1. Use simple words - do not be smart, as this worsens the readability of the article. Use words that even a fifth grader can understand.
2. Use the word "you" more often- instead of the words "we" or "they". By doing this, you make your reader feel as if there is only you and him, as if you are sitting in a cafe together and drinking a cup of coffee.
3. Write step by step guides People love articles where they can learn something. My first blog topped Technorati's list of the 100 Best Blogs on the Internet. I was able to top it because I wrote a lot of instructions.
4. Write detailed articles- When I first launched Quick Sprout my articles weren't as detailed and my blog traffic wasn't growing. As soon as I began to pay more attention to details, my traffic began to grow by leaps and bounds.
5. Hook Your Reader From a catchy headline to a sense of urgency in your reader, you have to hook them if you want them to read your article to the end. The most important thing I've learned from Copyblogger and Problogger is the use of numbers in captivating readers.
6. Keep the conversation going- if you notice, I have a tendency to italicize words on my blog, and at the end I usually ask a question. This behavior allows you to have a dialogue with the reader and get more comments on the article.
7. Prove- if you do not support your positions with evidence, then you begin to lose the trust of readers. So start reaffirming your positions.
8. Show your authority- people always have a choice as to which article they read, so why should they read your article? If you show them your authority without bragging, it will get you more readers. An example of this is how I mentioned above that I was one of the 100 Trechnorati bloggers.
9. Take care of your readers is the most important aspect of blogging. Don't write articles for the sake of articles. Do it to help people. Based on comments and letters from readers - take care of them.

Theme is everything

A good blog starts with good content. If you don't write great content, then no one will want to read you. If you are a creative person, then this is great, because you never have problems with ideas for new posts. If you are not a creative person (like me), then you can use the following process to generate ideas for new articles:

Now that you understand what's hot and what's not, you might think of article topics like the ones that are already "hot" in your industry, as those are the topics that people want to read and most likely recommend. others to read.

Write regularly

Before you start writing an article, here's what you need to know.

When I started Quick Sprout I wrote articles every week. I wrote very regularly and my traffic slowly grew. But when I became very busy and stopped writing articles regularly, my traffic stopped growing and, at times, even dropped.

If you want to grow your blog, you must learn to write regularly. According to John Chow, a blogger who makes $40,000 monthly from his blog, the most important thing is to write regularly.

Time is everything

When you start blogging on a regular basis, you should decide when to post articles.

In addition, you should control the number of emails you send to subscribers. If you send a lot of emails, then the number of complaints will be much higher than if you send just a few.

Ask Your Readers

Now, with all the traffic that comes to you from social networks, you should have enough readers to get information directly from them. You can make the smart move and poll your readers. For example, I did some research and asked you how I can improve Quick Sprout and what topics you would like to read articles on.

By regularly surveying your readers, you can consistently improve your blog. In the end, it doesn't matter what you want. What your readers want is the only thing that matters. So start giving them what they want instead of focusing on what makes you happy.

Conclusion

If you follow everything that I have published in this article, then you will have popular blog that will be read by thousands of people on a regular basis. And it doesn’t matter if you have been blogging for a long time or just starting it. Follow the rules above and your blog will have thousands of visitors.

Look at the picture above. In just a few weeks, my business partner and I have gone from 0 site traffic to 9,000 monthly visitors. We achieved this because we followed the rules described above.

Do you have other tricks to increase the popularity of your blog?

All information should be used in combination, then it will be easier to identify the user and determine his needs.

3. Merged channels

You can communicate with the user by e-mail, in a chat on the site, through pop-ups, in social networks and in other ways. Restricting these channels means losing or inconveniencing users. Your automation app will help bring this information together across all platforms.

On average, buying a product or registering in an online service takes two minutes. But remember that the path leading to the purchase is much longer. There's a lot going on that you don't see: Users can spend hours on your site reading blog posts, analyzing case studies, comparing products, and testing demos before deciding to spend money.

Track the path of each user, as in the picture below (Banking):

The decision-making process can take several weeks and involve various marketing channels. For example, a user might find out about your product from a Facebook ad, subscribe to , read your blog every day, and then decide to call to get more information. The transaction itself can take place online, in person or over the phone.

It is important to understand that users may not be ready to buy after their first visit to your site. So stop trying to sell and focus on engagement instead. Treat each step of the funnel as a sales checkpoint.

Five stages of the funnel.

Acquaintance:

• Potential users learn about your company for the first time;
• New users are exploring your product or service.

Need awareness:

• Potential users realize that they are interested in your product;
• Users come back to get more information;
• Install the program or contact the sales department.

Entry (heating):

• Potential and real users engage by returning to the site and interacting with others marketing materials;
• They share your product (marketing materials) with their friends on social media. networks.

Conversion:

• Site visitors are buying for the first time.

Return:

• Users buy the product again;
• Going back to a new buying cycle.

Email is the backbone of everything online

Let's go back to our interview with Ben Legg, CEO of Adknowledge. This point is extremely important, so we really want to get across it.

Email Marketing shouldn't be spam. Spam and email used to be one and the same, but today you have the opportunity to be more value-driven target audience.

Facebook marketing with email database

But Facebook proved us all wrong. The company had a mountain of information about site visitors that they used for very narrow and demanding audience segmentation. Advertising evolved until it became what you see on the site now.

Just take a look at your news feed. You will most likely see excellent advertising messages. They are beautifully designed and offer something that might really interest you.

Want a short answer? Direct.

The products are called “ Custom Audiences" and " Lookalike Audiences”.

A custom audience allows you to reach your existing Facebook users using their emails. With Lookalike, you can take customer/user/subscriber emails and expand your targeting to people who match the same criteria.

There is more data associated with your email than you think.

For example, we at Carrot Quest can divide our users into completely different segments and find a similar audience on FB.

“The great thing about Facebook is that it fits all parts of the funnel. You can connect with your audience at various stages of their user experience. As a marketer, it is up to you what you want to achieve”.

Relying on partners

While you're building your marketing plan that links across channels, you may find that you don't have the tools, budget, staff, or resources to do it all on your own. In these cases, you can rely on various services to control this process for you. Or entrust everything to Carrot quest, setting it up yourself or asking for help.

Finally

• Email is the most direct way to personally reach the user. People stick with their emails for several years;
• Emails make it possible to contact users regardless of what device they use;
• Email will speed up your lead generation campaign;
• When it comes to marketing, emails have a bad reputation: advertisers have long used this channel for spam-like mailings. It should not be.
• Email is a basic analytics tool that connects disparate marketing channels. it easy way attracting new users (and finding new potential customers).

Neil Patel- an outstanding personality and very famous in the world of marketing. Co-founder of Crazy Egg and Hello bar services, founder of KISSmetrics, a powerful analytics platform that makes it easy to run an online business. Known for active investment of personal funds in the most promising projects. It is often used by large companies like Amazon, NBC, GM, HP, seeking to increase revenues. The Wall Street Journal awarded the specialist the status of the most influential Internet user, according to Forbes, Patel is one of the top ten world online marketers.

First steps in entrepreneurship

As soon as Neil was 15 years old, the guy decided to try his hand at commercial activities by founding an online bulletin board. The project was named Advice Monkey. According to the entrepreneur himself, then his main goal was only financial well-being. The service turned out to be very ordinary, lasting less than six months. However, Neil managed to learn a useful lesson from an unfortunate defeat: a business created only for the sake of enrichment is doomed to failure.

Creation of Crazy egg

A tool for optimizing performance - an Internet resource that studies the behavior of site visitors has made a lot of noise. However, even here there were some mistakes made that jeopardized the success of the enterprise: the developers of the service hurried to abandon the free tariff plan. The main goal was to increase the monetization of the product. The consequences turned out to be negative - a decrease in the growth rate of users by 5 times. Conclusion: free trial period serves as the basis for the development of any service.

Entrepreneurship and blogging

Patel successfully combines collaboration with several companies, consulting startup owners and blogging. Such productivity is admirable. Few entrepreneurs manage to do several things at the same time, and so successfully. The secret is simple - use various time management resources to help track time spent, focus on completing priority tasks.

Career prospects

Despite his love of entrepreneurship, Neil is not going to be engaged in this type of activity forever. He'll probably have enough enthusiasm to create a few more good startups, after which Patel is going to focus on the non-profit world. He considers his main gift to be the ability to help other companies get a ton of views on the network. The marketer is going to use his gift to support non-profit organizations seeking to change human destinies.

Neil Patel writes regularly on his blog about why startups fail and how entrepreneurs should rise from failure. That being said, he rarely describes his own failed business experiences — but in a recent article, Neal did. He, like any entrepreneur, launched companies that failed - and learned important lessons from these undertakings.

Failure is a common practice in the startup world. Today we look at 15 lessons Neil Patel learned from his failures.

1. Find the right business partner

The right business partner important factor in creating a successful startup. When Neil launched the first businesses, he, by his own admission, was naive as a child. Then he chose partners for several factors:

• The partner must be his friend;
• He must study at a prestigious institution (after all, this speaks of his intelligence, right?);
• He must be "on the same wavelength" with Neil (he did not want his decisions to be doubted).

Perhaps you have already understood the stupidity of these motives. These are clearly not the qualities that are important for a good business partner. Instead, choose a partner who:

• complements your strengths their own;
• Has knowledge and skills that you do not have;
• Passionate about the company you're launching together.

And of course, it should be a pleasure to work with him - after all, you will spend a lot of time together. Neil learned this lesson the hard way when he founded CrazyEgg. He first chose a friend from an Ivy League university as a partner. But the experience was negative. A friend sued Neal for misuse of funds and money laundering. But Neil was confident in his honesty, so he gave a friend all the bank papers to check. Although it cost Neal six figures, he ended up buying back a friend's shares and he left the company. Given the costs of lawyers, this was an extremely costly mistake.

But this is how Neil learned that friends and graduates of prestigious universities are not the best candidates for the position of co-founder.

2. Grow fast

From practice, Neil learned that you need to move extremely quickly at the start of a business. If you're not quick enough, someone else could get ahead of you and start a similar business.

It's easy to get caught up in the details when starting a startup. You need to find funding, business partners, create a business plan, marketing strategy, product, software, websites and more.

But get started as soon as possible. Launch the business before you think you're ready for it. Do it before someone implements your idea.

3. Fundraising takes time

Fundraising and searching for investors can take up the lion's share of aspiring entrepreneurs' time. But don't allow it. There are many other tasks that you, as a founder of a startup, need to do.

Unfortunately, for most aspiring startups, fundraising is a necessary evil because you can't build what you want without money. But don't let fundraising take up all your time.

Another piece of advice on this topic is to collect money when you can, not when you need it. Raising money at the last moment is always a very stressful and nervous process. Yes, this way you will probably have to spend more time, but you will experience much less pressure.

4. Don't Raise Too Much Money

If you raise too much money before you develop a minimum viable product, you won't be able to clearly understand what to spend the money on. In addition, aspiring entrepreneurs often assume that the money raised is equal to the community's interest in the project and its future success. Do not draw hasty conclusions.

Just because you were able to raise money doesn't mean someone will buy your product. Just because you were able to raise money doesn't mean your product can make money on the open market.

Recognize that funding must come in right time, and don't assume that the amount raised is a marker of success.

5. Budget conservatively

Once you receive the funds to launch a startup, you may think that you will always have the money. But startups always require more than what the founders think. A lot of problems pop up in the process, which is more costly than anticipated.

Always set a conservative budget - then force majeure will not surprise you.

6. Create a product for customers

In launching Kissmetrics, Neil made a mistake common to many founders. He created the product he wanted. Sounds weird, but it's really a bug.

Create a product for customers, not for yourself. Most startups fail. Therefore, you must be sure of the success of the company with customers before you go on such a long and dangerous journey.

Who buys your product and brings you income? Clients, not you. It's easy to fall into the trap of creating a product for yourself and thinking that the market needs it. This happens often.

At Kissmetrics, Neil spent a year building a product that analyzes data better than Google Analytics. This was the product Neil wanted, so he created it. Since the product was (and has become) better than Google Analytics, Neal suggested that people would be willing to sign up for a small monthly fee to use it. And of course he was wrong. Customers didn't buy the product. Google Analytics was worse but still good enough for free tool. Why pay for something else?

Neil spent a year building a product no one wanted. The third version of Kissmetrics took 30 days. And it just worked. So don't waste time building a product that no one will buy just because you like your idea.

7. Make Sure Your Customers Exist

After making sure you're not building a product just for yourself, make sure there are buyers for your product. Again, don't create something that no one will buy. Your product must meet the needs of the market. This lack of alignment is one of the most common reasons startups fail.

Moreover, even the interest of customers in the product at an early stage does not mean that they will buy it. Customer engagement does not promise that they will spend money on your product. Do not equate the following metrics with future business success:

• Registration by email;
• Free trial registrations;
• Client interest by segments.

Just because people express interest in an idea doesn't mean they'll spend their money on it. Be extremely careful and ask specific questions when researching the market and assessing customer interest in the product.

Make sure interested people are already ready to get their wallet and not just signed up for the free version.

8. Eliminate emotions

Another lesson that Neil learned from starting many businesses and working with many co-founders is that you should forget about emotions when making decisions. Your emotions can strongly influence the decisions you make, which harms their rationality.

If you have a decision to make but feel overwhelmed by emotions, take the time to think it over. Consider the problem rationally and make a decision calmly. It may take several hours or even several days - no big deal.

By thinking about problems well, you will not only see them more objectively, but you will also get a bigger picture. Removing emotions will also help you avoid burning bridges. Burning bridges haven't helped anyone yet.

9. Balance Product, Business, and Finance

The foundation of a startup is constant search balance. You must strike a balance between building your product, raising capital, and building a functional business that will ultimately turn a profit. Many founders make the mistake of devoting too much time to one of these aspects to the detriment of the other two.

It's normal if you, as a founder, tend to focus on one aspect of the business - especially when you have partners and employees that other parties can take on. For many founders, the most important aspect is the product idea. In the tech world, most founders have great idea software, but often there is no business sense at all.

It happened to Neil too. He launched the company and spent a lot of time creating the perfect product. But having created an ideal product, he realized that he forgot about raising funding and monitoring the market - the audience's interest in the product was tending to zero.

Make sure you can balance all aspects of starting a startup, or hire partners who can focus on areas you're not so good at.

10. Attract Loyal Employees

Young startups usually do not have extra money. This means that many startups tend to sacrifice hiring the right employee in favor of someone who requests low price. This is mistake. Startups need not cheap, but loyal employees, they need passion. So it's important to make sure you hire people who are passionate about the idea and willing to work with you for the long haul.

Neil helped launch a startup called Fruitcast by offering it funding. The company launched brightly and everything indicated that they had a chance of success. Fruitcast offered ads for pay-per-play podcasts. The startup was launched at the time of the explosive popularity of podcasts, and this technology could really interest customers.

Then Neal offered the founder to buy the company. But the founder did not want this. He was unwilling to engage in his project all the time and take all the risks.

He wasn't passionate enough. That is why it is important for you to hire loyal employees. When Neil received a class action lawsuit from the co-founder, none of his employees left the company.

11. Sell the company when you can

Another important lesson learned by Neil. One of his first startups, CrazyEgg, received a $6 million offer. Neal turned down the offer because he wanted 10 million. And the company that wanted to buy CrazyEgg was worth $100 million and Neil knew they could afford it. So he refused, hoping for more.

But that was a mistake. Sell ​​the company whenever you can, because the price may drop suddenly. Neil missed good offer Don't repeat his mistakes.

12. Be careful who you trust with your rights.

Funding and investment is limited for most startups, so the general reserve is trust. But over time, Neil learned to be careful who you trust and how much authority you give them.

If you have a disagreement with someone who has the right to control, you will either have to find an agreement, either let this person continue to make decisions in the company, or buy out his rights.

Buying out bad partners can be a very costly process, as Neal learned while working on CrazyEgg. Make sure you really have confidence in the people you trust. The more successful your company is, the more it will cost you to buy back shares of partners.

13. Making money is hard.

Money is much easier to save than to earn. Instead of constantly relying on future earnings or new funding rounds, start saving money. There are many reasons that can prevent you from making money in the startup world.

Learn how much you spend and what you spend resources on, and then start saving instead of spending money.

When Nick started making good money, it was natural for him to want to spend more. He decided to buy a Maserati. But the salon refused him because Nick had no credit history. And he didn't even know what it was.

But this is the best thing that could happen to him - because this event taught Nick to consciously spend money and save money, even when incomes allow him to live in a big way.

Bad times come unexpectedly. Save on Good times to make it easier to endure the bad ones.

14. Love criticism

Starting his first business, Neil was as naive as a child and hated criticism. Neil believed that if someone disagrees with him, then that someone is wrong. Frequent criticism and controversy made Neal arrogant. But as he got older, he realized how useful constructive criticism can be.

Since then, Neil has loved feedback and is always looking for her. He found that he could grow much faster and perform better when he received honest feedback. It also showed Neil that everyone can teach him something important and that learning is always worth it.

All aspiring entrepreneurs should learn to take criticism positively. This way you will constantly learn something new about yourself.

15. Do you really solve the problem?

After making sure that buyers for your product exist, you need to make sure that you really solve the problems of the audience and that these problems actually exist.

Even if customers claim that your product is useful to them, they may end up refusing to buy it and use it to solve their problems. In addition, people tend to avoid problems rather than solve them - unless the problem causes physical pain.

And remember - people often overestimate their behavior in the future. They may sincerely believe that they will use your product - but when it comes down to it, everything will change.

Conclusion

With every business that Neil started, he learned something new. And he learned even more from the failures. But the key piece of advice in this article is to listen to feedback. This is especially difficult when you are starting a company for the first time. After all, it is believed that the founder of a startup must be bold, self-confident and decisive. However, try to keep the ability to listen to others. You will be amazed at how much others will teach you.

Neil Patel is one of the top 10 internet marketers according to Forbes. On his LinkedIn, he writes that he helped companies like Amazon, Microsoft, Airbnb, Google grow through marketing.

Does a business need content marketing? The Content Marketing Institute and MarketingProfs have been surveying marketers for several years. The results speak for themselves: content marketing is considered effective, and 60% of marketers are satisfied with their results.

Then only those who consider their content marketing successful were surveyed. We found out what exactly influenced their opinion and what content marketing tools they use more often (the survey was open, several factors could be named at once).

Such a variety of formats requires more skills than just blogging, so you have to expand the staff. In addition, all created content must be able to correctly convey to the target audience. And you also need to think over his strategy as a whole: analyze the audience, what platforms are available and which ones you are going to go to, what types of content you will deal with, what the corporate identity will be like, what will be included in the content plan, and much more.

Dream team: who should be involved in content creation

How more tools you use in the content strategy, the wider the staff should be. And if earlier the editorial office could consist of at least one person, now we need at least nine people who would understand completely different areas:

• creating and editing videos;
• graphic design and illustration;
• audio editing and sound production;
• content optimization for different formats;
• distribution and promotion of content;
• development of strategy and management of marketing campaigns;
• communications and branding;
• advertising and posting content;
• analytics, metrics and reporting.

In addition, VR editors, AR and MR designers, IoT strategists will soon be needed everywhere, and there are more than enough vacancies for ML engineers. You can read about these professions in.

How to distribute content

Content is no longer limited to certain sites, especially with the rise of social media. All three types of media channels (paid, proprietary, independent) must interact with each other.

It is possible that we will have to change the tactics of creating and promoting content. Your teams need to work together, constantly collaborating with each other, so that the content marketing strategy is the same for all sites.

What should be the content strategy and what to do with it

The factors influencing the success of content marketing, we have already given. The reasons are many. But note that after content creation, strategy development and adaptation is in second place (this factor was indicated by 72% of respondents).

So the Content Marketing Institute asked marketers if they have a content strategy.

Only 37% of marketers have a documented strategy. 41% of respondents have it, but it is not documented in any way. As it turned out, these two approaches differ significantly in terms of the result. Let's explain why.

At the Dominican University of California, Dr. Gale Matthews studied the habits of 267 volunteers to determine how writing goal setting affects goal achievement. The study found that participants who regularly wrote down their goals and shared their accomplishments with friends were 33% more successful than those who didn't share their progress.

Of course, it is good to have an idea of ​​where to go next, but this is not enough for success. So better document your content strategy!

It would be interesting to look at these documented strategies from 37% of companies.

“- Did you have any tactics from the very beginning, and did you stick to it?

“From the very beginning, I had some kind of tactic, and I stuck to it.”

Without five minutes documented strategy. And it's not like I'm going to the market. But what just do not try to pass off as a content strategy.

Content strategy is the answers to at least 4 questions:

1. What do we need as a company?

Spoiler: most often this is a certain level of sales.

2. How can content help us with this?

The description on the packaging can increase the conversion in the store; Instagram posts can show the coolness of our cheese and motivate people to try it; handouts for partners at the next conference can expand the geography of sales.

3. What and how will we do with the content to answer question #1?

The description on any packaging of any product should be done like this, posts - like this, handouts - like this. This is the largest and most complex part of the content strategy, which should answer the question of what to do with the content.

4. How can we check whether we did exactly what we needed to do?

We review the content strategy every 3 months. To do this, we analyze the results of a customer survey, post analytics data, feedback from potential partners, etc.

And it is necessary to document the answers to these 4 questions. If they are all spelled out, then you can safely say that you have a content strategy.

Editor-in-Chief Ingate

Now let's talk about content. There are new requirements for it. Users want companies to be as honest with them as possible, and the law has more control over online advertising. Few people are surprised by the style of the narrative: everyone writes easier so that the text is understandable with a cursory reading, so new formats are needed. And your content should accompany the user without becoming intrusive.

Legal requirements for content

First of all, the created content needs to be checked whether it violates the rights of consumers or laws in the field of advertising.

For example, in the United States, the Federal Trade Commission (the US consumer protection agency) closely monitors that advertising content must be marked "Advertising", "Sponsored" or any other publication that reflects the commercial nature of the publication. Gaming network Machinima hid in 2015 that it had paid for YouTube influencer content and received a fine.

In Russia, advertising is monitored by the Federal Antimonopoly Service. There are no requirements for the mandatory designation of advertising content yet, but there are some peculiarities. You can read about the most interesting cases of the FAS' fight against advertising in our legal digest: issues,.

New content formats

1. Internet of things

Everything around us becomes digital: sensors, device synchronization, smart houses. This creates new opportunities for interacting with content. And it, in turn, is targeted as accurately as possible, available in all formats at the right time and in the right place for users.

The Internet of Things is entering our everyday life: now you don’t even have to look at the screen, you can just ask Siri or Google Assistant.

Alexa, Amazon's voice service, has also become a digital portal. With its help, the American Heart Association talks about the first signs of a stroke and heart attack, as well as how to act in emergency situations. And Purina, a pet food manufacturer, shares with pet owners useful information about dogs.

2. Live broadcasts

In 2016, Buffer asked marketers what kind of content they would create if there were no time and financial constraints. See what type of content won.

More than 80% of those surveyed want to create more video content, and 42% intend to stream more. It turns out that the average organic reach of Facebook videos is 2x that of images.

According to Facebook, users spend three times more time watching broadcasts than regular videos. In addition, broadcasts collect 10 times more comments.

Here are some more numbers. Livestream interviewed its customers and found that:

• 80% prefer to watch a live broadcast rather than read a blog post
• 82% more interested in watching live than reading posts in in social networks.

3. Interactive content

Look at the financial projections for the use of augmented and virtual reality from major consulting companies:

• by 2020, revenue will grow from $5 billion to $160 billion (International Data Corporation based on sales models);
• expected profit by 2021 will be up to $108 billion (Digi-Capital).

Virtual reality (VR) offers new opportunities for content marketing. For example, Shopify's VR app helps shoppers create custom t-shirts.

Other brands also use virtual reality in your marketing strategy:

User interaction with content

Content makes the buyer move from the top of the sales funnel down to the final stage - conversion.

Most importantly, don't stop immediately after making a conversion. Continue to maintain a relationship with the buyer through useful content. This is how you get a loyal regular customer.

What content users trust

Nielsen's Global Trust found out what types of content people in different parts of the world prefer.

Q.E.D. word of mouth was and still is the best advertising channel. From the fact that it was transferred to digital, its essence has not changed: most of all, people trust their acquaintances.

Investing in your own website is also profitable, there is nothing to be surprised at. But the fact that trust in long reads is the same as in the site,- good news. No wonder we are working on content. It turns out that they contributed to the formation of market opinion.

Pay attention to the fact that advertising in social networks, according to the trust of users, is worth last place. And do not try to decide at the same time that it is time to close social networks. Such a low percentage of trust is the result of the fact that two types of clients most actively climb into social networks:

1. The largest and pretentious who understand the importance of communications and delayed commercial impact;

2. The smallest , for which the groups served on the knee in social networks - the only way attend online.

What more - understand yourself. It is logical that the quality and credible little content on social media. The more valuable it can be for your brand to enter this channel.

Editor-in-Chief Ingate

Content marketing is becoming more and more successful as marketers analyze past experience, learn to predict trends, and monitor successful competitor campaigns. It is now one of the most effective ways interaction with the target audience.

Takeaway: Keep an eye on trends, see if you can learn from someone else's experience to organize your team, or think of a new way of presenting content. But most importantly - do not forget to document the strategy, this is the first step towards its implementation!