Nick Nelson

Nick Nelson

The Future of Connection on Facebook: How Stories May Change the Marketing Game

Nick Nelson on Jul 18th, 2018     Facebook, Social Media

How Facebook Stories Will Change Social Media Marketing

“You have part of my attention – you have the minimum amount.”

This scathing remark, delivered by actor Jesse Eisenberg while portraying Mark Zuckerberg amidst a heated deposition in the 2010 film The Social Network, has a certain pertinence today with regards to the company Zuckerberg founded back in 2004.

As Facebook’s news feed algorithm becomes increasingly restricting for brands and publishers, many of us are finding it difficult to capture even the minimum amount of our audience’s attention on the platform.

The search for elusive reach on the world’s largest social media channel has led some marketers to explore Facebook Groups as a way to stay visible with users. But it appears the more critical frontier may be Facebook Stories, a feature that is rapidly on the rise and — according to the company’s own top execs — represents the future of connection on Facebook.


The Future of Connection on Facebook: How Stories May Change the Marketing Game
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Nick Nelson

The Power of Social Media Polls: The Drill-Down on 3 Platforms + 5 General Best Practices

Nick Nelson on Jul 9th, 2018     Social Media

The Power of Social Media Polls for Marketing

Let’s take a trip down memory lane, all the way back to 2007.

The world was a different place. Rihanna’s “Umbrella” (ella, ella) dominated the Billboard Charts. Scorsese’s masterpiece The Departed won Best Picture. Facebook was only a year removed from opening its membership to the general public, and Twitter was a fledgling startup, still looking to gain traction.

But even then, online polls were already emerging as an intriguing tool for digital marketers. On this blog, TopRank Marketing CEO Lee Odden penned a post about the relatively nascent tactic, which could be utilized through a modest WordPress plugin.

“If you want to know what your users are thinking,” Lee wrote. “Just ask them.”


The Power of Social Media Polls: The Drill-Down on 3 Platforms + 5 General Best Practices
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Nick Nelson

Becoming a Better Marketer by Embracing Your Passions Outside the Office

Nick Nelson on Jul 4th, 2018     B2B Marketing, B2C Marketing, Digital Marketing

How Our After-Hours Passions Elevate Us as Marketers

In the first post I ever wrote for the TopRank Marketing Blog, I reflected on the marketing lessons I’d picked up through my baseball blogging hobby. Helping build an online community at Twins Daily has instilled many important fundamentals that, I feel, make me better at my day job.

I’m always fascinated by this interplay. We spend so much of our time each week alongside our coworkers, but are often unaware of the interests and side hustles that drive them outside of the office. Those very passions can be such integral parts of who we are and how we operate.

More recently, this has been a topic of focus for our friends at LinkedIn*. In April, Jason Miller wrote a piece about following your dreams while staying committed to your career, and in June, Sean Callahan profiled a LinkedIn marketer who moonlights as a DJ.


Becoming a Better Marketer by Embracing Your Passions Outside the Office
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Nick Nelson

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

Nick Nelson on Jun 27th, 2018     Content Marketing, Content Marketing World

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
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Nick Nelson

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

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?
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Nick Nelson

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

Nick Nelson     B2B Marketing, Content Marketing

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
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Nick Nelson

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

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
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Nick Nelson

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

Nick Nelson     B2B Marketing, B2C Marketing, Content Marketing

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!
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Nick Nelson

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

Nick Nelson     B2B Marketing, Digital Marketing, Integrated 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
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Nick Nelson

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

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
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Nick Nelson

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

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
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Nick Nelson

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

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
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