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Content Marketing


Lee Odden

Global Content Marketing – Book Review

Lee Odden on Dec 18th, 2014     Book Reviews, Content Marketing

Review - Global Content Marketing

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.

James Anderson

Social Media Content: Pros, Cons, Examples and Best Practices

James Anderson on Dec 17th, 2014     Content Marketing, Social Media

social-content-pro-con

Aside from your company website, social media content may be one of the most visible forms of content marketing that a brand can produce. When potential customers are seeking out information about your industry and your brand, they are most likely first visiting your website, then checking out your social channels.

Content on social media allows you to open up a direct line of communication with customers, prospects and industry leaders in way that traditional media placements simply do not. Carefully crafted and curated social content can tell a customer what your brand is about, what kind of services you offer and even what kind of people work for your company.

James Anderson

A Marketer and a Journalist Walk Into a Bar: 5 Definitions of Brand Journalism

James Anderson on Dec 16th, 2014     Brand Journalism, Content Marketing

shutterstock_100439611

So … a marketer and a journalist walk into a bar.

That could either be the start to a joke meant for somewhere other than this blog, or the beginning of a definition of the term ‘brand journalism.’

Let’s go with the latter. You may have heard the phrase ‘brand journalism’ tossed around, but what does it mean to marketers?

A simple definition of a brand journalist is this: A marketer and a journalist. They can walk into a bar or walk where ever they want. The point is that they walk in the same shoes, as the same persona with the same mission: Telling and sharing great stories. Brand journalists are essentially marketers who approach the promotion of their brand with the eyes, insight and delivery of a reporter.

James Anderson

Content is not just a platform: Why I left journalism and joined TopRank Marketing

James Anderson on Dec 10th, 2014     Content Marketing, Digital Marketing

stack-of-newspapers

[Note from Lee: TopRank has made many advancements in the content marketing space over the past 5-6 years and that leadership has resulted in growth – including the addition of 15 new people to our team in the past 7 months.  Among those new faces is content marketing smartie, James Anderson, our new agency Director of Content Marketing.  

James spent over 9 years as a journalist and editor before moving into the brand publisher space. And now he’s made the full move over to the marketing realm.  You’ll be seeing a lot of James here in the coming days and weeks as he helps me advance the TopRank content marketing machine even further – please make him feel welcome!]

Lee Odden

6 Steps to an Optimized and Socialized Content Workflow

Lee Odden on Dec 4th, 2014     Content Marketing, SEO, Social Media

optimized integrated content

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?

Lee Odden

Content Marketing Best Practices Report: Creating a Culture of Content

Lee Odden on Dec 3rd, 2014     Content Marketing

Culture of Content

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.

Lee Odden

Where Brand Journalism and Native Advertising Can Fit Within Content Marketing

Lee Odden on Nov 26th, 2014     Content Marketing, Integrated Marketing

integrated content marketing

Over the past year the discussions about what content marketing is and isn’t as well as the role of content within marketing and PR functions of a business have been interesting to watch. Especially the discussions around whether brand journalism and native advertising fit in the content marketing mix. Here’s my take:

Content Marketing is all about customers and providing them the information they need to inspire action. The themes that align buyer interests and brand goals as part of a content marketing strategy can inspire the focus of any content or media whether it’s part of a brand journalism effort, native advertising or content marketing program –  just in different ways.

Lee Odden

How a Shift from All SEO to Social & Influencer Content Boosted Page Views by 500%

Lee Odden on Nov 25th, 2014     Content Marketing, Influencer Marketing, SEO

social influencer content

A small business technology company was focusing their online marketing efforts on SEO and this approach proved to be effective for several years.

Research revealed relevant keywords in demand from searchers actively looking for solutions in this software category. Existing content was optimized, cross linked and new content was created where needed. Content was promoted to attract links and social shares to ensure a presence on crawlable social media platforms.

But then organic traffic began to slow down in growth and eventually decline, despite following SEO best practices capable of the most specific Google scrutiny.

A decision needed to be made: Will more aggressive SEO tactics be used or was it time to shift perspective?

Lee Odden

3 Content Curation Best Practices to Optimize Your Content Marketing

Lee Odden on Nov 17th, 2014     Content Marketing

content curation best practices

Blending a mix of new content with the filtering and management of other useful information streams is a productive and manageable solution for providing prospective customers a steady stream of high quality and relevant content.

There are several good services that facilitate curation tasks and software can help, but on it’s own, software isn’t the answer.

Pure creation is demanding. Pure automation doesn’t engage. Curating content can provide the best of both. Here are several best practices to help you with curation sources, types of content and where to publish.

1. Sources of News to Curate

  • Industry specific newsletters sent to you via email
  • Links to content and media shared on Twitter, Facebook, StumbleUpon, Reddit and other social sharing websites
  • Google Alerts, Google News or Google+ Search
Lee Odden

New @Marketo Guide to Engaging Content Marketing – @TopRank Style

Lee Odden on Nov 13th, 2014     Content Marketing

Definitive Guide to Engaging Content Marketing

Marketo is known for their content marketing (top 20 content marketing brand) and especially their definitive guides to all things related to B2B marketing.

The most recent is The Definitive Guide to Engaging Content Marketing which includes over 100 pages of practical and highly usable information on Planning, Creating, Designing, Publishing, Promoting and Measuring content marketing.

For this eBook the folks at Marketo reached out to a group of content marketing pros including Joe Pulizzi, Ann Handley, Brian Solis, Rebecca Lieb and many more (including me) for some perspective. While some of my interview is included in the guide, I thought I’d share the full Q and A here.

You obviously produce a lot of amazing content. Where do you get inspiration for new blog posts/ebooks/presentations, etc.?

Lee Odden

Customer Insights Are Key for More Persuasive Marketing Content

Lee Odden on Nov 12th, 2014     Content Marketing

Persuasion Content Marketing

For experienced marketers it’s no surprise that understanding the motivations of buyers and what influences them can be instrumental for creating persuasive content marketing campaigns.

While that statement makes sense intellectually, old habits die hard.

Most marketers continue to focus on how digital channels like email, social networks and search work vs. how customers understand those platforms or even why they use them. Day after day, content is being created and keyword optimized by marketers with little more than intuitive insight into customer interests and preferences for content discovery, consumption or engagement.

This is a source of great disconnect and dissatisfaction when “best practices” content marketing and SEO tactics don’t produce the intended results. An increase in search and social traffic isn’t very valuable when those visitors don’t engage and the content doesn’t resonate.

Lee Odden

How to Incorporate SEO and Influencer Content

Lee Odden on Nov 5th, 2014     Content Marketing, Influencer Marketing, SEO

Optimize Influencer Content for Search

Make no mistake, discovery of content through search engines is more important than ever. But the practice of optimizing content for search visibility has changed substantially.

As search engines look for signals of credibility amongst content and links, humans do the same thing. In the way that links alone used to drive the search visibility of a web page up, endorsements and mentions from industry influencers can still boost the visibility of a brand. As a result, the trend towards influencer and advocate marketing is on the rise.

While SEO and influencer content might seem more meatball sundae than PBJ, I assure you, the combination can be whatever you want it to be, because it’s content. Understanding demand for topics reconciled with the brand’s ambitions around a topic, search optimization insights applied to an influencer content program can boost both the quantity and the quality of attraction.

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