July 2013

Getting Personal with your Online Marketing

I think sometimes marketers forget that the Internet is all about making the message personal. If you think about it, where else can you have a one-on-one conversation with a potential customer? And, when he or she is in a receptive mood?!

When we look at where advertising expenditures are heading, we can understand why integrating content across platforms, from email marketing to mobile, is receiving so much attention. Many of the players in social are making shifts accordingly.

This month’s buzz focuses on smartphone marketing trends, more personalization from LinkedIn, Twitter retargeting and why email is still the #1 source for sales when done correctly. It fails miserably when personalization is done wrong, however.

So when creating your buyer personas, remember, it’s all about the individual.

 Content Marketing World

Internet Buzz: Get in the Know

marketingprofs.comHow Marketers are Approaching Mobile in 2013 
A new study from Chief Marketer reports that most marketers are integrating mobile in their marketing efforts including 76% that optimize email for mobile. However, only 40% are optimizing email landing pages for mobile.

mediapost.comSmartphone Marketing Opportunities Abound
Google study reports that 56% of U.S. consumers own smartphones, 61% search daily, 77% research product or services. Mobile ad spend is $7.7B in 2013, $28B by 2017.

linkedin blogA More Personalized LinkedIn Home Page
New tools have been added to amplify your content and reach out to more connections with updated, “Who’s Viewed Your Updates” & “You Recently Visited.” LinkedIn’s goal is to create a customized experience that makes it easier to begin your day, “armed with the knowledge and insights you need to be productive and successful.”

marketingland.com“Tailored Ads” will Make Twitter Advertising More Personal
By default, all Twitter users have been opted-in to this new targeting (aka re-targeting) feature which is being tested with a small number of companies.

wired.comEmail, Organic Search, and PPC Crushing Twitter, Facebook for Selling Stuff Online
A new report from marketing data outfit, Custora, found that over the past four years, online retailers have quadrupled the rate of customers acquired through email to nearly 7 percent. By far the most popular way to get customers was “organic search,” according to the report, followed by “cost per click” ads (in both cases, read: Google).

From the TopRank® Blog

toprankblog.comThe Power of Influence Marketing
With 2.5 quintillion bytes of data created every day, marketers are challenged to stand out among the sheer volume of information confronting their target audience. At the same time, information overload drives consumers to filter their choices to those few who are most trusted, credible and meaningful. Read TopRank CEO Lee Odden’s take on why investing in a content and influencer marketing strategy makes sense in today’s fragmented online messaging.

toprankblog.comBuild Credibility and Trust for your Business with this Blogging Template
Whatever your reason is for creating business blog content, following a format can help create the structure that builds confidence with readers and confidence in your own blogging ability. A structured blogging format is a great starting point that can be customized with your own flavor of creative expression. Here’s a basic template to help you begin publishing content regularly.

toprankblog.com7 Ways Small Business can Integrate SEO, Social Media & Content Marketing
The variety of options for customer marketing and engagement ranging from social media to SEO to email marketing to online advertising can be overwhelming. As a result, many small businesses find deciding which tactics are best challenging. Discover how to improve your online marketing efforts exponentially when starting with a holistic content strategy.

toprankblog.comHow Public Relations & Communications can Win the Content Marketing Race
While much of content marketing falls under the realm of corporate marketing, the expertise in messaging, content creation and media relations that many Public Relations professionals bring to the table can offer a competitive advantage. Investing in the three areas outlined in this article will help your business meet both PR and marketing objectives.

Fun Fact

Fun Fact

TopRank in the News

openviewpartners.comLee Odden on SEO Content Creation in OpenView Marketing Lab
Lee weighs in on the debate whether to prioritize targeted content or SEO and explains why SEO content creation doesn’t need to be black and white.

econtentmag@LeeOdden, Voted Top 50 Influencer on Twitter as Content Marketing Resource
In June, EContent announced it was accepting votes for a new list recognizing the best and brightest in the content marketing industry. Lee was in good company with some industry stalwarts. As Joe Pulizzi noted in the comments about half those on the list will be at Content Marketing World, where Lee, in fact, will be speaking.

noop.nlOptimize Ranks #7 in Top 30 Best Social Media Marketing Books
In order to make this list, a book was scored in five different categories: the number of Amazon reviews, the number of GoodReads reviews, the average Amazon rating, the average GoodReads rating, and the number of days since first publication. We’re delighted we broke out of the pack thanks to our readers and fans!

slideshareLee Odden, CEO, Featured on Live Twitter Chat
Download the SlideShare from Content Marketing Institute where Lee was joined by Joe Pulizzi in a live twitter chat, discussing everything from SEO to social and trends in content marketing. If you missed it, here’s your chance to grab a copy.

chamber focus showLee Holds Small Business Q&A: How Chambers of Commerce can Use Content MarketingLee offered his expertise on the 40th edition of the Chamber Focus Show about how chambers can grow using digital media and content marketing and providing value to members through multiple marketing channels. Learn from Lee during this recent Google Hangout.

Comments from the TopRank®Blog

“Hi Lee! …Working with an early stage startup presents many challenges due to limited resources; however, after reading your post, I can clearly understand what it takes to begin and execute a content marketing strategy while not ‘breaking the bank.’ Again, great job on this post and I look forward to following your future articles.”
Ray Petrucci, from 7 Steps for Creating an Optimized Content Publishing Schedule

“Marketing on Twitter is quite different than many other social media sites. However, although I may play around with the analytics option within Twitter, I will probably stick to the current social media tools that I am currently using. Very informative post.”
Sarah Green, from Opening Up Twitter Analytics to All – Smart Marketing Move ala Google

“This is all great information that I can immediately implement in to my presentations. I would never thought to distribute the presentation through social media as I’ve always relied on the event coordinator. While I only mention one tip, they are all useful.”
Casey Bisard, from 20 Plus Tips on How to Optimize Your Presentations & Public Speaking

“Hi Lee, thanks for posting this. I commented on the original post on CMI, and tried to make the same point you’re making now (and did there) with more eloquence. What I still don’t get from the original post is why you wouldn’t try to cover all possible parts of the purchase process, including making sure your content is easy to share and and optimized for search, even in “complex” B2B sales. It seems to stem from an outdated view of have buyers gather information.”
Pontus Staunstrup, from Why SEO is Relevant When It Comes to B2B Thought Leadership

“Fascinating post, although I am aware of the different ways of learning, I have never quite thought of it like this. Thanks for showing me how I can engage further with my audience, has given me lots of ideas.”
Steve Denness, from The Power of Visual Content and Brand Visuals in Action

About TopRank® Online Marketing

TopRank® Online Marketing helps companies build awareness, grow customer relationships and increase sales with our proven approach to integrated online marketing: Attract, Engage, Convert. For over 12 years the TopRank team has been trusted by Fortune 1000 B2B and B2C companies to develop digital marketing strategy and implement tactics including: content marketing, social media marketing, SEO, online PR and email marketing. TopRank also publishes one of the most popular marketing blogs in the world, at TopRankBlog.com.


  1. The news letters are great. I’m just learning more about social media everyday. I heard about this website listening to TrafficJam on podcast. I’m happy I checked out this website.

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