Archives for August 2016

[eBook] Welcome to The 2016 Content Marketing Summer Games

Content Marketing Summer Games Cover Image

Every year, thousands of high school students head to the track, pool, or stadium dreaming of greatness. Hundreds make it to college-level competition. A handful become pros. But when all’s said and done, just one athlete takes the gold.

Likewise, content marketing has become a highly competitive landscape. Thousands of writers, brands, marketers and entrepreneurs compete day in and day out for attention on the web. But did you know that a single consumer is exposed to thousands of marketing messages every single day? And that 50% of content marketers don’t know what success looks like?

To have a shot at connecting with your audience, you must become a champion content marketer. But what does that look mean?

20 Must-Have Content Marketing Tools for Writing Better Blog Posts

20-content-marketing-tools

Fans of high culture rejoice. We have finally realized our potential as a species. We have reached the pinnacle of creative expression.

That’s right. MacGyver is getting a reboot.

For those of you born in the 90’s, MacGyver was a TV show starring Richard Dean Anderson and his amazing mullet:

MacGyver

Image via Telestar

Breathtaking, isn’t it? MacGyver was a secret agent who used the power of feathered hair (and an array of improvised gadgetry) to fight the forces of evil. Give the man a paperclip and some bubblegum, and he could make anything from a deadly weapon to a stylish evening gown.

Content marketers tend to be the MacGyver of the marketing world. We may not have the hairdo (or any hair at all, in my case), but we’re used to making miracles with an improvised toolkit.

6 Tips for Increasing Facebook Organic Reach in an Age of Decline

Increase-Organic-Facebook-Reach

In late June, Facebook announced they would be changing the News Feed algorithm to favor content from users’ friends and families, triggering a collective sigh (and maybe some choice words) among publishers, brands and marketers who rely on Facebook to boost brand awareness and generate referral traffic to their website and blog content.

While Facebook admitted that they anticipated a dip in reach and referral traffic for some pages, many Page admins were probably already noticing a decline. Shortly after the announcement, BuzzSumo released data they’d collected after reviewing 25 million Facebook posts that the top 10,000 publishers has posted in the last year. Generally speaking, the average of total shares were up, but BuzzSumo discovered that average shares for posts with links were falling.

Graph of Facebook Posts - BuzzSumo

5 Magical Tactics for Repurposing B2B Marketing Content

Repurpose B2B Content Marketing
Did you know, that on a daily basis, 16 to 20% of search queries on Google have never been seen before? With over 100 billion monthly queries, there are an incredible number of ways that people express their interests, wants and needs.

At the same time, a study from CMI and MarketingProfs reports that 50% of marketers say producing content consistently is a top challenge.

With the diversity of expressions buyers search for and the demands of producing a variety of engaging content on a consistent basis, one has to wonder why so many B2B marketers insist on publishing content once and with a singular theme.

To get more value from content investments while providing a greater variety of information to prospective customers, many B2B marketers are repurposing.

Online Marketing News: Email Marketing CRO, Facebook Cripples Blockers & Twitter Video

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5 Email Campaign Ideas to Help Increase Conversion Rates [Infographic]
HubSpot reports: “Why is email is the most powerful channel for lead nurturing? Because it’s a one-on-one interaction, and it can be highly personalized based on where a lead is in the buyer’s journey. In terms of engagement, research shows that lead nurturing emails beat out individual email blasts by far.” HubSpot

Facebook Cripples Ad Blockers on Its Site, Gives Consumers New Control Over Ads
Facebook is making it easier for users to determine which ads they are served by allowing them to choose the ads they see based on brand and interest, and giving them the ability to opt out of ads from selected companies. For example, Facebook can tell a user if they’re on a brand’s email marketing list, and they’ll be able to opt out of seeing those ads in the future. AdAge

Understanding the Impact of Artificial Intelligence on SEO

artificial-intelligence-SEO

Artificial intelligence and machine learning sound like concepts from the future. In reality, it has been used by search engines for a decent amount of time now. Most people have probably heard of Google’s RankBrain by now, but if not, RankBrain is a machine learning artificial intelligence system. RankBrain came upon us quickly, and a Google representative claims that RankBrain is the third highest ranking factor it uses now.

Artificial intelligence will change, and has been, changing how search marketers should be optimizing websites. It should make us think differently on what to optimize on a website and what experience we are providing our users. In order to optimize our websites, we need to first understand how artificial intelligence is impacting SEO.

How B2B Marketers Can Rise Above Roadblocks with Influencer Marketing

Roadblocks-Influencer-Marketing

As the old joke goes, there are two seasons in my home state of Minnesota: Winter and Road Construction. Right now, we are smack in the middle of the latter.

I’m a guy who doesn’t like pony-sized potholes on my streets. So I try to make peace with the endless lane changes, reroutes, and slow-downs. But sometimes it seems like they go out of their way to mess up our routines, doesn’t it?

If you’re a B2B marketer, you may feel similar desperation looking at your marketing channels. It seems like every route between you and your audience is getting blocked or traffic jammed. Organic social visibility is way down: Each Facebook post you make will reach between 2-6% of your followers. A quarter of those who might be interested in your display ads are using ad blockers. Your content can only engage readers if they can find it, and there’s a lot of commodity content clogging the roads.

9 Dos & Don’ts for Writing Compelling, Clickable Headlines to Draw in Your Audience

how-to-write-more-compelling-headlines

Well, hello there. I’m so glad you’ve stopped by the TopRank Marketing blog today. I’m pretty sure I know why you’re here — you’ve been searching high and low for the most adorable cat video of the day. Well, here it is:

Okay. Okay. Just kidding. But I really do know why you’re here. You’re looking for a little headline help. And regardless of how you found this blog post today, you believed something valuable, educational and actually on the topic of writing headlines (not cat videos) was waiting for you when you clicked—and that’s all thanks to the headline.

Headlines are arguably the most important aspect of any piece of content. It’s the first thing—and often the only thing—users will read. In fact, 8 out of 10 people read headlines, but just 2 out of 10 will actually continue reading the rest of the content, according to Copyblogger.

Content Marketing World Keynote Interview: John von Brachel, Bank of America

John von Brachel Bank of America

One of the most valuable resources for just about any company is the talent, expertise and insight from internal experts and executives, especially when it comes to content marketing. However, understanding the best practices and putting them into action within a large, complex organization is another thing entirely.

That’s why we are fortunate to hear from Content Marketing World 2016 keynote speaker John von Brachel. John has a deep editorial background at companies ranging from Time Inc. to Merrill Lynch to his current role as SVP and Content Marketing Executive at Bank of America. These roles have positioned him with very unique insight into the role of content marketing at the enterprise level.

In this interview, John talks about his editorial background, how he stays current, motivating executive participation with content and a preview of his keynote and breakout session presentations at CMWorld.

Online Marketing News: Facebook Livestream Ads, Native Video on LinkedIn, & Ad-Blocking Myths Busted

Marketing News Video Marketing Infographic

The smart and talented Tiffani Allen will return for next week’s roundup. While we wait, let’s dive into what’s been happening in the news this week.

The Future of Social Video: A Brief Look into What’s Next [Infographic]
Video. Is there anything it can’t do? First it kills the radio star, and now it’s taking over social media. According to research from Adobe, over half of marketers say video content has the best ROI. If you’re feeling left behind, don’t worry: one out of four marketers and small business owners feel they’re not up to speed on video marketing. Check out the full infographic for a breakdown of video marketing by social media platform. Hubspot

This Week’s TopRank Marketing News Video Roundup

The Content Marketing Kitchen: 4 Tips for Writing Delicious Copy

Writing-Delicious-Copy

What does the color blue taste like? How does boredom taste, or the mental image of a square? Pastry chef Taria Camerino could tell you. She has synesthesia, a kind of wire-crossing of sensory input, and her memory works almost entirely through flavor. She’s a pastry chef by trade, making delicacies with flavors based on her unusual gift.

Odds are you can’t tell me the flavor profile of ennui, or whether ovals are sweet or spicy. But content marketers turn ideas into words like a chef turns ingredients into a gourmet meal.

Words hit your reader’s brain the way a flavor hits their taste buds: some combinations delight, others are boring, and some tug on the gag reflex. Regardless of the ideas you’re trying to convey, the words themselves can make all the difference.

Boost Content Marketing Results & Learn How LinkedIn Grew Their Blog by 30X

Boost-content-marketing-results-linkedin-blog

Conversations between digital marketers are always abuzz with the latest, greatest and most innovative content marketing techniques. Everything from different content types, to the newest ways to promote content are never far from their lips.

There is no doubt that content plays an incredibly important role as part of an integrated digital marketing program. And one of the most tried and true content marketing tactics that has stood the test of time is blogging.

In fact, 45% of marketers still say that blogging is the most important piece of their content strategy and marketers that use blogging as part of their strategy, generate 67% more leads than those that don’t.