Our B2B Marketing SEO client Marketo believes this may be at the cost of traditional advertising. With eyeballs moving from the traditional media to digital and online ($55 billion by 2014 according to Forrester) it’s a worthwhile argument.

For even more stats, check out this handy infographic from Marketo based on content marketing research conducted by MarketingProfs and Junta42:

Embed this content marketing infographic on your web site by copying and pasting the code below:

<p><a href=”http://blog.marketo.com/blog/2011/05/is-content-marketing-traditional-advertisings-new-rival-infographic.html” _mce_href=”http://blog.marketo.com/blog/2011/05/is-content-marketing-traditional-advertisings-new-rival-infographic.html”><img src=”http://blog.marketo.com/wp-content/uploads/2011/05/Content-Marketing-Infographic-by-Marketo.png” _mce_src=”http://blog.marketo.com/wp-content/uploads/2011/05/Content-Marketing-Infographic-by-Marketo.png” alt=”Content Marketing Infographic” border=”0″></a></p> <p>

Are content marketing and traditional advertising mutually exclusive? Or do you think they work better together?

In much the same way, no two successful search marketing programs will ever be exactly alike.  Each program will need to customized based on factors ranging from the type of prospects being targeted to specific objectives being achieved.

The three companies below, each having developed a unique software or technology offering, recently launched customized search marketing programs with TopRank® Online Marketing:

Aprigo offers business-savvy IT managers solutions that enable easier management and tighter security of business data existing in the cloud.  TopRank’s engagement with Aprigo, rooted in Search Engine Optimization (SEO), will be designed to increase qualified online inquiries.

With its columnar database solution, Calpont helps companies in industries including telecommunications and marketing, quickly analyze massive amounts of parallel data.  SEO, paid search and blog marketing initiatives will be deployed for Calpont with the objective of building online awareness, traffic and sales.

Curata’s offering of a content curation solution helps companies in both niche and broadly focused industries build out the online content necessary to achieve traffic and sales goals.  An objective of Curata’s program will be to leverage TopRank’s expertise in SEO and paid search to meet its own online traffic and revenue objectives.

What influences an online buying decision?

From a tactical level, news on the burgeoning trend of social commerce tells us:

“Retailers who currently host the ‘like’ button on their site demonstrated 80 percent higher average three-month traffic.” Digital IQ Index Specialty Retail report (download pdf)

From a more philosophical business perspective, however, what this data truly tells us is that while technology may lead to enhancements – little carries more weight over a buying decision than a personal, trusted testimonial.

In an ecommerce landscape that is coming to be defined by ‘social,’ understanding the referring sources and content that lead to online sales is only one step towards success.  To truly succeed, companies must understand what referring sources and content drive customers or prospects to trust (or ‘like’) the brand.

In a newly launched Search Engine Optimization (SEO) and social media marketing program with TopRank® Online Marketing, ecommerce music retailer ActiveMusician will discover and act on the referring sources – and content – that transform website visitors into social consumers.

Tactics deployed as part of this program will include:

• Optimization of online content, offering everything from cool amps to children’s guitars
• Creation of trust inducing blog content, covering subjects ranging from buying a first keyboard to purchasing cool gifts for the musician who (thinks) they have everything
• Integration of new and existing online content into appropriate social channels

“We understand, inherently, the need to build trust and awareness in online and social channels in order to succeed as an online music retailer,” states Chris Sung, a founder of ActiveMusician.  “In working with TopRank, we know that we are working with an SEO and social media consultant that understands how to transform the online marketing tactics we deploy into the online awareness and trust we need.”

Online marketing programs are oftentimes designed to focus squarely at the top of the sales funnel, in other words, to bring traffic directly to a client’s virtual front door.  But the best programs expand this focus deeper into the funnel, and concentrate just as much on compelling those already at the front door to come in and buy.  In the Search Engine Optimization (SEO) and conversion optimization case study below, staffing software provider eEmpACT experiences the benefits of a marketing program dedicated to boosting results throughout the sales funnel.

Situation

Minnesota-based eEmpACT offers a staffing software solution with integrating front office functions such as resume management and back office functions such as payroll, to recruiters and staffing professionals.

As with any company that competes for B2B prospects, the number of sales eEmpACT realizes will always be smaller than the number of prospects it generates.  As such, ensuring both a brimming-over and easily navigated sales funnel is absolutely critical.

To meet its sales goals, at least 40 inquiries must pour into the top of eEmpACT’s sales funnel each month. This means that the eEmpACT name must resonate in the minds of prospects when they begin searching for terms including ‘staffing software’ and ‘front office staffing software.’  Further, it means that once searchers land on the eEmpACT site, there are as few barriers as possible between arrival and inquiry.

Solution

TopRank® Online Marketing began its program with eEmpACT by conducting a thorough keyword and competitive analysis. Perhaps the most striking discovery was that nearly every competitor in the staffing software industry was speaking to prospects and customers in the same way, using many of the same key words and offering virtually identical features.

To help the eEmpACT website stand out and attract prospects, TopRank developed an SEO copywriting strategy whereby onsite content was written in first person, from the viewpoint of the staffing software itself. When taken as a whole, the new ‘front office staffing software’ and ‘back office staffing software’ web sections make the case for why eEmpACT should be ‘hired’ to help fill the prospect’s staffing service needs.

Attracting visitors to the eEmpACT website, however, was only half the challenge.  After these prospects arrived, they had to convert into an inquiry.  TopRank developed a two-fold conversion optimization solution: offer a compelling piece of content and promote it in the right location on the website.

TopRank and eEmpACT worked together to select value-added promotional material detailing a new SaaS software offering, a unique and highly desirable differentiator in the staffing software industry.

To pinpoint a location for where this content could achieve maximum results, TopRank analyzed site overlay data available from over 12 months of analytics history.  Once an ideal location was determined, TopRank developed a visually striking call to action button. This button was built to offer a concise benefit statement and display coloring that would stand out from the website’s existing scheme.

Results

Since publication of newly developed optimized copy, and implementation of conversion optimization recommendations, the eEmpACT website has achieved:

• Consistent page one ranking for targeted staffing software related terms
• Consistent top 4 natural organic ranking for staffing software
• Year over year organic search traffic lift of nearly 30%
• Online inquiry goals for more than six months

Of course, more important than KPIs such as ranking, traffic or inquiries – are closed sales.  And since implementation of SEO copywriting and conversion optimization recommendations, eEmpACT can track several new closed sales directly back to the organic search traffic TopRank has helped to capture and convert.  And with KPIs remaining strong, these trends are expected to continue.

As traditional and online public relations merge to become one all-encompassing PR landscape, the companies that dare to blaze new trails through this wilderness will have the most success. One such company is NewsUSA, a 20-year veteran in the media placement industry.

In 2009, NewsUSA worked to reinvent itself as a thought leading social syndication resource. With help from TopRank® Online Marketing, it built and broadcast its new brand identity to a burgeoning list of prospects in channels ranging from email to Twitter and social media. The results NewsUSA experienced with TopRank included double-digit percentage increases in content views and the attraction of more than 3,000 web influencers to its Twitter feed.

To ensure its brand continues to solidify in online channels, and in the minds of prospects, NewsUSA has recently renewed its program with TopRank.

With its renewed program, rooted in Search Engine Optimization (SEO) and email marketing, NewsUSA will continue to:

• Build online awareness as the premier social syndication resource
• Increase targeted website traffic from media and PR professionals
• Boost leads generated by its website and email marketing campaigns

“TopRank has helped us establish ourselves as the one name to know in an emerging and extremely lucrative marketplace,” states Richard Rothstein, Executive Vice President of Sales & Marketing, NewsUSA.  “With our program renewal, we look forward to more of the same – a sales team busier than they’ve been in years.”

Online Marketing Blog recently conducted a poll asking its readers to identify the top three digital marketing tactics they planned to emphasize in 2011.

Tactics finishing within the top 5 include:

• Search engine optimization
• Social network participation
• Blogging
• Email marketing
• Content marketing

The mix of tactics sitting atop this list signal a new year where online marketing programs are defined by content and engagement, likely to a greater degree than ever before.  To further raise the visibility of how its solutions for email marketing and social media help companies succeed in this landscape, StrongMail has engaged with TopRank® Online Marketing.

Components of this new engagement, customized to meet the objective of increasing customer acquisition for StrongMail, include:

• Implementation of SEO best practices
• Creation of a social SEO strategic road map
• Research and mining of a targeted social network
• Launch of a strategic inbound linkbuilding program

“The TopRank® Online Marketing team boasts deep industry knowledge of the digital marketing landscape, from both a strategic and tactical standpoint,” states Jason Klein, Senior Marketing Communications Manager, StrongMail.  “We are thrilled to be able to leverage this knowledge to extend the online visibility and success of our online marketing solutions.”

Best practice online marketing programs, integrating elements of Search Engine Optimization (SEO) and social media marketing, can be customized to meet the challenges posed by the need for visibility and engagement. By renewing programs with TopRank® Online Marketing, the two B2B technology companies below will continue to meet and ultimately overcome these challenges:

Datatrend provides network services, including structured cabling installation and data center consulting, to companies in industries ranging from retail to telecommunications.  A renewed program with TopRank, focused on SEO and blog marketing, will be dedicated to increasing organic search traffic and qualified inquiries.

To-Increase leverages Microsoft Dynamics to develop industry-specific software solutions for manufacturing, warehouse management and retail.  The social media measurement program launched in late 2009 will continue as To-Increase and TopRank continue to collaborate on a robust program built around a core of SEO, social media and blog marketing.

Proper SEO lives most comfortably in the home of a long term online marketing program. It is a discipline that understands benefits reaped on the climb up the mountain can be just as impactful as those achieved once the summit is reached.  It also understands how difficult it is to replace the king of any mountain, especially one strengthened by a strategic climb to the top.

The two companies below, both of which have been engaged with TopRank® Online Marketing for more than five years, have long reaped the business benefits of a strategic long term SEO program.  With new program renewals, both inch ever closer to kings of industry status.

Learn more about these companies and engagements below:

Chief Manufacturing has designed mounting and rack solutions for the technology industry for more than thirty years.  In each year of its engagement with TopRank, Chief Manufacturing has experienced double digit percentage increases in metrics ranging from top ten keyword rankings to organic search engine traffic. As part of an expanded SEO engagement with TopRank, Chief Manufacturing has added conversion optimization, which will allow the company to succinctly tie leads and inquiries back to specific online marketing initiatives.

Tekna Seal, a custom manufacturer of hermetically sealed connectors, speaks to an incredibly niche online marketplace, making its dozens of targeted keyword rankings in Google upper 5 absolutely vital to its success.  Continued success will be ensured with its latest program renewal, which includes paid search program management.

Stay up to date with news from TopRank® Online Marketing by subscribing to our newsroom RSS feed, following @TopRank on Twitter, or becoming a fan of Online Marketing Blog on Facebook.

Learn more about B2B SEO and social media marketing programs offered by TopRank by downloading our Social SEO Guides.

As posted by SEO Designer Thomas McMahon to Online Marketing Blog:

“63% of consumers and small business owners use the Internet to find information about local companies and 82% use search engines (Webvisible & Nielsen).  That means there’s a lot of opportunity for local Search Engine Optimization, or local SEO.”

Essentially, local SEO focuses on optimizing content in order to position it in the ‘Local Business Results’ displayed by search engines such as Google and Bing.  Most times, ‘Local Business Results’ appear above traditional search results.

And while the article McMahon cites does not account for customers seeking companies in emergency situations, common reasoning suggests that those rising above traditional search results will be those that are called first when trouble strikes.

One company that can attest to the power of local SEO is Minneapolis-based Welter Heating and Air Conditioning, that has recently renewed its engagement with TopRank® Online Marketing.

For nearly 100 years, Welter Heating & Air Conditioning has provided home heating and cooling repair services for residents dealing with Minnesota’s uneven climate, marked by blistering summer heat and frigid winter cold. The objective of its renewed program with TopRank is to maintain and enhance local online visibility for emergency based search phrases, including ‘central air conditioning repair Minneapolis’ and ‘furnace repair Minneapolis.’

“A good share of the year, our customers and prospects need help with an emergency situation. By helping us develop content that stands out — and can quickly be found online — TopRank will continue to position us as one of the first names that rises to the top, both in our customers’ minds and in search results.” -Rick Welter, Welter Heating.

Stay up to date with news from TopRank® Online Marketing by subscribing to our newsroom RSS feed, following @TopRank on Twitter, or becoming a fan of Online Marketing Blog on Facebook.

Learn more about the SEO and social media marketing programs offered by TopRank by downloading our Social SEO Guides.

Situation

Chief Manufacturing has over 30 years of experience designing state-of-the-art mount and rack solutions for the technology industry and made significant investments in improving their online presence to deliver more value to current and potential customers. Armed with an improved website, Chief sought outside expertise to provide consulting on search engine optimization for improved search visibility, increased qualified website traffic and sales. While Chief Manufacturing marketing staff possess some SEO expertise, TopRank provides up to date keyword, content, link building and conversion optimization consulting on an ongoing basis, freeing the Chief marketing team to focus on other offline and digital marketing programs.

Solution

Chief Manufacturing initially engaged TopRank® Online Marketing in 2007 for a Search Engine Optimization program that has moved from SEO audit to an ongoing program that continues to improve search marketing performance. A key year over year objective for Chief Manufacturing is to increase website traffic from search engines with corresponding metrics such as improved visibility on keyword queries that reflect customer interest and intent.

Over time, a variety of factors can arise that stand in the way between a website and its target audience ranging from updated search engine ranking methodology as was the case with Google Caffeine, to past content falling out of date. On a proactive basis, the TopRank Marketing team has worked with Chief Manufacturing marketing staff to address any SEO issues with SEO technical assessments and a keyword glossary audit.

Major web design or content changes can have a disastrous effect on search engine visibility and TopRank provides SEO advice during such changes to mitigate any negative effects. As with all SEO clients, TopRank Marketing also works with the Chief Manufacturing marketing team on a monthly promotional plan to ensure the creation and promotion of new and compelling content designed to attract a steady stream of customers.

Results

Since 2007, TopRank® Online Marketing has helped Chief Manufacturing achieve double-digit percentage increases in key performance indicators each year. For example, some of the improvements in 2010 over 2009 include:

• 53% more inbound links
• 22% more top 10 keyword rankings
• 25% greater search engine brand awareness
• 12% increase in organic search engine traffic

Most importantly, Chief Manufacturing now dominates the competition on a wide range of keyword queries in their industry. In fact, Chief has anywhere from 2-16 times more search engine visibility than any of their competitors for priority keyword terms that they are targeting.  Top search engine placements keep Chief Manufacturing top of mind for prospective customers that are looking for “flat panel mounts” and related products resulting in more inquiries and sales.

Of course, the inherent disadvantage of this scenario is a digital space flooded with competition.  Nearly every software company that inhabits space online must constantly be on-guard against potentially hundreds of competitors competing for mindshare.

For the two companies below, both of which have renewed Search Engine Optimization (SEO) programs with TopRank® Online Marketing, this increased competition will be far less of a worry:

Axonom specializes in providing enterprise-wide relationship automation modules for Microsoft Dynamics CRM.  In continuing its SEO engagement with TopRank, the company will be continuing to build relationships with customers and prospects pulled to Axonom website via Microsoft CRM-branded and non-branded solution based keywords.

Help/Systems develops, markets and supports leading System i software solutions, including job scheduling and message management software.  In addition to enhancing keyword rankings and search traffic, a renewed SEO program with TopRank will focus on enhancing online inquiries from targeted prospects.

Stay up to date with news from TopRank® Online Marketing by subscribing to our newsroom RSS feed, following @TopRank on Twitter, or becoming a fan of Online Marketing Blog on Facebook.

Learn more about the B2B SEO and social media marketing programs offered by TopRank by downloading our Social SEO Guides.

Online distribution of optimized press releases is a vital and impactful component of any holistic digital marketing program. As reported by Online Marketing Blog, multiple studies document that consumers and journalists search for and read news releases online, making online press release distribution a tactic that can influence everything from media exposure to website traffic to sales.

PRWeb, named by TopSEOs as the top press release distribution company, is perhaps the first provider that comes to mind when companies choose to supplement their marketing mix with online news release distribution.  When companies distribute releases through PRWeb, they trust that their content will benefit from being posted to a search engine optimal site that possesses a high degree of brand recognition.

To ensure PRWeb maintains its search engine friendliness, while building trust and awareness within targeted online channels, PRWeb has renewed its Search Engine Optimization (SEO) program with TopRank® Online Marketing.  As part of its renewed program, PRWeb will also be receiving social media marketing consultation from TopRank.

SEO and social media tactics to be provided to PRWeb during the course of this program include:

• Press release visibility testing: designed to improve release exposure for PRWeb clients
• Content optimization and link building: designed to improve rankings and traffic for PRWeb
• Social media strategy development: designed to target, reach and engage qualified prospects in authoritative online channels

“Our clients depend on PRWeb to provide expert SEO advice for news releases, which helps ensure they receive the online exposure necessary to reach their target audience,” states Meg Walker, Director of Online Marketing for PRWeb.  “To stay cutting-edge, and continue to build awareness within the minds of new prospects, we depend on the SEO and social media consultation provided by TopRank to enhance the effectiveness of our client’s releases and our own web properties.”

Stay up-to-date with news from TopRank® Online Marketing by subscribing to our newsroom RSS feed, following @TopRank on Twitter, or becoming a fan of Online Marketing Blog on Facebook.

Of course, lead generation must begin with a strategy designed to generate qualified traffic.  For the three B2B businesses below, each of which has just renewed its Search Engine Optimization (SEO) program with TopRank® Online Marketing, this principle is core.  Read on to learn more about these programs:

One Legal offers process serving and court research nationwide, and court filing services in fifteen states including New York and California.  In renewing its program with TopRank, One Legal will continue to enhance awareness, traffic and inquiries generated from a qualified and geographically appropriate audience.

Trilliant targets its offering of utility metering communications products to a select group of buyers, including large investor-owned utilities (IOUs).  A renewed B2B SEO program with TopRank, with tactics including website optimization and blog marketing, will continue to increase non-brand oriented traffic and prospect inquiries generated by the Trilliant website.

Innovatech Labs, a contract laboratory specializing in materials characterization, generates more new referrals from search engine traffic than from any other source.  In renewing its B2B SEO program with TopRank, Innovatech Labs will continue this long-held trend.

Stay up to date with news from TopRank® Online Marketing by subscribing to our newsroom RSS feed, following @TopRank on Twitter, or becoming a fan of Online Marketing Blog on Facebook.

Learn more about the B2B SEO and social media marketing programs offered by TopRank by downloading our Social SEO Guides.

In the blog marketing and content creation case study below, learn how the TopRank team leveraged this philosophy in the design and creation of a blog for audience response system provider IML. By keeping a bullseye-like focus on prospect and customer needs, TopRank has helped IML create an online resource that exists for the primary purpose of supporting overall business objectives.

Situation

When organizations look for help in hosting a silent auction or executing a unique fundraising idea, what they are truly looking for is a way to organize everything from bids to donations. The challenge experienced by IML was that its primary target knew the solution they needed, but did not know the product by name.

IML engaged with TopRank® Online Marketing on an online and blog marketing program dedicated to creating benefit-oriented, needs based content to attract its diverse customer base.

Solution

Blog content created by TopRank and IML would have a far greater goal than simply achieving higher rankings for product-oriented phrases such as “silent auction technology” and “silent auction management software.” TopRank worked with IML to develop content that spoke beyond product needs, centered on solution-based umbrella phrases including “how to run a silent auction” and “unique fundraising ideas.”

Together, TopRank and IML built a home for this content with the design and launch of the Purple Carpet Event Blog.

Results

In the year since TopRank worked with IML to develop and launch a blog optimized for solution-oriented phrases, the Purple Carpet Event blog has consistently generated traffic for solution-based phrases such as “unique fundraising ideas.”

Additionally, the Purple Carpet Event blog has helped generate:

• Page one rankings for targeted keyword phrases
• Targeted referring traffic to the IML corporate website
• Prospect inquiries via a moderated comments section

Stay up-to-date with the latest case studies from TopRank® Online Marketing by subscribing to our newsroom RSS feed, following @TopRank on Twitter or becoming a fan of Online Marketing Blog on Facebook.

Learn more about the social media marketing programs offered by TopRank by downloading our Social SEO Guides.

Today’s 24-hour news cycle means, more than ever before, journalists and bloggers turn to search engines and social media to quickly find stories and sources.  Despite this, many media placement and article syndication companies guard content behind lengthy log-in processes.  The five minutes it takes a journalist to log-in is, oftentimes, five minutes spent finding a more convenient source.

One company that has evolved to meet the needs of its prospect and client base is NewsUSA.  The social media and Twitter case study below details how TopRank® Online Marketing is helping NewsUSA meet business objectives by freeing up and expanding the availability of media content into channels frequented by customers and prospects.

Situation:

For more than 20 years, NewsUSA has helped its clients achieve brand visibility via copyright-free syndicated content. Much like its competition, NewsUSA entered 2009 with a requirement that users, from print journalists to bloggers, log-in to its article syndication section in order to access and publish this copyright-free content.

NewsUSA engaged TopRank® Online Marketing to develop an online marketing strategy that would move beyond simply improving website traffic, but would help increase news reach and visibility for its clients’ content.

Solution:

As a market evolves, so do opportunities for companies to differentiate themselves from the competition. In embracing the rise of social media, NewsUSA grabbed such an opportunity by launching its Twitter feed in September 2009 (as just one element of a larger mix of social channels to promote content). Each week, a list of followers consisting of both print and online journalists would be the first to discover the availability of the latest copyright-free content.

NewsUSA Tweets are written to be social media friendly, pulling more visitors to NewsUSA articles. Content promoted through this Twitter feed is also available without logging in, to all readers, removing the log-in barrier still in play by most competitors of NewsUSA. This ease of use helps encourage news placements while clearly differentiating NewsUSA in the marketplace.

Results:

Since launching its Twitter feed as part of their mix in September 2009, NewsUSA has seen consistent increases in digital story reach and online influence.

Additionally, since its launch the NewsUSA Twitter feed has:

• Driven more than 1,000 visitors per month to the NewsUSA website
• Accounted for double-digit percentage increases in content views
• Grown its following to more than 3,000 bloggers, media and web influencers

“A new media environment necessitates a new and flexible media strategy for a company like NewsUSA. The social media strategy implemented by TopRank® Online Marketing has helped transform how we are seen by our prospects, and is paying remarkable and rapid dividends for our clients.” – Richard Rothstein, Executive Vice President of Sales and Marketing, NewsUSA

Stay up-to-date with the latest case studies from TopRank® Online Marketing by subscribing to our newsroom RSS feed, following @TopRank on Twitter or becoming a fan of Online Marketing Blog on Facebook.

Learn more about the social media marketing programs offered by TopRank by downloading our Social SEO Guides.