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9 Upcoming Events to Learn All About Content and Influencer Marketing

Learn Content Influencer marketing

According to a new study from eMarketer, in 2018 nearly nine in 10 business-to-business (B2B) companies in the US will use digital content marketing. At the same time, influencer marketing has become one of the hottest topics in the marketing world: The L2 from Gartner reports that over 70% of brands used influencers in their 2017 marketing plans and 95% found them to be effective.

We know how this goes in marketing: a strategy or tactic becomes popular with every opportunist repeating the echo chamber of best practices until it’s unclear what’s really relevant for your business.

We’re seeing firsthand, the impact content and influence is having on marketing and have been working with many of the top B2B brands in the world to plan, implement and optimize content marketing programs with highly credible and connected influencers.

That expertise didn’t happen overnight. We’ve been working hard on B2B influencer marketing strategies, process and workflow, measurement and reporting for the past 6 years. In addition to helping clients develop and implement influencer content programs, we’re also teaching our community about this impactful intersection of disciplines.

In fact, over the next 2 1/2 months there are 9 events happening online and in cities including Scottsdale, Boston, San Francisco, Ft Lauderdale, San Diego and Minneapolis where you can learn the strategies and tactics of influencer and content marketing, presented by team members from TopRank Marketing. Find one that works with your schedule.

B2B Marketing Exchange
Feb 19-21: B2B Marketing Exchange – Scottsdale, AZ  #B2BMX

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Not only are Millennial aged professionals more trusting of social influencers when making purchase decisions, they’re also more likely to participate as influential content creators. B2B brands that can master working with internal and external Millennial talent to co-create content and engage on social channels will reap rewards now and into the future.

This presentation by Lee Odden of TopRank Marketing and Alexandra Rynne of LinkedIn Marketing Solutions will help B2B marketers understand the influencer marketing opportunity with Millennials in multiple ways:
– Understand influencer engagement models from seasoned brandividuals to rising star Millennials
– Bust myths about working with Millennials and how B2B brands can create win/win relationships
– Learn from examples of B2B influencer content in action

Demand Gen Strategies Summit
Feb 22: Demand Generation Strategies Summit (BrightTalk) – Onlin
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Content and influencer marketing are hot topics for B2B marketers all over the world as two of the most promising strategies for attracting, engaging and converting ideal customers. What many marketers don’t realize is how collaborating with influencers can create even more credible, relevant, and optimized experiences for target accounts. Join Lee Odden to learn how working with influencers and their communities can help scale quality B2B content that gets results.

Digital Transformation Days - SEMRusn
Feb 22: Digital Transformation Day (SEMRush) – Online  #DTDconf
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Barry Schwartz, President of Rusty Brick, News Editor of Search Engine Land and Executive Editor of Search Engine Roundtable will interview Lee Odden and Lee will interview Barry about trends in the search and digital marketing world.

SMMW
Feb 28 – Mar 2: Social Media Marketing World – San Diego, CA  #SMMW18
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Content marketing and influencer marketing are hot topics for marketers all over the world as two of the most promising strategies for attracting, engaging and converting ideal customers. But how do you find the right influencers? What kind of content should you collaborate on? How do you best measure influencer and content success? Join Lee Odden to learn from his experience working with brands big and small to develop efficient and effective formulas for influencer content success.

everything content minneapolis
Mar 22 – Everything: Content – Minneapolis, MN
|8d509d422bcdd03d2a3293a5392d4ffe|For years we’ve seen celebrities plastered on magazine covers, perform in television ads and pimp out their social media networks for pay. But is that really influencer marketing?

What if instead, there a way for B2B and B2C brands alike to develop a structured influencer driven content program that is less about paying a famous face and more about helping your audience see themselves in the content that you create?

This presentation from Ashley Zeckman will cut below the surface to uncover top ways to work with influencers in order to create a memorable content experience for your customers, build brand authority and generate marketing ROI.

Three key things the audience will be able to do after attending this session:
– 3 stories of content + influencer marketing success
– Key steps for creating a stellar experience for influencers and customers alike
– Scrappy ideas for co-creating with influencers

AMA Iowa
Apr 4, American Marketing Association Iowa Event – Des Moines, IA

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For years celebrities have been gracing the covers of magazines, acting in commercials and pimping out their social media profiles for pay. But should that really be considered influencer marketing?

While it may seem like B2C brands have influencer marketing all figured out, there is even more opportunity for B2B brands to begin building meaningful influencer relationships.

One way to do that is by developing influencer driven content programs. These programs provide a unique opportunity reach and build credibility your audience by working with experts that they can relate to and trust. In this presentation, Ashley Zeckman will share:
– A dive into 3 stories of successful content and influencer marketing in action.
– Steps for creating a stellar experience for your audience and your influencers.
– Scrappy ideas for collaborating with influencers when you have limited time and resources.
– Bonus: Formulas for determining content and influencer marketing ROI.

Pubcon
Apr 11-12: Pubcon Florida – Ft Laudedrale, FL  #Pubcon

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The converging roles of PR and communications with content and marketing is creating rapid demand for new strategies, skills and expectations. As earned and owned media intertwine, communications professionals who fast track their ability to adapt and evolve will gain a competitive advantage in their roles in the new world of PR.

In this session, you’ll learn tested and proven models, strategies and tactics for content marketing based on an integrated and cooperative approach. Some of the key learnings include:
– Content marketing and what it really means for earned, owned and shared media.
– How content co-creation enables content quality at scale.
– Redefining what influence and working with influencers mean for content.
– Key opportunities to integrate the best of PR and marketing for meaningful digital communications that deliver an impact

Marketo Marketing Nation Summit
Apr 29-30: Marketo Marketing Nation Summit – San Francisco, CA  #MKTGNATION

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Without content, there wouldn’t be any search engines and yet most marketers treat content as if it were simply a tactic for SEO. Content is the fuel that powers all forms of media on all digital channels where customers engage. The most successful marketers approach digital marketing with a customer and content-centric approach that integrates with SEO, social media, influencers and advertising in a way that helps the brand become “the best answer” wherever customers are looking. This presentation from Lee Odden focuses on how to plan, produce, promote and optimize content as a marketing approach that works with or without search engines. But definitely better with search engines. 🙂

Content Marketing Conference
May 2-4: Content Marketing Conference – Boston, MA  #CMC18
The Keys to Successful B2B Content and Influence Programs
While only 11% of B2B companies are implementing ongoing influencer marketing programs, 55% of marketers plan to spend more on influencer marketing in the coming year. Even with growing budget commitments, many B2B brands are not entirely sure about how to execute influencer marketing. Fortunately, brands with mature influencer marketing programs like SAP are elevating the practice. In this presentation with Lee Odden, CEO of TopRank Marketing and Amisha Gandhi, Head of Influencer Marketing at SAP, you will learn through several examples about the strategies and best practices that can unlock success for an Enterprise B2B content and influencer marketing program.

Whether you would like to learn most about Millennials and B2B influencer marketing or content integrated with influence, SEO and social media, there’s a topic for you in the schedule above. Not only can you learn from Ashley Zeckman and myself, but our clients from LinkedIn and SAP are presenting as well.

If you are already attending one of the events above, please do be sure to let us know!


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The Latest Evolution of Facebook: The Marketing Low-Down on 5 Recent Changes

Latest Facebook Updates 2018

Latest Facebook Updates 2018

From the Russian ad debacle to the Cambridge Analytica scandal to suffering a major stock price blow just a few short weeks ago, Facebook has been making less-than-stellar headlines the past few months. Users are concerned about their privacy and how their data is being used—and brands and marketers are wondering whether the platform will continue to be a viable advertising and engagement platform.

In an attempt to rebuild trust, ensure better data protection and transparency, the social network is doubling down, again, on their commitment to improving the user experience and creating a fun, respectful community.

As all marketers will remember, the quest to improve user experience started way back in 2015, with the announcement it would be making refinements to its News Feed to strike a better balance between friends, public figures, publishers, businesses, and community organizations. That continued in the summer 2016 with more updates favoring friends and family content—and was still on the move when the first scandal broke later that year.

Of course, these changes didn’t do marketers and brands any favors in the organic reach department. Organic reach had already been declining, and these moves have nearly eliminated its potential. And now, more changes have arrived, presenting new challenges as well as some opportunities.

Below we share the low-down on five of such recent or rolling out changes, what they mean for social media marketers, and some potential next steps to take.

1. A New News Feed

Once again, the News Feed is getting a facelift—a big one. While Mark Zuckerberg announced back in January 2018 that changes would be rolling out throughout the year, a “major update” was announced in April, which Director of Product Management, Mark Hull, details in the video below:

Essentially, meaningful person-to-person interaction is what will carry the News Feed ranking weight, and person-to-page interactions will continue to be second tier. Oh, and Facebook expects people to spend less time on the platform.

This sounds pretty scary for marketers. Most have adapted their strategies to zero-in on fostering engaging discussion, as well as throwing spend behind Facebook’s ad platform (which is also changing and we’ll get to that later).

But before you eliminate Facebook from your marketing mix, there are a few opportunities to consider:

Working with influencers: With Facebook continuing to elevate content from individuals, there may be no better time to start building relationships with industry influencers and thought leaders that you can collaborate with on content.

Read: Death of Organic Reach = New Opportunities for Influencer Marketing

Facebook Groups: As my colleague, Nick Nelson, reported not too long ago, while groups have long been available as a feature on Facebook, the brand-driven “Facebook Groups for Pages” were just rolled out last year. And some brands are seeing traction with them, but this isn’t something you leap into without being thoughtful.

Read: The Question on Many Marketers’ Minds: Should My Brand Start a Facebook Group?

Facebook Stories: Very recently, Facebook insiders asserted that Facebook Stories may very well be the future of connection on Facebook. Once again, as Nick Nelson pointed out: “Facebook Stories are intriguing because they offer a real chance to capture part of a user’s attention — maybe even more than the minimum amount.” And early adopters may secure an advantage.

Read: The Future of Connection on Facebook: How Stories May Change the Marketing Game

2. Stricter Ad Targeting

As of late, most of Facebook’s critiques are a result of their advertising products and practices. By increasing the targeting capabilities of their advertising products, Facebook arguably put users’ privacy at risk. To help correct that perception and protect user privacy, Facebook is making several changes to their advertising platform.

One such update was released in early July, requiring advertisers to state where they acquired people’s information for their custom audiences. Instead of simply uploading a list of emails you want to target as a custom audience, Facebook wants advertisers to take extra steps to ensure those emails came from a reputable source and that the audience has consented to those ads. With this change, Facebook hopes to improve transparency with users about why they see ads from certain brands and how they received their information.

New Facebook Ad Disclaimer

(Credit: Facebook)

In addition, Facebook has also disabled their Partner Categories product, which provided targeting capabilities from third-party data providers to advertisers. This limits advertiser insight into user behavior outside of Facebook (e.g. purchasing activity), making ads appear more natural to users and less “big brother.”

From our perspective, this is good news. Consumers are increasingly wary of marketing and advertising messages and this move can help strengthen the credibility and relevance of your ads and brand. Of course, this is all assuming you can and do confirm your custom audience lists and sources fall within the new guides.

So, if you haven’t already, take the steps to review your custom audience lists and their sources. You need to be able to state if you received the information directly from your audience, a partner, or a combination. If you used a data provider like an advertising or marketing agency, double check that they’ve acquired the data honestly and they agree to Facebook’s Terms of Use.

3. New Data History Tools

Now more than ever, people want control over their data. They want to know what information is stored, who has access to it, and they want to be able to delete it.

Recognizing this need, Facebook announced a new feature called Clear History that will be released “soon.”With this new feature, Facebook is giving users the ability to see the websites and apps that store information with Facebook, and delete that information from their account.

However, Facebook will still retain aggregated analytics, but no personally identifying information will be contained.

“We’ll still provide apps and websites with aggregated analytics – for example, we can build reports when we’re sent this information so we can tell developers if their apps are more popular with men or women in a certain age group,” Facebook says. “We can do this without storing the information in a way that’s associated with your account, and as always, we don’t tell advertisers who you are.

What exactly does this mean for marketers? If you use Facebook plugins on your website (think Facebook Pixel or “Like” buttons on websites), your audience can now see and delete the information that the plugin collects; meaning it won’t be connected to their profile any longer.

Obviously, if users take advantage of this when it rolls out, clearing their history could be problematic for marketers, and maybe even users. For marketers, it will be incredibly difficult to target these folks with ads. For users, that could mean an uptick in irrelevant ads for a time.

However, the eventual upside for advertisers could be the “re-learning” that needs to happen after a history cleanse, which can lead to a more relevant and accurate look of who your audience is.

4. Poor Customer Feedback = Ban

A poor customer experience really sours your impression of a brand. An to ensure that ads on Facebook lead to positive shopping experiences, and not negative ones, Facebook will now ban brands that have low customer satisfaction ratings from advertising on their platform.

For example, if users give you too many frowning faces shown in the rating system below, Facebook will reject your ads.

Facebook Negative Review Example

(Credit: Facebook)

Before you become too concerned, however, Facebook says it will: “Share feedback directly with businesses that receive high volumes of negative feedback and will give them a chance to improve before taking further action. If feedback does not improve over time, we will reduce the amount of ads that particular business can run.”

So, even if you receive negative ratings, you will have an opportunity to make improvements to prevent being banned.

The opportunity here is obvious. The better customer experience you provide, the more successful your marketing efforts will be. For Facebook ads, this is rooted in focusing on clarity and honesty within your ads.

At a minimum, Facebook suggests taking steps to ensure your ads aren’t misleading. In addition, use images or videos to make it very clear what you are selling and what you are selling it for. It’s also a good idea to set clear expectations for how users will receive your product or service. By setting clear guidelines, you’re more likely to meet customer expectations, leading to more positive user ratings. For more insight, read Facebook’s tips on how to improve customer feedback.

5. All of Your Ads, Exposed

Knowing the organization behind an ad is important. Otherwise, users might not trust the content of the ad. So, to increase ad and page transparency, Facebook now allows users to see all of the ads any page is running within their partner network.

This includes ads on Instagram, Messenger, and the rest of the Facebook partner network. In addition, even if pages aren’t advertising, Facebook will provide more information about a page including name history and the date the page was created. Together, these changes aim to give users more information about an organization so they can decide if an ad is credible or not.

Facebook Ad Transparency

(Credit: Facebook)

For marketers, this change isn’t a bad thing — it may even mean more eyeballs on your advertising content. However, marketers should still be thoughtful about how their ads will be perceived by individuals outside of their target audience.

For example, even if an ad isn’t specifically designed for or served to them, users can still review (and report) your ads. As a result, you need to take extra steps to make sure your ads are consistent, clear, and friendly for all.

The Life Force of Facebook

Long before the scandals and latest privacy concerns, Facebook has been rooted in evolution. Just think what the platform started as and has become. So, while the recent and coming changes seem pretty fierce, I think it’s safe to say we were already on that trajectory. And there’s probably more to come.

Since the major changes that impacted advertisers and brands began rolling out in 2015, Facebook has maintained their actions are all in the interest of creating a better user experience. And at the end of the day, that’s what the goal of any marketer is in their quest to nurture their audience and aid them on their customer journey.

So, it’s OK if you’re a panicked, disheartened, or simply irritated. But, at this point, the platform still holds marketing opportunity, marketers just need to adapt their social media marketing strategies, try new features and avenues, and work hard to ensure they’re part of providing that great user experience.

Looking for more social media marketing news, tips, and insights? Check out all of our recent social media-related blog posts.

The post The Latest Evolution of Facebook: The Marketing Low-Down on 5 Recent Changes appeared first on Online Marketing Blog - TopRank®.

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