The Beat | October 14, 2022

Ad fraud costs businesses $35 billion globally

Click fraud is not a new thing. For years, this practice has been performed as a way to circumvent the system and suck money from internet advertisers—and it’s much more aggressive than you might realize: statistics show that 40% of all web traffic is from fake users and bots, costing brands and advertisers approximately $35 billion dollars. Yep, that’s not a good picture. That’s why we’ve brought some ideas of how to escape this trap in this The Beat, as well as some good updates on Twitter, YouTube, and Google that’ll boost your strategies and the biggest takeaways from two of the best Marketing conferences in the world. 

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Being a marketer means looking at your business strategies internally and externally. Being mindful of what you do, while also alerting to external threats (like a flood of fake traffic and bots) and opportunities (like some cool updates). Let's talk a little bit about this in this issue of  The Beat. Shall we?
Vitor Peçanha, co-founder of Rock Content.
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Article

Click bots and fake traffic cost online advertisers $35 billion

Guilherme Rezende
Growth Analyst
Ads rely on traffic to work. But if you're an advertiser, you've probably come across pay-per-click, or PPC, inconsistencies between the amount of traffic and clicks. Well, this particular problem has a name: click bots and fake traffic in Ads. And this means money that is not in your pocket: a study by the University of Baltimore estimated ad fraud costs businesses $35 billion globally in 2020 alone. Can you escape this trap? We share our expert impressions in this full article.
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Article

New Twitter Multimedia update brings more opportunities to creators and marketers

Alina Neves
Global Customer Experience Analyst
Twitter has been in the spotlight lately, due to the troubled negotiation with Elon Musk. But even with this uncertain scenario, that hasn’t stopped them from launching several updates lately. After the feed algorithm and the edit button, the blue-bird social platform is rolling out mixed media tweets for all users worldwide, which allows creators and brands to upload up to 4 images, videos, and/or GIFs in one tweet. Pretty cool, right? We show you all the possibilities (and tips on how to use them in your strategy) in this article.
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Article

YouTube adopts the @username format with the launch of YouTube Handles

By Ashley Rodriguez
Content Strategist
Handles and @usernames are common across social media like Instagram, TikTok, Facebook, Twitter, Telegram, and so on… but YouTube was not a part of these channels—until this week. The company announced YouTube Handles, a new way for creators and brands to identify their channel with an @username format in order to interact with their viewers across YouTube Shorts, channel pages, in video descriptions, in comments and more. Want to know how it works? We explained everything, follow us. 
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Podcast

How to market during a downturn

To market during a downturn requires a battle plan: what costs should be contained, what investments should be focused on, and most importantly, how to shore up to stay alive. In this brand new podcast episode, join our CMO’s Workroom to talk about ways to spend smarter, insights to identify new opportunities, successful marketing cases from both CMOs, and much more. Listen now!
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Special Guest

Andrew Hoerner
CMO at Coherent

Andrew Hoerner
CMO at Coherent

Andrew Hoerner has a wealth of experience as a Marketing chief, working as a fractional CMO for SaaS companies, as well as big names like McAfee, Securify, Symphony, and now as the CMO of Coherent. He also spent five years leading Marketing for the largest cybersecurity trade organization, FS-ISAC.
Column

How (and why) to write your own obituary

By Ryn G
Senior Copywriter at WriterAccess
Never mind daily exercise or vitamin B12. If you really want to stay focused and motivated, try writing your own obituary. Yeah, we know. The very idea of writing any obituary can make some people grimace – yet it’s also a powerful process that comes with massive benefits. That’s what we’ll wonder through in this week’s column — straight from WriterAccess, the content marketplace recently acquired by Rock Content. Don’t be afraid, come read!
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Tamsen Webster
Column

Conference Recaps: Marketing takeaways from Inbound and CMW

 
 
Tamsen Webster
By James Grieco
Content Marketer at WriterAccess

Marketing conferences are back and bolder than ever. That’s why we invite you to reflect on the two of the month’s biggest events–HubSpot’s Inbound, perhaps the most influential Marketing conference around, and Content Marketing World, the largest content marketing-focused event on the planet. Whether you got to experience the conferences for yourself–in-person or at home–or missed this year’s ticket, here are the four biggest takeaways straight from WriterAccess, the content marketplace recently acquired by Rock Content.

 
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Column
 

Conference Recaps: Marketing takeaways from Inbound and CMW

 
By James Grieco
Content Marketer at WriterAccess
Marketing conferences are back and bolder than ever. That’s why we invite you to reflect on the two of the month’s biggest events–HubSpot’s Inbound, perhaps the most influential Marketing conference around, and Content Marketing World, the largest content marketing-focused event on the planet. Whether you got to experience the conferences for yourself–in-person or at home–or missed this year’s ticket, here are the four biggest takeaways straight from WriterAccess, the content marketplace recently acquired by Rock Content.
Read all content > 
 
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Column

How (and why) to write your own obituary

 
Tamsen Webster
By Ryn G
Senior Copywriter at WriterAccess

Never mind daily exercise or vitamin B12. If you really want to stay focused and motivated, try writing your own obituary. Yeah, we know. The very idea of writing any obituary can make some people grimace – yet it’s also a powerful process that comes with massive benefits. That’s what we’ll wonder through in this week’s column — straight from WriterAccess, the content marketplace recently acquired by Rock Content. Don’t be afraid, come read!

Read all content > Opens in a new window.
Conference

Let’s Rock at Content Marketing Conference

The largest gathering of content marketers on the planet!
November 9-11th, 2022

Let’s Rock at Content Marketing Conference


The largest gathering of content marketers on the planet!
November 9-11th, 2022
Quote of the week

“The power to influence can change the entire trajectory of a brand and how it’s perceived by audiences”

Darain Faraz,
LinkedIn international brand marketing director for Marketing Week
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Quote of the week

“The power to influence can change the entire trajectory of a brand and how it’s perceived by audiences”

Darain Faraz,
LinkedIn international brand marketing director for Marketing Week
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