Today's Guide to the Marketing Jungle from Social Media Examiner... | Presented by |  |
Tomorrow is National Baked Alaska Day, Alluser! Humans are funny… "I love this frozen treat. Let's cook it in an oven."
In today's edition:
Are you tasked with assuming the existing voice of a brand or personality? Wondering where to begin?
2 Ways to Analyze and Imitate Existing Social Media Content
Develop a Style Guide: Gather several examples of high-performing posts from each social media platform your brand is on. Now, categorize them by platform and upload them to a tool like ChatGPT with a prompt for the AI to use the posts to develop detailed style guides for each platform. Use these guides to adapt your content to match proven successful formats.
Create and Publish More of What's Working: Rather than spending hours manually reviewing performance metrics, use AI to quickly analyze social media statistics. By providing these numbers to AI tools, you can receive rapid insights about content patterns, identifying both successful and underperforming strategies.
Today's tip was inspired by Dan Sanchez, a featured speaker at Social Media Marketing World and Senior AI Marketer at Social Media Examiner.
So Much Has Changed, Alluser!
Last year brought enormous change for us marketers. Things like Artificial Intelligence are altering the way we do our jobs. Do you have a place to discover what's next? And somewhere you can talk about these changes with fellow marketers?
The good news is we've built such a place—Social Media Marketing World—taking place March 30-April 1, 2025.
"I went with an open mind, not knowing what to expect other than other attendees saying it was the best experience ever. It was that and so much more," said Sunni O'Maley.
Help me through this season of change.
Is Search Dying and Does Content Really Matter Looking Ahead?
Are you worried about the future of search traffic? Wondering how to adapt your content strategy for the AI age?
Discover why Google search is declining and how to adjust your content marketing to thrive in 2025 and beyond.
Understanding the Decline of Traditional Search
The search landscape is undergoing a dramatic transformation, one that many (not all) SEO professionals are reluctant to acknowledge. Google's overall search volume remains high, but the critical metric for businesses isn't search volume – it's whether those searches lead to website visits.
According to Sheridan's research, Google may see a 25-40% decline in usage over the next decade. More importantly for publishers and businesses, there could be a 70% decline in website visitors from search results.
Several factors are driving this decline:
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Google's evolving search results page, which now buries organic listings
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Google's formal announcement about offering an AI-only option that bypasses traditional search results entirely
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The rise of zero-click searches, where users get their answers directly in search results without visiting websites
Why Content Marketing Still Matters in 2025
Focusing solely on Google search traffic was always a narrow view of content's value. Of the approximately 40 different reasons why businesses should produce content, search engine optimization is just one of them.
While the delivery mechanisms for content have evolved, the core principle remains unchanged: businesses must obsess over their customers' questions, worries, and concerns and address them comprehensively online by:
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Providing comprehensive information for potential buyers visiting your website
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Creating content that AI systems can reference and recommend
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Building trust through transparency and expertise
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Supporting sales conversations and customer education
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Establishing thought leadership in your industry
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Creating assets that can be shared across social platforms
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Developing content that aids in customer decision-making
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Providing resources for after-sale support and customer success
The New Approach to Content Marketing: Adopt a Media Company Mindset
This isn't just clever wordplay—it represents a fundamental shift in how businesses should think about their role in the marketplace.
The media company mindset means seeing every aspect of your business as a potential story waiting to be told. For example, a single swimming pool installation could generate 50-60 different content pieces about homeowners' decisions. This approach requires looking at your business through a new lens and constantly asking, "How can we show and tell this story better?"
Embracing the following trends will help your content and business thrive.
Invest in In-House Content Creation
Outsourcing your content is not the future of the web. It will not going to bring you to the promised land. You must develop an internal capability to capture and tell stories as they happen.
Marcus been predicting for a decade that any company over $1 million in revenue will need an in-house videographer, and now–for the first time ever—his advice to clients is that their first hire shouldn't be a content writer, it should be a videographer.
Master Storytelling
The ability to tell compelling stories has become non-negotiable and this skill is crucial across all platforms, from LinkedIn posts to video content. Sheridan reveals he won't hire marketers who can't demonstrate strong storytelling abilities during interviews.
Prioritize Video Content
Video has become essential for every business, regardless of industry.
No customer has ever visited a website and thought, "I wish I could see a video on this, but they don't have a video on it. But you know what? I'm sure video's just not their thing, and I'm sure it makes them really nervous, so I'm going to give them the pass." Instead, customers simply leave, seeking information elsewhere.
The key to successful video content is meeting your audience where they are and in the format they prefer, which means creating:
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Educational content that explains complex concepts
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Behind-the-scenes glimpses of your business operations
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Customer success stories and testimonials
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Product demonstrations and tutorials
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Expert interviews and insights
Mix Your Media Types
While maintaining a strong focus on video, Marcus advocates for a varied approach to content creation. On LinkedIn, for example, he publishes a mix of written posts, images, and videos, typically one to two videos per week. Some videos are simple "verbal riffs," while others are more produced studio content.
This varied approach ensures you're reaching audience members who have different content consumption preferences while maintaining a consistent presence across platforms. The key is maintaining quality storytelling regardless of the medium.
Today's advice is provided with insights from Marcus Sheridan, a featured guest on the Social Media Marketing Podcast and speaker at Social Media Marketing World.
This Is Something You May Not Know…
Most marketing events don't include recordings. And if they do, they're a costly upsell.
But not Social Media Marketing World. Recordings are included with your All-Access Ticket.
Why? Because we know that attendees can't be in multiple places at once, so they appreciate being able to watch the other sessions later.
"Almost every time slot, there were 2 or more sessions I wanted to attend. Since I knew I would get recordings, I could choose the best option for me without feeling like I was missing out," said attendee Jamie Chril.
Get your All-Access Ticket (plus recordings) today.
Instagram DM Translation: The platform allows users to translate Direct Messages within the app. Source: JohnManzano via Threads
Instagram Reels Metrics: A new "View Rate" metric shows the percentage of viewers who watch beyond three seconds, with comparisons to average retention rates for followers and non-followers. Watch Time is now confirmed as the primary factor driving Instagram reach. The platform added a "Views Over Time" feature that provides detailed data comparisons between follower and non-follower engagement. A new tips section offers comparative performance data for individual clips, helping creators identify successful content strategies. Source: Creators via Threads
LinkedIn Q2 FY25 Performance: The company reported 9% year-over-year revenue growth, reaching one billion members, and saw a 37% growth in user comments compared to last year. Video content creation is growing at double the rate of other post types, with short-form video showing particular strength. LinkedIn Premium achieved a milestone of $2 billion in annual revenue. Subscriber growth is up nearly 50% over two years, with about 40% of subscribers using AI features for profile enhancement. The platform is expanding AI capabilities in recruitment, helping businesses find candidates more efficiently while gaining market share in hiring solutions. LinkedIn Marketing Solutions maintains its position as the leading B2B advertising platform. Engagement metrics show record levels of activity, with members using the platform for networking, service offerings, job seeking, and knowledge sharing. Source: LinkedIn
Updated Threads Features: A markup tool enables users to highlight and comment on text from other posts. Users can now tag people in shared photos. A dedicated "media" tab displays all of a user's photo and video content in one place, addressing user requests for easier media browsing. Source: Mosseri via Threads
YouTube's AdBlitz: The program has launched for the 2025 Super Bowl, marking its 19th year as a centralized platform for Super Bowl advertisements. It organizes ads by genre and includes both full commercials and teasers for upcoming campaigns. Digital viewership significantly outperformed traditional TV for Super Bowl ads in 2023, with 88% of adults aged 18-49 watching ads on YouTube compared to 68% on linear television. AdBlitz is a resource for marketers studying creative approaches and trending advertising styles from top brands and agencies. Source: Social Media Today
What Did You Think of Today's Newsletter?
Did You Know?
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