Archives for December 2014

30 Favorite Quotes From Content Marketing Influencers in 2014

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As a newer member of the TopRank Agency blog team, I spent a good part of my first couple weeks here digging through the past year’s blog posts and getting up to speed with TopRank content and best practices. As I did, I found that I was jotting down quotes and notes that stood out to me — some from industry leaders, and others from up-and-comers I haven’t yet met. In sharing this list with you, I hope that you’ll find the same insight and utility that have discovered.

Here are a just a few (OK, 30) of my favorite quotes from some of the best brains in the business. You may have your own quotes that you remember well from conferences, books or blog posts in 2014. If so, feel free to share!

Your Content Marketing Silver Bullet: Liveblogging Events

Liveblogging Events

Do you attend industry conferences? Would you like to create a greater diversity of content on a regular basis without a big jump in budget? Imagine these two scenarios:

Dan looks forward to industry conferences because they provide time away from the office and give him a chance to be inspired by industry thought leaders. He also gets to network amongst peers in the industry and depending on the event city and venue, maybe he has a little fun too.

Sandy plans her conference attendance according to topics and speakers. She identifies specific speaker presentations to attend and even liveblogs them for her company blog. Sandy networks with other professionals at the event and virtually through the conference hashtag and smartphone app. She compares each day’s efforts to her plan to ensure she’s effectively learning, getting inspired and networking – all while having fun.

5 Lessons From Our Top Social Media Marketing Posts of 2014

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Wherever your specialty lies in the the digital marketing world, social media will continue to grow in importance in 2015. In fact, 92% of content marketers use social networks for content publishing. (CMI/MarketingProfs)

Earlier this month, Lee Odden put together a list of our most popular blog posts on social media marketing throughout 2014. From that list, we see contributions from a mix of TopRank Marketing team members, each with a unique perspective.

To provide some context behind these social media marketing posts that have attracted tens of thousands of page views and social shares, I’ve reached out to our team members to understand the lessons learned.

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Nick Ehrenberg @NickEhrenberg

Online Marketing News: Bing Dinged, Billions-o-Bots, Trending Tube

The Evolution Of SEO

The Evolution Of SEO – Long before Google Penguin came along, there have been many changes in the world of search.  What once worked for ranking no longer does. Take a look back at search and optimization with a look at the evolution of SEO. Digital Information World

Bing Dinged: Facebook Search Results Will No Longer Include Microsoft’s Search Engine – The update to Facebook’s search functionality announced last week, which will allow users to search posts that have been shared with them, claimed a victim in Bing, the search engine from Microsoft, as the social network confirmed that it will no longer include results from Bing in its search results. AllFacebook

Happy Holidays 2014 from @TopRank Online Marketing

Happy Holidays TopRank

From all of us at TopRank Online Marketing, we wish our community the Merriest Christmas, the Happiest Hanukah and the most wonderful Holiday Season!

Click the image below to see this year’s Holiday card:

Happy Holidays from TopRank Online Marketing

 

 

 

The Gift of “Give to Get” in Social Media and Content Marketing

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Me, Nazli & Konnie from Dell & Mark Schaefer at Dell World

“Pay it forward”, “Good karma”, “Give to get”.

There are many ways to express the notion of creating value for others before expecting something in return, but in the marketing world, such a perspective is contrary to the norm.

Many marketers still gravitate towards another expression, “What’s in it for me?”, that guides much of their approach to marketing with social networks. The image of a child stomping their feet in an entitled fit of frustration about not getting what they want for Christmas comes to mind.

Whether it’s pressure to revive falling sales or simply viewing social networks as another channel for pushing the brand agenda, the drive to monetize without creating mutual or long term value on social networks is an empty chase.

Marketing Prediction Overload: 200 Plus Digital Marketing Predictions for 2015

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What’s around the corner for digital marketing in 2015?

Answers to that question seems to be in abundance as we close out 2014 and look for affirmations of plans for the coming year. From social media to mobile to big data and predictive analytics, there are preparations, pontifications and predictions being advocated everywhere you look.

I think more than a few marketing executives are wondering right now how much they should pursue “what’s next” vs. performance optimization of their existing marketing. Tentativeness is easy to understand since SEO has been “dead” and it’s been the year of mobile for the past 5 years.

Shifts in technology and changes in consumer behaviors are relevant areas of focus for both “what’s next” and for optimization of current marketing performance.

3 Reasons Why Your Content Marketing May Have Failed In 2014

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Content marketing is a tactic that requires research, testing and then a strategy on how to proceed. A lot of businesses tried content marketing for the first time in 2014. Those who didn’t see the results they were looking for shouldn’t rush to throw in the towel.

A Google search for the words ‘content marketing’ pulls up some 355 million results. Narrow that search down to just the past year and the results are around 311 million. That’s a lot of new information out there for people who are just getting started in content marketing.

Even if you include the exact phrase “Content Marketing” (not just one word or the other) you’ll find about 4.2 million results over the past year alone.

Online Marketing News: Google Responds To Responsive, A Twitter Minute, Facebook Offers

Twitter Minute

A Twitter Minute – A minute isn’t that long, is it?  What can take place in just 1 minute?  Find out what goes down on Twitter in just 60 seconds. WhoIsHostingThis?

Report: U.S. Mobile Search Spend Expected To Overtake Desktop Next Year – eMarketer’s lastest estimates encompass PPC and SEO spending on smartphones and tablets. Search Engine Land

Yahoo Will Pass Twitter for Mobile Ad Revenue Share in 2015 – Twitter is expected to carve out a 3.56 percent share of the U.S. mobile ad revenue space in 2014, rising to 3.69 percent next year. AllTwitter

Google: Responsive Design Does Not Rank Better Than Other Mobile Designs – Even though we covered this a couple times, most recently in September, saying responsive design is not a ranking signal, I wanted to cite a different Googler who said Google does not rank responsive design sites better than other mobile configures web sites that comply with their guidelines. Search Engine Roundtable

Global Content Marketing – Book Review

Review - Global Content Marketing

The opportunity to attract, engage and persuade  buyers through useful content extends to markets on a global scale. But the same rules about content that work at home may not work abroad. Nor the processes and team structures that many content marketing departments are used to.

That’s why resources around content marketing from a global perspective are essential for international companies. Luckily, I know of just such a resource to point you in the right direction.

I first met Pam Didner when liveblogging one her presentations at Content Marketing World. She was at Intel and I had just given a presentation at Intel’s first internal Social Media conference.

Social Media Content: Pros, Cons, Examples and Best Practices

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Aside from your company website, social media content may be one of the most visible forms of content marketing that a brand can produce. When potential customers are seeking out information about your industry and your brand, they are most likely first visiting your website, then checking out your social channels.

Content on social media allows you to open up a direct line of communication with customers, prospects and industry leaders in way that traditional media placements simply do not. Carefully crafted and curated social content can tell a customer what your brand is about, what kind of services you offer and even what kind of people work for your company.

A Marketer and a Journalist Walk Into a Bar: 5 Definitions of Brand Journalism

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So … a marketer and a journalist walk into a bar.

That could either be the start to a joke meant for somewhere other than this blog, or the beginning of a definition of the term ‘brand journalism.’

Let’s go with the latter. You may have heard the phrase ‘brand journalism’ tossed around, but what does it mean to marketers?

A simple definition of a brand journalist is this: A marketer and a journalist. They can walk into a bar or walk where ever they want. The point is that they walk in the same shoes, as the same persona with the same mission: Telling and sharing great stories. Brand journalists are essentially marketers who approach the promotion of their brand with the eyes, insight and delivery of a reporter.