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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.

How to build your social media marketing strategy for 2019

Do you have your social media marketing strategy squared away for 2019? If not, we don’t blame you. Because 2018 was a whirlwind year Read more...

This post How to build your social media marketing strategy for 2019 originally appeared on Sprout Social.

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Content Marketing Gold Rush: How to Unearth Content Gold at Marketing Industry Events

The promise of professional growth. The excitement of striking new connections. The anticipation of hearing and learning from industry legends and up-and-comers. The marketing industry conference and event circuit is an absolute gold mine of opportunity.

What’s one of our favorite ways to strike-it-rich at any industry event? Panning for content gold.

via GIPHY

The content marketing gold rush that started roughly a decade ago has content marketers stamping, picking, drilling, and grinding away at content creation so they can break-ground with their audience and fend off the competition. And industry events can be boomtowns, not only allowing you to make the most of your time, budget, and resources—but also ideate, create, amplify, and repurpose compelling content that will resonate with your audiences.

How do you uncover golden content nuggets at industry events? Let’s dig in.

Before the Rush, Put Your Pre-Prospector’s Hat On

Before rushing to golden conference lands, it's critical to pre-prospect your mission to ensure you have the right information, focus, and tools to unearth content opportunities.

Some of the actions to take here include:

  • Dig up event-related hashtags so you can keep track of what’s happening before, during, and after the event, as well as engage with speakers and attendees. Pay close attention to specific themes or topics being shared. This can be the start of content ideation.
  • Strike a connection with speakers, presenters, and attendees on social media and start to engage with them. This could not only help you land some new friends before the event, but also lay the foundation for amplifying the event-inspired content you create.
  • Survey the schedule of events and pre-select the digging fields (e.g. keynote addresses and breakout sessions) you want to go to. Pay special attention to sessions that have the most promise for helping you grow as a marketer—not simply create content. If a session has the potential to inspire you, it’s likely that you’ll be able to parlay that into great content for your audience, whether they’re fellow marketers or chief technology officers.

Read: 12 Helpful Tips for Effectively Using Social Media at Events

Bonus Nugget

If you thought content gold could only be found when you’re physically at the event, that’s fools gold. Pre-event content creation is a golden opportunity for any marketer.

“Reach out to the conference organizer, sponsors or speakers at the event that represent topics and brands of interest to your community to do pre-conference interviews,” Lee Odden, TopRank Marketing’s CEO and a seasoned conference speaker and prospector, suggests. “A series of interviews can be branded with a common theme and header image to let readers know there’s a connection to a conference.”

The key here? Choosing speakers that align to the topics and brands of interest to your unique community.

[bctt tweet="Tip for creating #ContentGold around industry events: Reach out to organizers, sponsors, or speakers that represent topics and brands of interest to your community to do pre-conference interviews. @leeodden" username="toprank"]

Once You Arrive, Stake Your Claim

You’ve arrived in the land of golden content opportunity. You have your content prospecting plan in place. Now it’s time to sharpen your marketing pickaxe and start digging up the field. This is where you stake your content claim.

To break-ground on content mining and creation, we suggest that you:

  • Get to your digging fields early to get a primo spot. This will ensure you can clearly hear and see the presentation, and give you a better photo opportunity. All of this is critical for creating content on the fly.
  • Leverage flakes of speaker and presenter insights to create content gold in real-time. Whether you’re live-blogging or live-tweeting, keep an ear out for inspiring quotes and insights that you can share quickly with your audience. (If you’ve done your pre-prospecting diligence, it should be easy to mention/tag speakers in your social media posts. This will add credibility and make it easier for speakers to engage with and amplify your content.)
  • Participate in Q&A sessions to extract nuggets of insight that can enhance your content. Most speakers try to leave time at the end for audience questions. Use this as an opportunity to ask a specific question that can not only add more depth to your content, but also something that your audience would truly want to know.

Read: 10 Conference Hacks to Help You Crush Marketing Event Attendance

Bonus Nugget

Whether you missed your opportunity to ask a burning question or you’re interested in some one-on-one time with a speaker, take the time before or after their session to introduce yourself. You may just strike gold.

“Many speakers will also share their slides with you (if you ask nicely), which can be a fantastic resource for live blogging or taking information back to your team,” Ashley Zeckman, TopRank Marketing’s Senior Director of Digital Strategy, speaker, and seasoned live-blogger, shares.

[bctt tweet="Tip for striking #ContentGold at industry events: Many speakers will share their slides with you if you ask nicely, so don’t be shy. @azeckman #ContentMarketing" username="toprank"]

Once the Rush is Over, Take Your Content to Repurposing Boomtown

Think that content gold isn’t possible after a conference has panned out? Guess again. Gold fever can strike again. How? Repurposing.

For starters:

  • Those quotable moments you pushed out via Twitter? Roundup up your favorites and repackage them as a conference wrap-up post. Or leverage one quote that directly speaks to a pain-point, attitude, or question your target audience can identify with, and build almost net-new content around it.
  • That one-on-one question you asked a speaker? Share it out on your social networks and ask for your audience to weigh in, too. (Oh, and then, leverage that UGC for another blog post or two.)
  • Those photos you took? Bring them to life by putting them into a video slideshow and sharing with your network.
  • Those interesting topics or common themes that arose during your networking interactions or learning sessions? Run them through your editorial process to determine whether they’re a fit for your audience, opportunities, and objectives.

Read: 12 Ways to Crush the Competition With Content From Events

Bonus Nugget

Whether you feel a conference produced dust, flakes, or enormous golden content nuggets, don’t underestimate the value of the content that you have gathered.

As I recently shared in a post (which coincidentally covered how to repurpose content marketing leftovers … and was inspired by another piece on repurposed content cobbler, which happened to feature one of my favorite conference quotes from Jay Acunzo):

“All content—fresh or seemingly expired—has the potential to be carved into something new and fresh.”

See. Content gold right there.

[bctt tweet="All content—fresh or seemingly expired—has the potential to be carved into something new and fresh. @CaitlinMBurgess #ContentMarketing #ContentGold" username="toprank"]

Strike Content Gold at Your Next Event

Seasoned content marketing writer or not, industry conferences and events are golden content ideation, creation, amplification, and repurposing opportunities for every marketer.

So, as you saddle up for your next conference, remember that content gold awaits you—if you’re willing to claim it.

Speaking of conferences? TopRank Marketing’s next stop is B2B Marketing Exchange from Feb. 25-27, 2019 in sunny Scottsdale, AZ. Our own Lee Odden will lead a session on leveraging influencers and interactive content to take B2B content from boring to bold. In addition, myself and Ashley Zeckman will be on-hand to learn, connect, and, of course, create content gold.

Will we see you there? Tell us in the comments section below.

The post Content Marketing Gold Rush: How to Unearth Content Gold at Marketing Industry Events appeared first on Online Marketing Blog - TopRank®.

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How to Use Facebook Premiere: What Marketers Need to Know

Do you want more views for your Facebook videos? Wondering how Facebook Premiere can help? In this article, you’ll learn how to schedule a Facebook premiere and find tips to help you better engage with your viewers. What Is Facebook Premiere? Facebook Premiere is a feature that allows you to upload and schedule pre-recorded videos […]

The post How to Use Facebook Premiere: What Marketers Need to Know appeared first on Social Media Marketing | Social Media Examiner.

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Use this Research-backed Landing Page Template for Your Next Offer Page

We examined the patterns common among most landing page tests we’ve run that have achieved a business result. What we found was a series of common denominators that we then integrated in our offer page template.

The post Use this Research-backed Landing Page Template for Your Next Offer Page appeared first on MarketingExperiments.

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5 Examples of B2B Influencer Marketing to Inspire You in 2019

B2B Influencer Marketing Examples 2019

B2B Influencer Marketing Examples 2019

B2B brands don't have it easy when trying to attract, engage and persuade today's increasingly distracted and distrustful buyers. Many are experimenting with influencer marketing but results without an informed plan can be a mixed bag. Trust me, I know.

We've been experimenting heavily with B2B influencer marketing for over 6 years, partnering with hundreds of B2B influencers and B2B brands of all sizes while also learning a lesson or two.

Fast forward to today and we understand that for successful influencer marketing in the B2B world. Relationships are key, right along with shared values and some robust validation when it comes to topical relevance, ability to create and engage on-topic with an interested community.

Beyond simply collaborating with expert voices that have an audience in the hopes that the influencer will promote brand messages, successful B2B marketers are seeing value across the entire customer lifecycle. Influencer engagement creates mutual value for both brand and influencer as well as for customers. From building brand trust to helping to humanize a brand, the value of influencer relationships is much broader than most B2B marketers realize.

We've learned many lessons about working with B2B brands on influencer content programs ranging from Dell to SAP and more than anything, we've realized the value of learning through examples. That's why I've put together this collection of 5 B2B influencer marketing program examples from brands that TopRank Marketing is working with to help you visualize ways to make your influencer marketing efforts more impactful and meaningful.

Dell Luminaries

Dell Luminaries - Led by Dr. Konnie Alex, Head of B2B Influencer Relations at Dell Technologies has launched an influencer hosted business podcast called Luminaries that features conversations with technology visionaries and the very human face of innovation. Influencer hosts Mark Schaefer & Doug Karr are "phenomenal digital storytellers and bring the outside-in view into every episode, every conversation with every guest with a deep commitment to and appreciation of our combined audiences."

Beyond the podcast, Dell works with influencers like Tamara McCleary, Daniel Newman and Oliver Christie to author blog posts, do interviews on podcasts, attend Dell events and engage in briefings with Dell subject matter experts.

What's inspiring about this program is that Dell has successfully been able to simultaneously develop solid relationships with a core group of influencers for a variety of content collaboration opportunities on an ongoing basis as well as partner with two key industry influencers to highlight internal Dell subject matter experts (internal influencers) from across the different companies that make up Dell Technologies. Dell is effectively benefitting from influencers and creating influencers at the same time - all while creating value for their customers.

Employee Experience

SAP App Center - The SAP App Center is a hub for 3rd party applications that integrate with SAP solutions. While functional, SAP realized there was an opportunity to better attract and engage an audience looking for applications as solutions by developing more robust, credible content that would be easy to find through search.

To make SAP App Center topics of focus become "the best answer" for customers, robust Power Pages including The SAP Guide to Employee Well-BeingThe SAP Guide to Employee Experience, and The SAP Guide to Talent Acquisition were created incorporating SEO keyword research, SAP domain expertise and topically relevant influencer contributions.

Attraction objectives were reached through improved search visibility on topics that aligned with influencer expertise, social promotion by brand and influencers and link optimization. Engagement objectives were achieved with more robust, "best answer" content optimized for credibility with influencer experts and optimized link placement from the Power Pages to solutions content.

What's inspiring about this program is the effort to understand demand from the buying audience through keyword research which helped inform both relevant content creation and influencer engagement. Influencers added credibility and amplification as well as SEO relevance to content intended to deliver answers for customers that were actively looking - thereby attracting and engaging an audience that is further along in the sales journey.

 

Science Champions Podcast 3M

3M Science Champions - With the objective of making science accessible to the everyday person, 3M launched the State of Science Index research report in connection with the Science Champions podcast hosted by 3M Chief Science Advocate, Jayshree Seth. As one of 3M's first podcast series, the first season featured 21 science experts/influencers discussing a variety of science-related topics ranging from an introduction to science to science in everyday life to careers in science. The number of listens/downloads per episode far exceeded expectations and the podcast will return with season 2 in 2019.

What's inspiring about this program is that 3M was able to take a data-rich research report and humanize topics by connecting them to real people with expertise in the field. By featuring an internal influencer as the host, 3M was able to facilitate natural discussions around the topic of science in a way that achieves the objective of making science accessible to non-scientists while also honoring 3M brand expertise. Publishing through a conversation in podcast format also effectively supported distribution and engagement goals.

AI Finance

Prophix: AI & the Next Evolution of Finance - As a provider of Corporate Performance Management software, Prophix wanted to empower their customer audience, finance leaders, with insights on future technologies like Artificial intelligence affecting their industry. Prophix went beyond engaging with influencers to co-create useful content on the desired topic. An interactive microsite was created using a common application of AI, a simulated voice assistant. In the spirit of Siri and Alexa, this voice assistant named Penny served as host to expertise from a group of influencers in AI and machine learning as well as the office of finance.

Experts including Oliver Christie and Christoper Penn provided insight on how to plan for industry changes and embrace AI with an opportunity to further explore the topic with a worksheet download: The CFOs guide to AI and Machine Learning in Finance. The combination of interactive experience, voice and text content, relevant finance and AI influencers plus brand thought leadership resulted in a record-setting engagement.

What's inspiring about this program is that Prophix was willing to create a relevant and credible interactive content experience that was not only new to their marketing mix but new to their industry. The microsite featuring top industry influencers and Penny, the simulated voice assistant, continues to attract and engage customers plus the Prophix Sales team is using the microsite as a tool for engaging with prospective customers.

Cybersecurity Intelligence Report

Oracle Dyn - Known for world-class managed DNS services, Oracle Dyn wanted to create awareness and authority for their Web Application Security solutions focused on bot management and mitigation services.

To create awareness and credibility for this new cybersecurity capability, internal subject matter experts and relevant industry influencers including Eric Vanderburg and Kevin L. Jackson with authority in the cybersecurity space were engaged to collaborate on The Cybersecurity Intelligence Report: Bot Management and Mitigation.

In addition to adding credibility to the campaign content and Oracle Dyn brand, influencer shares were combined with a comprehensive promotional strategy to help Oracle Dyn's bot management and mitigation services expertise reach the desired audiences. In the first 60 days, program goals were exceeded substantially.

What's inspiring about this program is that Oracle Dyn was able to reach credibility and reach objectives on a topic they were not known for, bot management and mitigation services, by combining their internal subject matter experts with relevant industry influencers. The relevance of this connection was so great that 100% of engaged influencers helped promote the report.

Whether you're a CMO thinking about how to grow brand trust and authority in the marketplace, a marketing director seeking a way to break free of boring B2B with an interactive microsite featuring influencers like Prophix or a VP of PR wanting to implement a thought leadership podcast like 3M and Dell have done, it's clear that an influencer content program can be a powerful force in your B2B marketing mix.

The post 5 Examples of B2B Influencer Marketing to Inspire You in 2019 appeared first on Online Marketing Blog - TopRank®.

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How to Share Documents in Your LinkedIn Posts: Marketing Tips

Want more visibility for your documents? Wondering how to better showcase your content in the LinkedIn feed? In this article, you’ll learn how to add clickable downloads, slideshows, and PDFs to your organic LinkedIn posts. What Is LinkedIn’s Document Sharing Feature for Organic Posts? LinkedIn’s document sharing feature lets you upload documents to organic LinkedIn […]

The post How to Share Documents in Your LinkedIn Posts: Marketing Tips appeared first on Social Media Marketing | Social Media Examiner.

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Want to Partner Up? Earn Lifetime Revenue for Every Customer You Refer to Unbounce

Today brings an exciting opportunity! You can officially partner up with us and get paid. Yep, you can earn 20% of the recurring revenue for every customer you refer as part of The Unbounce Partner Program. It's our way of saying thanks.

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Always Up-to-Date Guide to Social Media Video Specs

Last Updated: January 28, 2019 Staying relevant and capturing your audience’s attention is a constant challenge for marketers. And now that brands rely on Read more...

This post Always Up-to-Date Guide to Social Media Video Specs originally appeared on Sprout Social.

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A Simple Three-Point Checklist for Documenting Your B2B Content Strategy Right Now

On the first day of 2019, I laid out a series of New Year’s resolutions for content marketers. At the top of the list was creating a documented content strategy.

Maybe you came across the post. Maybe you nodded your head while reading that particular item and said, “Yup, I’m gonna do that.” But most likely, you still haven’t yet. I’m not trying to be presumptive, just speaking in probabilities: research tells us that documenting a content strategy has been the subject of pervasive and perpetual procrastination across our field for some time.

What gives? Why do we keep putting it off?

“Usually procrastination happens because the task seems too difficult,” according to psychiatrist A. Chris Heath, MD (via PsyCom). Makes sense, based on my personal experience.

In this case, I think the difficulty and complexity seem a lot greater than they actually are. So, B2B content marketers, today I’m going to try and make both the “why” and “how” of this matter as simple and straightforward as possible.

The framework I'll use is one that TopRank Marketing CEO Lee Odden laid out in his book "Optimize" — a framework that is a core to our agency's approach for creating best-answer content

Why is a Documented B2B Content Strategy So Important?

There are two primary reasons.

First of all, neuroscience has found that we are more likely to accomplish our goals if we write them down. According to an article on Forbes last year from Mark Murphy, there are a couple of psychological factors driving this:

  • External storage: When your goals are written down, in a tangible and visible form (whether a physical piece of paper or even a digital document) they are harder to ignore. This is why Post-it Notes exist.
  • Encoding: The actual process of writing something down makes it far more ingrained in our memories. This owes to the generation effect, “a phenomenon where information is better remembered if it is generated from one's own mind rather than simply read.”

So that’s a big part of it. The second component is tangentially related, but has more to do with the collaborative nature of a marketing operation. When you’re trying to keep numerous individuals aligned around the same vision, it’s essential to have a single source of truth that’s accessible to everyone.

The above psychological principles come into play from a team aspect — your colleagues will better adhere to a strategy if they can actually see it, and the process of encoding will take place if everyone is collectively involved with documentation — but there are also more basic and practical elements.

When your content strategy is documented, you don’t have to re-explain things to people over and over again. You have a central point of reference for various freelancers, contractors, new hires, clients, external business partners, and so forth. It provides a concrete and objective basis for decision-making.

You also might spot flaws in your strategy more quickly (for example, an SEO specialist may see something amiss in the documentation and say, “We’ve gotta fix that,” whereas it may have gone unnoticed).

Are we all agreed on the value of a documented content strategy? Good. Let’s get one put together.

A Three-Point Checklist for Documenting Your B2B Content Strategy

In the interest of keeping things simple, we’ll flesh this out in high-level fashion. When you cut through all the variables and moving parts, content marketing strategy almost universally nests under three buyer stages: Discovery, Consumption, Action.

If our content is going to accomplish anything, it needs to be discovered, it needs to be consumed, and it needs to ultimately drive action (all with the right audiences, of course). As Lee so eloquently puts it, this means creating buyer-centric content strategy.

[bctt tweet="Making sure #contentmarketing plans are accountable to the buyer experience, and how they discover, consume, and act on info, empowers #B2B marketers with the ability to make their content accountable. @leeodden" username="toprank"]

Discovery: Who is your target audience and how will they find your content?

That first part is arguably the most important in this entire discussion. Who is your audience? What makes them tick? The more specific you can get, the better. When you gain a firm and comprehensive understanding of the people you want to reach — the challenges they’re trying to solve, the questions they’re trying to answer, the channels they tend to use — it can and should guide your entire strategy.

This is one foundational area where the documentation process is particularly valuable. Going through the exercise of articulating details about your audience can expose gaps in your knowledge, and force you to challenge existing assumptions.

The “Discovery” phase of your content strategy should account for the following:

  • Who is our buying audience?
  • What differentiates the various segments and buyer personas?
  • How can we develop an SEO strategy that aligns with their search behavior?
  • Which channels do they use?
  • Who do they listen to and respect in the industry or niche?
  • What topic clusters or editorial themes will dictate our content direction?

From here, you can build out your editorial plan and start focusing on consumption.

Consumption: How and why will people engage and interact with your content?

Once you’ve fleshed out a mix of channels and topics that align with your audience, the next step is focusing on engagement. Creating a bunch of content — even if it’s relevant and strategically aligned — won’t do you any good if people aren’t consuming it. Documenting your approach for making this happen will help keep everyone on the same page, while tying consumption to discovery.

The “Consumption” phase of your content strategy should account for the following:

  • How will our content stand out from competitors?
  • Are we optimizing on all fronts for mobile users?
  • How will we compel clicks with our headlines, meta descriptions and social messaging?
    What will be the timing and cadence for publishing?
  • What tools and technology will you use to plan, publish, and track your content?
  • How will you respond and interact to audience engagement? Whose responsibility?
  • Where do organic, paid, and influencers fit in?

With consumption covered, you’re to focus on action.

Action: What are your end goals, and how does your tactical mix connect to them?

Strategy is defined as “a plan of action or policy designed to achieve a major or overall aim,” so ultimately it all comes down to the outcome. We’ve listed this part last, to keep things chronological, but really you’ll want to start with your objectives and work backward. Your content strategy is a bridge between your purpose/mission statement and your goals. You have to know where you’re going before you can chart a course.

The “Action” phase should account for the following:

  • How will we convert our buying audience into customers?
  • How will we build and maintain relationships?
  • What are our key performance indicators (KPIs)?
  • Where do our benchmarks lie?
  • How will success ultimately be judged?
  • What ongoing steps are in place for conversion optimization?
  • How does every piece of the Discovery/Consumption framework above lead into this piece?

Create a steady stream of qualified traffic at the top, engage them through the middle, and drive action at the bottom. That’s a simple strategic content funnel, and as long as it keeps flowing you’ll be in good shape. Documenting strategy helps everyone in your organization rally around the same structure for making it happen.

Write It Down, Ramp It Up

If you can confidently check all three boxes above, you’ve got yourself a fundamental content marketing strategy that is built for success. There are plenty of extensions and additional elements that come into play, but for the sake of simplicity, this should cover your bases.

By documenting all of this, creating external storage and encoding it for your team, you’ll be on your way to full focal alignment, minimizing miscommunications and ambiguities that plague many operations.

And if you don’t have time to create that documented B2B content strategy at this moment? Make a note to yourself. Don’t underestimate the power of writing something down.

Want more resources from our blog to help solidify your content strategy? Check out these past articles:

The post A Simple Three-Point Checklist for Documenting Your B2B Content Strategy Right Now appeared first on Online Marketing Blog - TopRank®.

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How to Use Facebook Automated Rules to Manage Facebook Ads

Spending too much time managing your Facebook ad spend? Want to manage your Facebook advertising campaigns more efficiently? In this article, you’ll discover how to use Facebook’s automated rules to save time managing Facebook ad performance. Why Use Facebook Automated Rules to Manage Facebook Ad Campaigns? There are two main phases of Facebook advertising: setup […]

The post How to Use Facebook Automated Rules to Manage Facebook Ads appeared first on Social Media Marketing | Social Media Examiner.

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