Archives for September 2017

Digital Marketing News: Predictive Analytics, Blockchain and Email Marketing Industry Report

Predictive Analytics: Predicting Customer Behavior to Improve ROI
As marketers, we’re always trying to stay ahead of the curve. But, does that curve factor in what customers or clients are looking for? This infographic shows us how predictive analytics can help do just that. Business 2 Community

IAB sets up Blockchain Working Group for advertising
Does blockchain have a place in marketing? According to recent reports, blockchain is no longer only for those trading bitcoin, it can provide a highly secure and transparent way to manage funds. MarketingLand

2017 Email Marketing Industry Report
Marketers are feeling overwhelmed. They don’t have the resources needed to do the marketing they’d like to do. This is evident in email marketing particularly because many marketers surveyed say email marketing drives ROI but it’s not integrated with their marketing strategy overall. Digital Marketing Depot

LinkedIn Native Video: What Works, What Doesn’t, What Marketers Need to Know

Video content is eating the internet. It started with video-specific platforms like YouTube and Vimeo. Then Twitter and Facebook added support for live and pre-recorded video. Now these insatiable moving pictures are becoming serious business: LinkedIn now supports native video.

What would compel a buttoned-down, professional networking site like LinkedIn to embrace video? Simply put, people—even businesspeople—want to watch. Fifty-nine percent of executives say that if text and video are available on the same topic, they’re more likely to choose video.

There’s no denying that marketers should embrace video content as a general rule. If your audience wants video, it’s wise for your brand to be the one supplying it. But why publish natively on LinkedIn?

Here are the upsides, downsides, and what-you-need-to-know-sides.

Top Insights, Takeaways & Favorite Moments from #SocialBrand17

For the past six years Nick Westergaard has brought speakers from around the United States to the good people of Iowa for his annual Social Brand Forum.

This event has drawn speakers like Lee Odden, Ann Handley, Joe Pulizzi, Jay Baer, Tim Washer, Scott Monty, Mitch Joel, Chris Brogan and many more!

This year, I was lucky to join some amazing speakers including Robert Rose, Melissa Agnes, Jason Falls and Marcus Sheridan as one of the speakers at this premiere Midwest event.

Since I know that many of you weren’t able to attend this awesome event, I’ve taken the liberty of pulling some of my favorite takeaways and moments from #SocialBrand17.

Nick Westergaard – The Man Who Made it All Happen

6 Questions to Ask Yourself When Setting Social Media Marketing Goals

In today’s digital landscape, chances are social media is a vital piece of your marketing mix. After all, people live on social platforms these days and projections show that worldwide social media users will surpass 3 billion by 2021.

But as brands and marketers fight for visibility in crowded, “algorithm-enhanced” news feeds, how many of you are actually reaching your strategic social media marketing objectives? Better yet, how many of you can say you have well-defined, relevant and measurable goals outlined within your social strategy?

As a marketer, you know there can be no strategy without goals. Goals are the foundation of your strategy, guiding every decision and tactic that comes next. But how do you define those goals?

The Mighty Cheeseburger: How to Construct Your Content for the Perfect Bite

You might not know this but today, Sept. 18, is a national holiday to remember: National Cheeseburger Day. We know, we know, everyday now has an arbitrary national holiday that has little to offer outside of free food or funny tweets. But that doesn’t mean they aren’t worth celebrating.

For our own National Cheeseburger Day celebration, we took a look at what makes a great burger. From a perfectly toasted bun to secret sauces, there is a lot that goes into creating the perfect staple of American food. And as content marketers, we could relate to trying to find the perfect mixture of ingredients and techniques to create something that people love.

Digital Marketing News: Better Text Ads, Lifestyle Templates & AMP for AdWords

Seven Tips for Writing Better-Performing Expanded Text Ads [Infographic]
Writing text ads is a challenge – how can you be compelling enough to drive a conversion with such limited space? There are several tricks of the trade explored in this new infographic. MarketingProfs

Google to Advertisers: Get Your Mobile Landing Pages Ready
Google recently announced that in two weeks, AdWords advertisers can use AMP pages as landing pages for their ads. This provides a seamless user experience when searching through Google and could have implications for page rank. Search Engine Journal

Digital Marketing Tools & Tactics: What the Trends Tell Us

Digital Marketing Trends, Tools & TacticsAs the old saying goes: the more things change, the more they stay the same — a saying that certainly has resonance across the marketing industry right now.

As it stands, the top challenges many of us are facing in 2017 are, in essence, the same ones we’ve been battling for years. According to an expansive aggregation of digital marketing studies and reports from Getapp Lab, the industry’s top pain points include: lack of time, knowledge, and resources; difficulty converting leads into customers; and diminishing reach in an increasingly crowded digital environment.

The analysis offers a widescreen view of the current landscape for businesses, highlighting tactics that are leading the way, solutions being embraced to overcome prevalent hurdles, and emerging technologies that hint at the direction of the marketing industry for startups and enterprises alike.

Our Top 11 Content Marketing Takeaways from #CMWorld 2017

Last week, thousands of marketers from all over the world descended on the Rock N’ Roll capital of the world, Cleveland, OH, for the seventh annual Content Marketing World Conference and Expo.

Featuring more than 130 speakers, keynotes and panelists, dozens of different tracks, and a whole lot of orange, the four-day event was exciting and inspiring. And the TopRank Marketing team was out in full-force, providing live coverage, learning from some of the best in the business, dancing to 80s classics and making new connections.

While it’s nearly impossible to distill all the inspiring insights we collected during the event into this one post, we’re going to try. Below we share a handful of insights that really resonated with our team.

4 Tips to Stop Killing Your Content Team from Workfront & Nordstrom

The pressure is on! Content marketers are being expected to create more with less. And often, that means creating more content without adding additional team members.

Unfortunately, the content copywriters are often the ones that bear the brunt of these situations which can be exhausting and cause content burnout.

To help ease the pain, Workfront’s Heather Hurst and Nordstrom’s Erica Gunn shared some great tips to help you scale work with the resources you have in their presentation at Content Marketing World.

Want to keep your content team happy and productive? Here’s what to do:

#1 – Build a Business Case

Ok listen up, this part is important:

Before you start anything, you need to understand why you’re doing it and whether it rolls up to the most important goals of your company.

How to Find the Stories in Your Data for Compelling Reporting

Our hyper-connected digital world is defined by an overabundance of data. Everything’s measurable, trackable, and quantifiable. Want to know how many people died on screen in your favorite movie? Or how much ice cream the average American eats per year? The data’s at your fingertips.

The ready availability of data is great for marketers. It helps us optimize performance, personalize content, and prove our value to the business.

But data in a vacuum isn’t informative or useful. It’s not about the facts and figures themselves; it’s about how we shape that data into compelling stories.

As an Analytics Advocate at Google, Adam Singer has years of experience finding and revealing the meaningful narrative in datasets. His presentation at Content Marketing World 2017 was all about how to create clean, informative, compelling data visualizations.

12 Questions You Need to Answer if You Want to Launch a Video Content Strategy

There’s no question that video is an increasingly important digital marketing tactic. Humans are visual creatures by nature and, when done right, video allows brands to tell their story and create meaningful, emotional connections with their audience.

For California-based Jordan Vineyard and Winery, video content has become a central piece of their marketing strategy. Lisa Mattson, Director of Marketing & Communications, shared how they’re winning at video during her Content Marketing World session “How Jordan Winery Crushed Content Marketing With a Video-Centered Strategy.”

For a little background, Jordan Vineyard and Winery has been around since the early 1970s, and until Mattson came on board, they’re marketing strategy hadn’t changed in more than 40 years.

Stop the Marketing Killjoy: 5 Ways You’re Turning off Audiences with Bad Video

It might only be 1pm in the afternoon, but it’s five o’clock somewhere – a perfect time for a great dry martini.

Research “how to make the perfect dry martini”, and you’ll get over 1,560,000 results. Ask a content marketer “how to tell a good story”, and you’ll get about the same quality of results — except when you ask the fabulous Tim Washer. Like the perfect dry martini, Tim’s strategy for how to tell a good story is simple, neat, and well…perfect.

In his session at Content Marketing World, Tim not only shared how improv can help your B2B marketing, but he shared the five ways you can kill the joy in your videos.

What are his simple rules of how to stop the marketing killjoy?