Digital Marketing News: Facebook’s Subscription Groups & Brand Collabs Manager, New URL Tools at Google, & Employee Advocacy Study

Facebook Brand Collabs Manager, Image by Facebook

Facebook tests ‘subscription Groups’ that charge for exclusive content
Facebook has begun testing subscription-based Groups among a select array of users, which now allow Group managers to charge monthly for exclusive content, and which will open up new possibilities to digital marketers when rolled out to all users. TechCrunch

Google Search Console URL Inspector Tool Is Still Rolling Out
Google has added several features to its beta Search Console that offer greater insight into indexed URLs, including new more detailed crawl, index, and page-serving information, the Internet giant announced this week. SEO Roundtable

Report: Employee advocacy trumps influencer marketing
Employee advocacy has gotten recommendations that are seen as more trustworthy than those of traditional influencers, while the accurate measurement of return-on-investment (ROI) remains a top challenge for social media marketers, according to interesting recent Sprout Social report data. PR Daily

Advertisers will soon have AdWords tools to test & measure creative elements of YouTube video ads
YouTube advertisers will gain a slew of new testing and measurement utilities in Google AdWords (now known simply as Google Ads), when Google rolls out its Video Experiments, Video Creative Analytics, YouTube Director Mix, and Video Ad Sequencing tools, all currently in beta testing but now being made available to an expanded group of digital marketers. Marketing Land

Influencer Marketing Is Going Mainstream With Facebook’s Upcoming Tool, Brand Collabs Manager
With Facebook Brand Collabs Manager, the social media juggernaut has gone all-in with the increasingly important influencer marketing aspect of digital advertising, providing a slate of tools to easily match audience demographics with suitable influencers. AdWeek

Report: Marketing leaders aren’t keeping up with the speed of data
Leveraging customer data and employee empowerment are sizable challenges among marketing leaders, according to new survey data from Forbes Insights and Treasure Data, with just one in four companies reporting that they can adequately leverage their available data. MarTech Today

June 29, 2018 Sprout Social Statistic Image

Facebook opens up Watch to creators & adds video features to take on YouTube
With new additions to Facebook Watch, the world’s biggest social media service goes head-to-head with YouTube, expanding video options to include Facebook Pages, and the ability to monetize videos with an updated Ad Breaks component. Marketing Land

Performance Card In Google My Business
Google has given companies with a My Business account new ways to measure engagement and reach, with its recently-released Performance Cards for Google Maps feature — a move that offers digital marketers expanded analytics capabilities. Search Engine Roundtable

Facebook now running autoplay video ads in Messenger
Facebook has added auto-play inbox video ads to Messenger, which can be hidden but not entirely turned off, offering digital marketers a greater reach potential, the company announced recently. AdAge

Snapchat experiments with sharing ad revenue with creators
Snapchat’s new ad revenue-sharing program has given Snap digital creators a potential monetary boost similar to the benefits offered by YouTube, the platform announced recently. DigiDay

ON THE LIGHTER SIDE:

Marketoonist Social Media Policy Cartoon

A lighthearted look at social media policy, by Marketoonist Tom Fishburne — Marketoonist

NES Classic Edition makes its long-awaited return to retail on June 29 — Venture Beat

Google Earth’s new measuring tool is a fun toy for geography nerds — The Next Web

U.S. reclaims top spot for world’s fastest supercomputer — Venture Beat

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lee Odden — How can you leverage data to transform social strategy? TopRank CEO Lee Odden spoke with Rival IQ’s Seth Bridges on The Data-Driven Marketer — Rival IQ
  • Lee Odden — Are your influencers buying their followers? — Onalytica (client)
  • Lee Odden — Influencers and Media Partners: How to amplify the reach of content — SEMrush
  • Lee Odden — 18 Expert Tips for Running Your First Influencer Marketing Campaign — Databox
  • Lee Odden — Internet Marketing Influencers with the Widest Social Reach [INFOGRAPHIC] — TechWyse

What are your most important content marketing news stories this week?

Thanks for joining us, and please return next week for another array of the latest digital marketing news, and in the meantime you can follow us at @toprank on Twitter for even more timely daily news. Also, don’t miss the full video summary on our TopRank Marketing TV YouTube Channel.


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CMWorld Interview: Path to 1M Monthly Readers Has No Shortcuts, Says J.P. Medved

In her introduction to The Ultimate Guide to Conquering Content Marketing, Content Marketing Institute’s Cathy McPhillips draws several commonalities between content marketing and video games: the interactivity, the trial-and-error learnings, the camradery.

But, while many marketers have their own personal “cheat codes” that help them gain an edge, there are no true hacks in content. Certain video games allow you to tap in a series of commands and gain invincibility, or jump ahead to the next level. Content marketers, however, cannot magically produce an audience or monetization out of thin air.

As the Content Director for Capterra, and also an avowed lover of gaming, J.P. Medved understands this reality. His company’s industry-specific blogs have grown to 1 million monthly readers, and it wasn’t because of any secret elixir.

Instead, Capterra’s success owes to a proven, adoptable strategy tethered to the fundamentals of organization, goals, promotion, and experimentation. Medved will explain this formula in-depth during his Content Marketing World session, Better Than Hacks and Schemes: A Proven Approach to Building Your Audience, and was also kind enough to share some insights with us ahead of the September event.    

Medved has a reputation for being sharply honest and entertaining, and those traits definitely came through during our interview with him. Keep reading to find his thoughts on silent content, scalability, documenting strategies, and content marketing lessons learned from his experience writing fiction.

 

What does your role as Content Marketing Director at Capterra entail? What are your main areas of focus and key priorities?

My day-to-day as a Content Director involves a lot of email and meetings, at this point. We’ve grown to a team of nine writers, six of whom I manage directly, so a lot of my time is devoted to supporting them. I join monthly topic planning meetings with all of them, as well as frequent check-ins with the editors and the marketing folks that support the content we produce. I also now spend a fair amount of time in our analytics and various content management systems just checking in and tracking things.

As we’ve grown—and I suspect this is common in most roles—I’ve transitioned away from being a content producer, to being a content manager. I no longer write content myself, and we centralized editing early last year so I no longer edit individual pieces either. Instead I spend more time coordinating long-term content plans and calendars with other teams in the business, managing content experiments or helping new projects get off the ground, and working with the folks on my team to help advance their career goals.

 

Why should content marketers beware of “hacks” and shortcuts when it comes to growing their audience and impact?

The content marketing world, and the digital marketing space more generally, loves the idea of the Cinderella story. That blog that hits everything just right and experiences exponential, “hockey stick” growth and also there’s a royal wedding involved somehow. But our experience, and that of the vast majority of successful content marketing operations I’m aware of, is actually a lot more boring.

Jimmy Daley of the great animalz.co blog calls it “silent content;” that company that has just been plugging away and producing and refining great content for years, and grown a consistent, large audience and strong search position.  

With Capterra’s content, we’ve grown to a million readers a month, writing in an ostensibly boring, B2B software space, and we never had a breakout “viral” hit, or flashy media coverage, or exponential traffic growth (it’s all been linear). We’ve just been working away at it since 2013, publishing consistently and getting a little bit better each month.

I think if you waste all your time and energy chasing new “hacks” and shortcuts sold to you by whatever case study is making the rounds on YouMoz that week, you never get really good at the fundamentals of content marketing; the block-and-tackle of creating and promoting really great, helpful—if unassuming—content. As a result your growth, though it may experience the occasional spike, will actually slow and it’ll take you more time to build a sustainable traffic base in the long-run.


If you waste all your time and energy chasing new “hacks” & shortcuts, you never get really good at the fundamentals of content marketing. @rizzleJPizzle #CMWorld
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What are the most pivotal roles in developing an effective and scalable content strategy?

Scalability is still something we struggle with, having grown the team 6X in the last four years. The biggest lesson I’ve learned is actually to bring on/promote other managers earlier than you think you need it. Assuming an average writer production schedule of two, 1,500 word articles a week, a full-time manager can effectively manage and edit 3-4 writers. If they’re not editing (you bring in a centralized editing team, or use a round-robin method, or delegate to senior writers), that number goes up to 6-7.  

But you should have someone in place to help you well before you hit that number, not only to give them time to ramp-up and learn management skills, but also to allow you to plan effectively for new hires and content coverage growth.


The biggest lesson content I’ve learned is actually to bring on/promote other managers earlier than you think you need it. @rizzleJPizzle #CMWorld
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Why is experimentation so critical in the content creation process?

Most of our content fails. Like, over 90% of it. And that’s not at all uncommon in the content marketing world. If everyone knew the exact ingredients to a “viral” content piece, that’s all anyone would produce. But we don’t know. Pieces I think will do really well, more-often-than-not sink without a trace, and pieces that seem like throwaways can take off because they’ve tapped into some pent-up need in the marketplace of ideas.

So we try to test a lot. 50% or more of our content is trying out new topics or channels or formats, and the other 50% is either updating successful past content, or scaling up a content type that our previous testing has discovered works.

I differ here from the current received-wisdom in the content marketing industry. Right now it’s hip to say content marketers need to produce fewer pieces of longer, higher quality content. But I actually argue you should produce a higher volume of content (at least early on) to discover what “hits” with your particular audience, so you can scale that later.

Brian Dean of Backlinko is often the poster-child of the “publish less, publish higher-quality” model, and I love his content and he’s obviously been very successful. But might he have been more successful publishing weekly instead of monthly? Could he have sacrificed a little bit of length to experiment with a broader range of topic ideas earlier on before scaling the ones that worked? I think it’s possible.


You should produce a higher volume of content (at least early on) to discover what “hits” with your particular audience, so you can scale that later. @rizzleJPizzle #CMWorld
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What are the most common mistakes you see individuals and companies make when developing and launching a blog?

The biggest one is not taking content marketing seriously. That manifests itself in two major tactical mistakes: not hiring someone to do content full-time, and trying to squeeze direct revenue out of content in the first year.

If no one’s doing content full-time, then content just becomes a side project for someone at your company who may-or-may-not get to it once they finish their “real work” for the day. We tried this model for years and never got any traction with our content until someone owned it full-time and could devote themselves to thinking about it strategically and producing content consistently.

And you should not try to monetize your content in the first year. It will distort your writing, even if you think you can guard against it, and result in lower-quality, less helpful, more salesy content. Focus on creating content that is genuinely helpful for your audience first, and you will build reader trust for any kind of monetization scheme you want to implement later down the road.


If no one’s doing content full-time, then content just becomes a side project for someone at your company who may-or-may-not get to it once they finish their real work for the day. @rizzleJPizzle #CMWorld
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Why is it important for businesses to have a documented content strategy, as opposed to an intangible framework?

I think people get intimidated when you say, “You need to have a documented content strategy” because they envision this 30-page document written in corporate buzzwords that will take a month to create. But we literally started with nothing more than a two-page Word doc with some bullet points listing our short and long-term goals/metrics, the type of content we wanted to create, and who was responsible for what aspects.

The benefits to us of even something that basic have been huge. Actually writing it down forced us to think through the specifics and showed us where the gaps in our plan were, having agreed-upon goals and timelines upfront made for easier team and executive buy-in, and it gave us something to refer back to when we had questions about whether a new content idea fit our overall goals.

 

What have you learned in your ‘side hustle’ as a fiction novelist that applies to your day job as a content marketer?

For writing fiction I spent a lot of time studying story structure, and plot architecture, and all the elements that make a story really “flow” and feel effortless to people reading it. What struck me is how many of the same principles apply to a content piece.

You want to start off with a strong “hook” that introduces an element of mystery and makes the reader want to know more, your “climax” needs to deliver a memorable experience or information, and the dénouement has to be satisfying. A novel that doesn’t tie up loose ends in the last few chapters is as unsatisfying as a blog post that doesn’t include a concrete next step or call to action in the last few paragraphs.

 

Which speaker presentations are you looking forward to most at Content Marketing World 2018?

I love video games, so I’m excited to hear Jane Weedon of Twitch give her talk. I’ve also always been fascinated by the science behind online behavior, so Brian Massey’s talk on Behavioral Science for Content Marketers is high on my list as well.

Find Your Path to Content Marketing Greatness

Consistency, experimentation, and getting better each month: They might not be the stuff of Cinderella stories, but in the real world these techniques work and Medved’s team serves as living proof.

He is one of many CMWorld speakers who contributed to The Ultimate Guide to Conquering Content Marketing, so as we look forward to seeing them on stage in Cleveland, make sure to soak in all their awesome advice by clicking through the slides below:


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CMWorld Interview: Path to 1M Monthly Readers Has No Shortcuts, Says J.P. Medved | http://www.toprankblog.com

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5 Powerful Types (And Examples) of Link-Worthy Content

How to Create Link-Worthy Content

How to Create Link-Worthy Content

Since the inception of the search engine, marketers have spent an obscene amount of time optimizing their content and strategy for search. And while the old days of keyword stuffing and other black-hat SEO tactics are behind (most marketers), there’s two constants that remain the same for driving organic search results: The importance of good content and getting credible links to that good content.

In fact, Google’s former Search Quality Senior Strategist and current Partner Development Manager, Andre Lippattsev, made it official in a recent interview stating that content and backlinks were the top two ranking factors in Google’s elusive algorithm.

As a result, there’s little doubt that we marketers must create something irresistible for searchers and search engines if we want to score good results.

via GIPHY

To help you create link-worthy content that has the potential to generate credible referrals and backlinks, and give organic visibility a boost, here are five types of content worthy of consideration.

#1 – Original Research

Marketers are always looking for credible facts, statistics, and insights to not only understand more about their industry and keep up on trends, but also bolster their own content. As a result, original research can be an incredibly powerful and link-attracting piece of content.

For example, the Content Marketing Institute’s State of B2B Content Marketing Annual Report is a something we often reference and link to in our own blog posts.

CMI's 2018 B2B Content Marketing Report

With statistics that highlight common content marketing trends, patterns, and pain points for B2B marketers, their report helps us learn more about our industry, but also reinforce our some of our own marketing philosophies and present the facts. As a result, CMI’s 2018 report has over 2,000 inbound links.

018 B2B Content Marketing Report Inbound Link Results

Source: Moz Link Explorer

Conducting your own industry research, however, is a time- and resource-intensive task. We know this first-hand from our own experience working with DivvyHQ to create our 2018 Content Planning Survey.

To make sure that you’re putting together accurate, quality research, there are some guidelines you’ll want to follow. For instance, you’ll want to get a large enough sample size for your survey or study to ensure that your findings represent your industry accurately—you don’t want to collect only a few responses from people you know.

In addition, avoid open-ended questions when conducting research as you’ll want to make sure that your findings are quantitative. And as with any content you create, make sure you have a robust amplification plan in place to drive awareness.

In the end, if you’re able to put together fresh, useful research, your audience will find value and insight, and sources who cite your research will be compelled to link to your report, increasing your number of inbound links and (hopefully) rankings.

#2 – Infographics

Original research isn’t the only thing readers and sources rely on to find new, relevant insights that help them tell their stories. As a visual, engaging way to digest a lot of information at once, infographics are another type of linkable asset that resonates with readers and sources alike.

Loaded with quotes, graphics, statistics, and more, infographics house plenty of information without overwhelming your audience. Packed with helpful insights, it’s no wonder that other sites will link to a beautiful infographic over a text-heavy white paper.

For example, GetVoIP, a cloud communications advisory, created an infographic on “How To Get More Energy At Work.” The infographic resulted in 66 inbound links and was also picked up by Entrepreneur.com.

GetVoIP Infographic

If you’ve already done some original research as suggested above, creating an infographic is a great way to promote or get some additional life out of your research report. However, infographics can also be curated from credible sources representing statistics, quotes, and data in new, visual ways.

To create infographics that readers and sources alike will appreciate, look at your existing content for repurposing opportunities. For example, you could take one of your top-performing, stat-packed blog posts and turn it into an infographic for an easy win. Or, find credible sources with data points that support the tips or takeaways you want to share and turn them into fun graphics. And of course, make sure the data and facts included are highly relevant to your target audience, and you have an amplification plan in place.

#3 – Online Tools & Resources

The two previous types of link-worthy content focus heavily on earning links through data. However, data isn’t the only link-worthy type of content. Inbound links are also earned by providing helpful tools and resources to your readers. The more “bookmark-able” resources you can produce, the more links you have the opportunity to capture.

What kind of tools or resources are we talking about?

Check out HubSpot’s Blog Ideas Generator as an example below. While there isn’t a lot of visible content on the page, there is a lot of value in the tool itself as it can help solve a big pain point among their target audience: writer’s block.

HubSpot Ideas Generator Tool

And the results of providing something so useful are substantial with the tool generating over 12,000 inbound links and 200 ranking keywords.

Linking Results from HubSpot's Blog Idea Generator Tool

Source: Moz Link Explorer

Besides an idea generator, you could also create a calculator, calendar, or even just a listicle of helpful tools and resources. As an example, our own blog post featuring over 100 Search Engine Marketing Resources is one of our most linked-to pages with 3,114 inbound links.

#4 – Rankings

Rankings are also helpful, link-worthy types of content. People want to know who the best people are to follow on LinkedIn, what tools are best for employee advocacy, or what the top tactics are for generating leads. And creating a ranking is one of the ways you can offer those recommendations.

Content that shares valuable, must-know information is what earns the most links, and rankings definitely tick that box. Plus, the individuals or brands featured on your list are also likely to share and link to your ranking in order to promote their accomplishment. In fact, Great Place to Work published their annual list of the Fortune 100 Best Companies to Work For and received over 350 inbound links in just under six months.

Fortune 100 Best Companies to Work For 2018

When creating your own rankings, make sure you have a set process or methodology. There needs to be a clear rationale behind your choices. This shows your readers and potential link sources how you reached your ranking decisions, adding to the credibility of your list. And again, make sure you have an amplification plan in place before launch.

#5 – Guides & Tutorials

Another type of resource that gets a lot of attention from other sources on the web are guides and tutorials. As the “one-stop shop” for everything you need to know on a given subject or task, guides and tutorials are helpful links for others to add to their content. For example, Blockgeeks, a blockchain training and education platform, created an in-depth guide on Bitcoin containing over 2,800 words.

Bitcoin Tutorial Example

The power page has resulted in over 800 inbound links and 180 ranking keywords for Blockgeeks.

Linking Results From the What Is Bitcoin Guide

Source: Moz Link Explorer

To build those in-depth content opportunities, use tools like SEMrush.com to identify relevant variations of a keyword you would like to target. For example, if you want to cover the topic “document management,” the Keyword Magic Tool will give you a list of all of the related long-tail and question keyword variations to tackle in your guide like “document management software,” “what is document management,” “how does document management work,” and “why document management is important.”

Those keyword variations should then serve as the outline for your guide, ensuring that you cover all of the relevant questions and topics your audience and sources might like to learn about. And while it’s already been said in this piece, I’ll say it again: make sure you have an amplification plan beyond SEO to drive awareness, engagement, and clicks.

Give Them Something to “Link About”

Searchers and search engines are on the hunt for quality, insightful content to answer questions, bolster their research, and share with their audiences. By strategically creating guides, resources, research reports, or infographics, you can serve up useful, insightful, and link-worthy content that leaves them thinking:

via GIPHY

Just remember to keep quality and usefulness top of mind when creating your content. As our own CEO, Lee Odden, says:

No matter how many tactics you find here and elsewhere, there simply is no substitute for creating content that others may find useful.

[bctt tweet=”No matter how many tactics you find here and elsewhere, there simply is no substitute for creating content that others may find useful. – @leeodden” username=”toprank”]

Earning backlinks is one of the most important factors when it comes to improving your organic search rankings. Have a highly competitive word you want to rank for? Check out our guide on how to rank for competitive keywords.

The post 5 Powerful Types (And Examples) of Link-Worthy Content appeared first on Online Marketing Blog – TopRank®.

Digital Marketing News: Instagram Adds Hour-Long Videos With IGTV, Weeding Out Influencers Who Buy Followers, & Mobile’s Vast Growth

Instagram IGTV Announcement
With IGTV, Instagram Takes Aim at YouTube
Instagram has added the ability to upload videos up to an hour long, with the launch of its new IGTV feature, offering digital marketers a much bigger video canvas. Instagram also announced that it has broken through the one billion user barrier. Wired
Unilever stops working with digital media influencers who buy followers
Unilever has ceased working with social media influencers who buy followers, a first-of-its-kind effort to increase influencer transparency, the mega-brand recently announced. Marketing Land

Marketing-driven revenue from mobile apps has grown 80% since 2016
Marketers focusing on mobile may be on the right track, as mobile apps have driven a vast 80 percent marketing revenue expansion since 2016, according to voluminous new report data from Facebook and marketing analytics firm AppsFlyer, detailing major differences among the gaming, shopping, and travel markets. Venture Beat

For $150, Most Users Will Sell Personal Information to Brands
$150 would persuade most consumers to sell certain portions of their personal data to their favorite brands, according to recent survey data of U.S., U.K., and German Internet users. eMarketer

Reddit brings autoplay native video ads to desktop and mobile
Reddit’s traditionally sparse advertising will make way for new auto-play video ads on both its mobile and desktop sites, the increasingly popular social news aggregation, content rating, and discussion website announced recently. Tech Crunch

Instagram’s new shopping bag icon adds e-commerce element to advertisers’ Stories
Instagram has given certain advertisers new e-commerce features that will add a shopping bag icon to Instagram Stories, a move that could eventually be rolled out to all advertisers. Marketing Land

Google replacing video boxes with video carousel on desktop search
Google has moved almost completely to the carousel format for videos among desktop search results, providing new opportunities for digital marketers. Search Engine Land

Friday, June 22, 2018 News Statistics Image

Twitter Launches New Site to Provide Insights into How to Make Best Use of the Platform
Twitter launched its Twitter Media site to help digital marketers best make use of the platform’s latest features, including case studies and other best-practice-oriented content. Social Media Today

Bing Ads With Enhanced Targeting Settings & Dimensions Tab
Bing rolled out new advertising features including more precise location and device targeting, along with upgraded analytics information with a new Bing Ads Dimensions feature. SEO Roundtable

YouTube Like & Dislike Counts Are Now More Accurate
YouTube updated the way it tabulates video likes and dislikes, in an effort to combat spam, a move than should prove beneficial to digital marketers. Search Engine Journal

Want to Win Over Millennials and Gen Z? Vice’s New Study Says Brands Should Get Spiritual
The key elements marketers most need to tap into when targeting millennials and Gen-Z include surprises such as spirituality, according to new study data by Vice. Vice

ON THE LIGHTER SIDE:

Marketoonist Personalization Gap Cartoon

A lighthearted look at the personalization gap in marketing, by Marketoonist Tom Fishburne — Marketoonist

The EU’s bizarre war on memes is totally unwinnable — Wired

Look! Up in the Sky! It’s a Flying Orange Man With Wieners on His Belt! — AdWeek

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Ashley Zeckman — What’s Trending: Ride the Marketing Merry-Go-Round — LinkedIn (client)
  • Lee Odden — The Keys to Successful B2B Content and Influence Programs — WriterAccess

What are your top content marketing news stories this week?

Thanks for stopping by, and please join us next week for another lineup of the latest digital marketing news, and in the meantime you can follow us at @toprank on Twitter for even more timely daily news. Also, don’t miss the full video summary on our TopRank Marketing TV YouTube Channel.


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Digital Marketing News: Instagram Adds Hour-Long Videos With IGTV, Weeding Out Influencers Who Buy Followers, & Mobile’s Vast Growth | http://www.toprankblog.com

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CMWorld Interview: Thinking Inside the (Answer) Box with Courtney Cox

In a digital marketing career that has spanned numerous roles, often with a heavy focus on SEO, Courtney Cox has watched plenty of trends come and go.

But like many of us, she’s convinced that answer boxes (or “featured snippets,” or “position zero,” as you will) hold the key to search success going forward.

Not only do these “best answer” results attain prime visibility on SERPs, but as voice search continues to grow more prominent, they are likely to become the only result for many user queries within a few years.

Recognizing the magnitude of this topic, Cox will dedicate her session at Content Marketing World to Position 0: Optimizing Your Content to Rank in Google’s Answer Boxes. Drawing from her experience at Children’s Health, where she’s tasked with helping modernize the digital experience in an industry that has been — by her own admission — a little behind the curve, she’ll offer up practical advice for claiming this crucial real estate.

As we eagerly await her afternoon session on September 5th in Cleveland, OH, we had a chance to ask Cox about some pertinent matters relating to her specialization. Here’s what she had to say about data-driven conversion rate optimization, strategizing through competitive analysis, speaking the language of coding as marketers, and more.


What does your role as Digital Marketing Manager at Children’s Health entail? What are your main areas of focus and key priorities?

I have a team of strategists and editors that manages the online experience for our patient families. This includes everything from the user experience of Childrens.com, SEO, paid search, and management of our local listings across the web.

We are currently in a major transition period. Our goal is to provide the best online experience of any pediatric healthcare system in the country. Healthcare as an industry is behind the times, and historically, we have been no exception. As the cost of healthcare goes up, our consumers place more scrutiny on the total value of their experience with our system.

We typically think of that experience beginning when patient families walk through our doors; however, the initial patient experience frequently begins online with a search and ends online with a review. It’s our job to use the digital experience to show the value of our clinical services, reduce the anxiety of our patient families, and provide them with the information they need to make the right decisions for their child.

This year, that means implementing rigorous user testing, redesigning nearly every template on Childrens.com, taking advantage of advanced search tactics such as structured data and accelerated mobile pages, and publishing reviews directly on our website.

 

What is one thing that most company websites could be doing better when it comes to driving sales and conversions?

Fair warning – I’m going to try not to get on my soapbox about this one, but it’s hard because I feel so passionately about it.

Digital marketers need to abandon the “gut feeling” approach to conversion rate optimization. In the days of expensive usability labs and split-testing software, businesses with limited budgets could be excused from making data-driven, customer-centered optimizations. Those days are over.

If you want to outperform your competitors, you must start listening to your customers and responding to their behavior. If you’re not using free tools like Google Optimize for split testing or one of the infinite number of inexpensive user testing options available, then I guarantee you are failing your customers in some way in which you’re currently unaware.


Digital marketers need to abandon the “gut feeling” approach to conversion rate optimization. @CourtEWakefield #CMWorld
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Moving on to your subject of focus at CMWorld: Aside from the obvious placement benefits, why is it so important to aim for ‘Position 0’ on Google search results?

‘Position 0’ results (aka ‘Featured Snippets’, aka ‘Answer Boxes’) are important for a number of reasons. As you mentioned, prominence at the top of the search engine results page positions your website for more engagement and clicks than a lower position, but that’s not all.

Voice platforms like Google Home rely heavily on the position 0 results to give answers to voice queries from their users. For example, if you ask Google Home, “why can’t my kid sleep?” you’ll get an excerpt from Childrens.com that shows in the Google answer box for the same query on Google.

It’s been predicted that by 2020, half of all searches will be done through voice, and most of those searches will be headless (on a screenless device like Amazon Alexa or Google Home). In those cases, position 0 is the only result. You want to own that space.

 

How can competitive analysis improve our efforts to land an Answer Box?

The best thing to start with is to take inventory of the websites populating the answer boxes for queries you want to dominate. Then go look at what they’re doing on their pages. Are they using natural language in their headlines? Do they have structured data? What are they doing right? What are they doing wrong? Is there a theme across all the sites that you can mimic?

Then, you’ll want to match what they’re doing right and take advantage where they’re failing. In my experience, most websites are not well-optimized for the answer boxes, and they’re ranking through dumb luck. A little effort goes a long way.


In my experience, most websites are not well-optimized for the answer boxes, and they’re ranking through dumb luck. @CourtEWakefield #CMWorld
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When it comes to working toward Position 0, which optimization techniques pay dividends above and beyond the SEO impact?

Any time that you invest significant effort into providing quality content that answers your visitors’ questions in a well laid out and easy-to-digest format, you’re going to start seeing payoffs beyond rankings. I think most content marketing folks understand that.

To ensure our content is high quality and highly relevant to what our customers need, we’ve been using a new technique that starts with the “People Also Ask” questions on Google. Basically, we type in a query we want to rank for, take inventory of the “People Also Ask” questions that appear for that query, and answer those questions directly in our content with the question itself as an H2 on the page.

Google is giving us a gift; by revealing these questions to us, they give us a deeper look than ever into the aggregation and relation of their search data. We’d be foolish not to utilize this data to create the most relevant content for users and position ourselves as a valuable thought leader.


Any time that you invest significant effort into providing quality content that answers your visitors’ questions, you’re going to start seeing payoffs beyond rankings. @CourtEWakefield #CMWorld
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What does the emergence of the Answer Box tell us about how search engines are changing to serve the user experience? What do you foresee as the possible next step in that direction?

The demands on our time are greater every day, and folks’ attention spans are ever shorter. We want answers, and we want them now. Answer boxes are just a response to that.

I won’t be surprised if five or 10 years from now, Google has enough functionality and feature sets that the majority of small businesses won’t need their own websites. You’ve already seen less reliance on individual ecommerce sites with the emergence of Amazon and even Etsy. Google could make this possible for service-based businesses like barber shops and coffee shops.

People get kind of anxious about that, especially those in the web development business, but the commoditization of the web has always been a reality. Those of us in digital marketing must adapt or die. And, on the client side, if Google is sending the business, why wouldn’t you want to reduce the cost of doing business by eliminating web hosting fees?

 

How can content marketers work more smoothly and seamlessly with development teams to get things done efficiently? Where do you see the most common snags?

I’m so lucky at Children’s because we have a marketing technology team that sits with us, and they are some of the most talented and easy-to-work with folks I’ve known in my career.

But I know not everyone has that luxury. I think the thing that has helped me most in my career is that I’ve also been a developer. While not every content marketer can go out there and learn a coding language, they should really try to learn as much about that world as they can. It helps when you’re requesting the implementation of structured data or Accelerated Mobile Pages (AMP) that you understand the complexities or at least how much work it will take.

In my experience, developers really appreciate it when you consult with them about a request. “Have you heard about AMP? What do you think about it? I think it could really improve mobile traffic – does it have any downsides from your perspective?” That consultation goes a long way for buy in down the road.


While not every content marketer can go out there and learn a coding language, they should really try to learn as much about that world as they can. @CourtEWakefield #CMWorld
Click To Tweet


Which speaker presentations are you looking forward to most at Content Marketing World 2018?

You mean besides Tina Fey?

I’m a real tech geek, so the “How to Use Artificial Intelligence to Build and Optimize Content” and “Let’s Chat: How Messaging Apps, Chatbots, and Voice Assistants Will Impact Your Business in the Next 3-5 Years” have really piqued my interest. These are the things I hope we can get ahead of the game on to become healthcare digital marketing leaders.

Unpack More Answers

We thank Courtney for her great answers, which were extremely enlightening even if they didn’t come in a box.

For more expert insights on all of your most pressing questions, dive into the Ultimate Guide to Content Marketing below!


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Creating Content Connections: 10 Lessons in Resonance from Content Marketing Pros

Lessons in Content Marketing

Lessons in Content Marketing

Spot on.

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Exactly.

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Truth.

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Accurate.

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Yaaaaaaaaaas!

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It’s hard to contain the excited, “uh huh” head nodding when you read, watch, or listen to a piece of content that really hits home … strikes the right chord … illuminates something deep inside your soul.

And for us marketers, these moments should remind us of an important digital marketing truth:

Creating content that resonates is key to building rapport, credibility, and trust with our audience, and, ultimately, driving marketing results.

When a piece of content connects with a customer or buyer, it makes them feel like you get it, that you understand their point of view or struggle—and that you may be worth paying attention to.

In my time at TopRank Marketing, I’ve had the pleasure of reading, watching, listening, and talking to some of our industry’s brightest minds as they share insights or tips that really resonated with me as a content writer and strategist—teaching me and reminding me of the importance of resonance in the content we create and how we share it with our audience.

Below I share some of those lessons that you can hopefully use to create more meaningful connections across channels with your content.

#1 – Comedy creates some of the most intimate connections.

Tim Washer of CiscoAs part of our Behind the Marketing Curtain series, I was lucky enough to speak with Tim Washer, a comedy and marketing genius as well as Cisco’s Creative Director of SP Marketing.

As he shared his story and his perspective on comedy in marketing, his lesson in resonance was quite simple: Comedy demonstrates empathy—and empathy creates connection.

Let’s face it, a lot of true comedy comes from pain. So, when we can come out and touch on a customer pain point, we show them that we understand their point of view. When we do something that is self-deprecating, when we look vulnerable, and when we let our guard down a little bit that’s when we make a connection.

These days, there’s so little content out there that truly connects with people. … So much of marketing is telling people how great we are. But with comedy—especially in the form of video—we can show them that we’re not always going to tell you how great we are. And if you can make someone laugh, that is the most intimate connection you can make.

Marketers need to let their guard down if we want our customers and buyers to do the same—and you can do this “on brand.” Good comedy is certainly an art; you don’t just throw “something funny” at your audience. Use your audience and their pain points as your guide to thoughtfully create content that will connect and make them giggle.

Read my full interview with Tim.

Follow Tim on Twitter or LinkedIn.

[bctt tweet=”If you can make someone laugh, that is the most intimate connection you can make. – @timwasher #LessonsInResonance #ContentMarketing” username=”toprank”]

#2 – If you want to connect with your audience, be dedicated to helping them learn.

Mina SeetharamanA common goal for many brands want to build thought leadership by creating authoritative, credible content. But pushing your amazing product or service is not how you get there, as Mina Seetharaman, Executive Vice President and Global Managing Director of Content and Marketing Solutions for The Economist Group, told us in our interactive, supercharge your digital marketing infographic.

Thought leadership is about solving, not selling. People wake up thinking about their problems, not your product. In our research, Thought Leadership Disrupted, only 28% of marketers cited helping their audience become more knowledgeable as a primary objective. True thought leaders don’t push product, they understand their audience and share ideas to help them tackle issues.

People are constantly searching for answers to their burning questions and resources that will help them learn and find ways to solve their problems. When you make it a point to be the best answer for their inquiry, you have the opportunity to make a real impact.

Find more tips for supercharging your digital marketing.

Follow Mina on Twitter or LinkedIn.

[bctt tweet=”True thought leaders don’t push product, they understand their audience and share ideas to help them tackle issues. – @minaseeth #LessonsInResonance #ContentMarketing” username=”toprank”]

#3 – Less is often more.

2017 marked my first trip to one of the industry’s biggest events: Content Marketing World.

While there, I attended the incomparable Ann Handley’s session. There she revealed five “radiant” writing secrets inspired by the classic novel Charlotte’s Web.

The MarketingProfs Chief Content Officer’s session was designed to help content writers become more thoughtful in how they approach content and make an impact on their audience. Ann challenged us all to:

Think of how Charlotte was able to save a life with just [a few] words. How can we use our words more intentionally? How can we make a difference?

It’s certainly no secret that we’re living in a world of content abundance. But if we want to create content that really resonates and makes our audience feel something, we need to remember that less is often more.

Read more from Ann’s session.

Follow Ann on Twitter or LinkedIn.

[bctt tweet=”Less is more in writing. How can we use our words more intentionally? How can we make a difference? – @annhandley @MarketingProfs #LessonsInResonance #ContentMarketing” username=”toprank”]

#4 – When it comes to social content, don’t let your personal brand get in the way of your brand’s message.

Beverly Jackson Once again, our Behind the Marketing Curtain series gave me the honor of speaking with social, content, and customer experience wiz Beverly Jackson, now Vice President of Social Portfolio Strategy for MGM Resorts International.

When asked about a bad social media habit marketers needed to drop, her immediate response was: Too much self-promotion that gets in the way of a brand’s story:

The great thing about social media is that it allows brands to create one-on-one relationships with their customers and prospects—not the marketers. And the bottom line is: marketers should never get in the way of that relationship.

Your brand needs to own the relationship with the audience if you want to make an impact. Of course, you should do what you can do evangelize your brand, but don’t confuse your audience by using your brand and its content to propel your profile. It can backfire.

Read my full interview with Beverly.

Follow Beverly on Twitter or LinkedIn.

[bctt tweet=”#SocialMedia allows brands to create one-on-one relationships with their customers and prospects. Marketers should never get in the way of that.  – @bevjack #LessonsInResonance #ContentMarketing” username=”toprank”]

#5 – Don’t settle for crappy content—your audience (and search engines) certainly won’t.

Josh NiteIn the fall of 2017, my talented colleague Joshua Nite made his speaking debut at a local bloggers’ event. During his presentation, he declared that it was time to flip the script on how we craft content.

With search engines getting smarter and our audience being more self-directed in research than ever, Joshua said making the switch from SEO-driven content to content-driven SEO is the key to resonating with both readers and robots.

There’s never been a better opportunity to write great content that people actually want to read and that will get seen in search results. So, go forth and be awesome. And please, please—don’t settle for writing crappy content.

While seasoned marketers may say “duh” to this little reminder, I’d wager we all have room for improvement here. So here it is: We can’t settle. We need to innovate. We need to be thoughtful. And above all, we need to create content that our audience will actually enjoy reading.

Read more from Josh’s presentation.

Follow Josh on Twitter or LinkedIn.

[bctt tweet=”Go forth and be awesome. But please, please—don’t settle for writing crappy content. – @NiteWrites #LessonsInResonance #ContentMarketing” username=”toprank”]

#6 – Your audience is already telling you how to connect with them.

Another pro I had the pleasure of interviewing for the Behind the Marketing Curtain series was author, customer experience and social media expert, and marketing veteran Dan Gingiss, now the Vice President, Strategic Group for Persado.

While much of our conversation focused on social customer care, Dan said something simple—and perhaps even obvious—but it’s a good lesson nonetheless:

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.

From social media comments to customer surveys to inquiries or sales calls, brand or company has access to direct feedback from their ideal customers or buyers. They’re giving you an opening to make a connection. Use it to create content that answers their burning questions, quells their top concerns, or empathizes in a way that sparks agreement and head nodding.

Read my full interview with Dan.

Follow Dan on Twitter or LinkedIn.

[bctt tweet=”Always be listening. People will generally tell you everything you need to know about your business. – @dgingiss #LessonsInResonance #SociaMedia” username=”toprank”]

#7 – “Story” is everything—and influencers can be compelling characters.

Ursula Ringham, Head of Global Influencer Marketing, SAPMy most recent interview introduced me to Ursula Ringham, SAP’s Head of Global Influencer Marketing. As we chatted, a constant reference point was what she called her “love of story”—something that’s guided her throughout her career and something all marketers need to reinvest in. And influencers can help.

In marketing, story is everything. But in order to tell a compelling story, you have to be immersed. Bring empathy and understanding, bring purpose, and bring insight—the latter of which influencers can certainly help with.

At a time when content is absolutely everywhere—and consumer trust is diminishing—marketers and brands need to be in the business of storytelling if you  want your content to resonate, inspire, and build trustful connections with our audience. You need to commit. You need to be thoughtful. And you need to consider who (e.g. internal or external thought leaders, current customers, prospects, employees) can help you tell that story.

Read my full interview with Ursula.

Follow Ursula on Twitter or LinkedIn.

[bctt tweet=”In marketing, story is everything. But in order to tell a compelling story, you have to be immersed. – @ursularingham” username=”toprank”]

#8 – Invite your audience to be part of the content creation process.

Dave CharestWhen most modern marketers think of content co-creation, they likely think of partnering with industry thought leaders. Of course, this is a method we at TopRank Marketing absolutely believe in.

But one co-creation opportunity marketers may not take advantage of, is partnering with your audience, as Dave Charest, Director of Content Marketing for Constant Contact, shared in Content Marketing Institute and TopRank Marketing’s “The Ultimate Guide to Conquering Content Marketing” eBook.

When it comes to content creation, far too often content is created in a meeting room with a bunch of marketers without any thought for the day-to-day reality of the person consuming it. BIG mistake.

Level up your approach by creating content in partnership with members of your target audience. By including your audience in the creation process you’ll better understand what you need to create and how you need to create it. You’ll no longer be working in a vacuum and your content will better resonate with those you’re trying to reach.

There may be no better way to ensure a direct connect with your audience than asking them to be apart of your content process. From social media polls and other UGC to spotlight interviews or guest posts, there’s a range of ways you can include your target audience in the content creation process.

Follow Dave on Twitter or LinkedIn.

[bctt tweet=”By including your audience in the content creation process you’ll better understand what you need to create and how you need to create it. @DaveCharest #LessonsInResonance #ContentMarketing” username=”toprank”]

#9 – Marketing integration is a must to deliver the best answer.

Lee OddenAs a digital marketing industry veteran, perhaps one of TopRank Marketing CEO Lee Odden’s most famous lines is: “Be the best answer for your audience wherever and whenever they’re searching.”

When you become the best answer, you become sticky for your readers—and integration is key to achieving best-answer status. This quote sums it up well:

With content marketing so popular among brands and content high in demand from customers, why are many B2B marketers so challenged to stand out and be effective? One reason is that the inherent pressure to produce can result in content that does not resonate. …

The best content isn’t really that great unless it can be found, consumed, and acted upon by buyers. That is why an effective content marketing program is customer-centric and incorporates data from SEO, insights about format and topics from social media, topical relevance of content from buyer persona research, and awareness of what effect media and influencers can have on buyers’ research and purchasing decisions.

Read more from Lee on the importance of being the best answer in B2B marketing.

Follow Lee on Twitter or LinkedIn.

[bctt tweet=”The best content isn’t really that great unless it can be found, consumed, and acted upon by buyers. – @leeodden #LessonsInResonance #ContentMarketing” username=”toprank”]

#10 – Resonance is rooted in long-held content marketing best practices.

Joe PulizziNo marketer has been untouched by the teachings of Joe “The Godfather of Content Marketing” Pulizzi. As someone who was relatively green in digital marketing when I joined TopRank Marketing back in 2015, Joe and the Content Marketing Institute (CMI)—along with my in-house team—were incredible resources as I learned the ropes.

One of the first pieces I read featuring Joe’s insights was from a session we covered at Social Media Marketing World back in 2014. His message was simple, but it’s something we all need a little reminding of from time to time:

If we only talk about ourselves, we’ll never reach customers.

Content marketing evolved out of the need to meet our audience where and when our audience is searching—and at whatever point they may be in the buying cycle. And ensuring that we’re answering their questions and educating them—not just pushing our product or saying how great we are—is a basic yet still-relevant best practice we should never lose sight of if we want to connect with our audience.

[bctt tweet=”If we only talk about ourselves, we’ll never reach customers. – @JoePullizi #LessonsInResonance #ContentMarketing” username=”toprank”]

Follow Joe on Twitter or LinkedIn.

Go Forth to Create and Resonate

Another incredible marketing mind, Jay Acunzo, recently shared this go-to, “classic content marketing combo” tip. And it pretty much sums everything up:

Prioritize resonance over reach, and the latter (everything else you seek do do as a marketer) gets far easier.

Audiences want to connect with brands and companies that “get it.” So, give your audience great content. Give them guidance. Give them insight. Give them answers. And give them resonance.

Ready to create content that resonates? Take a cue from TopRank Marketing Nick Nelson and Honest Abe. Read our post on how to build trustful connections through storytelling.

Disclosure: SAP and Content Marketing Institute are TopRank Marketing clients.

The post Creating Content Connections: 10 Lessons in Resonance from Content Marketing Pros appeared first on Online Marketing Blog – TopRank®.

Beyond the Hype Cycle: It’s Time to Redefine Influencer Marketing

It's Time to Redefine Influencer Marketing

It's Time to Redefine Influencer Marketing

Every marketer should consider getting a tattoo of Gartner’s Hype Cycle, as a reminder to keep us from chasing shiny objects.

The Hype Cycle goes like this:

  1. A new hotness emerges. It could be new technology, a new strategy or tactic, some new thing.
  2. There are wild predictions about how the thing will revolutionize the world.
  3. People scramble to get on board with the thing before they even understand it.
  4. The new thing doesn’t measure up to elevated expectations.
  5. People get disillusioned with the thing and decide it’s worthless.
  6. People actually learn how the thing works, get sophisticated in using it.
  7. The thing turns out to be pretty awesome and is used productively.

Marketers are just as susceptible to the hype machine as anyone else is. More so, even. Think of content marketing: We went from “content is king” to “content shock” in just a few years, and we’re just now hitting the plateau of productivity.

Now it’s influencer marketing’s turn to ride the downhill slope to the trough of disillusionment. It’s inevitable. We started with high expectations, a ton of hype, and a lot of investment before people really knew what worked.

Now the backlash is hitting. The latest Sprout Social Index is particularly sobering. Only 46% of marketers are using influencer marketing. Only 19% said they had the budget for an influencer program. And on the consumer side, people say they’re more likely to take a friend’s recommendation on social media than take an influencer’s word for it.

In other words: The party’s over. Now the real work begins. It’s time to redefine influencer marketing, get more sophisticated, and get productive. Here’s how to get out of the trough:

#1 – Redefining Influence

In the B2C world (and even in the B2B realm), influence and celebrity are often treated as synonyms. Whether it’s Rhianna or Matthew McConaughey or Pewdiepie, it’s people who have audiences in the millions. There’s some differentiation for relevancy — this YouTuber does makeup tutorials, that one is a gamer — but it’s mostly a numbers game. It’s paying people with huge followings to throw some attention at your brand.

As Ursula Ringham, Head of Global Influencer Marketing for SAP*, told us in a recent interview on social and influencer marketing:

“People often think that influencer marketing is all about celebrities hawking a product. It’s truly not about that—especially in the B2B realm. It’s about highlighting experts who have real experience on the business challenges a brand’s audience faces.”

To become more sophisticated, you need to rethink what it means to be influential. Sure, a mega-star with a huge following is great — if they are relevant to your specific target audience and if their participation doesn’t break the bank.

However, you can get amazing results working with influencers like:

  • Thought leaders in the industry with a small but prestigious network
  • Experts with radical new ideas who are poised to become thought leaders
  • Subject matter experts within your own company
  • Prospective customers from influential brands you want to work with
  • Employees who will advocate for your brand given direction and material

That last one is crucial. Inspiring your internal influencers can give your content a massive boost in reach — LinkedIn* estimates that the average employee has a network 10x bigger than the brand’s social reach. Sprout says, in the key findings of their report:

“Social marketers in 2018 see the value in employee advocacy as a cost-effective, scalable alternative to influencer marketing.”

I would say “addition” rather than “alternative,” but it’s definitely an undervalued tactic.

Our experience is that a combination of industry and internal influencers can yield the most effective results. SAP Success Factors incorporated industry influencers, internal subject matter experts, partners and clients on a program that exceeded the lead generation goal by 272% with a 66% conversion rate.

The bottom line is, when evaluating influencers, look beyond their follower count. Their industry reputation, group affiliations, and level of engagement are all indicators influence, too. And don’t forget to include your customers, prospects, and employees in your potential influencer pool.

[bctt tweet=”When evaluating influencers, look beyond their follower count. Their industry reputation, group affiliations, & level of engagement are all indicators influence, too. – @NiteWrites #RedefiningInfluencerMarketing” username=”toprank”]

#2 – Redefining Compensation

The rising cost of influencer marketing is another factor that has led to the trough of disillusionment. The majority of influencer marketing, especially in B2C, has been exclusively transactional. Big brands swept up top-tier influencers, the payments kept getting bigger for smaller results, and eventually the bubble had to burst.

To reach the plateau of productivity, that compensation model must change. At TopRank Marketing, we focus on building relationships with influencers and invite them to co-create with us. While there are instances in which financial compensation is part of the partnership, most often the compensation is the same both for our client and the influencer:

  • A cool, valuable asset to share
  • Cross-promotion to each other’s audiences
  • Boost to thought leadership
  • Access to a community of thought leaders

The relationship model is far more sustainable than a transactional-only approach. Again, if there is an influencer who prefers a transaction, and is of high value to the client, we’re not opposed to financial compensation. But these cases should be the exception, not the norm.

#3 – Redefining Measurement

Proving ROI is a crucial part of making your influencer marketing more sophisticated. Without the ability to show what your influencers have accomplished for the brand, it’s hard to sell management on continued investment.

It all starts with measurable goals and KPIs that hold your influencer marketing to the same standards as every other tactic you use. Tracking performance against those goals is the next step. We all have access to the tools and tech for this kind of measurement. We just need to use them more effectively to show how influencers are effective throughout the entire buyer’s journey.

Right now, marketers tend to focus on the top of funnel metrics, because they’re easy to measure: Social reach, influencer participation, engagements, likes, comments.

You need to get more granular than just those raw engagement numbers. You need to get from engagement to action. When you’re ready to amplify, give each influencer a custom URL to share. Then you can measure which influencers are actually inspiring people to leave social media and check out the asset you’ve created. From there, you can measure how those clicks convert to a lead capture, and track the lead through your pipeline.

[bctt tweet=”We all have access to the tools & tech for better measurement of #influencermarketing #ROI. We just need to use them more effectively. – @NiteWrites #RedefiningInfluencerMarketing” username=”toprank”]

Redefining Influencer Marketing

It’s time for influencer marketing to graduate from the Hype Cycle and become a trusted part of your integrated marketing strategy. To get to the plateau of productivity, we must discard what doesn’t work, keep what does, and refine our approach for continued improvement.

It starts with reconsidering just what influence means and who has it. Once you find your true influencers, it’s about developing relationships and building communities, rather than ever-more-expensive transactions. Finally, it requires making your measurement as sophisticated as it is for the rest of your marketing tactics.

We have found that influencer marketing beyond the Hype Cycle is an indispensable part of our marketing mix. The proof is in the pie: Read how our Easy-As-Pie Guide to Content Planning drove a 500% increase in leads for client DivvyHQ.

*Disclosure: SAP and LinkedIn are TopRank Marketing clients.

The post Beyond the Hype Cycle: It’s Time to Redefine Influencer Marketing appeared first on Online Marketing Blog – TopRank®.

Digital Marketing News: Behavior & Analytics Studies, Facebook’s A/B Testing, & LinkedIn’s Carousel Ads

Perceived Influence Marketing Charts Graph

Perceived Influence Marketing Charts Graph

As Concerns Grow Over Internet Privacy, Most Say Search & Social Have Too Much Power
How Internet users perceive the influence a variety of popular online platforms have over their lives was among the subjects examined in a sizable new joint report by Ipsos, the Internet Society, and the Centre for International Governance Innovation, offering some surprising insight for digital marketers. Marketing Charts

Facebook Experiments with A/B Testing for Page Posts
Facebook has been trying out A/B testing of Facebook Page posts, a feature that if rolled out in earnest could eventually have significant implications for digital marketers. Social Media Today

CMOs Say Digital Marketing Is Most Effective: Nielsen Study
Accurately measuring digital marketing advertising spending’s return on investment remains a challenge, while the overall effectiveness of digital ad spend has grown, according to a fascinating new Nielsen study of chief marketing officers. Broadcasting & Cable

Snapchat Rolls Out Option to ‘Unsend’ Messages, New eCommerce Tools
Snapchat has added several e-commerce tools including an in-app ticket purchase solution, branded augmented-reality games, and has given its users the option to unsend messages. Social Media Today

People Are Changing the Way They Use Social Media
Trust of various social media platforms and how Internet users’ self-censorship has changed since 2013 are among the observations presented in the results of a broad new study conducted by The Atlantic. The Atlantic

Facebook launches tool to let users rate advertisers’ customer service
Facebook has added a feedback tool that lets users rate and review advertisers’ customer service, feedback the company says will help it find and even ban sellers with poor ratings. Marketing Land

2018 June 15 Statistics Image

Google’s about-face on GDPR consent tool is monster win for ad-tech companies
Google reversed its General Data Protection Regulation course recently, allowing publishers to work with an unlimited number of vendors, presenting new opportunities for advertising technology firms. AdAge

LinkedIn rolls out Sponsored Content carousel ads that can include up to 10 customized, swipeable cards
LinkedIn (client) has rolled out a variety of new ad types and more performance metrics for marketers, with its Sponsored Content carousel ads that allow up to 10 custom images. Marketing Land

Report: Facebook is Primary Referrer For Lifestyle Content, Google Search Dominates Rest
What people care about and where they look for relevant answers online are among the marketing-related insights revealed in a recent report from Web analytics firm Parse.ly. Facebook was many users’ go-to source for answers for lifestyle content, while Google was the top source for all other content types. MediaPost

Survey: 87% of mobile marketers see success with location targeting
Location targeting is widely-used and has performed well in the mobile marketing realm, helping increase conversion rates and how well marketers understand their audiences, according to new report data. Marketing Land

ON THE LIGHTER SIDE:

Marketoonist Short-Termism Cartoon

A lighthearted look at marketing short-termism, by Marketoonist Tom Fishburne — Marketoonist

‘The weird one wins’: MailChimp’s CMO on the company’s off-the-wall advertising — The Drum

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lee Odden — Why Content Marketing is Good for B2B Companies — Atomic Reach
  • Lee Odden — Top 2018 Influencers That Might Inspire Your Inner Marketer — Whatagraph
  • Lee Odden — Better than Bonuses: 4 Motivators that Matter More than Money — Workfront
  • Anne Leuman — What’s Trending: Marketing GOOOOOAAAALS! — LinkedIn (client)

Thanks for visiting, and please join us next week for a new selection of the latest digital marketing news, and in the meantime you can follow us at @toprank on Twitter for even more timely daily news. Also, don’t miss the full video summary on our TopRank Marketing TV YouTube Channel.

The post Digital Marketing News: Behavior & Analytics Studies, Facebook’s A/B Testing, & LinkedIn’s Carousel Ads appeared first on Online Marketing Blog – TopRank®.

CMWorld Interview: Peter Krmpotic on Optimizing the Content Supply Chain

Content personalization is no longer a dream that marketers have for leveling up engagement with their audience, it’s become an essential combo for winning the content marketing game. Need proof? According to a study from Marketo, 79% of consumers say they are only likely to engage with an offer if it has been personalized. And Salesforce estimates that by 2020 51% of consumers will expect that companies will anticipate their needs and make suggestions, before contact.

But how can enterprise brands scale personalization efforts in a way that is efficient and effective?

Peter Krmpotic, Group Product Manager at Adobe, has focused heavily throughout his career on scaling personalization. He alo references the content supply chain (which is a framework for viewing content production, management and scalability) as a granular way to break down different structural elements and make them more manageable.

Applying personalization to an entire content marketing operation, especially at the enterprise level, might feel overwhelming. But applying it individually to different aspects of the process, piece by piece? This feels more feasible.

Peter will be joining other high-scoring content marketing experts at 2018’s Content Marketing World in Cleveland, OH this September. In anticipation of this awesome event, we sat down with Peter for the first interview in our series leading up to the event and asked him more about his role at Adobe, the importance of content personalization and the impact of technology on personalization.  

What does your role as Group Product Manager at Adobe entail? What are your main areas of focus and key priorities?

At Adobe, I focus on content marketing, digital asset management, and personalization at scale.

Throughout my career, I’ve developed a passion for customers, their use cases and building scalable software for them.

Specifically, my interests include next-generation technologies, evolving organizational structures, and industry best practices.

You’re a big believer in the importance of personalization. Where do you see the biggest opportunities for content marketers to improve in this regard?

First and foremost, personalization is a group effort which cuts across all functions of the content supply chain: strategy, planning, creation, assembly, and delivery.

Establishing and aligning these functions with each other is the first block in a strong foundation.

What we are doing here is leveraging the centuries-old concept of “divide and conquer,” where we break personalization down into manageable stages.

Once everything is in place, the biggest opportunity lies in providing relevant data that is actionable at each of the content supply chain functions.

While we all talk a lot about data-informed and data-driven content marketing, I still see addressing this data gap as the biggest opportunity by far.

Which prevalent pitfalls are preventing content from connecting with its audience, from your view?

We have the people, the data, and the tools to create engaging content at scale, yet we often jumpstart the process of creating content without the required thoughtfulness on the initial critical steps.

It is essential to be clear which audiences we are targeting and subsequently to define clear goals for the message we are creating.

To this day, most brands need to improve at this stage, otherwise the best content marketer in the world cannot create an effective piece of engaging content.

Developing scalable ways to create and personalize content has been a key area of emphasis in your career. How can marketers think differently about scaling for efficiency and impact?

Similar to what I said earlier of “divide and conquer,” break the problem into manageable pieces and thus build a content supply chain.

Then, optimize each piece of the supply chain as opposed to trying to improve the whole thing all at once.

Where do you see the biggest influences of technologies like machine learning and automation in the world of content?

Currently, many mundane tasks, such as gathering and analyzing data or making sure content is optimized for each channel, take up a lot of time and effort in content marketing, preventing us from doing what matters most.

Things that take weeks and months will gradually be performed in the background.

By eliminating these mundane tasks, the human capacity for creativity and intuition will be magnified and reach new levels that were unimaginable before.

Which aspects of marketing SaaS products and services could and should be instilled for pros in other verticals?

Marketing software has received the kind of attention and focus that very few verticals have ever received, and as a result, we now benefit from a variety of software options that is unparalleled. This has led to a lot of AI being developed for marketing first that will be deployed in other verticals later.

A result of this fierce competition is that marketing software tends to be the more flexible and user friendly than others, adapting to a multitude of use cases, which has set new standards across all verticals.

Lastly, even though software in general does not integrate well with each other, given its variety and busy ecosystem, marketing software has trail-blazed integration best practices, which other verticals will benefit from.

Looking back, is there a particular moment or juncture in your career that you view as transformative? What takeaways could other marketers learn and apply?

Joining Adobe was truly transformative, because it allowed me to engage with customers across the entire breadth and depth of digital marketing, as well as with colleagues across different products and solutions who are truly world-class at what they do.

My recommended takeaway is to look beyond your current scope of work — which is not necessarily easy — and to figure out ways to connect with people who can help you understand adjacent functions and disciplines.

Seeing the entire picture will help you with solving your current challenges in ways that you could not have imagined before.

Which speaker presentations are you looking forward to most at Content Marketing World 2018?

I’m looking forward to quite a few sessions, but here are 5 sessions I am particularly excited about:

  • Joe Pulizzi’s keynote on Tuesday. I am sure I am not the only one interested to hear his take on the industry and where it is headed.
  • Then Gartner’s Heather Pemberton Levy and her workshop on their branded content platform, Smarter With Gartner, which I am a big fan of.
  • Michael Brenner’s workshop on how to create a documented content marketing strategy, which I know a lot of brands struggle with.
  • And then two sessions that talk about leveraging data during content creation: Morgan Molnar and Brad Sanzenbacher on Wednesday, and Katie Pennell on Thursday.

Ready Player One

Big thanks to Peter for his enlightening insights. His final takeaway — “Seeing the entire picture will help you with solving your current challenges in ways that you could not have imagined before” — is at the heart of Content Marketing World, which will bring together a diverse set of voices and perspectives to broaden your view of this exciting yet challenging frontier.

Tap into some of the unique expertise offered by CMWorld speakers by checking out the Ultimate Guide to Conquering Content Marketing below:

 


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© Online Marketing Blog – TopRank®, 2018. |
CMWorld Interview: Peter Krmpotic on Optimizing the Content Supply Chain | http://www.toprankblog.com

The post CMWorld Interview: Peter Krmpotic on Optimizing the Content Supply Chain appeared first on Online Marketing Blog – TopRank®.

Ready Player One: Top CMWorld Speakers Dish Go-To Classic Content Marketing Combos

Over the years, content marketing has made incredible strides. What used to be considered more 8-Bit tactics such as print and articles, have evolved into more immersive tactics like interactive and video which truly brings audiences into the “game”.

And while the days of 2D 8-bit side scroller content may be gone, that doesn’t mean we should abandon everything we’ve learned about content.

To help uncover some of the tried and true content marketing tactics that have stood the test of time, we’ve tapped into the minds of some of Content Marketing World’s top speakers who shared expert advice in our new eBook: The Ultimate Guide to Conquering Content Marketing.

But first, here are some fun fun 8-bit videos featuring your favorite content marketing experts and a preview into the type of game-winning advice you can find in our new guide.

Content Marketing Strategy Experts

Featuring: Robert Rose, Nichole Kelly, Tim Washer, Ellie Mirman, Peter Krmpotic and Tamsen Webster

Content Marketing Planning

Featuring: Amanda Todorovich, Courtney Cox, Eli Schwartz, Jay Acunzo, Carla Johnson, Heather Pemberton Levy, Zari Venhaus and Andy Crestodina

Content Marketing Creation

Featuring: Ann Handley, Melanie Deziel, Mitch Joel, Michelle Park Lazette, Pam Didner and Dave Charest

Content Marketing Amplification & Distribution

Featuring: Ian Cleary, Lee Odden, Vishal Khanna, Juntae DeLane, Doug Kessler, Joe Pulizzi, Justin Levy and Heidi Cohen

Content Marketing Measurement

Featuring: Christopher Penn, Mathew Sweezey, Michael Brenner, Michael Pratt, Ron Tite and Matt Heinz

34 Classic Content Marketing Tactics from Top CMWorld Speakers

Robert Rose
Chief Troublemaker, The Content Advisory
@Robert_Rose


Classic Content Tip: As part of the creation process, we have to ask how every piece of content we create delivers value to our audience first, and us second. It is an approach that will never fail. @Robert_Rose #CMWorld
Click To Tweet


 

Nichole Kelly
Chief Consciousness Officer, The Conscious Marketing Institute
@nichole_kelly


Classic Content Tip: Just because you can doesn't mean you should. Acting with integrity is a competitive advantage.@nichole_kelly #CMWorld
Click To Tweet


 

Tim Washer
PowerPoint Comedian/Emcee, Ridiculous Media
@timwasher


Classic Content Tip: Interview customers to get short, actionable advice that other organizations can learn from. This can be published via video, audio or a simple text Q+A. @timwasher #CMWorld
Click To Tweet


 

Ellie Mirman
CMO, Crayon
@ellieeille


Classic Content Tip: Time and time again, I turn to blogging: it's a simple way to house a variety of content even as it evolves to serve different media, channels, and strategies. @ellieeille #CMWorld
Click To Tweet


 

Peter Krmpotic
Group Product Manager, Adobe
@peterkrmpotic


Classic Content Tip: Aim for quick iterations, leading to faster insights, and creating a self-tuning system. @peterkrmpotic #CMWorld
Click To Tweet


 

Tamsen Webster
Founder & CEO, Find the Red Thread
@tamadear


Classic Content Tip: Find the truth that makes a problem impossible to ignore. @tamadear #CMWorld
Click To Tweet


 

Amanda Todorovich
Senior Director – Content & Creative Services, Cleveland Clinic
@amandatodo


Classic Content Tip: Great content answers questions and solves problems for your customers. When you do that – no matter what platform or format – it works and generates engagement every time. @amandatodo #CMWorld
Click To Tweet


 

Courtney Cox
Manager, Digital Marketing – Children’s Health
@courtewakefield


Classic Content Tip: No matter how marketing changes, listening will always be the greatest asset of a content marketer. @courtewakefield #CMWorld
Click To Tweet


 

Eli Schwartz
Director of Organic Product, SurveyMonkey
@5le


Classic Content Tip: Google’s non-English language ranking algorithm will always lag the advancements made in English search. @5le #CMWorld
Click To Tweet


 

Jay Acunzo
Founder, Unthinkable Media
@jayacunzo


Classic Content Tip: Prioritize resonance over reach, and the latter (and everything else you seek as a marketer) gets far easier. To do so, look for a small number of people reacting in big ways to your work. @jayacunzo #CMWorld
Click To Tweet


 

Carla Johnson
President, Type A Communications
@carlajohnson


Classic Content Tip: Put your customer first. Creating content that delivers value to them will always align your time, talent and resources with what delivers the best ROI. @carlajohnson #CMWorld
Click To Tweet


 

Heather Pemberton Levy
Vice President, Content Marketing – Gartner
@heatherpemberton


Classic Content Tip: Always look in your rearview mirror at the traffic driving to your content and further down the road at the next content asset in the buyer’s journey. @heatherpemberton #CMWorld
Click To Tweet


 

Zari Venhaus
Director Corporate Marketing Communications, Eaton
@zvenhaus


Classic Content Tip: Nothing beats knowing your audience. Today, there are so many more ways to target – the how is evolving, but nothing will ever replace understanding what drives your customers. @zvenhaus #CMWorld
Click To Tweet


 

Andy Crestodina
Principal – Strategic Director, Orbit Media
@crestodina


Classic Content Tip: Learn something useful… Try it… Test it… Then teach it. @crestodina #CMWorld
Click To Tweet


 

Ann Handley
Chief Content Officer, MarketingProfs
@annhandley


Classic Content Tip: Leaders are readers, as Harry S. Truman said. I’d add that leaders are writers, too. If you want to improve the quality of both your ideas and your thinking… you need to regularly write. @annhandley #CMWorld
Click To Tweet


 

Melanie Deziel
Branded Content Consultant, Mdeziel Media
@mdeziel


Classic Content Tip: When all else fails, ask what you can teach your audience. Educational content provides evergreen value and proves your expertise to customers and potential customers alike. @mdeziel #CMWorld
Click To Tweet


 

Mitch Joel
President, Mirum
@mitchjoel


Classic Content Tip: Write stuff that matters. Write stuff that has depth. Nobody else is doing this (well) anymore. It's because they suck at writing (trust me ;). @mitchjoel #CMWorld
Click To Tweet


 

Michelle Park Lazette
Writer, Federal Reserve Bank of Cleveland
@mp_lazette


Classic Content Tip: My chicken test is a set of 3 questions I use to vet any content idea. Does the topic involve or interest our target audience? Is the idea timely? And does the idea have a so-what? @mp_lazette #CMWorld
Click To Tweet


 

Pam Didner
Author, Global Content Marketing
@pamdidner


Classic Content Tip: SEO! Invest time and resources into keyword research, analytics and scoping out your content. If you want your content to be seen, align your content marketing with your SEO goals. @pamdidner #CMWorld
Click To Tweet


 

Dave Charest
Director Content Marketing, Constant Contact
@davecharest


Classic Content Tip: Stay focused on the fundamentals of human nature. Even as technology changes, the fundamentals that make us people do not. Understand how those fundamentals apply to a new environment. @davecharest #CMWorld
Click To Tweet


 

Ian Cleary
Founder, RazorSocial
@IanCleary


Classic Content Tip: Relationship building. When you build up a network of influential friends it's like having many pac mans in one game and they are all on your side. @IanCleary #CMWorld
Click To Tweet


 

Lee Odden
CEO, TopRank Marketing
@leeodden


Classic Content Tip: Nothing gobbles up Pac-Dots like content co-created with highly credible experts. Influencers w/ active networks of relevant audiences can demystify marketing mazes and open up infinite opportunity! @leeodden #CMWorld
Click To Tweet


 

Vishal Khanna
Director of Marketing & Communications, HealthPrize Technologies
@bediscontent


Classic Content Tip: Read employment listings for the types of prospects you target to find out how their success is measured, and then develop content that helps them succeed. @bediscontent #CMWorld
Click To Tweet


 

Juntae DeLane
Sr. Digital Brand Manager, University of Southern California
@juntaedelane


Classic Content Tip: You need to be able to go where your audience is and speak to them in a language they can understand. Identify how and where they engage with content, & incorporate that info into your strategy. @juntaedelane…
Click To Tweet


 

Doug Kessler
Co-Founder & Creative Director, Velocity Partners
@dougkessler


Classic Content Tip: It’s really hard to fail at simply interviewing really smart people who know about the topic. Do your homework, ask good questions and stand back. @dougkessler #CMWorld
Click To Tweet


 

Joe Pulizzi
Founder, Content Marketing Institute
@joepulizzi


Classic Content Tip: Email, email, email. Getting and keeping opt-in email subscribers continues to be the key to content marketing success. @joepulizzi #CMWorld
Click To Tweet


 

Justin Levy
Public Speaker
@justinlevy


Classic Content Tip: The one tried and true tactic that I will always go back to even as marketing evolves is the need for a blog. @justinlevy #CMWorld
Click To Tweet


 

Heidi Cohen
Chief Content Officer, Actionable Marketing Guide
@HeidiCohen


Classic Content Tip: Like other forms of marketing, content marketing requires a documented strategy that ties your business goals to measurable results. @HeidiCohen #CMWorld
Click To Tweet


 

Christopher Penn
Founder & Chief Innovator, Brain+Trust Insights
@cspenn


Classic Content Tip: Essential for any form of content is audience centricity. Do it in a way that provides value, educates, entertains and engages your audience. @cspenn #CMWorld
Click To Tweet


 

Mathew Sweezey
Principal of Marketing Insights, Salesforce
@msweezey


Classic Content Tip: Ask! Ask what they want, don't assume. Once you make it Ask if they liked it, and how to make it better. @msweezey #CMWorld
Click To Tweet


 

Michael Brenner
Founder, Marketing Insider Group
@brennermichael


Classic Content Tip: Create content using the keywords buyers use, the content they read and share and the offers that convert. @brennermichael #CMWorld
Click To Tweet


 

Michael Pratt
CEO, Panamplify
@mikepratt


Classic Content Tip: Try and discover what solutions to problems your clients are searching for and write content that becomes that solution. @mikepratt #CMWorld
Click To Tweet


 

Ron Tite
Founder & CEO, Church+State
@rontite


Classic Content Tip: Massive wins come from doing something that has never been used before. @rontite #CMWorld
Click To Tweet


 

Matt Heinz
President, Heinz Marketing
@heinzmarketing


Classic Content Tip: Finish content with a question. Actively engage your audience. @heinzmarketing #CMWorld
Click To Tweet


Want More Game-Winning Content Marketing Advice?

For more from our Content Marketing World speakers, check out the full guide below:


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© Online Marketing Blog – TopRank®, 2018. |
Ready Player One: Top CMWorld Speakers Dish Go-To Classic Content Marketing Combos | http://www.toprankblog.com

The post Ready Player One: Top CMWorld Speakers Dish Go-To Classic Content Marketing Combos appeared first on Online Marketing Blog – TopRank®.