Archives for November 2017

How We’re Building a Digital Advertising & SEO Dream Team

In today’s competitive and content-saturated digital landscape, SEO is no longer a stand-alone, sure-fire way to grab audience attention in the search results. As a result, the role of a search marketer is transforming beyond the traditional walls of organic SEO and merging with the world of digital advertising — and the hunt for skilled marketers with the right mix of both skillsets is heating up.

At TopRank Marketing, we’re taking part in that hunt.

After more than 15 years as a digital marketing agency, if there’s one thing we’ve learned, it’s that the collective talent of our team members is what drives our clients’ success and our company’s success. And we have our sights set on building a dream team including SEO Specialists and SEO Strategist roles.

Do You Really Need Another Blog Post? Why Content Marketing Needs More Flexibility

For at least a decade, the 500-word blog post has been the atomic unit of content marketing. Marketers like Joe Pulizzi and Marcus Sheridan built their entire careers on blogging. In Joe’s case, he started the blog without a business plan or a product, and developed both after building an audience through insightful, valuable blog posts. Even TopRank Marketing relied on blogging as a tactic for building thought leadership and establishing authority.

When new clients partner with our agency, they’re frequently looking to follow in Joe and Marcus’ footsteps. They’re likely to request 15-30 short blog posts a month as the foundation of their content efforts.  But we’re more likely to think in terms of content units—the amount of effort the content team will put in, rather than the specific output.

Digital Marketing News: Email vs. SMS, Twitter Trolls Itself and Google’s AI Wizard

Email vs. SMS: Battle of the Heavyweights [Infographic]
In a battle of email vs. SMS, who is the winner? This infographic shows the differences between the two tactics in terms of volume, engagement, preferences and effectiveness by medium. MarketingProfs

Twitter trolls itself on new 280 character limit
As you may have heard via everyone’s favorite venting platform, Twitter has increased their allotted character count to 280. While many are happy with this change, some are disappointed or even concerned that it will ruin the value of the platform. CNN Tech

Google’s AI Wizard Unveils A New Twist on Neural Networks
This is a story 40 years in the making. Geoff Hinton (the man behind AI) published two new papers that offers a new twist on neural networks that enable machines to better understand the world via images and video. Wired

Report: What Marketers Need to Know About the ‘State of Video Marketing’

These days, there’s little doubt among marketers that video content is an incredibly powerful content marketing tool. After all, humans are visual creatures by nature, so it stands to reason that video often satisfies our content appetite. In fact, according to a Think With Google study, 50% of internet users said they’ve looked for videos related to a product or service before visiting a store.

But as more brands and marketers jump on the video content marketing bandwagon, it’s more important than ever to examine your strategy to ensure you’re getting the most out of your efforts. And a great starting point is to get the lay of the current video marketing land and emerging trends.  

Here we Grow Again: Welcome New VP Katie Uphus to TopRank Marketing

Here we grow again TopRank Marketing

TopRank Marketing evolved from PR to digital marketing agency in the mid 2000’s, right about the time our new VP of Operations got into agency project management.

Twelve years and multiple advancements from a creative agency Director of Production to Senior Director of Operations later, Katie Uphus has now joined the team as Vice President at TopRank Marketing.

Katie Uphus Lee Odden

Talent is what makes our agency magical for our B2B clients and we’re excited to bring Katie on board. Her experience developing teams, coordinating workflow and marketing operations will help us establish the framework for an environment where each of our team can become the best they can be in their respective roles.

4 Tips for an Out-Of-This-World B2B Marketing Agency Partnership

Who was the first person to set foot on the moon? Of course the answer is Neil Armstrong — who else?

But, actually, the question really is “who else?” In order for Armstrong to walk the moon, there were innumerable individuals who contributed something large or small to get him there. His mom and dad, Mission Control, fellow astronaut and crew member Buzz Aldrin, a nation of taxpayers — and the list goes on.

What’s the point? Simply put, there’s no doubt that Armstrong was an amazing pioneer, but he didn’t get to the moon — or back home — alone. It took a team.

Being a marketing pioneer in the B2B technology space is no different. You need to have skills and ambition of your own, but you also need an amazing team by your side.

5 Questions to Answer BEFORE You Develop a Social Media Strategy

Last weekend I decided to build something. So I went to Home Depot and asked a nice man in an orange apron to tell me what supplies I needed. “Okay, what are you building?” he asked.

“Oh, you know, something…maybe out of wood? Perhaps a birdhouse, or some furniture, or a planter,” I replied. “Don’t worry; I have lots of tools and I’ve seen other people build things, so I’m ready to go. Just tell me what I need to buy.”

“I’m going to have to ask you to leave,” he replied.

Okay, so none of the above happened (call it poetic license). It’s a ridiculous scenario, right? Who would start building something without knowing what they needed, why they were building it, and what the finished product would be?

Digital Marketing News: Clowns for Whoppers, Facebook Dynamic, Automatic Messages

Persado
Persado now generates emotionally-targeted marketing messages for individuals. Copywriters, prepare to start feeling nervous: Persado uses machine learning and people’s reactions to previous campaigns to determine users’ emotional profiles and is now launching Persado One, which allows the text to be generated for individual users. MarTech Today

How many people see your content on each digital channel? This is a handy collection of benchmarks covering email, SMS, Facebook, Twitter, YouTube, Apps and Snapchat. The Drum

B2B Marketers Shift Priorities From Generating Leads to Converting Them. B2B marketers’ top priority for generating more leads has dropped from 46% to 35%. The focus on converting leads to customers has increased from 34% to 42%. MarketingCharts

32% Of Marketers To Bring Programmatic Media Buying In-House. 50% of marketers and agencies believe Programmatic will ultimately become the responsibility of the brand. MediaPost

Should I Hire an In-House Digital Marketing Specialist or Tap an Agency for Help?

The digital marketing landscape is changing at a rapid pace, with many organizations planning to up their budgets and diversify their tactics in the coming years. In fact, according to Forrester research, CMOs will spend nearly $119 billion on search marketing, display advertising, online video and email marketing by 2021.

“Over the next five years, search will lose share to display and social advertising while video will scale,” Forrester said. “These changes reflect a new emphasis on quality over quantity, a dynamic that will reintroduce human intervention into programmatic ad buying, turn marketers into growth hackers, and put long-tail publishers out of business.”

What You Need to Know About Optimizing Content for Voice Search

Voice Search Content Optimization

Thanks to the emergence of technologies such as mobile personal assistants, Amazon Echo, Google Home, Cortana, and others, there’s no doubt that voice search is on the rise. These days, consumers can send text messages while driving or use a mobile personal assistant to complete simple actions. In fact, Gartner predicts that about 30% of searches will be conducted without a screen by 2020. In addition, another study from ComScore, states that voice searches will account for nearly 50% of searches, too.

That means we marketers need to start thinking how we can get our content in front of our audience via voice search channels. While optimizing content for voice search can seem daunting, there are a few easy tips that can help you start gaining more visibility for those types of queries.