Give Influencer Content Programs a Promotional Edge with Digital Advertising

It happens almost every single time. I’m finally settling in to stream a few episodes before I go to bed for the day. I fire up the old Netflix machine and there it is… options… lots of them.

There are shows I’ve seen before that I might want to watch again. Genres that I’m interested in. Highly rated shows. Maybe I watch one of those trending shows that everyone is talking about? I mean I’ve never seen that Making a Murderer show… did I miss out on that one? My mind continues to jump around with the unlimited options in front of me.

When you have virtually unlimited options in front of you it’s almost impossible to make a choice. This is probably why I’ve watched the American version of the Office about one million times (either that or it’s a really good show).

As marketers we consistently run into situations like this. We are asked to promote a product or a service or a piece of content and when we sit down at our desk we are hit with so many options. We have to choose the right channel, the right audience, the right messaging, the right offer, the right image, the right… Anyone else getting cold sweats just thinking about this?

I want to help you with this problem. Specifically as it relates to influencer content (because that presents a whole new set of challenges that need to be addressed).

Promoting Influencer Content With Digital Advertising

Why focus on influencer marketing? In my opinion influencer marketing is one of the most challenging thing to promote with paid digital advertising. Many people look at influencer marketing and content marketing in general as some magical piece of content that, when published, turns prospects into customers in a completely organic way.

In reality, simply creating great influencer content is not enough. Right now, as I write this, there are over one billion websites (in fact the number grew by about 500 in the time it took me to finish that sentence).

So what does that mean? In very broad and simple terms you aren’t the only one that has to make a lot of choices. So when it comes to influencer content you have to help your audience find it and help them choose it.

5 Steps to Promoting Influence Content with Digital Advertising

The 5 steps below will help you successfully promote your influencer content with digital advertising in a way that attracts and entices your target audience.

Step 1. Change How You Think About Influencer Content

Often marketers don’t change their approach to promotion when deploying an influencer driven content campaign. Instead of thinking of your influencer content as a part of your standard marketing mix think of it as a product.

This is really important. You are not promoting content, you’re not boosting a post, you are selling influencer content. That is your job.

Step 2. Know Your Audience

It seems simple, but is often overlooked. But did you know that now you can really know your audience. For example, if you are using Twitter you can gather awesome insights with Twitter Analytics.

I mean… take a look at this.

The top lifestyle type in my organic audience is “Online Buyers.” I can make assumptions from this. For example, one thing that is often debated is how much info do I ask a prospect to give in exchange for a gated asset? Well an online buyer is comfortable giving over name, phone number, address, credit card info, and more in exchange for goods.

This information can help you determine what to “charge” or how much information you should ask for in exchange for content.

You can gather similar information using tools such as  Google Analytics Demographics and Interests and the Facebook Audience Insights tool.

Step 3. Segment Your Audience

Knowing your audience is important. Segmenting your audience is even more essential.

Don’t make the mistake of lumping everyone together into one audience when promoting your influencer driven content. While this tactic may be necessary if you are working with a really small audience, a larger audience that you can segment will allow you to tailor your message to a smaller, specific group of people.

For example, let’s say that you have created influencer content to target HR professionals. It’s possible that you could segment that audience by tenure in the HR industry.

With an audience like this you could tailor your call to action like so.

  • Tenure of 0-5 years – Jumpstart your HR career with….
  • Tenure of 5-15 years – Bring your HR career to the next level with…
  • Tenure of 15+ years – Learn from the top HR professionals…

Segmenting your audience can help you tailor your sales pitch. Remember, you are selling your content not promoting it.

Step 4. Challenge Your Assumptions

What’s the one thing I have heard more than anything else when it comes to promoting B2B influencer content with digital media? Give up? It’s this, “we are a B2B company so we only want to promote this on LinkedIn.

Well first of all, we are selling the content not promoting it. Second of all, you don’t think those same professionals have a Facebook account?

Facebook is on pace to hit 2 billion users. I’m willing to guess that some of those 2 billion users are in the market for B2B goods and services.

Challenging your assumptions has it’s rewards. Currently I am running a campaign for a B2B company and the results look like this…

Challenging assumptions and running a campaign on Twitter was a great bet!

Step 5. Don’t Fall in Love With Your Bets

It’s bound to happen. You’ll do all of the tips above. You’ll create a segmented audience on a social network that sits outside of your assumptions. You’ll create tailored calls to action and you’ll fall in love.

Then it happens… nothing happens… it fails.

When it fails, one of two things normally happen.

  1. Marketers ignore the failure in disbelief
  2. Marketers say, “just give it more time. One more conversion will make this look better.”

Neither of these are going to change anything. In this situation only one thing will work.

Make some changes.

Change your ad copy. Broaden your audience. Change your bids. Try to identify why it isn’t working and fix it.

The Keys to Promoting Influencer Content With Paid Digital Advertising

So there you have it, 5 keys to promoting content with digital advertising. Below is a quick recap that you can use of a checklist of sorts to begin guiding your influencer content and digital advertising journey:

  1. Remember you’re selling your content not promoting it.
  2. Know your audience. Use tools to understand their online behavior.
  3. Segment your audience. Tailor your message in a way that speaks to the individuals in your audience.
  4. Challenge your assumptions. Try something new. Run tests.
  5. Don’t fall in love. Make changes quickly and don’t wait for a campaign to turn into what you want it to be.

I know you have over a billion options to choose from when it comes to internet content. Thanks for choosing this piece. I’d love to hear about any time you challenged an assumption and won or when you fell in love with a campaign. Feel free to share your insights in the comments below.

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Give Influencer Content Programs a Promotional Edge with Digital Advertising |

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Final Boarding Call for Content Marketing World: Don’t Miss these 10 Presentations

Does anyone look forward to getting on an airplane anymore? Sure, you may be excited about where you’re going or what you plan to do when you get there. But anyone happily anticipating the screening, boarding, and flying part—well, I’ll have whatever vitamin supplement they’re on.

If you’re headed to Content Marketing World, odds are there’s a flight in your immediate future. Fortunately, this trip is definitely worth the hassle. Just keep in mind how much you’re about to learn, how many amazing marketers you’re about to meet, and you can smile your way through the unpleasantness.

To help you get the most out of your trip—enough to sustain you through a legroom-free flight home—make sure you attend the following ten sessions. These first-class (get it?) marketers have all logged hours of flight time sharing their knowledge all over the world. Each one is uniquely qualified to be your marketing coach (get it?). They’re in a business class (GET IT?) all their own.

So put your tray table up, stow your carry-on, and add these sessions to your schedule. And in the case of a water landing, this post can be used as a flotation device.

Ten Can’t Miss Sessions at Content Marketing World 2017 

#1: Linda Boff

Linda is the CMO of GE, with over 15 years of experience in their marketing department. Under her leadership, GE has been absolutely dominating the content game, with an energy and creativity that’s rare in B2B. Their Instagram has over 300,000 followers.  They did a hit science fiction podcast, The Message. They held a robot rock concert to showcase their electricity infrastructure solutions. In short, Linda is helping make B2B content cool, and I’m excited to hear what she has to say.

The Session: Imagination at Work: Lessons in Storytelling from GE

Linda’s session is a keynote, so you don’t have to pre-register for it. Just set your alarm early and plan to get to the main hall by 8 a.m. on Wednesday the 6th.


#2: Andrew Davis

Andrew is the best-selling author of Town Inc., a sought-after keynote speaker, and a brilliant marketer with a history of fantastic content, from documentaries to blog posts. He’s also the only presenter at Content Marketing World who has worked with the Muppets. If you’ve never seen Andrew speak before, you’re in for a treat: He’s a dynamic presenter who will drop knowledge while keeping the energy level high.

The Session: Show Me: How Inventive Video Marketers Spin Stories into Revenue

We all know that video content marketing is not even the next big thing – it’s the current big thing. But connecting the marketing to the ROI is still a challenge. Andrew’s session should help you find the gold in them thar videos.


#3: Amisha Gandhi

As the Global Head of Influencer Marketing at SAP, Amisha is helping to bring influencer marketing out of the “Wild West.” She’s helping develop the best practices that will help marketers reach a higher level of influencer marketing maturity and sophistication. Her insights are a crucial component of our eBook, Influence 2.0.

The Session: Implementing a Global Influencer Program at a Large B2B Enterprise

Amisha is uniquely qualified to lead this session, in that she is currently implementing a global influencer program at SAP. This nuts-and-bolts session is sure to be packed with practical knowledge you can use in your influencer marketing efforts.


#4: Ann Handley

A tireless crusader in the war against mediocre content, Ann Handley has helped thousands of marketers find their unique creative voice. She’s the best-selling author of Everybody Writes and co-author of Content Rules, and is the Chief Content Officer for MarketingProfs. She’s also a dynamic, engaging speaker, ever ready to cut through the nonsense to inform and inspire.

The Session: Writing Secrets from Prolific and Productive Writers (The Jerks!): How to Create Better Content When No One Has Enough Time

Ann’s sessions are always (justifiably) extremely popular, so you have two chances to catch her presentation this time around. Make sure to register early! Even if you’re not directly in a content role, Ann’s advice can help improve whatever writing you do.


#5: Heather Hurst

Heather is the Director of Corporate Marketing at Workfront, helping create content resources that match with the company’s vision of helping people be more efficient and effective at work. Under her leadership, the Talking Work blog has become a destination for smart content from her team and from experts worldwide.

The Session: Stop Killing Your Content Team: How to Scale Your Work with the Resources You Have

Producing quality content at scale has been a thorny problem for the industry, and Heather is just the person to address it. From prioritization to resource allocation to the power of repurposing, this session should help close the resource gap.


#6: Lee Odden

You know that old Wayne Gretzky quote about not going for where the puck is, but going for where the puck is going to be? Lee is the Wayne Gretzky of marketing. He was into SEO before it was cool, was a pioneer of influencer marketing, and is now leading the charge for integrated, holistic marketing. As CEO of TopRank Marketing, Lee has turned a boutique digital agency into a global powerhouse, equally at home working with Fortune 100 companies and local small businesses. He’s also a pretty great boss (we’re hiring). And, should you meet him at one of the networking events: It’s pronounced OH-den, like the Norse god, not ODD-en.

The Session: Big Brand Influencer Marketing – Trends and Best Practices  and Creating an Influencer Marketing Strategy: A to Z.

TopRank Marketing’s philosophy of influencer marketing goes far deeper than one-off endorsement gigs. Lee’s strategy aims to create ongoing, mutually beneficial relationships with the people truly influential to your target audience.

#7: Robert Rose

Robert is the Founder of the Content Advisory and Chief Strategy Advisor at Content Marketing Institute. He’s one of the original masters of content marketing—together with Joe Pulizzi, he helped write the rules of effectively using content to drive business purposes. His latest book, Killing Marketing (co-authored with Joe), is all about achieving the holy grail of content marketing: making it a profit center rather than a budget item.

The Session: Becoming an Audience Company: Moving beyond Media in a Post-Digital World and Return on Audience: Rebooting Content Marketing and Building a Scalable, Measurable Strategy

Not only can Robert’ sessions help you realize business benefits from your content marketing, he can show you how to make content itself a business. And he should know: Content Marketing Institute itself is a prime example of a business built content-first.


#8: Adam Singer

Data is what turns content into content marketing. Every content creator should have a handle on the analytics that tell us what our audience is interested in, how our content is resonating, and how our results translate into revenue. Adam is the Analytics Advocate at Google, and he’s tasked with helping marketers understand how to use Google’s tools to make their marketing work better.

The Session: Reporting, Google Data Studio and Data Visualization for Marketers

If you’re a content creator, this session is a great opportunity to round out your skillset. Learn how to dive into the data and generate insights you can use to fuel your next round of content. If you’re already a data nerd, this is your chance to get even deeper inside the Google-verse.


#9: Amanda Todorovich

The Content Marketing Institute named Amanda their Content Marketer of the Year last year, and she’s returning this year to share her secrets of creating award-winning content. With over 20 years of experience in the industry, Amanda has both practical knowledge and creative inspiration to spare. She’s currently the Director of Content Marketing at Cleveland Clinic, helping bring compelling content to the healthcare industry.

The Session: The Inside Story of How Cleveland Clinic Health Essentials Drives Consistent Web Traffic and Builds an Audience

Healthcare is a tough industry for marketers, with changing markets and regulations constantly putting pressure on content creators. That makes Amanda’s success story all the more compelling. She’s sure to have ideas you can put into action, regardless of your industry.


#10: Tim Washer

Tim has a unique pedigree as a marketer: He’s a stand-up comedian and a comedy writer for shows like Saturday Night Live, in addition to his pioneering work as the Creative Director of SP Marketing at Cisco. He clearly demonstrates how creativity and humor can spice up even the most “boring” B2B content. Simply put, this is a guy who can make hilarious videos about internet infrastructure solutions.

The Session: How to Use Improv Techniques to Improve Your B2B Storytelling

Improv workshops are all the rage in corporate America right now, and it’s not hard to see why: Improv requires quick thinking, teamwork, and extraordinary empathy for the audience to succeed. Tim’s session is guaranteed to crack you up and make your content livelier.

The Captain Has Turned on the Content Marketing Insights Sign

There are hundreds of sessions to choose from at Content Marketing World this year, all of them presented by some of the brightest minds in marketing. The TopRank Marketing team will be there in force, and we’ll be seeing as many of them as we possibly can. Keep an eye on the blog for takeaways, liveblogs, and extra content all next week. And make sure to reserve time in your schedule for these ten sessions.

If you’re attending the conference, keep an eye out for me, Ashley Zeckman, Caitlin Burgess, Tiffani Allen, and Knute Sands. We look forward to meeting all of you!

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Final Boarding Call for Content Marketing World: Don’t Miss these 10 Presentations |

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Behind the Marketing Curtain: An Interview with Social Customer Care Wiz Dan Gingiss, McDonald’s

Behind the Marketing Curtain with Dan Gingiss

Social media marketing has become an important part of any brand’s digital marketing mix, helping brands of all sizes foster customer connections and engagement. But as more consumers use social media to “ring the bell” and gain access to the person who can help solve their problems, many find the social bell is out of order when it comes to customer service.

For social media wiz Dan Gingiss, McDonald’s Corporation’s Senior Director of Global Social Media, customer service is arguably one of the most important pieces of social media marketing.

“Social media is the first and only channel where customers can talk back, marketers need to listen and engage,” Dan told me in a recent interview.

With more than two decades building up his marketing wizardry, Dan knows a thing or two about ushering people through the emerald social media gates and providing great social care—and no ruby red slippers are required for entrance.

With that said, as part of our Wizard of Oz-inspired Behind the Marketing Curtain interview series, today we’ll pull back the fabric and get to know more about how Mr. Gingiss arrived in the wonderful world of marketing, and share insights that can help inspire better customer service within your social media strategy, and perhaps kick a wicked habit or two.


The Man Behind the Curtain

Dan Gingiss, Senior Director, Global Social Media, McDonald'sDan has spent most of his life and marketing career in the Chicago area—that’s his Kansas, he said.

“[Well], it’s not quite Kansas, but still the Midwest!” he joked.

And while Dan has been a marketer for more than 20 years, his numerous talents aren’t bound to any one industry. He also bills himself as a “pretty decent” pinball player and a grammar nerd—and he’s also a licensed bartender.

“[I got my bartender’s license] after taking a two-week night course after college and placing first in the speed drink-making contest,” he explained while also noting that there’s no fire or bottle flipping in his repertoire.

Dan is also a huge baseball fan—particularly when it comes to the Chicago Cubs club. But he’s arguably a pretty big Cleveland Indians fan, too; his all-time favorite movie is Major League.

“[It’s the] perfect combo of humor, a little bit of romance, and baseball!” he said.

As a marketer, he’s built his career as a marketing generalist. Borrowing a phrase from the John Fogerty song “Centerfield”—and keeping in line with his love of the game, Dan said: “I am a ‘put me in coach’ kind of guy. As a result, I’ve enjoyed domestic and global roles in B2C and B2B, product management, loyalty programs, and acquisition marketing.”

Over the last two decades, Dan has held positions at Discover Card, Humana, Diner’s Club International, and Mesirow Financial. Earlier this year, Dan joined McDonald’s Corporation as Senior Director of Global Social Media. He’s also a podcaster and the author of Winning of Social Customer Care: How Top Brands Create Engaging Experience on Social Media.

So how did self-proclaimed marketing generalist land in a social media-specific role? We’ll cover that in the next section.

Following His Yellow Brick Road

As an undergrad student at the University of Pennsylvania, Dan was majoring in Psychology and Communications—meaning he had no idea what he wanted to do with his life, he said. But, being the grammar nerd he is, he was the managing editor of the college newspaper. One evening, as he was pasting up the next day’s edition, he spotted an ad from MBI, Inc., a high-end collectibles company in Norwalk, CT that operates under The Danbury Mint brand.

“The ad promised to teach me ‘everything you need to know about direct marketing,’” he recalled. “So, I applied and they did.”

“On my first day of work, I was handed a bunch of product lines and told to create and execute marketing plans in direct mail, package inserts, and the Sunday coupons—that’s how I learned,” he said.

Four years later, Dan went back to school for his MBA and took his “first” marketing class. At that point, he realized that his undergrad studies provided the perfect foundation for becoming a marketer.

“Psychology and Communications are two perfect majors for a marketer because they are two skills that basically define what marketing entails—understanding your customer, and knowing how to speak to him or her,” he said.

But his journey was certainly not over. While spreading his wings as a marketing generalist over the years, in 2012 Dan found his true marketing passion: social media.

“[Mike Boush], the Chief Digital Officer at Discover Card, asked me to lead digital customer experience and social media even though I had no professional experience with either,” he recalled. “He recognized something in me even before I did: That I am most comfortable with my ‘customer hat’ on, thinking about every experience through the customer’s eyes. I also immediately fell in love with social media—especially Twitter—and never looked back.”

Dan’s Traveling Companions

Just as Dorothy found dear friends and encouragement in the Scarecrow, Tinman and Cowardly Lion as she made her way to Emerald City, Dan’s yellow brick road was paved with a little help, too.

The aforementioned Mike Boush was one such individual who made an impact.

“He challenged me to become a “recognized leader” in social media,” Dan said.

Another was Jeff Reid, who was Dan’s boss at Humana.

“He asked me to create a personal goal (writing a book) and execute on it,” Dan explained.

Another mentor that came to Dan’s mind was the late Robin Carey of Social Media Today.

“She definitely had courage,” he said. “After meeting me once, she agreed to sponsor my brand-new podcast called ‘Focus on Customer Service.’ It was the first of its kind—dedicated solely to customer care in social media—and I had never recorded a podcast episode previously. Fifty-plus episodes later, that podcast spawned my book.”

“Robin believed in me when she didn’t have to, and I’ll never forget her for that,” he added.

Meeting the Wizard

At TopRank Marketing we believe in taking a smart, creative and results-focused approach in everything we do for our clients, as well as our own personal growth. Dan is certainly someone who exemplifies these qualities in his work as a social media marketing wizard. So without further ado, let’s dive into Dan’s tips for better social media marketing.

Good witch or bad witch? What’s one bad social media marketing habit marketers should drop?

Thinking that customer service is someone else’s problem. When we interrupt people’s social media feeds with marketing messages, we hope that they will engage with our fun and interesting marketing content. But sometimes, all we do is remind them that they had some other problem with our brand. Since social media is the first and only channel where customers can talk back, marketers need to listen and engage.

[bctt tweet=”#SocialMedia is the only channel where customers can talk back, #marketers need to listen. @dgingiss” username=”toprank”]

Dorothy’s ruby slippers were the key to achieving her end goal of returning home. What are a few tools you believe are key for social media marketing success?

Always be listening. People will generally tell you everything you need to know about your business—what’s working, what needs fixing, and what could be your next big hit. Marketers need to embrace the feedback, including compliments, questions, and complaints. Knowing your customer will definitely help you become a better marketer.

There are a number helpful social media marketing and listening tools out there—many of which I covered in the chapter on social customer care tools in my book—that can fit into any marketing budget and are worth the investment.

[bctt tweet=”#Marketers need to embrace positive & negative feedback on #socialmedia. @dgingiss” username=”toprank”]

Poppies. Poppies. Poppies will put them to sleep! What creative tactics can marketers use to keep their social audience engaged?

Always be engaging, too. I know, so many rules! But consumers want to engage with brands on social media. That’s usually why they reach out in the first place. Companies that engage back can create loyal brand advocates that will tell their friends and followers on social media. We’ve all seen the studies—there’s nothing more believable than an objective friend talking positively about a brand. And I’ve personally seen 1:1 engagement rates even after a customer service inquiry that far surpass any marketer’s wildest dreams. Then scaling that becomes the challenge.

[bctt tweet=”There’s nothing more believable than an objective friend talking positively about a brand. @dgingiss” username=”toprank”]

What’s one thing you would ask the all-powerful marketing wizard for? (More budget, more resources, better data?)

An end to social media marketers thinking of social as a “special” channel that gets to play by different rules. Other than that consumers can talk back, social is just another marketing channel. It’s not unfair to ask for a return on that marketing investment. It’s not unfair to point out that likes, comments, and retweets don’t mean anything if more people aren’t buying your company’s products. Social marketers need to understand that corporate marketing budgets are finite, and social is competing against more mature marketing channels that have shown results for decades.

[bctt tweet=”#Marketers need to stop thinking #socialmedia is “special” channel that has different rules. @dgingiss” username=”toprank”]

We’re Off to Meet More Wizards

I’d like to sincerely thank Dan for taking the time to open up about who he is, where he comes from and how he approaches content and comedy. Thanks, Dan!

Of course, TopRank Marketing’s journey to Emerald City is still underway. In the coming months, we’ll be bringing you more exclusive interviews and insights from industry wizards to add some smarts, heart and nerve to your marketing efforts.

Stay tuned for our next installment, my pretty!

What’s one thing you’d ask the all-powerful marketing wizard for? Tell us in the comments section below.

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Why HTTPS Matters for Content Marketers: Website Security, SEO, and Customer Trust

Full disclosure: As a content marketer, I’m still trying to round out my technological knowledge. The complex inner workings of the internet might as well be some combination of elves, gnomes, and unicorns. As long as it delivers my content (and a steady stream of memes and status updates), it doesn’t matter how the internet works, right?

But it’s time for all content marketers to get at least a little technical. There are new marching orders from our overlords at tech giants like Google, Facebook, and Apple, and they’re going to directly affect your content marketing strategy.

The issue is a web security protocol called HTTPS (Hyper-Text Transfer Protocol Secure). Other terms you might encounter are SSL (Secure Sockets Layer) or TLS (Transport Layer Security).  Or you may just know it as the little green padlock in the top corner of your web browser:

image showing green padlock on Chrome web browser

No matter what you call it, HTTPS provides a secure, encrypted channel for a website to transfer data to a browser, and vice versa. It uses digital certificates to verify that each party is who they say they are—and that no third-party is intercepting the data.

It’s easy to see why HTTPS is a good idea—you don’t want some shady character snooping on your passwords and credit card information when you’re online banking at Starbucks. And you wouldn’t want to think you’ve connected with your bank, when you’re actually on

Beyond the safety considerations, however, the push for websites to adopt HTTPS matters for content marketers. Not having HTTPS on your site can now hurt your marketing efforts in two big ways: search engine visibility and customer trust. Here’s what you need to know.

HTTPS Is an SEO Ranking Factor

Google is one of the major supporters of HTTPS, using its considerable leverage to increase adoption of the protocol. To that end, they have added HTTPS status as a ranking factor in searches. Since Google owns well over half of the search market—and over 90% of mobile search—your site’s ranking on Google has a massive impact on your organic traffic.

If your content is just as good as a competitor’s, but they have HTTPS and you don’t, they’re likely to rank higher on the results page. Over time, the coveted top spots will all go to HTTPS-enabled sites, with unsecure sites fighting for the scraps. This graph from Smart Insights shows just how much traffic you lose by dropping even a single slot on the SERP:

Chart showing a dropoff in click through rate versus position on a search engine ranking page

The top result has a 30% click-through rate, while the second gets 12%, and the CTR declines steadily from there.

It’s easy to see why HTTPS matters for content marketers who care about organic traffic (which, let’s hope, is all of us). If you’re trying to create SEO-optimized content that gets viewed and gets results, not having HTTPS on your site can hamstring your efforts from the start.

HTTPS Is a Trust Signal

Let’s say, though, that your content is so useful and so compelling that it still gets a decent ranking, and someone actually clicks through. In the address bar right now, Google Chrome (the most popular browser, with over 60% of all browser traffic) will show a “not secure” warning before your URL:

Gray 'not secure' warning on Google Chrome

In future builds of Chrome, that warning will get more dire, with red text and a caution sign:

Red triangle showing a website is not secure

These warnings may eventually escape the address bar, becoming a popup window that warns people away from your site.

It’s easy to imagine the impact these warnings will have on people’s confidence in your site. When there are plenty of secure websites in the SERP, that warning is enough for your average consumer to hit the back button and find a site with the soothing green padlock.

How to Get HTTPS

In the past, managing even a simple site’s security certificates could be a hassle. But in addition to pushing HTTPS adoption through penalties, Google and many others are also investing in making the technology easier to get. Even if you don’t have a web development team, you can likely get HTTPS up and running with minimal hiccups.

First, check with your internet provider to see if they offer automated HTTPS—many will help you get set up and manage your certificates. For example, our client Pantheon offers free, automated HTTPS to all of its clients. [Ashley: This is true, and useful, but may be overly promotional. Your call.]

If your provider doesn’t offer HTTPS management, I recommend Let’s Encrypt. They’re an open-source, free and automated HTTPS provider (or Certificate Authority), funded by contributions from the major players in the tech industry. If you have a little tech savvy, it’s pretty simple to get set up.

Is It Secret? Is It Safe?

Adopting HTTPS is the right choice for you and everyone who visits your site. But it’s more than just the right thing to do. The decision to adopt HTTPS will make it easier for consumers to find your content, and will give people more confidence in your site’s bona fides. On the other hand, not having HTTPS will hurt both your ranking and your reputation.

Looking for more ways to boost your search engine ranking? Check out these quick SEO research tips.

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Digital Marketing News: Employee Advocacy, The Engagement Gap and Mobile Search Domination

The Power of Employee Social Advocacy [Infographic]
The topic of employee advocacy is in no way new to the digital marketing realm, but there’s still a somewhat vague understanding of how powerful it can be for your marketing efforts. This new infographic shows how that advocacy and help you reach new audiences and amplify your message. Social Media Today

The Engagement Gap: How B2B and B2C Firms Are Missing the Mark
A recent survey of 1100 marketers found that 86% claim to have a deep understanding of how their customers want to engage — meanwhile, their actual customers disagree. 65% of B2B and 47% of B2C consumers say that marketers do not, in fact, understand how they want to engage. And that’s just the beginning. MarketingProfs

Voice, AI, Mobile Dominate Search As IoT Hits $800B In 2017
A new survey shows that while IoT spending will total an estimated $1.4 trillion over the next four years, marketers in B2B and B2C aren’t preparing for mobile, voice search, AI or local search. 27% of marketers surveyed are still calling mobile “the next big thing.” MediaPost

LinkedIn Debuts ‘Native Video,’ Looks More Like Facebook
Over the next few weeks, LinkedIn will roll out their “native video” feature to individual users – giving them the option to share videos via LinkedIn’s mobile app. Also on the table, so to speak, are the ability for brands to sponsor videos, pre and mid-roll ads, and eventually even live video. AdAge

Video series on Facebook are already driving higher engagement, which is a good sign for Facebook Watch
Last week, we discussed the impending rollout of Facebook Watch. Now, some preliminary results of serial content are in, and the engagement is looking good. Mashable has reported two times the engagement on their serial content than from their one-off videos. What they’ve done with this information is compile their one-off videos into ‘playlists’ – content grouped by similar topic that users can self-navigate to increase engagement. Digiday

Millennials Have Little Brand Loyalty When It Comes to Apps, but Are Consuming Huge Amounts of Content
A new study from Nielsen shows how generations are using media and consuming content. One interesting find is that “podcasts are an opportunity for marketers to engage with millennials. Around 37 percent of millennials reported listening to podcasts at least once each week and 13 percent said they listen every day.” Adweek

Go beyond the click with the “Landing pages” page
Earlier this year, Google announced the “Landing Pages” page to help marketers and webmasters understand how landing pages are performing. Now, they’re rolling it out in the new AdWords experience. Google says: “On this new page, you’ll see which URLs in your account are mobile-friendly, which ones drive the most sales, and which ones may require your attention.” Inside AdWords

57% of Search Traffic is Now Mobile, According to Recent Study
A new report from BrightEdge shows that 57% of search traffic is now coming from mobile – smartphones and tablets. The study also found that keyword rankings varied – for a vast majority of keywords – by whether the searcher was using desktop or mobile. 79% of all keywords are ranking differently across mobile and desktop devices. Search Engine Journal

What were your top digital marketing news stories this week?

We will be back next week with more digital marketing news. If you have a craving for more news before then, check out @toprank on Twitter or subscribe to the TopRank Marketing blog!

The post Digital Marketing News: Employee Advocacy, The Engagement Gap and Mobile Search Domination appeared first on Online Marketing Blog – TopRank®.

Create Ranking Content by Conquering Competitive Keywords

Content marketing and SEO have become more challenging over the last couple years. But why? SEO has become more data driven to help search marketers prioritize what keywords they should be targeting and how to setup a proper strategy. Additionally, the increase in digital competition and investment from companies has had a significant impact.

To conquer any keyword you want to rank for, there are multiple steps that you should take as a marketer to see the best return on your investment. SEO still works and is not “dead.” Instead, SEO takes patience and dedication to see the results that you are expecting. There are no silver bullets for search engine optimization. With that being said, let’s go through the steps to rank for competitive keywords.

Keyword Competition Analysis

When selecting keywords, it’s important to look at both keyword search volume and competition. Keyword search volume is a metric to help marketers understand the demand. Finding keywords with a high amount of search volume is great, but more search volume generally brings more competition. It’s essential understand how competitive the keyword is before trying to target it on your page. Knowing the level of competition helps set expectations on how long and the effort it might take to rank for the keyword. Most keyword research tools have a keyword competition or difficulty metric to help search marketers find viable keywords. The goal is to find a keyword that has a decent amount of search volume and a lower competition level.

Competitive Landscape Analysis

After choosing the keywords that you want to target, you should do a more thorough competitive analysis to see what the currently ranking sites are doing. By analyzing what each competitor and ranking domain is doing already, you can find commonalities to use for your piece of content. Common elements to analyze when doing a competitor analysis are title tags, meta descriptions, H1 heading tags, common keywords used, page authority/external links pointing to the page, content length, pagespeed, and internal links pointing to the target page.

Running a competitive analysis on the search engine results pages (SERPs) for a keyword will allow you to understand what elements are important to rank your piece of content. The analysis also helps when you are setting expectations with key stakeholders about the timing on when the piece of content might start ranking/performing to expectations.

Create 10x Content

Content marketers know that creating 10x content is much more difficult than you might initially thing. I want to avoid saying go create great content, because most people don’t fully understand what great content is. Instead, focus on creating content that you are proud of and what you think your audience will enjoy. Each piece of content should serve a purpose to solve problems that your audience is experiencing.

10x content doesn’t only have to be blog or page content. Start thinking outside the box with videos, infographics, interactive eBooks, or podcasts that can also be optimized. By focusing on other types of content you can create more engaging content for your audience.

Once you publish your 10x content, make sure you slot time to come back and review how it is performing in search. Use a tool like Google Search Console to see what search queries the page is getting impressions for to either reoptimize or rewrite the content to get even more visibility.

Publishing Supporting Content

After creating your piece of 10x content, you will need to add relevant internal links to the page from historic content and new content that you publish. When creating supporting content, make sure you avoid cannibalizing your keyword targets to avoid a reduction in organic performance.

To build evergreen content, focus on creating a hub of content. To create a hub you should identify a pillar page that is the key focal point for the topic. Your pillar page should be the authoritative piece of content that consistently ranks for multiple keywords. The page is supported with other pieces of content that internally links back to the pillar page to get more internal authority.

Promotion and External Backlinks

SEO is not a promotion tactic. Publishing content and hoping that it ranks is not a viable strategy for marketing anymore. Instead, the content needs to have some level of promotion, which could include paid/social ads, social promotion, and getting external backlinks to the page. Each channel is an important part of gaining exposure for your piece of content. Generally, a small paid campaign can help you analyze how the content is performing with your selected audience sample. From the paid campaign, you can gain valuable insights into whether the piece of content is engaging to users.

Another important SEO aspect to focus on is receiving external backlinks to your content. External backlinks are still an important ranking factor for SEO and needs to be thought about when creating your strategy. A couple ways to get external backlinks is to leverage the Skyscraper Technique (coined by Brian Dean) and signing up HARO.  The Skyscraper Technique is when you create better content than your competitors and reach out to the sites linking to your competitor’s content to get backlinks to your piece of content. You can also sign up for HARO to help reporters answer questions related to your industry or piece of content.

Go Conquer Your Keywords

Even though content marketing and SEO have become more challenging, there is still a lot that can be done to garner great results. Instead of creating more content, focus on creating better content that you are proud of. Take the time to analyze the keyword competition and competitive landscape before drafting your content to set yourself up for success. Then create your 10x content and promote it to see the best organic results.

The good news is that TopRank Marketing is ready to help you if you are struggling with your SEO strategy and content planning.

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Principles and Books for Looking into the Digital Future from Lee Aase

When asked to share digital trends and predictions to kick-off the inaugural Minnesota PRSA Digital Skills Workshop, Lee Aase, Director, Mayo Clinic Social Media Network, took an alternative approach.

I’ll share the trends that I’ve observed, and the books that I have read or heard at least two times, but generally more. And link you to the Audible store, while the future I cannot foretell these principles will serve you well.

Digital media is changing fast, so Aase, a leader in utilizing social media, shared insights for getting your mind moving in new directions. Along the way, he shared some of his favorite audio books, and  joked if you subscribe to the one book per month plan on Audible, you will be set for the next year. (Note – one book is free.)

Principle 1: Extrapolation is the Best Starting Point for Prediction

We start our research by looking back at digital media. Aase reminisced about the big three TV networks and newspapers. Their monopoly over the news and advertising was staggering until Ted Turner came along and created CNN. Eventually, the internet meant new production and distribution was democratized.

These two revolutions have turned both news and advertising on their heads. Just look at the value of Facebook, which far outweighs the traditional media giants.

The books to consider to open your mind to digital opportunities include:

Principle 2: Improbable Events Will Have Outsized Influence in Your Life

Aasee told the story of how Mayo Clinic came out of an improbable event. A  tornado that destroyed much of Rochester, MN moved a group of nuns to ask the doctors Mayo to help with a hospital they wanted to build.

Now, the Mayo Clinic was rated the best hospital by U.S News and World Report.

Disruptive innovation comes in several forms. Consider the introductions of the iPod, Flip camera or IPhone. How did they change your world?

At TopRank Marketing, we know disruption can prove to have great value. Trying new disruptive techniques or tools challenges the team and often provides the client with new and better outcomes.

Books to consider:

Principle 3: Mindset Matters More Than Skill

As a digital marketer, it is important to remember these basic skill sets for presenting yourself well:

  • Speaking skills
  • Digital production skills
  • Writing skills

Writing represents you when you are not present, says Aase, so use an active voice and avoid cliches.

Key to remember — have the mindset that you can do new things.

Book to consider:

Principle 4: The Growth Mindset Creates Optionality

As a trailblazer in social media, Aase uses the mindset, “Proceed until apprehended!” He was one of the first to use platforms like Facebook and Twitter in a medical setting.

As an example, when Mayo Clinic doctors separated conjoined twins Aase applied the the principles from David Allen’s book, Getting Things Done, the art of stress-free productivity:

  • Collect. Process. Review. Do.
  • The Creative Catalyst of inbox Zero
  • The Two-Minute Rule
  • “Is this actionable?”
  • Do-Delegate-Defer-Delete
  • What’s the next action?

This stressful event led to  new options with additional press and his first Tweetcamp.  

More books to consider:

Principle 5: Think Analogically

Social media is now part of the DNA of Mayo Clinic. Aase’s team provides guidelines, best practices, training and consulting to their healthcare professionals. As the head of the Mayo Clinic Social Media Network (#MCSMN) he uses social media to lead a revolution in healthcare.

Principle 6: Develop a “Barbell” risk profile

At the heart of any success is almost always a willingness to take risks.

Books to consider:

Principle 7: Pursue Personal Growth

Take care of yourself, personally, suggests Aase. He advised subscribing to The Tim Farriss Show podcast, and reading (listening to) these books:

What marketing digital disruption will you predict? Or lead?

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How to Get Started with Video Content Marketing (Without a Blockbuster Budget)

Back in my day, all online content was text-based. If you had two animated .GIFs on a website, you had to wait 30 seconds for the site to load. Four .jpgs on a site would crash your browser. We were grateful when posts were just words! We didn’t whine about “visual stimulation” or “content variety” back then, let me tell you.

Of course, we also dressed like this:

So maybe we didn’t get everything right. For better or for worse, the early days of the Internet are long gone, and modern consumers want video content. Over half of all people online watch videos daily. And they’re not just watching cat videos and Jimmy Fallon clips: 59% of executives say if text and video are available on the same topic, they prefer the video. And 54% of senior executives share work-related videos with colleagues weekly.

It’s extremely likely that your target audience wants video content. Brands that create useful, engaging video will quickly surpass their competitors who don’t. So whether your brand sells baby strollers or enterprise-level cloud-based SaaS solutions, it makes sense to get into video.

Granted, video can be complicated and expensive. You could spend thousands of dollars on equipment, hire someone to shoot and edit the final product, or turn your conference room into a fully-functioning television studio. But there’s no need to go that far to see if video fits your content strategy.

Here are four cheap ways to get started with video content marketing. But first:

Make Video Part of Your Content Marketing Strategy

Don’t practice random acts of video. As with all your content, your video should fit within your content marketing strategy. That means each video should have a clear objective in mind, a plan for amplification, and a way to measure success. Keep the basic questions of any content creation in mind:

  • Who is this for?
  • Why should they watch it (what’s in it for them)?
  • How will they find it?
  • What do I want them to do after they watch it?

Make sure you answer all four questions before you start planning your video content. Once you have your strategy nailed down, you can use these techniques to start creating video without busting your budget.

Slideshow Videos

The easiest way to create video content requires no camera setup, no acting talent, and minimal upfront investment. Slideshow videos combine still images with transition effects and overlaid text. They’re simple to make, but surprisingly versatile and compelling. The simplest way to start is with Facebook’s slideshow creator – it’s a good way to experiment with the form and also create some compelling Facebook ads.

Once you know the basics, there are plenty of inexpensive tools that can create some surprisingly versatile videos. Options like Moovly and Animoto offer everything from stock images to licensed background music for a nominal monthly fee. Here’s a sample of how an infographic can become a compelling animated slideshow with Animoto:

Live Streaming Video

Once you’re ready to get more dynamic with your video content, you can dip a toe into streaming video live. The barriers to entry are lower for live video versus pre-recorded video; people expect streams to be informal, low-fi, and off-the-cuff.

All you need for live streaming is a smartphone and a good internet connection. And, of course, a compelling idea for what you’re going to stream. Here are a few types of content that are well-suited for the platform:

  • Behind-the-scenes tours of your facility
  • Product demonstrations
  • Live interviews at events
  • Q&A sessions where you take questions from the audience

Just remember to announce your live streams in advance, so you have time to build an audience. And it’s a good idea to have a partner working behind the scenes to stay on top of comments and monitor audience response.

If you use Facebook to stream, you will get a saved version of the video that you can further promote to those who missed it live.


The next level of video creation is to create polished, edited video, which may or may not be scripted. A “vlog” is the most informal example of this type of content. Vlogs usually consist of one or two people addressing a single camera, with some editing and effects added in after the fact. Think of a vlog as a video blog post, content that might cover the same topics as your written content, but in a more visually compelling way.

You can create a vlog with nothing but a smartphone camera or laptop webcam. But it’s worth investing a little in lighting, camera, and microphone setup for a more professional-looking end product. For example, here is one of the first vlogs that we did for TopRank Marketing, using a webcam and natural lighting:

And here’s a more recent one, using a tripod-mounted camera, a few lights, and lapel microphones:

There’s a marked difference in the quality of the video, with a minimal investment in equipment.

 Demo/Explainer Videos

This type of video can be made with the same setup you might use for a vlog – a decent quality camera and a few lights are all you need. But instead of focusing on people reading content, a demo or explainer video focuses on demonstrating a process or giving a how-to. If your product offering lends itself to demonstration, it’s easy to create compelling video that gets watched.

For example, here’s a video made with practically no budget and a smidge of post-production that currently has nearly 40 million views on YouTube:

Tasty’s YouTube channel has great examples of this type of video, too. They use time-lapse and clever editing for lightning-fast recipe videos, and have earned over 3 million subscribers:

Less demonstration-friendly solutions (like, say, cloud-based SaaS) can still use a similar format, with an explanation instead of a demo.  Just make sure your video has these basic fundamentals:

  • Make it brief (less than five minutes)
  • Keep it practical and useful
  • Make sure it’s comprehensible without sound (85% of Facebook video is watched on mute)

Lights (optional), Camera (optional), Action (required)!

Video is rapidly eating the internet. As mobile connections get faster and data caps phase out, it will only get more popular. Your target audience is likely already looking for video content about your industry.

You don’t need a substantial investment to try video. Start slow, with slideshows that don’t require any special skills or equipment. Test out live video for a low-stakes next step. Once you have honed your skills and are ready to make minor investments, you can move on to scripted, edited content like vlogs and demo videos.

Learn more about creating compelling video content in our interview with Cisco Creative Director of Marketing Tim Washer.

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6 Quick & Dirty SEO Research Tips for B2B Content Planning

When it comes to crafting compelling content that informs, engages and inspires action, seasoned B2B digital and content marketers know our content needs to captivate both humans and search engines to be effective. After all, 81% of B2B decision makers conduct research before reaching out to a vendor, so we know our content needs to meet them whenever and wherever they’re searching.

As a result, striking that “perfect balance” between SEO and user experience is a must—and that perfect balance is rooted in the content planning stage.

“SEO needs to be baked into the process early so that the optimization is as natural as possible,” Kevin Cotch, TopRank Marketing SEO analyst, says. “It can’t be treated as an afterthought. It’s not only more efficient to do your research up front, but it also enhances the content by helping you touch on the specific phrases your audience is using to search to solve their pain points or answer their questions.”

But there’s a little hitch—SEO research can be overwhelming for content creators. We’re often strapped for time and it’s easy to fall down a less-than-productive SEO rabbit hole. In addition, some of us may feel we don’t have the needed expertise or tools.

The good news is that you don’t need to fanciest tools or a dedicated background in SEO to craft great SEO-driven content. Below are a handful of helpful research tactics you can use to make the most of your time and create a content plan that’s flush with solid topics.

#1 – Perform incognito searches for your most important keywords.

Your team has likely developed a list of core keywords and topics that are incredibly important to your brand from a service and search standpoint. And you’ve likely begun to create content around those key topical areas and you’re seeing some movement in the SERPs. Naturally, your ultimate goal is to get your content to the top of Page 1 search results. But have you taken the time to dig in and draw insights from the content you’re hoping to dethrone?

Incognito searches using your priority keywords can help you uncover some of those important insights. An incognito search prevents your browser history or cache from impacting the results, allowing for a more accurate picture of search results. As my colleague Jesse Pickrain so eloquently said in one of my recent posts on finding B2B content marketing inspiration: “There’s gold in them thar SERPs.”

Once you’re served up with some results, spend about 10 to 15 minutes reviewing the content in the top three to five spots. Your goal should be to learn how the content is structured, identify the perceived value it provides your audience, the main pain points it addresses, and ultimately if you have the ability to create something better than what’s ranking at the top. In addition, take a peek at the “related searches” area so you can see other queries that match the search intent of your original search for more clarity and direction for planning your content.

Let’s take the keyword topic “content marketing planning” as an example. At first glance, I see the top results all offer frameworks or tactical guides.

Content Marketing Planning Search in Incognito Window

As I dig in, I can see that four of the top five are all in-depth, long-form pieces, and the content is organized using a range of heading tags and bulleted sections to make it easy to scan. But I also notice that “content marketing planning” isn’t an exact keyword match, rather “content marketing strategy” is present in nearly all of the pieces.

In addition, I can see that the related searches have several variations of “content marketing strategy.” After clicking around in those results, I can see that a lot of the same content is coming up in the top five, but there’s a broader mix as the queries get more specific.

Searches Related to Content Marketing Planning

Roughly 10 minutes later, I’ve pulled some very valuable insights:

  • Long-form content wins for this topic and search intent, and people are looking for detailed plans, examples and templates to make their lives easier.
  • More people are searching for strategy-related keywords, which tells me that “content marketing strategy” may be more relevant or have higher volume, but it’s likely a more competitive keyword term.
  • It’s going to be difficult to crack the top spots for short-tail keywords, but longer-tail or more specific, related search queries definitely have some opportunity.

Based on these insights, as well as my knowledge of existing content, I can start to flush out some relevant concepts that are on-topic and SEO-infused, and guided by the top-performing content that’s already out there. My goal now is to craft a concept that will provide a better answer than what currently exists.

#2 – Consult Google AdWords’ Keyword Planner tool for low-hanging opportunities or additional insight.

The Keyword Planner tool within Google AdWords is often a go-to research tool for SEO and developing paid search campaigns, providing cost-per-click data and average search volume estimates to help you judge competitiveness and relevancy.

When it comes to content planning, this data along with keyword topic and query suggestions, can help you identify low-hanging opportunities or further refine the other research you’ve already done.

Building off my previous example of “content marketing planning,” I know that my incognito search revealed that “content marketing strategy” was a heavily-related keyword from a search intent standpoint. I can now use the keyword planner to dive deeper into the competitiveness surrounding both variations, as well as related keywords, to further refine my concepts.

Keyword Planner Tool Example

#3- Review Google Search Console to see what keywords your existing content is already ranking for.

In my opinion, Google Search Console, formerly Google Webmaster Tools, is one of the most helpful SEO and content planning tools out there. From a technical standpoint, Google Search Console enables you to monitor and maintain your entire website’s presence in Google search results. But from a content planning perspective, Google Search Console allows you to see which queries actually caused your site’s content to appear in search results.

The best part? You can filter by page, allowing you to see how a specific piece of content is drawing visibility. This means you can not only find opportunities to optimize existing content with other related keywords it’s coming up for, but also identify gaps and related topics that can spawn additional content.

#4 – Look to evergreen content for inspiration.

Chances are you have some really solid, evergreen pieces of content that are driving in huge amounts traffic. Why? Because that content is doing a great job at providing the answers searchers seek—and you can build off that.

Use the Google Search Console tip to understand which queries are getting eyeballs on that content, and be on the lookout for:

  • Contextual nuances. Does it appear that your content isn’t the best answer for certain queries? If so, this is a golden opportunity to create new content that can better answer that query.
  • Content branches. You may find that some of the queries your content is coming up for centers on a specific section of your content. If so, that may be an opportunity to drill-in deeper on that specific topic.
  • Follow up questions. When you’re able to see the wide range of queries your existing content is coming up for, you can get a bigger picture of what questions your audience may ask next. If you identify next questions, you can create best-answer content and add add a call to action to that evergreen piece so readers can continue their journey.

#5 – Leverage free tools and Q&A platforms to uncover burning questions.

At TopRank Marketing, we believe that striving to be the best answer wherever and whenever your audience is searching is the key to creating content that resonates. Luckily, there are a number of free platforms and tools such as QuoraAnswer the PublicUbersuggest, and Keyword that can provide quick answers and long-tail search opportunities.

Once you’ve discovered some of those burning questions, you can use the incognito search tip to understand what content already exists out there for that question, and determine how you can answer the question better and provide more value to searchers.

#6 – Use social media to get keywords and content topics directly from your audience.

Social media is all about giving people a place to share their thoughts and experiences with one another. So why not take advantage of your community’s willingness to share by asking engaging and thoughtful questions to tap into their insights?

A great example of this in action are Twitter polls, which allow people to weigh in on a specific topics as well as continue the conversation through the reply function. And, while they’re not exactly scientific, polls and social discussions can actually be a chunk of your content as you can feature the responses you get in the content to add more authenticity and perspective.

Don’t Fail to Plan

As the old adage goes: If you fail to plan, you plan to fail. And when it comes to crafting effective content, SEO needs to be part of the content marketing planning process if you want to drive results. Use these tips to help make it an easy and efficient part of the process.

What are some interesting ways you conduct SEO research for your B2B brand? Tell us in the comments section.

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Digital Summit Minneapolis: A Look Back at What We Learned

Parting [ways after an amazing conference] is such sweet sorrow.

Your energy is high, your brain is full and you feel the love of other like-minded marketers. Sometimes however, it’s hard to keep that drive alive once the closing keynote has commenced and you resume your normal routine.

But what if instead of going about business as usual, you keep the momentum going?

Our team was very fortunate to participate in an event this week in our own backyard, the 2017 Digital Summit in Minneapolis. In addition to speaking, we had a large group of team members attend to gain new knowledge, created live blog coverage of the event, and hosted an attendee happy hour and dinner.

If you need a refresher to keep your marketing wheels turning or were not able to attend and would like some marketing insights, let the content below be your guide.

Top Digital Summit Takeaways

If you’re looking for snackable nuggets of information, where better to go than Twitter! Below are some of the top conference takeaways from our very own TopRank Marketing team members.










Interactive Infographic: 15 Quotes to SuperCharge Your Digital Marketing

To help you supercharge your marketing success, we reached out to some of the most trusted voices in the digital marketing world speaking at the upcoming Digital Marketing Summit Minneapolis conference for their quotable advice. Marketers from companies like 3M, Thomson Reuters, IBM, The Economist Group, BMC Software, Pandora, Salesforce, Adestra, Schwinn Bicycles, SEMRush and our own agency, TopRank Marketing have joined experts including Seth Godin and Ann Handley to share their pithy tips on a variety of digital marketing topics.

Check out the interactive infographic here.

Supercharge Digital Marketing Infographic

TopRank Marketing Conference Coverage

Lee Odden Shares Ways to Supercharge Your Content with Influencer Marketing

Many marketers are searching for ways to supercharge their marketing but aren’t quite sure how to get started. Incorporating influencers into your marketing strategy can add credibility and authority, read this post to find out how!


Learn how to Become a Better Storyteller with Insights from GoDaddy’s Shawn Pfunder

Stories affect actions. But how can your harness the power of storytelling to engage your audience? In his session, Shawn provided three story templates to live by.


Elevate Your Marketing Career with One Simple Word: Strategy

What does marketing strategy really mean? According to McLean Donnelly, it’s choosing what not to do. Find out how to use math, execute on a strategy and empower your team in this post.


Using Audio to Engage in a Connected World

The future is here! Now is the time to start consider not only the second or third screen, but the screenless marketing opportunities that exist today. Learn how to adapt and thrive in a connected world.


Taming the Wild Wild West of Social Media Digital Reputation

Social media is inevitably part of every business today. But many organizations are struggling to create governance and guidelines around how it should be used for business. If you need help taming your team, this post is a must-read.


5 Ingredients to Master the Perfect Content Marketing Recipe

Today’s consumers are overwhelmed and tired of the same run-of-the-mill content being produced by every marketer out there. Now is the time to begin focusing on content impact by serving your customers delicious content they are sure to devour.

TopRank Marketing Events

We were lucky enough to host not one, but two events during Digital Summit Minneapolis. On behalf of myself and my team, I would like to thank everyone that joined us for either happy hour or dinner to connect, network and gain knowledge from other like-minded marketers.

What’s Next?

Thank you to everyone that attended Digital Summit Minneapolis and helped make it awesome! If you’re interested in engaging with the TopRank Marketing team more, here are three ways to do so: 


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