Lee Odden

Lee Odden

About Lee Odden

@LeeOdden is the CEO of TopRank Marketing and editor of Online Marketing Blog. Cited for his expertise by The Economist, Forbes and the Wall Street Journal, he's the author of the book Optimize and presents internationally on integrated content, search, social media and influencer marketing. When not at conferences, consulting, or working with his talented team, he's likely on a beach somewhere doing absolutely nothing.

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.

Lee Odden

New Research: 2018 Content Planning Report from DivvyHQ & TopRank Marketing

Lee Odden on Aug 30th, 2018     Content Marketing

2018 Content Planning Report

Whenever failure strikes in content marketing and the post mortem is reviewed, there is almost always the same missing component: adequate planning.

The expression “a failure to plan is a plan to fail” is as true for content marketing as it is for navigating any aspect of business life. Why do so many marketers fail at content planning? Do they not have the skills or information? Maybe they don’t have the right tools or a fleshed out, documented strategy.

I’m pretty sure just about every marketer from early stage to advanced could do with some content planning optimization.

Lucky for you, we’ve partnered with our client, content planning software platform, DivvyHQ to find out where content planning stands today. We’ve also collaborated with top content marketing leaders including Michael Brenner, Carla Johnson, Robert Rose and Tamsen Webster for their strategic guidance.

Lee Odden

The Original List: 50 Content Marketing Influencers and Experts to Follow into 2019

Lee Odden on Aug 29th, 2018     Content Marketing, Content Marketing World

Content Marketing Influencers 2018

Content Marketing World 2018 will be here before you know it. The largest content marketing conference in the world brings together an incredible cornucopia of talent, curiosity, knowledge and aspirations for success. Marketers from all over the world come to Cleveland, Ohio for this event of epic proportions.

Readers of our blog know we have a long history with the conference starting at the beginning with 8 years of speaking and attending plus 6 years of partnering with Content Marketing Institute to develop speaker/influencer content marketing campaigns, aka “conference ebooks”, to help promote the event.

Another tradition that has recently been imitated but hardly duplicated, is something we started several years ago: sort through the 200 or more speakers and publish a ranked list of content marketing experts according to their social influence.

Lee Odden

50 Content Promotion Tactics to Help Your Great Content Get Amazing Exposure

Lee Odden on Aug 27th, 2018     Content Marketing

Content Promotion Tactics

You’ve just launched a gorgeous campaign with all the design bells and whistles. The copywriting is art and the experience intoxicating—so say your design and content team.

The day of launch has everyone excited. The marketing team smells a win at Cannes Lions and the sales team anticipates Glengarry-level leads. But wait, what’s that? Nothing? Nothing!

It looks like you’ve got a bad case of Invisible Content Syndrome.

Just about every marketer experiences the dichotomy of creation / promotion with an increasing focus on making the best content possible. But then what? Many time-strapped marketers are resolved to hit publish, schedule some social shares on brand profiles and maybe throw a few bucks towards social ads. But is that enough?

Lee Odden

Trust in Marketing is at Risk. These CMOs and Marketing Influencers Share How to Fix

Lee Odden on Jul 23rd, 2018     Digital Marketing

CMO Half Life

The average tenure of a CMO is under 4 years representing a crisis in confidence amongst business leadership when it comes to marketing. Expectations for marketing are higher than ever amongst business leaders and customers alike.

To advance the valuable contributions marketing can make from boosting short term sales to growing long term market share, it is important for marketers to build trust and influence. But there are challenges:

  • A study from Fournaise Group that fond 73% of CEOs say “Marketers lack business credibility and the ability to generate sufficient growth and 80% of CEOs simply don’t trust marketers at all, while 91% do trust CIOs and CFOs.
  • New research from Marketing Week reports only 30% consider marketing ‘very important’ at large B2B companies.
Lee Odden

32 B2B Content Marketing Case Studies for 2018

Lee Odden on May 7th, 2018     B2B Marketing, Content Marketing

B2B Content Marketing Case Studies

One of the great honors of working in the marketing agency world is seeing your work recognized. For me, an even greater honor is seeing the work of our clients and my team recognized and that’s exactly what happened at the 2018 Killer Content Awards.

This year the award in question went to our client Cherwell Software. Thanks to amazing work by Alison Munn and the Cherwell Software team (pictured above), as well as our team at TopRank Marketing, their integrated influencer content program drove 22% of all new sales pipeline revenue in 2017.

Lee Odden

6 Top Marketing Challenges Solved by Influencer Content

Lee Odden on Apr 16th, 2018     B2B Marketing, Content Marketing, Influencer Marketing

Marketing Challenges Solved by Influencer Content

Whether you’re a new Marketing leader at a company in need of establishing wins quickly or part of a growing organization with ambitious revenue goals, the challenges within marketing today are greater than ever.

To help make sense out of these challenges, I’ve listed 6 of the top obstacles to brands achieving effectiveness out of their marketing and how collaborating with influencers on content help solve each problem.

1. Challenge: Ad Blocking

600 million devices are using ad blocking leading to a loss of $22 billion in ad revenue for publishers (PageFair). If buyers don’t ever see your ads, what chance do you have?

Challenge solved: Contrary to ads, influencers are liked and because people pay attention to the influencers they follow, shared brand messages are far more likely to attract and engage buyers.

Lee Odden

Relationship Powered Link Building #Pubcon Florida

Lee Odden on Apr 12th, 2018     Link Building, SEO

Relationship Powered Link Building Pubcon

Keywords, content and links. This is the currency of the Search Engine Optimization world and the rules for spending that currency seem to be in a constant state of flux.

At TopRank Marketing, we take a conservative approach to attracting links through purely organic means. Our focus is on creating content that’s actually worth being linked to with an emphasis on customer engagement and share optimization over pure SEO value.

The irony of this approach is that while we don’t “build links” directly for SEO, the attraction based approach we take typically results in links that are very high value and sustainable that many overt link building tactics.

In this session at Pubcon Florida, Ann Smarty @seosmarty from Internet Marketing Ninjas broke her multi-year silence on link building to share her current insights on the topic of link building through relationships.

Lee Odden

How to Leverage Influencer Marketing for Improved SEO #Pubcon Florida

Lee Odden on Apr 11th, 2018     Influencer Marketing, SEO

How to Leverage Influencer Marketing for Improved SEO

This session on influencer marketing and SEO is the first up for me on day one of Pubcon Florida, which has grown from a one day to a two day event. It’s easy to see why: The speaker line up is chock full of current smart search marketing advice from a great collection of expert practitioners.

With moderation duties handled by Susan Wenograd @SusanEDub the speakers for this session included the dynamic duo of:
Marcela De Vivo @marceladevivo from SEMRush
Dixon Jones @Dixon_Jones from Majestic

First up is birthday woman Marcela De Vivo. Happy Birthday Marcela!

Influencer Marketing is hot right now for a variety of reasons: consumers increased use of ad blocking, increased competition and working with the right influencers can make your marketing more effective, especially with SEO.

Lee Odden

54 Artificial Intelligence Powered Marketing Tools

Lee Odden     Digital Marketing

AI Powered Marketing Tools

The expression, “Marketers are data rich and insight poor” is more true today than ever.

Marketers all over the world are working to optimize marketing operations and effectiveness using their abundance of data. Many are turning to tools and platforms powered by artificial intelligence and machine learning. AI promises to make sense of all the dark data companies are sitting on as well as structured and unstructured data online to surface insights about customer behaviors, opportunistic content and emotional triggers to inspire conversions.

In an age of too many choices, increased competition for customer attention requires every advantage to optimize for reach, engagement and conversion. Marketers are using AI to automate and optimize their marketing because that’s what it will take to meet customer appetite for personalized experiences.

Lee Odden

3 Reasons B2B Marketers Need Optimized & Influencer Activated Content

B2B content optimized influencer activated

We’ve all read the headlines about the death of organic social media and BuzzSumo’s recent report on the huge drop in social sharing reinforces the news that the free for all days of social media are coming to a close. Add to that the distrust of branded content and advertising and it’s easy to see that marketers need to rethink their approach.

If buyers are not engaging with brand social media and content, then where is their attention?

This is not a new question and the way we’ve been finding the answer is through insights about buyer preferences for solutions content: discovery, consumption and action.

Lee Odden

Digital Marketing News: YouTube Beats Facebook, Twitter Verify for All, Gen Z Bailing on Social

Lee Odden     Online Marketing News

Social Media Statistics 2018

Social Networking Platforms’ User Demographics Update 2018 –  The most widely-used social media platform in the US isn’t Facebook. It’s YouTube. This new report from Pew Research explores data from the top social networking platforms for 2018 including YouTube, Facebook, Instagram, Pinterest, Snapchat, LinkedIn, Twitter and WhatsApp. MarketingCharts

Forrester Says Only 15% of B-to-B Marketers Are Fully Compliant With GDPR – According to results of a report released this week by Forrester, only 15 percent of b-to-b marketers are fully compliant with the General Data Protection Regulation (GDPR), while 18 percent are still wondering what to do. In fact, of the 66 marketing professionals surveyed in January, less than half of marketers had even even assessed all points from which they collect data. AdWeek