Facebook has filed a case against a Thailand-based Indiantechie for running a software application company that passesaround their advertising analysis process and pushed fake adsas well as false information about coronavirus on its socialmedia platform. Facebook filed the case

Facebook has over 300 million users in India. The social media platform has announced that It will actively start notifying those users who have liked, commented on, or shared COVID-19 related misinformation. Facebook hopes the step will stop the spread of wrong

Anonymous hackers recently listed more than five lakh Zoom user data on the dark web for less than a penny per account. On the same line, a new report suggests that a hacker has sold more than 26.5 crore Facebook user's

The last few months have seen share prices fall like nine pins, interest rates on fixed deposits collapse and even moratorium being placed on withdrawals of a particular bank. At such times, it is very important to look for safety and

New Delhi, Sep 21: With India's internet user population reaching nearly 500 million, illegal online trade has become a significant threat to wildlife conservation today. Large numbers of wildlife species and their parts and derivatives have been found on

Its festival season, and many e-commerce sites including Flipkart, Snapdeal and Amazon are making a big sale offers. Most popularly, Flipkart is making a huge buzz in the market with its Big Billion Sale festival. The e-commerce site is claiming to

Facebook, which reaches out to a very large populace across the world, plans to bring cheaper internet to India by empowering rural areas with wi-Fi connections. India is a very huge market for the internet and internet related services. The Indian

With the lockdown situation prevailing across the globe due to coronavirus outbreak, the workforce has resorted to remote working mode. And to stay connected, an online video conferencing platform like Zoom is what helping the companies with meetings. However,

COVID-19 pandemic has brought various organizations to a standstill. This includes ISRO among other space agencies. As it's known, ISRO plays a crucial role in launching satellites, not just for India, but for other countries and private organizations as well. Fresh

Tom Cruise, the popular Hollywood actor, known for his spectacular action movies, is now having some extraordinary plans for shooting movies. We have seen Cruise jump from planes, strapped himself onto Burj Khalifa, fly helicopters, and a lot more. 

NASA is teaming up with Virgin Galactic for a new venture involving superfast air travel. The partnership strives to advance the US' efforts to produce technically feasible, high-Mac vehicles for potential civil applications, noted Virgin Galactic representatives. NASA has signed a

The latest BARC/TRP ratings for the Week 17 (April 25-May 1, 2020) are here. The mythological shows are still ruling the TRP chart. Among the mythological shows, Doordarshan National's Uttar Ramayan is at the tops slot while DD Bharti's Mahabharat has

Tom Cruise might be taking his daredevilry to another level as the Hollywood star is reportedly joining hands with Elon Musk to shoot a film in space. According to Deadline, Cruise and Musk's aviation company Space X are in talks with

On this Mother's Day, let's take some time out and wish a happy 'mother's day' through these cool Whatsapp and text messages. 

Kamal Haasan, the Ulaganayagan, recently had an chat with the talented actor Vijay Sethupathi through social media. Interestingly, the online interaction of the actors was titled as 'Thalaivan Irukkindran'. To the uninitiated, Thalaivan Irukkindran is the title of Kamal Haasan's upcoming project,

The latest BARC/TRP ratings for the Week 17 (April 25-May 1, 2020) are here. The mythological shows are still ruling the TRP chart. Among the mythological shows, Doordarshan National's Uttar Ramayan is at the tops slot while DD Bharti's Mahabharat has

Diwali is one of the most significant festivals celebrated across India and by the Indian diaspora across the globe. Dhanteras is the first day that marks the festival of Diwali in India. Diwali is called the festival of lights because it

The day 26 December 2019 is going to witness a rare phenomenon of the annular solar eclipse. This is going to be the third and final solar eclipse of 2019. Solar eclipses are quite common and occur at certain intervals. But

Who would not love the sight of fresh and green plants around them? After all, plants are important to our existence. They not only provide us with oxygen and makes our surroundings green. It is not that one can't have plants

It is in nature that man finds peace. While spending time with nature do we find ourselves happy. We do not worry about what is bothering us and we take time to become one with nature. Now, it is a well-accepted

Though marriage is a beautiful bond and integrates two individuals, no men would like to argue with their wife. As a man, you may feel irritated and annoyed after listening to your wife's rant. You may not understand why your sweet

Birth control pills are considered to be one of the most effective and easiest ways to prevent unwanted pregnancy. The pills are said to be 99.9 per cent effective in the prevention of pregnancy, however, does not protect one against sexually

The moves reflect the reality that no one is sure how the coronavirus pandemic will evolve. But even after the coronavirus no longer requires it, working from home is likely to retain a significant presence in corporate life

Honda Motorcycles & Scooters India (HMSI) has announced that with the relaxation in lockdown regulations by the government, the company will be restarting dealer operations across India. The reopening of Honda dealerships across the country will begin in a phase-wise manner.

Tabu and Aishwarya Rai Bachchan's movie, Kandukondain Kandukondain completed 20 years today and this movie besides being based on Jane Austen's Sense and Sensibility was also a fashion treat. Tabu and Aishwarya Rai looked gorgeous on-screen and gave us

Shaving the face ladies is no longer a taboo that is frowned upon. We know it sounds scary but by now enough women have done it for us to leave the stigma behind and get your hands in and shave the

Formula One plans to start the season, put on hold by the COVID-19 pandemic, with two races behind closed doors in Austria in early July before potentially two more at Silverstone.

Shaving the face ladies is no longer a taboo that is frowned upon. We know it sounds scary but by now enough women have done it for us to leave the stigma behind and get your hands in and shave the

The mid-life update was first unveiled in 2019 and the launch was scheduled for this year, but thanks to the coronavirus, there hasn’t been a big event or any fanfare. Instead, the company silently announced the price and put the car up for sale.

They, however, said the curbs were relaxed in some areas of the valley where the situation remained peaceful.

One great thing about being a young Gen X’er: There was no social media during my junior high and high school years. 

Young millennials weren’t so lucky. They chronicled their adolescence in excruciating detail on Myspace, Facebook, YouTube and Twitter, every half-formed thought and laundry-detergent-eating stunt preserved forever.

So it’s no surprise that the youngest social media users leapt on Snapchat when it launched. Snapchat Stories provided the feeling of togetherness that social media’s good at, without the potential to embarrass your future self.

Other platforms were quick to buy into the idea of ephemeral content — content that expires and is deleted after a set period of time, usually 24 hours. Instagram’s creatively-named offering, Instagram Stories, boasts 500 million daily users. That’s more daily users for a single feature on Instagram than there are for the entirety of Twitter. 

But don’t count Twitter out just yet — they’re testing their own ephemeral content, called, unfortunately, “Fleets.” Even the level-headed folks at LinkedIn* are testing LinkedIn Stories with a handful of users.

For B2B content marketers, ephemeral content seems like the opposite of everything we try to do. DISPOSABLE content? No SEO value, no repurposing potential… what’s the point?

Should B2B marketers go ephemeral? It depends. Here’s what you need to know.

Ephemeral Content for B2B Marketers

Before we get into specifics, you should first consider ephemeral content the same way you would any content. I’d recommend asking the following four questions.

Four Questions B2B Marketers Should Ask about Ephemeral Content

These questions aren’t unique to ephemeral content, of course. They’re questions worth asking for any new marketing channel or tactic. They are:

• Is my audience on this channel?
• Is my audience consuming content on this channel?
• Can we produce high-quality content for this channel?
• Does this channel offer a logical next step for our audience?

For most B2b marketers, the answers to all these questions is “yes.” If your audience includes millennials or young Gen Xers, they’re likely on Instagram Stories at least. They’re used to the format and will likely be open to ephemeral content on LinkedIn and Twitter as it rolls out.

Can your brand produce high-quality ephemeral content? That’s one of the chief selling points of Stories — they’re easy and cheap to produce. There are robust tools for creating them built into the platforms that host them. And audiences expect a more informal, less-produced content experience.

As far as next steps go, Instagram Stories are actually more marketer-friendly than Instagram posts. Users can swipe up in a story to go directly to another piece of content, a lead gen form, or any other hyperlink. There’s no “Please visit the link in our bio” for Stories — it’s an immediate pass-through.

Now, if your offering skews more to the Boomer demographic, or you’re courting people too hip — or technology-averse — to be on social media, you might hold off. But it’s safe to say the majority of B2B marketers can get some juice out of ephemeral content.

How to Make the Most of Ephemeral Content for B2B

You don’t get the opportunity to build a content library with ephemeral content. By its nature, it should serve a different purpose than blog posts or eBooks. Think about building an audience and engaging them on a regular basis, rather than creating a library people wander in and out of.

Focus on Your People, Not Your Product

There are plenty of outlets for you to serve up product information and sales brochures. Ephemeral content is better suited for highlighting the people who work for your company. Focus on what makes them unique, what makes them relatable, and what makes them excellent at serving your customers. 

Mailchimp is great at this type of story. Their “Day in the Life” series highlights and celebrates individual employees.

[bctt tweet="“Ephemeral content is better suited for highlighting the people who work for your company. Focus on what makes them unique, what makes them relatable, and what makes them excellent at serving your customers.” @NiteWrites" username="toprank"]

Be Passionate about Purpose

For a growing majority of consumers, what a brand sells is less important than what the brand stands for. We’re looking to buy from businesses that share our values, and B2B buyers are no exception. Ephemeral content is a good way to get the message out about your brand’s larger purpose in the world, to highlight your vision for the future and your progress towards those goals. 

Lush is great at blending their purpose with their more product-centered ephemeral content. It only takes a few Instagram Stories to see exactly where they stand and what they value. 

Show Your Personality

If your organization is still looking for permission to loosen up a little, ephemeral content is your permission slip. It’s a format with lower audience expectations, one that’s focused on short-form, entertaining content, and one that won’t linger to haunt you until the end of time. 

So it’s well worth experimenting with your brand’s voice and personality. You may find that B2B buyers are just as starved for entertainment as the rest of us.

Cisco is absolutely killing it with their Stories right now. The playful, energetic tone isn’t what you would expect from a staid titan of industry, but it’s delightful to watch.

[bctt tweet="“If your organization is still looking for permission to loosen up a little, ephemeral content is your permission slip.” @NiteWrites" username="toprank"]

Serialize Your Content

Ephemeral content is all about building an audience that will make your feed appointment viewing. Serialized content can help establish that habit. There are a few easy ways to serialize:

• Establish regular features, like Mantra Monday, Thoughtful Thursday, or Whiskey Wednesday (okay, maybe not the last one)
• Chop up a long-form video into segments and air them sequentially
• Focus on a different department every week to explore your organization

For longer-form serialized content, it’s worth creating an IGTV Series. Series come with tools to help you create and promote new episodes to bring in subscribers. Check out General Electric’s Taking the World to Work series for inspiration.

Let’s Get Ephemeral!

Ephemeral content is one of the primary ways people are using social media — which means it’s relevant for any B2B business with an audience on social platforms. Adding ephemeral content to your content marketing strategy will exercise a different set of muscles than your regular content creation, but it’s a form that rewards continued experimentation.

Need help with ephemeral or evergreen content? Our content marketing team is ready.

* Note: LinkedIn is a TopRank Marketing client.

The post Should B2B Marketers Embrace Ephemeral Content? appeared first on Online Marketing Blog - TopRank®.

10 B2B Tech Categories Gaining Interest Because of COVID-19
Telemedicine, electronic signature, online conferencing, and mobile app development were the most swiftly-rising B2B technology software categories, according to recently-released report data, showing rises of as much as 613 percent since the global health crisis began. MarketingProfs

Magnifying the Massive Growth of B2B Marketplaces
87 percent of B2B buyers and 97 percent of millennial B2B buyers purchase through online marketplaces, according to recently-released report data, also showing that millennials have preferred review websites and web search as top pre-purchase research resources. G2

Exclusive: Mary Meeker's coronavirus trends report
Mary Meeker, publisher of the Internet trends report since 1995, recently released a special coronavirus trends update, which found that on-demand platforms and online marketplaces have been seeing big numbers and high growth, among other items of interest to B2B marketers. Axios

LinkedIn Is Working on Polls and a New Hashtag 'Presentation Mode
Microsoft-owned LinkedIn (client) has been testing poll and hashtag presentation mode features, items that could eventually become part of the professional social network for its 675+ million members. Social Media Today

Marketing Benchmarks and Trends Overview: The Surprising Impact of COVID-19 on Organic Search Traffic
Some 63 percent of marketers said that they are increasing their focus on SEO due to the ongoing global health crisis, while organic search traffic for overall B2B industries grew by 11 percent during the first quarter of 2020, according to new survey data of interest to digital marketers. Skyword

How Different Generations of Consumers Use Social Media [Infographic]
Gen Z is most likely to use Instagram to follow brands, while millennials and Gen X prefer Facebook, according to recently-released business and consumer survey data, which also showed that when it came to making purchasing decisions, YouTube was the leading social media platform for members of all three demographics. Social Media Today

Millennials, Gen Z Want Distraction—and Action—From Brands During Crisis
During the pandemic, baby boomers say that they want brands to support their employees and donate to the needy, while younger generations say they are paying more attention to how brands are advertising, according to recently-released survey data. Adweek

Facebook Is Testing Longer-Lasting Stories, With an Option to Keep Stories Active for 3 Days
Facebook has been testing an option that allows ephemeral stories to extend their traditional publishing lifespan from 24-hour to three days, a feature that could eventually attract more brands to Facebook Stories. Social Media Today

Google Ads Data Hub testing audience lists for display campaigns, adding new features
Google has begun testing an array of new features within its Google Ads Data Hub — changes that could bring marketers the ability to work with same-day impression data, new sand-boxing options, and more, the search giant recently announced. Marketing Land

Strength in Customer Journey Mapping A Distinguishing Factor for B2B CX Leaders
Mapping out customer journeys to learn key touch-points is the primary characteristic of B2B marketing customer experience (CX) leaders, according to newly-released survey data, followed by collecting and acting on Net Promoter Scores. MarketingCharts

ON THE LIGHTER SIDE:

A lighthearted look at urgency without clarity on digital transformation by Marketoonist Tom Fishburne — Marketoonist

Facebook Employee Wastes Whole Day on Facebook Again — The Hard Times

TOPRANK MARKETING & CLIENTS IN THE NEWS:

• Lee Odden — Why Personal Branding Is More Important Than Ever For The C-Suite — Forbes
• Lee Odden — 28 Social Media Experts to Learn From (Listed by Platform and Skill) — Social Agency Scout
• Joshua Nite — 10 Tips for Changing Business Strategies During Times of Crisis — Small Business Trends
• Lee Odden — Up next on Live with Search Engine Land: Content marketing during COVID-19 — Search Engine Land

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.

Thank you for taking the time to join us, and we hope you'll return 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 B2B Marketing News: The B2B Categories Rising During Crisis, New Search Traffic Data, B2B Marketplaces See Growth, & Google’s New Ad Features appeared first on Online Marketing Blog - TopRank®.

How to use LinkedIn Ads’ new company targeting options to boost B2B lead generation
LinkedIn (client) recently rolled out additional targeting options for advertisers, allowing LinkedIn Ad users access to new Company Category B2B data comprised of Forbes, Fortune and platform data, along with the addition of growth rate targeting information. Search Engine Land

Report: Majority of B2B Marketers to Continue Investment in Data Quality in 2020
75 percent of B2B marketers plan to up their investment in data quality during 2020, while 90 percent said they view such investment leading to improved marketing and sales performance — two of the numerous findings of interest to digital marketers contained in recently-released Dun & Bradstreet report data. Chief Marketer

How COVID-19 Is Impacting Marketing Budgets at Enterprise Companies
B2B marketers expect to shift investment primarily to virtual events (78%), web content (72%), webinars (67%) and social media (66%) because of the pandemic, according to recently-released April enterprise-level company survey data. MarketingProfs

How COVID-19 has changed social media engagement [Report]
Sprout Social’s new pandemic-era data shows that LinkedIn posts perform the best on Wednesdays at 3pm, Thursdays from 9-10am, and Friday from 11am to noon, and that the media and entertainment industry has been publishing almost 9 more posts daily, according to new social media engagement data on interest to marketers. Sprout Social

Twitter Publishes New Data on Video and Ad Content Performance During COVID-19
Twitter increased its monetizable daily active users (mDAUs) by 23 percent during the quarter, and saw video view rates that rose by 5.5 percent, two of the findings in newly-released brand COVID-19 trend data. Social Media Today

Facebook Adds New 'Animate' Option to Add Motion to Still Images in Facebook Stories
Facebook has released new zoom, pan and other animation modes that bring marketers a variety of additional Facebook Stories options, and has also begun testing several new mood-based content reaction options, the social media giant recently announced. Social Media Today

YouTube Influencer Engagement Rate Benchmarks: What Are Good Rates?
Various YouTube channel categories sport a wide range of differing engagement benchmarks, according to recently-released YouTube influencer engagement rate report data, which also reveals that micro-influencers on the video platform can often achieve high engagement marks. MarketingCharts

LinkedIn Publishes Data on Latest Content Engagement Trends on the Platform
LinkedIn has released new content trend engagement data, including a breakdown by global regions that shows what the platform’s audience is looking for and engaging with, with pandemic-related content having seen some of the biggest increases in quantity, the firm announced. Social Media Today

Coronavirus reshapes consumer habits, creating 4 new segments, report finds
25 percent of consumers said they would pay more to buy from trusted brands and 23 percent from ethical brands — two of numerous findings of interest to digital marketers in newly-released Ernst & Young pandemic marketing report data. Marketing Dive

Facebook Outlines a Range of New Video Tools, Including Messenger Rooms for Group Video Hangouts
Facebook recently announced a variety of video-related updates to its numerous social communications properties, including a change which will allow up to 8 people to have WhatsApp video calls, while Messenger video received new virtual background options, among several other video feature updates. Social Media Today

ON THE LIGHTER SIDE:

A lighthearted look at our brand promise by Marketoonist Tom Fishburne — Marketoonist

Chiquita lets Spotify users unlock music playlists, branded prizes — Mobile Marketer

TOPRANK MARKETING & CLIENTS IN THE NEWS:

• Lee Odden — 10 Expert Tips for Marketing During a Crisis — Oracle (client)
• Lee Odden — 4 takeaways for content marketers in the time of COVID-19 — Search Engine Land
• Lee Odden — 5 Hours of Content Marketing - Break Free of Boring B2B with Influential Content Experiences — SEMrush

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

Thanks for taking time to join us, and we hope you will join us 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 B2B Marketing News: B2B Marketers Invest in Data Quality, Top Times to Post During Pandemic, LinkedIn’s Engagement Trends, & Facebook’s Video Updates appeared first on Online Marketing Blog - TopRank®.

Health workers face a growing tide of hostility in Brazil for potentially spreading COVID-19.

Tara Reade, the woman who alleges Joe Biden sexually assaulted her in 1993, said in a video interview on Thursday that he should withdraw from the White House race. Gloria Tso reports.

Facebook's new content oversight board will include a former prime minister, a Nobel Peace Prize laureate and several constitutional law experts and rights advocates in its first 20 members.

When their home city, Seattle, reported its first fatalities from the coronavirus, Justin Ith and his team decided to create a new smartband, the Immutouch, which buzzes when the wearer’s hand goes near their face.

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.

Coronavirus cases in Pakistan surged past 25,000 on Friday, just hours before the government was due to lift lockdown measures, with the country reporting some of the biggest daily increases in new infections in the world.

Facebook's new content oversight board will include a former prime minister, a Nobel Peace Prize laureate and several constitutional law experts and rights advocates in its first 20 members.

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.

One-way corridors, buffer zones around desks, and clear plastic screens to guard against colleagues' coughs and sneezes may become office standards after coronavirus stay-at-home orders are lifted, say occupational experts.

Sony Corp said on Friday it will manufacture and donate medical face shields to hospitals in Japan, amid worries about the availability of protective equipment for healthcare workers dealing with the coronavirus pandemic.

Facebook Inc said on Friday it would allow its workers who are able to work remotely to do so until the end of the year as the coronavirus pandemic forces governments to extend stay-at-home orders to curb the spread of the disease.

The European Union should strengthen a voluntary pledge, to which Facebook Inc, Alphabet Inc's Google and Twitter Inc signed up to combat fake news, with sanctions to make it a more effective tool, a study done for the European Commission said on Friday.

RB Leipzig’s Julian Nagelsmann, whose side will be chasing a first Bundesliga title when the German league resumes next weekend, is to practise coaching while wearing a face mask in order to be ready for a return to action.

Sergio Aguero may be scared about returning to action in the Premier League but the Manchester City striker will join Real Madrid goalkeeper Thibaut Courtois and Barcelona midfielder Arthur Melo on a Formula One esports grid this weekend.

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

The real chief of the U.S. Space Force said on Wednesday he had hoped actor Bruce Willis would have played him on the upcoming Netflix show lampooning the military's newest branch of service - instead of comic actor Steve Carell.

In makeshift metal homes in a camp in Mogadishu, women wrapped in brightly patterned scarves are making savoury pastries and mixing flour for flatbreads.