Marketing Midday - August 29, 2022
Welcome to Marketing Midday, an up-to-date report of the latest digital marketing headlines. These are
five top headlines:
1. Google is rolling out a significant algorithm update designed to penalize websites with unhelpful content.
2. Well-produced, short form video content has become a necessity for companies, Hubspot claimed.
3. Your SEO strategy must adapt to disruptions, including the pandemic, the war, political divisions, and the fluctuating economy.
4. A new study reveals that global social media ad spend jumped 19% year-over-year. Are you keeping up?
5. 60% of young people are considering a career in marketing, Marketing Week shared.
1. Google Launched a Content-Related Algorithm Update
Google is rolling out an algorithm update called “helpful content.” According to Search Engine Land, Google’s helpful content update is meant to reward content written for humans. Google defines “helpful content” as content that is:
- created for a specific audience
- features expertise
- is trustworthy and credible
- meets the needs of the searcher.
This update will penalize websites with unsatisfying or unhelpful content written for search engines rather than for humans. How should marketers respond? Create great, reliable, and trustworthy content.
2. Well-Produced Short Videos Are Important for Companies
66% of consumers are relying on marketing videos to learn about brands and products, according to a study released by Hubspot. For marketing videos specifically, 36% of respondents said that the ideal length is 1-3 minutes, which isn’t much of a surprise with the rising popularity of TikTok, Instagram Reels, YouTube Shorts, and other short form video platforms.
When asked why consumers watch videos:
- 32% said to relax and unwind
- 26% said to laugh or be entertained
- 13% said to explore an interest or passion
- 11% said to try something new
- 6% said to escape from daily life
Production quality is becoming increasingly important as well. 64% of consumers say that production value impacts if they watch a video.
3. Your SEO Strategy Must Adapt to Global Disruptions
In a recent opinion piece for Search Engine Land, Adam Tanguay wrote that SEOs exist to help brands and businesses grow, but they also help searchers find high-quality answers and solutions.
During the last 2 years of global disruption, searcher needs have changed dramatically, and SEOs have had to adjust accordingly. As global disruption continues, Adam recommends SEOs gather information from Google Trends and keyword research tools to understand the topics and queries users are searching.
He suggests aligning SEO and paid search strategies to receive the most up-to-date information on search behavior. Current customers and leads can also be an indicator of search needs changing if subscriptions are cancelled or repeat purchases slow down.
Lastly, Adam recommended tracking traffic and impressions, even when your rankings stay the same, because these metrics can indicate broad interest shifts. The best way to address interest shifts is through blog posts that cover how recent affairs affect your industry.
4. Global Social Media Ad Spend Increased 19% Year-Over-Year
Global social media ad spend jumped 19% year-over-year, according to a report by Emplifi. This might come as a surprise since many platforms have reported a drop in social media ad spend during the last quarter.
- Click-through rates have been steadily decreasing over time, now below 1%, which is an 11% drop year-over-year.
- Cost-per-click has remained relatively stable with some slight variations in recent quarters.
- Instagram dominates the other platforms in engagement metrics with about 32 interactions per 1,000 impressions compared to Facebook with about 5.2 interactions per 1,000 impressions.
- Tik Tok sees higher engagement on video content than Instagram, but lower engagement overall, and 68% of brands post more often on Instagram than on TikTok.
5. 60% of Young People Consider a Career in Marketing
Marketing Week shared that 60% of young people sixteen to twenty-one would consider a career in marketing, according to new research from the Chartered Institute of Marketing. 35% of young people surveyed believe marketing is a safer profession for financial stability than other career choices. Parents were also surveyed, and 30% say they wouldn’t want their child working in marketing because they believe it has a reputation for being a stressful job.
As a long time marketer, I’m excited to see so many young people considering marketing as a career choice. Marketing welcomes a diverse range of skills that are highly transferrable, making it a resilient career path.
Keep Up With the Latest Digital Marketing Headlines
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Meet the Author
Matt Scroggs
Senior SEO Strategist
Hi, I'm Matt Scroggs, a digital marketing strategist. For two decades I served as the senior digital marketer for several global, iconic brands. Today, I'm the chief marketing officer at RivalMind, an agency 100% dedicated to helping companies thrive by driving transformational growth through innovative digital marketing. I'm also a lifelong Cubs fan, a faithful family man, and a web analytics junkie—relentlessly tracking conversions, loyalty, and advocacy, which are often as elusive as the pennant!
Specialties: Marketing Savant, Idea Guy
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