Ashley Zeckman

Ashley Zeckman

Digital Marketing News: Facebook Domination, Google Snippets & Twitter Sponsored Live Video

Ashley Zeckman on Jun 2nd, 2017     Marketing Industry News, Online Marketing

Facebook Remains the Dominant Social Platform [Infographic]
In North America, Facebook still gets more traffic than any other social media platform. In this infographic, you’ll discover statistics on loyalty, growth and reciprocity to understand why Facebook is essential for advertisers and news publishers.(Social Media Today)

Another Study Shows How Featured Snippets Steal Significant Traffic from the Top Organic Result
A new study by Ahrefs found that when a featured snippet is present on a Google page, the first organic result received a significant drop in click-through-rate (CTR). Learn who has the highest amount of featured snippets, how it affects search results and what triggers featured snippets. (Search Engine Land)

Ashley Zeckman

Report: Social Media Examiner 2017 State of Social Media Marketing

Ashley Zeckman on May 30th, 2017     Social Business, Social Media

The past 12 months have been big for social media marketers. Each social platform has seen significant changes or upgrades creating opportunity, and adding complexity for many marketers.

Facebook introduced live video, Twitter made it easier to fit your message in 140 characters, Snapchat added collaboration features and Pinterest launched promoted video.

The question on many marketers minds is:  what has truly changed in the way that B2B and B2C marketers approach social media marketing? The new Social Media Marketing Industry Report from Social Media Examiner takes a deep dive into the current state of social media on a granular level.

But how does social media marketing effort and success differ between B2B and B2C brands? Find out below.

Ashley Zeckman

Digital Marketing News: State of Content, Direct Ads on Twitter & Google Attribution

Ashley Zeckman on May 26th, 2017     Marketing Industry News, Online Marketing

Content Marketing Stats: The State of Content Marketing in 2017 [Infographic]
This infographic from our friends at MarketingProfs uncovers top content trends for B2B and B2C marketers in 2017. You’ll find insights on everything from top channels to budgeting and content goals.  (MarketingProfs)

Twitter is Offering Advertisers More Tools to Engage Consumers With Direct Messages
Twitter’s new Direct Message Cards that can include as many as four CTA buttons that will send users to specific content. The cards can also be used in organic tweets and are designed to encourage one-on-one conversations, making it easier for brands to connect with their audience. (AdWeek)

Ashley Zeckman

CMWorld In-Flight Content Guide: Creating a Memorable Content Experience

Ashley Zeckman on May 24th, 2017     Content Marketing, Content Marketing World

Today’s modern customer is OBSESSED with experience. Everything from the ability to quickly order an Uber through a mobile app to spending hard-earned money on trips and adventures, not your typical investments.

The customer expectations for content marketing experiences are no different. In fact, a recent study by Kampyle found that 87% of customers think brands need to put more effort into providing a consistent experience.

So now that you’ve prepped for your content marketing journey by diving into our first eBook, In-Flight Content Guide: Prepping for Your Content Marketing Expedition, it’s time to create a great experience.

To help set you down the path to creating a great “in-flight”content  experience for your customers, TopRank Marketing and Content Marketing Institute have partnered to bring you yet another go-to-guide from some of the brilliant minds speaking at Content Marketing World in September.

Ashley Zeckman

#CMWorld Interview: Amanda Todorovich Dishes on Creating Impactful Content for Healthcare

Ashley Zeckman on May 15th, 2017     Content Marketing, Content Marketing World, Online Marketing

Each year, Content Marketing World receives hundreds of nominations for the coveted Content Marketer of the Year award. Past winners include Vishal Khanna of Wake Forest Innovations (2015), Bryan Rhoads, Intel Digital Media Labs (2014) and Julie Fleischer of Kraft Foods Group (2013).

In 2016, this award went to another truly deserving content marketer, Amanda Todorovich Director of Content Marketing, Cleveland Clinic. Amanda and her team at the Cleveland Clinic have proven that content marketing really works for healthcare organizations. In fact, their blog has been named as the most visited hospital blog in the entire country!

If you’re like me, you likely wondered “How does she do it?”. Fortunately for you (and myself), I was able to steal away some of Amanda’s valuable time to gain insights into everything from how her team has managed to develop such a successful content strategy to what an average day looks like in her world.

Ashley Zeckman

New Content Planning Report: Is Your Content Planning a Smashing Success or Misadventure?

Ashley Zeckman on May 8th, 2017     Content Marketing

It wasn’t too long ago that many brands were hesitant to truly incorporate content into their marketing mix. Instead, they focused solely on website copy, SEO, PR and Digital Advertising.

Today however, if someone told you that they aren’t “doing” content, they’d likely receive a befuddled look in response. Content (and especially great content) have become the cornerstone of most digital marketing programs.

But even though brands have jumped on the content bandwagon, that doesn’t always mean that they’re successfully incorporating content into their marketing. The cause? What it really boils down to is a lack of planning.

In order to tackle some of today’s top challenges and opportunities head on, our client DivvyHQ recently conducted a survey of marketers to uncover what’s working, and what’s not.

Ashley Zeckman

In-Flight Content Guide: Prepping for Your Content Marketing Expedition to #CMWorld

Ashley Zeckman on May 3rd, 2017     Content Marketing, Content Marketing World

Content Marketing World is closer than you might think and there are so many items to plan for before jet setting to Cleveland in September. Are your bags and business cards packed? Got snacks and supplies for the flight? Uploaded a new oh-so-dapper Twitter photo? And what about picking a track, and some favorite speakers?

To help you prepare for the what you’ll learn (or give you some helpful insights if you’re unable to attend), TopRank Marketing and Content Marketing Institute have partnered to bring you insights from 14 of our most talented “content crew members” that will be speaking at this years conference.

Why?

Well, according to the latest joint CMI and MarketingProfs research, a full 89% of B2B marketers, and 86% of B2C marketers utilize content marketing.

Ashley Zeckman

15 Inspiring & Actionable Social Media Marketing Tips for the Modern Marketer

Ashley Zeckman on May 1st, 2017     Social Media

After years of using “fuzzy math” to calculate the value of social media marketing, marketers are being tasked with generating and showing true ROI. But the truth is, ROI isn’t always just about revenue.

Depending on brand objectives, social media ROI could mean everything from awareness and social engagement to visitors to the company website from social media platforms.

If you really want to make social media marketing a major part of an integrated and omnichannel digital marketing strategy, use the tips below to lead your way.

Know What You Want to Accomplish

Without a clear strategy in place, tools won’t make any difference to you. @IanCleary Click To Tweet

Set goals. As with any digital marketing tactic, knowing what you want to accomplish before you start will help guide your way.

Ashley Zeckman

Squashing the Influencer Marketing Buzz(words): What You Really Need to Know

Ashley Zeckman on Apr 27th, 2017     Influencer Marketing

On Google, there are more than 14 million results for the phrase “influencer marketing”. And within those result, most of what you’ll find are “What is Influencer Marketing?” posts (P.S. you can find one from us here). But the problem is that most of these posts have a different variation of what influencer marketing is, who needs it and what you should do. Talk about confusing!

Some of the types of definitions you’ll find include:

  • Using influencers to spread your message on your behalf.
  • A form of marketing that focuses on specific individuals.
  • Promoting services through influencers that can have an effect.
  • Incorporating influencers with a large social reach into marketing.
Ashley Zeckman

New Report: Top Content Marketing Growing Pains for B2B Enterprise Marketers

Ashley Zeckman on Apr 13th, 2017     B2B Marketing, Content Marketing

Every organization experiences growing pains when it comes to growing their content marketing program. Customer needs quickly evolve which means that brands need to be agile enough to meet consumer demand.

The group that maybe has it toughest of all is B2B enterprise marketers. The added complexities of supplying content for multiple business units and product sets, geographical locations and therefore, multiple customer groups is no easy undertaking.

While many B2B enterprise marketers have managed to crack the code for successful content marketing, others are still struggling to manage expectations with reality. The new 2017 B2B Enterprise Content Marketing report from Content Marketing Institute, MarketingProfs and Knowledge Vision helps to uncover some of the top opportunities that exist for B2B enterprise marketers.

Below, I’ve pulled out four of the top opportunities uncovered by the report as well as some helpful tips for overcoming these common hurdles.

Ashley Zeckman

20 Inspiring & Actionable Influencer Marketing Tips for The Modern Marketer

Ashley Zeckman on Apr 10th, 2017     Content Marketing, Influencer Marketing

The heat is on for marketers to incorporate influencers into their marketing strategy. The problem is, the sheer amount of bad advice about influencer marketing can make it difficult to separate the good from the bad.

While the pursuit for influencer marketing success doesn’t appear to be slowing down, many marketers are unsure which direction to go. In fact, the new Influence 2.0 report that we developed in partnership with Altimeter Group and Traackr, 48% of marketers are still experimenting with incorporating influencers into their marketing.

The way that different organizations define influencer marketing vary greatly. However, TopRank Marketing CEO Lee Odden describes influencer marketing as:

“Developing relationships with internal and industry experts with active networks, to co-create content that helps drive measurable business goals.” 

Ashley Zeckman

Top Tips for Making the First 30 Days in Your New Content Role Really Count

Ashley Zeckman on Apr 6th, 2017     Content Marketing, Online Marketing

For me, starting a new job is always a steady mix of overwhelming excitement and sheer terror. I think about all of the things that I am going to accomplish (very quickly of course) and then at some point realize that the comfort of knowing the in’s and out’s of my previous job, are now gone.

As someone that has worked in numerous marketing and content roles throughout my career, I’ve learned some easy (and some very tough) lessons. In the end, I’ve realized that it doesn’t matter how much I think I know walking in on my first day, it’s how I take advantage of the training and onboarding available that has the biggest impact.