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In The Headlights: August 28, 2019 Issue

In The Headlights

I was reading a blog post this morning in preparing this issue of the newsletter, and said post was dispensing SEO advice that was literally 10 years old. I was astonished, even though the post itself was only hours old, how dated the advice was, how behind the times the author was.

Some advice is timeless, withstanding changes in societies and culture; the Golden Rule has held up in nearly every religion and faith in human history. But when it comes to digital marketing, very little technical advice is timeless. In fact, some advice can change on the same day you utter it.

That raises the question: how do we know what advice to believe? How do we know what’s credible and what’s out of date, wrong, or even harmful?

The only answer to this question is knowledge – our own knowledge, and the knowledge of our trusted community. When you have a trusted community, a trusted group of peers, you can ask that community honest questions about what they think of a particular piece of advice. Our collective mind is greater than any one individual’s mind, and our ability to consume and process information grows with every member of our community.

If you’re a marketer and you don’t have a trusted community to rely on, now is the time to go find, join, or create one. Even if it’s just a collective of friends who are also in marketing, even if it’s just a WhatsApp or text messaging group, build that community now and use it to make everyone smarter and better. Sometimes, it will be the deciding factor whether or not you take a piece of advice that doesn’t feel right.

Shameless plug: if you haven’t joined Trust Insights’ community, Analytics for Marketers, come join us on our Slack instance.

The Bright Idea

This week’s Bright Idea is a pair of speaker charts. Many marketers are headed to conferences like INBOUND and Content Marketing World; see how the speakers for each event stack up.

Get the INBOUND PDF here (no form fill needed) and if you like it, please share it. If you’ll be at INBOUND, say hi to CEO Katie Robbert and register for her session on Thursday at noon.

Get the Content Marketing World PDF here (no form fill needed) and if you like it, please share it. If you’ll be at Content Marketing World, say hi to cofounder Christopher Penn and register for his session on Thursday morning.

Rear View Mirror Data

In the rear view this week, we take a look at that old standby, the press release/news release. We blogged about the terms “pleased to” and “thrilled to” earlier this week, but that’s only a tiny fraction of the data that’s knowable about press releases. Let’s look at some of the other numbers that didn’t make it into the public blog post.

  • Total unique year to date press releases: 83,598
  • Average number of times a press release is cross-posted to different services: 2.9x (243,322 total releases YTD)
  • Average number of clicks a press release earns: 3.8
  • Number of times “leading” or “leader” used: 35,990
  • Number of times “solution” used: 22,482
  • Who uses the (over)used terms more? Agencies, by as much as 43%
In Case You Missed It
Shiny Objects

Shiny Objects is a roundup of the best content you and others have written and shared in the last week. It uses machine learning for the automated one-sentence summaries.

Social Media Marketing

Media and Content

Tools, Machine Learning, and AI

Analytics, Stats, and Data Science

SEO, Google, and Paid Media

Business and Leadership

  • Do businesses rely too much on cloud computing?: The cloud is owned and run by third party vendors.
  • [How do I get out of accounting overwhelm? by Danielle Hayden of @KickstartAcct]( This scenario feels so out of reach for so many business owners and it doesnt have to be this way.
  • Solving the agility vs. security conundrum: Similar to the transport of gold from coast to coast, previously static data resources became mobile and security took second place to accessibility.

Join the Club

Are you a member of our free, private Slack group, Analytics for Marketers? Join 500 like-minded marketers who care about data and measuring their success. Membership is free – join today.

Upcoming Events

Where can you find us in person?

  • 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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