Hello and welcome back to The Completely Download looking at the news, research, and interesting resources the team have been reading/watching.
For those of you who missed the last post, The Completely Download is collated by our Marketing Manager Max, pulling from the various sources. Originally shared internally only we are now sharing it with you and we hope you find it full of useful and informative information.
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Aiming to give you the key takeaways each post contains a link to the original source and a TL:DR (Too Long:Didn't Read) section that summarises the main point/s for you.
We'd love your feedback so please jump in the comments and share your thoughts.
Without further ado here is issue 8.
What we're reading/watching
B2B Marketing (YouTube Channel) > Ignite 2018 Keynote 1. Rory Sutherland: Think you understand your buyers? Think Again. (video)
TL:DR Rory Sutherland is the Executive Creative Director of OgilvyOne and is described as the 'father' of behaviour science in marketing. This is his keynote speech from B2B Marketing's Ignite event.
Rory talks about how you need to understand the role of context in marketing and how this can influence the perception of your brand/product/service.
The keynote is a must watch, Rory makes a lot of great points and if taken on board will help improve how you think about marketing. In short, context is key, and you should avoid thinking that your audience is making rational buying decisions, especially in B2B where decisions can be even more irrational than B2C.
Search Engine Land > Google updates its search quality rating guidelines
TL:DR You might not know that Google contracts over 10,000 search quality raters across the globe. These people rate websites on a variety of criteria as laid out in Google's search quality rating guidelines.
The latest version of these guidelines has been published and there are some interesting implications for the future of Google search.
The two big changes are that Google is asking raters to look at the reputation of the content writers on your website and the 'beneficial purpose' of the content.
Now it is unlikely that these factors are going to start immediately influencing your search rankings, but the fact they are in the guidelines means there is a good chance they are going to matter in the future.
What this means is you need to make sure the content you produce adds value, this isn't anything new but few companies get it. If your content does not provide the reader with a useful takeaway it is rubbish and may even come to harm your SEO in the future.
When it comes to content on your website quality is what matters most. Quantity will help but high quantity low quality is more likely to damage your SEO than help. Pro tip ditch the short meaningless blog posts every week and focus on one in-depth piece once a month that aims to give your audience something they can use. Like this blog post for example.
The reputation aspect could have big implications for authorship, you'll need to make sure any content authors on your site have profiles explaining their background and qualifications and don't go bringing in guest content writers without first checking out their background.
TechCrunch > The Amazonization of Whole Foods, one year in
TL:DR One year on how has Amazon's acquisition of Whole Foods in the US changed the experience for shoppers. The short answer is that it doesn't appear to have had a drastic impact on the shopping experience for the article's author.
Overall this probably doesn't bode well for retailers, Amazon already dominates e-commerce and by demonstrating with Whole Foods that they can successful marry up online and offline retail it is entirely possible they will become a dominant player in bricks and mortar retail.
iNews > Instagram users are buying clothes to wear once for an #ootd picture - and then returning them
TL:DR Consumer law gives more rights to purchases made online and some Instagram users are taking advantage of this to create the illusion that they always have a new outfit for #ootd (outfit of the day).
At roughly 9% of shoppers admitting to buying clothes online snapping a picture for social media in their 'new outfit' and then sending the clothes back, online fashion retailers are facing increased costs for no additional sales.
A problem for online fashion retailers could be turned into an advantage for physical fashion stores, by dedicating a corner of the store to 'outfit of the day' retailers could entice consumers into the store to snap pics in various outfits and they might actually make a purchase, at a minimum it would lead to more awareness for the store among heavy users' followers.
TL:DR There are many reasons a B2B website fails to convert visitors into leads or even worse fails to explain what the company does.
This collection of tips highlights some of the most common mistakes B2B websites and suggestions on how to correct them.
TL:DR Nero may have fiddled while Rome burned to the ground but in our modern world, Friends is to blame for the fall of our civilization, or at least that's what the author of this slightly tongue in cheek article suggests.
Despite the amusing assertion that a TV show could be to blame for the hypothetical fall of our modern world, the article does have a serious message about the rise of anti-intellectualism and ends on a rallying cry to embrace and champion learning.
TL:DR 10 tips from Canva to help you think about colour like a designer. While it's best to trust designers when it comes to using colour in your marketing, understanding what colours work together and where to find inspiration will help you articulate your vision to the designer / design team you work with.
Neil Patel > I wish I Never Built a Personal Brand
TL:DR Anyone in marketing will have been told countless times 'they need a personal brand', and I love this article from Neil precisely because it bucks the rubbish advice out there and makes the case for building a corporate brand over your personal brand.