lee odden

The Future of Content Marketing: Integration, Optimization and Participation

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In 2015 the world celebrated the 126th birthday of Paris’ iconic Eiffel Tower. This important piece of history is comprised of over 18,000 individual pieces and was built by nearly 300 people participating in the project.

Developing content for content marketing programs can be approached with a similarly participative framework and in a way that satisfies some marketers’ top needs. According to Altimeter Group, 60% of surveyed marketers said that content creation was a top need while 53% named distribution. That means it’s time for organizations to begin looking outside of their marketing teams for content co-creation partners and to improve content promotion at the same time.

But how does an optimized, socialized and co-created content program work?

25 Inspiring & Actionable Content Marketing Tips For (Almost) Any Situation

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The dreaded content marketing rut, we’ve all been there. Everyone from copywriter to CMO has experienced content marketing fatigue at one point or another. Sometimes it feels like no matter how hard you try you can’t quite seem to:

  • Create enough content
  • Get the engagement you need
  • Find interesting ways to innovate

Don’t worry, you’re not alone. Recent research has found that, 70% of B2B marketers are creating more content than they were a year ago and 54% find producing engaging content to be a challenge.

If only there were a list of tips that you could reference from time to time when you need a content marketing pick-me-up.

Well, look at what we have here! Keep this list of 25 content marketing tips handy for whenever the need strikes.

Where to Find Useful Signal in the Noise of Content and Digital Marketing Events

content marketing signalIn the Digital Marketing and PR world, success requires a continuous effort to stay sharp and on top of what’s working and what is not. Information overload from social media has brought an exponential increase in noise, causing many marketing and PO pros to “overdose” on digital content or shut it out altogether.

I like to think that we’ve done our best to provide you with a nice, clear signal here on TopRank’s Online Marketing Blog and at industry events.

Speaking of events, we’re providing several options for a clear digital marketing and PR signal across 11 different conferences over the next few months. Topics include:

  • Digital & Integrated Marketing
  • Personal Branding With Content & Social Media
  • B2B Content Marketing & Blogging
  • Participation & Influencer Marketing
  • Modular Content Planning & Repurposing

Study: Content Marketing Inefficiencies Cost BtoB Companies Nearly $1 Billion

Content Marketing InefficiencyHow Efficient is Your Content Marketing? That’s the question Sharon Goldman asks in the August issue of BMA Buzz that Robert Rose and I did our best to answer. The article was inspired by a new study that finds content marketing waste and redundancy cost business to business companies nearly a billion dollars a year.

Not only are companies challenged to create a variety of engaging content on a consistent basis with clear ROI, but the making of the content is wasteful as well.

Whether you’ve made progress towards increasing the effectiveness of your content for marketing or not, I think there are some important choices to be made when it comes to marketing organization, leadership and strategy. Here’s the full article:

#CMWorld Infographic: 12 Marketing Box-Office Titans Share Tips For Creating Blockbuster Content Marketing

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There’s a special kind of magic to behind-the-scenes photos from movie sets. You can see how a team of special effects wizards transforms a toy model into a spaceship hurtling towards an alien planet, or a lifeless doll into a skyscraper-climbing giant gorilla. Knowing how the trick is done somehow makes the finished product even more satisfying. That’s especially true if you’re a kid with a camera trying to bring your own dreams to the silver screen.

In the newest eBook series co-produced by TopRank Marketing and Content Marketing Institute, we asked content marketing wizards to take us behind-the-scenes and show us how they make their own brand of magic. Their advice is inspiring to anyone who wants to create great content that connects with an audience.

Marketing Superstars Tell All: Measuring Content Marketing Box Office Success

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“Show me the money. Show me the money!” – Jerry Maguire

In the summer of 2010, the Internet was abuzz about the upcoming movie Scott Pilgrim Vs. the World. It was based on a comic book with a rabid cult following and directed by the indie darling behind Sean of the Dead and Hot Fuzz. When the movie was released, the buzz intensified, dominating social media for its opening weekend. By almost every measurement, it was a blockbuster success. Unfortunately for the film, the one metric it missed was number of tickets sold. Scott Pilgrim was very good at generating excitement, but failed to deliver on the one metric that mattered.

Lee Odden on How to Co-Create B2B Marketing Content With Influencers at #C2C15

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At the Content2Conversion conference in Scottsdale, there were a lot of hands up when Lee Odden asked how many in the audience had been tasked with developing substantially more content for 2015.

The hands in the air were far, far fewer when Lee asked how many in the audience had been allocated an equal amount of resources for the development of that additional content.

82% of senior executives are say more content is a significant driver in their buying decisions according to a report from Deman Gen Report. As more buyers are consuming more content, Odden says “you gotta fish where the fish are.”

What is the Future of Content for B2B Marketing? Find out at #MPB2B

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Content makes the B2B marketing world go round in so many ways. But will content of the future be as important as it is today?

According to the “hot of the press” report from Content Marketing Institute and MarketingProfs, 2015 B2B Content Marketing Benchmarks, Budgets, and Trends—North America, 86% of B2B companies are using content marketing. That’s actually down from 93% last year. The definition of content marketing has evolved as well and I suspect, so will the nature of content in the coming years.

But what do those changes mean for you, business marketers trying to create a variety of engaging content on a regular basis without blowing your budget into space? Luckily we have thoughtful insights from 3 people who know from companies that are growing and selling to business customers. These B2B content marketing insights come from none other than Moz, SnapApp and our very own agency, TopRank Online Marketing.

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

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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.”

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

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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.

Where Search Fits in the Digital Marketing Mix – 12 Lessons from Lee Odden Keynote at MnSummit

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I am one of the last generations that will be able to remember what it’s like to not have technology in school.

We didn’t text. We passed notes. Our really crappy handwriting scrawled across lined paper that was folded so small we were convinced the teacher couldn’t see it as we threw or passed it back and forth. Rumors, quizzes, and small talk would whiz around the room until class was done. Then, the written conversation was over until tomorrow.

If we wanted to research something we did one of three things: asked someone else or begged our parents to tell us so we wouldn’t have to do option number three—look it up in the dictionary or the library.

Essential Q and A on the Value of Content Marketing

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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.