TikTok Partners with WHO to Combat Medical Misinformation (2 minute read)
TikTok has joined forces with the World Health Organization's Fides group to improve its medical fact-checking efforts. The Fides network, consisting of over 800 healthcare professionals, will create evidence-based content on TikTok to address important health topics. This partnership aims to enhance TikTok's role in educating younger audiences and ensure accurate health information.
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Consumers' moods—and purchases intent—goes up at the movies, report finds (3 minute read)
Going to the movies can increase people's moods, leading to greater brand favorability and purchase intent. As social media use declines due to its negative emotional effects, more young adults are turning to real-life experiences. Over 60% of 18-24 year-olds have attended a movie recently. 78% of moviegoers feel good during their visits, resulting in an 18% increase in brand favorability and a 35% boost in purchase intent.
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7 Tactics for Ecosystem-Led Outbound (4 minute read)
Deals influenced by ecosystems close 53% more often and 46% faster as companies adopt an ecosystem-led outbound strategy to overcome traditional outbound challenges. This approach focuses on leveraging partner relationships and intent signals to identify high-priority accounts, with tactics such as integrating partner overlap data into CRMs and hosting “Funnel GPS Calls” to align sales, marketing, and partnerships.
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Passing the Button-Clicker Test, and Other 0 to 1 Lessons from Lattice's First Marketing Hire (15 minute read)
Lattice's early marketing focused on building organic growth by heavily investing in SEO and content. One challenge was balancing high-priority tasks with distractions, which led to the creation of the “button-clicker test” to identify impactful actions. Lattice's first marketing hire worked closely with the product team to ensure marketing efforts aligned with product development. They prioritized customer insights to fine-tune their messaging, which helped Lattice establish a customer-centric marketing foundation.
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AdCreative.ai (Tool)
AdCreative.ai generates high-converting ad creatives tailored to your audience preferences using AI. Its features include creative generation, text and headline generation, ad scoring, and competitor ad tracking. The tool offers a 1 week free trial and then starts at $15 per month.
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How Perplexity's growth is changing search habits (10 minute read)
Perplexity.ai is growing as a search alternative to Google by offering concise, accurate answers with sources. Perplexity focuses on user-centric features like related questions, real-time updates, and clean UI. Despite its smaller user base compared to Google and ChatGPT, its rapid growth and premium subscription model show strong potential. The platform also plans to introduce targeted advertising while expanding partnerships with publishers through a revenue-sharing program.
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Unpacking NerdWallet's SEO: 10 Things I Discovered (8 minute read)
NerdWallet's SEO performance faltered in 2024, losing 6 million in organic traffic due to Google's core update, seasonal search demand, and increased competition from specialized sites and its own financial partners. The company responded by enhancing content trustworthiness and strategically redirecting pages to regain some lost traffic. Its SEO still drives significant revenue, but diminishing returns from programmatic content and competition from partners like Chase pose ongoing challenges.
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The Future of SEO is User-Generated Content (4 minute read)
The future of SEO is moving toward User-Generated Content (UGC) as AI takes over traditional content creation and search rankings. Platforms like Miro, Notion, and Canva have leveraged UGC to fuel growth with user-created templates and resources. While UGC requires long-term investment and user incentives, it offers a competitive edge that's hard to replicate. Companies can improve SEO and deepen user loyalty by embedding UGC into activation and re-engagement journeys.
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Thanks for reading,
Alison Koh, Maddi Salmon & Joao Kodama
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