior and offer a personalized experience. There are two types of cookie retargeting techniques. First, there is the off-site cookie retargeting. This method is used to track […]

How Elizabeth Warren Uses Facebook Ads & Google Search Ads with Post-Click Experiences to Try & Win the 2020 Election (3 Examples)

How Elizabeth Warren Uses Facebook Ads & Google Search Ads with Post-Click Experiences to Try & Win the 2020 Election (3 Examples)

The race for the White House is in full swing as candidates from both sides are doing their best to make great impressions with voters, gain trust, increase donations, and earn votes. For each candidate’s digital advertising teams, this means they are segmenting ads with dedicated post-click experiences. When the ad and post-click page tell the same narrative, candidates have a better chance of convincing prospects to convert on an offer. We’ve examined how Michael Bloomberg and Pete Buttigieg segment their post-click experiences, now let’s do the same with Elizabeth Warren. Example 1: Facebook donation ad To collect campaign donations, Elizabeth Warren uses the following Facebook ad: The ad discloses […]

Google tightens FAQ markup guidelines, disallows repetition of questions and answers

Google tightens FAQ markup guidelines, disallows repetition of questions and answers

Google has updated its content guidelines for the FAQ schema that says you can no longer markup the same question and answer with FAQ schema if that question and answer is in multiple pages on your site. Google said just mark it up on one of those FAQ pages, but not more than one. The new guidelines. The updated guidelines added this line “If you have FAQ content that is repetitive on your site (meaning, the same question and answer appear on multiple pages on your site), mark up only one instance of that FAQ for your entire site.” Hat tip to @suzukik for spotting this. FAQ schema. FAQ schema […]

Video: Aleyda Solis on remote SEO work, international SEO and YouTube optimization

Video: Aleyda Solis on remote SEO work, international SEO and YouTube optimization

While at SMX East, I had the privilege with sitting down Aleyda Solis, the EU Search Personality of the Year, SMX speaker, SEO superstar who deeply cares about the search industry. We spoke about a lot of things but focused mostly on how she juggles traveling so much and having a thriving SEO consulting business. We also talked about a topic she spoke about at SMX West just weeks ago around how to optimize your YouTube channel to increase subscribers and video views. hat presentation was so detailed and enlightening, I learned a lot from her in the video and her presentation. We also spoke about international SEO, a topic […]

Amazon search ads: How to advertise on Amazon — profitably

Amazon search ads: How to advertise on Amazon — profitably

The early days — just a few years ago — of cheap clicks, little competition and a buggy interface with little reporting are gone. Amazon advertising formats and inventory have evolved dramatically, and marketers and Amazon sellers are flocking to the platform. More competition means advertisers need to be savvier to ensure they’re ad campaigns are profitable. Calculating your COGS (cost of goods sold) and all seller fees is key to running profitable search ad campaigns on Amazon, says Kaitlin McGrew, senior SEM manager at Houston-based PMG Digital Agency. Kaitlin McGrew speaking on profitable Amazon advertising strategies at SMX West 2020. In addition to the monthly Amazon seller subscription fee […]

Activist Investor Group Buys Up Twitter Stock, Seeks to Oust CEO Jack Dorsey

Activist Investor Group Buys Up Twitter Stock, Seeks to Oust CEO Jack Dorsey

Could Twitter be set for a shake-up? This week, Bloomberg has reported that investment management firm Elliott Management Corp. has purchased a significant stake in Twitter, and now plans to use its holding to push for changes at the company, including, most notably, the replacement of Twitter CEO Jack Dorsey, who’s also a co-founder of the platform. As summarized by Vox: “Elliott has acquired about $1 billion worth of Twitter shares, which means it has a sizable stake in Twitter, but nothing close to control of the company. Now, the firm wants to use that stake to replace four Twitter board members with its own nominees, who would then presumably pressure […]