Lee Odden

About Lee Odden

@LeeOdden is the CEO of TopRank Marketing and editor of Online Marketing Blog. Cited for his expertise by The Economist, Forbes and the Wall Street Journal, he's the author of the book Optimize and presents internationally on integrated content, search, social media and influencer marketing. When not at conferences, consulting, or working with his talented team, he's likely on a beach somewhere doing absolutely nothing.

Lee Odden

The One Thing You Must Have for B2B Marketing Success: Be the Best Answer

Lee Odden on Nov 8th, 2016     B2B Marketing

one-thing-b2b-marketing-success

While B2B companies are investing in content for marketing, making more content is not creating the windfall of leads that many senior business marketing executives had hoped for. The problem? A lack of insight about what makes better content.

I believe that finding a solution to the “more” vs. “better” challenge starts with customer empathy.

Steve RaysonAs an example, Steve Rayson, director at BuzzSumo and Anders Pink, explained: “The primary motivation of B2B customers is to do their jobs better. Thus, at BuzzSumo we spend a lot of time trying to understand the questions our customers are asking and the issues they are struggling with. We then try to produce helpful content which addresses these concerns.”

Lee Odden

50 Top B2B Marketing Influencers

Lee Odden on Oct 18th, 2016     B2B Marketing, Influencer Marketing

b2b marketing influencers

First of all, Happy 10th Birthday to our favorite B2B Marketing Influencer, Ann Handley and the MarketingProfs B2B Forum team!

Time flies when you’re working hard, smart and with style – just like Sharon Hudson, Julie Pildner and their team have been for so many years to create a great experience for B2B Forum attendees.

There are a very small number of industry conferences that I look forward to attending year after year and the B2B Forum is at the top of that list. Many other B2B marketing practitioners and leaders that feel the same way and that’s why the content is so good year after year. MarketingProfs has built something solid both in terms of the event and the community.

Lee Odden

Where to Learn About Influencer Content Marketing in Europe & the U.S.

influencer content marketing
As a fast growing content marketing agency, especially when it comes to working with influencers, TopRank Marketing has experienced great growth this year working with new clients in the U.S. and abroad.

To continue building awareness of the great work my team has been doing and to share the insights I’ve learned as an active practitioner and strategist, I will be giving keynotes, solo presentations and workshops in 4 different countries over a 60 day period during October and November. Of course I will be joined by an excellent cadre of talented and experienced marketing speakers covering a range of topics, so each event is a great opportunity to learn, network and get inspired for 2017.

Lee Odden

How Social Do Senior Marketing Executives Need To Be?

Lee Odden on Sep 20th, 2016     Social Media

Social CMO
Explosive growth of social networks has attracted considerable attention to CEO and executive use of social media. Optimism about executive social media impact has been fueled in part by studies like the
BRANDfog survey, which reports executive social participation leads to better leadership, creates more brand transparency and helps build better connections with customers, employees, and investors.

The CMO is one of the most visible people within a company and as a public facing marketing role, there is an expectation that the chief marketing officer will be active on social networks. But how many tweets, likes, shares and snaps is enough?

It is tempting for senior marketing executives to hold themselves up in comparison to professional marketing influencers who spend virtually all of their time keynoting conferences, writing books and being interviewed by the media – aka individuals as brands, or as I like to call them, “brandividuals”.

Lee Odden

50 Top Content Marketing Influencers to Follow

Content Marketing Influencers 2016
Without question, the Content Marketing World conference is a force to be reckoned with when it comes to all things content. This is where I should segue into a Death Star reference and something about a love child between Joe or Robert and Princess Leia. Or was it Chewbacca? I kid.

What I’m not kidding about is that there are over 150 speakers at Content Marketing World that have spent numerous hours researching, planning and crafting presentations as well as practicing and coordinating their travel and stay at the event. When you think about it, the cumulative amount of content created amongst all those speakers isn’t just formidable, it’s outright impressive.

Lee Odden

Digital Marketing Spotlight: Josh Mueller, SVP Global Marketing at Dun & Bradstreet

Lee Odden on Sep 5th, 2016     BIGLIST SEM Blogs, Digital Marketing, Interviews

Josh Mueller Interview

Meeting and getting to know smart digital marketers is easily one of my favorite things about working in the marketing industry. I first meet Josh Mueller when he was at Director of Digital Marketing at Dell and I was presenting an integrated approach to search, social and content marketing. There was a palpable enthusiasm in the air for inbound marketing and it was exciting to see that kind of reception from a large company.

Fast forward to today and Josh is Senior Vice President Global Marketing at Dun & Bradstreet. He is definitely one of those people you want on your digital marketing team or more specifically, leading your team. He always seems to be two steps ahead, is results-focused and a genuinely nice human being.

Lee Odden

10 Must-Read Content Marketing Interviews with Major Brand Marketers

Lee Odden on Aug 29th, 2016     Content Marketing

Content Marketing Interviews

Content Marketing continues to drive marketing strategy for many companies and yet, most companies don’t document that strategy. The result? Marketing departments are challenged to create a variety of compelling content on a consistent basis.

Smart, creative and results-focused advice on content marketing that actually works is in high demand and I’m happy to say that over the past few years we’ve published just under 500 content marketing articles on topics ranging from strategy to measuring ROI. To bring you a balanced view of content marketing, we’ve made sure to publish our own point of view and thought leadership as well as interviews with brand content marketing practitioners and executives.

There’s a lot of insight in those interviews and below is a list of the 10 of the most popular, featuring conversations with brands that include: MarketingProfs, Visa, Facebook, Content Marketing Institute, LinkedIn, 3M, Bank of America, Xerox, and Dun & Bradstreet. Enjoy!

Lee Odden

Digital Marketing Spotlight: Amy Lamparske, Head of Social Media at 3M

Lee Odden on Aug 22nd, 2016     Influencer Marketing, Interviews, Social Media

Amy Lamparske

One of the great benefits of social media is the dual effect of creating access to people of influence while helping individuals with expertise and points of view become influential themselves. One of my connections that serves as a great example of this is Amy Lamparske, Head of Global Social Media at 3M.

Local events and blogging undoubtedly created mutual awareness, but I didn’t meet Amy in person until she was Director, Digital Marketing at Walmart and then again when she was Director, Digital and Social Media at General Mills. In her current role at 3M, I’ve been able to see Amy’s thought leadership in action in situations ranging from being a keynote speaker at the first Brandwatch user conference to host of a Conference Board event on Social Media. Each time was a learning opportunity because Amy provides a view into enterprise social media marketing and advertising that is deep, insightful and fast moving. I’m not alone in this sentiment:

Lee Odden

5 Magical Tactics for Repurposing B2B Marketing Content

Lee Odden on Aug 15th, 2016     B2B Marketing, Content Marketing

Repurpose B2B Content Marketing
Did you know, that on a daily basis, 16 to 20% of search queries on Google have never been seen before? With over 100 billion monthly queries, there are an incredible number of ways that people express their interests, wants and needs.

At the same time, a study from CMI and MarketingProfs reports that 50% of marketers say producing content consistently is a top challenge.

With the diversity of expressions buyers search for and the demands of producing a variety of engaging content on a consistent basis, one has to wonder why so many B2B marketers insist on publishing content once and with a singular theme.

To get more value from content investments while providing a greater variety of information to prospective customers, many B2B marketers are repurposing.

Lee Odden

Content Marketing World Keynote Interview: John von Brachel, Bank of America

Lee Odden on Aug 8th, 2016     Content Marketing World, Interviews

John von Brachel Bank of America

One of the most valuable resources for just about any company is the talent, expertise and insight from internal experts and executives, especially when it comes to content marketing. However, understanding the best practices and putting them into action within a large, complex organization is another thing entirely.

That’s why we are fortunate to hear from Content Marketing World 2016 keynote speaker John von Brachel. John has a deep editorial background at companies ranging from Time Inc. to Merrill Lynch to his current role as SVP and Content Marketing Executive at Bank of America. These roles have positioned him with very unique insight into the role of content marketing at the enterprise level.

In this interview, John talks about his editorial background, how he stays current, motivating executive participation with content and a preview of his keynote and breakout session presentations at CMWorld.

Lee Odden

Content Marketing World Keynote Interview: Kathy Sterio, GE

Kathy Sterio GE

Update: Kathy is unable to make it to Content Marketing World and Jenifer Walsh, director of customer engagement marketing for Current, powered by GE will be taking the stage in her place. 

Content Marketing within large, complex organizations is not for the faint of heart. Many big companies are legacy brands with years of history behind marketing status quo. Today’s business environment calls for constant innovation and for marketers that can champion the necessary change, there can be significant impact.

In that context, I introduce you to Kathy Sterio from General Electric. Her time with GE has spanned several decades and undoubtedly, she has observed and championed her share share of marketing innovation.

Lee Odden

Content Marketing World Keynote Interview: Stephanie Losee, Visa

Stephanie Losee
The digital world is often a small world. For example, when working with Dell on an influencer content program I met Dell’s Managing Editor at the time who seemed to be a cocktail of sophistication, intelligence and just a lovely person. She reminded me very much of Rebecca Lieb, another force of nature in the content marketing world. Why does this make digital a small world? Despite being based on two different coasts, they’re great friends!

This serendipitous content sage is none other than Stephanie Losee, who is now Head of Content at Visa, Corporate Communications. Along with many others, I’ve learned many important insights from Stephanie and I can’t wait to see her keynote panel at Content Marketing World in September.