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Welcome to Volume 112
Happy new month! We hope you had a November to remember 😉.
Did anything catch your eye on Black Friday and Cyber Monday?
For us, it was Katelyn Bourgoin’s 10 un-ignorable Black Friday campaigns thread. It was full of actionable tips to help brands delight customers and sell more. You should definitely check it out. We link to it in the Twitter thread of the week section.
Here’s what’s to come:
- LinkedIn takes back power
- How WebMD Drives $128M Worth of Organic Traffic
- And more…
Let’s dive in.
SOCIAL MEDIA
LinkedIn takes back power
Social media scheduling tools have been a big help for the B2B industry.
So far, these tools have empowered marketers to create and schedule batch content way in advance. That’s a native feature some social media apps don’t have.
Last week, LinkedIn started rolling out its post-scheduling feature to allow users to schedule posts. That means you don’t have to rely on third-party tools. Instead, you can do everything from creating to scheduling and analytics on a single platform.
According to TechCrunch, the feature is still being rolled out and is only available on the web and Android.
Users can schedule text, video, and images up to three months in advance. You have access to this feature if you see a clock icon just before the post button within the compose box, like in the image below:
Source: TechCrunch
Native post-scheduling is a great way to keep marketers happy as they don’t have to move in-between apps to execute their content calendar. Or give third-party tools access to their LinkedIn accounts. They can do everything on one platform.
It’s great to see LinkedIn roll out something useful for the marketing community. However, we predict it might take a while for users to unlearn relying on Buffer, Hootsuite, or other scheduling software, as humans are creatures of habit.
B2B CASE STUDY
How WebMD Drives $128M Worth of Organic Traffic
200 million.
That’s how much organic traffic WebMD generates monthly as people drop by to get expert health advice. Its impressive numbers, including 145 million backlinks, show how Google rewards websites that create people-first content.
One SEO strategy that WebMD uses to drive growth is ensuring its content meets Google’s E-A-T guidelines.
E-A-T is one of the qualities Google looks for to determine how helpful a web page will be to readers. It’s a more critical ranking factor for YMYL websites because their advice directly impacts a person’s health, safety, or financial stability.
Our latest case study shows how WebMD shows expertise, authority, and trustworthiness with practical examples from its website. It also outlines three ways to ensure your website is E-A-T compliant to build credibility and drive long-term growth.
B2B NEWS OF THE WEEK YOU SHOULD KNOW:
😰 Google employees worry mass layoffs may be coming soon, especially with recent changes in performance reviews, travel budget cuts, and a decline in revenue growth.
🤝 Zendesk completes its $10 billion deal to go private, with shareholders receiving $77.50 per share in cash.
✔️ Twitter’s new multicolored verification system launches next week.
BRAIN FOOD OF THE WEEK:
The end of the year is a good time to review your company’s goals, results, and lessons learned all year. But we all know this year is different from the past few years.
Many analysts have predicted a high likelihood of a full-blown economic recession in 2023. The signs are already evident—mass layoffs, budget cuts, hiring freezes, etc. So planning for the new year isn’t as straightforward as the last.
How do you plan for the next calendar year amid economic uncertainty?
First Round Review shares six tips for annual planning in uncertain times. Here’s a quick look at these tips:
- Share enough context about the company’s goals in the coming year so that the team can contribute to the annual plan.
- Be clear about decisions and document concrete choices.
- Outline your goals clearly, including how you define and measure success.
- Anticipate and plan for the unexpected.
- Build a solid strategy for tracking progress as often as possible.
- Know when it’s time to revise your strategy and change course.
First Round Review shares a proven framework for each tip to help you visualize and implement the strategy. You can read the full article here.
Happy planning!
TWITTER THREAD OF THE WEEK:
10 un-ignorable Black Friday campaigns that you may have missed by Katelyn Bourgoin
NICE FINDS YOU SHOULD BINGE
- Customer Activation Product-Led Growth Hub by Adam Jarczyn
- Chris Degnan (Snowflake): Leading Your Sales Team Through The Downturn
- How to Maximize Your Content — Whiteboard Friday – Moz by Ross Simmonds
WHAT WE’RE WIRED INTO THIS WEEK 🎧:
What can I say (by our very own Hayati Shah ❤️)
This charcuterie board of insights is brought to you by me, Jessica Tee O. ✌🏾!
