Content Marketing

Content marketing is the planning, creation, promotion and measurement of content for a specific audience and intended to inspire a business outcome. With over 90% of B2B and B2C marketers engaging in content marketing, it’s more important than ever to make sure your content stands out from the crowd.

 

As the only blog to be named #1 content marketing blog three times by Content Marketing Institute, TopRank is dedicated to helping marketers understand the opportunities, best practices and current trends in the world of content marketing.

 

Browse our content marketing articles to find tips, guides, expert interviews, conference liveblogging and best practices.

 

Nick Nelson

3 Unusual Content Marketing Approaches That Actually Work

Nick Nelson on Dec 11th, 2017     Content Marketing, Digital Marketing

My favorite brand on social media is Denny’s. The diner chain eschews pretty much every marketing convention, and that’s exactly why its efforts stand out so much.

The company’s online personality has been compared to that of a “chill teenager.” Its Twitter feed is filled with juvenile humor, rarely promoting the restaurant’s actual food in any serious way. I doubt many people find the image of a pancake in a shoe appetizing. The Denny’s Instagram page looks like some sort of bizarre avant garde art project.

None of this goes by the book. But Denny’s scores tremendous engagement on almost every social media channel, and has developed a cult following of sorts on the web thanks to its quirky content. This has proven to be a significant differentiator for their business.

Joshua Nite

5 Outdated Content Marketing Tactics (And What to Do Instead)

Joshua Nite on Dec 7th, 2017     Content Marketing, Digital Marketing

Can I interest anyone in an iPhone? No, not the iPhone 8 or X. I’m talking about this bad boy:

No takers? But it has a 320X480 pixel screen, 128 Mb of RAM, and a single 2-megapixel camera! Back in 2007, this was the hottest phone on the market. People lined up in front of stores just to get their hands on one.

You get the point: State of the art quickly becomes laughably outdated. What used to thrill a consumer’s soul is now something we wouldn’t give a toddler to play with.

That kind of obsolescence isn’t limited to the tech industry, of course. The cycle from next-big-thing to the dustbin is even faster in online content. Yet many content marketers are using tactics that, while they once worked, are now as outdated as that original iPhone. What’s worse, some of us are still in the flip-phone stage.

Joshua Nite

Content Marketing Lessons from 4 Holiday Advertising Fails

Joshua Nite on Nov 30th, 2017     Content Marketing

Making a great holiday ad should be simple. Start with a heartwarming message about love, peace, and goodwill. Add twinkling lights and evergreen trees and families getting warm by a fire. Then add your brand’s logo discreetly toward the bottom right. There you have it – a holiday ad that won’t offend, creep out, or annoy anyone.

It’s an easy formula, but one that a surprising number of brands mess up every year. Fortunately for us, they mess up in entertaining and educational ways. It’s almost easier to learn from a cautionary tale than a role model, so reveling in bad marketing can make you a better marketer.

Ashley Zeckman

Content Conversations: How to Hit the Ground Running with Content Marketing in 2018

Ashley Zeckman on Nov 29th, 2017     Content Marketing, Digital Marketing

We are in the final stretch of 2017 which means 2018 will be here before we know it. And unfortunately, Q2 will be here in the blink of an eye.

All too often we spend weeks or even months creating a content strategy, and quickly find that by the middle of March, we’ve already abandon our best laid plans. Instead, we should be spending our efforts developing a plan that is tied to a core group of objectives that we can reference as soon as it feels like things may be getting off track.

Ashley Zeckman

Content Conversations: Top Content Marketing Lessons Learned in 2017

Ashley Zeckman on Nov 21st, 2017     Content Marketing, Digital Marketing

One of the best ways to improve your skills as a content marketer is to learn from the successes and failures of other marketers. And as we near the end of 2017, many marketers are reflecting on what has (and hasn’t) worked in the past year and looking to what this means for content goals and plans for the coming year.

It doesn’t matter if you are a team of one or a team of one hundred, outside insights can be incredibly valuable for improving your approach to content marketing.

Since we know you’re likely busy working, wrapping up 2017 and planning for 2018, we’re here to help. Recently we had the chance to sit down (or stand up?) for some great content conversations with some of today’s top marketers.

Below you’ll find their top content lessons learned in 2017 as well as how you can apply these insights to your own content marketing approach.

Alexis Hall

How to Use Big Wins to Drive Continuous Content Marketing Performance

Alexis Hall on Nov 15th, 2017     Content Marketing

Like all brands or marketers, you’ve likely experienced a few content marketing campaign mishaps in your day. Despite your best efforts, sometimes a campaign just doesn’t quite reach its objective or it outright flops. And when this happens your disappointment typically spurs you into action as you work furiously to pin down exactly where you went wrong.

On the flip side; however, you’ve also experienced some big wins in your day. Some of those wildly successful content campaigns that crushed objectives and had the entire organization riding high. But in these situations, how often can you say that you dug into what made things go oh so right? Or regrouped and committed to keeping the momentum going?

Joshua Nite

Do You Really Need Another Blog Post? Why Content Marketing Needs More Flexibility

Joshua Nite on Nov 13th, 2017     Blogging Strategy, Content Marketing

For at least a decade, the 500-word blog post has been the atomic unit of content marketing. Marketers like Joe Pulizzi and Marcus Sheridan built their entire careers on blogging. In Joe’s case, he started the blog without a business plan or a product, and developed both after building an audience through insightful, valuable blog posts. Even TopRank Marketing relied on blogging as a tactic for building thought leadership and establishing authority.

When new clients partner with our agency, they’re frequently looking to follow in Joe and Marcus’ footsteps. They’re likely to request 15-30 short blog posts a month as the foundation of their content efforts.  But we’re more likely to think in terms of content units—the amount of effort the content team will put in, rather than the specific output.

Caitlin Burgess

Report: What Marketers Need to Know About the ‘State of Video Marketing’

Caitlin Burgess on Nov 9th, 2017     Content Marketing, Video

These days, there’s little doubt among marketers that video content is an incredibly powerful content marketing tool. After all, humans are visual creatures by nature, so it stands to reason that video often satisfies our content appetite. In fact, according to a Think With Google study, 50% of internet users said they’ve looked for videos related to a product or service before visiting a store.

But as more brands and marketers jump on the video content marketing bandwagon, it’s more important than ever to examine your strategy to ensure you’re getting the most out of your efforts. And a great starting point is to get the lay of the current video marketing land and emerging trends.  

Lee Odden

Be the Best Answer: 5 Steps to Grow Influence for Your Brand

Lee Odden on Oct 30th, 2017     Content Marketing, Influencer Marketing

Be the Best Answer Grow Influence
“Be the Best Answer” is an expression my team and I have used many times in client strategy planning, training, presentations, webinars, blogging, and in my book Optimize about the intersection of search with owned, earned, paid and shared media.

Being present in a relevant, credible and useful way on all the channels where buyers are looking is a powerful (but often difficult to execute) way to provide the kinds of customer experiences that greatly differentiate one brand from another.

Influence plays an important role in a “Best Answer” marketing strategy. Click To Tweet

Influence plays an important role in a “Best Answer” marketing strategy as buyers pay less attention to ads and brand content, and more time listening to peers and industry subject matter experts.

Lee Odden

Content Marketing Tactics for Search Marketers – International Edition #SMXLmilan

Lee Odden on Oct 26th, 2017     Content Marketing, Marketing PR Conferences

SMXL Milan Content Strategies

Content is both king and kingdom in a digital world full of stories. Brands and consumers alike are experiencing and publishing content on a daily basis. Between information overload, increased complexity of search engines and changes in consumer search behaviors, many marketers are less than confident about how to optimize their content marketing.

How can marketers best use content marketing to improve search marketing? How does search inspired content affect content, PR and marketing programs across channels?

At SMXL in Milan, Italy this November 15th, that’s exactly what a panel of experts will be answering. I will be moderating Content Related Strategies for Search with Ken McGaffin, Lexi Mills and Jey Pandian where we’ll be discussing strategies to help identify new opportunities to develop content based on business intelligence, competitive research and historical performance.

Anne Leuman

How 7 Brands Connect With Audiences Through Long-Form Video Content

Anne Leuman on Oct 25th, 2017     Content Marketing, Video

Content comes in many forms, including social media messages, blog posts, video, and more. But video is largely ignored with only 30% of B2B marketers believing video will be critical to their content marketing success.

Considering video accounts for 74% of all internet traffic your brand cannot ignore video marketing. With audience’s having an average attention span of only eight seconds it’s one of the best ways to hold attention and increase audience engagement. This is especially true for long-form video—videos that are roughly 10 minutes in length or longer. In fact, audiences engage in more long-form videos accounting for 63% off all time spent watching videos across devices. Long-form video is a proven and effective way of capturing and engaging audiences, but where do you begin?

Joshua Nite

B2B Content Marketing Benchmarks: How We All Can Do Better

Joshua Nite on Oct 24th, 2017     B2B Marketing, Content Marketing

B2B content marketing is having a moment—a moment that’s rapidly becoming a movement. We’re finally breaking free of the idea that “professional” means “boring.” Transparency and authenticity are becoming more than just buzzwords. Unique, emotionally compelling content used to be the outlier; soon it will be the norm.

It’s thrilling to see B2B content marketers find a new groove. As a creative, comedic weirdo myself, it’s a great time to be in the business. However, these industry-wide changes do come with significant challenges. As B2B marketing evolves, we need to continually adapt our procedures, KPIs, even our philosophy of marketing.

The whip-smart marketers at Kapost just published their 2017 B2B Content Strategy & Operations Benchmark. They surveyed hundreds of B2B marketers in diverse industries, from small businesses to enterprise organizations. Here are the challenges their research identified, and how B2B marketers can adapt to thrive.