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Last Build Date: Fri, 30 Sep 2016 10:30:11 +0000

 



Online Marketing News: Bird’s Eye View, FTC Skepticism and Facebook for Business

Fri, 30 Sep 2016 10:30:11 +0000

Infographic: Latest Twitter Study Sheds Light on Just How Well Video Is Doing Based off of Twitter's annual Online Video Playbook, this infographic shows what's cleverly referred to as 'The Bird's Eye View of Video' on Twitter. For example, 93% of the video views on Twitter are on mobile. Users who watch video want breaking news, information, and viral content the most, followed by entertainment and celebrity content. AdWeek src="https://www.youtube.com/embed/moXGBAJzHKE" width="560" height="315" frameborder="0" allowfullscreen="allowfullscreen"> The FTC Is Skeptical When Celebrities Are Paid to Like Your Product The FTC is investigating a few big name brands for bending the rules that govern paid celebrity endorsements. Of course, rules regarding endorsements from celebrities aren't news to marketers, but the onset of digital marketing did prompt new rules and regulations. The one thing that hasn't changed? Disclosure. Entrepreneur Facebook Set to Launch ‘Facebook at Work’ Next Month Facebook is launching 'Facebook at Work' -- a private network for your business -- in the next three to four weeks. This will allow inter-office communication in a known format for larger, or even smaller, organizations. The network exists separately from personal profiles so there's not as much temptation to use personal Facebook during work time. Social Media Today Content Marketing Takes a Turn for the Better: New 2017 Research MarketingProfs and Content Marketing Institute paired up to produce their B2B Content Marketing 2017: Benchmarks, Budgets, and Trends -- North America, and the findings are fascinating. Most notably, marketers are more positive about their content marketing efforts than they were in the previous year. Read the full report, it's full of great information. Content Marketing Institute Snapchat reveals its $130 Spectacles and rebrands as Snap Inc. Snapchat revealed Spectacles, a $130 pair of sunglasses with a 115-degree lens camera. According to The Next Web, "content recorded using the glasses is automatically pushed to the Memories section of the Snapchat application in a new circular video format — which can be played full screen in any orientation — via Bluetooth or Wi-Fi." The Next Web Salesforce, Google, Microsoft, Verizon are all eyeing up a Twitter bid TechCrunch reports: Twitter continues to inch its way to a sale process, and the latest developments come in the form of alleged bids from potential buyers ... we have also independently heard that both Google and Salesforce are interested in buying the company. We have additionally heard that Microsoft and Verizon have also been knocking." What, if anything, could this mean for Twitter marketing? TechCrunch Google (finally) launches cross-device retargeting According to Marketing Land, Brad Bender, VP of display and video advertising at Google revealed breaking news about Google AdWords retargeting: "We’re introducing cross-device remarketing for Google Display Network and DoubleClick Bid Manager to help you reach the same user across devices, apps, and sites." This means marketers can target the same users, across devices, for a more cohesive experience. MarketingLand Facebook Allowing Advertisers to Create Rules for Turning Off Ads, Email Alerts According to recent information submitted to SocialTimes, "Facebook appears to have given advertisers the ability to establish rules to automatically turn off ad or send email alerts once certain criteria are met." The report comes complete with screenshots for reference, we'll have to keep an eye out for this developing story. SocialTimes What were your top online marketing news stories this week? I'll be back next week with more online marketing news! Have something to share? Drop it in a comment or tweet to @Tiffani_Allen or @toprank. The post Online Marketing News: Bird’s Eye View, FTC Skepticism and Facebook for Business appeared first on Online Marketing Blog - TopRank®.[...]



5 Cool Ways to Make Marketing Magic with Interactive Content

Thu, 29 Sep 2016 10:30:54 +0000

On the occasion of the new trailer for Fantastic Beasts and Where to Find Them, I was thinking about the fantastical wizarding world of Harry Potter. Who wouldn’t want to live in a world with magical items like pictures that move, newspapers that automatically update themselves, portraits that speak? Then it hit me: My smartphone can show moving pictures and auto-updated news, and it doesn’t have to be delivered by owl. AND it’s a lot more compact than the average Daily Prophet issue. Sure, we can’t play proper Quidditch yet—someone get Elon Musk on flying broomstick development—but as far as interactive content goes, Muggles have got it on lock. The point is, content can do a lot more these days than sit on a screen and look pretty. Are your content marketing efforts taking advantage of that fact? Do you invite your readers to participate in an experience? Or are they left doing this? src="https://www.youtube.com/embed/aXV-yaFmQNk" width="560" height="315" frameborder="0" allowfullscreen="allowfullscreen"> There are dozens of ways both subtle and flashy that you can add an extra kick to your content. Here are five to get you started, complete with examples to interact with. #1: Make Data Extra-Relevant Say you have a big set of data that relates to 12 different verticals within your target audience. You could make a dozen different infographics. You could write a dozen different blog posts. If you were feeling really sadistic, you could mash all the data into one content source and let each vertical search for the relevant info. Or you could start with a template, let the user pick which data sources they’d like to see, and watch the most relevant info magically fill in. That’s what LinkedIn did, with the help of the wizards at Ceros, for their Where to Find Talent in the United States infographic. Pick your industry at the top, and it fills in the template with customized data. Numbers fly in as you scroll down, delivering exactly the information you were looking for like a Hogwarts owl on a mission. It’s a neat way to make sure each viewer finds exactly what they’re looking for. #2: Allow for Automated Hyper-Personalization Checklists are a go-to content type that content marketers use to add a little extra value. It gives your reader a condensed version of your content, all action items, no filler. Readers tend to enjoy checklists, too—they perform well as a gated asset or as a stand-alone. But you can improve on the humble checklist by making it interactive. Let your audience pick the most relevant points and compile their own list automatically, as in this interactive infographic from Cross Country Home. SnapApp helped the home maintenance company create the infographic, which allows the reader to choose areas of particular concern, then generate a customized to-do list (after ponying up an email address). The interactivity makes the checklist far more valuable for the reader, and justifies having the end report gated. It also introduces an element of discovery with clicking on each icon—which might lead to readers spending more time with the content. #3:  Tell Readers Something about Themselves Let’s face it—we love looking at ourselves, talking about ourselves, taking pictures of ourselves, and learning about ourselves. Don’t chalk that up to millennial narcissism either. Some of the earliest photographs we have are self-portraits (not to mention all the old-school self-portraits from painters and sculptors). You can capitalize on the joy of self-discovery with quiz-based content. From personality quizzes to identifying your Patronus, quizzes are irresistible. Especially so when they’re about something that matters, like Influitive’s “What’s Your Marketing Personality Type?” quiz. This quiz gets bonus cool points for not making you click to a new page for every question. SnapApp created a single, linear-scrolling experience that removes obstacles for completion. Take note of how Influitive presents the results: There’s your marketing typ[...]



10 Tools to Help Marketers Get More Out of Twitter

Wed, 28 Sep 2016 10:30:27 +0000

Most marketers understand that their Twitter efforts need to go beyond consistent tweeting if they want to grow their following and boost engagement. It takes commitment, strategy and constant management. But as social networks and audiences continue to evolve—and marketers find themselves juggling more social networks and content responsibilities each day—staying on top of it [...]

The post 10 Tools to Help Marketers Get More Out of Twitter appeared first on Online Marketing Blog - TopRank®.




What Social Media Marketers Need to Know About Facebook Live

Tue, 27 Sep 2016 10:30:23 +0000

In the age of Netflix and DVRs, it’s weirdly ironic to watch the growing popularity of live video for social media marketing. Sure, most of it is recorded so you can access it later, but it has far more in common with the nightly news than with modern on-demand, personalized content. It turns out, there’s [...]

The post What Social Media Marketers Need to Know About Facebook Live appeared first on Online Marketing Blog - TopRank®.




5 Awesome Takeaways from HubSpot’s State of Inbound 2016 Report

Mon, 26 Sep 2016 10:30:24 +0000

Today’s consumers are much more self-directed in their buying habits, leveraging the internet and mobile technologies to research, review, interact and buy the products and services they need or want. As a result, many brands and marketers are shifting their marketing tactics to join consumers on their buying journey, rather than interrupting their day with [...]

The post 5 Awesome Takeaways from HubSpot’s State of Inbound 2016 Report appeared first on Online Marketing Blog - TopRank®.




Online Marketing News: Emotional Connections, Twitter Goes Long & Better Ad Coalition

Fri, 23 Sep 2016 10:30:25 +0000

How Emotional Connection Increases Customer Satisfaction [Infographic] Did you know that customers with a higher degree of emotional connection have a higher lifetime value than those that aren't? And 50% of a person's perception of an experience is based on emotions? This infographic and supporting statistics help to illustrate the need for marketing messages that truly resonate with your market. ClickZ src="https://www.youtube.com/embed/-GctMD0Pslw" width="560" height="315" frameborder="0" allowfullscreen="allowfullscreen"> Marketers Rejoice: Twitter No Longer Counts Photos, GIFs, Videos Toward 140-Character Limit It's official as of Monday, September 19th -- Twitter is no longer counting images, gifs, or videos in their 140 character count. This is a big break for social marketers. What's next for the platform? Eliminating @handles from the character count as well. This change is slowly rolling out to all users but isn't official platform wide. AdWeek Google, Facebook, IAB & major brands form Coalition for Better Ads The consumers have spoken via ad blockers -- they don't want to deal with irrelevant content in ads. To create the standards for good advertising, companies like Google, Facebook, Unilever and more joined forces with the IAB, the 4As and others to form The Coalition for Better Ads. Their top tasks are to create data-driven, consumer based ad standards, deploy technology to implement those standards and encourage awareness and adoption. Marketing Land Email Open Rates on Mobile Devices by Industry, 2Q16 58% of marketing emails were opened on mobile devices (45% smartphones, 13% tablets) in Q2 of 2016. That's a 14% increase from the previous year. However, even though only 42% of emails were opened on desktop, desktop-opened emails accounted for 49% of email-generated revenue. MarketingProfs Instagram Officially Rolling Out Save Draft Feature There is more great news this week for social media marketers -- Instagram is now allowing users to save drafts of their posts when they aren't quite ready to click the go button. Users can save drafts by clicking the back arrow at the top left of their screen during the filtering and editing steps and selecting 'save draft' at the bottom of their screen. SocialTimes YouTube Gets Its Own Social Network with the Launch of YouTube Community TechCrunch reports: YouTube announced "the launch of YouTube Community, which allows video creators to better engage viewers using text, GIFs, images and more. The goal with the new features is to help keep creators from departing to competing platforms by offering more tools for connecting with their audience, beyond the videos themselves." TechCrunch Everything you need to know about Google’s ‘Possum’ algorithm update Google has made recent updates that have the SEO community on high alert. Search Engine Land reports: "All the evidence seems to indicate this particular update only impacted ranking in the 3-pack and Local Finder (AKA the local results or Google Maps results). There is talk of another update that happened right after, which impacted organic results." Search Engine Land Brands have started using Twitter's latest customer service tools Many brands are no stranger to using social media, Twitter in particular, for providing customer service. Recently Twitter has released a new feature, already being used by brands like Delta and T-Mobile, that tells users by a showing users a “Provides Support” button that they can click or tap to start a conversation. Digiday What were your top news stories this week? I'll be back next week with more online marketing news. Can't wait a whole week? Follow @toprank to get your news fix early. The post Online Marketing News: Emotional Connections, Twitter Goes Long & Better Ad Coalition appeared first on Online Marketing Blog - TopRank®.[...]



Avoid Content Ennui: 10 Creative Blog Types to Serve Your Audience

Thu, 22 Sep 2016 10:30:06 +0000

When it comes to blog content, a lot of us are serving breakfast when we should be serving dinner. Let me explain. Odds are you have a go-to breakfast that you eat nearly every day. A bowl of cereal with a banana, some oatmeal with maple syrup, a haunch of beef seasoned with the tears [...]

The post Avoid Content Ennui: 10 Creative Blog Types to Serve Your Audience appeared first on Online Marketing Blog - TopRank®.




Where to Learn About Influencer Content Marketing in Europe & the U.S.

Wed, 21 Sep 2016 09:49:37 +0000

As a fast growing content marketing agency, especially when it comes to working with influencers, TopRank Marketing has experienced great growth this year working with new clients in the U.S. and abroad. To continue building awareness of the great work my team has been doing and to share the insights I’ve learned as an active [...]

The post Where to Learn About Influencer Content Marketing in Europe & the U.S. appeared first on Online Marketing Blog - TopRank®.




How Social Do Senior Marketing Executives Need To Be?

Tue, 20 Sep 2016 10:00:09 +0000

Explosive growth of social networks has attracted considerable attention to CEO and executive use of social media. Optimism about executive social media impact has been fueled in part by studies like the BRANDfog survey, which reports executive social participation leads to better leadership, creates more brand transparency and helps build better connections with customers, employees, [...]

The post How Social Do Senior Marketing Executives Need To Be? appeared first on Online Marketing Blog - TopRank®.




A Fresh Start: Learn How to Put Your Social Media Strategy on A Paleo Diet

Mon, 19 Sep 2016 10:30:59 +0000

From the rise of Snapchat to the debut of Instagram stories to changes in Facebook’s News Feed algorithm, the social media landscape is constantly changing—giving us marketers more than enough “new” to snack on each week. But sometimes we bite off a little more than we can chew, thinking that a healthy social media strategy [...]

The post A Fresh Start: Learn How to Put Your Social Media Strategy on A Paleo Diet appeared first on Online Marketing Blog - TopRank®.




Online Marketing News: Social Changing SEO, Science of Content, Facebook Live on Desktop

Fri, 16 Sep 2016 10:30:45 +0000

How Mobile, Voice & Social Are Changing SEO [Infographic] With SEO being a growing area of investment and interest for digital marketers, we tend to keep a very close eye on any changes that may affect organic search visibility. So how are mobile, voice and social changing SEO? HubSpot's latest infographic, based on their State of Inbound Marketing report, has the details. HubSpot src="https://www.youtube.com/embed/eGqXwr3QJdo" width="560" height="315" frameborder="0" allowfullscreen="allowfullscreen"> The Science of Content: TFM Research Report On Content Across 10 Industries Technology for Marketing just released a new study of content that resonates across 10 different industries. The report found, among other things, that understanding your specific industry and audience is the key to successful content. This means knowing what type of content they like best, the best time to post, and even what headline words will get their attention. Buzzsumo Is Facebook Live Coming Soon to Desktop? What originally rolled out for only mobile may now slowly be rolling out for Desktop -- Facebook Live. Users have reported the added functionality this week, with the biggest reported difference being the addition of a comment bar for the broadcaster. It was also reported that screen sharing wasn't available but the interface resembled a Google Hangout. Search Engine Journal Twitter's new, longer tweets are coming September 19th Social media marketers, rejoice! The Verge reports that Twitter's long rumored exclusion of links and images from their character counts is happening on Monday. This will also include videos and user polls along with user names at the beginning of replies. The Verge A Snapshot of the World's Ad Spend Direct Marketing News reports: "Global advertising spend is projected to reach $548.2 billion by the end of this year—a 4.4% (or $23 billion) increase compared to 2015, according to a recent report by Carat. The global media network expects this figure to rise to $570.4 billion (a 4% year-on-year increase) in 2017." Direct Marketing News Which Marketing Channels Have the Best ROI Measurability? Marketing executives surveyed by Millward Brown are saying that two marketing channels are easiest to measure in terms of ROI -- email and search, with online ads coming in third. MarketingProfs also reports that nearly "74% of executives say they would increase spend on digital channels if it were easier to track ROI; 71% say they would increase cross-channel spend if ROI measurement were easier." MarketingProfs Ad Tech Companies Are Testing New Formats Like Virtual Reality and 360 Video Brands like Jack in the Box, AOL, The New York Times and Vice are experimenting with virtual reality, and are reportedly happy with the results they're seeing. With video becoming increasingly effective as a tool for marketers, 360 video and virtual reality are adding a new, immersive dimension that may prove to captivate viewers in new ways. AdWeek Many Visitors Abandon Mobile Sites If Load Time Tops 3 Seconds MediaPost reports: "Google's latest study — The Need for Mobile Speed — found 53% of mobile site visits are abandoned if pages take longer than 3 seconds to load. One out of two people expect a page to load in less than 2 seconds. The data is based on analysis of more than 10,000 mobile Web domains." Is your website up to speed? MediaPost Snapchat Has Nearly All the 18-to-25-Year-Olds It Will Get, but Older Users Still Joining Smartphone users are spending 87% of their screen time in mobile apps. While there are some apps that are used the most frequently, like Facebook and Pandora, Snapchat has seen the most growth with up to 55% of users app time, beating out Pinterest for the number 13 spot. While the Millennial market may be fully saturated, ComS[...]



How to Win Social Friends & Influence Your Customers @LeeOdden Keynote

Thu, 15 Sep 2016 10:30:23 +0000

In his keynote at the Social Media Rockstar event yesterday, TopRank Marketing CEO Lee Odden opened with a heartwarming story about building influence. For anyone who doesn’t think that building influence is something they can do, this story is a must hear (or in this case, read). The story is about a fifth grader named Sam. Sam is an influencer. An aspiring author, Sam decided to write a book and include some of his classmates as characters. To make editing and collaboration easy, Sam wrote his book on Google Drive and shared it with his classmates, asking them to review and make edits. This small ask quickly became a competition in his classroom to be included in the story and to be involved in the project. Sam become the center of attention. Sam become influential. What made Sam influential wasn't money or authority. Sam created a space where his classmates could collaborate and be recognized, either as characters or collaborators. By showcasing his classmates and collaborating with them, Sam helped them get attention and a small degree of their own influence. In doing so, it made Sam more influential himself. This is a case where one of my favorite quotes from Lee rings loud and true: Everyone is influential about something. Lee pointed out that in an an age where marketers are creating more content and consumers are overwhelmed with information, those who build influence will stand out. Social networks enable people to share their interests and passions, create content and connect with like-minded people to form communities. Brands that share values with those communities can tap their collective influence by collaborating with members to co-create content. Partnering with social influencers, famous and niche, is great exposure opportunity for those participating. There's also a lot of value from a marketing perspective. Here are a few statistics Lee shared in the presentation: $9.60 earned media value for every dollar spent is what a Burst Media study reported about working with influencers. 82% of customers were highly likely to follow recommendations from social influencers about products or services according to a study by the Wharton School. Programs including influencers experienced a 10X increase in conversion rates according to a study reported by Content Marketing Institute. A 37% higher retention rate with customers acquired though social influencer programs was reported in a McKinsey study. Why Should Brands Include Influencers in Content Marketing? TopRank Marketing defines influencer marketing with a strong focus on content: The practice of developing relationships with connected internal and industry experts to co-create content of mutual value to achieve measurable business goals. Including influencers as collaborators in your content marketing programs has multiple benefits: Authenticity: From “real people” Quality: That taps into expertise of others Variety: More quality content (and often more quantity) Engagement: From both your customers and the influencers Reach: Participation in co-creation inspires action Scale: Content creation is distributed beyond your own team Measurable Results: You can track and measure the impact Lee shared several useful examples of brands that enable their customers to share their own content on the brand's website including #becharming from Pandora MOA and #MyMinnetonka from Minnetonka Moccasin. By doing so, these brands create an opportunity to involve influential customers to share as well as helping customers grow their own influence through exposure on the brand website. 5 Steps to Social Influence with Content Successful influencer marketing requires time, and process. Working with brands like LinkedIn, Dell, and recently signed BM[...]



The 4 Essential Questions Your Content Must Answer in Less than 15 Seconds

Wed, 14 Sep 2016 10:30:12 +0000

A rodeo cowboy gets eight seconds to become a champion. What can content marketers do with nearly twice that time? HubSpot reports it takes less than 15 seconds for a reader to decide whether or not content is worth the effort. Think about that: In half of the Jeopardy theme, your reader’s mind is already made [...]

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Find the Bright Side: 6 Things Brands Should Do in Light of New Facebook Page Layout

Tue, 13 Sep 2016 10:30:17 +0000

The summer of 2016 has been a little rough for businesses, brands and marketers that use Facebook as an important part of their marketing mix. Not only did Facebook implement a new News Feed algorithm that favors content from users’ friends and family, but just over a month ago they rolled out a new desktop [...]

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Top Takeaways & Words of Wisdom From Content Marketing World 2016

Mon, 12 Sep 2016 19:46:20 +0000

Last week, over four thousand marketers gathered together to immerse themselves in the world of content marketing. The 2016 Content Marketing World conference was filled with insights from some of the top content marketers on the globe and offered two days filled with education and networking. In just a few short days, attendees (and even those that weren't able to attend) began sharing their experience on social networks. In fact, last week alone there were 45,000+ posts on social networks by over 10,000 users with estimated impressions of almost 4M. We were happy to be among those in attendance that buckled up for the ride that is Content Marketing World. Along with myself, TopRank Marketing CEO Lee Odden and President Susan Misukanis also attended as representatives of TopRank Marketing. We accomplished a lot over those couple of days including two presentations from Lee on how to optimize the ROI of your content agency investment and insights into how B2B executives can strategize in a world of content, publishing session live blogs (included below), meeting with clients, networking and forming partnerships with other like minded marketers. If you weren’t able to attend this mecca of content marketing, don’t worry! We’ve complied some of the top insights from our favorite sessions as well as some of our favorite quotes and insights from top speakers. Top Content Marketing World Takeaways How to Scale Influencer Marketing Influencer marketing has proven to be a very effective way for brands large and small to build credibility and trust with their audience. However, many influencer marketing programs fail before they even get off the ground. In their presentation, Traackr CEO Pierre-Loïc Assayag and Microsoft’s Amanda Duncan and Eve Psalti answered some of the most pressing questions many brands have about how to create a scale a successful influencer marketing program.  For more details on how to make influencer marketing work for you, read: The Microsoft Factor: Scaling Influencer Marketing to Transform a Global Brand Are You Getting the Most Out of Your Content Marketing Agency? Working with an agency that specializes in content marketing can provide brands with a more strategic and scalable marketing program that leverages expertise and additional resources that specialize in content. In his presentation at Content Marketing World, TopRank Marketing CEO Lee Odden shared insights to help brands get a maximum return on their investment with content agencies. For tips on how to get the most out of your content marketing agency investment, read: Learn How to Optimize Your Content Marketing Agency Investment How to Provide More Value with Email Marketing Today’s customers are busy, savvy and frustrated. But why? They’ve taken on too much and are looking for ways to improve their own efficiency, old email marketing tricks no longer have an impact and they’re tired of receiving pitch after pitch that doesn’t add value. However, email marketing is just as important (and effective) now as it has ever been, especially when it’s integrated with marketing automation. In his session, Mathew Sweezey of Salesforce covered the in’s and out's of the current state of email, and how to be more effective with your email efforts. To learn more read: 6 Ways to Improve the Value of Your Email Creating An Integrated & Authentic Influencer Marketing Program Dell’s Shelley Ryan and Lauren Mauro are no strangers to the world of influencer marketing. In fact, it’s something they were doing long before it had a name. Through their influencer marketing journey they’ve learned how to navigate an often complex strategy[...]



Learn How to Optimize Your Content Marketing Agency Investment

Mon, 12 Sep 2016 10:30:02 +0000

Each year, brands are investing countless hours and thousands if not millions of dollars in marketing to prospects and current customers with content. Often times, internal marketing teams are finding that they need content marketing agency expertise and support outside of their organization. Working with an agency that specializes in content marketing can provide brands with a more strategic and scalable marketing program that leverages expertise and additional resources that specialize in content. However, agency retainers can be substantial and there isn't a marketing executive out there that isn't in search of maximum return on that investment. At last week’s Content Marketing World, TopRank Marketing CEO Lee Odden took the stage to share insights about how brands can get the most out of their content marketing agency. Whether you’re currently on the hunt for an agency to help with content marketing, or if you are in deep with an existing agency relationship, these tips will help you get the most out of working an outside resource to win the content marketing race. When to Engage A Content Marketing Agency First, it’s important to determine how engaging a content agency will help your brand achieve your marketing goals. Below are a few examples of signs that you may be in need of an agency partner: Building up a large content marketing team just isn’t practical. There is a need for expertise that currently doesn’t exist within your organization and you need to create efficiencies. You’re looking for an outside perspective that will help challenge your team, evolve your approach and provide validation of the successful ideas the team has implemented. Creating additional connections with partners, platforms and influencers is an objective. Additional training, insight and education are needed for the internal marketing team. The different types of scenarios in which you will need outside content marketing resources could include: Projects: Short-term, turnkey, campaign, content creation Strategy: Research, workshops, recommendations, strategy report, no execution Partners: Research and strategy implementation, content at scale, integration, Martech, ongoing management and execution, dashboard reporting. Setting Realistic Expectations One of the key elements that determines either the success or failure of a brand and agency relationship is the quality of communication. Both parties need to be up-front about expectations, capabilities and goals. All too often, agencies will agree to or construct ideas that may not necessarily be within their wheelhouse. When that happens, the end result typically does not live up to the expectation set with their client. That is why transparent and honest communication is essential to brand and agency success. Common Agency Issues Unfortunately, there are sometimes issues that arise and create a less than stellar experience. Some of the top issues that many brands have experienced include: The agency they’re working with just doesn’t “get” their messaging or understand who they are. While the agency creates great content, they don’t have expertise about content amplification or promotion. The quantity or variety of content that’s needed by the brand can’t be produced by the agency. The Relationship is A Two-Way Street The truth of the matter is that both the brand and the agency have certain obligations to fulfill in order for the relationship to run smoothly and successfully. Sometimes agencies are not provided with the proper guidance needed in order to create a successful content program. Additionally, internal brand processes can create bo[...]



How to Build Momentum For Your Brands Around The World Through Content Marketing #CMWorld

Fri, 09 Sep 2016 17:49:54 +0000

Marketers are experiencing a major problem. That problem is that there is no longer a captive audience for anything. Consumers have tuned out advertising and traditional marketing tactics, leaving many marketers searching for a solution. In her presentation at Content Marketing World, Tami Cannizzaro from Oracle offered some great insights that she has gathered from [...]

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Online Marketing News: Divine Email Delivery, Mobile Machine Learning & CMO Social Spend

Fri, 09 Sep 2016 10:30:21 +0000

Email Deliverability: Unveiling the Divine Path to Subscribers Inbox Email marketing is one of the most effective digital marketing tactics, and one of the longest standing. But, nothing can be effective if it doesn’t reach your audience. This infographic shows the considerations marketers need to make when sending their emails to ensure the best deliverability [...]

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The Microsoft Factor: Scaling Influencer Marketing to Transform a Global Brand #CMWorld

Thu, 08 Sep 2016 18:33:53 +0000

Influencer marketing has proven to be a very effective way for brands large and small to build credibility and trust with their audience. However, many influencer marketing programs fail before they even get off the ground. But why? There are many reasons that these programs don’t work according to Traackr CEO Pierre-Loïc Assayag in his [...]

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How Dell Approaches Integrated & Authentic Influencer Marketing #CMWorld

Thu, 08 Sep 2016 10:00:01 +0000

Shelley Ryan and Lauren Mauro of Dell kicked off their afternoon session at Content Marketing World with some exciting news. According to the dynamic duo, Dell has purchased EMC, which I believe makes them the largest privately held company in the world! At the beginning of their session, Lauren and Shelley shared what their session would NOT be. [...]

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