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.
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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/
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