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Alexis Hall

3 Ways to Use Multi-Channel Analytics Reporting for Better Content Marketing

Alexis Hall on May 2nd, 2013     Content Marketing, Online Marketing, SEO, Social Media, Web Analytics

multi-channel marketing analyticsThe average consumer goes through more than five touch points with an ecommerce business before they convert. This number is trending upward, as companies and customers continue to interact across a greater number of platforms. B2B companies, with often greater price points and a longer buying cycle, may find the number of interactions with prospects prior to conversion even higher.

Good content marketers know that integrated, consistent messaging is critical across multiple digital platforms.  It allows us to connect with our customers how – and when – they expect to connect with us.

With so many touch points between first contact and conversion, how are companies able to break through all of the data within analytics? We need to determine not only which channels are most effective, but also how to customize marketing activities to the behavior and preferences of the audience in that channel, at that point in their decision.

Lee Odden

Drive More Demand for Your B2B Business with Optimized & Socialized Content Marketing

Lee Odden on Apr 22nd, 2013     Content Marketing, Marketing PR Conferences, Online Marketing, SEO, Social Media

Optimize Socialize B2B Content Marketing

With 9 out of 10 B2B marketers using content marketing, competition for attention is more fierce  than ever. The constant battle with Google algorithm and indexing updates and the masking of useful data against which to optimize has caused many ambiguities when it comes to implementing traditional SEO advice.

That doesn’t mean search doesn’t warrant top priority. Search is core to finding answers in daily business life: Google handles 100 billion queries monthly and 16% of those queries have never been seen before. According to a recent DemandGen report, 81% of B2B buyers start their journey to finding solutions through search.

That means there are huge opportunities for continuous optimization of content performance in search to attract, engage and convert. Great SEO strategy also contributes to great user experience, so it should play an essential role in every digital marketing mix.

Miranda Miller

Never Miss an Opportunity to Engage: Social Marketing Tools to Connect with Influencers

Miranda Miller on Apr 17th, 2013     Online Marketing, SEO Tools, Social Media Tool

Engage influencers with social toolsThis month, we learned that although 65% of brands participate in influencer marketing, just 10% of total digital marketing spend goes to social, which includes influencer marketing. Some have cried, don’t people see the opportunity? Why aren’t they spending on influencers!

Technorati Media’s 2013 Digital Influence Report shared the above insight, as well as the fact that a mere 6% of social spend is allotted to marketing to influencers. This doesn’t signal a problem to me at all. In fact, it’s an indication that while influencer marketing is recognized as a valuable piece of the online marketing puzzle and many practice it, it doesn’t require a great deal of budget to accomplish. That, friends, is what we call an opportunity.

Evan Prokop

Marketing Automation Software: Tips for Choosing the Right Solution

Evan Prokop on Apr 9th, 2013     Online Marketing, SEO Tools

How to choose the right marketing automation software solutionMarketing software must be powerful and versatile enough to accomplish specific tasks and automate processes, yet also user-friendly and scalable. The purpose of automation is to help you save time, increase revenue, improve communication and better measure the return on your investment in all marketing activities. However, the right solution for your company must also integrate with your existing solutions and be manageable by the people expected to input data or make sense of the output.

All of these considerations make choosing the right marketing automation software a serious task and not one to be decided on a whim. As an account manager at TopRank, I am often asked to recommend, set up, and manage marketing automation software for our clients. One of the major lessons I’ve learned is that it’s important to choose a platform that is not only within your budget now, but will continue to meet your company’s needs down the road.

Lee Odden

5 Online Marketing Essentials for Small Business Marketers

Lee Odden on Mar 26th, 2013     Blogging, Content Marketing, Online Marketing, SEO, Social Media

America the Digital

As new businesses are started every day across the U.S., many of those entrepreneurs are grappling with the realities of how to market their ideas, products and services.

Limited resources and an overabundance of options requires filtering and prioritization when it comes to where marketing investments are made, whether it’s content, blogging, social media, or SEO.

Common questions include: What to measure? What if it fails? What should we outsource?

Here are a few answers to those questions that I was asked as prep for an interview:

What advice do you have for business owners or entrepreneurs who are staying out of blogging and/or social because they don’t feel they can produce enough content on a regular basis to keep things interesting?

Lee Odden

The Incredibly Useful Value of Links Beyond SEO by Dixon Jones

Lee Odden on Jan 29th, 2013     Guest Posts, Link Building, Online Marketing, SEO Tools

links beyond SEOWhether it was at SES London or one of the many other search marketing conferences in the U.S., I’ve always been able to count on Dixon Jones for great advice on link building. Dixon was recently recognized for his content contributions to the online marketing world in our Top UK Online Marketing Influencers and Bloggers list.

Working with Majestic SEO as their Director of Marketing, (TopRank has used Majestic for years) Dixon has been a fountain of smarts when it comes to the value of of links for SEO, but also for many other purposes. Links are the connective tissue of the web. Before Google and other search engines, links were the only way to find content. Their importance has changed over the years but not diminished.

Evan Prokop

SEO for Ecommerce Websites – Managing the Duplicate Content Beast

Evan Prokop on Jan 16th, 2013     Online Marketing, SEO

Man in 3D GlassesThe rise of ecommerce websites has heralded a new era of convenience for consumers, as well as the most powerful tool for retailers since electricity. However, ecommerce sites bring with them a host of SEO challenges that can quash any hopes of being found in organic search.

Fortunately, with a little foresight and a bit of technical knowledge, ecommerce retailers can maximize their SEO potential and literally rise above the competition (in the search results), resulting in more customers and increased sales.

Duplicate Content

The single biggest SEO challenge for ecommerce sites is duplicate content. While nearly every modern website can be subject to this issue, the characteristics of most ecommerce websites tend to have every attribute that typically results in duplicate content.

Miranda Miller

Link Building for Beginners in 3 Simple Steps

Miranda Miller on Jan 10th, 2013     BlogWorld NMX, Link Building, Online Marketing

Alison Groves from Raven Tools talks link building in an introductory SEO track at NMX Las Vegas.Historically, link building was critical for companies to appear in search results, as links have long been an important signal to search engines. However, the new link building is about mentions, social visibility, and building your company’s presence, says Alison Groves, Product Coordinator at Raven Internet Marketing Tools.

Groves presented her three simple steps to link building for businesses in a presentation this morning at NMX Las Vegas. Her process, she says, revolves around relationship building and nurturing in order to earn mentions from relevant websites. We need to focus less on the technical and more on attracting targeted traffic by getting our sites in front of the people most likely to be interested in our product or service, she said.

With those goals in mind, here are Groves’ three simple steps for link building:

Miranda Miller

Lee Odden’s War of Words: Myth-Busting Social, Content Marketing & SEO at NMX

Miranda Miller on Jan 9th, 2013     BlogWorld NMX, Content Marketing, Online Marketing, SEO, Social Media

Lee Odden answers audience questions about content marketing, social media and SEO.Our CEO at TopRank Online Marketing, Lee Odden (@leeodden), shared his War of Words: Myth-Busting Social, Content Marketing and SEO yesterday at NMX Las Vegas.

The premise of Lee’s presentation was actually crowdsourced; the title War of Words comes from H.G. Wells’ War of the Worlds, which was turned into a radio program by Orson Wells and spawned a mass fear that Mars aliens were on their way to take over Earth. There is much misinformation in content marketing, social media and SEO that the hype spreads much like the alien myths of days gone by, says Lee.

Lee Odden

War of Words: Myth-Busting Search Engine Optimization

Lee Odden on Dec 27th, 2012     Marketing PR Conferences, Online Marketing, SEO

Mythbusting Search Engine Optimization SEOIn last week’s post about myth-busting social media, I asked what other marketing tactic or channel has attracted as much conjecture, blind advocacy and malarkey.  Only SEO can compare to social media when it comes to the volume of misperceptions and out-dated information posing as “best practices” online.

They say that the only things you can count on in life are death and taxes. Also, that search engines will change.

Google runs over 20,000 experiments per year and at any given time, 50-200 different versions of Google’s core algorithm are helping billions of searchers find what they’re looking for.   Add to that, personalization by location, past search history and the influences of the social graph and you have one of the most complex and fast changing systems ever created.

Lee Odden

A Strategic View of Search Engine Optimization – Where Does SEO Fit in Your Content Strategy?

Lee Odden on Nov 19th, 2012     Online Marketing, Optimize Book, SEO

strategic search engine optimizationCompanies large and small, in industries from retail to manufacturing, publish content online with an expectation that a certain audience of people will find, read and act on that content.  While most Search Engine Optimization efforts are rightly focused on marketing goals like acquiring more customers and increasing revenue, making purchases is not the only reason consumers use search or ask for referrals through social networks.

There’s a lot of tactical advice online about search, social media and content marketing for companies that want to better connect with customers but that advice doesn’t always consider the differences between types of companies or even content within companies. For the best return on marketing investment, it’s important to understand that there are notable differences in tactics for effective optimization depending on who the audience is, how they prefer to discover, consume and act on information.  The very nature of B2C vs. B2B or small company vs. large company content, audience and outcomes can be different, so the approach to optimizing content for search and social media must be tailored accordingly.

Ashley Zeckman

Be Afraid: 33 Scary Online Marketing Tales of SEO, Social Media & Content Marketing

Ashley Zeckman on Oct 31st, 2012     Content Marketing, Online Marketing, SEO, Social Media

Scary Online MarketingHappy Halloween to all the online marketing ghosts, ghouls, and goblins out there.

Have you ever heard or received a really bad piece of online marketing advice?  Maybe the recommendation was founded on total hearsay, completely out of date or you discovered that the suggestions actually hurt, rather than helped? Scary! At one time or another we’ve all received the trick and not the treat in our internet marketing candy basket.

In this post you’ll find 20 scary SEO, social media and content marketing tales from the team at TopRank Online Marketing and from our friends on Twitter @TopRank, fans on Lee’s Facebook page and the TopRank Facebook page.

BOO! Scary Stories From the Crypt

1 – Classic scary: “Build great content and it will attract visitors all on it’s own. SEO isn’t necessary for good content to stand out.”

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