Ashley Zeckman

Ashley Zeckman

About Ashley Zeckman

Ashley Zeckman is the Director of Agency Marketing for TopRank 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

Lee Odden Demystifies the Confluence Equation to Help Marketers Get Better Results

Ashley Zeckman on Mar 5th, 2018     Content Marketing, Influencer Marketing, Social Media Marketing World

Influencer marketing is not a new concept. Public relations professionals, journalists and forward-thinking marketers have been executing some form of influencer marketing for decades.

While that may be the case, times have changed.

The expectation for influencer content marketing has evolved, which means consumers have higher expectations and the influencers themselves are more particular about who they partner with. However, our Influence 2.0 report with Altimeter Group and Traackr found that 57% of marketers say influencer marketing will be integrated in all marketing activities in the next 3 years.

Last week at Social Media Marketing World, TopRank Marketing CEO Lee Odden took the stage to help marketers transition influencer marketing from something they’d like to do, to something they can execute strategically.

Ashley Zeckman

7 Down & Dirty Ways Brands Can Collaborate with Fans to Create Amazing Content #SMMW18

Ashley Zeckman on Mar 1st, 2018     Content Marketing, Social Media Marketing World

“So much time and so little content to create.” – Said no one ever

Let’s face it marketers, creating a quantity of quality content isn’t easy. Even more so, creating a quantity of quality content that your audience cares about is even more difficult.

So, when you don’t have an unlimited budget or execution resources, what can you do?

One way to create more impactful content, is to encourage and support the creation of user generated content (UGC).

But does it really work? According to TapInfluence, 92% of consumers turn to people they know for referrals above any other source. Additionally, 88% of consumers trust online reviews written by other consumers as much as they trust recommendations from their personal contacts.

Ashley Zeckman

New Year, New Outlook: TopRank Marketing’s 2018 Integrated Digital Marketing Predictions

Ashley Zeckman on Jan 22nd, 2018     Digital Marketing, TopRank Agency News

The new year is barely underway and already we’re already seeing significant shifts in digital marketing.

Facebook recently announced their decision to favor friends over brands in news feeds and YouTube has tightened the reins on what channels can be monetized. And this is just within the first few weeks of the year.

Undoubtedly, digital marketing tactics like content marketing, SEO, paid, influencer marketing and social media will all face changes in the coming year. Some of which we’ll be able to predict, and some of which we won’t.

However, today’s best marketers know that individual marketing tactics do not stand alone. Which means that integrated, “best answer” digital marketing strategies will reign supreme. That is why instead of focusing our team’s predictions on how individual tactics will evolve in 2018, we’ve uncovered how the role of each tactic will change as part of the overall digital marketing mix.

Ashley Zeckman

Content Conversations: Content Marketing Predictions for 2018

Ashley Zeckman on Dec 14th, 2017     Content Marketing, Digital Marketing, Online Marketing

Last year around this time, we reached out to a series of content experts (many of which are included in this post), to ask them for their top content prediction for 2017. By and large, the explosion of video content was a top prediction and rang true this year.

We also received predictions related to the mistrust of news sources (#FakeNews anyone?), the need for restructure within marketing departments as content marketing roles become more defined and the necessity for a defined content marketing strategy.

And while each of these predictions were spot on (or very close to what we’ve experienced this year), some of them were very aspirational. This year, content marketers have been through alot. They’ve had to do even more with less, focus even more on marketing performance and try to navigate a very saturated marketplace.

Ashley Zeckman

Content Conversations: How to Hit the Ground Running with Content Marketing in 2018

Ashley Zeckman on Nov 29th, 2017     Content Marketing, Digital Marketing

We are in the final stretch of 2017 which means 2018 will be here before we know it. And unfortunately, Q2 will be here in the blink of an eye.

All too often we spend weeks or even months creating a content strategy, and quickly find that by the middle of March, we’ve already abandon our best laid plans. Instead, we should be spending our efforts developing a plan that is tied to a core group of objectives that we can reference as soon as it feels like things may be getting off track.

Ashley Zeckman

The TopRank Marketing Team Reflects & Gives Thanks

Ashley Zeckman     Digital Marketing, TopRank Agency News

Today is a day that has become a cornerstone of American tradition and many of you are preparing for a day of fun and feasting with your love ones.

Every family has their own Thanksgiving traditions. For many families, you spend the day cooking, eating, conversing and eating some more. Others (like myself) take a more non-traditional approach and host a Friendsgiving with no turkey (don’t worry, there is prime rib).

The team at TopRank Marketing has our own Thanksgiving tradition which includes asking our team members to share thanks on a specific topic each year. Last year we shared why we were thankful for our clients and the year before we focused on why we were thankful for our team members.

This year, we decided to focus on what we are most thankful for in our career and what we’ve learned in our time at TopRank Marketing.

Ashley Zeckman

Content Conversations: Top Content Marketing Lessons Learned in 2017

Ashley Zeckman     Content Marketing, Digital Marketing

One of the best ways to improve your skills as a content marketer is to learn from the successes and failures of other marketers. And as we near the end of 2017, many marketers are reflecting on what has (and hasn’t) worked in the past year and looking to what this means for content goals and plans for the coming year.

It doesn’t matter if you are a team of one or a team of one hundred, outside insights can be incredibly valuable for improving your approach to content marketing.

Since we know you’re likely busy working, wrapping up 2017 and planning for 2018, we’re here to help. Recently we had the chance to sit down (or stand up?) for some great content conversations with some of today’s top marketers.

Below you’ll find their top content lessons learned in 2017 as well as how you can apply these insights to your own content marketing approach.

Ashley Zeckman

Making B2B Marketing Gold: A Look Back at MarketingProfs B2B Marketing Forum #MPB2B

Ashley Zeckman     Online Marketing

Image via MarketingProfs

To open up the 2017 MarketingProfs B2B Marketing Forum, Chief Content Officer Ann Handley shared a challenge for attendees to keep top of mind while at the conference (in addition to tap dancing, but more about that later):

#1 – Find Your Squad

This has been a running theme for the B2B Marketing Forum for as long as I can remember. Because the conference is capped at around 1,000 attendees, you actually have the opportunity to run into some familiar faces during the conference.

Even if you traveled to the event with members of your own team, it’s important to make the effort to meet new people, “your people”. I’ve been lucky to meet some really amazing people at conferences and continue to be in contact with many of them to this day.

Ashley Zeckman

If You Only Had $1k to Invest in Content Marketing, How Would You Spend it?

Budget is always top of mind for content marketers, but especially this time of year. In order to get even close to the budget that you want or need, you have to justify the spend.

Unfortunately, we’ve been ineffective at content for a while. But the question is, can we change the narrative?

In his presentation last week at the MarketingProfs B2B Marketing Forum, GE Digital’s Chris Moody gave the audience insights into why we’re ineffective, and what we can do to improve, without having to spend a significant amount of money.

Where Are We Failing?

While approach and hurdles will vary from brand to brand, there are three key reasons that content marketing isn’t working today. Below are three stats that paint a very clear picture of where we’re going wrong:

Ashley Zeckman

Must-See Sessions & Top Tips for Finding Your Squad at #MPB2B

Ashley Zeckman     B2B Marketing, MarketingProfs B2B Forum

For some people the happiest place on earth is Disneyland, for me, it’s the annual MarketingProfs B2B Marketing Forum in Boston.

Last week, I ran a poll on Twitter to see what people were looking forward to most at the B2B Marketing Forum, and while many are interested in learning new B2B tactics and meeting other smart marketers (smarketers?), the vast majority are excited to see what Ann Handley has in store for this year’s conference.

There are two things that make this conference one of my favorites:

  1. The content is amazing.
  2. The people are amazing.
Ashley Zeckman

2018 B2B Content Marketing Report Indicates Marketers are Finding Content Marketing Success

Ashley Zeckman     Content Marketing, Digital Marketing

As a community, content marketers have experienced some significant ups and downs over the years. For every step forward we take toward content success, it sometimes seems like we take a couple backwards.

But perhaps, this will be the year that changes.

Content Marketing Institute and MarketingProfs just released their annual report–The 2018 B2B Content Marketing Benchmarks, Budgets and Trends.

We’ve come to rely on this report to be a definitive content marketing guide of sorts that provides a finger on the pulse of our industry and shows how we align (or don’t) with our content marketing peers.

In order to move forward, we have to know where we are today, including what is working and what is not. Below are what I consider to be some of the top learnings from the report.

Ashley Zeckman

Top Insights, Takeaways & Favorite Moments from #SocialBrand17

For the past six years Nick Westergaard has brought speakers from around the United States to the good people of Iowa for his annual Social Brand Forum.

This event has drawn speakers like Lee Odden, Ann Handley, Joe Pulizzi, Jay Baer, Tim Washer, Scott Monty, Mitch Joel, Chris Brogan and many more!

This year, I was lucky to join some amazing speakers including Robert Rose, Melissa Agnes, Jason Falls and Marcus Sheridan as one of the speakers at this premiere Midwest event.

Since I know that many of you weren’t able to attend this awesome event, I’ve taken the liberty of pulling some of my favorite takeaways and moments from #SocialBrand17.

Nick Westergaard – The Man Who Made it All Happen