Tag Archive | "Insights"

SearchCap: SMX Insights, Google Doodle & charity

Below is what happened in search today, as reported on Search Engine Land and from other places across the web.

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Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

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SearchCap: New PageSpeed Insights, Google AdWords reviews & the Search Engine Land Awards

Below is what happened in search today, as reported on Search Engine Land and from other places across the web.

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Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

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Competitive analysis: Making your auction insights work for you

Columnist Amy Bishop shares tips for identifying actionable takeaways from your AdWords auction insights data.

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Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

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Attend MarTech for vendor-agnostic, graduate-level marketing, technology & management insights

MarTech is different in a couple of key ways that make it a must-attend experience for marketing leaders. MarTech is independent and not owned by a vendor. We don’t have axes to grind (or sales targets to meet) when it comes to any technology or platform. Speakers are selected based on their…

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Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

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SearchCap: Google image search bug, local insights & post-rank

Below is what happened in search today, as reported on Search Engine Land and from other places across the web.

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Please visit Search Engine Land for the full article.

Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

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How to Use Search Analytics in Google Sheets for Better SEO Insights

Posted by mihai.aperghis

As an SEO, whether you’re working in-house or handling many clients in an agency, you’ve likely been using this tool for a bunch of reasons. Whether it’s diagnosing traffic and position changes or finding opportunities for optimizations and content ideas, Google Search Console’s Search Search Analytics has been at the core of most SEOs’ toolset.

The scope of this small guide is to give you a few ideas on how to use Search Analytics together with Google Sheets to help you in your SEO work. As with the guide on how to do competitive analysis in Excel, this one is also focused around a tool that I’ve built to help me get the most of Search Analytics: Search Analytics for Sheets.

The problem with the Search Analytics UI

Sorting out and managing data in the Google Search Console Search Analytics web UI in order to get meaningful insights is often difficult to do, and even the CSV downloads don’t make it much easier.

The main problem with the Search Analytics UI is grouping.

If you’d like to see a list of all the keywords in Search Analytics and, at the same time, get their corresponding landing pages, you can’t do that. You instead need to filter query-by-query (to see their associated landing pages), or page-by-page (to see their associated queries). And this is just one example.

Search Analytics Grouping

Basically, with the Search Analytics UI, you can’t do any sort of grouping on a large scale. You have to filter by each keyword, each landing page, each country etc. in order to get the data you need, which would take a LOT of time (and possible a part of your sanity as well).

In comes the API for the save

Almost one year ago (and after quite a bit of pressure from webmasters), Google launched the official API for Search Analytics.

Official Google Webmaster Central Blog Search Analytics API

With it, you can do pretty much anything you can do with the web UI, with the added benefit of applying any sort of grouping and/or filtering.

Excited yet?

Imagine you can now have one column filled with keywords, the next column with their corresponding landing pages, then maybe the next one with their corresponding countries or devices, and have impressions, clicks, CTR, and positions for each combination.

Everything in one API call

Query Page Country Device Clicks Impressions CTR Position
keyword 1 https://domain.com/us/page/ usa DESKTOP 92 2,565 3.59% 7.3
keyword 1 https://domain.com/us/page/ usa MOBILE 51 1,122 4.55% 6.2
keyword 2 https://domain.com/gb/ gbr DESKTOP 39 342 11.4% 3.8
keyword 1 https://domain.com/au/page/ aus DESKTOP 21 55 38.18% 1.7
keyword 3 https://domain.com/us/page/ usa MOBILE 20 122 16.39% 3.6

Getting the data into Google Sheets

I have traditionally enjoyed using Excel but have since migrated over to Google Sheets due to its cloud nature (which means easier sharing with my co-workers) and expandability via scripts, libraries, and add-ons.

After being heavily inspired by Seer Interactive’s SEO Toolbox (an open-source Google Sheets library that offers some very nice functions for daily SEO tasks), I decided to build a Sheets script that would use the Search Analytics API.

I liked the idea of speeding up and improving my daily monitoring and diagnosing for traffic and ranking changes.

Also, using the API gave me the pretty useful feature of automatically backing up your GSC data once a month. (Before, you needed to do this manually, use a paid Sheets add-on or a Python script.)

Once things started to take shape with the script, I realized I could take this public by publishing it into an add-on.

What is Search Analytics for sheets?

Simply put, Search Analytics for Sheets is a (completely free) Google Sheets add-on that allows you to fetch data from GSC (via its API), grouped and filtered to your liking, and create automated monthly backups.

If your interest is piqued, installing the add-on is fairly simple. Either install it from the Chrome Web Store, or:

  • Open a Google spreadsheet
  • Go to Add-ons -> Get add-ons
  • Search for Search Analytics for Sheets
  • Install it (It’ll ask you to authorize a bunch of stuff, but you can sleep safe: The add-on has been reviewed by Google and no data is being saved/monitored/used in any other way except grabbing it and putting it in your spreadsheets).

Once that’s done, open a spreadsheet where you’d like to use the add-on and:

Search Analytics for Sheets Install

  • Go to Add-ons -> Search Analytics for Sheets -> Open Sidebar
  • Authorize it with your GSC account (make sure you’re logged in Sheets with your GSC account, then close the window once it says it was successful)

You’ll only have to do this once per user account, so once you install it, the add-on will be available for all your spreadsheets.

PS: You’ll get an error if you don’t have any websites verified on your logged in account.

How Search Analytics for Sheets can help you

Next, I’ll give you some examples on what you can use the add-on for, based on how I mainly use it.

Grab information on queries and their associated landing pages

Whether it is to diagnose traffic changes, find content optimization opportunities, or check for appropriate landing pages, getting data on both queries and landing pages at the same time can usually provide instant insights. Other than automated backups, this is by far the feature that I use the most, especially since it’s fairly hard to replicate the process using the standard web UI.

Best of all, it’s quite straightforward to do this and requires only a few clicks:

  • Select the website
  • Select your preferred date interval (by default it will grab the minimum and maximum dates available in GSC)
  • In the Group field, select “Query,” then “Page”
  • Click “Request Data”

That’s it.

You’ll now have a new sheet containing a list of queries, their associated landing pages, and information about impressions, clicks, CTR, and position for each query-page pair.

Search Analytics for Sheets Example 1

What you do with the data is up to you:

  • Check keyword opportunities

Use a sheets filter to only show rows with positions between 10 and 21 (usually second-page results) and see whether landing pages can be further optimized to push those queries to the first page. Maybe work a bit on the title tag, content and internal linking to those pages.

  • Diagnose landing page performance

Check position 20+ rows to see whether there’s a mismatch between the query and its landing page. Perhaps you should create more landing pages, or there are pages that target those queries but aren’t accessible by Google.

  • Improve CTR

Look closely at position and CTR. Check low-CTR rows with associated high position values and see if there’s any way to improve titles and meta descriptions for those pages (a call-to-action might help), or maybe even add some rich snippets (they’re pretty effective in raising CTR without much work).

  • Find out why your traffic dropped
    • Had significant changes in traffic? Do two requests (for example, one for the last 30 days and one for the previous 30 days) then use VLOOKUP to compare the data.
    • Positions dropped across the board? Time to check GSC for increased 4xx/5xx errors, manual actions, or faulty site or protocol migrations.
    • Positions haven’t dropped, but clicks and impressions did? Might be seasonality, time to check year-over-year analytics, Google Trends, Keyword Planner.
    • Impressions and positions haven’t dropped, but clicks/CTR did? Manually check those queries, see whether the Google UI has changed (more top ads, featured snippet, AMP carousel, “In the news” box, etc.)

I could go on, but I should probably leave this for a separate post.

Get higher granularity with further grouping and filtering options

Even though I don’t use them as much, the date, country and device groupings let you dive deep into the data, while filtering allows you to fetch specific data to one or more dimensions.

Search Analytics for Sheets Grouping

Date grouping creates a new column with the actual day when the impressions, clicks, CTR, and position were recorded. This is particularly useful together with a filter for a specific query, so you can basically have your own rank tracker.

Grouping by country and device lets you understand where your audience is.

Using country grouping will let you know how your site fares internationally, which is of course highly useful if you target users in more than one country.

However, device grouping is probably something you’ll play more with, given the rise in mobile traffic everywhere. Together with query and/or page grouping, this is useful to know how Google ranks your site on desktop and mobile, and where you might need to improve (generally speaking you’ll probably be more interested in mobile rankings here rather than desktop, since those can pinpoint problems with certain pages on your site and their mobile usability).

Search Analytics for Sheets Grouping Example

Filtering is exactly what it sounds like.

Choose between query, page, country and/or device to select specific information to be retrieved. You can add any number of filters; just remember that, for the time being, multiple filters are added cumulatively (all conditions must be met).

Search Analytics for Sheets Grouping Example

Other than the rank tracking example mentioned earlier, filtering can be useful in other situations as well.

If you’re doing a lot of content marketing, perhaps you’ll use the page filter to only retrieve URLs that contain /blog/ (or whatever subdirectory your content is under), while filtering by country is great for international sites, as you might expect.

Just remember one thing: Search Analytics offers a lot of data, but not all the data. They tend to leave out data that is too individual (as in, very few users can be aggregated in that result, such as, for example, long tail queries).

This also means that, the more you group/filter, the less aggregated the data is, and certain information will not be available. That doesn’t mean you shouldn’t use groups and filters; it’s just something to keep in mind when you’re adding up the numbers.

Saving the best for last: Automated Search Analytics backups

This is the feature that got me into building this add-on.

I use GSC data quite a bit, from client reports to comparing data from multiple time periods. Unless you’ve never used GSC/WMT in the past, it’s highly unlikely you don’t know that the data available in Search Analytics only spans about the last 90 days.

While the guys at Google have mentioned that they’re looking into expanding this window, most SEOs have had to rely on various ways of backing up data in order to access it later.

This usually requires either remembering to manually download the data each month, or using a more complicated (but automated) method such as a Python script.

The Search Analytics for Sheets add-on allows you to do this effortlessly.

Just like when requesting data, select the site and set up any grouping and filtering that you’d like to use. I highly recommend using query and page grouping, and maybe country filtering to cut some of the noise.

Then simply enable the backup.

That’s it.The current spreadsheet will host that backup from now on, until you decide to disable it.

Search Analytics for Sheets Example 2

What happens now is that once per month (typically on the 3rd day of the month) the backup will run automatically and fetch the data for the previous month into the spreadsheet (each month will have its own sheet).

In case there are delays (sometimes Search Analytics data can be delayed even up to a week), the add-on will re-attempt to run the backup every day until it succeeds.

It’ll even keep a log with all backup attempts, and send you an email if you’d like.

Search Analytics for Sheets Backup Log

It’ll also create a separate sheet for monthly aggregated data (the total number of impressions and clicks plus CTR and position data, without any grouping or filtering), so that way you’ll be sure you’re ‘saving’ the real overview information as well.

If you’d like more than one backup (either another backup for the same site but with different grouping/filtering options or a new backup for a different site), simply open a new spreadsheet and enable the backup there. You’ll always be able to see a list with all the backups within the “About” tab.

For the moment, only monthly backups are available, though I’m thinking about including a weekly and/or daily option as well. However that might be more complicated, especially in cases where GSC data is delayed.

Going further

I hope you’ll find the tool as useful as I think it is.

There may be some bugs, even though I tried squashing them all (thanks to Russ Jones and Tori Cushing, Barry Schwartz from Search Engine Roundtable, and Cosmin Negrescu from SEOmonitor for helping me test and debug it).

If you do find anything else or have any feature requests, please let me know via the add-on feedback function in Google Sheets or via the form on the official site.

If not, I hope the tool will help you in your day-to-day SEO work as much as it helps me. Looking forward to see more use cases for it in the comments.

PS: The tool doesn’t support more than 5,000 rows at the moment; working on getting that improved!

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Insights on Business and Community from Two Intense Days in Denver

Copyblogger Weekly

Hey there — welcome back to the Copyblogger Weekly!

I’m writing this the night before I fly back home from Denver, Colorado, where we held our live Digital Commerce Summit last week. I had the pleasure of teaching a small workshop on Wednesday and then switching gears to give a conference keynote on Thursday.

Every time we hold a live event, big or small, I’m struck by the sense of community that comes together around Copyblogger and Rainmaker. Whether we were hollering our heads off singing together (just a few feet from the stage) at the CAKE concert or feverishly taking notes at 8:30 in the morning during Brian Clark’s talk on “what comes next” in digital commerce, the Summit brought us together to take the next step.

This week, I had fun listening to our own Brian Gardner and Lauren Mancke talk with Matt Mullenweg — the founder of WordPress — about the evolution of that community. It’s a fascinating conversation — and interesting to hear what Matt thinks about the WordPress community nurturing such a thriving economic ecosystem.

And if you’re interested in some other ways togetherness can play a part in business, you might take a look at my post from Tuesday, where I dig into the Unity principle from Robert Cialdini’s new book.

Heads up: Digital Commerce Academy will be closing to new students

One thing I want to make sure you see is that Digital Commerce Academy (DCA) is going to close to new students on Friday, October 28 so we can put all of our focus into developing some killer new courses for our members.

Don’t worry, DCA will be back … but not until 2017, and with a substantially higher price.

And if you’re having pangs of regret for missing the live event? Your DCA membership will include presentation videos from the Summit and the video from that small workshop I mentioned (I taught that one with Brian Clark — it’s a focused dive into creating online courses).

As I mentioned, the price is going to be quite a bit higher in 2017 to reflect the quantity and quality of the new content we’re adding, but you can get all the great new stuff and today’s pricing if you jump in now. Jerod Morris’s post from Wednesday gives you all the details.

Hope you enjoy this week’s content, and I’ll catch you next week!

— Sonia Simone

Chief Content Officer, Rainmaker Digital

Catch up on this week’s content

Tips and encouragement from master content marketersContent Marketers Share Their Secrets

by Pamela Wilson

Who we are and why that mattersThe Ultra Powerful 7th Principle of Persuasion

by Sonia Simone

Join Digital Commerce Academy Before the Doors Close (and Price Goes Up)Join Digital Commerce Academy Before the Doors Close (and Price Goes Up)

by Jerod Morris

8 Ways to Use Online Discounts to Grow Sales8 Ways to Use Online Discounts to Grow Sales

by Sean Jackson

 How (and Why It's OK) to Make Money with WordPress, with Matt MullenwegHow (and Why It’s OK) to Make Money with WordPress, with Matt Mullenweg

by Brian Gardner and Lauren Mancke

How to Create a MVP (Minimum Viable Podcast)How to Create a MVP (Minimum Viable Podcast)

by Jerod Morris & Jon Nastor

How Will Falconer Stopped Trading Dollars for Hours and Found His CallingHow Will Falconer Stopped Trading Dollars for Hours and Found His Calling

by Brian Clark and Jerod Morris

A New Book to Make Content Marketing EasierA New Book to Make Content Marketing Easier

by Sonia Simone

How Bestselling Author Jennifer Weiner Writes: Part TwoHow Bestselling Author Jennifer Weiner Writes: Part Two

by Kelton Reid

Create Your First WordPress Product, with Chris LemaCreate Your First WordPress Product, with Chris Lema

by Brian Clark


Authority Q&A Call with Sonia Simone and Pamela Wilson

Friday, October 21

Join Authority members for the opportunity to get your content marketing and business questions answered by two people with almost 60 years of experience between them! No question is too small, and the more specific the better.

Join Authority to attend this session

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11 Insights on Finding a Writing Voice Readers Take Seriously [SlideShare]

11 famous authors help you find your writing voice

This is the trap we typically fall into online:

We survey the landscape, note what our contemporaries and competitors are doing, and do likewise. We might put a small spin on what we see, but we largely end up saying something mild and meaningless to avoid criticism. God forbid if we upset the applecart.

Poppycock. Online, you must upset the applecart. Particularly if your livelihood is on the line.

As my friend Joanna Wiebe said, the attention and sales go to the people who “say something of consequence.” That convinces people to take you seriously.

And I’m not talking about being sensational here. Don’t say something controversial for the sake of controversy.

Instead, dig deep during your research to uncover the hook — the one idea that takes a risk and stands out. The angle, words, or voice in your content marketing that make people take a second look. Even if it is shocking.

And speaking of voice, make sure you are comfortable in your own skin. Own up to your quirks and what makes you unique — indulge in those quirks.

Listen. The tension between blending in to avoid criticism and standing out as a writer is not new. It’s something we have struggled with for ages, and thoughtful writers have been encouraging other writers to be bold.

So, to remind you that you are not alone in this conflict and help inspire you on your journey to find your own unique writing voice, here are 11 insights from authors who ultimately took risks and said things of consequence.

Don’t forget to grab your free PDF featuring these 11 author insights as printable mini posters. And scroll through our SlideShare presentation at the end of this article.

1. Stop listening to the enemy in your head


Courage is not the absence of fear. Courage is doing something in the face of fear. We all doubt our abilities — no matter the amount of experience we have.

Every time I sit down to write an article (including when I wrote this article), I think to myself, “This is not going to work. How in the world am I going to pull this together?”

You would think after writing hundreds of articles I wouldn’t need to fight that self-doubt. But I do. And so will you. The key is to fight it. And win.

2. Celebrate your overactive mind


Remarkable writers live in their minds. They get lost in their thoughts and miss the greeting given by an acquaintance passing on the street.

But don’t let anyone tell you that’s inappropriate. Your imagination is a gift.

And your job is to translate what you see or hear in your mind onto the page.

3. Take risks to grow as a writer


Certainly the more you challenge yourself, the more you will fail. But at least you will be failing forward.

Learn from your mistakes, recognize your weaknesses, and enhance your strengths.

This process can only happen when you throw yourself into the unknown.

4. Allow yourself to be vulnerable


How open you are about your struggles depends upon how comfortable you are talking about yourself. I’m honestly not very comfortable talking about my challenges.

I debated sharing that entry above about my insecurities six times before I decided it was okay to share, because it supported what I was saying.

Find your comfort level, and then share. You will draw people in, and they will warm up to you and your work.

5. Embrace your flair


Need I say more?

6. Resist adding to the echo chamber


When it comes to creating content, go beyond what everyone else is saying.

In fact, try to go 10 times beyond what other people are saying.

People send me links to articles they’ve written all the time. I look at every single one of them.

And I read the ones where the person has added an original thought to the conversation, rather than repeated what’s already been said.

7. Hit publish to correct your ignorances


I love the Internet as a writer because I can hit publish and within 24 hours people will respond.

Often, I will share ideas that I know are premature — or I feel are not correct — so that a reader’s objective point of view can help me see what I’m missing.

However, you will only grow from this feedback if you are humble.

8. Write to explore yourself and the world around you


One of the reasons I find new social situations awkward (and can come across as shy or stuck-up) is because I’m often reluctant to open my mouth and commit to a position until I’ve thought it through. The last thing I want is to sound dumb.

So I do most of my thinking on paper. This is how I process my own feelings and experiences in the world.

Don’t be ashamed if this is how you are as well. It’s yet another trait of remarkable writers.

9. Pay attention to those nagging ideas


Great ideas have a tendency to keep coming back. This is one of the reasons I’m not quick to whip out a notebook every time I have an idea.

I trust the process. I trust (and my suspicions have been confirmed by experience) that truly great ideas will stick around and make themselves known.

So if you have an idea that will not go away, it’s probably time to commit it to paper.

10. Don’t let perfectionism ruin your life


There will never be an ideal place to write. An ideal time. An ideal topic to write about.

Nor will you be able to match what you see in your head to what you put on the page. It will be messy. But hard work will make it beautiful.

You just have to know when to abandon it.

11. Regret nothing


This quote from Mitch Albom is the culmination of everything I’ve been saying up to this point.

When we refuse to say things of consequence, we ultimately hide in the shadows, filled with shame and regret — full of should’ve, could’ve, and would’ve.

That’s a bad place to be.

Vow to be a writer who people take seriously


Click to download our free 11 Insights on Finding a Writing Voice Readers Take Seriously PDF (5.5 MB). Print your favorite words of wisdom and keep them handy while you work.

Being a person of consequence starts by saying things of consequence. Yes, you’ll be taking a risk, but you also take a risk when you blend in — you risk obscurity and financial failure.

The last thing we need are more rank-and-file writers.

So, do me a favor: Vow to be a writer who people take seriously. A writer who says things of consequence. Who, in spite of fear and risk, wants to push the conversation to uncomfortable, but unique, original, and evocative levels.

Vow to be a writer people can’t ignore. You’ll be in good company.

Now check out these 11 author insights in our SlideShare presentation below!

About the author

Demian Farnworth

Demian Farnworth is Chief Content Writer for Rainmaker Digital. Subscribe to his podcast Rough Draft

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Behind-the-Scenes Online Marketing Insights from Authority Rainmaker 2015

authority rainmaker 2015 audio recap

Authority Rainmaker 2015 wrapped up a week ago, and those of us who were there are still processing the online marketing insights we had at the live event in Denver.

If you didn’t make it this year — and even if you did — we’d like to invite you to experience some of the energy at the conference.

There were so many smart people — attendees, presenters, and sponsors — gathered in one place. The collective energy of the group could be felt in the opera house seats, in the lobby, at the meals, and at the parties.

Listen below to Clark Buckner of TechnologyAdvice interview Authority Rainmaker 2015 presenters, attendees, and sponsors.

Hear their favorite takeaways below. And read on for the most compelling quotes we heard.

Download audio



Chris Brogan, on a building a feeling of belonging:

I think that there’s a lot of revenue to be made — and a lot of business to be made — by helping add value to the people you most want to help and serve.

Demian Farnworth, on being a misfit:

If the crowd is going that direction … I go the opposite direction.

Sonia Simone, on building a business around belief:

We’re looking for this belief-based tribe to belong to … there is a big part of our brain that wants that.

Arienne Holland, on owning your space:

It’s not “tell your story and people will come,” because that’s not true. But tell your story, and with the right amplification the right customers or audience will find you and identify with you.

Summer Felix, on delivering the right sales message:

We take that approach with all of our videos — sales videos, and informational videos — just to say, “Okay, who’s watching this? What do you want them to do at the end of the video? And why might they be skeptical? And how can you resolve that and answer that in this amount of time?”

Joe Pulizzi, on having two audiences for your marketing:

Our most important marketing assets are our employees. If we don’t have a communication program ready to go for our employees, it’s going to be tough … you’ve got fertile land right there ready to go, but you have to make sure you water it a little bit.

Chris Garrett, on delivering the right content to the right people at the right time:

If [the site visitor owns] product X, then promote product Y, don’t keep promoting product X to customers of product X.

Tony Clark, on adaptive content and marketing automation tactics:

It’s about … putting the right piece of content in front of the right person at the right time to … get them on the process to buy.

Lee Odden, on telling the truth in your marketing:

The thing I heard from a lot of people was just … be honest, be true.

Cory Matthews, on authenticity:

Perfection never comes. I’ve struggled with that myself for years — “Well, I have to do this exactly perfect.” No, you just need to get started.

Kevin Carlson, on Chris Brogan’s unexpected comment to him:

He didn’t need to do that. You know, that’s going above and beyond. … I’m hard-pressed to think of an example or another situation … where one of your featured keynote speakers comes up to an attendee and says ‘Hey, I see you.’

Jerod Morris, on approaching podcast sponsors:

Let’s grow this together. … here’s what it is, but there’s this big, long journey we can go on together.

Scott Stratten, on not selling out when seeking podcast sponsors:

We wanted to look from episode one that we were at the top of the game … I’d rather have no sponsor than to compromise with the values of the show and get any sponsor.

Beth Hayden, on the speakers at this year’s conference:

They are doing things that really make me think, and it’s stuff that’s really actionable, and it’s not just the same old stuff over and over again … I come out of this conference in particular with pages and pages of practical notes of stuff that I can use in my business.

Sarah Eadie, on empathy:

Empathy is an asset … empathy for your customers and for their needs, and hopes, fears, and dreams is really invaluable … is really important.

Selena Vidya (Selena Narayanasamy), on switching her business to a consultancy model:

For us, it’s more of an empowerment education-type thing, rather than being the ones who bring them the content … the goal as a consultant is to be there when they need you, but they really need to be able to do this stuff themselves as well — it’s the only way they’re going to be able to grow.

Ethan Beute, on his main takeaways from Authority Rainmaker 2015:

No matter the angle or the topic, there are all these themes that come through … treating leads as humans, thinking empathetically about other people … intense awareness of, empathy for, focus on delivering to the audience … that the people on the email list need to be treated as people you serve.

Thanks to everyone at Copyblogger Media who made Authority Rainmaker 2015 possible, and to our sponsors:

Legend Sponsors:

Spears Marketing

Wellness Media

Champion Sponsors:


The Draw Shop

Top Rank Online Marketing

Thursday Night Party Sponsor:


Friday Night Party Sponsor:


Media Sponsors:

Search Engine Journal

Marketing Profs


Content Marketing Institute

Many thanks to Ethan Beute for today’s post image.

About the author

Pamela Wilson

Pamela Wilson is Vice President of Educational Content at Copyblogger Media. Follow her on Twitter, listen to her Hit Publish podcast, and find more from her at BigBrandSystem.com.

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Logo flaunting is out; unbundling is in and other consumer insights

Culture VultureToday’s informative marketing post is brought to you by a misread. That’s right. I found this extremely interesting report because I misread the headline on the press release; Mindshare North America Releases Annual Culture Vulture Trends Report.

No joke, I thought it was a report about the growing vulture population in the US. Vultures – as in the villainous looking birds.

As it turns out, it’s actually a report that delves deeply into the mind of the American consumer and it’s fascinating.

Mindshare’s survey of more than 2,000 consumers led them to discover 10 trends. We’re going to look a 4. You’ll find a link for the rest at the end of this post.

The New Conspicuous Consumption:

Remember when a tiny alligator on your shirt was a status symbol? When a Nike swoosh meant you were cool but not necessarily athletic? We used to be a country that craved logos – the more obvious the better but the Culture Vulture says that 36% of U.S. consumers dislike wearing brand logos of any kind.

That doesn’t mean we’re done showing off . . . .

Rise of Good Intentions:

An increasing number of people are interested in contributing to a good cause but they’re not about to contribute anonymously. They’re using social media to post their Ice Bucket Challenge videos and Kickstarter donations. What that means is that worthy causes will go unfunded if they don’t have the flash. But if you can come up with a clever twist that goes viral, you can raise money to help wayward aliens find their way home. Eat M&M’s for E.T.!

If you try it and it works, I want my cut.


Marketers once taught us that we could get more for our money if we bundled. Cable and phone; accessories with the iPhone; get the shave and the hair cut and save 10%.

In 2015, one size no longer fits all. Instead of bundling for a discount, consumers say they’d rather pay to get exactly what they want – no more and no less. From cars to pizza; customization is in.

Age of Shallow Knowledge:

“A third of Americans feel pressure to stay up to date on the latest news, but don’t have time to read all the articles they want.” To get around that, 47% of those surveyed said they prefer to just skim the headlines rather than read the full article.

When you add small, mobile screens into the mix, it’s even more important that marketers front load their selling points. No more waiting until you reach the end of the article for the big punch. Give it to them straight at the top of the page and if they want the details, they can keep reading.

Marketing Is A Game:

This one made me laugh.

More and more consumers have grown savvy to everyday marketing tactics, and now they’re gaming the system. For instance, 31% say “when shopping online, I’ll intentionally leave items in a ‘shopping basket’ in hopes of receiving a discount from the store…”

It appears that we’ve trained consumers all too well. They know our tactics and they’ve learned to take advantage of them. I’ve tried the abandoned cart trick on numerous occasions. Sometimes it works, sometimes it doesn’t; but if I’m not in a hurry to buy, it’s worth trying.

It’s up to you if you want to reward this kind of behavior or not. I wonder what would happen if the abandoned cart email said, “sorry you left items in your cart, we were going to give you a 20% discount upon checkout but now you’ve blown it and will have to pay full price.” I doubt such an email would encourage customers to return but it would get you a mention on a marketing blog like this.

For the rest of the trends, check out the free Culture Vulture Report from Mindshare.

(*I know E.T. loved Reece’s Pieces but M&M’s for E.T. has a better ring.)

Marketing Pilgrim – Internet News and Opinion

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