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Jesse Pickrain

TopRank’s Lee Odden Tackles Influencer Marketing in 5 Simple Steps

Jesse Pickrain on Sep 10th, 2014     Content Marketing, Content Marketing World

Lee Odden

At the largest content marketing conference in the world, over 2,500 attendees from 50+ countries converged on Cleveland, Ohio this week to learn about all things content marketing. Our agency, TopRank Online Marketing, has been involved with CMWorld since day one: presenting every year for the past 4 years as well as helping to market the conference through influencer eBooks. Saying we’re big fans of the event is an understatement.

As it happens, my first session at Content Marketing World was presented by our CEO, Lee Odden on the topic of influencers and content marketing.

What is an influencer? In a recent interview featured in Ann Handley’s Entrepreneur Magazine column, Lee described influencers as having “subject matter authority, credibility amongst a network and most importantly, the ability to affect actions amongst a network.”

Lee Odden

Content and Influencer Marketing is A Powerful Way to Grow Your Business

Lee Odden on Sep 3rd, 2014     Content Marketing, Influencer Marketing

influencer content marketing

A never ending stream of high quality content simply isn’t sustainable for most organizations. But what if Marketers could tap into a rich source of content optimized for engagement, sharing and action?

This is the promise of co-created content and participation marketing. Not limited to influencers, participation marketing is to partner with others to create content that the community they are a part of would find useful. These co-creation partners might be existing customers, industry influentials, other connected businesses and individuals or even prospective customers.

A brandividual is popular. An influencer is effective at creating popularity.

While many see influencer marketing as a way to simply gain entry to an influencer’s network, there are many more dimensions to it than that. We’ve been experimenting with numerous influencer content projects over the past 3 years and have developed some exciting strategies and processes around influencer engagement and content co-creation.

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

Top 50 People Most ReTweeted by Digital Marketers – What Does It Mean?

Lee Odden on Jun 2nd, 2014     Digital Marketing, Influencer Marketing

digital marketer topics

When identifying influencers as part of your social media and content marketing program, topic match and popularity are not enough to qualify an influencer as “effective”.

By effective, I mean the ability and likelihood that a person can actually inspire action amongst a community.

To determine the effectiveness dimension, it’s important to use tools that look at other criteria such as the extent to which people respond and take action in response to a person. When it comes to Twitter, things like ReTweets and sharing of links are signals worth looking at.

To shine a light on the digital marketing category, Leadtail and Punchtab have published a new report (h/t SocialFresh) “How Digital Marketers Engage on Twitter” that includes a list of publishers and people that are the most often mentioned and ReTweeted by digital marketers.

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.

Emily Bacheller

How Content Plus an Influencer Network Can Grow Your Business

Emily Bacheller on Mar 28th, 2014     Content Marketing, Social Media Marketing World

Lee Odden

Photo credit: DJ Waldow

Your customers are experiencing content shock. Every day there is more content being created than the day before, and it’s up to savvy content marketers to cut through the noise and increase the number of people who view and engage with their content.

After years of experience, Lee Odden has learned that co-creating content with influential people in your industry can give your brand the visibility that your content needs to succeed. Co-creating content can help you increase the content’s exposure, grow out your social following and increase your brand’s influence.

An excellent example of co-created content is the SlideShare presentation Riding the Waves of Social Media: 38 Tips from the Pros that Lee created for this conference: SMMW14. He’s also co-created 36 Content Marketers who Rock for Content Marketing World 2013 because co-created content works!

Lee Odden

9 Tools to Discover Influencers in Your Industry

Lee Odden on Feb 12th, 2014     Digital Marketing, Online Marketing

Influencer Discovery Tools

The tide of influence hunting on the web is rising beyond public relations and social media to digital marketing at large.  In particular, there’s growing attention being directed towards influencers as gateways to new audiences.

Influence as the ability for a person to inspire action amongst a community is a very powerful thing and therefore, increasingly appreciated by digital marketing and PR pros alike. An influencer program that identifies, qualifies, engages and maintains relationships with industry influencers can serve as a formidable “force multiplier” for everything from content amplification to product feedback to content co-creation

Beyond the “brandividual endorsement”, people with a strong center of influence can provide valuable context and credibility to a company seeking to connect with an audience of buyers. But in an age of information overload and the ability for anyone, anywhere to publish, finding those influential connections in your industry can prove to be a challenge.

Eliza Steely

3 Tools to Help You Find Influencers in Social

Eliza Steely on Nov 25th, 2013     LinkedIn, Online Marketing, Social Media, Social Media Tool

Finding Influencers on Social MediaInfluencers are influential. They have a significant following on their social channels and are so knowledgeable about a topic that people not only like to consume their content, but share it. Engaging an influencer and being promoted by them is a great way for your brand to increase visibility, grow a following, and rank in search. Sounds simple right? It’s actually something many brands struggle with.

There are over 500 million registered Twitter accounts, 300 million active monthly Google+ users, and 1.26 billion Facebook users. Add to that the 150 million people that are active on Instagram in any given month, the 70 million on Pinterest, and the 238 million members on LinkedIn and it’s no wonder finding influencers is a bit like playing “Where’s Waldo?”

Brian Larson

8 Things You Need to Know About Influencer Marketing

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

Influencer Marketing Panel at #mpb2b

What is influencer marketing, how do you measure it and where it does fit into a marketing strategy? These questions, along with many more, were put on the table in this afternoon’s session at the MarketingProfs B2B Marketing Forum. Led by Amanda Maksymiw of Lattice Engines, the panel under her control is the savvy tandem of Sam Fiorella & Kevin Cain.

Makysmiw starts the session by instating one of the cruelest rules a moderator can impose on a panel (and most enjoyable for the audience): all questions must be answered as posed. No hybrid answers and no middle of the road positions. Actual answers with a definitive stamp.

Thanks to Maksymiw’s rule, the session proves to be a fun, lively discussion that helped demystify the ever growing practice of influencer marketing.

Lee Odden

The Power of Influence in Content Marketing

Lee Odden on Jun 27th, 2013     Content Marketing, Online Marketing

influencers content marketingWith 2.5 quintillion bytes of data created every day, marketers are challenged to stand out amongst the sheer volume of information confronting their target audience.

At the same time, information overload drives consumers to filter their choices to those few who are most trusted, credible and meaningful. Becoming known as “the best answer” for your domain of expertise wields incredible influence on the search and social web.

When consumers are empowered to create, consume, publish, interact and transact anytime, anywhere, how do brands break through to create meaningful connections and engagement? How does the dynamic of content and influence help fulfill consumer information discovery, consumption and engagement expectations while delivering on business outcomes for the brand?

Miranda Miller

Never Miss an Opportunity to Engage: Social Marketing Tools to Connect with Influencers

Miranda Miller on Apr 17th, 2013     Online Marketing, SEO Tools, Social Media Tool

Engage influencers with social toolsThis month, we learned that although 65% of brands participate in influencer marketing, just 10% of total digital marketing spend goes to social, which includes influencer marketing. Some have cried, don’t people see the opportunity? Why aren’t they spending on influencers!

Technorati Media’s 2013 Digital Influence Report shared the above insight, as well as the fact that a mere 6% of social spend is allotted to marketing to influencers. This doesn’t signal a problem to me at all. In fact, it’s an indication that while influencer marketing is recognized as a valuable piece of the online marketing puzzle and many practice it, it doesn’t require a great deal of budget to accomplish. That, friends, is what we call an opportunity.

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