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.

Diversity and Inclusion in SEO: BIPOC and LGBTQ+ SEOs Share Their Experiences

People around the world are having important discussions about systemic racism, overt and covert bias, and how we can all do better.

Understanding the problem is the first step. To get a sense of conditions within the SEO community, we asked people to take our Diversity and Inclusion in SEO survey as part of our ongoing project to study the state of SEO.

Due to the subject matter and the way we reached out, our respondents were not a snapshot of the industry as a whole. We were very pleased to have 326 SEOs complete the survey, including a significant number of female, BIPOC, and LGBTQ+ participants. These are important voices that need to be heard, but as we analyzed the data, we were careful not to generalize the industry as a whole without accounting for potential sampling bias. We addressed this by looking at groups separately — straight white cisgender men, BIPOC women, LGBTQ+ men, and so forth.

We recognize that intersectionality is common. Many of the SEOs who shared their stories with us don’t fit neatly into a single group. We addressed that by counting people in each category that applied to them, so a gay Black man’s answers would be factored into both the LGBTQ+ and BIPOC analyses.

Who participated?

Of the 326 SEOs who participated, 231 respondents (70.9%) described themselves as white. Among the rest, 32 SEOs described themselves as Hispanic, Latino, or Spanish; 28 Black or African American; 18 Asian or Asian American; 11 Middle Eastern or North African; eight Indian or South Asian; four Native Hawaiian or other Pacific Islander; and three American Indian or Alaska Native. (Some people were counted in more than one category.)

Our respondents included 203 SEOs who identify as women (including one transgender woman), 109 who identify as men (including two transgender men), and 11 who consider themselves nonbinary, genderqueer, two-spirit, or gender nonconformist. Three people preferred not to share their gender.

With regard to sexual orientation, 72.8% described themselves as heterosexual, 25.2% as LGBTQ+, and 2% preferred not to say.

About two-thirds (218 SEOs) of the participants were from the U.S., and about one in 10 (35 SEOs) were from the United Kingdom. The rest came from 26 other countries across the globe. The average age was 34.5 with 6.9 years of experience in SEO. (Please see the methodology section at the end for more details.)

How is the SEO community doing with diversity and inclusion?

We started our study by asking SEOs how our industry compares with the rest of the business world when it comes to discrimination and bias. More than half of our participants (57.7%) had a different career or significant job experience in another field before working in SEO, so we figured they’d be in a position to know.

Overall, most people (58.7%) think SEO is about the same as other professions. But among those who disagree, more think it’s worse (26%) than better (15.2%).

Surprisingly, there was also no statistically significant difference between BIPOC and white respondents when we asked about prevalence of bias in the industry. However, when we asked how big a problem it is, things got interesting.

Both BIPOC and white SEOs felt much more positively about their own companies than the industry as a whole.

Slightly more than 40% of both BIPOC and white SEOs said discrimination is “not a serious problem at all” within their own companies. However, almost three-quarters of BIPOC SEOs (74.0%) and more than two-thirds of white SEOs (67.5%) said bias is a “moderately serious” or “extremely serious” problem in the SEO industry.

Emotions ran high in the comments for this section. Jamar Ramos, 38, the black male chief operations officer of Crunchy Links in Belmont, California wrote, “White men on SEO Twitter are the f***ing worst. They are defensive, uncouth, and destructive for the industry. So scared of losing power they will drive EVERY BIPOC from SEO if they could.”

Another Black SEO, a 29-year-old woman at a Chicago agency, commented, “As a Black woman (and queer at that), I have definitely not seen a woman like me. I always (somewhat) joked around that I’ll be the Queen of SEO, but underneath those words was because I saw not only women underrepresented in the industry, but other minority subsects of being a woman underrepresented as well, such as being a Black woman and/or a queer Black woman. Where are we?!!”

Other perspectives were represented, as well. Said another 28-year-old Black female SEO, “I’m thrilled to work in an industry where there is the freedom to find multiple agencies that are welcoming to all, and the additional freedom to strike out on my own if I ever felt I should.” Many comments in later sections backed up these sentiments, with endorsements of the SEOs’ own companies and their diversity and inclusion policies.

How bad is it? Frequency of racial or ethnic bias in SEO

Our respondents were more diverse than the SEO industry as a whole, so we expect that their experiences would be a bit different, as well. Also, our survey was based on self-reporting, which can be inconsistent. That said, overall, 48.7% of our respondents told us they never experience racial or ethnic bias. Among the others, 6.7% experience racial or ethnic bias at least once a week, 10.9% at least once a month, 9.2% every couple of months, and 24.4% said it was rare but did happen on occasion.

Knowing that 7 out of 10 of our respondents were white, we broke the data down by the SEOs’ self-reported ethnic backgrounds to get a clearer idea about the extent of racial or ethnic bias. Here’s what we found.

Asian and Asian American SEOs were the most likely to say they experience ethnic bias at least once a week, followed by Hispanic or Latino SEOs.

Most Black or African American SEOs said discrimination was a monthly or bi-monthly experience for them. Not surprisingly, white SEOs were the least likely to experience racial or ethnic bias, although about a third said they do get discriminated against based on their heritage or cultural identity.

We’d like to know more about the racial and ethnic discrimination white SEOs are facing. Unfortunately, we focused on BIPOC and LGBTQ+ issues in this survey and did not include questions about religion, so we don’t know what role that might play. We also did not address ageism or disability issues. With each study we publish, we realize how much more we have to learn. We will be sure to explore those issues in future studies.

Gender and LGBTQ+ bias in SEO

There are a lot of forms of LGBTQ+ and gender bias. We let our survey participants interpret the phrase for themselves when asking how often they experience it. Overall, 94.1% of LGBTQ+ SEOs experience bias at least some of the time, and more than a third do so at least once a month. However, 72.5% of the heterosexual SEOs also said they feel gender discrimination at least some of the time.

The impact of bias

About 4 in 10 SEOs said they experienced bias in the past year. We asked them what impact it has had on their productivity, career trajectory, and happiness. Here’s what they said:

  • 69.1% feel “Bias in the workplace has had a negative impact on my productivity and sense of engagement.” (38.3% strongly agreed; 30.8% slightly agreed)
  • 72.1% feel “Bias in the workplace has had a negative impact on my career advancement and earnings.” (39.3% strongly agreed; 32.8% slightly agreed)
  • 74.6% feel “Bias in the workplace has had a negative impact on my happiness, confidence, or well-being.” (42.6% strongly agreed; 32.0% slightly agreed)

The cost of bias

How do discrepancies in pay, being passed over for promotion, and other forms of discrimination add up over the course of a career? There are many variables when comparing incomes. For example, pay can vary based on years of experience, size of company, and specific expertise.

We did the best we could to compare the incomes of SEOs with similar career profiles. Ultimately, we chose to focus on SEO generalists working in the United States, which gave us the largest pool of responses. We broke them down by gender, ethnicity, and age. Our sample sizes for men ranged from 8 to 22 people in each subcategory. Our sample sizes for women ranged from 13 to 35 for each subcategory.

These were small groups, so the results are far from definitive. But the consistency of a disparity merits conversation. Here’s what we found.

For male SEO generalists working in the United States:

  • In their 20s, white male SEOs reported earning an average of $75,312 per year. BIPOC male SEOs in their 20s reported earning an average of $63,500 per year (18.6% less).
  • In their 30s, white male SEOs reported earning an average of $95,833 per year. BIPOC male SEOs in their 30s reported earning an average of $89,091 per year (7.6% less).
  • In their 40s, white male SEOs reported earning an average of $115,937 per year. BIPOC male SEOs in their 40s reported earning an average of $90,417 per year (28.2% less).

For female SEO generalists working in the United States:

  • In their 20s, white women SEOs reported earning an average of $75,384 per year. BIPOC women SEOs in their 20s reported earning an average of $61,250 per year (23% less).
  • In their 30s, white women SEOs reported earning an average of $86,571 per year. BIPOC women SEOs in their 30s reported earning an average of $86,094 per year (0.6% less).
  • In their 40s, white women SEOs reported earning an average of $109,375 per year. BIPOC women SEOs in their 40s reported earning an average of $101,094 per year (7.6% less).

What does on-the-job bias look like?

“Where are you really from?”
“Are you the new diversity hire?”
“But you all look alike.”
“You’re Asian, so you’re good at math, right?”
“You don’t speak Spanish?”
“Do you play basketball?”
“I think what she was trying to say was…”

It can happen to anyone, but people of color, members of the LGBTQ+ community, and women hear things like this often. A microaggression is a subtle behavior directed at a member of a marginalized group. It can be verbal or nonverbal, delivered consciously or not, and can pose a cumulative, damaging effect to the receiver.

Columbia University defines racial microaggressions as “brief and commonplace daily verbal, behavioral, or environmental indignities” that contain “hostile, derogatory, or negative” content or subtext. The result, according to a City University of New York study, can be “anxiety and depressive symptoms over and above the effects of non-race-specific stress.”

Minority racial and ethnic groups are often targets of microaggressions, but these offenses can be directed at any marginalized group in addition to people of color, including women, people with disabilities, individuals in the LGBTQ+ community, those with mental illness, single parents, and people in lower economic classes.

Many SEOs reported experiencing a cascade of microaggressions and similar offenses. A 46-year-old white woman in the U.K. with more than 15 years of experience in the field wrote, “I don’t feel I get taken at all seriously as a female SEO — to the extent that I stopped attending events years ago. It’s a total boys club, to the point of afterparties at strip clubs. As a woman, I’ve had male SEOs expect me to do all the legwork because my time is less important, and then they try and take credit for my work. When I called them out, I was met with bullying. It’s a disgusting situation to still be in after this long in the industry.”

The most common microaggression reported during the past year, by more than 4 in 5 SEOs (81.4%) in our poll, was being interrupted or spoken over. Second on the list, however, was an actively offensive action: Nearly 6 in 10 reported having an idea taken by someone else (57.5%).

Perhaps unsurprisingly, 44.1% of respondents reported being paid less than similarly qualified employees. A 2016 Pew Research center report supported the data on this enduring travesty with regard to race and gender. Additionally, Census Bureau data from as recently as 2018 showed that women of all races still earn 82 cents for every dollar earned by men.

Among the 48.4% of respondents who report being talked down to or treated as less capable than similarly qualified employees, several made poignant comments to back up their responses.

A 26-year-old biracial woman at a small Midwestern agency said, “I am constantly having to prove my case or strategies, even when the target audience I am marketing/optimizing for looks more like me than my colleagues. I am questioned constantly and asked to prove my work, despite being the only person at the company with the knowledge and skills to produce the work.”

And one technical SEO said, “I am a white, cisgendered woman, so I have a lot of privilege, but I still have clients who feel the need to verify my recommendations with their own ‘research’ (rudimentary Google search) or by checking my advice against the opinion of white men, many of whom have less experience than I do (‘My nephew learned about SEO in college, and he says …’).”

Other common verbal microaggressions reported by survey respondents include being addressed unprofessionally (41.3%), hearing crude or offensive jokes about race and ethnicity (36.1%), or about sexual orientation or gender identity (38.5%).

Drilling down: specific microaggression experiences by group

We asked SEOs in our survey about the types of microaggressions they’ve been exposed to in the field, and found that some types of microaggressions are more commonly experienced by certain groups. We sorted respondents into six groups based on gender, ethnicity, and LGBTQ+ orientation to see how different issues affected each demographic. In some cases, we found surprising results.

At least half of SEOs in each group registered the most common microaggression: being interrupted or spoken over. In all, 91.1% of straight, white, cisgender women and 90.7% of LGBTQ+ women report this happening to them, while a surprising 82.5% of straight, white, cisgender men share the experience. Men in the BIPOC group reported barely half as many incidences of this microaggression in their experience.

All three categories of women were most likely to report a pay gap and having their ideas stolen. Reports from straight, white, cisgender women (65.8%), LGBTQ+ women (60.5%), and BIPOC women (59.3%) were remarkably consistent, falling within just slightly more than six percentage points of one another.

Meanwhile, men in the BIPOC group were most likely to say they’d been passed over for a promotion (41.7%), followed closely by LGBTQ+ men (40%), and women (37.2%).

Bad-faith banter

Conversations on the job were fertile ground for verbal microaggressions of different types. What some might consider harmless banter may not be harmless at all. We explored jokes and other verbal interactions that SEOs reported as disrespectful and hurtful.

We defined four different categories and found that the most common complaint occurred among straight, white, and cisgender women, 68.4% of whom reported “being talked down to or treated as less capable than similarly qualified employees.”

The other two most common complaints involved hearing “offensive jokes about race or ethnicity.” A total of 58.3% of BIPOC men reported hearing such jokes, but interestingly, even more LGBTQ+ men (60%) said they’d been exposed to this kind of inappropriate humor. And 37% of BIPOC women endured the same treatment.

A disappointing wealth of examples of this egregious behavior was described in the comments.

A 32-year-old white SEO who identifies as gender nonconformist described the time a “past employer, during the interview process, told me he wanted to make it clear to his (service industry) customers he wasn’t going to send any Black people to their homes. This job was rampant with racism and misogyny. I took the job out of desperation and got out as soon as I could.”

Another SEO, a 37-year-old Black woman, wrote, “When starting out, I worked at a boutique agency where many people felt comfortable telling Black and Asian jokes to me. I was on time for a business trip meetup at 5 a.m. and one employee joked that he didn’t realize Black people could get up that early. I left as soon as I could get another job that wouldn’t ding my résumé.”

Slightly more than 53% of LGBTQ+ women and men responded that they’d heard offensive jokes about gender identity or sexual orientation, the highest in that category. Likewise, LGBTQ+ men (20%) and women (14%) were most likely to have been asked how they got hired.

Mixed messages at work

Next, we considered four categories in which employees are implicitly singled out because of their membership in a marginalized group.

On the one hand, we asked whether group members had been singled out to promote an appearance of diversity — through tokenism or by assigning them to resolve problems of bias. The dubious value that such a request (under the best of circumstances) might signify, though, is negated by their opposite and often accompanying tendencies: targeting certain people or groups with suspicion (by being monitored more closely) or with criticism for their being “too sensitive” to discriminatory language/behavior.

LGBTQ+ men were most likely to report instances of tokenism (26.7%) and being labeled “too sensitive” (33.3%) to discrimination. BIPOC women ranked next in those categories, with 22.2% and 29.6%, respectively. Similarly, one-third of BIPOC women (33.3%) reported being supervised more closely than similarly qualified employees.

The comments for this section were rife with examples, like the one from a 36-year-old Hispanic/Latino male who described “being asked to ‘woke-check’ social content to see if anything in it might trigger a backlash from the immigrant community.”

Unsurprisingly, straight, white, cisgender men and women ranked in the bottom half of those reporting in each of the four categories. But men and women in other categories reported varying results. Nearly three times as many LGBTQ+ men (26.7%) as women (9.3%) said they’d experienced tokenism. Meanwhile, BIPOC women were far more likely than men — 29.6% to 8.3% — to report being labeled “too sensitive” for calling out discriminatory behavior or language.



We specifically asked BIPOC respondents to our survey how often they’d experienced three common forms of microaggression, dividing participants into four groups:

  • Middle Eastern/North African
  • Black/African American
  • Hispanic/Latino
  • Asian/Asian-American

All four groups reported that the most common of the three microaggressions we asked about was being complimented for being articulate or “well-spoken” — indicating an implied and unfounded expectation that they wouldn’t be. Three-quarters (75%) of Middle Eastern/North African respondents and two-thirds (66.7%) of Black/African American survey participants said this had happened to them.

In addition, nearly half (47.6%) of Hispanic/Latino group members surveyed said they’d been asked where they’re “actually” from. This was at least 20 percentage points higher than for any of the other three groups. The results appear to reflect a bias against immigrants from Mexico and Central America, and a baseless distrust of their status as citizens or legal residents.

The third question explored what researchers have identified as a tendency to view members of other racial or ethnic groups as interchangeable: a bias that can lead to stereotyping and discrimination. In this instance, Black/African American participants were significantly more likely (44.4%) to indicate they’d been mistaken for someone else of their race or ethnicity.

How diverse are SEOs’ workplaces?

Representation of diverse populations is a huge issue in the microcosm of the SEO industry, as well as the macrocosm of business and society in general. We were interested in how SEOs viewed diversity in the rosters at their workplaces, both in the rank-and-file employee roster and in executive or leadership positions.

Survey respondents were nearly evenly split between working for an agency and working in-house at a company (45.9% and 42.2%, respectively), while the remainder split the difference between freelancing (5.3%) and consulting (6.6%) in the SEO field.

Overall diversity levels never exceeded 15.3% for organizations of any size, hitting that level for companies with 2-10 employees and again for businesses with 251-1,000 workers. Companies with 11-25 workers turned in a percentage of 12.1%.

Percentages were lowest at the largest corporations, with the worst showing (5%) at companies with 5,001-10,000 workers. Companies with more than 10,000 employees (6.5%) and with 1,001-5,000 workers (6.9%) did only slightly better. One-person companies were also relatively less likely to be diverse than other small or midsize businesses, at 7.5%.

To further plumb the depths of representation in various SEO employment situations, we asked survey respondents to estimate the level of diversity in their organizations, including at leadership levels. We asked the same question for racial and ethnic diversity and for gender and LGBTQ+ diversity.

BIPOC diversity

In exploring diversity levels for SEOs with regard to race and ethnicity, we found a fairly even split between those that were rated “somewhat” or “very diverse” (slightly more than 54%) and those that were “not very” or not at all diverse (roughly 46%). At the extremes, roughly 16% were very diverse, and just slightly less were not diverse at all.

But, as mentioned, leadership is less diverse: Fully half (50.4%) of companies said they had no diverse individuals in leadership roles, and just over 7% reported more than half of their leadership was diverse. In total, 82.5% of respondents said diverse individuals comprised less than 25% of their company’s leadership or less.

At major tech companies such as Facebook, Apple, and Microsoft, the bulk of racial and ethnic diversity in 2017 was represented by Asian employees, with Black and Hispanic employees making up just small slivers of the workforce.

Gender and LGBTQ+ diversity

When it comes to gender or sexual orientation, diversity results are slightly higher than those for race and ethnicity. More than 6 in 10 respondents (61.8%) answered that their companies were either very (20.9%) or somewhat (40.9%) diverse, compared with just 12% who said they were not diverse at all.

More specifically, however, the data seems to indicate less diversity.

For women, a 2018 report by the National Center for Women & Technology found that their share of the workforce at tech-related companies was 26%, far shy of the 57% for the U.S. workforce in general. Meanwhile, Black, Latina, and Native American women made up just 4% of computing jobs, even though they accounted for 16% of the overall population.

The numbers for LGBTQ+ leadership in our survey were even less encouraging: More than 4 in 10 survey participants (41.7%) said their leadership teams did not include any LGBTQ+ members, while a mere 4.4% said that more than a quarter of those team members were LGBTQ+ individuals.

An interesting finding: 37.4% of those who responded said they were not sure about the LGBTQ+ membership composition of their leadership teams. This would seem to indicate that many team members choose not to share their sexual orientation, suggesting a bigger-than-expected separation between private and professional life.

How important is diversity in SEOs’ workplaces?

In answer to the question, “Is diversity and inclusion a priority in your company,” the comments varied widely. Some respondents simply answered “No” — or if it was, they weren’t aware of it.

At the other end of the spectrum were comments along the lines of “We don’t need to try; our team is just naturally diverse and inclusive.” (As with other responses, the survey cannot address the accuracy of self-assessment.) Several other comments indicated that the company strived to hire the best person for the job, “regardless of any stereotype.”

Other responses were slightly more specific. Several said their companies had only started focusing on diversity in response to the Black Lives Matter movement after George Floyd’s death in police custody.

Others indicated that their companies have an established focus on gender equality, but had only recently begun to address BIPOC or LGBTQ+ issues. A 34-year-old gay white man at a large company wrote, “Diversity and inclusion is a priority for the gender pay gap, but doesn’t include or reference race or LGBT. There’s a women’s mentor program to help promote women to higher roles, and there’s a women’s network to raise visibility.”

When asked whether diversity was a priority at their company, nearly half (49.7%) of the SEOs indicated that it was — nearly three times as many as those who said it wasn’t (17.2%). One in five (20.34%) weren’t sure, and 12.8% checked “Other” and were asked to elaborate with specific responses. Roughly 19% of those questioned elected not to answer.

What steps do companies take to encourage diversity and inclusion?

The prevalence of “Yes” answers was encouraging. Many of these were followed up with detailed descriptions of initiatives and programs in place to promote diversity and inclusion at the respondents’ workplaces.

For example, a 29-year-old Black woman who described her company as “very diverse” detailed the organization’s initiatives like this: “We have a diversity and inclusion council with men and women of all different backgrounds from across the world. We have a North American task force; we publish our diversity data; we do outreach to educational institutions including HBCUs [historically black colleges and universities] to source talent; and we have anti-racism and inclusion training.”

Also, a 28-year-old woman who identifies as American Indian or Alaska Native in Austin, Texas, commented, “Our leadership has recently made great strides to take action to ensure diversity and inclusion is a topic our entire company is knowledgeable about. We are also taking actions to raise awareness about inequality in the tech industry in a landmark report about BIPOC in tech as well as finding ways to volunteer with a BIPOC kids coding organization.”

The number and breadth of diversity and inclusion initiatives our SEOs described were also encouraging. These ranged from interactive activities such as diversity training sessions and workshops to company communication efforts like informative newsletters and the publication of diversity data.

When it comes to personnel management, some businesses are further seeking to instill diversity and excise bias in their criteria for recruiting, hiring, and promoting. And, especially important in response to the on-the-job-learning aspects specific to the SEO field, participation in internships and mentoring programs is also a growing and well-supported option.

A 28-year-old Black nonbinary SEO described several initiatives at her large agency, saying, “They have a group focused on diversity, equity, and inclusion. They are updating their practices around recruiting and interviewing to remove any unconscious racial biases. And, providing mandatory anti-racist training for all employees.”

For more detailed information on the measures companies are enacting to improve diversity and inclusion within their organizations, continue to the section below.

What are some solutions?

Diversity and inclusion data can look discouraging overall, but anecdotal responses told us that a breadth of measures are being taken to address disparities in representation, discriminatory practices, and inherent bias in everyday operations. Here are several of the initiatives cited by survey takers to enhance diversity and inclusion in the SEO workplace.

1. Initiatives at the corporate level

Employee participation in and consultation with advisory panels and task forces was a commonly cited effort, in addition to compiling and distributing informative resources like newsletters and reading lists. Several respondents described opt-in cultural activities designed to facilitate diversity, such as setting up Slack channels around particular affinities or topics, establishing employee book clubs, and spotlighting diversity in holiday celebrations.

One SEO generalist in the U.K., a 37-year-old white woman, described several activities of her company’s diversity organization, among them “[organizing] events around different holidays so everyone feels included. We celebrate Eid and Diwali, for example, and everyone in the company is encouraged to share and request days organized around things that are important to them. It’s a great initiative and I’ve learned so much from people openly sharing and discussing.”

2. Employee resource groups

Affinity-based employee resource groups, or ERGs, were cited as extremely valued resources for SEOs. These groups foster safe and informed forums in which different groups can gather to discuss issues, devise requests, suggest solutions, and share information.

One SEO manager, a 58-year-old white trans woman with nearly 15 years in the business, commented, “I am a five-time elected board member of the LGBTQIA ERG diversity group, Pride. We have seven ERGs here at [my company].”

Depending on the workplace and its demographics and company culture, ERGs may center on shared issues of gender, age, race and ethnicity, LGBTQ+ orientation, disability, mental health, neurodiversity, religion, parenting, military or veteran status, international communities, women in leadership, and more.

Naturally, any group is most effective and receives greater respect and resources when it’s sponsored and promoted by leaders at the executive level — whether or not the leaders share the demographics of the group.

3. Personal education and growth

Each individual has a responsibility to self-educate on topics related to bias and discrimination, diversity, equity, and inclusion surrounding the struggle of groups historically targeted for exclusion and injustice.

4. Allies in leadership

The support and advocacy of leaders at the executive level is not only the only ingredient necessary for changing company cultures overall. The vocal and steadfast support of allies from other groups is essential — and, unfortunately, often still lacking.

One SEO consultant, a 49-year-old woman who is biracial Latina and white, put it quite succinctly: “I see a lot of women in the SEO industry speaking out about the lack of diversity and inclusion, but very few men in the industry. Whenever one of these conversations gets going on Twitter, most of the men in SEO whom I follow suddenly get very quiet. The industry is only going to change when men also start taking action and speaking out about how the industry treats everyone other than men. Silence is complicity.”

5. Speaking up: see something, say something

Many people witness incidents of bias but struggle with how to respond. Especially if a company has not formalized a set of procedures for addressing such conflicts, employees are left to figure it out on their own.

As we know, there is no standardized societal guidebook for how to deal with discriminatory situations, especially in the U.S., where attitudes can be polarized and discussions difficult to initiate or sustain. Consequently, people chose a variety of responses to these situations, as evidenced by these findings:

As part of our survey, we asked participants whether they’d witnessed discrimination or bias against someone in their workplace during the past year based on race, ethnicity, gender, or sexual orientation. In all, 43.2% replied that they had, so we asked these participants to go further by telling us what they did in response.

Of that group, more than 4 in 10 (42.9%) took no action because they didn’t feel comfortable getting involved. This was true even though the U.S. Equal Opportunity Commission has declared that workers “have a right to work free of discrimination” based on “race, color, religion, sex (including pregnancy), national origin, disability, age (age 40 or older) or genetic information.”

One reason may be fear of retaliation, which the EEOC found was the most common issue cited by federal employees in discrimination cases. The same is likely true in the private sector. Respondents may fear the outcome if their employer fails to act on their report, and/or the accused discovers the source of the complaint.

In light of this, it was encouraging to find in our survey that 41.2% of witnesses to workplace discrimination told their supervisor. (Another option, reporting the conduct to Human Resources, was not included as a choice among our survey answers).

The most common answer: 56.3% confided in a colleague. This might indicate that these respondents weren’t comfortable going to an in-house supervisor, but also that they felt distressed enough about the situation that they wanted to tell someone.

Among other responses, slightly more than one-third (33.6%) spoke out in the moment, while others addressed the situation later, either with the target of the discrimination (37.8%) or the perpetrator (21%). In the accompanying comments, several reported following up later with both the target and the perpetrator.

6. Mentoring someone from a different background

SEO is a peculiar field in that there isn’t a well-defined path into the industry. The majority of SEOs are self-taught or learn on the job, figuring things out as they go. Or they have a mentor. One in three SEOs surveyed (33.1%) said mentors were their most significant source of SEO knowledge early in their careers.

Our survey asked four questions that went to the question of diversity among mentors. The first two asked whether respondents had worked with a mentor 1) of their own gender and/or 2) of the same race/ethnicity as theirs.

The results were interesting. While only 41.9% reported working with a mentor of their own gender, more than two-thirds (69.5%) said they’d worked with one of the same race/ethnicity. This would seem to indicate more diverse interaction among genders than exists between people of different races and ethnicities.

The next two questions asked whether respondents had worked with a BIPOC mentor and a member of the LGBTQ+ community. In terms of diversity, the results of the first question were disappointing, while answers to the second were encouraging.

A total of 10.8% said they’d worked with a BIPOC member, but that was far short of the U.S. population for that category, according to the U.S. Census. Black Americans alone accounted for 13.4% of the U.S. population in 2019, according to Census Bureau estimates, with Hispanic/Latino individuals checking in at 18.5%.

By contrast, 10.4% of respondents in our survey said they’d worked with a mentor from the LGBTQ+ community. That’s nearly double the percentage of LGBTQ individuals in tech-heavy California during 2019, according to the UCLA School of Law Williams Institute, which placed the figure at 5.3%.

Methodology

These insights were the result of a month-long survey of 326 SEO professionals conducted by North Star Inbound from August 24 to September 28, 2020. We promoted the survey on Twitter, our own blog, and by email. We’re grateful to Moz and Search Engine Land for also sharing the link.

In terms of gender, the SEOs described themselves as follows:

  • 203 identify as women
  • 109 identify as men
  • 1 is a trans woman
  • 2 are trans men
  • 11 are nonbinary, genderqueer, two-spirit, or gender nonconformist
  • 3 preferred not to say

With regard to sexual orientation:

  • 72.8% said they were heterosexual
  • 11.5% said they were bisexual
  • 4.1% said they were pansexual
  • 3.9% said they were gay
  • 3.3% said they were lesbian
  • 1.1% said they were asexual
  • 1.9% preferred not to say

The SEOs described their race or ethnicity as follows: (Participants were able to check more than one box)

  • 233 White
  • 30 Hispanic, Latino, or Spanish
  • 25 Black or African American
  • 13 Asian or Asian American
  • 7 South Asian/Indian subcontinent
  • 5 Middle Eastern/North African/Arabian peninsula
  • 4 Native Hawaiian or other Pacific Islander
  • 2 American Indian or Alaska Native

The SEOs who completed the survey came from the following countries:

  • 218 from the U.S.
  • 35 from the U.K.
  • 11 from Canada
  • 9 from Germany
  • 8 from Taiwan
  • 6 from Spain
  • 2 each from Australia, Brazil, France, India, Israel, Japan, the Netherlands, Nigeria, Poland, Romania, and Switzerland
  • 1 each from Argentina, Austria, China, Ireland, Italy, Lithuania, Malta, Mauritius, Peru, Portugal, and Turkey

The survey respondents’ average number of years in SEO was 6.9. The median number of years was 5. The average age was 34.5, and the median age was 32.

New Research: How B2B Content Marketers Are Impacted and Pivoting During the Pandemic

Professionals Wearing Masks and Bumping Elbows

Professionals Wearing Masks and Bumping Elbows

Each year, Content Marketing Institute releases a new version of its B2B Content Marketing Benchmarks, Budgets, and Trends report, providing a timely contextual snapshot of the discipline at large and its ever-shifting landscape.

Needless to say, this year’s edition hits differently. While there is always change and evolution afoot in the annual study’s findings, 2020 has been a year of unprecedented upheaval for our profession, along with most every other.

The impact of COVID-19 on B2B content marketing is a direct and prevalent focus in CMI’s latest report, which helps leaders and practitioners in the field understand how their peers are reacting and adapting to a disruptive global event.

B2B Content Marketing in the Age of COVID-19

You can find the full report here, but today I’ll share five particular stats and insights that struck me as noteworthy in the 11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends report.

  1. Content strategies are changing, both short-term and long-term

Slowly but surely, we’ve been making progress. Forty-three percent of respondents this year reported having a documented content strategy, which is a bit disappointing on its own, but encouraging when you looking at the running trend:

  • 2020: 43%
  • 2019: 41%
  • 2018: 39%
  • 2017: 37%

That’s remarkably steady and consistent growth! I might argue we’re still lagging behind on the whole, but progress is progress. Having said that, it is a bit ironic that at a time where more B2B marketers than ever have gotten their strategy down on paper, we’re being forced to crumple it up and rewrite it.

[bctt tweet=”“It’s a bit ironic that at a time where more B2B marketers than ever have gotten their strategy down on paper, we’re being forced to crumple it up and rewrite it.” — @NickNelsonMN @CMIContent #ContentMarketing” username=”toprank”]

Maybe that’s a bit strong, but 70% of respondents in the CMI survey said the pandemic has had a major or moderate impact on their B2B content strategy. Two-thirds indicated that the nature of their adjustments are both short-term and long-term.

CMI Image A

With this in mind, if you’re among the majority that still hasn’t developed a documented content strategy, this might be a good time to flesh one out that strikes this balance between the big and small pictures. During times of turbulence (and long-distance collaboration), it’s always good to have a single source of truth. Last year I provided a simple three-point checklist for documenting your content strategy, and the guiding principles still apply.

  1. Adjustments to messaging and targeting are the top reactive priorities

Asked about the specific changes their organizations have made in response to COVID-19, the top answer – selected by 70% of B2B marketers – was “Changed targeting/messaging strategy.” The most common answers after that were “Adjusted editorial calendar” and “Changed content distribution/promotion strategy.”

CMI Image B

Nothing too surprising about this. It goes without saying many marketing messages and campaigns that were conceived before the pandemic became irrelevant (if not blatantly tone-deaf) when the world was flipped on its side. Brands everywhere have been forced to fundamentally rethink what they’re saying, and who they’re saying it to.

For that reason, I’m a little surprised that responses like “Reexamined customer journey,” “Increased time spent talking with customers,” and “Revisited customer/buyer personas” were all so low on the list. This does feel like a good time to get back in tune with the preferences and pain points that guide people toward our solutions.

  1. Measurement methods have mostly remained stable

Another finding that stands out to me in the chart above is that “Adjusted key performance indicators” and “Changed content marketing metrics” were at the very bottom. For better or worse, it appears that most teams are sticking to the same yardsticks now as they were a year ago.

Maybe that’s a good thing! If you’ve truly locked down your measurement strategy in a way that accurately proves out results and fosters constant refinement and optimization, it probably shouldn’t change based on outside circumstances. However, according to the 2020 Marketing Measurement & Attribution Survey from Demand Gen Report, 40% of marketers said their company’s current ability to measure and analyze marketing performance and impact “needs improvement,” while only 13% said they felt they were “excellent” in this regard.

So perhaps reporting and analytics simply aren’t viewed as a priority at this time. I find that troubling, because in a time of widespread budget cuts and resource drains, the ability to demonstrate the revenue impact of marketing activities is arguably more important than ever.

  1. Content creation challenges, not pandemic-related issues, are holding back success

Among those who rated their organization’s overall level of content marketing success in the past year as “Minimally Successful” or “Not at All Successful,” CMI broke down contributing factors in order to identify the most prevalent barriers. While the fairly broad “Pandemic-related issues” was available as an option, this was actually among the least common responses. At the top of the list, cited by 63% of laggards, was “Content creation challenges.”

These challenges can take various forms (some of which can be doubly categorized as pandemic-related issues).

“Our company needs more content. We serve a deep niche and few people understand our industry well enough to pop in and do small projects for us,” said one anonymous respondent quoted in the report.

Said another: “Clients are getting bombarded with electronic information—especially now since in-person meetings and events are on hold. How do we create compelling content that gets distributed in a way that stands out from the clutter?”

  1. Virtual events and live-streaming increased — but not THAT much

Among content types used by B2B marketers over the past 12 months, the biggest risers from last year are those you would expect:

  • Virtual events/webinars/online courses increased from 57% to 67%
  • Live-streaming increased from 10% to 29%

These are hefty jumps … but they still don’t point to ubiquity, by any means. There remains untapped opportunity on the frontier of online experiences, although clearly it’s getting crowded in a hurry. The second quote shared in the previous section points to this challenge, which is at the same time both new and old.

Break through the clutter and earn attention: Amidst so much transformative change, this eternal edict of content marketers stays the same. We’re currently just seeing it play out in a new environment.

[bctt tweet=”“Break through the clutter and earn attention: Amidst transformative change, this eternal edict of content marketers stays the same.” — @NickNelsonMN @CMIContent #ContentMarketing” username=”toprank”]

Virtual events and live-streams have much potential for engagement and interactivity. We might receive some inspiration on these fronts when the folks behind this report bring their anticipated annual event, Content Marketing World, into the virtual realm this year for the first time. It’s going down on October 13-16, and our own Lee Odden will be delivering a presentation: Influencer Marketing Unleashed: Top Tactics for Success from Global B2B Brands.

As Lee will illustrate, influencer marketing should be a piece of the puzzle in forward-looking B2B strategies. Many of the other trends outlined here will converge and shape the future of content marketing.

The post New Research: How B2B Content Marketers Are Impacted and Pivoting During the Pandemic appeared first on B2B Marketing Blog – TopRank®.


Source: SEO blog

New Research: How B2B Content Marketers Are Impacted and Pivoting During the Pandemic

Professionals Wearing Masks and Bumping Elbows

Each year, Content Marketing Institute releases a new version of its B2B Content Marketing Benchmarks, Budgets, and Trends report, providing a timely contextual snapshot of the discipline at large and its ever-shifting landscape.

Needless to say, this year’s edition hits differently. While there is always change and evolution afoot in the annual study’s findings, 2020 has been a year of unprecedented upheaval for our profession, along with most every other.

The impact of COVID-19 on B2B content marketing is a direct and prevalent focus in CMI’s latest report, which helps leaders and practitioners in the field understand how their peers are reacting and adapting to a disruptive global event.

B2B Content Marketing in the Age of COVID-19

You can find the full report here, but today I’ll share five particular stats and insights that struck me as noteworthy in the 11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends report.

  1. Content strategies are changing, both short-term and long-term

Slowly but surely, we’ve been making progress. Forty-three percent of respondents this year reported having a documented content strategy, which is a bit disappointing on its own, but encouraging when you looking at the running trend:

  • 2020: 43%
  • 2019: 41%
  • 2018: 39%
  • 2017: 37%

That’s remarkably steady and consistent growth! I might argue we’re still lagging behind on the whole, but progress is progress. Having said that, it is a bit ironic that at a time where more B2B marketers than ever have gotten their strategy down on paper, we’re being forced to crumple it up and rewrite it.

“It’s a bit ironic that at a time where more B2B marketers than ever have gotten their strategy down on paper, we’re being forced to crumple it up and rewrite it.” — @NickNelsonMN @CMIContent #ContentMarketing Click To Tweet

Maybe that’s a bit strong, but 70% of respondents in the CMI survey said the pandemic has had a major or moderate impact on their B2B content strategy. Two-thirds indicated that the nature of their adjustments are both short-term and long-term.

CMI Image A

With this in mind, if you’re among the majority that still hasn’t developed a documented content strategy, this might be a good time to flesh one out that strikes this balance between the big and small pictures. During times of turbulence (and long-distance collaboration), it’s always good to have a single source of truth. Last year I provided a simple three-point checklist for documenting your content strategy, and the guiding principles still apply.

  1. Adjustments to messaging and targeting are the top reactive priorities

Asked about the specific changes their organizations have made in response to COVID-19, the top answer – selected by 70% of B2B marketers – was “Changed targeting/messaging strategy.” The most common answers after that were “Adjusted editorial calendar” and “Changed content distribution/promotion strategy.”

CMI Image B

Nothing too surprising about this. It goes without saying many marketing messages and campaigns that were conceived before the pandemic became irrelevant (if not blatantly tone-deaf) when the world was flipped on its side. Brands everywhere have been forced to fundamentally rethink what they’re saying, and who they’re saying it to.

For that reason, I’m a little surprised that responses like “Reexamined customer journey,” “Increased time spent talking with customers,” and “Revisited customer/buyer personas” were all so low on the list. This does feel like a good time to get back in tune with the preferences and pain points that guide people toward our solutions.

  1. Measurement methods have mostly remained stable

Another finding that stands out to me in the chart above is that “Adjusted key performance indicators” and “Changed content marketing metrics” were at the very bottom. For better or worse, it appears that most teams are sticking to the same yardsticks now as they were a year ago.

Maybe that’s a good thing! If you’ve truly locked down your measurement strategy in a way that accurately proves out results and fosters constant refinement and optimization, it probably shouldn’t change based on outside circumstances. However, according to the 2020 Marketing Measurement & Attribution Survey from Demand Gen Report, 40% of marketers said their company’s current ability to measure and analyze marketing performance and impact “needs improvement,” while only 13% said they felt they were “excellent” in this regard.

So perhaps reporting and analytics simply aren’t viewed as a priority at this time. I find that troubling, because in a time of widespread budget cuts and resource drains, the ability to demonstrate the revenue impact of marketing activities is arguably more important than ever.

  1. Content creation challenges, not pandemic-related issues, are holding back success

Among those who rated their organization’s overall level of content marketing success in the past year as “Minimally Successful” or “Not at All Successful,” CMI broke down contributing factors in order to identify the most prevalent barriers. While the fairly broad “Pandemic-related issues” was available as an option, this was actually among the least common responses. At the top of the list, cited by 63% of laggards, was “Content creation challenges.”

These challenges can take various forms (some of which can be doubly categorized as pandemic-related issues).

“Our company needs more content. We serve a deep niche and few people understand our industry well enough to pop in and do small projects for us,” said one anonymous respondent quoted in the report.

Said another: “Clients are getting bombarded with electronic information—especially now since in-person meetings and events are on hold. How do we create compelling content that gets distributed in a way that stands out from the clutter?”

  1. Virtual events and live-streaming increased — but not THAT much

Among content types used by B2B marketers over the past 12 months, the biggest risers from last year are those you would expect:

  • Virtual events/webinars/online courses increased from 57% to 67%
  • Live-streaming increased from 10% to 29%

These are hefty jumps … but they still don’t point to ubiquity, by any means. There remains untapped opportunity on the frontier of online experiences, although clearly it’s getting crowded in a hurry. The second quote shared in the previous section points to this challenge, which is at the same time both new and old.

Break through the clutter and earn attention: Amidst so much transformative change, this eternal edict of content marketers stays the same. We’re currently just seeing it play out in a new environment.

“Break through the clutter and earn attention: Amidst transformative change, this eternal edict of content marketers stays the same.” — @NickNelsonMN @CMIContent #ContentMarketing Click To Tweet

Virtual events and live-streams have much potential for engagement and interactivity. We might receive some inspiration on these fronts when the folks behind this report bring their anticipated annual event, Content Marketing World, into the virtual realm this year for the first time. It’s going down on October 13-16, and our own Lee Odden will be delivering a presentation: Influencer Marketing Unleashed: Top Tactics for Success from Global B2B Brands.

As Lee will illustrate, influencer marketing should be a piece of the puzzle in forward-looking B2B strategies. Many of the other trends outlined here will converge and shape the future of content marketing.

3 Digital PR Tenets for Excellent Outreach

Content creation and promotion is our bread and butter at Fractl, but most of the questions we get are tied to the promotions side of the process.

People ask us: How are you able to secure media coverage on sites like CNBC, USA Today, and more?

It’s not easy, I’ll tell you that. It takes a lot of time and resources, and over the years we’ve established a set of tenets that guide our digital PR process.

I hope sharing them with you will help you refine your own strategy.

1. Research and relevancy are non-negotiable

When we surveyed 500 writers in 2019, we asked them about their biggest pitching pet peeves.

PR pros and journalists have a mutually beneficial relationship. We provide them a source for their posts, and they share what we produce widely with their audience.

Why is it important to avoid peeving off journalists?

The thing is, journalists receive dozens of pitch emails a day.

That’s why it’s so imperative that you craft the best possible email to them every time. You’re competing with tons of other content providers for the same spot on their editorial calendar.

As it turns out, they’re most annoyed when pitches aren’t relevant to them.

While this is great insight into how to surpass many of the other pitches that land in these writers’ inboxes, it’s still tough to know how to tangibly put this into action.

Based on our experience, here are our tips for making sure your pitches are relevant to the person you’re pitching:

  • What is the person’s beat? It’s often more specific than it may seem. For example, instead of digital marketing, they might only write about social media. Or instead of general health, they may write about health but only in conjunction with psychology. Make sure you’ve studied exactly what they cover so you’re not pitching something useless to them.
  • Do they ever cover external studies or the type of content you’re pitching? If they stick to opinion or investigative journalism, whatever you’re sending them might not be up their alley.
  • Can their website or platform support your content type? Not every site can embed interactives or videos. Or maybe the publisher is just sick of posting a certain content type like infographics. See what’s been published in the past and if your content fits in with what they’re regularly writing about.

While you’re doing this research, it doesn’t hurt to see how often that particular writer publishes. If it’s once a day, you have a much higher chance of getting coverage than if they’re a contributing writer who only writes for that publication once a month.

2. Personalization matters

People appreciate being seen, and recognizing that you’ve done your homework to make sure they’re actually a good fit to write about your content (as discussed in the previous section).

Adding a touch of personalization can go a long way in making it very clear you’re taking the pitch seriously, and also that you’re just two people having a conversation. (Wouldn’t you rather reply to someone you get a good first impression from?)

In a recent study, we sent 100 pitch emails, half with personalizations and half without them, asking for quotes to include in an article. We found that personalized emails received a higher rate of positive-sentiment responses.

Replies to personalized emails were 83.3% positive compared to replies to non-personalized emails, which were 60% positive.

We had a feeling this was the case because we get responses like this one from writers at Bustle and HubSpot, respectively:

“I have to commend you for great PR tactics here. I open so few of these, much less respond, so mentioning my cat AND sending a pic of yours AND including info that’s relevant to my beat gives you an A++. “

“Thanks for reaching out and showing OutKast some love. This is actually the only time I’ve ever responded to a pitch email.”

The media relations specialists knew that the former writer loved cats and the latter writer loved Outkast because they followed them on Twitter.

If you have a list of target publications or writers you’d like to reach out to, make sure you’re:

  • Following them on social channels to start building connections and getting a sense of who they are as people
  • Keeping tabs on their recent writings, not only for research purposes but to see if anything personally resonates with you that you can remark on

There’s no need to dig up stuff they’ve posted in the past — that’s when things start to get weird. Do your due diligence, but don’t make it an investigative mission. Remember: The goal here is to simply connect with another human being, and to show them you put in the work to pitch something they’d actually appreciate.

3. Emails should be short and straightforward

Some PR specialists worry that personalizing will make their emails too long and detract from their succinctness.

But personalization only needs to be a sentence or two, so it doesn’t put a huge dent in your overall word count, which, according to that same survey of publishers, should be about 100-300 words.

After leading with a personalized intro, it’s important to get right to the meat of what you’re pitching and why.

Make sure to include:

  • A link to the full content project (don’t ask if they want to see it — just provide everything they need)
  • Why you think the project is a good fit for their readers
  • Bullet points explaining the key relevant takeaways that would appeal to their audience

Take the guesswork out of it. A writer should already be intrigued by the time they click to read your full project, which ideally will sell them on including your information in their stories.

Conclusion

Perhaps the most important point of all doesn’t even relate to the pitching itself but to what you’re pitching. The truth is, no amount of excellent pitching can salvage a subpar piece of content. It’s why we don’t often offer our digital PR expertise as its own standalone service, unless we’re confident the content being provided to us is up to par.

You need high-quality content, well targeted outreach, concisely crafted emails, and a personalized approach, but with this winning combination, you can be earning top media coverage and backlinks for your brand.

Inside Influence: Garnor Morantes from LinkedIn on the Power of Always-On Influence

Inside Influence Garnor Morantes

Inside Influence Garnor Morantes

Welcome to the second episode of Inside Influence: What’s working and what’s not inside the world of B2B Influencer Marketing. Each week we feature an interview with a B2B marketing insider on all things influence and a deeper dive into the insights found in the 2020 State of B2B Influencer Marketing Report.

This week, we’re talking to Garnor Morantes, Group Marketing Manager at LinkedIn. Our team at TopRank Marketing has been fortunate to work with Garnor on an award-winning, ongoing influencer marketing program for LinkedIn over several years and his leadership has been instrumental in its success.

Our conversation touches on:

  • What Always-On influencer marketing is and why its valuable for B2B brands
  • The challenges faced by campaign-focused influencer marketing efforts
  • Advice for B2B marketers considering influencer marketing
  • How LinkedIn Marketing and Sales Solutions (clients) has developed an influencer community with an Always-On approach
  • Key statistics from the 2020 State of B2B Influencer Marketing Report
  • How LinkedIn works with influencers to improve customer and prospect experience
  • Whether marketers should pause or proceed with influencer marketing during the pandemic
  • Who some of the rising star B2B marketing and sales influencers we should be paying attention to
  • Predictions on the future of influencer marketing for B2B brands

The work that we’re doing with influencers is not centered around campaigns, it’s centered around relationships.

How would you explain an Always-On approach to Influencer Marketing to someone who is not familiar?

Garnor: For us as we think about Always-On as a strategy, the biggest thing that comes to mind is that the work that we’re doing with influencers is not centered around campaigns,  it’s centered around relationships. What I mean by that is, who do we want to be working with, who do we want to tell our story, who do we want to engage with.

It’s about building that relationship and finding people that are going to get mutual benefit out of this relationship and as a result we can have that type of engagement that isn’t just centered around different points in time like in a campaign based strategy.

The other thing I think about when it’s Always-On is really, are you activating this program through some channels that are always on? For us it’s our blog and our social channels and those are 24/7. I think that’s another way to think of an Always-On type of strategy.

At LinkedIn Marketing and Sales you’ve take more of an Always-On approach to influencer marketing with some great results in terms of reach and engagement. Can you share a little bit about your objectives and approach?

Garnor: Our objectives as we think about the influencer program is that it works really well in concert with our other programs, our other communities: customer advocates and even industry analysts is that we want to leverage and work with the influencer program in way that it is able to take the messages we want to deliver as a brand or business unit for Sales Solutions and Marketing Solutions, and empower those influencers to tell that story as well.

Our objective (with influencers) is that they know what our story is, that they are familiar with it and can lend input into it as well.

As I mentioned earlier, they have their own story to tell, their own brand, and their own narrative. So I feel that we are finding influencers that are already aligned with that message and that story. Our objective is that they know what our story is, that they are familiar with it and can lend input into it as well. They are the experts in many instances. They’re the feet on the ground who are talking to the marketers on a daily basis, talking to the sellers. So we want that feedback, that input into it.

The objective is equally gathering that input, getting better at telling our story and developing our products and services, while at the same time empowering a set of advocates or people out there that have large followings, or developing followings or are just experts in their field to tell that story as well.

That’s really at a high level the objectives we are trying to meet as we develop these programs. And we do that by keeping an eye out for the types of content that influencers might be creating that supports the message we’re telling. At the same time on occasion, creating some new campaigns in which we can arm these influencers with more information, with some assets that tell the story that we want to put out there – create some new content around that and have them be a key part of the delivery and the content creation.

What do you think are some of the top challenges working with B2B influencers today?

You put your message and your brand in the hands of someone else, what happens if that person says some things that are not in alignment with your brand?

Garnor: I go back to what’s going on in society and really that backdrop that we all heavily need to consider with everything we’re doing these days. There is that risk: you put your message and your brand in the hands of someone else, what happens if that person says some things that are not in alignment with your brand?

There’s a bit of that risk, there’s a bit of that challenge. For us, we have really placed a ton of emphasis on developing the trust and relationships with influencers – we feel pretty good about it, about where we stand, about the messages they’re going to deliver and what they’re going to say. That’s a risk.

Another challenge is one that you also mentioned earlier, is how do you find the right influencers? There’s so many people out there purporting to be experts. How do you find the right ones? We already talked about some of the ways to do that, being a more active part of the conversation.

The number of B2B brands considering influencer marketing for the first time or elevating their efforts has actually increased in the past 6 months. At the same time, our research shows that 60% of marketers do not feel they have the right skills in house or capability to execute. What advice can you share with marketers considering an influencer marketing program?

Garnor: I think the advice that I would give is take a moment and step back and not think of it as an influencer program. Think of it more as what is helpful for your buyers? What is important for your buyers and what they could benefit from?

Start thinking about who the audience truly is and as a result, who might be able to speak to them better than you can?

When you stop and take a look at that, then you start thinking about who that audience truly is and as a result, who might be able to speak to them better than you can?

For example, if you think about our business lines, the ones that I support, we’re talking about marketers and sellers. Yes I work in marketing, but I don’t have the necessary skill sets that I think a lot of these marketers are asking for. So then you start to take a look at what are they asking for? What are those conversations and who is a part of that conversation and can we have a relationship with them?

I think that’s the place to start. It removes some of the overwhelming nature of what setting up an influencer program can be. If you just think about who are the sales leaders and people who are experts in sales I should be talking to? Because that’s my end goal, to talk to sellers.

Let me start there, let me build a relationship with them. Let me see what they need, or what they have to offer and what I can offer them. That can do some of the upfront work of identification of influencers and also what ultimate output, methodology and process are going to work best because it happens from those discussions and relationships. I think that’s the advice I would give.

Check out the full video interview with Garnor here:

To connect on all things B2B marketing with Garnor, be sure to follow him on LinkedIn.

Next up on Inside Influence we will be talking with with Janine Wegner, Global Thought Leadership Program & Activation Manager at Dell Technologies on the intersection of influence and thought leadership.

Be sure to check out our previous Inside Influence interview with Rani Mani, from Adobe.

The post Inside Influence: Garnor Morantes from LinkedIn on the Power of Always-On Influence appeared first on Online Marketing Blog – TopRank®.


Source: SEO blog

Inside Influence: Garnor Morantes from LinkedIn on the Power of Always-On Influence

Inside Influence Garnor Morantes

Welcome to the second episode of Inside Influence: What’s working and what’s not inside the world of B2B Influencer Marketing. Each week we feature an interview with a B2B marketing insider on all things influence and a deeper dive into the insights found in the 2020 State of B2B Influencer Marketing Report.

This week, we’re talking to Garnor Morantes, Group Marketing Manager at LinkedIn. Our team at TopRank Marketing has been fortunate to work with Garnor on an award-winning, ongoing influencer marketing program for LinkedIn over several years and his leadership has been instrumental in its success.

Our conversation touches on:

  • What Always-On influencer marketing is and why its valuable for B2B brands
  • The challenges faced by campaign-focused influencer marketing efforts
  • Advice for B2B marketers considering influencer marketing
  • How LinkedIn Marketing and Sales Solutions (clients) has developed an influencer community with an Always-On approach
  • Key statistics from the 2020 State of B2B Influencer Marketing Report
  • How LinkedIn works with influencers to improve customer and prospect experience
  • Whether marketers should pause or proceed with influencer marketing during the pandemic
  • Who some of the rising star B2B marketing and sales influencers we should be paying attention to
  • Predictions on the future of influencer marketing for B2B brands

The work that we’re doing with influencers is not centered around campaigns, it’s centered around relationships.

How would you explain an Always-On approach to Influencer Marketing to someone who is not familiar?

Garnor: For us as we think about Always-On as a strategy, the biggest thing that comes to mind is that the work that we’re doing with influencers is not centered around campaigns,  it’s centered around relationships. What I mean by that is, who do we want to be working with, who do we want to tell our story, who do we want to engage with.

It’s about building that relationship and finding people that are going to get mutual benefit out of this relationship and as a result we can have that type of engagement that isn’t just centered around different points in time like in a campaign based strategy.

The other thing I think about when it’s Always-On is really, are you activating this program through some channels that are always on? For us it’s our blog and our social channels and those are 24/7. I think that’s another way to think of an Always-On type of strategy.

At LinkedIn Marketing and Sales you’ve take more of an Always-On approach to influencer marketing with some great results in terms of reach and engagement. Can you share a little bit about your objectives and approach?

Garnor: Our objectives as we think about the influencer program is that it works really well in concert with our other programs, our other communities: customer advocates and even industry analysts is that we want to leverage and work with the influencer program in way that it is able to take the messages we want to deliver as a brand or business unit for Sales Solutions and Marketing Solutions, and empower those influencers to tell that story as well.

Our objective (with influencers) is that they know what our story is, that they are familiar with it and can lend input into it as well.

As I mentioned earlier, they have their own story to tell, their own brand, and their own narrative. So I feel that we are finding influencers that are already aligned with that message and that story. Our objective is that they know what our story is, that they are familiar with it and can lend input into it as well. They are the experts in many instances. They’re the feet on the ground who are talking to the marketers on a daily basis, talking to the sellers. So we want that feedback, that input into it.

The objective is equally gathering that input, getting better at telling our story and developing our products and services, while at the same time empowering a set of advocates or people out there that have large followings, or developing followings or are just experts in their field to tell that story as well.

That’s really at a high level the objectives we are trying to meet as we develop these programs. And we do that by keeping an eye out for the types of content that influencers might be creating that supports the message we’re telling. At the same time on occasion, creating some new campaigns in which we can arm these influencers with more information, with some assets that tell the story that we want to put out there – create some new content around that and have them be a key part of the delivery and the content creation.

What do you think are some of the top challenges working with B2B influencers today?

You put your message and your brand in the hands of someone else, what happens if that person says some things that are not in alignment with your brand?

Garnor: I go back to what’s going on in society and really that backdrop that we all heavily need to consider with everything we’re doing these days. There is that risk: you put your message and your brand in the hands of someone else, what happens if that person says some things that are not in alignment with your brand?

There’s a bit of that risk, there’s a bit of that challenge. For us, we have really placed a ton of emphasis on developing the trust and relationships with influencers – we feel pretty good about it, about where we stand, about the messages they’re going to deliver and what they’re going to say. That’s a risk.

Another challenge is one that you also mentioned earlier, is how do you find the right influencers? There’s so many people out there purporting to be experts. How do you find the right ones? We already talked about some of the ways to do that, being a more active part of the conversation.

The number of B2B brands considering influencer marketing for the first time or elevating their efforts has actually increased in the past 6 months. At the same time, our research shows that 60% of marketers do not feel they have the right skills in house or capability to execute. What advice can you share with marketers considering an influencer marketing program?

Garnor: I think the advice that I would give is take a moment and step back and not think of it as an influencer program. Think of it more as what is helpful for your buyers? What is important for your buyers and what they could benefit from?

Start thinking about who the audience truly is and as a result, who might be able to speak to them better than you can?

When you stop and take a look at that, then you start thinking about who that audience truly is and as a result, who might be able to speak to them better than you can?

For example, if you think about our business lines, the ones that I support, we’re talking about marketers and sellers. Yes I work in marketing, but I don’t have the necessary skill sets that I think a lot of these marketers are asking for. So then you start to take a look at what are they asking for? What are those conversations and who is a part of that conversation and can we have a relationship with them?

I think that’s the place to start. It removes some of the overwhelming nature of what setting up an influencer program can be. If you just think about who are the sales leaders and people who are experts in sales I should be talking to? Because that’s my end goal, to talk to sellers.

Let me start there, let me build a relationship with them. Let me see what they need, or what they have to offer and what I can offer them. That can do some of the upfront work of identification of influencers and also what ultimate output, methodology and process are going to work best because it happens from those discussions and relationships. I think that’s the advice I would give.

Check out the full video interview with Garnor here:

To connect on all things B2B marketing with Garnor, be sure to follow him on LinkedIn.

Next up on Inside Influence we will be talking with with Janine Wegner, Global Thought Leadership Program & Activation Manager at Dell Technologies on the intersection of influence and thought leadership.

Be sure to check out our previous Inside Influence interview with Rani Mani, from Adobe.

B2B Marketing News: LinkedIn Tops Data Trust Survey, More Text Allowed In Facebook Ads, MarTech Spend Climbs To Pre-Pandemic Levels, & Google’s New Tables Tool

2020 October 2 eMarketer Insider Intelligence Chart

2020 October 2 eMarketer Insider Intelligence Chart

Facebook Is Removing Its Restrictions on Text Content in Facebook Ad Images
Facebook will be relaxing strict text-in-ad-image ratio enforcement, while still encouraging the use of images that contain text in less than 20 percent of the image’s visible area, a move that could pave the way for new more text-heavy image options for marketers. Social Media Today

Google launches a work-tracking tool and Airtable rival, Tables
Google has rolled out Tables, a utility that provides new work-tracking options for uses including customer relationship management (CRM), project management, lightweight database without coding, automation and more, the search giant’s Area 120 incubator recently announced. TechCrunch

Instagram Launches New Reels Updates, Including Longer Clips and Improved Trimming
Instagram has launched a revision to its short-form vertical video offering and TikTok competitor Reels, which doubles the video length to 30 seconds and extends the recording timer function, among other refinements that come after Reels recent launch, the Facebook-owned firm announced. Social Media Today

Consumers and marketers at odds over ad preferences, Kantar study finds
Advertisers favor utilizing traditional mainstream social media platforms for digital ads, while consumers tend to be the most positive about ads seen on newer platforms, one of several findings of interest to online marketers in recently-released global survey data. Marketing Dive

Pinterest officially launches new Story Pins format in beta
Pinterest has launched Story Pins, its take on the widely-utilized stories format, incorporating a wide array of content types from text and images to video, and redefining the format by removing the ephemeral element present in offerings from other social media platforms, the firm has announced. TechCrunch

The B2B content that can help your sales team close
Survey data from multiple studies shows how B2B marketers are successfully creating content to be used at various stages of the buyer journey, and where content marketing priorities have been during 2020. ClickZ

2020 October 2 Statistics Image

LinkedIn Updates Marketing Partner Program with New Specialty Categories
LinkedIn (client) has refined its Marketing Partner Program to better guide businesses to helpful resources and partners in categories divided into planning, execution, and measurement, the Microsoft-owned professional platform recently announced. Social Media Today

New Research: 67% Of Marketers Negatively Impacted By COVID-19, But Martech Investment Continues
Some 44 percent of marketers expect marketing technology spending levels to return to normal in 2021, while 67 percent also say that they have seen a negative impact due to the global pandemic in 2020, according to recently-released survey data. Demand Gen Report

With real-world experiences scarce, consumers warm to immersive tech, Accenture study says
64 percent of top consumer brands have begun investing in immersive digital experiences, with the technology credited in boosting consumer purchasing confidence by 9 percent in the U.S., while some 47 percent of consumers noted that they would pay more for products that could be personalized with immersive technology, according to newly-released survey data of interest to marketers looking to implement immersive experiences in the B2B realm. Marketing Dive

Americans Trust LinkedIn With Their Data, But They Are Wary of Facebook
LinkedIn (client) is the most trusted social media platform among U.S. users when it comes to personal data protections, topping Pinterest, Snapchat, Reddit, YouTube, and Instagram, while Facebook was the least-trusted platform, according to recently-released survey data of interest to digital marketers. Adweek

ON THE LIGHTER SIDE:

2020 October 2 Marketoonist Comic

A lighthearted look at “flipping the script” by Marketoonist Tom Fishburne — Marketoonist

Neuralink Brain Chip Comes Preloaded with Memories of New U2 Record — The Hard Times

This Can’t Be Real! 9 Mind-Blowing Links That Will Take You To Visible’s Website Where You Can Purchase Their Services — The Onion

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lee Odden — What’s Trending: Strengthen Your Strategy — LinkedIn (client)
  • Lee Odden — 12 Tips for Tracking and Measuring Your Influencer Marketing Campaigns — Databox
  • TopRank Marketing / SAP — Improving Live Events When You Take Them Virtual with Ursula Ringham & Rachel Miller — Golden Spiral

Have you found your own top marketing stories from the past week of industry news? Please let us know in the comments below.

Thanks for taking the time to join us for the weekly B2B marketing news, and we hope you’ll return again next Friday for another look at the most relevant B2B and digital marketing industry news. In the meantime, you can follow us at @toprank on Twitter for even more timely daily news.

The post B2B Marketing News: LinkedIn Tops Data Trust Survey, More Text Allowed In Facebook Ads, MarTech Spend Climbs To Pre-Pandemic Levels, & Google’s New Tables Tool appeared first on Online Marketing Blog – TopRank®.


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B2B Marketing News: LinkedIn Tops Data Trust Survey, More Text Allowed In Facebook Ads, MarTech Spend Climbs To Pre-Pandemic Levels, & Google’s New Tables Tool

2020 October 2 eMarketer Insider Intelligence Chart

Facebook Is Removing Its Restrictions on Text Content in Facebook Ad Images
Facebook will be relaxing strict text-in-ad-image ratio enforcement, while still encouraging the use of images that contain text in less than 20 percent of the image’s visible area, a move that could pave the way for new more text-heavy image options for marketers. Social Media Today

Google launches a work-tracking tool and Airtable rival, Tables
Google has rolled out Tables, a utility that provides new work-tracking options for uses including customer relationship management (CRM), project management, lightweight database without coding, automation and more, the search giant’s Area 120 incubator recently announced. TechCrunch

Instagram Launches New Reels Updates, Including Longer Clips and Improved Trimming
Instagram has launched a revision to its short-form vertical video offering and TikTok competitor Reels, which doubles the video length to 30 seconds and extends the recording timer function, among other refinements that come after Reels recent launch, the Facebook-owned firm announced. Social Media Today

Consumers and marketers at odds over ad preferences, Kantar study finds
Advertisers favor utilizing traditional mainstream social media platforms for digital ads, while consumers tend to be the most positive about ads seen on newer platforms, one of several findings of interest to online marketers in recently-released global survey data. Marketing Dive

Pinterest officially launches new Story Pins format in beta
Pinterest has launched Story Pins, its take on the widely-utilized stories format, incorporating a wide array of content types from text and images to video, and redefining the format by removing the ephemeral element present in offerings from other social media platforms, the firm has announced. TechCrunch

The B2B content that can help your sales team close
Survey data from multiple studies shows how B2B marketers are successfully creating content to be used at various stages of the buyer journey, and where content marketing priorities have been during 2020. ClickZ

2020 October 2 Statistics Image

LinkedIn Updates Marketing Partner Program with New Specialty Categories
LinkedIn (client) has refined its Marketing Partner Program to better guide businesses to helpful resources and partners in categories divided into planning, execution, and measurement, the Microsoft-owned professional platform recently announced. Social Media Today

New Research: 67% Of Marketers Negatively Impacted By COVID-19, But Martech Investment Continues
Some 44 percent of marketers expect marketing technology spending levels to return to normal in 2021, while 67 percent also say that they have seen a negative impact due to the global pandemic in 2020, according to recently-released survey data. Demand Gen Report

With real-world experiences scarce, consumers warm to immersive tech, Accenture study says
64 percent of top consumer brands have begun investing in immersive digital experiences, with the technology credited in boosting consumer purchasing confidence by 9 percent in the U.S., while some 47 percent of consumers noted that they would pay more for products that could be personalized with immersive technology, according to newly-released survey data of interest to marketers looking to implement immersive experiences in the B2B realm. Marketing Dive

Americans Trust LinkedIn With Their Data, But They Are Wary of Facebook
LinkedIn (client) is the most trusted social media platform among U.S. users when it comes to personal data protections, topping Pinterest, Snapchat, Reddit, YouTube, and Instagram, while Facebook was the least-trusted platform, according to recently-released survey data of interest to digital marketers. Adweek

ON THE LIGHTER SIDE:

2020 October 2 Marketoonist Comic

A lighthearted look at “flipping the script” by Marketoonist Tom Fishburne — Marketoonist

Neuralink Brain Chip Comes Preloaded with Memories of New U2 Record — The Hard Times

This Can’t Be Real! 9 Mind-Blowing Links That Will Take You To Visible’s Website Where You Can Purchase Their Services — The Onion

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lee Odden — What’s Trending: Strengthen Your Strategy — LinkedIn (client)
  • Lee Odden — 12 Tips for Tracking and Measuring Your Influencer Marketing Campaigns — Databox
  • TopRank Marketing / SAP — Improving Live Events When You Take Them Virtual with Ursula Ringham & Rachel Miller — Golden Spiral

Have you found your own top marketing stories from the past week of industry news? Please let us know in the comments below.

Thanks for taking the time to join us for the weekly B2B marketing news, and we hope you’ll return again next Friday for another look at the most relevant B2B and digital marketing industry news. In the meantime, you can follow us at @toprank on Twitter for even more timely daily news.