What Content Marketers Can Learn From an Adept Dungeon Master

Content Marketing Lessons from Dungeons & Dragons

It’s probably not news to you that 91% of B2B brands use content marketing to attract, engage, nurture, and convert their audience. However, it might be surprising to learn that only 9% of those brands rate their content marketing as “sophisticated.” Sophisticated meaning that their content marketing is successful, scales across the organization, and provides accurate measurement to the business. This puts a lot of pressure on content marketers to elevate their game and provide more worthwhile and valuable content experiences.

Patrick PinedaAs an adept Dungeon Master (DM) of Dungeons & Dragons (D&D) games, TopRank Marketing’s Motion Graphic Designer, Patrick Pineda, can relate.

To Gate, or Not to Gate? Answers to an Age-Old Digital Marketing Question

When Not to Gate Your Content

Modern marketers understand that quality, engaging and relevant content is at the core of any integrated digital marketing strategy. After all, in a world where consumers are increasingly self-directed in researching their options to make purchasing decisions, that quality, engaging and relevant content aids their journey and decision-making.

But let’s face it. While marketers want to inform and engage their audience, they ultimately want to generate viable leads to meet their goals and grow their respective businesses. Oftentimes, that means deciding when, where and how to gate certain content assets. In fact, perhaps one of the most common questions we get from our book of clients is: “Should I gate my content?”

The answer? It depends.

Content Marketers, This Is Not a Drill: 5 Alarm Bells from BuzzSumo’s Latest Report

Content Marketing Takeaways from BuzzSumo's Content Trends Report

AWWOOOOGA! AWOOOOGA!

Content marketers, there is a content marketing emergency happening right now. This is not a drill. Please gather your belongings and exit the building in an orderly fashion. Go to your predetermined meeting spots to verify that your co-workers are safe, and start making a plan for the future.

I’m not naturally an alarmist. But there’s blood in the water. And smoke on the water. And fire in the sky. BuzzSumo just published their Content Trends for 2018 and the results aren’t pretty. After analyzing 100 million pieces of content for social sharing, social traffic referrals, and backlinks, the team has one clear takeaway: What most content marketers are doing is no longer working.

This Changes Everything: How AI Is Transforming Digital Marketing

How AI Is Transforming Digital Marketing

Will artificial intelligence (AI) put marketers out of work?

It’s a question I’m seeing a lot lately, and to me, it’s a strange one. It’s like if everyone 150 years ago was asking: “Will the tractor put farmers out of work?” Of course, John Deere didn’t put farmers out of business; better tools just made them more efficient and better able to scale.

Granted, the tractor did reduce the demand for horses and farmhands. So, no, AI will not put you out of work…as long as your work is creative, innovative and intelligent. If all of your daily work can be done by a machine, eventually it will be.

9 Upcoming Events to Learn All About Content and Influencer Marketing

Learn Content Influencer marketing

According to a new study from eMarketer, in 2018 nearly nine in 10 business-to-business (B2B) companies in the US will use digital content marketing. At the same time, influencer marketing has become one of the hottest topics in the marketing world: The L2 from Gartner reports that over 70% of brands used influencers in their 2017 marketing plans and 95% found them to be effective.

We know how this goes in marketing: a strategy or tactic becomes popular with every opportunist repeating the echo chamber of best practices until it’s unclear what’s really relevant for your business.

We’re seeing firsthand, the impact content and influence is having on marketing and have been working with many of the top B2B brands in the world to plan, implement and optimize content marketing programs with highly credible and connected influencers.

Content Marketing Evolution: 5 Major Content Marketing Trends for 2018

Content Marketing Trends 2018

Do you remember upgrading from an old square TV to a high-definition model? It was an amazing leap forward in the viewing experience.

Then came 3D televisions…and no one really cared. Then even bigger screens, then curved displays, OLED, smart TVs, 3D and 4k. None of these advances have really fired up the imagination of the TV-buying public. These incremental improvements just aren’t compelling enough to inspire me to upgrade.

The same thing happened with smartphones. The iPhone’s touchscreen-only design was revolutionary, and now every modern phone is a sleek rectangle. Since then, it’s been incremental change and vanity features. I can unlock this phone with my face instead of my fingerprint? And I can turn into an animated dancing unicorn? Yawn.

Our Top 10 Content Marketing Posts of 2017

top content marketing posts
Content makes the Marketing world go ‘round, especially with our work here at TopRank Marketing. While content has been a steady drumbeat in the marketing mix over the past 7-8 years, marketers are still hungry for best practices, examples and the latest trends.

Lucky for our readers, we have excellent content marketers contributing to our blog including Ashley Zeckman, Josh Nite, Caitlin Burgess and one of our new content team members this year who has made quite a splash: Anne Leuman.

As a body of work, this collection of our top 10 content marketing posts represents an incredibly useful resource, full of practical examples and relevant topics for CMOs to copywriters. As you put finishing touches on your 2018 content marketing planning, I hope these posts prove useful.

The Content Marketing Juggling Act: How to Consistently Create Quality, Engaging Content

The secret to juggling is to always have one of your chainsaws in the air. Simple, right? You have one more chainsaw than you have hands, so don’t try and hold all three at the same time. Simply, always be throwing and catching at least one.

Ready to rev up your chainsaws and try it? Raise your hand… if you have one left.

As anyone in the industry knows, content marketing is a lot like juggling chainsaws. It’s easy, we’re told: You just have to consistently produce high-quality, engaging content. But if it were that easy, everyone would already be good at it. Statistics show we’re not there yet: 54% of B2B marketers say producing engaging content is their top challenge, and 50% say producing content consistently is.

5 Outdated Content Marketing Tactics (And What to Do Instead)

Can I interest anyone in an iPhone? No, not the iPhone 8 or X. I’m talking about this bad boy:

No takers? But it has a 320X480 pixel screen, 128 Mb of RAM, and a single 2-megapixel camera! Back in 2007, this was the hottest phone on the market. People lined up in front of stores just to get their hands on one.

You get the point: State of the art quickly becomes laughably outdated. What used to thrill a consumer’s soul is now something we wouldn’t give a toddler to play with.

That kind of obsolescence isn’t limited to the tech industry, of course. The cycle from next-big-thing to the dustbin is even faster in online content. Yet many content marketers are using tactics that, while they once worked, are now as outdated as that original iPhone. What’s worse, some of us are still in the flip-phone stage.

Content Marketing Lessons from 4 Holiday Advertising Fails

Making a great holiday ad should be simple. Start with a heartwarming message about love, peace, and goodwill. Add twinkling lights and evergreen trees and families getting warm by a fire. Then add your brand’s logo discreetly toward the bottom right. There you have it – a holiday ad that won’t offend, creep out, or annoy anyone.

It’s an easy formula, but one that a surprising number of brands mess up every year. Fortunately for us, they mess up in entertaining and educational ways. It’s almost easier to learn from a cautionary tale than a role model, so reveling in bad marketing can make you a better marketer.

4 Spooky Marketing Lessons from Classic Halloween Monsters

Halloween is objectively the best holiday of the fall-winter season. You don’t have to go broke buying people gifts. You don’t have to cook an enormous meal (then pass out after gorging on turkey). The only obligations for Halloween are to play dress up and eat candy!

Not to mention I’m somewhat partial to the holiday’s aesthetic. Give me skulls and bats over tinsel and garland any day of the week, and twice on Friday the 13th.

Sure, there’s a horror/scary element to Halloween. But it’s a fun, safe kind of scary. If you’ve spent an hour on social media recently, you know there are scarier things than ghoulies and ghosties.

But Halloween isn’t just fun. It’s educational, too! I realized this year that some of my favorite Halloween monsters are hiding valuable lessons for marketers. For example…

How We’re Building a Content Marketing Dream Team

A few members of the TopRank Marketing content marketing dream team.

As the digital landscape continues to grow and shift, digital marketing — particularly content marketing — has a majority stake in most brands’ marketing strategies these days. After all, nearly half of the world’s population now uses the internet, and we want our content to meet people where they are and when they’re searching.

As a result, brands and agencies alike are on the lookout for savvy, driven content gurus with proven writing, planning and strategy skills to add to their marketing teams — including TopRank Marketing.