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.”

Nick Nelson

CMWorld Interview: Path to 1M Monthly Readers Has No Shortcuts, Says J.P. Medved

Nick Nelson on Jun 27th, 2018     Content Marketing, Content Marketing World

In her introduction to The Ultimate Guide to Conquering Content Marketing, Content Marketing Institute’s Cathy McPhillips draws several commonalities between content marketing and video games: the interactivity, the trial-and-error learnings, the camradery.

But, while many marketers have their own personal “cheat codes” that help them gain an edge, there are no true hacks in content. Certain video games allow you to tap in a series of commands and gain invincibility, or jump ahead to the next level. Content marketers, however, cannot magically produce an audience or monetization out of thin air.

As the Content Director for Capterra, and also an avowed lover of gaming, J.P. Medved understands this reality. His company’s industry-specific blogs have grown to 1 million monthly readers, and it wasn’t because of any secret elixir.

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!

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?