Lee Odden

12 Ways to Crush the Competition with Content from Events

Crush Competition Events

Creating engaging content on a consistent basis in the face of information overload pretty much sums up many of the top content marketing challenges companies are facing today.

Virtually every company in business is creating content of some kind and many of those same companies are attending industry conferences too. Imagine being able to solve a big part of your content marketing problems while getting even more value from industry event investments!

That’s what this post is about.

Here are 12 things you can do to create content before, during and after events in ways that will distance your content brand from the competition without adding new resources to your marketing team. That is, assuming your competition is not also reading this post.

Ashley Zeckman

How Does Katie Martell of Cintell MAKE Marketing Magic? #MPB2B

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Our biggest job as marketers is to lead customers to the conclusion that we are the best answer for their business problems. The first step in leading your customers down the logical path to choosing your company, is understanding who they are, what they care about and the things that impact their purchasing decisions.

Creating buyer personas can help you identify your best customers and create a marketing strategy that targets their needs. Recent research has found that incorporating buyer personas made websites 2 – 5 times more effective and easier to use by targeted users.

Ashley Zeckman

How Does Mark Schaefer MAKE Marketing Magic? #MPB2B

Ashley Zeckman     B2B Marketing, Marketing PR Conferences

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If someone asked you what your mission is as a marketer, what would you say?

My response would go something like this: To create a meaningful connection with customers that engages them with my businesses and encourages them to take the next step in working with us. I’d venture to say that many of you out there would have a similar response. However, even with all of the tools at our disposal today, this mission is much easier said than done.

In fact, 60% of marketers are still struggling to produce engaging content, but 72% have it at the top of their list to focus on in the future.

Ashley Zeckman

How Does Uberflip’s Hana Abaza MAKE Marketing Magic? #MPB2B

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Individuals that are new to B2B marketing often make the mistake of marketing to target businesses, instead of the individuals within the business. Unfortunately, more seasoned marketers are sometimes guilty of the same blunder. Understanding how best to target and personalize marketing isn’t always easy, and can require additional training and direction from industry experts.

The upcoming MarketingProfs B2B Marketing Forum (October 20 – 23) will help newbie and experienced B2B marketers alike find their way through the clutter to create marketing programs that truly speak to the needs of their customers. We had the fortunate opportunity to partner with MarketingProfs to bring you insights from some of the top speakers that will be presenting at the upcoming conference.

Ashley Zeckman

How Does LinkedIn’s Jason Miller MAKE Marketing Magic? #MPB2B

Ashley Zeckman     B2B Marketing, Marketing PR Conferences

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Effective content creation requires more than setting goals, implementing a strategy and creating your assets. For content to really be great, your audience needs to see it. One of the most effective content promotion mechanisms is the use of social media.

MarketingProfs and Content Marketing Institute recently found that LinkedIn is the most effective social media platform for B2B marketers to distribute and promote content marketing assets. Instead of searching through countless websites looking for best practices, we’re taking you straight to the source.

We have partnered with MarketingProfs to bring you insights from some of the top speakers that will be presenting at MarketingProfs B2B Marketing Forum (October 20 – 23).

Lee Odden

Why It’s Time for More Participation in B2B Content Marketing

participation b2b marketing

B2B brands are answering the call to become publishers with a significant increase in content hubs exemplified by pioneers like American Express OPEN and Adobe’s CMO.com and others including:

  • Intel IQ
  • Think with Google
  • Dell’s Power More
  • GE’s World in Motion
  • SAP’s Digitalist Magazine

Content Hubs

While those are all great examples, there’s an important question: Can your business really afford to hire the kind of editorial team to create this quantity of quality content at the cadence of a business publication?

Many practical marketers will say no.

The trend towards brand publishing in combination with self directed buyers guiding their way through the sales process with content creates an interesting conflict between the need for an up level on quality content production with a corresponding increase in content creation resources.

Ashley Zeckman

TopRank Marketing Top Takeaways & Speaker Quotes from Content Marketing World

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Content Marketing World is the largest content marketing conference in the world. To say that the team from TopRank Marketing was excited to attend, is putting it lightly. Lee Odden, Alexis Hall, Josh Nite and I made the journey to Cleveland to learn from some of the best and brightest content marketing minds in the industry.

In a perfect world we would have been able to attend every session, but we consumed, live blogged and shared all that we were physically able to do. Below are some of what we considered to be the top takeaways and best speaker quotes from Content Marketing World 2015.

Top Content Marketing World Takeaways

Lee Odden – Participation Marketing Must Have’s

Lee-Odden-TopRank-CMWorld-2015

Ashley Zeckman

Break the Cycle of Content Marketing Addiction: Turn Regular Content Into Extraordinary Success

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“Our content marketing success is not defined by the height of our peaks…it’s defined by the depth of our valleys.” – Andrew Davis

Andrew Davis the author of “Brandscaping: Unleashing the Power of Partnerships” has such an infectious energy that it is impossible not to sit up and listen when he is speaking. Last week, I had the pleasure of sitting front and center for Andrew’s presentation at Content Marketing World. Sadly, none of the Muppets from his previous work made a cameo, but this was by far one of my favorite sessions at the content rich conference.

According to Andrew, companies need to start rethinking the way that they “do” content marketing. This means breaking the cycle of content marketing addiction that plagues many of today’s marketers.

Alexis Hall

5 Tips to Help You Become a Prolific Content Creator

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The demand for consistent content creation has forced many marketers to take shortcuts. Shortcuts may enable you to get to an outcome faster, but it is often a worse outcome. Using shortcuts to create more content faster can help you to achieve more volume, but at some point, the quality goes through the floor.

Quantity and quality are not opposites. They can exist simultaneously. In fact audiences today demand that they do. To meet that demand, Jay Acunzo, Vice President of NextView Ventures, identified in his presentation at Content Marketing World 2015, that you must be, or nurture in your organization, the prolific content creator.

Being a prolific content creator doesn’t just mean creating more “stuff”, working faster or tapping into some secrets of the interwebs. Being a prolific content creator is something different. According to Jay there are 5 things which prolific content creators do really well in order to achieve the elusive quality and quantity of content.

Ashley Zeckman

4 Ways Brands Can Use Creativity & Comedy to Create Award-Winning Content Marketing

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“For those of you that think comedy won’t work for your brand, ask yourself: will it work for your customers?” – Tim Washer

Most the time, if you ask a group of people “do you like to laugh?” 100% of your audience will respond with a resounding “Yes!”. Seeing that, you’d assume that incorporating comedy into your content marketing would be a no-brainer, but that’s much easier said than done.

There is often the struggle between knowing how far to take humor, and incorporating comedy that speaks to your larger audience. Last week, Tim Washer of Cisco Systems provided a giggle inducing presentation at Content Marketing World aimed at helping marketers smartly inject comedy into their content marketing programs. Here are 4 ways according to Washer:

Joshua Nite

How Blackberry is Activating Employees as Brand Ambassadors with Content Marketing

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One of the most important audiences for content–the people who can make or break the success of your organization–is also the toughest audience to impress. They know your company inside and out. They have highly evolved B.S. detectors. They are the ones who decide whether what you say about your brand is true.

This crucial audience is your organization’s own employees. Enthusiastic and engaged employees can boost revenue, increase job creation, even increase the appreciation of your stock. Are your employees passionately bringing your story to life?

Type A Communications President Carla Johnson and BlackBerry’s Senior Vice President of Marketing Mark Wilson took the stage at Content Marketing World last week to discuss how we can bring the skills and strengths we have as marketers to address our internal audience. Mark used examples from BlackBerry’s internal marketing program to illustrate how to turn employees into brand ambassadors.

Joshua Nite

John Cleese: Creativity, Imagination & Tortoise Enclosures #CMWorld

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The incisor growth rate of an average beaver is 32 feet per year.

The hatchet fish is the only creature with eyes on its wrists.

And now for something completely different…

John Cleese–actor, comedian, and 1/5th of Monty Python–started his presentation with the preceding two useful facts. Having armed the audience with knowledge, he proceeded to disarm us with his wit and wisdom.

“If you listen to what I’m going to say,” he began in earnest, “I guarantee by the end of this you will be more creative than you are now.” It was a bold statement, but entirely believable (far more so than the hatchet fish claim) from the man who gave the world the Ministry for Silly Walks and the Dead Parrot Sketch.