B2B Marketing Blog

A quick guide to creating an audio SEO-friendly podcast

By |2023-04-05T10:46:37+00:00January 22nd, 2020|

topicIcon SEO

John Doe

Architect & Engineer

We love that guy

A quick guide to creating an audio SEO-friendly podcast

 

2019 was the year Google made two serious updates to its search engine: adding playable episodes in search results alongside the usual sites, images, and news, and implementing BERT that will affect about 10% of search queries with its focus on a better understanding of natural language/conversational queries.

Both are a big deal and in this post, I’ll focus on the former and the effect of audio SEO for now (with me hosting a podcast and all that – makes sense, right?).

First off – why should you care? After all, Google showed podcasts in its results before.

The key difference here is the word playable. Users are now shown results based on the content within an actual podcast episode, as opposed to displaying results based just on the title or metadata which was previously the case. Hence, now would be the right time to start thinking about audio and podcasts in your overall SEO strategy.

How it works

The background process is based on Google’s understanding of what is being talked about on a podcast, which means audio SEO is important and will grow in importance over time. I think we can all agree that if there’s one company that can make sense of countless hours of audio content and come up with relevant data, it’s Google.

Here’s how the search looks like:

The top carousel features the podcasts in the respective category/series, with each tab opening a new search for that particular podcast. There is also a dedicated ‘Podcasts’ carousel, which features playable episodes straight from the search and seems to be based on a number of things: podcast title and description, episode title, and content of the episode.

 

helping you navigate your startup to marketing stardom

The system isn’t perfect: right now, the term “podcast” is pretty much mandatory in the search in order to see the results for episodes. However, Google will soon expand on this and create a more intuitive search experience.

Factors that boost audio SEO

Audio SEO is at its super-early stages but there are some indicators that seem to be affecting the ranking:

  • Quantity – more episodes means more chances for a top place in search results.
  • Length of episodes – shorter episodes are better as they can ramp up the quantity more easily, plus they’re arguably the quicker route to an answer from a listener’s perspective.
  • Quality of recording – because Google is leveraging its speech recognition system to transcribe content, clean and quality audio is a must for successful transcription.
  • Keyword-optimized titles – basic SEO will always be necessary, particularly in cases where you want your episode title and description to match queries with a high search volume.
  • Famous guests – having a top performer in its respective industry or a bonafide celebrity as a guest is going to help rank higher because people are like that.

The advent of audio SEO and podcast-oriented search tweaks means there is less real estate for those blue links we’re all so accustomed to. With a little bit of effort, these tactics can help you raise your podcasting to another level and grow your podcast in popularity. Make no mistake – it’s a demanding, time-consuming effort (speaking from experience here) but it will be worth the investment.

The most important thing to remember here is that regardless of the changes Google implements to its algorithm, make the show for the listener. Don’t fall into the trap of optimizing for a web-crawler. Stop what you’re doing for a second and look back on how podcasts exploded despite various discoverability problems and competition from social media, video, blogging, and the likes. Nothing beats quality content.

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Why Google’s E-A-T Rating Matters and How to Improve It

By |2023-04-24T12:38:39+00:00December 13th, 2019|

topicIcon Blog

John Doe

Architect & Engineer

We love that guy

Why Google’s E-A-T Rating Matters and How to Improve It

 

E-A-T rating is one significant aspect of Google’s continuing attempts to “make” businesses, brands, and content creators of all kinds create useful content by focusing on quality. Because quality can be subjective, the search engine company uses Quality Rater Guidelines to make the content better for actual human users, instead of search engines (those guidelines are super underrated if you ask me – I’m willing to guess most people don’t know they’re public domain).

So, the emphasis is on:

  • Expertise
  • Authority
  • Trustworthiness

Why is this important?

Basically, Google’s mantra goes like this:

Highest quality sites and pages have a very high level of expertise OR are highly authoritative OR highly trustworthy 

In other words, if you’re looking to score a quick win, you’re outta’ luck. Going by E-A-T’s framework means taking time to build and nurture as it implies a gradual growth of a positive/relevant online presence in the most natural way. So, focusing on these three pillars is the smart thing to do if you want your pages to rank high for the most relevant search queries in your industry.

How do you create E-A-T content?

When it comes to page quality rating, the main thing is to understand the true purpose of the page. Hence, having a beneficial purpose for any type of website means providing valuable information on a specific topic. In turn, it means your hypothetical E-A-T rating will boost your chances of ranking well.

Now we come to the interesting stuff: what makes you an expert and authority on a particular subject, and trustworthy at that?

Expertise refers to being knowledgeable AND communicating effectively – knowing what’s what while engaging your audience through optimal delivery. To create expert content, you need to perform keyword research to figure out what your audience is looking for, and then try to understand their intent. It’s crucial to find that sweet spot: not too simple and not overly comprehensive. As always, make your content easily digestible through the magic of formatting and visual/aural aids.

Authority relates to being a source of information for relevant topics in your industry. Naturally, that largely includes linking or more precisely, building domain authority through links from equally high-ranking E-A-T websites. Besides that, simple mentions and consistent social shares are also signs of increasing authority.

Trustworthiness is a bit trickier as it includes a number of things. Some, like having positive reviews for your business or lack of any form of negativity attached are fairly obvious. Others, like having a clear privacy policy and ToS or proper implementation of HTTPS, are not. Everything matters, from a physical location attached to the business to linking out to other authority sites.

Quick tips on how to improve your E-A-T ranking

If you’re in the habit of sharing information, here’s what you can do to incrementally grow in the eyes of Google:

 

  • Have an author and bio included – Google wants to know who is behind the wall of text so it can “check” it has the necessary expertise and grade content accordingly.
  • Build your personal brand – while it won’t hurt you per se, it will place other authors with a positive reputation ahead of you. Use storytelling to connect with your audience, interact with it on social media, and always post on trusted platforms to earn third-party endorsements.
  • Trim or tweak low E-A-T content – now this can actually hurt you in terms of your website’s overall score. In cases where you can’t attribute your page(s) to an expert/authority, it’s best to just cut them

Pro tip: add your personal touch (experience, events, stories, etc) to show you’re an expert on yourself (and it works like a charm).

That would be a quick rundown of the E-A-T ranking. It’s a holistic approach, an ongoing process of fine-tuning your content so that the right pages rank well. Do it right and others will have a tough time taking you down from the top search results.

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Basic SEO tips any content writer should know

By |2023-04-05T10:48:09+00:00November 7th, 2019|

topicIcon SEO

John Doe

Architect & Engineer

We love that guy

Basic SEO tips any blogger should know

 

In my years as a content manager here at Bold, I’ve overseen the creation of hundreds of blogs, written by dozens of different writers. As I come from a journalistic background, it took me time to realize search engines need to be considered.

It’s always a matter of finding the right balance as the quality of the content comes first, but we want to consider best practices and not be oblivious to them. Just like in the publishing world there’s always a conflict between the editorial and commercial departments, in the marketing world there’s a conflict between the SEO managers and the content ones. I think at Bold we’ve learned to find a healthy balance and we play together well.

Getting your content optimized so that Google and the likes understand what it’s about and getting it in front of more eyeballs is critical. I’m writing this post to help content writers out there bear search engine considerations when writing content. Follow these and you should be fine.

So, what exactly can you do to lay a solid foundation when writing content?

Basic SEO starts with your link building – consider what other content on your website can be relevant to link to

Links are super important for a number of reasons. Out of those numerous reasons, the fact that links are one of the key ranking factors in Google’s search engine algorithms stands out. Mind you, this is despite the increasing complexity and evolution of search algorithms throughout the years.

The main aspect of links is link building which is not so basic but being a good sport that I am, I’ve linked to Moz’s comprehensive take on it. For now, all you need to know is that websites with more backlinks tend to earn higher rankings, which is something you can’t fully control.

What you can do is internal link building. Think of links as some sort of signals that let a search engine know your blog is a quality resource worthy of reference. Hence, you want to intentionally link to your contextually relevant blog posts and pages directly. This practice also includes linking to other sites with relevant content. After all, you can’t expect to receive traffic from others if you’re unwilling to give it first.

Does that mean you should load up your site with links? Absolutely not as Google and other search engines actually issue penalties for having too many links. Focus on doing it sparingly and contextually, and link from high-quality, trusted websites that the search engines place more value when boosting rankings than questionable sources.

That is one questionable pet-friendly iguana.

Leverage keywords like a champ

Everybody knows keywords are the central part of every SEO effort. But did you know they can be implemented almost anywhere on your site?

Start with the headlines of your posts. For example, let’s say you’re working in a keyword “basic SEO tips”. This post is an example of one such keyword-based title that contains my focus keyword. The issue with SEO-optimized headline is the appeal factor: it’s not going to be as eye-pleasing as it can be. However, you can balance it out by placing your keyword as close to the beginning as possible and being creative so that the end result is a descriptive and clickable/catchy headline. Don’t force it, prioritize quality and clarify, but always have the keywords in mind.

Pay attention to your meta descriptions as they represent another opportunity to employ the keyword in a natural, yet compelling way. While these don’t affect ranking directly, they are important because ranking is only one part of the job. People still need to click on your post and meta description, as a part of the search engine listing, acts as an advertisement for it. Hence, it’s very important that coupled with the headline, it precisely represents the created content.

Don’t forget the images. Google has an entire section dedicated to them, which is why it would be wise to use the right keywords both in your image names, alt text, description, and accompanying text like the caption, if possible. The point is to be relevant as that’s what people search for, all the while avoiding keyword stuffing.

For example, ‘desert trip’ would be fine if you write about travel.

How you optimize your content matters

By content, I mean everything that forms a blog post, starting with the URL. Take a look at this post’s URL: https://blog.boldigital.com/blog/basic-seo-tips-any-content-writer-should-know

The structure makes it easy to understand for both search engines and visitors. Just words and dashes, instead of numbers, underscores, and other characters that are search engine-unfriendly. URLs like https://boldigital.com/article652773 not only look ugly, they’re bad for SEO.

Other elements you can optimize are subheadings or header tags – HTML elements used to designate headings. Just like the headline should include a primary keyword or phrase, so can the subheadings include your secondary keywords where it makes sense and introduces the following content you discuss. You might want to check Matthew Woodward’s On-Page checklist here for more tips.

User experience is a factor, too

User experience (UX) affects search engine rankings both positively and negatively. As more visitors bounce/leave your site, Google and others interpret that as a bad sign. Just so you know, there are a lot of things that affect UX. One simple approach to it is to keep your visitors in mind when you optimize your blog.

First and foremost, increase your blog’s loading speed by getting rid of things that slow your page’s load times. These may include unnecessary elements such as video players, oversized or uncompressed photos and fancy graphics, as well as a staple of blogs: various plugins. Better hosting might also do the trick. You can also get an accurate read on your page speed by using Google PageSpeed Insights.

The tools tagline ‘Make your web pages fast on all devices’ implies your blog’s mobile version should be on par with your desktop offering. With more and more traffic coming from mobile devices, it’s vital to keep your blog updated according to responsive and adaptive mobile scripts. Once more, you can test thanks to Google and its Mobile-Friendly Test tool.

Finally, the design also has a role in having an SEO-friendly UX. You want to keep it simple and clean, especially in a blog where content should be the star of the show. When it comes to monetization, don’t go crazy with ads as they can use precious space and as such, annoy and alienate visitors.

Consider Audio

When thinking about user experience, also keep in mind that some people may not have 20/20 vision. Others spend a lot of their time driving, or doing other things that make looking at a screen impossible. See where I’m going with this? Websites are increasingly offering other ways for their visitors to consume the content, such as audio players that can read the content for them. One of the great things audio can do for your SEO is to keep the visitors on the site for longer. Longer times spent on page are a good signal to Google! As a writer, you should keep in mind that a bot may end up reading your article for someone, so keep the sentences clean and simple and easy to digest for anyone!

Also, it’s important to know that there’s a lot of work to be done on voice optimization, so if you’re interested, make sure to read more about it here.

Be proactive

In essence, you have to take full control of your content and fill in the SEO gaps wherever they are. The beauty of these tips is that you’re doing most of the work anyway – why not put in just a little bit of extra effort and make your blog SEO-friendly

Image credits:

https://giphy.com/gifs/wtf-lost-control-13l6Qt7Lk1GjKg

False advertising

https://www.flickr.com/photos/jaydubproductions/15109211148

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How to leverage Google NLP API for content optimization

By |2023-04-05T10:48:39+00:00October 6th, 2019|

topicIcon Content Marketing

John Doe

Architect & Engineer

We love that guy

How to leverage Google NLP API for content optimization header

 

If you haven’t heard or used Google NLP API, you’ve seriously missed out on a great opportunity to optimize your content. Here’s your chance to rectify that oversight.

Google NLP API is a free tool that uses machine learning to analyze text and reveal insights based on its structure and meaning (well, technically it’s a tool for enterprises that isn’t free but this post will cover how you can leverage the tool demo). You can use the tool to get a better understanding of social media interactions and customer conversations and maybe most importantly – the underlying technology is the same Google uses for its search engine, meaning it’s a perfect way to have your content truly optimized.

How, you ask? By following these guidelines:

1. A keyword is still the most important part

How you start your campaign is likely how you’ll finish it. Targeting keywords with no search volumes is throwing money (and time) down the drain. When picking the right keyword, always adhere to these rules:

  • Low keyword difficulty/competition to make it easier to rank on the first SERP
  • High search volume, depending on the niche
  • Couple relevancy with intent for more precise targeting

2. Check out the top results

Having a top-ranking website means taking care of a number of ranking factors. It’s always a good idea to check out what google provides as the top results for your target keywords in order to follow suit and match the intent. For this exercise, we’ll search for ‘growth hacking small business’ and copy an entire page’s content from a website that ranks first in Google.

google search results page screenshot for growth hacks small business screenshot

3. Analyze in Google NLP

This is where things get interesting. Paste the content in the Natural Language API demo box and press ‘Analyze’.

The tool will categorize the content into four elements:

  • Entities
  • Sentiment
  • Syntax
  • Categories

Entities’ lists people, organizations, numbers, and other entries (entities) in the text, and generally helps with the selection of important words for your niche. Words with salience (the importance of the entity to the entire text) above 0.00 are typically a good pick for your niche (the maximum score is 1).

The ‘Sentiment’ category highlights positive (green), neutral (beige), and negative (red) sentences based on their sentiment, along with a magnitude score (ranging from zero to infinity) that shows the strength of sentiment. Both positive and negative sentences relay useful information about the content on a scale from -1.0 to 1.0. That’s where most of your focus should be, while neutral sentences refer to the type of content that is common knowledge.

‘Syntax’ correlates the structure of each sentence with plenty of diagrams.

Finally, ‘Categories’ shows if your content belongs in the right category or niche you are ranking for with a Confidence score (from 0.00 to 1). Your aim is to change the wording so that your content fits your niche if your score is low.

Bonus tip: use a Google spreadsheet for easier organization.

Roll up your sleeves and optimize

And that’s pretty much it – now it’s time to put Google NLP API to good use based on well-ranking content you gathered. This practical tool is very easy to apply and can help you improve the precision of your writing ability when it comes to specific niches and categories. That’s all you can ask for, isn’t it?

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Inbound 2019 Recap

By |2023-04-05T10:49:21+00:00September 6th, 2019|

topicIcon Inbound Marketing

John Doe

Architect & Engineer

We love that guy

INBOUND 2019 Recap header

 

Inbound 2019 was incredible. It’s was a chance to take a 3 day break, learn, develop and get inspired by and from like-minded people. So much was going on. Elizabeth Gilbert was there, talking about the importance of relaxing, setting priorities, setting boundaries and having a visceral knowledge that “it’s all going to be alright”. Alex Ohanian, co-founder of Reddit spoke of the importance of gender equality, the struggles of combining motherhood and career and his vision of implementing paid maternity lives for dads in corporate culture (I think his wife Serena Williams should at least get some credit for this feministic approach). Jennifer Garner and John Foraker from once upon a farm spoke about leading a startup that’s a purpose driven company.

There were talks and breakout sessions and networking events, HubSpot as always proved they’re the kings of content.

While it’s still fresh in my head, I’m sharing the highlights from the 6 talks that left the highest impact on me. Here goes.

1. Marcus Sheridan –  Magical content: 7 secrets to content that generates the greatest results, ROI and lasting impact

 

Marcus Sheridan is the author of the bestselling book “They asked you answer”. The book became known as the bible of inbound marketing. He’s also partner of Marcus Sheridan international and of the global marketing agency IMPACT.

Marcus spoke about how most content fails to generate real results and ROI. The reason, as he sees it is companies’ lack of willingness to address their buyer’s most basic questions.

He detailed “the big five” – the subjects that move every buying decision, in every industry:

  1. Cost – when you’re not sharing the cost of your product or service on your website, you’re making the buyer feel frustrated and that you’re wasting their time. Most companies feel uncomfortable sharing their pricing. Common excuses are:
    • Excuse: They don’t want their competitors to find out. Answer: everyone knows their competitor’s pricing so it’s not really a secret worth protecting
    • Excuse: They don’t have one size fits all costs. Answer: no problem – write a range
  2. Problems  – openly talk about the problems with your service/product. This is the greatest way to build trust. Your content should feel unbiased – the most effective way is to discuss who your product or service is NOT for.
  3. vs/comparisons – your potential buyers are doing comparisons anyway – make it easier for them
  4. Reviews – Be outrageously honest. Explain the pros and cons, so people can decide which is the best choice for them.
  5. Best – Your content should have a singular obsession with the customer (and no one else). It should never try to sound smart – that deters people. Be real, create content that resonates. Address their obvious fear and reservations.  For example, when filling out a form on a site there are fears of getting interrupted. Create a video that addressed their fears and is titled “see exactly what will happen if you fill out the form”.

  1. A very awesome example of such video

This was a very practical talk that I plan on implementing ASAP. I’m also excited to say that Marcus will be interviewing on my podcast so stay tuned.

2. Larry Kim –  3 growth marketing principles for creating your unicorn

Larry is the founder and former CTO of WordStream that was acquired by USA Today, for $150 million in July, 2018. He’s currently the founder and CEO of MobileMonkey a Facebook Messenger marketing platform. Larry is all about building unicorns and in a fascinating talk he shared actionable tips on how to do just that:

  1. Be somewhat delusional – big ideas = big results. the power of projection. This works because you get the right people around you. The people who are inspired by your crazy plan. They can make your dream a reality.  It helps force epic change.
  2. Epic change – You need a completely different and better product. Create a unicorn growth hack to create unicorn conversion rates. For example, in WordStream they used a grading tool for lead collection instead of asking people to fill out a form.

Here’s how he broke down unicorn conversion rates vs “donkey” ones:

unicorn conversion rates vs “donkey” ones

Typically a small percent of our work generates the largest percentage of our results. In every blog, a small number of stories (10%) generate most of the traffic to the blog (60%). The same goes for social media, and for email marketing, once in a while, you have something that performs much better than the average.

Larry Kim top email subject lines last quarter

Example of one email that outperforms the rest dramaticall

And once you hit jackpot, what should you do? Make unicorn babies! once you find a growth hack, clone it and get leverage off your successful ideas.

Gotta love unicorns. I’m excited to say that Larry too will be coming on my podcast.

Those swings are a myth. Not once did I get a chance to sit on one. Always occupied. 

 

helping you navigate your startup to marketing stardom

3. Brian Halligan – New type of disruptors.

Co-Founder of HubSpot Brian Halligan spoke about a new wave of massive disruption that’s happening these days.

Disruption as a business concept is talked about in the book “the innovators’ dilemma” by Clayton Christensen, and is being overused these days.

Nowadays there are companies that are experience disruptors. How they sell is why they win.

Those companies share 5 things:

  1. Focus on “experience market fit” (rather than product-market fit). Example: the company Carvana – they took the cringe-worthy process of buying a car and provided a great experience.
  2. Frictionless. “Dollars flow where the friction is low”. These companies are good at pulling the friction out of the flywheel to get it to really spin. Example: Atlassian – a B2B SaaS. Their marketing department focuses on generating active users and not leads. They removed negotiations from the sales process.
  3. Personalization. They all have a hospitality approach. Example: Netflix. They avoid buyer personas. They replaced personas with data to personalize the experience.
  4. Selling through customers. Not just to customers. Example Glossier: good at encouraging customers to create content.
  5. They’re business model busters. They rethink the old business model. Example: Chewy, they have an amazing return policy – “keep the wrong size, give it to a friend we’ll send you a new one with the right size”.

All disruptive founders embrace unconventional wisdom. They’re about adding value. How they sell so why they win.

Love it.

4. Darmesh Shah – Facing fears: Growing better by growing bolder

Darmesh, the other co-founder of HubSpot, spoke about the five fears that you need to face on the path to growing better:

  1. Fear of commitment – a hesitation to commit often stems from wanting to hedge your bets. When you commit to nothing you compromise everything. Commitment is crucial.
  2. Fear of differences – the best possible time to build a diverse team is right away. Being different is not just ok. It’s better.
  3. Fear of change – the future of work is about flexibility

  1. HubSpot have over 200 remote employees. Remote is a sought after feature. You can open up the pool of talent when you recruit remote employees.
  2. Fear of disappointing – it’s ok to disappoint some people by focusing on specific products and ditching other products. Too much choice is friction. Don’t be afraid to disappoint a few in order to delight many.
  3. Fear of inferiority – build trust, deliver the experience, all the experience and nothing but it. You’ll always have competition, maintain trust and you’ll win.

5. Marc Ensign – Stop “standing out” and start getting paid: how to build a personal brand they can’t ignore

Marc is a speaker and advisor who specializes in leadership and personal branding. He says standing out means nothing unless you are chosen (examples are Elon Musk, Gary Varynerchuc, Oprah, Tony Robbins etc). Marc’s core message is that there are 3 foundations for building a personal brand:

  1. Identity – you are able to clearly define who you are and what your brand stands for in a way that’s inline with your authentic self. People want to know that you got here but that you went to hell and back to get here. Questions to ask yourself:
    • Who am I here to save? (vs who is my target market)
    • What is keeping them up at night? (vs what problems do they have)
    • How can I help them in a way that’s unlike anyone else? (vs how can I solve their problems)“You can’t leave behind someone else’s fingerprints when building a legacy”
  2. Visability – the ability to command attention by visually communicating your identity in a way that’s consistent in everything you do. Look at everything that you’re doing through the lens of your identity.
  3. Authority – you are the clear leader within your industry and you have the credibility and evidence to prove it. The hard part is deciding what to do, where to be present. The answer: pick what’s most comfortable to you. When you’re uncomfortable people sense it. Build relationships and be generous – put your stuff out there with blind faith that if you’re out there and sincerely want to help people, it will show in everything you do and people will relate and respond. Get to a place where people love you.

6. Dan Gingiss – Don’t just create content, create experiences!

Dan is the author of the book “Winning at social customer care: How top brands, create engaging experiences on social media”, the host of the Experience This! Podcast and a regular contributor to Forbes.

The competition for content is super hard. Dan suggests to focus on existing customers, when creating a remarkable experience for them, you win. Nobody shares an average experience. People share things that they love and that they can’t stand.

30% of customers say that after a bad experience they’ll post a negative review online. 50% (!) say they’d post a positive review. Nowadays the customer experience bar is on the floor. That’s an opportunity to step over the bar and stand out.

The wise approach – Witty Immersive Sharable and Extraordinary

  • Witty – being clever and a little bit different. Sometimes changing a word can make a world of a difference “we’re probably the lowest price in the city”
  • Immersive – get customers to feel your brand in their bones. Example: a startup called imperfect produce – they sell fruit that have a distorted shape and so can’t be sold at grocery stores. They track individually how much produce you’ve saved and helped the environment. They send customers the info.
  • Sharable – example: punkpost.com – a hand created thank-you card service. When people receive the card they hang it in their office as it’s a piece of art.
  • Sometimes it’s enough to add a hashtag to your collateral.
  • Extraordinary – the best way to be extraordinary is to reduce customer effort. Reduce friction. Example: Hilton hotels have a floor light that turns on with a sensor when people step down from bed to go to the bathroom.
    Another example: Chewy (twice mentioned in this context in one conference). A customer gave a negative reviewed and they:

    • issued her a refund though she never asked for one.
    • suggested four other kinds of products that the customer might prefer
    • sent their love to the customer’s cat
    • asked her to send a pic of her cat to the hall of fame they have at their office.
      Even though she left a negative review – where would she go next time she needs to shop for her cat? That’s extraordinary.

In order to be WISEr, once you’ve created all of these great experiences – be Responsive. If someone compliments your brand in public and essentially write you a commercial – you should at least write back to them. You wouldn’t ignore a compliment in real life, don’t do it on social media. Not responding causes 15% churn.

Example of responsiveness from Southwest Airlines

Example of responsiveness from Southwest Airlines

To practice what he preaches Dan handed out cards that invite people to give him feedback for the talk and inviting to an invitation only webinar if they fill out the feedback on the day of the talk.

Final thoughts,

I’ve learned a lot these past few days. I make it a habit to read industry blogs and stay up-to-date, on a daily basis, which makes me wonder why conferences with good content are beneficial. But they are. There’s always something different about taking entire days off for sheer learning. I’m off to implement. You’re welcome to join me.

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Top 5 Marketing Conferences To Attend Before The End Of The Year

By |2023-04-05T10:49:54+00:00August 30th, 2019|

topicIcon Digital Marketing

John Doe

Architect & Engineer

We love that guy

Top 5 marketing conferences to attend before the end of the year header

 

It’s an exciting time for marketers as we’re approaching a busy fall season teeming with events dedicated to the industry specialists (and all others who are interested).

I love attending conferences as it’s an opportunity to zoom out and reflect. You’re shown by an example. I think that when you travel (business or pleasure) it changes you, puts life into perspective, triggers growth, self-belief, and strength in your mind.

However, since we can’t always be on the go and can’t always attend conferences, I picked out five of the most interesting marketing get-togethers worth visiting this year and arranged them by order of occurrence for your convenience. Here goes.

Man talking at a conference microphone

This was a very practical talk that I plan on implementing ASAP. I’m also excited to say that Marcus will be interviewing on my podcast so stay tuned.

1. Hubspot’s Inbound

Organized each year by our beloved HubSpot, Inbound is my ultimate favorite conference. It’s like a Disneyland for marketers. This major conference focuses pretty much everything marketing teams and c-levels in companies across the board need to know in order to step up their growth game. Taking place in Boston, Massachusetts, from September 3-6, it will feature over 250 educational sessions on the newest trends in marketing, sales, and customer success.

Inbound is a great place for reflecting from new perspectives on the opportunities and challenges in the field of marketing, especially found in one’s own business. This is why I’ve kept returning to it for years now – this will be my fourth year attending it.

Noa Eshed taking timeout between sessions at Hubspot Inbound 2018

Taking timeout between sessions at Inbound 2018

This year’s event will feature some well-known names such as the accomplished journalist Katie Couric, actresses Jada Pinkett-Smith and Jennifer Garner, and John Foraker – who with Garner co-founded Once Upon a Farm, as well as Reddit co-founder Alexis Ohanian, just to name a few.

2. Hawkefest

Hawkefest is an unusual e-commerce industry event that will take place on the Houdini Estate in Hollywood on October 3. This “anti-conference”, as the organizers call it, will have a circus tent for its keynote speeches. In addition to interacting with industry peers, the guest will experience immersive entertainment activities, gourmet cuisine, and a top-shelf open bar.

The participants will share their thoughts and experiences about a range of topics covering:

  • fundraising and finance
  • company culture
  • marketing
  • product
  • operations
  • technology
  • emerging industries, and more.

helping you navigate your startup to marketing stardom

High-profile speakers include True Religion’s CEO Chelsea A. Grayson, VynerMedia’s Chief Media Officer Jeff Nicholson, and many others.

3. B2B Marketing Forum

On October 16-18, Gaylord National Resort and Convention Center near Washington D.C. will welcome on its soil “leaders, innovators, and people who make things happen”. There they will discuss the latest trends in B2B marketing and share their success secrets.

This is where the B2B magic will be happening.

Over 1,000 attendees will partake in workshops on topics such as:

  • content strategy
  • demand generation
  • email marketing
  • marketing strategy and planning
  • storytelling
  • sales and marketing alignment.

If you choose to attend this event, you’ll have the pleasure of hearing such individuals as Neen James, an accomplished author named top 30 leadership speakers by Global Guru for several years.

She will join the crowd with other keynote and featured speakers like Ann Hadley, MarketingProf’s Chief Content Officer and Wall Street Journal bestselling author, Cliff Lewis,

the Executive Creative Director at Godfrey, Jay Baer, the president of Convince & Convert, and many more.

4. SMX East

Taking place on November 13-14 at the New York City’s Jacob K. Javits Convention Center, SMX East is a conference generally oriented toward search marketers. That said, it offers plenty of valuable content and experiences to everyone with a desire to learn more about the topic. In over 90 sessions, visitors will have the opportunity to get a deeper understanding about SEO, SEM, CRO, attribution, analytics, content, mobile, and other matters related to generating more traffic and higher-quality leads, increasing conversions, making stronger sales, and more.

This year’s event will bring two brand new content concentrations:

  • agency operations and management
  • local search marketing for multi-location brands.

Some of the noteworthy speakers include Google’s Search Advocate Daniel Waisberg, Microsoft’s Senior Program Manager Frédéric Dubut, as well as SparkToro’s CEO Rand Fishkin.

5. Digital Marketing World Forum

On November 25-26, RAI Amsterdam’s Elicium Center (Europe’s largest conference center btw.) will become the hub for exchanging ideas concerning the future of digital marketing technologies.

Marketing specialists and enthusiasts will get a chance to discuss topics including:

  • content and digital brand strategy
  • data and disruptive tech
  • e-commerce
  • UX and CX
  • influencer and social media marketing.

At the Digital Marketing World Forum, you’ll find experienced folks from big companies, such as Monika Matuszevska – the Digital Manager at L’Oreal, Marene Arnold – Mastercard Netherlands’s Marketing and Communicating Director, Booking.com’s Content Strategist Sade Laja, and Diogo Miranda – TomTom’s Head of Social Media and Advertising.

Final thoughts

Whichever conference(s) you choose to attend, I hope you enjoy and bring home some useful experiences and insights, as well as valuable connections. And who knows, maybe we’ll even run into each other!

Image credits:

https://giphy.com/gifs/community-call-response-bhTJKZWkeKwiQ
http://mpb2b.marketingprofs.com/

 

 

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Growth Hacking Reading Recommendations Fresh From the Oven

By |2023-04-05T10:50:32+00:00July 29th, 2019|

topicIcon Blog

John Doe

Architect & Engineer

We love that guy

Growth Hacking Reading Recommendations Fresh From the Oven (1)

 

A while ago I stumbled upon a guide of 56 growth hacking resources to follow by Roy Povarchik. Prior to encountering that guide I had been following several resources and subscribed to quite a few newsletters but I didn’t have a system in place for staying on top of my game. I was playing defence rather than offence with respect to my online knowledge consumption. I’m a huge believer in routines and this guide was a missing piece in my puzzle as it helped me set one up.

I added those 56 resources to a feedly account and started visiting it daily, saving stuff I’d like to read and allocating an average of 2 hours weekly to doing so (actually reading). Recently, I’ve also added zest to my established ritual, which provides me a daily dosage of carefully curated community and AI personalized reading recommendations (the latter sentence sounds like a “message from our sponsor” but it’s not. Though I am bias in the sense that I think very highly of zest’s founder Yam Regev, even more so after interviewing him to my podcast).

In this post I’ve decided to share the top blog posts I’ve read in July that have helped me grow my knowledge and I think would be valuable to my readers. If I get feedback that this is indeed helpful, I’ll do this more often. Here goes.

How to write a welcome email and welcome new subscribers to your email list

I’m always experimenting with new welcome emails and automated subscriber workflows that help progress and qualify subscribers to marketing qualified leads. Anyone who’s subscribed to the Bold newsletter has experienced receiving an automated sequence from us. It’s proving a superb way to tap into the opportunity of people raising their hands asking to hear from you (for some of our SaaS clients we’ve taken this to very elaborate levels of personalization but I’ll leave that for an entire blog post). This article by leadpages provides great tips on how to craft that initial welcome emails, what to pay attention to and pitfalls to avoid. I learned a few new things and I think it’s a good read.

How we leverage out of the office responses to generate 42% more meetings

This post by amplemarket is actually a great example of inbound marketing done right. The guys at amplemarket provide great tips on how to turn lemons to lemonades when it comes to out of office auto responders (let’s admit that at most, sales teams typically add a task to follow up when the person they’re trying to reach returns). The post opens up your mind with actionable tips on how to take action on the spot. They explain by using their own tools (the great inbound marketing part) but it’s of course possible to also apply with other tools. At the very least, it’ll give you food for thought.

 

helping you navigate your startup to marketing stardom

Crafting a sales deck that sells

In a brilliantly written and structured article, Gilles DC shares golden gems for one of the most important resources of any company – the sales deck. So much has been written on the subject and this article truly stood out for me (and I’m no stranger to the topic – I’ve taken several sales courses both online and offline. As well as several HubSpot trainings and bootcamps). For the impatient readers (who isn’t) Gilles also adds a TLDR to every section of the post. I admit I initially planned on skimming and only reading those but ended up settling to read the full version. You welcome.

Is staying above the fold still relevant in website design

This one was an eye opener for me. I’ve been religious about stuffing all messaging above the fold and in this post Liz Murphy made me rethink this. She says “We may live in a world where buyers are doing their damnedest to avoid talking to someone in sales…” The major takeaway here is that people are more focused on engaging with a brand and educating themselves. They’re ready and expecting to spend time scrolling and absorbing information on your website to help them evaluate if you’re the right match for them.

Tapping into the daily habits of your readers with audio content

Ok this last one isn’t a feedly/zest discovery. Trinity Audio are a client and working tightly with them I’ve become a huge advocate of the audio revolution going on these days. In this post you’ll learn why it’s crucial to at least consider providing your readers with an audio experience.

That just about wraps it up. I hope you’ll find these content pieces as valuable as I did. If there are blogs you recommend following, remember that sharing is caring.

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Why taking money from friends and family makes you a shitty person

By |2023-04-05T10:51:14+00:00June 5th, 2019|

topicIcon Blog

John Doe

Architect & Engineer

We love that guy

Why taking money from friends and family makes you a shitty person (1)

 

I know this post is going to upset some people – we all want to feel we’re doing the right thing and it’s super offensive to hear that despite this being the norm, if you’re basing your initial startup’s funding on your friends and family – you’re being very unfair and selfish.

If you’ve already done it – I wish you and everyone involved the best of luck. I really do. If you haven’t, I hope this will make you reconsider.

I know it seems like a valid road to go down, I know so many people around you in the startup ecosystem do it, but believe me, what you’re doing is robbing your nearest and dearest of their hard earned savings.

I hope one day you’ll think back to the day you’ve read this and thank god (or whoever) you stopped before it was too late.

Small exception – If you’re Bill Gates’s son or friend – you can disregard this post. He can afford to handle your loss and would probably see it as a better investment than to pay your college fees.

Now, here’s why I feel so strongly about this topic:

Statistics – it’s a game of numbers and the numbers are against you. And that’s a fact.

About 90% of new startups fail. Ninety percent. What a depressing stat. And please, in no means let that deter you from pursuing your dreams. I think if you are passionate about something you should do it. I believe that with all my heart. Even at the probable chance that you’ll fail – as Henry Ford famously said “failure is simply the opportunity to begin again, this time intelligently”. You can learn what went wrong, regroup and try again. BUT – your friends and family shouldn’t be the ones funding your real life tuition. I think there’s only one condition where that would be fair – when they’re aware of the chances and are entering this with their eyes wide open.

Now this is tricky, as a startup founder you have to have tunnel vision, you have to believe you’ve got a winner on your hands, You have to be the crazy one that believes in your idea when no one else does. And that passion is also your drive to raise money from whoever is willing to listen. Still, the closest people to you shouldn’t be a part of that equation, keep them there as your biggest cheerleaders, not as your financial backers. You’ll need their moral support more than ever if and when the shit hits the fan.

You’re just putting them in a spot

When you go to your friends and family and ask for money for your idea, you’re making it personal. If they say no, it’s as if they’re saying they don’t believe in you. And they’re uncomfortable. Even “worst” – they do believe in you. But what will happen in the case your startup fails? Are they prepared to lose that money? What percentage of their capital are you risking? Are they expecting to get it back? Even if it’s not an investment but a donation – how will they feel if it goes to waste? What would they otherwise have used the money for? How will you live with yourself knowing you’re preventing them of that?

They’re your friends and family so they won’t negotiate with you and won’t ask you the tough questions an unbiased angel or a VC would

Figuring out your business and validating it is a ruthless journey. You need professional people by your side whom will be brutally honest with you and question every single aspect of your business model. Raising money from unbiased people will dramatically increase the accuracy level of which you’ll enter your startup adventure.

Ideally, go for an MVP approach, create a valid proof of concept and then go to get an investment. Now you might be thinking that in order to create a POC you need money from your friends and family. NO! Go to the bank, go wait tables, get a day job and work on your project at night. Figure it out, and leave them out of it.

helping you navigate your startup to marketing stardom

You’re not doing THEM a favor

You think you’re taking care of them by giving them an opportunity to get a piece of the pie. So that when you exit your startup they’d enjoy the fruit of their investment. I say – if you’re so close to each other and you want to help them so much, when you exit – give your friends and family a cut because they’ve always been there for you and supported you. They were there for you on all those tough moments when you were about to give up. They encouraged you and helped you get through and break through. Uncomfortable with that notion? Hell that’s all the more reason you shouldn’t be taking money from them.

Mixing business and family/friendships isn’t worth the risk to your relationships

In business the business needs to come first. You make decisions based on what’s best for the business, whilst with friends and family you typically put them before you. So for example, if a family member is invested in your business and you give them voting rights – they might not be qualified to make calls. In a healthy business environment you wouldn’t tolerate that, but with a family member, you’ll now start feeling uncomfortable and not want to offend them. Especially if they’ve given you money. And yes, there are mechanisms to prevent such instances. And yes, you can align expectations, but at the end of the day, you’ll end up seeing sides of your friends and family that you could have spent a lifetime not seeing and a happy one at that. Sometimes interests simply collide and it’s not in the best interest of anyone involved.

Final words,

I admire anyone going after their dreams and taking the unstable entrepreneurial path. I work with startups daily, I’ve founded a few companies (including this agency you’re currently visiting online) and I’ve had my share of failures. It’s incredible. My point is that we all need to take responsibility for ourselves and not drag other people into our journey. Not unless it’s 100% clear to them (and you) what happens if things don’t work out the way you hope. GOOD LUCK!

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Insider secrets on how we generate b2b leads for our marketing agency

By |2023-04-05T10:51:44+00:00May 23rd, 2019|

topicIcon Blog

John Doe

Architect & Engineer

We love that guy

Insider secrets on how we generate b2b leads for our marketing agency

 

In this post I uncover transparent, actionable insights on what worked (and is working) for us as a lead generation and lead nurturing technique that we use to generate customers for our marketing agency. Gary Vaynerchuk once said that there’s no reason to not share work methods and info. Eighty percent of the people won’t do anything with the information, and the 20% that will are winners that are going to win with or without your help. So might as well add value to all 100% of the bunch, position yourself as an expert and join forces with the readers who will crush it with or without you.

So on that note, here goes

First things first – the high level thinking behind the strategy –

Know the person, to get the customer. If I ever needed a mantra to go by, I’d go with something along these lines. The best way to make sure you sell whatever you’re offering is to really get to know the person you’re trying to sell to – what their goals are, what their pain points are, what they consider challenging and what they’re lacking in tools, infrastructure, ideas, brains…

That way you will be able to custom-tailor your own offering to what the potential customer is looking for. You’ll be targeting their pain points with laserlike precision and you can be damn sure your prospects will love you for it.

But how?

Technically we use HubSpot, we find it works best. There are of course other solutions out there.

Strategically – Hook them with value – keep them with more value

Our agency’s main buyer persona is a marketing manager at a b2b startup. Other buyer personas of ours are startup founders, and general c-levels at startups. We’ve researched all of their goals, challenges and dilemmas and created a series of blog posts that helps each of them and educates them on how to reach their goals and overcome their challenges.

The idea is to touch upon the topics that are of interest to your potential customers. That can be anything from raising awareness of a specific problem they may be having, to drawing attention to various solutions that may work for those problems. Whatever helps draw these people to the blog and hopefully solves (or raises?) a few questions along the way.

For first time visitors to our blog our goal is to turn them into subscribers. They can turn into subscribers by filling out a form with a direct call to action. Once they turn into subscribers they’re in fact a lead. Now our goal is to learn more about them in order to send them content relevant to them and in the process position ourselves as authorities in their eyes. How do we do that? By creating a subscriber workflow.

What’s a subscriber workflow?

It’s simple. People who sign up to the blog receive a sequence of emails inviting them to read blog posts from the series of blog posts we’ve created based on what we know their challenges are. Here’s an example of an email a new blog subscriber receives:

an example of an email a new blog subscriber receives

We try to uncover what buyer persona they are by including calls to action inside the blog posts inviting them to download a content offer. Here’s an example of such a call to action:

helping you navigate your startup to marketing stardom

In order to download the eBook the lead is requested to fill out a form and to provide info about themselves – in this case to let us know what buyer persona they are. Pro tip: we’re using smart call to action so that once a lead downloads a content offer, the next time they enter the blog they’ll see a different call to action, inviting them to take further action and tell us more about themselves. More on that very soon.

Nurturing and progressing the leads

At this stage our email sequence branches out a bit. On one side, we have subscribers that have opted to download the content offer and those that haven’t done it yet. For the latter, the email sequence continues, sharing more valuable information with them and inviting them to download the content offer.

For the other branch, those who have downloaded an offer, the game continues. They’ve now progressed to a more advanced email sequence, inviting them to take a free marketing assessment (we’ve used a tool called Typeform to set up the assessment). When entering our blog these leads will see a smart CTA, which will invite them to take the assessment (those who didn’t download the content offer will still see a CTA inviting them to do so).

The goal of the assessment is to ask questions that cover things we provide services on. It grants us a much clearer picture of what our buyer persona is actually looking for and what kind of problem they’re trying to solve.

An example of a question from the assessment:

a free marketing assessment

After taking the assessment our leads are progressed to a new email sequence, inviting them to take a ‘Crash Course’ in marketing. Based on their answers we further educate them on the things that it appears they know less about. The course uses smart content so that the emails sent to them differ based on what they’ve answered. This creates a personalized experience that enables us to provide upmost value.

The final stage – sealing the deal

Once the course is over, our leads are progressed to an email sequence inviting them to to schedule a free consult with yours truly.

At the end of it all, what we’ve done is traded some of the knowledge we have, for a highly valuable, one-on-one with a potential customer, someone we already know a lot about, someone we know has a challenge to deal with, and someone we know is considering us to overcome that challenge.

So far hundreds of marketers and startup founders have taken the assessment and course, and the feedback and results are even above what we’ve set as internal goals.

So how do you implement this? Take these five steps to action

Let’s go back to the beginning a bit. If you want to get the customer, you need to get to know the person behind the customer. The general idea is to trade whatever valuable info you have, for info on your potential customer you may find valuable – their goals and challenges. Here are the five steps to action:

  1. Your blog is your gateway. Inviting potential customers to subscribe to the blog will let you create your first email sequence, which should lead them to the content offer.
  2. The content offer is the second step, where your potential customers share a bit more about themselves (for extra value).
  3. The third step is to create an assessment or any other content offer that provides further value and helps you further segment your leads and learn more about them. This is the stage to get in-depth intel about your potential customers, by asking questions about things you provide services on.
  4. The fourth step is to further educate your potential customers on relevant topics they may be lacking in.
  5. Inviting your qualified leads to a one-on-one meeting.

Once you’re one-on-one with a potential customer, of which you know plenty, closing the deal shouldn’t be too much of a challenge and it becomes a matter of whether or not they’re actually a good fit for your business (as not all leads are such you can actually help!) And of course, in order to make it all of it come together (blogs, content offers, email sequence copy, etc), you’ll need super talented content writers (can’t have Sead or Damir though, they’re an integral part of the magic we call Bold).

I hope this guide will help you generate relevant leads and turn them into customers. If you have any insights or feedback about this post I’d love to know, don’t hesitate to reach out to me!

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New content formats and what they mean for marketers

By |2023-04-05T10:52:17+00:00April 30th, 2019|

topicIcon Content Marketing

John Doe

Architect & Engineer

We love that guy

blog/new-content-formats-and-what-they-mean-for-marketers

 

Content is evolving and if you want to survive, you should, too.

The funny thing about technological evolution is that we rarely see it coming. Computers in the living room? Ha, what a joke. Mobile phones? Who in their right mind would want to carry a phone around! Social media? Why would you want to know what everyone’s thinking about?

Yet, all these things came to pass. The skepticism of the majority has, almost by default, been followed by new and exciting marketing opportunities, too. They follow new tech and the rage against the machine like a creeping shadow from a Stephen King novel and only the brave and the Bold (see what I did there?) seize the opportunity when it presents itself.

That’s exactly what I’m going to discuss here. The next step in technological evolution, what it means for marketers, as well as which challenges and opportunities they may encounter in the near future.

Shall we, then?

5G and mobile video

The 5G technology is not all the rage yet, but I’m willing to bet you that the hype is just around the corner. The technology is so promising that it made Apple and Qualcomm, two fierce rivals who’ve been duking it out on courts for ages, bury the hatchet. Samsung has just pushed its first 5G phone and Huawei has been under immense pressure from the West for one reason only – they’re extremely capable at building 5G infrastructure.

There are multiple reasons that make 5G an exciting piece of tech. Sure, the Internet of Things and connected cars are some of them, but the one that makes it particularly interesting for marketers is the fact that it will allow a lot more video to be consumed on the go.

And oh boy, will video be consumed on the go! Don’t take my word for it, check this Statista chart out:

Global mobile video traffic from 2017 to 2022

Researchers expect mobile video traffic to grow more than three times between 2019 and 2022. Obviously, marketers need to pay close attention and make sure they use the new trend to their advantage, but they also need to be extra careful not to ruin the opportunity. I’d say us marketers should keep an eye out on these challenges:

Producing quality video

The good news? you’re not making a Marvel movie, you don’t need a huge team and a ton of expensive gear. But that also doesn’t mean you can use that 1995 potato of a phone you have lying around to create compelling content. There are many friendly tools these days that enable creating really great videos without a full production in place.

Keep your ear to the ground regarding search engines

With the emergence of not only video but also audio (more on that later), search engines are adapting and are bound to keep doing so. We’re already seeing this in action for quite a while now. YouTube, for example, has an automatic transcribing feature. Facebook is now actually listening to the audio in the videos you post and showing different content in your newsfeed based on the data they aggregate. All these elements will help search engines index and search through video content. And given that search engines are orienting towards context and relevancy, that’s something you should definitely keep on your radar. Even if video platforms don’t automatically transcribe your videos, make sure you add the transcriptions manually. Search engines are almost entirely interested in getting users relevant content and if the transcription can help them do that – they’ll help you get visibility.

Adjust the message to the medium

I can’t stress this enough. Different platforms have different approaches to video, and that can make or break your mobile video content strategy. You know that (annoying) mantra that almost all YouTube creators end their videos with?

“Don’t forget to hit the subscribe button, give this video a thumbs up and comment below.”

While some believe this is baseless tradition being carried down from one content creator to another, without real effect, Google is actually recommending it through its Creator Academy Bootcamp. It’s recommending it because it knows it works.

helping you navigate your startup to marketing stardom

You know what else? The length of the video is crucial. YouTube encourages longer videos because they’re easier to monetize. If you haven’t already, I highly recommend you watch this PewDiePie video (it’s not really 10 minutes long, it’s much shorter than that).

What this means is that YouTube will give more visibility to clips that follow its unwritten rules of longer videos that invite people to comment, like, share and subscribe.

Facebook, on the other hand, does the exact opposite. They encourage shorter videos and as per clickbaits? I’ve recently interviewed, Facebook marketing guru Mari Smith on my podcast and learned that Facebook’s new algorithm penalizes video content in which people are invited to “like, share and subscribe.”

What should you take from this? That you need to be extra careful and adjust your messaging to the platform you’re sharing your content in.

Audio is back with a vengeance

Video may have killed the radio star, but the radio star seems to be back from the dead, a bit transformed but stronger than ever. He’s coming back, carrying two main ‘weapons’. First, the recent emergence of the smart home speaker, whose growth seems unstoppable at the moment.

Technavio marketing report

Source: technavio

From less than 50 million two years ago, to more than 225 million three years from now, that’s what we’re looking at, in terms of growth. Insane!

The second ‘weapon’ is the podcast. Its popularity is surging, especially in the US, where we’re seeing a 10% jump year-on-year. The Infinite Dial’s report says virtually all numbers are up, from the amount of people tuning in to podcasts, to those listening in their cars.

And to make things even more relevant – the podcast ad market is about to explode. Businesses that are currently throwing some cash at the general direction of podcasts are doing it from their ‘experimental’ budgets, so it’s safe to assume a surge in spending, any day now.

The rise of both podcasts and the smart home speaker means that audio is going to play a major role among content creators in a couple of years. I expect a vast majority of websites to be ‘audified’ sooner, rather than later.

I also expect, especially knowing Google has its own smart speaker device, that those websites that also come with a nicely tuned audio version will be treated with extra visibility from Google’s search engine results. This will create two distinct opportunities for marketers:

  1. Build audio content – creating audio content opens up a whole new lane for traffic and visibility. It can help marketers reach new audiences, and connect with existing ones in a new and exciting fashion. Probably even one they already use!
  2. More ad opportunities – an increase in traffic consequently brings an increase in businesses looking for advertising space. Make sure you monetize your audio content!

A brave new world

Content marketing has settled in the mainstream nicely now, but the way we build content is constantly changing. New technologies are opening up unexplored possibilities and the bravest among us, that venture first into the unknown, are also the ones that will reap the benefits first.

5G is just around the corner and it ‘threatens’ to completely change how we consume video. That will, without a shadow of a doubt, change how we create and share this type of content.

The emergence of smart home speakers and the booming popularity of the podcast promises a fully revitalized audio format. It will force us to rethink our websites and will open new content lanes that need to be used.

I also expect search engines to adapt to these new changes sooner, rather than later. It’s just a matter of time before searching through video content is old news. Websites that offer audified versions could be rewarded with better search engine results, too. The future of content is in multimedia, don’t let new technologies catch you by surprise.

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