What’s Trending: Untangle Your Data and See the Light

December 15, 2017

Christmas Lights and Ornaments

The arrival of the holiday season (and Clark Griswold’s customary return to our TV screens) has us thinking about Christmas lights.

Christmas lights are interconnected sources of illumination. In this regard, they’re a lot like data. But if you don’t handle those lights properly, you’ll end up with an unusable, tangled mess. This, too, can be true of data, and plenty of marketers are facing that frustration.

As we look ahead to 2018, there is no question data will continue to be a driving force for content, SEO, social media, and all other corners of the digital marketing landscape. Therefore, becoming more comfortable and proficient with insights and analytics is a worthy 2018 resolution for anyone.

To that end, earlier this week we shared key takeaways from the State of Data 2017 report, and today we’ll point you to the latest trending content that focuses on squaring away your data as we head into the new year.

What Marketers Were Reading and Sharing Most This Week:

1. Don't Be Fooled by Data: 4 Data Analysis Pitfalls & How to Avoid Them

These common mistakes are endemic in marketing, writes Tom Capper. On the Moz Blog, he provides some handy tips to help you avoid jumping to conclusions, missing context, and more.

2. Building Links with Data-Driven Content (Even When You Don't Have Any Data)

Ideally, your content strategy will be informed by quality data, and what it tells you about your audience. Tyler Hakes explains how you can tap into publicly available data sources and use this info to power up your link-building proficiency. 

3. A Balanced Approach to Data-Driven SEO

As helpful as data can be, Ryan Shelley suggests that over-reliance on measuring everything is problematic. In this post, he spells out the difference between information and knowledge, and guides us on a path to the latter.

4. How to Get Started With LinkedIn's New Website Demographics

More and more B2B marketers are taking advantage of LinkedIn’s Website Demographics functionality, and benefitting from the rich insights it delivers about their audiences. In her write-up for HubSpot, Amanda Zantal-Wiener walks you through the basics of getting started, and explains how it enables LinkedIn advertisers manage spend more effectively.

5. Key Digital Trends for 2018

In this SlideShare, OgilvyRED reflects on previous predictions and lays out new ones for the year ahead, including the rise of augmented technology, voice search, and more.

6. Are You Ready for Content Marketing in 2018? 60+ Predictions

Speaking of 2018 predictions, the imitable Joe Pulizzi has aggregated a bevy of them at Content Marketing Institute, incorporating his own thoughts as well as those of other industry leaders. I may be biased, but I particularly liked this submission from LinkedIn’s Jason Miller:

“Virality and reach will become less important, and marketers will instead focus on better segmenting and targeting capabilities, enhanced with the help of AI. This will finally lead to the downfall of the recent trend of snake-oil salespeople who promise to hack your way into millions of meaningless views, comments, and likes. Content marketing will no longer be a game of volume and bloated numbers but will instead promote empathy, relevance, and exclusivity.”

7. 10 Useful Tools for Creating Content, Writing, and Researching

If one of your goals for 2018 is to become more efficient and productive, you’re hardly alone. This set of time-saving tools, via Joel Widmer, can lend an assist.

8. The Rise of the Conscious Marketer

As millennials grow to occupy more of the professional and consumer populations, Nichole Kelly says we are seeing an emergence of the purpose-driven conscious marketer:

9. How AI Will Make Marketing More Personalized in 2018

Although it is undoubtedly a key piece of marketing tech’s future, the specific applications of artificial intelligence remain a mystery for many of us. Michael Brenner outlines five practical ways that AI can move marketers toward creating more personalized experiences in the coming year.

10. Why Your End-of-Year Marketing Strategy Should Focus on Repurposing and Re-engagement

As you plan out new content and engagement tactics for 2018, Andrea Lehr posits that you shouldn’t be so quick to leave your best campaigns of 2017 behind. Just in time for holiday feasting, she offers up some solid turkey-slicing pointers.

We’ve got great stuff in the works to help marketers finish the year strong and hit the ground running in 2018. Subscribe to the LinkedIn Marketing Solutions blog to make sure you don’t miss a beat.