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In 2015, survey respondents in the
Moz industry survey spent more time
on brand strategy, content curation,
managing people, PR, and social –
but less time on link building.
Good marketing makes people make
decisions that they’re unconscious of.
Every time your brand slips up, it’s a
distraction from that.
When you’re writing a brand strategy,
start with what the brand isn’t. It’s
easier for people to say “that’s not us.”
A lot of companies expect their
customers to be loyal to them, but
they are not loyal to their customers.
Content strategy is about answering
not just what, but why, how, when,
for whom, by whom, with what,
where, how often, and what’s next.
There are four parts to getting strategy done.
1. Assessment, analysis, and strategy
2. Architecture and editorial: content and
3. Implementation: how do we get it done?
4. Maintenance: what do we do next?
If you want to get buy-in for content
strategy, focus on the pain points.
Where does it hurt, and where can
content strategy deliver a smart
79% of marketers are shifting to branded or
paid content. NYT paid post was 35% of their
shares in the vertical. Users didn’t just read it,
they shared it, even though it was an ad. NPR
paid post was 55% of their shares in the
vertical. No one cares if content is paid or
sponsored if it’s good.
Old Content Promotion: get all the
links and shares to the hub.
New Content Promotion: Publish to
all the streams that work for your
Every site and brand could have a
different secret sauce. It takes 12-17
months to figure this out. Content
programs are not usually something
that’s going to work in the first 90
Remarketing is a marathon,
not a sprint. Keep your daily
frequency to 2-3 ads per day to
avoid brand fatigue.
Easy SEO tip using PPC data: Identify
your content gaps - see where paid
search is the only entrance path and
adjust SEO accordingly for more
Analytics is hard – it’s a bit of a data
black hole. We collect a lot of data, it
kind of just sits there, and we don’t
know what to do with it.
Just a small handful of things that are
easier to track with Google Tag Manager:
• Content scrolling.
• Outbound links.
• YouTube and Vimeo.
• URL Fragments (i.e., AJAX pages)
Quick ways to stop wasting time in meetings:
• Decline meetings with no clear agenda.
• Avoid last minute invites.
• Avoid 30-min gaps between meetings.
• Block off your own 2-4 hour work invites in
Stay focused to use time more effectively:
• Switch off all pings, popups, & notifications.
• Do not check email. It takes 20 minutes to get
back to the level of focus you had after a
• Time yourself - understand how long work
Email is not a storage container.
It’s a shipping container. Email is
where information goes to die.
Use email more effectively:
• Use more detailed subject lines. You’ll see this
• You don’t always need to send an email. Instead, you
want to move your communication to the relevant
• Use a shared Google doc to collaborate on and house
agendas. You’ll also keep your meeting notes there.
The one-size-fits-all web is dead… and lazy.
Email and remarketing] are proven channels to
get people to do what you want them to do,
and you need to start personalizing them.
B2B SaaS? Quick personalization idea:
• Give larger potential customers a higher
touch CTA – “Request A Demo”.
• Give SMB potential customers a lower-
touch CTA – “Try it Now”
A framework for web personalization:
• Figure out who to target.
• Decide what to show them.
• Prioritize your testing efforts.
Prioritizing your web personalization has 3
1. The potential business impact
2. Technical effort to execute
3. The requirements to sustain it
If your audience is large enough,
focus on combining two root
behaviors to further segment. For
example, people with mortgages from
2000-2008 who are also veterans.
New expectations for the modern
marketer: If you spend any time or
money on sending traffic to a URL, you
need to hand that over to a
performance marketer via cookie pool.
Just like brand terms are a brand asset,
so are our curated lists of audiences that
we’ve built from customer profiles & traffic
to our website. We call these owned
audience cookie pools.
If you’re going to retarget everyone
that comes to your website, why
not retarget the ones that are rich
and love to buy that shit?
If you’re not willing to segment
your creative, you need to ask
yourself why you’re bothering with
segmentation in the first place.