3 Mouth-Watering Content Marketing Case Studies That Bring Home the Bacon

If you’ve ever been pregnant, lived with a woman who’s pregnant or even just been around a pregnant woman, you can guess it is not smart to lie to a woman who’s pregnant about food.

Well that’s how I felt today. 6 months along and in arrives a marketing email with the subject line: “[Infographic] Good Marketing starts with good snacks.” Yes, I understand, I’m not literally going to get any food out of this, but I expect to see some mouth-watering graphics upon opening the email. Nope.

Instead I found food references in the copy like “Are you giving your prospects nourishing snacks or asking them to bite off more than they can chew?” and “Make your content highly snackable”. Still, this email teased me enough to click on the CTA to the infographic: Surely within it food will reside!

The infographic was 100% unrelated to food. This is what I call an unfulfilled promise.

As content creators, it’s our job to catch our audience’s attention. Check, done. But it is also our jobs to pay off what we’ve promised the audience within our content.

So, today, my promise – like my headline, title tag and meta description state – is to fill your senses with mouth-watering case studies of money-making campaigns. In following best practices, like delivering on a promise, this content has been able to drive outstanding results, bringing home the bacon for brands. Oh, and I might include some tasty food pics. I mean, “mouth-watering” and “bacon” are in my headline.

Paid-First Digital Marketing Strategy Drove Impressive ROI in Month One

The Strategy:

A new client came to TopRank Marketing recently craving customers – FAST. Sound familiar? But seriously, this B2B startup needed to see ROI as the first course – not dessert – in order to be able to keep investing. In addition, they were looking for support in SEO, developing landing pages in the short-term and gathering the insights needed to create a long-term organic content strategy.

We used AdWords to drive leads quickly and to test keyword viability for the landing page content and to help inform the upcoming organic content plan.

The Results:

Just four weeks after launch, we had driven 18 leads with an average CPL of $192. For this client, a single lead has the average value of $5,000-$20,000 (and sometimes up to $100,000) in revenue. In talking with the client, we were able to uncover that within one month we had driven roughly $10,000-$75,000 in ROI. 

Takeaway for Marketers:

Don’t get discouraged by tight timelines. Hyper focus on your core marketing objectives and pivot to tactics that you know can fulfill them – even if it seems out of order. Just be sure to set expectations with your leadership team as to why you’re making a shift, what your hypothesis is and what results you anticipate.

Focus on core marketing objectives and pivot tactics that you know can fulfill them. Click To Tweet

Interactive, Multi-Channel Campaign Resulted in 4% Lift in Market Share, 12M Media Impressions

The Strategy:

By now you’ve heard about and likely drank at least one can of Coca Cola that held the “Share a Coke” campaign branding. Did you know the campaign started in Australia? The challenge was Coke had lost its relevance among Australians leaving sales in a not so happy place.

Coca Cola added the 150 most popular names to their cans and bottles, changing their biggest piece of advertising real estate. Supporting tactics from traditional to digital platforms rolled out from there: #ShareACoke hashtag, apps, an interactive website, outdoor billboards, interactive kiosks in top city centers and more.

Customers fueled digital content for the #ShareACoke campaign.

The Results:

From the initial campaign, in Australia alone, Coke earned 12 million media impressions, a 7% increase in young adult consumption and a 4% increase in sales across the category. With this success, Coca Cola has pushed it out to nearly 60 markets since their 2011 launch and have continued to add additional tactics. One of the more recent additions aimed to turn the enthusiasm for the campaign into even more revenue and earned advertising. To achieve this, Coke has begun selling personalized bottles and gear.

Takeaway for Marketers:

B2B or B2C – A truly impactful campaign integrates with the entire customer experience. Just because your packaging department is in a different building or state from your digital advertising or SEO departments doesn’t mean you can’t or shouldn’t work together. Put your heads together across disciplines to unlock potential you never saw before.

A truly impactful marketing campaign integrates with the entire customer experience. Click To Tweet

Consistent Publishing and Strategic Partnerships Drove 15.5% Increase in Revenue

The Strategy:

When this B2B and B2C eCommerce company came to TopRank Marketing wanting to drive sales, we knew a breadth of integrated tactics would be the way to reach their lofty revenue goals. And, we saw a huge opportunity to leverage co-created content with influencers and other brands as a way to drive stronger brand awareness. To reach their objectives, we deployed a strong marketing mix of weekly blogs, co-created influencer content, SEO, organic social, paid social and AdWords.

The Results:

In just under one year, we were able to drive a 14.4% increase in organic traffic, and 7.7% overall. The even more appetizing part of the story is these traffic spikes resulted in a 23.7% increase in organic revenue year over year; 15.5% increase in overall website revenue year over year!

Takeaway for Marketers:

A consistent cadence of relevant, SEO-driven blog content set the foundation for success for this client. And, what really made the difference was our strategic partnerships with influencers and other brands. The co-created content bolstered brand awareness in a way this brand had never before seen.

Use SEO & content to set the foundation and form strategic partnerships with influencers. Click To Tweet

Are You Bringing Home the Bacon?

Hopefully, you just read all of that and thought, “I know. I already do all of that. I eat unlimited bacon!” If that’s you – fantastic! Are you looking for a job? We’re always open to strengthening our team!

But all joking aside, a wise marketer knows there is always more to learn. Keep up on the latest digital marketing trends and tactics by following our blog, or if you’re interested in learning what TopRank Marketing can do to help your business bring home the bacon, please, reach out today.

CBM101717

Here are the notes from the Chris Brogan Media broadcast for 10/17/17. (You can watch this on my Facebook account).

This live video was all shot using Ecamm Live (client), the best way to do Facebook Live for Mac.

Please note that all links may be affiliate links. If someone is a client, I’ll call that out specifically.

Stories Shared

It’s always interesting to see new payment methods get more legs. Venmo is now an option in millions of retailers.

But if you just want to shop wherever you’re standing, Target and Google have cobbled together their best Alexa killer (no one’s calling it that).

Think about how Amazon tackles their challenges, though. They ask how can we earn more customers and answer it in interesting ways?

A new payment network from JP Morgan will use Blockchain.

And Microsoft has upgraded the Azure blockchain technology to be more government friendly.

This is a little recursive, but I just posted a story about blockchain resources you might enjoy.

Have you heard about this app that Facebook acquired? TBH, I hadn’t.

In signs that the new normal is here, freelancers are sick of being called gig workers.

Also related to new normals, Wikipedia is in a weird bind that points to something bigger. We seek entertainment far more often than knowledge. Whoa.

Not surprisingly, this points to Netflix crushing other newcomers and growing immensely.

But will a product-laden Walmart show for Millennials be in the running? Mayhaps not.

Hey, if this has been interesting, consider picking up my weekly newsletter. It’s all unique ideas by me about how to improve buyer interactions and grow your business. Give it a peek

What ELSE is News?

You want to get featured on the Chris Brogan Media show? Drop me an email: chris@chrisbrogan.com and let me know what’s news!

Please Get My Newsletter

My newsletter is the best work I do every week. You can get yours here.

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You Need to Start Learning The Basics of Blockchain

In the early 90s, you started hearing about the Internet but brushed it off. Blockchain is that same experience coming to you again. Only this time, you can get ahead and learn a bit more before you feel like you’re ten or more years behind everyone else.

I went looking for ways that people are describing and explaining even the basics of Blockchain technology and I put it together here for you. I know that everyone learns differently and that sometimes, we need to see something many times before it sinks in.

Here’s my effort to help you find more information on the basics of blockchain technology so you can start looking for ways it might change your world. There are opportunities here just like the Internet brought us many opportunities. Ignore this at your peril.

The Basics of Blockchain

Blockchain Explained

Here’s investor and venture perspectives on blockchain.

IBM’s explanation (they’re a big player here already).

This is a fun guide that has a bunch of ways of explaining it.

Here’s a Udemy course that might help. Plus, it’s very inexpensive.

Listed near the bottom of this post are some real world applications of blockchain.

This one is a bit of a deeper dive told through massive slideshare decks.

For those of you who prefer books, get this one by Donald Tapscott.

Prefer a video?

Want it fast? Blockchain in 2 minutes (pretty good, actually.)

Blockchain for Dummies

Blockchain as it applies to Bitcoin

A whiteboard talk can be helpful.

A really nerdy but very visual demonstration of some of blockchain’s details. (Worth it, but you’re getting a computer guy’s take and that might spook some people.)

A conference presentation on Blockchain.

There are Plenty More But Start Here

I’m just saying “hey you, it’s time to get smarter and smarter about blockchain because it’s coming around in more and more ways and you might want to think about your place in all this.”

The goal is finding the gaps where you can use technology to drive better human interaction.

I’ll Help You Get Smarter

My weekly newsletter features ideas and thoughts and actionable concepts you can use for your own business. It’s fun and VERY different from what you normally get. Check it out here:

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How to Choose Dynamic Images for Your Blog Posts

I’m a content writer, not a graphic designer. My job is to make the words dance, to convey useful information in an entertaining way.

As such, for a long time visuals were just an afterthought for me. Yeah, a blog needs a header image. So after I’m done writing I’ll slap something on there, check that box, and send it off to the client.

As content continues to proliferate, though, that laissez-faire approach isn’t enough. Your potential audience has far more content available to them than they’ll ever be able to read. That means they’re actively looking for reasons not to read your content. A weak—or worse, missing—visual is a perfect excuse to move to the next thing.

The right visual does more than take up space. It captures attention, creates a little mystery, invites the reader to dig into your carefully-crafted text. Good visuals are doubly important for amplification, too: Your Twitter, Facebook, and LinkedIn shares will all include an image. The visual alone can stop the endless, half-engaged scrolling people do on social media, buying you crucial seconds to compel a click or a tap.

I challenge any and all content creators to up their image game. Let’s stop with the schlocky stock photos and give people something that’s worth their attention.

Here’s how I find scroll-stopping visuals for my blog posts.

Ditch the Schlock Stock

It’s trendy to bash Shutterstock for schlocky stock photos, but that’s like blaming Netflix for your binge-a-thon of Fuller House. There’s plenty of great content available. It’s up to you to find and choose it over the cliché stuff.

Whether you’re using Shutterstock or any other paid photo site, start by avoiding these cliché photo types:

I could go on, but you get the idea. These are the hoary clichés that give stock photos a bad name. They’re not unique; they’re not authentic; they’re not visually stunning.

To avoid the stock photo blues, I tend to start my search on royalty-free sites like Pixabay, Pexels, and even Creative Commons-licensed photos on Flickr. But even if the boss demands you use an approved paid site, there’s good stuff to be found.  Here are a few ways to kick your visuals up a notch.

Make It Weird

For my blog post on mobile advertising strategy, there were plenty of obvious ways to go. Someone looking at a phone in a coffee shop, at an airport, at a concert… people look at their phones everywhere, so there are no shortage of safe options.

So of course I went with this one:

Visual Content Marketing Dog with Sunglasses and Cell Phone

Why is the dog wearing sunglasses? What type of phone has a pawprint for the unlock button? Why didn’t he use the front-facing camera for his selfie? Any one of those questions is enough to give the reader paws. Er, pause.

Make It Beautiful

Instagram is a social media network that’s almost entirely visual. It was designed for image sharing, boy howdy, do its members share. There have been over 40 billion photos posted on Instagram since it launched 7 years ago.

So it makes sense to take a few design cues from Instagram when you choose your photos. Find something beautiful, striking, and with an evocative filter. Like this image I used for my comedy in content post:

Visual Content Marketing Clown in Forest with Instagram-Style Filter 

Find a Metaphor

Get a little creative with your content, and you can get more creative with your visuals. Introduce a metaphor in your opening paragraph that will unite your content and give you more options for a header image.

For a recent content marketing tips post, I could have stuck with a generic “businessperson” or “office” header image. Instead, I added a personal note about Lego in the beginning, and found a dynamite visual that helped introduce the metaphor:

Visual Content Marketing - Colorful Assortment of Lego Bricks

Take Your Own Photos

The best way to ensure your header is original, authentic, and eye-catching is to take the photo yourself. Last year, Jason Miller held a photoshoot with his LinkedIn Marketing Solutions crew. They captured a ton of wonderful moments that the team used as header images for months:

LinkedIn Marketing Solutions Team around Laptop

I love that even though this image is a parody of a stock photo, it’s undeniably original. You can see the cool art in the office. The people are actually the folks who create content for LinkedIn. The laptop is a well-loved machine with a LinkedIn sticker on it, not a pristine stainless-steel model. Unlike a stock photo, this picture actually tells you about the people behind the brand.

Even a cell-phone quality image can get the job done. When our team covers marketing events, we always take a candid photo of the presenter as the header image. My colleague Caitlin took it a step further for her Ann Handley roundup, with this adorable selfie:

Visual Content Marketing Selfie with Ann Handley

It’s genuine, it’s unexpected, and it’s a photo the reader is guaranteed to be seeing for the first time.

As with Written Content, It’s about Personality

It used to be that all B2B marketing content had to be “professional,” interpreted as “impersonal, flat, and unemotive.” Old-school stock photos are a perfect match for that kind of content. Here’s a guy in a suit standing with his arms folded. Here’s our white paper written like a software end-user license agreement.

Now we know better. Readers want content that has warmth and personality. They want to feel that another human being is communicating with them.

Visuals need to evolve in the same way. If you’re writing great content and still using stiff, stock images, you’re doing your content a disservice. Make sure your visuals are every bit as distinctive and authentic as your writing is, and you can earn your reader’s attention.

Do you love to create great content? Do you excel at eye-stopping imagery? TopRank Marketing needs you on our team.

Disclosure: LinkedIn Marketing Solutions is a TopRank Marketing client.

CBM101617

Here are the notes from the Chris Brogan Media broadcast for 10/16/17. (You can watch this on my Facebook account).

This live video was all shot using Ecamm Live (client), the best way to do Facebook Live for Mac.

Please note that all links may be affiliate links. If someone is a client, I’ll call that out specifically.

Stories Shared

Websites are getting too boring and static. What’s going to fix that? Chatbots! (Worth reading.)

Healthy food from a vending machine? Well. Yes.

Speaking of which, WSJ reports a huge push to find meatless protein.

Can Buzzfeed make ads more interesting?

Face it – Facebook and Google and the Big Guys are now media companies.

Delta is the first to do away with some of the more annoying parts of boarding.

Adobe is pointing out what you already know.

Congrats to Dubai and the UAE for launching a new cryptocurrency.

Turns out that Ford’s worried you’ll love their new cars so much that you might not buy their old cars.

Amazon has just announced the 100 hot toys of the holiday season 2017.

Hey, if this has been interesting, consider picking up my weekly newsletter. It’s all unique ideas by me about how to improve buyer interactions and grow your business. Give it a peek

What ELSE is News?

You want to get featured on the Chris Brogan Media show? Drop me an email: chris@chrisbrogan.com and let me know what’s news!

Please Get My Newsletter

My newsletter is the best work I do every week. You can get yours here.

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How to Make the Switch to Content-Driven SEO #MNBlogCon

TopRank Marketing’s Joshua Nite made his debut on the speaker circuit this past weekend at the 8th annual Minnesota Blogger Conference held at Concordia University in St. Paul.

Charming the crowd with his unique brand of wit, creativity, mad content marketing expertise, and numerous “cats with hats” references, Josh delivered a The Good Place-themed presentation titled: “The Good News About Creative Content: From SEO-Driven Content to Content-Driven SEO.”

As someone who spent 12 years as a creative comedy writer for a video game called The Kingdom of Loathing, Josh said he was terrified by the concept of SEO-driven content when he made his transition into content marketing.

“The worst content to write, and the worst content for people to read, was the stuff that [search engine] robots liked to read to most,” Josh said.

But thankfully, search engines are getting smarter, using AI and machine learning to increasingly improve how they deliver the best results. As a result, content creators need to flip the script on how they craft content if they want to resonate with readers and robots. From Josh’s point of view, that means transitioning from SEO-driven content to content-driven SEO.

How? Below is Josh’s five-step framework.

#1 – Topic research.

Get started by digging deep into your target audience. Why? Because in order to craft content that resonates, you have to understand what they care about. Ask yourself the following questions:

  • Who are they? (i.e. demographics, hobbies, interests, etc.)
  • What do they desperately need to know? (And what keywords and keywords groups are associated?)
  • Where do they hang out online? (i.e. social media)
  • Why should they care about your content? (What value can you add?)
  • How do they search for inspiration? (i.e. Google, Bing, Q&A forums, etc.)

From there, you need to identify your sweet spot. Your sweet spot is the intersection of: 1) Your brand’s expertise. 2) Your audience’s needs. 3) Your unique insights.

Finally, leverage free and paid tools such as Google auto-complete, Google Keyword Planner, Quora, Answer The Public, and BuzzSumo to understand specific keyword topics that resonate most with your audience.

To craft #content that resonates, you have to know what your audience cares about. Click To Tweet

#2 – Competitor research.

Simply put, in order to beat out your competition, you need to know what they’re up to. Kick off your competitive research by simply “going incognito,” Josh said.

An incognito search prevents your browser history or cache from impacting the results, giving you a more accurate picture of the search results surrounding your priority keyword topics.

After popping in your keywords, scan the results for content gaps—gaps in quality, relevant, or helpful content. As you do this, look for opportunities to expand your keywords into long-tail variations, so you can get more specific and really let your niche expertise shine.

#3 – Content creation.

Now the fun part comes. Using your topical and competitive research, outline your concepts and document your content mission (i.e. increase ranking for “X” keyword by 10 positions in one month). Then get to work on crafting your piece.

#4 – A smattering of HTML.

As you craft your content, you need to be thinking about how you’ll organize that content on-page, as well as send “click me” signals to searchers. This involves working in some of the technical on-page SEO elements. The top three that need consideration include:

  • Title tags: This is the title searchers will see in the SERPs. Keep it to 600 pixels long so it doesn’t get truncated. In addition, aim to have the primary keyword near the beginning, as long as it makes sense.
  • Header tags: Use H1 and H2 tags to organize your content to make it easy to scan for readers and robots.
  • Meta description: From Josh’s perspective, this is the most overlooked, yet crucial part of SEO infrastructure. “This is your one shot to hook users,” he said. Keep it to 160 characters or less, include your target keyword if it makes sense, and state the clear benefit.

#5 – Optimization.

You’ve spent a lot of time getting that piece of content out the door. But fight the urge to move on and never touch it again. As Josh so eloquently said, “The real work begins after you publish.”

So, keep an eye on your analytics. Is your content getting a good amount of impressions but not a ton of clicks? Consider refining the meta description a bit. Are you getting impressions and clicks, but the bounce rate is high? Your readers may feel like they’re not getting what they were promised or there’s no clear call to action to keep them on your site. So refine the meta description and craft a more compelling CTA.

Again, you poured a lot of effort into getting this content published—so don’t let that effort be wasted. Always be on the lookout for opportunities to tweak the content and the SEO elements to improve its resonance.

The real work begins after your publish. – @NiteWrites #contentmarketing Click To Tweet

Don’t Settle

Josh summed it all up perfectly in the final moments of his presentation:

“There’s never been a better opportunity to write great content that people actually want to read and that will get seen in search results,” Josh said. “So, go forth and be awesome. And please, please—don’t settle for writing crappy content.”

Please, please—don’t settle for writing crappy content. – @NiteWrites #contentmarketing Click To Tweet

What does your creative content creation process look like? Tell us in the comments section below.

Google Is Leaving You Clues to Help You Rank Higher – Know Where to Look

Image via Shutterstock.

Google is leaving you clues about how to become a better marketer — and you might not even be seeing them. 👀

The job of every marketer today, whether they work in PPC, SEO, CRO, or content, is to solve people’s problems. Google is taking note of companies that are doing it well, and companies that are leaving people disappointed.

Search engine optimization is changing

With the help of AI, machine learning and years of data, search engines are getting better at predicting what people want.

At the recent Call to Action Conference, Seer Interactive founder Wil Reynolds explained that as search engines become more concerned with solving people’s problems, the old SEO toolset is going to be thrown for a curve:

My bet is on people signals in the algorithm becoming how we’re going to see ourselves ranking better and better. Google’s algorithm is going in a direction of better understanding what people want.

In other words, the search race is no longer simply about keywords — it’s about being a trusted brand committed to solving people’s problems.

Find clues to solve prospects’ problems

The good news is there are a few places you can start looking to see what your customers want, so you can then deliver.

Here are two places Wil suggests any marketer can look to better solve their customers’ problems and start seeing better results.

Pssst. Go here to watch the full recording of Wil’s talk at the 2017 Call to Action Conference: Breaking the Silo Between CRO and SEO to Make BIG Wins.

Clue #1: Comparison search queries

When your future customers are in the evaluation stage of their journey, they’re likely comparing you with your competitors. They’re typing in things like “best,” “compare” and “reviews.”

These keywords indicate that they’re not necessarily sold on you yet — they’re looking for a comparison. Knowing this, how can you discover exactly what they want so you can serve it up for them?

Examine the top organic results

Looking at the top organic results will give you better insight into what people actually want to see.

In the example Wil provided of a search query for “best CRM software,” all of the top paid results are companies, while the top organic results are comparisons:

Results 1-4 are ads. The two below are organic results. Image via Wil’s CTAConf talk.

The discrepancy in the type of organic content that is being shown versus the type of content in the ads tells us the paid content isn’t directly solving the problem people are searching for.

This gives smart marketers a hint that when people use search terms like “best,” they aren’t ready to be sold to. Instead, they’re looking for content that directly compares vendors or brands and allows them to come to their own conclusion about what “best” really is.

Or as Wil put it:

When you want to rank on Google for something organically, they make you solve that person’s problem… but if you are willing to give them money, they’ll just let you show up for it all day long.

Now that you know what your customers are actually looking for, what’s next?

Create content that replicates those top organic results

The image below shows what one of the top organic results looked like for “best CRM software”:

HubSpot took inspiration from this PCMag article and recreated their own table comparing their solution with a few of their competitors:

By creating this comparison chart, they’re giving their potential customers the kind of content they’re looking for at this point in their buyer journey.

Notice that HubSpot actually ranked themselves second in the chart. What kind of marketer would say they’re second best? Bold!

We typically see marketers shouting, “We’re #1!” from the rooftops so consumers constantly feel like they’re be sold to. In this case, as Wil points out, HubSpot is taking a risk by not claiming to be #1. But they’re putting the needs of the customer first, which consumers are sure to love — and Google, too.

Clue #2: “People Also Ask” box

Google’s “People Also Ask” box is a goldmine of information for anticipating what your customers will be searching for next.

The “People Also Ask” feature, introduced in 2015, is an expandable box of search queries related to the original search. Each question can be expanded by clicking on it, which gives the user options to refine their search or dig deeper on the subject:

“People Also Ask” boxes create an infinite source of related questions, in this case all about pizza.

This feature can tell smart marketers several things about how users are searching and creates an opportunity to solve their customer’s problems in more places.

How can you use this clue in your marketing?

Answer more of your users’ questions

Wil explained that when you’re looking for new content ideas, the “People Also Ask” box can be a never-ending source of inspiration.

Start by typing in common search queries for your industry and see what else comes up in the “People Also Ask” box. The suggestions in this box are based on high volume search queries, so they’re a healthy bet for your own content strategy.

The “People Also Ask” box also presents an opportunity to be the leader on any subject. Imagine if you had position 0, position 1, and the “People Also Ask” results? Every user would be led to your content.

The results in the “People Also Ask” boxes are usually results that rank in the first page for that particular search term. To knock out your competitors from these positions, you’ll need to focus on creating high-quality, well-structured and informative content for each search query.

Create a better pop-up experience

Now we’re going to take it a step further beyond creating content on related searches and get into creating content that guides your customer through their journey.

In his talk, Wil explained that “People Also Ask” boxes are giving you cues about how your prospects’ brains work:

“People Also Ask”s are the clues to what people who just searched for [your thing] are going to ask next.

Because the related questions that come up in the “People Also Ask box” are things that other users actually clicked on, you can make assumptions about the kinds of things your customers want to know next.

For example, Seer found that after reading their SEMRush guide, many customers were also asking about comparing SEMRush to Moz.

Seer took this information and created a guide comparing the two tools. They then added a slide-in pop up to their SEMRush guide article, which you can see in the image below, presenting the reader with the option to read the comparison next.

Now a reader doesn’t have to return to Google to find the information they wanted next, because Seer has already presented it to them.

By anticipating what their customers will ask for, Seer is able to keep readers on their site, answer more of their questions and become an even more trustworthy source.

Place ads on trusted sites

We’ve seen that the results in the “People Also Ask” boxes are typically high-quality, informative content that Google already ranks on page 1. This means these sites are highly trusted by Google and they’re showing up for these search queries, so there is a high chance that your customers will visit these websites at some point in their search.

This creates a new opportunity to target your customers with display ads on the sites that you anticipate they will be visiting.

To do this, Wil explained, dig into the “People Also Ask” results to find what sites are coming up as the top answers for all of the queries related to your keyword.

Once you have a list of sites, use Google’s Display planner tool to find those sites and get an idea of how many impressions you’ll get. Then create display ads on the sites that come up most.

Google likes problem solvers

As Google gets better and better at understanding what people want, marketers will need to take an approach that puts solving their customers problems first.

Luckily, Google is already starting to leave clues about what your customers really want to see from your company. 🔎

Using these suggestions to start taking action and showing up for your customers at every step of their journey will put you ahead of the curve.

CBM101317

Here are the notes from the Chris Brogan Media broadcast for 10/13/17. (You can watch this on my Facebook account).

This live video was all shot using Ecamm Live (client), the best way to do Facebook Live for Mac.

Please note that all links may be affiliate links. If someone is a client, I’ll call that out specifically.

Stories Shared

Well there you go. Bitcoin shot over $5000 yesterday. It’s kind of nuts, really. Also, this.

And even if you’re not sold on Bitcoin, you MUST embrace Blockchain for a lot of reasons. Here’s one.

Branding has become interesting. Let’s talk about Coach’s big change with Tapestry.

Related to this, there are huge WARS going on. Target and other retailers are joining Google to try and combat Amazon.

And speaking of Amazon, a cute attempt by Kansas City’s mayor to attract HQ2.

Let’s talk about the future.

The US has lost more and more manufacturing jobs. But do we even want them back? (No.)

The future of work will be weird. Wired says you’re not ready for working with robots.

But evidently it’s kind. Ryan Gosling wore a vegan faux leather coat in BladeRunner 2049.

The future might be scary as hell. Marvel’s New Mutants trailer looks a lot more like a horror movie than a superhero movie. And why that’s cool.

Finally, in cosplay fun with a soul, New York Comic Con had a great panel on diversity, women of color, and other social issues. Good!

Hey, if this has been interesting, consider picking up my weekly newsletter. It’s all unique ideas by me about how to improve buyer interactions and grow your business. Give it a peek

What ELSE is News?

You want to get featured on the Chris Brogan Media show? Drop me an email: chris@chrisbrogan.com and let me know what’s news!

Please Get My Newsletter

My newsletter is the best work I do every week. You can get yours here.

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Digital Marketing News: Twitter Happening Now, Snapchat Context Cards, LinkedIn Video Ads

LinkedIn Video Ads

Video Ads Are Finally Coming to LinkedIn (client) – When LinkedIn began allowing users to upload videos in August, video ads seemed like an inevitability, and they are now one step closer. LinkedIn announced today that it is running a closed beta test of video for sponsored content “with a limited number of advertisers.”  AdWeek

Twitter Plans To Release A Bookmarking Tool #SaveforLater. You know how you can save posts to read later in Facebook? Well, Twitter is looking to do the same thing. For all of you liking posts as a way to bookmark, you can stop that practice with this new feature. Will this mean likes will go down? Probably. BuzzFeed

New Research: The state of marketing attribution – A growing number of marketers are using attribution in all or most of their marketing efforts, according to a recent study from Econsultancy and AdRoll. However, the number of marketers acting on the insights they pull from attribution data is dwindling. Econsultancy

Snapchat Introduces “context cards” – Snapchat released ‘Context Cards’ this week, which have the potential to bolster marketing efforts for restaurants, venues and other destinations. These cards will pull in information based on the Snap’s geo-filters and map information that will lead viewers to online reviews, Uber and Lyft information and more. TechCrunch

AdWords Charges & Your Daily Budget – If you’ve been struggling to reach your advertising goals, AdWords has made some recent changes to help get you over the hump. As of October 4th, campaigns are now able to spend up to twice the average daily budget. Don’t fret about racking up the costs at the end of the month as you will not be charged more than your monthly charging limit. Google

Twitter Happening Now – Twitter is adding a “Happening Now” feature that will group tweets by event, the company announced today. The feature, which will start with sports games, is yet another way the company is seeking to highlight information on its platform outside of the traditional follow model. Buzzfeed

Social media monitor Brandwatch acquires content marketing platform BuzzSumo –  Two things that are great on their own are not often better together, but that’s exactly what the marketing industry expects from the combination of BuzzSumo and Brandwatch. TechCrunch

Connect the Dots from Data to Better Customer Experiences – Join me and Michael Trapani of IBM on October 26th for a free webinar to better understand the opportunities around creating best answer experiences with cognitive technologies. IBM Watson

Smart Speaker Commerce

NEWS NUGGETS

Infographic: YouTube has grown to 1.5 billion monthly active users – MarketingProfs

LinkedIn connects sales, marketing tools for B2B advertisers to target leads, accounts – MarTech Today

70% of Brands Work with Instagram Influencers – Research Brief

Majestic and SEMRush Combine Forces – Majestic Blog

Bing Ads Launches Automated Bid Strategy to ‘Maximize Clicks’ – Search Engine Land

As Voice Has Its Moment, Amazon, Google and Apple Are Giving Brands a Way Into the Conversation – AdWeek

New Study from D&B Shows What Frustrates B2B Buyers Most – MarketingProfs

70% of Marketers Do Not Use Anonymized Consumer Identity Data But 75% Say it Helps Campaign Optimization – MediaPost

63% of Amazon Advertisers Plan to Spend Even More Over the Next Year – AdWeek

What was the top digital marketing news story for you this week?

Be sure to stay tuned until next week when we’ll be sharing all new marketing news stories. Also check out the full video summary with Tiffani and Josh on YouTube.

I’m Making My Own Shows And You Should Too

I know that I’m a bit weird and unique. I started blogging back in 1998. I launched a podcast in 2005. I’ve been doing video since 2006. But there’s a reason and I want to share it with you.

Why I Make My Own Shows

I grew up in the 70s and 80s. Back then, you had about five or six TV channels, a few viable radio options, and maybe magazines or newspapers. That was how ideas came into the house outside of library books.

On TV, we had crappy cartoons. People making shows in the 70s especially just figured if it was colorful and whimsical and cheap to make, kids would watch it. Junk.

And there was no variety. And they never talked about what I thought was interesting.

Oh, and now? We have infinite options. But that’s because of people like me.

I make my own shows because I want to share what’s interesting to me with those of you who find it interesting and helpful.

Everything Is Easier

Your smartphone is enough to get you started in blogging, podcasting, or videoblogging. There are tons of solutions for hosting your content. The TECH is the least interesting part of the story because it’s just so ubiquitous and so easy.

It’s the content. It’s what you decide to talk about. That’s the tricky part. But that’s the best thing about this. You get to focus on what gets you excited!

Everything Is a Show

My daughter is into DIY craft stuff so she watches Threadbanger. She likes fingernail art so she watches Simply Nailogical.

My son is into retro videogames so he watches The Lonely Goomba and probably 100+ other shows.

I watch a bunch of things. Video game shows. An interview show where the host and guest both eat progressively hotter chicken wings. I love Casey Neistat and all kinds of videobloggers. (And pretty much anything Steve Garfield shoots.)

OH! And I love the Out The Door Weather Report by Ron Hood and team.

I listen to a weird variety of podcasts, mostly about non-business topics. There are tons of great shows out there now. Tens of thousands.

The subject matter can be whatever, as long as you make it interesting and entertaining (and informative).

We Need YOUR Show

In this case, “we” means the world. I might not be the right guy for your show. You might love to knit socks for cats. Not my show. But someone out there loves knitting, loves cats, and wants your cat-sock-knitting show.

And we need more B2B shows. I’d watch plumbers do cool HVAC jobs any day of the week. To me, the “our hands are in this mess” podcasts from the B2B world are sorely missing. We’re letting the marketing departments make this stuff and that’s not right. Sun Microsystems did this right back in the old days. They had the best blogs and podcasts based on really obscure things and the content was incredibly useful.

Get Over Yourself

The big reason you haven’t made a cool show is that you’re worried that you’re too fat, skinny, ugly, old or something else. Your dumb self-image is keeping you from making us an incredible and useful show. Stop it.

You probably ARE too old/young/ugly/fat/skinny/weird looking something. Who cares? Some of the most interesting people are all of those things. I’m more than half of those things and I make a show.

Just Make Them With Heart

Don’t just poop another show into the world. Make something you care about. Otherwise, no one else will care about it. I promise. If it’s just a chore for you, it’s a chore for us to consume. And we won’t.

Make something that you want to show someone you love. Make something that will draw the others who are into what you’re into together. Make something that helps us all thrive a bit more in some way.

That’s what we need. That’s why we need YOUR show. Okay?

Go!

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