Article's Content
Article's Content
Welcome to Volume 104
Let’s jump into the good stuff.
- Google looks to copy TikTok by curating search
- How to tackle driving traffic when you’re in an unsexy industry
TODAY’S SPONSOR
Have you been wondering how HBO is crushing the modern marketing game (any House of the Dragon stans)? Or how Duolingo’s Duo the owl became a storytelling sensation on TikTok? And really, how has Vans managed to transcend the generations and stay part of the cool crowd, even as our beloved skinny jeans get dunked on day after day?
Well, you’ll find the answer to all these questions and more (yes, much more) at the biggest Marketing Brew summit event yet: The Brief on Nov. 15. This jam-packed day of panels, presentations, and networking will give you strategies to implement immediately, plus the chance to interact personally with some of the best in the industry (not to mention your fellow marketing rock stars).
Quick: They have advanced pricing for only a limited time, so grab your ticket here before the cost goes up!
SEARCH ENGINE
Google Takes Inspiration From TikTok Making Search More Visual
At its annual Search On event, Google showed off a bunch of new ways for people to search the internet. Soon the classic page of links will change, being replaced in some contexts by images and informational widgets.
If you missed the event, catch Google’s condensed recap video on everything announced at Search On 22’.
Google will reward content that satisfies search intent—puts the readers’ needs over the search engine’s algorithm. As Google continues to evolve, so must our content. With an emphasis on images and videos to answer queries.
This is a great time to think about content repurposing. Can an informational blog post be turned into an explainer video? A podcast cut into smaller clips?
These repurposed images and videos can not only help with redistributing that content but help you rank better and/or show up in more search queries.
CONTENT MARKETING
How To Drive Traffic When You’re In A Unsexy Industry
The world of B2B is filled with game-changing companies that just happen to be in less sexy industries. (We can’t all be Slack or Salesforce)
That’s why smart SEO-designed content is key.
Brands like Carta’s create content around 409a valuations, cap tables, vesting basics, and other oh-so-fun (and oh-so-complex) equity-related topics.
Regardless if you’re a content team of 1 or a team of 100, quality over quantity will win the keywords that matter. Sometimes simple, straightforward educational content pays off. Educate the public, whether they’re buying from you or not.
Don’t be afraid to test more approachable tones or even humor if that is something that resonates with your audience. Boring industries don’t have to have boring voices.
If something isn’t working, don’t be afraid to move on to the next thing. Try new things, scale what works, and ditch what doesn’t.
Whether you’re a brand-new startup looking to drive initial traffic or an established corporation needing to see a lift in numbers to the website, Carta can teach you a lot.
B2B NEWS OF THE WEEK YOU SHOULD KNOW:
- 🤖 Don’t sweat, Biden’s AI bill isn’t breaking tech companies.
- 🐤 Twitter Blue subscribers in Canada, Australia, and New Zealand can now edit tweets! (US “coming soon.”)
- ✍️ Meet Regie.ai, a copy-generating ai tool for GTM teams that just raised $10M in Series A Funding.
BRAIN FOOD OF THE WEEK:
Hey, you! You’re not a fraud.
Imposter syndrome is a very real psychological phenomenon that affects the majority of people at some point in their life. (It’s me, I’m majority of people.)
This toxic mindset that you don’t deserve to be where you are can lead you down a rabbit hole of anxiety and burnout. So how do we combat this?
- Remind yourself that if you didn’t deserve to have your job, you wouldn’t have it. It may seem simple, but would you hire someone you didn’t think deserved a job? No, that’s ridiculous.
- Have you ever gotten positive feedback? No matter how small – remind yourself of it. Keep a folder of these somewhere to remind yourself when you are struggling.
A quick message to managers: remind your team about their strengths! It helps more than you know.
- Fake it til you make it. Take a second to think about what benefit thinking you’re a fraud has. (Answer: None) Remind yourself of this as you navigate through your career.
- Talk about it! Especially if you’re in a leadership role, be open about this with your colleagues.
TWITTER THREAD OF THE WEEK:
7 lesser-known tools to get more done in less time by Katelyn Bourgoin
NICE FINDS YOU SHOULD BINGE
- 11 Tactics To Distribute Content Effectively Through Social Media Platforms
- A B2B SaaS Marketer’s Guide To Getting Stakeholder Buy-in
- The HubSpot Blog’s 2022 Content & Media Strategy Report
- These 6 Content Distribution Misconceptions Are Hurting Your Conversions
WHAT WE’RE WIRED INTO THIS WEEK 🎧:
This charcuterie board of insights is brought to you by me, Kelsey ✌️!
