Cambridge, Mass.

Heather Fletcher is senior content editor with Target Marketing.

Some long-accepted copywriting tricks don't work to gain clickthroughs on headlines via email, mobile, social media or online means. For example, the often-used "you," "your" or "you're" words actually decrease CTRs, say New York-based Outbrain and Cambridge, Mass.-based HubSpot. On Feb. 17, the marketing software providers who teamed up to create the research titled "Data-Driven Strategies For Writing Effective Titles and Headlines" used a few of their findings in the tweet announcing the work.

Realtors post on social media networks nearly 20 times a week, while e-commerce marketers tend to post a little more than six times. Yet e-commerce has more than three times the followers and, among e-com marketers who post more than 10 times a week, those marketers see nearly 12 times the engagement per post. Conversely, Realtors who post an average of less than once a week see nearly 4.5 interactions with that post.

HubSpot Content Strategist Erik Devaney's report delves into the secret mix that makes social media marketing work.

In what may be a blow to Pinterest, the social network that just had a huge feature in the New York Times about how it is "pushing deeper into ads," Forrester Research published a report titled "Pinterest Is Not Ready For Prime Time: Its Enormous Potential Demands Richer Ad Targeting." In a Jan. 15 blog post summarizing his research, Nate Elliott—an analyst for the Cambridge, Mass.-based research and advisory firm—is unequivocal. "Pinterest's marketing value lies more in the future than in the present," he writes. "By 2016, Pinterest's ad offering could trump that of other social sites—but today, most brands struggle to successfully use it as a marketing tool."

In what many journalists call a "Friday night news dump," parlance for dropping a big story that organizations hope won't get noticed right away, Facebook announced that it will all but do away with organic brand reach on consumers' news feeds in January. "Pages that post promotional creative should expect their organic distribution to fall significantly over time," according to Facebook. That prompted this Monday Forrester Blog post from Nate Elliott: "Facebook Has Finally Killed Organic Reach. What Should Marketers Do Next?"

Be clear with consumers about paying for content (i.e., "native advertising"), because tricking consumers with native advertising hurts marketers more than it helps. "Marketers are not best served when readers are fooled by a site to see their advertisement as editorial content," writes Ryan Skinner in his Sept. 24 blog post, "Who Paid for This Content?!"

Remember the first year mobile marketing was supposed to take hold? No? Well, get out the calendars. This is the year cloud computing is supposed to become mainstream and unite with mobile, according to Forrester's James Staten.

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