LinkedIn Native Video: What Works, What Doesn’t, What Marketers Need to Know

Video content is eating the internet. It started with video-specific platforms like YouTube and Vimeo. Then Twitter and Facebook added support for live and pre-recorded video. Now these insatiable moving pictures are becoming serious business: LinkedIn now supports native video.

What would compel a buttoned-down, professional networking site like LinkedIn to embrace video? Simply put, people—even businesspeople—want to watch. Fifty-nine percent of executives say that if text and video are available on the same topic, they’re more likely to choose video.

There’s no denying that marketers should embrace video content as a general rule. If your audience wants video, it’s wise for your brand to be the one supplying it. But why publish natively on LinkedIn?

Here are the upsides, downsides, and what-you-need-to-know-sides.

How to Create a LinkedIn Video

LinkedIn has been slowly rolling out its video capabilities, starting with a few influencers and expanding out from there. Most members who have the most recent version of the mobile app should have the capability now.

If your account has video enabled, you will see a camera icon available where you normally post to your feed. On mobile, you can create a video (not a live stream…yet) or upload from your photo gallery. On desktop, you can only upload a pre-recorded video. Nearly every common form of video file is supported.

To record a video, just tap the camera icon, give the app permission to access your camera, and go. To upload video, just navigate to the file you want to add and select it—there’s no learning curve there.

Your file must be at least three seconds long and no longer than 10 minutes, but LinkedIn suggests between 30 seconds and 5 minutes for better engagement. The maximum file size is five gigabytes, which should be plenty of space.

Your post will look…well, a lot like a post with an embedded video, just without the link out at the bottom:

Why Marketers Should Care about LinkedIn Video

You can already embed YouTube video in your LinkedIn feed posts, of course. But posting native video may get you more engagement. On Facebook, native videos typically get 10x more shares than embedded videos. If that trend holds for LinkedIn, you could be missing out on a substantial chunk of potential audience by linking to a YouTube video.

So native video matters—and for virtually all B2B marketers, LinkedIn matters. While Facebook videos can be dominated by memes and entertainment, the LinkedIn audience is specifically there for business. They’re browsing their feeds looking for something that can help advance their career, give them a competitive edge, or just do their jobs better. Useful, professional video content is likely to fare better on LinkedIn than on Twitter or Facebook.

The other reason to go native on LinkedIn video is LinkedIn’s analytical capability. Their demographic data is likely to be more useful to B2B marketers than Facebook’s data is. You can zero in on job function, job title, and seniority of the people who view your video. That data will help you adjust your strategy to hit and engage the right audience.

As native video is more widely adopted by its userbase, LinkedIn is likely to give it preferential treatment over embedded video. LinkedIn has already switched from a pure timeline feed to an algorithm-based feed. Just as Facebook currently gives pride of place to native videos, LinkedIn is likely to prioritize it in their feeds, too.

Downsides to LinkedIn Video

Since this is a new feature, there are some still some quirks to be ironed out, and a few features that are missing. These negatives won’t keep your video from being seen and appreciated, but they’re worth noting:

  1. No playback speed or picture quality settings. Users can’t customize the viewing experience the way they can on YouTube.
  2. It’s hard to link out. the URLs for a video-embedded post are unwieldy: https://www.linkedin.com/feed/update/urn:li:activity:6316276929771245568/, for example.
  3. The video isn’t embeddable on other sites. It’s definitely intended for consumption on LinkedIn.
  4. Only members can post, not companies.
  5. There’s no dedicated video tab, which can make video content hard to find. I’m willing to bet some kind of tab or filter is in the works, but we don’t have it yet.

What to Use LinkedIn Video For:

Given the limitations of the format, it’s best to think of video on LinkedIn as an add-on to your current marketing strategy. Use it to build your personal brand, or go behind-the-scenes at your company, or interview co-workers and executives.

Many users are already using the format to do quick tips, like this video from Viveka Von Rosen. That kind of informal, live-shot video is an easy way to get started.

There are a few people attempting to create series on the platform, too. Building an audience for a series could be tricky without a dedicated video tab, but Mike Morgan’s Humans of LinkedIn series is making a go of it. If more people start serializing their videos, LinkedIn is likely to add tools that support the practice.

LinkedIn to the Future

If you’re marketing to a B2B audience, native video on LinkedIn is well worth a try. Instead of linking out to YouTube, upload the video natively to LinkedIn and keep an eye on how it performs. Make sure to include keywords and relevant hashtags in the post so your video is easier to find, keep an eye on your analytics, and let the data guide your next steps.

Need more help? Check out these easy ways to get started with video content marketing.

Disclosure: LinkedIn Marketing is a TopRank Marketing client.

How to Improve Your PPC Reporting (And Your Landing Page Strategy, Too)

Once upon a time, “Pay-Per-Click (PPC)” referred to a digital marketing practice where companies were charged each time somebody clicked on their search engine ads.

But with the rise of social, display and programmatic platforms, PPC marketing has expanded to involve more than search engines alone. These days, PPC specialists run paid campaigns across a variety of channels, and while the territory has changed, the reporting tactics haven’t.

Why your PPC reports aren’t awesome

You’re not alone if you find that the following things are holding you back from the advanced PPC reporting of your dreams.

1. The same words are used for different things

Most PPC specialists still end up pulling the same reports about the same quantitative metrics from Google Analytics. The problem is that different platforms (Facebook Audience Insights, Google AdWords Dimensions tab, Google Analytics, Bing Reporting) speak different languages.

Each platform’s PPC attribution models are different, their user data tracking is different, even some of their definitions are different.

Just look at how we measure “clicks.” On Adwords or Bing, a “click” means someone clicked from an ad through to your website. Meanwhile on Facebook, a “click” could mean clicking from an ad through to your Facebook page, your website, or just reacting to the ad itself.

Cbc GIFs - Find & Share on GIPHY

With different platforms and tools telling you different things, it’s pretty easy to make inaccurate conclusions about your PPC performance.

2. Your reports rely purely on baseline metrics

Tactics and terminology aside, these quantitative metrics don’t paint the full qualitative picture. Seeing that your click-through rates have increased doesn’t necessarily explain why.

If you saw that the cost of bread went down one day, you wouldn’t blindly assume that production of wheat got cheaper overnight. You would look into the expiry date, the shelf date and examine the product to try to understand the story behind the numbers.

So what do your metrics actually mean, and how can they help you drive more qualified traffic to your site? We’re here to help you generate insights from your PPC reports and show you how PPC performance can impact your landing page strategy.

How to Build PPC Reports that Actually Are Awesome

You want your PPC reports to provide takeaways that you can use to optimize your campaigns. There are a few measures you can take, together or on their own, to better understand your campaign performance.

Determine a baseline and track conversions by channel

Surprise, surprise! A conversion is one more metric that differs by channel. This is partly because each platform has a different attribution model, and partly because users have different intentions and behaviours per platform.

For example, cost-per-clicks (CPCs) tend to be cheaper on Bing because there is less competition and a higher conversion rate due to an older demographic:

bing keywords example

On the other hand, it’s easier to max out impression share and budget on Bing because there is less overall search volume compared to Google:

Google keyword example

Similarly, a user landing on your website through a non-branded keyword is less likely to convert than someone clicking through a branded keyword. It can be even harder to identify intent through social platforms, as users scrolling through feeds may come across your ad and engage out of interest but not be ready to convert.

Establishing platform-specific KPIs is an essential step to ensure you know what success looks like on every channel.

Qualify your visitors and monitor by segment

Given that each individual user’s intention varies by platform, it’s important to target your ads where they will be best received.

Instead of assuming every interaction is equal, use your platform insights to identify key audience groups and segment for target personas.

Monitor how your paid traffic fluctuates overall and by target audiences:

  • How do your audiences convert differently across various platforms?
  • How do you measure success differently between your branded and non-branded search campaigns?
  • How are you targeting different user segments through social campaigns?

A great way to identify whether you’re attracting relevant traffic is by keeping a close eye on your Search Query Report in AdWords and Bing. This report allows you to see exactly what people typed into the search engine when your ad appeared, so that you can adjust your keywords accordingly.

Track absolutely everything

Are you noticing an abnormal bounce rate or reduced number of sessions week over week through a specific source or medium? Setting up event tracking through Google Tag Manager can help you better understand on-site behavior and create custom metrics.

Your primary conversion may be an e-commerce purchase, but that doesn’t mean newsletter sign ups aren’t valuable. Tracking micro-conversions can give you a clearer idea of how people are engaging with your site and where there might be gaps in information.

At our Call to Action conference, Dana DiTomaso advocated for Google Data Studio as a great way to combine all your data into custom reports and dashboards.

If you’re doing cross-channel online advertising (which you no doubt are), it’s important to be able to see all your metrics visualized in one place. It makes it easier to draw analyses and gather insights to then share with colleagues or clients.

PPC Reporting + Landing Pages = Even More Awesome

Of course, it’s not enough to just put your conversions and KPIs into a beautiful report — it’s what you do with your PPC insights that matters.

Let’s say you spent years learning how to make smart investments. You met with stockbrokers, studied the market and opened a brokerage account. Would you expect money to just start rolling in? Of course not — because you actually have to invest to see results.

Similarly, in order to make the most of your PPC insights, you have to act on them.

Begin by applying insights from your PPC metrics into your landing pages. You want to customize your landing pages to meet the needs of your key audiences so you can give users exactly what they’re looking for.

To this end, Dynamic Text Replacement (DTR) can be used to sync up search queries to the landing page.

In this example of a landing page for a music school, the instrument type is swapped out depending on which ad is clicked.

Say a website sells furniture. If one user searches for “modern leather sofas” and another for “comfortable leather couches,” the ad copy for each result should reflect the search language.

The ads could then take users to the same landing page, but DTR would generate different titles or subheading text accordingly to match these original search terms. Everything else on the page may be the same, but both users would feel like they found exactly what they were looking for. This keeps landing pages hyper-relevant (and high-converting), and saves hours of redundant work.

Want to preview how you can use DTR to ensure relevance from ad to landing page? Try it out.

Google cares about the relevance of landing pages to ads, and has recently introduced more in-depth Quality Score metrics within the AdWords interface.

This makes it easier to see exactly what is affecting your Quality Score and which area you should improve on, whether it be ad relevance, landing page experience or expected CTR.

By syncing up your ads and landing pages, you can provide a frictionless experience to users and increase conversions.

Strong landing pages can also improve PPC performance as they increase Quality Score and landing page relevance, which lowers your CPC and increases ad ranking. This way, the users receive information that is highly relevant to what they are searching for.

Now to put a bow on it

When all is said and done, landing pages should be A/B tested so you know which on-page factors lead to higher conversion rates. That way, your next PPC campaign can be informed by your landing page results, and your future landing pages can be informed by your PPC campaign performance. If that’s not a beautiful full circle, then we don’t know what is.

Top Insights, Takeaways & Favorite Moments from #SocialBrand17

For the past six years Nick Westergaard has brought speakers from around the United States to the good people of Iowa for his annual Social Brand Forum.

This event has drawn speakers like Lee Odden, Ann Handley, Joe Pulizzi, Jay Baer, Tim Washer, Scott Monty, Mitch Joel, Chris Brogan and many more!

This year, I was lucky to join some amazing speakers including Robert Rose, Melissa Agnes, Jason Falls and Marcus Sheridan as one of the speakers at this premiere Midwest event.

Since I know that many of you weren’t able to attend this awesome event, I’ve taken the liberty of pulling some of my favorite takeaways and moments from #SocialBrand17.

Nick Westergaard – The Man Who Made it All Happen

If you haven’t met Nick before, you should. He made every part of this experience amazing for speakers and attendees alike.

In addition to serving as a Chief Brand Strategist, Nick is also an author, professional speaker and an Associate Director, MBA Business Communication at the University of Iowa.

Nick believes that a scrappy approach to B2B marketing can help teams large and small get smarter with their digital marketing. His book, Get Scrappy is filled with great ideas and examples for brands looking to do just that.

Robert Rose – Reinventing Trust: The New Value of Brand Audiences & Owned Media

One of the key points of Robert’s presentation that stood out to me, was his thoughts on how technology has impacted the way we work (both positively and negatively).

Technology has enabled us to do so much that it has become a weakness. @Robert_Rose Click To Tweet

As we start each year, we plan to accomplish great things with our content but quickly realize we need more content, more technology and more people to get it done. But the honest truth is, more isn’t always better.

Content teams should not become asset generators that simply pump out content, the focus should be on becoming more strategic and purposeful with content planning, creation, promotion and measurement.

Yesterday also marks the release of Robert Rose and Joe Pulizzi’s new book, Killing Marketing. Keep your eye out for a review of this new book on our blog in coming weeks.

Melissa Agnes – Crisis Ready: Essential Strategies for Every Business

For most of us, the thought of a crisis doesn’t even cross our minds until we’re in the midst of experiencing one. And that is something Melissa Agnes set out to change in her presentation.

Key to successfully managing a crisis is having a crisis ready culture. A crisis ready culture is one that has developed a plan, shared the plan with the team and keeps the plan closeby in case it is needed.

Issues can escalate to a crisis but they can also present us with an opportunity. @Melissa_Agnes Click To Tweet

One of the biggest takeaways for the audience was the fact that an issue and a crisis are not the same and how to deal with each scenario effectively.

Jason Falls – Hacking the Conversation

True to form, Jason started off his presentation telling jokes, stories and commenting on how hot it was on stage (I can attest, it was). I have seen Jason present a few times and each time is a great experience, but there was something extra special about this presentation.

In order to participate in or “hack” conversations your customers are having, you first need to know what they are. Unfortunately a lot of these conversations happen on more closed networks like Facebook which can make it difficult to uncover what is being said.

A true understanding of your customers will make your marketing much more impactful. @JasonFalls Click To Tweet

Ultimately, marketers need to understand that keywords do not equal themes and raw data is not the same as actual insights.  

Marcus Sheridan – We’re All Media Companies

Marcus is a strong proponent of truly integrated sales and marketing teams. And he’s right, he’s proven how effective this approach can be. In today’s digital landscape, media is no longer reserved for publications.  

Brands have become publishers and let’s be honest, are publishing content at an alarming rate. Unfortunately, Marcus has found that most content starts as fluff when it should always start at the buyer.

More often than not, digital marketing is a program. It starts and then it ends. @TheSalesLion Click To Tweet

Teams must begin thinking more strategically and utilizing content intentionally in the sales process and beyond to better meet the needs of today’s savvy buyers.

Ashley Zeckman – Your Marketing Golden Ticket

When I was creating my presentation for the Social Brand Forum, I began building out some tactics that I thought the audience would find interesting, then as I thought about it further, I decided that instead of tactics, we should focus on the common hurdles that content marketers face.

As a special treat, I’ve included a copy of my deck below so that you can experience the world of Wonka on your own time (if only I could get the GIFs to work in SlideShare!).

Additional Insights From the Attendees

Below are a few of my favorite tweets shared by the conference attendees:

What Did You Learn?

Whether you were able to attend in-person, or followed along online, I’m curious to know what you found to be the most interesting tidbits of information offered at the annual Social Brand Forum.

6 Questions to Ask Yourself When Setting Social Media Marketing Goals

In today’s digital landscape, chances are social media is a vital piece of your marketing mix. After all, people live on social platforms these days and projections show that worldwide social media users will surpass 3 billion by 2021.

But as brands and marketers fight for visibility in crowded, “algorithm-enhanced” news feeds, how many of you are actually reaching your strategic social media marketing objectives? Better yet, how many of you can say you have well-defined, relevant and measurable goals outlined within your social strategy?

As a marketer, you know there can be no strategy without goals. Goals are the foundation of your strategy, guiding every decision and tactic that comes next. But how do you define those goals?

The truth is there’s a lot to consider such as your industry, overall business objectives, budget and resources. With that said, whether you need to start from scratch or it’s time to give your goals a refresh, here are a few questions you should be asking yourself along the way:

#1 – How does social media map to my overall marketing objectives?

Your social media marketing efforts are an integral part of your entire marketing strategy. As such, the goals you set should absolutely support what you’re trying to achieve at a high level. It’s as simple as that.

Your #socialmedia goals should absolutely map to your overall #marketing objectives. Click To Tweet

#2 – Who is my social audience?

You know that the foundation of any marketing initiative is understanding your audience’s pain points, motivations, interests and needs. But those defining characteristics may manifest themselves a bit differently on social media. After all, social media is a personal outlet for many, so their motivations for engaging with a brand may be different than if they received an email from you or found you via search.

As a result, in order to define your social media objectives, you need to understand why your audience is on social media and what they care about most on those platforms.

#3 – How does my audience differ across social channels?

Every social media channel offers something a little unique, which means your audience may differ from channel to channel. As a result, your goals—as well as your strategy to reach those goals—should reflect that.

#4 – What does my audience expect from me?

Let’s face it. The goals you set are going to be rooted in some type of audience action. But to inspire that action, you need to think about what your audience’s expectations are and how you’ll meet them. Is it quick and empathetic customer service? Conversation? Entertainment? Helpful information and resources?

#5 – What do I really want from my social media efforts?

Brand awareness and audience engagement are typically the top goals of any social media marketing strategy. But challenge yourself to go deeper as you define your goals. For example, if community engagement is a top priority, what does that actually look like to you? Is it likes, shares, comments, reviews, website traffic or a combination of them all?

As your define your #socialmedia goals, challenge yourself to go deeper & deeper. Click To Tweet

#6 – Are my goals measurable?

At the end of the day, your goals have to be measurable. How else are you going to know if you’ve actually achieved what you set out to do?

In Need of More Social Media Marketing Inspiration?

Then check out these helpful resources:

CBM091817

Coffee with Coke Here are the notes from the Chris Brogan Media broadcast for 09/18/17. (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

Voice search is now, but MOST companies aren’t ready. The rise of the personal assistant is a now event. Get prepped.

Evidently there’s tons of cocaine coming into the US but the US Coast Guard says they don’t have enough boats and people.

1984 is here a little late. Can US Border Agents search your phone?

Bring your own everything. This grocery store is aiming for zero waste.

When a huge company buys a company that people think of as independent and scrappy, it’s going to be weird.

More PewDiePie in the news. But this might be more about YOU.

BitCoin can’t get a break lately. Buy now, maybe?

Speaking of, Blockchain is becoming a government strategy point all over the world.

Want to go camping? Now this looks like an awesome option.

When you’re a mega successful Chinese CEO and cool, you can dress up and dance like Michael Jackson at your event.

Coke plus coffee hits Japan.

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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The Mighty Cheeseburger: How to Construct Your Content for the Perfect Bite

You might not know this but today, Sept. 18, is a national holiday to remember: National Cheeseburger Day. We know, we know, everyday now has an arbitrary national holiday that has little to offer outside of free food or funny tweets. But that doesn’t mean they aren’t worth celebrating.

For our own National Cheeseburger Day celebration, we took a look at what makes a great burger. From a perfectly toasted bun to secret sauces, there is a lot that goes into creating the perfect staple of American food. And as content marketers, we could relate to trying to find the perfect mixture of ingredients and techniques to create something that people love.

In content marketing, much like cooking, there is an overwhelming amount of options for composing content or content strategies. It can feel like there are too many cooks in the kitchen, countless ingredients to choose from, or numerous recipes to follow that it becomes impossible to form a cohesive content plan.

So to help you break down the necessities and create captivating content, we gathered four tips for constructing delicious content inspired by—you guessed it—cheeseburgers.

Toasted to Perfection

Similar to the bun on a burger, the introduction and conclusion to your content supports the meat of your message. Set yourself up for success with attention grabbing, empathetic introductions and conclusions to drive your point home. While supporting the content on the page, the introduction and conclusion sections are also great opportunities to support your business as a whole. Mentioning your experience, products, or services help highlight your expertise and reinforce your credibility.

Even more important, no one likes a soggy bun! That’s why the best chef’s place the lettuce directly underneath the patty—it keeps the juices from seeping into the bun. Keep your content clean and clear and by writing distinct section headers. This will help structure your content in an easily digestible way and make sure your thoughts are well-organized.

Grade-A Beef

Just like a burger, content without meat (or protein for our vegetarian and vegan readers) just doesn’t cut it. Your content needs to be worth your audience’s time or else it won’t produce results. The secret to noteworthy, memorable content is offering hearty advice to your readers in the form of listicles, steps, tips, or guides.

One of the best ways to create valuable content is to answer common questions your audience might have and pack your answers with statistics, quotes, and anecdotes that validate your point of view. This ensures that your audience can find a solution to their problems with your content. And because you’re answering a specific, commonly asked question, this strategy could also help improve your ranking in voice search results.

The Right Amount of Crunch

Burgers are commonly found in grills and restaurants across the country, so to keep surprising guests with new inventions, Chef’s often experiment with different food textures. The same should be done with your content marketing. As content marketers ourselves, we know that reading several blog posts each day can get boring, so why should we put our audiences through that? We need to surprise them with something different.

Create crunchy content moments of your own by producing a mix of blog posts, podcasts, videos, case studies, and more. The variety helps break up any monotony in your current content strategy and entices audiences with new formats. In fact, four times as many customers would rather watch a product video than read about it, according to Animoto. And in addition, your mix of content creates cross-linking opportunities that will potentially boost your search rankings or traffic.

Secret Sauce

A good sauce is the difference between a great burger and an excellent one. It is one of the only burger ingredients that can completely change the flavor of each bite. In terms of content, we believe that the difference between great and excellent content is an oft-talked about, yet little utilized tactic: SEO.

Add search engine flavor to your content with SEO strategies like internal linking and optimized meta descriptions, tags, and headers. But before you start jam packing your content with keywords and links, make sure your internal linking fits naturally and has keyword optimized anchor text. And because engagement and external linking is an increasingly large factor in search rankings, add click to tweets and other easy-to-share links that make it simple for readers to circulate your content.

Need More Ingredients for Your Content Marketing Recipe?

If you’re starving for more content marketing tips, learn how to master the perfect content marketing recipe with these 30 savory and sweet content ingredients.

How to Use CallRail to Attribute Phone Calls Back to Your Landing Pages

Getting a new client always starts innocently enough. Initial talks go well. Everyone’s on board. But then you get full account access and start digging deeper…

True story: I once worked with a client who was spending tens of thousands each month on PPC. Yet they had zero conversion tracking.

The phone rang, sure. But no one knew why. Everyone just assumed it was… ? Billboards? (Let’s not be ridiculous, here.)

Image via Shutterstock.

“But I have an AdWords call extension,” you claim. “I AM tracking phone calls with events,” you say.

That’s great. A good start. But not nearly enough. Here’s why.

Problem #1: How often do you call a new company directly from an AdWords ad?

Or do you act like a rational human being and click through the ad to the website or landing page to check them out first? That way, you can see if they’re legit or not before picking up the phone to dial. But what happens with your AdWords call extension in this case?

That’s right. You get nothing.

Problem #2: Last touch attribution bias.

AdWords drove the call, but you have no idea which steps before helped to “assist” the conversion. You can’t measure the proper attribution.

Problem #3: You’re only able to see aggregate data.

Let’s suspend disbelief for a second and say someone called you without ever leaving the SERPs, deciding to hand over their credit card to a complete stranger because you just sounded so nice on the phone…

You can still only see aggregate data.

Calls aren’t customers. They’re just calls.

Maybe the prospect’s lost and needs directions. Maybe they want the hours of your location. Maybe the stars aligned and they did become a lead.

Now, all hope is not lost. There is a solution. A way out of this mess. You just need the right tool for the right job.

Enter CallRail.

How to reclaim the phone calls you so rightfully deserve

CallRail can do a few awesome things that will make many of the aforementioned problems go away.

The gold lies in their dynamic keywords pool feature.

Let’s replay the scenario from earlier to see how it works. Someone Googles you, clicks through to a landing page, and possibly might even bounce back to your homepage to find out more about you first.

In the old days, you’d be SOL.

With CallRail’s number insertion, though, your tracking phone number will follow that person from page to page throughout their sessions.

Once someone does call in, you get a wealth of data including the pages they visited during this session, their physical location, and of course, the specific ad or keyword they clicked on in the first place.

The insight will be neatly compiled inside a dashboard for that individual call:

And you know what’s even more glorious?

You can automagically pass this data back to your CRM to track subsequent calls and/or real, honest-to-goodness conversions. (Assuming, of course, that you’re not using a precious “industry specialized” piece of software that doesn’t allow you to do anything with anything.)

Call data now gets passed back and forth. You can even merge it with existing lead data. So you’re not just tracking phone leads anymore, but real dolla dolla billz y’all. #closedloopforthewin

Sounds great, right?

Here’s how to set it up on your campaigns.

Step 1: Start by creating a dynamic keyword pool in CallRail

Log into the CallRail dashboard and head to the Numbers section (denoted with a pound sign):

Next, look for the little button that says, “+ Add a Phone Number”:

After clicking, you’ll get the option to use it online or off (so you can track calls from account-based marketing campaigns for example):

Next, you’ll want to add it to your website.

And then track each individual visitor (as opposed to the campaign).

This way you’ll set up a “pool” of phone numbers that will automatically tie and rotate for each individual website visitor (as opposed to tracking by page).

So let’s now set up that pool.

Go ahead and name the pool whatever you’d like.

The “Destination Number” is the business line your company uses that you want to ultimately ring. We can also edit this later with a “Swap Target.”

Your pool size should depend on how much real-time traffic you get to your site. Generally speaking, you’ll need smaller pool sizes on low traffic sites and larger pool sizes on higher traffic sites.

I believe CallRail’s recommendation is (or was) to look at the number of real-time visitors you’re getting to your site at its peak to gauge the ultimate pool number you might need at any one time.

Next, select which traffic sources you’d like this number pool to track (just default to “All”).

Then you can select a specific area code (toll-free vs. local) you want to use on your website.

Finally, select whether you want to record calls and add a “whisper message.”

The whisper message is exactly what it sounds like.

When someone calls from your landing page, the person answering the phone at your business will hear a soft whisper message before the call connects. For example, you can set it to say “holiday sale promotion” to alert the person answering the phone to the source of the call.

This can be very helpful to know exactly how to service the customer without asking how they got to you.

(Recording calls is also free FYI.)

Easy enough, right?!

Perfect. Now let’s move on to the next step.

Step 2: Set up your landing page

We created our first dynamic keyword pool in the last step. Now we want to install the script onto our Unbounce landing pages and set up your phone number swap targets.

There are two ways to do it, so let’s start with the lazy easy solution of pointing and clicking with the official integration.

Go into Unbounce and find the company you’d like to integrate with CallRail.

Next, click on the “Settings” gear icon:

Now select the “Integrations” tab inside CallRail (under “Settings”).

And click “Activate” on the Unbounce option.

You’ll then be whisked away to Unbounce to Authorize the connection.

You can also install the tracking script manually on each landing page if you’d rather not connect at the company level.

First, head over to the “Settings” gear icon and click on “Integrations” to find “Dynamic Number Insertion.”

Then scroll down and you’ll find the tracking JavaScript:

All you’ll need to do is copy and paste this before the closing body tag (</body>) on the pages containing your phone number.

Look for “JavaScripts” down at the bottom of your landing page builder inside Unbounce:

Then paste in your code and select the correct placement (“Before Body End Tag”).

Obviously, save your work — and you’re done. Easy peasy.

Now let’s go update any swap target details on these landing pages.

Head back into CallRail and go to the “Numbers” section again.

Now, select the number pool you just created in the last step by clicking on the little edit pencil icon:

Then, scroll down to point three (“Dynamic Number Insertion”) to add the Swap Target and edit the Pool Size (if needed).

The Swap Target is the phone number you want CallRail to look for on your website and dynamically change it with ones from your keyword pool.

So if you have 123-456-7899 as your company number, you would place that as the swap target so that CallRail can populate new tracking numbers for each visitor.

(You can also add a secondary Swap Target if you have multiple different phone numbers on the page.)

Step 3: Integrate CallRail with AdWords

You’ve already done a lot of work. Nice job! Any calls from “organic” sources of traffic should now be tracked inside CallRail.

However, the entire point of this exercise was to demystify your PPC traffic, so let’s connect CallRail with your AdWords account.

Inside CallRail, go to “Settings,” “Integrations,” and then click on “Google AdWords.”

Once there, click the “Authorize” button at the bottom of the page.

Now “Allow” with your Google account.

Then choose the company you want to integrate with CallRail.

Hit “Activate” and you should be good to go.

Before moving on, though, let’s add keyword-level tracking.

Adding keyword-level tracking

Adding the ?keyword={keyword} parameter to your URLs in AdWords is the last recommended step. Adding this parameter to your ad URLs will make sure individual keyword data displays on your call log and in caller’s timelines (inside CallRail).

Head to your “Shared Library” at the bottom of your AdWords account.

Then head over to the URL options in the bottom right-hand corner.

Here, you have two options:

  1. You can add a tracking template, and
  2. You can set up auto tracking

Here’s how to manually add the tracking data.

Type “{lpurl}” and add the keyword parameter. In this case, {lpurl} represents your final URL, so you won’t have to manually enter your ad URLs.

If your tracking template does not contain a “?” append: “?keyword={keyword}” like so:

Then, hit test and wait for the green light.

Once you’re done, you will start to see keyword data from AdWords inside CallRail.

Hooray! 🎉

Step 4: Add call goals to Google Analytics

If we’re being prudent, there should also be a conversion goal inside Google Analytics.

Your data will never truly be 100%, 100% of the time. There will be flaws. There will be gaps. There will be misalignment.

Triangulating data points from several different sources helps you handicap this risk.

That means we also want to integrate CallRail with Google Analytics while we’re at it. To do so, head to “Settings,” “Integrations,” and “Google Analytics.”

When there, drop in your Google Analytics ID and hit “Update.”

Next, head to Google Analytics to create a new call goal.

Go to “Admin” (the gear icon in the lower left-hand corner), then “View” and finally “Goals” in the upper-right corner:

Click for larger image.

Now select the bright red “+ New Goal” button.

Once inside, click on “Custom” down below because we’re about to get a little fancy.

Enter the name and select event.

Now we need to customize the event conditions to make sure your data will be labelled properly.

So drop “Phone” into the Category option.

And “Save” the new goal!

Step 5: Integrate CallRail with your CRM (like HubSpot) for full-funnel Attribution

Wouldn’t it be nice if you could now see which phone calls resulted in closed deals paying you the big bucks?

After all, you should be making strategic PPC decisions based on meaningful data (revenue, Cost Per Lead, etc.) and not just vanity metrics (new leads, Cost Per Click, etc.).

The good news is that you can with CallRail.

Head back into “Settings” and “Integrations”, then look for your favorite CRM.

We’ll use “HubSpot” in this example to show you how these integrations work.

Scroll down to HubSpot and hit the “Activate” button.

Then you’ll need to grab your HubSpot ID to finalize this integration.

So head to HubSpot, log in, and grab the “Hub ID” in the top right-hand corner of your screen.

Simply copy that number and head back to the CallRail HubSpot Integration screen, paste it in, and hit “Authorize.”

You can also select to create a new lead inside HubSpot each time someone calls. You won’t have their name and email at this point necessarily, but you can merge it on subsequent calls.

Next, HubSpot will ask you to select the account to link CallRail with and then “Grant access.”

And that’s it! Now, your calls will create new leads in HubSpot and integrate the data.

Step 6: Measuring campaign performance back to ad spend

Now you’ve completed all the hard work.

The only thing that’s left is to actually use the data once it starts rolling in.

When you log into CallRail, the dashboard right in front of you will list out some of the most recent activity.

Click for larger image.

Let’s break down this down (by number):

  1. This is your Keyword Pool name for each call
  2. The campaign keywords from that drove each click and then call (if there’s nothing showing up, it’s most likely organic as opposed to a PPC call)
  3. The specific campaigns (pulling in PPC data) that drove each click and call
  4. Your landing page where the call initiated
  5. And finally the Lead Status for each (so you can record the number of good, quality leads vs. the junk)

Why is this useful?

Now this data will help you figure out:

  • Which keywords are performing well and driving calls.
  • Which campaigns are performing well and driving calls.
  • Which landing pages are performing well and driving calls.
  • And where the F*@#$%$ your customers are actually coming from!!!

You can now also view some of this data inside AdWords, too.

Go under “Tools” and look for “Conversions.”

Then you can now see AdWords phone calls ready to track through the CallRail integration we set up earlier.

And because we dot all i’s and cross all t’s, you can see this data inside Google Analytics now, too.

Log in and head over to “Behavior,” then “Events,” and finally “Top Events.”

Here you will see the phone call goal you created earlier in this article. If you click on that phone text link, you can see even deeper data:

Click for larger image.

The reporting format varies based on whether the call was received via a source tracking number or a keyword tracking number with the following attributes:

  • Source Tracker: Incoming call via [tracking number] – [source name]
  • Keyword Tracker: Incoming call via Keyword Tracker

Next, in the event action table, you can click on each action for more details.

Like the phone number that just called you.

And that’s it!

Phew, we made it.

Thanks for sticking around to the end. I think you deserve the rest of the day off.

Before I say goodbye…

Phone calls produce the best conversion rates of any sales channel. They eclipse lead gen data from your standard website form fill.

Phone calls from AdWords are especially lucrative because these people are often already at the bottom of the funnel; they’re ready to take action and sign up or get started immediately.

But if you’re not tracking any of them, you can’t determine which campaigns, individual landing pages, or keywords are driving the best ROI (and not just lead counts).

Thankfully, there’s CallRail + Unbounce. A match made in PPC heaven.

You can run through the steps listed in this article, finally close the phone call loop, and reclaim those conversions that are so rightfully yours — because you can’t take credit for conversions if you don’t know where they came from.

Digital Marketing News: Better Text Ads, Lifestyle Templates & AMP for AdWords

Seven Tips for Writing Better-Performing Expanded Text Ads [Infographic]
Writing text ads is a challenge – how can you be compelling enough to drive a conversion with such limited space? There are several tricks of the trade explored in this new infographic. MarketingProfs

Google to Advertisers: Get Your Mobile Landing Pages Ready
Google recently announced that in two weeks, AdWords advertisers can use AMP pages as landing pages for their ads. This provides a seamless user experience when searching through Google and could have implications for page rank. Search Engine Journal

The print catalog era is over — but Facebook wants to revive it on your iPhone
Do you miss the good old days of ordering from a catalog? Not many do. However, the lifestyle inspiration we all get from magazines is something that we haven’t been able to replicate as well with our digital ads. Facebook is trying to close that gap with their new ‘Lifestyle Templates’. Business Insider

Amazon Is Opening Up Its Ads Business, and Marketers See a Big Opportunity to Shake Up Search
According to AdWeek, “After testing search-based ads with agencies and brands, Kenshoo (a company that helps marketers manage search spend across platforms) is making Amazon ads readily available to all marketers through an API integration today.” AdWeek

Instagram Expands Access to Branded Content Tools
After months of testing, Instagram has granted access to advertisers to its Branded Content tools. These will allow advertisers simplify the process for working with creators (and vice versa). Social Media Today

Google responds to Apple’s Intelligent Tracking Prevention with AdWords tracking update
The news of Apple’s Intelligent Tracking Prevention in Safari has upset the advertising industry – but as usual, we have Google to the rescue. According to Search Engine Land, “Google has developed a new Google Analytics cookie that will be used to capture campaign and conversion data from Safari in a way that conforms with ITP.” Search Engine Land

Amazon ‘1-Click’ patent expires today, get ready for faster web-wide checkout
Amazon’s patent on ‘1-Click’ checkout has expired – this means that eCommerce platforms can now duplicate this functionality on their own sites. This is expected to reduce cart abandonment for shopping sites and make a more convenient user experience. Marketing Land

73% Of Broadband Consumers Want To Tightly Control Their Personal Data
According to MediaPost: “A large majority (73%) of U.S. broadband consumers express a desire to keep tight control over access to their personal data, with nearly half being very concerned that someone will access the data without their permission, according to a new report by Parks Associates.” MediaPost

What were your top digital marketing news stories this week?

We’ll come back next week with more top digital marketing news. Have something to share? Email the newsroom or Tweet to @toprank.

Digital Marketing Tools & Tactics: What the Trends Tell Us

Digital Marketing Trends, Tools & TacticsAs the old saying goes: the more things change, the more they stay the same — a saying that certainly has resonance across the marketing industry right now.

As it stands, the top challenges many of us are facing in 2017 are, in essence, the same ones we’ve been battling for years. According to an expansive aggregation of digital marketing studies and reports from Getapp Lab, the industry’s top pain points include: lack of time, knowledge, and resources; difficulty converting leads into customers; and diminishing reach in an increasingly crowded digital environment.

The analysis offers a widescreen view of the current landscape for businesses, highlighting tactics that are leading the way, solutions being embraced to overcome prevalent hurdles, and emerging technologies that hint at the direction of the marketing industry for startups and enterprises alike.

With that said, below we run through some key takeaways from the roundup, as well as provide some additional insight and resources.

Don’t Sweat the Individual Techniques

Which digital marketing techniques are leading the way in 2017? Getapp shares a report from Smart Insights showing that content marketing and big data are leading the way in a preference poll, with marketing automation, mobile marketing and social media marketing not far behind.

(Photo Credit: Smart Insights)

Of course, none of these should really be viewed as disparate practices — rather quite the opposite. TopRank Marketing firmly believes in approaching digital marketing with an integrated strategy. For example, data ought to touch every branch of your marketing strategy. Mobile should be top-of-mind with all digital assets you produce. Automation can be integrated into almost every tactic for added efficiency.

But, with that said, it comes as no surprise that content and data lead the way as prioritized techniques. As our own CEO, Lee Odden, often says: “Content isn’t king. It’s the Kingdom.” So for us, these two cornerstones speak to the fundamental essence of modern marketing: understanding your audience and reaching them with relevant, best-answer content that informs, engages and inspires action.

Mobile is a Must

In today’s digital world, I think it’s safe to say that all marketers know the importance mobile plays in their digital marketing initiatives. But when companies or agencies devise and execute their marketing strategies, it typically happens in offices stocked with powerful computers and large monitors. As such, without concerted effort, it’s difficult to gain end-user perspective. But to put it bluntly, it’s no longer an option. It’s an imperative for success.

As Getapp’s report notes, mobile usage surpassed desktop a few years ago and now the gap is growing. Google’s mobile-first index punishes websites that aren’t responsive, and so do the users themselves, who are five times more likely to leave a site that hasn’t been optimized for the small screen.

via GIPHY

Check out our post 4 Elements of a Mobile Strategy That All Marketers Should Pay Attention To for more insight.

Tools of the Trade

Operating in this constantly shifting domain can test one’s mettle. As a marketer, you’re busy enough doing your job and servicing clients or customers; add in a perpetual need to adapt as trends evolve, and nobody could be blamed for feeling overwhelmed.

The good news it that we live in an age of accessible tools for everything. The Getapp Lab report helpfully lists several solutions across categories such as Hootsuite for social media management, HubSpot for marketing automation and MailChimp for email marketing.

So, if you’re struggling with any of the three core challenges mentioned at the outset — lacking resources, conversion gridlock and dwindling reach — it’s worth investigating how new or additional tools might aid your efforts and enable you get more out of existing assets.

If you’re looking for a little help, check out our post on 100+ Digital Marketing Tools to Help You Become A More Effective Marketer.

Other Nuggets Worth Noting

Among the many digital marketing trends in the Getapp report, here are a few others that caught our eyes:

  • Segmented email campaigns have a 14.3% higher open rate than non-segmented campaigns. Are you still relying on spray-and-pray? (Source: MailChimp)
  • Twenty eight percent of marketers consider video to be a key channel for driving growth. I’d wager this figure will at least double within the next year or two. (Source: GetResponse)
  • Technical SEO is important, but 72% of marketers still say relevant content creation is their most effective draw for search traffic. (Source: HubSpot)

Future Fix

In wrapping up its snapshot of where digital marketing stands in 2017, Getapp’s aggregated report concludes with a look ahead, highlighting three frontiers that are distinctly visible on the horizon: artificial intelligence (AI), augmented reality and virtual reality.

While they’re still in relatively youthful stages, these technologies open new possibilities surrounding automated customer service (chatbots!), interactive or experiential marketing (glasses and headsets), gamification and more. For example, when it comes to AI search engine developments at Google, our own Kevin Cotch, SEO Manager, said it best:

“Artificial intelligence will change, and has been, changing how search marketers should be optimizing websites [and content],” he says. “We have a lot of opportunity to focus on aspects that will provide a better experience for our users than traditional tactics like optimizing the metadata of a page. Of course, those metrics will still hold some relevance to search engines, but we can instead focus on what really matters to users.”

Check out our post, Back to the Future: 5 Marketing Predictions That Were Right on the Money, to get a look at where we’ve been, where we’re going and gain hopefully gain some insights that will allow you to put some of the recurring challenges you’re facing to bed for good.

Interested in reading the entire report from GetApp Lab, check it out here.

Right now, what are your biggest marketing obstacles and favorite tools for overcoming them? Feel free to share in the comments section below.

Our Top 11 Content Marketing Takeaways from #CMWorld 2017

Last week, thousands of marketers from all over the world descended on the Rock N’ Roll capital of the world, Cleveland, OH, for the seventh annual Content Marketing World Conference and Expo.

Featuring more than 130 speakers, keynotes and panelists, dozens of different tracks, and a whole lot of orange, the four-day event was exciting and inspiring. And the TopRank Marketing team was out in full-force, providing live coverage, learning from some of the best in the business, dancing to 80s classics and making new connections.

While it’s nearly impossible to distill all the inspiring insights we collected during the event into this one post, we’re going to try. Below we share a handful of insights that really resonated with our team.

#1 – Shoot for resonance — not reach.

Content marketing was born out of the need to satisfy our audience’s thirst for knowledge and to satisfy their questions. But with so much content out there these days — it’s more important than ever to ensure your strategy is hyperfocused on who you audience is, what they need from you, and what will truly resonate — not just reach — your audience.

During his keynote address on opening day, Jay Acunzo, creator and host of Unthinkable.fm, encouraged the room to start thinking ourselves — not just rely on industry best practices — and have a renewed focus on creating content that makes meaningful connections with our audience.

“When we pay more attention to the customer than to the industry, then the customer will pay more attention to us,” Acunzo stated. “[We need to] stop focusing on reach and start focusing on resonance.”

Stop focusing on reach & start focusing on resonance. – @jayacunzo #CMWorld Click To Tweet

#2 – All you need is less.

It’s certainly no secret that we’re living in a world of content abundance. But if we want to create content that really resonates and makes our audience feel something, we need to remember that less is more, according to prolific writer, marketer and speaker Ann Handley.

Using the classic E.B. White novel, Charlotte’s Web, Handley declared the title character the best content marketer in the world. Using just four phrases — Some pig, terrific, radiant and humble — Charlotte was not only able to save little Wilbur’s life, but also make Farmer Zuckerman believe and feel he had something special.

“Think of how Charlotte was able to save a life with just [a few] words,” Handley challenged her audience. “How can we use our words more intentionally? How can we make a difference?”

The bottom line? You don’t need more content. You need better content. Content that helps your audience see, feel, taste, hear and touch the story you’re telling.

How can we use our words more intentionally to make a difference with our content? @annhandley #CMWorld Click To Tweet

#3 – Stories are all around you — and mostly right under your nose.

Marketers often feel they don’t have the time, budget or resources to effectively create compelling, story-driven content. But, according to GE’s Chief Marketing Officer Linda Boff, inspiration is closer than you may think.

As Boff imparted her experience and knowledge onto the crowd during her keynote address, one of her most compelling slides simply said: “Stories are right under your nose — we just might need to change the lense every now and then.”

So, leverage the people, resources and data that you do have to iterate on how you tell your story and come up with new ideas.

Stories are right under your nose. – @lindaboff #CMWorld Click To Tweet

#4 – Give everyone a seat at the content marketing table.

Quality content is the foundation of every marketing strategy. And while you may think the success of your content marketing initiatives rests in the capable and creative hands of your marketing team members, you may be missing out on a big internal opportunity.

According to Jillian Hillard, the Director of Brand and Product Marketing for Electrolux Home Care and SDA, North America, getting the content marketing buy-in of key players from multiple departments can give your strategy wings.

“Everyone needs to have a seat at the table in the beginning,” Hillard said. “This creates community of openness, trust, camaraderie, support and gets everyone excited about the new journey.”

Some of the departments — or characters as Hillard said — that need your consideration could be: product development, sales, finance and customer service.

“Once your organization [as a whole] sees the value, then content marketing becomes contagious,” she said.

Once your org sees the value, then #contentmarketing becomes contagious. – @JillianHillard Click To Tweet

#5 – Design video content to hold attention.

Video content marketing has gone from the next big thing to the current big thing. Brands that pump out a ton of text-based content are now flooding the attention marketplace with video. And just as we had to learn how to make content work for marketing, we’re all still figuring out how to make effective marketing video. That’s where the incomparable Andrew Davis, an author and in-demand speaker, provided some insight.

While we like to think our audience will click play and hang on to the end where our CTA lives, we know they bail early. So, our goal needs to be to occupy their interest and their desire to know over time. And to put it simply, it’s not lack of attention span that causes our audience to bail or become disinterested. It’s the lack of content designed to hold attention.

We earn attention by satiating the audience’s desire to know over time. @DrewDavisHere #CMWorld Click To Tweet

#6 – Influencer marketing success is built on relationships.

Influencer marketing is booming — and it’s not hard to see why. Influencers add insight, credibility and authority to content, as well as help spread your message to new and larger audiences.

But as TopRank Marketing’s own CEO, Lee Odden, said during his presentation on enterprise influencer marketing: “There are a lot of cowboys out there. … A lot of people are just shooting from the hip when it comes to influencer marketing.”

As a result, if you want to create a dynamic influencer program, your strategy needs to have the perfect balances of great content and strong influencer relationships.

“The stronger your relation and community, the stronger the amplification of the content will be,” he said.

Stronger #influencer relationships = stronger the #content amplification. – @leeodden #CMWorld Click To Tweet

#7 – Content should focus on the why — not the what.

During her session, Lisa Mattson, Director of Marketing & Communications for Jordan Vineyard & Winery, shared how their video-centric strategy is winning over their audience. But one insight bomb that she dropped goes beyond video:

Simply put, it all comes down to storytelling. You need a compelling narrative that’s hyper-focused on why your organization does what it does if you want to connect with and engage your audience.

People don’t buy what you do, they buy why you do it. – @lisamattsonwine #CMWorld Click To Tweet

#8 – Prioritize work to guard against burn-out.

As Workfront’s Heather Hurst and Nordstrom’s Erica Gunn put it: It’s time to stop killing your content team. Your copywriters likely have a full plate and asking them to do more with less won’t work for long. So, if you want to keep your team happy and productive, you need to find a balance between what’s urgent and what’s important.

A project management system like Workfront can absolutely help ease this burden, but it’s also essential to make time for unplanned work. Hurst and Gunn suggested planning for approximately 60% of your team’s tasks so you have 40% wiggle room.

Budget time for unplanned work. – @heatherbhurst & Erica Gunn #CMWorld Click To Tweet

#9 – Stop telling your audience how amazing you are.

As comedian and marketer Tim Washer told the room during his session, when we use amazing words over and over again, they have the amazing ability to lose their amazing meaning. So, if you want to create video that is full of joy for your viewer, you need to stop telling people your company is amazing. Rather, you should start telling them stories and let them reach their own conclusion.

Stop telling people your company is amazing. Tell them stories & let them reach their own… Click To Tweet

#10 – Make culture your ‘North Star.’

According to adidas’ Frank Thomas, the digital world is so complex and volatile that our go-to tools for audience identification are no longer sufficient. Personas, scenarios, observed past behavior — they all change as fast as we can construct them.

So, instead of trying to become what an ever-changing audience wants, why not make culture your north star? According to Thomas, if you’re able to define what your brand stands for and you can become a beacon to your most valuable audience.

Instead of trying to become what your audience wants, make culture your North Star. – @framatho #CMWorld Click To Tweet

#10.5 – Creativity can come from anywhere and everyone.

During her presentation on driving sales through content marketing, Estée Lauder’s Executive Director of Global Content Marketing Alicianne Rand put it simply: “Everyone is a content creator.” And we really liked the sound of that. It’s definitely something we believe in. But Rand also said, we need to make sure our strategies and KPIs are a match for whomever is creating or contributing to the content.

A few things to ask yourself as you plan include:

  • What is my overarching theme?
  • What am I trying to promote?
  • What are my chapters?
  • What are my moments?

Everyone is a content creator. – @aliciannerand #CMWorld Click To Tweet

#11 – Data-driven content isn’t about the facts and figures.

Data. Data. Data. It’s safe to say all marketers agree that data provides the necessary insight to help us optimize content performance, personalize content and prove business value. But the thing is: data in a vacuum isn’t insightful or helpful. In the end, it’s not about the facts and figures themselves; it’s about how we shape that data into compelling stories.

According to Analytics Advocate at Google, Adam Singer, that’s where data visualization can come in pretty handy. Singer recommended “storyboarding” your visualizations before you even pull the data in. Nail down who you’re talking to, what questions you’re answering, and the story you’re telling before you create a single chart.

Storyboard your visualizations before pulling in data. – @AdamSinger #CMWorld #datavisualization Click To Tweet

Share Your Top #CMWorld Takeaways

If you were one of the thousands of content marketers in attendance, we invite you to share some of your favorite moments, insights and takeaways, too. Share them with us in the comments section below.