The week's most relevant content from around the web and why it's important.

July 19, 2013

(Yext)

It’s clear that for businesses to integrate authentically on social, they need to focus on local—and, as a result, social is becoming a resource for local information. This article looks at how local is changing, and the ways businesses (and consumers) are using social, including research that finds that 12.4% of U.S. adults use Facebook for information about businesses online. 

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(Wordstream)

If the fear of difficulty and major spending has kepy you from conducting landing page testing, you're being too influenced by your imagination and not enough by facts. There are tangible and simple ways to boost your landing page conversion rates and lower your cost per acquisition. Here are 12 ways.

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Kyle Kensing (CareerCast)

Job search portal CareerCast.com just released its new report on the 8 best marketing and advertising jobs. To compile the list it considered five key criteria: Environment, income, stree, physical demands and job outlook. Here are the 8 best jobs in advertising and marketing, according to CareerCast. 

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Carla Greenberg (Marketing Daily)

Some of the most well-known brands in the world rose to the distinguished level of "TRUE" brands in a pair of new Forrester rankings based on online surveys this year. The firm argues that brand health comes from the extent to which it is trusted, remarkable, unmistakable and essential. See who made the TRUE brands list and read some of the comments from consumers. 

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By Patricia Odell

Taking a winning promotion, in this case an online contest by Nivea, to a new and even more successful level is what every agency would like to do for its clients. Here's an example of how Nivea, and its digital agency of record, Rosetta, did just that.

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Stephanie Clifford (New York Times)

Retailers are gathering data about in-store shoppers’ behavior and moods, using video surveillance and signals from their cellphones and apps. Last fall, Nordstrom started testing new technology that allowed it to track cusomers' movements by following the Wi-Fi signals from their smartphones. Customers weren't so happy. 

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Ike Pigott (Social Media Explorer)

The successful marketer has injected added value to their messages—some opting for humor, some for utility, others for sheer journalistic weight. But the recipe for great marketing content isn’t as easy as just adding butter. There are some basic steps to ensure you aren’t losing your way. Ask yourself these 4 questions:

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