TopRank Online Marketing

Lee Odden

20 Plus Tips on How to Optimize Your Presentations & Public Speaking

Lee Odden on Jun 12th, 2013     Content Marketing, Online Marketing

Optimize Public Speaking PresentationsWhat does it mean to “optimize” your presentations? Keywords in your speech? Including your Twitter handle on all slides? Repurposing the slide content through Slideshare, Flickr, Visual.ly and on blogs? The answer is yes – all of the above. And more.

More marketing and communications pros are getting on board with the idea that public speaking is fuel for content marketing. The problem is, the focus on creation and promotion centers around individual content objects or presentations.

An optimized presentation strategy means having a narrative or story that includes your brand’s key messages and how the live presentation is connected to other content objects.

A live presentation can be connected to other content objects like a research report which might be connected to a series of blog posts which are connected to individual digital assets like images, polls, influencer interviews, infographics, press releases, podcasts and so on. You get the idea.

Lee Odden

Warning: Do Not Read This If You Want to Give Awesome Presentations

Lee Odden on Apr 16th, 2013     Marketing PR Conferences, Online Marketing
Optimize Presentations

Danger! Don’t Optimize Presentations to Suck. Image via Shutterstock

Over the past 5 years I’ve given a few hundred presentations in front of crowds from 10 to 1,000.

I also make sure to attend other speakers’ presentations, sometimes to delight and sometimes to horror.

Despite that experience, I’m far from a perfect speaker. But I am passionate, knowledgeable and continuously trying to optimize my speaking skills. Part of this comes from feedback but also from watching people give presentations.

There are many mistakes I’ve made that all could have been avoided. I have a feeling this is the case for many. Whether you give presentations at conferences or internally, here are a few tips on what to avoid.

Lee Odden

Content Marketing & Optimization 6 Ways – Upcoming @TopRank Speaking Events

Lee Odden on Apr 2nd, 2013     Content Marketing, Marketing PR Conferences, Online Marketing, TopRank Agency News

content optimizationWhen there’s a good story to tell, it doesn’t matter what else is going on. You have to tell it. That’s where I’m at with the intersection of search, social and content marketing.

For the past few years I’ve been giving presentations all over the world to educate marketers on the importance of an attract, engage and convert approach to content marketing. During an upcoming stretch of 30 days or so, it turns out that I’ll be giving 6 different presentations on the topic from 6 different angles.

This content marketing and optimization “6 Ways” tour starts out in San Diego next week with a presentation on how to use blogging to inspire action at the inaugural Social Media Marketing World conference.

Lee Odden

No April Fool’s – Raising the Bar on Content Marketing Should Be Your Imperative in 2013

Lee Odden on Apr 1st, 2013     Content Marketing, Online Marketing

content marketingApril 1st is prime time for jokes from brands seeking to capitalize on the holiday. One trend that is no joke involves the importance of content in the digital marketing mix.

According to a study from Econsultancy and Adobe, content ties as the number one digital marketing priority along with conversion rate optimization for 2013.  That confidence and focus on content has companies responding with investments. A study from MarketingProfs and Content Marketing Institute reports that 86% of BtoC companies will keep or increase their investments in content marketing spending in 2013. Additionally, 54% of BtoB companies will increase content marketing spending.

Along with an increased digital marketing focus on content are the major changes with search engines and the practice of SEO. Now more than ever, the importance of on and off domain content is as important or more than the technical aspects of optimization.

Lee Odden

Holistic Optimization Across the Sales Cycle: Optimize Speaking Events May & June

Lee Odden on May 10th, 2012     Marketing PR Conferences, Online Marketing, Optimize Book

sales cycle optimizastion

When you have a business that relies on attracting new business online the sheer volume of options can be confusing. Should offline advertising efforts transfer to online? Maybe email marketing? What about SEO or the hot topic, social media? So much focus is placed on tactics and channels, that a lot of misplaced digital marketing budget gets wasted or spent inefficiently.

To bring some clarity to the myriad online marketing options available, I think it’s worth marketers taking a holistic approach that starts with an essential understanding of goals and customers. Who are your best customers? Who are your worst? What do your best customers care about? What are their pain points and goals? While you’re answering those key questions, think about how your solutions meet the needs of your target audience and what stories you can tell to bring align those interests to a common goal.

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