The document outlines Blake Pappas' content marketing workshop on the proven 8-step formula. It includes an agenda for the workshop covering topics like content strategy, ideation, content development, distribution, and measurement. It also provides tips for developing personas, coming up with content ideas, creating different types of content, and optimizing existing pages. The overall workshop is aimed at teaching attendees how to successfully implement a comprehensive content marketing strategy.
Effective Keywords Research For Beginners - Back To Basics | Semrush Live Web...Krishna Shekhar
In the semrush live webinar, India series with Parth Suba, I speak on the effective keywords research techniques in SEO, to drive targeted traffic and power sales.
* Basic tips to find best keywords in seo that drives organic traffic and conversions,
* Leveraging on Paid SEO keyword tools,
* How to center your KW strategy around user search intent, and more.
Follow me on:
Twitter: https://twitter.com/krishnashekhar
LinkedIn: https://www.linkedin.com/in/krishnashekhar86/
Company Website: https://krishmarketing.com/
- Conductor is an organic marketing platform that helps brands improve their search engine optimization and marketing efforts.
- The platform aims to empower brands to transform their marketing strategies into a force for helping people by better understanding customer needs through search data.
- Conductor provides tools to help marketing teams measure content performance, track keyword rankings, identify new content opportunities, and collaborate across departments to improve organic search results and business outcomes.
Part 3: Marketing Analytics 101: Inform Your Decisions With the Best InformationSurefire Local
Knowing what's working and what isn't in your digital marketing is one of the most biggest obstacles for contractors. In this session, we'll walk through best practices in tracking and analyzing your digital activities so you know the exact activities are driving the most leads, and stop wasting money on under-performing programs.
The Web Design Circle of Trust: Using Content and Design to Increase Convers...Wellspring Digital
In this presentation for the Digital Summit, we look at how design and user experience (UX) affect your search engine optimization (SEO) as well as conversions on your website.
B2B Marketers: Are your PPC Leads Falling Through the CracksAcquisio
This document summarizes a webinar about finding more quality leads for pay-per-click (PPC) advertising. The webinar discussed finding more search leads through long tail keywords and comparison pages. It also covered using display networks like Google Display Network (GDN) and Facebook advertising to expand reach. The presenters emphasized connecting marketing technology like Marketo to PPC to better qualify leads and measure performance through the sales funnel. Live polls gauged the audience's experience with PPC, account management, display advertising, and marketing automation tools.
There are over 13 million Company Pages on LinkedIn. If yours isn’t set up and standing out, you’re missing opportunities to get your content in front of the audience that matters most to your business.
LinkedIn Company Pages 101 will help you learn:
• The basics of setting up a LinkedIn Company Page and publishing updates
• How to navigate your analytics dashboard
• What content gets the most engagement
• How our team built an engaged audience on our LinkedIn Marketing Solutions Showcase Page
Melissa Joy Kong - How to Use Content to Grow Your BusinessAutumn Quarantotto
The document discusses four keys to building an effective content strategy that impacts the bottom line: 1) having high-quality content, 2) consistent publishing cadence, 3) clearly defined performance metrics tied to business goals, and 4) prioritizing conversion optimization. It provides examples from Eventbrite and First Round Review that illustrate how focusing on these keys can increase site traffic, leads, and revenue through monthly event calendars and optimized landing pages. The document emphasizes that content must either drive new customers and sales or be cut, and consistent publishing is the best hack for content marketing success.
Rev Up Your Lead Engine With Predictive ScoringMarketo
Check out this LaunchPoint presentation featuring data from Lattice, MuleSoft, and FireEye, to discover how to rev up your marketing engine with the power of predictive lead scoring!
Guide to Voice Search & Digital AssistantsSurefire Local
According to a voice study by Microsoft, 1 in 2 people use voice search to find information about a local business every day. So it begs the question... how confident are you that your business is ready for the voice search era?
Join us for a free webinar with Yext, an innovative company that helps local businesses control their digital information, to learn how you can get your business ready to roll when voice search becomes the new norm for your customers to find you online. We'll walk through a few ways you can get your website and digital presence optimized to rank in voice search and recommended on devices like Amazon Alexa, Google Home, and Siri.
Some of the things we’ll cover are:
- Key local search signals to build into your digital presence
- How business listings make you more “recommendable” to voice assistants
- The latest voice trends and tips for local businesses
PR that drives performance by Beth NunningtonJourney Further
In our data-driven world, the value of PR is often questioned — and quite rightly so.
Some see it only as a channel for occasional bursts of activity, while others get bogged down chasing links.
Underpinning all this tends to be slow reporting focused on meaningless metrics like AVE (advertising value equivalent).
The good news?
There's a better way!
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As presented at Search Leeds, June 2019.
The Secret of Successful Contractors: How to Master the Customer CycleSurefire Local
Find out how the top home improvement contractors across the country are using new tools and processes to win more jobs and grow their businesses.
Some of the things you'll learn are:
- Understanding the journey homeowners take to find you online
- A proven system for turning more leads into happy customers
- Best practices for staying organized and keeping your jobs on track with CRM software
- Creating a great customer experience that inspires referrals
- Establishing a process for acquiring online reviews and how to use them in your marketing and job pitches to win the bid
Live Demo: How SEJ Advertising Drives Awareness & Targeted LeadsSearch Engine Journal
Whether you’re looking to raise awareness, effectively build brand authority, supply your sales team with qualified leads, or drive the right traffic to your landing pages, there’s an SEJ advertising product to serve your marketing goals.
SEJ advertising has successfully matched hundreds of brands to digital marketers in need of the products and services that help them do better work and build the kinds of businesses that command their industry.
From the in-house or agency SEO of all levels to executive veteran marketers, the SEJ audience is made up of decision makers and key influencers thirsty for the best tools and services in the biz.
Jessica Cromwell, Director of Sales at yours truly, will show you how Search Engine Journal advertising is all about bridging the gap between distinguished brands like yours and its staunch community of enthusiastic marketers.
In this webinar, you will learn:
- What SEJ advertising products are best suited for specific marketing goals
- Why the majority of SEJ advertisers are repeat customers
- And how SEJ advertising generates quality leads, boosts awareness and can help to position you as the authoritative expert that you are.
Live Webinar: Lead Nurturing Beyond the Email InboxLinkedIn
The way companies nurture leads has changed dramatically. What once was the domain of the sales department now is the responsibility of the marketing team.
Today's most effective marketers are moving their lead nurturing programs beyond the email inbox and embracing multichannel nurturing - which includes display and social media advertising.
This webcast will explore the basics of building a complete lead-nurturing program to reach and engage both known and anonymous prospects. Plus, John McTigue of Kuno Creative and Andrew Hickey of eCornell will share their secrets for reaching more of the right people with always-on tactics that deliver measurable results.
SMX Munich 2018 - In A Nutshell: Advanced Shopping CampaignsLiam Wade
In this fast-paced presentation, I ran (very quickly) through 3 businesses can use to scale their Shopping efforts more effectively. Making better bidding decisions for Shopping campaigns using a combination of these 3 approaches:
- Contextual Feeds
- Proactive RLSAs
- Search Query Sculpting (Advanced)
Thanks for having me SMX!
Lightning Talk #11: Designer spaces by Alastair Simpsonux singapore
You can’t take creative people, stick them in sterile, lowest cost per square foot spaces, and expect them to achieve the best work of their lives. Atlassian has been focussing heavily on the design of their work spaces, to create flexible, engaging, delightful, and yes productive places for their teams to work in.
Hear Alastair Simpson from Atlassian talk about the creative spaces they’ve designed that have scaled with the changing needs of their teams and what they’ve learned about the benefits of creating better environments through thoughtful design.
Emily Sievert - He’s Just Not That Into You: Inspiring an Oversaturated AudienceJulia Grosman
This document discusses various strategies for inspiring audiences on social media through experiential marketing, partner campaigns, influencer marketing, and user-generated content. It provides examples of companies that have successfully used these strategies, such as Visit Denver's experiential marketing event in Chicago that attracted 76,000 visitors, Visit St. Petersburg's partnership with Uber for a VR experience and free rides promotion, and Airbnb's giveaways allowing people to spend the night in unique locations. The document emphasizes focusing on the audience and their needs, showcasing the audience through UGC, and using creativity and innovation to stand out while remaining on trend.
Manthan is one of the best Restaurant Analytics Software Company in US which provides comprehensive AI-powered solution that addresses every need of the contemporary restaurant chain. With Customer Analytics for restaurant marketing, targeting and personalization, Demand Analytics for identifying opportunities and Operational Analytics for day-to-day management.
With all the optimization work that goes into PPC, it’s easy to lose sight of the actual ad copy. Even though it is the only thing the searcher sees, ad copy often stagnates as the ad testing plan winds down and the enthusiasm brought about by a new project subsides into the steady hum of routine tasks.
In this webinar presentation, experts from Hanapin Marketing and Brainlabs Digital go through 10 unique ways to breathe new life back into your PPC ads and discuss why testing that ad copy is such an important tactic in your strategy.
Ad messaging throughout the funnel and across platforms: What's driving succe...Andrea Cruz
The document discusses mapping advertising strategies across different platforms like Google, LinkedIn, and Facebook to different stages of the marketing funnel from awareness to consideration to decision. It provides examples of ad types that work best at each stage on each platform, such as using display or YouTube ads on Google for awareness or search ads for consideration. The key takeaway is to understand how audiences interact with each platform, map content to the stages of the funnel, and identify which ads can move users to the next stage. The goal is to drive successful outcomes like increasing conversion rates and reducing customer acquisition costs.
This document summarizes a webinar about recovering from the holidays faster than competitors through paid search marketing optimizations. It discusses analyzing past year performance, researching competitors, implementing dayparting and device targeting, optimizing mobile ads, using ad extensions, addressing post-holiday worries, capitalizing on new Google product listing ads features, branding strategies on Facebook and Google, remarketing tactics, and getting help from the presenters' agency. The webinar included polls, case studies, and a question and answer session.
Het inzetten van content op social media is voor veel bedrijven een effectieve manier op om social media zichtbaar te zijn en doelgroepen in beweging te krijgen. Een doelgerichte inzet van content op social media ondersteunt bedrijven bij het vergroten van bereik, het stimuleren van interactie, een betere reputatie en imago en het genereren van verkeer en leads. Deze 1 daagse NIMA workshop leert alles over het opstellen van een strategisch raamwerk om een doelgerichte content strategie voor social media te bepalen en in de praktijk te kunnen toepassen.
Rock your Brands Social Media with 1-hour a day! Soho House SeminarCamilla White
The following seminar was hosted at Soho Farmhouse, Soho House in June 2017.
This session was prepared for Soho House members who are creative entrepreneurs! The purpose of this workshop was to enable them to manage their own Social Media channels, with the little time available in the day.
Key Takeaways:
- Brands need to establish WHY they are going online.
- Brands should prioritise Social Media channels for purpose.
- Understand your audience. When do they reach for their phone, what sort of content are they looking for, how do they want to be spoken to.
- Don't make content, Document.
- You should be able to run your brands social media ALL from your MOBILE
- User-generated-content is noted as one of the highest revenue drivers by building a genuine and authentic connection with your fans
- Plan your day!
Modeling the Content Experience: Delivering the Right Content, to the Right P...Andrea L. Ames
Presentation by Andrea Ames (@aames) from STC Summit 2017 (#stc17): https://summit.stc.org/schedule/
Do you work in a multi-product environment and struggle to keep content experiences consistent and delightful for your customers across the enterprise? Do you feel that your style and design guidance is necessary, but not sufficient, to address the task of ensuring your content is delivered to the right person, in the right place, and at the right time? If so, join Andrea for this deep-dive into modeling the content experience. You will dive into a real-world example and work in a group to follow Andrea's process for creating the framework of several models. You will complete enough of each model to continue the process back on the job, and you will take away actionable advice, tips, and tricks to make the work as efficient and successful as possible. Bring your questions and plan to get your hands dirty and have fun!
In this hands-on workshop, you will learn
- What content experience modeling is and how it differs from content or topic modeling
- How modeling benefits your customer experience
- What some typical models are and how to identify the right models for you
- How to design, develop, and validate models
- How to enable the content designers and developers on your team to apply those models
The better you understand your content and content owners, the more effectively you can analyze your content and make it better for the long term. This workshop covers common content challenges and the organizational issues that cause them, and then delves into how to create the right kind of inventory and analysis that drive improvements.
GAUC 2017 Workshop Customer Journey Optimierung: Timo von Focht (Commanders Act)e-dialog GmbH
„Ganzheitliche“ Optimierung bedeutet, alle Touchpoints mit den Kunden – vom Erstkontakt bis hin zum wiederholten Kauf – zu berücksichtigen. Dieser Vortrag zeigt, wie Sie Ansprache, Kanalauswahl und Budget optimieren.
WORKSHOP: Optimising Video As Part of Your Content Strategy - 3XE DigitalEduardas Gricius
3XE Digital Proudly presents:
Greg Fry, CEO of Content Plan
Greg is always an engaging and inspiring presenter. In this, very active workshop, Greg clearly demonstrates why you should actively encourage and promote video creation and usage as part of your storytelling and content marketing.
**presentation is NOT for commercial use**
For more info visit: www.3xedigital.com
WORKSHOP: Content Marketing on a Shoestring Budget - 3XE DigitalEduardas Gricius
3XE Digital Proudly presents:
Caoimhe Gaskin, Content Marketing at Digital Marketing Institute
In this workshop, Caoimhe will share some practical solutions for your content needs that you can implement immediately, recommend apps and tools for producing content using mobile journalism techniques and highlight the key metrics for measuring success in your multimedia efforts.
**presentation is NOT for commercial use**
For more info visit: www.3xedigital.com
You already have the right app to increase content consumption, and conversions with Marketo Predictive Content. View these slides, where we share best practices, use cases and how-to's on automatically recommending the right message to the right buyer and boosting your web and email ROI with powerful machine learning!
Facebook Workshop - Mache Facebook zum MarkenbotschafterPaul Anderie 🧢
Facebook ist das neue Fernsehen. Gerade kleine und mittelständige Geschäfte können sich einen Vorteil davon machen.
Mehr Infos unter: https://prandible.com/
Das Filmstudio in der Hosentasche: Apps, Tipps und Tricks für Smartphone-Vide...Realizing Progress
Hands-on-Session von Günter Exel beim social media travel day 2017 in Frankfurt, 26. Oktober 2017. Der Mini-Workshop gibt erste Inspirationen zur Videoproduktion am Smartphone: Wie kann man Videos aufnehmen, mobil schneiden, vertonen und fürs mobile Storytelling auf Facebook, Twitter, Instagram, Snapchat & Co. einsetzen?
Wer sich über die hier vorgestellten Apps, Tipps und Tricks rund um das Filmstudio in der Hosentasche näher mit dem Thema beschäftigen möchte, findet weitere Trainings-Programme in den eintägigen Tourismuszukunft-Workshops „Mobiles Storytelling“ (www.tourismuszukunft.de/akademie/seminare/seminar-mobiles-storytelling/) und „Mobile Video“.
Im Dezember 2016 wurde die Marke derwesten.de durch die FUNKE Medien NRW reaktiviert. Die Zielsetzungen der Verlagsgeschäftsführung und der Chefredaktion waren ambitioniert und ehrgeizig. nach 3 Monaten sollte das neue Newsportal mind. 600.000 Visits aus den sozialen Netzwerken verzeichnen. Schneller Reichweitenaufbau über Paid und organische Maßnahmen – die wichtigsten Learning und Tipps gibt es in unserem Vortrag. ( Vortrag zusammen mit Alexander Boecker, Chefredakteur derwesten.de)
How to Perfect Your Facebook Business Page - WorkshopBoostly
Here are the slides and live video from a recent workshop I hosted in Scarborough, UK.
We covered
- How to create an engaging post
- Why competitions are the best way to quickly growth hack
- Why you are wasting your money with Facebook Ads
- Why Live video is the way forward
- Why you should have a Facebook Group
Die Internationalisierung schreitet weltweit voran. Ehemals lokale Unternehmen bekommen auf einmal internationale Konkurrenz. Der Kunde hat die Wahl zwischen immer mehr Online Shops, die genau das liefern, was gewünscht ist. Genau hier kommt die Marke ins Spiel! Denn Marken liefern Mehrwerte für die Käufer und bauen Anziehungskraft statt Verkaufsdruck auf. In diesem Webinar lernst du, mit welchen digitalen Marketing-Methoden du dein Unternehmen zur starken Marke machst und dich über steigende Gewinne, Bekanntheit und treue Kunden freuen kannst.
This document provides an overview and agenda for Debbie Williams' 2017 Content Marketing Workshop. It begins with introductions of Debbie Williams and her background in content marketing. It then outlines the workshop agenda which includes discussions on content marketing strategy, buyer personas, editorial SEO, content ideas, content distribution, and a Q&A. It also includes exercises for participants to apply the concepts and pre-event and post-event surveys to understand participants' goals and takeaways. The overall goal is to help participants improve their content marketing efforts through strategic planning, creation of relevant content, and effective distribution.
Building Your Social Media for Success Camilla White
On a Sunny Saturday in London, we pulled up a chair in the gorgeous Notting Hill pub the Walmer Castle, surrounded by creative minds to share ideas, learn and grow our knowledge in Social Media.
The workshop was designed for Entrepreneurs , Influencers and those looking to grow their career in Social Media.
Why? We all live super damn busy lives. So why not spend a few hours on Saturday giving back to your mind, working on your ideas and delving deep into the opportunities that Social Media can give you and your business!
Key Takeaways:
Brands are now being built for Social Media, how can you make your brand shareable?
Limit yourself with Social Platforms. Find the right ones for your brand and message!
User-generated-content is the highest driver of sales on Social Media
It is vital to join and build a community on Social Media
Influencer marketing returns $6.85 for every dollar spent on paid media
Macro-Influencers are can have more impact on the bottom line when used correctly
Grow your community through consistency
Test fast - Test Often!
A three-hour, interactive workshop where attendees define customer personas, draft concepts for content and more. Two worksheets accompany this deck, but are not included.
Talk given by Gavin Austin, Principal Technical Writer, and Ted Kuster, Lead Technical Writer, at STC Silicon Valley meetup on February 2016
Customers no longer have the patience to read online help or user guides. To help customers better understand why they should use a variety of features, and renew their subscription-based apps, Salesforce conducted research to determine the content types that engaged customers most. The result—Salesforce changed its content strategy.
In this session, you’ll learn:
What types of interactive content we’re creating at Salesforce
Why Salesforce moved to interactive content over documentation
How a large company changed its content strategy and how customers responded
Content Workshop - Creating Effective Content for Your WebsiteChance Bliss
The document provides best practices for writing effective web content. It discusses guidelines for legibility, readability, comprehension, and organization. Key recommendations include using sans-serif fonts, line spacing between 1.5x-2x the font size, limiting line widths to 50-75 characters, and structuring content around user needs and tasks. The document also outlines frameworks for analyzing user journeys and content lifecycles to best support customer goals.
Atlanta Ad Club - New Business in the Modern Age - May 2014Joe Koufman
During this Atlanta Ad Club event, Joe Koufman (CEO of AgencySparks) moderated. The panelists included Patricia Camden (VP, Client Engagement for Razorfish), Minsoo Pak (VP, Chief Creative Officer for Sparks Grove), Chris Breen (Creative Director for breensmith), and Scott Thomas (VP, Consumer Marketing for the Cartoon Network).
Advanced Keyword Research for SEO - Training DeckDaniel Brooks
All slides and links from the Advanced Keyword Research for SEO training course ran at BrightonSEO.
Links to templates and documents discussed in the training session:
These are all set to View Only. You'll need to make a copy by going to File > Make a Copy in order to add your research data.
KWR Template
https://docs.google.com/spreadsheets/d/1cbN4FDTp4i3TnHu5PeFpAfYGwoCcdNBOB2uzZT7s4Hk/edit?usp=sharing
KW Mapping Template
https://docs.google.com/spreadsheets/d/1kNNIF1nCVoamXRfUeZeaIny_cA7-0UVZQfFrXFdRvTU/edit?usp=sharing
Keyword Opportunity Model
https://docs.google.com/spreadsheets/d/1dz4SvSlkSXpvOS2kxrm9ZJoIXKGB308iRkyAIv1owc0/edit#gid=666417106
Twitter
https://twitter.com/seodanbrooks?lang=en
Why your Content Marketing is Failing (and how to fix it) Gary DeAsi
View this SlideShare to learn 45+ costly mistakes for why content marketing fails, and actionable tips, resources and examples for how to correct them.
In a digital world where customers have all the power and everyone is a publisher, increasingly high competition and standards are pressuring marketing teams into a race to produce higher quality content, in greater volumes, and at a faster rate than ever before, often with the same amount of resources. But while content is the fuel for every digital marketing engine, not everyone gets the same mileage out of it. A 2016 report from Content Marketing Institute found that while 88% of B2B organizations are using content marketing, only 30% rated their content efforts as being effective for reaching their goals.
This presentation delivers an insightful overview of common costly mistakes that can be killing your content marketing results, and a deep dive on how to maximize content marketing ROI with actionable tips and steps to amplify the impact of every content initiative, including:
The 7 Step Content Marketing Process
1) Personas and Customers: Understanding target customer personas and how to attract and convert them with the right content topics
2) Content Planning and Strategy. Creating monthly and quarterly content plans aligned with each stage of the customer journey, and key business goals, metrics and objectives.
3) Content Production and Design. Digital content creation approaches optimized for search, engagement and conversion.
4) Content Publishing and Promotion. Integrated multi-channel content distribution tactics to reach both larger—and more qualified—target audiences across platforms, and the utilization of data, automation and marketing technology to test, measure and enhance targeting to optimize results.
5) Content Performance and Metrics. Understanding what metrics to track to measure the impact of your content marketing
6) Re-purposing and refining. Smart ways to get more out of your content and increase it lifespan through designing content for re-purposing.
7) People and Process. Building a team with the right skills, knowledge and roles, and implementing an efficient, repeatable content process.
Harness The Power of PPC and SEO for Insane Landing Page ResultsHanapin Marketing
This document summarizes a webinar on using paid search (PPC) and search engine optimization (SEO) strategies together effectively. The webinar was hosted by Nicolette Beard from Raven Tools and Roopa Carpenter from Hanapin Marketing. It included polls to gauge attendee experience with PPC and discussions of how SEO and PPC can complement each other to maximize exposure on search engine results pages. Specific tactics covered included using SEO data to identify new keyword opportunities, matching ad content to searcher intent, and testing landing pages to improve user experience and conversions.
SEMPO CITIES KANSAS CITY | The KC Search ConferenceJosh McCoy
The document discusses a SEMPO Cities event held in Kansas City on October 27, 2016. It provides an agenda for the event that includes several presentations and discussions on topics like using adaptive content to improve search engine marketing, Google search updates, and how automation can work with humans in digital marketing. The event aims to help attendees learn about evolving search industry tactics and strategies through interactive discussions and networking opportunities.
This session will cover data-driven roadmaps for in-house SEOs, technical SEO priorities for 2016, tools that will support your efforts and strategies SEOs need as the search engines continue to mutate in the coming year.
Christian Betancourt - The Rise of Voice Search: Marketing in a Screenless WorldJulia Grosman
The document discusses how marketers can prepare for and succeed with voice search, which will account for over 50% of searches by 2020. It provides 5 key ways: 1) Tune into customers' needs and purchase intent; 2) Use conversational language in content; 3) Ask and answer questions customers may have; 4) Manage structured data on websites; 5) Focus on local SEO like Google Business profiles and location-based keywords. Voice search will be more common as devices like smart speakers proliferate, so marketers must adapt strategies to be found and understood through voice.
By 2020, more than 50% of all search queries will be via voice search. This new era of search engine marketing brings new challenges and opportunities. This presentation helps marketers better understand the impact and trends of voice search, how to prepare, and 5 actionable ways to prepare and succeed with voice search.
Content marketing for podcast technori social jack 2017 - dean delisle - forw...Social Jack
The document discusses content marketing strategies and plans. It provides tips on developing keywords, content types, measuring results, and creating a content map. The overall strategy described is to create and share valuable content across multiple platforms to engage customers, build relationships, and move prospects through the sales funnel to achieve business goals. Accelerated learning techniques are also mentioned to help audiences learn content quickly and retain information.
"Think Like a Marketer" and bring your Talent Brand to the next level [webcast]LinkedIn Talent Solutions
The document discusses how talent acquisition teams can better align with marketing teams to strengthen a company's talent brand. It advocates that talent acquisition teams think like marketers by managing a talent funnel for inbound, sourced, referral, and internal candidates. The document provides examples of how one company, CloudLock, improved their talent brand through initiatives like developing career site content with marketing, organizing employee lunch and learns, and focusing on measurable results from social media outreach. Their efforts led to a large increase in applicants and career site pageviews over time.
Facebook ads: How To Build A Funnel For Sales, Not LikesHanapin Marketing
The last time you heard about a great product from a friend, the recommendation probably didn’t start with “buy this now”, but instead a story of your friend’s experience with that product. Yet, as marketers, we forget this and more often than not try to lead with a “buy now” message.
In this presentation, JD Prater from Hanapin Marketing and CEO of AdEspresso, Massimo Chieruzzi, discuss a number of Facebook strategies that not only represents a full story of your brand or product, but captures your target audience at the right time in the sales funnel.
You’ll get expert-level PPC tips like:
*How to set up Facebook ads that get results
*Learn how to move your audience down the sales funnel
*Get cutting-edge strategies on matching your offer with your audience
Explore tactical examples of Facebook ads from real companies
Matt Cooper, GM at Visually, and Angela Lee Bostick, CMO at Emory University, Goizueta School of Business discuss how content marketing has become increasingly important in attracting successful higher education candidates, and how Emory University successfully strategized and executed an effective content marketing campaign, leveraging existing assets & resources.
Put Your Creative to Work: Creative Testing for Nonprofits: 2018 Washington N...PMX Agency
Creative is the heart and soul of your nonprofit brand and fundraising initiatives, and can act as the powerful catalyst that evokes an emotion, and influences a donor to give to your cause. But, Creative doesn’t come in a one-size-fits-all approach, nor does it always have a defined formula or set of best practices. From different audience needs, to different team goals, Creative that performs requires a synergy between the art and the science. In this session, we’ll be digging into how to bridge the gap between your Creative aspirational goals, and the data that powers your Creative strategy. We’ll look at smart methods for creative testing, what types of Creative work across different media platforms, and how to form a collaborative working strategy across teams that aligns fundraising, marketing and Creative objectives. We’ll look at case studies from the American Heart Association, as well as a range of other organizations to illustrate how Creative was taken from concept to execution
Introverted Freelancer Guide To Writing ProposalsHandsOnWP.com
Right-brained or left brained, creative or analytical, the Introverted Freelancer needs to suss out what problem your WordPress client is asking you to solve. We’ll talk about how to define the client’s problem and convert that problem statement into a proposal the defines how you will meet the clients’ needs and help improve their bottom line.
This document provides a summary of sessions and events that took place at the Digiday Career Fair. It describes that there were 17 employers with tables to meet job seekers, 11 speakers gave presentations on various career-related topics, and 592 job applications were submitted. It also lists some of the session titles presented on topics like personal branding, networking, turning liberal arts degrees into tech jobs, resume writing, and interviewing skills. The summary conveys the key purpose and activities of the career fair event.
6 Steps To An Advanced Competitor Analysis For Digital MarketersHanapin Marketing
In this presentation, Hanapin’s Jacob Fairclough and SEMrush’s Paul Klebanov will direct you through the process of analyzing your own account, comparing it to your competition, and taking the steps to put your brand above the rest.
Similar to Blake Pappas - Workshop : The Proven 8 Step Formula to Successful Content Marketing (20)
Charm Bianchini - A Three Step Process to Better Customer Engagement Autumn Quarantotto
The document outlines a 3-step process for effective customer engagement: 1) Listen to customer data from multiple channels, 2) Learn insights from the data by creating a single source of truth and aligning teams, and 3) Engage customers with personalized, timely stories delivered across channels. Some tips for each step include tracking behaviors, supplementing data, creating organizational alignment, personalizing content, and using triggers. The goal is to understand customer needs and provide value over just focusing on volume.
Stephanie Miller - Day to Day Innovation: Making Digital Transformation Real Autumn Quarantotto
The document discusses how everyday innovation works in customer-centric organizations. It provides frameworks and methods for making innovation a daily practice, including questioning everything, testing and learning, and practicing empathy. The document emphasizes that innovation is a partnership between organizations and individuals that requires nurturing curiosity and innovation skills through practice over time. Innovation is linked to modern marketing and customer centricity. The goal is to help apply these innovation concepts to any organization.
Jessica Michaels - Finding Success with Multi-Channel AttributionAutumn Quarantotto
The document discusses multi-channel attribution and the importance of tracking customers' full buyer journeys across different marketing channels. It provides an overview of Google's various attribution models and how to set up reporting in Google Analytics to understand customer paths. Tracking calls is also highlighted as critical for understanding leads. Effective multi-channel attribution requires tracking customers at the individual level, understanding their lifetime value, and having visibility into their full online and offline journeys.
The three keys to customer experience (CX) nirvana are ubiquity, consistency, and emotional resonance. Ubiquity means being available everywhere customers are, but only when they want. Consistency means providing perfect experiences without customers having to repeat themselves. Emotional resonance means making customers feel a positive emotion. Achieving CX nirvana requires embracing these three keys.
Geoff Livingston - Super Hero Content Marketing: A Data TaleAutumn Quarantotto
This document summarizes a presentation about how an educational company called Legends of Learning used content marketing strategies around the 2017 solar eclipse to boost student engagement and teacher acquisition. They developed educational content about the eclipse including lesson plans and games. On the day of the eclipse, it was their highest day ever for student game plays and teacher acquisition increased. Their eclipse content became some of their most popular, showing how substantive educational content can succeed in content marketing. Data and analytics were crucial to optimizing their approach over time.
Jon Lombardo - The Future of B2B Marketing: Think Like Disney and 6 Other Tr...Autumn Quarantotto
This document discusses 7 trends in B2B marketing for 2017:
1. Thought leadership to build trust and generate leads
2. Developing "content franchises" to distribute messaging across formats like Disney
3. Ensuring touchpoint consistency across customer interactions
4. Leveraging employees as marketers to amplify content reach
5. Moving from hyper-targeting to achieving "relevant reach" across audiences
6. Following rules for brand investment like the 60/40, 10:1, and 80/20 principles
7. Prioritizing metrics that correlate to brand value, like "connection density"
Jon-Mikel Bailey - Your Website’s Performance Matters to Google AND Your Clie...Autumn Quarantotto
This document discusses tips for optimizing website performance. It recommends identifying key issues through testing, prioritizing fixes, optimizing images and video, using smart coding techniques, and designing for mobile. Specific tips include minifying files, limiting plugins, and using responsive design, accelerated mobile pages, or progressive web apps. The document stresses the importance of performance to both users and search engines like Google.
Mia Vallo - How to Prove the Value of Your Social Media CampaignsAutumn Quarantotto
This document outlines five steps to effectively measure social media:
1. Develop a framework with social and business objectives, key performance indicators (KPIs), and secondary metrics.
2. Focus on metrics that matter like reach, engagements, actions, and audience insights.
3. Find the right tools to track metrics, support business needs, and aggregate data from multiple accounts.
4. Look beyond numbers to gain insights by asking questions about trends, outliers, and problems to solve.
5. Listen to audiences to understand sentiments, feedback, mentions, trends, and influencers.
Chris Mechanic - The Coming Conversion Revolution (& How to Stay Relevant)Autumn Quarantotto
The document discusses how marketers need to change their approach from focusing on driving traffic and user acquisition to fostering empathetic human connections. It suggests some easy strategies like limiting form fields, asking relevant questions, and addressing user concerns to improve conversion rates. The #1 underutilized asset that can help is discussed but not revealed. Examples are given of other marketers that are effectively using a more human-centered approach.
Danny Setiawan - How to Increase Conversion with Usability TestingAutumn Quarantotto
The document discusses usability testing and how it can be used to increase conversion rates. It provides an overview of usability testing, including what it is, why it's important, and basic techniques. It explains how usability testing involves observing real users to minimize friction points. The presentation also provides guidance on how to recruit participants, conduct tests, and act on findings to improve the user experience and drive more conversions.
The document provides tips to boost email open rates, including implementing bounce management, segmenting subscribers and using reactivation campaigns, and writing compelling subject lines. It discusses tracking bounce rates and removing invalid emails, segmenting subscribers into tiers based on engagement and using progressively more direct messaging to reactivate them. Testing showed reactivation campaigns increased open rates and click-through rates and led to 10% of "sleepy subscribers" being reactivated. The final tip suggests front-loading important words in subject lines and using personalization, rhymes, alliteration and puns.
Vivienne Kay - Build Innovative Teams: Insights from Google, Pixar and ShopifyAutumn Quarantotto
The document discusses how to build a culture of creativity within a company or team. It recommends fostering trust and psychological safety so that colleagues do not judge each other for failures but instead encourage risk-taking. Specific techniques mentioned include Pixar's "Braintrust" where artists get feedback on work, and Shopify's "trust battery" and "fresh eyes" approaches of building relationships and considering new ideas with an attitude of "yes, and". An overarching theme is that creativity thrives on trust, acceptance, and a mindset of collaboration rather than judgment.
This document outlines challenges in measuring ROI for digital marketing and provides guidance on attribution modeling, tracking, and key metrics. It discusses choosing attribution models like first touch or linear, integrating analytics, marketing automation and CRM to track leads and sales. Cost per conversion, cost per opportunity, pipeline, cost per acquisition and lifetime value are identified as important metrics to understand which channels are most effective.
Brooks Aukamp - Combating Crisis Situations on TwitterAutumn Quarantotto
The document discusses how Twitter can be used as an essential tool for crisis management. It provides examples of how companies like Ford, Airbnb, and JetBlue have effectively used Twitter to clarify situations, advance positive messaging, and engage audiences during times of crisis. The document also outlines best practices for crisis communications on Twitter, such as giving the brand a human face, leveraging executives, activating third parties, using immersive formats, and maintaining an always-on approach to build momentum and allow for quick responses if needed.
Janet Driscoll Miller - Workshop: Current Search Strategies That Will Increas...Autumn Quarantotto
The document discusses strategies for search engine optimization, including understanding how Google works by crawling and indexing websites and ranking them algorithmically. It covers recent changes at Google like the search results redesign, voice search, and RankBrain. Key topics include using keywords informed by buyer personas, optimizing content with targeted titles, descriptions and footer text, and the importance of high-quality content and internal linking to build authority.
Debra Louison-Lavoy - Super Narratives are Powerful and Profitable. And You C...Autumn Quarantotto
The document discusses how narratives drive marketing and how great brands build powerful narratives. It explains that a narrative is a system of beliefs that affects how people interpret meaning. It also notes that a powerful narrative will tell many stories, like customer stories or product stories. The document advises marketers to consider how building a narrative could impact their marketing team, products, and customers, and stresses that if a narrative is adopted people will make it their own and tell their own stories. It provides criteria for measuring narratives and discusses how narratives can aid impact, message cohesion, team cohesion, and resilience.
Ginger Shimp - The Care and Feeding of the Content EngineAutumn Quarantotto
This document provides tips and strategies for creating and distributing digital content. It discusses how content must appeal to different types of buyers across various stages of the buyer's journey, from awareness to conversion. It then offers numerous suggestions for developing content such as white papers, blogs, videos, podcasts and web events and leveraging it through tactics like digital asset versioning and inclusion of multimedia elements. The goal is to start with seminal content and extract multiple content formats to engage diverse audiences.
Michael Trapani - How to Prepare for The Very Strange Future of MobileAutumn Quarantotto
The document discusses the future of mobile technology and its implications. It notes that the first decade of mobile from 2007-2017 saw smartphones like the iPhone launch and apps become popular. However, apps are now escaping icons and integrating with core apps. Content is shifting to mobile platforms like Facebook videos. Artificial intelligence will help create insights from dark data and allow personalized content. The future may include messaging payments and location-based offers, as well as mixed reality on mobile. Regional differences will also impact mobile trends.
Shashi Bellamkonda - Giving Marketing a Voice - 10 Steps to Marketing Using V...Autumn Quarantotto
1) The document discusses the rise of voice assistants and their impact on marketing. It notes that many experts expect artificial intelligence to have a greater impact than social media.
2) It provides 10 steps for marketers to take advantage of voice assistants, including building structured data, owning their brand's "name space" through voice, setting up voice content best practices, building a voice map, measuring customer journeys, collecting data, getting a first mover advantage, deploying a voice app platform, setting expectations, and integrating AI and voice into existing marketing.
3) The key challenges are the fragmentation across different voice assistants and lack of publicly available voice query data.
Blog Post to SlideShare Presentations For Website TrafficSarah Arrow
🚀 Transform Your Blog Content into Engaging SlideShares! 🚀
I'm thrilled to share a new resource that will help you reach a wider audience by repurposing your blog posts into SlideShare presentations. 📚✨ Discover a step-by-step guide on how to convert your blog content into visually appealing slides using Google Slides. This detailed guide covers everything from outlining your presentation to optimising your slides for maximum engagement. Whether you're looking to boost your online presence or make your content more shareable, this guide has got you covered. Check it out now and start transforming your blog posts into powerful presentations! https://www.onlinevisibilityacademy.com/turning-your-blog-post-into-a-slideshare/
Outdoor and Indoor Advertising: Pros and Cons.pptxPROreklama
This presentation explores the pros and cons of outdoor and indoor advertising, helping businesses make informed decisions about their advertising strategies.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
PHP (Hypertext Preprocessor) is a widely-used open-source scripting language that is particularly suited for web development and can be embedded into HTML. It is primarily used for server-side scripting but can also be used as a general-purpose programming language. PHP is renowned for its simplicity, flexibility, and ease of integration with various databases and web servers, making it one of the most popular languages for building dynamic websites and web applications.led by Mr. Hirdesh Bharadwaj, is an ideal choice for summer training in PHP in Delhi. With Mr. Bharadwaj's extensive 15 years of experience in the field, Webs Jyoti offers top-notch training in PHP development.
One notable aspect of Webs Jyoti is its unique approach. It's not just a training institute but also functions as a development agency. This means that students not only receive theoretical knowledge but also gain practical experience by working on real-world projects.Ducat offers comprehensive PHP training with a strong focus on practical implementation and live projects. Their course covers the latest industry standards and trends, ensuring that students are well-prepared for job placements .
Webs Jyoti: This institute provides 100% practical classes, study materials written by the founder, and training on 2-3 live projects. They also offer job placement assistance and grooming sessions for job seekers.Voice Search Optimization ACIL Computer Education: Known for its industry-standard training, ACIL offers various PHP courses ranging from basic to advanced levels. They emphasize hands-on training with real-world simulations and provide job assistance and placement guarantees for certain courses.
APTRON Gurgaon: APTRON offers a well-structured PHP course with modules on basic to advanced PHP concepts, webs jyoti, and CodeIgniter. They also provide live project experience and job placement assistance.
SLA Consultants India: SLA offers an advanced PHP training program designed by experienced professionals. Their course includes live projects, instructor-led classroom sessions, and extensive practical exposure to ensure students are industry-ready .
Each of these institutes has its own strengths, so you might choose one based on specific criteria such as course content, faculty experience, or placement records.Webs Jyoti: This institute provides 100% practical classes, study materials written by the founder, and training on 2-3 live projects. They also offer job placement assistance and grooming sessions for job seekers.Webs Jyoti ensures that students receive top-notch education and support to kickstart their careers in coding and software development.One notable aspect of Webs Jyoti is its unique approach. It's not just a training institute but also functions as a development agency. This means that students not only receive theoretical knowledge but also gain practical experience by working on real-world projects. Mr. Bharadwaj's extensive 15 years experien
Join us for an inspiring session where we delve into the transformative power of Artificial Intelligence (AI) and Extended Reality (XR) in digital marketing. In today's rapidly evolving landscape, staying ahead requires more than just awareness—it demands proactive engagement and strategic implementation. Leslie Marshall, CMO, Mesmerise Group, will share insights into how emerging technologies like AI and spatial computing are fueling the next generation of marketing. Leslie's journey exemplifies how embracing new technologies can empower marketers to better understand and attract the right customers, ultimately supporting exceptional experiences. In this session, Leslie will highlight how marketers can adopt an explorer's mindset, encouraging them to ask probing questions and navigate through the intricacies of new tech fearlessly. Leslie believes that curiosity is not only a tool for understanding emerging technologies but also a driver for long-term success and innovation in any marketing career. Attendees will leave the session with a 5-step plan for marketers to leverage new technologies to revolutionize their marketing strategies. Looking ahead, let's ask the right questions, define precise metrics, and embrace a forward-thinking approach that aligns with the evolving needs of both the market and the customer. The future of digital marketing awaits—are you ready to seize it?
Key Takeaways:
Attendees will leave the session with a 5-step plan for marketers to leverage new technologies to revolutionize their marketing strategies. Looking ahead, let's ask the right questions, define precise metrics, and embrace a forward-thinking approach that aligns with the evolving needs of both the market and the customer.
Much like Odysseus's fabled journey, the venture of an organization into creating compelling websites, easy-to-use digital solutions, and flawless user experience is laden with trials and triumphs. This session explores a BizStream customer case study that demonstrates how crafting composable digital solutions with headless CMS and headless commerce is possible. The result now serves as a modern-day Athena, navigating the customer through the stormy seas of digital transformation. Attendees can expect to learn how to embrace modern composable solutions, understand the benefits they bring, and identify which of Odysseus's conflicts to avoid.
Key Takeaways:
What makes up a composable digital solution.
Why content is still king in a composable world.
How Headless CMS and Headless Commerce are different.
Revolutionizing Advertising with Billion Broadcaster Standee Screen MediaVikasYadav194549
Billion Broadcaster's standee screen media is revolutionizing the advertising landscape with innovative digital screens placed in high-traffic areas such as malls, airports, and residential complexes. These dynamic screens capture attention with vibrant multimedia content, offering a visually engaging platform for advertisers.
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A Startup's Guide To Building a Brand - Kwabena Oppon-Kusi.pdfKwabena Oppon-Kusi
This is a step by step guide to all startups on how to develop a strong and healthy brand. It defines what a brand actually means and gives you a better understanding on how you can build one for your startup, sustain it and ultimately grow it in a lean way. This is an essential for every one with a new idea, ready to make it into a viable business.
TRAINING OUTLINES
Build Dashboard and Admin Panel for the Client
Adding Auto Pagination Script to control content on the PHP result page
Upload and Publish Files, Images and Video Dynamically
Configure a payment gateways API for accepting online payment
Embedding Google and Social Media APIs like Google Direction Maps, Charts
Adding Ajax to generate elastic search and auto suggestion list
Enabled Refine Search like Colors, Size, Price for a e-commerce website
Write Mails and Alert Notification Scripts for Users
SMS Integrations for Payment, OTP and account confirmation
Various verifications, captcha and approval ways to automate account
User Controls like Login, Signup, Manage Profile, Logout, Get Password etc
Collecting and displaying data from SQL using Joins and procedures
Enabling dynamic data ready for the JSON So we could parse it for other APIs
Manage a Hosting account, Uploading Backup and SQL, panel Management.
2. @blakepappas22
#DSDCAbout Your Presenter...
● Content Marketing Coach at Vertical Measures, a
50 person PPC, SEO & Content Marketing
agency in Phoenix, AZ
● Sample of our 40+ clients:
4. @blakepappas22
#DSDCAgenda
Time Topic
8:30 – 9:45am • What is Content Marketing
• Putting Together Your Content Strategy
• Performing Ideation & Market Research
9:45 – 10:00am COFFEE BREAK
10:00 – 11:35pm • Developing Useful Content
• Optimizing Your Content for the Web
• Promoting Your Content
• Distribute Your Content
• Lead Nurturing – It’s In the Mail
• Measurement
11:35 – 12:05pm LUNCH BREAK
12:15 – 12:45pm • Case Studies
• Wrap up
6. ● How many of you are webmasters or SEOs?
● How many are primarily marketing people?
● Any business owners?
● Organizations with more than 100 employees?
● More than 1,000?
● How many of you have been successful with CM for at least 12
months in a row?
Who are you?
7. @blakepappas22
#DSDCThe Real Reason You are Here…
Panda: 2011
● On-site penalties
● Thin content
● High ad-to-content ratios
Penguin: 2012
● Off-site penalties
● Low-quality backlinks
● Exact match anchor text
Hummingbird: 2013
● Semantic search
● Full question searches
● Indexing to understanding
21. @blakepappas22
#DSDC
93% of all consumers
use search prior to
making a purchase
93%
90%+ of buyers click on
organic links vs. the
sponsored ads
90%
86% of searchers
conduct non-branded
queries
86%86%
How Important is Search?
Source: GroupM
29. @blakepappas22
#DSDCPublish Like A Publisher
Traditional Media Backgrounds = Great for Content Marketing
• They plan ahead
• They think strategically
• They love editorial calendars
• They understand deadlines
• They can create great content
• They find fresh angles and sources
• They know how to engage an audience
30. @blakepappas22
#DSDCContent Inventory
• Have you taken an inventory of your current
content?
• Look for out of date content
• Look for duplicate content
• Look for content gaps
• Tools to use:
• Screaming Frog
• Excel
32. @blakepappas22
● What will your new content accomplish?
• Lead Generation?
• Increased Revenue?
• Customer Retention?
• Thought Leadership?
• Open New Markets?
• Lower Customer Service Costs?
Why Are You Creating Your Content?
Every piece of content should
have a business purpose.
33. @blakepappas22
● What will you measure?
● Engagement? Traffic? Leads? Revenue?
● Do you have the tools you will need to measure
your success or failures?
● Do you have analytics in place?
● Establish benchmarks right now.
● What does success look like?
● Did your content help its audience members
achieve excellence at what they do?
What Is Different A Year From Now?
35. @blakepappas22
● Your audience can be a number of different groups –
depending on your industry & your site offerings
o Current/potential customers? People spending
money on your product or service now or in the future?
o Location? Are you a location based business and how
might that impact your audience?
o Seasonal? Is your business seasonal with a changing
audience?
Who is Your Audience?
36. @blakepappas22
Who are they?
• Demographics
• Pain points and needs
• Barriers to purchase
• Influencer potential
• Content formats
• Content sources
• Mobile vs desktop
Persona Development
Decisive Dana
“Brand A widget
reviews”
Bargain Britt
“cheapest widget”
37. @blakepappas22
Persona: Homeowner, 30s, prefers shorter & more visual content
Goal: Save money and “go green”
Persona: Buyer's Journey & Content Gaps
How to Lower
Your Utility Bill
Top 7 Reasons Going Solar
Pays Off Long-Term
— CONTENT GAP — Why
SolarCity's
Solar Panels
Last 50%
Longer
41. @blakepappas22
● You are a publisher and you must create
content to speak to your specific
audience and that truly represents YOU!
● Create a Mission Statement
● Find your voice
o Humorous?
o Serious?
o Researcher?
Who Are You?
42. @blakepappas22
● What expertise will you need?
o Creative writing?
o Sales copy?
o Technical writing?
o Graphics?
o Video?
● Leverage your employees – the key
to success? They are the SMEs!
● Business partners or suppliers may
contribute
Who Will Create Your Content?
43. @blakepappas22
● Your Blog?
● Your web pages?
● RSS feeds?
● Social accounts?
● News Feeds?
● Sites for Videos, Images, Slides, PR, etc?
● Will you have content to download?
● Have you developed a communication tool or
process for spreading your content marketing
vision throughout the organization?
Where will the Content be Published?
48. @blakepappas22
#DSDC
THE ODDS OF HITTING A GRAND SLAM
Most of us aren’t the New York Yankees, so we strongly
suggest playing CONTENT MONEYBALL:
1 in 4 at bats = hit (a success)
1 in 36 at bats = home run (a big success)
1 in 1,691 at bats = grand slam (viral success)
49. @ShanaSullivan38
In order to play CONTENT MONEYBALL, you need
to come up with hundreds of ideas so you can
create fresh, USEFUL content on a frequent basis.
Here’s how we do it…
56. @blakepappas22
#DSDCGoogle’s Answer Box
“When we recognize that a query asks a question, we programmatically detect pages that
answer the user's question, and display a snippet as a featured snippet in the search results.” - Google
71. @blakepappas22
● Draw content out of challenges,
trends, achievements and
internal events
● Don’t ask “What can you write
about?” Ask “What questions do
you get asked every day”
● Content@YourEmail.Com
Every Moment is a Content Opportunity
90. @blakepappas22
• Faster, cheaper, engaging
• Drives social traffic
• Average quiz gets shared
1,900 times (BuzzSumo)
• Can be used for lead
generation
Quizzes
91. @blakepappas22
● Optimized Title
● Detailed Description
● Statistics
● Images & Video
● Product Comparisons
● User Generated Content
Let’s Not Forget Product Pages
95. @blakepappas22
Sample Hub & Spoke Schedule
January 10 - Hub Launch, Email #1, Blog, PPC Ad
January 17 - Blog and Email #2 Spoke
January 23 - Webinar Spoke
January 27 - YouTube and Slideshare Spoke
January 31 - Blog Spoke
February 3 - Off-site Article
February 7 - Infographic Spoke
February 15 - Inclusion in e-Newsletter
February 21 - Off-site Article
February 28 - Blog Spoke
March 8 - Blog Spoke
March 16 - Email #3
March 28 - Off-site Podcast
97. @blakepappas22
#DSDCBlog Writing Tips
● Write to communicate a
message, not word count
● Write posts people will
want to link to
● Don't be self-promotional
● Always keep target
audience in mind
● Use visual differentiators
98. @blakepappas22
#DSDCBy “Visual Differentiators” We Mean:
Content Chunking
● Headers and sub-headers
● Multipleimages
● Short paragraphs
● Bolded or italicized terms and
phrases
● Internal links
● Bulleted or numbered lists
See neilpatel.com
This example: 74 paragraphs, 5 subheads,
40 links, 33 images/graphics
106. @blakepappas22
You don’t go there and neither do our prospects…
Source: https://chitika.com/google-positioning-value
107. @blakepappas22
#DSDC
Each month, 8.5 out of the top 10
rankings will change positions.
Every day, 78% of search results
have some ranking change. - Moz
109. @blakepappas22
#DSDCOn Page SEO Elements
Title TagURL
H1 Tag
H2 Tag
Content
"Interested in taking your internet
marketing strategy to the next level but not
sure where to start? Start with a Search,
Social and Content Strategy now."
Meta
Description
110. @blakepappas22
Most Common Problems We Find?
1. Unintentional duplicate content
2. Page-load times
3. Poor HTML (title tags, meta descriptions, broken links)
4. Poorly optimized images and videos
5. Bad backlinks/Not enough backlinks (very important!)
6. Thin content (lack of semantic KW opportunity)
7. Not Mobile Friendly
112. @blakepappas22
Page Speed
• Address key issues like image and JavaScript optimization
• Reducing resources needed to process images, scripts
and files improves PageSpeed
• A one-second delay in PageSpeed can decrease
conversions by 7%
116. @blakepappas22
#DSDC
● Mainly for conversions
● First time a visitor is understanding who you are
● ~140 - 180 characters
Meta Description
117. @blakepappas22
H Tags
● Should be similar to page title
● Tell the bots what to expect on the page
● Hard coded into the HTML (H1, H2, H3, etc.)
● Only one H1 tag per page
<h1>My Post is About SEO</h1>
<h2>SEO is Awesome</h2>
<h2>What is Google</h2>
<h2>People Love SEO</h2>
<h3>Matt Cutts Loves SEO</h3>
120. @blakepappas22
• Important for usability and visibility
• Internal links tell search engines what your site is about
• Proper internal linking structure allows search engines
to spider and index more pages within your site.
• Use, but don’t abuse, internal text links within
content (1 per 300 words is a good rule of thumb)
• Keep footers clean and include a link to sitemap
Internal Links
122. @blakepappas22
● Reduce file size
Use relevant● keywords in image filenames.
DONT: "DL000031.jpg", DO: ”animas-river.jpg"
Make sure <● img> tags have their "alt" and "title"
attributes
Context matters. Google looks at● content placed
around the image, like titles and captions.
How to Optimize Images
EXAMPLE
Current - /images/uploads/galleryImages/_Large/andybarbour27.jpg
New - JPG Name | Alt Tag | Title
/images/uploads/galleryImages/_Large/animas river-sunset-andy-barbour.jpg
123. @blakepappas22
How to Optimize Videos
● Specific, Compelling Title
● Related Tags
● Description
● Include a link placed at
the beginning – with
http://
● High Video Quality /
Resolution
124. @blakepappas22
#DSDCIt’s a Mobile World
In the past 2 years, mobile surpassed desktop in:
• # users
• # Google searches
• time spent on device
Mobile-friendly update
• released April 2015
• “Accelerated Mobile Pages” are rewarded
135. @blakepappas22
What’s Next?
Audit Findings:
• Long, not so fun form
• Irrelevant images and
distracting CTAs
• Did not give any result
based on self evaluation
– not meeting user’s
expectations
Leading to a 61% exit rate on “thank
you” page
Goals:
• Improve user experience
• Increase conversion rate
for self evaluations
• Increase conversion
volume for consultation
requests
140. @blakepappas22
CRO Results
Self-Evaluation
• Increased conversion rate by
130%
• 93% increase in leads (~250
extra leads per month)
Consultation CTA Results
• Increased conversion rate by
81%
• Month over month we are
continuing to see the highest
conversion volume ever
148. @blakepappas22
Why Pay to Play?
500MTweets per day
300 hrsVideo uploaded every minute to
YouTube
2%Average reach of organic Facebook
post
Sources: http://w ww.internetlivestats.com/tw itter-statistics / http://w ww.statisticbrain.com/youtube-statistics
https://social.ogilvy.com/facebook-zero-considering-life-after-the-demise-of-organic-reach/
149. @blakepappas22
Paid Search
● Drive traffic based on
relevant search queries
● Test ad copy and landing
page experience
● Shape your strategy;
quickly learn what
keywords drive quality
traffic
153. @blakepappas22
Paid Social
● Drive traffic based on
audience interests
● Test engagement through
ad creative
● Shape your strategy;
quickly learn what content
engages with targeted
audience segments
155. @blakepappas22
Programmatic
● Drive traffic based on 1st and 3rd party data
● Real-time bidding based on audience segments
● Shape your strategy; quickly learn what audiences are engaging with
your brand
156. @blakepappas22
● Identify low hanging fruit
o Guest blog posts or articles (they are still okay)
o Where you have relationships
o Local partners & listings
● The best links:
o Are from trusted sites
o Have varied anchor text
o Are from many different, relevant websites
Build Links To Your Content
158. @blakepappas22
• A paid/organic content
promotion or distribution
strategy
• Target influencers based on
personas
• Use a variety of content
formats
• Provide an easy route for
influencers to promote
Influencer Marketing & Outreach
168. @blakepappas22
#DSDCSocial Media Policy
● Do you have one documented?
○ If not, create one and share
● Who has the authority to post?
○ On the company accounts?
○ On their personal accounts?
● Who will moderate, respond?
○ Acceptable turnaround times
● Take sensitive conversations offline
● Escalation and crisis policies
175. @blakepappas22
#DSDC3 Types of Distribution
OWNED EARNED PAID
Website Social media Display ads / Google AdWords
Blog User reviews Social ads / promoted posts
E-mail Backlinks Sponsored content / native ads
181. @blakepappas22
#DSDC
“When you're wondering what to say or
how you look, just remember, she's
already out with you. That means she
said yes when she could have said no.
That means she made a plan when she
could have just blown you off.
So that means it's no longer your job
to make her like you. It's your job not
to mess it up.”
182. @blakepappas22
How Can Lead Nurture Help You?
• Increase business by providing consistent value
• Keep your company top-of-mind
• Deepen existing relationships
• Move people through the buying cycle quicker
• Build brand recognition
• Create loyalty and trust
184. @blakepappas22
• Visually appealing and branded
• Incorporate into editorial calendar: plan frequency
• Segmenting: targeted messaging
• Plan out segmented drip or follow up campaigns
• Stay brief: Read More, Get More Details
• Great subject line!
E-mail Best Practices
190. @blakepappas22
#DSDCPOV’s
• Point of View that includes:
your response, opinion,
solution, expertise
• Shows you are up to date,
have your customer’s best
interests in mind, and are
an authoritative source of
information
198. @blakepappas22
● Measure for successes… and failures
● Check your rankings, traffic, conversions and other key metrics
● Focus on the strategies that are providing the best ROI and keep publishing
Measure!
199. @blakepappas22
Metrics that Matter for Content Goals
Primary Content Goals Corresponding Metrics
Improve SEO Keyword rankings, Average SERP position, SERP CTR, organic pageviews and organic sessions
Educate audience Avg. time on page, pages viewed per session, return visitors, external link, brand awareness lift
Drive qualified leads Conversion rate (CVR), Cost-per-lead (CPL); Cost-per-Customer-Acquisition (CPC)
Encourage social sharing Social shares, comments, mentions
Start/own the conversation Comments, external links, shares, email forwards
Personalize brand N/A - Conduct qualitative research following content campaigns
Increase brand following Direct traffic, Email subscription growth, Unique open rate, Unique CTR, brand mentions, external links
200. @blakepappas22
● Where are you in relation to direct or indirect competitors?
● Guide your strategy with this data to find gaps or to play catch-up
Competitive Analysis
PAGES
INDEXED
KEYWORDS IN POSITIONS 1-
20
KEYWORDS IN POSITIONS 1 -100
RATIO OF RANKED KEYWORDS
(POSITIONS 1 - 20) TO INDEXED
PAGES
HTTPS:/ Y OUR DOM A I N. C OM / 118 22 208 0.19
HTTP://WWW.C OM PET IT OR- ONE. C OM 46 190 1052 4.13
HTTPS:// SU BDOM AI N.C OM PETIT O R- ONE.C OM / 1720 3650 7316 2.12
HTTP://WWW.C OM P ET IT OR-T WO. C OM / 26 158 482 6.08
HTTP://C OM P ETIT OR-T WO. C OM / PA GE 478 1439 4480 3.01
HTTP://SU BD OM AI N.C OM PETI T OR-T WO.C OM 258 1834 3976 7.11
HTTP://WWW.C OM PET IT OR-T HR EE.C OM 40 127 357 3.18
HTTP://WWW.C OM PET IT OR- FOUR.C OM / 10300 264 1859 0.03
201. @blakepappas22
● Where are your traffic/leads/contactscoming from?
● How can you optimize your sources to improve?
Sources
Organic
17%
Referrals
29%
Social
8%
Email
4%
Paid
14%
Direct
26%
Other
2%
205. @blakepappas22
The Content Journey to Conversion
Became a
customer!
December – End of February
Read blogs,
watched videos,
attended webinars,
downloaded hubs
212. @blakepappas22
#DSDC
Fixed SEO issues and started
sporadically posting content
Increased blogging to at least
2x per month
Organic traffic is up over 1800% by adhering to SEO best practices and posting content
Industry: Business Consulting
Services: Coaching
214. Started posting 3x per
month
Since posting 3x per month, organic traffic has increased 235%
Industry: Outdoor Recreation
Services: SEO, CRO
215. @blakepappas22
● It takes courage to give away something of value without
the expectation of immediate return
● It takes courage to trust that your customers and
prospective customers will reward you with attention and
sales and loyalty at some point in the future
● It takes courage to play the long game, not the short game
It Takes Courage...
216. @blakepappas22
What if we never used these words again:
● Blogging
● FAQ’s
● Content Marketing
● Inbound Marketing
● Social Media Marketing
217. @blakepappas22
Listening to What Customers are Telling You●
Building your List of Interested Prospects●
Communicating on a Regular Basis●
Helping Your Prospects Make a Decision●
Teaching or Training your Customers●
Building a Learning Center●
Creating Content People are Actually Searching for!●
Instead Talk To Management About:
219. @blakepappas22
Six Qualities of the Most Successful Content Marketing Case Studies
Via the SalesLion
1. Education is Their Primary Focus
2. The Entire Company Believes in Content
Marketing
3. They Produce Their Own Content
4. The Content They Produce is Educational, Honest,
and Non-Promotional
5. They Aren’t Afraid to Tackle the Big Questions
6. Sales and Marketing are United in Producing
Content
223. @blakepappas22
What We Do for our Clients
Content Marketing Strategy
and Development
Profit-Driven Pay-Per-Click
Management
Technical Search Engine
Optimization
224. @blakepappas22
If we were to offer you an online, self-paced, digital marketing coaching
program where you would receive:
• Online access to everything we just covered
• Dozens of videos with short assignments covering each step
• Downloadable workbooks with step-by-step training modules
• Access to a comprehensive video training library for advanced users
• Private webinars
• Private, live Q&A sessions every month
Question For You:
Who would find that valuable?
Would you pay $200 per month for it?