• How to use SEO data in your social media strategy

    Everyone understands that a good social media strategy is the holy grail for businesses; it molds the perception of a brand, carries the voice, creates the appeal, and as a result, increases revenue. There are a few fundamentals that can help enhance the strategy, but SEO, or search engine optimization, is hardly ever considered. Big mistake! Here’s why.

    Jordan Kasteler/ Marketing Landin Social SEO How To's- 18 readers -
  • Watson helps AdYouLike screen content for native ads

    IBM’s logo for Watson IBM’s Watson supercomputer is now prescreening content for native ads. The supercomputer’s newest job is to assist AdYouLike, a native ad supply-side and publisher platform out of the UK. The company, founded in 2011, says it offers the largest in-feed native ad platform in Europe, and it recently set up an office in New York City.

    Marketing Landin Content- 17 readers -
  • Organizing for Martech: Re-examining modern marketing

    Many organizations are struggling to optimize their staffing and skills to compete in a rapidly changing marketing world. What worked yesterday in marketing and technology may not work today – or tomorrow. With the rapid infusion of technology into the marketing organization, tensions between marketing and IT are inevitable.

    Marketing Land- 16 readers -
  • 5 reasons to create content outside your niche

    “Tangential content.” It’s a phrase my team loves — in large part because it’s typically used when we’re having a discussion about a viral hit — but we’ve found it’s something not a lot of people are familiar with, particularly clients. So what is it? If you’re in a niche vertical that doesn’t have wide appeal on its own, exploring ideas outside of your core focus is a sur ...

    Marketing Landin Content- 16 readers -
  • Identifying top analytics talent in a competitive environment

    One of the biggest challenges of working in the digital marketing analytics field is finding quality talent. Much of what we do day-to-day still isn’t taught in universities. Standards for credentials are generally low, so most certifications don’t carry much authority. As an industry, we’ve scarcely agreed on what to call anything, so it’s difficult to make apples-to-apples ...

    Marketing Land- 13 readers -
  • Branded storytelling: Capitalizing on moments that matter

    The fireworks have come and gone, and summer is finally upon us. Naturally conducive to gathering, this season beckons people of all ages to actively participate in moments that matter. While many of the same tried and true activities perennially prevail, it has long been the norm that each ice cream cone is Instagrammed and every swimming hole Snapchatted.

    Peter Minnium/ Marketing Landin Content- 13 readers -
  • Lead scoring: A bridge from marketing to actual sales

    These days, customer journeys look less like a yellow brick road and more like an endless maze with numerous possibilities. Different channels, multiple devices and a slew of sources can create countless non-linear paths. As B2B marketers, our great task is to leverage and measure these journeys to maximize sales opportunities.

    Marketing Land- 12 readers -
  • The most brand-safe app category is not what you’d expect

    Earlier this year, more than 250 advertisers pulled their non-search ad spend from Google following reports that some ads on YouTube and the Google display ad network were being served alongside extremist content. Analysts projected Google to take a $750 million hit, or 7.5 percent of ad revenues.

    Marketing Land- 12 readers -

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