In the Headlights: June 5, 2019 Issue

In The Headlights

Mark your calendars for June 11, 2019 at 1 PM Eastern Time for our free webinar, “Extending Google Analytics”. We’ll cover attribution analysis and ways Google Analytics unintentionally misleads you. Click here to sign up now – we have 97 seats left.

What do you do with predictive analytics?

One of the most interesting phenomena I’ve noticed over the past year is that, given a predictive forecast of any kind, a fair number of marketers aren’t sure what to do with it. For example, take a look at our Cheese of the Week forecast (newly refreshed for National Cheese Day, which was June 4) that details when any given cheese will be most searched for by consumers, by week.

What do you do with such a forecast?

The power of predictive analytics is to know what and when. What will likely happen, and when will it happen? If you know what and when, then you can plan and set strategy. We call this our 4P strategy of predictive content marketing:

  • Plan: as soon as you know something, construct your plan and strategy.
  • Prepare: once you have the plan, prep the content you’ll be releasing. Having advanced notice lets you budget creative time and resources needed for the best possible output.
  • Publish: distribute the content according to the publishing cycle you’re working with. A magazine may need content 4 months in advance; a blog post may only need a week or two.
  • Promote: coordinate all your paid and organic content marketing efforts around when consumer intent will be highest.

Power your content marketing with predictive analytics and you’ll spend much less time scrambling and reacting to last-minute time crunches and surprises. You’ll be ready when your audience is ready, and see dramatic impact on not only your marketing KPIs, but your stress levels as well.

The Bright Idea

In this week’s Bright Idea, a note. At the annual WWDC Developer Conference, Apple announced its intentions to sunset its popular iTunes software in favor of separate apps for music, TV, and podcasts. As part of the change, Apple also said it will be adding “a new machine learning feature that indexes shows so that people can search for content more easily”.

What that means for you is that if you’ve got a podcast, and you’re not adding in transcripts or detailed show notes about what’s in every episode, there’s a good chance your podcast will not come up in search within Apple’s apps, since it will use audio transcription to guess what your show is about if you don’t provide the data. Call it PSO or SOP, podcast search optimization, or any other cute acronym – the outcome will be the same. Here are our key tips for podcast search optimization:

  • A well-named show that Siri (or Google, or Alexa) can find easily with spoken search. If your show name is a tongue twister that the AI will get wrong, change it now while you can.
  • Well-named, optimized episode titles will be important. Again, use words that will show up well in voice search.
  • Detailed show notes and summaries, optimized for your target words and phrases, will give podcast search engines (mainly Google’s and Apple’s) the grist they need to understand what your show is about.

And if you haven’t already, subscribe to the Trust Insights podcast, In-Ear Insights.

In Case You Missed It
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Social Media Marketing

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Tools, Machine Learning, and AI

Analytics, Stats, and Data Science

SEO, Google, and Paid Media

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Upcoming Events

Where can you find us in person?

  • MAICON, July 2019, Cleveland
  • Content Marketing World, September 2019, Cleveland
  • INBOUND, September 2019, Boston
  • MarTech East, September 2019, Boston
  • MarketingProfs B2B Forum, October 2019, Washington DC

Going to a conference we should know about? Reach out!

FTC Disclosure: Events with links have purchased sponsorships in this newsletter and as a result, Trust Insights receives financial compensation for promoting them.

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