Ben Brausen

Online Marketing News: YouTube Sees Red, Mobile Leads The Search, Twitter Gets New Tools

Ben Brausen on Oct 23rd, 2015     Online Marketing, Online Marketing News

The Anatomy of the Perfect Blog Post from Headline to CTA

How to Write a Perfect Blog Post [INFOGRAPHIC] – Once upon a time, not too long ago, I wanted to write the perfect blog post. I wanted to write the most shareable, clickable, readable, memorable post that I could. But how? The first stop in my quest? An infographic from Salesforce Canada. Salesforce

Twitter Introduces Conversion Lift Metrics to Improve Ad Effectiveness Tracking – Twitter is providing their own conversion lift metrics to improve the accuracy of their data tracking and highlight the effectiveness of Twitter ads on the bottom line. Twitter

Study: Mobile App Ads Don’t Lead to High User Retention — Organic Does – The main goal for app developers today isn’t simply the install — it’s retention. According to Nielsen, the average device has 42 apps, while the iOS app store has a 1.5 million app catalogue (and Google Play gives 1.4 million choices). SocialTimes

Ashley Zeckman

13 Considerations for Creating Successful Landing Pages from Oli Gardner of Unbounce #MPB2B

Ashley Zeckman on Oct 22nd, 2015     B2B Marketing, Marketing PR Conferences, Online Marketing

oli gardner unbounce mpb2b 2015

While B2B marketing KPIs such as views, shares and impressions are important in helping to determine your digital marketing strategy, conversions will always be more important. You have to provide enough value to encourage people to click on your content, and then once they reach your destination, you have to convince them again that it is worth providing their contact information.

Landing pages can be an incredibly powerful tool for moving prospects through the sales process but they are not all created equal. Oli Gardner of Unbounce provided an incredibly amount of information on the four corners of conversion for landing pages in his presentation at MarketingProfs B2B Marketing Forum.

Ashley Zeckman

Case Study: How IBM Changed Perception & Increased Revenue by 20% YOY #MPB2B

Ashley Zeckman on Oct 22nd, 2015     B2B Marketing, Marketing PR Conferences, Online Marketing

IBM mainframe

“Why not let every client who sets foot in the door know that this agency has entered the future?” – Don Draper

If you ask most people what they think a mainframe is, most will likely get visions of black and white photos of antiquated computers housed in an IBM backroom. As the Vice President of Z Systems Marketing for IBM, it’s Deon Newman’s job to change that perception.

Believe it or not, all of us are connected to a mainframe multiple times each day. The stats might actually surprise you. For example:

  • 80% of all corporate data resides or originates on mainframes.
  • 55% of all enterprise applications need a mainframe to complete transactions.
  • 30 billion business transactions are processed on mainframes every day.
Ashley Zeckman

Digital Marketing That Focuses on User Intent – Avinash Kaushik #MPB2B

Ashley Zeckman on Oct 21st, 2015     B2B Marketing, Marketing PR Conferences, Online Marketing


“It’s not the ink, it’s the think.”

This quote was the basis for Avinash Kaushik’s opening keynote at MarketingProf’s B2B Marketing Forum. For those of you that don’t know, Avinash is a Digital Marketing Evangelist at Google and best-selling author.

According to Avinash, the difference between companies that will be great and those that will die (either quickly or slowly) are the ones that understand how to obsess about the think. Thinking about how your company can connect with people and execute process and structure will make you masters of marketing. Below are some of the many highlights from his entertaining, informational and inspiring keynote.

Ashley Zeckman

Is There Really A Secret to MAKING B2B Marketing Magic? #MPB2B

Ashley Zeckman on Oct 21st, 2015     B2B Marketing, Marketing PR Conferences


Every industry experiences evolutions. For some it’s hundreds of years before innovations are made, whereas others change in the blink of an eye. Like a well timed magic trick, one minute you see something, and the next minute it’s completely transformed.

Digital marketing is one of those industries that is always on the cusp of something new and exciting. Personally, that is one of my favorite parts of working at an agency like TopRank Marketing. Each day is an adventure with exciting new things to learn.

Many digital marketers today seem to think that they’ve nailed making marketing magic, but have they really? There are some that in my opinion are constantly making magic (Michael Brenner, Ann Handley and Lee Odden to name a few), while the vast majority are just trying to keep up.

Lee Odden

12 Ways to Crush the Competition with Content from Events

Lee Odden on Oct 20th, 2015     Content Marketing, Marketing PR Conferences

Crush Competition Events

Creating engaging content on a consistent basis in the face of information overload pretty much sums up many of the top content marketing challenges companies are facing today.

Virtually every company in business is creating content of some kind and many of those same companies are attending industry conferences too. Imagine being able to solve a big part of your content marketing problems while getting even more value from industry event investments!

That’s what this post is about.

Here are 12 things you can do to create content before, during and after events in ways that will distance your content brand from the competition without adding new resources to your marketing team. That is, assuming your competition is not also reading this post.

Ashley Zeckman

How Does Katie Martell of Cintell MAKE Marketing Magic? #MPB2B

Ashley Zeckman on Oct 19th, 2015     Marketing PR Conferences, Online Marketing


Our biggest job as marketers is to lead customers to the conclusion that we are the best answer for their business problems. The first step in leading your customers down the logical path to choosing your company, is understanding who they are, what they care about and the things that impact their purchasing decisions.

Creating buyer personas can help you identify your best customers and create a marketing strategy that targets their needs. Recent research has found that incorporating buyer personas made websites 2 – 5 times more effective and easier to use by targeted users.

Ben Brausen

Online Marketing News: Twitter Tightens Up, In-App Indexing, Pinterest Improves Pinned Places

Ben Brausen on Oct 16th, 2015     Online Marketing, Online Marketing News

How Content Marketing Impacts Your Bottom Line

How Content Marketing Impacts Your Bottom Line [Infographic] – Take a closer look and outlined how content marketing can increase awareness, build trust, and convert leads — all important in driving consumers to the bottom of the funnel and ultimately having a positive impact on your bottom line. HubSpot

Twitter Cuts 8% Of Its Workforce – In Jack Dorsey’s first major action as CEO, Twitter has laid off 8% of its employees. Twitter said it is cutting 336 staff members, mostly from the product and engineering teams, in order to focus on the company’s top product priorities and become more efficient. CNN Money

Google: Shy Away From Repeating The Same Words On The Same Page Too Often – In a Google+ hangout from Friday, Google’s John Mueller addressed a common thing you see on some e-commerce sites, the repetitive nature of category landing pages. Search Engine Roundtable

Ashley Zeckman

Holiday Marketing Must Haves for Online Retailers [Checklist]

Ashley Zeckman on Oct 15th, 2015     B2C Marketing, Online Marketing


The air is crisp and the leaves are falling which means that the holidays are just around the corner. And for many online retailers, the holiday season is the busiest (and most stressful) time of year. Proper planning can be the difference between a poor or pleasant experience for your customers, gift recipients and staff.

In 2014, overall online sales during the holiday season increased by 13.9% from the previous year and that number is only expected to increase in 2015. With holiday sales accounting for approximately a quarter of all online purchases during the year, it is essential that your business is prepared to take advantage of the opportunity and meet market demand.

Lee Odden

Essential Skills for Modern Marketers

Lee Odden on Oct 14th, 2015     Digital Marketing

Modern Marketing Skills

Recently I gave a goals, vision, mission presentation internally at our agency and an important part of it centered around the marketing skills needed individually and collectively to reach our goals.

The basic analysis of the published skills of our own team in preparation for my presentation revealed we have a collective 700+ skills listed across nearly 30 marketers. While that is quite a robust array of skills, it is my belief that we can always do better.

The fast pace and changing nature of our industry is not for the faint of heart or for those that subscribe to mediocrity. What seemed advanced in marketing skills a few years ago has become 101 level today.

Joshua Nite

A Digital Marketing Odyssey: 20 Essential Lessons I Learned in my First 6 Months at TopRank Marketing

Joshua Nite on Oct 13th, 2015     Digital Marketing, Online Marketing


I used to be famous on the Internet. Now I’m writing content for TopRank Marketing. This is better.

Before starting at TopRank Marketing, I spent a decade working for my best friend from high school. We ran an online game, a passion project that somehow turned into a full-time gig for both of us. I made a comfortable living working from home, writing puns and pop culture references for an appreciative worldwide audience. I went to comic conventions, did interviews, traveled to London and Paris and was occasionally asked for my autograph in public.

Then the money ran out. I was 37 years old, with one kid in kindergarten and a second on the way. My unconventional resume made looking for work a tricky prospect. I signed up as a writer on freelance sites and balked at ads like, “need 30,000 word romance novel in which protagonists are sentient airplanes. $150.”

Ashley Zeckman

How Does Mark Schaefer MAKE Marketing Magic? #MPB2B

Ashley Zeckman on Oct 12th, 2015     B2B Marketing, Marketing PR Conferences


If someone asked you what your mission is as a marketer, what would you say?

My response would go something like this: To create a meaningful connection with customers that engages them with my businesses and encourages them to take the next step in working with us. I’d venture to say that many of you out there would have a similar response. However, even with all of the tools at our disposal today, this mission is much easier said than done.

In fact, 60% of marketers are still struggling to produce engaging content, but 72% have it at the top of their list to focus on in the future.