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Lee Odden

Content Marketing World 2013 Wrap-Up – TopRank Style

Lee Odden on Sep 18th, 2013     Content Marketing, Marketing PR Conferences
Joe Pulizzi Content Marketing World 2013

Joe Pulizzi Rocking the Stage at Content Marketing World

Wow. Again!

The great thing about Content Marketing World was having been there for the first and second years’ events only to have an even better experience the third time around. Hats off to Joe Pulizzi, Pam Kozelka, Robert Rose, Joe Kalinowski, Cathy McPhillips, Michelle Linn and the entire CMI team on a fantastic conference. I’ve seen and heard nothing but glowing reviews about it.

There were so many moving parts to the success of the event from great keynotes by Jay Baer, Jonathan Lister of LinkedIn, Jonathan Mildenhall of Coca-Cola and the big one, William Shatner, who surprised everyone by having relevant marketing stories to tell.  The networking was great (Rock and Roll Hall of Fame and House of Blues) and it was a pleasure to connect with friends, clients and make many new acquaintances.

KatieBresnahan

Jonathan Lister Keynote on Why LinkedIn is going “All-In” with Content Marketing

KatieBresnahan on Sep 16th, 2013     Content Marketing, Marketing PR Conferences, Online Marketing

Jonathan Lister Content Marketing WorldThe Day 2 afternoon keynote address at Content Marketing World in Cleveland was given by Jonathan Lister, the Vice President of Sales Marketing Solutions for North America at LinkedIn, speaking on why their company is going “all-in” with content marketing.

This is an incredible time for both LinkedIn and for TopRank Online Marketing, since TopRank provides content marketing services for LinkedIn Marketing Solutions.

Did you know? Consumers are 60% through the decision making process before ever reaching out to a business.

“LinkedIn is a members-first organization –making members happy and satisfied is more important than anything we do.”

Alexis Hall

Andrew Davis Offers 5 Secrets to Bigger, Better Marketing Results with Less Content

Alexis Hall on Sep 13th, 2013     Content Marketing, Marketing PR Conferences, Online Marketing

Andrew DavisInformation Overload:

17 new web page are published every second.

2 million blog posts are published everyday.

As marketers and content producers, we are indeed, contributing to the information overload of the consumer.  Digital marketers spend a huge amount of time churning out and branding content. However, we don’t spend nearly enough time thinking of creating a content brand.

Yes, there is a difference between branded content, and a content brand. Branded content is created for a company. It typically takes a corporate-centric view of the world and hopes consumers embrace the brand.

KatieBresnahan

Online Discovery Tips That Will Get Your Content Promoted – Tips from Sarah Skerik of PR Newswire

KatieBresnahan on Sep 12th, 2013     Content Marketing, Marketing PR Conferences, Online Marketing, Press Release Optimization

Sarah Skerik Content Marketing WorldDid you know? In one second on the internet there are 12,964 Instagram photos uploaded, 50,000 Tumblr posts, 400,000 Tweets.  Among all this user-content that’s created every second, you have a LOT of competition for your buyer’s attention.

Sarah Skerik, Vice President of Content Marketing at PR Newswire, shared lots of tips in her breakout session presentation at Content Marketing World around creating press releases or creative content and how you can get them promoted so your target audience will see it.

“If you publish it, will they convert even see the dang thing?”

Build Discovery into Content Strategy:

  1. The most emailed & most shared stories get the most action – make a point to mine content that gets high engagement elsewhere.
KatieBresnahan

Content 20/20 – Jonathan Mildenhall on Coca Cola’s Content Strategy

KatieBresnahan on Sep 12th, 2013     Content Marketing, Integrated Marketing, Marketing PR Conferences

Content Marketing World - Jonathan MildenhallThere’s no doubt about it: Coca-Cola is one of the, if not THE most recognized brand in the world. At the afternoon keynote presentation at Content Marketing World 2013 Day 1, the crowd was lucky enough to hear one of Coke’s most important marketing strategists – Jonathan Mildenhall – who is the Vice President of Global Creative and also one of the rockstars in our Content Marketing Rocks! eBook.

Their term: liquid storytelling.

Every day, Coke’s team is tasked with brainstorming ways of how they can tell the story of their brand, through the eyes of their consumers, and they constantly find marketing tactics that no one has the bravery to do before. Mildenhall’s keynote presentation was filled with examples of how his team really listens to the consumer in strategizing how to market to them through storytelling, and thus insert the brand into consumer conversations. Are you telling stories with your marketing for your consumers?

Alexis Hall

Jay Baer’s Youtility – Content So Useful People Will Pay for It

Alexis Hall on Sep 10th, 2013     Content Marketing, Online Marketing

Content Marketing WorldIt sure is hot in Cleveland! On a humid morning in Cleveland, OH over 1,700 people gather in the beautiful Cleveland Convention Center to learn the secrets behind the best content marketing leaders in the industry.

Content Marketing World kicks off with a keynote from Jay Baer (@jaybaer).  Today, Jay is speaking all about content utility or Youtility.

More so than ever before, businesses face competition from more than just other businesses that do what they do. They are also competing on your Twitter feed, Facebook stream and inbox with every other business, acquaintance, friend and family member jamming  your news feed with shoes sales, baby pictures and cat videos.

Lee Odden

The Future of Content on the Search and Social Web

Lee Odden on Aug 19th, 2013     Content Marketing, Marketing PR Conferences, Online Marketing

Future of ContentIf you had to bet your job on it, do you feel you could predict the future of content for your organization in the next 12 months? How about in the next 3 years?

The technologies behind the search and social web along with consumer behaviors are changing so fast, it’s a real challenge to anticipate with certainty what exact form content will take in the future. But one thing is certain, the importance of content for brands will be more important, more pervasive and decidedly more competitive.

So what questions can we answer about content over the next 1 to 3 years? I think one of the most important starting points is a consensus within your organization’s leadership as to what content really is, why it matters to customers and the role content will play in advancing business goals.

Lee Odden

36 Content Marketers Who Rock – Content Marketing World eBook #CMWorld

Lee Odden on Aug 15th, 2013     Content Marketing, Marketing PR Conferences
Content Marketing Rocks eBook

Content Marketing Rocks!

In just a few weeks one of the hottest conferences in the digital marketing industry will be coming to the hometown of the Rock and Roll Hall of Fame. What better theme than Rock and Roll?

Music is powerful because it motivates us to imagine, to feel, to get up and move. There’s a harmonious parallel between music that inspires action and effective content marketing.

In order to extend that connection, TopRank® Online Marketing has partnered with Content Marketing Institute and the Content Marketing World conference to create a whole “songbook” of practical content marketing advice.  With plenty of rock and roll metaphors included, this eBook offers chart topping content marketing tips from major BtoC and BtoB brands presenting at #CMWorld September 9-12, 2013 including:

Lee Odden

Content Marketing That Rocks – Are You Amplified?

Lee Odden on Aug 9th, 2013     Content Marketing, Marketing PR Conferences, Online Marketing

content marketing worldComing up in about 5 weeks is one of the most anticipated marketing conferences about the hottest topic of the year:  Content Marketing World.

With 91% of BtoB marketers investing in content marketing, there’s no question that the value of content is in the marketing spotlight.

While this year has proven content is front and center of annual marketing plans, there’s also been an incredible rise in noise about what content marketing is and how it can work.

Lucky for you, me, and thousands of other creative, smart and results-focused marketing professionals, Content Marketing World provides an entire conference dedicated to all aspects of the topic from BtoB & BtoC, Content Strategy, Search & Social, Content Creation, Multi-Channel Content, Content Integration, Social Media and Content Discovery.

Lee Odden

How to Rock Content Marketing World 2013 – Six Ways

Lee Odden on Jul 18th, 2013     Content Marketing, Marketing PR Conferences
Joe Pulizzi Rocks Content Marketing World

Joe Pulizzi rocking his talk at Content Marketing World 2012

There’s some serious momentum growing in the digital marketing world and companies world-wide are scrambling to figure out one of the most important pieces for success: content.

What better way to close the gap between early maturity model stages and a path to greater profitability than learning from top experts who have already “been there, done that”? Content Marketing World coming up Sept 9-11 will provide the answers many digital marketers are looking for.

Like anything of value, attending conferences is an investment and #CMWorld is no different. If you’ve been thinking about how to advance your organization’s ability to plan, create, market, measure and govern content in your organization, then I can’t think of a better event.

Lee Odden

What Content Marketers Really Need to Know About SEO – A Twitter Chat With @JoePulizzi #CMWorld

Lee Odden on Jul 15th, 2013     Content Marketing, Online Marketing, SEO, Social Media

Content SEOCompanies large and small are investing in content creation now, more than ever. Whether the investment in content marketing supports branding, sales, customer service, PR or recruiting, there are specific audiences and brand messages involved.

Kudos to companies making the effort to create more useful content to help answer customer questions. But what good is investing in all that content if it’s not easy to find and share?

Search is a direct expression of intent and what better time for your useful content to be available than at your customers’ moment of need? It’s the perfect time of course, so companies pumping out content without amplification are literally throwing money away.

Lee Odden

Storytelling, Positioning & Personas for More Effective B2B Content Marketing

Lee Odden on Sep 17th, 2012     B2B, Content Marketing, Marketing PR Conferences, Online Marketing
buyer persona

Free B2B buyer persona development tool

Just as every B2B company stakes a claim to a market position, each of them has a story to share. The challenge is in figuring out how to share that story in a way that aligns with the needs and priorities of prospects and customers. But, it’s not just sharing the story. It’s about making the story so compelling that it elevates perceptions of value and urgency resulting in more qualified leads and faster purchasing momentum.

This is the sage advice from Ardath Albee, a B2B Marketing industry thought leader and practitioner that consistently delivers useful information. In fact, Ardath was one of the participants in our Content Marketing Secrets project and has been in the B2B content marketing game a very long time. The following post is a summary of her presentation at the recent Content Marketing World.

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