Category Archives: Uncategorized

World First Solar Powered Fashion Show



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Jessica Minh Anh is no stranger to extraordinary catwalk in the best places. The July 17, 2015, the model and the contractor will be history making 10th generation in the middle of the solar power plant Gemasolar win in Seville, Spain. Unlike previous fashions Jessica at the Eiffel Tower, the Tower Bridge in London, Grand Canyon Skywalk, and One World Trade Center, J Summer Fashion Show 2015 not only presented a combination of art, architecture, culture and fashion, but also celebrate the best of advanced technology and environmental preservation. With backdrop of famous film central tower and thousands of advanced mirrors, the gateway to the sun must redefine the standards of modern fashion.

J Summer Fashion Premiere in June 2015 fashion collections and exclusive jewelry in Europe and Asia. Focusing on the art of minimalism, Ekria Turkish jewelry brand presents a collection of highly futuristic gold laser cut and silver. Rather, the Spanish sensation Paloma Sanchez, who has traveled the world in search of the most precious stones, present a luxurious and colorful collection. Heavily influenced by Chinese culture and dedication to perfection, the jeweler combines Eastern European charm and sophistication to make all women feel like kings. Returning to the single gateway Jessica Minh Anh, Pakistani Haute Couture designer Syeda Amera continue their creative approach to training, gold glitter embellishments, bold cuts, and abstract patterns. Adding a Spanish touch to the big window, very clean designer Vera Pilar Sevilla will present some of the most dynamic, dramatic, romantic and especially Flamenco dresses. Youth collection pays homage to the textile crafts, traditional sewing techniques and floral prints with an emphasis on the sensual silhouettes. “Jessica Minh Anh embodies fluid movements, class and elegance that resonate with my collection. I look forward to its main other models on the podium in my multilayer signature red doll dress,” said Pilar Vera.

4 Steps Marketers Can Take Towards Increasing Their Digital Marketing Budget

Marketing Budget

Raise your hand if you’ve ever encountered a situation like the one described below:

It’s time again for your annual marketing budget meeting. You’re confident that what you’ve put together is going to knock the leadership team’s socks off.

You begin rocking through your amazing slide deck, chock full of powerful data points such as the number of Facebook Likes and banner ad clicks. Everything seems to be going great, and you know that this is the year you’ve finally proven the value of digital marketing and will win more budget. This means more budget to create additional content, place more ads and maybe even hire a great agency to help augment internal marketing efforts.

“Sure.” your CEO says, “That all looks great, but what are we going to get out of it?”

“Brand awareness, views, clicks, shares” – you say.

“No.” they say pointedly, “What are we really going to get out of it in terms of new customers, revenue and sales?”

A recent study from Econsultancy found that only 44% of marketers surveyed believe that the C-Suite really gets digital marketing and is developing an effective strategy. This can create many challenges for today’s digital marketers.

So how do you convince the C-Suite of the power of digital marketing when it comes to meeting business objectives and win that bigger budget?

Step 1: Become Fluent in CEO Speak

In my day to day, I spend most of time talking with other agency and client side marketers. Fortunately we are all speaking the same marketing lingo of conversions, page views and bounce rates. However, in order to get your CEO on board, you’ll need to step away from the marketing speak and dial into language which resonates with your audience:

For example:

speak CEO language

Step 2: Do a Landscape Audit, Don’t Forget Your Competition

Try to remember that most CEO’s don’t live and breathe digital marketing. They may not be aware that 83% of B2B marketers have a content marketing strategy in place. Or that there are 350 million users on LinkedIn. Set the stage by letting them know what is going on in the industry.

Keep in mind however that all the 3rd party research in the world won’t lead to an increase in budget, but showing a competitor that is applying a similar tactic and doing well will. C-suite is often intrinsically motivated by the idea that their competitors may know something they don’t.

Create a simple matrix of your top competitors and who is using which tactics. Then use a competitive audit tool like SEMrush to find data for PPC ad spend and traffic volume. Pull this data into a PowerPoint deck, and include screen shots of impressive ad campaigns or downloads to show value to your CEO.

Step 3: Show Them What They Stand to Gain (Or Could Lose)

When preparing to present to your leadership team, make sure that you:

Know what your CEO really cares about. Sometimes we assume CEO’s only care about the bottom line, but they may have many other objectives for the upcoming year. Examples could include: increasing brand visibility, attracting new customers from top competitors, or a higher volume of product sold.

Nail down tracking. If you don’t have the tracking in place to tie back each of your marketing tactics to an objective your CEO really cares about, then make sure you laser focus on making that a reality. Leverage custom tracking URLs and some advanced Google Analytics segments to document tracking of visitor flow and conversions from pretty much any digital marketing tactic. If you need more advanced tracking, begin researching marketing automation systems, and plant the seeds for a big investment in 2016.

Perhaps you already have tracking in place. The next step is to show your team what they stand to gain.

For example:

  • 2015: Created 4 gated downloads = 800 leads
  • 2016 (Double the investment): 8 gated download = 1,600 leads

If you can present a case for investing in 4 additional content marketing assets, and the standard cost per lead, then you can show the potential ROI on additional content objects.

Now let’s flip that on its head. By not investing these dollars in 2016, you stand to lose 800 new leads. Psychologically, showing what your boss stands to lose is often more compelling than a potential reward.

Step 4: Start Small to Win Big

When testing a new tactic or platform, like Google AdWords or co-created content, I always advise clients to start small.  You must invest enough to run a true test, but consider it in terms of percentage of available budget.

I recommend that companies invest 70% of available budget in tried and true tactics that you know produce results, 20% on medium risk tactics, and only 10% on those brand new, high-risk tactics. This strategy ensures marketing is creating the results you need, while still making room for testing new tactics that have the potential to drive big results.

If you are asking for a 25% increase in budget, show your CEO the breakdown of how you will be spending that budget. Knowing you are investing the lion share in proven tactics, can help show that you are aiming to make a sound investment.

If you’re looking for more help crafting your pitch, speak with your current agency and have them provide you with more results from the previous year and their recommendations for next steps.

If you’re not working with an agency, reach out to an agency like TopRank Marketing and see what recommendations they have or what they would provide you if you worked with them.

Image: Shutterstock


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© Online Marketing Blog – TopRank®, 2015. |
4 Steps Marketers Can Take Towards Increasing Their Digital Marketing Budget | http://www.toprankblog.com

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Using Solar Power in Your Home



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Residential solar power is becoming an attractive option for many people. They can use the sun’s energy to operate various devices and to heat their homes. It is also earth-friendly and economical way to bring the power in your home. Solar energy can help reduce external energy consumption by 50-70 percent. There are several different ways you can use solar energy in your home, which may include the use of solar panels and solar thermal systems to produce electricity.

Once you have installed solar power in your home, you can use water heated by solar energy to produce hot water and heat your home. There will be a collector mounted on an elevated area, such as the roof, and is used to absorb thermal energy from the sun. Often increases the heat and stores the resulting hot water. This heat can be piped through radiators to heat the house and provide hot water. Besides reducing your electricity bills, it can add value to your home if you decide to sell your home.

The main reason why many people are using residential solar power is helping to reduce the cost of their utility bills. Depending on the type of solar system used in a dozen years, the solar panels can pay for themselves. The Department of Energy United States hopes that by 2020, solar energy will become common place in homes. They also expect to see the normal cut energy consumption by seventy percent in that time.

The solar electric panel is the technology used in solar power, which uses photons to produce electricity. Solar electric panels, known as photovoltaic panels (PV) can be installed in a variety of ways, such as:

• Free standing rigid sheets

• Adjust your ceiling

• peel and stick laminate

How dependent are installed ceiling. The captured energy is converted into electricity through a modified grid system. It has an installed meter that reads the amount of solar energy used in your home compared to normal electricity used. The meter will then subtract the power of solar energy is used and what is left is then applied to your electric bill.

Most solar energy systems that are used are also able to store some of the energy they generate so if there is a surplus of energy can be used at a later time. Besides using the stored energy to generate rooms hot water and heat, it can also supply for other electronic equipment and light your home. The main cost of solar energy is the cost of installing the system and solar panels.

Content Marketing Measurement & ROI Advice From Experts at Kraft Foods & 3M

Content-Marketing-Measurement-&-ROI

Understanding the potential risk and return on any investment is imperative for making a sound business decision. It doesn’t matter if the investment is monetary or that of time or resources.

In recent years, marketers have begun investing more and more into digital marketing programs. Content marketing investment specifically has been on a steady uprise and will only continue to increase in the coming years.

However, only 21% of B2B marketers say that they are successful at tracking content marketing ROI. That means that 79% of B2B marketers are investing in strategy and execution but are not able to track the success of their programs.

Have no fear, we brought in reinforcements. TopRank Marketing recently had the opportunity to interview Julie Fleischer of Kraft Foods and Carlos Abler of 3M as part of our Content Marketing World eBook series.

Julie Fleischer 070615

Julie Fleischer – Kraft Foods

Sr. Director Data + Content + Media

Content Marketing Measurement

With all of the articles and surveys and agencies calling for an increase in the amount of strategic content that marketers are producing, it would be easy to believe that we have universally arrived at the Era of Content Marketing.  Finally, the industry has come around to the belief, so well articulated by Michael Brenner, that it’s time to “stop interrupting what people are interested in and be what people are interested in.”

Flawed Measurement Models

Unfortunately, content marketing measurement lags far behind the common sense belief that if people don’t pay attention to it, they can’t be persuaded by it.  Marketing Mix Models, while painfully flawed, have the solid advantage of having been around for decades; they are built into volumetric forecasts.  They are the basis for financial investment.  They are the starting points for every media plan.

And yes, they represent a gross approximation of reality and cannot read small spends, emergent media, or the diverse, intimate, personal, service- driven nuances of content distribution, but they have been around forever, so what CMO is going to forgo their guidance to approve a plan that is wholly ungrounded?

And how on earth can the esoteric, precious, and unproven metrics we’ve been using in content marketing unseed the dominance of Mix?  If trust is built on credibility and credibility is built on consistently delivering what you say you’ll deliver, how can convenience metrics ever win? The fact of the matter is, they can’t.

We’ve been so focused on measuring what’s easy to measure and what’s unique by platform, that we’ve failed the basic tests of marketing metrics:

  • Do they measure what we really need to know?
  • Are they material?
  • Can they predictably guide our businesses?

Determine Critical Measurements

The most important thing you can do as a content marketer is determine what measurements are critical in driving spending decisions at your company and then build an analytic methodology that answers it for content.  Is it ROI?  ROAS?  CPA?  What will it take to prove the worth of your content vs every other form of marketing spend available?

The sooner we build methods to measure the true attributable impact of content marketing on product sales in a way that can be compared directly to other marketing investments, the sooner content marketing, with all of its common sense virtues, can finally replace dated, ineffective and failing forms of marketing communications.  It’s all in the measurement.

Carlos Abler 070615

Carlos Abler – 3M

Leader: Content Marketing Strategy

Using Science to Create a Sound Approach to Content Marketing ROI

I want to focus on the notion of blending socio-behavioral sciences methodologies with data sciences and content and application marketing. Today, marketing is being moved sideways into social socio-behavioral sciences but doesn’t quite realize it.

A number of years ago I worked on an initiative where we used intelligent content highly tailored to the personal change management psychographics of individuals, merged with behavioral and other data with the goal of increasing smoking cessation. The results were phenomenal and a testament to how powerful content can be in transforming behavior.

Ultimately marketing and sales goals are about changing behavior. Ideally in an ethical fashion to the mutual benefit of all. And you can’t beat micro-segmentation at levels optimized to leverage principles of motivational psychology. But to even speculate as to how this type of approach can be leveraged in marketing requires education that marketers simply don’t have.

Create a Blended Team

Another skill most marketers don’t have is knowing what real science looks like. They need a lot of help to understand what it means to set up solid research, and to draw VALID CONCLUSIONS from the evidence. If you put together a team that has a blend of social sciences skills, data sciences, and solid editorial and application development practice, all within an agile framework, you would see some really powerful results.

While this may seem a little outlandish, it really is the logical conclusion for tracing the ROI of content marketing efforts. People are doing this kind of work whether they are any good at it or not. It’s the same situation as businesses becoming publishers. We also need to acquire these scientific methods to realize the full competitive opportunity that the digital disruption as afforded us.

Find the Solution That Works for You

Julie recommends that marketers focus on the basics for beginning to measure content marketing programs. However, when it comes to ROI Carlos suggests a scientific approach for determining true value.

What blend of practical sense and a scientific approach do you think will have the biggest impact on your content marketing measurement and ROI?

Header Image: Shutterstock


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© Online Marketing Blog – TopRank®, 2015. |
Content Marketing Measurement & ROI Advice From Experts at Kraft Foods & 3M | http://www.toprankblog.com

The post Content Marketing Measurement & ROI Advice From Experts at Kraft Foods & 3M appeared first on Online Marketing Blog – TopRank®.

5 Impactful Digital Marketing Takeaways from MNSearch Summit

MNSearch-Summit-2015

In order to be an effective digital marketer, it’s imperative that you understand the role that search plays in all of your marketing initiatives. The search landscape is quickly evolving and sometimes what you need is a helping hand from some industry experts to set you down the path to success.

Amazingly, that is just what we experienced at this years MNSearch Summit. Alexis Hall, Evan Prokop, Joel Carlson, Kat Steiner and I took a leap across the river into St. Paul Minnesota for a day filled with actionable information that can be used to improve any digital marketing program.

If you were not able to attend, or maybe didn’t get to see all of the sessions that you would have liked, we’ve provided a helpful roundup of 5 of the takeaways that we believed were most impactful for digital marketers.

ahall

Team Member: Alexis Hall

Session: The Data-Driven Content Marketer – Sean Callahan, LinkedIn

The statement exemplifies the pain marketers have been feeling for over 75 years. Imaging the glory days of a 1950s Don Draper, when advertising was based on gut feel, seeing into the soul of the customer. Some things worked and some things didn’t.  The problem was – it was very difficult to tell which was which.

As savvy content marketers today, we certainly know more about performance than the 1950s ad man, but many of us still feel a gap when it comes to measuring content. We are ready to move beyond page views and social shares to find out if our content is really working.

Enter – big data. It’s no surprise that the amount of data is ramping up:

  • 5 Quintillion bytes of data created every day across the globe
  • 90% of existing data has been created in the last 2 years
  • 90% of buyer journey completed by the time a prospect reaches out to a salesperson

Throughout his presentation, Sean provided examples of companies like Netflix, Google, Zendesk and many more that are using data to guide their content marketing strategy.

He explained that one approach to creating relevant content is the Big Rock Approach, when one big piece of content in a period feeds other content marketing efforts.

The Big Rock Approach follows these steps:

  1. Start with keyword research: Find out what your customers asking and where that intersects with your business.
  2. Repurpose content like leftover turkey: Use tactics such as slide presentations, blogs, infographics, webinars and videos. Then drive your audience back to a gated piece of content to drive conversions.
  3. Use turkey slides to fuel your content hubs: Examples would include:
    1. Company pages
    2. Sponsored updates
    3. LinkedIn Groups
    4. SlideShare

When you are able to merge a data driven approach with truly relevant content then you can make your marketing really meaningful.

ksteiner

Team Member: Kat Steiner

Session: How to Win with the Unexpected in PPC – John Gagnon, Bing

In his session, Bing Ads Evangelist John Gagnon offered sound advice to help marketers look at solving problems in unique ways.

There were three strategies that John discussed including voice search, brand term bidding and offsite tagging. All of which can be used to help companies stay competitive with their online properties in the current digital landscape.

Voice Search

According to Gagnon, the increase in the use of voice search will alter how marketers strategize on behalf of their clients. Currently, 25% of inquiries come from a voice search. It is essential that steps are taken to target this specific audience segment.

The use of voice search is different from a typed inquiry in the following ways:

  • A searcher is mobile, so the results will change accordingly
  • A searcher is looking for local results
  • The search inquiry is shaped in a more conversational format

Brand Term Bidding

When looking to attract traffic for branded search, companies still need to utilize paid search opportunities in addition to organic strategies. By bidding on the highly visible paid space, companies can ensure less clicks go to their competitors.

Brand term bidding gives marketers control of what landing page a visitor arrives on. By maintaining visibility in the paid space for branded terms, a marketer can influence the first impression a visitor has when they arrive on their website.

Offsite Tagging

When looking for remarketing opportunities, marketers can utilize the websites of relevant business partners to gain insights. Marketers can tag the site of the business partner to see how visitors are interacting, then start collecting information to build out the audience and report on their behavior. Once relevant audience members are identified, these individuals can be retargeted at a later date.

azeckman

Team Member: Ashley Zeckman

Session: Email Marketing Trends, Tactics & Opportunities for Search Marketers – Loren McDonald, Silverpop

Loren McDonald provided some great insight into email marketing trends, as well as the convergence of email marketing and search. What stuck with me the most from his session was the opportunity for email marketing and search teams to work together, and the fact that most simply aren’t.

Below is some of the low hanging fruit that Loren mentioned in his presentation:

  1. Landing Pages: You can build a dynamic email based on the search terms that consumers used to get to your landing page.
  2. Lead Scoring: If marketing automation is being used, begin incorporating keywords into lead scoring. Keywords can be scaled higher or lower based on what was used to drive the consumer to your website.
  3. Keyword Driven Email Content: There is also an opportunity to incorporate the keywords used in search results to drive the content of your email campaigns.

eprokop

Team Member: Evan Prokop

Session: How we Can Tell a Compelling Story with our Google Analytics Data – Jeff Sauer, Jeffalytics

There are many steps involved in collecting, cleaning and categorizing data in a way that makes it prime for storytelling. Jeff Sauer provided many actionable tips in his presentation to help marketers get more from their Google Analytics data. When it comes down to it, how can marketers use data to tell a compelling story?

In order for data to be valuable, it needs to tell a story. “Traffic is up 50% over last month” doesn’t say much, but “referral traffic from the ebook campaign we launched last month helped to drive a 50% increase in total website traffic, 20% increase in soft leads and 10% increase in revenue compared to the previous month” tells a much more compelling story.

A good web analytics story not only summarizes the current situation, it leads to actionable next steps. Taking the example above, a logical and actionable next step would be to allocate additional budget to the content marketing team to concept and launch additional ebook campaigns.

That’s the kind of story that drives business decisions and leads to results, and that’s what all digital marketers should be striving for from their web analytics.

jcarlson

Team Member: Joel Carlson

Session: The Power of Real-Time Content For Any Organization – Bob Stanke, Minnesota Timberwolves

The ability to respond to a story in real-time is an incredibly difficult task. In fact, AdWeek reported that only 4% of marketers are able to create content for breaking news in real-time.

Bob Stanke opened up his session by reminding the crowd of the heart wrenching story of the Chilean miners that were stuck underground for two months in 2010. He also highlighted that Oakley quickly jumped into action and provided the miners with sunglasses to help their eyes adjust once they were finally freed. This seemingly small investment and goodwill move on Oakley’s part led to an approximately $41 million return for the company.

In his position at the Minnesota Timberwolves, Stanke and his team have to be able to respond quickly and effectively to breaking news. Below are some of the ways that they are able to set their team up for success:

Real-Time Content the Timberwolves Way

  • Conduct weekly content meetings
  • Include representatives from over 7 different departments
  • Discuss various what-if scenarios
  • Give attention to crossing storylines (Ex. Does a current player live or did they live in an area that was just hit by a disaster)
  • Focus on human-interest topics as they relate to the organization
  • Discuss ways to use exclusive content and how will it be distributed

A Behind-the-Scenes Snapshot of #MNSummit

MNSearch-Summit-Collage

The speakers at MNSearch Summit covered email marketing, PPC, using data for storytelling and so much more. Which tip above most closely aligned with your current digital marketing needs?

Disclosure: LinkedIn is a TopRank Online Marketing client.

Header Image: Shutterstock


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5 Impactful Digital Marketing Takeaways from MNSearch Summit | http://www.toprankblog.com

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Joe Pulizzi (The Godfather) Discusses the Content Marketing Revolution #CMWorld

Joe-Pulizzi---interview-header-

Without anyone accusing me of exaggerating, I can safely say that Joe Pulizzi is a bona fide content marketing visionary. Joe started using the term “content marketing” in 2001, long before the rest of the industry caught on to its potential. In the past decade and a half, Joe has firmly established his thought leadership in the field, earning the nickname “The Godfather of Content Marketing.”

In 2007, Joe founded the Content Marketing Institute (CMI), which has grown into a vital resource for thousands of marketers worldwide. In addition to building a massive hub of marketing resources, classes, and training programs, CMI produces Content Marketing World, the world’s largest content marketing event.

I recently sat down with Joe for a sneak preview of his keynote address at the 2015 Content Marketing World. Read on for Joe’s thoughts on how content marketing is evolving, the strategies that led to CMI’s success, and how to become an “octopus of content love.”

If you focus on a subscriber approach to audience development, you can go deeper with your content and emphasize value.

Without giving too much away from your keynote, what are 3 exciting evolutions for content marketing that you see on the horizon?

  1. I’m really interested in the merger and acquisition scene. It’s going to hit people like a big surprise, especially in B2B. Particularly in tech, companies will see content factories already built and those will be attractive acquisitions when considering the time it takes to build.
  1. Only 30% of marketers have subscription growth as a key metric. It speaks to where we are with content marketing. The notion that we need to build content for the buyer’s journey and different stages has been overblown. It’s easier to simplify that idea and just become an ongoing guide and resource and we touch the customer with value – every day, every week. They’re going to create their own buyer’s journey anyways. If you focus on a subscriber approach to audience development, you can go deeper with your content and emphasize value. Instead of focusing on 57 segments and 5 stages, create an incredible experience for your customers and you’ll have an amazing outcome. Simplify and create more value.
  1. I’m excited about the field of journalism again. Marketers are bringing in professional journalists that have a nose for stories. The media business model is broken, but media itself is flourishing. There’s never been lower barriers to entry and easier ways for customers to access it. The more journalists in marketing, the better. If they want to tell great stories and have funding to do so, the opportunity is there.

Digital publishing has become more popular because we can, and not for the right reasons.

Based on your recent report at CMI, it appears that B2B and B2C marketers alike are continuing to struggle with measurement of content marketing activities. What do you believe are the biggest barriers to either collecting the data or focusing on the right metrics?

The clear majority of marketers have no documented content marketing strategy. If we can start with documenting the why, the business goal and audience, then you can begin to develop an action and execution plan that includes measurement. Digital publishing has become more popular because we can, and not for the right reasons.

People implementing content marketing do so because they’re told to, without understanding why. Content marketers need to ask the right questions relevant to achieving business goals.

We want to be an octopus of content love to provide them with options.

What are the biggest challenges that your own company faces when it comes to content creation, promotion and measurement?

Choosing the right activities – there are so many things we could do. Our key metric to everything is based on subscribers. I’m focused on creating a unique story that subscribers can’t get anywhere else. I’m focused on looking at subscribers and how we can improve.

Those people that engage with at least 3 different types of content, they are way more likely to attend CMI or buy something from us. We want to be an octopus of content love to provide them with options. The more we can do that the more positive results we’ll see.

Brands with huge budgets are struggling because they are so campaign focused.

What is the single most important thing you’ve learned in your journey from publishing to becoming the “Godfather of Content Marketing”?

If you build a loyal audience over time, you can sell them whatever you want. Focus on a content niche relevant to an area of business that you’re focused on, and develop an audience. As you build that audience, you can figure out what best to sell to your community.

Brands with huge budgets are struggling because they are so campaign focused.

There’s convergence – media companies are becoming product and product companies are becoming media companies. Soon you won’t be able to tell the difference.

What Content Marketing mix is CMI currently experiencing the most success with?

The podcast has been a pleasant surprise with a consistent flow of sponsorship that’s growing. In person events that I and Robert Rose speak at. The masterclass series of small workshops in different cities across the U.S. have been successful for driving registrations to the CMWorld event.

We have one person in charge of Internal content curation and repurposing that drives subscribers.

Do you believe that email marketing is dead or still very much alive? Why?

Not at all. It’s the most important thing we do. It’s harder to cut through the clutter but if you do, you get the lion’s share of attention.

Ready to Up Your Content Marketing Game?

Be sure to reserve your space at Content Marketing World for thought-provoking presentations from Joe and over 200 other luminaries in the content marketing industry.

Get a preview of Content Marketing World’s blockbuster lineup with Measuring Your Content Marketing Box Office Success, featuring advice from industry thought leaders Michael Brenner, Julie Fleischer, and of course, Joe Pulizzi.

Access All Three eBooks On-Demand

CMWorld 2015 eBooks

If you missed the premiere of any one of the eBooks in our triple feature, you are in luck! You can access all three of them anytime, anywhere. Select the links below, grab some Junior Mints and dig in.

The Big Picture of Content Marketing Strategy

Making Content Marketing the Star of Your Marketing

Measuring Content Marketing Box Office Success


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Joe Pulizzi (The Godfather) Discusses the Content Marketing Revolution #CMWorld | http://www.toprankblog.com

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Marketing Superstars Tell All: Measuring Content Marketing Box Office Success

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“Show me the money. Show me the money!” – Jerry Maguire

In the summer of 2010, the Internet was abuzz about the upcoming movie Scott Pilgrim Vs. the World. It was based on a comic book with a rabid cult following and directed by the indie darling behind Sean of the Dead and Hot Fuzz. When the movie was released, the buzz intensified, dominating social media for its opening weekend. By almost every measurement, it was a blockbuster success. Unfortunately for the film, the one metric it missed was number of tickets sold. Scott Pilgrim was very good at generating excitement, but failed to deliver on the one metric that mattered.

In content marketing as in movies, it’s important to measure success with metrics relevant to business goals. But measuring the ROI of content marketing is no easy task. Content Marketing Institute found that fewer than 25% of B2B and B2C marketers say they are successful at tracking the ROI of their content marketing programs. The challenge for content marketers is to look past the vanity metrics and uncover what matters.

To help you separate the buzz from actual box office success, TopRank Online Marketing and Content Marketing Institute present the thrilling conclusion of our content marketing trilogy: Measuring Your Content Marketing Box Office Success. ‘

This final chapter combines Hollywood movie magic with no-nonsense advice from 13 content marketing superstars. It’s a feature-length collection of tools and tips, but it’s also a sneak preview of what you will see at Content Marketing World in 2015.

In this content marketing feature, you will discover:

  • Valuable metrics for measuring content marketing success
  • How to link content strategy to results
  • How to create content with measurability in mind
  • Tools for tracking and measuring effectiveness

In the grand tradition of Return of the Jedi, Lord of the Rings: Return of the King, and Indiana Jones and the Last Crusade, the third and final installment of our trilogy wraps up the series on a high note (until the inevitable gritty reboot). Here are a few content marketing ROI tips from the marketing thought leaders in the eBook, in handy tweetable format:

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Joe Pulizzi – Content Marketing Institute

Want to better measure the value of content marketing? Create a subscription program. @joepulizzi tweet this

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Jeannine Rossignol – Xerox

When selecting metrics for content marketing, pick one question to answer & go from there. @j9rossingnol tweet this

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Rebecca Lieb – Altimeter Group

There is no content strategy without measurement. Understand what you want to achieve. @lieblink tweet this

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Julie Fleischer – Kraft Foods

Content marketing success starts by determining what critical measurements drive spending decisions. @jfly tweet this

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Todd Wheatland – King Content

Define real-time & long-term content marketing results that align w/ business objectives. @ToddWheatland tweet this

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Michael Brenner – NewsCred

Your content marketing has to generate real sales w/ real people to be successful. @brennermichael tweet this

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Andrew Davis – Author, Brandscraping

The two simplest ways to measure the value of content marketing: revenue by post & subscriber. @tpldrew tweet this

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Carla Johnson – Type A Communications

Monitor, learn & adjust your content marketing measurement strategy as you go. @carlajohnson tweet this

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Jason Miller – LinkedIn

If your content marketing is encouraging engagement, that’s a sign of relevance. @JasonMillerCA tweet this

 LOdden-619

Lee Odden – TopRank Online Marketing

For marketing success, make content accountable & measurable to attract, engage & convert. @leeodden tweet this

HCohen-619

Heidi Cohen – Actionable Marketing Guide

Begin by stating your business goals & creating content to achieve those objectives. @heidicohen tweet this

ICleary-619

Ian Cleary – RazorSocial

Find your most linked-to and shared content and produce more of this. @IanCleary tweet this

CPollitt-619

Chad Pollitt – Relevance

Identify baseline measurements for content marketing by researching audience, media & competitors. @chadpollitt tweet this

Here’s the full Content Marketing Measurement eBook:

View the Entire Content Marketing Triple Feature Whenever You Want!

eBook covers - cmw15

If you missed the first and second eBooks in the series, you can view the entire triple feature here: Developing a content marketing strategy, making content the star of your marketing and measuring content marketing ROI.

Be sure to visit the Content Marketing World website to learn more about the conference and to reserve your seat. You won’t want to miss it!


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Marketing Superstars Tell All: Measuring Content Marketing Box Office Success | http://www.toprankblog.com

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