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

5 Impactful Digital Marketing Takeaways from MNSearch Summit

Ashley Zeckman on Jul 2nd, 2015     Digital Marketing, Marketing PR Conferences

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In order to be an effective digital marketer, it’s imperative that you understand the role that search plays in all of your marketing initiatives. The search landscape is quickly evolving and sometimes what you need is a helping hand from some industry experts to set you down the path to success.

Amazingly, that is just what we experienced at this years MNSearch Summit. Alexis Hall, Evan Prokop, Joel Carlson, Kat Steiner and I took a leap across the river into St. Paul Minnesota for a day filled with actionable information that can be used to improve any digital marketing program.

If you were not able to attend, or maybe didn’t get to see all of the sessions that you would have liked, we’ve provided a helpful roundup of 5 of the takeaways that we believed were most impactful for digital marketers.

Ashley Zeckman

Engage More Customers By Becoming a Content Marketing Sommelier

Ashley Zeckman on Jul 1st, 2015     Content Marketing, Online Marketing

content marketing sommelia

A sommelier is known for having extensive knowledge about wines, and how to complement the sensory experience of each type with perfect food pairings. Many train for years in hopes of finally becoming a Master Sommelier.

When embarking on a content marketing initiative, it’s important to know how to maximize the sensory experience of your content. A Master Content Marketing Sommelier knows what will best engage their customers, be it a complex, full-bodied blog post or a light, crisp infographic.

Demand Metric found that content marketing generates 3 times as many leads as traditional outbound marketing but costs 62% less. This means marketers have a ripe opportunity to create content that expertly meets the needs of their audience.

Below are 6 tips to help you become a sommelier of content marketing.

Ashley Zeckman

#CMWorld Infographic: 12 Marketing Box-Office Titans Share Tips For Creating Blockbuster Content Marketing

Ashley Zeckman on Jun 29th, 2015     Online Marketing

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There’s a special kind of magic to behind-the-scenes photos from movie sets. You can see how a team of special effects wizards transforms a toy model into a spaceship hurtling towards an alien planet, or a lifeless doll into a skyscraper-climbing giant gorilla. Knowing how the trick is done somehow makes the finished product even more satisfying. That’s especially true if you’re a kid with a camera trying to bring your own dreams to the silver screen.

In the newest eBook series co-produced by TopRank Marketing and Content Marketing Institute, we asked content marketing wizards to take us behind-the-scenes and show us how they make their own brand of magic. Their advice is inspiring to anyone who wants to create great content that connects with an audience.

Ashley Zeckman

Silverpop’s Loren McDonald Discusses 4 Top Email Marketing Trends – #MNSummit

Ashley Zeckman on Jun 26th, 2015     Email Marketing

Loren Mcdonald“Good morning Mumbai! Wait, I’m in Minnesota.”

Loren McDonald, VP of Industry Relations for Silverpop has been on a worldwide tour travelling from India to London and finally here to the Midwest. Loren was not shy about admitting that he feels a bit like a fish out of water, he’s an email-marketing guy, surrounded by search marketers at MNSearch Summit.

In Loren’s compelling presentation we found out why email still rocks, the difference between smartphone and tablet users and creating actionable data. Below are some of the highlights:

Trend #1 – Email Still Rocks

According to a recent study by Marketing Sherpa, 7 in 10 consumers have made a purchase influenced by email marketing. There is no denying that email is still very much alive, and has a significant impact on purchasing decisions.

Ashley Zeckman

Marketing Superstars Tell All: Measuring Content Marketing Box Office Success

Ashley Zeckman on Jun 22nd, 2015     Content Marketing, Content Marketing World

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“Show me the money. Show me the money!” – Jerry Maguire

In the summer of 2010, the Internet was abuzz about the upcoming movie Scott Pilgrim Vs. the World. It was based on a comic book with a rabid cult following and directed by the indie darling behind Sean of the Dead and Hot Fuzz. When the movie was released, the buzz intensified, dominating social media for its opening weekend. By almost every measurement, it was a blockbuster success. Unfortunately for the film, the one metric it missed was number of tickets sold. Scott Pilgrim was very good at generating excitement, but failed to deliver on the one metric that mattered.

Ashley Zeckman

13 Experts Discuss Making Content Marketing the Star of Your Marketing

Ashley Zeckman on Jun 15th, 2015     Content Marketing, Content Marketing World, Online Marketing

CMW-The-Star-of-Your-Marketing-eBook

“Personality is the glitter that sends your little gleam across the footlights and the orchestra pit into that big black space where the audience is.” –Mae West

We may not know the names of actors like Sylvester Stallone, Mel Gibson and Jon Heder if it were not for their breakout roles in movies like Rocky, Mad Max and Napoleon Dynamite. Not only did these movies serve as a launching pad for major acting careers, but they also have something else in common. They were all low budget films that ended up being a phenomenal success.

Ashley Zeckman

13 Marketing Stars Show The Big Picture of Content Marketing Strategy

Ashley Zeckman on Jun 8th, 2015     Content Marketing, Content Marketing World

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“Nothing is impossible. The word itself says, ‘I’m possible!’” –Audrey Hepburn

Content marketing can quickly become a whirlwind of creation, promotion and evolution of tactics. New platforms are constantly popping up and directives can change at the top of a hat. So, it’s no surprise when content campaigns become disorganized and lose focus.

If your content marketing isn’t having the impact it could, you’re not alone: Only 37% of B2C and 38% of B2B marketers say their content marketing is effective.

If you are in the vast majority of marketers who aren’t sure their performance is Oscar-worthy, the Content Marketing Institute is here to help with a dose of old-school Hollywood magic.

Ashley Zeckman

The Digital Marketer’s Mobile Optimization Checklist

Ashley Zeckman on Jun 2nd, 2015     Mobile, Online Marketing

mobile-checklist

Every good marketer knows that one of the key elements to success is making it as easy as possible for your audience to consume and share information. Part of creating ease of use is keeping in mind where and how your audience is spending their time.

What degree of success do you think a marketer would have if they were to plaster flyers at every Red Robin around the country, when the vast majority of their customers eat at In-N-Out in California?

So now we’re all hungry, but what does this have to do with mobile optimization? I hate to be the one to tell you, but mobile internet usage is something we need to be strategizing for now, not in the future.

Ashley Zeckman

5 Ways to Woo Your B2B Social Media Audience & 3 Brands That Are Doing it Well

Ashley Zeckman on Jun 1st, 2015     B2B Marketing, Online Marketing, Social Media

 

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Have you ever been in a relationship where one partner wanted more, and the other was hesitant to take the next step?

Many B2B marketers are facing a similar roadblock. They’re ready to ask social media followers to “marry” them, but some of those followers are beginning to question why they liked the brand in the first place.

A recent study found that only 20% of CMOs are using social media for engagement. Two thirds of CMOs also report that they’re not ready to cope with social media.

Ashley Zeckman

New Report Reveals the True Impact of Social Media Marketing for Business

Ashley Zeckman on May 28th, 2015     Online Marketing, Social Media

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The way social networks have impacted our personal and professional lives is far greater than most of us could have anticipated. While we were battling with our friends over getting cut from their top friends list on their Myspace profile, we couldn’t have imagined the impact of social media today. The evolution of social networks in the past 10 or even 5 years has been truly remarkable.

Social Media Examiner’s 2015 Social Media Marketing Industry Report holds valuable insight into how marketers are incorporating social media, how much time they’re spending and what is on the horizon.

With  92% of marketers reporting that social media is important to their business, it’s clear that marketers believe social media holds weight, but what is the true impact on their business?

Ashley Zeckman

Why Digital Marketing Podcasts Belong in Your Learning Routine

Ashley Zeckman on May 26th, 2015     Mobile, Online Marketing

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Marketers are always looking for new and efficient ways to learn. As a marketer, I’ve recently begun working podcasts into my ongoing learning routine. I’ll admit, I resisted for awhile (which was dumb). I think it’s because I have an aversion to books on tape/CD, which comes from being forced to listen to children’s books on repeat during annual family trips up and down the Oregon coast.

A realization hit me one day when I was reading entertainment “news” and taking a quiz to find out my spirit animal. I spend an exorbitant amount of time consuming a lot of content-light when I’m on the go, when I should be using that time to keep up to speed with what’s going on in my industry.

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

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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.