What's Trending: Audience Engagement 2.0
October 20, 2017
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:
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.
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.
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.
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.
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.
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.
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.
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.
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.
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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