Tiffani Allen

Digital Marketing News: Power of Brand Affinity, Digital Ad Revenue Beats TV & Instagram Influencers

Tiffani Allen on May 5th, 2017     Online Marketing, Online Marketing News

Consumers Connecting with Companies and the Power of Brand Affinity [Infographic]
A new infographic reveals the top reasons why consumers feel connectied with brands and the results are telling. Affinity comes when consumers feel that a brand cares about people like themselves, and when the company is run by people like themselves. Social Media Today

Desktop and Mobile Ad Revenue Surpasses TV for the First Time
The IAB reports that in 2016, for the first time, desktop and mobile advertising revenue surpassed TV advertising revenue. Digital revenue grew by 22% year-over-year, with digital video ad revenue growing by 53% and mobile video revenue growing by 145%. Advertising Age

Caitlin Burgess

We Answer 5 Common Questions People Have About Social Media Marketing

Caitlin Burgess on May 4th, 2017     Social Media

Like brushing our teeth or brewing a morning cup of coffee, checking in on what’s happening within our social networks has become part of the daily routine for most of us. In fact, 30% of all time spent online is on social networks, according to GlobalWebIndex (GWI).

As a result, social media has also become a routine marketing tactic for nearly every business, helping brands build awareness, share and interact with customers and prospects, and create another vital touch point in the changing customer journey.

But as the social media landscape continues to evolve, both green and seasoned marketing professionals are constantly searching for answers on how they can best leverage social media within their organizations’ marketing strategies.

Ashley Zeckman

In-Flight Content Guide: Prepping for Your Content Marketing Expedition to #CMWorld

Ashley Zeckman on May 3rd, 2017     Content Marketing, Content Marketing World

Content Marketing World is closer than you might think and there are so many items to plan for before jet setting to Cleveland in September. Are your bags and business cards packed? Got snacks and supplies for the flight? Uploaded a new oh-so-dapper Twitter photo? And what about picking a track, and some favorite speakers?

To help you prepare for the what you’ll learn (or give you some helpful insights if you’re unable to attend), TopRank Marketing and Content Marketing Institute have partnered to bring you insights from 14 of our most talented “content crew members” that will be speaking at this years conference.

Why?

Well, according to the latest joint CMI and MarketingProfs research, a full 89% of B2B marketers, and 86% of B2C marketers utilize content marketing.

Joshua Nite

Feeling Stuck? 5 Tips to Restart your Content-Creating Brain

Joshua Nite on May 2nd, 2017     B2B Marketing, B2C Marketing, Content Marketing

Blank space: Great when it’s a song by Taylor Swift, not so great in content marketing.

No, wait. I already used that analogy. Now I need a clever new intro to this post about overcoming writer’s block and resetting your content brain. I’m staring at a white screen, trying to put words together, intimidated by all that blank space.

Hey, that’s like the Taylor Swift song… no, wait.

If you’re a content creator, the previous two paragraphs likely sound familiar. There are few things more intimidating to a writer than an empty page. Sometimes, despite your best efforts—the caffeine, the snacks, the just-right Spotify playlist—your content-creating brain just won’t turn over.

It’s almost like humans weren’t meant to sit at a desk in front of 1-3 huge monitors all day long, isn’t it?

Ashley Zeckman

15 Inspiring & Actionable Social Media Marketing Tips for the Modern Marketer

Ashley Zeckman on May 1st, 2017     Social Media

After years of using “fuzzy math” to calculate the value of social media marketing, marketers are being tasked with generating and showing true ROI. But the truth is, ROI isn’t always just about revenue.

Depending on brand objectives, social media ROI could mean everything from awareness and social engagement to visitors to the company website from social media platforms.

If you really want to make social media marketing a major part of an integrated and omnichannel digital marketing strategy, use the tips below to lead your way.

Know What You Want to Accomplish

Without a clear strategy in place, tools won’t make any difference to you. @IanCleary Click To Tweet

Set goals. As with any digital marketing tactic, knowing what you want to accomplish before you start will help guide your way.

Tiffani Allen

Digital Marketing News: 15 Reasons for Brand Advocacy, Email Priorities and Google TV Ads

Tiffani Allen on Apr 28th, 2017     Online Marketing, Online Marketing News

15 Reasons Why Brand Advocacy is the Bedrock of Your Business [Infographic]
Although brand advocates are important for brand marketing – with referrals, user generated content, and positive online reviews being just a few of the benefits of brand advocacy, this infographic shows over 80% of companies are not using advocates in their marketing strategy, and 58% don’t even know who their advocates are. Social Media Today

The Email Priorities of Brand and Agency Marketers in 2017
MarketingProfs reports: “Some 30% of brand marketers say personalization is one of the top three areas of email marketing they really need to focus on in 2017, up from 22% last year; 28% say they need to focus on automated campaigns, 25% on segmentation, and 24% on measurement/analytics.” MarketingProfs

Ashley Zeckman

Squashing the Influencer Marketing Buzz(words): What You Really Need to Know

Ashley Zeckman on Apr 27th, 2017     Influencer Marketing

On Google, there are more than 14 million results for the phrase “influencer marketing”. And within those result, most of what you’ll find are “What is Influencer Marketing?” posts (P.S. you can find one from us here). But the problem is that most of these posts have a different variation of what influencer marketing is, who needs it and what you should do. Talk about confusing!

Some of the types of definitions you’ll find include:

  • Using influencers to spread your message on your behalf.
  • A form of marketing that focuses on specific individuals.
  • Promoting services through influencers that can have an effect.
  • Incorporating influencers with a large social reach into marketing.
Joshua Nite

20 Awesome Healthcare Marketers to Follow on LinkedIn

Joshua Nite on Apr 26th, 2017     Content Marketing, LinkedIn, Online Marketing, Social Media

Marketing is a challenging profession, full stop. But some flavors of marketing are trickier than others. Healthcare marketers have the same obstacles and issues other marketers do, and they have to contend with strict brand guidelines and stricter federal regulations.

It’s like the old saying: “Ginger Rogers did everything Fred Astaire did, only backwards and in high heels.” These healthcare marketers may or may not know how to tango, but their hard work deserves our recognition.

Here are just a few of our favorite healthcare marketers.

Rob Birgfeld, AVP, Chief Digital Marketing Officer, Inova Health System

Rob is a talented marketer who came to the healthcare field four years ago, when he took on the CDMO role for Inova Health System. He’s a jack of all trades: From social media to blogging to product development, Rob keeps Inova’s marketing strategy sound in the short and long term.

Caitlin Burgess

A Day in the Life of a Content Marketing Manager at TopRank Marketing

Caitlin Burgess on Apr 25th, 2017     Content Marketing, Digital Marketing

These days, workplace culture is becoming a defining characteristic for most companies—as well as a marketing tool to retain and attract top talent. As a result, I’m often asked by industry peers and hopeful job seekers what it’s really like to work at TopRank Marketing.

The honest truth? It’s hard work. But, that’s the nature of the marketing agency beast. But at TopRank Marketing it’s also in our nature to nurture—and that’s evident in the culture we’ve built; a culture of support, understanding and teamwork to help ensure every individual and every client thrives.

Of course, things aren’t always perfect. But as author, researcher and speaker Brené Brown once said: “Imperfections are not inadequacies; they are reminders that we’re all in this together.”

Joshua Nite

How Does Your Garden Grow? How to Create and Maintain Evergreen Content

Joshua Nite on Apr 24th, 2017     Blog Optimization, Content Marketing

Every good gardener knows there are two types of flowering plants: Annuals and perennials. Annuals bloom once and have to be replanted the next growing season. Perennials stick around; they continue to flower year after year.

Most blog posts are annuals. You publish them, they generate views and shares for a while, and then they basically go dormant. Readers might happen across them occasionally. But think of it this way: When was the last time you went through your favorite blog’s archives? Or clicked on a search result that was over a year old?

Rarely, though, you will find that a post has perennial appeal—what some marketers call “evergreen content.” Even though you published it in 2012, it still gets liked and shared. That’s a clear sign the content is still relevant to your audience.

Tiffani Allen

Digital Marketing News: Productive Content Teams, Google Shopping & Snap to Store

Tiffani Allen on Apr 21st, 2017     Online Marketing, Online Marketing News


30 Habits of Highly Productive Content Teams [Infographic]
A successful content team needs to work together well, despite several moving parts. What gets them there are the habits they create, like looking everywhere for content ideas and consistently handling ad-hoc content requests. Content Marketing Institute

Google is trying to turn Image Search into a shopping tool
Google is seemingly turning its image search into a shopping tool — a new feature called style ideas shows users looking for fashion merchandise what the items they select would look like with other items for sale. recode

Snapchat will tell brands how many people saw their ads, then visited their stores, restaurants
Snapchat is allowing brands to see whether the amount of people who have seen their ads translates into in-store visits. They can do this by determining when a user is using Snapchat in a store location, whether or not they’ve seen the respective ad. Marketing Land

Caitlin Burgess

Boost Your Social Media Advertising Success with These 6 Pro Tips!

Caitlin Burgess on Apr 20th, 2017     Social Media, Social Media Advertising

Social media has become an important and necessary tactic within the digital marketing strategies of companies large and small—and it’s not hard to see why. Social media is part of the fabric of our daily lives, which gives brands and marketers the opportunity to create important connections with their desired audience.

But with nearly every brand using social media—as well as frequent tweaks to platform algorithms—brands and marketers are finding it increasingly difficult to stand out using organic tactics. As a result, more are paying to play these days by investing in social advertising to drive awareness and engagement, as well as sales and other conversions. In fact, late last year Statista forecasted worldwide social advertising spend to nearly double between 2014 ($16 billion) and 2016 ($31 billion).