James Anderson

Traditional Media for Content Marketing: Pros, Cons, Examples and Best Practices

Traditional-Media-content-marketing

How many times has traditional media been pronounced dead in the past decade? We’ve lost count, right? While there is no denying that TV, newspapers and radio have lost a ton of ground to digital, the fact of the matter is traditional media still matters. Even to digital marketers.

In fact, some marketers are finding that traditional media is a becoming a great platform for engaging buyers. Consider brands like Doritos, Coca-Cola and others that are asking for consumers to submit short video clips via their company websites and social media channels. Those clips are curated into commercials that are airing during major events like the SuperBowl and the Academy Awards. In fact, 20% of ads in Super Bowl XLVII in 2013 included some form of crowdsourcing from major brands like Coca-Cola, Audi, Doritos, Pizza Hut and others. The incentive to participate in these contests is big for consumers willing to give up names and multiple forms of contact information just to take part.

James Anderson

Turn It Up! Book Review of ‘Welcome to the Funnel’ by Jason Miller

James Anderson on Jan 7th, 2015     Book Reviews, Content Marketing, Social Media

welcome to the funnel

Some of the greatest rock songs are short. They start with a hard count, move fast and get your blood moving with just the right amount of energy to leave you inspired and set you on a course to create something of your own.

Music can do this for you, and so can a book. So does “Welcome to the Funnel.”

I connected early on with Jason Miller’s “Welcome to the Funnel: Proven Tactics to Turn Your Social And Content Marketing Up To 11” early on. By early on, I mean before I actually knew it was a book.

Disclosure: Jason works for LinkedIn, a TopRank Online Marketing client.

James Anderson

Falling Behind on Content? Catch Up With These Content Repurposing Tips

James Anderson on Jan 5th, 2015     Content Marketing

content marketing repurposing

Remember all that content you were going to have completed before you left for holiday break? Remember the editorial calendar that was going to include all of Q1 2015 that you scaled back to be only January, 2015, that you scaled back to be … well … nothing?

The holidays were great, and you were able to only half occupy your mind with pending work deliverables scheduled for early January. If you are like me, you even planned to use some of your off time to work ahead on a few work tasks, then the holiday events and the family fun got in the way (in a good way, of course).

James Anderson

30 Favorite Quotes From Content Marketing Influencers in 2014

James Anderson on Dec 31st, 2014     Content Marketing

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As a newer member of the TopRank Agency blog team, I spent a good part of my first couple weeks here digging through the past year’s blog posts and getting up to speed with TopRank content and best practices. As I did, I found that I was jotting down quotes and notes that stood out to me — some from industry leaders, and others from up-and-comers I haven’t yet met. In sharing this list with you, I hope that you’ll find the same insight and utility that have discovered.

Here are a just a few (OK, 30) of my favorite quotes from some of the best brains in the business. You may have your own quotes that you remember well from conferences, books or blog posts in 2014. If so, feel free to share!

Lee Odden

Your Content Marketing Silver Bullet: Liveblogging Events

Lee Odden on Dec 30th, 2014     Content Marketing, Marketing PR Conferences

Liveblogging Events

Do you attend industry conferences? Would you like to create a greater diversity of content on a regular basis without a big jump in budget? Imagine these two scenarios:

Dan looks forward to industry conferences because they provide time away from the office and give him a chance to be inspired by industry thought leaders. He also gets to network amongst peers in the industry and depending on the event city and venue, maybe he has a little fun too.

Sandy plans her conference attendance according to topics and speakers. She identifies specific speaker presentations to attend and even liveblogs them for her company blog. Sandy networks with other professionals at the event and virtually through the conference hashtag and smartphone app. She compares each day’s efforts to her plan to ensure she’s effectively learning, getting inspired and networking – all while having fun.

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

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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

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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

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[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?