Ashley Zeckman

Ashley Zeckman

About Ashley Zeckman

Ashley Zeckman is the Director of Agency Marketing for TopRank Online Marketing. In addition to finding innovative ways to showcase the exceptional work of her team, she is also responsible for creating digital marketing programs that drive customer acquisition and growth for the agency. Her background includes expertise in everything from content marketing strategy to branding, account management and social media.

Outside of her role at TopRank Online Marketing, Ashley prides herself on being a great home chef, painter, prankster and dog mom.

Ashley Zeckman

Book Review & Interview: Content Inc. by Joe Pulizzi

Ashley Zeckman on Aug 27th, 2015     Book Reviews, Content Marketing, Online Marketing

Joe-Pulizzi-Content-Inc-Book-Review

The Godfather of Content Marketing has struck gold again. Content Marketing Institute founder Joe Pulizzi has a new book that will hit shelves and Amazon carts this September.

His newest book, Content Inc.: How Entrepreneurs Use Content to Build Massive Audiences and Create Radically Successful Businesses is a delightful blend of inspiration from Joe’s personal experiences building Content Marketing Institute and advice businesses can follow to create an actionable content business model.

Content Inc. takes readers down the logical path from starting their journey, to monetization and creating next-level content.

When the Godfather releases a new piece of content it is always worth a read. If you don’t, you may have to answer to his loyal base of subscribers and followers. Below are some highlights of Content Inc. as well as an exclusive interview with Joe on his new book.

Ashley Zeckman

3 Examples of How Partnering with Influencers on Content Creates a Winning Combination

Ashley Zeckman on Aug 26th, 2015     Content Marketing, Influencer Marketing, Online Marketing

Collaborate-with-influencers

“Influencer Marketing” is a phrase that has gained momentum over the past few years. It seems that everywhere you turn, marketers are telling you that you need to incorporate influencers as part of your integrated digital marketing strategy. But the question is, does it really work?

Many companies may not have the staff or resources to run a full-fledged influencer marketing strategy, but that doesn’t mean you can’t begin dabbling in influencer marketing campaigns to help meet marketing and business objectives. A successful approach to influencer marketing provides value for both the company, and the influencers that participate. 

One ripe opportunity for building awareness and integrating influencer marketing into your marketing mix is to use it as a means to help promote events. 

Below are three stories of how TopRank Marketing helped three companies incorporate content and influencer marketing to create a winning combination for event promotion.

Ashley Zeckman

The Future of Content Marketing: Integration, Optimization and Participation

Ashley Zeckman on Aug 24th, 2015     Content Marketing, Content Marketing World, Online Marketing

lee-odden-participation-marketing-quote

In 2015 the world celebrated the 126th birthday of Paris’ iconic Eiffel Tower. This important piece of history is comprised of over 18,000 individual pieces and was built by nearly 300 people participating in the project.

Developing content for content marketing programs can be approached with a similarly participative framework and in a way that satisfies some marketers’ top needs. According to Altimeter Group, 60% of surveyed marketers said that content creation was a top need while 53% named distribution. That means it’s time for organizations to begin looking outside of their marketing teams for content co-creation partners and to improve content promotion at the same time.

But how does an optimized, socialized and co-created content program work?

Ashley Zeckman

25 Inspiring & Actionable Content Marketing Tips For (Almost) Any Situation

Ashley Zeckman on Aug 20th, 2015     Online Marketing

do-something-awesome-today

The dreaded content marketing rut, we’ve all been there. Everyone from copywriter to CMO has experienced content marketing fatigue at one point or another. Sometimes it feels like no matter how hard you try you can’t quite seem to:

  • Create enough content
  • Get the engagement you need
  • Find interesting ways to innovate

Don’t worry, you’re not alone. Recent research has found that, 70% of B2B marketers are creating more content than they were a year ago and 54% find producing engaging content to be a challenge.

If only there were a list of tips that you could reference from time to time when you need a content marketing pick-me-up.

Well, look at what we have here! Keep this list of 25 content marketing tips handy for whenever the need strikes.

Ashley Zeckman

Learn How to Harness the Power of Millennial Employees

Ashley Zeckman on Aug 18th, 2015     Online Marketing

Group-of-professional-millinials

The dynamic in today’s workforce has changed, and some employers aren’t quite sure how to handle the shift. Millennials are different than any generation that has come before them and sometimes get a bad rap in the professional world.

As a millennial myself (yes, 1985 makes the cut), I can confidently say that we are a largely misunderstood generation. Drive is often mistaken for entitlement, and savviness mistaken for pompousness. While there are undoubtedly some millennials that have been protected from the harsh realities of life, the vast majority do not fall into that category. We’ve grown up with technology at our fingertips, move at a quick pace and learn differently than the generations preceding us.

Ashley Zeckman

4 Digital Marketing Investments All Companies Should Be Making Now

Ashley Zeckman on Aug 11th, 2015     Digital Marketing, Online Marketing

DIGITAL-MARKETING-INVESTMENTS

It’s safe to say that not one company is sitting around scratching their head saying “I have all of this marketing budget to spare, what can I spend it on?”. Budgets are tight, and marketing budgets are often the first to feel the pain of cuts.

Traditional marketing tactics often come at a high price, and it can be difficult to track return. Alternatively, the vast array of digital marketing tactics evolve frequently and can quickly become overwhelming.

Each year, companies are investing more and more in digital marketing. In fact, Econsultancy found that 77% of marketers were planning on increasing digital marketing budgets in 2015. But the question on many marketers’ minds is: Where exactly should these digital marketing funds be invested?

Ashley Zeckman

5 Elements of a Successful Email Based Lead Nurturing Program

Ashley Zeckman on Aug 6th, 2015     Email Marketing

email lead nurturing

Today more than ever, sales needs marketing’s help. Busy customers are making traditional sales methods less and less effective. Sales metrics that once had sales teams fist pumping around the office in success, are making for discouraged sales teams.

In fact, B2B sales prospects often go through 57% of the sales process before even talking to a sales team. The modern buyer educates themselves by reading blogs, downloading white papers and signing up to receive more information.

That means that the chances of catching them on the phone is highly unlikely. According to a past study from MarketingSherpa, 79% of marketing leads never convert into sales. Lack of lead nurturing is the common cause of this poor performance.

Ashley Zeckman

4 Signs That You Belong at a Digital Marketing Agency

Ashley Zeckman on Aug 5th, 2015     Digital Marketing, TopRank Agency News

digital marketing agency career

Think back to when you were a child, teenager or young adult. When someone asked you “What do you want to be?”, how did you respond? Scientist, superhero, actor or rockstar may come to mind for many of you.

When I was younger, I always knew that I wanted to do something creative. As a child I drove my parents crazy coming up with new ways to create art, often out of things that weren’t art supplies. It didn’t matter if I was sewing clothes for my dolls or painting a “masterpiece”, I loved art.

Ashley Zeckman

The Mortified Marketer: 8 Lessons To Help Evolve Your Content Marketing Strategy

Ashley Zeckman on Aug 4th, 2015     Blogging, Content Marketing, Online Marketing

The Mortified Content Marketer

Blogging, Day 1
Dear Diary,
Today I wrote my first blog post. Everyone is going to love it! I am going to blog every day.

Blogging, Day 10
Dear Diary,
I can’t think of anything to write. I’ve published one post, and the only person that read it was my mom.

The format above may sound familiar if you’ve ever heard the Mortified podcast (if you haven’t tuned in, you’re really missing out). In this podcast, adults get on stage and read passages from their journals, plays or fan fiction, all penned when they were children or teenagers.

Their understanding of how the world works (and their place in it) has vastly evolved from the time they wrote these entries, to the time they read them on stage.

Ashley Zeckman

4 Time Management Tips for Social Media Managers

Ashley Zeckman on Jul 30th, 2015     Social Media

social media time management tips

It seems that a social media manager’s job is never done. It doesn’t matter what time of day or day of week you’re in, there’s always more to do. Social media moves at an astronomical pace, and it can be hard to keep up.

In fact, research has found that the top two barriers impeding adoption of social business within organizations are lack of overall strategy and competing priorities.

Raise your hand if the scenario below sounds familiar:

A Day in the Life of a Social Media Manager

6am – 12pm

  • Check company social media notifications before you even roll out of bed.
  • Quickly respond to any messages or tweets
  • Sneakily check for brand mentions as you’re stuck in traffic
Ashley Zeckman

What You Need to Know About Playing High Stakes Content Marketing

Ashley Zeckman on Jul 28th, 2015     Online Marketing

HIGH-STAKES-CONTENT-MARKETING

The game of poker is filled with many complexities, opportunities and luck of the draw. Content marketing follows a similar theme and can lead to big winnings or high losses.

If you want to be a key player in the content marketing game, it’s time to up the ante. In 2015, only 30% of B2B marketers believe that their content marketing initiatives are successful. With the overwhelming amount of content created these days, the stakes are high and competition is fierce.

What can you do to walk away from the table better off than what you started? It’s all about playing the game the right way.

Plan for the Buy-In

plan-for-the-buy-in

Ashley Zeckman

Why Collecting Customer Information & Listening to Feedback Can Make You a Better Marketer

Ashley Zeckman on Jul 27th, 2015     Digital Marketing, Online Marketing

Collect Customer Feedback for Marketing

It can be so easy to find yourself drooling over the prospect bringing in new customers. Unfortunately, this can mean that current and previous customers are overlooked.

Current customers are a goldmine of information that can be used to draw in new customers. In 2013, Nielson found that 68% of people trust online opinions from other consumers. Did you notice that the study didn’t say that consumers trust “marketers”, instead it mentioned “other consumers”.

We often talk about executing all digital marketing tactics with customers in mind. Sometimes we fall into the trap of focusing strictly on creating customer personas (they do have their place) and deciding as a marketing team what our customers need and want.