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A solid lead generation strategy does both, Craig Rosenberg, author of the blog Funnelholic, told me. The appetite for content online is insatiable so marketers would be wise to indulge the public with registration-free content, Craig says. “I do believe that if people are addicted to content without the reg-path and you path stuff, it better be remarkable.” Rosenberg says the “vast majority” of your marketing funnel should be free without asking potential clients for personal info. Save the registration forms for further down the funnel where more research-heavy content like whitepapers resides.

Chris Jablonski, author Emerging Tech blog on ZDNet, who provided the following formula: 10% to 20% fully gated content, 20% to 30% name and email only, and 50% to 70% completely free.

Marketing was built on Madison Avenue. It was built in a very specific era, marked by very specific limitations.

But, executing marketing in campaigns is suboptimal for a few reasons: It’s not focused on building audience/brand/love. It’s focused on “here’s what we’re going to say this month.” It implies that marketing has an end. It doesn’t. You never finish marketing, even if your campaign is “done”. It perpetuates the fallacy that marketing is the same as advertising. (Keep reading.) It creates bigger than necessary batch sizes.

Three main factors determine what you see in your Instagram feed:Interest: How much Instagram predicts you’ll care about a post, with higher ranking for what matters to you, determined by past behavior on similar content and potentially machine vision analyzing the actual content of the post.Recency: How recently the post was shared, with prioritization for timely posts over weeks-old ones.Relationship: How close you are to the person who shared it, with higher ranking for people you’ve interacted with a lot in the past on Instagram, such as by commenting on their posts or being tagged together in photos.

eyond those core factors, three additional signals that influence rankings are:Frequency: How often you open Instagram, as it will try to show you the best posts since your last visit.Following: If you follow a lot of people, Instagram will be picking from a wider breadth of authors so you might see less of any specific person.Usage: How long you spend on Instagram determines if you’re just seeing the best posts during short sessions, or it’s digging deeper into its catalog if you spend more total time browsing.

Instagram is not at this time considering an option to see the old reverse chronological feed because it doesn’t want to add more complexity (users might forget what feed they’re set to), but it is listening to users who dislike the algorithm.Instagram does not hide posts in the feed, and you’ll see everything posted by everyone you follow if you keep scrolling.Feed ranking does not favor the photo or video format universally, but people’s feeds are tuned based on what kind of content they engage with, so if you never stop to watch videos you might see fewer of them.Instagram’s feed doesn’t favor users who use Stories, Live, or other special features of the app.Instagram doesn’t downrank users for posting too frequently or for other specific behaviors, but it might swap in other content in between someone’s if they rapid-fire separate posts.Instagram doesn’t give extra feed presence to personal accounts or business accounts, so switching won’t help your reach.Shadowbanning is not a real thing, and Instagram says it doesn’t hide people’s content for posting too many hashtags or taking other actions.

Seeking questions ask for product-specific use cases, and look for facts rather than opinions. “Does this hotel offer free wifi?”

Our study found that most questions asked in automotive (81%), travel (79%), and consumer electronics (79%) were seeking questions.

Samsung reps answer shopper questions on retailer sites under the moniker “Mr. Samsung,” and find that questions reveal large gaps in product information: 91% of the content they provide in answers is not already on the site.

Edit one or more of your listings’ data at once Search through your listings, filtering by specific information or for listings with errors Upload new listings using a data file or by adding them individually within the interface Tell us how we can improve this new interface by clicking the “Give Feedback” link

American Express cardmembers and merchants can register to use the platform on a first-come, first-serve basis and also receive $100 in advertising credits to put toward bidding on promoted tweets and promoted accounts

The company is also focused on reaching the market for its political ad products and scaling its international ad offerings.

(Twitter currently allows for city-level targeting at its most specific.)

doom and gloom hasn’t made it to Madison Avenue, where Twitter is more valuable than ever. The biggest reason is that unlike Wall Street and Silicon Valley, advertisers and agencies don’t expect Twitter to be Facebook. In fact, they’re thrilled it isn’t.

This is where one of the big Silicon Valley-Madison Avenue divides comes into play. In the Valley, everything is about scale. Big numbers are everything. But advertisers have plenty of scale options. What they’re looking for is different tools that help it solve specific problems for clients. Twitter, even with its small reach compared to Facebook, can do things Facebook cannot.

“Twitter has a more intellectually engaged audience,” Huge’s vp of user experience Jessica L’Esperance said. “It’s niche, which is why it’s powerful.”

The video ads, which the company says are still being tested to a limited number of users, will start playing automatically as users scroll through their news feed, the central real estate in Facebook's desktop and mobile platforms. They will initially play without sound; users can stop the ad by scrolling past it in the news feed.

In a November survey of 735 Facebook users by global marketing consultancy Analytic Partners, 83% of users said they would find video ads "intrusive" and would likely "ignore" them.

Subway was among the companies that placed ads containing video that users had to start manually. Mr. Pace of Subway said roughly 88 million people saw the ad and "millions" of people clicked on it. "It worked pretty darn well," he added.

“[Marketers'] prioritization of images and hashtags over targeting specific audiences is completely backwards, and may reflect a more troubling lack of understanding about basic social media strategy,” she says. “How do you know which images are going to resonate with your audience if you don’t know who your audience is?”

Strauss identified that a sizable number of marketers “are using social channels in a non-useful manner: posting randomly, without a goal and without a true understanding of what can be accomplished on any particular social channel.”

If social content is to help your business, it’s important to post frequently and consistently. Thirty percent of managers post less than once a day, or they don’t have a schedule at all, leaving them outpaced by more productive users.

Deep linking, in simplest terms, is the ability to link to a specific page inside an app. It’s very much like a Web URL. Each app has its own structure.

, iOS 9 will also introduce a seamless in-app search experience, and according to Apple, “improve its discoverability by displaying your content when users search across the system and on the Web.”

developers will be required to add code to their markup to allow their app content to be found in Spotlight search, and even more language to facilitate their Web URLs to seamlessly open app content

the need for “an algorithm that delivers the depth and breadth of the content we have on a specific topic and then eventually as it relates to people,” he added.

This is related to Twitter’s larger aim to better organize its content—to separate the interesting and timely tweets from the noise. Twitter has already begun tweaking the timeline where tweets appear—most notably (and controversially), by introducing tweets from accounts users haven’t chosen to follow.

Costolo said that the favorited tweets by other users show up when the user pulls to refresh their timelines twice and Twitter has no new content to show both times.

#1 – Results are not immediate I call this the “seven week itch”. One thing that’s consistent with tech startups working with PR agencies or consultants for the first time is how antsy they tend to get before they start to see results

Here’s the mantra for Slow PR: Good results take time, require solid messaging groundwork and need a strong fostering of your media network. There are exceptions, but for the most part, solid, sustainable media results require a foundation that needs to be built.

If you have a new app and you want a review from a strong critic, make sure that the app is ready for that level of scrutiny.

86 percent of marketers say they will own the end-to-end customer experience by 2020. To accomplish this, the report found that marketing leaders must have a single view of the customer that allows them to engage in two-way, personalized conversations across technologies, locations, and physical objects.

Marketing complexity is growing: More than half of respondents believe the accelerating pace of technological change, mobile lifestyles, and an explosion of potential marketing channels via the Internet of Things (IoT) will change the field the most by 2020. This is driven by the billions of possible interactions these channels will create between a company and its customers.

The top marketing channels are those that can be personalized: The top channels to the customer in 2020 will be social media (63% of respondents), the World Wide Web (53%), mobile apps (47%), and mobile web (46%).

We are now going further in our efforts to limit low-quality ads on our platforms by disapproving more of them and reducing distribution for more ads in our auction."

1. Engagement bait These are your typical 'like and share' posts, re-purposed as ads. Facebook has specific rules against using such methods in contests, but they also don't like them in promotions.

2. Withholding information Facebook also dislikes ads which lure clicks by alluding to the full detail of the post without being clear on what that detail actually is.

The primary reason we’ve seen our best open rate climb ever upwards has been an ever-increasing focus on list hygiene.

It’s natural that curiosity-based subject lines would become more powerful as the inbox gets more crowded.

Scarcity, on the other hand, is a powerful tool but is best used conservatively as its impact diminishes the more it’s put into play. And while scarcity is a great driver of sales, it is often less effective at driving your overall open rate up.

as Page reach and engagement continues to dip for brands, Facebook has made some updates to help deliver value to businesses through Pages beyond just News Feed distribution.

Facebook Page is becoming more like a website for your business — a destination people will come to when they want information, or even make a purchase or booking, as well as a place to engage with great content.

Facebook has made it easier for people to recommend your business by bringing Recommendations to your Page. As shared by Facebook: People will now be able to post a Recommendation for your business including text, photos and tags directly on your Page. And Recommendations will also help you reach people while they’re searching for or talking about your business.

The company is relaunching Groups by rolling it into its main app by the end of the month after quietly pulling the standalone app earlier this year, and it will be streamlining the service by cutting out several features, including an ability for Group administrators to pre-moderate comments; and a way to email send Group posts as emails to the whole group, while also adding in new features like threaded replies and the ability to post video and other media.

Almost exactly a year ago, Facebook announced that it too was killing off its Groups app so that it could integrate the feature closer with the core app experience. In both the case of LinkedIn and Facebook, the idea is somewhat the same: while we have our wider networks of friends and Pages that we follow on both platforms, sometimes there is value in communities that are focused around more specific interests, and ultimately, that might turn out to be the lever that brings more people in and out of using the main service.

conversations taking place in Groups will now appear in-stream on the LinkedIn feed, rather than in a separate tab. When group members are replying to posts, there will now be threaded replies, which will let people respond directly to comments within the thread.

Personalization is shown to increase open rates for most users, and may work well when combined with targeted automations such as birthday deals and post-purchase follow-ups.

try to communicate the benefits of your promotions, or call attention to specific deals.

Subject line researcher shows you the effectiveness of different keywords. Search for a word or phrase, and we'll compare your terms to all subject lines ever sent through MailChimp. Then we'll list related terms and phrases, and use a 5-star rating system to show you how each one performed.

more than 90% of PR executives believe that the distribution of fake news and the purposeful distortion of truth are the biggest ethical threats we face in the future. Defense of malicious behavior and lack of corporate transparency were cited by over 80% of the respondents.

Today, earned media – pitching and placing stories through work with journalists and influencers — remains the dominant source (50%) of revenue for PR agencies. It’s predicted to drop to 37% over the next 5 years, with shared (23%), owned (23%) and paid media (17%) picking up the difference.

nearly two-thirds (64%) of PR professionals think that in five years the average person won’t be able to distinguish whether the information they consume comes from paid, earned, shared or owned sources.