Content Marketing

Content marketing is the planning, creation, promotion and measurement of content for a specific audience and intended to inspire a business outcome. With over 90% of B2B and B2C marketers engaging in content marketing, it’s more important than ever to make sure your content stands out from the crowd.

 

As the only blog to be named #1 content marketing blog three times by Content Marketing Institute, TopRank is dedicated to helping marketers understand the opportunities, best practices and current trends in the world of content marketing.

 

Browse our content marketing articles to find tips, guides, expert interviews, conference liveblogging and best practices.

 

Lane Ellis

Spicy Twists and Tactics For Unique Content Promotion

Lane Ellis on Dec 6th, 2018     Content Marketing

A variety of spice powders on a cooking slate image.

Previously in our “Collective Wisdom” series, we’ve covered pre-planning for content marketing success, the art of crafting powerful content, enduring and often-overlooked content creation best practices, and how to use a number of tried and true content promotion tactics.

Now let’s dig into several spicy ways to take existing content promotion tactics and make them uniquely your own, including a smattering of flavorful insight from some of the best in the business when it comes to the art of promoting your content.

Innovate With Your Own Unique Promotion Twists & Tactics

Regardless of how many fine lists, guides, articles, or books you read about the art of promotion, if you don’t take the initiative to innovate and create something unique your marketing success will generally be limited.

Caitlin Burgess

TopRank Marketing’s Top 10 B2B Content Marketing Trends & Predictions for 2019

Caitlin Burgess on Dec 5th, 2018     B2B Marketing, Content Marketing

It’s that time of year, B2B marketers. As the holiday seasons kicks into high gear and the countdown to a new year accelerates, we all find ourselves looking into our figurative crystal balls to gauge what the new year will bring, and how we’ll improve ourselves and our content marketing strategies, capitalize on opportunities, and adapt or side-step new challenges as they come.

2018 was a big year for content marketers—from the implementation of new data privacy and security regulations like GDPR to the rise of promising new tools and technologies to enhance personalization, measurement, and data analyzation. And from our perspective, 2019 is on track to bring even bigger changes, presenting both opportunities and challenges for B2B marketers.

Nick Nelson

Flipping the B2B Marketing Script: 7 Brands That Talk to Consumers, Not Companies

Nick Nelson on Dec 4th, 2018     B2B Marketing, Content Marketing

Examples of B2B Brands Marketing to People

“It feels like I’m talking to a wall.”

This is the utterance you might hear from a person whose counterpart in a conversation is not particularly engaged. If you’ve been there, then you know it’s not a great feeling.

But one of the biggest issues in B2B content marketing is actually the reverse: people tend to feel like the brands marketing to them are the ones talking to walls – as in, speaking to them as if they were an intangible corporate entity rather than a human being.

For this reason, “business to business” can be a troubling misnomer. In this discipline, we’re not really marketing to businesses – buildings with walls and stairs and desks and chairs – but the people who inhabit those buildings.

Joshua Nite

Next-Gen Lead Gen: How to Refine Your Marketing to Get More B2B Leads

Joshua Nite on Dec 3rd, 2018     Content Marketing, Digital Marketing

How to Refine Your Marketing to Get More Leads

A few days ago, I was watching a 2005 episode of Doctor Who with my nine-year-old. He saw a strange artifact in a character’s hand. “What’s that thing?” he asked.

“An iPod,” I responded. “It’s like a smartphone, but it could only play music and had a black-and-white screen. No, no touchscreen. It held a LOT of music, though! Like hundreds of CDs! Okay, so a CD is…”

The point being: You kids need to get off my lawn.

Okay, the actual point being: Technology has changed fast in the past decade, and what used to be mind-blowing is now laughably obsolete. That’s doubly true in B2B marketing. We have the tools and tech to do amazing, iPhone-XS-Max-quality B2B lead generation.

Lane Ellis

Step Right Up! 8 Content Promotion Showstoppers For 2019

Lane Ellis on Nov 29th, 2018     Content Marketing

6 photo collage image.
Welcome to the fifth installment in our “Collective Wisdom” series of content marketing strategy articles. In this issue, we’ll dig into the multifaceted and sometimes daunting world of promoting content, featuring wisdom and examples from some of the world’s top digital marketers.

Previously we’ve covered pre-planning for content marketing success, the art of crafting powerful content, along with enduring and often-overlooked content creation best practices. Now it’s time to move on and tackle show-stopping content promotion.

Below we explore eight helpful tactics used by some of the best in the business when it comes to the art of promoting your content, with methods that will make your audience stop, look, and engage.

Showstopper 1: Unleash the Influencer Marketing Kraken

Kraken Sea Creature Image

Lee Odden

Three Ways Content Marketers Can Optimize Marketing Performance with Data

Lee Odden on Nov 26th, 2018     Content Marketing

Optimize Content Marketing with Data

In 1984, a person saw an average 2,000 ads/day. By 2014, they saw around 5,000. (Media Dynamics)

There’s some irony to the fact that it’s due to data and information overload that consumers face on a daily basis (63gb of media per day in the US according to USC/ICT) that data has become even more important for marketers.

Successful marketing today isn’t just about creating useful content that informs buyers, it must be even easier to find in all the right places and deliver both utility and experience. Without data insights about customer preferences, it’s very difficult to deliver on that.

Caitlin Burgess

6 Steps for Making Delicious Meals Out of Your Content Marketing Leftovers

Caitlin Burgess on Nov 21st, 2018     Content Marketing

How to Repurpose Content Marketing Leftovers

What’s the best part about Thanksgiving?

Sorry, that was rhetorical. Clearly, there’s only one correct answer and that is: Devouring reimagined leftovers for days to come.

Hot turkey sandwiches smothered in gravy. Fried stuffing bites drizzled with cranberry sauce. Turkey a la king. Turkey noodle soup. Turkey pot pie. Turkey … everything.

Do I need to go on?

via GIPHY

For content marketers, every day can be Thanksgiving.

You have no shortage of content ingredients on-hand—from tasty influencer tidbits to assets overflowing with insight and flavor. And with a dash of new content, a cup of creative planning, and a large dollop of strategy, you can repurpose “content leftovers” into deliciously satisfying meals for your audiences, all while reducing production time and boosting efficiency, and without sacrificing taste.

Nick Nelson

Tapping Key Takeaways from Recent Research on Fortune 500 Social Media Usage

Nick Nelson on Nov 20th, 2018     Content Marketing, Social Media

The State of Social Media Marketing for Fortune 500 Companies

Blogs are booming. Instagram interest is on the rise. Facebook is forever fashionable. And LinkedIn continues to lead the pack.

These all reflect trends found among Fortune 500 companies on social media, according to recent research from the University of Massachusetts Dartmouth’s Center for Marketing Research.

We scoured UMass Dartmouth’s research in search of key takeaways and surprising tidbits that would intrigue and inspire B2B and B2C brands large and small. Here’s what you need to know about how the world’s largest corporations are tackling social media, plus some helpful resources to help give your social media marketing efforts a boost.

Anne Leuman

How Data Insights Can Lead Your B2B Content Marketing Strategy

Anne Leuman on Nov 8th, 2018     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.

Lane Ellis

Don’t Blink: 3 Often-Overlooked Practices for Highly-Effective Content Creation

Lane Ellis on Nov 7th, 2018     Content Marketing

Green hedge row maze with hut.

Welcome to the fourth installment in our multi-part “Collective Wisdom” series of content marketing strategy articles.

In this episode, we’ll take a look at the value of specific strategy practices that are sometimes overlooked or underutilized when it comes to creating strong content, featuring insight and examples from some of the world’s best digital marketers.

We kicked off our series with the planning process in “How to Boost Your Content Marketing Efforts By Planning Ahead,” went forward with content creation in “The Art Of Crafting More Powerful Content: 5 Top Tactics from the Experts,” and then dug even deeper into messaging with “5 Powerful Messaging Tactics For 2019 And Beyond From Marketing Experts.”

Joshua Nite

5 Content Marketing Shortcuts That Cost You in the Long Run

Joshua Nite on Nov 6th, 2018     B2B Marketing, B2C Marketing, Content Marketing

Content Marketing Shortcuts to Avoid

You know what they call a shortcut that actually saves time?

The route.

That was the wisdom my dad gave me the first time we went hiking together. Sometimes when you look at the map, it looks like there’s a better path. But the route is the route for a reason. Chasing a shortcut feels like making progress — but it might not get you to the trail’s end.

Marketers dig shortcuts. Or, as we call them, “hacks.” It makes sense: We’re usually overworked, understaffed, and expected to work wonders. A content marketing hack promises to cut a straight line through a tedious process, increasing efficiency and boosting results.

Caitlin Burgess

6 Scary Good Tips to Take Your Content Marketing ‘Beyond the Grave’

Caitlin Burgess on Oct 31st, 2018     Content Marketing

Save Your Content Marketing Campaign from the Digital Graveyard

After conjuring all the budget, talent, and creativity you can muster, the moment you release your content marketing campaign into the digital wild is devilishly satisfying. All your hard work comes alive right before your very eyes, and that’s certainly cause for celebration.

via GIPHY

But after the campaign lives its best life, what will its fate be?

Oftentimes, all that spooktastic work is retired to the content marketing graveyard. However, with the right mix of will and witchcraft, your campaigns can be saved from the digital depths of darkness and be given new life.

How? Below we offer several frightfully fantastic tips to take your content marketing campaign well beyond the grave.