News & Picks From The World of Marketing For November 9 2017

Marketing Today Thursday Nov 9 2017

The Crown Jewels Of A Winning Content Strategy

What is content worth without design and without the appropriate form? Am I the only one thinking about the endless discussion of “marketing” vs. “advertising” right now?

Why are today’s content strategists not also concerned with UX design? Creating outstanding experiences requires more than just design thinking. It has to bring together content, design, and marketing executives because all of them impact the user’s experience….More at

How to Come Up With Content Ideas Nobody Else Has Written About | Marketing Insider Group

How many marketing articles have you seen around the idea that “content is king?” You’ve probably seen dozens of them, all following the same basic structure, sharing the same statistics, and basically saying the same thing over and over.

Hundreds of these articles exist on hundreds of different marketing sites. Coming up with new ideas is hard, so it becomes easy to see what other people are writing about and do the same thing. While not a bad idea, if enough people do this, then every…More at

Only 7% of People Actually Trust Google’s Featured Snippets

A featured snippet is a summarized response to a search engine query that appears on top of results. It’s pulled from a page’s content to include the text that Google believes will best answer your question, and is displayed with the page title and URL.

Let’s say I wanted to find an answer to the question, “Why are dogs so great?” Here’s the featured snippet Google pulled in response to that query…More at

14 Skills for New, Growing, & Mature Content Marketing Programs

Each year, CMI founder Joe Pulizzi covers the essential roles you need on your content marketing team. It’s one of those posts that is consistently well received because it hits a nerve: Whom do you need on your team to make content marketing work in your organization? I had the pleasure of thinking through this question in more detail when Joe asked me to speak about creating the ultimate content marketing team at Content Marketing World 2017. While I shared a framework useful…More at

Personalised ad campaigns: Examples from Argos, 20th Century Fox & Microsoft | Econsultancy

Comprehensive, authoritative and easy to digest, Econsultancy’s award-winning research offers practical advice on all aspects of digital business, marketing and e-commerce. Subscribe Now Browse all Research Browse all Research Econsultancy subscriptions are designed to help individuals and teams make the most of digital. More from our Blog Our market-leading Digital Pulse newsletter is an invaluable…More at

6 Things You Need Before You Ever Start Publishing Content

A vast majority of marketers — 91 percent, to be exact — reported this year that their organization does some form of content marketing already. If you’re in the minority that hasn’t yet invested in content, you’re probably either certain that content just doesn’t make sense for your business (which I find hard to believe), or you’re planning to make the investment in the near future. Whether you’re looking to invest soon or you’re preparing to adjust your current…More at

Salesforce and Google Partner to Connect Sales, Marketing and More for Business

One of the most important features of today’s collaborative workforce is access. And when two of the largest companies in their respective fields form a partnership to address this very point, it highlights its importance. Google (NASDAQ:GOOGL) and Salesforce (NYSE:CRM) have formed a strategic partnership to give their customers a smarter and more collaborative experience in the cloud. Google and Salesforce say as cloud-native companies this partnership will deliver better business outcome…More at

Paid-Search Clicks by Device: Desktop, Mobile, Tablet | Marketing Study

The proportion of clicks on Google paid-search ads originating from smartphones increased significantly between the third quarter of 2016 and the third quarter of 2017, according to recent research from iProspect. The report was based on 3Q17 data from 2,500 Google AdWords and Bing Ads accounts representing more than 220,000 active campaigns in both search- and shopping-ad formats. Some 61.9% of all 3Q17 Google paid-search clicks analyzed originated from smartphones, up from 53% in 3Q16. Clicks…More at

5 Surprising Paid-Search Insights To Help You Win The Holidays

Get the most important digital marketing news each day. Whether you are ready or not, here come the holidays! Black Friday is only three Fridays away, and it — along with the holiday season more generally — is one of the best times of year to get your products in front of the millions of shoppers searching for the right gift at the right price. Recently, my colleagues at Bing Ads and Merkle led an enlightening presentation on strategies for making the most of your paid search campaign…More at

The 23 Best Facebook Marketing Campaigns We Could Find

Social media strategies have become a critical element of any comprehensive marketing and media campaign. With so many social media avenues, brands and marketing people are showing keen interest in developing strong campaigns by investing heavy budgets. Despite the options available, Facebook remains the strongest among them and always is a strategic part of any social media strategy. Over the years, Facebook has evolved so much that it has allowed brands to create history by working on some of…More at

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