Lee Odden

Influence and The Mighty Impact of Chocolate Chip Cookies

Lee Odden on Feb 15th, 2017     Guest Posts, Influencer Marketing

Everyone is influential about something and if you want to be the “best answer” for that thing, then you should really read Mark Schaefer’s new book, Known. Today I’m sharing a very rare thing: a guest post. To celebrate the recent launch of Known, Mark has put together this preview for you.

For the past two years I’ve been obsessed with answering a single question: Can anybody become known in the world today?

Why would I be obsessed with something like that? Because I’ve come to realize that so many of our professional and personal goals have become tied to this idea. What about you? What do you want to do next in your life?

Do you dream of writing a book or beginning a speaking career?

Lee Odden

The Key To Unlocking the ROI of Enterprise Influencer Marketing

Lee Odden on Feb 13th, 2017     Influencer Marketing

Unlock Influencer Marketing ROI

Influencer marketing gained substantial attention and momentum amongst marketers in 2016. Judging by the start of this year, it will be an even hotter topic in 2017. But for all the potential of adding influence to the marketing mix, there are also significant challenges.

With pure pay-to-play and one-off campaign practices distracting marketers from finding the true value of influencer relationships, misconceptions remain.

To bring clarity to the hype, our content marketing agency, TopRank Marketing, along with influencer relationship management software company Traackr, teamed up to investigate how the practice of influencer marketing is evolving within leading enterprises around the world. We surveyed 102 brand strategists and marketers from companies that include American Express, 3M, and Microsoft. We also commissioned Brian Solis, principal analyst at Altimeter Group, to analyze the data and outline what’s working with current influencer marketing practices, what’s failing, and, most importantly, to predict their evolution.

Lee Odden

Digital Summit Phoenix – Supercharge Your Content with Influencer Marketing

Lee Odden on Feb 2nd, 2017     Content Marketing, Influencer Marketing

influencer marketing

Let’s just get this first bit out there: Later this month I will be the closing keynote at a conference where Beverly Jackson from MGM is the opening keynote. BAM! Seriously, Beverly is the epitome of “supercharged” and is a can’t miss speaker.

On top of that, Apple co-founder Steve Wozniak will be keynoting as well.

I feel pretty lucky. In fact, I feel supercharged! Maybe after reading this post, you will too.

Digital Summit Phoenix

Of course I’m talking about Digital Summit Phoenix, February 22-23. This is my first time speaking at Digital Summit and I’m really looking forward to it for a few reasons:

Lee Odden

Influence 2.0 – The Future of Influencer Marketing Research Report 2017

Lee Odden on Jan 26th, 2017     Influencer Marketing

influencer marketing 2.0
What does “influencer marketing” mean to you?

Are you thinking of celebrities posting product photos to Instagram? Or having a famous YouTuber run a contest for a meet and greet at an event? Why not send products to bloggers in the hopes that they’ll do a review and say nice things?

Surely that’s not all enterprise marketers think of when it comes to the possible outcomes with influencer relationships.

The promise of brands collaborating or outright paying influential individuals to create content that lifts the brand’s credibility and reach to sell more products is something that companies of all sizes have been hot on – especially in the past 12 months.

With a groundswell of interest, there are many divergent interpretations of what influencer marketing really means.

Caitlin Burgess

6 Influencer Marketing Lessons Marketers Can Learn from Journalists

Caitlin Burgess on Jan 5th, 2017     Content Marketing, Digital Marketing, Influencer Marketing

As some of you regular TopRank Marketing Blog readers may know, before making my way into the world of digital marketing, I was a journalist covering the wild news happenings in a handful of Twin Cities metro towns.

While I wore many hats during those days—from reporter to managing editor to social media maven—building strong community connections was probably the most important hat of all.

Truly, the people I engaged with were more than connections. They were lifelines. They represented untold stories, interesting perspectives, inside scoops and friendly gateways to new sources, allowing me to craft quality news pieces that people actually wanted to read, share and talk about.

Now as a digital marketer, my community connections and sources often go by a new name: influencers.

Lee Odden

2017 Trends for CMOs: Ignite Content Performance with Influencers

Lee Odden on Jan 2nd, 2017     Content Marketing, Influencer Marketing

Companies launching into new markets often spend substantial budgets on advertising and PR in order to create awareness. These investments can be significant when there is no existing affinity between the brand and the solution in target markets.

For example, Orange France faced this challenge when launching Homelive, a connected home management platform for IoT devices. Turning to their influencer marketing platform, Traackr, the company identified and engaged influencers in new communities outside of high tech and marketing to include lifestyle design and connected home. These influencers were engaged to create reviews on their blogs and inspire social traffic.

Ashley Zeckman

The Future of Influencer Marketing: Top Predictions for 2017

Ashley Zeckman on Dec 22nd, 2016     Influencer Marketing, Online Marketing

2017-influencer-marketing-predictions

The buyer journey has changed, and will only continue to evolve. Clean funnels that marketers used to use to determine their digital marketing strategy are a thing of the past.

Today’s consumers can take many different paths (at their own pace) to discover the products and solutions that work best for them. This can create a lot of unpredictability for marketers struggling to keep their head above water.

For marketers trying to do more with less, or connect in a more meaningful way, influencer marketing can be an extremely effective method.

Influencer Marketing is the practice of developing relationships with connected internal and industry experts to co-create content of mutual value to achieve measurable business goals.” – TopRank Marketing

Ashley Zeckman

A Year in Blog Posts: TopRank Marketing’s Most Popular Influencer Marketing Posts of 2016

Ashley Zeckman on Dec 19th, 2016     Influencer Marketing, Online Marketing

top-influencer-marketing-posts-2016

If you’re a marketer and haven’t been living on another planet for the past few years, influencer marketing is a term that you’re familiar with. The increasing popularity of influencer marketing has brought every person out of the woodwork sharing their “expertise” and trying their hand at building a program.

In fact, 84% of marketers plan to run influencer marketing programs within the next year. If you fall into that 84% or have already kicked off your influencer marketing initiative, there are some things you need to know.

First and foremost, you need to have a strategy for your influencer marketing program. That strategy should include building relationships with influencers that have mutual interests, audiences and goals.

Caitlin Burgess

9 Sizzling Influencer Activation Tips from Lee Odden #MPB2B

Caitlin Burgess on Oct 21st, 2016     B2B Marketing, Content Marketing, Influencer Marketing

lee-odden-mpb2b-16

Influencer marketing is an incredibly hot topic in the marketing world—and it’s not hard to see why. Influencers add insight, credibility and authority to the content they help create, and they also have the potential to bring that content to a new audience.

But what makes someone influential? Is it popularity? Is it celebrity? Is it the fact that they have niche expertise? And how do you identify, activate and continue to build on your relationships with influencers?

During his Sexy Hot B2B Influencer Activation session at MarketingProfs B2B Marketing Forum, TopRank Marketing CEO Lee Odden delivered a presentation packed with actionable tips, tools and examples that answered all these questions and more.

Lee Odden

50 Top B2B Marketing Influencers

Lee Odden on Oct 18th, 2016     B2B Marketing, Influencer Marketing

b2b marketing influencers

First of all, Happy 10th Birthday to our favorite B2B Marketing Influencer, Ann Handley and the MarketingProfs B2B Forum team!

Time flies when you’re working hard, smart and with style – just like Sharon Hudson, Julie Pildner and their team have been for so many years to create a great experience for B2B Forum attendees.

There are a very small number of industry conferences that I look forward to attending year after year and the B2B Forum is at the top of that list. Many other B2B marketing practitioners and leaders that feel the same way and that’s why the content is so good year after year. MarketingProfs has built something solid both in terms of the event and the community.

Joshua Nite

[eBook] Influencer Marketing: It’s Time to Get Real

Joshua Nite on Oct 12th, 2016     Content Marketing, Influencer Marketing

influencer-marketing-in-real-life
If you’re interested in influencer marketing, let’s do a little thought exercise:

Imagine being invited to a party full of influential people. The moment you walk through the door, you approach the first famous face you recognize and say, “Hey, I just met you and this is crazy, but can you help me move this weekend?”

Imagine the stunned silence…the sideways glance…the “And you are…?” that is sure to follow. The hardest thing to imagine would be that strategy succeeding.

In real life, we take time to get to know someone before asking them for a favor. We take an interest in them as a person. We try to do something nice for them. After a good long time, we might lay a big ask on them—once we could make a compelling case for doing so.

Lee Odden

Where to Learn About Influencer Content Marketing in Europe & the U.S.

influencer content marketing
As a fast growing content marketing agency, especially when it comes to working with influencers, TopRank Marketing has experienced great growth this year working with new clients in the U.S. and abroad.

To continue building awareness of the great work my team has been doing and to share the insights I’ve learned as an active practitioner and strategist, I will be giving keynotes, solo presentations and workshops in 4 different countries over a 60 day period during October and November. Of course I will be joined by an excellent cadre of talented and experienced marketing speakers covering a range of topics, so each event is a great opportunity to learn, network and get inspired for 2017.