Facebook has become an integral part of the marketing process. More than 1.71 billion people visit it on a monthly basis, making it the Read more...Read More »
The summer of 2016 has been a little rough for businesses, brands and marketers that use Facebook as an important part of their marketing mix. Not only did Facebook implement a new News Feed algorithm that favors content from users’ friends and family, but just over a month ago they rolled out a new desktop [...]
The post Find the Bright Side: 6 Things Brands Should Do in Light of New Facebook Page Layout appeared first on Online Marketing Blog - TopRank®.Read More »
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This post 5 Blog Post Ideas to Bring Variety to Your Content first appeared on .
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Last week, over four thousand marketers gathered together to immerse themselves in the world of content marketing. The 2016 Content Marketing World conference was filled with insights from some of the top content marketers on the globe and offered two days filled with education and networking. In just a few short days, attendees (and even those that weren't able to attend) began sharing their experience on social networks. In fact, last week alone there were 45,000+ posts on social networks by over 10,000 users with estimated impressions of almost 4M.
We were happy to be among those in attendance that buckled up for the ride that is Content Marketing World. Along with myself, TopRank Marketing CEO Lee Odden and President Susan Misukanis also attended as representatives of TopRank Marketing. We accomplished a lot over those couple of days including two presentations from Lee on how to optimize the ROI of your content agency investment and insights into how B2B executives can strategize in a world of content, publishing session live blogs (included below), meeting with clients, networking and forming partnerships with other like minded marketers.
If you weren’t able to attend this mecca of content marketing, don’t worry! We’ve complied some of the top insights from our favorite sessions as well as some of our favorite quotes and insights from top speakers.
Top Content Marketing World Takeaways
How to Scale Influencer Marketing
Influencer marketing has proven to be a very effective way for brands large and small to build credibility and trust with their audience. However, many influencer marketing programs fail before they even get off the ground.
In their presentation, Traackr CEO Pierre-Loïc Assayag and Microsoft’s Amanda Duncan and Eve Psalti answered some of the most pressing questions many brands have about how to create a scale a successful influencer marketing program.
For more details on how to make influencer marketing work for you, read: The Microsoft Factor: Scaling Influencer Marketing to Transform a Global Brand
Are You Getting the Most Out of Your Content Marketing Agency?
Working with an agency that specializes in content marketing can provide brands with a more strategic and scalable marketing program that leverages expertise and additional resources that specialize in content. In his presentation at Content Marketing World, TopRank Marketing CEO Lee Odden shared insights to help brands get a maximum return on their investment with content agencies.
For tips on how to get the most out of your content marketing agency investment, read: Learn How to Optimize Your Content Marketing Agency Investment
How to Provide More Value with Email Marketing
Today’s customers are busy, savvy and frustrated. But why? They’ve taken on too much and are looking for ways to improve their own efficiency, old email marketing tricks no longer have an impact and they’re tired of receiving pitch after pitch that doesn’t add value. However, email marketing is just as important (and effective) now as it has ever been, especially when it’s integrated with marketing automation. In his session, Mathew Sweezey of Salesforce covered the in’s and out's of the current state of email, and how to be more effective with your email efforts.
To learn more read: 6 Ways to Improve the Value of Your Email
Creating An Integrated & Authentic Influencer Marketing Program
Dell’s Shelley Ryan and Lauren Mauro are no strangers to the world of influencer marketing. In fact, it’s something they were doing long before it had a name. Through their influencer marketing journey they’ve learned how to navigate an often complex strategy in a way that works well for their brand.
In their session, they focused on Dell’s influencer marketing point of view, real examples and their own journey with influencer marketing.
To see how Dell has successfully implemented a robust influencer marketing strategy read: How Dell Approaches Integrated & Authentic Influencer Marketing
Build Momentum with Content Marketing
Marketers around the globe are faced with the fact that they simply don’t have a captive audience. Consumers have tuned out advertising and traditional marketing tactics, leaving many marketers searching for a solution. To help marketers make the shift, Tami Cannizzaro of Oracle offered helpful tips to help brands build earned authority with their target audience.
To find out how to build this authority, read: How to Build MOmentum For Your Brands Around the World Through Content Marketing
BONUS: 50 Top Content Marketing Influencers #CMWorld 2016
In all, there were over 150 speakers that presented at Content Marketing World. Preparing for an event of that magnitude takes hours of research, planning and practicing to live up to what is expected of speakers of this caliber. To shine a light on those speakers that are not only working hard, but have built credibility with their audience, Lee put together this great list of the top 50 influencers that were speaking at this year's conference.
To see who made the list, read: 50 Top Content Marketing Influencers #CMWorld 2016
Snackable & Inspirational Speaker Quotes From #CMWorld
With all the information presented at conferences like Content Marketing World, it can sometimes be hard to pick out the best nuggets of wisdom to apply to your own marketing. To make that a little easier for you, I've collected some of my favorite speaker quotes from the conference shared by the #CMWorld community on Twitter.
"Mediocre content will hurt your brand more than doing nothing at all." Preach, @JoePulizzi! It's all in or no in. #cmworld — Ann Handley (@MarketingProfs) tweet this
"Don't ask content agencies just for their wins but also their failures. And how they recouped." @leeodden #CMWorld — Guillaume Decugis (@gdecugis) tweet this
Do your research/prep before writing. "The difference between creative and desperate is having an abundance of ideas." @annhandley #CMWorld — Starr Pagharion (@starrrwars) tweet this
"Define influencer relations guidelines first. If it's not in black&white, everything will look like a grey." -@ShelleyCRyan #CMWorld — Andi Enns (@andienns) tweet this
"We are all creative geniuses at age 3. Only 2 percent of adults retain it." @larssilberbauer #CMWorld This is so true! — Ayesha Ambreen (@AyeshaAmbreen) tweet this
"Set up a 1:1 meeting with a colleague. Ask about a pain point. Collaborate on content. Demonstrate its success."— @slosee, #CMWorld — TrackMaven (@TrackMaven) tweet this
"Match content to searchers' INTENT thru related topics, keywords with matching intent, answers/solutions, unique value!" @randfish #CMWorld — Andrea L. Ames (@aames) tweet this
Thank You Content Marketing World!
Wrapping up Content Marketing World last week was bittersweet. I was sad to say goodbye to friends (old and new), but was incredibly excited to begin putting all of that awesome content to good use. Spending time surrounded by smart marketers was an invigorating experience and the insights gained from this conference will help fuel marketing strategies for brands for months and even years to come. If you were able to attend, what was the most important thing that you learned?
Disclosure: Dell and Traackr are TopRank Marketing clients
The post Top Takeaways & Words of Wisdom From Content Marketing World 2016 appeared first on Online Marketing Blog - TopRank®.Read More »
Having shareable content is one of the main pillars to a successful social media marketing strategy, but on Instagram it’s not so simple. Knowing Read more...
This post How to Regram: The Importance of Sharing Instagram Content originally appeared on Sprout Social.Read More »
Each year, brands are investing countless hours and thousands if not millions of dollars in marketing to prospects and current customers with content. Often times, internal marketing teams are finding that they need content marketing agency expertise and support outside of their organization.
Working with an agency that specializes in content marketing can provide brands with a more strategic and scalable marketing program that leverages expertise and additional resources that specialize in content. However, agency retainers can be substantial and there isn't a marketing executive out there that isn't in search of maximum return on that investment.
At last week’s Content Marketing World, TopRank Marketing CEO Lee Odden took the stage to share insights about how brands can get the most out of their content marketing agency. Whether you’re currently on the hunt for an agency to help with content marketing, or if you are in deep with an existing agency relationship, these tips will help you get the most out of working an outside resource to win the content marketing race.
When to Engage A Content Marketing Agency
First, it’s important to determine how engaging a content agency will help your brand achieve your marketing goals. Below are a few examples of signs that you may be in need of an agency partner:
- Building up a large content marketing team just isn’t practical.
- There is a need for expertise that currently doesn’t exist within your organization and you need to create efficiencies.
- You’re looking for an outside perspective that will help challenge your team, evolve your approach and provide validation of the successful ideas the team has implemented.
- Creating additional connections with partners, platforms and influencers is an objective.
- Additional training, insight and education are needed for the internal marketing team.
The different types of scenarios in which you will need outside content marketing resources could include:
- Projects: Short-term, turnkey, campaign, content creation
- Strategy: Research, workshops, recommendations, strategy report, no execution
- Partners: Research and strategy implementation, content at scale, integration, Martech, ongoing management and execution, dashboard reporting.
Setting Realistic Expectations
One of the key elements that determines either the success or failure of a brand and agency relationship is the quality of communication. Both parties need to be up-front about expectations, capabilities and goals.
All too often, agencies will agree to or construct ideas that may not necessarily be within their wheelhouse. When that happens, the end result typically does not live up to the expectation set with their client. That is why transparent and honest communication is essential to brand and agency success.
Common Agency Issues
Unfortunately, there are sometimes issues that arise and create a less than stellar experience. Some of the top issues that many brands have experienced include:
- The agency they’re working with just doesn’t “get” their messaging or understand who they are.
- While the agency creates great content, they don’t have expertise about content amplification or promotion.
- The quantity or variety of content that’s needed by the brand can’t be produced by the agency.
The Relationship is A Two-Way Street
The truth of the matter is that both the brand and the agency have certain obligations to fulfill in order for the relationship to run smoothly and successfully.
Sometimes agencies are not provided with the proper guidance needed in order to create a successful content program. Additionally, internal brand processes can create bottlenecks (especially related to content approval) and make it difficult for the agency to execute.
To help alleviate the issue of "approval black holes", TopRank Marketing Co-Founder and President Susan Misukanis recommends:
"Confirm the specific process and people involved with the client side approval requirements in advance and include them in the agreement. Be specific and provide ‘plan B’ options.”
For Content Marketing Performance Measurement, Follow An Attract, Engage & Convert Content Model
Good content marketing will follow an attract, engage, convert model that is aimed to closely align with business goals and marketing KPIs to provide the most value. Below is a model that Lee shared with the audience during his presentation:
6 Ways to Evaluate A content Marketing Agency
- Be clear on your own goals and resources
- Ensure that the agency provides their approach to content, specializations and differentiators
- Understand how they work and who they work with
- Determine how their team is structure and who leads the relationship from their team
- Insights into processes including strategy, plan, tactics, measurement and reports should be provided
- Ask for recent successes, references and their engagement model
Don’t Settle for A Wrong Fit
Ultimately, some agencies are a fit for certain brands and others aren’t. Make sure that you do your homework and determine beforehand what qualities are most important for your brand.
If you’re in need of a new content marketing agency or just want to explore your options, contact TopRank Marketing for a free consultation.
The post Learn How to Optimize Your Content Marketing Agency Investment appeared first on Online Marketing Blog - TopRank®.Read More »
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Fiction writers find inspiration in the strangest places. Nature. Children. Turn signals. Smoke signals. But what about copywriters? As anyone who writes copy will tell you, it’s easy to end up in an echo chamber, resorting to the same tricks over and over. So if you’re stuck for ideas, here are 25 totally unexpected resources to spark your creativity and give your copy the stand-out treatment.Read More »