The Role of Content: Is Building Awareness & Driving Conversion Enough?

Lee Odden, Founder and CEO of TopRank Marketing, a B2B digital marketing agency, talks about how a customer-empathy-focused approach, building authenticity, and maintaining credibility can do more than convert prospects to sales. He suggests content can also be used to create anticipation, increase customer retention, and inspire advocacy—things that are far more important for long term company survival. In its efforts to improve its own marketing, TopRank developed tools which led to new lines of service when customers said, "We want that thing that you're doing for yourself for our tech company."

TopRank develops B2B influencer marketing services and integrated content marketing solutions for other marketers as well as tech, healthcare, and other professional services industries, and has an impressive client list that includes: LinkedIn, 3M, SAP, Dell, and McKessen

Lee, an active speaker in the industry, will be in Montreal June 13th for a content marketing conference; in Mumbai on June 28 for the Indian Digital Marketing Awards and Conference, and in Minneapolis on July 25 for another conference.

See Lee at this year's September 4-7, 2018, Content Marketing World Conference and Expo https://www.contentmarketingworld.com/ in Cleveland, OH: 1. On September 4, 2018, Lee will lead "Rocket Science Simplified: How to Optimize, Socialize, and Publicize B2B Content," a workshop on how companies can more effectively promote and repurpose their content to increase ROI: 2. On September 5, 2018: Lee will present "The Confluence Equation: How Content and Influencers Drive B2B Marketing Success," a seminar on enterprise B2B influencer marketing.

Author of Optimize, Lee has published TopRank's Online Marketing Blog for 10 years, the only blog that has been ranked as the #1 content marketing blog three times by Content Marketing Institute.

Lee can be reached on his agency's website at: toprankmarketing.com, through the agency blog at: toprankblog.com, on "the Twitter" @leeodden or on LinkedIn.