Smiling woman at computer.

How does authentic content help drive better customer experience?

And how does influence help optimize B2B content marketing performance?

Both of these are important questions for today’s B2B marketers heading into the uncertainty of 2021, where we face falling organic social reach and declining brand trust. To help guide the way we have gathered together the answers to these key questions and eight others.

Our CEO and co-founder Lee Odden explored the topics of authentic content and how influence can optimize content marketing performance during virtual presentations for the ContentTECH Summit and the IABC MN Convergence Summit, and we’ll share some of the top take-aways from his insight-filled sessions.

Let’s dig right in and look at Lee’s 10 pointers to create better B2B content with authentic influence in our age of the new normal.

1 — Build Brand Trust With Authentic Content Co-Created With Experts

Women's rowing team image.

Lee explained how … Read more

Business-woman at Computer Image

One of my favorite moments from The Simpsons is when the hilariously incompetent physician Dr. Nick burns down a building by mishandling a clearly marked chemical tank, and then exclaims, “Inflammable means flammable?! What a country!”


“Incredible” is a word that can spark similar cognitive dissonance for marketers. Sure, it might technically be defined as “impossible to believe,” but if your content isn’t credible, would anyone describe it as incredible?

Quite the opposite. In this business, incredible means credible. So let’s explore the cornerstones of creating credible, and thus truly incredible, content marketing.

6 Tips for Making Your B2B Content (Incredibly) Credible

Just as you can’t fake authenticity, you can’t fake credibility. This label is earned by brands over time by developing a trusted voice, showing up for your audience, and — above all — knowing what you’re talking about. With these being table stakes, today’s … Read more

2020 CMWorld 50 Content Marketing Influencers

The all-virtual Content Marketing World 2020 is upon us. As the largest content marketing conference in the world, CMWorld brings together a stellar array of talented professionals who are loaded with curiosity for future trends, marketing knowledge, and aspirations for new successes in the post-pandemic world. For the past 12 years leading marketers from all over the world have gathered in Cleveland, Ohio for one of the world’s strongest content marketing events, and for this unusual year Content Marketing World is entirely virtual.

Readers of our blog know we have a long history with the conference starting at the beginning, with 10 years of speaking and attending along with seven years of partnering with the Content Marketing Institute to develop speaker and influencer content marketing campaigns.

A TopRank Marketing tradition that has been imitated in recent years but never truly duplicated is our annual list of content marketing experts ranked … Read more

Professionals Wearing Masks and Bumping Elbows

Each year, Content Marketing Institute releases a new version of its B2B Content Marketing Benchmarks, Budgets, and Trends report, providing a timely contextual snapshot of the discipline at large and its ever-shifting landscape.

Needless to say, this year’s edition hits differently. While there is always change and evolution afoot in the annual study’s findings, 2020 has been a year of unprecedented upheaval for our profession, along with most every other.

The impact of COVID-19 on B2B content marketing is a direct and prevalent focus in CMI’s latest report, which helps leaders and practitioners in the field understand how their peers are reacting and adapting to a disruptive global event.

B2B Content Marketing in the Age of COVID-19

You can find the full report here, but today I’ll share five particular stats and insights that struck me as noteworthy in the 11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends … Read more

Win B2B Influence
Today we live in an age of information overload where the speed of content discovery and the variety of options for media consumption across connected devices presents new challenges for B2B brands and buyers alike.

The natural response for buyers is to filter their choices and focus those few sources which are most trusted, credible and meaningful. For brands that want to differentiate and even dominate in their category, becoming known as “the best answer” for their domain of expertise will have enormous impact.

The challenge of increased digital sophistication brings an opportunity: businesses can differentiate and capture market attention by growing their authority and influence.

Content is a top priority for brands.
Numerous research studies continue to support the fact that content marketing is a top priority for marketers but there are also some challenges; companies find it difficult to produce enough content, as well as create … Read more