Caitlin Burgess

Caitlin Burgess

6 Quick & Dirty SEO Research Tips for B2B Content Planning

Caitlin Burgess on Aug 21st, 2017     B2B Marketing, Content Marketing, SEO

When it comes to crafting compelling content that informs, engages and inspires action, seasoned B2B digital and content marketers know our content needs to captivate both humans and search engines to be effective. After all, 81% of B2B decision makers conduct research before reaching out to a vendor, so we know our content needs to meet them whenever and wherever they’re searching.

As a result, striking that “perfect balance” between SEO and user experience is a must—and that perfect balance is rooted in the content planning stage.

“SEO needs to be baked into the process early so that the optimization is as natural as possible,” Kevin Cotch, TopRank Marketing SEO analyst, says. “It can’t be treated as an afterthought. It’s not only more efficient to do your research up front, but it also enhances the content by helping you touch on the specific phrases your audience is using to search to solve their pain points or answer their questions.”

Caitlin Burgess

Behind the Marketing Curtain: An Interview With Comedian, Marketer Tim Washer

Caitlin Burgess on Aug 10th, 2017     Content Marketing, Video

As we marketers long to make meaningful connections with our audience, we often look deep into our figurative crystal balls in hopes of finding a way to lay an irresistible field of content that will trap their attention. Unfortunately, we can end up putting our audience to sleep—leaving the door open for more colorful characters to swoop in and carry them away.

So, how can we take to the sky and get our audience to surrender to our content? By crafting a  narrative that has empathy, humility and wit. And there’s certainly no better person to look to for inspiration than comedic treasure Tim Washer, Creative Director of Marketing for the Service Provider Division for Cisco.

Caitlin Burgess

New Report: 5 Statistics You Need to Know on How Content Influences Purchases

Caitlin Burgess on Aug 3rd, 2017     B2B Marketing, Content Marketing

These days there’s no question that great content is a foundational element of any marketing strategy—especially in B2B. In fact, according to Content Marketing Institute’s (CMI) 2017 benchmarking report, 89% of B2B marketers use content marketing to “attract and retain a clearly defined audience—and, ultimately, to drive profitable customer action.”

And thanks to yet another insightful report from CMI—the latter objective is our focus today.

Last week, CMI and SmartBrief released their How Content Influences the Purchasing Process report, featuring data and insights collected from 1,200 SmartBrief subscribers. The aim of the report was to dig into the minds of those who are actually consuming content, and uncover what types of content are most influential, how decision-makers perceive vendor content, and more.

Caitlin Burgess

5 TopRank Marketing Team Insights for Finding B2B Content Marketing Inspiration

Caitlin Burgess on Jul 27th, 2017     B2B Marketing, Content Marketing

These days, there’s little doubt among B2B marketers that content is the foundation of digital marketing success. After all, studies show that nearly all B2B buyers do some form of online research before making a purchasing decision. As a result, we content creators are tasked with turning out informative, engaging and inspiring content that helps our brand be the best answer wherever and whenever our audience is searching.

But let’s face it, content folks. Despite being proven wordsmiths and marketers, our creative engine stalls from time to time. I’ll certainly admit that my computer screen and I have had some intimate moments—mostly me staring longingly at a blank document and praying the words will come.

Caitlin Burgess

Digital Advertising Tips: 5 Scenarios Perfect for Pay-to-Play Tactics

Caitlin Burgess on Jul 19th, 2017     Online Advertising, Search Marketing, Social Media Advertising

In today’s competitive and content-saturated digital landscape, it’s no secret that it’s becoming increasingly difficult to connect, engage and inspire action from our audiences using only “free” or organic marketing tactics.

As a result, digital advertising, often dubbed “pay-to-play” by marketers, is steadily on the rise. In fact, last fall, eMarketer forecasted that digital advertising spend would surpass TV ad spending for the first time in history by the end of 2016. And that trend is definitely expected to continue.

However, despite rising ad spend, consumers are actively avoiding our ads, according to a 2016 HubSpot Research report. For example, four out of five consumers reported that they closed a browser or exited a website because of an autoplaying ad or a pop up.

Caitlin Burgess

6 Best Practices for Nurturing B2B Marketing Qualified Leads

Caitlin Burgess on Jul 13th, 2017     B2B Marketing, Content Marketing

The rise of the internet, digital technologies and social media platforms have transformed the way consumers make purchasing decisions—and not just for B2C consumers, but for B2B as well. In fact, according to CEB, B2B buyers are 57% of the way through a purchasing decision before engaging with a sales rep.

But, as a savvy B2B marketer, you already knew all this. So, you’ve designed an integrated strategy featuring a hearty mix of marketing tactics to help build trust and awareness as prospects do their research. You’re turning out thoughtful, relevant content that informs, engages and inspires action. You’re working with industry influencers to add credibility and authority to your efforts. Heck, you’re even driving what you believe are solid marketing qualified leads (MQLs).

Caitlin Burgess

Teamwork Makes the Dream Work: 6 Tips for Helping Your Marketing Team Work Better Together

Caitlin Burgess on Jul 6th, 2017     B2B Marketing, B2C Marketing, Digital Marketing

Who doesn’t love a good inspirational quote on the power of teamwork?

Teamwork makes the dream work.

TEAM: Together Everyone Achieves More

Teamwork: Simply stated, is less me and more WE.

Teamwork divides the task and multiplies the success.

There’s no “I” in team.

We’ve all heard them. We’ve all said them. But can we all say that our marketing teams actually live by them?

For you marketing managers out there, there’s little doubt that you strive to support and enable great teamwork within your organization. After all, you’re likely managing an integrated marketing strategy that requires all hands on deck to get something cohesive and effective out the door. However, breaks in communication, bottlenecks, missed tasks, discontent and finger pointing can still be a daily struggle.

Caitlin Burgess

3 Important Ways Social Media Can Boost Your SEO

Caitlin Burgess on Jun 28th, 2017     SEO, Social Media

Today, there’s little doubt among marketers that SEO and social media are two must-have components of any effective digital marketing strategy. After all, SEO is arguably the founding-father-tactic of digital marketing, and social media is the place on the web where our audiences gather, share and engage every day.

But over the years, there’s been some confusion on how these two tactics work together to achieve marketing results—and understandably so. Back in 2010, Google told Search Engine Land’s Danny Sullivan that links shared on Facebook and Twitter were used as a ranking signal. Then in 2014, Google’s Matt Cutts released a video stating Facebook and Twitter pages were “currently” treated like any other web page for search—i.e. social media was no longer a direct ranking factor.

Caitlin Burgess

What Brands Need to Know About Instagram’s New ‘Paid Partnership’ Feature

Caitlin Burgess on Jun 21st, 2017     Influencer Marketing, Social Media

Influencer marketing is booming—and it’s not hard to see why. Influencers lend authority and credibility to your brand and content, help connect you with new audiences, and typically deliver more ROI than traditional digital marketing tactics. As a result, brands large and small are forming both paid and unpaid partnerships with influencers—and using social platforms to spread their message.

For those brands and marketers engaging in paid partnerships with influencers on Instagram, a change is on the horizon. Last week, Instagram officially announced it would soon roll out its new “paid partnership with” tag for posts and stories.

Caitlin Burgess

7 Examples of eCommerce Brands Rocking Social Media Marketing

Caitlin Burgess on Jun 14th, 2017     Social Media

Today’s consumers are becoming increasingly self-directed in their buying habits, leveraging the internet to research products as well as make easy purchases without setting foot in a brick and mortar store. In fact, 96% of Americans have made an online purchase in their life, with 80% having made a purchase in the past month alone, according to Bigcommerce.

As a result, eCommerce has exploded, and countless online-only retailers and marketplaces such as Amazon, Wayfair and eBay have emerged to meet consumer demand—as well as give well-established brands a run for their money.

Of course, as digital entities, most eCommerce brands embrace several digital marketing tactics—especially social media marketing—to build their brand, engage with current and prospective customers, provide personalized customer service, and get the sales. And we can all learn a little something from what online-only brands are doing.

Caitlin Burgess

Behind the Marketing Curtain: An Interview With Social Media Wiz Beverly Jackson, MGM Resorts International

Caitlin Burgess on Jun 5th, 2017     Interviews, Social Media

Behind the Marketing Curtain with Beverly Jackson

It’s no secret that social media has become an important and necessary digital marketing tactic, giving brands the opportunity to create meaningful connections with their desired audience. But as most brands have found, the secret to social success isn’t achieved with a simple click of the heels.

Most often, the road to success is long and winding, requiring smarts, courage and heart to drive your message home to your audience. Of course, many marketers experience a few wicked hiccups along the way—all of witch require creative and holistic solutions.

The good news is that you can always look north to find colorful and creative inspiration from talented marketing sorcerers—like the intelligent, witty and tenacious Beverly Jackson, Vice President of Social Portfolio Strategy for MGM Resorts International.

Caitlin Burgess

Q&A: TopRank Marketing’s SEO Experts Share Tips for Creating Better Content

Caitlin Burgess on Jun 1st, 2017     SEO, SEO Tips

As a member of TopRank Marketing’s (epic) content team, it’s certainly no surprise that I spend much of my day developing and executing content strategies for the wide array of client programs I work on.

And as I settle in for a content extravaganza each day, my work is guided by an important agency principle: Create content that allows our clients to be the best answer for their audience.

Lucky for me—and perhaps unlucky for them—my work station is strategically placed within staring and shouting distance of every one of our SEO experts. As seasoned marketers know, quality and strategic SEO is absolutely key to crafting content that helps you satisfy your audience’s quest for answers. So, I’m often picking the brains of my neighbors to help me create content that will get results.