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Content Marketing


Lee Odden

The Gift of “Give to Get” in Social Media and Content Marketing

Lee Odden on Dec 24th, 2014     Content Marketing, Social Networking
Give to Get

Me, Nazli & Konnie from Dell & Mark Schaefer at Dell World

“Pay it forward”, “Good karma”, “Give to get”.

There are many ways to express the notion of creating value for others before expecting something in return, but in the marketing world, such a perspective is contrary to the norm.

Many marketers still gravitate towards another expression, “What’s in it for me?”, that guides much of their approach to marketing with social networks. The image of a child stomping their feet in an entitled fit of frustration about not getting what they want for Christmas comes to mind.

Whether it’s pressure to revive falling sales or simply viewing social networks as another channel for pushing the brand agenda, the drive to monetize without creating mutual or long term value on social networks is an empty chase.

James Anderson

3 Reasons Why Your Content Marketing May Have Failed In 2014

James Anderson on Dec 22nd, 2014     Content Marketing

content marketing fail

Content marketing is a tactic that requires research, testing and then a strategy on how to proceed. A lot of businesses tried content marketing for the first time in 2014. Those who didn’t see the results they were looking for shouldn’t rush to throw in the towel.

A Google search for the words ‘content marketing’ pulls up some 355 million results. Narrow that search down to just the past year and the results are around 311 million. That’s a lot of new information out there for people who are just getting started in content marketing.

Even if you include the exact phrase “Content Marketing” (not just one word or the other) you’ll find about 4.2 million results over the past year alone.

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.?

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