Following the Penguin update, there has been a real shift in the digital marketing industry towards strategies and tactics that are more defensible in the long-term.
This presentation uncovers the ways that BlueGlass has responded to this changing market and how we've developed a business model that will help our clients not only to drive results in the short term, but to build an online foundation that can weather algorithmic changes into the future.
We discuss the challenges we've faced in making a transition towards this much more powerful model, and give tips for agencies looking to make a similar change.
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Redefining Business Models in a Post-Penguin World
1. Redefining Business Models
in a Post-Penguin World
Greg Boser
President
BlueGlass Interactive
http://www.blueglass.com
@GregBoser
2. About BlueGlass
BlueGlass is a full service digital
marketing agency. BlueGlass was
formed with the goal of providing
high quality services that deliver
real, clear, results.
3. About Me
Spent 14 years in a consultant/small
boutique agency environment
primarily focused on organic SEO
5. About Me
March of 2011 took on the role of
President of Products &
Services, and focused on the task of
integrating the Mash up.
6. About Me
Dropped the “Products & Services” part
in January 2012 so I could:
A) Fit my title in the PubCon speaker registration
form. (Brett still believes in character limits)
B) Spend more time working on the Biz Dev side of
things with our VP of Excitement, Loren Baker.
16. Our Goal
Build a fully integrated and scalable data-
driven, digital marketing agency that
focuses on developing and executing
content-based marketing strategies.
17.
18. Issue #1
Siloed Internal Structure
Trying to build integrated marketing strategies from a
vertical silo structure doesn't work.
66. Issue #5
Outdated Contract Structures
Legacy contracts completely lacked the type of
language necessary to deal with the unique issues
related to content marketing.
67. Outdated Contract Structures
Legacy contracts completely lacked
the type of language necessary to
deal with the unique issues related
to content marketing.
68. Changes We Made
Outdated Contract Structures
• Implemented SLA’s with guarantees
• Added client obligations/responsibilities
• Implemented subscription model pricing for
production services
• Added simple budget reallocation tools
79. Issue #6
Content Quality Consistency
Relying solely on outside vendors for content
production can work really well at the boutique level.
But it doesn’t always scale well.
80. Content Quality Consistency
Relying solely on outside
vendors for content
production can work really
well at the boutique level.
But it doesn’t always scale
well.
86. Benefits
• Better ability to address all marketing goals
• Higher level of agility
• Greater level of top-down transparency
• Better ideas
• Happier employees
87. Content Quality Consistency
• Dramatic improvement in consistency
• Huge reduction in revision work
• Greater ability to scale
88. Issue #7
Lack of Process Documentation
Being really good at what you do doesn’t mean you
are prepared to teach others to be good too.
If you plan on growing in the future, take the time to
analyze and document what you do and how you do
it!
89. Lack of Process Documentation
Being really good at what you do
doesn’t mean you are prepared to
teach others to be good too.
90. Lack of Process Documentation
If you plan on growing in the
future, take the time to analyze and
document what you do and how you
do it!
91.
92. Lack of Process Documentation
Added a dedicated person to
oversee the process development
and documentation process.
93. Issue
Lack of HR Identity
The day-to-day environment of a larger organization
is quite a bit different than that of a boutique
consultancy.
Being great at what you do doesn’t necessarily
translate into a situation that’s a fit.
94. Lack of HR Identity
The day-to-day environment of a
larger organization is quite a bit
different than that of a boutique
consultancy.
95. Lack of HR Identity
Being great at what you do doesn’t
necessarily translate into a situation
that’s a fit.
96.
97. Lack of HR Identity
Took the time to identify those in the
organization who had the right personality traits
98. Lack of HR Identity
Found them positions that best matched
their skill sets
99. Lack of HR Identity
Empowered them to go find and hire themselves
100. Benefits
• Better ability to address all marketing goals
• Higher level of agility
• Greater level of top-down transparency
• Better ideas
• Happier employees
101. Lack of HR Identity
A super awesome, dedicated
staff that kicks ass!