Tiffani Allen

5 Secrets for Growing Influence in Marketing: Key Takeaways from Lee Odden at #Pubcon Pro

Tiffani Allen     Content Marketing, Pubcon

Lee Odden speaking at Pubcon Pro Las Vegas 2018 Photo by Lane R. Ellis

Research has shown: consumers don’t trust the companies they buy from. They don’t trust ads. And they definitely don’t trust marketers.  Trust in marketing is on a decline – between internal stakeholders and customers. In fact, according to a study by Fournaise Group, 80% of CEOs simply don’t trust marketers at all.

Trust is the gateway to influence.

Influence plays a major role in the marketing that moves customers to make purchases. That’s why Lee Odden (our fearless leader and CEO of TopRank Marketing) is challenging marketers to take a step back from the day-to-day of marketing and recognize the trend of reduced trust and influence in marketing.

Marketing Influence Pubcon

Tiffani Allen

Joe Pulizzi Shares What it Takes to be a Content Brand at #Pubcon Pro

Tiffani Allen     Content Marketing, Pubcon

Joe Pulizzi at Pubcon 2018 Photo by Lane R. Ellis

When it comes to any trade, the best practice is to learn from the best. So, who better to learn about content marketing from than Joe Pulizzi — the Founder of Content Marketing Institute — when it comes to turning your content into revenue?

Joe’s keynote presentation at Pubcon Pro in Las Vegas today focused on becoming a content brand and all that it entails.

Nine Content Brand Takeaways from the Godfather of Content Marketing:

1. Find a niche where you can be the leading expert in the world

This is what Joe calls ‘The Sweet Spot.’ It’s located at the intersection between knowledge or a skill area that you have and your key customer’s pain point. He used the example of John Deere, where they created content around agriculture and technology specifically for farmer’s trying to improve their operation.

Lane Ellis

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

Lane Ellis     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.

Lee Odden

Stop Gambling with Your Marketing and Go Pro with Tips from Ten Pubcon Pro Speakers

Lee Odden     Digital Marketing, Pubcon

Pubcon Pro

In the fast paced world of search and digital marketing, what separates amateurs from professionals often comes down one simple distinction: marketing as a gamble or marketing as a planned, measured and iteratively optimized discipline.

There are far too many marketing campaigns being implemented simply because “that’s how we’ve always done it”, as a reaction to the competition and as a limitation of the in-house team tasked with execution. Professional marketers go beyond wishful thinking and hopes of “better luck next time”.

So, what does it mean to be a “professional”?

Being a professional in any industry represents a combination of characteristics including:

  • Specialized knowledge
  • Competency
  • Honesty and Integrity
  • AccountabilitySelf-Regulation

Marketing professionals represent these things and more:

  • Creativity
Ashley Zeckman

Game On: How to Power-Up Your Content Marketing Game with Insights From #CMWorld

Up, up, down, down, left, right, left, right.

If you’re a classic gamer, you’ll recognize the Konami Code used in popular games as a way to uncover gaming cheats or special effects. And if you attended Content Marketing World last week, you’ll recognize that sequence from trying to find your way through Huntington Convention Center to find your speaker sessions.

And even if you’re not a gamer and weren’t able to attend the conference this year, you’re in luck. The team at TopRank Marketing has compiled some top tips for powering up your event attendance and our coverage of stellar content marketing sessions from the biggest content marketing conference of the year.

Jane Bartel

Ashley Zeckman Dispels B2B Influencer Marketing Lies at CMWorld

Ashley Zeckman at CMWorld

It’s no wonder that Ashley Zeckman, Digital Strategy Director at TopRank Marketing, drew a crowd last week at Content Marketing World: she promised to debunk the prevalent myth that influencer marketing is best suited for B2C brands.

Content marketers, just like everybody else, see loads of influencers promoting consumer brands. So, why can’t some of us get over the notion that involving influencers in B2B campaigns isn’t a good fit?

Because, as Zeckman puts it, content marketing is difficult. As it stands today, only 50% of marketers believe they’re achieving their marketing goals (Smart Insights). In addition, 75% of blog posts get fewer than 10 social shares, and get zero links from other domains (Buzzsumo & Moz). What’s worse, is that 70% of marketers lack a consistent or integrated content strategy (Altimeter).

Nick Nelson

LinkedIn’s Megan Golden on Building a Blockbuster Content Marketing Strategy

LinkedIn's Megan Golden at Content Marketing World

“The good news about being a marketer in 2018 is that we have dozens and dozens of channels to share our marketing story,” Megan Golden, group manager of LinkedIn’s* global content and social media marketing, said in the opening of her session at Content Marketing World last Thursday.

“The bad news about being a marketer in 2018 is that we have dozens and dozens of channels to share our marketing story,” she added.

It’s true. We’re inundated with options for trying to reach our audiences these days, making it a challenge to narrow focus and find the right mix. But it’s safe to say that if you work in B2B, LinkedIn has to be in that mix. Hosting more than half a billion professionals, and boasting unparalleled targeting capabilities, the platform is tremendously powerful for those who know how to use it.

Jane Bartel

How Amanda Todorovich and the Cleveland Clinic Monetized Their Blog (And Why the Resulting Revenue is Just Gravy)

In a room overflowing with content marketers hungry to find out how to turn a blog audience into a monetizable asset, Amanda Todorovich delivered.

Todorovich, Content Marketing World’s 2016 Content Marketer of the Year, became Director of Content Marketing at the Cleveland Clinic in 2013, when their blog was only six months old and had roughly two hundred fifty thousand views per month. Now, the Health Essentials blog gets six million views per month and is the number one most-viewed hospital blog.

So, how do Todorovich and her team continue to grow their blog and turn that traffic into revenue?  “You can’t think about the money first.” She stressed that trying to answer the question “what do we need to sell today?” is no way to decide what content will be most valuable for your audience.

Nick Nelson

Influencer & Content Marketing: Solving the Confluence Equation with Lee Odden

Due to my lifelong contempt for math, I’ve been known to struggle with equations – especially complicated ones.

Luckily, understanding the “Confluence Equation,” as broken down by TopRank Marketing CEO Lee Odden at Content Marketing World, is quite straightforward. For modern marketers, it’s also absolutely critical.

Content + Influence = Confluence

Given the setting where Lee’s session was delivered – a massive conference with thousands in attendance – it goes without saying that there’s plenty of interest in content marketing right now.

But you might be surprised to learn that, at least through the lens of Google search trends, interest in influencer marketing has actually surpassed it, and continues to rise rapidly:

Nick Nelson

How Twitch is Breaking New Ground In Audience Engagement #CMWorld

Last month, rapper Danny Brown made waves by unveiling his latest project on the live-streaming platform Twitch, dubbing it “the first-ever Twitch album.”

It was yet another step toward widespread cultural takeover for this burgeoning content hub, which is rapidly expanding beyond its distinction as strictly a host for video game communities. Twitch’s usage numbers, and creative new applications, demand the attention of marketers everywhere seeking to up the ante for audience engagement.

In her Thursday morning Content Marketing World keynote, Twitch’s Director of Business Development Jane Weedon shared some eye-opening stats and laid out an ambitious go-forward vision for the platform’s active audience participation model.

Nick Nelson

Allen Gannett Shares His Secrets to Racking Up Millions of LinkedIn Video Views #CMWorld

This statistic, via HubSpot, conveys all you need to know about the opportunity that LinkedIn video presents: Only 38% of marketers are sharing video content on the platform, even though three-quarters rate it as a successful tactic.

TrackMaven CEO Allen Gannett is a prime example of what success looks like with this relatively nascent feature. The name of his session at Content Marketing World, “How To: 0 To 1 Million LinkedIn Video Views in 6 Months,” understates achievement, as his videos have now amassed around 3.5 million views – all organic.

Fortunately, Allen delivered on the “How To” part, serving up a bounty of practical tips that marketers can apply right now.

Ashley Zeckman

Andrew Davis Helps Content Marketers Grasp & Keep Audience Attention with the Curiosity Factor #CMWorld

Image via @cspenn

If we are going to create better content we need to learn to consume content better. @DrewDavisHere #CMWorld Click To Tweet

Humans by nature are curious, but that curiosity is facing a very real threat: crappy content.

In his opening keynote at Content Marketing World, the amazing Andrew Davis dove headfirst into one of the top challenges all content marketers face today: getting and keeping the attention of their audiences.

Conventional wisdom from today’s content marketers is that content should be snackable, scannable and – in a nutshell – short. However, is our content really too long? Or is it that we aren’t building enough curiosity with our audience to keep them engaged? Below we’ll take a look at some of the top excuses we’re using to justify bad content, and the perfect formula for capturing audience attention.