Ashley Zeckman

Ashley Zeckman

About Ashley Zeckman

Ashley Zeckman is the Director of Agency Marketing for TopRank Marketing. In addition to finding innovative ways to showcase the exceptional work of her team, she is also responsible for creating digital marketing programs that drive customer acquisition and growth for the agency. Her background includes expertise in everything from content marketing strategy to branding, account management and social media.

Outside of her role at TopRank Online Marketing, Ashley prides herself on being a great home chef, painter, prankster and dog mom.

Ashley Zeckman

Game On: How to Power-Up Your Content Marketing Game with Insights From #CMWorld

Ashley Zeckman on Sep 12th, 2018     Content Marketing, Content Marketing World, Influencer Marketing

Up, up, down, down, left, right, left, right.

If you’re a classic gamer, you’ll recognize the Konami Code used in popular games as a way to uncover gaming cheats or special effects. And if you attended Content Marketing World last week, you’ll recognize that sequence from trying to find your way through Huntington Convention Center to find your speaker sessions.

And even if you’re not a gamer and weren’t able to attend the conference this year, you’re in luck. The team at TopRank Marketing has compiled some top tips for powering up your event attendance and our coverage of stellar content marketing sessions from the biggest content marketing conference of the year.

Ashley Zeckman

Andrew Davis Helps Content Marketers Grasp & Keep Audience Attention with the Curiosity Factor #CMWorld

Ashley Zeckman on Sep 5th, 2018     Content Marketing, Content Marketing World

Image via @cspenn

If we are going to create better content we need to learn to consume content better. @DrewDavisHere #CMWorld Click To Tweet

Humans by nature are curious, but that curiosity is facing a very real threat: crappy content.

In his opening keynote at Content Marketing World, the amazing Andrew Davis dove headfirst into one of the top challenges all content marketers face today: getting and keeping the attention of their audiences.

Conventional wisdom from today’s content marketers is that content should be snackable, scannable and – in a nutshell – short. However, is our content really too long? Or is it that we aren’t building enough curiosity with our audience to keep them engaged? Below we’ll take a look at some of the top excuses we’re using to justify bad content, and the perfect formula for capturing audience attention.

Ashley Zeckman

CMWorld Interview: Eli Schwartz on Curiosity & SEO Around the Globe

Ashley Zeckman on Aug 13th, 2018     Content Marketing, Content Marketing World, SEO

Should marketers ignore international and inter-linguistic considerations when it comes to their SEO strategies?

Survey says: BZZZRRRT

In a way, optimizing for search is like participating in the game show Family Feud. To align with searcher behavior and intent, marketers must make educated guesses, and ultimately it is the people who will dictate whether we’re right or wrong.

As we develop content to draw visitors for targeted keywords, search rankings and traffic trends serve as either an affirming “Ding!” or a rejecting “Buzz!” regarding our hypotheses. Web users fulfill the same function as the random samples polled to create Family Feud’s survey response boards.

Ashley Zeckman

CMWorld Interview: How Tamsen Webster Drives Irresistible Change in Marketing

Ashley Zeckman on Aug 1st, 2018     Content Marketing, Content Marketing World

Few things are more inspiring than the before-and-after weight loss photo: two drastically different figures juxtaposed against one another, usually connected by an impossibly short span of time.

It’s not just the physical transformation that is striking in these portrayals. Even more so, it’s the mental transformation. Something clicked in that person’s head, causing them to fully commit and make the difficult changes necessary to turn their goals into reality. Then, they did it.

Branding expert Tamsen Webster saw this dynamic play out, in various forms, time and time again during her many years as a leader in the Weight Watchers organization. And it’s a big part of what drove her to create Red Thread, a messaging framework focused on tapping into those deep, uniquely human motivations that spark action (or, as she puts it, make inaction impossible).

Ashley Zeckman

CMWorld Interview: Gartner’s Heather Pemberton Levy Shares How Story First Marketing Drives Success

Ashley Zeckman on Jul 11th, 2018     Content Marketing, Content Marketing World

While digging through data and market research, it can be easy to get lost in the numbers. But when assessing these insights, what really matters is the stories they tell.

This is a key point of emphasis for Gartner, and specifically its Smarter with Gartner content platform, which adds context and substance to trends surfaced by the research firm’s findings.

So it is quite fitting that Heather Pemberton Levy, who helps guide Gartner’s strategic direction as VP of Content Marketing, champions the “Story Comes First” method. This concept served as a framework for her 2016 book, Brand, Meet Story: How to Create Engaging Content to Win Business and Influence Your Audience, and will also be in play during her workshop at Content Marketing World, entitled “From 0 to 60: Building a Mature B2B Content Marketing Organization.”

Ashley Zeckman

CMWorld Interview: Thinking Inside the (Answer) Box with Courtney Cox

Ashley Zeckman on Jun 21st, 2018     Content Marketing, Content Marketing World

In a digital marketing career that has spanned numerous roles, often with a heavy focus on SEO, Courtney Cox has watched plenty of trends come and go.

But like many of us, she’s convinced that answer boxes (or “featured snippets,” or “position zero,” as you will) hold the key to search success going forward.

Not only do these “best answer” results attain prime visibility on SERPs, but as voice search continues to grow more prominent, they are likely to become the only result for many user queries within a few years.

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!

Ashley Zeckman

Lee Odden Demystifies the Confluence Equation to Help Marketers Get Better Results

Influencer marketing is not a new concept. Public relations professionals, journalists and forward-thinking marketers have been executing some form of influencer marketing for decades.

While that may be the case, times have changed.

The expectation for influencer content marketing has evolved, which means consumers have higher expectations and the influencers themselves are more particular about who they partner with. However, our Influence 2.0 report with Altimeter Group and Traackr found that 57% of marketers say influencer marketing will be integrated in all marketing activities in the next 3 years.

Last week at Social Media Marketing World, TopRank Marketing CEO Lee Odden took the stage to help marketers transition influencer marketing from something they’d like to do, to something they can execute strategically.

Ashley Zeckman

7 Down & Dirty Ways Brands Can Collaborate with Fans to Create Amazing Content #SMMW18

“So much time and so little content to create.” – Said no one ever

Let’s face it marketers, creating a quantity of quality content isn’t easy. Even more so, creating a quantity of quality content that your audience cares about is even more difficult.

So, when you don’t have an unlimited budget or execution resources, what can you do?

One way to create more impactful content, is to encourage and support the creation of user generated content (UGC).

But does it really work? According to TapInfluence, 92% of consumers turn to people they know for referrals above any other source. Additionally, 88% of consumers trust online reviews written by other consumers as much as they trust recommendations from their personal contacts.

Ashley Zeckman

New Year, New Outlook: TopRank Marketing’s 2018 Integrated Digital Marketing Predictions

Ashley Zeckman     Digital Marketing, TopRank Agency News

The new year is barely underway and already we’re already seeing significant shifts in digital marketing.

Facebook recently announced their decision to favor friends over brands in news feeds and YouTube has tightened the reins on what channels can be monetized. And this is just within the first few weeks of the year.

Undoubtedly, digital marketing tactics like content marketing, SEO, paid, influencer marketing and social media will all face changes in the coming year. Some of which we’ll be able to predict, and some of which we won’t.

However, today’s best marketers know that individual marketing tactics do not stand alone. Which means that integrated, “best answer” digital marketing strategies will reign supreme. That is why instead of focusing our team’s predictions on how individual tactics will evolve in 2018, we’ve uncovered how the role of each tactic will change as part of the overall digital marketing mix.