What’s Trending: Knowing Your Unknowns

May 26, 2017


Digital marketers are on a quest to assemble as complete a picture of the buyer’s journey as possible. We want to know what our audience needs, where they go to get it, and every step they take from interest to purchase. The more we know, the more we are able to refine our process, chasing the goal of providing the right content to the right audience at the right time to effect action.

It's a jigsaw puzzle with more than a few pieces missing—and with new pieces being added to the mix. To succeed, we have to seek out what we don’t know we don’t know. This week’s trending marketing content can help you put a few more pieces together. Learn what “dark social” is and how you can begin to track it, make your personas more accurate and effective, and more.

We may never have a 100% complete picture of the buyer’s journey. But with diligence and effort, we can consistently snap new pieces into place.

What Marketers Were Reading and Sharing Most This Week:

1. How Is Dark Social Affecting Your Brand?

As messaging apps continue to rise in popularity, a growing slice of your web traffic is getting harder to properly track and attribute. Talkwalker’s Liesa Opitz helps shine a light on what dark social is and how to measure it.

2. 7 Creative Ways to Generate More B2B Leads

Keep your pipeline full with these seven lead optimization suggestions from PureB2B Executive Vice President Johanna Rivard.  Johanna’s tips include innovative ways to use email and a great source for creating gated video.

3. The Digital Marketer’s Framework

Wizard of Moz Rand Fishkin upends conventional marketing wisdom in this presentation, arguing for a “blank slate” approach to building a new, integrated marketing strategy.

4. Content Strategy: Personas Help You See Trees in a Forest

Take an in-depth look at the how and why of B2B and B2C personas in this insightful article from Entente Marketing’s Tom Kuder.

5. The Only 10 Ways to Make Money from Content Marketing

When marketing content becomes a product in its own right, it’s a double win for your department and your brand. Content Marketing Institute Founder Joe Pulizzi explains how you can turn marketing into a profit center.

6. 5 Massive SEO and Content Shifts You Need to Master Right Now

Mobile to mobile-first, search to voice, data to machine learning: The marketing world is undergoing nothing short of a total transformation. BrightEdge Founder & CEO Jim Yu explains the biggest ways our tactics need to change to keep up.

7. Content as a Growth Engine

Learn how to combine content and strategy to create a perpetual motion machine of lead capture and conversion in this colorful SlideShare from WebProfits’ Sujan Patel.

8. How to Leverage User-Generated Content in Your Marketing Strategy

Engaging your target audience to create content is a fantastic way to fill your channels with ultra-relevant content. Spiralytics, Inc. Content Strategist Pierre de Braux shares how to encourage your community to contribute.

9. 7 Social Media Metrics Marketers Should Track

Learn which measurements will be most useful in your analytics process—and how to capture them—with this detailed how-to from PointForward Software’s Sweta Patel.

10. Analytics for Startups

Whether your business is a startup or not, this guide to analytics will help you market smarter. Consultant Andy Young brings a wealth of tips, tactics, and tools to this presentation.

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