Ashley Zeckman

7 Down & Dirty Ways Brands Can Collaborate with Fans to Create Amazing Content #SMMW18

Ashley Zeckman on Mar 1st, 2018     Content Marketing, Social Media Marketing World

“So much time and so little content to create.” – Said no one ever

Let’s face it marketers, creating a quantity of quality content isn’t easy. Even more so, creating a quantity of quality content that your audience cares about is even more difficult.

So, when you don’t have an unlimited budget or execution resources, what can you do?

One way to create more impactful content, is to encourage and support the creation of user generated content (UGC).

But does it really work? According to TapInfluence, 92% of consumers turn to people they know for referrals above any other source. Additionally, 88% of consumers trust online reviews written by other consumers as much as they trust recommendations from their personal contacts.

Caitlin Burgess

How to Succeed at B2B Content Marketing with More Credible Content

Caitlin Burgess on Feb 28th, 2018     B2B Marketing, Content Marketing, Influencer Marketing

Creating Credible B2B Content

Ask any B2B marketer about their top digital marketing challenges and one of the first answers you’ll likely receive is: Getting in front of the right audience at the right time. In fact, Ytel’s 2018 State of B2B Marketing Communications survey revealed that 55% of respondents agreed that they have a hard time getting their message and content in front of their target audience.

Why is that? Well, there’s more content at buyers’ fingertips than ever before, search engines are getting in touch with their human sides, and organic visibility on social media is effectively extinct. But, let’s real talk for a minute, marketers—this is all old news. In today’s digital marketing landscape, creating meaningful connections with your audience on any channel really comes down to trust and credibility.

Lee Odden

2018 – 50 Top Social Media Marketing Influencers

Lee Odden on Feb 26th, 2018     Social Media, Social Media Marketing World

Social Media Marketing Influencers 2018

It’s that time of year again for the conference extravaganza known as Social Media Marketing World.  Each year I pull together a list of influential voices that are engaging on social networks around the topic social media marketing. My goal? To help showcase speakers for people in the industry to learn from and follow.

Why are these people influential? That’s a great question. I would answer with, “Why is anyone influential?”. Because they have specific expertise that they share publicly, consistently and in a way that improves the knowledge, skills and perspectives of those who follow them.

Tiffani Allen

Top Marketing News: Facebook Tests ‘Downvotes,’ Internet Rages at Google, Pandora Takes Aim

Tiffani Allen on Feb 23rd, 2018     Online Marketing News

Six Essential Email Marketing Tips [Infographic]
Looking for email marketing success? This six tips can help you — and your emails — reach the right target. MarketingProfs

Google Brings the Popular Stories Format to AMP: Is It Worth Using?
Google announced a new story format for AMP (Accelerated Mobile Pages) this week. Google describes the new shiny thing as “a visual driven format for evolving news consumption on mobile.” Econsultancy

Internet Rages After Google Removes ‘View Image’ Button, Bowing to Getty
Google removed the “view image” button this week in response to a recent lawsuit from Getty. This move has enraged the internet, but was done with hopes to encourage clicks through to the image’s hosting website. Ars Technica

Nick Nelson

In a World of Diminishing Trust, Data-Driven Marketers Can Turn the Tide

Nick Nelson on Feb 21st, 2018     Digital Marketing

Trusting Hands

My first encounter with marketing data malpractice came at a young age. I wasn’t old enough to understand what was going on at the time, but my dad loves to tell the story. As I’ve gotten older, the humor and timeless relevance of this anecdote have struck me more and more.

It was the mid-90s. We received a piece of mail at our house addressed to Lucy Nelson. It was a credit card offer from one of the industry’s heavy hitters. Nothing out of the norm so far, right?

Here’s the problem: Lucy was no longer alive.

And the bigger problem: Lucy was not a human. She was our dog.

Joshua Nite

This Changes Everything: How AI Is Transforming Digital Marketing

Joshua Nite on Feb 19th, 2018     Content Marketing, Email Marketing, SEO

How AI Is Transforming Digital Marketing

Will artificial intelligence (AI) put marketers out of work?

It’s a question I’m seeing a lot lately, and to me, it’s a strange one. It’s like if everyone 150 years ago was asking: “Will the tractor put farmers out of work?” Of course, John Deere didn’t put farmers out of business; better tools just made them more efficient and better able to scale.

Granted, the tractor did reduce the demand for horses and farmhands. So, no, AI will not put you out of work…as long as your work is creative, innovative and intelligent. If all of your daily work can be done by a machine, eventually it will be.

Tiffani Allen

Digital Marketing News: Alignment Challenges, Instagram’s ‘Collection’ & Amp for Email

Tiffani Allen on Feb 16th, 2018     Online Marketing News

The Top Three Reasons Sales and Marketing Alignment Is Off [Infographic]
Communication, broken processes and disconnected metrics are the top three reasons that sales and marketing alignment is off. Is it an issue of focus, priorities, or something else? MarketingProfs

Instagram Gives Brands New Way to Sell In ‘Collection’ Ads
Instagram launched “collection” ads, which allow users to shop and purchase directly through the Instagram platform. AdAge

Google Announces Amp For Email – Delivering Accelerated Mobile Pages Experiences To Your Inbox
The new spec is available today through the Gmail Developer Preview, with support in Gmail slated for later this year. MarketingLand

Instagram Tests Its Version Of The Retweet But Thru Stories
Instagram has begun testing a new feature that would allow users to share public posts from other profiles to their own followers through the Stories feature. MarketingLand

Nick Nelson

5 Productivity Hacks to Bring Content Creation From Failing to Flying High

Nick Nelson on Feb 14th, 2018     Content Marketing

Hot Air Balloons

Let’s just get this out of the way: I don’t know anything about hacking. I’ve never hacked anything in my life, unless you’re describing my golf swing, or you count using a Game Genie to cheat at Sega Genesis back in the early ‘90s.

In general, I find terms like “life hacks” and “growth hacking” to be… well, hackneyed.

But you know what? Blog titles that include “hacks” — or other strong and compelling descriptors such as “surprising” or “critical” — have a greater tendency to gain viral traction. Sometimes a simple data point like that can be the springboard you need to uncover inspiration.

Which brings us to the purpose of today’s post.

Lee Odden

9 Upcoming Events to Learn All About Content and Influencer Marketing

Learn Content Influencer marketing

According to a new study from eMarketer, in 2018 nearly nine in 10 business-to-business (B2B) companies in the US will use digital content marketing. At the same time, influencer marketing has become one of the hottest topics in the marketing world: The L2 from Gartner reports that over 70% of brands used influencers in their 2017 marketing plans and 95% found them to be effective.

We know how this goes in marketing: a strategy or tactic becomes popular with every opportunist repeating the echo chamber of best practices until it’s unclear what’s really relevant for your business.

We’re seeing firsthand, the impact content and influence is having on marketing and have been working with many of the top B2B brands in the world to plan, implement and optimize content marketing programs with highly credible and connected influencers.

Tiffani Allen

Digital Marketing News: Social Media Trends, What CMOs Search For & Mobile Ads Soar

Tiffani Allen on Feb 9th, 2018     Online Marketing News

Social Media Trends to Put Into Practice in 2018 [Infographic]
What should social media marketers focus on in 2018? This infographic shows several trends, like social media ROI, mobile growth and trust. Social Media Today

Search, Paid And SEO, Rank Higher As CMOs Seek New Agency Partners
What do CMOs look for in agency partners? A new report shows that while advertising and direct marketing remain on the top of the list, SEO and SEM are moving to toward the top in leaps and bounds. MediaPost

Mobile Ads To Soar In 2018, Especially In Local Media
MediaPost reports: “Social media ad revenue from mobile (not including tablets) now represents just over 70% of total social ad spending – and will grow to 80% by 2022, per BIA/Kelsey.” MediaPost

Caitlin Burgess

Social Media Marketing Spotlight: U.S. Bank Rallies Local Allies for a Friendly, Engaging #MNNice #NiceOff

Caitlin Burgess on Feb 7th, 2018     Social Media, Twitter

US Bank NiceOff

Roughly 120,000 visitors from 130 countries descended on the Twin Cities last week to take part in Super Bowl LII festivities hosted in downtown Minneapolis. To welcome visitors to the Land of 10,000 Lakes, Minneapolis-based U.S. Bank—which just so happens to have its name on the stadium that hosted the big game—wanted to give visitors a taste of “what Minnesota is all about.”

For those of you who haven’t heard, Minnesota—where TopRank Marketing is proudly based—isn’t just known for its frigid winters and as the birthplace and residence of the late Prince Rogers Nelson. It’s also known for its “northern hospitality”—or as it’s affectionately called—Minnesota Nice.

Lee Odden

9 Top Marketing Trends for 2018

Lee Odden on Feb 5th, 2018     Digital Marketing

Top Marketing Trends 2018

There is no question that 2017 was an incredible year for marketing.

What’s even better than a banner year is fresh optimism for the next. Predictions and trends for 2018 present even more opportunities for marketers that can see the signal amongst the noise.

As we continue to grow, I’ve been researching what trends are worth considering and investing in for B2B marketers. The result is the following list: Influencer Marketing, Content Experiences, Artificial Intelligence, Data, Video, Privacy Protection, Audience Development, Voice and Purpose Driven Marketing.

Influencer Marketing Grows Up

Within the realm of influence, there are big shifts towards engaging with microinfluencers, always on programs, greater accountability of influencer reach and effectiveness and an emphasis on measuring influencer marketing ROI. Marketers are also taking a more holistic view of who an influencer is, including customers, members of their community and employees.