TopRank Online MarketingTopRank Online Marketing Blog

Content Marketing


Nick Ehrenberg

Welcome to the Funnel, We Have Leads & Names – Jason Miller of LinkedIn at MnSummit

Nick Ehrenberg on Jul 1st, 2014     Content Marketing, Digital Marketing, Marketing PR Conferences, Online Marketing
GnR Jason Miller MnSummit

Photo credit: Jason Miller

If there is anyone that can leverage a rock and roll metaphor for content marketing, it’s Jason Miller @JasonMillerCA, Senior Manager, Content Marketing at LinkedIn (LinkedIn is a TopRank client).

And at the first ever Minnesota Search Marketing Association Summit, he did not disappoint.

Content marketing can often seem like a never ending sea of songs, and only the best tunes emerge as a hit. To separate the harmony from the noise, companies need to start with a content strategy that begins at the top of the funnel. With high-level and in-demand concepts, marketers can attract customers in droves, like fans to GnR show. Attracting attention and creating demand at the top of the funnel will keep your content tour rich with new fans. But how?

Lee Odden

12 B2B Content Marketing Examples and Case Studies for 2014

Lee Odden on Jun 25th, 2014     B2B, Content Marketing

Killer B2B Content Marketing

Content Marketing has long been a staple for the B2B Marketing world with an increased boost in popularity due to changes in consumer information discovery and consumption. Over 90% of B2B marketers are using content marketing according to CMI and MarketingProfs. Far more research is conducted before sales contacts are made providing B2B companies an opportunity to satisfy buyer information hunger with some killer content.

But what works and what doesn’t? What are B2B brands, big and small, doing to achieve results with content marketing? Those are great questions we’re answering every day through our own work with B2B companies and through industry examples.

For some inspiration for your B2B content marketing programs, check out these mini-case studies from the 2014 C2C Killer Content Awards, which include a mix of brand content marketing program examples and the results they produced. From print to video to coordinated multi-channel content programs, there’s a nice variety here.

Lee Odden

Curation and Repurposing to Extend the Life of Your Content Marketing

Lee Odden on Jun 23rd, 2014     Content Marketing

repurpose curate content

Ever have one of those dreams where you’re running a race and if you don’t win, you’ll turn into a big blue chicken? Hmm, maybe not.

How about running a race only to find you never actually finish because you’re on a treadmill? That’s how a lot of marketers feel about their Sophomore content marketing programs about now. The need for more and better content is never ending. Quarterly editorial plans make it feel like the end is near, but this isn’t a race. It’s a journey full of twists and turns, hits and misses. Maybe even a few blue chickens here and there.

Lee Odden

Essential Q and A on the Value of Content Marketing

Lee Odden on Jun 17th, 2014     Content Marketing
Content Marketing Q & A

Content Marketing Sage or Ice Giant?

In advance of the Content Marketing Conference Europe event last week, Maaike Gulden did an interview with me to surface some essential advice about improving content marketing.

Since the interview was published in Dutch, I’m posting portions here for our readers looking for a useful perspective on content marketing that will hopefully bring some clarity to an increasingly misunderstood concept. This Q and A covers everything from a definition to why to why content marketing is valuable, a solid B2B content marketing example and my perspective on the future.

What is your perspective on content marketing?

Content is the reason search engines exist and it’s the cornerstone of what people share on the social web. A quantity of quality content that answers reader’s questions in a useful and entertaining way serves everything from demand generation to lead generation.

Lee Odden

From Antwerp to Bucharest – Lessons Learned About Storytelling and Content Marketing

Lee Odden on Jun 16th, 2014     Content Marketing

Storytelling Content Marketing

Growing digital marketing skills and knowledge are more important now than ever. I’m sure you can relate to the pressures of having to continuously stay on top of what’s new and most effective.

The good news is that much knowledge can be gained from new experiences and connections. In the past 2 weeks I’ve had the good fortune to attend an Integrated Marketing Communications event at West Virginia University a content marketing conference in Antwerp, Belgium and a digital marketing conference in Bucharest Romania. Plus this week I’m in London for a few meetings where similar topics will be discussed.

Amongst those geographically diverse experiences, each with a focus on some aspect of digital marketing and communications, I have noticed a consistent set of expectations regarding information delivery, content quality and interactions.

Lee Odden

140+ Statistics on Content Marketing in Europe

Lee Odden on Jun 9th, 2014     Content Marketing

content-marketing-statistics-europe

While close in proximity, the dynamics involved with characterizing a topic like content marketing for a large group of countries like Europe is more than ambitious.

However, the demand and interest for information about content marketing in Europe is high and there are a small number of studies available to better understand how European businesses currently view content marketing as part of the digital marketing mix.

Tapping into reports from CMI/DMA UK, Adobe/Econsultancy and HubSpot/SmartInsights as part of my research for a keynote presentation at Content Marketing Conference Europe this week, I’ve pulled together these statistics (Handy for presentations, tweets and blog posts):

Top 5 Priorities for Global and European Marketers in 2014 – Adobe/Econsultancy

  • 36% content marketing
  • 36% social media engagement
  • 32% Targeting and personalization
Lee Odden

Disruption in Digital Marketing and Communications – Insights from 19 Major B2C and B2B Brands

Lee Odden on Jun 5th, 2014     Content Marketing, Integrated Marketing, Online Marketing, Social Media

Digital Convergence Marketing PR

I recently had the pleasure of presenting at an Integrated Marketing Communications conference called INTEGRATE with an audience of Master’s Degree students and faculty at West Virginia University.

It was an impressive conference because of the passionate and talented faculty presenting but especially the students – most of whom work full time jobs as they earn their Master’s Degree in IMC.

Here is the presentation I gave: Digital Convergence: The Integrated Marketing and Public Relations Imperative – Disruption in the digital media world has reached every aspect of marketing and communications. Brands compete with publishers and consumers are empowered to publish and influence like never before. The convergence of marketing and PR creates all new opportunities for brands to build authority and grow business while competitors continue to work in silos.

Lee Odden

How To Make a Blog Post Go Viral

Lee Odden on Jun 4th, 2014     Blogging, Content Marketing
Mike Odden

Painting by Mike Odden

How can I make a blog post go viral?

People have been trying to answer questions like this for years: How can I make a song a hit? How can I play in the NFL? How can I become world famous?

The reality is, for the vast majority of people, this is simply never going to happen.

For the 5% of bloggers that are able to create blog posts “that go viral”, the answer is to work your ass off until you get lucky. Then try even harder to figure out what’s working and refine what you write to connect with those key elements that resonate with your audience.

Lee Odden

Brand or Customer: What’s Your Content Marketing Center? #fusionmex

Lee Odden on May 29th, 2014     Content Marketing, Marketing PR Conferences

Content Marketing Conference Europe

For over 1,000 years people used to think the Earth was the center of the Universe, not unlike how many companies still think the corporate brand should be the center of their marketing messages.

As with Copernicus’s 16th century observations about the Earth moving around the Sun, modern marketers in Europe and all over the world are realizing that the customer is at the center for content and messaging, not just the brand.

Some companies, agencies and consultants have made significant progress in this view of content marketing and we reached out to a number of them that will be presenting at the upcoming Content Marketing Conference Europe.

The question? We asked: What is one of the most important ways content marketing creates value for customers?

Lee Odden

How Content Curation and Tools Can Fit In Your Digital Marketing MIx

Lee Odden on May 27th, 2014     Content Marketing, Online Marketing

content curation marketing

There are many types of content a business can create to attract, engage and convert customers: Evergreen, Repurposed, Curated and Co-Created.

Of those content types, curated content offers numerous benefits that many companies are not taking advantage of. While content curation has grown in popularity since we first started writing about it in 2010, the question remains: Does it belong in your digital marketing mix?

The practice of collecting and filtering information and then adding value to it has been around a long time. Classic blogging often follows this “oreo cookie” format of sandwiching an excerpt of someone else’s information with your own. Doing so on a continuous basis is content curation and is as old as blogging itself.

I think there are three main reasons for the increased popularity of content curation for marketing:

Lee Odden

Facts Tell, Stories Sell – How Infotainment Inspires Action in B2B Marketing

Lee Odden on May 20th, 2014     B2B, Content Marketing

10 B2B Marketing Masters

In the B2B marketing world, there’s a perception that “B” means “boring”.  Of course that’s just not the case with modern B2B marketing.

According to a recent CMI & MarketingProfs study, 93% of B2B marketers use content marketing across an average of 15 different tactics. But it’s not just quantity that wins with B2B buyers.

Individual buyers and buying committees have to sort through a lot of information to make decisions and the marketers that can make the experience of information discovery, consumption and next steps a easy and positive one, will win the day.

One of my favorite expressions that illustrates this evolution in B2B content is:

Lee Odden

Modular Content – Creative Repurposing for Content Marketing

Lee Odden on May 15th, 2014     Content Marketing

Modular Content

There are many content types and tactics for content marketing. Each has it’s place. Each offers unique benefits.

Creating original content on an ongoing basis can be a challenge, so most marketers practice the fine art of content repurposing.

For example, you could take a long eBook and turn it into 4 blog posts, leverage for a newsletter and excerpt it in an article submitted to an industry publication. Or you could take a speech heavy video and transcribe the text into a blog post, using screen shots for the images. You could also modify content for different target audiences, which is a form of repurposing that is more about personalization than just getting extra mileage out of your content. After creating your “reimagined” content, the common next step is to deconstruct it into micro-content for social sharing.

To optimize your online marketing performance, contact us at TopRank | ©2014 TopRank® Online Marketing | Top