What’s Trending: Content Marketing Reactions

April 22, 2019

For every action, there is an equal and opposite reaction.

If only Newton’s third law applied to content marketing. I wish the amount of effort, conviction, and thoughtfulness that goes into what I write were always automatically matched by readers on the other end.

But as we know, reactions must be earned. If we’re not drawing them out with our content — be it a next step, an engagement, or at least a subtle shift in perspective — then we’re dealing with a “tree falling in an empty forest” scenario.

Recently, LinkedIn introduced a new feature on feeds making it faster and easier for members to react to posts, articles, and videos as they scroll along. Whether an expression of affinity, celebration, or curiosity, what’s important is that our content causes some type of reaction with our audiences, and Reactions on LinkedIn will help us visualize this impact on the platform.

In the interest of producing meaningful reactions with your content marketing efforts, here’s a look at some of the top trending content from prominent voices in marketing over the past week. Read, react, and rock on.

What Marketers Were Reading and Sharing Most This Week:

1. How Do Startups Actually Get Their Content Marketing to Work?

Getting a content strategy off the ground can be one of the toughest marketing initiatives for a young business. This post on TechCrunch, via Julian Shapiro, offers plenty of smart pointers that apply for any company, from SMB to enterprise.

2. 10 Principles of Digital Accessibility for Modern Marketers

“When we talk about digital accessibility as marketers, we’re talking about the intentional creation of an experience that can be accessed by as many people as possible,” writes Christi Olson. She lists tips for making sure your content can be found by everyone.

3. Make Your Blog More Attractive With These 12 Visuals

An aesthetically interesting blog post is far more likely to catch a reader’s attention and trigger a reaction. At Content Marketing Institute, Robert Katai highlights a dozen different visual formats that can improve your odds.

4. 3 Ways Marketers Can Avoid a Communication Breakdown With Designers

Of course, the process of creating visuals for blog posts and other written content will be much smoother if you can build a frictionless rapport with your design team. SketchDeck CEO Christopher Finneral shares helpful advice.

5. We Analyzed 12 Million Outreach Emails. Here’s What We Learned

Brian Dean of Backlinko shares the results of a ridiculously expansive study on sales and marketing emails. You can use these insights to optimize your InMail, too.

6. How to Determine What Formats to Use in Your Content Marketing

Blogs, videos, podcasts, infographics… there are so many different content options out there. Which is the right one for your next project? Michael Brenner explains how you can match your format to your audience and objectives.

7. LinkedIn’s List of 24 B2B Marketers You Need to Know

Brenner is one of the many experts who contributed to our newly revamped Sophisticated Marketer’s Guide. On the TopRank Marketing Blog, Lane Ellis compiled a rundown of all these recommended social media follows.

8. 15 Mistakes That Could Tank Your Social Media Strategy [Infographic]

Contently’s Emily Gaudette walks us through this crash course on “what NOT to do” with social media marketing. Check out the infographic from Red Website Design.

9. B2B Buyers Want More Data and Research in Vendor Content

Here, MarketingCharts covers key data points from B2B buyer research by Demand Gen Report and ON24. Among the takeaways: buyers want accessible content, in the right format for their stage in the buying journey.

10. 12 Steps to Lightning Page Speed

Slow-loading pages will lead to all of the wrong reactions — eyerolls, groans, and a quick bounce. At Moz, Patrick Curtis outlines methods for boosting page speed on the backend and frontend.

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