Hey there, fellow marketers. We’ve got plenty to discuss this week.
There’s social media as a news source, metrics that no longer matter for Google, content promotion tools and unorthodox out-of-office emails. Plus, this Content Marketing Weekly is unintentionally yet exclusively accompanied by some great late-night host GIFs. (We’re not mad if you’re not mad.)
Here we go:
Looks like old habits do in fact die hard. A new study from Pew Research Center found that many Americans continue to get their news on social media – despite being unsure about how trustworthy it really is.
Of the platforms getting this somewhat skeptical attention, Facebook takes the cake in being the most popular place for people to get their news.
So what happened to all of the hype surrounding fake news and data theft?
HubSpot VP of Marketing Job Dick believes it has to do with our news-reading routines. Once they’re established, it takes a super conscious effort to change our ways. It’s also easy to believe that we won’t be one of those directly affected by a data scandal.
Google seems to change the rules on us every day – and it’s getting hard to keep up. Among the latest updates are Responsive Search Ads, featuring a new format with multiple headlines and longer descriptions.
In response to the new ad format, Matt Lawson, Google Director of Performance Ads Marketing, shared his insider advice with Search Engine Land. Amidst several telling insights, Lawson reminded advertisers that they don’t need to fixate on metrics like CTR and conversion rate. Instead, the goal is driving more sales.
This all led Andy Taylor, Search Engine Land contributor and Associate Director of Research at Merkle, to consider a world without click-through and conversion rates – and he seems to be in agreement.
While CTR is a useful metric for identifying what makes an ad attractive to viewers, it’s not really a trustworthy key performance indicator.
OK – but conversion rates don’t matter either? Now that sounds like fake news.
Taylor argues that it really doesn’t have to be the end-all-be-all. Boosting CTR and conversion rates only matters if it improves the bottom line.
Check out Taylor’s article from Search Engine Land for the full scoop on why you can stop stressing over click-through and conversion rates.
We’re all in the business of producing endless amounts of content day in and day out. We modern marketers also have the benefit of technology to boost our efforts to whole new levels.
The only problem is that there so many support tools out there that it can be hard to tell which ones are actually going to help you level up.
Don’t worry: Digital marketing expert Sujan Patel shared some of the year’s top tools for content marketing to help narrow the overwhelming selection.
The list is broken down into social media and audience-building, distribution tools outside of social media, SEO and outreach, and promotion-enhancement solutions. It also highlights how much each tool will cost you – because marketing budgets are indeed a necessary thing.
Content Marketing Institute has the full details on Patel’s list of tools here.
Let’s wrap up this Content Marketing Weekly with everyone’s favorite subject: vacation. We’re all guilty of looking forward to our time off – so much so that we may even forget to program an automatic out-of-office email message.
While they serve a practical function, there’s no reason you can’t have some fun with your OOO message. What’s wrong with getting a few laughs from your co-workers or clients upon your return?
HubSpot compiled some fun examples to get the creative juices flowing. Here’s one message detailing a not-so-tropical vacation:
Another favorite is this hilariously honest message: “I am currently out of the office and probably out-of-my-mind drunk. Enjoy your work week.”
This one does, of course, require a close and casual relationship with all those who may get this OOO message in their inbox.
Summer may be fading away, but it’s never too early to start prepping for your inevitable time off around the holidays. Check out the full post here – and never miss out on the golden OOO message opportunity again.
With that, we wish you a very happy Friday.