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The Latest Digital Marketing News by IMPACT
February 27, 2020

Intent research vs keyword research, how to get started with inbound marketing in 2020, and the most common video production agency problems ...this is THE LATEST!

This issue is presented to you by

NarrativeSEO-No-tag
🔥 Hot off the presses

🐥Early-bird pricing for Digital Sales & Marketing World 2020 ends on February 29. So, what are you waiting for? Check out the DSMW2020 agenda for our amazing line-up of speakers, as well as industry- and role-specific summits, and then get your tickets today before pricing goes up!

Greetings and salutations, LATEST nation! 👋

I want to introduce you to my friend, Franco Valentino of Narrative SEO. Now, if you're a "long-time listener, first-time caller" of THE LATEST, you likely remember Franco from such greatest hits as:

He's also a dear friend of mine. (Aww. Gross.)

What you may not know, however, is that Franco has an unscrupulous, singular predilection that is slowly, but surely, eroding the very foundation of our friendship. 

He is obsessed with dad jokes.

Moreover, he's obsessed with telling me dad jokes on an almost hourly basis (via text, Slack, phone, and carrier pigeon), just to watch my expressions of pure happiness give way to a dead-eyed gaze of anguish and betrayal, once I realize what he's done.

So, for your viewing pleasure — and to let Franco be happy this one single time — here is a video of me listening to him tell dad jokes until I beg for mercy. 

I held up a lot longer than I expected:

franco-and-liz

Watch the video

Can't get enough of Franco? He'll be a featured speaker during the Content Manager Summit track at this year's Digital Sales & Marketing World along with yours truly!

🎉 Want to see the just-released agendas for all of the industry- and role-specific summits at DSMW2020? Scroll to the bottom of this issue!

👉 "Wait, what's the difference between intent research and keyword research in SEO?" (7-minute read)

You were taught early on in your marketing training how to optimize your website around a list of root keywords that you wanted to rank for. Easy enough, right? Well, SEO has changed a lot over the years — and it will continue to do so, as it is wont to do. For example, search engines are now more focused on trying to learn the why someone searched something instead of just what the searcher typed in. Enter stage left, the idea of intent research. In this article from IMPACT Content Marketing Consultant Brian Casey, you'll learn the critical differences between keyword research and intent research, as well as how to leverage both to help create an SEO strategy for 2020 and beyond.

💬 You asked, we answered

👉 "What is the best way to get started (or smash the reset button) with inbound marketing in 2020?" (2-minute read + video)

Some of you may have tried your hand at inbound marketing before, but experienced lackluster results. On the other hand, you may be dipping your toes in the digital marketing pool for the first time, and you're a little unsure of what you should be doing or what the best path is to guarantee your success. Whether you're looking to start over with inbound or you're giving inbound a go for the first time, we can help. This article from IMPACT Principal Strategist David Little has got you covered with the exact roadmap you need to follow in order to see the best results with inbound marketing

💬 You asked, we answered

👉 "OK, what are the most common problems we need to avoid when working with a video production agency?" (7-minute read)

Ultimately, IMPACT Video Trainer Will Schultz believes that most video should be produced in-house. No one knows your company, your vision, and your goals better than your own team. But there are instances when you may want to hire an outsourced video production agency, as you need advanced expertise and experience to bring a particular vision to life. However, navigating the video production agency relationship can be fraught with challenges. So, in this article from our main video man Will, you'll learn the five most common challenges you may experience with a video production agency and the questions you need to ask ahead of time to avoid them in the first place.

💬 You asked, we answered

📅  Upcoming events

🎧 Latest shows and podcasts

🎉 #DSMW2020 summit agendas are out!

So, as I shared in the last issue, Digital Sales & Marketing World is a lot different this year — after years of being a single-track event, we are going multi-track for 2020

What does that mean for you? Role-specific and industry-specific breakout summits each day, in addition to a dazzling lineup of keynote speakers. 

Check out the in-depth agendas for each summit below:

April 6 (Role-Specific Summits)

Business leaders and managers

Marketing leaders

Sales professionals

Content managers

Videographers

Students and young professionals

Small businesses and solopreneurs 

April 7 (Industry-Specific Summits)

Associations

Manufacturing

Home improvement and construction

Financial and professional services

Marketing agencies

Retail and e-commerce

ABM is B2B

Can't wait to see y'all in April! 

And I will talk to you next week! THE LATEST will have a special guest author for the weekend edition. 

Toodles,