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Five Surprising Findings from the 2017 Marketing Strategy Report

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CoSchedule, a top content planning and research tool vendor, just released its State of Marketing Strategy Report 2017, based on a survey of nearly 1,600 marketing professionals. Many of the findings were enlightening through not terribly surprising. But a few stood out as…unexpected.

CoSchedule State of Marketing Strategy Report 2017First off, the three big useful (but not surprising) insights from the report are that the most successful marketers:

  • Document their marketing strategy and processes: Marketing teams that document their strategy are six times more likely to report success than those who don’t, and those who document processes are five times more likely to say they’re successful.
  • Set goals: Marketers who set goals are five times more likely to call themselves successful than non-goal-setters, and 81% say they achieve their goals as well.
  • Conduct audience research: Successful marketers are three times more likely than their less successful counterparts to say they do audience research at least once per quarter.

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Seven Ways Cohort Analysis Can Optimize Company Performance and Results

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Guest post by Dan Schoenbaum.

Businesses are constantly in search of useful tactics that improve their brand’s performance and bottom line. Cohort analysis, often overlooked, is proven to yield insightful information and actionable advice to improve conversion rates, engagement and revenue.

How to use cohort analysis to optimize company performanceKissmetrics says examining overall results lumps together information from new and old users masking valuable details needed for strategic decision making. With Gartner predicting the global business intelligence and web analytics tools market to reach $18.3 billion in value this year, it’s time to start making smart decisions with your data.

Here are seven ways cohort analysis can optimize company performance and results:
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Three Secrets to Creating More Sharable Content

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Guest post by Andy Beohar.

Some business owners and bloggers are under the assumption that if they consistently post content, they will automatically start to boost traffic (“If you build it, they will come”).

How to stand outThough consistency is important, the truth is that your content has to have an audience to be effective. One of the best ways to build this audience is by getting users to share your content regularly.

But with two million blog posts published every day, it can be a challenge to develop content that stands out, that cuts through the noise and entice users to read and share your content. In this post, you’ll discover three science-backed secrets to creating content that is more likely to be shared online. [Read more…]

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Balancing SEO and PPC to Maximize Search Results

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Guest post by Max DesMarais.

Great SEO can get sites to the top of organic search rankings, provide valuable traffic from long-tail or high-traffic keywords and play a crucial role in driving growth to your company. However, there is one pitfall to all the hard work that goes into ranking at the top organically. That pitfall is paid search. With pretty minimal effort and investment, competitors can start driving traffic from the same keywords you spent months attempting to rank for. That’s why the best digital marketers supplement SEO tactics with targeted PPC to yield top results.

How to make SEO and PPC efforts work togetherIt’s always important to remember that no matter how good your rankings, the top 2 or 3 or even 4 results are likely to be search or shopping ads. They will inevitably cut into the click-through rates of top-ranking pages.

SEO and PPC Work Best Together — Here’s Why

SEO strategies are often thought of as long-term and sustainable approaches to digital marketing. Fast advancements in rankings and increases in traffic are hard to come by. Strategies take months and often years of commitment in order to yield results. PPC management efforts, in contrast, can yield results almost immediately—but are costly in the long term. Balancing both long-term and short-term strategies is ideal.
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