Archives for May 2017

10 Infographics to Guide Your Content Marketing Strategy

Your brain can identify and retain details of an image in 13 milliseconds. That’s less than a 20th of the time it takes to blink your eyes. So it’s no surprise that visual content is on the rise as attention spans shrink. If you could choose between a consumer spending 20 seconds with a wall of text or 20 seconds with an image, it makes sense to go with the latter.

In other words, people like looking at stuff. As such, infographics are rapidly becoming an essential component of a solid content marketing strategy. Free tools like Canva and Pixlr make it easier than ever to turn your data into compelling visual content.

Report: Social Media Examiner 2017 State of Social Media Marketing

The past 12 months have been big for social media marketers. Each social platform has seen significant changes or upgrades creating opportunity, and adding complexity for many marketers.

Facebook introduced live video, Twitter made it easier to fit your message in 140 characters, Snapchat added collaboration features and Pinterest launched promoted video.

The question on many marketers minds is:  what has truly changed in the way that B2B and B2C marketers approach social media marketing? The new Social Media Marketing Industry Report from Social Media Examiner takes a deep dive into the current state of social media on a granular level.

But how does social media marketing effort and success differ between B2B and B2C brands? Find out below.

Master LinkedIn’s New Lead Generation Forms in 10 Easy Steps

[Editor’s Note: This is the first post from one of the newer members of our team, Emily Hinderaker. Emily joined TopRank Marketing earlier this year as a Marketing Copywriter.]

The one item that marketers crave above everything else is information about their prospects. Often, there is even a dollar amount assigned to gaining access to a name, email or phone number. In a time where this information is highly coveted, what is one thing marketers can do to make it easy for prospects to convert?

The answer, targeted, compelling, one-click conversions.

According to Stephen Slater, Digital Advertising Manager at TopRank Marketing here’s why:

Digital Marketing News: State of Content, Direct Ads on Twitter & Google Attribution

Content Marketing Stats: The State of Content Marketing in 2017 [Infographic]
This infographic from our friends at MarketingProfs uncovers top content trends for B2B and B2C marketers in 2017. You’ll find insights on everything from top channels to budgeting and content goals.  (MarketingProfs)

Twitter is Offering Advertisers More Tools to Engage Consumers With Direct Messages
Twitter’s new Direct Message Cards that can include as many as four CTA buttons that will send users to specific content. The cards can also be used in organic tweets and are designed to encourage one-on-one conversations, making it easier for brands to connect with their audience. (AdWeek)

How to Inspire Your B2B Audience with Killer Content Marketing

B2B content marketers: It’s time to get over our inferiority complex.

Yes, the B2C folks are over there marketing cool stuff like basketball shoes and energy drinks, while we’re stuck with cloud software solutions and medical imaging machinery.

Yes, we’re marketing to business professionals on a buying committee that has to commit to million-dollar deals. Which would buy a lot of basketball shoes and energy drinks.

But that does not mean B2C has more fun. It doesn’t mean B2B is boring. It doesn’t mean we have to play it safe.

Can B2B content be as compelling, as emotional, as vibrant—let’s face it—as cool as B2C?

As we say in Minnesota, yabetcha.

CMWorld In-Flight Content Guide: Creating a Memorable Content Experience

Today’s modern customer is OBSESSED with experience. Everything from the ability to quickly order an Uber through a mobile app to spending hard-earned money on trips and adventures, not your typical investments.

The customer expectations for content marketing experiences are no different. In fact, a recent study by Kampyle found that 87% of customers think brands need to put more effort into providing a consistent experience.

So now that you’ve prepped for your content marketing journey by diving into our first eBook, In-Flight Content Guide: Prepping for Your Content Marketing Expedition, it’s time to create a great experience.

To help set you down the path to creating a great “in-flight”content  experience for your customers, TopRank Marketing and Content Marketing Institute have partnered to bring you yet another go-to-guide from some of the brilliant minds speaking at Content Marketing World in September.

8 Fundamental Elements of a Successful Social Media Marketing Strategy

Social media is a staple marketing tactic for nearly every business, helping brands build awareness, share and interact with customers and prospects, and create important touch points in the changing customer journey.

However, both green and seasoned marketers are still trying to nail down what a successful social media marketing strategy looks like. According to Social Media Examiner’s 2016 industry report, 90% of marketers say social media is important to their business. However, just 41% say they’re able to measure the ROI of their social activities.

As any successful marketer will tell you, the road to success begins by physically documenting your strategy. As for what needs to be included, below you’ll find some essential elements to consider.

The Secret to Creating Scalable, Quality Content and Better CX – Infographic

Content Experience Influence

A woman walks into a retail store and looks around, not finding what she’s there for. She approaches a sales associate and asks, “Excuse me, can you show me where the top of the funnel is? I need to be confronted by every touchpoint of your predetermined sales process before I can purchase something”.

Not one of your customers is doing this.

So why do brands continue to drive content marketing programs based on a linear, sequential buying journey? With so many consumers numb to brand messaging and increasingly blocking advertising, how can marketers do a better job of connecting with and engaging customers with content?

Digital Marketing News: Mobile Marketing Facts, Augmented Reality on Snapchat and More Google Updates

104 Facts You Didn’t Know About #Mobile #Marketing (Infographic)
There’s a lot to know about mobile marketing. To help keep fellow marketers up to speed, this infographic shares 104 facts about mobile marketing including usage, commerce, advertising and email. Case in point: mobile marketing is a key player in all marketing strategies. Walkertecharts.com

Snapchat Releases Sponsored World Lenses, Which Allow Brands to Augment Reality
Snapchat is now bringing ads to the real word with Sponsored Lenses. This new feature builds on Snapchat’s world lenses, and brands like Warner Bros., Netflix and Dunkin’ Donuts are turning these 3D graphics into ads. What will they do next? Adweek

Social Media Marketing Report: Does Your Engagement Measure Up?

If I had to sum up marketing’s relationship with social media in a single nerdy meme, it’d be this:

Yes, much as Obi-Wan Kenobi was dismayed to find that Anakin had turned to the dark side, many marketers feel betrayed by social media. Each platform offered the potential to build an audience and deliver content straight to their feeds. They were supposed to be a powerful tool for organic reach. But one by one, they fell to the dark side of the algorithm.

But don’t throw away your social media channels just yet. After all, if you strike them down, they will become more powerful (sorry, that’s the last Star Wars reference). Instead, let’s have a clear-eyed assessment of what organic engagement looks like on Instagram, Twitter, and Facebook, and see where to go from here.

8 Examples of Brands Using Instagram to Showcase Company Culture

In today’s business world, a strong company culture is no longer a “nice to have.” It’s a business imperative. In fact, according to Deloitte’s 2016 Global Human Capital Trends survey, 82% of respondents said they believe culture is a potential competitive advantage.

“Few factors contribute more to business success than culture—the system of values, beliefs, and behaviors that shape how real work gets done within an organization.” Deloitte states. “Culture brings together the implicit and explicit reward systems that define how an organization works in practice, no matter what an organizational chart, business strategy, or corporate mission statement may say.”

As a result, showcasing company culture has become a useful marketing tactic, with brands often using social media—especially Instagram—to get the word out.

5 Essential Insights on Influence and the Future of Customer Engagement

Future Marketing Influential

When planning for 2017 and into 2018, many marketers have placed a high priority on customer experience and the content that helps make the best customer engagement happen.

At the same time, companies are challenged to create a variety of engaging content on a consistent basis coupled by the fact that consumers are less trusting of brand communications and advertising.

There are many suggested solutions to the challenges of creating consistent, high quality experiences for customers that range from integrated technology platforms to cognitive marketing applications incorporating big data, artificial intelligence and machine learning. This is one of the key roles that a savvy agency can play for brands: to help develop a digital marketing strategy and corresponding technologies needed.