Do you speak brand?: brightonSEO

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

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Do you speak brand?: brightonSEO

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

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