Content Marketing

Caitlin Burgess

Content Marketing Tactics: Earned Media Pros, Cons, Examples & Best Practices

Caitlin Burgess on Dec 29th, 2015     Content Marketing, Online Marketing

content-marketing-earned-media

For any brand, reputation is everything—and reputations are often built (or torn down) with earned media. From a glowing news article about one of your products to that horrific Yelp review, every brand experiences the benefits and drawbacks of earned media.

And in today’s socially connected world, marketers are increasing their use of earned media as a contact marketing tactic as it continues to be a crucial factor in consumer decision making.

In fact, a study by Nielsen and InPowered shows that expert content—credible, third-party articles and reviews—is the most effective source of information in impacting consumers along all stages of the purchase process across product categories. The study also showed that earned media is 88 percent more effective than owned media content alone.

Lee Odden

12 Content Marketing Lessons Learned in 12 Years of Blogging

Lee Odden on Dec 28th, 2015     Blogging, Content Marketing

Content Marketing Lessons LearnedHappy 12th Birthday to TopRank Marketing’s Online Marketing Blog!

In Malcom Gladwell’s book, Outliers: The Story of Success, he mentions the “10,000-Hour Rule”, which describes the key to achieving world class expertise in any skill as a matter of practicing for a total of 10,000 hours or so.

By many definitions, this humble marketing blog has involved many more than 10,000 hours of practice. While we’ve achieved many milestones from being the only blog ranked the #1 content marketing blog three times by CMI to helping our boutique digital marketing agency reach a worldwide audience, it continues to be a work in progress.

There are multiple dimensions for evaluating a blog’s impact. Here is some statistical trivia about TopRank’s Marketing Blog (thanks to BuzzSumo) representing some of this “practice makes expert” effort.

Caitlin Burgess

Content Marketing Tactics: Influencer Content Pros, Cons, Examples and Best Practices

Caitlin Burgess on Dec 24th, 2015     Content Marketing, Influencer Marketing

Influencer-Marketing

While the world is more connected than ever, it’s also more cluttered than ever. Yes. It’s the age of information overload, and competition to get noticed is fierce. As a result, marketers are focusing on creating scalable content that gets shared more often and reaches more people by using influencer content programs.

Influencer marketing often refers to celebrities or brandividuals advocating for a brand. Influencer content goes beyond advocacy to focus on the actual content being produced for marketing. Influencer content isn’t something new, but the digital era has changed how it’s used. Influencer content marketing in its current form started gaining momentum in 2014, and it’s now the fastest growing and most cost effective marketing channel.

Ashley Zeckman

TopRank Marketing’s 2016 Content Marketing Predictions

Ashley Zeckman on Dec 23rd, 2015     Content Marketing

2016-Content-Marketing-Predictions

Was 2015 the year content marketing died? A quick Google search for “the death of content marketing” pulls up at least five articles written in the last six months, each seeking to put the final nail in the content coffin. To confuse the issue, for every “content marketing is dead” article, there’s a “traditional advertising is dead. Long live content marketing!” piece to balance it out.

Is this a Schrodinger’s Cat scenario? Are we holding a wake, or should we be performing CPR? In reality, it’s non-strategic content marketing that’s on life support. Audiences are increasingly ignoring the glut of mediocre content tossed haphazardly onto the web.

That’s good news. It means exceptional content with strategic creation and promotion can thrive. Making quality content the new minimum requirement is good for marketers and customers alike.

Joshua Nite

Defying Gravity: Our 5 Most Shared Influencer Marketing Posts of 2015

Joshua Nite on Dec 21st, 2015     Content Marketing, Influencer Marketing

Top-Influencer-Marketing-Posts-of-2015

If you have ever seen a space shuttle launch–and let’s pause for a moment of silence for NASA’s funding—you remember how small the shuttle itself looks on the launch pad. Even though it’s a massive vehicle, it’s dwarfed by the fuel tanks that will boost it into orbit. It takes a lot of energy to defy gravity, and the shuttle needs all the help it can get.

For marketers, influencers are the fuel that can get our content out of the gravity well and up where people can see it. We know influencer marketing gets results, and it’s great to see it emerging as a trend. Eighty-four percent of marketing and communications worldwide expect to launch at least one influencer marketing campaign in the next year, and 81% who have already tried it say influencer engagement was effective.

Joshua Nite

Creating Chemistry: Our Top 5 Content Marketing Posts of 2015

Joshua Nite on Dec 14th, 2015     Content Marketing, Online Marketing

top-content-marketing-posts

Great content marketing is like chemistry: If you combine the right elements with careful timing and measurement, you can get a positive reaction. Get the formula wrong, and you could get no reaction at all. Or you could find yourself standing in a crater, smoke wafting up from your eyebrows.

According to the Content Marketing Institute and Marketo’s 2016 Benchmarks, Budgets and Trends, 76% of B2B and 77% of B2C marketers plan to produce more content next year than they did in 2015. But as the volume increases, effectiveness is still lagging. Buyers faced with an onslaught of information are opting out of all but the most exceptional content.

Caitlin Burgess

Content Marketing Tactics: Webinar Pros, Cons, Examples & Best Practices

Caitlin Burgess on Dec 1st, 2015     Content Marketing

Webinar-Content-Marketing-Tactic

Quality, useful, and engaging content is the foundation of a marketing strategy. However, content is much more than just words on a page.

Humans are visual learners by nature—and we crave visual, interactive content in reality and online. As a result, in today’s digital world, marketers are using webinars to connect and engage with their target audiences. Additionally, webinars create a great opportunity for co-creation and collaboration as well as content repurposing. 

In fact, 66 percent of B2B marketers said webinars are one of the most effective content marketing strategies around, according to as recent report from Content Marketing Institute. In addition, 51 percent of marketers said visual content will be a top priority for their campaigns in 2016.

Definition: Webinars

Ashley Zeckman

Want to Add More Participation to You Content? Follow These 5 Keys to Success [Guide]

Ashley Zeckman on Nov 23rd, 2015     Content Marketing, Influencer Marketing

5-keys-success-participation-marketing

By this point, there is no denying that content marketing should be an essential part of every brand’s integrated digital marketing strategy. Content enables brands to create a connection with current and potential customers that can also support many other digital marketing initiatives if optimized correctly.

Since we’re all on the same page about content, the question many marketers are wondering is: what does the next iteration of content marketing look like? Try this on for size: 84% of worldwide consumers will take action based on the reviews and recommendations of trusted sources above all other forms of advertising (Nielsen).

Based on that statistic alone, everyone reading this should have just had an “aha moment”. If consumers trust reviews and recommendations from sources that they trust, that means that you should be adding additional trusted sources outside of your brand to build credibility within your content marketing.

Ashley Zeckman

Need Help With Content Topics? 5 Places To Find Inspiration For Blog Posts

Ashley Zeckman on Nov 18th, 2015     Blogging, Content Marketing

blog-topics-inspiration

Blogging is a low to no-cost way for marketers to create owned content on a consistent basis. A consistent blogging schedule of high quality information creates a great way for your customers and prospects to gain a better understanding of how you can help them and the smarts that exist within your organization.

In fact, B2B marketers that incorporate blogging as part of their content strategy generate 67% more leads than those that do not. So if you aren’t blogging, it’s time to start.

Joshua Nite

How to Create Content that Abides, Dude: Content Marketing Lessons from the Big Lebowski at #MNBlogCon

Joshua Nite on Nov 17th, 2015     Blogging, Content Marketing, Marketing PR Conferences

Ashley-Zeckman-Creative-Content-Marketing

Does pondering content marketing strategy make you feel a little out of your element? Are you missing the key components that really tie a strategy together? Do you sometimes feel like stepping away from the laptop, pouring a White Russian, and zoning out to Creedence Clearwater Revival?

You’re not alone. Only 30% of B2B marketers believe they are effective at content marketing, and more than half don’t know how to measure the effectiveness of their campaigns. And as buyers are inundated with more and more content, it can be difficult to get your message out there.

Fortunately, when it comes to content marketing success, there are rules. And at the 2015 Minnesota Blogger Conference, TopRank Marketing’s Directory of Agency Marketing Ashley Zeckman laid down the law, Big Lebowski-style. Here are the key takeaways:

Ashley Zeckman

How Collaborating With Influencers Generated Over 110k Views on SlideShare

Ashley Zeckman on Nov 16th, 2015     Content Marketing, Influencer Marketing

Influencer-Marketing-Header

Brands large and small are searching for ways to separate themselves from the pack. At the same time, most marketers are struggling with everything from producing enough content, to measuring content effectiveness. As more and more brands become publishers, it has become increasingly difficult for brands to create a variety of engaging content on a consistent basis.

To stay relevant and continue learning, many marketers attend workshops, trainings and industry events. Unfortunately, there are so many to choose from it can be difficult to weed out those that may not be worth the investment.

Therein lies the challenge:

  • Quality conferences need to build awareness of their events
  • Influential speakers need to drive people to their presentations
  • Marketers need useful information presented in an engaging way
Lee Odden

How to Be the Best Answer with An Integrated, Optimized Approach to Content Marketing

Lee Odden on Nov 11th, 2015     Content Marketing

Be the Best Answer - Lee OddenA study from Ericsson reports that by the year 2020, there will be over 50 billion internet-connected devices. That means consumers will be able to create, consume, publish interact and transact anytime, anywhere.

Many companies are responding to the rise in information access and consumption by creating even more content to stand out. A LOT more content.

But is more content better?

Internet in Real Time
With over 24,000 gigabytes of data uploaded every second (Internet in Real Time) I think it’s safe to say information overload already has enough of “more content”.

BuzzSumo released a report in conjunction with Moz based on analysis of 1 million articles and found that this increase in content production has a promotion problem: 50% of content gets 8 shares or less.