Stay ConnectedYour weekly source of case-based stories about marketing growth from local to global brands like Google, Vodafone, SAP, IKEA, Uber, and many more. Join Laura Morelli as she interviews the people behind successful, integrated marketing campaigns, and discuss the latest news, tools, strategies, and techniques that’ll give your digital marketing the edge.
https://www.semrush.com/podcast/
podcast@semrush.com
Marketing Scoop’s current podcast season is coming to an end, and we’ll be taking a break for now.
We hope you enjoyed these case study-based episodes with some of the top marketing guests in the world.
Thanks to our loyal listeners, and be sure to check out semrush.com in the meantime!
Host, Laura Morelli
https://au.linkedin.com/in/laura-morelli-74010a68
https://twitter.com/lauramorellii
Links mentioned:
Today on the Marketing Scoop, we’re talking to Nathan Lomax, co-founder of E-commerce marketing agency Quickfire Digital.
In this episode, Nathan shares how he doubled the size of his business by doing one thing - rebranding.
You’ll also learn the secrets of how Quickfire Digital generates thousands of leads each month, and why Nathan recommends focusing on agency partnerships instead of traditional lead generation through things like SEO or paid advertising.
Plus, you’ll want to hear Nathan’s interesting background and his tips for how to stay on top of your business without facing burnout.
Guest, Nathan Lomax
https://twitter.com/nathan_lomax
https://www.linkedin.com/in/nathan-lomax
Host, Laura Morelli
https://au.linkedin.com/in/laura-morelli-74010a68
https://twitter.com/lauramorellii
Links mentioned:
In today’s episode of the Marketing Scoop, we’re talking to Shaina Weisinger, Founder and CEO of the done-for-you content strategy service Repurpose House.
You’ll hear how Repurpose House client Endless Events doubled their site traffic and tripled its site contacts without spending a dollar on advertising.
Plus, Shaina discusses the importance of getting that extra marketing mileage out of your pre-existing content, and why video crushes images and texts when it comes to social media strategies.
Guest, Shaina Weisinger
https://www.linkedin.com/in/shainaweisinger/
https://twitter.com/weisingershaina
Host, Laura Morelli
https://au.linkedin.com/in/laura-morelli-74010a68
https://twitter.com/lauramorellii
Links mentioned:
Today on the Marketing Scoop, we’re talking to Gary Illyes, Webmaster Trends Analyst for Google, and ‘Chief of Sunshine and Happiness.’
Listen in as Gary explains how Google worked with Rakuten to help them leverage structured data to improve the user experience and more than double their traffic.
This interview is also jam-packed with Gary’s thoughts on structured data, voice search, schema, and...Britney Spears.
Plus, check out the listener Q&A session at the end of the episode. You don’t want to miss it!
Guest, Gary Illyes
Host, Laura Morelli
https://au.linkedin.com/in/laura-morelli-74010a68
https://twitter.com/lauramorellii
Links mentioned:
Today on the Marketing Scoop, we’re exploring conversational AI with Nestlé USA's Orchid Bertelsen.
Orchid is the Head of Digital Innovation at Nestlé USA where she evaluates and tests emerging technologies. From artificial intelligence and voice assistance to augmented and virtual reality, her varied portfolio has her looking after more than 40 brands.
Listen in as Orchid discusses how Nestlé USA and Pandora teamed up on an alpha product to understand how consumers are interacting with voice technology while they're in their daily routines, and how brands can become an answer to consumer’s questions via conversational AI.
Guest, Orchid Bertelsen
https://www.linkedin.com/in/orchidbertelsen/
https://twitter.com/OrchidBertelsen
Host, Laura Morelli
https://au.linkedin.com/in/laura-morelli-74010a68
https://twitter.com/lauramorellii
Links mentioned:
On this episode of the Marketing Scoop powered by SEMrush, we’re talking to Tim Natividad, Head of Advertising Sales and Performance Marketing at Roku, America’s number one streaming platform.
Listen in as Tim discusses the launch of Roku’s OneView Advertising Platform during COVID-19, and shares tips on how to leverage times of uncertainty to address fast-changing customer needs.
Plus, you’ll learn why marketers should invest in over the top (OTT) advertising and how Roku uses their own data at scale to help its advertisers reach their goals.
Guest, Tim Natividad
https://www.linkedin.com/in/tim-natividad-77135940/
https://twitter.com/timnatividad
Host, Laura Morelli
https://au.linkedin.com/in/laura-morelli-74010a68
https://twitter.com/lauramorellii
Links mentioned:
Today on the Marketing Scoop Podcast, we’re talking to Prelini Udayan-Chiechi, VP of Marketing EMEA at Zendesk, about the success of the company’s new virtual morning show.
Listen in as Prelini walks us through how the Zendesk Morning Show went from concept to release in just 3 weeks while in the midst of the COVID-19 pandemic.
Plus, you’ll hear why the viewer figures for the Zendesk Morning Show are 35% higher, compared to 40 webinars ran during all of 2020.
Guest, Prelini Udayan-Chiechi
https://www.linkedin.com/in/prelini/?originalSubdomain=uk
Host, Laura Morelli
https://au.linkedin.com/in/laura-morelli-74010a68
https://twitter.com/lauramorellii
Links mentioned:
Today on the Marketing Scoop Podcast, we’re talking to Austin Rief, co-founder of Morning Brew, a daily email newsletter offering informative and digestible business news from Wall Street to Silicon Valley.
In this episode, you’ll hear how the Morning Brew team increased revenue by 5X in just one year, built a strong referral program, and grew to over 2 million newsletter subscribers.
Plus, Austin discusses the importance of open rates vs. subscriber numbers (around 1 million unique people open their emails daily!) and building brand awareness simply by providing outstanding content.
Guest, Austin Rief
https://www.linkedin.com/in/austin-rief/
https://twitter.com/austin_rief
https://www.instagram.com/austinrief
Host, Laura Morelli
https://au.linkedin.com/in/laura-morelli-74010a68
https://twitter.com/lauramorellii
Links mentioned:
Today on the Marketing Scoop Podcast, the talented Sabena Gupta, campaign lead for Alexa at Amazon and former Director of Brand Strategy & Marketing at The New York Times, joins us to discuss how to build a trustworthy brand.
You’ll hear how Sabena helped formulate the award-winning New York Times marketing campaigns such as “The Truth Is Hard” and “The Truth Has A Voice,” which aired during the 2017 Oscars and Golden Globes, respectively.
Plus, she explains the importance of mission-driven marketing and effective communication, and how she landed a spot on the prestigious Forbes 30 Under 30 list. Listen in.
Guest, Sabena Gupta
https://www.linkedin.com/in/sabenagupta/
Host, Laura Morelli
https://au.linkedin.com/in/laura-morelli-74010a68
https://twitter.com/lauramorellii
Links mentioned:
In the midst of a global pandemic, it’s safe to say the results from Microsoft Teams have been monumental with an increase of 1,260% growth in traffic (from Feb 20 to Apr 20’, source - SEMrush). The company recently set a new record of 4 billion meeting minutes in one day, along with a new high of 200 million meeting participants.
Today on Marketing Scoop, we’re talking to Kady Dundas, Senior Director of Product Marketing at Microsoft Teams, about what life at Microsoft has been like during this new normal.
Listen in as Kady discusses Microsoft’s contribution to society across the world during COVID-19, and how to keep your teams motivated during these times of uncertainty.
Guest, Kady Dundas
https://www.linkedin.com/in/kadydundas/
https://twitter.com/kadydundas
Host, Laura Morelli
https://au.linkedin.com/in/laura-morelli-74010a68
https://twitter.com/lauramorellii
Links mentioned:
In this episode of the Marketing Scoop, Garrett Mehrguth, CEO at Directive, a next-gen performance marketing agency for software companies, walks us through the eight actionable steps of how to create a go-to-market SEO strategy.
You’ll also hear how to gain terrific ROI with a smaller budget by focusing on best segments, driving awareness, and capturing existing demand.
You don’t want to miss this game plan that’s sure to be effective during these turbulent times. Listen in.
Guest, Garrett Mehrguth
https://www.linkedin.com/in/garrettmehrguth/
Host, Laura Morelli
https://au.linkedin.com/in/laura-morelli-74010a68
https://twitter.com/lauramorellii
Links mentioned:
In today’s episode of the Marketing Scoop, you’ll hear how software company Atlassian used YouTube to grow their marketing funnel.
By offering tutorials, best practices, and playbooks - and not gating the content - Atlassian educated its prospective and existing customers with great stories. So, instead of hiding content, they made it super accessible. Listen in as Claire Drumond, Content Strategy Lead (Jira & Bitbucket), and Head of Product Marketing at Atlassian dives deeper into Altassian’s YouTube-centric strategy.
Plus, you’ll hear Claire discuss how to create a high-quality video at scale, and why the future of marketing is agile.
Guest, Claire Drumond
https://www.linkedin.com/in/claireefisher/
https://twitter.com/claire_drumond
Host, Laura Morelli
https://au.linkedin.com/in/laura-morelli-74010a68
https://twitter.com/lauramorellii
Links mentioned:
In today’s episode of Marketing Scoop, Amanda Milligan, Marketing Director at growth marketing agency Fractl, is diving into how they earned more than 900 unique backlinks for home improvement marketplace Porch.com in just one year.
Plus, listen in as Amanda and Laura discuss the importance of continuing to develop content during a time of crisis.
Christoffer Lorang Dahl, Digital Director at GK Nordic, on how gaming experiencing transformed the recruiting mindset.
Although the gaming industry is larger than films and music combined, very few of us are likely to put Fornite playing achievements on our CV.
On this episode of Marketing Scoop, we’re talking to the man who changed this with a single campaign. Christoffer Lorang Dahl is the Digital Director at GK Nordic, Scandinavia’s largest communications agency.
Hear how Christoffer tapped in to reach an untouched yet desirable young audience as he discusses the ‘Adding Gaming Experience to Your CV’ campaign with recruitment company Manpower.
Elizabeth Marsten, Senior Director of Strategic Marketplace Services at Tinuiti, on how eCommerce and consumer behavior is changing during the COVID-19 pandemic.
Today on Marketing Scoop, we’re diving into the impact COVID-19 has had on eCommerce, consumer behavior, and the advertising landscape.
Elizabeth Marsten is the Senior Director of Strategic Marketplace Services, at Tinuiti, an agency that accelerates brand growth. Listen in as Elizabeth and Laura explore the new ‘normal’ reality that everyone is afraid to think about.
Cameron Mullen of Spin on how to acquire 100k new users by turning offline channels into growth machines: Marketing Scoop Podcast by SEMrush
In this episode of Marketing Scoop, we’re discussing how mobility services can fill in gaps during a global pandemic with Cameron Mullen, Head of Marketing for Spin, a shared electronic scooter service owned by the Ford Motor Company.
Most data-driven growth marketers swarm and compete on digital channels, but Spin acquired more than 100,000 new users by turning offline channels into growth machines. Listen in to find out how they did it!
Guest, Cameron Mullen, Head of Marketing, Spin
https://www.linkedin.com/in/cammullen/
Host, Laura Morelli
Greg Galant of Muck Rack on increasing engagement by 110% by making their research tool free: Marketing Scoop Podcast by SEMrush
Today, we’re spotlighting Greg Galant, co-founder, and CEO of Muck Rack, about the success of Muck Rack Trends - the latest research tool on Muck Rack which offers a universal look at what journalists are writing about.
Listen in as Greg dives into this free resource for journalists that has been labeled the ‘Google Trends for PR Pros.’ Plus, we talk about remote work and the impact COVID-19 may have on the PR industry as a whole.
Guest, Greg Galant
https://www.linkedin.com/in/galant
Host, Laura Morelli
https://au.linkedin.com/in/laura-morelli-74010a68
https://twitter.com/lauramorellii
Links:
Muck Rack Website: https://muckrack.com/
Muck Rack Trends: https://muckrack.com/trends/
Eric Bogard of Arkadium on growing organic traffic by 230% in one year by changing SEO strategy: Marketing Scoop Podcast by SEMrush
Today we are spotlighting Eric Bogard, VP of Marketing at Arkadium where he leads the marketing department and corporate strategy. Over the course of his tenure, he has grown the company’s flagship product over 1000x and instituted a culture centered around testing and user feedback. Arkadium is a creator of premium gaming content designed specifically for grown-up players worldwide. Eric shares how casual users can be converted into raging fans, simple ways to boost organic traffic, and we learn about the importance of online search visibility for your brand.
Guest, Eric Bogard
https://www.linkedin.com/in/ericbogard/
Host, Laura Morelli
https://au.linkedin.com/in/laura-morelli-74010a68
https://twitter.com/lauramorellii
Links:
Arkadium case study: https://www.semrush.com/company/stories/arkadium/
Arkadium website: https://www.arkadium.com/
SEMrush website: https://www.semrush.com/
Drift: https://www.drift.com/
Harry Sanders of StudioHawk on how to grow a million-dollar SEO company at the age of 22: Marketing Scoop Podcast by SEMrush
Today we are spotlighting Harry Sanders of StudioHawk, Australia’s premier SEO agency. Harry’s story is a fantastic journey of bootstrapping himself from nothing to the owner of a global marketing firm. At age 14 he was homeless and started working at SEO and now, at the age of 22, has scaled a million-dollar agency. We discovered much during our interview, covering what he looks for in hiring an SEO, who some of his inspirations are as well as whether SEO is the right choice in a time of crisis.
Time code show notes:
[02:56] What it takes to be on his team and how to hire a good SEO [05:06] About clients with smaller budgets [06:54] Case study of a small budget SEO client [09:05] Opening a business in the UK [10:01] How to approach SEO marketing when worried about cash flow [11:57] Communication during remote working times [12:40] Most beneficial advice received
Guest, Harry Sanders, Director & Head of Search at StudioHawk
https://www.linkedin.com/in/harry-sanders-570635113/
https://twitter.com/HarrySandersSEO
https://www.studiohawk.com.au/
Host, Laura Morelli
JD Prater, Head of Product Marketing at Quora on how to boost traffic with Quora as an additional marketing channel: Marketing Scoop Podcast by SEMrush - Special Edition
This Special Edition Podcast is brought to you by Global Marketing Day - the world’s absolute first 24-hour online marketing conference, held on October 30, 2019.
Global Marketing Day was a truly epic live broadcast, streamed continuously for 24 hours from studios around the globe, including Sydney, London, New York, and San Francisco and featuring speakers from Google, WeWork, Conde Nast, Uber, Microsoft, Unicef and many more.
Missed Global Marketing Day 2019? You can still enjoy our content in podcast format from wherever you are. Join us for GMDay in October 2020 with a new line up of the world’s marketing leaders! Learn how big brands are marketing in today's ever-changing world.
This episode comes from JD Prater, Head of Product Marketing at Quora. JD is a regular speaker at conferences across the globe such as INBOUND, SaaStr, BrightonSEO, and SMX. 300+ million people come to Quora every month to prep, research, evaluate, ask for tips, and learn more about the world around them. But how can that help you? JD will highlight the benefits of Quora in his presentation: How marketers boost traffic with Quora as an additional marketing channel.
Guest, JD Prater, Head of Product Marketing at Quora: https://www.linkedin.com/in/jdprater/ https://twitter.com/jdprater
Host, Casie Gillette, Senior Director, Digital Marketing at KoMarketing: https://www.linkedin.com/in/casiegillette/ https://twitter.com/Casieg
Links: Global Marketing Day Conference Global Marketing Day 2019 Videos
Angelica Ong, UNICEF on Social Media for Social Good: Marketing Scoop Podcast by SEMrush - Special Edition
This Special Edition Podcast is brought to you by Global Marketing Day - the world’s absolute first 24-hour online marketing conference, held on October 30, 2019.
Global Marketing Day was a truly epic live broadcast, streamed continuously for 24 hours from studios around the globe, including Sydney, London, New York, and San Francisco and featuring speakers from Google, WeWork, Conde Nast, Uber, Microsoft, Unicef and many more.
Missed Global Marketing Day 2019? You can still enjoy our content in podcast format from wherever you are. Get great advice and practical tips, from marketers by marketers!
Join us for Global Marketing Day in October 2020 with a new line up of the world’s marketing leaders! Learn how big brands are marketing in today's ever-changing world.
This episode comes from Angelica Ong, Global Digital Marketing and Communications Strategist & Social Media Manager, UNICEF. Angelica works on global digital marketing and social media communications at UNICEF’s Office of Innovation and is tasked with managing and overseeing digital content creation, social media, and digital marketing, globally. With experience in social media for social good, Angelica will cover Content/Social media/Digital marketing strategy that will tap into her work at UNICEF. Watch the full episode here.
Guest, Angelica Ong, Global Digital Marketing & Social Media Communications Strategist at UNICEF
https://www.linkedin.com/in/angelicaong/
https://twitter.com/anggustiloong
Host, Casie Gillette, Senior Director, Digital Marketing at KoMarketing:
https://www.linkedin.com/in/casiegillette/
Links:
Global Marketing Day Conference:
https://www.globalmarketingday.com/
Global Marketing Day 2019 Videos: https://www.globalmarketingday.com/#recordings
Blake Hutchison, Flippa on why strong merchandising is still the best conversion tool: Marketing Scoop Podcast by SEMrush - Special Edition
This Special Edition Podcast is brought to you by Global Marketing Day - the world’s absolute first 24-hour online marketing conference, held on October 30, 2019.
Global Marketing Day was a truly epic live broadcast, streamed continuously for 24 hours from studios around the globe, including Sydney, London, New York, and San Francisco and featuring speakers from Google, WeWork, Conde Nast, Uber, Microsoft, Unicef and many more.
Missed Global Marketing Day 2019? You can still enjoy our content in podcast format from wherever you are. Get great advice and practical tips, from marketers by marketers!
Join us for Global Marketing Day in October 2020 with a new line up of the world’s marketing leaders! Learn how big brands are marketing in today's ever-changing world.
This episode comes from Blake Hutchison who is the CEO at Flippa.com and who has overhauled the way Flippa thinks about its sales and marketing operations with clear customer alignment. In this episode, Blake will share case studies showing the impact of content on conversion and share his ways for orienting your company this way, the talent required and tracking the effort. Watch the full episode here.
Guest, Blake Hutchison, CEO at Flippa:
linkedin.com/in/blakehutchison
https://twitter.com/blakenow
Host, Casie Gillette, Senior Director, Digital Marketing at KoMarketing:
https://www.linkedin.com/in/casiegillette/
Links:
Global Marketing Day Conference:
https://www.globalmarketingday.com/
Global Marketing Day 2019 Videos: https://www.globalmarketingday.com/#recordings
Luis Navarrete Gómez, LEGO on what agencies need to know when working with enterprises: Marketing Scoop Podcast by SEMrush
This Special Edition Podcast is brought to you by Global Marketing Day - the world’s absolute first 24-hour online marketing conference, held on October 30, 2019.
Global Marketing Day was a truly epic live broadcast, streamed continuously for 24 hours from studios around the globe, including Sydney, London, New York, and San Francisco and featuring speakers from Google, WeWork, Conde Nast, Uber, Microsoft, Unicef and many more.
Missed Global Marketing Day 2019? You can still enjoy our content in podcast format from wherever you are - get great advice and practical tips, from marketers by marketers!
Join us for Global Marketing Day in October 2020 with a new line up of the world’s marketing leaders! Learn how big brands are marketing in today's ever-changing world.
This episode comes from Luis Navarrete Gómez, Head of Global Search Marketing at LEGO. Luis defines the strategy for search marketing activity in more than 140 markets for the iconic toy company and has more than 14 years' experience in Search Marketing with cross-functional expertise in technology, business management and leadership. Tapping into his knowledge about enterprise organizations, Luis will give us his insights with the presentation: 5 things agencies need to know about working with enterprise clients. Watch the full episode here.
Guest, Luis Navarrete Gómez, Head of Global Search Marketing at LEGO
https://uk.linkedin.com/in/luisnavarrete
https://twitter.com/Luis_Navarrete
Host, Casie Gillette, Senior Director, Digital Marketing at KoMarketing:
https://www.linkedin.com/in/casiegillette/
Links:
Global Marketing Day Conference: https://www.globalmarketingday.com/
Global Marketing Day 2019 Videos: https://www.globalmarketingday.com/#recordings
Paul Cowan, CMO of FreshBooks on how they doubled their organic reach and increased sales after firing their agency: Marketing Scoop Podcast by SEMrush
Today we are spotlighting Paul Cowan, CMO of FreshBooks. FreshBooks is the best cloud-based small business accounting software having served over 24 million people. Paul has over 15 years of experience in brand marketing, working in both large matrix corporations and small start-up environments. He has a unique skill set that blends technical knowledge, creative marketing and lateral problem-solving. All with the focus to build business for sustaining success, IPO or acquisition. Paul shared a case study about how FreshBooks doubled their organic reach and increased sales after firing their agency.
Key Topics Discussed:
- How to build an effective internal SEO team
- How long it takes to see results in increased site traffic
- How to create a community for customers
Listen on Apple Podcasts | Google Podcasts | Spotify | Stitcher
Links Mentioned:
Guest, Paul Cowan, CMO of FreshBooks
Host, Espree Devora
https://twitter.com/espreedevora
https://www.linkedin.com/in/espree
Marketing Scoop Podcast by SEMrush is a WeAreTech.fm production.
Credits:
Produced by SEMrush and WeAreTech.fm * Hosted by Espree Devora* Story produced, Edited and Mastered by Adam Carroll * Editing by Stan Rosario * Team Support by Janice Geronimo * music by Epidemic Sound
Neha Bansal, Product Manager at Google. How to increase engagement over 56% by becoming a Google Analytics power user: Marketing Scoop Podcast by SEMrush
Today we are spotlighting Neha Bansal, Product Manager at Google. She leads the Google Analytics Intelligence team that focuses on identifying 'insights' from GA data. Once identified, they share insights with their users in a simple, natural language using Google's unparalleled Machine Learning and NLP technologies. She discusses how to become a Google Analytics power user and to increase engagement to over 56%.
Key Topics Discussed:
- The secret to super-boost your results by using App+Web
- How to increase engagement by becoming a Google Analytic power user
- How to become a power user through Google Analytics Academy;
Listen on Apple Podcasts | Google Podcasts | Spotify | Stitcher
Links:
- Google Analytics: https://analytics.google.com/analytics/web/
- Gamezop: https://www.gamezop.com/
- Google Analytcs Academy: https://analytics.google.com/analytics/academy/
- App+Web: https://developers.google.com/analytics/devguides/collection/app-web/tag-guide
Guest, Neha Bansal, Product Manager at Google
https://www.linkedin.com/in/neha-bansal-9b36b525/
Host, Espree Devora
https://twitter.com/espreedevora
https://www.linkedin.com/in/espree
Marketing Scoop Podcast by SEMrush is a WeAreTech.fm production.
Credits:
Produced by SEMrush and WeAreTech.fm * Hosted by Espree Devora* Story produced, Edited and Mastered by Adam Carroll * Editing by Stan Rosario * Team Support by Janice Geronimo * music by Epidemic Sound
Jacob Pace, CEO of Flighthouse on how to build your brand using TikTok: Marketing Scoop Podcast by SEMrush
Today we are spotlighting Jacob Pace, CEO of Flighthouse. Flighthouse is the largest media brand on TikTok with more than 23 million followers, generating over one billion views per month. They specialize in teen-friendly programming, like clever memes created in collaboration with chart-toppers such as Billie Eilish and Ariana Grande. Jacob shares how to grow the largest media company on TikTok, what kind of content works best for TikTok, how brands can stay authentic on this platform, and much more.
Key Topics Discussed:
- How to use TikTok for brands
- How to incorporate music into your TikTok videos as a marketing strategy
- How to use micro-influencers under $10K to make TikToks go viral
- How a Knife brand uses TikTok to attract a new audience
- What time to air TikToks
Listen on Apple Podcasts | Google Podcasts | Spotify | Stitcher
Links:
Guest, Jacob Pace, CEO of Flighthouse
Host, Espree Devora
https://twitter.com/espreedevora
https://www.linkedin.com/in/espree
Marketing Scoop Podcast by SEMrush is a WeAreTech.fm production.
Credits:
Produced by SEMrush and WeAreTech.fm * Hosted by Espree Devora* Story produced, Edited and Mastered by Adam Carroll * Editing by Stan Rosario * Team Support by Janice Geronimo * music by Epidemic Sound
Nat Eliason, CEO and Founder of Growth Machine on how to gain quality site traffic fast: Marketing Scoop Podcast by SEMrush
Today we are spotlighting Nat Eliason, CEO and Founder of Growth Machine. Each month, 2,000,000+ people read content created by Growth Machine for brands like QuickBooks, Yummly, Kettle & Fire, Fullstack Academy, Spire, ButcherBox, Fomo, and more. Nat shares valuable tips on how to gain quality site traffic fast and to organically grow a blog to 150k visitors a month in just 8 months' time.
Key Topics Discussed:
- How to increase site traffic by reducing site pages
- How to outcompete the best online content
- How to get to 150,000 monthly site visits in just 8 months on a brand new blog
- How to turn a blog into a profitable offline business
- How to create content funnels that convert to sales
Listen on Apple Podcasts | Google Podcasts | Spotify | Stitcher
Links:
- High traffic blog turned successful offline tea shop: https://www.cupandleaf.com/
- Content Agency: https://www.growthmachine.com/
Guest, Nat Eliason, CEO and Founder of Growth Machine
https://www.linkedin.com/in/nateliason/
https://twitter.com/nateliason
https://www.growthmachine.com/
Host, Espree Devora
https://twitter.com/espreedevora
https://www.linkedin.com/in/espree
Marketing Scoop Podcast by SEMrush is a WeAreTech.fm production.
SEMrush:
Credits:
Produced by SEMrush and WeAreTech.fm * Hosted by Espree Devora* Story produced, Edited and Mastered by Adam Carroll * Editing by Stan Rosario * Team Support by Janice Geronimo * music by Epidemic Sound
Iman Gadzhi, Founder of IAG Media & Grow Your Agency on How to productize the education behind the company and grow revenue to over $800k: Marketing Scoop Podcast by SEMrush
Today we are spotlighting Iman Gadzhi, Founder of IAG Media & Grow Your Agency. He has guided his clients to increase revenue to close to a million dollars with little additional overhead. His company helps coaches and e-commerce businesses scale to seven and eight figures through paid traffic and sales funnels. He discusses how to build an educational component within any type of brand to increase revenue and improve customer retention.
Key Topics Discussed:
- How to increase the lifetime value of a customer without increasing overhead
- How to utilize education to increase revenue
- How to maximize branded Facebook groups for your customers and community
- A case study on how he guided a company to create an educational product within their brand that in under 8 months increased revenue to over $800,000 dollars.
Listen on Apple Podcasts | Google Podcasts | Spotify | Stitcher
Guest, Iman Gadzhi, Founder of IAG Media & Grow Your Agency
https://www.linkedin.com/in/iman-gadzhi/
https://www.instagram.com/imangadzhi/
https://www.youtube.com/channel/UCQ4FNww3XoNgqIlkBqEAVCg
Marketing Scoop Podcast by SEMrush is a WeAreTech.fm production.
Host, Espree Devora
https://twitter.com/espreedevora
https://www.linkedin.com/in/espree
Credits:
Produced by SEMrush and WeAreTech.fm * Hosted by Espree Devora* Story produced, Edited and Mastered by Adam Carroll * Shownotes by Karl Marty * Team Support by Janice Geronimo * music by Epidemic Sound
Amisha Gandhi VP, Marketing & Communications. Founder of the SAP Global Influencer Program on ROI Driven Influencer Marketing: Marketing Scoop Podcast by SEMrush
Today we are spotlighting Amisha Gandhi VP, Marketing & Communications and Founder of the SAP Global Influencer Program. She leads the global PR, AR, Influencer Marketing and Advocacy teams. Previously with SAP, she created the Global Influencer Marketing program and took it from pilot to a full-scale global function across SAP - with the purpose of driving influencer marketing across the entire customer journey from awareness to demand-gen to advocacy. She discusses how to have effective influencer marketing across an entire customer journey.
Key Topics Discussed:
- How to find and attract influencers excited about your brand
- What the marketing budgets should be for effective influencer marketing
- A case study on how she grew a new branded podcast to 16,000 listeners in just 4 months through influencer marketing.
Listen on Apple Podcasts | Google Podcasts | Spotify | Stitcher
Guest, Amisha Gandhi of SAP
https://www.linkedin.com/in/amishagandhi/
Marketing Scoop Podcast by SEMrush is a WeAreTech.fm production.
Host, Espree Devora
https://twitter.com/espreedevora
https://www.linkedin.com/in/espree
Credits:
Produced by SEMrush and WeAreTech.fm * Hosted by Espree Devora* Story produced, Edited and Mastered by Adam Carroll * Shownotes by Karl Marty * Team Support by Janice Geronimo * music by Epidemic Sound
Tania Mushtaq, Head of Marketing of Dell Boomi Asia Pacific and Japan, on How to Produce a Customer-Centric Event to Evangelize Your Brand: Marketing Scoop Podcast by SEMrush
Today we are spotlighting Tania Mushtaq of Dell Boomi. The intelligent, flexible, and scalable Boomi platform unites your digital ecosystem to accelerate business outcomes. She discussed the core principles of producing a meaningful event for your brand that leads to higher customer retention and referrals. “Marketing is B to Me”.
Key Principles:
- Right Content.
- Right People to deliver that content.
- Right Place. The location needs to be accessible.
- Set Expectations. Do not over promise and underdeliver.
Apple Podcasts | Google Podcasts | Spotify | Stitcher
Host, Espree Devora
https://twitter.com/espreedevora
https://www.linkedin.com/in/espree
Guest, Tania Mushtaq of Dell Boomi
https://www.linkedin.com/in/tania-mushtaq-63b11026
Credits:
Produced by SEMrush and WeAreTech.fm * Hosted by Espree Devora* Story produced, Edited and Mastered by Adam Carroll * Shownotes by Karl Marty * Team Support by Janice Geronimo * music by Epidemic Sound
Marketing Scoop by SEMrush: Eric Carlson
Today we are spotlighting Eric Carlson of Sweat Pants Agency talking about doubling conversions in 34 days for the purveyors of role-playing murder-mystery games (Hunt a Killer) by using Facebook’s campaign budget optimization and adding steps to marketing.
Sweat Pants Agency helps subscription businesses rapidly grow through paid acquisition, CRO, and copy. They manage individual and brand accounts in excess of $1m / mo in profitable spend, including companies that started at $0 ad spend. Eric is also the Co-Founder of 10XFactory, an exclusive entrepreneurship community with 1,000+ members worldwide.
Listen on Apple Podcasts | Google Podcasts | Spotify | Stitcher
Guest, Eric Carlson of Sweat Pants Agency
https://www.linkedin.com/in/ecarls1/
Host, Espree Devora
https://twitter.com/espreedevora
https://www.linkedin.com/in/espree
Links Mentioned:
- Sweat Pants Agency, http://www.sweatpantsagency.com/
- 10X Factory, https://www.10xfactory.com/
- SEMrush, https://www.semrush.com/
- Hunt A Killer, https://www.huntakiller.com/
- Hunt A Killer Case Study, https://www.facebook.com/business/success/hunt-a-killer?
People Mentioned:
- Ryan Hogan, https://www.linkedin.com/in/ryanehogan/
Credits:
Produced by SEMrush and WeAreTech.fm * Hosted by Espree Devora* Story produced, Edited and Mastered by Adam Carroll * Shownotes by Karl Marty * Team Support by Janice Geronimo * music by Epidemic Sound
Welcome to Marketing Scoop Podcast by SEMrush!
Today we are spotlighting Terry Rice - Digital Marketing Expert-in-Residence at Entrepreneur. His experience includes consulting roles at both Adobe and Facebook. In addition to working with established companies, he serves as a startup mentor at organizations including Techstars and the NYU Entrepreneurial Institute.
Facebook & Instagram are great to find qualified leads, but the ads' performance depends on whether or not you have a winning strategy. Terry will run us through the best practices on how to increase conversions and efficiency from your Facebook and Instagram ads.
Listen on Apple Podcasts | Spotify | Google Podcasts | Stitcher
Guest, Terry Rice of Entrepreneur
https://twitter.com/itsterryrice
https://www.linkedin.com/in/terry-rice/
Host, Espree Devora
https://twitter.com/espreedevora
https://www.linkedin.com/in/espree
Links Mentioned:
Terry Rice Website, https://www.terryrice.co/
Entrepreneur, https://www.entrepreneur.com/
SEMrush, https://www.semrush.com/
Google Optimize, https://optimize.google.com/optimize/home/
Facebook Insights, https://web.facebook.com/business/insights/tools/audience-insights
Dollar Shave Club, https://www.dollarshaveclub.com/
BEAR Powerfood, https://www.bearpowerfoods.com/
Credits:
Produced by SEMrush and WeAreTech.fm * Hosted by Espree Devora* Story produced, Edited and Mastered by Adam Carroll * Shownotes by Karl Marty * Team Support by Janice Geronimo * music by Epidemic Sound
Your corporation's logo is not your brand, neither is the cool colour palette on your ads or the pretty icons on your website. Your brand is the sum total of how your services, products, and marketing leave an impression on your customers. Today, there are many brands, but very few have built a genuine community of advocates and evangelists.
In this presentation by Tim Salau, Mr. Future of Work and The We Company's Global Evangelist, learn more about how marketers can build loyal Brand Communities by leveraging the PIE principle: Purpose, Influence, and Experiences.
Watch the video here.
Whether you are in B2B or B2C, 55% of marketers plan to spend more on influencer marketing in the coming year. Just because everyone is getting into influencer marketing doesn't mean everyone is doing it successfully or for the right reasons. There are a lot of moving parts when it comes to developing, executing, and tracking an influencer marketing campaign.
In this episode, you will understand how to go from experimenting with influencer marketing to scaling a measurable, data-driven strategy. You'll learn how influencer marketing impacts the customer journey, how to structure this emerging practice so you can articulate ROI, optimize your programs and the true power of influence as a part of the strategic mix in the world of modern marketing.
In the ninth episode of this Special Edition Podcast, Amisha Gandhi, VP, Influencer Marketing & Communications at SAP discusses why you need to use influence outside of Social Media.
Watch the live recording here.
Technology is changing around us at an unprecedented rate. As marketers, it can feel almost impossible to keep up with every new social network and digital trend. But one piece of the technology equation isn't changing at all - us. Our brains haven't changed substantially in a few hundred thousands years. In this talk, we'll delve into foundational premises from the field of psychology to understand why people act differently in various online environments, ultimately equipping us to improve our channel strategies, create better engagement, and build better brands.
In this episode, Joe Federer, Former Head of Strategy at Reddit, Author and Social Marketing Strategist will talk about why people act differently in various online environments, through his presentation: “The Hidden Psychology of Social Networks".
Check out the full discussion here.
One of the biggest traps that marketing teams can fall into is thinking that the volume of content we put out into the world, or the number of initiatives we spearhead, is equivalent to the results we drive for our company. Real results are quantifiable on a business’ bottom line – not just at the channel level or through vanity metrics. Marketing teams need to shift from Mad Men to Mad Scientists – prioritizing impact by focusing on hypotheses and experimentation.
Crunchbase's Head of Marketing & Growth, Shanee Ben-Zur will deep dive into how to go from campaigns to experiments: building a more metrics-driven marketing department.
See it in studio here.
Customers can engage with brands in more places than ever before, thanks to conversational AI. Now with the roll-out of tools like Siri, Alexa, Google Assistant, Cortana, voice skills and actions, and chatbots galore, they expect to access brands when they want to, where they want to.
Conversational AI is disrupting how consumers engage with not only brands but with technology to discover information and through voice commerce. How can your business prepare? What are the key trends you need to know about?
Join Microsoft's Search Evangelist, Christi Olson, as she walks through the results from Microsoft's 2019 Consumer Adoption of Voice Technology and Digital Assistants Report to help you prepare your marketing strategies today for the conversational future.
Watch the studio recording here.
There is a fundamental – and critical – disconnect between the way businesses try to engage their audience and the way their audience wants to be engaged. In order to make a more genuine connection, we need to do a better job of listening to our audience and presenting content that resonates with them. If you're leveraging the same tactics from 2018 that you did in 2019, you're in trouble. And things aren't looking any better for 2020 either.
Terry Rice, Marketing Expert-in-Residence & Contributor from the Entrepreneur Magazine explores this disconnect and provides listeners with tactics in his presentation: "Content: How Storytelling Drives the Purchase Process".
Check out in studio here.
Martech - huge and unbelievably fragmented industry. How we got here and what forces will shape the market? Join if you want to learn more about current Marketing Stacks and what problems tech will solve for marketers in the future.
The fourth episode of our Special Edition is a lively discussion between Eugene Levin, Chief Strategy Officer at SEMrush, Dave Gerhardt, VP of Marketing at Drift, and Seth Besmertnik, CEO at Conductor.
See it in the studio here.
Today, many companies believe that customers will "trust" their brands. "Trust" is a very loaded and emotional word. Progressive brands understand how to build equity with specific great experiences and "trust" is not about the brand, but sharing those great brand experiences with whom customers really trust - each other.
In the third episode of this Special Edition, we are joined by Ken Madrigal, Digital & Social Strategy Lead at Verizon as he discusses The Trust Exchange between Brands, Social and Customers.
Check it out from the studio here.
A great piece of content requires a great deal of time and resource, but those investments don't always guarantee cross-platform success. So how can you make the most out of your content, while still staying true to your brand and the platform it's sitting on?
In the second episode of this Special Edition, Cristy Garratt, Head of Digital Video & Social Media at CNBC walks through how you can give one piece of work new life on the major social platforms.
Check out the full conversation here.
Content marketing is the best way to attract eyeballs of the global digital population of just over 4 billion. But while 91% of the B2B marketers use content marketing to reach their audience, a majority of them do not know how to produce engaging content, and they admit it. This results in content cacophony – a deafening noise of random words thrown together that neither create a connection nor evoke emotion. So, what is the actual science behind effectively cutting through this noise and creating truly engaging content?
In the first episode of this Special Edition, we are joined by Tania Mushtaq, Head of Marketing, Asia Pacific and Japan at Dell Boomi as she discusses The Seven Cs of Smart Content You Can’t Ignore.
Check out the full discussion here.
Our Special Edition Podcast is brought to you by Global Marketing Day - the world’s first 24-hour online marketing conference streamed continuously for 24 hours from studios on 3 continents. Enjoy 10 selected presentations by speakers from SAP, WeWork, Reddit, CNBC, The Entrepreneur, Verizon, Microsoft, and many more and get unlimited number of marketing insights from the most established in-house marketers in the industry! Stay tuned for the new season of Marketing Scoop 2020!
Do you run a blog that covers the topic of marketing? Have you struggled to gain traction and drive hundreds or thousands of regular readers? If so, you need to listen to this episode of Marketing Scoop!
Joining us for the final episode of season 2 is Ian Cleary, Founder of marketing services firm RazorSocial, and the popular RazorSocial blog.
Ian is a marketer with a very strong technology background and an ability to apply his technical skills to marketing projects to ensure there is improved ROI in terms of more effective delivery of projects, more leads and more sales.
Some of Ian’s recent achievements include:
Here’s what we discussed:
1:00 We introduce today’s guest – Ian Cleary
2:00 Ian explains why he does hand stands!
3:00 Did Ian always have goals to have his RazorSocial blog recognised as one of the best in the industry?
4:20 How did Ian start off making his blog popular?
7:30 How did Ian select his content to begin with?
8:30 Why did influencers want Ian to write for them – is it because of the length of his posts?
10:00 Why does longer form content work better for Ian?
11:00 How does Ian go about researching content for his new posts?
13:10 What tens to be Ian’s biggest source of traffic to his blog at the moment?
14:00 Would Ian ever pull back from blogging completely and just focus on client work?
13:50 Why doesn’t Ian have blog comments anymore?
17:50 What would Ian’s advice be for someone starting a marketing blog at the moment?
20:00 Is it still possible to launch a blog with many other blogs in the same industry and still manage to make your blog different?
22:00 Do you have to be publishing for a certain period of time before you can expect success?
24:10 Ian’s actionable tip
24:55 Is there any specific email marketing software that Ian recommends?
Find out more about the Marketing Scoop podcast here: https://www.semrush.com/podcast/
Have you ever had your organic search rankings plummet just as a new algorithm update is rolling out? How do you identify that the algorithm update caused the ranking fall and how do you pinpoint what needs to be done to recover?
Those are the topics that we explore on season 2, episode 34 of Marketing Scoop.
Joining us for this episode are:
Marie Haynes – a lady who’s completely obsessed with understanding Google’s algorithm changes such as Google’s Core Quality algorithms, the Penguin algorithm and the Panda algorithm as well as Google Penalties. For years now she’s been helping businesses learn how to improve their Google presence in ways that comply with Google’s Guidelines.
Bill Hunt - the President of Back Azimuth Consulting, which focuses on helping companies understand the Voice of their Customer by via their cloud-based keyword data mining and management platform, which aggregates keyword data into a single web-based application, enabling marketers to quickly identify actionable insights.
Here's what we chat about:
1:00 Introducing our guests – Marie Haynes and Bill Hunt
2:00 What is a Google penalty? Is it just a manual action?
4:00 Are algorithmic ranking actions also penalties?
6:00 How does Bill deal with ranking losses?
10:30 What do we have to do and in what order to establish what impacted our site’s rankings?
12:00 How does Bill improve the authority of his website?
15:00 Does Marie have any workflows that she works to, to diagnose problems?
19:00 What are the metrics that Marie uses to measure authority?
21:00 Does Bill agree with Marie on how to measure authority?
25:00 What recovery process does Marie advise?
29:00 What is Bill’s recovery process?
31:30 What’s by far the best way to get a manual action removed?
32:00 Bill’s actionable tip
32:45 Marie’s actionable tip
Check out the audio podcast here: https://www.semrush.com/podcast/
What works best for email marketing now, and how can email be integrated as part of a content marketing campaign? That’s what we look at in series 2, episode 33 of Marketing Scoop.
Have you been thinking that email marketing isn’t as effective as it used to be? Maybe you’ve come to embrace Messenger marketing and you’ve left email behind? Here we explore how email should integrate with other forms of marketing, whether it’s still just as important now and what best in email marketing in 2019.
Joining us for this episode are:
Chad White – author of Email Marketing Rules: Checklists, Frameworks, and 150 Best Practices for Business Success and Head of Research at Oracle Marketing Cloud Consulting.
Jill Fanslau – Content Marketing Manager at AWeber, the email marketing software company that helps ambitious small businesses and entrepreneurs drive real results with powerful, targeted email automation.
Here’s what we cover:
1:00 Introducing our guests, Chad White & Jill Fanslau.
1:50 How much has email marketing changed since Chad published the first edition of his book?
4:00 What’s Jill’s perspective on how email marketing has changed over the past few years?
6:00 What are some other areas that Chad think have changed?
7:20 Does sophisticated email marketing still mean difficult email marketing?
8:20 What is the impact that GDPR has had on email marketing?
12:25 Is it ever a good idea to buy lists?
14:30 What are some tips for list building?
17:30 Why is writing subject lines the most misunderstood area of email marketing?
20:30 What other marketing channels work most effectively in conjunction with email marketing?
23:50 Can you do both Messenger marketing and email marketing at the same time or might Messenger marketing replace email marketing in the future?
26:00 Is email marketing middle-aged and not sexy any more?
27:00 Thanks to Katie Joy B!
27:50 Chad’s actionable tip
28:50 Jill’s actionable tip
Find out more about the audio podcast here:https://www.semrush.com/podcast/
Have you ever tried to market offline products and services from digital ads? That’s precisely what we’re going to be discussing in this episode of Marketing Scoop – specifically how to market offline events, holidays real estate and retail outlets using digital advertising. Are there any special techniques that make this sort of advertising different from asking consumers to make an online purchase? Find out on this episode of Marketing Scoop.
Joining us for this episode are:
Jon Rognerud - Since 2006 Jon’s been building marketing and sales funnel strategies via paid and organic media. He executes aggressively to scale businesses fast. You can find Jon over at ChaosMap.com.
Joel Bondorowsky – Joel serves as the SEMrush Academy PPC professor as well as a founder of PPCDesigns.com, a new boutique agency providing tailor-made marketing solutions for large, mass market activities.
Here’s what we discuss:
1:00 An introduction to both of our guests
2:00 What are some of the main differences between marketing a product where the transaction takes place online, and marketing a product where the transaction takes place offline?
4:20 In Jon’s example, is there a lag between the audience viewing an ad online and then completing a transaction offline?
5:30 Is it easier to sell higher ticket items offline?
7:30 How does Google get this data? Does it come from mobile phones and people’s locations?
8:20 How does Facebook support offline data tracking?
9:50 Are there any brands doing a really good job of tracking their visitors offline at the moment?
12:20 Is there an industry that is doing a really good job of tracking their visitors offline at the moment?
14:30 What other digital advertising networks apart from Google Ads allow you to upload offline conversion manually?
15:00 What are the key challenges associated with this type of marketing and how can we overcome them?
16:30 What tools does Jon use to track offline consumer actions?
18:00 Traditional digital tracking methods vs newer forms of tracking
19:30 Do our guests see this type of marketing changing over the next few years?
21:00 David shares a listener’s review
21:50 Joel’s actionable tip
22:20 Jon shares his actionable tip
Find out more about the podcast here: https://www.semrush.com/podcast/
We all know that there are so many things that you can be doing as a digital marketer, so you’ve got to prioritize your time and focus on the areas that you think will result in the biggest return on investment. That often means that spending time on doing things such as optimizing your local listings often gets left behind. But is that a mistake? What is the true value of ensuring that your local listings are fully optimized?
Joining David and Judith for episode 2.31 of Marketing Scoop to discuss the ROI of optimizing your local listings is Duane Forrester, VP of Industry Insights with Yext.
Duane has 20 years of direct search and digital marketing experience, including content development, planning ad campaigns, managing ad buys, running e-mail and social media programs and more. He also has content planning and creation experience and is an author of two business books about digital marketing and conversion optimization, published by McGraw-Hill.
Here’s what we chatted about:
1:00 Introducing our guest, Duane Forrester
2:00 What are some initial lessons that Duane can share on managing your local listings?
9:45 What are the most important aspects of local listings that a business should be focusing on now?
16:00 Is Dues saying that local listings alone aren’t enough and that to be truly successful in this area you have to blend the local listing with Schema and experimental marketing?
17:15 Do you have to involve in-person marketing as part of the local marketing mix?
18:00 How do you persuade a CMO to prioritise local listings over another project?
25:00 What are some of the most important consumer actions on local listings that a business should be tracking?
30:00 David reads out a listener’s podcast review
31:00 What is Duane’s actionable tip?
Remember to subscribe to the audio podcast here: https://www.semrush.com/podcast/
Have you ever wondered how big brands do their content marketing? On episode 2.30 of Marketing Scoop we explore how Uber and Search Engine Journal select and run their long-term content marketing campaigns, specifically focusing on Uber’s “Safety and Access” campaign alongside Search Engine Journal’s podcast launch, and how they integrated their podcast into their live events.
Joining us for this one are:
Luis Rodriguez – a gentleman who is a highly versatile SEO and digital marketing expert as well as being Web and SEO Lead for Uber in Latin America
Kelsey Jones – a lady who loves great ideas and helping brands reach their potential. She’s the founder and chief marketing strategist of Six Stories, a Kansas City-based digital marketing consultancy, and StoryShout, the first and only news content marketing agency.
Here’s what we talked about:
0:40 Guest intros
1:10 Luis Rodriguez explains the background behind Uber’s “Safety and Access” campaign
3:00 Is Luis looking at paid promotion to expand the impact of his content marketing efforts?
3:50 How does Luis measure the financial value of his content marketing campaigns?
5:00 Kelsey Jones summarises the content marketing success that she achieved through launching the Search Engine Journal podcast
6:30 Was one of Kelsey’s key objectives of the podcast to try to get listeners to attend more offline events?
6:50 How do you measure the success of a podcast?
10:00 Introducing ContentMarathon.com
10:40 What is Kelsey’s process to select future episode titles?
12:30 What lessons can listeners learn from Luis’ content marketing campaign?
15:20 Is there any mistake that Luis made with his content marketing campaign that he would change in a future campaign?
16:00 What learnings did Kelsey take from past podcast episodes?
17:30 Are there any specific up-and-coming platforms that Kelsey intends to try for future content marketing campaigns?
19:35 How does Luis get past internal blockers to ensure that his campaigns happen?
21:15 Kelsey’s actionable tip
22:00 Luis’ actionable tip
Have you always thought that SEO and CRO were 2 separate worlds, where these 2 separate disciplines sat next to each other but didn’t work together? Perhaps you’ve always thought that improving your CRO didn’t have any impact on your SEO? If so, are you *sure* that is the case?
On this episode of Marketing Scoop we’re exploring how SEOs and CROs can work more constructively together, and how this increased collaboration may benefit both of the roles.
Joining us for this one are:
Tim Stewart – a man who works for SiteSpect Inc as a Web Optimisation Consultant for their UK operation, alongside existing contract and project work for his own business optimization consultancy trsdigital.com.
Alina Ghost – a lady who is an SEO Manager at Amara as well as host of the podcast “SEO with Mrs Ghost” which can be found over at aghost.co.uk.
Both Tim and Alina can be found speaking at and attending Digital Elite Day (https://digitaleliteday.co.uk/).
Here’s what we covered:
0:45 Introducing the 1st guest – Tim Stewart
1:10 Introducing the 2nd guest – Alina Ghost
1:30 How closely does Alina work with CROs?
2:30 How closely does Tim work with SEOs?
4:00 What queries does Alina get asked to solve by CROs?
5:20 How does Judith work with Tim to combine the benefits of SEO and CRO?
7:00 Do CROs sometimes research search intent by themselves?
9:10 When Time doesn’t have an SEO to play with, how much does he rely on the UX team?
12:00 David thanks a listener for leaving an Apple Podcasts review
12:30 What would Alina say is the key crossover area between SEO and CRO?
13:30 Has Alina seen user signals have a measurable impact on search results?
14:50 What does Alina do when she brings in traffic and there’s no CRO to work with?
16:00 What are the first steps that Alina takes when there is no CRO?
17:30 What does Tim see as the future for SEO and CRO working together?
21:30 What does Alina see as the future for SEO and CRO working together?
24:40 What is Tim’s actionable tip?
27:00 What is Alina’s actionable tip?
Subscribe to our audio podcast here: https://www.semrush.com/podcast/
Facebook Advertising seems to be a strange beast, with some people seemingly getting exceptional results, and others just not managing to drive any serious traction. But why is this and what’s working best with Facebook Advertising now?
Joining us for this episode are 2 of the world’s leading Facebook marketers…
Here’s what we cover:
1:00 Introducing Gavin Bell and Dennis Yu 3:00 What tends to be the difference between success and failure with Facebook Advertising for Gavin? 5:00 How difficult is it to measure the ROI of Facebook Advertising? 7:30 What tends to be the difference between success and failure with Facebook Advertising for Dennis? 10:00 Should you be including personal videos as part of your advertising funnel on Facebook? 13:00 What is Dennis’ 3x3 Facebook Advertising concept? 17:00 What do you do for clients who aren’t willing to appear in front of the camera? 19:30 How many Facebook targeting options have disappeared since the Cambridge Analytics scandal and what does this mean regarding advertising on Facebook now? 23:00 What metrics are most important when you’re trying to engage people for the first time? 25:00 What kinds of calls-to-action are you using? 27:00 What are ‘dark posts’ and are there any negatives to serving dark posts? 28:00 Should you not be trying to do a better job of selecting the videos that you produce before you publish, so that you’re only publishing your best videos? 32:00 Why don’t longer videos work as well? 33:30 Dennis’ actionable tip 35:00 Gavin’s actionable tip
Remember to catch all the previous episodes of Marketing scoop here: https://www.semrush.com/podcast/
Have you ever wondered what it takes to produce a campaign so good that it wins a UK Search Award?
That’s exactly what Clean Digital did for their client BrewDog and on this episode we explore how their paid search and social campaign won the “Best Use of Search - FMCG and Best Integrated Campaign” award. We also explore how Latitude (now Jellyfish) won "Best Use of Content Marketing" at the UK Search Awards with Project Carrot, their creative content marketing & link building campaign.
Joining us for this episode of The Scoop are 2 great guests:
Here’s what we covered:
0:30 Introducing the first guest, Rod Richmond
1:00 Introducing the second guest, Edward Turner
2:30 What did Edward’s award entry look like?
4:10 How did Edward go about seeding the initial links for his campaign? Did he build relationships with bloggers prior to the content launch?
5:00 What did Rod’s campaign involve?
8:20 What about Rod’s campaign made it award-winning?
9:50 There were over 9000 different Google Ads and over 3000 different Facebook Ads used as part of this campaign. Why so much creative?
12:30 Did Ed think that his campaign was going to be award-worthy as he was coming up with the concept?
14:40 How nervous was Ed that his client would embrace his content suggestion?
16:00 Did Ed or his client set the campaign KPIS?
17:30 What about Rod – did Rod or his client set his campaign KPIs?
18:50 Is there anything that Rod would have done differently, looking back on it, to make his campaign even more appealing to win an award?
20:20 What was the difference between Rod’s Google and Facebook calls-to-action?
22:00 Did Google or Facebook drive the best CPA for Rod?
22:30 How would Ed improve his campaign for next time?
24:00 Did Ed do any advertising for his campaign or was it purely organic and outreach?
26:20 What are the commonalities between award entries that win awards for both Ed and Rod?
29:00 Rod’s actionable takeaway
Listen to all the previous show episodes here: https://www.semrush.com/podcast/
How do you decide what content to be writing about and how do you transform a chosen topic into the type of content that is likely to resonate with your target audience?
On this episode of the Scoop we dive into best practice for content marketing research, including looking at the tools to use, how to use the tools and then how to select between the different topic options before deciding on how best to provide the most impactful content on that topic to your user-base.
Joining us for this episode of The Scoop are 2 great guests:
Here’s what we cover in this episode:
00:00 Introducing our guests, Casie & Colin
1:00 How do you go about researching the content you intend to publish?
4:00 What’s more important, to select topics based on keyword volume, or relevance to your audience?
6:00 Does Casie ever look at “People also ask” for topic suggestions?
8:00 How far in advance does Colin plan his content?
9:30 How does Colin go about deciding on the type of content to publish?
12:30 Does Colin look at keyword volumes or is delivering content that resonates with his audience more important?
13:15 How does Colin decide on what content type to publish?
16:00 If you work for clients, does your process change compared with when you’re producing the content for yourself?
19:00 How does Colin make his content a success?
21:50 Does Colin have a launch strategy for his pillar content?
23:00 Does Casie struggle with getting much traffic from social media and how does she promote her e-cooks?
28:00 Colin’s actionable tip
29:10 Casie’s actionable tip
Catch up with all the previous episodes here: https://www.semrush.com/podcast/
Are you planning to migrate your website to a different platform, location or domain over the coming months? If so, how confident are you that the move won’t result in any negative impact such as traffic or revenue loss?
Whether you’re intending on moving from http to https #SEO, changing CMS systems, moving servers or changing your site’s domain, all of these tasks are fraught with difficulty – and it can be especially challenging because most other people in the business aren’t even aware of the negative impact that can occur.
Joining us for this episode of The Scoop are 2 great guests:
Here's what we discussed:
0:00 Introducing the guests
2:00 We've all hear some horror stories in relation to switching from HTTP to HTTPS - what can be done to mitigate these potential issues?
3:00 What kind of signals does dawn track during a site migration?
6:00 What is Felipe’s opinion of how a HTTP to HTTPS change might impact rankings?
7:00 What’s a major site migration in Felipe’s mind?
8:40 If you’re changing a domain, is that the right time to make other major site architecture changes too?
11:00 Would Dawn recommend to use m. to host a mobile version of a site?
12:00 What about if a site is currently very successful, but uses a m. subdomain for their mobile site – would Dawn recommend changing this?
12:50 How has mobile-first indexing impacted these sorts of decisions?
14:00 If you’re culling content, how do you decide what content to get rid of and where to redirect old URLs?
18:00 What are some challenges with moving platforms or integrating different CMS platforms?
23:00 Where should you focus your attention if you have to move your domains really quickly, possibly because of a legal dispute?
26:00 Dawn’s actionable tip
27:00 Felipe’s actionable tip
Subscribe to the #MarketingScoop audio podcast here:https://www.semrush.com/podcast/
Have you ever wondered how to apply a customer-centric approach to your advertising? Many digital marketers are guilty of thinking that customer centricity is owned by the CRM team – and that customer centricity is only possible after someone has bought something from you. Not so! On this episode of the scoop we explore why customer centricity should be an important part of paid advertising and what this practically means to your role.
Joining us for this episode are 2 great guests…
Here’s what we discuss in today’s episode:
00:40 Introducing Amy
00:55 Introducing Navah
1:20 How does customer centricity and paid advertising work together?
3:00 Where does Navah get her data from?
3:50 How would Amy say that customer centricity weaves together with paid advertising?
7:00 How big is ‘nurturing’ a part of applying a customer-centric approach to paid advertising?
9:40 What kind of technologies should businesses be using to put this approach into action?
11:20 How manual is the process and how much can be automated?
14:00 How would Navah define personas?
16:00 How important is gender in establishing personas?
17:00 How does retargeting fit into this cycle?
19:30 What kind of soft skills do advertisers need to learn?
23:00 Do businesses with just the one product or service still need to have multiple personas?
25:30 Amy’s actionable tip
26:00 Navah’s actionable tip
Catch up with all the previous episodes and subscribe to the podcast for free here: https://www.semrush.com/podcast/
In this week’s episode of Marketing Scoop, we look at 2 of the most successful Infographics produced by the marketing industry for the marketing industry. We look at how to come up with creative ideas for major content pieces; how to produce powerful, evergreen content pieces that are infographic-led and the value that you might hope to get out of such content.
Joining us are 2 great guests…
Here’s what we chat about in our discussion:
1:00 Guest intros
2:40 How did Scott Brinker originally come up with his infographic?
4:20 With around 6800 marketing technology vendors currently on Scott’s infographic, how can he possible keep thigs up to date?
5:10 How did Jeff’s infographic come to be?
7:30 What outcome did Jeff wanted to achieve from his infographic?
10:10 Why does Scott keep publishing a new version of his infographic every year?
12:00 What kind of investment in Scott making in this?
13:00 What kind of measurable result is Scott getting out of this?
14:20 Did raising the value of Scott’s personal brand impact his long-term success?
15:00 What kind of business value did Jeff get out of his infographic?
17:15 Was everything that Jess achieved as a result of publishing the infographic planned?
19:00 Did Jeff do much paid promotion?
21:00 What was Jeff’s promotion strategy?
22:00 If Scott was going to try and start the same thing again today, would he do it the same way?
22:40 How would Scott and Jeff advise content marketers if they would like to replicate the same success that they’ve had with infographics?
25:40 How often does Jeff try to update his infographic?
26:50 Would it be a good idea for a marketer to try to replicate this activity if they only have a limited amount of time?
29:50 What’s Jeff’s actionable tip?
30:20 Scott’s actionable tip
Here's where you subscribe to the podcast: https://www.semrush.com/podcast/
What is the most efficient and effective content marketing framework and how does it help you to drive large volumes of organic traffic without a bid budget? Today’s episode looks at why having a scientific approach to your content marketing campaigns is likely to be beneficial to your organic success.
Joining us are 2 great guests…
Here’s what we discuss on this episode…
0:30 Guest introductions
1:30 Does Nadya have a standard content production formula?
2:50 Does Nadya use Domain Authority as an important content marketing success metric?
5:05 Does Nadya also target answer boxes in the Google SERP?
6:00 Does Dan also incorporate domain authority into his content marketing approach? What content marketing framework does Dan use?
9:00 How might Dan change his content marketing strategies if the costs of operating on Facebook gets prohibitively high?
10:00 Does content marketing on LinkedIn work for any type of business or is it best for certain types of businesses?
11:20 What is Nadya’s LinkedIn content marketing strategy?
13:00 Is it a good strategy to focus all of your time and effort on just the one social network?
15:00 What other metrics does Nadya use to measure the success of her content marketing activities?
17:20 Have you seen correlations between content engagement levels and rankings?
20:00 On social media, what metrics does Dan use to indicate to determine whether a post has been particularly successful?
24:30 How do our experts recommend splitting up tasks for their content marketing team?
27:00 How does Dan split up his various content marketing activities?
29:45 What is Nadya’s actionable tip?
30:30 Dan’s actionable tip
Listen to previous episodes and subscribe to the podcast here: https://www.semrush.com/podcast/
Have you been tasked with carrying out an SEO audit for your organization? Are you concerned that you aren’t focusing in on the most important SEO metrics when carrying out an SEO audit? Where do you start when you need to carry out at SEO audit in 2019?
Joining us for this episode are 2 great guests…
And here’s what we discuss:
1:00 Guest introductions
2:30 What does an SEO audit aim to achieve?
3:30 Do you set your own goals for each SEO audit or is this something that clients should do?
4:10 Are there different data sources that you use and is there a standard methodology no matter the size of the business?
5:30 Does AJ have a standard methodology?
8:00 Do you involve the client a lot during the production of the audit?
9:20 Does AJ see SEO audits as one-off projects and not something to do on a regular basis?
10:00 How often does Nik do SEO audits for the same client?
11:20 Would Nik say that she does full audits less frequently, but partial audits more frequently?
12:40 Why does AJ do an audit?
13:30 How do you know that you can trust the data that you’re getting from the various tools?
16:50 Does a technical audit need to reflect much more of the user than it used to?
18:10 What 2 things do you need to be successful at SEO?
19:00 What are the most common technical mistakes that an SEO audit should be picking up?
21:05 What are some of the reasons that AJ sees why a website isn’t being fully crawled?
26:00 Out of everything that you uncover in an SEO audit, how do you prioritise what needs to be done first?
30:50 AJ’s actionable tip
33:30 Nik’s actionable tip
If you’re not already an audio podcast subscriber, find out more and subscribe for free here: https://www.semrush.com/podcast/
Marketing Scoop Episode 2.20 is an ‘Advertising’ themed episode – specifically focusing on “Why Advertise on Quora?”
Have you been happily advertising using Google Ads or Facebook over the past couple of years, thinking that it’s not necessary to consider other traffic sources? If so, you might be missing out. A lot of smart marketers are now driving quality traffic from alternative networks such as Quora – and that’s something that we’re focusing on in this episode.
2 great guests joined us for this episode of the Scoop:
And here's what we covered:
1:00 Introduction of today’s guests – JD Prater and Joe Martinez
2:30 How is Quora different from other online advertising networks?
3:30 What kind of targeting options are available on Quora?
5:00 How affordable is Quora advertising compared with Facebook or LinkedIn?
8:30 What is the quality of the traffic available from Quora?
9:35 Is this a retargeting opportunity as well or is it only an opportunity to acquire new customers?
11:20 Do Quora offer age or gender targeting?
12:40 Are there any specific verticals that perform best on Quora?
13:30 What kind of landing pages tend to perform best on Quora?
14:40 Should advertisers also be interacting organically on Quora?
17:00 How accurately can you target somebody’s location?
19:00 How can advertisers get stated quickly?
22:00 Is it a good idea to post and answer your own question on Quora?
25:30 What is JD’s actionable tip?
26:00 Joe shares his actionable tip
If you're not already subscribed to the audio podcast, here's where you can subscribe for free so that you don't miss a future episode: https://www.semrush.com/podcast/
Marketing Scoop Episode 2.19 is an ‘Success Story’ themed episode – specifically focusing on “How TransferWise reached over 1,000,000 organic visits per month”.
Some people think that it’s a lot harder to drive significant volumes of organic traffic to your site compared with what it used to be like a few years ago. However, that’s not the case for TransferWise, a niche brand that’s driving over 1,000,000 visits to its site from organic search every single month.
Joining to discuss the specific strategies that TransferWise are using to achieve this is their Head of Organic Growth & SEO, Fabrizio Ballarini.
Here's what we chatted about:
1:15 How had TransferWise’s organic traffic grown over the past few years?
1:55 Did you increase branded traffic, non-branded traffic or both?
3:00 Are you ranking for a few big-win keywords or lots of smaller traffic keywords?
5:00 What did you put more focus on organic traffic?
6:15 How do you convince senior decision-makers if you’re not seeing immediate results that you should maintain time on money spent on a marketing channel like organic?
7:30 How are you deciding what to write about and how to structure and optimise your articles?
9:40 Are you specifically targeting rich snippets?
12:45 Do you have a strategy in place to audit and remove old content?
15:30 How large is your content team and do you use agencies or do you do everything in-house?
17:00 How much of the content that you publish is dynamic?
21:00 Do you attempt to ranks for ‘thin’ content such as swift codes?
22:30 Do you have a check list that has to be included in an article from an SEO perspective?
24:00 Do you do much active link building?
26:00 If you were starting with a brand-new domain, what link building strategy would you look to initially?
27:15 Have you had any measurable results from voice search?
29:00 What is Fabrizio’s number 1 actionable tip for today’s episode of the Scoop?
Subscribe to the Marketing Scoop audio podcast here: https://www.semrush.com/podcast/
Marketing Scoop Episode 2.18 is a Content themed episode - specifically focusing on Influencer Marketing on Instagram
We've heard a lot of chat recently about the necessity to disclose native advertising on Instagram but what advertising strategies on Instagram are working best now and how do you go about building relationships with influencers on Instagram? And is Instagram the best social platform for most businesses to be on nowadays?
Joining us are 2 great guests...
Here's what we talk about:
1:20 How would Leah summarise the state of influencer marketing today?
4:00 What are some of the common mistakes that Laurie sees with influencer marketing?
6:27 What are some of the common mistakes that Leah is seeing with influencer marketing?
7:40 Should a brand allow an influencer to create content all by themselves?
9:00 How do you find the right influencers for your brand?
10:18 How do you define a micro-influencer?
11:30 What are the metrics that a brand should use to measure whether their influencer marketing campaign was a success?
13:00 What other tools can be used to measure the success of influencer campaigns?
15:00 Is influencer marketing right for all industries?
16:30 How can a brand persuade an influencer to work with them if they have multiple offers?
17:40 Should you be trying to work with as many influencers as possible?
18:35 How do I make sure as a brand that I am targeting the right influencers, and not 'fake' influencers?
20:25 What are Laurie's thoughts on how influencer marketing will evolve over the next year or so? Will it become more regulated?
22:30 What does a business need to do to attract an influencer to them?
25:20 What is Laurie's actionable tip for today's episode?
26:30 David's actionable tip
27:00 Judith's actionable tip
29: 00 What is Leah’s actionable tip for today's episode?
Subscribe to the Marketing Scoop audio podcast here: https://www.semrush.com/podcast/
Marketing Scoop Episode 2.17 is an ‘SEO’ themed episode – specifically focusing on “Are links still important for SEO?”
We’ve often heard through the years that link building is dead and that if you work in the world of SEO, there are much better uses of your time than building links. But is that really the case? Do links still work and what are their level of importance and impact in 2019?
Joining David and Judith for this episode are 2 great guests…
Here are the topics that we cover…
1:30 What are some of the more unusual link building techniques?
3:30 Is it possible to steal your competitors’ links?
5:00 What link building activities used to work, but SEOs shouldn’t be spending their time on in 2019?
6:30 What is the ethical argument against link building?
8:30 How has the general market’s awareness of what SEO is impacted link building?
10:00 Is it still worthwhile having a link if it’s from a website that is unrelated to your industry?
11:00 Would you prefer a link from a low authority blog in your industry or a high authority blog from outside of your industry?
13:30 What link building tactics used to work, but SEOs shouldn’t be doing in 2019?
14:00 What about outreach? How should SEOs be trying to obtain links from influencers?
16:30 Is trying to get multiple links from the same blog worthwhile from an SEO perspective?
18:00 Could a no-follow link from another site pass on any SEO value to your own site?
21:10 How can we future-proof our link building activities?
22:30 How do you measure the value of citations?
25:00 Are Google likely to replace the value of links in their algorithm in the future? If so, with what?
26:30 Natalie’s actionable tip – how to replicate a competitor’s link strategy
26:20 Ric’s actionable tip – use your own unique assets
Find our more about the show here: https://www.semrush.com/podcast/
Marketing Scoop Episode 2.16 is an ‘advertising’ themed episode – specifically focusing on “What paid search activities should you be automating in 2019?”
Paid search is an area of digital that has changed so much over the past few years. It used to be where manual selection of keywords, ad copy and landing pages were the things that you needed to be doing to run your campaigns as efficiently as possible. Now, in 2019, you’re being inefficient if you try to do everything yourself.
In this show, we look at what to automate when it comes to paid search in 2019.
Joining us are 2 great guests…
Here’s what we discuss:
0:40 Introducing Michael
1:10 Introducing Nils
1:30 Google seems to be pushing ad automation a lot at the moment - why is this the case?
3:20 What areas of automation is Michael using at the moment?
4:20 Does Michael advocate starting off paid campaigns on a manual basis before turning them into automated campaigns?
7:30 Is it not the case that once campaigns have been optimized manually then they should be passed over to the machines to further optimize?
9:30 What are some of the benefits of using scripts?
11:35 What are the top 3 scripts that advertisers should be using?
14:20 But surely if you don’t embrace automation you will get left behind?
15:00 Are there certain industries that are more appropriate to use manual management of campaigns?
15:30 What are the panel’s thoughts on using automation to generate ad copy?
17:40 What kind of activities should paid search advertisers be automating at the moment?
20:00 What re our guests’ actionable takeaways?
Marketing Scoop Episode 2.15 is a ‘success story’ themed episode – specifically focusing on “How to market a podcast”.
Subscribe to our podcast here: https://www.semrush.com/podcast/
Podcasts are growing at a rate of knots, with nearly 68 million Americans listening to podcasts on a monthly basis – that’s nearly one in four people across the country!
If you’ve started a podcast, or you’ve considered starting a podcast, then one thing that you definitely need to think about is how to market your podcast.
And that’s something that’s covered in today’s Success Story, which features 2 great guests.
Firstly Deepak Shukla – Founder of Pearl Lemon and the ‘Life, Love and Entrepreneurship’ podcast – a show that he’s managed to get featured in the ‘New & Noteworthy’ section of iTunes twice.
Also joining us is CEO & Co-founder of podcast tech company Rebel Base Media, Mark Asquith. Mark’s a podcaster, speaker (including TedX) and content marketer with a background in successful entrepreneurship, startups and building global marketing agencies.
Here's what is discussed:
2:40 What type of podcast episode tends to get the most traction for Mark Asquith?
5:34 Are episodes with guests easier to promote?
7:00 Does Deepak agree that shorter podcasts perform better?
10:00 Why are Joe Rogan’s long shows so successful if short shows are better?
14:00 What is Mark Asquith’s opinion of long-form podcasts?
17:00 What is an example of a podcast episode that Deepak has published that was particularly successful, and why was it successful?
20:00 How does Deepak research his topics that he’s going to cover in each episode?
22:00 What about Mark? What is an example of a podcast episode that Mark has published that was particularly successful, and why was it successful?
25:40 Are trending topics more important than guests?
29:00 Is it important that you ask your listeners to subscribe?
32:00 Deepak’s actionable tip
34:00 Mark’s actionable tip
Marketing Scoop Episode 2.14 is a content marketing special – specifically focusing on “Social Media Content that Converts”. We’ll be discussing how to incorporate calls-to-action into social content without being too “salesy”, and what content and calls-to-action work best.
Subscribe to the podcast here: https://www.semrush.com/podcast/
In this show we have 2 guests joining our regular hosts David & Judith…
A gentleman who helps entrepreneurs to level up their impact & authority confidently using live video – Ian Anderson Gray. Ian’s a Confident Live Marketing consultant and founder of Seriously Social and the Confident Live Marketing Academy.
Also, a lady a regular speaker at social media conferences including The Social Media Summit (Dublin), Big Social (Manchester) and Social Day (London and Birmingham) as well as bringing education and inspiration to business events and annual conferences – Julia Bramble from BrambleBuzz.
Here's what we chat about in this episode:
1:40 How actionable can social media really be?
4:30 What to do if time’s an issue
7:20 How do you measure the ROI of your social media marketing efforts?
9:00 Do you have a strategy when it comes to publishing different types of content on your social media feeds?
10:00 Should Instagram be part of your strategy if you are a B2B business?
13:40 Do we think that most users would be unhappy if they knew that Instagram was owned by Facebook?
15:30 Where does live video fit into the social media product mix?
18:00 Is it important to embrace your own shortcomings on social media?
19:00 What type of content turns people off on social media?
24:00 What apart from personas can be used to deliver a more personalised content experience to your audience?
26:00 How should you leverage live video content after it’s been broadcast?
30:00 Ian’s actionable tip
31:20 Julia’s actionable tip
Marketing Scoop Episode 2.13 is the first episode of 2019, looking at SEO, and specifically SEO testing – looking into what SEO split-testing is, specific examples of what you should be testing and how SEO testing interplays with CRO.
Subscribe to the podcast here: https://www.semrush.com/podcast/
In this show we have 2 guests joining our regular hosts David & Judith…
Founder and CEO of Distilled, Will Critchlow is an entrepreneur with experience in founding and growing an agency business, marketing and designing conferences, building web apps and running a marketing team. He’s been at the top of the SEO industry for over a decade.
Speaker, Trainer & Director Organic Search at Peak Ace AG, Bastian Grimm is an International SEO consultant. Bastian’s areas of focus include the conception and implementation of SEO strategies, the development and expansion of SEO teams, and the development of international link building strategies and link risk management.
Plus, a special appearance from StrategiQ's Chris Green.
Here's what we chat about in this episode:
2:00 What are some of the top things that an SEO should be testing this year?
4:45 Is Will also looking at what happens after the user arrives on the site?
7:55 Is there any area of SEO that could be tested without thinking about CRO or are the 2 areas too interlinked?
9:00 What are the key metrics that we need to be testing for SEO and which metrics apply to both CRO and SEO testing?
12:00 Is it true that you only focus on ranking as a debug method of testing or is rank tracking still important as a KPI?
13:15 Is it possible just to focus on improving your UX and improve your SEO as a result of it?
16.15 Bastian Grimm’s thoughts on SEO testing and what’s working at the moment
20:40 What are the biggest mistakes that people make when it comes to SEO testing?
22:10 Chris Green’s thoughts on SEO testing and what’s working at the moment
25:05 Chris Green introduces "Spark" - a Meta CMS for SEO Teams, powered by Cloudflare Workers
29:10 Will’s thoughts on what Chris Green shared
31:20 Bastian’s thoughts on what Chris Green shared
33:30 Will’s actionable tip
35:00 Bastian’s actionable tip
36:35 Chris’ actionable tip
38:00 Judith’s final thoughts
Today’s guests have all produced outstanding campaigns for the SEMRush Australia Search Awards.
Here’s a summary of the conversation that we had…
2:30 Duncan Jones, Head of Strategy and Growth at Web Profits give some background to the winning entry: Aussie Broadband
3:27 Duncan gives a summary of Aussie Broadband’s integrated marketing campaign
7:02 How Duncan does growth marketing
12:12 About Duncan’s team
13:30 How to encourage more online reviews
16:40 Matt from Yellow Octopus shares his campaign for “The Living Room”
20:07 What does an engagement ad look like?
24:00 Matt’s thought on what integrated marketing is
27:33 Why time was of the essence for Matt and what that meant for implementing the campaign
28:57 Russ’ campaign for Billy J Boutique
35:00 How Russ structures his team and gets everyone to work together
39:28 What Duncan would do differently next time
40:42 Duncan shares his actionable tip
42:16 Matt shares learnings from this campaign
43:54 Matt shares his actionable tip
45:21 What would Russ change in hindsight?
46:30 Russ shares his actionable tip
Today’s guests were:
Russ Macumber, a Senior Digital Strategist at Impressive.com.au Duncan Jones , Head of Strategy at Growth at webprofits.com.au Marketing Maestro at YellowOctopus.com.au
On this end-of year special we asked our guests (Aleyda Solis, Purna Virji, Larry Kim and Barry Schwartz) to think about what their number 1 digital marketing news story of 2018 was!
Here's what we discussed...
2:00 What were the top digital marketing stories in 2018?
2:30 Story 1 – Google's Mobile First Index roll-out
8:40 Story 2 - The Cambridge Analytica story and resultant changes to Facebook's News Feed
17:30 Story 3 - Microsoft launches a new audience network, ‘Audience Ads’
31:09 Story 4 - The "Zero results" SERP
41:30 General discussion about what story is the top story of the year
48:00 Is the Cambridge Analytica story or is the new audience network story having the biggest impact?
49:00 What common subject brings all the stories together?
50:00 What is the biggest impact that mobile-first indexing is having on marketers?
50:30 What kind of actionable takeaway can marketers apply from the zero-listing search result?
51:10 What can marketers learn from the Cambridge Analytics story?
51:45 What’s one lesson that marketers can learn from Purna’s “new audience network” story
About this episode's guests
Larry Kim, the CEO of MobileMonkey, Inc. – a Facebook Messenger Marketing Platform for marketers at companies of all sizes, helping users create powerful chatbots without coding.
Aleyda Solis, an International SEO Consultant and founder of Orainti -a highly specialized, boutique SEO consultancy-, blogger (Search Engine Land, Search Engine Journal), speaker (with more than 100 conferences in 20 countries in English and Spanish).
Purna Virji, named by Adweek on their 2018 Young Influentials List, Purna specializes in digital marketing, AI, and the future of search. In 2016, she was named by PPC Hero as the #1 Most Influential Expert in the world.
Barry Schwartz, Editor of Search Engine Roundtable, News Editor at Search Engine Land and Speaker at Search Engine Strategies & WebmasterWorld Pub Conferences.
Episode 2.10 of Marketing Scoop is a little different – this is a segment from a 5-part livestream series bringing you 120 of the world’s leading digital marketers - all be answering the same question - “what’s your number 1, actionable digital marketing tip for 2019.”
This particular section features Andrea Vahl, Amy Bishop, Leah Buckingham-Warner, Kristian Haanes, Chad Pollitt, Teresa Heath-Wareing, Stephan Spencer, Kirk Williams, Michael Fleischner, Lexi Mills, Marcus Sheridan and Kevin Gibbons.
Here’s a summary of what was covered...
1:47 “Focus any Facebook Ads you have around conversions – test using 4:5 frame dimensions for video.” Andrea Vahl from andreavahl.com
4:04 “Start with a customer-centric approach to the purchase journey.” Amy Bishop from cultivativemarketing.com
7:40 “Get involved in influencer marketing.” Leah Buckingham-Warner from butterflymarketingconsultancy.co.uk
11:07 “Begin your planning for 2019 now – planning is everything!” Kristian Haanes from webinara.com
14:48 “Be prepared for the USA version of GDPR! And put much more budget into the content that you produce.” Chad Pollitt from inpwrd.com
18:43 “Think about how you can connect to your audience through authenticity.” Teresa Heath-Wareing from teresaheathwareing.com 21:34 “Steal featured snippets from your competitors!” Stephan Spencer from stephanspencer.com
25:02 “Take a hard look at investigating Amazon advertising.” Kirk Williams from zatomarketing.com
27:50 “Stay abreast of the latest developments in marketing technology.” Michael Fleischner from bigfinsolutions.com
30:24 “You need to really care about the thing that you’re creating.” Lexi Mills from leximills.net
32:30 “Record an authentic video addressing the top 7 concerns that your customers have.” Marcus Sheridan from marcussheridan.com
37:20 “Push for more crazy ideas! And think strategy, not campaigns.” Kevin Gibbons from resignal.com
I hope that you enjoyed this great selection of thoughts and tips from today’s livestream!
Check out the rest of the recordings from this mini-series at http://www.digitalmarketingin2019.com
Marketing Scoop Episode 2.9 is a Paid Advertising-themed episode where we look at the common challenges with keeping up paid search optimization strategies and which metrics specifically you should be paying attention to, to ensure that your campaigns are working as efficiently as possible.
Here's what we discuss:
1:10 What are the metrics that you are paying closest attention to at the moment?
2:14 Micro and macro conversions
3:25 Ad impressions and click-through rates
4:30 Relative CTR
5:22 How engaging are your ads?
6:50 How should you improve your ad copy to include your CTR?
7:55 How reviews and testimonials can enhance your ad copy
9:00 How do you measure the value of micro-conversions and assists?
10:41 Making decisions on what keywords to bid on
11:20 Finding out more about micro and macro conversions
13:10 How can you measure traffic from offline locations?
15:36 What metrics on Facebook do advertisers need to keep an eye on?
16:25 How many times should the same person see the same ad?
18:40 Is ad fatigue not the same on the Google SERPs?
20:20 How is Google determining good CTR?
22:00 Why special days like Black Friday may skew your data and how to handle it
25:30 What is Samantha’s actionable tip?
26:46 What is Joel’s actionable tip?
This episode’s guests are:
With many years’ experience in paid media, Samantha Noble started her own paid media consultancy, Biddable Moments in 2016. She works with in-house brands and digital marketing agencies supporting their teams with all things related to paid media.
From his early days as an employee at Wix.com to opening up an elite paid advertising agency, Joel Bondorowsky has managed some of the largest paid campaigns in history.
In episode 2.8 of Marketing Scoop we have a special guest who shares a digital marketing success story - specifically how the brand Garden4Less enhanced their paid search campaigns through keywords from Google Shopping.
This episode’s special guest is Jonathan Catton, a Paid Media Consultant at Hallam. Some of Jonathan’s achievements at include helping to develop some of the Hallam’s automated solutions; creating great reporting and delivering great results for his clients.
Here's what we discuss:
2:26 Who are Garden4Less?
3:10 How does a challenger like Garden4Less compete with bigger existing players in the market?
3:59 What are you doing with keywords from Google Shopping and how do you use them in Paid Search?
4:44 Is this something that every e-commerce site should be doing? How common is this technique?
6:08 With dynamic ads is it true that you don’t need to know about your targeting beforehand?
6:42 Can smaller e-commerce stored apply similar techniques?
8:00 What learnings from other clients did you take into this campaign?
12:31 Is the future of paid search purely AI-driven or will keyword management still have an important part to play?
14:20 Where can our audience go to find out more about paid search scripts?
17:00 What success stories from other clients can you also share?
18:30 How do you cope for the big seasonal fluctuations in a business like Garden4Less?
20:56 How do you maximise your clients’ ROI and incorporate other forms of digital marketing into the mix?
22:25 What would you advise regarding best practice retargeting practices?
24:20 Is it always bad practice to keep retargeting someone after someone has made a purchase?
26:09 Jonathan shares his final actionable tip
Marketing Scoop Episode 2.7 is a Content Marketing special where we’ll be looking at the latest digital marketing news as well as drilling down into a specific piece of content and discovering why it was a marketing success.
Special Guest:
Bas van den Beld is a Public Speaking and Marketing Coach, Speaker and Trainer. His goal is to help people develop their talents in public speaking and marketing. He does this by providing coaching, consulting and training on digital marketing related topics and public speaking.
Topics covered in today's episode:
What is the optimal content marketing ladder?
What is a content marketing ladder?
What are the most impactful elements of your content marketing ladder?
How do they all fit together?
How do you start a content marketing campaign?
What can content marketers learn from big media players?
On today's episode we look at what enterprise SEO is, and the specific differences between enterprise SEO and regular SEO.
Joining host David Bain for this one are 2 special guests…
Nick Wilsdon, Search Product Owner at Vodafone Group
Nick is a veteran digital marketer and strategist, who can deploy performance SEO and digital programmes across organisations and international markets.
Arnoldo Cabrera, Global SEO Manager en IKEA Group
Arnoldo is an experienced online marketing specialist with an extreme focus on delivery quality. His specialties include SEO, SEM, lead generation, inbound marketing and web analytics.
News items reviewed in the show:
Enterprise SEO topics covered:
In this episode we're largely talking about how AI is changing paid search advertising.
Initially we touch on a couple of news stories: - 2:00 How Amazon advertising is on the increase - 6:25 Google Ads have launched a new click-to-message feature.
Main section: - 11:54 How AI is changing paid search advertising
About this episode's guests:
Purna Virji is a Keynote Speaker and was ranked by PPC Hero in 2016 as the #1 Most Influential PPC expert in the world. Senior Manager of Global Engagement at Microsoft. Columnist for Search Engine Land and Moz. International keynote speaker at conferences such as The Next Web, AdWeek, and INBOUND.
Matthew Macchia is the CEO of AdFury, a company focused on simplifying the dazzlingly complex world of Pay-Per-Click Marketing. The pay-per-click world continues to struggle to compete in an arena where the cards are stacked against them. AdFury is a way to level the playing field and give your business a competitive advantage in your online marketing.
Today we have a special ‘success story’ episode on Marketing Scoop.
In this episode David’s joined by a lady who’s on the front lines of a content marketing revolution. She’s a speaker, a digital marketing adviser - and an award-winning global content creator. From LinkedIn, Alexandra Rynne.
In this “success story” episode we focus in on “LinkedIn Secret Sauce” eBook and why that was such a marketing success.
Some of the questions covered include:
Marketing Scoop Episode 2.3 is a content marketing special where we’ll be looking at the latest digital marketing news as well as drilling down into a specific piece of content and discovering why it was a marketing success. Joining our host David Bain are 2 highly experienced digital marketing experts – one from an agency, one from a brand.
Ross Tavendale is Managing Director at Type A Media. He is a passionate digital marketer committed to bringing his clients real-world value. Having worked as the digital lead with brands such as Etihad Airways, Holiday Lettings (Tripadvisor) and Boots.com, he has helped to bring their digital strategies to life and deliver real-world ROI.
Nathan Ellering is the Head of Marketing at CoSchedule, the #1 best-selling marketing management platform. He’s got a knack for creating actionable content + a frequent author on the CoSchedule marketing blog. After joining CoSchedule in 2014, he's helped grow CoSchedule's audience from 500 to 500,000+ monthly subscribers. Nathan loves new ideas, strategy, and efficiency.
In this show the news story that we’re looking at this week is the fact that DuckDuckGo have now surpassed 30 million searches in a day.
For the main part of this show, we talk about a piece of content that was published on CoSchedule (https://coschedule.com/blog/best-times-to-post-on-social-media/), and discuss why it was a success, plus what lessons you can learn from it.
Marketing Scoop Episode 20 is an SEO special where we’ll be looking at the latest digital marketing news as well as drilling down into specific, actionable organic search strategies. Joining our hosts David Bain & Judith Lewis and 2 SEO experts.
Jonny Ross is Founder of Fleek Marketing, and is an SEO, digital marketing and social media consultant, speaker and trainer. He has worked with clients ranging from SMEs and start-ups, B2C and e-commerce companies, B2B professional services and corporates, through to independent schools, colleges and leading UK business schools.
Arsen Rabinovich is the founder of TopHatRank.com LLC, a Los Angeles-based, Search and Social Marketing Agency working with big and small brands across the US. In late 2008 Arsen started off as an SEO consultant, hired his first employee in late 2009 and formed TopHatRank.com LLC in August of 2010.
In this episode we’re focusing on one key topic - Google killing Google+
Covering topics such as:
Marketing Scoop Episode 2.1 was Advertising special where we were looking at the latest digital marketing news as well as drilling down into specific, actionable paid advertising strategies.
GUESTS:
James Svoboda is CEO at WebRanking and has been in search marketing since 1999. James is also a Founder and Vice President of MnSearch, the Minnesota Search Engine Marketing Association, an ADworld Experience ambassador and #PPCchat supporting partner.
Elliot Kemp from Hanapin Marketing – an agency and consultancy that helps guide marketers with their strategy for channels such as paid search, paid social, shopping, and programmatic. ==
Topics covered include:
2:18 STORY 1: Facebook introduce ‘Story ads’
How does a business make a success of story ads?
4:52 STORY 2: Facebook add more choices for video ad buyers
What are the choices Facebook have added and what impact is this going to have?
06:28 STORY 3: More people are taking Facebook breaks
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08:08 Main discussion:
How can other specialist channel marketers work together with Facebook ads specialists to create a win-win for each other?
Where does Facebook advertising sit in the user journey?
What are a few examples of best practice Facebook advertising at the moment?
Is it possible for Facebook advertising and search advertising to work in conjunction?
Should all search marketers be learning more about Facebook advertising?
What can search marketers learn from Facebook advertising?
What can Facebook advertising learn from search marketing?
This week David Bain welcomes 2 guests: - A podcasting pro and co-author of The Art of SEO, Stephan Spencer. - An author, speaker, and expert on paid search Advertising. The owner and CEO of FMB Media - David Shetela
Topics:
1:04 What is the topic layer in Google’s Answer Boxes?
8:48 Google want users to be logged-in, in Chrome too
18:30 Is "Discovery" the Future of Search?
Google are starting to drive users to a place where you can discover new information and inspiration, with no search query required.
26:26 According to eMarketer.com, Amazon Is Now the No. 3 Digital Ad Platform in the USA
This week David Bain welcomes 2 guests: - The Head of Evangelism for Search at Microsoft, Christi Olson - A writer of all things search for TheSEMpost, Jennifer Slegg
Topics:
01:15 Bing Ads add a competition tab
On Monday, Bing Ads announced 3 new AI-driven features - including a competition tab, where you can keep track of how you are performing, versus the competitors.
06:05 Google are testing image-based sub-categorization
13:59 Bing has added text transcription to its image analysis capabilities
Have you seen Bing’s image search recently dear listener?
I haven’t been on there for a while... I’m impressed by: - Pages using this image - Related images How can organic digital marketers take advantage of image search?
18:45 Is the targeting of paid search marketing moving from away keywords to audiences?
There are plenty of articles around at the moment that talk about shifting from keywords to audiences with your targeting. Is this really a good thing for most paid search marketers to be doing at the moment?
What is causing this?
BONUS! 25:54 BREAKING NEWS — Bing is Caching AMP
This episode's guests:
Craig Campbell, SEO Trainer & Consultant at Craig Campbell SEO Aaron Levy, Director of Paid Search at Elite SEM Mike Allton, Content Marketing Practioner at Social Media Hat
Topics:
02:04 It’s OK to place reviews from elsewhere on your website...
John Mueller said on Twitter that it’s fine to publish reviews from elsewhere on the web, on your website
07:45 Google’s exact match close variants expand again
15:26 Content Marketing Close-Up feature.
Today we’re looking at an article called “What Happened To Vine?” which was published on TheSocialMediaHat.com
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If you feel like you hear about search news all over the digital industry and really need to keep track of all the changes - we all actually do, - tune in to our Marketing Scoop podcast. David invites the industry’s leading experts on SEO, PPC, and Content Marketing, to uncover all the biggest digital headlines that impact your online presence.
Today's guests:Mark Traphagen, Content Strategy Director at Perficient Digital Marie Haynes, Owner at Marie Haynes Consulting, Gianluca Binelli, Founder at Booster Box
Topics:
1:35 Google is now encouraging you to consider adding datePublished and dateModified to your structured data
8:01 Google introduces ad strength indicator – and also reporting for responsive search ads
16:43 Content Marketing Close-Up feature
Today we’re looking at an article called “Mobile vs Desktop Usage in 2018: Mobile takes the lead” which was published on StoneTemple.com.
To stay on top of your digital game, you have to keep track of what’s going on in search - be it organic or paid. Google rolls out new features and updates on a daily basis. And to benefit from all the freshest tweaks and have the first-mover advantage, you have to know they exist.
Topics:
1:10 Google wants your video answer for their search results - IF you’re famous enough
07:15 Text ads keep on getting longer... Google is extending the extra text available with responsive text ads, to regular text ads.
11:40 Google launches expandable snippets
22:13 What exactly are Google’s Sponsored Units on search and why do you need to know?
This episode's guests:
Lukasz Zelezny, the Director of Organic Performance at ZPG Plc; and Elizabeth Marsten, the Senior Director of eCommerce Growth Services at CommerceHub
Topics covered in this week's Marketing Scoop show:
01:15 Google releases a broad core algorithm update, with big SERP volatility seen from the 1st to the 3rd of August
What type of sites were affected, and what can be done about it?
09:31 You can now add as many as eight custom parameters in Google Ads - and this is thanks to the October deadline to migrate to parallel tracking
14:06 Google drops its public submission feature
Google shared in a Tweet: "We've had to drop the public submission feature, but we continue to welcome your submissions using the usual tool in Search Console and through sitemaps directly."
19:01 You'll soon no longer have the option to exclude all mobile apps from display campaigns. What’s happening here?
Joining David Bain on this show are SEO expert Ned Poulter and PPC superstar Larry Kim.
Topics discussed include:
'People also search for' suggestions are now appearing in ad results
Google's mobile search results now show thumbnail images 45% of the time
Google's Hotel Ads joins the rest of their ad family
Google Image Search tests delivering the same mobile and desktop design
Find out more about the podcast here: https://www.semrush.com/podcast/
Joining David Bain on this show are paid search expert Sherry Bonelli and PPC superstar Joe Martinez.
Topics discussed include:
Google’s Speed Update is now rolling out for all users
Google’s URL inspection tool is also now available for all
Google introduces responsive search ads
“Local Campaigns” will soon be available in Google Ads
Find out more about the podcast here: https://www.semrush.com/podcast/
Joining David Bain on this show are paid search expert Joel Bondorowsky and SEO guru Pam Ann Aungst.
On this episode of Marketing Scoop we’re discussing:
Google Search Console releases a URL inspection tool
Google Shopping appears to be complying with EU demands
It’s time to says goodbye to the old AdWords interface AND Goodbye to AdWords
And ‘get verified’ to manage your presence on Google
Find out more about the podcast here: https://www.semrush.com/podcast/
Joining David Bain on this show are LinkedIn advertising expert AJ Wilcox and SEO guru Andy Drinkwater.
Topics discussed include:
Google releases Lighthouse version 3.0
Bing Ads are going to allow advertisers to target LinkedIn audiences
Google’s reliance on Wikipedia makes it vulnerable to search pranks
While Google has axed political ads in Washington State, LinkedIn does it globally
Find out more about the podcast here: https://www.semrush.com/podcast/
Joining David Bain on this show are paid search expert Kirk Williams and Head of SEO Matt Ridout.
Topics discussed include:
Google shrinks meta description snippets
AdWords is going to advise that HTTP is less secure
Google are looking for unanswered questions
Parallel tracking will be required for all AdWords accounts
Find out more about the podcast here: https://www.semrush.com/podcast/
Joining David Bain on this show are paid search expert Arianne Donoghue and international SEO legend Aleyda Solis.
Topics discussed include:
Google confirms the roll-out of a broad core algorithm update
Mobile-first indexing notifications are arriving in Search Console
Google posts $31.1B in total revenue for the first quarter
Responding to reviews can improve paid-search conversion rates
Find out more about the podcast here: https://www.semrush.com/podcast/
Joining David Bain on this show are paid search expert Richard Fergie and the SEO mastermind Barry Schwartz.
On this episode of Marketing Scoop we’re exploring:
Google launches a ‘more results’ button for mobile
Search Console adds Search Appearance filters
Bing Ads launches price extensions
Google unveils a vetting process for drug rehab ads
Find out more about the podcast here: https://www.semrush.com/podcast/
Joining David Bain on this show are paid search expert David Miles and the technical SEO guru Steve Slater.
Topics discussed include:
Google is rolling out its mobile-first indexing
Google are also introducing ‘Shopping Actions’
AdWords now shows version history
And are you in the UK using a .eu domain? You’d better have a migration strategy.
Find out more about the podcast here: https://www.semrush.com/podcast/
Joining David Bain on this show are paid search expert Anu Adegbola and the technical SEO guru Dan Taylor.
Topics discussed include:
Find out more about the podcast here: https://www.semrush.com/podcast/
Joining David Bain on this show are the SEO Consultant Kristine Schachinger and the Director of Growth Marketing at AdStage, JD Prater.
On this episode of Marketing Scoop we’re discussing:
Find out more about the podcast here: https://www.semrush.com/podcast/
Joining David Bain on this show are the Independent SEO Consultant, Bridget Randolph and the CEO of Spades Media - Jim Banks.
On this episode we discuss the following topics:
On this episode of Marketing Scoop, we’re exploring:
Joining David Bain on this show are the Head of SEO at Atlassian, Kevin Indig and the co-founder of the PPC recommendation engine, Adalysis - Brad Geddes.
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