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Lee Odden

10 Must Read Content Marketing Posts for 2015

Lee Odden on Oct 29th, 2014     Content Marketing

must read content marketing posts

Over the past 5 years we’ve published over 380 articles about content marketing here on Online Marketing Blog. It’s a big topic after all – with plenty of opportunity to help marketers better understand the planning, creation, management, promotion, measurement and performance optimization of content.

After digging in to our web and social media analytics, I’ve identified 10 of the most popular posts on content marketing that I’m sure you’ll find useful. From our Content Marketing Maturity Model to tips, tools and measurement – the 10 posts summarized below will help you finish off 2014 in style and put your planning for 2015 in the right direction.

TopRank Content Marketing Maturity Model

Lee Odden

How to Be the Best Answer with Topic Targeting

Lee Odden on Oct 27th, 2014     Blogging

Be the Best Answer - TopRank

This weekend I had the good fortune to present at the Minnesota Blogger Conference where nearly 300 local bloggers gathered to learn, get inspired and network.

For my part, I gave a presentation on how blogs are still an incredibly useful tool for marketing. Keeping the reason for blogging top of mind as well as empathy for reader preferences in how they find, consume and act on information are essential if a blog author expects marketing outcomes from their efforts.

When a blog or any content hub can become “the best answer” for the topics that are important for buyers, the return on blogging goes way, way up. One way to execute a content plan to become known as an authority is through topic targeting.

Lee Odden

When do B2B Tech Companies Need Content Marketing? Inspiration for 2015 Marketing Planning

Lee Odden on Oct 14th, 2014     B2B, Content Marketing

B2B technology content marketing

Speaking at both a B2B Marketing and a Public Relations conference in the space of a week has yielded some insightful discussions. Many of those conversations have focused on the transition from where the B2B companies are today – a mix of tactics directed squarely at the C-level customer – and where a content marketing strategy might take them.

With my involvement in the B2B marketing space, I get to talk to a lot of marketing and PR professionals about marketing and communications programs. The desire to “do more” and innovate marketing isn’t unique – it’s pretty common across the board, especially with 2015 planning under way.

Lee Odden

Actionable Content Marketing – Interview with Heidi Cohen

Lee Odden on Sep 4th, 2014     Content Marketing, Interviews

Heidi Cohen

Whether you’ve been in the digital and content marketing game for just a few years, or since before the expression “content marketing” was popular, the tools exist for bright minds to create a brand and communicate their thought leadership. Powered with experience, great ideas and a passion for knowledge attainment and sharing, people like Heidi Cohen have walked the talk with content marketing by using content to advance their position in the digital marketing world.

As the President of Riverside Marketing Strategies and the Chief Content Officer of the Actionable Marketing Guide, Heidi Cohen‘s content marketing experience ranges from being a long time direct marketer for companies like The Economist, a columnist at ClickZ for many years, and past adjunct professor in the Masters in Integrated Marketing program at NYU. Based in New York City, Heidi publishes a very popular blog on all things marketing: Actionable Marketing Guide.

Lee Odden

Interview with Content Curation and Marketing Software Guru Pawan Deshpande of Curata

Lee Odden on Aug 28th, 2014     Content Marketing, Interviews

pawan deshpande interview

In the world of content marketing, curation plays an instrumental role for companies that want to become a single source destination for industry news and information related to their area of expertise. Interest in curation has grown significantly and to meet demand, a number of software companies have emerged.

Curata is one of the leaders in the content curation and content marketing software space, lead by Pawan Deshpande.

As the founder and CEO of Curata, Pawan is responsible for the company’s vision, management and advanced development initiatives. His work at Curata has been recognized through the 2010 Boston Business Journal’s 40 under 40 Award, and through the Massachusetts Technology Leadership Council’s 2012 Sales & Marketing Technology of the Year Award. Before founding Curata, he held software engineering positions at Microsoft, Google.

Lee Odden

Lessons on Marketing Strategy and Content Marketing ROI – Michael Brenner Interview

Lee Odden on Aug 21st, 2014     Content Marketing, Content Marketing World, Interviews

Michael Brenner interview

One of the key players and innovators in the world of content marketing is Michael Brenner. During his time at SAP as Vice President of Marketing & Content Strategy and the Managing Editor for the SAP Business Innovation site, Michael also co-created one of the most popular B2B marketing websites, Business to Community.

Today, you’ll find him working as Head of Strategy at NewsCred as well as writing for his B2B Marketing Insider blog. We’ve covered Michael’s B2B marketing presentations in the past and it was great to catch up with him for this interview.

In the lead up to Content Marketing World, our discussion with Michael touches on some of the key questions marketers are trying to tackle, from developing a strategy to growing an audience to the importance of measuring content marketing performance. Michael also shares a business lesson from one of his favorite childhood stories.

Lee Odden

Infographic: Create Better Visual Content – 10 Tips from EMC, Cisco, LinkedIn, Microsoft, Tumblr

Lee Odden on Aug 20th, 2014     Content Marketing, Content Marketing World

Visual Content Marketing Infographic

“And what is the use of a book,” thought Alice, “without pictures or conversation?”  Alice in Wonderland

Tell me something. When you look at your email inbox, feed reader or favorite social network, are you underwhelmed with information?

I didn’t think so.

It’s funny to think that way back when, you could get up and grab a cup of coffee while your email downloaded though a dial up connection. Today, it’s all information overload wherever you go: laptop, tablet or smartphone. The Cheshire Cat would probably like being able to blend in with all that information noise but we have businesses to run and customers to attract!

That’s why visual content is so important. Content with images gets noticed, is more interesting and people engage with visual content more. But how?

Lee Odden

Audience and Oysters – Ann Handley on the Power of Growing Your Audience for Content Marketing

Lee Odden on Aug 19th, 2014     Content Marketing, Guest Posts

Audience Oysters

It is with great pleasure that I share today’s post with you from a fellow fan of Instagram that I respect and admire a great deal.

Ann Handley is a long time friend who is not only smart, funny and a great keynote speaker, but she is also the Chief Content Officer at MarketingProfs. An amazing writer, Ann is the best-selling co-author of Content Rules and the author of a new book that I highly recommend: Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content (due out Sept 15).

On top of all that, Ann is a regular contributor to many of the conference eBooks we produce and has had us create one for MarketingProfs in the past. I’m excited to say we’ll be creating one for the MarketingProfs B2B Forum this year as well, covering “What’s Next” in B2B marketing.

Lee Odden

Visual Content Marketing Strategy eBook

Lee Odden on Aug 18th, 2014     Content Marketing, Content Marketing World

Visual Content Marketing eBook

If a picture is worth a thousand words, visual content marketing must be worth millions.

As companies mature in their use of content marketing from simply creating “more” content for SEO purposes to creating really useful content designed to reach specific customer segments to influence business outcomes, the importance of content differentiation becomes paramount.

According to the Content Marketing Institute and MarketingProfs’ annual studies, over 90% of B2B and B2C marketers are using content marketing. That’s a tremendous amount of competition and to stand out, successful marketers are elevating their content quality and use of visual elements.

In my opinion, it’s not enough to inform. Content needs to make us feel. Providing buyers with useful and entertaining content that leverages enaging images, video and interactive features creates an infotaining experience that stands head and shoulders above other marketers.

Lee Odden

A Practical Approach to Content Marketing Success – Interview with Mark Schaefer

Lee Odden on Aug 14th, 2014     Content Marketing, Content Marketing World, Interviews

Mark Schaefer interview

Today’s interview is with a guy that I’ve known for several years that brings a practical perspective to the often distracting world of digital marketing. He’s written the world’s #1 best selling book on Twitter, The Tao of Twitter, as well as several other books including Return on Influence. He publishes one of the most popular marketing blogs online, runs a successful consulting business and speaks all over the world on social media and content marketing.

On top of all that he has received seven patents for new product innovations. Who is this marvel of modern marketing?  He’s Mark Schaefer  of course.

In this interview with Mark as part of our series for Content Marketing World, we’ll find out his take on the importance of strategy with content marketing, the role of audience development, visual content and measuring ROI. We’ll also get a lesson in business from one of his favorite childhood stories.

Lee Odden

Infographic: How to Grow Your Audience -10 Tips from Facebook, MarketingProfs, ExactTarget, Copyblogger

Lee Odden on Aug 13th, 2014     Content Marketing, Content Marketing World

audience development

How many millions or even billions have been poured into creating content over the past 5 years? Do you think that number will be less in the next 5?

And what percentage of those budgets were spent on audience development?

Making great content is important, but analyzing target audiences for insights and growing communities to receive that content is essential.

Sometimes the world of content marketing can seem as confusing as a Mad Hatter’s tea party. We may never know why a raven is like a writing desk, but we can certainly shed some clarity on the importance of audience development for content marketing.

To do that, I reached out to 10 of the top marketing minds in the content marketing world to get their insights into the importance of considering your audience for content marketing strategy as well as tactics for growing your audience.

Lee Odden

Audience Development for Content Marketing eBook

Lee Odden on Aug 11th, 2014     Content Marketing, Content Marketing World

Audience Development for Content Marketing

“Publication is not distribution and a content marketing strategy without audience development is no strategy at all.” Jeff Rohrs @jkrohrs

Wise words from the guy who literally “wrote the book” on Audience. With all the investment in content creation, curation and repurposing being made, it’s amazing how little is actually invested in growing the audience and community for that content.

If you publish content uninformed by audience insight and without a community to receive it, does anyone care?  Sadly, no.

Nearly everyone in the business of creating content for marketing has made something amazing, a blog post, eBook or infographic, published it and experienced an underwhelming response. The content might have been awesome to you, but did the audience think so? Have you created anticipation amongst your community? And how much of a real audience was there?

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