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#SMX #23A3 @BrightEdge @BradMattick
How To Shift From Practitioners To Organizational Leaders
TITLE SLIDE ALTERNATIVE LAYO...
#SMX #23A3 @BrightEdge @BradMattick
More than 2.7 zettabytes of digital data exists today
The growth of data is fueling th...
#SMX #23A3 @BrightEdge @BradMattick
#SMX #23A3 @BrightEdge @BradMattick3 I
Awareness Consideration Intent Decision
The majority of the buying process is happe...
#SMX #23A3 @BrightEdge @BradMattick
The opportunity
Organicis the key driver of digital success
5%
10%
34%
51%• Email
• Di...
#SMX #23A3 @BrightEdge @BradMattick
Siloed Practitioners
Organizational LeadersThe challenge
Driving digital performance
#SMX #23A3 @BrightEdge @BradMattick
Mind your language
Practitioner Leader
SEO Organic
Organic Search Organic Channel
Keyw...
#SMX #23A3 @BrightEdge @BradMattick
Emerging Foundational Scaling High Performing Innovative
The Maturity Curve - Structur...
#SMX #23A3 @BrightEdge @BradMattick
Emerging Foundational Scaling High Performing Innovative
Search - random optimization ...
#SMX #23A3 @BrightEdge @BradMattick
Emerging Foundational Scaling High Performing Innovative
Search –technical driven, alg...
#SMX #23A3 @BrightEdge @BradMattick
Emerging Foundational Scaling High Performing Innovative
The Maturity Curve – Scaling ...
#SMX #23A3 @BrightEdge @BradMattick
Emerging Foundational Scaling High Performing Innovative
The Maturity Curve – High per...
#SMX #23A3 @BrightEdge @BradMattick
Emerging Foundational Scaling High Performing Innovative
Search – driving product, PR,...
#SMX #23A3 @BrightEdge @BradMattick
Case Study 1: Microsoft - Search maturation journey
Understood organic channel value
...
#SMX #23A3 @BrightEdge @BradMattick
Case Study 2: Tiffany & Co – Content performance and global
scaling maturation
Standar...
#SMX #23A3 @BrightEdge @BradMattick
Case Study 3: Marriott – Integrated digital marketing campaign
maturation
Transformati...
#SMX #23A3 @BrightEdge @BradMattick
Case Study 4: Wiley – Digital transformation and organizational
innovation
Transformat...
#SMX #23A3 @BrightEdge @BradMattick
Mind set
Holistic, pro-active, aspirational, results
focused, left and right brained t...
#SMX #23A3 @BrightEdge @BradMattick
Emerging Foundational Scaling High Performing Innovative
Initial investments
in search...
#SMX #23A3 @BrightEdge @BradMattick
1. Benchmark where you are on the curve- organization, function,
individual
2. Evangel...
#SMX #23A3 @BrightEdge @BradMattick
THANK YOU
Additional resources
Search Engine Land – The SEO Maturity Curve
http://brte...
#SMX #23A3 @BrightEdge @BradMattick
1,200+ customers
TheTrusted Leader in
Content Performance
Marketing
Offices in CA, NYC...
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SMX West 2016 - Search, Content and Digital Marketing Maturity Frameworks

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The convergence of search, social and content marketing has meant that the silos that once separated marketers have virtually merged. In this session, Brad Mattick will discuss how to transition from search practitioners to organizational leaders in a content marketing industry that is forecast to grow to $300 billion in the next four years. Key takeaways will focus around building a community framework to evangelize search and content as a leading performance channel. Marketers will learn how to integrate search, social and content into wider digital campaigns and develop internal conversations that resonate with key c-level executives.

Published in: Marketing
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SMX West 2016 - Search, Content and Digital Marketing Maturity Frameworks

  1. 1. #SMX #23A3 @BrightEdge @BradMattick How To Shift From Practitioners To Organizational Leaders TITLE SLIDE ALTERNATIVE LAYOUT w/ IMAGE Removing the barriers to search, content and digital marketing success Search, Social and Content Marketing Maturity Structuring For Digital Marketing Success Search, Social and Content Marketing Maturity Structuring For Digital Marketing Success Brad Mattick,VP of Marketing and Products
  2. 2. #SMX #23A3 @BrightEdge @BradMattick More than 2.7 zettabytes of digital data exists today The growth of data is fueling this convergence Over 92% of global data has been produced by YOU - search, social and content marketers - in the last 2 years Search, social and content channels have converged
  3. 3. #SMX #23A3 @BrightEdge @BradMattick
  4. 4. #SMX #23A3 @BrightEdge @BradMattick3 I Awareness Consideration Intent Decision The majority of the buying process is happening online 3.2 billion internet users 44% of the population is online 67% of the buyers journey is online 75% of budget is spent on digital
  5. 5. #SMX #23A3 @BrightEdge @BradMattick The opportunity Organicis the key driver of digital success 5% 10% 34% 51%• Email • Display • Referred • Other Organic search Paid Social 51% Traffic Sources In a content marketing industry forecast to become $300+ billion industry in the next 4 years (PQ media)
  6. 6. #SMX #23A3 @BrightEdge @BradMattick Siloed Practitioners Organizational LeadersThe challenge Driving digital performance
  7. 7. #SMX #23A3 @BrightEdge @BradMattick Mind your language Practitioner Leader SEO Organic Organic Search Organic Channel Keyword Topic and Content How you rank Where your content performs online Optimize for SEO Optimize to attract and convert more customers Traffic Attract customers Blended Rank / Universal Listings If you do a search on Google, and see that some of the results are images, video, and more than text SERP The sequence of results that show up for an Internet search query Engagement , Conversion, Revenue, Business Impact
  8. 8. #SMX #23A3 @BrightEdge @BradMattick Emerging Foundational Scaling High Performing Innovative The Maturity Curve - Structuring for digital marketing success Maturity models are being developed across multiple disciplines utilizing; Search success – As the key driver Content – As the catalyst Digital transformation – As the key outcome
  9. 9. #SMX #23A3 @BrightEdge @BradMattick Emerging Foundational Scaling High Performing Innovative Search - random optimization of assets, paid search testing and technical focus on site building Social - limited to individuals Twitter, Facebook and LinkedIn accounts, no distinction between personal and business accounts Content- focus on offline and traditional publishing, content is used for sales support activity The Maturity Curve – Emerging level
  10. 10. #SMX #23A3 @BrightEdge @BradMattick Emerging Foundational Scaling High Performing Innovative Search –technical driven, algorithmic responsive SEO, paid search centric with organic channel benchmarking Social – business social accounts set up, experimentation and amplification of basic content Content- online content produced by individual contributors, limited to one channel The Maturity Curve – Foundational level
  11. 11. #SMX #23A3 @BrightEdge @BradMattick Emerging Foundational Scaling High Performing Innovative The Maturity Curve – Scaling level Search – organic and paid search strategies run in synergy, testing and refinement, organic takes the lead Social – utilized to amplify search and content marketing initiatives, monitoring and listening functions established Content- optimized at point of creation, performance and measurement becomes priority
  12. 12. #SMX #23A3 @BrightEdge @BradMattick Emerging Foundational Scaling High Performing Innovative The Maturity Curve – High performing level Search – organic positioned at the center of all online marketing efforts, search (inc paid) intelligence utilized to fuel cross channel digital activity Social –informing search and content strategies, utilized cross functionally (PR, customer service, recruitment) Content- optimized and mapped to the customer journey, distributed effectively, performance attributed and measured
  13. 13. #SMX #23A3 @BrightEdge @BradMattick Emerging Foundational Scaling High Performing Innovative Search – driving product, PR, customer and sales strategies, digital strategy Social – driving meaningful interactions with customers, prospects and influencers Content- driving hyper personalized content that performs across omni channels, fully integrated into all digital channels The Maturity Curve - Innovative level
  14. 14. #SMX #23A3 @BrightEdge @BradMattick Case Study 1: Microsoft - Search maturation journey Understood organic channel value  Invested in this core team  Identified revenue opportunities and evangelized the results  Synergized content and social efforts  Presented the successes of the program at their internal digital marketing summit Business units bought into the process Integrated search across the whole Microsoft digital business
  15. 15. #SMX #23A3 @BrightEdge @BradMattick Case Study 2: Tiffany & Co – Content performance and global scaling maturation Standardized how they reported performance across their digital marketing channels  Content performance became the key metric of success  Drove significant impact across their core categories in the US. The story of growth was shared across the organization using reports measuring business impact  Multiple Global markets decided to mirror the model and standardize on the same reporting and workflow Tiffany & Co. now has multiple international properties supported by their core team
  16. 16. #SMX #23A3 @BrightEdge @BradMattick Case Study 3: Marriott – Integrated digital marketing campaign maturation Transformation of their enterprise from “just a hotel company” into “the world’s favorite travel company.” S0urce, Marriott, Alex Edlund-Share15
  17. 17. #SMX #23A3 @BrightEdge @BradMattick Case Study 4: Wiley – Digital transformation and organizational innovation Transformation from a 208 year old traditional publishing company to a leading global provider of content and content enabled services  SHIFTING MINDSETS: executive commitment to continuous digital performance improvement  SHIFTING SKILLSETS: tiered search, social, content and digital skills training (process & tech)  FOCUSING: on marketing as a revenue center Digital products and services now represent 60% of its $1.82 billion (2015) revenue
  18. 18. #SMX #23A3 @BrightEdge @BradMattick Mind set Holistic, pro-active, aspirational, results focused, left and right brained thinking Skill set Specialist and generalist, business acumen, relationship management Language Do not under value what you do, talk ahead of the curve …… Top tips – Shifting from Practitioners to Leaders
  19. 19. #SMX #23A3 @BrightEdge @BradMattick Emerging Foundational Scaling High Performing Innovative Initial investments in search, social and contents channel Core teams scale and align with exec champion; evangelism beginning across marketing org with a few “BU” wins; some common KPIs launched; technology standardizing Strong cross-org support from execs to front line; consistent workflow & execution across org; “global” standards for digital metrics, technology Dedicated resource(s), tracking basic metrics and delivered some early successes Integrated digital departments and strategy across marketing disciplines that affect core revenue outcomes; culture of testing and innovation Re-cap:The Maturity Process Search – the driver of success Content - the catalyst DigitalTransformation – the outcome
  20. 20. #SMX #23A3 @BrightEdge @BradMattick 1. Benchmark where you are on the curve- organization, function, individual 2. Evangelize your highest performing channels 3. Build relationships and process across all digital functions – break down the silos 4. Secure executive sponsors – talk business 5. Drive transformation of your digital organization 5 key takeaways - stay ahead of the curve
  21. 21. #SMX #23A3 @BrightEdge @BradMattick THANK YOU Additional resources Search Engine Land – The SEO Maturity Curve http://brtedg.co/217bL6l Marketing Land – Wiley and Digital Transformation http://brtedg.co/1VkOf2 BrightEdge - Search needs better PR http://brtedg.co/1OePXfN
  22. 22. #SMX #23A3 @BrightEdge @BradMattick 1,200+ customers TheTrusted Leader in Content Performance Marketing Offices in CA, NYC, Cleveland, Chicago, Seattle, London, Sydney Email: info@brightedge | Website: www.brightedge.com

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