Content Marketing

Ashley Zeckman

5 Opportunities to Tell Stories & Touch Hearts with Visual Content Marketing

Ashley Zeckman on Jan 12th, 2016     Content Marketing

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Do you remember when great content marketing meant your copy was properly optimized for search engines so your customers could find you when searching?

Today’s customers have raised the bar, and it’s time that content marketers follow suit. As marketers, we have a unique opportunity to create a more one-to-one experience with our customers and prospects through the use of compelling visuals.

Recent research from Content Marketing Institute has found that content containing relevant images gets 94% more views than content without. Additionally, social content containing visuals typically receives 150% more retweets when scheduled using tools like Buffer.

Joshua Nite

5 Digital Marketing Tactics to Help Your Brand Stand out in 2016

Joshua Nite on Jan 7th, 2016     Content Marketing, Digital Marketing

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It’s tempting to think of your brand as a beautiful and unique flower. You believe in the work you do, you take pains to know your audience and craft messages that should resonate with them. So you bring your exquisite rose to the world—only to find they’re standing waist-deep in a flower garden.

In the crowded content market, it’s entirely possible to do everything right and still struggle to capture attention. Knowing your audience, doing the research, and making great content are the new table stakes. To really get noticed, you must be exceptional.

Here are five digital marketing tactics that can get your brand noticed, with examples from brands that are doing it right.

Ashley Zeckman

How An Integrated Approach Can Help You Become Content Marketing Royalty in 2016

Ashley Zeckman on Jan 6th, 2016     Content Marketing

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The stories that we are told as children are largely focused around kings, queens, princes and princesses. These characters are beautiful, intelligent and live a life that others can only dream of.

Today’s royalty take somewhat of a different form. They are marketers that inevitably stand out from the crowd due to their digital marketing creativity, smarts and success. But what is it that makes these marketers royalty?

The key to becoming content royalty in 2016 is taking an integrated approach to content marketing, or a “content plus” model. This approach shows a level of content marketing maturity and looks beyond content as a singular element, and combines it with other digital marketing services and best practices.

Caitlin Burgess

7 Ways to Optimize Your Web Content for Humans & Search Engines

Caitlin Burgess on Jan 5th, 2016     Content Marketing, Online Marketing, SEO, SEO Tips

optimize for humans

In case you haven’t heard, Search Engine Optimization (SEO) is not dead. In fact, SEO is an absolute must for successful content marketing, but gone are the days where the first two words dictate how you execute the third.

Ever since Google dropped its Penguin update in 2012, user experience has become the primary focus of good SEO. Yes. Today’s SEO is about finding the perfect balance between user-centric content and convincing search engine crawlers that your content is supreme.

Now, I’m pretty confident that everything I just said isn’t news to you. However, actually accomplishing that perfect balance may be something you’re still working on. And that’s where I aim to help.

Below are some best practices and tips for optimizing your on-page content for human users and search engines:

Caitlin Burgess

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

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

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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

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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

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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

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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