BrightEdge Share15 - CM205: Content Convergence: Search, Social & Content - Richard Mastriani
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BrightEdge Share15 - CM205: Content Convergence: Search, Social & Content - Richard Mastriani
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BrightEdge Share15 - CM205: Content Convergence: Search, Social & Content - Richard Mastriani
- 1. The leading industry event by digital marketers for digital marketers powered by BRIGHTEDGE Rich Mastriani Director, SEO Wyndham Hotel Group Breaking Down Silos to Gain Content Wins
- 2. @brightedge #share15 Brands • 13 Brands • 3 Segments • 35 Domains • 7,500 Hotels
- 3. @brightedge #share15 Agenda Marketing Clutter that you will come across in an Enterprise Organization How to Position Your SEO Organization as a Resource Success Stories
- 4. @brightedge #share15 Marketing Teams Marketing Teams: Brand Marketing Content Paid Media Social Search Engine Optimization Loyalty Field Marketing Paid Search Display Affiliate
- 5. @brightedge #share15 Marketing Teams Campaigns: Brand Marketing Content Paid Media Social Search Engine Optimization Loyalty Field Marketing Paid Search Display Affiliate VanitySites Paid Search Social Media Video Deals/Content Social Media Television Social Media Website Video Local Images Voice/Call Center Content Video Social Media Content Video Content Voice Video Content Links
- 6. @brightedge #share15 Franchise Organization • 5,500 Domestic Hotels • 2,000 International • 56 Managed Hotels • 1 Loyalty Program
- 7. @brightedge #share15 THE OUTCOME Inert Speaker Logo Duplicate Content Inconsistent UNAP Low Quality Scores Increased CPC Lower Conversion
- 8. @brightedge #share15 SEO Mission: Lead Internal Teams, Franchisees, and Vendors through, Research, Analysis, & Training, in Creating initiatives that will position Wyndham Hotel Group Brands, within Dynamic Online environments, as the Voice the Traveling Consumer is Searching for.
- 9. @brightedge #share15 Marketing Teams Campaigns: Brand Marketing Content Paid Media Social Search Engine Optimization Loyalty Field Marketing Paid Search Display Affiliate VanitySites Paid Search Social Media Video Deals/Content Social Media Television Social Media Website Video Local Images Voice/Call Center Content Video Social Media Content Video Content Voice Video Content Links
- 11. @brightedge #share15 • Targeted Keywords • Traffic/Revenue • Keyword Ranking • Search Volume • Tasks • Events Insert Speaker Logo Organizational Optimization Workflow Data Cube (Keyword Research) Individual Hotel Dashboard Launched Hotel Name Approved New Opening/Transfers/New Construction Keywords Assigned Page Copy Written URL Created Page Launched Local SEO Process Launched Dashboards Distributed to Key Stakeholders I want to Target Keyword “X”
- 12. @brightedge #share15 Duplicate Content Clean That Mess Up
- 14. @brightedge #share15 Loyalty & Brand Marketing Started from the Bottom Now We’re Here!
- 15. @brightedge #share15 Takeaways • Position Your Team as a Resource • Use Data & Documentation to Back Decisions • Automate Reporting & Task Management