We often fall prey to mundane projects, but every once in a while we must hunt for and accept a shiver-worthy task. You don’t need to be a ‘creative’ to feel this energy bursting out of you. When that rare great idea, question, or brief comes along you won’t be able to resist it.

Austin Kleon shares quotes of famous creative people to explain this sensation when you know an idea is good. Here’s one that I’d really like to share –

*“When I make a connection between two disparate subjects, I can almost feel my scalp tingle. ***I imagine the dendrites in my brain reaching out to make new connections to old knowledge. To me, setting my scalp atingle is one of the most enjoyable aspects of writing…”

—Leonard Shlain, Art & Physics

Onto the #WeeklyWrap –

The featured snippet is one of the most competitive SERP positions and provides a great UX. Link Assistant shares how to create and organise content that gets picked by google. The first and most important tip was to research the SERP. For each query, google choose to show text steps or video in the featured snippet. It believes the chosen feature solve the user’s query perfectly. It is your job now to decide which content type, text or video must you create in order to be featured which medium would explain and create it so.

Persona-based marketing has been there for a long time but Consumer Acquisition shares how to upgrade that strategy. Their tips can be translated directly into ad messages and target audiences better. The article shares a few motivations your customer may have, one of them – the escapism motivation is quite interesting. It’s about creating your own world, away from the distressing reality. Here brand can focus on the personalisation and joy that the product brings.

As 2021 ends, you will need to review your performance. For the booming e-commerce sector Drip shares 8 metrics that you need to track. These include – customer lifetime value, average order value, site conversion rate and more. Tracking these numbers will help you decide the next year’s KPI’s a lot better.

Most of copywriting is just psychological triggers, at least for SEO content. Stacked marketer shares in a video, some examples of effective SEO writing that you can adapt for your business. One of the examples was how a haircare brand instead of loudly promoting the features used customer testimonials in their emails to project trust and credibility.

Every consultant or media planner out there spends a significant time making reports and understanding data. Analytics mania shares how you can customise Google Analytics reports making them easier to create and interpret. The article is a detailed step-by-step guide, easy to follow and a must-read!