Digital Marketing News: Teens Over Facebook, Blockchain and Big Blue, MoonPie Roasts You

Social Commerce

Social Commerce Takes Hold. A study by PwC reports that 78% of consumers are influenced by social media when shopping online. According to Marketing Week, the “social commerce boom” is being fueled by young mobile consumers. Thirty-three percent of 18- to 24-year-olds say they would purchase items directly on Facebook, 27% on Instagram and 20% on Twitter. For 25- to 34-year-olds, the numbers decrease a bit: 30% on Facebook. For 54- to 65-years-olds, it’s 10%. MediaPost

Top 100 Social Media Trends for 2018. From Influencer Campaigns to Social Media-Friendly Designs to social media inspired dog toys, these are 100 social media trends for next year. Or are they? IRL social media filters? TrendHunter

Snapchat Looking to Publish Content on Third-Party Websites With ‘Stories Everywhere’. The word from Cheddar is that Snap is developing a new program dubbed Stories Everywhere that will allow third-party publishers to embed Snapchat content on their websites. Let’s just hope it’s not too little, too late.  Variety

The Price Of Mobile Ads Will Surge More Than 45% In 2018. Mobile programmatic pricing is about to have its hockey stick moment, set to grow more than 45% by 2019, according to a projection released by programmatic agency Goodway Group. Ad Exchanger

Data Shows Tablets Driving Highest Click-Through Rates. A new report reveals that tablet impressions drove 1.13% click-through rates that were the highest of any device in many categories such as Automotive, Consumer product Goods, Education, Financial, Food & Drink, Government, Home & Garden as well as Retail, Technology, Travel and Utilities. MediaPost

Has Teen Use of Facebook Peaked? According to Forrester Research data, Facebook is the only platform of the 6 major social networks that’s experienced a decline in usage among 12-17 year olds.  MarketingCharts

Blockchain Pumping New Life Into Old-School Companies Like IBM. Demand for blockchain, best known for supporting bitcoin, is growing so much that it will be one of the largest users of capacity next year at about 60 data centers that IBM rents out to other companies around the globe. The market for blockchain-related products and services will reach $ 7.7 billion in 2022, up from $ 242 million last year, according to researcher Markets & Markets.  Bloomberg

Love In The Inbox: Americans Are Tied To Email, Study Finds. Email is not dead! 78% of Americans expect to use email as much or more than they now do in five years, according to Inbox Report 2018. MediaPost

Artificial Intelligence

On the Lighter Side:

MoonPie is brutally roasting people who insult the snack on Twitter – Business Insider

Wendy’s social media team hosted an ‘Ask Me Anything’ forum on Reddit – LA Times

Jack in the Box Tests Munchie Meals for California Pot Smokers – AdAge

TopRank Marketing In the News:

Lee Odden – 140 of Today’s Top SEO Experts to Follow – Search Engine Journal

What was the top digital marketing news story for you this week?

Be sure to stay tuned until next week when we’ll be sharing all new marketing news stories. Also check out the full video summary with Tiffani and Josh on our TopRank Marketing TV YouTube Channel.

Happy New Year from the Team at TopRank Marketing!


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© Online Marketing Blog – TopRank®, 2017. | Digital Marketing News: Teens Over Facebook, Blockchain and Big Blue, MoonPie Roasts You | http://www.toprankblog.com

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Online Marketing Blog – TopRank®

Happy 14th Birthday to @TopRank Online Marketing Blog

Happy 14th Blog Birthday TopRank Blog

Over the past 14 years this marketing blog has had numerous contributors, thousands of posts, hundreds of thousands of social shares and millions of views. To say blogging has had a positive impact on our business would be a gross understatement.

December 28 is our blog birthday and what started simply as an experimental way to share resources and develop writing skills has turned into one of our most effective recruiting, marketing and community engagement tools. That success is thanks to a team effort including Ashley Zeckman with 360 career posts, who has served as blog editor over the past 2 years, Josh Nite with 113 posts, Caitlin Burgess with 106 posts, Tiffani Allen with 90 posts and our newcomers Anne Leuman, Nick Nelson and Elizabeth Williams. Caitlin and Josh in particular have been the backbone of our great content week after weeK!

Additional kudos goes to Josh and Tiffani for shooting fun weekly Friday News roundup videos each and every week of 2017, which you can see at TopRank Marketing TV.

While I’ve authored over 2,500 career posts out of 4,098 total, I didn’t do much blogging in 2017. Our continued success would not have been possible this year without our TopRank Marketing team creating, contributing and helping to promote our blog. Most importantly, it would not have been possible without the support of our community, industry influencers, clients and new subscribers.

Some ask whether a blog counts as social media. I can say our blog is intimately tied to our social network activity and we continue to receive comments on posts. So yes, a blog is very much a part of social media. Content is the Kingdom after all and blog content makes up much of what people share on the social web. Companies like ours and our clients are also leveraging social networks to source content, so it’s a dynamic cycle of creation and collaboration. This is what enables a very small team of marketers to scale quality content in a way that is meaningful to customers.

Being meaningful and relevant is at the core of the purpose for this blog. Being findable, useful and actionable on marketing is the reason this blog exists. Some of our best hires have said they heard about TopRank Marketing because of our blog. Conference organizers have engaged me and other team members to speak at events because of our blog. Fortune 500 companies have reached out and engaged our agency because of our blog. A book publisher engaged me to write Optimize in part because of this blog. Numerous partnerships, and friendships have been instigated because of our blog. One of the most satisfying things to experience is when a successful marketing executive of business owner approaches me at an event or sends a card saying thank you for our blog content and sharing that the content we share here has been instrumental in their career.

To help celebrate our 14th Blog Birthday, Id like to share a list of this year’s contributors and their most popular posts.

Caitlin Burgess
Caitlin Burgess
– 20 Talented Brand Marketers to Follow on LinkedIn 4,900 shares

Ashley Zeckman
Ashley Zeckman
– 5 Digital Marketing Brain Training Exercises to Keep You Sharp 2,900 shares

Josh Nite
Josh Nite
– B2B Marketing: 20 Jokes Only a B2B Marketer Will Get 2,700 shares

Anne Leuman
Anne Leuman
 – How 7 Startups Skyrocketed to Success with Content Marketing 2,300 shares

Tiffani Allen
Tiffani Allen
 – Online Marketing News: Content for Millennials & Boomers, Top Data Trends & PPC for Research 1,200 shares

Nick Nelson
Nick Nelson
 – Digital Marketing Tools & Tactics: What the Trends Tell Us 1,200 shares

Alexis Hall
Alexis Hall
 – Everything You Need to Build a LinkedIn Marketing Tactical Plan 1,100 shares

Elizabeth Williams
Elizabeth Williams
 – Elevate your Marketing Career with One Simple Word: Strategy 737 shares

Amy Higgins
Amy Higgins
 – Stop the Marketing Killjoy: 5 Ways You’re Turning off Audiences with Bad Video 695 shares

Steve Slater
Steve Slater
 – How We’re Building a Digital Advertising & SEO Dream Team 683 shares

Debbie Friez
Debbie Friez
 – Break All the Social Rules: Advice from Spredfast VP of Strategy Spike Jones 544 shares

Lee Odden
Lee Odden
– New 2017 List: 50 Social Media Marketing Influencers 6,200 shares

The consistently awesome award goes to Josh Nite, who published 52 blog posts with an average of 936 shares each and a total of 48,653 shares across all of his posts in 2017!

The consistently popular award goes to Caitlin Burgess who published 49 blog posts and had the most popular post amongst our team for all of 2017!

Thank you to our team for your contributions in 2017!

Going forward into 2018, we’ll be taking much of Steve Rayson’s advice from his analysis and focus on fewer, but more in-depth posts. We’ll be publishing three times weekly instead of 5 during the first Quarter and see how our readers respond. While our editorial plan is very much driven by our own marketing objectives, performance analysis and understanding of customers, our community’s interests are also very important to us. What topics would you like us to cover in 2018? What formats are you most interested in? Who are your favorite writers here at Online Marketing Blog?

Thank you for reading and we wish you a happy and prosperous new year!

 


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Online Marketing Blog – TopRank®

25 Women Who Rock Digital Marketing – Nominated by Men

25 Women Digital Marketing 2017

2017 marks the 8th year we’ve published a list featuring “women who rock” in the digital marketing space. I started the list in 2010 with social media specifically and after 5 years handed the reins over to Ashley Zeckman for a few years when the focus has broadened to digital marketing.

In the past I would ask each years’ honorees to nominate someone for the following year and so on. Following that we started ranking the huge list of women in marketing that we had compiled over the years using Traackr’s influencer marketing software.

In 2017 I’m making another change: to ask influential men in the marketing industry to nominate women who are leading in the marketing world.  I thought this was a timely and relevant way to help male leaders in our industry shine a light on their female counterparts, peers, superiors or subordinates.

The response from those who have shared nominations including multiple from Seth Godin has been great. I can’t thank the CEOs, VPs and Entrepreneurs enough who took time during the holidays to share nominees and their reasons why.

Interestingly, less than a third of the men I reached out to replied at all. In previous years when I have reached out to women, more than 75% would respond. I don’t know whether the holidays affected responses, but I didn’t get many “out of office” emails, so maybe it was something else.

Of greater importance is that this is a topic of interest to me and based on the response over the past 7 years, it is definitely of interest to our community. Below you’ll find a combination of familiar names and some that will likely be new. That’s what makes lists like this special – to find new talent, smarts and engagement amongst people you might not otherwise learn about.

A few notes: this list is not sorted in any particular order and along with the name of the nominee and credentials, I’ve included the name of the person nominating them and why. Enjoy!

Bernadette Jiwa
Bernadette Jiwa
@bernadettejiwa is Author of Thestoryoftelling.com

Bernadette was nominated by Seth Godin @ThisIsSethsBlog – Founder at altMBA.
“Bernadette has written one bestseller after another, highlighting the real work of marketing. It’s not about manipulating clicks, it’s about doing work that matters.”

Porter Gale
Porter Gale @portergale is SVP of Partnerships at Globality Inc

Porter was nominated by Brian Solis @briansolis – Principal Analyst at Altimeter, a Prophet co.
“I first met Porter when she was CMO of Virgin America. But we didn’t meet because of her role, we met because she was looking to expand her horizons to help her brand but more importantly, her mind, explore new possibilities on the horizon. To this day, she inspires me with her humility and her drive to learn what’s next and apply it in places that are out of the proverbial “CMO” spotlight. She works with startups and big brands alike, but always with the same hunger and desire to help. To this day, she inspires me.”

Nancy Duarte
Nancy Duarte @nancyduarte is Principal at Duarte, Inc.

Nancy was nominated by Brian Halligan @bhalligan – CEO at HubSpot.
“Nancy has made true science out of how to convince people through the presentation format. I first found her by Googling who did the slides for Al Gore’s Inconvenient Truth a decade ago and frequently refer back to her work when building any important presentation.”

Aria Finger
Aria Finger @AriaIrene is CEO at DoSomething.org

Aria was nominated by Seth Godin @ThisIsSethsBlog – Founder at altMBA.
“Aria runs the largest teen charity in the world exclusively via digital marketing. And they probably send more texts every day than any other organization I can think of. And she’s an extraordinary human, too.”

Carla Johnson
Carla Johnson @CarlaJohnson is Chief Experience Officer at Type A Communications

Carl was nominated by Michael Brenner @BrennerMichael – CEO at Marketing Insider Group.
“Carla in one of the brightest minds in B2B and always brings a strategic and creative approach to solving her clients’ top challenges. When she’s on the stage delivering her awesome keynotes, Carla delights audiences with surprising insights and candor. An amazing storyteller, Carla has co-authored or authored 7 books, the most recent is the must-read “Experiences, the 7th Era of Marketing” co-authored by Robert Rose. Carla is also an amazing, fun, friendly and super-smart person so if you ever get the chance to meet her, just walk right up and say hello.”

Virginia Miracle
Virginia Miracle @VirginiaMiracle is Chief Customer Officer at Spredfast

Virginia was nominated by John Bell @jbell99 – VP Enterprise Digital Marketing at Travelers.
“Virginia brings a business rigor to marketing and a lifelong commitment to nurturing talent. She can quickly see through to marketing-that-matters, marketing that produces a result. At the same time, she is a magnet for smart people whom she has an innate ability to help develop. She is an empowering leader not a controlling one and that has helped so many top marketers – men and women become smarter, better, and terrific to work with.”

Ann Handley
Ann Handley @marketingprofs is Chief Content Officer at MarketingProfs.

Ann was nominated by Lee Odden @leeodden – CEO at TopRank Marketing.
“Ann brings humor, intelligence and the power to see right through marketing mediocrity to her ongoing content marketing party. Her advice, whether from the stage, one of her best selling books or our one on one discussions is always useful, clever and from the heart.”

Brooks Bell
Brooks Bell @brooksbell is CEO at Brooks Bell

Brooks was nominated by Seth Godin @ThisIsSethsBlog – Founder at altMBA.
“The doyenne of landing pages. Her firm now has more than fifty people who are helping the biggest companies in the world optimize their landing pages. Built from scratch, by hand.”

Liz Smith
Liz Smith is Head of Marketing and Partnerships at Adestra

Liz was nominated by Matt McGowan @matt_mcgowan – President at Adestra.
“Liz brings professionalism, humor, and extremely relevant and thorough guidance to the marketing organization within Adestra. Her understanding of consumer behavior coupled with the nuances that exist within the connected martech landscapes across Europe, North America, and APAC has helped drive success in each of these regions. She is well respected by all that work with her, moreover, she is a strong communicator, and nothing but a pleasure to work with. I am honored to be able to call her a friend and colleague.”

Maryna Hradovich
Maryna Hradovich @realMarynah is Vice President – Strategic Growth and Development at SEMrush

Maryna was nominated by Larry Kim @larrykim – CEO at Mobile Monkey.
“Maryna and SEMRush are building truly fantastic SEO products and doing a good job at marketing them, too. These products are helping millions of SEOs every day, including myself.”

Nicole Walters
Nicole Walters @NapturalNicole is Founder at Monetize Thyself

Nicole was nominated by Seth Godin @ThisIsSethsBlog – Founder at altMBA.
“Nicole is funny, fast and smart. She’s exfoliated, honest and connected to an ever-increasing tribe of soloists, digital marketers and people intent on making a ruckus. Did I mention that she’s smart and funny?”

Molly Pittman
Molly Pittman is Vice President Marketing at DigitalMarketer

Molly was nominated by Mike Stelzner @Mike_Stelzner – CEO at Social Media Examiner.
“She is one of the leading experts in Facebook Messenger and bots. What I love about her is how she quickly understands and distills complex topics into actionable techniques that marketers can follow.”

Heidi Bullock
Heidi Bullock @HeidiBullock is CMO at Engagio

Heidi was nominated by Jon Miller @jonmiller – CEO at Engagio.
“Heidi has a unique skill set that makes her one of the most diverse marketers in B2B marketing. She perfectly blends creativity and innovation with a data-driven approach and an awesome, positive attitude. Her expertise in Account Based Marketing as well as traditional demand gen tactics are critical to our success; it’s the reason I knew I wanted her to lead my marketing organization.”

Alicianne Rand
Alicianne Rand @aliciannerand is Executive Director, Global Content Marketing at Estée Lauder Companies

Alicianne was nominated by Shafqat Islam @shafqatislam – CEO at NewsCred.
“Alicianne may be the best content marketing practitioner in the industry. She’s been in the trenches and done it, both at a high growth startup and a large enterprise. At NewsCred, 40% of our revenue was directly generated by her marketing team. At ELC, she ties content directly to online sales, not easy to do at a large company. Best of all, she is fearless, brilliant and an entrepreneur.”

Sonia Simone
Sonia Simone @soniasimone is Chief Content Officer at Copyblogger

Sonia was nominated by Brian Clark @brianclark – Founder and CEO at Rainmaker Digital.
“Sonia is not only one of the strongest female writers in the content marketing space, she’s one of the best writers period. Her unique mix of expertise, sass, and empathy clearly demonstrate how a distinctive voice can lead to content that resonates with the right people.”

Tina Eisenberg
Tina Eisenberg @swissmiss is Founder at Creative Mornings

Tina was nominated by Seth Godin @ThisIsSethsBlog – Founder at altMBA.
“Tina makes online marketing breathe by taking it offline. Creative Mornings connects hundreds of thousands of people into a network that makes a difference happen, and she does it with flair and selflessness.”

Kerry Gorgone
Kerry Gorgone @KerryGorgone is Director of Product Strategy, Training at MarketingProfs

Kerry was nominated by Chris Brogan @chrisbrogan – CEO at Owner Media Group.
“Kerry delivers a lot of important underpinning work about legal and other structural issues. Plus her Marketing Profs podcast is informative and actually well researched.”

Monica Norton
Monica Norton @monicalnorton is Senior Director of Content Marketing at ZenDesk

Monica was nominated by Pawan Deshpande @TweetsFromPawan – CEO at Curata.
“Monica was a finalist for CMI’s Content Marketer of the Year. Monica created Relate, a brand media entity for Zendesk that barely mentions their product that is across a variety of content formats — articles, podcasts, print magazine, and in-person event. Relate’s website has in over 40,000 monthly visitors, an email database of 10,000, and hosts in-person events that attract 2,000 attendees. with 68% of the audience not being in their database previously.”

Britney Mulle
Britney Muller @BritneyMuller is Senior SEO Scientist at Moz

Britney was nominated by Michael King @iPullRank – Managing Director at iPullRank.
“Britney has incredible technical marketing skills, is a great speaker and someone I continue to learn from.”

Aimee Faulk
Aimee Falk is Customer Experience and Content Leader at 3M Safety & Graphics Business Group

Aimee was nominated by Carlos Abler @Carlos_Abler – Leader – Content Marketing and Strategy, Global eTransformation at 3M.
“Aimee embodies the rarest combination of vision, perseverance, excellence, adaptability, and generosity. Over the years I have watched her not only tirelessly innovate in the application of modern marketing strategies and techniques that add real value for the customer while driving quantifiable business results, but I have seen her generously work to lift up the practice of others. She has set an example of the future of marketing practice at 3M, and has the rhinoceros hide skin required to endure walk through the blazing headwinds of culture change to see her strategies through, and pave the way for future talent. I have seen her not only win internal awards, but mentor others to also be award winners. The world would be a much better place, with more Aimee Falks in it. It has been an honor to work by her side and count her as a friend.”

Michelle Robbins
Michelle Robbins @MichelleRobbins is SVP Content & Marketing Technology at Third Door Media

Michelle was nominated by Dennis Goedegebuure @TheNextCorner – VP Growth & SEO at Fanatics.
“Michelle brings years of experience in the search industry, shares this knowledge through multiple channels and inspires through constant learning new aspects of Marketing. Most importantly, she is the most wonderful person on the planet!”

Sophie Howard
Sophie Howard is CEO at Aspiring Entrepreneurs

Sophie was nominated by Jeff Bullas @jeffbullas – CEO at Jeff Bullas.
“Sophie is founder of several Amazon businesses. In 2017 she sold one of them for 7 figures after starting it just 14 months earlier. Now she teaches other aspiring entrepreneurs how to do it all without storing goods or even going near a post office. Today Sophie also runs a community to inspire aspiring entrepreneurs how to sell physical products online at “Product University”. She does all this while raising 2 young children in one of the beautiful corners of the world in Wanaka on the South Island of New Zealand. ”

Lucy Moran @lucymoran is Vice President Content and Demand Generation at Dun & Bradstreet

Lucy was nominated by Rishi Dave – @RishiPDave – CMO at Dun & Bradstreet.
“Nancy used to run DoSomething, but once Nancy saw the power of interacting via SMS she left to set up CTL, which saves the lives of hundreds or thousands of teenagers every year. Via text! That’s what marketing looks like when you do it with heart. And Nancy does everything with heart.”

Margaret Molloy
Margaret Molloy @MargaretMolloy Global CMO at Siegel+Gale

Margaret was nominated by Sean Callahan @sean_f_callahan – Senior Manager, Content Marketing at LinkedIn.
“In her role at Siegel+Gale, Molloy has a platform to influence marketers in the U.S., in her native Ireland, and across the globe. One of her key messages, which is a useful one in today’s constantly transforming world, is that marketers must simplify their brand messages and customer experiences. For her insights and her results, The Drum recently recognized her as B2B Marketer of the Year. You’ll get absolutely no argument from me.”

Aleyda Solis
Aleyda Solis @aleyda is International SEO & Founder at Orainti

Aleyda was nominated by Dennis Goedegebuure @TheNextCorner – VP Growth & SEO at Fanatics.
“Aleyda flies the world to share knowledge, work with global clients and post the most awesome travel pictures of her adventures. Sometimes I refer to her as the hardest working woman in search, although there are so many other women who would fit that title.”

If you would like to see the previous lists of women who rock social and digital marketing  that we’ve been publishing since 2010, here’s a list:

2010 – 25 Women That Rock Social Media

2011 – 25 Women Who Rock Social Media

2012 – 25 Women Who Rock Social Media

2013 – 25 Women That Rocked Social Media

2014 – 25 Women Who Rock Social Media

2015 – 50 Influential Women in Digital Marketing

2016 – 50 Influential Women in Digital Marketing: North Stars & Rising Stars

This year’s list is really just a sample, so for the men reading this post that would like to shine a light on a top digital marketing leader that also happens to be a woman, please share their name, title, company and why in the comments.


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© Online Marketing Blog – TopRank®, 2017. | 25 Women Who Rock Digital Marketing – Nominated by Men | http://www.toprankblog.com

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Online Marketing Blog – TopRank®

Unique international trends require a unique marketing approach

Trends and interests change from one market to another, so why do so many advertisers apply the same approach across markets? Columnist Brendan McGonigle shares Yandex’s top search trends of 2017. The post Unique international trends require a unique marketing approach appeared first on Search…

Please visit Search Engine Land for the full article.


Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

Top 10 Content Marketing Posts of 2017

top content marketing posts
Content makes the Marketing world go ‘round, especially with our work here at TopRank Marketing. While content has been a steady drumbeat in the marketing mix over the past 7-8 years, marketers are still hungry for best practices, examples and the latest trends.

Lucky for our readers, we have excellent content marketers contributing to our blog including Ashley Zeckman, Josh Nite, Caitlin Burgess and one of our new content team members this year who has made quite a splash: Anne Leuman.

As a body of work, this collection of our top 10 content marketing posts represents an incredibly useful resource, full of practical examples and relevant topics for CMOs to copywriters. As you put finishing touches on your 2018 content marketing planning, I hope these posts prove useful.

I’m going to take the most popular content marketing post with 5,500+ social shares (50 Influential Women in Content Marketing 2017) out of the list below because it’s not an article per se. You may still find it useful though, as it recognizes 50 talented professionals in the content marketing world ranging from Ann Handley to Amanda Todorovich to Amisha Gandhi and many more. Now, on to the top 10:

Data Informed Content Marketing
What CMOs Need to Know About Data Informed Content Marketing – Lee Odden
39% of marketers are increasing spending on content marketing but only 41% are clear on what an effective content marketing program looks like. The missing link is data and this post highlights 3 sources of data marketers can use to better inform their content and 3 areas of focus for creating better content experiences. Expertise is also shared from experts including Tami Cannizzaro from CA Technologies and Josh Mueller from Dun & Bradstreet.


How 7 Startups Skyrocketed to Success with Content Marketing – Anne Leuman
Anne hit it out of the park with her first post ranking in the top 10 content marketing posts of the year! As marketers, we learn from examples and in this post, Anne outlines 7 blog and content marketing success stories ranging from Blue Apron to Glossier.


[Infographic] The In-Flight Guide to Content Marketing
– Ashley Zeckman
It wouldn’t be a great list of content marketing posts if it didn’t include an example of how we co-created content with content marketing experts to promote the Content Marketing World conference to other content marketers! With a “fly the friendly skies” metaphor, this infographic and advice from top experts highlights how marketers can plan their content marketing programs more effectively. Experts featured include: Tim Washer, Michael Brenner, Zerlina Jackson, Adele Revella, Ardath Albee and many more.


11 Content Marketing Tips to Build Your B2B Business
– Josh Nite
Josh brings his special writing magic to the topic of content marketing more consistently than any writer I know. In this post Josh builds upon another post on content marketing strategy (also included in this list) to highlight 11 practical steps B2B marketers can take to make content more valuable to customers and in turn, driving business goal achievement.


Content Conversations: Top Content Marketing Lessons Learned in 2017 – Ashley Zeckman
During the Content Marketing World conference, Ashley shot video interviews with an impressive cast of content marketing influencers including conference organizer, Joe Pulizzi and content famous pros like Ann Handley and Chris Brogan. The post also includes highly quotable tips from brand marketers at GE Digital, LinkedIn, and Cisco as well.


How 6 B2B Brands Climbed to New Heights with Content Marketing
– Anne Leuman
At TopRank Marketing, we are very much focused on B2B marketing and in this post, Anne shines a light on 6 examples of B2B brands ranging from IBM to Slack plus takeaways for each to help marketers learn from the success of others in our industry.


The 5 W’s (and an H) That Guide Your Content Marketing Strategy
– Josh Nite
This post should be a pre-requisite for anyone making decisions about how their company will invest in, plan, create and promote content to affect business goals. Josh outlines the essentials of who, what, why, when, where and how of content marketing that is sure to guide you in the right direction.


Feeling Stuck? 5 Tips to Restart your Content-Creating Brain
– Josh Nite
Every writer and content marketer that is responsible for creating high quality content on a consistent basis runs into this situation: being stuck. With great empathy for his fellow content creators, Josh outlines 5 practical tips that content marketers can use to put your brain back on the track to creative content success.


Cracking the Code: 3 Steps to Building Influence with Content Marketing
– Ashley Zeckman
At TopRank Marketing, we walk the talk with our own marketing, especially when it comes to content collaboration with industry experts. Evidence of that fact is that many of the posts in this top 10 list include contributions from influencers. In this post, Ashley shares some of the secret sauce of how companies of any size or type can approach their content marketing collaboration efforts more effectively.


5 Outdated Content Marketing Tactics (And What to Do Instead)
– Josh Nite
Up to his neck in content creation on a daily basis, Josh has deep experience to draw from when it comes to sharing advice with other content marketers. In this post Josh highlights what he feels are tired tactics and their fresh replacements.

There you go – 10 of our top content marketing posts for 2017. A HUGE THANK YOU to Ashley Zeckman, Josh Nite, Anne Lueman, Caitlin Burgess, Nick Nelson, Tiffani Allen, Alexis Hall and Elizabeth Williams for contributing posts on content marketing topics!

We published well over 100 posts specifically about content marketing this year and we’re working to improve the effectiveness of those efforts. To that end, we’re making a number of editorial changes to our blog in 2018 and one of them is a refinement of our topical focus to make sure we are delivering what our community is most interested in.

What content marketing and content focused topics would you like us to focus on for 2018? Data? AI? Technology? Video and Interactive? Basics or advanced tactics? Case studies? We’re all ears and welcome your feedback.

Of course, with the success of our content marketing efforts for brands like LinkedIn, SAP, Dell and many more B2B industry giants, we are continuing to grow our content marketing dream team. If you’re an experienced B2B content marketing manager that wants to start 2018 with a great team of smart content marketers, you’ll want to check this out.


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© Online Marketing Blog – TopRank®, 2017. | Top 10 Content Marketing Posts of 2017 | http://www.toprankblog.com

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Online Marketing Blog – TopRank®

Happy Holidays from the Team at TopRank Marketing

It’s that time of year again, where here in Minnesota the snow is falling, the temperatures are dropping and hearts are warming with thankfulness and appreciation.

2017 has been a year of change, evolution and innovation for the digital marketing industry and at TopRank Marketing, we are incredibly grateful for the attention and trust that our community and clients and have put into our mutual success.

Few people ever reach a fraction of their true potential and we are dedicated to continue supporting and growing an environment where each of our clients, agency team and community can realize their true potential as marketers. As we evolve as marketing professionals, TopRank Marketing is also focused on helping the marketing industry community find clarity, confidence and purpose in the growing complexity of modern business.

There’s something magical about the holidays, but there’s no magic solution for actualizing as professionals. It takes hard work, smart work, flexibility, patience, determination, passion and most of all, teamwork. We are happy to be on that journey with our community!

Happy Holidays 2017

At TopRank Marketing I am proud to say that we have an incredible team of smart, creative and results focused professional marketers (who also have a great sense of humor!).

Along with an incredible portfolio of new clients, we’ve added 15 new team members in 2017 including designers, content strategists, search marketers, social media and influencer marketers, account management and senior management, each with minds full of optimism, ambition and talent. All of that energy is bringing us into 2018 with pride, momentum and the knowledge that we’ve barely scratched the surface of our individual and collective potential.

We are continuing to grow and hiring in many roles ranging from Account Management to Content Marketing to Digital Marketing Analyst. See our careers page for a full list.

We’ve learned many lessons in 2017 including that SEO, social media, content marketing and online advertising are not competitors to influencer marketing, but component pieces of a customer-centric, integrated approach that we call “A Best Answer Strategy”.

It has been very satisfying to see that many of our clients have evolved their marketing from core SEO, advertising and basic content creation engagements to more sophisticated and integrated “Best Answer” programs that incorporate research based strategy, data, interactive, creative, influence and more robust content and analytics. That trend toward data informed, integrated and creative content experiences will drive much of our solutions in the next 12 months.

Thank you to our readers for your trust and choosing TopRank Marketing as a source of expertise in your digital marketing journey. And most of all, thank you for being a part of our community!


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© Online Marketing Blog – TopRank®, 2017. | Happy Holidays from the Team at TopRank Marketing | http://www.toprankblog.com

The post Happy Holidays from the Team at TopRank Marketing appeared first on Online Marketing Blog – TopRank®.


Online Marketing Blog – TopRank®

Search Engine Land’s Community Corner: Local SEO survey results, a new book on influencer marketing & SEO Christmas jumpers

As we head into the slow holiday stretch, the news likewise takes a breather. Of course Google did surprise the search community this week by confirming some algo updates, starting a new webmaster video series, and moving Eric Schmidt into a non-Executive Chairman of the Board position. Elsewhere…

Please visit Search Engine Land for the full article.


Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

Digital Marketing News: Top Ads 2017, Marketing Jobs 2018, Google Mobile First

Top 10 Most Watched Videos of 2017

The 10 Most Watched Ads on YouTube in 2017 – This impressive collection of work includes two video ads that exceeded 100 million views. Which was your favorite? Natalie Portman for Miss Dior or Dwayne “The Rock” Johnson” for Apple?  AdWeek

B2B Tech Buyers More Motivated by Reliability & Ease of Use Claims Than Price. A study by Lavidge of 400 B2B decision makers in the US reports that technology buyers prefer reliability (64) over low cost (49%) when justifying purchasing decisions. MarketingCharts

The 2018 Hiring Outlook for Marketing and Advertising Jobs. 46% of marketing and advertising executives say it is somewhat challenging to find skilled workers today; 7% say it is very challenging – MarketingProfs

New IRI Report Details Value of Contextually Relevant Advertising. Marketers who instead mix in relevant context strategies can bolster sales lift and further increase return on investment (ROI) by up to 30%. Morningstar

The Advertising Media That Consumers Trust Most. Research from Clutch reports 61% of respondents trust TV/broadcast video; 58% trust print; 45%, radio/podcast; 42%, out-of-home/billboards; 41%, online; and 38%, social media. MarketingProfs

How Twitter Celebrated The Last Jedi in Style With Real-Time Billboards. Disney teamed up with Twitter to plaster fan tweets across giant billboards in real time. AdWeek

Google Mobile-First Index Rolls Out For ‘Handful Of Sites’. Webmasters will see significantly increased crawling by Smartphone Googlebot, and the snippets in the results, as well as the content on the Google cache pages, will be from the mobile version of the pages. SearchMarketing Daily

Google faces fresh EU showdown as rivals attack search giant’s response to record fine. “(Google) continues to place its shopping service at an advantage in search results.” Telegraph

B2B Mobile Ad Spend 2017

Instagram ad revenue to double to $ 10.87bn by 2019. eMarketer predicts a thirds of social media users will use Instagram by 2021 – The Drum

How Instagram’s new features will impact organic reach. The addition of follow hashtags and a Recommended for you section have favorable and unfortunate implications for brands, publishers and influencers. Here’s a rundown – DigiDay

Facebook adds Snooze button to mute annoying friends and Pages. For when you don’t want to unfriend or unfollow and just need a break. The Next Web

Facebook Will Now Punish Posts That Beg for Likes and Comments. Facebook said in a statement on Monday that it will begin clamping down on “engagement bait” across its social network starting this week. Fortune

Facebook’s Plan To Take On TV. That’s right. And for starters, in January Facebook Watch will host a live show, “Mixed Match Challenge,” produced by the WWE. MediaPost

On the Lighter Side:

Giphy’s List of the Most Popular GIFs in 2017 Is a Gift to Behold. From NFL celebrations to dancing Wonder Woman. AdWeek

Awww. Samsung and Casey Neistat Turned an Abandoned Shopping Mall Into a Winter Wonderland for Kids. Happy holidays to the Boys and Girls Clubs of Greater Milwaukee! AdWeek

TopRank Marketing in the News:

  • Steve Slater – What Advice Would’ve Changed Your SEO or PPC Career? DG Agency Blog
  • Lee Odden – LinkedIn Presents the Future: Content Marketing Edition (Video) – LinkedIn Marketing Solutions Blog (client)
  • Lee Odden – What is content intelligence? How data-driven marketers will dominate – Hawkeye by Scoop.it

What was the top digital marketing news story for you this week?

Be sure to stay tuned until next week when we’ll be sharing all new marketing news stories. Also check out the full video summary with Tiffani and Josh on our TopRank Marketing TV YouTube Channel.


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© Online Marketing Blog – TopRank®, 2017. | Digital Marketing News: Top Ads 2017, Marketing Jobs 2018, Google Mobile First | http://www.toprankblog.com

The post Digital Marketing News: Top Ads 2017, Marketing Jobs 2018, Google Mobile First appeared first on Online Marketing Blog – TopRank®.


Online Marketing Blog – TopRank®

Take our Holiday Retail Survey & let us know how your search marketing strategy changed this year

Survey results will be shared during the “Holiday Retail Search Strategies” webcast on January 18. The post Take our Holiday Retail Survey & let us know how your search marketing strategy changed this year appeared first on Search Engine Land.

Please visit Search Engine Land for the full article.


Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

The Content Marketing Juggling Act: How to Consistently Create Quality, Engaging Content

The secret to juggling is to always have one of your chainsaws in the air. Simple, right? You have one more chainsaw than you have hands, so don’t try and hold all three at the same time. Simply, always be throwing and catching at least one.

Ready to rev up your chainsaws and try it? Raise your hand… if you have one left.

As anyone in the industry knows, content marketing is a lot like juggling chainsaws. It’s easy, we’re told: You just have to consistently produce high-quality, engaging content. But if it were that easy, everyone would already be good at it. Statistics show we’re not there yet: 54% of B2B marketers say producing engaging content is their top challenge, and 50% say producing content consistently is.

Fortunately, just as you can learn to juggle chainsaws with practice and instruction (please don’t try this at home), you can learn to deliver quality, engaging content with a regular cadence. As you master the process, it will get easier. Eventually it will seem effortless to your audience. It might even feel (mostly) effortless to your content team.

Here’s how the team at TopRank Marketing keeps our chainsaws in the air.

#1: Consistency

A steady content cadence is invaluable for building your audience and serving your existing readership. The goal is to make your blog (or content hub) a habit – a reliable resource for fresh content. Setting that expectation with your readers, and then meeting it consistently, takes planning.

Start by creating your content marketing strategy. This document will help determine what your goals are, who your audience is, what type of content they need, and what types you will create.

Let your audience’s needs drive your goals. For example, a goal that states, “we will create fresh, high-quality content on X topics” is better than “We will post to the blog every day this year.” The latter is about deliverables; the former is about purpose, and is more likely to help you find the right cadence to meet needs.

With a strategy in place, you can develop your editorial calendar. This is where you will find the cadence that will allow you to deliver content consistently. Whether it’s once a week, every weekday, or twice a month, quality and consistency are far more important than quantity.

Plan your topics and content types at least a month in advance, but leave room in your calendar for timely posts, or random bursts of inspiration. Fill in any remaining gaps with plans for repurposing.

With a strategy in place to guide content creation, and a plan for what you’ll create, you can nail the consistency part of the juggling act.

#2: Quality

At first glance, “quality” seems like a subjective term. Your listicle on cat juggling might be pure gold for one reader, and pure lead for another. And it’s true that quality is dependent on the audience – so make sure your content has valuable for the people you want to reach.

First, make sure your content serves an existing search need. If people aren’t looking for help on your topic, you won’t have an audience. Use tools like Semrush, Keyword Planner, Google Search and Buzzsumo to explore. You’re not just looking for keywords to use: Look to see what type of content is already meeting people’s needs. That can help you get an idea of what high-quality content looks like for your audience.

Of course, quality means more than “designed to rank in organic search.” Your content should hit the center of this Venn diagram:

It’s vital to create at the intersection of your brand’s expertise, your unique insights, and your audience’s needs. Without unique insight, your content is indistinguishable from the rest. Without serving the audience’s needs, you’re irrelevant. And without expertise, your content will lack value.

Your content serves a business goal, naturally – that’s why it’s content marketing and not just “publishing.” But value is the engine that will get your content to that goal. Quality content is good for your readers and your business.

#3: Engaging

So now you have a plan for consistent publishing and you’ve done the research to create high-quality content. The final chainsaw to juggle is making the content engaging. The information in your content can be great, but if it’s a chore to read, people won’t get to the value.

There’s only one way to make content engaging: Write like a person. That means writing from the heart, with warmth and clarity and wit. That kind of writing invites people into a conversation, rather than trapping them in a lecture.

“But Josh,” you say, “I’m not writing about gooshy touch-feely stuff. I’m writing about cloud-based SaaS solutions. How do I write that from the heart?”

Excellent question, rhetorical person I made up. Regardless of what you’re writing about, think of who you’re writing for. You’re not writing to sell a SaaS solution. You’re writing to solve a problem for someone who desperately needs your expertise – and if you’re not doing that, go back to the planning stage. When you need help, you don’t want a lecture. You want someone who will empathize, even entertain, and gently guide you to a solution.  

As a writer at an agency, I will admit not every client’s product offerings thrill me to the core. Until we have a roster that’s exclusively jetpack, hot tub, and nacho companies, I may not emotionally engage with each business. But I can always engage with people.

That’s our job as content creators – to think of the person behind the problem we’re solving, reach out from the screen, and make a connection.

You May Start Your Chainsaws

Content marketing is a juggling act, and it takes time and practice to keep all the chainsaws in the air. Start with planning and strategy to enable consistency, put in the research to ensure quality, and practice empathy to make your content engaging. It’s not simple, but it’s possible to learn. Once you get in the rhythm you’ll delight your audience without risking life or limb.

Need help juggling your chainsaws? We’re here for you.


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© Online Marketing Blog – TopRank®, 2017. | The Content Marketing Juggling Act: How to Consistently Create Quality, Engaging Content | http://www.toprankblog.com

The post The Content Marketing Juggling Act: How to Consistently Create Quality, Engaging Content appeared first on Online Marketing Blog – TopRank®.


Online Marketing Blog – TopRank®