Archives for May 2018

How to Inform Your Content Strategy Using SEO Insights

SEO Data Insights for Content Strategy

Marketers know that quality content and smart SEO are essential for driving toward their marketing goals, but that doesn’t mean success is easy to come by. With 53% of B2B marketers reporting their content marketing is only moderately successful, and another 23% reporting it as not at all or minimally successful, it appears that the majority of B2B marketers are struggling to see noteworthy results.

So, how can marketers improve their content marketing and achieve success?

The answer is in the data. More specifically, it’s in the insights you can glean from your data, especially SEO-related data.

Every marketer has access to this data. And it’s time to take that data, analyze it, and use it to inform your content strategy to create customized, relevant, and insightful content that is more valuable to your target audience. But knowing where to start on your data-informed and insight-driven content marketing journey isn’t always clear.  

Press Start and Get in the Game with the Ultimate Guide to Content Marketing

PRESS START.

These two words, which routinely appear on the title screens of video games, present both a prompt and a promise. You won’t advance until completing this simple command, but once you do, a world of adventure awaits.

You can “press start” on a brand new CMWorld experience by scrolling down and clicking into our Ultimate Guide to Conquering Content Marketing. Prepare to explore new stages and levels with a host of top players in the content marketing game as we unlock the secrets to success in 2018 and beyond.

Get in the Game

When the going gets tough, gamers can navigate to the options menu and turn down the difficulty level. How convenient!

Be Like Honest Abe: How Content Marketers Can Build Trust Through Storytelling

How to Build Trust Through Content Marketing Storytelling

Pardon me for telling the same old story once again …

Storytelling is a fundamental staple of content marketing.

This isn’t news. It has become a central talking point throughout the business world, and one we’ve discussed quite frequently here on the TopRank Marketing Blog.

Compelling narrative is impactful for fairly obvious reasons: it captivates a reader, keeps them engaged, and tends to leave a lasting impression. The psychological power of storytelling has endured from ancient times, and outweighs any new technology or tactic that comes along.

But one of the less-discussed benefits of storytelling might be among the most important in today’s context: it builds trust with your customers and prospects. Today, we’ll examine how this dynamic works and why every marketer should be on board.

Digital Marketing News: Preferred Platform Study, B2B Influencers & Blockchain For Marketers, & Travelers Turn To Instagram

Marketing Charts Platform Usage Graph

Social Media Marketing Update: Preferred Platforms and Content Types in 2018
A multitude of the latest trends in social media marketing have been detailed in a new report from Social Media Examiner, revealing that Instagram has surpassed a declining Twitter in overall popularity, while B2B marketers continue to prefer LinkedIn. MarketingCharts

Study: Millennial travelers’ Instagram use has grown 375% since 2013
U.S. millennial travelers have turned to Instagram 375 percent more than they did in 2013, according to new research on social media usage among travelers, while Google stayed the top overall travel site. Marketing Dive

Facebook Releases Latest ‘Topics to Watch’ Report, Highlighting Key Trends
U.S. marketers now have access to Facebook’s latest list of topics to watch, as the social media giant released its “Topics to Watch” list for April, 2018, including the fastest-growing conversation topics on the platform. Social Media Today

Building Better Influencer Relationships: 7 Cues Marketers Can Take from Sales

Influencer marketing is booming with B2B and B2C brands big and small dipping their toes in the water. And it’s certainly not hard to see why. From declining consumer trust to content overload to near-dead organic reach on social channels, working with influencers enables brands to build credibility, authority with existing and new audiences, as well as connect with thoughtful industry experts.

And, of course, partnering with influencers can help drive marketing results. In fact, according to a Linqia survey, 94% of marketers who use influencer marketing find it an effective practice that can generate up to 11-times the ROI of traditional advertising.

From Messenger Bots to the Growth of ‘Gram, Social Media Examiner’s Annual Report Reveals Trends to Watch

2018 Social Media Marketing Trends from Social Media Examiner Report

Engagement is down. Trust is dwindling. And the most popular social media marketing platform is now riddled with uncertainty.

For marketers, the social space has never felt more daunting or perplexing. Luckily, Social Media Examiner recently released its 2018 Social Media Marketing Industry Report, the latest annual snapshot of where things currently stand in this critical frontier.

While the report doesn’t answer all our questions, it does offer some helpful clarity and context.

We’ve gone through Social Media Examiner’s in-depth report, which gathered input from more than 5,700 respondents, and distilled some of the most noteworthy nuggets for marketers to noodle on and insights on how you can improve your efforts.

Here’s what you need to know about the state of social media marketing in 2018.

Digital Marketing News: Millennial Pops’ Pinterest Passion, Facebook’s Housecleaning, Closing Klout, & Google’s Latest

Facebook Housecleaning Graph May 2018

Facebook has disabled almost 1.3 billion fake accounts over the past six months
Facebook has stopped nearly 1.3 billion fake user accounts over the last six months, one of numerous statistics the company has revealed for the first time in a preliminary report announced this week. Recode

Pinterest proves popular with dads, pointing to shifting parental role
Pinterest has increased its popularity among millennial dads, with 42 percent of U.S. fathers in that demographic reporting that they find new products on the site, while nearly half of overall U.S. dads with a household income of $100K or more use Pinterest, according to new analysis data. Marketing Dive

A Tasty, Strategic Addition to the Content Marketing Table: ‘Repurposed Content Cobbler’

Ingredients for Content Marketing Cobbler

If you didn’t know, tomorrow, May 17, is home to a very special holiday: National Cherry Cobbler Day.

I know, I know—every day seems to be home to some strange, random, or innocuous holiday these days, but this one has a special place in my heart.

via GIPHY

While my palate generally prefers more savory options, fruit cobbler is my jam. (Does that count as a pun? No? OK.) And as it turns out, not only is cobbler of all varieties deliciously satisfying to eat—but it also serves up a tasty slice of content marketing inspiration.

You see, cobbler was an innovation in both sweet and savory cooking, originating in the British American colonies. Settlers didn’t have access to suitable ingredients or equipment to make their traditional puddings and pies, so using a little creativity with what they did have, the cobbler was born.

Calling All Content Marketers: Sound Off in Our Content Marketing Planning Survey!

2018 Content Planning Survey

We’re all in this together.

Granted, it might not always feel that way. The current environment we operate in as marketers is a competitive one. But we do have the power to collectively drive our discipline forward, toward greater efficiency and productivity. This begins with sharing knowledge, and improving our understanding of the most prevalent challenges and obstacles being faced.

In this spirit, we’ve partnered with our clients and friends at DivvyHQ to whip up a new 2018 Content Planning Survey, and we’d love your input.

What’s Inside the Survey

The idea is to gather data from a wide range of marketers in efforts to form a clear and accurate picture of how today’s content teams operate and where the key opportunities lie.

Digital Marketing News: Facebook Teases Ad-Free Subscriptions, Google Tests SERP Questions, & Online Ad Spend Jumps

Digital Ad Spending Graph eMarketer

Facebook Weighs Ad-Free Subscription Option
Facebook is considering an ad-free paid subscription option for users, and has recently conducted market research on how such an plan would go over at the company, which brought in the vast majority of last year’s revenue of $41 billion from ad sales. Bloomberg

Instagram quietly launches payments for commerce
Instagram has been testing its own direct payment system among certain app users and partners, in a move that could increase the firm’s native payment footprint. TechCrunch

Google Tests Submitting Question Directly In Search Results
Google has recently tested question forms within search results that allow users to submit questions directly by text or voice to the Internet giant and its various publisher partners. SEO Roundtable

5 Reasons Why B2B Content Marketing Works & 5 Reasons It Doesn’t

Why Content Marketing Works & Why It Doesn't

It’s no secret that content marketing is a widely adopted tactic. In fact, over 90% of B2B Marketers say they’re using it to reach their larger business goals, according to the Content Marketing Institute’s 2018 B2B Content Marketing Report. However, just 24% of B2B marketers rate their content marketing as extremely or very successful.

Why is content marketing working extremely well for some marketers, but not for others? What makes content marketing so effective, and what holds (your content marketing efforts) back?

Well, let’s talk all about it. Content is at the center of everything we do here at TopRank Marketing. And below we dive into some of the key reasons why content marketing efforts succeed or fall short. Hopefully, this insight can help you level up your own content marketing strategy in a way that amplifies your results.

32 B2B Content Marketing Case Studies for 2018

B2B Content Marketing Case Studies

One of the great honors of working in the marketing agency world is seeing your work recognized. For me, an even greater honor is seeing the work of our clients and my team recognized and that’s exactly what happened at the 2018 Killer Content Awards.

This year the award in question went to our client Cherwell Software. Thanks to amazing work by Alison Munn and the Cherwell Software team (pictured above), as well as our team at TopRank Marketing, their integrated influencer content program drove 22% of all new sales pipeline revenue in 2017.