Content Marketing

Ashley Zeckman

Want to Add More Participation to You Content? Follow These 5 Keys to Success [Guide]

Ashley Zeckman on Nov 23rd, 2015     Content Marketing, Influencer Marketing


By this point, there is no denying that content marketing should be an essential part of every brand’s integrated digital marketing strategy. Content enables brands to create a connection with current and potential customers that can also support many other digital marketing initiatives if optimized correctly.

Since we’re all on the same page about content, the question many marketers are wondering is: what does the next iteration of content marketing look like? Try this on for size: 84% of worldwide consumers will take action based on the reviews and recommendations of trusted sources above all other forms of advertising (Nielsen).

Based on that statistic alone, everyone reading this should have just had an “aha moment”. If consumers trust reviews and recommendations from sources that they trust, that means that you should be adding additional trusted sources outside of your brand to build credibility within your content marketing.

Ashley Zeckman

Need Help With Content Topics? 5 Places To Find Inspiration For Blog Posts

Ashley Zeckman on Nov 18th, 2015     Blogging, Content Marketing


Blogging is a low to no-cost way for marketers to create owned content on a consistent basis. A consistent blogging schedule of high quality information creates a great way for your customers and prospects to gain a better understanding of how you can help them and the smarts that exist within your organization.

In fact, B2B marketers that incorporate blogging as part of their content strategy generate 67% more leads than those that do not. So if you aren’t blogging, it’s time to start.

Joshua Nite

How to Create Content that Abides, Dude: Content Marketing Lessons from the Big Lebowski at #MNBlogCon

Joshua Nite on Nov 17th, 2015     Blogging, Content Marketing, Marketing PR Conferences


Does pondering content marketing strategy make you feel a little out of your element? Are you missing the key components that really tie a strategy together? Do you sometimes feel like stepping away from the laptop, pouring a White Russian, and zoning out to Creedence Clearwater Revival?

You’re not alone. Only 30% of B2B marketers believe they are effective at content marketing, and more than half don’t know how to measure the effectiveness of their campaigns. And as buyers are inundated with more and more content, it can be difficult to get your message out there.

Fortunately, when it comes to content marketing success, there are rules. And at the 2015 Minnesota Blogger Conference, TopRank Marketing’s Directory of Agency Marketing Ashley Zeckman laid down the law, Big Lebowski-style. Here are the key takeaways:

Ashley Zeckman

How Collaborating With Influencers Generated Over 110k Views on SlideShare

Ashley Zeckman on Nov 16th, 2015     Content Marketing, Influencer Marketing


Brands large and small are searching for ways to separate themselves from the pack. At the same time, most marketers are struggling with everything from producing enough content, to measuring content effectiveness. As more and more brands become publishers, it has become increasingly difficult for brands to create a variety of engaging content on a consistent basis.

To stay relevant and continue learning, many marketers attend workshops, trainings and industry events. Unfortunately, there are so many to choose from it can be difficult to weed out those that may not be worth the investment.

Therein lies the challenge:

  • Quality conferences need to build awareness of their events
  • Influential speakers need to drive people to their presentations
  • Marketers need useful information presented in an engaging way
Lee Odden

How to Be the Best Answer with An Integrated, Optimized Approach to Content Marketing

Lee Odden on Nov 11th, 2015     Content Marketing

Be the Best Answer - Lee OddenA study from Ericsson reports that by the year 2020, there will be over 50 billion internet-connected devices. That means consumers will be able to create, consume, publish interact and transact anytime, anywhere.

Many companies are responding to the rise in information access and consumption by creating even more content to stand out. A LOT more content.

But is more content better?

Internet in Real Time
With over 24,000 gigabytes of data uploaded every second (Internet in Real Time) I think it’s safe to say information overload already has enough of “more content”.

BuzzSumo released a report in conjunction with Moz based on analysis of 1 million articles and found that this increase in content production has a promotion problem: 50% of content gets 8 shares or less.

Joshua Nite

Content Marketing: Make Your Content Shine with These 4 Editing Tips

Joshua Nite on Nov 5th, 2015     Blogging, Content Marketing


A few years ago, best-selling author and wizard-ninja hybrid Seth Godin said, “content marketing is the only marketing left.” The industry took him at his word. Over the last decade, marketers have devoted ever more time and energy to creating content.

This year, 76% of B2B marketers plan to produce more content next year than this year. Only 2% plan to produce less.

As someone who creates content for a living, I find this trend encouraging. As a marketer who wants my content to be seen, the content explosion presents a challenge.

Seth expanded on his statement in an interview with Contently this year: “Real content marketing isn’t repurposed advertising; it is making something worth talking about.”

Caitlin Burgess

Content Marketing with Virtual Conferences: Pros, Cons, Examples and Best Practices

Caitlin Burgess on Nov 4th, 2015     Content Marketing

Virtual Conferences

The Internet has created a space where meaningful conversations, connections and content creation can happen anywhere in the world. As a result, content marketing tactics have evolved to leverage all the Internet has to offer–and one of those tactics is virtual conferences.

For decades, real-world conferences have been an effective way for businesses of all kinds to attract and engage prospective customers. When done right, real-world events allow businesses to shape and spread their message through content to a captive audience, all while networking, establishing brand credibility, and moving people through the sales process.

Virtual conferences aim to do all of the same things as a real-world event, while also being more convenient, affordable and inclusive.

Ashley Zeckman

How to Pick the Best Content Marketing Tools for your 2016 Content Marketing Strategy

Ashley Zeckman on Nov 3rd, 2015     Content Marketing, Online Marketing


To remain competitive, brands have become increasingly focused on creating a higher quantity of content, while still striving to maintain quality. Unfortunately, the quantity and quality struggle is real for so many B2B and B2C marketers alike.

Along with finding the right people and creating a sound content strategy, there is the matter of finding the right tools to integrate with your process and help you reach your goals. With the help of Alan Belniak (Content Marketing Manager and Social Media Lead at Alignable), we reviewed 12 of today’s top content marketing tools to save you the legwork.

Below you’ll find key benefits for each tool as well as the “wow factor” that is unique to their solution. As an added bonus, we also asked experts from each of these companies to share their best content marketing tip to provide you with some additional information to add to your content arsenal.

Ashley Zeckman

Brands Share Their Most Hair-Raising Content Marketing Horror Stories

Ashley Zeckman on Oct 29th, 2015     Content Marketing, Online Marketing


If content marketing stories were movies, most of the ones we hear today would be romantic comedies. Brands all over the world are telling stories of how they overcame obstacles and beat the odds to make their customers fall in love with them.

While these stories are inspiring, sometimes content marketing isn’t all flowers and chocolates and happy endings. Sometimes well-intentioned marketers end up in a cabin in the woods, hearing the unmistakable roar of a chainsaw approaching.

While they’re not pleasant for any marketer to experience, content marketing horror stories can teach valuable lessons. We can learn as much from failure as we do from success–perhaps even more so.

Ashley Zeckman

How To Tap Into the Social Media Power of Employees for Content Amplification

Ashley Zeckman on Oct 26th, 2015     B2B Marketing, Content Marketing

dave and dave

Social media has evolved significantly in the past six years. At the beginning, businesses focused solely on just having a presence on social media. Then, brands beginning honing in on social listening and figuring out the “science” of a good social media campaign.

Marketers then realized that social media was a great tool not only to engage their audience, but a prime opportunity to amplify their content and draw even more people in to consume, engage with and share that content. Recent studies have found that social networking accounts for 30% of all time spent online.

Ashley Zeckman

If you want B2B Content to be Great, Ask Your Community to Participate! #MPB2B

Ashley Zeckman on Oct 23rd, 2015     B2B Marketing, Content Marketing

Lee Odden MPB2B

The bar for great B2B content marketing is being raised since brands have become publishers and no longer need to rely on traditional media sources for exposure. Unfortunately, budgets and resources don’t always match the required output.

Not many B2B marketers realistically have the budget to hire journalists to compete with industry publications. Even those that do, are still struggling to create engaging content on a consistent basis, improve content effectiveness and provide a variety of content.

The wisdom of your community is a bank rich with useful marketing content and can help scale a B2B content marketing program. In his session at MarketingProfs B2B Marketing Forum, TopRank CEO Lee Odden made the case for why adding participation to your content can help solve the problems above, and three examples of content co-creation in action.

Lee Odden

12 Ways to Crush the Competition with Content from Events

Lee Odden on Oct 20th, 2015     Content Marketing, Marketing PR Conferences

Crush Competition Events

Creating engaging content on a consistent basis in the face of information overload pretty much sums up many of the top content marketing challenges companies are facing today.

Virtually every company in business is creating content of some kind and many of those same companies are attending industry conferences too. Imagine being able to solve a big part of your content marketing problems while getting even more value from industry event investments!

That’s what this post is about.

Here are 12 things you can do to create content before, during and after events in ways that will distance your content brand from the competition without adding new resources to your marketing team. That is, assuming your competition is not also reading this post.