TopRank Marketing Top Takeaways & Words of Wisdom from MarketingProfs B2B Marketing Forum #MPB2B


Last week, the amazing Ann Handley and her team at MarketingProfs put on a phenomenal conference for B2B marketers from all over the country. The information, networking, events and even the swag were all top-notch.

On the first day, Ann set the stage and asked everyone in attendance to find their squad of other marketers at the event, and to take their work seriously, but not to take themselves too seriously. I’m so thankful to have gotten to know some familiar faces a little bit better, and to make some new fast friends in a short amount of time.

This great conference inspired me to share what I thought were the top takeaways and words of wisdom from the speakers for those of you that weren’t able to attend.

How To Tap Into the Social Media Power of Employees for Content Amplification

dave and dave

Social media has evolved significantly in the past six years. At the beginning, businesses focused solely on just having a presence on social media. Then, brands beginning honing in on social listening and figuring out the “science” of a good social media campaign.

Marketers then realized that social media was a great tool not only to engage their audience, but a prime opportunity to amplify their content and draw even more people in to consume, engage with and share that content. Recent studies have found that social networking accounts for 30% of all time spent online.

If you want B2B Content to be Great, Ask Your Community to Participate! #MPB2B

Lee Odden MPB2B

The bar for great B2B content marketing is being raised since brands have become publishers and no longer need to rely on traditional media sources for exposure. Unfortunately, budgets and resources don’t always match the required output.

Not many B2B marketers realistically have the budget to hire journalists to compete with industry publications. Even those that do, are still struggling to create engaging content on a consistent basis, improve content effectiveness and provide a variety of content.

The wisdom of your community is a bank rich with useful marketing content and can help scale a B2B content marketing program. In his session at MarketingProfs B2B Marketing Forum, TopRank CEO Lee Odden made the case for why adding participation to your content can help solve the problems above, and three examples of content co-creation in action.

Is There Really A Secret to MAKING B2B Marketing Magic? #MPB2B


Every industry experiences evolutions. For some it’s hundreds of years before innovations are made, whereas others change in the blink of an eye. Like a well timed magic trick, one minute you see something, and the next minute it’s completely transformed.

Digital marketing is one of those industries that is always on the cusp of something new and exciting. Personally, that is one of my favorite parts of working at an agency like TopRank Marketing. Each day is an adventure with exciting new things to learn.

Many digital marketers today seem to think that they’ve nailed making marketing magic, but have they really? There are some that in my opinion are constantly making magic (Michael Brenner, Ann Handley and Lee Odden to name a few), while the vast majority are just trying to keep up.

How Does Mark Schaefer MAKE Marketing Magic? #MPB2B


If someone asked you what your mission is as a marketer, what would you say?

My response would go something like this: To create a meaningful connection with customers that engages them with my businesses and encourages them to take the next step in working with us. I’d venture to say that many of you out there would have a similar response. However, even with all of the tools at our disposal today, this mission is much easier said than done.

In fact, 60% of marketers are still struggling to produce engaging content, but 72% have it at the top of their list to focus on in the future.

How Does Uberflip’s Hana Abaza MAKE Marketing Magic? #MPB2B


Individuals that are new to B2B marketing often make the mistake of marketing to target businesses, instead of the individuals within the business. Unfortunately, more seasoned marketers are sometimes guilty of the same blunder. Understanding how best to target and personalize marketing isn’t always easy, and can require additional training and direction from industry experts.

The upcoming MarketingProfs B2B Marketing Forum (October 20 – 23) will help newbie and experienced B2B marketers alike find their way through the clutter to create marketing programs that truly speak to the needs of their customers. We had the fortunate opportunity to partner with MarketingProfs to bring you insights from some of the top speakers that will be presenting at the upcoming conference.

How Does LinkedIn’s Jason Miller MAKE Marketing Magic? #MPB2B


Effective content creation requires more than setting goals, implementing a strategy and creating your assets. For content to really be great, your audience needs to see it. One of the most effective content promotion mechanisms is the use of social media.

MarketingProfs and Content Marketing Institute recently found that LinkedIn is the most effective social media platform for B2B marketers to distribute and promote content marketing assets. Instead of searching through countless websites looking for best practices, we’re taking you straight to the source.

We have partnered with MarketingProfs to bring you insights from some of the top speakers that will be presenting at MarketingProfs B2B Marketing Forum (October 20 – 23).

Why It’s Time for More Participation in B2B Content Marketing

participation b2b marketing

B2B brands are answering the call to become publishers with a significant increase in content hubs exemplified by pioneers like American Express OPEN and Adobe’s and others including:

  • Intel IQ
  • Think with Google
  • Dell’s Power More
  • GE’s World in Motion
  • SAP’s Digitalist Magazine

Content Hubs

While those are all great examples, there’s an important question: Can your business really afford to hire the kind of editorial team to create this quantity of quality content at the cadence of a business publication?

Many practical marketers will say no.

The trend towards brand publishing in combination with self directed buyers guiding their way through the sales process with content creates an interesting conflict between the need for an up level on quality content production with a corresponding increase in content creation resources.

Win a Free Pass! Get Content Marketing Smart at MarketingProfs University in Minneapolis


One of the biggest problems that many marketing organizations are facing today is creating quality content on a consistent basis. It can be a challenge to make sure every piece of content you produce is effective at helping to attract, engage and convert target customers.

In fact, according to research from Content Marketing Institute and MarketingProfs, only 38% of B2B marketers state that their content marketing is effective. If you are one of the 62% of marketers that really need to improve content marketing performance, we have just the ticket. Literally!

Our friends at MarketingProfs are hosting a series of workshops focused on helping marketers reach content marketing success. From September 30 through October 2nd, these workshops will be held in Minneapolis.

How to Create Oscar-Worthy Content Marketing: Ann Handley of MarketingProfs #CMWorld


My pal Ann Handley has made it her life’s work to, in her words, “wage war on mediocrity in content.” Her best-selling book, Everybody Writes, is a practical guide to writing the kind of content that truly engages an audience.

As the Chief Content Officer of MarketingProfs (the world’s first Chief Content Officer, in fact), Ann advocates quality over quantity in all of her content ventures. She also spreads the gospel of good content at speaking engagements around the world, including the upcoming Content Marketing World conference September 8-11 in Cleveland.

To get a sneak preview of Ann’s Content Marketing World presentation, Good Content Vs. Good Enough Content: A Fight For Sore Eyes, I did my best to catch up with her during some pretty crazy travels. Along the way, she shared her journey on learning to write compelling content, the role of technology in content marketing, and the death of the marketing funnel.

B2B Marketing eBook: Inspiration From 14 Marketing Influencers


The digital marketing industry is shaped by great minds that, while keeping one eye on the work at hand, are focusing the other on the future. These great minds help us see “what’s next” and inspire us to create the next level of content for marketing.

For inspiration on B2B Marketing in 2015, look no further than the experts in “B2B Marketing 2015: 14 Visions of the Future You Can Use Today“. These B2B savants see a future in which content is co-created with brands, employees, customers and influencers. They see a future in which company data is used to shape conversations in real-time. Their future borrows from B2C marketing by humanizing the B2B journey and creating user experiences for buyers, not just companies.

The Number One Secret to B2B Content Marketing Success Plus 150 B2B Marketing Statistics

B2B Content Marketing Secret

Who doesn’t like a secret? Especially the single, most important content marketing secret to success for B2B companies.

This year’s Benchmarks, Budgets, and Trends—North America report from Content Marketing Institute (CMI) and MarketingProfs offers us that one, most important piece of advice and more. So what’s the secret? Simple:

Document your content marketing strategy and follow it closely. 

If you’re feeling a bit underwhelmed, here’s the thing:

  • 35% of B2B marketers in this year’s survey said they have a documented content marketing strategy
  • 48% said they have a content marketing strategy, but it is not documented.

OK fine, most companies have some idea of how their content marketing efforts fit into the marketing plan.  What’s the big deal?