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Google is updating search results with a new type of featured snippet designed for queries that have multiple interpretations.
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Ask any B2B marketer about their top digital marketing challenges and one of the first answers you’ll likely receive is: Getting in front of the right audience at the right time. In fact, Ytel’s 2018 State of B2B Marketing Communications survey revealed that 55% of respondents agreed that they have a hard time getting their message and content in front of their target audience. Why is that? Well, there’s more content at buyers’ fingertips than ever before, search engines are getting in touch with their human sides, and organic visibility on social media is effectively extinct. But, let’s real talk for a minute, marketers—this is all old news. In today’s digital marketing landscape, creating meaningful connections with your audience on any channel really comes down to trust and credibility. Consumers are increasingly numb to advertising and marketing messages—and they’re actively trying to avoid it all. Last year, PageFair reported that adblocking usage had grown by 30% globally. In addition, Facebook’s recent decision to de-emphasize brand content was in response to users saying that posts from businesses, brands and media were crowding their News Feeds. However, buyers are increasingly looking to those they know and those they think they know for insights, answers and recommendations. Multiple reports have shown that somewhere around 90% of consumers trust influencers or individuals over straight branded content. In addition, according to a recent report from CMI and SmartBrief, 40% of B2B decision-makers say that credibility trumps the source of the information. This means B2B brands and marketers need to double-down on creating quality, credible content to drive marketing objectives and wins. But how? By infusing credible voices, perspectives and insights from influential sources—namely industry experts and thought leaders—into the content marketing game plan. [bctt tweet="#B2B brands & marketers need to double-down on creating quality, #crediblecontent to drive #marketing objectives & wins." username="toprank"] To highlight how creating more credible content with influencers can help your B2B brand get in front of interested buyers, create an engaging experience, and inspire action, take a look at these three examples from the TopRank Marketing playbook of successful client influencer content marketing programs.
The Results: For starters, we saw 15% more eBook downloads in the first month than the benchmark asset had in its lifetime. During the same time period, the accompanying blog content garnered over 600% more views compared to benchmarks for average blog content. Finally and without specifics available, the Introhive team reports that the program has delivered “medium to huge” marketing qualified leads (MQLs). Suffice it to say, this program leveraged credible content within influencers and research to generate substantial results. Read the full Introhive integrated influencer campaign case study.
The Results: According to Alison Munn, Social Media and Digital Marketing Lead at Cherwell: “Not only did this program meet the defined goals and objectives, but the results and process exceeded my expectations!” With this campaign responsible for 22% of new revenue for Cherwell in 2017, it was a recent winner of the B2B Marketing Exchange "Killer Content Award". You can learn more about this program in the case study video below: [embed]https://youtu.be/cUf_a7RL9NY[/embed]
The Results: For downloads, we saw a 272% increase over SAP’s established benchmark. In addition, the accompanying landing page boasted a 68% conversion rate. Lastly, organic social promotion of the content—from the brand and influencers—drove 86% of overall views and 69% of overall conversions. Read the full SAP SuccessFactors influencer-driven content campaign case study.
The post How to Succeed at B2B Content Marketing with More Credible Content appeared first on Online Marketing Blog - TopRank®.
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Google's John Mueller confirmed that there are "edge cases" in which stolen content may negatively affect a site.
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It’s that time of year again for the conference extravaganza known as Social Media Marketing World. Each year I pull together a list of influential voices that are engaging on social networks around the topic social media marketing. My goal? To help showcase speakers for people in the industry to learn from and follow.
Why are these people influential? That’s a great question. I would answer with, “Why is anyone influential?”. Because they have specific expertise that they share publicly, consistently and in a way that improves the knowledge, skills and perspectives of those who follow them.
Influence is not only popularity. Influence is the ability to affect action.
When I started out in my digital marketing career, it was thanks to connecting with some generous people that had a lot more experience than me that I was able to overcome introversion and reluctance to write and become an international keynote speaker, author and blogger with over 1.4 million words written so far. What I have learned about influence is that it is not self-assigned.
Influence is earned by being helpful, effective and relevant as well as having reach. Influence is also earned by mentoring those who are coming up in the industry. While working with influencers transfers influence by association, helping others become influential is when earned influence really skyrockets.
In this year’s list of Social Media Marketing Influencers there are many people who demonstrate this kind of helpfulness and I am encouraging those influencers as well as our community of readers to nominate up and coming social media marketing leaders. You can find more details on that at the end of the post.
About the Methodology for this List:
Specific Scope: Rather than scan the entire social web, the starting data set for this list is having been named as a speaker for the SMMW18 conference. Mike Stelzner and Phil Mershon of Social Media Examiner do an amazing job of hand picking speakers for this conference and this list is an extension of their research and expertise into finding, qualifying and recruiting over 180 social media marketing speakers.
IRM Platform Assisted: Ranking of the people in this list leverages data and algorithms from Traackr, an influencer relationship marketing platform. Unlike the vast majority of lists like this that are published online, this list considers many more data sources than just Twitter. To provide a better sample across the web, Traackr ranking can include citations and links from data sources such as blogs, publications, Twitter, Facebook, LinkedIn, YouTube, Instagram, Pinterest, and Google+.
Ranking data sources and scoring: For the ranking, this list leverages a combination of data points including:
Each of these signal sources are factored into the algorithmic ranking for identified influencers with a focus on topical relevance, resonance of message with the audience and then audience reach. The result is a combination of broad based influencers as well as individuals with a very specific focus and very high resonance and relevance scores. What I like about pulling this list together is seeing a number of new faces as well as as a variety of disciplines and specialties represented.
This list of 50 industry experts speaking at Social Media Marketing World is worth checking out as you plan which presentations to see, who to follow online and who to meet.
Kim Garst @kimgarst
Live Streaming Strategist, Social Selling Pro, Keynote Speaker at Boom! Social
Presenting: How to Make Money With Live Video
Donna Moritz @sociallysorted
Digital Content Strategist, International Speaker, Visual Content Strategist at Socially Sorted
Presenting: Tips and Tools for Visual Storytelling on Instagram
Brian Fanzo @isocialfanz
Founder and CEO at iSocialFanz
Presenting: Facebook Strategy in Light of the Facebook Apocalypse
Koka Sexton @kokasexton
Advisor, SenderGen
Presenting: How to Turn LinkedIn Into a Funnel for New Leads
Madalyn Sklar @madalynsklar
Social Media and Digital Marketing Strategist, Blogger, Podcaster
Presenting: How to Up Your Twitter Game With Smart Tools
Dan Gingiss @dgingiss
Vice President, Strategic Group at Persado
Presenting: Why Social Media is Key to the Customer Experience
Ian Anderson Gray @iagdotme
Co-founder at Select Performers Internet Solutions
Presenting: How to Create Your Killer Live Video Show: Tools and Tips
Jeff Sieh @jeffsieh
Pinterest Manager at Social Media Examiner
Presenting: Visual Marketing for Non-Designers: Tips, Tricks, and Hacks
Viveka Von Rosen @linkedinexpert
LinkedIn and Personal Branding Expert, Co-founder and Chief Visibility Officer at Vengreso
Presenting: How to Best Use LinkedIn Native Video in Your Marketing
Neal Schaffer @NealSchaffer
CEO at Maximize Your Social
Presenting: How Brands are Breaking Through to Generate Results on LinkedIn
Josh Elledge @joshelledge
Founder at upendPR
Presenting: How to Get Traditional Media Exposure Using Social Media
Robert Rose @robert_rose
Founder at The Content Advisory & Chief Strategy Advisor at Content Marketing Institute
Presenting: Becoming an Audience First Company: How to Understand and Measure the Most Valuable Asset in Your Business
Gini Dietrich @ginidietrich
Chief Executive Officer at Arment Dietrich
Presenting: Crisis Communications: Tips From the Trenches
Carlos Gil @CarlosGil83
Founder, Gil Media Co.
Presenting: Snapchat Ads: How-to Use Snapchat’s Full Service Ad Platform
Darren Rowse @problogger
Founder and Keynote Speaker at ProBlogger
Presenting: 10 Things I Wish I’d Known about Blogging That Will Shortcut the Growth of Your Blog
Mark Schaefer @markwschaefer
Executive Director at Schaefer Marketing Solutions
Presenting: 10 Mind-Bending New Ideas for Our Social Media Marketing Future
Tamara McCleary @tamaramccleary
CEO at Thulium.co
Presenting: Innovating Your Way to Strong Social Media ROI
Mark Mason @masonworld
Quality Manager, Interface Products at Texas Instruments
Presenting: How to Make Your Podcast Stand Out: Tips from the Trenches
Rebekah Radice @rebekahradice
Founder at RadiantLA
Presenting: How to Make Visual Content Your Social Media Secret Weapon
Brooke B. Sellas @madsmscientist
Founder & Chief Executive Officer at B Squared Media
Presenting: Organizing for Social Success: Insource? Outsource? No Source?
Tyler Anderson @tylerjanderson
CEO / Founder at Casual Fridays
Presenting: Winning With Influencer Marketing: What Top Brands are Doing Now
Samantha Kelly @tweetinggoddess
Owner of Women’s Inspire Network
Presenting: How to Convert Twitter Conversations Into Customers
Ian Cleary @iancleary
Founder at RazorSocial
Presenting: 9 Content Marketing Tools to Drive More Traffic to Your Website
Mari Smith @marismith
Keynote Speaker, Brand Evangelist, Bestselling Author
Presenting: The Future of Facebook: What Marketers Need to Know for 2018 and Beyond
Mike Stelzner @mike_stelzner
CEO and Founder at Social Media Examiner
Presenting: Social Media Marketing in 2018: What the Newest Research Reveals
Andy Crestodina @crestodina
Strategic Director at Orbit Media Studios
Presenting: Building Better Mousetraps: A Content-Driven Approach to Conversion Optimization
Bernie Borges @bernieborges
Advisory Board Member at OneMob
Presenting: The Secrets to Getting Employees to Engage on Behalf of Your Brand
Alex Khan @1alexkhan
CEO at Attractive Media GmbH
Presenting: Mass Seduction: Proven Techniques to Engage and Build Your Audience
Peg Fitzpatrick @PegFitzpatrick
Director of Social Media + Marketing at Kreussler
Presenting: How to Use Pinterest to Drive Long Term Traffic
Chris Penn @cspenn
Vice President of Marketing Technology at SHIFT Communications
Presenting: Seeing Into the Future: Predictive Analytics for Social Marketers
Michael O’Neal @inmikeswords
Host of The Solopreneur Hour Podcast
Presenting: Becoming an Interview Master and How it Can Massively Grow Your Podcast or Livestream
Brian Solis @briansolis
Principal Analyst at Altimeter Group
Presenting: The Past, Present and Future of Social Media
Park Howell @parkhowell
Founder and President at Park&Co
Presenting: How to Invest in Brand Storytelling to Earn the Greatest Return
Nicky Kriel @nickykriel
Social Media Consultant & Social Media Strategist at Nicky Kriel Social Media
Presenting: How to Use Twitter Data to Improve Your Content Marketing
Melanie Deziel @mdeziel
Brand Strategy Consultant and Speaker at Mdeziel Media
Presenting: 5 Branded Content Best Practices From the World of Journalism
Andrea Vahl @andreavahl
Social Media Consultant at Andrea Vahl
Presenting: Facebook Ads Strategy for Small Businesses
Jay Baer @jaybaer
Founder at Convince & Convert
Presenting: How to Prove Social Media Works to Skeptical Managers
Steve Dotto @dottotech
President at Galileo Consulting and Producer of Dotto Tech
Presenting: YouMake YouFortune on YouTube: Making Money on YouTube
Ann Handley @marketingprofs
Chief Content Officer at MarketingProfs
Presenting: Creating Better Content in Less Time: 5 Real-World Writer Secrets
Lee Odden @leeodden
CEO at TopRank Marketing
Presenting: How Content Plus Influence Equals Results: The Confluence Equation
Guy Kawasaki @GuyKawasaki
Chief Evangelist at Canva
Presenting: Achieving Social Media Success by Defying Conventional Wisdom
Shaun McBride @Shonduras
Owner Esports/Shonduras Inc
Presenting: How to Influence Influencers: The Creative Process
John Jantsch @ducttape
President at Duct Tape Marketing
Presenting: How to Grow a Highly Profitable Consulting Practice Without Adding Overhead
Jessika Phillips @jessikaphillips
Relationship Marketing Evangelist, President at NOW Marketing Group
Presenting: Relationship ROI: How to Grow Your Business by Focusing on Repeat and Referral Relationships
John Lee Dumas @johnleedumas
Host of the EOFire Podcast
Presenting: How to Grow Your Podcast Audience and Fuel Your Business
Roberto Blake @robertoblake
Owner at Create Awesome Media
Presenting: Mastering and Measuring YouTube Analytics for Video Marketing
Shep Hyken @Hyken
Chief Amazement Officer and Owner, Customer Service Speaker and Expert at Shepard Presentations
Presenting: How to Turn Social Customer Service Into a Marketing Strategy
Jasmine Star @jasminestar
Owner at Jasmine Star Photography
Presenting: How to Create 30 Days of Instagram Content in a Single Day
Bryan Kramer @bryankramer
Keynote Speaker, Emcee and Event Host at PureMatter
Presenting: How to Humanize Your Social Brand for Better Conversions
Brian Peters @brian_g_peters
Digital Marketing Manager at Buffer
Presenting: How to Build and Maintain an Authentic Community on Instagram
If you want to follow all 50 of these fine folks, then check out the speaker list on the SMMW18 conference schedule page.
What about non-digital influence?
I think this is a great question because not everyone that is influential (especially in the B2B world) spends as much time tweeting, blogging and posting Instagram photos as many of the influencers listed above do. And yet they are highly influential.
For example, here are several more speakers that are pretty influential to me, even though they are not on the list above: Amisha Gandhi (client), Beverly Jackson, Brian Clark, Chris Brogan, Konnie Alex (client), LaSandra Brill, Shannon Paul, Tim Washer, and Ursula Ringham to name a few.
Suffice it to say, I think when you are deciding on which influencers to work with, it’s important to get out of the digital bubble and consider offline-specific influencers as well – especially in B2B.
These are some of the most common topics that come up through my agency’s influencer content marketing consulting with brands like Dell, SAP, LinkedIn, 3M and even mid-market companies like DivvyHQ or Cherwell Software. I’ll be tackling these questions and more in my presentation at Social Media Marketing World 2018. Here are the details:
How Content Plus Influence Equals Results: The Confluence Equation
Thursday, March 1st at 4:10pm Room: 32AB
Content marketing and influencer marketing are hot topics for marketers all over the world as two of the most promising strategies for attracting, engaging and converting ideal customers. But how do you find the right influencers? What kind of content should you collaborate on? How do you best measure influencer and content success? Join Lee Odden to learn from his experience working with brands big and small to develop efficient and effective formulas for influencer content success.
I hope to see you there!
I know some folks are feeling left out and others would have added other social media marketing speakers to this list. Lists are exclusive by nature, but I think it would be amazing for the experts on this list as well as our readers would nominate up and coming industry social media marketing pros that are consistently providing useful expertise, leadership and engaging with their communities.
Please leave full name, title, company and Twitter handle (or other social profile) of your nominee in the comments. I will follow this list up with a People’s Choice style list of Rising Social Media Stars after the conference.
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© Online Marketing Blog - TopRank®, 2018. | 50 Social Media Marketing Influencers to Learn From in 2018 #SMMW18 | http://www.toprankblog.com
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On the Lighter Side Red Stripe Says That, Whatever the Cost, It Will Buy a New Bobsled for Jamaica - AdWeek TopRank Marketing (And Clients) In the News: Steve Slater - Your M-Commerce Deep Dive: Data, Trends and What’s Next in the Mobile Retail Revenue World - Big Commerce Lee Odden - Better Than Bonuses: 4 Motivators That Matter More Than Money - Workfront We'll be back next week with more top digital marketing news! If you need more in the meantime, follow @toprank on Twitter or subscribe to our YouTube channel.
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Google's John Mueller offers good news for web publishers concerned about why Google crawls 404 and 410 pages.
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Google has confirmed that a significant number of sites will be migrated to the mobile-first index within weeks.
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