Lee Odden

Is Cognitive Technology the End of Marketing As We Know It?

Lee Odden on Apr 18th, 2017     Digital Marketing

Cognitive Marketing

“Will artificial intelligence replace marketers in the near future?”

Loren McDonald IMB Watson MarketingThis is the compelling question posted by Loren McDonald of IBM Watson Marketing during his presentation at the recent Digital Summit conference in Los Angeles. While many marketers might consider this a provocative presentation opener, there are some blunt realities marketers need to consider if they want to remain in the field and be competitive.

Consider these stats:

  • ‘Intelligent agents’ or AI will destroy 6% of all jobs in the US by 2021. Forrester Research
  • AI could threaten up to 47% of jobs in two decades. Eric Berger, ars Technica
Lee Odden

Essential Search and Social Media Promotion Tips for News Content

Lee Odden on Apr 17th, 2017     Content Marketing, Online PR, Social Media

Serena Ehrlich BusinessWire

Marketing and PR greatness must include equal parts intelligence, creativity and a focus on results. But there’s one more important ingredient necessary to help you stand out: enthusiasm.

Serena Ehrlich from Business Wire has all of these characteristics and at the Digital Summit LA conference, she shared a cornucopia of practical advice about media relations and promotion of news content with zest and gusto.

Here are a few highlights.

Serena EhrlichIt’s common sense and supported by research that industry media is a source of news and trusted information for buyers of every kind. Consumers and journalists have changed right along with the technology used to discover, consume and engage with content.

Therefore, it’s essential that marketing and communications professionals empathize with their audience to understand their preferences and give them what they want.

Tiffani Allen

Digital Marketing News: Behavioral Analysis, Instagram Revamp and Local Search Rankings

Tiffani Allen on Apr 14th, 2017     Online Marketing News

Using Behavioral Analysis to Improve Marketing ROI [Infographic]
This infographic shows how behavioral analysis shows you how to know your audience and maximize your budget by using behavioral analysis, much like Kraft did when they were contemplating removing artificial colors and preservatives from their classic mac & cheese. Social Media Today

Instagram Just Revamped Instagram Direct, Which Now Has 375 Million Monthly Users
Instagram recently announced that the platform is adding disappearing photos and videos — originally released last year — to their Instagram Direct feature. The feature now has 375 million average monthly users, compared to 300 million in November. AdWeek

Ashley Zeckman

New Report: Top Content Marketing Growing Pains for B2B Enterprise Marketers

Ashley Zeckman on Apr 13th, 2017     B2B Marketing, Content Marketing

Every organization experiences growing pains when it comes to growing their content marketing program. Customer needs quickly evolve which means that brands need to be agile enough to meet consumer demand.

The group that maybe has it toughest of all is B2B enterprise marketers. The added complexities of supplying content for multiple business units and product sets, geographical locations and therefore, multiple customer groups is no easy undertaking.

While many B2B enterprise marketers have managed to crack the code for successful content marketing, others are still struggling to manage expectations with reality. The new 2017 B2B Enterprise Content Marketing report from Content Marketing Institute, MarketingProfs and Knowledge Vision helps to uncover some of the top opportunities that exist for B2B enterprise marketers.

Below, I’ve pulled out four of the top opportunities uncovered by the report as well as some helpful tips for overcoming these common hurdles.

Joshua Nite

Content Planning for the Win: 10 Expert Tips to Keep Your Audience Engaged Again & Again

Joshua Nite on Apr 12th, 2017     Content Marketing, Online Marketing, Online Marketing Strategy

Blank space: Great when it’s a Taylor Swift song (or a nifty 20’s-style cover of same), not awesome when it’s on your editorial calendar. You want to publish with a steady cadence to keep your audience satisfied. But you know that filler won’t do—it’s got to be quality and quantity.

Great content is no accident. It requires careful planning to provide the value and variety your audience craves. At TopRank Marketing, we create content for dozens of clients. That’s a lot of blank space to fill. But when it’s over, we know the high was worth the pain (sorry, now I have Taylor Swift stuck in my head for the rest of the day. Hopefully you do, too).

Here’s how to create a content plan that’s designed to excel.

Caitlin Burgess

What’s Next for Twitter? Social Domination or Eminent Failure?

Caitlin Burgess on Apr 11th, 2017     Social Media

Despite recent improvements to user experience and platform flexibility, the struggle to retain and attract new users—and grow revenue—is still real for Twitter. And, unfortunately, these may be the least of the platform’s worries these days.

From widespread trolling and harassment to simply having a confusing interface, Twitter is drawing criticism for nearly every aspect of its operation. In addition, after shutting down Vine and cutting more than 300 jobs last fall, more fuel was added to the claims that Twitter was getting closer to death.

So … Is Twitter Dying?

As an eternal optimist, I’m not ready to say Twitter’s fate is doomed. As WIRED’s Davey Alba said earlier this year, while Twitter may be a bit of a mess—it still has some real potential and value to offer.

Ashley Zeckman

20 Inspiring & Actionable Influencer Marketing Tips for The Modern Marketer

Ashley Zeckman on Apr 10th, 2017     Content Marketing, Influencer Marketing

The heat is on for marketers to incorporate influencers into their marketing strategy. The problem is, the sheer amount of bad advice about influencer marketing can make it difficult to separate the good from the bad.

While the pursuit for influencer marketing success doesn’t appear to be slowing down, many marketers are unsure which direction to go. In fact, the new Influence 2.0 report that we developed in partnership with Altimeter Group and Traackr, 48% of marketers are still experimenting with incorporating influencers into their marketing.

The way that different organizations define influencer marketing vary greatly. However, TopRank Marketing CEO Lee Odden describes influencer marketing as:

“Developing relationships with internal and industry experts with active networks, to co-create content that helps drive measurable business goals.” 

Tiffani Allen

Digital Marketing News: Traditional vs. Programmatic, Twitter Lite & LinkedIn Lead Gen

Tiffani Allen on Apr 7th, 2017     Digital Marketing, Online Marketing

Traditional vs. Programmatic Media Buying [Infographic]
Programmatic media buying is all over the digital marketing sphere. What are the key differences between programmatic and traditional media buying? This infographic lays them out side by side. MarketingProfs

Introducing Twitter Lite
To combat slower mobile networks, expensive data usage and a lack of mobile storage experienced by some users, Twitter has launched Twitter Lite. The new offering is a mobile web experience that minimizes data usage and takes up less than 1MB of space. Twitter

LinkedIn Lead Gen Forms Streamline the Lead-Generation Process
LinkedIn (client) has enabled lead gen forms to help advertisers provide a seamless, in-app experience for their sponsored content on mobile devices. The form is easily filled out with a prospect’s LinkedIn info, and after conversion they’re sent to a customized thank you page in the app guiding them to their next step. AdWeek

Ashley Zeckman

Top Tips for Making the First 30 Days in Your New Content Role Really Count

Ashley Zeckman on Apr 6th, 2017     Content Marketing, Online Marketing

For me, starting a new job is always a steady mix of overwhelming excitement and sheer terror. I think about all of the things that I am going to accomplish (very quickly of course) and then at some point realize that the comfort of knowing the in’s and out’s of my previous job, are now gone.

As someone that has worked in numerous marketing and content roles throughout my career, I’ve learned some easy (and some very tough) lessons. In the end, I’ve realized that it doesn’t matter how much I think I know walking in on my first day, it’s how I take advantage of the training and onboarding available that has the biggest impact. 

Joshua Nite

The 5 W’s (and an H) That Guide Your Content Marketing Strategy

Joshua Nite on Apr 5th, 2017     Content Marketing, Online Marketing

Journalists make excellent content marketers. It’s not just because they’re used to writing clean, compelling copy. Or that, given the state of the modern news industry, there’s a wide talent pool for marketing departments to choose from.

No, journalists make great marketers because they have finely-developed instincts for chasing down a story. They know how to collect the facts thy need to make a full report. They ask the right questions and make sure they get a straight answer, before they write a single line.

Couldn’t your content marketing use a little journalistic edge? Not just for the copy, but for your entire strategy?

When reporters are researching a story, they go through the Five W’s: Who, What, When, Where, Why & How (Yes, I know that’s five w’s and one h. This is the country that brought us the three R’s: reading, ‘riting, and ‘rithmetic).

Caitlin Burgess

3 New Facebook Updates, Features Businesses Should Take Advantage Of

Caitlin Burgess on Apr 4th, 2017     Facebook, Social Media

From revamping its News Feed algorithm and page layouts to rolling out its own version of Snapchat last week, Facebook has been busy adding new features and capabilities over the past few months.

For the average user, these changes are making it easier and more fun to share and engage on the platform. For businesses, the changes are likely overwhelming, with many wondering how they can adapt to these changes, turn them into a marketing advantage and ultimately reach a piece of the platform’s 1.23 billion daily active users.

If you’re part of the latter scenario, we’d like to help you out a bit. Below we highlight some of the latest updates and new features that businesses should take note of, as well as some tips on how to take advantage of them to further your social media marketing efforts.

Kevin Cotch

Still Struggling with Your SEO Strategy? Focus on These 4 Best Practices for Improved Results

Kevin Cotch on Apr 3rd, 2017     Search Engines, SEO

The pressure of understanding the ins and outs of developing and implementing an integrated digital marketing strategy has many marketers searching for a better way. Search Engine Optimization (SEO) is just as integral to a successful marketing strategy as it was in previous years. That’s right, SEO is not dead but it has changed.

If you’re still struggling to develop a successful SEO strategy, you’re not alone. Search engine optimization experts are still faced with the constant struggle to provide the right results, but the all too often, expectations are focused on vanity metrics or outdated tactics.