COMING AT YOU WEEK OF 2.1.22

This week’s most important marketing news

​GOOGLE CHANGES COURSE FROM ‘FLOC’ TO ‘TOPICS’ AS THEY PHASE OUT COOKIES​

A while ago, Google announced FLoC as their solution to a cookie-less world. It seems Google received criticism and concerns about FLoC and pivoted their approach.

Their new proposed model, Topics, works like this:

1. Google makes a list of topics and matches each website with the best-fitting topic from their list.

2. Then, Google tracks which topics you favor based on the websites you visit. They will not include sensitive categories like race or gender. And, it will only hold on to three weeks of this data at a time.

3. Finally, when you visit a site that serves Google ads. It’ll share three of your top five topics from the last three weeks and use that info to tailor your ads.

So what do you think? Is this the best way to give users more privacy while serving relevant ads?

​WORDPRESS 5.9 IS NOW AVAILABLE​

The full-site editing improvement has us excited about this WP update. This improved feature means we can make more theme edits without code, and we aren’t coders. So we’re happy about this.

​YOU CAN NOW SNAG .DAY DOMAINS FROM GOOGLE ​

MLK.com

signals something slightly different than

MLK.day

From the first url you may expect to find videos of Martin Luther King Jr.’s speeches, a history of his life, or ways you can continue on his legacy. From the second url, you might expect info about events happening on MLK Day, a history of the holiday, etc.

Now you can get a .day domain to signal that date significance in appropriate URLs.

​GOOGLE RELEASES ‘PEOPLE SEARCH NEXT’ FEATURE TO MOBILE ‘NEAR ME’ SEARCHES ​

This new section is similar to features like “People also ask.” It will show, well exactly what it says it will: search queries that Google knows are commonly used right after your current search.

Here’s an example of a mobile search for “dentist near me.”

MANY COMPANIES ARE MARKETING WITH WEB3 ELEMENTS

For instance, Miller Light is creating a metaverse bar and Bud Light is featuring NFTs in their zero-carb beer launch.

Yet, Digiday warns that brands’ FOMO is motivating them to embrace web3 and metaverse elements that haven’t quite solidified or been adopted by the brands’ audiences yet. They think people are already experiencing metaverse burnout before it, and web3, have really begun.

Then, in a sort of ironic way, we’re seeing web3-based companies market on traditional channels, like Super Bowl TV ads (like Crypto.com and FTX). So that’s all fun stuff.

3 F

3 FRAMEWORKS TO MAKE CONTENT CONVERT WITHOUT MAKING YOU PANIC 

You can thank frameworks for your sanity. They keep you from feeling painfully overwhelmed when you start writing or editing site pages, email sequences, and everything else. Blake Emal shared a Twitter thread of frameworks, and these are our three favorites.

FRAME 1: THE FIVE OBJECTIONS
​Good for sales-based landing pages

Address these doubts:

1. I don’t have enough time
2. I don’t have enough money
3. It won’t work for me
4. I don’t believe you
5. I don’t need it

FRAME 2: BEFORE-AFTER-BRIDGE
​Good for product pages

Add these elements, in this order:

1. Point out their problem/pain-point.
2. Then, paint a picture of their life with that problem resolved.
3. Finally, tell them exactly how your product will take them from one to two.

FRAME 3: READER’S DIGEST BLUEPRINT
​Good for long-form content

Yeah, it is ironic that the Reader’s Digest Version is recommended for long-form content. Go with it.

To get the Reader’s Digest effect, you want:

• Specificity
• A bunch of facts
• Only-needed adjectives
• To create curiosity

Remember these frameworks next time you’re staring at a blank doc that needs to transform into polished, converting content. And keep killing it!

LET’S GET VISUAL