TopRank Online Marketing

Archive for June, 2013


Lee Odden

Online Marketing News: Facebook Exposed, Google Mine, Twitter Geo, Vine Boom!, Organic Spanks Paid

Lee Odden on Jun 28th, 2013     Online Marketing, Online Marketing News

BtoB Content Influence on Buyers

The CMO Council and NetLine have conducted a study (Better Lead Yield in the Content Marketing Field) that reports 87% of B2B buyers saying online content has a moderate or major impact on vendor selection. The most trusted BtoB content comes from professional associations, not vendors. The most trusted and valued types of content include:

  • Papers from industry organizations – 50% 
  • Customer Case Studies – 48%
  • Analyst Reports – 44%
  • Independent product reviews – 41%

Even though BtoB marketers spend about 25% of their marketing budgets (and $16.6 billion overall on content marketing) on content creation, most companies lack effective content marketing skills. “And very few have content performance measures and metrics in place to scorecard effectiveness and calculate ROI.” Story: CMO Council. Image: Demand Gen Report

Lee Odden

The Power of Influence in Content Marketing

Lee Odden on Jun 27th, 2013     Content Marketing, Online Marketing

influencers content marketingWith 2.5 quintillion bytes of data created every day, marketers are challenged to stand out amongst the sheer volume of information confronting their target audience.

At the same time, information overload drives consumers to filter their choices to those few who are most trusted, credible and meaningful. Becoming known as “the best answer” for your domain of expertise wields incredible influence on the search and social web.

When consumers are empowered to create, consume, publish, interact and transact anytime, anywhere, how do brands break through to create meaningful connections and engagement? How does the dynamic of content and influence help fulfill consumer information discovery, consumption and engagement expectations while delivering on business outcomes for the brand?

Lee Odden

Build Credibility and Trust For Your Business With This Blogging Template

Lee Odden on Jun 25th, 2013     Blogging, Online Marketing

Blog Post Template

Have you planned to start a company blog and aren’t sure where to begin? Maybe you’ve created a business blog and haven’t been able to attract the audience and exposure that you intended?

Companies start blogging for a variety of reasons and things don’t always turn out as hoped. The good news is that when it comes to creating content that builds credibility and confidence, there’s a fundamental format that I’ve used over the years with great results: new business, inbound recruiting, speaking gigs all over the world, a book and credibility across multiple industries.

However, this kind of content template depends on planning, sequence variety. In other words, it’s not a “one off” tactic and not the only format you should use. It’s also not a silver bullet.

Lee Odden

7 Ways Small Businesses Can Integrate SEO, Social Media & Content Marketing

Lee Odden on Jun 24th, 2013     Content Marketing, Online Marketing, Small Business, Social Media

small business online marketingIn today’s age of ubiquitous connectivity, many small businesses have implemented a variety of online marketing efforts to attract new customers and increase overall sales. Unfortunately, results can vary significantly because tools are only as good as the expertise of the person using them.

The lure of the “next big thing” can create online marketing inefficiencies when small business owners try to be a marketing “jack of all trades and master to none”.

For example, the rapid growth and adoption of the social web can be overwhelming for small business marketers. Consider these social network growth statistics:

  • Google sites handle about 100 billion searches each month (SEL)
  • YouTube hosts nearly 14 billion videos (comScore)
  • Facebook is now over 1 billion users (Mark Zuckerberg)
Lee Odden

Online Marketing News: Instagram Video, Google Mobile Bacon, Ads Hit $486B, Facebook Million, Tweet is Official

Lee Odden on Jun 21st, 2013     Online Marketing, Online Marketing News
Instagram Video

Instagram’s new video service isn’t so instant

As many tech industry news sites predicted, Facebook-owned Instagram launched it’s video service this week.

However as CNET reports, it’s a bit of an apples to oranges comparison with the popular Vine, owned by Twitter. Instagram video offers 15 seconds, filters and no looping or touch manipulation. Vine offers 6 seconds, no filters and near immediate upload and publishing.

Here’s a list of some of the first brands using Instagram video from Adage including Burberry, General Electric, Michael Kors and lululemon.

As an experiment, I’ve been trying to make an Instagram video summarizing this week’s story sources, but after 5 minutes, my phone is STILL processing.

Let me know if you like that idea or I might try doing a 15 second roundup talking about the week’s news as an alternative.

Lee Odden

How Public Relations & Communications Can Win the Content Marketing Race

Lee Odden on Jun 19th, 2013     Content Marketing, Online Marketing, Online PR, PR Conferences, Public Relations

Public Relations Content MarketingIn today’s fast moving search and social web, content flows in every direction throughout a variety of platforms, formats and devices.

With a global population of over 7 billion, there are over 2.3 billion internet users. More importantly, there are 6.7 billion mobile subscribers – 91% market penetration (source). Ubiquitous internet access is enabling consumers and brands alike to create, consume, publish, interact and transact – anytime, anywhere.

At the same time, “newsrooms have 30% fewer reporters than in 2000, which corresponds with 31% of US adults that have stopped turning to a news outlet because it no longer provided them with the news they were accustomed to getting.” (Contently)

Brands are answering the call to create more value for customers by publishing news and content marketing. In fact, 86% of BtoC and 91% of BtoB organizations are now using content marketing tactics.

Lee Odden

Top Content Marketing Posts of 2013

Lee Odden on Jun 18th, 2013     Content Marketing

content marketing 2013I think our team has done a pretty good job on this blog of advocating internet marketing tactics according to their practical use over the years. Our goal: To help marketers put things in perspective and make informed choices. One particular area of focus has been on content marketing.

Rather than just pontificate about the latest trend, our approach is to experiment, optimize and share what we learn. For example, we’ve implemented content marketing projects for organizations that range from several Fortune 50 companies to Content Marketing World, the Mac Daddy of content marketing events. That experience has inspired many popular and useful posts during the first half of 2013.

Lee Odden

Opening Up Twitter Analytics to All – Smart Marketing Move ala Google

Lee Odden on Jun 17th, 2013     Online Marketing, Online Marketing News, SEO

Twitter AnalyticsIs Twitter the right place for your social media investment?

Whether you have time or ad dollars to spend, this is a question that marketers are visiting and revisiting as the demand for social media performance increases.

According to Twitter, 35% of consumers that follow a brand are more likely to purchase from that brand. Twitter users are also 47% more likely to visit the company’s website and 35% are more likely to retweet content from a business they follow.

Is Twitter right for you? How do you know the performance of your Twitter engagement and marketing activities?  Wouldn’t it be nice to have access to Twitter Analytics without having to advertise?

Yes, it would. And now you can.

TopRank Online Marketing

Online Marketing News: Digital Agency of the Future, Facebook Hashtags, Google Gets Waze, Apple Money, Amazon Grocery

TopRank Online Marketing on Jun 14th, 2013     Online Marketing, Online Marketing News
search social media savvy consumer

Image: Detail of Skyword Infographic

The acceleration of social technologies along with continuously evolving consumer behaviors has many agencies in a state of flux and asking: Where to invest resources? Which positions to staff and how to structure the agency to be adaptable and to grow?

For the past few years we’ve been modeling our agency at TopRank Marketing to better adapt and integrate. The holistic approach I talk about here and in Optimize are a reflection of the changes we’ve made to better integrate content, social media and search optimization. With this context, I was happe to see this week Skyword released their Digital Agency of the Future Report. When I shared the accompanying infographic with my business partner, Susan Misukanis, her reply was, “That looks like us!”. Exactly.  

Lee Odden

20 Plus Tips on How to Optimize Your Presentations & Public Speaking

Lee Odden on Jun 12th, 2013     Content Marketing, Online Marketing

Optimize Public Speaking PresentationsWhat does it mean to “optimize” your presentations? Keywords in your speech? Including your Twitter handle on all slides? Repurposing the slide content through Slideshare, Flickr, Visual.ly and on blogs? The answer is yes – all of the above. And more.

More marketing and communications pros are getting on board with the idea that public speaking is fuel for content marketing. The problem is, the focus on creation and promotion centers around individual content objects or presentations.

An optimized presentation strategy means having a narrative or story that includes your brand’s key messages and how the live presentation is connected to other content objects.

A live presentation can be connected to other content objects like a research report which might be connected to a series of blog posts which are connected to individual digital assets like images, polls, influencer interviews, infographics, press releases, podcasts and so on. You get the idea.

Lee Odden

Why SEO is Relevant When It Comes to B2B Thought Leadership

Lee Odden on Jun 10th, 2013     B2B, Content Marketing, Online Marketing

b2b thought leadershipI’ll start this post off with my point: Dismissing search is ignoring demand from buyers & the media.

A digital marketing exec I follow on Twitter shared a CMI article that posted this weekend: “Why SEO May Be Irrelevant When It Comes to B2B Thought Leadership”. As a long time realist about the role of search in online marketing, I wasn’t sure if this was simply linkbait or a well reasoned, data-informed argument.

It’s a cliche to respond to “SEO is dead” articles because those writers are almost always uninformed or have an agenda unrelated to optimization. However, this post was on CMI, a highly respected site.

The article does offer some great tips on building thought leadership including advice on academic and professional journal publishing, publishing on client-facing media outlets and public speaking opportunities.

TopRank Online Marketing

Online Marketing News: 7 Social Media Sins, Matt Cutts Warns on Links, Rise of Vine

TopRank Online Marketing on Jun 7th, 2013     Online Marketing, Online Marketing News

Gluttony, sloth, greed, wrath, lust, envy and pride. Most of us know that committing these sins is wrong. The rest of us were terrified into acknowledging that committing these sins is wrong by Kevin Spacey years ago. So if we know that something is wrong in the real world, why do so many continue to follow the path of the wicked online? Start your Friday off on the path of the righteous by avoiding these seven deadly social media marketing sins, as preached by XPLAIN.

In Other Online Marketing News…

Warning From Matt Cutts: Paid Advertorial Links Are Still Paid Links
Advertorial links, dressed up pretty to look like content, are appearing in greater frequency throughout the web. But just because it feels like content and looks like content, doesn’t mean it smells like content. And if you are considering this tactic, ensure you heed the warning of Matt Cutts in this new video, and avoid the risk of emitting a foul odor to the bots. ClickZ

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