For years, bloggers were told that the key to a successful blog was a steady stream of content. So people created detailed content calendars and hopped on the content marketing treadmill. Many organizations are still on that treadmill, scrambling to crank out anywhere from one to several blog posts every [...]
A decade ago, reading email on your phone would have been considered a luxury. The iPhone just hadn’t been out for very long, and smartphones were far from ubiquitous. But today, depending on your industry and audience, 85 percent or more of the people you are trying to reach might [...]
Test. Measure. Change. For digital marketers, that’s an endless cycle. We create variations of every ad, email, headline, and landing page, measure how our audience interacts with them, and then choose the versions that deliver the best results. But a single A/B test isn’t enough to create trends or make [...]
Creating videos is expensive. Even relatively low quality videos can take up a ton of time and resources to produce. A high-quality video could take weeks or even months of time from producers, directors, camera crew, editors, motion graphic artists, and actors, not to mention the costly equipment and software [...]
While most other forms of advertising disrupt a consumer’s reading or viewing experience in some way (like a forced a commercial break or a popup ad), native ads are designed to imitate the natural ways people expect to find content. Native ads blend in with the sites, apps, and platforms [...]
Most people don’t go into the holiday season knowing exactly what they’re going to buy. But they do plan to spend money. A lot of it. In 2017, the average US consumer expected to spend more than $900. And they’re more generous during this time of year, too. Where that [...]
Facebook’s video ad specifications aren’t all that helpful when you’re trying to decide how long to make your ad. The minimum is one second. The maximum is 240 minutes. Your ad could be longer than The Lord of the Rings: The Two Towers Extended Edition (235 minutes) and still fit [...]
When your ads aren’t getting results, there are a lot of things that could be going on. Maybe you’ve targeted the wrong audience. Maybe your message is off—or too hard to understand. Maybe it’s just not visually appealing, or your images are competing with your message. A lot of issues [...]
The average goldfish has a nine-second attention span. The average Internet user has an eight-second attention span. That’s what your marketing is up against every time someone hits your landing page or opens your email. Your readers are literally less attentive than a goldfish. That’s not a criticism of how [...]
It’s a lot easier to be confident in your ideas when you can say, “We tested it. This messaging outperformed the others. This design increased conversions. This title got the most clicks.” A/B testing is a practice every marketing team should have in their toolkit. But while the concept is [...]