TopRank Online MarketingTopRank Online Marketing Blog

Lee Odden

Attract, Engage, Convert – How to Better Measure and Optimize Content Marketing Performance

Lee Odden on Jul 9th, 2014     Content Marketing

Safe is Risky - Tom Fishburne Cartoon

The obstacle in front of most large, or mature companies of any size when it comes to digital and content marketing, is the battle with status quo. From strategy to tactics and especially measurement, change is often seen as interruptive and risky vs. adaptive. But without adaptation, we can hardly evolve, can we?

As Tom Fishburne implies in the cartoon above, change isn’t risky, safe is risky.

Companies evolving from Stasis to Production and into Utility and Storytelling modes of content marketing maturity begin to broaden the scope of what business goals content can deliver for a company.

Lee Odden

A SEO Guru, Social Media Expert & PR Pro Walk Into a Bar… A Smarter Content Marketing Mixology

Lee Odden on Jul 3rd, 2014     Content Marketing, Online Marketing

Content Marketing Mixology

So, a SEO guru, a social media expert and a public relations pro walk into a content marketing bar.

The search marketer says to the bartender, “I’d like 35 shots of of the same tequila, but each needs to be in a slightly different glass, in different amounts and chilled at slightly different temperatures.”

The social media marketer says, “I’ll buy a round for all my friends and get one for yourself too. Oh, and let’s take a selfie while we drink. #socialdrinking”

The public relations pro joins in the fun too and winks at the bartender saying, “I’ve heard you have some really good microbrews here. If I could try a few, I’lll text all my friends this is the place to be.”

Nick Ehrenberg

Welcome to the Funnel, We Have Leads & Names – Jason Miller of LinkedIn at MnSummit

Nick Ehrenberg on Jul 1st, 2014     Content Marketing, Digital Marketing, Marketing PR Conferences, Online Marketing
GnR Jason Miller MnSummit

Photo credit: Jason Miller

If there is anyone that can leverage a rock and roll metaphor for content marketing, it’s Jason Miller @JasonMillerCA, Senior Manager, Content Marketing at LinkedIn (LinkedIn is a TopRank client).

And at the first ever Minnesota Search Marketing Association Summit, he did not disappoint.

Content marketing can often seem like a never ending sea of songs, and only the best tunes emerge as a hit. To separate the harmony from the noise, companies need to start with a content strategy that begins at the top of the funnel. With high-level and in-demand concepts, marketers can attract customers in droves, like fans to GnR show. Attracting attention and creating demand at the top of the funnel will keep your content tour rich with new fans. But how?

Eliza Steely

18 More Amazing Search & Digital Marketing Takeaways from #MNSummit

Eliza Steely on Jun 27th, 2014     Online Marketing, Other Events

#mnsummit

Personally, public speaking scares the crap out of me. People staring at me for almost an hour, trying to not stutter or talk too fast, and striving to meet the expectations of a session description would turn me red and shaky for hours.

Apparently, none of the MN Search Summit speakers are subject to those nerves (or if they are, they hid it with the skill of a magician).

Since early this morning our team has been bustling around the University of St. Thomas listening to speakers from brands like TopRank Marketing clients LinkedIn and Dell as well as Moz, Distilled and several others. Each session was full of advice, tips, tools, and laughs—no shaking or red faces.

Lee Odden

Essential Q and A on the Value of Content Marketing

Lee Odden on Jun 17th, 2014     Content Marketing
Content Marketing Q & A

Content Marketing Sage or Ice Giant?

In advance of the Content Marketing Conference Europe event last week, Maaike Gulden did an interview with me to surface some essential advice about improving content marketing.

Since the interview was published in Dutch, I’m posting portions here for our readers looking for a useful perspective on content marketing that will hopefully bring some clarity to an increasingly misunderstood concept. This Q and A covers everything from a definition to why to why content marketing is valuable, a solid B2B content marketing example and my perspective on the future.

What is your perspective on content marketing?

Content is the reason search engines exist and it’s the cornerstone of what people share on the social web. A quantity of quality content that answers reader’s questions in a useful and entertaining way serves everything from demand generation to lead generation.

Lee Odden

From Antwerp to Bucharest – Lessons Learned About Storytelling and Content Marketing

Lee Odden on Jun 16th, 2014     Content Marketing

Storytelling Content Marketing

Growing digital marketing skills and knowledge are more important now than ever. I’m sure you can relate to the pressures of having to continuously stay on top of what’s new and most effective.

The good news is that much knowledge can be gained from new experiences and connections. In the past 2 weeks I’ve had the good fortune to attend an Integrated Marketing Communications event at West Virginia University a content marketing conference in Antwerp, Belgium and a digital marketing conference in Bucharest Romania. Plus this week I’m in London for a few meetings where similar topics will be discussed.

Amongst those geographically diverse experiences, each with a focus on some aspect of digital marketing and communications, I have noticed a consistent set of expectations regarding information delivery, content quality and interactions.

Lee Odden

Brand or Customer: What’s Your Content Marketing Center? #fusionmex

Lee Odden on May 29th, 2014     Content Marketing, Marketing PR Conferences

Content Marketing Conference Europe

For over 1,000 years people used to think the Earth was the center of the Universe, not unlike how many companies still think the corporate brand should be the center of their marketing messages.

As with Copernicus’s 16th century observations about the Earth moving around the Sun, modern marketers in Europe and all over the world are realizing that the customer is at the center for content and messaging, not just the brand.

Some companies, agencies and consultants have made significant progress in this view of content marketing and we reached out to a number of them that will be presenting at the upcoming Content Marketing Conference Europe.

The question? We asked: What is one of the most important ways content marketing creates value for customers?

Lee Odden

Modular Content – Creative Repurposing for Content Marketing

Lee Odden on May 15th, 2014     Content Marketing

Modular Content

There are many content types and tactics for content marketing. Each has it’s place. Each offers unique benefits.

Creating original content on an ongoing basis can be a challenge, so most marketers practice the fine art of content repurposing.

For example, you could take a long eBook and turn it into 4 blog posts, leverage for a newsletter and excerpt it in an article submitted to an industry publication. Or you could take a speech heavy video and transcribe the text into a blog post, using screen shots for the images. You could also modify content for different target audiences, which is a form of repurposing that is more about personalization than just getting extra mileage out of your content. After creating your “reimagined” content, the common next step is to deconstruct it into micro-content for social sharing.

Lee Odden

How an Online Marketing Audit Can Help A Small Business Optimize Search, Social & Content Marketing

Lee Odden on Apr 24th, 2014     Content Marketing, Optimize Book, SEO, Small Business, Social Media

Online Marketing Audit

An increasing number of companies feel they have a solid content marketing strategy and tactical mix in place. Now it’s time to think about how to integrate an “Optimize and Socialize” approach into the overall online marketing program.

Two key considerations for implementing a scalable “Optimize and Socialize” content marketing approach involve where SEO and social media optimization fit within the content planning and publishing process and the skills of Social Media and SEO content creators. Here is a small business example that uses an Online Marketing Audit to start finding the answer to those questions about process and skills.

Small Business Marketing Problem: No Time For Content

Lee Odden

The Hidden Value of Influencers in B2B Content Marketing

Lee Odden on Apr 17th, 2014     B2B, Content Marketing

B2B influencer marketing

In the 2014 B2B Content Marketing Trends report from Content Marketing Institute and MarketingProfs, the top challenges that B2B content marketers face include: lack of time, not being able to produce enough content, not being able to create the kind of content that engages, lack of budget, and lack of content variety.

Sound familiar?

Stats like “Buyers are two-thirds to 90% through the sales funnel before they contact sales” (Forrester) and “72% of B2B buyers use social media to research solutions to purchase.” (DGR 2014 B2B Buyer Behavior Survey) have a lot of B2B marketers focusing on content and social media programs that require far more resources and time to deliver leads than most business managers have patience for.

Nick Ehrenberg

Beyond Newsjacking: Pop Culture in Content Marketing with Movies, TV and Memes

Nick Ehrenberg on Apr 10th, 2014     Content Marketing, Online Marketing, Social Media

Content Marketing, Real-Time Marketing

The expression “newsjacking” has been popularized by David Meerman Scott and the available material on the topic is near limitless from case studies of Oreo’s Dunk in the Dark Twitter ad to missed opportunities by Poland Spring.

Related to newsjacking is the practice of leveraging popular culture references in brand messaging. Movies, music, memes and more can be deftly integrated into your social media and content marketing programs to provide an entertaining context to otherwise boring business information. Beyond attaching to something that’s popular on TV, the best applications of popular culture references find creative ways to make a connection back to the brand’s products or services.

Evan Prokop

SlideShare for Business: Tips and Tricks for Success from #SMMW14

Evan Prokop on Mar 29th, 2014     Content Marketing, Online Marketing

Todd Wheatland SlideShare Presentation #SMMW14

If you’re not using SlideShare in your digital marketing tactical mix, you are missing out. As Todd Wheatland said in his session at #SMMW14, ‘whatever you’re selling, there’s a business case here.’

SlideShare is a fantastic opportunity for marketers and businesses for many reasons, including:

  • Huge visibility: over 60 million unique views / month
  • Relevant audience: heavily business focused
  • Improved search visibility: presentations posted on SlideShare tend to rank high in organic search

Below are 3 tips to help you achieve success in SlideShare:

Optimize Your Content Within SlideShare

Similar to search, great content is a prerequisite, but optimization techniques provide the extra secret sauce that result in improved visibility and views within SlideShare. Because SlideShare content also ranks well in organic search, optimizing is a no brainer. Some key things to think about:

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