Lee Odden is the CEO of TopRank Online Marketing, a digital marketing agency that consults Fortune 100 B2B and B2C companies. He's also one of the world's foremost experts on SEO and content marketing, having authored "Optimize: How to Attract and Engage More Customers by Integrating SEO, Social Media and Content Marketing." In this episode of the Marketing Cloudcast, Lee explains how much SEO has changed since the '90s — and why it's still separate from content marketing. He talks about why influencer marketing can boost your company's SEO and content efforts and how to get started. Have questions about what review sites like Yelp and TripAdvisor mean for your brand online? Lee covers that, too, with actionable advice for companies of all sizes.
Author of "Writing Copy For Dummies," Principal of Kranz Communications, and writing professor Jonathan Kranz joins the Marketing Cloudcast. In this episode, hear Jonathan's advice on solving tough marketing challenges: what can marketers do with products and services that are truly difficult to market? Jonathan goes into detail on how to craft a marketing strategy for products that — let's face it — appear boring, complex, or lacking differentiation in the marketplace. He also debunked the one copywriting myth that bugs him above all others.
Endurance International Group's Director of Digital Campaigns, Susan Rutgerson, joins the Marketing Cloudcast to talk about Endurance's most successful B2B email campaigns. Endurance delivers technology solutions for millions of small business owners. Joel and Heike ask Susan what types of personalized email content work best (beyond first-name personalization), why Endurance decided to adopt an educational instead of promotional email strategy, and what email metrics Endurance uses beyond ROI.
Robert Rose, Chief Strategy Officer for the Content Marketing Institute and co-host of This Old Marketing Podcast, joins the Marketing Cloudcast for a near-end of 2015 episode. He talks to Joel and Heike about the most important marketing trends for 2016 and a few 2016 predictions. He also explains why ROI is an inherently flawed metric for demand gen, reveals best practices for online vs. offline customer experiences, and shares the one content marketing myth he wants to debunk.