Podcast Link-Building, Content Decay Prevention, & Questionable Data Usage

Howdy,

Welcome to your favorite part of the week! (Well, one of your favorite parts of the week.) Let’s dive into the digital marketing extravaganza.

SEO & SAIO

• Podcasts… for link building – can it be true? You betcha! In a nutshell, you can use podcasts as a vehicle for generating relevant, engaging content that others will want to share and/or link to. It's an extension of what we do via digital PR and keyword-optimized (plus links when possible) social posts. Why do we have to stop with podcasts though? We found YouTube to be a great vehicle for generating visibility, credibility, and links in support of both SEO and SAIO strategies!

• Content decay. What is it and how do you prevent it for your site? This is when your content is getting a decrease in traffic and performance. This SEJ article has some great tips we recommend using to avoid content getting stale on search engines, including: audit your content, refresh existing under-performing content (update broken links/old stats), and recycle old content in new ways. If you’re looking for a great example on how to recycle content, just watch Hootsuite release a report. They use webinars, infographics, memes, videos – you name it!? It’s all anyone in social talks about for like 3 weeks… every time!

Do Good Spotlight: Brain & Behavior Research Foundation ??

We know that the mental illness crisis is widespread and needs support. The Brain & Behavior Research Foundation is one of those organizations working to alleviate the suffering caused by mental illness. They award grants to lead to scientific breakthroughs in this area. Learn more about them: Brain & Behavior Research Foundation.

Digital Marketing

• The Federal Trade Commission released a report on the way social media companies questionably collect user data. This may lead to more EU-like tracking and permissions measures. Will the US become as strict as the EU for data protection? I am going to say it might be a long while before that will happen based on the current situation.

• Here's one especially relevant to B2B marketers: McKinsey's report on the results of its B2B Pulse Survey that identifies "Five fundamental truths on how B2B winners keep growing." One truth is "the rule of thirds" and no surprise that leveraging Gen AI is also one of the 5 truths. Bonus: the report identifies and quantifies the three archetypes of B2B decision makers.?

• 69% of US Agency/Marketing Decision-Makers measure success of retail media campaigns through return on ad spend (ROAS). This chart covers the range of metrics marketers evaluate all the way down to market share/competitive analysis at 22%. While this list is tilted towards the more immediate needs of retail, we were surprised to see that customer retention/customer lifetime was – so far – down at only 27%.

Thoughts to Take With You… ??

Today is World Dream Day. Whether you’re striving for a goal (or living one), don’t forget that the journey toward the goal can be just as fulfilling. It’s the journey that makes the dream worth having.?

Without challenge, nothing would be worth the wait.

Happy Wednesday!

Natalie Lorenzo

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Sleepy P.S. ??

On this World Dream Day, let’s also talk about sleep!?

I’m currently listening to Dr. Matthew Walkers’ Why We Sleep: Unlocking the Power of Sleep and Dreams. So many times when we think of self-care, we think of spas, meditation… along those lines. Sleep is often overlooked. All the while, sleep has the power to help our memory, recalibrate emotions, regulate appetite, and so much more. Highly recommend the read/listen.?

Short on time? Listen to his speech at the University of California!