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Monthly Archives: October 2018

16 Ways to Be More Efficient with Content Creation

The post 16 Ways to Be More Efficient with Content Creation appeared first on Online Marketing Blog - TopRank®.

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How to Improve Your Facebook Ads Relevance Score: 7 Methods That Work

Want to raise your Facebook ads relevance score? Wondering how to create Facebook ads that drive positive engagement and social proof? In this article, you’ll discover seven ways to quickly and significantly lift your Facebook ads relevance score. What Is the Facebook Ads Relevance Score? Facebook’s relevance score is a rating on a scale of [...]

The post How to Improve Your Facebook Ads Relevance Score: 7 Methods That Work appeared first on Social Media Examiner.

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Portal From Facebook: Marketing Experts Weigh In on Facebook Smart Speakers

Welcome to this week’s edition of the Social Media Marketing Talk Show, a news show for marketers who want to stay on the leading edge of social media. On this week’s Social Media Marketing Talk Show, we discuss how to implement Instagram’s new two-factor authentication update and weigh the pros and cons of Facebook’s new [...]

The post Portal From Facebook: Marketing Experts Weigh In on Facebook Smart Speakers appeared first on Social Media Examiner.

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Digital Marketing News: Google Shutters Plus, B2B Chatbots, Facebook’s Shiny New Pixel, & the Voice Search Bonanza

2018 October 12 News Adode Image

2018 October 12 News Adode Image

Google+ for G Suite lives on and gets new features
Despite Google shutting down Google+ after an API glitch allowed access to user data, its business version lives on and has even been given new features. TechCrunch

Marketers struggle to keep up with content creation demand for their personalization efforts
New Adobe survey data shows the content scaling challenges digital marketers are increasingly facing as demand for content creation and personalization has risen. Marketing Land

Should You Entrust Chatbots With B2B Customer Communication?
With some predicting that by 2020 85 percent of customer interactions will be with chatbots, Forbes takes a look at their expanding role in B2B communications. Forbes

Your Move, Apple: Facebook Intros First-Party Cookie Option To Power Its Tracking Pixel
Facebook has launched its own first-party tracking-cookie-powered pixel, with October 24 set as the release date for the new option in its Events Manager. AdExchanger

How Advertising Pros Plan To Leverage The 70 Million Household Voice Search Bonanza
Forbes takes a close look at the increasing importance of creating a successful sonic brand identity, and the challenges of targeting the roughly 70 million U.S. households using voice search. Forbes

Facebook’s ‘Premieres’ videos now available to all global Pages
Facebook has announced its Premiers video format, along with Live Polls and Top Fans, three of the notable new features the social giant has recently rolled out. Marketing Land

2018 October 12 Statistics Image

Digital Media Content Consumption Posts 15% Gain
Consumption of digital media content has grown by 15 percent, according to a new analysis of recent Nielsen data. The report examines digital content use, with Google, Facebook, Waze, and YouTube all continuing to carry sizable shares. MediaPost

Video Swells to 25% of US Digital Ad Spending
Among U.S. digital advertising spend, video has grown to hold a full quarter portion, according to a new forecast that sees Facebook taking almost 87 percent of social video ad spending, among other findings. eMarketer

Generation Z Americans love Snapchat, Instagram, YouTube mobile apps: A Foolish Take
The Motley Fool looks at a collection of new survey findings showing that some 50 percent of Gen Z'ers couldn't "live without" YouTube, one of several insights detailed. USA Today

Today’s CMO must tackle these 3 challenges
A look at some of the increasing number of B2B marketing requirements that CMOs are faced with. MarTech Today

How Voice-Activated Tech Will Change Content Marketing
With 55 percent of U.S. adults expected to have a smart speaker by 2022, voice-activated technology is poised to change the way digital marketers utilize content marketing. Content Marketing Institute

ON THE LIGHTER SIDE:

2018 October 12 Marketoonist Tom Fishburne Cartoon

A lighthearted look at customer satisfaction survey fatigue by Marketoonist Tom Fishburne — Marketoonist

‘Try It Now,’ Shouts Gogo Internet Technician Standing On Plane Wing While Fixing In-Flight Wireless Connection — The Onion

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lee Odden — 56 Speakers to See and Meet at PubCon Pro Las Vegas 2018 — Bill Hartzer
  • Lee Odden — 41 Experts Share Their Top Takeaways from Content Marketing World 2018 — Magnificent
  • Lee Odden — How It’s Done #12: Lee Odden from TopRank Marketing — Synup
  • Oracle, SAP, 3M, and GE Digital (clients) — Best Global Brands 2018
    Rankings — Interbrand
  • Lee Odden — Nimble Rated Market Leader in Email Tracking Software by Office 365, G Suite Users on G2 Crowd — VentureBeat
  • Ashley Zeckman — 5 things I’ve learned about the power of influencer-hosted webinars — Techstars

What are some of your own top content marketing news items for the week?

Thanks for joining us, and please check in again next week for a new array of the most relevant digital marketing industry news, and in the meantime you can follow us at @toprank on Twitter for even more timely daily news. Also, don't miss the full video summary on our TopRank Marketing TV YouTube Channel.

The post Digital Marketing News: Google Shutters Plus, B2B Chatbots, Facebook’s Shiny New Pixel, & the Voice Search Bonanza appeared first on Online Marketing Blog - TopRank®.

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How to Cultivate Community With Facebook Groups

Want more engagement in your Facebook group? Looking for tips on shaping your group’s culture? To explore how to build a loyal and engaged community inside of Facebook groups, I interview Dana Malstaff. More About This Show The Social Media Marketing podcast is designed to help busy marketers, business owners, and creators discover what works [...]

The post How to Cultivate Community With Facebook Groups appeared first on Social Media Examiner.

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Prepping for #Pubcon Pro Las Vegas 2018: 11 Presentations We’re Looking Forward to Most

Pubcon Pro Las Vegas 2018 — the search marketing industry’s longest-running conference under the same name — will soon be upon us, and TopRank Marketing will be there speaking and giving you a diverse selection of live-blogging and social media coverage throughout the October 17 – 18 event. Our chief executive Lee Odden will be [...]

The post Prepping for #Pubcon Pro Las Vegas 2018: 11 Presentations We’re Looking Forward to Most appeared first on Online Marketing Blog - TopRank®.

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How to Create a Content Marketing Plan Using LinkedIn

Do you need to improve your LinkedIn marketing? Wondering which content types will perform best for you? In this article, you’ll find a step-by-step process to help you create a LinkedIn content marketing plan. Why Content Marketing on LinkedIn Deserves a Second Look LinkedIn is a thriving community of more than 500 million members around [...]

The post How to Create a Content Marketing Plan Using LinkedIn appeared first on Social Media Examiner.

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Leaning Into Launch Day: The Journey, Season 2, Episode 6

Have you ever banked an something you believed was a sure thing, only to be proven wrong? Then watch the Journey, Social Media Examiner’s episodic video documentary that shows you what really happens inside a growing business. Watch the Journey In episode 6, Michael Stelzner (founder of Social Media Examiner) and his team conclude testing [...]

The post Leaning Into Launch Day: The Journey, Season 2, Episode 6 appeared first on Social Media Examiner.

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Landing Page Essentials: A Free Video Crash Course from Unbounce and Skillshare

In 11 quick videos totaling 31 minutes, learn the crucial elements of a high-converting landing page and how to create a compelling marketing campaign.

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2019 B2B Content Marketing Trends: The 10 Biggest Opportunities for Marketers

For content marketers, each year’s publication of the B2B Content Marketing Benchmarks, Budgets and Trends Report should be truly exciting. Even more than the latest iPhone announcement. In fact, especially more than the latest iPhone announcement.

Don’t get me wrong: I love a slightly bigger screen, creepy new camera features and a higher price tag as much as the next guy. But the annual report from Content Marketing Institute (CMI) and MarketingProfs can actually make marketers better at our jobs.

The 2019 edition has officially been released, and there are plenty of thought-provoking stats in just the first couple of pages; high-level attributes of top performers and clear opportunities for improvement.

When I covered this report back in 2016, I focused on five habits of highly successful marketers. But now it’s time to go deeper. Here are 10 opportunities from deep in the 2019 B2B Content Marketing Benchmarks — opportunities you may be overlooking.

10 Big Opportunities for B2B Content Marketers

#1: Get Sophisticated

Let’s start with an easy one: Only 11% of respondents clocked in at the "Sophisticated" level of content marketing maturity. Even among the most successful, the number is shocking low: 33%. Just a third of the people who are really rocking it with content marketing are sophisticated.

What needs to change? To get from "Mature" to "Sophisticated," marketers need to provide accurate measurement to the business, and start scaling content marketing across the organization. That means working with other departments (like Human Resources, Customer Experience, and of course Sales) to find synergies and expand your efforts. And it means getting serious about measurement (more on that later).

[bctt tweet="Just 11% of #B2B marketers say they're at the 'Sophisticated level' of #contentmarketing maturity. @CMIContent @MarketingProfs" username="toprank"]

#2: Create (The Right) Documented Content Marketing Strategy

Good news! More respondents had a documented content marketing strategy than last year. Bad news? Sixty-one percent still either don’t have a strategy, or don’t have it written down.

We know that a documented content marketing strategy is one of the strongest indicators of future success. But let’s dig a little deeper. Even for those who have a documented content marketing strategy, only 52% say their strategy makes it easier to identify which metrics to focus on.

If your strategy isn’t helping with measurement, it’s time to revise — even if it’s already written down. The right metrics make it possible to:

  • Experiment and improve
  • Measure conversions
  • Tie your activity to revenue
  • Report on said revenue to the C-suite

[bctt tweet="61% of #B2B marketers either don’t have a #contentmarketing strategy, or don’t have it written down. @CMIContent @MarketingProfs" username="toprank"]

#3: Add Paid Promotion

This stat isn’t as dire as the first couple, but it’s still jarring: Only 66% of respondents said they have used paid methods to distribute content. That means a third of marketers are relying on organic reach and existing subscribers to get their content seen.

Why rely on people to choose your content? Why not go out and get the people who will most benefit from seeing it? Paid social media and paid search ads are both critical parts of comprehensive content promotion.

#4: Build Your Community

Only 23% of B2B marketers say they use community building and audience participation to nurture audiences. For a modern digital marketer, this should be a no-brainer. We have more options than ever before to communicate and build relationships with our audience.

We should be participating in forums, available on social media, initiating dialog and encouraging conversation. Most importantly, we should be helping our audience form a community identity with the brand as its center.

[bctt tweet="Just 23% of #B2B content marketers say they use community building and audience participation to nurture audiences. @CMIContent @MarketingProfs" username="toprank"]

#5: Get Customer Intel from the Source

Data is a driving force for marketers, and big data is only getting bigger over time. But let’s not throw out the small data. The majority of respondents don’t use customer conversations as a top technique for audience research. Just 42% said talking directly to customers was a priority.

There’s no substitute for first-hand knowledge from real customers in real-time. Talk with Sales and Customer Service about their experiences, but also arrange for your department to collect data straight from customers, too.

#6: Match Content with the Buyer’s Journey

I’ll be brief: 52% said they craft content based on specific stages of the journey. That means nearly half don’t. They should.

The buyer’s journey should inform everything from keyword and topic selection to execution. Aim for a mix of Attract, Engage and Convert-stage content, with the majority on that first stage.

[bctt tweet="The buyer’s journey should inform everything from keyword and topic selection to execution. - @NiteWrites #ContentMarketing" username="toprank"]

#7: Make Influencer Marketing an Integral Part

Here’s a disconnect: 64% said their organization places importance on building relationships with influencers. But only 24% said they actually partner with others on content marketing initiatives.

It’s good to develop relationships with influencers who can help promote your content. However, they’re far more likely to promote when it’s their content, too. Co-create with influencers and you’ll see a boost in motivation, amplification, and excitement for the finished product.

#8: Own Your Audience

Social media sites have made it painfully clear that we don’t own our audience on their platforms. We can only rent access to them, at rates that are continually getting steeper. That’s why it’s crucial to bring your audience to your own land.

Just 43% said they’re trying to build a subscribed audience with their content marketing. That’s a missed opportunity for over half of us. It’s powerful to have your audience opt into your content (and potentially into your community).

#9: Get Serious About Attribution

Marketers are excelling at top-of-funnel measurement. Fully 81% said they had successfully created brand awareness through content marketing in the past year. However, we’re still having immense difficulty proving success at the bottom of the funnel. Only 45% said they have successfully used content to generate sales.

We know content marketing can contribute to sales. The challenges are to create content across the funnel, then correctly attribute content-assisted conversion. We need to move away from last-click models and into more sophisticated weighted attribution. Which ties directly into…

#10: Plan to Measure ROI

Overall, 49% of respondents said they can measure the ROI of their content marketing. But the gulf between most successful and least successful is huge on this one: 72% of the most successful can measure ROI, while only 22% of the least successful can say the same.

The ability to prove the value of your work in straight return on investment is crucial for a number of reasons. First, it makes it easier to secure budget and expand programs. Second, it helps shift the perception of marketing from cost center to revenue center.

Perhaps most importantly, the ability to prove positive ROI requires a higher level of sophistication. It requires becoming both more effective and better at measurement and reporting. As such, proving ROI should be the goal for any organization looking to level up their marketing.

[bctt tweet="49% of #B2B marketers say they can measure the #ROI of their #contentmarketing efforts. @CMIContent @MarketingProfs" username="toprank"]

Keep Pursing Content Marketing Maturity

Content marketing has proven its value as a modern marketing tactic. We’re well past the trial stage, past the hype stage, and now we can settle into the refinement and sophistication stage. Use these 10 tips to start leveling up your content marketing now. After all, we only have 12 months until the next benchmarks report. Wouldn’t you like to be in the “most successful” section?

At TopRank Marketing, we believe content marketing success is rooted in becoming the best answer for your audience, wherever and whenever they're searching. Your buyers have questions and you have the answers. But how detailed do you have to go? Check out Lee Odden's post on long-form versus short-form content.

The post 2019 B2B Content Marketing Trends: The 10 Biggest Opportunities for Marketers appeared first on Online Marketing Blog - TopRank®.

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