TopRank Online Marketing
Lee Odden

Where Can UK Marketers Learn Paid, Earned, Owned & Integrated Marketing? #SESLon

Lee Odden on Jan 23rd, 2014     Marketing PR Conferences, Search Engine Strategies

SES London 2014

I’m a traveling kind of guy and in just a few weeks I’ll be traveling to a meeting of the marketing minds (aka SES London) in the very heart of Westminster.

And what will these marketing minds be focused on? The future of digital marketing of course.

And the topics? Owned, Earned, Paid and Integrated Marketing – each represented in presentations and workshops over four days.

And who will be dispelling these buckets of knowledge? Some of the top digital marketers in the UK, Europe and abroad.

After workshops covering Web Analytics, SoLoMo, PPC and SEO, the regular conference kicks off with a keynote from Bruce Daisley @brucedaisley, UK Managing Director at Twitter.  Then the next 3 days of breakout sessions are segmented into Paid Media, Owned/Earned Media, Business Intelligence and Integrated Marketing.


Nicolette Beard

Online Magazines & Apps for Content Marketing: Brand Examples and Best Practices

Nicolette Beard on Jan 21st, 2014     Content Marketing, Digital Marketing, Visual Marketing

Online Magazines and Apps

“Think like a publisher” has become the mantra for many marketers over the past 2 years.

While experienced marketers already recognize the value of great content, the lines are blurring between traditional publishers and brand publishers as more companies adopt more sophisticated content marketing practices.

Just as publishers are creating digital magazines and apps to better engage audiences, so too are brands who want to engage directly with target audiences as part of their owned media demand generation programs.

But what kind of content makes sense in a digital magazine? What effect does interactive digital content have on creating compelling customer experiences? And how do online magazines fit with other digital marketing efforts like social media and online advertising?


Lee Odden

Rock & Roll Social Media & Content Marketing Interview with Jason Miller of LinkedIn

Lee Odden on Jan 20th, 2014     Content Marketing, Interviews, Social Media

Jason MillerAs Senior Manager, Content Marketing & Social Media at LinkedIn, Jason Miller is responsible for leading the content and social media marketing efforts for LinkedIn Marketing Solutions. (Disclosure: LinkedIn is a TopRank client)

Not only is Jason an avid fan of 80′s rock and roll, but he’s a marketing rockstar by any definition – with a digital marketing “catalog” that would make any marketer envious.

I can’t count how many times I’ve had discussions with industry thought leaders about creative content and high impact social where Jason’s name was volunteered to me as a go-to resource for best practices in action. But that’s no surprise, as our history with Jason goes way back.


Nicolette Beard

Online Marketing News: Facebook Trending, Got Jelly?, Twitter Targeting, Mobile Explodes (Again)

Nicolette Beard on Jan 17th, 2014     Online Marketing, Online Marketing News

Definitive Guide to Lead GenerationDefinitive Guide to Lead Generation – Lead generation is essential for today’s marketers as they strive to create demand and get their messages heard by increasingly sophisticated, multi-channel buyers. Lead generation helps build brand awareness, nurture prospects and customers, qualify leads, and ultimately generate measurable revenue and you can learn all about it in this new 160 page eBook from Marketo

Facebook Will Now Tell You What’s Most Popular on Facebook – Facebook will now surface trending topics alongside the News Feed, using a new product the company simply calls “trending”. Trending will show a personalized list of popular topics for each user, combining their interests with content getting the most attention across the entire platform. Facebook will determine which topics are trending with an algorithm intended to recognize “a sharp increase in popularity,” not necessarily a large volume of posts or articles about a particular subject, according to a spokesperson. Mashable


Lee Odden

Strategy vs. Tactics. Does Your Digital Marketer Really Know the Difference?

Lee Odden on Jan 16th, 2014     Digital Marketing, Social Media

Going Digital

Recently I’ve been doing a number of audits for prospective clients, surveying their presence on the search and social web, how they are “known” and taking inventory of digital assets and the overall experience across their owned, earned, paid and shared media.

This exercise has reinforced to me that digital marketing agencies like ours are going to be busy for years to come.

Why?

It’s the difference between tactics and strategy.

More often than not, it’s clear that companies are executing tactics with no cohesive strategy to tie their marketing activities together.  Blogs are often started without regular posts and those that are published: pure self promotion.

Social network profiles offer inconsistent visuals (we are guilty of this!) and in many cases, Facebook cross posts to Twitter which is cross posted to Google+ and a LinkedIn company page.


Lee Odden

Content Plus Social is A Sweet Song to Sing – Interview with Amy Higgins of Concur

Lee Odden on Jan 15th, 2014     Content Marketing, Interviews, Online Marketing, Social Media

Amy Higgins ConcurOne of the truly great things about working at TopRank Marketing are our clients. On a daily basis we get to connect with and solve marketing problems with some of the smartest marketers on the web.

Take for example, Amy Higgins, an ex-Googler that is now the Content and Social Media Manager for Concur SMB. Concur is an automated expense tracking solution that is growing by leaps and bounds. Amy is super smart, goal and customer focused, very nice to work with and highly networked.

While I could talk about the successful engagement we’re having with Amy and Concur, this interview will instead focus on Amy and her unique and valuable insights as an accomplished content and social media marketer. We need more Amys in our world!


Nicolette Beard

What You Need to Know About Mobile Content Marketing: Pros, Cons, Examples and Best Practices

Nicolette Beard on Jan 14th, 2014     Content Marketing, Online Marketing

Mobile Content StrategySuccessful mobile marketing is all about context.  A study by Nielsen and Google found that “in the moment” searches are by far the most popular with 85% of smartphone users looking for local information and 81% following up to take action.

But what kind of content makes sense on a mobile device vs. the content marketing being published online? What effect does mobile content have on creating compelling customer experiences and how does mobile fit with other online marketing efforts like SEO, social and ads?

One thing that has become clear is that since Google’s Hummingbird update, mobile can no longer be viewed as a separate channel. For forward-thinking marketers, the practice of optimizing for mobile across the span of customer touch points must be incorporated into your integrated marketing mix. If not, you risk alienating your customers.


Lee Odden

Native Advertising: Evil, Savior or Use As Directed? You Must Choose or You May Lose

Lee Odden on Jan 13th, 2014     Online Marketing

Native AdvertisingWhile organic search is still a critical channel for connecting consumers seeking solutions with the brands that offer them, Google seems to be slowly but surely displacing organic content with ads and it’s own content as well as removing any cause / effect signals for optimizing natural search placement. These changes have driven more companies to PPC and social.

The promise of social media has drawn huge investments from companies and brands of all sizes, and yet social networks like Facebook are making organic visibility the Yeti of the social media world. What to do? Run social ads. Create content!

Content Marketing is being touted by many as THE area for focus in 2014. At the same time, many companies are increasingly challenged to sustain brand content creation on pace with business growth goals.


Nicolette Beard

Online Marketing News: Google+ Gmail Free for All, State of Marketing 2014, See CES, In App Ads Explode, #NMX Wrap Up

Nicolette Beard on Jan 10th, 2014     Online Marketing, Online Marketing News

State of Digital Marketing 2014

What can a survey of over 2,500 global marketers tell you about the future of digital marketing? Turns out a lot.

Here are summary stats from the ExactTarget Marketing Cloud report just released yesterday:

Top three digital marketing priorities for 2014 are:
· Driving increased conversion rates (47%)
· Increasing and improving brand awareness (46%)
· Collecting, measuring, and using behavior (29%)

Top three metrics used to track success:
· Conversion Rates (67%)
· Engagement Rates (opens, clicks) (64%)
· Return on Investment (61%)

Insights on Digital Marketing spend:
· 98% of marketers plan to increase or maintain their spend for 2014
· Four key areas where marketers plan to increase spending in 2014:
· Data & analytics (61% plan to increase)
· Marketing automation (60% plan to increase)
· Email marketing (58% plan to increase)
· Social media marketing (57% plan to increase


Eliza Steely

#NMX 2014 Wrap Up: Top Tips, How To’s and Lessons Learned

Eliza Steely on Jan 9th, 2014     BlogWorld NMX, Marketing PR Conferences, Online Marketing

NMX 2014 Wrap UpFlying is one of the most beautiful things in the world to me.

There’s just something so breathtaking about getting to see cities from above—their lights twinkling brighter than any nightlight—and being surrounded by clouds that look so fluffy cotton candy would be jealous.

Last weekend I got to experience it all while flying to Las Vegas for NMX with my coworkers Ben Brausen and Nick Ehrenberg. Needless to say none of us were sad to watch the cold fall away and land in a balmy 50 degrees.

After being teased by our taxi driver about our short sleeves and catching a few glimpses of The Strip, we arrived at the Rio All Suites Hotel & Casino to learn all we could about new media, blogging, and how people achieve success in both arenas.


Ben Brausen

How UFC Is Throwing Big Blows On Social Media

Ben Brausen on Jan 9th, 2014     BlogWorld NMX, Facebook, Online Marketing, Social Media, Social Networking

UFC NMX 2014Big sports are big business.  There are billions of dollars to be made and no sport is growing faster than the Ultimate Fighting Championship (UFC).  Millions of viewers worldwide tune in to watch fighters pummel each other.  Jackie Poriadjian SVP/Strategic Marketing/PR & Distribution for UFC and Dave Taylor sat down and discussed How The UFC Rocks Social at NMX 2014.

The Stats

Lets take a look at some of the numbers that make the UFC a true heavyweight.

  • Largest PPV Event In The World – Bigger than the WWE, professional boxing, or any other pay-per-view event out there.  The UFC is the real king of the ring when it comes to transactional viewing events.
  • Broadcast In 28 languages – That’s just as many as the BBC, the world’s largest broadcaster.  That’s the big reach their fighters wish they had.

Nick Ehrenberg

How to Make the Most of Vine’s 6 Seconds #NMX

Nick Ehrenberg on Jan 9th, 2014     Blogging, BlogWorld NMX, Content Marketing, Online Marketing

Vine, social marketing, NMXDoes your business utilize Vine for micro-content creation? The nascent video social network may not seem like a business-friendly target for social marketing, but there are several opportunities for engagement and retention within it. We may be conditioned to use Instagram or YouTube to tell longer video stories, but Vine’s six-second limit forces marketers to truly be creative with their time.

What makes a good, business-centric Vine video? Spud Hilton, Martin Jones, Jon Skogmo, Josh Entman and Richard Spalding explained the key traits in an NMX panel session.

Emphasizing mobile social marketing first

Vine is inherently mobile – they may have recently added a Windows client, but its foundation stems from mobile devices. That itself presents a unique opportunity for brands. Spalding noted that content created on Vine is instantaneous, spontaneous, and quickly shareable. Add the connection with Twitter, and you have a large audience at the ready.


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