What’s Trending: Conquer Your Marketing Goals in 2018
December 22, 2017
As we reach this point on the calendar, many people are thinking about gifts and the Grinch. I’m already thinking about goals.
The start of a new year always represents an opportunity to reflect, analyze, and lay out ambitious personal challenges the coming 12 months. True, there’s nothing to stop you from doing this any other time of year, but as organizations reset their strategies and plan out annual budgets, this particular juncture happens to work very well.
If you had to pick one singular aspiration as a marketer that you’ll be prioritizing above all else in 2018, what would it be? Improving your SEO proficiency? Pushing your content strategy to the cutting edge? Generating more quality leads for the sales team?
Whatever accomplishments you’re targeting for next year, our goal is to help you get there. To give you a head start, we’ve got a heaping helping of future-focused trending content to share with you this week as you head into the holidays.
What Marketers Were Reading and Sharing Most This Week:
As he prepares to take a step back from his duties at Content Marketing Institute (nooo!), Joe Pulizzi leaves us with some inspirational goal-setting guidance, shaded by his own experience. “I’ve found that truly successful people write down, review, and communicate their goals consistently.”
We recently learned that Google has changed the length of content snippet displays in search results, making this a good time to brush up with these meta description recommendations from Dr. Peter J. Myers.
Many traditional inbound marketing strategies tend to bring in the wrong kinds of leads, argues Brad Smith. He makes a case for adopting a more focused, account-based approach in 2018.
This SlideShare from Simon Kemp of Kepios serves as an excellent guide to proving ROI in the complex modern digital landscape. I particularly like this passage: “Using reach, views or likes as a measure of your marketing success is like counting the number of bank accounts you’ve opened as a measure of your wealth. They help quantify potential, but they’re not direct measures of bottom-line results or value.”
SEO best practices are in a constant state of flux, it seems, so you might appreciate these link-building fundamentals that Neil Patel believes will remain relevant and applicable forever.
Which methods for generating B2B leads actually work, and which ones should be retired in the new year? This rundown from Lizzy Funk is spot-on.
Over on the TopRank Blog, Ashley Zeckman chatted with a several marketers to get their thoughts on where the content frontier is headed. I was happy to be among the participants alongside the likes of Ann Handley, Chris Brogan, Tim Washer, and more. You can catch our interviews in the video below:
From our view, sales and marketing collaboration is going to be one of the dominating business imperatives in 2018. This post from Bethany Cartwright outlines some ways content marketers can become indispensable resources for the sales department.
It’s tough to accurately gauge the efficacy of your content when using the wrong metrics. Ashley Ward of SEMrush points us to some of the best KPIs to track for blog posts, podcasts, and webinars.
We’re entering “The Year of Value Over Volume,” says Marketo. Uncover specific predictions from numerous members of their team in the slides below: