Nick Nelson

3 Unusual Content Marketing Approaches That Actually Work

Nick Nelson on Dec 11th, 2017     Content Marketing, Digital Marketing

My favorite brand on social media is Denny’s. The diner chain eschews pretty much every marketing convention, and that’s exactly why its efforts stand out so much.

The company’s online personality has been compared to that of a “chill teenager.” Its Twitter feed is filled with juvenile humor, rarely promoting the restaurant’s actual food in any serious way. I doubt many people find the image of a pancake in a shoe appetizing. The Denny’s Instagram page looks like some sort of bizarre avant garde art project.

None of this goes by the book. But Denny’s scores tremendous engagement on almost every social media channel, and has developed a cult following of sorts on the web thanks to its quirky content. This has proven to be a significant differentiator for their business.

Lee Odden

Digital Marketing News: Mobile Beats Desktop, YouTube Stories, Facebook for Kids?

Lee Odden on Dec 8th, 2017     Online Marketing News

Top Women Influencers in Tech

TopRank Marketing has partnered with Onalytica for the Women in Tech: Hot Topics and Influencers List for 2018. The list features influencers in the categories of Artificial Intelligence, FinTech, Blockchain, BigData, IoT, EdTech, MarTech, InsurTech, Virtual Reality, and Cyber Security. Onalytica Blog

Study: 80% Of Brands Plan To Boost Video Spending In 2018. Of course Facebook and Google dominate video advertising with Facebook accounting for 39%, and Google’s YouTube, 27% of digital video ad spend. The cost of producing targeted high-quality videos is prohibitive, and many marketers rely on agencies to create the ads. MediaPost

Facebook tests tool to make it easier for businesses to send message blasts on Messenger. Facebook is internally testing a tool called Messenger Broadcast that businesses would be able to use to send message blasts to people who had conversed with their accounts on Messenger. Of course that wouldn’t work of Messenger is down (see above).  MarketingLand

Joshua Nite

5 Outdated Content Marketing Tactics (And What to Do Instead)

Joshua Nite on Dec 7th, 2017     Content Marketing, Digital Marketing

Can I interest anyone in an iPhone? No, not the iPhone 8 or X. I’m talking about this bad boy:

No takers? But it has a 320X480 pixel screen, 128 Mb of RAM, and a single 2-megapixel camera! Back in 2007, this was the hottest phone on the market. People lined up in front of stores just to get their hands on one.

You get the point: State of the art quickly becomes laughably outdated. What used to thrill a consumer’s soul is now something we wouldn’t give a toddler to play with.

That kind of obsolescence isn’t limited to the tech industry, of course. The cycle from next-big-thing to the dustbin is even faster in online content. Yet many content marketers are using tactics that, while they once worked, are now as outdated as that original iPhone. What’s worse, some of us are still in the flip-phone stage.

Lee Odden

5 Examples of Influencer Marketing in Action Across the Full Customer Journey

Lee Odden on Dec 6th, 2017     Influencer Marketing

Influencer Marketing Customer Lifecycle

Much of what we hear about influencer marketing is centered around reach and engagement objectives. This is not unlike the early days of social media marketing programs where platform capabilities and user behaviors created a perfect storm for connection and interaction.

Fast forward to today and we’ve certainly learned that social media is not a silo of communication, but more of a universal truth when it comes to where people spend their time to discover, consume and interact with content.

Influence brings that same universal truth in terms of something that affects us all. From a marketing context, influence is the ability to affect action and since virtually every person with a phone is empowered to publish, everyone has some degree of influence.

Caitlin Burgess

How Employee Engagement Helps Drive the Success of Your Marketing Efforts

Caitlin Burgess on Dec 5th, 2017     Digital Marketing, Public Relations

As our world becomes increasingly driven by digital technologies and the workforce experiences generational shifts, employee engagement is rising as a top focus area for many companies. After all, according to Gallup’s 2017 State of the American Workplace study, just 16% of the American workforce is “actively” engaged.

Of course, when employees aren’t engaged, they’re a flight risk. In fact, Gallup’s research also revealed that 51% of employees are actively looking for a new job or watching for openings. Furthermore, those employees who fall into the “actively disengaged” category, are almost twice as likely as engaged employees to seek new jobs. And when employees leave, that can have a big impact on your bottom line when it comes to recruiting and back-filling costs.

Anne Leuman

How 5 B2B Brands Are Using Snapchat and Instagram Stories

Anne Leuman on Dec 4th, 2017     Digital Marketing, Online Marketing, Social Media

B2B brands are usually slow to jump on the latest social media craze train, and with good reason. Their audience might not even be on those social media networks. For example, Snapchat was originally full of teenagers and controversy — not a great place to grow brand awareness or share thought leadership. But my, oh my, how far we’ve come.

Today, networks like Snapchat, Instagram, Messenger, and other marketing channels are becoming new breeding grounds for B2B brands. But with frequent product updates introducing new features and advertising tools, brands are often left wondering what the best approach is.

Lee Odden

Digital Marketing News: F500 Are Visual, LinkedIn on Top, Business of Color

Lee Odden on Dec 1st, 2017     Online Marketing News

The Business of Color
From golden arches to red bulls, color is fundamental to our recognition of familiar brands and color affects the way people react when they first encounter a company. Vistaprint worked with Dr. Sally Augustin of Design With Color to develop recommendations for the design of places, objects, and services that support desired cognitive, emotional, and physical experiences. Vistaprint

Study: Social Media and Blog Usage by Fortune 500 Companies in 2017. Fortune 500 companies are increasingly using visual social networks such as Instagram, YouTube, and Snapchat, according to recent research conducted by Nora Ganim Barnes and Shannen Pavao at The Center for Marketing Research, University of Massachusetts, Dartmouth. MarketingProfs

Joshua Nite

Content Marketing Lessons from 4 Holiday Advertising Fails

Joshua Nite on Nov 30th, 2017     Content Marketing

Making a great holiday ad should be simple. Start with a heartwarming message about love, peace, and goodwill. Add twinkling lights and evergreen trees and families getting warm by a fire. Then add your brand’s logo discreetly toward the bottom right. There you have it – a holiday ad that won’t offend, creep out, or annoy anyone.

It’s an easy formula, but one that a surprising number of brands mess up every year. Fortunately for us, they mess up in entertaining and educational ways. It’s almost easier to learn from a cautionary tale than a role model, so reveling in bad marketing can make you a better marketer.

Ashley Zeckman

Content Conversations: How to Hit the Ground Running with Content Marketing in 2018

Ashley Zeckman on Nov 29th, 2017     Content Marketing, Digital Marketing

We are in the final stretch of 2017 which means 2018 will be here before we know it. And unfortunately, Q2 will be here in the blink of an eye.

All too often we spend weeks or even months creating a content strategy, and quickly find that by the middle of March, we’ve already abandon our best laid plans. Instead, we should be spending our efforts developing a plan that is tied to a core group of objectives that we can reference as soon as it feels like things may be getting off track.

Caitlin Burgess

12 Industry-Specific Opportunities for Boosting Social Media Engagement

Caitlin Burgess on Nov 28th, 2017     Social Media

In the ever-changing social media landscape, we marketers are often on the prowl for meaningful data and insights to understand what works, what doesn’t and where our opportunities may lie. As a result, we often turn to industry research and studies, which often feature benchmarks that help us better internalize our own metrics and understand how we stack up to the competition.

While most studies offer incredibly insightful and useful information, one component may be missing: industry context.

Earlier this year, Rival IQ released its 2017 Social Media Industry Benchmark Report, featuring unique benchmark data for six different industries: Media, Higher Education, Non-profits, Food & Beverage, Fashion and Health & Beauty.

Why is context so important? As Rival IQ so eloquently said:

Anne Leuman

4 Significant Marketing Channels You Should Adopt in 2018

Anne Leuman on Nov 27th, 2017     Online Marketing

Regardless of whether you’re a B2B or B2C marketer, your audience is always on the move. With changing devices, interests, and behaviors it’s increasingly difficult to stay in front of your target audience. As the saying goes, ‘a moving target is harder to hit.’

To increase our chances of hitting our targets, we often weave several channels into our marketing strategy, putting our brand in front of more potential leads. However, in today’s digital landscape, it can feel like new platforms and social networks pop up daily leaving you to wonder if you need to change up your strategy.

Below, we gathered our top four emerging digital marketing channels to help you decide which channels are worth focusing on and stay top of mind with your target audience. Read on to learn how you can adopt them into your 2018 marketing plan.

Tiffani Allen

Digital Marketing News: Tech & ABM, Top Search Ranking Factors and 2017 Consumer Trends

Tiffani Allen on Nov 24th, 2017     Online Marketing, Online Marketing News

How New Tech Trends Can Amplify Your Marketing Strategy [Animated Infographic]
How can technology help your account based marketing be more efficient and more personal? This infographic answers that question and more about marketing technology trends, AI and machine learning. MarketingProfs

Top 17 Organic Search Ranking Factors [STUDY]
A new study from SEMRush shows the top search ranking factors for 2017. These factors heavily favor engagement and quality of content – with factors like bounce rate, time on page and direct visits dominating the top of the list. Having the appropriate keywords in the title, meta description and page content were near the bottom. Search Engine Journal