Industry Focus for Friday, August 5, 2022
Don’t say we didn’t warn you. We’re obsessed with building our knowledge base and putting it to work, which is why it’s only fitting that this week’s marketing trends blog focuses on understanding insights, uncovering how things work, and diving into machine learning.
Our devotion to getting smarter every day shows up in all the acts of digital marketing we commit – and these five articles from our favorite resources contribute to our skills.
“Content Marketing Metrics & Analytics: 5 Types of Data Insights,” by Lemuel Park in Search Engine Journal
To be good at their jobs, content marketers have to understand data and analysis. When they do, they can write relevant and engaging content that ranks highly in the SERPs. They’ll also be able to keep up in the ever-changing digital marketing industry. Park posits that content marketers should have a strong understanding of industry trend projections; engagement by content trend and category; on-site behavior and experience; data, content, customer profiles, and segmentation; and data and content performance in search engines. Great news for iFocus clients: our content team works hard to stay atop the latest industry trends and Google algorithm changes to help you connect with your audience through on-page copy.
-Submitted by William White, Account Coordinator
“21 PPC Lessons Learned in the Age of Machine Learning Automation,” by Adam Proehl in Search Engine Land
We love a list about marketing strategy. This 21-pointer compiles important knowledge for pay-per-click advertising, including tactical, strategic, and mindset lessons. The 10-percent rule of experimentation, which states that marketers should devote 10 percent of their management efforts to trying something new, is meaningful to us. It’s how our digital marketing strategies stay fresh.
-Submitted by Ryann Rinker, Agency Account Manager Team Lead
“Tips for Leveraging the Power of Voice Search Optimization,” by Brian Frederick in Search Engine Journal
With an estimated 8 billion voice assistants worldwide by 2024, businesses need to start working on voice search optimization now. Voice search is pretty great because it improves accessibility, but it requires serious UX polishing for it to work properly. To develop your voice-search strategy, consider content for screen-first devices (like smartphones) and voice-first devices (like smart speakers). Let iFocus help you inject conversational tone – and keep professionalism – in your website and blog content.
-Submitted by Jaron Thompson, Account Manager
“Four Problems AI Writing Tools Create, But Can’t Fix,” in Mind Matters News
Our copywriting team is too skilled to let a little artificial intelligence shake our confidence. But we admit it was pretty satisfying reading about why AI writing tools just don’t work for marketing – at least not yet. A human touch is necessary to avoid duplicating embarrassing errors from across the ‘net and to add a little human warmth to your messaging. You’ll pry our keyboards out of our cold, dead hands!
-Submitted by Brandon Tietz, Senior Digital Copywriter and Definitely Not a Robot
“How Do Retargeting Ads Work, Anyway?” by Brooke Osmundson in Search Engine Journal
Retargeting is a paid ad category that our clients have a lot of questions about. Retargeting feels very big-brothery, yes, but it’s an effective way to keep your brand or product top-of-mind as your potential clients surf the internet. We love this piece in Search Engine Journal because it outlines exactly how retargeting works in an easily digestible way. If you’ve ever had questions about retargeting that you were too afraid to ask, here’s your chance to get answers. (And don’t hesitate to ask your account manager at iFocus, too. We love helping our clients, and there’s no such thing as a silly question).
-Submitted by Meagan Sanchez, Account Coordinator
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