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Eliza Steely

Where Search Fits in the Digital Marketing Mix – 12 Lessons from Lee Odden Keynote at MnSummit

Eliza Steely on Jun 30th, 2014     Marketing PR Conferences, Online Marketing

Be the Best Answer - Lee Odden Keynote

I am one of the last generations that will be able to remember what it’s like to not have technology in school.

We didn’t text. We passed notes. Our really crappy handwriting scrawled across lined paper that was folded so small we were convinced the teacher couldn’t see it as we threw or passed it back and forth. Rumors, quizzes, and small talk would whiz around the room until class was done. Then, the written conversation was over until tomorrow.

If we wanted to research something we did one of three things: asked someone else or begged our parents to tell us so we wouldn’t have to do option number three—look it up in the dictionary or the library.

Eliza Steely

18 More Amazing Search & Digital Marketing Takeaways from #MNSummit

Eliza Steely on Jun 27th, 2014     Online Marketing, Other Events

#mnsummit

Personally, public speaking scares the crap out of me. People staring at me for almost an hour, trying to not stutter or talk too fast, and striving to meet the expectations of a session description would turn me red and shaky for hours.

Apparently, none of the MN Search Summit speakers are subject to those nerves (or if they are, they hid it with the skill of a magician).

Since early this morning our team has been bustling around the University of St. Thomas listening to speakers from brands like TopRank Marketing clients LinkedIn and Dell as well as Moz, Distilled and several others. Each session was full of advice, tips, tools, and laughs—no shaking or red faces.

Eliza Steely

15 Snippets of Digital Marketing Advice from #MNSummit

Eliza Steely on Jun 27th, 2014     Online Marketing, Other Events

#mnsummit @toprank

HOOOOOOOOONK.

That’s how our morning started—honking cars as we inched our way through the rush hour traffic moving towards downtown Minneapolis. The gorgeous peach-colored sunrise coupled with the intoxicating smell of coffee helped us relax despite the stress of a morning commute.

Today’s drive was different than the rest. Instead of driving to our offices with views of Lake Minnetonka and the occasional deer, we headed into the bustle of the University of St. Thomas to attend the inaugural Minnesota Search Summit— an event focused on search, social media and digital marketing.

Fourteen of my TopRank coworkers and I are spending the day hearing advice from local experts, gleaning insights from industry thought leaders, and networking with some of Minneapolis’s savvy online marketers.

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

What Makes a Business and Marketing Conference Great?

Lee Odden on May 14th, 2014     Marketing PR Conferences, Online Marketing

Marketing Conference

According to the Convention Industry Council (pdf), in 2012 there were over 1.8 million business meetings, events and conferences held in the US attended by 225 million participants generating over $280 billion in spending. The volume of participants has grown 10% since 2009.

Clearly, the business conference industry is booming. The number of marketing and communications conferences alone is overwhelming compared to when I started attending and speaking at conferences in 2005.

Attending and speaking at business, marketing and client user conferences is a big part of our marketing and while there are changes with so many new, niche events popping up, I don’t think our conference participation will change. The challenge is, with so many conferences to choose from, which events provide the best return on investment? What makes a great business conference?

Lee Odden

Content Marketing Trifecta: How to Repurpose, Reuse & Refresh Content – Intel’s @PamDidner at #C2C14

Lee Odden on May 7th, 2014     B2B Marketing, Content Marketing, Marketing PR Conferences

repurpose content

We all know the importance of creating original content, but the reality is, it’s hard.

Out of necessity many content marketers have developed their skills at “re-imagining” (h/t Ann Handley) their content to extend the life and value it can deliver.

Beyond the value extension of content through repurposing is the function of personalizing content for different markets and using a modular approach to segmenting useful information for specific audience targeting. Reusing content is efficient and it’s also effective when architected through a smart strategy that sees beyond simply publishing the same thing 3 ways.

At the B2B Content2Conversion conference in New York this week, my friend Pam Didner (Global Integrated Marketing Strategist at Intel) gave an excellent presentation on repurposing content.

Lee Odden

Where to Learn About B2B Social Media, Influencer Content Marketing, Future of Digital PR & SEO

Lee Odden on Apr 16th, 2014     Marketing PR Conferences, TopRank Agency News

TopRank Speaking Events Q2 2014

During the first 3 months of 2014, I’ve had a great opportunity to connect with marketers from London to Las Vegas sharing best practices and learning what’s on the mind of the marketing and PR community.

Those experiences have helped me take the temperature of what marketers questions are so I can apply those insights in our consulting and for future presentations. Topics that seemed to be high in demand include working with influencers in combination with content marketing and social media.  

As popular as content and social media marketing are in terms of increasing budgets and implementations, many marketers are still wondering about best practices and how to get the most from their investments. This was clear from all the questions and follow up engagement I received from recent events like ClickZ Live in New York and the Marketo Marketing Nation Summit in San Francisco.

Lee Odden

10 New Media Trends Shaping the Lives of Modern Consumers – Keynote with Randi Zuckerberg #CZLNY

Lee Odden on Apr 1st, 2014     Digital Marketing, Marketing PR Conferences

Randi Zuckerberg

The opening keynote at ClickZ Live New York started off with an introduction from John Barnes, Managing Director, Digital & Tech at Incisive Media.

The featured speaker, Randi Zuckerberg (sister to Facebook founder Mark Zuckerberg in case you’ve been off the grid for a few years) provided an overview of her experience at Facebook during the early days and highlighted what made the initial DNA of the company work to help it grow. She also shared some good humor and a list of 10 new media trends that are posed to impact consumers and the way we market to them.

Lee Odden

Overview of Today’s Digital Marketing Landscape – Lauren Vaccarello #czlny

Lee Odden on Apr 1st, 2014     Digital Marketing, Marketing PR Conferences, Search Engine Strategies

Lauren Vaccarello

It’s April Fools day today but there was no fooling attendees of the first ClickZ Live conference in New York who attended the pre-keynote presentation offering an overview of the current digital marketing landscape given by Lauren Vaccarello, VP of Marketing of AdRoll.

A surprising number of attendees showed up at 8am for this preview of digital marketing and Lauren did a great job giving introductory information on everything from Paid Search to Email to Retargeting. If you’re not sure whether mobile makes sense or what retargeting is, read on.

Looking back on the history of digital marketing from the first clickable ad in 1993 to the founding of Google in 1998 to the start of Facebook in 2004, few people could have guessed how big and influential they would turn out to be. And who would have predicted the popularity of  Snapchat or What’sApp being purchased for $19 billion?

Evan Prokop

Wrap Up: Waves to Remember from Social Media Marketing World 2014

Evan Prokop on Mar 31st, 2014     Marketing PR Conferences, Online Marketing, Social Media Marketing World

Social Media Waves

Social Media Marketing World (SMMW14) was quite a ride for over 2,000 people from 40 different countries that attended, especially the team at TopRank Online Marketing.

From an opening night reception on an aircraft carrier (The USS Midway) to surfing lessons to over 120 different speakers presenting across 5 to 6 different tracks, this event was one of the biggest mackers of social media conferences. (macker is surfer for “big wave”).

I’m happy to share that TopRank was actually the first and sole media sponsor for SMMW14 and our CEO Lee Odden gave a captivating presentation to a packed room as you can see below. Lee’s talk focused on how content plus an influencer network can help grow your business using the SMMW14 conference eBook he co-created with other speakers as a practical example. Both the eBook and the presentation were mentioned throughout the conference by other speakers, attendees and of course the lightning-paced conference Twitter stream.

Emily Bacheller

Measuring Social Media ROI – Brands Pull Back the Curtain at #SMMW14

Emily Bacheller on Mar 30th, 2014     Social Media, Social Media Marketing World

A panel discusses social media ROI

Marketers are increasingly faced with the challenge of proving the monetary value of social media marketing to the C-suite. Since social media is typically less of a sales tool and more of a means of nurturing new leads and maintaining a relationship with current customers, putting a price tag on social media can be a difficult thing to do.

The C-Suite will always be concerned with profit, so it’s imperative that marketers can either prove that social media is making their brand money by generating new leads or saving their brand money though customer retention.

Nick Robinson of SAP, Scott Gulbransen of DSI (formerly of H&R Block) and Lewis Bertolucci of Humana were all faced with the challenge of measuring social media ROI for their respective companies. At Social Media Marketing World, these big-brand marketers shared their secrets for measuring social media ROI in a session moderated by social ROI expert Nichole Kelly:

Emily Bacheller

24 Social Media Tools To Boost Your Marketing Performance #SMMW14

Emily Bacheller on Mar 30th, 2014     Social Media, Social Media Marketing World, Social Media Tool

Ian Cleary SMMW14

It appears that Ian Cleary is the King of Social Media tools. With new social media marketing tools coming on the market just about every day, Ian is one of the people you can rely on to test them all – from free to paid.

We’re thrilled that he shared his knowledge of tools with us at Social Media Marketing World this year and now I’ll share them with you.

Tools to Target the Right People

As Ian says, don’t sell hot dogs at a vegetarian conference. You have to know your audience before you can market to them successfully. The social tools below will help you identify and engage with active fans, influencers, and industry relevant people to follow.

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