TopRank Online Marketing

Nicolette Beard

5 Content Marketing Tools for Better Planning, Management and Tracking

Nicolette Beard on Aug 20th, 2013     Content Marketing, Online Marketing

Content Marketing ToolsIn this era of content marketing, creating and maintaining an editorial calendar and managing all of your content assets are essential for implementing a successful content marketing program.

Content planning tools give you a holistic view of how your brand content editorial calendar fits into your entire content marketing strategy and answers important questions: How does content fulfill the expectations of specific customer segments? Are appropriate content types, topics and promotions in place? Does planned content fit within business growth initiatives and what are the connections to calls to action?

TopRank® Online Marketing takes an integrated approach to content planning and we write extensively on the subject, today I’ll focus on five different tools that you can use to track, control and manage online content. Using content planning tools like these, you can spend more time creating the content objects that will attract, engage and convert more traffic to grow your business.

Lee Odden

9 Steps towards Optimized Content Marketing Nirvana #sesto

Lee Odden on Jun 11th, 2012     Content Marketing, Marketing PR Conferences, Online Marketing, SEO

optimized content marketing nirvanaSearch Engine Optimization has been around for at least 15 years and has undergone many changes as search technologies and consumer behaviors evolve. At the same time, Content Marketing has captured the attention of companies and consultants in many industries as one of the latest areas of focus for better digital marketing performance.

As a practitioner of SEO and Content Marketing for many years, it’s interesting to see SEOs work to get their arms around building more content focused search marketing strategies. At the same time, content marketers are evolving their skills at SEO to attract qualified traffic to all the great content being created.

Lee Odden

Holistic Optimization Across the Sales Cycle: Optimize Speaking Events May & June

Lee Odden on May 10th, 2012     Marketing PR Conferences, Online Marketing, Optimize Book

sales cycle optimizastion

When you have a business that relies on attracting new business online the sheer volume of options can be confusing. Should offline advertising efforts transfer to online? Maybe email marketing? What about SEO or the hot topic, social media? So much focus is placed on tactics and channels, that a lot of misplaced digital marketing budget gets wasted or spent inefficiently.

To bring some clarity to the myriad online marketing options available, I think it’s worth marketers taking a holistic approach that starts with an essential understanding of goals and customers. Who are your best customers? Who are your worst? What do your best customers care about? What are their pain points and goals? While you’re answering those key questions, think about how your solutions meet the needs of your target audience and what stories you can tell to bring align those interests to a common goal.

Lee Odden

5 Basic SEO Troubleshooting Tips for Content Marketers

Lee Odden on Jan 26th, 2012     Content Marketing, Online Marketing, SEO
troubleshoot SEO basics for content marketers

Content Marketing Not Performing? Troubleshoot SEO Basics.

This post is a preview of a new downloadable guide I will be offering for those who pre-order Optimize by March 13, 2012. The full guide will have screenshots, examples and more “SEO Deep Dive” advice. If you want the full, illustrated Content Marketing SEO Troubleshooting Guide, visit OptimizeBook.com to pre-order and subscribe to our mailing list for more details.

Content Marketing at its core is about planning information that is thoughtful about the needs and interests of target customer groups as they take the journey through the buying cycle, interacting with content and pulling themselves towards purchase. The role of search engines in making ebooks, white papers, case studies, newsletters, webinars, reports, video, images and many other content marketing tactics is often underestimated or overlooked.

Ashley Zeckman

Search, Social, & Content Work Together at SES Chicago 2011

Ashley Zeckman on Nov 16th, 2011     Content Marketing, Online Marketing, Search Engine Strategies, Search Marketing, SEO, Social Media

Wednesday morning’s panel discussion on search, social, and content was flush with information that was easy to digest and provided helpful tips for implementation. The session was moderated by Anne Kennedy from the SES Advisory board and featured speakers:

• Aaron Kahlow, Chairman & Founder, Online Marketing Summit & SES Advisory Board (@omconnect)
• Arnie Kuenn, President, Vertical Measures (@arniek)
• Lee Odden, SES Advisory Board & CEO, TopRank Online Marketing & SES Advisory Board (@leeodden)

Kahlow Presents the What, Why, How, and Who of Search, Social, and Content

Aaron Kahlow focused on some very basic but essential areas that all marketers should focus on when creating a campaign either online or offline. In regards to search, social, and content he had this to share:

Lee Odden

How SEO Can Work With Content Strategy

Lee Odden on Jul 19th, 2011     Content Marketing, Public Relations, SEO

Content Marketing OptimizationRecently I spoke with Content Strategist, Margot Bloomstein, who was conducting research for an upcoming publication about Content Strategy intended for a variety of audiences. In particular, we discussed productive interactions and exchanges between Search Engine Optimization professionals and Content Strategists.

Organizations advance their reach and engagement goals through content and Strategists work to audit, develop strategy, plan, create and maintain that content. Ahava Leibtag provides an excellent and practical approach at CMI in her post, “Creating Valuable Content” which outlines how content should be: Findable, Readable, Understandable, Actionable and Shareable.

SEO and content strategy intersect in more ways than optimizing web pages with keywords. My take on Margot’s question, “How does SEO and content strategy interact?” starts with understanding customer segments, behaviors and preferences for information discovery, consumption and sharing. Knowing what customers care about and how those concerns and interests manifest as search keywords and social topics folds very well into the keyword research practiced by professional SEOs.

Lee Odden

SEO Strategies for Content Marketers – Hub and Spoke Content Amplification

Lee Odden on Dec 8th, 2010     Content Marketing, Online Marketing, SEO
SEO Strategy Content Marketing

Hub & Spoke Content & Social Media Publishing

While there’s plenty of great Search Engine Optimization advice being published daily on blogs and industry websites, there’s not as much from a content marketer’s perspective.  Having been in the SEO game for over 10 years, I know there’s a tendency to give recommendations that focus on web pages, code, links and what those things mean, specific to search engines. There’s an increasing social media component to these audits too. Most SEOs will read that and say, “Of course, what else do you need?”

Lee Odden

Online Marketing Summit Minneapolis 2010

Lee Odden on May 27th, 2010     Marketing PR Conferences, Online Marketing

In conjunction with ClickZ, OMS has launched its 2010 23-City Tour from Seattle to New York and is coming to Minneapolis June 25th.  OMS had an event in the Twin Cities last year at about the same time and provided a great mix of education and networking opportunity for internet marketers of all types.

Best practices in Social Media, Search, Email, Analytics, Demand Generation and Website Strategy are planned for each OMS event. Aaron Kahlow and the OMS team have assembled a great group of thought-leaders, authors, world-class brand marketers and leading online practitioners from companies like: Kodak, REI, DuPont, Wharton, Google AdWords and of course, TopRank Online Marketing, to share their experiences and successes from the front lines of internet marketing.

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