📝 From The Blogs
Benji and Davesh usually post about content marketing, but they took the time to write an exceptionally thoughtful post on positioning. I don't know about you, but positioning can seem like pandora's box sometimes. Don't you just have to do some competitor comparisons and weave in some passive aggressive stabs to your competitors in your messaging? Nope. Positioning is the driving force for how you speak to your customers. Are you spinning your wheels with product-market fit?
Drift positions itself as the conversational marketing platform rather than just another marketing automation product. Gainsight sparked the customer success movement at a time when nobody knew what customer success was. Hubspot coined the term inbound marketing, rather than being yet another CRM. Positioning is one of the hardest parts of marketing. I remember when we, at Cordial, tried to position ourselves as an "adaptive messaging platform." All we got were blank stares and tilted heads. But when done right, category creation is powerful.
You got visitors. You got pageviews. You got shares. But did anyone actually read what you wrote? Well, you can actually measure and prove if they did. Especially for the proving the value of content marketing, it's important to measure the consumption level of your readers. Are they just bouncing? Skimming? Keeping your page open? Afterall, you want readers, not just views. Kick Point goes into detail how you can measure and analyze content consumption on your site.
Databox conducted some research with a bunch of marketers and found that 71% of the marketers said that creating new content is their most important tactic for growing their organic traffic. But what's that founded on? Is it the best tactic or is it the easiest tactic? Stop pursuing safe, and start pursuing truth. Nonetheless, there's a bunch of other fantastic content here on how to increase organic traffic.
In the post above, databox did a study and found that marketers are basically obsessed with creating new content. This is worrisome to me because the world doesn't need more. The world needs better. Did you know that you can increase your organic traffic by deleting content? Eric Siu shows how to do a content audit, delete old content, and increase organic traffic to your site. I'm a huge fan of this approach because so many marketers never even consider deleting old content. As if every piece was evergreen? Don't kid yourself — do yourself a favor and go back to delete the content that's muddying your SEO juice.
Google AdWords is becoming Google Ads, DoubleClick and Google Analytics 360 will be merged into the brand-new Google Marketing Platform and the Google Ad Manager will be launched. Google is claiming that you can now target users with the same specificity and detail that we can on Facebook. Could this be the resurgence of Google for advertising?