The document discusses the integration of SEO and content marketing strategies for improved business outcomes, highlighting the necessity of collaboration between teams. It emphasizes the evolving demands of customer-driven marketing and the significance of creating cohesive content experiences across multiple channels. Additionally, it addresses the challenges of internal silos and the need for a data-driven approach to enhance user engagement and optimize content creation processes.

1. #SEJThinkTank
@chris_hart @CTrappe
Successful Companies
Combine SEO & Content For Bigger Wins
Christopher Hart and Christoph Trappe

2. • Introductions
• Market Opportunity
• Use Case Discussions
• Q&A
Agenda
ctrappe@scribblelive.com
Christoph Trappe
VP – Content Marketing Strategy
chris.hart@scribblelive.com
Christopher Hart
Head of Client Development, US - Search
#SEJThinkTank
@chris_hart @CTrappe

3. 1. Overall Marketing Strategy
2. SEO
3. Content Strategy/Production
4. Social Media
5. Other
#SEJThinkTank
@chris_hart @CTrappe
Poll 1
What best describes your role in your
organization’s marketing operation?

4. We live in a customer-driven world
#customerpower
#SEJThinkTank
@chris_hart @CTrappe

5. Their journeys change
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@chris_hart @CTrappe

6. And it’s complicated
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@chris_hart @CTrappe

7. The evolution of customer-driven
communications
Broadcast Media
1980’s
Internet 1.0
1990’s
Mobile & Social
2000’s
Content Experiences
Today
#SEJThinkTank
@chris_hart @CTrappe

8. Content Experiences fuel
the new demands of Marketing
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@chris_hart @CTrappe

9. The Content Experience Economy
71% of buyers begin their purchase
journeys by using a search engine
The average B2B purchase has
5 stakeholders, each with different
content needs
#SEJThinkTank
@chris_hart @CTrappe

10. Competing on Content Experiences
Data driven Strategic Relevant Engaging Omni channel
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@chris_hart @CTrappe

11. We believe content is the fourth dimension of
competition and the key differentiation opportunity
for today’s enterprise.
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@chris_hart @CTrappe

12. EvaluationConsideration
Trigger Purchase
ADVOCATEADOPTION
THE
LOYALTY LOOP
Ebook
Microsite
White paper
Infographics
Case Study
Presentation
UGC
Social
Content
Video
Product
Guide
Product
Video
Own the Journey
#SEJThinkTank
@chris_hart @CTrappe

13. Use Case Discussions
Breaking Down Internal Silos
Build and Monetize Audiences
More Effective User Engagement
A Better Way to Create Content
#SEJThinkTank
@chris_hart @CTrappe

14. 1. Yes
2. No
3. Not Applicable
#SEJThinkTank
@chris_hart @CTrappe
Poll 2
Do your SEO and Content teams currently
collaborate?

15. Employee
• Requires them to be motivated
• Heavily reliant on tribal knowledge
• Systems disjointed
Individual Marketing Channels
and
Content Teams
Talent
=
Brand
• Challenge to keep all content updated
• Incomplete data
• Long ramp times
Breaking Down Internal Silos
Shorten ramp times – increase efficiencies
#SEJThinkTank
@chris_hart @CTrappe

16. Breaking Down Internal Silos
Shorten ramp times – increase efficiencies
Talent
Individual Marketing Channels
and
Content Team
Employee
• Personalized content tailored to role
• Easy to consume & relevant
• Updated real time
Brand
• Applies across multiple disciplines i.e. sales, product
marketing, HR, engineering etc.
• Increase revenues
• Puts employees on rapid path to success
• Increased productivity and employee’s speed to value
X
#SEJThinkTank
@chris_hart @CTrappe

17. Content
Team
Spreadsheet
Internal
Agency/Freelance
Distribution
Audience
• Disconnected messaging leads to confusion
• Content doesn’t speak to “me”
• No way to truly engage
Brand
• Content creation happening in silos
• Lack of transparency across teams
• Wasted resources, budget
Building and Monetizing Audiences Through Content
Data-driven strategy, integrated channels
#SEJThinkTank
@chris_hart @CTrappe

18. Content
Team
Audience
• Consumes content that adds value
• Multiple opportunities to engage
• Builds relationship with brand
Brand
• Data informs strategy, validates content ideas
• Strategic content creation
• Integrated channels serve business objectives
Data
Insights
Brief
Strategy & Workflow
Content Creation
Interest
Leads
$ Opportunities
Performance
Insight
Talent
Building and Monetizing Audiences Through Content
Data-driven strategy, integrated channels
#SEJThinkTank
@chris_hart @CTrappe

19. More Effective User Engagement
Implementing strategy and experiences
Sales
Demand Gen
Events Team
Marketing
Execs
Spreadsheet
Agencies
Freelance
Agencies
Freelance
Agencies
The Event
In person
Audience
Audience
• Limited opportunity to engage with content, brand
• Social experience is out of context
Brand
• Lack of central strategy leaves key stakeholders out of the loop
• Audience, customer reach is limited to in person attendees
Social
?
#SEJThinkTank
@chris_hart @CTrappe

20. Audience
• Attendees are able to interact, in person and virtually
• Consistent content experiences, across all channels
Brand
• Key stakeholders are central to success of event
• Central strategy drives consistent content and messaging
• Maximized audience reach and engagement
Data
Insights
Demand Gen
Events Team
Sales
Marketing
Execs
Strategy & Workflow
Brief
Content Creation
Talent
The Event
Interactive / Live
Experience
In person
Audience
Social
More Effective User Engagement
Implementing strategy and experiences
#SEJThinkTank
@chris_hart @CTrappe

21. A Better Way To Create Content
Software & Talent to maximize the creative process
Agencies &
Freelancers
Agencies & Freelancers
• Numerous people & process hurdles
• People overhead + additional cycles
= $$$
Content Experience Platform
• Strategic creative brief + collaborative
platform to streamline process
• Spend $ on experienced, specialized talent
Internal
Content Team
Content Experience
Platform
Creative Development &
Production
Creative Development & Production
Creative Development &
Production
Internal Content Team
• Content strategy often overlooked
• Internal distractions lead to long
project timeframes
#SEJThinkTank
@chris_hart @CTrappe

22. 1. Yes
2. No
#SEJThinkTank
@chris_hart @CTrappe
Poll 3
Are you interested in learning about the tools we
use to help brands and agencies with SEO and
content?

24. #SEJThinkTank
@chris_hart @CTrappe
Image Sources
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Slide 5. https://www.bigstockphoto.com/image-4266226/stock-photo-online-shopping
Slide 6. https://www.pexels.com/photo/aerial-photography-of-concrete-bridge-681347
Slide 7. https://www.pexels.com/photo/folded-newspapers-158651
Slide 8. http://sourcethestation.com/wp-content/uploads/2016/01/iu-2.jpeg
Slide 9. https://i.ytimg.com/vi/qj-BLx922OI/maxresdefault.jpg
Slide 10. https://www.bigstockphoto.com/image-193006684/stock-photo-paris%2C-france-
january-27%2C-2017-%3A-man-using-a-laptop-and-performing-a-search-on-the-search-
engine-g
https://www.bigstockphoto.com/image-167335241/stock-photo-professional-group-of-
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Slide 11. https://www.bigstockphoto.com/image-163654553/
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