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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TopRank® Online Marketing Newsletter.

© 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®

[Reminder] Upcoming webinar — Build Your Ultimate Martech Stack

It’s not enough to build a martech stack… you’ve got to build the right stack for your organization. Strategy, efficiency, integration, and resources all play significant roles in martech stack decisions. Join martech expert Matt Heinz and Linda West, Act-On’s Senior Director of Marketing Services…

Please visit Marketing Land for the full article.

Marketing Land – Internet Marketing News, Strategies & Tips

[Reminder] Upcoming Webinar: 5 Disruptions Reshaping Marketing As We Know It

Most marketers still look at digital as a marketing channel. But digital is no longer just a website or mobile app. Nearly everything in the world is becoming connected and acquiring digital properties. The marketing world is in the middle of five major disruptions that are reshaping the industry….

Please visit Search Engine Land for the full article.

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

Mobile SEO in 2017: What You Need to Know to Prepare for the Upcoming Year


Today, most online searches happen on mobile devices, not desktop computers. The advancements in technology and the ability to always being connected has led the charge for users to consume more information via mobile devices. Since most searches now happen on mobile devices, Google is making the move to go all-in on mobile. Google claims that their algorithms will eventually primarily use a mobile version of a site’s content to rank pages over a desktop version.

Google Switches to Mobile First

Google recently announced that they are switching the way that they index websites. Historically, Google has indexed websites based off of desktop sites. Now, Google will be using a mobile first index that will probably alter the results for desktop searches. Google has always encouraged webmasters to focus on mobile users and this index switch solidifies the importance of mobile optimization.

If you have a website that shows different content on mobile and desktop then you may want to consider making updates to your website. The biggest updates you should make is to:

  • Serve structured markup for both desktop and mobile sites
  • Verify the markup on both versions of the page
  • Avoid adding large amounts of markup that isn’t relevant
  • Make sure your mobile site is crawlable and indexable by Googlebot

In the article, Google mentioned that you do not need to change anything if you have a responsive site or a dynamic serving site where the primary content and markup is equivalent across your mobile and desktop sites. Also, Google states, “If you only have a desktop site, we’ll continue to index your desktop site just fine, even if we’re using a mobile user agent to view your site.” With Google moving all-in on mobile, it is more important now to focus on your mobile strategy.

Optimizing for Mobile Users

One of the most important elements of mobile SEO is conducting keyword research and creating content for mobile users. Often, organizations fail at thinking of the mobile user when designing a page or drafting content. It is important to think through all the types of searches your audience will conduct on any type of device. Mobile search queries typically include more conversational-based queries that are related to voice searches. Also include content that users will want to consume on their mobile devices.

When optimizing for mobile devices, make sure to take in account the lack of search engine result page (SERP) real estate. The amount of real estate on a mobile SERP is much smaller than desktop or tablet devices (as you can see below) so try to be concise within the title tags and other metadata. Besides optimizing the metadata and content, consider adding schema markup to the page to help show rich snippets on the mobile SERPs to gain more visibility.


Another tactic to consider when optimizing for mobile devices is the pagespeed. Google has continued to put an emphasis on pagespeed especially for mobile devices over the last couple years. A slow loading mobile page provides a low-quality user experience, which can cost websites many valuable customers.

Designing for Mobile Users

Another best practice for mobile SEO is to avoid intrusive pop ups or interstitials. Google stated in an article, “To improve the mobile search experience, after January 10, 2017, pages where content is not easily accessible to a user on the transition from the mobile search results may not rank as highly.” As frustrating as popups can be on mobile sites, there are research studies that show how effective they can be for gaining miro-conversions. If you choose to use popups on your mobile site make sure that it does not take up the majority of the content or is difficult to close by January 10, 2017. Below are examples of interstitials that make content less accessible that Google provided within the article.



Another design aspect for mobile devices other than popups or interstitials is to make sure all elements are easy to click on. The layout should be thought through to avoid accidental clicks or any issue with scrolling through a page.

Impactful Technical Elements for Mobile

There are three main techniques you can serve a mobile site to users. Those three ways include responsive design, dynamic serving, and separate URLs. Each technique can provide a solid user experience for different reasons. Google does a great job explaining the differences of each technique.

Another technical perspective to consider for mobile devices is to avoid using Flash elements. Find other means to develop interactive elements so that users can use them on all types of devices. Another technical perspective is to not block CSS, JavaScript, or images from Googlebot. Googlebot wants to crawl those elements on the page so it can help elevate it.

Mobile SEO Should be at the Core of Your Digital Strategy

Overall, it is important to make sure your mobile site is optimized and provides the best user experience possible. Make sure to update your mobile site, if possible, as Google continues to experiment the updated mobile first index. If you currently do not have a mobile site, then you might want to begin thinking about developing one. There isn’t a sudden rush to complete, but an optimize mobile site can help increase your ROI for your online marketing channels.

Out of curiosity, how many of you read this post on a mobile device?

If you have questions about your mobile site or SEO strategy, contact TopRank Marketing to get your mobile SEO audit.

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

© Online Marketing Blog – TopRank®, 2016. | Mobile SEO in 2017: What You Need to Know to Prepare for the Upcoming Year | http://www.toprankblog.com

The post Mobile SEO in 2017: What You Need to Know to Prepare for the Upcoming Year appeared first on Online Marketing Blog – TopRank®.

Online Marketing Blog – TopRank®

Twitter’s sales team is taking a hit in big upcoming layoffs

SUN VALLEY, ID - JULY 6: Jack Dorsey, co-founder and chief executive officer of Twitter, attends the annual Allen & Company Sun Valley Conference, July 6, 2016 in Sun Valley, Idaho. Every July, some of the world's most wealthy and powerful businesspeople from the media, finance, technology and political spheres converge at the Sun Valley Resort for the exclusive weeklong conference. (Photo by Drew Angerer/Getty Images) Well, now we know why Twitter decided to move its earnings report to before the market opens (when the West Coast will conveniently, largely be asleep). Bloomberg is reporting that the company may cut up to 8% of its staff, or around 300 people, and that the cuts could be announced as soon as this week. As usual these situations are very dynamic, so all of the above could shake out to be… Read More
Social – TechCrunch

15 Upcoming Holidays and Observances – Mark Your Email Marketing Calendars!

There’s pretty much always a holiday right around the corner…guaranteed. And whether it’s a national holiday or not, it can be a great reason to send an email marketing campaign to your subscribers. Here is a rundown of upcoming holidays here in the U.S.:

  1. 5/30 – Memorial Day
  2. 6/7 – First Day of Ramadan
  3. 6/14 – Flag Day
  4. 6/19 – Father’s Day
  5. 6/20 – Summer Solstice / First Day of Summer
  6. 7/4 – Independence Day
  7. 7/24 – Parents’ Day
  8. 8/21 – Senior Citizens’ Day
  9. 8/26 – Women’s Equality Day
  10. 9/5 – Labor Day

A couple fun, bonus holidays also include:

  1. 6/24 – Take Your Dog To Work Day
  2. 7/11 – World Population Day
  3. 7/14 – Shark Awareness Day
  4. 8/2 – Ice Cream Sandwich Day
  5. 8/10 – Lazy Day

You can use these emails as an opportunity to insert humor into your subject lines, test what time you send campaigns, or just as another chance to engage your customers. Whatever the case, get creative, have some fun, and hit “send!”

Don’t Have a VerticalResponse Account Yet?

It’s easy to use and free to get started. Sign up today and start sending your holiday emails!

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© 2016, Janine Popick. All rights reserved.

The post 15 Upcoming Holidays and Observances – Mark Your Email Marketing Calendars! appeared first on Vertical Response Blog.

Vertical Response Blog