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The Latest Digital Marketing News by IMPACT
November 2, 2019

How to write a pillar page, Google's new BERT update, and everything you need to know about Google display ads ...this is THE LATEST!

πŸ’― Jump Right into the good stuff!

πŸ† Assess the current state of your digital marketing strategy with our free Digital Sales and Marketing Scorecard! In 10 minutes or less, you’ll not only get a score of your current strategy, you'll also receive a personalized action plan of what you need to do right now to see better results. Get your scorecard now.

I'm being stalked.

I'm being stalked by a shirt from Old Navy.

Untitled design (14)

Just look at all that plaid. Swoon. πŸ˜ 

I came across it a few weeks ago, while I was binging the fifth season of Schitt's Creek (a show I have to thank Ann Handley for turning me on to) and doing a little light online window shopping.

I really, really wanted it. But, by some miracle, I was able to tap into an unknown reserve of deep inner strength and left the Old Navy website in possession of all of my money.

But now I see it everywhere.

When I'm reading articles on the Baltimore Sun website, there it is: 

Youre lying to yourself. You know you cant resist.

When I'm scrolling through ideas on what the heck to do with my mountain of leftover Halloween candy on, it appears:

Youre lying to yourself. You know you cant resist. (1)

Even when I'm trying to find an easy dinner recipe that's delicious and minimizes the risk that I'll burn the kitchen down, I can't escape it:

Youre lying to yourself. You know you cant resist. (2)

As a digital marketer, I love the power of Google display ads β€” I know our paid media team certainly does. 

But as a consumer, I feel hunted.

Every time I see that shirt, my resolve weakens.

I know I'm one step closer to shamefully returning to under the cover of night and buying it... probably along with some yoga pants, a new sweater, and pajamas covered in snow globes.

It's only a matter of time before I succumb to my baser, plaid-oriented instincts. But please keep me in your thoughts and prayers.

✍️ Our pillar pages have generated almost $1 million in revenue; here is the exact process I follow to write and launch a pillar page β€” with loads of examples! (13-minute read)

To date, I have overseen the strategy, production, and publication of close to 20 pillar pages at IMPACT β€” a few of which I've written all by myself β€” so I know first-hand how complex and daunting the process can be. Furthermore, I know how scary it can be to wonder if all of your time and effort will even be worth it. Well, with the right process, it can be. My article will walk you through (in detail) the 11 steps required to write and launch a pillar page, so it will increase your traffic, leads, and sales β€” guaranteed.

πŸ”Ž Related articles and resources

⚠️ Google rolls out BERT update to provide more nuanced search results β€” but what the heck is BERT? (2-minute read)

BERT allows users to use their normal language when searching. As Google points out, searchers often don't know what keywords to use because they're coming to search to find information. With BERT, you can type in your question or query without knowing the exact keywords and still find what you're looking for. And Google is calling this latest update "the biggest leap forward in five years." IMPACT Digital Beat Reporter Kate Williams has the scoop on what the heck BERT is, how it works, and what this massive update means for marketers who are trying to get their content found online.

πŸ”Ž Related articles and resources

πŸ’Έ In paid media, what gets results (and what doesn't) seems to change on a weekly basis (get help)

From Google Ads to Facebook β€” and every platform in between β€” our team of paid media advertising experts can help you achieve the growth you’re looking for with innovative paid media campaigns and strategies. No matter how many times the rules change.

πŸ”₯ Here is everything you need to know about Google display ads to create your strategy for 2020 (10-minute read)

Think about the last time you went online window shopping, where you visited a website, saw something you liked, but controlled yourself and didn't buy it. Then, no matter where you went online, you saw an ad for it. Eventually, you cave to the internet stalker gods and buy it. Those are Google display ads. In this highly entertaining article from IMPACT Paid Media Specialist, you'll learn what Google display ads are, how they work, and everything you need to know to create super profitable Google display ad campaigns in 2020.

πŸ”Ž Related articles and resources

🎧  Latest shows and podcasts

πŸ“† Upcoming events

  • Tickets for Connecticut's Better Business Summit on November 7 are now on sale! You will learn from industry leaders and experts, and take away actionable steps to help your business thrive. Review the agenda, and get your tickets today!

🌎 IMPACTers on the move

🐧 Weekend nonsense

Yesterday, someone sent me this:

image (6)

According to "science," this is a juvenile emperor penguin. But in reality, I think we can all agree that this is some sort of nonsense penguin/bear hybrid.

I haven't been able to stop thinking about it, so now you must all suffer with me.

🎧 One last thing

A few weeks ago, I quietly relaunched my IMPACT podcast β€” Content Lab β€” with a new co-host, IMPACT Editorial Content Manager John Becker:


I'd love to get your feedback on what you think of the brand new Content Lab! Here are the most recent episodes:

Or you can also access all episodes of Content Lab on Apple Podcasts, Google Podcasts, Spotify, and Stitcher.

Not familiar with my podcast? Content Lab is for any digital marketer, content manager, or business leader who wants to learn what it really takes to create content that drives traffic, leads, and sales. 

In short, we talk about how the content sausage really gets made.

Have a wonderful weekend!