Thu.Jun 12, 2025

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Dominate B2B Search: How to Use Topic Clusters to Outrank Competitors

Aspiration Marketing

Are you struggling to climb the search engine ranks while competitors dominate? In the complex world of B2B, visibility isn't just a luxury—it's a necessity. Are you creating a wealth of content yet seeing minimal impact on your search engine ranking? Imagine a strategy that not only organizes your content for clarity but also signals to search engines that you're an authority in your field.

Transform 261
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LLM Visibility: The SEO Metric No One Is Reporting On (Yet)

Backlinko

You lost half your Google traffic. But suddenly…more people are searching for your brand. What’s going on? Welcome to the invisible influence of LLMs, where your visibility goes up even when traffic goes down. New research from Semrush reveals a seismic shift happening right now: LLM traffic will completely overtake traditional Google search by 2027.

SEO 122
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TransUnion data shows importance of good targeting for ROAS

Martech

Making the best targeting decisions can have a compounding effect on return on ad spend (ROAS), according to new data released this week by TransUnion. According to the TransUnion analysis, the upside in ROAS from better targeting could be as high as 9x. TransUnion used real-world campaigns from 25 of its measurement clients across five verticals and found a widening performance gap as audiences became more targeted.

Branding 103
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CMOs face growing C-suite pressure as market volatility reshapes marketing strategy

The Drum

WFA research finds global marketing leaders slowing long-term plans, shifting investments and tightening risk controls as CEOs and boards take a closer look. Marketing leaders across some of the world’s biggest brands are seeing their budgets, campaigns and long-term strategies pulled into tighter focus as executives respond to a growing sense of instability across global markets, according to new research from the World Federation of Advertisers (WFA) and transformation consultancy The Intangib

Transform 103
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How to Master Media Relations: Targeting, Tailoring, Timing

Speaker: Karen Swim, APR

Relevance is the currency of modern media relations—and personalization is how you earn it. In this new webinar with industry leader Karen Swim, APR, we'll explore proven strategies for precision targeting and crafting personalized pitches that resonate with journalists and build stronger relationships over time. You’ll also learn how to ensure your media lists are accurate and up to date, craft outreach that gets responses, and streamline your workflow without sacrificing quality.

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The high cost of undervaluing experienced marketing leadership

Martech

There’s a troubling trend in boardrooms worldwide. As companies move from startup mode and scale into growth-stage execution, many are choosing to underinvest in marketing leadership, mistaking it as a cost center rather than the strategic engine behind revenue generation and go-to-market (GTM) execution. Instead of hiring experienced VPs or CMOs, founders and investors hire cheaper, less seasoned marketers.

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More Trending

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Google Business Profiles Changes Add Updates To Posts

Search Engine Roundtable

Google seems to be flip-flopping between calling it Google Posts and Google Updates within Google Business Profiles. When a business owner wants to post an announcement of sorts on their Google local listing, they can click "Add update" or now "Posts" with a plus-sign.

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I run a zero-employee marketing agency entirely with AI tools — here’s how

Hubspot Marketing

A few years ago, I was head of content at a health insurance company — a role that required a team of full-time employees and freelancers to get the job done. But once ChatGPT hit the scene, I realized I could strike out on my own. Managing people is hard, messy, and expensive. I wasn’t always doing the part of the work that I enjoyed. When I saw what AI could do, even in the early stages, I thought, “ Wait , what if I can just do this myself without hiring anyone?

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The Drum Awards for Marketing (Americas) president and VP reflect on winners

The Drum

As the gold, silver and bronze awards were being handed out at New York’s Edison Ballroom this year, jury president Prateek Sood and VP Jessica Giles reflect on their 2025 winners. When the entries for The Drum Marketing Awards Americas 2025 began to land early in 2025, both Prateek Sood, EVP, marketing and communications at Mastercard, and Jessica Giles, VP global brand strategy at Hasbro, knew they were in for a busy few weeks.

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Google Ads Policy Update: Individual Accounts Can Be Paused Over Manager Account Violations

Search Engine Roundtable

Google has added a new section to its policy on pausing Google Ads accounts. It says Google "may pause your individual account if it is linked to a Manager account that is currently in violation of the third-party policy.

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AI In The Aisles: The Executive's Guide To Better In-Store Experiences

Speaker: Steve Worthy, MBA

The rapid rise of AI-powered displays, touchless technology, and sensory marketing is reshaping the future of in-store engagement. Yet for many retail executives, the real challenge is not identifying new tools - it is knowing which signals to trust, which inputs to prioritize, and how to architect decisions that elevate in-store leadership rather than dilute it.

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I’m founding a creative agency. Through trials and tribulations, here are my diaries

The Drum

Creative veteran Julie Seal is launching a brand new agency she can call her own. She shares with us the ups and downs of being a female founder; this includes getting the funding, losing a partner, changing the name, and getting to Cannes. May 28, 2025 I’ve officially reached month two of trying to launch a creative agency, so it feels prudent to set aside some time and keep a diary.

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Google CEO Sundar Pichai Discusses Fate Of The Human-Created Web via @sejournal, @martinibuster

Search Engine Journal

Google's CEO addressed concerns about AI search replacing traditional web links in its ongoing evolution of Search The post Google CEO Sundar Pichai Discusses Fate Of The Human-Created Web appeared first on Search Engine Journal.

SEO 108
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Hershey's marketing chief Mohnshine on meeting consumer demands, media and that Mars move

The Drum

As guests arrived at the glittering Edison Ballroom on New York’s Times Square for The Drum Marketing Awards (Americas) 2025 , we caught up with the marketing boss of one of the USA's most loved brands - Hershey's. As the excitement built in the bar, the conversation backstage turned from trophies to trade-offs, from caramel to contingency planning.

Health 99
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Programmatic SEO: What It Is and When to Use It (+ Examples)

Backlinko

Imagine if your website could rank for every single keyword related to your niche. That’s the promise of programmatic SEO. It’s how Tripadvisor creates “Things to Do in” pages for countless locations across the globe… …and ranks for almost 100K keywords featuring the words “things to do in”: But the reality is more nuanced. It’s not a magic trick that’ll instantly drive traffic.

SEO 77
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Engage Better, Gift Smarter, Win Big: Events That Deliver ROI

Speaker: Hanan Polinovski, Events Manager and David Brown, Sr. Marketing & Events Lead

Are your events living up to expectations? Are you getting quality leads from your sponsorships? Have you ever wondered if that branded notebook actually makes an impact? Get ready to transform your event strategy! Join event marketing pros Hanan Polinovski from Printfection and David Brown from Bonusly for a fast-paced webinar about turning your event efforts into serious ROI.

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Cannes Lions is making ad creatives compete with the Sphere. How can we beat that?

The Drum

Michael Boamah believes Cannes Lions is pushing agencies and advertising to the side by accepting entries from experiences that frankly probably aren’t ads. Once again, the advertising industry will soon descend on the south of France to award the best work of the year. But is the Cannes Lions competition still about advertising? Case in point, the event’s name used to be Cannes Lions International Advertising Festival, until 2011, when it was officially renamed the International Festival of Cre

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Google Retires 7 Structured Data Features To Streamline Search Results via @sejournal, @MattGSouthern

Search Engine Journal

Google retires seven structured data features including Book Actions, Course Info, and Claim Review to streamline search results. Rankings unaffected. The post Google Retires 7 Structured Data Features To Streamline Search Results appeared first on Search Engine Journal.

SEO 110
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The Drum Awards for Marketing Americas 2025 winners revealed

The Drum

CarBravo scooped the Grand Prix and Crayola landed the President’s Award at The Drum’s flagship awards show in the Americas. Winners of The Drum Awards for Marketing Americas 2025 were revealed today in a show streamed live from the Edison Ballroom in New York. Taking home the Grand Prix this year, as well as taking Gold in the Digital Commerce category, is the ‘Used Barbie Dream Cars’ campaign by MRM for General Motors/CarBravo, which creatively leveraged the Barbie toy car craze to buy and res

Price 79
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Google Ads Asset-Level PMax Reporting Rolling Out To Some

Search Engine Roundtable

Some are starting to see the new asset-level reporting within Google Ads for Performance Max campaigns. I am not sure how widespread the rollout is but some are starting to see these reports in their Google Ads advertiser console.

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B2B SEO vs. LMO: Whats the Difference and Why It Matters

Speaker: Speakers:

Brace yourself, B2B marketers. Your beloved SEO is getting a makeover, and its name is Language Model Optimization (LMO). What does that mean for your digital strategy? Join Jesse McFarland of SpearPoint Marketing on the next B2B Growth Show as we unravel the mystery and get you prepped for the next evolution in search. Here’s what you’ll walk away with: A clear breakdown of SEO vs.

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Google Search Team Explains The “It Depends” Response via @sejournal, @MattGSouthern

Search Engine Journal

Why Google's SEO advice often sounds vague: Search Relations team explains the reasons behind "it depends" answers. The post Google Search Team Explains The “It Depends” Response appeared first on Search Engine Journal.

SEO 94
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Google Softens Its Stance On Automated Translation Using AI

Search Engine Roundtable

In the early days, Google was not a fan of using tools to automatically translate your pages and then have Google index and rank those pages, even with Google Translate. But now as AI is getting better at it, Google is now okay with it, assuming the translation is helpful and useful to your users.

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Marketing gains from AI begin with governance

Martech

As marketing teams rush to adopt AI and automation, many overlook a critical foundation: governance. Without clear ethical guidelines and accountability measures, even the most advanced tools can backfire, damaging brand trust and exposing companies to reputational and regulatory risks. AI’s promise meets public scrutiny Summer is here, but it’s hard to forget how social media buzzed earlier this year over Meta’s AI-generated accounts like Grandpa Brian — complete with awkward

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Ad of the Day: Sky Sports celebrates Indigenous Australia in Lions artistic promo

The Drum

The British broadcaster worked with a First Nations artist, combining bright colors, brushwork and dots for the campaign identity. To promote the Lions 2025 tour, Sky Sports has collaborated with the artist Konstantina on a bright and bold brand identity. The campaign takes inspiration from the rich cultural landscape of Australia, the country where the competition is being hosted.

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A Data Revolution: Why Your AMS/CRM Needs a Native Data Warehouse

Unlock the Power of Historical Data A Data Revolution: Why Your AMS/CRM Needs a Native Data Warehouse Today’s association leaders need more than real-time snapshots—they need the full story. MemberSuite: A Data Revolution reveals how a native data warehouse transforms your AMS into a strategic decision-making engine. In this free eBook, you’ll discover: The difference between a database and a data warehouse—and why it matters How to gain historical visibility into membership, engagement, events,

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Father’s Day advertising trends for 2025

illumin

It’s that time of the year when we honor all the dads and father figures worldwide. Here are some trends shaping Father’s Day advertising for 2025. Father’s Day in 2025 is just around the corner (most especially in North America), and brands are getting creative in how they connect with modern dads and those shopping for them. Here are some advertising trends shaping Father’s Day marketing in 2025 and what brands can learn from these key insights.

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‘Comedy, character, story and craft’: Why audiences and brands keep coming back to Aardman

The Drum

Director and designer Gavin Strange tells The Drum about his commercial and film work with the animation studio and explains how he can’t stop making things. Every now and again in this line of work, you meet someone with a creative energy that is applied to unrelated endeavors as broad as animation, music and product design. Gavin Strange has taken a largely autodidactic learning approach to most of what he’s picked up.

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17 Flagship Frameworks From 10 Years of Animalz Content

Animalz blog

Animalz just turned 10. In that time, we’ve built content strategies for hundreds of B2B SaaS companies at every stage — from pre-seed startups to public companies. Our content has helped companies 5x their organic traffic , generate millions in pipeline , and taken companies from zero organic traffic to industry leadership. And in that experience, we’ve developed frameworks that actually work.

SEO 62
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Topshop cannot win without a credible bricks-and-mortar strategy

The Drum

Syn’s Ben Pollard has an action plan to get Topshop back on top. It involves learning from some of the best high street experiences out there. As someone who lived through the golden age of Topshop and Topman, its comeback genuinely excites me. This brand once defined a generation; it wasn’t just where you shopped, it was where you belonged. But let’s not forget: its fall from grace wasn’t pretty.

Fashion 84
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Aligning Sales & Marketing to Drive Demand & Build Pipeline

Speaker: Speakers:

Marketing and sales might be two halves of the same coin, but how often do they feel like they’re tossed in completely different directions? It’s time to bridge the gap, align your teams, and start building a pipeline instead of frustration. Join us for this insightful webinar to transform your siloed teams into a powerhouse partnership. What you’ll learn: A clear understanding of why sales and marketing alignment is crucial for business growth.

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Why Your Best Marketing Channel Is Driving Customers Away

Litmus

Litmus surveyed 1,000 consumers about their email preferences, with an emphasis on retailer emails. The participants, aged 18+, were designed to represent the U.S. adult population. Check out the results: Table of contents Email frequency and timing Content relevance and personalization Consumer behavior and decision-making Trust and privacy concerns Email frequency and timing The primary reason consumers delete retail marketing emails without opening them is too many emails/inbox overload (39%)

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​The Observer’s Richard Furness on life at Tortoise Media

The Drum

Digital media consultant Mark Challinor continues our News Horizons series, talking to the people shaping tomorrow’s media. This week, he sits down with Richard Furness, co-CEO of The Observer. Richard is Co-CEO of the Observer. Prior to this, he worked at Guardian News & Media for over 25 years and, during that time, led a number of departments, both strategic and operational.

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Ask A PPC: What’s The Value Of Regular PPC Audits & How To Do Them Well via @sejournal, @navahf

Search Engine Journal

Why regular PPC audits matter, how to approach them strategically, and what to look for when evaluating spend, performance trends, and campaign management styles. The post Ask A PPC: What’s The Value Of Regular PPC Audits & How To Do Them Well appeared first on Search Engine Journal.