ATA Blog

The Most Important (and Intimidating) Question About Your Content

Posted by Ivy Decker on January 30, 2017 at 9:34 AM

By now, you've likely already heard or read about the importance of the various pieces in the "content puzzle".  Your content needs to be optimized for SEO to attract potential customers searching for answers to questions. You've also got to distribute your content through appropriate social media channels. Your content should feature enticing calls-to-action and landing pages to turn visitors into leads. Technically, all of these pieces are incredibly important and we should pay attention to them if we want our content to work for us. Of course, underscoring all of the technical stuff, we should be creating content that actually matters to our target audience. But if you want to take your content further, the question you should be asking yourself every day is: Would your audience miss your content if you stopped publishing it? 

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Topics: Inbound Marketing, Marketing, Content Development, Content Marketing

Expert Power: How to Build & Leverage Yours

Posted by Ivy Decker on January 3, 2017 at 9:22 AM

When you think about the leaders you admire, what are some qualities they have in common?

We tend to admire leaders who are experienced, inspiring, and genuine. An effective leader is someone we respect, and that's why we're willing to follow their lead. The power that influential leaders have over us isn't always so positive, though. Some leaders use their power to gain obedience through fear of consequences. That's the type of leader none of us wants to work with.

In today's marketing ecosystem, expert power and its inherent respect-driven nature can play an especially impactful role in content creation and consumption. So, when you're looking to establish a leadership position for your brand, your goal should be to identify and build your brand's expert power and then figure out the best way to leverage it. To learn what expert power is and strategies for leveraging yours, read on.

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Topics: Inbound Marketing, Marketing

The 10 YouTube Ads You Actually Watched in 2016

Posted by Daniel Sferra on December 27, 2016 at 3:10 PM

Apparently not everyone skips through the YouTube ads after waiting the mandatory 5 seconds. Google compiled a list of the top 10 most watched ads on YouTube from 2016 — YouTube Ads Leaderboard: Year-End 2016 — and together, these 10 video ads accounted for nearly 450 million views in 2016.

What's unique about these ads (aside from the fact that people actually watched them) is not just that they successfully grabbed our attention in and amongst all the other noise (and before the video we actually wanted to watch). There were plenty of reasons why they worked in this regard including the budget, how they were launched, the actors, the products, etc. What's more impressive — and the only thing that can actually drive this sort of scale from a "views" standpoint — is that we were willing to share these ads with our friends. Think about that for a minute? We thought the CONTENT of these ADS was so good that we actually ENCOURAGED our friends to watch them along with videos of Grace Vanderwaal, Pen-Pineapple-Apple-Pen, and Adele doing Carpool Karaoke.

So, keep reading for the countdown of the top 10 most watched YouTube ads of 2016 and see if you agree with our assessment of what helped make them so.

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Topics: Marketing, Video

How To Explain Inbound Marketing to Your Family Over the Holidays

Posted by Ivy Decker on December 21, 2016 at 9:48 AM

Family time tends to equal a lot of catching up, especially when extended family or newcomers are thrown into the mix. Some of us like to share and some don't, but that might not make a difference to Great Aunt Gertie. At least, it might not stop her from asking about everything: our relationships, our health, and our work included.

Explaining that you do "Inbound Marketing" can be difficult because what you do doesn't make much sense unless it's clear WHY you do it. But explaining the "why" might be a little much to dive into over a holiday meal. And if it's not expressed correctly or with the right context, we could totally see how inbound could even be taken as insincere. Think about it. Analyzing personas, CTA's that ask for contact information — it could all seem a little shady to someone who doesn't realize what the customer gets out of it.

To help you navigate these conversations, we came up with a few angles that might make it easier to explain what inbound is to your grandpa, your sister's new boyfriend, or anyone else.

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Cool, Creative Office Environments: We Have One Too

Posted by Ivy Decker on December 12, 2016 at 12:15 PM

Recently, we read this awesome post by Hubspot on the creative office environments around the globe. Then we thought, "Hey, we have a creative office too and people should know about it."

We're a marketing agency, but we feel like we're more than that. We're in the business of "creating"... of solving problems... of making something out of an idea that never existed before. Our space reflects that.

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