Introducing the Privacy Sandbox on Android
Mobile apps are a core part of our everyday lives. Currently over 90% of the apps on Google Play are free, providing access to valuable content and services to billions of users. Digital advertising plays a key role in making this possible. But in order to ensure a healthy app ecosystem — benefiting users, developers and businesses — the industry must continue to evolve how digital advertising works to improve user privacy. That’s why we originally developed advertising ID to give users more control. Last year we introduced improvements to these controls, but we believe it’s important to go further.
Today, we’re announcing a multi-year initiative to build the Privacy Sandbox on Android, with the goal of introducing new, more private advertising solutions. Specifically, these solutions will limit sharing of user data with third parties and operate without cross-app identifiers, including advertising ID. We’re also exploring technologies that reduce the potential for covert data collection, including safer ways for apps to integrate with advertising SDKs.
The Privacy Sandbox on Android builds on our existing efforts on the web, providing a clear path forward to improve user privacy without putting access to free content and services at risk.
Blunt approaches are proving ineffective
We realize that other platforms have taken a different approach to ads privacy, bluntly restricting existing technologies used by developers and advertisers. We believe that — without first providing a privacy-preserving alternative path — such approaches can be ineffective and lead to worse outcomes for user privacy and developer businesses.
Our goal with the Privacy Sandbox on Android is to develop effective and privacy enhancing advertising solutions, where users know their information is protected, and developers and businesses have the tools to succeed on mobile. While we design, build and test these new solutions, we plan to support existing ads platform features for at least two years, and we intend to provide substantial notice ahead of any future changes.
Working with the industry
Starting today, developers can review our initial design proposals and share feedback on the Android developer site. We plan to release developer previews over the course of the year, with a beta release by the end of the year. We’ll provide regular updates on designs and timelines, and you can also sign up to receive updates.
We know this initiative needs input from across the industry in order to succeed. We’ve already heard from many partners about their interest in working together to improve ads privacy on Android, and invite more organizations to participate.
We’re also committed to working closely with regulators. We’ve offered public commitments for our Privacy Sandbox efforts on the web, including ensuring that we don’t give preferential treatment to Google’s ads products or sites. We’ll apply these principles to our Android work as well, and continue working with the U.K. Competition and Markets Authority, and others.
The Privacy Sandbox on Android is an important part of our mission to raise the bar for user privacy, while giving developers and businesses the tools they need to succeed on mobile. We look forward to working with the industry on this journey.
<div>Here, There & Everywhere: What Does Best-Answer Content Mean For B2B Marketers in 2022?</div>
Fundamentally by its very nature, there will always be a single truly best answer to any question.
So how is best-answer B2B marketing content any different in 2022 than it’s previously been?
Providing that best solution — or to use the term our CEO and co-founder Lee Odden has been using since at least 2011 — being the best answer, may indeed be a singular solution, however the effort that B2B marketers need to make in 2022 to achieve it has changed in several important ways.
Let’s take a look at the key ways that being the best answer in B2B marketing has changed in 2022, and what steps marketers can take to earn best-answer status when it comes to the questions buyers and customers are seeking.
1 — Expanded Digital Touch-Points & Channels
Best-answer B2B content doesn’t only involve providing the best information needed to solve customer questions, because it can’t truly be the best answer if the customer never finds it.
Today’s B2B landscape is undoubtedly more a digital one than ever before, with few fewer in-person and live two-way conversations. These have been significantly replaced by greater time spent on information gathering by buyers and customers, as well as an expanding number of touch-points in more digital channels than ever before.
Information gathering transactions that were formerly face-to-face have increasingly moved to all-digital destinations, with just a few including:
- Brand websites
- Search engines
- Mainstream social media platforms
- Specialty social platforms
- Informal third-party review sites
For today’s B2B content to win out and become a genuine best-answer solution, it can’t exist only in one online location, however, and certainly not just in the echo-chamber of a brand’s own website.
This doesn’t necessarily mean that all best-answer content needs to have at least one element on every single digital platform and channel, however. Although that may someday be the case, today’s best-answer content is presented on the majority of digital channels where B2B customers are seeking specific answers.
Best-answer content also consists of more touch-points along the way, no matter what the digital destinations may be.
Winning content gets that way not only because it provides the best information in the places where people are looking, but also because top content is now often nurtured at each step of the buyer journey. A digital buying journey that includes even one helpful online interaction along the way will pay dividends when decisions are eventually made, and competitors haven’t offered a single nurturing touch-point.
[bctt tweet=”“A digital buying journey that includes even one helpful online interaction along the way will pay dividends when decisions are eventually made, and competitors haven’t offered a single nurturing touch-point.” — Lane R. Ellis @lanerellis” username=”toprank”]2 — More Subject Matter Expert Contributions & Collaboration
Best-answer B2B content in 2022 incorporates rich, well-rounded insight from subject matter experts and collaboration with relevant influencers.
Today’s best-answer content is also more robust than ever, due to increased competition and a general rise in the level of sophistication being offered in each digital channel.
Being the best answer in 2022 brings in the voices and stories of B2B industry experts to help vouch for the quality and authoritativeness of particular content.
One particularly powerful advantage that B2B influence holds over B2C’s traditional paid influencer approach is that influence in B2B is more likely to involve passionate industry experts sharing genuine insight about a particular solution that is done in earnest, rather than in exchange for monetary compensation.
[bctt tweet=”“Influence in B2B is more likely to involve passionate industry experts sharing genuine insight about a particular solution that is done in earnest, rather than in exchange for monetary compensation.” — Lane R. Ellis @lanerellis” username=”toprank”]3 — Elevated Trustworthiness & Authenticity
It’s no secret that trust in marketing has fallen over time, as greater portions of the digital B2B buying journey are conducted solely online today.
Thankfully, this distrust and general skepticism in marketing can sometimes make it easier for truly best-answer B2B content to stand out in the often stormy and unfortunately vast seas of marketing mediocrity.
Authenticity and trustworthiness are hallmarks of best-answer B2B content, and savvy marketers do all they can to expertly bake in as much of both as possible in their efforts.
2022’s best-answer B2B content takes this into account, and uses solutions that go well beyond what traditional paid-only methods can expect to achieve.
For a look at how top marketers are building trust using authentic voices, our own senior content marketing manager Nick Nelson recently looked at what B2B marketers can learn from the late football broadcaster John Madden, in “Broadcast Your B2B Marketing with a Brand Voice that Rings True.”
[bctt tweet=”“If you want to be a trustworthy company, it can’t be just a marketing philosophy. It has to be a business philosophy.” — Margaret Magnarelli @mmagnarelli of @MorganStanley” username=”toprank”]4 — Best-Answer Is Experiential
Best-answer B2B content in 2022 doesn’t just provide information about the right customer solution in the right place at the right time. It now also even needs to go beyond including authentic and trusted expert voices.
To be the best answer in B2B in 2022, winning content must also be presented skillfully in the right formats, so that it is:
- Experiential
- Easy to digest, comprehend, and compare
- Pleasing to interact with
- Simple to share
Just as best-answer B2B content needs to be available on the digital platforms where customers are researching and seeking answers, it also needs to be offered in the formats that customers will take the time to interact with.
Part of the beauty of the digital age we live in is the relative ease with which great information and answers can be presented in multiple formats, so that while old-school Steve can still download his white paper or case study on Slideshare or LinkedIn, Gen Z Caleb can also interact with the same information as part of an interactive Ceros or Optimizely experience.
[bctt tweet=”“It’s critical for B2B marketers to think beyond traditional static content and blog posts as ways to make their brand voices heard.” – Nick Nelson @NickNelsonMN” username=”toprank”]Fly High & Elevate With Best Answer B2B Content
By expanding digital channel touch-points, collaborating with experts, elevating with authenticity, and presenting in experiential formats, being the best-answer for B2B content in 2022 is an achievable outcome for those marketers willing to go the extra distance needed to win in today’s competitive landscape.
We hope that our look at best-answer B2B content, what has changed, and what has remained true, will help inspire and energize your own efforts in 2022 and far into the future.
Building best-answer B2B marketing that elevates, gives voice to talent, and humanizes with authenticity takes considerable time and effort, which is why an increasing number of firms are choosing to work with a top digital marketing agency such as TopRank Marketing. Contact us to learn how we can help, as we’ve done for over 20 years for businesses ranging from LinkedIn, Dell and 3M to Adobe, Oracle, monday.com and others.
The post Here, There & Everywhere: What Does Best-Answer Content Mean For B2B Marketers in 2022? appeared first on B2B Marketing Blog – TopRank®.
<div>Here, There & Everywhere: What Does Best-Answer Content Mean For B2B Marketers in 2022?</div>
Fundamentally by its very nature, there will always be a single truly best answer to any question.
So how is best-answer B2B marketing content any different in 2022 than it’s previously been?
Providing that best solution — or to use the term our CEO and co-founder Lee Odden has been using since at least 2011 — being the best answer, may indeed be a singular solution, however the effort that B2B marketers need to make in 2022 to achieve it has changed in several important ways.
Let’s take a look at the key ways that being the best answer in B2B marketing has changed in 2022, and what steps marketers can take to earn best-answer status when it comes to the questions buyers and customers are seeking.
1 — Expanded Digital Touch-Points & Channels
Best-answer B2B content doesn’t only involve providing the best information needed to solve customer questions, because it can’t truly be the best answer if the customer never finds it.
Today’s B2B landscape is undoubtedly more a digital one than ever before, with few fewer in-person and live two-way conversations. These have been significantly replaced by greater time spent on information gathering by buyers and customers, as well as an expanding number of touch-points in more digital channels than ever before.
Information gathering transactions that were formerly face-to-face have increasingly moved to all-digital destinations, with just a few including:
- Brand websites
- Search engines
- Mainstream social media platforms
- Specialty social platforms
- Informal third-party review sites
For today’s B2B content to win out and become a genuine best-answer solution, it can’t exist only in one online location, however, and certainly not just in the echo-chamber of a brand’s own website.
This doesn’t necessarily mean that all best-answer content needs to have at least one element on every single digital platform and channel, however. Although that may someday be the case, today’s best-answer content is presented on the majority of digital channels where B2B customers are seeking specific answers.
Best-answer content also consists of more touch-points along the way, no matter what the digital destinations may be.
Winning content gets that way not only because it provides the best information in the places where people are looking, but also because top content is now often nurtured at each step of the buyer journey. A digital buying journey that includes even one helpful online interaction along the way will pay dividends when decisions are eventually made, and competitors haven’t offered a single nurturing touch-point.
[bctt tweet=”“A digital buying journey that includes even one helpful online interaction along the way will pay dividends when decisions are eventually made, and competitors haven’t offered a single nurturing touch-point.” — Lane R. Ellis @lanerellis” username=”toprank”]2 — More Subject Matter Expert Contributions & Collaboration
Best-answer B2B content in 2022 incorporates rich, well-rounded insight from subject matter experts and collaboration with relevant influencers.
Today’s best-answer content is also more robust than ever, due to increased competition and a general rise in the level of sophistication being offered in each digital channel.
Being the best answer in 2022 brings in the voices and stories of B2B industry experts to help vouch for the quality and authoritativeness of particular content.
One particularly powerful advantage that B2B influence holds over B2C’s traditional paid influencer approach is that influence in B2B is more likely to involve passionate industry experts sharing genuine insight about a particular solution that is done in earnest, rather than in exchange for monetary compensation.
[bctt tweet=”“Influence in B2B is more likely to involve passionate industry experts sharing genuine insight about a particular solution that is done in earnest, rather than in exchange for monetary compensation.” — Lane R. Ellis @lanerellis” username=”toprank”]3 — Elevated Trustworthiness & Authenticity
It’s no secret that trust in marketing has fallen over time, as greater portions of the digital B2B buying journey are conducted solely online today.
Thankfully, this distrust and general skepticism in marketing can sometimes make it easier for truly best-answer B2B content to stand out in the often stormy and unfortunately vast seas of marketing mediocrity.
Authenticity and trustworthiness are hallmarks of best-answer B2B content, and savvy marketers do all they can to expertly bake in as much of both as possible in their efforts.
2022’s best-answer B2B content takes this into account, and uses solutions that go well beyond what traditional paid-only methods can expect to achieve.
For a look at how top marketers are building trust using authentic voices, our own senior content marketing manager Nick Nelson recently looked at what B2B marketers can learn from the late football broadcaster John Madden, in “Broadcast Your B2B Marketing with a Brand Voice that Rings True.”
[bctt tweet=”“If you want to be a trustworthy company, it can’t be just a marketing philosophy. It has to be a business philosophy.” — Margaret Magnarelli @mmagnarelli of @MorganStanley” username=”toprank”]4 — Best-Answer Is Experiential
Best-answer B2B content in 2022 doesn’t just provide information about the right customer solution in the right place at the right time. It now also even needs to go beyond including authentic and trusted expert voices.
To be the best answer in B2B in 2022, winning content must also be presented skillfully in the right formats, so that it is:
- Experiential
- Easy to digest, comprehend, and compare
- Pleasing to interact with
- Simple to share
Just as best-answer B2B content needs to be available on the digital platforms where customers are researching and seeking answers, it also needs to be offered in the formats that customers will take the time to interact with.
Part of the beauty of the digital age we live in is the relative ease with which great information and answers can be presented in multiple formats, so that while old-school Steve can still download his white paper or case study on Slideshare or LinkedIn, Gen Z Caleb can also interact with the same information as part of an interactive Ceros or Optimizely experience.
[bctt tweet=”“It’s critical for B2B marketers to think beyond traditional static content and blog posts as ways to make their brand voices heard.” – Nick Nelson @NickNelsonMN” username=”toprank”]Fly High & Elevate With Best Answer B2B Content
By expanding digital channel touch-points, collaborating with experts, elevating with authenticity, and presenting in experiential formats, being the best-answer for B2B content in 2022 is an achievable outcome for those marketers willing to go the extra distance needed to win in today’s competitive landscape.
We hope that our look at best-answer B2B content, what has changed, and what has remained true, will help inspire and energize your own efforts in 2022 and far into the future.
Building best-answer B2B marketing that elevates, gives voice to talent, and humanizes with authenticity takes considerable time and effort, which is why an increasing number of firms are choosing to work with a top digital marketing agency such as TopRank Marketing. Contact us to learn how we can help, as we’ve done for over 20 years for businesses ranging from LinkedIn, Dell and 3M to Adobe, Oracle, monday.com and others.
The post Here, There & Everywhere: What Does Best-Answer Content Mean For B2B Marketers in 2022? appeared first on B2B Marketing Blog – TopRank®.
Glass to Power, un caso di successo. la quotazione a Euronext
Glass to Power, un caso di successo che si aggiunge al track record di CrowdFundMe Nuova quotazione per una delle emittenti di CrowdFundMe. Questa volta la protagonista è Glass to Power, società…
L’articolo Glass to Power, un caso di successo. la quotazione a Euronext scritto da Paolo Brambilla proviene da Assodigitale.
Venerdì 18/2 alle 21:30 parleremo di “Forever Young” e di traduzione letteraria in diretta streaming
Venerdì 18 febbraio sarò ospite in video dell’Associazione Astrofili Bolognesi-APS in compagnia degli editori Diego Meozzi e Paola Arosio (Cartabianca) per parlare di Forever Young, l’autobiografia dell’astronauta lunare John Young che Cartabianca ha tradotto in italiano e al quale ho contribuito per la parte tecnica e terminologica.
Se volete, ci troviamo alle 21.30: potrete seguire l’incontro su Facebook o su YouTube. Parleremo non solo di storia dell’esplorazione spaziale ma anche delle difficoltà di tradurre un libro come questo, dal punto di vista linguistico e organizzativo. Se volete porci domande in diretta, ricordatevi di dare il consenso a questo link: streamyard.com/facebook. La serata sarà condotta da Giulio Busi. L’annuncio dell’AAB è qui.
Use these tools to boost Web Stories performance
Once you’ve created content in the form of Web Stories, you’re probably wondering who your Web Stories are reaching and whether they’re resonating with your audience. Google Analytics and Data Studio are easy-to-use tools that help you understand how your Web Stories are performing on your website — or anywhere else on the web.
Viewing Web Stories performance in Google Analytics
The first step to measuring your Web Stories performance with Google Analytics is to set up tracking. Most Web Story editors, including Web Stories for WordPress, MakeStories, Newsroom AI and others, provide a simple way to add tracking in Google Analytics for each story created. You’ll need to provide the UA Tracking ID associated with the Google Analytics property you’re using for Web Stories.
Once your Stories are being tracked, key performance metrics will become available via the Events report in Google Analytics. This report is accessible by navigating to Behavior > Events > Overview in the navigation bar. The metrics available include:
- Story Starts: A measure of how many users started reading your Story. These are reported as pageviews in Google Analytics.
- Time Spent: A measure of how long users spend reading your Story, on average. This metric is helpful when determining how engaging your story is. This is reported as Avg. Time on Page in Google Analytics.
- Story Pages Viewed: A measure of how many users read each page in your Story. This can be a helpful indicator to determine how far users get into your Story and where they might lose interest. These are reported as story_pages_viewed events in Google Analytics, and can be found in the Events Report.
- Story Completions: A measure of how many users completed your Story by reaching the last page. These are reported as story_completion events in Google Analytics.
The Events Overview report in Google Analytics will report the story title under Event Category. You can click into each of your Stories listed to view data for each of the metrics above by selecting Event Action as the primary dimension.
Even simpler access to Web Story performance insights with Data Studio
The Web Stories Insights dashboard template in Data Studio provides an overview of your Web Stories’ performance by pulling data from Google Analytics into a simple and visually engaging report. The dashboard displays several essential metrics to consider when evaluating performance, including:
- Key Metrics: Story Starts, Page Views, Time Spent and Completion Rate
- Audience Metrics: Age, Gender and Device breakdown across all stories published
- Top Stories: Your top 10 stories during the selected time period, sorted by Story Starts
- Traffic Channels: An overview of where users are finding and reading your Web Stories
- Story Level Performance: Key metrics and a breakdown of pageviews for a specific story are available on the ‘Story Level’ page.
Anyone can access the dashboard by visiting goo.gle/web-stories-insights and selecting your Google Analytics account via the Click to Select your Data dropdown. Note you’ll only have access to analytics that your Google account is linked to, so be sure to verify which account you’re using. You can also create a copy of the template and adjust it according to your specific analytics needs.
We hope that Google Analytics and Data Studio will help you improve your Web Stories for your audience.
Il vero finale di 1984
Ultimo aggiornamento: 2022/02/16 10:40.
Allerta spoiler: questo articolo descrive il finale del libro 1984 di George Orwell. Se non volete sapere come finisce il romanzo, non leggete oltre.
Adoro scoprire qualcosa che ribalta le mie certezze e amplia le mie conoscenze. Avete presente 1984 di George Orwell? Il romanzo famoso per la sua visione apocalitticamente pessimista di una dittatura che controlla le persone attraverso una sorveglianza continua e ossessiva e una continua, opprimente riscrittura del passato e una neolingua fatta appositamente per impedire pensieri sovversivi?
La narrazione nel romanzo si conclude (allerta spoiler) con la resa totale del protagonista, Winston Smith, che subisce un memorabile lavaggio del cervello. Il regime sembra destinato a durare per sempre, impermeabile a qualunque tentativo di ribellione. “Se vuoi un‘immagine del futuro, immagina uno stivale che calpesta un volto umano — per sempre” gli dice fiero e inesorabile uno dei suoi torturatori.
È un finale forte, duro, che ha contribuito non poco a imprimere nella cultura i concetti di 1984. Ma non è il vero finale.
Questo thread su Twitter, infatti, fa notare che l’appendice linguistica al libro (Principles of Newspeak o Principi di Neolingua, disponibile qui in inglese), che molti non leggono (o leggono distrattamente), contiene alcune rivelazioni annidate tra le righe. Traduco e riassumo il thread.
L’appendice è scritta da storici nel futuro nell’universo del romanzo, e questi storici descrivono un sistema (la Neolingua) che è scomparso. Vuol dire che il regime (Ingsoc o Socing nell’edizione italiana) è crollato, e suggerisce che sia crollato prima del 2050. In altre parole, 1984 ha una specie di lieto fine.
L’appendice dice che la Neolingua descritta in 1984 è raccolta nella nona e decima edizione del dizionario di Neolingua e che l’undicesima edizione fu quella finale. Non si sa quando il Partito è salito al potere o ha dato il via alla Neolingua, ma se è già arrivato alla decima edizione nel 1984 o giù di lì e il Partito non sale al potere prima del 1959, allora le edizioni vengono pubblicate al massimo ogni tre o quattro anni. Se la decima edizione viene pubblicata all’incirca nell’epoca degli eventi descritti nel libro e il Socing dura abbastanza da produrre un’undicesima edizione ma non una dodicesima, questo vuol dire che il regime è crollato circa un decennio dopo gli avvenimenti raccontati.
Un altro indizio è che era prevista la traduzione in Neolingua dei classici della letteratura inglese, per poi distruggere gli originali. La fine di questa traduzione era prevista per non prima del primo o secondo decennio del ventunesimo secolo. Ma i tempi verbali, e il fatto che i futuri autori dell’Appendice danno per scontato che i lettori conoscano le opere di Shakespeare, Milton, Jefferson e altri, fanno presumere che l’Ingsoc sia crollato appunto prima del primo o secondo decennio del ventunesimo secolo.
E ancora: O’Brien (il torturatore di Winston Smith) promette di eliminare totalmente la sua esistenza come dimostrazione del potere del Partito: “Né un nome in un registro, né un ricordo in un cervello in vita”. Ma l’Appendice cita “Il Ministero della Verità, dove lavorava Winston Smith”, e questo implica che i futuri autori dell’Appendice siano al corrente dell’esistenza di Smith e che il suo ricordo non sia quindi stato estirpato.
Orwell avrebbe quindi scritto un epilogo ottimista, ma lo avrebbe nascosto sotto forma di appendice tecnica, ignorata da tanti perché sembrava semplicemente un saggio linguistico. E ha fatto bene, perché sarebbe stato un crimine letterario guastare il pugno allo stomaco di quell’“Amava il Grande Fratello” appiccicandovi un epilogo esplicito a lieto fine. Il lieto fine c’è, ma Orwell te lo fa sudare.
___
Luca Frusone mi segnala via Twitter un’altra peculiarità decisamente orwelliana delle varie edizioni di 1984: non sono tutte uguali, e anzi differiscono in un aspetto fondamentale: la presenza o assenza di un singolo carattere di stampa, forse per errore o su istruzione di Orwell stesso, che cambia completamente la vicenda di Winston Smith. Cosa decisamente ironica, visto che uno dei temi del libro è l’alterazione dei documenti per adattare la storia al volere politico. Se vi interessa, la trovate in inglese qui.
<div>Sony Link Buds: ‘Il buco con l’auricolare intorno’</div>
Here’s how local news in the UK is using News Showcase
Editor’s note: This is part of our ongoing series featuring local publishers from around the world using Google News Showcase, our new product and licensing program for publishers, the Google News Initiative and other products and features. Read more in our series, from CityNews in Italyand ADIRA in Argentina.
DC Thomson is one of the UK’s leading media companies. Headquartered in Dundee, Scotland, it has been publishing newspapers and magazines for well over 100 years. We’re a privately owned, family-run business with people, customers and communities at the heart of our operations. In addition to our newspaper and magazine portfolio, we also publish classic titles such as the comics Oor Wullie, The Broons, The Beano and Commando, and have been diversifying into digital technology, radio, TV and events. Using audience insight and data, we create content and experiences that connect with our customers and build loyal communities. One of the new ways of working that is helping us to more deeply engage with readers is Google News Showcase, which we joined in February of last year.
Since we launched our content on Google News Showcase, we’ve been serving both paywalled and non-paywalled content from our titles, such as The Courier and The Evening Telegraph, the Press & Journal and Evening Express, and The Sunday Post, to readers. News Showcase allows us to decide how our content appears on Google News and on Discover, a Google service that allows people to customize their feed to match their interests. We publish and curate several news panels throughout each day, which allows us to tell stories differently, expand on a topic and give our readers and new audiences different ways into the news. It gives us additional opportunities to continue to more deeply engage our readers and help them understand important stories.
Working with Google to re-focus on our audiences
Through the Wan-IFRA’s table stakes program supported by the Google News Initiative (GNI), we learned how to better serve audiences with the content they were looking for, on platforms they are already using and in the moments when they want it. We discovered how to turn occasional users into subscribers, create revenue from those new audiences, build partnerships with third parties to expand our skills and drive audience growth. We transitioned from being 95% print focused to being truly audience focused, serving outstanding digital content.
Delivering interest-based content
We achieved all this by reorganizing our newsrooms to create 10 small, specialized “Mini Publisher Teams,” each serving a variety of distinct audiences, with content including food and drink, nostalgia, transport and environment, crime and courts and health and wellbeing. The teams have the autonomy to make data-driven decisions relating to their content and are encouraged to be creative in how they produce it — all with the aim of increasing engagement and moving users through the funnel to becoming loyal subscribers.
An example of one of the visualizations created by a DC Thomson publication.
By focusing on content verticals, investing in digital journalism like podcasts and video, and testing out data visualization tools, we have seen newsletter sign ups grow by 68% over an 18 month period.
Another example of one of the visualizations created by a DC Thomson publication
Improving how we monetize and curate news to deepen engagement with audiences
One of the biggest challenges companies like ours are facing right now is finding new sources of revenue. The digital transformation inspired in part by the GNI program enabled us to produce ever more compelling premium content that was valued by our readers. For example, on The Courier we have locked more premium content and premium content now accounts for 85% of sales, almost doubling in volume. The result: after starting the programme with a few hundred subscribers we now have a five-figure subscriber base.
Sustainable growth through subscriptions
Most recently we participated in the Subs Lab Europe, an eight-month program run by the GNI, the International News Media Association (INMA) and FT Strategies. The Lab has changed our way of working and now we focus more on cross-functional experimentation — even when we don’t know the answer to a particular challenge. We ran a number of experiments during the program with meaningful results: we grew subscription sales by more than 180% in 8 weeks after once again experimenting with content behind our paywall. We increased the proportion of annual subscriptions sold by 400%. And we launched five new newsletters, which quickly earned the best open and click-through rates in The Courier’s portfolio.
Together, Google News Showcase and these GNI programs are helping us to shape our business plan for the next 18 months. They’re enabling us to get more economic value from our quality journalism, reach and engage new audiences and grow our subscribers at an important time for the news industry.
Il “caro bollette” non è più sostenibile. Cosa si può fare?
Nella Manovra di Bilancio vengono stanziati 3,8 miliardi per fare fronte all’innalzamento dei costi di gas ed elettricità. Nel primo trimestre del 2022 si è registrato un aumento del costo…
L’articolo Il “caro bollette” non è più sostenibile. Cosa si può fare? scritto da Paolo Brambilla proviene da Assodigitale.
Sirius: A publishing system for Le Monde and beyond
Editor’s note from Ludovic Blecher, Head of Google News Initiative Innovation: The GNI Innovation Challengeprogram, inspired by the European DNI Fundwhich went before it, is designed to stimulate forward-thinking ideas for the news industry. The story below by Sacha Morard, CTO of Le Monde Group, is part of an innovator seriessharing inspiring stories and learnings from funded projects.
Le Monde’s founder, Hubert Beuve-Méry, used the pen name “Sirius” when writing articles about the French resistance during World War II. The name is believed to have originated from a misspelling of the word “serious.” So when our team at Le Monde, one of the main French national news outlets, needed a content management system to handle the creation of both print and digital content, we gave a nod to our history and launched Sirius: a serious platform to take the newsroom into a digital future.
The editorial staff of Le Monde conceived and designed Sirius after they discovered there was no software on the market that would truly fit their needs to manage content internally for both a print newspaper and digital channels. The editorial staff then worked with our team of 100 developers to create the new system with funding through the Digital News Innovation (DNI) Fund, a part of the Google News Initiative.
As software development isn’t generally a day-to-day part of the newspaper’s mission, we’ve ended up with something like a startup within the newsroom. The team is composed of a product manager, two product owners, a technical lead, a designer and several developers. Also, for each project and each feature, we identify editorial experts. As a result, members of the newsroom participate in all the development phases of Sirius, from story mapping of a feature through the validation of mock-ups and user testing.
News organizations don’t buy a content management system like one would buy milk at the grocery store. It requires a lot of thought, and above all, it requires the organization to be ready for change. Sirius helps editorial teams make their digital transition, because it allows them to organize editorial staff around both print and digital products in a content agnostic way.
Word soon got around about what we were building, and that sparked interest from within the Le Monde Group and now L’Obs, Télérama and Courrier International also use Sirius. We have also developed partnerships with several other news organizations, such as with the Swiss newspaper Le Temps and the sports paper L’Equipe.
Our partnerships start with us meeting the editorial staff to study their processes and tools. The objective is to understand how to set up Sirius to meet the needs of the client’s editorial staff. Then we accompany the editorial staff in the configuration, and the creation of technical interfaces between the different systems (print, web, mobile, push, social networks). Once everything is set, we proceed with the training, a crucial step to get everyone on board.
Sirius also includes other tools like Forecast, a data collection system for editorial use. Forecast delivers, for example, information about the likelihood that an article will be read and whether it will potentially lead a reader to become a subscriber. Capping is another feature that allows the publisher to limit how many people can share subscriber accounts, thus increasing the value of the digital subscription.
The development of Sirius is an essential engine for our digital growth and is also a system that has proven itself across several different publishers. Thanks to the data present in Sirius, the marketing team can analyze publication times, traffic and conversions generated, and make recommendations. When marketing and editorial worked together on the best timing for publication, the average traffic per article jumped 154% between 2018 and 2021. We have also significantly raised the number of people who become subscribers per article within this timing publication section, with a 356% increase.
Hubert Beuve-Méry could never have imagined how the name Sirius would live in the future when he signed articles during World War II. But our news staff resurfaced it to honor the newspaper’s past, while bridging a path forward in the digital age.
Crowdfunding. Le serre idroponiche automatizzate fanno incetta di investimenti
Le serre idroponiche automatizzate di Tomato +, per la coltivazione, domestica e professionale, di verdure con capsule biodegradabili, macinano ricavi e fanno incetta di investimenti su CrowdFundMe– unica piattaforma di Crowdinvesting (Equity Crowdfunding,…
L’articolo Crowdfunding. Le serre idroponiche automatizzate fanno incetta di investimenti scritto da Paolo Brambilla proviene da Assodigitale.
RigeneraMi, RICONDIZIONARE PC, TABLET E SMARTPHONE DA DONARE
Il progetto RigeneraMi avrà inizio sabato 19/02/2022 presso il centro C.A.M. (Centro di Aggregazione Multifunzionale) di Lampugnano dalle ore 14:00 alle ore 17:00. Il Rotaract Milano Sforza lancia il progetto RigeneraMi Il service…
L’articolo RigeneraMi, RICONDIZIONARE PC, TABLET E SMARTPHONE DA DONARE scritto da Paolo Brambilla proviene da Assodigitale.
Will You B2B Mine? What 15 Top Marketers Love About B2B Marketing on Valentine’s Day
It’s February 14th and while couples around the world over are celebrating their love, B2B marketers have plenty to love about marketing in 2022.
The pandemic accelerated the digital transformation of many B2B brands to meet the needs and expectations of digital first buyers and that increased digital focus has opened up a new world of opportunities to engage buyers in more meaningful ways.
When starting out in marketing so many years ago, I had no idea what my career or the world would look like in 2022. But I’ve definitely caught the love bug for business to business marketing. What I am most optimistic about in 2022 is our focus on optimizing and elevating the practice of B2B marketing by doing some of the things I love most: humanizing marketing, creating more meaningful marketing experiences and giving voice to talent.
Of course it’s not just me that feels this optimism. To take the temperature of love for B2B marketing, I reached out to some of the most respected and influential voices in the business marketing world plus some of the team at TopRank Marketing and asked: What do you love most about B2B marketing? Of course, the amazing Ann Handley kicked things off with a poem:
A Love Poem for B2B Marketers by Ann Handley @marketingprofs
Author, Friend of Lee, Poet Laureate of B2B Marketing
Roses are red
Violets are blue
Are you, blog reader, a
B2B Marketer, too?
Do you love SEO
Analytics and Ads?
All the B2B basics!
None of them fads.
Me, too, my sweets!
And don’t forget newsletters!
Which every org needs…
If they only knew better.
So hugs to you, my B2B friend.
(And your violets of blue.)
I’m glad you’re in love…
With B2B, too.
Ann really elevates the bar when it comes to content and why shouldn’t she? One of the great opportunities for the B2B marketing world is to break free of status quo and mediocrity and embrace the content formats, styles and narratives that make experiences more meaningful (and less mechanical). So what do other top marketers love about B2B?
Let us count the ways…
“I’m in love with B2B buyer engagement. You know, that feeling you get when your content/message really connects and serves. And you know because they click to read the next related piece or comment and share or reach out with a question. Makes my day! Every. Single. Time.”
Ardath Albee @ardath421
CEO & B2B Marketing Strategist
Marketing Interactions
“I love that there is not a lot of BS in B2B marketing — it’s about solving problems. Unlike consumer marketing, B2B marketing is truly designed to make people’s work lives better by lending a helping hand.”
Tequia Burt @TequiaBurt
Editor in Chief, LinkedIn Marketing Solutions Blog
LinkedIn
“What I love about B2B marketing is its precision. B2B – or any complex sale with multiple decisioning steps and stakeholders – has a wealth of data you can use to build analytics and machine learning models and deeply understand your customer. Because the volume isn’t as high, you can spend more time learning what your customers need and dialing into fulfilling those needs with precision.”
Christopher Penn @cspenn
Co-Founder and Chief Data Scientist
TrustInsights.ai
“What do I love most about B2B marketing? B2B buyers need to learn about the solutions to complex problems. They need to educate the CFO and the rest of their team why spending money on our solutions will pay off. And so we get to explain the role of AI in cloud computing, the value of customer experience, the importance of data quality, and why content marketing is better than ads. Helping people is fun. And that’s why B2B Marketing is a labor of love.”
Michael Brenner @BrennerMichael
CEO
Marketing Insider Group
“I have a passion for developing relationships as part of my role leading influencer marketing and being an active member in online communities. These relationships go far beyond just a pitch to be part of a campaign and transform into long-term relationships that have both personal and professional benefits.”
Justin Levy @justinlevy
Director, Social and Influencer Marketing
Demandbase
“There are so many disciplines you can learn if you are in B2B. It’s so much more than just paid ads and creative development on the consumer side. What’s not to like about B2B Marketing? LOL!”
Pam Didner @PamDidner
Speaker, Author, Podcaster
Relentless Pursuit
“The ability to directly impact business results. Even in long, complex buying cycles, we can drive and measure marketing’s impact where it counts – on metrics you can buy a beer with!”
Matt Heinz @HeinzMarketing
President, Heinz Marketing
“What I love most about B2B Marketing: The gift of humor brings such a joyful surprise to ads! Many marketers mistakenly believe that because the B2B buying cycle is so much more complex, our content must be serious. Nonsense!! Laughter is the best way for marketers to earn trust.” (The Perfect Gift for Valentine’s Day, From Cisco)
Tim Washer @timwasher
Leap CMO Advisor
Demand Spring
“I love the opportunity B2B firms have to reimagine marketing. Today, B2B marketers are stewards of brand promise and digital mavens creating new experiences with tech-empowered teams. There is never a dull moment, always a chance to improve, re-think the status quo, learn and grow. xoxo”
Katie Martell @KatieMartell
Creator
“I love that so many B2B marketers fell into the role before falling in love with it. I don’t think you’ll meet many people who said in their career, ‘I can’t wait to become a B2B marketer’ then again, it’s tough to find a B2B marketer who isn’t passionate about what they do. I think this is because it’s a discipline flourishing with creativity in the face of something traditionally seen as boring. Add to that the increasingly blurred lines between what works in B2C vs. B2B and what’s not to love?”
Jason Miller @JasonMillerCA
Marketing Director
CreativeX
“The thing that I love about B2B marketing is finding the human, moving stories within even the most techy brands. It’s so rewarding to find that emotional center and bring it to center stage!”
Joshua Nite @NiteWrites
Senior Content Marketing Manager
TopRank Marketing
“The thing I love most about B2B marketing is that the content is truly about quality. It requires strategy, collaboration and thought that is deeper than just visual cues.”
Amy Otis @amy_otis
Account Manager
TopRank Marketing
“I love the way B2B marketing gives me the chance to tell stories that have defined impact. I can see the words I wrote or the story I told and know that it changed something for someone, and that that change was for the better.”
Sam Kirchoff
Internal Marketing Manager
TopRank Marketing
“On Valentine’s Day 2022 as I reflect on what I love the most about B2B marketing, it’s clearly the kind, talented people who I get to work with, from a wide range of B2B industries, and the difference we get to make together in the lives of people around the world.”
Lane R. Ellis @lanerellis
Content and Social Media Manager
TopRank Marketing
For more B2B marketing love and inspiration, check out these posts:
- Adobe’s Rani Mani: 5 Tips For Creating Your B2B Influencer Marketing Love Affair
- Fundamentals of Generational Marketing: Passion Points
- Lovestruck: Why We’ve Fallen in Love with B2B Content Marketing
If you’re feeling inspired, tell us: what do you love most about B2B marketing?
The post Will You B2B Mine? What 15 Top Marketers Love About B2B Marketing on Valentine’s Day appeared first on B2B Marketing Blog – TopRank®.
Will You B2B Mine? What 15 Top Marketers Love About B2B Marketing on Valentine’s Day
It’s February 14th and while couples around the world over are celebrating their love, B2B marketers have plenty to love about marketing in 2022.
The pandemic accelerated the digital transformation of many B2B brands to meet the needs and expectations of digital first buyers and that increased digital focus has opened up a new world of opportunities to engage buyers in more meaningful ways.
When starting out in marketing so many years ago, I had no idea what my career or the world would look like in 2022. But I’ve definitely caught the love bug for business to business marketing. What I am most optimistic about in 2022 is our focus on optimizing and elevating the practice of B2B marketing by doing some of the things I love most: humanizing marketing, creating more meaningful marketing experiences and giving voice to talent.
Of course it’s not just me that feels this optimism. To take the temperature of love for B2B marketing, I reached out to some of the most respected and influential voices in the business marketing world plus some of the team at TopRank Marketing and asked: What do you love most about B2B marketing? Of course, the amazing Ann Handley kicked things off with a poem:
A Love Poem for B2B Marketers by Ann Handley @marketingprofs
Author, Friend of Lee, Poet Laureate of B2B Marketing
Roses are red
Violets are blue
Are you, blog reader, a
B2B Marketer, too?
Do you love SEO
Analytics and Ads?
All the B2B basics!
None of them fads.
Me, too, my sweets!
And don’t forget newsletters!
Which every org needs…
If they only knew better.
So hugs to you, my B2B friend.
(And your violets of blue.)
I’m glad you’re in love…
With B2B, too.
Ann really elevates the bar when it comes to content and why shouldn’t she? One of the great opportunities for the B2B marketing world is to break free of status quo and mediocrity and embrace the content formats, styles and narratives that make experiences more meaningful (and less mechanical). So what do other top marketers love about B2B?
Let us count the ways…
“I’m in love with B2B buyer engagement. You know, that feeling you get when your content/message really connects and serves. And you know because they click to read the next related piece or comment and share or reach out with a question. Makes my day! Every. Single. Time.”
Ardath Albee @ardath421
CEO & B2B Marketing Strategist
Marketing Interactions
“I love that there is not a lot of BS in B2B marketing — it’s about solving problems. Unlike consumer marketing, B2B marketing is truly designed to make people’s work lives better by lending a helping hand.”
Tequia Burt @TequiaBurt
Editor in Chief, LinkedIn Marketing Solutions Blog
LinkedIn
“What I love about B2B marketing is its precision. B2B – or any complex sale with multiple decisioning steps and stakeholders – has a wealth of data you can use to build analytics and machine learning models and deeply understand your customer. Because the volume isn’t as high, you can spend more time learning what your customers need and dialing into fulfilling those needs with precision.”
Christopher Penn @cspenn
Co-Founder and Chief Data Scientist
TrustInsights.ai
“What do I love most about B2B marketing? B2B buyers need to learn about the solutions to complex problems. They need to educate the CFO and the rest of their team why spending money on our solutions will pay off. And so we get to explain the role of AI in cloud computing, the value of customer experience, the importance of data quality, and why content marketing is better than ads. Helping people is fun. And that’s why B2B Marketing is a labor of love.”
Michael Brenner @BrennerMichael
CEO
Marketing Insider Group
“I have a passion for developing relationships as part of my role leading influencer marketing and being an active member in online communities. These relationships go far beyond just a pitch to be part of a campaign and transform into long-term relationships that have both personal and professional benefits.”
Justin Levy @justinlevy
Director, Social and Influencer Marketing
Demandbase
“There are so many disciplines you can learn if you are in B2B. It’s so much more than just paid ads and creative development on the consumer side. What’s not to like about B2B Marketing? LOL!”
Pam Didner @PamDidner
Speaker, Author, Podcaster
Relentless Pursuit
“The ability to directly impact business results. Even in long, complex buying cycles, we can drive and measure marketing’s impact where it counts – on metrics you can buy a beer with!”
Matt Heinz @HeinzMarketing
President, Heinz Marketing
“What I love most about B2B Marketing: The gift of humor brings such a joyful surprise to ads! Many marketers mistakenly believe that because the B2B buying cycle is so much more complex, our content must be serious. Nonsense!! Laughter is the best way for marketers to earn trust.” (The Perfect Gift for Valentine’s Day, From Cisco)
Tim Washer @timwasher
Leap CMO Advisor
Demand Spring
“I love the opportunity B2B firms have to reimagine marketing. Today, B2B marketers are stewards of brand promise and digital mavens creating new experiences with tech-empowered teams. There is never a dull moment, always a chance to improve, re-think the status quo, learn and grow. xoxo”
Katie Martell @KatieMartell
Creator
“I love that so many B2B marketers fell into the role before falling in love with it. I don’t think you’ll meet many people who said in their career, ‘I can’t wait to become a B2B marketer’ then again, it’s tough to find a B2B marketer who isn’t passionate about what they do. I think this is because it’s a discipline flourishing with creativity in the face of something traditionally seen as boring. Add to that the increasingly blurred lines between what works in B2C vs. B2B and what’s not to love?”
Jason Miller @JasonMillerCA
Marketing Director
CreativeX
“The thing that I love about B2B marketing is finding the human, moving stories within even the most techy brands. It’s so rewarding to find that emotional center and bring it to center stage!”
Joshua Nite @NiteWrites
Senior Content Marketing Manager
TopRank Marketing
“The thing I love most about B2B marketing is that the content is truly about quality. It requires strategy, collaboration and thought that is deeper than just visual cues.”
Amy Otis @amy_otis
Account Manager
TopRank Marketing
“I love the way B2B marketing gives me the chance to tell stories that have defined impact. I can see the words I wrote or the story I told and know that it changed something for someone, and that that change was for the better.”
Sam Kirchoff
Internal Marketing Manager
TopRank Marketing
“On Valentine’s Day 2022 as I reflect on what I love the most about B2B marketing, it’s clearly the kind, talented people who I get to work with, from a wide range of B2B industries, and the difference we get to make together in the lives of people around the world.”
Lane R. Ellis @lanerellis
Content and Social Media Manager
TopRank Marketing
For more B2B marketing love and inspiration, check out these posts:
- Adobe’s Rani Mani: 5 Tips For Creating Your B2B Influencer Marketing Love Affair
- Fundamentals of Generational Marketing: Passion Points
- Lovestruck: Why We’ve Fallen in Love with B2B Content Marketing
If you’re feeling inspired, tell us: what do you love most about B2B marketing?
The post Will You B2B Mine? What 15 Top Marketers Love About B2B Marketing on Valentine’s Day appeared first on B2B Marketing Blog – TopRank®.