Almost Timely News, 28 November 2021: The Roundups Are Coming, Temporal Vectorization in SEO

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Almost Timely News

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What’s On My Mind: The Inevitable Year End Roundups

Every year, just before the Thanksgiving holiday, the emails come in. “We’re doing a roundup/trend forecast of what’s hot in marketing and would like you to contribute.”

The Roundups Are Coming

While I’m always pleased that folks ask, the reality is that these roundups tends to be one of two things when they finally make it live.

  1. They’re tired rehashes of the obvious. Mobile has been a trend since 2007. Privacy has been a trend since the early 2010s. VR/AR has been a trend since the mid 2010s.
  2. They’re sales pitches for whatever the brand is selling. The CDP company will publish roundups and trends saying CDPs are the next big thing. The AI company will do the same for AI. Popular speakers on Clubhouse will say social audio is the thing. NFT sales folks will say it’s NFTs.

So, how do we do this better? Unsurprisingly, I’m going to suggest instead of asking for people’s opinions, we look at data. (shocking, I know) Here’s a couple of different ways we could slice this. Let’s say we’re all about content marketing. So we’ll take the top X headlines this year by organic traffic for the content marketing keyword space and slice up our data. What are the words and phrases that the top 25% (the upper quartile) use that are different than the words and phrases that the bottom 25% (the lower quartile) use? That’s a way of picking apart the data and showcasing what really stood out this year.

Content Splits

While many of these terms also suffer from the curse of the obvious, there is one angle that I think is interesting and might bear more digging into. When we look at both the words overall and some of the articles that make it up, 2021 was the year ad and PR agencies started admitting they weren’t especially good at content marketing and started getting more help from outside parties. Larger agency conglomerates simply vacuumed up content marketing agencies, while smaller agencies sought to add specialists when possible, albeit in a tight job market.

We could do the same with tweets, or Google News articles, or blogs just from a selected group of companies. But whatever it is, instead of purely self-serving opinion or the blatantly obvious, we’ll at least come up with something slightly more based in reality.

So please, as you do your year-end recaps and prognostications, use some of the bountiful, inexpensive or even free data available to you to spot trends and find what stands out in a crowded media space.

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ICYMI: In Case You Missed it

If I had to suggest only one of these articles to read from this week, it would be the piece on temporal vectorization in SEO. This is a new way of thinking about your SEO keywords and topics.

Skill Up With Free Classes

These are just a few of the free classes I have available over at the Trust Insights website that you can take.

Thank You Notes

These are the places you’ve had or mentioned me – on your podcast, on your blog, in your newsletter. Thank you!

What I’m Reading: Your Stuff

Let’s look at the most interesting content from around the web on topics you care about, some of which you might have even written.

Social Media Marketing

Media and Content

SEO, Google, and Paid Media

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Tools, Machine Learning, and AI

Analytics, Stats, and Data Science

All Things IBM

Ad: Make Better Videos with Techsmith Camtasia

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Good Reads, Long Reads, Interesting Stuff

Fun, Games, and Entertainment

Economics, Politics, Environment, and Society

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How to Stay in Touch

Let’s make sure we’re connected in the places it suits you best. Here’s where you can find different content:

Required Disclosures

Events with links have purchased sponsorships in this newsletter and as a result, I receive direct financial compensation for promoting them.

Advertisements in this newsletter have paid to be promoted, and as a result, I receive direct financial compensation for promoting them.

My company, Trust Insights, maintains business partnerships with companies including, but not limited to, IBM, Cisco Systems, Amazon, Talkwalker, MarketingProfs, MarketMuse, Agorapulse, Hubspot, Informa, Demandbase, The Marketing AI Institute, and others. While links shared from partners are not explicit endorsements, nor do they directly financially benefit Trust Insights, a commercial relationship exists for which Trust Insights may receive indirect financial benefit, and thus I may receive indirect financial benefit from them as well.

Thank You!

Thanks for subscribing and reading this far. I appreciate it. As always, thank you for your support, your attention, and your kindness.

See you next week,

Christopher S. Penn


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