When it launched in 2014, Twitter Analytics marked a solid (if long overdue) move towards greater transparency and measurement abilities for all users. And since then, Twitter has continued to make upgrades to the tool, most recently by creating a standalone analytics app called Engage, and launching analytics for Twitter Moments.
Though users now have more insight into their Twitter account metrics, they might not be using them to their full potential.
They’ve poked around the Twitter Analytics homepage and figured out they can track impressions and metrics by promoted or organic activity … and that’s about it.
Here at HubSpot, we’ve told fellow marketers about the importance of creating compelling video content to engage your busy audience. And for the most part, video content lives on social media channels — like Facebook, Instagram, and YouTube.
But we wondered if video content had a place on our blog as well.
Marketers are prioritizing visual content, but many marketers don’t know how to start — and others worry that video will disrupt and replace written blog content altogether.
A few months ago, I took the stage at Digital Summit Dallas to talk about blog conversion rate optimization (CRO). The session right before mine was led by Unbounce Co-Founder Oli Gardner — a household name for those of us in the CRO industry. Needless to say, it was a tough act to follow.
Generate more traffic, more leads, more customers. That’s always been the purpose of marketing and sales.
But while the goal remains the same, the audience — and their preferences and behaviors — has not. People don’t want to just read content anymore. They want immersive video experiences. When it’s time to research a purchase or service a product, they don’t want to wait to talk to a rep on the phone. Instead, they’ll turn to an artificial intelligence-powered bot.
As marketers, capturing buyer attention is everything. Without it, we’re just throwing more content, emails, ads, and offers into the abyss. Yet, there has never been a harder time to earn buyer attention.
Thanks to advances in technology and the abundance of information on the internet, today’s buyers have a lot more knowledge and power. They can learn about our companies and products through many channels — online and offline.
Meanwhile, technology has made it much easier for marketers to create more content, push ads, and send emails, — and we’re doing it more, more and more.