Tap Blogging

It sure is a good thing that the internet turns off at 10:00 PM every night, and doesn’t flip back on until 8:00 in the morning. And thankfully, business buyers completely tune out after they finish work, which is always at 5 o’clock sharp in this world of reliable and universally consistent routine. Marketers and brands would really have their hands full if these things weren’t true. Wait, what’s that? None of them are remotely true? Welcome to the World of Always-On There is no off-switch. The internet is open for business 24 hours a day. Buyers and decision makers are engaging with content in unpredictable patterns, thrown further askew by the pandemic-driven disruption of workday archetypes. An increasingly lengthy and complex buyer’s journey challenges B2B marketing strategies to be more versatile, agile, and perpetually present than ever before. [bctt tweet="“There is no off-switch. The internet is open for business 24 hours a day. Buyers and decision makers are engaging ...

Today marks the 4th installment in the Inside Influencer series. I want to thank everyone who has viewed the interviews, made comments and shared with their networks. This week we're continuing our search to find out what's working and what's not within the world of B2B influencer marketing as well as further insights from the 2020 State of B2B Influencer Marketing Report . Episode 4 of Inside Influence features guest insider, Janine Wegner, Global Thought Leadership Program and Activation Manager at Dell Technologies who our agency TopRank Marketing has the pleasure of working with on influencer content marketing programs like The Zettabyte World - Securing our Data-Rich Future . Janine and I were able to dig into a topic that I think represents a huge opportunity for influencer integration: the intersection of thought leadership. Our conversation covered many of the most important topics in B2B influencer marketing including:  What it takes to be an influencer marke...

B2B marketers are struggling to produce enough content amid the pandemic 35 percent of B2B marketers have trouble producing the content needed to reach and engage audiences, while 68 percent are confident with their approach to content marketing, and only some 8 percent said they were able to attribute return on investment (ROI) to their content plan, according to recently-released survey data. The Drum Google Launches Updated Google Analytics, Including Improved Reporting and Data Tracking Options Google has given a significant overhaul to its popular Google Analytics website traffic analysis platform, adding a smarter artificial intelligence (AI)-infused approach including new insights such as churn probability and a variety of additional new predictive metrics, the search giant recently announced. Social Media Today WordPress can now turn blog posts into tweetstorms automatically WordPress has rolled out a new feature that allows entire posts created in the content management...

The Gartner Hype Cycle for Artificial Intelligence, 2020 - Chatbots are projected to see over a 100% increase in their adoption rates in the next two to five years and are the leading AI use cases in enterprises today. Forbes Bing is now Microsoft Bing as the search engine gets a rebrand - Microsoft doesn’t go into detail about why it added the company’s name to the Bing brand, other than it reflecting “the continued integration of our search experiences across the Microsoft family. The Verge 68% of B2B buyers say the length of their purchase cycles has increased over last year - The COVID-19 pandemic has led many B2B firms to lengthen their purchase cycles and to expect more personalized attention from vendors, according to recent research from Demand Gen Report. MarketingProfs How B2B Demand Generation Has Adapted . Despite the impact of COVID-19, budgets for demand generation are holding up more than B2B marketing as a whole. Fewer than 1 in 5 (18%) B2B marketers say that th...

The all-virtual Content Marketing World 2020 is upon us. As the largest content marketing conference in the world, CMWorld brings together a stellar array of talented professionals who are loaded with curiosity for future trends, marketing knowledge, and aspirations for new successes in the post-pandemic world. For the past 12 years leading marketers from all over the world have gathered in Cleveland, Ohio for one of the world's strongest content marketing events, and for this unusual year Content Marketing World is entirely virtual. Readers of our blog know we have a long history with the conference starting at the beginning, with 10 years of speaking and attending along with seven years of partnering with the Content Marketing Institute to develop speaker and influencer content marketing campaigns. A TopRank Marketing tradition that has been imitated in recent years but never truly duplicated is our annual list of content marketing experts ranked according to their social infl...