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Gasp! Better swoop up your SparkTogether ticket soon. There are only a few tickets left before prices go up!
-Amanda (VP Marketing, SparkToro)
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🤓 3 Audience Research Tips
Instantly improve one aspect of your marketing strategy:
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Tip #1: One question to ask yourself before posting on social media...
How can you align your value with the user’s intent on this platform?
Ready to hit "Post" on that LinkedIn update? Not so fast. Consider first what users are typically doing when they scroll LinkedIn. They're primed to think about work and their professional development. They might be thinking about keeping up with their industry, or about finding a new job. You might want to edit your content to make sure it's in line with your audience's mindset. Can the information you're sharing help them be better at their job (or the job they want)?
Or maybe you're hoping to repurpose a blog post for your Instagram grid. Consider how you can serve up standalone value (ahem, zero-click content) in an Instagram-y way. Think: Carousel posts. A single post with a long caption. Or a Reel with subtitles.
>> Lots more advice for your social media strategy, by Amanda Natividad for the SparkToro blog.
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Tip #2: Make content for these people, not your customers...
There's a problem with creating content just for your customers. Well-intentioned and helpful as it may be, it's not the kind of content that gets amplified.
Your content strategy needs to address your amplifiers, not just the loyal people who use and love your product.
Who are amplifiers? Journalists, independent writers, investors, and creators. Basically, anyone else with an audience — anyone else who might influence your audience.
Some examples of content for amplifiers? Original research (like our referral traffic study), survey findings (like Marketing Profs' and Content Marketing Institute's B2B content marketing benchmarks), and breaking news (like the recent Google Search leak).
>> More advice on this (and your marketing in general) from Rand Fishkin on Dreamdata's Live Session.
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Tip #3: Make more strategic decisions with SERP Features
You ever make marketing decisions based on the types of content you see in the search engine results pages (SERP)? You know, maybe you see a bunch of videos on the results page for the keyword you want to rank higher for. Maybe that would inspire you to produce more videos.
Now SparkToro shows you which of these features — Featured Snippets, Videos, Image Packs, and more — your audience sees for all the keywords they search for.
Let's say you sell frog terrariums. SparkToro will show you all the features for all the keywords someone who searches for frog terrariums sees. In other words: You'll see which features appear across hundreds or thousands of keywords an audience is likely to search for.
And in the example search in the above image, this audience most commonly sees Popular Products and Featured Snippets. This might mean you'll want to prioritize updating your product pages so you can get a spot in that Popular Products section too.
>> Learn more about the power of SERP Features in SparkToro.
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🤓 Get the Scoop on the Google Leak
Michael King and Rand Fishkin broke the news of the Google leak, where 2,500 pages revealed exactly what Google collects and uses in their search rankings. And in next week's SparkToro Office Hours, Mike and Rand will present on the latest findings from the docs, along what it really means for your marketing. This session is for SEOs and non-SEOs alike, so don't miss out! Sign up to attend live or to get the replay.
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🎙️ 3 Resources
Links to research, an article, and a newsletter that are worth reading:
(1) B2B Content Marketing Benchmarks, Budgets, and Trends: Outlook for 2024: "Most marketers (57%) cite creating the right content for their audience as a challenge. That is a change from recent years, when "creating enough content" was the most frequently cited challenge." (Research by Content Marketing Institute and MarketingProfs)
(2) MozCon 2024: Britney Muller On How To Use Gen AI In Marketing: "LLMs, in general, are good at all of these things, and I’m of the unpopular opinion that generating content is one of their worst capabilities. They’re way better at sentiment analysis, labeling things as categories, providing code support." Great summary of Britney Muller's MozCon presentation.
(3) Juneteenth isn’t just a Black holiday. It’s for all Americans: "To my mind, it celebrates the beginning of true freedom because — as moral philosophers have long known — no one is free until everyone is because oppression ensnares the oppressor as well as the oppressed." Read the essay by Michel Martin.
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👯♀️ 3 Social Media Posts
From Twitter/X and LinkedIn
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