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? 

Read More

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.

Read More

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 - a strategy that sits perfectly between inbound and outbound marketing). 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.

Read More

Topics: Marketing, Video

Should Our Company Start a Blog?

Posted by Ivy Decker on December 6, 2016 at 4:03 PM

Should our company start a blog? Well, check out these stats:


Read More

Topics: Inbound Marketing, Marketing

The State of Inbound Marketing 2016

Posted by Daniel Sferra on October 12, 2016 at 5:17 PM

Marketing & Sales as you currently know them will no longer exist in 5 years. That's a pretty bold statement, but all one has to do is look at recent history to understand how quickly things are changing and will continue to change:

  • In 1996, the average person received 100 emails PER WEEK
    • Today, the average person receives over 120 emails PER DAY
Read More

Topics: Inbound Marketing, Marketing