192: Make content the cornerstone of your strategy, with TopRank Marketing

Today I'm super excited to welcome TopRank Marketing, a business that has earned a reputation as a first-choice digital marketing agency for major brands including McKesson, Dell and LinkedIn. Serving companies in the B2B technology, healthcare and servtopices industries, as well as B2C companies operating online, over the past 20 years they've developed some tried and tested insights and methodologies for tackling the most difficult digital marketing and PR challenges. Established back in 2001, TopRank's talented team of smart, creative and results-focused digital marketing professionals, work alongside their clients to achieve common goals and solve business challenges. Through a combination of content marketing, SEO, influencer marketing and social media marketing expertise, they deliver impressive results. Today Susan Misukanis, Founder and President at TopRank Marketing, joins me to chat all about what TopRank do, how B2B marketing has changed, why it's so important, and what the future is going to bring for the industry.   IN THIS EPISODE WE DISCUSS: [07.09] Susan's background and how she came to found TopRank Marketing 20 years ago. [09.03] A closer look at TopRank, what they do and how they help their customers. "Our focus is to help B2B clients to guide their buying customer's journey." [11.46] How marketing has changed over the years, particularly in the B2B space. [15.41] A closer look at B2B influencer campaigns: what are they and what are the benefits you could see from running them. "You can beat your chest and say 'my product is the best.' Or, you could partner with smart thinkers like influencers and bring visionary stories to the market to increase your reach to a wider audience." [20.55] Embracing change and the mindset you need to harness the power of marketing. "The change is not that profound! It doesn't have to be scary, just stick to the fundamentals." [22.26] The ups and downs of businesses investment in, and approach towards, marketing. [26.00] Susan's words of advice for developing a strong marketing strategy. "Any kind of business has a profound story. It's how you perceive what you do and make your story profound – be deliberate about how you craft that story. " [28.31] Why TopRank's ideal client is more about mindset than size. [31.36] TopRank's perspective on success and how they work with clients to deliver personalized results. [34.30] Susan's reflections on what the future might hold for B2B marketing. [37.08] The future for TopRank Marketing.   RESOURCES AND LINKS MENTIONED: Head over to TopRank Marketing's website to find out more and discover how they could help you too. Connect with Susan on LinkedIn and follow TopRank on LinkedIn too. Check out our other podcasts HERE.