TopRank Online MarketingTopRank Online Marketing Blog

Integrated Marketing


Lee Odden

Integrating Search, Social Media and Email Marketing – @Shoutlet Webinar Recap

Lee Odden on Aug 26th, 2014     Integrated Marketing

Silos Are For Farms, Not Marketing

It’s a good thing we had a team of marketing “silo busters” present for a recent webinar hosted by Shoutlet.  Not only did this triple threat of marketers help break down the barriers between SEO, social media marketing, content marketing and email marketing, but we shined a spotlight on how to integrate.

Why is integration between search, social and email important?

Simple, it works.

It works for customers and what works for customers, works for reaching your marketing goals.

The most basic of marketers have some understanding of how their customers discover information on the web. They know their buyers’ preferences for content types and topics. Most marketers also have an idea of what offers will compel those customers to take action.  When you map that customer journey out, it is inevitable in nearly ALL cases that search, social and email play a role in bringing the customer through the buying cycle.

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

Integrate Social Media Marketing With All of Your Online Marketing Efforts

Lee Odden on May 26th, 2014     Integrated Marketing, Social Media

integrated marketing social media

Integrating content across channels of discovery and engagement like social networks is an important part of optimizing for the customer experience. In fact, according to the 2014 Social Media Marketing Industry Report, 83% of marketers stated they have integrated their social media and traditional marketing activities.

Social Media contributes to all aspects of the customer journey, so integrating social media marketing with overall online marketing efforts just makes sense if you want to connect the dots for customers from education to action. But how?

I recently did an interview on this topic with Roza Tsvetkova of Komfo in Denmark and thought I’d share it here:

What is new when we talk about social integration? What is key to the integration of social media with the other online marketing efforts?

Lee Odden

Essential Digital Marketing Skills for Content Marketers in 2014

Lee Odden on Feb 24th, 2014     Content Marketing, Integrated Marketing

digital marketing skillsLike many other digital marketing agencies, we’ve been on the hunt for digital and content marketing talent on a continuous basis over the past few years. Increased demand and competition are driving the need to find people with skills that can actually create impact, vs. fuzzy “potential”.

Companies looking for agencies are in the same boat, challenged to find partners that can actually affect business goals. Sadly, there are few knights in shining content marketing armor, like our friend to the right.

In both cases, the ease of publishing online makes it easy for individuals and agencies to present expertise – whether they really have it or not.  There are a few ways to sift through the fluff and puff and one of them is knowing what skills, capabilities and experience your business actually needs.

Nicolette Beard

Print Newsletters as Content Marketing Tactic: Pros, Cons, Examples and Best Practices

Nicolette Beard on Feb 11th, 2014     Content Marketing, Integrated Marketing

Print Newsletters Mail DeliveryOne of the oldest forms of content marketing are printed newsletters that arrive by snail mail, providing valuable, information-rich content that your customers and prospects want. They can be an effective compliment to online promotions or serve niche markets where print is a preferred format.

Given the overall decrease in postal mail, a print newsletter can stand out to the recipient, unlike an online newsletter that can get lost in an already too full in-box. Conversely, due to the continuing rise of postal costs, newsletters are more likely to be concise and targeted, providing special appeal.

According to the 2014 B2C & B2B Content Marketing Benchmarks, Budgets, and Trends report for North America, B2C marketers use print newsletters with greater frequency at 29% compared to their B2B counterparts at 22%. In addition, customer retention/loyalty is cited as a top marketing goal for B2C compared to lead generation for B2B.

Lee Odden

Is Driving Traffic to Your Website Driving Customers Away?

Lee Odden on Jan 30th, 2014     Digital Marketing, Integrated Marketing, Online Marketing
Gourmet Cupcakes by Melanie

Melanie Odden Cupcakes – Optimized for Delicious

The vast majority of digital marketing seems to be focused on creating content and experiences for customers with the ultimate measure of success being increased traffic to the company website, leading to leads and sales.

It’s a reasonable approach, since company websites typically provide the kinds of information that explain what a company does, the products or services they sell and some means for collecting inquiries or conducting transactions.

But here’s the problem with that in 2014 and beyond:  Consumer trends towards content discovery, engagement and interaction have evolved way beyond the common corporate website or online store.

Buyers can get the information they need to decide on a vendor or make a transaction from any combination of devices; smartphone, tablet, computer or web destination; social network, blog, microsite, industry publication, document hosting service.

Lee Odden

5 Most Popular Digital Marketing and Public Relations Presentations of 2013

Lee Odden on Dec 30th, 2013     Integrated Marketing, Marketing PR Conferences, Online Marketing
Lee Odden

Photo Credit: Adamson Studios Photography

In 2013, I had the good fortune to share insights on the integration of digital marketing and PR at over 25 events online and off.

From San Francisco to New York to London, Madrid and Moscow, marketers all over the world are in search of answers on how to plan, integrate, implement and measure coordinated marketing messaging across multiple channels. I’d like to think TopRank Online Marketing helped move some people in the right direction.

Growing tactical expertise is essential, but understanding the customer universe and their buying experience is even more important in today’s always on, always connected, digital world. The power of influence no longer belongs to the few as social technologies and networks have begun to democratize the ability to publish, engage and inspire.

Lee Odden

Where Search Optimization Fits in The Future of Digital Marketing

Lee Odden on Dec 26th, 2013     Integrated Marketing, Online Marketing
future of digital marketing

Clever lighting at Google

As long as useful answers can be found on search engines, optimizing content for search discovery will remain a key to online success.

The degree to which marketers must align creative, technical and customer centric resources for content may vary, but optimized content is vital for reaching and engaging customers that are actively looking for solutions.

Buyers are continuously seeking answers from the web, whether it’s via PC, mobile, or tablet, at every stage in the buying cycle. So it’s important that brands ask themselves: Are your digital assets and media properly optimized to capture these visitors at every phase—from discovery to purchase?

Lee Odden

Optimizing Convergence: How to Break Down Silos Between Marketing & PR

Lee Odden on Dec 10th, 2013     Integrated Marketing

Marketing Public Relations Silos

One of the hot topics amongst the public relations world this year will gain even more momentum into 2014: convergence of digital marketing and PR.  More PR organizations are being held accountable beyond media placements including leads, sales and customer acquisition. At the same time, marketing organizations are starved for creative messaging and amplification with their content.

For some PR agencies and departments within companies, the drive towards marketing and PR integration is a substantial and uncomfortable shift. Marketers often think of PR simply as the people who you call only once you want to promote something to the media. For PR, marketing can seem like a content machine generating a spew of information, often of nominal value or newsworthiness.

Lee Odden

Integrated Marketing Simplified: Be the Best Answer

Lee Odden on Dec 5th, 2013     Integrated Marketing, Online Marketing

Integrated marketingMost marketers “get” that services like Facebook, Google and media are where customers can be attracted and engaged. They use email marketing and advertising to promote offers to convert and life is good.

At least that’s how it used to be.

The reality is that customers are becoming more complex, requiring more points of contact and information as they move through the sales cycle. Companies offering up single, direct channel promotions are finding it increasingly difficult to compete.

This is why I’m such a big advocate of taking a customer-centric view and then integrating tactics so brands can become the most logical solution when and where it matters most to buyers.

Lee Odden

12 Killer Social Media & Content Marketing Blog Posts from 2013

Lee Odden on Dec 2nd, 2013     Content Marketing, Integrated Marketing, Online Marketing, Social Media
top content marketing social media posts

Metro statue from a recent trip to Moscow

This post marks number 3,401 on Online Marketing Blog. Did you know? December is our 10 year blog birthday month!

We’ve covered a variety of topics in depth over those thousands of posts, especially the integration of search, social media and content with marketing and public relations.

TopRank’s Online Marketing Blog has been a top ranked marketing blog on AdAge 150 from day one and is the only blog to have been named the #1 content marketing blog 3 times by Junta42 (Content Marketing Institute).

Reflecting back over the past year there have been more changes in the digital marketing industry than seems reasonable to track best practices on. To help with that, I thought it would be handy to have a list of our top social media and content marketing posts based on traffic, shares and engagement.

Lee Odden

Integrating Public Relations & Content Marketing – It Doesn’t Have to be Scary

Lee Odden on Oct 31st, 2013     Content Marketing, Integrated Marketing, Marketing PR Conferences, Online Marketing, Social Media

HalloweenAt this year’s PRSA International conference in Philadelphia, a few thousand PR professionals from all over the world gathered for the latest trends and insights into the future of PR and communications.

For my part, I presented on the growing role of Content Marketing for Public Relations to a packed room of attentive and inquisitive PR and communications pros.

On top of the networking, awards and education, there was plenty of connecting with old friends. I was happy to see Shonali Burke (who is handling book PR for Robert Scoble and Shel Israel’s new book, Age of Context) as soon as I walked into the venue hotel. Shortly after we connected with Richard Bagnall (founder of Metrica, acquired by Gorkana) who came over from London.

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