Lee Odden

Digital Marketing Spotlight: Rishi Dave, CMO at Dun & Bradstreet

Lee Odden on Sep 23rd, 2015     Digital Marketing, Interviews

Digital Marketing Spotlight

Marketing executives are more challenged than ever to create effective organizations and operations to succeed in an increasingly converged, content and inbound marketing world.

In this latest TopRank Marketing Digital Marketing Spotlight interview, Rishi Dave, CMO at Dun & Bradstreet, talks about the strategic responsibility differences of entering a CMO role, advice on creating an effective inbound marketing organization, the importance of content, the convergence of marketing and PR and whether senior executives should focus on their personal brand.

Rishi Dave Dun & BradstreetIt’s been nearly two years since you moved from being Executive Director, Digital Marketing at Dell to your current role as CMO at Dun & Bradstreet. What are some of the changes you had to make in terms of your responsibilities, marketing organization and the change in industry?

Joel Carlson

7 Steps for Using Periscope to Better Engage Your Target Audience

Joel Carlson on Sep 22nd, 2015     Online Marketing, Video


One of the most important jobs we have as marketers is to find a way to be the best answer for our customers, when and where they are looking. With so many new platforms to test on a consistent basis, it can be hard to move through the clutter and find ways to connect that will better engage your target audience.

Social media platforms provide new opportunities to resonate with your customers. Each time a new social media platform launches, there are the early adopters that explore how the platform works, test to see if it’s stable and then figure out how it can best be leveraged.

One of the biggest platform launches of 2015 was the live video streaming app, Periscope. As of August 2015, Periscope had a total of 10 million users, with over 40 years’ worth of video viewed every day.

Lee Odden

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

Lee Odden on Sep 21st, 2015     B2B Marketing, Content Marketing, Marketing PR Conferences

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.

Ben Brausen

Online Marketing News: Instagram Ads Get Instagranular, Facebook Takes A Fifth, Snapchat Pay-To-Replay

Ben Brausen on Sep 18th, 2015     Online Marketing, Online Marketing News

Email Marketing and Social Media Marketing Work Better Together

Why Email Marketing and Social Media Marketing Work Better Together [Infographic] – A recent survey of business leaders showed that email and social media are the two channels most likely to see an increase in investment from business owners in 2015. Many businesses employ either email marketing, social media marketing or a combination of both, however many aren’t fully integrating the two together. Email marketing company Reachmail has put together a useful infographic that covers the benefits of integrating your social and email strategies together. Social Media Today

Instagram to Democratize Ad Products, Integrate Facebook Targeting Capabilities – Industry participants are excited about Instagram’s new ad formats as these capabilities make ads more targetable. It’s predicted that these changes will make the photo-and-social-sharing platform more appealing to advertisers than Twitter and Snapchat. ClickZ

Ashley Zeckman

Win a Free Pass! Get Content Marketing Smart at MarketingProfs University in Minneapolis

Ashley Zeckman on Sep 17th, 2015     Content Marketing, Online Marketing


One of the biggest problems that many marketing organizations are facing today is creating quality content on a consistent basis. It can be a challenge to make sure every piece of content you produce is effective at helping to attract, engage and convert target customers.

In fact, according to research from Content Marketing Institute and MarketingProfs, only 38% of B2B marketers state that their content marketing is effective. If you are one of the 62% of marketers that really need to improve content marketing performance, we have just the ticket. Literally!

Our friends at MarketingProfs are hosting a series of workshops focused on helping marketers reach content marketing success. From September 30 through October 2nd, these workshops will be held in Minneapolis.

Ashley Zeckman

TopRank Marketing Top Takeaways & Speaker Quotes from Content Marketing World

Ashley Zeckman on Sep 16th, 2015     Content Marketing, Content Marketing World, Online Marketing


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


Ashley Zeckman

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

Ashley Zeckman on Sep 15th, 2015     Content Marketing, Content Marketing World, Online Marketing


“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

Alexis Hall on Sep 15th, 2015     Content Marketing, Content Marketing World, Online Marketing


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

Ashley Zeckman on Sep 14th, 2015     Content Marketing, Content Marketing World, Online Marketing


“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

Joshua Nite on Sep 14th, 2015     Content Marketing, Content Marketing World


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

Joshua Nite on Sep 11th, 2015     Content Marketing, Content Marketing World


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.

Ben Brausen

Online Marketing News: A More Goal-Friendly Facebook, AdWords Gets Structured, Instagram Adds More Ads

Ben Brausen on Sep 11th, 2015     Online Marketing, Online Marketing News

Google Algorithm Updates

Google Algorithm Updates – 2003 to 2015 [Infographic] – Having trouble staying up with Google’s algorithm updates? Not sure if you’re dealing with Pandas or Penguins – or even Hummingbirds, for that matter? No idea what I’m talking about? Have a look at this infographic to see what’s happened and where we’ve been. OnCrawl

New Study: Data Reveals 67% of Consumers are Influenced by Online Reviews – A new study revealed that online reviews impact 67.7% of respondents’ purchasing decisions. More than half of the respondents (54.7%) admitted that online reviews are fairly, very, or absolutely an important part of their decision-making process. Moz

Instagram Ad Rollout Will Make It the Top Media Buy: New Research – Instagram just began offering paid advertising opportunities through select developer partners. In the coming months the platform is expected to create a Facebook-like self-serve option for any budget. Social Media Examiner