Home / 2019 / April (page 4)

Monthly Archives: April 2019

Why Twitter Lists Are Still a Great Tool for B2B Marketers

The post Why Twitter Lists Are Still a Great Tool for B2B Marketers appeared first on Online Marketing Blog - TopRank®.

Read More »

How to Cross-Post to Instagram From Your Facebook Page

Do you use Instagram and Facebook for your business? Are you looking for a way to post to Instagram from your desktop? In this article, you’ll learn how to cross-post from Facebook to Instagram via your desktop. Why Consider Cross-Posting to Instagram via Facebook on Desktop? Instagram accounts have had the ability to cross-post to […]

The post How to Cross-Post to Instagram From Your Facebook Page appeared first on Social Media Marketing | Social Media Examiner.

Read More »

The Sneaky Tactic Ecommerce Brands Use to Attract More Customers

Pete Boyle of jumper reveals the sneaky little tactic that big brands use to increase their conversion rates, including how you can use social commerce to fill your upsell funnel.

Read More »

Trust Factors: How Best Answer Content Fuels Brand Credibility

How Best Answer Content Builds Trust

How Best Answer Content Builds Trust

Page one. Answer box. The top result. In the minds of marketers, these prime destinations have largely been associated with SEO success.

From the days of keyword-stuffing and algorithmic alignment to more nuanced modern approaches accounting for semantic voice commands, influencer integration, and search intent, edging competitors on that SERP has been a key source of aspiration. As it should be: heightened visibility on Google makes a big difference in terms of driving traffic.

But it’s a little short-sighted to think only about that first, fleeting interaction — the search, the discovery, the click. What about the deeper impact? As customer experience becomes a central focus for brands everywhere, we should be more considerate of what happens after a user clicks through that search result, and how it affects your brand.

We talked recently about how best answer content helps fuel strong SEO results. But as part of our new “Trust Factors” series, which examines practical ways for marketers to strengthen trust with their audiences, we’ll shift our perspective and break down the critical benefits of effective best answer content when it comes to building credibility and authority in your niche.

[bctt tweet="As #CX becomes a central focus for brands everywhere, we should be more considerate of what happens after a user clicks through that search result, and how it affects your brand. @NickNelsonMN #ContentMarketing #SearchMarketing" username="toprank"]

Beyond the Click: The Lasting Impact of Best Answer Content

Brian Dean of Backlinko is a masterful creator of best answer content. He preaches, and practices, a quality-over-quantity approach. At the recent Social Media Marketing World 2019 conference in San Diego, Andrew Pickering and Pete Gartland (the hilarious speaker duo @AndrewAndPete) shared the story of how Dean decided on a plan of publishing one blog post every 4-6 weeks, investing huge amounts of time into making sure each of those pieces was as robust, useful, and comprehensive as possible.

To get an idea of what this output looks like, you can check out his SEO in 2019 or Link-Building for SEO, either by clicking those links or simply typing the basic terms into Google; his posts will show up near the top.

Using this approach, Dean reported his blog was receiving more than 200,000 unique monthly visitors with just 51 total blog posts, which is a pretty amazing feat. Obviously, the premium SERP placements have helped him achieve those gaudy numbers. But it’s the substance beyond the headlines and meta descriptions that really makes his content powerful.

Perusing one of his in-depth resources, you’re going to learn a ton. The posts are extensive but navigable; technical but understandable; fun but serious. They include videos and images to illustrate concepts and break up the copy. Most importantly, they answer pretty much every ancillary question a searcher could ask about their respective topics — accurately and actionably.

Backlinko's Definitive Guide to SEO

And that’s how Dean turned his SEO training company from a humble startup to a seven-figure business in five years. His credibility speaks for itself. People trust him and want to learn from him because of the content he creates — not because it ranks so well, but because of how it ranks so well.

How Best Answers Build Trust

He’s a great example, but Dean is hardly the one out there building trust through best answer content. At TopRank Marketing, this methodology is fundamental to our integrated strategy mix, and we’ve seen plenty of awesome results with our clients. As two examples, there was this content and strategic PPC campaign for DivvyHQ, and this SEO-driven content program for Antea Group.

While both of those efforts drove excellent results in terms of traffic and reach, what’s really heartening in both cases is the deeper business impacts.

“Lead quality has definitely improved,” said DivvyHQ Co-Founder Brody Dorland. “The prospects coming through our website front door are much closer to our ideal customer than they have been in the past.”

“We’ve been able to marry our field and digital marketing efforts together, resulting in numerous digital leads, real revenue opportunities to the tune of millions of dollars, and credibility with our clients, partners, and media as a go-to source for EHS&S information,” said Antea Group USA Solutions Marketing Manager Margaret Uttke.

As any sales team can tell you, prospects who are both well qualified and predisposed to respect your brand are vastly more likely to convert and become happy customers. Here’s how effective best answer content achieves these outcomes:

Demonstrable Authority

This more or less speaks for itself. When someone finds content on a topic they’re looking for and it gives them everything they need, expertly articulated, it paints your company as a trusted source: These people know what they’re talking about. They know how to present the info. They’ve done it well enough that Google’s algorithm — which now heavily weighs dwell time and quality inbound links — has elevated it above most or all others.

Value First

Sometimes, content marketing can get away from its essential purpose: providing value. Pressured to show results — even if just vanity results — some practitioners blur the line between pull and push with strictly gated content or thinly veiled promotion.

Best answer content gets back to the basics. When done right, it’s all about delivering value and earning trust before you ask for anything. Dean spends weeks researching and composing his hefty Power Pages, which are freely available to anyone who visits. He even makes them downloadable in PDF form if you can’t consume all of that content in one sitting, and while the assets are technically gated, in that you must enter an email address to receive them, you aren’t required to fill out a long contact form.

[bctt tweet="Best answer content gets back to the basics. When done right, it’s all about delivering value and earning trust before you ask for anything. - @NickNelsonMN #ContentMarketing" username="toprank"]

Competitive Positioning

Yes, it’s helpful to outrank competitors for key terms because you are more likely to bring in that search traffic. But there is also an important reputation element. When you outrank a direct competitor, the optics are compelling. And even if you’re not at the top, simply ranking in the vicinity of a giant company or reputed publication enables you to soak up some of that “second-hand trust.”  

It’s a simple psychological phenomenon, as Neil Patel explains on his blog: “This is not just a convenience issue for users. It’s a trust issue, too. When a result appears first, second, or third, users tend to trust it, believing that it is somehow more reliable, popular, or more legitimate than anything lower in the SERPs.”

Given that Google is increasingly structuring these SERPs based on indicators of query fulfillment, that’s a valid shorthand conclusion for searchers. And when your page delivers a definitive best answer to back up the ranking, you’ve made the right impression.

Organic and Inbound

It’s getting harder to build trust through ads. That doesn’t mean you should ditch the paid side by any means, but it does raise the stakes for organic content. As digitally native millennials grow to account for more and more of the buying population, we must be cognizant of their ingrained instincts. They are more likely to trust information they find themselves, as opposed to sponsored results or content that is (in truth or perception) pushed on them.

Gaining the Top Rank Is About More than Search Placement

Yes, it’s great to rank at the top of a SERP, for a variety of reasons. But it’s also vitally important to rank at the top of your audience’s mind for strategic topics, through content that satisfies their curiosities and provides legitimate value.

As Google’s algorithm continues to evolve and prioritize the most satisfying results rather than the most technically optimized results, you can trust that best answer content — which, when done right, covers both of those bases — is increasingly a no-brainer.

Want to learn more about TopRank Marketing’s best answer framework in action? Check out our CEO Lee Odden’s post on How A Best Answer Content Strategy Drives B2B Marketing Results.

The post Trust Factors: How Best Answer Content Fuels Brand Credibility appeared first on Online Marketing Blog - TopRank®.

Read More »

How to Grow Your YouTube Channel With a Video Series

Are you struggling to grow your YouTube channel? Wondering how to create videos people will find and watch? In this article, you’ll discover how to develop a video series that helps turn one-time viewers into YouTube channel subscribers. Why Research and Create a 5-Part Video Series on YouTube? Filtering your YouTube video topic ideas through […]

The post How to Grow Your YouTube Channel With a Video Series appeared first on Social Media Marketing | Social Media Examiner.

Read More »

LinkedIn’s List of 24 B2B Marketers You Need to Know

LinkedIn’s 24 B2B Marketers You Need to Know

LinkedIn’s 24 B2B Marketers You Need to Know

In honor of it's fifth anniversary, LinkedIn has released a revamped edition of The Sophisticated Marketer's Guide to LinkedIn. The eBook features a powerful array of digital marketing smarties, each who shared their insights and practical advice on how to get the most out of LinkedIn—from optimizing your profile to expanding your network.  The TopRank Marketing team was privileged to work with LinkedIn team to identify, engage, and gather fresh insights from these brightest marketing minds.

If you're anywhere near the B2B marketing world, social selling or recruiting, getting to know LinkedIn is more essential today than ever. Why? Check out these statistics:

  • With over 610 million members in over 200 countries and territories, more than 1 out of every 3 professionals worldwide is on LinkedIn.
  • Professionals are signing up to join LinkedIn at a rate of more than two new members per second.
  • LinkedIn counts executives from nearly all 2018 Fortune 500 companies as members
  • More than 30 million companies are represented on LinkedIn

There simply isn't another social network with that kind of community and momentum for business professionals. And while most professionals have been using LinkedIn for years and may see it as a jobs marketplace, many simply haven't taken the time to optimize or maintain their profiles. They also haven't discovered all the ways you can capitalize on LinkedIn as a marketing and social selling tool. The good news is that quite a few people have.

In The Sophisticated Marketer's Guide to LinkedIn, there are 55 pages of advice on reaching the right people and taking your marketing to the next level directly from marketers within LinkedIn, as well as some of the top B2B marketing professionals in the business.

There's also an excellent list of 24 B2B marketing experts in the U.S. that LinkedIn suggests we get to know, selected by staff at LinkedIn—and that's where we'd like focus today. Many of the names on the list will be familiar to you, such as our own CEO Lee Odden. But some are likely to be new discoveries.

Congratulations to those on the list and to anyone who downloads and reads The Sophisticated Marketer's Guide to LinkedIn.

24 B2B Marketers LinkedIn Says You Need To Know


Robert Rose
Chief Troublemaker, The Content Advisory
Twitter: @Robert_Rose
LinkedIn: /in/robrose


Aaron Orendorff
Founder, iconiContent
Twitter: AaronOrendorff
LinkedIn: in/aaronorendorff

Ryan Robinson
Ryan Robinson
Content Marketing Consultant
Twitter: TheRyanRobinson
LinkedIn: in/theryanrobinson/

Carla Johnson
Carla Johnson
Chief Innovator, Type A Communications
Twitter: CarlaJohnson
LinkedIn: /in/carlajohnson

Allen Gannett
Allen Gannett
CSO, Skyword
Twitter: Allen
LinkedIn: /in/allengannett

Shane Barker
Shane Barker
Co-Founder and CEO, Content Solutions
Twitter: shane_barker
LinkedIn: /in/shanebarker

Ann Handley
Ann Handley
Chief Content Officer, MarketingProfs
Twitter: MarketingProfs
LinkedIn: /in/annhandley

Katie Martell
Katie Martell
Marketing Consultant, On-Demand Marketing
Twitter: KatieMartell
LinkedIn: /in/katiemartell

Mandy McEwen
Mandy McEwen
Founder and CEO, Mod Girl Marketing
Twitter: MandyModGirl
LinkedIn: /in/mandymcewen

Michael Brenner
Michael Brenner
CEO, Marketing Insider Group
Twitter: BrennerMichael
LinkedIn: /in/michaelbrenner

Lee Odden
Lee Odden
CEO, TopRank Marketing
Twitter: LeeOdden
LinkedIn: /in/leeodden

Nancy Badillo
Nancy Badillo
CEO, NancyBadillo.com
Twitter: NancyBadillo13
LinkedIn: /in/nancybadillo

Jay Baer
Jay Baer
Founder, Convince & Convert
Twitter: jaybaer
LinkedIn: /in/jaybaer

Jason Miller
Jason Miller
Brand Marketing Lead, Microsoft
Twitter: JasonMillerCA
LinkedIn: /in/jsnmiller

Vin Clancy
Vin Clancy
Founder, Magnific
Twitter: vincentdignan
LinkedIn: /in/vincentdignan

Andrew Davis
Andrew Davis
Keynote Speaker, Monumental Shift
Twitter: DrewDavisHere
LinkedIn: /in/drewdavishere

Heidi Bullock
Heidi Bullock
CMO, Engagio
Twitter: HeidiBullock
LinkedIn: /in/hbullock

Gina Schreck
Gina Schreck
CEO, SocialKNX
Twitter: Ginaschreck
LinkedIn: /in/ginaschreck

Doug Kessler
Doug Kessler
Creative Director and Co-Founder, Velocity Partners
Twitter: dougkessler
LinkedIn: /in/dougkessler

Gabe Villamizar
Gabe Villamizar
Global Sales Evangelist, Lucid
Twitter: gabevillamizar
LinkedIn: /in/gabevillamizar

Suzanne String Nguyen
Suzanne String Nguyen
Video Evangelist, Shootsta
Twitter: StringStory
LinkedIn: /in/stringstory

Joanna Penn
Joanna Penn
Director, The Creative Penn
Twitter: thecreativepenn
LinkedIn: /in/joannapenn

Janet Murray
Janet Murray
Content Marketing Expert
Twitter: jan_murray
LinkedIn: /in/janet-murray74

Julia McCoy
Julia McCoy
Content Marketing Expert
Twitter: JuliaEMcCoy
LinkedIn: /in/juliaemccoy

No list is ever perfect, so who would you add to this list? Let us know in the comments.

If you're ready to dig in to the 2019 The Sophisticated Marketer's Guide to LinkedIn, start now and grab your own copy here:

2019 The Sophisticated Marketer's Guide to LinkedIn

The post LinkedIn’s List of 24 B2B Marketers You Need to Know appeared first on Online Marketing Blog - TopRank®.

Read More »

How to foolproof your Facebook advertising strategy

If you have absolutely no idea how to approach your Facebook advertising strategy these days, you aren’t alone. It’s no secret that Facebook’s organic Read more...

This post How to foolproof your Facebook advertising strategy originally appeared on Sprout Social.

Read More »

How to Improve Your Facebook Group Community

Want to improve the value of your Facebook group? Looking to encourage more meaningful conversations? In this article, you’ll discover five Facebook Groups features you can use to guide engagement and conversations among your members. #1: Use Rules and Moderators to Keep Group Content On-Topic When you set up your Facebook group, it’s important to […]

The post How to Improve Your Facebook Group Community appeared first on Social Media Marketing | Social Media Examiner.

Read More »

New LinkedIn Ad Targeting Audiences

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 explore the updated Facebook Ad Library and the newest LinkedIn product and ad targeting tools with special guests […]

The post New LinkedIn Ad Targeting Audiences appeared first on Social Media Marketing | Social Media Examiner.

Read More »

The Zen of Headline Writing

McGlaughlin invites his viewers to submit headlines for live, immediate optimization as he demonstrates how to deconstruct a headline into its constituent parts and then intensify the force of its message.

The post The Zen of Headline Writing appeared first on MarketingExperiments.

Read More »
css.php