Anne Leuman

Anne Leuman

How to Select the Right Type of Video for Your B2B Marketing Goals

Anne Leuman on Jun 6th, 2018     B2B Marketing, Content Marketing, Video

Types of B2B Video & When to Use Them

Mugatu is onto something …

Video Marketing is So Hot Meme

According Content Marketing Institute’s 2018 B2B Content Marketing Report, 72% of B2B marketers use pre-produced video content, 17% use video live-streams, and 4% create documentaries or short films. Combined, this makes video one of the hottest types of content among B2B marketers.

And it’s not without results, either. Video marketing boasts some impressive stats, including:

  • Marketers who use video grow revenue 49% faster than non-video users. – Aberdeen Group
  • Video drives a 157% increase in organic traffic from SERPs. – Brightcove
  • Embedding videos in landing pages can increase conversion rates by 80%. – Eyeview Digital
  • Social video generates 1,200% more shares than text and images combined – Brightcove
Anne Leuman

How to Inform Your Content Strategy Using SEO Insights

Anne Leuman on May 30th, 2018     B2B Marketing, Content Marketing

SEO Data Insights for Content Strategy

Marketers know that quality content and smart SEO are essential for driving toward their marketing goals, but that doesn’t mean success is easy to come by. With 53% of B2B marketers reporting their content marketing is only moderately successful, and another 23% reporting it as not at all or minimally successful, it appears that the majority of B2B marketers are struggling to see noteworthy results.

So, how can marketers improve their content marketing and achieve success?

The answer is in the data. More specifically, it’s in the insights you can glean from your data, especially SEO-related data.

Every marketer has access to this data. And it’s time to take that data, analyze it, and use it to inform your content strategy to create customized, relevant, and insightful content that is more valuable to your target audience. But knowing where to start on your data-informed and insight-driven content marketing journey isn’t always clear.  

Anne Leuman

5 Reasons Why B2B Content Marketing Works & 5 Reasons It Doesn’t

Anne Leuman on May 9th, 2018     B2B Marketing, Content Marketing

Why Content Marketing Works & Why It Doesn't

It’s no secret that content marketing is a widely adopted tactic. In fact, over 90% of B2B Marketers say they’re using it to reach their larger business goals, according to the Content Marketing Institute’s 2018 B2B Content Marketing Report. However, just 24% of B2B marketers rate their content marketing as extremely or very successful.

Why is content marketing working extremely well for some marketers, but not for others? What makes content marketing so effective, and what holds (your content marketing efforts) back?

Well, let’s talk all about it. Content is at the center of everything we do here at TopRank Marketing. And below we dive into some of the key reasons why content marketing efforts succeed or fall short. Hopefully, this insight can help you level up your own content marketing strategy in a way that amplifies your results.

Anne Leuman

Camera Shy: 7 Tips for First-Time Video Marketers

Anne Leuman on Apr 30th, 2018     Content Marketing, Video, Visual Marketing

Video Marketing Tips for First-Timers

Video isn’t for the faint of heart. You need to feel confident enough to put yourself, and your brand, out there. But it’s a medium that a lot of marketers are exploring as it holds a lot of potential.

In fact, Cisco’s Visual Networking Index predicts that 82% of all internet traffic will be video by 2021. Video is a main source of content consumption, including everything from the news to YouTube tutorials. And as marketers looking to demonstrate thought leadership and credibility, video presents a unique opportunity to get in front of and educate your target audience. However, 64% of marketers agree that video is the hardest type of content to produce, turning many people away from embracing video.  

Anne Leuman

What Content Marketers Can Learn From an Adept Dungeon Master

Anne Leuman on Apr 18th, 2018     B2B Marketing, Content Marketing

Content Marketing Lessons from Dungeons & Dragons

It’s probably not news to you that 91% of B2B brands use content marketing to attract, engage, nurture, and convert their audience. However, it might be surprising to learn that only 9% of those brands rate their content marketing as “sophisticated.” Sophisticated meaning that their content marketing is successful, scales across the organization, and provides accurate measurement to the business. This puts a lot of pressure on content marketers to elevate their game and provide more worthwhile and valuable content experiences.

Patrick PinedaAs an adept Dungeon Master (DM) of Dungeons & Dragons (D&D) games, TopRank Marketing’s Motion Graphic Designer, Patrick Pineda, can relate.

Anne Leuman

SEO + Paid Search: An Aristotelian Lesson in Search Marketing Integration

Anne Leuman on Apr 2nd, 2018     Digital Advertising, Search Marketing, SEO

Paid and SEO Search Marketing Integration

The first search engine was created in 1990, over two millennia from when Aristotle, the famed Greek philosopher, walked the earth. Having never lived in a world that included a search engine, let alone paper, you might be wondering what advice Aristotle could possibly offer when it comes to search marketing, but one of his most famous quotes offers an invaluable lesson:

“The whole is greater than the sum of its parts.” 

Even in ~330 BC, Aristotle understood that combining two tactics together results in powerful outcomes that are greater than their individual parts.

Adopting this classic teaching to your modern paid search and SEO tactics, means getting more bang for your buck in search marketing. For starters, integrating paid and organic search has been found to increase conversions by 200%, according to Search Engine Watch. If you want to maximize your potential return on your search marketing efforts, they need to work together.

Anne Leuman

4 Integrated Content Marketing Insights From the Trenches of Online Dating

Anne Leuman on Mar 12th, 2018     Content Marketing, Digital Marketing

Left. Left. Left. Right. Left. No, this is not an army drill. These are the swiping habits I’ve picked up from my time online dating. Done in a split second, I can swipe faster than most people can snap their fingers. If you’ve ever dabbled with dating apps or online dating, you know that these snap judgements start to become second nature.

With the average human attention span lasting just 8.25 seconds, there’s something to be said about those snap judgements. As a marketing copywriter who’s working day in and day out to woo my audience with clever prose and charming insights, it’s my job to make a great first impression on my audience. If I fail, they’re going to move on to something (or someone) else. And I don’t want my audience dating around — I’m after that exclusive kind of relationship.

Anne Leuman

How to Prove the Value of Content Marketing to Your CMO in 3 Easy Steps

Anne Leuman on Jan 24th, 2018     Content Marketing

Content Marketing Value

“ROI” can be a blurry idea in the world of content marketing. With often hard-to-measure costs and returns, content marketing ROI or value isn’t always crystal clear. Dealing in metrics like pageviews, time-on-page, organic impressions, and others aren’t always directly translatable into business revenue, which — let’s face it — is what your bosses really care about.

Even though only 8% of content marketers consider themselves successful in tracking content marketing ROI, we all know that content marketing is incredibly valuable. As our CEO Lee Odden has said for a long time:

“Content is the reason search engines exist and it’s the cornerstone of what people share on the social web. A quantity of quality content that answers readers’ questions in a useful and entertaining way serves everything from demand generation to lead generation.”

Anne Leuman

7 Influencer Marketing Trends That Will Rule 2018

Anne Leuman on Jan 17th, 2018     Influencer Marketing

Influencer Marketing Trends 2018

While influencer marketing boomed in 2017, it’s been on the rise for a full decade. In fact, we first posted about it in 2008 after we attended a session at SES San Jose on social media analysis and tracking. Ten years later and influencer marketing has evolved from a rising trend into a proven marketing strategy, causing more and more B2C and B2B companies to start influencer programs of their own.

As influencer marketing has gained steam, it’s earned a more dedicated spot in the digital marketing mix and become more approachable in the eyes of marketers. As our own CEO Lee Odden, a longtime advocate for influencer marketing, regularly says:

Everyone is influential about something.”

Anne Leuman

How to Become a Better Data-Informed Content Marketer

Anne Leuman on Jan 10th, 2018     Content Marketing

Data-Informed Content Marketing Tips

As a 21st century marketer, you already know that data is an important player in the content marketing game. Data helps us understand who our audience is, what they care about, and how our content impacts their decisions. It helps us connect all the dots — and continue to find new dots as attitudes, needs, and preferences change.

But is your content marketing strategy taking advantage of all of the data you have at your disposal? Or is some data left on the cutting room floor?

As TopRank Marketing’s own Lee Odden recently wrote on the topic of data-informed content marketing:

“When it comes to content, creators are traditionally more art than science, and using data to guide editorial planning is still not an advanced skill for many companies.”

Anne Leuman

How 5 B2B Brands Are Using Snapchat and Instagram Stories

B2B brands are usually slow to jump on the latest social media craze train, and with good reason. Their audience might not even be on those social media networks. For example, Snapchat was originally full of teenagers and controversy — not a great place to grow brand awareness or share thought leadership. But my, oh my, how far we’ve come.

Today, networks like Snapchat, Instagram, Messenger, and other marketing channels are becoming new breeding grounds for B2B brands. But with frequent product updates introducing new features and advertising tools, brands are often left wondering what the best approach is.

Anne Leuman

4 Significant Marketing Channels You Should Adopt in 2018

Anne Leuman     Online Marketing

Regardless of whether you’re a B2B or B2C marketer, your audience is always on the move. With changing devices, interests, and behaviors it’s increasingly difficult to stay in front of your target audience. As the saying goes, ‘a moving target is harder to hit.’

To increase our chances of hitting our targets, we often weave several channels into our marketing strategy, putting our brand in front of more potential leads. However, in today’s digital landscape, it can feel like new platforms and social networks pop up daily leaving you to wonder if you need to change up your strategy.

Below, we gathered our top four emerging digital marketing channels to help you decide which channels are worth focusing on and stay top of mind with your target audience. Read on to learn how you can adopt them into your 2018 marketing plan.