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MarTech strategy, Core Web Vitals, content republishing

In The Headlights

Welcome, Agorapulse Summit friends! Want a replay of our Agorapulse LinkedIn session? See it again (or for the first time) here >

There are two general schools of thought when it comes to marketing technology: best-in-class and all-in-one. Which school you pursue in your marketing technology stack depends on how you operate; neither is better than the other.

The best-in-class strategy is a collection of individual tools that are the best at what they do individually. Talkwalker, for example, is an outstanding social media monitoring tool. Agorapulse is an outstanding social media posting tool. They don’t overlap. Google Analytics is an outstanding web analytics tool.

Best-in-class presents two challenges: governance and integration. Governance is all about who’s responsible for each tool. In larger organizations, it’s not uncommon to see duplicate subscriptions to various tools simply because different departments don’t communicate. Integration is all about getting data from one tool to the next. In the example above, Talkwalker and Agorapulse have no integration, so if you want to use data from one in the other, you have to provide the connectivity yourself.

The all-in-one strategy is a single monolithic application that does a bunch of things moderately well, but no one thing really well. We see this in big marketing suites like Adobe Marketing Cloud, Oracle Marketing Cloud, Salesforce Marketing Cloud (seeing a theme in the names?). These are typically bundled tools that have integration among them, and you tend to see these deployed in large organizations. They typically have robust governance and access controls as well.

All-in-one presents two challenges as well: cost and quality. All-in-one tools cost substantially more than any of their components if bought separately, and some cost more than buying all the best-in-class solutions entirely because of integration and infrastructure costs on the part of the vendor. The bigger challenge with all-in-one tools is the quality. They tend to deliver lower quality results than an individual point solution and can be woefully behind the market in terms of features.

Which is your organization worse at? Which do you need more? For a company like Trust Insights, we’re small enough to not have major governance problems, and we have significant cost constraints compared to, say, Accenture or Deloitte. We have robust technical capabilities, and because we’re all about data quality, quality matters a ton. For us, the approach is obvious.

The question for all of us is, which approach is a better fit for our companies? The two schools of thought solve each other’s problems in many ways; all-in-one provides governance and integration at the cost of expense and quality; best-in-class provides quality and typically lower costs at the expense of governance and integration.

Choose your path wisely!

The Bright Idea

In this week’s In-Ear Insights, we discuss shiny object syndrome, blind spots in your marketing technology (especially around AI and machine learning) and how arrogance can lead to substantial technical problems in your tech stack and company culture. How can you avoid pitfalls and blind spots? How do you manage AI and machine learning initiatives, especially if you’re a non-technical manager?

Watch/listen to the most recent episode of In-Ear Insights here

And in this week’s So What? (which airs Thursdays at 1 PM Eastern on YouTube), the team tackles Google Core Web Vitals. These new measurements WILL become part of your SEO ranking in 2021. Learn what they are and how to get started with them.

Watch the most recent episode of So What? here!

Coming up on this week’s So What?, we’ll be tackling Video SEO basics. Tune in on Thursdays at 1 PM Eastern Time on our YouTube channel.

Are you subscribed to our YouTube channel? If not, click/tap here to subscribe!

Rear View Mirror Data

In this week’s Rear View mirror, we look at content republishing. What percentage of content has been recycled/reused every week in 2020?

Data

One of the most interesting things that jumps out is that as of May 2020, we see republishing leap up from the low single digits to substantial double digits – and stay there for a good chunk of the year. It shouldn’t be a surprise; the pandemic drastically changed content creation budgets, from massive layoffs at traditional publications and newsrooms to millions of people globally losing their jobs. Republishing content is a quick way to keep content appearing fresh with diminished resources.

Is republishing a viable strategy? For SEO purposes, when we compare republished content to non-republished content, we find that republished content tends to get less organic search traffic (an average of 575 fewer visits, or about 10% less traffic), but earns more inbound links (63 more on average). If your goal is earning inbound links to drive SEO, republishing works. If your goal is earning organic search traffic itself, republishing may not be as helpful.

Methodology: Trust Insights used the AHREFS SEO tool to extract day-level publishing statistics for posts using the top 25 English stopwords. While not filtered specifically to English, stopword usage inherently biases the data to the English language. For comparing republised to non-republished content, we selected 13,003 republished posts and an equal number of non-republished posts. The dates of extraction are March 1, 2020 – October 4, 2020. The date of study is October 6, 2020. Trust Insights is the sole sponsor of the study and neither gave nor received compensation for data used, beyond applicable service fees to software vendors, and declares no competing interests.

In Case You Missed It
Partner Spotlight

AI Academy for Marketers is an online education platform designed to help marketers understand, pilot, and scale artificial intelligence. Join Katie Robbert, CEO of Trust Insights, and Christopher Penn, Chief Data Scientist of Trust Insights, for three separate courses in the academy:

  • 5 use cases of AI for content marketing
  • Intelligent Attribution Modeling for Marketing
  • Detecting and Mitigating BIAS in Marketing AI

The Academy is designed for manager-level and above marketers, and largely caters to non-technical audiences, meaning you do not need a background in analytics, data science or programming to understand and apply what you learn. One registration gives you unlimited access to all the courses, an invitation to a members-only Slack Instance, and access to new courses every quarter.

Join now and save $100 off registration when you go to TrustInsights.ai/aiacademy and use registration code PENN100 today.

Interested in sponsoring In The Headlights? Contact us for sponsorship options to reach over 10,000 analytically-minded marketers and business professionals every week.

Shiny Objects

Shiny Objects is a roundup of the best content you and others have written and shared in the last week.

Data Science and AI

SEO, Google, and Paid Media

Social Media Marketing

Content Marketing

Get Back To Work

We’ve changed things up in Get Back To Work, and we’re looking at the top 310 metro areas in the United States by population. This will give you a much better sense of what the overall market looks like, and will cover companies hiring in multiple locations. Want the entire, raw list? Join our Slack group!

What do you do with this information?

By looking at this data, you’ll see what the most popular titles are; use any of the major job/career sites to ensure your resume/CV/LinkedIn profile matches keywords and phrases for those titles. For companies, search job sites for those companies specifically to see all the open positions and apply for them.

You can also hit up LinkedIn and see who you know at companies listed, and see if your connections have any inside tips on hiring.

Top Marketing Positions by Count, Manager and Above

  • Marketing Manager : 487 open positions
  • Digital Marketing Manager : 285 open positions
  • Social Media Manager : 159 open positions
  • Director of Marketing : 136 open positions
  • Marketing Director : 135 open positions
  • Account Manager : 126 open positions
  • Project Manager : 85 open positions
  • Product Marketing Manager : 82 open positions
  • Product Manager : 78 open positions
  • Communications Manager : 68 open positions

Top Marketing Hiring Companies by Count, Manager and Above

  • Google : 150 open positions
  • Amazon.com Services LLC : 118 open positions
  • Thermo Fisher Scientific : 87 open positions
  • Deloitte : 65 open positions
  • Northrop Grumman : 62 open positions
  • JPMorgan Chase Bank, N.A. : 55 open positions
  • Verizon : 50 open positions
  • Microsoft : 46 open positions
  • Facebook : 44 open positions
  • Amazon Web Services, Inc. : 39 open positions
  • PayPal : 39 open positions

Top Locations of Hiring Companies by Count, Manager and Above

  • New York, NY : 663 open positions
  • San Francisco, CA : 355 open positions
  • Austin, TX : 343 open positions
  • Chicago, IL : 330 open positions
  • Seattle, WA : 317 open positions
  • Atlanta, GA : 245 open positions
  • Remote, NA : 225 open positions
  • Boston, MA : 205 open positions
  • Dallas, TX : 205 open positions
  • Los Angeles, CA : 198 open positions

Methodology: Trust Insights uses the Indeed.com API to extract open positions from a geographic area focused on marketing analytics, marketing, social media, data science, machine learning, advertising, and public relations, with a filter to screen out the most junior positions.

Our Featured Partners are companies we work with and promote because we love their stuff. If you’ve ever wondered how we do what we do behind the scenes, chances are we use the tools and skills of one of our partners to do it.

Join the Club

Are you a member of our free Slack group, Analytics for Marketers? Join 800+ 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?

  • MarTech East, October 2020, virtual
  • MarketingProfs, November 2020, virtual
  • MadConNYC, December 2020, New York City

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

Want some private training at your company? Ask us!

In Your Ears

Would you rather listen to our content? Follow the Trust Insights show, In-Ear Insights in the podcast listening software of your choice:

Stay In Touch

Where do you spend your time online? Chances are, we’re there too, and would enjoy sharing with you. Here’s where we are – see you there?

Required FTC Disclosures

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

Trust Insights maintains business partnerships with companies including, but not limited to, IBM, Talkwalker, Zignal Labs, Agorapulse, and others. All Featured Partners are affiliate links for which we receive financial compensation. While links shared from partners are not explicit endorsements, nor do they directly financially benefit Trust Insights, a commercial relationship exists for which we may receive indirect financial benefit.

Conclusion

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