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What does "influencer marketing" mean to you? Are you thinking of celebrities posting product photos to Instagram? Or having a famous YouTuber run a contest for a meet and greet at an event? Why not send products to bloggers in the hopes that ...

  Influence 2.0 – The Future of Influencer Marketing Research Report 2017

 In This Issue...

 Influence 2.0 – The Future of Influencer Marketing Research Report 2017

 More Recent Articles

What does "influencer marketing" mean to you? Are you thinking of celebrities posting product photos to Instagram? Or having a famous YouTuber run a contest for a meet and greet at an event? Why not send products to bloggers in the hopes that they'll do a review and say nice things? Surely that's not all enterprise marketers think of when it comes to the possible outcomes with influencer relationships. The promise of brands collaborating or outright paying influential individuals to create content that lifts the brand's credibility and reach to sell more products is something that companies of all sizes have been hot on - especially in the past 12 months. With a groundswell of interest, there are many divergent interpretations of what influencer marketing really means. With so many different opinions, best practices and even definitions, we set out with influencer marketing platform Traackr to bring clarity and future direction by conducting research into the practice for large, enterprise organizations. We also engaged my pal and respected futurist, author and analyst, Brian Solis of Altimeter Group to conduct an analysis of that research and write a report outlining what is working, what isn't and future trends. The result is something I am very proud to be a part of.  Influence 2.0: The Future of Influencer Marketing. In this elegantly designed report, Brian outlines an argument for evolving influencer marketing to influencer relations, or Influence 2.0.  Brands need to evolve their view of influencer marketing from short term transactional engagements to a more strategic and holistic view that emphasizes long term influencer relationships. He also discusses the digital transformation of marketing, the importance for brands to humanize their marketing and the role of influence with customer experience. Of course he covers the role of content within influencer marketing and makes predictions for the future too. While this report is geared towards senior enterprise level marketers, it also includes 10 steps for setting the foundation of an Influence 2.0 approach that I think practitioners at companies of all sizes will find valuable. The icing on the cake to this report are the quotes and case studies from marketing influencers, many of which are clients of our agency, that I respect greatly including: Ted Rubin, Amanda Duncan (Microsoft), Dr. Konstanze Brown (Dell), Amisha Gandhi (SAP), Ann Handley (MarketingProfs), Jon Miller (Engagio), Jason Miller (LinkedIn) and more. Working on this project with the teams at Traackr and Altimeter has been an incredibly satisfying journey as we surveyed over 100 enterprise level marketers and brand strategists from companies including Microsoft, American Express and 3M. What we found is compelling and cause for even more optimism around influencer marketing - especially for those brands that approach the practice strategically, holistically and with the right resources. Here are 7 of the key trends in the report that will help point marketers in the right direction for realizing true ROI and business impact in 2017. 

1. 71% of marketers say their influencer marketing programs are strategic or highly strategic. 

At the same time, on average, enterprise companies are allocating only a 10% share of marketing budget to influencer marketing. In fact, 50% of the CMOs we surveyed allocate less than $100,000 annually. Clearly, enterprise companies need to put their money where their strategy is. The good news is that 55% of marketers surveyed plan to spend more on influencer marketing in the coming year and for those that spend more than $250,000 annually, that number jumps to 67% and even higher to 77% for those brands using influencer marketing technology.

2. 67% of marketers want to drive lead generation through the use of influencer marketing. 

Beyond improving brand advocacy, awareness and reaching new audiences, the majority of marketers are also focused on improving leads and sales conversion (74%) as a result of working with industry influencers. Thinking holistically, influence plays a role throughout the customer lifecycle and in all relationship-drive brand communications. The movement towards brands incorporating influencers in content beyond marketing to sales, customer service, recruiting and PR is gaining momentum.

3. 80% of marketers rate content marketing as most impacted by influencer marketing. 

In discussions about the ROI of brand relationships with influencers, there's simply no better match than content collaboration for creating measurable, impactful business outcomes. The research supports this with content being rated highest in impact from influencer marketing along with social media marketing and media relations.

4. 43% of marketers are experimenting with influencer marketing. 

It is still early days for influencer marketing within companies with such a large number still experimenting. 28% of marketers rate the maturity of their influencer marketing program as campaign driven and 24% are implementing ongoing programs. As brands mature their ability and relationships with influencer marketing, I think the trend will change significantly towards the majority of companies implementing always on, ongoing programs.

5. 48% of B2C influencer marketing programs are ongoing. 

This is in contrast to only 11% of B2B companies running ongoing influencer marketing programs. With 80% of marketers rating content so important in terms of influencer marketing impact and the importance of content for longer B2B sales journeys, I think we'll see explosive growth of ongoing programs in the B2B space.

6. Marketing owns influencer marketing (70%) but PR engages with influencers most often (70%). 

There is, what seems, an eternal battle between who owns influencer marketing and rather than a turf war, I think what we'll see more of is convergence between marketing and PR. The same influencers could be engaged by multiple departments within an organization beyond marketing and PR, so a more holistic and strategic view along with the right technology for management of those influencer relationships will be essential.

7. 57% of marketers say influencer marketing will be integrated in all marketing activities in the next 3 years. 

Currently, only 5% of marketers rate the maturity of their influencer marketing program as integrated, so the forward looking optimism for the next 3 years towards integration should be a strong signal for the direction influencer marketing is going. In the Influence 2.0 model, influencers can play a role in each moment of truth during the customer journey through content, engagement and community. A strategic and always on approach to influence enables true customer centricity by placing customer experience at the center of an enterprise business strategy. It is by engaging influencers in authentic, long-term relationships and creating value within the relationships between influencers and their communities, that CMOs can impact sales, satisfaction, retention and overall customer experience. This report dives deep into each of these areas and represents a real evolution of the influencer marketing practice.  A big thanks to Delphine Reynaud and the team at Traackr for all their hard work on this research project and report from the planning to the initial analysis to the beautiful design. Also, a big thanks goes to Brian Solis for his insight and intelligence around the future of influencer relations - Influence 2.0. You can download the full Influence 2.0: The Future of Influencer Marketing report here. If you need help developing your influencer marketing strategy, finding the right influencers and integrating influencers with your digital marketing mix, check out TopRank Marketing influencer content services here.

The post Influence 2.0 – The Future of Influencer Marketing Research Report 2017 appeared first on Online Marketing Blog - TopRank®.

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What does "influencer marketing" mean to you? Are you thinking of celebrities posting product photos to Instagram? Or having a famous YouTuber run a contest for a meet and greet at an event? Why not send products to bloggers in the hopes that ...   Influence 2.0 – The Future of Influencer Marketing Research Report 2017  In This Issue...  Influence 2.0 – The Future of Influencer Marketing Research Report 2017  More Recent Articles What does "influencer marketing" mean to you? Are you thinking of celebrities posting product photos to Instagram? Or having a famous YouTuber run a contest for a meet and greet at an event? Why not send products to bloggers in the hopes that they'll do a review and say nice things? Surely that's not all enterprise marketers think of when it comes to the possible outcomes with influencer relationships. The promise of brands collaborating or outright paying influential individuals to create content that lifts the brand's credibility and reach to sell more products is something that companies of all sizes have been hot on - especially in the past 12 months. With a groundswell of interest, there are many divergent interpretations of what influencer marketing really means. With so many different opinions, best practices and even definitions, we set out with influencer marketing platform Traackr to bring clarity and future direction by conducting research into the practice for large, enterprise organizations. We also engaged my pal and respected futurist, author and analyst, Brian Solis of Altimeter Group to conduct an analysis of that research and write a report outlining what is working, what isn't and future trends. The result is something I am very proud to be a part of.  Influence 2.0: The Future of Influencer Marketing. In this elegantly designed report, Brian outlines an argument for evolving influencer marketing to influencer relations, or Influence 2.0.  Brands need to evolve their view of influencer marketing from short term transactional engagements to a more strategic and holistic view that emphasizes long term influencer relationships. He also discusses the digital transformation of marketing, the importance for brands to humanize their marketing and the role of influence with customer experience. Of course he covers the role of content within influencer marketing and makes predictions for the future too. While this report is geared towards senior enterprise level marketers, it also includes 10 steps for setting the foundation of an Influence 2.0 approach that I think practitioners at companies of all sizes will find valuable. The icing on the cake to this report are the quotes and case studies from marketing influencers, many of which are clients of our agency, that I respect greatly including: Ted Rubin, Amanda Duncan (Microsoft), Dr. Konstanze Brown (Dell), Amisha Gandhi (SAP), Ann Handley (MarketingProfs), Jon Miller (Engagio), Jason Miller (LinkedIn) and more. Working on this project with the teams at Traackr and Altimeter has been an incredibly satisfying journey as we surveyed over 100 enterprise level marketers and brand strategists from companies including Microsoft, American Express and 3M. What we found is compelling and cause for even more optimism around influencer marketing - especially for those brands that approach the practice strategically, holistically and with the right resources. Here are 7 of the key trends in the report that will help point marketers in the right direction for realizing true ROI and business impact in 2017.  1. 71% of marketers say their influencer marketing programs are strategic or highly strategic.  At the same time, on average, enterprise companies are allocating only a 10% share of marketing budget to influencer marketing. In fact, 50% of the CMOs we surveyed allocate less than $100,000 annually. Clearly, enterprise companies need to put their money where their strategy is. The good news is that 55% of marketers surveyed plan to spend more on influencer marketing in the coming year and for those that spend more than $250,000 annually, that number jumps to 67% and even higher to 77% for those brands using influencer marketing technology. 2. 67% of marketers want to drive lead generation through the use of influencer marketing.  Beyond improving brand advocacy, awareness and reaching new audiences, the majority of marketers are also focused on improving leads and sales conversion (74%) as a result of working with industry influencers. Thinking holistically, influence plays a role throughout the customer lifecycle and in all relationship-drive brand communications. The movement towards brands incorporating influencers in content beyond marketing to sales, customer service, recruiting and PR is gaining momentum. 3. 80% of marketers rate content marketing as most impacted by influencer marketing.  In discussions about the ROI of brand relationships with influencers, there's simply no better match than content collaboration for creating measurable, impactful business outcomes. The research supports this with content being rated highest in impact from influencer marketing along with social media marketing and media relations. 4. 43% of marketers are experimenting with influencer marketing.  It is still early days for influencer marketing within companies with such a large number still experimenting. 28% of marketers rate the maturity of their influencer marketing program as campaign driven and 24% are implementing ongoing programs. As brands mature their ability and relationships with influencer marketing, I think the trend will change significantly towards the majority of companies implementing always on, ongoing programs. 5. 48% of B2C influencer marketing programs are ongoing.  This is in contrast to only 11% of B2B companies running ongoing influencer marketing programs. With 80% of marketers rating content so important in terms of influencer marketing impact and the importance of content for longer B2B sales journeys, I think we'll see explosive growth of ongoing programs in the B2B space. 6. Marketing owns influencer marketing (70%) but PR engages with influencers most often (70%).  There is, what seems, an eternal battle between who owns influencer marketing and rather than a turf war, I think what we'll see more of is convergence between marketing and PR. The same influencers could be engaged by multiple departments within an organization beyond marketing and PR, so a more holistic and strategic view along with the right technology for management of those influencer relationships will be essential. 7. 57% of marketers say influencer marketing will be integrated in all marketing activities in the next 3 years.  Currently, only 5% of marketers rate the maturity of their influencer marketing program as integrated, so the forward looking optimism for the next 3 years towards integration should be a strong signal for the direction influencer marketing is going. In the Influence 2.0 model, influencers can play a role in each moment of truth during the customer journey through content, engagement and community. A strategic and always on approach to influence enables true customer centricity by placing customer experience at the center of an enterprise business strategy. It is by engaging influencers in authentic, long-term relationships and creating value within the relationships between influencers and their communities, that CMOs can impact sales, satisfaction, retention and overall customer experience. This report dives deep into each of these areas and represents a real evolution of the influencer marketing practice.  A big thanks to Delphine Reynaud and the team at Traackr for all their hard work on this research project and report from the planning to the initial analysis to the beautiful design. Also, a big thanks goes to Brian Solis for his insight and intelligence around the future of influencer relations - Influence 2.0. You can download the full Influence 2.0: The Future of Influencer Marketing report here. If you need help developing your influencer marketing strategy, finding the right influencers and integrating influencers with your digital marketing mix, check out TopRank Marketing influencer content services here. The post Influence 2.0 – The Future of Influencer Marketing Research Report 2017 appeared first on Online Marketing Blog - TopRank®.         • Email to a friend • View comments • Track comments •   More Recent Articles How to Create Best Answer Content: 6 Inspiring Examples The B2B Buying Disconnect: 5 Opportunities for Increasing Influence with Technology Buyers 10 B2C Brands Crushing it with Instagram Video Content in 2017 Online Marketing News: Millennials Love UGC, Voice Search and Goodbye Vine Would You Rather: 6 Ways to Tell if Your Digital Marketing Agency is the Right Fit       Click here to safely unsubscribe from "Online Marketing Blog – TopRank®."Click here to view mailing archives, here to change your preferences, or here to subscribe • Privacy Email subscriptions powered by FeedBlitz, LLC, 365 Boston Post Rd, Suite 123, Sudbury, MA 01776, USA.        

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What does "influencer marketing" mean to you? Are you thinking of celebrities posting product photos to Instagram? Or having a famous YouTuber run a contest for a meet and greet at an event? Why not send products to bloggers in the hopes that ...   Influence 2.0 – The Future of Influencer Marketing Research Report 2017  In This Issue...  Influence 2.0 – The Future of Influencer Marketing Research Report 2017  More Recent Articles What does "influencer marketing" mean to you? Are you thinking of celebrities posting product photos to Instagram? Or having a famous YouTuber run a contest for a meet and greet at an event? Why not send products to bloggers in the hopes that they'll do a review and say nice things? Surely that's not all enterprise marketers think of when it comes to the possible outcomes with influencer relationships. The promise of brands collaborating or outright paying influential individuals to create content that lifts the brand's credibility and reach to sell more products is something that companies of all sizes have been hot on - especially in the past 12 months. With a groundswell of interest, there are many divergent interpretations of what influencer marketing really means. With so many different opinions, best practices and even definitions, we set out with influencer marketing platform Traackr to bring clarity and future direction by conducting research into the practice for large, enterprise organizations. We also engaged my pal and respected futurist, author and analyst, Brian Solis of Altimeter Group to conduct an analysis of that research and write a report outlining what is working, what isn't and future trends. The result is something I am very proud to be a part of.  Influence 2.0: The Future of Influencer Marketing. In this elegantly designed report, Brian outlines an argument for evolving influencer marketing to influencer relations, or Influence 2.0.  Brands need to evolve their view of influencer marketing from short term transactional engagements to a more strategic and holistic view that emphasizes long term influencer relationships. He also discusses the digital transformation of marketing, the importance for brands to humanize their marketing and the role of influence with customer experience. Of course he covers the role of content within influencer marketing and makes predictions for the future too. While this report is geared towards senior enterprise level marketers, it also includes 10 steps for setting the foundation of an Influence 2.0 approach that I think practitioners at companies of all sizes will find valuable. The icing on the cake to this report are the quotes and case studies from marketing influencers, many of which are clients of our agency, that I respect greatly including: Ted Rubin, Amanda Duncan (Microsoft), Dr. Konstanze Brown (Dell), Amisha Gandhi (SAP), Ann Handley (MarketingProfs), Jon Miller (Engagio), Jason Miller (LinkedIn) and more. Working on this project with the teams at Traackr and Altimeter has been an incredibly satisfying journey as we surveyed over 100 enterprise level marketers and brand strategists from companies including Microsoft, American Express and 3M. What we found is compelling and cause for even more optimism around influencer marketing - especially for those brands that approach the practice strategically, holistically and with the right resources. Here are 7 of the key trends in the report that will help point marketers in the right direction for realizing true ROI and business impact in 2017.  1. 71% of marketers say their influencer marketing programs are strategic or highly strategic.  At the same time, on average, enterprise companies are allocating only a 10% share of marketing budget to influencer marketing. In fact, 50% of the CMOs we surveyed allocate less than $100,000 annually. Clearly, enterprise companies need to put their money where their strategy is. The good news is that 55% of marketers surveyed plan to spend more on influencer marketing in the coming year and for those that spend more than $250,000 annually, that number jumps to 67% and even higher to 77% for those brands using influencer marketing technology. 2. 67% of marketers want to drive lead generation through the use of influencer marketing.  Beyond improving brand advocacy, awareness and reaching new audiences, the majority of marketers are also focused on improving leads and sales conversion (74%) as a result of working with industry influencers. Thinking holistically, influence plays a role throughout the customer lifecycle and in all relationship-drive brand communications. The movement towards brands incorporating influencers in content beyond marketing to sales, customer service, recruiting and PR is gaining momentum. 3. 80% of marketers rate content marketing as most impacted by influencer marketing.  In discussions about the ROI of brand relationships with influencers, there's simply no better match than content collaboration for creating measurable, impactful business outcomes. The research supports this with content being rated highest in impact from influencer marketing along with social media marketing and media relations. 4. 43% of marketers are experimenting with influencer marketing.  It is still early days for influencer marketing within companies with such a large number still experimenting. 28% of marketers rate the maturity of their influencer marketing program as campaign driven and 24% are implementing ongoing programs. As brands mature their ability and relationships with influencer marketing, I think the trend will change significantly towards the majority of companies implementing always on, ongoing programs. 5. 48% of B2C influencer marketing programs are ongoing.  This is in contrast to only 11% of B2B companies running ongoing influencer marketing programs. With 80% of marketers rating content so important in terms of influencer marketing impact and the importance of content for longer B2B sales journeys, I think we'll see explosive growth of ongoing programs in the B2B space. 6. Marketing owns influencer marketing (70%) but PR engages with influencers most often (70%).  There is, what seems, an eternal battle between who owns influencer marketing and rather than a turf war, I think what we'll see more of is convergence between marketing and PR. The same influencers could be engaged by multiple departments within an organization beyond marketing and PR, so a more holistic and strategic view along with the right technology for management of those influencer relationships will be essential. 7. 57% of marketers say influencer marketing will be integrated in all marketing activities in the next 3 years.  Currently, only 5% of marketers rate the maturity of their influencer marketing program as integrated, so the forward looking optimism for the next 3 years towards integration should be a strong signal for the direction influencer marketing is going. In the Influence 2.0 model, influencers can play a role in each moment of truth during the customer journey through content, engagement and community. A strategic and always on approach to influence enables true customer centricity by placing customer experience at the center of an enterprise business strategy. It is by engaging influencers in authentic, long-term relationships and creating value within the relationships between influencers and their communities, that CMOs can impact sales, satisfaction, retention and overall customer experience. This report dives deep into each of these areas and represents a real evolution of the influencer marketing practice.  A big thanks to Delphine Reynaud and the team at Traackr for all their hard work on this research project and report from the planning to the initial analysis to the beautiful design. Also, a big thanks goes to Brian Solis for his insight and intelligence around the future of influencer relations - Influence 2.0. You can download the full Influence 2.0: The Future of Influencer Marketing report here. If you need help developing your influencer marketing strategy, finding the right influencers and integrating influencers with your digital marketing mix, check out TopRank Marketing influencer content services here. The post Influence 2.0 – The Future of Influencer Marketing Research Report 2017 appeared first on Online Marketing Blog - TopRank®.         • Email to a friend • View comments • Track comments •   More Recent Articles How to Create Best Answer Content: 6 Inspiring Examples The B2B Buying Disconnect: 5 Opportunities for Increasing Influence with Technology Buyers 10 B2C Brands Crushing it with Instagram Video Content in 2017 Online Marketing News: Millennials Love UGC, Voice Search and Goodbye Vine Would You Rather: 6 Ways to Tell if Your Digital Marketing Agency is the Right Fit       Click here to safely unsubscribe from "Online Marketing Blog – TopRank®."Click here to view mailing archives, here to change your preferences, or here to subscribe • Privacy Email subscriptions powered by FeedBlitz, LLC, 365 Boston Post Rd, Suite 123, Sudbury, MA 01776, USA.        

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Search Engine Roundtable Daily Recap

Daily Search Forum Recap: January 25, 2017

Posted:

Here is a recap of what happened in the search forums today, through the eyes of the Search Engine Roundtable and other search forums on the web.

Search Engine Roundtable Stories:

Google: AMP Not Ranking Factor But If AMP Page Is Canonical, It Will Be Used For Site Quality John Mueller addressed two different questions around AMP in the past 24 hours or so. The first, he said AMP is not a ranking factor...

Google Search Asking Searchers About Their Trips Dharmi Gohil shared a screen shot with me on Twitter of a new type of feedback box in the Google search results. This was not about rating how happy you were with the search results but asking about someone's trip to a hotel...

Bing Ads Automatic Imports With Google AdWords Live Bing Ads announced a new feature that lets you automatically import your Google AdWords data into your Bing Ads campaigns. It is called "automatic imports" and it is basically a one way sync from Google AdWords to your Bing Ads campaigns...

Google: The Site Command Not Ranked In Any Defined Order Google's John Mueller addressed a question we covered a couple times in the past. How does Google order the results they show for a site command. So you do a site:www.mydomain.com in Google and it normally returns your home page and then all the other pages of your site...

Is Google AdWords Testing Black AdWords Ad Label Now? Yesterday we reported Google was testing a green outlined ad label. This was a change from the full green ad label from the yellow ad label. Shortly after, Elzer Ramos posted on Twitter that he saw the ad label in black...

Yasuhiro Helmet At Google Sqoolnet posted a picture on Instagram of a "helmet of middle age knight Yasuhiro." This was at the Google office at the Taipei Google office. It doesn't look so old to me and seems like a fun replic

Other Great Search Forum Threads:

Google is testing these subtle lines between paid, organic and related searches blocks. https://t.co/5Q2upMT9Sx, Conrad O'Connell on Twitter

Up to 350,000 Fake Twitter Accounts Discovered in one Network, WebmasterWorld

Yahoo Q4 Revenue $1.469 Billion, With Annual Revenue $5.169 Billion, WebmasterWorld

#PODCAST What does Google have planned for 2017? With +John Mueller We all ..., Google+ - John Mueller

Best Ways to Get Inventory of Google Maps Listings for Company with Many Locations, localsearchforum.com

I finally ranked on page 1, low comp keyword, for the first time., BlackHatWorld

Live Video on Instagram Rolls Out Globally, WebmasterWorld

Pin Marker in Parking Lot, localsearchforum.com

You are subscribed to email updates from Search Engine Roundtable. To stop receiving these emails, you may unsubscribe now. Email delivery powered by Google Google Inc., 1600 Amphitheatre Parkway, Mountain View, CA 94043, United States

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Undoubtedly you've heard the expression "content shock," coined by marketing expert Mark Schaefer.With immense respect, I have to admit: I don't believe in it. The idea that there's so much content out there, people are tired of content ...

  How to Create Best Answer Content: 6 Inspiring Examples

 In This Issue...

 How to Create Best Answer Content: 6 Inspiring Examples

 More Recent Articles

Undoubtedly you've heard the expression "content shock," coined by marketing expert Mark Schaefer.

With immense respect, I have to admit: I don't believe in it.

The idea that there's so much content out there, people are tired of content altogether? That no one's giving new content a chance? That it's too hard to get new content seen? Not buying it. I think what's happening is simply this: People don't want "content." They want answers to questions. They want a few minutes of entertainment. They want to learn something new. They want what they were searching for in the first place. To reach our audience, we need to stop creating content and start producing the best answer to their queries.  Companies that adopt this content marketing strategy tend to top search engine rankings (Top…rankings…there's an agency name in there somewhere, I can feel it). It's easy to find examples of what Lee Odden refers to as "best answer content." Just go to your friendly neighborhood search engine, enter a query, and browse the first few results. With few exceptions, you will see content that is:

Addressed to a Specific Audience

Addressed to a Specific Query

Substantial

Comprehensive, Addressing Complimentary Queries and Crosslinking

Not Blatantly Promotional

At TopRank Marketing, we call this type of content a "Power Page." It's designed to not only top the rankings, but inspire longer time-on-page, lower bounce rates, and direct readers deeper into the site with solid next steps. Here are a few of my favorite Power Pages. Some are from our clients, some I found at the top of my search results.

#1: A Beginner's Guide to Email Marketing

Nobody beats Neil Patel and his crew at KISSmetrics for sheer volume of best-answer content. This 2,000+ word monster is ranked in the top three on Google for "How to Do Email Marketing." It's easy to see why. Author Nathan Hangen walks the reader through every aspect of creating an email marketing campaign, including tangential topics like how to put together a newsletter and how to write a compelling CTA. This piece's search engine ranking is a clear indication that great content is its own SEO. There's no keyword stuffing in the first paragraph, no awkwardly-shoehorned-in links. It's just great, valuable, thorough content. To my eye, the only thing lacking here is a navigational element. A sidebar with links to the headers would make it even easier for people to find what they're looking for.

#2: 7 Questions Every B2B Content Marketing Strategy Should Answer

This page from client LinkedIn Marketing Solutions looks like a mild-mannered blog post, but it's secretly an organic search powerhouse. Most blog content has a limited life span for search potential. Blog posts generally get shared in the first 2-3 days, then the Internet's collective consciousness moves on to the next new thing. By contrast, this post was designed to be evergreen. It addresses crucial concerns marketers have about B2B content marketing strategy, thoroughly answering each and including links to further reading. Many of these links are next-steps to gated content, which add value while also capturing leads.

#3: 100 Best Paleo Diet Recipes of All Time

Not every Power Page has to be a 2,000 word original piece of content created from scratch. This page from Paleo Grubs ranks highly for "best paleo recipes," and is at heart, a roundup of the site's previously-published recipes, with a few external links for good measure. A little repurposing, a little curation, a little new content for the blurb on each recipe, and voila: An evergreen resource. This page not only has immediate value for a reader, it has lasting value. They're bound to spend several minutes browsing, then bookmark the page for future reference. Notice the CTA at the top left, and the continued offers throughout as you scroll. They're never intrusive, but they're highly visible just the same.

#4: The Future of Diagnostic Imaging

This Power Page from McKesson's Medical Imaging Talk Blog is another permutation of what best-answer content can be. It serves as a topics page, rounding up blogs on medical imaging in several different categories. But it also features commentary on each of the categories, a live Twitter feed, polls and links to gated content. The result is a dynamic page worth bookmarking, where content is continually refreshed while the anchor page remains the same. A Power Page like this can be a portal to the rest of your blog, selecting out a sub-audience by topic and showing them only your most relevant content.

#5: The Best Hiking Boots for Men

  Everything about this page from Outdoor Gear Lab is above and beyond the call of duty. There's no wonder it ranks consistently at the top for "Best hiking boots." Notice how it starts with "What is the best men's hiking boot?" What a great way to pull in a likely keyword query. That little SEO flourish is genius, but it's this page's comprehensive content that makes it unbeatable. Note the navigational tabs on the top—you can immediately see there's a great deal of content here and that it's well-organized. That kind of information right up front is likely to keep readers on the page exploring. Not only that, the ability to jump right into the information they're looking for will keep bounce rates low. This page is packed with valuable information for a prospective hiker, presented in a simple but attractive format. Bonus points for the extensive use of home-grown visuals—there's not a stock photo in sight.

6. Account Based Marketing Resources: Definitions, Tactics, Tips & Strategy

Predictive marketing platform Everstring sought to create a one-stop shop for account based marketing with this Power Page. They began with one of the most-searched queries for this relatively new term: "What Is Account-Based Marketing (ABM)?" That query is the start of a deep dive into every relevant aspect of ABM, from getting started to refining tactics. The organization of this page is exceptional; it's definitely optimized for ease of reading. Big, bold headers lead to short paragraphs with bulleted points of interest. And it includes rich media in the form of embedded SlideShares, which add value, visual interest, and can increase time on page. Don't Be The Ocean. Be the Lighthouse. Nobody wants more "content." Your audience is looking for a guiding light, not another drop in the bucket. Create best answer content—data-based, comprehensive, valuable—and let it be a beacon to lead weary sailors to your shore. To learn more about how TopRank Marketing creates exceptional content, check out our content marketing service page. Disclosure: LinkedIn, Everstring and McKesson are TopRank Marketing clients. 

The post How to Create Best Answer Content: 6 Inspiring Examples appeared first on Online Marketing Blog - TopRank®.

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Undoubtedly you've heard the expression "content shock," coined by marketing expert Mark Schaefer.With immense respect, I have to admit: I don't believe in it. The idea that there's so much content out there, people are tired of content ...   How to Create Best Answer Content: 6 Inspiring Examples  In This Issue...  How to Create Best Answer Content: 6 Inspiring Examples  More Recent Articles Undoubtedly you've heard the expression "content shock," coined by marketing expert Mark Schaefer. With immense respect, I have to admit: I don't believe in it. The idea that there's so much content out there, people are tired of content altogether? That no one's giving new content a chance? That it's too hard to get new content seen? Not buying it. I think what's happening is simply this: People don't want "content." They want answers to questions. They want a few minutes of entertainment. They want to learn something new. They want what they were searching for in the first place. To reach our audience, we need to stop creating content and start producing the best answer to their queries.  Companies that adopt this content marketing strategy tend to top search engine rankings (Top…rankings…there's an agency name in there somewhere, I can feel it). It's easy to find examples of what Lee Odden refers to as "best answer content." Just go to your friendly neighborhood search engine, enter a query, and browse the first few results. With few exceptions, you will see content that is: Addressed to a Specific Audience Addressed to a Specific Query Substantial Comprehensive, Addressing Complimentary Queries and Crosslinking Not Blatantly Promotional At TopRank Marketing, we call this type of content a "Power Page." It's designed to not only top the rankings, but inspire longer time-on-page, lower bounce rates, and direct readers deeper into the site with solid next steps. Here are a few of my favorite Power Pages. Some are from our clients, some I found at the top of my search results. #1: A Beginner's Guide to Email Marketing Nobody beats Neil Patel and his crew at KISSmetrics for sheer volume of best-answer content. This 2,000+ word monster is ranked in the top three on Google for "How to Do Email Marketing." It's easy to see why. Author Nathan Hangen walks the reader through every aspect of creating an email marketing campaign, including tangential topics like how to put together a newsletter and how to write a compelling CTA. This piece's search engine ranking is a clear indication that great content is its own SEO. There's no keyword stuffing in the first paragraph, no awkwardly-shoehorned-in links. It's just great, valuable, thorough content. To my eye, the only thing lacking here is a navigational element. A sidebar with links to the headers would make it even easier for people to find what they're looking for. #2: 7 Questions Every B2B Content Marketing Strategy Should Answer This page from client LinkedIn Marketing Solutions looks like a mild-mannered blog post, but it's secretly an organic search powerhouse. Most blog content has a limited life span for search potential. Blog posts generally get shared in the first 2-3 days, then the Internet's collective consciousness moves on to the next new thing. By contrast, this post was designed to be evergreen. It addresses crucial concerns marketers have about B2B content marketing strategy, thoroughly answering each and including links to further reading. Many of these links are next-steps to gated content, which add value while also capturing leads. #3: 100 Best Paleo Diet Recipes of All Time Not every Power Page has to be a 2,000 word original piece of content created from scratch. This page from Paleo Grubs ranks highly for "best paleo recipes," and is at heart, a roundup of the site's previously-published recipes, with a few external links for good measure. A little repurposing, a little curation, a little new content for the blurb on each recipe, and voila: An evergreen resource. This page not only has immediate value for a reader, it has lasting value. They're bound to spend several minutes browsing, then bookmark the page for future reference. Notice the CTA at the top left, and the continued offers throughout as you scroll. They're never intrusive, but they're highly visible just the same. #4: The Future of Diagnostic Imaging This Power Page from McKesson's Medical Imaging Talk Blog is another permutation of what best-answer content can be. It serves as a topics page, rounding up blogs on medical imaging in several different categories. But it also features commentary on each of the categories, a live Twitter feed, polls and links to gated content. The result is a dynamic page worth bookmarking, where content is continually refreshed while the anchor page remains the same. A Power Page like this can be a portal to the rest of your blog, selecting out a sub-audience by topic and showing them only your most relevant content. #5: The Best Hiking Boots for Men   Everything about this page from Outdoor Gear Lab is above and beyond the call of duty. There's no wonder it ranks consistently at the top for "Best hiking boots." Notice how it starts with "What is the best men's hiking boot?" What a great way to pull in a likely keyword query. That little SEO flourish is genius, but it's this page's comprehensive content that makes it unbeatable. Note the navigational tabs on the top—you can immediately see there's a great deal of content here and that it's well-organized. That kind of information right up front is likely to keep readers on the page exploring. Not only that, the ability to jump right into the information they're looking for will keep bounce rates low. This page is packed with valuable information for a prospective hiker, presented in a simple but attractive format. Bonus points for the extensive use of home-grown visuals—there's not a stock photo in sight. 6. Account Based Marketing Resources: Definitions, Tactics, Tips & Strategy Predictive marketing platform Everstring sought to create a one-stop shop for account based marketing with this Power Page. They began with one of the most-searched queries for this relatively new term: "What Is Account-Based Marketing (ABM)?" That query is the start of a deep dive into every relevant aspect of ABM, from getting started to refining tactics. The organization of this page is exceptional; it's definitely optimized for ease of reading. Big, bold headers lead to short paragraphs with bulleted points of interest. And it includes rich media in the form of embedded SlideShares, which add value, visual interest, and can increase time on page. Don't Be The Ocean. Be the Lighthouse. Nobody wants more "content." Your audience is looking for a guiding light, not another drop in the bucket. Create best answer content—data-based, comprehensive, valuable—and let it be a beacon to lead weary sailors to your shore. To learn more about how TopRank Marketing creates exceptional content, check out our content marketing service page. Disclosure: LinkedIn, Everstring and McKesson are TopRank Marketing clients.  The post How to Create Best Answer Content: 6 Inspiring Examples appeared first on Online Marketing Blog - TopRank®.         • Email to a friend • View comments • Track comments •   More Recent Articles The B2B Buying Disconnect: 5 Opportunities for Increasing Influence with Technology Buyers 10 B2C Brands Crushing it with Instagram Video Content in 2017 Online Marketing News: Millennials Love UGC, Voice Search and Goodbye Vine Would You Rather: 6 Ways to Tell if Your Digital Marketing Agency is the Right Fit What You Need to Know to Get Started with Account-Based Marketing       Click here to safely unsubscribe from "Online Marketing Blog – TopRank®."Click here to view mailing archives, here to change your preferences, or here to subscribe • Privacy Email subscriptions powered by FeedBlitz, LLC, 365 Boston Post Rd, Suite 123, Sudbury, MA 01776, USA.        

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Undoubtedly you've heard the expression "content shock," coined by marketing expert Mark Schaefer.With immense respect, I have to admit: I don't believe in it. The idea that there's so much content out there, people are tired of content ...   How to Create Best Answer Content: 6 Inspiring Examples  In This Issue...  How to Create Best Answer Content: 6 Inspiring Examples  More Recent Articles Undoubtedly you've heard the expression "content shock," coined by marketing expert Mark Schaefer. With immense respect, I have to admit: I don't believe in it. The idea that there's so much content out there, people are tired of content altogether? That no one's giving new content a chance? That it's too hard to get new content seen? Not buying it. I think what's happening is simply this: People don't want "content." They want answers to questions. They want a few minutes of entertainment. They want to learn something new. They want what they were searching for in the first place. To reach our audience, we need to stop creating content and start producing the best answer to their queries.  Companies that adopt this content marketing strategy tend to top search engine rankings (Top…rankings…there's an agency name in there somewhere, I can feel it). It's easy to find examples of what Lee Odden refers to as "best answer content." Just go to your friendly neighborhood search engine, enter a query, and browse the first few results. With few exceptions, you will see content that is: Addressed to a Specific Audience Addressed to a Specific Query Substantial Comprehensive, Addressing Complimentary Queries and Crosslinking Not Blatantly Promotional At TopRank Marketing, we call this type of content a "Power Page." It's designed to not only top the rankings, but inspire longer time-on-page, lower bounce rates, and direct readers deeper into the site with solid next steps. Here are a few of my favorite Power Pages. Some are from our clients, some I found at the top of my search results. #1: A Beginner's Guide to Email Marketing Nobody beats Neil Patel and his crew at KISSmetrics for sheer volume of best-answer content. This 2,000+ word monster is ranked in the top three on Google for "How to Do Email Marketing." It's easy to see why. Author Nathan Hangen walks the reader through every aspect of creating an email marketing campaign, including tangential topics like how to put together a newsletter and how to write a compelling CTA. This piece's search engine ranking is a clear indication that great content is its own SEO. There's no keyword stuffing in the first paragraph, no awkwardly-shoehorned-in links. It's just great, valuable, thorough content. To my eye, the only thing lacking here is a navigational element. A sidebar with links to the headers would make it even easier for people to find what they're looking for. #2: 7 Questions Every B2B Content Marketing Strategy Should Answer This page from client LinkedIn Marketing Solutions looks like a mild-mannered blog post, but it's secretly an organic search powerhouse. Most blog content has a limited life span for search potential. Blog posts generally get shared in the first 2-3 days, then the Internet's collective consciousness moves on to the next new thing. By contrast, this post was designed to be evergreen. It addresses crucial concerns marketers have about B2B content marketing strategy, thoroughly answering each and including links to further reading. Many of these links are next-steps to gated content, which add value while also capturing leads. #3: 100 Best Paleo Diet Recipes of All Time Not every Power Page has to be a 2,000 word original piece of content created from scratch. This page from Paleo Grubs ranks highly for "best paleo recipes," and is at heart, a roundup of the site's previously-published recipes, with a few external links for good measure. A little repurposing, a little curation, a little new content for the blurb on each recipe, and voila: An evergreen resource. This page not only has immediate value for a reader, it has lasting value. They're bound to spend several minutes browsing, then bookmark the page for future reference. Notice the CTA at the top left, and the continued offers throughout as you scroll. They're never intrusive, but they're highly visible just the same. #4: The Future of Diagnostic Imaging This Power Page from McKesson's Medical Imaging Talk Blog is another permutation of what best-answer content can be. It serves as a topics page, rounding up blogs on medical imaging in several different categories. But it also features commentary on each of the categories, a live Twitter feed, polls and links to gated content. The result is a dynamic page worth bookmarking, where content is continually refreshed while the anchor page remains the same. A Power Page like this can be a portal to the rest of your blog, selecting out a sub-audience by topic and showing them only your most relevant content. #5: The Best Hiking Boots for Men   Everything about this page from Outdoor Gear Lab is above and beyond the call of duty. There's no wonder it ranks consistently at the top for "Best hiking boots." Notice how it starts with "What is the best men's hiking boot?" What a great way to pull in a likely keyword query. That little SEO flourish is genius, but it's this page's comprehensive content that makes it unbeatable. Note the navigational tabs on the top—you can immediately see there's a great deal of content here and that it's well-organized. That kind of information right up front is likely to keep readers on the page exploring. Not only that, the ability to jump right into the information they're looking for will keep bounce rates low. This page is packed with valuable information for a prospective hiker, presented in a simple but attractive format. Bonus points for the extensive use of home-grown visuals—there's not a stock photo in sight. 6. Account Based Marketing Resources: Definitions, Tactics, Tips & Strategy Predictive marketing platform Everstring sought to create a one-stop shop for account based marketing with this Power Page. They began with one of the most-searched queries for this relatively new term: "What Is Account-Based Marketing (ABM)?" That query is the start of a deep dive into every relevant aspect of ABM, from getting started to refining tactics. The organization of this page is exceptional; it's definitely optimized for ease of reading. Big, bold headers lead to short paragraphs with bulleted points of interest. And it includes rich media in the form of embedded SlideShares, which add value, visual interest, and can increase time on page. Don't Be The Ocean. Be the Lighthouse. Nobody wants more "content." Your audience is looking for a guiding light, not another drop in the bucket. Create best answer content—data-based, comprehensive, valuable—and let it be a beacon to lead weary sailors to your shore. To learn more about how TopRank Marketing creates exceptional content, check out our content marketing service page. Disclosure: LinkedIn, Everstring and McKesson are TopRank Marketing clients.  The post How to Create Best Answer Content: 6 Inspiring Examples appeared first on Online Marketing Blog - TopRank®.         • Email to a friend • View comments • Track comments •   More Recent Articles The B2B Buying Disconnect: 5 Opportunities for Increasing Influence with Technology Buyers 10 B2C Brands Crushing it with Instagram Video Content in 2017 Online Marketing News: Millennials Love UGC, Voice Search and Goodbye Vine Would You Rather: 6 Ways to Tell if Your Digital Marketing Agency is the Right Fit What You Need to Know to Get Started with Account-Based Marketing       Click here to safely unsubscribe from "Online Marketing Blog – TopRank®."Click here to view mailing archives, here to change your preferences, or here to subscribe • Privacy Email subscriptions powered by FeedBlitz, LLC, 365 Boston Post Rd, Suite 123, Sudbury, MA 01776, USA.        

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Search Engine Roundtable Daily Recap

Daily Search Forum Recap: January 24, 2017

Posted:

Here is a recap of what happened in the search forums today, through the eyes of the Search Engine Roundtable and other search forums on the web.

Search Engine Roundtable Stories:

Google Update Brewing? Chatter & Tools Point To Algorithm Update Over the past 24-hours, the ongoing WebmasterWorld thread has seen an uptick in chatter around ranking and traffic changes from Google. Plus, many of the tracking tools that have updated for the day are showing signs of a Google update...

Google AdWords Call Reporting Now In India & South Africa Google announced both on Google+ and Google AdWords Help forums that advertisers in India and South Africa can now do call reporting. Google said...

Google Maps Labels Today's Events On The Map Google Maps seems to now be labeling upcoming events in your local area with a "today" label. Max Minzer spotted this and posted about it on Google+...

Google Testing Green Outlined AdWords Ad Label As you know, last year, Google switched the AdWords ad label from yellow to green - well, maybe Google is bored with the green now. Matthew Barnes spotted Google testing the ad label in an outline green...

Google: We're Done With Big Numbered Penguin Releases & Updates Gary Illyes from Google posted on Twitter that Google is now done with numbered Penguin releases. He said "we're not planning more numbered releases for penguin...

Plush Google Smartphone Holders Here is a picture of a new years gift given by Google to some folks. It is a smartphone holder in plush Google branded small bean bags for your phone. This was posted on Instagram by Pattarakorn S.

Other Great Search Forum Threads:

A short series of Challenges this week that make the point: Sometimes the bes..., Google+ - Dan Russell

ð" Hello, it's #GoogleVoice calling with a fresh look and new upgrades across..., Google+ - Google

Our integration with Tock can help you get a table at some of the world's bes..., Google+ - Google Maps

Plumber category changed to "mechanical contractor", localsearchforum.com

Upgrading Forum to SSL - Please let us know if any problems, localsearchforum.com

We've started trying out the invisible ReCaptcha in Search Console -- How does it work for you? https://t.co/Il1ZILy35b, John Mueller on Twitter

You are subscribed to email updates from Search Engine Roundtable. To stop receiving these emails, you may unsubscribe now. Email delivery powered by Google Google Inc., 1600 Amphitheatre Parkway, Mountain View, CA 94043, United States

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Thanks to the internet, social media and mobile technologies, buyer's are more self-directed than ever before, using these tools to conduct independent research that informs important purchasing decisions for themselves and the companies they work ...

  The B2B Buying Disconnect: 5 Opportunities for Increasing Influence with Technology Buyers

 In This Issue...

 The B2B Buying Disconnect: 5 Opportunities for Increasing Influence with Technology Buyers

 More Recent Articles

Thanks to the internet, social media and mobile technologies, buyer's are more self-directed than ever before, using these tools to conduct independent research that informs important purchasing decisions for themselves and the companies they work for.

However when it comes to B2B buyers, specifically those looking to purchase tools and software from technology vendors, while independent research is a major trend, 60% say their vendor is an influential part of the purchasing process, according to TrustRadius' new report, The B2B Buying Disconnect.

Of course, that's not the whole story. While technology vendors—namely their marketing and sales teams—play an undeniably important role in the purchasing process, they may be missing the mark or leaving opportunities on the table by focusing on the wrong things. And that's precisely what TrustRadius' study aimed to uncover.

Billed as a landmark study, TrustRadius surveyed more than 600 technology buyers and vendors with the goal of identifying key areas of alignment and disconnect, and unearth opportunities for vendors to increase their influence in the purchasing process.

"Buyers are looking for a balanced, relevant and realistic view of products," TrustRadius CEO Vinay Bhagat said in a report press release. "When vendors proactively connect buyers with content providing that view, they can increase their influence in the purchasing process."

Below we dive into some more interesting insights from the report, and the opportunities that go along with them, so you can increase influence and build more trust with your buyers.

#1 – Buyers want hands-on experience with the product before committing.

According to the report, product demos are the most helpful resource for buyers and free trials are the most trustworthy sources of information.

"Buyers recognize that direct experience with a product is the best way to evaluate it," the report stated. "Note that in qualitative responses, buyers especially liked demos that were personalized for their situation or use case. Conversely, they questioned the value of demos that felt biased, rehearsed, or too general."

The opportunity: Take steps to customize and personalize the demo and trial experience. This will give buyers the experience and information they need to determine if your product is the best fit for their needs.

#2 – Existing customers are an untapped resource.

According to the report, nearly half of the buyers surveyed were product promoters, giving a product they're using a 9 or 10 on the satisfaction scale, and 91% planning to renew. In addition, 42% have independently recommended the product directly to a peer or colleague. However, of those who recommended the product, just 30% provided an official reference, testimonial or case study for the vendor.

The opportunity: Leverage your existing base of happy customers by encouraging their participation in testimonials and case studies, as well as being a reference contact for other prospects. These content resources may take more effort and time to create, but they'll be more useful and effective.

In addition, use customer feedback to inform your product strategy and improvements, as well as identify new prospects, and retention and upsell opportunities.

#3 – Buyers find "marketing collateral" unhelpful.

Vendors share a lot of content, referred to as marketing collateral in the report, but the type of content they're sharing is often missing the mark with buyers.

According to the report: "More than half of vendors produce and share each of the following types of marketing collateral: blogs (85%), white papers (83%), videos (78%), infographics (63%), and ebooks (56%). Aside from videos, they are also the least challenging to produce or provide. Yet vendors identified these five content types as the least effective at convincing prospects."

Unsurprisingly, for buyers, marketing collateral was one of the least trustworthy and helpful information resources, specifically noting that this content seemed like it was aimed at converting them into leads rather than providing helpful information.

The opportunity: Stop creating fluffy, easy content and strive to create content that allows you to be the best answer for your buyers. Be real, be honest and be transparent, and provide a range of different resources that paint a realistic view of your product.

#4 – Third-party validation can be ultra powerful.

After product demos and vendor-provided customer evidence, third-party resources such as analyst reviews and user reviews are the next most effective content types, according to the report.

"This disconnect stands out as a missed opportunity for vendors, since buyers find third-party validation fairly helpful and trustworthy. In particular, third-party reviews are unique in that they are the only form of customer evidence not controlled by the vendor. Buyers said they were more helpful as well as more trustworthy than vendor-provided references, and vendors themselves said they were slightly easier to provide than customer references."

The opportunity: Encourage your customers to review your product and service on reputable third-party review sites. In addition, consider reaching out to relevant, leading industry publications or thought leaders, and ask them to demo and review your product. If you're confident in your products capabilities and benefits, as well as aware of its limitations, the insights shared in third-party reviews will better inform your prospects, showcase what you offer and give you an opportunity to improve your product offerings.

#5 – Strategic vendors have more influence.

Most buyers described vendors as a necessary and practical resource, rather than a strategic partner. But for those who vendors that do play a strategic role, 89% of buyers said they were somewhat or very influential in their purchasing decision.

According to the report: "Buyers who described a strategic role mentioned activities such as on-site visits, extended trials, demos with real data, customization options, and demonstrating ROI. They also highlighted help with convincing stakeholders and positive "non-salesy" interactions with vendor representatives."

The opportunity: Show your true value by aligning your key internal stakeholders, and sales and marketing departments, and designing a nurture strategy that provides a personalized customer experience across digital, print and people-facing channels.

Want More Insights?

Read the full report here.

What steps are you taking to better understand your B2B buyer’s journey, and the content that is the most relevant and useful to them? Tell us in the comments section below.

Gain a competitive advantage by subscribing to the TopRank® Online Marketing Newsletter.

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What You Need to Know to Get Started with Account-Based Marketing

Working Together in Perfect Harmony: Digital Advertising + Content Marketing

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Thanks to the internet, social media and mobile technologies, buyer's are more self-directed than ever before, using these tools to conduct independent research that informs important purchasing decisions for themselves and the companies they work ...   The B2B Buying Disconnect: 5 Opportunities for Increasing Influence with Technology Buyers  In This Issue...  The B2B Buying Disconnect: 5 Opportunities for Increasing Influence with Technology Buyers  More Recent Articles Thanks to the internet, social media and mobile technologies, buyer's are more self-directed than ever before, using these tools to conduct independent research that informs important purchasing decisions for themselves and the companies they work for. However when it comes to B2B buyers, specifically those looking to purchase tools and software from technology vendors, while independent research is a major trend, 60% say their vendor is an influential part of the purchasing process, according to TrustRadius' new report, The B2B Buying Disconnect. Of course, that's not the whole story. While technology vendors—namely their marketing and sales teams—play an undeniably important role in the purchasing process, they may be missing the mark or leaving opportunities on the table by focusing on the wrong things. And that's precisely what TrustRadius' study aimed to uncover. Billed as a landmark study, TrustRadius surveyed more than 600 technology buyers and vendors with the goal of identifying key areas of alignment and disconnect, and unearth opportunities for vendors to increase their influence in the purchasing process. "Buyers are looking for a balanced, relevant and realistic view of products," TrustRadius CEO Vinay Bhagat said in a report press release. "When vendors proactively connect buyers with content providing that view, they can increase their influence in the purchasing process." Below we dive into some more interesting insights from the report, and the opportunities that go along with them, so you can increase influence and build more trust with your buyers. #1 – Buyers want hands-on experience with the product before committing. According to the report, product demos are the most helpful resource for buyers and free trials are the most trustworthy sources of information. "Buyers recognize that direct experience with a product is the best way to evaluate it," the report stated. "Note that in qualitative responses, buyers especially liked demos that were personalized for their situation or use case. Conversely, they questioned the value of demos that felt biased, rehearsed, or too general." The opportunity: Take steps to customize and personalize the demo and trial experience. This will give buyers the experience and information they need to determine if your product is the best fit for their needs. #2 – Existing customers are an untapped resource. According to the report, nearly half of the buyers surveyed were product promoters, giving a product they're using a 9 or 10 on the satisfaction scale, and 91% planning to renew. In addition, 42% have independently recommended the product directly to a peer or colleague. However, of those who recommended the product, just 30% provided an official reference, testimonial or case study for the vendor. The opportunity: Leverage your existing base of happy customers by encouraging their participation in testimonials and case studies, as well as being a reference contact for other prospects. These content resources may take more effort and time to create, but they'll be more useful and effective. In addition, use customer feedback to inform your product strategy and improvements, as well as identify new prospects, and retention and upsell opportunities. #3 – Buyers find "marketing collateral" unhelpful. Vendors share a lot of content, referred to as marketing collateral in the report, but the type of content they're sharing is often missing the mark with buyers. According to the report: "More than half of vendors produce and share each of the following types of marketing collateral: blogs (85%), white papers (83%), videos (78%), infographics (63%), and ebooks (56%). Aside from videos, they are also the least challenging to produce or provide. Yet vendors identified these five content types as the least effective at convincing prospects." Unsurprisingly, for buyers, marketing collateral was one of the least trustworthy and helpful information resources, specifically noting that this content seemed like it was aimed at converting them into leads rather than providing helpful information. The opportunity: Stop creating fluffy, easy content and strive to create content that allows you to be the best answer for your buyers. Be real, be honest and be transparent, and provide a range of different resources that paint a realistic view of your product. #4 – Third-party validation can be ultra powerful. After product demos and vendor-provided customer evidence, third-party resources such as analyst reviews and user reviews are the next most effective content types, according to the report. "This disconnect stands out as a missed opportunity for vendors, since buyers find third-party validation fairly helpful and trustworthy. In particular, third-party reviews are unique in that they are the only form of customer evidence not controlled by the vendor. Buyers said they were more helpful as well as more trustworthy than vendor-provided references, and vendors themselves said they were slightly easier to provide than customer references." The opportunity: Encourage your customers to review your product and service on reputable third-party review sites. In addition, consider reaching out to relevant, leading industry publications or thought leaders, and ask them to demo and review your product. If you're confident in your products capabilities and benefits, as well as aware of its limitations, the insights shared in third-party reviews will better inform your prospects, showcase what you offer and give you an opportunity to improve your product offerings. #5 – Strategic vendors have more influence. Most buyers described vendors as a necessary and practical resource, rather than a strategic partner. But for those who vendors that do play a strategic role, 89% of buyers said they were somewhat or very influential in their purchasing decision. According to the report: "Buyers who described a strategic role mentioned activities such as on-site visits, extended trials, demos with real data, customization options, and demonstrating ROI. They also highlighted help with convincing stakeholders and positive "non-salesy" interactions with vendor representatives." The opportunity: Show your true value by aligning your key internal stakeholders, and sales and marketing departments, and designing a nurture strategy that provides a personalized customer experience across digital, print and people-facing channels. Want More Insights? Read the full report here. What steps are you taking to better understand your B2B buyer’s journey, and the content that is the most relevant and useful to them? Tell us in the comments section below. Gain a competitive advantage by subscribing to theTopRank® Online Marketing Newsletter. © Online Marketing Blog - TopRank®, 2017. | The B2B Buying Disconnect: 5 Opportunities for Increasing Influence with Technology Buyers | http://ift.tt/faSbAI The post The B2B Buying Disconnect: 5 Opportunities for Increasing Influence with Technology Buyers appeared first on Online Marketing Blog - TopRank®.         • Email to a friend • View comments • Track comments •   More Recent Articles 10 B2C Brands Crushing it with Instagram Video Content in 2017 Online Marketing News: Millennials Love UGC, Voice Search and Goodbye Vine Would You Rather: 6 Ways to Tell if Your Digital Marketing Agency is the Right Fit What You Need to Know to Get Started with Account-Based Marketing Working Together in Perfect Harmony: Digital Advertising + Content Marketing       Click here to safely unsubscribe from "Online Marketing Blog – TopRank®."Click here to view mailing archives, here to change your preferences, or here to subscribe • Privacy Email subscriptions powered by FeedBlitz, LLC, 365 Boston Post Rd, Suite 123, Sudbury, MA 01776, USA.        

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Thanks to the internet, social media and mobile technologies, buyer's are more self-directed than ever before, using these tools to conduct independent research that informs important purchasing decisions for themselves and the companies they work ...   The B2B Buying Disconnect: 5 Opportunities for Increasing Influence with Technology Buyers  In This Issue...  The B2B Buying Disconnect: 5 Opportunities for Increasing Influence with Technology Buyers  More Recent Articles Thanks to the internet, social media and mobile technologies, buyer's are more self-directed than ever before, using these tools to conduct independent research that informs important purchasing decisions for themselves and the companies they work for. However when it comes to B2B buyers, specifically those looking to purchase tools and software from technology vendors, while independent research is a major trend, 60% say their vendor is an influential part of the purchasing process, according to TrustRadius' new report, The B2B Buying Disconnect. Of course, that's not the whole story. While technology vendors—namely their marketing and sales teams—play an undeniably important role in the purchasing process, they may be missing the mark or leaving opportunities on the table by focusing on the wrong things. And that's precisely what TrustRadius' study aimed to uncover. Billed as a landmark study, TrustRadius surveyed more than 600 technology buyers and vendors with the goal of identifying key areas of alignment and disconnect, and unearth opportunities for vendors to increase their influence in the purchasing process. "Buyers are looking for a balanced, relevant and realistic view of products," TrustRadius CEO Vinay Bhagat said in a report press release. "When vendors proactively connect buyers with content providing that view, they can increase their influence in the purchasing process." Below we dive into some more interesting insights from the report, and the opportunities that go along with them, so you can increase influence and build more trust with your buyers. #1 – Buyers want hands-on experience with the product before committing. According to the report, product demos are the most helpful resource for buyers and free trials are the most trustworthy sources of information. "Buyers recognize that direct experience with a product is the best way to evaluate it," the report stated. "Note that in qualitative responses, buyers especially liked demos that were personalized for their situation or use case. Conversely, they questioned the value of demos that felt biased, rehearsed, or too general." The opportunity: Take steps to customize and personalize the demo and trial experience. This will give buyers the experience and information they need to determine if your product is the best fit for their needs. #2 – Existing customers are an untapped resource. According to the report, nearly half of the buyers surveyed were product promoters, giving a product they're using a 9 or 10 on the satisfaction scale, and 91% planning to renew. In addition, 42% have independently recommended the product directly to a peer or colleague. However, of those who recommended the product, just 30% provided an official reference, testimonial or case study for the vendor. The opportunity: Leverage your existing base of happy customers by encouraging their participation in testimonials and case studies, as well as being a reference contact for other prospects. These content resources may take more effort and time to create, but they'll be more useful and effective. In addition, use customer feedback to inform your product strategy and improvements, as well as identify new prospects, and retention and upsell opportunities. #3 – Buyers find "marketing collateral" unhelpful. Vendors share a lot of content, referred to as marketing collateral in the report, but the type of content they're sharing is often missing the mark with buyers. According to the report: "More than half of vendors produce and share each of the following types of marketing collateral: blogs (85%), white papers (83%), videos (78%), infographics (63%), and ebooks (56%). Aside from videos, they are also the least challenging to produce or provide. Yet vendors identified these five content types as the least effective at convincing prospects." Unsurprisingly, for buyers, marketing collateral was one of the least trustworthy and helpful information resources, specifically noting that this content seemed like it was aimed at converting them into leads rather than providing helpful information. The opportunity: Stop creating fluffy, easy content and strive to create content that allows you to be the best answer for your buyers. Be real, be honest and be transparent, and provide a range of different resources that paint a realistic view of your product. #4 – Third-party validation can be ultra powerful. After product demos and vendor-provided customer evidence, third-party resources such as analyst reviews and user reviews are the next most effective content types, according to the report. "This disconnect stands out as a missed opportunity for vendors, since buyers find third-party validation fairly helpful and trustworthy. In particular, third-party reviews are unique in that they are the only form of customer evidence not controlled by the vendor. Buyers said they were more helpful as well as more trustworthy than vendor-provided references, and vendors themselves said they were slightly easier to provide than customer references." The opportunity: Encourage your customers to review your product and service on reputable third-party review sites. In addition, consider reaching out to relevant, leading industry publications or thought leaders, and ask them to demo and review your product. If you're confident in your products capabilities and benefits, as well as aware of its limitations, the insights shared in third-party reviews will better inform your prospects, showcase what you offer and give you an opportunity to improve your product offerings. #5 – Strategic vendors have more influence. Most buyers described vendors as a necessary and practical resource, rather than a strategic partner. But for those who vendors that do play a strategic role, 89% of buyers said they were somewhat or very influential in their purchasing decision. According to the report: "Buyers who described a strategic role mentioned activities such as on-site visits, extended trials, demos with real data, customization options, and demonstrating ROI. They also highlighted help with convincing stakeholders and positive "non-salesy" interactions with vendor representatives." The opportunity: Show your true value by aligning your key internal stakeholders, and sales and marketing departments, and designing a nurture strategy that provides a personalized customer experience across digital, print and people-facing channels. Want More Insights? Read the full report here. What steps are you taking to better understand your B2B buyer’s journey, and the content that is the most relevant and useful to them? Tell us in the comments section below. Gain a competitive advantage by subscribing to theTopRank® Online Marketing Newsletter. © Online Marketing Blog - TopRank®, 2017. | The B2B Buying Disconnect: 5 Opportunities for Increasing Influence with Technology Buyers | http://ift.tt/faSbAI The post The B2B Buying Disconnect: 5 Opportunities for Increasing Influence with Technology Buyers appeared first on Online Marketing Blog - TopRank®.         • Email to a friend • View comments • Track comments •   More Recent Articles 10 B2C Brands Crushing it with Instagram Video Content in 2017 Online Marketing News: Millennials Love UGC, Voice Search and Goodbye Vine Would You Rather: 6 Ways to Tell if Your Digital Marketing Agency is the Right Fit What You Need to Know to Get Started with Account-Based Marketing Working Together in Perfect Harmony: Digital Advertising + Content Marketing       Click here to safely unsubscribe from "Online Marketing Blog – TopRank®."Click here to view mailing archives, here to change your preferences, or here to subscribe • Privacy Email subscriptions powered by FeedBlitz, LLC, 365 Boston Post Rd, Suite 123, Sudbury, MA 01776, USA.        

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Search Engine Roundtable Daily Recap

Daily Search Forum Recap: January 23, 2017

Posted:

Here is a recap of what happened in the search forums today, through the eyes of the Search Engine Roundtable and other search forums on the web.

Search Engine Roundtable Stories:

Google Hotel Search Results With Pricing Trends & Top Rated Data Sergey Alakov posted a couple new search features by Google in the local results on Twitter. The first is Google showing pricing trends by day, week...

Amit Singhal, The Man Who Built Google Search, Joins Uber Amit Singhal, who retired from Google less than a year ago to pursue philanthropic efforts to help children with their education in India, is now joining Uber as a Senior Vice President...

Google Search Testing Box Layout Design Again Google has been testing since 2013 but has done so more often in 2016. Now, in 2017, it looks like Google is pushing the box/card layout design for search again. I have had close to 20 people email, tweet at me...

Google Adds Book Previews Now On Mobile Search Google has brought their book search book preview feature from desktop to mobile search...

Google Logo Honors Ed Roberts, The Activist Today on the Google home page in the United States is a special Google Doodle, logo, for Ed Roberts. He was an American activists who fought for the right for those who were disabled. He was born on January 23, 1939 and at the age of 14...

Google Indoor Auto Rickshaw Here is a photo from the Google Bangkok office showing an auto rickshaw inside their office. An auto rickshaw is like a small taxi used in those regions. This was posted by Ryan Batchin on Instagr

Other Great Search Forum Threads:

LinkedIn Launches New Desktop Design, WebmasterWorld

Report: Yahoo Faces Investigation By U.S. S.E.C. Over Data Breaches, WebmasterWorld

Which ð ï' tools do you use that import Search Console data, and which data do you use? https://t.co/jAoHVSQK8G, Google Webmasters on Twitter

You are subscribed to email updates from Search Engine Roundtable. To stop receiving these emails, you may unsubscribe now. Email delivery powered by Google Google Inc., 1600 Amphitheatre Parkway, Mountain View, CA 94043, United States

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The writing on the wall became very apparent last year: 2017 would be the year of video. In almost every marketing predictions post for 2017, video was highlighted as an area that marketers need to incorporate in order to remain competitive. Video ...

  10 B2C Brands Crushing it with Instagram Video Content in 2017

 In This Issue...

 10 B2C Brands Crushing it with Instagram Video Content in 2017

 More Recent Articles

The writing on the wall became very apparent last year: 2017 would be the year of video. In almost every marketing predictions post for 2017, video was highlighted as an area that marketers need to incorporate in order to remain competitive.

Video offers a great format for telling your story (or more importantly, the story of your customers) and connecting with your target audience. In 2016, eMarketer found that over 60% of brands planned on investing more in video in the next 12 months.

That means, competition for audience eyes will only get more competitive as brands begin to figure out what video mix works best for their marketing. Unfortunately, finding the right style and type of video for your brand can often be the toughest step.

2017 has just begun and there are already brands that are crushing it with video content and Instagram is one place to start. Below we're going to dive into how 10 B2C brands are winning with 30-60 second video content on Instagram.

Oreo

Total Followers: 2.1 Million

Oreo has made strides in real-time marketing starting with their infamous approach to the Super Bowl power outage. On their Instagram, you'll find a delightful mix of Oreos "in the wild" and content focused on classic favorites, as well as new products. In the video below, Oreo asks viewers to "slip into something more elegant" with their new thin cookies.

Introducing new Chocolate ?#?OreoThins. Slip into something a little more elegant.

A video posted by OREO (@oreo) on Jul 13, 2016 at 7:27am PDT

RedBull

Total Followers: 6.4 Million

RedBull is a brand that is all about adventure and the lives of their super fans. Much of their content is regrams from other profiles as a way to showcase and feature other Instagram'ers. One of my favorite videos that they have published this year is of an adventure loving influencer that takes an exhilarating (albeit short) ride on a rollercoaster down a mountain.

Life can be a rollercoaster sometimes. ? ?: @seanpettit_ ?: @redbulltv | Keep Your Tips Up #adventure #rollercoaster

A video posted by Red Bull (@redbull) on Jan 20, 2017 at 6:55pm PST

Nutella

Total Followers: 1.2 Million

Nutella has a very fun and delicious Instagram profile. On it you'll find different ways to spread Nutella on all of your favorite foods. I particularly enjoy their breakfast videos that showcase different ideas for making Nutella part of a balanced breakfast. They also encourage UGC by using the hashtag #SpreadYourHappy.

Stack breakfast with something the whole family will love. #SpreadTheHappy

A video posted by Nutella (@nutella) on Jan 11, 2017 at 8:29am PST

Stitch Fix

Total Followers: 472,000

Stitch Fix is hands down one of my favorite finds within the past two years. Their approach to styling encourages you to step outside of your normal style and experiment with new looks. As part of a style challenge that they're running on social channels, Stitch Fix is encouraging their customers to upload their favorite looks with videos like the one below to win a $1,000 prize!

Put on your favorite playlist, it's time to pull off athleisure! Hit a #MyStyleChallenge home run like merchandise maven, Rachel B. & try something new! We'll be announcing the first two winners tomorrow—stay tuned! Contest details at link in bio.

A video posted by Stitch Fix (@stitchfix) on Jan 15, 2017 at 9:01am PST

Nike

Total Followers: 68.7 Million

Nike is one of those iconic brands that seems to create powerful campaigns, no matter what channel they're on. This video in particular features professional runners and an olympian in a way that showcases the product, without making it seem like Nike is trying to sell you something (other than an awesome experience).

Do you believe in more? Watch @FKAtwigs x @nikewomen, featuring @ughlyducklin and @mchamleywatson. ? #doyoubelieveinmore #nikewomen

A video posted by nike (@nike) on Jan 11, 2017 at 6:24am PST

Jimmy Choo

Total Followers: 5.7 Million

Jimmy Choo is known for their decade spanning high-fashion. What is great about the videos on their Instagram channel is that the products truly look like a piece of art. Their approach makes it easy to consider their fashion an investment versus a splurge and after just one video, I was searching to see how I too could own some Jimmy Choo.

Discover the exclusive film that brings the #Women’s #SS17 collection to life on our YouTube channel.

A video posted by Jimmy Choo (@jimmychoo) on Jan 13, 2017 at 9:02am PST

Apple Music

Total Followers: 1.8 Million

Apple Music has a great mix of everything from up-and-coming artists to new tracks from your favorite bands. In particular, their exclusive interview snippets from some of today's top musicians is a great way to generate excitement and keep people coming back for more.

Talking new album, touring and more. Check @teddysphotos & @zanelowe only on @beats1official.

A video posted by Apple Music (@applemusic) on Jan 19, 2017 at 1:42pm PST

Amazon

Total Followers: 782,000

Amazon's Instagram profile is funny, clever and delightful. Each time I visit there is something that warms my heart or makes me giggle. This video in particular gives viewers all the feels. It's a throwback to the millionth (yes you read that right) banana that they gave away free of charge.

#TBT to when we gave out our 1 millionth banana! ???

A video posted by Amazon (@amazon) on Jan 19, 2017 at 10:36am PST

Life Time Fitness

Total Followers: 48,200

Life Time Fitness offers a serene and spa like atmosphere in their gyms located throughout the United States. As a long-time member, I have found their social media content to be incredibly motivating. Sort of like that workout pal that keeps you motivated and offers support, even when you're ready to throw those resolutions out the window.

Success. Day by day. 60 days of support. Sign up for the 60-Day Challenge at the link in profile! @lifetime.weightloss #lt60daychallenge #lifetimefitness

A video posted by Life Time Fitness (@lifetimefitness) on Jan 19, 2017 at 6:20pm PST

Gerber

Total Followers: 167,000

Gerber's Instagram is exactly what you might expect, pictures and videos of beautiful babies. Gerber is currently on the hunt for their 2017 Spokesbaby and shared video snippets from their 2016 winner which are almost too cute to stand.

Isla, our 2016 Spokesbaby, has had an amazing year. Stay tuned, we’re excited to announce the Grand Prize winner and all the milestone winners. #GerberPhotoSearch2016

A video posted by @gerber on Jan 19, 2017 at 2:22pm PST

Go On, Give Video A Try

As these examples show, there are a multitude of options for incorporating video into your content marketing strategy. Everything from motion graphic videos, to stills or interaction with customers all present a great opportunity to begin testing video for your brand. If you're interested in learning more about TopRank Marketing's motion graphic video capabilities and how they can help level up your video marketing, contact us today!

Gain a competitive advantage by subscribing to the TopRank® Online Marketing Newsletter.

© Online Marketing Blog - TopRank®, 2017. | 10 B2C Brands Crushing it with Instagram Video Content in 2017 | http://ift.tt/faSbAI

The post 10 B2C Brands Crushing it with Instagram Video Content in 2017 appeared first on Online Marketing Blog - TopRank®.

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Would You Rather: 6 Ways to Tell if Your Digital Marketing Agency is the Right Fit

What You Need to Know to Get Started with Account-Based Marketing

Working Together in Perfect Harmony: Digital Advertising + Content Marketing

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The writing on the wall became very apparent last year: 2017 would be the year of video. In almost every marketing predictions post for 2017, video was highlighted as an area that marketers need to incorporate in order to remain competitive. Video ...   10 B2C Brands Crushing it with Instagram Video Content in 2017  In This Issue...  10 B2C Brands Crushing it with Instagram Video Content in 2017  More Recent Articles The writing on the wall became very apparent last year: 2017 would be the year of video. In almost every marketing predictions post for 2017, video was highlighted as an area that marketers need to incorporate in order to remain competitive. Video offers a great format for telling your story (or more importantly, the story of your customers) and connecting with your target audience. In 2016, eMarketer found that over 60% of brands planned on investing more in video in the next 12 months. That means, competition for audience eyes will only get more competitive as brands begin to figure out what video mix works best for their marketing. Unfortunately, finding the right style and type of video for your brand can often be the toughest step. 2017 has just begun and there are already brands that are crushing it with video content and Instagram is one place to start. Below we're going to dive into how 10 B2C brands are winning with 30-60 second video content on Instagram. Oreo Total Followers: 2.1 Million Oreo has made strides in real-time marketing starting with their infamous approach to the Super Bowl power outage. On their Instagram, you'll find a delightful mix of Oreos "in the wild" and content focused on classic favorites, as well as new products. In the video below, Oreo asks viewers to "slip into something more elegant" with their new thin cookies. Introducing new Chocolate ?#?OreoThins. Slip into something a little more elegant. A video posted by OREO (@oreo) on Jul 13, 2016 at 7:27am PDT RedBull Total Followers: 6.4 Million RedBull is a brand that is all about adventure and the lives of their super fans. Much of their content is regrams from other profiles as a way to showcase and feature other Instagram'ers. One of my favorite videos that they have published this year is of an adventure loving influencer that takes an exhilarating (albeit short) ride on a rollercoaster down a mountain. Life can be a rollercoaster sometimes. ? ?: @seanpettit_ ?: @redbulltv | Keep Your Tips Up #adventure #rollercoaster A video posted by Red Bull (@redbull) on Jan 20, 2017 at 6:55pm PST Nutella Total Followers: 1.2 Million Nutella has a very fun and delicious Instagram profile. On it you'll find different ways to spread Nutella on all of your favorite foods. I particularly enjoy their breakfast videos that showcase different ideas for making Nutella part of a balanced breakfast. They also encourage UGC by using the hashtag #SpreadYourHappy. Stack breakfast with something the whole family will love. #SpreadTheHappy A video posted by Nutella (@nutella) on Jan 11, 2017 at 8:29am PST Stitch Fix Total Followers: 472,000 Stitch Fix is hands down one of my favorite finds within the past two years. Their approach to styling encourages you to step outside of your normal style and experiment with new looks. As part of a style challenge that they're running on social channels, Stitch Fix is encouraging their customers to upload their favorite looks with videos like the one below to win a $1,000 prize! Put on your favorite playlist, it's time to pull off athleisure! Hit a #MyStyleChallenge home run like merchandise maven, Rachel B. & try something new! We'll be announcing the first two winners tomorrow—stay tuned! Contest details at link in bio. A video posted by Stitch Fix (@stitchfix) on Jan 15, 2017 at 9:01am PST Nike Total Followers: 68.7 Million Nike is one of those iconic brands that seems to create powerful campaigns, no matter what channel they're on. This video in particular features professional runners and an olympian in a way that showcases the product, without making it seem like Nike is trying to sell you something (other than an awesome experience). Do you believe in more? Watch @FKAtwigs x @nikewomen, featuring @ughlyducklin and @mchamleywatson. ? #doyoubelieveinmore #nikewomen A video posted by nike (@nike) on Jan 11, 2017 at 6:24am PST Jimmy Choo Total Followers: 5.7 Million Jimmy Choo is known for their decade spanning high-fashion. What is great about the videos on their Instagram channel is that the products truly look like a piece of art. Their approach makes it easy to consider their fashion an investment versus a splurge and after just one video, I was searching to see how I too could own some Jimmy Choo. Discover the exclusive film that brings the #Women’s #SS17 collection to life on our YouTube channel. A video posted by Jimmy Choo (@jimmychoo) on Jan 13, 2017 at 9:02am PST Apple Music Total Followers: 1.8 Million Apple Music has a great mix of everything from up-and-coming artists to new tracks from your favorite bands. In particular, their exclusive interview snippets from some of today's top musicians is a great way to generate excitement and keep people coming back for more. Talking new album, touring and more. Check @teddysphotos & @zanelowe only on @beats1official. A video posted by Apple Music (@applemusic) on Jan 19, 2017 at 1:42pm PST Amazon Total Followers: 782,000 Amazon's Instagram profile is funny, clever and delightful. Each time I visit there is something that warms my heart or makes me giggle. This video in particular gives viewers all the feels. It's a throwback to the millionth (yes you read that right) banana that they gave away free of charge. #TBT to when we gave out our 1 millionth banana! ??? A video posted by Amazon (@amazon) on Jan 19, 2017 at 10:36am PST Life Time Fitness Total Followers: 48,200 Life Time Fitness offers a serene and spa like atmosphere in their gyms located throughout the United States. As a long-time member, I have found their social media content to be incredibly motivating. Sort of like that workout pal that keeps you motivated and offers support, even when you're ready to throw those resolutions out the window. Success. Day by day. 60 days of support. Sign up for the 60-Day Challenge at the link in profile! @lifetime.weightloss #lt60daychallenge #lifetimefitness A video posted by Life Time Fitness (@lifetimefitness) on Jan 19, 2017 at 6:20pm PST Gerber Total Followers: 167,000 Gerber's Instagram is exactly what you might expect, pictures and videos of beautiful babies. Gerber is currently on the hunt for their 2017 Spokesbaby and shared video snippets from their 2016 winner which are almost too cute to stand. Isla, our 2016 Spokesbaby, has had an amazing year. Stay tuned, we’re excited to announce the Grand Prize winner and all the milestone winners. #GerberPhotoSearch2016 A video posted by @gerber on Jan 19, 2017 at 2:22pm PST Go On, Give Video A Try As these examples show, there are a multitude of options for incorporating video into your content marketing strategy. Everything from motion graphic videos, to stills or interaction with customers all present a great opportunity to begin testing video for your brand. If you're interested in learning more about TopRank Marketing's motion graphic video capabilities and how they can help level up your video marketing, contact us today! Gain a competitive advantage by subscribing to theTopRank® Online Marketing Newsletter. © Online Marketing Blog - TopRank®, 2017. | 10 B2C Brands Crushing it with Instagram Video Content in 2017 | http://ift.tt/faSbAI The post 10 B2C Brands Crushing it with Instagram Video Content in 2017 appeared first on Online Marketing Blog - TopRank®.         • Email to a friend • View comments • Track comments •   More Recent Articles Online Marketing News: Millennials Love UGC, Voice Search and Goodbye Vine Would You Rather: 6 Ways to Tell if Your Digital Marketing Agency is the Right Fit What You Need to Know to Get Started with Account-Based Marketing Working Together in Perfect Harmony: Digital Advertising + Content Marketing 5 Email Marketing Platforms for the Modern Marketer       Click here to safely unsubscribe from "Online Marketing Blog – TopRank®."Click here to view mailing archives, here to change your preferences, or here to subscribe • Privacy Email subscriptions powered by FeedBlitz, LLC, 365 Boston Post Rd, Suite 123, Sudbury, MA 01776, USA.        

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The writing on the wall became very apparent last year: 2017 would be the year of video. In almost every marketing predictions post for 2017, video was highlighted as an area that marketers need to incorporate in order to remain competitive. Video ...   10 B2C Brands Crushing it with Instagram Video Content in 2017  In This Issue...  10 B2C Brands Crushing it with Instagram Video Content in 2017  More Recent Articles The writing on the wall became very apparent last year: 2017 would be the year of video. In almost every marketing predictions post for 2017, video was highlighted as an area that marketers need to incorporate in order to remain competitive. Video offers a great format for telling your story (or more importantly, the story of your customers) and connecting with your target audience. In 2016, eMarketer found that over 60% of brands planned on investing more in video in the next 12 months. That means, competition for audience eyes will only get more competitive as brands begin to figure out what video mix works best for their marketing. Unfortunately, finding the right style and type of video for your brand can often be the toughest step. 2017 has just begun and there are already brands that are crushing it with video content and Instagram is one place to start. Below we're going to dive into how 10 B2C brands are winning with 30-60 second video content on Instagram. Oreo Total Followers: 2.1 Million Oreo has made strides in real-time marketing starting with their infamous approach to the Super Bowl power outage. On their Instagram, you'll find a delightful mix of Oreos "in the wild" and content focused on classic favorites, as well as new products. In the video below, Oreo asks viewers to "slip into something more elegant" with their new thin cookies. Introducing new Chocolate ?#?OreoThins. Slip into something a little more elegant. A video posted by OREO (@oreo) on Jul 13, 2016 at 7:27am PDT RedBull Total Followers: 6.4 Million RedBull is a brand that is all about adventure and the lives of their super fans. Much of their content is regrams from other profiles as a way to showcase and feature other Instagram'ers. One of my favorite videos that they have published this year is of an adventure loving influencer that takes an exhilarating (albeit short) ride on a rollercoaster down a mountain. Life can be a rollercoaster sometimes. ? ?: @seanpettit_ ?: @redbulltv | Keep Your Tips Up #adventure #rollercoaster A video posted by Red Bull (@redbull) on Jan 20, 2017 at 6:55pm PST Nutella Total Followers: 1.2 Million Nutella has a very fun and delicious Instagram profile. On it you'll find different ways to spread Nutella on all of your favorite foods. I particularly enjoy their breakfast videos that showcase different ideas for making Nutella part of a balanced breakfast. They also encourage UGC by using the hashtag #SpreadYourHappy. Stack breakfast with something the whole family will love. #SpreadTheHappy A video posted by Nutella (@nutella) on Jan 11, 2017 at 8:29am PST Stitch Fix Total Followers: 472,000 Stitch Fix is hands down one of my favorite finds within the past two years. Their approach to styling encourages you to step outside of your normal style and experiment with new looks. As part of a style challenge that they're running on social channels, Stitch Fix is encouraging their customers to upload their favorite looks with videos like the one below to win a $1,000 prize! Put on your favorite playlist, it's time to pull off athleisure! Hit a #MyStyleChallenge home run like merchandise maven, Rachel B. & try something new! We'll be announcing the first two winners tomorrow—stay tuned! Contest details at link in bio. A video posted by Stitch Fix (@stitchfix) on Jan 15, 2017 at 9:01am PST Nike Total Followers: 68.7 Million Nike is one of those iconic brands that seems to create powerful campaigns, no matter what channel they're on. This video in particular features professional runners and an olympian in a way that showcases the product, without making it seem like Nike is trying to sell you something (other than an awesome experience). Do you believe in more? Watch @FKAtwigs x @nikewomen, featuring @ughlyducklin and @mchamleywatson. ? #doyoubelieveinmore #nikewomen A video posted by nike (@nike) on Jan 11, 2017 at 6:24am PST Jimmy Choo Total Followers: 5.7 Million Jimmy Choo is known for their decade spanning high-fashion. What is great about the videos on their Instagram channel is that the products truly look like a piece of art. Their approach makes it easy to consider their fashion an investment versus a splurge and after just one video, I was searching to see how I too could own some Jimmy Choo. Discover the exclusive film that brings the #Women’s #SS17 collection to life on our YouTube channel. A video posted by Jimmy Choo (@jimmychoo) on Jan 13, 2017 at 9:02am PST Apple Music Total Followers: 1.8 Million Apple Music has a great mix of everything from up-and-coming artists to new tracks from your favorite bands. In particular, their exclusive interview snippets from some of today's top musicians is a great way to generate excitement and keep people coming back for more. Talking new album, touring and more. Check @teddysphotos & @zanelowe only on @beats1official. A video posted by Apple Music (@applemusic) on Jan 19, 2017 at 1:42pm PST Amazon Total Followers: 782,000 Amazon's Instagram profile is funny, clever and delightful. Each time I visit there is something that warms my heart or makes me giggle. This video in particular gives viewers all the feels. It's a throwback to the millionth (yes you read that right) banana that they gave away free of charge. #TBT to when we gave out our 1 millionth banana! ??? A video posted by Amazon (@amazon) on Jan 19, 2017 at 10:36am PST Life Time Fitness Total Followers: 48,200 Life Time Fitness offers a serene and spa like atmosphere in their gyms located throughout the United States. As a long-time member, I have found their social media content to be incredibly motivating. Sort of like that workout pal that keeps you motivated and offers support, even when you're ready to throw those resolutions out the window. Success. Day by day. 60 days of support. Sign up for the 60-Day Challenge at the link in profile! @lifetime.weightloss #lt60daychallenge #lifetimefitness A video posted by Life Time Fitness (@lifetimefitness) on Jan 19, 2017 at 6:20pm PST Gerber Total Followers: 167,000 Gerber's Instagram is exactly what you might expect, pictures and videos of beautiful babies. Gerber is currently on the hunt for their 2017 Spokesbaby and shared video snippets from their 2016 winner which are almost too cute to stand. Isla, our 2016 Spokesbaby, has had an amazing year. Stay tuned, we’re excited to announce the Grand Prize winner and all the milestone winners. #GerberPhotoSearch2016 A video posted by @gerber on Jan 19, 2017 at 2:22pm PST Go On, Give Video A Try As these examples show, there are a multitude of options for incorporating video into your content marketing strategy. Everything from motion graphic videos, to stills or interaction with customers all present a great opportunity to begin testing video for your brand. If you're interested in learning more about TopRank Marketing's motion graphic video capabilities and how they can help level up your video marketing, contact us today! Gain a competitive advantage by subscribing to theTopRank® Online Marketing Newsletter. © Online Marketing Blog - TopRank®, 2017. | 10 B2C Brands Crushing it with Instagram Video Content in 2017 | http://ift.tt/faSbAI The post 10 B2C Brands Crushing it with Instagram Video Content in 2017 appeared first on Online Marketing Blog - TopRank®.         • Email to a friend • View comments • Track comments •   More Recent Articles Online Marketing News: Millennials Love UGC, Voice Search and Goodbye Vine Would You Rather: 6 Ways to Tell if Your Digital Marketing Agency is the Right Fit What You Need to Know to Get Started with Account-Based Marketing Working Together in Perfect Harmony: Digital Advertising + Content Marketing 5 Email Marketing Platforms for the Modern Marketer       Click here to safely unsubscribe from "Online Marketing Blog – TopRank®."Click here to view mailing archives, here to change your preferences, or here to subscribe • Privacy Email subscriptions powered by FeedBlitz, LLC, 365 Boston Post Rd, Suite 123, Sudbury, MA 01776, USA.        

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