Anne Leuman

Anne Leuman

Digital Marketing News: More Facebook Stories Updates, CCPA Shakes Up the Ad Industry, GDPR Compliance in the U.S. & More

Anne Leuman on Oct 11th, 2019     Online Marketing News

Image Credit: Marketing Land

Facebook Unveils New CTA for Brand Stories
Facebook has been hot on the Stories train and shows no signs of stopping with their latest update. With their recent update to Stories, users can now send messages to brands and businesses directly from Stories ads. This change allows brands to drive more engagement with their target audience with an easier, softer CTA on the platform. Marketing Land

87% of Consumers Would Opt Out of Ad Targeting Thanks to the CCPA
The California Consumer Privacy Act (CCPA) is set to give consumers more control over their personal data starting Jan. 2020. To measure the potential impact the CCPA may have on the media and advertising industries, several studies are being conducted. The most recent studies from BritePool and Annenberg Research show that 87% of consumers would opt out of ad targeting when given the option through the CCPA, making it even harder for organizations to reach their target audience. Adweek

Anne Leuman

Get Your Priorities Straight: How to Prioritize to Optimize Your Marketing Workflow

Anne Leuman on Oct 2nd, 2019     B2B Marketing, Content Marketing

How to Prioritize to Optimize Your Marketing Workflow

Here’s what marketers look like when everything is a priority:

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And here’s what marketers look like when everything gets prioritized:

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I think you can all guess which scenario is more efficient, effective, and less stressful. 

Throughout my marketing career, I’ve taken on roles that have challenged me to be a jack of all trades as well as a specialist—yet every role has required the ability to identify, assess, and tackle the tasks at hand in a way that makes sense for my clients, organization, team, and myself. Simply put, every marketing practitioner and leader needs to be able to prioritize and deprioritize work to be lean, mean marketing machine that drives results.

Anne Leuman

4 Marketing Productivity Tips from Workfront’s Mike Riding #DSMPLS

Anne Leuman on Aug 15th, 2019     Digital Marketing, Digital Summit, Marketing & PR Industry

Mike Riding of Workfront at Digital Summit Minneapolis

Does work follow you home?  When was the last time you had a work week that was actually 40 hours? 

Marketers often feel pressed for time and overworked. In fact, according to recent Workfront research:

  • 64% say they’re being asked to come up with new ways of working
  • 58% are so swamped, they don’t have time to think beyond their daily tasks
  • 56% they’re completely overwhelmed. 

Mike Riding, Workfront’s Director of Digital Marketing, came to Digital Summit Minneapolis with the sole goal of helping marketers get more work done. While organizations typically turn to technology to solve the productivity problem, Mike offered four actionable, process-driven ways marketers can modernize their work and become more productive. 

Anne Leuman

The Future of Marketing As Seen By Randi Zuckerberg #DSMPLS

Anne Leuman on Aug 15th, 2019     Digital Marketing, Digital Summit, Marketing PR Conferences

Randi Zuckerberg Speaks at DSMPLS

“Technology is changing the way we do business.” 

Said everyone, ever. 

Marketers know technology is changing how we interact with our audience. But knowing it’s happening and doing something about it are two very different things. 

Randi Zuckerberg is no stranger to technology and its effects on business, daily life, and social structures. As the founder and CEO of her own media company, Zuckerberg Media, and a former marketing leader at Facebook, Randi has a unique vision for the future of marketing and how today’s marketers can adapt. 

Explore that future with her insights below from the floor of Digital Summit Minneapolis

We’re Afraid to Fail

We’ve been talking about the evolving state of marketing for years. But maybe we as marketers haven’t changed all that much. Why?

Anne Leuman

Cooked to Strategic Perfection: The Layers of a Deliciously Integrated Content Marketing Lasagna

Anne Leuman on Jul 29th, 2019     B2B Marketing, Content Marketing

Few things in this world are as delicious as a corner piece of lasagna. For starters, the top layer of cheese is both gooey and crispy. The tomato sauce is sweet yet peppery. The meat? It’s flavorful and hearty. And don’t get me started on the ricotta and mozzarella layers—my favorite by far.

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Lasagna is the perfect dish. And its perfection is not just defined by quality ingredients, but how each ingredient is artfully layered together to bring satisfaction with each and every bite. That’s where the magic happens.

Cooking a delectable lasagna to perfection is not unlike crafting an integrated approach to content marketing. On their own, your tactics may whet your audience’s appetite, but don’t pack the tasty punch of working together to make a lasting impact or drive savory results. Paid, SEO, content, social, influencer, design—all need to work in tandem to ensure your marketing objectives are met.

Anne Leuman

Standing Out From the Crowd: Insights From 12 Marketing Industry Leaders

Anne Leuman on Jul 15th, 2019     B2B Marketing, Content Marketing

Standing Out in the Crowd

It’s time for B2B content marketers to stand out. You know it. I know it. We all know it. 

But capturing attention in a crowded content room is hard to do, especially when content creation has seen the biggest uptick in spending among your fellow B2B content marketers. You can’t be subtle. You can’t be boring. But you also can’t be obnoxious; relevance and resonance are paramount. You have to accept and adapt to what your audience needs and wants at any given moment. It takes speed, flexibility, bold ideas, fearlessness, and more.

Where do you start? How about starting with a little inspiration and insight from industry leaders?

Below we have insights and advice from 12 marketing and customer experience leaders on how to stand out from the crowd and create content your audience can’t ignore. 

Anne Leuman

Making the Case for Video at Every Stage of the Buyer’s Journey

Anne Leuman on Jul 8th, 2019     B2B Marketing, Content Marketing, Video

Video Marketing Statistics for Each Stage of the Buyer's Journey

It’s been said before, but I’ll say it again: Video across the digital landscape is what buyers and consumers alike crave.

The average U.S. adult spends 5 hours and 57 minutes a day watching video. Compare that number to the average amount of time someone reads each day (16.8 minutes), and you’ll find that people watch videos over 21-times longer than reading text. Video informs, engages, and entices audiences, which means video can and should have a place within your B2B content marketing strategy.

But when and how should you leverage video? It’s not just a top-of-funnel tactic reserved for B2C brands. And here are the *stats that showcase it’s potential.

15 Video Marketing Statistics for Every Stage of the Buyer Journey

Attract

  1. 84% of marketers credit video with increasing traffic to their website. (3)
Anne Leuman

When Sparks Fly: The TopRank Marketing Team’s Firework Marketing Moments

Anne Leuman on Jul 4th, 2019     Digital Marketing

Firework Marketing Moments

Marketers are a passionate breed. Whether we’re crafting content, unearthing optimization opportunities, or digging into performance metrics to understand where we went right or wrong, we’re wide-eyed and determined.

Our work is a labor of love, and we’re often driven by special moments that spark awe, imagination, and a sense of accomplishment. Those moments that make us go “Boom!” Those moments where we can sit back for a few minutes and watch in wonder. I’m talking about those firework marketing moments.

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What moments light up the marketing skies for some of our team members? See what makes them go oh, ah, and cheer for an encore.

Our Firework Marketing Moments 

Ashley Zeckman

Senior Director of Digital Strategy

Anne Leuman

When & Why Net-New Content Creation Makes Sense—And When It Doesn’t

Anne Leuman on Jun 11th, 2019     B2B Marketing, Content Marketing

When New Content Creation Makes Sense

1996: The year content was named “king” in a burgeoning digital world.

2001: The year “content marketing” was officially coined and the modern content revolution began.

130 trillion and counting: The number of webpages currently indexed by Google.

One zillion infinities: The number of pieces of content you stand to create during your B2B content marketing career.

Zero: Perhaps the number of times you’ve asked yourself, “Do I really need to create a new piece of content?”

If the last one strikes a little too close to home, we’re not passing judgement — rather we’re reminding you that you don’t always have to start from scratch.

Anne Leuman

Side-Stepping the Summer Slump: 5 Tips for B2B Content Marketers

Anne Leuman on May 27th, 2019     B2B Marketing, Content Marketing

Marekting Tips for Avoiding the Summer Slump

Summer is coming.

For months we’ve been dreaming about barbecues, sun-filled vacations, long weekends at the lake, and the glorious start of summer office hours. It’s so close.

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But for B2B marketers, summertime often means distracted or out-of-office target audiences, prospects, and customers. We marketers may even sneak out of the office for a few days. And from dips in organic website traffic and social engagement to being short on internal resources while the sales team begs for more leads, the “summer slump” sets in.

The good news is that summer opportunities do exist for entertaining, nurturing, and strengthening connections with your audiences throughout the funnel, as well as help you test and refine your approach to finish out the year strong. Here are some tips worthy of consideration.

Anne Leuman

Digital Marketing News: Content Pet Peeves, Facebook’s New Look, Personalization With AI & More

Anne Leuman on May 10th, 2019     Online Marketing News

What’s Most Annoying About Brand Content? Consumers Weigh In

Adobe’s* 2019 Brand Content Survey asked 1,000 consumers what they found the most annoying in brand content. The results showed that wordy content or poorly written content takes the cake with 39% of the vote. It’s also important to note that lack of personalization and too much personalization are both annoying pain points for consumers. Adobe

Video Is the Fastest Growing Type of Content on LinkedIn and Starts the Most Conversations

LinkedIn* posted a new infographic this week sharing the most surprising statistics about the platform. For example, the number of messages sent on the platform has increased 35% year over year. Plus, millions of LinkedIn members have already created video on the platform, making it the fastest growing type of content on the site. Their statistics also show that video starts the most conversations, making it a great engagement tool. LinkedIn

Anne Leuman

The B2B Content Marketing Derby: When & Where to Place Strategic Bets

Anne Leuman on May 2nd, 2019     B2B Marketing, Content Marketing

When & Where to Place Smart B2B Content Marketing Bets

The Kentucky Derby has long been referred to as the fastest and most exciting two minutes in sports. And when it comes to your B2B content marketing efforts, getting your audience to sit on the edge of their seats, glued to your content for two whole minutes can be a major feat.

To generate Kentucky-Derby-like attention for your B2B brand, your content marketing strategy needs to leverage the right tactical mix for your audience, industry, product mix, and objectives. However, over the last decade, the content marketing field has become crowded and even convoluted with hopeful tactical and strategic champions. The field has evolved from traditional winners like blogging and eBooks to include a new breed of favorites like influencer marketing, interactive content, and more.