TopRank Online MarketingTopRank Online Marketing Blog
Eliza Steely

15 Snippets of Digital Marketing Advice from #MNSummit

Eliza Steely on Jun 27th, 2014     Online Marketing, Other Events

#mnsummit @toprank

HOOOOOOOOONK.

That’s how our morning started—honking cars as we inched our way through the rush hour traffic moving towards downtown Minneapolis. The gorgeous peach-colored sunrise coupled with the intoxicating smell of coffee helped us relax despite the stress of a morning commute.

Today’s drive was different than the rest. Instead of driving to our offices with views of Lake Minnetonka and the occasional deer, we headed into the bustle of the University of St. Thomas to attend the inaugural Minnesota Search Summit— an event focused on search, social media and digital marketing.

Fourteen of my TopRank coworkers and I are spending the day hearing advice from local experts, gleaning insights from industry thought leaders, and networking with some of Minneapolis’s savvy online marketers.


Ben Brausen

Online Marketing News – Goodbye Google Authorship, 1 Minute On Facebook, Videos Dominate

Ben Brausen on Jun 27th, 2014     Online Marketing, Online Marketing News

Content Marketing According To Google

The Marketing Industry According to Google Autocomplete - As you can see in the image above, Google has it’s ideas about what content marketing means.  While we obviously have our own ideas on what online marketing, blogging, and other terms mean, here’s a look a what Google Autocomplete thinks of some common marketing words and phrases.  HubSpot

With 1 Billion+ Travel Pins, Pinterest Gives Place Search An Upgrade - Forget the idea that Pinterest is all about fashion photos, cute animals and inspirational messages. The company says it’s now hosting more than a billion Place Pins across four million Place Boards. Together, all this represents more than 300 unique countries and territories. Search Engine Land


Lee Odden

How SEO and Inbound Marketing Can Grow Your B2B Marketing Performance

Lee Odden on Jun 26th, 2014     B2B, Online Marketing, SEO

B2B SEO Inbound Marketing

Call it organic marketing, call it inbound marketing or even content marketing – the practice of creating useful information to generate demand and attract an audience of buyers vs. buying ads to push messages out to them is one of the highest impact, low cost approaches to digital marketing a business can take.

The practice of optimizing content for better search visibility goes hand in hand with the broader approach of inbound marketing. SEO best practices can be applied to content across the entire sales cycle to surface brand content during awareness, consideration and purchase behaviors as well as after the transaction to reinforce retention and advocacy goals.


Lee Odden

12 B2B Content Marketing Examples and Case Studies for 2014

Lee Odden on Jun 25th, 2014     B2B, Content Marketing

Killer B2B Content Marketing

Content Marketing has long been a staple for the B2B Marketing world with an increased boost in popularity due to changes in consumer information discovery and consumption. Over 90% of B2B marketers are using content marketing according to CMI and MarketingProfs. Far more research is conducted before sales contacts are made providing B2B companies an opportunity to satisfy buyer information hunger with some killer content.

But what works and what doesn’t? What are B2B brands, big and small, doing to achieve results with content marketing? Those are great questions we’re answering every day through our own work with B2B companies and through industry examples.

For some inspiration for your B2B content marketing programs, check out these mini-case studies from the 2014 C2C Killer Content Awards, which include a mix of brand content marketing program examples and the results they produced. From print to video to coordinated multi-channel content programs, there’s a nice variety here.


Lee Odden

Curation and Repurposing to Extend the Life of Your Content Marketing

Lee Odden on Jun 23rd, 2014     Content Marketing

repurpose curate content

Ever have one of those dreams where you’re running a race and if you don’t win, you’ll turn into a big blue chicken? Hmm, maybe not.

How about running a race only to find you never actually finish because you’re on a treadmill? That’s how a lot of marketers feel about their Sophomore content marketing programs about now. The need for more and better content is never ending. Quarterly editorial plans make it feel like the end is near, but this isn’t a race. It’s a journey full of twists and turns, hits and misses. Maybe even a few blue chickens here and there.


Ben Brausen

Online Marketing News – Twitter Gets GIFs, Microsoft Makes Promises, No Budget For Mobile

Ben Brausen on Jun 20th, 2014     Online Marketing

Twitter Brings Tweets To Life Through The New Support Of Animated GIFs - Twitter may start looking a lot more like Tumblr soon thanks to the new support of animated GIF files. Across the web, Android & iOS platforms users will be able to view their favorite GIF images in full motion. Marketing Land

Facebook to Use Web Browsing History For Ad Targeting - Through its ubiquitous “like” buttons on publisher sites across the web, Facebook has long been able to watch the web surfing behavior of its 1.28 billion monthly users. Soon it will begin to use that information for ad targeting on Facebook. AdAge


Lee Odden

Essential Q and A on the Value of Content Marketing

Lee Odden on Jun 17th, 2014     Content Marketing
Content Marketing Q & A

Content Marketing Sage or Ice Giant?

In advance of the Content Marketing Conference Europe event last week, Maaike Gulden did an interview with me to surface some essential advice about improving content marketing.

Since the interview was published in Dutch, I’m posting portions here for our readers looking for a useful perspective on content marketing that will hopefully bring some clarity to an increasingly misunderstood concept. This Q and A covers everything from a definition to why to why content marketing is valuable, a solid B2B content marketing example and my perspective on the future.

What is your perspective on content marketing?

Content is the reason search engines exist and it’s the cornerstone of what people share on the social web. A quantity of quality content that answers reader’s questions in a useful and entertaining way serves everything from demand generation to lead generation.


Lee Odden

From Antwerp to Bucharest – Lessons Learned About Storytelling and Content Marketing

Lee Odden on Jun 16th, 2014     Content Marketing

Storytelling Content Marketing

Growing digital marketing skills and knowledge are more important now than ever. I’m sure you can relate to the pressures of having to continuously stay on top of what’s new and most effective.

The good news is that much knowledge can be gained from new experiences and connections. In the past 2 weeks I’ve had the good fortune to attend an Integrated Marketing Communications event at West Virginia University a content marketing conference in Antwerp, Belgium and a digital marketing conference in Bucharest Romania. Plus this week I’m in London for a few meetings where similar topics will be discussed.

Amongst those geographically diverse experiences, each with a focus on some aspect of digital marketing and communications, I have noticed a consistent set of expectations regarding information delivery, content quality and interactions.


Ben Brausen

Online Marketing News – Twitter’s COO Is Out, Google Shopping Is In, Are We Smarter Than 5th Graders?

Ben Brausen on Jun 13th, 2014     Online Marketing, Online Marketing News

COO of Twitter Resigns via Tweet - The COO of Twitter, Ali Rowghani, announced his resignation on the social network yesterday. The announcement comes a day after Re/code reported on internal tension over Rowghani’s role at the company. Charged with overseeing user growth, Rowghani has not been able to stem its decline. SocialTimes

Google Introduces New Content API For Google Shopping - Last week, Google introduced a new version of the API that allows retailers to manage product feed content programmatically, as opposed to through manual updates to Google Merchant Center. It’s the first version update of the API since Google first launched it in 2010, before Google Shopping became a paid platform. Search Engine Land


Evan Prokop

New LinkedIn Profile Features: 4 Tips to Optimize Your Presence

Evan Prokop on Jun 11th, 2014     LinkedIn, Online Marketing, Social Media

LinkedIn Profile Optimization

Never one to rest on its laurels, LinkedIn recently announced some interesting new profile features that can help you stand out, be found and measure the impact of your LinkedIn presence (disclosure, LinkedIn is a TopRank client).

Here are 4 ways you can take advantage of the new LinkedIn profile updates: 

Stand out With New Profile Image Options

The trend towards getting more visual has taken hold of all aspects of social media and LinkedIn profiles are about to get the same treatment.

Some new image features to be on the lookout for are:

  • Larger headshot photos
  • Expanded profile headers
  • Free gallery of background images

Lee Odden

140+ Statistics on Content Marketing in Europe

Lee Odden on Jun 9th, 2014     Content Marketing

content-marketing-statistics-europe

While close in proximity, the dynamics involved with characterizing a topic like content marketing for a large group of countries like Europe is more than ambitious.

However, the demand and interest for information about content marketing in Europe is high and there are a small number of studies available to better understand how European businesses currently view content marketing as part of the digital marketing mix.

Tapping into reports from CMI/DMA UK, Adobe/Econsultancy and HubSpot/SmartInsights as part of my research for a keynote presentation at Content Marketing Conference Europe this week, I’ve pulled together these statistics (Handy for presentations, tweets and blog posts):

Top 5 Priorities for Global and European Marketers in 2014 – Adobe/Econsultancy

  • 36% content marketing
  • 36% social media engagement
  • 32% Targeting and personalization

Ben Brausen

Online Marketing News – Mobile-Only Madness, Marketers Top Networks, Fark Beats Google+

Ben Brausen on Jun 6th, 2014     Online Marketing, Online Marketing News

30 Must Read Blogs About Content Marketing - Catherine Pham’s from InfograpgicB2B brings us 30 of the best blogs covering content marketing, including the TopRank Blog.  These blogs provide tons of valuable insight into content marketing and how it fits into the overall marketing picture. SlideShare

Report: 60% Of Social Media Users Vary Their Actions & Connections Vastly Across Social Sites - Looking for proof that you shouldn’t just spray a message out across all social networks verbatim? Well, 140 Proof partnered with IPG Media Lab to find an answer by studying the cross network usage of 500 social media participants. It turns out that users have a strong delimitation between each, something that the study calls “Social Hygiene.” A whopping 60% of users agreed that they connect with different types of people, brands and media based on the platform. Marketing Land


To optimize your online marketing performance, contact us at TopRank | ©2014 TopRank® Online Marketing | Top