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Nick Ehrenberg

5 Tips on Crowdsourcing Your Brand’s Influence #NMX

Nick Ehrenberg on Jan 4th, 2014     BlogWorld NMX, Content Marketing, Online Marketing

Content Marketing, Crowdsourcing, Dino DoganLeveraging your audience for blog post ideas is common practice in content marketing, and it can generate unique ideas from a customer-side perspective. But what does it take to use crowdsourcing as a tool for generating influence? Brands frequently target thought leaders to help amplify their content, but what is the best way to collect these resources?

Dino Dogan, founder of influencer marketing service Triberr, proclaimed a new age of crowdsourcing influence at his NMX content marketing super session. Dogan summarized his perspective with a simple question for brands: If your customers doesn’t know the brand, why would they trust its assessment of itself?

Eliza Steely

10 Marketing Lessons from 10 Years of Blogging @LeeOdden Keynote at #NMX 2014

Eliza Steely on Jan 4th, 2014     Blogging, BlogWorld NMX, Marketing PR Conferences, Online Marketing

Lee Odden Keynote NMX

Over the past 10 years of blogging, TopRank Online Marketing’s Lee Odden has learned a lot. In his New Media Expo 2014 keynote address to full room with standing room only, Lee talked about the 10 lessons he learned in 10 years and over 3,500 blog posts.

1. Stand For Something Specific

If you’re trying to be all things to all people, you’re competing with all companies in all spaces and yourself. That’s a lot to try to outrank! Ask yourself: what is the one thing I want to be known for? Be specific and make it easy for others to understand what you’re all about.

Each of the things you want to be known for can have it’s own spoke, own content plans, and each their own channels for distribution. After all, specificity rules when it comes to search and social!

Lee Odden

11 Must Read eBooks to Get Content Marketing Smart for 2014

Lee Odden on Dec 16th, 2013     Content Marketing, Online Marketing

Content Marketing SmartOver the past 12 months there have been a wide variety of eBooks published about every topic in the digital marketing mix from the newest mobile marketing strategies to better use of big data to the standards like content marketing, social media, online advertising, email marketing and digital public relations.

As 2013 winds down, it can be really useful to review some of the better in-depth resources on best practices and thought leadership. This post will highlight 11 of the eBooks and reports that I’ve been involved with that I think you’ll find useful.  As our content marketing business continues to grow, the body of resources and projects we get to work with is growing as well – why not share?

Nicolette Beard

Mobile Content Marketing With Apps: Pros, Cons, Examples and Best Practices

Nicolette Beard on Dec 3rd, 2013     Content Marketing, Interactive Marketing, Online Marketing

Mobile AppsEarly adopters of mobile technology in their digital marketing mix have been experiencing great results by providing convenient methods for customers and prospects to find, consume and act on brand information. Mobile commerce success is here too: According to IBM, 25.8% of total online sales for Thanksgiving, and 21.8% for Black Friday were via mobile.

As companies discover innovative uses of mobile technology for marketing and communications, they can help differentiate their services, reinforce corporate culture, and build long-term customer loyalty.

With growing demand as a content delivery and customer experience channel, mobile applications represent a substantial digital and content marketing opportunity for brands. Mobile is now 28% of all web traffic and the smart money is on those companies and organizations that can attract, engage and convert through the creative content opportunities mobile apps provide.

Lee Odden

12 Killer Social Media & Content Marketing Blog Posts from 2013

Lee Odden on Dec 2nd, 2013     Content Marketing, Integrated Marketing, Online Marketing, Social Media
top content marketing social media posts

Metro statue from a recent trip to Moscow

This post marks number 3,401 on Online Marketing Blog. Did you know? December is our 10 year blog birthday month!

We’ve covered a variety of topics in depth over those thousands of posts, especially the integration of search, social media and content with marketing and public relations.

TopRank’s Online Marketing Blog has been a top ranked marketing blog on AdAge 150 from day one and is the only blog to have been named the #1 content marketing blog 3 times by Junta42 (Content Marketing Institute).

Reflecting back over the past year there have been more changes in the digital marketing industry than seems reasonable to track best practices on. To help with that, I thought it would be handy to have a list of our top social media and content marketing posts based on traffic, shares and engagement.

Nicolette Beard

Content Marketing With Press Releases: Pros, Cons, Examples & Best Practices

Nicolette Beard on Nov 26th, 2013     Content Marketing, Online Marketing, Online PR, Press Release Optimization

Press Release Best PracticesWhen Matt Cutts, head of Google’s web spam team, announced that links in press releases have no value for SEO, it created a lot of discussion and debate in the SEM community. But, if you look at his comments in their entirety, you’ll notice that he also said press release sites do have value for press and marketing reasons as Cheryl Conner, contributing writer at Forbes, so eloquently points out.

Consider,

  • 92% of journalists use search engines to research stories and 81% of journalists use search engines daily (MarketingSherpa)
  • Blog readership, RSS feed subscriptions and social media sites are visited in record numbers
  • Journalists using Google News surpass usage of major networks, like MSNBC & CNN!
Nicolette Beard

Content Marketing With Microsites: Pros, Con, Examples & Best Practices

Nicolette Beard on Nov 19th, 2013     Content Marketing, Online Marketing

Microsites exampleIn the past, the term microsites had often been used interchangeably with mini-sites, those one page stand-alone Web pages used by direct marketers in the 90s. Mini-sites became popular with the introduction of Google’s revolutionary (at the time) pay-per-click business model.

Microsites are perfectly acceptable to serve as landing pages or hubs for search engine advertising. This is one main reason for creating microsites – to create a hyper-focused website that meets the needs of a specific search query – and to satisfy Google’s Quality Score criteria.

B2B lead generation is another prime example for why marketers create microsites; they don’t want their prime prospects to get lost on the parent website and thus lose a lead. In TopRank’s experience with Marketo, optimized landing pages improved conversion rates by as high as 200%.

Eliza Steely

2013 SES Chicago – Wind, Shoulders, and Search

Eliza Steely on Nov 4th, 2013     B2B, Content Marketing, Marketing PR Conferences, Online Marketing

#seschi @bslarsonmn @elizalynnsteely @toprankWind. That’s the first thing that comes to mind when I think of Chicago. Well, that and food because let’s face it—Chicago has some pretty incredible food. But to be completely honest, big shoulders never would’ve popped into my head when thinking of the city. Yes you read that right—apparently Chicago is also known as “the City of Big Shoulders”.

The city also happens to be known as “The City that Works”. Suffice it to say, SES Chicago will fit right in. Full of search and social marketers filling their heads (and potentially big shoulders) with information about paid, earned and owned search, the conference has several promising speakers that I can’t wait to learn from.

Lee Odden

Integrating Public Relations & Content Marketing – It Doesn’t Have to be Scary

Lee Odden on Oct 31st, 2013     Content Marketing, Integrated Marketing, Marketing PR Conferences, Online Marketing, Social Media

HalloweenAt this year’s PRSA International conference in Philadelphia, a few thousand PR professionals from all over the world gathered for the latest trends and insights into the future of PR and communications.

For my part, I presented on the growing role of Content Marketing for Public Relations to a packed room of attentive and inquisitive PR and communications pros.

On top of the networking, awards and education, there was plenty of connecting with old friends. I was happy to see Shonali Burke (who is handling book PR for Robert Scoble and Shel Israel’s new book, Age of Context) as soon as I walked into the venue hotel. Shortly after we connected with Richard Bagnall (founder of Metrica, acquired by Gorkana) who came over from London.

Brian Larson

2013 MarketingProfs B2B Marketing Forum Preview – And a ‘Cheers’ Plug

Brian Larson on Oct 10th, 2013     B2B, Content Marketing, Marketing PR Conferences, Other Events

Cheers to B2B Marketing Forum

Let me start by saying that any trip to Boston has high expectations. Just a few months ago I, along with our Executive Director of Operations Jolina Pettice, traveled to Boston to meet with one of our favorite clients.

During our stay we dined at the ‘Cheers’ bar and later ‘ran into’ NBC’s Lester Holt (ran into = sat in the same hotel lobby). In regards to the latter, one of us may have gone a little fan crazy. I won’t say who, but their name rhymes with ‘Molina’.

Suffice it to say that while attending MarketingProfs B2B Marketing Forum in Boston I fully expect to run into more celebrities while carving out time to revisit America’s favorite bar to perform my best ‘Naarm!’ call (to this day I don’t change the channel when it comes on).

Lee Odden

10 Embeddable Media Sources for Content Curation – Oreo Cookie Style

Lee Odden on Sep 30th, 2013     Content Marketing, Online Marketing

Embeddable Media SourcesCreativity with content marketing is the trend, especially with a focus on visual marketing. Consumers are 44% more likely to engage with brands if they post pictures than any other media and viewers are 85% more likely to purchase a product after watching a product video.

Creative sourcing of content is important too, especially when it doubles as a way to improve efficiency and boost relationships with members of your community and industry thought leaders.

A classic form of this type of efficient content sourcing is the Oreo Cookie blog post: Find a compelling, informative article written by someone you’d like to better connect with and pull an excerpt of it into a blog post (the stuff in the middle). Then write an intro paragraph to identify a problem that empathizes with the reader and a conclusion offering insights into the way forward (the top and bottom of the cookie). Cite and link the source of course.

Lee Odden

For Epic Content Marketing, Subscription Needs to Top Your Marketing Objectives

Lee Odden on Sep 25th, 2013     Content Marketing, Guest Posts, Online Marketing

Amazon Affiliate Link - Epic Content MarketingWhen Joe Pulizzi first contacted me to talk about his first book, Get Content, Get Customers, the conversation and ensuing connection over the following years proved to be a positive and productive influence on my approach to digital marketing.

Even if this blog wasn’t named the #1 content marketing blog three times by Junta42, our involvement with events like Content Marketing World as a speaker, media sponsor and creator of the Speaker EBooks (Content Marketing Secrets and Content Marketing Rocks!) would still have manifested in one way or another. Joe has been an incredible influence on many and has made a significant impact on the quality of marketing found within many major brands.

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