Monday, June 14Digital Transformation
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Tag: content marketing

Content Marketing for Startups: How to Succeed Even Early On via @sejournal, @ViolaEva1

Content Marketing for Startups: How to Succeed Even Early On via @sejournal, @ViolaEva1

Development
The barrier to entry for content marketing is low, making it faster and more cost-effective than ever before for startups to implement this proven effective marketing strategy.But here is the thing – the bar is higher than ever before.A short blog post without multimedia is not going to do the trick anymore. The expectations of your prospects and customers are rising.In many categories, we are seeing a winner-takes-all environment where high-quality content pieces win the vast majority of eyes—and clicks. In fact, a study by Ahrefs showed that 90.63% of all content gets zero traffic at all from Google.How can your startup beat the odds?In this column, you’ll learn about content marketing campaign planning, how to be memorable even on a small budget, and how startups can measure content ma...
Top 10 Worst Marketing Disasters of All Time via @sejournal, @vandernickr

Top 10 Worst Marketing Disasters of All Time via @sejournal, @vandernickr

Development
There is a bit of a train wreck tendency in most marketers; we just love a good trash can fire.Especially one that we didn’t create.And most importantly — one that we don’t have to put out.Of course, there is something to learn from every marketing mishap.So without further ado, here are the top 10 worst marketing disasters of all time (and what we can learn from them).1. EnronIt’s nearly impossible to talk about a far-reaching, industry-changing, regulation-altering scandal and not lead with Enron.This disaster went beyond marketing; the overhype and lack of transparency helped deeply inflate the value of (and disguise the shady and illegal business practices of) one of the more criminal corporations in U.S. history.Its CEOs and various leaders were tasked with improving its public image...
How to Get More Views on YouTube: Experts Share Tips via @sejournal, @gregjarboe

How to Get More Views on YouTube: Experts Share Tips via @sejournal, @gregjarboe

Development
Content creators, brands, and video marketers alike want to know how to get more views on YouTube.It’s important to make sure your optimization strategy is current, as YouTube’s algorithms have changed quite a bit over the years.In this column, you’ll find strategic insights and tactical advice from 20 video marketing and SEO experts to help you get more views of your own on YouTube.And as the moderator of this panel, I’ll share a few tips of my own at the end of this article.1. Seek Out Help From YouTubeJim Louderback, the GM of VidCon, says, “One of the best ways to grow your audience on YouTube is to seek out help from YouTube.“The YouTube Creators Channel is an ideal place to hear directly from the internal team on what works TODAY, and how you can take advantage of new YouTube featur...
Optimize for B2B Customers with Digital First Content Marketing

Optimize for B2B Customers with Digital First Content Marketing

Internet Marketing
The evolution of B2B marketing has required companies to extend the transformations and pivots made during the pandemic to more permanent changes in marketing driven by evolving consumer preferences for information discovery, consumption and interaction. B2B marketing is evolved as a digital first practice and there’s no going back. While most marketers understand it is simply not enough to rely on push marketing tactics and advertising, they still rely on these familiar and comfortable tactics. Today’s business customers have more content choices in text, images, audio, video and interactive formats on more devices than ever. They expect more than just useful information from the brands they buy from. In reaction to many of these changes in technology and an increased demand for informat...
5 Things You Can Do Right Now to Improve Your EAT for Google via @sejournal, @JuliaEMcCoy

5 Things You Can Do Right Now to Improve Your EAT for Google via @sejournal, @JuliaEMcCoy

Development, SEO
Google is always trying to make search results more useful and relevant to its users.Just take a look at the Page Experience update that introduced core web vitals as ranking signals. Now, if your content isn’t fantastic as well as easy to use, it’s going to slip down the ranks.It’s enough to drive any SEO pro insane.Relax.Stop chasing algorithm updates and trying to discern hidden meaning in Google’s announcements. (They don’t want you doing that anyway.)Focus on producing good content that’s easy to access instead.Make sure your readers E-A-T only the best.Here’s how.How to Improve Your E-A-T for GoogleE-A-T stands for Expertise, Authority, and Trustworthiness.It’s the guiding star of Google’s search evaluator guidelines and the three things they look for in every single piece of conten...
6 B2B Content Marketing Summertime Sizzlers To Increase Audience Engagement

6 B2B Content Marketing Summertime Sizzlers To Increase Audience Engagement

Internet Marketing
I’m going to knock on wood as I type this, but: It looks like we might have a (mostly) normal summer this year in the U.S. After the lockdowns, isolation, anxiety and fear of 2020, it finally feels like things are opening up. This is all great for everything except getting people to read your marketing content. In 2020 we had a captive audience starved for entertainment. Now we’ll be competing with everything from music festivals to movies to walking in the park. The way to break through and have a “hot brand summer?” First, don’t use phrases like “hot brand summer,” because you’ll just make people hate you. Second, it’s all about customer engagement. That means connecting with people on a personal level, offering something novel and fascinating, and using that contact to build a meaningf...
How Glocal Content Marketing Helps International Brands Stay Local via @sejournal, @lisabuyer

How Glocal Content Marketing Helps International Brands Stay Local via @sejournal, @lisabuyer

Development
How do today’s major global brands develop a digital presence and compete organically in local markets throughout the world?It’s called glocal.No, that’s not a typo – glocal is a sophisticated combination of global and local influence fueled by modern localization technology and strategic international marketing implementation.With the help of localization technology, global brands can be relevant and attractive on a local level, too. It’s the modern secret to building a global brand’s local staying power.When done right, the glocalization process taps into the power of content localization and SEO. This strategy ensures brands are easy to find and well ranked in local SERPS. Check!FYI Trend: International Brands Earn Local TrustThe [local loyalty] trend isn’t new.Since the inception, lar...
What B2B Marketers Can Learn from Stand-Up Comedy

What B2B Marketers Can Learn from Stand-Up Comedy

Internet Marketing
Stand-up comedians need to make a connection with their audience. It starts with getting attention, then stoking interest, developing a rapport, and ultimately provoking a reaction. To do it right, you need empathy, knowledge of your audience, creativity…oh, and a spark that makes you unique. B2B marketers: Does any of the above sound familiar? I’ve been a professional marketer and an amateur comedian for over a decade, and it’s surprising how much the two inform each other.  Here are just a few lessons that B2B marketers can learn from standup. Keep It Real In the early 19th century, standup comedy depended on wordplay and absurdism. For example: “Take my wife…please!” or “The other night I shot an elephant in my pajamas… how he got into my pajamas, I’ll never know.”  As t...
How B2B Marketers Can Build a Community of Influence with Content

How B2B Marketers Can Build a Community of Influence with Content

Internet Marketing
One of the most compelling scenarios for B2B marketers to build content and community is through a combination user generated content (UGC) and strategic content collaborations. To do this, many B2B brands will initiate ongoing social media content and engagement programs to stimulate dialog with customers, community and influencers to build essential relationships.With B2B marketing shifting to digital first, there is more demand for content than ever, but there are also resource challenges with the need to continuously create new content. At the same time traditional social media and content marketing can have trust issues if the brand isn’t engaging with the community or the right influencers on a regular basis. A content marketing focused solution that solves for both of those challen...
10 Ways to Drive Revenue through Content Marketing by Joe Pulizzi

10 Ways to Drive Revenue through Content Marketing by Joe Pulizzi

Internet Marketing
Huge congratulations to Joe Pulizzi on the release of the completely updated and expanded edition of Content Inc. Also thanks to Joe for contributing one of the handful of guest posts we’ve ever accepted here at TopRank’s B2B Marketing Blog. Along with thousands of other marketers, I’ve learned a lot from Joe and you will too.  Read on to discover 10 ways you can drive revenue for your business through content marketing from the Godfather of Content Marketing himself: Whether you are a marketing professional, content entrepreneur or a media executive, driving revenue from an audience is always the same. Once you build a loyal and trusting audience through your content marketing or media strategy, there are 10 different ways to generate revenue: six direct sources and four indirect s...
Content Marketing Optimization Audits – Find Where SEO Can Boost Content Marketing Success

Content Marketing Optimization Audits – Find Where SEO Can Boost Content Marketing Success

Internet Marketing, SEO
SEO and content marketing intersect in more ways than optimizing web pages with keywords. Answering the question, “How does SEO and content marketing strategy interact?” starts with understanding customers, behaviors and preferences for information discovery, consumption and sharing. Knowing what customers care about and how those concerns and interests manifest as search keywords and social topics folds very well into the keyword research practiced by professional SEOs. Keyword Glossaries and Editorial Plans can be valuable tools for marketers to aid in creating relevant content that is inherently optimized for customers and target audiences alike. Specific keyword optimization is appropriate as well, but the end content product becomes much easier to find, consume and share if an unders...
How to Accelerate Reach and Engagement of B2B Content Through Co-Creation

How to Accelerate Reach and Engagement of B2B Content Through Co-Creation

Internet Marketing
“Look, I made this!” Sharing things we create is a human compulsion that traces back to childhood. Whether you’re showing your mom a drawing so she can pin it up on the fridge, or linking social media followers to your latest blog post, it’s natural for people of all ages to proudly broadcast their creative output. Therein lies the power of co-creation for content amplification. “If you want your content reach to be great, ask your community to participate.” Let’s explore this approach to content collaboration from a B2B marketing perspective. Why Co-create Content for B2B Marketing? There are many benefits to collaborative content creation. TopRank Marketing CEO Lee Odden covered several in his writeup last year on winning at B2B influence with the magic of content co-creation. Among the...
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