Google has made it possible to add sitelinks to ads at the account level.
The post Account-Level Sitelinks Rolling Out to All AdWords Advertisers by @SouthernSEJ appeared first on Search Engine Journal.
Wednesday, 31 August 2016
Search Live Coverage Carousel Comes to Google With Real-Time Indexing by @SouthernSEJ
Participating in the project will allow publishers to expedite the process of having their content surfaced by Google.
The post Search Live Coverage Carousel Comes to Google With Real-Time Indexing by @SouthernSEJ appeared first on Search Engine Journal.
Facebook Warns Advertisers: Speed Up Your Mobile Site! by @DannyNMIGoodwin
Your mobile page load time will soon impact whether people will see your Facebook ads. To help advertisers speed up, Facebook is introducing prefetching.
The post Facebook Warns Advertisers: Speed Up Your Mobile Site! by @DannyNMIGoodwin appeared first on Search Engine Journal.
Search Within Apps on Your Android Phone With ‘In Apps’ Search by @SouthernSEJ
Google has now made it possible to search within apps on Android phones.
The post Search Within Apps on Your Android Phone With ‘In Apps’ Search by @SouthernSEJ appeared first on Search Engine Journal.
Pinterest Rolls Out 3 Big Retargeting Changes by @DannyNMIGoodwin
Pinterest is introducing engagement retargeting to let you target users who have engaged with your pins, and adding a new tag for better retargeting.
The post Pinterest Rolls Out 3 Big Retargeting Changes by @DannyNMIGoodwin appeared first on Search Engine Journal.
5 Tricks for Getting More Engagement on Facebook Live by @dantosz
Facebook Live is a fantastic way to engage with your audience, but how do you make the most of it? This post shows you how to increase engagment on live video.
The post 5 Tricks for Getting More Engagement on Facebook Live by @dantosz appeared first on Search Engine Journal.
Latest Search Market Share Numbers: Google Search Down on Desktop, Up Overall by @SouthernSEJ
Google’s share of the US desktop search market is not just stagnating, it is now on the decline. However, its overall search share is going up.
The post Latest Search Market Share Numbers: Google Search Down on Desktop, Up Overall by @SouthernSEJ appeared first on Search Engine Journal.
A Guide to Blog Post Planning
If you are serious about blogging, you should make a plan for your content. Here are five important pointers that will help you to create a blog post plan.
The post A Guide to Blog Post Planning appeared first on Search Engine Journal.
3 Steps to Simpler Marketing Analytics by @littlemisslord
Every smart marketer on the planet gets just how important data is in marketing. But do you know how to analyze your marketing data?
The post 3 Steps to Simpler Marketing Analytics by @littlemisslord appeared first on Search Engine Journal.
Hacking the Facebook Newsfeed Algorithm: 5 Ways to Recover Organic Reach by @LarryKim
Let's meet your new weapons – the five crazy hacks that will help you do what's said to be impossible: hack the Facebook newsfeed algorithm.
The post Hacking the Facebook Newsfeed Algorithm: 5 Ways to Recover Organic Reach by @LarryKim appeared first on Search Engine Journal.
11 Common (and Avoidable!) Content Marketing Mistakes, As Explained by Memes
Question: How do you get better at content marketing?
Answer: You learn from your mistakes.
Follow-up Question: What’s even better than learning from your mistakes?
Answer: Learning from other people’s mistakes.
If you’re looking for bad content marketing, it’s a buyer’s market. Every brand is a publishing company now. Some are doing amazing work. Most are…not so much.
While bad content may not be of value to its target audience, it definitely is useful for content marketers looking to improve.
I know it’s no fun thinking about the (sometimes costly) mistakes content marketers make. And I definitely don’t want anyone to feel bad who has made these mistakes in the past. We’re not here to shame anyone; we’re here to do better.
So to lessen the negative emotional impact of these harsh lessons, I’m enlisting some of my favorite memes to help teach them.
11 Common Content Marketing Mistakes and How to Avoid Them:
#1: The Random Act of Content
The Mistake: Content without strategy is like a baby deer on a frozen lake: lots of motion, but no progress. Yet many marketers are still slip-sliding around.
Don’t make me quote the B2B Benchmarks stats again, people. You know it’s true. A majority of marketers are creating and releasing content that serves no immediate purpose, has no measurable goal, and is not part of a larger whole.
How to Avoid It: First, it’s important to recognize that it is possible to directly measure the effectiveness of content marketing. Then, before you create a single new piece of content, create a content strategy that features concrete goals and the metrics you will measure to evaluate progress.
#2: The Lightweight
The Mistake: The old-school content strategy was to go broad and shallow. Copywriters would churn out 250-500 words on any topic their audience conceivably could be searching for. It didn’t matter if the content delivered on the headline’s promise—what mattered was driving traffic.
That’s a tactic that won’t fly anymore. Search engines are evaluating the quality of the copy, and the way readers react to it, to determine rankings.
How to Avoid It: Focus on the few topics that are of greatest interest to your highest-value reader. Don’t worry about attracting the attention of thousands of people who will hit your content and bounce—create something valuable for the dozens who will read it and buy.
#3: The Island
The Mistake: Even the most in-depth piece of content is unlikely to address every aspect of a topic. Yet marketers still publish content without a single link to a related post, or suggestions for further reading. The more time customers spend on site, the more likely they are to take a next step with your company. So it’s worth giving them a reason to stay.
How to Avoid It: As you write, look for opportunities to crosslink the reader to other valuable content. For example, that content strategy link up in the first entry leads to another blog post. It’s relevant, it’s useful, and it entices the reader to stick around.
#4: The Enstuffening
The Mistake: Until recently, SEO was built around keywords. You find the word or phrase your audience might use, then stuff it in as many times as you can make it fit. As with lightweight content, it worked for a while—but no one was really happy with the arrangement.
How to Avoid It: Search engines are now far more concerned with user behavior than keywords. Bake in your SEO by writing informative content that answers the reader’s question. You can start with a keyword, but use it as a jumping-off point to create content that resonates.
#5: The Sloppy Joe
The Mistake: As publishing content gets more and more simple, it’s easy to sidestep the gatekeepers of language, spelling and grammar.
That’s a good thing overall, but can lead to beautifully-designed assets marred by typos, or blog posts with phrases so convoluted they’re impossible to parse. Sloppy copy can damage your brand’s credibility and cause readers to bounce.
How to Avoid It: Treat every bit of content you create, regardless of the channel or format, as though it were a multinational ad with millions of dollars behind it. Even if it’s a post for your personal blog or your LinkedIn Profile. If you don’t have the patience (or a patient friend) to edit, these tools can help.
#6: The Great Wall of Text
The Mistake: We were trained early on to write in big blocks of text. The problem is, big blocks of text are torturous to read on a screen—especially on a small mobile device.
How to Avoid It: Optimize your text for digital consumption (which sounds like a disease, but means “reading stuff on a screen”). Use paragraph breaks every 2-3 sentences, wherever there would be a logical pause. Like here:
Include headers to provide a skimmable set of highlights for your piece as well. Readers will check out the headers before they decide to commit to reading the whole thing. If you don’t have these signposts, the reader will frequently opt out.
#7: The Eye Exam
The Mistake: Repurposing content is a fantastic habit to get into (more on that later). But sometimes what works in one format doesn’t quite work in another.
The slides from your presentation looked great on a 10-foot screen, but on SlideShare they’re illegible. Or the infographic you made looks awesome—until it’s compressed into a tiny window on your blog.
How to Avoid It: Make sure to adapt content rather than just putting it in a new wrapper. You can use those presentation slides to inform a new SlideShare presentation, for example, with less text, more visual interest, and a firm CTA to your blog.
#8:The Post and Pray
The Mistake: So you create an amazing content asset that speaks directly to your audience’s needs. You promote it on your social channels and optimize it for search. Then you wait for the likes and shares to come pouring in…and you wait. And wait.
How to Avoid It: It’s no secret that social platforms are increasingly pay-to-play. It’s simply not enough to rely on organic sharing and search—if you believe in the content, it’s worth putting a few dollars behind it. Start with the channel your audience uses the most, make a minimum investment, and optimize from there.
#9: The Authority Gap
The Mistake: You know that you’re a reliable resource for your content. So you naturally expect your audience to find you credible, too. Unfortunately, your target audience may not yet know how trustworthy you are.
How to Avoid It: There are plenty of ways to add credibility to content. Cite statistics from a respected industry source. Curate quotes from trusted individuals in your field (and don’t forget to let them know you quoted them). Even better, reach out to influencers to co-create content.
#10: The One and Done
The Mistake: After pouring blood, sweat, tears and coffee into a great piece of content, it’s easy to publish it, forget about it, and move on. You may check to see if it’s gaining traction, but in general, you’re so over it. It’s an understandable attitude that leads to a lot of wasted content potential.
How to Avoid It: Repurpose your content by personalizing it for a different audience, changing the format, refreshing the stats, and more. Roll several pieces into an eBook. Turn the eBook into a SlideShare presentation (with legible text). Your content can find a new audience with every iteration.
#11: The Maze of Gates
The Mistake: A potential customer sees a promising headline for what looks like a fun, entertaining read. They click through—only to see a subscription pop-up before they can start reading. Or a contact form for a download. They’re not ready to make a commitment, so they bounce.
How to Avoid It: Many smart marketers are experimenting with 100% ungated content. Whether that strategy would work for you depends on your audience. Regardless, it’s important to have plenty of top-of-funnel ungated content to pull in casual readers. Entertain them, offer value, then ask for a next step.
Even the Greatest Make Mistakes
If you’re currently making any of these mistakes, good news! That means you have some untapped potential to unleash. Use these as a checklist for making your marketing more effective.
If you have successfully avoided all eleven of these, congratulations! Your next move is harder: You get to go out and make all new mistakes that we all can learn from. I’ll be failing and learning right along with you.
What was your most educational marketing mistake? Tell me your story in the comments.
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© Online Marketing Blog - TopRank®, 2016. | 11 Common (and Avoidable!) Content Marketing Mistakes, As Explained by Memes | http://www.toprankblog.com
The post 11 Common (and Avoidable!) Content Marketing Mistakes, As Explained by Memes appeared first on Online Marketing Blog - TopRank®.
Tuesday, 30 August 2016
New Updates for Google+ Rolling Out to All Users by @SouthernSEJ
Google is rolling out a redesign and several brand new features to Google+.
The post New Updates for Google+ Rolling Out to All Users by @SouthernSEJ appeared first on Search Engine Journal.
Google’s Interstitials Penalty to Affect AdSense Page-level Ads? by @SouthernSEJ
There has been some confusion as to whether or not AdSense Page-level ads will be affected by Google's upcoming mobile interstitials penalty.
The post Google’s Interstitials Penalty to Affect AdSense Page-level Ads? by @SouthernSEJ appeared first on Search Engine Journal.
Serpstat: A Multi Tool for SEO Specialists and Marketers by @sejournal
Serpstat provides an all-in-one SEO platform that offers a complete solution for all your SEO needs.
The post Serpstat: A Multi Tool for SEO Specialists and Marketers by @sejournal appeared first on Search Engine Journal.
Are You Missing This Vital Ingredient in Your Content Strategy? by @KathrynAragon
One of the least talked about, but most critical, element of a strong content marketing plan is focus. It’s time we get back to the basics.
The post Are You Missing This Vital Ingredient in Your Content Strategy? by @KathrynAragon appeared first on Search Engine Journal.
10 Lessons Web Entrepreneurs Can Learn From Brick and Mortar Businesses by @IAmAaronAgius
Brick and mortar retail is a fairly complex business. But if you study what they excel in, you can make changes that improves online conversions.
The post 10 Lessons Web Entrepreneurs Can Learn From Brick and Mortar Businesses by @IAmAaronAgius appeared first on Search Engine Journal.
10 Free On-Demand Webinars Every Marketer Should Check Out
Everything in the digital marketing world seems to move at light speed. And like most things in life, just when you think you have it all figured out, everything changes.
As a result, we marketers need to stay sharp, flexible and inspired. We need to make a concerted effort to stay on top of industry news and trends in order to grow our brands and keep pace with the competition. We need to be lifelong learners—and on-demand webinars can be incredible tools to help us do all this and more.
Not only do on-demand webinars help you learn new things and refine your skill set, but because they’re archived events you can listen and learn at your own pace and on your own schedule.
But with literally thousands of on-demand webinars out there, where do you start?
My best advice would be to target your most immediate learning needs and move on from there. From SEO and content to email and social media, below is a compilation of 10 free on-demand webinars that could be a great starting point.
Content Marketing
#1 – How to Be the Best Answer in Marketing: What We Learned from Analyzing 600K Posts
BuzzSumo
TopRank Marketing CEO Lee Odden joins BuzzSumo’s Steve Rayson for a webinar to discuss what it takes to be the best answer for your audience—whenever and wherever they’re searching.
You’ll learn:
- The benefits of answer posts
- How to identify customer questions
- What it takes to be the best answer
- The best answer formats
- 10 elements of a good answer post
#2 – Republishing: How to Earn Greater Value from the Content You Create
Moz
You’re publishing great content. But are you getting all the value you can out of that content? In this hyper-tactical Mozinar, Moz founder Rand Fishkin “will show marketers which channels and processes may be useful depending on the types of content they create and are re-purposing.”
Get more details or register to watch.
Influencer Marketing
#3 – Secrets of B2B Content Marketing Success with Influencers
Uberflip and TopRank Marketing
Influencer marketing is a hot topic in the marketing world these days. TopRank Marketing’s Lee Odden joins Uberflip’s Hana Abaza for this webinar dedicated to helping B2B marketers create better better content that gets shared more often, reaches more prospects and grows their influencer network.
You’ll learn:
- How to identify, qualify and recruit the right influencers
- How to use the ‘Attract, Engage, Convert’ model for influencer and content performance optimization
- Best and worst practices when working with influencers on an ongoing basis
Get more details or register to watch.
#4 – Team Up With Social Media Influencers
Cision
Social media and influencer marketing are two powerful digital marketing tactics. But what happens when they work together? Cision’s Natalia Dykyj and Stacey Miller walk you through how to use social media to build mutually-beneficial relationships with the influencers your audience trusts.
You’ll learn how to:
- Grow closer to your audience by targeting key influencers
- Identify relevant contacts using the right tools
- Build rapport with social media best practices
- Get on influencers’ radars by engaging across mediums
Email Marketing
#5 – Email Marketing Tips, Tricks and Trends from Brands Winning The Inbox
Content Marketing Institute
While email marketing is one of the oldest digital marketing tactics, it’s still one of the most effective when it’s done right. Content Marketing Strategist Jamie Bradley, of email marketing software company Emma, and CMI’s Joe Pulizzi team up in this webinar to get your creative juices flowing.
You’ll learn:
- How to craft signup forms, subject lines, and CTAs that actually convert
- How to combine automation and dynamic content for a more personal content strategy
- How top brands create a cohesive experience from their website to the inbox—and back again
Get more details or register to watch.
SEO
#6 – The Future of Search Engine Optimization: 5 Ways to Adapt Your Content for 2016
Content Marketing Institute
Evolution in search engines means an evolution in how marketers optimize their content for search. This webinar featuring CMI’s Joe Pulizzi and Co-founder & Strategic Director of Orbit Media Andy Crestodina, will walk you through the five most important actions for aligning your efforts with the future of SEO.
You’ll learn:
- How to target topics, not just phrases (Semantic Search)
- How to incorporate natural language into your content (Voice Search)
- How to make visitors happy in ways that make Google happy (User Interaction Signals)
- How to build a network that builds your links (Domain Authority)
- How to adapt to Google’s Quality Rater Guidelines (Content and Design)
Get more details or register to watch.
Social Media Marketing
#7 – 10 Steps to Make Your Social Media Marketing Strategy Rock
Marketo
Two of Marketo’s Social Media rockstars, Lisa Marcyes and Scott Minor, lead learners through the latest advancements in social media and give tips for leveraging each platform in a way that hits the right notes with your audience. The hour-long webinar can be watched with commentary and also has a SlideShare version to make it easy to download and reference in the future.
You’ll get tips for:
- Leveraging social media to drive engagement with your audience
- Incorporating social media marketing into every stage of the buyer’s journey
- Effectively measuring social media marketing to determine real business ROI
#8 – Video Goes Social: Why Video Marketing Matters—and How to Do It Right
Hootsuite
The visual nature of the human species has never been more evident than it is right now. As a result, videos are booming on social media channels right now. This Hootsuite webinar features a great lineup of speakers including: Paul Gillooly, Monster’s Director of Digital Communication and Social Media, social media thought leader Mari Smith, and Hootsuite’s own Senior Director of Growth Marketing & Education Cameron Uganec.
You’ll learn:
- Why you need to move to a video-centric mindset for your social strategy
- Effective ways to create (and find) engaging video content to share
- How other brands are using video successfully—and what you can learn from their results
Get more details or register to watch.
Analytics
#9 – The Future of Marketing ROI—30 Minutes to Understand the Future of Marketing Analytics
Nielsen
If you’re looking to discover the best way to measure the return on your marketing efforts, this webinar from Nielsen is for you. In this webinar, marketing analytics expert Josh Kowal shares findings from the Digital Media Consortium II and Nielsen’s perspective on the present and future of marketing ROI analytics.
Get more details or register to watch.
Digital Advertising
#10 – How To Qualify Your PPC Traffic & Increase Conversions
Unbounce
In this webinar from Unbounce, PPC leader Brad Geddes explains how to optimize your AdWords campaigns to drive the most qualified leads possible to your landing pages.
You’ll learn:
- How to optimize your ads by device
- What ad testing metrics you should use
- How to test with very little data
- How to test ads and landing pages at the same time
Get more details or register to watch.
The Takeaway: Choose to Learn
The major takeaway here is that in order to be a successful marketer, ongoing learning is key—and there are thousands of webinars out there that are ready and waiting to be watched. As New York Times best-selling author Brian Herbert wrote: “The capacity to learn is a gift; The ability to learn is a skill; The willingness to learn is a choice.”
Choose to learn, marketers. You’ll feel energized, confident and inspired.
Is there an on-demand webinar that you would recommend to other marketers? Share your suggestions and thoughts in the comments section below.
Gain a competitive advantage by subscribing to the
TopRank® Online Marketing Newsletter.
© Online Marketing Blog - TopRank®, 2016. | 10 Free On-Demand Webinars Every Marketer Should Check Out | http://www.toprankblog.com
The post 10 Free On-Demand Webinars Every Marketer Should Check Out appeared first on Online Marketing Blog - TopRank®.
SEJ Staff Picks Favorite #MarketingNerds Episodes
To celebrate the 100th episode of Marketing Nerds, we rounded up the favorite episodes of the SEJ Team. Join us as we take a look back at our past episodes.
The post SEJ Staff Picks Favorite #MarketingNerds Episodes appeared first on Search Engine Journal.
Monday, 29 August 2016
Google Updates Schema Guidelines for Local Business Reviews by @SouthernSEJ
Google has made a number of notable updates to its Schema guidelines with respect to how local businesses can markup the reviews they receive.
The post Google Updates Schema Guidelines for Local Business Reviews by @SouthernSEJ appeared first on Search Engine Journal.
#SEJThinkTank Recap: SEO in a Mobile World by @megcabrera
Last August 24, CircleClick's Anne Ahola Ward joined SEJ Think Tank to talk about about the latest trends and developments in mobile SEO.
The post #SEJThinkTank Recap: SEO in a Mobile World by @megcabrera appeared first on Search Engine Journal.
SEJ Wrap-Up: Must Read- SEJ’s Complete Guide to Keyword Research by @megcabrera
In this week’s wrap-up, Roger Montti gives a guide to keyword research, and SEJ contributor Jon Rognerud gives tips to find high-value SEO clients.
The post SEJ Wrap-Up: Must Read- SEJ’s Complete Guide to Keyword Research by @megcabrera appeared first on Search Engine Journal.
Facebook Removes Trending Topic Descriptions by @DannyNMIGoodwin
Facebook has removed descriptions from its Trending stories section. The announcement comes months after being criticized for having an anti-conservative bias.
The post Facebook Removes Trending Topic Descriptions by @DannyNMIGoodwin appeared first on Search Engine Journal.
Next SEJ ThinkTank: How to Boost Your Revenue with Cross-Channel Advertising by @dantosz
During Rocco's presentation, he will share proven strategies that will help you increase revenue streams through cross-channel advertising.
The post Next SEJ ThinkTank: How to Boost Your Revenue with Cross-Channel Advertising by @dantosz appeared first on Search Engine Journal.
What to Consider When Choosing a Marketing Automation Platform by @cynthialive
What are some of the biggest concerns and barriers for marketers and companies looking for a marketing automation platform?
The post What to Consider When Choosing a Marketing Automation Platform by @cynthialive appeared first on Search Engine Journal.
5 Ways to Improve Your Expanded Text Ads Now by @LarryKim
With Expanded Text Ads, you now have a much bigger medium to flex your PPC muscles. Here are five ways to improve your AdWords Expanded Text Ads now.
The post 5 Ways to Improve Your Expanded Text Ads Now by @LarryKim appeared first on Search Engine Journal.
10 Must-Read Content Marketing Interviews with Major Brands and Industry Experts
Content Marketing continues to drive marketing strategy for many companies and yet most companies doen’t document that strategy and continue to be challenged in created a variety of compelling content on a consistent basis.
Smart, creative and results-focused advice on content marketing that actually works is in high demand and I’m happy to say that over the past few years we’ve published just under 500 content marketing articles on topics ranging from strategy to measuring ROI. Some might say advice from an agency might be seasoned with self-interest and so we make sure to publish interviews with brand content marketing practitioners and executives.
There’s a lot of insight in those interviews and below is a list of the 10 of the most popular, featuring conversations with brands that include: MarketingProfs, Visa, Facebook, Content Marketing Institute, LinkedIn, 3M, Bank of America, Xerox, and Dun & Bradstreet. Enjoy!
1. Ann Handley, Chief Content Officer at MarketingProfs
Interview: “Writing is thinking. And for us as marketers, good writing is good marketing”
In business and in life, writing is an essential part of communications – no matter how digital, virtual and science fiction we get in our communications. That’s why Ann’s most recent book, Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content, is so timely. From Twitter to White Papers to books in print, Ann has smart, actionable advice for us all.
Takeaway: “The best content marketing isn’t about what you do or what you sell – it’s about how what that thing does for others. That’s a subtle shift, but an important one, and a hard one for companies to truly embrace.”
You can find Ann on LinkedIn and on Twitter at: @marketingprofs
2. Stephanie Losee, Head of Content at Visa
Interview: “Brands now have the freedom to speak to their audiences directly.”
In this interview Stephanie discusses the most important changes in content marketing, a content report card for brands, predictions, career advice, and insight into more cross-functional content marketing success. Oh, and she also has thoughts on what will be the ruin of Snapchat.
Takeaway: “Think about what kind of content are external audiences expecting when they visit your owned channels, both content and social? What would benefit them? Ask for data about visitors and use it to inform your first few moves. Use existing staffers and resources and get to an always-on strategy that puts customers’ needs first as fast as you can.”
You can find Stephanie on LinkedIn and on Twitter at: @slosee
3. Jonathon Colman, Product UX + Content Strategy Lead at Facebook
Interview: “Quality isn’t a definition; it’s a conversation.”
An insatiable learner (Masters in Information Science), wicked smart, focused on results, kind and thoughtful, Jonathan is definitely someone you can learn a lot from. In this interview he shares his journey from REI SEO to Content Strategist at Facebook, offering really useful tips, tools and resources along the way.
Takeaway: “Content experiences aren’t a zero-sum game, they’re not binary, and they’re not a competition between silos within an organization. When you look at the organizations who are growing sustainably year after year, most of the time you’ll see quality content and content services are a strong part of their strategy.”
You can find Jonathon on LinkedIn and on Twitter at: @jcolman
4. Joe Pulizzi, Founder of Content Marketing Institute
Interview: “Build an audience first and define products and services second.”
In this interview, Joe talks about how he found his passion for content marketing, the value and impact of goal setting, and the 6 step Content Inc model.
Takeaway: “I love content marketing because you can increase the bottom line while, at the same time, help your customers live better lives or get better jobs. Content marketing is the only kind of marketing that provides ongoing value, whether you purchase the product or not. Isn’t that what all marketers want to do?”
You can find Joe on LinkedIn and on Twitter at: @joepulizzi
5. Jason Miller, Group Manager, Global Content and Social Media Marketing at LinkedIn
Interview: “You need a plan, and you need to find what works, then scale.”
This interview focuses on Jason’s current work, about LinkedIn and his insights into making social media and content marketing hits. He also shares examples of great B2B social media and content marketing, tools, resources and even a few predictions.
Takeaway: “As a content marketer you really need to ask yourself: ‘Do you want to stand out or do you want to truly connect with your customers and prospects?’ The answer is a balance of the two.”
You can find Jason on LinkedIn and on Twitter at: @JasonMillerCA
6. Carlos Abler, Leader – Content Marketing and Strategy :: Global eTransformation at 3M
Interview: “Content culture transformation is an essential pillar of digital transformation.”
This in-depth interview with Carlos covers content marketing in general, content strategy, and how to develop a content marketing culture across a large enterprise.
Takeaway: “Content strategy is a broad concept of organizational practices for effectively managing content lifecycle; content marketing is a specific application of content to add value to an organization’s relationship with people. Content strategy enables content marketing and content marketing defines the requirements that content strategy must serve to enable it.”
You can find Carlos on LinkedIn and on Twitter at: @Carlos_Abler
7. John von Brachel, SVP, Content Marketing Executive at Bank of America
Interview: “Good content marketers need to have both left-brain and right-brain skills.”
For this post, John talked about his editorial background, how he stays current, motivating executive participation with content and a preview of his keynote and breakout session presentations at Content Marketing World.
Takeaway: “Have a compelling and consistent story to tell, one that allows you to build better relationships with your audiences. Sequence these stories to your audiences in ways that keep them connected to you and your brand over longer periods of time.”
You can find John on LinkedIn and on Twitter at: @vonbrachel
8. Jeannine Rossignol, Vice President, Marketing at Xerox
Interview: “Content is an integral component of every aspect of marketing.”
This conversation with Jeannine focused on content marketing strategy, top challenges facing content marketers, and content marketing lessons to be learned from Charlotte’s Web.
Takeaway: “A clear strategy should include who you target, what their buyer’s journey looks like, and most importantly, what are the questions they need to answer to move from one stage in the journey to the next. Every piece of content should go back to that strategy.”
You can find Jeannine on LinkedIn and on Twitter at: @j9rossignol
9. Rishi Dave, CMO at Dun & Bradstreet
Interview: “There may not be a need for more content, but there is a need for higher quality content that delivers new insights.”
Here, Rishi talks about building an inbound approach to marketing with content and the role content plays in an overall demand generation strategy.
Takeaway: “Don’t simply jump into tactics around analytics, technology, and content operations. Make sure you have something unique to say and that the organization understands what that messaging is. Until you have that, and a culture that supports it, great execution of inbound will not break through the noise.”
You can find Rishi on LinkedIn and on Twitter at: @RishiPDave
10. Michael Brenner, CEO at Marketing Insider Group
Interview: “The real question behind content ROI is, ‘why should I change what I am doing today?‘”
A first class guy and a pleasure to work with as an influencer, our discussion with Michael touches on some of the key questions marketers are trying to tackle, from developing a strategy to growing an audience to the importance of measuring content marketing performance. Michael also shares a business lesson from one of his favorite childhood stories.
Takeaway: “Content Marketing ROI is no harder than ROI for the rest of marketing. Start with a benchmark, calculate the cost of your content, place a value on the results and from there, ROI is pretty easy.”
You can find Michael on LinkedIn and on Twitter at: @BrennerMichael
There’s a lot of smarts in these content marketing interviews and I hope they have inspired you in ways that will motivate content that is better for your customers and more effective for your marketing.
The Content Marketing World conference is coming up fast and on September 8th, I will be presenting solo and participating on a panel that you might be interested in. Here are the details:
Thursday, Sept. 8 – 12:05 – 12:50pm
Optimize the ROI of Your Content Agency Investment
Solo Lunch & Learn Session (Room 1)
Thursday, Sept. 8 – 2:50 – 3:35pm
How B2B Executives Need to Strategize in the World of Content
Panel with Jennifer Harmel, Michael Brenner, Carla Johnson and Kira Modrus (Room 3)
You will also be able to see most of the content marketing smarties interviewed above at Content Marketing World. Ann, Stephanie and John are all giving keynotes and of course, Joe Pulizzi is the man behind it all.
My business partner and our agency president, Susan Misukanis (L) and our agency director of marketing, Ashley Zeckman (R) will be attending Content Marketing World as well. We hope to see you there!
If you can’t make the conference or even if you are, don’t miss a thing by watching @toprank, @smisukanis and @azeckman for tweets during the conference and Online Marketing Blog for daily liveblogging of presentations.
Disclosure: We are currently providing services to LinkedIn and MarketingProfs.
Gain a competitive advantage by subscribing to the
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© Online Marketing Blog - TopRank®, 2016. | 10 Must-Read Content Marketing Interviews with Major Brands and Industry Experts | http://www.toprankblog.com
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