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Content Marketing


Eliza Steely

2013 SES Chicago – Wind, Shoulders, and Search

Eliza Steely on Nov 4th, 2013     B2B, Content Marketing, Marketing PR Conferences, Online Marketing

#seschi @bslarsonmn @elizalynnsteely @toprankWind. That’s the first thing that comes to mind when I think of Chicago. Well, that and food because let’s face it—Chicago has some pretty incredible food. But to be completely honest, big shoulders never would’ve popped into my head when thinking of the city. Yes you read that right—apparently Chicago is also known as “the City of Big Shoulders”.

The city also happens to be known as “The City that Works”. Suffice it to say, SES Chicago will fit right in. Full of search and social marketers filling their heads (and potentially big shoulders) with information about paid, earned and owned search, the conference has several promising speakers that I can’t wait to learn from.

Lee Odden

Integrating Public Relations & Content Marketing – It Doesn’t Have to be Scary

Lee Odden on Oct 31st, 2013     Content Marketing, Integrated Marketing, Marketing PR Conferences, Online Marketing, Social Media

HalloweenAt this year’s PRSA International conference in Philadelphia, a few thousand PR professionals from all over the world gathered for the latest trends and insights into the future of PR and communications.

For my part, I presented on the growing role of Content Marketing for Public Relations to a packed room of attentive and inquisitive PR and communications pros.

On top of the networking, awards and education, there was plenty of connecting with old friends. I was happy to see Shonali Burke (who is handling book PR for Robert Scoble and Shel Israel’s new book, Age of Context) as soon as I walked into the venue hotel. Shortly after we connected with Richard Bagnall (founder of Metrica, acquired by Gorkana) who came over from London.

Nicolette Beard

Gamification as a Content Marketing Tactic – How Brands Are Engaging Consumers

Nicolette Beard on Oct 29th, 2013     Content Marketing, Online Marketing

Game Mechanics as Content Marketing TacticFrom frequent flyer programs to unlocking badges in Foursquare, gamification is permanently embedded in our cultural DNA. Loyalty programs present the simplest examples of companies reinforcing consumer behavior they want repeated. Smart marketers are using the same mechanics that have hooked gamers to generate more business and, with advancements in technology, are doing so with greater creativity and complexity.

For the record, gamification is not new. Charles ‘Chuck’ Coonrandt, identified as the ‘grandfather’ of gamification by Forbes, wrote The Game of Work in 1984, in part, to answer the charge that U.S. productivity was not world class. Fast forward 29 years – we see more and more companies embracing game elements and mechanics not only as a means to identify influencers and advocates internally, but also as a content marketing tactic to attract and engage consumers.

Lee Odden

31 Top Marketers Agree: It’s Time to Rethink Your Content Marketing – Free 214 Page eBook from Linkdex

Lee Odden on Oct 28th, 2013     Content Marketing, Integrated Marketing

rethink content marketingPost Sponsored by Linkdex

Starting as a public relations firm with SEO skills in 2001, we’ve always had to create content for clients whether it was press releases, newsletters, case studies or graphics and diagrams for newsrooms and events.

In 2008 we made a major shift to what I call “SEO Plus” and focused a lot more on content. In fact, we were named the #1 content marketing blog that year by Junta42 (now Content Marketing Institute).

Fast forward to 2013 and the momentum of converged search, social media, public relations and content is unmistakable. SEO vendors and agencies are realizing marketing is the business we’re in, not just SEO.

Nicolette Beard

Content Marketing Tactics That Work: eBooks

Nicolette Beard on Oct 16th, 2013     Content Marketing, Online Marketing

eBook Content MarketingAs a content marketing tactic, eBooks fit the bill for those businesses that need to communicate complex information but in a striking, easily digestible way. Infotaining eBooks raise the bar on “interesting” combined with practical, useful and even inspiring messages that align with the brand.

Compared to many other content marketing tactics, eBooks represent a longer form of content that can educate prospective buyers about topics important to buyers and the brand. It’s a great way to demonstrate expertise in a creative way and is much more visually appealing than a white paper, yet more serious than an infographic.

This longer form content marketing tactic is inching its way into popularity, especially among B2B marketers. According to the 2014 B2B Content Marketing Benchmarks Report, 34% are using eBooks as a content marketing tactic while 57% of B2B users consider eBooks to be an effective tactic.

Lee Odden

8 Questions About B2B Content Marketing You Really Need the Answers To

Lee Odden on Oct 14th, 2013     B2B, Content Marketing

B2B Content MarketingIf you work in the B2B marketing world, content is one of the most important tools you have to create awareness, nurture and convert prospects to customers. For proof, look no further than the recent CMI & MarketingProfs industry survey for 2014 that reports 93% of B2B marketers use content marketing.

Part of gaining confidence in the right direction for your B2B content marketing efforts means asking and answering the right questions. Not just for your potential customers, but internal questions to open doors of consideration for your content marketing strategy.

Here are 5 essential questions many marketers are facing now and my answers to consider. I invite you to think of your own answers and share them in the comments.

Brian Larson

8 Things You Need to Know About Influencer Marketing

Brian Larson on Oct 10th, 2013     B2B, Content Marketing, Marketing PR Conferences, Online Marketing

Influencer Marketing Panel at #mpb2b

What is influencer marketing, how do you measure it and where it does fit into a marketing strategy? These questions, along with many more, were put on the table in this afternoon’s session at the MarketingProfs B2B Marketing Forum. Led by Amanda Maksymiw of Lattice Engines, the panel under her control is the savvy tandem of Sam Fiorella & Kevin Cain.

Makysmiw starts the session by instating one of the cruelest rules a moderator can impose on a panel (and most enjoyable for the audience): all questions must be answered as posed. No hybrid answers and no middle of the road positions. Actual answers with a definitive stamp.

Thanks to Maksymiw’s rule, the session proves to be a fun, lively discussion that helped demystify the ever growing practice of influencer marketing.

Brian Larson

2013 MarketingProfs B2B Marketing Forum Preview – And a ‘Cheers’ Plug

Brian Larson on Oct 10th, 2013     B2B, Content Marketing, Marketing PR Conferences, Other Events

Cheers to B2B Marketing Forum

Let me start by saying that any trip to Boston has high expectations. Just a few months ago I, along with our Executive Director of Operations Jolina Pettice, traveled to Boston to meet with one of our favorite clients.

During our stay we dined at the ‘Cheers’ bar and later ‘ran into’ NBC’s Lester Holt (ran into = sat in the same hotel lobby). In regards to the latter, one of us may have gone a little fan crazy. I won’t say who, but their name rhymes with ‘Molina’.

Suffice it to say that while attending MarketingProfs B2B Marketing Forum in Boston I fully expect to run into more celebrities while carving out time to revisit America’s favorite bar to perform my best ‘Naarm!’ call (to this day I don’t change the channel when it comes on).

Lee Odden

10 Content Marketing Tools for Creation, Distribution and Analytics

Lee Odden on Oct 9th, 2013     Content Marketing, Online Marketing

10 Content Marketing ToolsTools are essential for ensuring quality, consistency and enabling scale when it comes to just about any kind of digital marketing. Content Marketing is no different.

There are a variety of content marketing tools, services and applications available, each promising to save the day for everything from persona development to editorial planning to content management, amplification and measurement.

When I was at Content Marketing World a few weeks ago, I moderated a presentation by last year’s “Content Marketer of the Year”, Joe Chernov from Kinvey, who presented on a substantial project he undertook regarding content marketing tools.

The presentation and accompanying slide deck possessed several key characteristics of the most successful content: Thoughtful, structured, empathetic with the audience, uniquely and creatively packaged. It also includes case studies for each tool.

Nicolette Beard

Digital Newsletters as Content Marketing: Pros, Cons, Best Practices and Award Winning Examples

Nicolette Beard on Oct 8th, 2013     Content Marketing, Email Marketing, Online Marketing

Digital NewslettersIt seems fitting to discuss digital newsletters during the month of October, since the birth of email harkens back 40 years ago this month.

Love it, hate it or tolerate it, without email marketing, digital marketers would have been responsible for the destruction of many, many more trees without it!

Digital newsletters are scheduled, recurring messages from companies to a list of subscribers that usually has a web page counterpart or archive which represents a specific type of content.

In contrast, many Email marketing efforts can include automated messages triggered by an auto-responder, e-blasts to a rented list or a list shared by a complementary business, or as part of a drip campaign run through a marketing automation platform.

Lee Odden

10 Embeddable Media Sources for Content Curation – Oreo Cookie Style

Lee Odden on Sep 30th, 2013     Content Marketing, Online Marketing

Embeddable Media SourcesCreativity with content marketing is the trend, especially with a focus on visual marketing. Consumers are 44% more likely to engage with brands if they post pictures than any other media and viewers are 85% more likely to purchase a product after watching a product video.

Creative sourcing of content is important too, especially when it doubles as a way to improve efficiency and boost relationships with members of your community and industry thought leaders.

A classic form of this type of efficient content sourcing is the Oreo Cookie blog post: Find a compelling, informative article written by someone you’d like to better connect with and pull an excerpt of it into a blog post (the stuff in the middle). Then write an intro paragraph to identify a problem that empathizes with the reader and a conclusion offering insights into the way forward (the top and bottom of the cookie). Cite and link the source of course.

Lee Odden

For Epic Content Marketing, Subscription Needs to Top Your Marketing Objectives

Lee Odden on Sep 25th, 2013     Content Marketing, Guest Posts, Online Marketing

Amazon Affiliate Link - Epic Content MarketingWhen Joe Pulizzi first contacted me to talk about his first book, Get Content, Get Customers, the conversation and ensuing connection over the following years proved to be a positive and productive influence on my approach to digital marketing.

Even if this blog wasn’t named the #1 content marketing blog three times by Junta42, our involvement with events like Content Marketing World as a speaker, media sponsor and creator of the Speaker EBooks (Content Marketing Secrets and Content Marketing Rocks!) would still have manifested in one way or another. Joe has been an incredible influence on many and has made a significant impact on the quality of marketing found within many major brands.

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