Podcasts are very easy to create and launch. Anyone with a microphone and an internet connection can have a podcast listed on Apple and YouTube and ready for consumption. On the flipside, the low barrier of entry means it’s hard to get a new podcast noticed.  And the ease of putting out a podcast can hide how difficult it can be to make a good podcast, one that people will be compelled to listen to. The TopRank Marketing team has worked on podcasts with brands like SAP and 3M. Here’s what we’ve learned about B2B podcasting: B2B podcasting: What, why and how Let’s start with the easiest qu ..read more

At its recent B2Believe Conference, LinkedIn announced LinkedIn Connected TV (CTV), a new product offering that will allow B2B marketers to tap into audiences off-platform, and onto the big screen at home. With notable CTV publishers on board – including Roku, Samsung, and NBCUniversal – clients can now utilize LinkedIn’s campaign manager to purchase streaming ads. But that’s not all. The news came in tandem with a new partnership with NBCUniversal to introduce LinkedIn Premiere, a new managed offering in Campaign Manager that helps you target decision-makers in the United States across NBCUni ..read more

Marketers of every stripe are feeling the pressure to prove the ROI of their efforts. In B2B marketing, this proof is even more important — and harder to quantify. Long sales cycles, large buying committees, and convoluted customer journeys all make measurement more challenging.  But data-driven marketers are up for the task. We have the capability to measure a host of key performance indicators (KPIs). We just need to define them and build the capacity for measuring them into our marketing strategies. This guide features 20 of the most common B2B KPIs. From traffic and visibility metrics ..read more

If you’re wondering how to move the needle on your website’s performance in search, conducting an SEO content audit is an essential first step.  This systematic review serves as a comprehensive health check for your brand’s online presence, surfacing issues that may be impeding your visibility and uncovering opportunities to make fast gains. There’s a reason why, according to research from Semrush, 61% of marketers conduct content audits two or more times per year. Actually, there are several reasons! What is the purpose of a content audit? A content audit is essentially an SEO analysis o ..read more

The secret behind the LinkedIn algorithm, like the recipe of the original Coca-Cola, is safely guarded. And while we don’t know how either is formulated, we can safely draw conclusions on their components by conducting various experiments. Since this is a B2B marketing agency and not a competing soft drink company, we’ll look to decipher the former.  Unlike the recipe for one of America’s most celebrated soft drinks, the composition of the social network’s building blocks is ever-changing, making it difficult, but not impossible to uncover the strategy for success. To crack the code, the ..read more

If your organization has been publishing content for many years, chances are your website has more content than you can keep track of. This makes managing a content strategy harder than it needs to be. When you don’t know what content already exists — or the quality of that content — any efforts to create new content may actually work against your overall search performance.  To combat this, we recommend conducting an SEO content audit. This process will help you understand everything that has been published on your website so you can make an informed choice about how to use it more strat ..read more

The latest update to Google’s algorithm has potentially major implications for brands and marketers who are focused on showing up for their audiences in search. As with many recent updates, this one is designed to surface genuinely helpful results that align with search intent. The March 2024 update to Google’s algorithm primarily targets low-quality, AI-generated content and spammy SEO techniques. Read on to learn more about what this means and how it impacts your SEO content strategy. First, a quick overview on the state of the Google algorithm, and why it is valuable to stay in the loop ..read more

TopRank Marketing has worked with clients in both the B2B and B2C realms over the last two decades. In that time, we have definitely witnessed the much-discussed convergence of these two previously diametric categories; the so-called consumerization of B2B. But we also fully recognize the enduring factors that distinguish successful marketing in B2B versus B2C. Even as brands rightfully embrace the humanity of professional audiences, it still must be acknowledged that buyers in B2B experience contrasting motivations, challenges and dynamics in their journeys compared to consumers. The informat ..read more

Ever since Elon Musk bought Twitter and rebranded it “X,” it seems like a day can’t go by without the social media platform making headlines.  In the wake of increasing controversies including a substantial rise in bot traffic and hate speech, scores of users and companies are reassessing their relationship with X. Most recently, more than 100 of X’s most prominent advertisers, including Airbnb, Coca-Cola, Microsoft, and Netflix have indefinitely paused advertising after Musk posted an endorsement of an anti-semitic conspiracy theory. Given how volatile the platform has become, it’s under ..read more

Ever since advancements in technology thrust generative AI into the public consciousness, it’s been the subject of unending controversy. Much of this controversy centers on its potential impact on the internet, with some news outlets and experts going so far as to describe it in near-apocalyptic terms.  “AI is killing the internet” became a common refrain in those early days, speaking to the dread and apprehension being felt regarding its disruption to the way things have been done online. Given all this concern, it’s not surprising that Google’s bold new foray into generative AI, Google ..read more