Marketing Midday - September 26, 2022
Welcome to Marketing Midday, an up-to-date report of the latest digital marketing headlines. These are
five top headlines:
1. Are press releases good for SEO? How do you follow journalistic guidelines while taking search rankings into considerations?
2. 58% of people say that using emojis at work boosts creativity, according to the annual Emoji Trend Report.
3. When hiring in marketing, look for a candidate with a “batteries included” mentality, not a unicorn.
4. Two updates from TikTok: brand loyalty for the video platform continues to soar as Instagram and Facebook decline, and a new feature called "TikTok Now" resembles BeReal.
5. Only 3% of the internet is accessible for people with disabilities, but websites must be accessible under Title Three of the ADA.
Are Press Releases Good for SEO?
Press releases took in a new appeal when SEOs figured out that links from top-notch news sites could help with rankings. Unfortunately, that resulted in abuse – SEOs writing press releases for anything and everything. Now, Google ignores links from press releases. Does this mean they can’t be used for SEO?
Search Engine Journal argues that press releases are still relevant today if they inform people of a big event your company is hosting, announce the release of a new product or service, gain attention for your brand, or prevent a crisis from escalating. Press releases assist SEO efforts best when they attract public interest that leads to your site.
Press releases should still be written according to journalistic guidelines and should not be focused on keyword targeting. Spammy backlinks gained through low-quality news are out; quality press releases that inform and engage are in.
Do Emojis Boost Creativity?
In Adobe’s annual Emoji Trend Report, 58% of people said using emojis at work boosts creativity, and 79% said emojis allow them to quickly share ideas with co-workers.
Emojis are most often used in text messages and social media comments or posts. However, 20% of people use emojis in instant messaging apps like Microsoft Teams, Slack, and WhatsApp as well. Outside of the workplace, 73% of emoji users think people who use emojis are friendlier, funnier, and cooler than those who don’t.
How will this information change your brand’s approach to emoji usage in marketing and customer communication?
Batteries Included Marketers vs Unicorn Marketers
In a recent opinion piece for Marketing Week, Colin Lewis described hiring “batteries included” marketers. In marketing, we often look for a unicorn of a person who can make viral TikToks, use Google Analytics, write SEO copy, and be a team player – but does such a person even exist?
Lewis believes that building a great marketing team starts with people who can work things out. He says to look for someone who is a self-starter, willing to take charge, and willing to step outside their comfort zone. The speed of new technology is far too fast to find a marketer who has experience in every area. A “batteries included” marketer will be up for a challenge and eager to learn new technologies to reach their target market.
TikTok Released Two New Updates
TikTok rose from spot number 21 to number 5, according to the Brand Keys Loyalty Leaders annual analysis. Facebook fell 17 spots, and Instagram fell 6 spots. TikTok has become the leader in social media with other platforms copying its approach to short form video, recommended content, and shopping features. Despite efforts to mimic TikTok, brand loyalty to Facebook and Instagram have declined.
In other TikTok news, a new feature called TikTok Now seems to be a copy of BeReal. TikTok Now prompts users to share a selfie using the front and back camera at a random time each day. Instagram and Snapchat have already replicated key elements of BeReal in their own platforms. TikTok’s copy is unique, because the platform has framed itself as “an entertainment app,” highlighting the best content from across the platform, while Instagram and Snapchat have focused on users curating their experience via their own friends and interests.
Will TikTok continue to incorporate friend-focused features in the app?
Accessibility on the Internet is a Huge Problem
Accessibility on the internet is a major problem; only 3% of the web is accessible for users with disabilities, according to Moz. The Justice Department recently published its first web accessibility guidance in 10 years. Websites must be accessible under Title Three of the ADA, which requires any business “open to the public” to make their online content and services accessible to people who rely on assistive technologies like screen readers.
With over 250,000 sites launched each day, determining and resolving accessibility issues must be automated. However, even the best automations can detect only 70% of errors and only resolve two-thirds of them. 30% of issues remain to be detected and resolved by human developers. With these roadblocks it’s no surprise that internet accessibility is so far behind.
Keep Up With the Latest Digital Marketing Headlines
Those are our top 5 stories of the week! Follow us on LinkedIn, YouTube, and Instagram to stay up-to-date with our newest episodes.
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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