2014 AMA Higher Ed Presentation: Bentley University's PreparedU Project

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Val Fox | Bentley University | Marketing & Communication

Valerie Fox from Bentley University gave a presentation about her organization's journey to integrating content, brand, and thought leadership. She discussed how Bentley transitioned from a communications and marketing focus pre-2012 to launching a new "PREPARED" brand and developing content assets like PreparedU over subsequent years. Fox outlined lessons learned, including not expecting a playbook, getting started with content marketing early, considering amplification of content from the start, and rethinking marketing funnels to focus more on inbound tactics. She provided tips and ideas such as making a case for content, building an email list, thinking like a publisher, and hiring people with the right mindset for content roles.

Marketing

@ValerieFox | @AMA Hashtag
@ValerieFox, Bentley University | #AMAHigherEd
Superhero
VAL FOX
@valeriefox
But more like the Lone Ranger

@ValerieFox | @AMA Hashtag
@ValerieFox, Bentley University | #AMAHigherEd
Agenda
1)Putting the Content in Marketing
2)Mistakes We Made for You
3) Hacks, Tips & Ideas

@ValerieFox | @AMA Hashtag
@ValerieFox, Bentley University | #AMAHigherEd
Bentley: Anything But Business as Usual

@ValerieFox | @AMA Hashtag
@ValerieFox, Bentley University | #AMAHigherEd

@ValerieFox | @AMA Hashtag
@ValerieFox, Bentley University | #AMAHigherEd
Putting the Content in Marketing

@ValerieFox | @AMA Hashtag
@ValerieFox, Bentley University | #AMAHigherEd
Our “BRANDformation”
Communications
& marketing
Pre-2012

@ValerieFox | @AMA Hashtag
@ValerieFox, Bentley University | #AMAHigherEd
Our Evolution from Pitching to Publishing

@ValerieFox | @AMA Hashtag
@ValerieFox, Bentley University | #AMAHigherEd
Lessons Learned (Mistakes We Made For You)
Photo Source: The Minimalists

@ValerieFox | @AMA Hashtag
@ValerieFox, Bentley University | #AMAHigherEd
#1 – Don’t Expect to Find a Playbook
Photo source: scribewise.com

@ValerieFox | @AMA Hashtag
@ValerieFox, Bentley University | #AMAHigherEd
#2- Get Started!
Interest has grown 5x in past 5 years

@ValerieFox | @AMA Hashtag
@ValerieFox, Bentley University | #AMAHigherEd
#3 – Start with the End in Mind

@ValerieFox | @AMA Hashtag
@ValerieFox, Bentley University | #AMAHigherEd
#4 - Rethink the Funnel

@ValerieFox | @AMA Hashtag
@ValerieFox, Bentley University | #AMAHigherEd
Rethink the Funnel
Outbound
•Print
•Radio
•TV
•Direct mail
•Banner ads
Inbound
•Blog posts
•Infographics

@ValerieFox | @AMA Hashtag
@ValerieFox, Bentley University | #AMAHigherEd
Rethink the Funnel
Outbound
•One-size-fits- all emails
Inbound
•Email nurturing
•Progressive profiling

@ValerieFox | @AMA Hashtag
@ValerieFox, Bentley University | #AMAHigherEd
#5 –Amplify or Die
Tree falling in forest

@ValerieFox | @AMA Hashtag
@ValerieFox, Bentley University | #AMAHigherEd
Amplify or Die
Amplification kicks in
Content Syndication: Outbrain, Taboola, Nativo Paid Social: LinkedIn SEO: On-site optimization Email: Bi-weekly newsletters
29x Growth in Traffic

@ValerieFox | @AMA Hashtag
@ValerieFox, Bentley University | #AMAHigherEd
Amplification Examples
LinkedIn
Taboola

@ValerieFox | @AMA Hashtag
@ValerieFox, Bentley University | #AMAHigherEd
Hacks, Tips & Ideas

@ValerieFox | @AMA Hashtag
@ValerieFox, Bentley University | #AMAHigherEd
#1 – Make a Case for Content

@ValerieFox | @AMA Hashtag
@ValerieFox, Bentley University | #AMAHigherEd
#2 – Build Your Email List
Photo source: Novy.be
Email Capture
Gated Content

@ValerieFox | @AMA Hashtag
@ValerieFox, Bentley University | #AMAHigherEd
#3 – Think Like a Publisher
Trending topics on Millennials
Source: BuzzSumo

@ValerieFox | @AMA Hashtag
@ValerieFox, Bentley University | #AMAHigherEd
#4 - Tap News Refugees
Photo source: Novy.be

@ValerieFox | @AMA Hashtag
@ValerieFox, Bentley University | #AMAHigherEd
#5 – Hire People for Mindset Match
Source: Salesforce.com

@ValerieFox | @AMA Hashtag
@ValerieFox, Bentley University | #AMAHigherEd
Hire People Who Love to Learn

@ValerieFox | @AMA Hashtag
@ValerieFox, Bentley University | #AMAHigherEd
Source: Why Content Marketing Fails, Rand Fishkin

@ValerieFox | @AMA Hashtag
@ValerieFox, Bentley University | #AMAHigherEd
Thank You!!!

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From Hope to Despair: The Top 10 Reasons Businesses Ditch SEO Tactics Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge. In this blog, we delve deep into the top 10 reasons why businesses ditch SEO tactics, uncovering the pain points that may resonate with you: 1. Algorithm Changes: The ever-changing algorithms can leave businesses feeling like they're chasing a moving target. Search engines like Google frequently update their algorithms to improve user experience and provide more relevant search results. However, these updates can significantly impact your website's visibility and ranking if you're not prepared. 2. Lack of Results: Investing time and resources without seeing tangible results can be disheartening. The absence of immediate results often leads businesses to lose faith in their SEO strategies. It's important to remember that SEO is a long-term game that requires patience and consistent effort. 3. Technical Challenges: From site speed issues to complex metadata implementation, technical hurdles can be daunting. Overcoming these challenges is crucial for SEO success, as technical issues can hinder your website's performance and user experience. 4. Keyword Competition: Fierce competition for top keywords can make it hard to rank effectively. Businesses often struggle to find the right balance between targeting high-traffic keywords and finding less competitive, niche keywords that can still drive significant traffic. 5. Lack of Understanding of SEO Basics: Many businesses dive into the complex world of SEO without fully grasping the fundamental principles. This lack of understanding can lead to several issues: Keyword Awareness: Failing to recognize the importance of keyword research and targeting the right keywords in content. On-Page Optimization: Ignorance regarding crucial on-page elements such as meta tags, headers, and content structure. Technical SEO Best Practices: Overlooking essential aspects like site speed, mobile responsiveness, and crawlability. Backlinks: Not understanding the value of high-quality backlinks from reputable sources. Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively. 6. Unrealistic Expectations and Timeframe: Entrepreneurs often fall prey to the allure of quick fixes and overnight success. Unrealistic expectations can overshadow the reality of the time and effort needed to see tangible results in the highly competitive digital landscape. SEO is a long-term strategy, and setting realistic goals is crucial for success. #SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO

Mastering SEO for Google in the AI Era - Dennis Yu

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business. Key Takeaways: Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.

No Cookies, No Problem - Steve Krull, Be Found Online

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In the face of the news of Google beginning to remove cookies from Chrome (30m users at the time of writing), there’s no longer time for marketers to throw their hands up and say “I didn’t know” or “They won’t go through with it”. Reality check - it has already begun - the time to take action is now. The good news is that there are solutions available and ready for adoption… but for many the race to catch up to the modern internet risks being a messy, confusing scramble to get back to "normal"

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Unlock the secrets to enhancing your digital presence with our masterclass on mastering online visibility. Learn actionable strategies to boost your brand, optimize your social media, and leverage SEO. Transform your online footprint into a powerful tool for growth and engagement. Key Takeaways: 1. Effective techniques to increase your brand's visibility across various online platforms. 2. Strategies for optimizing social media profiles and content to maximize reach and engagement. 3. Insights into leveraging SEO best practices to improve search engine rankings and drive organic traffic.

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In today’s fast-paced world, stress and anxiety have become common companions for many. With constant connectivity and an unending stream of information, finding moments of peace can seem like an insurmountable challenge. However, mindfulness techniques offer a beacon of calm amidst the chaos, helping individuals to center themselves and find balance. These practices, rooted in ancient traditions and supported by modern science, are accessible to everyone and can profoundly impact mental and emotional well-being.

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In this humorous and data-heavy Master Class, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually. In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with: • Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes • A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success • Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast

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How to Kickstart Content Marketing With A Small Team - Dennis Shiao

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Can you kickstart content marketing when you have a small team or even a team of one? Why yes, you can! Dennis Shiao, founder of marketing agency Attention Retention will detail how to draw insights from subject matter experts (SMEs) and turn them into articles, bylines, blog posts, social media posts and more. He’ll also share tips on content licensing and how to establish a webinar program. Attend this session to learn how to make an impact with content marketing even when you have a small team and limited resources. Key Takeaways: - You don't need a large team to start a content marketing program - A webinar program yields a "one-to-many" approach to content creation - Use partnerships and licensing to create new content assets

Growth Marketing in 2024 - Randy Rayess, Outgrow

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment. Key Takeaways: Learn how to use specific GPTs to help you Learn how to build your own marketing tools Generate marketing ideas for your business How to think through and use AI in marketing How AI changes the marketing game

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2014 AMA Higher Ed Presentation: Bentley University's PreparedU Project

1. @ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd Our Journey to the Intersection of Content, Brand & Thought Leadership

2. @ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd Superhero VAL FOX @valeriefox Dream of being the next Content Marketing Superhero

3. @ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd Superhero VAL FOX @valeriefox But more like the Lone Ranger

4. @ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd Agenda 1)Putting the Content in Marketing 2)Mistakes We Made for You 3) Hacks, Tips & Ideas

5. @ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd Bentley: Anything But Business as Usual

6. @ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd

7. @ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd

8. @ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd Putting the Content in Marketing

9. @ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd Our “BRANDformation” Communications & marketing Pre-2012

10. @ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd 2011: Enter David Perry, CMO Time for a NEW brand

11. @ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd Communications & marketing Pre-2012 Launch the PREPARED brand 2012 Our “BRANDformation” Preparing the next generation of smart, nimble, compassionate leaders.

12. @ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd

13. @ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd Communications & marketing Pre-2012 Launch the PREPARED brand 2012 PreparedU Project 2013 Our “BRANDformation”

14. @ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd

15. @ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd Communications & marketing Pre-2012 Launch the PREPARED brand 2012 PreparedU Project 2013 PreparedU Content 2014 Our “BRANDformation”

16. @ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd Our Evolution from Pitching to Publishing

17. @ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd Communications & marketing Pre-2012 Launch the PREPARED brand 2012 PreparedU Project 2013 PreparedU Content 2014 Our “BRANDformation”

18. @ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd Communications & marketing Pre-2012 Launch the PREPARED brand 2012 PreparedU Project 2013 PreparedU Content 2014 Our “BRANDformation” BRAND THOUGHT LEADERSHIP CONTENT

19. @ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd Lessons Learned (Mistakes We Made For You) Photo Source: The Minimalists

20. @ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd #1 – Don’t Expect to Find a Playbook Photo source: scribewise.com

21. @ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd #2- Get Started! Interest has grown 5x in past 5 years

22. @ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd #3 – Start with the End in Mind

23. @ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd #4 - Rethink the Funnel

24. @ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd Rethink the Funnel Outbound •Print •Radio •TV •Direct mail •Banner ads Inbound •Blog posts •Infographics

25. @ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd Rethink the Funnel Outbound •Print •Radio •TV •Direct mail •Banner ads Inbound •Content offers: eBooks •Events

26. @ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd Rethink the Funnel Outbound •One-size-fits- all emails Inbound •Email nurturing •Progressive profiling

27. @ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd #5 –Amplify or Die Tree falling in forest

28. @ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd Amplify or Die Amplification kicks in Content Syndication: Outbrain, Taboola, Nativo Paid Social: LinkedIn SEO: On-site optimization Email: Bi-weekly newsletters 29x Growth in Traffic

29. @ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd Amplification Examples LinkedIn Taboola

30. @ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd Hacks, Tips & Ideas

31. @ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd #1 – Make a Case for Content

32. @ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd #2 – Build Your Email List Photo source: Novy.be Email Capture Gated Content

33. @ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd #3 – Think Like a Publisher Trending topics on Millennials Source: BuzzSumo

34. @ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd #4 - Tap News Refugees Photo source: Novy.be

35. @ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd #5 – Hire People for Mindset Match Source: Salesforce.com

36. @ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd Hire People Who Love to Learn

37. @ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd Source: Why Content Marketing Fails, Rand Fishkin

38. @ValerieFox | @AMA Hashtag @ValerieFox, Bentley University | #AMAHigherEd Thank You!!!

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