Lane Ellis

Digital Marketing News: Behavior & Analytics Studies, Facebook’s A/B Testing, & LinkedIn’s Carousel Ads

Lane Ellis on Jun 15th, 2018     Online Marketing News

Perceived Influence Marketing Charts Graph

As Concerns Grow Over Internet Privacy, Most Say Search & Social Have Too Much Power
How Internet users perceive the influence a variety of popular online platforms have over their lives was among the subjects examined in a sizable new joint report by Ipsos, the Internet Society, and the Centre for International Governance Innovation, offering some surprising insight for digital marketers. Marketing Charts

Facebook Experiments with A/B Testing for Page Posts
Facebook has been trying out A/B testing of Facebook Page posts, a feature that if rolled out in earnest could eventually have significant implications for digital marketers. Social Media Today

CMOs Say Digital Marketing Is Most Effective: Nielsen Study
Accurately measuring digital marketing advertising spending’s return on investment remains a challenge, while the overall effectiveness of digital ad spend has grown, according to a fascinating new Nielsen study of chief marketing officers. Broadcasting & Cable

Ashley Zeckman

CMWorld Interview: Peter Krmpotic on Optimizing the Content Supply Chain

Ashley Zeckman on Jun 14th, 2018     Content Marketing, Content Marketing World

Content personalization is no longer a dream that marketers have for leveling up engagement with their audience, it’s become an essential combo for winning the content marketing game. Need proof? According to a study from Marketo, 79% of consumers say they are only likely to engage with an offer if it has been personalized. And Salesforce estimates that by 2020 51% of consumers will expect that companies will anticipate their needs and make suggestions, before contact.

But how can enterprise brands scale personalization efforts in a way that is efficient and effective?

Peter Krmpotic, Group Product Manager at Adobe, has focused heavily throughout his career on scaling personalization. He alo references the content supply chain (which is a framework for viewing content production, management and scalability) as a granular way to break down different structural elements and make them more manageable.

Ashley Zeckman

Ready Player One: Top CMWorld Speakers Dish Go-To Classic Content Marketing Combos

Ashley Zeckman on Jun 13th, 2018     Content Marketing, Content Marketing World

Over the years, content marketing has made incredible strides. What used to be considered more 8-Bit tactics such as print and articles, have evolved into more immersive tactics like interactive and video which truly brings audiences into the “game”.

And while the days of 2D 8-bit side scroller content may be gone, that doesn’t mean we should abandon everything we’ve learned about content.

To help uncover some of the tried and true content marketing tactics that have stood the test of time, we’ve tapped into the minds of some of Content Marketing World’s top speakers who shared expert advice in our new eBook: The Ultimate Guide to Conquering Content Marketing.

Nick Nelson

The Question on Many Marketers’ Minds: Should My Brand Start a Facebook Group?

Nick Nelson on Jun 11th, 2018     Facebook, Social Media

Should My Brand Start a Facebook Group

Despite its recent bubble of controversy, marketers still view Facebook as the prime destination for social media marketing.

The newly released Sprout Social Index 2018 reaffirms this, with 97% of social marketers saying they use the platform.

However, while almost everyone is incorporating Facebook into their strategies, not so many express confidence that it’s making the desired impact. Last month’s 2018 Social Media Marketing Industry Report showed only 49% reporting a belief that their Facebook marketing is effective.

With algorithmic changes deprioritizing publisher content on Facebook feeds, and thus suppressing organic reach for brands, marketers are feeling the crunch. As I wrote here recently, “Facebook’s gargantuan active user base is impossible to ignore. We just need to get creative in finding ways to connect with people there.”

Lane Ellis

Digital Marketing News: Internet Trends Report Released, Twitter Joins S&P 500, & Reddit Gains Traffic

Lane Ellis on Jun 8th, 2018     Online Marketing News

2018 Mary Meeker Report Graph

Mary Meeker’s 2018 internet trends report: All the slides, plus analysis
The highly-anticipated Internet Trends report for 2018 has been released, including data bound to prove helpful to marketers for months to come. For more than 20 years venture capitalist Mary Meeker, partner at Kleiner Perkins, has researched and put out the report. Recode

Twitter Will Limit What Third-Party Apps Can Do, Starting August 16th
Twitter is gearing up for August changes that will hamper some popular functionality in third-party apps, including the elimination of streaming real-time tweets and limitations to push notifications in apps, the company recently announced. Search Engine Journal

Instagram Explains How Its Algorithm Works in New Briefing
Instagram has presented fresh insight into some of the signals that go into how its primary feed algorithm works, which could be a boon to marketers. Social Media Today

Anne Leuman

How to Select the Right Type of Video for Your B2B Marketing Goals

Anne Leuman on Jun 6th, 2018     B2B Marketing, Content Marketing, Video

Types of B2B Video & When to Use Them

Mugatu is onto something …

Video Marketing is So Hot Meme

According Content Marketing Institute’s 2018 B2B Content Marketing Report, 72% of B2B marketers use pre-produced video content, 17% use video live-streams, and 4% create documentaries or short films. Combined, this makes video one of the hottest types of content among B2B marketers.

And it’s not without results, either. Video marketing boasts some impressive stats, including:

  • Marketers who use video grow revenue 49% faster than non-video users. – Aberdeen Group
  • Video drives a 157% increase in organic traffic from SERPs. – Brightcove
  • Embedding videos in landing pages can increase conversion rates by 80%. – Eyeview Digital
  • Social video generates 1,200% more shares than text and images combined – Brightcove
Caitlin Burgess

Digital Marketing Spotlight: An Interview With Ursula Ringham, Head of Global Influencer Marketing, SAP

Caitlin Burgess on Jun 4th, 2018     B2B Marketing, Influencer Marketing, Interviews, Social Media

Influencer Marketing Interview Ursula Ringham

They say curiosity killed the cat, but in Ursula Ringham’s case, curiosity is her special gift—both personally and professionally.

“I’m a fiercely curious person who loves storytelling,” Ursula told me. “I guess it’s my hidden talent; I can strike up a conversation with a stranger and get them to tell me their full life story. I’ll talk to anyone. I want to know people and how they think.”

Her curiosity and “love of story” have guided her throughout her marketing career—from early positions at Adobe and Apple to self-publishing a thriller novel to her latest role as Head of Global Influencer Marketing at SAP*.

“I’m no millennial, but I have the millennial mindset,” she says. “You have to go after what you want. You can’t let fear decide your future. And I know if I put my mind to something, I can do it.”

Lane Ellis

Digital Marketing News: StumbleUpon’s Swansong, #Hashtags vs. @Handles, & Google Review’s Anonymity Revamp

Lane Ellis on Jun 1st, 2018     Online Marketing News

Zenith Media Consumption Graph
StumbleUpon Shuts Down After 16 Years
StumbleUpon announced that it will shutter its content discovery platform at the end of June, 2018, ending a 16-year run that saw over 40 million users link to some 60 billion Web locations, with user accounts now moving to Mix.com, co-founder Garrett Camp’s new discovery service. Search Engine Journal

Google Dropping Anonymous Local Reviews?
Google may be moving to end anonymous reviews for its Maps and Local Business offerings, or to remove their star rating impact, according to a Search Engine Roundtable report. Search Engine Roundtable

Twitter looking to expand its programmatic offerings with Timeline Ad network pilot program
Twitter has begun seeking publishers for an expanded programmatic ad network that would allow timelines embedded on network partner sites to feature ads, the company noted on its revamped Twitter Timeline Ads Pilot site. Marketing Land

Anne Leuman

How to Inform Your Content Strategy Using SEO Insights

Anne Leuman on May 30th, 2018     B2B Marketing, Content Marketing

SEO Data Insights for Content Strategy

Marketers know that quality content and smart SEO are essential for driving toward their marketing goals, but that doesn’t mean success is easy to come by. With 53% of B2B marketers reporting their content marketing is only moderately successful, and another 23% reporting it as not at all or minimally successful, it appears that the majority of B2B marketers are struggling to see noteworthy results.

So, how can marketers improve their content marketing and achieve success?

The answer is in the data. More specifically, it’s in the insights you can glean from your data, especially SEO-related data.

Every marketer has access to this data. And it’s time to take that data, analyze it, and use it to inform your content strategy to create customized, relevant, and insightful content that is more valuable to your target audience. But knowing where to start on your data-informed and insight-driven content marketing journey isn’t always clear.  

Ashley Zeckman

Press Start and Get in the Game with the Ultimate Guide to Content Marketing

Ashley Zeckman on May 29th, 2018     Content Marketing, Content Marketing World

PRESS START.

These two words, which routinely appear on the title screens of video games, present both a prompt and a promise. You won’t advance until completing this simple command, but once you do, a world of adventure awaits.

You can “press start” on a brand new CMWorld experience by scrolling down and clicking into our Ultimate Guide to Conquering Content Marketing. Prepare to explore new stages and levels with a host of top players in the content marketing game as we unlock the secrets to success in 2018 and beyond.

Get in the Game

When the going gets tough, gamers can navigate to the options menu and turn down the difficulty level. How convenient!

Nick Nelson

Be Like Honest Abe: How Content Marketers Can Build Trust Through Storytelling

Nick Nelson on May 28th, 2018     B2B Marketing, Content Marketing

How to Build Trust Through Content Marketing Storytelling

Pardon me for telling the same old story once again …

Storytelling is a fundamental staple of content marketing.

This isn’t news. It has become a central talking point throughout the business world, and one we’ve discussed quite frequently here on the TopRank Marketing Blog.

Compelling narrative is impactful for fairly obvious reasons: it captivates a reader, keeps them engaged, and tends to leave a lasting impression. The psychological power of storytelling has endured from ancient times, and outweighs any new technology or tactic that comes along.

But one of the less-discussed benefits of storytelling might be among the most important in today’s context: it builds trust with your customers and prospects. Today, we’ll examine how this dynamic works and why every marketer should be on board.

Lane Ellis

Digital Marketing News: Preferred Platform Study, B2B Influencers & Blockchain For Marketers, & Travelers Turn To Instagram

Lane Ellis on May 25th, 2018     Online Marketing News

Marketing Charts Platform Usage Graph

Social Media Marketing Update: Preferred Platforms and Content Types in 2018
A multitude of the latest trends in social media marketing have been detailed in a new report from Social Media Examiner, revealing that Instagram has surpassed a declining Twitter in overall popularity, while B2B marketers continue to prefer LinkedIn. MarketingCharts

Study: Millennial travelers’ Instagram use has grown 375% since 2013
U.S. millennial travelers have turned to Instagram 375 percent more than they did in 2013, according to new research on social media usage among travelers, while Google stayed the top overall travel site. Marketing Dive

Facebook Releases Latest ‘Topics to Watch’ Report, Highlighting Key Trends
U.S. marketers now have access to Facebook’s latest list of topics to watch, as the social media giant released its “Topics to Watch” list for April, 2018, including the fastest-growing conversation topics on the platform. Social Media Today