To establish your place as a thought leader and trustworthy authority in your industry, you need to publish original, high-level content. But writing effective thought leadership content is no easy task.

Taking the time and effort to learn how to create high-authority content is worth the effort. A survey of 1,000 senior executives found that, despite their busy schedules, they still dedicate up to five hours a week to reading thought leadership articles and white papers.

Just imagine what you could achieve with a dedicated audience of high-value potential clients taking several hours to listen to what you have to say each week.

Great thought leaders are not necessarily great writers. Luckily, thought leadership is a skill that can be learned and perfected, with practice.

There’s no better time to get started than the present.

Quick Takeaways:

• Thought leadership content differs from standard blog content because it includes unique ideas and viewpoints that your audience can’t find anywhere else – it’s more than just information.
• Becoming a thought leader takes time, effort, and practice.
• You don’t necessarily have to be a skilled writer or videographer to find success with thought leadership content. However, you need to be good at creating content in at least one format on at least one platform.

PS – I put together these 10 tips for optimizing your content marketing. Watch Now!

Brainstorm Topics

The first stage of creating great thought leadership content is choosing the right topics to write about.

When choosing these topics it’s important to keep in mind the factors that will result in success:

• They should be relevant to your audience or the audience of the publication you’re submitting it to.
• They should help your clients, customers, or peers to overcome challenges they may be facing, or make their life better in some way.
• They should provoke thoughts, ideas, or discussions among your audience
• You should be able to back up your talking points with relevant research from reputable sources.

Nobody is an authority on everything, so the narrower you can make your subject focus, the more credible you’ll seem – at least until you build up trust and reputation. It’s also much better to go deeper into subjects and cover them thoroughly than just to skim the surface of lots of unrelated topics.

Choose a few topic categories to specialize in when you’re creating content. These categories should obviously be related to the industry you’re in but they don’t have to be directly related.

For example, if you frequently use mindfulness in work to be a better leader and more successful in business, this could work as an interesting niche in which to create thought leadership content.

At Marketing Insider Group, my areas of passion are content marketing, marketing strategy, event marketing, and employee activation.

Almost all the content I create fits under the umbrella of one of these categories. This has not only helped me make a name for myself as a thought leader in these areas but has also given me a starting point when it comes to brainstorming topic ideas.

Ideas can come from many places. Make sure you’re never short of inspiration by reading plenty of content yourself. Industry news sites, social media (particularly LinkedIn), forums, and relevant blogs will keep you up to date with the latest trends and may well spark some new content ideas. You can also set a Google alert with industry keywords to be notified when new content is published.

You’ll also probably find that content ideas come to you randomly, or that a conversation you have with someone gives you content inspiration. Make sure to take note of these ideas so you can use them at a later date.

PS – Check out our latest case study that shows how we helped one company double their leads!

Do Your Research

One of the things that makes thought leadership content stand out from generic blog content is that it is thoroughly researched and fact-checked.

Whatever information you include in your articles, it’s important that you have the data to back it up from reputable sources.

Your research should provide evidence that demonstrates the validity of what you’re saying. But a blog post simply compiling data from several different sources is not thought leadership. You need to weave a narrative around the data and explain what it means, rather than simply presenting it.

Ideally, thought leadership content is based on original research conducted by the person or organization publishing it, however, this isn’t always possible.

If you don’t have the resources to do your own research, make sure you have something interesting to say about the information and data you’ve sourced from a third party.

It’s vital that the information presented in thought leadership content is accurate. Inaccurate facts or using unreliable sources could damage your reputation permanently. So make sure to double-check your facts and leave out any references that you’re unsure of.

Be Different

One of the defining characteristics of thought leadership content is that it offers a unique take on a subject, idea, or problem.

This doesn’t mean that all your thought leadership content ideas have to be completely unique. There’s absolutely nothing wrong with covering a trending topic or revisiting an idea that has proved popular.

However, you should make sure you approach the topic from your own unique viewpoint and angle.

Think about thought leaders Tony Robbins and Dave Ramsey. The topics they talk about in their respective areas of expertise (personal development and personal finance) are the same topics that have been covered countless times before. But millions follow them as thought leaders because their approach and style are so unique.

Hey! Check out our weekly blog content service to grow your website traffic and leads!

Simplify Your Language

Individuals who are new to writing for an online audience tend to use formal and over-complicated language. This may be because they’re used to writing technical or academic documents or in an attempt to sound more knowledgeable and intelligent.

Either way, using long words and sentences full of corporate jargon results in content that is off-putting and difficult to read.

Keeping your sentences short and sweet and using simple, conversational language will allow your knowledge and confidence to shine through.

Build Relationships with Your Audience and Peers

Being a successful thought leader online is more than just publishing articles.

It’s also important to take the time to communicate with your readers and demonstrate you value them. This means reading and responding to comments and maintaining an active presence on social media.

Communicating with your audience in this way is also an effective way to improve your content. By listening to your readers’ thoughts, opinions, suggestions, and challenges, you can create content that better fits their needs.

It’s equally important to build relationships with other thought leaders in your industry. Don’t see your peers as competitors, but rather allies. By leaving comments on other blogs and sharing other great content you can make valuable connections and grow your audience.

Consider Outsourcing

Most business leaders think that they have to create their own content from start to finish for it to be a true reflection of their ideas and opinions. This is not necessarily true. Outsourcing content to a multi-skilled content marketing agency like ours does not have to mean compromising on quality or losing your unique voice; we can take an article outline and notes you provide and use these “bones” to create a fully fleshed out high-quality piece of content.

Outsourcing content can certainly save you time, but it can also ensure the quality of your thought leadership content. Writers, after all, are experts in content creation and by working in partnership you can combine your skills and insights to come up with something really special. Good writers will also be able to emulate your writing style and voice so that your brand voice and messaging comes across seamlessly to readers, without them feeling that non-involved people were involved in the creation of your content.

And of course, what readers love, search engines love more.

Amazing Examples of Thought Leadership Content Marketing

As the volume of online content grows daily, it can be difficult to make sure your voice is heard over the noise. Thought leadership content marketing is one of the most effective ways of establishing your name and company as an authority in your industry.

Thought leadership marketing means going beyond the same blog posts and regurgitated ideas that everyone seems to be publishing. By putting extra time into developing high-quality content with original ideas and opinions, you can clearly stake your position as a leader rather than a follower.

Thought leadership content can help your company to get more press exposure, attract new business opportunities, and convert leads. LinkedIn research shows that 58% of decision-makers read at least an hour of thought leadership content each week. 60% also said that this type of content had directly convinced them to buy a product or service they hadn’t previously considered. The best thought leadership examples build trust by focusing on delivering value to the reader, not on showcasing products.

One of the best ways to get your head around this type of content is by reading some excellent examples by other organizations. Aside from amazing digital experiences, these examples publish consistently and engage their readers at every stage of the buying journey.

1. Nutanix The Forecast

The enterprise cloud services market is extremely crowded, so it’s important for providers to differentiate themselves from the competition.

Cloud computing firm Nutanix firmly establishes its position as an industry leader with its online magazine, The Forecast.

The Forecast publishes industry news and ideas about the people, trends, and technologies that are shaping the cloud computing industry.

The content on The Forecast is organized into categories including:

• Technology (news and stories on cloud technology, hybrid IT, infrastructure, and data management)
• Business (discussion and guides on management, digital transformation, and leadership)
• Industry (trends and stories of how real companies are using cloud technology)
• Profile (biographies and interviews with key individuals from the Nutanix global team)

As well as written content, there’s a separate section for videos and a podcast exploring some of the ideas discussed in articles in a conversational audio format.

Going beyond the bland technical content so many IT brands publish, Nutanix has been successful in publishing original and innovative content that’s appealing to a wide range of audiences, despite being a very narrow niche.

2. First Round Review

Venture capital firm First Round Capital launched its blog, First Round Review, with the aim of sharing their extensive pool of knowledge and experience with technology entrepreneurs.

The company takes a different approach to other venture capital firms. Rather than collecting a portfolio of companies, they see themselves as building a community of entrepreneurs.

First Round Review reflects this approach by sharing ideas, best practices, and advice from the community to help technology entrepreneurs can learn to build better companies.

By focusing on interviews, business insights, advice and real experiences from real companies, First Round has experienced a hugely positive response to their blog including a massive increase in visitors, thousands of shares, and press attention from publications including Forbes, The Atlantic, and Fast Company.

I have to personally thank the First Round Review for helping me educate dozens of startup founders on what content marketing really is and why it’s beneficial to them.

3. Autodesk’s Redshift

Software company Autodesk named their blog after a scientific phenomenon relating to objects traveling through space. As the universe continues to move and expand, the editorial team at Redshift also aims to continually move forward and evolve, to stay at the forefront of architecture, construction, infrastructure, manufacturing technology, and sustainability.

Autodesk’s previous blog, Line//Shape//Space, won numerous awards for its content but grew beyond its original audience of small businesses.

As the Autodesk content team recognized the need to evolve and engage with businesses of all sizes, Redshift was born.

Redshift’s focus is the future of making things, with content covering trends and predictions in the latest technologies including machine learning, generative design, and robotics.

As well as targeting a wider audience, Autodesk also wanted to personalize the content experience for each reader. Visitors can register to the site to follow particular authors and content categories, and bookmark articles to read later. An AI algorithm also automatically serves up suggested content based on previous interactions with the site.

Autodesk also features several members of its senior executive team as Redshift authors in their “Inside My Design Mind” series. By securing buy-in from the executive team as influential “content marketing champions”, the content team has successfully implemented an employee advocacy program and is reaping the rewards from this approach.

4. American Express Business Class

American Express sorts the content on its Business Class Trends and Insights blog into four main categories: Managing Money, Getting Customers, Building Your Team, and Planning for Growth.

Within these content silos are several other sub-categories including topics such as leadership, productivity, company culture, strategy, cash flow, and marketing & sales.

Previously known as OPEN Forum, Amex’s blog for small businesses remains one of the oldest and most successful examples of content marketing. Rather than using content to drive sales directly, American Express decided to put its audience first by providing actionable tips, insights, and inspiration to help businesses adapt and succeed.

Rather than relying on their own team of writers, American Express outsourced to a content marketing agency like ours for stories, experiences, and advice. This relationship lends a real community feel to the Business Insights blog, as well as increasing exposure for those who contribute.

As well as written content, Business Class recently started a live video series, “Office Hours”, hosted on Instagram and YouTube. In this series, founders and executives of small businesses were invited to a Q&A session to discuss their experiences navigating the COVID-19 crisis.

5. Intermedia Cloud Communications Blog

Cloud business applications provider Intermedia uses their blog to share news, security advice, and case studies of businesses successfully deploying cloud technology to improve performance.

By focusing their efforts on topical and trending topics, the Intermedia content team has been successful in publishing articles that their audience wants to read and share.

Content such as “New Study Finds More Than Half of U.S. SMB Owners Believe Working Remotely is Here to Stay Post-Pandemic” and “How to Manage Live Attendee Chat During Webinars” tapped into the interests and concerns of business owners and executives during the COVID-19 crisis.

Meanwhile, detailed interviews and case studies following their customers’ move to cloud services demonstrate the real-life applications of Intermedia’s products and services.

6. DivvyHQ Blog

It’s important for content marketing platform DivvyHQ to practice what they preach and demonstrate best practices in content marketing.

The DivvyHQ blog shares actionable tips, advice, and strategy for content marketing at an enterprise level, as well as sharing case studies from some of their most successful customers.

The DivvyHQ content management platform offers powerful tools for content automation and streamlining workflow but not everyone is aware these tools exist or know how to get the most out of them. By publishing helpful content on how to automate content marketing, systematize content management, and develop a better content strategy, DivvyHQ educates its audience while showcasing its own product at the same time.

7. Microsoft “Stories”

Storytelling is one of the cornerstones of successful content marketing. It’s also a tool used by some of the world’s greatest leaders and visionaries. Microsoft realized this when they decided to call their blog and news page “Stories”.

Stories publishes news on the latest Microsoft products, events, and initiatives that give a wider context to the brand beyond its core suite of products.

For example, recent stories published on the blog cover a collaboration with an environmental charity to clear plastic from oceans and rivers, a look into how software developers are helping companies pivot during the coronavirus pandemic, and insight into how people with disabilities are using accessible technology to achieve more.

A sub-publication of stories, Story Labs, hosts the blog’s long-form content with a deeper dive into topics such as accessibility, sustainability, and the future of technology.

Story Labs also features employee profiles and stories, demonstrating the wealth of talent and expertise behind the various branches of the global Microsoft brand.

8. Grow by Acorns and CNBC

Financial services is one area where people really need advice from experts who know what they’re talking about.

Micro-investment app Acorns understands this, and so set out to build a personal finance and investment blog, Grow, that’s highly authoritative as well as being educational and entertaining.

To do this, they partnered with trusted news provider CNBC and built a team of money experts with the knowledge and experience to deliver accessible educational content on how people can make the most of their money, whatever their financial position.

Only a small section of the blog is dedicated to investment. By publishing content on other financial topics such as saving, getting out of debt, and increasing income, they’re providing massive value to their audience and building trust and authority at the same time.

9. LeanIX Continuous Transformation Blog

Enterprise Architecture firm LeanIX built its Continuous Transformation platform to provide news and industry expertise from the world of continuous transformation, SaaS management, enterprise architecture ROI, cloud infrastructure, DevOps and more.

The articles cover topics like application modernization, current state architecture, API monetization and my favorite topic: how to eliminate code smells. Pew!

The company’s head of content marketing, Matthew Grant, is a long time content marketing influencer from his days at MarketingProfs and most recently held stints at Aberdeen and Aquent.

10. Zen Desk’s Relate

When it comes to providing great customer service, technology can only go so far. Customer service software company realized it could help its customers get more out of its product by providing advice and ideas for creating great customer experiences.

The Relate blog covers topics such as empathetic product design, living and working online, building relationships with others, and becoming a better company.

Zendesk wants their audience to get something out of their content ­– even if they don’t ever intend to become a customer – and it shows. Every article contains useful information without pushy sales messages.

Need more ideas and inspiration? Check out our list of the best content marketing examples for dozens of other blogs that are killing it with content.

If you are eager to achieve thought leadership for your brand, check out our Content Builder Service. Set up a quick consultation, and I’ll send you a free PDF version of my books. Get started today–and generate more traffic and leads for your business.

When I created my own B2B Marketing Blog almost 14 years ago, I looked out across the web and asked “what do I have to say that is unique, valuable and helpful?” I explained why I love marketing and how I would try and help other marketers learn and grow.

In 2015, I created Marketing Insider Group to help provide an insider’s point of view from my 25 years as a company marketer. And also to share the inside tricks we use to help our clients grow their traffic, leads and revenue through successful and engaging B2B content

I made a lot of mistakes and learned through a ton of trial and error. But mostly, I looked to experts in the industry who had already blazed the trail ahead of me.

In the ever-evolving world of B2B marketing, staying ahead of the curve is essential for success. Whether you’re a content marketer at a large technology company or a tech-savvy founder of a small startup, the insights and strategies shared by industry leaders can be a game-changer.

This article aims to guide you through the all top B2B marketing blogs that are guide our thinkings, share expert tips, and shape the industry today. From practical advice to innovative ideas, these blogs are must-reads for anyone looking to elevate their B2B marketing game.

Quick Takeaways

• Diverse Perspectives: The best B2B marketing blogs offer a wide range of viewpoints, from practical advice to creative inspiration, catering to both large corporations and small startups.
• Continuous Learning: Following these blogs ensures you stay updated with the latest digital marketing trends, tools, and strategies, helping you stay competitive in the market.
• Community Engagement: Engaging with these blogs not only provides valuable insights but also connects you with a community of like-minded professionals who can support and inspire your growth.

I invite you to read and follow these amazing bloggers and if I missed your blog or someone you know, please let me know!

Why B2B Marketing Blogs Matter

You know, when I first started in the B2B marketing space, I was hungry for knowledge, insights, and real-world advice. And where did I find it? B2B marketing blogs. They were my go-to resource, my daily dose of inspiration, and my virtual mentors.

They matter because they bridge the gap between theory and practice, between what’s taught in textbooks and what’s happening on the ground. They’re not just words on a screen; they’re the collective wisdom of the industry.

Target Audience and Their Needs

Now, who should be reading these blogs? Well, if you’re a content marketer at a large tech company, you know the challenges of keeping up with the ever-changing landscape. You need strategies that work, insights that resonate, and content that connects.

And if you’re a tech founder at a smaller company, you’re juggling a million things. You know you need SEO content, but time is a luxury you don’t have. These sites are also tailored to your needs, your challenges, your goals, and your interests. They’re your virtual team, your support system.

Staying On Top of Emerging Trends in B2B Marketing

Let’s face it, the B2B marketing world is like a fast-moving train, and if you’re not on it, you’re left behind. I’ve seen trends come and go, and I’ve seen how they can make or break a strategy. Staying updated is not a choice; it’s a necessity. It’s about knowing what’s next, what’s working, and what’s worth your time. It’s about being proactive, not reactive. It’s about leading, not following. Here’s what you’ll find covered in these top B2B Marketing Blogs.

Tools and Technologies

I remember the days when marketing tools were limited, and technology was a distant dream. But today, it’s a whole new ball game. From automation to analytics, from AI to augmented reality, the tools and technologies available are game-changers.

They’re not just making our lives easier; they’re making our strategies smarter, our content more compelling, and our results more measurable. But with so many options, knowing what to use and how to use it can be overwhelming. That’s where these blogs come in. They demystify the tech, they guide the way, and they make the complex simple.

Case Studies and Success Stories

I’ve always believed that learning from others is one of the most powerful ways to grow. And that’s why I love case studies and success stories. They’re not just stories; they’re lessons. They’re real-world examples of what works and what doesn’t. They’re the proof in the pudding. They show you the path, the pitfalls, and the potential. They inspire, they educate, and they motivate. They’re the fuel to your fire, the wind to your sails. They’re the tangible evidence that success is not just possible; it’s achievable.

I hope this resonates with you as much as it does with me. These blogs, these insights, these stories, they’re more than just content. They’re the heartbeat of the B2B marketing world. They’re the roadmap to success. And they’re waiting for you to explore. So dive in, learn, and let’s grow together.

The 12 Best B2B Marketing Blogs

1. Content Marketing Institute  – covers everything you need to know about content marketing.
2. MarketingProfs – Professional development, tools, and insights for modern B2B marketers.
3. Orbit Media blog – A go-to place for web design and digital strategy. I make our team subscribe to these top 3 blogs
4. Marketing Book Podcast – Grab your headphones and learn from the best authors in marketing.
5. Webbiquity – Tom Pick’s B2B Marketing Blog is all about maximizing your online visibility. It’s packed with insights on SEO, social media, content marketing, and more.
6. Velocity Partners – This is a B2B marketing agency with a killer blog. They specialize in content marketing, and their blog reflects their expertise with actionable insights and creative strategies.
7. Heinz on Marketing – Matt Heinz’s blog is a must-read for sales and marketing professionals. He covers everything from lead generation to marketing automation, all with a practical and engaging approach.
8. Convince and Convert by Jay Baer’s team helps B2B Marketers create real business value from their marketing and social efforts.
9. Backlinko – SEO made easy (well, easier) with Brian Dean’s expert guidance.
10. The B2B Lead Blog – Lead generation is the name of the game here. Brian Carroll and his team provide valuable insights on generating and nurturing leads, with a focus on aligning sales and marketing efforts.
11. Toprank – TopRank Marketing’s blog is a hub for digital marketing insights. They cover content marketing, influencer marketing, SEO, and social media. Their approach is both strategic and creative, making it a great resource for B2B marketers at all levels.
12. ISBM B2B Pulse Blog – this content from the Institute for the Study of Business Markets covers the State of B2B Marketing.
13. Marketing Insider Group our website tries to be a hub for B2B content marketing wisdom and insights. We are all about helping businesses reach their audience in a meaningful way through:

• Content Marketing Strategies:  practical advice on creating and implementing content marketing strategies that resonate with your target audience.
• Digital Marketing Trends: Stay ahead of the curve with the latest content marketing trends and best practices in digital marketing, SEO, social media, and more.
• Thought Leadership and Culture: There’s a strong focus on thought leadership and fostering a positive company culture. After all, mean people suck, and a happy team leads to happy customers.
• Customer-Centric Approach: The content emphasizes putting the customer first, understanding their needs, and creating value that goes beyond the sale.

How to Utilize B2B Marketing Blogs

Creating a Content Strategy

Creating a content strategy is essential for B2B marketing success. It involves understanding your target audience, setting clear goals, and crafting content that resonates with your business audience. Utilize guides and insights from industry experts to create a lead-generating content strategy that aligns with your business objectives.

Weekly Reading and Learning Routine

Staying updated with the latest trends and insights in B2B marketing requires a consistent reading and learning routine. Dedicate time each week to explore new articles, guides, and case studies. Utilize SEO checklists and content writing guides to enhance your understanding and application of effective B2B marketing practices.

Engaging with the Community

Engagement with the B2B community is vital for building your brand and finding your audience. Participate in social media discussions, share insights, and collaborate with other professionals. B2B social media marketing strategies can guide you in creating meaningful connections.

The Future of B2B Marketing

The future of B2B marketing is dynamic and evolving. Embracing new data, technologies, and strategies will be key to staying ahead of the competition. Continuous learning and adaptation to emerging trends will define success in the B2B landscape.

Now is the time to take action. Implement the strategies discussed, engage with the community, and stay committed to continuous learning. Whether you’re a large technology company or a small technology founder, these insights are tailored for you.

Start your journey towards B2B marketing excellence today, and don’t hesitate to reach out for further guidance and support. Your success in B2B marketing awaits!

Ready to take your B2B Marketing to the next level? Start creating high quality content consistently to capture the hearts of your customers. Get started today by checking out our weekly blog content service, or schedule a free consultation now to learn more!

Change is the only constant in the world of digital marketing–especially when it comes to social media trends.

Gone are the days of generic, one-size-fits-all content. The current expectation of users leans heavily towards authentic, community-driven campaigns.

As we navigate these shifting sands, understanding the latest social media trends is more important than ever. In this article, you’ll uncover the top social media trends of 2023, and arm yourself with strategies that can elevate your brand’s uniqueness, visibility, and bottom line.

1. “Edutainment”

Edutainment is a fusion of “education” and “entertainment”. It refers to content that educates its audience while simultaneously entertaining them.

On social media, this trend manifests as:

• Engaging videos
• Infographics
• Quizzes
• Interactive posts

The goal is to convey valuable information in a fun and captivating manner.

Why is it trending?

With the influx of information on social media, users often have short attention spans. They’re also looking for content that offers genuine value. Edutainment grabs and keeps users’ attention by making learning enjoyable, and shares knowledge in bite-sized, digestible formats.

Not to mention, platforms like TikTok, Instagram, and YouTube reward engaging content with more visibility. Edutainment, being inherently engaging, often gets prioritized in your audience’s feed.

How can your brand take advantage of Edutainment?

1. Showcase expertise. Brands can use edutainment to demonstrate their industry knowledge, positioning themselves as thought leaders.
2. Engage your audience. Instead of traditional ads, create edutainment content that resonates with your audience, leading to higher engagement rates.
3. Tutorials and how-tos. Create entertaining tutorials showcasing how to use your products or services.
4. Interactive content. Quizzes, polls, and challenges related to your brand’s niche can educate users about your brand while keeping them engaged.
5. Storytelling. Narrating brand stories or customer testimonials in an entertaining manner can humanize your brand and foster a deeper connection with your audience.

2. Domination of Video Content

Social media platforms are seeing an increasing preference and consumption of video content, and it’s not slowing down anytime soon.

Image Source: Oberlo

From short-form videos on TikTok and Instagram Reels to long-form content on YouTube and Facebook Watch, video has become the most consumed form of content on social media.

Why is it trending?

Recent marketing statistics show that 86% of marketing professionals are already using video content as a marketing tool.

Videos are inherently more engaging and can convey emotions, stories, and information better than text or images alone. Because of this, social media platforms are prioritizing video content above all else.

This is great for brands because:

• Smartphones allow users to easily watch and share your videos anytime, anywhere.
• Videos cater to a wide range of content, like tutorials, reviews, entertainment and news, appealing to a wide audience.
• Videos tend to generate more likes, shares, and comments compared to other forms of content.

How can your brand take advantage of video content?

1. Product demonstrations. Showing products in action can help potential customers understand their value and functionality.
2. User-generated content. Encouraging users to create and share videos using your brand’s products can boost authenticity and trust.
3. Live streaming. Hosting live sessions on platforms like Instagram or Facebook allows real-time interaction with the audience, answering queries, and showcasing products or events.
4. Collaborations. Partnering with influencers or other brands for video content can help reach a broader audience and bring fresh perspectives.
5. Optimize for search. Just like written content, videos can be optimized for search on platforms like YouTube, ensuring they reach a wider audience.

3. Booming Creator Economy

The ecosystem of independent content creators is growing. Influencers and artists are monetizing their skills, passions, and followings on social media.

This economy is powered by platforms like YouTube, TikTok,  and Patreon, among others, where creators can earn directly from their content, collaborations, or fan contributions.

Why is it trending?

Platforms now offer creators various monetization tools, from ad revenue sharing and sponsored content to fan subscriptions and virtual gifts. This allows content creators to cater to specific niches, building loyal communities around specialized content areas while monetizing their skills.

How can your brand take advantage of the creator economy?

1. Sponsor content. Sponsor videos, articles, or podcasts, integrating your products or services into a creator’s content in an authentic way.
2. Affiliate partnerships. Offer creators affiliate deals, where they earn a commission for every sale made through their referral.
3. Engage in direct sales. Platforms like Instagram now allow for direct product sales. Collaborating with creators can drive their followers directly to purchase points.
4. Offer exclusive deals. Provide creators with exclusive discounts or early access to products, which they can then share with their audience.
5. Feedback loop. Engage with creators to gain valuable feedback on products or services, as creators are often closely in tune with consumer sentiments.

4. Employee Advocacy

More and more companies are asking their employees to promote the brand on their personal social media channels. Specifically, employees are sharing positive news, stories, and insights about their workplace, products, or services.

Image Source: Oktopost

Why is it trending?

Content shared by real employees is often perceived as more genuine than corporate messaging. Collectively, employees also have a much larger social reach than a brand’s official channels. Encouraging employee advocacy can boost morale and foster a sense of belonging and pride in the workplace.

Image Source: Peer To Peer Marketing

How can your brand take advantage of employee advocacy?

1. Training programs. Offer training sessions to employees on how to represent your brand online to ensure consistent messaging and brand safety.
2. Content creation tools. Provide employees with easy-to-use tools or platforms where they can create or customize content to share.
3. Incentive programs. Introduce rewards or recognition programs for employees who actively promote the brand.
4. Internal communication. Regularly update employees about company news, product launches, or success stories so they can share the latest happenings.

5. Social Media: A Shopping Platform

Recently, social media has transformed from a mere content-sharing space into an integrated online shopping experience. Global sales on social media platforms were estimated at 992 billion US dollars in 2022.

Platforms like Instagram, Facebook, Pinterest, and TikTok have introduced features that allow users to discover, explore, and buy products directly within the app, making an effortless purchasing possible.

Why is it trending?

Users can go from discovering a product in a post to purchasing it without leaving the platform. Social media is also inherently visual, making it an ideal space for showcasing your brand’s products and creating personalized experiences through preferences and behavior.

How can your brand take advantage of social media as a shopping platform?

1. Shoppable posts. Use platform-specific features to tag products in posts, allowing users to shop directly.
2. Utilize stories & live features. Platforms like Instagram offer “swipe up to shop” features in stories and live broadcasts, providing an immediate call to action.
3. Engaging product demos. Use video content to demonstrate product use or benefits, making it more compelling for users to purchase.
4. Exclusive deals & offers. Launch platform-specific promotions or discounts to encourage users to shop from social media.
5. Feedback & reviews. Engage with users who comment or ask questions about products, and showcase positive reviews to build trust.

6. User-Generated Content (UGC)

User-Generated Content (UGC) refers to any content—be it videos, photos, reviews, testimonials, or blog posts—created by unpaid contributors, often fans or users of a brand, rather than by the brand itself. On social media, this usually takes the form of tagged photos, reviews, or content created by fans about a product or service.

Why is it trending?

UGC is perceived as more genuine and unbiased compared to brand-produced content. A recent survey shows that 84% of customers trust peer reviews and testimonials above all other forms of traditional advertising.

Image Source: Tintup

Unique and creative UGC is also more likely to go viral, significantly amplifying a brand’s reach and encouraging a sense of community and engagement around a brand. Not to mention, UGC cuts out high production costs.

How can your brand take advantage of UGC?

1. Encourage sharing. Create campaigns or contests that motivate users to share their experiences with your brand.
2. Feature UGC. Repost, retweet, or share user-generated content on your brand’s official channels, giving credit to the original creators.
3. Integrate into advertising. Use standout UGC as part of larger advertising campaigns, showcasing real user testimonials or experiences.
4. UGC platforms. Utilize platforms like GoPro’s user submission portal or Coca-Cola’s #ShareACoke campaign to gather and showcase UGC.

Video Source: Campaign

7. The Rise of LinkedIn Creators

LinkedIn is seeing a growing number of professionals and thought leaders who are actively creating and sharing content. Unlike other social media platforms, LinkedIn’s focus is on professional networking, making it a hub for:

• Industry insights
• Career advice
• B2B content

With features like LinkedIn Articles, Newsletters, and native video, the platform is encouraging more users to become content creators.

Why is it trending?

LinkedIn provides access to a network of professionals, making it ideal for sharing industry insights and expertise. The platform alo offers an opportunity for individuals to establish themselves as thought leaders in their respective fields.

Since LinkedIn’s introduction of “Creator Mode”, over 9 million users have converted their profiles into a showcase of personal content. Not to mention, LinkedIn posts that provide value often see higher engagement rates compared to other platforms, making it a prime place for lead generation and networking.

How can your brand take advantage of LinkedIn content creation?

1. Encourage employee advocacy. Motivate employees to share company news, insights, and successes, amplifying your brand’s presence.
2. Host webinars and live sessions. Utilize LinkedIn Live to host webinars, Q&A sessions, or panel discussions, engaging with your audience in real-time.
3. Publish content consistently. Use LinkedIn Articles and Newsletters to share in-depth insights, case studies, or industry trends.
4. Showcase company culture. Share behind-the-scenes glimpses, employee stories, and company achievements to humanize your brand and attract potential talent.

8. Increasing Brand Connection and Personalization

With the recent shift from generic messaging to individualized interactions, brands are now focusing on building deeper, more meaningful connections with their audience.

By analyzing your audience’s individual preferences and needs, you can share content, products, and experiences that really resonate.

Why is it trending?

Modern consumers expect brands to understand their preferences and deliver personalized experiences.

Personalized content tends to resonate better, leading to higher engagement rates and more conversions. Personalized interactions also make consumers feel valued, fostering brand loyalty.

How can your brand take advantage of brand connection and personalization?

1. Data analysis. Use analytics tools to gather insights about your audience’s preferences, behaviors, and interactions.
2. Segmented marketing. Create audience segments based on demographics, behaviors, or interests and tailor content for each group.
3. Personalized recommendations. Use algorithms or AI to offer product recommendations based on past user interactions or purchases.
4. Tailored ads. Use targeted advertising to deliver specific messages to niche audience segments.

9. Artificial Intelligence (AI) Goes Mainstream

Artificial Intelligence has made its way into social media trends. From chatbots and content recommendations to image recognition and predictive analytics, AI is becoming an integral part of enhancing user experiences and optimizing brand strategies on social media.

Why is it trending?

AI-driven tools, like chatbots, provide instant responses to user queries, improving customer service and the overall user experience. AI can also predict future trends or user behaviors, allowing brands to be proactive in their strategies.

How can your brand take advantage of AI on social media?

1. Predictive analysis. Leverage AI to forecast trends, helping in proactive campaign planning and product launches.
2. Ad optimization. Utilize AI algorithms to optimize ad targeting, ensuring the right audience sees the most relevant ads.
3. Image and voice recognition. Engage users with AI-powered features like voice commands or visual searches.
4. Automated reporting. Implement AI tools that generate regular performance reports, highlighting key metrics and insights.
5. Content creation. Some AI tools can generate basic content or posts based on data inputs, aiding in consistent content delivery.

10. Gated Content

Gated content refers to online materials, like articles, videos, whitepapers, or webinars, that require users to provide some form of information (usually contact details) or take a specific action (like subscribing) before they can access the content.

On social media, this might appear as exclusive content available only to members of a private group or followers of a specific account.

Why is it trending?

Gated content is a powerful tool for collecting valuable user information, which can be used for future marketing campaigns to generate leads. Content that’s gated is also perceived as more valuable or exclusive, making users more willing to exchange their details for access.

Image Source: Wordstream

How can your brand take advantage of gated content?

1. Exclusive offers. Share special deals or discounts to users who sign up or provide their details.
2. Webinars and workshops. Offer in-depth training or informational sessions that require registration.
3. Ebooks and whitepapers. Share comprehensive guides or industry insights behind a gate to attract professionals and industry enthusiasts.
4. Content series. Release a series of content where the initial pieces are freely accessible, but subsequent pieces are gated, encouraging users to commit for the full experience.
5. Engage and nurture. Once you’ve gathered user information, engage them with personalized content, newsletters, or offers, turning leads into loyal customers.

11. Keyword Search & SEO

Keyword research and SEO (Search Engine Optimization) have traditionally been associated with improving website visibility on search engines like Google.

But, with the evolution of social media platforms, these practices are now being applied to optimize content on social media platforms. The goal is to make sure that content (be it a post, video, or image) appears when users search for specific terms or keywords on social media.

Why is it trending?

As social media platforms evolve, their search functionalities become more sophisticated, making it essential for your content to be optimized for search. With the volume of content on social media, brands need to stand out, and SEO practices help in achieving better visibility.

And, just like on search engines, users on social media platforms search with specific intent. Optimized content caters to this intent, leading to better engagement.

How can your brand take advantage of keyword search and SEO?

• Optimize profiles. Make sure that your brand’s profiles are complete, using relevant keywords in the bio, description, and even the username where applicable.
• Research platform-specific keywords. Use tools or platform-specific analytics to understand what terms your target audience searches for.
• Use keywords in content. Integrate relevant keywords naturally into post captions, video descriptions, and image tags.
• Engaging content. SEO isn’t just about keywords. High-quality, engaging content will always receive more engagement, boosting its visibility.
• Analyze & adjust. Regularly review the performance of your content. See what’s working in terms of SEO and adjust your strategy accordingly.

Conquer 2023’s Social Media Trends Today with MIG

When you stay on top of the latest social media trends, you can position your brand at the forefront of digital engagement.

Each trend offers unique opportunities to connect with audiences, enhance brand visibility, and drive business growth. By understanding and embracing these trends, brands can craft strategies that resonate with modern audiences, fostering lasting relationships and ensuring continued success.

Are you ready to get more traffic to your site with quality content published consistently? Check out our SEO Blog Writing Service or schedule a quick consultation to learn more about how Marketing Insider Group can help you earn more traffic and leads for your business.

SEO not working can be a major roadblock for any business. It can leave entrepreneurs scratching their heads, feeling frustrated, and unsure of what to do next.

But here’s what you need to know: SEO is an ever-evolving strategy that needs constant attention and regular updates. It’s not a one-time setup-and-forget deal.

If your SEO isn’t working, you might be falling into some common traps or using outdated strategies that don’t work anymore.

In this guide, we’ll break down the basics and help you navigate the ins-and-outs of climbing the search engine ranks.

Quick Takeaways

• Master SEO by understanding search engine algorithms, playing the keyword game right, and creating a user-friendly website experience.
• According to 49% of marketers, organic search has the best ROI of any marketing channel.
• Find relevant keywords, hunt for fresh content opportunities, and consistently publish high quality content to keep users engaged.
• Keep an eye on competitors’ strategies (keywords, content quality, link building tactics and UX design) to create a unique yet relevant approach for better SERP rankings.

Decoding the Basics of SEO

SEO, or Search Engine Optimization, can seem like a daunting task, but it’s not as complicated as you might think. By understanding its fundamentals, you can enhance your website’s visibility and improve your search engine rankings.

Every successful SEO strategy starts with learning how search engines work. These platforms use complex algorithms that consider over 200 factors when deciding which content ranks on SERPs.

Digging Deeper into Search Engines’ Role

A deep understanding of search engines, like Google and Bing, can make all the difference when it comes to boosting your site’s presence. Their main job is to deliver relevant results based on user queries, and they account for 70.6% of all website traffic.

Image Source: Backlinko

By optimizing your website according to search engine preferences, you increase your chances of securing a top spot for your content in organic search results–which has the best ROI of any marketing channel, according to 49% of marketers.

The Keyword Game

In the grand scheme of an effective SEO campaign, keywords are pivotal players. They’re essentially what users type into search engines while looking for information or products similar to yours.

Picking out relevant keywords boosts your likelihood of making an appearance at the top of organic searches. But, striking a balance between relevance (how closely matched a keyword is with user inquiries) and competitiveness (the sheer volume of other sites also fighting for said term) is the secret to success.

But don’t worry–there are lots of ways, like using keyword tools or working with a content marketing agency, to easily pinpoint keyword opportunities waiting to be seized.

User Experience: The Unsung Hero

Recently, we’ve seen even more emphasis put on the User Experience (UX) in Google’s latest algorithm update, highlighting the impact of things like:

• Content quality
• Page load speed
• Mobile-friendliness
• Easy navigation
• Freshness and consistency of content

Image Source: Demand Sage

Each of these characteristics contribute to a positive UX and can greatly influence your  rankings. This means that while concentrating on technical details and link profile optimization is important, your main focus needs to be on delivering an experience that your audience loves.

Analyze Your Website Structure

Your website’s structure is a fundamental part of SEO. It can either help or hurt your site’s search results, ultimately impacting the effectiveness of search marketing efforts.

Pinning Down Structural Problems

Pinpointing any structural issues on your website is key to creating a successful SEO strategy. Digital tools, like Google Search Console, can help spot these problems and perfect your SEO working strategy.

Navigating User Experience (UX)

In order for search engines to rank your content, they first need to understand its relevance and value. A well-organized site with clear navigation menus can not only help the user experience, but also Google indexing by providing a straightforward path throughout each webpage.

Sitemaps: Necessity Not Luxury

Sitemaps help search engines during indexing processes, acting as ‘directional cues’ around brand-specific content. If starting one seems overwhelming, there are plenty of online guides that can help you get started.

Identify Keywords and Content Opportunities

In the world of SEO, understanding your audience’s language is non-negotiable. This means you need to identify relevant keywords they use when searching for products or services similar to yours.

Using tools like Google Keyword Planner can be extremely helpful by offering insights into:

• Keyword popularity
• Competition levels
• Related terms to enrich your content

Finding New Avenues for Content

Beyond finding keywords, it’s just as important to find opportunities for fresh content. The goal isn’t to just attract users, but also to ensure they stay engaged with your high-quality content.

This means analyzing FAQs about your industry or product, which you can then address through relevant articles or blog posts. Remember: Engaging material encourages repeat visits!

Dodge Duplicate Content Pitfalls

Duplicate content can negatively impact your website’s search engine ranking since Google’s algorithm favors unique information over copied text. To keep things original, strive for uniqueness in every piece of content published on your platform.

If identical information appears across multiple URLs (like product descriptions), think about using canonical tags or 301 redirects–tools that inform search engines where the ‘original’ version lives. This helps avoid diluting link equity among several pages while keeping the main focus on one authoritative page per topic.

Keep Your Content Consistent

Your SEO strategy should prioritize consistent publishing of quality content. This tells search engines that not only is your site active, but it’s also committed to offering value to visitors.

Creating a content calendar can help ensure regular posts without compromising their quality. When you’re improving your website’s SEO strategy, remember: Quality always beats quantity. Make sure each post counts towards enhancing user experience as well as boosting organic traffic from search results.

Monitor Your Competitors’ Strategies: The Key to SEO Success

Staying ahead of your competition’s tactics is essential for SEO success. Keeping tabs on your rivals’ activities and adjusting the SEO plan for your website can help you perfect your own strategy.

The Art of Keyword Spying

The first step is to identify which keywords are driving traffic to competitor sites. According to Databox, most businesses target keywords to rank in the top 3/10/20/100 spots.

Image Source: DataBox

As a result, you might stumble upon keyword opportunities that you’ve missed so far. Just keep in mind that it’s not about mimicking your competitors’ efforts, but rather finding ways to set yourself apart while still remaining relevant in SERPs.

A Deep Dive Into Content Quality

Your rivals’ content quality plays a key role in their ranking on Google’s algorithm-driven SERPs. By taking a close look at their content, you can find elements that resonate with both users and search engines alike.

As you work through this process, be sure to aim for superior content creation that offers real value. SERPs aren’t fond of copied, poorly-written material.

Sleuthing Link Building Tactics

Beyond quality content lies another key component of any successful site’s search results: Link building strategies that secure backlinks from authoritative websites, ultimately enhancing the brand’s credibility.

To uncover who links back to your competitors, you can use tools like Moz Link Explorer. This can lead to potential partnerships where your brand’s contents may be promoted too.

Gauging Site Structure And User Experience

You can also learn a lot about your rivals’ site by evaluating their user experience and examining their navigation.

Are their menus intuitive? Is there an effective internal linking system?

If your competitors aren’t quite hitting the mark in these areas, consider it an opportunity to improve your own UX design. Just remember, the ultimate goal of monitoring competitor strategies is to create unique, quality experiences tailored to your specific audience.

Technical SEO Tactics: The Key to Better Search Engine Rankings

For optimal search engine rankings, technical SEO tactics are essential for optimizing your website. The organization of your content and its performance have a pretty big impact on how well you place in Google’s formula.

In addition to perfecting classic SEO elements, like headlines, title tags, URLs, and meta descriptions, here’s what else you need to know to optimize your content:

Image Source: DataBox

The Impact of Page Speed Optimization

A slow-loading page is like a closed door for users–they won’t wait around. Google considers page speed as an important ranking factor, meaning slower pages can potentially hurt your position in the SERPs.

• To enhance load times, compress images before uploading them or use caching plugins.
• You might also consider minifying CSS and JavaScript files on your website, which will also help reduce loading time.

Leveraging Image Optimization Techniques

Beyond reducing file size, you can optimize your images by adding relevant alt-text descriptions with each image. This helps search engines understand what the picture represents.

Image optimization techniques also include:

1. Adding descriptive file names instead of generic ones like “IMG1234.jpg”. These make both users’ browsing experience better and provide context for search engine bots.
2. Create alt-texts that accurately describe what’s shown in every image across all web pages within the domain.
3. Incorporate proper formatting when dealing with multiple URLs linking back to the same resource.

Unlocking the Power of Link Building Strategies

When done correctly, link building has major potential to boost your website’s search engine ranking.

Prioritizing Quality over Quantity in Links

When it comes to SEO, more doesn’t always mean better. Google’s algorithm prefers high-quality links from authoritative websites relevant to your brand’s content, rather than just sheer volume.

Cultivating Backlinks through Content Creation

Creating valuable and engaging content is a key component of successful link building. When you produce high-quality content that resonates with your target audience, it increases the likelihood of other websites linking back to your site. In fact, businesses with blogs receive 97% more backlinks to their website.

Building Relationships for Link Opportunities

Networking and building relationships with other website owners and influencers in your industry can open doors to valuable link opportunities. By making connections and providing value to others, you increase the chances of them linking to your website.

Avoiding Black Hat Link Building Tactics

While it may be tempting to take shortcuts, using black hat link building tactics can have some serious consequences for your website’s SEO. These tactics, like buying links or participating in link schemes, can hurt your rankings more than they’ll help them.

Optimizing Anchor Text for Relevance

When adding links into your content, it’s essential to use anchor text that’s relevant to the linked page. This helps search engines understand the context of the link and improves the overall user experience.

Monitoring and Analyzing Your Link Profile

Regularly monitoring and analyzing your link profile is crucial for identifying any potential issues or opportunities. Tools like Google Search Console and specialized SEO software can help point out useful information about the quality of your links.

Measure Your Results

As with any great marketing strategy, monitoring and measuring your results is crucial. Using analytics tools like Google Analytics allows you to gauge how well your website’s SEO strategy is performing in search engine rankings.

Here’s a short video on how Google Analytics can help you better understand the efficiency of your marketing efforts:

Video Source: GoDaddy

1. Tracking Organic Search Traffic

When you’re assessing an SEO campaign, the first thing you should review is organic search traffic. This metric shows the number of visitors who land on your site via unpaid (organic) listings from search engines rather than through paid ads or direct entries.

2. Assessing Keyword Rankings

Beyond traffic data, evaluating keyword rankings is also a crucial part of any business-based online marketing makeup. Keywords directly influence which sites appear first under Google’s algorithmic-driven SERPs.

Image Source: Adam Connell

Tools like SEMrush offer features that allow you to track keyword positions over time across multiple URLs. This can highlight key information about ranking shifts for specific keywords tied with your brand content influencing visibility on SERPs.

3. Reviewing Backlink Profile

The strength of backlinks to your website significantly influences where it will rank among other domains.

Ahrefs’ Backlink Checker tool helps determine not only the quantity, but also the quality and relevance of domain links pointing towards yours.

Remember, consistent analysis isn’t just about number crunching; Understanding trends over time is key too, so keep tabs regularly.

FAQs in Relation to Seo Not Working

How do I fix Google SEO?

To fix your Google SEO, first audit your site for issues. Then, optimize your brand’s content with relevant keywords and improve website speed. Also, consider implementing structured data markup.

How do you check if SEO is working or not?

You can use tools like Google Analytics or SEMrush to track metrics like organic traffic, bounce rate, and keyword rankings to determine the effectiveness of your SEO efforts.

How long does it take for your SEO to work?

SEO isn’t an overnight process; it typically takes around 4-6 months before you start seeing solid results.

Why is SEO getting harder?

The increasing complexity of search algorithms coupled with fierce competition makes achieving high SERP positions more challenging than ever before.

Master the Art of SEO Today

SEO isn’t just a one-time thing; it’s a game that keeps changing. To win, you’ve got to stay on top of search engine tricks, play the keyword game well, and make sure your website is user-friendly. When you find your own unique strategy, watch your results, and adjust as needed, you’re on your way to SEO success.

Are you ready to get more traffic to your site with quality content published consistently? Check out our SEO Blog Writing Service or schedule a quick consultation to learn more about how Marketing Insider Group can help you earn more traffic and leads for your business.

Put simply, nonprofit omnichannel marketing is a strategy that involves promoting your ideals or case for support within and between multiple marketing channels. For example, your organization might promote its goals and ask for support from donors and volunteers via direct mail, text messages, emails, social media, and out-of-home marketing. Ideally, communication should still feel seamless to recipients, even when they are exposed to messages on different channels.

Omnichannel marketing increases the number of touchpoints your nonprofit has with its donors. Instead of supporters only seeing messages from your organization when they check their email, they’ll be reminded of your organization and its goals any time they open social media, flip through their mail, or even check their text messages.

This added exposure can lead to increased awareness of your nonprofit, reach more new supporters, and boost fundraising revenue. Additionally, you’ll be able to establish dedicated audiences across multiple platforms, helping you provide a better donor experience by addressing each supporter’s communication preferences.

Along with these benefits, however, omnichannel marketing can come with some challenges. In this guide, we’ll explore three common obstacles:

1. Integrating communication channels is difficult.
2. Your nonprofit struggles to allocate resources.
3. Keeping up with trends feels overwhelming.

One of the goals of an omnichannel approach is to build a seamless supporter experience that organically builds more awareness of your organization. To get started, we’ll address how you can integrate communications to keep all of your messages consistent.

1. Integrating communication channels is difficult.

Without taking an integrated approach, your omnichannel marketing strategy could come across as disjointed and even confusing for your supporters. For example, let’s say you reach a supporter with direct mail and social media ads. However, each message uses a different color scheme, the tone varies from friendly to formal, and you forget to add your logo to the social media ad.

To prioritize constituents’ experience, it’s crucial that your nonprofit keep its messages consistent and work to actively integrate the channels. Here are some ways to cultivate a more cohesive, unified marketing campaign:

• Maintain visual consistency. Each marketing message should have a similar color scheme, fonts, and logos to strengthen your branding. This also makes it much easier for your supporters to recognize messages from your nonprofit, especially if they’re exposed to your messages in an unfamiliar format or communication channel.
• Choose a theme or story. Each campaign should have a clear central theme or story that your messages tie back to, whether that message is delivered via a marketing email or printed flyer. For example, maybe your food pantry leverages storytelling in its Thanksgiving donation appeal by sharing testimonials from families who benefited from the pantry during past holidays.
• Create a donor journey map. Using past campaign data, outline the journey a donor will take between learning about your nonprofit and making a donation (or, what motivates them to continue giving). Create an “ideal donor journey” and a map of your organization’s current state journey to identify both friction points in the journey and surprising moments to land on that journey. This way, your journey remains human-centric while also reaching your constituents with the right messages, at the right times, and through the right channels and formats.
• Link digital and traditional platforms. Without anything binding them together, digital and traditional media channels can feel entirely separate. Consider adding QR codes to printed media that link to your website, donation form, social media pages, and long-form online content. To lead digital viewers to more traditional channels, you could add a form to your website that they can use to sign up to receive direct mail.
• Develop a measurement strategy. Measuring the performance of an omnichannel marketing strategy is different from the way single and multi-channel efforts are tracked. Just like platforms should be integrated, you should also strive to optimize the way data flows and integrates with your various systems and reports. Developing a sound measurement strategy that properly attributes metrics to their respective channels is paramount during the planning process.

With a more united approach, your omnichannel strategy will facilitate a clear, logical path for supporters to follow. Eventually, they’ll reach the bottom of the funnel and take your nonprofit’s desired next action, whether that’s making a financial donation or signing up to volunteer.

2. Your nonprofit struggles to allocate resources.

For some organizations, it can be difficult to allocate any funding to your marketing efforts—and when you’re using many different channels, this issue can be even more challenging. Additionally, staff members might struggle to find the time to create and manage marketing materials.

Here’s how your nonprofit can save itself time, money, and stress:

• Save time by front-loading your marketing efforts (e.g., creating a detailed content calendar for the entire month) and automating messages (e.g., schedule sending the month’s marketing emails). Working with an agency or consultant who specializes in nonprofit marketing and fundraising can also alleviate the burden on your busy staff members.
• Save money by optimizing free or low-cost marketing channels. Many digital marketing channels are free to use, requiring only your time to strategize and develop the posts.
• Limit stress by designating a specific portion of your funding toward marketing when creating your annual budget. While this seems obvious, determining these figures in advance can prevent over and underspending on marketing (and limit the mental load of budgeting along the way). Some organizations have found success with establishing a cross-functional internal team which includes representation from marketing, fundraising, communications, and membership/volunteer, who manage this shared budget line item along with shared objectives and key results (OKR).

As a nonprofit professional, you know that there are certain myths about nonprofit finances that can contribute to the stress and difficulty associated with budgeting for marketing costs. Some people believe that nonprofits can’t or shouldn’t earn a profit, while others think that those with the least amount of overhead are the most successful—in other words, all of your spending should be allocated to aiding beneficiaries.

But, investing in activities that are meant to reach more supporters and gain funding for your mission is just as important. Marketing preserves your organization’s longevity, helping you serve more of those in need.

3. Keeping up with trends feels overwhelming.

Like any other industry, marketing has trends. Following these trends helps to keep your approach fresh and engaging to your supporters. But because trend cycles seem to go in and out of style faster than ever in the digital age, it can be difficult to stay up-to-date.

While you’ll need to keep an eye out for short-lived trends like social media challenges, here are three that have more staying power in the nonprofit marketing world:

• An emphasis on personalization. With such easy access to data about audiences, personalizing marketing messages has become the norm. To get started, create donor segments defined by characteristics like giving behavior, demographic information, or communication preferences. Then, craft differentiated marketing messages that will appeal to each group uniquely.
• Increased sustainability. Audiences want brands and organizations to show that they value sustainable practices. When using print media to promote your organization, consider using recycled materials or opting for things like small postcards that won’t require envelopes to send. Another positive aspect of following this trend is that these practices can limit costs, too!
• Influencer marketing. Look for influencers who are relevant within your nonprofit’s niche and partner with them. The partnership could involve sending them branded merchandise they wear in social media posts or inviting them to vlog one of your fundraising events. These connections will help you reach new supporters in the influencer’s existing audience.

Your nonprofit should strive to weave trends like these into each platform, even more traditional ones like direct mail. It’s easy to fall into a formulaic pattern when it comes to marketing, but over time this approach can become stale to supporters. Instead, shift to a more innovative mindset in which your organization is always looking for a new idea, message, or strategy that will grab your audience’s attention.

While it’s likely that your organization will encounter a few bumps on its journey toward an integrated, omnichannel marketing strategy, it’s well worth the end result. These tips, along with help from a nonprofit marketing and fundraising agency, can help your organization reach brand-new audiences, strengthen bonds with your existing supporter base, and cultivate a well-rounded digital presence.

Great marketers are always on the hunt for the next big thing. The allure of new strategies, innovative tools, and cutting-edge technologies is undeniable. They promise to revolutionize our performance, to catapult our content to the top of the digital heap, and to keep us one step ahead in the race for online visibility.

Yet, there’s one strategy that remains steadfast in both its importance and its ability to deliver results: Search Engine Optimization, or SEO. It’s not the shiniest tool in the box, nor the newest. But it is, without a doubt, one of the most effective.

SEO is the compass that guides our content to its intended audience. It’s the tried and true strategy that, despite constant changes in the digital marketing landscape, stands the test of time.

In this blog post, we’re diving into the importance of SEO for content marketing, exploring why it remains a vital strategy for long-term success, and why every content marketer should be taking advantage of its power.

Quick Takeaways

• SEO helps businesses build trust and credibility, increase web traffic, gain visibility, and understand customers.

• The first spot on Google’s SERPs gets 27.6% of all clicks, and moving up just one spot in search results can increase CTR by a staggering 32.3%. 

• SEO produces greater returns on your investment over time. It leads to exponential growth in search ranking, readership, referral traffic, and visibility. 

• Hiring an SEO agency can provide businesses with an integrated approach to content creation and SEO, save time, keep the business up-to-date with SEO rules, offer expert guidance, deliver better results, and give a competitive edge.

What Is SEO?

SEO, or Search Engine Optimization, is a method used to increase the visibility of a website or a web page in a search engine’s unpaid results.

These results are often referred to as “organic search”, and account for 62% of traffic from digital sources.

Let’s break it down a bit more. Imagine you have a library full of books but no librarian. SEO is like the librarian of the internet. It keeps track of all the content on the web and helps search engines like Google find what they’re looking for.

When you type something into a search engine, SEO helps decide which websites or pages should show up first. It does this by looking at many factors, like:

• Frequency of updated information
• Security
• Ease of navigation
• Quality of content

In simpler terms, SEO is a way of making your website more attractive to search engines, which can lead to more people finding and visiting your website. It’s a crucial tool for anyone who wants their website to be found and visited by more people.

Why You Need SEO

Get this: The first spot on Google’s SERPs gets 27.6% of all clicks, and moving up just one spot in search results can increase CTR by a staggering 32.3%.

Image Source: Backlinko

Simply put, SEO is like a spotlight that shines on your business in depths of SERPs, boosting your visibility, traffic, and engagement. It’s a non-negotiable strategy for businesses that want to be seen. Here’s why:

• Building trust and credibility. Just like in the real world, trust and credibility are important on the internet. When your website shows up at the top of search results, people are more likely to trust your business. SEO helps you get to the top, establish authority, and build trust and credibility.
• Increasing web traffic. The better your SEO, the more people can find and visit your website. This is called increasing web traffic, and it’s a great way to get more potential customers.
• Being visible. SEO helps your business stand out in the crowd. There are millions of websites on the internet. SEO makes sure that when people search for something related to your business, they find you instead of your competitors.
• Understanding your customers. SEO also helps you understand what your customers are looking for. By using SEO, you can see what people are searching for and adjust your products or services to meet their needs.

Optimizing your digital content for search engines helps people find you, trust you, and understand what you can offer them.

SEO Works Like Compound Interest

If you’ve ever taken a business course or talked to a financial investor, you may likely have learned about the principle of compound interest and how powerful it is. It’s one of the many reasons that explain the financial growth and success of some of today’s millionaires and billionaires.

How compound interest works is that, when earning a consistent interest rate, your principal–the amount of money you initially invest–will grow, and as your principal grows so will the interest you earn, and this ultimately creates a snowball effect producing greater returns on your investment.

The author of the MarketingProfs article Timothy Carter states that SEO works the same way, given the right strategy is implemented properly. For example, when you create a piece of content that adds value to your target audience and industry, and you have a good distribution strategy to get it in front of the right people, including high value prospects as well as influencers and popular sites for promotion and syndication, your content will earn hundreds (and even thousands) of:

• Reads
• Social shares
• Inbound links
• Quality leads

This piece of content will continue to earn new readers, links, visibility and sales for your company over time, and as you create more related content, you’ll see the same growth pattern. Carter argues that this is what differentiates SEO from traditional marketing and advertising tactics.

Take pay-per-click ads, for example, you spend a specific amount of money for a certain amount of clicks. If your return on every dollar you spend is two dollars, that rate will remain consistent over time. You may be able to increase it by making changes to your ad copy or adding a new channel for promotion, but ultimately you will hit a ceiling with your growth.

SEO, on the other hand, works like compounding interest and so your growth won’t hit a ceiling. While one could argue that other strategies like email marketing also share qualities similar to compounding interest, Carter claims that SEO has one mathematical reason that gives it a winning advantage over other strategies–its exponential growth in:

• Search ranking
• Readership
• Referral traffic
• Visibility

4 Benefits Of SEO That Other Marketing Strategies Don’t Have

1. Search Ranking

Relevant, valuable content will continue to earn links over time, regardless of when it is published. This in turn improves the ranking of the individual webpage, moving it closer to the first page of search results.

Image Source: WordStream 

At the same time, any new content you subsequently create, which your audience finds relevant and valuable, will grow in a similar way. Together, all your content will help multiply growth in your brand’s total search rank.

2. Readership

Your readership will grow as you publish content more regularly and consistently and syndicate to popular, high traffic sites related to your industry. When you reach a level of popularity, you will start to see your readership grow exponentially simply as a result of your existing readership.

3. Referral Traffic

One of the many obvious benefits of creating relevant, valuable content is that it helps to reach, engage and ultimately convert your target audience. But another big benefit is that high-quality content helps you build inbound links.

The more inbound links you receive externally from authoritative websites in your space, the higher your content will rise in search results. And these external posts will continue to drive more referral traffic for you, even long past their publication.

As you build more inbound links, your website will rank higher in search engines, driving more awareness, traffic and readership to your site.

4. Visibility

As you continue to build relationships with more publishers and influencers and grow your social media following, your overall visibility in your industry will grow. You’ll also want to regularly track and identify any gaps and opportunities for improvement for each point of visibility, to ensure continuous, sustainable growth in the future.

These are just four of the many benefits you’ll see with developing a well-rounded SEO strategy. When combined with an effective content marketing and social media marketing strategy, you’ll see a much higher ROI than any other marketing strategies in the long haul.

Hiring an SEO Agency

Optimizing your website’s content for search engines is no easy task–especially if you have years of blog posts, case studies, and landing pages to sift through. That’s why in many cases, it’s best to leave it to the professionals.

Video Source: Casey’s SEO

Here’s why we recommend working with the experts:

1. Integrated Approach

Many SEO agencies also offer content creation services. This means they can help you create high-quality content that is optimized for search engines. An integrated approach ensures that your content and SEO strategies align, leading to better results.

2. Saving Time

Learning about SEO and applying it to your website can take a lot of time. By hiring an SEO agency, you can save this time and focus on other important parts of your business. This allows you to focus on what you do best, while the agency handles the SEO.

3. Staying Up-to-Date

The rules of SEO are always changing. What worked yesterday might not work today.

SEO agencies keep up with these changes and make sure your website is always ready to be found. They stay on top of trends and algorithm updates to ensure your website stays relevant.

4. Expert Guidance

SEO can be complex, like a puzzle with hundreds of pieces. An SEO agency has experts who understand how to put these pieces together.

They know how to improve your website so that search engines like Google can find it more easily. They understand the algorithms that search engines use and can tailor your website to meet these requirements.

5. Getting Better Results

An SEO agency uses proven strategies and tools to improve your website’s visibility. This means more people can find and visit your website, which can lead to more customers.

They also monitor and track your website’s performance, providing you with detailed reports on how your SEO is working.

6. Competitive Edge

With so many businesses online, standing out can be tough. SEO agencies help give your business a competitive edge by ensuring your website ranks high in search results.

This increases the chances of potential customers finding you before they find your competitors.

Lock In Long-Term Success Today with Marketing Insider Group

SEO isn’t just a strategy–it’s an essential tool for long-term success. It helps build trust and credibility, increases web traffic, and gives businesses a competitive edge.

By hiring an SEO agency, businesses can leverage professional expertise to navigate the complex landscape of SEO, making sure their content is seen, heard, and valued.

Are you ready to engage and convert new customers with high-quality content? Marketing Insider Group can help. Get started today by checking out our weekly blog content service, or schedule a free consultation now to learn more!

If you want to be successful in digital marketing, you have to stay ahead of the curve. And this time, it’s the new GA4 features that are making waves.

GA4 (Google Analytics 4) isn’t just any old update. It’s a complete rebuild, specifically designed to give marketers more insightful and useful data about their online audiences.

The more you know about who your users are, what they want, and how they interact with your website or app, the better you can tailor your marketing efforts to meet their needs. GA4 provides the tools and insights you need to gain this understanding, making it a key asset for any digital marketer.

In this blog post, we’re diving right into the new GA4 features. They can help you optimize your marketing efforts, engage with your audience more effectively, and most importantly, drive business growth.

Image Source: Google Help

1. New Unnotified Users Suggested Audience

Only 51% of iOS users enable push notifications. So if you have an app and have managed to get people to download it, there’s a whole lot of your users out there missing out on your updates or offers.

The “New Unnotified Users Suggested Audience” feature can help you identify users who have not been reached via push notifications. This allows you to engage with them more effectively, and make sure they don’t miss out on important information or updates.

Whether your goal is to increase user engagement, promote a new feature, or just remind your audience of the value your app provides, this feature can be a valuable tool. It’s designed to keep your app at the forefront of your users’ minds and helps you broaden your reach.

2. Access to GA4 Audience Builder in Google Ads

In the coming weeks, you’ll be able to build audiences directly in GA4. This means you can create and manage your audiences without having to switch between different platforms, making the process as smooth and efficient as possible.

Image Source: Google Help

Imagine being able to define your target audience, set up your campaign, and manage your ads all in one place. Not only does this save you time, but it also reduces the risk of errors that can happen when you’re transferring data between different platforms.

And, the less time you spend on tedious tasks, the more time you have to strategize and innovate.

3. Seamless Re-use of App and Web Audiences

This GA4 feature can make your life a lot easier when it comes to targeting the right users for your app campaigns.

As you know, reaching the right audience is key to any successful marketing strategy. You’ve probably spent a ton of time and resources building an audience in GA4 that perfectly matches your target demographic. Wouldn’t it be great if you could use this same audience for your app campaigns without having to start from scratch?

That’s exactly what the “Seamless Re-use of App and Web Audiences” feature allows you to do. Once you’ve created an audience in GA4, this feature targets your app campaigns at the relevant app users from your audience. This means you can avoid wasting resources on users who are unlikely to use your app and focus your efforts on those who will.

4. Additional Performance Uplift

This new GA4 feature is designed to automatically optimize your App campaign performance, making it a valuable addition to your digital marketing toolkit.

To get started with this feature, you’ll need to activate Google signals in your linked GA4 property. Once activated, the tool gets to work, analyzing your campaign data and making adjustments to help improve performance.

Whether it’s adjusting your bid strategy, refining your target audience, or tweaking your ad placements, the “Additional Performance Uplift” feature helps improve your campaign performance, freeing up your time to focus on the rest of your digital marketing strategy.

5. Comprehensive Web-to-App Conversion Measurement

The “Comprehensive Web-to-App Conversion Measurement” feature provides a more accurate and privacy-safe way to measure app conversions from web campaigns.

It’s more important than ever to have a clear understanding of your conversion paths, especially when it comes to tracking conversions from web campaigns that deep link users into an app.

Google has introduced a new privacy-safe URL parameter that enables better iOS app conversion measurement. This means you can track conversions from users who click on a web ad and then complete a conversion within your app.

Image Source: Optimize Smart

This feature provides a more complete picture of your conversion paths, helping you understand which of your marketing efforts are driving conversions. It’ll give you the insights you need to optimize your campaigns and drive better results.

6. Integrations with SKAdNetwork

The next feature is designed to enhance in-app event measurement and optimization.

Whether you’re tracking app installs or purchases, understanding in-app events can help you optimize your marketing efforts. With the new “Integrations with SKAdNetwork” feature, you can configure your SKAdNetwork conversion value schema.

This means you can set up a system to track and measure specific in-app events that are important to your business, giving you more flexibility and control. It’s designed to help you gain a deeper understanding of your app’s performance and guide your marketing decisions.

7. On-Device Conversion Measurement

Nowadays, privacy is a top concern for users. And as marketers, it’s our job to respect these preferences while still gathering the data we need to optimize our strategies.

Image Source: GroupSolver

With the “On-Device Conversion Measurement” feature, GA4 has rolled out additional support for more types of consented user sign-ins, like phone numbers. This means you can track conversions from users who sign in using these methods, providing you with more comprehensive data.

The best part is that this solution works without any user-identifying information ever leaving a user’s device or being disclosed to external parties, including Google. This means you can gather the insights you need while still respecting user privacy.

8. Geo-Based Conversion Lift Measurement

The last new GA4 feature is designed to help marketers run controlled experiments to better understand the effects of their iOS App campaigns.

Currently available in beta, this tool gives marketers the ability to run controlled experiments. This means you can compare the performance of your iOS App campaigns in different geographical areas to understand their effects more accurately.

For example, you’d be able to see how your campaign performs in one city compared to another, or how different regions respond to your marketing efforts. This kind of information could be key to refining your marketing strategy and optimizing your campaigns.

GA4 Features and Beyond

The new GA4 features are set to revolutionize the way we approach:

• App and web engagement
• Campaign management
• Performance optimization
• Conversion measurement

These tools have the power to provide key insights we need to drive marketing success. By taking advantage of these new GA4 features, you improve engagement, efficiently target campaigns, and respect user privacy, ultimately providing an exceptional user experience.

Are you ready to really give your audience the experience of a lifetime? Marketing Insider Group can help you create top-tier marketing content. Get started today by checking out our weekly blog content service, or schedule a free consultation now to learn more!

Too many conversations about artificial intelligence assume a binary. Either the robots replace the people in a particular role or use case, or they don’t.

This black-or-white thinking could be appropriate in limited applications. Machines and automation are replacing humans in various functions. This is particularly the case in the industrial economy, but it also continues to increase in the professional services world. Changes in the workforce will be inevitable as AI programs become more sophisticated and functional.

But at least for the foreseeable future, the middle ground will be much more common. Artificial intelligence (and other related forms of “smart” automation) will assist humans without totally replacing them. AI will make people more efficient, effective, and just plain good at what they do without removing them from the decision process.

There are already countless examples of this in consumer-facing industries. In 2021, a clear majority (67%) of people interacted with a chatbot in some capacity, and that figure has risen significantly in the years since.

We’re at the point where customer-contact teams that don’t leverage AI face reputational risk. A hybrid approach that blends human and machine intelligence is critical to a first-rate customer experience (CX). If you’re behind the curve, it’s time to get serious about recharging your CX strategy with AI.

How to Improve Your CX Strategy With AI

Start with these five results-oriented, AI-enabled CX strategies.

1. Leverage AI Tools for Quality Assurance

Quality assurance (QA) grading can be a complex, time-consuming process for CX teams, especially if teams are still using spreadsheets. Human-powered QA graders have limitations to the number of tickets they can evaluate, and the evaluation of interactions can be open to interpretation. Since traditional QA relies on a random sample of customer and agent conversations, these limitations mean fewer interactions to analyze and less consistency in the data presented.

With the help of AI, teams can enhance their efficiency by expanding the scale of QA insights to 100% of customer interactions, enabling companies to have an immediate “heat map” of conversation quality metrics. This makes it easy for them to identify ”hot spots” of friction that demand attention on the quality of interactions between agents and callers.

Quite possibly the most intriguing AI development impacting QA is the capability to read into the emotional aspect of interactions between customers and agents. According to MaestroQA CEO Vasu Prithipati, Sentiment analysis has emerged as a powerful tool for CX and QA professionals, enabling them to uncover the emotional nuances within customer interactions and make data-driven decisions. However, there is still untapped potential in this field as the impact of AI-powered sentiment analysis continues to be a research-heavy topic. CX leaders have only scratched the surface of its capabilities.

Companies should keep in mind that leveraging AI-powered sentiment analysis doesn’t take humans out of the equation. They still need to act on the outputs — deciding, for example, whether the solution to persistently low CSAT scores is an overhaul of team processes or a tougher approach to human resource management.

2. Deploy Next-Generation AI Chatbots to Answer Straightforward Customer Queries

“Human customer support or chatbots” is one of the many human-AI interfaces that’s not a binary, either-or proposition. CX teams can retain human agents (and maintain overall staffing levels) while more aggressively deploying automated agents in low-degree-of-difficulty settings as part of their CX strategy.

Customers expect to interact with chatbots, and studies suggest their experience is surprisingly positive. More than six to one say they have positive or neutral interactions with chatbots.

The logical next step for CX teams is to deploy chatbots as frontline problem-solvers for customers with relatively simple queries instead of just the standard website “greeters” or phone menu gatekeepers. This frees up the human agents who’d typically address those concerns to “graduate” to supervisory and backup roles where they monitor chatbot output for quality and take over when queries prove too difficult for the bots.

3. Use Natural Language Search & Generative AI in Your Knowledge Base

Natural language processing has been around for many years. Generative AI feels like a more recent development due to rapid improvements in output quality since 2022. But it, too, has older roots. The upshot is that most users are familiar with these technologies and willing to leverage them in self-help settings.

What this means for your CX strategy is that self-help databases (principally knowledge bases, but other resources as well) are ripe for natural language and generative AI deployment.

Integrating a custom ChatGPT or white-labeled generative instance with an existing self-help database can dramatically improve the customer experience by producing more relevant, personalized results over shorter periods while eliminating the tedious search-click-and-repeat process that puts many users off. Those put-off users are liable to take their easy-to-solve problems to the call center, congesting the queue for others who do need hands-on help.

4. Use Predictive AI to Serve More Relevant Product Recommendations

CX is about more than ensuring an excellent customer experience for help-seekers. It encompasses every point of customer contact, from the very first introduction to your brand to the 10th repeat sale. This means it covers what many know as “on-page marketing” — the recommendations your website and e-commerce portal serve users as they navigate.

These recommendations must be relevant, timely, and personalized to the extent possible. Traditional recommendation engines might leverage order histories and customer-provided data to generate tolerable suggestions, but anyone who’s used an outdated web shop knows that these only go so far.

Predictive AI is critical for a truly exceptional customer experience that increases a prospect’s likelihood of repeatedly converting. Recommendation engines that use predictive AI can digest far more variables than “dumb” engines and develop far more relevant insights. They leverage the full breadth of available data, from similar buyers’ past order histories to the specific user’s recent browsing patterns. Their high-quality outputs grease the sales funnel and, it bears repeating, increase conversion rates.

5. Tap Next-Generation Retargeting Networks for Better Customer Retention

It’s no secret that retargeting can drive significant marketing growth at a relatively low cost. In fact, retargeting is the most cost-effective way to claim “second chance” conversions that would otherwise not occur.

Yet many brands don’t bother with it at all. Their reluctance is often rooted in outdated misconceptions about retargeting as a spammy “blunt instrument” that users either ignore or actively disdain. But like AI-enabled on-page recommendation engines that serve up relevant results, next-generation retargeting tools leverage machine intelligence to provide actionable, personalized ads and reminders. Don’t discount them.

What’s Next for AI in CX Strategy?

The pace of AI advancement is picking up. It’s getting difficult even for seasoned observers of the space to predict where things are headed, let alone where they’ll be in five or ten years. There’s also the less exciting but real possibility of a prolonged “AI winter” as advances slow down and reality catches up with the hyped-up idea that artificial general intelligence is just around the corner.

What seems very likely is that the quality of “weak” AI programs like ChatGPT will continue to improve incrementally in the months and years ahead. Even if there’s no intelligence revolution in the near future, steady improvements will continue to enhance and streamline the customer experience — and make CX teams’ lives easier and more productive.

In the not-too-distant future, human CX agents could spend little, if any, time interacting directly with customers and most or all of their time on quality control, workflow improvements, and even product development — behind-the-scenes work that leverages their irreplaceable human insights to improve the customer experience.

One of the best marketing events every year is Content Marketing World. I never miss it.

And this year the speaker lineup is unmatched. Elizabeth Banks is the headliner but I’m most excited for one of the best marketing speakers I’ve ever heard, Avinash Kaushik.

But What does Avinash know about content marketing. And why am I excited to see him speak? Stick around and I’ll fill you in.

Key Takeaways:

• Avinash Kaushik is a visionary marketer who always seeks to simplify the complexity of performance-based marketing
• His “See-Think-Do-Care” framework continues to be foundational for effective content marketing.
• Join me in watching Kaushik’s keynote speech at CMWorld 2023 on September 28, Actionable AI: Solutions for Unknown Unknown Problems!

Who Is Avinash Kaushik?

I heard him speak at another marketing event a few years ago. And while he dropped f-bombs like my kids spill their cheerios, he was also one of the most unique, intelligent, and passionate speakers I’ve ever seen.

His main message has always been to focus your efforts on stuff that works, using focused data and analytics. He thinks of marketing much more holistically than most: he believes marketing’s greatest value happens when we marry the art and the science, the long term and the short term.

He alsowants to eliminate “suckiness” from our lives. Which obviously gives me an opportunity to plug my best selling book Mean People Suck!

Check out Avinash’s recent CMWorld Community Talk to get to know him a little better:

An Admirable Career

Avinash’s bio states that he “helps executive teams, marketers and data analysts leverage innovative digital strategies and emerging technologies to outsmart their competitors.”

He was famous as the senior director of Global Strategic Analytics Google at Google, where he spent 16 years and led the company’s Google Analytics product.

Recently he transitioned to the C-suite, becoming Chief Strategy Officer of the global digital marketing agency Croud.

An Engaging Writer

If Kaushik’s Occam’s Razor blog is not in your feed, subscribe now!

Kaushik has written two best-selling books: Web Analytics: An Hour a Day and its follow-up, Web Analytics 2.0.

LinkedIn also selected Kaushik to be a Top Voice on LinkedIn (jealous!), which is a designation very people qualify for.

A Snarky Speaker After Our Own Hearts

Major brands have invited Kaushik to share his insights, including Porsche, Hyatt, IBM, Chanel, and Unilever. He’s an in-demand speaker for keynotes at conferences worldwide.

All those accolades are great, but the real reason we love him is his no-holds-barred, tell-it-like-it-is, practical style. Kaushik keeps it real, bringing a refreshing dose of humor and snark to keep you engaged.

(Here’s a perfect example:)

Image Source

Kaushik’s Stances on Business and Marketing

In all things, Kaushik wants organizations to learn how to collect the right data and commit to calculated risks in serving clients. At the same time, leaders need to be ready to pivot once the data indicates a clear need for change.

The 10/90 Rule

You know you’re doing something right when people worldwide adopt your principles and marketing models. Kaushik’s first big breakthrough was his 10/90 rule that he first shared in 2006.

This guideline can save a lot of budgeting headaches for marketers. Kaushik asserts that you must invest $90 on analysts for every $10 you spend on analytical tools.

Appropriately, the 10/90 rule puts the emphasis on the professionals who interpret data over the tools they use. This stops organizations from blindly investing in data analysis products and looking for unrealistic returns.

I think we could use the same principle in describing how we use AI in Content Marketing!

The See-Think-Do-Care Framework for Content Marketing

Kaushik’s See-Think-Do-Care model pushed companies to take advantage of digital communication to get more personal in their marketing. And it served as a model for me in my earliest days of content marketing.

He posits that the buyer funnel has four stages. Marketers should provide relevant content for each stage of the journey.

Image Source

1. See

The See stage includes your largest addressable qualified audience. This LAQA is just window shopping and puts purchasing decisions off to the future.

Instead of barraging these people with buy-now messages, content should grab their attention with relevant topics. This is a great time to be entertaining and informational to attract and draw users in.

2. Think

The Think phase is when buyers are sure they want to buy something soon. These individuals don’t have a definite interest in a particular product but realize they have a problem that needs solving soon.

At this stage, content marketing needs to be even more educational to guide the person toward a buying decision.

3. Do

The Do stage is where a buyer is ready to take action. The person knows the problem and understands how they want to solve it.

This individual is the most profitable prospect, and you can implement strong calls to action.

4. Care

Care is where most companies fall on their face. This is how you deal with real customers who loyally engage with you.

Kaushik defines this as a person who has made more than a single purchase. (A one-time buyer might be handling a one-off transaction or could be unhappy with the results and never come back.)

As the name suggests, personalization and emotion are at the heart of this stage. Companies must focus on building relationships with these users, not just pushing products.

How See-Think-Do-Care and Data Help Direct Marketing Efforts

As Kaushik explains, a business must gather data to find out where buyers are in the See-Think-Do-Care framework. Organizations then use the info to focus marketing efforts in areas with the most significant return on investment.

This image gives a practical breakdown of where to use each type of marketing. You’ll notice that content through display ads and search engine optimization proves cost-effective throughout the entire journey.

Image Source

Crucially, a company has to use the correct metrics for each funnel section. Many marketers have fallen into the trap of measuring everything by conversions, which really only works in the Do phase.

By relying on the appropriate metrics at the right time, marketers can make more cost-effective decisions about campaigns.

Kaushik’s Views on AI

I know marketers are eager to hear his thoughts on the recent developments of AI and Marketing.

His take is sure to be a balanced approach and promising for any of us “meatbags” who are worrying about a robot revolution coming to take our jobs.

On a recent podcast, he emphasizes using AI as an enhancement to our work instead of replacing it. This thought jibes with his contentions in the 10/90 rule, which promotes a larger investment in workers than technology.

In any case, we look forward to him giving us practical pointers on the subject.

Avinash Kaushik’s Talk at Content Marketing World 2023

We can’t wait to see what Avinash Kaushik has to say about AI at CMWorld 2023. He’s on the Keynote Stage on Thursday, September 28, 8:25 AM Eastern Time discussing Actionable AI: Solutions for Unknown Unknown Problems!

I’m speaking at Content Marketing World as well! Join me for new ideas to reinvigorate your strategies and evolve your content marketing. Register here and save $100 on registration with my promo code BRENNER100.

Google, the world’s leading search engine, currently has over 85% of the search engine market. And, they’ve made it abundantly clear that their ranking preferences lean heavily towards websites that prioritize user experience.

This means they reward content that resonates with an audience, demonstrates expertise, and adds tangible value to the lives of readers.

As a B2B business, consistently sharing fresh content isn’t just a recommendation; it’s a necessity. But how exactly does fresh content impact your SEO? And more importantly, how can you streamline your content creation process to ensure a consistent flow of fresh content?

In this post, we’re exploring the role of fresh content in SEO, its impact on SEO marketing, and practical strategies you can implement to keep your content fresh and engaging.

Quick Takeaways

• According to Search Engine Journal, 49% of marketing professionals deemed organic search as their most profitable marketing channel.
• Fresh content improves search rankings, increases engagement, establishes trust, optimizes keywords, and earns backlinks.
• Updating and republishing outdated blog posts with new information and images can increase organic traffic by as much as 106%.
• Content marketing agencies have the expertise and resources to create high-quality content that aligns with your business’s goals.

The Role of Fresh Content in SEO

Just like how viewers expect to see new stories and updates on the news every day, your audience and search engines expect to see new information on your website regularly. This new information is what we call “fresh content”. This could be anything like:

• Brand-new blog posts
• Articles
• News updates
• Revised landing pages

According to Search Engine Journal, 49% of marketing professionals deemed organic search as their most profitable marketing channel. But in order to reap the benefits of organic search, first you need to rank on SERPs.

Image Source: Search Engine Journal

Adding fresh content to your website regularly is like telling your audience and the search engines, “Hey, we’re still here, and we’ve got new things to share!” As a result, it keeps your website relevant and improves your visibility on SERPs.

The Significance of Fresh Content

Search engines, like Google, have a preference for new and updated content.

When a website regularly publishes new articles, modifies existing ones, or adds new resources, it signals to search engines that the site is active and current.

Audience Engagement

Fresh and frequent content also plays a pivotal role in audience engagement.

Regular updates provide a continuous stream of new information for your audience, encouraging repeat visits and increased interaction.

This not only helps to establish your brand as a trusted authority in your field but also improves your search engine rankings.

The Importance of Frequency

The impact on SEO isn’t just about having fresh content; the consistency of updates is equally as important.

A recent study shows that companies publishing at least 4 blog posts per week saw 3.5 times the traffic compared to companies publishing only once per week.

Regularly updating your site indicates reliability, which search engines value highly.

Opportunities for Keyword Integration

Each new piece of content presents an opportunity to incorporate relevant keywords, which can improve your visibility for specific search queries.

Just keep in mind that the goal isn’t to overload your content with keywords, but rather to seamlessly integrate them into high-quality, engaging content.

The Effect of Fresh Content on SEO Marketing

For B2B brands specifically, consistently posting fresh content isn’t just a good practice; it’s a strategic move that can significantly enhance your SEO, increase your visibility, and ultimately drive more business through:

• Improved search engine rankings. Search engines favor websites that regularly update with fresh content. As a result, your site is more likely to achieve higher rankings in search engine results.
• Increased engagement. Fresh content keeps your audience engaged by providing them with new information, insights, and resources. This consistent engagement can lead to higher traffic, more time spent on your site, and more shares on social media.
• Authority and trust. Regularly publishing high-quality, fresh content helps establish your brand as a thought leader in your industry. This can build trust with your audience and search engines alike, which can boost your search engine rankings.
• Keyword optimization. Each new piece of content is an opportunity to weave in relevant keywords that your target audience is searching for. This can help you rank higher for those specific search queries.
• Link building. Fresh content can attract more backlinks from other websites. These backlinks are a key factor that search engines consider when ranking websites. In fact, the #1 result on Google has an average of 3.8x more backlinks than positions #2-#10. So, the more high-quality backlinks you have, the better your SEO.

How To Post Fresh Content Consistently

You’re probably wondering, “How am I going to find the time to crank out fresh content consistently?”

The truth is that posting fresh content consistently is manageable when you have the right tool and strategy in place. Here’s a few key strategies that can help keep your content fresh and improve your SEO, while minimizing your time commitment.

1. Update Old Content

Your content can become outdated or irrelevant over time, and search engines like Google reward content that is current and provides value to users.

Updating and republishing outdated blog posts with new information and images can increase organic traffic by as much as 106%. And according to Databox, 67% of marketing experts are updating old content.

Image Source: Databox

By updating old content, you’re not only improving its relevance, but also signaling to search engines that your site is active.

Here’s how you can get started:

1. Identify content for updates. Start by identifying which pieces of content could benefit from an update. These could be articles that are outdated, have declining traffic, or no longer align with your current business goals.
2. Add new information. Once you’ve identified the content, look for ways to add new information. This could be recent industry developments, updated data, or new insights that weren’t available when the content was first published.
3. Revise outdated information. Remove or revise any information that’s no longer accurate. This could be outdated statistics, old product information, or broken links.
4. Improve SEO. Take this opportunity to improve the content’s SEO. This could involve adding relevant keywords, improving meta descriptions, or optimizing images.
5. Republish. Once you’ve updated the content, don’t forget to republish it. This will bring it back to the top of your blog or news feed, giving it more visibility.

Not only does this process keep your content relevant and improve your SEO, but it’s also a lot quicker than creating fresh content from scratch.

2. Make a Content Calendar

A content calendar is a schedule that outlines when and what you’ll publish in the future. It’s a vital tool for planning your content strategy and making sure that you’re regularly publishing new content.

Creating a content calendar might seem daunting, but it streamlines the creation process, making your content more efficient and effective. In the simplest terms, all you need to do is:

1. Identify and understand your content needs
2. Plan your topics
3. Schedule your content
4. Assign responsibilities
5. Track your progress

To follow our step-by-step process for creating a content calendar, read our post on “How to Make a Content Calendar You’ll Actually Use.”

3. Collaborate with a Content Marketing Agency

Creating fresh, engaging content on a regular basis isn’t easy, especially if you have limited resources or expertise in-house.

Content marketing agencies have the expertise and resources your business needs to create high-quality content that aligns with your goals and resonates with your audience. Not to mention, it takes the “create new content” task off your to-do list, giving you more time to focus on other areas of your business.

When you collaborate with a content marketing agency, you can:

• Maintain a consistent flow of fresh content
• Leverage your agency’s expertise
• Boost SEO
• Reach your target audience
• Rely on professional writers

Image Source: Literal Humans

The perks of working with a content marketing agency don’t stop there. Read more in our “What Is a Content Marketing Agency and Why Do You Need One?” article.

4. Use Content Creation Tools

Content creation tools can simplify the process of creating fresh content. They can help you generate ideas, organize your content, optimize your SEO, and even automate the publishing process.

There are a ton of content creation tools out there, each with its own set of features. Here’s a few suggestions:

• Idea generation. BuzzSumo or AnswerThePublic can help you generate content ideas based on popular trends or commonly asked questions in your industry.
• Content organization. Trello or Asana can help you organize your content, track your progress, and manage your content calendar.
• SEO optimization. SEMrush or Yoast can help you optimize your content for SEO by suggesting keywords, analyzing your readability, and providing SEO recommendations.
• Content creation. Hemingway Editor or Grammarly can help in creating visually appealing graphics or ensuring your content is grammatically correct and well-written.
• Distribution. Buffer or Hootsuite can automate the process of publishing your content on various platforms at scheduled times.

Using content creation tools can save you time, improve the quality of your content, and make sure that you’re consistently publishing new content.

5. User-Generated Content

User-generated content refers to any content–text, videos, images, reviews, etc.–created by people, rather than brands.

UGC can be a powerful tool for B2B brands because it adds authenticity to your content and can help build trust with your audience. Plus, it provides a steady stream of fresh content without calling in all of your resources.

Video Source: Inbound Explained

Here’s a few ways B2B brands can leverage user-generated content:

• Encourage reviews and testimonials. Ask your clients to write reviews or testimonials about your products or services. You can feature these on your website or social media platforms.
• Host contests or giveaways. Encourage your audience to create content related to your brand by hosting contests or giveaways. For example, they could share a photo of your product or service in action.
• Feature client stories. Share stories or case studies from your clients. This not only provides fresh content, but also showcases the value of your products or services.
• Create a community. Build a community where your clients can share their experiences, ask questions, and provide advice. This can be a rich source of user-generated content.

Not only does user-generated content provide a unique perspective, but it also builds trust with your audience and keeps your content authentic and engaging.

Keep Your Content Fresh with Marketing Insider Group

Remember, fresh content is non-negotiable if you want to boost your brand’s SEO. It not only keeps your website relevant and interesting, but also improves your visibility on search engines, ultimately driving more traffic and conversions.

Ready to start posting fresh content consistently? Marketing Insider Group can help. Get started today by checking out our weekly blog content service, or schedule a free consultation now to learn more!