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Author Archive: Lee Odden


Lee Odden

Actionable Content Marketing – Interview with Heidi Cohen

3 Comments | Posted by Lee Odden on Sep 4th, 2014 in Content Marketing, Interviews |

Heidi Cohen

Whether you’ve been in the digital and content marketing game for just a few years, or since before the expression “content marketing” was popular, the tools exist for bright minds to create a brand and communicate their thought leadership. Powered with experience, great ideas and a passion for knowledge attainment and sharing, people like Heidi Cohen have walked the talk with content marketing by using content to advance their position in the digital marketing world.

As the President of Riverside Marketing Strategies and the Chief Content Officer of the Actionable Marketing Guide, Heidi Cohen‘s content marketing experience ranges from being a long time direct marketer for companies like The Economist, a columnist at ClickZ for many years, and past adjunct professor in the Masters in Integrated Marketing program at NYU. Based in New York City, Heidi publishes a very popular blog on all things marketing: Actionable Marketing Guide.

Lee Odden

Content and Influencer Marketing is A Powerful Way to Grow Your Business

9 Comments | Posted by Lee Odden on Sep 3rd, 2014 in Content Marketing, Influencer Marketing |

influencer content marketing

A never ending stream of high quality content simply isn’t sustainable for most organizations. But what if Marketers could tap into a rich source of content optimized for engagement, sharing and action?

This is the promise of co-created content and participation marketing. Not limited to influencers, participation marketing is to partner with others to create content that the community they are a part of would find useful. These co-creation partners might be existing customers, industry influentials, other connected businesses and individuals or even prospective customers.

A brandividual is popular. An influencer is effective at creating popularity.

While many see influencer marketing as a way to simply gain entry to an influencer’s network, there are many more dimensions to it than that. We’ve been experimenting with numerous influencer content projects over the past 3 years and have developed some exciting strategies and processes around influencer engagement and content co-creation.

Lee Odden

What’s Next in B2B Marketing? #MPB2B Interview with Scott Stratten @UnMarketing

4 Comments | Posted by Lee Odden on Sep 1st, 2014 in B2B, Interviews, Marketing PR Conferences |

Scott Stratten

Customer acquisition without marketing. Is that even possible in the business to business world? Not only is it possible, it’s what’s next.

If you’re a business to business (B2B) marketer, you’ve undoubtedly seen the “be human” and H2H meme. Funny thing is, humans have always been behind all those business product and service purchases. What’s not so funny are the continued fails in how B2B companies communicate, the experiences they create for business buyers and the unrealized marketing power of delivering awesome.

It’s time to shine a light on how B2B marketers can elevate their “human” approach to buyers and one of the best people to do that is Scott Stratten.

Lee Odden

Interview with Content Curation and Marketing Software Guru Pawan Deshpande of Curata

2 Comments | Posted by Lee Odden on Aug 28th, 2014 in Content Marketing, Interviews |

pawan deshpande interview

In the world of content marketing, curation plays an instrumental role for companies that want to become a single source destination for industry news and information related to their area of expertise. Interest in curation has grown significantly and to meet demand, a number of software companies have emerged.

Curata is one of the leaders in the content curation and content marketing software space, lead by Pawan Deshpande.

As the founder and CEO of Curata, Pawan is responsible for the company’s vision, management and advanced development initiatives. His work at Curata has been recognized through the 2010 Boston Business Journal’s 40 under 40 Award, and through the Massachusetts Technology Leadership Council’s 2012 Sales & Marketing Technology of the Year Award. Before founding Curata, he held software engineering positions at Microsoft, Google.

Lee Odden

Infographic: Achieve Real Content Marketing ROI – 10 Tips from CMI, Dell, Kraft Foods, Curata, NewsCred

One Comment | Posted by Lee Odden on Aug 27th, 2014 in Content Marketing, Content Marketing World |

Content Marketing ROI

Understand Why Before ROI with Content Marketing

The rush towards the content marketing bandwagon can seem as chaotic and nonsensical as most of the adventures of Alice in Wonderland. There are Cheshire Cats offering ambiguous advice and Red Queen business managers demanding results now or, “off with their heads!”

There is no satisfaction from investing in creating more content if the purpose (or porpoise) is not clear. This is why “the why” of content marketing is so important.  Joe Pulizzi makes this quite clear with his recommendations in the Content Marketing ROI eBook:

To see if you’re on the right path, use the Why? Exercise:

Lee Odden

Integrating Search, Social Media and Email Marketing – @Shoutlet Webinar Recap

Comments | Posted by Lee Odden on Aug 26th, 2014 in Integrated Marketing |

Silos Are For Farms, Not Marketing

It’s a good thing we had a team of marketing “silo busters” present for a recent webinar hosted by Shoutlet.  Not only did this triple threat of marketers help break down the barriers between SEO, social media marketing, content marketing and email marketing, but we shined a spotlight on how to integrate.

Why is integration between search, social and email important?

Simple, it works.

It works for customers and what works for customers, works for reaching your marketing goals.

The most basic of marketers have some understanding of how their customers discover information on the web. They know their buyers’ preferences for content types and topics. Most marketers also have an idea of what offers will compel those customers to take action.  When you map that customer journey out, it is inevitable in nearly ALL cases that search, social and email play a role in bringing the customer through the buying cycle.

Lee Odden

How to Show Real ROI for Your Content Marketing eBook

2 Comments | Posted by Lee Odden on Aug 25th, 2014 in Content Marketing, Content Marketing World |

Content Marketing ROI

We must hold ourselves accountable to higher level KPIs so we can stop fighting for our discipline and start fighting for more budget. Julie Fleischer @jfly

The most elusive of white rabbits in the content marketing world seems to be the question of how to best measure ROI. According to a study by CMI and MarketingProfs, over 50% of marketers are investing more budget in content marketing and the most effective marketers spend more than double than the least effective marketers. While budgets are moving in the right direction, measuring ROI still has some progress to make. According to HubSpot’s State of Inbound Marketing study, less than 50% of marketers can confirm content marketing’s positive ROI.

Lee Odden

Lessons on Marketing Strategy and Content Marketing ROI – Michael Brenner Interview

3 Comments | Posted by Lee Odden on Aug 21st, 2014 in Content Marketing, Content Marketing World, Interviews |

Michael Brenner interview

One of the key players and innovators in the world of content marketing is Michael Brenner. During his time at SAP as Vice President of Marketing & Content Strategy and the Managing Editor for the SAP Business Innovation site, Michael also co-created one of the most popular B2B marketing websites, Business to Community.

Today, you’ll find him working as Head of Strategy at NewsCred as well as writing for his B2B Marketing Insider blog. We’ve covered Michael’s B2B marketing presentations in the past and it was great to catch up with him for this interview.

In the lead up to Content Marketing World, our discussion with Michael touches on some of the key questions marketers are trying to tackle, from developing a strategy to growing an audience to the importance of measuring content marketing performance. Michael also shares a business lesson from one of his favorite childhood stories.

Lee Odden

Infographic: Create Better Visual Content – 10 Tips from EMC, Cisco, LinkedIn, Microsoft, Tumblr

Comments | Posted by Lee Odden on Aug 20th, 2014 in Content Marketing, Content Marketing World |

Visual Content Marketing Infographic

“And what is the use of a book,” thought Alice, “without pictures or conversation?”  Alice in Wonderland

Tell me something. When you look at your email inbox, feed reader or favorite social network, are you underwhelmed with information?

I didn’t think so.

It’s funny to think that way back when, you could get up and grab a cup of coffee while your email downloaded though a dial up connection. Today, it’s all information overload wherever you go: laptop, tablet or smartphone. The Cheshire Cat would probably like being able to blend in with all that information noise but we have businesses to run and customers to attract!

That’s why visual content is so important. Content with images gets noticed, is more interesting and people engage with visual content more. But how?

Lee Odden

Audience and Oysters – Ann Handley on the Power of Growing Your Audience for Content Marketing

4 Comments | Posted by Lee Odden on Aug 19th, 2014 in Content Marketing, Guest Posts |

Audience Oysters

It is with great pleasure that I share today’s post with you from a fellow fan of Instagram that I respect and admire a great deal.

Ann Handley is a long time friend who is not only smart, funny and a great keynote speaker, but she is also the Chief Content Officer at MarketingProfs. An amazing writer, Ann is the best-selling co-author of Content Rules and the author of a new book that I highly recommend: Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content (due out Sept 15).

On top of all that, Ann is a regular contributor to many of the conference eBooks we produce and has had us create one for MarketingProfs in the past. I’m excited to say we’ll be creating one for the MarketingProfs B2B Forum this year as well, covering “What’s Next” in B2B marketing.

Lee Odden

Visual Content Marketing Strategy eBook

Comments | Posted by Lee Odden on Aug 18th, 2014 in Content Marketing, Content Marketing World |

Visual Content Marketing eBook

If a picture is worth a thousand words, visual content marketing must be worth millions.

As companies mature in their use of content marketing from simply creating “more” content for SEO purposes to creating really useful content designed to reach specific customer segments to influence business outcomes, the importance of content differentiation becomes paramount.

According to the Content Marketing Institute and MarketingProfs’ annual studies, over 90% of B2B and B2C marketers are using content marketing. That’s a tremendous amount of competition and to stand out, successful marketers are elevating their content quality and use of visual elements.

In my opinion, it’s not enough to inform. Content needs to make us feel. Providing buyers with useful and entertaining content that leverages enaging images, video and interactive features creates an infotaining experience that stands head and shoulders above other marketers.

Lee Odden

A Practical Approach to Content Marketing Success – Interview with Mark Schaefer

3 Comments | Posted by Lee Odden on Aug 14th, 2014 in Content Marketing, Content Marketing World, Interviews |

Mark Schaefer interview

Today’s interview is with a guy that I’ve known for several years that brings a practical perspective to the often distracting world of digital marketing. He’s written the world’s #1 best selling book on Twitter, The Tao of Twitter, as well as several other books including Return on Influence. He publishes one of the most popular marketing blogs online, runs a successful consulting business and speaks all over the world on social media and content marketing.

On top of all that he has received seven patents for new product innovations. Who is this marvel of modern marketing?  He’s Mark Schaefer  of course.

In this interview with Mark as part of our series for Content Marketing World, we’ll find out his take on the importance of strategy with content marketing, the role of audience development, visual content and measuring ROI. We’ll also get a lesson in business from one of his favorite childhood stories.

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