Podcast appearances and mentions of purna virji

LinkedIn is really working for lawyers these days, so Gyi and Conrad bring in the pros to school you on how to leverage it for your business. Learn how to create content that truly resonates with your audience from our dear friends Purna Virji and Tony Albrecht. ----- LinkedIn has become a powerful platform for growing legal businesses, but how exactly do lawyers go about it? The guys talk with Purna Virji, a principal consultant at LinkedIn, about how to make the connections you've been hoping for. What does your audience care about? What do they want to hear? Purna shares her tips for creating easy, engaging video and text-based content in just a few hours per month.  Later, why should you care about being active on LinkedIn? Gyi and Conrad dig deeper into what you need to know about LinkedIn engagement with Tony Albrecht, the Yoda of LinkedIn lawyering. Learn about what LinkedIn growth could look like for you, dear lawyer! Tony explains the surprising supply/demand deficit for interesting content and how stimulating, genuine posts can significantly further your reach. The News: Congrats to Erin Levine! – Hello Divorce is now in all 50 states. Will marketers be replaced by AI? FirmPilot Reaches $11.7M in Funding, As Thomson Reuters and HubSpot Ventures Join As Investors New(ish?) launch from the Googs: Google AI Max  The New York Times reports A.I. Is Getting More Powerful, but Its Hallucinations Are Getting Worse, so… cool cool cool…  Thoughts on AI impacts for Local Pack from Greg Sterling and Barry Schwartz, respectively:  AIO Pack, AIn't No Threat, Double Divestiture, Automation Blues and Google Tests Replacing Map Local Pack With AI Overviews. Just what you need! Our LHLM Conference is in the works for September 22-24 in Las Vegas.    Suggested LHLM Episodes: How To Do Social Media Marketing the Right Way  Connect: LinkedIn – Purna Virji LinkedIn – Tony Albrecht The Bite - Lunch Hour Legal Marketing Newsletter! Leave Us an Apple Review  Lunch Hour Legal Marketing on YouTube  Lunch Hour Legal Marketing on TikTok

Episode web page: https://tinyurl.com/4rymcmrs ----------------------- Rate Insights Unlocked and write a review If you appreciate Insights Unlocked, please give it a rating and a review. Visit Apple Podcasts, pull up the Insights Unlocked show page and scroll to the bottom of the screen. Below the trailers, you'll find Ratings and Reviews. Click on a star rating. Scroll down past the highlighted review and click on "Write a Review." You'll make my day. ----------------------- In today's crowded digital world, standing out on LinkedIn is more challenging than ever. With users scrolling through 300 feet of content daily and 1.5 million pieces of content being engaged with every minute, how can marketers cut through the noise? In this episode, Nathan Isaacs sits down with Purna Virji, a LinkedIn marketing expert and author of High Impact Content Marketing, to discuss proven strategies for LinkedIn success. From blending organic and paid content to leveraging thought leadership and short-form video, Purna shares valuable insights on building engagement, trust, and brand loyalty on one of the world's most powerful professional platforms. Key Takeaways:

**Note from Jane** This week, it felt wrong to publish a typical marketing-focused episode, with a big election on many of our minds. So somehow, last minute, we gathered this amazing group of women leaders to talk about how they're handling this emotional time with their teams. I hope our conversation provides guidance, camaraderie, and a little hope during tumultuous times. - Jane ---In this special roundtable episode of "Women in B2B Marketing," host Jane Serra leads a discussion with 5 fellow women leaders in GTM on navigating the workplace during the emotionally charged 2024 U.S. Presidential election. The panel includes Anne Pao, Michelle Kim, Sarah Reese, Meg Thomman, and Purna Virji, who share insights on fostering a supportive work environment. They emphasize empathy, open communication, and mental health awareness, drawing from personal experiences, particularly from the 2016 election. The conversation also touches on handling political discussions professionally, advocating for respect and understanding.Together, this group discusses:The impact of the 2024 election on workplace dynamics.Emotional toll of significant events like elections on employees.Importance of empathy and vulnerability in leadership.Strategies for creating a supportive work environment during stressful times.Normalizing conversations about mental health in the workplace.Navigating political discussions and differing beliefs in a professional setting.Balancing personal and professional identities regarding political views.Encouraging open communication and validation of feelings among team members.Practical strategies for supporting employees during election day, such as flexible schedules.Fostering a culture of respect and understanding in diverse workplaces.Key Links:Guests: Anne Pao - Founder & CEO of Ignite Consulting - https://www.linkedin.com/in/annepao/Michelle Kim - Entrepreneur, 3x VP Marketing - https://www.linkedin.com/in/michellejeankim/Sarah Reece - Director of Demand Gen @ Orum - https://www.linkedin.com/in/sbethreece/Purna Virji - Principle Consultant, Content Solutions @ Linkedin- https://www.linkedin.com/in/purnavirji/Meg Thomann - Communications Director @ Wedgewood Pharmacy- https://www.linkedin.com/in/meg-thomann/Host: Jane Serra: https://www.linkedin.com/in/janeserra/ Book Recommendation:Difficult Conversations - https://www.amazon.com/Difficult-Conversations-Discuss-What-Matters/dp/0143118447

Purna Virji joins Katie Zeppieri on this episode of Get Mic'd to delve into the art of authentic content creation. With a wealth of experience as a globally recognized content strategist and author of High-Impact Content Marketing, Purna shares her insights on building trust and connection through meaningful storytelling.  She emphasizes the significance of consistency in content marketing and the importance of being true to oneself. Throughout the episode, Purna provides practical tips for leveraging personal authenticity to enhance brand visibility and engagement. Join us to explore how Purna's innovative strategies can elevate your content marketing game and drive impactful results. Episode Highlights 00:00 Intro 03:31 Career Journey and Transition to LinkedIn 6:27 LinkedIn's Importance for Brands 21:46 Short-Form Video Strategies 26:50 Measuring Content Success 33:36 The Power of Consistency 42:01 Authentic Storytelling 43:00 The Trust Triangle 44:10 Purna's MicDrop Moments Resources High-Impact Content Marketing HubSpot Blog LinkedIn Learning National Park Service: LinkedIn Page Dr. Frances Frei's Trust Triangle  Connect with Purna Virji Listen to more Get Mic'd episode About Purna Purna Virji is a globally recognized content strategist and multiple award-winning author of High-Impact Content Marketing. Based in Philadelphia, Pennsylvania, she is currently the Principal Consultant, Content Solutions at LinkedIn. She previously led global learning and thought leadership programs for Microsoft and is also an award-winning former journalist. A regular top-rated international keynote speaker, she has been featured in publications including The Drum, TechCrunch+, TNW, Marketing Land and Adweek. She has been recognized as an Adweek Young Influential, the Search Personality of the Year by the US Search Awards and the most influential PPC Expert in the world by PPC Hero. Virji is also an Honored Listee on the Marquis Who's Who 2023 list.

Send us a textIt's been said that the future of digital marketing is female: creative, data-driven, and unstoppable. Join us for an inspiring episode of the Digital Marketing Mentor as we explore and reflect on past conversations that follow the remarkable journeys of women who are breaking barriers and redefining the industry. From embracing unexpected or unplanned career transitions and the importance of mentorship to overcoming imposter syndrome and balancing expectations, this group of women is laying the groundwork for the next generation and leading the charge in digital transformation.Episode Highlights From journalism and physical therapy to theater and psychology, these inspiring women shed light on the non-linear career paths that can lead to success in digital marketing. The prevalence of imposter syndrome and self-doubt in the workplace is growing and it's crucial to proactively address it by finding mentors and prioritizing continuous learning.Mentorship has played a crucial role in all of these women's lives - fostering community and inclusivity in the workplace and allowing them to effectively build careers they are proud of. This episode highlights the importance of supporting the next generation of female digital marketers by creating new opportunities, bridging skill gaps, and promoting diversity and inclusion.Episode LinksSarah Presch, Purna Virji, Tracy Murray, Vicky Charleston, Sicily Dickenson, Navah Hopkins, Shelly Fagin, Adele Beiny, Emily Ryan, Batli Joselevitz, Allie Danzinger, Follow The Digital Marketing Mentor: Website and Blog: thedmmentor.com Instagram: @thedmmentor Linkedin: @thedmmentor YouTube: @thedmmentor Interested in Digital Marketing Services, Careers, or Courses? Check out more from the TDMM Family: Optidge.com - Full Service Digital Marketing Agency specializing in SEO, PPC, Paid Social, and Lead Generation efforts for established B2C and B2B businesses and organizations. ODEOacademy.com - Digital Marketing online education and course platform. ODEO gives you solid digital marketing knowledge to launch/boost your career or understand your business's digital marketing strategy.

How can you elevate your professional visibility and credibility in today's online world? In this week's episode I am joined by the incredible Purna Virji, a former Microsoft luminary and current Principal Consultant, Content Solutions at LinkedIn. Together, we explore the power of thought leadership and uncover top strategies to boost your professional profile. Purna offers her expert advice on maintaining a unique perspective and standing out authentically in a competitive landscape. Her insights are sure to be invaluable for both you and me. Tune in to gain a wealth of knowledge on enhancing your thought leadership.Learn more about Purna:Purna Virji is a globally recognized content strategist and author of the Goody Award winning book, High-Impact Content Marketing. She is currently the Principal Consultant, Content Solutions at LinkedIn. She previously led global learning and thought leadership programs for Microsoft and is also an award-winning former journalist. A regular top-rated international keynote speaker, Virji has been featured in publications including The Drum, TechCrunch+, TNW, Marketing Land and Adweek. She has been recognized as an Adweek Young Influential, the Search Personality of the Year by the US Search Awards and the most influential PPC Expert in the world by PPC Hero. Virji is also an Honored Listee on the Marquis Who's Who 2023 list.Purna's Links:LinkedIn: https://www.linkedin.com/in/purnavirji/Twitter: https://twitter.com/purnavirjiConnect with Veronica on Instagram: https://www.instagram.com/vromney/If you're serious about advancing your career in marketing and you're looking for some personal insights into how then I invite you to schedule a free Pathway to Promotion call with me: https://pathwaycall.com/If you found value in today's episode, I would appreciate it if you could leave a rating and review.

This episode features Purna Virji, principal consultant of Content Solutions at LinkedIn, and explores her holistic view of content marketing. She dives into what has shaped her perspective through her 20-year career in marketing as a content creator, program manager, SEO public, instructional designer, and brand evangelist. Tune in to learn more about mentorship's role in Purna's journey in content marketing and hear some of the best engagement tips from one of the industry's social media marketing gurus. Episode Highlights Purna says her life purpose is to ‘lift others' through education and empowerment.  She's an active mentor to many professionals and feels the responsibility of the job includes shining the light on their strengths and talents while providing constructive criticism. Purna herself has several high-profile mentors she calls her ‘board of directors'. They are a fabulous sounding board when she has questions.The foundation of successful marketing content rests in knowing your audience. Purna stresses the importance of  ‘studying your customers' to learn what they want, their motivations, and their problems. When you understand your audience, the content will write itself. Additionally, a company must identify its core values, brand purpose, and the ‘connective tissue' that links its audience to its product or service. Purna compares a brand's message to water; it can take the shape of any container. So often, content that hasn't been working is tossed. Purna argues that instead of wasting time creating new content, well-researched and ideated material can be reused or repurposed on a different platform; it still has value.Episode LinksPurna's LinkedInPurna's X Follow The Digital Marketing Mentor: Website and Blog: thedmmentor.com Instagram: @thedmmentor Linkedin: @thedmmentor YouTube: @thedmmentor Interested in Digital Marketing Services, Careers, or Courses? Check out more from the TDMM Family: Optidge.com - Full Service Digital Marketing Agency specializing in SEO, PPC, Paid Social, and Lead Generation efforts for established B2C and B2B businesses and organizations. ODEOacademy.com - Digital Marketing online education and course platform. ODEO gives you solid digital marketing knowledge to launch/boost your career or understand your business's digital marketing strategy.

What are some of the common marketing mistakes companies make? Purna Virji, author of "High-Impact Content Marketing," joins me on Episode 663 of "The Business Storytelling Show" to tell us what they are and how teams can avoid making them. Join us and grab a copy of her book here: https://amzn.to/3yh4rQL

Join Dots Oyebolu as he welcomes Purna Virji, Principal Consultant of Content Solutions at LinkedIn, for an in-depth discussion on high-impact B2B content marketing and leveraging thought leadership narratives. Discover the strategies and insights Purna has garnered through her extensive career in marketing, from journalism to digital marketing and beyond, to enhance your content marketing efforts.Key Takeaways:(00:38) Introduction to Purna's expertise in B2B content marketing and thought leadership.(01:23) Purna's transition from journalism to a leading role at LinkedIn.(02:34) Overview of Purna's book on strategic, actionable content marketing insights.(05:03) The shift from marketer-focused to audience-needs content creation.(06:27) Emphasis on understanding the audience beyond basic personas.(09:32) The challenge of engaging B2B audiences over long sales cycles.(13:50) Importance of inclusivity in reaching a diverse audience.(21:37) Selecting the most effective channels for content distribution.(35:58) The value of using multiple voices for broader thought leadership impact.(38:35) Amplifying content through employee engagement as brand evangelists.Resources mentioned:Purna Virji -https://www.linkedin.com/in/purnavirji/LinkedIn -https://www.linkedin.com/company/linkedin/High-Impact Content Marketing: Strategies to Make Your Content Intentional, Engaging and Effective -https://www.amazon.com/High-Impact-Content-Marketing-Strategies-Intentional/dp/1398608432Insightful Links:koganpage.com/marketing-communications/high-impact-content-marketing-9781398608436 https://hub.uberflip.com/uberflip-blog-posts/5-psychological-hacks-for-high-impact-content-marketing https://contentmarketinginstitute.com/articles/thought-leadership-content-strategy https://nytlicensing.com/latest/methods/getting-started-thought-leadership-content-marketing/ https://www.postbeyond.com/blog/guide-how-to-create-thought-leadership-content/ Thanks for listening to the Marketing Leadership podcast, brought to you by Dots Loves Marketing. If you enjoyed this episode, leave a review to help get the word out about the show. And be sure to subscribe so you never miss another insightful conversation.#PodcastMarketing #PerformanceMarketing #BrandMarketing #MarketingStrategy #MarketingIntelligence #GTM #B2BMarketing #D2CMarketing

In numerous companies, the approach to content strategy appears to be nonexistent, marked by haphazard content creation and dissemination. A notable absence of a cohesive plan to align content with overarching marketing objectives is evident, leading to a disjointed and less effective approach. In light of these challenges, it becomes imperative for companies to recognize the critical significance of implementing a robust content strategy. The upcoming discussion will delve into a methodology that not only addresses these shortcomings but also promises to elevate content creation to a level where flawlessness becomes a tangible outcome. As we navigate through the intricacies of this approach, you will discover how a well-crafted content strategy can serve as the linchpin for achieving marketing goals and fostering a more impactful and cohesive online presence. Purna Virji is a globally recognized content strategist. She grew up in India, when her family came to the US they settled in  Philadelphia. She did her masters at Cardiff University, but returned to Philadelphia where she was a journalist and then a producer at the local TV affiliate for PBS. That experience is where She picked up expertise in creating content. She ported this communications flair into designing Pay Per Click ad campaigns for ecommerce companies and then when Microsoft's own ads platform needed a trainer, she transitioned to working there, training both internal Microsoft teams and external groups on Microsoft ads. She went on to speak at conferences like MozCon and SMX Advanced and was ranked as the #1 Most Influential Expert in the world by PPC Hero.   She is currently the Principal Consultant for Content Solutions at LinkedIn. In 2023 she came out with the book “High Impact Content Marketing” which we'll talk about today.   Timestamps/Chapters: 0:00:00 - Intro 00:02:42 - Welcome Purna 00:10:32 - the AGES model 00:20:38 - PSA 00:21:46 - Practical tips for high Impact content 00:35:26 - Identifying what your audience's needs are 00:46:41 - Where to get book; contact Purna For all the people, products and concepts mentioned, go to Episode 187's page on the Funnel Reboot site. 

You know too much. You know too much.No this isn't dialogue from a spy movie, I mean in your role as a marketer. You know too much about your product or service or whatever you're asking your customer to do.And it makes it hard for you to see your advertising and your conversion funnel through the customer's eyes.Or as my next guest put it in her podcast guest application – Be mindful of the ‘curse of knowledge' (which could itself be a good name for a mystery movie).To hear the story behind that lesson, along with many more lesson-filled stories, I talked to Purna Virji, Principal Consultant of Content Solutions at LinkedIn (https://www.linkedin.com/), and author of the book ‘High-Impact Content Marketing.' (https://www.koganpage.com/marketing-communications/high-impact-content-marketing-9781398608436)LinkedIn recently crossed 1 billion users. LinkedIn is owned by Microsoft, which recently surpassed a $3 trillion market value. Virji functionally manages a cross-functional, global team of 16.Stories (with lessons) about what she made in marketingHere are some lessons from Virji that emerged in our discussion.Be mindful of the ‘curse of knowledge'Have a measurement plan in place *before* even creating contentFocusing on inclusion is of absolute, critical importanceThe best performing marketing can come from aligning with Sales folksMake the case for resources on a project to get leadership buy inIf someone sends the elevator down for you, then it is your responsibility to send that elevator back down and lift others Discussed in this episodeMECLABS AI (https://meclabsai.com/) now has expert assistants – copywriter, project planner, marketing professor, social media pro, and email assistant. It's totally FREE to use (for now).Financial Services Marketing: Don't fall for Wile E. Coyote marketing (podcast episode #57) (https://www.marketingsherpa.com/article/interview/financial)MECLABS Institute (https://meclabs.com/)How to Get Buy-in for Your Projects, Plans and Proposals From the First Pitch to Successful Completion (plus free template) (https://marketingexperiments.com/value-proposition/free-template-to-get-buy-in-for-your-projects)Get more episodesThis article is distributed through the MarketingSherpa email newsletter (https://www.marketingsherpa.com/newsletters). Sign up for free if you'd like to get more episodes like this one.For more insights, check out...This podcast is not about marketing – it is about the marketer. It draws its inspiration from the Flint McGlaughlin quote, “The key to transformative marketing is a transformed marketer” from the Become a Marketer-Philosopher: Create and optimize high-converting webpages (https://meclabs.com/course/) free digital marketing course.Apply to be a guestIf you would like to apply to be a guest on How I Made It In Marketing, here is the podcast guest application – https://www.marketingsherpa.com/page/podcast-guest-application

In this episode of Digital Marketing Domination, host Jamil Zabaneh sits down with the esteemed Purna Virji, Principal Content Solutions Consultant at LinkedIn and author of High Impact Content Marketing. Purna shares her wealth of knowledge and expertise in the world of digital marketing as she discusses valuable insights on creating compelling content, the power of storytelling in marketing, and the evolving trends in SEO and digital marketing. Listeners will gain valuable strategies and wisdom, whether they are new to the world of marketing or seasoned professionals. Tune in for an enlightening conversation packed with expert advice and practical tips for digital marketing success.

When employees share content, the content achieves a 200% higher click-through rate (CTR) than when the company shares it.Join Tribal Impact's Justyna Brownbridge, who'll be speaking to Purna Virji, Principal Consultant at LinkedIn and author of High-Impact Content Marketing, about the synergy between your content marketing strategy and employee advocacy program. We'll be covering:Creating high-impact content.Why thought leadership is crucial in shaping a company's content strategy.How employees can effectively contribute to and amplify the key messages of a company.View our upcoming schedule here: https://www.tribalimpact.com/resources/upcoming-linkedin-lives

If your marketing content has been ineffective, you may be overlooking some valuable insights from the people who deal with your clients every day – your sales team. This week, Mark is joined by Purna Virji, past winner of the LinkedIn Ads Cross-Functional Partner of the Year award, and author of "High Impact Content Marketing." She's got some serious chops in making sales and marketing play nice together, working with teams of all sizes across the globe. She walks us through the benefits of using insights from sales to inform marketing strategies and creating a collaborative environment where both departments work towards common business goals. Here are some of the topics Mark and Purna discuss in this episode: Marketers need to get a bigger seat at the table Why marketing strategies should come from customers and from sales How Purna prioritizes what drives the most value for a business The questions marketing should be asking the sales team How to understand what sales have to say about the customer helps in prioritizing strategy  Why sales is more on the ball about what will make the company money The four root causes of most customer objections How to proactively address customer objections in your messaging Why feel/felt/found is one of Purna's favourite sales tools Some of Purna's favourite questions for sales teams How sales can help marketing develop the right messaging Where marketers often stumble when tying marketing goals back to business goals The importance of being clear about desired business outcomes How reading comment sections can help you find your USP The lesson Purna learned the hard way Purna's #1 tip for selling more Follow Mark: LinkedIn: https://hi.switchy.io/markdrager Instagram:  https://hi.switchy.io/KcKi Want more free tools? Go to our podcast page at https://hi.switchy.io/KcKe  

Content  is like apparel. In context of this analogy, why do you say content should be treated like Chanel, as an enduring asset?  Please explain for my audience how high impact comes from identifying big ideas? What are the common misconceptions here?  Same concept, different angles. Could you share some examples to explain this ?  How should one identify big ideas?  What are the 4 objections? How can content overcome these proactively?  Purna answers the above questions and more as she takes a masterclass in content marketing. Purna Virji is the author of High-Impact Content Marketing and Principal Consultant, Content Solutions at LinkedIn. She previously led global learning and thought leadership programs for Microsoft. She has also been recognized as an Adweek Young Influential, was crowned the Search Personality of the Year by the US Search Awards and was named the most influential PPC Expert in the world by PPC Hero. Please connect on Linkedin - https://www.linkedin.com/in/purnavirji/ Her Book on Amazon - https://www.amazon.in/High-Impact-Content-Marketing-Strategies-Intentional/dp/1398608432 Jagged with Jasravee is facilitated by Jasravee Kaur Chandra. She is Senior Vice President of Strategic Planning at Havas Creative. Jasravee has over 20 years experience as a Strategic Brand Builder, Communications Leader and Entrepreneur.  Please visit Jasravee at https://jasravee.com/ Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/   Email Jasravee at jasravee@gmail.com The discussion covers the Purna  focuses on the importance of repurposing content, understanding the audience, and aligning marketing and sales efforts to achieve business goals. The Key Highlights

Author of High-Impact Content Marketing, this webinar is with Purna Virji. She's a Principle Consultant at Linkedin, an international keynote speaker, a coach, a trainer, and she's WICKED. Purna took to the stage to share how even on a stretched budget, you can create high-impact content which drives results. She covered: ✖️ How to turn one idea into multiple fresh, unique pieces of high-performing content. ⏰ How to make the most of limited time to create content that actually lands with impact.

In an era of user-generated, human-generated and machine-generated content, mistakes are increasingly costlier to make. Learn the ways to revitalize and future-proof your approach to content marketing with Purna Virji, globally recognized content strategist and bestselling author of "High-Impact Content Marketing". She and Loren will uncover the common mistakes content marketers make, and how you can avoid them as you plan your marketing strategy. Tune in and hear strategies for creating genuinely inclusive and relevant content that audiences will actually want to consume, so your content strategy won't go the way of the dinosaurs. What we want to think about is what are we solving for. What roles do we play? How are we engaging with the audience and giving them what they are interested in, what they need, and what would be of value to them? – Purna Virji, 03:00 You always want to give your audience something to do next. It all comes down to this concept called backward design. – Purna Virji, 08:58 We found that we get the most social interaction and the highest quality traffic from social media. LinkedIn has just become the most engaged platform there is within social media, and it's been a complete 360 over the past three or four years. – Loren Baker, 27:30 [00:00] - About Purna. [02:41] - Strategies for intentional content creation. [08:58] - How to ensure content effectiveness. [14:41] - Best practices for content promotion. [18:01] - How to create content for various audience awareness levels. [20:13] - Importance of company representation in content marketing. [23:41] - LinkedIn's content promotion capabilities. Resources Mentioned: High Impact Content Marketing Take an idea before you even create the content and think about different ways you'll use that idea. – Purna Virji, 17:13 The members on LinkedIn tend to see their time on LinkedIn as an investment in themselves professionally and personally. They're here to learn, grow, share, and put their best foot forward. – Purna Virji, 30:18 Try to understand what makes you money and for that, who are the types of the cream of the crop? Customers who spend a lot are loyal are referring you to others. – Purna Virji, 03:53 Connect with Purna Virji: Purna Virji, based in Philadelphia, Pennsylvania, is a celebrated content strategist and marketer, currently the Principal Content Solutions Consultant at LinkedIn. Her career spans leading roles at Microsoft, and diverse experiences in social media, search advertising, and television, giving her a unique perspective on content marketing. Recognized as an Adweek Young Influential and Search Personality of the Year, she's also a top-rated international speaker and an advocate for women in technology. Virji is the author of the best-selling book "High-Impact Content Marketing," showcasing her expertise and influence in the field. Connect on LinkedIn: https://www.linkedin.com/in/purnavirji/ Connect with Loren Baker: Follow him on Twitter: https://www.twitter.com/lorenbaker Connect with him on LinkedIn: https://www.linkedin.com/in/lorenbaker

High-Impact Content Marketing: Strategies to Make Your Content Intentional, Engaging and Effective by Purna Virji About the Book: Create meaningful engagement, drive conversion rates and boost customer retention with this crucial resource to unlocking the true potential of your content marketing strategy. In an era of user-generated, human-generated and machine-generated content, mistakes are increasingly costlier to make. And more difficult to recover from. To succeed in the highly competitive creator economy of today and the future, content marketers need to rethink their approach or go the way of the dinosaurs. High-Impact Content Marketing shows how to succeed by taking a simplified yet strategic approach to standing out and driving revenue impact. It covers time-proven strategies to create video, audio, social media, and longer-form content that audiences will actually want to consume and how to do so in a genuinely inclusive way. It also shows how to master content distribution across channels such as websites, blogs, email, and social media networks to maximize reach, engagement, and impact. What makes High-Impact Content Marketing unique is how it weaves in behavioral science and adult learning principles to maximize and measure impact. It features easy-to-implement frameworks and actionable guides throughout as well as examples of best-in-class content marketing from the likes of Patagonia, Microsoft, Spotify, and Google plus interviews with top industry experts from across the globe.  Guidance is also included on how to align content with various stages of the customer journey. This is an essential blueprint for ensuring the long-term success of your content marketing strategy to increase brand awareness, build relationships, and boost conversions. About the Author: Purna Virji is a globally renowned content strategist whose current title is Principal Consultant, Content Solutions at LinkedIn.  She previously led Microsoft's global learning and thought leadership programs and is an award-winning former journalist.  Virji is a top-rated international keynote speaker featured in The Drum, The Next Web, Search Engine Journal, and AdWeek. She has also been recognized as an AdWeek Young Influential, was crowned the Search Personality of the Year by the US Search Awards, and was named "The Most Influential PPC Expert in the World" by PPC Hero. And, interesting fact - she speaks six languages and has never seen a Star Wars movie! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/high-impact-content-marketing-purna-virji   

In Conversation with Purna Virji, Author, "High-Impact Content Marketing". She speaks to Subhanjan Sarkar in this episode on her book, "High-Impact Content Marketing" The post Bizcast: Bits about books – In Conversation with Purna Virji, Author, “High-Impact Content Marketing” appeared first on Business Podcast Network.

 What Is Content?:  Purna Virji and I discuss what motivated her to write the book, how she defines “content” and why she took a very expansive approach to content strategy and marketing. She also discusses the foundation of great content and what digital marketers can learn from traditional marketing. Creating ‘High Impact' Content: What exactly makes a “high impact” content? How do you differentiate your content, especially in a B2B context? Virji explains how to find the overlap between internal company needs and customer needs as the sweet spot and starting point for content marketing. Why you need to start with measurement and why marketers should always choose quality over quantity. Finally, how do you decide which channels and formats to pursue in a world of expanding content demands? AI and the Future of Content:   AI will have a major impact on content marketing. Will it usher in a golden age or a tsunami of mediocrity? Will organizations downsize content departments but maintain the same output expectations? Can AI-generated content be differentiated? We also discuss SEO and why there's a gap between “create content for people” rhetoric and the “facts on the ground.” Virji is ultimately upbeat and optimistic about the future and ends with a three-pronged framework for creating better content.The Near Memo is a weekly conversation about Search, Social, and Commerce: What happened, why it matters, and the implications for local businesses and national brands.near memo ep 129Subscribe to our 3x per week newsletter at https://www.nearmedia.co/subscribe/

Purna Virji talks with Jason Barnard about how to align your content and business goals. Purna Virji is the author of High-Impact Content Marketing and Principal Content Solutions Evangelist at LinkedIn. Prior to joining LinkedIn, she led global learning and thought leadership programmes for Microsoft. Purna has been named to the Young Influentials List by Adweek, Search Personality of the Year at the US Search Awards, and World's Most Influential Expert by PPC Hero. She is a columnist and a highly regarded international keynote speaker who has been featured in The Drum, TNW, Marketing Land and Adweek. She is an award-winning former journalist, an avid traveller, an aspiring top chef and an avid tennis player in her spare time. We put all our heart and soul into creating great content, only to find that it doesn't work? Hmmm… Well, it's not just about creating beautiful words and delightful images, it's about channelling that creative energy into achieving business goals. The difference between content that just looks good and content that actually gets results can often be boiled down to how well it aligns with your business goals. This is a crucial factor that transforms your content from a mere presentation into a strategic tool for business growth. Understanding the intersection between content and business goals is a game-changer for content marketers. In this episode, the lovely Purna Virji shares brilliant tips on how to align content with your business goals. Purna reveals amazing nuggets about the three-step approach to content marketing: identifying and defining your business goals, determining the actions you want your audience to take, establishing relevant metrics and KPIs, and creating content that directly aligns with those goals.  As always, the show ends with passing the baton… Purna passes the virtual baton to next week's brilliant and fantastic duo, Tonya Eberhart and Michael Carr. What you'll learn from Purna Virji 00:00 Purna Virji and Jason Barnard 02:35 Purna Viriji's Brand SERP 05:47 What Comes First, Business Goals or Content?  07:11 What is Backward Design?  09:00 The Three Steps Approach to Content Marketing 09:04 First Step: Business Goals 11:26 Second Step: Audience Behaviour 14:55 Third Step: Content Goals 15:19 Measuring Content Success 16:59 The Five Stages of Awareness 17:22 Unaware Stage 17:43 Problem Awareness Stage 18:05 Solution Awareness Stage 18:12 Product or Service Awareness Stage 18:59 Most Aware Stage 21:06 Creating Content for Existing Customers 21:27 Harnessing Customer Feedback and Fostering Loyalty for Business Growth 22:47 Creating Content for Bottom of Funnel 23:16 How Important are Community Building and Customer Engagement 24:34 The Importance of Mental Preparation and Acknowledging Positive Feedback in Conversations 27:25 How Does Aligning Your Content with Your Business Goals Help with Branded Search 28:43 Passing the Baton: Purna Virji to Tonya Eberhart and Michael Carr  This episode was recorded live on video July 11th 2023

Purna Virji talks with Jason Barnard about how to align your content and business goals. Purna Virji is the author of High-Impact Content Marketing and Principal Content Solutions Evangelist at LinkedIn. Prior to joining LinkedIn, she led global learning and thought leadership programmes for Microsoft. Purna has been named to the Young Influentials List by Adweek, Search Personality of the Year at the US Search Awards, and World's Most Influential Expert by PPC Hero. She is a columnist and a highly regarded international keynote speaker who has been featured in The Drum, TNW, Marketing Land and Adweek. She is an award-winning former journalist, an avid traveller, an aspiring top chef and an avid tennis player in her spare time. We put all our heart and soul into creating great content, only to find that it doesn't work? Hmmm… Well, it's not just about creating beautiful words and delightful images, it's about channelling that creative energy into achieving business goals. The difference between content that just looks good and content that actually gets results can often be boiled down to how well it aligns with your business goals. This is a crucial factor that transforms your content from a mere presentation into a strategic tool for business growth. Understanding the intersection between content and business goals is a game-changer for content marketers. In this episode, the lovely Purna Virji shares brilliant tips on how to align content with your business goals. Purna reveals amazing nuggets about the three-step approach to content marketing: identifying and defining your business goals, determining the actions you want your audience to take, establishing relevant metrics and KPIs, and creating content that directly aligns with those goals.  As always, the show ends with passing the baton… Purna passes the virtual baton to next week's brilliant and fantastic duo, Tonya Eberhart and Michael Carr. What you'll learn from Purna Virji 00:00 Purna Virji and Jason Barnard 02:35 Purna Viriji's Brand SERP 05:47 What Comes First, Business Goals or Content?  07:11 What is Backward Design?  09:00 The Three Steps Approach to Content Marketing 09:04 First Step: Business Goals 11:26 Second Step: Audience Behaviour 14:55 Third Step: Content Goals 15:19 Measuring Content Success 16:59 The Five Stages of Awareness 17:22 Unaware Stage 17:43 Problem Awareness Stage 18:05 Solution Awareness Stage 18:12 Product or Service Awareness Stage 18:59 Most Aware Stage 21:06 Creating Content for Existing Customers 21:27 Harnessing Customer Feedback and Fostering Loyalty for Business Growth 22:47 Creating Content for Bottom of Funnel 23:16 How Important are Community Building and Customer Engagement 24:34 The Importance of Mental Preparation and Acknowledging Positive Feedback in Conversations 27:25 How Does Aligning Your Content with Your Business Goals Help with Branded Search 28:43 Passing the Baton: Purna Virji to Tonya Eberhart and Michael Carr  This episode was recorded live on video July 11th 2023

David Avrin talks with Jason Barnard about how to become ridiculously easy to do business with. David Avrin is recognised worldwide as one of the most sought-after speakers and consultants in the field of customer experience. David has delivered his content-rich, entertaining and actionable presentations to enthusiastic audiences across North America and in 24 countries around the world. David helps companies better understand and connect with their changing customers and clients to future-proof their business. David's insights have been published in thousands of media outlets around the world. He is also the author of five books, including the highly acclaimed: It's Not Who You Know, It's Who Knows You!, Why Customers Leave (and How to Win Them Back) and his latest book: The Morning Huddle — Powerful Customer Experience Conversations to Wake You Up, Shake You Up, and Win More Business. With advances in technology and AI, businesses have largely automated their processes and may have overlooked the importance of human interaction. For an optimal customer experience, the balance between technology and human engagement is absolutely essential. Employing an omnichannel approach that harmoniously blends AI bots and human interactions significantly increases service efficiency while providing that invaluable personal touch. In this fascinating episode, David Avrin and Jason Barnard address the key insights needed to create a seamless and effortless customer experience. David highlights the need to adopt technologies that increase customer convenience and flexibility, and warns against strategies that prioritise organisational ease at the expense of customer experience. David uses personal examples to illustrate the importance of making processes simple and easy for customers. He underscores the need for businesses to evaluate their processes, taking into account both new implementations and adjustments due to the pandemic. As always, the show ends with passing the baton…David incredibly passes the virtual baton to next week's amazing guest, Purna Virji. What you'll learn from David Avrin 00:00 David Avrin and Jason Barnard 02:56 Omnichannel Approach: Balancing AI Bots and Human Interaction 05:21 How to Leverage AI and Chatbots for Efficient and Crucial Customer Interactions 07:23 David Avrin's Brand SERP 07:49 Bing Chat: Who is David Avrin  09:54 How Aware are Businesses of Their Online Presence? 13:01 Shift in Business Focus and Its Impact on SEO and Online Reputation 15:43 How Important are Online Presence and Social Proof for Safe Decisions? 18:46 What are the Dangers of Unnecessary Friction in the Customer Experience? 22:34 Adopting New Technologies and Maintaining Customer Ease 24:46 Does Adequate Preparation for a Podcast Add Value or Unnecessary Friction for Guests? 27:12 What Role Does Managing Expectations Play in Delivering Great Customer Experience? 30:40 How Does Making it Easy for Other People to Do Business with You Help with Branded Search? 32:04 Passing the Baton: David Avrin to Purna Virji This episode was recorded live on video July 4th 2023

David Avrin talks with Jason Barnard about how to become ridiculously easy to do business with. David Avrin is recognised worldwide as one of the most sought-after speakers and consultants in the field of customer experience. David has delivered his content-rich, entertaining and actionable presentations to enthusiastic audiences across North America and in 24 countries around the world. David helps companies better understand and connect with their changing customers and clients to future-proof their business. David's insights have been published in thousands of media outlets around the world. He is also the author of five books, including the highly acclaimed: It's Not Who You Know, It's Who Knows You!, Why Customers Leave (and How to Win Them Back) and his latest book: The Morning Huddle — Powerful Customer Experience Conversations to Wake You Up, Shake You Up, and Win More Business. With advances in technology and AI, businesses have largely automated their processes and may have overlooked the importance of human interaction. For an optimal customer experience, the balance between technology and human engagement is absolutely essential. Employing an omnichannel approach that harmoniously blends AI bots and human interactions significantly increases service efficiency while providing that invaluable personal touch. In this fascinating episode, David Avrin and Jason Barnard address the key insights needed to create a seamless and effortless customer experience. David highlights the need to adopt technologies that increase customer convenience and flexibility, and warns against strategies that prioritise organisational ease at the expense of customer experience. David uses personal examples to illustrate the importance of making processes simple and easy for customers. He underscores the need for businesses to evaluate their processes, taking into account both new implementations and adjustments due to the pandemic. As always, the show ends with passing the baton…David incredibly passes the virtual baton to next week's amazing guest, Purna Virji. What you'll learn from David Avrin 00:00 David Avrin and Jason Barnard 02:56 Omnichannel Approach: Balancing AI Bots and Human Interaction 05:21 How to Leverage AI and Chatbots for Efficient and Crucial Customer Interactions 07:23 David Avrin's Brand SERP 07:49 Bing Chat: Who is David Avrin  09:54 How Aware are Businesses of Their Online Presence? 13:01 Shift in Business Focus and Its Impact on SEO and Online Reputation 15:43 How Important are Online Presence and Social Proof for Safe Decisions? 18:46 What are the Dangers of Unnecessary Friction in the Customer Experience? 22:34 Adopting New Technologies and Maintaining Customer Ease 24:46 Does Adequate Preparation for a Podcast Add Value or Unnecessary Friction for Guests? 27:12 What Role Does Managing Expectations Play in Delivering Great Customer Experience? 30:40 How Does Making it Easy for Other People to Do Business with You Help with Branded Search? 32:04 Passing the Baton: David Avrin to Purna Virji This episode was recorded live on video July 4th 2023

How do you effectively repurpose content for Google Search? What types of assets should you be repurposing? Can AI help with repurposing content at scale?  In this episode, Wix's own Mordy Oberstein and Crystal Carter dive deep into repurposing your audio and video content for Search. Joining the show is LinkedIn's very own Purna Virji to demonstrate the benefits of repurposing content at scale.  Plus, take a directional look into where the SERP is headed for of audio and video content.  Ready to get the most out of your content with max efficiency? The SERP's Up SEO Podcast takes repurposing content for organic search head-on! Key Segments: [00:02:03] What's On This Episode of SERP's Up? [00:04:48] Focus Topic of the Week: Repurposing Content for Search [00:17:20] Focus Topic Guest: Purna Virji [00:34:39] Snappy News [00:39:17] Follow of the Week Hosts, Guests, & Featured People: Crystal Carter Mordy Oberstein Purna Virji Sam Oh Resources: SERP's Up Podcast Wix SEO Learning Hub Searchlight SEO Newsletter ChatGPT and AI Writers in SEO Content High-Impact Content Marketing  News: Google: Expect A Confirmed Google Algorithm Update This Summer Google Merchant Center: How To Build Trust With Your Customers Google's On Domain Name Selection: Branding Over Keywords  

This episode of Women in B2B Marketing features an interview with Purna Virji, Principal Consultant, Content Solutions at LinkedIn and author of High Impact Content Marketing (coming out July 3, 2023). Jane and Purna discuss Purna's journey in writing her book, her extensive background in content marketing, and her experience working with different industries. Purna talks all about high-impact content, including:the importance of diversity, equality, and inclusion in content marketing leveraging wording, language, and visuals to break stereotypeshow to effectively study your audienceher approach to creating high-impact content repurposing content so it can live many lifetimesdesigning for one, solving for manyunderstanding audience needsstarting with the why when creating contentfinding her purposeadvice on finding a mentor and mentoring othersKey Links:Guest: Purna Virji - https://www.linkedin.com/in/purnavirji/Host: Jane Serra - https://www.linkedin.com/in/janeserra/ Pre-order Purna's Book, High-Impact Content Marketing: Strategies to Make Your Content Intentional, Engaging and Effective, here:Straight from the publisher: https://www.koganpage.com/product/high-impact-content-marketing-9781398608436On Amazon: https://a.co/d/fUuL6kL

Show Resources Here were the resources we covered in the episode: B2Believe Event NEW LinkedIn Learning course about LinkedIn Ads by AJ Wilcox Youtube Channel Contact us at Podcast@B2Linked.com with ideas for what you'd like AJ to cover. A great no-cost way to support us: Rate/Review!   Show Transcript LinkedIn's B2Believe event happened last week in San Francisco and shared some groundbreaking stuff for LinkedIn Ads. Just in case you missed it, I'm recapping all the highlights on this week's episode of the LinkedIn Ads Show. Welcome to the LinkedIn Ads Show. Here's your host, AJ Wilcox. Hey there LinkedIn Ads fanatics. For my US listeners, I hope you had an amazing Thanksgiving holiday. I sure did. I ate way too much. I brought my VR headset and watched all the kids play a game called Richie's Plank Experience. I don't know if any of you know this game. But it basically takes you to the top of a building and you can stand out on a plank, and basically feel what it feels like to step off a building. I watched one of my nephews totally like sprint right into a wall. It didn't hurt my VR headset, thank goodness. But definitely one of the best things I've ever gotten to watch. I also got to geek out with my father in law about home automation, and new advances in ham radio communication. So like I mentioned in the teaser, LinkedIn hosted an in person event live in San Francisco. Tt was right on the pier. It was beautiful. It was well organized. And honestly one of the most impressive events I've ever seen Many of the sessions were recorded for being able to watch remotely. So you'll see a link down in the show notes below to go and watch for yourself if you'd like to get caught up. But I especially wanted to highlight some of the best parts, just in case you didn't have time to attend, or even watch the recaps. So also, the day following was a day just for partners called Partner Connect. And there was a bunch more content, but most of it was just for partners under NDA. So I'll share as much as I can, but I won't be able to give you much by way of recap there. But I do want to say a huge thanks to my friends at LinkedIn for the great conversations and the fun times we got to have. A special shout out to Purna Virji, who is a great friend. She's making huge waves at LinkedIn. She used to be a Microsoft Ads evangelist. She is absolutely magic on stage and her session did not disappoint. I love getting to meet and hang out with your team Purna. Thanks so much for letting me hang with you. And also a special shout out to Dan Philippi. Always great getting to catch up with you. Dan was the manager of a team that used to have the most elite ad reps. So when I very first got started advertising on LinkedIn, he and his team who I owe a great deal of gratitude for everything they taught me and showed me all about LinkedIn Ads. Okay, before we get into a recap of the event, there is some huge news out there to share. So the first one, I want to give a hat tip to Alisa Gammon, a great friend of mine. She shared with me that Facebook released their B2B targeting globally. There are five segments that we now get to use. So number one, business decision maker titles and interests. And this is people who are business decision makers based on their job titles that Facebook has, as well as interests. Number two, there's IT decision makers, and this is people who are IT decision makers based on their job titles. Number three is business decision makers. And meta creates this by using a combination of job titles and interests. And it's looking for decision makers in Engineering, IT, Operations, HR, Strategy, or Marketing. And make note this is not necessarily just the C suite or chief, although it does include them. Number four, we have new active businesses with buckets of less than six months old, less than a year old, and less than two years old. And this is based on company pages on Meta being set up in that time period. So if a new page gets set up, then Meta is assuming that it's a new business. And then number five, the fifth targeting facet that we get on Facebook is company size. They have small being 10 to 200 employees, medium being 200 to 500. And then large enterprises, which is 500 plus employees. And I'm telling you about this because I'm imagining that most of you listening are in B2B. And most of you are probably also responsible for the Facebook Ads channel. If you want to take advantage of this, you can find the B2B segments in ads manager under detailed targeting, you'll click on demographics, then work, then industries. Although if you're looking for the new active businesses, that's under behaviors, and then digital activities, I'd love to hear about your experience. If you're also using these segments to test especially against the same types of segments that you're using in LinkedIn Ads. Obviously, the targeting isn't nearly as good. It's not nearly as precise. It's not nearly as accurate or even up to date, but it is going to be a lot cheaper. So hey, maybe it works. Next item in the news is a doozy. Back on November 17th, advertisers got an email in their inbox called Exciting Changes Coming to LinkedIn Messaging. It looked innocuous enough, but there were some big things announced in here. So let's talk through them and make sure we understand them. First, if you didn't know, LinkedIn is coming out with a focused inbox, and I've had access to this now for many months, and I have to say I kind of like it. The idea is you have two different inboxes. One that is your Focused Inbox, where it's most likely to be the things that are of important to you, and then others that are probably going to be spam. When I look in my unfocused inbox, I see a lot of Sales Navigator Inmails being sent out that are most likely unsolicited, or what I would call spam. So this ramp began on the 16th of November here in 2022. And so if you don't already see it in your inbox, chances are you'll see it here in the next few weeks. That one's obviously mostly around organic for LinkedIn. But if we read further, we'll start to see the impacts on LinkedIn Ads. The next announcement here is Conversation Starter Ads that are launching in Q2 of 2023. It says we're introducing Conversation Starter Ads, a new way to engage in conversations with your audience. Conversation Starter Ads will appear as a rotation of ads in a fixed placement in the inbox, encouraging members to click to initiate conversations in the focused tab. This new ad eliminates the 30 day frequency cap for today's sponsored messages, which is actually really cool if you listened to the last episode all about frequency caps. But here's the biggie. The email says timed with the launch of Conversation Starter Ads, we will sunset Message Ads. So that means if you are using Message Ads, these are going to be going away in Q2 of 2023. It also says it's going to convert all of your existing Conversation Ads into Conversation Starter Ads. So the recommendation here is shift your budgets away from Message Ads and into Conversation Ads as soon as possible, just so you can take advantage of the automatic conversion. Like I said, it's a big deal. The next one was Click to Message Ads that are coming out in Q1 of 2023. So we're getting close for that one. It's a new ad format that grabs the members attention in the feed, and then invites them to engage in conversations to learn more about your product or services that will occur right in the focus tab. And for those of you who are in the EU, I'm sure your biggest question is our Conversation Starter Ads and Click the Message Ads, will we get access to that? The answer is no. LinkedIn says they won't be available to target members in the EU. So like I said, big stuff happening. That's a big announcement that just kind of went under the radar. And I was excited to share it with you. Okay, now to the topic at hand. Let's hit it. 7:44 Opening up the event, Greg Willis, who's the Vice President of Global Sales at LinkedIn, he mentioned that in business to business, we're lefties in a right handed world. I love that because I've always felt like B2B has gotten the shaft. Google Ads has never cared about B2B. Facebook has obviously been very focused on B2C, and hasn't given us very much love in B2B at all. So I sure love that thought. Then we had Mel Selcher go on stage who's the Chief Marketing and Communications Officer at LinkedIn. And she talked about promise making being something that brands do how we promise to fix a problem. She used some really cool examples like the iPod, because it was not the first mp3 player. Shout out to my Diamond Rio fans. Apple's promise of having 10,000 songs in your pocket, really propelled it into a new space. She also used the example of James Watt, who was the inventor of the horsepower. Steam engines were so powerful, but miners didn't understand or trust them. So they just kept using horses to do their work. So he went on to express that the steam engine has 10 horses in a machine and people got that promise of a wow, this is more powerful. She used the example that coke doesn't market itself as a sweet Brown and fizzy drink and neither should you and B2B. Coke isn't trying to explain what it is the specific features of the drink. No, Coke is talking about how you feel and what sort of experiences you have while you're enjoying it, and family and the good feelings around you. So if coke isn't marketing itself as a sweet, brown and fizzy drink, neither should you and B2B. Products don't speak directly to consumers, but promises do. Your promise really is your vision. She used an example that I absolutely love being a diehard B2B fan. She said B2B is amazing. You have ServiceNow, Salesforce, Block, and Nvidia. She said all of them have a market cap that is greater than Nike, Coke, Adidas, and GM combined. These are B2B companies, and they've totally reinvented our world. And it's harder to reach the buyers for B2B. We don't necessarily understand the buyers of B2B tools, the same way that we understand the buyers of shoes, but that's really changing. 9:59 Then, Jim Habig took the stage. He's the VP of Marketing for LinkedIn Marketing Solutions. My big takeaways from his were, don't make a promise that you can't keep and make your promise valuable, make them memorable. He used examples of TV commercials. One for commerce tools with Will Arnett in it. One was a HubSpot ad that was talking about aiding pirates. And another was a Salesforce ad with Matthew McConaughey and a hot air balloon. This is big talent. This is big money. These are big brands. Llike I've always felt like B2B should be. 10:32 Next I want to talk about Gyanda Sachdeva's presentation. She's the Head of Product at LinkedIn Marketing Solutions. Her presentation was all about the LinkedIn Aads Product Roadmap, which of course had my ears perked up. She talked about a new ad format, letting us promote individual employees posts with their permission. That's one I'm especially excited about because with LinkedIn Ads, we've only ever been able to boost a post from a company page. It's going to be a big deal to boost posts from individuals. She talked about Click to Message Ads, like we talked about in the news. She talked about Document Ads, but those have already been released now for some time. She talked about Conversation Starter Ads, which again, we talked about in the news. She also talked about connected TV solutions, and instream video ads through LinkedIn Ads, which I think is going to be really interesting. For those of us who are buying media for TV, Gyanda also talked about what they're doing around identity. She said that in B2B, we have the user, we have the advocate, we have the financier, and the decision maker. And they've had to rethink the definition of marketing identity, especially with all of the privacy concerns that have been coming up recently. She advocated reaching the groups of buyers, not just individuals. She said we don't need individual identity, we need group identity. And by the way, I totally disagree with this. I've seen this over and over with other ad platforms, when they feel like politically, they have to take power away from the marketers, this is never in our best interest. It's never a feature or a benefit. So please don't communicate it like it is one. Next, she talked about what they're doing on the product roadmap for measurement. She talked about how difficult it is that when we're marketing using many different platforms to have our data in so many different places. So LinkedIn is going to be coming out with what she calls Clean Rooms. These are trusted places to put your data and LinkedIn's to create a clean data set. And this is across multiple channels. You'll be able to run reports and get insights specifically for something like if a particular customer is going to get lost, how you can then reactivate them. We will also have access to website actions, which is grouping people into behavioral patterns. And she said there's no extra code to setup, I'm imagining that means that all of this is going to be powered by our existing insight tag. What I love about the Clean Room is this is effectively what we've already built internally for our agency. We've got this really cool data warehouse, where we store everything and have complex queries to pull it out and assemble it in the ways that we want. We inject it into dashboards, we inject it into Excel reports that we can give our clients. We've done lots of cool stuff. But now with these Clean Rooms, it sure sounds like that's going to replace a lot of what we've already built internally, which is just fine with me. She mentioned a revenue attribution report that is already going to be able to sync into Salesforce, and Microsoft Dynamics. And she also mentioned a new B2B index that's coming out that's judging the creative quality of a brand and the audience intent, as well as the investment of a brand. And so there'll be able to put us all on a B2B index, where we can measure ourselves, which really isn't that much different for any of you who have ever gotten a content marketing score from your LinkedIn rep. It sounds like it's just that but going to get a little bit more advanced. And finally, she talked about a B2B marketplace where every B2B product has a place to connect with it and see who in your network can vouch for it, or you can ask questions. There'll be expert articles, you'll be able to test drive anything right from LinkedIn. And she made sure to let us know that even with all of this that's being announced, it's not nearly even the whole list of what's being innovated for us marketers. Definitely one of the most exciting sessions I got to attend. All right, here's a quick sponsor break. And then we'll dive into LinkedIn Chief Economist talking about what to expect during the upcoming recession, as well as a conversation with Ben Stiller. The LinkedIn Ads Show is proudly brought to you by B2Linked.com, the LinkedIn Ads experts 14:46 If you're a B2B company and care about getting more sales opportunities with your ideal prospects, the chances are LinkedIn Ads are for you. But the platform isn't easy to use and can be painfully expensive on the front end. At B2Linked, we've got cracked the code to maximizing ROI while also minimizing costs. Our methodology includes building and executing LinkedIn Ads strategies that are customized to your unique needs, and tailored to the way that B2B consumers buy today. Over the last 11 years, we've worked with some of the largest LinkedIn advertisers in the world, we've spent over $150 million on the platform, and we're official LinkedIn partners. If you want to generate more sales opportunities with your ideal prospects, book a discovery call with us today at B2Linked.com/apply. We'd absolutely love to get to work with you. All right, let's jump into Ben Stiller's interview. So this was Ty Heath from LinkedIn, she got to interview Ben Stiller on stage. And it was all about pushing creative boundaries. First of all, for some backstory on this, I got a chance to talk to Ty Heath behind the scenes. And she said that Ben Stiller flew in on a red eye that morning, and got to do a little bit of a VIP event before this show. She said that he was really kind, he asked real questions and really gave his full attention to those VIPs, it was really cool to see someone who is quite frankly, really, really famous. And he genuinely seemed like a really cool guy. He opened up by saying, hey, just so you know, I know nothing about business. And this is the first time I've ever heard the phrase B2B. So of course, this is when most marketers start to tune him out and say, okay, you don't really know anything about what we do. But I really appreciated his insights into the creative process. He talked about his creative process, being just expressing himself in a way that's honest and meaningful to him. He said, I didn't think about what I was doing, I just did what I wanted to do. You don't label it when you're young. He also said creatively, it's very difficult to figure out what people are going to want. Eventually, if you keep creating what you think is funny, and doing your own thing, then people will start to appreciate that. And of course, when he's talking about creating what he thinks is funny, we should restate that in our minds as creating something that engages or that catches people's attention. But of course, in his career, making something that was funny was really the goal. There was a conversation that I thought was really, really interesting. He said, sometimes you're right, and sometimes you're wrong about what you think is funny. And he laughed, saying, I've been wrong a few times. But when you're wrong a few times, you start to question, do you have it? And that's the scary part because you have to take those chances and be willing to fail. You have to know that failure is definitely an option and it will happen and it's not fun. But it's also part of the process. He talked about risk. You have to risk because if you play it safe, you're not going to please anybody or break any new ground. And I love this quote, "We all know that there are real world consequences when we fail, but it's not the end of the world. When things aren't going good. It gives you the creative space to step back and ask myself why I'm doing what I'm doing. And if you're doing it for the affirmation of everyone else, of course, that feels good, that's the wrong reason to be doing it." So I ended up getting a lot more out of that conversation than I thought I was going to from a movie star. 18:14 Next, the CMO of the company ServiceNow he shared things in a fireside chat kind of format. He talked especially about brand and how there's this exponential effect when your brand overlaps into your demand category. He talked about it as a Venn diagram. And so when your brand Venn diagram overlaps with your demand that creates this exponential effect. And I forgot to mention, his name is Michael Park. But Michael mentioned this new initiative that they have called Rise Up. And he said, they're recruiting a million partners to stand up and deploy ServiceNow for their customers. And it's this low code app development, which sounds really cool for people who are looking for careers, who may not be technical enough to get into heavy code. That's really cool. My favorite quote from this one was, "Brand is the purpose and the purpose is the brand." It has to be in the DNA of what the company stands for, otherwise, it's not authentic. I'm sure you can notice a lot of conversation around branding. Okay, and then the one that I think is by far the most interesting, Karen Kimbrough, who's the LinkedIn Chief Economist, she talked about marketing in today's macro economic climate. She basically got up on stage and gave us a forecast of what to expect if we're going into a recession. Oh, I thought this was so interesting. She talked about how 2021 was a year of growth. It was like driving full speed on the freeway. The US was averaging an 8% growth in GDP, and how that kind of growth just isn't sustainable. In economics, when something goes up, it's eventually going to come down. Then we hit 2022. And she said it's like merging onto a different freeway where the traffic is quite a bit busier, and you've slowed down to about half speed. So maybe you're on a 70 mile per hour freeway. And then all of a sudden, now you're going 35. That's what happened to us this year in 2022. And then in 2023, she said, it will slow down even further. It's like, we'll be in bumper to bumper, zero mile per hour traffic. So now that she's scared us, we can talk about the realities here. So here's why it won't be as bad this time, as it was in 2008. I know a lot of you are older than me. And you probably remember a lot more. In 2008, I was just graduating from the university. And so that was the very first economic pullback that I remember. But I'm so glad that economists are paying attention to what has happened in the past so we know what's going to repeat. She said back in 2009, peak unemployment was around 10%. And then in 2020, it was up to 14.7%. But in the next year into 2023, she expects peak unemployment rates to be around 4.8, maybe up to 5%. So we're talking about a third of where it was just in 2020. During the COVID 19 pandemic. She also mentioned that the labor market remains tight. That tech and real estate are a little bit scary right now, because those are the headlines we're seeing about Meta laying people off and Amazon and all that, but not all industries are cutting. She said that internally at LinkedIn, they've noticed that their ads business is down about 5% year over year, so just a little bit softer than it was last year. So I felt really great about that. She also gave suggestions on investing in our team. She said, especially try to build resilience in your teams, invest in your talent, focus on internal mobility, those are the kinds of things that are going to help you retain your staff. She also looked at the marketing industry in general, and analyzed all of the skills that are being requested in marketing, job postings. She said customer experience is mentioned in 49% of all job postings, web content writing that's present in 39%, analytical skills are present in 35%, creativity skills in 31%, and content marketing was present and about 30%. So these are the skills and they're mostly soft skills that are in demand for marketers. And this makes a lot of sense to me. She talked about in bad times, if you make investments, it can become an opportunity. We all know someone who's pulling back budgets right now in preparation for a recession. But she said time and time again, from all of these studies that they've done, doubling down in those bad times, leads to increased sales advantage and increased profit advantage during the following years. She mentioned that the 2008 recession lasted about 18 months, the one in 2020 for the pandemic, it only lasted two months. She's expecting something for this recession, that's just going to be moderate. And she said we'll be out of it for 2024. She said it's maybe going to last six to nine months. And recap that recessions in the US happen every six to 10 years, and usually last on average about nine months. This was also really interesting, she mentioned that the Asia Pacific region doesn't appear to be heading into a recession. Most economies are but Asia Pacific, doing great. She gave us this little statement to consider, recessions are short, sales cycles are long. Karen, I really appreciate your outlook on that. It gives me a lot of confidence. Being a marketer right now, even in the face of watching some budgets get cut and all of that. All right, I've got the episode resources for you coming right up, so stick around Thank you for listening to the LinkedIn Ads Show. Hungry for more? AJ Wilcox, take it away. 24:08 If you want to watch any of these recordings, I have a link to the whole event. They're set up as webinars on the LinkedIn marketing solutions page. So check that out in the show notes below. Also, if you or anyone else is looking to learn more about LinkedIn Ads, maybe you're just looking to get trained or just getting started, I did a course with LinkedIn Learning all about LinkedIn Ads. It's linked to in the show notes below and it is by far the most detailed and the least costly course out there. So I highly recommend it. If this is your first time listening, welcome, excited to have you here. Make sure to hit that subscribe button so that you hear all of our content here in the future, in case this was helpful to you. And if this is not your first time listening, I would encourage you to rate and especially to leave a review for us. It's a great no cost way to support all of the hard work we do to put into this podcast. With any tips, suggestions, corrections, anything you've got, reach out to us at Podcast@B2Linked.com. And with that being said, we'll see you back here next week. Cheering you on in your LinkedIn Ads initiatives.

Brand voice has become top-of-mind in marketing as more and more people support businesses that share their values. But how you treat your customers is only part of the battle--employees have to be part of the conversation, too.

Purna Virji talks with Jason Barnard about prominence vs. presence on LinkedIn. Purna Virji is a globally recognized speaker and writer on content marketing. A content strategist and Lead Content Solutions Consultant at LinkedIn. Prior to joining Linkedin, Purna was the CEO and Founder of Purview Marketing and Senior Client Development and Training Specialist for Bing Ads. During her time at Microsoft, she won Search Personality of the Year 2019-2020 at the US Search Awards, was named one of Adweek's 2018 Young Influentials, and was chair of the judging panel at The Drum US Search Awards in 2017 and 2018.  Marketers and business owners often misjudge how to make best use of their presence in the digital world. Getting the right balance between your message, your content and your audience is the key, and Purna Virji offers dozens of tips, tricks and ideas for getting that balance right. The thing is, knowing what your audience wants to hear is more important than knowing what you want to say. And being emotional with your content is not the same as using emotions to connect with your audience. Purna Virji offers thumb stoppingly good content tips and how to get the most out of LinkedIn that can also be applied to other social media platforms. Having concise, compelling and clear content is an advantage. As always, the show closes with passing the baton… the delightful Purna Virji passes the virtual baton to next week's super groovy guest Tom Critchlow. What you'll learn from Purna Virji 00:00 Purna Virji with Jason Barnard00:39 Book Launch: The Fundamentals of Brand SERPs for Business01:57 Purna Virji's Brand SERP02:56 Purna Virji's Career Path04:34 An Overview of Purna Virji's Expertise on Content06:32 Prominence vs Presence on LinkedIn07:44 What is Thumb Stoppingly Good Content?08:53 How to be Prominent with Your Content09:38 Focus on What Your Audience Want to Hear Not on What You Want to Say10:18 Emotion Centric Content12:32 Emotion in Content vs Emotional Content18:00 Tips on How to Figure Out What Your Audience Wants to Know24:52 WHat is Contrarian Marketing Approach?32:13 How to Make the Most of LinkedIn33:39 Optimize Discoverability with Broad Hashtags and by Tagging People36:30 Concise, Compelling and Clear Content50:39 Passing the Baton: Purna Virji to Tom Critchlow This episode was recorded live on video January 18th 2022 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >>

Purna Virji talks with Jason Barnard about prominence vs. presence on LinkedIn. Purna Virji is a globally recognized speaker and writer on content marketing. A content strategist and Lead Content Solutions Consultant at LinkedIn. Prior to joining Linkedin, Purna was the CEO and Founder of Purview Marketing and Senior Client Development and Training Specialist for Bing Ads. During her time at Microsoft, she won Search Personality of the Year 2019-2020 at the US Search Awards, was named one of Adweek's 2018 Young Influentials, and was chair of the judging panel at The Drum US Search Awards in 2017 and 2018.  Marketers and business owners often misjudge how to make best use of their presence in the digital world. Getting the right balance between your message, your content and your audience is the key, and Purna Virji offers dozens of tips, tricks and ideas for getting that balance right. The thing is, knowing what your audience wants to hear is more important than knowing what you want to say. And being emotional with your content is not the same as using emotions to connect with your audience. Purna Virji offers thumb stoppingly good content tips and how to get the most out of LinkedIn that can also be applied to other social media platforms. Having concise, compelling and clear content is an advantage. As always, the show closes with passing the baton… the delightful Purna Virji passes the virtual baton to next week's super groovy guest Tom Critchlow. What you'll learn from Purna Virji 00:00 Purna Virji with Jason Barnard00:39 Book Launch: The Fundamentals of Brand SERPs for Business01:57 Purna Virji's Brand SERP02:56 Purna Virji's Career Path04:34 An Overview of Purna Virji's Expertise on Content06:32 Prominence vs Presence on LinkedIn07:44 What is Thumb Stoppingly Good Content?08:53 How to be Prominent with Your Content09:38 Focus on What Your Audience Want to Hear Not on What You Want to Say10:18 Emotion Centric Content12:32 Emotion in Content vs Emotional Content18:00 Tips on How to Figure Out What Your Audience Wants to Know24:52 WHat is Contrarian Marketing Approach?32:13 How to Make the Most of LinkedIn33:39 Optimize Discoverability with Broad Hashtags and by Tagging People36:30 Concise, Compelling and Clear Content50:39 Passing the Baton: Purna Virji to Tom Critchlow This episode was recorded live on video January 18th 2022 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >>

Purna Virji talks with Jason Barnard about prominence vs. presence on LinkedIn. Purna Virji is a globally recognized speaker and writer on content marketing. A content strategist and Lead Content Solutions Consultant at LinkedIn. Prior to joining Linkedin, Purna was the CEO and Founder of Purview Marketing and Senior Client Development and Training Specialist for Bing Ads. During her time at Microsoft, she won Search Personality of the Year 2019-2020 at the US Search Awards, was named one of Adweek's 2018 Young Influentials, and was chair of the judging panel at The Drum US Search Awards in 2017 and 2018.  Marketers and business owners often misjudge how to make best use of their presence in the digital world. Getting the right balance between your message, your content and your audience is the key, and Purna Virji offers dozens of tips, tricks and ideas for getting that balance right. The thing is, knowing what your audience wants to hear is more important than knowing what you want to say. And being emotional with your content is not the same as using emotions to connect with your audience. Purna Virji offers thumb stoppingly good content tips and how to get the most out of LinkedIn that can also be applied to other social media platforms. Having concise, compelling and clear content is an advantage. As always, the show closes with passing the baton… the delightful Purna Virji passes the virtual baton to next week's super groovy guest Tom Critchlow. What you'll learn from Purna Virji 00:00 Purna Virji with Jason Barnard00:39 Book Launch: The Fundamentals of Brand SERPs for Business01:57 Purna Virji's Brand SERP02:56 Purna Virji's Career Path04:34 An Overview of Purna Virji's Expertise on Content06:32 Prominence vs Presence on LinkedIn07:44 What is Thumb Stoppingly Good Content?08:53 How to be Prominent with Your Content09:38 Focus on What Your Audience Want to Hear Not on What You Want to Say10:18 Emotion Centric Content12:32 Emotion in Content vs Emotional Content18:00 Tips on How to Figure Out What Your Audience Wants to Know24:52 WHat is Contrarian Marketing Approach?32:13 How to Make the Most of LinkedIn33:39 Optimize Discoverability with Broad Hashtags and by Tagging People36:30 Concise, Compelling and Clear Content50:39 Passing the Baton: Purna Virji to Tom Critchlow This episode was recorded live on video January 18th 2022 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >>

David Amerland talks with Jason Barnard about searcher, behaviour, intent and expectations. David Amerland is a business journalist, author, and international speaker. He was a Chemical Engineer before stumbling into the world of search engine optimization (SEO), social media marketing, and branding via mathematics. He has written more than a dozen books on business, marketing, and search, including The Tribe That Discovered Trust, Google Semantic Search, and his most recent book, Intentional. Everything we do from Google's perspective is data and information, and if Google has enough data, it should be able to better understand us as searchers and provide us with the information we are looking for.  Human behavior, on the other hand is incredibly difficult to understand let alone predicts a single action can disguise a variety of intents and the intent of that single action can change immensely over time.  In this inspiring episode, David Amerland joins Jason Barnard to try to understand where these two worlds intersect (perhaps collide?) As always, the show ends with passing the baton… David passes the virtual baton to next week's insightful guest, Purna Virji. What you'll learn from David Amerland 00:00 David Amerland with Jason Barnard 00:55 David Amerland's Brand SERP and Knowledge Panel 02:28 Why is Search Underperforming Even if Its Computational Power is Increasing? 07:29 Google's Perspective: Everything We Do is Data 08:15 Any Given Action Conceals a Number of Intents 09:20 Culture Changes Behavior 12:03 Culture and Human Behavior are Constantly Evolving and Changing 18:12 Writing Content with Empathy 24:06 Emphatic Content is Great for People, But Does it Work in SEO? 24:24 Can Data Act Empathetically?  25:43 Can Your AI Machine Generating Content Trick Google's Algorithms? 29:05 Can Google Recognize a Pattern in Your Behavior to Better Determine Intent? 34:17 Who is Google Chasing… so Who Should we Target? 37:03 David Amerland's Focus When Creating Content 38:15 How is Google Using MUM and BERT 41:36 To Win With Content, Focus on Areas Where the Target Audience is Dissatisfied. 43:14 Passing the Baton: David Amerland to Purna Virji This episode was recorded live on video January 11th 2022 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >> https://youtu.be/gdFbSlk8h3A

David Amerland talks with Jason Barnard about searcher, behaviour, intent and expectations. David Amerland is a business journalist, author, and international speaker. He was a Chemical Engineer before stumbling into the world of search engine optimization (SEO), social media marketing, and branding via mathematics. He has written more than a dozen books on business, marketing, and search, including The Tribe That Discovered Trust, Google Semantic Search, and his most recent book, Intentional. Everything we do from Google's perspective is data and information, and if Google has enough data, it should be able to better understand us as searchers and provide us with the information we are looking for.  Human behavior, on the other hand is incredibly difficult to understand let alone predict:s a single action can disguise a variety of intents and the intent of that single action can change immensely over time.  In this inspiring episode, David Amerland joins Jason Barnard to try to understand where these two worlds intersect (perhaps collide?) As always, the show ends with passing the baton… David passes the virtual baton to next week's insightful guest, Purna Virji. What you'll learn from David Amerland 00:00 David Amerland with Jason Barnard00:55 David Amerland's Brand SERP and Knowledge Panel02:28 Why is Search Underperforming Even if Its Computational Power is Increasing?07:29 Google's Perspective: Everything We Do is Data08:15 Any Given Action Conceals a Number of Intents09:20 Culture Changes Behavior12:03 Culture and Human Behavior are Constantly Evolving and Changing18:12 Writing Content with Empathy24:06 Emphatic Content is Great for People, But Does it Work in SEO?24:24 Can Data Act Empathetically? 25:43 Can Your AI Machine Generating Content Trick Google's Algorithms?29:05 Can Google Recognize a Pattern in Your Behavior to Better Determine Intent?34:17 Who is Google Chasing… so Who Should we Target?37:03 David Amerland's Focus When Creating Content38:15 How is Google Using MUM and BERT41:36 To Win With Content, Focus on Areas Where the Target Audience is Dissatisfied.43:14 Passing the Baton: David Amerland to Purna Virji This episode was recorded live on video January 11th 2022 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >> https://youtu.be/gdFbSlk8h3A

David Amerland talks with Jason Barnard about searcher, behaviour, intent and expectations. David Amerland is a business journalist, author, and international speaker. He was a Chemical Engineer before stumbling into the world of search engine optimization (SEO), social media marketing, and branding via mathematics. He has written more than a dozen books on business, marketing, and search, including The Tribe That Discovered Trust, Google Semantic Search, and his most recent book, Intentional. Everything we do from Google's perspective is data and information, and if Google has enough data, it should be able to better understand us as searchers and provide us with the information we are looking for.  Human behavior, on the other hand is incredibly difficult to understand let alone predict:s a single action can disguise a variety of intents and the intent of that single action can change immensely over time.  In this inspiring episode, David Amerland joins Jason Barnard to try to understand where these two worlds intersect (perhaps collide?) As always, the show ends with passing the baton… David passes the virtual baton to next week's insightful guest, Purna Virji. What you'll learn from David Amerland 00:00 David Amerland with Jason Barnard00:55 David Amerland's Brand SERP and Knowledge Panel02:28 Why is Search Underperforming Even if Its Computational Power is Increasing?07:29 Google's Perspective: Everything We Do is Data08:15 Any Given Action Conceals a Number of Intents09:20 Culture Changes Behavior12:03 Culture and Human Behavior are Constantly Evolving and Changing18:12 Writing Content with Empathy24:06 Emphatic Content is Great for People, But Does it Work in SEO?24:24 Can Data Act Empathetically? 25:43 Can Your AI Machine Generating Content Trick Google's Algorithms?29:05 Can Google Recognize a Pattern in Your Behavior to Better Determine Intent?34:17 Who is Google Chasing… so Who Should we Target?37:03 David Amerland's Focus When Creating Content38:15 How is Google Using MUM and BERT41:36 To Win With Content, Focus on Areas Where the Target Audience is Dissatisfied.43:14 Passing the Baton: David Amerland to Purna Virji This episode was recorded live on video January 11th 2022 Recorded live at Kalicube Tuesdays (Digital Marketing Livestream Event Series). Watch the video now >> https://youtu.be/gdFbSlk8h3A

The pressure is real for brands to constantly be churning out fresh content and be “always on.” Research shows time and again that the brands that do always-on marketing well are often considered more recognizable and relevant. But it's not easy to implement. In addition to always running campaigns, marketers need to ensure the content they promote is relevant throughout their prospect's buying journey. How does one be always on without having to always be working? In this session, LinkedIn's Senior Content Solutions Consultant Purna Virji shares how marketers can re-think their content planning approach and share frameworks and best-in-class examples for designing a scalable and sustainable always on content strategy.

My guest on this week's episode of Suds and Search is Purna Virji, Senior Content Marketing Evangelist for LinkedIn. Purna is one of the most popular and recognizable personalities in paid media. In 2019, Purna was awarded the U.S. Search Personality of the year. She is a mainstay on PPCHero's list of the top 25 PPC influencers in the world. In 2016, PPC Hero named Purna the most influential PPC marketer in the world. For many years, Purna served as Microsoft's brand ambassador to the PPC community. She left that role in the fall of 2020 but stayed in the Microsoft family by joining LinkedIn. I'm going to start our conversation asking her about the transition. Purna is a leading conference presenter and frequent keynoter. It's hard to think of a digital marketing conference she hasn't spoken at. A very, very short list of the conferences you might have heard Purna present includes Pubcon, Brighton, Mozcon, and many of the different SMX events. I'm going to ask her about a recent presentation she did at inOrbit titled, “Building Breakthrough Content for LinkedIn.” In the talk Purna describes what differentiates a LInkedIn user from users on other platforms and she gives a lot of actionable tips for how to reach this audience. Purna is also a leading blogger and educator. During her time at Microsoft, she helped prepare a white paper on inclusive marketing titled “Your Get-Started Guide to Inclusive Marketing.” I'm going to ask Purna about the ebook which was truly excellent. After you're done listening to this interview, there's a link to the ebook in the show notes. Grab something cold to drink and join me for a conversation with Purna Virji, one of the leading voices in paid media today. We'll chat about how to make your content stand out on LinkedIn, a concept called inattentional amnesia, and I'll also ask Purna about how breaking both her arms changed the way she does searches. Listen to Suds & Search Podcasts: Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9teXNvdW5kd2lzZS5jb20vcnNzLzE1OTUzNTQ3MjgwNTZz Apple Podcast: https://podcasts.apple.com/us/podcast/suds-search-interviews-todays-search-marketing-experts/id1526688363 Spotify Podcast: https://open.spotify.com/show/5ALxRpeDgIvg63bK6eoUTe Catch SearchLab on these platforms: https://www.linkedin.com/company/searchlabdigital/ https://www.facebook.com/SearchLabDigital/ https://twitter.com/SearchLabAgency https://www.youtube.com/channel/UC3kf-yP3bwhI6YvFFeKfegA Suds and Search Video Series https://www.youtube.com/playlist?list=PLqSrUsIw8Jit8A6IwPpFw7IPKuuyGF0Ii Local Search Tuesday's Video Series https://www.youtube.com/playlist?list=PLqSrUsIw8JiuxY0eDWZr7Us_WgNNP-GDnSubscribe to Suds & Search | Interviews With Today's Search Marketing Experts on Soundwise

Focusing on all parts of the content funnel, rather than just bottom-funnel content, is an incredibly important part of any strategy. Purna Virji, LinkedIn's senior content solutions evangelist, breaks down how to come up with content ideas for all parts of the funnel, how to make sure all parts are cohesive, how to increase your audience, and much more. 

From journalism and PR, via SEO at AOL to SEA at Microsoft and currently working at social media platform LinkedIn, Purna has seen a lot of aspects of online marketing in her career so far. Let her experience be your guide towards reaching your branding and engagement goals. Purna will tell you how to combine the best of these worlds. Think of improving your organic traffic by running SEA experiments. Or creating brand awareness by leveraging your key employees' personal LinkedIn profiles. Sounds crazy? Purna and Joost will help you understand by providing practical advice and inspirational examples.These topics are covered in this episode:How SEA results can help to improve your SEOIdentifying your white space as a companyThe value of key employees on LinkedInHow to grow engagement LinkedIn advertisingOther forms of content on LinkedIn to start using

Purna Virji, the Senior Manager of Global Engagement at Microsoft spills her top secrets for researching competitors using search.

#PPCCHAT Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Bacchini (@NeptuneMoon)and Purna Virji (@purnavirji) Q1 Are you currently using the Microsoft Advertising platform for your clients? If yes, roughly what percentage of clients? And if no, why not? Q2 What are some ways you’ve found that Microsoft Advertising performs really well for your clients? What industries are the clients in? Q3 What are some ways you’ve found that Microsoft Advertising does not perform well for your clients? What industries are the clients in? Q4 Are any of you currently using or plan to start using the Product Audiences or LinkedIn Profile Targeting? For what types of clients are you/will you utilize these? Q5 Is there anything Microsoft Advertising could do to help you be able to utilize it for more clients? MA webinar: bit.ly/bing-webcast MA updates: bit.ly/learn-about-bing MA suggestions: bit.ly/35oI9cm Linkedin & MA: bit.ly/linkedIn-for-ma --- Send in a voice message: https://anchor.fm/ppcchat/message

Get to know Microsoft's Purna Virji – her career journey, real-life struggles, and lessons she's learned along the way.The post Microsoft’s Purna Virji on Lifelong Learning, Lifting Others & Positivity [PODCAST] appeared first on Search Engine Journal.

Our first guest of Season 2 is Purna Virji, Senior Manager of Global Engagement at Microsoft, who gave a fascinating keynote at YMS NYC a few months ago. Voxburner founder Simon Eder got Purna on the phone to chat about the digital trends impacting the daily lives of Gen Z, and what she's learned from her role at one of the world's largest tech companies. For more info on YMS, check out www.voxburner.com and follow us on socials @voxburner. Music: May the Chords be With You by Computer Music All-Stars Copyright: Attribution: creativecommons.org/licenses/by/4.0/

On this end-of year special we asked our guests (Aleyda Solis, Purna Virji, Larry Kim and Barry Schwartz) to think about what their number 1 digital marketing news story of 2018 was! Here's what we discussed... 2:00 What were the top digital marketing stories in 2018? 2:30 Story 1 – Google's Mobile First Index roll-out 8:40 Story 2 - The Cambridge Analytica story and resultant changes to Facebook's News Feed 17:30 Story 3 - Microsoft launches a new audience network, ‘Audience Ads’ 31:09 Story 4 - The "Zero results" SERP 41:30 General discussion about what story is the top story of the year 48:00 Is the Cambridge Analytica story or is the new audience network story having the biggest impact? 49:00 What common subject brings all the stories together? 50:00 What is the biggest impact that mobile-first indexing is having on marketers? 50:30 What kind of actionable takeaway can marketers apply from the zero-listing search result? 51:10 What can marketers learn from the Cambridge Analytics story? 51:45 What’s one lesson that marketers can learn from Purna’s “new audience network” story About this episode's guests Larry Kim, the CEO of MobileMonkey, Inc. – a Facebook Messenger Marketing Platform for marketers at companies of all sizes, helping users create powerful chatbots without coding. Aleyda Solis, an International SEO Consultant and founder of Orainti -a highly specialized, boutique SEO consultancy-, blogger (Search Engine Land, Search Engine Journal), speaker (with more than 100 conferences in 20 countries in English and Spanish). Purna Virji, named by Adweek on their 2018 Young Influentials List, Purna specializes in digital marketing, AI, and the future of search. In 2016, she was named by PPC Hero as the #1 Most Influential Expert in the world. Barry Schwartz, Editor of Search Engine Roundtable, News Editor at Search Engine Land and Speaker at Search Engine Strategies & WebmasterWorld Pub Conferences.

This is an announcement of "Digital Marketing in 2019", a new livestream series that will be happening during the month of December 2018. Listen for full details! The whole livestream event will be available for you to watch online for free – you can get the full details via the Facebook Messenger app. To watch live, just go to the DigitalMarketingRadio.com home page and follow the steps from there. It would be great to see you as part of the live audience! So what exactly is “Digital Marketing in 2019”? You may remember me having over 100 digital marketers on a livestream a couple of years ago. This time I’m partnered with 5 marketing software and training companies to deliver the livestream – namely Hubspot Academy, Buzzsumo, SEMrush, MobileMonkey and AVADO. There’s going to be 5 parts to this livestream series, each delivered on separate days from the 3rd to the 7th of December. 120 of the world’s leading digital marketers are taking part – including  - to read some of the list… Larry Kim, Aleyda Solis, Joel Comm, Purna Virji, Marcus Sheridan, Amy Landino, Andrew and Pete, Andrea Vahl, Mike King and Rebekah Radice - all sharing sharing their number 1, actionable digital marketing tip for 2019. However, to be honest with you I feel bad about just mentioning a few names! There are so many knowledgeable digital marketers that are going to take part, you do not want to miss a minute of it! Check out the intro video and get the details via Facebook Messenger over at DigitalMarketingRadio.com. I really hope that you can watch at least one of livestreams - it’s going to be phenomenal!

In this episode we're largely talking about how AI is changing paid search advertising. Initially we touch on a couple of news stories: - 2:00 How Amazon advertising is on the increase - 6:25 Google Ads have launched a new click-to-message feature. Main section: - 11:54 How AI is changing paid search advertising About this episode's guests: Purna Virji is a Keynote Speaker and was ranked by PPC Hero in 2016 as the #1 Most Influential PPC expert in the world. Senior Manager of Global Engagement at Microsoft. Columnist for Search Engine Land and Moz. International keynote speaker at conferences such as The Next Web, AdWeek, and INBOUND. Matthew Macchia is the CEO of AdFury, a company focused on simplifying the dazzlingly complex world of Pay-Per-Click Marketing. The pay-per-click world continues to struggle to compete in an arena where the cards are stacked against them. AdFury is a way to level the playing field and give your business a competitive advantage in your online marketing.

As Microsoft's Senior Manager of Global Engagement, Purna Virji travels the world explaining the present day practical uses of some of the world's most advanced technology. A former award-winning journalist, theatrical stage manager, and communications specialist, Purna is adept at engaging audiences. Now with her vantage points on things like artificial intelligence, natural language processing, ad tech, chat bots, and Microsoft's suite of technological capabilities, Purna brings brands and businesses into the future through conversation and ideation. In this episode, recorded live at INBOUND, Purna breaks down our psychological connections to technology, tricks she uses to keep audiences engaged, and her personal passions about her work.

Purna Virji is the Senior Manager, Global engagement at Microsoft and was a speaker at the Search Leeds conference 2018. Her presentation was titled Intelligent search and intelligent assistants: Exploring the AI-era of search and she generally spoke about how Bing and Google are using AI in search, and how SEOs and website owners can use Artificial Intelligence in search marketing. There was an interesting view on voice search that you don't really hear all the time. If you would like to see the whole presentation, here are the slides: SearchLeeds 2018 - Purna Virji - Microsoft - Intelligent search and intelligent assistants: Exploring the AI-era of search from Branded3 Here is the full video of the Search Leeds presentation.

We’re moving into brave new world where conversation is the new interface. Designed correctly, chatbots and voice apps can engage and delight customers. Poor user experiences on the other hand can alienate customers in droves. What are the secrets to creating effective conversational experiences? Attend this research-based session to find out. Full video: https://youtu.be/nCH8b1pUyG4 All about TNW Conference: https://tnw.to/conference

Curious about the ins & outs of voice search? Purna Virji of Microsoft joins Hayley Sherman on MozPod to share her insights. Purna discusses how & why we are using voice search, how it differs from the more standard text input search, & what's next on the horizon. She also breaks down the difference between three "avenues" of voice search: traditional, digital assistants, & chatbots. Purna's blog posts can be found here: http://bit.ly/MozPod39-blog; http://bit.ly/MozPod39-chatbots. She mentions a few other resources during the conversation: https://bit.ly/2wE8Op1 ; https://gtnr.it/2z428RS; Dr. Pete: bit.ly/MozPod30

It is predicted that by 2020, 50% of searches will be done by voice. What will that mean for the future of SEO? And more importantly, what will that mean for your business...

Episode 23 of the 3Q Digital Download podcast is here! In this episode, host Joe Kerschbaum chats with Purna Virji, Senior Manager of Global Engagement at Microsoft, about audience segmentation strategies on Bing. Listen to the newest episode to hear their takes on: Making sure your ads aren’t just noise or annoyances How to find an prioritize potential audience segments How do you make sure you’re not over-segmenting? What Bing features you’re not using, but you should be And more!   Subscribe to the 3Q Digital Download Podcast via iTunes, Stitcher, or wherever you listen! Intro/Outro Music Credit: Jazzy French via Bensound.com

Join Chris and Matt for a great Thanksgiving discussion on useful AdWords and Bing Ads tips from six paid search experts. This episode features awesome content from Purna Virji, Samantha Noble, Brad Geddes, Frederick Vallaeys, and David Szetela.Source: https://www.searchenginejournal.com/ppc-secrets/224339/#closePresented by BestSEOPodcast.com (The Unknown Secrets of Internet Marketing Podcast)Having first aired in 2009, with 3.6 million downloads in 100+ counties, “SEO Podcast, Unknown Secrets of Internet Marketing” has become one of the longest running and most authoritative podcasts for staying ahead of the perpetually changing digital marketing landscape.Great for marketers, business owners and agencies from the novice to experienced in using the internet to market and grow a brand!You can also watch this podcast episode here: http://bit.ly/37Jij6s

Join Chris and Matt for a great Thanksgiving discussion on "6 AdWords & Bing Ads Secrets Every PPC Marketer Should Know" by Lisa Raehsler at Search Engine Journal. This article features awesome content from Purna Virji, Samantha Noble, Brad Geddes, Frederick Vallaeys, and David Szetela. Having 1st aired in 2009, with over 3.6 million downloads in 100+ counties, “SEO Podcast, Unknown Secrets of Internet Marketing” has become one of the longest running and most authoritative podcasts for staying ahead of the perpetually changing digital marketing landscape. For those new to the podcast, choose a past topic among the vast library of almost 500 episodes of all topics related to internet marketing: SEO, PPC, Email Automation, social media marketing and more.. Great for marketers, business owners and agencies from the novice to experienced in using the internet to market and grow a brand! www.bestseopodcast.com

This week on The PPC Show, Purna Virji, Senior Training Manager at Microsoft, shares how advertisers can capture conversions in a landing page-less world. Three big highlights from this week's show. Tune in to hear how: 1) Chatbots are becoming the new app and how we can use them on our websites. Gartner is predicting that by 2020, 85% of our relationships with a company will be managed without human communication. 2) Digital personal assistants are becoming the new browser and what does that mean for advertisers? 3) AI is really the brains behind it all and how we can better use it to understand our audiences. AI is so good at being human, so of course it makes sense that it can help with these landing page-less conversions, right? From anywhere, like interactive ads, or like personal shopping. --- Send in a voice message: https://anchor.fm/the-ppc-show-podcast/message

Microsoft Senior Training Manager Purna Virji sat down with SEJ Executive Editor Kelsey Jones to talk about voice search and AI for content marketing.The post Using Voice Search & AI for Content Marketing: An Interview With Purna Virji appeared first on Search Engine Journal.

The #1 Most Influential PPC expert in the world ranked by PPC Hero will be live to share her paid advertising knowledge with you. Need I say more? That’s right Purna Virji, Senior Bing Ads PPC Training Manager at Microsoft will be on Search Talk Live with hosts Robert O’Haver and Caleb McElveen to talk the latest in paid advertising strategies. Purna’s expertise covers a long list of areas including PPC, Voice Search, Direct Response Marketing and much more. She shares her knowledge through several speaking opportunities, as well as being a contributor to one of the industry's top publications, Search Engine Watch.

The #1 Most Influential PPC expert in the world ranked by PPC Hero will be live to share her paid advertising knowledge with you. Need I say more?That’s right Purna Virji, Senior Bing Ads PPC Training Manager at Microsoft will be on Search Talk Live with hosts Robert O’Haver and Caleb McElveen to talk the latest in paid advertising strategies.Purna’s expertise covers a long list of areas including PPC, Voice Search, Direct Response Marketing and much more. She shares her knowledge through several speaking opportunities, as well as being a contributor to one of the industry's top publications, Search Engine Watch.

PPC Pro and Cons: Comparing Working for an Agency  as opposed to working InHouse as David weighs those working environment options with Purna Virji, the Director of Communications at Petplan.

PPC Pro and Cons: Comparing Working for an Agency  as opposed to working InHouse as David weighs those working environment options with Purna Virji, the Director of Communications at Petplan.

Managing Paid Search Accounts In-House to maintain project management and a strong client-consultant relationship as Brad speaks with in-house SEO/PPC/PR/Social professional, Purna Virji,the Online Marketing Manager for Stroll.