Ashley Zeckman

TopRank Marketing’s 2016 Content Marketing Predictions

Ashley Zeckman on Dec 23rd, 2015     Content Marketing

2016-Content-Marketing-Predictions

Was 2015 the year content marketing died? A quick Google search for “the death of content marketing” pulls up at least five articles written in the last six months, each seeking to put the final nail in the content coffin. To confuse the issue, for every “content marketing is dead” article, there’s a “traditional advertising is dead. Long live content marketing!” piece to balance it out.

Is this a Schrodinger’s Cat scenario? Are we holding a wake, or should we be performing CPR? In reality, it’s non-strategic content marketing that’s on life support. Audiences are increasingly ignoring the glut of mediocre content tossed haphazardly onto the web.

That’s good news. It means exceptional content with strategic creation and promotion can thrive. Making quality content the new minimum requirement is good for marketers and customers alike.

Ashley Zeckman

How to Use LinkedIn Sponsored Updates to Jumpstart Content Promotion in 2016

Ashley Zeckman on Dec 22nd, 2015     LinkedIn, Online Marketing

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2015 was the year that content marketing exploded. Brands have become publishers and are all competing in the same arena to provide a quantity of quality content for their audience. In the coming year, content capabilities and demands will only increase.

It’s time that marketers think beyond creation, and take advantage of the tools available for content amplification, promotion and measurement. With over 4million business pages housed on their platform, there is no denying that LinkedIn is a powerhouse for amplifying and boosting great content.

Today, LinkedIn released their newest guide to LinkedIn Sponsored Posts. This guide was composed by scouring LinkedIn to find the best examples of business sponsored content. In order to  take the leap into investing in sponsoring content, you first have to make sure that you have something worth promoting. Below are a handful of examples of businesses using great content on LinkedIn to capture the attention of their audience.

Joshua Nite

Defying Gravity: Our 5 Most Shared Influencer Marketing Posts of 2015

Joshua Nite on Dec 21st, 2015     Content Marketing, Influencer Marketing

Top-Influencer-Marketing-Posts-of-2015

If you have ever seen a space shuttle launch–and let’s pause for a moment of silence for NASA’s funding—you remember how small the shuttle itself looks on the launch pad. Even though it’s a massive vehicle, it’s dwarfed by the fuel tanks that will boost it into orbit. It takes a lot of energy to defy gravity, and the shuttle needs all the help it can get.

For marketers, influencers are the fuel that can get our content out of the gravity well and up where people can see it. We know influencer marketing gets results, and it’s great to see it emerging as a trend. Eighty-four percent of marketing and communications worldwide expect to launch at least one influencer marketing campaign in the next year, and 81% who have already tried it say influencer engagement was effective.

Ben Brausen

Online Marketing News: Facebook Adds Instant Article Ads, LinkedIn Introduces Interesting Insights, YouTube Tacks On Trending Tab

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

What Santa Can Teach You About Email Marketing

What Santa Can Teach You About Email Marketing [Infographic] – What can we learn from watching Santa and the way he organizes his work? A lot, actually. Every stage in the process that ends with a present under your Christmas tree has a parallel in email marketing. Let’s look at what Santa does and how we can apply those lessons to email marketing. FreshMail

AdSense Mobile Text Ads Get Another Facelift – Among several design updates, the newer version does away with the need to swipe in order to see the display URL. Marketing Land

Facebook Improves Their Name Process – This week, we will begin to test new tools that address two key goals. First, we want to reduce the number of people who are asked to verify their name on Facebook when they are already using the name people know them by. Second, we want to make it easier for people to confirm their name if necessary. Facebook

Ashley Zeckman

Spoiler Alert: How to Resist Falling to the Dark Side of Digital Marketing

Ashley Zeckman on Dec 17th, 2015     Digital Marketing, Online Marketing

Digital-Marketing-Dark-Side

“Fear is the path to the dark side.” – Yoda

On December 18th, Star Wars: The Force Awakens hits the big screen. Throughout the entire series we have cheered for our heroes and heroines to resist the dark side.

We’ve seen them face temptation, make the right (and sometimes wrong) choice, but at the end of the day, we’re rooting for their success. Similarly, digital marketers have faced some familiar and sometimes devastating challenges. But what can we do to avoid the path to the dark side and instead come out as heroes to our customers?

Spoiler alert, just kidding, this is a different type of spoiler. In this post we will explore avoidable mistakes in the galaxy of options available to us today. Arm yourself with your lightsaber and get ready to start building your digital marketing empire.

Ashley Zeckman

TopRank Marketing’s 2016 Social Media Marketing Predictions

Ashley Zeckman on Dec 16th, 2015     Online Marketing, Social Media

2016-Social-Media-Marketing-Predictions

This year was a rollercoaster for social media marketers.

Let’s take a look at what changed in 2015 alone:

  • Facebook Pages took a big hit on organic views. In order to increase reach to just your existing audience, it is now a pay to play model.
  • Meerkat, Periscope and Blab all launched this year, making real-time video streaming and interaction a reality.
  • Twitter announced late this year that share counts would no longer be available through 3rd party applications, forcing marketers to find other ways to determine how much love their Twitter content was really getting.
Michael Bak

3 Remarketing Campaign Tips to Help You Engage Your Online Audience

Michael Bak on Dec 15th, 2015     Digital Marketing, Online Marketing

Remarketing-Tips

As technology advances we are provided even more tools and opportunities to deliver better information to our customers, no matter where they are searching. In today’s world, a prospect that visits your website and doesn’t convert isn’t always a lost customer.

Online advertising offers an opportunity to re-engage and capture the attention of those prospects, even after they’ve left your website. Incorporating remarketing into your online advertising strategy can help keep your business top of mind, for those customers that you want to target the most.

If you’re using Google Display Network (GDN) and building your marketing audiences from scratch, the opportunities are endless. Google Display network serves more than a trillion impressions are to over 1 billion users every month.

Joshua Nite

Creating Chemistry: Our Top 5 Content Marketing Posts of 2015

Joshua Nite on Dec 14th, 2015     Content Marketing, Online Marketing

top-content-marketing-posts

Great content marketing is like chemistry: If you combine the right elements with careful timing and measurement, you can get a positive reaction. Get the formula wrong, and you could get no reaction at all. Or you could find yourself standing in a crater, smoke wafting up from your eyebrows.

According to the Content Marketing Institute and Marketo’s 2016 Benchmarks, Budgets and Trends, 76% of B2B and 77% of B2C marketers plan to produce more content next year than they did in 2015. But as the volume increases, effectiveness is still lagging. Buyers faced with an onslaught of information are opting out of all but the most exceptional content.

Ben Brausen

Online Marketing News: A Look Back, The End Of The Track, and Steaming App

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

Data Driven Holiday Marketing Strategies

A Guide to Data-Driven Holiday Marketing Strategies [INFOGRAPHIC] – How can your business gain a piece of the $650 billion pie? This infographic from Pixel Road Designs (the company of our Chief Social Media Strategist, Brent Csutoras) shows you how to supercharge your marketing and improve your sales this holiday. Pixel Road Designs

Facebook Is Using Surveys to Better Understand Viral Stories – As we work to improve News Feed, we make updates to the algorithm that help make sure you are seeing the most relevant stories at the top of your feed. We want to make sure that everyone who uses News Feed can understand what updates we’re making and the thinking behind them. That’s why we continue to publish News Feed FYI blog posts to explain major updates and how we’re working to get better at showing you the stories that matter most to you. Facebook

Ashley Zeckman

50 Influential Women in Digital Marketing

Ashley Zeckman on Dec 10th, 2015     Digital Marketing, Online Marketing

50-INFLUENTIAL-WOMEN-IN-DIGITAL-MARKETING

As marketers, it’s important to draw inspiration from many sources. This could include our internal team, clients, industry thought leaders and more. Today, I would like to shine a light on 50 influential women in digital marketing who are trailblazers and innovators.

There are many more women that are doing awesome things in digital marketing that didn’t make this list, but that doesn’t mean that they aren’t kicking butt in their own right.

This list was developed by a rigorous combination of previous nominee’s from past Women Who Rock Social Media lists, awesome marketers we follow and additional influencers discovered using Traackr’s tool.

This final list is in no particular order and features career tips from ten of our featured marketers.

Joshua Nite

Back to the Lab: Our Top 5 Social Media Marketing Posts of 2015

Joshua Nite on Dec 9th, 2015     Online Marketing, Social Media

Top-Social-Media-Marketing-Posts-of-2015

Marketing is a science as much as an art, and the TopRank Online Marketing blog is an ongoing experiment. We’re constantly going back to the lab to try new approaches, research new topics, and refine our writing skills. As 2015 draws to a close, we’re taking a look at our most popular posts to see which ones you thought were the most shareworthy.

Social media marketing was a big topic for marketers this year. Facebook changed its algorithm to limit organic reach to as little as two percent. Twitter removed share counts from its API, taking away a powerful tool for marketers to provide social proof to their audience.

Joel Carlson

5 Opportunities to use BLAB for Digital Marketing

Joel Carlson on Dec 8th, 2015     Digital Marketing, Social Media, Social Media Tool

Tips-for-Digital-Marketing-Blab

This year may very well go down as the year that live streaming video became a marketable asset. It began with the launch of Meerkat in February of 2015, then the launch of Periscope in March and BLAB in April. Unlike Meerkat and Periscope, a BLAB can feature up to 4 people live streaming at one time, and allow followers to comment and give “digital love” to the participants.

Just by its name, BLAB sounds like it could be an ongoing live-chat discussion that goes on and on without any end in sight. That could work if you’re wanting to kill some time on a Friday night or over the weekend, but that application wouldn’t work well for marketing most products or services. There has to be some kind of structure or outline in order to achieve success with this platform.