You’ve surely heard of news-jacking, but are you familiar with holiday-jacking? If it isn’t an official marketing term, it definitely should be. The bigger the holiday, the larger the interest among the consumers and the associated volume of search on Google. By effectively targeting your marketing materials to upcoming holidays, you can capture the interest of consumers who are attuned to the season.

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Have you heard about Google’s 15th birthday present to itself? Last week, the world’s undisputed search giant rolled out an all-new search algorithm, dubbed Hummingbird because “it’s fast and light”. The name is a dramatic departure from the P-theme of their prior Panda and Penguin updates, but the company’s search chief Amit Singhal reports that Google Hummingbird is the biggest rewrite since 2001.

The shift’s been described as “silent,” despite the fact that the company’s engineers estimate it will affect around 90% of search results. The company’s offered few technical specifics on just what we can expect from Google Hummingbird, though search experts worldwide are quickly identifying what content marketers can expect in this all-new era of search.

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It’s a pretty terrible time to be in the traditional advertising sector. The Wall Street Journal recently named advertising and promotion management the “fastest disappearing” jobs in the US.

As HubSpot blogger Dan Lyons points out, it’s not like the situation is going to improve next quarter, either. The internet has severely disrupted traditional marketing techniques, including advertising and the newspaper industry. Inbound and content marketers are most definitely here to stay.

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