The week in content marketing #132

September 8, 2016Content marketing
Man texting with cell phone at kitchen table

The week in content marketing with Lieu Pham

Rev up your engine because it’s time for Content Marketing World 2016! We’ve got you covered with a rundown of the top 50 influencers at #CMWorld. Meanwhile, Forbes looks at how Rand Fishkin, the creator of Moz.com, became the king of SEO.

Speaking of SEO, Larry Kim, the CTO of WordStream, shows us the results of an experiment he conducted. There’s a correlation between social media shares and search engine results, but the reason may surprise you. Then, Ad Age discusses the buying behaviours of Gen Y and Z. They’re not as impulsive as you’d think.

Finally, toss away that travel guidebook. New York Times contributor Jenna Wortham discusses why Instagram is your new go-to for travel info. The social media app lets wanderlust souls see the cultural nuances of a foreign land that a guidebook can never provide. Who wants to go to those dreaded tourist traps anyway?!

Enjoy your week!

Lieu

Moving from TV to video

Where do you watch your favourite programs? On a tablet or on a TV set? Viewing habits are changing and marketers are taking note – an eMarketer report says US digital video ad spend is set to double by 2019. This Marketing Land article explores what advertisers need to do to adapt to the shifting habits of millennials.

Moz.com: The rise of an SEO empire

It started in 1997, the search engine that would take over 90 per cent of desktop search. In a world of hand-indexed data, Google released their unstoppable PageRank system, a search engine based on algorithms to bring users the most relevant information. Find out how Rand Fishkin, the creator of Moz.com, became the authority on everything SEO in this Forbes article.

Top 50 influencers you’ll want to meet at #CMWorld 2016

Are you at the Content Marketing World conference? Or planning to watch the live stream? If you are, here are the top 50 influencers you’ll want to see. From Robert Rose of the Content Marketing Institute to Tami Cannizzaro from Oracle, we’ve got you covered with the top players at #CMWorld 2016.

Does social sharing help SEO or not?

Does social media affect search engine results? It’s been a contentious subject for many years. Larry Kim from WordStream gives us the lowdown on those likes and retweets, and even does a little experiment in this Moz article. Kim’s findings say there’s a correlation between social and SEO, but the relationship is not what you’d think.

The end of impulse buying?

According to an Iris Worldwide survey, “Zero per cent of Generation Y and Z shoppers surveyed admitted to making spontaneous purchases while shopping in a store.” The reason behind their hesitant hand? They’re trying to fit in. Gen Y and Z usually go through a process of social media posts and shares before committing to a purchase. If you’re a brand vying for their dollars, you’re going to need some social clout.

Instagram is the people’s travel guide

Instagram offers an unfiltered view of the world… well, except for whatever filter you choose for your photos. It also gives us a way to look at travel destinations that traditional guidebooks simply can’t offer. Bonus feature: by looking at geotagged posts in real time, you can curate and create your own guidebook.

Customer relations beats out acquisition for brand growth

According to a study done by GfK, “55 per cent of brand growth [of leading consumer packaged goods brands] was due to increased customer loyalty.” If you’re looking to grow your brand, it starts with building relationships with current customers to create loyalty. Create good feelings and they will come! That explains why I still use the same brand of laundry detergent my mother used when I was a child.

Ten years later, this business manifesto is still relevant

Back in 2006, Patagonia’s founder Yvon Chouinard wrote Let My People Go Surfing. It was a manifestation of his company’s culture. Patagonia always had their priorities in order when it came to building their company. Their “authentic brand marketing” and environmentally conscious supply chain have won the hearts of consumers. They have also achieved what most progressive companies aim for today – 10 years later.

Founder & Editor: Lieu Pham

Assistant Editor: Antley Li

Sub-Editor: Suzannah Pearce

Design: Sachin Samji