Marketing Scoop Podcast

Marketing Scoop’s current podcast season is coming to an end, and we’ll be taking a break for now. We hope you enjoyed these case study-based episodes with some of the top marketing guests in the world. Thanks to our loyal listeners, and be sure to check out semrush.com in the meantime!  Host, Laura Morelli https://au.linkedin.com/in/laura-morelli-74010a68 https://twitter.com/lauramorellii Links mentioned: SEMrush - https://www.semrush.com/  SERrush blog - https://blog.semrush.com/ SEMrush Twitter - https://twitter.com/semrush  SEMrush LinkedIn - https://www.linkedin.com/company/semrush/  SEMrush Instagram - https://www.instagram.com/semrush/ Contact us - podcast@semrush.com 

Today on the Marketing Scoop, we’re talking to Nathan Lomax, co-founder of E-commerce marketing agency Quickfire Digital.  In this episode, Nathan shares how he doubled the size of his business by doing one thing - rebranding. You’ll also learn the secrets of how Quickfire Digital generates thousands of leads each month, and why Nathan recommends focusing on agency partnerships instead of traditional lead generation through things like SEO or paid advertising. Plus, you’ll want to hear Nathan’s interesting background and his tips for how to stay on top of your business without facing burnout. Guest, Nathan Lomax https://twitter.com/nathan_lomax  https://www.linkedin.com/in/nathan-lomax  Host, Laura Morelli https://au.linkedin.com/in/laura-morelli-74010a68 https://twitter.com/lauramorellii Links mentioned: Quickfire Digital - https://www.quickfiredigital.co.uk/  Spencer Gallagher - https://www.linkedin.com/in/spencergallagher/?originalSubdomain=uk  Google Pay - https://pay.google.com/about/  Apple Pay - https://www.apple.com/apple-pay/  Scribeless - https://scribeless.co/ Fred Cohen - https://www.linkedin.com/in/fred-cohen-5791901b/?originalSubdomain=uk  Martin Harper - https://www.linkedin.com/in/martin-harper-47637a98/?originalSubdomain=uk 

In today’s episode of the Marketing Scoop, we’re talking to Shaina Weisinger, Founder and CEO of the done-for-you content strategy service Repurpose House.  You’ll hear how Repurpose House client Endless Events doubled their site traffic and tripled its site contacts without spending a dollar on advertising.  Plus, Shaina discusses the importance of getting that extra marketing mileage out of your pre-existing content, and why video crushes images and texts when it comes to social media strategies.  Guest, Shaina Weisinger https://www.linkedin.com/in/shainaweisinger/ https://twitter.com/weisingershaina Host, Laura Morelli https://au.linkedin.com/in/laura-morelli-74010a68 https://twitter.com/lauramorellii Links mentioned: Repurpose House - https://repurposehouse.com/  Wake Brand Media - https://wakebrandmedia.com/  Repurpose House and Endless Events Case Study - https://repurposehouse.com/wp-content/uploads/2019/05/Endless-Events-Case-Study.pdf  Endless Events - https://helloendless.com/  Hubspot - https://www.hubspot.com/  Sendible - https://www.sendible.com/  Storrito - https://storrito.com/  IGTV - https://about.instagram.com/blog/announcements/welcome-to-igtv  Facebook - https://www.facebook.com/  Instagram - https://www.instagram.com YouTube Ads - https://youtube.com/ads/  The Content Coalition Podcast - https://repurposehouse.com/podcast/ 

Today on the Marketing Scoop, we’re talking to Gary Illyes, Webmaster Trends Analyst for Google, and ‘Chief of Sunshine and Happiness.’ Listen in as Gary explains how Google worked with Rakuten to help them leverage structured data to improve the user experience and more than double their traffic.  This interview is also jam-packed with Gary’s thoughts on structured data, voice search, schema, and...Britney Spears.  Plus, check out the listener Q&A session at the end of the episode. You don’t want to miss it!  Guest, Gary Illyes  https://twitter.com/methode Host, Laura Morelli https://au.linkedin.com/in/laura-morelli-74010a68 https://twitter.com/lauramorellii Links mentioned: Google - https://www.google.com/  Rakuten - https://www.rakuten.com/  Case Study: Rakuten increases time on site 1.5x with the recipe search experience on Google - https://developers.google.com/search/case-studies/rakuten-case-study  Rakuten Recipe - https://recipe.rakuten.co.jp/  Google’s John Mueller - https://twitter.com/johnmu Google’s Daniel Waisberg - https://twitter.com/danielwaisberg  Q&A with Gary Illyes from Google - https://www.youtube.com/watch?v=29p7tLrdOYA&feature=youtu.be  SEMrush Twitter - https://twitter.com/semrush 

Today on the Marketing Scoop, we’re exploring conversational AI with Nestlé USA's Orchid Bertelsen.  Orchid is the Head of Digital Innovation at Nestlé USA where she evaluates and tests emerging technologies. From artificial intelligence and voice assistance to augmented and virtual reality, her varied portfolio has her looking after more than 40 brands.  Listen in as Orchid discusses how Nestlé USA and Pandora teamed up on an alpha product to understand how consumers are interacting with voice technology while they're in their daily routines, and how brands can become an answer to consumer’s questions via conversational AI. Guest, Orchid Bertelsen  https://www.linkedin.com/in/orchidbertelsen/  https://twitter.com/OrchidBertelsen  Host, Laura Morelli https://au.linkedin.com/in/laura-morelli-74010a68 https://twitter.com/lauramorellii Links mentioned: Nestle - https://www.nestle.com/  Pandora - https://www.pandora.com/  Interactive Voice Alpha  - https://www.adweek.com/brand-marketing/pandora-begins-testing-interactive-voice-ad-functionality Google Home - https://store.google.com/us/magazine/compare_nest_speakers_displays  Amazon Alexa - https://www.amazon.com/smart-home-devices  Microsoft Cortana - https://www.microsoft.com/en-us/cortana  SXSW - https://www.sxsw.com/  HBO’s Westworld Experience at SXSW - https://www.businessinsider.com/westworld-hbo-experience-at-sxsw-2018-3  Oreo Experience at SXSW - https://www.adweek.com/digital/oreo-uses-twitter-make-3d-cookies-sxsw-156121/  Haagen-Dazs - https://www.haagendazs.us/  Check out Orchid’s articles on Medium - https://medium.com/@orchid.bertelsen 

On this episode of the Marketing Scoop powered by SEMrush, we’re talking to Tim Natividad, Head of Advertising Sales and Performance Marketing at Roku, America’s number one streaming platform.  Listen in as Tim discusses the launch of Roku’s OneView Advertising Platform during COVID-19, and shares tips on how to leverage times of uncertainty to address fast-changing customer needs.  Plus, you’ll learn why marketers should invest in over the top (OTT) advertising and how Roku uses their own data at scale to help its advertisers reach their goals.  Guest, Tim Natividad https://www.linkedin.com/in/tim-natividad-77135940/  https://twitter.com/timnatividad Host, Laura Morelli https://au.linkedin.com/in/laura-morelli-74010a68 https://twitter.com/lauramorellii Links mentioned: Roku - https://www.roku.com/  Roku’s OneView Advertising Platform - https://advertising.roku.com Dataxu - https://advertising.roku.com/dataxu  ThirdLove - https://www.thirdlove.com Baskin Robbins - https://www.baskinrobbins.com T-Mobile - https://www.t-mobile.com TurboTax - https://turbotax.intuit.com Home Together Initiative - https://blog.roku.com/home-together

Today on the Marketing Scoop Podcast, we’re talking to Prelini Udayan-Chiechi, VP of Marketing EMEA at Zendesk, about the success of the company’s new virtual morning show. Listen in as Prelini walks us through how the Zendesk Morning Show went from concept to release in just 3 weeks while in the midst of the COVID-19 pandemic. Plus, you’ll hear why the viewer figures for the Zendesk Morning Show are 35% higher, compared to 40 webinars ran during all of 2020.  Guest, Prelini Udayan-Chiechi https://www.linkedin.com/in/prelini/?originalSubdomain=uk  https://twitter.com/prelini  Host, Laura Morelli https://au.linkedin.com/in/laura-morelli-74010a68 https://twitter.com/lauramorellii Links mentioned: Zendesk - https://www.zendesk.com/  Zendesk Morning Show - https://www.zendesk.co.uk/campaign/morning-show/  The Morning Show on Apple TV - https://tv.apple.com/us/show/the-morning-show/umc.cmc.25tn3v8ku4b39tr6ccgb8nl6m  Zendesk YouTube - https://www.youtube.com/user/zendesk  Remote Support Bundle - https://www.zendesk.com/campaign/remote-support-bundle/  Tech For Good - https://www.zendesk.com/blog/zendesk-tech-good-participants-create-crucial-covid-19-resources/  Peloton - https://www.onepeloton.com/ 

Today on the Marketing Scoop Podcast, we’re talking to Austin Rief, co-founder of Morning Brew, a daily email newsletter offering informative and digestible business news from Wall Street to Silicon Valley.  In this episode, you’ll hear how the Morning Brew team increased revenue by 5X in just one year, built a strong referral program, and grew to over 2 million newsletter subscribers. Plus, Austin discusses the importance of open rates vs. subscriber numbers (around 1 million unique people open their emails daily!) and building brand awareness simply by providing outstanding content.  Guest, Austin Rief https://www.linkedin.com/in/austin-rief/  https://twitter.com/austin_rief  https://www.instagram.com/austinrief Host, Laura Morelli https://au.linkedin.com/in/laura-morelli-74010a68 https://twitter.com/lauramorellii Links mentioned: Morning Brew’s Website - https://www.morningbrew.com/daily/stories  Retail Brew - https://www.morningbrew.com/retail.html  Emerging Tech Brew - https://www.morningbrew.com/emerging-tech.html  Marketing Brew - https://www.morningbrew.com/marketing.html  Morning Brew’s Podcast, Business Casual - https://www.businesscasual.fm/ 

Today on the Marketing Scoop Podcast, the talented Sabena Gupta, campaign lead for Alexa at Amazon and former Director of Brand Strategy & Marketing at The New York Times, joins us to discuss how to build a trustworthy brand. You’ll hear how Sabena helped formulate the award-winning New York Times marketing campaigns such as “The Truth Is Hard” and “The Truth Has A Voice,” which aired during the 2017 Oscars and Golden Globes, respectively.  Plus, she explains the importance of mission-driven marketing and effective communication, and how she landed a spot on the prestigious Forbes 30 Under 30 list. Listen in.  Guest, Sabena Gupta https://www.linkedin.com/in/sabenagupta/  https://www.sabenagupta.com/ Host, Laura Morelli https://au.linkedin.com/in/laura-morelli-74010a68 https://twitter.com/lauramorellii Links mentioned: The New York Times - https://www.nytimes.com/  Amazon Alexa - https://developer.amazon.com/en-US/alexa  Truth Campaign - https://youtu.be/gY0Fdz350GE   Forbes 30 Under 30 - https://www.forbes.com/profile/sabena-gupta/#497f8691224d  AdAge 40 Under 40 - https://adage.com/article/special-report-40-under-40/ad-ages-list-40-people-under-age-40-shaping-marketing-media-and-agency-industries/2193906  Jonathan Mildenhall - https://www.linkedin.com/in/mildenhall/  21st Century Brand - https://twentyfirstcenturybrand.com/      

In the midst of a global pandemic, it’s safe to say the results from Microsoft Teams have been monumental with an increase of 1,260% growth in traffic (from Feb 20 to Apr 20’, source - SEMrush). The company recently set a new record of 4 billion meeting minutes in one day, along with a new high of 200 million meeting participants. Today on Marketing Scoop, we’re talking to Kady Dundas, Senior Director of Product Marketing at Microsoft Teams, about what life at Microsoft has been like during this new normal. Listen in as Kady discusses Microsoft’s contribution to society across the world during COVID-19, and how to keep your teams motivated during these times of uncertainty.  Guest, Kady Dundas https://www.linkedin.com/in/kadydundas/  https://twitter.com/kadydundas  Host, Laura Morelli https://au.linkedin.com/in/laura-morelli-74010a68 https://twitter.com/lauramorellii Links mentioned: Microsoft Team’s Website - https://www.microsoft.com/   Team’s Background Features - https://support.microsoft.com/en-us/office/change-your-background-for-a-teams-meeting-f77a2381-443a-499d-825e-509a140f4780  SEMrush’s Ecommerce & Consumer Trends During Coronavirus - https://www.semrush.com/blog/ecommerce-covid-19/  Microsoft Cloud Strength Drives Third Quarter Results - https://www.microsoft.com/en-us/Investor/earnings/FY-2020-Q3/press-release-webcast  Microsoft Team’s Blog - https://techcommunity.microsoft.com/t5/microsoft-teams-blog/bg-p/MicrosoftTeamsBlog  University of Bologna (Italy) - https://www.unibo.it/en  Follow Lori Wright of Microsoft - https://www.linkedin.com/in/lowright/ 

In this episode of the Marketing Scoop, Garrett Mehrguth, CEO at Directive, a next-gen performance marketing agency for software companies, walks us through the eight actionable steps of how to create a go-to-market SEO strategy. You’ll also hear how to gain terrific ROI with a smaller budget by focusing on best segments, driving awareness, and capturing existing demand.  You don’t want to miss this game plan that’s sure to be effective during these turbulent times. Listen in.  Guest, Garrett Mehrguth  https://www.linkedin.com/in/garrettmehrguth/ https://twitter.com/gmehrguth Host, Laura Morelli https://au.linkedin.com/in/laura-morelli-74010a68 https://twitter.com/lauramorellii Links mentioned: Directive’s website - https://directiveconsulting.com/  LinkedIn Sales Navigator - business.linkedin.com/sales-navigator

In today’s episode of the Marketing Scoop, you’ll hear how software company Atlassian used YouTube to grow their marketing funnel.  By offering tutorials, best practices, and playbooks - and not gating the content - Atlassian educated its prospective and existing customers with great stories. So, instead of hiding content, they made it super accessible. Listen in as Claire Drumond, Content Strategy Lead (Jira & Bitbucket), and Head of Product Marketing at Atlassian dives deeper into Altassian’s YouTube-centric strategy.  Plus, you’ll hear Claire discuss how to create a high-quality video at scale, and why the future of marketing is agile.  Guest, Claire Drumond https://www.linkedin.com/in/claireefisher/  https://twitter.com/claire_drumond Host, Laura Morelli https://au.linkedin.com/in/laura-morelli-74010a68 https://twitter.com/lauramorellii Links mentioned: Atlassian’s website - https://www.atlassian.com/  Bitbucket’s Twitter - https://twitter.com/Bitbucket  Jira’s Twitter - https://twitter.com/Jira  Atlassian’s YouTube - https://www.youtube.com/user/GoAtlassian Shootsta’s website - https://shootsta.com/en-us/

In today’s episode of Marketing Scoop, Amanda Milligan, Marketing Director at growth marketing agency Fractl, is diving into how they earned more than 900 unique backlinks for home improvement marketplace Porch in just one year.  Plus, listen in as Amanda and Laura discuss the importance of continuing to develop content during a time of crisis. 

Christoffer Lorang Dahl, Digital Director at GK Nordic, on how gaming experiencing transformed the recruiting mindset. Although the gaming industry is larger than films and music combined, very few of us are likely to put Fornite playing achievements on our CV.  On this episode of Marketing Scoop, we’re talking to the man who changed this with a single campaign. Christoffer Lorang Dahl is the Digital Director at GK Nordic, Scandinavia’s largest communications agency.  Hear how Christoffer tapped in to reach an untouched yet desirable young audience as he discusses the ‘Adding Gaming Experience to Your CV’ campaign with recruitment company Manpower. 

Elizabeth Marsten, Senior Director of Strategic Marketplace Services at Tinuiti, on how eCommerce and consumer behavior is changing during the COVID-19 pandemic. Today on Marketing Scoop, we’re diving into the impact COVID-19 has had on eCommerce, consumer behavior, and the advertising landscape.  Elizabeth Marsten is the Senior Director of Strategic Marketplace Services, at Tinuiti, an agency that accelerates brand growth. Listen in as Elizabeth and Laura explore the new ‘normal’ reality that everyone is afraid to think about. 

Cameron Mullen of Spin on how to acquire 100k new users by turning offline channels into growth machines: Marketing Scoop Podcast by SEMrush In this episode of Marketing Scoop, we’re discussing how mobility services can fill in gaps during a global pandemic with Cameron Mullen, Head of Marketing for Spin, a shared electronic scooter service owned by the Ford Motor Company.  Most data-driven growth marketers swarm and compete on digital channels, but Spin acquired more than 100,000 new users by turning offline channels into growth machines. Listen in to find out how they did it! Guest, Cameron Mullen, Head of Marketing, Spin  https://www.linkedin.com/in/cammullen/  https://www.spin.app/  Host, Laura Morelli https://au.linkedin.com/in/laura-morelli-74010a68 https://twitter.com/lauramorellii

Greg Galant of Muck Rack on increasing engagement by 110% by making their research tool free: Marketing Scoop Podcast by SEMrush Today, we’re spotlighting Greg Galant, co-founder, and CEO of Muck Rack, about the success of Muck Rack Trends - the latest research tool on Muck Rack which offers a universal look at what journalists are writing about.  Listen in as Greg dives into this free resource for journalists that has been labeled the ‘Google Trends for PR Pros.’ Plus, we talk about remote work and the impact COVID-19 may have on the PR industry as a whole. Guest, Greg Galant https://www.linkedin.com/in/galant https://twitter.com/gregory Host, Laura Morelli https://au.linkedin.com/in/laura-morelli-74010a68 https://twitter.com/lauramorellii Links: Muck Rack Website: https://muckrack.com/ Muck Rack Trends: https://muckrack.com/trends/

Eric Bogard of Arkadium on growing organic traffic by 230% in one year by changing SEO strategy: Marketing Scoop Podcast by SEMrush Today we are spotlighting Eric Bogard, VP of Marketing at Arkadium where he leads the marketing department and corporate strategy.  Over the course of his tenure, he has grown the company’s flagship product over 1000x and instituted a culture centered around testing and user feedback. Arkadium is a creator of premium gaming content designed specifically for grown-up players worldwide. Eric shares how casual users can be converted into raging fans, simple ways to boost organic traffic, and we learn about the importance of online search visibility for your brand. Guest, Eric Bogard https://www.linkedin.com/in/ericbogard/ Host, Laura Morelli https://au.linkedin.com/in/laura-morelli-74010a68 https://twitter.com/lauramorellii Links: Arkadium case study: https://www.semrush.com/company/stories/arkadium/ Arkadium website: https://www.arkadium.com/ SEMrush website: https://www.semrush.com/ Drift: https://www.drift.com/

Harry Sanders of StudioHawk on how to grow a million-dollar SEO company at the age of 22: Marketing Scoop Podcast by SEMrush Today we are spotlighting Harry Sanders of StudioHawk, Australia’s premier SEO agency. Harry’s story is a fantastic journey of bootstrapping himself from nothing to the owner of a global marketing firm. At age 14 he was homeless and started working at SEO and now, at the age of 22, has scaled a million-dollar agency. We discovered much during our interview, covering what he looks for in hiring an SEO, who some of his inspirations are as well as whether SEO is the right choice in a time of crisis. Time code show notes: [02:56] What it takes to be on his team and how to hire a good SEO [05:06] About clients with smaller budgets [06:54] Case study of a small budget SEO client [09:05] Opening a business in the UK [10:01] How to approach SEO marketing when worried about cash flow [11:57] Communication during remote working times [12:40] Most beneficial advice received Guest, Harry Sanders, Director & Head of Search at StudioHawk https://www.linkedin.com/in/harry-sanders-570635113/ https://twitter.com/HarrySandersSEO https://www.studiohawk.com.au/ Host, Laura Morelli https://au.linkedin.com/in/laura-morelli-74010a68 https://twitter.com/lauramorellii

JD Prater, Head of Product Marketing at Quora on how to boost traffic with Quora as an additional marketing channel: Marketing Scoop Podcast by SEMrush - Special Edition This Special Edition Podcast is brought to you by Global Marketing Day - the world’s absolute first 24-hour online marketing conference, held on October 30, 2019. Global Marketing Day was a truly epic live broadcast, streamed continuously for 24 hours from studios around the globe, including Sydney, London, New York, and San Francisco and featuring speakers from Google, WeWork, Conde Nast, Uber, Microsoft, Unicef and many more. Missed Global Marketing Day 2019? You can still enjoy our content in podcast format from wherever you are. Join us for GMDay in October 2020 with a new line up of the world’s marketing leaders! Learn how big brands are marketing in today's ever-changing world. This episode comes from JD Prater, Head of Product Marketing at Quora. JD is a regular speaker at conferences across the globe such as INBOUND, SaaStr, BrightonSEO, and SMX. 300+ million people come to Quora every month to prep, research, evaluate, ask for tips, and learn more about the world around them. But how can that help you? JD will highlight the benefits of Quora in his presentation: How marketers boost traffic with Quora as an additional marketing channel. Guest, JD Prater, Head of Product Marketing at Quora: https://www.linkedin.com/in/jdprater/ https://twitter.com/jdprater Host, Casie Gillette, Senior Director, Digital Marketing at KoMarketing: https://www.linkedin.com/in/casiegillette/ https://twitter.com/Casieg Links: Global Marketing Day Conference Global Marketing Day 2019 Videos

Angelica Ong, UNICEF on Social Media for Social Good: Marketing Scoop Podcast by SEMrush - Special Edition This Special Edition Podcast is brought to you by Global Marketing Day - the world’s absolute first 24-hour online marketing conference, held on October 30, 2019.  Global Marketing Day was a truly epic live broadcast, streamed continuously for 24 hours from studios around the globe, including Sydney, London,  New York, and San Francisco and featuring speakers from Google, WeWork, Conde Nast, Uber, Microsoft, Unicef and many more. Missed Global Marketing Day 2019? You can still enjoy our content in podcast format from wherever you are. Get great advice and practical tips, from marketers by marketers!  Join us for Global Marketing Day in October 2020 with a new line up of the world’s marketing leaders! Learn how big brands are marketing in today's ever-changing world.  This episode comes from Angelica Ong, Global Digital Marketing and Communications Strategist & Social Media Manager, UNICEF. Angelica works on global digital marketing and social media communications at UNICEF’s Office of Innovation and is tasked with managing and overseeing digital content creation, social media, and digital marketing, globally. With experience in social media for social good, Angelica will cover Content/Social media/Digital marketing strategy that will tap into her work at UNICEF. Watch the full episode here. Guest, Angelica Ong, Global Digital Marketing & Social Media Communications Strategist at UNICEF https://www.linkedin.com/in/angelicaong/ https://twitter.com/anggustiloong https://www.angelicaong.com/ Host, Casie Gillette, Senior Director, Digital Marketing at KoMarketing: https://www.linkedin.com/in/casiegillette/ https://twitter.com/Casieg Links: Global Marketing Day Conference: https://www.globalmarketingday.com/ Global Marketing Day 2019 Videos: https://www.globalmarketingday.com/#recordings

Blake Hutchison, Flippa on why strong merchandising is still the best conversion tool: Marketing Scoop Podcast by SEMrush - Special Edition This Special Edition Podcast is brought to you by Global Marketing Day - the world’s absolute first 24-hour online marketing conference, held on October 30, 2019.  Global Marketing Day was a truly epic live broadcast, streamed continuously for 24 hours from studios around the globe, including Sydney, London, New York, and San Francisco and featuring speakers from Google, WeWork, Conde Nast, Uber, Microsoft, Unicef and many more. Missed Global Marketing Day 2019? You can still enjoy our content in podcast format from wherever you are. Get great advice and practical tips, from marketers by marketers!  Join us for Global Marketing Day in October 2020 with a new line up of the world’s marketing leaders! Learn how big brands are marketing in today's ever-changing world.  This episode comes from Blake Hutchison who is the CEO at Flippa.com and who has overhauled the way Flippa thinks about its sales and marketing operations with clear customer alignment. In this episode, Blake will share case studies showing the impact of content on conversion and share his ways for orienting your company this way, the talent required and tracking the effort. Watch the full episode here.  Guest, Blake Hutchison, CEO at Flippa: linkedin.com/in/blakehutchison https://twitter.com/blakenow Host, Casie Gillette, Senior Director, Digital Marketing at KoMarketing: https://www.linkedin.com/in/casiegillette/ https://twitter.com/Casieg Links: Global Marketing Day Conference: https://www.globalmarketingday.com/ Global Marketing Day 2019 Videos: https://www.globalmarketingday.com/#recordings

Luis Navarrete Gómez, LEGO on what agencies need to know when working with enterprises: Marketing Scoop Podcast by SEMrush  This Special Edition Podcast is brought to you by Global Marketing Day - the world’s absolute first 24-hour online marketing conference, held on October 30, 2019.  Global Marketing Day was a truly epic live broadcast, streamed continuously for 24 hours from studios around the globe, including Sydney, London, New York, and San Francisco and featuring speakers from Google, WeWork, Conde Nast, Uber, Microsoft, Unicef and many more. Missed Global Marketing Day 2019? You can still enjoy our content in podcast format from wherever you are - get great advice and practical tips, from marketers by marketers!  Join us for Global Marketing Day in October 2020 with a new line up of the world’s marketing leaders! Learn how big brands are marketing in today's ever-changing world.  This episode comes from Luis Navarrete Gómez, Head of Global Search Marketing at LEGO. Luis defines the strategy for search marketing activity in more than 140 markets for the iconic toy company and has more than 14 years' experience in Search Marketing with cross-functional expertise in technology, business management and leadership. Tapping into his knowledge about enterprise organizations, Luis will give us his insights with the presentation: 5 things agencies need to know about working with enterprise clients. Watch the full episode here. Guest, Luis Navarrete Gómez, Head of Global Search Marketing at LEGO  https://uk.linkedin.com/in/luisnavarrete https://twitter.com/Luis_Navarrete Host, Casie Gillette, Senior Director, Digital Marketing at KoMarketing: https://www.linkedin.com/in/casiegillette/ https://twitter.com/Casieg Links: Global Marketing Day Conference: https://www.globalmarketingday.com/ Global Marketing Day 2019 Videos: https://www.globalmarketingday.com/#recordings

Paul Cowan, CMO of FreshBooks on how they doubled their organic reach and increased sales after firing their agency: Marketing Scoop Podcast by SEMrush Today we are spotlighting Paul Cowan, CMO of FreshBooks. FreshBooks is the best cloud-based small business accounting software having served over 24 million people. Paul has over 15 years of experience in brand marketing, working in both large matrix corporations and small start-up environments. He has a unique skill set that blends technical knowledge, creative marketing and lateral problem-solving. All with the focus to build business for sustaining success, IPO or acquisition. Paul shared a case study about how FreshBooks doubled their organic reach and increased sales after firing their agency. Key Topics Discussed: - How to build an effective internal SEO team - How long it takes to see results in increased site traffic - How to create a community for customers Listen on Apple Podcasts | Google Podcasts | Spotify | Stitcher Links Mentioned: “I Make a Living” events - https://www.imakealiving.com/ “I Make a Living” podcast - https://www.freshbooks.com/podcast Author Geoffrey A. Moore - “Crossing the Chasm” http://www.geoffreyamoore.com/ SEMrush - http://semrush.com/ Guest, Paul Cowan, CMO of FreshBooks https://www.linkedin.com/in/paulcowan/ https://twitter.com/cowanpkc  FreshBooks - http://freshooks.com/ FreshBooks Twitter  - https://twitter.com/freshbooks Host, Espree Devora https://twitter.com/espreedevora https://www.linkedin.com/in/espree http://espreedevora.com/ Marketing Scoop Podcast by SEMrush is a WeAreTech.fm production. Credits: Produced by SEMrush and WeAreTech.fm * Hosted by Espree Devora* Story produced, Edited and Mastered by Adam Carroll * Editing by Stan Rosario * Team Support by Janice Geronimo * music by Epidemic Sound

Neha Bansal, Product Manager at Google. How to increase engagement over 56% by becoming a Google Analytics power user: Marketing Scoop Podcast by SEMrush Today we are spotlighting Neha Bansal, Product Manager at Google. She leads the Google Analytics Intelligence team that focuses on identifying 'insights' from GA data. Once identified, they share insights with their users in a simple, natural language using Google's unparalleled Machine Learning and NLP technologies. She discusses how to become a Google Analytics power user and to increase engagement to over 56%. Key Topics Discussed: - The secret to super-boost your results by using App+Web - How to increase engagement by becoming a Google Analytic power user - How to become a power user through Google Analytics Academy; Listen on Apple Podcasts | Google Podcasts | Spotify | Stitcher Links: - Google Analytics: https://analytics.google.com/analytics/web/ - Gamezop: https://www.gamezop.com/ - Google Analytcs Academy: https://analytics.google.com/analytics/academy/ - App+Web: https://developers.google.com/analytics/devguides/collection/app-web/tag-guide Guest, Neha Bansal, Product Manager at Google https://www.linkedin.com/in/neha-bansal-9b36b525/ https://twitter.com/NehaSlg Host, Espree Devora https://twitter.com/espreedevora  https://www.linkedin.com/in/espree  Marketing Scoop Podcast by SEMrush is a WeAreTech.fm production. Credits: Produced by SEMrush and WeAreTech.fm * Hosted by Espree Devora* Story produced, Edited and Mastered by Adam Carroll * Editing by Stan Rosario * Team Support by Janice Geronimo * music by Epidemic Sound

Jacob Pace, CEO of Flighthouse on how to build your brand using TikTok: Marketing Scoop Podcast by SEMrush Today we are spotlighting Jacob Pace, CEO of Flighthouse. Flighthouse is the largest media brand on TikTok with more than 23 million followers, generating over one billion views per month. They specialize in teen-friendly programming, like clever memes created in collaboration with chart-toppers such as Billie Eilish and Ariana Grande. Jacob shares how to grow the largest media company on TikTok, what kind of content works best for TikTok, how brands can stay authentic on this platform, and much more.  Key Topics Discussed: - How to use TikTok for brands - How to incorporate music into your TikTok videos as a marketing strategy - How to use micro-influencers under $10K to make TikToks go viral - How a Knife brand uses TikTok to attract a new audience - What time to air TikToks Listen on Apple Podcasts | Google Podcasts | Spotify | Stitcher Links: Cutco, https://www.cutco.com/ “The Knife Life” TikTok, https://www.tiktok.com/@theknifelife Spin Scooters, https://www.spin.app/ Spin Scooters TikTok, https://www.tiktok.com/@ridespin Sunday Best Song, https://www.tiktok.com/music/Sunday-Best-6763743203037301509 Guest, Jacob Pace, CEO of Flighthouse https://www.linkedin.com/in/jacobpace/ Flighthouse - https://www.flight.house/ Flighthouse TikTok - https://www.tiktok.com/@flighthouse Flighthouse YouTube - https://www.youtube.com/channel/UCYQyOtL6oMU8ScXA2mjYAYw Flighthouse TikToks on YouTube - https://www.youtube.com/channel/UCL4IdfbWMWMByRCKry6mh6g Host, Espree Devora https://twitter.com/espreedevora https://www.linkedin.com/in/espree Marketing Scoop Podcast by SEMrush is a WeAreTech.fm production. Credits: Produced by SEMrush and WeAreTech.fm * Hosted by Espree Devora* Story produced, Edited and Mastered by Adam Carroll * Editing by Stan Rosario * Team Support by Janice Geronimo * music by Epidemic Sound

Nat Eliason, CEO and Founder of Growth Machine on how to gain quality site traffic fast: Marketing Scoop Podcast by SEMrush Today we are spotlighting Nat Eliason, CEO and Founder of Growth Machine. Each month, 2,000,000+ people read content created by Growth Machine for brands like QuickBooks, Yummly, Kettle & Fire, Fullstack Academy, Spire, ButcherBox, Fomo, and more. Nat shares valuable tips on how to gain quality site traffic fast and to organically grow a blog to 150k visitors a month in just 8 months' time. Key Topics Discussed: - How to increase site traffic by reducing site pages - How to outcompete the best online content - How to get to 150,000 monthly site visits in just 8 months on a brand new blog - How to turn a blog into a profitable offline business - How to create content funnels that convert to sales Listen on Apple Podcasts | Google Podcasts | Spotify | Stitcher Links: - High traffic blog turned successful offline tea shop: https://www.cupandleaf.com/ - Content Agency:  https://www.growthmachine.com/ Guest, Nat Eliason, CEO and Founder of Growth Machine https://www.linkedin.com/in/nateliason/ https://twitter.com/nateliason https://www.growthmachine.com/ Host, Espree Devora https://twitter.com/espreedevora https://www.linkedin.com/in/espree Marketing Scoop Podcast by SEMrush is a WeAreTech.fm production. SEMrush:  https://www.semrush.com/ https://twitter.com/semrush Credits: Produced by SEMrush and WeAreTech.fm * Hosted by Espree Devora* Story produced, Edited and Mastered by Adam Carroll * Editing by Stan Rosario * Team Support by Janice Geronimo * music by Epidemic Sound 

Iman Gadzhi, Founder of IAG Media & Grow Your Agency on How to productize the education behind the company and grow revenue to over $800k: Marketing Scoop Podcast by SEMrush Today we are spotlighting Iman Gadzhi, Founder of IAG Media & Grow Your Agency. He has guided his clients to increase revenue to close to a million dollars with little additional overhead. His company helps coaches and e-commerce businesses scale to seven and eight figures through paid traffic and sales funnels. He discusses how to build an educational component within any type of brand to increase revenue and improve customer retention. Key Topics Discussed: - How to increase the lifetime value of a customer without increasing overhead - How to utilize education to increase revenue - How to maximize branded Facebook groups for your customers and community - A case study on how he guided a company to create an educational product within their brand that in under 8 months increased revenue to over $800,000 dollars. Listen on Apple Podcasts | Google Podcasts | Spotify | Stitcher Guest, Iman Gadzhi, Founder of IAG Media & Grow Your Agency https://www.linkedin.com/in/iman-gadzhi/ https://www.instagram.com/imangadzhi/ https://www.youtube.com/channel/UCQ4FNww3XoNgqIlkBqEAVCg Marketing Scoop Podcast by SEMrush is a WeAreTech.fm production. Host, Espree Devora https://twitter.com/espreedevora https://www.linkedin.com/in/espree Credits: Produced by SEMrush and WeAreTech.fm * Hosted by Espree Devora* Story produced, Edited and Mastered by Adam Carroll * Shownotes by Karl Marty * Team Support by Janice Geronimo * music by Epidemic Sound

Amisha Gandhi VP, Marketing & Communications. Founder of the SAP Global Influencer Program on ROI Driven Influencer Marketing: Marketing Scoop Podcast by SEMrush Today we are spotlighting Amisha Gandhi VP, Marketing & Communications and Founder of the SAP Global Influencer Program. She leads the global PR, AR, Influencer Marketing and Advocacy teams. Previously with SAP, she created the Global Influencer Marketing program and took it from pilot to a full-scale global function across SAP - with the purpose of driving influencer marketing across the entire customer journey from awareness to demand-gen to advocacy. She discusses how to have effective influencer marketing across an entire customer journey. Key Topics Discussed: - How to find and attract influencers excited about your brand - What the marketing budgets should be for effective influencer marketing  - A case study on how she grew a new branded podcast to 16,000 listeners in just 4 months through influencer marketing. Listen on Apple Podcasts | Google Podcasts | Spotify | Stitcher Guest, Amisha Gandhi of SAP https://www.linkedin.com/in/amishagandhi/ Marketing Scoop Podcast by SEMrush is a WeAreTech.fm production. https://twitter.com/semrush Host, Espree Devora https://twitter.com/espreedevora https://www.linkedin.com/in/espree Credits: Produced by SEMrush and WeAreTech.fm * Hosted by Espree Devora* Story produced, Edited and Mastered by Adam Carroll * Shownotes by Karl Marty * Team Support by Janice Geronimo * music by Epidemic Sound

Tania Mushtaq, Head of Marketing of Dell Boomi Asia Pacific and Japan, on How to Produce a Customer-Centric Event to Evangelize Your Brand: Marketing Scoop Podcast by SEMrush Today we are spotlighting Tania Mushtaq of Dell Boomi. The intelligent, flexible, and scalable Boomi platform unites your digital ecosystem to accelerate business outcomes. She discussed the core principles of producing a meaningful event for your brand that leads to higher customer retention and referrals. “Marketing is B to Me”. Key Principles: - Right Content. - Right People to deliver that content. - Right Place. The location needs to be accessible. - Set Expectations. Do not over promise and underdeliver. Apple Podcasts | Google Podcasts | Spotify | Stitcher Host, Espree Devora https://twitter.com/espreedevora https://www.linkedin.com/in/espree Guest, Tania Mushtaq of Dell Boomi https://twitter.com/tanmushi https://www.linkedin.com/in/tania-mushtaq-63b11026 Credits: Produced by SEMrush and WeAreTech.fm * Hosted by Espree Devora* Story produced, Edited and Mastered by Adam Carroll * Shownotes by Karl Marty * Team Support by Janice Geronimo * music by Epidemic Sound 

Marketing Scoop by SEMrush: Eric Carlson Today we are spotlighting Eric Carlson of Sweat Pants Agency talking about doubling conversions in 34 days for the purveyors of role-playing murder-mystery games (Hunt a Killer) by using Facebook’s campaign budget optimization and adding steps to marketing. Sweat Pants Agency helps subscription businesses rapidly grow through paid acquisition, CRO, and copy. They manage individual and brand accounts in excess of $1m / mo in profitable spend, including companies that started at $0 ad spend. Eric is also the Co-Founder of 10XFactory, an exclusive entrepreneurship community with 1,000+ members worldwide. Listen on Apple Podcasts | Google Podcasts | Spotify | Stitcher Guest, Eric Carlson of Sweat Pants Agency https://www.linkedin.com/in/ecarls1/ Host, Espree Devora https://twitter.com/espreedevora https://www.linkedin.com/in/espree Links Mentioned: - Sweat Pants Agency, http://www.sweatpantsagency.com/ - 10X Factory, https://www.10xfactory.com/ - SEMrush, https://www.semrush.com/ - Hunt A Killer, https://www.huntakiller.com/ - Hunt A Killer Case Study, https://www.facebook.com/business/success/hunt-a-killer? People Mentioned: - Ryan Hogan, https://www.linkedin.com/in/ryanehogan/ Credits: Produced by SEMrush and WeAreTech.fm * Hosted by Espree Devora* Story produced, Edited and Mastered by Adam Carroll * Shownotes by Karl Marty * Team Support by Janice Geronimo * music by Epidemic Sound

Welcome to Marketing Scoop Podcast by SEMrush! Today we are spotlighting Terry Rice - Digital Marketing Expert-in-Residence at Entrepreneur. His experience includes consulting roles at both Adobe and Facebook. In addition to working with established companies, he serves as a startup mentor at organizations including Techstars and the NYU Entrepreneurial Institute. Facebook & Instagram are great to find qualified leads, but the ads' performance depends on whether or not you have a winning strategy. Terry will run us through the best practices on how to increase conversions and efficiency from your Facebook and Instagram ads. Listen on Apple Podcasts | Spotify | Google Podcasts | Stitcher Guest, Terry Rice of Entrepreneur https://twitter.com/itsterryrice https://www.linkedin.com/in/terry-rice/ Host, Espree Devora https://twitter.com/espreedevora https://www.linkedin.com/in/espree Links Mentioned: Terry Rice Website, https://www.terryrice.co/ Entrepreneur, https://www.entrepreneur.com/ SEMrush, https://www.semrush.com/ Google Optimize, https://optimize.google.com/optimize/home/ Facebook Insights, https://web.facebook.com/business/insights/tools/audience-insights Dollar Shave Club, https://www.dollarshaveclub.com/ BEAR Powerfood, https://www.bearpowerfoods.com/ Credits: Produced by SEMrush and WeAreTech.fm * Hosted by Espree Devora* Story produced, Edited and Mastered by Adam Carroll * Shownotes by Karl Marty * Team Support by Janice Geronimo * music by Epidemic Sound 

Your corporation's logo is not your brand, neither is the cool colour palette on your ads or the pretty icons on your website. Your brand is the sum total of how your services, products, and marketing leave an impression on your customers. Today, there are many brands, but very few have built a genuine community of advocates and evangelists. In this presentation by Tim Salau, Mr. Future of Work and The We Company's Global Evangelist, learn more about how marketers can build loyal Brand Communities by leveraging the PIE principle: Purpose, Influence, and Experiences. Watch the video here.

Whether you are in B2B or B2C, 55% of marketers plan to spend more on influencer marketing in the coming year. Just because everyone is getting into influencer marketing doesn't mean everyone is doing it successfully or for the right reasons. There are a lot of moving parts when it comes to developing, executing, and tracking an influencer marketing campaign. In this episode, you will understand how to go from experimenting with influencer marketing to scaling a measurable, data-driven strategy. You'll learn how influencer marketing impacts the customer journey, how to structure this emerging practice so you can articulate ROI, optimize your programs and the true power of influence as a part of the strategic mix in the world of modern marketing. In the ninth episode of this Special Edition Podcast, Amisha Gandhi, VP, Influencer Marketing & Communications at SAP discusses why you need to use influence outside of Social Media. Watch the live recording here. 

Technology is changing around us at an unprecedented rate. As marketers, it can feel almost impossible to keep up with every new social network and digital trend. But one piece of the technology equation isn't changing at all - us. Our brains haven't changed substantially in a few hundred thousands years. In this talk, we'll delve into foundational premises from the field of psychology to understand why people act differently in various online environments, ultimately equipping us to improve our channel strategies, create better engagement, and build better brands. In this episode, Joe Federer, Former Head of Strategy at Reddit, Author and Social Marketing Strategist will talk about why people act differently in various online environments, through his presentation: “The Hidden Psychology of Social Networks". Check out the full discussion here. 

One of the biggest traps that marketing teams can fall into is thinking that the volume of content we put out into the world, or the number of initiatives we spearhead, is equivalent to the results we drive for our company. Real results are quantifiable on a business’ bottom line – not just at the channel level or through vanity metrics. Marketing teams need to shift from Mad Men to Mad Scientists – prioritizing impact by focusing on hypotheses and experimentation. Crunchbase's Head of Marketing & Growth, Shanee Ben-Zur will deep dive into how to go from campaigns to experiments: building a more metrics-driven marketing department. See it in studio here.  

Customers can engage with brands in more places than ever before, thanks to conversational AI. Now with the roll-out of tools like Siri, Alexa, Google Assistant, Cortana, voice skills and actions, and chatbots galore, they expect to access brands when they want to, where they want to. Conversational AI is disrupting how consumers engage with not only brands but with technology to discover information and through voice commerce. How can your business prepare? What are the key trends you need to know about? Join Microsoft's Search Evangelist, Christi Olson, as she walks through the results from Microsoft's 2019 Consumer Adoption of Voice Technology and Digital Assistants Report to help you prepare your marketing strategies today for the conversational future. Watch the studio recording here.

There is a fundamental – and critical – disconnect between the way businesses try to engage their audience and the way their audience wants to be engaged. In order to make a more genuine connection, we need to do a better job of listening to our audience and presenting content that resonates with them. If you're leveraging the same tactics from 2018 that you did in 2019, you're in trouble. And things aren't looking any better for 2020 either. Terry Rice, Marketing Expert-in-Residence & Contributor from the Entrepreneur Magazine explores this disconnect and provides listeners with tactics in his presentation: "Content: How Storytelling Drives the Purchase Process". Check out in studio here.

Martech - huge and unbelievably fragmented industry. How we got here and what forces will shape the market? Join if you want to learn more about current Marketing Stacks and what problems tech will solve for marketers in the future. The fourth episode of our Special Edition is a lively discussion between Eugene Levin, Chief Strategy Officer at SEMrush, Dave Gerhardt, VP of Marketing at Drift, and Seth Besmertnik, CEO at Conductor.  See it in the studio here.

Today, many companies believe that customers will "trust" their brands. "Trust" is a very loaded and emotional word. Progressive brands understand how to build equity with specific great experiences and "trust" is not about the brand, but sharing those great brand experiences with whom customers really trust - each other. In the third episode of this Special Edition, we are joined by Ken Madrigal, Digital & Social Strategy Lead at Verizon as he discusses The Trust Exchange between Brands, Social and Customers.   Check it out from the studio here.

A great piece of content requires a great deal of time and resource, but those investments don't always guarantee cross-platform success. So how can you make the most out of your content, while still staying true to your brand and the platform it's sitting on? In the second episode of this Special Edition, Cristy Garratt, Head of Digital Video & Social Media at CNBC walks through how you can give one piece of work new life on the major social platforms. Check out the full conversation here.

Content marketing is the best way to attract eyeballs of the global digital population of just over 4 billion. But while 91% of the B2B marketers use content marketing to reach their audience, a majority of them do not know how to produce engaging content, and they admit it. This results in content cacophony – a deafening noise of random words thrown together that neither create a connection nor evoke emotion. So, what is the actual science behind effectively cutting through this noise and creating truly engaging content? In the first episode of this Special Edition, we are joined by Tania Mushtaq, Head of Marketing, Asia Pacific and Japan at Dell Boomi as she discusses The Seven Cs of Smart Content You Can’t Ignore.   Check out the full discussion here.

Do you run a blog that covers the topic of marketing? Have you struggled to gain traction and drive hundreds or thousands of regular readers? If so, you need to listen to this episode of Marketing Scoop! Joining us for the final episode of season 2 is Ian Cleary, Founder of marketing services firm RazorSocial, and the popular RazorSocial blog. Ian is a marketer with a very strong technology background and an ability to apply his technical skills to marketing projects to ensure there is improved ROI in terms of more effective delivery of projects, more leads and more sales. Some of Ian’s recent achievements include: Listed as the17th most influential person in content marketing globally by Onalytica in 2018 Listed as one of the top 100 online marketers globally by Brand24 in 2018 Listed as one of the top internet marketing blogs globally by INC Q1 2016 Here’s what we discussed: 1:00 We introduce today’s guest – Ian Cleary 2:00 Ian explains why he does hand stands! 3:00 Did Ian always have goals to have his RazorSocial blog recognised as one of the best in the industry? 4:20 How did Ian start off making his blog popular? 7:30 How did Ian select his content to begin with? 8:30 Why did influencers want Ian to write for them – is it because of the length of his posts? 10:00 Why does longer form content work better for Ian? 11:00 How does Ian go about researching content for his new posts? 13:10 What tens to be Ian’s biggest source of traffic to his blog at the moment? 14:00 Would Ian ever pull back from blogging completely and just focus on client work? 13:50 Why doesn’t Ian have blog comments anymore? 17:50 What would Ian’s advice be for someone starting a marketing blog at the moment? 20:00 Is it still possible to launch a blog with many other blogs in the same industry and still manage to make your blog different? 22:00 Do you have to be publishing for a certain period of time before you can expect success? 24:10 Ian’s actionable tip 24:55 Is there any specific email marketing software that Ian recommends? Find out more about the Marketing Scoop podcast here: https://www.semrush.com/podcast/

Have you ever had your organic search rankings plummet just as a new algorithm update is rolling out? How do you identify that the algorithm update caused the ranking fall and how do you pinpoint what needs to be done to recover? Those are the topics that we explore on season 2, episode 34 of Marketing Scoop. Joining us for this episode are: Marie Haynes – a lady who’s completely obsessed with understanding Google’s algorithm changes such as Google’s Core Quality algorithms, the Penguin algorithm and the Panda algorithm as well as Google Penalties.  For years now she’s been helping businesses learn how to improve their Google presence in ways that comply with Google’s Guidelines. Bill Hunt - the President of Back Azimuth Consulting, which focuses on helping companies understand the Voice of their Customer by via their cloud-based keyword data mining and management platform, which aggregates keyword data into a single web-based application, enabling marketers to quickly identify actionable insights. Here's what we chat about: 1:00 Introducing our guests – Marie Haynes and Bill Hunt 2:00 What is a Google penalty? Is it just a manual action? 4:00 Are algorithmic ranking actions also penalties? 6:00 How does Bill deal with ranking losses? 10:30 What do we have to do and in what order to establish what impacted our site’s rankings? 12:00 How does Bill improve the authority of his website? 15:00 Does Marie have any workflows that she works to, to diagnose problems? 19:00 What are the metrics that Marie uses to measure authority? 21:00 Does Bill agree with Marie on how to measure authority? 25:00 What recovery process does Marie advise? 29:00 What is Bill’s recovery process? 31:30 What’s by far the best way to get a manual action removed? 32:00 Bill’s actionable tip 32:45 Marie’s actionable tip Check out the audio podcast here: https://www.semrush.com/podcast/

What works best for email marketing now, and how can email be integrated as part of a content marketing campaign? That’s what we look at in series 2, episode 33 of Marketing Scoop. Have you been thinking that email marketing isn’t as effective as it used to be? Maybe you’ve come to embrace Messenger marketing and you’ve left email behind? Here we explore how email should integrate with other forms of marketing, whether it’s still just as important now and what best in email marketing in 2019. Joining us for this episode are: Chad White – author of Email Marketing Rules: Checklists, Frameworks, and 150 Best Practices for Business Success and Head of Research at Oracle Marketing Cloud Consulting. Jill Fanslau – Content Marketing Manager at AWeber, the email marketing software company that helps ambitious small businesses and entrepreneurs drive real results with powerful, targeted email automation. Here’s what we cover: 1:00 Introducing our guests, Chad White & Jill Fanslau. 1:50 How much has email marketing changed since Chad published the first edition of his book? 4:00 What’s Jill’s perspective on how email marketing has changed over the past few years? 6:00 What are some other areas that Chad think have changed? 7:20 Does sophisticated email marketing still mean difficult email marketing? 8:20 What is the impact that GDPR has had on email marketing? 12:25 Is it ever a good idea to buy lists? 14:30 What are some tips for list building? 17:30 Why is writing subject lines the most misunderstood area of email marketing? 20:30 What other marketing channels work most effectively in conjunction with email marketing? 23:50 Can you do both Messenger marketing and email marketing at the same time or might Messenger marketing replace email marketing in the future? 26:00 Is email marketing middle-aged and not sexy any more? 27:00 Thanks to Katie Joy B! 27:50 Chad’s actionable tip 28:50 Jill’s actionable tip Find out more about the audio podcast here:https://www.semrush.com/podcast/

Have you ever tried to market offline products and services from digital ads? That’s precisely what we’re going to be discussing in this episode of Marketing Scoop – specifically how to market offline events, holidays real estate and retail outlets using digital advertising. Are there any special techniques that make this sort of advertising different from asking consumers to make an online purchase? Find out on this episode of Marketing Scoop. Joining us for this episode are: Jon Rognerud - Since 2006 Jon’s been building marketing and sales funnel strategies via paid and organic media. He executes aggressively to scale businesses fast. You can find Jon over at ChaosMap.com. Joel Bondorowsky – Joel serves as the SEMrush Academy PPC professor as well as a founder of PPCDesigns.com, a new boutique agency providing tailor-made marketing solutions for large, mass market activities.   Here’s what we discuss: 1:00 An introduction to both of our guests 2:00 What are some of the main differences between marketing a product where the transaction takes place online, and marketing a product where the transaction takes place offline? 4:20 In Jon’s example, is there a lag between the audience viewing an ad online and then completing a transaction offline? 5:30 Is it easier to sell higher ticket items offline? 7:30 How does Google get this data? Does it come from mobile phones and people’s locations? 8:20 How does Facebook support offline data tracking? 9:50 Are there any brands doing a really good job of tracking their visitors offline at the moment? 12:20 Is there an industry that is doing a really good job of tracking their visitors offline at the moment? 14:30 What other digital advertising networks apart from Google Ads allow you to upload offline conversion manually? 15:00 What are the key challenges associated with this type of marketing and how can we overcome them? 16:30 What tools does Jon use to track offline consumer actions? 18:00 Traditional digital tracking methods vs newer forms of tracking 19:30 Do our guests see this type of marketing changing over the next few years? 21:00 David shares a listener’s review 21:50 Joel’s actionable tip 22:20 Jon shares his actionable tip Find out more about the podcast here: https://www.semrush.com/podcast/

We all know that there are so many things that you can be doing as a digital marketer, so you’ve got to prioritize your time and focus on the areas that you think will result in the biggest return on investment. That often means that spending time on doing things such as optimizing your local listings often gets left behind. But is that a mistake? What is the true value of ensuring that your local listings are fully optimized? Joining David and Judith for episode 2.31 of Marketing Scoop to discuss the ROI of optimizing your local listings is Duane Forrester, VP of Industry Insights with Yext. Duane has 20 years of direct search and digital marketing experience, including content development, planning ad campaigns, managing ad buys, running e-mail and social media programs and more. He also has content planning and creation experience and is an author of two business books about digital marketing and conversion optimization, published by McGraw-Hill. Here’s what we chatted about: 1:00 Introducing our guest, Duane Forrester 2:00 What are some initial lessons that Duane can share on managing your local listings? 9:45 What are the most important aspects of local listings that a business should be focusing on now? 16:00 Is Dues saying that local listings alone aren’t enough and that to be truly successful in this area you have to blend the local listing with Schema and experimental marketing? 17:15 Do you have to involve in-person marketing as part of the local marketing mix? 18:00 How do you persuade a CMO to prioritise local listings over another project? 25:00 What are some of the most important consumer actions on local listings that a business should be tracking? 30:00 David reads out a listener’s podcast review 31:00 What is Duane’s actionable tip? Remember to subscribe to the audio podcast here: https://www.semrush.com/podcast/

Have you ever wondered how big brands do their content marketing? On episode 2.30 of Marketing Scoop we explore how Uber and Search Engine Journal select and run their long-term content marketing campaigns, specifically focusing on Uber’s “Safety and Access” campaign alongside Search Engine Journal’s podcast launch, and how they integrated their podcast into their live events. Joining us for this one are: Luis Rodriguez – a gentleman who is a highly versatile SEO and digital marketing expert as well as being Web and SEO Lead for Uber in Latin America Kelsey Jones – a lady who loves great ideas and helping brands reach their potential. She’s the founder and chief marketing strategist of Six Stories, a Kansas City-based digital marketing consultancy, and StoryShout, the first and only news content marketing agency. Here’s what we talked about:  0:40 Guest intros 1:10 Luis Rodriguez explains the background behind Uber’s “Safety and Access” campaign 3:00 Is Luis looking at paid promotion to expand the impact of his content marketing efforts? 3:50 How does Luis measure the financial value of his content marketing campaigns? 5:00 Kelsey Jones summarises the content marketing success that she achieved through launching the Search Engine Journal podcast 6:30 Was one of Kelsey’s key objectives of the podcast to try to get listeners to attend more offline events? 6:50 How do you measure the success of a podcast? 10:00 Introducing ContentMarathon.com 10:40 What is Kelsey’s process to select future episode titles? 12:30 What lessons can listeners learn from Luis’ content marketing campaign? 15:20 Is there any mistake that Luis made with his content marketing campaign that he would change in a future campaign? 16:00 What learnings did Kelsey take from past podcast episodes? 17:30 Are there any specific up-and-coming platforms that Kelsey intends to try for future content marketing campaigns? 19:35 How does Luis get past internal blockers to ensure that his campaigns happen? 21:15 Kelsey’s actionable tip 22:00 Luis’ actionable tip

Have you always thought that SEO and CRO were 2 separate worlds, where these 2 separate disciplines sat next to each other but didn’t work together? Perhaps you’ve always thought that improving your CRO didn’t have any impact on your SEO? If so, are you *sure* that is the case? On this episode of Marketing Scoop we’re exploring how SEOs and CROs can work more constructively together, and how this increased collaboration may benefit both of the roles. Joining us for this one are: Tim Stewart – a man who works for SiteSpect Inc as a Web Optimisation Consultant for their UK operation, alongside existing contract and project work for his own business optimization consultancy trsdigital.com. Alina Ghost – a lady who is an SEO Manager at Amara as well as host of the podcast “SEO with Mrs Ghost” which can be found over at aghost.co.uk. Both Tim and Alina can be found speaking at and attending Digital Elite Day (https://digitaleliteday.co.uk/). Here’s what we covered: 0:45 Introducing the 1st guest – Tim Stewart 1:10 Introducing the 2nd guest – Alina Ghost 1:30 How closely does Alina work with CROs? 2:30 How closely does Tim work with SEOs? 4:00 What queries does Alina get asked to solve by CROs? 5:20 How does Judith work with Tim to combine the benefits of SEO and CRO? 7:00 Do CROs sometimes research search intent by themselves? 9:10 When Time doesn’t have an SEO to play with, how much does he rely on the UX team? 12:00 David thanks a listener for leaving an Apple Podcasts review 12:30 What would Alina say is the key crossover area between SEO and CRO? 13:30 Has Alina seen user signals have a measurable impact on search results? 14:50 What does Alina do when she brings in traffic and there’s no CRO to work with? 16:00 What are the first steps that Alina takes when there is no CRO? 17:30 What does Tim see as the future for SEO and CRO working together? 21:30 What does Alina see as the future for SEO and CRO working together? 24:40 What is Tim’s actionable tip? 27:00 What is Alina’s actionable tip? Subscribe to our audio podcast here: https://www.semrush.com/podcast/

Facebook Advertising seems to be a strange beast, with some people seemingly getting exceptional results, and others just not managing to drive any serious traction. But why is this and what’s working best with Facebook Advertising now? Joining us for this episode are 2 of the world’s leading Facebook marketers… Dennis Yu, Co-founder and CEO, BlitzMetrics Gavin Bell, Founder at MrGavinBell.com Here’s what we cover: 1:00 Introducing Gavin Bell and Dennis Yu 3:00 What tends to be the difference between success and failure with Facebook Advertising for Gavin? 5:00 How difficult is it to measure the ROI of Facebook Advertising? 7:30 What tends to be the difference between success and failure with Facebook Advertising for Dennis? 10:00 Should you be including personal videos as part of your advertising funnel on Facebook? 13:00 What is Dennis’ 3x3 Facebook Advertising concept? 17:00 What do you do for clients who aren’t willing to appear in front of the camera? 19:30 How many Facebook targeting options have disappeared since the Cambridge Analytics scandal and what does this mean regarding advertising on Facebook now? 23:00 What metrics are most important when you’re trying to engage people for the first time? 25:00 What kinds of calls-to-action are you using? 27:00 What are ‘dark posts’ and are there any negatives to serving dark posts? 28:00 Should you not be trying to do a better job of selecting the videos that you produce before you publish, so that you’re only publishing your best videos? 32:00 Why don’t longer videos work as well? 33:30 Dennis’ actionable tip 35:00 Gavin’s actionable tip Remember to catch all the previous episodes of Marketing scoop here: https://www.semrush.com/podcast/

Have you ever wondered what it takes to produce a campaign so good that it wins a UK Search Award? That’s exactly what Clean Digital did for their client BrewDog and on this episode we explore how their paid search and social campaign won the “Best Use of Search - FMCG and Best Integrated Campaign” award. We also explore how Latitude (now Jellyfish) won "Best Use of Content Marketing" at the UK Search Awards with Project Carrot, their creative content marketing & link building campaign. Joining us for this episode of The Scoop are 2 great guests: Rod Richmond from CleanDigital.co.uk Edward Turner from Jellyfish.co.uk Here’s what we covered: 0:30 Introducing the first guest, Rod Richmond 1:00 Introducing the second guest, Edward Turner 2:30 What did Edward’s award entry look like? 4:10 How did Edward go about seeding the initial links for his campaign? Did he build relationships with bloggers prior to the content launch? 5:00 What did Rod’s campaign involve? 8:20 What about Rod’s campaign made it award-winning? 9:50 There were over 9000 different Google Ads and over 3000 different Facebook Ads used as part of this campaign. Why so much creative? 12:30 Did Ed think that his campaign was going to be award-worthy as he was coming up with the concept? 14:40 How nervous was Ed that his client would embrace his content suggestion? 16:00 Did Ed or his client set the campaign KPIS? 17:30 What about Rod – did Rod or his client set his campaign KPIs? 18:50 Is there anything that Rod would have done differently, looking back on it, to make his campaign even more appealing to win an award? 20:20 What was the difference between Rod’s Google and Facebook calls-to-action? 22:00 Did Google or Facebook drive the best CPA for Rod? 22:30 How would Ed improve his campaign for next time? 24:00 Did Ed do any advertising for his campaign or was it purely organic and outreach? 26:20 What are the commonalities between award entries that win awards for both Ed and Rod? 29:00 Rod’s actionable takeaway Listen to all the previous show episodes here: https://www.semrush.com/podcast/