Content Marketing With Limited Resources


Ashley Zeckman

Featuring: Ashley Zeckman

Recorded on: November 09, 2015


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Show Description

Ashley Zeckman was one of the first people I met at Content Marketing World that I did not know before the event.  While waiting for a session to begin, we sparked a conversation once we discovered we were both passionate about Content Marketing and the role blogging plays in B2B.  I knew right then that I needed to have her on the show.

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On this episode of the Midwest Marketing Show, Ashley shares some of the remarkable work of the team at TopRank Online Marketing, and how she creates so much content with a limited number of resources.  Ashley also describes her humble beginnings in marketing, why it is important to have a good designer available, and how working with her influencers has allowed her to grow.

The Threes

If I had to list one common characteristic for marketing teams in the Midwest, it would be the need to work with limited resources.  Whether it is funding for agencies, freelancers, or full-time staff, we have to stretch our budgets to get the most bang for our buck.  For the threes section, I ask Ashley what are three pieces of advice she would give another marketer who is working with limited resources.  Here are her tips:

  • Understand what you need to do to be successful – Whether it is the customer’s journey or just a few specific call-to-actions, it is important to make sure you convey how your audience can get more from your content.
  • Find creative ways to get input from other people – From inside or outside your company, make sure you find smart people to help form your content.  Leverage them to create snippets of content that will end up making the whole piece stronger.
  • Facts tell stories sell – Find clever ways to integrate themes and metaphors into your content.  Grab a book on the mechanics of telling stories.

Influencers