Anne Leuman

How Customer-Centric FAQ Pages Can Improve Content Marketing Results

Anne Leuman on Oct 3rd, 2018 Content Marketing

Your prospects and customers have questions. And it’s your job as a content marketer to answer them. That’s why you’re continuously turning out content to inform, engage, and inspire action throughout the buyer journey.

But wouldn’t it be great if you could answer many of those burning questions in one convenient, easy-to-use resource?

It would. And it exists. It’s an early-internet favorite that’s not super top-of-mind these days: The FAQ page.

FAQ pages have been around since before search engines, but the question is: Are you making the most of this often forgotten resource?

Rather than an afterthought, FAQ pages can become a robust piece of content that directly serves the interests of your prospects and customers, helping accelerate the success of your overall content marketing program. Here’s how you can make sure that your FAQ has “best answer” content that helps inform customers and prospects and move them along the buyer journey.

How Customer-Centric FAQ Pages Can Improve Content Marketing Results

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Why Marketers Are Disenchanted with SEO

Anne Leuman on Sep 19th, 2018 Content Marketing, 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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The Foundation of Effective PPC: Quality, Relevant, Best-Answer Content

Anne Leuman on Sep 4th, 2018 Content Marketing, Digital Advertising

While digital advertising has been a valuable and important content marketing tactic for some time, in the age of “content shock,” near-constant algorithm tweaks, and voice search—it’s taking on a more pivotal role in many content marketing strategies. In fact, Nielsen’s inaugural CMO Report 2018 found that 82% of marketers expect to increase their digital media spend as a percentage of their total advertising budget in the next 12 months.

No doubt, paid search is on the digital spend list. It’s a tried and true method, helping brands secure visibility and compete in a crowded space. And in theory, upping your search investment can help you secure top ad placements across a variety of keywords and queries, exposing you to more searchers and, ultimately, generating traffic that will help you reach your marketing and sales goals, right?

The Foundation of Effective PPC: Quality, Relevant, Best-Answer Content

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Content Marketing World 2018: What We’re Most Excited About

Anne Leuman on Aug 22nd, 2018 Content Marketing, Content Marketing World, Online Marketing

Every year, close to 4,000 marketers from across the globe make a pilgrimage to Cleveland, OH for the annual Content Marketing World extravaganza — the largest content marketing conference in the world. And this year will be no different.

We’ve been attending CMWorld since the inaugural event back in 2011 — and we still get butterflies each and every year. The week’s schedule is filled to the brim with sessions and workshops from the industry’s leading marketers and experts, making it impossible not to look forward to what the conference has in store.

But with so many great speakers and a packed schedule, which sessions are a must-see? As CMWorld veterans, we want to help you plan ahead and get a front-row seat to the sessions that help you reach your marketing goals. Check out our list of can’t-miss sessions and things we’re excited for down below.

Content Marketing World 2018: What We’re Most Excited About

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The Latest Evolution of Facebook: The Marketing Low-Down on 5 Recent Changes

Anne Leuman on Aug 15th, 2018 Facebook, Online Marketing

From the Russian ad debacle to the Cambridge Analytica scandal to suffering a major stock price blow just a few short weeks ago, Facebook has been making less-than-stellar headlines the past few months. Users are concerned about their privacy and how their data is being used—and brands and marketers are wondering whether the platform will continue to be a viable advertising and engagement platform.

In an attempt to rebuild trust, ensure better data protection and transparency, the social network is doubling down, again, on their commitment to improving the user experience and creating a fun, respectful community.

The Latest Evolution of Facebook: The Marketing Low-Down on 5 Recent Changes

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Google Game Changers: 5 Recent Updates and How They Affect Marketers

Anne Leuman on Jul 25th, 2018 Google, Search Marketing, SEO

Since the inception and rise of digital marketing, marketers have been keeping a watchful eye on Google — the ruler of the kingdom of search.

From research project to technology giant, over the last two decades Google has cemented itself as the dominating force in internet search. And while there are other rising contenders in the space, as of June 2018, Google owned 72.21% of all desktop searches. And the domination continues if you look at mobile, with Google owning a whopping 90.20% of searches.

Of course, Google’s market (and marketing) domination isn’t because of their speed to market in the late 90s, but rather the company’s dedication and investment in evolving the platform. And some of the latest evolutionary tweaks and new features are hitting soon — or have just recently arrived.

Google Game Changers: 5 Recent Updates and How They Affect Marketers

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5 Powerful Types (And Examples) of Link-Worthy Content

Anne Leuman on Jun 25th, 2018 Content Marketing, Link Building, Search Marketing, SEO

Since the inception of the search engine, marketers have spent an obscene amount of time optimizing their content and strategy for search. And while the old days of keyword stuffing and other black-hat SEO tactics are behind (most marketers), there’s two constants that remain the same for driving organic search results: The importance of good content and getting credible links to that good content.

In fact, Google’s former Search Quality Senior Strategist and current Partner Development Manager, Andre Lippattsev, made it official in a recent interview stating that content and backlinks were the top two ranking factors in Google’s elusive algorithm.

As a result, there’s little doubt that we marketers must create something irresistible for searchers and search engines if we want to score good results.

5 Powerful Types (And Examples) of Link-Worthy Content

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How to Select the Right Type of Video for Your B2B Marketing Goals

Anne Leuman on Jun 6th, 2018 B2B Marketing, Content Marketing, Video

Mugatu is onto something …

According Content Marketing Institute’s 2018 B2B Content Marketing Report, 72% of B2B marketers use pre-produced video content, 17% use video live-streams, and 4% create documentaries or short films. Combined, this makes video one of the hottest types of content among B2B marketers.

And it’s not without results, either. Video marketing boasts some impressive stats, including:

Marketers who use video grow revenue 49% faster than non-video users. – Aberdeen Group
Video drives a 157% increase in organic traffic from SERPs. – Brightcove
Embedding videos in landing pages can increase conversion rates by 80%. – Eyeview Digital
Social video generates 1,200% more shares than text and images combined – Brightcove

How to Select the Right Type of Video for Your B2B Marketing Goals

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How to Inform Your Content Strategy Using SEO Insights

Anne Leuman on May 30th, 2018 B2B Marketing, Content Marketing

Marketers know that quality content and smart SEO are essential for driving toward their marketing goals, but that doesn’t mean success is easy to come by. With 53% of B2B marketers reporting their content marketing is only moderately successful, and another 23% reporting it as not at all or minimally successful, it appears that the majority of B2B marketers are struggling to see noteworthy results.

So, how can marketers improve their content marketing and achieve success?

The answer is in the data. More specifically, it’s in the insights you can glean from your data, especially SEO-related data.

Every marketer has access to this data. And it’s time to take that data, analyze it, and use it to inform your content strategy to create customized, relevant, and insightful content that is more valuable to your target audience. But knowing where to start on your data-informed and insight-driven content marketing journey isn’t always clear.

How to Inform Your Content Strategy Using SEO Insights

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5 Reasons Why B2B Content Marketing Works & 5 Reasons It Doesn’t

Anne Leuman on May 9th, 2018 B2B Marketing, Content Marketing

It’s no secret that content marketing is a widely adopted tactic. In fact, over 90% of B2B Marketers say they’re using it to reach their larger business goals, according to the Content Marketing Institute’s 2018 B2B Content Marketing Report. However, just 24% of B2B marketers rate their content marketing as extremely or very successful.

Why is content marketing working extremely well for some marketers, but not for others? What makes content marketing so effective, and what holds (your content marketing efforts) back?

Well, let’s talk all about it. Content is at the center of everything we do here at TopRank Marketing. And below we dive into some of the key reasons why content marketing efforts succeed or fall short. Hopefully, this insight can help you level up your own content marketing strategy in a way that amplifies your results.

5 Reasons Why B2B Content Marketing Works & 5 Reasons It Doesn’t

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Camera Shy: 7 Tips for First-Time Video Marketers

Anne Leuman on Apr 30th, 2018 Content Marketing, Video, Visual Marketing

Video isn’t for the faint of heart. You need to feel confident enough to put yourself, and your brand, out there. But it’s a medium that a lot of marketers are exploring as it holds a lot of potential.

In fact, Cisco’s Visual Networking Index predicts that 82% of all internet traffic will be video by 2021. Video is a main source of content consumption, including everything from the news to YouTube tutorials. And as marketers looking to demonstrate thought leadership and credibility, video presents a unique opportunity to get in front of and educate your target audience. However, 64% of marketers agree that video is the hardest type of content to produce, turning many people away from embracing video.

Camera Shy: 7 Tips for First-Time Video Marketers

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