Ashley Zeckman

Ashley Zeckman

B2B Content Marketing Playbook: Tips to Prepare You for the Big Content Game

Ashley Zeckman on May 21st, 2015     B2B Marketing, Content Marketing

B2B-CONTENT-PLAYBOOK

The 2015 B2B Marketing Report from Content Marketing Institute and MarketingProfs sheds a pretty bright light on the true state of B2B content marketing. While 86% of B2B marketers are using content marketing, only 8% rate their content marketing efforts as “very effective”. It’s not so different than teams participating in sports like football. Sure, everyone is playing, but who is actually really good at it?

Fundamental blocking and tackling are key for a winning football game. The same can be said for implementing a successful B2B content marketing program: mastery of the fundamentals is essential. With B2B content creation in particular, marketers must be prepared for everything from understanding the voice of the customer to developing the right mix of content assets.

Ashley Zeckman

Content Marketing Rescue: 4 Tips for Saving Your Brand’s Content Marketing Strategy

Ashley Zeckman on May 11th, 2015     Content Marketing, Digital Marketing

TR CM Rescue 2

Sometimes it takes an outsider’s perspective to give us the reality check we need when it comes Content Marketing strategy.

Popular shows such as Bar Rescue, Restaurant Impossible and Kitchen Nightmares feature industry experts that come into a business, determine the issues hindering success and help the business turn it all around.

When you boil it down, brand-side Content Marketers are facing many of the same issues as these failing bars and restaurants. It often doesn’t matter if you’re a team of one or twenty, sometimes it’s time to bring in the experts. Budget, time and resources can often hinder a brand’s ability to call in for the big guns. Luckily, we’re here to help give some tough love and sound advice for brand marketers looking to revive their Content Marketing strategy. Of the many things you need to keep in mind, here are four high level priorities.

Ashley Zeckman

Success Story: Jolina Pettice Promoted to TopRank Marketing Vice President

Ashley Zeckman on May 7th, 2015     Interviews, TopRank Agency News

Jolina Pettice

Note from Lee: My partner Susan Misukanis and I are thrilled to announce that Jolina Pettice has been promoted to Vice President at TopRank Online Marketing!

For nearly 10 years Jolina has helped TopRank Marketing clients and her consulting team achieve success through her fearless leadership, passion for digital marketing and an uncanny ability to “get sh*t done”. Few things are more satisfying to me than seeing smart, creative and results-focused professionals rewarded for their contributions and empowered to grow even more.

TopRank Marketing is on the cusp of some of the most exciting growth we’ve ever experienced in our 14 years in business and I am proud to see Jolina leading the way. Congratulations Jolina!  To learn more about Jolina, read on for Ashley’s interview with her:

Ashley Zeckman

Check Your Pulse: 4 Video Marketing Tips for Healthcare Companies

Ashley Zeckman on May 6th, 2015     Video

Healthcare Video Marketing

Healthcare marketers are responsible for attracting new customers, building trust and converting prospects into new customers. While following content marketing and SEO best practices can put you a step ahead of the rest, there is another opportunity that you may not have considered.

As far back as 2010, Pew Research found that approximately 80% of internet users have searched for information online about health topics, and 25% of all internet users have watched an online video about health or medical issues.

Could video marketing be part of the solution? Consumers buy from people that they like and trust, especially when it comes to their health. What better way to connect with your audience in a meaningful way than through video marketing that they can relate to?

Ashley Zeckman

Book Review & Interview: Social Content Marketing for Entrepreneurs by Dr. Jim Barry

Ashley Zeckman on May 5th, 2015     Book Reviews, Content Marketing

Social Content Marketing Book Review

How many times have you wished that someone would create a textbook filled with why’s and how to’s of digital marketing? If you’re like me, the answer to that is “Too many times to count!”.

Let’s face it, the work that we do and how we do it evolves so quickly it can be hard to keep up. Unfortunately, that leaves room for us to get swept up in “shiny object syndrome” and lose sight of what is really important; creating quality content that resonates with your audience and helps solve a business problem.

Dr. Jim Barry’s new book, “Social Content Marketing for Entrepreneurs” helps marketers realign their focus to some of the most impactful inbound marketing strategies.

Ashley Zeckman

Infographic: 14 Online Marketing Tips to Improve Design, Content & Conversions

Ashley Zeckman on Apr 30th, 2015     Online Marketing, Other Events

Winning With Authority Infographic Header

A trusted resource can be a friend, colleague or industry expert and we may turn to them from time-to-time for guidance.

Today’s online marketing landscape is crowded with advice from marketers that may have the power to influence you, but not necessarily the authority to give you sage advice.

In our eBook “Winning with Authority – 15 Experts on Integrated Online Marketing”, we pulled together advice from trusted thought leaders in the marketing field. Now we present you an infographic with even more insights from the industry experts that will be presenting at the upcoming Copyblogger Authority Rainmaker conference.

Ashley Zeckman

Behind the Curtain: 4 Tips for Creating Landing Pages That Convert

Ashley Zeckman on Apr 29th, 2015     Digital Marketing, Online Marketing

Behind the Curtain

 

Landing pages are still somewhat of a mystery to many marketers. In theory they sound simple, but it may feel like there are secrets or some mystic formula that has to be cracked in order to be successful.

Now you not only need a website that is filled with stellar content and optimized for conversion, but you must also create landing pages for different marketing tactics. The question is, how effective are they really?

According to Marketing Sherpa, 64% of marketers say that landing pages are the most effective way to test value proposition. Additionally, they’ve found that 48% of marketers build a new landing page for each marketing campaign.

Ashley Zeckman

4 Essential Tips for Content Marketers to Survive Mobilegeddon, Google’s Mobile Friendly Update

Ashley Zeckman on Apr 23rd, 2015     Content Marketing, Mobile, Online Marketing

Accessing content on mobile device

Internet users are spending more time than ever on their smartphones, which means Content Marketers must adjust their strategies to create a better user experience for those drawn to the small screen.

The release of Google’s new mobile-friendly update, aka “mobilegeddon”, has drawn a firestorm of attention to the need for improving website responsiveness and user experience on mobile devices.

There’s a good reason for this: A recent study by ComScore and Millennial Media found that approximately 56% of digital content is now consumed via smartphones. Knowing that a large portion of your audience likely searches, consumes and interacts with content on their mobile device should inform how you execute on your Content Marketing initiatives.

The good news is, despite the apocalyptic headlines on many blogs, Google has stated that the new mobile-friendly update only affects:

Ashley Zeckman

Rejoining TopRank Marketing: 5 Career Lessons That Brought Me Back

Ashley Zeckman on Apr 22nd, 2015     Online Marketing

Team TopRank Marketing

Note from Lee: I am happy to welcome back, Ashley Zeckman to the TopRank Online Marketing team as our new Director of Agency Marketing!

One of the most exciting parts of life is uncertainty. You never really know where the decisions that you make will lead you. Sure, you have a rough idea of where you may end up but there are always unforeseen factors outside your control.

In my first stint at TopRank Marketing, I was the agency Marketing Manager. This was a unique and very creative position that allowed me to work closely with our CEO Lee Odden. In that time, In that time I focused on being a sponge and soaking up as much as I could from the years of digital marketing knowledge contained within the walls of the TopRank office.

Ashley Zeckman

Feeling Lost In LinkedIn? 5 Elements of An Optimized LinkedIn Profile

Ashley Zeckman     LinkedIn, Online Marketing, Social Media

5 Elements LinkedinLinkedIn has quickly achieved top status as “the” business to business social networking destination.  In fact, less than two years after going public, LinkedIn’s value has risen from $4 billion to over $18 billion.

Not only has LinkedIn’s value increased significantly, but their capabilities and engagement have as well.  The same Wall Street Journal article that included the valuation above also shared the following insight:

  • In the most recent quarter LinkedIn’s page views have risen 67%
  • LinkedIn’s new “content” features include news aggregation and hosting of expert blog posts

If your company hasn’t quite figured out the secret sauce needed to really make your executives’ LinkedIn profiles shine or how to make meaningful connections, you’re in luck.  Whether you want to increase your brand or individual online visibility, this post shares insights into the 5 elements of an optimized LinkedIn profile.  

Ashley Zeckman

2013 Oscars: The Best & Worst Dressed Social Media Marketing Moments

Ashley Zeckman     Online Marketing, Social Media

The red carpetIf you are like most Americans, Sunday night was spent in front of the television watching Seth McFarland sing songs that ran much too long and make awkward jokes.  I was actually one of the few that did not watch the Oscars (I don’t have the attention span) but I did follow the buzz online.

As an online marketer, it’s always interesting to see how companies take advantage of events such as the Super Bowl, Oscars, Grammy’s, etc.  Many viewers are just as interested in seeing the glamorous outfits and train wrecks which can all be found on the red carpet.  Similarly, there were a select number of companies that successfully carried off an integrated Oscars marketing campaign, as well as some that just didn’t hit the mark.  Below you’ll find what I consider to be the best and worst “dressed” social media marketing moments from the Oscars.