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Last Build Date: Mon, 23 Apr 2018 10:30:59 +0000

 



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 often fascinating — thoughts to share with the audience. Some guests are internal experts at Dell, while others are influential entrepreneurs and executives from across the tech industry. Since podcasts have a low barrier of entry, they’re a good way to reach a niche audience, too. SAP’s recently-launched Customer Support Podcast * is a worthy example. Each episode features quotes from a wide array of influencers, internal and external. These podcasts succeed because they do what a[...]



Do You Really Need Another Blog Post? Why Content Marketing Needs More Flexibility

Mon, 13 Nov 2017 11:30:50 +0000

For at least a decade, the 500-word blog post has been the atomic unit of content marketing. Marketers like Joe Pulizzi and Marcus Sheridan built their entire careers on blogging. In Joe’s case, he started the blog without a business plan or a product, and developed both after building an audience through insightful, valuable blog [...]

The post Do You Really Need Another Blog Post? Why Content Marketing Needs More Flexibility appeared first on Online Marketing Blog - TopRank®.




How to Make the Switch to Content-Driven SEO #MNBlogCon

Mon, 16 Oct 2017 10:30:05 +0000

TopRank Marketing’s Joshua Nite made his debut on the speaker circuit this past weekend at the 8th annual Minnesota Blogger Conference held at Concordia University in St. Paul. Charming the crowd with his unique brand of wit, creativity, mad content marketing expertise, and numerous “cats with hats” references, Josh delivered a The Good Place-themed presentation [...]

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How Does Your Garden Grow? How to Create and Maintain Evergreen Content

Mon, 24 Apr 2017 10:30:29 +0000

Every good gardener knows there are two types of flowering plants: Annuals and perennials. Annuals bloom once and have to be replanted the next growing season. Perennials stick around; they continue to flower year after year. Most blog posts are annuals. You publish them, they generate views and shares for a while, and then they [...]

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In a Content Marketing Slump? Spice up Your Program with These Tips

Wed, 08 Feb 2017 11:30:32 +0000

How can you turn out haute cuisine content on a fast food production schedule? Your content team—especially if it’s a team of one—can be on the hook for creating a vast quantity of content. Between sales enablement, eBooks, white papers, and blog posts, it can be overwhelming. The temptation to churn out uncreative but passable [...]

The post In a Content Marketing Slump? Spice up Your Program with These Tips appeared first on Online Marketing Blog - TopRank®.




Mastering the Art of Blogging: 6 Recipes to Help You Become A More Successful Content Creator

Mon, 17 Oct 2016 10:30:01 +0000

Last Saturday, Ashley Zeckman presented to a packed room of bloggers and shared a presentation titled: Mastering the Art of Blogging: 6 Recipes to Help You Become A More Successful Content Creator at the annual MN Blogger Conference. The MN Blogger Conference offers a great opportunity for bloggers and content marketers to gather and learn [...]

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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 [...]

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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 [...]

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20 Must-Have Content Marketing Tools for Writing Better Blog Posts

Wed, 17 Aug 2016 10:30:30 +0000

Fans of high culture rejoice. We have finally realized our potential as a species. We have reached the pinnacle of creative expression. That’s right. MacGyver is getting a reboot. For those of you born in the 90’s, MacGyver was a TV show starring Richard Dean Anderson and his amazing mullet: Breathtaking, isn’t it? MacGyver was [...]

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9 Dos & Don’ts for Writing Compelling, Clickable Headlines to Draw in Your Audience

Tue, 09 Aug 2016 10:30:04 +0000

Well, hello there. I’m so glad you’ve stopped by the TopRank Marketing blog today. I’m pretty sure I know why you’re here — you’ve been searching high and low for the most adorable cat video of the day. Well, here it is: Okay. Okay. Just kidding. But I really do know why you’re here. You’re [...]

The post 9 Dos & Don’ts for Writing Compelling, Clickable Headlines to Draw in Your Audience appeared first on Online Marketing Blog - TopRank®.




Boost Content Marketing Results & Learn How LinkedIn Grew Their Blog by 30X

Wed, 03 Aug 2016 10:30:52 +0000

Conversations between digital marketers are always abuzz with the latest, greatest and most innovative content marketing techniques. Everything from different content types, to the newest ways to promote content are never far from their lips. There is no doubt that content plays an incredibly important role as part of an integrated digital marketing program. And [...]

The post Boost Content Marketing Results & Learn How LinkedIn Grew Their Blog by 30X appeared first on Online Marketing Blog - TopRank®.




Content Marketing: 5 Unexpected Places to Find Inspiration for Your Blog Content

Tue, 16 Feb 2016 11:30:50 +0000

Creative inspiration is like a butterfly: It’s beautiful from a distance, but full of weird insect parts up close. Sorry, let me try that again. Creative inspiration is like a butterfly: Sometimes it seems like no matter how far you stretch, it flutters above your head, beautiful but just out of reach. Sure, you could [...]

The post Content Marketing: 5 Unexpected Places to Find Inspiration for Your Blog Content appeared first on Online Marketing Blog - TopRank®.




3 Examples of Brands Using Podcasts to Increase Sales, Offer Value & Build Audiences

Thu, 28 Jan 2016 11:30:30 +0000

[Note From Ashley: TopRank Marketing team members Debbie Friez and Joel Carlson recently attended a Minnesota Interactive Marketing Association (MIMA) event in Minneapolis and collaborated to bring you the insights below from the event.] Long gone are the leisurely evenings and weekends where people disconnected from the outside world and made time to relax. Today’s [...]

The post 3 Examples of Brands Using Podcasts to Increase Sales, Offer Value & Build Audiences appeared first on Online Marketing Blog - TopRank®.




How to Write for People: 5 Ways to Create Connections & Personality in Your Content Marketing Efforts

Tue, 26 Jan 2016 11:30:09 +0000

Greetings, humans. It is I, a fellow human and certainly not a trench coat full of cats posing as human. I would like to tell you how to show personality in your writing so other cats—I mean, humans, like me—will enjoy reading it. All cats aside, it’s surprisingly easy for marketers to forget that we [...]

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12 Content Marketing Lessons Learned in 12 Years of Blogging

Mon, 28 Dec 2015 11:00:17 +0000

Happy 12th Birthday to TopRank Marketing’s Online Marketing Blog! In Malcom Gladwell’s book, Outliers: The Story of Success, he mentions the “10,000-Hour Rule”, which describes the key to achieving world class expertise in any skill as a matter of practicing for a total of 10,000 hours or so. By many definitions, this humble marketing blog [...]

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Need Help With Content Topics? 5 Places To Find Inspiration For Blog Posts

Wed, 18 Nov 2015 11:30:17 +0000

Blogging is a low to no-cost way for marketers to create owned content on a consistent basis. A consistent blogging schedule of high quality information creates a great way for your customers and prospects to gain a better understanding of how you can help them and the smarts that exist within your organization. In fact, [...]

The post Need Help With Content Topics? 5 Places To Find Inspiration For Blog Posts appeared first on Online Marketing Blog - TopRank®.




How to Create Content that Abides, Dude: Content Marketing Lessons from the Big Lebowski at #MNBlogCon

Tue, 17 Nov 2015 11:30:44 +0000

Does pondering content marketing strategy make you feel a little out of your element? Are you missing the key components that really tie a strategy together? Do you sometimes feel like stepping away from the laptop, pouring a White Russian, and zoning out to Creedence Clearwater Revival? You’re not alone. Only 30% of B2B marketers [...]

The post How to Create Content that Abides, Dude: Content Marketing Lessons from the Big Lebowski at #MNBlogCon appeared first on Online Marketing Blog - TopRank®.




Content Marketing: Make Your Content Shine with These 4 Editing Tips

Thu, 05 Nov 2015 11:30:46 +0000

A few years ago, best-selling author and wizard-ninja hybrid Seth Godin said, “content marketing is the only marketing left.” The industry took him at his word. Over the last decade, marketers have devoted ever more time and energy to creating content. This year, 76% of B2B marketers plan to produce more content next year than [...]

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The Mortified Marketer: 8 Lessons To Help Evolve Your Content Marketing Strategy

Tue, 04 Aug 2015 10:30:58 +0000

Blogging, Day 1 Dear Diary, Today I wrote my first blog post. Everyone is going to love it! I am going to blog every day. Blogging, Day 10 Dear Diary, I can’t think of anything to write. I’ve published one post, and the only person that read it was my mom. The format above may [...]

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5 Common Writing Clichés to Avoid for Better Content Marketing

Tue, 14 Jul 2015 10:30:35 +0000

Every piece of content we produce as marketers makes an implicit promise to our audience. From beginning to end, each asset that is researched, created and published should be interesting, relevant, help solve a current pain point. The content will be informative, easy to read and provide value. We must honor that promise to hold [...]

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