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YouTube, the Perfect Medium for Authoritative Influencer Content



Ah YouTube, home to everything from shaky handed rock concert videos and funny kitten compilations to detailed explainer videos on how to stop that annoying leak in the washing machine.

While it is true that YouTube was initially designed with an emphasis on entertainment purposes in earlier years, its maturation has unleashed endless possibilities for B2C and B2B brands alike, almost like a reverse LinkedIn which now attempting to appeal to a broader non-business audience.

With its gradual maturation over the past decade, a shift has occurred within the overall influencer ecosystem. Traditional celebrity style aspirational influencers are still very much en vogue, when the need among brands is to pitch a product or service that has broad market appeal, but with an expanding overall pie we see the growth of expert, authoritative influencers.

What is authoritative influence?

Influencer marketing typically buckets influencers into three general areas: aspirational, authoritative, and peer.

Described briefly above, aspirational influencers are the most commonly thought of by those outside of the industry — these are the celebrities that sell us on what soft drink to imbibe, which car insurance to choose, or which phone carrier to pick. They are best suited for huge audiences where the buyer persona can be most anyone.

Peer influencers are your friends, your family, and your co-workers. They are the person that would sit next to you at industry conferences back when we could be within six feet of each other. Peer influence is highly trusted as a digital representation of what we used to refer to as word of mouth marketing. If a recommendation to see a movie comes from a friend with similar taste, the likelihood of you trusting that recommendation is high. Peer influence is used all throughout B2C and B2B industries; its limitation is primarily in audience size of the peers, which requires working with aggregate groups in many cases.

Finally, we have authoritative influencers. These are the recognized experts within narrowly defined industries. In the washing machine example from the introduction, an authoritative individual would be the mechanical genius explaining the art of machine repair to an all-thumbs novice consumer. However, the expertise is narrow — that same washing machine expert putting out material on ideal website architecture for SEO may fall flat. Brands hire authoritative influencers both for market trust as well as to help explain complicated concepts.

What type of content works best to convey authoritative influence?

When thinking of the type of content that would work best for experts, one needs to consider what is required for experts to prove themselves: time. It takes time and effort to explain difficult concepts, which means long format content is the preferred mechanism vs short bursts like a TikTok video or a singular image served up on Pinterest.

Source: (Artem Podrez)

The two best content formats therefore are long-format blog posts and videos. For the sake of argument, blogs are too decentralized to act as the primarily point of kick off on deep explainer content, but we’ll come back to them later. The kickoff should be a deep, deep explanation video.

Why YouTube?

If one is looking to release video on the Internet, YouTube is usually the default option. Not only is it so normalized as for pre-roll ads to not be problematic, it comes with a gigantic baked in audience.

Further, it is designed a bit differently from other video platforms in that one can expectedly collaborate with non-owned channels in an influencer arrangement. This makes it the perfect medium for discovering the appropriate experts by their existing channel content and working with them on an authoritative influencer basis.

How can brands make the most use of YouTube’s authoritative influencers?

There are, of course, multiple ways to initially find the appropriate authority for a brand’s needs, whether via an influencer platform, a content research tool, or browsing YouTube itself. This is the first step though, when it comes to identifying the specific influencers to work with.

Once an agreement is in place, the video content will almost certainly need to be planned out to take into account who the expected buyer persona is that’s being targeted and how the expert can appropriately convey the required ‘how to’ content in a way that speaks to that persona. If the right influencer channel is selected based on its existing audience, the fit should be readily apparent based on immediate engagement from within description links and corresponding search queries.

Amplify video content with bloggers.

After the right videos exist we can explore working on amplification and enrichment, which means incorporating bloggers which we alluded to earlier. From a SEO perspective, it’s a recognition that bloggers are worth a lot more than just their links as they can send high quality traffic in an exciting way.

For this, step one will be looking for a combination of reaction posts to the original video content, acting as a secondary influencer layer. Obviously this works well for SEO purposes in posts that link to the brand, but further by embedding the YouTube videos, engagement is driven back to the initial content push, helping it to rank in both YouTube and Google.

Finally, lead capture.

As an end stage of this concept, the highest quality videos that receive a bit more branding can be used on a brand’s landing page. This landing page should be used in the video description links and as a destination from the bloggers.

Examples like this branded video that we used on our own site can be embedded in an attempt to signal psychological sameness based on referral traffic coming in from YouTube, allowing enterprises to even utilize the deep explainer content for lead gen purposes. Swapping out landing page elements can be handled with just a little bit of JavaScript and can go a long way in helping to overcome lead conversion objectives simply on the basis of satisfying multiple consumer touchpoints (a blog post, a youtube video, and now recognition of referral on the landing page itself).

This simple YouTube strategy has become my personal favorite in these cases. If your product requires explanation, YouTube is perfect for that via authoritative influencers.

If it has the right appeal, aspirational influencers from YouTube can act as both a great broadcast channel and a way to establish expertise by proxy.


3 Smart Bidding Strategies To Help You Get the Most Out of Your Google Ads



3 Smart Bidding Strategies To Help You Get the Most Out of Your Google Ads

Now that we’ve officially settled into the new year, it’s important to reiterate that among the most effective ways to promote your business are Google Ads. Not only do Google Ads increase your brand visibility, but they also make it easier for you to sell your services and products while generating more traffic to your website.

The thing about Google Ads, though, is that setting up (and running) a Google Ads campaign isn’t easy – in fact, it’s pretty beginner-unfriendly and time-consuming. And yet, statistically speaking, no platform does what Google Ads can do when it comes to audience engagement and outreach. Therefore, it will be beneficial to learn about and adopt some smart bidding strategies that can help you get the most out of your Google Ads.

To that end, let’s check out a few different bidding strategies you can put behind your Google Ads campaigns, how these strategies can maximize the results of your Google Ads, and the biggest benefits of each strategy.

Smart bidding in Google Ads: what does it mean, anyway?

Before we cover the bidding strategies that can get the most out of your Google Ads, let’s define what smart bidding means. Basically, it lets Google Ads optimize your bids for you. That doesn’t mean that Google replaces you when you leverage smart bidding, but it does let you free up time otherwise spent on keeping track of the when, how, and how much when bidding on keywords.

The bidding market is simply too big – and changing too rapidly – for any one person to keep constant tabs on it. There are more than 5.5 billion searches that Google handles every day, and most of those searches are subject to behind-the-scenes auctions that determine which ads display based on certain searches, all in a particular order.

That’s where smart bidding strategies come in: they’re a type of automated bidding strategy to generate more conversions and bring in more money, increasing your profits and cash flow. Smart bidding is your way of letting Google Ads know what your goals are (a greater number of conversions, a goal cost per conversion, more revenue, or a better ROAS), after which Google checks what it’s got on file for your current conversion data and then applies that data to the signals it gets from its auctions.

Types of smart bidding strategies

Now that you know what smart bidding in Google Ads is and why it’s important, let’s cover the best smart bidding strategies you can use to your advantage.

Maximize your conversions

The goal of this strategy is pretty straightforward: maximize your conversions and get the most out of your budget’s allocation toward said conversions. Your conversions, be they a form submission, a customer transaction, or a simple phone call, are something valuable that you want to track and, of course, maximize.

The bottom line here is simply generating the greatest possible number of conversions for your budget. This strategy can potentially become costly, so remember to keep an eye on your cost-per-click and how well your spending is staying inside your budget.

If you want to be extra vigilant about keeping conversion costs in a comfy range, you can define a CPA goal for your maximize conversions strategy (assuming you’ve got this feature available).

Target cost per acquisition

The purpose behind this strategy is to meet or surpass your cost-per-acquisition objective that’s tied to your daily budget. When it comes to this strategy, it’s important to determine what your cost-per-acquisition goal is for the strategy you’re pursuing.

In most cases, your target cost per acquisition goal will be similar to the 30-day average you’ve set for your Google Ads campaign. Even if this isn’t going to be your end-all-be-all CPA goal, you’ll want to use this as a starting point.

You’ll have lots of success by simply leveraging target cost per acquisition on a campaign-by-campaign basis, but you can take this one step further by creating a single tCPA bid strategy that you share between every single one of your campaigns. This makes the most sense when running campaigns with identical CPA objectives. That’s because you’ll be engaging with a bidding strategy that’s fortified with a lot of aggregate data from which Google’s algorithm can draw, subsequently endowing all of your campaigns with some much-needed experience.

Maximize clicks

As its name implies, this strategy centers around ad optimization to gain as many clicks as possible based on your budget. We recommend using the maximize clicks strategy if you’re trying to drive more traffic to your website. The best part? Getting this strategy off the ground is about as easy as it gets.

All you need to do to get started with maximizing clicks is settle on a maximum cost-per-click that you then earmark. Once that’s done, you can decide how much money you want to shell out every time you pay for a bid. You don’t actually even need to specify an amount per bid since Google will modify your bids for you to maximize your clicks automatically.

Picture this: you’ve got a website you’re running and want to drive more traffic to it. You decide to set your maximum bid per click at $2.5. Google looks at your ad, adjusts it to $3, and automatically starts driving more clicks per ad (and more traffic to your site), all without ever going over the budget you set for your Google Ads campaign.


If you’ve been using manual bidding until now, you probably can’t help but admit that you spend way too much time wrangling with it. There are plenty of other things you’d rather be – and should be – spending your time on. Plus, bids change so quickly that trying to keep up with them manually isn’t even worth it anymore.

Thankfully, you’ve now got a better grasp on automated and smart bidding after having read through this article, and you’re aware of some important options you have when it comes to strategies for automated bidding. Now’s a good time to explore even more Google Ads bidding strategies and see which ones make the most sense when it comes to your unique and long-term business objectives. Settle on a strategy and then give it a whirl – you’ll only know whether a strategy is right for you after you’ve tested it time and time again. Good luck!

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Is Twitter Still a Thing for Content Marketers in 2023?



Is Twitter Still a Thing for Content Marketers in 2023?

The world survived the first three months of Elon Musk’s Twitter takeover.

But what are marketers doing now? Did your brand follow the shift Dennis Shiao made for his personal brand? As he recently shared, he switched his primary platform from Twitter to LinkedIn after the 2022 ownership change. (He still uses Twitter but posts less frequently.)

Are those brands that altered their strategy after the new ownership maintaining that plan? What impact do Twitter’s service changes (think Twitter Blue subscriptions) have?

We took those questions to the marketing community. No big surprise? Most still use Twitter. But from there, their responses vary from doing nothing to moving away from the platform.

Lowest points

At the beginning of the Elon era, more than 500 big-name advertisers stopped buying from the platform. Some (like Amazon and Apple) resumed their buys before the end of 2022. Brand accounts’ organic activity seems similar.

In November, Emplifi research found a 26% dip in organic posting behavior by U.S. and Canadian brands the week following a significant spike in the negative sentiment of an Elon tweet. But that drop in posting wasn’t a one-time thing.

Kyle Wong, chief strategy officer at Emplifi, shares a longer analysis of well-known fast-food brands. When comparing December 2021 to December 2022 activity, the brands posted 74% less, and December was the least active month of 2022.

Fast-food brands posted 74% less on @Twitter in December 2022 than they did in December 2021, according to @emplifi_io analysis via @AnnGynn @CMIContent. Click To Tweet

When Emplifi analyzed brand accounts across industries (2,330 from U.S. and Canada and 6,991 elsewhere in the world), their weekly Twitter activity also fell to low points in November and December. But by the end of the year, their activity was inching up.

“While the percentage of brands posting weekly is on the rise once again, the number is still lower than the consistent posting seen in earlier months,” Kyle says.

Quiet-quitting Twitter

Lacey Reichwald, marketing manager at Aha Media Group, says the company has been quiet-quitting Twitter for two months, simply monitoring and posting the occasional link. “It seems like the turmoil has settled down, but the overall impact of Twitter for brands has not recovered,” she says.

@ahamediagroup quietly quit @Twitter for two months and saw their follower count go up, says Lacey Reichwald via @AnnGynn @CMIContent. Click To Tweet

She points to their firm’s experience as a potential explanation. Though they haven’t been posting, their follower count has gone up, and many of those new follower accounts don’t seem relevant to their topic or botty. At the same time, Aha Media saw engagement and follows from active accounts in the customer segment drop.

Blue bonus

One change at Twitter has piqued some brands’ interest in the platform, says Dan Gray, CEO of Vendry, a platform for helping companies find agency partners to help them scale.

“Now that getting a blue checkmark is as easy as paying a monthly fee, brands are seeing this as an opportunity to build thought leadership quickly,” he says.

Though it remains to be seen if that strategy is viable in the long term, some companies, particularly those in the SaaS and tech space, are reallocating resources to energize their previously dormant accounts.

Automatic verification for @TwitterBlue subscribers led some brands to renew their interest in the platform, says Dan Gray of Vendry via @AnnGynn @CMIContent. Click To Tweet

These reenergized accounts also are seeing an increase in followers, though Dan says it’s difficult to tell if it’s an effect of the blue checkmark or their renewed emphasis on content. “Engagement is definitely up, and clients and agencies have both noted the algorithm seems to be favoring their content more,” he says.

New horizon

Faizan Fahim, marketing manager at Breeze, is focused on the future. They’re producing videos for small screens as part of their Twitter strategy. “We are guessing soon Elon Musk is going to turn Twitter into TikTok/YouTube to create more buzz,” he says. “We would get the first moving advantage in our niche.”

He’s not the only one who thinks video is Twitter’s next bet. Bradley Thompson, director of marketing at DigiHype Media and marketing professor at Conestoga College, thinks video content will be the next big thing. Until then, text remains king.

“The approach is the same, which is a focus on creating and sharing high-quality content relevant to the industry,” Bradley says. “Until Twitter comes out with drastically new features, then marketing and managing brands on Twitter will remain the same.

James Coulter, digital marketing director at Sole Strategies, says, “Twitter definitely still has a space in the game. The question is can they keep it, or will they be phased out in favor of a more reliable platform.”

Interestingly given the thoughts of Faizan and Bradley, James sees businesses turning to video as they limit their reliance on Twitter and diversify their social media platforms. They are now willing to invest in the resource-intensive format given the exploding popularity of TikTok, Instagram Reels, and other short-form video content.

“We’ve seen a really big push on getting vendors to help curate video content with the help of staff. Requesting so much media requires building a new (social media) infrastructure, but once the expectations and deliverables are in place, it quickly becomes engrained in the weekly workflow,” James says.

What now

“We are waiting to see what happens before making any strong decisions,” says Baruch Labunski, CEO at Rank Secure. But they aren’t sitting idly by. “We’ve moved a lot of our social media efforts to other platforms while some of these things iron themselves out.”

What is your brand doing with Twitter? Are you stepping up, stepping out, or standing still? I’d love to know. Please share in the comments.

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Cover image by Joseph Kalinowski/Content Marketing Institute

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45 Free Content Writing Tools to Love [for Writing, Editing & Content Creation]



45 Free Content Writing Tools to Love [for Writing, Editing & Content Creation]

Creating content isn’t always a walk in the park. (In fact, it can sometimes feel more like trying to swim against the current.)

While other parts of business and marketing are becoming increasingly automated, content creation is still a very manual job. (more…)

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