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Boost Your Marketing Fitness and Learn B2B Influencer Marketing with @TopRank Marketing at #CMWorld
2019-08-27 19:45:48| Marketing and Public Relations - M&O
Next week TopRank Marketing chief executive Lee Odden and senior director of digital strategy Ashley Zeckman will speak at one of the worlds biggest content marketing conferences, as Content Marketing World 2019 takes place September 3 6 in Cleveland, Ohio. Lee will be making his ninth journey to Content Marketing World every one […] The post Boost Your Marketing Fitness and Learn B2B Influencer Marketing with @TopRank Marketing at #CMWorld appeared first on Newsroom.
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boost
TopRanks Influencer Content Campaign for #CMWorld Scores 258% Increase Over Benchmark
2018-08-30 12:00:17| Marketing and Public Relations - M&O
Committing to content quality over quantity. Striving for relevance and resonance. Ensuring tactical integration. Building credibility for all by elevating influential voices. Marketers know the rules of the content marketing game, but the gaming environment has never been more challenging. From ad blockers and growing consumer distrust to content shock and organic search and social… The post TopRank’s Influencer Content Campaign for #CMWorld Scores 258% Increase Over Benchmark appeared first on Newsroom.
Tags: content
increase
campaign
scores
Learn How Influencer Marketing Can Grow Your Business with @TopRank Marketing at #CMWorld
2018-08-23 18:57:00| Marketing and Public Relations - M&O
In less than two weeks TopRank Marketing chief executive Lee Odden and digital strategy director Ashley Zeckman will speak at one of the world's biggest content marketing conferences, as Content Marketing World 2018 takes place September 4 7 in Cleveland, Ohio. Lee will be making his eighth journey to Content Marketing World every one since the inaugural event in 2011 where he'll be presenting both a workshop and a solo presentation, while for Ashley 2018 marks her fourth year at the massive conference. Here's Lee and Content Marketing Institute founder Joe Pulizzi at the very first conference: Ashley and Lee will be joined by a team of other TopRank Marketing professionals for a fantastic learning, networking, and live-blogging experience. WHEN TO CATCH LEE AND ASHLEY September 4th - 1:00pm - 4:00pm Workshop with Lee Odden: Rocket Science Simplified: How to Optimize, Socialize and Publicize B2B Content 91% of B2B companies use content marketing (CMI/MarketingProfs) but 50% of content gets 8 shares or less (Buzzsumo). Houston, we have a problem! What good is your out of this world content if no one experiences it? In this space-themed workshop, youll join Content Marketing Commander Lee Odden for an interstellar experience on how to effectively build content amplification into the before, during and after of the content creation process. (rocket fuel not included) Hell share the tips, tricks and tactics hes learned over 17 years of working with content payloads of all shapes and sizes that have rocketed B2B brands to success. September 5th - 1:45pm - 2:30pm Solo Presentation with Lee Odden: The Confluence Equation: How Content and Influencers Drive B2B Marketing Success Whats the secret formula to scalable, quality content? Find out how B2B brands, big and small like SAP, Dell, Cherwell and DivvyHQ able to create more awareness, engagement and pipeline with the confluence equation. Join influencer marketing pro Lee Odden as he shares a framework, formula and tools for content marketing success working with influencers. September 6th - 12:05pm - 12:50pm Solo Presentation with Ashley Zeckman: Influencer Marketing is only for B2C Brands (& 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. See successful stories of content and influencer marketing in action as well as steps for getting scrappy and creating a stellar experience for audiences and influencers alike. Be sure to register using the Content Marketing World app before Lee and Ashley's sessions fill up, and check out some of the other amazing speakers we're looking forward to seeing. WE'D LOVE TO SEE YOU AT CONTENT MARKETING WORLD 2018! Along with Lee and Ashley, you can meet Jane, Nick and Annie from our team as they'll be in attendance and live-blogging many presentations. We hope you'll join Lee, Ashley, and the rest of the TopRank Marketing crew who will be at Content Marketing World 2018 over the week of September 4 7. Whether you can attend or not, follow our extensive live-blogging coverage throughout the week on TopRankBlog.com, and be sure to also follow @TopRank, @leeodden and @azeckman on Twitter for live conference updates. The post Learn How Influencer Marketing Can Grow Your Business with @TopRank Marketing at #CMWorld appeared first on Newsroom.
Tags: business
learn
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grow
Influencer Marketing Evolution 0 The #CMWorld Twitter Chat With Lee Odden
2018-03-15 13:30:02| Marketing and Public Relations - M&O
TopRank Marketing chief executive and co-founder Lee Odden conducted a live Twitter chat ahead of his September speaking event at Content Marketing World, exploring the evolution of influencer marketing. Lee will be speaking multiple times during Content Marketing World over the week of September 4 - 7 at the Huntington Convention Center in Cleveland, and his recent Twitter live chat presented below offers an excellent glimpse into many areas he'll be covering. Content Marketing World: What are the advantages of working with influencers and producing co-created content? Lee: At the most basic level, collaborating with relevant influencers to co-create content that is promoted by those influencers helps brands connect with potential customers that are ignoring the brands advertising and salesy promotions. Trusted experts with personality and persuasion skills are good people to have in your corner when it comes to content marketing. But there are other benefits too including boosting SEO performance of content, providing a source of content creation expertise outside of your marketing department, insights into the industry, creative skills not present within your company - to name a few. For those that like lists, heres a list of top level benefits from co-creating content with influencers: Authenticity Trust Variety Quality Quantity Reach Engagement Conversion On top of all that, 89 percent of marketers believe influencer marketing can positively impact how people feel about a brand, according to @emarketer. Content Marketing World question: Is influencer marketing appropriate for both B2C & B2B brands? How do you ensure your company and chosen influencer interests align? Lee: Two great questions! First, influencer marketing is appropriate for every organization that publishes content and wants to bypass ad blockers, advertising blindness and lack of trust. That means B2C, B2B as well as EDU, GOV and Non-profits. B2C Influencer Marketing has many more influencers & creators to work with as well as marketplaces to shop for influencers to engage. Many B2C influencers are expects at being influencers vs. subject matter experts. But not all of course. B2B Influencer Marketing involves industry experts and content collaboration for a much longer sales cycle. There are no marketplaces for B2B so most brands use IRM platforms like @Traackr or @Onalytica. Aligning company and influencer interests starts by being clear on what influence topic youre after and finding the most relevant matching influencers. Provide a compelling offer and a great experience for the influencer and the will deliver. Content Marketing World question: What are some questions marketers should ask when identifying influencers? Are there tools that can help? Lee: The first question a brand should ask before seeking influencers is to confirm what topics represent the intersection of customer interest and brand goals. What does the brand want to be influential about that customers also care about? The most common mistake brands make when identifying influencers is to focus on network size. Fake followers, bots, purchased followers, etc can give misleading metrics. Focus on: Relevance: Topical match Resonance: Audience engagement Reach: Network size Here are a few tools to help you find, qualify and recruit influencers. Remember, a tool is only as good as the expertise of the user: @buzzsumo @followerwonk @mention @grouphigh @TheInkybee @Brandwatch @linkedinselling (client) @onalytica @Traackr When finding influencers theres a BIG distinction between behaving like an influencer and being influential. Many subject matter experts are not extroverts or social savvy. They can still play a role though and engaging them is different. Content Marketing World question: How can you create value for the influencers you work with? What benefit does it need to provide them? Lee: The most important value to create for influencers is relevant recognition. But you have to learn thats what the influencer wants before you offer it. Other forms of value include access to information, products/services and brand experts. Compensation is a pretty big motivator as well - especially in B2C. Dont make the mistake of thinking that all top influencers want big money and nothing else. Another mistake is to think that mid-level and microinfluencers only want recognition. A blend of compensation and recognition can work very well in most cases. Content Marketing World question: Beyond brand awareness and advocacy, how can influencers help improve leads and sales? Lee: Marketers that map the full customer lifecycle with an understanding of buyer questions, pain, & goals for each stage should be able to match relevant influencers to each of those stages - including consideration and purchase. Rather than brandividuals to create awareness, consideration and purchase can include customer influencers, employee influencers and domain experts that evaluate solutions. Its great when brands answer buyers questions, but when trusted, credible experts answer those questions, it can facilitate lead quality, speed, order size and conversion rates. I know everyone likes video these days, so heres a
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June 16 #CMWorld Twitter Chat: @LeeOdden Discusses Repurposing Content
2015-06-12 12:38:42| Marketing and Public Relations - M&O
Creating a successful content marketing program is hard work! What can you do to lighten the load while still creating value for your audience? One of the ways that marketers can begin scaling content is by repurposing existing content marketing that has performed well. This can be accomplished in a few ways including: Take a… The post June 16 #CMWorld Twitter Chat: @LeeOdden Discusses Repurposing Content appeared first on Newsroom.
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june
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