B2B Marketing Blog - TopRank®

B2B Marketing views, news and interviews.

Nick Nelson

CMWorld Interview: Path to 1M Monthly Readers Has No Shortcuts, Says J.P. Medved

In her introduction to The Ultimate Guide to Conquering Content Marketing, Content Marketing Institute’s Cathy McPhillips draws several commonalities between content marketing and video games: the interactivity, the trial-and-error learnings, the camradery.

But, while many marketers have their own personal “cheat codes” that help them gain an edge, there are no true hacks in content. Certain video games allow you to tap in a series of commands and gain invincibility, or jump ahead to the next level. Content marketers, however, cannot magically produce an audience or monetization out of thin air.

As the Content Director for Capterra, and also an avowed lover of gaming, J.P. Medved understands this reality. His company’s industry-specific blogs have grown to 1 million monthly readers, and it wasn’t because of any secret elixir.


CMWorld Interview: Path to 1M Monthly Readers Has No Shortcuts, Says J.P. Medved

The Question on Many Marketers’ Minds: Should My Brand Start a Facebook Group?

Nick Nelson
Nick Nelson
Facebook, Social Media

Should My Brand Start a Facebook Group

Despite its recent bubble of controversy, marketers still view Facebook as the prime destination for social media marketing.

The newly released Sprout Social Index 2018 reaffirms this, with 97% of social marketers saying they use the platform.

However, while almost everyone is incorporating Facebook into their strategies, not so many express confidence that it’s making the desired impact. Last month’s 2018 Social Media Marketing Industry Report showed only 49% reporting a belief that their Facebook marketing is effective.

With algorithmic changes deprioritizing publisher content on Facebook feeds, and thus suppressing organic reach for brands, marketers are feeling the crunch. As I wrote here recently, “Facebook’s gargantuan active user base is impossible to ignore. We just need to get creative in finding ways to connect with people there.”


The Question on Many Marketers’ Minds: Should My Brand Start a Facebook Group?

Be Like Honest Abe: How Content Marketers Can Build Trust Through Storytelling

How to Build Trust Through Content Marketing Storytelling

Pardon me for telling the same old story once again …

Storytelling is a fundamental staple of content marketing.

This isn’t news. It has become a central talking point throughout the business world, and one we’ve discussed quite frequently here on the TopRank Marketing Blog.

Compelling narrative is impactful for fairly obvious reasons: it captivates a reader, keeps them engaged, and tends to leave a lasting impression. The psychological power of storytelling has endured from ancient times, and outweighs any new technology or tactic that comes along.

But one of the less-discussed benefits of storytelling might be among the most important in today’s context: it builds trust with your customers and prospects. Today, we’ll examine how this dynamic works and why every marketer should be on board.


Be Like Honest Abe: How Content Marketers Can Build Trust Through Storytelling

From Messenger Bots to the Growth of ‘Gram, Social Media Examiner’s Annual Report Reveals Trends to Watch

Nick Nelson
Nick Nelson
Social Media

2018 Social Media Marketing Trends from Social Media Examiner Report

Engagement is down. Trust is dwindling. And the most popular social media marketing platform is now riddled with uncertainty.

For marketers, the social space has never felt more daunting or perplexing. Luckily, Social Media Examiner recently released its 2018 Social Media Marketing Industry Report, the latest annual snapshot of where things currently stand in this critical frontier.

While the report doesn’t answer all our questions, it does offer some helpful clarity and context.

We’ve gone through Social Media Examiner’s in-depth report, which gathered input from more than 5,700 respondents, and distilled some of the most noteworthy nuggets for marketers to noodle on and insights on how you can improve your efforts.

Here’s what you need to know about the state of social media marketing in 2018.


From Messenger Bots to the Growth of ‘Gram, Social Media Examiner’s Annual Report Reveals Trends to Watch

Calling All Content Marketers: Sound Off in Our Content Marketing Planning Survey!

2018 Content Planning Survey

We’re all in this together.

Granted, it might not always feel that way. The current environment we operate in as marketers is a competitive one. But we do have the power to collectively drive our discipline forward, toward greater efficiency and productivity. This begins with sharing knowledge, and improving our understanding of the most prevalent challenges and obstacles being faced.

In this spirit, we’ve partnered with our clients and friends at DivvyHQ to whip up a new 2018 Content Planning Survey, and we’d love your input.

What’s Inside the Survey

The idea is to gather data from a wide range of marketers in efforts to form a clear and accurate picture of how today’s content teams operate and where the key opportunities lie.


Calling All Content Marketers: Sound Off in Our Content Marketing Planning Survey!

A Non-Agency Guy Reflects on His First Year at TopRank Marketing

TopRank Marketing Team

Liking where you work is not an optional luxury. At least it sure shouldn’t be.

Spending 40 hours of every week at a place you dread is a tough way to go through any stretch of life. I’ve been there and I’m sure many of you have as well — especially if you work in digital marketing, which can often be a fast-paced, demanding, and stressful field.

So last year, when I decided to pursue a new professional venture, finding the right culture fit was a huge priority for me. As I started exploring the possibility of joining the TopRank Marketing team, I had some reservations; not because of anything specific to the company, but because it’s an agency.


A Non-Agency Guy Reflects on His First Year at TopRank Marketing

In a World of Diminishing Trust, Data-Driven Marketers Can Turn the Tide

Nick Nelson
Nick Nelson
Digital Marketing

Trusting Hands

My first encounter with marketing data malpractice came at a young age. I wasn’t old enough to understand what was going on at the time, but my dad loves to tell the story. As I’ve gotten older, the humor and timeless relevance of this anecdote have struck me more and more.

It was the mid-90s. We received a piece of mail at our house addressed to Lucy Nelson. It was a credit card offer from one of the industry’s heavy hitters. Nothing out of the norm so far, right?

Here’s the problem: Lucy was no longer alive.

And the bigger problem: Lucy was not a human. She was our dog.


In a World of Diminishing Trust, Data-Driven Marketers Can Turn the Tide

5 Productivity Hacks to Bring Content Creation From Failing to Flying High

Nick Nelson
Nick Nelson
Content Marketing

Hot Air Balloons

Let’s just get this out of the way: I don’t know anything about hacking. I’ve never hacked anything in my life, unless you’re describing my golf swing, or you count using a Game Genie to cheat at Sega Genesis back in the early ‘90s.

In general, I find terms like “life hacks” and “growth hacking” to be… well, hackneyed.

But you know what? Blog titles that include “hacks” — or other strong and compelling descriptors such as “surprising” or “critical” — have a greater tendency to gain viral traction. Sometimes a simple data point like that can be the springboard you need to uncover inspiration.

Which brings us to the purpose of today’s post.


5 Productivity Hacks to Bring Content Creation From Failing to Flying High

Innovative Marketers Must Not Just Face, But Embrace, Their Fears

Nick Nelson
Nick Nelson
Digital Marketing

How can you confidently pour your heart and soul into a non-traditional marketing strategy, knowing it could either take flight or fizzle?

It’s a dilemma that outside-the-box marketers must wrestle with if they truly wish to innovate and transform their industry. The idea of experimenting with methods that haven’t been substantiated through successful practice is both exhilarating and terrifying.

When facing tight budgets, client expectations, and ROI demands, fear of failure often wins out. But to quote Seth Godin: “In a crowded marketplace, fitting in is a failure. In a busy marketplace, not standing out is the same as being invisible.”

The marketplace is now busier and more crowded than ever, so perhaps what we should really be afraid of is following the same established blueprint as everyone else.


Innovative Marketers Must Not Just Face, But Embrace, Their Fears

3 Unusual Content Marketing Approaches That Actually Work

My favorite brand on social media is Denny’s. The diner chain eschews pretty much every marketing convention, and that’s exactly why its efforts stand out so much.

The company’s online personality has been compared to that of a “chill teenager.” Its Twitter feed is filled with juvenile humor, rarely promoting the restaurant’s actual food in any serious way. I doubt many people find the image of a pancake in a shoe appetizing. The Denny’s Instagram page looks like some sort of bizarre avant garde art project.

None of this goes by the book. But Denny’s scores tremendous engagement on almost every social media channel, and has developed a cult following of sorts on the web thanks to its quirky content. This has proven to be a significant differentiator for their business.


3 Unusual Content Marketing Approaches That Actually Work

How B2B Brands are Getting Creative on Twitter with 280 Characters

Nick Nelson
Nick Nelson
Social Media, Twitter

Could you imagine pulling an Oreo cookie out of its sleeve to find four chocolate wafers and two layers of cream filling? Or taking home a six-pack of beer and somehow discovering 12 bottles crammed inside?

It’d be discombobulating to say the least, and that’s how many of us marketers are feeling about Twitter’s recent decision to double its character limit to 280. The 140-character tweet felt as natural and familiar as 10 organic listings on a search engine results page. Now, the game has changed completely.

Bigger isn’t always better, of course. If brands simply take this opportunity to double down on their promotional messaging or stack hashtags, it’s not going to create a better experience for users. The real opportunity, as our Caitlin Burgess explained last month when previewing the Twitter character expansion, “is to discover whether or not you can use that extra space to deliver more value and resonance to your audience.”


How B2B Brands are Getting Creative on Twitter with 280 Characters

Digital Marketing Tools & Tactics: What the Trends Tell Us

Nick Nelson
Nick Nelson
Digital Marketing

Digital Marketing Trends, Tools & TacticsAs the old saying goes: the more things change, the more they stay the same — a saying that certainly has resonance across the marketing industry right now.

As it stands, the top challenges many of us are facing in 2017 are, in essence, the same ones we’ve been battling for years. According to an expansive aggregation of digital marketing studies and reports from Getapp Lab, the industry’s top pain points include: lack of time, knowledge, and resources; difficulty converting leads into customers; and diminishing reach in an increasingly crowded digital environment.

The analysis offers a widescreen view of the current landscape for businesses, highlighting tactics that are leading the way, solutions being embraced to overcome prevalent hurdles, and emerging technologies that hint at the direction of the marketing industry for startups and enterprises alike.


Digital Marketing Tools & Tactics: What the Trends Tell Us

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