Design systems and SEO: does it help or hinder SERP achievements?

30-second summary:

  • All the copy and strategic use of keywords in the world will not impress search engines if your web design is not fit for purpose
  • The design of your website or web app is linked intrinsically to user experience, which in turn impacts your Google quality score and SEO performance
  • Website design must drive users from A to B without any unnecessary steps in between – while retaining relevant copy that ties in with your SEO strategy
  • Review your website design when considering your SEO strategy KPIs – a drop in traffic may be due to a substandard or outdated layout
  • Do not neglect copy, as UX meta copy will improve your CTR on paid advertising. In turn, though, ensure that your website’s design system is strong enough to obtain a suitable quality score and keep your Google Ads spending within budget

In many respects, a website is the home of your business on the web. To this end, it’s perhaps fitting that creating a website is not unlike building a house. To achieve your intentions, you’ll need to establish solid foundations before commencing construction. When it comes to building a website from scratch, that means engineering your design systems and templates to maximize SEO potential.

Many businesses emphasize content and keywords in their SEO strategy, with design becoming an afterthought. To return to our housebuilding analogy, that’s like laying a solid roof upon unstable walls. There is no denying that superior copy is critical to enjoying a successful approach to SEO. Even the most gifted writer cannot overcome substandard web design and user experience, though.

What is a design system?

No website, no matter how well designed, will remain the same forever. Therefore, websites and web apps need to be regularly audited, refreshed, and even wholly redesigned. Such steps are the only way to retain your target audience’s interest and ensure that you remain one step ahead of Google’s ever-evolving SEO algorithms.

At the very least, a website redesign is necessary every three years. If you diagnose a plummet in traffic, it may become essential sooner than this. Take a deep breath, review your data, and ascertain what is to blame for your drop-in visitors. If you suspect that your web design is the issue, a wait-and-see approach will not yield results. Your traffic will continue to drop, and the longer you wait to resolve the problem, the more mountains you will need to overcome.

Now, as anybody that has ever built a website from scratch will know, the task requires two things in abundance – time and money. Both are precious commodities for a business, especially an SME.

Alas, all websites periodically need a little tinkering under the bonnet. If you have established a design system, this will be significantly less disruptive. Effective website design systems ensure that your tech team or design agency has a firm and reliable blueprint to work from, and everything is in its place. Essentially, any work on your website is editorial rather than creative. As a result, you’ll enjoy positive implications on labor intensiveness and expense alike.

Above all, design systems create a positive user experience. If you expect to have any measure of success with your SEO strategy, superior UX is non-negotiable. 21st Century consumers have more choice than ever before, and patience is in short supply. If your website design system does not meet users‘ needs quickly and efficiently, visitors will stay away – and Google will sit and take notice.

Do design systems influence SEO performance?

SEO and design systems initially appear to be opposites. Web designers focus on making a site look fabulous and providing accessible, fluid navigation. Copywriters ensure that the content meets a users‘ needs, convincing them to follow the steps laid out in web design. In reality, these two disciplines are entwined when it comes to maximizing SEO.

First thing’s first – if you redesign a website without factoring your SEO into the equation, disaster awaits. Forget to apply 301 redirects, and Google may wipe your entire SEO strategy overnight. If all else fails, at least take advantage of UX microcopy to create engaging, interactive 404 pages. Ensuring that a redesigned website can still find high-performing pages is the only way to maintain SEO and SERP progress, though.

In addition, consider the impact of design on your SEO. Consider how mobile-friendly your design system us, and what coding you use. Anything more complex than industry-standard CSS or HTML may capture the imagination of a first-time user but can be considered a novelty. It may be challenging for readers to understand how to navigate such a site, and you’ll struggle to optimize your content. These issues will have a knock-on effect on your page ranking.

What makes the ideal web design for SEO and SERPs?

As discussed, any business or individual must update their website from time to time. Even if your site is still pulling in traffic, there is no harm in making tweaks. It’s much easier to keep traffic flowing than to regain loyalty and interest from lapsed consumers.

When reviewing your website’s design templates, ensure that you consider the following to maximize the impact of your SEO strategy.

1. Clear brand messaging

First and foremost, ensure that your website design templates clearly and directly explain your brand values and mission. Imagine that every click on your site is from a first-time visitor. Do they know what you can offer and how you’ll do so? If you cannot convince a user that you’re worthy of their attention in less than 15 seconds, they’re likely to click away and be lost for good. Google will acknowledge this bounce rate and adjust your quality score accordingly

2. Investigating competitors

As we have mentioned previously, all websites need to undergo periodic renewal, including your competitors‘ online presence. Be sure to constantly check in on what your rivals are doing, especially those that seem to enjoy excellent SEO performance. Take your findings and build upon them, whether that’s taking a skyscraper approach to SEO copy or adjusting the layout and design of your site to meet the industry gold standard.

Before you embark on any kind of website redesign, factor all these matters into your thinking. If you create a website design system that meets all criteria, any future adjustments will be considerably more straightforward.

3. Understanding industry trends

As well as keeping an eye on your competitors, think about industry trends. While every consumer is unique, large groups can be relied upon to embrace a herd mentality. When building a design system, ensure that you can showcase any social awareness campaigns. Be ready to alter payment methods if a new financial platform takes the world by storm. Consider introducing one-click models to reach pages if these become popular. Few consumers will place their trust in a website that is deemed archaic and out of touch with contemporary tastes and expectations.

4. Be mobile-friendly

Website design packed with bells and whistles can look spectacular on a large HD screen. Consider how your site will perform when squeezed into a 5.5″ smartphone display, though. More and more people are eschewing desktop browsing for a portable alternative, which must factor into your design template. Failure to cater to the mobile market will place you firmly in Google’s bad books.

5. User experience

Arguably the most prominent concern of them all – you must ensure that your website design offers an enhanced UX for your visitors. Get people from A to B with a minimum of fuss. Do not be tempted to stuff your site with additional pages, creating more links in a chain to flex your copywriting muscles or cram in more advertising. Speed and simplicity will always win out.

6. Ease of adjustment

Is your website’s design system engineered in-house or through an external agency? It’s better to bring in outside help if you are not an expert in this field. If you do so, however, ensure that you understand how to make any changes yourself. Fast action may be required, and you will not want to be at the mercy of a third party’s availability.

7. Get meta

Meta text and tags will not directly influence your page ranking with Google, as they do not influence a quality score. Appropriate meta tags on images can help images be sourced by search engines, though, as well as enhancing UX for visually impaired visitors.

8. Gather first-party data

Another consideration when building a website design system for your SEO is the capturing of first-party data. In 2021, the real currency is information. By understanding your target audience and obtaining data that they willingly provide themselves, you tailor your offering to those likeliest to use it. Do not neglect opportunities to source this data for yourself – it will save time and money and ensure accuracy when building a customer profile.

9. Think like Google

Whether we like it or not, this is Google’s world, and we’re just living in it. Set up alerts and do whatever you can to stay one step ahead of any algorithm updates, whether major or minor. History is littered with horror stories of websites that lost four figures of revenue overnight due to traffic slumps following an algorithm update. While it’s impossible to predict what The Big G will get up to next, you can at least protect yourself by pre-empting changes.

10. Avoid intrusive advertising

For some websites, advertising is a necessary evil to maintain a revenue stream. Always consider the placement and style of advertising in your website design system. Static ads that fill a page or videos that slow down performance will infuriate users and lead to a high bounce rate. Google will also notice these issues and reduce your quality score accordingly. Slow loading speeds and an emphasis on advertising over quality content are both red flags.

11. Investigate ROI

Finally, think about how you will assess the success – or otherwise – of your SEO strategy. Is it time to update your choice of SEO tool? Think about the KPIs you measure regularly, and ensure your website design system supports such tools and plug-ins. There is little point in investing in SEO services if you are unaware of their performance.

Does copy influence SEO and SERPs more than design systems?

As discussed, a gold standard copy will not supersede poor website design. However, this does not mean that you ignore your copy needs in favor of focusing on aesthetics. Relevance and information are just as crucial to UX as rapid negotiation of a website. Never lose track of the importance of Google’s algorithms, either. If you fall foul of E-A-T expectations, it can be challenging to regain your standing.

So, to answer the question above, copy is not more important than website design – but it’s equally critical. A well-planned website will attract attention but great copy will retain it. Copy alone will not dictate a stellar Google quality score but can bolster conversions and improve CTR on paid advertising. Such steps are vital when taking advantage of SERPs.

All of this raises an important question – what should come first when prepping an SEO strategy, copy or design? Returning to the housebuilding analogy that opened this guide, design is the sturdy, reliable bricks and mortar of a dwelling. Copy is the personal touch that makes a house a home and something uniquely your own.

If you were building a home from scratch, however, would you not feel strongly about ensuring it met your needs? You would ensure that the dimensions accommodate your existing furniture and that the blueprints provide enough space that you will not need to move any time soon.

If you have your copy planned out before creating a website design system, you will have a margin for error. You can tailor every step of the user journey to the text that you have prepared, and where necessary, streamline your content with the aid of data storytelling. Above all, you can adjust copy without too much fuss, adapting to the ever-shifting SEO landscape. A design system is considerably tougher to remold around your prose. Always keep this in mind when planning your website.

Joe Dawson is Director of strategic growth agency Creative.onl, based in the UK. He can be found on Twitter @jdwn.

The post Design systems and SEO: does it help or hinder SERP achievements? appeared first on Search Engine Watch.

Source:: searchenginewatch.com

Sanacorp

Mehr Bilder…

Sanacorp, eine Genossenschaft von Apothekern für Apotheker, ist eines der führenden Pharmagroßhandels-Unternehmen Deutschlands. Neben dem Kerngeschäft bietet die Genossenschaft ein vielseitiges Spektrum an Services für ihre Mitglieder, um diese wettbewerbsfähig zu halten – vor allem angesichts der zunehmenden Präsenz diverser Online-Apotheken.

In mehreren Workshops mit der Projektgruppe und dem gesamten Vorstand wurden neben der spezifischen Markenidentität auch die Vision und Mission und im Nachgang der Claim der Sanacorp neu entwickelt. Der neue Claim “Gemeinsam für morgen” bringt die positive und optimistische Grundhaltung der Marke auf den Punkt. Die Stärke der Genossenschaft, das besondere Wir-Gefühl ist auch Inhalt der von Zeichen & Wunder entwickelten Sanacorp Brand Story, in der die vielfältigen Themen der Marke systematisch und handhabbar als allgegenwärtiger Contentpool aufbereitet sind.

Auch im neuen Designsystem ist Vielfalt die Stärke: Sanacorp tritt in Zukunft wesentlich frischer, vielfältiger und visuell mutiger auf – und damit auch unverwechselbar. Das neue Brand Design zeichnet sich durch auffallend strahlende Farbigkeit, ein spielerisches Designsystem, markante Typographie und authentische Bildsprache aus. Die Sanacorp bekommt so ein völlig neues, einprägsames Gesicht.

Schließlich präsentiert der aktuelle, ebenfalls von Zeichen & Wunder konzipierte und gestaltete Geschäftsbericht die Jahreszahlen transparent und schlüssig. Ein vielseitiges Magazin beleuchtet relevante Gesundheits- und Zukunftsthemen aus unterschiedlichen Perspektiven.

Das Erscheinungsbild wird ab Juni sukzessive an allen Touch-Points der Marke erlebbar – vom digitalen Brand Portal, einer Kampagne für die Arbeitgebermarke, Akquisitionsunterlagen, Webdesign, zahlreiche Implementierungs-Tools, einem Teaser-Film bis hin zur Inszenierung im Raum und vielem mehr.

Agentur
Zeichen & Wunder

Source:: designmadeingermany.de

Inside B2B Influence 14: Ann Handley of MarketingProfs on Content Marketing and Influence

Ann Handley

Ann Handley

Inside B2B Influence is a show that goes behind the scenes of B2B marketing and showcases conversations with insiders from the world of influencer marketing. We connect with influential practitioners at B2B brands of all kinds and sizes to answer the rising number of questions about working with influencers in a business context.

In this first episode of the second season of Inside B2B Influence, I was able to catch up with the incredibly popular, talented and beloved Chief Content Officer at MarketingProfs, Ann Handley. I’ve known Ann for well over 10 years and she’s been a great friend, client and source of inspiration to me about more meaningful content marketing.

Ann talks with me about a variety of topics ranging from the nature of influence in B2B, demand for B2B influencers during the pandemic and our mutually favorite „dogfluencer“, August – the most dashing Cavalier King Charles Spaniel you may ever meet.

Highlights of this episode of Inside B2B Influence with Ann Handley include:

  • Does everybody have influence? Yes and no
  • How the change to digital first B2B marketing has affected demand for influencers
  • The importance of a relationship driven approach
  • Trends in B2B influencer content collaboration
  • Growing emphasis on executive thought leadership and influence
  • Worst practices influencer engagement
  • How to integrate influencers with your newsletter
  • What B2B marketers should do to improve their influencer marketing
  • Some of Ann’s favorite B2B industry influencers

Listen to episode 14 (Confluence: The B2B Content and Influence Connection) of the Inside B2B Influence podcast here:

You wrote the best selling book, Everybody Writes. Do you think everybody has influence?

Ann: That’s such an interesting question because at first pass it’s like, well of course. But then on the other hand it’s kind of an existential question, isn’t it? I really had to think about that for a second. I mean, yes, I do think that everybody has influence, but not everybody has credibility, right? Yes, we all have influence, but not in all topics. Like for example, I really like sushi, but that doesn’t mean that I’m a fish influencer. Is that a thing fishfluencer? I think we all have our spheres of expertise and we are influential within those spheres of expertise. But I don’t think that people are influencers across all things.

Everybody has influence, but not everybody has credibility. @annhandley

I also think that, especially in B2B, that the notion of influencers is even more narrowly defined than it is in, in B2C. Because the expertise that I have in marketing is, you know, it’s content, it’s writing. It’s very specific. I don’t think you would come to me if you were looking for somebody to talk about analytics. Like you would go to Chris Penn for that. He’s an influencer in marketing analytics. So I think, especially in B2B, that that it is absolutely true that the credibility I have as an influencer is very specific and narrow. And I think that’s true of any, any B2B influencer.

The pandemic accelerated digital transformation in B2B impacting all aspects of doing business including marketing. What impact has an emphasis on digital first in B2B marketing had on the demand for influencers like yourself?

Ann: I have definitely seen more of those opportunities come my way because I think, just to your point, all of the traditional B2B tactics of field marketing and in person trade shows and other moments to experience the brands face to face, all of that went away in the past 15 months or so since the pandemic. So what takes its place? That’s been what’s fueling a lot of that digital transformation happening at B2B companies.

Influencer marketing is very much part of that because, how do you build that sort of trust with your audience if you don’t have the ability to meet them in person, to sit down, to have a conversation with them? So I think influencers have become a proxy and a conduit for that.

We’re going to see more companies start to embrace the opportunity to form relationships with influencers versus straight up transactional. @annhandley

What’s interesting and what I see straight up from an influencer standpoint, is that more of those companies seek to have those relationships with me. They’re seeking to build those relationships with me in much less of a transactional way. You and I have talked about this Lee, I remember saying to you that this is like the future of B2B influencer marketing. We’re going to see more companies start to embrace the opportunity to form relationships with influencers versus, you know, straight up transactional – make it less of an advertising / transactional play. Like here, I’ll pay you X amount of dollars if you share my thing, you know? That’s more of a B2C model.

I think in B2B what we’re seeing, and this has been fueled by the pandemic, is that we are seeing those relationships start to happen between brands and influencers like me where they’re reaching out to me proactively and saying, „Hey, we don’t have a thing right now, but we want to work with you. Can we sort of get to know each other?“

And so I think we’re seeing an increasing impetus toward an approach that I feel, has more sustainability long-term and it’s the way that I like to work personally. So yeah, I think we’re seeing a whole lot more of that.

What are some of the content collaboration opportunities between B2B brands and influencers that you’re seeing more of in 2021?

Ann: There are yeah. I want to caveat this by saying that I’m speaking from my personal experience versus, you know, I haven’t necessarily polled B2B marketers. So you probably have a better perspective on this too and whether what I’m talking about is actually reflected in the broader B2B community.

What I see is more brands looking to have a longterm relationship. Not just, come speak at our webinar, but, can we actually think about this over like a fiscal year? What can we do together in Q1 and Q2 and Q3, so that it becomes much more of a, not quite ambassador, but at least more of a brand alignment, right? So that I’m saying, „I believe in what you do“ and and you’re saying that you trust me as well.

More long-term engagements and less transactional is honestly the foundation of a successful B2B influencer marketing program. @annhandley

I think longer-term engagement with a trust foundation to it is definitely something that I’m seeing. I’m also seeing these situations where even if it is about providing a quote for this, or for example, I’ll put something in my newsletter that’s sort of sponsored but for me, it’s not anything that you can buy. It’s something where I read the paper and I believe in it. I have a relationship with the company and so therefore I will share it with my audience. So yes, it’s sponsored, but it’s like, it’s sponsored with my whole self. I guess I’m a little bit goofy, but you know what I mean, with integrity, I should say.

That is a situation where it’ll be over several months, so it’s not just like a one and done. But can you help us promote this and here’s what’s in it for you and here’s what we want to give to you and your audience, that kind of thing. I guess to sum up, much more long-term engagements and less transactional, which I think is honestly the foundation of a successful B2B influencer marketing program anyway. But you probably have more perspective on that than I do.

It’s been really interesting what’s happened not just in terms of content creation and the thought leadership through partnerships between executives and external influencers, but also the relationships that are being facilitated.

Ann: Yeah, that’s really interesting. I think it makes total sense, right? Because in the past 15 months of the pandemic, I think that the brands who have really demonstrated that we’re all in this together, have actually had to show up in a real human genuine way and to be there for their audiences. I think that’s in part what’s driving the kind of collaboration that you’re talking about.

Brands realize that to trust somebody, you’ve got to know them. And how can you trust a B2B brand unless you sort of see the faces of the people behind the brand? @annhandley

Because I do think brands realize that to trust somebody, you’ve got to know them. And how can you trust a B2B brand unless you sort of see the faces of the people behind the brand? I think that cascades throughout B2B marketing as well as influencer marketing. I think that’s clearly one area where we are seeing where that comes to life,

Along with best practices there are also bad practices. I’m curious if there are any bad behaviors in terms of how people reach out or engage with you?

Ann: I think there’s been a few situations where I just, I tend not to engage basically. That’s a situation where a big agency will reach out and it’s clear that I’m one of many. Like I’m like part of a stable of influencers that they’re looking to. And they ask me to respond and fill out this Google form about the size of my audience. I’m not going to do any of that. That’s not what I want and that’s not who I am. It’s not what my brand is all about. That’s just not what I’m going to do.

It doesn’t matter to me how much money is on the table, because damage to my brand, reputation and my credibility far outweighs anything else. @annhandley

So it doesn’t matter to me how much money is on the table, because damage to my brand, reputation and my credibility far outweighs anything else. That’s a situation where I just wouldn’t engage. I can’t even say that it’s a bad practice but it’s de-motivating. When those come in we just sort of delete it immediately.

Or they come at it from a tactic standpoint. I get this a lot. For example, my email newsletter. I’ve talked a lot about it the past couple of years, it’s grown pretty significantly and it has really healthy, open rates. The list is just over 50,000 now. So it’s a good, robust list. I get a lot of people who say, will you share this in your newsletter? And I don’t know them. I don’t have a relationship with you. So if the onus is on me to do the legwork and figure out who you are, what your solution is all about or what your piece of content is all about, then I’m not going to do it.

Also, that’s not the role of the newsletter. If you know me, and if you’re on the list, then you know that, right? So, if you want to get something in my newsletter, then that’s not the first step. The first step is engaging me on social, get to know me. All the things that, you know, you do to start a relationship. All the best practices around that. Not. „Will you share this in your newsletter?“ That’s all the stuff that just ends up being deleted immediately.

What are some ways you can imagine someone incorporating influencer content in a newsletter?

Ann: If you’re a marketer and you’re publishing your own newsletter and you want to work with influencers, trying to figure out a way to highlight them in that environment could be something simple, like highlighting some of their content or highlighting them as an individual. Or it could be something more like inviting them to be like a guest editor depending on the relationship.

I think there’s lots of opportunity there to influence the influencer as part of your brand and not just thinking that your relationship with the influencer is only in the social space. Because I think an email newsletter is just such a rich opportunity to communicate directly with your audience. The degree to which you can invite influencers into that relationship is going to solidify your relationship with the influencer as well.

Who are some of your favorite influencers, you know, that would, you know, that operate in the B2B world in some way, whether it’s marketing or tech or somewhere else?

Ann: Avinash Kaushik at Google. I don’t even know if he would consider himself an influencer, but he is. I think mostly because his brain functions so differently. I’m on his newsletter list. I love to read his perspective and his point of view, and follow him on social for the same reasons.

Chris Penn is somebody else who you know, again, has a very different approach. But if you took Chris Penn’s brain and took my brain and sort of put them together, you’d get like this whole body marketer, you know? I think I come at it very much from the art and high touch perspective and he comes at it very much from a science and analytics standpoint. I appreciate his message so much because he helps me elevate in what I do just by paying attention to what he’s doing.

I love what April Dunford talks about around positioning. I think she offers some really valuable advice and I always love seeing what she has to say and hearing her point of view on things.

You certainly. I think you, and I know it’s like your show so I probably shouldn’t, but like the work you’ve done around influencer marketing, I think you absolutely are helping to push the industry forward in terms of like how to do it right. And, and how to create programs that actually do sustain themselves long-term and deliver value for your organization.

Thanks Ann! You are a great source of inspiration to B2B marketers all over the world and a wonderful human being!

You can also watch the full video interview with Ann Handley here:

For more B2B marketing insights, you can subscribe to Ann’s amazing Total ANNARCHY newsletter here and connect with her on Twitter and LinkedIn. Also, don’t miss out on the MarketingPros B2B Forum coming up October 13-14 this year.

Be sure to stay tuned to TopRank Marketing’s B2B Marketing Blog for our next episode of Inside B2B Influence where we’ll be answering the B2B marketing industry’s most pressing questions about the role of influence in business marketing.

You can also download The State of B2B Influencer Marketing Report featuring insights from a survey of hundreds of B2B marketers plus case studies and contributions from marketing executives at brands including Adobe, LinkedIn, IBM, Dell, SAP and many more.

The post Inside B2B Influence 14: Ann Handley of MarketingProfs on Content Marketing and Influence appeared first on B2B Marketing Blog – TopRank®.

Source:: toprankblog.com

Grato & Gratimo Grotesk

Mehr Bilder…

Der geometrische Kern von Grato bildet den Ausgangspunkt für alle Familien. Durch stilistische Variationen in den Strichenden und Großbuchstaben wurden davon ausgehend gleich zwei Schriften entwickelt: Grato Grotesk und Grato Classic. Diese gleichen sich zwar im Kern, variieren allerdings in der Ausführung und im Erscheinungsbild.

Für ein effizientes Arbeiten wurden diese für Text- und Interface-Projektet zusätzlich neu gezeichnet. Das Ergebnis: Gratimo Grotesk und Gratimo Classic.

Grato und Gratimo sprechen mehr als 270 Sprachen und unterstützen nicht nur das lateinische, kyrillische wie griechische Schriftsystem, sondern auch vietnamesische Akzente, die allesamt mit Native Speakern auf Herz und Niere geprüft wurden.

Designer
Jakob Runge
Mona Franz

Foundry
TypeMates

Source:: designmadeingermany.de

B2B Marketing News: B2B Content Consumption Data, Digital Ad Revenue Sizzles, In-Person Events & Advertisers, & YouTube’s New Time-Savers

2021 June 18 MediaPost IPG Chart

2021 June 18 MediaPost IPG ChartAlmost 90% of B2B Content Consumption Said to Take Place Outside the C-Suite
Nearly 90 percent of B2B content consumption involves those outside corporate executive-level management, with some 21 percent being consumer by individual contributors, according to recently-released B2B buyer breakdown by job titles survey data. MarketingCharts

Podcasts start coming to Facebook next week
Facebook will begin rolling out a new podcast feature on June 22, offering podcast creators a new distribution channel, with features such as one minute promotional clips — to appear in a forthcoming podcasts tab — the social media giant recently announced. The Verge

TikTok Owner ByteDance’s Annual Revenue Jumps to $34.3 Billion
TikTok parent ByteDance saw a 93 percent jump in gross profit during 2020, with revenue more than doubling to $30 billion, the popular short-form social video platform that has seen increasing business interest recently announced in annual employee financial performance data. Wall Street Journal

Google Launches Search Console Insights
Google has launched a new feature to its Search Console product that presents audience data from Google Analytics combined with Search Console insights, to offer an expanded look at customer audiences, the search giant recently announced. Search Engine Journal

YouTube Will Now Enable Creators To Add Midrolls, End Screens and Captions While Their Video Is Processing
Google-owned YouTube has released a new time-saving feature in its YouTube Studio that will smooth workflow for marketers by allowing users to perform more tasks while the initial video uploading process is underway, the firm recently reported. Social Media Today

More Advertisers Envision Return to In-Person Events
17 percent of advertisers plan to resume sponsoring in-person events in the final quarter of 2021, while 16 percent say they plan to do so in the first quarter of 2022, according to newly-released survey data. The survey also showed that some 10 percent of advertisers say that they have no plans to resume sponsoring in-person event. MarketingCharts

2021 June 18 Statistics ImageAugmented Reality Market to Hit $175B by 2026: ABI Research
The global augmented reality (AR) and mixed reality (MR) market will top $175 billion by 2026, with almost 28 million smart glasses expected to ship by then, according to recently-released forecast data of interest to digital marketers. AV Network

Spotify launches its live audio app and Clubhouse rival, Spotify Greenroom
Spotify has begun launching Greenhouse, its Clubhouse-life mobile app offering with features that can also turn live audio conversations into podcasts on the Spotify platform, the firm recently disclosed. Spotify also plans to eventually infuse targeting recommendations and additional Spotify-specific functionality into Greenhouse. TechCrunch

LinkedIn bets on remote events, investing in $5 billion-plus virtual platform company Hopin
Microsoft-owned LinkedIn (client) has invested in virtual conference technology firm Hopin, in a push to allow customers to extend the reach of their live events onto LinkedIn with new immersive experiences, Hopin recently announced. CNBC

Global Ad Growth Consensus Lifted To 10.6% In 2021, 8.2% In 2022
Advertising spending worldwide in 2021 is expected to jump by 10.6 percent, with an 8.2 percent increase forecast for 2022, according to recently-released global ad spend forecast data of interest to online marketers. The figures represent a strong rebound from the 5.2 percent decrease seen in 2020. MediaPost

ON THE LIGHTER SIDE:

2021 June 18 Marketoonist Comic

A lighthearted look at the “the next big thing in marketing” by Marketoonist Tom Fishburne — Marketoonist

Microsoft’s best Cannes Lions-winning ads and campaigns — AdAge

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lee Odden — B2B Influencer Marketing with Lee Odden [Podcast] — Pam Didner
  • Lee Odden — What’s Trending: Innovations in B2B Marketing — LinkedIn (client)

Have you found your own top B2B marketing article from the past week of industry news? Please drop us a line in the comments below.

Thanks for taking the time to join us for the TopRank Marketing B2B marketing news, and we hope that you’ll come back again next Friday for more of the week’s most relevant B2B and digital marketing industry news. In the meantime, you can follow us at @toprank on Twitter for even more timely daily news.

The post B2B Marketing News: B2B Content Consumption Data, Digital Ad Revenue Sizzles, In-Person Events & Advertisers, & YouTube’s New Time-Savers appeared first on B2B Marketing Blog – TopRank®.

Source:: toprankblog.com