‘High-quality content’ tips from Google’s own style guides

To meet Google’s standards for content that deserves a high rank, contributor Brian Ussery suggests following the guidelines the search giant has set for its internal content creators. The post ‘High-quality content’ tips from Google’s own style guides appeared first on Search…

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Must-See Sessions & Top Tips for Finding Your Squad at #MPB2B

For some people the happiest place on earth is Disneyland, for me, it’s the annual MarketingProfs B2B Marketing Forum in Boston.

Last week, I ran a poll on Twitter to see what people were looking forward to most at the B2B Marketing Forum, and while many are interested in learning new B2B tactics and meeting other smart marketers (smarketers?), the vast majority are excited to see what Ann Handley has in store for this year’s conference.

There are two things that make this conference one of my favorites:

  1. The content is amazing.
  2. The people are amazing.

This is my third year attending MPB2B and my first year speaking, so I’d like to think that I’ve gotten the lay of the land by now. So, to help you out, I’ve compiled a list of must-see sessions (so you’re not scrambling for the next three days) and some top tips for finding your squad at this great event.

Must-See Sessions at MPB2B

Ardath Albee
CEO & B2B Marketing Strategist, Marketing Interactions

How to Create Binge-Worthy Content Experiences that Move Buyers to Buy

We all know that more content is being created than ever and many of us struggle to keep our increase our content engagement. Ardath Albee’s session promises to deliver on the secret of getting yours buyers to binge on your content, by connecting the dots and showing them the value of swift immersion.

Jon Miller
CEO & Co-Founder, Engagio

The Secret Sauce for Account Based Marketing

If you’re wondering how industry leaders are practicing ABM, what works and what doesn’t, this is the session for you. Jon Miller’s session will give you the inside scoop of how ABM works at Engagio and how you can orchestrate programs that get results.

Lee Odden
CEO, TopRank Marketing

From Why to ROI: B2B Influencer Marketing Case Studies for Success

How can B2B brands put influence to work in their marketing? Through three case studies, Lee Odden will demonstrate influencer strategy best practices and how to measure performance to satisfy both the why and the ROI of working with B2B influencers.

What You Know About Content Marketing—FoGetAboutIT—This Is ABM

On this panel, Lee Odden, Joe Chernov, Meagan French and Justin Gray will discuss the role of content through the lens of ABM. The conversation will also explore how hyper-personalized, value-driven content and sales offers completely reframe your outbound strategies and tactics.

Chris Moody
Content Marketing Leader, GE Digital

Content Marketing on a Shoestring Budget

You must show the value of your content marketing, in order to gain more budget and grow the success of your program

If you can spare 45 minutes and $ 1,000 to spend on content marketing, walk away from Chris Moody’s session with documented content strategy and an action plan for content success that you can start today.

Alex Rynne
Content Marketing Manager, LinkedIn

Your LinkedIn Marketing Tactical Plan

If you are looking for an actionable plan for driving brand awareness and revenue on Linkedin, then don’t miss Alex Rynne’s Thursday session.  Based on the results of dozens of A/B tests, find out what type of content performs best across LinkedIn Company Pages, Sponsored Content and InMail and how to run your own A/B tests to ensure your content is as relevant as possible to your target audience.

And walk away with a one-page plan to outline key metrics and determine the success of your LinkedIn plan.

Dayna Rothman
VP Marketing & Sales Development, BrightFunnel

Connecting Your Customer Journey to See More Success

In her session, Dayna Rothman will explain how to use measurement to optimize each stage of the buyer’s journey, make informed marketing decisions, and better understand what’s working—and what’s not. You’ll learn how your marketing team can utilize existing campaign data to dig deeper into performance and make intelligent decisions that will positively impact future pipeline and revenue.

Tim Washer
Creative Director, Cisco

Stop Boring Content with Comedy Writing Secrets

Join Tim Washer Friday morning for a lively session to help you hack the secrets of comedy writers to create content which is never boring. You will learn how to identify the common causes of dull content and tap into tactics for generating tons of creative ideas quickly.

Avoid corporate creativity deathtraps and use this session to spark creativity within your corporate team.

Ashley Zeckman
Director of Agency Marketing, TopRank Marketing

Scrappy B2B Creativity Hacks

What kind of marketer would I be if I didn’t encourage you to attend my own session? I will be taking the stage with Nick Westergaard and Andy Hunt to engage in an eye-opening discussion that will show you how you can leverage the latest content marketing tools to build your brand and grow your business without breaking the bank. In short, you’ll learn how to be scrappy.

Top Tips for Finding Your Squad

MarketingProfs has done an amazing job of connecting attendees to each other. And how could they not with an amazing Chief Content Officer like Ann Handley at the helm?

Getting the most out of a conference isn’t always about the content (although that’s important), it’s about meeting other like-minded marketers that you can connect with and learn from.

Below are three of my tips for finding your squad at an event like MPB2B:

#1 – Attend Social Events

I will be the first to tell you that being super social isn’t always easy. So while it may be tempting to sit in your room and fire of emails, peel yourself away from the comfy bed and make your way to one of the many social events surrounding the conference. These events offer a great opportunity to make new friends in a relaxed setting and learn a little bit more about what they do and why they are here. To help you out, here are a couple ice breakers:

  • What are you looking forward to most at this conference?
  • Have you attended before or is this your first time? (the marketer’s equivalent of “do you come here often?”)

#2 – Make New Friends in Session & at Lunch

While it can be tempting to sit with people you already know during sessions and lunch, don’t.

Instead, sit in a random row or at a random table and start a conversation with someone you don’t know. I have met some great people by plopping myself down at a table where I didn’t know a soul.

#3 – See Who’s Interacting Online

It’s amazing to think about the number of people you meet virtually, but have not met in real life. Events like MPB2B are a great opportunity to take those online conversations offline. See who is interacting on platforms like Twitter (or the event app) and set a designated time and place to meet.

What Are You Looking Forward to Most at MPB2B?

So now that you have some insights into what I’m looking forward to most, I’d like to know: what do you consider must-see sessions at MPB2B?


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© Online Marketing Blog – TopRank®, 2017. | Must-See Sessions & Top Tips for Finding Your Squad at #MPB2B | http://www.toprankblog.com

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Online Marketing Blog – TopRank®

4 Tips to Stop Killing Your Content Team from Workfront & Nordstrom

The pressure is on! Content marketers are being expected to create more with less. And often, that means creating more content without adding additional team members.

Unfortunately, the content copywriters are often the ones that bear the brunt of these situations which can be exhausting and cause content burnout.

To help ease the pain, Workfront’s Heather Hurst and Nordstrom’s Erica Gunn shared some great tips to help you scale work with the resources you have in their presentation at Content Marketing World.

Want to keep your content team happy and productive? Here’s what to do:

#1 – Build a Business Case

Ok listen up, this part is important:

Before you start anything, you need to understand why you’re doing it and whether it rolls up to the most important goals of your company.

Once you’ve developed your goals, it’s time to develop a strategic breakdown that will help you execute. Some key questions to ask include:

  • What are you trying to accomplish?
  • How will you measure success?
  • Are you working on the right things?
  • What’s not going to help you succeed? Eliminate it!

Ultimately, customer data should help make content decisions. Traditionally, Nordstrom relied heavily on gut instincts combined with trends to lead their content strategy. Now, they’ve taken a much nimbler approach that includes weekly meetings so that the team can pivot quickly, as well as measurement of content daily, monthly and quarterly. This enables short-term and long term adjustments to planning and creation based on content goals.

#2 – Manage & Prioritize Work Requests

When you have fully tapped content resources, it comes down to finding the balance between what is urgent, and what is important.

Also, utilizing a project management system like Workfront (which we use at our agency), can help teams identify what should be prioritized when there is simply too much to get done.

It’s essential to make time for unplanned work as well. If you’re able to plan for approximately 60% of your team’s tasks, then that leaves 40% of available time to handle last-minute or unplanned items.

#3 – Leverage Existing Content to Build Assets

One of the most overlooked opportunities for creating great content efficiently is to repurpose existing content. And while many marketers talk about content repurposing as a tactic, few are doing it effectively.

To make repurposing simple, start by tagging content appropriately so that you have an easy way to look it up in the future.

Last year, our CEO Lee Odden developed a great blog post that covered 50 influencer marketing fails, many of which came from influencers themselves. After seeing some great success with this post (over 2,000 shares), we decided to turn it into an ungated SlideShare that featured insights from some of the influencers, but also included some new ways to win at influencer marketing. To date this SlideShare has had over 37,000 views!

#4 – Manage Change

In their presentation, Erica and Heather shared three ways to enact change:

  1. Communicate: Create a case and share it with your leadership team that includes recommendations for more structured intake, prioritization and resource management.
  2. Model: Make an effort to change your own intake, prioritization and resource management behaviors. That way everyone else can see that you’re doing it differently.
  3. Reinforce: Reward team members that are following suit or participating in the change of these new behaviors and consider consequences for those who are following the old behaviors.

A Happy Team is a Productive Team

When you get caught up in the day-to-day, it can be difficult to make time for evolving process. However, think about the amount of time you will save by throwing out antiquated content process and let’s be frank, looking for new talent if your team gets burnt out.

Start by collecting data about what is and isn’t working. From there, you can develop your plan, implement and then reassess and optimize your approach.

What have you found to be your biggest challenges in creating a manageable workload for your content team?


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© Online Marketing Blog – TopRank®, 2017. | 4 Tips to Stop Killing Your Content Team from Workfront & Nordstrom | http://www.toprankblog.com

The post 4 Tips to Stop Killing Your Content Team from Workfront & Nordstrom appeared first on Online Marketing Blog – TopRank®.


Online Marketing Blog – TopRank®