The document outlines Blake Pappas' content marketing workshop on the proven 8-step formula. It includes an agenda for the workshop covering topics like content strategy, ideation, content development, distribution, and measurement. It also provides tips for developing personas, coming up with content ideas, creating different types of content, and optimizing existing pages. The overall workshop is aimed at teaching attendees how to successfully implement a comprehensive content marketing strategy.
Link Building Metrics: Managing Projects and SEOs with Page One PowerSearch Engine Journal
Link building is a challenge for all brands. Your strategy will vary depending on your goals, industry, and competition level, not to mention the skills of the individual link builder.
In this webinar, produced in partnership with Page One Power, Project Manager Cody Cahill, has the link building solutions you’ve been looking for.
Creating an Inbound Marketing Budget for 2015Kuno Creative
Kuno Creative inbound marketing experts provide a breakdown of what you should be investing in for success in 2015, and where and how you should be allocating your dollars.
Link Building Metrics: Managing Projects and SEOs with Page One PowerSearch Engine Journal
Link building is a challenge for all brands. Your strategy will vary depending on your goals, industry, and competition level, not to mention the skills of the individual link builder.
In this webinar, produced in partnership with Page One Power, Project Manager Cody Cahill, has the link building solutions you’ve been looking for.
Creating an Inbound Marketing Budget for 2015Kuno Creative
Kuno Creative inbound marketing experts provide a breakdown of what you should be investing in for success in 2015, and where and how you should be allocating your dollars.
Effective Keywords Research For Beginners - Back To Basics | Semrush Live Web...Krishna Shekhar
In the semrush live webinar, India series with Parth Suba, I speak on the effective keywords research techniques in SEO, to drive targeted traffic and power sales.
* Basic tips to find best keywords in seo that drives organic traffic and conversions,
* Leveraging on Paid SEO keyword tools,
* How to center your KW strategy around user search intent, and more.
Follow me on:
Twitter: https://twitter.com/krishnashekhar
LinkedIn: https://www.linkedin.com/in/krishnashekhar86/
Company Website: https://krishmarketing.com/
Search marketing is evolving faster than ever, and brands that aren't prioritizing their organic presence risk getting left behind by their competition.
How can businesses like yours not only survive but thrive and grow through this period of disruption?
Register now for the next sponsored Search Engine Journal webinar.
Seth Besmertnik, co-founder and CEO of Conductor, shares secrets on how to get ahead of new developments in search marketing. Making the most of your investments in SEO is vital for staying at the forefront of ever-changing customer trends and getting found in the moments that matter.
In this presentation, you will:
- Get an inside look into how the best companies in the world are adapting their strategies to make organic marketing, SEO, and content a core competency across the organization.
- Learn why businesses that were agile in 2020 are now ahead of the curve – and what their next moves will look like.
- Discover how Conductor can help brands to increase their cross-functional agility, maximize impact in the new digital marketing landscape, and meet 2021’s demand evolution right now.
Part 3: Marketing Analytics 101: Inform Your Decisions With the Best InformationSurefire Local
Knowing what's working and what isn't in your digital marketing is one of the most biggest obstacles for contractors. In this session, we'll walk through best practices in tracking and analyzing your digital activities so you know the exact activities are driving the most leads, and stop wasting money on under-performing programs.
The Web Design Circle of Trust: Using Content and Design to Increase Convers...Wellspring Digital
In this presentation for the Digital Summit, we look at how design and user experience (UX) affect your search engine optimization (SEO) as well as conversions on your website.
There are over 13 million Company Pages on LinkedIn. If yours isn’t set up and standing out, you’re missing opportunities to get your content in front of the audience that matters most to your business.
LinkedIn Company Pages 101 will help you learn:
• The basics of setting up a LinkedIn Company Page and publishing updates
• How to navigate your analytics dashboard
• What content gets the most engagement
• How our team built an engaged audience on our LinkedIn Marketing Solutions Showcase Page
Rev Up Your Lead Engine With Predictive ScoringMarketo
Check out this LaunchPoint presentation featuring data from Lattice, MuleSoft, and FireEye, to discover how to rev up your marketing engine with the power of predictive lead scoring!
Guide to Voice Search & Digital AssistantsSurefire Local
According to a voice study by Microsoft, 1 in 2 people use voice search to find information about a local business every day. So it begs the question... how confident are you that your business is ready for the voice search era?
Join us for a free webinar with Yext, an innovative company that helps local businesses control their digital information, to learn how you can get your business ready to roll when voice search becomes the new norm for your customers to find you online. We'll walk through a few ways you can get your website and digital presence optimized to rank in voice search and recommended on devices like Amazon Alexa, Google Home, and Siri.
Some of the things we’ll cover are:
- Key local search signals to build into your digital presence
- How business listings make you more “recommendable” to voice assistants
- The latest voice trends and tips for local businesses
PR that drives performance by Beth NunningtonJourney Further
In our data-driven world, the value of PR is often questioned — and quite rightly so.
Some see it only as a channel for occasional bursts of activity, while others get bogged down chasing links.
Underpinning all this tends to be slow reporting focused on meaningless metrics like AVE (advertising value equivalent).
The good news?
There's a better way!
-
As presented at Search Leeds, June 2019.
The Secret of Successful Contractors: How to Master the Customer CycleSurefire Local
Find out how the top home improvement contractors across the country are using new tools and processes to win more jobs and grow their businesses.
Some of the things you'll learn are:
- Understanding the journey homeowners take to find you online
- A proven system for turning more leads into happy customers
- Best practices for staying organized and keeping your jobs on track with CRM software
- Creating a great customer experience that inspires referrals
- Establishing a process for acquiring online reviews and how to use them in your marketing and job pitches to win the bid
Live Demo: How SEJ Advertising Drives Awareness & Targeted LeadsSearch Engine Journal
Whether you’re looking to raise awareness, effectively build brand authority, supply your sales team with qualified leads, or drive the right traffic to your landing pages, there’s an SEJ advertising product to serve your marketing goals.
SEJ advertising has successfully matched hundreds of brands to digital marketers in need of the products and services that help them do better work and build the kinds of businesses that command their industry.
From the in-house or agency SEO of all levels to executive veteran marketers, the SEJ audience is made up of decision makers and key influencers thirsty for the best tools and services in the biz.
Jessica Cromwell, Director of Sales at yours truly, will show you how Search Engine Journal advertising is all about bridging the gap between distinguished brands like yours and its staunch community of enthusiastic marketers.
In this webinar, you will learn:
- What SEJ advertising products are best suited for specific marketing goals
- Why the majority of SEJ advertisers are repeat customers
- And how SEJ advertising generates quality leads, boosts awareness and can help to position you as the authoritative expert that you are.
Live Webinar: Lead Nurturing Beyond the Email InboxLinkedIn
The way companies nurture leads has changed dramatically. What once was the domain of the sales department now is the responsibility of the marketing team.
Today's most effective marketers are moving their lead nurturing programs beyond the email inbox and embracing multichannel nurturing - which includes display and social media advertising.
This webcast will explore the basics of building a complete lead-nurturing program to reach and engage both known and anonymous prospects. Plus, John McTigue of Kuno Creative and Andrew Hickey of eCornell will share their secrets for reaching more of the right people with always-on tactics that deliver measurable results.
SMX Munich 2018 - In A Nutshell: Advanced Shopping CampaignsLiam Wade
In this fast-paced presentation, I ran (very quickly) through 3 businesses can use to scale their Shopping efforts more effectively. Making better bidding decisions for Shopping campaigns using a combination of these 3 approaches:
- Contextual Feeds
- Proactive RLSAs
- Search Query Sculpting (Advanced)
Thanks for having me SMX!
Lightning Talk #11: Designer spaces by Alastair Simpsonux singapore
You can’t take creative people, stick them in sterile, lowest cost per square foot spaces, and expect them to achieve the best work of their lives. Atlassian has been focussing heavily on the design of their work spaces, to create flexible, engaging, delightful, and yes productive places for their teams to work in.
Hear Alastair Simpson from Atlassian talk about the creative spaces they’ve designed that have scaled with the changing needs of their teams and what they’ve learned about the benefits of creating better environments through thoughtful design.
Manthan is one of the best Restaurant Analytics Software Company in US which provides comprehensive AI-powered solution that addresses every need of the contemporary restaurant chain. With Customer Analytics for restaurant marketing, targeting and personalization, Demand Analytics for identifying opportunities and Operational Analytics for day-to-day management.
With all the optimization work that goes into PPC, it’s easy to lose sight of the actual ad copy. Even though it is the only thing the searcher sees, ad copy often stagnates as the ad testing plan winds down and the enthusiasm brought about by a new project subsides into the steady hum of routine tasks.
In this webinar presentation, experts from Hanapin Marketing and Brainlabs Digital go through 10 unique ways to breathe new life back into your PPC ads and discuss why testing that ad copy is such an important tactic in your strategy.
Ad messaging throughout the funnel and across platforms: What's driving succe...Andrea Cruz
All the targeting in the world won't save you from bad creative.
Join Andrea Cruz, Associate Director, Digital Marketing at KoMarketing, to learn what messaging really works throughout the funnel and how to get your B2B audience to convert. From ToFu down through BoFu, we'll take a look at what types of copy and ad types are currently driving success in the most common B2B platforms: Google Ads, LinkedIn Ads, and Facebook Ads.
After this session, you'll be able to:
Write copy for your B2B audience, regardless of where they are in the funnel
Modify your creative to what works best on each platform
Build sustainable strategies to nurture your prospects
Het inzetten van content op social media is voor veel bedrijven een effectieve manier op om social media zichtbaar te zijn en doelgroepen in beweging te krijgen. Een doelgerichte inzet van content op social media ondersteunt bedrijven bij het vergroten van bereik, het stimuleren van interactie, een betere reputatie en imago en het genereren van verkeer en leads. Deze 1 daagse NIMA workshop leert alles over het opstellen van een strategisch raamwerk om een doelgerichte content strategie voor social media te bepalen en in de praktijk te kunnen toepassen.
Rock your Brands Social Media with 1-hour a day! Soho House SeminarCamilla White
The following seminar was hosted at Soho Farmhouse, Soho House in June 2017.
This session was prepared for Soho House members who are creative entrepreneurs! The purpose of this workshop was to enable them to manage their own Social Media channels, with the little time available in the day.
Key Takeaways:
- Brands need to establish WHY they are going online.
- Brands should prioritise Social Media channels for purpose.
- Understand your audience. When do they reach for their phone, what sort of content are they looking for, how do they want to be spoken to.
- Don't make content, Document.
- You should be able to run your brands social media ALL from your MOBILE
- User-generated-content is noted as one of the highest revenue drivers by building a genuine and authentic connection with your fans
- Plan your day!
Effective Keywords Research For Beginners - Back To Basics | Semrush Live Web...Krishna Shekhar
In the semrush live webinar, India series with Parth Suba, I speak on the effective keywords research techniques in SEO, to drive targeted traffic and power sales.
* Basic tips to find best keywords in seo that drives organic traffic and conversions,
* Leveraging on Paid SEO keyword tools,
* How to center your KW strategy around user search intent, and more.
Follow me on:
Twitter: https://twitter.com/krishnashekhar
LinkedIn: https://www.linkedin.com/in/krishnashekhar86/
Company Website: https://krishmarketing.com/
Search marketing is evolving faster than ever, and brands that aren't prioritizing their organic presence risk getting left behind by their competition.
How can businesses like yours not only survive but thrive and grow through this period of disruption?
Register now for the next sponsored Search Engine Journal webinar.
Seth Besmertnik, co-founder and CEO of Conductor, shares secrets on how to get ahead of new developments in search marketing. Making the most of your investments in SEO is vital for staying at the forefront of ever-changing customer trends and getting found in the moments that matter.
In this presentation, you will:
- Get an inside look into how the best companies in the world are adapting their strategies to make organic marketing, SEO, and content a core competency across the organization.
- Learn why businesses that were agile in 2020 are now ahead of the curve – and what their next moves will look like.
- Discover how Conductor can help brands to increase their cross-functional agility, maximize impact in the new digital marketing landscape, and meet 2021’s demand evolution right now.
Part 3: Marketing Analytics 101: Inform Your Decisions With the Best InformationSurefire Local
Knowing what's working and what isn't in your digital marketing is one of the most biggest obstacles for contractors. In this session, we'll walk through best practices in tracking and analyzing your digital activities so you know the exact activities are driving the most leads, and stop wasting money on under-performing programs.
The Web Design Circle of Trust: Using Content and Design to Increase Convers...Wellspring Digital
In this presentation for the Digital Summit, we look at how design and user experience (UX) affect your search engine optimization (SEO) as well as conversions on your website.
There are over 13 million Company Pages on LinkedIn. If yours isn’t set up and standing out, you’re missing opportunities to get your content in front of the audience that matters most to your business.
LinkedIn Company Pages 101 will help you learn:
• The basics of setting up a LinkedIn Company Page and publishing updates
• How to navigate your analytics dashboard
• What content gets the most engagement
• How our team built an engaged audience on our LinkedIn Marketing Solutions Showcase Page
Rev Up Your Lead Engine With Predictive ScoringMarketo
Check out this LaunchPoint presentation featuring data from Lattice, MuleSoft, and FireEye, to discover how to rev up your marketing engine with the power of predictive lead scoring!
Guide to Voice Search & Digital AssistantsSurefire Local
According to a voice study by Microsoft, 1 in 2 people use voice search to find information about a local business every day. So it begs the question... how confident are you that your business is ready for the voice search era?
Join us for a free webinar with Yext, an innovative company that helps local businesses control their digital information, to learn how you can get your business ready to roll when voice search becomes the new norm for your customers to find you online. We'll walk through a few ways you can get your website and digital presence optimized to rank in voice search and recommended on devices like Amazon Alexa, Google Home, and Siri.
Some of the things we’ll cover are:
- Key local search signals to build into your digital presence
- How business listings make you more “recommendable” to voice assistants
- The latest voice trends and tips for local businesses
PR that drives performance by Beth NunningtonJourney Further
In our data-driven world, the value of PR is often questioned — and quite rightly so.
Some see it only as a channel for occasional bursts of activity, while others get bogged down chasing links.
Underpinning all this tends to be slow reporting focused on meaningless metrics like AVE (advertising value equivalent).
The good news?
There's a better way!
-
As presented at Search Leeds, June 2019.
The Secret of Successful Contractors: How to Master the Customer CycleSurefire Local
Find out how the top home improvement contractors across the country are using new tools and processes to win more jobs and grow their businesses.
Some of the things you'll learn are:
- Understanding the journey homeowners take to find you online
- A proven system for turning more leads into happy customers
- Best practices for staying organized and keeping your jobs on track with CRM software
- Creating a great customer experience that inspires referrals
- Establishing a process for acquiring online reviews and how to use them in your marketing and job pitches to win the bid
Live Demo: How SEJ Advertising Drives Awareness & Targeted LeadsSearch Engine Journal
Whether you’re looking to raise awareness, effectively build brand authority, supply your sales team with qualified leads, or drive the right traffic to your landing pages, there’s an SEJ advertising product to serve your marketing goals.
SEJ advertising has successfully matched hundreds of brands to digital marketers in need of the products and services that help them do better work and build the kinds of businesses that command their industry.
From the in-house or agency SEO of all levels to executive veteran marketers, the SEJ audience is made up of decision makers and key influencers thirsty for the best tools and services in the biz.
Jessica Cromwell, Director of Sales at yours truly, will show you how Search Engine Journal advertising is all about bridging the gap between distinguished brands like yours and its staunch community of enthusiastic marketers.
In this webinar, you will learn:
- What SEJ advertising products are best suited for specific marketing goals
- Why the majority of SEJ advertisers are repeat customers
- And how SEJ advertising generates quality leads, boosts awareness and can help to position you as the authoritative expert that you are.
Live Webinar: Lead Nurturing Beyond the Email InboxLinkedIn
The way companies nurture leads has changed dramatically. What once was the domain of the sales department now is the responsibility of the marketing team.
Today's most effective marketers are moving their lead nurturing programs beyond the email inbox and embracing multichannel nurturing - which includes display and social media advertising.
This webcast will explore the basics of building a complete lead-nurturing program to reach and engage both known and anonymous prospects. Plus, John McTigue of Kuno Creative and Andrew Hickey of eCornell will share their secrets for reaching more of the right people with always-on tactics that deliver measurable results.
SMX Munich 2018 - In A Nutshell: Advanced Shopping CampaignsLiam Wade
In this fast-paced presentation, I ran (very quickly) through 3 businesses can use to scale their Shopping efforts more effectively. Making better bidding decisions for Shopping campaigns using a combination of these 3 approaches:
- Contextual Feeds
- Proactive RLSAs
- Search Query Sculpting (Advanced)
Thanks for having me SMX!
Lightning Talk #11: Designer spaces by Alastair Simpsonux singapore
You can’t take creative people, stick them in sterile, lowest cost per square foot spaces, and expect them to achieve the best work of their lives. Atlassian has been focussing heavily on the design of their work spaces, to create flexible, engaging, delightful, and yes productive places for their teams to work in.
Hear Alastair Simpson from Atlassian talk about the creative spaces they’ve designed that have scaled with the changing needs of their teams and what they’ve learned about the benefits of creating better environments through thoughtful design.
Manthan is one of the best Restaurant Analytics Software Company in US which provides comprehensive AI-powered solution that addresses every need of the contemporary restaurant chain. With Customer Analytics for restaurant marketing, targeting and personalization, Demand Analytics for identifying opportunities and Operational Analytics for day-to-day management.
With all the optimization work that goes into PPC, it’s easy to lose sight of the actual ad copy. Even though it is the only thing the searcher sees, ad copy often stagnates as the ad testing plan winds down and the enthusiasm brought about by a new project subsides into the steady hum of routine tasks.
In this webinar presentation, experts from Hanapin Marketing and Brainlabs Digital go through 10 unique ways to breathe new life back into your PPC ads and discuss why testing that ad copy is such an important tactic in your strategy.
Ad messaging throughout the funnel and across platforms: What's driving succe...Andrea Cruz
All the targeting in the world won't save you from bad creative.
Join Andrea Cruz, Associate Director, Digital Marketing at KoMarketing, to learn what messaging really works throughout the funnel and how to get your B2B audience to convert. From ToFu down through BoFu, we'll take a look at what types of copy and ad types are currently driving success in the most common B2B platforms: Google Ads, LinkedIn Ads, and Facebook Ads.
After this session, you'll be able to:
Write copy for your B2B audience, regardless of where they are in the funnel
Modify your creative to what works best on each platform
Build sustainable strategies to nurture your prospects
Het inzetten van content op social media is voor veel bedrijven een effectieve manier op om social media zichtbaar te zijn en doelgroepen in beweging te krijgen. Een doelgerichte inzet van content op social media ondersteunt bedrijven bij het vergroten van bereik, het stimuleren van interactie, een betere reputatie en imago en het genereren van verkeer en leads. Deze 1 daagse NIMA workshop leert alles over het opstellen van een strategisch raamwerk om een doelgerichte content strategie voor social media te bepalen en in de praktijk te kunnen toepassen.
Rock your Brands Social Media with 1-hour a day! Soho House SeminarCamilla White
The following seminar was hosted at Soho Farmhouse, Soho House in June 2017.
This session was prepared for Soho House members who are creative entrepreneurs! The purpose of this workshop was to enable them to manage their own Social Media channels, with the little time available in the day.
Key Takeaways:
- Brands need to establish WHY they are going online.
- Brands should prioritise Social Media channels for purpose.
- Understand your audience. When do they reach for their phone, what sort of content are they looking for, how do they want to be spoken to.
- Don't make content, Document.
- You should be able to run your brands social media ALL from your MOBILE
- User-generated-content is noted as one of the highest revenue drivers by building a genuine and authentic connection with your fans
- Plan your day!
Modeling the Content Experience: Delivering the Right Content, to the Right P...Andrea L. Ames
Presentation by Andrea Ames (@aames) from STC Summit 2017 (#stc17): https://summit.stc.org/schedule/
Do you work in a multi-product environment and struggle to keep content experiences consistent and delightful for your customers across the enterprise? Do you feel that your style and design guidance is necessary, but not sufficient, to address the task of ensuring your content is delivered to the right person, in the right place, and at the right time? If so, join Andrea for this deep-dive into modeling the content experience. You will dive into a real-world example and work in a group to follow Andrea's process for creating the framework of several models. You will complete enough of each model to continue the process back on the job, and you will take away actionable advice, tips, and tricks to make the work as efficient and successful as possible. Bring your questions and plan to get your hands dirty and have fun!
In this hands-on workshop, you will learn
- What content experience modeling is and how it differs from content or topic modeling
- How modeling benefits your customer experience
- What some typical models are and how to identify the right models for you
- How to design, develop, and validate models
- How to enable the content designers and developers on your team to apply those models
The better you understand your content and content owners, the more effectively you can analyze your content and make it better for the long term. This workshop covers common content challenges and the organizational issues that cause them, and then delves into how to create the right kind of inventory and analysis that drive improvements.
GAUC 2017 Workshop Customer Journey Optimierung: Timo von Focht (Commanders Act)e-dialog GmbH
„Ganzheitliche“ Optimierung bedeutet, alle Touchpoints mit den Kunden – vom Erstkontakt bis hin zum wiederholten Kauf – zu berücksichtigen. Dieser Vortrag zeigt, wie Sie Ansprache, Kanalauswahl und Budget optimieren.
WORKSHOP: Optimising Video As Part of Your Content Strategy - 3XE DigitalEduardas Gricius
3XE Digital Proudly presents:
Greg Fry, CEO of Content Plan
Greg is always an engaging and inspiring presenter. In this, very active workshop, Greg clearly demonstrates why you should actively encourage and promote video creation and usage as part of your storytelling and content marketing.
**presentation is NOT for commercial use**
For more info visit: www.3xedigital.com
WORKSHOP: Content Marketing on a Shoestring Budget - 3XE DigitalEduardas Gricius
3XE Digital Proudly presents:
Caoimhe Gaskin, Content Marketing at Digital Marketing Institute
In this workshop, Caoimhe will share some practical solutions for your content needs that you can implement immediately, recommend apps and tools for producing content using mobile journalism techniques and highlight the key metrics for measuring success in your multimedia efforts.
**presentation is NOT for commercial use**
For more info visit: www.3xedigital.com
You already have the right app to increase content consumption, and conversions with Marketo Predictive Content. View these slides, where we share best practices, use cases and how-to's on automatically recommending the right message to the right buyer and boosting your web and email ROI with powerful machine learning!
Facebook Workshop - Mache Facebook zum MarkenbotschafterPaul Anderie 🧢
Facebook ist das neue Fernsehen. Gerade kleine und mittelständige Geschäfte können sich einen Vorteil davon machen.
Mehr Infos unter: https://prandible.com/
Das Filmstudio in der Hosentasche: Apps, Tipps und Tricks für Smartphone-Vide...Realizing Progress
Hands-on-Session von Günter Exel beim social media travel day 2017 in Frankfurt, 26. Oktober 2017. Der Mini-Workshop gibt erste Inspirationen zur Videoproduktion am Smartphone: Wie kann man Videos aufnehmen, mobil schneiden, vertonen und fürs mobile Storytelling auf Facebook, Twitter, Instagram, Snapchat & Co. einsetzen?
Wer sich über die hier vorgestellten Apps, Tipps und Tricks rund um das Filmstudio in der Hosentasche näher mit dem Thema beschäftigen möchte, findet weitere Trainings-Programme in den eintägigen Tourismuszukunft-Workshops „Mobiles Storytelling“ (www.tourismuszukunft.de/akademie/seminare/seminar-mobiles-storytelling/) und „Mobile Video“.
Im Dezember 2016 wurde die Marke derwesten.de durch die FUNKE Medien NRW reaktiviert. Die Zielsetzungen der Verlagsgeschäftsführung und der Chefredaktion waren ambitioniert und ehrgeizig. nach 3 Monaten sollte das neue Newsportal mind. 600.000 Visits aus den sozialen Netzwerken verzeichnen. Schneller Reichweitenaufbau über Paid und organische Maßnahmen – die wichtigsten Learning und Tipps gibt es in unserem Vortrag. ( Vortrag zusammen mit Alexander Boecker, Chefredakteur derwesten.de)
How to Perfect Your Facebook Business Page - WorkshopBoostly
Here are the slides and live video from a recent workshop I hosted in Scarborough, UK.
We covered
- How to create an engaging post
- Why competitions are the best way to quickly growth hack
- Why you are wasting your money with Facebook Ads
- Why Live video is the way forward
- Why you should have a Facebook Group
Die Internationalisierung schreitet weltweit voran. Ehemals lokale Unternehmen bekommen auf einmal internationale Konkurrenz. Der Kunde hat die Wahl zwischen immer mehr Online Shops, die genau das liefern, was gewünscht ist. Genau hier kommt die Marke ins Spiel! Denn Marken liefern Mehrwerte für die Käufer und bauen Anziehungskraft statt Verkaufsdruck auf. In diesem Webinar lernst du, mit welchen digitalen Marketing-Methoden du dein Unternehmen zur starken Marke machst und dich über steigende Gewinne, Bekanntheit und treue Kunden freuen kannst.
Learn the essentials of building a documented content marketing strategy, from our Co-Founder and Chief Content Officer, Debbie Williams. Set goals and KPIs, develop buyer personas and an SEO plan, and map editorial content ideas to your buyer's journey. Filled with data, insights, and dozens of ideas for generating content ideas that will deliver results. www.sproutcontent.com
Building Your Social Media for Success Camilla White
On a Sunny Saturday in London, we pulled up a chair in the gorgeous Notting Hill pub the Walmer Castle, surrounded by creative minds to share ideas, learn and grow our knowledge in Social Media.
The workshop was designed for Entrepreneurs , Influencers and those looking to grow their career in Social Media.
Why? We all live super damn busy lives. So why not spend a few hours on Saturday giving back to your mind, working on your ideas and delving deep into the opportunities that Social Media can give you and your business!
Key Takeaways:
Brands are now being built for Social Media, how can you make your brand shareable?
Limit yourself with Social Platforms. Find the right ones for your brand and message!
User-generated-content is the highest driver of sales on Social Media
It is vital to join and build a community on Social Media
Influencer marketing returns $6.85 for every dollar spent on paid media
Macro-Influencers are can have more impact on the bottom line when used correctly
Grow your community through consistency
Test fast - Test Often!
A three-hour, interactive workshop where attendees define customer personas, draft concepts for content and more. Two worksheets accompany this deck, but are not included.
Talk given by Gavin Austin, Principal Technical Writer, and Ted Kuster, Lead Technical Writer, at STC Silicon Valley meetup on February 2016
Customers no longer have the patience to read online help or user guides. To help customers better understand why they should use a variety of features, and renew their subscription-based apps, Salesforce conducted research to determine the content types that engaged customers most. The result—Salesforce changed its content strategy.
In this session, you’ll learn:
What types of interactive content we’re creating at Salesforce
Why Salesforce moved to interactive content over documentation
How a large company changed its content strategy and how customers responded
Atlanta Ad Club - New Business in the Modern Age - May 2014Joe Koufman
During this Atlanta Ad Club event, Joe Koufman (CEO of AgencySparks) moderated. The panelists included Patricia Camden (VP, Client Engagement for Razorfish), Minsoo Pak (VP, Chief Creative Officer for Sparks Grove), Chris Breen (Creative Director for breensmith), and Scott Thomas (VP, Consumer Marketing for the Cartoon Network).
Advanced Keyword Research for SEO - Training DeckDaniel Brooks
All slides and links from the Advanced Keyword Research for SEO training course ran at BrightonSEO.
Links to templates and documents discussed in the training session:
These are all set to View Only. You'll need to make a copy by going to File > Make a Copy in order to add your research data.
KWR Template
https://docs.google.com/spreadsheets/d/1cbN4FDTp4i3TnHu5PeFpAfYGwoCcdNBOB2uzZT7s4Hk/edit?usp=sharing
KW Mapping Template
https://docs.google.com/spreadsheets/d/1kNNIF1nCVoamXRfUeZeaIny_cA7-0UVZQfFrXFdRvTU/edit?usp=sharing
Keyword Opportunity Model
https://docs.google.com/spreadsheets/d/1dz4SvSlkSXpvOS2kxrm9ZJoIXKGB308iRkyAIv1owc0/edit#gid=666417106
Twitter
https://twitter.com/seodanbrooks?lang=en
Why your Content Marketing is Failing (and how to fix it) Gary DeAsi
View this SlideShare to learn 45+ costly mistakes for why content marketing fails, and actionable tips, resources and examples for how to correct them.
In a digital world where customers have all the power and everyone is a publisher, increasingly high competition and standards are pressuring marketing teams into a race to produce higher quality content, in greater volumes, and at a faster rate than ever before, often with the same amount of resources. But while content is the fuel for every digital marketing engine, not everyone gets the same mileage out of it. A 2016 report from Content Marketing Institute found that while 88% of B2B organizations are using content marketing, only 30% rated their content efforts as being effective for reaching their goals.
This presentation delivers an insightful overview of common costly mistakes that can be killing your content marketing results, and a deep dive on how to maximize content marketing ROI with actionable tips and steps to amplify the impact of every content initiative, including:
The 7 Step Content Marketing Process
1) Personas and Customers: Understanding target customer personas and how to attract and convert them with the right content topics
2) Content Planning and Strategy. Creating monthly and quarterly content plans aligned with each stage of the customer journey, and key business goals, metrics and objectives.
3) Content Production and Design. Digital content creation approaches optimized for search, engagement and conversion.
4) Content Publishing and Promotion. Integrated multi-channel content distribution tactics to reach both larger—and more qualified—target audiences across platforms, and the utilization of data, automation and marketing technology to test, measure and enhance targeting to optimize results.
5) Content Performance and Metrics. Understanding what metrics to track to measure the impact of your content marketing
6) Re-purposing and refining. Smart ways to get more out of your content and increase it lifespan through designing content for re-purposing.
7) People and Process. Building a team with the right skills, knowledge and roles, and implementing an efficient, repeatable content process.
Harness The Power of PPC and SEO for Insane Landing Page ResultsHanapin Marketing
Are you faced with the dilemma of determining how to maximize and optimize your limited online marketing budget? What tactics should you use, PPC or SEO? The answer is both. PPC and SEO are often viewed as two very different online marketing strategies, however the benefit of using both is so beneficial, neither one can be ignored. If your PPC and SEO campaigns aren’t talking to each other, you’re wasting a lot of time and money. Whether the work is being done in-house or at an agency, it’s important to share insights learned in each area to avoid duplicated efforts and missed opportunities.
In the webinar recording, Raven Tool’s Digital Marketing Manager, Nicolette Beard, and Hanapin Marketing’s CRO Manager, Roopa Carpenter, talk about how you can use both PPC and SEO to supercharge your landing pages for insane results.
You’ll get expert-level PPC tips like:
*Advantages of a cohesive PPC and SEO strategy
*Best practices for landing page optimizations
*Using SEO to set up your PPC campaigns
This session will cover data-driven roadmaps for in-house SEOs, technical SEO priorities for 2016, tools that will support your efforts and strategies SEOs need as the search engines continue to mutate in the coming year.
By 2020, more than 50% of all search queries will be via voice search. This new era of search engine marketing brings new challenges and opportunities. This presentation helps marketers better understand the impact and trends of voice search, how to prepare, and 5 actionable ways to prepare and succeed with voice search.
Content marketing for podcast technori social jack 2017 - dean delisle - forw...Social Jack
Podcast listening grew 23% between 2015 and 2016. The podcast audience is 57 million Americans and is escalating quickly for 2017. We live in an "on-demand" society and people want our content in their terms - not ours. Podcasting is the hottest standard to deliver eduation, entertainment and inspiration.
How do you get int eh game with the perfect plan and resources? Scott Kitum, CEO of Technori and Dean DeLisle, CEO of forward Progress wil bring you the best practices of how they monetize podcasts. They will cover marketing and production step by step to make it easy to win business from Podcasting.
"Think Like a Marketer" and bring your Talent Brand to the next level [webcast]LinkedIn Talent Solutions
Are you looking to bring your Talent Brand to the next level? Then get to know your new best friends in marketing! A strong partnership between recruiters and marketers can make the difference between a good Talent Brand and a great Talent Brand. http://bit.ly/1mxPpeA
In this free webinar, Bernd Leger, Vice President of Marketing at CloudLock, will give you a CMOs perspective on how recruiters and marketers can work together to build a fantastic Talent Brand. These two groups have a lot in common, and share similar goals around branding. Bernd will show you how to Think Like a Marketer and find the common ground you'll need to work together to bring your Talent Brand to the next level.
Facebook ads: How To Build A Funnel For Sales, Not LikesHanapin Marketing
The last time you heard about a great product from a friend, the recommendation probably didn’t start with “buy this now”, but instead a story of your friend’s experience with that product. Yet, as marketers, we forget this and more often than not try to lead with a “buy now” message.
In this presentation, JD Prater from Hanapin Marketing and CEO of AdEspresso, Massimo Chieruzzi, discuss a number of Facebook strategies that not only represents a full story of your brand or product, but captures your target audience at the right time in the sales funnel.
You’ll get expert-level PPC tips like:
*How to set up Facebook ads that get results
*Learn how to move your audience down the sales funnel
*Get cutting-edge strategies on matching your offer with your audience
Explore tactical examples of Facebook ads from real companies
Matt Cooper, GM at Visually, and Angela Lee Bostick, CMO at Emory University, Goizueta School of Business discuss how content marketing has become increasingly important in attracting successful higher education candidates, and how Emory University successfully strategized and executed an effective content marketing campaign, leveraging existing assets & resources.
Put Your Creative to Work: Creative Testing for Nonprofits: 2018 Washington N...PMX Agency
Creative is the heart and soul of your nonprofit brand and fundraising initiatives, and can act as the powerful catalyst that evokes an emotion, and influences a donor to give to your cause. But, Creative doesn’t come in a one-size-fits-all approach, nor does it always have a defined formula or set of best practices. From different audience needs, to different team goals, Creative that performs requires a synergy between the art and the science. In this session, we’ll be digging into how to bridge the gap between your Creative aspirational goals, and the data that powers your Creative strategy. We’ll look at smart methods for creative testing, what types of Creative work across different media platforms, and how to form a collaborative working strategy across teams that aligns fundraising, marketing and Creative objectives. We’ll look at case studies from the American Heart Association, as well as a range of other organizations to illustrate how Creative was taken from concept to execution
Introverted Freelancer Guide To Writing ProposalsHandsOnWP.com
Right-brained or left brained, creative or analytical, the Introverted Freelancer needs to suss out what problem your WordPress client is asking you to solve. We’ll talk about how to define the client’s problem and convert that problem statement into a proposal the defines how you will meet the clients’ needs and help improve their bottom line.
6 Steps To An Advanced Competitor Analysis For Digital MarketersHanapin Marketing
In this presentation, Hanapin’s Jacob Fairclough and SEMrush’s Paul Klebanov will direct you through the process of analyzing your own account, comparing it to your competition, and taking the steps to put your brand above the rest.
Similar to Blake Pappas - Workshop : The Proven 8 Step Formula to Successful Content Marketing (20)
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
website = https://digitaldiscovery.institute/
address = C 210 A Industrial Area, Phase 8B, Sahibzada Ajit Singh Nagar, Punjab 140308
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
- How to build links that can boost rankings and withstand algorithm updates.
- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
2. @blakepappas22
#DSDCAbout Your Presenter...
● Content Marketing Coach at Vertical Measures, a
50 person PPC, SEO & Content Marketing
agency in Phoenix, AZ
● Sample of our 40+ clients:
4. @blakepappas22
#DSDCAgenda
Time Topic
8:30 – 9:45am • What is Content Marketing
• Putting Together Your Content Strategy
• Performing Ideation & Market Research
9:45 – 10:00am COFFEE BREAK
10:00 – 11:35pm • Developing Useful Content
• Optimizing Your Content for the Web
• Promoting Your Content
• Distribute Your Content
• Lead Nurturing – It’s In the Mail
• Measurement
11:35 – 12:05pm LUNCH BREAK
12:15 – 12:45pm • Case Studies
• Wrap up
6. ● How many of you are webmasters or SEOs?
● How many are primarily marketing people?
● Any business owners?
● Organizations with more than 100 employees?
● More than 1,000?
● How many of you have been successful with CM for at least 12
months in a row?
Who are you?
7. @blakepappas22
#DSDCThe Real Reason You are Here…
Panda: 2011
● On-site penalties
● Thin content
● High ad-to-content ratios
Penguin: 2012
● Off-site penalties
● Low-quality backlinks
● Exact match anchor text
Hummingbird: 2013
● Semantic search
● Full question searches
● Indexing to understanding
21. @blakepappas22
#DSDC
93% of all consumers
use search prior to
making a purchase
93%
90%+ of buyers click on
organic links vs. the
sponsored ads
90%
86% of searchers
conduct non-branded
queries
86%86%
How Important is Search?
Source: GroupM
29. @blakepappas22
#DSDCPublish Like A Publisher
Traditional Media Backgrounds = Great for Content Marketing
• They plan ahead
• They think strategically
• They love editorial calendars
• They understand deadlines
• They can create great content
• They find fresh angles and sources
• They know how to engage an audience
30. @blakepappas22
#DSDCContent Inventory
• Have you taken an inventory of your current
content?
• Look for out of date content
• Look for duplicate content
• Look for content gaps
• Tools to use:
• Screaming Frog
• Excel
32. @blakepappas22
● What will your new content accomplish?
• Lead Generation?
• Increased Revenue?
• Customer Retention?
• Thought Leadership?
• Open New Markets?
• Lower Customer Service Costs?
Why Are You Creating Your Content?
Every piece of content should
have a business purpose.
33. @blakepappas22
● What will you measure?
● Engagement? Traffic? Leads? Revenue?
● Do you have the tools you will need to measure
your success or failures?
● Do you have analytics in place?
● Establish benchmarks right now.
● What does success look like?
● Did your content help its audience members
achieve excellence at what they do?
What Is Different A Year From Now?
35. @blakepappas22
● Your audience can be a number of different groups –
depending on your industry & your site offerings
o Current/potential customers? People spending
money on your product or service now or in the future?
o Location? Are you a location based business and how
might that impact your audience?
o Seasonal? Is your business seasonal with a changing
audience?
Who is Your Audience?
36. @blakepappas22
Who are they?
• Demographics
• Pain points and needs
• Barriers to purchase
• Influencer potential
• Content formats
• Content sources
• Mobile vs desktop
Persona Development
Decisive Dana
“Brand A widget
reviews”
Bargain Britt
“cheapest widget”
37. @blakepappas22
Persona: Homeowner, 30s, prefers shorter & more visual content
Goal: Save money and “go green”
Persona: Buyer's Journey & Content Gaps
How to Lower
Your Utility Bill
Top 7 Reasons Going Solar
Pays Off Long-Term
— CONTENT GAP — Why
SolarCity's
Solar Panels
Last 50%
Longer
41. @blakepappas22
● You are a publisher and you must create
content to speak to your specific
audience and that truly represents YOU!
● Create a Mission Statement
● Find your voice
o Humorous?
o Serious?
o Researcher?
Who Are You?
42. @blakepappas22
● What expertise will you need?
o Creative writing?
o Sales copy?
o Technical writing?
o Graphics?
o Video?
● Leverage your employees – the key
to success? They are the SMEs!
● Business partners or suppliers may
contribute
Who Will Create Your Content?
43. @blakepappas22
● Your Blog?
● Your web pages?
● RSS feeds?
● Social accounts?
● News Feeds?
● Sites for Videos, Images, Slides, PR, etc?
● Will you have content to download?
● Have you developed a communication tool or
process for spreading your content marketing
vision throughout the organization?
Where will the Content be Published?
48. @blakepappas22
#DSDC
THE ODDS OF HITTING A GRAND SLAM
Most of us aren’t the New York Yankees, so we strongly
suggest playing CONTENT MONEYBALL:
1 in 4 at bats = hit (a success)
1 in 36 at bats = home run (a big success)
1 in 1,691 at bats = grand slam (viral success)
49. @ShanaSullivan38
In order to play CONTENT MONEYBALL, you need
to come up with hundreds of ideas so you can
create fresh, USEFUL content on a frequent basis.
Here’s how we do it…
56. @blakepappas22
#DSDCGoogle’s Answer Box
“When we recognize that a query asks a question, we programmatically detect pages that
answer the user's question, and display a snippet as a featured snippet in the search results.” - Google
71. @blakepappas22
● Draw content out of challenges,
trends, achievements and
internal events
● Don’t ask “What can you write
about?” Ask “What questions do
you get asked every day”
● Content@YourEmail.Com
Every Moment is a Content Opportunity
90. @blakepappas22
• Faster, cheaper, engaging
• Drives social traffic
• Average quiz gets shared
1,900 times (BuzzSumo)
• Can be used for lead
generation
Quizzes
91. @blakepappas22
● Optimized Title
● Detailed Description
● Statistics
● Images & Video
● Product Comparisons
● User Generated Content
Let’s Not Forget Product Pages
95. @blakepappas22
Sample Hub & Spoke Schedule
January 10 - Hub Launch, Email #1, Blog, PPC Ad
January 17 - Blog and Email #2 Spoke
January 23 - Webinar Spoke
January 27 - YouTube and Slideshare Spoke
January 31 - Blog Spoke
February 3 - Off-site Article
February 7 - Infographic Spoke
February 15 - Inclusion in e-Newsletter
February 21 - Off-site Article
February 28 - Blog Spoke
March 8 - Blog Spoke
March 16 - Email #3
March 28 - Off-site Podcast
97. @blakepappas22
#DSDCBlog Writing Tips
● Write to communicate a
message, not word count
● Write posts people will
want to link to
● Don't be self-promotional
● Always keep target
audience in mind
● Use visual differentiators
98. @blakepappas22
#DSDCBy “Visual Differentiators” We Mean:
Content Chunking
● Headers and sub-headers
● Multipleimages
● Short paragraphs
● Bolded or italicized terms and
phrases
● Internal links
● Bulleted or numbered lists
See neilpatel.com
This example: 74 paragraphs, 5 subheads,
40 links, 33 images/graphics
106. @blakepappas22
You don’t go there and neither do our prospects…
Source: https://chitika.com/google-positioning-value
107. @blakepappas22
#DSDC
Each month, 8.5 out of the top 10
rankings will change positions.
Every day, 78% of search results
have some ranking change. - Moz
109. @blakepappas22
#DSDCOn Page SEO Elements
Title TagURL
H1 Tag
H2 Tag
Content
"Interested in taking your internet
marketing strategy to the next level but not
sure where to start? Start with a Search,
Social and Content Strategy now."
Meta
Description
110. @blakepappas22
Most Common Problems We Find?
1. Unintentional duplicate content
2. Page-load times
3. Poor HTML (title tags, meta descriptions, broken links)
4. Poorly optimized images and videos
5. Bad backlinks/Not enough backlinks (very important!)
6. Thin content (lack of semantic KW opportunity)
7. Not Mobile Friendly
112. @blakepappas22
Page Speed
• Address key issues like image and JavaScript optimization
• Reducing resources needed to process images, scripts
and files improves PageSpeed
• A one-second delay in PageSpeed can decrease
conversions by 7%
116. @blakepappas22
#DSDC
● Mainly for conversions
● First time a visitor is understanding who you are
● ~140 - 180 characters
Meta Description
117. @blakepappas22
H Tags
● Should be similar to page title
● Tell the bots what to expect on the page
● Hard coded into the HTML (H1, H2, H3, etc.)
● Only one H1 tag per page
<h1>My Post is About SEO</h1>
<h2>SEO is Awesome</h2>
<h2>What is Google</h2>
<h2>People Love SEO</h2>
<h3>Matt Cutts Loves SEO</h3>
120. @blakepappas22
• Important for usability and visibility
• Internal links tell search engines what your site is about
• Proper internal linking structure allows search engines
to spider and index more pages within your site.
• Use, but don’t abuse, internal text links within
content (1 per 300 words is a good rule of thumb)
• Keep footers clean and include a link to sitemap
Internal Links
122. @blakepappas22
● Reduce file size
Use relevant● keywords in image filenames.
DONT: "DL000031.jpg", DO: ”animas-river.jpg"
Make sure <● img> tags have their "alt" and "title"
attributes
Context matters. Google looks at● content placed
around the image, like titles and captions.
How to Optimize Images
EXAMPLE
Current - /images/uploads/galleryImages/_Large/andybarbour27.jpg
New - JPG Name | Alt Tag | Title
/images/uploads/galleryImages/_Large/animas river-sunset-andy-barbour.jpg
123. @blakepappas22
How to Optimize Videos
● Specific, Compelling Title
● Related Tags
● Description
● Include a link placed at
the beginning – with
http://
● High Video Quality /
Resolution
124. @blakepappas22
#DSDCIt’s a Mobile World
In the past 2 years, mobile surpassed desktop in:
• # users
• # Google searches
• time spent on device
Mobile-friendly update
• released April 2015
• “Accelerated Mobile Pages” are rewarded
135. @blakepappas22
What’s Next?
Audit Findings:
• Long, not so fun form
• Irrelevant images and
distracting CTAs
• Did not give any result
based on self evaluation
– not meeting user’s
expectations
Leading to a 61% exit rate on “thank
you” page
Goals:
• Improve user experience
• Increase conversion rate
for self evaluations
• Increase conversion
volume for consultation
requests
140. @blakepappas22
CRO Results
Self-Evaluation
• Increased conversion rate by
130%
• 93% increase in leads (~250
extra leads per month)
Consultation CTA Results
• Increased conversion rate by
81%
• Month over month we are
continuing to see the highest
conversion volume ever
148. @blakepappas22
Why Pay to Play?
500MTweets per day
300 hrsVideo uploaded every minute to
YouTube
2%Average reach of organic Facebook
post
Sources: http://w ww.internetlivestats.com/tw itter-statistics / http://w ww.statisticbrain.com/youtube-statistics
https://social.ogilvy.com/facebook-zero-considering-life-after-the-demise-of-organic-reach/
149. @blakepappas22
Paid Search
● Drive traffic based on
relevant search queries
● Test ad copy and landing
page experience
● Shape your strategy;
quickly learn what
keywords drive quality
traffic
153. @blakepappas22
Paid Social
● Drive traffic based on
audience interests
● Test engagement through
ad creative
● Shape your strategy;
quickly learn what content
engages with targeted
audience segments
155. @blakepappas22
Programmatic
● Drive traffic based on 1st and 3rd party data
● Real-time bidding based on audience segments
● Shape your strategy; quickly learn what audiences are engaging with
your brand
156. @blakepappas22
● Identify low hanging fruit
o Guest blog posts or articles (they are still okay)
o Where you have relationships
o Local partners & listings
● The best links:
o Are from trusted sites
o Have varied anchor text
o Are from many different, relevant websites
Build Links To Your Content
158. @blakepappas22
• A paid/organic content
promotion or distribution
strategy
• Target influencers based on
personas
• Use a variety of content
formats
• Provide an easy route for
influencers to promote
Influencer Marketing & Outreach
168. @blakepappas22
#DSDCSocial Media Policy
● Do you have one documented?
○ If not, create one and share
● Who has the authority to post?
○ On the company accounts?
○ On their personal accounts?
● Who will moderate, respond?
○ Acceptable turnaround times
● Take sensitive conversations offline
● Escalation and crisis policies
175. @blakepappas22
#DSDC3 Types of Distribution
OWNED EARNED PAID
Website Social media Display ads / Google AdWords
Blog User reviews Social ads / promoted posts
E-mail Backlinks Sponsored content / native ads
181. @blakepappas22
#DSDC
“When you're wondering what to say or
how you look, just remember, she's
already out with you. That means she
said yes when she could have said no.
That means she made a plan when she
could have just blown you off.
So that means it's no longer your job
to make her like you. It's your job not
to mess it up.”
182. @blakepappas22
How Can Lead Nurture Help You?
• Increase business by providing consistent value
• Keep your company top-of-mind
• Deepen existing relationships
• Move people through the buying cycle quicker
• Build brand recognition
• Create loyalty and trust
184. @blakepappas22
• Visually appealing and branded
• Incorporate into editorial calendar: plan frequency
• Segmenting: targeted messaging
• Plan out segmented drip or follow up campaigns
• Stay brief: Read More, Get More Details
• Great subject line!
E-mail Best Practices
190. @blakepappas22
#DSDCPOV’s
• Point of View that includes:
your response, opinion,
solution, expertise
• Shows you are up to date,
have your customer’s best
interests in mind, and are
an authoritative source of
information
198. @blakepappas22
● Measure for successes… and failures
● Check your rankings, traffic, conversions and other key metrics
● Focus on the strategies that are providing the best ROI and keep publishing
Measure!
199. @blakepappas22
Metrics that Matter for Content Goals
Primary Content Goals Corresponding Metrics
Improve SEO Keyword rankings, Average SERP position, SERP CTR, organic pageviews and organic sessions
Educate audience Avg. time on page, pages viewed per session, return visitors, external link, brand awareness lift
Drive qualified leads Conversion rate (CVR), Cost-per-lead (CPL); Cost-per-Customer-Acquisition (CPC)
Encourage social sharing Social shares, comments, mentions
Start/own the conversation Comments, external links, shares, email forwards
Personalize brand N/A - Conduct qualitative research following content campaigns
Increase brand following Direct traffic, Email subscription growth, Unique open rate, Unique CTR, brand mentions, external links
200. @blakepappas22
● Where are you in relation to direct or indirect competitors?
● Guide your strategy with this data to find gaps or to play catch-up
Competitive Analysis
PAGES
INDEXED
KEYWORDS IN POSITIONS 1-
20
KEYWORDS IN POSITIONS 1 -100
RATIO OF RANKED KEYWORDS
(POSITIONS 1 - 20) TO INDEXED
PAGES
HTTPS:/ Y OUR DOM A I N. C OM / 118 22 208 0.19
HTTP://WWW.C OM PET IT OR- ONE. C OM 46 190 1052 4.13
HTTPS:// SU BDOM AI N.C OM PETIT O R- ONE.C OM / 1720 3650 7316 2.12
HTTP://WWW.C OM P ET IT OR-T WO. C OM / 26 158 482 6.08
HTTP://C OM P ETIT OR-T WO. C OM / PA GE 478 1439 4480 3.01
HTTP://SU BD OM AI N.C OM PETI T OR-T WO.C OM 258 1834 3976 7.11
HTTP://WWW.C OM PET IT OR-T HR EE.C OM 40 127 357 3.18
HTTP://WWW.C OM PET IT OR- FOUR.C OM / 10300 264 1859 0.03
201. @blakepappas22
● Where are your traffic/leads/contactscoming from?
● How can you optimize your sources to improve?
Sources
Organic
17%
Referrals
29%
Social
8%
Email
4%
Paid
14%
Direct
26%
Other
2%
205. @blakepappas22
The Content Journey to Conversion
Became a
customer!
December – End of February
Read blogs,
watched videos,
attended webinars,
downloaded hubs
212. @blakepappas22
#DSDC
Fixed SEO issues and started
sporadically posting content
Increased blogging to at least
2x per month
Organic traffic is up over 1800% by adhering to SEO best practices and posting content
Industry: Business Consulting
Services: Coaching
214. Started posting 3x per
month
Since posting 3x per month, organic traffic has increased 235%
Industry: Outdoor Recreation
Services: SEO, CRO
215. @blakepappas22
● It takes courage to give away something of value without
the expectation of immediate return
● It takes courage to trust that your customers and
prospective customers will reward you with attention and
sales and loyalty at some point in the future
● It takes courage to play the long game, not the short game
It Takes Courage...
216. @blakepappas22
What if we never used these words again:
● Blogging
● FAQ’s
● Content Marketing
● Inbound Marketing
● Social Media Marketing
217. @blakepappas22
Listening to What Customers are Telling You●
Building your List of Interested Prospects●
Communicating on a Regular Basis●
Helping Your Prospects Make a Decision●
Teaching or Training your Customers●
Building a Learning Center●
Creating Content People are Actually Searching for!●
Instead Talk To Management About:
219. @blakepappas22
Six Qualities of the Most Successful Content Marketing Case Studies
Via the SalesLion
1. Education is Their Primary Focus
2. The Entire Company Believes in Content
Marketing
3. They Produce Their Own Content
4. The Content They Produce is Educational, Honest,
and Non-Promotional
5. They Aren’t Afraid to Tackle the Big Questions
6. Sales and Marketing are United in Producing
Content
223. @blakepappas22
What We Do for our Clients
Content Marketing Strategy
and Development
Profit-Driven Pay-Per-Click
Management
Technical Search Engine
Optimization
224. @blakepappas22
If we were to offer you an online, self-paced, digital marketing coaching
program where you would receive:
• Online access to everything we just covered
• Dozens of videos with short assignments covering each step
• Downloadable workbooks with step-by-step training modules
• Access to a comprehensive video training library for advanced users
• Private webinars
• Private, live Q&A sessions every month
Question For You:
Who would find that valuable?
Would you pay $200 per month for it?