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Online Marketing Blog - TopRank® Home About Resources Archives Subscribe Consulting Contact Online Marketing Blog - TopRank® Home Subscribe Content Marketing Influencer Marketing Social Media SEO More 4 Tips for an Out-Of-This-World B2B Marketing Agency Partnership Elizabeth Williams on Nov 7th, 2017     B2B Marketing, Integrated Marketing Who was the first person to set foot on the moon? Of course the answer is Neil Armstrong — who else? But, actually, the question really is “ who else?” In order for Armstrong to walk the moon, there were innumerable individuals who contributed something large or small to get him there. His mom and dad, Mission Control, fellow astronaut and crew member Buzz Aldrin, a nation of taxpayers — and the list goes on. What’s the point? Simply put, there’s no doubt that Armstrong was an amazing pioneer, but he didn’t get to the moon — or back home — alone. It took a team. Being a marketing pioneer in the B2B technology space is no different. You need to have skills and ambition of your own, but you also need an amazing team by your side. 4 Tips for an Out-Of-This-World B2B Marketing Agency Partnership Leave a Comment 5 Questions to Answer BEFORE You Develop a Social Media Strategy Joshua Nite on Nov 6th, 2017     Online Marketing, Social Media Last weekend I decided to build something. So I went to Home Depot and asked a nice man in an orange apron to tell me what supplies I needed. “Okay, what are you building?” he asked. “Oh, you know, something…maybe out of wood? Perhaps a birdhouse, or some furniture, or a planter,” I replied. “Don’t worry; I have lots of tools and I’ve seen other people build things, so I’m ready to go. Just tell me what I need to buy.” “I’m going to have to ask you to leave,” he replied. Okay, so none of the above happened (call it poetic license). It’s a ridiculous scenario, right? Who would start building something without knowing what they needed, why they were building it, and what the finished product would be? 5 Questions to Answer BEFORE You Develop a Social Media Strategy Leave a Comment Digital Marketing News: Clowns for Whoppers, Facebook Dynamic, Automatic Messages Lee Odden on Nov 3rd, 2017     Online Marketing News Persado now generates emotionally-targeted marketing messages for individuals. Copywriters, prepare to start feeling nervous: Persado uses machine learning and people’s reactions to previous campaigns to determine users’ emotional profiles and is now launching Persado One, which allows the text to be generated for individual users. MarTech Today How many people see your content on each digital channel? This is a handy collection of benchmarks covering email, SMS, Facebook, Twitter, YouTube, Apps and Snapchat.   The Drum B2B Marketers Shift Priorities From Generating Leads to Converting Them. B2B marketers’ top priority for generating more leads has dropped from 46% to 35%. The focus on converting leads to customers has increased from 34% to 42%. MarketingCharts 32% Of Marketers To Bring Programmatic Media Buying In-House. 50% of marketers and agencies believe Programmatic will ultimately become the responsibility of the brand. MediaPost Digital Marketing News: Clowns for Whoppers, Facebook Dynamic, Automatic Messages Leave a Comment Should I Hire an In-House Digital Marketing Specialist or Tap an Agency for Help? Alexis Hall on Nov 2nd, 2017     Online Marketing The digital marketing landscape is changing at a rapid pace, with many organizations planning to up their budgets and diversify their tactics in the coming years. In fact, according to Forrester research , CMOs will spend nearly $119 billion on search marketing, display advertising, online video and email marketing by 2021. “Over the next five years, search will lose share to display and social advertising while video will scale,” Forrester said. “These changes reflect a new emphasis on quality over quantity, a dynamic that will reintroduce human intervention into programmatic ad buying, turn marketers into growth hackers, and put long-tail publishers out of business.” Should I Hire an In-House Digital Marketing Specialist or Tap an Agency for Help? 1 Comment What You Need to Know About Optimizing Content for Voice Search Kevin Cotch on Nov 1st, 2017     Search Engines, Search Marketing, SEO Thanks to the emergence of technologies such as mobile personal assistants, Amazon Echo, Google Home, Cortana, and others, there’s no doubt that voice search is on the rise. These days, consumers can send text messages while driving or use a mobile personal assistant to complete simple actions. In fact, Gartner predicts that about 30% of searches will be conducted without a screen by 2020. In addition, another study from ComScore, states that voice searches will account for nearly 50% of searches , too. That means we marketers need to start thinking how we can get our content in front of our audience via voice search channels. While optimizing content for voice search can seem daunting, there are a few easy tips that can help you start gaining more visibility for those types of queries. What You Need to Know About Optimizing Content for Voice Search 1 Comment 4 Spooky Marketing Lessons from Classic Halloween Monsters Joshua Nite on Oct 31st, 2017     B2B Marketing, B2C Marketing Halloween is objectively the best holiday of the fall-winter season. You don’t have to go broke buying people gifts. You don’t have to cook an enormous meal (then pass out after gorging on turkey). The only obligations for Halloween are to play dress up and eat candy! Not to mention I’m somewhat partial to the holiday’s aesthetic. Give me skulls and bats over tinsel and garland any day of the week, and twice on Friday the 13th. Sure, there’s a horror/scary element to Halloween. But it’s a fun, safe kind of scary. If you’ve spent an hour on social media recently, you know there are scarier things than ghoulies and ghosties. But Halloween isn’t just fun. It’s educational, too! I realized this year that some of my favorite Halloween monsters are hiding valuable lessons for marketers. For example… 4 Spooky Marketing Lessons from Classic Halloween Monsters 2 Comments Be the Best Answer: 5 Steps to Grow Influence for Your Brand Lee Odden on Oct 30th, 2017     Content Marketing, Influencer Marketing “Be the Best Answer” is an expression my team and I have used many times in client strategy planning, training, presentations, webinars, blogging, and in my book Optimize about the intersection of search with owned, earned, paid and shared media. Being present in a relevant, credible and useful way on all the channels where buyers are looking is a powerful (but often difficult to execute) way to provide the kinds of customer experiences that greatly differentiate one brand from another. Influence plays an important role in a “Best Answer” marketing strategy. Click To Tweet Influence plays an important role in a “Best Answer” marketing strategy as buyers pay less attention to ads and brand content, and more time listening to peers and industry subject matter experts. Be the Best Answer: 5 Steps to Grow Influence for Your Brand Leave a Comment Digital Marketing News: Pinterest PPC, Facebook Sets, Online Beats Offline Shopping Lee Odden on Oct 27th, 2017     Online Marketing News Need help understanding Machine Learning? We now live in an age where machines can teach themselves without human intervention. Sound scary? It should. Scary amazing that is. Applications for machine learning extend from marketing to medicine to interstellar space travel. Find out what Machine Learning is, how it works, and how it will change the world.  Infographic. Google’s New AI Is Better at Creating AI Than the Company’s Engineers. Google CEO Sundar Pichai says his team has achieved “AI inception” with AutoML. AutoML is an artificial intelligence that can assist in the creation of other AIs. By automating some of the complicated process, AutoML could make machine learning more accessible to non-experts. Futurism Digital Marketing News: Pinterest PPC, Facebook Sets, Online Beats Offline Shopping Leave a Comment Content Marketing Tactics for Search Marketers – International Edition #SMXLmilan Lee Odden on Oct 26th, 2017     Content Marketing, Marketing PR Conferences Content is both king and kingdom in a digital world full of stories. Brands and consumers alike are experiencing and publishing content on a daily basis. Between information overload, increased complexity of search engines and changes in consumer search behaviors, many marketers are less than confident about how to optimize their content marketing. How can marketers best use content marketing to improve search marketing? How does search inspired content affect content, PR and marketing programs across channels? At SMXL in Milan, Italy this November 15th, that’s exactly what a panel of experts will be answering. I will be moderating Content Related Strategies for Search with Ken McGaffin, Lexi Mills and Jey Pandian where we’ll be discussing strategies to help identify new opportunities to develop content based on business intelligence, competitive research and historical performance. Content Marketing Tactics for Search Marketers – International Edition #SMXLmilan Leave a Comment How 7 Brands Connect With Audiences Through Long-Form Video Content Anne Leuman on Oct 25th, 2017     Content Marketing, Video Content comes in many forms, including social media messages, blog posts, video, and more. But video is largely ignored with only 30% of B2B marketers believing video will be critical to their content marketing success. Considering video accounts for 74% of all internet traffic your brand cannot ignore video marketing. With audience’s having an average attention span of only eight seconds it’s one of the best ways to hold attention and increase audience engagement. This is especially true for long-form video—videos that are roughly 10 minutes in length or longer. In fact, audiences engage in more long-form videos accounting for 63% off all time spent watching videos across devices. Long-form video is a proven and effective way of capturing and engaging audiences, but where do you begin? How 7 Brands Connect With Audiences Through Long-Form Video Content Leave a Comment B2B Content Marketing Benchmarks: How We All Can Do Better Joshua Nite on Oct 24th, 2017     B2B Marketing, Content Marketing B2B content marketing is having a moment—a moment that’s rapidly becoming a movement. We’re finally breaking free of the idea that “professional” means “boring.” Transparency and authenticity are becoming more than just buzzwords. Unique, emotionally compelling content used to be the outlier; soon it will be the norm. It’s thrilling to see B2B content marketers find a new groove. As a creative, comedic weirdo myself, it’s a great time to be in the business. However, these industry-wide changes do come with significant challenges. As B2B marketing evolves, we need to continually adapt our procedures, KPIs, even our philosophy of marketing. The whip-smart marketers at Kapost just published their 2017 B2B Content Strategy & Operations Benchmark. They surveyed hundreds of B2B marketers in diverse industries, from small businesses to enterprise organizations. Here are the challenges their research identified, and how B2B marketers can adapt to thrive. B2B Content Marketing Benchmarks: How We All Can Do Better Leave a Comment The State of Minnesota Marketing: Insights from 6 Minnesota Brands Lee Odden on Oct 23rd, 2017     Digital Marketing Minnesota is home to numerous nationally and internationally known brands, ranging from household consumer names like Target and Best Buy to giants like Cargill and United Healthcare. Given their broad focus, their home state isn’t a singular marketing focus for these big companies. But what about brands where the state brand plays a part of the company brand? What impact does that have on marketing? That was the topic of a brand panel at the recent Minnesota Marketing Summit in Minneapolis. Moderated by Nicole Shannon , Executive Director, Advertising for Star Tribune, the session opened up to a standing room only crowd. Panelists were on-hand from Minnesota brands including Explore Minnesota, Minnesota State, Sunrise Banks, Sun Country, Children’s Minnesota and the Minneapolis Downtown Council to discuss: What is the Minnesota brand and how does it relate to marketers and brands of companies operating here? The State of Minnesota Marketing: Insights from 6 Minnesota Brands Leave a Comment 1 2 3 … 339 Next Page » LET’S GET SOCIAL SUBSCRIBE TO TOPRANK'S TIPS NEWSLETTERFirst Name* Last Name* Email* EmailThis field is for validation purposes and should be left unchanged. 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