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Showing posts from April, 2020

Google trends in COVID-19 times and how to use them in your content strategy

30-second summary: Google Trends can be an invaluable tool, as it helps to uncover opportunities for ecommerce brands, publishers, and local businesses. The real benefit to Google Trends is that it can help us understand and predict consumer behaviour post-pandemic. Additionally, we can see how categories are evolving. Some things the search trends have shown is that consumers need help finding resources they often rely on salons for. leisurewear is king and we have seen an abnormal increase in demand for sweatpants over the last month. Consumers also want to know “how to look good on zoom”. That term has increased from 0 to 100 from March 14th onward. As a “topic”, interest in instrument playing tutorials has increased by 72%. Small business loans are seeing more search demand than ever before, with an increase of 2111%. Director of SEO at Stella Rising, John Morabito shares lots of insights and shines a light on how businesses can use these trends in their content creation....
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COVID-19 and Pharma paid search: How should SEM marketers optimize amid the changing landscape?

30-second summary: Johnson & Johnson CEO Alex Gorsky has said that the COVID-19 pandemic is one of the most significant events ever experienced. Pharma search engine marketers want answers to these key questions – “How are these shifts impacting the search messaging landscape? How to adapt SEM campaigns to remain relevant to shifting patient/provider needs and stay competitive in the search auction?” Ian Orekondy shares insights from AdComplyRx analysis of 50k+ SEM text ads from over 500 prescription treatment brands serving on thousands of keywords. The analysis showed that copy messaging with search terms like “savings” and “coverage” has rapidly risen. He highlights some quotes from industry veterans to help paid search marketers gain clarity on these conundrums. Johnson & Johnson CEO Alex Gorsky said on Tuesday’s  earnings call  that the worldwide COVID-19 pandemic is “one of the most significant events that any of us have ever experi...
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Why content campaigns need to be surprising to earn top-tier press

30-second summary: Every successful content campaign understands its audience and knows their pulse. How do you know whether your content campaign is worthy of being viral? Fractl’s first in-depth study into viral emotions found that the most common emotions invoked when consuming viral content were amusement, interest, and surprise. Domenica D’Ottavio shares the key ingredients of successful content campaigns with some interesting examples. Successful content begins with understanding your audience. What does your audience like? What do they avoid? What do they want to learn more about? What are they most likely to share and engage with? Fractl’s first in-depth study into viral emotions found that the most common  emotions invoked when consuming viral content  were amusement, interest, and surprise. After executing thousands of content campaigns, we keep these three emotions in mind when creating content—particularly the element of surprise. Easier said than do...
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Ultimate guide to video marketing on YouTube

30-second summary: YouTube’s popularity has made it the second most popular search engine after Google. For marketers trying to market their products and services to new audiences, YouTube needs to become a priority. Venngage’s Ronita Mohan outlines everything you need to know about YouTube product marketing in the ultimate guide below. From deciding your target audience and goals to creating great, targeted content, YouTube SEO, metrics to analyze and more material that will add value to your video marketing efforts. YouTube marketing has fast taken over the world, not just because of the popularity of online videos but because of the accessibility of the platform. This has led to YouTube becoming the second most popular search engine after Google. Users are heading directly to YouTube for detailed visual answers to their questions, instead of googling their queries. For marketers trying to market their products and services to new audiences, YouTube needs to become a pri...
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How Instagram hiding likes affected influencer marketing

30-second summary: Back in November 2019, Instagram removed “Likes” in order to improve engagement, boost mental health, and user participation. As influencer marketing by its nature was very reliant on the likes count, it is still proving to be one of the best ways for marketing in the COVID-19 situation. So how have Instagram influencers managed to measure performance? Founder of Spark Eighteen Lifestyle Pvt. Ltd shares some observations and insights with examples. Likes have been an important part of influencers’ businesses and the removal of Instagram likes has impacted them both positively and negatively. Due to this change, we can see them moving to new platforms. In November 2019, Instagram CEO Adam Mosseri provided an official statement of expanding the test of hiding “likes” to more markets around the globe. The statement came months after the initial implementation of the idea in countries like Australia, Brazil, Canada, Ireland, Italy, Japan, and New Zealand. Current...
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