Lee Odden

About Lee Odden

@LeeOdden is the CEO of TopRank Online 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

B2B Mobile Marketing for Demand Generation? Yes! Examples and Quick Tips

Lee Odden on Jul 29th, 2015     B2B Marketing, Mobile

B2B Mobile MarketingWhen you think of mobile marketing, visions of searches for store hours, maps and getting tips from Facebook friends about good restaurants probably come to mind – all consumer focused. But what about B2B marketing and mobile?

Why mobile marketing for B2B demand generation:
In many countries, including the U.S., more Google searches take place on mobile devices than on computers. (Google). That means B2B demand gen content must be mobile friendly.  Also, 52% of B2B customers are using smartphones to research products for their businesses. (Forrester) so the demand is certainly there.

So which B2B companies using mobile marketing can we learn from?

Here are a few examples:

Fedex Access Mobile Magazine
ACCESS is a FedEx Corp publication available for mobile consumption through iPad, Kindle Fire and Android devices. The ACCESS mobile magazine app offers interactive features designed specifically for tablets and Android smartphones, including videos and dynamic slideshows.

Lee Odden

Why Content Marketing is Imperative for the Future of Public Relations

Lee Odden on Jul 27th, 2015     Content Marketing, Public Relations

Content Marketing Public Relations

Whether you’re considering media relations, brand journalism or managing corporate communications, content has always played an essential part of effective Public Relations.

However, PR pros that don’t accelerate their ability to develop content strategy, development and measurement quickly and effectively are being left behind as the future of digital PR evolves. This is a topic I’ve advocated for the past 3 years, starting out as a warning and now a reality.

Major changes in the digital marketing and PR world have revealed how social technologies, devices and ubiquitous internet access have opened the doors for all-the-time, “everywhere” connectivity to the web.

That connectivity enables consumers and brands alike to:  Create, Consume, Publish, Interact and Transact anywhere, anytime. From tablets to smartphones to getting digital content via your car, the relationship between technology and people has had a major impact on how information is discovered, consumed and shared or acted upon.

Lee Odden

Updated! A Master List of Social Media Marketing Management Tools

Lee Odden on Jul 15th, 2015     Social Media

Social Media Marketing Management Tools

Tools make reaching social media marketing goals possible. Whether you’re a soloprenuer or a multinational enterprise, it’s nearly impossible to manage a social media marketing program without using 3rd party tools.

During your journey through the 3D chess of social media tool options, you’ll have many decisions to make: Which tool should you start with? Should you use specialized or multi-purpose tools? What features distinguish basic from intermediate to advanced and when should you upgrade?

With the help of Emeric Ernoult (CEO of AgoraPulse, which is included in the list), we’ve updated our list of social media marketing management tools to help lead you in the direction of answering those questions. The list below contains information on 22 of the best social media marketing management tools, platforms and services to help manage and scale your online marketing efforts on the social web.

Lee Odden

The Key to a Successful Digital Marketing Agency and Client Relationship

Lee Odden on Jul 13th, 2015     Digital Marketing, Marketing & PR Industry

digital marketing agency client success

Digital Marketing success is more dynamic than ever and companies embracing everything from content marketing to predictive analytics seek outside help for strategy, implementation and consulting. However, it takes a lot more than savvy sales pitches, charismatic account management and smart creative to make a client and agency relationship work.

We’ve been in the thick of the digital marketing world at TopRank Online Marketing for nearly 14 years and I’m happy to say our biggest growth so far in 2015 has come from client retention and program expansion. Thanks to an incredibly talented team, we’ve delivered great results for clients and have weathered numerous changes in the industry and within client organizations.

There are no shortcuts to great client agency relationships though and at BMA15 I attended a presentation offering some really useful advice:

Lee Odden

Joe Pulizzi (The Godfather) Discusses the Content Marketing Revolution #CMWorld

Lee Odden on Jun 24th, 2015     Online Marketing

Joe-Pulizzi---interview-header-

Without anyone accusing me of exaggerating, I can safely say that Joe Pulizzi is a bona fide content marketing visionary. Joe started using the term “content marketing” in 2001, long before the rest of the industry caught on to its potential. In the past decade and a half, Joe has firmly established his thought leadership in the field, earning the nickname “The Godfather of Content Marketing.”

In 2007, Joe founded the Content Marketing Institute (CMI), which has grown into a vital resource for thousands of marketers worldwide. In addition to building a massive hub of marketing resources, classes, and training programs, CMI produces Content Marketing World, the world’s largest content marketing event.

Lee Odden

Blockbuster Content Marketing Success: Xerox Marketing VP Jeannine Rossignol #CMWorld

Lee Odden on Jun 23rd, 2015     Content Marketing, Content Marketing World, Interviews

JRossignol---interview-header-

Everything is bigger on the silver screen: hopes and dreams, heroes and villains, successes and failures. Simple human drama can become mythical when projected onto a giant movie screen. We go to the movies to laugh, cry, and gasp along with our fellow moviegoers, all of us sitting in the dark together sharing the experience. It’s a powerful example of how great content can create an experience that not only informs, but makes you feel. Creating those experiences is a whole crew of specialists, actors, director and producers, each playing their part.

Similarly, every successful content marketing program has a team of people working behind the scenes to create quality content that connects with customers. One trailblazing example of a marketing leader creating great content experiences is Jeannine Rossignol, VP of Marketing for Large Enterprise Organizations at Xerox.

Lee Odden

How to Create Oscar-Worthy Content Marketing: Ann Handley of MarketingProfs #CMWorld

Lee Odden on Jun 17th, 2015     Content Marketing, Content Marketing World, Interviews

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My pal Ann Handley has made it her life’s work to, in her words, “wage war on mediocrity in content.” Her best-selling book, Everybody Writes, is a practical guide to writing the kind of content that truly engages an audience.

As the Chief Content Officer of MarketingProfs (the world’s first Chief Content Officer, in fact), Ann advocates quality over quantity in all of her content ventures. She also spreads the gospel of good content at speaking engagements around the world, including the upcoming Content Marketing World conference September 8-11 in Cleveland.

To get a sneak preview of Ann’s Content Marketing World presentation, Good Content Vs. Good Enough Content: A Fight For Sore Eyes, I did my best to catch up with her during some pretty crazy travels. Along the way, she shared her journey on learning to write compelling content, the role of technology in content marketing, and the death of the marketing funnel.

Lee Odden

Learn How to Land Your Content a Leading Role: Jay Acunzo of NextView Ventures #CMWorld

Lee Odden on Jun 16th, 2015     Content Marketing, Content Marketing World, Interviews

JAcunzo---interview-header-

A talented movie director makes sure that actors give an authentic performance that will emotionally affect the intended audience. A good content marketing strategist has the same goal: authenticity that creates audience engagement. And just like a movie director, content marketers are expected to deliver on time, under budget, and follow up each hit with a fresh blockbuster.

Jay Acunzo, VP of Platform & Content at NextView Ventures, has built his career on getting star-making performances out of content. He began as a Digital Media Strategist at Google and has spent time managing content for Dailybreak Media and HubSpot. In his position at NextView, Jay helps startup entrepreneurs with education and business development including content marketing strategies that addresses tech startups’ unique marketing challenges.

Lee Odden

Where Social Media and SEO Fit in Today’s Content Marketing Mix

Lee Odden on Jun 11th, 2015     Content Marketing, Integrated Marketing, SEO, Social Media

Search Social Content Marketing

Whether your role is in search, social media, marketing communications or PR, the importance of content marketing is unmistakable.

Brand content budgets and participation are up with the vast majority of B2C and B2B marketers now using content marketing. The industry is coming together on best practices and organizations are evolving their structures to include roles like Chief Content Officer and Brand Journalist.

While there is growing synergy between search, social media and content marketing, they don’t often function collaboratively in organizations. There are also some misconceptions about what content marketing really is.

This post will dig in to some of the realities of incorporating an integrated approach that leverages the best of search, social media and content marketing, while dispelling some of the myths that keep integrated efforts apart.

Lee Odden

Enterprise Content Marketing Strategy: Ready, Set, Action! Carlos Abler of 3M #CMWorld

Lee Odden on Jun 10th, 2015     Content Marketing, Content Marketing World, Online Marketing

CAbler---interview-header-V2

Long ago, I received the best business advice for accelerating performance: Find the smartest people in the industry and learn from them.

Whether you’re a budding director with dreams of the big screen or the director of marketing charged with scaling content across the enterprise, finding the right people to learn from is essential. When it comes to content marketing, you really can’t go wrong with Carlos Abler from 3M.

Carlos is the Leader of Content Marketing and Strategy: Global eTransformation at 3M where he developed the Enterprise Content Strategy and Marketing Acceleration program. You may have heard him interviewed for the Content Marketing Institute’s Pivot Podcast or seen him present at a number of content marketing conferences. In September, Carlos will be presenting at the 2015 Content Marketing World.

Lee Odden

Interview: Content Strategy Words of Wisdom from Kristina Halvorson #CMWorld

Lee Odden on Jun 9th, 2015     Content Marketing, Content Marketing World, Interviews

KH---interview-header-V2

When it comes to content strategy for the web, Kristina Halvorson wrote the book. Literally. Now in its second edition, Content Strategy for the Web is widely recognized as the go-to resource for content strategists all over the world. Kristina is also the CEO and Founder of Brain Traffic, and the founder of the Confab conference series.

We sat down with Kristina in advance of her upcoming keynote presentation at Content Marketing World (September 8-11) for her no-nonsense, no-holds-barred-or-prisoners-taken opinion on the current state of content marketing. Read on for her thoughts on challenges content marketers face, how to really listen to customers, and why a sensible marketing approach is better than a sexy one.

When you first founded Brain Traffic, were you planning on becoming a content strategist?

Lee Odden

The Evolution of Public Relations Through Content Marketing

Lee Odden on Jun 3rd, 2015     Content Marketing, Public Relations

Content Marketing PR

Brands are answering the call to create more value for customers and their community by publishing their own news and editorial content.  As companies adopt a publisher model of content and media creation, many are surpassing the reach and influence of traditional publications in their industry.

Some great examples of popular content hubs include Intel IQ, Target’s Bulls Eye View, Adobe’s CMO.com and Dell’s Power More (client).

Dell Power More

Dell’s Power More Content Hub

I think everyone watching these trends can agree that the PR industry has been in a state of flux over the past few years. Over 17,000 newsroom jobs have been lost since 2007 and if you’re a journalist, that can be a scary statistic. In fact, if you’re in media relations, it can be concerning too, because with fewer journalists, the competition for stories is even higher.