Archives for September 2013

Online Marketing News: #CMWorld Rocked!, Yahoo Yodeling, Foursquare Exploding, Livefyre Storifying, Twitter IPO

Yahoo’s New Logo Still ‘Whimsical,’ Still Purple – Hot or not, Yahoo execs have finally decided on a new logo after a 30-day testing period. “We wanted a logo that stayed true to our roots (whimsical, purple, with an exclamation point) yet embraced the evolution of our products,” Chief Marketing Officer Kathy Savitt said. You can see all the logo contenders that Yahoo tried out in its month long search. Ragan’s PR Daily

In Other Online Marketing News…

Content Marketing World 2013 was a Smash Hit! – With a rock and roll theme, CMWorld brought in content marketing rock stars from all over the world including major brands, thought leaders and up and coming practitioners. TopRank made a big splash with the Content Marketers Who Rock eBook and Lee Odden’s presentation to over 400 attendees on the Future of Content on the Search and Social Web. In fact, Lee was one of the most mentioned people on Twitter during the entire conference according to analysis from Cision. See you again next year! Coverage: CME, PR Newswire, Cision, Eloqua, King Content, Salesforce

Online Discovery Tips That Will Get Your Content Promoted – Tips from Sarah Skerik of PR Newswire

Sarah Skerik Content Marketing WorldDid you know? In one second on the internet there are 12,964 Instagram photos uploaded, 50,000 Tumblr posts, 400,000 Tweets.  Among all this user-content that’s created every second, you have a LOT of competition for your buyer’s attention.

Sarah Skerik, Vice President of Content Marketing at PR Newswire, shared lots of tips in her breakout session presentation at Content Marketing World around creating press releases or creative content and how you can get them promoted so your target audience will see it.

“If you publish it, will they convert even see the dang thing?”

Build Discovery into Content Strategy:

  1. The most emailed & most shared stories get the most action – make a point to mine content that gets high engagement elsewhere.

Content 20/20 – Jonathan Mildenhall on Coca Cola’s Content Strategy

Content Marketing World - Jonathan MildenhallThere’s no doubt about it: Coca-Cola is one of the, if not THE most recognized brand in the world. At the afternoon keynote presentation at Content Marketing World 2013 Day 1, the crowd was lucky enough to hear one of Coke’s most important marketing strategists – Jonathan Mildenhall – who is the Vice President of Global Creative and also one of the rockstars in our Content Marketing Rocks! eBook.

Their term: liquid storytelling.

Every day, Coke’s team is tasked with brainstorming ways of how they can tell the story of their brand, through the eyes of their consumers, and they constantly find marketing tactics that no one has the bravery to do before. Mildenhall’s keynote presentation was filled with examples of how his team really listens to the consumer in strategizing how to market to them through storytelling, and thus insert the brand into consumer conversations. Are you telling stories with your marketing for your consumers?

The Future of Content Marketing According to Lee Odden at #CMWorld 2013

Lee Odden - Content Marketing World 2013“Content is storytelling – storytelling that creates experiences. Customers and communities are insatiable, so you have to feed them content.”

At Content Marketing World in Cleveland, Ohio – one of TopRank’s fearless leaders, Lee Odden, spoke with Content Marketers from over 40 different countries on “The Future of Search & Social” in the first breakout session of the day.

1. Content is more than information – it is storytelling that provides meaningful experiences.

Setting the stage with, “Content isn’t King – it’s the Kingdom,” Lee positions content as the reason search exists in the first place. 16% of all search queries have never been seen before. Could that possibly mean that they, or (gasp) you, are potentially creating content no one cares about?

Jay Baer’s Youtility – Content So Useful People Will Pay for It

Content Marketing WorldIt sure is hot in Cleveland! On a humid morning in Cleveland, OH over 1,700 people gather in the beautiful Cleveland Convention Center to learn the secrets behind the best content marketing leaders in the industry.

Content Marketing World kicks off with a keynote from Jay Baer (@jaybaer).  Today, Jay is speaking all about content utility or Youtility.

More so than ever before, businesses face competition from more than just other businesses that do what they do. They are also competing on your Twitter feed, Facebook stream and inbox with every other business, acquaintance, friend and family member jamming  your news feed with shoes sales, baby pictures and cat videos.

How to Use Crowdsourcing for Content Marketing Inspiration

Crowdsourcing Best Practices and ExamplesCreating original and compelling content is paramount to your success as a marketer. Getting your customers involved in this process is great for engagement, product improvement, product development and your overall reputation as a brand. It can also add tremendous value to your content.

You may be thinking that crowdsourcing is too complex to consider as part of your content curation, but once you understand the different shapes and sizes crowdsourcing can take, even the most risk-averse marketer will understand the benefits of crowdsourcing.

Just as the definition of content marketing and curation seems to vary, so too does the definition of crowdsourcing. According to DailyCrowdSource.com, “Crowdsourcing is the process of getting work or funding, usually online, from a crowd of people. The word is a combination of the words ‘crowd’ and ‘outsourcing’. The idea is to take work and outsource it to a crowd of workers.”

5 Creative SEO Copywriting Methods for Boring Topics

Creative Content for Boring TopicsIf Alan Shumway doesn’t read your blog, he’s as good as fired.

We’re about two months into Q3 and Alan already blazed through 90% of his annual budget. It’s only his second year as IT director for a small staffing company, and the bosses are breathing down his neck to make things right. Q4 looks even worse.

Now imagine your business provides a solution that will not only allow Alan to make his budget this year, but also project future costs with laser-like precision. It’s an ideal fit. The problem is reaching him.

There are thousands of other blogs trying to do the exact same thing – get the attention of IT decision makers like Alan – not to mention all the other internet noise. According to Mashable, over 2 million blog posts are written every day.

Online Marketing News: Surviving Hash Tags, Social Selling, Best Buy Googlers, Bad Ass Slideshare Tactics

Tips to Survive the Tagging Invasion – Some things to keep in mind: Hash tags are here to help not hurt. Many applications support it. With Facebook being the latest platform to support hash tags, its army of over one billion users cannot be ignored. 71% of people using social media use hash tags. The branded hash tag has become ubiquitous. Using hash tags correctly can extend the reach of your post. You can gain followers and exposure with a strategy. And there are nuances to using hash tags depending on the platform.

Bottom line: Hash tags are taking over the world, one phone, television and computer screen at a time and are here to stay. @hkogachi

7 Things I Learned From Dan Schawbel About Personal Branding and Promotion

Personal Branding and PromotionHaving just finished re-watching the movie, Julie and Julia, I’m struck by how personal blogging has morphed into personal branding over the last decade. Julie Powell launched her food blog, providing readers a daily dose of meal prep and instruction based on The Art of French Cooking, the cookbook that revolutionized American cooking in the 60s.

The movie portrays a 30-year-old governmental worker/writer in various stages of emotional meltdown and marital woe, but, in the end, she triumphs.

Powell dedicated one year to working her way through 524 recipes as an homage to the inimitable Julia Child and also as a means of self-expression and proof that she could (and would) “finish something!” Without trying, Powell created her personal brand via her blog. Her write up in the New York Times generated a wellspring of support from both traditional media and publishing; a book deal and movie became the fruits of her labor.

Your Brand: The Next Media Company

Your Company the Next Media CompanyIt’s one thing to use social channels to promote an idea and quite another to put those ideas into action in a successful way. Now more than ever, we need trusted sources of insight and leadership to guide the future of digital business.

Michael Brito is a great example of someone who has played a pivotal part in this evolution of knowledge. Having worked with Sony, 8×8, HP, Yahoo!, Intel and now Senior Vice President, Social Business Strategy at Edelman as well as Adjunct Professor of Strategic Social Media at UC Berkley and Author of Smart Business, Social Business, Michael Brito has a tremendous business pedigree for connecting the dots and seeing the horizon for what’s next in the digital age.