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Adobe Summit, Andy Betts @andybetts1 @PeterKrmpotic Content Optimization Frameworks for Digital Success

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Content Marketing and Organic Search alignment presentation with Peter Krmpotic from Adobe. Adobe Summit EMEA, 12th May 2016. Featuring search and content trends, content optimization best practices, branded examples and frameworks for digital marketing success.

Published in: Marketing
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  • Meet the Softcrylic team at Adobe Summit on March 25—29, 2018. This team works with a broad range of clients helping solve complex business challenges spanning Digital Analytics, MarTech, AdTech and Customer Experience. https://goo.gl/oY32vu
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Adobe Summit, Andy Betts @andybetts1 @PeterKrmpotic Content Optimization Frameworks for Digital Success

  1. 1. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  2. 2. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. More Gain, Less Pain Optimise Your Content for Better Digital Results Across the Customer Journey
  3. 3. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit Andy Betts Global Brand Advisor and C-Suite Consultant @AndyBetts1 Linkedin.com/in/bettsandy Peter Krmpotic Adobe Product Management @PeterKrmpotic Linkedin.com/in/peterkrmpotic
  4. 4. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Digital is everywhere, and offline is becoming the exception not the rule How do you research, do you shop on one device ? 67% of the buyer’s journey is online Awareness | Consideration | Intent | Decision 75% of budget is spent on digital 4 3.2 billion internet users 44% of the population is online
  5. 5. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. SEO and Content Markets Are Booming SEO $80 billion by 2020 Source – Borrell Associates Content Marketing $300 billion by 2019 Source – PQ Media
  6. 6. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5% 10% 34% • Email • Display • Referred • Other Organic search Paid Social 51% Traffic Sources 83% click on organic listings 17% click on ads The best way to attract and engage customers is with organic content Source – BrightEdge
  7. 7. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Know which terms are organic- friendlyKnow which terms are organic-friendly Google is aligning to “I-want-to-buy” micro-moments “We’ve been testing this layout for a long time, so some people might see it on a very small number of commercial queries. We’ll continue to make tweaks, but this is designed for highly commercial queries where the layout is able to provide more relevant results for people searching and better performance for advertisers.” -Google 4 ads max on top, up from 3 For “highly commercial queries”— largely Purchase intent terms Right side bar of ads removed Exception: Product Listing Ads and Knowledge Panel 3 ads max at bottom Max number of ads reduced from 11 to 7
  8. 8. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Aligning your search and content strategy to micro-moments and customer intent is key What does this mean for search and content marketers?
  9. 9. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The SEO and Content Marketers Dilemma Brands still struggle to achieve success with organic and content marketing
  10. 10. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The Solution
  11. 11. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 11 Content Optimisation Framework for Success Identify Demand Understand Competition Optimise Content Measure Success Data, Discovery and Intent Relevance, Quality, SEO- friendly CMS Results and Removing of Silos Share of Voice and Share of Market
  12. 12. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 12 1. Identify Demand Identify Demand Data, Discovery and Intent Data is a precious thing and will last longer than the systems themselves Tim Berners-Lee
  13. 13. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Identify demand using data with certainty Focus groups Pre-Digital Early-Digital Now First party data Insights across the web 13
  14. 14. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Identify high-demand topics across the buyers journey Awareness Consideration & Intent Decision Example: Adobe Search Team 14 • “what is a PDF” • “edit documents” • “merge to PDF” • “best PDF software” • “Acrobat trial” • “Acrobat price” • “buy Acrobat” • “how to merge PDF files”
  15. 15. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Meet the customer at their query Awareness Consideration Decision Retention
  16. 16. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Focus content on high demand topics matched to the buyers journey Search Demand How many search? Issues: Quantity of searchers, balance with product & web needs Search Intent What is their task or goal? Issues: Relevant brand & non- brand queries, competitors, customer journey Awareness Consideration Purchase Retention Relevant Content What can we say about it? Issue: Delivering optimal content & conversions
  17. 17. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Identify Demand – Key Takeaways #AdobeSummit @andybetts1 o Retain the most targeted organic traffic o Make a business case for missed- opportunity keywords (and content improvements) with:  Sufficient demand  Relevant content opportunity  Conversion potential o Educate teams regularly on how keywords can be incorporated throughout all content
  18. 18. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 18 2. Understand Competition Understand Competition Share of Voice and Share of Market Competitive insights help you to zero-in on high- value digital marketing opportunities to attract people’s attention and convert your target
  19. 19. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Know your competition inside and out 19 • $1M week on North Face jackets • Wednesday drops to $200K • What happened? • Check analytics, ecommerce, CMS • Campaigns- email, social, SEO rank • Zappos running a new campaign • They offer free shipping and returns • Web wide index of content shows me that they are running a free shipping promo and coupon
  20. 20. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Manually identify internal competition to win there first
  21. 21. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Understand Share of voice and Share of market There is statistically significant correlation between growth in digital share of voice and growth in market share On average those who grow their share of voice also grow their market share.
  22. 22. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Spot the GAPs and track anomalies Find out where and how competitors are winning and you are falling behind  Compare the performance of campaigns, themes, topics and assets  Build content and optimize campaigns to close any gaps
  23. 23. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Understand Competition – Key Takeaways #AdobeSummit @andybetts1 Work cross functionally to confirm competitors  SEO | Paid | Social  Business Units  Product Marketing teams Leverage data (Paid + SEO) to identify missed opportunities Inform cross functional leaders regularly of current market share – share wins
  24. 24. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 24 3. Optimise Content Optimise Content Relevance, Quality, SEO- friendly CMS The key to successful content optimisation is to present the right content to the right user on the right channel at the right time they need it
  25. 25. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Focus on the 3 pillars of Content Optimisation Content that resonates Relevance Quality Technicality Information with authority Site, structure and speed 25
  26. 26. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Match your content to relevant customer care points
  27. 27. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Provide quality content that has a conversion goal in mind How do you do it?  Create quality, engaging content  Use videos, PDFs, images  Link to related features  Specific instructions if relevant  Include CTAs
  28. 28. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Own content channels – Google Quick Answers Example What is it? New way of presenting content in Google First appeared Sept’14 Position “0” in search results
  29. 29. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Own content channels – Google Quick Answers Example SEO win:  90% cumulative “Share of Voice” vs competitors  70%+ of “exploratory” keywords are in Google Quick Answers Tips: create content based on “exploratory” keywords More details: http://adobe.ly/1podfeS Impact: ~90% Share of Voice Chart: Share of Voice is sum of values for each ranking keyword
  30. 30. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Use SEO-friendly CMS Improve content performance in Search How do you do it?  Streamlined site structure, keyword- based URLs  Page templates with lean, well- structured code  Improved content prominence  Scaling globally  Mobile-friendly
  31. 31. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Use SEO-friendly CMS SEO wins:  307% increase in SEO Visits within a year  287% increase in rankings on Page 1  Ranking on mobile search as well as desktop  Great user experience with 47% reduced load speed Impact: Increase in Visits Impact: Mobile-friendly
  32. 32. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Optimise Content – Key Takeaways #AdobeSummit @andybetts1 Create fresh, relevant and engaging content to improve both user experience and rankings Enroll content creation team in;  User experience  SEO, Paid and Social  Wider Digital Identify linking opportunities to retain and build targeted traffic
  33. 33. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 33 4. Measure Success Measure Success Results and Removing of Silos “If you can’t measure it, you can’t prove it, it did not happen,” Clay Stobaugh CMO, Wiley
  34. 34. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Measure what matters along the path to ROI Views, Links, Sources Traffic Engagement Conversion Bounces, Visitors, Shares 34 CTR, Leads, Value
  35. 35. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Know when you have succeeded Track your customer’s journey Measure micro-moments Attribute revenue
  36. 36. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Evangelise success  66% Share of Voice vs competitors  60% increase in rankings on Page 1 in Google  45% growth in SEO visits  65% search demand for Non-branded keywords (35% Branded)
  37. 37. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Measure Impact – Key Takeaways #AdobeSummit @andybetts1 Understand the metrics that matter  Benchmark performance  Build relationships and process across all digital functions Evangelise your highest performing channels with executive sponsors Break down the digital silos
  38. 38. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. More Gain, Less Pain
  39. 39. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 39 Content Optimisation Framework for Success Identify Demand Understand Competition Optimise Content Measure Success Data, Discovery and Intent Relevance, Quality, SEO- friendly CMS Results and Removing of Silos Share of Voice and Share of Market
  40. 40. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit Andy Betts Global Brand Advisor and Consultant @AndyBetts1 Linkedin.com/in/bettsandy Peter Krmpotic Adobe Product Management @PeterKrmpotic Linkedin.com/in/peterkrmpotic Credits Adobe Search Team, Dave Lloyd, Kirill Kronrod PQ Media and Borrell Associates - Market statistics BrightEdge – Research, frameworks, platform examples
  41. 41. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

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