Lee Odden

Digital Summit Phoenix – Supercharge Your Content with 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     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

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

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     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     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

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 2016

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

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.

Ashley Zeckman

How to Win Social Friends & Influence Your Customers @LeeOdden Keynote

Ashley Zeckman     Content Marketing, Influencer Marketing

How to Win Social Friends and Influence Your Customers

In his keynote at the Social Media Rockstar event yesterday, TopRank Marketing CEO Lee Odden opened with a heartwarming story about building influence.

For anyone who doesn’t think that building influence is something they can do, this story is a must hear (or in this case, read).

The story is about a fifth grader named Sam. Sam is an influencer. An aspiring author, Sam decided to write a book and include some of his classmates as characters. To make editing and collaboration easy, Sam wrote his book on Google Drive and shared it with his classmates, asking them to review and make edits. This small ask quickly became a competition in his classroom to be included in the story and to be involved in the project. Sam become the center of attention. Sam become influential.

Ashley Zeckman

The Microsoft Factor: Scaling Influencer Marketing to Transform a Global Brand #CMWorld

microsoft-influencer-marketing

Influencer marketing has proven to be a very effective way for brands large and small to build credibility and trust with their audience. However, many influencer marketing programs fail before they even get off the ground. But why?

There are many reasons that these programs don’t work according to Traackr CEO Pierre-Loïc Assayag in his presentation with Microsoft’s Amanda Duncan and Eve Psalti at Content Marketing World. These reasons include:

influencer-marketing-not-successful

Often times, these transient interactions with influencers yield limited results. Think of it like a lot of first dates that don’t develop the relationship further or lead to a marriage.

True influence is based on trust and built on relationships. And the secret to influencer marketing ROI is to play the long game. But how do you scale intimacy?