Tiffani Allen

Tiffani Allen

Want to Prove Content Marketing ROI? You Need an Actionable Marketing Dashboard

Tiffani Allen on Mar 5th, 2019     Content Marketing, Web Analytics

Why You Need an Actionable Content Marketing Dashboard

Content marketers are believers. We believe our content brings real value to our prospects, clients, and partners. We believe our content is essential for driving demand. And we believe that content marketing is essential for bolstering our company’s bottom line.

However, we’re also realistic; as it’s often said: Seeing is believing. So, we need to be able to show proof of content marketing ROI to get our key stakeholders to believe, too.

And to do this, we need a source of truth that artfully and easily shows how we’re performing against our benchmarks, goals, and key performance indicators (KPIs), as well as where we’ve identified opportunities to improve results. We need an actionable content marketing dashboard.


Want to Prove Content Marketing ROI? You Need an Actionable Marketing Dashboard
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Tiffani Allen

Measure for Success: 7 Secrets of Actionable Content Marketing Dashboards

Tiffani Allen on Jan 31st, 2019     Content Marketing, Web Analytics

Elements of an Actionable Content Marketing Dashboard

Hey, content marketers. Imagine this: You’re sitting in a marketing meeting and you hear the following:

  • Our conversions are up 50% year-over-year!
  • Our blog traffic is down.
  • We saw a big spike in traffic this month to our primary service page!
  • Our bounce rate is all over the place.
  • This blog post about “X” had 2,000 page views last month!

What are the first thoughts that come to mind? For many, the first thought would likely be: Why? Followed by a: Is that good or bad? And then finally: What do we need to do next?

If you’ve ever experienced a similar scenario, you’ve come face-to-face with insight famine. The statements above simply relay data points and lack the insight needed to take any sort of action. And this is why an actionable content marketing dashboard is so incredibly important.


Measure for Success: 7 Secrets of Actionable Content Marketing Dashboards
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Tiffani Allen

TopRank Marketing’s Top 6 SEO Predictions & Trends for 2019

Tiffani Allen on Dec 12th, 2018     SEO

SEO Trends & Predictions 2019

The year-end hustle and bustle is on, marketers. We’re all finalizing next year’s tactical mix and strategy, refining targets, and setting goals—all with the intention of driving bigger, badder, and better results in the new year.

When it comes to setting your SEO strategy for 2019, here’s an important stat to keep in mind: 61% of marketers say improving SEO and growing their organic presence is their top inbound marketing priority.

For more than two decades, SEO has been a foundational digital marketing tactic. And as algorithms have been refined, content has proliferated, and innovation and technology have changed how we search—competition in the organic search landscape has hit an all-time high.


TopRank Marketing’s Top 6 SEO Predictions & Trends for 2019
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Tiffani Allen

4 Reasons to Get AMP’d Up About Google AMP with Google’s Ben Morss

Tiffani Allen     Pubcon, SEO

What’s up with Google AMP? That’s what a room full of marketers were determined to find out on Thursday’s Pubcon Pro session with Google’s Developer Advocate, Ben Morss. In his session, Ben outlined the current state of Google AMP, why marketers should care, and how it can work along with PWAs (progressive web apps) to deliver a seamless, fast and immersive experience.

Below are four top takeaways from Ben’s session:

 1. Speed = Money
There are real world consequences for bad user experience on your website. Some of the stats Ben included to illustrate exactly how include:

  • 53% of users abandon a site if it takes longer than 3 seconds to load according to a Doubleclick study of Google Analytics Data.

4 Reasons to Get AMP’d Up About Google AMP with Google’s Ben Morss
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Tiffani Allen

Reduce Friction, Increase Loyalty: Key Insights from Roger Dooley at #Pubcon Pro

Tiffani Allen     Conversion Optimization, Pubcon

Did you know, only 5% of our brain’s decision making is conscious? Leaving 95% for decisions made on a nonconscious level. As marketers, charged with increasing the quality and quantity of conversions (i.e. decisions), how do we address the 95%?

Roger Dooley, speaker and author of Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing, the popular blog Neuromarketing, and Brainy Marketing at Forbes, addressed this in his session at Pubcon pro.

Here are the top three takeaways to help you increase your conversions without much more than common sense — and a little user data.

1. Friction changes behavior
Momentum is what causes us to keep moving, like sliding down a slide. Friction is what stops us from completing that motion. When it comes to your digital properties, like your website, you likely have specific actions you want prospects and visitors to take.


Reduce Friction, Increase Loyalty: Key Insights from Roger Dooley at #Pubcon Pro
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Tiffani Allen

5 Secrets for Growing Influence in Marketing: Key Takeaways from Lee Odden at #Pubcon Pro

Tiffani Allen     Content Marketing, Pubcon

Lee Odden speaking at Pubcon Pro Las Vegas 2018 Photo by Lane R. Ellis

Research has shown: consumers don’t trust the companies they buy from. They don’t trust ads. And they definitely don’t trust marketers.  Trust in marketing is on a decline – between internal stakeholders and customers. In fact, according to a study by Fournaise Group, 80% of CEOs simply don’t trust marketers at all.

Trust is the gateway to influence.

Influence plays a major role in the marketing that moves customers to make purchases. That’s why Lee Odden (our fearless leader and CEO of TopRank Marketing) is challenging marketers to take a step back from the day-to-day of marketing and recognize the trend of reduced trust and influence in marketing.

Marketing Influence Pubcon


5 Secrets for Growing Influence in Marketing: Key Takeaways from Lee Odden at #Pubcon Pro
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Tiffani Allen

Joe Pulizzi Shares What it Takes to be a Content Brand at #Pubcon Pro

Tiffani Allen     Content Marketing, Pubcon

Joe Pulizzi at Pubcon 2018 Photo by Lane R. Ellis

When it comes to any trade, the best practice is to learn from the best. So, who better to learn about content marketing from than Joe Pulizzi — the Founder of Content Marketing Institute — when it comes to turning your content into revenue?

Joe’s keynote presentation at Pubcon Pro in Las Vegas today focused on becoming a content brand and all that it entails.

Nine Content Brand Takeaways from the Godfather of Content Marketing:

1. Find a niche where you can be the leading expert in the world

This is what Joe calls ‘The Sweet Spot.’ It’s located at the intersection between knowledge or a skill area that you have and your key customer’s pain point. He used the example of John Deere, where they created content around agriculture and technology specifically for farmer’s trying to improve their operation.


Joe Pulizzi Shares What it Takes to be a Content Brand at #Pubcon Pro
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Tiffani Allen

Top Marketing News: Content Marketing Trends, Google Checks Your Speed & YouTube Live-Streaming Updates

Tiffani Allen     Online Marketing News

Content Trends 2018: BuzzSumo Research Report
A new report for BuzzSumo shows that social sharing is down 50% year-over-year, LinkedIn is becoming a leader in social engagement and more. BuzzSumo

YouTube Adds New Live-Streaming Tools, Including Monetization Options. Social Media Today
YouTube recently added automatic english language subtitles for live-streaming videos, along with the ability to replay live-streamed videos and chat simultaneously and more.  Social Media Today

Google Releases Mobile Scorecard & Impact Calculator Tools To Illustrate Importance Of Mobile Page Speed
Google continues to reinforce the importance of mobile page speed. The search engine recently released tools to help website admins and marketers alike better understand why speed matters on mobile.  Search Engine Land


Top Marketing News: Content Marketing Trends, Google Checks Your Speed & YouTube Live-Streaming Updates
Tiffani Allen

Top Marketing News: Facebook Tests ‘Downvotes,’ Internet Rages at Google, Pandora Takes Aim

Tiffani Allen     Online Marketing News

Six Essential Email Marketing Tips [Infographic]
Looking for email marketing success? This six tips can help you — and your emails — reach the right target. MarketingProfs

Google Brings the Popular Stories Format to AMP: Is It Worth Using?
Google announced a new story format for AMP (Accelerated Mobile Pages) this week. Google describes the new shiny thing as “a visual driven format for evolving news consumption on mobile.” Econsultancy

Internet Rages After Google Removes ‘View Image’ Button, Bowing to Getty
Google removed the “view image” button this week in response to a recent lawsuit from Getty. This move has enraged the internet, but was done with hopes to encourage clicks through to the image’s hosting website. Ars Technica


Top Marketing News: Facebook Tests ‘Downvotes,’ Internet Rages at Google, Pandora Takes Aim
Tiffani Allen

Digital Marketing News: Alignment Challenges, Instagram’s ‘Collection’ & Amp for Email

Tiffani Allen     Online Marketing News

The Top Three Reasons Sales and Marketing Alignment Is Off [Infographic]
Communication, broken processes and disconnected metrics are the top three reasons that sales and marketing alignment is off. Is it an issue of focus, priorities, or something else? MarketingProfs

Instagram Gives Brands New Way to Sell In ‘Collection’ Ads
Instagram launched “collection” ads, which allow users to shop and purchase directly through the Instagram platform. AdAge

Google Announces Amp For Email – Delivering Accelerated Mobile Pages Experiences To Your Inbox
The new spec is available today through the Gmail Developer Preview, with support in Gmail slated for later this year. MarketingLand

Instagram Tests Its Version Of The Retweet But Thru Stories
Instagram has begun testing a new feature that would allow users to share public posts from other profiles to their own followers through the Stories feature. MarketingLand


Digital Marketing News: Alignment Challenges, Instagram’s ‘Collection’ & Amp for Email
Tiffani Allen

Digital Marketing News: Social Media Trends, What CMOs Search For & Mobile Ads Soar

Tiffani Allen     Online Marketing News

Social Media Trends to Put Into Practice in 2018 [Infographic]
What should social media marketers focus on in 2018? This infographic shows several trends, like social media ROI, mobile growth and trust. Social Media Today

Search, Paid And SEO, Rank Higher As CMOs Seek New Agency Partners
What do CMOs look for in agency partners? A new report shows that while advertising and direct marketing remain on the top of the list, SEO and SEM are moving to toward the top in leaps and bounds. MediaPost

Mobile Ads To Soar In 2018, Especially In Local Media
MediaPost reports: “Social media ad revenue from mobile (not including tablets) now represents just over 70% of total social ad spending – and will grow to 80% by 2022, per BIA/Kelsey.” MediaPost


Digital Marketing News: Social Media Trends, What CMOs Search For & Mobile Ads Soar
Tiffani Allen

Digital Marketing News: What Marketers Think about AI, Autonomous Stores & GSC Adds Data

Tiffani Allen     Online Marketing News

Infographic: What Marketers Really Think About Artificial Intelligence
A new infographic shows 47% of marketers consider artificial intelligence (AI) to be over-hyped. In addition, 43% of marketers believe vendors overpromise and underdeliver when it comes to AI. AdWeek

Can Autonomous Stores Catch On?
Brick-and-mortar stores are testing out an automation model, functionally converting their stores to vending machines. These may increase convenience and service levels for some customers, but many remain doubtful that this will take off in a big way. MarTech Today

Google Search Console Adds 16 Months of Data
Can I get a heck yes?! Google has confirmed that Google Search Console will now be able to show 16 months of data versus the typical 90 days. This is currently available in their beta version for some users, with a larger rollout pending. The SEM Post


Digital Marketing News: What Marketers Think about AI, Autonomous Stores & GSC Adds Data