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Author Archive: Nick Ehrenberg


Nick Ehrenberg

How to Make B2B Marketing Stories Bigger With Social Media Microcontent

4 Comments | Posted by Nick Ehrenberg on Sep 17th, 2014 in B2B, Content Marketing |

storytelling in b2b marketing

Storytelling is a fundamentally human experience. We love to tell stories, ranging from whimsical fantasy to tense political thrillers. Some psychologists believe storytelling is actually necessary for human survival — we are hard-wired to respond to compelling narratives.

Storytelling is frequently cited as a best practice for content marketers, but what happens when your publishing space is limited? B2B social media marketers only have enough space for 1-2 sentences per post, so how can they tell a story with such little space?

When it comes to effective B2B social storytelling, it’s not about shrinking the story to fit within character limits. Rather, it’s about using social tools to make the story bigger. Here’s how you can make your story bigger on social networks:

Visualize the message

social media marketing, star wars, cisco

Nick Ehrenberg

Welcome to the Funnel, We Have Leads & Names – Jason Miller of LinkedIn at MnSummit

Comments | Posted by Nick Ehrenberg on Jul 1st, 2014 in Content Marketing, Digital Marketing, Marketing PR Conferences, Online Marketing |
GnR Jason Miller MnSummit

Photo credit: Jason Miller

If there is anyone that can leverage a rock and roll metaphor for content marketing, it’s Jason Miller @JasonMillerCA, Senior Manager, Content Marketing at LinkedIn (LinkedIn is a TopRank client).

And at the first ever Minnesota Search Marketing Association Summit, he did not disappoint.

Content marketing can often seem like a never ending sea of songs, and only the best tunes emerge as a hit. To separate the harmony from the noise, companies need to start with a content strategy that begins at the top of the funnel. With high-level and in-demand concepts, marketers can attract customers in droves, like fans to GnR show. Attracting attention and creating demand at the top of the funnel will keep your content tour rich with new fans. But how?

Nick Ehrenberg

Beyond Newsjacking: Pop Culture in Content Marketing with Movies, TV and Memes

One Comment | Posted by Nick Ehrenberg on Apr 10th, 2014 in Content Marketing, Online Marketing, Social Media |

Content Marketing, Real-Time Marketing

The expression “newsjacking” has been popularized by David Meerman Scott and the available material on the topic is near limitless from case studies of Oreo’s Dunk in the Dark Twitter ad to missed opportunities by Poland Spring.

Related to newsjacking is the practice of leveraging popular culture references in brand messaging. Movies, music, memes and more can be deftly integrated into your social media and content marketing programs to provide an entertaining context to otherwise boring business information. Beyond attaching to something that’s popular on TV, the best applications of popular culture references find creative ways to make a connection back to the brand’s products or services.

Nick Ehrenberg

The Hashtag Test: Best and Worst Practices for Social Media Marketers

12 Comments | Posted by Nick Ehrenberg on Apr 8th, 2014 in Online Marketing, Social Media |

Hashtags

Hashtags are wonderful social media marketing tools. They can highlight trends, tie campaigns to chosen keywords, and isolate conversations. The allure of the hashtag is strong, especially for brands that desire a customized platform for their content. Twitter (and, to a lesser extent, Facebook, Instagram and Google+) thrives on hashtags for everything from primetime TV shows to organic political movements.

However, like all good things in life, the hashtag should be used in moderation. The pound sign carries great power, but only if deployed responsibly. TechCrunch’s Jordan Crook bluntly referred to users who abuse the hashtag as “hash-holes.” Avoiding that label requires an understanding of where the hashtag is most beneficial in messaging – and where it should never be deployed.

Nick Ehrenberg

How to Make the Most of Vine’s 6 Seconds #NMX

One Comment | Posted by Nick Ehrenberg on Jan 9th, 2014 in Blogging, BlogWorld NMX, Content Marketing, Online Marketing |

Vine, social marketing, NMXDoes your business utilize Vine for micro-content creation? The nascent video social network may not seem like a business-friendly target for social marketing, but there are several opportunities for engagement and retention within it. We may be conditioned to use Instagram or YouTube to tell longer video stories, but Vine’s six-second limit forces marketers to truly be creative with their time.

What makes a good, business-centric Vine video? Spud Hilton, Martin Jones, Jon Skogmo, Josh Entman and Richard Spalding explained the key traits in an NMX panel session.

Emphasizing mobile social marketing first

Vine is inherently mobile – they may have recently added a Windows client, but its foundation stems from mobile devices. That itself presents a unique opportunity for brands. Spalding noted that content created on Vine is instantaneous, spontaneous, and quickly shareable. Add the connection with Twitter, and you have a large audience at the ready.

Nick Ehrenberg

How to Build Your Brand’s Voice Through Blogging #NMX

One Comment | Posted by Nick Ehrenberg on Jan 8th, 2014 in Blogging, BlogWorld NMX, Content Marketing, Online Marketing |

Branding, #NMX, content marketing, online marketingWhen you think of your brand’s online voice, what comes to mind? Perhaps it is embodied by the people running your social media accounts, or by the marketing professionals that craft content for your website. In any case, your online brand goes far beyond the logo – and it needs to be nurtured with a robust content marketing strategy.

Digital strategist Luvvie Ajayi used her NMX session to stress the importance of identifying and optimizing brand voice and reputation. Businesses that don’t tend to their online identities risk appearing isolated and disconnected from their audiences.

The process for building or repairing an organization’s online identity begins with an analysis of the current situation: How are people talking about your brand now?

Nick Ehrenberg

How to Get Thousands of Facebook Fans in 6 Months #NMX

10 Comments | Posted by Nick Ehrenberg on Jan 7th, 2014 in BlogWorld NMX, Online Marketing, Social Media |

Social Marketing, Andrea Vahl, NMXWhen I first wrote this headline, it almost sounded too good to be true. Sure, you can generate Facebook fans via random followings, scattered postings, and local word-of-mouth. Eventually, you’ll run out of steam – and your company page will run out of influence. There is a better way to handle social marketing on Facebook – and it can bring thousands of active people into your community.

Social media consultant Andrea Vahl presented such a plan at NMX, focusing on the harmonious relationship between content strategy and efficient Facebook page design. You won’t even need to raid the company budget much – Vahl emphasized that these tips are made for businesses with little room for additional social marketing funding.

Here are Vahl’s 5 easy steps to skyrocket your Facebook brand page:

Nick Ehrenberg

Unleash Your Inner Influencer with Content Marketing #NMX

3 Comments | Posted by Nick Ehrenberg on Jan 6th, 2014 in BlogWorld NMX, Content Marketing, Online Marketing |

Chris Ducker, Content Marketing, InfluencerEveryone wants to be valued for their insights, and today’s content marketing-fueled age presents multiple opportunities for people to become influencers. I covered how to crowdsource these influencers in an earlier post, but what if you wanted to become one yourself? What does it mean to be an influencer? How do you reach a point where people in your industry are clamoring for your perspective? Finally, how do you build your business from such influence?

It’s not as difficult as you think, and it all revolves around efficient content marketing and re-purposing. Serial entrepreneur Chris Ducker outlined the process in an NMX super session, charting the path for people to build their influence.

Ducker, author of The New Business Manifesto, presented a plan for entrepreneurs to build personal/brand influence with content marketing, eventually seeking to launch a business from that attention.

Nick Ehrenberg

How to Create a Mobile Content Marketing Strategy #NMX

2 Comments | Posted by Nick Ehrenberg on Jan 5th, 2014 in BlogWorld NMX, Content Marketing, Online Marketing |

mobile content strategy, Greg Hickman, #NMXWhen was the last time your checked your mobile device? Ten seconds ago? A minute? An hour? (Wow, you have strong willpower.) Whatever the case, you know that mobile is already a significant influence in our lives. For businesses, it’s fast becoming a necessity for content marketing: 57 percent of mobile users wouldn’t recommend a business with a poorly-designed mobile website.

However, creating an effective mobile content strategy involves more than repurposing desktop content to fit on a smaller screen. The magic formula, according to MobileMixed podcast host Greg Hickman, involves a restructuring of control between businesses and customers.

Nick Ehrenberg

5 Tips on Crowdsourcing Your Brand’s Influence #NMX

8 Comments | Posted by Nick Ehrenberg on Jan 4th, 2014 in BlogWorld NMX, Content Marketing, Online Marketing |

Content Marketing, Crowdsourcing, Dino DoganLeveraging your audience for blog post ideas is common practice in content marketing, and it can generate unique ideas from a customer-side perspective. But what does it take to use crowdsourcing as a tool for generating influence? Brands frequently target thought leaders to help amplify their content, but what is the best way to collect these resources?

Dino Dogan, founder of influencer marketing service Triberr, proclaimed a new age of crowdsourcing influence at his NMX content marketing super session. Dogan summarized his perspective with a simple question for brands: If your customers doesn’t know the brand, why would they trust its assessment of itself?

Nick Ehrenberg

How to Maintain Your Reputation During a Social Media Crisis

8 Comments | Posted by Nick Ehrenberg on Aug 28th, 2013 in Online Marketing, Reputation Management |

social media crisisIn our digitally-driven age, most companies will eventually encounter a social media-driven crisis. Perhaps an employee accidentally tweets an insensitive remark on the company account, or the business is suddenly caught in a whirlwind of negative commentary on Facebook. Whatever the case, you need to be prepared for any blowback that might occur – and it likely won’t be comforting.

Whether the crisis was instigated internally or externally, it’s important to develop a social media crisis plan before engaging with your communities.

Here are six tactics to help manage a social media crisis:

1. Establish Social Media Crisis Guidelines

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