The B2B Marketer’s Journey To Experiential Content at #B2BMX

By |2020-02-26T06:30:06-05:00February 26th, 2020|B2B Marketing, b2bmx, ceros, Content marketing, experiential content, interactive content, Interactive Marketing|

The B2B Marketer’s Journey To Experiential Content at #B2BMX

What makes an experience an…

?

Full disclosure: I am not on the design team at TopRank Marketing.

But you know what I mean. You’ve eaten dinner at dozens, if not hundreds of restaurants in your lifetime. But there are likely one or two that stick out in your memory. What makes them memorable?

That question drove an intriguing presentation at B2B Marketing Exchange, led by four expert marketers:

Ryan Brown, Ceros
Darius Eslami, Carbon Black
Paige Gildner, Bluecore
Sharon Shapiro, Bluecore

Short answer: What makes experiences different and memorable is if they’re really good… or really bad. Anything in the middle tends to blur together in our recollection. Only the extremes stand out.

[bctt tweet=”“What makes experiences different and memorable is if they’re really good… or really bad. Anything in the middle tends to blur together in our recollection. Only the extremes stand out.” @NiteWrites” username=”toprank”]

Case in point: The vast majority of B2B content. It’s…fine! But maybe not so memorable. 
The Five Levels of Memorable Content
Ryan observed that, when a B2B business has customers or clients in the office, we offer amazing experiences: Everything from go-kart rides to monogrammed socks. 

So why do we offer blocks of black-and-white text in a PDF to our digital customers? Not only does our static content fail to be memorable, it isn’t measurable, either. Interactive, immersive content can provide a better experience and help marketers optimize at the same time. 

According to Ryan, there are five levels of “memorability” for great content:

Narrative. This is text content at its most elemental: ad copy, blog posts, stories, scripts.

 

Visual Elements. Images, graphics, photos and videos liven up the text, but are still static assets on the page.

 

Integrated elements. Forms, maps, chat, embedded content. This level pulls in multiple different types of content from external sources, like a lead gen form or a Google map.

 

Interactive Elements. This type of content solicits and rewards active engagement, versus passive consumption. It can include content you click, touch, or hover over to open content paths and customize the experience.

 

Immersive Elements. This type of content comes alive as the audience moves through it, with animation, actions triggered on scroll and click, parallax effects to give depth, and multiple layers of content.

Most B2B marketers are proficient in the first two levels, and many are getting comfortable with the third. But truly interactive and immersive experiences aren’t as common.
Barriers to Immersive Content
Workflow
According to Ryan, one reason we get stuck with same-old content is the workflow between teams. Typically, content teams create the copy and hand it off to design. The design team isn’t consulted in the planning or execution of the copy. 

Then, the design team takes the copy and goes through the design process in their silo. There’s no collaboration; it’s content + design. 

To fix that workflow, Bluecore’s Paige and Sharon recommend that content and design teams work together, from planning to execution to optimization, in order to:

Engage early
Partner on content development
Frequently sync on milestones

To illustrate how their process leads to more engaging experiences, Paige and Shannon showed off their Content Concierge, an interactive recommendation engine for their content library.

Versus their static content, Bluecore’s Content Concierge achieved a 93% higher interaction rate, and 80% more dwell time.

Tools

The other major roadblock for interactive experiences is the tools marketers use to create content. These tools tend to reinforce the divide between content and design, Ryan says. More complex multimedia experiences also require a third cook in the kitchen: A web development team or vendor partner.

The solution is to seek out tools that empower content and design to work together on interactive, immersive experiences.

Darius from Carbon Black shared how his team used Ceros to design different types of experiences for their customers. They created a choose-your-own-adventure style game for an immersive, long-form experience. But they also created a snackable March Madness-inspired tournament game that people could play in under a minute.

Memorable & Measurable Experiences
According to Ryan, downloadable assets — like a typical white paper — miss the opportunity to provide a memorable experience. What’s worse, they’re not measurable once downloaded. Did the downloader make it past the front page? Was there an infographic that really hit with your target audience? It’s impossible to tell. 

With the right type of interactive content, you can be a fly on the wall as people go through the experience. You can tell where people are clicking, how deep they’re scrolling, and when they’re likely to drop off. That means more opportunities to optimize and engage more deeply. 

Darius encouraged marketers to invest their time and energy in creating and optimizing these memorable experiences. “If we’re not putting the time in with our customers, we can’t expect them to give us their time back,” he said.

[bctt tweet=”“If we’re not putting the time in with our customers, we can’t expect them to give us their time back.” — Darius Eslami, Carbon Black” username=”toprank”]
Getting Started with Experiential Content
Creating memorable content experiences requires a shift in mindset and operations. Making the change can be tricky, Sharon and Paige warned. They offered a three-step approach to getting started:

Create a business case to get buy-in
Do a proof of concept — have a clear outline, objectives and measurable goals.
Prioritize where you will get the most impact 

That last point is crucial, Sharon said. Without a clear set of priorities, you can get option paralysis with the possibilities. Or, as she put it, “It’s like going to the Cheesecake Factory hungry and trying to navigate that massive menu.”
Be the Architect of Your Brand
Ryan ended the session on an aspirational note. He reminds marketers that we are responsible for designing the ways that customers encounter and perceive our brands. “Take pride in the experiences you create,” he said. “Stop ‘writing at’ your customer, and start ‘creating for’ them.”

Dynamic, interactive, immersive content is more engaging for customers, gets better results for marketers, and can even lead to quicker sales and more revenue for the company. It’s well worth making your content experience into an…

See how interactive content made for a memorable experience that smashed benchmarks for our client Prophix.The post The B2B Marketer’s Journey To Experiential Content at #B2BMX appeared first on Online Marketing Blog – TopRank®.

Source: Toprank

A Step-by-Step Guide to Growing Your SEO Traffic Using Ubersuggest

By |2020-02-25T08:34:00-05:00February 25th, 2020|SEO|

A Step-by-Step Guide to Growing Your SEO Traffic Using Ubersuggest

There are a lot of tools out there and a ton of SEO reports.

But when you use them, what happens?

You get lost, right?

Don’t worry, that’s normal (sadly). And maybe one day I will
be able to fix that.

But for now, the next best thing I can do is teach you how to grow your SEO traffic using Ubersuggest. This way, you know exactly what to do, even if you have never done any SEO.

Here we go…

Step #1: Create a project

Head over to the Ubersuggest dashboard and
register for a free account.

Once you do that, I want you to click on “Add Your First Project.”

Next, add your URL and the name of your website.

Then pick the main country or city that you do business in. If you are a national business, then type in the country you are in. If you are a local business, type in your city and click “Next.”

If you do business in multiple countries or cities, you can type them in one at a time and select each country or city.

Assuming you have your site connected to Google Search Console, you’ll see a list of keywords that you can automatically track on the left-hand side. Aside from tracking any of those, you can track others as well. Just type in the keywords you want to track in the box and hit the “Enter” key.

After hitting the “Next” button, you will be taken to your dashboard. It may take a minute but your dashboard will look something like this:

Click on the “Tracked Keywords” box and load your website profile.

What’s cool about this report is that you can see your rankings
over time both on mobile and desktop devices. This is important because Google
has a mobile index, which means your rankings are probably slightly different
on mobile devices than desktop.

If you want to see how you are ranking on Google’s mobile index, you just have to click the “Mobile” icon.

The report is self-explanatory. It shows your rankings over time for any keyword you are tracking. You can always add more keywords and even switch between locations.

For example, as of writing this blog post, I rank number 4 on desktop devices for the term “SEO” in the United States. In the United Kingdom, though, I rank number 16. Looks like I need to work on that. 😉

What’s cool about this report is you can drill down on any
keyword and track your rankings over time. For example, here’s what my site
looks like now…

The purpose of this report is to track your SEO progress. If you are heading in the right direction, your rankings should be going up over time.

Sure, some weeks your rankings will be up and other weeks it
will be down, but over time you should see them climb.

Step #2: Fixing your SEO errors

Once you have created your first project, it’s time to improve your rankings.

Let’s first start off by going to the “Site Audit” report. In the navigation, click on the “Site Audit” button.

Once you are there, type in your URL and click the “Search” button.

It can take a few minutes to run the report, but once it is
done it will look something like this.

Your goal is to optimize your site for as high as an SEO score as possible. Ideally, you want to be reaching for 90 or higher.

Keep in mind that as you add more pages to your site and it gets bigger, it will be increasingly harder to achieve a 90+ score. So, for sites that have more than a few hundred pages, shoot for a score that is at least 80.

As you can see above, I’m getting close to the 80 mark, so I’ll have to get my team to go in and fix some of my errors and warnings.

When looking at this report, you’ll want to fix your critical errors first, then your warnings if you have time. Eventually, you want to consider fixing the recommendations as well.

Click on “Critical Errors” if you have any. If not, click on the Warnings” option. You’ll see a report that looks something like this:

Your errors are probably going to be different than mine, but your report will look similar.

Click through on the first issue on the report and work your way down. The report sorts the results based on impact. The ones at the top should be fixed first as they will have the highest chance of making an impact on your traffic.

If you aren’t sure of what to do or how to fix the issue, just click on the “What Is This” and “How Do I Fix It” prompts.

Again, you will want to do this for all of your critical
errors and warnings.

Once you do that, go back to the “Site Audit” report and scroll down to where you see your site speed results.

Your goal should be to get an “Excellent” ranking for both mobile and desktop devices. If you are struggling to do this, check out Pagespeed Insights by Google as it will give you a detailed explanation of what to fix.

If you are like me, you probably will need someone to help
you out with this. You can always find a developer from Upwork and pay them 50 to 100 dollars to fix
your issues.

After you fix your errors, you’ll want to double-check to make sure you did them right. Click on the “Recrawl Website” button to have Ubersuggest recrawl your site and double-check that the errors were fixed correctly.

It will take a bit for Ubersuggest to recrawl your website
as it is going through all of your code again.

Step #3: Competitor analysis

By now you have probably heard the saying that “content is king.”

In theory, the more content you have, the more keywords you will have on your site and the higher the chance that you’ll rank on Google for more terms.

Of course, the content needs to be of high quality and people have to be interested in that topic. If you write about stuff that no one wants to read about, then you won’t get any traffic.

Now, I want you to go to the “Traffic Analyzer Overview” report.

Put in a competitor’s URL and you will see a report that
looks something like this.

This report shows the estimated monthly visitors your competition is receiving from search engines, how many keywords they are ranking for on page 1 of Google, their top pages, every major keyword they rank for, and the estimated traffic each keyword drives to their site.

I want you to go to the “Top Pages” section and click the button that says “View The Pages That Drive Traffic To This Domain.”

You’ll be taken to the “Top Pages” report.

Here, you will see a list of pages that your competition has on their site. The ones at top are their most popular pages and as you go down the list you’ll find pages that get less and less traffic.

Now I want you to click “View All” under “Estimated Visits” for the top page on your competition’s site.

These are the keywords that the page ranks for.

And you’ll also want to click “View All” under links to see who links to your competition.

Save that list by exporting the results (just click the export button) or by copying them.

I want you to repeat this process for the top 10 to 20 pages for each of your main competitors. It will give you an idea of the keywords that they are going after that drive them traffic.

Next, I want you to click on the “Keywords” navigation link under the “Traffic Analyzer” heading.

You’ll see a list of all of the keywords your competitor ranks for and how much traffic they are getting for those keywords.

This list will give you an idea of the keywords that your
competition is targeting.

Now, by combining the data you saw from the “Top Pages” report and the data you got from the “Keywords” report, you’ll now have a good understanding of the type of keywords that are driving your competition traffic.

I want you to take some of those keywords and come up with
your own blog post ideas.

Step #4: Come up with blog post ideas

You can come up with ideas to blog on using a few simple
reports in Ubersuggest.

The first is the “Content Ideas” report. In the navigation bar, click on the “Content Ideas” button.

I want you to type in one of the keywords your competition
is ranking for that you also want to rank for.

For example, I rank for “SEO tips.” If you want to rank for that term, you would type that into the content ideas report and hit the “Search” button.

You’ll then see a list of blog posts that have done well on that topic based on social shares, backlinks, and estimated visits.

It takes some digging to find good topics because ideally, a post should have all 3: social shares, backlinks, and estimated visits.

When you find a good one, click “View All” under “Estimated Visits” to see the keywords that the post ranks for.

If you write a similar post, you’ll want to make sure you include these keywords.

And you’ll want to click “View All” under links to see who links to your competition. Keep track of this as you will use it later. You can do this by copying the list or by clicking on the export button.

You can also get more ideas by going to the keyword ideas report. So, in the navigation bar, click on the “Keyword Ideas” button.

From there, type in keywords related to what your competition ranks for and you will see a list of long-tail suggestions that are similar.

You can also click on the “Related” link in that report to see a bigger list of related keywords.

And you can click on “Questions,” “Prepositions,” and “Comparisons” to see even more keyword and blog post ideas.

Typically, the more search volume a keyword has the more
traffic you’ll get when you write about it.

Now that you have a list of keywords and topic ideas, it’s time for you to write and publish your content.

If you are new to writing blog posts, watch the video below. It breaks down my writing process.

[youtube https://

Step #5: Promotion

I wish SEO was as simple as fixing errors and writing content based on popular keywords but it isn’t.

Remember how I had you create a list of sites that link to your competition?

You know, the ones you got from the “Top Pages” and “Content Ideas” reports.

I want you to start emailing each of the sites linking to your competition and ask them to link to you. See if someone else is linking to your competition. If they are, it shows you that they don’t mind linking to sites in your space. This means that there is a good chance you can convince them to link to you as well.

You’ll have to browse around their site to find their email. But once you do, send off a personal message explaining why your content will provide value to their readers and how it is different/better than what they are currently linking to.

In addition to that, I want you to go to the “Backlinks” report. In the navigation bar, click on the “Backlinks” option.

In this report, I want you to type in your competitor’s domain. You’ll see a report that looks like this:

You’ll be able to see their total link count, link growth over time, and, most importantly, a list of sites linking to your competition.

Now type in a URL of a blog post that your competition has written and that you know is popular (do this in the search bar). Next to it, in the search bar, change the drop-down to “URL” and click the “Search” button.

Once the report is done loading, you’ll see a new list of links pointing to that specific URL on your competition’s site.

I want you to do the same thing. Reach out to all of those
URLs and ask for a link as well.

When doing this, you’ll find that a lot of people will ignore you but you need to think of it as sales. You need to follow up and try to convince people. The more links you get, the higher your rankings will climb in the long run.

Even if you only convince 5 people out of 100 that you
email, it is still not bad as something is better than nothing.

Conclusion

My goal with Ubersuggest wasn’t to create too many reports, but instead, make the tool easy to use so you can generate more search traffic.

And as your rankings and traffic climb, you’ll see within your Ubersuggest dashboard how things are going.

What’s beautiful about this is that it will crawl your site automatically once you create a project. This way, when new SEO errors appear, Ubersuggest will notify you.

So, are you ready to improve your SEO traffic? Go to Ubersuggest and create a project.
The post A Step-by-Step Guide to Growing Your SEO Traffic Using Ubersuggest appeared first on Neil Patel.

Source: Kissmetrics

The Influence of ABM in B2B Marketing: Top B2BMX Sessions & Speaker Insights

By |2020-02-24T06:35:42-05:00February 24th, 2020|ABM, b2b influencer marketing, B2B Marketing, Influencer Marketing|

The Influence of ABM in B2B Marketing: Top B2BMX Sessions & Speaker Insights

2020 marks the 8th year in a row that I’ve presented at the B2B Marketing Exchange. During that time there have been many changes: within the B2B marketing industry, the strategies and technologies driving performance and in the programming at B2B events like B2BMX.

ABM in particular has experienced a rise in the B2B marketing world and evidence of that momentum is evident in the session topics, martech vendors and attendees at this year’s B2BMX conference in Scottsdale, February 24-26.

According to research from Demand Gen Report, 50% of B2B companies have been implementing ABM programs for more than a year and that number will continue to rise. With growing popularity, increasing numbers of marketers are searching for ways to incorporate ABM into their B2B marketing mix.

Enthusiasm around ABM has reached B2BMX in the form of numerous sessions in the program dedicated to the practice. It’s easy to see why as B2BMX Content Director, Andrew Gaffney puts it:
“ABM has transformed B2B marketing at a foundational level and has helped usher in more contextual and relevant outreach across all mediums.” @agaffney
To get a handle on where ABM is going and what B2B marketers should be focusing on in 2020, I spoke with several B2BMX speakers that will be presenting on ABM and asked for their insights.

“While traditional demand generation activities continue to be the lifeblood of marketing-sourced pipeline for B2B revenue marketers, ABM is now becoming the conduit for the historically strained relationship between marketing and sales. ABM requires marketers and sales teams to work together on things like account selection, personified value propositions and success measures – ultimately uniting teams prior to GTM, reducing revenue attribution friction and creating camaraderie. When building your ABM strategy, engage your extended teams early, gain their buy-in, ideas, and suggestions and build on the qualitative gains.”

Stacy Gardner /in/stacyrambingardner
Director of Marketing Programs, Banking Solutions at Bottomline Technologies

“One of the most significant challenges B2B marketers are facing is how to achieve any degree of scale to their ABM efforts. As sales increasingly sees the value of an account-based approach, the pressure falls on marketers to deliver on the promise of ABM but to an expanded list of accounts. In 2020, successful ABM leaders will be those that make compelling arguments internally to secure or re-allocate more resources to support the accounts that matter most.”

Bob Peterson /in/bob-peterson
Vice President, Principal Analyst, Account-Based Marketing for the SiriusDecisions at Forrester Research

“No forms, no cold calls and no spam in 2020 – As a marketer, your cold emails are probably not getting you any business but are definitely getting you unsubscribes. To break out from the noise, marketers will personalize for the account, persona and buying team, behavior and TIMING. Next year, marketers will break up with the form fill, the spam email and the cold call. Rather than bombard buyers with irrelevant emails, marketing teams will take a leap to understand what they care about. Marketing will generate bigger deals and win more often by uncovering, prioritizing and engaging in-market buyers.”

Latané Conant @LataneConant
Chief Marketing Officer at 6sense

“Since 2020 marks a new decade, let’s start fresh. Many b2b marketers are hamstrung by old-style expectations of what they can do. Starting now, marketing leaders in account-centric models (i.e. everyone in b2b) must re-negotiate terms of how they’re measured. Reality in a world where more revenue comes from keeping and growing accounts you have means success based on marketing-sourced leads is largely irrelevant. Look instead at the holistic view of how marketing engages and encourages customers. Measure marketing based on engagement, revenue and retention but in context of overall customer experience, not just top of the old funnel.”

Megan Heuer @megheuer
Vice President of Marketing at Engagio

With any newish marketing discipline on the rise, it’s tempting to think of ABM as a flashy new B2B marketing strategy, but experienced marketers like Sangram Vajre, CEO at Terminus sum it up succinctly, “ABM is B2B”.

With such a broad view of ABM, it’s inevitable to see the connections between ABM and other B2B marketing disciplines that effective at creating real marketing and business impact.

One of those intersections is between ABM and influencer marketing as Nick Nelson has covered here recently:
“The intersection of ABM and influencer marketing represents one of the most promising frontiers for B2B marketing, especially when it comes to the pursuit of enterprise customers. Not only do influencer partnerships help you break through and gain visibility with busy decision makers at these coveted accounts, but also drive engagement and persuasively move the needle.”
In my own journey to understand the opportunities with ABM, I’ve learned that within ABM, the focus on influencers has to do with individuals that influence within buying committees. But what about the source of influence for those buying committee influencers? The role of influence is certainly not limited to those within the target account.

The question I’ll be posing in my B2BMX presentation, is why limit our focus on influencers to those within the target account?

Who is influencing the influencers and how can we activate them to improve our B2B marketing?

Understanding the sources of influence for individuals within a target account can provide essential insights into the signals, targeting and content activations that can make ABM work even better.

In my presentation, How to Optimize ABM Results with Influencer Marketing, I’ll be digging in to how B2B marketers can identify those influencers, how to map topics of influence to content activations with influencers and examples of how ongoing influencer engagement can create brand awareness, advocacy and influence within accounts.

If you’re attending B2BMX this week, you may see my TopRank Marketing associates Susan Misukanis and Joshua Nite attending sessions and interviewing key B2B marketing influencers.

Here are a few sessions on ABM and in other areas that our team is looking forward to:

Monday Case Studies – 2:20PM
Dell Technologies And Innovative Conversion Strategies That Create Pipeline
Anamaria Alba, Dell Technologies
Ed Grossman, Activate

Monday Case Studies – 3:10PM
From ABM Zero To Revenue Hero In Less Than A Year: How One Marketer Won Over Sales & Delivered Success — Fast
Katie Findling, Smarsh
Brian Panicko, Smarsh
Megan Heuer, Engagio

Monday 4:05PM Keynote
Getting The Green Light: How To Build Messages People Say YES To
Tamsen Webster, Find The Red Thread

Monday 5:30PM
Killer Content Awards Ceremony
TopRank Marketing is proud to share two of our clients are KCA finalists!
Dell Outlet Small Business and Alcatel Lucent Enterprise

Tuesday 10:45AM
ABM And Demand Generation: Taking A Blended Approach
Robert Peterson, SiriusDecisions

Tuesday LUNCH & LEARN: 12:20PM
Experiences Everywhere: How To Create Marketing Your Audience Demands
Mark Bornstein, ON24

Tuesday 4:30PM
Move Over Mediocre! The B2B Marketer’s Journey To Experiential Content
Ryan Brown, Ceros
Darius Eslami, Carbon Black
Paige Gildner, Bluecore
Sharon Shapiro, Bluecore

Wednesday 10:40AM
How To Optimize ABM Results With Influencer Marketing
Lee Odden, TopRank Marketing

Wednesday 11:20AM
PANEL: Orchestrating ABM With Channel Partners
Latane Conant, 6Sense
Rauli Garcia, Sage Intacct
Kerry Desberg, Impartner
Jessica Garrett, KORE Wireless (former)

Wednesday 2:15PM
ABM, DemandGen, Hybrid: Best-Practice Tips & Tricks To Improve Conversion
Jon Russo, B2B Fusion
Tim White, People.ai
Corey Livingston, OneNeck IT Solutions
Neenu Sharma, GE Digital
Stacy Gardner, Bottomline Technologie

Wednesday 3:30PM
The B2B Marketing Team of Tomorrow: The Top Skills & Talents Shaping Success For The New Decade
Wes Lieser, Versique
Rose Spicer, Oracle
Michelle Liro, PTC
Nirosha Methananda, Bombora

Be sure to follow our liveblogging of B2BMX here on TopRank’s Online Marketing Blog as well as our social shares on Twitter from @nitewrites, @smisukanis, @leeodden and @toprank.

To learn more about the intersection of ABM and Influencer Marketing, you can get more details on my session here:

How to Optimize ABM Results with Influencer Marketing
Wednesday, February 26th at 10:40AM
Demand Gen Summit Track – Arizona 5
Focusing on accounts with the biggest revenue potential requires every competitive advantage. But ABM alone is not enough to break through to distracted and distrustful decision makers. To connect with accounts more effectively, B2B marketers are increasingly adopting influencer marketing to build trust, reach and engagement.

This presentation with Lee Odden of TopRank Marketing will share how B2B marketers can identify the influencers that resonate most with target account contacts as well as create greater influence amongst client facing contacts. In this session you will learn:

* How an ABM and influencer marketing integration model inspires strategy
* How to determine what topics and content resonate with your target accounts
* How to identify who is influential to the people within your targeted accounts
* How to grow influence for sales and the brand

We hope to see you there!The post The Influence of ABM in B2B Marketing: Top B2BMX Sessions & Speaker Insights appeared first on Online Marketing Blog – TopRank®.

Source: Toprank

Microsoft Edge adds Safari’s ITP rules so the video, comment embeds on your site can function more easily

By |2020-02-21T13:09:36-05:00February 21st, 2020|Uncategorized|

Microsoft Edge adds Safari’s ITP rules so the video, comment embeds on your site can function more easily

Support means embedded third-party widgets like YouTube and Facebook will work in the Chromium-based browser regardless of TLS.

Please visit Marketing Land for the full article.

Source: Marketing land