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Author Archive: Lee Odden


Lee Odden

5 Steps to Personalize Repurposed Content for Your Target Audience #SMMW15

Comments | Posted by Lee Odden on Mar 24th, 2015 in Content Marketing, Social Media |
teamtoprank

Alexis, Kat, Jolina & Evan from #TeamTopRank brainstorming content.

Repurposing content is most often a function of efficiency. Marketers investing in content have always sought to extend the value of their content marketing efforts by repurposing, re-skinning or reimagining content into alternative forms.

In fact, repurposing is so popular, there are over 1 million search results in Google for “repurpose content”. And for good reason:

50% of marketers say producing content consistently is a top challenge. CMI/MarketingProfs

Exploding the eBook. Developing a substantial eBook for example, creates a rich source of information from which many derivative works can be created ranging from blog posts to infographics. The folks at Kapost have promoted the content pillar approach with some great examples of this.

Content Pillar Kapost

Lee Odden

Winning With Authority Rainmaker – 15 Marketing Influencers Define Authority for Marketing Success

Comments | Posted by Lee Odden on Mar 23rd, 2015 in Integrated Marketing, Marketing PR Conferences |

Winning Authority Rainmaker

“I fight authority and authority always wins”

So says the song by John Mellencamp.

In the digital marketing world, why fight authority when you can become authoritative yourself?

Today there are more tools and resources than ever for individuals, startups and even nimble divisions within large organizations to become an authority in their industry.

In the context of business and marketing, I like to think of authority as “being the best answer” wherever customers are looking. Ubiquitous in presence, contextually relevant, useful above all others and a focus on something specific – all of these traits combine in a meaningful way to create authority.

Authority that wins.

But how do you create authority? What are the practical integrated marketing steps needed when it comes to design, content, traffic and conversion?

Lee Odden

A Fascinating Interview with Sally Hogshead on Authority, Marketing Success and Personal Brand #authority2015

Comments | Posted by Lee Odden on Mar 19th, 2015 in Interviews, Marketing PR Conferences, Social Media, Social Media Marketing World |

Sally Hogshead

Energetic, enthusiastic, smart, funny – fascinating. Those are the words I would use to describe Sally Hogshead. You know, Sally Hogshead, the best-selling author, hall of fame speaker and CEO of Facsinate Inc?

Sally is one of the keynote speakers at the upcoming conference in May from our friends at Copyblogger Media: Authority Rainmaker.

As a preview to her presentation and in between flights, she agreed to answer a few questions about influence, authority and a brand she finds most fascinating. Sally also reveals why we should spend less on marketing and why consumers will spend a LOT more. Her answers are insightful, entertaining and some of them definitely involve fascination.

Much of your work focuses on how individuals can use ‘fascination’ to help gain trust, respect and influence. How do brands benefit from ‘fascination’?

Lee Odden

Brand Storytelling in a Digital World – Alix Hart, Acting CMO at Symantec

One Comment | Posted by Lee Odden on Mar 18th, 2015 in Content Marketing, MIMA Seminars |

Momentum Marketing

Creating demand with content that is relevant to your target audience in real-time is both a challenge and an opportunity for digital marketers. But that is exactly what Alix Hart, Acting CMO at Symantec, is doing with what she calls “Momentum Marketing”.

This post is a liveblog of a presentation Alix gave today on building Marketing Momentum at a MIMA event in Minneapolis.

The official description: As digital expands into every facet of a consumer’s life, marketing strategy and brand storytelling must shift its focus to create content driven by consumer conversations and needs. So how do brands get there? How can a brand leverage the momentum of conversations consumers are already having? Alix and her team at Symantec are taking a new approach to deliver useful and relevant information relating to what consumers are already seeking out. Join us to hear her three-step plan to capitalize on what she calls “momentum marketing”, and find out what’s next in the space.

Lee Odden

New Report: Content Marketing Performance – A Framework to Measure Real Business Impact

Comments | Posted by Lee Odden on Mar 17th, 2015 in Content Marketing, Online Marketing |

Content Marketing Performance: A Framework to Measure Real Business Impact

It’s safe to say that in 2015, the vast majority of businesses are creating content for marketing (B2C 77%, B2B 86%) 2015 CMI/MarketingProfs.

But to what end?

Content can create impact for a business in many ways, including boosting reputation, increasing revenue, improving operational efficiencies or growing the value of the brand.

Unfortunately, most companies are chasing ROI instead of planning for measuring the full spectrum of value content can deliver for a business.

This is the challenge content strategists and digital marketers are facing in conference and boardrooms all over the world. Business executives are no longer satisfied with metrics around volume and are demanding insight into impact of content marketing investments.

Lee Odden

The Difference Between Brandividuals & Influencers – Why You Need Both

2 Comments | Posted by Lee Odden on Mar 16th, 2015 in Influencer Marketing |

influencer brandividual

From creating advocacy programs to the content co-creation we specialize in at our agency, working with influencers presents a number of challenges, especially when it comes to effectively identifying, qualifying and recruiting.

In fact, according to a study by Augure, 61% of companies say finding “true” influencers is a top challenge.

Everyone is influential about something, but the ability to influence varies greatly across individuals, between different audiences and even at different moments in time.

Defining Influence. As Sam Fiorella, Co-Author of Influence Marketing says, “Influence is the swaying of beliefs, behaviors or actions.” Therefore, it stands to reason that identifying influencers must take into account their ability and willingness to affect action – not just achievement of high fan, friend and follower counts.

Lee Odden

BADASS Book Review: The Content Code by Mark Schaefer

One Comment | Posted by Lee Odden on Mar 12th, 2015 in Book Reviews, Content Marketing |

The Content Code

The Content Code: Six essential strategies to ignite your content, your marketing, and your business is the latest book from Mark Schaefer and like The Tao of Twitter and Social Media Explained, it’s a must read.

I’ve known and admired Mark for several years. He is a very generous person and that generosity extends to the knowledge he shares in the content and conversations he’s a part of.

Mark has a valuable ability to take the complexity out of marketing and draw attention to the things you really need to know – and in a way that just makes sense. Let’s face it: marketers are definitely living in an age of increased complexity and information overload. The sheer volume of content now being produced has no chance of being consumed, ala “Content Shock” and businesses are hard pressed to find ways to stand out.

Lee Odden

Interview: Daniel Pink on Winning with Authority, Influence and Inspiration #authority2015

One Comment | Posted by Lee Odden on Mar 10th, 2015 in Interviews, Marketing PR Conferences |

Daniel Pink Interview

Creating authority and winning at business are things Daniel Pink knows a lot about. As a TV show host and c0-producer, popular public speaker and bestselling author of 5 books including To Sell is Human, he’s the opening keynote at the Authority Rainmaker conference in Denver May 13-15.

As a preview to his presentation, Dan was kind enough to do an interview with us where he talks about building authority, motivation to achieve success, that one “most important skill”, his own influences and what he really thinks of Facebook, Twitter and social networks that are “too cool”.

You are widely considered to be an authority on many topics, such as sales, marketing and motivation. What do you think are the most important things you’ve done that have contributed to that perception?

Lee Odden

Content Marketing Bundle of Awesome – 12 eBooks for Better Content Performance in 2015

2 Comments | Posted by Lee Odden on Mar 9th, 2015 in Content Marketing |

Content Marketing Bundle of Awesome

The missing piece of the content marketing puzzle for most marketers is a documented strategy according to CMI/MarketingProfs research.

But the problem with most content marketing efforts isn’t just a documented strategy, it’s the lack of thinking strategically about content. The challenge of creating more, engaging content often blurs the importance of answering “why”, “for who” and “to what end”?

Solving the strategic thinking issue is essential for creating a strategy and one way to do that is to tap into industry thought leadership to identify trends, best practices and examples of what content marketing success looks like. Reconciling those observations and insights with your own marketing goals, target audience and expectations for content are the key to making your content marketing investments pay off.

Lee Odden

Interview: Sonia Simone of @Copyblogger Media #authority2015

Comments | Posted by Lee Odden on Mar 3rd, 2015 in Digital Marketing, Interviews, Marketing PR Conferences |

Sonia Simone Interview
I am very happy to post the first in our series of interviews with featured speakers at the upcoming Authority Rainmaker conference (May 13-15 in Denver) with none other than Sonia Simone of Copyblogger Media.

Sonia is the co-founder and Chief Content Officer at Copyblogger, where she writes about marketing, entrepreneurship, and how to create better relationships with customers. At the Authority Rainmaker conference, you’ll be able to see her presentation, “Dr. Evil’s Guide to Landing Page Design”.

In this interview, Sonia shares what authority means to her, examples of authoritative brands and advice for marketers and business owners on how to create their own authority.

As Chief Content Officer of Copyblogger Media you are clearly an authority on content and content strategy. Was that a conscious decision or is it a consequence of your professional interests and career?

Lee Odden

Content and SEO Beyond Marketing – Optimized Digital Communications

One Comment | Posted by Lee Odden on Mar 2nd, 2015 in Content Marketing, SEO |

optimized digital communications

Content is the reason search began in the first place.

In the days before Google, directories, lists and forums were the way to discover new content on the fast-growing world wide web.

During those early days, the web was as much about the experience of discovery, aka “surfing”, as it was about finding specific answers.

Answers to what? Many marketers would have you believe the only content that exists is the information created in support of buyers to discover, consume and transact.

But there’s far more to the web than demand generation and advertising. Content is created by companies to serve a variety of business functions from customer service to corporate social responsibility to talent acquisition.

Lee Odden

B2B Content Marketing and Optimizing the Full Cycle of Buyer Experience

One Comment | Posted by Lee Odden on Feb 26th, 2015 in B2B Marketing |

B2B Marketing Q and A

What is the biggest mistake B2B marketers make with content?

It’s all about us (the brand). One of the most common and significant mistakes B2B marketers make with content is to create information and media that doesn’t solve a customer information problem. Additionally, content that is presented out of context and unoptimized for customer experience can result in very poor performance.

The reason for this mistake? A brand or marketer’s ego-centric view of the world. Whether it’s writing branded content to editorialize self-promotion or sticking only to topics meant to inspire end of funnel conversions, simply creating more content isn’t the answer. And yet over 90% of B2B marketers are doing exactly that.

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