Archiv für den Monat: Dezember 2022

Elevate B2B Marketing News: Top-Growing Ad Channels For 2023, Marketing Narrative Study, Google’s New Landing Page Report, & Broad Reach In B2B Data

2022 December 30 MarketingCharts Chart

2022 December 30 MarketingCharts Chart5 Major Takeaways From This Year’s ANA B-to-B Marketing Virtual Conference
B2B marketers can achieve market share expansion and greater outcomes when they focus on a broader reach, while a connection between data and creativity builds more emotional connectivity — two of several findings of interest to B2B marketers contained in newly-published insight from a recent Association of National Advertisers (ANA) event which featured marketers from LinkedIn (client) and other B2B organizations. Adweek

Marketers Are Adjusting Their Brand vs. Performance Budgets Amid Economic Woes
63 percent of marketers have said that the economic recession has had an impact on consumer concerns that will affect their 2023 marketing strategies, with 33 percent pinpointing diversity, equity and inclusion (DEI) along with social justice issues, according to recently-released survey data. MarketingCharts

[bctt tweet=““In 2023, it is high time for B2B influencer marketing to become less of a gray area and embraced more as a solid strategy. Part of this will be the development of job titles that include ‚influencer marketing‘ in them.” — @JustinLevy“ username=“toprank“]

Google Analytics 4 Rolling Out Built-In Landing Page Report
Search giant Google has begun rolling out a new set of features for the latest version of its Google Analytics data analysis system, with the biggest addition being an array of new reports centered around website landing page performance, Google recently announced. Search Engine Journal

Research: Consumers Value Fate in Marketing Narratives
Marketers who tap into a product or service’s component pieces to uncover and build an intriguing story of discovery may find unexpected value, according to newly-published research, with initial findings released by the Harvard Business Review. Harvard Business Review

HubSpot’s November releases: A manager’s guide
Meta-owned global messaging platform WhatsApp integration and more efficient data collection are among an array of new features added to HubSpot, joining a new email approval process and updates to HubSpot’s Campaigns 2.0 features, HubSpot recently announced. MarTech

Publishers, Ad Buyers Face Big Challenges In 2023: Study
54 percent of digital media experts who utilize programmatic advertising have said that digital audio will be a top priority in 2023, with 50 percent pinpointing digital video, 48 percent social media, and 47 percent noting mobile — some of the findings of interest to B2B marketers contained in newly-published survey data. MediaPost

2022 December 30 Statistics ImageInfographic Design Trends for 2023 [Infographic]
Personalized data, bright palettes, animated elements, and nostalgic visuals are three infographic ingredients that are poised to see greater implementation in 2023, according to recently-released infographic trend data, which has also predicted more visual representation of data as art. Social Media Today

The Most Important Tech and Societal Trends for Marketers in 2023 [WARC Report]
31 percent of marketers have said that they expect an increased investment in brand marketing over the next year — up from 23 percent in 2021, while 46 percent expected increased investment in performance marketing, up from 41 percent in 2021, according to newly-published global marketing forecast data. MarketingProfs

New Instagram Templates: Create Year-In-Review Highlight Reels
Meta-owned Instagram has begun rolling out a new year-end feature that allows marketers to create narrated best-of highlights in the platform’s Reels short video format, Instagram recently announced. Search Engine Journal

These Advertising Channels Look Set for Growth in 2023
Paid search advertisement spending is expected to rise 14.4 percent in 2023, with digital video and social media ad spend each expected to rise by 6.5 percent — two of several statistics of interest to digital marketers contained in newly-published forecast data. MarketingCharts


2022 December 30 Marketoonist Comic Image

A lighthearted look at “how to do strategic planning” by Marketoonist Tom Fishburne — Marketoonist

Christmas Break Nowhere Near Enough Time to Fix All of Parent’s Tech Issues — The Hard Times


  • Lee Odden — Top 50 B2B Thought Leaders & Influencers You Should Work With In 2023 (North America) — Thinkers360
  • LinkedIn Marketing Solutions — Maersk’s Anne With Damgaard on how B2B marketing can be innovative and creative — The Drum

Have you found your own B2B marketing news item for the week that we haven’t yet mentioned? If so, please don’t hesitate to drop us a line in the comments below.

Thanks for taking the time to join us this week for the Elevate B2B Marketing News, and we hope you’ll return next Friday for another selection of the most up-to-date and relevant B2B and digital marketing industry news. In the meantime, you can follow us on our LinkedIn page, or at @toprank on Twitter for even more timely daily news.

The post Elevate B2B Marketing News: Top-Growing Ad Channels For 2023, Marketing Narrative Study, Google’s New Landing Page Report, & Broad Reach In B2B Data appeared first on B2B Marketing Blog – TopRank®.


25 Women Who Rocked as B2B Industry Influencers in 2022

Women Who Rock as B2B Influencers

Women Who Rock as B2B Influencers

Over the past few years aka „the Covid years“ the role of influence in B2B marketing has grown significantly. Our 2022 research report, The State of B2B Influencer Marketing, reported that 85% of B2B marketers believe that interest in working with influencers in the coming 12 months will increase. On top of that, of the B2B marketers that do engage in influencer marketing programs, 86% consider their efforts successful.

There’s a lot to be optimistic about, especially in a business environment that requires B2B marketers to find every advantage they can to grow in a potentially down market.

The rising tide of influencer marketing popularity amongst B2B brands has also seen a shift towards a more diverse group of influencers. Now don’t get me wrong, the majority of influencers I’m seeing from B2B brands are still the usual suspects which doesn’t exactly represent 100% of the audiences brands are trying to reach. So there has been movement towards engaging more women and people of color as influencers in the B2B space.

At TopRank Marketing we’re doing our small part to shine a light on more diverse talent within the B2B marketing world and with this 13th edition of our Women Who Rock list, we’re highlighting a mix of women that are influential in various B2B industries. From rising stars to north stars, from Bay Area to Zurich, we have a sample of the fast growing segment of influencer talent B2B brands should be considering as partners in their marketing programs.

Ann Handley /in/annhandley/ @MarketingProfs
Chief Content Officer at MarketingProfs
Ann is a speaker, author, and member of the LinkedIn Influencer program. She is the author of the Wall Street Journal best-seller on business writing, „Everybody Writes,“ and the co-author of the best-selling book on content marketing, „Content Rules“.
Talks about #content #contentmarketing #b2bmarketing #CavalierKingCharlesSpaniels

Charlene Li /in/charleneli/ @charleneli
Chief Research Officer at PA Consulting, NY Times Bestselling Author
Charlene’s role is to catalyze transformation as an expert on disruption strategy and leadership by writing books, speaking, and advising companies and their leaders.
Talks about #disruption, #leadership, #futureofwork, #digitaldisruption, and #digitaltransformation

Duena Blomstrom /duenablomstrom/ @DuenaBlomstrom
Author, Keynote Speaker, CoFounder, Chief Product Officer at People Not Tech
London based Duena is the author of “Emotional Banking” and “People Before Tech: The Importance of Psychological Safety and Teamwork in the Digital Age”. She is a doer, an entrepreneur, an industry influencer, a blogger with cutting edge opinion style, a writer for Forbes, an international keynote speaker and the creator of the Emotional Banking™ and Human Debt™ concepts.
Talks about #teams, #devops, #humandebt, #technology, and #psychologicalsafety

Efi Pylarinou /in/efipylarinou/ @efipm
Founder of Pylarinou Advisory
Currently based in Zurich, Efi is a seasoned Wall Street professional and ex-academic who has become a Top Global Fintech and Thought Leader with a Ph.D. in Finance. She is also a prolific content creator, a Host, an Author, and a Speaker.
Talks about #fintech, #innovation, #digitalassets, and #artificialintelligence

Cathy Hackl /in/cathyhackl/ @CathyHackl
Founder & Chief Metaverse Officer at Journey
Known as the Godmother of the Metaverse, Cathy is a globally recognized metaverse/ web3 strategist, tech futurist, sought-after business executive, speaker and media personality with deep expertise working in metaverse-related fields with companies like HTC VIVE, Magic Leap, and Amazon Web Services.
Talks about #nfts, #metaverse, #technology, #augmentedreality, and #spatialcomputing

Kimberly Bryant /in/kimberlybryant/ @BlackGirlsCode
Founder and CEO Ascend Ventures and Founder Black Girls CODE
Kimberly has been nationally recognized as a thought leader for her work to increase opportunities for women and girls in the technology industry and has received numerous awards for her work with Black Girls CODE.
Talks about #culture, #leadership, #technology, and #diversityequityandinclusion

Katie Martell /in/katiemartell/ @KatieMartell
Marketing Communications Consultant, Speaker, Host and Emcee
Leaving it up to debate whether she is a hologram or real, Katie partners with brands to amplify stories of transformation, and trends in customer experience.
Talks about #cx, #b2b, #marketing, #digitalmarketing, and #customerexperience

Tiffani Bova /in/tiffanibova/ @Tiffani_Bova
Growth & Innovation Evangelist at Salesforce
As a Keynote speaker, WSJ Bestselling author, What’s Next Podcast host. Tiffani works with some of the most innovative companies in the world as they look to transform the way they engage with customers, grow their business and create amazing customer experiences. Her role is to look out to the future for disruptive trends while at the same time scanning the near horizon for the real world impact. Her current conversations center around 2 objectives: customer success and growth.
Talks about #sales, #growth, #leadership, #customerexperience, and #employeeexperience

Meghan Biro /in/meghanmbiro/ @MeghanMBiro
Founder at TalentCulture
Meghan is host of the #WorkTrends Podcast, Author, Speaker and a HRTech Evangelist that also contributes regularly at Forbes, Huffington Post, and several other media outlets.
Talks about #hr, #leadership, #worktrends, #workculture, and #futureofwork

Sally Eaves /in/sally-eaves/ @sallyeaves
CEO and Director Sally Eaves Consultancy, Keynote Speaker and Author
A member of the Forbes Technology Council, Sally is an award winning international keynote speaker, author and influencer with globally leading rankings across all advanced technology disciplines, digital transformation, future of work and social innovation aligned to the United Nation’s Sustainable Development Goals.
Talks about #5g, ##cloud, #techforgood, ##cybersecurity, and #artificialntelligence

Sarah Barnes-Humphrey /in/sarahbarneshumphrey/ @bevictoryus
Founder/Host Lets Talk Supply Chain podcast
Posting daily supply chain, diversity & inclusion, and leadership content that reaches millions.
Talks about #thoughtsandcoffee, #womeninsupplychain, #letstalksupplychain, #diversityandinclusion, and #supplychainmanagement

Theodora Lau /in/theodoralau/ @psb_dc
Founder – Unconventional Ventures
Theodora is a book author, podcast host, startup advisor and public speaker on DEI, Fintech, Financial Inclusion, and Tech for Good. Talks about #ai, #fintech, #longevity, #inequality, and #financialservices

Kimberly Ellison-Taylor /in/kimberly-n-ellison-taylor-b1a13a2/ @kellisontaylor
CEO KET Solutions
Kimblerly is a Global Technology and Finance Leader, Volunteer Leader, Corporate Board Director, and Keynote Speaker on finance and technology topics.
Talks about #governance #risk #compliance audit #cfo #globalleadership

Ty Heath /in/tyronaheath/ @tyrona
Director, Market Engagement, The B2B Institute at LinkedIn
Ty’s role focuses on researching, teaching and writing about B2B marketing, social selling as well as leadership, diversity and inclusion.
Talks about #b2binstitute, #b2bmarketing, #b2bcreativity, #entrepreneurship, and #diversityequityandinclusion

Helen Yu /in/tigonhyu/ @YuHelenYu
Founder & CEO at Tigon Advisory Corp
Helenn is a Board of Director; Fortune 500 Advisor; Top 50 Women in Tech; Wall Street Journal Best Selling Author; Keynote Speaker; and Host of CXO Spice among many other responsibilities.
Talks about #ai, #cybersecurity, #manufacturing, #customerexpereince, and #digitaltransformation

Shelly DeMotte Kramer /in/shellydemottekramer/ @ShellyKramer
Principal Analyst + Founding Partner, Futurum Research and The Futurum Group
Shelly has worked with some of the world’s largest brands to help them embrace disruption and the reality of the connected customer, and to successfully understand and navigate the process of Digital Transformation (DX).
Talks about #cloud, #security, #futureofwork, #collaboration, and #cybersecurity

Jo Peterson /in/jopeterson1/ @digitalcloudgal
Vice President Cloud & Security Services at Clarify360
Jo is a digital transformation expert, board member, advisor, philanthropist, and United States Air Force veteran.
Talks about #cio, #ciso, #cloud, #cybersecurity, and #edgecomputing

Kamales Lardi /in/kamaleslardi/ @grattongirl
Managing Director at Valtech
Swiss based Kamales is an author and keynote speaker with over 22 years of deep cross-industry experience with the latest digital and technology solutions and a strategic thinker on digital and business transformation.
Talks about #digitalacceleration, #blockchaintechnology, #emergingtechnologies, #digitaltransformation, and #artificialintelligence

Maribel Lopez /in/maribellopez/ @MaribelLopez
Founder & Analyst at Lopez Research
Maribel tech is an industry analyst, speaker and business advisor focused on helping companies understand and navigate digital transformation.
Talks about #tech, #edgecomputing, #futureofworkplace, #digitaltransformation, and #artificialintelligence

Kate O’Neill /in/kateoneill/ @kateo
CEO: KO Insights, Keynote Speaker and Author
Kate is an Author; host of The Tech Humanist Show and keynote speaker focused on the future of human experiences amid tech & other changes at scale.
Talks about #future, #humanity, #strategy, #experience, and #techforgood

Christina Trampota /in/christinatrampota/ @tektalk
Managing DirectorManaging Director at Innovate :: Grow :: Scale
As an award-winning digital, mobile, and fintech industry leader and influencer, Christina provides global corporate strategy and insights for connecting businesses with customers through unique touchpoints that grow lifetime value – living and working at the intersection of people, platforms and payments.
Talks about #web3, #fintech, #commerce, #payments, and #innovation

Linda Grasso /in/linda-grasso/ @LindaGrass0
Founder of digital transformation blog, DeltalogiX
Based in Naples, Italy Linda is a rising star Digital Creator & Tech Influencer, Infopreneur, YouTuber, #Sustainability Advocate & Life Enthusiast.
Talks about #innovation, #technology, #sustainability, #entrepreneurship, and #digitaltransformation

Dr Sarah-Jayne Gratton /in/sarahgratton/ @grattongirl
Founding Partner, The Influencers
Sarah is host of the Tech Uncorked Podcast, Editor of Agritech Future Magazine and a leading technology evangelist, specializing in emerging technologies and covering trends in artificial intelligence, machine learning, IoT, agritech, digital transformation and mixed reality.
Talks about #5g, #iot, #agritech, #customerexperience, and #artificialintelligence

Jessie Medina /in/jessiemedinaofficial/ @jessiemedinaoff
Jessie is a speaker & consultant, podcast host and community builder. She speaks on intersectionality such as women in business, women in corporate, and equality. as women in business, women in corporate, and equality
Talks about #speaker, #femaleceo, #femalefounders, and #femaleentrepreneurs

Tamara McCleary /in/tamaramccleary/ @TamaraMcCleary
CEO at Thulium
A long time B2B tech influencer, Tamara’s focus is on academic research: science, technology, ethics & public purpose. She is currently a research scientist and technology ethicist and recent graduate (5/2022) of Harvard University’s Kennedy School and continuing dual degree student at the Harvard Divinity School.
Talks about #science #technology #ethics #publicpurpose

Please be sure to check out the LinkedIn profiles of this impressive group of influencers in the B2B world.

Download 2022 State of B2B Influencer Marketing Report
In case you missed it, here are the latest findings from our research on trends, strategies and best practices for B2B Influencer Marketing to guide you into 2023.

If you’re wondering about how to organize a program that effectively activates a small or large group of influencers for a project or program, look no further than the team at TopRank Marketing. We’ve worked with some of the influencers on this list for many years and some more recently – and we can help architect the right kind of content activations that will be as inspiring to the influencers as it will be to your customers. Ping Tony at for more information or contact us.

To see the previous 12 years of our Women Who Rock lists, check out the links below:

The post 25 Women Who Rocked as B2B Industry Influencers in 2022 appeared first on B2B Marketing Blog – TopRank®.


Elevate B2B Content: Learn From Our Top 10 Content Marketing Posts

Learn from our top 10 B2B content marketing posts of 2022 woman and umbrella image

Learn from our top 10 B2B content marketing posts of 2022 woman and umbrella image
What were the top B2B content marketing articles that published on the TopRank Marketing blog this year?

Content encompasses nearly everything we read, watch, or listen to, and as our CEO Lee Odden said years ago, it also represents a significant part of the reason the need for search technology began in the first place.

We’re proud of the continued content marketing successes our team of marketers at TopRank Marketing have achieved during another unique year, for a wide-range of major B2B clients. As 2023 draws ever closer, we wanted to take time to share our top 10 content marketing articles of the year — each filled with insights, best practices, research, examples, and a look at the future.

We’re also fortunate to have a wealth of talented B2B marketing professionals contributing to the TopRank B2B Marketing blog — which will celebrates its 20th year in 2023.

This selection of our top 10 content marketing posts of the year can serve as a valuable resource, filled with practical examples and relevant topics for digital B2B marketing professionals from CMOs to creators and copywriters.

We hope that you’ll find these articles useful well into 2023 and far beyond.

Now, sit back and join us as we move on to the top 10.

Our Most Popular Content Marketing Posts of 2022:

1. Fast-Forward: 4 Business Problems Solved by B2B Content Marketing — Joshua Nite

In our top content marketing post of the year, our senior content marketing manager Joshua Nite shares how content can help build relationships, purpose, empathy and more.

Businesses face unique problems connecting with buyers, and B2B content marketing is well-positioned to solve more of them that you might think.

You can check out all of Josh’s posts here, and follow him on Twitter and LinkedIn.

[bctt tweet=““Be a caring companion to your audience. After all, marketers are the keepers of data — we know these people and what they’re struggling with. We’re in a unique position to create uplifting content.” — Joshua Nite @NiteWrites“ username=“toprank“]

2. The Business Case for Awesome B2B Content — Joshua Nite

The business case for awesome B2B content spaceman image
What is the business case for creatively awesome B2B content?

In our second most popular content marketing post of the year, Joshua shares how awesome content with smart amplification gets results, including four convincing examples that show why awesome is better for B2B.

[bctt tweet=““Awesome content doesn’t overwhelm the story you’re telling the audience — in fact, it makes your message more likely to stick.” — Joshua Nite @NiteWrites“ username=“toprank“]

3. Triple Take: How to Make B2B Content Marketing More Influential, Authentic, and Credible — Nick Nelson

Making B2B content more influential woman at laptop image
When content is credible, authentic, and influential, it’s built to achieve any B2B marketing objective.

In our third most popular content marketing article of the year, our senior content marketing manager Nick Nelson
examined what the data and experts in our comprehensive 59-page 2022 B2B Influencer Marketing Research Report had to say about making it happen.

You can check out all of Nick’s posts here, and follow him on Twitter and LinkedIn.

[bctt tweet=““The #B2BIMReport from @TopRank found that relevance and trust outweigh expertise in terms of essential influencer qualities. It’s all about connection. #B2BInfluencerMarketing.” — Nick Nelson @NickNelsonMN“ username=“toprank“]

4. The Gated Content Dilemma in B2B Marketing: Here Are the Best Practices — Joshua Nite

Gated Content Best Practices
Q: How many lead gen marketers does it take to change a lightbulb?

A: Please fill out the form below and we will email you the punchline.

In our fourth most-read B2B content marketing article of the year, Joshua Nite shares best practices for when you should put your best content behind a lead generation form, and when you definitely shouldn’t.

[bctt tweet=““It’s not just about gated vs. ungated. It’s about how much content you gate, which content in the campaign should go behind that lead gen form, and how you bring the right audience to the content.” — Joshua Nite @NiteWrites“ username=“toprank“]

5. B2B Content Marketing: Making Small Budgets Do Big Things — Nick Nelson

B2B content marketing making small budgets do big things marketing leader converses with team at whiteboard image
When marketing budgets are reduced, waste can be more costly than ever.

Make sure you’re steering clear of inefficiency, as our own Nick Nelson shared in our fifth most popular content marketing post of the year, offering up five key pointers to make the most of limited resources.

[bctt tweet=““The most reliable way to drive marketing results is to smartly invest more. This can lead to more ambitious campaigns and more robust promotion. But when a big budget isn’t available, B2B marketers can still do big things.” @NickNelsonMN“ username=“toprank“]

6. Top 25 B2B Content Marketing Influencers and Experts To Follow #CMWorld 2022 — Lane R .Ellis

2022 Content Marketing World 25 Content Marketing Influencers Collage Image
In our sixth most popular content marketing article of the year, we shared 25 top B2B content marketing influencers and experts to follow and learn from, including:

  • Ann Handley
  • Tequia Burt
  • Jay Acunzo
  • Amanda Todorovich
  • Amber Naslund

Many thanks go to all the people who are actively sharing knowledge about content marketing by engaging and helping to elevate others with keen insight and expertise on the social web. This list is a helpful starting point to expand your own B2B content marketing universe.

You can check out all of my posts here, and follow me on Twitter and LinkedIn.

[bctt tweet=““A classic TopRank Marketing tradition that has been imitated in recent years but never duplicated is our annual list of content marketing experts ranked according to their social influence.” — Lane R. Ellis @lanerellis“ username=“toprank“]

7. 5 Ways to Build B2B Content That Resonates With Your Audience, and Why They Work — Harry Mackin

Building B2B content that resonates woman with violin image.
B2B Marketing has a content problem: decision makers are starting to tune it all out. The bad news? The problem isn’t them, it’s us. The better news? We can fix it, and it won’t even be that hard.

In the seventh most read content marketing piece of the year, our own content strategist Harry Mackin shares five ways to build better B2B content that resonates with your audience, and why they work

You can check out all of Harry’s posts here, and follow him on Twitter and LinkedIn.

[bctt tweet=““Great thought leadership works because it doesn’t stand alone. It’s contextual, it’s engaged with the industry and moment in which it was written, and, above all, it’s actionable.” — Harry Mackin“ username=“toprank“]

8. The Secrets of Creating Inspired B2B Content Experiences, Revealed — Nick Nelson

secrets of creating inspired B2B content experiences image
B2B marketers have grown accustomed to selling with facts instead of stories, and leading with features instead of outcomes.

In our eighth most-read content content marketing post of the year, Nick takes a close look at one of our CEO Lee Odden’s most popular presentations that illustrated why that just doesn’t work anymore.

[bctt tweet=““Use emotion, storytelling, and soundtrack to grab attention in a way that will resonate with all category buyers.” — @Tyrona #B2Bcontent #storytelling #CMworld“ username=“toprank“]

9. Content Contemplations: How We Process Information & Why B2B Marketers Must Craft Content That Elevates — Lane R. Ellis

How B2B marketers can craft content that elevates airplane window view image
How can B2B marketers craft content that elevates, and what role do our preferred digital formats play in making it happen?

Recent study data looking at content formats has deep implications when it comes to creating online experiences that will not only be noticed, but delight the senses while also answering our most important questions.

By understanding how we process information, we can craft content in formats that elevate, inspire, and answer key questions.

In our ninth most popular content marketing post of the year, I dug in with data from three recent studies.

[bctt tweet=““Understanding the human brain, with its exquisitely complex computational and filtering mechanisms, can go a long way towards learning the types of content that can perform the best in B2B marketing.” — Lane R. Ellis @lanerellis“ username=“toprank“]

10. Here, There & Everywhere: What Does Best-Answer Content Mean For B2B Marketers in 2022? — Lane R. Ellis

B2B marketer man walking through airport past colorful mosaic image.
What does today’s best-answer B2B marketing content look like?

Providing that best solution — or to use the term our CEO and co-founder Lee Odden has been using since at least 2011 — being the best answer, may indeed be a singular solution, however the effort that B2B marketers need to make in 2022 to achieve it has changed in several important ways.

From expanding digital channel touch-points and collaborating with experts to elevating with authenticity, and presenting in experiential formats and more, I took a look at today’s best-answer B2B content to round our our list of the top content marketing article of the year.

[bctt tweet=““If you want to be a trustworthy company, it can’t be just a marketing philosophy. It has to be a business philosophy.” — Margaret Magnarelli @mmagnarelli of @MorganStanley“ username=“toprank“]

Thanks TopRank Marketing Readers & Writers

Thanks to you our readers, and to all of our top content marketing authors for contributing this strong group of the 10 content marketing posts of 2022.

We published dozens of posts this year specifically about the unique nature of B2B content marketing, and plan to bring you even more in 2023, so stay tuned for a new year of the latest helpful search industry research and relevant insight.

Please let us know which content marketing topics and ideas you’d like to see us focus on for 2023 — 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 Elevate B2B Content: Learn From Our Top 10 Content Marketing Posts appeared first on B2B Marketing Blog – TopRank®.


The Search Engine Watch Top 5!

First, congratulations on surviving 2022, you’ve done great! 2022 was surprising, unique, and a challenging mix of several global events that kept us on our toes as consumers, brands, and search marketing professionals. The recession, great resignation, a war, FIFA finale, and several silent battles we all fought by ourselves.

As we recap the year gone by, let’s look at the world through the lens of search, SEO, analytics, and content creation.


2022 has been about…

  • Looking at your consumers as human beings and not just data sets
  • Understanding how your target consumers perceive the world and how they experience life in a digital age
  • Tailoring and testing your strategies to meet consumers in their moment of need – all without losing budget (or your sanity!)
  • Finding most-effective tools, technologies, and talent to navigate business uncertainty

We present to you the #SEWTop5

A countdown of editor’s picks that the Search Engine Watch community loved and found great value in!

#5. Understanding the three awareness stages of your online audience

Businesses often forget that success metrics aren’t just numbers – they are living, breathing people who are driven by behavior and emotions. As customer journeys continued to remain complex and multifaceted, businesses competed to ensure they were at the finish line when prospects were ready to convert.

Add People’s Content Operations Lead, Jack Bird created a guide on harnessing a content strategy that caters to consumers and their journeys. He detailed the three key awareness stages of online traffic, what type of content fits these stages, and how to audit your existing content.

#4. A must-have web accessibility checklist for digital marketers

Did you know, 98% of US-based websites aren’t accessible? This year web accessibility moved out of the shadows and took center stage as one of Google’s search ranking factors – making the topic itself more accessible to discussions. Marketers could no longer ignore this critical aspect, because –

Stellar user experience >> Positive brand perception >> Greater appeal to value-driven consumers = Good for business

Web design and marketing specialist, Atul Jindal created a must-have web accessibility checklist for digital marketers. It went beyond dispelling “what is web accessibility?” and spoke about its benefits and action points on “how to make your website accessible?”.

#3. Google Analytics 4: drawbacks and limitations—is it worth sticking around?

On July 1, 2023, Universal Analytics properties stopped processing new hits, forcing users to switch to its successor, Google Analytics 4. This transition demanded SEOs and marketers to have a steep learning curve and adaptability since the shift meant losing some historic data.

This article dove into the issues with Google Analytics 4 from a user perspective and a privacy and compliance standpoint. Objective, hard-hitting observations helped inform SEOs and marketers‘ decisions before switching platforms.

#2. The not-so-SEO checklist for 2022

While most of the internet focused on “what to do”, we took an offbeat path of “what not to do” that will help your SEO succeed from the get-go.

Best-selling author and SEW Advisory Board Member, Kristopher (Kris) Jones dispelled some major myths surrounding Core Web Vitals (CWV) and Google’s bigger, mainstream 2021 updates.

As an especially interesting, strategy-focused read, this was one SEOs could not miss before designing their 2022 strategy.

#1. Seven Google alerts SEOs need to stay on top of everything!

We as SEOs and marketers often forget that while we focus on consumers and clients, we too are humans – with limited energy (we mean coffee supply), 24 hours (wish we had more), and sleep deprivation (yes we mean sleep deprivation). As burnout crept in and to-do lists climbed, our very own Ann Smarty shared seven Google alerts that aimed at making life easier for SEOs.

These smart ways helped the community get ahead of competition, prevent a reputation crisis, fix a traffic drop, and do much more (without getting overwhelmed).

We hope you enjoyed this! Thank you for being valuable supporters throughout our journey.

Team Search Engine Watch wishes everyone a happy new year! Keep spreading the love and SEO wisdom.


*Ranked on target audience engagement, time on page, and bounce rate.

Subscribe to the Search Engine Watch newsletter for insights on SEO, the search landscape, search marketing, digital marketing, leadership, podcasts, and more.

Join the conversation with us on LinkedIn and Twitter.

The post The Search Engine Watch Top 5! appeared first on Search Engine Watch.


Elevate B2B Search: Optimize Your 2023 With Our Top 10 SEO Posts

TopRank Marketing's top 10 search marketing and SEO posts of 2022 image

TopRank Marketing's top 10 search marketing and SEO posts of 2022 image

Search marketing has elevated and grown in numerous ways throughout 2022. At each of the shifts and changes in the search marketing landscape along the way, we’ve done our best to not only cover each twist and turn, but to also offer relevant insight and research-based strategy that will help B2B marketers meet the increasing challenges placed in front of us.

We’re fortunate to have a wealth of talented B2B marketing professionals contributing to the TopRank Marketing blog covering the state of search marketing — which will celebrate its 20th year in 2023.

To help our blog community grow its search marketing knowledge, we’re thrilled to offer our annual list of the most popular search marketing and search engine optimization (SEO) posts of 2022 we’ve published throughout the year.

Our Most Popular Search Marketing Posts in 2022:

1. Conference Collection: Top B2B Marketing Events To Learn From In 2022 — Lane R. Ellis

What are some of the top events, conferences and industry trade shows — whether virtual, in-person, and hybrid — for B2B marketers to learn from this spring and beyond?

In our most popular search marketing related post of 2022, we shared over 40 search, influencer, content marketing, and related B2B marketing conferences.

Marketing conferences offer a true wealth of benefits to marketers seeking the latest learning, new networking opportunities, and the latest industry research and insight to increase brand awareness, but sometimes finding events that match your business and B2B search marketing needs can be challenging.

You can check out all of my posts here, and follow me on Twitter and LinkedIn.

[bctt tweet=““We’re all the same size rectangle on the Zoom screen.” — Vanessa Colella of @Citi“ username=“toprank“]

2. 10+ Top Content & Search Marketing Insights from MnSearch Summit 2022 — Nick Nelson

10 content and search insights from MnSearch Summit event collage image

In the second most popular search marketing post of the year, our Nick Nelson shared the top SEO and search marketing take-aways for B2B marketers from the MnSearch Summit 2022 MnSEARCH event, featuring:

  • Jenny Halasz on Ecommerce Pitfalls & Solutions
  • Niki Mosier on Building a Content Strategy for a Niche Industry
  • Brian Massey on Getting Started with A/B Testing
  • Bob Sparkins on the Anatomy of a High-Converting Landing Page
  • Christina Garnett on Harnessing Brand Affinity Through Community
  • Alina Benny on Winning with Content Operations

You can check out all of Nick’s posts here, and follow him on Twitter and LinkedIn.

[bctt tweet=““I cannot emphasize enough how good tests are, and the importance of testing your site constantly.” — @JennyHalasz #SEO #MnSearchSummit“ username=“toprank“]

3. Ongoing Optimization: Strategic SEO Tips For B2B Marketers In 2022 — Lane R. Ellis

Strategic SEO tips for B2B marketers in 2022 image

How can B2B marketers improve their SEO strategies and focus in the fast and furious digital landscape of 2022?

From tapping into both the minute and the monumental and utilizing process checklists to keeping track of industry best-practice changes, in the number three spot on our top search marketing posts of 2022 list, we shared a collection of top tips to help B2B marketers improve SEO focus and strategy.

The more aligned your organization’s SEO and marketing efforts can become, the greater their combined power is — to build and promote content that can reach heights that aren’t possible when using just one of these two important ingredients.

[bctt tweet=““SEO is a constant swirling sea of activity. Sometimes this sea is murky and tumultuous, and at others — at least for a brief while — clear and calm.” — Lane R. Ellis @lanerellis“ username=“toprank“]

4. How the Most Successful B2B Marketers Work with Influencer Marketing Agencies — Lee Odden

How to Work with B2B Influencer Marketing Agencies

How are top marketers successfully working with B2B influencer marketing agencies?

In our fourth most popular search marketing post of 2022, our CEO Lee Odden shared new insight and data on how top B2B brands are inspiring customers with powerful B2B influencer marketing agency collaborations.

B2B marketers are searching for more than the topic of B2B influencer marketing. They want to find:

  • B2B influencer marketing examples
  • B2B influencer marketing in 2023
  • B2B influencer marketing case studies
  • B2B influencer marketing statistics
  • B2B influencer marketing on LinkedIn
  • The best B2B influencer campaigns

[bctt tweet=““The best SEO advice in the world is not so great if it never gets implemented.” — Lee Odden @LeeOdden“ username=“toprank“]

5. 5 New Search Opportunities B2B Marketers Need To Know In 2023 — Lane R. Ellis

5 new search opportunities for B2B marketers in 2023 woman at laptop image

What do B2B marketers need to know about search in 2023?

B2B marketing and search have always had a complex relationship, and 2023 will undoubtedly see new shifts arise in numerous areas, from how search engines deal with human versus AI-generated content, to indexing a partially or fully-siloed metaverse, combating dwindling organic search opportunities, where to best invest paid search advertising dollars, and key SEO fine-tuning challenges.

In the fifth most popular search marketing post of 2022, I took a look at each of these opportunities.

[bctt tweet=““I think what ultimately works best is that you prove to Google — and users — that the updates you’re providing are valuable: unique, compelling, high-quality, and not something that’s already published elsewhere.” — John Mueller @JohnMu“ username=“toprank“]

6. New Google Search Updates & How B2B Marketers Can Use Them To Elevate Efforts — Lane R. Ellis

Woman B2B marketers jumping image.

In 2022 Google has made changes that affect what B2B marketers are able to accomplish with its search and advertising offerings, but how can these sometimes subtle changes be utilized to elevate marketing efforts in the year ahead?

Google’s search updates offer B2B marketers new opportunities and challenges. From sustainable crawling and improved guidelines to industry event plans and the evolution of content delivery, In our sixth most popular search marketing post of 2022, I shared five ways to elevate your efforts.

[bctt tweet=““B2B marketers can all too easily get caught up in wrapping up content in the flavor-of-the-month social platform or app formatting. It’s good to step back and make sure that the actual messaging is relevant.” — @lanerellis“ username=“toprank“]

7. Press Play: How Marketers Who Invest in B2B Video Earn Greater ROI — Lane R. Ellis

How B2B video gets greater marketing ROI group of marketers image.

How is B2B video marketing continuing its ascendancy and generating greater return-on-investment (ROI) than ever — including search — and where are B2B marketers finding the sweet spot when it comes to video success?

From the increasing prominence of video in search and social to the growing power of video to tell more memorable stories, in our seventh most-read search marketing article of the year, I shared seven new insights into B2B video.

[bctt tweet=““We see that people love videos and authentic images in search results, so we try to show them more.” — John Mueller @JohnMu of @Google“ username=“toprank“]

8. How to Foster a Strong B2B Brand Digital-First Experience That Differentiates — Nick Nelson

Better B2B brand experiences in a digital first world woman image

Why should B2B marketers dare to be different?

The bar is raised for breaking through with B2B customer experiences in this densely-populated digital-first brand landscape, and in our eighth most popular search marketing related post of 2022, Nick shared how to meet the challenge with a collection of insights on the power of differentiating.

Yes, we should always aspire to be the best, and that mandate has been ingrained in many of us throughout our careers. But simply aiming to be better means we’re trying to improve upon an existing model or archetype. Is that the path to standing out in an increasingly crowded digital space, amid changing customer expectations?

Dive into your search performance data to find any distinct or unexpected keywords that are bringing people to your website. In the complex, competitive, and interconnected world of B2B, identifying your actual points of differentiation is not always straightforward. But doing so holds the key to capitalizing on them.

[bctt tweet=““In B2B, identifying your brand’s actual points of differentiation is not always straightforward. But doing so holds the key to capitalizing on them.” — Nick Nelson @NickNelsonMN #B2BMarketing“ username=“toprank“]

9. 20 Ways to Build a B2B Marketing Super-Stack of Skills — Lane R. Ellis

20 ways to build a B2B marketing super-stack of skills image

How can B2B marketers build a super-stack of marketing technology skills — including search and SEO — to create the most value and efficiency in 2023 and beyond?

Today’s B2B marketers who possess a wide array of marketing technology skills are more valuable to organizations then ever, as brands look both to increase bottom-line efficiency and retain top talent.

Don’t let the complexities that SEO efforts sometimes entail deter you, however, as there are still bountiful and easy-to-achieve benefits for the B2B marketer in many aspects of optimization.

From social listening and live-streaming to mentoring, influencer, and search marketing, in our ninth most popular search marketing article of 2022, I share 20 ideas for building a B2B narketing super-stack,

[bctt tweet=““Don’t let the complexities that SEO efforts sometimes entail deter you, as there are still bountiful and easy-to-achieve benefits for the B2B marketer in many aspects of optimization.” — Lane R. Ellis @lanerellis“ username=“toprank“]

10. Faster Frontiers: How Does 5G Technology Affect B2B Marketers? — Lane R. Ellis

How does 5G technology affect B2B marketers image

How will 5G technology change the way B2B marketers tell brand stories, and what new opportunities will the speedier forthcoming mobile standard offer?

With impacts that will range from slight in some areas to deeply significant in others, the upcoming rollout of 5G cellular network technology is poised to change how the world of B2B marketing operates.

For B2B marketers, the SEO advantages of being compliant with Google’s mobile-first initiatives form a naturally harmonious pairing with the benefits of 5G technology and what it will bring to the table.

Rounding out our top ten list of search marketing posts for the year, in this article I shared a look a how 5G technology will affect B2B marketers.

[bctt tweet=““5G will unlock a raft of new applications: IoT, process management, and utility metering for enterprise; and augmented reality (AR) and virtual reality (VR), immersive haptic and 3D holographic experiences for consumers.” — @Kevin_Jackson“ username=“toprank“]

Thanks TopRank Marketing Readers

Many thanks to each of you, our TopRank Marketing blog readers, for reading and learning from us, including these top 10 search marketing posts of 2022.

We published many posts this year specifically about search marketing, and plan to continue doing so in 2023, so stay tuned for a new year of the latest relevant search industry research and insight.

Please let us know which SEO-related topics and ideas you’d like to see us focus on for 2023 — we’d love to hear your suggestions. Feel free to leave those thoughts in the comments section below.

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 Elevate B2B Search: Optimize Your 2023 With Our Top 10 SEO Posts appeared first on B2B Marketing Blog – TopRank®.