Lee Odden

Lee Odden

If You Want Your Content Marketing to be Great, Ask Influencers to Participate

Lee Odden on May 27th, 2015     Content Marketing, Influencer Marketing

participation marketing with influencers

With ubiquitous internet connectivity and billions of people empowered to create and publish online, digital marketing competition is greater than ever. Companies are increasingly challenged to create quality content that can stand out to attract and engage new customers.

How can businesses grow their reach and improve content quality in such a market?

Through participation marketing with industry influencers.

Over the past year, the expression “influencer marketing” has exploded in popularity and many marketing communications professionals are continuing to see influencers in the light of “celebrity endorsements”.

There’s more to influencer marketing than advocacy.

But there’s more to influencer marketing than advocacy and all influencers are not created equal. With participation marketing, companies can take a view of working with influencers of different types to produce a variety of benefits – all through content.

Lee Odden

B2B Marketing Roundup: Resources, Trends and Case Studies to Prep for #BMA15

Lee Odden on May 25th, 2015     B2B Marketing, Online Marketing

BMA Speakers

For nearly 900 B2B marketers, this week will bring a cornucopia of ideas, insights and networking opportunities to the BMA National conference in Chicago. There’s a lot going on in the B2B marketing space from the increase in humanization of business marketing content to the application of big data, the impact of video, mobile and ecommerce.

The need to innovate isn’t owned by B2B marketers of course – CMOs are looking hard at differentiating their marketing and digital marketers are always looking ahead to see what marketing trends are worth exploring, experimenting with and adopting.

Making sense of it all takes time, so as part of my prep for the event, I’ve curated a nice mix of helpful resources, thoughts about future B2B marketing trends and even some case studies.

Lee Odden

The Art of Repurposing Content – 5 Creative Tips for Content Marketers

Lee Odden on May 13th, 2015     Content Marketing

Painting by Boyan Dimitrov via Shutterstock

Many companies chasing the “brand publisher” approach to content are running out of steam and troubled by their inability to tie content to marketing ROI.

The most recent B2B content marketing study from from CMI and MarketingProfs shows the biggest challenge with content marketing is measurement (51%) followed by not being able to produce engaging (50%), consistent (44%), or a variety of content (40%).

At the same time, there are numerous B2B content marketing case studies here, here and here of companies succeeding with content marketing programs.

But let’s face it: Even with many success stories (including ours and those of our clients) B2C and B2B Content Marketers alike are challenged. Creating a variety of engaging content on a consistent basis is the bane of many marketing managers world-wide.

Lee Odden

2015 Enterprise B2B Content Marketing Report: More Isn’t Better

Lee Odden on Apr 27th, 2015     B2B Marketing, Content Marketing

enterprise b2b content marketing overload

Companies in the B2B space from IBM to HubSpot have been actively and effectively engaging prospects with longer sales cycle content for years. Like many competitive environments, a lot of emphasis for marketers has been about creating “more” content. More blog posts, videos, infographics, social messages, emails, and so on.

But here’s the thing about “more content” when it comes to enterprise-sized organizations. There’s a nearly unmanageable degree of added complexity when you start involving a matrix of customer segments and buying journeys across different product offerings, company divisions and geographies.  How are large, enterprise B2B marketers responding to this challenge? There’s a new report that sheds (some) light on that.

Lee Odden

eBook: Winning with Authority Rainmaker – Integrated Content, Search & Social Media

Henry Rollins Authority Rainmaker eBook

When faced with the seemingly insurmountable odds of information overload, 63GB per person per day in the USA, how can brands, let alone enterprising individuals stand out?

Be the best answer wherever customers are looking.

And how do you do that?

By creating authority across channels and media from search to social to wherever content can be discovered, consumed or acted on.

To provide you with a clear roadmap on creating authority through integrated marketing, our latest conference eBook project launches today for Copyblogger’s Authority Rainmaker conference.

Featuring top experts including: Dan Pink, Ann Handley, Danny Sullivan, Sally Hogshead, Joe Pulizzi, Sonia Simone and many more, this eBook is both inspirational and tactically insightful. Both the eBook and the conference are organized by 4 key areas necessary for integrated online marketing success: Design, Content, Traffic, Conversion.

Lee Odden

An Authoritative Interview with Podcast Master Jerod Morris, VP of Rainmaker.FM

Lee Odden on Apr 16th, 2015     Interviews, Marketing PR Conferences

Jerod Morris Interview

Who is Jerod Morris?  I think that’s an important question and one deserving of a public answer because if you’re in the online marketing and especially, the podcasting world, you need to know Jerod.

So let’s get started. Jerod (@JerodMorris) is part of a small team that plans, produces, and markets the content for Rainmaker.FM, Copyblogger’s digital marketing podcast network. He hosts two shows on the network: The Lede and The Showrunner and also develops new shows. Jerod speaks regularly at industry conferences and produces Rainmaker Platform webinars. Simply put, Jerod is an Authority on podcasting and Rainmaker for Copyblogger Media.

As part of our ongoing series for the Authority Rainmaker conference, check out this interview where Jerod provides a view into his start and success with podcasting including tips, examples and some insights into the top talent at Copyblogger Media.

Lee Odden

Four Ways CMOs Can Differentiate & Optimize Their Content Marketing Strategy

Lee Odden on Apr 15th, 2015     Content Marketing, Online Marketing

CMO content marketing

Content isn’t King, it’s the Kingdom

Taking inventory of the content we’ve produced over the past 10+ years, I realized we’ve collectively written 1.6 million words on this blog. There’s also numerous guides, articles, social messages and emails as well as a book and numerous contributions to industry publications.

Looking to the future of our own content marketing strategy and the need for more visually creative, data-informed and cross platform content that’s highly specialized for our audience, it’s clear that simply creating “more” content isn’t the answer.

I’m not alone in that assessment after having the opportunity to discuss pressing content marketing challenges with a group of CMOs and senior marketing executives recently. Thinking about some of these key issues, I think there are 3 key trends in the content marketing world to be aware of:

Lee Odden

Content vs. Advertising – Is There Really A Debate?

Lee Odden on Apr 13th, 2015     Content Marketing

content marketing advertising

Recording last night’s BeanCast, Altruism or Consumerism, hosted by the talented Bob Knorpp brought up the topic of Content Marketing and whether paid placement of content is just advertising – among many other topics from Dove to Amazon Dash.

This content vs. ad question was inspired by commentary from Mitch Joel in his post, Your Content Is Kidding No One where he states, “if you have to pay to have it placed, it’s not content. It’s an ad.”

While I agree with what Mitch says in the post in terms of brands failing to create engaging, share-worthy and conversation-starting content, I’m not on board with the pay to play statement.

Lee Odden

A Dangerous Threat to Your Small Business: Mediocrity.

Lee Odden on Apr 9th, 2015     Online Marketing, Small Business

Einstein

I think it’s safe to say that no one starts a new venture or a business simply to be average. There’s a drive, a passion and a vision of possibilities. There’s also confidence that great things can be achieved.

People who start new companies often risk a great deal with substantial investments in time and money to make their ideas a reality. Having some skin in the game also drives many entrepreneurs to succeed because it’s all they have.

Seasoned employees who join a small business also take some risks. But at the same time, they can have a substantial impact on the company through the investment of their experience and skills.

But what if you don’t have that kind of risk or investment at stake? What motivation is there to rise above the minimum?

Lee Odden

Content Marketing Tools A to Z That You Can Use in 2015 and Beyond

Lee Odden on Apr 8th, 2015     Content Marketing

content marketing tools 2015

Tools are only as effective as the skills of the person using them.

In a world of digital marketing that’s 24/7 with ubiquitous connectivity from anywhere, anytime, marketers’ need for tools is greater than ever. Content Marketing in particular offers a competitive landscape where the effectiveness and efficiency offered by the right mix of tools can make the difference between feast or famine.

There are many categories for content marketing tools since content and consumer pursuit of information are the backbone of the web experience. Here are some of the content marketing tool categories that come to mind (not too different than a high level list of marketing tools actually).

  • Content Planning
  • Content Research
  • Content Creation
  • Content Curation
  • Content Distribution
  • Content Promotion
Lee Odden

Not Happy With Your Business Blog Performance? Try These 5 Tips:

Lee Odden on Apr 6th, 2015     Blogging, Content Marketing

business blogging tips

For many companies, blogging is akin to content marketing. Of course there are many other content marketing tactics besides blogging, but because of the ease of publishing, promotion and optimization, it’s one of the more popular ways to connect with customers through content.

And yet there are challenges for many of the businesses that rely on blogging as an essential part of their content marketing mix. If you’re not happy with the performance of your business blog, here are 5 basic, yet often overlooked steps for making your blogging more effective.

1. Revisit Your Blogging Goals

Of course you’ve set goals for your blog. But how long ago was that? When was the last time you revisited those goals?

Lee Odden

5 Steps to Personalize Repurposed Content for Your Target Audience

Lee Odden on Mar 24th, 2015     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