Ashley Zeckman

Ashley Zeckman

Insanely Effective Content Marketing with Limited Resources, Budget & Time

Ashley Zeckman on Oct 25th, 2016     B2B Marketing, Content Marketing

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Marketing departments typically have unlimited resources, astronomical budgets and more hours in the day than your average person. Wait, that doesn’t sound right.

If the statement above sounds right to you, congratulations!

For the rest of us trying to find a way to do more (quality and quantity) with less, this is a topic that is typically top of mind, every day.

In his presentation at MarketingProfs B2B Forum, Chris Moody, Content Marketing Leader at GE Digital helped ease the pain for B2B marketers. Chris shared insight into some concepts that can you do more with less, as well as some tips and tricks to get you on the right path.

What is the Current State of Marketing?

He opened with a quote from one of my favorite shows, Silicon Valley.

Ashley Zeckman

Think Like A Rockstar: How to Build An Owned Media Empire With Epic B2B Content Marketing

Ashley Zeckman on Oct 25th, 2016     B2B Marketing, Content Marketing

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True to form, LinkedIn’s Jason Miller rocked his presentation at the MarketingProf’s B2B Marketing forum by opening up with some inspirational words from The Clash:

If you don’t like the world, then change it.”

As Jason shared, the Clash changed the world, and so can today’s B2B marketers. But they’re facing some interesting challenges such as the fact that:

  • 60% of B2B content goes unused (Content Marketing Institute & MarketingProfs)
  • 44% of consumers consider ending a brand relationship because of irellevant promotions (Chief Marketing Officer Council)

How can marketers overcome these challenges? Below are a few ways that LinkedIn built their content empire.

Focus on Goals, Objectives, Strategy & Tactics

When starting down this journey, LinkedIn had a singular goal:

Ashley Zeckman

Learn How to Turn Your B2B Content Marketing Into A Profit Center

Ashley Zeckman on Oct 24th, 2016     B2B Marketing, Marketing PR Conferences

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Unfortunately, marketing is often seen as a cost center within many B2B organizations. Whenever it comes time to cut budgets, you know that marketing is the first to take a hit. But what if there was a way to not only take a lead generation approach to content marketing, but also generate actual revenue in the process?

Last week at the MarketingProfs B2B Marketing Forum, Content Marketing Institute Founder Joe Pulizzi shared some insider tips and secrets for companies that want to leverage their content to generate revenue.

When the godfather of content marketing has a session that describes how to profit from content creation, it’s a must-see. Why? Who better to speak on the subject than someone who has built a content media company from the ground up, with enormous success?

Ashley Zeckman

A Preview & Exclusive Insights for the 2016 MarketingProfs B2B Marketing Forum #MPB2B

Ashley Zeckman on Oct 19th, 2016     Marketing PR Conferences, Online Marketing

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This week, members of the TopRank Marketing team are off to Boston to celebrate the 10th anniversary of the MarketingProfs B2B Marketing Forum. It’s no mystery that this conference put on by Ann Handley and the incredibly talented MarketingProfs team is one of our favorites.

In addition to our CEO Lee Odden speaking at the conference on the topic of influencer marketing, a few of our team members will be live blogging some of our favorite sessions and connecting with other marketers.

Below is a preview of some of the sessions we’re most excited about as well as some exclusive conference insights from MarketingProf’s Marketing Manager, Rob Zaleski.

MPB2B Sessions You Can’t Miss

Session: Sexy Hot B2B Influencer Activation: The Art And Science Of Romancing B2B Industry Influencers To Collaborate, Co-Create, And Advocate Content Using Leading Influencer Marketing Tools

Ashley Zeckman

100+ Digital Marketing Tools to Help You Become A More Effective Marketer

Ashley Zeckman on Oct 13th, 2016     Digital Marketing

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Here’s the honest truth: You’re busy and finding the time to be not only efficient but effective is a constant struggle.

Recent research from MarketingProfs has found that B2B companies plan to increase digital marketing budgets by 12 – 15% year over year. But are the funds being invested in the right place?

A healthy mix of talent, customer experience, process and digital marketing tools are a winning combination for digital marketing success. Below are insights into some of our tool related posts that we’ve gathered to help you choose which free or paid tools are the best fit for your organization.

Conversion Rate Optimization

Improving your conversion rate is a never ending battle that requires testing and optimization. To make your conversion rate optimization efforts easier, this post contains 21 hand-picked tools to get a better ROI on your website.

Ashley Zeckman

Why These Digital Marketers Swiped Right on Working at TopRank Marketing

Ashley Zeckman on Oct 10th, 2016     Digital Marketing, TopRank Agency News

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Applying for a new job isn’t too different than today’s world of online dating. You do a little research to see if you like them and then once you hit submit, you wait anxiously to see if they like you back.

When you receive that email or phone call that they’d like to interview you, the nerves really start to set in. You change your outfit no less than five times and realize that you’re more nervous than any other first “date” you’ve ever been on.

Navigating the world of digital marketing and finding the right career path is not always an easy task. There are many bright and talented marketers out there, and a seemingly endless list of agencies that at least claim to have digital marketing expertise. And weeding your way through the duds to find those that will truly create a great experience, and a lasting connection takes work.

Ashley Zeckman

How to Win Social Friends & Influence Your Customers @LeeOdden Keynote

Ashley Zeckman     Content Marketing, Influencer Marketing

How to Win Social Friends and Influence Your Customers

In his keynote at the Social Media Rockstar event yesterday, TopRank Marketing CEO Lee Odden opened with a heartwarming story about building influence.

For anyone who doesn’t think that building influence is something they can do, this story is a must hear (or in this case, read).

The story is about a fifth grader named Sam. Sam is an influencer. An aspiring author, Sam decided to write a book and include some of his classmates as characters. To make editing and collaboration easy, Sam wrote his book on Google Drive and shared it with his classmates, asking them to review and make edits. This small ask quickly became a competition in his classroom to be included in the story and to be involved in the project. Sam become the center of attention. Sam become influential.

Ashley Zeckman

Top Takeaways & Words of Wisdom From Content Marketing World 2016

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Last week, over four thousand marketers gathered together to immerse themselves in the world of content marketing. The 2016 Content Marketing World conference was filled with insights from some of the top content marketers on the globe and offered two days filled with education and networking. In just a few short days, attendees (and even those that weren’t able to attend) began sharing their experience on social networks. In fact, last week alone there were 45,000+ posts on social networks by over 10,000 users with estimated impressions of almost 4M.

Ashley Zeckman

Learn How to Optimize Your Content Marketing Agency Investment

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Each year, brands are investing countless hours and thousands if not millions of dollars in marketing to prospects and current customers with content. Often times, internal marketing teams are finding that they need content marketing agency expertise and support outside of their organization.

Working with an agency that specializes in content marketing can provide brands with a more strategic and scalable marketing program that leverages expertise and additional resources that specialize in content. However, agency retainers can be substantial and there isn’t a marketing executive out there that isn’t in search of maximum return on that investment.

Ashley Zeckman

How to Build Momentum For Your Brands Around The World Through Content Marketing #CMWorld

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Marketers are experiencing a major problem. That problem is that there is no longer a captive audience for anything. Consumers have tuned out advertising and traditional marketing tactics, leaving many marketers searching for a solution.

In her presentation at Content Marketing World, Tami Cannizzaro from Oracle offered some great insights that she has gathered from her years of experience at everywhere from IBM and eBay, to her new position as Vice President, Head of North America Marketing at Oracle.

She opened with a story about her experience on the New York Subway. One day she was getting off of the Subway and noticed that there was someone handing out money. Instinctively, she walked right by him. Similarly, marketers could literally be handing people money but people will move right by you if it feels like you’re selling.

Ashley Zeckman

The Microsoft Factor: Scaling Influencer Marketing to Transform a Global Brand #CMWorld

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Influencer marketing has proven to be a very effective way for brands large and small to build credibility and trust with their audience. However, many influencer marketing programs fail before they even get off the ground. But why?

There are many reasons that these programs don’t work according to Traackr CEO Pierre-Loïc Assayag in his presentation with Microsoft’s Amanda Duncan and Eve Psalti at Content Marketing World. These reasons include:

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Often times, these transient interactions with influencers yield limited results. Think of it like a lot of first dates that don’t develop the relationship further or lead to a marriage.

True influence is based on trust and built on relationships. And the secret to influencer marketing ROI is to play the long game. But how do you scale intimacy?

Ashley Zeckman

How Dell Approaches Integrated & Authentic Influencer Marketing #CMWorld

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Shelley Ryan and Lauren Mauro of Dell kicked off their afternoon session at Content Marketing World with some exciting news. According to the dynamic duo, Dell has purchased EMC, which I believe makes them the largest privately held company in the world!

At the beginning of their session, Lauren and Shelley shared what their session would NOT be. They vowed not to talk about the case for influencer marketing, the risk of not having a strategy or a college course for why you should do influencer marketing.

What they did focus on was their point of view, real examples and their own journey with influencer marketing.

Dell’s Approach to Authentic Influencer Marketing

Shelley Ryan shared that TopRank Marketing CEO Lee Odden has been a great sounding board for their influencer marketing program. One of the things he said that stuck out in her mind was: