Content Marketing

Danny Sullivan, founding editor of Marketing Land and Search Engine Land, recently tweeted a picture of an old Web Trends CD. Web Trends is the precursor to Google Analytics, and Danny marveled at the old software and its outdated physical disc delivery method. Danny’s nostalgia serves as a good reminder of how far we’ve come in digital marketing in terms of the scope and breadth of data now available to the modern marketer. From web to social to search and beyond, the data and its uses are limited only by the imagination.

As consumers continue to seek convenience and instant gratification via mobile devices, retailers are challenged with thinking about new ways to generate customer interest and loyalty. To develop insights in these areas, Synchrony Financial recently tracked existing and emerging trends impacting both the retail and mobile payments space and published them in a new report. The report…

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Fanatics, an e-commerce licensed sports gear retailer, leveraged user-generated content (UGC) in its first-ever national advertising campaign. The “Love Never Loses” campaign debuted on Wednesday night on ESPN during the ESPY Awards and featured three 30-second commercials. The commercials feature videos submitted by real fans showing the different ways people show support for their favorite…

In 1997, Bill Gates famously said "content is king." Now, almost 20 years later, the digital marketing world is still scrambling to fulfill this promise, as it shifts its focus to what consumers really want from brands: engagement. Brands are spending billions to create unique content for their marketing efforts, everything from social media channels,…

We’ll share a series of techniques that have proven to deliver double-digit search traffic improvements and increased conversions.

In today’s highly competitive environment, it's exceedingly difficult for retailers to differentiate themselves enough to win one trip from shoppers, let alone earn their long-term loyalty. Successful retailers have aimed their focus at consumers, finding unique ways to not only deliver incentives to bring them to the store, but also to interact and build relationships…

Major brands are all trying to determine the impact of increasing digital maturity on their business models and developing the right forward looking digital transformation strategy. Yet, despite making significant investment in time and resources, retailers are still faced with distracted consumers who don’t respond positively to their message.

When Instagram’s move from a chronological feed to an algorithm-based feed was announced in March, it caused an eruption of discontent within the community. Users and marketers alike felt that the algorithm would mean the end of organic reach on Instagram and content wouldn't be seen. For retailers, Instagram was a great (and mostly free)…

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