This may be of some interest.
Here’s a cliche among digital marketers: Search engine optimization (SEO) isn’t what it used to be.
Here’s a true statement you don’t hear as often: Your SEO strategy for 2019 shouldn’t focus on keywords.
These days, most businesses understand the basic concepts of SEO and why it’s important.
However, when it comes to developing and executing a sound SEO strategy for your business, just creating content for the keywords your customers are searching for is both arduous and, well, wrong.
What is an SEO?
Search engine optimizers (SEOs) are people who optimize websites to help them show up higher on search engines and gain more “organic traffic.” In essence, an SEO is a highly specialized content strategist, and helps a business discover opportunities to answer questions people have about the industry via search engines.
Here are three types of SEO that an SEO strategist can focus on:
- On-page SEO: This SEO focuses on the content that’s “on the page,” and how to optimize that content to help boost the website’s ranking for specific keywords.
- Off-page SEO: This SEO focuses on the links that are directing to the website from elsewhere on the internet. The number of “backlinks,” and the publishers carrying those links, that link to your website help you build trust in the eyes of a search engine. This causes your website to rank higher as a result.
- Technical SEO: This SEO focuses on a website’s architecture, examining the backend of that website to see how each webpage is “technically” set up. Google cares as much about the code of a website as it does its content, making this speciality quite important to a website’s search engine ranking.
Bear in mind that not every business can optimize their website for search the same way, and therefore not every SEO will have the same optimization process. It’s an SEO’s job to examine his or her industry, find out what’s important to their audience, and develop an SEO strategy that puts the right content in front of that audience.
With that in mind, here are nine steps you can take to make sure all of your SEO bases are covered in 2019. Then, at the bottom of this blog post, you can grab your free planning template to master on-page SEO.
1. Make a list of topics.
Keywords are at the heart of SEO, but they’re actually not your first step to an organic growth play anymore. Your first step is to make a list of topics you’d like to cover from one month to the next.
To start, compile a list of about 10 short words and terms associated with your product or service. Use Google’s Keyword Tool to identify their search volume and come up with variations that make sense for your business.
You are associating these topics with popular short-tail keywords, as you can tell, but you’re not dedicating individual blog posts to these keywords. These keywords are simply too competitive to rank highly for on Google if you’re just starting to optimize your website for search. We’ll go over how to use these topics in just a minute.
Using search volume and competition as your measure, narrow down your list to 10-15 short-tail keywords that are important to you, and that people within your audience are searching for. Then rank this list in order of priority, based on its monthly search volume and its relevance to your business.
For example, if a swimming pool business is trying to rank for “fiberglass pools” — which is receiving 110,000 searches per month — this short-tail keyword can be the one that represents the overarching topic on which they want to create content. The business would then identify a series of long-tail keywords that relate to this short-tail keyword, have reasonable monthly search volume, and help to elaborate on the topic of fiberglass pools. We’ll talk more about these long-tails in the next step of this process.
Each of these keywords is called a “pillar,” and it serves as the primary support for a larger “cluster” of long-tail keywords, which is what brings us to our next Step …
2. Make a list of long-tail keywords based on these topics.
Here’s where you’ll start optimizing your pages for specific keywords. For each pillar you’ve identified, use your keyword tool to identify five to 10 long-tail keywords that dig deeper into the original topic keyword.
For example, we regularly create content on the topic of “SEO,” but it’s still very difficult to rank well on Google for such a popular topic on this acronym alone. We also risk competing with our own content by creating multiple pages that are all targeting the exact same keyword — and potentially the same search engine results page (SERP). Therefore, we also create content on conducting keyword research, optimizing images for search engines, creating an SEO strategy (which you’re reading right now), and other subtopics within SEO.
This allows a business to attract people who have varying interests in and concerns about owning their product — and ultimately create more entry points for people who are interested in buying something.
Use subtopics to come up with blog post or webpage ideas that explain a specific concept within each larger topic you identified in Step 1. Plug these subtopics into your keyword research tool to identify long-tail keywords on which to base each blog post.
Together, these subtopics create a cluster. So, if you have 10 pillar topics, they should each be prepared to support one cluster of five to 10 subtopics. This SEO model is called a “topic cluster,” and modern search engine algorithms depend on them to connect users with the information they’re looking for.
Here’s a short video on this concept:
Think of it this way: The more specific your content, the more specific the needs of your audience are — and the more likely you’ll convert this traffic into leads. This is how Google finds value in the websites it crawls; the pages that dig into the interworkings of a general topic are seen as the best answer to a person’s query, and will rank higher.
3. Build pages for each topic.
When it comes to websites and ranking in search engines, trying to get one page to rank for a handful of keywords can be next to impossible. But here’s where the rubber meets the road:
Take the 10 pillar topics you came up with in Step 1 and create a web page for each one that outlines the topic at a high level — using the long-tail keywords you came up with for each cluster in Step 2. A pillar page on SEO, for example, can describe SEO in brief sections that introduce keyword research, image optimization, SEO strategy, and other subtopics as they are identified. Think of each pillar page as a table of contents, where you’re briefing your readers on subtopics you’ll elaborate on in blog posts.
Use your keyword list to determine how many different pillar pages you should create. Ultimately, the number of topics for which you create pillar pages should coincide with how many different products, offerings, and locations your business has. This will make it much easier for your prospects and customers to find you in search engines no matter what keywords they use.
Each web page needs to include relevant content for your prospects and customers and should include pictures and links to pages on your site to enhance the user experience. We’ll talk about those links in Step 4.
4. Set up a blog.
Blogging can be an incredible way to rank for keywords and engage your website’s users. After all, every blog post is a new web page that gives you another chance to rank in search engines. If your business does not already have a blog, set one up. This is where you’ll elaborate on each subtopic and actually start showing up on Google.
As you write each blog post and fill up your clusters, you should do three things:
- First, don’t include your long-tail keyword more than three or four times throughout the page. Google doesn’t consider exact keyword matches as often as it used to. In fact, too many instances of your keyword can be a red flag to search engines that you’re “keyword stuffing.” This can penalize your website and drop your rank.
- Second, link out to the pillar page you created on this topic. You can do this in the form of tags in your content management system (CMS), or as basic anchor text in the body of the article.
- Once you publish each blog post, link into it from the pillar page that supports this subtopic. Find the point in your pillar page that introduces this blog’s subtopic, and link it here.
By connecting both the pillar and the cluster in this way, you’re telling Google there’s a relationship between the long-tail keyword and the overarching topic you’re trying to rank for.
5. Blog every week to develop page authority.
Not every blog post or web page you write needs to belong to a topic cluster. There’s also value in writing about tangential topics your customers care about in order to give your website authority in the eyes of Google. This will cue Google to pay extra attention your domain as you add content to your primary topics.
With that in mind, make a point to blog at least once a week. Remember, you are blogging primarily for your audience, not the search engines. Write about things your audience and/or prospects are interested in, make sure you’re including relevant keywords where appropriate, and your audience will slowly start to notice and click.
Keep in mind that each topic won’t be equal in importance, and as your clusters get off the ground, you’ll need to prioritize based on your company’s needs. So, create a list of all the different web pages you would like to create and rank them. Then, develop a schedule and devise a plan of attack to get those pages built.
Keep your list updated and prioritized by what web pages will help you to best achieve your business goals.
6. Create a link-building plan.
The topic cluster model is your way forward in SEO this year, but it’s not the only way to get your website content to rank higher once it’s been created.
Our first five steps were dedicated to on-page SEO tactics. Link-building is the primary objective of off-page SEO, and is also a huge factor in how search engines rank your web pages. What is link-building? Glad you asked.
Link-building is the process of attracting inbound links (also called “backlinks”) to your website from elsewhere on the web. As a general rule, the more page authority the origin website has, the bigger affect it will have on the rank of the web page to which it is linking.
Dedicate some time to brainstorm all the different ways you can attract inbound links to your website. Start small –- maybe share your links with other local businesses in exchange for links to their sites. Write a few blog posts and share them on Twitter, Facebook, Google+, and LinkedIn. Consider approaching other bloggers for guest blogging opportunities through which you can link back to your website.
Another great way to attract inbound links is to use your blog to post articles related to current events or news. That way, you have shot of getting linked to from an industry influencer or other bloggers in your industry.
7. Compress all media before putting it on your website.
This is a small but important step in the SEO process. As your blog or website grows, you’ll undoubtedly have more images, videos, and related media to host there. These visual assets can help retain your visitors’ attention, but it’s easy to forget these assets are still technically computer files — and computer files have file sizes.
As a general rule, the bigger the file size, the harder it is for an internet browser to render your website. And it just so happens that page speed is one of the most important ranking factors when search engines decide where to place your content in its index.
So, the smaller the file size, the faster your website will load, and the higher you can rank on Google as a result. But how do you shrink a file size once it’s on your computer?
If you’re looking to upload an image to a blog post, for example, examine the file for its file size first. If it’s anywhere in megabyte (MB) territory, even just 1 MB, it’s a good idea to use an image compression tool to reduce the file size before uploading it to your blog. Sites like TinyPNG make it easy to compress images in bulk, while Google’s very own Squoosh has been known to shrink image file sizes to microscopic levels.
Ultimately, keeping your files in the kilobytes (KB) can sufficiently protect your website’s page speed.
Be careful when compressing your images, and check the file’s actual size once you export it back to your computer. While some tools might not be true to the size it shows you, others can sacrifice some image quality when compressing the artwork.
8. Stay current on SEO news & practices.
Like the overall marketing landscape, the search engine space is ever-evolving. Staying on top of current trends and best practices is a difficult task, but there are multiple online resources that can make it easy for you to stay on top of SEO news and changes that may impact your website and your SEO strategy.
Here are a few resources to check out:
9. Measure and track your content’s success.
SEO can take a lot of time and effort. What good is spending all this time and effort if you can’t see the fruits of your labor? There are many metrics you can track on a daily, weekly, or monthly basis to keep your SEO plan on track and measure your success.
Because the metric you care about is organic traffic (traffic that comes from a given search engine), seek out a tool that allows you to track both your overall organic traffic number and how your pages are ranking under each long-tail keyword your pages are targeting. SEMrush is a great reporting tool for just this purpose.
Create a monthly dashboard using Excel, Google Sheets, or a web analytics package so you can monitor how much traffic comes to your website from organic search.
Also, tracking indexed pages, leads, ROI, inbound links, keywords, and your actual ranking on SERPs (search engine results pages) can help you recognize your success as well as identify areas of opportunity.
Once you create your monthly SEO plan, you should also build a process to continue to optimizing it to fit new intent and keywords. Here are a few steps you can take.
1. Historically optimize your content.
Devote some time each month to updating old blog posts with new and up to date information so it continues to rank in SERPs. You can also use this time to add any SEO optimization that wasn’t in the original post, such as missing alt text.
2. Look out for changing keywords and new search intent.
After a few months, track where your blog posts are ranking and which keywords they’re ranking for. This can help you adjust subheads or text to leverage that new keyword ranking.
3. Add more editorial value to your old content.
Sometimes, you’ll find that a post is completely out of date. In this scenario, you should go beyond the average SEO update and give it a full refresher. You can do this by updating out of date information or stats, adding new sections that add depth to the post, or adding quotes or original data that can make the post gain more referral traffic.
4. Note new content and updates aimed at SEO in a monthly content plan.
To keep up with your SEO strategy, it can be helpful to create and refine a monthly content strategy. Then put your content plan into a spreadsheet or document that your team can monitor and track easily.
Below is an example of a content monthly content planning process that takes the steps above into account.
With a monthly SEO plan like the one above, plus a tracking document like a search insights report, you can build out and execute on an efficient SEO strategy. You can also identify and leverage low-hanging-fruit topics to discuss related to your industry.
To learn more about SEO, check out our Ultimate Guide to SEO
Editor’s Note: This blog post was originally published in April 2019 but was updated in March 2020 for consistency and freshness.
Thank you for reading.
This may be of some interest.
Get ready to storm Area 51 all over again — Alienstock is coming back for round two.
Hopefully, at least.
The Little A’Le’Inn in Rachel, Nevada announced “Rachel Alienstock 2020” on its website recently. Aside from dates announced — Sept. 10, 11, and 12 — there are no other details. The “clickable link” is only an email address.
The Little A’Le’Inn, a small motel near the back gate to Area 51, hosted one of three alien-themed festivals inspired by the “Storm Area 51: They Can’t Stop All Of Us” Facebook page meme last year. Read more…
Thank you for reading.
This may be of some interest.
The eighth Democratic primary debate will be held at St. Anselm College in Manchester, New Hampshire.
Okay, so it hasn’t been the best week for Democrats. After the debacle in Iowa on Tuesday and the failed impeachment vote on Wednesday, it seems the only thing left to do is continue the march toward November and the 2020 presidential election. That march will resume tonight (Friday, February 7) with the eighth Democratic primary debate—which will be held at St. Anselm College in Manchester, New Hampshire, ahead of that state’s primary next Tuesday. Seven candidates have qualified to participate, meaning the stage will be considerably less crowded than it has been at past debates.
Thank you for reading.
This may be of some interest.
You don’t need to cut out food to feel better. Just focus on the ones that are right for you.
“Lose weight,” “eat less junk food,” and “stick to a diet” top plenty of New Year’s resolution lists, but many experts say that these goals may set unrealistic expectations and set you up for failure before February even hits. Instead, doctors and registered dietician say that a more sustainable approach to managing weight, feeling good, and changing eating habits is to focus on identifying which foods nourish your body and give you the proper fuel you need to live a great life. So to jumpstart 2020, we rounded up some of the best products to help you eat well and feel your very best.
Thank you for reading.
This may be of some interest.
As people spend more and more time online, the role of the web designer has become increasingly crucial.
As a web designer, it’s your job to stay on top of new techniques, technologies, and tricks that continue to emerge at a phenomenal rate. Additionally, you also need to run your business — including finding clients, filing accounts, and potentially hiring and managing staff.
Whether you’re a web designer or considering hiring one for your company, it’s critical you know about the current challenges and opportunities in the web design industry.
Here, we’ll cover some of the most essential web design stats for 2020 from Sitejet’s new State of Web Design survey for 2020 and beyond.
Biggest Challenges & Pain Points
We’ve touched on it already, but when it comes to daily challenges, customer acquisition is far and away the most commonly cited pain point.
In fact, nearly half of web designers say that, more than any other aspect of their job, they find it hard to discover new clients.
The next most commonly cited pain point was profitability and pricing, while other responses such as keeping up with industry standards (10%), time management (8%), difficult clients (7%), and team management (2%) lagged way behind.
Things Web Designers Love
Unsurprisingly, when asked about their favorite parts of web design, the overwhelming majority focused on the creative process.
The actual process of building beautiful websites is what attracts most people into the profession, and it seems fair to say that it’s what keeps them motivated years later.
Things Web Designers Dislike
When asked what they dislike about the web design process, customer acquisition was again the most common reply. This was followed up by just under one in four web designers who say that managing the business is their least favorite part of the job.
These results, when evaluated together, tell us that web designers tend to enjoy the creative parts of the role, but are forced to reluctantly take up the ‘other bits’ such as marketing and management, to help facilitate what they really love to do.
How long does it take to create a website from scratch?
In essence, the ‘product’ that web designers sell is their time. And, since so many cite concerns over profitability in pricing, it’s interesting to consider how many hours it actually takes to build a website with modern tools and technology.
The results here could hardly be more evenly split, with a wide and varied response. Incredibly, while one in five web designers say they typically build websites in 10 hours or less, one in 10 told us they take 61 hours or more.
However, the majority (60%) of respondents settled around the mid-range, between 11-20 (31%) and 21-40 hours (29%).
How often do web designers update their clients’ sites?
In the words of Leonardo da Vinci, “Art is never finished — only abandoned.” That’s the case with great websites, too. After those hours invested in the initial build, web designers often have to continue running and managing their clients’ websites, actioning changes, communicating with clients, and generally keeping the websites they build fresh and up-to-date.
In fact, only 11% of web designers say their clients have the ability to update their own websites once built.
When asked how often they typically have to update their clients’ websites, the numbers again vary wildly. However, more than seven in 10 web designers say it’s at least quarterly, with the most commonly cited response (30%) claiming that they typically update client websites on a monthly basis.
How do web designers communicate with their clients?
For around 90% of web designers, there’s some element of ongoing client communication and collaboration. How is that managed?
The research suggests that the vast majority of client communication takes place via email, which is used by 96% of web designers. 83% supplement that with phone or video calls, while the numbers for SMS (29%), project management systems (15%), file transfer tools (15%) design platforms (14%) and Slack (13%) lag way behind.
When we asked web designers to just select the main communication channel they used, around three-quarters chose email, followed by 16% who selected phone.
In short, there seems to be a huge reliance on email.
How do web designers get new clients?
Ultimately, customer acquisition is a major challenge cited by a huge number of web designers.
It’s interesting, then, to consider which channels they feel are most effective at bringing them new business.
runaway leader here is word-of-mouth marketing, cited by 71% of respondents as being their number one channel for finding new clients.
Others have dabbled in content marketing and SEO (6%), social tools like Facebook (3%) and LinkedIn (1%), and email marketing (4%) but these are comparatively small numbers.
How do consumers browse the web?
The Sitejet study didn’t just quiz web designers about their daily work. It also asked for the thoughts and opinions of the everyday web consumer.
We all know that mobile browsing is a big deal, but, interestingly, it feels like rumors of the death of desktop have been greatly exaggerated. When asked how respondents mainly browse the web, over 70% of respondents told us they mainly browse on desktop.
Of course, that’s not to say that they don’t also browse on mobile — but with so many people browsing mainly on desktop, it’s important to not put all your eggs into one basket.
The importance of usability …
Usability is one of the big buzzwords in modern web design and it’s unsurprising that it seems to have such a big effect on website users. This mainly applies to responsiveness, design quality, and load speed.
We found that:
- 93% of people have left a website because it didn’t display properly on their device.
- 90% of people have left a website because it was badly designed.
- 93% of people have left because a website didn’t load quickly enough.
Ultimately, these results demonstrate the critical importance of usability for any website’s long-term success.
In summary …
That’s a lot of numbers, right? Here are the key takeaways:
- Web designers are ‘reluctant administrators’ who love to create – much more than they love to manage and market their businesses!
- There’s an insanely wide variance in how much work is involved in creating and managing websites, and it’s difficult to shake the feeling that a lot of web designers are spending way longer than they need to on their work. This potentially explains why around a quarter of web designers struggle with profitability and pricing.
- Email, for all its faults, remains THE dominant communication channel for web designers to work with their clients.
- Desktop browsing is far from dead, with a size-able chunk of the online population still browsing mainly on desktop, rather than mobile or tablet.
- Tolerance for shabby design, sluggish performance or unresponsive design is at an all time low, with more than 9 out of 10 people admitting they won’t hang around on a website that doesn’t tick these boxes.
Thank you for reading.
This may be of some interest.
In June the 2019 Cannes Lions International Festival of Creativity brought together some of the world’s savviest B2B marketers, brands, and other creative professionals.
From Nike, IKEA, and Visa to Tommy Hilfiger, Microsoft and Target, strong brands and the marketers behind them were involved at Cannes, and the trends they gathered to explore will play a part in shaping how B2B marketers focus their efforts in the months and years ahead.
Here’s a run-down of some of the top B2B marketing and other revelations from this year’s Cannes, and what they’ll mean for your business in 2020 and beyond.
1 — Cannes B2B Marketing Brand Engagement Take-Aways
One running theme at Cannes this year was centered around being mindful of your brand’s purpose, and how it will be especially important when it comes time to meet your audience’s needs and make the greatest impact.
Being a change-maker brand comes from honing in on consumer desires, so listen to the signals coming from the online platforms where your customers and potential clients spend the majority of their time.
Don’t entirely eschew machine learning when it comes to your data, but build brand trust by ensuring that appropriate and responsible humans have data oversight.
Look to feed off competitive momentum and focus conversations and cultural discussions using creativity, and keep it sincere when it comes to brand activism, while avoiding all hints of opportunism, many at Cannes urged.
Brand engagement, especially through influencer marketing, has been the focus of several recent articles we’ve published, including these:
- Hitting Your Target: Why Account-Based Marketing and Influencers Are the Perfect Match
- 11 Qualities You Should be Looking for to Find Your B2B Influencer Match
- 7 Top B2B Influencer Marketing Trends for 2020
2 — Cannes B2B Marketing Consumer Journey Take-Aways
Dig in and embrace the sometimes-messy digital world where your potential customers interact, by communicating with them and taking the time to learn about their lives through what they’re posting online, because cold and impersonal data can only get you so far in the customer journey.
These raw and real connections can unite and forge new relationships in ways that polished marketing campaigns sometimes just can’t, and some of the winners at Cannes showed examples of building these types of connections.
Build strong brand value while also allowing customers to take the wheel, nurture the connections your brand makes, and don’t be afraid to build strong creative partnerships in your efforts.
Valuing the participation of consumers while also standing by your brand’s values were among the trends explored during Cannes this year.
Strive to build a seamless voice search approach that meshes with the values and messaging of your brand or that of your client, as sound is the newest frontier for B2B marketers.
We’re written about smart search recently, including in these helpful articles:
- Hey Alexa: How Do I Bake Voice Search Into My B2B Marketing Strategy?
- How B2B Marketers Can Win at Search with Best Answer Content
- Optimize Your B2B Content Performance with an SEO Audit
[bctt tweet=”“We’re very good at doing marketing on screens. We’re not as good at audio only.” — Bessie Lee, Founder and CEO, Withinlink” username=”toprank”]
3 — Cannes B2B Marketing Diversity Take-Aways
Cannes made efforts to find and highlight the areas in marketing where diversity continues to be lacking, led by people over 50 and those who are differently-abled, and spent considerable time exploring how setting aside fear and risk can lead to huge economic and strategic opportunities.
Going beyond hiring, diversity should move towards being more of a core piece of a brand’s values, some of those gathered at Cannes noted.
Adding diversity key performance indicators (KPIs) to existing performance metrics would go a long way towards making inclusiveness an important part of opportunity pipelines, and ultimately bottom lines, it was noted during Cannes.
4 — Cannes B2B Marketing Long-Term Planning Take-Aways
Connections coming from unexpected places and new experiences are poised to change how B2B marketers expand beyond traditional sources, and an emphasis on the power of creativity to strengthen organizations was made at Cannes.
Brands and how they reflect culture at large will become more of a joint initiative at successful firms and in strong marketing efforts, especially in creative campaigns.
Cannes showed that creativity will likely thrive in the coming year, even more-so when it’s increasingly expressed as a team effort, done in what some gathered for the week called real-time branding, with all involved having a creative stake in new marketing initiatives.
Having a relevant and flexible B2B marketing strategy, and building innovative creative methods whether working solo or with an agency, were also take-aways from Cannes this year.
We’ve explored both long-term planning and the question of when is the right time to partner with an agency, in recent articles such as these:
- How to Boost Your Content Marketing Efforts By Planning Ahead
- 5 Marvelous B2B Content Marketing Lessons From Mrs. Maisel
- How to Choose a B2B Marketing Agency that Can Evolve with Your Needs
[bctt tweet=”“The value of agency creative is $10 Billion.” — Jay Pattisall, Forrester @jaypattisall” username=”toprank”]
5 — Cannes B2B Marketing Storytelling Take-Aways
At Cannes a more transformational flavor of storytelling was seen as coming down the pike, one that will help evolve the narrative with more levels of both client and customer experience, all combining to bring better communication to consumers.
Rapidly-expanding digital technologies and more data than ever present challenges, but also massive opportunities, especially when the two combine to help creative storytelling efforts that help drive B2B marketing efforts.
Creating compelling narratives and delivering them in new and relevant ways will play a factor in marketing in 2020 and beyond, and firms utilizing solely technology to overcome marketing barriers may be left behind.
Learning to better recognize the people behind the data and the numbers was also seen as a key trend at Cannes, along with greater incorporation of empathy and intuition in marketing processes.
Neuroaesthetics and an evolving method of storytelling that is always-on will expand on traditional forms of narratives that have been largely limited to a beginning, middle, and end.
Micro-storytelling efforts will also help brands shows that they are listening, and encourage consumers to create and share their own stories.
A few of our helpful looks at storytelling in marketing are these:
- Once Upon a Time: Storytelling in Today’s B2B Content Marketing Landscape
- Be Like Honest Abe: How Content Marketers Can Build Trust Through Storytelling
- 6 Ways to Bring More Boom! & Less Boring to Your B2B
6 — Cannes Trust in B2B Marketing Take-Aways
We’ve focused more than ever on trust in marketing over the past year at TopRank Marketing, with pieces such as these:
- The B2B Marketing Funnel is Dead: Say Hello to the Trust Funnel
- Trust Fractures: How to Avoid Accidentally Eroding Your Brand’s Credibility
- Trust Factors: The (In)Credible Impact of B2B Influencer Marketing
At Cannes the power of trust played a major role this year, and how to regain it using transparency, authenticity, and empathy, after being compromised over the past several years in the eyes of many.
A theme that resonated throughout the week was that nothing secures a relationship as powerfully as trust, which is the cornerstone of any long-term partnership.
Trust in platforms and technology were also at the forefront on Cannes this year, and admonitions to shift to marketing strategies that are more real, open, transparent, and true were common themes for rebuilding broken trust.
[bctt tweet=”As the old adage goes: Trust is gained in drops and lost in buckets. #B2BMarketing #trust” username=”toprank”]
Building on Marketing Lessons From Cannes
These six major theme take-aways in the areas of brand engagement, customer journeys, diversity, long-term planning, storytelling and trust from this year’s Cannes can play a part in your own B2B marketing strategy as we head ever-closer to 2020.
You can also learn more by joining us at upcoming speaking events and conferences. Our CEO Lee Odden will be speaking at Content Marketing World this fall, where on September 3 he’ll be presenting “How to Develop a B2B Influencer Marketing Program That Actually Works” with Amisha Gandhi of SAP, and a solo session on September 4 exploring “Content Marketing Fitness – 10 Exercises to Build Your Marketing Beach Body.”
Our Senior Director of Digital Strategy Ashley Zeckman will also be speaking at Content Marketing World, in “Guardians of Content Vol 1: How to Scale B2B Influencer Content to Save the Galaxy.”
Thank you for reading.
This may be of some interest.
Donald Trump is seeking re-election in 2020, and in case you had any doubts he tweeted a painfully bizarre hype video to confirm.
The two-minute-long video displays the words “First they ignore you, then they laugh at you, then they call you racist. Donald J. Trump. Your vote proved them all wrong.”
It’s also set to music from The Dark Knight Rises? OK!
The video features dramatic music and clips from Trump’s time in office, along with footage of Barack Obama, Bill and Hillary Clinton, Rosie O’Donnell, Bryan Cranston, Amy Schumer, Kim Jong-un, and more. Why? Unclear!
Thank you for reading.