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Author Archive: Alexis Hall


Alexis Hall

How to Dominate Search Results With Your Brand – Brian Clark Tells All

7 Comments | Posted by Alexis Hall on Sep 16th, 2013 in Content Marketing, Marketing PR Conferences, Online Marketing, SEO |

Brian Clark - copybloggerIf you create content and no one can find it, then what is the point?

On TopRank’s Online Marketing Blog we know that SEO is a crucial step in the amplification of content.  As Lee likes to say, “Content isn’t really great until someone finds, consumes and acts on it.”  Yet, I know from working with clients ranging from enterprise to small business, SEO is not always part of the content development process.

Whether it’s a lack of SEO know-how or a fear of old fashioned ideas like keyword stuffing, Brian Clark, CEO of Copyblogger Media aimed to break down those walls and show online marketers how to dominate search results with content.

Alexis Hall

Andrew Davis Offers 5 Secrets to Bigger, Better Marketing Results with Less Content

3 Comments | Posted by Alexis Hall on Sep 13th, 2013 in Content Marketing, Marketing PR Conferences, Online Marketing |

Andrew DavisInformation Overload:

17 new web page are published every second.

2 million blog posts are published everyday.

As marketers and content producers, we are indeed, contributing to the information overload of the consumer.  Digital marketers spend a huge amount of time churning out and branding content. However, we don’t spend nearly enough time thinking of creating a content brand.

Yes, there is a difference between branded content, and a content brand. Branded content is created for a company. It typically takes a corporate-centric view of the world and hopes consumers embrace the brand.

Alexis Hall

Jay Baer’s Youtility – Content So Useful People Will Pay for It

One Comment | Posted by Alexis Hall on Sep 10th, 2013 in Content Marketing, Online Marketing |

Content Marketing WorldIt sure is hot in Cleveland! On a humid morning in Cleveland, OH over 1,700 people gather in the beautiful Cleveland Convention Center to learn the secrets behind the best content marketing leaders in the industry.

Content Marketing World kicks off with a keynote from Jay Baer (@jaybaer).  Today, Jay is speaking all about content utility or Youtility.

More so than ever before, businesses face competition from more than just other businesses that do what they do. They are also competing on your Twitter feed, Facebook stream and inbox with every other business, acquaintance, friend and family member jamming  your news feed with shoes sales, baby pictures and cat videos.

Alexis Hall

3 Ways to Use Multi-Channel Analytics Reporting for Better Content Marketing

4 Comments | Posted by Alexis Hall on May 2nd, 2013 in Content Marketing, Online Marketing, SEO, Social Media, Web Analytics |

multi-channel marketing analyticsThe average consumer goes through more than five touch points with an ecommerce business before they convert. This number is trending upward, as companies and customers continue to interact across a greater number of platforms. B2B companies, with often greater price points and a longer buying cycle, may find the number of interactions with prospects prior to conversion even higher.

Good content marketers know that integrated, consistent messaging is critical across multiple digital platforms.  It allows us to connect with our customers how – and when – they expect to connect with us.

With so many touch points between first contact and conversion, how are companies able to break through all of the data within analytics? We need to determine not only which channels are most effective, but also how to customize marketing activities to the behavior and preferences of the audience in that channel, at that point in their decision.

Alexis Hall

An Interactive Marketing Evening on the Future of Content: Tips, Team Building & Upcoming Trends

7 Comments | Posted by Alexis Hall on Apr 18th, 2013 in Content Marketing, MIMA Seminars, Online Marketing |

The Future of Content - Lee Odden, MIMAOn Wednesday evening in downtown Minneapolis, marketers gathered to hear the answer to a burning question: #whatthefoc? (AKA what is the future of content?)

The Minnesota Interactive Marketing Association (MIMA) hosted the sold-out Future of Content event, with speaker Lee Odden, TopRank Online Marketing CEO and the author of Optimize, aiming to point attendees in the right direction.

Marketers know content is important; in fact, 78% of CMOs think custom media represents the future of marketing. How has content changed how we view marketing today and more importantly, how can we prepare for the future? These highlights from The Future of Content with Lee Odden should shed some light on the issue:

Ask yourself 3 questions about your existing content strategy.

Odden instructed the audience to ask themselves three questions about their business:

Alexis Hall

How to Make Love Stay: 6 Ways B2B Marketing Analytics is Like A Relationship

8 Comments | Posted by Alexis Hall on Feb 14th, 2013 in Online Marketing |

nerd holding heartValentines Day is a holiday that some people look forward to, while others dread it’s very existence.  Let’s face it; no one likes to be alone on Valentine’s Day. Much like personal relationships, business relationships take effort. What are you doing this year to ensure you’re spending time with someone special and keeping your conversion funnel full?

The typical B2B buying cycle is anywhere from 3 to 12 months.  It can be challenging to maintain appropriate touch points throughout a longer sales cycle in a way that will encourage a potential customer to convert, rather than slipping out of the funnel.

Utilizing analytics is a great way for companies to gain insight into customer and prospect behavior and make adjustments to their marketing strategy based on that insight. However, a long sales cycle requires analytics be used beyond simply connecting purchase to channel and adjusting the marketing mix accordingly.

Alexis Hall

Strategies for Online Marketing Innovation in Highly Regulated Industries

One Comment | Posted by Alexis Hall on Jan 17th, 2013 in MIMA Seminars, Online Marketing |

Healthcare PhotoOn a gray and snowy morning marketers from the healthcare, finance and government sectors headed to the Swedish American Institute in downtown Minneapolis for a MIMA event titled Interactive Innovation in Highly Regulated Industries.

Moderated by Melissa Berggren of Allina Health, the panel of experts included Marti Nyman, Director of Innovation and Strategy at UnitedHealth Group, Ward Tongen, Principal Digital Marketing Strategist at Medtronic and Kelli Carlson-Jagersma, Collaboration-Strategist VP, Wholesale Social Strategy at Wells Fargo.

Gaining approval on marketing strategies, content and tactics within highly regulated industries can be rife with challenges. Including regulation from governing bodies and documents (like HIPPA, the FDA and the SEC), resistance from your compliance and legal departments, and a ‘we can’t do that’ attitude when it comes to innovation.

Alexis Hall

Content Marketing Win: Customized Content for Customers & Search Engines With Online Personalization

One Comment | Posted by Alexis Hall on Dec 6th, 2012 in Content Marketing, Online Marketing |

online personalization

After an amazing three days at a recent conference, it was time to head back to Minneapolis.

One crucial pre-flight ritual: downloading enough new content to my Kindle Fire to stay entertained during the 3+ hours of flying and airport time.

As I flipped to the Kindle book store, the first place I started was my recommended list. I will say that, overall, I am always pretty impressed by how well Amazon “gets” me.

In less than two minutes I had made my purchase.  Without personalization, faced with the  1 million+ books which are part of the Kindle library, there is a 75% chance I would have never made a purchase at all.

Alexis Hall

5 Strategies to Increase Conversion in a Social World from #SESCHI

One Comment | Posted by Alexis Hall on Nov 15th, 2012 in Online Marketing, Search Engine Strategies |

Conversion Optimization in Social World - Tim Ash SES Chicago95% of decisions are considered preconscious.  In fact, the majority of decisions we, as humans, make are automatic or based on “gut feel”, rather than conscious decision making.

So then why are so many businesses building websites for consumers who view and act based on their rational brain? This is the question Tim Ash (@tim_ash) posits during his SES Chicago session “Beyond the Click: Conversion in the Social World.”

The human brain, shaped by thousands of years of evolution, is highly influential on our online decision making. So marketers must look for opportunities to make the conversion process as intuitive, consistent and automatic as possible.

Taking the evolutionary approach, here are five strategies for increasing conversions in a social world, from Tim Ash.

Alexis Hall

10 Of the Best Kept Secrets to B2B Videos from #SESCHI

One Comment | Posted by Alexis Hall on Nov 14th, 2012 in Online Marketing |

SES Chicago - B2B Video SecretsDid you know that 42% of business executives have made a purchasing decision based on an online video? In fact, 60% of execs will watch a video, before the ever read the text on the screen. Wow!

In the last session on the first day of SES, I was pretty excited to learn the secrets to B2B video success from Peter La Motte from GeniusRocket (@geniusrocket).  You see, I hear from clients all the time reasons why video isn’t a larger part of their marketing mix.

Top 3 Reasons B2Bs Give for Why They  Can’t (or Won’t) Do Video

  1. Video is too much work!
  2. B2B is too boring for video
  3. Video doesn’t drive sales
Alexis Hall

Exploiting the Infinite Loop: 5 Tips for Mobile Marketing Optimization from SES Chicago

One Comment | Posted by Alexis Hall on Nov 13th, 2012 in Online Marketing |

Mobile MarketingToday’s consumer is connected every where and in every way. Additionally, we are no longer subject to the agenda of businesses when it comes to when and where we consume content, shop or view ads.  As marketers is our job to take advantage of what Geoff Tam-Scott describes as the infinite loop.

The infinite loops refer to the ongoing cycle of touch points marketers with consumer across devices such as smartphone, tablets, TV, PCs, etc.

On the first day of SES Chicago, Tam-Scott and Gagan Kanwar from Marin Software (@MarinSoftware) offer tips for marketers to optimize marketing for mobile and exploit the potential which mobile unlocks.

Alexis Hall

TopRank Heads to the Windy City for SES Chicago 2012 #SESCHI

Comments | Posted by Alexis Hall on Nov 6th, 2012 in Marketing Industry News, Marketing PR Conferences, Online Marketing |

Chicago BeanOn Tuesday November 14th  we will be heading south for SES Chicago.  This will be my second SES event and I am looking forward to attending sessions to continue to educate myself in online marketing, and share it with our readers, all while hanging out in the city of Chicago.  I will be live blogging along with fellow TopRank-ers – Jolina Pettice, Evan Prokop, Thom Craver and Miranda Miller.

When planning any trip, one of the first things I do is map out the stops which are a MUST SEE. Conferences are no different.  We follow online marketing best practices, and always have a game plan to ensure we can get the most out of the time spent at conferences.

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