Lee Odden

Where to Find Useful Signal in the Noise of Content and Digital Marketing Events

Lee Odden on Aug 12th, 2015     Content Marketing, Marketing PR Conferences

content marketing signalIn the Digital Marketing and PR world, success requires a continuous effort to stay sharp and on top of what’s working and what is not. Information overload from social media has brought an exponential increase in noise, causing many marketing and PO pros to “overdose” on digital content or shut it out altogether.

I like to think that we’ve done our best to provide you with a nice, clear signal here on TopRank’s Online Marketing Blog and at industry events.

Speaking of events, we’re providing several options for a clear digital marketing and PR signal across 11 different conferences over the next few months. Topics include:

  • Digital & Integrated Marketing
  • Personal Branding With Content & Social Media
  • B2B Content Marketing & Blogging
  • Participation & Influencer Marketing
  • Modular Content Planning & Repurposing
Ashley Zeckman

4 Digital Marketing Investments All Companies Should Be Making Now

Ashley Zeckman on Aug 11th, 2015     Digital Marketing, Online Marketing

DIGITAL-MARKETING-INVESTMENTS

It’s safe to say that not one company is sitting around scratching their head saying “I have all of this marketing budget to spare, what can I spend it on?”. Budgets are tight, and marketing budgets are often the first to feel the pain of cuts.

Traditional marketing tactics often come at a high price, and it can be difficult to track return. Alternatively, the vast array of digital marketing tactics evolve frequently and can quickly become overwhelming.

Each year, companies are investing more and more in digital marketing. In fact, Econsultancy found that 77% of marketers were planning on increasing digital marketing budgets in 2015. But the question on many marketers’ minds is: Where exactly should these digital marketing funds be invested?

Lee Odden

Study: Content Marketing Inefficiencies Cost BtoB Companies Nearly $1 Billion

Lee Odden on Aug 10th, 2015     B2B Marketing, Content Marketing

Content Marketing InefficiencyHow Efficient is Your Content Marketing? That’s the question Sharon Goldman asks in the August issue of BMA Buzz that Robert Rose and I did our best to answer. The article was inspired by a new study that finds content marketing waste and redundancy cost business to business companies nearly a billion dollars a year.

Not only are companies challenged to create a variety of engaging content on a consistent basis with clear ROI, but the making of the content is wasteful as well.

Whether you’ve made progress towards increasing the effectiveness of your content for marketing or not, I think there are some important choices to be made when it comes to marketing organization, leadership and strategy. Here’s the full article:

Ben Brausen

Online Marketing News: Victoria’s Secret Is Social, Live From Facebook, Twitter Bulks Up

Ben Brausen on Aug 7th, 2015     Online Marketing, Online Marketing News

SEO Mistakes To Avoid

SEO Tactics You Must Stop Right Away [INFOGRAPHIC] – It’s hard out there for content. The top 3 search results on Google get 61% of clicks. And 75% of Google users don’t ever look at second page of search results. So what are some of the most common mistakes that people make when they are trying to get good SEO? This infographic is a great primer. Social Media Today

Connect with Public Figures Through Live On Facebook – We’re excited to introduce a new way for you to connect and interact with your favorite public figures on Facebook — through live video. Facebook

YouTube to Provide More Up-To-Date View Counts, No More 301+ Views – YouTube announced on Twitter today that its about to provide more timely video view counts, which means the infamous “301+ views” will become a thing of the past. Search Engine Journal

Ashley Zeckman

5 Elements of a Successful Email Based Lead Nurturing Program

Ashley Zeckman on Aug 6th, 2015     Email Marketing

email lead nurturing

Today more than ever, sales needs marketing’s help. Busy customers are making traditional sales methods less and less effective. Sales metrics that once had sales teams fist pumping around the office in success, are making for discouraged sales teams.

In fact, B2B sales prospects often go through 57% of the sales process before even talking to a sales team. The modern buyer educates themselves by reading blogs, downloading white papers and signing up to receive more information.

That means that the chances of catching them on the phone is highly unlikely. According to a past study from MarketingSherpa, 79% of marketing leads never convert into sales. Lack of lead nurturing is the common cause of this poor performance.

Ashley Zeckman

4 Signs That You Belong at a Digital Marketing Agency

Ashley Zeckman on Aug 5th, 2015     Digital Marketing, TopRank Agency News

digital marketing agency career

Think back to when you were a child, teenager or young adult. When someone asked you “What do you want to be?”, how did you respond? Scientist, superhero, actor or rockstar may come to mind for many of you.

When I was younger, I always knew that I wanted to do something creative. As a child I drove my parents crazy coming up with new ways to create art, often out of things that weren’t art supplies. It didn’t matter if I was sewing clothes for my dolls or painting a “masterpiece”, I loved art.

Ashley Zeckman

The Mortified Marketer: 8 Lessons To Help Evolve Your Content Marketing Strategy

Ashley Zeckman on Aug 4th, 2015     Blogging, Content Marketing, Online Marketing

The Mortified Content Marketer

Blogging, Day 1
Dear Diary,
Today I wrote my first blog post. Everyone is going to love it! I am going to blog every day.

Blogging, Day 10
Dear Diary,
I can’t think of anything to write. I’ve published one post, and the only person that read it was my mom.

The format above may sound familiar if you’ve ever heard the Mortified podcast (if you haven’t tuned in, you’re really missing out). In this podcast, adults get on stage and read passages from their journals, plays or fan fiction, all penned when they were children or teenagers.

Their understanding of how the world works (and their place in it) has vastly evolved from the time they wrote these entries, to the time they read them on stage.

Lee Odden

4 Ways to Build Content Marketing Authority with SlideShare

Lee Odden on Aug 3rd, 2015     Content Marketing

SlideShare Content Marketing

Managing different types of content and where they fit into an integrated marketing mix across customer segments and stages of the buying cycle can be overwhelming. Amongst all the content that brands, publishers and consumers create, only the most authoritative sources are able to capture consumers’ attention.

Why is authority important in content marketing? Authority engenders trust, confidence and can motivate people to take necessary next steps.

Becoming authoritative in an age of information overload requires more than simply creating additional content. It requires content that attracts relevant audiences and engages readers to take action. Creating content authority also requires strategy, process and the right tools.

Ben Brausen

Online Marketing News: Twitter Gets Eventful, Facebook Gets Secretive, Google+ Gets Going

Ben Brausen on Jul 31st, 2015     Online Marketing, Online Marketing News

Why Are B2B Content Strategies Important

Why Are B2B Content Strategies Important – The Chief Marketing Officer (CMO) Council launched a new study centered on how marketing can more effectively generate qualified sales leads through compelling thought leadership content – a task that has proven to be a struggle for marketers today. Find out more from this great infographic. Chief Marketing Officer (CMO) Council

Survey: 42 Percent of Business Leaders Say Consumers Shame Them on Social – Lithium Technologies, a social customer experience management platform, announced the results of a recent survey performed on its behalf by Harris Poll, finding that brands are increasingly under pressure by consumers to innovate. SocialTimes

Ashley Zeckman

4 Time Management Tips for Social Media Managers

Ashley Zeckman on Jul 30th, 2015     Social Media

social media time management tips

It seems that a social media manager’s job is never done. It doesn’t matter what time of day or day of week you’re in, there’s always more to do. Social media moves at an astronomical pace, and it can be hard to keep up.

In fact, research has found that the top two barriers impeding adoption of social business within organizations are lack of overall strategy and competing priorities.

Raise your hand if the scenario below sounds familiar:

A Day in the Life of a Social Media Manager

6am – 12pm

  • Check company social media notifications before you even roll out of bed.
  • Quickly respond to any messages or tweets
  • Sneakily check for brand mentions as you’re stuck in traffic
Lee Odden

B2B Mobile Marketing for Demand Generation? Yes! Examples and Quick Tips

Lee Odden on Jul 29th, 2015     B2B Marketing, Mobile

B2B Mobile MarketingWhen you think of mobile marketing, visions of searches for store hours, maps and getting tips from Facebook friends about good restaurants probably come to mind – all consumer focused. But what about B2B marketing and mobile?

Why mobile marketing for B2B demand generation:
In many countries, including the U.S., more Google searches take place on mobile devices than on computers. (Google). That means B2B demand gen content must be mobile friendly.  Also, 52% of B2B customers are using smartphones to research products for their businesses. (Forrester) so the demand is certainly there.

So which B2B companies using mobile marketing can we learn from?

Here are a few examples:

Fedex Access Mobile Magazine
ACCESS is a FedEx Corp publication available for mobile consumption through iPad, Kindle Fire and Android devices. The ACCESS mobile magazine app offers interactive features designed specifically for tablets and Android smartphones, including videos and dynamic slideshows.

Ashley Zeckman

What You Need to Know About Playing High Stakes Content Marketing

Ashley Zeckman on Jul 28th, 2015     Online Marketing

HIGH-STAKES-CONTENT-MARKETING

The game of poker is filled with many complexities, opportunities and luck of the draw. Content marketing follows a similar theme and can lead to big winnings or high losses.

If you want to be a key player in the content marketing game, it’s time to up the ante. In 2015, only 30% of B2B marketers believe that their content marketing initiatives are successful. With the overwhelming amount of content created these days, the stakes are high and competition is fierce.

What can you do to walk away from the table better off than what you started? It’s all about playing the game the right way.

Plan for the Buy-In

plan-for-the-buy-in