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.

Knute Sands

#CMWorld Interview: Adele Revella Weighs In On Connecting B2B Content to Customers

Knute Sands on May 11th, 2017     Content Marketing, Content Marketing World

The 2017 Content Marketing Institute and MarketingProfs B2B content marketing research uncovered some fascinating insights this year. One of the most interesting aspects of this research was the techniques B2B marketers are leveraging to better understand their target audiences.

And the techniques they aren’t using.

When asked which techniques they used to better understand their target audience(s) for content marketing purposes, “Auditing Existing Buyer Data” didn’t even crack the top ten (at 24% of respondents). Now there’s a real head-scratcher.

So what were the top 3?

  • Website analysis (58%)
  • Keyword search (57%)
  • Employee feedback (50%)

While all of these techniques are wonderfully helpful, I’d gamble they aren’t giving B2B marketers the ammunition they need when it comes time to flesh out an editorial calendar.

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

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

lee-odden-toprank-marketing-world

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:

influencer-marketing-not-successful

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:

Ashley Zeckman

Mathew Sweezey of Salesforce Shares 6 Ways to Improve the Value of Your Email #CMWorld

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Today’s customers are busy, savvy and frustrated. But why? They’ve taken on too much and are looking for ways to improve their own efficiency, old email marketing tricks no longer have an impact and they’re tired of receiving pitch after pitch that doesn’t add value.

However, email marketing is just as important (and effective) now as it has ever been, especially when it’s integrated with marketing automation.

And if you’re going to learn about the intersection of email and marketing automation from anyone, Mathew Sweezey of Salesforce is the person to listen to. In his session at Content Marketing World, Mathew covered some of the top values that exist within email marketing today.

Value #1: Email is a Mobile Strategy

Ashley Zeckman

The Force is Strong with Content Marketing World 2016 #CMWorld

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It’s hard to believe it’s already been a year since we traveled to Cleveland for Content Marketing World 2015. These days, it seems that time (and content marketing) travels at the speed of light.

For those of you that don’t know, Content Marketing World is the largest content marketing conference in the galaxy (as far as we know), and marketers have traveled from all over the globe to spend the week learning and connecting on the topic of content marketing. In fact, Luke Skywalker has travelled all the way to Cleveland to give this year’s closing keynote!

To help you fight against the Galactic Empire (otherwise known as your competitors) here are some must-attend sessions at Content Marketing World.

Lee Odden

50 Top Content Marketing Influencers to Follow

Content Marketing Influencers 2016
Without question, the Content Marketing World conference is a force to be reckoned with when it comes to all things content. This is where I should segue into a Death Star reference and something about a love child between Joe or Robert and Princess Leia. Or was it Chewbacca? I kid.

What I’m not kidding about is that there are over 150 speakers at Content Marketing World that have spent numerous hours researching, planning and crafting presentations as well as practicing and coordinating their travel and stay at the event. When you think about it, the cumulative amount of content created amongst all those speakers isn’t just formidable, it’s outright impressive.