Archives for April 2017

Content Planning for the Win: 10 Expert Tips to Keep Your Audience Engaged Again & Again

Blank space: Great when it’s a Taylor Swift song (or a nifty 20’s-style cover of same), not awesome when it’s on your editorial calendar. You want to publish with a steady cadence to keep your audience satisfied. But you know that filler won’t do—it’s got to be quality and quantity.

Great content is no accident. It requires careful planning to provide the value and variety your audience craves. At TopRank Marketing, we create content for dozens of clients. That’s a lot of blank space to fill. But when it’s over, we know the high was worth the pain (sorry, now I have Taylor Swift stuck in my head for the rest of the day. Hopefully you do, too).

Here’s how to create a content plan that’s designed to excel.

What’s Next for Twitter? Social Domination or Eminent Failure?

Despite recent improvements to user experience and platform flexibility, the struggle to retain and attract new users—and grow revenue—is still real for Twitter. And, unfortunately, these may be the least of the platform’s worries these days.

From widespread trolling and harassment to simply having a confusing interface, Twitter is drawing criticism for nearly every aspect of its operation. In addition, after shutting down Vine and cutting more than 300 jobs last fall, more fuel was added to the claims that Twitter was getting closer to death.

So … Is Twitter Dying?

As an eternal optimist, I’m not ready to say Twitter’s fate is doomed. As WIRED’s Davey Alba said earlier this year, while Twitter may be a bit of a mess—it still has some real potential and value to offer.

20 Inspiring & Actionable Influencer Marketing Tips for The Modern Marketer

The heat is on for marketers to incorporate influencers into their marketing strategy. The problem is, the sheer amount of bad advice about influencer marketing can make it difficult to separate the good from the bad.

While the pursuit for influencer marketing success doesn’t appear to be slowing down, many marketers are unsure which direction to go. In fact, the new Influence 2.0 report that we developed in partnership with Altimeter Group and Traackr, 48% of marketers are still experimenting with incorporating influencers into their marketing.

The way that different organizations define influencer marketing vary greatly. However, TopRank Marketing CEO Lee Odden describes influencer marketing as:

“Developing relationships with internal and industry experts with active networks, to co-create content that helps drive measurable business goals.” 

Digital Marketing News: Traditional vs. Programmatic, Twitter Lite & LinkedIn Lead Gen

Traditional vs. Programmatic Media Buying [Infographic]
Programmatic media buying is all over the digital marketing sphere. What are the key differences between programmatic and traditional media buying? This infographic lays them out side by side. MarketingProfs

Introducing Twitter Lite
To combat slower mobile networks, expensive data usage and a lack of mobile storage experienced by some users, Twitter has launched Twitter Lite. The new offering is a mobile web experience that minimizes data usage and takes up less than 1MB of space. Twitter

LinkedIn Lead Gen Forms Streamline the Lead-Generation Process
LinkedIn (client) has enabled lead gen forms to help advertisers provide a seamless, in-app experience for their sponsored content on mobile devices. The form is easily filled out with a prospect’s LinkedIn info, and after conversion they’re sent to a customized thank you page in the app guiding them to their next step. AdWeek

Top Tips for Making the First 30 Days in Your New Content Role Really Count

For me, starting a new job is always a steady mix of overwhelming excitement and sheer terror. I think about all of the things that I am going to accomplish (very quickly of course) and then at some point realize that the comfort of knowing the in’s and out’s of my previous job, are now gone.

As someone that has worked in numerous marketing and content roles throughout my career, I’ve learned some easy (and some very tough) lessons. In the end, I’ve realized that it doesn’t matter how much I think I know walking in on my first day, it’s how I take advantage of the training and onboarding available that has the biggest impact. 

The 5 W’s (and an H) That Guide Your Content Marketing Strategy

Journalists make excellent content marketers. It’s not just because they’re used to writing clean, compelling copy. Or that, given the state of the modern news industry, there’s a wide talent pool for marketing departments to choose from.

No, journalists make great marketers because they have finely-developed instincts for chasing down a story. They know how to collect the facts thy need to make a full report. They ask the right questions and make sure they get a straight answer, before they write a single line.

Couldn’t your content marketing use a little journalistic edge? Not just for the copy, but for your entire strategy?

When reporters are researching a story, they go through the Five W’s: Who, What, When, Where, Why & How (Yes, I know that’s five w’s and one h. This is the country that brought us the three R’s: reading, ‘riting, and ‘rithmetic).

3 New Facebook Updates, Features Businesses Should Take Advantage Of

From revamping its News Feed algorithm and page layouts to rolling out its own version of Snapchat last week, Facebook has been busy adding new features and capabilities over the past few months.

For the average user, these changes are making it easier and more fun to share and engage on the platform. For businesses, the changes are likely overwhelming, with many wondering how they can adapt to these changes, turn them into a marketing advantage and ultimately reach a piece of the platform’s 1.23 billion daily active users.

If you’re part of the latter scenario, we’d like to help you out a bit. Below we highlight some of the latest updates and new features that businesses should take note of, as well as some tips on how to take advantage of them to further your social media marketing efforts.

Still Struggling with Your SEO Strategy? Focus on These 4 Best Practices for Improved Results

SEO Strategy

The pressure of understanding the ins and outs of developing and implementing an integrated digital marketing strategy has many marketers searching for a better way. Search Engine Optimization (SEO) is just as integral to a successful marketing strategy as it was in previous years. That’s right, SEO is not dead but it has changed.

If you’re still struggling to develop a successful SEO strategy, you’re not alone. Search engine optimization experts are still faced with the constant struggle to provide the right results, but the all too often, expectations are focused on vanity metrics or outdated tactics.