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Columns

Columns

To help you navigate the online marketing industry, Marketing Land publishes daily columns by a host of marketing experts on a wide variety of topics. Offering insight on online marketing strategies, as well as techniques and tactics in every aspect of marketing, you can keep up with your areas of interest via email or feeds for individual columns as new articles are published.

  • Analytics & Marketing – What’s working? What’s not working? You’ll never know without a good command of analytics. Learn what metrics count for your marketing goals, and how to move the needle.
  • Content Marketing – Learn how to come up with fresh and original content for your website and social media activity, and get tips on how to develop a winning editorial calendar for your blogging efforts, whitepapers and more to find success in creating relationships with customers by providing valuable content aligned with your brand.
  • Creative of the Day – Our daily column of the very best digital marketing ideas and innovative, original creative.
  • Design, Usability & Conversion – You use search, display email or mobile to attract prospective customers to your web site. And then what happens? That’s what this column is all about — how to design your site and landing pages to achieve your marketing goals.
  • Driving the Modern Marketing Organization – Designing and building the right marketing organization is one of your most important responsibilities as a CMO. If you are facing digital disruption and need to drive rapid business growth, then you have an even greater imperative to organize the right way and attract the right talent to your team.
  • Display Advertising – Targeting, optimization and creative are just a few of the topics tackled in Marketing Land’s Display Advertising column. We’ll also discuss media buying — ad networks, big publishers, real-time-bidding (RTB), retargeting and demand-side platforms (DSPs) — to help you get the best bang for your buck from your display dollars.
  • Email Marketing – You’ve known all along that rumors of email’s demise have been greatly exaggerated. It’s still the workhorse of online marketing. Check out our experts’ insights on everything from copywriting to deliverability.
  • Marketing Strategies – The big picture — how to make all the pieces of your marketing plan, as well as your agency or brand team, fit together into a harmonious, effective whole.
  • Martech – Martech is the blending of marketing and technology. Our columnists cover issues related to marketing technology, including how to choose the right technological solution, how to hire for martech jobs, and how to get tools and teams to work together.
  • Mobile Marketing – If you’re like most people, your smartphone or tablet computer have become must-have accessories. How best to market to folks on the go? Read Marketing Land’s Mobile Marketing column for the latest tips and techniques for these emerging platforms.
  • Retail – Marketers responsible for online, or even brick-and-mortar sales, have unique challenges and concerns involving every aspect of digital. In this column, our experts tackle the issues of importance to this group, helping them make the most of every time of year.
  • Search Marketing – What’s new and interesting in the world of search marketing? What role should search play in your overall marketing plan? Our expert contributors weigh in.
  • Social Media Marketing – Looking to establish or enhance a social media presence for your brand? Look no further. We’ll cover everything from Facebook Pages to Twitter Promoted Tweets, to Google+ links to AdWords, also exploring emerging ways to connect with your customers through social media.
  • Latest
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Unlock actionable tactics to craft compelling content

Join us online at SMX Create, April 13, to learn how amazing content can drive awareness, traffic, conversions, and...

Lauren Donovan | Mar 1, 2021 at 10:25 am ET
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Is your transformation strategy really a strategy?

As you move from defining a strategy into planning and execution, if 95% of employees don’t know where you’re going, there’s a 100% chance...

Mark Berns | Nov 23, 2020 at 1:24 pm ET
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How DuckDuckGo (and Microsoft) benefit from Google’s sprawling advertising business

Smaller search engines are able to monetize their results with Google’s advertiser base to reach searchers on those properties with as few...

Andy Taylor | Nov 23, 2020 at 1:22 pm ET

 

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Is your website at risk for an ADA accessibility lawsuit?

It's not only the right thing to comply to help users, but the majority of lawsuits over compliance with the Americans with Disability Act are...

Richard Horvath | Nov 12, 2020 at 8:06 am ET
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How to effectively plan sprints for agile marketing teams

Being a little conservative on the commitment at first is better than constantly taking on too much work and not...

Stacey Ackerman | Nov 11, 2020 at 8:48 am ET
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How to show Lighthouse Scores in Google Sheets with a custom function

Learn how to use machine learning to streamline your reporting workflows right within Google...

Richard Fergie | Nov 9, 2020 at 2:49 pm ET
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Here’s how email marketers can stay sane amid this holiday season’s uncertainty

Here are three ways you can navigate the uncertainty and focus on what you need to do to survive hurricanes, elections, COVID, working from home...

Ryan Phelan | Oct 21, 2020 at 12:01 pm ET
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What your CMO needs to hear about agile marketing

Here's what to say (and what not to say) to your executive to identify the value of agile marketing and how to give your team the support it...

Stacey Ackerman | Oct 14, 2020 at 8:05 am ET
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How to make your data sing

Stop reporting absolute numbers and put your data into context with ratios to engage your stakeholders with the smaller, but important, data...

Alan K'necht | Oct 13, 2020 at 8:50 am ET
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A closer look at MarTech role types and T/I-shaped individuals

There are assumptions about team members with specialties and those that can perform all functions. But what works in one situation may not make...

Steve Petersen | Oct 6, 2020 at 8:05 am ET
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Stop forcing your B2B marketing org structure on your buyer’s journey

Our B2B marketing organizational structures are getting in the way of our ability to connect with buyers, create exceptional experiences and...

Scott Vaughan | Sep 25, 2020 at 11:00 am ET
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This decade’s most important marketing question: What data rights do advertisers possess?

Google's move to reduce advertisers' visibility into search terms reporting raises big questions about data access in the age of automation....

Kirk Williams | Sep 17, 2020 at 9:22 am ET
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Predictions for holiday 2020 V400.0? Be ready for anything

Consumer inboxes will likely see a tidal wave of email during the holiday season so let's dive into a few ways to get...

Ryan Phelan | Sep 17, 2020 at 8:02 am ET
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3 ways to make your agility during the pandemic a foundational tool for the longterm

To succeed with agile, marketers need to accept imperfection and experiment to fine-tune as you learn more from doing, not just...

Stacey Ackerman | Sep 11, 2020 at 8:06 am ET
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Back to school looks very different this year

For back to school season, know that virtual and online schooling is top of mind, and parents are leveraging search to know and do...

Christi Olson | Aug 26, 2020 at 8:05 am ET
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2020 Google paid search trends that have nothing to do with the pandemic

With close variant taking the place of broad match, limiting keywords isn't enough for keeping query-to-keyword matches...

Andy Taylor | Aug 25, 2020 at 8:05 am ET
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Martech stack documentation is vital, here are some tips to do it right

By maintaining documentation, important details are shared more easily and less likely to fall through the...

Steve Petersen | Aug 25, 2020 at 8:05 am ET
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How to improve workflow with Kanban

Empowering teams to analyze their current work can uncover bottlenecks that help everyone work more efficiently to complete...

Stacey Ackerman | Aug 21, 2020 at 10:57 am ET
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How search data can inform larger online business decisions

Decision makers in their respective silos are generally unaware of the value in the data Google shares so it's your job to disperse this...

Sebastian Compagnucci | Aug 5, 2020 at 8:05 am ET
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Business stress is no excuse to spam

Look at your email practices and make sure you are not stepping over ethical boundaries by assuming permission that has not been...

Ryan Phelan | Aug 4, 2020 at 10:27 am ET
  • Previous Articles »
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