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Content marketing has emerged as an incredibly effective way to arm consumers with the information they seek and need, increase brand awareness, enhance engagement, and ultimately inspire action and conversions. As TopRank Marketing CEO Lee Odden likes to say: “Content isn’t King. It’s the Kingdom.” But the kingdom is crowded.
Thanks to the rise of the internet, the explosion of social media and the development of mobile technologies to feed these two innovations, the customer buying journey has become much more self-directed. According to a Forrester, 74% of business buyers say they conduct more than half of their research online before making an offline purchase.
Marketers are always looking for new ways to inform, engage and inspire action from our target audiences, often looking to both established and well-known brands for motivation and creativity. Thankfully, behind many of our favorite brands there are bright and talented marketing experts whom we can learn from and be inspired by.
As some of you regular TopRank Marketing Blog readers may know, before making my way into the world of digital marketing, I was a journalist covering the wild news happenings in a handful of Twin Cities metro towns. While I wore many hats during those days—from reporter to managing editor to social media maven—building strong community connections was probably the most important hat of all.
In today’s digital world, marketers know that creating quality content is key to informing, engaging and inspiring action, as well as building authority and rapport with their audiences. And oftentimes that means creating original pieces and assets that tap into their audience’s interests, address pain points and answer burning questions.
While you’d probably love to slow down and smell the pine during the holiday season, let’s be honest—that’s usually not an option for marketers. It’s crunch time and you’re working hard to tie up loose administrative ends, manage holiday campaigns and prepare to start the New Year stronger than ever.
Account-based marketing. For many of us in the B2B marketing space, this concept has been buzzing in our ears over the past couple years. If you’re less familiar, ABM is a highly-strategic marketing approach that uses quality, relevant content to reach and nurture specific strategic accounts or individuals.
For many brands and marketers, video is becoming an increasingly important part of their overall digital marketing strategy, particularly when it comes to their social media efforts. And it’s not hard to see why. We humans are visual beings, and these days we crave and expect video. According to a HubSpot infographic, one-third of all online activity is spent watching video.
As marketers, it’s our job to know our audience. To understand their pain points. To empathize. To provide them with the answers or solutions they’re looking for. So how do we do all these things? One way is through content marketing. Over the past few years, content marketing has been increasingly embraced by marketers.
Digital marketers everywhere—especially our friends in the B2C marketing world—have spent the last weeks and months perfecting their marketing strategies for the holiday season. Now that the most wonderful time of the year is officially here, we want to make sure our fellow marketers don’t miss out on deals that can help them perfect their craft.
In today’s digital world, social media is a staple tactic within most marketing strategies, with 92% of companies considering social media important for their business. But as a widely adopted tactic, many brands and marketers are finding it more challenging than ever to stand out in news feeds, grow their follower base, and maintain or increase engagement.
What does the social media landscape look like in 2017? What networks are going to help me drive awareness, conversation and conversions? What types of content will have the most impact on my audience? Is Snapchat a good investment? As we near the end of 2016, these are likely just a few of the questions being asked by marketers everywhere.
These days, it’s no secret that high-quality images are important for any marketing strategy, particularly when it comes to social media. Images not only help brands stand out in busy social news feeds, but they also boost engagement and build brand awareness—and their importance is growing. According to a WebDAM infographic, 84% of all communication will be visual by 2018.
Vine, the social media app known for 6-second video loops, is shutting down. Twitter announced its decision to discontinue the video service in a press release last week. According to Marketing Land, Vine debuted in 2013 when mobile video wasn’t really a thing. But the rise of Snapchat, and the addition of live video capabilities on Facebook and Instagram, has drawn Vine’s to ...
For most brands and marketers, social media is an important and necessary component of their overall digital marketing strategy. Not only does social media help build brand awareness, but it also provides a conversational space for brands to engage their audience outside of their company website or brick and mortar stores or offices.
“Do you want to be creative?” Jay Acunzo, founder, host and writer of Unthinkable.fm, asked marketers this question as he kicked off his session Unthinkable: Content Creativity For The Hopelessly Uncreative at MarketingProf’s B2B Marketing Forum last week in Boston. Acunzo acknowledged the question was a bit silly.
Influencer marketing is an incredibly hot topic in the marketing world—and it’s not hard to see why. Influencers add insight, credibility and authority to the content they help create, and they also have the potential to bring that content to a new audience. But what makes someone influential? Is it popularity? Is it celebrity? Is it the fact that they have niche expertise? A ...
Once upon a time … A long time ago in a galaxy far, far away … There once was … These aren’t just classic fairy tale or movie beginnings. They represent memories. They evoke feelings. They get our minds churning. They signal that an exciting story is about to unfold—and those stories are powerful.
When it comes to creating quality content that informs, entertains, engages and inspires action from our target audience, we marketers wish we knew one thing: exactly what our audience is thinking. Unfortunately, that’s not exactly possible. While we’d all like to believe we have amazing mind-reading capabilities, most of us really only have the informed assumptions we’ve bui ...
While other visual social media platforms such as Instagram and Snapchat are getting most of the press these days, Pinterest is still a growing platform that offers B2B brands and marketers an opportunity to grow and connect with their audience, drive brand awareness and website traffic, and enhance their overall social media marketing strategy.