Anne Leuman

Everything Old Is New Again: Why & How to Refresh B2B Content

Anne Leuman on Apr 18th, 2019     B2B Marketing, Content Marketing

Why & How to Refresh B2B Content

Content creation—it’s the linchpin of our B2B content marketing strategies. And 56% of B2B content marketers have upped their investment in content creation over the past year—more than any other spending area.

Without a steady cadence of fresh, quality content we can’t proactively adapt to our audience’s changing needs nor consistently reach, inform, engage, entertain, or inspire action within them. And for most content marketers, this effort is often grounded in creating net-new content. But freshness is the eye of the beholder; quality content creation doesn’t have to be done from scratch.

Refreshing existing content is a massive opportunity, playing an integral role within your always-on content marketing strategy. It’s not only more efficient to produce, but when done strategically, it can also boost results, improve user experience, and extend the life and relevance of the content you’ve worked so hard to produce.

Nick Nelson

Trust Factors: How Best Answer Content Fuels Brand Credibility

Nick Nelson on Apr 16th, 2019     B2B Marketing

How Best Answer Content Builds Trust

Page one. Answer box. The top result. In the minds of marketers, these prime destinations have largely been associated with SEO success.

From the days of keyword-stuffing and algorithmic alignment to more nuanced modern approaches accounting for semantic voice commands, influencer integration, and search intent, edging competitors on that SERP has been a key source of aspiration. As it should be: heightened visibility on Google makes a big difference in terms of driving traffic.

But it’s a little short-sighted to think only about that first, fleeting interaction — the search, the discovery, the click. What about the deeper impact? As customer experience becomes a central focus for brands everywhere, we should be more considerate of what happens after a user clicks through that search result, and how it affects your brand.

Lane Ellis

LinkedIn’s List of 24 B2B Marketers You Need to Know

Lane Ellis on Apr 15th, 2019     B2B Marketing, Online Marketing, Social Media

LinkedIn’s 24 B2B Marketers You Need to Know

In honor of it’s fifth anniversary, LinkedIn has released a revamped edition of The Sophisticated Marketer’s Guide to LinkedIn. The eBook features a powerful array of digital marketing smarties, each who shared their insights and practical advice on how to get the most out of LinkedIn—from optimizing your profile to expanding your network.  The TopRank Marketing team was privileged to work with LinkedIn team to identify, engage, and gather fresh insights from these brightest marketing minds.

If you’re anywhere near the B2B marketing world, social selling or recruiting, getting to know LinkedIn is more essential today than ever. Why? Check out these statistics:

  • With over 610 million members in over 200 countries and territories, more than 1 out of every 3 professionals worldwide is on LinkedIn.
Lane Ellis

20 Podcasts To Elevate Your B2B Marketing

Lane Ellis on Apr 10th, 2019     B2B Marketing

Woman rock climber scaling roof over water and sky image.

Gaining insight, advice, and new perspectives from top B2B marketing industry leaders is an incredible way to help scale your marketing skills and efforts to new heights. And podcasts, which are exploding in availability and popularity, can be a fantastic medium for getting access to those talented and seasoned industry leaders.

From the emerging B2B marketing trends to heartfelt stories of life’s great successes and bitter failures, there is so much we can learn by listening to people who have persevered and thrived. And lucky for you, we’ve compiled 20 of the best podcasts for B2B marketers right here.

via GIPHY

Nick Nelson

How to Get It Done: Project Management Tips for Content Marketing Managers

Nick Nelson on Apr 9th, 2019     B2B Marketing, Content Marketing

When I was in high school, we had a science class project in which we were grouped into teams, and tasked with building a catapult. Whichever contraption could launch a tennis ball the farthest would win the contest.

We quickly learned that the hardest part wasn’t constructing the actual catapult. It was wrangling all the team members, divvying up assignments, and keeping a collective group of energetic teenagers on track. In hindsight, maybe that was the point.

Managing Content Marketing Projects and People

Content marketing managers deal with these types of responsibilities on a daily basis. There are so many roles and functions typically involved with a time bound content initiative that we often must act as project managers, facilitating collaboration and ensuring that everyone is in a position to succeed.

Lee Odden

The Future of B2B Content: Data-Informed, Interactive, and Influential

Lee Odden on Apr 8th, 2019     B2B Marketing, Content Marketing, Influencer Marketing

Future of B2B Content

Before starting on any new marketing initiative or trying a new tactic, B2B marketers need to answer and essential question: Why?

While most B2B marketers won’t admit it, many still practice some “spaghetti/wall marketing” wherein each year they throw new digital tactics “against the wall” to see what sticks without really knowing why a tactic would work for their audience over another.

This is not to say that you should slow down on innovating and trying new things. But it’s important for success to be strategic and test. I challenge marketers to do more research around customer insights and preferences so that any changes they make are driven by data and informed hypothesis—rather than simply trying new things just to see if they will work.

Caitlin Burgess

Q1’s a Wrap, B2B Marketers: Where We’ve Been & What’s Next in 2019

Caitlin Burgess on Apr 4th, 2019     B2B Marketing, Digital Marketing

Q1 Digital Marketing Recap

We made it, B2B marketers. Spring is finally in the air and Quarter 1 is officially a wrap. Take a moment to bask in your individual, team, and business successes—you earned it.

As is tradition, in just a few short months the digital marketing industry has experienced some newsworthy shifts—from a big Google algorithm update in March to a host of new targeting and advertising features across several platforms.

To build on the Q1 successes we just celebrated—and take full advantage of new opportunities—let’s take a look back at what 2019 has gifted us so far.

What’s new and worth paying attention to? What opportunities and challenges have arisen? And what do we all need to keep in mind as we move into and beyond Q2? Let’s dive in.

Anne Leuman

B2B Marketers, Are Your Content Marketing Efforts Sparking Joy for Your Audience?

Anne Leuman on Apr 3rd, 2019     B2B Marketing, Content Marketing

How to Spark Audience Joy with Your Content

Best-selling author, tidying expert, and star of a massively successful Netflix show, Marie Kondo, is really on to something. Her simple yet effective tidying method is brilliant, but what it stands for is what’s truly inspiring.

All over the world, people are asking themselves a simple yet powerful question: Does it spark joy?

via GIPHY

But be honest, B2B marketers: When’s the last time you stopped to consider whether your marketing efforts were sparking joy for your audience? (Was it before, during, or after you dropped your latest white paper?)

Joy is a powerful emotion—it signals happiness, triumph, and exuberance. And in a time where delivering amazing, personalized experiences to our buyers is the new bar, we need to commit to delighting our audience throughout their journey. When we do this, we not only give them what they want and need, but we can also build a stronger connection with our brands.

Alexis Hall

How B2B Marketers Can Strategically Test New Digital Marketing Tactics

Alexis Hall on Apr 2nd, 2019     B2B Marketing, Digital Marketing

How to Strategically Test New B2B Marketing Tactics

When it comes to testing new marketing tactics, B2B marketers often find themselves in one of two camps:

  1. Chasing the new, shiny object. (Their motto: Let’s innovate, innovate, innovate!)
  2. Maintaining the status quo. (Their motto: We don’t mess with what’s working.)

Whichever camp you currently find yourself in, chances are high that you’re intrigued by what the other has to offer. The chasers are fearless innovators who are eager to test any new platform, media type, or strategy—and the keepers of the status quo are methodical budget managers who have proven tactics and processes on lockdown.

However, we’d suggest finding a middle (camp)ground: Testing strategically. (Your motto: I test to add to my success.)

Nick Nelson

Hey Alexa: How Do I Bake Voice Search Into My B2B Marketing Strategy?

Nick Nelson on Apr 1st, 2019     B2B Marketing, SEO

Voice Search & B2B Marketing Strategy

Can you imagine if we actually talked to one another the same way we’ve historically talked to search engines? It would make for some awkward interactions.

“Minneapolis movie showtimes.”

“Um… come again?”

“Showtimes Captain Marvel 55441.”

“Are you –”

“Movie showtimes cheapest theater arcade games. I’m feeling lucky.”

“Sir, this is a Wendy’s.”

It’s only fitting I suppose that our adherence to Google’s robotic algorithms has, in turn, made us more robotic. Searchers became trained to speak in the engine’s keyword-driven language. Marketers crafted SEO strategies accordingly.

Today, the advent of voice search is making our conversations with search engines more… conversational. It’s not incidental that we activate this feature on our smartphones or voice assistants by addressing “Alexa” or “Siri” — this dynamic is very much intended to humanize the devices, which is a little creepy and dystopian if you think about it, but it’s best not to think about it.

Lane Ellis

Unconventional B2B Marketing: 5 Of The Most Woke Marketers

Lane Ellis on Mar 27th, 2019     B2B Marketing

Bearded punk man in glasses with purple hair image.

Five of the most unconventional marketers are infusing a punk rock ethos and energy into their marketing efforts—and B2B marketers and brands should take notice.

The examples we’ve lined up here skirt the marketing norms and represent unconventional marketers who shoot for the moon and win. Using wit, humor, bold actions, and tales of death-defying feats, lessons from these marketers may just inspire you to push beyond boring and into breathtaking territory.

With messaging and tactics that might seem more at home in the mosh pit than the corporate boardroom, these marketing revolutionaries are dead set on breaking free of boring by replacing stodgy campaigns or yawny white papers with marketing messages that would have made Joey Ramone wail a speedy “Hey! Ho! Let’s Go!” and “Gabba Gabba Hey!”

Caitlin Burgess

Once Upon a Time: Storytelling in Today’s B2B Content Marketing Landscape

Caitlin Burgess on Mar 20th, 2019     B2B Marketing, Content Marketing

Everything—no matter how innocuous or dated—had its use. It was a mantra he lived by. Born in 1946 to an Irish immigrant father and an American mother of French-Canadian descent, his parents’ coming of age was marked by the Great Depression plus decades of war.

Unsurprisingly, this meant that his parents, Pat and Stella, were more than practical when it came to purchases and investments. They were intentional. They were frugal. It was “waste not, want not.” And they never threw anything away—a way of life that he held on to long into adulthood.

But one day, Pat and Stella’s hoarding and his resulting belief that everything was useful, changed my life.