Ashley Zeckman

Ashley Zeckman

About Ashley Zeckman

Ashley Zeckman is the Senior Director of Digital Strategy 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

Learning Changes Lives: Top Insights from #MPB2B & 5 Tips for Rocking Marketing Events

Ashley Zeckman on Nov 19th, 2018     B2B Marketing, Influencer Marketing, MarketingProfs B2B Forum

The MarketingProfs B2B Forum is hands-down one of the BEST conferences you can attend as a marketer. The keynotes are inspiring, the sessions are high-quality and the vibe makes you feel at home. Ann Handley and the MarketingProfs team work incredibly hard to orchestrate this great event each year and it shows.

The team at TopRank Marketing has been attending conferences like this one for decades and has been able to hone our focus to make the most of the time and investment that are made. Below are some highlights to help you get the most bang for your buck at events.

5 Tips for Getting the Most out of Marketing Conferences

Speaking

Ashley Zeckman

How Dell, SAP and Dun & Bradstreet Collaborate with Influencers to Scale Successful B2B Content #MPB2B

Ashley Zeckman on Nov 16th, 2018     B2B Marketing, Influencer Marketing, MarketingProfs B2B Forum

This week at MarketingProfs B2B forum, some of my favorite influencer marketers took the stage for a lively discussion on how they’ve been able to scale content creation by collaborating with influencers.

The panel was led by TopRank Marketing CEO Lee Odden and included the following rockstar marketers:

Dr. Konstanze Alex – Head of Corporate Influencer Relations, Dell

Amisha Gandhi – Vice President, Influencer Marketing, SAP Ariba

Luciana Moran – Senior Vice President, Content & Creative, Dun & Bradstreet

If you’re interested in influencer marketing, then you’re in for a real treat. In this post, I’ll outline some of the best insights for B2B influencer success. But first, let’s look at WHY influencer marketing is a must-have for B2B marketers.

Ashley Zeckman

How B2B Marketers Can Drive Growth in the Age of Assistance #MPB2B

Ashley Zeckman on Nov 14th, 2018     B2B Marketing, MarketingProfs B2B Forum

One of the key themes for this year’s MarketingProfs B2B Forum is the importance of ongoing learning. And part of learning is growing. And part of growing means stepping outside of your comfort zone.

Gopi Kallayil, the Chief Evangelist for Brand Marketing at Google opened his morning keynote by encouraging the audience to do things that make you uncomfortable. And to prove his point, he involved the ENTIRE audience. How?

He started by asking the audience to raise their hand if they were either a fan of or expert Bollywood dancers themselves. Then, he asked all those people to join him on stage. Here’s proof that it worked:

Ashley Zeckman

7 Must-See #MPB2B Sessions Plus Exclusive Insights From Top B2B Marketing Speakers

Ashley Zeckman on Nov 13th, 2018     Influencer Marketing, MarketingProfs B2B Forum, Online Marketing

The air is crisp and the leaves have fallen which means it’s time for one of my favorite Fall events: MarketingProfs B2B Forum.

Each year, B2B marketers from around the globe gather for this epic event. And this year, the forum is moving to San Francisco (we’ll miss you Boston) for the very first time.

At the conference, TopRank Marketing CEO Lee Odden will be guiding an expert panel of B2B influencer marketers who will dig into what it REALLY takes to create and scale a successful program. Shortly after, I will be taking the stage to share how you can identify influencers and tap into their superpowers with my Stranger Things themed presentation. We’d love to see you at both sessions if you can make it!

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

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

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

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.