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Content encompasses nearly everything we read, view, or listen to this pandemic year, and as our CEO Lee Odden said long ago, it's also part of the reason the need for search began in the first place. We're especially proud of the content marketing successes our team at TopRank Marketing have achieved during this topsy-turvy 2020, for a wide-range of major B2B clients. As 2021 draws close, we wanted to share our top content marketing articles of the year — each filled with best practices, research, examples, and the latest trends. We're fortunate to have a wealth of talented B2B marketing professionals contributing to the TopRank B2B Marketing blog — which celebrates its 17th year this month — including Lee Odden, Joshua Nite, Elizabeth Williams, Anne Leuman, Nick Nelson, Debbie Friez, Birdie Zepeda, myself, and Alexis Hall, among others. Collectively this compendium of our top 10 content marketing posts of the year serves as a valuable resource, filled with practical e...

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In this final 13th episode of Inside Influence where I talk with B2B marketing insiders about what's working and what's not in the world of influencer marketing, our perspective has shifted from B2B brands to the influencers themselves. At TopRank Marketing, we conducted the first in-depth research into B2B influencer marketing which inspired this series and Onalytica recently conducted the first research study of B2B influencers to better understand influencer marketing from their perspective. Any B2B marketer that wants a complete picture for success with B2B influencer marketing going into 2021 and beyond will benefit greatly from both reports: The Current State & Future of B2B Influencer Marketing - Onalytica 2020 State of B2B Influencer Marketing Research Repor t - TopRank Marketing To drill down into the insights around the Onalytica report, I talked with Tim Williams, CEO. We covered: About Onalytica as a B2B influencer marketing platform Tim's role as ...

2020 has been a uniquely challenging year for marketers the world over, yet the difficulties have served to bring us together in new ways, and as we enter the holiday season all of us at TopRank Marketing bring you special wishes for health and happiness. For all of us this has been one of the most challenging years in history, and as each of us works hard to meet the hurdles that 2020 has thrown in our path, we can take pride in what we’ve accomplished despite the difficulties that none of us could have envisioned a year ago. The trust our new and long-time clients have continued to place in us has allowed us to reach record levels of client retention, and for this we are very thankful. Our team has pulled together and we’ve added major new B2B technology industry, global telecommunications and IT firms as clients. We’ve also continued to expand and grow partnerships with existing clients such as LinkedIn, SAP, monday.com and many more. This unique year has reminded all of us just h...

B2B Businesses More Likely To Keep Third-Party Ad-Tracking Secrets From Customers 72 percent of B2B firms say they acknowledge ad tracking and don't inform customers, compared to some 58 percent of their B2C counterparts, according to recently-released survey data. The report also noted that B2B firms were twice as likely to rate third-party ad platforms as having done a good job of explaining how data is being used. MediaPost LinkedIn Adds New 'Products' Tab on Company Pages to Highlight Specific Products LinkedIn (client) has launched new product highlighting features to company pages on the platform, in the form of a products tab, allowing digital marketers to augment products with testimonials and customer endorsements, along with noting an additional forthcoming services marketplace feature, the Microsoft-owned firm recently announced. Social Media Today IAB 2021: Media Buyers Focus On Performance, View Data Privacy, Ad Tracking As Top Challenges Ad buyers have ...

Search marketing has matured in many ways throughout this pandemic year of 2020. At each shift and change along the journey, we've done our best to not only cover each twist and turn thoroughly, but to also offer insight and research-based strategy to help savvy B2B marketers meet the challenges this year has placed in front of us. We're lucky to have a wealth of talented B2B marketing professionals contributing to the TopRank Marketing blog — which will celebrate its 18th year in 2021 — including our CEO Lee Odden, Joshua Nite, Elizabeth Williams, Anne Leuman, Nick Nelson, Debbie Friez, Birdie Zepeda, the author of this post, and Alexis Hall, among others. To help our blog community grow its search marketing knowledge, we’re thrilled to offer this list of our most popular search marketing and search engine optimization (SEO) posts of 2020. Our Most Popular Search Marketing Posts in 2020: 1. 5 Unheralded SEO Tools for Content Marketers — Lane R. Ellis In our most popular...

Even in the steadiest of times, content marketing can be a difficult field to project forward. The craft is fluid and fast-changing by nature. When customer preferences and behaviors are evolving, which is always, so too must the ways we reach and engage them. Needless to say, predicting what lies ahead for content marketing is especially tough right now, as we wrap up a chaotic year of 2020 and stare into the uncertainty of 2021. That doesn’t mean we won’t try! As organizations lay out plans and strategies for the coming year, it’s vital to get a bead on trends and threadlines that will shape the terrain. Where should content marketers and strategists be setting their sights? Which challenges and opportunities stand out? What will be the keys to success? Content Marketing in 2021: What Top B2B Marketing Influencers Foresee To help you gain some well-rounded insight, we reached out to several leading B2B content marketing experts and influencers with a firm grasp on the discipline a...