Lane Ellis

Lane Ellis

Digital Marketing News: Google’s Branded Search Reporting, Bing Connects With LinkedIn, & Facebook’s New Ad Dashboard

Lane Ellis on Oct 26th, 2018     Online Marketing News

2018 October 26 SEMrush News Image

23 Metrics to Measure Content Marketing Success [Infographic]
SEMrush takes a look at nearly two dozen metrics for measuring success in content marketing, by way of a new infographic looking at engagement and other factors. Social Media Today

Google My Business Insights adds branded search reporting
Google has added new features to its Google My Business Insights dashboard, allowing more robust analytics filtering, among other additions. Search Engine Land

Facebook Launches New Dashboard to Better Track Facebook Ad Performance
Facebook announced an update to its Attribution dashboard, with an array of feature additions aimed at making it easier to track ad performance. Leaving beta status, the new reports offer a variety of customer journey insights. Social Media Today

Lane Ellis

5 Powerful Messaging Tactics For 2019 And Beyond From Marketing Experts

Lane Ellis on Oct 25th, 2018     Content Marketing

Powerful redwood tree forest image.

Welcome to the third installment in our multi-part “Collective Wisdom” series of content marketing strategy articles. In this Pubcon-themed episode, you’ll learn powerful methods for creating engaging and bookmark-worthy messaging, featuring insight from some of the world’s top digital marketers who spoke at Pubcon Pro Las Vegas 2018.

Previously in “How to Boost Your Content Marketing Efforts By Planning Ahead,” we looked at implementing a smart and robust content planning strategy, while “The Art Of Crafting More Powerful Content: 5 Top Tactics from the Experts” began exploring five of the most fundamental content creation methods.

Now it’s time to focus on five additional smart tactics for creating engaging and powerful messaging to help you create a successful content marketing campaign.

Lane Ellis

You Have 8 Seconds – GO! Brand Messaging Secrets With Debra Jasper at #Pubcon 2018

Lane Ellis on Oct 22nd, 2018     Content Marketing, Pubcon

Debra Jasper Pubcon Las Vegas 2018 Keynote Photo By Lane R. Ellis

Debra Jasper, founder of Mindset Digital, practices what she preaches when it comes to delivering engaging messages in eight seconds or less, as she demonstrated during an energetic mile-a-minute “You Have 8 Seconds – GO! “ Pubcon Pro Las Vegas 2018 keynote address.

Before Debra took the stage, Pubcon founder Brett Tabke told the audience how one of her previous keynotes holds the record as the conference’s highest-rated, and her latest presentation showed no sign of letting go of that title.

Walking The Walk With 367 Slides

Debra’s keynote explored how to effectively get your message out in a world where today’s professional has just an eight-second attention span, and she hit the ground running, flying through some 367 visually interesting slides, nearly all featuring motion or video.

Lane Ellis

Top Brand Personalization Secrets From Scott Monty at #Pubcon 2018

Lane Ellis on Oct 19th, 2018     Online Marketing, Online Marketing Strategy, Pubcon

Scott Monty Speaking at Pubcon Photo by Lane R. Ellis
Scott Monty brought his nuanced and precisely-paced neoclassical style of marketing to Pubcon Pro Las Vegas 2018, leading off with a Longfellow poem — a refreshing non-technical respite from the buzzwords otherwise pouring forth from most presenters at the tech-savvy conference, as he delivered a mainstage address about social media, trust, and personalization.

Scott, who was a classics major, began by noting that much of human nature is constant all around the world, with people holding the same shared motivations, including many great human truths behind what we do that still apply today — perhaps more than ever.

We’re faced with a huge trust deficit, however, as confidence among us in general has plummeted, which Scott sees as a primary gap to be filled.

Lane Ellis

Digital Marketing News: D&B’s New B2B Report, Facebook in 3D, & Google’s New Discover Feed

Lane Ellis on Oct 19th, 2018     Online Marketing News

2018 October 19 Marketing Profs Image

2019 B2B Content Marketing Benchmarks, Budgets, and Trends: A First Look at New Research
For the ninth year MarketingProfs and Content Marketing Institute have released a detailed B2B content marketing report, with plenty of relevant insight for digital marketers. MarketingProfs

The 6th Annual B2B Marketing Data Report
A newly-released Dun and Bradstreet survey looks at the state of B2B marketing, as the firm has done each of the past six years, offering a slew of insights for digital marketers. Dun and Bradstreet

Facebook rolls out 3D photos that use AI to simulate depth
Facebook recently began launching the ability of create 3D photos using artificial intelligence to create the illusion of depth, a new tool in the digital marketer’s belt. TechCrunch

Lane Ellis

How to Optimize Customer Experience with AI – Top Tips from Microsoft’s Purna Virji

Lane Ellis on Oct 18th, 2018     Digital Marketing, Pubcon

Microsoft's Purna Virji at Pubcon Las Vegas 2018 Photo by Lane R. Ellis

Purna Virji, senior manager of global engagement at Microsoft, has spoken at the Pubcon conference several times over the years, but the main stage presentation she gave yesterday in Las Vegas was her first time taking a deep look at the ever-evolving artificial intelligence landscape and how it can bolster customer experience.

“When it comes to optimizing the customer experience, design for conversation from the start. Remember, the most important thing for the user is convenience,” Purna recently told our CEO Lee Odden in his Pubcon preview highlighting nine top speakers at the event.

Is Voice Search Living Up To The Hype?

Purna began by asking the gathered audience whether they thought that voice search was generally overrated and not living up to all the hype it has increasingly attracted as more AI-assisted devices are in our homes, cars, offices, and lives in general.

Lane Ellis

The Art Of Crafting More Powerful Content: 5 Top Tactics from the Experts

Lane Ellis on Oct 16th, 2018     Content Marketing

Craftsperson working and creating.

Welcome to the second piece in our new multi-part “Collective Wisdom” series of content marketing strategy articles, where you’ll learn proven methods taking you from the beginning of the content planning cycle to its final post-publication conclusion, and featuring insight from some of the world’s most respected and successful digital marketers.

Previously in “How to Boost Your Content Marketing Efforts By Planning Ahead,” we looked at implementing a smart and robust content planning strategy. Now it’s time to take a look at the intrinsically important content creation stage of any successful content marketing campaign.

Crafting Powerful Content

As we’ll explore, skillfully crafting content is one of the most important steps on a successful content marketing journey. After all, content is the centerpiece you present to the digital world — so let’s examine some of the strongest tactics to incorporate in your next campaign.

Lane Ellis

Digital Marketing News: Google Shutters Plus, B2B Chatbots, Facebook’s Shiny New Pixel, & the Voice Search Bonanza

Lane Ellis on Oct 12th, 2018     Online Marketing News

2018 October 12 News Adode Image

Google+ for G Suite lives on and gets new features
Despite Google shutting down Google+ after an API glitch allowed access to user data, its business version lives on and has even bene given new features. TechCrunch

Marketers struggle to keep up with content creation demand for their personalization efforts
New Adobe survey data shows the content scaling challenges digital marketers are increasingly facing as demand for content creation and personalization has risen. Marketing Land

Should You Entrust Chatbots With B2B Customer Communication?
With some predicting that by 2020 85 percent of customer interactions will be with chatbots, Forbes takes a look at their expanding role in B2B communications. Forbes

Lane Ellis

Prepping for #Pubcon Pro Las Vegas 2018: 11 Presentations We’re Looking Forward to Most

Lane Ellis on Oct 11th, 2018     Marketing PR Conferences, Pubcon

Pubcon Pro

Pubcon Pro Las Vegas 2018 — the search marketing industry’s longest-running conference under the same name — will soon be upon us, and TopRank Marketing will be there speaking and giving you a diverse selection of live-blogging and social media coverage throughout the October 17 – 18 event.

Our chief executive Lee Odden will be a featured main-stage speaker on Wednesday, October 17 from 3:55 – 4:50 p.m., while senior account manager Tiffani Allen and I will be covering the event by liveblogging sessions and sharing useful tips through our social networks.

You can read all about Lee’s much-anticipated presentation in our “Learn to Grow Influence and Trust in Marketing with Lee Odden at #Pubcon Pro 2018” piece, and then dig in and get the inside scoop on 10 of the top speakers who’ll be presenting at Pubcon, in Lee’s “Stop Gambling with Your Marketing and Go Pro with Tips from Ten Pubcon Pro Speakers” conference preview and guide.

Lane Ellis

Digital Marketing News: Search & Social’s Strong Ad Growth, Facebook’s Breach Fallout, & Reddit Tops 1B Native Video Views

Lane Ellis on Oct 5th, 2018     Online Marketing News

2018 October 5 News Image

Social and Search Forecast to Contribute Two-Thirds of Global Ad Growth Through 2020
By 2020 search and social are expected to account for 66 percent of global ad spend growth, according to new research data by Zenith. Video ad spend growth has also surpassed that of static images. Spending for online video ads is forecast to grow annually by 18 percent, while that of social media looks to grow by 16% annually. MarketingCharts

Reaction: Facebook advertisers on alert as network breach exposes 50m user accounts
In the wake of Facebook’s recent revelation of a security breach that exposed some 50 million user accounts, advertisers have reexamined their advertising with the social media giant, and some have pulled the plug entirely, at least temporarily, including Mozilla and Sonos. The Drum

Lane Ellis

Digital Marketing News: Adobe’s $4.75B Marketo Buy, Google’s 20th Anniversary Neural Matching, & Facebook Lets Pages Join Groups

Lane Ellis on Sep 28th, 2018     Online Marketing News

2018 September 28 News Word of Mouth Image

Adobe’s $4.75 Billion Purchase of Marketo Will Boost Its Ability to Compete With Salesforce
In its biggest purchase ever, Adobe has acquired Marketo, shoring up its B2B footprint and giving a vote of confidence to the marketing technology industry. AdWeek

Google Begins Using Neural Matching to Understand Synonyms, Impacting 30% of Queries
For its twentieth anniversary, Google has rolled out an array of new features, including neural matching artificial intelligence, mobile updates, and search changes including Activity Cards, announced at the company’s two-decade celebratory event. Search Engine Journal

Facebook Will Now Allow Pages to Join Facebook Groups
Facebook has allowed certain Pages to join, comment on, and otherwise interact with Groups, a new test that could lead to filling a need expressed by some digital marketers. Social Media Today

Lane Ellis

How to Boost Your Content Marketing Efforts By Planning Ahead

Lane Ellis on Sep 25th, 2018     Content Marketing

Collective Wisdom Series Part 1 Planning Ahead Chess Image

They say two heads are better than one, but we say the more the merrier — especially when it comes to bringing you actionable tips and insights to fuel your digital marketing efforts.

That’s why we’re proud to announce our “Collective Wisdom” series. Throughout the series, we’ll be bringing you insights, tips, and perspectives from some of the top marketing minds to help guide your content marketing strategy. With each entry, you’ll quickly learn proven methods, taking you from the very beginning of the content planning cycle to post-publication amplification and optimization.

Where should we start? At the beginning, of course.

In this piece, we explore the crucial planning stage that essential for content marketing success.