Content Marketing

Joshua Nite

Content Marketing: Make Your Content Shine with These 4 Editing Tips

Joshua Nite on Nov 5th, 2015     Blogging, Content Marketing

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A few years ago, best-selling author and wizard-ninja hybrid Seth Godin said, “content marketing is the only marketing left.” The industry took him at his word. Over the last decade, marketers have devoted ever more time and energy to creating content.

This year, 76% of B2B marketers plan to produce more content next year than this year. Only 2% plan to produce less.

As someone who creates content for a living, I find this trend encouraging. As a marketer who wants my content to be seen, the content explosion presents a challenge.

Seth expanded on his statement in an interview with Contently this year: “Real content marketing isn’t repurposed advertising; it is making something worth talking about.”

Caitlin Burgess

Content Marketing with Virtual Conferences: Pros, Cons, Examples and Best Practices

Caitlin Burgess on Nov 4th, 2015     Content Marketing

Virtual Conferences

The Internet has created a space where meaningful conversations, connections and content creation can happen anywhere in the world. As a result, content marketing tactics have evolved to leverage all the Internet has to offer–and one of those tactics is virtual conferences.

For decades, real-world conferences have been an effective way for businesses of all kinds to attract and engage prospective customers. When done right, real-world events allow businesses to shape and spread their message through content to a captive audience, all while networking, establishing brand credibility, and moving people through the sales process.

Virtual conferences aim to do all of the same things as a real-world event, while also being more convenient, affordable and inclusive.

Ashley Zeckman

How to Pick the Best Content Marketing Tools for your 2016 Content Marketing Strategy

Ashley Zeckman on Nov 3rd, 2015     Content Marketing, Online Marketing

content-marketing-tools

To remain competitive, brands have become increasingly focused on creating a higher quantity of content, while still striving to maintain quality. Unfortunately, the quantity and quality struggle is real for so many B2B and B2C marketers alike.

Along with finding the right people and creating a sound content strategy, there is the matter of finding the right tools to integrate with your process and help you reach your goals. With the help of Alan Belniak (Content Marketing Manager and Social Media Lead at Alignable), we reviewed 12 of today’s top content marketing tools to save you the legwork.

Below you’ll find key benefits for each tool as well as the “wow factor” that is unique to their solution. As an added bonus, we also asked experts from each of these companies to share their best content marketing tip to provide you with some additional information to add to your content arsenal.

Ashley Zeckman

Brands Share Their Most Hair-Raising Content Marketing Horror Stories

Ashley Zeckman on Oct 29th, 2015     Content Marketing, Online Marketing

TopRank_HorrorStories_Banner-2

If content marketing stories were movies, most of the ones we hear today would be romantic comedies. Brands all over the world are telling stories of how they overcame obstacles and beat the odds to make their customers fall in love with them.

While these stories are inspiring, sometimes content marketing isn’t all flowers and chocolates and happy endings. Sometimes well-intentioned marketers end up in a cabin in the woods, hearing the unmistakable roar of a chainsaw approaching.

While they’re not pleasant for any marketer to experience, content marketing horror stories can teach valuable lessons. We can learn as much from failure as we do from success–perhaps even more so.

Ashley Zeckman

How To Tap Into the Social Media Power of Employees for Content Amplification

Ashley Zeckman on Oct 26th, 2015     B2B Marketing, Content Marketing

dave and dave

Social media has evolved significantly in the past six years. At the beginning, businesses focused solely on just having a presence on social media. Then, brands beginning honing in on social listening and figuring out the “science” of a good social media campaign.

Marketers then realized that social media was a great tool not only to engage their audience, but a prime opportunity to amplify their content and draw even more people in to consume, engage with and share that content. Recent studies have found that social networking accounts for 30% of all time spent online.

Ashley Zeckman

If you want B2B Content to be Great, Ask Your Community to Participate! #MPB2B

Ashley Zeckman on Oct 23rd, 2015     B2B Marketing, Content Marketing

Lee Odden MPB2B

The bar for great B2B content marketing is being raised since brands have become publishers and no longer need to rely on traditional media sources for exposure. Unfortunately, budgets and resources don’t always match the required output.

Not many B2B marketers realistically have the budget to hire journalists to compete with industry publications. Even those that do, are still struggling to create engaging content on a consistent basis, improve content effectiveness and provide a variety of content.

The wisdom of your community is a bank rich with useful marketing content and can help scale a B2B content marketing program. In his session at MarketingProfs B2B Marketing Forum, TopRank CEO Lee Odden made the case for why adding participation to your content can help solve the problems above, and three examples of content co-creation in action.

Lee Odden

12 Ways to Crush the Competition with Content from Events

Lee Odden on Oct 20th, 2015     Content Marketing, Marketing PR Conferences

Crush Competition Events

Creating engaging content on a consistent basis in the face of information overload pretty much sums up many of the top content marketing challenges companies are facing today.

Virtually every company in business is creating content of some kind and many of those same companies are attending industry conferences too. Imagine being able to solve a big part of your content marketing problems while getting even more value from industry event investments!

That’s what this post is about.

Here are 12 things you can do to create content before, during and after events in ways that will distance your content brand from the competition without adding new resources to your marketing team. That is, assuming your competition is not also reading this post.

Lee Odden

Why It’s Time for More Participation in B2B Content Marketing

Lee Odden on Sep 21st, 2015     B2B Marketing, Content Marketing, Marketing PR Conferences

participation b2b marketing

B2B brands are answering the call to become publishers with a significant increase in content hubs exemplified by pioneers like American Express OPEN and Adobe’s CMO.com and others including:

  • Intel IQ
  • Think with Google
  • Dell’s Power More
  • GE’s World in Motion
  • SAP’s Digitalist Magazine

Content Hubs

While those are all great examples, there’s an important question: Can your business really afford to hire the kind of editorial team to create this quantity of quality content at the cadence of a business publication?

Many practical marketers will say no.

The trend towards brand publishing in combination with self directed buyers guiding their way through the sales process with content creates an interesting conflict between the need for an up level on quality content production with a corresponding increase in content creation resources.

Ashley Zeckman

Win a Free Pass! Get Content Marketing Smart at MarketingProfs University in Minneapolis

Ashley Zeckman on Sep 17th, 2015     Content Marketing, Online Marketing

MarketingProfs-University-Minneapolis

One of the biggest problems that many marketing organizations are facing today is creating quality content on a consistent basis. It can be a challenge to make sure every piece of content you produce is effective at helping to attract, engage and convert target customers.

In fact, according to research from Content Marketing Institute and MarketingProfs, only 38% of B2B marketers state that their content marketing is effective. If you are one of the 62% of marketers that really need to improve content marketing performance, we have just the ticket. Literally!

Our friends at MarketingProfs are hosting a series of workshops focused on helping marketers reach content marketing success. From September 30 through October 2nd, these workshops will be held in Minneapolis.

Ashley Zeckman

TopRank Marketing Top Takeaways & Speaker Quotes from Content Marketing World

Ashley Zeckman on Sep 16th, 2015     Content Marketing, Content Marketing World, Online Marketing

cleveland-oh

Content Marketing World is the largest content marketing conference in the world. To say that the team from TopRank Marketing was excited to attend, is putting it lightly. Lee Odden, Alexis Hall, Josh Nite and I made the journey to Cleveland to learn from some of the best and brightest content marketing minds in the industry.

In a perfect world we would have been able to attend every session, but we consumed, live blogged and shared all that we were physically able to do. Below are some of what we considered to be the top takeaways and best speaker quotes from Content Marketing World 2015.

Top Content Marketing World Takeaways

Lee Odden – Participation Marketing Must Have’s

Lee-Odden-TopRank-CMWorld-2015

Ashley Zeckman

Break the Cycle of Content Marketing Addiction: Turn Regular Content Into Extraordinary Success

Ashley Zeckman on Sep 15th, 2015     Content Marketing, Content Marketing World, Online Marketing

Andrew-Davis-CMWorld-2015

“Our content marketing success is not defined by the height of our peaks…it’s defined by the depth of our valleys.” – Andrew Davis

Andrew Davis the author of “Brandscaping: Unleashing the Power of Partnerships” has such an infectious energy that it is impossible not to sit up and listen when he is speaking. Last week, I had the pleasure of sitting front and center for Andrew’s presentation at Content Marketing World. Sadly, none of the Muppets from his previous work made a cameo, but this was by far one of my favorite sessions at the content rich conference.

According to Andrew, companies need to start rethinking the way that they “do” content marketing. This means breaking the cycle of content marketing addiction that plagues many of today’s marketers.

Alexis Hall

5 Tips to Help You Become a Prolific Content Creator

Alexis Hall on Sep 15th, 2015     Content Marketing, Content Marketing World, Online Marketing

jay-acunzo-quote-cmworld

The demand for consistent content creation has forced many marketers to take shortcuts. Shortcuts may enable you to get to an outcome faster, but it is often a worse outcome. Using shortcuts to create more content faster can help you to achieve more volume, but at some point, the quality goes through the floor.

Quantity and quality are not opposites. They can exist simultaneously. In fact audiences today demand that they do. To meet that demand, Jay Acunzo, Vice President of NextView Ventures, identified in his presentation at Content Marketing World 2015, that you must be, or nurture in your organization, the prolific content creator.

Being a prolific content creator doesn’t just mean creating more “stuff”, working faster or tapping into some secrets of the interwebs. Being a prolific content creator is something different. According to Jay there are 5 things which prolific content creators do really well in order to achieve the elusive quality and quantity of content.