Equimedia - 2021 Wrapped

What our readers loved in 2021.

The digital marketing landscape has produced significant innovations and has seen many changes in 2021. These changes kept us busy writing and sharing our blogs on a range of topics, from Google algorithm changes to how to successfully run campaigns on the latest social media platforms. Those of you who, like me, are loyal and frequent Spotify users have probably listened to your ‘Spotify Wrapped 2021’ by now. Well, here’s our version, created by diving into Google Analytics and reviewing our most-read blogs of 2021.

5. Sitelinks are now live on Trueview for action

In fifth place is our blog about the introduction of sitelink extensions on Trueview; the video ad feature on YouTube that enables advertisers to change the type of ad interaction. Although sitelink extensions are well known in paid search, where more than one landing page can be presented in a single PPC ad, this new feature in You Tube gives advertisers the opportunity to present multiple landing pages in a single YouTube ad. Find out more, including case studies and best practices by reading our blog here.

4. Charity top tips: How to reach the right audience

Sitting in fourth place is ‘Charity top tips: How to reach the right audience’, which focuses on how charities can use data to better segment their audience to improve their targeting strategy. In this blog, we cover:

• How you can mine your own data through your CRM software, but also use Google Analytics and Facebook Insights to gather more insights about your users.
• How you can segment your audience and create user personas, and the factors that should determine the tiers of segments
• How to go about identifying the most suitable channels to use to target the user personas that you have identified
• The benefits of advertising as opposed to just focusing on organic reach
• How to analyse your efforts and interpret your results data

If you want to find out more then read the blog by clicking here. Keep an eye out for our refreshed take on this in 2022!

3. Utilising video on demand advertising campaigns

Video on Demand ads (VOD) are video ads that air through on-demand services such as ITV Hub and All4 and make it easy for the user to click-through to the site from the on-demand platform, increasing the likelihood of a direct response in comparison to traditional video ads. Our popular blog covers exactly what VOD is, why you should be running a VOD campaign and what to consider when running one. You can learn more and read the full blog by clicking here, and if you’re interested in finding out more about our video on demand services then please get in touch via the contact form!

2. A Total Guide to Sitelink Extensions

As part of a series of four blogs providing Paid Search top tips, ‘A Total Guide to Sitelink Extensions’ does exactly what it says on the tin. Coming in at second place, the blog covers exactly what sitelink extensions are, how and when they show, why you should be using them, the dos and don’ts, and finally how to apply them. To learn more, you can read the full blog here.

The other blogs that featured in the series include:

• A Total Guide To Call Extensions
• A Total Guide To Callout Extensions
• A Total Guide To Structured Snippets

If you’re interested in finding out more about how you can improve your PPC strategy with sitelink extensions, then complete the contact form and get in touch.

1. How Social Media can be a force for good in times like this!

Taking the top spot for our most viewed blog of 2021 is ‘How Social Media can be a force for good in times like this!’ written by our Social Media Manager, Beth Bartholomew (congrats Beth!). The Coronavirus pandemic made the world a dark place for many people as they became isolated from friends and family during the lockdowns, however, social media helped us all to keep in touch and gave us the window on the world we needed to get through this difficult period. In this blog, Beth explains how social media can be a lifeline to anyone struggling with mental health,  loneliness and boredom during the lockdowns (for mental health support, please get in contact with My Black Dog). Beth also explains how social media platforms are combating fake news with helpful and factual updates, how people can share their skills on social platforms and discover morale-boosting stories. Check out the full blog here.

So there you have it, that’s our equimedia Wrapped for 2021 and our five most-viewed blogs of the year! If you like our content and find it useful in your marketing strategy, then please sign up for our quarterly newsletter (yes, just 4 emails per year) which contains our latest content including blogs, tools, whitepapers, webinar recordings and other useful resources. Subscribe to our newsletter using the form in the footer of this page.

If you’d like to discuss any of the topics that we’ve covered in this blog, then simply fill in the contact form and we’ll be in touch shortly.