TopRank Online Marketing

Lee Odden

Storytelling, Positioning & Personas for More Effective B2B Content Marketing

Lee Odden on Sep 17th, 2012     B2B, Content Marketing, Marketing PR Conferences, Online Marketing
buyer persona

Free B2B buyer persona development tool

Just as every B2B company stakes a claim to a market position, each of them has a story to share. The challenge is in figuring out how to share that story in a way that aligns with the needs and priorities of prospects and customers. But, it’s not just sharing the story. It’s about making the story so compelling that it elevates perceptions of value and urgency resulting in more qualified leads and faster purchasing momentum.

This is the sage advice from Ardath Albee, a B2B Marketing industry thought leader and practitioner that consistently delivers useful information. In fact, Ardath was one of the participants in our Content Marketing Secrets project and has been in the B2B content marketing game a very long time. The following post is a summary of her presentation at the recent Content Marketing World.

Ashley Zeckman

Online Marketing News: Pinterest’s Sneaky Tactics, Keeping Leaders Honest, 100 Million Videos Watched Per Day

Ashley Zeckman on Feb 10th, 2012     Content Marketing, Google, Marketing Industry News, Online Marketing, Search Engines, SEO, Yahoo

How Social Media Keeps Leaders Honest

David Jones of Havas and Mashable CEO Pete Cashmore recently sat down to talk about the responsibilities of the leaders of today to respond to social media, and how it holds them accountable.

“Google Clarifies: No, Ads Shouldn’t Help Rankings & No, SEO Isn’t Bad”  Recent comments made by a new Google employee have some SEO’s up in arms.  Apparently his comments included “SEO isn’t good for users” and “It’s a bug that you could rank highly in Google without buying ads.”  Curious to know what else he has to say and what reaction this has caused within the online community?  Via Search Engine Land.

Lee Odden

The Power of Persuasion: Storytelling & Personas in Content Marketing

Lee Odden on Dec 19th, 2011     Content Marketing, Online Marketing, SEO, Social Media

persuasion content marketing

I attended University a very long time ago, where I started out pursuing Graphic Design and then transitioned to an interdepartmental degree: Sociology, Industrial Psychology and Business. Art was interesting, but I was only mildly talented and there was no digital program (this was pre-internet). As I look at the state of the social web today, I am amazed at what a dynamic and interesting time we live in. I wonder what it would be like, studying social psychology and organizational development now, with the ubiquity of the social web and transformation of internet access from PCs to mobile devices.

Lee Odden

Content, Social & SEO Lead Customers to Great Experiences

Lee Odden on Jul 7th, 2011     Content Marketing, Online Marketing

Content Social SEOMy friend Bob Knorpp has a good piece on AdAge this week:”Why Marketers Should Break Free of the Digital Content Trap” about the fallacy of content. He makes some good points about companies going through the motions of creating and promoting content on social channels with motivations of retweets, likes, shares and links over real engagement. I have to agree where he says, “content alone is a dead end for ongoing engagement”.

While many savvy online marketers don’t see content as a shortsighted substitute for social strategy or simply as a SEO tactic, but a proxy to creating customer experiences, there are even more who do.  Content is a vehicle for discovery, engagement and sharing.  Content is the mechanism for storytelling and if social and search optimization are also involved in a qualitative way to aid in discovery and sharing of those stories – then all the better.

Lee Odden

Storytelling: Actionable Insight from Analytics

Lee Odden on Oct 6th, 2009     Interactive Marketing, Marketing PR Conferences, MIMA Summit, Web Analytics

Storytelling: Actionable Insight from AnalyticsThere’s a certain sentiment amongst many marketers that, “If you can’t measure it, it’s not worth doing.” While that perspective may not be entirely applicable to all online marketing, it certainly draws attention to the need for insight from measuring what we do to market, communicate, promote and influence on the web.  The need to better understand the value and application of web analytics data as well as social media measurement is critical for companies that want to compete online.

The MIMA Summit breakout session “Storytelling: Actionable Insight from Analytics” was jam packed with collective analytics wisdom shared by panelists Jason Rapps, Joel Wright, Marshall Sponder, and moderator Jennifer Veesenmeyer to help organizations overcome 3 key web analytics obstacles:

  1. Getting traction – getting from stage 1 to stage 2

To optimize your online marketing performance, contact us at TopRank | ©2014 TopRank® Online Marketing | Top