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A Non-Agency Guy Reflects on His First Year at TopRank Marketing

TopRank Marketing Team

TopRank Marketing Team Liking where you work is not an optional luxury. At least it sure shouldn’t be. Spending 40 hours of every week at a place you dread is a tough way to go through any stretch of life. I’ve been there and I’m sure many of you have as well — especially if you work in digital marketing, which can often be a fast-paced, demanding, and stressful field. So last year, when I decided to pursue a new professional venture, finding the right culture fit was a huge priority for me. As I started exploring the possibility of joining the TopRank Marketing team, I had some reservations; not because of anything specific to the company, but because it’s an agency. I hadn’t work at agencies much in the past. I was familiar with the stereotypes, the paradigms, the lamentations. While confident in my skill set being very applicable in this world, I couldn’t help but wonder if it was the right world for me. Would the constant reality of client demands stifle my creativity? Would the permeating structure of workflow management systems prove suffocating? Would I be intimidated as a newbie working alongside people who’ve been in such a setting forever? Well, as you can tell, I took the plunge. And I’m very glad I did. I’m coming up on my one-year anniversary here at TopRank Marketing and can happily say that up to this point, it has been an extremely rewarding experience, unhindered by those negative agency archetypes mentioned above. If you’re a talented writer, strategist, SEO or analyst considering a career move, I highly recommend checking out TopRank Marketing — even if you’ve never worked in an agency. Here are five reasons I’ve felt right at home.

#1 – Business Casual

I’m not just talking about dress code. The environment here here strikes the right balance between business and casual. In the years prior to coming aboard, I’d spent time working downtown at a big corporate bank as well as at an ultra-leisurely tech startup, so I’ve experienced both ends of the spectrum and didn’t love either extreme. I know from speaking to others that certain agencies can veer a little too far in the direction of informality, with flip-flops and Monday morning mimosas and lax attendance standards. From my view, these kinds of things can quickly become distractions, preventing people from being seriously focused on their work. At TopRank Marketing, the vibe is laid back enough that it’s always comfortable and easygoing, but not so much that anyone is apt to lose sight of their duties or commitments.

#2 – Cool Clients

Working with big-league clients also helps us keep our eyes on the prize. One thing that has become quite clear to me in my time at TopRank Marketing is that we are very deliberate about the businesses we engage as an agency. There’s a strong emphasis on finding the right fits and aiming high. Partnering with recognizable and respected enterprise companies such as Dell, LinkedIn, and SAP keeps us on our toes and challenges us to raise the bar. I’m continually impressed by the innovation and big thinking on display in these organizations. During client meetings, I get to interact with sharp people and I find there’s a high degree of mutual respect. I haven’t personally encountered exasperations with companies that just don’t “get it,” which I hear a lot about from friends and peers working at other agencies.

#3 – Awesome Team

Not only do our clients keep me on my toes — so do my coworkers. To me, this is probably the most invigorating aspect of working at TopRank Marketing. Each day I get the chance to absorb knowledge from tremendously adept and skilled pros in various disciplines. This is by design; attracting and retaining high-caliber talent is central to our operation. The collaborative culture enables our team to collectively reach new heights. I’m fortunate to build out my own expertise by learning from our specialists in search, SEO, strategy, analytics, design, content and more. Hopefully I’m able to impart some of my own knowledge as well. 

#4 – Growth Opportunities

Just a few months after starting here at TopRank Marketing, I was able to attend Digital Summit Minneapolis and rub shoulders with some of the industry’s biggest names as a representative of our agency. It was a cool opportunity right out of the gates, and speaks to the windows that are opened for anyone with such aspirations. I’ve also gotten to write several times for the renowned TopRank blog, providing me with a platform for visibility and brand-building in the marketing community.   As employees we are adamantly encouraged to branch out, gain new competencies, take on speaking engagements, and become public faces for the agency if they show that initiative. There’s a very legitimate and earnest focus on personal development that I believe to be rare.

#5 – Taking Pride

It’s honestly cool to tell people where I work. I’ve quickly learned that TopRank Marketing has a stellar rep, fueled in large part by our CEO Lee Odden, who regularly appears as a keynote speaker all around the world promoting our brand and extolling our talent. Being able to work with prestigious international clients gives me a daily feeling of impact and accomplishment. There’s also a certain thrill inherent to being on the cutting edge with so many tactics and frontiers — most notably B2B influencer marketing at the moment.

I Guess I’m an Agency Guy Now

I’m not going to say it’s easy, nor that every day is free of stress or struggle. But I’m not sure I would even want that. I will say that on those more difficult days, I always have the support and structure necessary to overcome. I had no idea what to expect with my first real venture into the agency world, but what I’ve found at TopRank Marketing is an accommodating environment, meaningful work, amazing colleagues, clear avenues for growth, and a real sense of pride. That pretty much covers the checklist I had coming in. If yours looks similar, and you think you’ve got a professional skill set befitting one of our openings, you should get in touch and see if TopRank Marketing might be a match for you. Even if the word “agency” makes you bristle a little bit. I might be biased, but not without good reason.

The post A Non-Agency Guy Reflects on His First Year at TopRank Marketing appeared first on Online Marketing Blog – TopRank®.

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About Daniel Rodgers

A lot of news that you will not see in the paper. A lot of technology that is coming out that will not see in the paper.

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Interactive Content Marketing: Why B2B Marketers Should Take Their Content from Boring to Bold

Why B2B Marketers Should Consider Interactive Content

Why B2B Marketers Should Consider Interactive Content

Show of hands, B2B marketers: How many of you know which Hogwarts house you belong in? Or which Disney princess best represents your personality and relationship ambitions?

via GIPHY

Don’t be shy. I’m a Gryffindor wizard through and through—and apparently, I’m more of a Jasmine than an Ariel. And I know all this thanks to the rise of interactive content.

From quirky quizzes to ROI calculators to guided eBooks, interactive content is a rising content marketing star. BuzzFeed is perhaps the most prolific example, creating dozens of quizzes each week that are making their way into social feeds and search results. (And almost all users reportedly finish them).

But why should B2B marketers consider adding interactive content to their mix?

Because B2B is often pegged as bland and boring. And in a crowded content market, not to mention the fact that buyers' content preferences are turning increasingly visual, interactive content is the next evolution.

But if that doesn't convince you, read on for a few more reasons why its time for B2B to embrace interactive content.

#1 – Interactive content is more engaging than static content—for the long-term.

Interactive content may seem a little gimmicky for some marketers—especially those in the B2B space. But the vast majority of marketers who use interactive content agree that it not only grabs attention, but can also hold that attention beyond that initial view.

In fact, according to the Content Marketing Institute (CMI) and Ion Interactive 2017 Interactive Content Study:

  • 87% of marketers agree that interactive content grabs the attention of the reader more effectively than static content
  • 77% of marketers agree that interactive content has reusable value, resulting in repeat visitors and multiple exposures
  • 73% of marketers agree that interactive content, when combined with other more traditional content marketing tactics, enhances message retention among their audiences.

So, if you’re aiming for awareness, engagement, and attention, interactive content holds incredible potential. But I’d also add that this is only true if you deliver quality, relevant content in an interactive format.

As my colleague Josh Nite points out: “[Interactive content is] absolutely designed to grab attention. But if your content provides value—if it’s worth paying attention to—interactive elements can help you bring in an audience.”

[bctt tweet="#InteractiveContent is absolutely designed to grab attention. But if your content provides value—if it’s worth paying attention to—interactive elements can help you bring in an audience. - @NiteWrites" username="toprank"]

#2 – Interactive content can differentiate you from your competitors.

Content has always been a foundational element of B2B marketing. Buyers don’t make hard and fast decisions. Instead, they do their research, weigh their options, and have multiple engagements with sales reps before they sign on the dotted line. Interactive content can help you make an impression and stand out in a crowed, competitive content landscape.

In addition, according to the aforementioned report, just 46% of marketers report using interactive content right now—which was flat year-over-year. And if history is any indicator, I’d wager that interactive content adoption among B2B marketers is far lower since the industry is typically slower to adopt new tactics.

But that won’t always be the case. Harnessing the opportunity right now has the potential to differentiate your B2B brand from the competition early on, showcasing your commitment to innovation.

For example, Prophix, a leading provider of corporate performance management (CPM) software solutions in the FP&A industry, wanted to drive awareness in a unique way around its report on the evolution of financial planning and analysis, as well as its solutions.

By repurposing its original research and adding influencer perspectives, we created an interactive quiz to help empower their audience to "crush" their jobs to succeed now and into the future.

Prophix Crush It Interactive Quiz

This anchor asset, which was promoted using a supporting mix of blog content, social amplification, email, and more, saw a view rate 6-times higher than the benchmark for a similar resource. In addition, the page where it lived garnered 3-times the average share rate. This unique approach to interactive influencer content made Prophix stand out from the competition and deliver a great resource that performed.

#3 – Interactive tools can provide you with exclusive data and analytics.

Savvy marketers are driven by data insights. And many of the interactive content tools you’d leverage for an asset come with their own analytics dashboards, allowing you to get near real-time data on how your audience is interacting and absorbing your content.

For example, Ceros, an interactive content software that simplifies the creation process, provides all the basic KPIs such as visitors, opens, and pageviews, as well as engagement metrics like time spent and interaction clicks. But they also track inbound referrals, social shares, video plays, and outbound link clicks.

Oh, and that data is viewable in its Analytics Dashboard within second of it happening.

Ceros Interactive Content Tool

While traditional analytics platforms and the data within them is invaluable, from my perspective, this more niche data can help uncover some insights that can help you refine your asset on the fly or consider how to improve other content types moving forward.

#4 – Interactive content can drive results at every stage of the funnel.

From educating buyers to creating customer loyalty, interactive content can serve a purpose (and drive results) at every stage of the funnel. Interactive content users report using the tactic for lead generation, lead nurturing, customer retention, and the list goes on.

And interactive is especially powerful, when combined with other tried-and-true content marketing tactics.

To help promote the Influencer Marketing 2.0 report based on research conducted by Traackr, Altimeter Group and TopRank Marketing, we partnered with interactive content platform Ceros to produce an Influence 2.0 interactive infographic.

Influence 2.0

The infographic was promoted via blog posts, social channels, email, and through the influencers that contributed. With calls to action embedded within the interactive infographic, this content succeeded at attracting over 1,700 prospective customers to download the full report with a 43% conversion rate.

What Opportunity Does Interactive Content Hold for Your B2B Brand?

Interactive content is here to stay. But the real opportunity doesn’t lay in the interactivity itself. The real value creation is in the excitement or connection that you can make with your audience, as well as the potential to hold their attention for long enough to engrain your message or inspire action.

[bctt tweet="The real opportunity with #interactivecontent doesn’t lay in the interactivity itself. The real value creation is in the excitement or connection that you can make with your audience. - @CaitlinMBurgess" username="toprank"]

So, B2B marketers. If you’re ready to break away from boring and drive better engagement, interactive content deserves your consideration.

How can you leverage interactive content? Check out our post featuring five ways of making marketing magic with interactive content.

The post Interactive Content Marketing: Why B2B Marketers Should Take Their Content from Boring to Bold appeared first on Online Marketing Blog - TopRank®.

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