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Do you speak brand?: brightonSEO
Do you speak brand?: brightonSEO
Do you speak brand?: brightonSEO
Do you speak brand?: brightonSEO
Do you speak brand?: brightonSEO
Do you speak brand?: brightonSEO
Do you speak brand?: brightonSEO
Do you speak brand?: brightonSEO
Do you speak brand?: brightonSEO
Do you speak brand?: brightonSEO
Do you speak brand?: brightonSEO
Do you speak brand?: brightonSEO
Do you speak brand?: brightonSEO
Do you speak brand?: brightonSEO
Do you speak brand?: brightonSEO
Do you speak brand?: brightonSEO
Do you speak brand?: brightonSEO
Do you speak brand?: brightonSEO
Do you speak brand?: brightonSEO
Do you speak brand?: brightonSEO
Do you speak brand?: brightonSEO
Do you speak brand?: brightonSEO
Do you speak brand?: brightonSEO
Do you speak brand?: brightonSEO
Do you speak brand?: brightonSEO
Do you speak brand?: brightonSEO
Do you speak brand?: brightonSEO
Do you speak brand?: brightonSEO
Do you speak brand?: brightonSEO
Do you speak brand?: brightonSEO
Do you speak brand?: brightonSEO
Do you speak brand?: brightonSEO
Do you speak brand?: brightonSEO
Do you speak brand?: brightonSEO
Do you speak brand?: brightonSEO
Do you speak brand?: brightonSEO
Do you speak brand?: brightonSEO
Do you speak brand?: brightonSEO
Do you speak brand?: brightonSEO
Do you speak brand?: brightonSEO
Do you speak brand?: brightonSEO
Do you speak brand?: brightonSEO
Do you speak brand?: brightonSEO
Do you speak brand?: brightonSEO
Do you speak brand?: brightonSEO
Do you speak brand?: brightonSEO
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Do you speak brand?: brightonSEO

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Slides from my presentation at brightonSEO about the earned media marketing opportunity.

Slides from my presentation at brightonSEO about the earned media marketing opportunity.

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Transcript

  • 1. Do youspeakbrand?@brilliantnoise
  • 2. Welcome toBrighton
  • 3. SEO& brandmarketing
  • 4. SEOis a broadchurch
  • 5. Splitters!
  • 6. DataPR & content(Very) black hat
  • 7. SEO vs ContentSEO vs SocialSEO vs PRSEO vs UXSEO vs CreativeSEO vs CustomerSEO vs Insight
  • 8. And sociallikes to playthat game too
  • 9. My timecapsulefriend
  • 10. SEO + Brand(SEO + Content)(SEO + Social)(SEO + PR)(SEO + UX)(SEO + Creative)(SEO + Customer)(SEO + Insight)
  • 11. IntegratedEarned Media
  • 12. But I’ll come backto that...
  • 13. SEO weakened whenUndersoldMis-soldWrong buyersIT & E-commerceNot implemented
  • 14. A biggermarketopportunity
  • 15. It’s notmonopoly
  • 16. The brandspendmarketcorrection
  • 17. The correctionstarts at 20%
  • 18. And it willgrow
  • 19. SEOas brandmarketing
  • 20. What do CMOswant?
  • 21. Deliver value to empoweredcustomersFoster lasting connectionsCapture value, measureresults Source: IBM Global CMO survey
  • 22. What everhappened tothe databaseof intentions?
  • 23. Luckyseven
  • 24. Shows thediscoverygap...
  • 25. SEO isEarned Media
  • 26. Stock & flow http://brilliantnoise.com/nokiapaper
  • 27. Customer decisionjourneys Consider Bond Advocate Evaluate Enjoy Buy Mckinsey & Co’s Consumer Decision Journey Model Model first published Harvard Business Review
  • 28. IntegrateEarned Media
  • 29. NOTa coalition
  • 30. A full onmerger
  • 31. Gives us somecareer paths?
  • 32. T-shape
  • 33. Equal-shape
  • 34. Table-shape
  • 35. Squares
  • 36. Also givesaccess tosome otherbudgets...
  • 37. Investing inGood contentFresh contentFast contentUseful content
  • 38. That’s why wedo things likeStorystream
  • 39. SEOselling tobrandmarketing
  • 40. Speaking theirlanguage
  • 41. BenefitsCustomersStoriesReachInsights
  • 42. SEO is...distributioncustomer insightpromotionmedia
  • 43. Have an SEO storyWhat does it do?Why does it matter?How can you buy.
  • 44. Segment your marketingaudience... Edge Early Core
  • 45. If in doubt... Consider Bond Advocate Evaluate Enjoy Buy Mckinsey & Co’s Consumer Decision Journey Model Model first published Harvard Business Review
  • 46. Download the paper atTa-dah! htt://brilliantnoise.com/nokiapaper

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