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Susan Gunelius says, “Leveraging the power of content and social media marketing can help elevate your audience and customer base in a dramatic way. But getting started without any previous experience or insight could be challenging. It’s vital that you understand social media marketing fundamentals. From maximizing quality to increasing... [Read more]

Ryan Shelley says, “Keyword ranking is one of the most overrated and misused metrics in SEO. Yes, tracking your positions is important, but placing too much emphasis on this metric is problematic. When it comes to SEO, what you measure gets managed. That means that focusing on the right metrics will help you generate results that have a business... [Read more]

Amy Gesenhues says, “Amazon is beta-testing an invite-only Influencer Program that will give social media influencers an Amazon.com vanity URL to make commissions on sales of products they want to promote. Reported last week on TechCrunch, the program is similar to Amazon’s affiliate program in that the influencers — like affiliates — will... [Read more]

Dipanjan Chatterjee says, “For all the talk about customer centricity, there’s a dirty little secret that no marketer will easily admit to: Marketing — as a discipline and as the core of most traditional business school marketing curricula — is inward-looking. Take the much-vaunted four Ps: build the right product, price it correctly, put... [Read more]

Kate Taylor Mighty says, “Contrary to what you might think, display ads and inbound marketing aren’t inherently incompatible. In fact, applying inbound marketing principals to your display ad strategy can help maximize your potential reach and attract more qualified leads. The key to creating “inbound-y” display ad campaigns... [Read more]

Patricio Robles says, “An email list can easily become one of a business’ most valued assets, but many companies fail to maximize their mailing list signups. Here are five ways companies can ensure they’re driving as many mailing list signups as possible. Include a signup form on every page One of the most effective ways to drive... [Read more]

Simon Penson says, “Incredible, isn’t it? Despite all the fanfare and pageantry that has followed content marketing over the last few years, fewer than 6% of marketers confidently claim to be executing content marketing strategies properly. It’s just one of a handful of eye-popping stats to come out of the State of Content Marketing Survey,... [Read more]

Stefanie Flaxman says, “Whenever someone questions the importance of proofreading, my go-to response is: “Pubic relations is quite different from public relations.” We all sometimes make a typo that omits or changes a letter in a word. A typo like that is difficult to spot when the mistake is still an actual word (or words). Just last week,... [Read more]

Lesya Liu says, “In an attempt to become a one-stop-shop for literally everything you do online, Facebook waged a war on GoFundMe, which claims to be “the #1 do-it-yourself fundraising website to raise money online.” The former network already dabbled into fundraising in 2016, when it enabled users “to raise money for more than 750,000... [Read more]

Tim Peterson says, “Facebook’s iAd-like Canvas ads can be as labor-intensive as they are immersive. The social network unveiled the creative kitchen sink of an ad format in September 2015. Since then, brands have had to manually create each individual Canvas ad on Facebook’s desktop site — uploading the photos and videos, typing out the... [Read more]

Aja Frost says, “In the past, buyers relied on salespeople for product information. Now they can discover the same details online in a matter of clicks. But salespeople shouldn’t be content to hang back and let their prospects do all the work. Prospects still have questions they can’t always resolve by reading an FAQ or product page: Can... [Read more]

Nikki Gilliland says, “In 2016, almost half of Airbnb consumers were reported to be between the ages of 18 and 34. In contrast, only 28% of hotel guests who booked with Marriott online were millennials. So, with younger generations embracing the sharing economy, Marriott has decided to do something about it by turning to every millennial’s... [Read more]