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Last Build Date: Fri, 20 Apr 2018 10:30:02 +0000

 



Digital Marketing News: Gen Z’s Snapchat Love, LinkedIn’s GIFs, & Google Gets More Time

Fri, 20 Apr 2018 10:30:02 +0000

Snapchat Remains Teens’ Favorite Social Platform, Instagram Their Top Marketing Channel Snapchat has remained the top social platform among teens, who also see Instagram as the best way for brands to communication with them, according to Piper Jaffray’s latest semi-annual “Talking Stock with Teens” survey. MarketingCharts LinkedIn Teamed Up With Tenor to Add GIFs to [...]

The post Digital Marketing News: Gen Z’s Snapchat Love, LinkedIn’s GIFs, & Google Gets More Time appeared first on Online Marketing Blog - TopRank®.




What Content Marketers Can Learn From an Adept Dungeon Master

Wed, 18 Apr 2018 10:17:37 +0000

It’s probably not news to you that 91% of B2B brands use content marketing to attract, engage, nurture, and convert their audience. However, it might be surprising to learn that only 9% of those brands rate their content marketing as “sophisticated.” Sophisticated meaning that their content marketing is successful, scales across the organization, and provides accurate measurement to the business. This puts a lot of pressure on content marketers to elevate their game and provide more worthwhile and valuable content experiences. As an adept Dungeon Master (DM) of Dungeons & Dragons (D&D) games, TopRank Marketing’s Motion Graphic Designer, Patrick Pineda, can relate. It might sound a little odd at first, but Dungeon Masters and content marketers are more alike than you think. Responsible for creating meaningful and memorable experiences through content that takes people on a journey, you can see the similarities arise. Just like content marketers need to help guide people through the buyer journey, the Dungeon Master needs to guide players through a journey of their own. After serving his friends as the go-to Dungeon Master, Patrick has learned a thing or two from creating lengthy campaigns—some successful, some not—that are both engaging and challenging. Discover Patrick’s lessons from the dungeon and how you can apply them to your content marketing campaigns and programs down below. What Is a Dungeon Master? For the unfamiliar, a Dungeon Master is the organizer for the wildly popular, 40-year-old tabletop role-playing game, “Dungeons & Dragons.” Not only do DMs organize the game, but they are also responsible for the game rules, details, and challenges. According to Patrick, the player experience hinges on a DM’s ability to create meaningful content that’s fun to explore. One thing Dungeon Masters are not responsible for, however, are the players’ actions. Like the self-directed buyers of today, D&D players are able to choose their own paths. As a result, DMs are challenged to make sure players finish the game. And just like your audience won’t read every piece of content you put in front of them, the same happens in a D&D game. Certain story elements DMs put together will never see the light of day because every player has a different play style, completes tasks in different orders, and takes different actions. “The best Dungeon Master doesn’t just create a good story, but they also help players reach their goals,” Patrick claims. Does any of this sound familiar? It certainly resonated for me. 5 Content Marketing Lessons From the Dungeon Having created D&D campaigns that ruled and bombed, here are Patricks top five tips for developing content that resonate with your audience. #1 - Your audience values originality. If Patrick creates a campaign that plays to common tropes like a damsel in distress or small town disappearances, the story becomes predictable. But worse than that, the players feel condescended to as the game starts to feel dumbed down. “Cliches and stereotypes will make players groan. It’s important when creating a campaign that I shake it up and play against common conventions,” Patrick says. When examining your content and the story you’re trying to tell, it’s just as important to stay original and play with your audience’s expectations. For example, listicles with social media tips are a dime a dozen. Your audience might be more interested if you flip the idea on its head with social media mistakes. In changing it up, you’re giving your audience something new that they haven’t read before, capturing their interest. [bctt tweet="When examining your content & the story you’re trying to tell, it’s just as important to stay original & play with your audience’s expectations. - @aleuman4 #ContentMarketing" username="toprank"] #2 - Appeal to curiosity. When it comes to creating an adventure for players to navigate, the DM has a seemingly impossible job. They need to create a unique and compelli[...]



6 Top Marketing Challenges Solved by Influencer Content

Mon, 16 Apr 2018 10:22:10 +0000

Whether you’re a new Marketing leader at a company in need of establishing wins quickly or part of a growing organization with ambitious revenue goals, the challenges within marketing today are greater than ever. To help make sense out of these challenges, I’ve listed 6 of the top obstacles to brands achieving effectiveness out of [...]

The post 6 Top Marketing Challenges Solved by Influencer Content appeared first on Online Marketing Blog - TopRank®.




Digital Marketing News: Cryptofluencers, Google’s Infinite Scrolling, Influencer Trust Grows

Fri, 13 Apr 2018 10:30:22 +0000

Influencer Marketing Has Hit Cryptoworld The proliferation of cryptocurrencies over the past several years has led to a sharp recent increase in the number of paid influencers hired to help promote and legitimize both small and large players in the cryptoworld. Digiday Google launches Reach Planner for YouTube & video ad forecasting in AdWords Google [...]

The post Digital Marketing News: Cryptofluencers, Google’s Infinite Scrolling, Influencer Trust Grows appeared first on Online Marketing Blog - TopRank®.




Relationship Powered Link Building #Pubcon Florida

Thu, 12 Apr 2018 19:37:45 +0000

Keywords, content and links. This is the currency of the Search Engine Optimization world and the rules for spending that currency seem to be in a constant state of flux. At TopRank Marketing, we take a conservative approach to attracting links through purely organic means. Our focus is on creating content that’s actually worth being [...]

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How to Leverage Influencer Marketing for Improved SEO #Pubcon Florida

Wed, 11 Apr 2018 19:04:40 +0000

This session on influencer marketing and SEO is the first up for me on day one of Pubcon Florida, which has grown from a one day to a two day event. It’s easy to see why: The speaker line up is chock full of current smart search marketing advice from a great collection of expert [...]

The post How to Leverage Influencer Marketing for Improved SEO #Pubcon Florida appeared first on Online Marketing Blog - TopRank®.




Social Media Marketing Benchmarks: What Works & Where to Focus

Wed, 11 Apr 2018 10:02:20 +0000

Social media marketers, how are you feeling? Take a minute to breathe if you need to. The last few months have been a wild ride. Fatigue, vertigo, and even a little nausea are perfectly understandable. As I said before, social media isn’t dying, but it is changing. Marketers are used to quick changes, naturally, but it’s important to be sure we’re making the right changes. We should approach evolving our social media with the same data-driven, strategic rigor that applies to everything else we do. The good folks at Rival IQ recently published their 2018 Social Media Benchmarking Report. The data points to some clear directions for the next evolution of social media marketing. Here are some of the key data points – and, more importantly, what you should do about them. #1 - Influencers Have the Highest Engagement Rate on Facebook The report breaks down engagement by platform and by vertical, which invites some intriguing comparisons. If you’re in the food & beverage industry, congratulations! You’re likely seeing some of the highest engagement. If you’re not, however, there’s no need to roll out a new Cloud-Based SaaS brand of soft drink. Influencers are also hitting the top engagement rate (a whopping .24%, but more on that later). What to Do: TopRank Marketing has been talking about influencer marketing since before it was cool. These stats underline the importance of co-creating content with influencers who are relevant to your audience. It’s incredibly tough for brands to make a connection with organic social. Influencers can provide the person-to-person relationship that most people want out of social media interaction. Read: Death of Facebook Organic Reach = New Opportunities for Influencer Marketing #2 - More Posting Doesn’t Equal More Engagement The highest post frequency on Facebook is in the Media vertical, with an average of over 10 posts per day. That’s an artifact of an old way of thinking about social media: Flood your page with posts and hope one or two stick. That strategy doesn’t seem to work anymore. Media has the lowest engagement rate, at .08%. Especially with Facebook, upping your posting frequency is counterproductive. The algorithm will show your posts in fewer feeds, fewer people will interact with them as a result, and you start a vicious cycle that ends up slashing your organic reach. What to Do: Stick to one or two posts per day, and really make them count. That’s right at the industry average, and seems to be the threshold on most platforms for how much an audience wants to see branded content. If you have ten potential posts, get ruthless: Pick the two that are most interesting, most relevant, most valuable to your audience. Then save the rest for a roundup blog post at the end of the week. #3 - Engagement Rates Vary Widely by Platform We tend to talk about social media as though it were a single monolithic platform. Of course we know there are differences between channels, but the report underscores just how much they can vary. The engagement rates for Instagram are above the 1% mark, with some verticals seeing over 3%: While Twitter has an average engagement of .046%. That’s 4 hundredths of a percent, or engagement on one out of every 4,000 posts. What to Do: If Instagram fits your brand, and your audience is there, these stats are definitely an endorsement for hopping on the 'gramwagon. But don’t count Twitter out completely. There is a great deal more content posted on Twitter than Instagram, and Twitter moves a lot faster. So that low engagement rate shouldn’t scare you off completely. Instead, use Twitter to boost your brand awareness, provide customer service via social media monitoring, and to engage with potential influencers. Paid posts on Twitter can also have a powerful impact. One of our technology clients initially ruled out Twitter completely. We were able to prove they had a p[...]



Crushing Conclusions: Why Content Marketers Shouldn’t Skip the Ending

Mon, 09 Apr 2018 10:26:31 +0000

We marketing writers spend a lot of time crafting a piece of content. In fact, according to Orbit Media’s most recent blogger survey, most writers spend about three and half hours crafting one blog post—which is a one-hour jump from its first report in 2014, highlighting to me the focus on quality over quantity of output. But let’s be honest, regardless of how long we spend on a piece of content, we have our priorities in terms of how we spend that time. The title, while just a few words, is how we grab audience attention or entice the click. The introduction is how we hook the readers. And, of course, the body is at the heart of it all where we make good on everything we’ve promised in the headline and introduction. But when it comes to tying it all up with a solid conclusion, I’d argue that many of us aren’t giving that component the thought and care it deserves. In today’s crowded content landscape and increasing numbness to marketing messages, we can’t afford to leave any opportunity for engagement, connection, and conversions on the table. So for me, conclusions shouldn’t be an afterthought, but rather an essential marketing storytelling element for three main reasons—which is something I detail in this little video shoot I did with TopRank Marketing President Susan Misukanis. Take a peek at my video debut if you want the Cliff's Notes, but I encourage you to keep reading to get more depth and examples that can inspire the next piece you craft. src="https://www.youtube.com/embed/R4yykDUtCmA" width="560" height="315" frameborder="0" allowfullscreen="allowfullscreen"> 3 Reasons Conclusions Deserve Content Marketing Care #1 – Content consumption is bite-sized. First of all, it’s no secret that humans have short attention spans. How short? Roughly 8 seconds. And in an age of so much content at our fingertips, so much content that is ready to be consumed—it’s overwhelming. As a result—whether we’re curious about a new trend, researching something we may need to purchase, professional development—we often scan or skim content to get satisfy our need for credible, quality content in the shortest amount of time. All that said, there are absolutely moments when we’re willing to commit to diving deeper and give something our full attention—which brings me to my next point. #2 – If we’ve done our jobs and we’ve enticed a reader to the end, we absolutely want to leave them with something of value. At a minimum, you should be circling back to your main points to give your audience a great summary and then providing them with a next step. Depending on your industry, audience, topic and stage in the funnel, there’s a few different considerations here: The Engagement Play Keeping folks on-page and encouraging them to interact with the content. The easiest example here is asking a thought-provoking question that relates to the topic and gives readers a chance to lend their voice. Here’s an example from my recent post regarding Facebook’s latest algorithm changes and what they meant for influencer marketing. As you can read, there’s a summary, actionable next steps from a takeaway and other reading standpoint, and then a related question to encourage discussion. The Emotional Play Appealing to your reader’s emotions by leaving them with a little food for thought, inspiration or encouragement is a great way to reinforce every word up until that point and create a more personal connection. From my perspective, this route is especially great for thought leadership pieces. In my journalism days, one of my go-to tactics here was to end with a compelling quote from one of my sources. I’d bring it all back together and then frost it with an interesting, uplifting, or sometimes a little heart-wrenching quote to really drive it home. Here’s a subtle example from the *LinkedIn Marketing Solut[...]



Digital Marketing News: CMO Diversity Shortfalls, Goo.gl Retirement, Facebook’s New A/B Tests

Fri, 06 Apr 2018 10:30:25 +0000

Brands Fail to Meet the ANA’s Diversity Goals, Too Progress has been strong in CMO gender balance while ethnic diversity continues to face significant shortfalls, according to new research from the Association of National Advertisers and its inaugural CMO scorecard. While 45 percent of top marketer positions examined in the ANA member data were female, [...]

The post Digital Marketing News: CMO Diversity Shortfalls, Goo.gl Retirement, Facebook’s New A/B Tests appeared first on Online Marketing Blog - TopRank®.




To Gate, or Not to Gate? Answers to an Age-Old Digital Marketing Question

Wed, 04 Apr 2018 10:11:34 +0000

Modern marketers understand that quality, engaging and relevant content is at the core of any integrated digital marketing strategy. After all, in a world where consumers are increasingly self-directed in researching their options to make purchasing decisions, that quality, engaging and relevant content aids their journey and decision-making. But let’s face it. While marketers want to inform and engage their audience, they ultimately want to generate viable leads to meet their goals and grow their respective businesses. Oftentimes, that means deciding when, where and how to gate certain content assets. In fact, perhaps one of the most common questions we get from our book of clients is: “Should I gate my content?” The answer? It depends. It depends on your objectives. It depends on your brand or product’s maturity in the marketplace. It depends on your content ecosystem. It depends on the “content of the content.” And it depends on your lead nurturing capabilities. As a result, strategic decision-making is crucial, otherwise your content may never see the light of day. With that said, there are several situations where we believe gated content should be left off the table. #1 -  When you’re looking to build brand awareness. Simply put, if you’re hoping to get eyeballs on your content and drive traffic and on-page engagement, give your content away “for free.” If you’re an emerging brand or part of a younger or smaller company, brand awareness is an important step in building your audience. By providing your prospects with great, accessible content throughout the funnel, you can plant seeds and strengthen your perceived value—which can pay off later. For more established brands, you know that just because you have high visibility and a strong reputation doesn’t mean a focus on brand awareness is no longer necessary. Awareness is still key for growing your audience, staying top of mind or gaining share of voice when a new product or service is released into the wild. So, if you’re creating content with the goal of strengthening awareness at the top and middle of the funnel, leave it ungated. [bctt tweet="Simply put, if you’re hoping to get eyeballs on your content and drive traffic and on-page engagement, give your content away “for free.” - @Alexis5484 #DigitalMarketing #ContentMarketing" username="toprank"] #2 - When your brand, product or service is new to market. This point is particularly important for startups or rising brands in a competitive marketplace. For those pioneering a new field, you’re likely up against little to no demand for your product or service—meaning you’ve created a solution for a problem your audience doesn’t know they have yet. So, how can you expect someone to “pay” for content if they don’t know anything about your purpose, function or value? For those rising brands in more established sectors, you’re likely competing with well-known or long-standing brands the same share of voice. And while you may be desperate for leads, providing quality, relevant content for “free” is where you should start in order to stand out. #3 - When you don’t have quality, ungated content to bolster a gated asset. When you gate a content asset, you’re signaling to your audience that what you’re offering is of premium value; content that requires a bit of payment to be enjoyed. So at the very least, you need to ask yourself if the content is truly valuable and worthy of that payment. In addition, you need to make sure that your “free” content is up to par, too. Think of it this way: Your ungated content serves as an appetizer for your audience, allowing them to gauge whether their entree, a gated ask, may be worth it. So, it’s important to ensure you have a strong ecosystem of ungated content to bolster any[...]



SEO + Paid Search: An Aristotelian Lesson in Search Marketing Integration

Mon, 02 Apr 2018 10:20:09 +0000

The first search engine was created in 1990, over two millennia from when Aristotle, the famed Greek philosopher, walked the earth. Having never lived in a world that included a search engine, let alone paper, you might be wondering what advice Aristotle could possibly offer when it comes to search marketing, but one of his most famous quotes offers an invaluable lesson: “The whole is greater than the sum of its parts.”  Even in ~330 BC, Aristotle understood that combining two tactics together results in powerful outcomes that are greater than their individual parts. Adopting this classic teaching to your modern paid search and SEO tactics, means getting more bang for your buck in search marketing. For starters, integrating paid and organic search has been found to increase conversions by 200%, according to Search Engine Watch. If you want to maximize your potential return on your search marketing efforts, they need to work together. At TopRank Marketing, we believe integration makes the digital marketing world go round, bringing balance and harmony to your digital marketing efforts. To help you weave your paid search and SEO tactics together, we asked TopRank Marketing’s own search marketing philosophers, Joe Manier and Steve Slater, to share their advice and insights. A Complementary Pair Since we're being philosophical and metaphorical, paid search and SEO are the pizza and beer pairing of digital marketing. They’re both awesome in their own right, but in coming together, they give you a more satisfying meal. With “search” in the name of both tactics, you might already have an indication of why they make such a great pair. But in case you didn’t know, Joe and Steve give their reasons why they complement each other so well. “SEO and paid search are two ways of coming at the same goal of getting clicks from searchers you care about,” is how Joe explains it. For example, both tactics aim to earn high visibility in search results for target keywords. In order to reach that goal however, they utilize different strategies and techniques, allowing you to cover more ground in search results. “SEO is not a promotional strategy. When you need to get eyeballs to a webpage, SEO can take time and the results come slowly. But when you turn on a paid search campaign, you instantly get traffic to your web page. Using the two together leads to instant impact and long-term results,” Steve says. Not only do paid search and SEO go after similar goals, but they do it in two different ways, opening up the possibility of increasing your results exponentially. [bctt tweet="Paid search & #SEO are the pizza & beer pairing of #DigitalMarketing. They’re both awesome in their own right, but in coming together, they give you a more satisfying meal. - @aleuman4" username="toprank"] 4 Lessons from Our Own Search Marketing Philosophers To bring the two tactics together and get those high-flying results that Aristotle mentions, you need to use paid search to influence SEO and vice versa to create a truly synergistic relationship. To help you create that relationship, this is the advice that Joe and Steve have to offer. #1 - Use paid search to test your hypothesis. Because paid search is a way to “cheat” your way into a top ranking, you can actually glean a lot of insights from your search ads. Taking up the top four spots, ads receive a lot of impressions on search engine results pages (SERPs), giving you valuable information on what attracts clicks or conversions and what doesn’t. “I use paid search as a testing method for what content resonates with searchers. After a campaign has run, I can see what messages led to higher click-through rates (CTR) with each of our target audiences. Then, I apply those insights to title tags and meta des[...]



Digital Marketing News: New AdWords Tool, Global Digital Adspend Up, LinkedIn Video Filters

Fri, 30 Mar 2018 10:30:45 +0000

Google AdWords Releases New Keyword Planner Tool An updated and more feature-rich Google AdWords Keyword Planner tool has been released, including a newly-designed forecasts area showing a unified overview and the ability to add multiple keywords in bulk, all now available to anyone with access to the latest iteration of the AdWords experience. Search Engine [...]

The post Digital Marketing News: New AdWords Tool, Global Digital Adspend Up, LinkedIn Video Filters appeared first on Online Marketing Blog - TopRank®.




How to Survive the Social Media Midlife Crisis

Wed, 28 Mar 2018 10:30:34 +0000

Time moves faster on the internet. Last month’s memes are about as relevant as a 1920s vaudeville show. Even a bona fide viral phenomenon from just a few years ago seems quaint and dated. Twitter and Facebook are only 12 and 14 years old, respectively. But they’re aging at internet speed. And right now they’re having a midlife crisis. Instead of buying a sports car and taking up craft brewing, though, that crisis is manifesting as existential dread and intense soul-searching. The people who run the platforms are publicly examining their purpose and societal impact. More importantly, the people who use the platforms are asking tough questions: What am I getting out of my time spent here? Who is this platform structured to benefit? Should I be trusting my data with this platform? Is this a positive or negative thing I have let into my life? As marketers, we have to ask ourselves the same questions. And we should add one more: Is our social media marketing valuable to our audience? If we’re not adding value, we’re adding to the problem. Social media is in crisis right now. But that doesn’t mean marketers should abandon ship. It means we have to do our own soul-searching. We need to take our social media accounts off of autopilot and approach them mindfully. Here’s what marketers should consider as we weather the social media midlife crisis. How Does Your Social Media Marketing Make People Feel? A recent Hill Holliday report found that a majority of 18-24 year olds were at least considering abandoning social media. Over a quarter said that social media hurts their self-esteem or makes them feel insecure. Thirty-five percent said there was too much negativity, and 17% said they were considering quitting because social media makes them feel bad about themselves. Connecting with your brand on social media should make a person feel better. They should feel that your brand shares values with them, is paying attention to them, can help meet needs and solve problems. It’s worth evaluating what your brand is posting on social to make sure it’s helping spread positivity. The old days of scaring or shaming people into buying a product are more than over. The overarching message of any brand on social media should be some variant of: “This is what we’re like. If you’re like that too, you’re awesome. Here’s some help you didn’t even know you needed. Here’s something to make your day a little brighter.” [bctt tweet="Connecting with your brand on #socialmedia should make a person feel better. They should feel that your brand shares values with them, is paying attention to them, can help meet needs & solve problems. - @NiteWrites" username="toprank"] Is Your Brand Using Social Media to Be…Well…Social? Let’s be honest with ourselves, shall we? No one opens their Facebook app saying: “Gosh, I hope I have some satisfactory brand interactions today.” People use social media to connect with other people — you want to see if your high school best friend had her baby, check out your uncle’s kitchen remodel, or see pictures of your parents’ second honeymoon. Most brands on social media have been pretty lousy at giving people that type of person-to-person interaction. Which explains why people are moving their conversations out of the public eye, into private groups in apps like Facebook Messenger and WhatsApp. How can brands be more social on social media? It starts with transparency and honesty. I love Wendy’s’ sassy Twitter account as much as the next jaded Gen X’er, but snark only takes you so far. Use your social media posts to introduce the people behind your brand and the values they stand for. Then aim for meaningful interaction: When someone reaches out [...]



Better Together: Why Your Content Marketing Campaigns & Always-On Programs Should Work in Harmony

Mon, 26 Mar 2018 10:30:12 +0000

Regardless of industry or niche, nearly all B2B marketers—91% to be exact—are focused on leveraging content marketing to reach, resonate and inspire audience action. But budget and resource constraints and lofty lead generation goals—not to mention increasing buyer numbness to marketing messages and the extinction of organic visibility on social media—means you have to get scrappy when designing a content marketing strategy that drives toward business goals. Oftentimes, this leads brands and marketers to focus on content marketing campaigns to quickly generate buzz, spike awareness and foster audience engagement. However, in our experience, campaigns alone will not help you reach your short- and long-term marketing goals. Why? They’re simply not sustainable. Campaigns create spikes in activity that can quickly die out if there’s not a significant investment in ongoing promotion—specifically paid promotion. But does that mean it’s time to drop campaigns from your marketing mix? Absolutely not. Quite the opposite, actually. Campaigns should be intertwined with an overall, always-on strategy to create marketing harmony and get the ultimate value out of all your efforts. Below I highlight a few reasons why. #1 – Integration enhances your nurturing capabilities. Content marketing aims to create multiple touchpoints with your audience whenever and wherever they’re searching—and wherever they may be in the funnel. Campaigns can absolutely drive valuable spikes in traffic, engagement, or conversions, as well as help you target specific audiences or verticals. But you need to be able to nurture the audience you’ve built beyond the confines of the campaign—otherwise you’re not only wasting your budget, but also leaving longer-term value and opportunity on the table. By building campaigns as part of your overall strategy, you can nurture your audience or leads more effectively, as well as enhance the buyer’s journey. [bctt tweet="By building campaigns as part of your overall #ContentMarketingStrategy, you can nurture your audience or leads more effectively, as well as enhance the journey. - @Alexis5484" username="toprank"] #2 – Integration helps you get the most out of your campaigns. Campaigns are often used for promoting a new idea or product, or generating or leveraging the buzz around an industry conference, event or hot topic. But once the newness wears off or the event passes, your campaign can become stale if you fail to iterate on the content or neglected to consider how it could enhance your other efforts. Regardless of how successful your campaign is, your work shouldn’t stop once you’ve released everything into the wild. You want the momentum to continue so you should be continually optimizing your campaign for maximum performance and longevity. But campaign content is also the perfect repurposing candidate, helping fill your editorial calendar, find opportunities for extending the conversation, and enable you to experiment with other content forms—all while helping you keep the people, trends or topics covered in the campaign top-of-mind. The bottom line here is that you can get more out of your campaign by thinking strategically about how the content can be refined and used again and again to drive continued success. [bctt tweet="You can get more out of your #contentmarketing campaign by thinking strategically about how content can be refined and used again and again to drive continued success. - @Alexis5484" username="toprank"] #3 – Integration helps you build stronger influencer relationships. If you’re looking to add influencers to your marketing mix, a campaign featuring influencer talents and perspectives can be a great st[...]



Digital Marketing News: More Constantly Online, Google’s Digital Graffiti, AI’s Big Data Push

Fri, 23 Mar 2018 10:30:31 +0000

Roughly One in Four Americans is Online ‘Constantly’ More than a quarter of U.S. adults consider themselves online “almost constantly” according to survey data recently released by the Pew Research Center, a figure that jumps to nearly 39 percent for younger people in the 18-to-29-year-old age group, and Kurt Wagner looks closely at some of [...]

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54 Artificial Intelligence Powered Marketing Tools

Wed, 21 Mar 2018 10:07:29 +0000

The expression, “Marketers are data rich and insight poor” is more true today than ever. Marketers all over the world are working to optimize marketing operations and effectiveness using their abundance of data. Many are turning to tools and platforms powered by artificial intelligence and machine learning. AI promises to make sense of all the [...]

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3 Reasons B2B Marketers Need Optimized & Influencer Activated Content

Mon, 19 Mar 2018 10:12:15 +0000

We’ve all read the headlines about the death of organic social media and BuzzSumo’s recent report on the huge drop in social sharing reinforces the news that the free for all days of social media are coming to a close. Add to that the distrust of branded content and advertising and it’s easy to see [...]

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Digital Marketing News: YouTube Beats Facebook, Twitter Verify for All, Gen Z Bailing on Social

Fri, 16 Mar 2018 10:13:58 +0000

Social Networking Platforms’ User Demographics Update 2018 –  The most widely-used social media platform in the US isn’t Facebook. It’s YouTube. This new report from Pew Research explores data from the top social networking platforms for 2018 including YouTube, Facebook, Instagram, Pinterest, Snapchat, LinkedIn, Twitter and WhatsApp. MarketingCharts Forrester Says Only 15% of B-to-B Marketers Are [...]

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B2B Podcasting: What, Why and How

Wed, 14 Mar 2018 10:30:11 +0000

Okay, B2B marketers, time for a pop quiz: Which content marketing tactic can hold an audience’s attention for a half hour or more at a time? Which tactic inspires an audience to subscribe to your content and make a regular appointment to consume it? Which tactic can help boost thought leadership, raise awareness and engage influencers in your industry? Which tactic is in the title of this blog post? The answer, of course, is podcasting. These long-form audio programs first emerged in the early 2000s. Back then, they were a niche format for hobbyists and tech nerds (like me). But the rise of the smartphone brought podcasts to the masses. Now, there are hundreds of hours of programming available on every conceivable subject, in every genre from true crime to horror to musical.  But we haven’t hit content shock for podcasts — it’s still a growing market. If your brand is looking to boost thought leadership and reach a new audience, now is the perfect time to add a podcast to your content marketing mix. Here’s what you need to know to get started. What Is a Podcast, Anyway? There’s a wide variety of types of podcast out there, so it can seem tricky to find a definition that covers everything. Some are live interviews or panel discussions; some are fully scripted and produced audio plays; some are cryptic monologues about a bizarre southwestern town.  But they all share two attributes: There are multiple recordings for each title, and They’re organized in an RSS feed you can subscribe to. Whatever genre the audio is, whatever platforms it’s available on, as long as you have multiple recordings brought together by an RSS feed, you have a podcast. Why Should B2B Content Marketers Care about Podcasts? The way that people consume podcasts make them an ideal channel for your high-quality content. People tend to listen while working out, driving, cooking dinner — in other words, podcasts fill sizable chunks of otherwise idle time. You wouldn’t expect someone to read your white paper or eBook during their morning commute, but they might settle in with your latest episode. The demographics for podcast listeners are attractive for B2B marketers, too. Edison Research’s Podcast Consumer 2017 report found that: 24% of people ages 18-54 listen to podcasts monthly Podcast listeners are almost evenly split between men and women Podcast listeners tend to be affluent, educated consumers In the 25-54 demographic, monthly listening has grown year over year for the past four years In other words, your target audience is likely spending a significant amount of time listening to podcasts already. And those who already listen to at least one podcast are likely to be on the lookout for more. What Marketing Goals Can a B2B Podcast Serve? Podcasts work best for the attract and engage phases of the customer journey. You can use your podcast to build brand awareness and establish thought leadership in your industry. Thoughtful, valuable content can help your brand stand out from the competition, and encourage listeners to build a relationship with the brand. The most successful B2B podcasts tend to be in the Q&A or panel discussion style. Hosts can welcome new guests each week to share their insight. This type of format is perfect for influencer marketing: You can boost your internal subject matter experts, form relationships with influencers in the industry, even feature your potential prospects. The Dell Luminaries* podcast is a great example of thought leadership B2B podcasting. Each episode features a guest with useful — and oft[...]



4 Integrated Content Marketing Insights From the Trenches of Online Dating

Mon, 12 Mar 2018 10:30:06 +0000

Left. Left. Left. Right. Left. No, this is not an army drill. These are the swiping habits I’ve picked up from my time online dating. Done in a split second, I can swipe faster than most people can snap their fingers. If you’ve ever dabbled with dating apps or online dating, you know that these [...]

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