The head of the International Monetary Fund on Friday signaled a possible downward revision of global economic forecasts, and warned the United States and China against rekindling a trade war that could weaken a recovery from the coronavirus pandemic.

Argentina will keep pushing for talks with creditors even as a deadline for its $65 billion debt restructuring proposal passed on Friday with little sign it had the support needed from international bondholders to unlock a comprehensive deal.

Two more firms are eyeing a share of Reliance Industries Ltd's $65-billion digital unit Jio Platforms, according to Bloomberg News, setting them up to be a part of a growing list of firms that have recently invested in the Indian company.

Germany will have to work on another supplementary budget to help the state's social security system cushion the effects of the coronavirus pandemic, Chancellor Angela Merkel's chief budget lawmaker said on Saturday.

A 5-year old boy has died in New York from a rare inflammatory syndrome believed to be linked to the novel coronavirus, highlighting a potential new risk for children in the pandemic, Governor Andrew Cuomo said on Friday.

My marketing journey was born out of SEO roots, where the priority of content promotion has always been high in order to create the kind of accountable marketing performance that matters. In contrast, I see a lot of brands putting the majority or all of their investment towards content creation without qualitative or quantitative effort towards the promotion of that content.

An imbalance of content creation and promotion is not only frustrating potential marketing performance, but it's wasting the investment made in creating great content. What good is that great content if no one sees it?

Below are 10 content promotion tactics that have stood the test of time and go beyond email blasts, social ads and simple social sharing on brand channels. When promotion is included in the content planning and creation process, it becomes part of a content marketing system that drives the kind of relevant, useful and engaging content customers are looking for.

1. Make Content Worth Sharing - While this seems obvious, in practice, many marketers are creating content to satisfy an editorial plan assignment like X content assets about topic Y per month vs. tapping data sources that can reveal what will actually resonate. Those data sources can be front line staff like Customer Service or Sales as well as social, web analytics and industry news. Insights about frequently asked questions, trending topics and provocative ideas can go a long ways towards creating content people actually want to consume and share with others.

2. Master the Headline - Without question we live in a fast moving world of short attention spans, Many people will only skim headlines so it is essential to make the most out of content titles. Email marketers already know this with subject lines and content marketings publishing blogs, ebooks, articles, microsites, campaign assets and social content should ensure headlines are relevant, succinct, imply urgency, are meaningful and show action.  There's a world of difference between "10 Essential Promotion Tactics" and "10 Essential Promotion Tactics That Drive Results".

3. Optimize for Share - For those that do click through to view content, make sure what they find is easily shareable. Blogs do this with social share icons and easy to share click to tweet messages. Reports, ebooks and any other digital content can be formatted for easy sharing as well.

4. Co-Create to Activate Influencers - What better way to reach relevant audiences that are ignoring ads than through relevant industry experts? Collaborating on brand content with the right influencers can inspire creative promotion to audiences that trust individuals more than brands. With more people turning to online sources of information, influencers can add credibility and reach to digital brand content.

5. Repurpose for Exposure on New Channels - Modular content uses templates to make republishing parts of your content on different channels or in different formats much easier and effective. Doing so deconstructs more robust content to specific elements that can be published for exposure. For example, we've been experimenting with having blog posts converted to infographics and then posting them to industry websites.

6. Create Distribution Channels - Email subscribers, social network connections, groups, and communities are all opportunities to attract and engage an audience around your shared interests. Each becomes a distribution channel for your content where you can share useful information and also do the kind of community content crowdsourcing that inspires active sharing.

7. Optimize for Attraction - There is no substitute for being the best answer for your customers at the moment they need the information and solutions your brand offers. Search Engine Optimization is not always a robust part of the content marketing process beyond keyword research informing content topics. An ongoing effort to optimize new content and optimize existing content for better performance on search engines can provide highly productive exposure at the very moment of need.

8. Publicize - Whether you contribute editorial to various publications opportunistically or secure recurring contributions to one publication, earned media can be a great way to connect your content with audiences that are interested. PR and media relations come in many forms ranging from someone actively pitching for interviews or story ideas about your brand to creating newsworthy experiences and content that is most likely to be covered by industry publications.

9. Syndicate - Something as simple as cross posting blog posts to author LinkedIn profiles, to a Medium account or to industry association websites can help your brand's content reach new audiences. Just be sure to link back to the source to help Google understand which to rank.

10. Create Conversations - Whether on LinkedIn or Facebook, video livestreaming is a great way to tap an existing social audience and instigate conversation around topics connected to your content. Recorded video is another option to create conversations and cross publish as Josh Nite and Tiffanie Allen have done for several years with our news posts and video on YouTube.

It should go without saying that content should be promoted, but after so many years of observing what brands are doing with content marketing, the imbalance between creation and promotion continues, especially when you consider stats like blog posts get an average of 8 social shares (BuzzSumo).

The key is to make content promotion a priority by including it in the planning process, setting content promotion goals and identifying the corresponding KPIs and by getting help with creating and implementing balanced content creation and promotion that actually works.

Outside of online advertising, what content promotion tactics have you found to be most effective?

The post Where’s the Marketing in Content Marketing? 10 Essential Promotion Tactics That Drive Results appeared first on Online Marketing Blog - TopRank®.

How B2B Buyer Behavior Has Changed in Light of COVID-19, and What Marketers and Sellers Can Do Now
82 percent of B2B buyers said they were concerned or strongly concerned about the possibility of a pandemic-sparked recession, while 30 percent have reported spending more on videoconferencing software — two of several findings of interest to digital marketers in a recently-released survey examining B2B buyer shifts. eMarketer

How Bad Data Hurts B2B Companies [Infographic]
Just 33 percent of marketers say they can rely on their customer relationship management (CRM) software, and 88 percent said that bad data has a direct impact on their company's bottom line — two of the findings in a new infographic look at the effect of poor data on B2B firms. MarketingProfs

The Evolving Discussion Around COVID-19 and How Brands Have Responded [Infographic]
Brands have used Twitter the most often to mention the global health crisis, according to recently-released survey data examining how brands are using social media in crisis management planning. Social Media Today

Social Media Users Value Brands Responsive To COVID-19 Crisis
83% of social media users expect brands to address the health crisis in their ads, with 31 percent saying they appreciate brands offering products suited for remote work, 28 percent promoting social distancing, and 24 percent mentioning brand philanthropic efforts, according to newly-released survey data of interest to marketers. MediaPost

Why It Takes So Long to Apply Data-Driven Insights to Campaigns
Just 5 percent of marketers say they can immediately go from data gathering to actionable intelligence, while 31 do so later than they would like, and some 3 percent take so long that the output is irrelevant, according to new survey data. MarketingProfs

Instagram Live Streams Can Now Be Viewed on the Web
Facebook-owned Instagram has made it possible for its users to view its previously app-only Instagram Live video streams from its website, bringing marketers a new cross-promotion opportunity with the feature, the firm recently announed. Social Media Today

Twitter notifies users that it’s now sharing more data with advertisers
Twitter has notified its users that a previously available user privacy ad interaction sharing option has been shuttered for all, in a move that will bring more audience data to advertisers, the firm recently announced. The Verge

What Customers Need to Hear from You During the COVID Crisis
The types of brand stories companies should be telling their customers include those that put solutions before sales, according to a new examination by Harvard Business School of interest to B2B marketers. Harvard Business School

Facebook Has Launched a New Tournaments Option for People to Create Their Own Gaming Events
With online gaming forecast to produce $196 billion by 2022, a recent move by social giant Facebook allowing its users to create their own private or public gaming events could bring brands new opportunities for reaching its sizable gaming audience. Social Media Today

Content Plays Various Roles in Brands’ Customer Engagement Strategies
61 percent of marketing leaders said that interactive branded content communicates brand promise and value, according to recently-released survey data from the Chief Marketing Officer (CMO) Council, with 51 percent saying that it delivers thought-leadership, and 45 percent saying that interactive content helps communicate with customers, partners and prospects. MarketingCharts

ON THE LIGHTER SIDE:

A lighthearted look at digital transformation and organizational change by Marketoonist Tom Fishburne — Marketoonist

Grinning Tim Cook Announces New iPhone Will No Longer Be Compatible With AirPods — The Onion

TOPRANK MARKETING & CLIENTS IN THE NEWS:

• Lee Odden — Leadership and Engagement In a Time of Crisis [Podcast] — Traject
• Amie Krone — Navigating the new world of working at home — Chaska Herald
• Dell, SAP — Building A Perfect B2B Influencer Program During Imperfect Times — Forbes
• Lee Odden — Marketing During a Pandemic – Resources for Small Businesses in the Coronavirus Crisis [Roundup] — Simple Machines

Do you have your own top B2B content marketing or digital advertising stories from the past week? Please let us know in the comments below.

Thanks for taking the time to join us, and we hope that you'll return again next Friday for more of the most relevant B2B and digital marketing industry news. In the meantime, you can follow us at @toprank on Twitter for even more timely daily news. Also, don't miss the full video summary on our TopRank Marketing TV YouTube Channel.

The post Digital Marketing News: Shifting B2B Buyer Behaviors, Brands Evolve Crisis Response, Bad Data’s Effect on B2B Firms, & Twitter Shares New Data With Advertisers appeared first on Online Marketing Blog - TopRank®.

The post Always On Influence: Definition and Why B2B Brands Need it to Succeed appeared first on Online Marketing Blog - TopRank®.

A series of studies of the genomes of thousands of samples of the new coronavirus SARS-CoV-2 show that it is mutating and evolving as it adapts to its human hosts. Soraya Ali reports.

Australia will ease social distancing restrictions implemented to slow the spread of the coronavirus in a three-step process, Prime Minister Scott Morrison said on Friday, with the aim of removing all curbs by July. Lauren Anthony reports.

The latest figures from the Labor Department released on Friday showed the U.S. economy losing 20.5 million jobs in April, the steepest plunge in payrolls since the Great Depression. Colette Luke has more.

Russia marked 75 years since the Soviet victory over Nazi Germany in World War Two on Saturday, but the coronavirus outbreak forced it to scale back celebrations. Olivia Chan reports.

Aides to U.S. President Trump say their 2020 campaign will now be focus on two themes: Trump is the only candidate who can resurrect the economy and that Democrats will not be as tough on China, a country Trump is blaming for the pandemic.

It might be hard to imagine but space is getting crowded. ‘Space junk’ is becoming a dangerous hazard for orbiting satellites, and now some countries are joining forces to tackle it.

A European coalition is forming around an approach to using smartphone technology to trace coronavirus infections which, it's hoped, will enable borders to reopen. Joe Davies reports.

Former British Prime Minister Tony Blair said his party was now controlled by its "Marxist-Leninist wing" and that its leader Jeremy Corbyn was promising a revolution, but warned 'revolutions always end badly'.

India will begin flights on Thursday to bring home some 400,000 citizens stranded overseas by travel restrictions due to the coronavirus pandemic, prompting some worries over the risk that imported infections could fuel contagion in the country.

Pakistan's cabinet has declined to include a religious sect that rights group says suffers widespread persecution in a newly formed commission for minorities, after opposition from conservatives in the government, officials said on Thursday.

Seven people were killed when protesters angry over what they see as unfair food aid distribution during the coronavirus pandemic clashed with police in Afghanistan's western Ghor province on Saturday, according to a local member of parliament.

U.S. private employers laid off a record 20.236 million workers in April as mandatory business closures in response to the novel coronavirus outbreak savaged the economy. Fred Katayama reports

Pfizer's chief scientific officer tells Reuters his company got a head start on vaccine development for the coronavirus because it had already been working for two years on the flu with its German partner, BioNTech. Fred Katayama reports.

Air travelers cannot receive cash compensation if their flight is delayed by a passenger biting others and assaulting crew members, an adviser at the Court of Justice of the European Union said on Thursday.

The growls from the caged hyena reverberate through the room as Mohamed Sheikh Yakub slumps silently in a chair nearby, hoping the animal will frighten away the evil spirits he says have troubled him since his divorce.

Australia will ease social distancing restrictions implemented to slow the spread of the coronavirus in a three-step process, Prime Minister Scott Morrison said on Friday, with the aim of removing all curbs by July. Lauren Anthony reports.

The latest figures from the Labor Department released on Friday showed the U.S. economy losing 20.5 million jobs in April, the steepest plunge in payrolls since the Great Depression. Colette Luke has more.

Russia marked 75 years since the Soviet victory over Nazi Germany in World War Two on Saturday, but the coronavirus outbreak forced it to scale back celebrations. Olivia Chan reports.

The stress and anxiety bred by weeks of restrictions on public life have made uncertainty, separation, and fear part of daily life for many, WHO Regional Director for Europe Hans Kluge said.

Rock band Queen and singer Adam Lambert are raising money for health workers fighting COVID-19 with new single ''You Are The Champions." Ryan Brooks reports.

While most film and TV production around the world has shut down, one UK network has made a new drama series "Isolation Stories" about life under lockdown. Edward Baran reports.

Juili Kale's dreams to receive her master's degree diploma in a ceremony cheered on by her family were dashed by the coronavirus - until robots came to the rescue.

An autographed and well-worn pair of basketball legend Michael Jordan's Nike shoes hits the auction block at Sotheby's on Friday, in a celebrity-infused test of the market for sneakers as highly-prized collectibles.

A 5-year old boy has died in New York from a rare inflammatory syndrome believed to be linked to the novel coronavirus, highlighting a potential new risk for children in the pandemic, Governor Andrew Cuomo said on Friday.

सोशल मीडिया डेस्क.जवाहरलाल नेहरू यूनिवर्सिटी (जेएनयू) में रविवार को हुई हिंसा के बाद से ही ट्विटर पर जेएनयू ट्रेंड में है। ट्विटर के टॉप-10 ट्रेंड्स में से 7 हैशटैग जेएनयू से जुड़े ट्रेंड कर रहे हैं। खबर लिखे जाने तक सबसे ज्यादा ट्वीटस #JNUViolence (3 लाख 71 हजार) पर आए। जानिए ट्वीटर पर जेएनयू को लेकर क्या चल रहा है।

ये 7 हैशटैग ट्विटर पर ट्रेंड कर रहे

#JNUattack
3 लाख 20+ ट्वीट्स

#LeftAttacksJNU
1 लाख 73 हजार+ ट्वीट्स

#JNUViolence
3 लाख 71 हजार + ट्वीट्स

#ResignAmitShah
28 हजार + ट्वीट्स

#JNUUnderAttack
58 हजार + ट्वीट्स

#ShutDownJNU
44 हजार + ट्वीट्स

#LeftKillingJNU
6968 ट्वीट्स

(आंकड़े खबर लिखे जाने (6 जनवरी, दोपहर 12.30 बजे) तक के)

जेएनयू से जुड़े ये वीडियो भी ट्रेंड कर रहे....

• पत्रकार बरखा दत्त ने रविवार कोट्वीट किया गया 1 लाख 32 हजार से ज्यादा बार देखा जा चुका है।

• इस वीडियो को 3 लाख से ज्यादा बार देखा जा चुका है।

• अभिनेत्री स्वरा भास्कर ने रविवार को ट्वीट किया था। 6 लाख से ज्यादा बार देखा जा चुका है।

• धर्मेंद्र छोनकर नाम के एक यूजर ने 6 जनवरी को 11.51 पर शेयर किया। इसे महज 37 मिनट में98 हजार से ज्यादा बार देखा गया।

• इस वीडियो को 80 हजार से ज्यादा बार देखा जा चुका है।

Microsoft Corp. said on Friday it would create its first datacentre region in Italy under a $1.5 billion investment plan as the U.S. company expands its cloud computing services to more locations across the world.

Juili Kale's dreams to receive her master's degree diploma in a ceremony cheered on by her family were dashed by the coronavirus - until robots came to the rescue.

Two more firms are eyeing a share of Reliance Industries Ltd's $65-billion digital unit Jio Platforms, according to Bloomberg News, setting them up to be a part of a growing list of firms that have recently invested in the Indian company.

A 5-year old boy has died in New York from a rare inflammatory syndrome believed to be linked to the novel coronavirus, highlighting a potential new risk for children in the pandemic, Governor Andrew Cuomo said on Friday.

Pfizer Inc said on Friday it is in talks to shift more of its medicine production to outside contractors as it prepares for large-scale production of an experimental vaccine to prevent COVID-19, should it prove safe and effective.

U.S. Food and Drug Administration Commissioner Stephen Hahn is in self-quarantine for a couple of weeks after coming into contact with someone who tested positive for COVID-19, an FDA spokesman told Reuters late on Friday.

China will reform its disease prevention and control system to address weaknesses exposed by the coronavirus outbreak, a senior health official said on Saturday.

Tokyo reported 36 new cases of coronavirus infections on Saturday, TV Asahi said, three less than a day earlier and the seventh consecutive day that new infections have remained below 100.

A 5-year old boy has died in New York from a rare inflammatory syndrome believed to be linked to the novel coronavirus, highlighting a potential new risk for children in the pandemic, Governor Andrew Cuomo said on Friday.

Barcelona's women's team were officially declared champions of Spain's Liga Iberdrola on Friday after the national soccer federation's executive committee agreed to end all non-professional competitions due to the COVID-19 pandemic.

The Harding Park golf course which is scheduled to host the PGA Championship in August will reopen on Monday.

This year's World Amateur Team Championships (WATC), scheduled for October, have been cancelled due to the COVID-19 pandemic, the International Golf Federation (IGF) said on Tuesday.

The COVID-19 pandemic has led the Royal & Ancient Golf Club of St Andrews to break with tradition and nominate, for only the second time in 266 years, its captain to serve for two successive terms.

Londoners locked out of galleries can find an alternative art fix on a wall under under some railway arches after street artist Lionel Stanhope painted a Caravaggio classic, updated for the coronavirus age.

Action star Tom Cruise is working on a movie shot in outer space, the National Aeronautics and Space Administration said on Tuesday.

The Men's Milan Fashion Week set for June will be postponed to mid-July and presented in purely digital format with photos and video to avoid the risk of coronavirus contagion, Italy's national fashion chamber said on Wednesday.

Paris will hold a men's fashion week in virtual format from July 9 to July 13 for the Men Spring/Summer collections 2021, organisers said on Wednesday.