Monday, 30 September 2019

The Ryan Hanley Show Podcast – The Self-Reliant Entrepreneur

The Ryan Hanley Show Podcast – The Self-Reliant Entrepreneur written by John Jantsch read more at Duct Tape Marketing

There are a lot of parallels to be found between the ideals of the transcendentalist movement and the precepts that guide today’s entrepreneurs. That’s what inspired John Jantsch to write his upcoming book,  The Self-Reliant Entrepreneur, featuring 366 daily meditations that help feed the entrepreneurial soul and spirit, while encouraging self-exploration on the journey of building your business.

On this episode of The Ryan Hanley Show, Jantsch discusses this upcoming book, and why self-reliance matters in business and in every other aspect of our lives

Check it out – The Ryan Hanley Show podcast with John Jantsch



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9 Motivational Books That Will Make Great Gifts – The Self-Reliant Entrepreneur

9 Motivational Books That Will Make Great Gifts – The Self-Reliant Entrepreneur written by John Jantsch read more at Duct Tape Marketing

John Jantsch’s latest book, The Self-Reliant Entrepreneur, due out on October 22, 2019, has been named to Inc’s list of 9 Motivational Books That Will Make Great Gifts.

The book was inspired by Jantsch’s own 30-year entrepreneurial journey, and features 366 meditations designed to inspire and challenge readers. Each daily entry features a reading from authors who were part of the transcendentalist movement, which Jantsch identifies as one of the first movements in the United States to embrace and champion entrepreneurial ideals and themes.

Check it out – Inc’s List of 9 Motivational Books That Will Make Great Gifts



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Q3 Wrap-Up: What’s Changed For B2B Marketers & What’s Ahead in 2020?

QQ Digital Marketing Recap Standing Businesspeople Image

QQ Digital Marketing Recap Standing Businesspeople Image We've now reached the end of the third quarter of 2019, one filled with many significant B2B marketing changes and several surprising twists and turns that will combine to affect how the industry moves forward as we enter Q4 and push forward to 2020. Q3 saw numerous exciting shifts in new directions, and a few seemingly slight changes in course that are nonetheless poised to make big impacts in 2020. We're always working to bring you the most relevant B2B marketing news, including over 180 weekly industry news videos, hosted by Tiffani Allen, Joshua Nite and others here on our blog and on our TopRank Marketing YouTube channel. Each quarter we reflect on what's happened in digital marketing and look ahead with key trends. Let's examine both the challenges and opportunities the quarter's top B2B marketing news has brought our industry.

The Digital Marketing Sights and Sounds of Q3

When It Comes to Digital Marketing Spending …

Forecasts from the third quarter showed that global digital advertising spending is expected to continue to rise. In the U.S. alone digital ad spending grew to $28.4 billion for the first quarter of 2019, up 18 percent from the same quarter a year ago. (ClickZ) IAB 2019 Ad Spend Chart Image What Else?
    • Digital advertising spending was up nearly 20 percent in the second quarter of 2019, according to study data that also highlighted the comparatively greater number of small-to-medium size firms using digital versus traditional formats. (Broadcasting & Cable)
    • Digital advertising expenditures in the U.S. increased by 18 percent year-over-over from the first quarter of 2018, hitting $28.4 billion, with paid search comprising some 40%, according to IAB report data. (ClickZ)
    • By 2021 global digital advertising spending is predicted to increase by 47 percent from 2019, with ad expenditure growth up by 5.3 percent, according to Zenith. (MarketingProfs)
    • Amazon cut into Google’s advertising market share during the quarter, garnering ad revenue growth of 53 percent for sponsored brands and 102 percent for sponsored products, while Google spending growth slowed from the prior quarter. Microsoft’s Bing also saw desktop ad spending growth, its strongest since 2016. (MediaPost)
    • Revenues from advertising on social media and messaging platforms climbed 26.2 percent year-over-year during the first quarter of 2019, but at a slower rate than last year. (Mobile Marketing Magazine)
    • Forrester Research released a report looking at the strong growth of Amazon ads and how the company’s rise is affecting an array of rivals from Facebook to agencies and ad-tech firms. (Marketing Dive)
    • Mobile advertising within apps saw impressions increase by 26 percent in the second quarter of 2019 compared to last year, and in-app mobile video is increasingly driving ad spending. (MarTech Advisor)
    • 73 percent of B2B senior-level executives use more sources when researching and evaluating purchases than they did last year. (MarketingCharts)
    • By 2021 podcast advertising is expected to top $1 billion in annual revenue, IAB predicted. (The Verge)
    • Digital video advertising spending has seen continued growth according to IAB study data, with the average survey advertiser projected to spend $18 million in 2019, up from 2018’s $14.2 million. (Adweek)
    • 63% of B2B companies plan to moderately raise spending on email marketing, with top goals being increased engagement, conversion, and lead generation, some of the trends of interest to digital marketers among forecast data released during Q3 by GetResponse and Ascend. (MediaPost)
    • Some 65 percent of marketers see high-quality data as the most important element for campaign success, while also estimating that roughly 21 percent of marketing spending goes towards poor quality data. (MediaPost)
Read more on this topic:

When It Comes to Search Marketing …

Q3 saw the release of data showing that for the first time most Google searches don’t yield subsequent clicks, with 50.33 percent ending on the search giant’s result page, and 45.25 percent of searches resulting in organic clicks and 4.42 percent in paid advertisement clicks. (SparkToro) 2019 September 20 MarketingCharts Chart What Else?
  • Google gave content creators the ability to incorporate multiple thumbnail images from the same video, which will all appear in search results linked to various spots within a video, using custom markup code. (TechCrunch)
  • Audience targeting is the top search marketing technology affecting search engine marketing strategy. At 86 percent, audience targeting topped keywords, which came in at 83 percent, and re-marketing, which had 76 percent, Q3 survey data showed. (MarketingCharts)
  • Google has made new image tracking data derived from recent changes to Google Image Search available in its Search Console feature, including an array of swipe-to-visit image analytics and other mobile AMP-centric features of interest to marketers. (Search Engine Journal)
  • Jumping up a single position in Google search results can boost click-through-rates by over 30 percent, and online content containing questions within page titles saw 14.1 percent higher CTR rates — two insights from a Google search result analysis published during the quarter. (Backlinko)
  • Google rolled out playable podcast episodes that appear directly in search results, presenting both new visibility opportunities along with attribution and analytics challenges for marketers and brands. (Engadget)
  • Facebook began offering more advertisers options for inserting ads within search results on its platform, including new news feed campaign options for marketers. (Search Engine Journal)
  • A Q3 Marin Software survey showed that paid search accounts for 40 percent of digital ad spending, with paid social just under 20 percent. (ClickZ)
  • Digital marketers using Bing search advertisements got new insights from Microsoft Advertising, which added to the metrics data available including those relating to impressions and “prominence metrics.” (Search Engine Journal)
Read more on this topic:

When It Comes to Content Marketing …

During the third quarter report data showed that B2B marketers see in-person events, content marketing, traditional e-mail, and paid social as the most effective B2B marketing channels. (MarketingCharts) 2019 August 16 Marketing Charts Chart What Else?
  • Facebook began testing the elimination of “like” counts in news-feed posts, a move echoing a similar shift from tests conducted with its Instagram property — aimed at placing greater focus on content and less on like counts. (TechCrunch)
  • Among senior B2B marketers, a sizable 82 percent viewed content as important for achieving marketing goals, however only 48 percent believed their content was only somewhat effective — or even ineffective. (ClickZ)
  • 80 percent of B2B buyers expect a B2C-like experience, while 47 percent read between three and five pieces of content before initiating sales contact communication. (Webbiquity)
  • YouTube video content was the subject of a Q3 Pew Research study that examined popular channels with 250K or more subscribers. Among them, just 10 percent produced 70 percent of the content, the research showed. (Social Media Today)
  • Facebook announced new features aimed at helping creators monetize content, including several new placement choices for video advertisements, brand collaboration enhancements, and Creator Studio additions. (Marketing Land)
  • B2B marketers see their websites as an effective method for building awareness, however the sites often fail to offer compelling content and directly answer top questions, according to Q3 research from Forrester. The best sites engage using interactive visuals, useful tools, and experiences that demonstrate a keen audience understanding, the study revealed. (MediaPost)
Read more on this topic:

When It Comes to Social Media …

Q3 saw a number of reports detailing the health of social media and how marketers, brands, and consumers use various platforms, and the technology as a whole. Liking posts topped a Q3 list of how people interact with brands on social media platforms, at 51 percent, followed by 31 percent who leave reviews, while millennials are more likely to purchase due to social ads. (Social Media Today) 2019 August 9 Marketing Charts Chart What Else?
  • Twitter is foremost a “look at this” social media destination, YouTube is primarily a learning target, while Instagram and Facebook fall into the “look at me” category. (Adweek)
  • Consumer conversations about brands share very little crossover from social media listening and offline discussion, according to study data released during the quarter that looks at real-world and social media interaction differences and similarities. (Marketing Land)
  • 60 percent of regular emoji users like brands using emojis that match their own personality, and 51 percent are more likely to comment on social media posts from brands that use emojis. (MarketingCharts)
  • 56 percent of Gen X consumers find too much advertising on social platforms, and 42 percent don’t like brand social interaction. (eMarketer)
Read more on this topic:

When It Comes to Influencer Marketing …

Implementation of B2B influencer marketing continued its growth during Q3. Influencer advertisements were also seen to have generated 277 percent more emotional intensity and 87 percent more memory encoding than traditional television ads, according to Q3 survey data that also examined the varying effectiveness of macro, micro, and celebrity influencers. (eMarketer) 2019 July 12 SmallBizGenius Chart What Else?
  • Global spending for influencer marketing will top $5 billion and could reach as high as $10 billion over the next two years, during which time 57 percent of marketers expect to add the practice to their marketing activities. (Social Media Today)
  • Influencer marketing spending in the U.S. and Canada has seen 83 percent year-over-year growth, accompanied by second-quarter spending of $442 million. (The Drum)
  • 70 percent of U.S. consumers who use social media platforms and follow at least one influencer say they trust the opinions of influencers at least as much as those of their own friends, with 78 percent trusting influencer opinions over those presented in traditional digital ads. (MediaPost)
  • Pinterest and LinkedIn (client) are increasingly seeing social influencers utilizing the platforms, and finding new audiences and success with online video. (CNN)
  • Micro and niche-influencers are forging stronger target audience connections and boosting long-term loyalty, while the use of traditional paid influencers among marketers has seen rising associated costs. (eMarketer)
Read more on this topic:

When It Comes to The TopRank Marketing Team …

The team at TopRank Marketing has had a busy, exciting, and productive Q3, and here are just a few of some of the team’s highlights in the press during the past quarter:
  • Lee Odden: “B2B Doesn’t Have To Mean Boring To Boring” [Podcast] (B2B Marketing Exchange)
  • Why Experience Matters [Video] (The New Economy)
  • Eight Colors That Will Brightly Grow Your Personal Brand (Forbes)
  • What Customer Experience Management Means For Today’s Business Ecosystem [Video] (Adobe Experience Cloud)
  • How To Build A B2B Influencer Marketing Strategy For 2020 (Demand Gen Report)
  • How to Build a B2B Influencer Marketing Strategy for 2020 [Infographic] (Social Media Today)
  • The Stranger Things In B2B Marketing: 5 Ways to Avoid The Upside-Down of ABM (Engagio)
  • Augmented And Virtual Reality: The Latest Engagement Drivers In B2B Marketing (Demand Gen Report)
  • The Guide to B2B Influencer Marketing for CMOs [Infographic] (Social Media Today)
  • A Shark’s Perspective – Episode 147 – Lee Odden [Podcast] (A Shark’s Perspective)
  • 5 Crucial Ingredients for a Tremendous Content Marketing Strategy [Infographic] (Social Media Today)
  • 5 Easy Ways Your Brand Can Use Twitter Video for More Engagement (Social Report)
  • The Top B2B Influencer Marketing Trends for 2020 [Infographic] (Social Media Today)

Goodbye, Q3. Hello and Welcome, Q4.

B2B marketers, we hope that your Q4 is filled with plenty of success and innovation, and hope that you'll join us each week and keep up with the latest industry news, trends, and opportunities in our Digital Marketing News Roundup, with highlights and video commentary from Tiffani Allen and Joshua Nite. *Disclosure: LinkedIn and Adobe are TopRank Marketing clients.

The post Q3 Wrap-Up: What’s Changed For B2B Marketers & What’s Ahead in 2020? appeared first on Online Marketing Blog - TopRank®.



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How to Deal with a Troll on Social Media

One of the best reasons to use social media and other online platforms as a business is to engage with your audience. You get immediate feedback and love for your products and services.

However, there’s always bad with the good. Some of those comments may also be negative, threatening, and derogatory toward your products, your brand, or your team. Some of the negativity may stem from unhappy customers. The smart thing is to contact them to acknowledge their dissatisfaction and work toward a solution.

The problem is that when you start replying, you find that one or two of those in your community spout more negativity. That’s when you’ll realize you’re dealing with trolls.

Understanding Trolls

Once upon a time, a troll came from Scandinavian stories. These hostile creatures live under bridges or in forests or caves. Known for their trickery, trolls want to cause problems and conflict. They thrive on others’ pain and discomfort.

Combine the concept of a troll with a fishing term known as “trolling.” When a fisherman is trolling, he’s casting a line into the water to see if he can catch something.

Together, these ideas define the character and intent of online trolls. Hiding behind screens and cloaked in anonymity, trolls have enjoyed attacking people and baiting them into arguments since the dawn of the internet.

First, it was through newsgroups and forums. Then, they gained a wider audience with the arrival of social media. Now, they lurk in all areas of the web, including blogs, discussion forums, chat rooms, and email groups.

Dealing with Trolls

Trolls aren’t going away as long as these platforms openly enable people to share their opinions. Rather than focus on how to get them to disappear forever, your strategy as a business should be to create a plan to minimize their impact — and influence on your brand and audience.

Know the signs. You want to ensure that it’s a troll and not an unhappy customer. One deserves to be dealt with in a straightforward manner; the other warrants some nuance. After all, a truly disappointed customer who feels she’s been treated badly is even more dangerous — and rightfully so. 

There are ways to tell the difference. A troll wants to be angry and will only fire back with inflammatory and derogatory statements. Trolls exaggerate everything that’s said and tend to make personal attacks or threaten. An unhappy customer only wants their grievances addressed and doesn’t get too unreasonable to deal with.

Monitor the conversations. To address negative press, even from trolls, you need to know what people say about your brand. Obviously, the internet is a big place, and you don’t have the time to check every platform around the clock. That’s why there are numerous social media monitoring tools available to do the work for you; they can provide alerts about conversations, mentions, and reviews.

Establish a community policy for your online presence. On your platforms, including your blog and social media profiles, you can create an official policy related to user behavior. By formally defining the rules for participating and commenting on your blog, forum, or profile, you have grounds to remove and block people who break these rules. It may even discourage trolls from joining your community. The Content Marketing Institute has a good example of this type of policy that you can adapt to fit your own community.

Respond thoughtfully with facts, not emotions. Your first thought might be to initially ignore the comments. But the better strategy is to address what you can, so the rest of your audience sees you’re on top of these issues. Focus on how you can insert facts and correct mistakes to counteract their nonsense. Stay calm and use a professional tone and respectful language. You don’t want to end up lowering yourself to the troll’s level and feed their love of drama. Other visitors will lose respect for you, which is the opposite of what you intended.

Don’t take it personally. Even if trolls are using language that verbally attacks you as the moderator, remember that they don’t know you — this isn’t personal. They behave this way with everyone they come across online. When you don’t take what a troll says personally, you eliminate his or her power.

Recognize when to stop. Most likely, you’re not going to win with trolls. Ignore or block them when you have attempted a resolution but have only received further abuse. Others who may be following your reactions can see you’ve made an effort — and that the other side hasn’t.

Focus energy on building a positive, inclusive community. Don’t let trolls distract you from your primary goal of developing an online community that’s engaging, positive, and supportive. Spend more time addressing the positive comments on your blog or profile. Your focus on the positive people in your community is more likely to attract like-minded individuals and discourage trolls who will go elsewhere to stir up trouble.

Taking the High Road

Trolls will continue to lurk in dark places. Don’t join them in their virtual caves. Instead, show your audience that you’re taking the high road and standing by your brand’s values.

                                                                                   

Trolls might not only bother you on social media. They can post inflammatory comments anywhere online. You can only deal with them as best you can and produce the best multi-channel experience you’re able to. Find out how with “Multichannel Fluidity.”

Read the brief.

 



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Sunday, 29 September 2019

Create Moments of Joy

Welcome to episode 6 of On the Fly! On the Fly is our new video series with small bites (two mins or less) of marketing advice and training from marketing experts, delivered while they are on the road, at the airport, or traveling somewhere. 

Our guest this week is Carla Johnson, one of the top influencers in B2Bdigital, and content marketing. Carla talks about the importance of generating joy for your customers to not only retain them but convert them into advocates for your brand. 

Your customers are craving authentic, uplifting moments more than ever. When building your customer journey, instead of looking at it as a way to move people through the buying process, look at it as an opportunity to expand your relationship with your customers and create moments of joy, says Carla Johnson. 

Watch full video:

Visit OnTheFly.Experts to see all episodes 

 

Discover how top-notch Customer Experience can help you move away from a short-lived, campaign-centric approach. Here is our helpful to Streamlining the Customer Experience.



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Saturday, 28 September 2019

Weekend Favs September 28

Weekend Favs September 28 written by John Jantsch read more at Duct Tape Marketing

My weekend blog post routine includes posting links to a handful of tools or great content I ran across during the week.

I don’t go into depth about the finds, but encourage you to check them out if they sound interesting. The photo in the post is a favorite for the week from an online source or one that I took out there on the road.

  • BrowserStack – Test your website and apps on real browsers to make sure it’s working seamlessly.
  • Woven – Use this scheduling tool to create polls, make scheduling links, and more with your Google calendar.
  • Customerly Marketing Automation – Automate communications with prospects to shorten your sales cycle.

These are my weekend favs, I would love to hear about some of yours – Tweet me @ducttape



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Friday, 27 September 2019

Digital Marketing News: Google Brings Multiple Thumbnails to Video Results, Facebook’s AR Ads Plan, Twitter Adds Multiple List Feature, & More

The post Digital Marketing News: Google Brings Multiple Thumbnails to Video Results, Facebook’s AR Ads Plan, Twitter Adds Multiple List Feature, & More appeared first on Online Marketing Blog - TopRank®.



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Mezcal and SaaS: Building Sustainable Approaches

When someone knocks back a shot of mezcal, how its essence is harvested might be the furthest thing from that person’s mind. I read the lead article in the latest issue of Distilled magazine and now have second thoughts about ordering a drink that contains Oaxaca’s (Mexico’s) ancient spirit. According to the writer, the allure of profit is too great for the mezcaleros (those who farm the agave plant from which the nectar is harvested) to resist. So much so that they harvest it from every single plant in view which prevents those plants from ever growing to a state at which they can produce the flowers they need to reproduce. We’ve seen this overharvesting story throughout time, in virtually every region of the world – the number of plants diminish and the future of an industry turns down.

Enlightened individuals in Oaxaca are trying to stem the tide by teaching better sustainability practices but the challenge is daunting since it means that, in the process, sacrifices must be made by the farmers, sacrifices that mean lowering their already very low incomes. It’s a thorny problem, but there is hope.

It reminded me of how in our industry of SaaS we too are guilty of embracing a short-term view over the long. Of being willing to sacrifice the greater potential of long-term strength of our companies at the altar of short-term profits. Let’s call that what it is. It’s also over-harvesting because as a general rule we still place far too much emphasis on sales and marketing and not enough on services. McKinsey raises the red flag in a smart article called Reimagining Software Services for the Cloud and the Digital World:

“For some companies, the professional-services unit was viewed as a cost center or, at most, a low-margin revenue generator. Many professional-services businesses therefore haven’t invested in the new tools and capabilities they need to propel their operations. That’s a mistake. Software vendors must strengthen their professional-services offerings to meet their customers’ new demands and to maintain or increase their market share.”

Over-investing in selling products and under-investing in what it takes to help customers succeed is only going to satisfy the needs of short-term shareholders who are only interested in vanity metrics like new subscribers and number of users, and not the more critical metrics like net churn and customer retention, which are signals of long-term health.

Instead of allowing ourselves to be seduced by the narcotic of quick wins, let’s focus on building sustainable businesses that:

  • Partner more effectively with customers so that they engage in a bigger way; engagement is a key enabler of their success and should be something that is stimulated

  • Nurture a community of engagement that fosters sharing and mutual growth through your solutions

  • Sacrifice some short-term profits (leaders need to lead on this front and do a much better job of explaining why this is good in the long run) and retool our organizations to focus on what it takes to deliver the kind of solution experience our customers deserve

                                                

Leaders have to look at the bigger picture to provide a stronger solution. They need the best data possible to make the right calls. This means not only procuring good and useful data but managing it well and deriving the right insights. Find out how to “Go Further with Data Management.”

Download the guide.

 



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Thursday, 26 September 2019

Elaine Fogel Q&A – The Self-Reliant Entrepreneur

Elaine Fogel Q&A – The Self-Reliant Entrepreneur written by John Jantsch read more at Duct Tape Marketing

John Jantsch, marketing expert and the author of several books, sits down with Elaine Fogel to discuss his upcoming book, The Self-Reliant Entrepreneur. Due out in October 2019, the book is a series of 366 meditations for entrepreneurs, featuring readings from famous transcendentalist authors and John’s musings from his 30 year journey as an entrepreneur.

In this Q&A, he shares what inspired him to write the book, why he chose mid-19th Century authors as the centerpiece for this work on modern-day entrepreneurial life, and what he thinks readers will take away from the work.

Check it out – Elaine Fogel’s Q&A with the Author of The Self-Reliant Entrepreneur.



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Creating Content that Ranks in Local Search

Creating Content that Ranks in Local Search written by John Jantsch read more at Duct Tape Marketing

Marketing Podcast with Dan Gershenson and Ian Cantle
Podcast Transcript

On this episode of the Duct Tape Marketing Podcast, I chat with Ian Cantle and Dan Gershenson, who are both marketing experts and members of the Duct Tape Marketing Consultant Network.

Ian Cantle runs Outsourced Marketing and Dan Gershenson runs High Caliber Branding. They met through the Duct Tape Marketing Consultant network and have now come together with three other marketing consultants to co-author a book: Content Marketing for Local Search.

They stop by the podcast to discuss the ins and outs of a smart, modern content marketing strategy; one that strikes a balance between your prospects and customers’ needs throughout their customer journey, while also providing Google and search engines with the SEO elements they demand.

Questions I ask Dan Gershenson and Ian Cantle:

  • What’s it like writing a book with three other co-authors?
  • How do you balance the educational, trust-building elements of content creation with the sales-minded aspects of content?
  • How does a business owner decide what to write about?

What you’ll learn if you give a listen:

  • How to strike a balance between optimizing content for Google search and writing content that your prospects actually want to read.
  • How to decide the type of content you want to create, and finding the right mix of short- and long-form content.
  • What role reviews play within a business’s broader content plan.

Key takeaways from the episode and more about Dan Gershenson and Ian Cantle:

Like this show? Click on over and give us a review on iTunes, please!

This episode of the Duct Tape Marketing Podcast is brought to you by Intercom. Intercom is the only business messenger that starts with real-time chat, then keeps growing your business with conversational bots and guided product tours.

Intercom’s mission is to help you provide simple, quick, and friendly service for your customers. When you can give your customers the one thing they’re looking for, you’ll generate amazing results for your business.

Want to learn more and take advantage of a 14-day free trial? Just go to intercom.com/podcast.



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Transcript of Creating Content that Ranks in Local Search

Transcript of Creating Content that Ranks in Local Search written by John Jantsch read more at Duct Tape Marketing

Back to Podcast

Transcript

John Jantsch: Hello and welcome to another episode of the Duct Tape Marketing Podcast. This is John Jantsch and my guest today, guests as in plural, are Ian Cantle and Dan Gershenson. They are both marketing consultants and part of the Duct Tape Marketing Consultant network. And they with a couple other consultants in the network have written a book we’re going to talk about today called Content Marketing for Local Search: Create Content That Google Loves and Prospects Devour. So Dan and Ian, thanks for joining us.

Ian Cantle: Thanks for having us.

Dan Gershenson: Thanks for having us.

John Jantsch: So Dan, let’s start off talking about the end of the Bears game last night.

Dan Gershenson: Oh boy. Going to start there, huh? Okay.

John Jantsch: That was probably the wildest one minute of football I think I’ve ever witnessed.

Dan Gershenson: Yeah, yeah. Well, it’s nice to say we have a kicker in Chicago now, isn’t it?

John Jantsch: So depending upon when people are listening to this, I was referencing the Bears and the Broncos played on September 15th. But Dan being from Chicago, I knew I had to throw that in there. All right, let’s talk about this book, shall we?

Dan Gershenson: Yes.

John Jantsch: So first off, I’ll give you a chance to talk about the process itself. You wrote this book with you two, and you had three other co-authors on this. And just as somebody who’s written a book, a number of books myself, I just wonder is that kind of a chaotic process trying to wrangle a sort of similar thread with five contributors?

Dan Gershenson: Yeah, it is. It’s definitely five people is a little bit challenging versus just one or two at most. So it’s a different experience. But you know, we have to give a lot of credit to Ken Tucker, who really spearheaded this whole thing and kind of got things assigned as far as you know, who would tackle what. And it was very collaborative and we got it done. We got it done.

John Jantsch: Yeah. So I suppose a task master is really in order here.

Dan Gershenson: Yeah. Ken was the guy. Ken was the guy to start us off. And everybody kind of pitched in and we kept the focus. So it was good.

John Jantsch: So ostensibly this book is about content marketing because that’s what it says in the title. But then we quickly get to terms like search and Google also in the title. So are we suggesting that those two things are intrinsically linked together?

Ian Cantle: Yeah, I would say they are. You know, the small business and the local businesses that most of us work with that were writing the book find that if, you know, one of your main channels of driving new prospects and customers is really through search engines like Google, being the biggest one. And so having content that resonates with what people are searching for, can really bring in more customers. And as a business owner, that’s what it’s really all about.

John Jantsch: So, you know, I’ve been doing this a long time. Really in fact, I tell people all the time, I started doing this before we had the internet. So you know, all this search stuff and content stuff, you know, is for a lot of people is still relatively new. Even though it’s, you know, people have conceded that it’s not going anywhere. It’s here to stay. But there was a time when we would write for Google. I mean we would put words in there that we thought would attract them. And maybe it was kind of clunky feeling even to the reader. But hey, we wanted to attract the search engine. Obviously in your title you talk about prospects, you know, devouring this content. So there must be something to it that that clearly is focused on them. I mean, how do we kind of manage the connection between Google and prospects loving that content? Or does it just not matter anymore? Has Google gotten so good at developing the content themselves that we need to write for the audience of, you know, eyeballs?

Dan Gershenson: I mean, I always think John, that you’re always kind of wanting to write for humans first. Maybe some other folks out there have a different take. But I always write it from the standpoint of like you’re talking to somebody one on one. Particularly if you’re in the professional services, that’s kind of how you’re going to end up anyway.

John Jantsch: Yeah.

Dan Gershenson: So if you have a little bit more of that human approach, I think someone once called it human to human, not business to business or business to consumer, I think that’s a really good way to go. And then you know, you’re still going to write for Google, you still are going to optimize accordingly. But I’m just a bigger fan of writing for human beings first. And you know what do they think, what are the emotions they go through long before they buy anything of yours? So what are they, you know, what’s going on in their world? So many times when you sit down and interview and talk to people who are potential customers, you get a lot of that good stuff out. And I’d go there first.

John Jantsch: Well, and I guess part of my question also is, I agree with you of course. But I guess part of my question also was, is the reason we wrote for Google was because, you know, Google was a machine and it could only understand certain things and had to feed it. You know, has Google gotten or the search engines gotten so good at understanding the semantic meaning of what we’re writing that, you know, we don’t really need to worry as much about feeding the machine?

Ian Cantle: I think that’s true. I think it has evolved a long way. I think the interesting thing is that when you write for Google, you are writing for the end user that you’re targeting. Because the end result is you want them, when they’re searching for your product or service, you want your content to come up first. And so you’re aligning your writing or your content development with what people are searching for from the beginning. So that’s the people aspect. And Google is the conduit in which we’re working with.

John Jantsch: Absolutely. All right. So both of you work with small business owners. And I’m sure that you, you know, like all marketers, we use our buzzwords now, it’s content marketing, content marketing. What do you think that means to them? I mean, how would you define content or content marketing, you know, to a typical small business?

Dan Gershenson: I, no joke, I say, “Anything that can be written online or offline, I do.” That’s kind of how it’s sometimes has to be said. Because believe it or not, you can say a word like content and they may not know what that really means. And so, but even that, you know, I think as you’ve said many times, it’s not even that definition anymore. It’s a lot of other stuff. From video to community events, a lot of other things are pushing out the definition of what we know to be content. So no, I think that constantly needs to be educated and reeducated out there in the world for people.

John Jantsch: Because I think when content marketing first kind of came on the scene, it really was almost, you know, associated with blogging. You know? And I do think that it has expanded dramatically to the point where you can, and I think we need to broaden it. I would even suggest reviews are part of your content marketing.

Dan Gershenson: Absolutely.

John Jantsch: Even though that’s an element of content that you don’t get to write. But it certainly impacts your marketing. It is content, it impacts your marketing and it impacts your brain.

Ian Cantle: And in the book we do talk about that a little bit about how there’s customer driven content, just like the reviews you’re talking about, John. Where you know, ultimately if you can get your customers to create content for you, that’s a huge win. Because then it’s coming from their perspective, they’re a third party that represents, you know, the other customers and other prospects that are looking for your products and services.

John Jantsch: So one of the things that I know I’ve always had to fight with business owners, and I’d be interesting to get your guys’ take on this, is you know, when business owners produce content, when marketers produce a content, I mean lot of times we want that content to sell something. And so, you know, how do you balance the purely educate, build trust, with at the end of the day, you know, we want somebody to buy, to be a customer. How do you know, how do you balance that with content?

Dan Gershenson: I think sometimes we have to educate them on the marketing hourglass. Really to say content has its place in a lot of different ways. You know, and it would be great if people just read content and said, “I want to buy that.” But they don’t. And sometimes they are in research mode, whether we like it or not. And you know, they may be very well intent to buy, but that may be three, six months, even more. And there’s not a lot we can often do about that except to make sure that we’re keeping touch with them all the time with the right content for the right stage of where they’re making decisions. And so that’s where, you know, many times we have to say okay, what are we doing for the know, like, trust stage of things to kind of get them moved along?

John Jantsch: Yeah. Yeah, because I always kind of joke, but not really, say that you know, it’s very difficult to sell somebody a solution to a problem they don’t know they have. And you know, that’s a lot of what we’re doing in the beginning of that, what you just talked about with content. Is we have to help people understand what their problem is, that we understand what it is. You know, before we can talk about solving it, can’t we?

Dan Gershenson: Yeah. I think, you know, that’s where sometimes you might have like, let’s say for example, an e-newsletter, which could very well be sort of an early stage education piece. You know, they’re not necessarily ready to buy right then and there. But if you’re looking at it purely as well, they’re going to read this union’s letter and start buying things from me, that may be jumping a few steps prematurely. So that’s where they have to get the whole context of where this content falls in.

John Jantsch: And now a little word from our sponsor. Intercom wants more of the nice people visiting your website to give you money. So they took a little chat bubble in the corner of a website and packed it with conversational bots, product tours, NPS surveys, all sorts of things that amplify your team and help you reach more nice people. Intercom Customer Unity got 45% more loyal users with Intercom in just 12 months. Go to intercom.com/podcast to start making money from real time chat. Then see everything else Intercom can do. That’s intercom.com/podcast.

John Jantsch: So if I’m reading your book and my burning question is how do I decide what to write about, where would I find that? How would you advise me on what to write about and maybe where to even put that content?

Ian Cantle: Yeah, there’s some really great tips in the book. A lot of it is based on who your ideal client is and really breaking down, just what Dan was saying about the customer journey. And thinking through, part of it that really helps people think through this is if you actually have a customer front of you, most people can naturally figure out through body language and how people are acting and the questions they’re asking, you know, where they are in their buyer’s journey. It’s a little more sterile when it’s in the the digital world. But when we start to work with clients and walk them through that process of, you know, really trying to understand where people are at in their journey, what their biggest problems are, that really helps them get their mind into it and to think about real customers rather than, you know, an avatar of a customer necessarily.

Ian Cantle: But a really easy place to start is frequently asked questions. Because most business owners, they know off by heart, you know, the top 10 questions that prospects or customers ask them. And that’s a really fantastic place to start because those questions usually represent the burning questions that customers or prospects have.

John Jantsch: Yeah and they’re used to getting those out there in the field when they’re trying to sell something too.

Ian Cantle: Yeah.

John Jantsch: So are there structural and technical aspects to getting the most out of your content when it’s placed online?

Dan Gershenson: I’ll tell you really from a structural standpoint, I think there are some pretty great tools to help folks who think that they may have to be a PhD in search engine optimization, you really don’t. I have often used, let’s say SCM rush even has a great tool where you can write something in Word and then plug it right in and it can tell you, “Hey, this needs to be fixed, this needs to be fixed, put some more of these keywords in.” And I think there’s going to be more and more of those types of tools. We’ve seen it with Yoast and in the back end and that makes life easier. So structurally that’s what I go to and say, okay well this will help not only save time, but it’ll actually optimize the whole thing accordingly.

Ian Cantle: Yeah. The one thing I would add to that is tools are only as good as the operator. And so, you know, I often get pulled into situations where people have hired marketers in the past to optimize their content on their websites, but they’re not seeing the results. And so they’ve brought us in as a third party. And when we take a look at it, the people that have optimized it in the past just didn’t understand how the keywords work from a Google standpoint. And so they were punching in whatever they thought was valuable. And sometimes they were competing with their own keywords on their own website.

Ian Cantle: And so there is a technical aspect to it where it really does help to understand what is it that Google’s trying to accomplish. And then using the tools appropriately. But I agree with Dan, there’s so many new tools popping up that if you can understand the basics of how Google works and what it’s looking for and how to use those tools well, I think there’s a lot of opportunities. But hiring an expert is a quicker way to get to your end result.

John Jantsch: So I’ll go to a question I’m sure you get, I’ve gotten numerous, numerous times. How much content do we need? How often do we need it?

Dan Gershenson: I’m not going to give you the, “It depends,” even though it is kind of it depends. You know, I will say this much, we are seeing more and more trends of going longer on content than going less than content. So the thing that really kind of annoys me is when I hear people say, “Well, nobody really reads anymore.” There’s just not any truth to that. There’s Neil Patel I think did a study not too long ago that said, you know, 2,000 words or more sometimes can be a really good thing. And so you don’t necessarily have to always do these, you know, 300, 400 word, you know, quick kind of blog posts. You can maybe spend a lot of time doing, I believe you’ve called it epic content. Where it’s something big, like a big idea kind of thing. But it really just keeps paying off for a long, long time. And so that can be worth it too. You don’t have to do that every time out. But that might be a good thing to consider it monthly or quarterly, perhaps, to go with everything else.

John Jantsch: So I already alluded to this idea of I consider reviews content, but you know, you don’t get to write those reviews on third party sites. So how does a business owner kind of reconcile the fact that they need that content, it’s become social proof, in some cases it’s become, you know, I know my kids, I mean, they look at the reviews for, you know, if they’re traveling or something and they’re looking for a restaurant, the reviews, you know, are where they start. So for certain businesses it’s live or die. So you know, how do we treat that sort of in the content puzzle?

Ian Cantle: It’s a great question. And there’s kind of two aspects to that. One is the getting the reviews. So somehow creating a proactive process for that where you’re within the solicitation rules that the different platforms have, you’re asking your customers, your satisfied customers to leave your reviews. And then there’s the other aspect of it of how do you leverage those reviews to their greatest impact so that more and more people see them? So, you know, on the first side asking customers is a great way to get reviews. Because most businesses actually don’t even do that. So it’s, you know, businesses can also leave a link on their email footer to, you know, Google in order to leave a review. But then there’s lots of ways to leverage those on social media as social posts. So, you know, “Here’s an example of what my customers feel about me.” And just showing the different five star reviews you get as a business. Because that just gives it greater exposure. And funny enough, a lot of people like to like and share those. They’re pretty popular.

John Jantsch: Yeah. So let’s throw another one in there that you don’t, I mean you do have control over, but a lot of people kind of ignore some of the opportunities. And that’s Google My Business. So what role does content on your Google My Business page come back into play then for your overall content marketing?

Dan Gershenson: I think it’s huge. I think it’s one of the most underrated tools right now that is out there, platforms that’s out there. You know, nobody really knows the magic formula for why sometimes they get in the Google three pack of local results other than the fact that if you do certain things like completely fill out your profile, your Google My Business from top to bottom. And you probably got some nice keywords in there from research. Doing what Ian said, as far as making reviews part of your process. Good things can happen. And so it’s kind of the convergence of all of these various factors.

Dan Gershenson: But you know, the content part of Google My Business is really making sure that you’re really filling out everything about your services that you can. And it’ll even allow now, you know, a little bit of video and things like that. So there’s ample opportunity to make sure that that is a great experience right then and there for somebody who comes across your business. Because let’s face it, I think Google is trying to, you know, make sure that you go to their place and nowhere else. So Google My Business is going to be around for a long, long time. I don’t think this is going away.

John Jantsch: Yeah. And they’ve, I’ve recently added posts and descriptions and you can put products and services on there. My take’s always been, with Google My Business, is that if Google puts it on there, they want you to fill it out. And they will never tell you, “We’re going to reward you by ranking you.” But I think that it’s not much of a leap to say that they are paying attention to that content, that data.

Ian Cantle: Absolutely. One of the terms that I love to tell people, because people are asking those questions all the time, is that Google loves Google. So if you can do anything on a Google platform, you will not be hurting yourself, you will be helping yourself. So I agree 100%. It’s an important platform that we can’t ignore.

John Jantsch: We’re talking about the book Content Marketing for Local Search. So Dan and Ian why don’t you tell people where they can find a copy of this book should they want to read it?

Dan Gershenson: Sure. If you go on Amazon and it’s up there right now. It is available, Content Marketing for Local Search is the first part of the title of the book. And just go on Amazon, look for five great authors: myself, Ian and three other folks. And you’ll get a lot out of it.

John Jantsch: Well, and we’ll have a link in the show notes to where people can find both the Kindle and print versions that will be available by the time you’re listening to this. So Ian, Dan, thanks for joining us and I will hopefully see both of you sometime soon.

Ian Cantle: Thank you, John.

Dan Gershenson: Thanks, John.



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B2B Marketing Spotlight: Ty Heath on Optimizing ABM & Social Sales with LinkedIn #mpb2b

Ty Heath Interview B2B Marketing

Ty Heath Interview B2B Marketing Ty Heath is one of those people who's reputation precedes them. I had heard of Ty as a marketing industry speaker and force for change working at LinkedIn before finally meeting her in person. The IRL Ty experience did not disappoint. Each time I meet with Ty, ideas pop like popcorn - who needs coffee with such inspiration around what's possible? Currently Ty is Global Lead of The B2B Institute at LinkedIn where she is responsible for scaling education on LinkedIn’s Marketing Solutions product globally. She has previously worked for major brands including IBM, Nestle and over 7 years at Google - plus she’s had her own consultancy. On top of that, Ty is Co-Founder of LinkedIn's annual TransformHER conference, was a contributing author in the recently published books "The Professional Black Woman” and the "Black Female Leader” and author of the book, "Marketers of Tomorrow: A Step by Step Toolkit for Inbound Marketing". Ty was also honored as one of the Top 25 Influential Women in Marketing Who Inspired Us in 2018. One thing you may not know about Ty is that she is a two time Olympic Trials qualifier in track and field for the 800 meters. I’ve known Ty for just over a year - we serve on an industry advisory council for The Digital Marketing Institute together and have many mutual friends and shared interests like B2B marketing, science fiction and brunch. Enjoy the full video interview below: Ty Heath on the Growth of ABM Many folks have been thinking about making account based marketing part of their go-to-market strategy or maybe it's already a part of it. I think the primary reason why that's happening is because buyers expect more. We've all gotten used to the experience that Amazon and Netflix, and other companies have created.

Business buyers expect more personalized attention and customization of content...and account-based marketing is a way to deliver on that. @tyrona

Even though we are in the space of B2B, that experience and those expectations are translating over from B2C. That expectation of personalization and level of knowledge around the buyer's needs. So, I think ABM is in demand more because of changing business customer expectations and account-based marketing is a way to deliver on that. Ty Heath on Alignment Beyond Sales and Marketing: At the core of a powerful account based marketing plan is a team that is invested in sales and marketing alignment. And frankly, when you think about account-based marketing it's not even just about sales and marketing. It's about having your entire team oriented to connect with customers wherever they are in their journey, wherever they touch your business and have them make that the best possible experience. Sales and marketing tend to be the two groups within your business that are most oriented towards having those conversations and having those touch points. Ty Heath on Ann Handley: I've been following her for so long. That's the thing. I'm one of the subscribers to MarketingProfs, but even before that, even earlier in my career as a marketer I read Content Rules. I read Everybody Writes. I've been following her for a long time. I think she is truly a pioneer as a woman in the space of B2B marketing. I think she's an amazing storyteller. Her ideas are clear. She's been an inspiration for me! Thanks Ty!  B2B Forum Bound for B2B Forum: For more information about imagining what’s possible in B2B marketing including Ty Heath's presenation, check out the MarketingProfs B2B Forum conference including agenda, list of speakers (including Ashley Zeckman and myself) and many other fun facts on the B2B Form website here. Also, get $100 off by using this mpb2b discount code: B2BFriends You can find more information about Ty on her website The Spectacled Marketer and follow her on Twitter here: @tyrona

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Wednesday, 25 September 2019

The Self-Reliant Entrepreneur Reading: September 25

The Self-Reliant Entrepreneur Reading: September 25 written by John Jantsch read more at Duct Tape Marketing

Marketing Podcast with John Jantsch on The Self-Reliant Entrepreneur – September 25

I’m back with another reading from my upcoming book, The Self-Reliant Entrepreneur, due out in October 2019. For those of you who are just tuning into this special podcast series, the book is structured as 366 daily meditations for entrepreneurs, with readings from some of the great works of the mid-19th Century and commentary from me on how it all relates to the entrepreneurial journey.

Today’s Reading: Immortal Impact

Honor is venerable to us because it is no ephemera. It is always ancient virtue. We worship it today because it is not of today. We love it and pay it homage because it is not a trap for our love and homage, but is self-dependent, self-derived, and therefore of an old immaculate pedigree, even if shown in a young person.

Ralph Waldo Emerson – Self-Reliance (1841)

The true accounting for your contribution to the world won’t be complete until long after you are gone. That’s what Emerson seems to acknowledge.

But, he also seems to suggest that he realizes that in his work and accordingly urges us to work today with that idea of immortal impact in mind.

Do you recognize or even acknowledge that that decision you make today in your entrepreneurial journey have the potential for far reaching positive impact in the lives of thousands, maybe millions of people? Is that exciting or scary?

Honor is not a meme, it’s here to stay. Honorable work today, will be honorably recognized tomorrow.

Final Thoughts

Reading some of these works like Self Reliance can be a challenge. Honor is venerable to us because it is no ephemera – what he was saying was that we love honorable actions. We can expand that to mean dedicated work, adding value, consistency, because it’s not short-lived.

What I love about this reading is the way that he finishes it. Honor is not necessarily something that people grow to have. You can certainly develop more honor over the years – I like to think that I have – but I also like to think that I started with a certain degree of honor.

It’s always amazing when you come across someone that you know is just honorable in the way they carry themselves. It radiates, but it’s also something that is every day, out of sight, in the decisions that you make. It’s not just about telling the truth, it’s about having the point of view that the work you’re doing as an entrepreneur will impact people. You will have immortal impact. I think that’s a pretty cool thing to go after.

And with that, I hope you’ll ponder today’s challenge question: How do you know when you are making a good decision? How does it feel?

Want to learn more about The Self-Reliant Entrepreneur? Click here.

Like this show? Click on over and give us a review on iTunes, please!

This episode of the Duct Tape Marketing Podcast is brought to you by Intercom. Intercom is the only business messenger that starts with real-time chat, then keeps growing your business with conversational bots and guided product tours.

Intercom’s mission is to help you provide simple, quick, and friendly service for your customers. When you can give your customers the one thing they’re looking for, you’ll generate amazing results for your business.

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5 Top B2B Brands Delivering Exemplary Twitter Engagement

Four happy businesspeople jumping above cityscape.

Four happy businesspeople jumping above cityscape. With more than 139 million active daily users and available in over 40 languages, Twitter has increasingly grown as a platform for both B2B and direct-to-consumer brands looking to creatively and effectively showcase products and services. Twitter has kept up a steady pace of new feature roll-outs over the past few years that have helped it make significant gains as a social media platform not just for consumers, but also for more professional business users than ever. It's also increasingly become a destination for all manner and size of brands, and the users who frequent Twitter expect an experience markedly different from that offered by LinkedIn, Facebook, and Instagram. As the following chart from MarketingCharts shows, over the last year Twitter has seen increasing satisfaction among social media users. 2019 August 9 Marketing Charts Chart Since Twitter has launched so many new resources for brands to maximize their engagement on the platform — such as six-second viewable video ads — let’s take a look at how five large primarily B2B companies are using them to connect with audiences.

#1 — Adobe

Adobe Twitter Image Twitter profile: @Adobe 642,400 followers Twitter tagline: "Changing the world through digital experiences. " Adobe* has creatively used Twitter to engage with its audience of fans, using a plentiful variety of message post types, including many that incorporate innovative use of video. From a recent tweet announcing the firm’s latest drawing and painting app's arrival on iOS, to news of its subsidiary Marketo’s Fearless 50 list of top global marketers, Adobe keeps its Twitter messaging both lively and information for the 640,400 people following its page. Adobe Twitter Whether it’s a tweet celebrating World Interaction Design Day 2019 (IxDD) — a global happening featuring over 100 events in more than 40 countries focusing on interaction design's ability to improve the human condition, or a tweet looking ahead 10 years at the future of advertising, Adobe keeps its Twitter page both fun and relevant.

#2 — Deloitte

Deloitte Twitter Twitter profile: @Deloitte 479,600 followers Twitter tagline: "Sharing the latest news, research, events and more from Deloitte Global and the Deloitte network of member firms." Multinational professional services network firm Deloitte uses a variety of engaging techniques to connect with its sizable Twitter audience. From using visually engaging native video tweets highlighting record $46.2 billion revenue and over 90,000 new hires, to image tweets about company initiatives such as its global impact map helping children in Papua New Guinea, Deloitte offers an informative and compelling Twitter presence. Deloitte Twitter Example

#3 — Dun & Bradstreet

Dun & Bradstreet Twitter Twitter profile: @DunBradstreet 18,800 followers Twitter tagline: "Official Dun & Bradstreet Twitter. Our #DNBDataCloud delivers #data & insights to help customers improve business performance." Dun & Bradstreet uses images, documents, video and other digital assets to enhance its Twitter customer and fan experience. A recent tweet used video to explore the firm's data and analytics initiatives, while another announced an upcoming webinar focused on turning data into return-on-investment (ROI). Using Twitter to thank its constituents who attended a recent company event with a multiple-photo tweet, Dun & Bradstreet mixes up its messaging on the platform to keep fans both informed and entertained with video and image-rich content, all with a down-to-earth yet professional tone business customers have come to expect on Twitter. Dun & Bradstreet Example

#4 — General Electric

General Electric Twitter Twitter profile: @generalelectric 455,800 followers Twitter tagline: "For over 125 years, GE has worked around the clock to tackle the world’s biggest challenges." Tying 3D printing to one of New York's top fashion events, a recent tweet by GE used native video to stunningly highlight a company report about its GE Additive program and a dress printed entirely from 21 plastic petals and a titanium cage. Both lighthearted animated GIF images and brief video clips were recently utilized by GE as part of an employee social media takeover initiative — a time-tested tactic that has proven successful for both B2B and B2C businesses. General Electric Example

#5 — Intel

Intel Twitter Twitter profile: @intel 4,800,000 followers Twitter tagline: "Intel news, views & events about global tech innovation." From a tweet announcing an immersive highlights partnership with English Premier League Champions Manchester City, to video-rich content featuring artificial intelligence (AI) innovations from the firm's presence at technology conference IFA, or its 2020 Tokyo Olympics partnerships for real-time athlete insights, Intel keeps it's Twitter feed filled with news delivered within the platform's unique format. Intel Example

Creating a Powerful Twitter Strategy

It’s clear from the mix of fine examples we’ve looked at here implemented creatively by Adobe, Deloitte, Dun & Bradstreet, GE and Intel that there are a wide variety of successful methods for building a solid and sustainable Twitter brand strategy. Twitter itself has had an ongoing effort to help brands with content creation on the platform, including it's recently-updated marketing playbook. With enough time, staff, and dedication most brands can build their own successful ongoing Twitter strategy, while others may find it more efficient and practical to partner with a professional marketing agency highly skilled in Twitter-specific efforts. TopRank Marketing had the honor of being named by Forrester as the only B2B marketing agency offering influencer marketing as a top capability in its “B2B Marketing Agencies, North America, Q1 2019” report.” Finally, here are five recent articles we've written that relate specifically to either Twitter or to the process of creating engaging B2B content marketing: * Adobe is a TopRank Marketing client.

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