Latest Marketing News

How to Get Started with Video Content Marketing (Without a Blockbuster Budget)

Tue, 22 Aug 2017 10:30:26 +0000

Back in my day, all online content was text-based. If you had two animated .GIFs on a website, you had to wait 30 seconds for the site to load. Four .jpgs on a site would crash your browser. We were grateful when posts were just words! We didn’t whine about “visual stimulation” or “content variety” [...]

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6 Quick & Dirty SEO Research Tips for B2B Content Planning

Mon, 21 Aug 2017 10:30:03 +0000

When it comes to crafting compelling content that informs, engages and inspires action, seasoned B2B digital and content marketers know our content needs to captivate both humans and search engines to be effective. After all, 81% of B2B decision makers conduct research before reaching out to a vendor, so we know our content needs to [...]

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Digital Summit Minneapolis: A Look Back at What We Learned

Fri, 18 Aug 2017 16:46:20 +0000

Parting [ways after an amazing conference] is such sweet sorrow. Your energy is high, your brain is full and you feel the love of other like-minded marketers. Sometimes however, it’s hard to keep that drive alive once the closing keynote has commenced and you resume your normal routine. But what if instead of going about [...]

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Digital Marketing News: Programmatic Ad Challenges, Blockchain & Artificial Intelligence

Fri, 18 Aug 2017 10:30:01 +0000

The Challenges of Programmatic Advertising and How to Overcome Them [Infographic]
A new infographic reveals that quality is the biggest issue in programmatic advertising. This includes brand safety, ad fraud and viewability. The good news? There's a way to overcome those challenges using a multi-layered human and technical approach. MarketingProfs

Industry Vets Build A Search Engine On Blockchain To Displace Google
MediaPost reports: "Colin Pape, project lead at Presearch.org, plans to release what he calls a decentralized search engine where no one company controls the content and the data and community members contribute to building the tool." Read on to learn how it will work. MediaPost

Building Lasting Consumer Relationships in Retail [Report]
A new report from Worldwide Business Research (WBR) and Persado shows that 86% of top retail marketers are investing up to multi-millions in AI this year. 69% are already using AI or machine learning within their organization. These marketers expect AI to make them more effective in terms of engagement, manage risk and stay ahead of the competition. Persado

Digital transformation in B2B marketing is slowed by the lack of an adoption strategy
A recent report shows that 21% of marketers surveyed have adopted digital transformation programs -- with 9% of marketers saying they've had a strategy in place for two years and 6% saying they're convinced that their company's digital marketing integration is completely optimized. The Drum

Introducing Watch, a New Platform For Shows On Facebook
Facebook has released a new show-based video platform called 'Watch'. This new platform is similar in functionality to YouTube, but emphasizes serial or episodic content. Watch will also allow video producers to monetize their content, however those details are currently unclear. Facebook Newsroom

Lead Generation to Increase Conversions [Report]
According to Ascend2: "A most important objective for 71% of marketing influencers to achieve with their lead generation strategy is to increase lead-to-customer conversions. This requires improving the quality of lead data – an important objective for half (50%) of marketing influencers." The study also notes that 50% of marketers surveyed also listed lead quality as a top challenge. Ascend2

AdWords mobile extensions get major upgrades with tappable sitelinks & more visible content
Google has announced that AdWords mobile sitelinks are becoming interactive, and they'll begin to emphasize callouts and structured snippets on mobile. These extensions are going to fall in-line with ad copy. Search Engine Land

Snapchat Acquired Location Measurement Company Placed for $135 Million
Snapchat recently released how much they paid to acquire Placed in an effort to increase advertising effectiveness -- a cool $135.2 million. Coupled with their recent acquisition of Zenly, it appears that Snapchat is gearing up for more data and location driven features and advertising features. AdWeek

What were your top digital marketing news stories this week?

We'll be back next week with more news and insights from the wild world of digital marketing - stay tuned or follow us on Twitter @toprank for daily updates.

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Lee Odden Shares Ways to Supercharge Your Content with Influencer Marketing

Thu, 17 Aug 2017 15:06:29 +0000

Sitting across the aisle from a renowned digital marketing strategist and speaker on a daily basis has tendency to allow you to take for granted the knowledge stockpile that is just a few feet away. Tuesday was a good reminder of that. When Lee Odden, CEO of TopRank Marketing, promised the crowd at the 2017 [...]

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Learn how to Become a Better Storyteller with Insights from GoDaddy’s Shawn Pfunder

Thu, 17 Aug 2017 10:30:42 +0000

Storytelling is a buzzword that has made it’s way around the marketing block several times. And as GoDaddy’s Editor in Chief, Shawn Pfunder, shared, storytelling continues to be relevant because our brains are insatiable for stories. Through stories of his own ranging from Christian Slater impersonations to a death-defying Grandfather, Shawn showed attendees at Digital [...]

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Elevate your Marketing Career with One Simple Word: Strategy

Wed, 16 Aug 2017 17:00:41 +0000

Not everyone can say that within 4 years, they went from being an individual contributor to the VP of a billion dollar company. McLean Donnelly can. How did he do it? As someone with a design background, you might expect the answer was jaw-dropping designs. But that is only part of the magic. It is [...]

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Using Audio to Engage in a Connected World #DSMPLS

Wed, 16 Aug 2017 10:30:33 +0000

Have you ever heard a song in the morning, only to have it stubbornly stick in your head all day long, even though you don’t care for it? Of course you have. It happens to all of us, and there’s a clear explanation for it. “People remember things via audio signal better, longer, and stronger [...]

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Taming the Wild Wild West of Social Media Digital Reputation #DSMPLS

Tue, 15 Aug 2017 17:00:49 +0000

In the Wild, Wild West of Social Media Digital Reputation, employees create social accounts without governance. But, are they on brand? At the Digital Summit Minneapolis, #DSMPLS, Casey Hall,Thomson Reuters, shared a process for taming the horses and adding governance to the stable. The Audit Start by searching your company name and all variations of [...]

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5 Ingredients to Master the Perfect Content Marketing Recipe #DSMPLS

Tue, 15 Aug 2017 10:30:28 +0000

Creating content day in and day out is exhausting. Constantly coming up with creative ideas and pushing yourself to come up with things you’ve never thought of is incredibly hard. But luckily, TopRank Marketing’s Executive Content Chef, Ashley Zeckman, was in the kitchen to help us cook up strategies for content creation at Digital Summit [...]

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12 Must-See Speakers at Digital Marketing Summit Minneapolis #DSMPLS

Mon, 14 Aug 2017 10:00:02 +0000

As marketers, our jobs require that we prioritize ongoing education and learning in order to remain relevant and competitive. Fortunately for us, there are a plethora of ways to gain this knowledge. One of the most effective (and my personal favorite) ways to keep learning is to attend industry conferences. Not only do these events [...]

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Digital Marketing News: VR is Growing, AI is Watching & 3 Billion are on Social Media

Fri, 11 Aug 2017 10:30:40 +0000

Global Social Media User Base Reaches 3 Billion A new report compiled by HootSuite and We Are Social found that the total number of social media users has now exceeded 3 billion, accounting for about 40 percent of the global population. Truly an incredible number, and one that speaks to the contemporary ubiquity of these [...]

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Behind the Marketing Curtain: An Interview With Comedian, Marketer Tim Washer

Thu, 10 Aug 2017 10:30:57 +0000

As we marketers long to make meaningful connections with our audience, we often look deep into our figurative crystal balls in hopes of finding a way to lay an irresistible field of content that will trap their attention. Unfortunately, we can end up putting our audience to sleep—leaving the door open for more colorful characters to swoop in and carry them away.

So, how can we take to the sky and get our audience to surrender to our content? By crafting a  narrative that has empathy, humility and wit. And there’s certainly no better person to look to for inspiration than comedic treasure Tim Washer, Creative Director of Marketing for the Service Provider Division for Cisco.

As part of our Wizard of Oz-inspired Behind the Marketing Curtain interview series, today we’ll pull back the fabric and get to know more about how Mr. Washer arrived in the wonderful world of marketing, and share insights that can help you harness the power of comedy to humanize your brand and connect with your audience.

Enjoy!

The Man Behind the Curtain

Tim grew up in Houston, TX and attended college at Texas A&M University, majoring in—you guessed it—marketing. But after graduation he took a sales job at Xerox—which was certainly not in his original plan.

“As I was getting close to graduation, there was one thing I knew I didn’t want to do: work in sales,” Tim recalled. “But as I was looking at marketing jobs, most open positions seemed to be promotional jobs—and I wasn’t turned on by that.”

“Then a professor of mine mentioned Xerox, and said their sales team was rated No. 1,” he added. “So, then I thought: ‘Why not start there?’ This seemed like the perfect opportunity to get a better idea of how customers think and what their needs are, which is essential in marketing. It was a total one-eighty for me.”

After snagging a meeting and shadowing someone for a day, Tim landed the gig at Xerox—laying the foundation for what would be a long career in the software and technology space. A few years later, he went back to school to get his MBA. Then, in the late 1990s, he made his way to New York City and has been there ever since.

But shortly after his move, Tim realized he wasn’t exactly working in his calling.

“What I really enjoy doing is comedy and improv, and making people laugh,” he said. “That’s where I feel at home. That’s my Kansas.”

As it stands today, Tim has been able to merge his practical sales and marketing experience with his true passion. As previously mentioned, he’s currently Cisco’s Creative Director of Marketing for the Service Provider Division, and specializes in corporate humor and video content. Here’s a little taste of his work:

[embed]https://www.youtube.com/watch?v=Z8MWl9UGwQo[/embed]

Prior to Cisco, he spent about six years doing similar work at IBM. In addition, he’s still active in the comedy arena, with writing and acting credits for his work on Saturday Night Live, Conan, The Onion, and Last Week Tonight with John Oliver.

But how exactly did he get here? We’ll get to that in the next section.

Following His Yellow Brick Road

Like Dorothy Gale, an unexpected twister hit Tim without warning, sending him on a long and winding path.

“I know the exact moment it happened,” Tim remembered. “It was March 3, 1998.”

It was the season of Lent, and Tim said he was thumbing through a devotional guide that his church— Fifth Avenue Presbyterian—had created for the season.

“In there, I saw a Frederick Buechner quote that said: ‘The place where God calls you is the place where your deep gladness and the world’s deep hunger coincide,’” he recited. “And there were a series of reflection questions, the first one was: ‘What is your spiritual gift?’”

For Tim, that answer was easy. It was making people laugh—but he asked around just to make sure others felt the same way. But it was the next question that sealed his fate.

“The question asked: ‘How good of a steward are you being to this gift?’” Tim explained. “And at that moment I had this feeling of obligation come over me. I realized it was no longer a choice. It wasn’t something I wanted to do—it was something I had to do. I was going to be a comedian.”

[bctt tweet="#Comedy wasn't something I wanted to do. It was something I had to do. @timwasher" username="toprank"]

After that, Tim joined the Upright Citizens Brigade (UCB) in New York City, and studied improv under the incomparable Amy Poehler. She actually helped him get one of his first big breaks—writing for SNL.

“She was extremely influential and helpful,” Tim said, likening her help to the kind Dorothy received from Scarecrow, Tinman and Cowardly Lion.

He had a few other trusty helpers along the way, too, including Tony Hale, known for his role as Buster Bluth on Arrested Development and Gary Walsh on Veep, as well as film director Scott Teems.

“Scott is without a doubt one of the most influential people on my career,” Tim said. “When I pitched my first comedy video to IBM, I didn’t have any budget, but I called him up and he worked with me on it. And they loved it. He’s been a dear friend, and whenever he’s available I ask him to work with me.”

Nearly two decades later, and several of his signature and wildly successful PowerPoint bits later, Tim has carved out a unique career niche for himself and he’s turning out award-winning corporate work.

Meeting the Wizard

Without further ado, let’s dive into Tim’s tips and insights for infusing comedy into your marketing strategy.

That’s a horse of a different color. How can comedy and content come together to create a unique audience experience and bolster brand voice?

Comedy is the most powerful way to humanize a brand because it demonstrates empathy. Let’s face it, a lot of true comedy comes from pain. So, when we can come out and touch on a customer pain point, we show them that we understand their point of view. When we do something that is self-deprecating, when we look vulnerable, and when we let our guard down a little bit that’s when we make a connection.

These days, there’s so little content out there that truly connects with people. So often we start off with a good idea, it goes through a committee where everyone wants to have a say in something, and the idea begins to soften. Then you end up with the lowest common denominator of something safe.

So much of marketing is telling people how great we are. But with comedy—especially in the form of video—we can show them that we’re not always going to tell you how great we are. And if you can make someone laugh, that is the most intimate connection you can make.

[bctt tweet="If you can make someone laugh, that is the most intimate connection you can make. @timwasher" username="toprank"]

The Wicked Witch was defeated with just a pail of water. What creative tactics and tools can marketers use to create an engaging video experience?

If you’re going to do comedy, it’s critical to get a comedy writing and a video production team that are experienced with producing comedy. One of the biggest mistakes people make is saying: “Let’s make a funny video. Our in-house video guy can probably do it.” But when it falls flat, they often think comedy just doesn’t work for their brand.

Comedy is very much a social sport. You need to have a partner with the right chemistry, and someone to bounce ideas off—and someone to tell you when something just isn’t funny. This dramatically enhances the work.

As a more general rule for creating great video, you need to be able to tell a story—a story that doesn’t focus on hitting all your product talking points. For example, we did a mini documentary for Cisco that showed how smaller service providers are serving third-world countries. It focused on how our customers are making a difference, and of course inferred that our technologies are helping them make that difference.

[bctt tweet="If you want to add #comedy to your #marketing, get an experienced team. @timwasher" username="toprank"]

Dorothy’s ruby slippers were the key to achieving her end goal of returning home. How can marketers leverage their existing resources to unlock creative video content ideas?

These days budgets are being cut, yet we still need to produce more content. So, we need to transition from marketers to content creators—and those are two very different skillsets. But the bottom line is that you need to focus on telling the story.

Get away from the product and focus on finding out how people are actually using your product or service. Ask yourself what people want to watch. Ask yourself how you could make something visually interesting and compelling. If you don’t have a big video budget, invest in a cheap light, tripod and camera, and start shooting. Make 10 videos, and then publish the 11th one. Once you get comfortable with it, great things can happen.

[bctt tweet="When doing any kind of video #content, you need to focus on telling the story. @timwasher #marketing" username="toprank"]

Good witch or bad witch? What’s a bad habit all marketers should drop?

Letting fear have too much influence over their decisions—and dropping this habit certainly requires some deep personal reflection. Ask yourself how does fear hold me back in my job? Is it a risk-averse boss? Is it fear of failure? You need to figure out how fear is impacting you right now, in this very moment. Then you can start to find solutions to work around it.

[bctt tweet="Ask: How does fear hold me back? Once you figure it out, you can look for solutions. @timwasher" username="toprank"]

What’s one thing you would ask the all-powerful marketing wizard for? (More budget, more resources, better data?)

Well, I’d always ask for more budget. But I’d also ask for a committee of “yes” people. Those who are more open to risk-taking. I’m fortunate to work for a company that is open to all of that, and wants to be leaders in the creative space and embrace risk-taking.

We’re Off to Meet More Wizards

I’d like to sincerely thank Tim for taking the time to open up about who he is, where he comes from and how he approaches content and comedy. Thank you so much, Tim.

Of course, TopRank Marketing’s journey to Emerald City is still underway. In the coming months, we’ll be bringing you more exclusive interviews and insights from industry wizards to add some smarts, heart and nerve to your marketing efforts.

Stay tuned for our next installment, my pretty!

What’s one thing you’d ask the all-powerful marketing wizard for? Tell us in the comments section below.

The post Behind the Marketing Curtain: An Interview With Comedian, Marketer Tim Washer appeared first on Online Marketing Blog - TopRank®.

15 Ways to Supercharge Your Digital Marketing #DSMPLS

Wed, 09 Aug 2017 10:30:28 +0000

Good marketing programs involve strategy, goals, target audience, tactics and measurement. Great marketing programs often include a special ingredient to really supercharge the engine of leads and sales. To help you supercharge your marketing success, I’ve reached out to some of the most trusted voices in the digital marketing world speaking at the upcoming Digital [...]

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A Marketer’s Guide to Minneapolis: Gearing Up for #DSMPLS + Exclusive Event Invite

Tue, 08 Aug 2017 10:30:05 +0000

Next week, Digital Summit will arrive in Minneapolis, drawing in distinguished speakers and attendees from far and wide while placing our hometown at the center of the marketing world for a few days. Whether you’re coming into town to join the festivities, or simply curious to learn more about the Twin Cities and why TopRank [...]

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How 6 B2B Brands Climbed to New Heights with Content Marketing

Mon, 07 Aug 2017 10:30:55 +0000

Eighty percent of the fastest growing B2B companies employ content marketing, according to data from Mattermark and Drift.com. But not all B2B marketers are seeing fast results. In fact, the Content Marketing Institute surveyed B2B marketers and found that only 34% of them believe their content marketing strategies were effective or extremely effective. The remaining [...]

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Digital Marketing News: Social Video, Google Consumer Confidence & Content’s Influence

Fri, 04 Aug 2017 10:30:20 +0000

Everything You Need to Know About Using Video in Social Marketing [Infographic]
We often hear how engaging videos are on social media - but there's certainly a trick to getting it right for your audience. This infographic shows highlights from a recent study from Animoto, where 1,000 consumers sounded off on what they wanted to see. MarketingProfs

2017 Google Consumer Confidence Report
Digital Examiner recently conducted a survey to determine how much consumers trust the information they are served in Google search results. The trust for Google remains high despite recent commentary surrounding alleged biases, with 72% of consumers saying they trust search results. Digital Examiner

How Content Influences the Purchasing Process: Tips for Content Marketers [Research]
CMI and SmartBrief teamed up to create new research that reveals how content influences the purchasing process. The research found that 81% of buyers say they conduct their own research before bringing in a vendor, and 62% wanted content that speaks to their needs and pain points. You can read more analysis of the study on the TopRank Marketing blog. Content Marketing Institute

The Remarkable Rise of Influencer Marketing [Infographic]
In an effort to understand the current state of influencer marketing, Influencer Marketing Hub conducted an online survey. They report: "The results are definitely optimistic, indicating that influencer marketing is truly mainstream, on an upwards trajectory as a preferred method of marketing." Influencer Marketing Hub

Coming Soon: Website Demographics
LinkedIn has announced that they'll soon release Website Demographics to allow brands to better understand their audience, create tailored content based on resonance, and reach ideal prospects. LinkedIn Marketing Solutions

Google Said to Offer Publishers A New YouTube Deal
AdAge reports: "[YouTube] is offering major publishers who choose its backend video player the ability to control ad sales both on their sites and on YouTube, according to people familiar with the new offering." AdAge

Twitter Is Testing a Feature That Lets Brands Automate Their Promoted Tweets
Twitter is beta testing a program for brands that will allow them to automatically promote their Tweets. The targeting options are limited, and the platform will choose which Tweets to sponsor on behalf of the brand. This new program costs $99 per month for those interested. AdWeek

Facebook will Rank Links to Slow-loading Pages Lower in People’s News Feeds
For brands with a slow website, the past few years have been pretty tough. Now, Facebook joins in on the movement toward better UX by tweaking its news feed algorithm to penalize links to slow-loading websites. Marketing Land

What were your top digital marketing news stories this week?

We'll be back next week with more top digital marketing news! As always, if you need more in the meantime follow @toprank on Twitter or subscribe to the TopRank Marketing blog for daily insights to your inbox.

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New Report: 5 Statistics You Need to Know on How Content Influences Purchases

Thu, 03 Aug 2017 10:30:00 +0000

How Content Influences the Purchasing Process

These days there’s no question that great content is a foundational element of any marketing strategy—especially in B2B. In fact, according to Content Marketing Institute’s (CMI) 2017 benchmarking report, 89% of B2B marketers use content marketing to “attract and retain a clearly defined audience—and, ultimately, to drive profitable customer action.”

And thanks to yet another insightful report from CMI—the latter objective is our focus today.

Last week, CMI and SmartBrief released their How Content Influences the Purchasing Process report, featuring data and insights collected from 1,200 SmartBrief subscribers. The aim of the report was to dig into the minds of those who are actually consuming content, and uncover what types of content are most influential, how decision-makers perceive vendor content, and more.

From a marketer’s perspective, the findings both reinforce and redefine how marketers should be crafting their B2B content marketing strategies. Below I share five key statistics from the report, and some associated takeaways that can help you both bolster and boost your content efforts to drive action by decision makers.

#1 - 81% say they generally conduct research before bringing a vendor in.

Marketers know that the modern buyer’s journey is becoming increasingly self-directed. After all, this shift is arguably what drove the emergence of content marketing in the first place. So, it’s no surprise that CMI and SmartBrief’s report revealed that an overwhelming majority of decision-makers are conducting their own research before making contact with a vendor.

The big takeaway: Simply put, decision-makers want to be educated. Thanks to the rise of the internet, social media and mobile technologies, buyers are more empowered than ever to take things into their own hands. As a result, marketers need to double-down on their efforts to guide people through the purchasing process by creating content for each stage of the sales funnel.

For the TopRank Marketing team, this means leveraging the Attract, Engage, Convert model, as well as an integrated mix of tactics, to craft customer-centric content that’s easy to find, consume and share.

[bctt tweet="Simply put, decision-makers want to be educated. #B2B #contentmarketing @cmicontent" username="toprank"]

#2 - 40% say credibility trumps the source of information.

Since decision-makers are often taking research into their own hands, it stands to reason that they’re consuming information from a variety of sources. According to the report, 66% of respondents admitted to using sources other than vendors to initially collect information.

But perhaps one of the most interesting revelations was that 40% say the information source isn’t a big concern. In the end, they just want good, credible information.

The big takeaway: As long as the content is credible, the source doesn’t matter. While an organization’s owned channels may never be a one-stop-shop for all prospects’ needs, the report encourages vendors to ensure their websites are up-to-date. In addition, since your prospects will likely come into contact with your brand in a variety of ways, marketers can take the lead on evaluating how their brand is being presented across all channels (i.e. printed materials, social media, third-party review sites, in-person events, etc.) to ensure consistency and build credibility.

[bctt tweet="When it comes to gathering info for purchasing decisions, #content credibility > source. @cmicontent" username="toprank"]

#3 - 62% say they want content that speaks to their specific needs and pain points.

As marketers, it’s our job to dig deep to understand who our audience is, the challenges they face and the questions they’re asking. But perhaps we’re falling a little short in this area.

According to the report, the No. 1 most important quality for content during the purchasing process is that is speaks to the specific needs or pain points of the decision-maker. Product or service specifications, and educational rather than promotional, came in at No. 2 and No. 3 respectively.

The big takeaway: Give the people what they want by delivering best-answer content that is tailored to specific niches, scenarios, pain points or questions your prospects/customers are asking.

But where do you start? From my perspective, your first stop should absolutely be your sales team. These folks are in the trenches every day and can give you detailed insights on customer characteristics (i.e. job title, company name, company size, etc.), as well as the challenges they’re looking to solve. Then conduct keyword topic research, and analyze your website and social data to learn more about how your prospects are searching and how they’re engaging with your existing content.

[bctt tweet="Give the people what they want: best-answer #content tailored to specific niches. #B2B #contentmarketing" username="toprank"]

#4 - Just 21% rank blog posts as influential in their purchasing decisions.

Perhaps unsurprisingly, CMI and SmartBrief found that 80% of decision-makers ranked peer recommendations as their No. 1 purchasing influencer. But the No. 2 spot went to original research, with 74% of respondents rating it as influential. Furthermore, many of the most “traditional” content marketing tactics such as eBooks (33%), blogs and articles (21%)  and email newsletters (21%) landed toward the bottom.

The big takeaway: It’s time to expand your content mix. To revisit CMI’s 2017 benchmark survey, social media content (83%), blogs (80%) and email newsletters (77%) were ranked as the top three most-used content marketing tactics. But as stated above, these are less influential in purchasing decisions.

So, if you want to really connect with decision-makers, it’s probably time to step up with more robust and engaging content offerings such as webinars, on-demand product demos and—if you have the bandwidth and budget—original research.

Now, this doesn’t mean you should completely abandon blogs or email marketing. Every organization’s content mix will be different depending on the industry and business objectives. Take stock of what you’re doing, and use the data and insights you have to draw some conclusions about what is and isn’t working. This will help you make decisions on where to ramp up your efforts, and where you can start dabbling with different content types.

[bctt tweet="Based on @cmicontent research, it may be time to expand your #contentmarketing mix." username="toprank"]

#5 - Just 5% say they share information with colleagues on social media.

Generally speaking, purchasing decisions are a group effort. But how are decision-makers communicating with one another? According to the report, the vast majority (82%) of decision-makers are sharing content via email with other colleagues. The next most popular channels are conference calls (64%) or through a shared document or folder (36%)—with social channels coming in at 5% or less.

The big takeaway: Social sharing metrics don’t give you the full engagement picture, so don’t fret if your shares are looking a little low. From my perspective, the bottom line here is the more you tap into the unique content needs and pain points of your audience, the better chance your content has at making an impression on all decision-makers.

[bctt tweet="#B2B decision-makers are sharing #content via email - not #social. @cmicontent" username="toprank"]

Want to Read the Full Report?

Get access to the free report here.

Are you surprised by any of the findings in the report? Tell us in the comments section below.

The post New Report: 5 Statistics You Need to Know on How Content Influences Purchases appeared first on Online Marketing Blog - TopRank®.

20 Jokes Only a B2B Marketer Will Get

Wed, 02 Aug 2017 10:30:37 +0000

Lately, there’s been a big push for adding humor and personality into B2B marketing. I’m all for it—not only does it play into my natural strengths, it means that B2B marketers can bring more creativity and fun into their day-to-day. It may be hard to cast off the idea that we on the B2B side [...]

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Cows to Content: 6 Marketing Agency Culture Lessons I Learned on the Farm

Tue, 01 Aug 2017 10:30:53 +0000

[Editor’s Note: Please join me in welcoming another new author to TopRankBlog.com, Elizabeth Williams. Elizabeth is an Account Manager that has been with the TopRank Marketing team for almost a year and spends her time managing the needs of our awesome clients! Welcome Elizabeth!] From my first day of preschool, everything I’ve encountered in life, I’ve compared [...]

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Benefits of Using Instagram

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Many business owners are unfamiliar with the benefits of using Instagram. This mobile social platform makes it easy to share photos of everything related to a company. It can be used to showcase products, company events, employees, and behind-the-scenes activities....

How to Segregate Personal from Business Social Media Accounts

18 May 2013 01:20:25 Z

There is much confusion about how to segregate personal from business social media accounts. Much of the uncertainty stems around setting up Facebook pages, but many people also use social venues such as LinkedIn, Twitter, and Instagram. There are many...

Creating a Bullet Proof Marketing Strategy with OMDNA

13 May 2013 04:42:53 Z

Creating a bullet proof marketing strategy is essential for every business owner. In order to attract and retain customers, companies must develop a plan that aligns with their demographic market. To accomplish this necessitates having an understanding of the company's...

Understanding Lifetime Value of Customers

10 May 2013 03:20:37 Z

An essential aspect of marketing is understanding lifetime value of customers. Owners who take time to develop and maintain strong relationships can take their business to new heights with minimal expense. One of the greatest benefits of understanding lifetime value...

Why Video is Still Getting 70 Percent of All Internet Traffic

06 May 2013 23:42:03 Z

The topic of why video is still getting 70 percent of all Internet traffic was brought up in a recent mastermind meeting. Most people thought it was due to the popularity of YouTube, but videos can be published through many...

Hiring the Right SEO Company for Your Business

06 May 2013 22:19:01 Z

There is little doubt that hiring the right SEO company for your business can pay off handsomely. Skilled professionals can assess which online marketing strategies are best suited for your industry and overall goals. They can implement proven techniques to...

Building an Opt-In Email List

06 May 2013 22:01:13 Z

When it comes to building an opt-in email list, business owners ought to spend time developing a plan to ensure they maximize their efforts. As with all marketing endeavors there are some do's and don'ts that should be followed. One...

3 Cross Channel Marketing Tips

30 Apr 2013 00:02:36 Z

Cross channel marketing is one of the most powerful strategies business owners can use to maximize their online presence. Utilizing a variety of ad platforms, companies can tap into a larger base of consumers and expand brand recognition. Getting started...

How to Use Pinterest

24 Apr 2013 23:49:08 Z

Recently, there's been a lot of talk about how to use Pinterest to market a business. Many owners are uncertain of how this virtual bulletin board can be used to strengthen brand recognition or boost website traffic. Those who are...

LinkedIn Social Media Marketing

22 Feb 2013 06:12:45 Z

Regrettably, most business professionals aren't using LinkedIn social media marketing to the fullest. People tend to create their business profile, connect with colleagues, and leave it at that, but those who take the bull by the horns can reap many...

Twitter Vine

20 Feb 2013 21:13:14 Z

There's been a lot of talk about the launch of Twitter Vine mobile service that makes use of abbreviated videos. Just as Twitter abbreviates tweets, now users can integrate six second videos to showcase products and special events. Learning how...

Online Marketing Content

14 Jan 2013 23:52:41 Z

Everyone knows online marketing content is a necessary part of conducting business via the Internet. After all, search engines are designed to deliver websites containing the information searchers are looking for. Learning how to capitalize with online marketing content will...

Social Video Marketing

10 Jan 2013 20:58:22 Z

Business owners who take advantage of social video marketing can create a tremendous amount of brand buzz as long as videos are high quality and enjoyable to watch. Learning how to produce video ads and promote them in social networks...

Facebook Email Test

09 Jan 2013 21:24:39 Z

There is a lot of talk about the Facebook email test which was unveiled the end of December 2012. The experiment is aimed at generating new revenue for the popular social networking group by assessing a $1 fee to send...

Roofer Facebook Business Fanpage

04 Dec 2012 06:48:43 Z

Will Your Roofing Business SurviveThe Death of Traditional Marketing?Amazingly Simple "PROVEN SYSTEM" To Dominate Your Local Market...


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