B2B Marketing News: Thought Leadership Connections, Google’s People-First Search Update, Digital Ad Revenue Climbs, & YouTube’s New Podcast Site

Digital Advertising Hits $189 Billion In 2021, Global Forecasts Predict 5% Yearly Growth Through 2027
U.S. digital advertising revenue of $189 billion in 2021 was the biggest increase since 2006, including audio advertising with a leading 57.9 percent growth rate, and newly-released report data predicts that the audio ad market will see a compound annual growth rate (CAGR) of 5.07 percent that will continue on through 2027. MediaPost

Google Helpful Content Update Is Now Rolling Out
The latest updates to Google’s always-in-motion search engine algorithm look to emphasize content written more for people and less for SEO, as the search giant began rolling out its “helpful content update” as part of efforts to surface more high-quality original content, Google recently announced. Search Engine Roundtable

[bctt tweet=”“The Google helpful content update will change how SEOs perform content strategies going forward, much like Panda and Penguin changed how SEOs did content and link strategies, respectively, a decade ago.” — Barry Schwartz @rustybrick” username=”toprank”]

YouTube Expands Access to Audience Behavior Insights, Adds New Creative Tools for Community Posts
Google’s YouTube video platform has launched new features including channel traffic thresholds that have been lowered, allowing more marketers to see data on the other videos their audience has watched and additional analytics information, along with new options for finding YouTube Shorts content, YouTube announced recently. Social Media Today

CEOs from Dentsu, GroupM, Omnicom Media Group & Publicis Media agree Hispanics are the quintessential Growth Drivers
Marketing strategies that don’t recognize the U.S. population of more than 63 million Hispanics are increasingly at risk for slowing brand growth, and HispanicAd recently tapped top marketing CEOs to explore minority media investments and diversity, equity and inclusion (DEI) best practices. HispanicAd

Sound investments: just how effective is audio branding?
The number of brands rolling out sonic identities in 2021 grew by 22 percent, with new research showing a five percent increase in perceived value for brands that have a recognizable sonic identity, as more brands have become aware of the power of audio branding to tap into areas of the brain not reached through non-audio content. The Drum

Twitter’s Developing a New ‘Reply Filter’ Option to Give Users More Control Over Their Tweet Experience
Twitter has begun testing an optional reply filtering feature that could help brands limit negative interactions on Twitter, reducing potential exposure to harmful or offensive language and giving marketers new brand experience settings on the platform, Twitter recently announced. Social Media Today

Google Launches Dedicated YouTube Podcasts Site
YouTube has continued to refine ongoing testing of a new section of its platform dedicated entirely to podcast audio content, including a new podcast tab on YouTube’s page for exploring content, as the Google-owned social platform seeks to provide podcasters its own alternative to Spotify, Apple Podcasts, and its own Google Play, YouTube recently announced. MediaPost

Facebook is losing its grip as a ‘Top 10’ app as BeReal and TikTok grow
Facebook’s mobile app has increasingly experienced periods during which it hasn’t been among the top ten apps downloaded in the U.S., as rising entrants on the list including BeReal and TikTok have created greater competition for the Meta-owned firm’s app, which plummeted momentarily to the number 44 spot earlier this year, according to app store data. TechCrunch

Google Adds New Viewer Attention Metrics for Display and Video 360 Campaigns
Google has rolled out a slew of new and updated data measurement features relating to viewer attention, which have been made available within its Google Display & Video 360 ad tools for managing programmatic and other campaigns across multiple channels, Google recently announced. Social Media Today

Thought Leadership Being Used to Connect with Various Stakeholders
76 percent of business leaders use thought leadership to connect with customers or clients, with 75 percent for connecting to internal employees, 68 percent to make connections with general consumers, and 64 percent to reach prospects — four of several statistics of interest to B2B marketers contained in newly-released though leadership survey data. MarketingCharts

ON THE LIGHTER SIDE:

A lighthearted look at “The Algorithm Giveth and Taketh Away” by Marketoonist Tom Fishburne — Marketoonist

This Man Set the Record for Wearing a Brain-Computer Interface — Wired

TOPRANK MARKETING & CLIENTS IN THE NEWS:

• Lee Odden — What Revenue Teams Want From Social Media Teams — Agorapulse
• Lee Odden / TopRank Marketing — Las marcas B2B triunfan con el influencer marketing [In Spanish] — SocialPubli

Have you found your own B2B marketing news item this week that we haven’t yet mentioned? If so, please don’t hesitate to let us know in the comments below.

Thank you for taking the time to join us for this week’s TopRank Marketing B2B marketing news, and we hope that you’ll return next Friday for another array of the most up-to-date and pertinent B2B and digital marketing industry news. In the meantime, you can follow us on our LinkedIn page, or at @toprank on Twitter for even more timely daily news.

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