50 Top B2B Content Marketing Influencers To Follow in 2021 #CMWorld

2020 CMWorld 50 Content Marketing Influencers

2020 CMWorld 50 Content Marketing Influencers

The all-virtual Content Marketing World 2020 is upon us. As the largest content marketing conference in the world, CMWorld brings together a stellar array of talented professionals who are loaded with curiosity for future trends, marketing knowledge, and aspirations for new successes in the post-pandemic world. For the past 12 years leading marketers from all over the world have gathered in Cleveland, Ohio for one of the world’s strongest content marketing events, and for this unusual year Content Marketing World is entirely virtual.

Readers of our blog know we have a long history with the conference starting at the beginning, with 10 years of speaking and attending along with seven years of partnering with the Content Marketing Institute to develop speaker and influencer content marketing campaigns.

A TopRank Marketing tradition that has been imitated in recent years but never truly duplicated is our annual list of content marketing experts ranked according to their social influence, a helpful compilation derived from the hundreds of excellent #CMWorld 2020 speakers.

List Methodology: For this list we utilize the Traackr influencer marketing platform to filter the content marketing experts who are speaking at the current year’s Content Marketing World conference using a large number of criteria including the relevance of the individuals to the topic, the degree to which their networks engage, the size of their networks, and other factors. Online data is pulled from blogs, Twitter, Facebook, YouTube, Instagram, LinkedIn and other platforms.

The focus topic in question is most definitely “content marketing,” and everyone included on this list is:

  • A speaker at #CMWorld 2020
  • Ranked in the top-50 for “content marketing” according to relevance, resonance, reach and audience metrics

CMWorld 2019 Influencer network

People always thank me for including them in these lists and there’s no thanks to be given other than to the people who worked hard sharing useful knowledge about content marketing to their social channels, in blogs, videos, podcasts, and online in general.

Many thanks go to all the people who are actively sharing knowledge about content marketing by engaging and helping others with helpful opinions, insights and expertise on the social web. This list is only a starting point to help expand your content marketing universe.

In this year’s list there are familiar faces and quite a few new entries. We plan to learn new lessons from these 50 content marketing influencers and hope you’ll do the same throughout the rest of the year and into 2021 and beyond.

50 Content Marketing Influencers Speaking at CMWorld 2020

JuliaMcCoy

Julia McCoy @JuliaEMcCoy
CEO, Express Writers
Presenting: How to Build an Online Audience Through Powerful, Consistent Search Optimized Content Creation

ChrisPenn

Christopher Penn @cspenn
Co-Founder & Chief Data Scientist, Trust Insights
Presenting: Practical Applications of AI in Content Marketing

LeeOdden

Lee Odden @leeodden
CEO, TopRank Marketing
Presenting: Influencer Marketing Unleashed: Top Tactics for Success from Global B2B Brands

MichaelBrenner

Michael Brenner @BrennerMichael
Content Marketing Agency CEO & CMO Influencer, Marketing Insider Group
Presenting: Content Optimization & Distribution Strategies – Mapping Content to the Buyer Journey (and ROI)

Pam Didner

Pam Didner @PamDidner
Author, Founder & VP of Marketing, Effective Sales Enablement
Presenting: 3 Trends You Can’t Ignore As a Content Marketer
Presenting: Ask Me Anything With Pam Dinner

ChristophTrappe

Christoph Trappe @CTrappe
Chief Content & Marketing Officer, The Authentic Storytelling Project
Presenting: How to Make Sure Your Company Ranks in Voice Search

Ann-Handley

Ann Handley @MarketingProfs
Chief Content Officer, MarketingProfs
Presenting: Ask Me Anything With Ann Handley
Presenting: Precedented: 5 Principles of the Last Chaotic 10 Months That Are the Very Key to Content Marketing Success in the Next 10 Years

Viveka-Von-Rosen

Viveka Von Rosen @LinkedInExpert
Co-Founder & Chief Visibility Officer, Vengreso
Presenting: Ask Me Anything With Viveka von Rosen
Presenting: Why Your B2B Sales Force Should Be Your Greatest Content Distribution Channel

Bernie Borges

Bernie Borges @bernieborges
Chief Customer Officer, Vengreso
Presenting: How to Develop an Account Based Podcasting Content Plan that Drives Revenue

RobertRose

Robert Rose @Robert_Rose
Chief Strategy Advisor, Content Marketing Institute
Presenting: Architecting Desire: A New Strategy for Content Marketing for the Next Ten Years
Presenting: Ask Me Anything With Robert Rose
Presenting: Content Marketing 101 – Let’s Begin
Presenting: Content Marketing Strategy For Agencies – How To Create, As Well as Deliver, Content Marketing Strategy To Clients
Presenting: Welcome to Content Marketing World 2020

Dennis Shiao

Dennis Shiao @dshiao
Marketing Consultant, Attention Retention
Presenting: The Magic of Meetups: How to Use Meetups to Build Community, Drive Brand Engagement and Inform a Content Marketing Strategy

Erika Heald

Erika Heald @SFerika
Marketing Consultant, Erika Heald Consulting
Presenting: Content Marketing for Marketing Agencies: Make Your Services Sing

Melanie-Deziel

Melanie Deziel @mdeziel
Chief Content Officer, StoryFuel
Presenting: Ask Me Anything With Melanie Deziel
Presenting: More Brain, Less Storm: The Power Of The Creative Process

Andrea-Fryrear

Andrea Fryrear @AndreaFryrear
Agile Marketing Coach & Trainer, Co-Founder, AgileSherpas
Presenting: Persistently Agile: Why the Key to High Performance Marketing Lies with People Not Projects

Jay-Baer

Jay Baer @jaybaer
Founder, Convince & Convert
Presenting: Ask Me Anything With Jay Baer
Presenting: Courageous Content: 6 Ways to Get Noticed Amidst the Noise

Jay Acunzo

Jay Acunzo @jayacunzo
Founder, Marketing Showrunners
Presenting: Start Here: How to Make Things that Make a Difference by Changing How You Begin

Andy-Crestodina

Andy Crestodina @crestodina
Co-Founder & CMO, Orbit Media Studios
Presenting: Google Analytics for Content Marketers: How to Optimize Content for Traffic and Conversions
Presenting: SEO Workshop

A. Lee Judge

A. Lee Judge @ALeeJudge
Co-Founder & CMO, Content Monsta
Presenting: Ask Me Anything With A. Lee Judge
Presenting: Be Content

JonathanCrossfield

Jonathan Crossfield @Kimota
Content Writer & Storyteller, Freelance
Presenting: Show Your Work: How to Become a Fact-Checking Pedant (and Why You Should)
Presenting: The Content Marketing Diamond Model for Small Businesses and Entrepreneurs

Kathy-Klotz-Guest

Kathy Klotz-Guest @kathyklotzguest
Founder, Keeping It Human
Presenting: Fearless Content Teams: Creating a Safe Place for Unsafe Ideas

Joe Pulizzi

Joe Pulizzi @JoePulizzi
Founder, Content Marketing Institute
Presenting: Ask Me Anything With Joe Pulizzi
Presenting: Keynote – Where Do We Go from Here? Disney, Diversification & The New Marketing Business Model

Brian-Fanzo

Brian Fanzo @iSocialFanz
Virtual Keynote Speaker, iSocialFanz
Presenting: What Podcasting & TikTok Can Teach Us About Creating Empathetic Content!

Amy Balliett

Amy Balliett @AmyBalliett
Founder & CEO, Killer Visual Strategies
Presenting: Marketing to Gen V: Engaging the Visual Generation

RichSchwerin

Rich Schwerin @Greencognito
Senior Content Strategist, Autodesk
Presenting: The Magic of Meetups: How to Use Meetups to Build Community, Drive Brand Engagement and Inform a Content Marketing Strategy

AmandaTodorovich

Amanda Todorovich @amandatodo
Senior Director of Digital Marketing & Health Content, Cleveland Clinic
Presenting: #CMWorld Cleveland Clinic Health Summit
Presenting: The Test of Time: Long-Term Success at the Cleveland Clinic

Zari-Venhaus

Zari Venhaus @zvenhaus
Director of Corporate Marketing Communications, Eaton
Presenting: Developing Global Content for Local Audiences

Amber-Naslund

Amber Naslund @AmberCadabra
Principal Consultant, Content Solutions, LinkedIn
Presenting: Digital Doubt: Fighting Imposter Syndrome in a Hyperconnected, Content-Saturated World

Luvvie-Ajayi-Jones

Luvvie Ajayi Jones @iLuvvit
New York Times Bestselling Author & CEO, AweLuv Inc.
Presenting: Keynote

Nancy-Harhut

Nancy Harhut @nharhut
Co-Founder & Chief Creative Officer, HBT Marketing
Presenting: 10 Human Behavior Hacks that Make Your Email Crazy Effective

Andrew Davis

Andrew Davis @DrewDavisHere
Keynote Speaker & Best-Selling Author, Monumental Shift
Presenting: Ask Me Anything With Andrew Davis
Presenting: Limit Less: How Successful Brands Increase Their Revenue, Generate More Leads, and Spread Their Message in a Crowded Marketplace

Cathy-McKnight

Cathy McKnight @cathymcknight
VP of Strategy & Consulting, The Content Advisory
Presenting: Learn How to Move from Mayhem to Momentum by Building a Content Strategy
Presenting: Technology Forum: From Figuring Out Your Audience to Gaining Market Share – A Tech Company’s Guide to Effective Content Marketing

Tamsen-Webster

Tamsen Webster @tamadear
Founder & Chief Message Strategist, Find The Red Thread
Presenting: Ask Me Anything With Tamsen Webster
Presenting: Pressure Test Your Message

Val-Swisher

Val Swisher @valswisher
Founder & CEO, Content Rules, Inc.
Presenting: The Personalization Paradox

Giselle-Abramovich

Giselle Abramovich @GAbramovich
Executive Editor of Enterprise Thought Leadershhip, Adobe
Presenting: Trade Secrets: How the World’s Most Successful Content Marketers Deliver Results

Tim-Riesterer

Tim Riesterer @TRiesterer
Chief Strategy Officer, Corporate Visions
Presenting: Account Expansion: The Conversations, Content & Collaboration that Grow Customers

Sydni-Craig-Hart

Sydni Craig Hart @SydniCraigHart
CEO, Smart Simple Marketing
Presenting: Ask Me Anything With Sydni Craig-Hart
Presenting: Compelling Multicultural Marketing: What You’re Missing, What’s Working Now and How to Get Results

Ardath Albee

Ardath Albee @ardath421
Interim VP of Marketing, Modus
Presenting: Account Expansion: The Conversations, Content & Collaboration that Grow Customers
Presenting: Take a Sales Enablement Approach to RevOps
Presenting: Use Serial Storytelling to Drive Demand for Complex Solutions

Liz-Willits

Liz Willits @lizwillits
Founder, Liz Willits
Presenting: Email Automation Crash Course: How to Create Emails People Want to Read

Zontee-Hou

Zontee Hou @ZonteeHou
Head of Strategy, Convince & Convert
Presenting: Financial Services Forum

Maureen-Jann

Maureen Jann @NeoLuxeMo
Chief Marketing Strategist, NeoLuxe Marketing
Presenting: Content Marketing for Marketing Agencies: Make Your Services Sing
Presenting: The Content Marketing Diamond Model for Small Businesses and Entrepreneurs

Doug-Kessler

Doug Kessler @dougkessler
Creative Director & Co-Founder, Velocity Partners Ltd
Presenting: Let’s Steal from The World’s Most Awesome Content

Jared-Johnson

Jared Johnson @jaredpiano
Founder & Content Producer, Shift.Health Network
Presenting: #CMWorld Cleveland Clinic Health Summit

Ashley-Zeckman

Ashley Zeckman @azeckman
Senior Director, Inprela Communications
Presenting: Staying Power: How Authentic Storytelling can Transform Your Marketing from One-Hit Wonder to Lasting-Legend

Ahava-Leibtag

Ahava Leibtag @ahaval
President, Aha Media Group
Presenting: Writing with No Respect: Find Out What it Means to Me

Christine-Michel-Carter

Christine Michel Carter @cmichelcarter
Strategy Consultant, Minority Woman Marketing LLC
Presenting: Ask Me Anything With Christine Carter
Presenting: Creating Authentic Content for a $1.5 Trillion Audience

Carmen-Hill

Carmen Hill @carmenhill
Principal Content Strategist & Writer, Chill Content
Presenting: Combining Story + Structure to Create a Sustainable Content Marketing Strategy

Laura-Ramos

Laura Ramos @lauraramos
VP & Principal Analyst, Forrester Research
Presenting: Drive Your Content Transformation From The Bottom Up

Shafqat-Islam

Shafqat Islam @shafqatislam
Co-Founder & CEO, NewsCred
Presenting: Ask Me Anything with Shafqat Islam & Alex Cheeseman
Presenting: Beyond Breaking the Rules: Why Connections in Marketing Matter More Than Ever

Jennifer-Jordan-Robustell

Jennifer Jordan Robustelli @jenastelli
VP & Head of Content, USA, Babbel
Presenting: Flood The Zone! A New System For Creating Compelling Social Video

Jacquie-Chakirelis

Jacquie Chakirelis @JacquieChak
Director of Digital Strategy, Quest Digital
Presenting:

Even the best statistical analysis, no matter how deep and well-researched, can only take you so far in finding the people who you’ll consider the most helpful and influential in your daily professional marketing lives, which is why we’d love it if you’d please share the name of content marketers that influence you most in the comments section below.

To further your own content marketing expertise, here’s a bonus list of some of our best recent posts about content marketing:

If you’d like to learn more about creating a successful B2B influencer marketing campaign, you’re in luck! Our CEO Lee Odden will be presenting at Content Marketing World on the topic. Here are the details:

Tuesday, October 13th – 4:00pm – 4:30pm Eastern
Workshop with Lee Odden & Ursula Ringham, Global Head of Influencer Marketing at SAP
Influencer Marketing Unleashed: Top Tactics for Success from Global B2B Brands

We hope to see you virtually at the Content Marketing World conference, and be sure to follow us on Twitter at @toprank for real time updates during the conference.

The post 50 Top B2B Content Marketing Influencers To Follow in 2021 #CMWorld appeared first on B2B Marketing Blog – TopRank®.


Source: SEO blog

50 Top B2B Content Marketing Influencers To Follow in 2021 #CMWorld

2020 CMWorld 50 Content Marketing Influencers

The all-virtual Content Marketing World 2020 is upon us. As the largest content marketing conference in the world, CMWorld brings together a stellar array of talented professionals who are loaded with curiosity for future trends, marketing knowledge, and aspirations for new successes in the post-pandemic world. For the past 12 years leading marketers from all over the world have gathered in Cleveland, Ohio for one of the world’s strongest content marketing events, and for this unusual year Content Marketing World is entirely virtual.

Readers of our blog know we have a long history with the conference starting at the beginning, with 10 years of speaking and attending along with seven years of partnering with the Content Marketing Institute to develop speaker and influencer content marketing campaigns.

A TopRank Marketing tradition that has been imitated in recent years but never truly duplicated is our annual list of content marketing experts ranked according to their social influence, a helpful compilation derived from the hundreds of excellent #CMWorld 2020 speakers.

List Methodology: For this list we utilize the Traackr influencer marketing platform to filter the content marketing experts who are speaking at the current year’s Content Marketing World conference using a large number of criteria including the relevance of the individuals to the topic, the degree to which their networks engage, the size of their networks, and other factors. Online data is pulled from blogs, Twitter, Facebook, YouTube, Instagram, LinkedIn and other platforms.

The focus topic in question is most definitely “content marketing,” and everyone included on this list is:

  • A speaker at #CMWorld 2020
  • Ranked in the top-50 for “content marketing” according to relevance, resonance, reach and audience metrics

CMWorld 2019 Influencer network

People always thank me for including them in these lists and there’s no thanks to be given other than to the people who worked hard sharing useful knowledge about content marketing to their social channels, in blogs, videos, podcasts, and online in general.

Many thanks go to all the people who are actively sharing knowledge about content marketing by engaging and helping others with helpful opinions, insights and expertise on the social web. This list is only a starting point to help expand your content marketing universe.

In this year’s list there are familiar faces and quite a few new entries. We plan to learn new lessons from these 50 content marketing influencers and hope you’ll do the same throughout the rest of the year and into 2021 and beyond.

50 Content Marketing Influencers Speaking at CMWorld 2020

JuliaMcCoy

Julia McCoy @JuliaEMcCoy
CEO, Express Writers
Presenting: How to Build an Online Audience Through Powerful, Consistent Search Optimized Content Creation

ChrisPenn

Christopher Penn @cspenn
Co-Founder & Chief Data Scientist, Trust Insights
Presenting: Practical Applications of AI in Content Marketing

LeeOdden

Lee Odden @leeodden
CEO, TopRank Marketing
Presenting: Influencer Marketing Unleashed: Top Tactics for Success from Global B2B Brands

MichaelBrenner

Michael Brenner @BrennerMichael
Content Marketing Agency CEO & CMO Influencer, Marketing Insider Group
Presenting: Content Optimization & Distribution Strategies – Mapping Content to the Buyer Journey (and ROI)

Pam Didner

Pam Didner @PamDidner
Author, Founder & VP of Marketing, Effective Sales Enablement
Presenting: 3 Trends You Can’t Ignore As a Content Marketer
Presenting: Ask Me Anything With Pam Dinner

ChristophTrappe

Christoph Trappe @CTrappe
Chief Content & Marketing Officer, The Authentic Storytelling Project
Presenting: How to Make Sure Your Company Ranks in Voice Search

Ann-Handley

Ann Handley @MarketingProfs
Chief Content Officer, MarketingProfs
Presenting: Ask Me Anything With Ann Handley
Presenting: Precedented: 5 Principles of the Last Chaotic 10 Months That Are the Very Key to Content Marketing Success in the Next 10 Years

Viveka-Von-Rosen

Viveka Von Rosen @LinkedInExpert
Co-Founder & Chief Visibility Officer, Vengreso
Presenting: Ask Me Anything With Viveka von Rosen
Presenting: Why Your B2B Sales Force Should Be Your Greatest Content Distribution Channel

Bernie Borges

Bernie Borges @bernieborges
Chief Customer Officer, Vengreso
Presenting: How to Develop an Account Based Podcasting Content Plan that Drives Revenue

RobertRose

Robert Rose @Robert_Rose
Chief Strategy Advisor, Content Marketing Institute
Presenting: Architecting Desire: A New Strategy for Content Marketing for the Next Ten Years
Presenting: Ask Me Anything With Robert Rose
Presenting: Content Marketing 101 – Let’s Begin
Presenting: Content Marketing Strategy For Agencies – How To Create, As Well as Deliver, Content Marketing Strategy To Clients
Presenting: Welcome to Content Marketing World 2020

Dennis Shiao

Dennis Shiao @dshiao
Marketing Consultant, Attention Retention
Presenting: The Magic of Meetups: How to Use Meetups to Build Community, Drive Brand Engagement and Inform a Content Marketing Strategy

Erika Heald

Erika Heald @SFerika
Marketing Consultant, Erika Heald Consulting
Presenting: Content Marketing for Marketing Agencies: Make Your Services Sing

Melanie-Deziel

Melanie Deziel @mdeziel
Chief Content Officer, StoryFuel
Presenting: Ask Me Anything With Melanie Deziel
Presenting: More Brain, Less Storm: The Power Of The Creative Process

Andrea-Fryrear

Andrea Fryrear @AndreaFryrear
Agile Marketing Coach & Trainer, Co-Founder, AgileSherpas
Presenting: Persistently Agile: Why the Key to High Performance Marketing Lies with People Not Projects

Jay-Baer

Jay Baer @jaybaer
Founder, Convince & Convert
Presenting: Ask Me Anything With Jay Baer
Presenting: Courageous Content: 6 Ways to Get Noticed Amidst the Noise

Jay Acunzo

Jay Acunzo @jayacunzo
Founder, Marketing Showrunners
Presenting: Start Here: How to Make Things that Make a Difference by Changing How You Begin

Andy-Crestodina

Andy Crestodina @crestodina
Co-Founder & CMO, Orbit Media Studios
Presenting: Google Analytics for Content Marketers: How to Optimize Content for Traffic and Conversions
Presenting: SEO Workshop

A. Lee Judge

A. Lee Judge @ALeeJudge
Co-Founder & CMO, Content Monsta
Presenting: Ask Me Anything With A. Lee Judge
Presenting: Be Content

JonathanCrossfield

Jonathan Crossfield @Kimota
Content Writer & Storyteller, Freelance
Presenting: Show Your Work: How to Become a Fact-Checking Pedant (and Why You Should)
Presenting: The Content Marketing Diamond Model for Small Businesses and Entrepreneurs

Kathy-Klotz-Guest

Kathy Klotz-Guest @kathyklotzguest
Founder, Keeping It Human
Presenting: Fearless Content Teams: Creating a Safe Place for Unsafe Ideas

Joe Pulizzi

Joe Pulizzi @JoePulizzi
Founder, Content Marketing Institute
Presenting: Ask Me Anything With Joe Pulizzi
Presenting: Keynote – Where Do We Go from Here? Disney, Diversification & The New Marketing Business Model

Brian-Fanzo

Brian Fanzo @iSocialFanz
Virtual Keynote Speaker, iSocialFanz
Presenting: What Podcasting & TikTok Can Teach Us About Creating Empathetic Content!

Amy Balliett

Amy Balliett @AmyBalliett
Founder & CEO, Killer Visual Strategies
Presenting: Marketing to Gen V: Engaging the Visual Generation

RichSchwerin

Rich Schwerin @Greencognito
Senior Content Strategist, Autodesk
Presenting: The Magic of Meetups: How to Use Meetups to Build Community, Drive Brand Engagement and Inform a Content Marketing Strategy

AmandaTodorovich

Amanda Todorovich @amandatodo
Senior Director of Digital Marketing & Health Content, Cleveland Clinic
Presenting: #CMWorld Cleveland Clinic Health Summit
Presenting: The Test of Time: Long-Term Success at the Cleveland Clinic

Zari-Venhaus

Zari Venhaus @zvenhaus
Director of Corporate Marketing Communications, Eaton
Presenting: Developing Global Content for Local Audiences

Amber-Naslund

Amber Naslund @AmberCadabra
Principal Consultant, Content Solutions, LinkedIn
Presenting: Digital Doubt: Fighting Imposter Syndrome in a Hyperconnected, Content-Saturated World

Luvvie-Ajayi-Jones

Luvvie Ajayi Jones @iLuvvit
New York Times Bestselling Author & CEO, AweLuv Inc.
Presenting: Keynote

Nancy-Harhut

Nancy Harhut @nharhut
Co-Founder & Chief Creative Officer, HBT Marketing
Presenting: 10 Human Behavior Hacks that Make Your Email Crazy Effective

Andrew Davis

Andrew Davis @DrewDavisHere
Keynote Speaker & Best-Selling Author, Monumental Shift
Presenting: Ask Me Anything With Andrew Davis
Presenting: Limit Less: How Successful Brands Increase Their Revenue, Generate More Leads, and Spread Their Message in a Crowded Marketplace

Cathy-McKnight

Cathy McKnight @cathymcknight
VP of Strategy & Consulting, The Content Advisory
Presenting: Learn How to Move from Mayhem to Momentum by Building a Content Strategy
Presenting: Technology Forum: From Figuring Out Your Audience to Gaining Market Share – A Tech Company’s Guide to Effective Content Marketing

Tamsen-Webster

Tamsen Webster @tamadear
Founder & Chief Message Strategist, Find The Red Thread
Presenting: Ask Me Anything With Tamsen Webster
Presenting: Pressure Test Your Message

Val-Swisher

Val Swisher @valswisher
Founder & CEO, Content Rules, Inc.
Presenting: The Personalization Paradox

Giselle-Abramovich

Giselle Abramovich @GAbramovich
Executive Editor of Enterprise Thought Leadershhip, Adobe
Presenting: Trade Secrets: How the World’s Most Successful Content Marketers Deliver Results

Tim-Riesterer

Tim Riesterer @TRiesterer
Chief Strategy Officer, Corporate Visions
Presenting: Account Expansion: The Conversations, Content & Collaboration that Grow Customers

Sydni-Craig-Hart

Sydni Craig Hart @SydniCraigHart
CEO, Smart Simple Marketing
Presenting: Ask Me Anything With Sydni Craig-Hart
Presenting: Compelling Multicultural Marketing: What You’re Missing, What’s Working Now and How to Get Results

Ardath Albee

Ardath Albee @ardath421
Interim VP of Marketing, Modus
Presenting: Account Expansion: The Conversations, Content & Collaboration that Grow Customers
Presenting: Take a Sales Enablement Approach to RevOps
Presenting: Use Serial Storytelling to Drive Demand for Complex Solutions

Liz-Willits

Liz Willits @lizwillits
Founder, Liz Willits
Presenting: Email Automation Crash Course: How to Create Emails People Want to Read

Zontee-Hou

Zontee Hou @ZonteeHou
Head of Strategy, Convince & Convert
Presenting: Financial Services Forum

Maureen-Jann

Maureen Jann @NeoLuxeMo
Chief Marketing Strategist, NeoLuxe Marketing
Presenting: Content Marketing for Marketing Agencies: Make Your Services Sing
Presenting: The Content Marketing Diamond Model for Small Businesses and Entrepreneurs

Doug-Kessler

Doug Kessler @dougkessler
Creative Director & Co-Founder, Velocity Partners Ltd
Presenting: Let’s Steal from The World’s Most Awesome Content

Jared-Johnson

Jared Johnson @jaredpiano
Founder & Content Producer, Shift.Health Network
Presenting: #CMWorld Cleveland Clinic Health Summit

Ashley-Zeckman

Ashley Zeckman @azeckman
Senior Director, Inprela Communications
Presenting: Staying Power: How Authentic Storytelling can Transform Your Marketing from One-Hit Wonder to Lasting-Legend

Ahava-Leibtag

Ahava Leibtag @ahaval
President, Aha Media Group
Presenting: Writing with No Respect: Find Out What it Means to Me

Christine-Michel-Carter

Christine Michel Carter @cmichelcarter
Strategy Consultant, Minority Woman Marketing LLC
Presenting: Ask Me Anything With Christine Carter
Presenting: Creating Authentic Content for a $1.5 Trillion Audience

Carmen-Hill

Carmen Hill @carmenhill
Principal Content Strategist & Writer, Chill Content
Presenting: Combining Story + Structure to Create a Sustainable Content Marketing Strategy

Laura-Ramos

Laura Ramos @lauraramos
VP & Principal Analyst, Forrester Research
Presenting: Drive Your Content Transformation From The Bottom Up

Shafqat-Islam

Shafqat Islam @shafqatislam
Co-Founder & CEO, NewsCred
Presenting: Ask Me Anything with Shafqat Islam & Alex Cheeseman
Presenting: Beyond Breaking the Rules: Why Connections in Marketing Matter More Than Ever

Jennifer-Jordan-Robustell

Jennifer Jordan Robustelli @jenastelli
VP & Head of Content, USA, Babbel
Presenting: Flood The Zone! A New System For Creating Compelling Social Video

Jacquie-Chakirelis

Jacquie Chakirelis @JacquieChak
Director of Digital Strategy, Quest Digital
Presenting:

Even the best statistical analysis, no matter how deep and well-researched, can only take you so far in finding the people who you’ll consider the most helpful and influential in your daily professional marketing lives, which is why we’d love it if you’d please share the name of content marketers that influence you most in the comments section below.

To further your own content marketing expertise, here’s a bonus list of some of our best recent posts about content marketing:

If you’d like to learn more about creating a successful B2B influencer marketing campaign, you’re in luck! Our CEO Lee Odden will be presenting at Content Marketing World on the topic. Here are the details:

Tuesday, October 13th – 4:00pm – 4:30pm Eastern
Workshop with Lee Odden & Ursula Ringham, Global Head of Influencer Marketing at SAP
Influencer Marketing Unleashed: Top Tactics for Success from Global B2B Brands

We hope to see you virtually at the Content Marketing World conference, and be sure to follow us on Twitter at @toprank for real time updates during the conference.

Break Free B2B Series: CMI’s Stephanie Stahl on Data-Driven Event Planning and Promotion

Break Free B2B Interview with Stephanie Stahl

Break Free B2B Interview with Stephanie Stahl

Planning events isn’t easy. Heck, scheduling a meeting with a small group of colleagues can be an exercise in strategy and patience. Now imagine if you were responsible for creating the preeminent educational experience for 4,000+ content marketers, featuring 225 inspiring speakers, and over 123 hours of amazing content? 

That’s what Stephanie Stahl, General Manager at Content Marketing Institute, and her event team does each year while planning the Content Marketing World Conference and Expo.

Joshua Nite, our Senior Content Marketing Manager, was able to snag a few minutes with Stephanie on the last day of Content Marketing World 2019 to learn how her team delivers an amazing experience year after year. Unsurprisingly, success requires a lot of work, data, and content.

In this episode of Break Free B2B, learn how Stephanie and the CMWorld team plans and creates a content stream that builds excitement and demand. One of the top takeaways for me? Building buzz, excitement, and demand is a priority 365 days a year; it’s a constant fixture—something B2B marketers should embed in their strategies.

Break Free B2B Interview with Stephanie Stahl

This short video pulls back the curtain on the data, media insights, community feedback, and hard work that goes into every Content Marketing World. 

  • 00:44 – The data that fuels Content Marketing World
  • 01:30 – Developing the program based on community feedback
  • 02:48 – How the app adds value to the planning process
  • 03:27 – The magic and technology inside the badges
  • 04:25 – Generating demand for the yearly event
  • 06:09 – Breaking free in B2B

Josh: There’s got to be a lot of data behind an event like Content Marketing World. How does that process work?

Stephanie: We’re fortunate that we have a media business that surrounds this big event every year. So we are constantly looking at the data that comes from our blogs. For example, what are the hottest topics? What’s really resonating with the community? What search terms are important to them? What are they looking for? This helps guide us on the topics, the tracks, the speakers, everything we need to program a big event like this. We rely on that data that we get from our media community.

Read: Content Marketing Gold Rush: How to Unearth Content Gold at Industry Events

Josh: How do you create content that builds demand for the event?

Stephanie: We use a lot of the topics that the speakers covered here at the event as the basis for blog content [and] as the basis for our magazine content. We’ll carry the discussions forward. We’ll just keep building on them. We often invite our speakers to contribute content. We invite our speakers to our Twitter chats. We like to keep the conversation in the community going all the time, 365 days a year, if we can.

That helps us in terms of our promotion for the next year. And we have a lot of alumni who are here, but we also have a lot of first-time attendees. And that’s an opportunity to get some really good feedback. You know, the alumni can tell us how things compare with past years … I love to hear from the first-timers, what they loved, what they didn’t like, what they’d like to see next year. 

[bctt tweet=”We like to keep the conversation in the community going all the time, 365 days a year, if we can. – @EditorStahl on creating demand for @CMIContent’s #CMWorld” username=”toprank”]

How was excitement and demand built for the 2019 event? One way was through an interactive experience. Check out the Greatest Content Marketing Show on Earth.

Josh: What can businesses do to break free?

Stephanie: As content creators, sometimes we try to do everything that we possibly can on every channel. I think it’s important for content teams and marketing teams to go back and say, “What do we need to stop doing? What are we doing that really isn’t giving us the result that we’d like? And how can we then focus more on the things that are working?” So ask yourselves, “What can we stop doing today, so we have more time to do the things we’re really good at?”

[bctt tweet=”B2B brands and marketers, ask yourselves: What can we stop doing today, so we have more time to do the things we’re really good at? – @EditorStahl #BreakFreeB2B #ContentMarketing” username=”toprank”]

Stay tuned to the TopRank Marketing Blog and subscribe to our YouTube channel for more Break Free B2B interviews. Here are a few interviews to whet your appetite:

*Disclosure: Content Marketing Institute is a TopRank Marketing client.

The post Break Free B2B Series: CMI’s Stephanie Stahl on Data-Driven Event Planning and Promotion appeared first on Online Marketing Blog – TopRank®.


Source: SEO blog

#CMWorld 2019 Recap: Top Insights & TopRank Marketing’s Favorite Moments

Content Marketing World 2019 Recap

Content Marketing World 2019 Recap

It’s always fascinating when thousands of marketers, many of whom are competitors, can come together for a week to share ideas, innovations, and advice with one another to grow their business and push the boundaries of their industry. Content Marketing World 2019 was no exception to this act of selfless sharing. It was my first time attending and between the thought-provoking content, industry-leading speakers, and generously engaging attendees, I certainly hope it’s not my last.

At TopRank Marketing, we made it our mission to ensure our readers would share in the benefit of our attendance. Below are the ideas, people, and moments that we were grateful to experience last week, all of which are summarized for your consuming pleasure below. We hope that similar to our conference experience, you walk away with a notebook chock-full of ideas to grow your content marketing programs. Enjoy!

Big Ideas Beget Big Ideas 

At CMWorld 2019, every speakers’ session seemed to build from one another, making for a cohesive and comprehensive learning experience. Common themes included:

  • Using data to tell stories
  • Creating content that feels personal 
  • Creatively amplifying your message
  • Leveraging teams and technology to scale

Our live coverage of several sessions delved into all of these themes. 

Using Data to Tell Stories

Lee Odden Shares His Secret to Content Marketing Fitness #CMWorld

CEO of TopRank Marketing Lee Odden took the stage on Wednesday afternoon to draw parallels between his physical fitness journey and that of creating an always-on content marketing program. The underlying message throughout his presentation was that you should always be leveraging your data to iterate, optimize and push the boundaries of what you thought was possible.

Read the entire blog here.

April Henderson on Data-Driven, Empathetic B2B Content #CMWorld

Forrester’s April Henderson followed up the next day to talk about data-driven, empathetic B2B content. And no – that’s not an oxymoron. She pushed her audience to think past traditional B2B content to build stories that don’t stray from statistics but instead, leverage them to resonate with your audience’s emotional side.

Read the entire post here.

Creating Personal Content

Create a Stellar Audience Experience By Slowing Down with These Tips from Ann Handley #CMWorld

MarketingProfs Chief Content Officer Ann Handley provided her audience with a powerful session that urged marketers to slow down and take the time to get to know their audience. She stresses that relationships, especially between buyer and seller, take time to build. Marketers who not only understand this but covet it as their guide to building great content, are going to be leaps and bounds ahead of the rest.

Read the entire blog post here.

Carlos Abler Details How Content Marketing Can Contribute to the Greater Good #CMWorld

3M’s Carlos Abler spoke to an audience of marketers about expanding the idea of personal content to include social value. Although brands have been notoriously known for sticking to objectives that only benefit themselves, Carlos ensures us that by building a strategy that provides our audiences an aspect of social value, we will be helping our bottom-line as well.

Read more from his session here.

Creatively Amplifying Content

Get Heroic Results from B2B Influencer Marketing with Advice from Ashley Zeckman #CMWorld

Ashley Zeckman Presents at CMWorld 2019

Despite an 8 a.m. start time on the last day of CMWorld, the room for Ashley Zeckman’s presentation on B2B Influencer Marketing was packed, a good indication of the thirst for this topic. Using Guardians of the Galaxy to help explain her approach to building successful influencer programs, she laid forward essential do’s and don’ts, wrapping it all up in real-world examples for her audience to take away.

Read our entire recap from Ashley’s presentation here.

Leveraging Teams and Tech to Scale

Zari Venhaus’s Framework for Gaining Executive Buy-In for Marketing Technology #CMWorld

Eaton’s Director of Corporate Marketing Communications Zari Venhaus knows better than most that the best content marketing strategies will have an uphill battle gaining traction if the proper tools are not in place to scale efforts. That’s why she gave a thorough presentation on her tried and true framework for getting martech approval from senior executives.

Read the full post here.

How to Drive Better Content Marketing Results with Integrated Marketing Teams: Top Tips from NewsCred’s Shafqat Islam #CMWorld

NewsCred Co-Founder and CEO Shafqat Islam hit on a point that many of us marketers already know to be true: consumers demand a consistent, omnichannel experience from brands. However, knowing and doing are two very different things. Shafqat laid out his process for building teams that not only understand this key truth, but can also implement it at scale.

Read the entire live blog here.

Off-Stage Insights

To make this conference experience extra special, the TopRank Marketing team sat down with some of the brightest minds in B2B, interviewing them one-on-one to get their unique perspective on the state of our industry. We sat down with the majority of these experts moments after they exited the stage, speaking on their respective topics of expertise. We will be releasing the full interviews from these industry leaders in the weeks to follow. But here are a few profound snippets to hold you over:

Amanda Todorovich

Senior Director of Health Content, Cleveland Clinic

[bctt tweet=”Health is so personal and so sacred that building that trust is so important. – Amanda Todorovich @amandatodo” username=”toprank”]

Amisha Gandhi

Vice President of Influencer Marketing & Communications, SAP Ariba and SAP Fieldglass

[bctt tweet=”Focus on creating engaging content, not lead gen content, to align with the expectations of today’s B2B buyer. – Amisha Gandhi @AmishaGandhi” username=”toprank”]

Brody Dorland

Co-Founder, DivvyHQ

[bctt tweet=”I feel strongly that companies need to get out of the campaign mentality and leverage their channels for ongoing content that is going to serve their audience. – Brody Dorland @brodydorland” username=”toprank”]

Clare Carr

Vice President of Marketing, Parse.ly

[bctt tweet=”Remember that your B2B audience is human and treat them that way. – Clare Carr @clareondrey” username=”toprank”]

Jeff Pugel

Founder & Chief Growth Officer, Ignition

[bctt tweet=”Figure out who you are, as a business, and everything else will start to figure itself out. – Jeff Pugel @jeffpugel” username=”toprank”]

John Joyce

Global Marketing Director, Brennan Industries

[bctt tweet=”That’s why we do content marketing – to start communicating and providing value to our audience. – John Joyce @mrjohnjoyce” username=”toprank”]

Maliha Aqeel

Assistant Director of Brand, Marketing & Communications, Ernst and Young

[bctt tweet=”By and large society is forcing companies to change. They are saying it is no longer acceptable to operate the way you’ve always operated – you’ve got to put society first. – Maliha Aqeel @MalihaQ” username=”toprank”]

Margaret Magnarelli

Executive Director for Growth Marketing & Audience Acquisition, Morgan Stanley

[bctt tweet=”The more you can get to know your customer and develop a care and empathy for them, the more you are going to do what is right for that person – not just because it is a marketing trend you can follow. – Margaret Magnarelli @mmagnarelli” username=”toprank”]

Stephanie Stahl

General Manager, Content Marketing Institute

[bctt tweet=”We keep the conversation and the community going 365 days a year. – Stephanie Stahl of @CMIContent” username=”toprank”]

Zari Venhaus

Director of Corporate Marketing Communications, Eaton

[bctt tweet=”Marketers need to take a step back and think about the larger ecosystem in which they operate. – Zari Venhaus @zvenhaus” username=”toprank”]

Connecting with the Content Community

Oftentimes conferences give us the opportunity to check in with friends in our industry, grab a bite together and share a laugh. The team at TopRank Marketing used our spare moments to do just that, connecting with old friends as well as new. 

We captured a few of our favorite moments with these folks below.

TopRank Marketing team members Josh Nite, Ashley Zeckman, and Lee Odden with Robert Rose.
An annual tradition, TopRank Marketing had a lovely dinner with old and new friends.
TopRank Marketing President Susan Misukanis interviews Amanda Todorovich of Cleveland Clinic, while TopRank Marketing’s Director of Demand Gen Kelly Hogan runs the camera.
Lee Odden with two amazing friends and marketers Ann Handley and Joe Pulizzi.

Wrapping it Up

To summarize our experience: we came, we saw, we conquered, all in hopes of bringing back the thought-leadership that transpired to our clients and our communities. As much as we enjoy being at the event, we enjoy, even more so, sharing those learnings with you. There is a balance in our community of giving and receiving, and we like to err on the side of giving. 

Did you attend Content Marketing World 2019? What were some of your top takeaways or favorite moments? Share your thoughts in the comments section below!

The post #CMWorld 2019 Recap: Top Insights & TopRank Marketing’s Favorite Moments appeared first on Online Marketing Blog – TopRank®.


Source: SEO blog

Create Integrated Marketing Teams to Drive Better Results with Tips from Shafqat Islam #CMWorld

Here’s a wild new idea: Consumers expect immediate, consistent, on-brand experiences across channels.

Just kidding about the “wild” and “new” parts. Most marketers likely have the phrase embroidered on a pillowcase by now. It’s fundamental.

But if we know that consumers demand an omnichannel experience… Why are so many marketing teams stuck in silos?

NewsCred Co-Founder and CEO Shafqat Islam believes this siloed structure is what’s holding marketers back from their omnichannel dreams. Integrated marketing requires integrated teams. During his Content Marketing World 2019 session, Shafqat shared how NewsCred reorganized to deliver better results.

Key takeaways: Integrated marketing is better for consumers and brands, modern marketing is collaborative, risk-taking content teams are best suited to drive transformation

Image courtesy Shafqat Islam & NewsCred.

The Dangers of Hyper-Specialized Marketing Teams

As marketing continues to grow more complex, says Shafqat, marketers have had to specialize. A modern marketing team might handle content, social media, paid advertising, internal communications, events and more. In larger organizations, each of these specialties might have its own sub-team. And each operates more or less independently of the others.

The result? The majority of marketers (89%) think they’re doing great with integrated, omnichannel marketing… while only 58% of consumers agree. According to Shafqat, hyper-specialized, siloed teams can lead to:

  • Redundant or broken tech stacks that cause inefficiencies
  • Disconnected content efforts that produce ineffective content
  • Missed opportunities to find synergies across the teams
  • Sub-optimal campaign results

The Solution: Integrated Marketing Teams

Of course, specialization can be a good thing. Marketers should have an area of expertise, but they should also have enough general knowledge to work with teams in other areas.

Shafqat proposes a “team of teams” structure to help marketers work together towards a cohesive plan while empowering each silo to do what it does best. “Keep the expertise in each team, but do all the planning together,” he says.

When the whole marketing department is working with a singular vision, each team (or person) can put their specialized knowledge to use towards a larger goal. For example, content can support the next event, with paid ads promoting them both. Most importantly, messaging and branding is consistent across every area of specialization. With integrated planning, teams can avoid duplicating work, streamline their processes, and end up with a better end product as well.

Diagram demonstrating multiple marketing sub-specialties working together to plan campaigns and content

Image courtesy Shafqat Islam & NewsCred.

The Five Traits of Modern, Integrated Marketing

According to Shafqat, these are the attributes an integrated marketing initiative should strive for:

#1: They’re Collaborative

Teams are able to communicate with each other across the marketing department, form ad hoc “tiger teams” across specialties, and share data and processes.

#2: They’re Transparent

According to Shafqat, teams should aim for an “uncomfortable level of transparency.” That means shared visibility across all teams and programs – no hoarding knowledge or covering up mistakes.

#3: They’re Aligned

Teams work together to develop strategies. They use centralized campaign briefs to bring teams together on shared objectives and KPIs. Shafqat recommends starting with a single line campaign brief: One sentence that brings the project into sharp focus for everyone.

#4: They’re Agile

Marketing teams should adopt Agile processes that they find useful and necessary. Shafqat recommends not doing everything strictly by the Agile book – only keep what  works for the team. In general, it’s a focus on continual iteration and optimization for content and campaigns, developing a minimum viable product and refining it through sprints.

#5: They’re Scalable

Think about scale in everything you do, says Shafqat. Look to create processes that boost efficiency, that are repeatable, and that make sense as your team continues to grow. For example, develop a tagging system for content on your content management platform. Tags are something everyone can use to find and repurpose content quickly.

Shafqat highlighted the Mayo Clinic as an example of what happens when teams are integrated, while still preserving their specialized knowledge. The Mayo treats an entire patient, not just a problem or symptom. Everyone who treats the patient shares a common goal. Every doctor has access to the other specialists’ information and expertise. They all share knowledge and work together on a single shared KPI: the patient’s health.

Silos Are for Grain, Not Marketers

Text reading "let the idea grow. Take risks."

Image courtesy Shafqat Islam & NewsCred.

Creating an integrated marketing “team of teams” will lead to more efficient marketing and better results, says Shafqat. But the benefits don’t stop there. Shafqat believes marketing can help drive change throughout the organization, first by modeling integration, then by expanding it to other departments. The sales, customer experience, and HR teams all could benefit from sharing information with each other and with marketing.

Customers expect a unified, consistent experience; as Shafqat points out, it’s time that marketers demanded the same from their teams.

Looking for more insights out of CMWorld 2019? Check out these other posts featuring several of this year’s speakers:

How to Drive Better Content Marketing Results with Integrated Marketing Teams: Top Tips from NewsCred’s Shafqat Islam #CMWorld

Here’s a wild new idea: Consumers expect immediate, consistent, on-brand experiences across channels.

Just kidding about the “wild” and “new” parts. Most marketers likely have the phrase embroidered on a pillowcase by now. It’s fundamental.

But if we know that consumers demand an omnichannel experience… Why are so many marketing teams stuck in silos?

NewsCred Co-Founder and CEO Shafqat Islam believes this siloed structure is what’s holding marketers back from their omnichannel dreams. Integrated marketing requires integrated teams. During his Content Marketing World 2019 session, Shafqat shared how NewsCred reorganized to deliver better results.

Key takeaways: Integrated marketing is better for consumers and brands, modern marketing is collaborative, risk-taking content teams are best suited to drive transformation
Image courtesy Shafqat Islam & NewsCred.

The Dangers of Hyper-Specialized Marketing Teams

As marketing continues to grow more complex, says Shafqat, marketers have had to specialize. A modern marketing team might handle content, social media, paid advertising, internal communications, events and more. In larger organizations, each of these specialties might have its own sub-team. And each operates more or less independently of the others.

The result? The majority of marketers (89%) think they’re doing great with integrated, omnichannel marketing… while only 58% of consumers agree. According to Shafqat, hyper-specialized, siloed teams can lead to:

  • Redundant or broken tech stacks that cause inefficiencies
  • Disconnected content efforts that produce ineffective content
  • Missed opportunities to find synergies across the teams
  • Sub-optimal campaign results

The Solution: Integrated Marketing Teams

Of course, specialization can be a good thing. Marketers should have an area of expertise, but they should also have enough general knowledge to work with teams in other areas.

Shafqat proposes a “team of teams” structure to help marketers work together towards a cohesive plan while empowering each silo to do what it does best. “Keep the expertise in each team, but do all the planning together,” he says.

When the whole marketing department is working with a singular vision, each team (or person) can put their specialized knowledge to use towards a larger goal. For example, content can support the next event, with paid ads promoting them both. Most importantly, messaging and branding is consistent across every area of specialization. With integrated planning, teams can avoid duplicating work, streamline their processes, and end up with a better end product as well.

Diagram demonstrating multiple marketing sub-specialties working together to plan campaigns and content
Image courtesy Shafqat Islam & NewsCred.

The Five Traits of Modern, Integrated Marketing

According to Shafqat, these are the attributes an integrated marketing initiative should strive for:

#1: They’re Collaborative

Teams are able to communicate with each other across the marketing department, form ad hoc “tiger teams” across specialties, and share data and processes.

#2: They’re Transparent

According to Shafqat, teams should aim for an “uncomfortable level of transparency.” That means shared visibility across all teams and programs – no hoarding knowledge or covering up mistakes.

#3: They’re Aligned

Teams work together to develop strategies. They use centralized campaign briefs to bring teams together on shared objectives and KPIs. Shafqat recommends starting with a single line campaign brief: One sentence that brings the project into sharp focus for everyone.

#4: They’re Agile

Marketing teams should adopt Agile processes that they find useful and necessary. Shafqat recommends not doing everything strictly by the Agile book – only keep what  works for the team. In general, it’s a focus on continual iteration and optimization for content and campaigns, developing a minimum viable product and refining it through sprints.

#5: They’re Scalable

Think about scale in everything you do, says Shafqat. Look to create processes that boost efficiency, that are repeatable, and that make sense as your team continues to grow. For example, develop a tagging system for content on your content management platform. Tags are something everyone can use to find and repurpose content quickly.

Shafqat highlighted the Mayo Clinic as an example of what happens when teams are integrated, while still preserving their specialized knowledge. The Mayo treats an entire patient, not just a problem or symptom. Everyone who treats the patient shares a common goal. Every doctor has access to the other specialists’ information and expertise. They all share knowledge and work together on a single shared KPI: the patient’s health.

Silos Are for Grain, Not Marketers

Text reading "let the idea grow. Take risks."
Image courtesy Shafqat Islam & NewsCred.

Creating an integrated marketing “team of teams” will lead to more efficient marketing and better results, says Shafqat. But the benefits don’t stop there. Shafqat believes marketing can help drive change throughout the organization, first by modeling integration, then by expanding it to other departments. The sales, customer experience, and HR teams all could benefit from sharing information with each other and with marketing.

Customers expect a unified, consistent experience; as Shafqat points out, it’s time that marketers demanded the same from their teams.

Looking for more insights out of CMWorld 2019? Check out these other posts featuring several of this year’s speakers:

The post How to Drive Better Content Marketing Results with Integrated Marketing Teams: Top Tips from NewsCred’s Shafqat Islam #CMWorld appeared first on Online Marketing Blog – TopRank®.


Source: SEO blog

Get Heroic Results from B2B Influencer Marketing with Advice from Ashley Zeckman #CMWorld

Ashley Zeckman Presents at CMWorld 2019

Ashley Zeckman Presents at CMWorld 2019

B2B content marketers have faced many epic foes over the last few years. There’s the nefarious Content Shock, the demoralizing Facebook Algorithm, and the destructive Google Search Update. We have battled them all and continued to thrive.

But now we face our most fearsome foe: The Dreaded Trust Gap.

Less than half of consumers trust brands. Seventy-one percent of buyers are turned off by overly sales-y content. Buyers increasingly prefer content from industry influencers rather than brands.

It’s a daunting problem that needs a bold solution: The Guardians of Content!

In her Content Marketing World 2019 presentation, our very own Director of Digital Strategy Ashley Zeckman explained how B2B content marketers can initiate and scale up a heroic influencer content program of their own. Here are a few key takeaways.

Three Common B2B Influncer Pitfalls

If you’re just getting started with B2B influencer marketing, there are easy mistakes to make. Most of them come from trying to emulate the B2C model: Transactional, glorified sponsorship rather than content co-creation. Here are Ashley’s three most common pitfalls and how to avoid them:

#1: A Disconnected Approach

Say you have a hole in your editorial calendar, so you ask an influencer for an interview. Then you need some quotes for an infographic, so you ask a few others for a nugget of wisdom. Then you reach out on social media to a couple of folks you admire. Then you ask a different set of influencers for quotes for an eBook…

You get the picture. Instead of a strategic campaign that can build into something bigger, you have a ton of one-offs. It’s inefficient. It’s inconsistent for your audience and for the influencers you’re courting.

Instead, Ashley says, aim for a strategic, connected approach. Plan in advance which topics you’re covering, which influencers you want to include, how you’ll use the content, and your plans for repurposing.

#2: Transactional Relationships

There are two ways that influencer relationships can get too transactional. The first is asking too much too quickly, while offering nothing of value in return. Imagine you got an email from a stranger asking you to help them move. Would you do it?

Now imagine an email from a friend asking for that help, and promising pizza and beer? Relationships matter. Take time to honor your influencers, follow them on social media, promote them and their work. Help them succeed, then start with a small ask, like a sound bite for a blog post.

The second way relationships can be too transactional is more literal. If you only work with paid influencers who promote content you wrote… well, that’s more endorsement than influencer content, and it can be less likely to find an enthusiastic audience.

While you may financially compensate some influencers, Ashley says, the emphasis should always be on content co-creation. You want influencers to feel ownership of the finished product – they’ll be much more likely to promote something they’re excited to have made.

#3: Lack of Measurement

Like any other marketing tactic, influencer marketing should be able to prove its worth. Many marketers fail to build in measurement at the beginning, and end up with nothing but vanity metrics to show.

It’s important to plan for measurement before you start. Lay the groundwork for the KPIs you plan to meet, and the metrics you’ll use to show progress. And don’t forget to set benchmarks!

Here are a few of Ashley’s sample KPIs:

Planning Content and Assembling Your Heroes

Keeping those pitfalls in mind, here’s how Ashley recommends designing and implementing an influencer program.

First, determine your topical focus. The topics you plan to cover should hit the intersection of your business priorities, search demand, and influencer expertise. It shouldn’t be too tied to your products and solutions. Think more about what you want your brand to be known for.

Use the same tools you use for content research to find the key terms where there is audience demand and competitor whitespace as well.

With topics in hand, you can start identifying your influencer mix:

You’re not looking for just the people with the largest audience. Instead, focus on people who are respected in their fields, shared interest in your topics, and the ability to actually move people to engage.

It’s also important, says Ashley, to find influencers who fit your content type. If it’s an audio or video asset, look for folks who have demonstrated a willingness an ability to provide that type of content. Beyond that, influencers should be reputable, practical, with real-life experience to draw from.

When you reach out to these influencers, remember to give before you ask:

The nurturing process helps prove your own credibility to influencers, showing you’re a trustworthy partner, and hopefully sparking interest in co-creating awesome content.

The Adventure Continues (and Continues, and Continues)

The ultimate goal of your influencer outreach and nurturing should be a connected universe of content (much like Marvel’s cinematic universe). Who would assemble a hero team and disband them after one adventure? Continue nurturing relationships with your influencers and encourage them to acknowledge and support each other, too. The goal is to develop a community of folks who are always up for another mission to save the world from boring B2B content.

Ready for a heroic influencer marketing success story? See how Alcatel-Lucent drove 6-figure leads with their campaign. Looking for more insights out of CMWorld 2019? Check out these other posts featuring several of this year’s speakers:

The post Get Heroic Results from B2B Influencer Marketing with Advice from Ashley Zeckman #CMWorld appeared first on Online Marketing Blog – TopRank®.


Source: SEO blog

Create a Stellar Audience Experience By Slowing Down with These Tips from Ann Handley

You know a conference session is going to be good when literally hundreds of marketers are turned away due to an already packed room. And you know a session is going to be great when the amazing Ann Handley takes the stage and is visibly bummed that she didn’t get the chance to connect with those marketers.

Part of Ann’s magic is her ability to make herself and her content very accessible. She accomplishes this by sharing stories that are personal to her, things she observes in everyday life that inspire her inner marketer. And her session at last week’s Content Marketing World was no exception.

In the interest of not spoiling the story for those of you who haven’t had a chance to see Ann give this new talk, all I’ll say is that it involves her summer-long investment in building a relationship with a certain backyard animal, through all the failed attempts and eventual success at connecting.

One of Ann’s key messages over the past few years has been cautioning marketers to slow down, take their time. But what does that mean? And how can it improve the success of your own efforts?

Slowing Down to Improve Success

The latest 2019 benchmarking report from CMI and MarketingProfs found that only 35% of B2B marketers know whether their content is effective or not. Which leaves many of us asking ourselves what we’re doing wrong, and how we can better capture the attention of our audience.

Instead of focusing on those questions, Ann suggests we focus less on how we can capture their attention and more on how we can build trust with our audience.

She also indicates that there is a good kind of slow, and a bad kind (just like cholesterol). Below is a glimpse into the three opportunities for slow moments she suggests that will help all of us figure out what we’re doing strategically, so we can move faster later.

#1 – Question What You Know About Your Customers

Be constantly listening to your audience and adjust your strategy to better meet their needs. @annhandley Click To Tweet 

Developing trust with your audience is a slow-game. It’s not something that happens overnight and you won’t always get it right on the first (or even fifth try). For context, here is an example of one of the traps that marketers often fall into when creating content:

“We need a piece of content for _____________.” (IE: to maintain our blog cadence, publish on social x amount of times, etc.)

Instead, we should be taking a step back and saying:

“We know our audiences needs ____________.” (IE: What is something only you can give them? What will they miss if you stop providing it?)

As we’re looking to build trust, it’s important that we defy content norms and focus on peer-to-peer content versus brand-to-target content. And this requires being empathetic to their needs.

#2 – Slow Down the Experience

The most efficient isn’t always the most effective. Stop conflating them. @annhandley Click To Tweet

Some of the best content experiences take place over time and directly involve the audience.

So, while you’re planning your individual content pieces, take a step back and ask yourself:

  • How can I build trust and momentum for the content experience over time?
  • And what does that look like?
  • How can I involve the audience in a meaningful way so they are invested in the outcome?
  • How can I create an experience that individuals rally around in a way that makes them more invested in the community?

Pause for a second and critically look at your own marketing. What opportunities do you have to slow down, be thoughtful and involve your audience more effectively?

#3 – Slow Down to Build the Relationship

Every story is a human story about a universal truth. @annhandley Click To Tweet

One of Ann’s content marketing secrets to success is that whenever she writes (anything), she tries to write with a specific person in mind. In a presentation she gave earlier this year, Ann shared her top tips on creating content people want to read.

Even the BEST marketers today end up investing too much time trying to craft the perfect social message, blog post or email for our entire audience. And instead, Ann recommends thinking about that one person is that you want to talk to. What their needs, problems and fears are. And how you can help solve them.

If you want to see this recommendation in action, be sure to subscribe to Ann’s newsletter Total ANNARCHY. Every time this newsletter hits my inbox I’m delighted (how many newsletters can you say that about?) to dig in an read my letter from Ann.

Slow Down, You’re Moving Too Fast

In the infamous words of Simon and Garfunkel (and now Ann Handley), make NOW the time that you start slowing down. Take the time to understand:

  • What it is that your customers need
  • How to better build trust over time
  • Ideas for involving your audience in the content you create
  • Ways to create memorable experiences
  • How to write content with a specific person in-mind

Looking for more insights from Content Marketing World 2019? Be sure to check out our latest posts featuring other top CMWorld speakers.

Create a Stellar Audience Experience By Slowing Down with These Tips from Ann Handley #CMWorld

You know a conference session is going to be good when literally hundreds of marketers are turned away due to an already packed room. And you know a session is going to be great when the amazing Ann Handley, Chief Content Officer for MarketingProfs, takes the stage and is visibly bummed that she didn’t get the chance to connect with those marketers.

Part of Ann’s magic is her ability to make herself and her content very accessible. She accomplishes this by sharing stories that are personal to her, things she observes in everyday life that inspire her inner marketer. And her session at last week’s Content Marketing World 2019 was no exception.

In the interest of not spoiling the story for those of you who haven’t had a chance to see Ann give this new talk, all I’ll say is that it involves her summer-long investment in building a relationship with a certain backyard animal, through all the failed attempts and eventual success at connecting.

One of Ann’s key messages over the past few years has been cautioning marketers to slow down and take their time. But what does that mean? And how can it improve the success of your own efforts?

Slowing Down to Improve Success

The 2019 benchmarking report from Content Marketing Institute (CMI) and MarketingProfs found that just 35% of B2B marketers know whether their content is effective or not. Which leaves many of us asking ourselves what we’re doing wrong, and how we can better capture the attention of our audience.

According to Ann, we should focus less on how we can capture their attention and more on how we can build trust with our audience. She also indicates that there is a good kind and a bad kind of slow (just like cholesterol). Below is a glimpse into the three opportunities for those “good slow moments” that will help us figure out what we’re doing strategically, so we can move faster later.

#1 – Question What You Know About Your Customers

[bctt tweet=”Continuously listen to your audience and adjust your strategy to better meet their needs. @annhandley” username=”toprank”] 

Developing trust with your audience is a slow-game. It’s not something that happens overnight and you won’t always get it right on the first (or even the 50th try). For context, here’s an example of one of the traps that marketers often fall into when creating content:

“We need a piece of content for _____________.” (i.e. to maintain our blog cadence, publish on social “x” amount of times, etc.)

Instead, we should be taking a step back and saying:

“We know our audiences needs ____________.” (i.e. What is something only you can give them? What will they miss if you stop providing it?)

As we’re looking to build trust, it’s important that we defy content norms and focus on peer-to-peer content versus brand-to-target content. And this requires being empathetic to their needs.

#2 – Slow Down the Experience

[bctt tweet=”The most efficient isn’t always the most effective. Stop conflating them. @annhandley” username=”toprank”]

Some of the best content experiences take place over time and directly involve the audience. So, while you’re planning your individual content pieces, take a step back and ask yourself:

  • How can I build trust and momentum for the content experience over time? And what does that look like?
  • How can I involve the audience in a meaningful way so they are invested in the outcome?
  • How can I create an experience that individuals rally around in a way that makes them more invested in the community?

Pause for a second and critically look at your own marketing. What opportunities do you have to slow down, be thoughtful and involve your audience more effectively?

#3 – Slow Down to Build the Relationship

[bctt tweet=”Every story is a human story about a universal truth. @annhandley” username=”toprank”]

One of Ann’s content marketing secrets to success is that whenever she writes (anything), she tries to write with a specific person in mind. In a presentation she gave earlier this year, Ann shared her top tips on creating content people want to read.

Even the BEST marketers today end up investing too much time in trying to craft the perfect social message, blog post or email for their entire audience. And instead, Ann recommends thinking about who that one person is you want to talk to. What does that person need? What problem does that person have? What does that person fear? And how you can help?

If you want to see this recommendation in action, be sure to subscribe to Ann’s newsletter Total ANNARCHY. Every time this newsletter hits my inbox I’m delighted to dig in an read my letter from Ann. (How many newsletters can you say that about?)

Slow Down, You’re Moving Too Fast

In the infamous words of Simon and Garfunkel (and now Ann Handley), make NOW the time that you start slowing down. Take the time to understand:

  • What it is that your customers need
  • How to better build trust over time
  • Ideas for involving your audience in the content you create
  • Ways to create memorable experiences
  • How to write content with a specific person in-mind

Looking for more insights from Content Marketing World 2019? Be sure to check out our latest posts featuring more insights and other top CMWorld speakers:

The post Create a Stellar Audience Experience By Slowing Down with These Tips from Ann Handley #CMWorld appeared first on Online Marketing Blog – TopRank®.


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April Henderson on Data-Driven, Empathetic B2B Content #CMWorld

Forrester’s April Henderson started her Content Marketing World 2019 session with a classic cautionary tale:

Johann Rall was fighting for the British at the turning point of the Revolutionary War. The night before the Battle of Trenton, he was out celebrating at the home of a local Loyalist merchant. That merchant had seen General Washington amassing his forces and knew the attack was coming.

So what did the merchant do? He created relevant content! He wrote Rall a note and slipped it across the table. Rall nodded, put the note in his pocket… and continued his evening of revelry. The British were caught unawares, and the tide of the war began to turn. That lack of content engagement might be how America won the war.

In other words, when content doesn’t connect with your audience, the results can be disastrous.

Capturing the Attention of a New Breed of B2B Consumer

Right now B2B content is missing the mark, and missing it by a wide margin. Based on Forrester’s own research, 65% of B2B buyers say vendors give too much content. Over half say much of the material they get is useless. Seventy percent said the material is focused more on style than substance.

How can marketing professionals with mountains of research and tons of experience be getting it so wrong? According to April, it’s a failure to adapt to changing buying habits:

B2B Consumer Data

April says the new B2B consumers “aren’t buying your product; they buy into your approach to solving their problems.” They don’t want to hear about product features, awards your brand has won, or even how your product compares to a competitor.

They want to know that you hear their problems, you understand them, you sympathize, and you have solutions.

Using Data to Drive Empathetic Content

We usually think of data and emotion as two separate types of appeal (logos and pathos, for those who remember high school debate club). But according to April, you can actually make more effective emotional appeals by using data.

After all, you’re showing the consumer you understand them. The best way to understand them is by ethically using the data you’ve got to inform your marketing. With the right data on board, you have a credible, authentic story to tell about how you can help your potential consumer.

To drive the point home, April shared a case study from a company called LogMeIn. This security solutions provider commissioned a survey to see how sophisticated businesses were with their security.

When it came time to present the findings, they didn’t just create a white paper and lock it behind a gate. Instead, they used the report data to create a maturity model, and that model became the basis for a self-assessment calculator.

Consumers could take the assessment for their business and see how they measured up against competitors. Then they were offered the entirety of the original research, ungated, and presented with a contact form for customized recommendations. Those who filled out the form, says April, were already well into developing a relationship with the brand. They were practically sales qualified leads already.

LogMeIn built that affinity by helping customers learn about themselves and their competitors, providing a ton of value that was keyed to customers needs, not the brand’s solutions.

Shouldn’t B2B Content Be Logical, not Emotional?

Even with overwhelming evidence about the power of emotional appeal, it’s easy to think of emotion as somehow less real, less effective for B2B buyers. April disagrees. “B2B decisions are really complex, but we don’t have some separate brain we engage to make those decisions,” she says. B2B buyers don’t somehow switch off their emotions while they’re at work.

Getting started with that emotional component is as easy as thinking about an average day in your ideal buyer’s life. Think about the whole person, not just the buyer part. What do they really want? It might break down like this:

  • I want to get off work in time to pick up my daughter from school
  • So I want to process these invoices faster
  • So I need to automate this process with software

With these points in mind, instead of showing how your software is x times faster than the competitor, show the parent getting out of work on time and picking up their kid at school. That’s a story that your buyer can relate to, whether they’re an IT decision influencer or a C-suite decision maker.

Make Human Connections across Channels

So you’re collecting data and creating empathetic content based on your findings. The next step is to humanize your buyer’s journey and see it holistically. You need to meet your consumers where they are, not try to herd them into your preferred channel.

April cited Forrester research that says the average buyer’s journey crosses at least twelve different channels. How can marketers meet the buyer on all those different media? Content atomization.

You don’t have to create tons of new content for each channel, April says. Instead, start with cornerstone content, a large asset that can be broken down and repurposed in multiple formats. This type of modular content helps promote consistency across channels.

Another way to repurpose content is to add customizable or interactive elements. In another Forrester survey, 50% of B2B buyers said they wanted interactive, web-based assets rather than static PDFs. And 61% said they want to input information to generate a customized output.

Keep Your Messaging Consistent – For Sales, Too

There’s one more challenge to making content more empathetic: In a single face-to-face meeting, a sales rep will either validate or totally negate your branding efforts. It only takes one off-brand conversation to wreck the relationship you’ve been nurturing.

As such, April says, our work doesn’t stop at the sales hand-off. Sales leadership should be included as a stakeholder in the entire content program, from the planning stages onward. That way, marketing can create more relevant content, and sales can learn how to use it more effectively.

One key way content marketers can help sales is by helping develop data-based tools, like LogMeIn’s self-assessment calculator. April identified four key attributes of a great sales enablement tool:

  1. It facilitates clients sharing the scope and scale of their needs
  2. It Includes relevant comparison data from peers
  3. It provides personalized output to leave behind with the customer
  4. It sets the expectation for a sales followup

To Get Your Content Seen, Show Your Audience You See Them First

Is your B2B content helping people solve problems, or is it just pointing them at your product? If it’s the latter, you’re missing the mark. April demonstrated how data can help you make an emotional connection with potential buyers. Show them you understand their problems – even the ones that go beyond your particular solution. Don’t hesitate to show your solution in the broader context of people’s lives, and don’t shy away from an emotional appeal.

Need more Content Marketing World in your life? The conference is over, but we have plenty of takeaways still to come. Follow @leeodden@NiteWrites@azeckman, and @toprank on Twitter for real-time insights.

The post April Henderson on Data-Driven, Empathetic B2B Content #CMWorld appeared first on Online Marketing Blog – TopRank®.


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