0
Tricia Travaline | @skyword | #ContentConvergence
The Convergence
Imperative
Tricia Travaline | @skyword | #ContentConvergence
Today’s Presenters
Jason Falls
@jasonfalls
Author, Speaker, Founder
Soci...
Tricia Travaline | @skyword | #ContentConvergence
Tricia Travaline | @skyword | #ContentConvergence
86
% OF PEOPLE
WHO SKIP TV ADS
% DECLINE IN
TECH TRADESHOW
SPENDING
% OF...
Tricia Travaline | @skyword | #ContentConvergence
Tricia Travaline | @skyword | #ContentConvergence
Tricia Travaline | @skyword | #ContentConvergence
Tricia Travaline | @skyword | #ContentConvergence
stop interrupting what people love,
and become what people love...
Tricia Travaline | @skyword | #ContentConvergence
Tricia Travaline | @skyword | #ContentConvergence
Who is Skyword?
IABC OMAHA OCT 17, 2013
CONVERGENCE
Succe
ss
(on and
offline)
Public
Relations
Content
Marketing
Social
Media
Jason Falls ...
IABC OMAHA OCT 17, 2013
SEO HAS EVOLVED.
Jason Falls | @jasonfalls | #ContentConvergence
IABC OMAHA OCT 17, 2013
GOOGLE: NO LONGER FOOLED
> In 2011, Google launched major
updates designed to stop spammers
– spec...
ENTER PR + SOCIAL
Jason Falls | @jasonfalls | #ContentConvergence
IABC OMAHA OCT 17, 2013
HOW GOOGLE WORKS
Ranking in 2014
IABC OMAHA OCT 17, 2013
Become a thought leader1
2 Create great, ...
IABC OMAHA OCT 17, 2013
LET’S DISTILL THAT: WHAT DOES IT TAKE?
1. Creative content
2. A great user experience
3. Relations...
IABC OMAHA OCT 17, 2013
WE’RE ALL IN THE CONTENT BUSINESS
Public Relations
Messaging
Press Releases
Pitches
Blog Posts
Whi...
IABC OMAHA OCT 17, 2013
“Content is the
currency for
building social
relationships
that boost
earned media.”
Jason Falls |...
IABC OMAHA OCT 17, 2013
SO, WHAT MAKES CONTENT “GREAT”
Original Simple
Valuable &
Useful
Entertains Emotional
Jason Falls ...
IABC OMAHA OCT 17, 2013
ABOVE ALL, CONTENT
MUST BE
RELEVANT
TO YOUR TARGET
AUDIENCE
Jason Falls | @jasonfalls | #ContentCo...
IABC OMAHA OCT 17, 2013
KEY CONSIDERATIONS
Who is the audience that you need to reach?
Why will they care about you?
What ...
IABC OMAHA OCT 17, 2013 Jason Falls | @jasonfalls | #ContentConvergence
IABC OMAHA OCT 17, 2013 Jason Falls | @jasonfalls | #ContentConvergence
IABC OMAHA OCT 17, 2013 Jason Falls | @jasonfalls | #ContentConvergence
IABC OMAHA OCT 17, 2013
TELLING YOUR STORY
Leveraging PR
> PR should be involved
from outset
> Ensure content aligned
with...
IABC OMAHA OCT 17, 2013
TWEET THIS:
YES, SOCIAL MEDIA DIRECTLY
IMPACTS HOW SITES RANK.
(ACCORDING TO GOOGLE)
Jason Falls |...
IABC OMAHA OCT 17, 2013
CONCEPTTHE ZERO MOMENT OF TRUTH
“Shoppersmakeuptheirmindsabouta
productinthreetosevenseconds.
This...
IABC OMAHA OCT 17, 2013
WINNING THE MOMENT OF TRUTH
Find your
moments of truth1
2 Get your message out
to the right to the...
PUTTING IT ALL TOGETHER
Jason Falls | @jasonfalls | #ContentConvergence
IABC OMAHA OCT 17, 2013
CONVERGENCE
SEO &
Public
Relations
Content
Marketing
Social
Media
WO
M
Jason Falls | @jasonfalls |...
IABC OMAHA OCT 17, 2013
TWEET THIS:
SEARCH CANNOT EXIST IN A
VACUUM.
PR, SEARCH & SOCIAL MUST
BE INTEGRATED TO SUCCEED
Jas...
IABC OMAHA OCT 17, 2013
SIX TAKEAWAYS
> If you want earned media, become the media.
> Create a content strategy, not just ...
IABC OMAHA OCT 17, 2013
TWEET THIS:
The only way to truly win search is to
ultimately deserve it. Be awesome
and do things...
Follow @Skyword on Twitter to learn more
about the latest in content marketing
Access our resource center for additional
p...
THANK YOU!
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The Convergence Imperative - Skyword and Jason Falls

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What’s the key to influencing buying decisions?

Good Public Relations?
Great SEO?
Better Social Media Marketing?

The answer is all of the above. Online marketing has become less about gaming the system and harvesting links, and more about engaging your audience through powerful storytelling.

Are you equipped with the skills necessary to create breakthrough content?

Jason Falls, founder of Social Media Explorer, and Patricia Travaline, vp of marketing at Skyword, will discuss the Convergence Imperative: How success today requires marketers to develop sustainable content creation strategies that include PR, SEO, and social media marketing best practices.

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  • people are actively avoiding marketing messages, and it shows in marketing effectiveness…
  • Today people are hit with 3,000 brand messages each day. Technology enables them to escape and seek out content they love without being interrupted.
  • Why did we create Skyword? We, as marketers, strive to get our brand to stand out and get into the purchase consideration set. But it’s getting harder to break out through modern media
  • Shift in strategy is needed.
  • Stories build brands. Always have, always will.
  • First, let’s start with a few myths.
  • But, there’s no doubt that it has changed dramatically. I’ve been involved in search marketing for more than a decade. And, in the past three years, I’ve seen some very fundamental shifts in what it takes to achieve higher rankings, more traffic and more conversions.
  • Of course, that couldn’t last. Google released some updates to change how they ranked sites. Their mission is relevance. And, they thought that the deluge of spammy content and links were hurting users. Which it was. So, they cleaned house. They started punishing sites that had “bad” links. And, nearly overnight, brands large and small that had been using these tactics found their visibility dramatically reduced.
  • Links still matter, but how you get them – how you earn them, has fundamentally changed how marketers should think about SEO in 2013 and beyond.
  • FACTORS: CONTENT, RELATIONSHIPS, SOCIAL, DASH OF TECHNICAL
  • Hummingbird
  • Meaningful content delivered to a specific audience, designed to elicit a specific outcome.
  • Meaningful content delivered to a specific audience, designed to elicit a specific outcome.
  • First, let’s start with a few myths.
  • Transcript of "The Convergence Imperative - Skyword and Jason Falls"

    1. 1. Tricia Travaline | @skyword | #ContentConvergence The Convergence Imperative
    2. 2. Tricia Travaline | @skyword | #ContentConvergence Today’s Presenters Jason Falls @jasonfalls Author, Speaker, Founder Social Media Explorer Tricia Travaline @travwin VP, Marketing, Skyword
    3. 3. Tricia Travaline | @skyword | #ContentConvergence
    4. 4. Tricia Travaline | @skyword | #ContentConvergence 86 % OF PEOPLE WHO SKIP TV ADS % DECLINE IN TECH TRADESHOW SPENDING % OF DIRECT MAIL NEVER OPENED SOURCES: THE GUARDIAN,. TSEA.ORG,, & EPA.GO, 46 44
    5. 5. Tricia Travaline | @skyword | #ContentConvergence
    6. 6. Tricia Travaline | @skyword | #ContentConvergence
    7. 7. Tricia Travaline | @skyword | #ContentConvergence
    8. 8. Tricia Travaline | @skyword | #ContentConvergence stop interrupting what people love, and become what people love...
    9. 9. Tricia Travaline | @skyword | #ContentConvergence
    10. 10. Tricia Travaline | @skyword | #ContentConvergence Who is Skyword?
    11. 11. IABC OMAHA OCT 17, 2013 CONVERGENCE Succe ss (on and offline) Public Relations Content Marketing Social Media Jason Falls | @jasonfalls | #ContentConvergence
    12. 12. IABC OMAHA OCT 17, 2013 SEO HAS EVOLVED. Jason Falls | @jasonfalls | #ContentConvergence
    13. 13. IABC OMAHA OCT 17, 2013 GOOGLE: NO LONGER FOOLED > In 2011, Google launched major updates designed to stop spammers – specifically unearned links > As more updates rolled out, tactics that had been effective became a liability > As a result, SEO has become an earned media approach Jason Falls | @jasonfalls | #ContentConvergence
    14. 14. ENTER PR + SOCIAL Jason Falls | @jasonfalls | #ContentConvergence
    15. 15. IABC OMAHA OCT 17, 2013 HOW GOOGLE WORKS Ranking in 2014 IABC OMAHA OCT 17, 2013 Become a thought leader1 2 Create great, unique content that your audience will care about 4 Do the basic technical stuff right 3 Market your content to promote it with your audience. Share it in social media Jason Falls | @jasonfalls | #ContentConvergence
    16. 16. IABC OMAHA OCT 17, 2013 LET’S DISTILL THAT: WHAT DOES IT TAKE? 1. Creative content 2. A great user experience 3. Relationships + Storytelling 4. A dash of technical geekery Jason Falls | @jasonfalls | #ContentConvergence
    17. 17. IABC OMAHA OCT 17, 2013 WE’RE ALL IN THE CONTENT BUSINESS Public Relations Messaging Press Releases Pitches Blog Posts White Papers Social Content Events Digital Marketing Blog posts Social media Ad Copy Website copy Email marketing Video White papers Jason Falls | @jasonfalls | #ContentConvergence
    18. 18. IABC OMAHA OCT 17, 2013 “Content is the currency for building social relationships that boost earned media.” Jason Falls | @jasonfalls | #ContentConvergence
    19. 19. IABC OMAHA OCT 17, 2013 SO, WHAT MAKES CONTENT “GREAT” Original Simple Valuable & Useful Entertains Emotional Jason Falls | @jasonfalls | #ContentConvergence
    20. 20. IABC OMAHA OCT 17, 2013 ABOVE ALL, CONTENT MUST BE RELEVANT TO YOUR TARGET AUDIENCE Jason Falls | @jasonfalls | #ContentConvergence
    21. 21. IABC OMAHA OCT 17, 2013 KEY CONSIDERATIONS Who is the audience that you need to reach? Why will they care about you? What are you doing to earn their interest? What incentive do they have to share? Finding Topics > Ask your sales team > Map the buying cycle > Q/A Sites – Quora, Yahoo! Answers, etc. > Mine social media > Follow industry, peers Jason Falls | @jasonfalls | #ContentConvergence
    22. 22. IABC OMAHA OCT 17, 2013 Jason Falls | @jasonfalls | #ContentConvergence
    23. 23. IABC OMAHA OCT 17, 2013 Jason Falls | @jasonfalls | #ContentConvergence
    24. 24. IABC OMAHA OCT 17, 2013 Jason Falls | @jasonfalls | #ContentConvergence
    25. 25. IABC OMAHA OCT 17, 2013 TELLING YOUR STORY Leveraging PR > PR should be involved from outset > Ensure content aligned with audience > Build and nurture relationships > Custom pitches > Utilize social media Jason Falls | @jasonfalls | #ContentConvergence
    26. 26. IABC OMAHA OCT 17, 2013 TWEET THIS: YES, SOCIAL MEDIA DIRECTLY IMPACTS HOW SITES RANK. (ACCORDING TO GOOGLE) Jason Falls | @jasonfalls | #ContentConvergence
    27. 27. IABC OMAHA OCT 17, 2013 CONCEPTTHE ZERO MOMENT OF TRUTH “Shoppersmakeuptheirmindsabouta productinthreetosevenseconds. Thistimelapseiscalledthe“FirstMomentof Truth,”andisconsideredthemostimportant marketingopportunityforabrand. -WallStreetJournal Jason Falls | @jasonfalls | #ContentConvergence
    28. 28. IABC OMAHA OCT 17, 2013 WINNING THE MOMENT OF TRUTH Find your moments of truth1 2 Get your message out to the right to the right people at the right time LocalPaid Organic Paid [Brand] Reviews! www.brand.com Real reviews from real users. Get the facts first.
    29. 29. PUTTING IT ALL TOGETHER Jason Falls | @jasonfalls | #ContentConvergence
    30. 30. IABC OMAHA OCT 17, 2013 CONVERGENCE SEO & Public Relations Content Marketing Social Media WO M Jason Falls | @jasonfalls | #ContentConvergence
    31. 31. IABC OMAHA OCT 17, 2013 TWEET THIS: SEARCH CANNOT EXIST IN A VACUUM. PR, SEARCH & SOCIAL MUST BE INTEGRATED TO SUCCEED Jason Falls | @jasonfalls | #ContentConvergence
    32. 32. IABC OMAHA OCT 17, 2013 SIX TAKEAWAYS > If you want earned media, become the media. > Create a content strategy, not just a blog. Get creative. > Be willing to fail repeatedly before you find what works. > Build (and nurture) relationships before you need them. > Use Google Authorship. > Research and manage your ZMOT. 1 2 3 4 5 6 Jason Falls | @jasonfalls | #ContentConvergence
    33. 33. IABC OMAHA OCT 17, 2013 TWEET THIS: The only way to truly win search is to ultimately deserve it. Be awesome and do things that make people want to talk about you. Jason Falls | @jasonfalls | #ContentConvergence
    34. 34. Follow @Skyword on Twitter to learn more about the latest in content marketing Access our resource center for additional presentations and materials www.skyword.com/resources Or contact us directly: learnmore@skyword.com www.skyword.com
    35. 35. THANK YOU!
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