Published on January 3, 2013
52 Tips on Content & Community From the Top New Media Experts TopRankMarke+ng.com
The Rat Pack is Back “I think my greatest ambi1on in life is to pass on to others The New Media Rat Pack Takes on NMX Las Vegas what I know.” -‐Frank Sinatra In the 1960’s, the Rat Pack ran Vegas. Fans poured into the city of lights from all over the country, to hear the likes of Frank Sinatra, Dean Mar+n, Sammy Davis, Jr., Joey Bishop, and Peter Lawford perform. Seeing the Rat Pack live was an experience. People would even sleep in their cars or hotel lobby’s just for the opportunity to see the legendary group perform. Not unlike the Rat Pack of the 1960’s, the New Media Rat Pack presented by TopRank and NMX is an experience. On January 5-‐8, 2013, aVendees will gather from all over the country to gain insight from some of the top performers in new media. NMX 2013 promises to be a truly memorable experience for all in aVendance. This Visual eBook serves as a preview to what is to be the best BlogWorld show you’ve ever seen. It is ﬁlled with +ps, tac+cs and advice from 52 NMX Live speakers, on topics ranging from branding to podcas+ng. Remember: What happens in Vegas doesn’t stay in Vegas; it ends up on the social web! NMX & TopRank Online Marke+ng Image via ShuVerstock TopRankMarke+ng.com
NMX Speakers & Topics Branding Mobile Linda Sherman Dorie Clark Marcy Massura Dan Keldsen Brian Wong Michael Brito Content MarkeGng Blogging Ann Handley Lee Odden Guy Kawasaki David Risley Bill Belew David Gass John Meyer Spud Hilton Chris Ducker Gary Arndt Dre Areda Jeremiah Giehl Sam Fiorella Patrice Yursik BriV Michaellian Video Social Media Kai Soremekun Angelique Toschi Dave Taylor Jay Baer ScoV Abel Jus+n Levy Al Thompson Annunziata Gianzero Lin Humphrey Aaron Hockley Mitch Joel Stephanie Sammons Chris+ne Crandell PodcasGng MaV Ridings Mark Miller Amy Vernon Jamie Tardy Farnoosh Brock Jenn Swanson Robert Scoble Jason Cabassi Jason Van Orden Pat Flynn Rob Walch Lou Mongello New Media Law John Corcoran Brian Wassom Art Neill Websites Andy Hayes Mitch Canter Peter VanRysdam Image via ShuVerstock TopRankMarke+ng.com
Branding Brand PercepGon Is Invaluable “The eﬀect of The Rat Pack had a percieved value based on the quality of their shows as well as the promo+ons that went along with them. In an age of hyperconnected customer par+cipa+on consumers, branding is even more important. Your company has the opportunity to become more recognizable, popular, and loved among fans and with social media on customers. Brands have a value all of their own. While products and services may come brands is undeniable.” and go, a brand will typically outlive these changes. Branding your company online is an essen+al element for building a business in today’s world. Socially connected companies can not only par+cipate in the conversa+on around their brand, but help drive it. Researchers at IDG Group recently found that just about every consumer now uses social media and that brand percep+on is a massive sales driver. • 95% of consumers now use at least one social network • 44% more likely to purchase based on posi+ve brand exposure • 44% of consumers more likely to recommend the brand to a friend The +ps you’ll ﬁnd in this sec+on can help you achieve the same posi+ve outcomes for your business. Use this guide to help deﬁne your brand voice and story; discover new strategies for building your brand across search, social and even oﬄine. Image via ShuVerstock TopRankMarke+ng.com
Branding Dorie Clark Linda Sherman Forbes & Harvard Courage Group Business Review @lindasherman @dorieclark LindaSherman.net DorieClark.com The Digital Divide – Why Brands Don’t Get It Build A Personal Brand That Beneﬁts Your Company You don’t need to be in the marke+ng department to make Social Business relevant If you want to build a loyal community to your career. An engineer can contribute around your blog, get clear about why and support ideas cross-‐department within companies may be nervous you’ll build the company and build a following as an up your brand on their dime, then leave. expert in his ﬁeld externally. Allay their fears by showing how your brand beneﬁts their ROI. Best example: your content brings in new inquiries or customers. TopRankMarke+ng.com
Branding Marcy Massura Michael Brito Weber Shandwick Edelman @marcymassura @britopian MarcyMassura.com britopian.com These Brands Get It – These Brands Don’t The New Inﬂuencers: Brand Advocacy Inside & Out The best brands, the ones who are really ‘owning’ the social space right now, are Brands must do more than just "empower" BRAVE. They take risks and experiment; in their brand advocates. They must "enable" general, they are bold in their approach. them by crea+ng speciﬁc programs that Cuong through the noise is not for the +mid. encompass content, measurement, longevity If you want to be a winning social brand, you of the program, and more importantly, have to take a deep breath and jump in. The understand how their content can feed into bigger the splash, the braver you are. the overall marke+ng strategy. TopRankMarke+ng.com
Blogging Frequency In Blogging Is Key To Success Visitors ﬁnd comfort when they visit the same Las Vegas hotel, restaurant, or casino “Marketers must mul+ple +mes and have a pleasant and consistent experience. Similarly, to create a posi+ve experience with our blog we must take an op+mized approach by determining take an op+mized who our readers are and what they’re looking for when they visit. approach to A recent industry survey from Hubspot shows that 92% of companies who blog several +mes per day have acquired a customer from their blog. blogging.” However, further ﬁndings published on jequllas.com uncovered that: • Over 65% of business blogs haven’t been updated in a year or more • 81% of businesses agree having a blog is useful or cri+cal to their business • But less than 35% blog more frequently than once per month. While it’s understood that blogging can beneﬁt a business as well as drive leads, it can be diﬃcult to +e these results back to business objec+ves. This disconnect may make it diﬃcult to jus+fy the +me and investment required to build and scale a successful business blog. In this sec+on, you will learn how to iden+fy the people with whom it is most advantageous for your company to connect. You will discover research and planning tac+cs to assist you in recognizing your compe++ve advantage. Finally, you will learn about op+mizing a blogging strategy that’s built to scale with both your business Image via ShuVerstock objec+ves and audience needs in mind. TopRankMarke+ng.com
Blogging David Risley Bill Belew Blog Marke+ng Academy BillBelew.com @davidrisley @thetraﬃcprof BlogMarke+ngAcademy.com BillBelew.com Blog MoneGzaGon Overview: What Are 4 Concrete Steps to Get 1,000,000 Your OpGons To Make Money With A Blog? Relevant Unique Visitors to Your Blog If you want to make money with your blog, Know the benchmarks -‐ how many posts, never forget your job is to create a desirable which SEO parameters are key, how osen outcome in the lives of your readers. That you should post and how long it will take outcome needs to be something theyll pay to reach your traﬃc goals -‐ and you will be for and ﬁnd valuable. able to pace yourself accordingly. Remember, businesses sell things; as a Add to that the right personality and you, blogger, youre not exempt from these basic too, can see 1,000,000 real and relevant rules. visitors to your blog. TopRankMarke+ng.com
Blogging David Gass @davidgass Did You Know? BuyingandSellingWebsites.com The average budget spent on company blogs and social media increased from 9% in How Much Can I Sell My Blog For? 2009, to 21% in 2012. Blogs can become more than just a revenue stream or a HubSpot Blogging Study 2012 vehicle for writers to share their insight. As you build a blog, think with the end in mind. Do you have an exit plan for the blog? Do you plan on contribu+ng to the website forever? Or would you like to build an audience that could be of great value to another business in the future? The poten+al to sell a blog is more than a dream, it is reality. My +p for all bloggers: Treat the blog as a business, not just a website. With that in mind, you will build an asset that has value and could poten+ally be sold one day. TopRankMarke+ng.com
Blogging Gary Arndt Dre Armeda Everything Everywhere Sucuri Security @everywheretrip @dremeda Everything-‐Everywhere.com Sucuri.net The Digital Divide – Why Brands Don’t How Anyone Can Hack Your Wordpress Get It Site In Less Than 5 Minutes and What You Can Do To Prevent It What separates you from the big media companies is your personality. Dont try to When it comes to blog security, the two compete with them at their own game. biggest factors leading to being hacked or Express yourself, make your opinions infected are outdated sosware and poor known and be personable. passwords. If you want to keep your site up and clean, and your readers safe, be sure to use strong passwords and keep your website sosware up-‐to-‐date! TopRankMarke+ng.com
Blogging Jeramiah Giehl Patrice Yursik para-‐Dox parABLEs Afrobella @justparaDOX @afrobella ParadoxParables.org Afrobella.com Three Very Unique Ways To Build A How To Actually Grow A BIG Brand & Massive Community Community With Just A Simple Blog Focus on being the best you that you can Follow your passion and create an online be. Be transparent and make your work a plavorm that’s genuinely reﬂec+ve of journey; a process people can go on with yourself, your interests and your beliefs. you. That will ensure you never lose that passion for your subject maVer, and that your readers will respond to you in a similar fashion. Staying true to yourself always pays oﬀ in the long run. TopRankMarke+ng.com
Blogging Bri` Michaellian Work Smart Lifestyle @mamabriV Did You Know? WorkSmartLifestyle.com Plavorms used by the top 100 blogs: 49% -‐ Wordpress How To Build Your Blog Community: Three Top Bloggers Share Their Secrets 14% -‐ Custom If you want to build a loyal community 7% -‐ Movable Type around your blog, get clear about who you are, what makes your voice unique 6% -‐ Drupal and what your core message and values are. Once you understand this, you can 4% -‐ BlogSmith develop an editorial calendar that naturally aVracts the type of person who TechCrunch.com is looking for your message. TopRankMarke+ng.com
Social Media PosiGve Social Exposure = Consumer SaGsfacGon “Social media is The Rat Pack was originally thought to be nothing more than a lounge pop culture fad of the 1960’s. Comparably, sites like Facebook and TwiVer were helping brands build ini+ally perceived as liVle more than fads or +mewasters for teens. Today, many companies s+ll struggle to aVribute sales to social ac+vi+es, yet the trust, loyalty, and inﬂuence of social ac+vity on consumers is undeniable. brand recogni+on.” A survey of tech buyers by IDG found that a whopping 95% of companies use at least one social media site and that exposure to a product on that site had a posi+ve eﬀect on their likelihood to purchase by 44%. Social exposure also posi+vely aﬀects a consumer’s overall sa+sfac+on with a company, willingness to recommend the company to others, and brand loyalty. Social media is helping brands build trust, loyalty and brand recogni+on, among other measurable beneﬁts. A recent study from Nielson ﬁnds: • 92% of global consumers say they trust earned media above all other forms of adver+sing. • 58% of trust messages on company websites. • 50% ﬁnd content in emails they consented to receive to be credible. In this sec+on, you will ﬁnd +ps and best prac+ces to help you successfully navigate the social media marke+ng landscape and more eﬀec+vely convey your brand’s story to your prospects and customers. Image via ShuVerstock TopRankMarke+ng.com
Social Media Jay Baer Sco` Abel Convince & Convert The Content Wrangler @jaybaer @scoVabel ConvinceandConvert.com TheContentWrangler.com YouGlity: Why Smart Companies Focus Finding Time To Make Social Work For on Helping, Not Selling You Change your marke+ng objec+ve from Cant ﬁnd +me to innovate? Nonsense. selling to helping. If you sell something, Your daily rou+ne is riddled with you make a customer today. If you help ineﬃciencies. Where to start? Priori+ze someone, you may create a customer for your day. Allocate speciﬁc +me for each life. Try to make your marke+ng so useful task. Automate everything possible. Start people would theore+cally pay for it. If with your email inbox; harness the power you make your marke+ng astoundingly of rules to route messages to folders. useful, your customers will do your Unsubscribe from non-‐essen+al bulk mail promo+onal work for you. lists. TopRankMarke+ng.com
Social Media JusGn Levy Citrix @jus+nlevy jus+nrlevy.com It’s A Mobile And Social World – How To Succeed In It Just because a company has an ac+ve social media presence, it does not make them a "social business". To evolve from having a branded TwiVer account and Facebook page into becoming a social business, companies must engage all members of their ecosystem (employees, customers and partners) while developing integrated strategies that +e to business objec+ves. Companies moving into this next phase will need to ini+ally focus on designing ﬂexible frameworks, social governance and opera+onal processes that are the founda+onal building blocks social strategies can be built on. TopRankMarke+ng.com
Social Media Lin Humphrey Aaron Hockley PhD Student Hockley Photography @linhumphrey @ahockley About.me/linhumphrey SplatPhoto.com The Connected Consumer You’re A Be`er Photographer Than You Realize: Photography Tips For New Media Companies that understand the connected consumer will appeal to their As you make photos for use in social sense of self and aim for authen+c word media, consider the size/orienta+on. of mouth from these inﬂuen+al Avatars and proﬁle photos are osen customers. Connected consumers signal square, so keep that in mind when making their innova+on as part of their iden+ty to the image. If youre crea+ng a photo for their network through their consump+on your blog, consider whether square, and buying choices-‐-‐smart marketers will landscape (horizontal) or portrait (ver+cal) make the mechanism to share as simple orienta+on will look best with your sites and compelling as possible. theme. TopRankMarke+ng.com
Social Media Mitch Joel Twist Image @mitchjoel TwistImage.com/blog How To Find, Grow, Connect And Inﬂuence Your Network Now that everyone is on social networks, sharing and conversing, how do you adapt your business to capitalize on just how much our world has changed and get the edge on where all of this is taking us? I think weve moved past disrup+on into uncharted territory. This is a +me of great upheaval in business. The challenge is that most businesses dont know how to adapt; most of the people who are working for these companies dont know how to change. Technology hasnt just transformed how we buy or sell our wares to consumers, or how we connect socially. Technology has sent business through a rapid state of gene+c muta+on and were s+ll in the middle of this evolu+on. I call this moment in +me purgatory. Were not in hell... but this certainly isnt heaven either. CTRL+ALT+DEL will both clear the brush and act as a roadmap through this purgatory. TopRankMarke+ng.com
Social Media Stephanie Sammons ChrisGne Crandell Wired Advisor, LLC New Business Strategies @stephsammons @chriscrandell StephanieSammons.com Chris+neCrandell.com 7 Powerful LinkedIn MarkeGng Strategies It’s A Mobile And Social World – How To for Building Your Business Succeed In It Dont overlook LinkedIn as a rich social B2B and B2C buyers are in charge. Before media channel for cul+va+ng you start to engage with prospects, do rela+onships, driving traﬃc to your blog, deep research to understand their buyers’ and developing new leads for your journey. Use primary interviews, focus business. No maVer what kind of business groups, and round tables to deﬁne their you are in, geong involved in a life+me experience. Then align your professional network of over 187 Million company’s processes directly to this ac+ve and engaged members can help journey. You should see a 40-‐70% you get to the next level. increase in revenue. TopRankMarke+ng.com
Social Media Ma` Ridings SideraWorks @techguerilla SideraWorks.com/blog The New Inﬂuencers: Brand Advocacy Inside & Out One of the most valuable, but woefully ignored, assets for advocacy is siong right under your nose: your employees. They can be the key to building an incredibly eﬀec+ve and proﬁtable advocacy network, one that is proven to move the sales needle and drive brand aﬃnity. Building advocates from the inside out is not as much a marke+ng exercise as it is an exercise in organiza+onal improvement. Sure, there are risks to be managed, guidance to be issued, and structured incen+ves to put into place. However, with the right approach, these can be easily mi+gated and the impact is far greater and longer las+ng than with simple external advocacy programs alone. If your employees arent passionate about your organiza+on, how can you expect your customers to be? TopRankMarke+ng.com
Social Media Mark Miller Amy Vernon Nothing But Sharepoint Internet Media Labs @eusp @amyvernon NothingButSharepoint.com Amyvernon.net It’s A Mobile And Social World – How To How To Build Your Blog Community: Succeed In It Three Top Bloggers Share Their Secrets Social media is not a plavorm, it is a My biggest +p? Dont be stupid. In other concept. You can use that concept to words, assume that everything you say extend your community and build digitally can and will be public at some rela+onships. point. It doesnt maVer if its in a private email, a TwiVer DM, a private Facebook group. If its going to embarrass you, dont digitally write it down. TopRankMarke+ng.com
Social Media Robert Scoble Rackspace @scobleizer Scobleizer.com What’s Next With Social, Mobile And The Cloud? We are heading into an age of context where systems can predict your next move. The New England Patriots are already using these technologies to try to predict when youll buy your next beer while siong in the stadium. These predic+ve systems are built on ﬁve exponen+ally growing technologies: wearable computers, sensors, big databases, social behavior, and loca+on data. As you Tweet, move around, check in, take photos or do other things this contextual web learns more about you, your behavior, and tries to ﬁgure out what you might do next and how it might help you do that. A great example that shipped in 2012 is Google Now but more are coming. Well discuss the impacts that these predic+ve technologies will have on all of us. TopRankMarke+ng.com
New Media Law Even a Small Legal Blunder Can End Up In the Headlines “Are you staying on The original Ocean’s 11 ﬁnds the Rat Pack smack dab in the middle of a Vegas the right side of the heist. While that example may be extreme, it is important that in your online marke+ng ac+vi+es -‐ when your business involves pos+ng content, oﬀering law?” commentary on current events, commissioning studies -‐ that you stay on the right side of the law. Media law may not seem a pressing concern in everyday business in the typical organiza+on. Yet every so osen, a legal blunder in the online space makes headlines. Staying on top of new media laws can help you: • Protect your company from li+ga+on. • Prevent missteps outside the law in regards to labor and employment, intellectual property rights, securi+es and consumer privacy. New media law is indeed navigable and that the risks inherent to doing business in the current online environment are manageable. All ac+vi+es in business pose risks, yet the payoﬀs are poten+ally huge. In this sec+on, legal experts will share their advice on new media law and the intersec+on with social media, copyright, contracts, collabora+ons and more as aVendees aVempt to navigate seemingly murky legal waters in the age of new media. Image via ShuVerstock TopRankMarke+ng.com
New Media Law John Corcoran Brian Wassom The Smart Business Revolu+on Honigman Miller blog Schwartz and Cohn, LLP @johncorcoran @bdwassom SmartBusinessRevolu+on.com wassom.com Social Media and the Law: Emerging Social Media and the Law: Emerging Legal Legal Issues and ObligaGons Issues and ObligaGons As the social media landscape con+nues Personal iden++es have value. Don’t use a to evolve, legal issues will develop and person’s name or photo to promote your companies ac+vely engaged in leveraging business if you’re not sure you have the social media will need to stay on their rights to use it. toes. Always remember to disclose aﬃliate rela+onships, avoid using other companies trademarks or copyrights, and respect employees separate personal social media accounts. TopRankMarke+ng.com
New Media Law Art Neill New Media Rights @newmediarights newmediarights.org Legal Ease – What You Should Know to Stay on the Right Side of the Law Having a working knowledge of copyright when sharing video on the Internet is important. The chance youll actually be sued for an isolated infringing video on the internet is low, but geong your video taken down can have all kinds of other consequences. You could get an account strike. Account strikes may prevent you from becoming a YouTube partner, for instance. Two or three strikes can get an account completely banned, erasing the +me and money youve spent, and the goodwill created by your channel. Knowing your rights can keep you crea+ng rather wrapped up in legal disputes. TopRankMarke+ng.com
Mobile Mobile: AnyGme Anywhere Access For Consumers “How can your Sammy Davis, Jr., would have marveled at the technology available today. Marketers of his era certainly didn’t need to worry about digital downloads, business get ahead of smartphones or tablet shopping. Fast forward to the realm of our New Media Rat Pack: according to a study by mobile manufacturer Ericsson by the year consumers who are 2020 there will be over 50 billion connected devices. already constantly on Mobile phones have become smarter and consumers hungrier for informa+on to help them make beVer buying decisions. Recent ﬁndings from Smart Media the go?” Tips include: • The average response +me to an email is 90 minutes. The average response +me to a text message is 90 seconds. • 61% of people said that if they tried to access a website that wasn’t op+mized for mobile they would visit the website of a compe+tor. • 1 out of every 8 smartphone users will search for beVer pricing on a product or service while at the store. Mobile use is growing. People access the web from retail stores, from work, while in transit, and almost anywhere imaginable. How can your business get ahead of consumers who are already constantly on the go? In this chapter, you will learn how to op+mize content for mobile consump+on. Learn how to cater to the connected consumer in 2013 and Image via ShuVerstock beyond with these +ps and guidelines. TopRankMarke+ng.com
Mobile Dan Keldsen Brian Wong Informa+on Architect Kiip @dankeldsen @brian_wong Informa+onArchitected.com kiip.com The Art of Mobile Business The Art of Mobile Business If youre looking to engage employees, The in+macy of the mobile device can customers, partners, suppliers, or anyone help you build closer rela+onships with else, keep in mind that its a two-‐way street. consumers by crea+ng a connec+on that If you want to GET engagement, you need to is less interrup+ve and more personal GIVE engagement, and keep your than ever before. engagement loops constantly running. Without a plan to feed engagement, be prepared for your engagement eﬀorts to starve and wither away. Heres a hint: mobile may be the key. TopRankMarke+ng.com
Content Marketing Win Big With Killer Content MarkeGng “92% of U.S. adults Just like a gourmet meal in Las Vegas, your content marke+ng plan is made up of many ingredients. Marketers are using content in all the read content online, ways you might expect: spending more than • • Blogs Social Channels seven hours per week • Press Releases • Email Marke+ng looking for content.” However, content marke+ng also extends to mobile apps, events, gamiﬁca+on and elsewhere. Ninety-‐two percent of U.S. adults read content online, spending more than seven hours per week looking for content (this is higher among the younger age groups). Further, Americans read three to four ar+cles per session and watch two to three videos per session, on average, though they note this number is higher among males for both ar+cles and videos. In this chapter, you will learn how to hone in on the content you should be crea+ng. You will discover content planning strategies to help you directly +e content marke+ng eﬀorts with business objec+ves and consistently create interes+ng, meaningful content for your audience. Image via ShuVerstock TopRankMarke+ng.com
Content Marketing Ann Handley Lee Odden Marke+ngProfs TopRank Online Marke+ng @marke+ngprofs @leeodden Marke+ngProfs.com TopRankMarke+ng.com The Scoop On Content MarkeGng: From Myth-‐BusGng Social, SEO & Content IdeaGon to Inﬂuence 90% of B2B marketers include content Give your content wings and roots. Focus marke+ng in their mix and while content not on just crea+ng content. Instead, investment is on the rise, numerous "myths" focus on crea+ng content thats worth distract marketers from achieving success. sharing. For example, the idea that content marke+ng The best content marketers involve their is simply adding more content can result in a customers at a fundamental level, by tremendous waste of resources. Quality, not puong their customers at the heart of quan+ty rules the day to beVer aVract, their larger story, and allowing them to engage and convert new customers. That share it, all across the social web. said, a quan+ty of quality works just ﬁne. TopRankMarke+ng.com
Content Marketing Guy Kawasaki Alltop.com Did You Know? @guykawasaki Top B2B Content Marke+ng apethebook.com Tac+cs: 87% -‐ Social Media BusinessNext Keynote 83% -‐ Ar+cles Wri+ng is an art form, and a book is an end in itself‹don¹t write a book solely because it is a 78% -‐ eNewsleVers means to an end. The good reasons to write a book are the desire to enrich people¹s lives, to further a 77% -‐ Blogs cause, to achieve an intellectual milestone, and to get something oﬀ your chest. The bad reasons are 71% -‐ Case Studies to make a lot of money or to increase your ContentMarke+ngIns+tute.com consul+ng or speaking business. TopRankMarke+ng.com
Content Marketing John Meyer Spud Hilton Lemon.ly S.F. Chronicle @johntmeyer @spudhilton Lemon.ly SFgate.com/ badla+tude An Infographic is Worth a Thousand Road Map to Storytelling: WriGng That Words (and Clicks) Turns Visitors Into Loyal Readers 83% of all learning is visual. We live in a Wri+ng without a point is just typing. data driven world that is proliferated with Finding the angle or premise of a story can marke+ng messages and new content. be as easy as asking: 1) Why do I want to Learn to tell a story through visuals to cut tell this story? 2) Who are the readers? 3) through the cluVer, but never lose site of What message or point do I want readers your narra+ve. to take away from this story? TopRankMarke+ng.com
Content Marketing Did You Know? Chris Ducker ChrisDucker.com Top goals for content @chriscducker marke+ng: ChrisDucker.com 51% -‐ Lead Genera+on 45 Things New Media Content Creators Can 38% -‐ Brand Awareness Outsource to Virtual Assistants to Help Grow Their Business 34% -‐ Though Leadership As content creators, working smart instead of hard is 77% -‐ Sales something we should be engrossed with. Working with virtual staﬀ allows us to concentrate on 71% -‐ Customer Aquisi+on CREATING the content, so our virtual assistants can BtoB Research Insights 2012 then focus on the marke+ng side of things. This equates to more +me spent crea+ng content that truly focuses on solving problems and shaping lives, rather than just producing marke+ng ﬂuﬀ. TopRankMarke+ng.com
Content Marketing Sam Fiorella Sensei Marke+ng @samﬁorella SenseiWisdom.com A Look Into The Future Of Inﬂuence MarkeGng Inﬂuence Marke+ng Tip: Change your data points and focus. Word of Mouth (WOM) was once an eﬀec+ve ampliﬁer of brand messages and inﬂuence over a target audience. However, it has been disrupted by the overload of data and opinion in social media channels, that are readily shared and eagerly consumed across a dizzying array of devices. Social inﬂuence scoring plavorms have aVempted to sort out who is truly inﬂuen+al, yet the lack of context and limited data sources u+lized have resulted in crea+ve campaigns dictated by plavorm and the inﬂuencer, not the decision maker. To be eﬀec+ve, marketers must move past these plavorms and reorient their focus on the consumer, their decision-‐making process and where they are in the purchase lifecycle. These new data points will create a new inﬂuence marke+ng universe, where campaigns revolve around the customer, not the inﬂuence plavorm. Inﬂuence marke+ng can be held accountable to transac+ons, not just ampliﬁca+on. TopRankMarke+ng.com
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