TopRank Online MarketingTopRank Online Marketing Blog

Lee Odden

Online Reputation Book Review: Repped by Andy Beal

Lee Odden on Mar 13th, 2014     Online Marketing, Reputation Management

Online Reputation BookMany years ago when the role of search in brand reputation was really coming into it’s own, Public Relations and SEO were becoming unlikely partners as way to position positive messages about brands and individuals in search results. The combination of Search and PR was actually the genesis of TopRank Marketing.

As Google became a powerful reputation engine, the need for individuals and brands to monitor and manage their online reputations increased too.

Today, with billions of internet users empowered to post content anytime, anywhere, the articles and presentations we originally published on Online Reputation Management (ORM) are even more important today. And yet there are thousands of brands and even more individuals that are oblivious and in dire need of ORM.

Lee Odden

A Prerequisite for Content Marketing Success – Book Review: Managing Content Marketing

Lee Odden on Jul 3rd, 2013     Book Reviews, Content Marketing, Online Marketing
Managing Content Marketing

Managing Content Marketing by Robert Rose & Joe Pulizzi

There are certain books that I find myself recommending to folks on our team and to people I meet at conferences over and over again. These are books I purchase multiple copies of (I give them away and they also seem to disappear).

One book in particular that fits this situation is Managing Content Marketing: The Real-World Guide for Creating Passionate Subscribers to Your Brand by Robert Rose and Joe Pulizzi.

Sure, Robert and Joe are two of the smartest and nicest people I know, but this book really does deserve to be required reading for any organization investing in content to grow their business.

Here’s why:

Lee Odden

Interview: Jay Baer on The Now Revolution

Lee Odden on Feb 11th, 2011     Online Marketing, Social Media, Video Interviews

The Now RevolutionWhile at OMS and SES Accelerator this week, I bumped into (literally) my friend Jay Baer who has just published a new book with co-author Amber Naslund called The Now Revolution. I am reading it now and may do a full review, but I asked Jay about a few core principles or shifts from the book that I think are essential for helping organizations transform.

The first deals with the notion of companies “doing social” vs. “being social”.  Having personally provided social media marketing advice to a variety of companies ranging from startups to a $100 billion corporation, questions often center around “How do we do social media right?”. In other words, social media and the social web are viewed as a tactic.

Lee Odden

Review: Rock Your Marketing with Content Rules

Lee Odden on Feb 7th, 2011     Book Reviews, Online Marketing

Book Review: Content RulesIf I were to write a tactical “how to” book on Content Marketing, I’d like to think it would be a lot like “Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars and More that Engage Customers and Ignite Your Business”.

After knowing Ann Handley online for several years, I finally met her in person at a B2B MarketingProfs event in Boston last year. I met C.C. during a GM sponsored blogger dinner during SXSW. Both are “walk the talk” people when it comes to content marketing, so it’s more than fitting that they should join forces to write a “put it all into action” book.

Lee Odden

Content Marketing Book Review: Audience, Relevance and Search

Lee Odden on Oct 13th, 2010     Book Reviews, Content Marketing, Online Marketing

audience relevance searchA few months ago, the PR folks working with IBM Press sent me a copy of “Audience, Relevance and Search: Targeting Web Audiences with Relevant Content” by a trio of authors: James Mathewson, Frank Donatone and Cynthia Fishel. I have somewhat of a connection with IBM Press because of editing the Social Media Marketing chapter of Mike Moran and Bill Hunt’s Search Engine Marketing Inc., 2nd Edition. (Interview)

Funny Story: Fast forward to Oct 13th and I’m on my way through the MSP airport to catch a plane to Las Vegas where I’m speaking at Blog World New Media Expo. I complain on Twitter about $36/day parking (highway robbery in my book) and James Mathewson chimed in with advice on parking at Terminal 2. Ironically, the book I picked out to read on the plan was Mathewson’s “Audience Relevance and Search”. On top of that, James is a fellow Minnesotan and we’ve never met or had any kind of correspondence before. Writing this review was simply meant to be :)

Lee Odden

10 Social Media Marketing Questions Answered by Engage!

Lee Odden on Jul 27th, 2010     Book Reviews, Online Marketing, Social Media

I’ve been familiar with Brian Solis as many have, for several years. We’ve done a few video interviews with Brian and he’s contributed to popular posts here like this one on social media marketing and this one on content curation.

I have to admit that based on his early writing, I thought Brian was overly confident about the opportunities with social media. When I finally met him in person at a Media Relations conference we were both speaking at, I gained a much better understanding and appreciation for the talents and insight behind the evangelism for what has become the most significant change to the web since the introduction of search engines.

Lee Odden

Open Leadership: How Social Technology Can Transform the Way You Lead

Lee Odden on May 4th, 2010     Book Reviews, Online Marketing, Social Media

The book, “Groundswell: Winning in a World Transformed by Social Technologies” by Forrester’s Charlene Li and Josh Bernoff offered companies a much-needed framework for companies to understand social technologies and consumer behaviors. It also  introduced the now popular four-step process for developing a social media strategy.

A lot has changed since we first interviewed Charlene Li about the Groundswell, including her move to begin the Altimeter Group. Other changes include blogging having met its match as a popular social technology with the exploding popularity of tools like Facebook and Twitter.

Charlene’s new book, “Open Leadership: How Social Technology Can Transform the Way You Lead”, is essentially about how leaders can tap into the power of the social technology revolution and how to be “open” while still maintaining control.

Lee Odden

Book Review: Putting the Public Back in Public Relations

Lee Odden on Oct 21st, 2009     Book Reviews, Online Marketing, Online PR, Public Relations

Putting the Public Back in Public RelationsWhen Brian Solis asked me to do a review of Putting the Public Back in Public Relations, the book he and Deidre Breakenridge published earlier this year,  it didn’t take a second to say yes. Putting that decision into action took a little longer and it finally took some time on a plane to get it done.

I’ve known Brian Solis through our common industry involvement with social media and the Public Relations world for several years.  Brian is a thought leader not because he’s popular on the social web or because he’s the cool-guy host of the Tech Set parties, or even because of his successful PR business, board memberships with up and coming companies, keynote presentations or the popular blogs he publishes at briansolis.com and bub.blicio.us.

Lee Odden

Book Review: Crush It by Gary Vaynerchuk

Lee Odden on Oct 18th, 2009     Book Reviews, Online Marketing, Social Media

crush itI picked up a copy of Gary Vaynerchuk’s book “Crush It” to read on my way to DMA in San Diego. Get the book from Amazon (link above) not at the airport unless you’re funding your own stimulus package for airport book stores.

For readers that are not familiar with @garyvee and Wine Library TV, like I wasn’t when first  meeting Gary at Blog World Expo a year ago, Vaynerchuck is a poster boy for a small business that has leveraged passion, product and social media to stimulate incredible business growth and community around his brand.

After BWE, the next time I saw Gary was when he keynoted at Affiliate Summit early in 2009. That was an experience. His “tell it like it is” style isn’t for everyone, but personally, I like it.

Lee Odden

Review: YouTube and Video Marketing An Hour A Day

Lee Odden on Sep 24th, 2009     Digital Asset Optimization, Online Marketing, Social Media

Greg Jarboe Book “Master Story Teller”, that’s how I would describe Greg Jarboe, someone I’ve known in the internet marketing and PR world for several years. Now he’s pioneered yet another essential digital marketing channel: online video. In YouTube and Video Marketing: An Hour A Day, Greg has assembled a priceless collection of insights, examples and practical tips for companies that want, that need, to understand how to use video marketing to grow their business. You cannot afford to miss this story.”

That’s the endorsement I gave Greg’s new book based on the preview copy a few months ago. He gave me a copy of the final book at SES and I thought it very timely to provide a more in-depth review.

Lee Odden

“Let’s Go” of the Social Web: The New Community Rules

Lee Odden on Jul 21st, 2009     Online Marketing, Social Media

marketing on the social web

How to be successful on the social web? Be useful and helpful to others. Few people epitomize this principle better than veteran internet marketer, Tamar Weinberg.

Tamar Weinberg & Lee OddenI remember some of my first interactions with Tamar years ago, involving her making sure I had all my questions answered about something I posted on IM.  Tamar has blogged about search and social media marketing at 10e20, Search Engine Roundtable, Mashable and many other high profile web sites. A prolific and extremely hard working blogger, social media marketer and techie at heart, Tamar is also a “super user” of the social web. That firsthand knowledge of how to listen, engage and promote is clearly evident in her new book, The New Community Rules: Marketing on the Social Web“, published by O’Reilly.

TopRank Online Marketing

Personality Not Included: Cultivating Corporate Personality With Rohit Bhargava

TopRank Online Marketing on Apr 16th, 2008     Online Marketing, Reputation Management, Social Media

personalitynotincluded_cover_6

This past Saturday, I visited local Twin Cities brewery, and soon to be local institution, Surly for their weekend growler sale. As per usual, my group and I were not alone in our quest as local denizens lined up to purchase as much as they could carry of the finest locally produced brew since the Hamm’s bear danced straight into our hearts.

So what is it that makes Surly, a beer that’s only been in existence on a local scale since 2006, a brand already demanded for by name and housed in a brewery that has become a Saturday destination point for many? The answer for Surly as well as other brands with an enthusiastic following can be found in Rohit Bhargava’s new book “*Personality Not Included.”

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