Caitlin Burgess

Interactive Content Marketing: Why B2B Marketers Should Take Their Content from Boring to Bold

Caitlin Burgess on Sep 20th, 2018     Content Marketing, Interactive Marketing

Why B2B Marketers Should Consider Interactive Content

Show of hands, B2B marketers: How many of you know which Hogwarts house you belong in? Or which Disney princess best represents your personality and relationship ambitions?

via GIPHY

Don’t be shy. I’m a Gryffindor wizard through and through—and apparently, I’m more of a Jasmine than an Ariel. And I know all this thanks to the rise of interactive content.

From quirky quizzes to ROI calculators to guided eBooks, interactive content is a rising content marketing star. BuzzFeed is perhaps the most prolific example, creating dozens of quizzes each week that are making their way into social feeds and search results. (And almost all users reportedly finish them).

But why should B2B marketers consider adding interactive content to their mix?


Interactive Content Marketing: Why B2B Marketers Should Take Their Content from Boring to Bold
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Anne Leuman

Why Marketers Are Disenchanted with SEO

Anne Leuman on Sep 19th, 2018     Content Marketing, SEO

Why Marketers Are Turning Away from SEO

Just over two decades ago, search engine optimization (SEO) burst onto the internet scene and kicked the digital marketing doors wide open. Today, marketers consider SEO an effective and required part of their digital marketing mix — well, some of us at least.

Many thought leaders, marketers, and brands have speculated that SEO is dead, but we’d argue that it most certainly isn’t. Rather, it’s being reborn. However, it appears to be fading as a core digital and content marketing strategy.

Why? There’s no one answer. Instead, multiple challenges and frustrations have fused to create disenchantment with the practice.


Why Marketers Are Disenchanted with SEO
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Lee Odden

Invisible Content Syndrome and the Content Promotion Tactics to Cure It

Lee Odden on Sep 18th, 2018     Content Marketing

Invisible Content Syndrome

Eyes fixed on his computer monitor, Jack felt perspiration form on his forehead as he waited in anticipation for the flood of visitors to the new campaign he and his team just launched.

Anticipation turned to nervousness as he looked around the room and asked, “Who’s promoting this content?”

All Jack got in return were blank stares and a bad case of Invisible Content Syndrome.

According to research by the Content Marketing Institute, 83% of B2B marketers use social networks for traffic, making it the most preferred tactic. At the same time, research from BuzzSumo reports that social sharing has dropped by 50% since 2015. With only 23% of CMOs feeling they are producing the right content and delivering it at the right time and format, lack of visibility is a disease content marketing is suffering across the industry.


Invisible Content Syndrome and the Content Promotion Tactics to Cure It
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Caitlin Burgess

How Can Marketers Create Stronger Customer Bonds? Focus on Convenience, According to Shep Hyken

Caitlin Burgess on Sep 17th, 2018     Digital Marketing, Interviews

Shep Hyken on Convenience Marketing

Savvy digital marketers have their ears to the ground and eyes to the sky, striving to be on the cutting edge of the latest and greatest trends, tactics, strategies, and tools. After all, change comes hard and fast in this industry—especially when it comes to evolving buyer demands and expectations.

However, innovation doesn’t have to be net-new. To put a slight spin on a classic line, everything old can be new again. And that’s where convenience as a strategic digital marketing tool.

Convenience has been a core customer service principle for decades. And more often than not, convenience is a defining characteristic of customer experience and the brand as a whole. Think about what 7-Eleven did for weary travelers or time-crunched professionals. Think about what Amazon first did for avid, deal-seeking readers—and what they’re doing now for folks from all walks of life.


How Can Marketers Create Stronger Customer Bonds? Focus on Convenience, According to Shep Hyken
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Lane Ellis

Digital Marketing News: Facebook’s Ad & Metric Changes, Pinterest Tops 250M Users, Google’s URL Plans, & LinkedIn’s Dynamic Ads

Lane Ellis on Sep 14th, 2018     Online Marketing News

2018 September 14 LinkedIn News Image

LinkedIn brings Dynamic Ads into Campaign Manager platform
LinkedIn has added Dynamic Ads into its Campaign Manager platform. Templates, auto-translation, and data-mapping are among the new additions to an expanded LinkedIn (client) ad management tool. MarketingLand

Americans are changing their relationship with Facebook
A new survey from the Pew Research Center shows that 42 percent of Facebook users having taken a break from the site during the past year, one of several findings of interest to digital marketers. Pew Research Center

Google Wants to Kill the URL
Google and other tech firms are grappling with oftentimes unwieldy and increasingly dangerous URLs. Google’s Chrome browers is looking to at least alter how URLs are displayed, a move that could change how digital marketers incorporate them. Wired


Digital Marketing News: Facebook’s Ad & Metric Changes, Pinterest Tops 250M Users, Google’s URL Plans, & LinkedIn’s Dynamic Ads
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Alexis Hall

Use It or Lose It: 8 Ways to Make the Most of Your Digital Marketing Budget Surplus

Alexis Hall on Sep 13th, 2018     Content Marketing, Digital Marketing

How to Make the Most of Your Marketing Budget

For all marketing leaders, effectively managing your digital marketing budget is a delicate balancing act. Spend too much too early, and you’re running ultra-lean for the balance of the year and risk falling short of your goals. Spend too little, and you’ll likely lose those dollars at year’s end—and perhaps put yourself in a position to see cuts next year if your frugalness is taken out of context.

In our experience, we often see organizations slow to spend the first nine months of the year and eager to spend in the final quarter. So, if you’ll soon find yourself in the “use it or lose it” position, absolutely use it—but be thoughtful.


Use It or Lose It: 8 Ways to Make the Most of Your Digital Marketing Budget Surplus
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Ashley Zeckman

Game On: How to Power-Up Your Content Marketing Game with Insights From #CMWorld

Ashley Zeckman on Sep 12th, 2018     Content Marketing, Content Marketing World, Influencer Marketing

Up, up, down, down, left, right, left, right.

If you’re a classic gamer, you’ll recognize the Konami Code used in popular games as a way to uncover gaming cheats or special effects. And if you attended Content Marketing World last week, you’ll recognize that sequence from trying to find your way through Huntington Convention Center to find your speaker sessions.

And even if you’re not a gamer and weren’t able to attend the conference this year, you’re in luck. The team at TopRank Marketing has compiled some top tips for powering up your event attendance and our coverage of stellar content marketing sessions from the biggest content marketing conference of the year.


Game On: How to Power-Up Your Content Marketing Game with Insights From #CMWorld
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Jane Bartel

Ashley Zeckman Dispels B2B Influencer Marketing Lies at CMWorld

Jane Bartel on Sep 12th, 2018     Content Marketing, Content Marketing World, Influencer Marketing

Ashley Zeckman at CMWorld

It’s no wonder that Ashley Zeckman, Digital Strategy Director at TopRank Marketing, drew a crowd last week at Content Marketing World: she promised to debunk the prevalent myth that influencer marketing is best suited for B2C brands.

Content marketers, just like everybody else, see loads of influencers promoting consumer brands. So, why can’t some of us get over the notion that involving influencers in B2B campaigns isn’t a good fit?

Because, as Zeckman puts it, content marketing is difficult. As it stands today, only 50% of marketers believe they’re achieving their marketing goals (Smart Insights). In addition, 75% of blog posts get fewer than 10 social shares, and get zero links from other domains (Buzzsumo & Moz). What’s worse, is that 70% of marketers lack a consistent or integrated content strategy (Altimeter).


Ashley Zeckman Dispels B2B Influencer Marketing Lies at CMWorld
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Nick Nelson

LinkedIn’s Megan Golden on Building a Blockbuster Content Marketing Strategy

Nick Nelson on Sep 11th, 2018     Content Marketing, Content Marketing World

LinkedIn's Megan Golden at Content Marketing World

“The good news about being a marketer in 2018 is that we have dozens and dozens of channels to share our marketing story,” Megan Golden, group manager of LinkedIn’s* global content and social media marketing, said in the opening of her session at Content Marketing World last Thursday.

“The bad news about being a marketer in 2018 is that we have dozens and dozens of channels to share our marketing story,” she added.

It’s true. We’re inundated with options for trying to reach our audiences these days, making it a challenge to narrow focus and find the right mix. But it’s safe to say that if you work in B2B, LinkedIn has to be in that mix. Hosting more than half a billion professionals, and boasting unparalleled targeting capabilities, the platform is tremendously powerful for those who know how to use it.


LinkedIn’s Megan Golden on Building a Blockbuster Content Marketing Strategy
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Jane Bartel

How Amanda Todorovich and the Cleveland Clinic Monetized Their Blog (And Why the Resulting Revenue is Just Gravy)

Jane Bartel on Sep 10th, 2018     Blogging Strategy, Content Marketing, Content Marketing World

In a room overflowing with content marketers hungry to find out how to turn a blog audience into a monetizable asset, Amanda Todorovich delivered.

Todorovich, Content Marketing World’s 2016 Content Marketer of the Year, became Director of Content Marketing at the Cleveland Clinic in 2013, when their blog was only six months old and had roughly two hundred fifty thousand views per month. Now, the Health Essentials blog gets six million views per month and is the number one most-viewed hospital blog.

So, how do Todorovich and her team continue to grow their blog and turn that traffic into revenue?  “You can’t think about the money first.” She stressed that trying to answer the question “what do we need to sell today?” is no way to decide what content will be most valuable for your audience.


How Amanda Todorovich and the Cleveland Clinic Monetized Their Blog (And Why the Resulting Revenue is Just Gravy)
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Nick Nelson

Influencer & Content Marketing: Solving the Confluence Equation with Lee Odden

Nick Nelson on Sep 10th, 2018     Content Marketing, Content Marketing World, Influencer Marketing

Due to my lifelong contempt for math, I’ve been known to struggle with equations – especially complicated ones.

Luckily, understanding the “Confluence Equation,” as broken down by TopRank Marketing CEO Lee Odden at Content Marketing World, is quite straightforward. For modern marketers, it’s also absolutely critical.

Content + Influence = Confluence

Given the setting where Lee’s session was delivered – a massive conference with thousands in attendance – it goes without saying that there’s plenty of interest in content marketing right now.

But you might be surprised to learn that, at least through the lens of Google search trends, interest in influencer marketing has actually surpassed it, and continues to rise rapidly:


Influencer & Content Marketing: Solving the Confluence Equation with Lee Odden
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Nick Nelson

How Twitch is Breaking New Ground In Audience Engagement #CMWorld

Nick Nelson on Sep 7th, 2018     Content Marketing, Content Marketing World

Last month, rapper Danny Brown made waves by unveiling his latest project on the live-streaming platform Twitch, dubbing it “the first-ever Twitch album.”

It was yet another step toward widespread cultural takeover for this burgeoning content hub, which is rapidly expanding beyond its distinction as strictly a host for video game communities. Twitch’s usage numbers, and creative new applications, demand the attention of marketers everywhere seeking to up the ante for audience engagement.

In her Thursday morning Content Marketing World keynote, Twitch’s Director of Business Development Jane Weedon shared some eye-opening stats and laid out an ambitious go-forward vision for the platform’s active audience participation model.


How Twitch is Breaking New Ground In Audience Engagement #CMWorld
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