Digital Marketing

Ashley Zeckman

5 Impactful Digital Marketing Takeaways from MNSearch Summit

Ashley Zeckman on Jul 2nd, 2015     Digital Marketing, Marketing PR Conferences

MNSearch-Summit-2015

In order to be an effective digital marketer, it’s imperative that you understand the role that search plays in all of your marketing initiatives. The search landscape is quickly evolving and sometimes what you need is a helping hand from some industry experts to set you down the path to success.

Amazingly, that is just what we experienced at this years MNSearch Summit. Alexis Hall, Evan Prokop, Joel Carlson, Kat Steiner and I took a leap across the river into St. Paul Minnesota for a day filled with actionable information that can be used to improve any digital marketing program.

If you were not able to attend, or maybe didn’t get to see all of the sessions that you would have liked, we’ve provided a helpful roundup of 5 of the takeaways that we believed were most impactful for digital marketers.

Ashley Zeckman

Content Marketing Rescue: 4 Tips for Saving Your Brand’s Content Marketing Strategy

Ashley Zeckman on May 11th, 2015     Content Marketing, Digital Marketing

TR CM Rescue 2

Sometimes it takes an outsider’s perspective to give us the reality check we need when it comes Content Marketing strategy.

Popular shows such as Bar Rescue, Restaurant Impossible and Kitchen Nightmares feature industry experts that come into a business, determine the issues hindering success and help the business turn it all around.

When you boil it down, brand-side Content Marketers are facing many of the same issues as these failing bars and restaurants. It often doesn’t matter if you’re a team of one or twenty, sometimes it’s time to bring in the experts. Budget, time and resources can often hinder a brand’s ability to call in for the big guns. Luckily, we’re here to help give some tough love and sound advice for brand marketers looking to revive their Content Marketing strategy. Of the many things you need to keep in mind, here are four high level priorities.

Ashley Zeckman

Behind the Curtain: 4 Tips for Creating Landing Pages That Convert

Ashley Zeckman on Apr 29th, 2015     Digital Marketing, Online Marketing

Behind the Curtain

 

Landing pages are still somewhat of a mystery to many marketers. In theory they sound simple, but it may feel like there are secrets or some mystic formula that has to be cracked in order to be successful.

Now you not only need a website that is filled with stellar content and optimized for conversion, but you must also create landing pages for different marketing tactics. The question is, how effective are they really?

According to Marketing Sherpa, 64% of marketers say that landing pages are the most effective way to test value proposition. Additionally, they’ve found that 48% of marketers build a new landing page for each marketing campaign.

Alexis Hall

5 Tips for Digital Marketing Newbies to Survive and Thrive

Alexis Hall on Mar 5th, 2015     Digital Marketing

Digital_Marketing_Newbie_Tips

Nearly 5 years ago, I walked into the TopRank Online Marketing offices eager to start my first day. To say I was nervous would be an understatement. I was sure that the team could all tell that I was a total digital marketing newbie.

Those first 8 hours were both exhilarating and overwhelming. Lingo that I had never heard of was flying fast around me (what did a Panda have to do with marketing and what was a MQL?). I felt both intimidated and impressed by the smarts, expertise and experience of those around me. And I remember thinking, would this ever be me?

Since then, TopRank Marketing has changed and grown in many ways, just like I have. In fact, TopRank has doubled in size in the past year and will soon be moving to a larger office space.

Lee Odden

Interview: Sonia Simone of @Copyblogger Media #authority2015

Lee Odden on Mar 3rd, 2015     Digital Marketing, Interviews, Marketing PR Conferences

Sonia Simone Interview
I am very happy to post the first in our series of interviews with featured speakers at the upcoming Authority Rainmaker conference (May 13-15 in Denver) with none other than Sonia Simone of Copyblogger Media.

Sonia is the co-founder and Chief Content Officer at Copyblogger, where she writes about marketing, entrepreneurship, and how to create better relationships with customers. At the Authority Rainmaker conference, you’ll be able to see her presentation, “Dr. Evil’s Guide to Landing Page Design”.

In this interview, Sonia shares what authority means to her, examples of authoritative brands and advice for marketers and business owners on how to create their own authority.

As Chief Content Officer of Copyblogger Media you are clearly an authority on content and content strategy. Was that a conscious decision or is it a consequence of your professional interests and career?

James Anderson

Best Marketing Advice Ever from Symantec, Kraft, Marriott, Google, Motorola, Condé Nast

James Anderson on Feb 16th, 2015     Digital Marketing

Best-Marketing-Advice

Last month, we published Worst. Marketing. Advice. Ever. Top Brands Share All. There were some doozies on that list – some of the worst marketing advice our group of influencers ever received. Thank you to our readers that left even more examples of bad marketing advice in the comments – some funny ones too.

I was inspired to put the list together after reading through the countless advice / new years resolutions posts in early January. Ever the contrarian, I couldn’t help but focus on the opposite. I asked, what is the WORST advice you’ve ever received.

In the process of putting together that post, however, I couldn’t help but wonder … what would these same experts say is the BEST piece of marketing advice they have received?

A T

5 Ways to Build Digital Marketing Expertise

A T on Feb 10th, 2015     B2B Marketing, Digital Marketing

Build-Marketing-Expertise

You know all those articles about secrets of successful people? About how entrepreneurs sleep 4 hours a night and don’t eat solid food? They feed into all of our desires to be successful overnight. But success in life or your career is less dependent on luck or tricks as it is a product of practice and hard work.

Whether you’re a client-side marketing coordinator, an advertising agency VP, or a freelance SEO contractor, you need to constantly work on your skills to maintain value as an employee. In marketing especially, there are new technologies, tools, and industries popping up each year, so it’s extra important to be vigilant about your abilities.

James Anderson

Social Media Advertising for Content Marketers: Insight from Salesforce’s ‘2015 State of Marketing’ report

James Anderson on Jan 19th, 2015     Digital Marketing, Facebook, LinkedIn, Social Media, Social Media Advertising

Social Media Advertising

Salesforce recently released its annual “State of Marketing” report, in which the company surveyed 5,000 marketers worldwide. Results of the survey point toward a significant investment in social media advertising in 2015.

According to the CRM company’s report (gated download), 70% of marketers will spend more budget on social media advertising this year. As numbers of customers on social channels increases, it is increasingly imperative, as the survey results show, to have a social media marketing strategy in place.

It is clear that digital marketers are increasingly valuing social media advertising to help promote their content marketing efforts. In 2014, 25% of marketers saw social as a critical enabler of products and services. The number leaps to 64% in 2015.

Evan Prokop

Where Does Search Fit in Digital Marketing in 2015?

Evan Prokop on Jan 12th, 2015     Digital Marketing, Search Marketing

search

What does search fit in your digital marketing program? If you answered ‘with the SEO department’, you’re certainly not alone, as many marketers and businesses owners still use the traditionally siloed approach to search marketing, leaving the SEO folks to do their work, separate from the social, paid and content marketing teams.

However, in the ultra-competitive world of search marketing, integration of tactics under a unified digital marketing strategy is becoming more important than ever.

Similar to mobile accessibility, 2015 is the year when integration of search with the overall digital marketing strategy will increasingly move from a ‘nice to have’ to an essential. Brands that embrace an integrated approach will be rewarded.

Lee Odden

Marketing Prediction Overload: 200 Plus Digital Marketing Predictions for 2015

Lee Odden     Digital Marketing

digital marketing trends

What’s around the corner for digital marketing in 2015?

Answers to that question seems to be in abundance as we close out 2014 and look for affirmations of plans for the coming year. From social media to mobile to big data and predictive analytics, there are preparations, pontifications and predictions being advocated everywhere you look.

I think more than a few marketing executives are wondering right now how much they should pursue “what’s next” vs. performance optimization of their existing marketing. Tentativeness is easy to understand since SEO has been “dead” and it’s been the year of mobile for the past 5 years.

Shifts in technology and changes in consumer behaviors are relevant areas of focus for both “what’s next” and for optimization of current marketing performance.

James Anderson

Content is not just a platform: Why I left journalism and joined TopRank Marketing

James Anderson     Content Marketing, Digital Marketing

stack-of-newspapers

[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

5 Essential Skills for Digital Marketing Consultants

Lee Odden     Digital Marketing

digital marketing skills

Much of today’s digital marketing consulting is about data: goals, KPIs and performance metrics. Processes and technology also play a big part, serving as a point of differentiation for many digital marketing agencies and consultants.

The consulting business can be a tricky one because not all business marketing problems are clearly defined and even fewer require simple cause and effect or linear solutions. There are almost always contextual differences between various stakeholders and multiple dependencies, outside forces and differing agendas to deal with as well. Sounds like a fun career, doesn’t it?

The fast pace and increasing complexity of the digital marketing consulting world requires more than functional expertise, best practices and the ability to analyze and optimize data. All too often, the soft skills of consulting are omitted or inconsistent causing misinterpretation, ineffective insight and unmet expectations.