lee odden

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

Lee-Odden-C2C15

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

B2B Content Marketing

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

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.”

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

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.

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

Be the Best Answer - Lee Odden Keynote

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

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.

Where to Learn About B2B Social Media, Influencer Content Marketing, Future of Digital PR & SEO

TopRank Speaking Events Q2 2014

During the first 3 months of 2014, I’ve had a great opportunity to connect with marketers from London to Las Vegas sharing best practices and learning what’s on the mind of the marketing and PR community.

Those experiences have helped me take the temperature of what marketers questions are so I can apply those insights in our consulting and for future presentations. Topics that seemed to be high in demand include working with influencers in combination with content marketing and social media.  

As popular as content and social media marketing are in terms of increasing budgets and implementations, many marketers are still wondering about best practices and how to get the most from their investments. This was clear from all the questions and follow up engagement I received from recent events like ClickZ Live in New York and the Marketo Marketing Nation Summit in San Francisco.

How Content Plus an Influencer Network Can Grow Your Business

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!

5 Most Popular Digital Marketing and Public Relations Presentations of 2013

Lee Odden

Photo Credit: Adamson Studios Photography

In 2013, I had the good fortune to share insights on the integration of digital marketing and PR at over 25 events online and off.

From San Francisco to New York to London, Madrid and Moscow, marketers all over the world are in search of answers on how to plan, integrate, implement and measure coordinated marketing messaging across multiple channels. I’d like to think TopRank Online Marketing helped move some people in the right direction.

Growing tactical expertise is essential, but understanding the customer universe and their buying experience is even more important in today’s always on, always connected, digital world. The power of influence no longer belongs to the few as social technologies and networks have begun to democratize the ability to publish, engage and inspire.

11 Must Read eBooks to Get Content Marketing Smart for 2014

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?

B2B Social Media Marketing Trends & Tips for 2014

B2B social media marketingAre you a B2B Marketer that’s not fully on board with being social with your marketing? Have you started and you’re looking for a little inspiration?

Here’s a short presentation I’ll be giving this week in Moscow (in addition to a 3 1/2 hour social media marketing workshop).

While there are flavorings towards a Russian audience, (Yandex, Vkontakte, Odnoklassniki) there’s also plenty of good advice for any B2B company that hasn’t fully embraced opportunities on the social web.

In particular, I think newer B2B marketers will appreciate the Social Media Marketing Maturity Model that outlines various stages that companies will experience as they gain more experience and confidence with social media.

Customer Empathy Plus Brand Leadership FTW at Social Brand Forum

integrated online marketing“Win More, Suck Less – How to Optimize Your Social, Search, & Content Marketing”

That’s the title of a presentation I’ll be giving today in Coralville, Iowa at Social Brand Forum a conference run by Nick Westergaard.

Other speakers include Jay Baer, Gini Dietrich, DJ Waldow, Marcus Sheridan, Laura Fitton and more.

The cool thing about my presentation title is, I didn’t decide what it would be. Our Facebook community did. I’ve also run a survey of our community to share their smarts in other ways. Some of that will end up in the presentation too.

That’s the beauty of social networks:  The ability to connect with a group of like minded people in an ongoing transfer of knowledge, ideas and feedback.