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http://ift.tt/2vlE0ry Despite the proven effectiveness of native advertising, it’s a concept that remains a little murky for many marketers. Copyblogger performed a study  on native advertising, asking people whether they knew what it was and how knowledgeable they were about it. Here are the results: Clearly, it’s still an ambiguous concept to many. Simply, native advertising is a tactic that blends promotional content with the rest of the content—native content—of a page. Here’s a good example: When compared to more traditional advertisements such as banner ads, native ads tend to be more effective: consumers interact  with native ads 20% to 60% more than they do with standard banner ads. That’s probably because they don’t stand out like a sore thumb. Furthermore, we’re seeing significant growth in the use of this strategy: In the US, the native ad market is expected to grow to $53 billion  by 2020. More and more marketers are catching on and seeing the potential o

http://ift.tt/2u4WJCo “Everything changes and nothing stands still.” In this quote, Heraclitus of Ephesus was referring to life and the fundamental order of the cosmos. But he might as well be referring to Google’s chronic algorithm updates, even if he was a few centuries early. See, Google makes roughly 500 – 600 changes  each year. Some are major, some are minor. Some are confirmed, some are unconfirmed. But Google is cranking them out left and right. Even on the low end of 500 changes each year, this means 1.36 changes occur every single day. Google is basically tweaking its algorithm all the time . Here’s a chart that highlights  some of the more serious changes of the past six years: Of course, only a fraction of algorithm changes create any real stir. Most of you don’t even know they happen. But this constant flux is enough to put a lot of marketers on edge. Even if you reach a top ranking position for a great keyword, there’s no guarantee you’ll stay there. A sin

http://ift.tt/2tDaetF Viral content is inherently unpredictable. You could have two similar pieces of content—with one receiving thousands upon thousands of shares and the other languishing in obscurity. In that regard, there’s no magic formula that will enable you to create viral content on command. It’s not like you can just flip a switch and get mass exposure. It doesn’t work like that. But there are several things you can do to increase the chances of your content going viral . That’s what I want to talk about in this post. More specifically, I’m going to explain how you can use social listening to your advantage. Social listening, defined as  “the process of monitoring digital conversations to understand what customers are saying about a brand and industry online,” is most commonly used for evaluating customer feedback and identifying their pain points. But I’ve also found it to be absolutely perfect for predicting what my audience is craving and what’s most likely to go