Tap Blogging

Admit it. On Halloween night, the fierce competitor within you sprinted from home to home to claim as much sugary bounty as your pillowcase could carry. But the loyalist and purist in you was on the hunt for a specific candy treat. A treat that put all the rest to shame; a treat that always hit the sweet spot. via GIPHY For me, that coveted treat was: the Almond Joy. Sweetened coconut. Crunchy almonds. Smooth milk chocolate. Devilishly delicious, but ghoulishly elusive amongst a sea of KitKat- and Snickers-purchasing households. (Here’s to you, organic reach on Facebook .) As marketers, we all have our favorites. From tactical techniques that sweeten our marketing mix to the integration of marketing elements to tantalize our audience’s taste buds, the TopRank Marketing team weighs in on both fun- and king-size marketing treats they can’t resist. Our Favorite Marketing Sweet Treats Josh Nite Senior Content Marketing Manager My favorite candy is black licorice. Black licorice ...

With more than 2.4 billion users worldwide, Facebook has long been a popular platform for brands both B2B and direct-to-consumer looking to creatively and effectively showcase their products and services. Facebook has released scores of new features over the past several years that have not only helped it remain among the most-used social media platforms — despite facing well-publicized challenges over the past several years — but also increasingly to become a destination for professional business users, and users looking for a social experience markedly different from LinkedIn, Twitter, and Instagram. With Facebook having launched so many new tools for brands to maximize their engagement on the platform, let’s take a look at how five large primarily B2B companies are creatively  connecting with audiences through pages, groups, communities, and several other methods Facebook provides. #1 — Canva https://www.facebook.com/canva/ 1,359,228 followers Since arriving on the Web grap...

Back in 2017, Dr. Rick Rigsby delivered an impassioned commencement speech at California State University Maritime Academy, sending the internet into a motivational frenzy. The minister, speaker, and former college professor regaled the audience with key learnings from the “wisest person” he’d ever met—a third-grade dropout, who also happened to be his father. Despite his lack of formal education, Dr. Rigsby’s father rigorously pursued learning and growth, instilling a drive for excellence within his children and providing a light in the darkest of times. But perhaps the biggest takeaway from Dr. Rigsby’s speech would eventually become his motivational catchphrase: “Make an impact, not just an impression.” via GIPHY As everyday humans, Dr. Rigsby’s message reminds us that striving to be our best selves can have a profound effect on the world around us. And I’d say that for B2B content marketers, this is more than just an inspiring directive, but also a growing imperative. We all...

Let’s cut to the chase: If brands and marketers can’t build trust internally at their organizations, they’ll never be able to develop it outwardly in an authentic way. Plain and simple. When marketers broadcast trustworthiness as a virtue through content and messaging, while their company visibly deals with discord and misalignment in its own ranks, the sentiment rings about as hollow as a sinister-looking Disney villain telling the protagonist through a wicked grin that of course they can be trusted. (Except that today’s customers are more savvy and adept than those necessarily naive fictional film heroes.) via GIPHY Employees need to trust their leaders, and vice versa. Various functions and departments must foster trust between one another. When a sturdy foundation of confidence, reliability, and belief is in place, this will naturally emanate externally. But the opposite is also true, and it’s something all brands should be thinking about as trust-building becomes a primary...

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When it comes to influencer marketing , we usually think of it as a fairly recent or even cutting-edge innovation. However, when you consider what’s at its heart, influencer marketing’s roots date back well over 1,000 years. The way successful professionals practice influencer marketing is undoubtedly innovative and thoroughly modern, yet for more than a millennia we’ve had the trust, expertise, and wisdom that meld together to allow one person to hold influence over another. There’s a reason influencer marketing has become one of the most powerful methods to build trust, create strong communications, and lasting professional relationships that it’s becoming more renowned for every day. That reason centers on fundamental human emotions and our innate desire to gain wisdom from people we trust — primal elements that apply equally to life and marketing that date from our earliest written history. Let’s take a look at ten influencer marketing lessons by great figures from each of the pa...