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Author Archive: Lee Odden


Lee Odden

What You Need to Know About Content & Influencer Marketing in 2015

Comments | Posted by Lee Odden on Jan 27th, 2015 in B2B Marketing, Content Marketing, Influencer Marketing |

influencer co-created content

Influencer Marketing was a hot topic in 2014 and will continue to gain momentum in 2015 for both B2C and B2B marketers, especially when it comes to content co-creation.

“Why” the warm and fuzzy for influencer content you ask? According to CMI and MarketingProfs, over 90% of B2B marketers are investing in content marketing. Yet, in an age of information overload where 74GB of data are delivered per person, per day (USC), standing out to business buyers can require unreasonable budgets and resources.

Inspired by the need to scale content marketing performance, a growing number of B2B marketers are creating better quality content that gets shared more often, reaches more prospects and grows their influencer network – all at the same time. How so? Through influencer content programs.

Lee Odden

Content Marketing is a Team Effort

11 Comments | Posted by Lee Odden on Jan 21st, 2015 in Content Marketing |

content marketing team

Over the past 14 years we’ve run a very lean marketing department at TopRank Online Marketing.

An example of this is out of the 3,674 blog posts we’ve published, 2,793 were written by one person. TopRank’s blog received around 1.5 million visitors last year and tens of thousands of social shares, mentions in publications like Forbes, Entrepreneur and Adage as well as numerous business inquiries.

Less is not always more. One could easily argue we have one of the most efficient content marketing and blogging efforts of any digital marketing agency. But the reality is that content marketing is a team effort. It has to be.

Lee Odden

5 Events for Learning B2B Content & Influencer Marketing Best Practices in Q1 2015

Comments | Posted by Lee Odden on Jan 8th, 2015 in Marketing PR Conferences |

b2b influencer content marketing

A tremendous amount of awareness and interest was created this past year for content marketing, influencer marketing and an integrated approach to creating digital experiences across channels.

There are over 700k search results for “content marketing” on Google News alone and over 90% of B2B and B2C marketers are using content marketing tactics according to the annual studies from CMI/MarketingProfs.

To help satisfy the thirst and hunger for best practices in these areas, we publish articles, interviews, liveblogs and tool reviews. We also give presentations at industry events.

Here are a few upcoming events in the first quarter of 2015 where you can learn more about the intersection of content and influencer marketing and how it all rolls up to a new trend we’re seeing: participation marketing.

Lee Odden

Our 25 Most Shared Online Marketing Posts of 2014

Comments | Posted by Lee Odden on Jan 6th, 2015 in Online Marketing |

top online marketing blog posts

We have a rich history here at Online Marketing Blog of talking about topics that have a bit of staying power for relevancy.

From the integration of SEO with social media and content marketing to the growing field of influencer marketing and co-created content, there’s a great mix of advice that we have published over the past year that will be useful for quite a while.

We appreciate your patronage of our site and your generosity in sharing the things that you like.  Using a few of our favorite tools, we’ve identified our top 25 most shared online marketing blog posts from 2014 – share counts are rounded to the hundreds.  Along with each post is the targeted topic and type followed with notes after the list on some basic patterns – all useful insights for our readers that blog.

Lee Odden

It’s 2015 – Happy New Year from @TopRank Online Marketing

Comments | Posted by Lee Odden on Jan 1st, 2015 in TopRank Agency News |

Happy New Year

From all of us at TopRank Online Marketing, we wish you a new year of great health, rich relationships and abundant success!

We’ve experienced incredible growth ourselves this past year, doubling our staff, adding and renewing record numbers of clients and growing our industry footprint.

2015 has even more expansion in store and we would like to thank you for being a part of our community! We appreciate your time, engagement and look forward to an even more exciting year in 2015.

Here’s to a fantastic 2015!

Photo: Shutterstock

Lee Odden

Your Content Marketing Silver Bullet: Liveblogging Events

Comments | Posted by Lee Odden on Dec 30th, 2014 in Content Marketing, Marketing PR Conferences |

Liveblogging Events

Do you attend industry conferences? Would you like to create a greater diversity of content on a regular basis without a big jump in budget? Imagine these two scenarios:

Dan looks forward to industry conferences because they provide time away from the office and give him a chance to be inspired by industry thought leaders. He also gets to network amongst peers in the industry and depending on the event city and venue, maybe he has a little fun too.

Sandy plans her conference attendance according to topics and speakers. She identifies specific speaker presentations to attend and even liveblogs them for her company blog. Sandy networks with other professionals at the event and virtually through the conference hashtag and smartphone app. She compares each day’s efforts to her plan to ensure she’s effectively learning, getting inspired and networking – all while having fun.

Lee Odden

Happy Holidays 2014 from @TopRank Online Marketing

Comments | Posted by Lee Odden on Dec 25th, 2014 in TopRank Agency News |

Happy Holidays TopRank

From all of us at TopRank Online Marketing, we wish our community the Merriest Christmas, the Happiest Hanukah and the most wonderful Holiday Season!

Click the image below to see this year’s Holiday card:

Happy Holidays from TopRank Online Marketing

 

 

 

Lee Odden

The Gift of “Give to Get” in Social Media and Content Marketing

2 Comments | Posted by Lee Odden on Dec 24th, 2014 in Content Marketing, Social Networking |
Give to Get

Me, Nazli & Konnie from Dell & Mark Schaefer at Dell World

“Pay it forward”, “Good karma”, “Give to get”.

There are many ways to express the notion of creating value for others before expecting something in return, but in the marketing world, such a perspective is contrary to the norm.

Many marketers still gravitate towards another expression, “What’s in it for me?”, that guides much of their approach to marketing with social networks. The image of a child stomping their feet in an entitled fit of frustration about not getting what they want for Christmas comes to mind.

Whether it’s pressure to revive falling sales or simply viewing social networks as another channel for pushing the brand agenda, the drive to monetize without creating mutual or long term value on social networks is an empty chase.

Lee Odden

Marketing Prediction Overload: 200 Plus Digital Marketing Predictions for 2015

7 Comments | Posted by Lee Odden on Dec 23rd, 2014 in Digital Marketing |

digital marketing trends

What’s around the corner for digital marketing in 2015?

Answers to that question seems to be in abundance as we close out 2014 and look for affirmations of plans for the coming year. From social media to mobile to big data and predictive analytics, there are preparations, pontifications and predictions being advocated everywhere you look.

I think more than a few marketing executives are wondering right now how much they should pursue “what’s next” vs. performance optimization of their existing marketing. Tentativeness is easy to understand since SEO has been “dead” and it’s been the year of mobile for the past 5 years.

Shifts in technology and changes in consumer behaviors are relevant areas of focus for both “what’s next” and for optimization of current marketing performance.

Lee Odden

Global Content Marketing – Book Review

One Comment | Posted by Lee Odden on Dec 18th, 2014 in Book Reviews, Content Marketing |

Review - Global Content Marketing

The opportunity to attract, engage and persuade  buyers through useful content extends to markets on a global scale. But the same rules about content that work at home may not work abroad. Nor the processes and team structures that many content marketing departments are used to.

That’s why resources around content marketing from a global perspective are essential for international companies. Luckily, I know of just such a resource to point you in the right direction.

I first met Pam Didner when liveblogging one her presentations at Content Marketing World. She was at Intel and I had just given a presentation at Intel’s first internal Social Media conference.

Lee Odden

25 Women Who Rock Social Media – 2014

16 Comments | Posted by Lee Odden on Dec 15th, 2014 in Social Media |

25 Women Who Rock Social Media 2014

Today we’re celebrating the 5th and final version of the 25 Women Who Rock Social Media – 2014 edition from TopRank Online Marketing.

Nearly 100 women have been recognized over the past 4 years and the feedback I’ve received has been amazing – just like the women featured on the lists. Publishing these posts has also introduced me to some incredible individuals that are accomplishing amazing things – creating impact and making a difference – through social networking and social media content.

women rock social mediaThis year nominations were invited from all past honorees. We used Traackr for some additional discovery and a lot of the sorting and filtering of nominations down to a much smaller group. After considering the nominating source, the nomination itself, social network reach and resonance, we narrowed the list down to this year’s group of 25 social media rockstars.

Lee Odden

Influencer Outreach – 5 Ways to Fail

Comments | Posted by Lee Odden on Dec 11th, 2014 in Influencer Marketing |

influencer outreach fail

Content Marketing has dominated much of the conversation about marketing in the past 2 years and the popularity of influencer marketing is also on the rise. What could be better than a combination of both?

The intersection of influencer marketing and co-creation for content marketing is an area we’ve been testing and implementing thoroughly over the past 5 years. Not only have we implemented these campaigns for ourselves in partnership with marketing kingpins like MarketingProfs, Content Marketing Institute and Social Media Examiner, but also major brands like LinkedIn, Dell and McKesson.

But as the approach to content shifts from marketing departments to crowdsourcing, insourcing and community co-creation, I’ve noticed a sharp increase in sloppy or ineffective tactics like influencer outreach.

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