A Most Googley Week 🎸 The Changing Content Marketing Landscape 👀 The Future Of Conversational Marketing 💬

Happy Friday Marketing Engineers!

If you’re new, welcome aboard 👋. If you're a seasoned Engineer, thanks for sticking around! Coming up today: 100 clickable email subject lines, how to calculate CAC payback period, and 7 ways to elevate your responsive search ads.

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🚀 Adam

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🗞 Marketing News

Google Now Defaults To Not Indexing Your Content [6 min read]

Details of a shift from a comprehensive to a highly selective indexing strategy, often defaulting to not indexing new content unless it perceives a genuine need or uniqueness | This presents challenges for content creators, especially smaller bloggers and niche websites, who now must not only create high-quality content but also convince Google of its necessity for indexing. Consequently, users may find valuable content undiscoverable through Google, transforming it from a comprehensive search engine into a more exclusive catalog.

13 Surprising Platforms Competing With Google [18 min read]

Google is facing challenges such as user dissatisfaction with AI Overviews, controversial algorithm updates, and the mixed reception of Google Analytics 4, leading to a slight decline in its search market share | Various emerging competitors, like TikTok, Facebook, Instagram, ChatGPT, Reddit, Quora, Amazon, and Walmart.com, are attracting users and marketers with unique features and experiences. Also, smaller search engines such as DuckDuckGo, YouChat, Arc Search, Brave Search, and Perplexity AI are gaining traction with privacy-focused searches, AI-driven results, and personalized user experiences, gradually chipping away at Google's dominance.

Why Google Prefers Forums And How To Adapt [13 min read]

Google has shifted its preference from niche sites to user-generated content sites like Reddit and Quora, significantly boosting their organic visibility and traffic while negatively impacting independent bloggers | Niche site owners are struggling due to AI-generated content and the commoditization of expertise, and they are encouraged to create their own forums to foster authentic community engagement and leverage crowdsourced content. Successful forums should focus on specific audiences, screen for real humans, encourage genuine conversations, and self-moderate to maintain quality, ensuring they become trusted sources of information and discussion.

Content Marketing As We Know It Is Dying [10 min read]

While content marketing as a standalone department is dying, the demand for content skills is stronger than ever, with companies restructuring to integrate these skills into more specialized roles | Content marketers should develop their careers by focusing on either the creative or strategic side of content, seeking roles on growth teams or product marketing/audience teams accordingly. To adapt to industry changes, content marketers should leverage their skills in more specialized, revenue-oriented roles to avoid burnout and enhance their strategic impact.

🤖 Artificial Intelligence

Superintelligence - 10 Years Later [12 min read]

In 2014, "Superintelligence" by Nick Bostrom raised awareness about AI risks and received endorsements from prominent figures | Significant AI advancements from 2014 to 2024, especially the 2022 breakthrough, brought AI into the public spotlight and shifted perceptions towards emphasizing AI safety and regulation. There is now an urgent need to address AI safety and control problems as AGI development accelerates, ensuring superintelligent AI aligns with human values to prevent potential existential threats.

🧠 Hacks & Tactics

100 Clickable Email Subject Lines - Download The Free Guide From Hubspot [10 min read]

Effective email subject lines are crucial for capturing recipients' attention and achieving high open rates amidst the clutter of modern inboxes | There are various types of successful subject lines, such as promotional, curious, funny, pain point, reengagement, emoji, social proof, personalized, welcome, problem-based, and follow-up, each with specific examples illustrating their effectiveness. Writing concise and impactful short copy requires understanding the target audience and conveying messages effectively in a few words.

Content Not Converting? Most People Miss These 4 Things [4 min read]

To improve content conversion, simplify your product copy by using clear language, bullet points, specific descriptions, and images to enhance reader understanding and engagement | Align your offers with the reader's immediate needs and buyer's journey stage, creating specific landing pages for different features to funnel relevant traffic effectively. Also, incorporate discount codes to reduce financial risk and create urgency, and use social proof like testimonials and reviews to build trust and reduce perceived risk for potential buyers.

⚙️ Machine Shop

How To Calculate CAC Payback Period [16 min read]

The various factors that impact CAC Payback, including sales and marketing expenses, cost of goods sold, and industry-specific considerations, providing a comprehensive understanding of the metric | Also, insights into benchmarks, considerations, and potential pitfalls, aiding readers in determining what constitutes a "good" CAC Payback period and navigating the complexities of its assessment.

Email & SMS Frequency: Key Strategies and Examples [7 min read]

Increasing email and SMS frequency, when appropriately segmented, can boost customer retention and lifetime value | Experiment with brand-focused content, use AI for personalized messaging, and integrate SMS and email marketing to increase revenue. Granular segmentation is key for effective high-volume campaigns.

7 Ways To Elevate Your Responsive Search Ads [8 min read]

Crafting concise and impactful ads | Leverage features like keyword insertion for relevance and countdown insertion for creating a sense of urgency, all aimed at enhancing ad performance and driving higher engagement and conversion rates in PPC campaigns.

How To Successfully Enter A New Market With Influencer Marketing [4 min read]

Explore the growing role of influencers in facilitating market expansion, particularly for businesses venturing into new territories | Take a strategic approach, with thorough market research, selective influencer partnerships, and thoughtful platform selection to effectively reach target audiences. Gain credibility with user-generated content and transparent collaborations, and foster trust with audiences.

🔮 The Future

The Future of Conversational Marketing [3 min read]

The integration of AI technologies, such as chatbots and voice search optimization, enhance personalized customer experiences across multiple channels | Find actionable steps for businesses to implement AI-driven strategies effectively. Stay up to date on technologies, and use conversational marketing to engage prospects and drive conversions.

Is Mimicking The Cells That Carry Hemoglobin The Key To A Blood Substitute? [15 min read]

ErythroMer, a new candidate made from recycled human hemoglobin encapsulated in a membrane, shows promise as a shelf-stable and universally compatible solution for emergencies | Despite previous challenges with artificial blood substitutes, ongoing research, DARPA funding, and potential future clinical trials suggest that ErythroMer and similar hemoglobin-based oxygen carriers could soon become viable options for transfusions.

Google Core Update Expected In Coming Weeks [2 min read]

Danny Sullivan, the Google Search Liaison, announced that a new Google core update is expected to roll out in the coming weeks, although the exact timing remains uncertain due to the unpredictable nature of the update process | He explained that these updates are not scheduled for specific dates but are launched once the ranking team completes their changes, testing, and evaluations. Sullivan emphasized the importance of rewarding high-quality content creators and mentioned efforts to gather feedback from them to improve search quality and ensure fair recognition.

📓 Learn More

Modern Marketing Methods at UPenn

The Wharton Management Development Program equips participants with a comprehensive blend of hard and soft skills essential for effective leadership and management, including operational and strategic decision-making, financial and accounting acumen, and marketing and communication capabilities | The program offers flexible online learning with recorded lectures, live webinars, office hours, discussion boards, and fireside chats, ensuring an interactive experience that balances work and life. Participants can build a global network of high-achieving peers and apply their learnings immediately in their workplace through hands-on application exercises.

🗳️ Feedback Dept!

That's it for this week! See you next week. 😎

✌️ Team Marketing Machine

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