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Lee Odden

3 Events on the Future of B2B Marketing, Digital Public Relations & Social Media

Lee Odden on Sep 22nd, 2014     Marketing PR Conferences

Future Marketing PR Events

As we enter the 4th quarter of 2014, many marketers will be focusing on what’s next for the coming year.

While most marketing planning for 2014 has “officially” occurred by now, let’s face it: things change fast in the digital marketing and PR world. Interest in the topics like the future of B2B marketing, Digital PR and Social Media will only grow as the year finishes out and into the next.

To satisfy that interest, we’ve already started publishing marketing predictions for next year and with over 9,000 social shares, the future is definitely on every marketer’s mind. Besides posting predictions, I’m also going to be giving presentations at 3 different events in the coming months about what’s next in B2B, PR and Social Media. Here are details on each:


Ben Brausen

Online Marketing News: Unpopular Is Less Popular On Social, C-Suite Doesn’t Get Digital, Facebook For The Media

Ben Brausen on Sep 19th, 2014     Online Marketing, Online Marketing News

Media Time On Social

Social Networking Accounts For (at Least) 28% of All Media Time Spent Online [STUDY] - Internet users now spend a daily average of 6.09 hours on online media, and more than one full quarter of all that time that is used by social networking on platforms such as Facebook, Twitter, Snapchat and Instagram, reveals a new study.  AllTwitter

The U.S. Accounts for 41.5% of all Mentions on Twitter (UK: 9.7%, France: 5.4%) [INFOGRAPHIC] - Did you know that more than two in five of all mentions on Twitter – all those @replies and @username tags we each do many times each day – take place in the United States? Find out more from this informative infographic. AllTwitter


Nick Ehrenberg

How to Make B2B Marketing Stories Bigger With Social Media Microcontent

Nick Ehrenberg on Sep 17th, 2014     B2B, Content Marketing

storytelling in b2b marketing

Storytelling is a fundamentally human experience. We love to tell stories, ranging from whimsical fantasy to tense political thrillers. Some psychologists believe storytelling is actually necessary for human survival — we are hard-wired to respond to compelling narratives.

Storytelling is frequently cited as a best practice for content marketers, but what happens when your publishing space is limited? B2B social media marketers only have enough space for 1-2 sentences per post, so how can they tell a story with such little space?

When it comes to effective B2B social storytelling, it’s not about shrinking the story to fit within character limits. Rather, it’s about using social tools to make the story bigger. Here’s how you can make your story bigger on social networks:

Visualize the message

social media marketing, star wars, cisco


Andy Thomson

A Writer’s Guide: Calls to Action – Tips Inspired by Tweets from Content Marketing World

Andy Thomson on Sep 15th, 2014     Content Marketing

Writers Guide Calls to Action CTA

Note from Lee: Please welcome Andy Thomson from TopRank in his first post to Online Marketing Blog:

In managing the content marketing for a brand, you have to focus on the bottom line. You have to push sales to help you reach growth goals for the business. But in reality, most people who encounter your brand (especially in B2B) aren’t going to buy right away. The sales funnel has to attract, engage and convert people in a way that makes sense for them.

As content creators and marketers, knowing how and when to use calls to action to move prospective customers from awareness to purchase can be tricky. Luckily, last week’s Content Marketing World offered a flood of great content advice on the interwebs including insights on follow throughs and calls to action (CTA). Here are a few of those nuggets and some perspective:


Lee Odden

Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content – Interview with Ann Handley

Lee Odden on Sep 15th, 2014     Content Marketing, Interviews

Ann Handley

The bell has rung and class is in session.

The topic? Creating content. In particular, ridiculously good content.

Your professor for this essential business skill is none other than Ann Handley, Chief Content Officer of MarketingProfs, the largest marketing community on the web. During the incredibly busy week that was Content Marketing World, Ann took the time to exceed my expectations (once again) and shine her bright light of wisdom on the power of good writing.

In business and in life, writing is an essential part of communications – no matter how digital, virtual and science fiction we get in our communications. That’s why Ann’s new book launching today, Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content, is so timely.  From Twitter to White Papers to books in print, Ann has smart, actionable advice for us all.


Ben Brausen

Online Marketing News: Most Popular Acronyms LOL, Most Social Isn’t Engaging, Twitter CEO Does Some Explaining

Ben Brausen on Sep 12th, 2014     Online Marketing, Online Marketing News

Twitter Adds Buy Button

Twitter ‘Buy’ Button Launches (Alongside New Twitter Commerce T&Cs) - We’ve been tracking the rumours for a while and now, finally, Twitter’s ‘Buy’ button has launched, and with it some new Twitter commerce terms and conditions. AllTwitter

Display Grabs Larger Share of Rapidly Growing Global Mobile Ad Spend - Global mobile advertising revenues almost doubled from $10.1 billion in 2012 to $19.3 billion in 2013, details a new report [pdf] from the Interactive Advertising Bureau (IAB) and IHS. While search remained the dominant revenue format, its share of total revenues remained flat at 48.9%, as its 92% year-over-year increase in revenues was on par with the overall gains. Display ad spending showed more rapid growth, more than doubling en route to 41.5% share of total revenues, up from 35.7% the year prior. MarketingCharts


Jesse Pickrain

Creating Content That Drives Revenue: Jason Miller and Shafqat Islam

Jesse Pickrain on Sep 11th, 2014     Content Marketing, Content Marketing World, Online Marketing

Jason Miller and Shafqat Islam

It’s another packed house in the ROI track with LinkedIn’s Jason Miller and NewsCred’s Shafqat Islam taking the stage after Shane Snow’s inspiring session. The duo did not disappoint. When it was over, the gentleman seated behind me said, “that was the best presentation I’ve seen yet.” The gentleman next to him concurred.

Shafqat kicked it off with a fantastic segue from Shane Snow’s Che Guevara story, telling the crowd about the Che poster he proudly displayed on his wall when he was younger. He then cited the following George Bernard Shaw quote:

If at age 20 you are not a communist then you have no heart. If at age 30 you are not a capitalist then you have no brains.


Jesse Pickrain

Three Stories That Will Help Content Marketers Win With Storytelling

Jesse Pickrain on Sep 11th, 2014     Content Marketing, Content Marketing World

Shane Snow

Back in August of ’13, Contently co-founder Shane Snow wrote the following in a LinkedIn Influencer post:

“Every few minutes, a new buzzword rips through the business world, skids, gets a few books written on it, and ends up in a pile of tired terms next to ‘synergy.’ Today, one of the biggest corporate buzzwords is ‘storytelling.’ Marketers are obsessed with storytelling and conference panels on the subject have fewer empty seats than a Bieber concert.

Funny thing is, storytelling has been the buzzword off and on since advertising became a thing. It’s always coming out of the buzzword pile because, at the end of the day, storytelling is a skill. Stories have been an essential driver of change throughout human history. For good and for ill.”


Jesse Pickrain

TopRank’s Lee Odden Tackles Influencer Marketing in 5 Simple Steps

Jesse Pickrain on Sep 10th, 2014     Content Marketing, Content Marketing World

Lee Odden

At the largest content marketing conference in the world, over 2,500 attendees from 50+ countries converged on Cleveland, Ohio this week to learn about all things content marketing. Our agency, TopRank Online Marketing, has been involved with CMWorld since day one: presenting every year for the past 4 years as well as helping to market the conference through influencer eBooks. Saying we’re big fans of the event is an understatement.

As it happens, my first session at Content Marketing World was presented by our CEO, Lee Odden on the topic of influencers and content marketing.

What is an influencer? In a recent interview featured in Ann Handley’s Entrepreneur Magazine column, Lee described influencers as having “subject matter authority, credibility amongst a network and most importantly, the ability to affect actions amongst a network.”


Lee Odden

5 Ways to Optimize Your Content Marketing World Experience

Lee Odden on Sep 8th, 2014     Content Marketing World

Joe Pulizzi

Content Marketing World is here! Over 2,500 attendees from over 50 countries have invaded Cleveland for the biggest, baddest and best content marketing conference on the planet. With nearly 200 speakers, including a keynote from famed actor, director and producer Kevin Spacey, there’s a lot to look forward to. Multiple tracks of sessions to attend, networking events and the exhibit hall can all seem a bit overwhelming.

But here’s the thing about events: If you think you’re getting your money’s worth just by sitting in on a few sessions and mingling on the tradeshow floor, you’ve just touched the tip of the iceberg. We’ve been mastering the art of optimizing event attendance for maximum return for many years. Here are 5 ways you can use those insights to optimize your experience at Content Marketing World:


Ben Brausen

Online Marketing News: Bing Gets Conversational, LinkedIn Gets Transparent, YouTube Wins Popularity Contest

Ben Brausen on Sep 5th, 2014     Online Marketing, Online Marketing News

10 Reasons Social Is Good For Business

10 Reasons Why Social Media is Good for Business [INFOGRAPHIC] - Some say social doesn’t make business sense.  Those folks are wrong. This infographic covers 10 reasons why social is good for business and why you should be doing it too.  AllTwitter

Bing Launches Conversational Search - In its continued drive to build a search platform based on entity and conversational understanding, Bing has launched a new feature that enables the site to keep the context of a search from one query to the next. Search Engine Land

Facebook Drives More In-Store Sales for Small Businesses Than Pinterest or Twitter [Study] - A new study from digital marketing company G/O Digital shows that compared to Twitter and Pinterest, Facebook is better at driving offline sales for small businesses, with 84 percent of respondents saying that local deals or offers on Facebook heavily influence their decision to make in-store purchases. ClickZ


Lee Odden

Actionable Content Marketing – Interview with Heidi Cohen

Lee Odden on Sep 4th, 2014     Content Marketing, Interviews

Heidi Cohen

Whether you’ve been in the digital and content marketing game for just a few years, or since before the expression “content marketing” was popular, the tools exist for bright minds to create a brand and communicate their thought leadership. Powered with experience, great ideas and a passion for knowledge attainment and sharing, people like Heidi Cohen have walked the talk with content marketing by using content to advance their position in the digital marketing world.

As the President of Riverside Marketing Strategies and the Chief Content Officer of the Actionable Marketing Guide, Heidi Cohen‘s content marketing experience ranges from being a long time direct marketer for companies like The Economist, a columnist at ClickZ for many years, and past adjunct professor in the Masters in Integrated Marketing program at NYU. Based in New York City, Heidi publishes a very popular blog on all things marketing: Actionable Marketing Guide.


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