From all of us at TopRank Online Marketing, we wish our community the Merriest Christmas, the Happiest Hanukah and the most wonderful Holiday Season!
Click the image below to see this year’s Holiday card:
There are many ways to express the notion of creating value for others before expecting something in return, but in the marketing world, such a perspective is contrary to the norm.
Many marketers still gravitate towards another expression, “What’s in it for me?”, that guides much of their approach to marketing with social networks. The image of a child stomping their feet in an entitled fit of frustration about not getting what they want for Christmas comes to mind.
Whether it’s pressure to revive falling sales or simply viewing social networks as another channel for pushing the brand agenda, the drive to monetize without creating mutual or long term value on social networks is an empty chase.
What’s around the corner for digital marketing in 2015?
Answers to that question seems to be in abundance as we close out 2014 and look for affirmations of plans for the coming year. From social media to mobile to big data and predictive analytics, there are preparations, pontifications and predictions being advocated everywhere you look.
I think more than a few marketing executives are wondering right now how much they should pursue “what’s next” vs. performance optimization of their existing marketing. Tentativeness is easy to understand since SEO has been “dead” and it’s been the year of mobile for the past 5 years.
Shifts in technology and changes in consumer behaviors are relevant areas of focus for both “what’s next” and for optimization of current marketing performance.
The opportunity to attract, engage and persuade buyers through useful content extends to markets on a global scale. But the same rules about content that work at home may not work abroad. Nor the processes and team structures that many content marketing departments are used to.
That’s why resources around content marketing from a global perspective are essential for international companies. Luckily, I know of just such a resource to point you in the right direction.
I first met Pam Didner when liveblogging one her presentations at Content Marketing World. She was at Intel and I had just given a presentation at Intel’s first internal Social Media conference.
Today we’re celebrating the 5th and final version of the 25 Women Who Rock Social Media – 2014 edition from TopRank Online Marketing.
Nearly 100 women have been recognized over the past 4 years and the feedback I’ve received has been amazing – just like the women featured on the lists. Publishing these posts has also introduced me to some incredible individuals that are accomplishing amazing things – creating impact and making a difference – through social networking and social media content.
This year nominations were invited from all past honorees. We used Traackr for some additional discovery and a lot of the sorting and filtering of nominations down to a much smaller group. After considering the nominating source, the nomination itself, social network reach and resonance, we narrowed the list down to this year’s group of 25 social media rockstars.
Content Marketing has dominated much of the conversation about marketing in the past 2 years and the popularity of influencer marketing is also on the rise. What could be better than a combination of both?
The intersection of influencer marketing and co-creation for content marketing is an area we’ve been testing and implementing thoroughly over the past 5 years. Not only have we implemented these campaigns for ourselves in partnership with marketing kingpins like MarketingProfs, Content Marketing Institute and Social Media Examiner, but also major brands like LinkedIn, Dell and McKesson.
But as the approach to content shifts from marketing departments to crowdsourcing, insourcing and community co-creation, I’ve noticed a sharp increase in sloppy or ineffective tactics like influencer outreach.
It’s that time of year again – time for a round up of our top social media marketing posts for the year.
2014 was full of social media marketing changes ranging from major news feed visibility drops on Facebook to the sputtering of Google+. While often cited as difficult to measure, marketers are increasingly optimistic about social media. According to a Duke University study, social media represents about 9% of marketing budgets and is expected to increase to 21% in the next 5 years.
Suffice it to say, marketing with social networks is a hot topic! Also, it’s no surprise that blog posts connected to our involvement with Social Media Marketing Examiner dominated this collection. Based almost entirely on overall popularity, these posts include coverage of the 2014 Social Media Marketing Industry report, liveblogging of the Social Media Marketing World conference and posts drawn from the SMMW14 conference eBook we created.
Much of today’s digital marketing consulting is about data: goals, KPIs and performance metrics. Processes and technology also play a big part, serving as a point of differentiation for many digital marketing agencies and consultants.
The consulting business can be a tricky one because not all business marketing problems are clearly defined and even fewer require simple cause and effect or linear solutions. There are almost always contextual differences between various stakeholders and multiple dependencies, outside forces and differing agendas to deal with as well. Sounds like a fun career, doesn’t it?
The fast pace and increasing complexity of the digital marketing consulting world requires more than functional expertise, best practices and the ability to analyze and optimize data. All too often, the soft skills of consulting are omitted or inconsistent causing misinterpretation, ineffective insight and unmet expectations.
Digital marketing tactics have changed over the years but one thing has not – Customers are in the driver’s seat when it comes to the insights marketers need to deliver relevant, meaningful and useful content at the right time and the right place.
To realize the benefits of customer insight requires an integrated approach – especially when it comes to content – discovery, consumption and interaction.
Moving from planning to practice, especially within a large organization with regional operations, business units, divisions and departments, processes are essential for adoption, quality and scale. Operationalizing the integration of content, social media and optimization is one of the essential workflows that marketing departments can implement. But what does that look like?
Content at scale is something many business leaders anticipate, but few know how to implement with any measure of quality.
As companies come to appreciate the role of content as an essential business function, there come a number of opportunities to lead the way towards developing a culture of content. Companies that evangelize and institutionalize the importance of content find success beyond marketing into multiple business areas from customer service to talent acquisition.
This is essentially the research supported point of view that Rebecca Lieb and Jessica Groopman of Altimeter Group have provided in a new best practices report: The Culture of Content.
In that list was a word cloud for this, TopRank’s Online Marketing Blog. Apparently the image has been pretty popular as seen in gratuitous duplication from a search on Google above.
Since the original post 6 years ago, the word cloud image has been generously repurposed by hundreds of websites – including Chief Marketer, Orbit Media Studios and even on our own site in 2009 and 2010.
Just check out this Google image SERP to see what I mean.
What’s funny is that I’ve noticed the image on other blog posts for years, but I’ve started to notice people using it as their avatar or background image on social media sites as well.
Today, everyone is a digital marketing expert online. Or so it seems.
The ease of publishing content on blogs, social media and even mainstream business publications has created a wave of marketing experts, each proclaiming their superhero-ness. As companies need expertise to make sense of planning and implementation of modern digital marketing programs, how can you tell which consultants are actually credible and trustworthy?
Whether you’re a new CMO, VP or Director of marketing at a company looking for consultants for help with strategy or vendors to help with implementation and software, it can be a real challenge finding the right partner – especially if pre-existing relationships don’t already exist.