Archives for August 2018

How to Build a Resilient Evergreen Content Marketing Forest

Evergreen Content Marketing

Evergreen trees are a symbol of life and renewal because they never lose their leaves; they stay green year-round.

Tell that to anyone who has dragged a Christmas tree to the garbage on New Year’s Day.

The truth is, evergreen trees are part of an ecosystem. When they’re rooted and cared for, they thrive and the whole forest benefits. Cut one down and take it home, and it won’t be green for long.

Evergreen content is the same way. We tend to think of it as stand-alone pieces of content that bring in traffic without any additional effort. Something isolated, set-it-and-forget-it. But if you treat your content that way, it will start dropping needles on the carpet with a quickness.

Design for Dummies: 5 Tips to Liven Up Your Written Marketing Content

Marketing Design Tips for Non-Designers

I’m not a designer. I’m not artsy. I didn’t even stay at a Holiday Inn Express last night.

I’m a writer to the core. But, as much I love words, I recognize that they don’t jump off the screen and grab people’s attention. Let’s face it: even the most beautiful prose is pretty ugly, from an aesthetic standpoint. You’re not going to find a framed portrait of blocky text hanging at the Guggenheim anytime soon.

As a marketer who is admittedly lacking in design skills, I’ve done an awful lot of reading on the subject, and I do my best to soak up knowledge and advice from the awesome group of visual wizards here in the TopRank Marketing design department.

Digital Marketing News: Rewarded Ads, Google’s Podcast Push, SEO’s B2B Power, & YouTube’s Ratio Refinements

2018August3MMAOpenXStudy

Industry Group Finds Consumers Love ‘Rewarded’ Ads: Marketers, Less So
A new collaborative study by the Mobile Marketing Association (MMA), OpenX, and MediaMath looks at view-and-reward advertising, rewarded opt-in ad types, and what they may mean for digital marketers going forward. MediaPost

Google Has A Podcast App, But Does It Have A Podcasting Strategy?
Google is expected to increase the prominence of podcasts in all search results, expanding on limited tests it’s done with Android and Google Assistant SERPs. Forbes

Huge chunk of young people believe advertising does not welcome diversity
New survey data examines inclusion and diversity in advertising, and how far the industry may still have to go. Campaign US

CMWorld Interview: How Tamsen Webster Drives Irresistible Change in Marketing

Few things are more inspiring than the before-and-after weight loss photo: two drastically different figures juxtaposed against one another, usually connected by an impossibly short span of time.

It’s not just the physical transformation that is striking in these portrayals. Even more so, it’s the mental transformation. Something clicked in that person’s head, causing them to fully commit and make the difficult changes necessary to turn their goals into reality. Then, they did it.

Branding expert Tamsen Webster saw this dynamic play out, in various forms, time and time again during her many years as a leader in the Weight Watchers organization. And it’s a big part of what drove her to create Red Thread, a messaging framework focused on tapping into those deep, uniquely human motivations that spark action (or, as she puts it, make inaction impossible).