Content Marketing

Content marketing is the planning, creation, promotion and measurement of content for a specific audience and intended to inspire a business outcome. With over 90% of B2B and B2C marketers engaging in content marketing, it’s more important than ever to make sure your content stands out from the crowd.

 

As the only blog to be named #1 content marketing blog three times by Content Marketing Institute, TopRank is dedicated to helping marketers understand the opportunities, best practices and current trends in the world of content marketing.

 

Browse our content marketing articles to find tips, guides, expert interviews, conference liveblogging and best practices.

 

Lee Odden

5 Magical Tactics for Repurposing B2B Marketing Content

Lee Odden on Aug 15th, 2016     B2B Marketing, Content Marketing

Repurpose B2B Content Marketing
Did you know, that on a daily basis, 16 to 20% of search queries on Google have never been seen before? With over 100 billion monthly queries, there are an incredible number of ways that people express their interests, wants and needs.

At the same time, a study from CMI and MarketingProfs reports that 50% of marketers say producing content consistently is a top challenge.

With the diversity of expressions buyers search for and the demands of producing a variety of engaging content on a consistent basis, one has to wonder why so many B2B marketers insist on publishing content once and with a singular theme.

To get more value from content investments while providing a greater variety of information to prospective customers, many B2B marketers are repurposing.

Caitlin Burgess

9 Dos & Don’ts for Writing Compelling, Clickable Headlines to Draw in Your Audience

Caitlin Burgess on Aug 9th, 2016     Blogging Strategy, Content Marketing, Online Marketing Strategy

how-to-write-more-compelling-headlines

Well, hello there. I’m so glad you’ve stopped by the TopRank Marketing blog today. I’m pretty sure I know why you’re here — you’ve been searching high and low for the most adorable cat video of the day. Well, here it is:

Okay. Okay. Just kidding. But I really do know why you’re here. You’re looking for a little headline help. And regardless of how you found this blog post today, you believed something valuable, educational and actually on the topic of writing headlines (not cat videos) was waiting for you when you clicked—and that’s all thanks to the headline.

Headlines are arguably the most important aspect of any piece of content. It’s the first thing—and often the only thing—users will read. In fact, 8 out of 10 people read headlines, but just 2 out of 10 will actually continue reading the rest of the content, according to Copyblogger.

Joshua Nite

The Content Marketing Kitchen: 4 Tips for Writing Delicious Copy

Joshua Nite on Aug 4th, 2016     Content Marketing

Writing-Delicious-Copy

What does the color blue taste like? How does boredom taste, or the mental image of a square? Pastry chef Taria Camerino could tell you. She has synesthesia, a kind of wire-crossing of sensory input, and her memory works almost entirely through flavor. She’s a pastry chef by trade, making delicacies with flavors based on her unusual gift.

Odds are you can’t tell me the flavor profile of ennui, or whether ovals are sweet or spicy. But content marketers turn ideas into words like a chef turns ingredients into a gourmet meal.

Words hit your reader’s brain the way a flavor hits their taste buds: some combinations delight, others are boring, and some tug on the gag reflex. Regardless of the ideas you’re trying to convey, the words themselves can make all the difference.

Lee Odden

Content Marketing World Keynote Interview: Kathy Sterio, GE

Kathy Sterio GE

Update: Kathy is unable to make it to Content Marketing World and Jenifer Walsh, director of customer engagement marketing for Current, powered by GE will be taking the stage in her place. 

Content Marketing within large, complex organizations is not for the faint of heart. Many big companies are legacy brands with years of history behind marketing status quo. Today’s business environment calls for constant innovation and for marketers that can champion the necessary change, there can be significant impact.

In that context, I introduce you to Kathy Sterio from General Electric. Her time with GE has spanned several decades and undoubtedly, she has observed and championed her share share of marketing innovation.

Joshua Nite

What Does ‘Mobile-Friendly Content’ Really Mean?

Joshua Nite on Jul 28th, 2016     Content Marketing, Mobile Marketing

mobile-friendly-content

If you’re a 90’s kid, you likely have fond memories of Saved by the Bell and its star, precocious Ferris Bueller type Zack Morris.

You could tell Zack was unique among the students at Bayside High. For one thing, he could stop time and address the camera directly. But more importantly, he had a cellular phone. Sure, it was the size (and probably weight) of a brick. But it wasn’t connected to a landline! That big rubberized antenna didn’t connect with a corded receiver nearby—it pulled connectivity out of thin air. Magical.

Fast forward to today, and kids who were born after Saved by the Bell went off the air are now entering the workforce. If they met Zack Morris, they would probably make fun of his hair, his clothes, and his giant phone.

Lee Odden

Content Marketing World Keynote Interview: Stephanie Losee, Visa

Stephanie Losee
The digital world is often a small world. For example, when working with Dell on an influencer content program I met Dell’s Managing Editor at the time who seemed to be a cocktail of sophistication, intelligence and just a lovely person. She reminded me very much of Rebecca Lieb, another force of nature in the content marketing world. Why does this make digital a small world? Despite being based on two different coasts, they’re great friends!

This serendipitous content sage is none other than Stephanie Losee, who is now Head of Content at Visa, Corporate Communications. Along with many others, I’ve learned many important insights from Stephanie and I can’t wait to see her keynote panel at Content Marketing World in September.

Joshua Nite

Now Hear This: 10 Digital Marketing Podcasts to Educate and Entertain

Joshua Nite on Jul 20th, 2016     Content Marketing, Digital Marketing

Digital-Marketing-Podcasts

How much time out of your life do you sacrifice to your commute? It’s amazing how quickly it adds up.

If you drive/bike/bus just 30 minutes each way, that’s five hours a week. Do that 50 weeks out of the year, and it’s 250 hours, more than six full work weeks. Yeesh.

Now, I don’t mean to bum you out. Just pointing out an opportunity. Most of us spend hours a week trapped in one form of conveyance or another. Why not use that time to continue your marketing education with a good podcast?

Joshua Nite

Learn How to Master Your Content Marketing Supply & Demand

Joshua Nite on Jul 18th, 2016     Content Marketing

Content-Marketing-Supply-and-Demand

Marketers who are far smarter than I am have talked a lot about “content shock.” The idea is that content creators keep churning out more and more content, but readers have the same limited time and attention to consume it. It’s simple supply and demand: Supply increases, demand stays the same, and content gets devalued.

It’s definitely true that there is more content out there than ever before. And over 75% of B2B and B2C marketers plan to create more this year than they did last year. So the amount of content will only increase over time.

The question, though, is whether the rules of supply and demand apply to all content equally.

Caitlin Burgess

Snapchat for B2B: Examples of Brands in Action, Best Practices & Tips

Caitlin Burgess on Jul 13th, 2016     B2B Marketing, Content Marketing, Social Media

Snapchat-for-B2B

From its beginnings as a disappearing photo app to adding interactive—often hilarious—filter options and storytelling capabilities, Snapchat has come a long way in it’s nearly 5 years of existence. In fact, the social media platform has seen tremendous user growth, boasting 150 million daily active users, which is more than Twitter, according to Bloomberg.

While Snapchat is a major hit among pre-teens and teenagers, usage of the platform is growing among adults—especially Millennials. According to a BI Intelligence report, 45% of adult Snapchat users are 18-24, with another 26% between 25-34 in age. And recently there’s been a big uptick in users over the age of 35.

Ashley Zeckman

Celebrate Your Freedom From These 4 Tired Content Marketing Tactics

Ashley Zeckman on Jul 4th, 2016     Content Marketing, Online Marketing

4-content-marketing-tactics

Freedom is an expression that you’ll hear a lot this week as we celebrate America’s independence. Our forefathers had a vision for a country that provided citizens with certain rights and responsibilities for themselves and their neighbors.

Marketers today have a unique opportunity to sign their own declaration of independence to free themselves of tired content marketing tactics. This is a declaration that removes antiquated approaches to content marketing and instead focuses on creating value for their customers in a way that builds a better future.

Recent research has found that over 80% of marketers are creating content,which means that the competition for customer attention is becoming increasingly difficult. Now is the time for marketers to break free of tired content tactics and begin creating more memorable interactions with customers. As you continue to execute and refine your approach to content marketing, make sure that you avoid making the following mistakes. 

Joshua Nite

How to Turn Undervalued Content into Content Marketing Gold (The Trick is Repurposing)

Joshua Nite on Jun 30th, 2016     Content Marketing

Undervalued-Content-Marketing

Have you ever lost hours watching Antiques Roadshow marathons? Or do you lead a substantially more exciting life than I do?

I can’t help it; there’s something so compelling about finding treasures in your attic. That ashtray is really a Civil War-era candy dish! That punch bowl is really a 12th-Century chamber pot (we sincerely hope you washed it first)! Even though the most exciting thing I ever found in my attic is a dead squirrel, it’s fun to dream.

Think of your existing content library as one big, overstuffed attic. All the great stuff your team has written is still there. It may occasionally attract a visitor or two, but for the most part it’s just collecting virtual dust. So why are we in a constant mad dash to create new content? For most organizations, there is plenty of value left in the old stuff. With the right repurposing, content that proved valuable to your audience once can attract a new wave of traffic.

Kevin Cotch

SEO Cheat Sheet for Better Content Marketing

Kevin Cotch on Jun 16th, 2016     Content Marketing, Online Marketing, SEO

SEO-Content-Marketing

It is our job as marketers to provide our customers with quality experiences. One way we can provide a quality experience is by implementing a customer focused content marketing program. Content marketing comes in all shapes and sizes, including blog posts, infographics, email, podcasts, and many other content types. Every online channel provides a unique way for us to reach our audience. With that idea in mind, we need to optimize each content asset to make it easier for people to find.

Competition for your audience’s attention has never been higher and many marketers are finding it challenging to get their content in front of the right audience. This challenge will continue to become more difficult with about 91% of B2B marketers claiming that they are already using content marketing. Although that number is high, many have the opportunity to better optimize the content that is already being created.