Ashley Zeckman

CMWorld Interview: Peter Krmpotic on Optimizing the Content Supply Chain

Ashley Zeckman on Jun 14th, 2018     Content Marketing, Content Marketing World

Content personalization is no longer a dream that marketers have for leveling up engagement with their audience, it’s become an essential combo for winning the content marketing game. Need proof? According to a study from Marketo, 79% of consumers say they are only likely to engage with an offer if it has been personalized. And Salesforce estimates that by 2020 51% of consumers will expect that companies will anticipate their needs and make suggestions, before contact.

But how can enterprise brands scale personalization efforts in a way that is efficient and effective?

Peter Krmpotic, Group Product Manager at Adobe, has focused heavily throughout his career on scaling personalization. He alo references the content supply chain (which is a framework for viewing content production, management and scalability) as a granular way to break down different structural elements and make them more manageable.

Ashley Zeckman

Ready Player One: Top CMWorld Speakers Dish Go-To Classic Content Marketing Combos

Ashley Zeckman on Jun 13th, 2018     Content Marketing, Content Marketing World

Over the years, content marketing has made incredible strides. What used to be considered more 8-Bit tactics such as print and articles, have evolved into more immersive tactics like interactive and video which truly brings audiences into the “game”.

And while the days of 2D 8-bit side scroller content may be gone, that doesn’t mean we should abandon everything we’ve learned about content.

To help uncover some of the tried and true content marketing tactics that have stood the test of time, we’ve tapped into the minds of some of Content Marketing World’s top speakers who shared expert advice in our new eBook: The Ultimate Guide to Conquering Content Marketing.

Ashley Zeckman

Press Start and Get in the Game with the Ultimate Guide to Content Marketing

Ashley Zeckman on May 29th, 2018     Content Marketing, Content Marketing World

PRESS START.

These two words, which routinely appear on the title screens of video games, present both a prompt and a promise. You won’t advance until completing this simple command, but once you do, a world of adventure awaits.

You can “press start” on a brand new CMWorld experience by scrolling down and clicking into our Ultimate Guide to Conquering Content Marketing. Prepare to explore new stages and levels with a host of top players in the content marketing game as we unlock the secrets to success in 2018 and beyond.

Get in the Game

When the going gets tough, gamers can navigate to the options menu and turn down the difficulty level. How convenient!

Caitlin Burgess

Our Top 11 Content Marketing Takeaways from #CMWorld 2017

Last week, thousands of marketers from all over the world descended on the Rock N’ Roll capital of the world, Cleveland, OH, for the seventh annual Content Marketing World Conference and Expo.

Featuring more than 130 speakers, keynotes and panelists, dozens of different tracks, and a whole lot of orange, the four-day event was exciting and inspiring. And the TopRank Marketing team was out in full-force, providing live coverage, learning from some of the best in the business, dancing to 80s classics and making new connections.

While it’s nearly impossible to distill all the inspiring insights we collected during the event into this one post, we’re going to try. Below we share a handful of insights that really resonated with our team.

Ashley Zeckman

4 Tips to Stop Killing Your Content Team from Workfront & Nordstrom

The pressure is on! Content marketers are being expected to create more with less. And often, that means creating more content without adding additional team members.

Unfortunately, the content copywriters are often the ones that bear the brunt of these situations which can be exhausting and cause content burnout.

To help ease the pain, Workfront’s Heather Hurst and Nordstrom’s Erica Gunn shared some great tips to help you scale work with the resources you have in their presentation at Content Marketing World.

Want to keep your content team happy and productive? Here’s what to do:

#1 – Build a Business Case

Ok listen up, this part is important:

Before you start anything, you need to understand why you’re doing it and whether it rolls up to the most important goals of your company.

Joshua Nite

How to Find the Stories in Your Data for Compelling Reporting

Our hyper-connected digital world is defined by an overabundance of data. Everything’s measurable, trackable, and quantifiable. Want to know how many people died on screen in your favorite movie? Or how much ice cream the average American eats per year? The data’s at your fingertips.

The ready availability of data is great for marketers. It helps us optimize performance, personalize content, and prove our value to the business.

But data in a vacuum isn’t informative or useful. It’s not about the facts and figures themselves; it’s about how we shape that data into compelling stories.

As an Analytics Advocate at Google, Adam Singer has years of experience finding and revealing the meaningful narrative in datasets. His presentation at Content Marketing World 2017 was all about how to create clean, informative, compelling data visualizations.

Caitlin Burgess

12 Questions You Need to Answer if You Want to Launch a Video Content Strategy

There’s no question that video is an increasingly important digital marketing tactic. Humans are visual creatures by nature and, when done right, video allows brands to tell their story and create meaningful, emotional connections with their audience.

For California-based Jordan Vineyard and Winery, video content has become a central piece of their marketing strategy. Lisa Mattson, Director of Marketing & Communications, shared how they’re winning at video during her Content Marketing World session “How Jordan Winery Crushed Content Marketing With a Video-Centered Strategy.”

For a little background, Jordan Vineyard and Winery has been around since the early 1970s, and until Mattson came on board, they’re marketing strategy hadn’t changed in more than 40 years.

Amy Higgins

Stop the Marketing Killjoy: 5 Ways You’re Turning off Audiences with Bad Video

It might only be 1pm in the afternoon, but it’s five o’clock somewhere – a perfect time for a great dry martini.

Research “how to make the perfect dry martini”, and you’ll get over 1,560,000 results. Ask a content marketer “how to tell a good story”, and you’ll get about the same quality of results — except when you ask the fabulous Tim Washer. Like the perfect dry martini, Tim’s strategy for how to tell a good story is simple, neat, and well…perfect.

In his session at Content Marketing World, Tim not only shared how improv can help your B2B marketing, but he shared the five ways you can kill the joy in your videos.

What are his simple rules of how to stop the marketing killjoy?

Joshua Nite

How adidas Put Culture at the Core of Their Content Marketing Strategy

Frank Thomas of adidas

Jean Giraudoux once said, “The secret to success is sincerity. Once you can fake that, you’ve got it made.”

It’s a funny indictment of how to take exactly the wrong approach to authenticity. But too often, brands and marketers miss the sarcasm. We target an audience, then carefully cultivate an image to appeal to them. We create the appearance of a culture that matches theirs. And then we’re surprised when our target audience sees right through it.

What if we stopped trying to fake sincerity and turned the whole process inside out? Instead of crafting a culture to match an audience, why not attract the audience that matches your culture?

Caitlin Burgess

5 Radiant Writing Secrets Inspired by ‘Charlotte’s Web’

Some pig. Terrific. Radiant. Humble.

In the classic E.B. White novel, Charlotte’s Web, these simple yet impactful words save a life and make another better. And for prolific writer, marketer and speaker Ann Handley, these words also make the title character the best content marketer in the world.

“In just four [phrases] she had to make her case. Wilbur was her product.” Handley passionately told Content Marketing World attendees last Thursday. “I mean she was looking to save this pig’s life people. … And Zuckerman was her audience.”

Handley’s passion for Charlotte’s marketing abilities stems from her “literary crush” on author E.B. White. She even attempted to purchase his Maine estate where we wrote 12 of his 14 novels, including Charlotte’s Web.

Tiffani Allen

Alicianne Rand Shares 4 Tips for Driving Sales Through Content Marketing #CMWorld

Tiffani Allen     Content Marketing World

What does it look like when content, influencers and social media come together to generate a metaphorical gold mine in terms of revenue and reach? To put it mildly, it’s drop dead gorgeous.

At least that was the view from my seat at Content Marketing World as Estée Lauder’s Executive Director of Global Content Marketing Alicianne Rand shared the incredible success her organization has achieved through their integrated content marketing strategy

So, what needs to happen to take your content marketing strategy from drab to fab? Here are four tips straight from Rand herself.

Tip #1 – Use data to drive your content marketing strategy

At Estée Lauder, Rand and team have built a framework to simplify how they look at data.

Caitlin Burgess

Lee Odden Shares 5 Best Practices for Enterprise Influencer Marketing #CMWorld

It was all aboard the Content Marketing World Enterprise Wednesday morning, as TopRank Marketing CEO Lee Odden took marketers to the not-so-final frontier of marketing: influencer marketing.

Lee’s session, “Big Brand Influencer Marketing: Trends & Best Practices,” had the flight deck packed with eager marketers from brands big and small as well as agencies, all looking for insight to define, refine or inspire their influencer marketing journey.

While Lee covered enterprise influencer marketing trends, tools and interesting B2B and B2C case studies, much of the presentation focused on five best practices for creating a dynamic influencer marketing program with the perfect balance of great content and strong influencer relationships.

What are those five best practices? Read on to find out.