What's Trending: Audience Engagement 2.0

October 20, 2017

Engaged Audience at Sporting Event

One of the biggest challenges -- and joys -- of being a marketer is that it requires us to wear so many hats: writer, strategist, analyst, techie, project manager, psychologist.

That last one is one of the most important. Understanding how other people think is essential to developing engaging content and campaigns.

Fortunately, we don’t need to read minds to have audience empathy. Data, research, and intuition can help us pinpoint what matters most to these individuals. With this knowledge in hand, we can make sure our content offers meaningful value.

The very fundamentals of digital marketing are in a state of flux. It’s no longer about reaching as many people as possible. It’s about reaching the right people the right way, with a personalized approach. Our top trending content this week can help.

What Marketers Were Reading and Sharing Most This Week:

1. How to Take an Audience-First Approach to Your Content

As marketers, we need to step outside of the brand bubble and start seeing things through the customer’s eyes. At Content Marketing Institute, Carlijn Postma formulates a 12-step plan full of examples.

2. How B2B Marketers Use Psychology to be Effective Storytellers

Stories can be highly immersive and persuasive, and as Ross Simmonds writes, there are psychological factors behind this. He explores the power of narrative in B2B and how you can tap into it.

3. What’s Better for B2B Marketers, Ebooks or White Papers?

What is the difference between ebooks and white papers, and which will your readers prefer? This breakdown via Sasha Laferte can help you make such distinctions and set your strategy.

4. From SEO-Driven Content to Content-Driven SEO: The Good News for Creative Writers

If you’re still stacking keywords and writing for robots, then it’s time for a shift in mindset. This presentation from Joshua Nite covers the new fundamentals of creating content for humans while still optimizing for search.

5. Why Every B2B Business Should Do LinkedIn Remarketing

Remarketing is a relatively new capability on the LinkedIn platform. If you’re not taking advantage yet, John Lincoln explains why you should strongly consider giving it a try.

6. How to Write Well: 10 Timeless Rules From Legendary Ad Exec David Ogilvy

There is a sizable difference between writing and writing well. To help you achieve the latter, Eddie Shleyner pulls together some enduring lessons from one of the 20th century’s great creative business minds.

7. Perfect is the Enemy of Good: How Imperfection Can Drive Innovation

It can be difficult to uncover new horizons when we’re bottled up in safe spaces, afraid to color outside the lines. This convention-bending SlideShare from Andreas Krasser suggests that loosening the reins can help us escape the inhibiting traps of perfectionism.

8. 7 SEO Trends to Watch in 2018

If you’re already beginning to plan for 2018, you’ll want to keep in mind these seven search industry trends, courtesy of Tereza Litsa.

9. How Machine Learning Levels the SERP Playing Field

To understand where SEO is headed, and how to stay in front of the curve, we must understand the impact of AI and machine learning in Google’s algorithms. Kristopher Jones provides a briefing.

10. Writing Headlines that Serve SEO, Social Media, and Website Visitors All Together

The headline is arguably the most critical component of any content piece. How can you hit the sweetspot and optimize for SEO, social, and website visitors? Rand Fishkin guides us to where the Venn diagram overlaps in his latest Whiteboard Friday session.

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