Things unknown

Knowledge is a great equalizer. It’s available to more people than ever before, in exchange for effort, and the person with insight has an extraordinary advantage over the one who doesn’t.

So, what don’t you know?

Which tools could help you do your work better…

What strategies have been proven to work in this situation…

What’s been tried that hasn’t worked…

Where is the line between the immutable laws governing this field and the variables that humans always create…

And, most of all, what do the people you serve truly need and want?

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Our Top 10 Search Marketing Posts of 2019

Colorful chalk pieces image.

Colorful chalk pieces image. Search marketing has matured in many ways throughout 2019. At each twist and turn along the journey, we've done our best to not only cover each change thoroughly, but to also offer insight and research-based strategy to help savvy digital marketers along the way. We’re fortunate to have a stellar group of digital marketing professionals contributing to the TopRank Marketing Blog, with our CEO Lee Odden, Associate Director of Search & Analytics Tiffani Allen, Vice President of Client Accounts Alexis Hall, Content Strategist Anne Leuman, and others, each contributing valuable and actionable search marketing insights, tips, and tactics this past year. To help our blog community grow its search marketing knowledge, we’re thrilled to offer this list of our most popular search marketing posts of 2019.

Our Most Popular Search Marketing Posts in 2019:

1. 5 SEO Mistakes Killing Your Content Performance and a Fix for Each — Tiffani Allen

Common SEO Mistakes Our talented Associate Director of Search & Analytics Tiffani Allen wrote our most popular search marketing post of 2019, taking an important look at five SEO mistakes killing your content performance, and offering up an actionable fix for each. Tiffani explored how to avoid and fix keywords based solely on volume, using too much targeting, and the perils of ignoring internal link structures. Check out all of Tiffani's posts here, and follow her on Twitter. [bctt tweet="“Following SEO best practices as a content marketer can reduce performance-related headaches and set you up for long-term success.” @Tiffani_Allen" username="toprank"]

2. The Relationship Between SEO and Social Media: It’s Complicated … and Complementary — Nick Nelson

pump up your b2b content campaign The second most popular search marketing post of the year is by our Senior Content Strategist Nick Nelson, who deftly explores the complicated yet complimentary relationship between SEO and social media, and shows how to maximize both in unison with your marketing efforts. Check out all of Nick's posts here, and follow him on Twitter. [bctt tweet="“In a sea of competing ephemeral content, you’ve really got to stand out to capture someone’s attention and compel a click.” @NickNelsonMN" username="toprank"]

3. What the Future of Google Search Means for B2B Marketers — Lane R. Ellis

Low angle shot of modern glass city buildings looking up image. In the number three spot on our top search marketing posts of 2019 list, I explored what the future of Google search mean for B2B marketers, looking at how touch-free Motion Sense gestural search and other changes will affect the course of B2B marketing in 2020 and beyond. Check out all of my posts here, and follow me on Twitter. [bctt tweet="“Innovations at Google will alter how people search, learn, and lead their professional and personal lives.” — Lane R. Ellis @lanerellis" username="toprank"]

4. How A Best Answer Content Strategy Drives B2B Marketing Results — Lee Odden

Best Answer Content B2B Marketing Our CEO Lee Odden wrote the fourth most popular search marketing post on our blog in 2019, exploring how a best-answer content strategy can drive impressive B2B marketing results, showing its value and offering up strong examples of what it takes to be the best answer. Lee shows that being the best answer is hard, but that it's the price for being in the winner’s circle of consistent top visibility. Check out all of Lee’s 2,600+ posts here, and follow him on Twitter. [bctt tweet="“If buyers don’t see consistent, credible and engaging 'best answer' content across channels from your brand, they’ll begin to trust competitors who are.” @LeeOdden" username="toprank"]

5. The Intersection of SEO & Influencer Marketing: What B2B Marketers Need to Know — Caitlin Burgess

The Intersection of SEO & Influence Our Senior Content Marketing Manager Caitlin Burgess earned the number five spot on our top search marketing posts of the year list, showing how B2B marketers benefit when SEO and influence collide, becoming a powerful keyword and topical research tool to  create best-answer content that audiences and search engines crave. Check out all of Caitlin’s posts here, and follow her on Twitter. [bctt tweet="“Integration is absolutely essential for driving digital and content marketing success in the crowded, competitive B2B landscape.” @CaitlinMBurgess" username="toprank"]

6. How B2B Marketers Can Win at Search with Best Answer Content — Nick Nelson

Winning Search with Best Answer Content Nick also penned the sixth most popular search marketing post of 2019, with a detailed look at how you can modernize search marketing to fit with a fully customer-centric strategy, with insight from our guide to identifying “best answer” opportunities. Nick shows how multiple disciplines — from technical SEO to creative content — can be leveraged to win the search marketing game. [bctt tweet="“When marketers make the effort to see every side of the questions their customers are asking, we can see the bigger picture and craft content to fully satisfy the extent of a searcher’s interest.” @NickNelsonMN" username="toprank"]

7. 6 Cannes Revelations About B2B Marketing in 2020 — Lane R. Ellis

City of Cannes Aerial view Image Another of my posts made the year's top 10 search marketing post lists, exploring a number of B2B search revelations from the 2019 Cannes Lions International Festival of Creativity, with six take-aways including diversity KPIs, real-time branding, micro-storytelling, and the rise of customer-driven search journeys. [bctt tweet="“Search taking place from smart speakers and other connected voice-assisted is poised to boom in the coming years, and podcasting is expanding to offer new ways to integrate brand messaging.”  @LaneREllis" username="toprank"]

8. 10 Smart Question Research Tools for B2B Marketers — Lane R. Ellis

10 Smart Question Research Tools for B2B Marketers, who, what, when, where colorful image. In our eighth most popular search marketing post of 2019, a share 10 smart question research tools and an array of savvy tactics to help B2B marketers uncover the questions your audience is asking, and provide best-answer solutions. [bctt tweet="“How can you be the best answer for your audience if you don’t understand what questions they’re asking or what problems they’re trying to solve?” — Lane R. Ellis @lanerellis" username="toprank"]

9. Hey Alexa: How Do I Bake Voice Search Into My B2B Marketing Strategy? — Nick Nelson

Voice Search & B2B Marketing Strategy With his third appearance on our search marketing top 10 list, Nick shows how B2B brands can ensure that their content strategy is aligned with the rise of voice search, and helps you find your B2B marketing voice. [bctt tweet="“B2B companies need to be less robotic, and more human. The rise of voice search is simply another trend feeding the urgency.” @NickNelsonMN" username="toprank"]

10. Optimize Your B2B Content Performance with an SEO Audit — Tiffani Allen

Key benefits of an SEO audit. Tiffani makes another appearance on our top 10 list of search marketing posts for the year, exploring how can you optimize your B2B content performance using a thoughtful and strategic SEO audit to help you understand your landscape by analyzing technical, on-page and off-page factors, and more. [bctt tweet="“A strategic and thoughtful SEO audit will result in a clear, prioritized and actionable plan to improve your search visibility in the ways it matters most to your business.” @Tiffani_Allen" username="toprank"] We can't thank Tiffani, Nick, Lee, and Caitlin enough for these top 10 search marketing posts of 2019 — congratulations on making the list!

Thanks TopRank Marketing Writers & Readers

We published dozens of posts this year specifically about search marketing, and plan to bring you even more in 2020, so stay tuned for a new year of the latest helpful search industry research and insight. Please let us know which search marketing topics and ideas you'd like to see us focus on for 2020 — we'd love to hear your suggestions. Feel free to leave those thoughts in the comments section below. Many thanks to each of you who read our blog regularly, and to all of you who comment on and share our posts on the TopRank Marketing social media channels at Twitter, LinkedIn, Facebook, Instagram, and YouTube.

The post Our Top 10 Search Marketing Posts of 2019 appeared first on Online Marketing Blog - TopRank®.

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The Coming Crisis Over Corporate Purpose

The World Economic Forum (“WEF”) is gearing up for its annual confab in the Swiss Alps by publishing a “Davos Manifesto” about company purpose. It smacks of dishonesty and desperation.

I caught the full-page ads in the Financial Times and New York Times which, interestingly, had different headlines: The FT called it “The Universal Purpose of a Company in the Fourth Industrial Revolution” while the NYT headline just read “A Company’s Purpose…”

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Lessons From Our Top 10 Influencer Marketing Posts of 2019

2019 Top 10 Influencer Marketing Holding Hands Image

2019 Top 10 Influencer Marketing Holding Hands Image 2019 saw the continued rise in influencer marketing's power and scope in both B2C and B2B industries. This continued the explosion of interest in the practice over the past two years, and with more practitioners than ever going all-in, influencer marketing has been a primary focus of what we have explored on our blog throughout the year. We're lucky to have some of the strongest B2B influencer marketing professionals contributing to the TopRank Marketing blog, including our CEO Lee Odden, Ashley Zeckman, Joshua Nite, Caitlin Burgess, Anne Leuman, Nick Nelson, Tiffani Allen, Debbie Friez, the author of this post, and Alexis Hall, among others. As an industry approaching $20 billion annually, influencer marketing is now far from a shiny new object to savvy marketers. The insight and expertise our team has acquired helping some of the top brands in the world including 3M, Adobe, SAP, LinkedIn, and Oracle plan, implement and measure influencer marketing programs has often made it here to our blog. To help our blog community grow their influencer marketing knowledge, we're delighted to offer this list of our most popular influencer marketing posts of 2019. Of course, collaborating with influencers is something we do daily for clients and ourselves, and influencer engagement has become even more central to our B2B content marketing solutions, alongside social media marketing, SEO, and online advertising. The influencer marketing posts that proved to be our most popular of 2019 based on web analytics and social media data are listed below. We hope that they will help you ask the right questions and provide truly best-answer solutions to some of the most important challenges we'll all be facing in 2020. We give a giant thank you to Lee Odden, Ashley Zeckman, Josh Nite, Anne Leuman, and Caitlin Burgess for their work in advocating influencer marketing best practices. In addition to the list below, we've published several popular influencer lists this year, and while we won't place them on this list, we wanted to share them here as they're a great way to find and follow some of the leading digital marketing influencers.

Our Most Popular Influencer Marketing Posts in 2019:

1. 7 Top B2B Influencer Marketing Trends for 2020 — Lee Odden

B2B influencer marketing trends 2020 Our CEO Lee wrote the most popular influencer marketing post of 2019 on our blog, exploring some of the most important and relevant trends to recognize for 2020. Highlighting trends including influence artificial intelligence (AI), democratized influence, brandividual media, more engaging content, integration with martech, the consumerization of B2B influence and more, Lee took a powerful look at many of the influencer marketing trends that are likely to rise in 2020. Check out all of Lee’s 2,600+ posts here, and follow him on Twitter. [bctt tweet="“Not staying on top of how the world of influencer marketing is evolving is simply leaving your customers open to the influence of your competition..” @LeeOdden" username="toprank"]

2. Inspiring Examples of B2B Influencer Marketing in Action — Lee Odden

B2B Influencer Marketing Examples Lee also wrote our second most popular influencer marketing post of the year, offering up 10 inspiring examples of B2B influencer marketing in action, showing how B2B influencer marketing can help increase credibility by promoting to buyers using people they trust. Lee looked at how more B2B brands are realizing that while different than B2C, working with influencers in a business to business context represents a significant opportunity to create more credible content. [bctt tweet="“Trends come and go, but the value of trusted sources of information to customers looking for solutions couldn’t be any more timeless..” @LeeOdden" username="toprank"]

3. 5 Key Trends in B2B Influencer Marketing Plus Critical Do’s and Don’ts — Lee Odden

B2B Influencer Marketing Trends Offering an exploration of critical do's and don'ts for B2B marketers, Lee also penned our third most popular influencer marketing article of the year, digging in to the world of micro and macro influencers, centralized influencer operations, always-on influencer engagement, a focus shift to both quality and quantity metrics, and the rise of influencer marketing software investment. Combined with five key trends to be aware of, this is an insightful look at the power of B2B influencer marketing when done right.

4. The Next Level of Influence: 30 Essential Influencer Marketing Statistics — Joshua Nite

30 Essential Influencer Marketing Statistics In the fourth most popular influencer marketing post of 2019, our Senior Content Marketing Manager Josh shared 30 statistics to help take your influencer marketing to the next level — what we call Influence 2.0. Josh's post is a great way to upgrade your influencer marketing and get ready for what comes next.  Check out all of Josh's posts here, and follow him on Twitter. [bctt tweet="While financial compensation can be part of your #influencermarketing strategy, it shouldn’t be the whole strategy. Money can’t buy genuine enthusiasm and emotional investment. @NiteWrites" username="toprank"]

5. Why Always-On Is Always Better for Driving B2B Influencer Marketing Success — Caitlin Burgess

Always On Influencer Marketing When it comes to B2B influencer marketing, always-on is always better, and in our fifth most popular influencer marketing post of the year, our Senior Content Marketing Manager Caitlin shares why strong relationships and always-on commitment to influencer marketing combine to help you refine, evolve, and scale your marketing efforts. Featuring seasoned influencer marketing leaders at B2B brands, Caitlin's post reveals how at its core, influencer marketing is all about brands engaging and developing relationships with individuals — individuals who have relevant topical expertise, reach, and resonance that aligns with the goals of the brand. Check out all of Caitlin’s posts here, and follow her on Twitter. [bctt tweet="Companies should approach influencers as partners, not just as people that they can use for their marketing efforts and launches. - @AmishaGandhi #B2BInfluencerMarketing" username="toprank"]

6. 5 Essential Questions to Guide Your B2B Influencer Marketing Strategy — Ashley Zeckman

Common Influencer Marketing Questions Man Image Our Senior Director of Digital Strategy Ashley Zeckman answered five common questions about influencer marketing in our sixth most popular post of the year, with answers and insight including: • What is B2B influencer marketing? • How effective is it? • How can I get leadership to buy in? • Short-term gain or long-term reward? • Who are the right influencers for your brand? Ashley explored how each influencer type holds a different value for your audience and your brand, and how finding your right influencer mix means the right tactics, the right topics and the right experts. Check out all of Ashley’s posts here, and follow her on Twitter. [bctt tweet="Influencer marketing activates internal and industry experts with engaged networks to co-create content of mutual value and achieve measurable business goals. - @leeodden" username="toprank"]

7. How Can B2B Brands Benefit from Collaborating with Influencers? Let’s Get the Scoop from the Experts — Caitlin Burgess

Top Benefits of Influencer Collaboration How can B2B brands benefit from collaborating with influencers? In this post Caitlin holds another spot on our top ten list for the year, sharing actionable insight from experts including Whitney Magnuson, Rani Mani, Lucy Zarlengo Moran, Martin Jones, Konstanze Alex, and others. [bctt tweet="Working with B2B influencers allows our brand to have a constant pulse check with purchase decision-makers. @konstanze @dell" username="toprank"]

8. Examples of B2B Influencer Marketing to Inspire You in 2019 — Lee Odden

B2B Influencer Marketing Examples 2019 Another top influencer marketing post of the years comes from Lee, sharing B2B influencer marketing inspiration with powerful examples of success from our clients at 3M, Dell, Oracle Dyn, Prophix, and SAP to help you visualize ways to make your influencer marketing efforts more impactful and meaningful. Lee's article makes it clear that an influencer content program can be a powerful force in your B2B marketing mix.

9. Sowing the Seeds of Success: 3 Elements of Strong B2B Influencer Relationships — Caitlin Burgess

What characteristics do the best influencer/brand relationships share? In another top post of the year, Caitlin shows how to sow the seeds of success using elements that form stronger B2B influencer relationships, including: • The Fit Factor • A Foundation of Trust • Commitment to Co-Creation • Greater Long-Term Interaction [bctt tweet="In order to be successful, the work has to be mutually beneficial to both parties. @lucymoran on #B2BInfluencerMarketing" username="toprank"]

10. Hitting Your Target: Why Account-Based Marketing and Influencers Are the Perfect Match — Nick Nelson

In the tenth most popular influencer marketing article of the year, our Senior Content Strategist Nick digs into the essentials of account based marketing (ABM) and its intersection with influencer marketing. Nick shows how ABM can bring a clearer focus to your B2B influencer marketing strategy and how it helps hit your influencer marketing targets and gain ideal customers. Check out all of Nick's posts here, and follow him on Twitter.

Thanks TopRank Marketing Writers & Readers

There you have it — a strong group of 10 of our top influencer marketing posts for 2019. We published dozens of posts this year specifically about influencer marketing, and we plan to bring you even more in 2020, so stay tuned. Please let us know which influencer marketing topics and ideas you'd like to see us focus on for 2020 — we'd love to hear your suggestions. If you'd like to get a handle on influencer marketing trends, be sure to also check out Ashley Zeckman's post. Many thanks to each of you who read our blog regularly, and to all of you who comment on and share our posts on the TopRank Marketing social media channels at Twitter, LinkedIn, Facebook, Instagram, and YouTube.

The post Lessons From Our Top 10 Influencer Marketing Posts of 2019 appeared first on Online Marketing Blog - TopRank®.

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