Content

Top content experts for 2021

Our marketers have worked with 1000+ eCommerce brands with over $20M+ budgets, and have contributed to over $100M in sales. In this guide, we’ve asked some of our top experts to share their secret PPC strategies.

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Kristina Adel

Kristina Adel

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Kristina Adel is a Customer Relations Coordinator at Velour Beauty, one of the most luxurious eye-centric beauty brands that also sell in Sephora and Ulta. Her role is in creating email marketing strategies, optimizing customers’ experiences with the website and building relationships with the community. Her expertise lies in content creation, copywriting and e-commerce as she is passionate about helping every customer have the best experience with the brand. Kristina loves conveying brand stories that generate demand and achieve success.

A must-have tool for scaling eCommerce business

Every tool has a place in your toolbox but without data, any step you take becomes just a guess. Microsoft Clarity is an amazing free tool business can implement to start studying heat maps, view customer recordings of their interactions with the website and much more. It’s not as robust as some other applications but its simple interface and no cost make it a perfect tool for exploring how your customers interact with the website. Such data will then form a foundation for the next steps for website optimization that will drive conversion and sales. Don’t forget to focus on the mobile interface as that’s the main source of traffic nowadays.


A recommended (not-so-obvious!) paid-media technique to drive the highest ROI possible

It may sound obvious but a strong segmentation of your customers is key. Everyone expects a personalized experience that is tailored to their specific needs. Building automated email funnels for these specific groups will take some work off your shoulders as you focus on other goals. I like using Retention Science for this as its AI technology makes product recommendations and timings super simple. Connecting those audiences with your Facebook and Google Ads is also a massive plus.

What makes a killer ad-copy?

A/B testing of different killer ad copies will help you find that KILLER ad copy. It can very interesting to see how one word changes the results. Also make you to check for the main keywords on Google trends and listen to what your customers are saying in reviews and on social media. Your customers already know the best keywords you should use in your copy. Plus pop in influencer content into your ads so you don’t even have to worry about the creative.

An eCommerce brand you promoted you are particularly proud of the results achieved

I’m proud of promoting all the small businesses I had a chance to work with as part of the ShopHERE program in Toronto. Every small business managed to successfully shift their brick-and-mortar stores online and continue their entrepreneurial journeys.

Emily Crume

Emily Crume

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Emily Crume is the director of strategy for Social Media Examiner, the world's largest social media marketing resource. Her role is to organize strategic relationships, sponsorships and alliances for the company. She helps businesses and brands connect with social marketers and digital influencers. Her expertise is in sales and business development and she loves to talk about how companies can achieve marketing success (ROMS), demand generation, using content to attract your next best customer and how to find fit in your sales process.

A must-have tool for scaling content marketing

Today, smart marketers must communicate well to engage customers digitally. When you need relevant topics, a must-have tool is Google Trends.

I’ve used the search function to explore words and phrases related to business goals and voilá - trending topics emerge.


A recommended (not-so-obvious!) content marketing technique that you've used

When you need relevant topics, a must-have tool is Google Trends.

I’ve used the search function to explore words and phrases related to business goals and voilá - trending topics emerge.

Which content platform have you seen the most success with?

LinkedIn is a platform I've used to share custom videos to educate and deliver insights. I created a video series of tips called Field Trip. These recordings showcase my client’s business while educating prospects about how to be successful at conferences and events.


A brand that you've worked with and the specific results that you've achieved (that you are particularly proud of)

I'm proud of all campaigns we did so far.

Field Trip 4.0: How to Connect in the Absence of Live Events

Mikenzi Ross

Mikenzi Ross

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Having grown up as a kid in a traveling band, I learned how to connect with, engage, and entertain people from all walks of life.

As a copywriter, I employ those lessons to craft authentic copy that makes your audience feel excited to invest in your offer. Selling doesn’t have to be slimy… and I’ll prove it.

A must-have tool for scaling eCommerce business

Blogs, blogs, blogs. I’ll sing from every mountain top that blogs are great for nurturing long-lasting and valuable relationships with new and old customers. When you create consistent, relevant, and high-value blog content, your ideal audience will find YOU.

When you share engaging and informative content, you establish your expertise and build trust with your audience. This, in the long run, will make people much more likely to invest in your products or services because they know that you know what you’re talking about, and your word is good.

A recommended (not-so-obvious!) content marketing technique that you've used

Empathy. As a copywriter, empathy fuels every word that I write. No matter what marketing tactics you choose to implement, it must come from a genuine, authentic, and ethical place of understanding your customer.

The modern consumer can smell BS from a mile away, and no one likes to feel pandered to. Before you initiate any content strategy, really get to know the people you’re talking to, and show them respect.

Treat others the way you want to be treated. When you respect and understand your customers, they will respect and value you.

What makes a killer ad-copy?

Empathy, authenticity, and integrity. It is so important that your customers trust you, and the best way to do that is by being clear about who you are.

Great copy builds relationships and helps your ideal customers find solutions to their problems, but loyal customers can only come after a foundation of trust is built.

When you stay true to yourself and believe in the products or services you’re selling, you’ll always connect with the people who are excited to buy from you.

An eCommerce brand you promoted you are particularly proud of the results achieved

In 2020 I worked with an incredible holistic wellness brand to rebuild and renovate their website. They once served as a beloved community gathering space in their city, but COVID-19 meant they could no longer provide a physical place where people could come to connect with nature and each other.

By rejuvenating their website, I helped them embrace their brand voice, their mission, and create an online environment where people could connect and purchase their hand-crafted holistic products.

I also upped their website traffic by 30%, so that’s pretty awesome, too!

Nick Chai

Nick Chai

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Nick is a copywriter and digital marketer. He runs his own publication, Content Jedi with the purpose of sharing his knowledge and opinion on content creation as well as marketing in general. He lives and breathes content. He thinks that content is a bridge to connect creators with their audience. With that being said, a creator who manages to provide value over profit is the one who wins in the long run.

A must-have tool for scaling content marketing

Hootsuite and Moz are definitely the tools you need to scale your content marketing strategies. Hootsuite gives you the ability to manage all your content assets under one roof. Moz gives you the data you need to create useful and engaging content for your audience. These tools make content creation and distribution a whole lot easier when combined. For efficiency in content marketing, you should always aim for easy-to-use platforms that give you more than what you need. Find out what platform works best for your business and stick with it.


A recommended (not-so-obvious!) content marketing technique that you've used

Be active on social. In my opinion, content is more than just posting on your feed and expecting people to take notice of what you’ve posted. You have to socialize more on social media to get on your audience's radar because a comment is also a form of content. It pays to take the time to socialize with your audience. You deepen the bond and trust by doing so and the effect compounds over time. A genuine relationship with the audience is the best marketing any brand can invest in for long term ROI.


Which content platform have you seen the most success with?

LinkedIn. One thing I like about the platform is the organic reach it gives to my posts. It’s has a reach which exceeded my expectations. Basically, it has a wider reach without having to pay for a single cents.

I’ve been using LinkedIn for over a year now and I can say I’m happy with my results. Now that they released LinkedIn Stories, I’m looking forward to how people on LinkedIn use the feature as part of their day to day content creation process.

A brand that you've worked with and the specific results that you've achieved (that you are particularly proud of)

They’re not a brand actually. They’re a non-profit organization that I worked with for a period of time. They wanted to raise awareness on the programs that they're running to a wider demographics which they were doing pretty good before we even met. However, they were missing the bigger picture of their strategy which I think could bring them results if done right. The meetings we had were to realign their strategy with their objectives. The work they do is changing the lives of many and that’s what I’m proud of working with them.



Nick Baklanov

Nick Baklanov

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Nick is the Marketing Manager at HypeAuditor, an influencer marketing platform. He has 12+ years of experience in influencer marketing and public relations, has a passion for data, is a father, husband, and a lifelong learner.


A must-have tool for scaling eCommerce business

If you want to scale eCommerce, then try Influencer marketing. Influencer marketing is on a rise. In a time of disaster, people rely more on social services. We are seeing surges in traffic, especially in areas most affected. The use of social networks is growing, and therefore the amount of advertising money that is being redirected from offline to online is also growing. Brands and advertisers are searching for the most effective ways to share their message to the masses online. As one of the few viable ways advertisers can connect with audiences online influencer marketing will continue to grow.
HypeAuditor is a must have tool for Influencer marketing. It helps to discover the right influencer for your business and to check influencer's accounts for fraud, engagement rate, audience quality and many more.

A recommended (not-so-obvious!) marketing technique that you've used to get amazing ROI

Repurpose influencers content.
1. Pay influencers to make an Instagram post and a few Stories.
2. Agree in advance about the possibilities of further use of this content in advertising.
3. Make an ad from influencer's post. Target the ad on influencers audience.
4. Profit.

What makes a killer ad-copy?

I think that there are two main factors that affect ad copy quality:
The first factor is studying the needs and pains of the target audience. Without a deep understanding of your audience, it is difficult now to break through the information noise. The second one is to test multiple ad copies. Only the audience can show which ad is the best. It is important to correctly define the criterion of success.

A brand that you've worked with and the specific results that you've achieved (that you are particularly proud of)

We helped a large restaurant chain carry out a social campaign to support doctors. During these difficult times, the restaurant chain delivered meals to doctors at hospitals free of charge. the campaign gained wide coverage in the media and helped the chain survive in this COVID era, with minimal losses through food delivery

Sara Ramlo Larsen

Sara Ramlo Larsen

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Sara Larsen is a public company CMO with 20+ years international marketing experience growing new software revenue streams through a customer-centric marketing approach. Sara has developed a methodology and team model to support top line growth, marketing ROI, and uniquely tell a brand’s story with impact. She’s most recently the CMO of Brightcove, the market leading video streaming platform. Previously she’s served as Vice President, Americas Marketing and Communications at Dassault Systemes, the industry leading engineering software company. In that role she was responsible for go-to- market activities in the Americas across three sales channels and twelve industry verticals that represent one of the company’s largest markets. Earlier in her career, Sara held various marketing leadership roles at SAP Americas, including running SAP’s digital marketing initiatives, and at IBM, where she led marketing for IBM’s channels business. A native of Fargo, ND, Sara is a graduate of Truman State University and Syracuse University.

A must-have tool for scaling eCommerce business

Video. It's the most tactile way to share an on-line experience- either through a visual product demonstration or a user/buyer review. Video views in the retail industry have grown exponentially in the past year- including 114% in Q2 alone. A video strategy is a must have for retailers who now need to building a robust on-line audience with shoppers, as well as support traditional in-store retail formats.

A recommended (not-so-obvious!) paid-media technique to drive the highest ROI possible

Paid editorials. I know it sounds old school- but good content that is useful is relevant- even if in a paid editorial format. Some call it native advertising, or paid social. Net, its ensuring good content that's helpful gets in front of the right people.

What makes a killer ad-copy?

Simple. "Would I read this and care". If you can't say yes, send it back for a re-write. Every buyer is a person- and most people get too much content thrown at them daily. If you use too much industry jargon and are too wordy, people will tune you out. Be clear, be impactful, and say what really matters.

A brand that you've worked with and the specific results that you've achieved (that you are particularly proud of)

6sense. They get the new way people, on behalf of companies, research and ultimately buy. They understand the mystical 'buyer journey'. They have driven marketing ROI for me higher than I've ever seen in my career.

Yaagneshwaran Ganesh

Yaagneshwaran Ganesh

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Yaagneshwaran Ganesh (popularly known as “Yaag”) is among the top 100 global MarTech influencers, a TEDx speaker, a best-selling author and the host of The ABM Conversations Podcast.

Yaag has over 10+ years of experience in B2B marketing for MarTech organizations and startups. He has helped several startups achieve product market fit, and scaled them to sustainability.

He is an active member of the startup ecosystem and is part of the Google for Entrepreneurs initiative “Startup Weekend”, thus being a sounding board for startups in APAC and Europe.

He is also a member of the Forbes Council and has authored 7 books, with the latest one titled “The Revenue Marketing Book”. He speaks at international forums such as Performance Marketing Moscow, Startup Communities in Germany, Chamber of Commerce Netherlands, CII, and also academic institutions such as the IITs, Saxion University of Applied Sciences and more.


A must-have tool for scaling content marketing

As a B2B marketer and a firm believer of account based marketing, I’ve always believed that content marketing is very hard to scale because it’s not just about bringing in the traffic that consumes your content, but about bringing in the right audience. From that perspective, Zest is my favorite marketing tool. It’s a perfect fit because I’m into martech and Zest puts my content in front of the marketers.

A recommended (not-so-obvious!) content marketing technique that you've used

Love the question, especially the not-so-obvious part. I don’t believe in written content for a specific part of the funnel. It sounds very counter-intuitive. No one is going to consume top of the funnel (ToFu) content, and then consume mid funnel (MoFu) content and then bottom of the funnel (BoFu) content and then make a buying decision. It’s not that linear. From consumption to buying, the pattern is random.

So I try to combine elements of all three parts of the funnel in my writing. One of the best examples in the marketing world right now for the kind of writing I’m talking about, is the kind of content that you see on the Ahrefs blog.

Which content platform have you seen the most success with?

This is a tricky one. It always works in combination. For me, I use Ahrefs for understanding buying intent and for driving the right traffic for content consumption, I use LinkedIn and Zest. To improve on page content experience, understand content consumption patterns and intent in real-time, I use Mulch.ai.

In the past, I’ve used content syndication tools like Taboola and Outbrain, but eventually realized that content syndication was a waste of time, effort and money because they never drove relevant traffic for me.

A brand that you've worked with and the specific results that you've achieved (that you are particularly proud of)

Zest.is - I’ve no second thought about it. And the credit doesn’t just go to their platform but also to the kind of team they have built. 

Here’s the story. I’m someone who believes that it’s important for you to have side gigs that shape you as a marketer. Your job is one dimension of what you can do, but with a side gig you can run a lot of experiments without any hierarchical issues. 

In 2019 December, as the covid scene was slowly surfacing, my personal website also came into existence. I often used my personal website as a place to test out content marketing experiments as well as wrote on topics based on how I saw them. So, I wanted to see how I can grow my website without spending a lot of money. 

And till date, my only content marketing expense is Zest Boost. My website has grown from 200 visits (mid January 2020) to 12000 visits per month on average (as on July 4, 2020) and that too without putting up pop-ups asking people to subscribe to my content.

And thanks to that experience, the partnership with Zest only grew from there. They became the sponsor for The ABM Conversations Podcast, a B2B marketing podcast that my friend Manish and I run together.


Christina Robinson

Christina Robinson

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Christina is Managing Director of Green Umbrella Marketing, a recognised brand known within the recruitment industry for providing social media management services, coaching, design and online marketing strategies. Christina is driven by the fact that in today’s world, it doesn’t matter how big or small your marketing budget is, you can be a major player. For small businesses, the tools are just as accessible – you just need to know how to use them!

A must-have tool for scaling content marketing

Sometimes, we have to go back to basics when it comes to digital and content marketing! When I’m mapping out funnels, I often use Post-It notes to plan the content that’s going to drive people through the funnel and along the journey to them becoming a buying customer. For that reason, Trello is my must-have tool. I build boards that correlate to each step of my funnel, and use the cards as me Post-It notes! It works fantastically for my team and our clients.

A recommended (not-so-obvious!) content marketing technique that you've used

There’s one thing that comes up again and again when I’m speaking that always sees people in the audience scribbling notes. Human SEO. When we’re producing content we can get caught up producing what we believe will work for the algorithms, forgetting it’s actual humans who we need to engage with us! Thinking about the headline you use on an image that represents a blog, rather than just using the SEO rich title can have great benefits when you’re trying to stand out in the newsfeeds of your target client.

Which content platform have you seen the most success with?

Given the variety of clients and niches I’ve worked with, this is a tough question! What works for one doesn’t necessarily work for another. when it comes to choosing the right platform for your brand it’s essential to deep-dive in terms of creating your customer avatar/persona. You need to understand not only where they’ll consume your content but also how and when. Once you know those you can start to remove some options that are likely to bring you least success. Starting with just a few tools and platforms in your arsenal will allow you to perfect your presence, once you’ve done that you can grow by adding additional platforms with expedited success. Working this way means whatever platform you choose initially - you’re destined for success!

A brand that you've worked with and the specific results that you've achieved (that you are particularly proud of)

I have so many stories to share! One I can’t go into detail on saw a start up receive an offer which ultimately ended in them being acquired by one of their competitors. One of the key factors being the strength of brand amongst the target market. The content strategy crossed a variety of media and a big factor in the success was that the business owner was focused more on presence than ROI. The owner knew the return would come - and it did!

I also worked with an independent financial advisor who won a prestigious industry award because of the marketing strategy we implemented. As an independent business based in a sleepy town who operated in a business area where compliance often puts the brakes on anything creative (content-wise), this business used creative organic and paid Facebook strategies to reach their target clients. It was a fantastic example of how a small business can stand shoulder to shoulder with big business when it comes to online strategies. It was so refreshing to see a business in this situation take a brave step forward and grow because of it - which they’re continuing to do!

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