“I’ve had the pleasure of working with Ashley for over 2 years as her manager. Ashley is the perfect blend of strategy and execution. Not only does she uncover gaps, she comes with a forward thinking solution and a more efficient process to help said problem. Her positive, energetic, collaborative, go-getter mindset is the type of team member managers strive to find and keep. She comes hungry… wants to be challenged… accepts feedback with grace… craves growth.. and an overall incredible team player. ”
About
Over the last 6 years, I've worked in marketing to help…
Contributions
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How can a team identify the strengths and weaknesses of their content strategy?
This statement cannot be overstated enough: To get executive buy-in on your content strategy, you need to align it with business goals. It's how you will advocate for budget, your teams' work and future roles on your team. Let's say you're a B2B startup and you—the marketer—need to drive MQLs. And you need to generate $1M in revenue from content marketingcampaigns. For MQLS, you may need more TOFU content enriched with keywords to get inbound leads. For generating revenue, you may need to create more BOFU content to appeal to your buyer's intent which would be they're more likely to buy now. I love examples to illustrate a point. (:
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How can a team identify the strengths and weaknesses of their content strategy?
Talk with your existing customers to gather anecdotal feedback. BUT if you struggle to get customers on the phone because they're busy (I know the feeling). I'd recommend using Gong or Reddit for secondary research. However, it's best to get a customer on a call to collect primary research. You could incentivize them by writing a customer story about their success or give them a Starbucks gift card for their time. Both of those tactics have worked for me.
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How can a team identify the strengths and weaknesses of their content strategy?
Analyze your competitors, but do the reverse of their content strategy. If you want your content to stand out, you must take a contrarian POV. Go against the status quo—your competitors. Yes, you should have a pulse on best practices, but in today's attention economy, you must stick out. One of the ways to do that is to find an angle that's different from your competitors. A practical B2B example would be to find an overlap between your product and ideal customers' enemy (i.e., website forms, paid ad expenses). From there, make that topic the focus of your content to appeal to your ideal customer's pain points—I bet your competitors aren't thinking like that.
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How can a team identify the strengths and weaknesses of their content strategy?
When people say to audit your content, I like to start with top-performing content assets. I dissect the "why" behind a content asset that brings us inbound leads. 👉 Did this content help our ideal customer find answers? From there, I identify how we can elaborate on the topic to make additional content pieces. 👉 How can my company's POV and offers help our ideal customers further with this content asset?
Activity
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🏁 The race for qualified renters is on! 🏁 Want to stay ahead of the competition? Our friends at Grace Hill have the juice (cough cough…
🏁 The race for qualified renters is on! 🏁 Want to stay ahead of the competition? Our friends at Grace Hill have the juice (cough cough…
Liked by Ashley McGovern
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One of the most valuable skills in today's economy is knowing how to grow an account on Instagram / TikTok / YouTube. I constantly get pings from…
One of the most valuable skills in today's economy is knowing how to grow an account on Instagram / TikTok / YouTube. I constantly get pings from…
Liked by Ashley McGovern
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I just took my first real vacation in 6 years. Now, that doesn't mean I haven't traveled in the last 6 years, but I never truly unplugged from work.…
I just took my first real vacation in 6 years. Now, that doesn't mean I haven't traveled in the last 6 years, but I never truly unplugged from work.…
Liked by Ashley McGovern
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Creative is the new targeting. Loved this hilarious example from SURREAL Personally, I love the "Hey Lawyer" ad format. Or in this case, "Hey B2B…
Creative is the new targeting. Loved this hilarious example from SURREAL Personally, I love the "Hey Lawyer" ad format. Or in this case, "Hey B2B…
Liked by Ashley McGovern
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