8 Upcoming Events to Learn All About Content and Influencer Marketing

Learn Content Influencer marketing

According to a new study from eMarketer, in 2018 nearly nine in 10 business-to-business (B2B) companies in the US will use digital content marketing. At the same time, influencer marketing has become one of the hottest topics in the marketing world: The L2 from Gartner reports that over 70% of brands used influencers in their 2017 marketing plans and 95% found them to be effective.

We know how this goes in marketing: a strategy or tactic becomes popular with every opportunist repeating the echo chamber of best practices until it’s unclear what’s really relevant for your business.

We’re seeing firsthand, the impact content and influence is having on marketing and have been working with many of the top B2B brands in the world to plan, implement and optimize content marketing programs with highly credible and connected influencers.

That expertise didn’t happen overnight. We’ve been working hard on B2B influencer marketing strategies, process and workflow, measurement and reporting for the past 6 years. In addition to helping clients develop and implement influencer content programs, we’re also teaching our community about this impactful intersection of disciplines.

In fact, over the next 2 1/2 months there are at least 8 events happening online and in cities including Scottsdale, Boston, San Francisco, Ft Lauderdale and Minneapolis where you can learn the strategies and tactics of influencer and content marketing, presented by team members from TopRank Marketing. Find one that works with your schedule.

B2B Marketing Exchange
Feb 19-21: B2B Marketing Exchange – Scottsdale, AZ

Millennials & Influencer Marketing: How to Organize & Optimize for B2B
Not only are Millennial aged professionals more trusting of social influencers when making purchase decisions, they’re also more likely to participate as influential content creators. B2B brands that can master working with internal and external Millennial talent to co-create content and engage on social channels will reap rewards now and into the future.

This presentation by Lee Odden of TopRank Marketing and Alexandra Rynne of LinkedIn Marketing Solutions will help B2B marketers understand the influencer marketing opportunity with Millennials in multiple ways:

– Understand influencer engagement models from seasoned brandividuals to rising star Millennials

– Bust myths about working with Millennials and how B2B brands can create win/win relationships
– Learn from examples of B2B influencer content in action

Demand Gen Strategies Summit
Demand Gen Summit BrighTalk
Feb 22: Demand Generation Strategies Summit (BrightTalk) – Onlin
The Confluence Equation: How Content & Influencers Drive B2B Marketing Success
Content and influencer marketing are hot topics for B2B marketers all over the world as two of the most promising strategies for attracting, engaging and converting ideal customers. What many marketers don’t realize is how collaborating with influencers can create even more credible, relevant, and optimized experiences for target accounts. Join Lee Odden to learn how working with influencers and their communities can help scale quality B2B content that gets results.

Digital Transformation Days - SEMRusn
Feb 22: Digital Transformation Day (SEMRush) – Online
Barry Schwartz and Lee Odden interview each other
Barry Schwartz, President of Rusty Brick, News Editor of Search Engine Land and Executive Editor of Search Engine Roundtable will interview me, Lee Odden, and I will interview Barry about trends in the search and digital marketing world.

Feb 28 – Mar 2: Social Media Marketing World – San Diego, CA
How Content Plus Influence Equals Results: The Confluence Equation
Content marketing and influencer marketing are hot topics for marketers all over the world as two of the most promising strategies for attracting, engaging and converting ideal customers. But how do you find the right influencers? What kind of content should you collaborate on? How do you best measure influencer and content success? Join Lee Odden to learn from his experience working with brands big and small to develop efficient and effective formulas for influencer content success.


AMA Iowa
Apr 4, American Marketing Association Iowa Event – Des Moines

Influencer Marketing is only for B2C Brands (And Other Lies Your Parents Told You)
For years celebrities have been gracing the covers of magazines, acting in commercials and pimping out their social media profiles for pay. But should that really be considered influencer marketing?

While it may seem like B2C brands have influencer marketing all figured out, there is even more opportunity for B2B brands to begin building meaningful influencer relationships.

One way to do that is by developing influencer driven content programs. These programs provide a unique opportunity reach and build credibility your audience by working with experts that they can relate to and trust. In this presentation, Ashley Zeckman will share:
– A dive into 3 stories of successful content and influencer marketing in action.
– Steps for creating a stellar experience for your audience and your influencers.
– Scrappy ideas for collaborating with influencers when you have limited time and resources.
– Bonus: Formulas for determining content and influencer marketing ROI.

Apr 11-12: Pubcon Florida – Ft Laudedrale, FL

Participation Marketing: The New World of Content Co-Creation, Influencers and Integration for PR
The converging roles of PR and communications with content and marketing is creating rapid demand for new strategies, skills and expectations. As earned and owned media intertwine, communications professionals who fast track their ability to adapt and evolve will gain a competitive advantage in their roles in the new world of PR.

In this session, you’ll learn tested and proven models, strategies and tactics for content marketing based on an integrated and cooperative approach. Some of the key learnings include:
– Content marketing and what it really means for earned, owned and shared media.
– How content co-creation enables content quality at scale.
– Redefining what influence and working with influencers mean for content.
– Key opportunities to integrate the best of PR and marketing for meaningful digital communications that deliver an impact

Marketo Marketing Nation Summit
Apr 29-30: Marketo Marketing Nation Summit – San Francisco, CA

Content Marketing Integration 
Without content, there wouldn’t be any search engines and yet most marketers treat content as if it were simply a tactic for SEO. Content is the fuel that powers all forms of media on all digital channels where customers engage. The most successful marketers approach digital marketing with a customer and content-centric approach that integrates with SEO, social media, influencers and advertising in a way that helps the brand become “the best answer” wherever customers are looking. This presentation from Lee Odden focuses on how to plan, produce, promote and optimize content as a marketing approach that works with or without search engines. But definitely better with search engines. 🙂

Content Marketing Conference
May 2-4: Content Marketing Conference – Boston, MA
The Keys to Successful B2B Content and Influencer Programs
While only 11% of B2B companies were implementing ongoing influencer marketing programs in 2017, brands with mature influencer marketing programs like SAP are elevating the practice. In this presentation with Lee Odden, CEO of TopRank Marketing and Amisha Ghandi, Head of Influencer Marketing at SAP, you will learn through several examples about the strategies and best practices that make an Enterprise B2B influencer marketing program successful.

Whether you would like to learn most about Millennials and influencer marketing or content integrated with influence, SEO and social media, there’s a topic for you in the schedule above. Not only can you learn from Ashley Zeckman and myself, but our clients from LinkedIn and SAP are presenting as well.

If you are already attending one of the events above, please do be sure to let us know!

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© Online Marketing Blog – TopRank®, 2018. | 8 Upcoming Events to Learn All About Content and Influencer Marketing | http://www.toprankblog.com

The post 8 Upcoming Events to Learn All About Content and Influencer Marketing appeared first on Online Marketing Blog – TopRank®.

Online Marketing Blog – TopRank®

12 Helpful Tips for Effectively Using Social Media at Events

From industry conferences to professional summits to intimate roundtables, most of us marketers have attended at least one real-world event to learn, be inspired, represent our brands, and network with one another.

And after attending the 2016 MarketingProfs B2B Marketing Forum last fall, I can tell you one thing’s for sure: The face-to-face time you get with industry thought leaders, peers, customers, and prospects at these real-life events is simply priceless. But that doesn’t mean we should forget about your digital tools—especially social media—to make the absolute most out of your attendance.

With that said, as TopRank Marketing CEO Lee Odden, and team members Ashley Zeckman and Josh Nite, prepare to head off to Social Media Marketing World in sunny San Diego, CA this week—what better time to highlight some tips on effectively utilizing social media to engage, connect, and build personal and brand awareness at an event?

Below we offer some easy tips and suggestions on social media actions you can take before, during and after your event.

Before the Event

#1- Find event-related hashtags.

These days, most conferences and events will feature at least one speciality hashtag that represents the event. Knowing these will be super important to connect your social media activities to the event, as well as keep track of what’s happening before, during and after.

Start your research on the event’s website, or main landing or registration page. You’ll likely find the hashtags there. You can also take a peek on social channels to see what they’re using to promote the event.

Finding Event Hashtags

Once you’ve found your hashtags, set up a new stream or feed within your preferred social media monitoring tool (e.g. Hootsuite) to easily track how that hashtag is being used, as well as make it easy for you to engage with others or share that tagged content. If you’re using Twitter, add the hashtag to a saved search to make it easy to find on your mobile device.

#2 – Connect with speakers, presenters and other attendees.

One of the greatest perks of in-person events is the time you get to spend talking and connecting with experts and your fellow industry peers. But you shouldn’t wait until you walk through the conference doors to make those connections.

Use the event’s agenda to find social media info for all the keynotes and presenters you’ll be listening to while there, and follow them. This will allow you to keep up on what they’re talking about and sharing on social, as well as give you the opportunity to start interacting with them.

In addition, since you’ve already done your hashtag research, peruse what others are saying about the event to find other attendees that you might want to engage with or follow for good content. Also, if you’re using Twitter, add these people to a list to make it easy to keep up with them.

#3 – Start some buzz.

Whether you’re looking to build your personal brand, represent your company’s brand or both, take time to highlight your attendance at the event and what you’re most excited for. Consider calling out for a little participation by asking others if they’ll be there with you. Here’s a simple, but effective example from Joshua Hager as he jets off to Social Media Marketing World.

Social Media at Conferences - Twitter

#4 – Schedule out some related content.

Attending industry events is so much fun, but it can be a whirlwind, too. Before you head out, take some time to schedule out a few posts relevant posts. This will help you keep your news feed fresh, and give all those new connections you’re making a little taste of what you have to offer.

#5 – Join event discussion groups.

Occasionally, conference organizers will establish social groups that attendees can use to get the latest updates on what’s happening and to start interacting with each other. Join these groups and engage when it makes sense. This is just another great way to start making connections and put yourself out there before you arrive the first day.

During the Event

#6 – Set the scene.

It’s no secret that humans are visual creatures—especially on social media platforms. Give your followers a glimpse of what’s happening at the event by using images and video within your posts. Of course, make sure to use the appropriate event hashtag, and mention or tag other relevant people or companies in your post. Here’s a nice example from Andy Crestodina while at Content Marketing World.

Social Media at Conferences - Instagram

#7 – Share interesting, inspiring speaker quotes.

The keynotes and presenters at the event will be undoubtedly provide you with awesome content to share with your network. Take advantage of that by sharing some of their most interesting, inspiring or eye-opening insights or bits of advice. Here’s an example from Stuart Asbury, who’s attending IBM InterConnect in Las Vegas this week—which featured an address from actor, producer, songwriter and recording artist Will Smith.

Social Media at Conferences - IBM InterConnect

#8 – Invite people to meet up.

Whether you’re brand is manning a booth at the expo or you’re grabbing a drink with some fellow attendees in the hotel lounge, use your social channels to invite others to meet up. We know that conferences offer great networking opportunities, but you need to take a little initiative.

If you’re just getting started, keep it simple and send out a general call to action using the event hashtag. However, don’t just start tagging all the people you’re hoping to meet up with. Lay the foundation through your in-person or social media interactions leading up to the conference or throughout your time there.

#9 – Amplify event content and engage with attendees.

This one may seem like a no-brainer, but it must be said. Take the time to share other attendees’ content with your network. This not only sends a nice engagement signal to the original posters, but also gives you the opportunity to add your own commentary and provide your audience with quality stuff.

#10 – Don’t forget to be present.

The whole point of attending a conference is to learn and engage in a live environment. So use social media as a tool to enhance your experience and marketing potential, not as a lifeline.

Take a peek at the day’s event schedule and pencil in dedicated social media engagement time throughout the day when you’ll have session and meal breaks. This will pair well with your pre-scheduled posts, and ease some of your anxiety.

When it comes to posting during sessions, pick your content moments. You don’t need to share everything. Take notes and if something really interesting or inspiring comes up, share it with the world. After the session, your notes will provide you with additional fodder to share.

After the Event

#11 – Give shout outs to those you met.

Once the event is over, you don’t want to lose momentum or engagement with the people you’ve met or reconnected with. If you want to nurture your relationship long-term, give them a personalized shout out. Here’s an example from our very own, Lee Odden.

Social Media at Conferences - Lee Odden

#12 – Share top takeaways.

All good things must come to an end. But when it comes to your conference coverage on social media, I’d bring your efforts to a slow roll rather than an abrupt stop. In the few days following the event, share some of your top takeaways with your following. Of course, make sure to use the conference hashtag, and tag appropriate people in your post.

These thoughts can be done natively in your social media platforms, or consider rolling up all your thoughts in a recap blog post that you can share across your social channels. In addition, continue to share and amplify other similar content from others.

Get the Most Out of Your Next Conference

Looking for more helpful tips to make the most out of your next conference experience? Here are a couple other posts for some additional advice and insights:

  • 10 Conference Hacks to Help You Crush Marketing Event Attendance
  • 12 Ways to Crush the Competition with Content from Events

What’s your go-to social media hack when attending conferences and events? Tell us in the comments section below.

Email Newsletter Gain a competitive advantage by subscribing to the
TopRank® Online Marketing Newsletter.

© Online Marketing Blog – TopRank®, 2017. | 12 Helpful Tips for Effectively Using Social Media at Events | http://www.toprankblog.com

The post 12 Helpful Tips for Effectively Using Social Media at Events appeared first on Online Marketing Blog – TopRank®.

Online Marketing Blog – TopRank®

How to Use Offline Events Ads From Facebook


Do you use Facebook ads to promote your physical store or event? Want to know if your ads are driving foot traffic? Facebook now lets you track in-store or live event visits that occur after people see or engage with your Facebook ads. In this article, you’ll discover how to track conversions on Facebook ads […]

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– Your Guide to the Social Media Jungle

Twitter acquires Yes, Inc. to better connect people around events (and get a product lead)

Twitter's logo on display at the company's 2016 Flight developer conference in San Francisco, Calif.

Twitter has acquired the app maker Yes in a move designed to encourage its users to get better acquainted with each other around events. Terms of the deal were not disclosed, but as a result, Yes’ apps, Frenzy and WYD, are being shuttered “in the coming weeks”.

“Our team has always admired Twitter, a product that brings the whole world closer. From elections to revolutions, olympics to arts, it connects people across the globe around the events that are happening right now. Twitter also speaks to our love of working at a global scale,” the company remarked in a blog post announcing the move.

Yes was started by Keith Coleman, a former director of product management at Google, in 2014, with a mission to develop apps that would connect people both in real life and from afar. If their technology proved solid, it would certainly be synergistic with what Twitter has tried to do, bridging the distance between people to have conversations about particular topics and events, including sports, politics, and various other worldly issues.

Among its products include Frenzy, a way to quickly make plans with your friends, similar to what Highlight, Swarm, Facebook, and other location-based and social apps have been seeking to do for some time. The goal was to help you plan an event in seconds, provide tools to gain critical mass, and facilitate conversation — sounds like something that might be amusing to some on Twitter (of course there are bigger issues for the company to solve, to be quite honest). Other apps are WYD which highlights the photos and video statuses of your friends, Let’s Play that’ll coordinate playdates, and Heyo which lets you see who’s free right now to do something.

It’s unclear if everyone at Yes will be joining the company, but Coleman has been named as Twitter’s vice president of product, of which he’s qualified, having previously been the product lead for Gmail, Inbox, Gchat, and other services at Google for more than a decade. He’ll be the most recent product lead at Twitter, replacing Kevin Weil who departed after five years to join Instagram.

All Yes apps will be shuttered in the next few weeks so it’s likely that the acquisition is to bring people in to shore up its product team. But there might be an opportunity for Twitter to leverage the really social activities that Yes has worked around and apply the learnings to its service, something that seems to have lost its way for a while.

You’d be forgiven if you hadn’t heard of Yes, but there’s obviously something Coleman did that Twitter liked or else the deal wouldn’t have gone through. As an entrepreneur, he likely wanted to test out a theory he had on in real life social interactions, but the call from Twitter was too appealing.

Social – VentureBeat

Social media shows different angle of dramatic events at Dakota Pipeline



The dramatic moment protesters were hit with water cannons and other forms of weaponry near North Dakota’s Standing Rock Indian Reservation has been documented on social media. 

The footage and photos that emerged on Twitter and Facebook showed two different sides to the same story: one from the authorities and one from protesters on the ground. 

SEE ALSO: Bernie slams Trump during surprise speech at Dakota Access Pipeline protest

According to the Morton County Sheriff’s Department, while opposing the controversial construction of the Dakota Access Pipeline on Sunday evening, around 400 demonstrators reportedly turned “riotous” and started a dozen fires near a bridge. Read more…

More about Video, Social Media, World, Dakota Access Pipeline, and Pipeline Protests

Social Media

Facebook Launches Events From Facebook App on iOS

Facebook announced the release of its new events application, Events From Facebook. The app allows users to discover upcoming Facebook events and keep track of events they’re already connected to.

After users login to the Events From Facebook app, they’ll be able to select one or more event categories that they’re interested in, such as shopping, food and drink and games. Their selections will be used to personalize the event recommendations they’ll see in the app.

Events from Facebook 2

The app’s home feed allows users to browse events their friends are interested in, view updates from events they’re already connected to and more. The home feed also include links that allow users to quickly view lists of events happening “tomorrow” and “this weekend.”

Elsewhere, a search tab allows users to browse Facebook events in specific event categories, or browse all nearby events taking place “today,” “tomorrow” or “this weekend.” In addition to viewing nearby events, users can also search for events in any city.

When browsing all events for a specific time period, like “today,” users can filter their search results to only view events in one or more categories. Users can also filter their results to only view events that take place during specific times of day, like during “daytime” or “late-night” hours.

Finally, the app’s calendar tab allows users to keep track of all of the past and upcoming Facebook events they’re connected to. Users also have the option to import calendars from their phones into the app to view their Facebook events alongside their other events, and they can create new Facebook and Calendar events from this tab.

Events from Facebook 3

As users interact with events, such as flagging events as “interested” or “going,” their actions will also be visible on Facebook itself. In this way, other users can continue to see which events their friends are interested in, even if they haven’t downloaded the app.

The Events From Facebook app is available to download for free on the iTunes App Store in the U.S. Facebook said the app is coming soon to Android.


6 Ways Businesses Leverage Social Media During Live Events


Do you want to activate more people during live events? Looking for ways to generate excitement and social exposure during a big event? In this article, you’ll discover six ways businesses have leveraged social media to create connections with people during events. #1: Broadcast Live From the Event Leverage the power of live events by […]

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– Your Guide to the Social Media Jungle