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Lee Odden

Content Marketing Interview with Brian Kardon CMO of Lattice Engines – Strategy to ROI

Lee Odden on Aug 7th, 2014     Content Marketing, Content Marketing World, Interviews

Brian Kardon interview

What if you could tap the mind of a CMO who’s led marketing organizations at companies like Eloqua and Forrester Research to capture insights about content marketing strategy and ROI? That’s a big “what if”.

Well my marketing friends, today is your content marketing birthday because today we have with us Brian Kardon, CMO at Lattice Engines. Brian was formerly CMO at both Eloqua and Forrester Research as well as SVP of Marketing at Reed Business Information – one heck of a marketing pedigree.

As part of our series of #CMWorld Content Marketing Interviews, we’re talking with a few select speakers from Content Marketing World about content marketing strategy, audience development, the role of visual content, content ROI and of course, marketing lessons learned from favorite childhood stories.

Let’s dig in:

Lee Odden

How to Build A Content Marketing Strategy eBook

Lee Odden on Aug 4th, 2014     Content Marketing, Content Marketing World

Content Marketing Strategy eBook

“One day Alice came to a fork in the road and saw a Cheshire cat in a tree.
‘Which road do I take?’ she asked.
‘Where do you want to go?’ was his response.
‘I don’t know’, Alice answered.
‘Then’, said the cat, ‘it doesn’t matter.’”
— Alice in Wonderland

Does finding your way with content marketing feel like you’re living a personal version of Content Marketing in Wonderland?

Consider this: Over 90% of B2B and B2C marketers are on the content marketing path in 2014 according to Content Marketing Institute’s annual study. But did you know, only 44% of B2B marketers have a documented content strategy? Less than half have it documented where and how “they want to go”.

Lee Odden

Content Marketing Interview with Jascha Kaykas-Wolff CMO of BitTorrent

Lee Odden on Jul 31st, 2014     Content Marketing, Content Marketing World, Interviews

Jascha Kaykas-Wolff interview

The power of storytelling in content marketing is unmistakable. But what is there beyond storytelling? That’s a key question being asked and answered at the upcoming Content Marketing World conference Sept 8-11th in Cleveland.

To offer insights into the advancing world of Content Marketing, CMI and TopRank Online Marketing have collaborated for the 3rd year in a row on a conference eBook project highlighting strategic and practical content marketing advice from select #CMWorld speakers. As an extension of the conference storytelling theme, this year’s project is a series of eBooks using a theme from one of the most imaginative stories of all time: Alice’s Adventures in Wonderland. We’re calling this series of eBooks, “Content Marketing in Wonderland”.

Lee Odden

The Power of Empathy for More Customer Focused Content Marketing

Lee Odden on Jul 28th, 2014     Content Marketing

Customer Empathy

Marketers are really jumping on the content bandwagon while the definition of what “content marketing” really means varies greatly between the SEO, PR, advertising and custom publishing industries.

For example, I recently read a very clever post about content marketing on a popular SEO website providing an impressive array of content types, tactics, tips and shortcuts for content to be created and used as a marketing asset. But not once were “customer journey”, “buying cycle”, “customer insight” or related concepts mentioned.

The focus on tactical execution without insight into a targeted audience that the content is intended to reach, engage and inspire – seems pointless. At best, it’s a speculative exercise in “seeing what sticks”.  The same thing often happens with social media marketers curating content from influential publishers in the hopes of sticky engagement.

Lee Odden

Influencer Marketing and Content FTW! 7 Steps to Co-Created Awesome

Lee Odden on Jul 24th, 2014     Influencer Marketing

Influencer Marketing

What’s a faster way to connect with a target audience than building thought leadership from scratch? Working with influencers that already have authority and credibility with the target audience you want to reach.

Why so many companies focus only on buying their way into new markets and audiences I may never know. Working with industry influencers through networking, interviews co-created content has been an instrumental approach for our boutique and specialized agency. By connecting with influencers and working with them to achieve mutually beneficial goals, we’ve grown our business substantially.

This post is an in-depth look at how your business can tap into the power of influencers and co-created content through 7 steps that go from planning to implementation to measurement.

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?

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