5 Ingredients to Master the Perfect Content Marketing Recipe #DSMPLS

Creating content day in and day out is exhausting. Constantly coming up with creative ideas and pushing yourself to come up with things you’ve never thought of is incredibly hard. But luckily, TopRank Marketing’s Executive Content Chef, Ashley Zeckman, was in the kitchen to help us cook up strategies for content creation at Digital Summit Minneapolis.

To help set the stage for her session, Ashley asked: who is fried on content marketing? To no one’s surprise, nearly every marketer in the room raised their hands.

As Ashley shared, there are four reasons why content creation and strategy fries our brains:

  • Consumers are overloaded
  • Audiences are becoming more sophisticated and demanding
  • Teams aren’t strategic with their content
  • Brands can’t keep up with demand

But even when faced with this problem, content teams still focus too much on brand over audience, care about quality over quantity, and are scared to take risks and fail.

So how can brands and marketing teams rise to the challenge and create and distribute content that is different than anything else out there? Ashley provides three preparations tips and five content ingredients that will help you do just that.

Prepping the Content Kitchen

1. Know Your Audience

Before you create content, you need to discover as much as you possibly can about your audience. You need to know what you’re cooking with! Find out who influences them, what they like to read, where they like to read it, and what type of pieces their reading. Are they reading infographics or eBooks? What captures their attention?

To help you discover some of this information, Ashley swears by the tool Answer the Public to find out what readers want to know and how they search for it.

2. Define Your Content Mission

Before embarking on any life-changing content missions, you need to document your content strategy and goals. Don’t just talk about it–write it down! This includes defining your audience, the message you want to deliver to that audience, and the intended outcome for your audience.

3. Commit to Content Impact

Here, Ashley reminds us that content engagement levels, on average, are super low at only 37 seconds per blog post or article (NewsCred Insights). She points out that if you’re audience isn’t engaged, they don’t care, so stop creating content that your audience may or may not read. Instead, create valuable pieces that will have an impact.

Baking the Perfect Content Dish

1. Influencer-Driven Content

“Today’s consumers don’t trust brands, they want to hear from experts they know and trust.”

Creating influencer content helps you establish trust with your audiences, scale your content to greater heights, and reach new audiences by tapping the right person at the right time. Plus, pairing content with influencer marketing is a great combination, as 80% of marketers rate content marketing as the most impacted by influencer marketing (TopRank Marketing, Traackr, and Altimeter Group).

To drive the point home, Ashley shared how a client eBook with an influencer-written forward directly generated $1.5 million in new revenue alone.

2. Video

People spend so much time on their mobile devices, video is a great way to halt scrolling thumbs and grab attention. Video formats also enable marketers and brands to tell more emotional, thought provoking stories, increasing the amount of time people spend with your content.

  • ? of all online activity is spent watching video (Wordstream)

When applied in the real-world, a short video created to amplify one client campaign, drove a 2,000% increase in views.

Ashley doesn’t want you to be intimidated by video, though. It might be hard without a full team, but as long as you have solid content behind your video you can at the very least create a compelling film on your iPhone.

3. Surveys & Research

According to Ashley, surveys and research help you to discover audience needs you didn’t know existed, build authority on a specific topic, and uncover new marketing opportunities.

The best way to conduct your research? Email. Forty-two percent is the average survey response rate in emails (FluidSurveys).

With one industry survey on influencer marketing, TopRank Marketing had a 30% conversion rate, over 2,000 research report downloads, and generated over 1,000 new contacts.

4. Content Repurposing

“Of the content ingredients in your pantry, this is the lowest hanging fruit.”

With repurposed content, Ashley believes you can tailor, diversify, and reduce the production time of your content in one fell swoop. Working off of a top performing piece of content, you can segment it for different verticals and create a series of posts that will be put in front of more people. Content repurposing isn’t new, 29% of leading marketers systematically repurpose content (Curata).

In her session, Ashley shared how one series of interviews turned into five different posts. The best part? The repurposed content generated 1,000 additional social shares alone.

5. Interactive Content

“With interactive content, audiences become a part of your content. Your message becomes sticky because they’re doing something.”

If you’re doing something, not just absorbing it, you’ll remember it more. That’s the premise Ashley shared behind interactive content. And it cannot be ignored because interactive content receives twice the amount of conversions than static content (Kapost). Ashley recommends all marketers test interactive content based on that stat alone.

What results has Ashley seen from interactive content? An interactive quiz created with SnapApp, had a 30% completion rate and even had readers asking for more.

Start Cooking Awesome Results at Your Organization

Before giving us free reign in the kitchen, Ashley asked the most important questions of the day. What would it cost for you to be more creative in your marketing? And, more importantly, what would it cost your organization if you don’t?

Sound off in the comments below on how creative content could make an impact on your audiences and your business.

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How to optimize your content for Q&As

Google is perpetually improving its understanding of natural language. Google Featured Snippets and the rise of voice search optimization has made optimizing your content for question based queries more important than ever.

You may have seen these Featured Snippets pop up in position zero after asking or typing a question in Google’s search bar. The benefit of earning a snippet is now clear to businesses and brands. In fact, Google Featured Snippets have an estimated worth of $3 million dollars, according to snippet research presented by Rob Bucci.

We all know what a snippet is…

How do you get a snippet for your site, product, service, or blog content?

The quick answer: Optimize your content for Q&A’s. However, there are no guarantees – even Google noted that there is no simple way to mark a page for a Featured Snippet:

Google’s Featured Snippet support page explains that, “What’s different with a featured snippet is that it is enhanced to draw user attention on the results page. When we recognize that a query asks a question, we programmatically detect pages that answer the user’s question, and display a top result as a featured snippet in the search results.”

People are searching with more LSI question-based queries to find exactly what they want answers for. Knowing where to find the questions your target audience is asking, and how to answer those questions to help Google choose your content for position zero, is essential.

Let’s take a deeper look into the “HOW” behind Q&A content optimization for your next Featured Snippet.

1. Use Google to Your Advantage

Finding the questions searchers want answers for is simpler than you may think. In fact, Google will often provide a nice selection of alternatives when you search a query you think your target audience might use.

Remember this snippet from above? Sometimes, but not always, Google will display a list of “People will also ask” questions for you to draw from.

This is an excellent starting point for your question-based query research. As you click on each of these results, new questions may appear, until Google runs out of that cluster of related question data.

Another way you can use Google to help find appropriate questions around is to look at the LSI keywords at the bottom of SERPs.

You can usually find one or more question queries to investigate there. For instance, clicking on “what is seo and how it works.”

This will return another SERP Google Featured Snippet with even more question based queries.

This takes you even further down the Featured Snippet rabbit hole, allowing you to build a healthy list to use as a foundation for creating ‘snippable‘ content.

But Google isn’t your only resource . . .

2. Use Other Tools and Platforms

Google is not the only place to find Q&As to optimize content around. There are a few other useful sites and platforms that will assist you in building your question based query list.


Quora is all about asking and answering questions. You can use this online platform to see what people really want answer for in your niche. It is also extremely easy to use.

First, type in your niche in the search bar . . .

This will take you to your niche’s board.

You will see the number of people following the topic and have more options listed for you to browse questions your target audience may be asking. You can also simply scroll down and get an idea of the latest questions being asked.

Create a database of potential questions on Quora that you can answer on your own website.


Another useful online platform for finding questions for Q&A content optimization is BloomBerry.

You can use this tool to find questions in your niche, questions people are asking about products that may be similar to yours, as well as questions people are asking about your competitors.

Now that you have a few online spaces to find the questions your audience wants answers for, it is time to begin optimizing your Q&A content marketing initiative.

3. Optimize Content Around Popular Question Words

For obvious reasons, you want to begin your content using the question you aim to answer. This tells Google that you are indeed offering up an exceptional answer that is worth a Featured Snippet.

The How, What, Where, When, Who, and Why words need to be in your heading tags. Why? Google likes snippable content easy and concise.

If you are wondering which question keywords you should focus on, those question based queries beginning with “How” and “What” have the highest search volumes.

4. Optimize Content with a FAQ Page

You may have content optimized for Google Featured Snippets, but you simply aren’t getting the position zero results you hoped for. One way you can improve your chances is to improve search with a FAQ page.

Chances are, you are answering key questions your audience wants answers for. By creating a FAQ page with these timely questions can add value to your overall user experience, as well as maximize position zero chances.

Round up the articles that answer question based queries and create a FAQ landing page with outbound links to each of those articles.

Google can also draw snippable content from your FAQ page like this example from Stanford University . . .

And its corresponding Google Featured Snippet . . .

5. Snippable On-Page Optimization

If you still haven’t started your snippet campaign quite yet, there are a few important on-page optimization techniques you can easily employ to boost your position zero success.

Heading Tags

When developing your content for a Featured Snippet, begin with headings. Your Question based query should be in an h1 or h2 tag.

Paragraph Tags

Next is your body text under the question based query heading. This text should be in a paragraph (

) tag.

Word Count

Research on Google Featured Snippets has found a correlation between word count and position zero. An analysis by SEMrush found that 40 to 50 words is the sweet spot for snippets.

Try Different Formats

Google Featured Snippets come in a variety of formats. There is the traditional paragraph snippet, as well as bulleted snippets, table snippets, numbered snippets, “steps” and “rules” snippets, and even charts and graphs.

Charts and graphs

In the chart above, Brilliance created a simple diamond size chart to show the difference between MM size and Carat weight, which Google picked up the first few rows.

Numbered format

In the example above, Yoas has a number list with simple, short items, and people can click on “More items” to view the rest.

You get the idea. Paragraph snippets are often the easiest, but if you have a great step-by-step article you would like to optimize for Q&A content, give it a try.

Are You Ready to Optimize for Position Zero?

Intelligent marketers will start creating a Q&A optimization strategy, given the trend towards natural language processing, voice search, and Google’s quest to bring the world’s knowledge to people’s fingers right from the search results page.

By earning the snippet, you are giving people the information they want right away, which results in them clicking through to learn more and gaining trust over your information. It’s a powerful strategy that all marketers should be bringing into their mix.

Source:: searchenginewatch.com

12 Must-See Speakers at Digital Marketing Summit Minneapolis #DSMPLS

As marketers, our jobs require that we prioritize ongoing education and learning in order to remain relevant and competitive. Fortunately for us, there are a plethora of ways to gain this knowledge.

One of the most effective (and my personal favorite) ways to keep learning is to attend industry conferences. Not only do these events provide a ton of information, but they also allow you to surround yourself with other like-minded marketers that you can connect with and learn from.

Not everyone can attend multiple conferences throughout the year so it’s essential to make those that you do go to, count. I know from experience that it can be incredibly overwhelming to decide which sessions to attend So don’t get caught working out your itinerary between sessions, because you may kick yourself later for missing something important.

Today kicks off the two day Digital Marketing Summit in Minneapolis. To help you get the most of this great event, below are some of my recommendations for must-see sessions for each day.

Digital Marketing Summit: Monday August 14th, 2017

Seth Godin

Best Selling Author

Opening Keynote

If you haven’t seen Seth Godin speak before (or even if you have), you’re in for a big treat. Seth is the author of 17 bestselling books and an authority on marketing, the post-industrial revolution leadership and so much more. While his keynote topic is a surprise, it is sure to be a session you can’t afford to miss.

Mina Seetharaman

SVP, Global Managing Director, Marketing Solutions – The Economist

Thought Leadership Disrupted

Brands large and small are competing to become the authority on topics related to their industry. But instead of focusing on thought leadership solely, marketers have an opportunity to reframe their approach to become thought partners. Mina’s session will help attendees uncover:

  • What content works best for B2B
  • How to become the go-to source of content for stakeholders
  • Ways to reach your target audience through distribution, format and content cadence

Cliff Seal

UX Lead – Salesforce Pardot

Death to Boring B2B Marketing: Driving Innovation with Design Thinking

B2B marketers have a huge opportunity to crush perception that B2B stands for Boring to Boring. Cliff’s session will focus on breathing new life into your B2B marketing with creativity, experimentation, collaboration and refining goals to be more trackable and attainable.

Grad Conn

GM, B2B Marketing – Microsoft

Superhero Selling: Reaching and Engaging the People That Count

Too often, marketing teams struggle to figure out exactly how to reach their target audience. Or worse yet, aren’t exactly sure who that audience is or what they care about. In his session, Grad will take a dive into helping you expand your connections so that you can reach the right people, ways to develop a customer-centric experience that will resonate with your buyers and the impact of collaborative technology systems.

Gabe Tartaglia

VP of Sales – Pandora

Engaging in a Connected World with the Power of Audio

Not only are we now concerned with the multiple screens that our audience uses, but we also have to think about the screen-less world. Audiences are now spending more time, and often more engaged when listening to audio such as podcasts, interviews and more. This session will uncover the power of audio as a way to make meaningful connections with consumers.

Ashley Zeckman

Director of Agency Marketing – TopRank Marketing

Mastering the Perfect Content Recipe: 5 Key Ingredients for Insanely Effective Content Marketing

What kind of marketer would I be if I didn’t recommend that you attend my session?!? As the content landscape becomes increasingly competitive, it has become even more essential that marketers get creative and focus on content impact versus quantity. This session will walk you through five content tactics to take your marketing from drab to delicious.

Digital Marketing Summit: Tuesday August 15th, 2017

McLean Donnelly

Vice President of User Experience – Shutterstock

Design & Business: A New Model of Product Strategy

Great Design and UX have become increasingly important as consumers needs and sophisticated evolves. Unfortunately, design teams are often left in the dark about larger business strategies and product management. This McLean’s session will help to solve some of these issues by presenting frameworks for design team management and actionable methods to deliver Human Centered Design.

Ryan Phelan

VP, Marketing Insights – Adestra

First Person Marketing: Using Data to Drive Higher Email Results

Targeted email is effective, email blasts, not so much. Break free of outdated and spammy email tactics by attending Ryan’s session where you’ll learn how email marketing has evolved, what you can do to stay up with customer needs and ways to use data to your advantage.

Lisa Marcyes

Sr. Social Media marketing Manager – Marketo

5 Biggest Mistakes Social Media Marketers Make and How to Avoid Them

A small whoops, can mean big impact on the social web. No matter how quickly you delete a post or comment, you can bet someone has already taken a screenshot. To avoid making further and larger mistakes, Lisa will walk attendees through a data-centric approach that can accurately measure social ROI, how an audience analysis can ensure your efforts are effective and how to incorporate channel specific tactics to drive reach and engagement.

Ann Handley

Chief Content Officer – MarketingProfs

Lunch Keynote – Good Content Vs. Good Enough Content: A Fight for Sore Eyes

Need advice on how to create great content? You’re in luck that the Queen of Content herself, Ann Handley will be sharing insights on how to tell bolder stories and create better content that is ridiculously engaging and irresistible to your audience.

Carlos Gil

Head of Global Social Media – BMC Software

Snapchat Strategies for Marketing Your Business

What’s up Snapchat fam? Join Snapchat master, Carlos Gil for insights into how to reach a younger audience with digital marketing. This session will provide advanced strategies for dominating Snapchat by developing integrated content strategies, working with influencers and effectively measuring the ROI of your Snapchat efforts.

Lee Odden

CEO – TopRank Marketing

Closing Keynote – Supercharge Your Content with Influencer Marketing

How can you stand out in a sea of content when consumers are unengaged? One way is to harness the power of influencers to supercharge your marketing efforts. In his closing keynote, Lee will provide a framework, best practices, tools and examples for effectively integrating influencers into your content marketing.

Join us on Monday Night for Happy Hour!

After the end of the conference on Monday August 14, TopRank Marketing will be hosting a fun happy hour starting at 6:30pm exclusively for Digital Marketing Summit attendees. It will be a great chance to unwind and network.

Check out the details here and sign up for your free ticket!

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Source:: toprankblog.com

7 things to consider when choosing an ecommerce platform

Ecommerce has been growing steadily in popularity for the last 10 years. Online sales jumped up nearly 15% last year across the board, and they’re predicted to only increase in the future. If you’re starting a business and selling products and/or services, an ecommerce site is crucial in order to capitalize on this explosive online sales growth.

While you could hire a web developer to get your business started, those costs can inhibit your ability to grow rapidly. Opting for an already-developed ecommerce platform saves you time as well as money.

The double-edged sword, however, is that there are tons of options available to you—how do you know you’re choosing the right one? This article outlines some things you’ll need to consider when you’re looking for the best ecommerce platform for your business.

1. Pricing and Payment

The first thing you should consider when searching for an ecommerce platform is the price. Whether you’re a small business just getting started or an already established brick & mortar business moving online, you need to know exactly what you’ll be paying.

Almost all platforms will have a monthly fee. Depending on the type of platform you get (self-hosted vs. hosted) the costs may vary. You should also consider the processing fees that will be associated with the platform. Don’t sacrifice the things you’ll definitely need for a cheaper price. Try to weigh the pros and cons of each to get the best for your budget. Below is a great chart of just a few of the top platforms from Ecommerce-Platforms:

You should also consider how your customers will be paying. Some platforms don’t offer the ability to pay via third party vendors (such as PayPal). This could end up being a huge inconvenience for your customers – a frustration which can lead to shopping cart abandonment. Don’t take this risk; decide which forms of payment you’ll accept first and remember this when you’re looking at the different software.

2. Integrations

Another factor you should consider when looking at ecommerce platforms is their integrations and plugins. Most platforms, such as Shopify, will have plenty of tools for you to run your business. Your business needs will be a determining factor when deciding on the plugins that will work best for you. When looking at the different platforms, think of what tools you’ll need or already use for your business. Here are some of the most popular types of plugins that you should look out for:

  • Accounting plugins to help with sales, taxes, revenues, and profits
  • Email marketing tools to help you keep in contact with your customers
  • A platform that helps you reward your customers for using your products
  • Apps to help with shipping your products

3. SEO Friendliness

Ecommerce businesses are not exempt from working on their SEO. In fact, it can be highly beneficial to have your store rank high in search results. You want your customers to find you when they’re searching for products like yours.

Some of the most important factors when looking for an SEO friendly platform include:

  • The ability to add a blog to your website
  • The ability to use your own domain name
  • The ability for customers to leave reviews

You can learn more about SEO for an ecommerce website here.

4. Mobile Friendliness

Did you know nearly 60% of searches are done from mobile devices? Often those searches continue on to a purchase from a mobile device. This means its important to look for platforms that allow customers to easily access your website as well as make a purchase on their mobile device. Below is a great example from Shopify:

5. Customer Service

A key aspect of any business is its customer service. As the experience provided by traditional brick-and-mortar businesses is based in a physical store, they typically have more control over how smoothly their business runs.

Ecommerce is a whole different ballgame; software outages and server downtimes are often out of your control, and will prevent any of your customers from accessing your business. Odds are that at one point your servers will crash at the worst possible moment. This can affect both your revenue and your brand image.

Having someone to call at any time to help you get things up and running again is a huge factor when you’re looking at ecommerce platforms. Take a look at each platform’s customer service—are they available 24/7? How are you able to reach them? How many levels of support are offered, and what does each cost? Think about these questions and make sure you ask them before you decide on your platform.

6. Security

No one want to enter their credit card information on a sketchy website, which is why security is becoming one of the biggest concerns among consumers. While most software today will have robust security as standard, always check to make sure your platform supports HTTPS/SSL for a safe and secure checkout for your customers.

Also, make sure that any platform you choose is PCI (Payment Card Industry) compliant. BigCommerce explains more here, and below is a screenshot that gives you a taste of what it takes to become compliant:

7. Scalability

All business owners hope their business will grow in the future, but you may not know to what extent. Nonetheless, it’s important to look for a platform that will scale along with your business.

You don’t want to pay for features and storage that you’re not using when you first start out. You also want to keep up with higher demands as your business takes off. Choose a platform that you can scale to your business size and that won’t charge you outrageous fees for doing so.

The Takeaway

Starting any new business is challenging, but moving away from the traditional store front to an online version can be a little daunting—especially with so many options for you to start with—which is why choosing an ecommerce platform is so difficult for many business owners. Figuring out what your store will need as you grow and keeping up with trends is a challenge, but it is well worth it in the end to create processes that work and will scale with your business. Knowing what to look for ahead of time makes choosing a platform an easier process and can help you find success!

What features do you look for in ecommerce software? Let us know your thoughts in the comment section below.

Amanda DiSilvestro is a writer for HigherVisibility, a full service SEO agency, and a contributor to SEW. You can connect with Amanda at AmandaDiSilvestro.com.

Source:: searchenginewatch.com

Digital Marketing News: VR is Growing, AI is Watching & 3 Billion are on Social Media

Global Social Media User Base Reaches 3 Billion
A new report compiled by HootSuite and We Are Social found that the total number of social media users has now exceeded 3 billion, accounting for about 40 percent of the global population. Truly an incredible number, and one that speaks to the contemporary ubiquity of these networks. Mashable

AI is Analyzing You on Social Media for Marketing Research
With so many people using social media, there are no shortage of habits and behaviors to monitor and aggregate. AI marketing solutions company Ayzenberg is using machine-learning algorithms to analyze social speech and create actionable data for segmenting and profiling customers. The Next Web

AR and VR Revenue Projected at $215 Billion by 2021
Although everyone is still trying to figure out the best ways to utilize augmented and virtual reality, there is no question these technologies are gaining serious traction. The latest forecast from IDC suggests that spending on AR and VR products and services will reach $11 billion this year, with revenues expected to surpass $215 billion by 2021. As Jamiroquai once told us: the future’s made of virtual insanity. Media Post

Snapchat Takes a Page from Facebook Ads‘ Power Editor
Hoping to make itself a more attractive destination for advertisers, Snapchat is beefing up its Ads Manager functionality with a new “Advanced Mode” that brings in new targeting, testing, and tweaking features. We’ll see if it helps turn around the company’s sluggish stock performance. TechCrunch

LinkedIn Expands Marketing Program, with Eye on Targeting, Measurement
In efforts to help marketers better measure and increase ROI, LinkedIn is expanding and diversifying its Marketing Partners Program, which originally launched three years ago. The program helps business users connect with LinkedIn-approved third-party technology partners. The three new categories added are marketing analytics, audience management, and media buying. Newly introduced partners include HootSuite and Marketo. Marketing Dive

People Take More Time to Read Emails on Mobile Than Desktop
It probably doesn’t shock you that more people now read emails on their mobile devices than desktop. But this nugget may come as a surprise: recipients spend more time reading emails on mobile, and are more likely to go through the entire message instead of quickly exiting. This runs contrary to conventional thinking that smartphone users are apt to skim-and-skip emails. Marketers, take note. Marketing Charts

Brands Use Instagram Stories More Than Twice as Often as Snapchat
Snapchat is the most popular platform for taking a picture of yourself with a glittery unicorn filter, but its business utility remains dubious. This is evidenced by the fact that, per business intelligence firm L2, brands are using Instagram Stories far more often. “As Instagram becomes the mainstream choice for brand Stories, Snapchat risks being niche-ified,” L2 suggested in its report. AdWeek

Linqia Unveils ‘First‘ Platform for Predicting Influencer Engagement
More interesting news out of Silicon Valley: Linqia is releasing an updated version of its flagship platform, which the company is dubbing as the first to predictively analyze influencer performance. The company claims its tool will deliver better than 90 percent accuracy in forecasting influencer campaign engagement metrics. MarTech Today

40 Facts About How the Psychology of Color Can Boost Your Website Conversions [Infographic]
How can you boost website conversions? By changing up your color pallette, according to this infographic via the review site Skilled. Dig into the data for some intriguing insights on the psychology of color and how it affects decision-making. MarketingProfs

What were your top digital marketing news stories this week?

We’ll be back next week with more top digital marketing news! As always, if you need more in the meantime follow @toprank on Twitter or subscribe to the TopRank Marketing blog for daily insights to your inbox.

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Source:: toprankblog.com