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The Next Generation of SEO, PR, Social Media, and Content By Travis Wright

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From the SMX Advanced Conference in Seattle, Washington, June 2-3, 2015. SESSION: The Next Generation Of SEO. PRESENTATION: The Next Generation of SEO, PR, Social Media & Content - Given by Travis Wright, @teedubya - CCP Global, Chief Marketing Technologist. #SMX #21C3

Published in: Marketing, Internet, Social Media

The Next Generation of SEO, PR, Social Media, and Content By Travis Wright

  1. #SMX #21c3 @teedubya Or… The Future of Digital Marketing The Next Generation of SEO, PR, Social Media & Content
  2. #SMX #21c3 @teedubya Who is this Travis Wright dude? •  Radio Disc Jockey at Age 13. •  Stand-up comedian since 1995. •  Web developer since 1996. •  Helped Roll out Superpages.com in 1997. •  SEO & “Geo-Targeting” SMB – Fortune 50’s brands since 1998. •  Military Intelligence and Russian Linguist in the US Army. •  Former Global Social Media Strategist – Norton / Symantec •  Chief Marketing Technologist – CCP Global •  Tech Journalist for CMO.com, Tech.co, MarketingLand, & others •  Inc. Magazine Columnist – Tech Tools for Entrepreneurs •  @teedubya & @TheCMTO on Twitter
  3. #SMX #21c3 @teedubya Who is this Travis Wright dude NOT?
  4. #SMX #21c3 @teedubya
  5. #SMX #21c3 @teedubya Who is this Travis Wright dude NOT?
  6. #SMX #21c3 @teedubya Google Buy Button on SERPS The Periodic Table of SEO Success Factors – Search Engine Land
  7. #SMX #21c3 @teedubya Moz SEO Cheat Sheet 3.0 – Moz
  8. #SMX #21c3 @teedubya WHAT ABOUT OUR GOOGLE RANKINGS, BRO?
  9. #SMX #21c3 @teedubya@JasonMillerCA
  10. #SMX #21c3 @teedubya Business Relationship Optimization
  11. #SMX #21c3 @teedubya@teedubya http://ccpglobal.com/smx tw@mediathinklabs.com
  12. #SMX #21c3 @teedubya@teedubya
  13. #SMX #21c3 @teedubya Silos and Silos of Data
  14. #SMX #21c3 @teedubya
  15. #SMX #21c3 @teedubya
  16. #SMX #21c3 @teedubya Enhance Your Marketing StrategyDeliver Better Results Throughout The Customer Journey
  17. #SMX #21c3 @teedubya •  Ask & Answer the right questions •  Integrate marketing strategies •  Optimize your marketing mix •  Recognize & know your customer •  Personalize customer journey •  Show next best offer •  Create a better user experiences Data-Driven MarketingMaking Smarter & More Impactful Decisions
  18. #SMX #21c3 @teedubya Analytics and Competition “There are only two sources of competitive advantage: 1. The ability to learn more about our customers faster than the competition 2. The ability to turn that learning into action faster than the competition.”
  19. #SMX #21c3 @teedubya@teedubya#SMSsummit
  20. #SMX #21c3 @teedubya
  21. #SMX #21c3 @teedubya
  22. #SMX #21c3 @teedubya
  23. #SMX #21c3 @teedubya SOCIAL SHARING = LINK BUILDING 2.0
  24. #SMX #21c3 @teedubya •  Google +1’s •  Facebook Fanpage or Article Likes •  Facebook shares & comments •  Pinterest Pins •  Twitter followers •  Tweets including your brand or a link to your website •  Slideshare Views •  YouTube Views •  Tumblr Reblogs •  Authority and Influence of your “Bros" sharing your content Resource: Google Ranking Factors 2014 - Searchmetrics SOCIAL SIGNALS AFFECT RANKINGS
  25. #SMX #21c3 @teedubya Google Buy Button on SERPS • Collect rich online data • Make data first party to you • Switch vendors, keep the data
  26. #SMX #21c3 @teedubya RANKING  FACTORS  2014  
  27. #SMX #21c3 @teedubya RANKING  FACTORS  2014   vs 2013 Content/ Techniques Social
  28. #SMX #21c3 @teedubya SOCIAL SIGNALS Matt Cutts has repeatedly said that quality content is key to Google rankings, and Bing’s Duane Forrester reminded marketers that “all SEO ranking signals revolve around content of some kind” at SMX Advanced 2011. Matt Cutts - Google
  29. #SMX #21c3 @teedubya SOCIAL SIGNALS Duane Forrester - Bing
  30. #SMX #21c3 @teedubya  CONTENT  ELEMENTS   RANKING  FACTORS   2014  
  31. #SMX #21c3 @teedubya Help  us  Obiwan  Contentobi     –    You’re  our  only  hope.  
  32. #SMX #21c3 @teedubya CONTENT VS. CONTEXT @teedubya
  33. #SMX #21c3 @teedubya
  34. #SMX #21c3 @teedubya
  35. #SMX #21c3 @teedubya
  36. #SMX #21c3 @teedubya
  37. #SMX #21c3 @teedubya
  38. #SMX #21c3 @teedubya Native Adverti$$$ng
  39. #SMX #21c3 @teedubya REPURPOSE CONTENT. @teedubya
  40. #SMX #21c3 @teedubya 40   Norton  Blogs   Repurposing content in other shareable formats can create great results! 128,851 Views
  41. #SMX #21c3 @teedubya 41   Norton  Blogs  
  42. #SMX #21c3 @teedubya OPTIMIZE CONTENT. @teedubya
  43. #SMX #21c3 @teedubya Encourage click-thru by embedding a prominent CTA in your content.
  44. #SMX #21c3 @teedubya Include Relevant Images
  45. #SMX #21c3 @teedubya Write naturally, with a mix of keywords, key phrases and related acronyms
  46. #SMX #21c3 @teedubya Write Long Form Content RANKS
  47. #SMX #21c3 @teedubya
  48. #SMX #21c3 @teedubya Forrester Calls This Trend….The Age of the Customer “Your  company  must  become  customer  obsessed.  You  need  to   have  a  deep  knowledge  of  and  engagement  with  your  customers.”  
  49. #SMX #21c3 @teedubya
  50. #SMX #21c3 @teedubya Up Close and Persona http://UpCloseAndPersona.com
  51. #SMX #21c3 @teedubya@teedubya Facebook Graph Search opens up many different opportunities, BRO.
  52. #SMX #21c3 @teedubya@teedubya Facebook Graph Search opens up many different opportunities, BRO.
  53. #SMX #21c3 @teedubya
  54. #SMX #21c3 @teedubya Facebook Graph Search allows for Social HR Recruiting
  55. #SMX #21c3 @teedubya
  56. #SMX #21c3 @teedubya
  57. #SMX #21c3 @teedubya
  58. #SMX #21c3 @teedubya
  59. #SMX #21c3 @teedubya
  60. #SMX #21c3 @teedubya WHAT ABOUT NORTON, BRO?
  61. #SMX #21c3 @teedubyaCreated with SimplyMeasured, TagCrowd, Wordle and
  62. #SMX #21c3 @teedubya
  63. #SMX #21c3 @teedubya •  Documents (PDFs) •  Audio (Podcasts, audio blog posts) •  Video (i.e., embedded from YouTube or Vimeo, or self- hosted) •  Content feeds (via other websites, news sources, social feeds) •  Photos (stock pics, original photography, user generated) •  Social Streams (Facebook, Twitter, LinkedIn, Pinterest) •  User generated content (guest post, conversations, industry round ups) Content Creation Ecosystem
  64. #SMX #21c3 @teedubya
  65. #SMX #21c3 @teedubya
  66. #SMX #21c3 @teedubya
  67. #SMX #21c3 @teedubya
  68. #SMX #21c3 @teedubya
  69. #SMX #21c3 @teedubya GOOGLE & BINGSearch is more than … @teedubya
  70. #SMX #21c3 @teedubya
  71. #SMX #21c3 @teedubya http://www.youtube.com/keyword_tool
  72. #SMX #21c3 @teedubya SEO Your Video, BRO. 1.  Use a suitable video filename 2.  Put Your Keywords First 3.  Include Keywords in your Video Voiceover 4.  Upload a Transcript file for Video Captions 5.  Build an Authoritative YouTube Channel 6.  Upload Videos Regularly 7.  Respond to Comments on your Videos 8.  Create and Use Playlists 9.  Encourage Social Signals 10.  Build Backlinks to your Videos
  73. #SMX #21c3 @teedubya BRANDSCAPING @teedubya
  74. #SMX #21c3 @teedubya BRANDSCAPING @teedubya
  75. #SMX #21c3 @teedubya
  76. #SMX #21c3 @teedubya
  77. #SMX #21c3 @teedubya •  Project from CSI Franchise creator Anthony E. Zuiker, looked to do for cybercrime what CSI did for forensics. •  In partnering with Norton, Zuiker was able to tell his story filled with authentic details from cybercrime’s real experts, Norton. •  And, in partnering with the world’s #1 crime storyteller, Norton would be able to reach new audiences; entertaining and educating them about privacy, loss, and risk. 77
  78. #SMX #21c3 @teedubya Norton Integration Character who is a Norton employee 78 Key scenes taking place at the SOC (pictured) Visual placements of Norton products in “use” “Presented By Norton” plays before every episode Worldwide over 31 Million people watched Cybergeddon
  79. #SMX #21c3 @teedubya
  80. #SMX #21c3 @teedubya
  81. #SMX #21c3 @teedubya
  82. #SMX #21c3 @teedubya Advanced Techniques Required To Optimize For Omni-Channel Personalization & Attribution
  83. #SMX #21c3 @teedubya U.S. retailers lose nearly $100 billion each year from poorly executed cross-channel marketing efforts. Source: DataMonitor
  84. #SMX #21c3 @teedubya
  85. #SMX #21c3 @teedubya
  86. #SMX #21c3 @teedubya Tag Management Brings Order to Marketing Chaos A/B Testing Ad Networks Affiliate Marketing Email Marketing Lead NurturingMarketing Automation Voice of Customer Analytics Chat Banner Ads Personalization Search Engine Marketing Visitor Remarketing Visitor Retargeting Social Marketing •  A/B Testing •  Ad Networks •  Affiliate Marketing •  Email Marketing •  Lead Nurturing •  Marketing Automation •  Analytics •  Banner Ads •  Chat •  Personalization •  SEM •  Social Marketing •  Visitor Remarketing •  Visitor Retargeting •  Voice of Customer
  87. #SMX #21c3 @teedubya
  88. #SMX #21c3 @teedubya
  89. #SMX #21c3 @teedubya Governance playbook is outdated and can't possible prepare teams for every possible scenario ”No time to discuss this as a committee, kid!"
  90. #SMX #21c3 @teedubya Tag Management Options
  91. #SMX #21c3 @teedubya Benefits •  “Siloed” solutions enhance one another •  Collect, Own and Act on your data everywhere •  Leverage Best-of- Breed solutions without vendor lock-in •  Omni-channel profiles •  Single line of code •  Data onboarding & syndication •  100% of technologies supported ENSIGHTEN DATA LAYER (EDL) Standardize and control data across all 3rd party clouds, platforms and tools OPEN MARKETING PLATFORM Hybrid Client-Server Technology <script src=“//nexus.ensighten.com/YourID/Bootstrap.js”></script> Privacy Pulse One Data Collection & Activation Apps Market Manage Mobile Inform Attribution Tag Management & Testing Ensighten @ensighten http://ensighten.com
  92. #SMX #21c3 @teedubya
  93. #SMX #21c3 @teedubya
  94. #SMX #21c3 @teedubya
  95. #SMX #21c3 @teedubya
  96. #SMX #21c3 @teedubya
  97. #SMX #21c3 @teedubya
  98. #SMX #21c3 @teedubya •  Data is the Lifeblood for Digital Marketing •  Synchronized Data Definitions •  Standardize and control data distribution to partners & vendors •  Better visitor attribution and personalized insights What is a Data Layer?
  99. #SMX #21c3 @teedubya Data Chaos à Digital Marketing Agility Retargeting Analytics Before OptimizationAd Serving Media Disjointed  data   collecMon Optimization Ad Serving AnalyticsRetargeting Data  Layer   Media Centralised     data  collecMon ALer
  100. #SMX #21c3 @teedubya Keyword Campaign ID Promo Code URL Parameters Browser Type Operating System Screen Resolution Device Type User Agent/Browser Page Name Site Section Page/Content Type Page DOM/HTML SKU Product Edition Boxshot Category Product/SKU Order price Order quantity Discount Code Total Cart Amount Cart Customer ID Purchase history Campaign history CRM/Offline Data Layer Cookies New/Return Visit Number Time on Site Pathing Offsite/3rd Party Demopgrahics Ad history Social Graph In-Market details Data Layer: Collect & Unify ALL your Digital Data
  101. #SMX #21c3 @teedubya Syndicate Rich User Data to Every Tool at a 1:1 Level Data Layer
  102. #SMX #21c3 @teedubya Unify Your Data at the Source Or try to get all your vendors on a conference call
  103. #SMX #21c3 @teedubya Not all data has been yours or was unified     Missing data •  Ad impressions •  Social interactions •  Video consumption Disjointed owned data •  Website analytics •  Mobile tracking •  Email data
  104. #SMX #21c3 @teedubya     Improve marketing agility with data ownership • Collect rich online data • Make data first party to you • Switch vendors, keep the data
  105. #SMX #21c3 @teedubya
  106. #SMX #21c3 @teedubya#SIC2013
  107. #SMX #21c3 @teedubya#SIC2013 AGILE
  108. #SMX #21c3 @teedubya#SIC2013 NOT AGILE
  109. #SMX #21c3 @teedubya TOOLS AND RESOURCES @teedubya
  110. #SMX #21c3 @teedubya NerdyData @nerdydata http://nerdydata.com
  111. #SMX #21c3 @teedubya@teedubya BuzzSumo @buzzsumo http://buzzsumo.com
  112. #SMX #21c3 @teedubya TrackMaven @trackmaven http://trackmaven.com
  113. #SMX #21c3 @teedubya Get Little Bird @getlittlebird http://www.getlittlebird.com
  114. #SMX #21c3 @teedubya Socedo @socedoapp http://socedo.com
  115. #SMX #21c3 @teedubya Right Content + Right Audience + Right Time + Right Channel = Real-Time Engagement Management Scribble Live @scribblelive http://www.scribblelive.com
  116. #SMX #21c3 @teedubya Advocate Engagement Platforms
  117. #SMX #21c3 @teedubya Open  Graph  www.ogp.me     Percolate  www.percolate.com     Social  Bro  www.socialbro.com     HARO  www.helpareporter.com   Muck  Rack  www.muckrack.com     GroupHigh  www.grouphigh.com     Buzzstream  www.buzzstream.com     17  Content  Templates  bit.ly/17templates   Twitter  Cards  www.dev.twitter.com/cards   SimplyMeasured  www.simplymeasured.com   The  Advanced  Guide  to  Content  Marketing   bit.ly/advcontent  
  118. #SMX #21c3 @teedubya@teedubya 17 Killer Content Templates: bit.ly/17templates Twitter Chat Master List: http://bit.ly/TwitterChatMaster Feature your Brand on Tumblr: http://brands.tumblr.com Complete Guide to Twitter Cards: dev.twitter.com/docs/cards The Advanced Guide to Content Marketing: bit.ly/advcontent AJ Kohn’s Author Rank Resource: http://bit.ly/rel-author-resource Three Very Handy Content Marketing Tools: http://www.siegemedia.com/tools The Advanced Guide to SEO http://www.quicksprout.com/the-advanced-guide-to-seo/ Neil Patel & Bronson Taylor’s Definitive Guide to Growth Hacking: http://goo.gl/4yqEOj The Definitive Guide to Microsoft Excel for SEOs: http://www.distilled.net/excel-for-seo/ The Complete List of Link Building Tactics http://pointblankseo.com/link-building-strategies The Beginner’s Guide to Conversion Rate Optimization: https://qualaroo.com/beginners-guide-to-cro The Ultimate Guide to the Google AdWords Keyword Planner: http://bit.ly/Adwords-Keyword-Planner Dana Lookadoo’s Structured Social Sharing Formula & Worksheet: http://yseo.us/sssf | http://yseo.us/sssfw Hubspot's Guide to Creating Buyer Personas: http://offers.hubspot.com/free-template-creating-buyer-personas Annie Cushing’s Hundreds of Tools for Marketers: http://www.annielytics.com/hundreds-of-tools-for-marketers The Web Developer’s SEO Cheatsheet 2.0 http://moz.com/blog/the-web-developers-seo-cheat-sheet-2013-edition Paddy Moogan’s Big Ass List of Link Building Resources: http://www.linkbuildingbook.com/link-building-resources.html
  119. #SMX #21c3 @teedubya Mind Blowing Tools – ccpglobal.com/smx
  120. #SMX #21c3 @teedubya THANK YOU! Join us @SMX East NEW YORK CITY Sept. 29th – Oct. 1st 2015

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