Ashley Zeckman

CMWorld Interview: H&R Block’s Zerlina Jackson Explores Marketing in the Financial Sector

Ashley Zeckman on Jul 20th, 2017     Content Marketing, Content Marketing World

Marketers in financial industries are in the midst of a major digital transformation.

Apps and mobile experience have become not a “nice to have” but a requirement from consumers. Additionally, financial institutions have started investing heavily in user experience for their web properties to focus on customers first.

The team at H&R Block has taken digital transformation to the next level by utilizing the artificial intelligence from IBM Watson to help tax preparers dig deeper and help customers save money.

To gain a better understanding of what it’s like to work in marketing at a financial institution, I reached out to Zerlina Jackson, Director of Web Experience at H&R Block. Zerlina has nearly eight years of marketing experience in the financial sector and was able to shed some light on topics that are top of mind for nearly every marketer.

Ashley Zeckman

CMWorld Interview: Citrix’s Justin Levy Takes a Dive into Top Social Media Opportunities

Ashley Zeckman on Jul 10th, 2017     Content Marketing, Content Marketing World, Online Marketing, Social Media

The lines between long-form content and social media marketing are becoming blurrier each day. Social networks now allow for native video viewing, live video and even some long-form content. They have essentially become their own content platforms competing with blogs and brand websites.

Facebook alone is on pace to hit approximately 2 billion users this year and other social networks are growing at a rapid pace as well.

To better understand the role that social media marketing plays in today’s digital world, I decided to pick the brain of one of today’s top social media leaders, Justin Levy. Justin is the Director of Social Marketing at Citrix and in addition to being an incredibly talented marketer, he’s very open to sharing what he knows to help other marketers learn and grow.

Ashley Zeckman

In-Flight Content Guide: Making the Most of Your Content Journey

Ashley Zeckman on Jun 22nd, 2017     Content Marketing, Content Marketing World

What does content marketing success look like to you? Is a healthier pipeline? Increased client retention? Or something completely different? While every marketing team might have a slightly different goal for content, the message is the same: You have to create a predictable way to gauge the impact of your content.

The content marketing journey can be perilous at times. At every turn there is a new competitor, shiny object or new “best practice”. This can cause teams to get so caught up in the creation of a quantity of content, that content amplification strategies are an afterthought, or even worse, not executed at all.

Ashley Zeckman

CMWorld Interview: Ian Cleary Talks Technology & Engaged Online Audiences

Ashley Zeckman on Jun 13th, 2017     Content Marketing, Content Marketing World

Successful marketers aren’t born overnight. It takes grit, determination and hard work to navigate your way from noob to expert.

Additionally, the experiences that you have and the lessons you learn outside of the marketing field can impact how you look at and approach your marketing. A shining example of someone that has built a successful marketing career after working in a vastly different field is none other than RazorSocial Founder, Ian Cleary.

Like many speakers at Content Marketing World, Ian is a delightful mix of marketer and technology expert. I was able to catch up with Ian recently and gain some insights into his past in the software industry, his favorite marketing tools and his taken on building an engaged community.

Ashley Zeckman

CMWorld Interview: Ann Handley Shares the Secrets to Her Success (with Sass)

Ashley Zeckman on Jun 7th, 2017     Content Marketing, Content Marketing World

We all have the same number of hours in each day. But every once in awhile you find someone that come across a content marketing maven that seems to have the amazing ability to slow down the clock. It’s amazing to witness the things they are able to accomplish before you’ve even finished your morning avocado toast.

While this year’s Content Marketing World conference is filled with amazing marketers that can do just that, there is one content captain that sticks out in particular.

This marketer is one of my favorite speakers (and humans) of all time and is none other than the amazingly talented Ann Handley.

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.

Lee Odden

Supercharge Your Marketing at Digital Summit Los Angeles #DSLA

Lee Odden on Mar 28th, 2017     Influencer Marketing, Marketing PR Conferences

DSLA 2017

Coming off the supercharged sun, surf and sand themed social media extravaganza of SMMW17 in San Diego last week, I am now literally sitting on a beach.

Beach Costa Rica

Here on the West coast of Costa Rica, with the waves crashing, birds singing their songs in the trees and the distant sounds of kids laughing as they play in the sand, it’s a great time to reflect and look forward.

Before I completely check out of the digital world for the week, except for an occasional photo on Instagram of course, I wanted to share some of the things I’m looking forward to most at my next conference April 4-5: Digital Summit Los Angeles.

Ashley Zeckman

The Queen of Facebook Tells All on Generating Facebook Marketing ROI

Ashley Zeckman     Facebook, Marketing PR Conferences

True to form, Mari Smith kicked off her presentation at Social Media Marketing World last week by sharing her full bio in the form of emojis and poking fun at her own mixed accent which immediately put the packed room at ease. When someone with experience like Mari takes the stage, you perk up and get ready to have a deluge of knowledge dropped on you in a short amount of time.

Her session (which seemed like mere seconds) was packed with helpful information and actionable insights that marketers can begin implementing on Facebook now. Below are some of the actionable highlights from Mari’s session. 

Joshua Nite

The Next Evolution of Influencer Marketing: 4 Key Insights And What They Mean

We marketers love to chase shiny objects. It’s part of the constant drive to experiment, optimize, and improve. Any new tactic that looks promising is going to attract our attention.

During his presentation last week at Social Media Marketing World, Lee Odden offered proof of just how shiny influencer marketing is: It can potentially return $9.60 for every dollar invested. Campaigns that include influencers have shown a 10x increase in conversion rates. And those customers who convert stick around–influencer campaigns tend to achieve a 37% increase in retention.

Clearly, influencer marketing deserves the buzz it’s been getting. But most marketers are just getting started. There’s plenty of activity, but not much strategy. It takes a concentrated, strategic, sustained effort to fully realize the benefits.