What’s Trending: 10 Timeless Marketing Posts from 2016
December 30, 2016
Nothing stays “trendy” for very long. Sooner or later the hot trend of the moment falls to the next up-and-coming thing. The Ice Bucket Challenge becomes the Mannequin Challenge. Pokémon Go gives way to Super Mario Run. The Apple Watch cedes its place to Snapchat Spectacles.
For marketers, the next big thing becomes yesterday’s news with astonishing speed. So we have a choice: We can chase each trend as it emerges, frantically caught in a game of catch-up. Or we can focus on what will get results, regardless of whether it’s trendy or not.
Safe to say the LinkedIn Marketing Solutions team is more about long-term results than the pursuit of shiny objects. With that in mind, our last “trending content” roundup of the year is not focused purely on what content made the biggest splash. The following ten articles got plenty of shares, engagement and attention, true. But they all feature timeless advice that can help guide you through 2017 and beyond.
The Year in Top Marketing Content:
There’s no denying Joe Pulizzi is passionate about content marketing. He’s also not shy about calling out marketers’ shortcomings. This powerful article brings the true purpose of content marketing into sharp focus, encouraging marketers to not settle for anything less.
Steep drop-offs in social media engagement caused a panic in 2016. Bitly’s Blaise Lucey brought the discussion back down to earth, reminding us that social media engagement is not the end goal—it’s about building communities, not dominating a specific platform.
WAKSTER Creative Director Philippe Ingels practices what he preaches in this wonderfully-illustrated SlideShare, demonstrating how creativity and emotional appeal lead to engagement.
Creating a documented content marketing strategy is one of the most effective practices over 1/3rd of marketers still aren’t doing. Copyblogger’s Demian Farnworth explains how to get started with your strategy in this in-depth post.
If you’re still on the fence about documenting a content marketing strategy, this article from Get Scrappy author Nick Westergaard can help make the process painless.
Get a handle on the measurement portion of your strategy with this guide from SaleCycle Editor-In-Chief Graham Charlton. Graham doesn’t skimp on the rationale or the instructive visuals in this post.
Business and Marketing Coach Stephanie Sammons shares her tips for growing and activating your network on LinkedIn in this SlideShare. One big takeaway: Be useful without worrying about getting something in return.
In my guest post for the Social Media Examiner, I went deep into the LinkedIn Marketing Solutions playbook to help marketers get their content seen by the right audience.
The last five years have seen major changes for SEO. As algorithms get smarter, tactics created for their less-sophisticated predecessors can be actively harmful for your rankings. Moz’s Rand Fishkin explains what doesn’t work anymore, and offers better alternatives.
It’s a superhero team-up for the ages in this delightfully nerdy SlideShare presentation from King Content Singapore’s Daniel Hochuli. Daniel explains the strengths and weaknesses of each type of content, ultimately advocating for a combination of the two to cover the entire buyer’s journey.