Lee Odden

The State of Minnesota Marketing: Insights from 6 Minnesota Brands

Lee Odden on Oct 23rd, 2017     Digital Marketing
State Minnesota Marketing

Minnesota is home to numerous nationally and internationally known brands, ranging from household consumer names like Target and Best Buy to giants like Cargill and United Healthcare. Given their broad focus, their home state isn’t a singular marketing focus for these big companies. But what about brands where the state brand plays a part of the company brand? What impact does that have on marketing?

That was the topic of a brand panel at the recent Minnesota Marketing Summit in Minneapolis.

Moderated by Nicole Shannon, Executive Director, Advertising for Star Tribune, the session opened up to a standing room only crowd. Panelists were on-hand from Minnesota brands including Explore Minnesota, Minnesota State, Sunrise Banks, Sun Country, Children’s Minnesota and the Minneapolis Downtown Council to discuss: What is the Minnesota brand and how does it relate to marketers and brands of companies operating here?

Lee Odden

Digital Marketing News: Twitter Video Ads, Livestreaming Rise, RIP Eric Ward

Lee Odden on Oct 20th, 2017     Online Marketing News

Livestreaming

The Rise of Livestreaming: Why People Watch, and How Brands Can Benefit [Infographic]. Facebook users comment 10 times more on live videos than on regular videos. Find out what people are watching, what their preferences and behaviors are in this infographic from Koeppel Direct. MarketingProfs

The four habits of successful data-driven marketers. Econsultancy invited marketing experts to discuss what they do, the problems they face, and how they overcome obstacles which revealed 4 keys to data-driven marketing success from data management, to testing hypothesis and proper attribution models. Econsultancy

Twitter introduces a new video-centric ad format. The Video Website Card starts out as an auto-playing video with a customizable headline, which then opens up to a larger video and website preview, and ultimately directs viewers to the advertiser’s chosen website when they tap on it. Will this format take off? TechCrunch

Caitlin Burgess

How We’re Building a Content Marketing Dream Team

Caitlin Burgess on Oct 19th, 2017     Content Marketing

A few members of the TopRank Marketing content marketing dream team.

As the digital landscape continues to grow and shift, digital marketing — particularly content marketing — has a majority stake in most brands’ marketing strategies these days. After all, nearly half of the world’s population now uses the internet, and we want our content to meet people where they are and when they’re searching.

As a result, brands and agencies alike are on the lookout for savvy, driven content gurus with proven writing, planning and strategy skills to add to their marketing teams — including TopRank Marketing.

Elizabeth Williams

3 Mouth-Watering Content Marketing Case Studies That Bring Home the Bacon

Elizabeth Williams on Oct 18th, 2017     Online Marketing

If you’ve ever been pregnant, lived with a woman who’s pregnant or even just been around a pregnant woman, you can guess it is not smart to lie to a woman who’s pregnant about food.

Well that’s how I felt today. 6 months along and in arrives a marketing email with the subject line: “[Infographic] Good Marketing starts with good snacks.” Yes, I understand, I’m not literally going to get any food out of this, but I expect to see some mouth-watering graphics upon opening the email. Nope.

Instead I found food references in the copy like “Are you giving your prospects nourishing snacks or asking them to bite off more than they can chew?” and “Make your content highly snackable”. Still, this email teased me enough to click on the CTA to the infographic: Surely within it food will reside!

Joshua Nite

How to Choose Dynamic Images for Your Blog Posts

Joshua Nite on Oct 17th, 2017     Content Marketing, Digital Marketing

I’m a content writer, not a graphic designer. My job is to make the words dance, to convey useful information in an entertaining way.

As such, for a long time visuals were just an afterthought for me. Yeah, a blog needs a header image. So after I’m done writing I’ll slap something on there, check that box, and send it off to the client.

As content continues to proliferate, though, that laissez-faire approach isn’t enough. Your potential audience has far more content available to them than they’ll ever be able to read. That means they’re actively looking for reasons not to read your content. A weak—or worse, missing—visual is a perfect excuse to move to the next thing.

Caitlin Burgess

How to Make the Switch to Content-Driven SEO #MNBlogCon

Caitlin Burgess on Oct 16th, 2017     Blogging Strategy, Content Marketing

TopRank Marketing’s Joshua Nite made his debut on the speaker circuit this past weekend at the 8th annual Minnesota Blogger Conference held at Concordia University in St. Paul.

Charming the crowd with his unique brand of wit, creativity, mad content marketing expertise, and numerous “cats with hats” references, Josh delivered a The Good Place-themed presentation titled: “The Good News About Creative Content: From SEO-Driven Content to Content-Driven SEO.”

As someone who spent 12 years as a creative comedy writer for a video game called The Kingdom of Loathing, Josh said he was terrified by the concept of SEO-driven content when he made his transition into content marketing.

“The worst content to write, and the worst content for people to read, was the stuff that [search engine] robots liked to read to most,” Josh said.

Lee Odden

Digital Marketing News: Twitter Happening Now, Snapchat Context Cards, LinkedIn Video Ads

Lee Odden on Oct 13th, 2017     Online Marketing News

LinkedIn Video Ads

Video Ads Are Finally Coming to LinkedIn (client) – When LinkedIn began allowing users to upload videos in August, video ads seemed like an inevitability, and they are now one step closer. LinkedIn announced today that it is running a closed beta test of video for sponsored content “with a limited number of advertisers.”  AdWeek

Twitter Plans To Release A Bookmarking Tool #SaveforLater. You know how you can save posts to read later in Facebook? Well, Twitter is looking to do the same thing. For all of you liking posts as a way to bookmark, you can stop that practice with this new feature. Will this mean likes will go down? Probably. BuzzFeed

Caitlin Burgess

Will More Tweet Space Equal More Value for Your Twitter Audience?

Caitlin Burgess on Oct 12th, 2017     Social Media, Twitter

Last month, Twitter made big headlines after announcing it was in the midst of testing 280-character tweets as a way to give users more room to “express” themselves. The announcement came a little more than a year after Twitter stopped including links and photos in character counts.

“We want every person around the world to easily express themselves on Twitter, so we’re doing something new: we’re going to try out a longer limit, 280 characters, in languages impacted by cramming (which is all except Japanese, Chinese, and Korean),” the company said in a press release on its blog. “Although this is only available to a small group right now, we want to be transparent about why we are excited to try this.”

Ashley Zeckman

Making B2B Marketing Gold: A Look Back at MarketingProfs B2B Marketing Forum #MPB2B

Ashley Zeckman on Oct 11th, 2017     Online Marketing

Image via MarketingProfs

To open up the 2017 MarketingProfs B2B Marketing Forum, Chief Content Officer Ann Handley shared a challenge for attendees to keep top of mind while at the conference (in addition to tap dancing, but more about that later):

#1 – Find Your Squad

This has been a running theme for the B2B Marketing Forum for as long as I can remember. Because the conference is capped at around 1,000 attendees, you actually have the opportunity to run into some familiar faces during the conference.

Even if you traveled to the event with members of your own team, it’s important to make the effort to meet new people, “your people”. I’ve been lucky to meet some really amazing people at conferences and continue to be in contact with many of them to this day.

Lee Odden

Content Marketing Platform BuzzSumo Acquired by Brandwatch

Lee Odden on Oct 10th, 2017     Online Marketing News

Brandwatch acquires BuzzSumo

It’s no mystery that I’m a big fan of BuzzSumo. I’ve been a customer since they launched and have advocated for the platform in blog posts, interviews and marketing presentations all over the world – including keynoting at the BuzzSumo ContentSEO conference in New York.

I’ve also been a fan of Brandwatch after my pal Richard Bagnall introduced me to the CEO, Giles Palmer. I’ve had a chance to spend time with Giles as well as members of the Brandwatch team at their user conference and in the Brandwatch New York office.

Today those worlds come together as Brandwatch announces their acquisition of BuzzSumo.

Dan Rasmussen

Learn How to Connect Actions to Results Using Marketing Attribution

Dan Rasmussen on Oct 10th, 2017     Digital Marketing, MarketingProfs B2B Forum

We’ve all been there. The big marketing campaign you spent months on just ended, it was a smashing success! Champagne was popped, there were pats on the back all around, life was good. But when the dust finally settles, you’re left staring a mountain of data square in there eyes, wondering if the marketing attribution you set up tells the real story.

Fortunately for you, during this year’s MarketingProfs B2B Marketing Forum, Dayna Rothman of BrightFunnel broke down how you as a savvy marketer can orchestrate the buyer journey and turn it into a science by properly leveraging data and analytics.

The “Marketing Holy Grail” is to turn the buyer journey into a science by sending the right message, to the right person, at the right time.

Alexis Hall

Everything You Need to Build a LinkedIn Marketing Tactical Plan

Alexis Hall on Oct 10th, 2017     LinkedIn, MarketingProfs B2B Forum

Over the last five years, we’ve seen an evolution in the way B2B marketers are talking about and using social media. We’ve evolved from asking “Should we be doing it?” to “Is what we are doing worth it?” to now “How do I make this really effective channel even more effective?”.

According to a recent study from Oktopost, 79% of B2B marketers believe social media is an effective marketing channel (Oktopost). And for many B2B marketers, LinkedIn is THE social media channel. In fact 43% of marketers say they’ve sourced a customer from LinkedIn (Hubspot).

But could we be doing better? Can we use LinkedIn more effectively?