Anne Leuman

Anne Leuman

7 Efficiency-Boosting Martech Tools & Platform Features B2B Marketers Need to Consider

Anne Leuman     B2B Marketing, Content Marketing

Back in 2011, roughly 150 marketing technology solutions were on the market. Today, the growth of this sector and it’s options are staggering. In fact, according to Scott Brinker, the mastermind behind the Chief Marketing Technologist Blog, the martech landscape has grown an impressive 27% in 2018 to include nearly 7,000 solutions.

Of course, B2B  are rejoicing at the increased number of solutions at their disposal. Many have been steadily adding new tools and solutions to their martech stacks as the need arises to help streamline operations, automate the mundane, quickly gain new insights, track campaigns, and generate greater results.

In other words, these tools offer big efficiency gains, giving you the time, insights, or resources to make better marketing decisions.

Anne Leuman

The Key to SEO & Content Marketing Success: Understanding Search Intent

Tips for Understanding Search Intent

From changes in how people search thanks to technological innovations such as voice assistants, to changes in how search engine algorithms identify searcher needs, smart SEO is now rooted in understanding and matching the intent behind search queries.

When we marketers understand search intent, we can create new content and/or optimize existing content to be more tailored to their audience’s specific needs, problems, and questions—helping gain SERP visibility in the increasingly crowded content landscape, and attract more qualified traffic and build trust with those visitors (who will hopefully feel like you “get” them and their needs).

At TopRank Marketing, we call this SEO and content strategy striving to be the best answer for your audiences—wherever and whenever they’re searching. But where do you start?

Anne Leuman

How Data Insights Can Lead Your B2B Content Marketing Strategy

Anne Leuman     B2B Marketing, Content Marketing

Let Data Insights Lead Your Content Marketing Strategy

There’s little doubt among seasoned B2B content marketers that strategy is the key to success. In fact, according to the 2019 B2B Content Marketing Report produced by Content Marketing Institute (CMI) and MarketingProfs, the most successful content marketers (65%) are far more likely to have a documented strategy than their less successful peers (14%).

The kicker? That same report revealed that just 27% of B2B marketers say their content marketing efforts are very or extremely successful in achieving their organization’s desired results. The next largest chunk, 51%, say their content marketing is only “moderately effective.”

What’s causing the disconnect? The report points to content marketing maturity: The more sophisticated your content marketing efforts become, the more success you’re likely to have.

Anne Leuman

How Customer-Centric FAQ Pages Can Improve Content Marketing Results

Anne Leuman     Content Marketing

How FAQ Pages Drive Content Marketing Results

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 programHere’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.

Anne Leuman

Why Marketers Are Disenchanted with SEO

Anne Leuman     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.

Anne Leuman

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

Why Content is the Foundation of PPC

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?

Anne Leuman

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

Content Marketing World Sessions to Attend

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.

Anne Leuman

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

Anne Leuman     Facebook, Online Marketing

Latest Facebook Updates 2018

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.

Anne Leuman

Best Practices for Choosing Effective and Captivating Social Media Visuals

Anne Leuman     Social Media

Best Practices for Selecting Social Media Visuals

For both B2B and B2C brands, social media marketing has become an age-old tactic by now. And it’s no surprise. Despite working 8 hours a day and sleeping (hopefully) 8 hours, the average person still spends nearly two hours each day on social media, according to a study by Mediakix.

But the social media landscape is changing—alot. Organic reach on Facebook is declining with changes to the Newsfeed, some of which are still rolling out. Twitter is struggling to retain their active users. Instagram is experimenting with long-form video content. LinkedIn is also investing in more video.

Given these changes and regular updates, the best practices for each platform are constantly evolving. But what’s one thing that isn’t poised to change anytime soon? The importance of using eye-catching, compelling visual content to draw people in.

Anne Leuman

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

Anne Leuman     Google, Search Marketing, SEO

2018 Google Updates & What They Mean for Marketers

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.

Anne Leuman

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

How to Create Link-Worthy Content

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.

Anne Leuman

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

Anne Leuman     B2B Marketing, Content Marketing, Video

Types of B2B Video & When to Use Them

Mugatu is onto something …

Video Marketing is So Hot Meme

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