Content Marketing Makes Good Business Sense

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Content marketing is a fundamentally sound online marketing strategy that offers many benefits. Not only does using content as a promotional tool increase your exposure and credibility but it also makes people feel good about their buying decisions. In fact consistently using this strategy online helps to increase your chances for business success by minimizing buyers’ resistance. Most online marketers put all the risk on customers by ‘pressuring’ them into a buying decision with the use of outlandish claims. Sales tactics such as ‘for a limited time only’ or the ‘one time offer’ that you will never see again are commonly used to hurry purchasing decisions.Using content to ‘educate’ consumers decreases their ‘perceived’ risk in the way in which this strategy approaches people online.Here are 3 ways how.Free and Useful ContentThe offer of free content is made by merely publishing and distributing it online. It is now out there for all to see. People are able to choose as to whether they want to view the information or not. Their level of acceptance with the content presented to them is based upon the quality of the information contained within.When using content to create awareness or to educate the reader, people deem it to be more an asset to them as oppose to being a pushy sales tactic. With this attitude they are therefore more receptive to viewing the material but the key is that it must be useful.People Can Freely Choose and UsePeople are able to judge and decide on their own whether the information they view is worthwhile and helpful. Once again the information is produced to create a greater awareness or to educate the reader. It is entirely up to the individual reader as to whether they will even view the content or if they find it interesting or helpful.Quality and Consistency Gains TrustThe more useful the information is the more effective it becomes towards helping the creator build an authoritative reputation on the subject matter. When quality information is made available on a frequent basis it tends to further strengthen the trust readers have in the author of the material itself. At this point people have freely made the choice to view published material, judge it to be useful or not and make the decision as to whether they trust the author. These are all ‘voluntary’ acts that help make people feel more in ‘control’ with their choices and decisions. They have gained information, become more educated on certain subject matter and feel better about making any decisions concerning this subject. This is the difference between freely making a well thought out decision without external pressure as opposed to feeling they have been ‘conned’ into making a buying decision. At this point online marketers are in a better position to make an offer since they gained the trust of people by educating them and without applying pressure. This increases the likelihood of a person making a decision to buy. The perceived risk to the customer is now reduced and they can make their decision in a more relaxed fashion as opposed to being hurried by a virtual stranger.Content marketing is one of the best strategies to use online to increase your chances for business success. This particular online marketing strategy not only boosts your exposure but it also help to minimize customer resistance if used correctly as reviewed above. All too often it is the customers who take the risk when making a purchase due to the pushy sales tactics of many online marketers. By allowing would be buyers the chance to further educate themselves with useful content before making a purchase you are building a stronger bond with them. After all it is easier to resell satisfied customers as opposed always depending upon having to find new ones.

Article Tags:
Content Marketing, Online Marketers

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ABOUT THE AUTHOR

TJ Philpott is an author and Internet entrepreneur based out of North Carolina.To learn more about how to use content marketing to grow your business and to also receive a free instructional manual that teaches valuable niche research techniques simply visit:http://blogbrawn.com

This online bootcamp teaches you how to succeed at social media

Products featured here are selected by our partners at StackCommerce.If you buy something through links on our site, Mashable may earn an affiliate commission. The 2020 Social Media Marketing Bootcamp Certification Bundle is on sale. Image: pexels By StackCommerceMashable Shopping2020-09-24 04:15:00 UTC TL;DR: The 2020 Social Media Marketing Bootcamp Certification Bundle is on sale for…

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The 2020 Social Media Marketing Bootcamp Certification Bundle is on sale.

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By StackCommerceMashable Shopping

TL;DR: The 2020 Social Media Marketing Bootcamp Certification Bundle is on sale for £23.56 as of Sept. 24, saving you 98% on list price.


You know what’s weird? Only ten years ago, Facebook was just starting to explode in popularity, Myspace was near death, and Instagram didn’t even exist. Fast forward to today and you can make a full-blown career out of managing content on social media. My how things have changed.

Businesses of all shapes and sizes are constantly searching for talented folks to market their products and services on Facebook, Instagram, LinkedIn, YouTube, and more. Want to put your decade or more of digital savviness to good use and build a social empire? Take a break from TikTok and check out this 2020 Social Media Marketing Bootcamp Certification Bundle.

This bundle of online courses has just about everything you need to succeed as a social media manager in 2020. And it’s on sale for just £23.56. With seven courses, nearly 500 lessons, and over 30 hours of content, this training will equip you with the know-how to turn your social media skills into an actual career.

Here’s a sneak peek of what’s in store:

Social Media Strategy

In this course, you’ll be guided through building a social media marketing plan based on eight key steps. After six hours of lessons, you’ll understand the impact of a clear social strategy and social trends, determine defined marketing goals, and learn how to set Key Performance Indicators (KPIs) to track and measure your success.

Facebook Marketing

Facebook is more powerful than you think for growing an online business and this course will show you all it has to offer. You’ll learn best practices for creating and optimising your Facebook page, how to build the right audience, and how to create compelling content that engages.

Facebook Advertising

In this master class, you will discover exactly why Facebook Ads are so powerful and how you can harness them to bring your business results to the next level. 

Instagram Marketing

You know how to run your personal Instagram account, but this course takes things a step further and shows you how the creator and business accounts work. You’ll create a business strategy for success, set up an account, and learn how to grow and cultivate followers with a content strategy, ultimately seeing Instagram in a new light.

LinkedIn Marketing

Through 60 lectures, this course will show you how LinkedIn can be used as a powerful tool for both individuals and businesses. You’ll learn to set up and optimise your profiles, discover efficient ways to grow your network, and analyse results.

Social Media Foundations 101

This six-hour introductory course gives you an overview of all the main features and functions of each social networking site. You’ll also learn how people and businesses use each one to connect and engage with their audience.

Digital Marketing Foundations 101

Learn the importance of having a digital strategy in place, as well as the key aspects of email marketing, building a website, SEO, and analytics. Through six hours of content, you’ll get exactly what you need to make smart key decisions for your business.

Worth over £1,000 individually, you can get all seven of these courses bundled together for just £23.56. 

uploads%252Fcard%252Fimage%252F1510214%252F8ea1374a 1047 44f4 921b c8d7fbd344cd.jpeg%252Ffull fit in  950x534.jpeg?signature=zbGPbaj72bY3w7aPYxcJ57TjMcc=&source=https%3A%2F%2Fblueprint api production.s3.amazonaws - This online bootcamp teaches you how to succeed at social media

Bear and bull cases for Unity’s IPO

Part 2: Key points from its S-1 filing and what to watch for Eric Peckham is the creator of the Monetizing Media newsletter and podcast. He was previously TechCrunch’s media columnist. More posts by this contributor In the first part of my outline on Unity ahead of its IPO, I explained the scope of the…

Part 2: Key points from its S-1 filing and what to watch for

NSussman Techcrunch Unity FINAL q3 - Bear and bull cases for Unity’s IPO

Eric Peckham is the creator of the Monetizing Media newsletter and podcast. He was previously TechCrunch’s media columnist.

More posts by this contributor

In the first part of my outline on Unity ahead of its IPO, I explained the scope of the company’s multidimensional business, its R&D efforts and competitive positioning, and its grand vision for interactive 3D content across every industry.

In the conclusion, I’ll dig into Unity’s financials and how it is marketing its public listing before turning to discuss the bear and bull cases for its future.

Key data points from Unity’s S-1 filing

  • Revenue grew 42% year-over-year from $381 million in 2018 to $542 million in 2019 with operating losses of $130 million and $150 million respectively. It hit $351 million in revenue by June 30 this year. That pace suggests a 2020 total around $700-$750 million (+30% year-over-year).
  • The company has gross margins of about 79%, although costs are overwhelmingly centered in R&D and sales and marketing, which account for 47% and 32% of revenue, respectively.
  • The company has cumulatively lost $569 million up to this point, including a $163 million net loss in 2019.

The geographical source of Unity’s revenue in 2019 was:

  • 34% EMEA
  • 28% U.S.
  • 21% APAC — excluding China
  • 12% China
  • 5% Americas — excluding U.S.

Unlike many other Western tech companies, Unity operates freely in China.

In Part 1, I explained each of Unity’s seven main revenue streams. During the first half of 2020, revenue by segment broke down to:

  • $216.9 million (62%) from Operate Solutions (products for managing and monetizing content), the “substantial majority” of which is from the ads business.
  • $101.8 million (29%) from Create Solutions (products and consulting for content creation), two-thirds of which is from Unity Pro subscriptions.
  • $32.7 million (9%) from Strategic Partnerships and Other (Unity Asset Store and Verified Solutions Partners).

The S-1 discloses that less than 10% of overall revenue is from “newer products and services, such as Vivox and deltaDNA” (referencing key 2019 acquisitions for its Operate segment).

Some takeaways from this data:

3 Keys to a Highly-Effective Content Marketing Strategy

Creating compelling, relevant and consistent content is a highly effective way to attract and retain your audience’s attention, gain their trust, and, ultimately, to convert them to customers. To achieve this goal, it’s important to focus on three prongs: business goals, personas, and your sales funnel.  


6 min read

Opinions expressed by Entrepreneur contributors are their own.

Covid-19 has significantly changed business-to-business marketing plans. As Forrester noted recently, “It’s more than a combination of discrete trends such as rising bounce rates, declining open rates, or increasing churn; it’s that buyers now expect a fundamentally different relationship with your company.” Consequently, creating compelling, relevant and consistent content is a highly effective way to attract and retain your audience’s attention, gain their trust, and, ultimately, to convert them to customers.

In a world full of false advertising and eroding trust, content marketing should be at the heart of any digital marketing strategy. It’s the foundation of all digital marketing channels, including SEO, public relations, social media and traffic generation. According to Hubspot, 70% of marketers are actively investing in content marketing in 2020. Rather than trying to directly sell  your products or services, you are offering useful, relevant content to your prospects and customers to help them overcome their challenges. So then, the focus is on content – be it in the form of infographics, YouTube videos, whitepapers, webpages or information in other formats.

Effective content marketing sends a message to potential customers that you are passionate about what you do and that you want to share your expertise with them — for free. To achieve this goal, it’s important to focus on three prongs: business goals, personas, and your sales funnel.

Related: The 17 Best Content Marketing Books You Can Read Right Now

Three Essential Factors to Build Your Content Marketing Strategy

In order for your content marketing efforts to be successful, you need to create a strategy based on these three factors.

1. Business Goals

Step One in beginning an effective content marketing strategy is to be certain it lines up with your business goals. Understanding what business goal you want to achieve or support gives you the needed clarity to set the appropriate marketing objectives. Are you aiming to strengthen customer loyalty and reduce churn? Maybe the goal is to attract new prospects or overcome objections. Once you have defined your marketing goals, you can develop your content marketing campaign.

2. Personas

Developing buyer personas is a necessary part of your strategy, but you have to take it a step further. Find the individuals within your audience that have the influence and enthusiasm that will help grow your company. If your audience is split into several types of buyers, refine your buyer personas to focus on those most likely to convert.

Start by identifying some of your most loyal customers. From there, find the primary decision-makers who championed the decision to purchase from or hire you. There are probably sales or service team members in your company who have close relationships with these people. Find those employees, and use sales data to create a persona – data points like goals/motivations, challenges, background, demographics, common objections, biggest fears and hobbies.

3. Your sales funnel

Vendor research happens online, and what will move the buyer down the pipeline is valuable content being published on your web, email, search and social channels. In order to drive success with B2B content marketing, you need to understand how the content you create fits into the different stages of your sales funnel.

Be aware that your funnel may vary from the norm depending on elements such as your sector, solution, business model, pricing structure and target market. In fact, experts report that “today’s B2B buyer might be anywhere from two-thirds to 90% of the way through their journey before they reach out to a vendor.” Confer with the sales team about the particulars of your sales funnel, then use that intelligence to create a marketing strategy that addresses leads at the top, middle and bottom of that funnel.

Related: Content and Content Marketing Are Not the Same. Here’s How to Frame the Top 11 Content Formats.

What Can Be Gained from Content Marketing?

There are many benefits of content marketing, including:

  • Addressing pain points leads to sales: When prospects look online for ways to solve their issues, your content is there to help over and over. As an example, marketers who use blogs as a primary communications tactic are 13x more likely to see return on investment.
  • Creating a community: As you establish thought leadership through content marketing, you gain credibility and encourage stronger relationships with existing and future customers.
  • Long-run savings: Good content has legs. It continues to work for you long after you’ve created it, continually bringing in qualified leads. That lessens paid marketing expenses. Demand Metric found that not only does content marketing cost 62% less than traditional marketing efforts, but it generates three times the number of leads.

HubSpot’s content marketing efforts showcase the powerful results that can be produced from a comprehensive strategy. The company is well-known because they produce massive amounts of content. HubSpot sells inbound market, sales and service software, but its claim to fame among marketers is the quantity and quality of its marketing resources, much of which is free. Their repertoire includes case studies, guides, ebooks, blog posts, courses, reports and more. Their content drives free traffic to their site, with the end goal of converting those leads into customers without spending a dime on advertising.

Related: The 5 Cs of Content Marketing Copy

Gaining Leads, Gaining Trust

Compelling and relevant content is the cornerstone of demand generation and lead nurturing strategy. Marketers depend on content to connect with prospects and existing customers in the current communications landscape, but to be successful, it must inform, excite and be worthy of sharing. It should arm audiences to address obstacles and accomplish their goals. If you’re able to accomplish this, prospects will come to trust your brand.  This involves prioritizing original content creation to promote that message so it can add value to the lives of your customers. Use the best practices discussed above to begin or refine your content marketing strategy.

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How to find the right users as the world burns

You have more ways than ever to find the right users for your startup — if you know what you’re doing.  Today, you can pick from a selection of self-serve ad tools across large consumer platforms, build out your own content marketing and develop a sophisticated funnel to grow, retain and ultimately monetize your users,…

su balfour disrupt - How to find the right users as the world burns

You have more ways than ever to find the right users for your startup — if you know what you’re doing. 

Today, you can pick from a selection of self-serve ad tools across large consumer platforms, build out your own content marketing and develop a sophisticated funnel to grow, retain and ultimately monetize your users, all using the most cutting-edge software that the SaaS industry can provide. But the best-practices from even a few years ago are out of date now, and the pandemic has created many new challenges. 

We’ve invited two top experts in the field to the Extra Crunch stage at Disrupt 2020 from September 14-18 to help you think more strategically about growth, from the latest trends affecting any company, to the strategic framework you need for 2020 and beyond, to the best ways to communicate with investors about your hard-won gains.

  • Susan Su is a startup growth advisor at Sound Ventures and longtime startup operator and angel investor. She previously led startup growth at Stripe, served as an in-house growth advisor at 500 startups and led the growth marketing as a founding team member at Reforge.
  • Brian Balfour is the CEO of Reforge, a career accelerator program provide used by top operators at tech companies to hone skills on growth, monetization and much else. He was previously the VP of growth at HubSpot, an EIR at Trinity Ventures, prolific angel investor and serial founder.

You’ll find this session alongside several other founder-focused interaction sessions on the Extra Crunch stage at Disrupt 2020. You’ll need to grab your Digital Pro Pass or your Digital Startup Alley Exhibitor Package to be able to catch it all. And to top it all off, you’ll also get a complementary Extra Crunch subscription so you can take advantage of these insights for a whole year! Register today!

Snapchat’s new Lens celebrates tomorrow’s NFL kickoff

Snap and the NFL recently announced a multi-year extension to their content partnership. Now, with the season starting tomorrow, they’re revealing more details about what kinds of content fans can expect to find on Snapchat. For tomorrow night’s kickoff, they’ve created a special augmented reality Lens that takes fans from the Kansas City Chiefs’ locker…

gettyimages 492854507 - Snapchat’s new Lens celebrates tomorrow’s NFL kickoff

Snap and the NFL recently announced a multi-year extension to their content partnership. Now, with the season starting tomorrow, they’re revealing more details about what kinds of content fans can expect to find on Snapchat.

For tomorrow night’s kickoff, they’ve created a special augmented reality Lens that takes fans from the Kansas City Chiefs’ locker room (the Chiefs are hosting the Houston Texans) through the tunnel and into Arrowhead Stadium, where they’ll be greeted by Kansas City’s Patrick Mahomes and Houston’s Deshaun Watson.

The Lens will be available nationally, and as regular games begin, it will transform into an entrance into a more generic NFL stadium.

After that, the NFL will be creating a highlight show that updates each game day, plus three weekly shows — “Rankings” (which offers historic NFL facts designed to encourage fan debates), “Mic’d Up” (a behind-the-scenes look at what coaches and players say during the games) and “Predictions.” The NFL will also continue producing “Real Talk with the NFL,” a show that highlights the league’s social justice initiatives.

Ian Trombetta, the NFL’s senior vice president of social and influence marketing, told me that all of this content is created by the league’s social lab in partnership with Snap. And while the NFL continues to see high ratings on traditional linear TV, he said Snapchat plays “a really critical role for us.”

NFL Kickoff Portal Lens - Snapchat’s new Lens celebrates tomorrow’s NFL kickoff

Image Credits: Snap

“It’s always about: How do we engage new audiences, younger audiences, and do it in ways that are very authentic to the platforms?” Trombetta said. “We don’t look to do things that are just content dumps.”

Snapchat says that viewership of NFL content increased 80% during the 2019-20 season, and that 90% of viewers were under the age of 35.

Of course, it’s going to be a strange season. Like other professional sports organizations, the NFL has to test its players for COVID-19, and different teams are taking different approaches toward allowing fans in the stadiums — many games will be taking place without fans at all.

“The [NFL] organization is leaning on us more than they ever had,” Trombetta said. “We didn’t ignore the fact of what’s happening, anyone would be crazy to think we could totally shut that off. There has to be an acknowledgement of it, while also finding new ways, very seamless ways for fans to engage and celebrate rituals around games that they’ve established over years and decades.”

Get lifetime access to over 20K customizable icons for any type of project

Products featured here are selected by our partners at StackCommerce.If you buy something through links on our site, Mashable may earn an affiliate commission. The Flat Icons Bundle gives you access to over 22,000 icons. Image: pexels By StackCommerceMashable Shopping2020-08-31 09:00:00 UTC TL;DR: Get a lifetime subscription to the Flat Icons bundle for $29.99, a…

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Products featured here are selected by our partners at StackCommerce.If you buy something through links on our site, Mashable may earn an affiliate commission.

lead img aug 31 flat icons bundle - Get lifetime access to over 20K customizable icons for any type of project
The Flat Icons Bundle gives you access to over 22,000 icons.

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By StackCommerceMashable Shopping

TL;DR: Get a lifetime subscription to the Flat Icons bundle for $29.99, a 99% savings as of Aug. 31. 


Visual content is just as (if not more) important than written content — especially if you’re trying to build a brand. Humans can process visuals 60,000 times faster than text, for instance. So, whether you’re creating digital marketing tools or building a website, you need to put some extra emphasis on design.

Of course, outsourcing the design process to get eye-catching assets can be extremely expensive and time-consuming. That’s where a subscription to Flat Icons can really come in handy, and lucky for you, a lifetime subscription is on sale for just under $30 for a limited time.

Voted a #1 Product of the Day and #2 Product of the Week on Product Hunt, this Flat Icons Bundle definitely delivers. It’s packed with 22,000 icons for unlimited projects that are editable in all versions of Adobe XD, Illustrator, Photoshop, Procreate, Figma, Sketch, and Affinity. There are 26 different packs with 17 different styles and every icon is available in AI, EPS, SVG, PDF, PNG, and IconJar formats, while 5,000 also include a PSD file for Photoshop. There are bright and funky icons, pastel pop culture line icons, geometric colored line icons, and so much more. And since you can tweak every little detail, you’ll always find something to suit your brand.

You’ll also get an unlimited commercial license for all icons in the bundle, so you’re free to use them as much as you want in marketing materials without worry. Plus, what’s extra cool about this deal is you’ll get lifetime updates and expansions forever. That means anytime Flat Icons adds new stuff, you’ll get access to it. No questions asked.

And since we’re talking about visuals, feast your eyes on this visual overview of the bundle:

Regularly, a lifetime subscription with all these perks would cost over $3,000, but for a limited time, you can snag the whole thing for only $29.99

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Netflix is offering content for free in the hopes of enticing new subscribers

Netflix is running a global test to offer some of its content for free.The move  comes as the streaming giant tries to acquire more members while also pulling back on marketing spend.Insider Intelligence analyzes this industry and several others to provide in-depth analyst reports, proprietary forecasts, customizable charts, and more. Learn more about what we…

  • Netflix is running a global test to offer some of its content for free.
  • The move  comes as the streaming giant tries to acquire more members while also pulling back on marketing spend.
  • Insider Intelligence analyzes this industry and several others to provide in-depth analyst reports, proprietary forecasts, customizable charts, and more. Learn more about what we offer.

Netflix is offering first episodes of some original shows and select full-length movies for free to nonsubscribers, per TechCrunch.

svg%3E - Netflix is offering content for free in the hopes of enticing new subscribers

Netflix rolls out free content globally to attract new subscribers.

eMarketer


This move comes as the streaming giant tries to acquire more members in Q3 2020 while also pulling back on marketing spend. Each video features a skippable 30-second pre-roll ad showing other content in the Netflix catalog, but it’s important to note that the platform has so far kept its promise of ad-free content for subscribers.

Netflix saw significant Q2 2020 user growth because of stay-at-home orders and is likely trying to sustain that momentum. The company added 10.1 million worldwide subscribers in Q2, a 27.3% year-over-year (YoY) increase. Per our latest estimates published in February, Netflix will have 158.9 million US viewers by the end of the year, up from 154.4 million last year.

The company said in its Q2 earnings call that Q3 subscriber additions will be lower than those in Q2, so this move is likely an attempt to pad those numbers. It should be noted that these free episodes are available to everyone only on web browsers. On mobile, Android users will have access to the content, but iOS users will not, per Netflix.

Netflix has also cut back significantly on marketing spend, so this serves as a lower-cost marketing ploy as it avoids larger ad campaigns. The company outlined a leaner marketing strategy in its Q2 2020 earnings call, with co-CEO Ted Sarandos saying the company would be working on a “more efficient, more impactful and more global way to talk to [its] members,” which is not “always through the most traditional channels.”

In Q2, the company had already cut marketing spend (as a proportion of revenues) by 28% YoY, per AdExchanger, and moving into H2, there was no indication that that would be reversed. Making some of Netflix’s biggest titles available for free should play well into the company’s plans.

Want to read more stories like this one? Here’s how you can gain access:

  1. Join other Insider Intelligence clients who receive this Briefing, along with other Media, Advertising, & Marketing forecasts, briefings, charts, and research reports to their inboxes each day. >> Become a Client
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Disclosure: Mathias Döpfner, CEO of Business Insider’s parent company, Axel Springer, is a Netflix board member.

Grow your business with this extensive marketing training

If you want to launch and operate a successful business or brand, you’re going to need to harness the world’s most powerful marketing tools and platforms in order to engage new users and customers online. The 2020 Digital Marketing & Advertising Bundle will teach you everything you need to know, and it’s available for over 95% off…

If you want to launch and operate a successful business or brand, you’re going to need to harness the world’s most powerful marketing tools and platforms in order to engage new users and customers online.

The 2020 Digital Marketing & Advertising Bundle will teach you everything you need to know, and it’s available for over 95% off at just $45.99 today.

With 9 courses and 28 hours of content, this training package will show you how to expand your business through the latest SEO methods and marketing platforms.

You’ll learn how to generate new leads by using organic content, gain valuable insights from large sets of user data, increase conversion rates, boost sales by streamlining your ad campaigns, and much more—all through lessons that are easy to follow regardless of your previous experience in marketing.

Give your brand or business the attention it deserves with the 2020 Digital Marketing & Advertising Bundle for just $45.99—over 95% off its usual price right now.

Prices are subject to change.

NVIDIA Shield update makes its 4K upscaling even better

On top of the upscaling, NVIDIA has improved the Shield TV remote for all Shield TVs and the Shield TV app, letting you set up custom actions for a double press and long press. It also added support for IR and CEC volume, so it will now work with some digital projector models. Finally, NVIDIA…

On top of the upscaling, NVIDIA has improved the Shield TV remote for all Shield TVs and the Shield TV app, letting you set up custom actions for a double press and long press. It also added support for IR and CEC volume, so it will now work with some digital projector models. Finally, NVIDIA has added native SMBv3 support so that it will work without the need for a Plex media server.

All products recommended by Engadget are selected by our editorial team, independent of our parent company. Some of our stories include affiliate links. If you buy something through one of these links, we may earn an affiliate commission.

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Spotify is launching an exclusive League of Legends esports podcast

Spotify keeps adding to its exclusive podcast arsenal, and today, it’s getting into the esports space. The company announced a multiyear partnership with Riot Games that’ll make Spotify the hub for all League of Legends audio content, including exclusive podcast series. At least one show will launch this year, called Untold Stories: Top Moments from…

Spotify keeps adding to its exclusive podcast arsenal, and today, it’s getting into the esports space. The company announced a multiyear partnership with Riot Games that’ll make Spotify the hub for all League of Legends audio content, including exclusive podcast series.

At least one show will launch this year, called Untold Stories: Top Moments from Worlds, a nine-episode series that’ll lead up to the 10th League of Legends championship this fall. Listeners will hear about the players and top anthem through game highlights, interviews, and game sound effects.

Two music playlists, including the existing, “This is League of Legends,” will be updated regularly, too. Spotify’s also planning to dedicate a day to the Worlds Anthem, a song Riot releases every year to kick off its annual championship competition, to give listeners a behind-the-scenes look at how the music was made.

The partnership might seem somewhat unlikely, but it makes sense given how popular League of Legends’ music appears to be. The game’s YouTube channel has a playlist dedicated to music videos from the game, and more than 21 million people have watched. The game is also an official user on Spotify with its top track counting more than 154 million listens. Spotify clearly sees an opportunity here to beef up its marketing and lure gamers onto the platform. Once they’re there, it can start marketing other audio content, possibly other game-related podcasts, and eventually encourage them to make Spotify their go-to music and audio player.

An esports podcast is also an intriguing idea, especially given that it’s a Spotify-exclusive. League of Legends is one of the most popular esports, if not the most popular. More than 100 million people watched the world championship last year. Getting even a small percentage of these viewers to tune into a podcast would generate enough listeners for Spotify to easily monetize the show.

Tristan Thomas, Monzo’s long-standing VP of Marketing, is departing the challenger bank

Tristan Thomas, Monzo’s long-standing VP of Marketing — who joined the challenger bank almost five years ago when it had less than 15 employees! — has announced internally that he is departing at the end of the year. For the time being, his destination is unknown (even to himself, I gather), and once he’s served…

Tristan Thomas VP of Marketing 03 1 - Tristan Thomas, Monzo’s long-standing VP of Marketing, is departing the challenger bank

Tristan Thomas, Monzo’s long-standing VP of Marketing — who joined the challenger bank almost five years ago when it had less than 15 employees! — has announced internally that he is departing at the end of the year.

For the time being, his destination is unknown (even to himself, I gather), and once he’s served his notice period, which runs until November, he’ll be taking some time to figure out what’s next. I also understand Thomas will be actively recruiting his replacement and leaves on good terms, after what has undoubtedly been a roller coaster of a ride.

Still only 28 years old, Thomas joined Monzo in September 2015 as its first Community Manager, just before the bank upstart — then called Mondo — began issuing “Alpha” hot coral debit cards (I still have one in a tray on my desk). Since then, the bank has grown to nearly 4.5 million customers and has a headcount of around 1,500.

His original brief was to figure out how Monzo could or should involve customers in what it was building — the beginnings of “community” at Monzo, if you will. This included running its first hackathons and launching the Monzo user forum, before taking the lead on Monzo’s first — and record breaking — equity crowdfunding campaign.


Over on Extra Crunch, we delve into the most recent published financials for U.K. challenger bank rivals, Monzo and Starling.


He was then promoted to a product manager role, heading up Monzo’s first Android app efforts, before taking over the marketing team in January 2017 — the bank’s third head of marketing in 18 months.

Other milestones include two further crowdfunding rounds, and a reportedly successful TV ad, which one source tells me investors and members of the board wrongly predicted would be a dud.

Today, Thomas heads up a team of more than 20 people spanning PR & comms, performance marketing, content & social, and product marketing. He is also involved in policy and financial inclusion, and over the years had established himself as one of Monzo founder Tom Blomfield’s key lieutenants.

(Notably, in May, Blomfield stepped down as CEO of the U.K. challenger bank to take up the newly created role of president. His replacement is current U.S. CEO TS Anil, who now also holds the title of “Monzo UK Bank CEO”.)

Meanwhile, outside of Monzo, Thomas was recently recruited to venture capital firm Accel’s angel scout program, which the VC is usually quite discreet about. In his own words, this should see him write around 10 angel checks on behalf of Accel “over the next three years or so”.

The departing marketing exec has also been on somewhat of a side project spree — tentatively launching two online offerings of his own, with varying degrees of ambition.

The most recent is a wine subscription service born out of lockdown frustrations, because getting a bottle of the good stuff is high priority during a global pandemic. The other — and by Thomas’ own admission, far less scalable — let’s you print and send things without having to own a printer or walk to a letter box.

You know what they say: don’t quit the day job just yet. Oh, wait…

*article updated to include mention of Thomas’ angel scouting on behalf of Accel.

6 Actionable Content Marketing Tips and Tactics to Skyrocket Organic Traffic in 2020

Blogging for business has become a mainstream essential. All online businesses, irrespective of the size and industry, are using blogging to increase their brand visibility and leads. Here are six actionable content marketing tips to skyrocket your organic traffic. In marketing, we popularly call blogging strategy “content marketing.” Even though it’s a great channel to…

Blogging for business has become a mainstream essential. All online businesses, irrespective of the size and industry, are using blogging to increase their brand visibility and leads. Here are six actionable content marketing tips to skyrocket your organic traffic.

In marketing, we popularly call blogging strategy “content marketing.”

Even though it’s a great channel to acquire leads, most organizations are doing it wrong. While they are able to publish content regularly, the “marketing” is where most of them get stuck.

According to a SEMRush survey, 52% of content teams struggle in creating content that attracts more traffic.  ngf4e w  So what is going wrong?

While there might be multiple reasons for failure, the inability to get organic traffic to articles is the major roadblock. Getting traffic from search engines ensures you get consistent traffic to your blog, unlike social media traffic that lasts for a couple of days.

In the past, I’ve helped multiple companies with their content marketing efforts, and it has been a steep learning curve.

Here is my best content marketing tactics to help you solve this problem.

In this post, I’ve majorly focused on B2B content marketing (blog posts), but most of the tactics work equally well for the B2C industry too. Let’s dive into my favorite content marketing tips for 2020 –

1. Picking the right topic

While choosing the right topic might not directly impact your chances of ranking on Google, it’s the most crucial part. The last thing you want is to bring irrelevant visitors through your blog.

Remember, it’s not only about getting more organic visitors but attracting the right people to your blog too.

Ideally, you can divide the topics according to the different stages in the sales funnel.

1. Top of the Funnel

2. Middle of the Funnel

3. Bottom of the Funnel

Marketing Funnel 3 stages 1 900x426 - 6 Actionable Content Marketing Tips and Tactics to Skyrocket Organic Traffic in 2020

Source – SingleGrain

If there’s a topic that doesn’t fit in these three stages, chances are it’s irrelevant for your company. So avoid writing about those topics.

To help you explain better, I’ve taken the example of Automate.io, a SaaS company that lets you integrate apps and automate workflows. I picked three posts from their blog from each stage to make my point clearer.

TOFU or Top of the Funnel Content



Any content that can help build awareness for your brand can be considered top of the funnel. The aim should be to attract as many relevant people as possible.

Example – 10 of the Best Email Marketing Strategies for E-Commerce Sites

Summary – If you see the above topic, it doesn’t cover automation in general but still gives an introduction to automation in one of the points.

TOFU works best for brand visibility and might not necessarily get you quality leads when compared to other stages.

MOFU or Middle of the Funnel



With this type of content, your aim should be to influence visitors in the consideration stage to sign up for a trial or a demo.

Example – The E-commerce Business Automation Guide for 2020

Summary – The above topic targets Ecommerce businesses looking for automation solutions.

Remember to show the different advantages and features of your product when writing MOFU content. This will help convert more visitors into leads.

BOFU or Bottom of the Funnel



This type of content helps users to validate their purchase decision. Content types like a comparison post, buyer’s guide, case studies (might not help get you organic traffic) are great examples.

Example – Mailchimp & Shopify Integration: How You Can Still Connect Them & Do More

Summary – The above post directly shows how Automate.io can help set up the integration.

2. Keyword Research is key

I can’t emphasize the importance of keyword research enough when it comes to SEO. If you’re looking to drive organic traffic you need to rank for terms people are searching on Google. Avoid selecting a keyword on the basis of your gut feeling.



The best way is you can do this is by using a keyword research tool like Google Keyword Planner or UberSuggest. Once you enter your keyword you’ll see related keywords and search volumes associated with it.

For example, to optimise this post, I entered content marketing tips and I found the search volume to be 420 per month globally. In my search, I also found similar keywords like content marketing tactics, content marketing tactics 2020 and other related keywords that I could include in my content. Don’t skip long-tail keywords.

Keyword Generator Tool  Find Keyword Ideas for Free 2020 04 25 23 07 09 900x636 - 6 Actionable Content Marketing Tips and Tactics to Skyrocket Organic Traffic in 2020

Source- Ahrefs

But your final keywords choices shouldn’t be purely on the basis of volume. There are a lot of other factors like –

1. The difficulty of the keyword. Just do a quick google search and analyse the top ranking websites. I personally like to compare the DA of the top website with mine to see if I have a shot at ranking on the first page. If there’s a huge gap, I usually skip that topic altogether.

2. If you’re targeting a specific country or region, make sure to check region-specific volumes. Sometimes there can be a big difference between the global and country-specific search volumes.

3. If you’re writing a blog, ensure that the keyword’s intent is informational. In case you see a lot of product pages ranking for a keyword, it might not be the right keyword to target.

4. Apart from the volumes, check the keyword traffic estimation also. Read this article to know how you can calculate it.

3. Make it better than your competitors

You can only outrank a post by doing a better job than your competitors. Including more words is not enough. If you’re planning to create content that generates a ton of inbound traffic, then you need to spend a lot of time in research and crafting it.

Here’s what you need to keep in mind when writing content – 

  1. Focus on making it in-depth whilst keeping the intent of the audience
  2. Cover all the necessary information that the user might need 
  3. Make it easier to skim by structuring the article well. Use a page builder like Elementor to add content boxes, tables and more. 
  4. Add infographics, statistics, and videos to make it enjoyable and actionable
  5. Try to be as original and authentic as possible

4. Promote, Promote and Promote

Let me ask you a question: how much of your efforts are spent on writing content vs content promotion? 

For most teams, it’s 80% in writing content and 20% on promoting it. This is a huge problem. Remember, promoting content on social media and to your newsletter subscribers is not enough. You need to find other creative ways of promoting your content to reach your target audience. 

Here are some promotion techniques you should try – 

  1. Community promotion – Try to promote your content in relevant communities and groups on Facebook, Slack, and other places. You can also look at online communities (like GrowthHackers) and other promotion platforms (example – Zest.is). Just ensure to engage first before posting your article.
  2. Reddit and Quora – These are clearly one of the most underrated channels when it comes to promotion. But if you use them strategically, you can see great results. For example, Reddit can drive a ton of traffic and links to your post. You just need to be smart with your messaging.
  3. Influencer promotion – Find relevant influencers using a tool like Buzzsumo and outreach them over email or twitter with your content.
  4. Content repurposing – Even if your content is just text, it shouldn’t stop you from converting it into a video and publishing it on YouTube. You can take a similar approach to repurpose into other content formats like audio, slides, infographic, a downloadable etc.

Source – Zest.is

5. Creating high-quality links

Honestly, writing and promoting your content is not enough to rank it on the first page of Google. In most cases, you need to create manual backlinks to improve the SERP rankings.

While there are many techniques to generate backlinks, here are few that has worked for well for me – 

Guest Posting – Even with all the rumor saying “Guest Posts are dead,” it still works like a charm. Just ensure you’re reaching out to the right site and pitching them relevant content ideas.

Focus on providing value, and you’ll see great results with your efforts.



Here are some search queries that will help you to find sites that accept a guest post in your niche.

keyword intitle:”write for us”

keyword intitle:”write for me”

keyword  intitle:”contribute to”

keyword intitle:”submit” + inurl:blog

keyword “submit a guest post”

Reaching out to resource pages – Search for relevant resource pages on Google and outreach blog owners with your post. Make sure to give them a compelling reason as to why they should consider your post. A lot of times you just need to fill up a form to submit your resource. A blogger outreach strategy can be incredibly effective when done right.



Here are some search queries you can try –

Keyword +  intitle:resources

Keyword +  inurl:links

Keyword +  intitle:resources inurl:links

6. Keep updating the old articles

I know updating old posts can be a huge challenge, especially when you’re working on an article that hasn’t been written by you. But with so many changes happening in the world, at some point in time — your article will inevitably get outdated and lose rankings.

To prevent being outdated, you should make it a practice to update old posts. You can do this by adding relevant content, additional information, and internal linking it with the new pages. This work will directly help boost the authority of the article.

To identify such posts, I usually create a report every six months. You can change the timeline depending on the number of posts you publish every month. Regardless, if you see traffic for a post drop, it’s a good signal for you to work on updating it.

I understand for most of us when it comes to increasing organic traffic, our focus is on adding new posts to the blog. But one shouldn’t overlook the power of updating your existing posts to increase traffic.

Over to you

I hope the above content marketing tactics inspire you to ramp up your content efforts.  I feel it’s all about changing the mindset and following a framework. Forget about your competitors. Remember, to equally distribute your efforts between writing and promotion. 

I understand implementing these changes might seem difficult at the start. But trust me, once you start focusing on driving organic traffic to your blog you’ll see amazing results. Just align your activities with the goal of ranking on Google. 

Image Credit: austin distel; unsplash

064721c574144fdd4a369e87a9536cc9?s=125&d=mm&r=g - 6 Actionable Content Marketing Tips and Tactics to Skyrocket Organic Traffic in 2020

Himanshu Gupta

I’m a blogger and I handle content marketing at Exotel. I love marketing, growth hacking & reading growth stories.

Three growth marketing experts share their best tools and strategies for 2020

At last month’s Early Stage virtual event, channel growth experts joined TechCrunch reporters and editors for a series of conversations covering the best tools and strategies for building startups in 2020. For this post, I’ve recapped highlights of talks with: Ethan Smith, founder and CEO, Graphite Susan Su, startup growth advisor, executive-in-residence, Sound Ventures Asher…

GettyImages 1148113103 - Three growth marketing experts share their best tools and strategies for 2020

At last month’s Early Stage virtual event, channel growth experts joined TechCrunch reporters and editors for a series of conversations covering the best tools and strategies for building startups in 2020. For this post, I’ve recapped highlights of talks with:

  • Ethan Smith, founder and CEO, Graphite
  • Susan Su, startup growth advisor, executive-in-residence, Sound Ventures
  • Asher King-Abramson, founder, Got Users

If you’d like to hear or watch these conversations in their entirety, we’ve embedded the videos below.


Ethan Smith: How to build a high-performance SEO engine

Relying on internet searches to learn about growth topics like search engine optimization leads to a rabbit hole of LinkedIn thinkfluencer musings and decade-old Quora posts. Insights are few and far between, because SEO has changed dramatically as Google has squashed spammy techniques “specialists” have pushed for years.

Ethan Smith, owner of growth agency Graphite, says Google didn’t kill SEO, but the channel has evolved. “SEO has built a negative reputation over time of being spammy,” Smith says. “The typical flow of an SEO historically has been: I need to find every single keyword I possibly can find and auto-generate a mediocre page for each of those keywords, the user experience doesn’t really matter, content can be automated and spun, the key is fooling the bot.”

Artificial intelligence has disrupted this flow as algorithms have abandoned hard-coded rules for more flexible designs that are less vulnerable to being gamed. What SEO looks like today, Smith says, is all about trying to “figure out what the algorithm is trying to accomplish and try to accomplish the same thing.” Google’s algorithms aren’t looking for buckets of keywords, they’re looking to distill a user’s intent.

The key to building a strategy around SEO as a company breaks down into six steps surrounding intent, says Smith:

  1. Target by intent

Unlock content from all over the world with this VPN

All products featured here are independently selected by our editors and writers.If you buy something through links on our site, Mashable may earn an affiliate commission. A 12-month subscription to ExpressVPN is on sale for $8.32 per month. Image: pexels By Joseph GreenMashable Shopping2020-08-06 09:00:00 UTC TL;DR: A 12-month subscription to ExpressVPN is on sale…

All products featured here are independently selected by our editors and writers.If you buy something through links on our site, Mashable may earn an affiliate commission.

lead img aug 6 express vpn - Unlock content from all over the world with this VPN
A 12-month subscription to ExpressVPN is on sale for $8.32 per month.

Image: pexels

By Joseph GreenMashable Shopping

TL;DR: A 12-month subscription to ExpressVPN is on sale for $8.32 per month as of Aug. 6, saving you 35% on list price.


We all know that VPNs are designed to provide online security and data protection, but that’s not the reason most people use these services, is it? Most people invest in VPNs to bypass restrictions and unlock content from all around the world.

Most of the best VPNs are well-equipped to access streaming sites. They do this by hiding your real IP address, so the streaming service can’t block you from accessing its content. It’s a simple trick that potentially unlocks hundreds of films and shows.

There are a few VPNs that lay claim to being the best service for streaming, but ExpressVPN might be top of the list. It’s not the cheapest option, but it does offer apps for all your devices, personal customer support, and high-speed unlimited bandwidth. All of its plans are also covered by a no-hassle 100% money-back guarantee for your first 30 days of service. 

A 12-month subscription to ExpressVPN is on sale for $8.32 per month as of Aug. 6, saving you 35% on list price. ExpressVPN is compatible with Netflix, Hulu, the BBC, and plenty of other sites.

Unlock more of the shows you love with ExpressVPN.

uploads%252Fcard%252Fimage%252F1436822%252F0ee27370 1c92 4483 ac3c f3d614fc5147.png%252Ffull fit in  950x534.png?signature=NobA8s C8lDTHP36NMRJwRiHBHw=&source=https%3A%2F%2Fblueprint api production.s3.amazonaws - Unlock content from all over the world with this VPN

TikTok launches an app for Fire TV

TikTok is no longer just for your phone: the company is launching an app for Fire TV called “More on TikTok.”The app is still somewhat of an experiment for the company, and will feature a mix of popular videos and interviews with popular creators according to Business Insider. For now, the app isn’t tied to…

TikTok is no longer just for your phone: the company is launching an app for Fire TV called “More on TikTok.”

The app is still somewhat of an experiment for the company, and will feature a mix of popular videos and interviews with popular creators according to Business Insider. For now, the app isn’t tied to users’ existing accounts, so the types of videos available on the TV app could be a lot different than what’d you’d see on your phone.

BetMGM becomes PGA Tour betting partner – Reuters

(Reuters) – BetMGM was named an official betting operator of the PGA Tour on Monday, agreeing to a multi-year content and marketing deal. “Through the power of the BetMGM brand and resources, this new relationship will help accelerate our sports betting strategy, and enable the Tour to reach new fans and further engage current fans…

(Reuters) – BetMGM was named an official betting operator of the PGA Tour on Monday, agreeing to a multi-year content and marketing deal.

“Through the power of the BetMGM brand and resources, this new relationship will help accelerate our sports betting strategy, and enable the Tour to reach new fans and further engage current fans who enjoy betting on golf,” said Norb Gambuzza, PGA Tour Senior Vice President, Media and Gaming.

As part of the deal BetMGM will be allowed to use the tour’s logos in its marketing and create pre-game and post-game betting programming on its sportsbook platforms.

BetMGM will also be allowed to distribute of highlights to users who have placed bets.

The PGA Tour is one of the most popular offerings on it’s platform, said BetMGM.

BetMGM is currently licensed for sports betting in seven states including Colorado, Indiana, Michigan, Mississippi, New Jersey, Nevada as well as West Virginia.

BetMGM already has sponsor relationships with several golfers, including Jimmy Walker, Kevin Na, Pat Perez, Ryan Moore and Boo Weekley.

The deal follows a similar one announced last week when DraftKings was named the first official betting operator.

Reporting by Steve Keating in Toronto. Editing by Christian Radnedge

Golf-BetMGM becomes PGA Tour betting partner – Reuters India

Aug 3 (Reuters) – BetMGM was named an official betting operator of the PGA Tour on Monday, agreeing to a multi-year content and marketing deal. “Through the power of the BetMGM brand and resources, this new relationship will help accelerate our sports betting strategy, and enable the Tour to reach new fans and further engage…

Aug 3 (Reuters) – BetMGM was named an official betting operator of the PGA Tour on Monday, agreeing to a multi-year content and marketing deal.

“Through the power of the BetMGM brand and resources, this new relationship will help accelerate our sports betting strategy, and enable the Tour to reach new fans and further engage current fans who enjoy betting on golf,” said Norb Gambuzza, PGA Tour Senior Vice President, Media and Gaming.

As part of the deal BetMGM will be allowed to use the tour’s logos in its marketing and create pre-game and post-game betting programming on its sportsbook platforms.

BetMGM will also be allowed to distribute of highlights to users who have placed bets.

The PGA Tour is one of the most popular offerings on it’s platform, said BetMGM.

BetMGM is currently licensed for sports betting in seven states including Colorado, Indiana, Michigan, Mississippi, New Jersey, Nevada as well as West Virginia.

BetMGM already has sponsor relationships with several golfers, including Jimmy Walker, Kevin Na, Pat Perez, Ryan Moore and Boo Weekley.

The deal follows a similar one announced last week when DraftKings was named the first official betting operator. (Reporting by Steve Keating in Toronto. Editing by Christian Radnedge)