John Doherty discusses building an effective content marketing machine. He explains that a content machine requires ideation, creation, promotion, and measurement of content on a consistent basis. He provides examples from his experience at HotPads, where they developed a process to ideate topics, create high-quality content such as data visualizations and maps on a regular schedule, promote the content through various channels, and measure the results to optimize their strategy over time. Their process involved developing an initial MVP approach and gradually scaling up the team, systems, and promotion of their content marketing efforts.
How Startups Can Build A Content Marketing MachineJohn Doherty
This is a case study of the iterations one company went through to find their content marketing machine and move the needle on traffic, links, and conversions.
Building A Content Marketing Machine - Vertical Measures WebinarJohn Doherty
John Doherty discusses building an effective content marketing machine. He explains that an MVP content strategy should be based on a hypothesis about what types of content will work. A full content machine involves ideation, creation, promotion, and measurement working together consistently. Doherty provides examples from his work growing traffic and links for HotPads through location-specific content, data visualizations, and periodic PR stunts. He stresses testing different content types and optimizing promotion strategies over time based on measurement.
ID 2013 - Inbound Marketing Competitor AnalysisJohn Doherty
The document discusses various methods for conducting competitor analysis for inbound marketing strategies. It recommends monitoring competitors' email marketing, SEO efforts like keyword targeting and link profiles, content creation through blogs and videos, and social media activities like influential sharers and analyzing competitor tweets. Specific tools are suggested for tasks like subscribing to competitor emails, tracking links, finding influential social media users, and monitoring mentions. The overall message is that inbound channels like content, social media, email and SEO can provide high returns, so marketers should spy on what tactics competitors are using successfully in these areas.
Engineering Content at a Growth Startup - This Week in StartupsJohn Doherty
In this presentation for This Week in Startups, I tell startups to not have a blog but rather to focus on bigger pieces of content that they can engineer to repeatedly drive results.
Here is my presentation from Inbound 2014 titled "Everything You Need to Know About Your Next Website Redesign."
Description Redesigning your website isn't a simple task. There are many parts to pulling off a successful website redesign, and working with a partner on that project can help. In this session Bob Ruffolo from HubSpot partner agency IMPACT Branding & Design will walk through everything you need to know about your website redesign from preparing your content assets to creating your buyer personas to designing the website. If you are planning a website redesign in the next year, don't miss out on this session.
We do into a lot of detail regarding the HubSpot COS.
1. The document discusses designing websites with a focus on content-first and progressive enhancement approaches. It emphasizes understanding user needs and contexts through stakeholder interviews before designing information architecture and experiences.
2. Key aspects include analyzing existing documentation and FAQs to transform them into accessible web content, and building information architecture outward from important content instead of predefined sitemaps.
3. The goal is to design systems that effectively communicate useful information to users based on their needs and contexts.
How Startups Can Build A Content Marketing MachineJohn Doherty
This is a case study of the iterations one company went through to find their content marketing machine and move the needle on traffic, links, and conversions.
Building A Content Marketing Machine - Vertical Measures WebinarJohn Doherty
John Doherty discusses building an effective content marketing machine. He explains that an MVP content strategy should be based on a hypothesis about what types of content will work. A full content machine involves ideation, creation, promotion, and measurement working together consistently. Doherty provides examples from his work growing traffic and links for HotPads through location-specific content, data visualizations, and periodic PR stunts. He stresses testing different content types and optimizing promotion strategies over time based on measurement.
ID 2013 - Inbound Marketing Competitor AnalysisJohn Doherty
The document discusses various methods for conducting competitor analysis for inbound marketing strategies. It recommends monitoring competitors' email marketing, SEO efforts like keyword targeting and link profiles, content creation through blogs and videos, and social media activities like influential sharers and analyzing competitor tweets. Specific tools are suggested for tasks like subscribing to competitor emails, tracking links, finding influential social media users, and monitoring mentions. The overall message is that inbound channels like content, social media, email and SEO can provide high returns, so marketers should spy on what tactics competitors are using successfully in these areas.
Engineering Content at a Growth Startup - This Week in StartupsJohn Doherty
In this presentation for This Week in Startups, I tell startups to not have a blog but rather to focus on bigger pieces of content that they can engineer to repeatedly drive results.
Here is my presentation from Inbound 2014 titled "Everything You Need to Know About Your Next Website Redesign."
Description Redesigning your website isn't a simple task. There are many parts to pulling off a successful website redesign, and working with a partner on that project can help. In this session Bob Ruffolo from HubSpot partner agency IMPACT Branding & Design will walk through everything you need to know about your website redesign from preparing your content assets to creating your buyer personas to designing the website. If you are planning a website redesign in the next year, don't miss out on this session.
We do into a lot of detail regarding the HubSpot COS.
1. The document discusses designing websites with a focus on content-first and progressive enhancement approaches. It emphasizes understanding user needs and contexts through stakeholder interviews before designing information architecture and experiences.
2. Key aspects include analyzing existing documentation and FAQs to transform them into accessible web content, and building information architecture outward from important content instead of predefined sitemaps.
3. The goal is to design systems that effectively communicate useful information to users based on their needs and contexts.
Boston UXPA 2016 | What’s Worse: A Root Canal or Selecting Health InsuranceBecky Minervino
Fidelity wanted to create a small business health insurance marketplace and used design thinking techniques like design sprints and co-design to do so rapidly. They established a problem statement focusing on providing employees an intuitive experience that helps them choose a health plan they understand and feel confident about. Through design sprints and co-design sessions directly with users, they generated ideas and tested prototypes to learn what would meet user needs. Their approach helped them design an admin experience meeting employer needs and an employee experience focused on choice, understanding, and confidence in selecting a plan.
How to Plan an Online Business
SEO Expert Reno Sandy Rowley top digital marketing expert located in Reno Nevada. Reno SEO services, voted best in Northern Nevada. www.RenoWebDesigner.com
Reno SEO, Marketing & Web Design.
450 Sinclair St, Reno, NV 89501
Larry Page and Sergey Brin met at Stanford University in 1995 and by 1996 had built a search engine called BackRub that used links to determine page importance. They named it Google in 1998 and it became a company that year when Andy Bechtolsheim invested $100,000. Google's mission is to organize the world's information and make it universally accessible and useful.
Why Imagination in Link Earning is More Important than Link Building Knowledg...SEO monitor
This document discusses the importance of imagination in link earning over just link building knowledge. It states that links will remain important signals for ranking, though the specific signals may change. It provides lessons on avoiding things that are easily scalable and copyable, and that outdated tactics no longer work. The document recommends habits for effective link earning, such as being entertaining, unique, generous, social, and a supporter and listener to others. It closes by thanking the audience and encouraging thinking outside the box.
Durango Space coworking business model 3-08-16Jasper Welch
Using the Business Model Canvas methodology to model DurangoSpace coworking, including Value Proposition, Customer Segments, Revenue Streams & Key Activities, Jasper Durango, CO
The document discusses how small businesses can scale up their marketing efforts by building a "dream team" of freelance marketers from online platforms. It notes that over 2.7 million small businesses in the UK want to grow but lack necessary skills, especially in marketing. The document advocates embracing delegation, using experts to fill skill gaps, and building a global bench of freelance marketers to achieve marketing goals and scale more quickly than relying solely on in-house resources.
Denver ISS Digital Marketing PresentationMary Merritt
Mary Merritt is a digital marketing professional who provides services such as SEO, PPC, content marketing, and web design. She recommends that businesses develop a content strategy, blog regularly, optimize their website and social profiles, claim local business listings, and use analytics to measure results. Doing these activities can help drive traffic, establish expertise, and achieve marketing goals like generating leads. She highlights some companies that are effectively implementing digital marketing strategies for real estate.
Practice Builder Academy is a 12-month mentoring program to help professionals build their practices and re-design their lives by taking deliberate action over the course of a year. The program was created by Mel Abraham and me and is the only program specifically tailored to BVFLS practices. We teach our members strategies and tactics to grow their practices and re-design their lives by maximizing their efficiency (time) and effectiveness (bandwidth).
You can learn more about the program through a free training video at www.PracticeBuilderAcademy.com. It's about 90 minutes long so be sure to grab some popcorn!
Hayley Conick, Upwork Country Manager UK & Ireland, presentation on The Future of Work.
Presented at OMN London's The Future of Work – The All-Stars Edition on 11th June 2015 aboard the HMS President, London.
Google was founded in 1997 by Larry Page and Sergey Brin with a mission to organize the world's information and make it universally accessible and useful. It has since grown to be the largest search engine and internet company, offering many popular services like Gmail, Google Maps, Google Chrome, and Android. Their core values focus on putting users first, continuously improving products through innovation and speed, and making information accessible to all through democratic principles and multiple languages.
The Internet has made apparent that a company's website is an increasingly important asset, and many businesses are now embarking on website redesign projects to "improve" their websites. However, in order to really get the most out of a website redesign, companies need to construct their website in the context of a greater Internet marketing strategy.
* Before you get started: when and why to do a website redesign
* Keyword research to build out website content strategically
* Building your website's reputation via blogs and social media
* How to measure results from your Internet marketing efforts
1) Paula Brantner survived two major website redesigns for Workplace Fairness as an employment lawyer without formal technology training.
2) Key lessons included not needing a huge budget, knowing why you're redesigning, making it a priority project, and understanding your audience better than anyone.
3) Content is the most important part of any website - it must be written for an online audience and be easily accessible.
Slide deck for the 3-hour, Beginner's SEO for WordPress Workshop at WordCamp Raleigh 2018. Presentation by Tony Zeoli, founder of Digital Strategy Works.
The document summarizes an SEO seminar that discusses how search engine algorithms like Panda and Penguin impact SEO and how to adapt strategies. It recommends focusing on unique, high-quality content that will earn natural links and social shares rather than manipulated tactics. Continually learning about algorithm changes helps find quick wins, but the best approach is to view SEO holistically through the lens of content, social media, and analytics to stay ahead of constant evolution in search.
Own Your Niche on the Internet and Beyond: Simple Strategies to Increase Webs...Stephanie Chandler
Stephanie Chandler makes complex topics easy to understand by sharing proven, simple tactics to increase website traffic and get visibility online. In this information-packed presentation, you will learn how to:
Choose a niche and establish authority in your field
Unlock the power of community to grow your audience
Improve website ranking with simple search engine optimization (SEO) tactics
Leverage blogging to increase traffic and win clients
Use articles, podcasts, and videos to drive traffic to your site
Distribute information products including ebooks, books, and reports
Utilize Facebook, Twitter and LinkedIn—all without a big time commitment
Whether you want to reach customers in your own backyard or your business spans the globe, there are tremendous opportunities to leverage the power of internet marketing, social media, and content to grow your business.
Prophets of Shaky Ground - Pubcon Austin 2014Keith Goode
Keith Goode's discussion of SEO strategy in the changing landscape of SEO. His discussion covers his predictions for the future of SEO, how to prepare your team for that future, and how to build a strategy from the ground up. #pubcon #pubcon155
The document describes a LinkedIn lead generation service. The service aims to [1] build a targeted LinkedIn network for clients, [2] send personalized connection requests and messages, and [3] provide daily reports and export connection data. The service claims it can generate 20-30 warm leads and 3-12 meeting requests from a single campaign. It focuses on connecting with senior-level decision makers and customizing all outreach to avoid a spammy approach.
This document provides information about building a career in tech, including freelancing and finding full-time employment. It discusses developing in-demand skills like JavaScript, taking care of business operations as a freelancer, marketing skills to clients, and staying up-to-date in technology. For full-time jobs, it recommends prioritizing location, industry and company size when applying. It also offers tips for networking, referrals, resumes and interviews. The document outlines career progression paths beyond entry-level roles and emphasizes the importance of skills, personal brand and networking to advance.
The document discusses an AI-powered tool from Ogilvy that analyzes product reviews from multiple websites. It can synthesize thousands of text reviews to provide insights into customer pain points, preferred features and sentiments. The tool identifies key themes in reviews through unsupervised text mining. It also compares metrics like review count, word count, average ratings between brands. Insights from the tool can help prioritize marketing messaging based on real customer feedback.
The school needs to measure locker space, calculate the number required based on student enrollment, define a budget and timeline to install new lockers. They will conduct market research, survey students for design preferences, create a prototype, get feedback, and then construct the new lockers.
Boston UXPA 2016 | What’s Worse: A Root Canal or Selecting Health InsuranceBecky Minervino
Fidelity wanted to create a small business health insurance marketplace and used design thinking techniques like design sprints and co-design to do so rapidly. They established a problem statement focusing on providing employees an intuitive experience that helps them choose a health plan they understand and feel confident about. Through design sprints and co-design sessions directly with users, they generated ideas and tested prototypes to learn what would meet user needs. Their approach helped them design an admin experience meeting employer needs and an employee experience focused on choice, understanding, and confidence in selecting a plan.
How to Plan an Online Business
SEO Expert Reno Sandy Rowley top digital marketing expert located in Reno Nevada. Reno SEO services, voted best in Northern Nevada. www.RenoWebDesigner.com
Reno SEO, Marketing & Web Design.
450 Sinclair St, Reno, NV 89501
Larry Page and Sergey Brin met at Stanford University in 1995 and by 1996 had built a search engine called BackRub that used links to determine page importance. They named it Google in 1998 and it became a company that year when Andy Bechtolsheim invested $100,000. Google's mission is to organize the world's information and make it universally accessible and useful.
Why Imagination in Link Earning is More Important than Link Building Knowledg...SEO monitor
This document discusses the importance of imagination in link earning over just link building knowledge. It states that links will remain important signals for ranking, though the specific signals may change. It provides lessons on avoiding things that are easily scalable and copyable, and that outdated tactics no longer work. The document recommends habits for effective link earning, such as being entertaining, unique, generous, social, and a supporter and listener to others. It closes by thanking the audience and encouraging thinking outside the box.
Durango Space coworking business model 3-08-16Jasper Welch
Using the Business Model Canvas methodology to model DurangoSpace coworking, including Value Proposition, Customer Segments, Revenue Streams & Key Activities, Jasper Durango, CO
The document discusses how small businesses can scale up their marketing efforts by building a "dream team" of freelance marketers from online platforms. It notes that over 2.7 million small businesses in the UK want to grow but lack necessary skills, especially in marketing. The document advocates embracing delegation, using experts to fill skill gaps, and building a global bench of freelance marketers to achieve marketing goals and scale more quickly than relying solely on in-house resources.
Denver ISS Digital Marketing PresentationMary Merritt
Mary Merritt is a digital marketing professional who provides services such as SEO, PPC, content marketing, and web design. She recommends that businesses develop a content strategy, blog regularly, optimize their website and social profiles, claim local business listings, and use analytics to measure results. Doing these activities can help drive traffic, establish expertise, and achieve marketing goals like generating leads. She highlights some companies that are effectively implementing digital marketing strategies for real estate.
Practice Builder Academy is a 12-month mentoring program to help professionals build their practices and re-design their lives by taking deliberate action over the course of a year. The program was created by Mel Abraham and me and is the only program specifically tailored to BVFLS practices. We teach our members strategies and tactics to grow their practices and re-design their lives by maximizing their efficiency (time) and effectiveness (bandwidth).
You can learn more about the program through a free training video at www.PracticeBuilderAcademy.com. It's about 90 minutes long so be sure to grab some popcorn!
Hayley Conick, Upwork Country Manager UK & Ireland, presentation on The Future of Work.
Presented at OMN London's The Future of Work – The All-Stars Edition on 11th June 2015 aboard the HMS President, London.
Google was founded in 1997 by Larry Page and Sergey Brin with a mission to organize the world's information and make it universally accessible and useful. It has since grown to be the largest search engine and internet company, offering many popular services like Gmail, Google Maps, Google Chrome, and Android. Their core values focus on putting users first, continuously improving products through innovation and speed, and making information accessible to all through democratic principles and multiple languages.
The Internet has made apparent that a company's website is an increasingly important asset, and many businesses are now embarking on website redesign projects to "improve" their websites. However, in order to really get the most out of a website redesign, companies need to construct their website in the context of a greater Internet marketing strategy.
* Before you get started: when and why to do a website redesign
* Keyword research to build out website content strategically
* Building your website's reputation via blogs and social media
* How to measure results from your Internet marketing efforts
1) Paula Brantner survived two major website redesigns for Workplace Fairness as an employment lawyer without formal technology training.
2) Key lessons included not needing a huge budget, knowing why you're redesigning, making it a priority project, and understanding your audience better than anyone.
3) Content is the most important part of any website - it must be written for an online audience and be easily accessible.
Slide deck for the 3-hour, Beginner's SEO for WordPress Workshop at WordCamp Raleigh 2018. Presentation by Tony Zeoli, founder of Digital Strategy Works.
The document summarizes an SEO seminar that discusses how search engine algorithms like Panda and Penguin impact SEO and how to adapt strategies. It recommends focusing on unique, high-quality content that will earn natural links and social shares rather than manipulated tactics. Continually learning about algorithm changes helps find quick wins, but the best approach is to view SEO holistically through the lens of content, social media, and analytics to stay ahead of constant evolution in search.
Own Your Niche on the Internet and Beyond: Simple Strategies to Increase Webs...Stephanie Chandler
Stephanie Chandler makes complex topics easy to understand by sharing proven, simple tactics to increase website traffic and get visibility online. In this information-packed presentation, you will learn how to:
Choose a niche and establish authority in your field
Unlock the power of community to grow your audience
Improve website ranking with simple search engine optimization (SEO) tactics
Leverage blogging to increase traffic and win clients
Use articles, podcasts, and videos to drive traffic to your site
Distribute information products including ebooks, books, and reports
Utilize Facebook, Twitter and LinkedIn—all without a big time commitment
Whether you want to reach customers in your own backyard or your business spans the globe, there are tremendous opportunities to leverage the power of internet marketing, social media, and content to grow your business.
Prophets of Shaky Ground - Pubcon Austin 2014Keith Goode
Keith Goode's discussion of SEO strategy in the changing landscape of SEO. His discussion covers his predictions for the future of SEO, how to prepare your team for that future, and how to build a strategy from the ground up. #pubcon #pubcon155
The document describes a LinkedIn lead generation service. The service aims to [1] build a targeted LinkedIn network for clients, [2] send personalized connection requests and messages, and [3] provide daily reports and export connection data. The service claims it can generate 20-30 warm leads and 3-12 meeting requests from a single campaign. It focuses on connecting with senior-level decision makers and customizing all outreach to avoid a spammy approach.
This document provides information about building a career in tech, including freelancing and finding full-time employment. It discusses developing in-demand skills like JavaScript, taking care of business operations as a freelancer, marketing skills to clients, and staying up-to-date in technology. For full-time jobs, it recommends prioritizing location, industry and company size when applying. It also offers tips for networking, referrals, resumes and interviews. The document outlines career progression paths beyond entry-level roles and emphasizes the importance of skills, personal brand and networking to advance.
The document discusses an AI-powered tool from Ogilvy that analyzes product reviews from multiple websites. It can synthesize thousands of text reviews to provide insights into customer pain points, preferred features and sentiments. The tool identifies key themes in reviews through unsupervised text mining. It also compares metrics like review count, word count, average ratings between brands. Insights from the tool can help prioritize marketing messaging based on real customer feedback.
The school needs to measure locker space, calculate the number required based on student enrollment, define a budget and timeline to install new lockers. They will conduct market research, survey students for design preferences, create a prototype, get feedback, and then construct the new lockers.
The document discusses selecting researchable topics and questions. It defines key concepts like research questions, topics, and hypotheses. It also discusses factors that influence topic selection such as personal interests, previous research, and funding availability. Researchers must narrow broad topics into specific researchable questions that can be answered within practical constraints of time, costs, and access to information or populations. A literature review is important for situating a research question within existing research and knowledge.
O documento descreve o MBA em Gestão e Tecnologia em Segurança da Informação oferecido pela DARYUS Educação e DMBS em parceria com a Faculdade Impacta. O programa é coordenado por Jeferson D'Addario e conta com professores experientes na área. Os alunos aprendem sobre gestão de riscos, segurança da informação e implementação da norma ISO 27001 por meio de dinâmicas práticas que simulam situações reais de negócios.
La biotecnología es una disciplina multidisciplinaria que aplica principios de biología, química y procesos para usos en agricultura, medicina, alimentos y otros campos. Existen cuatro tipos principales de biotecnología: blanca para procesos industriales, roja para medicina, azul para ambientes acuáticos, y verde para agricultura. La biotecnología en medicina permitirá identificar genes involucrados en enfermedades y desarrollar tratamientos mediante el estudio del genoma y
Presentation given during the JISC Usability and User-Centred Design (UCD) day; JISC Usability and Faceted Search day.
https://www.wiki.ed.ac.uk/display/UX2/Wiki
Este documento presenta una introducción a Scala para desarrolladores de C# y JavaScript. Explica brevemente la historia de Scala y por qué vale la pena aprenderlo, ya que es menos verboso, estáticamente tipado, funcional y compatible con Android. Luego, detalla cómo instalar Scala e IDEs como IntelliJ y Eclipse, y recomienda recursos para empezar como documentación, ejemplos y katas. Finalmente, muestra demos de conceptos básicos como hola mundo, variables, clases, funciones, traits y case classes.
Strategic planning, Ola Elgaddar, 12 12-2016Ola Elgaddar
A simple introduction to the basic concepts of strategic planning addressing anyone who works in any organization, aiming at elucidating some vague terms like strategy, environmental scanning, mission, vision,......!!
It is very important to every employee, who is a bit away from decision makers in his organization, to know the basic concepts at least.
Brig Sushil Bhasin, a veteran Army Officer, is Life coach and a Transformational Facilitator. He has been actively working in the corporate and educational domains to elevate individuals and organisations from where they are to where they can be
How Startups Can Build A Content Marketing MachineJohn Doherty
This is the case study of how one company built a content marketing machine from scratch through research, iteration, testing, and measurement to increase traffic and leads.
No Nonsense Content Marketing - MNsearch 2017 - SlideshareJohn Doherty
John Doherty outlines a process for creating effective content marketing in 5 steps: research, ideate, create, promote, and measure. The process is meant to be iterative, with the lessons from each cycle informing improvements to future content. Research involves understanding audience needs and pain points. Ideation focuses on identifying popular or unique topic ideas. Creation can be outsourced but must solve problems. Promotion leverages existing audiences and seeks new ones. Measurement informs what's working and what needs adjustment for the next cycle. The goal is to continually refine the system to create high-quality, shared content.
Sourav SEO Case Study - 1k to 100k trafficsourav kumar
SEO is cool. didn't agree? I have managed to rank keywords like sbi personal loan single handedly. Here are the outcomes of my work: 1. I increased traffic 1k to 100k/pm 2. Increased DA 15 to 30. 3. Got 400+ organic leads. 4. Reduced Spam score 36 to 1. 5. Ranked highly competitive keyword 6. 900+ keywords on first page. 7. Increase High Quality Backlinks { before 400, Now 20k}
The document discusses common SEO pitfalls and how to avoid them. It covers updates from Google like Panda and Penguin, as well as strategies for effective link building, content marketing, and social media. The presentation concludes by providing questions for clients to ask an SEO company to evaluate their approach and strategies. The key takeaways are to focus on user experience, build quality links naturally over time, create in-depth content, and view SEO as an integrated part of overall marketing.
Slides are prepared for the understanding of world people to introduce our pride in bringing the digital market to sunshine and also we immensely work to make sure that we focus on customers .
5 steps to executing a successful digital pr campaign - Brighton SEOTom Mansell
The document outlines a 5 step process for executing a successful digital PR campaign:
1. Set clear KPIs and align all stakeholders from the beginning.
2. Develop newsworthy and brand-relevant ideas through research and validation.
3. Bring ideas to life through design while adhering to technical and brand guidelines.
4. Conduct robust outreach to media and ensure alignment with internal PR teams.
5. Measure success holistically including quality link acquisition and tangible metrics like traffic, not just link volume. Quality, not quantity, should be the focus.
How to build a website - Coast & Country Housing's Digital JourneyEsme Trelease
This week, I was invited to speak at an event at which I described the monumental journey that I undertook during my time as Head of Communications at Coast & Country Housing. From recruiting a team and re-branding to fixing the intranet and website. My fabulous team and I did it all - in less than 12 months. Thanks to the support of Press Ahead and VerseOne, this presentation focusses on Coast & Country's digital journey.
SEO Monitoring - What, Why, and How - DeepCrawl WebinarJohn Doherty
This presentation covers the what, why, and how of monitoring your SEO activities and data to help you make better decisions.
Tools mentioned:
Moz
SEMrush
Ahrefs
Screaming Frog
Deep Crawl
Google Analytics
Google Search Console
Topic: How can your digital content cater for all your customers?
* What assumptions are you making about your who your site visitors are? What data/evidence do you have to show to support it?
* Find out what your visitor/followers are after (stop guessing!)
* Recognise the cumulative benefit of the long-tail of interactions with different customers
* Take steps to get on top of your Digital Comms to-do list
* You'll never get everything, to everyone in every channel. It is OK to admit it. Break your activities down into blocks in your main channels- run them for a period, reassess, improve, branch out where necessary.
Digital Marketing Tactics for Real Estate: What, When & HowDavid Hitt
This presentation seeks to take the guesswork out of marketing real estate on the internet. Longtime digital marketer Dave Hitt reviews how to choose successful strategies on the web, to help market various types of for-sale and for-lease real estate.
1. The document discusses inbound marketing targeting and the buyer's journey. It describes how consumer behavior has changed with the rise of mobile, and that content is important for moving buyers through different stages.
2. It then summarizes how Hubspot does marketing by focusing on different types of content and how certain long-form posts continue generating leads years later.
3. The document concludes by covering how Hubspot hires for inbound roles, focusing on digital skills, analytics abilities, and experience creating content.
The document presents an overview of search engine optimization (SEO) strategies for micro businesses, outlining key aspects of an SEO implementation plan such as keyword research, website usability, link building, and the importance of Google+ and social media. It also discusses whether outsourcing SEO makes sense based on factors like available time and technical skills.
AMA Experience 2016: Google & Your Business: Planning for Today, Tomorrow and...Webspec Design
Many of us use Google every day, but do you know why it’s important to consider the impact that Google can have on your business and website? Alex Karei and Lindsey LaMair of Webspec Design discuss the basics of the search engine superpower, what you might not know about Google, and what you can do today, tomorrow and in 2016 to help optimize your position in the eyes of the largest influence of search.
Dimitris will go through a very interesting topic on how publishing velocity can contribute to SEO.
How you can build a blog and a solid content plan from scratch and using extensive KW research and KW clustering, quick solutions (external & internal writers, stock images website & Canva for editing them) and drive 1,000,000+ organic visits per month in 11 months purely non-branded.
Using publishing velocity (delivering more than 80 articles per month) can close the big gap between your website and your main search competitors that have been doing this for years while at the same time you increase your search potential dramatically.
Following the Penguin update, there has been a real shift in the digital marketing industry towards strategies and tactics that are more defensible in the long-term.
This presentation uncovers the ways that BlueGlass has responded to this changing market and how we've developed a business model that will help our clients not only to drive results in the short term, but to build an online foundation that can weather algorithmic changes into the future.
We discuss the challenges we've faced in making a transition towards this much more powerful model, and give tips for agencies looking to make a similar change.
WEBRIS: White Hat Link Building Proposal TemplateRyan Stewart
Link building is a shady business - that's why we put so much emphasis on transparency. This document contains the exact link building template proposal we use when engaging with new prospective clients.
Avalaunch Media Double Diamond Digital Series March 2019Avalaunch Media
Speaker presentations from Avalaunch Media's second Utah Google Day. "Elevation Performance with Experimentation and Optimization." Salt Lake City, March 2019.
SEO Buyer’s Guide Ebook by ServiceCrowdServiceCrowd
The SEO Buyer’s Guide Ebook is an unbiased guide that explains many of the mysteries and misunderstandings about SEO services. The guide includes 9 in-depth chapters that will make it easier for you to avoid common pitfalls and operate a successful outsourced SEO campaign.
Similar to Building a Content Marketing Machine -John Doherty's deck (20)
This document provides a summary of Navah Hopkins' presentation at the Utah Digital Marketing Collective on unlocking ROI from any budget. The presentation covered:
1) Questions to ask clients to establish a performance baseline, such as which parts of the business are most valuable and if leads are equal.
2) Common causes of poor performance related to inadequate budgets, including wasted spend, budgets not aligned with campaign structures, and losing impression share to rank.
3) Strategies for getting the most out of an existing budget, including adjusting bids and targets, prioritizing high-value areas, and exploring alternative platforms like Bing.
4) Signs an account is performing well and winning, and questions
This document summarizes the welcome and agenda for the January 15, 2020 Utah Digital Marketing Collective event. It introduces Darin Berntson as the president of the board and lists the other board members. The agenda includes announcements from two presenters, Jesse Semchuck and Jeff Allen, as well as a Q&A session with both presenters. The document provides details on upcoming events, membership benefits and how to get involved in the Utah DMC community through their Slack channel or by using the #UTAHDMC hashtag. It also lists sponsorship opportunities and thanks attendees for joining.
The document summarizes the agenda and activities for a Utah Digital Marketing Collective (UTAHDMC) event on November 20, 2019. It includes:
- Welcome messages from the UTAHDMC President and board members.
- The event agenda which features presentations from Emma Franks and Andrea Cruz, as well as a Q&A session.
- Announcements about upcoming events, membership benefits, jobs, and opportunities to network and get involved in the UTAHDMC community.
The document summarizes two presentations given at a Utah Digital Marketing Collective event on October 16, 2019. The first presentation by Adam Bridegan of Rhone discussed strategies for Black Friday 2019, emphasizing the need to be proactive rather than reactive. He suggested exploring new advertising channels, optimizing websites, investing in video, and continuously testing campaigns. The second presentation by Pierson Krass of Lunar Solar Group addressed how to succeed with digital advertising as costs rise. He stressed the importance of continuous testing, bringing new content into campaigns frequently, and using data to make decisions.
This document summarizes a presentation given to the Utah Digital Marketing Collective (#UTAHDMC) on September 18, 2019. The presentation included two speakers:
Duane Brown discussed how to create high-converting landing pages by connecting the page to the brand, understanding that people are not rational decision makers, conducting customer research, writing effective copy, and designing the layout.
Frederick Vallaeys then spoke about how automation and machine learning are changing pay-per-click (PPC) marketing. He argued that humans will still play important roles as "PPC doctors" to prevent bad interactions, "PPC pilots" to monitor automations, and "PPC teachers" to provide business
Cory Henke
Utah Digital Marketing Conference 2019
Learn more at: utahdmc.org
The only constant in our industry is change, and what I have seen change more than anything is our consumption of media specifically on mobile within platforms. In our session, we will explore organic and paid strategies as well as case studies via PowerBI dashboards custom-built for the Utah DMC. Moreover, we will take a look at creative, primarily vertical and similar to previous presentations we will compare, contrast, and evaluate data insights that uncover a story about human behavior.
Session takeaways:
Organic & Paid Instagram Strategies & Implementation
The value of data analysis and dashboard visualization
A deeper understanding of the value of Instagram and capability for building a brand
Audience development & retargeting strategies
Dennis Yu
Utah Digital Marketing Conference 2019
Learn more at: utahdmc.org
Double your remarketing conversion rates, turn Facebook into your PR machine, make your company look way bigger than it is, get your way effortlessly in that customer service problem, get the job you want, or drive awareness of a new product.
You don't have to be a programmer, have a big budget, or have a lot of marketing experience. This is about using the "dollar a day" technique to make Facebook work for you. Also known as the "influence the influencer" or "Inception" approach, these 6 phases are evergreen, meaning you can let them run forever.
In this session, we will share examples of applying these techniques and the strategy behind them.
Susan Wenograd
Utah Digital Marketing Conference 2019
Learn more at: utahdmc.org
When someone discovers a new method to reach an audience, everyone starts doing the same thing and oversaturates the audience. We should not be pounding the bottom of the funnel with the hard sell. We have to change what we have been doing in the past.
Learn how to approach creating effective Facebook ad funnels. This session will be filled with actionable content that will help you change what you've been doing for the better.
Marcus Sheridan
Utah Digital Marketing Conference 2019
Learn more at: utahdmc.org
Studies have shown that by the year 2019, 80% of all content consumed online will be video-based content. With such a dramatic trend, what is your business or organization doing to not only meet the demands of today's buyer but to also stay ahead of the marketplace and be prepared for what is next? In this action-packed keynote, Marcus Sheridan will show powerful stories of how B2B and B2C companies are using video to not only build their brand but significantly drive sales and marketing revenue in the process. Sheridan will also discuss exactly how any organization, regardless of size, can develop its own culture of video and experience incredible results.
See what type of video content does and does not move the needle in terms of sales and revenue.
Discover how to integrate video into the sales process to improve closing rates while decreasing sales cycles.
Learn how to set up an in-house "media company" and engage your team in the process.
And much, much more!
This document discusses influencer marketing and how building real relationships with trusted customers can be more effective than simply paying influencers. While reach does not equal influence, influencers can act as media channels if brands empower real customers to promote their brand and support them even when that strategy does not scale. The key is developing personal relationships with consumers who are emotionally invested in the brand rather than solely financial relationships with influencers.
Robert Brady
Utah Digital Marketing Conference 2019
Learn more at: utahdmc.org
Go beyond SpyFu/SEMrush/iSpionage with your competitive research. This session will specifically discuss the following:
Using scripts to pull Auction Insights data automatically from Google Ads, graph it & help you easily identify major shifts in competitor behavior
Getting into competitors’ best audiences so they basically gift wrap their best stuff and send it to you
Researching your competitors Facebook advertising efforts to keep your social game on point
Tapping into the new Bing Competition tab
Level up your competitive research by attending this session.
This document summarizes Neil Patel's presentation on the future of digital marketing. Some key points include:
1) Marketing is becoming omni-channel, with different channels providing varying returns on investment. User metrics and branding will become more important than search engine rankings.
2) Personalization, such as chat and product tours, can significantly increase conversions rather than traditional tactics like popups.
3) To succeed, marketers need to continuously learn from the best in the industry through mentorship and by analyzing what high performing competitors are doing.
Michelle Morgan
Utah Digital Marketing Conference 2019
Learn more at: utahdmc.org
Lead generation presents different challenges than Ecommerce. The sale isn’t made in an instant on a website. We have to offer, show, and then deliver on value through a sometimes lengthy buyer journey, all while competing for our audience’s attention against distractions and competitors and also making sure they’re a good fit for our customer base. In this session, we take a step away from the keyword and bidding strategies and focus on the parts of lead generation campaigns that can help drive higher lead counts, better quality leads, and propel users through to customer.
Ian Lurie
Utah Digital Marketing Conference 2019
Learn more at: utahdmc.org
Marketing. Dungeons & Dragons. They aren’t that different. Seriously: Follow Ian on this quick romp through the world of role-playing games and how they teach you to be a better marketer.
Session Takeaways:
What a “niche” really looks like
Basic marketing math (what’s a click worth?)
Why return on time invested is the most important marketing metric
The best thing about marketing
Duane Forrester
Utah Digital Marketing Conference 2019
Learn more at: utahdmc.org
How Machine Learning is Changing the Landscape of Search, Discovery and Engagement
Today’s consumers have more choices than ever and are less brand loyal than at any point in history. We’ll examine pivotal inflection points driven by consumers that influence search and data discovery. These directly affect what search engines rank and show in results, so you need to know what you can control and influence. Data about your business, products, and services remains one key area under-explored by most businesses, and digital knowledge management is proving to have a deep impact on consumer engagement, revenue, and business success.
Drew Breunig
Utah Digital Marketing Conference 2019
Learn more at: utahdmc.org
Have you ever wished you could target audiences using their behaviors in the real world, the same way you might retarget based on the websites they visit or the content they view? With location intelligence you can do exactly that. In 30 minutes we'll make a complex subject simple as we take a whirlwind tour of location data -- how it's made, how it's processed, and how it's used -- so you can start using it in your marketing tomorrow.
Session Takeaways:
Learn how a phone figures out where it is and how that data is shared
Understand what location data can and can't do, so you can decide if it's relevant to your needs
See how marketers are using location data today to increase the relevancy of their campaigns
Discovery how you can leverage this data tomorrow
Dan Gingiss
Utah Digital Marketing Conference 2019
Learn more at: utahdmc.org
In this fun and engaging session, you will learn why there’s no such thing as an “offline” experience anymore, simple and inexpensive ways that companies can improve customer experience to create raving fans, and why your customers crave 1-to-1 engagement – especially in social media. You’ll see dozens of real-life examples of companies using customer experience to make the brand lovers louder than the haters, and you’ll leave inspired to do the same for your own customers.
For our June 2019 event, Search Social & Attribution, we had two fantastic speakers.
Dale Nguyen presented: Developing a Data-Driven Link Building Strategy Using Google, Competitor, & Industry Insights
Francois Goube presented: What I learned from crawling 10 billions of Pages and analyzing 5 Trillions of log lines.
For full recaps of this and past events, head on over to utahdmc.org
This document provides an agenda and notes for a Utah Digital Marketing Collective event. It includes announcements for upcoming events, a list of attendees checking in, and details of the evening's agenda. The agenda includes presentations from Mark Irvine on making search and social advertising work better together, and Simon Poulton on understanding the incremental impact of digital marketing through attribution modeling. There are also announcements about membership benefits, sponsorship opportunities, and jobs posted to the Utah DMC job board. The event is aimed at sharing knowledge and networking among digital marketing professionals in Utah.
Boost Your Instagram Views Instantly Proven Free Strategies.pptxInstBlast Marketing
Join Performance Car Exclusive to drive the finest supercars, engineered with advanced materials and cutting-edge technology for peak performance.
https://instblast.com/instagram/free-instagram-views
Evaluating the Effectiveness of Women-Focused MarketingHighViz PR
Women centric marketing is a vital part in reaching one of the most influential groups of consumers. Here is a guide to know and measure the impact of women-centric marketing efforts-
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...Amsive
Lily Ray, Vice President of SEO Strategy & Research at Amsive, explores optimizing strategies for sustainable growth and explores the impact of AI on the SEO landscape.
INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptxGiorgio Chiesa
This presentation is recommended for those who want to know more about SEO. It explains the main theoretical and practical aspects that influence the positioning of websites in search engines.
How to Start Affiliate Marketing with ChatGPT- A Step-by-Step Guide (1).pdfSimpleMoneyMaker
Discover the power of affiliate marketing with ChatGPT! This comprehensive guide takes you through the process of starting and scaling your affiliate marketing business using the latest AI technology. Learn how to leverage ChatGPT to generate content ideas, create engaging articles, and connect with your audience through personalized interactions. From building your strategy and optimizing conversions to analyzing performance and staying updated with industry trends, this eBook provides everything you need to know to succeed in affiliate marketing. Whether you're a beginner looking to start your online business or an experienced marketer wanting to take your efforts to the next level, this guide is your roadmap to success in the world of affiliate marketing.
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.
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
Basic Management Concepts., “Management is the art of getting things done thr...DilanThennakoon
The managers achieve organizational objectives by getting work from
others and not performing in the tasks themselves.
Management is an art and science of getting work done through people.
It is the process of giving direction and controlling the various activities
of the people to achieve the objectives of an organization Management is a universal process in all organized, social and economic activities. Wherever
there is human activity there is management.
Management is a vital aspect of the economic life of man, which is an organized group activity. A
central directing and controlling agency is indispensable for a business concern. The productive
resources –material, labour, capital etc. are entrusted to the organizing skill, administrative ability
and enterprising initiative of the management. Thus, management provides leadership to a
business enterprise. Without able managers and effective managerial leadership the resources of
production remain merely resources and never become production. Management occupies such an
important place in the modern world that the welfare of the people and the destiny of the country
are very much influenced by it.
1.2 MEANING OF MANAGEMENT
Management is a technique of extracting work from others in an integrated and co-ordinated
manner for realizing the specific objectives through productive use of material resources.
Mobilising the physical, human and financial resources and planning their utilization for business
operations in such a manner as to reach the defined goals can be benefited to as management.
1.3 DEFINITION OF MANAGEMENT
Management may be defined in many different ways. Many eminent authors on the subject have
defined the term "management". Some of these definitions are reproduced below:
In the words of George R Terry - "Management is a distinct process consisting of planning,
organising, actuating and controlling performed to determine and accomplish the objectives by the
use of people and resources".
According to James L Lundy - "Management is principally the task of planning, co¬ordinating,
motivating and controlling the efforts of others towards a specific objective",
In the words of Henry Fayol - "To manage is to forecast and to plan, to organise, to command, to
co-ordinate and to control".
According to Peter F Drucker - "Management is a multipurpose organ that manages a business and
manages managers and manages worker and work".
In the words of J.N. Schulze - "Management is the force which leads, guides and directs an
organisation in the accomplishment of a pre-determined object".
In the words of Koontz and O'Donnel - "Management is defined as the creation and maintenance
of an internal environment in an enterprise where individuals working together in groups can
perform efficiently and effectively towards the attainment of group goals".
According to Ordway Tead - "Management is the process and agency which directs and guides the
operations of an organisation in realising of established aim
The Future of ''Digital marketing'' .pptxbhavanasizcom
Digital marketing leverages digital channels such as SEO, content marketing, social media, PPC, and email to promote products or services. It includes affiliate and influencer marketing, mobile strategies, and online PR. Marketing automation helps streamline efforts, while analytics guide data-driven decisions. The objective is to engage target audiences, drive conversions, and build brand loyalty by reaching customers in the digital spaces they frequent.The future of digital marketing will be driven by advancements in artificial intelligence (AI) for personalized content and customer service, and the rise of voice search optimization due to smart speakers. Video content, especially short-form videos, will continue to dominate, while augmented reality (AR) and virtual reality (VR) will enhance customer experiences. Emphasis on data privacy and compliance will grow, alongside the need for seamless omnichannel marketing. Blockchain technology will offer secure digital advertising, and sustainability will become a key focus. With the advent of 5G technology, faster mobile internet will enable new innovations, and advanced personalization will deliver highly relevant content to users.
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.
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
Advanced Storytelling Concepts for MarketersEd Shimp
Every marketer knows you’re supposed to tell a story, but do you know how to tell a story? Do you know why you’re supposed to tell a story? Do you even truly know what a story is? While many marketing presentations emphasize the value of mythic storytelling, the nuts and bolts of actually constructing a story are never explored.
The goal of marketing may be to achieve specific KPIs that drive sales, which is very objective, but the top of the marketing funnel requires a softer approach. In our data-driven results-oriented fast-paced world, marketers must quantify results, but those results will never be achieved unless prospects are first approached with humanity.
There is a common misunderstanding that the so-called “soft skills” of marketing such as language and art are unmeasurable and subjective, but while the objective measures of market research are merely 100 years old, the rules of aesthetics have been perfected over the last 2,500 years.
Great story construction is a skill that requires significant knowledge and practice. This presentation will be a review of the ancient art of story construction.
We will discuss:
• Rhetoric – The art of effective communication
• The Socratic Method – You cannot teach, but you can persuade people to learn
• Plato’s Cave – You sell products, but you market ideas
• Aristotle’s Six Dramatic Elements – The secret recipe for marketing stories
This is for senior marketers who are tasked with creating effective narratives or guiding others in the process. By the end of the session, attendees will have gained the knowledge needed to work storytelling into all phases of the buyer’s journey.
Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
Building a Content Marketing Machine -John Doherty's deck
1. Building A Content Marketing
Machine
John Doherty
Founder, GetCredo.com
@dohertyjf
2. Who am I?
Currently: Founder of Credo (GetCredo.com)
Growth/inbound marketing consultant for
hire
Blogger: johnfdoherty.com
Previous:
• Senior Growth Marketing Manager at
Trulia Rentals
• Senior Marketing Manager at HotPads
• Senior Consultant at Distilled NYC
@dohertyjf
4. Some of the results I’ve seen and heard of
Content marketing:
• Changed a site from buying $15k of links a month to earning links
from sites like REI
• Grew an audience by tens of thousands from scratch and contributed
meaningful conversions to a business
• Personally made me over $70k from one product launch and the
marketing around it
• Obtained millions of visits and earning shares from some of the
biggest celebrities (for free!)
@dohertyjf
5. But some of you are probably thinking
“We gave content marketing a shot and it didn’t work.”
@dohertyjf
6. But some of you are probably thinking
We gave content marketing a shot and it didn’t work.
@dohertyjf
7. Let’s think about some types of content
Infographics
Whitepapers
Blog posts
Data visualizations
eBooks
@dohertyjf
Email drip campaigns
15. A machine is a sum of its parts. Every part works together. If one part
isn't working, then you're wasting gas or worse, not even on the road
anymore.
16. Rome wasn’t build in a day. Neither will your machine. So let’s figure
out where to start.
@dohertyjf
17. From Idea to MVP
Let’s build a skateboard.
@dohertyjf
19. An MVP is a working first iteration based off a hypothesis. In content
marketing, your hypothesis can be informed by data and observation.
@dohertyjf
21. Do an assets audit
At HotPads we figured out what assets we
were working with. We had:
• A blog on a subdomain
• Consistent content on this blog (but
minimal traffic)
• The ability to publish longer form content
• A budget for content
• A designer eager to help
• Pages onsite that had earned links in the
past
Unlike this house, we had a solid
foundation
@dohertyjf
22. Who’s the content competition and what are
they doing?
At HotPads, we looked at our competitors.
They all:
1. Had blogs, but not great content
2. Some were cranking out a lot of
content, others not so much
So we asked:
1. What are they doing well? Not doing
well?
2. Where are the gaps?
3. What kind of content is available to us?
4. What’s our unique spin?
5. What will our users find interesting,
supported by keyword research?
@dohertyjf
23. What Can You Do Better Than Anyone?
At HotPads, we could do maps better than anyone.
@dohertyjf
24. How Do You Produce Content At Your
Company?
Varies by company but you have a mix of the following:
@dohertyjf
Budget
Time
Expertise
People
25. What can you start today?
Will vary by company, but here are some ideas:
If you’re design-heavy, create fantastic graphics
If you’re writing heavy, create the best damn ebooks possible
If you have a ton of data, take a fresh angle on it
@dohertyjf
26. Think to Leverage Outside Resources
Depending on your mix on the previous slide, you might want to
investigate an outside agency to help you out with the following:
@dohertyjf
Strategy (if you can execute)
Promotion (if you create)
Execution (if you can
promote)
Any combination herein
27. There’s no promotion without creation, so nail
creation before moving on to promotion.
@dohertyjf
30. No one had really cracked the content code with
renters. We knew what didn’t work, but also
didn’t know from our competitors what did.
@dohertyjf
31. But we knew from our parent company the
kind of content that worked there.
@dohertyjf
32. We had the following ideas for content
Location-specific
content
Interesting maps with
available data
Think pieces Graph data
PR stuntsBest hoods in (city)
@dohertyjf
33. We had the following ideas for content
Couldn’t scale this
within budget
Traffic, links, and
brand!
No interest No interest
Traffic links and brand!Good traffic, no brand
@dohertyjf
34. We went with these after a lot of testing
Location-specific
content
Interesting maps with
available data
Think pieces Graph data
PR stuntsBest hoods in (city)
@dohertyjf
35. We decided on a dual approach
Consistent quality content that
would be useful for our target
audience around topics of:
1. Renting
2. Living in cities
3. Moving
4. Life changes
Higher quality focused content
including but not limited to:
1. Data
2. Maps
3. Graphics
4. Photos
@dohertyjf
36. We decided on a dual approach
Consistent quality content that
would be useful for our target
audience around topics of:
1. Renting
2. Living in cities
3. Moving
4. Life changes
Higher quality focused content
including but not limited to:
1. Data
2. Maps
3. Graphics
4. Photos
@dohertyjf
Which do you think earned more links, got more coverage, and
ultimately drove more qualified traffic?
37. Best Neighborhoods in
(City)
It might not be the sexiest content,
but we had access to a lot of data
around neighborhoods, like
demographics.
We also had a lot of opinions . If a
good way to get people involved is
to create controversy…
Easy to create, easy to scale. Won’t
build a brand.
@dohertyjf
38. The Future of
Construction Series
We had access to ALN data through
a partnership.
We took that data and displayed it
in a new way, bringing transparency
to an opaque industry in a new way.
Differentiated, process to create got
faster, endless opportunities for
topics to map.
@dohertyjf
40. The Future of SF Construction
This one didn’t get much play, but I got positive responses from the
journalists I reached out to so I decided to do a few more before
declaring failure.
@dohertyjf
42. Don’t Forget To Measure
• You can’t win and build a cohesive strategy of what is working if
you’re not measuring
• Strategies are not set in stone. They move over time. Start, measure,
refine to your ultimate goals.
Read: https://blog.kissmetrics.com/single-startup-metric/
@dohertyjf
43. From Skateboard (MVP) to
Bicycle
Pedal power! Still manual, but much much easier.
@dohertyjf
44. Figure out production + scale
Now you’ve started creating content and getting an idea of what’s
working and what’s not.
You’re measuring and getting an idea if your current efforts will fit your
goals for content.
@dohertyjf
45. Always Keep Your Goals In Mind
We had three real KPIs and goals
Audience Links
Build a brand
@dohertyjf
49. Future of LA Building Construction
@dohertyjf
Bingo! So we did this for all of our major metros and received links from
all of them, as well as pickup from other related sites.
54. Set up other channels to work
No matter your team size, automation will make your life easier. You
can automate these channels to have built-in promotion on every
piece of content you publish.
@dohertyjf
Email marketing Social media
(Some) PRAdvertising
55. Basic Automation
For every post you publish, you should automagically:
• Email your content subscriber list
• Post to Twitter, Facebook, LinkedIn
• If doing advertising, set up ads to promote on your platform of choice
• If doing retargeting, make sure you drop a pixel on all visitors who
meet your specifications (and burn that pixel if they convert)
• Measure your important metrics:
• Views on the platforms
• Traffic from networks and emails
• Revenue
@dohertyjf
56. From Bicycle to Motorcycle
Now we’re playing with engines. Two seats even!
@dohertyjf
57. You’ll Need A Dedicated Content Manager
They need to be all of these. It’s a tough job to fill well.
• Creative
• Data informed
• Organized
• Biasing toward action
• Understand promotion
@dohertyjf
58. Productize Your Automated Promotion
Because you’ve set up some basic automation and are learning what’s
effective, it’s time to not hack it together anymore and actually make it
sustainable.
At a great company, your marketing and growth teams (they’re
different) will also have engineering and design support. Meet with
them to figure out what else you can automate and how to make your
current automation better.
@dohertyjf
59. Put Together A Calendar
Now’s the time to put together a calendar of when content will come
out, so that you can also plan manual promotion. Multiple hands on a
project means structure is needed.
Some of the tools for this:
@dohertyjf
Shared Trello calendar WP plugins
Google calendar Basecamp/Asana
60. Build Out More Promotion Workflows
With production figured out and automation in place/becoming stable,
now you can throw more bodies at promotion.
This flow worked for us:
@dohertyjf
Launch
Prep
Ideation
Brainstorm
Settle on
topic
Begin
producing
Prospect
for
outreach
Finalize
content
Set launch
date
Publish
content
Automatic
marketing
Manual
outreach
to pre-
created
lists
61. Outreach Prospecting
Your outreach is only as good as your prospecting. For our early
HotPads content, we found:
• Mid-level influential sites to pitch with specific content
• Local-specific blogs that accepted guest content
We tuned our pitches as we learned what was interesting to them.
Pro tip: ask who else they think might be interested especially if they
are part of a network. EG Curbed
@dohertyjf
63. Bring In Dedicated Promotion (PR)
A dedicated PR professional won’t be fully leveraged until you have
your creation and publishing process figured out. A good one will help
you optimize that process for optimal outreach, however.
They are responsible for the Tier 1 (NYT, WSJ, etc) publications that
need a relationship and softer pitch touch.
@dohertyjf
64. Layer On Scaleable Manual Outreach
Depending on your company size, this may be a separate role (or 3, as I
had at HotPads) or could be another part of your content
manager/marketer’s job.
Their job is to get the Tier 2-3 links and promotion (guest posts, social
shares from mid-influencers, email list inclusions). Prospecting and pre-
outreach should start about 2 weeks before launch.
@dohertyjf
68. Our Process
1. Ideate many ideas, scrub for feasibility
• Keep in mind the timing (holidays, etc)
2. Do pre-outreach once the content is close to ready
3. Once content is published, use all your channels (email, social, etc)
4. Reach out to high value journalists under embargo with something
of value (embeds, etc)
5. Email everyone you reached out to before with the live link
• If you have the resources, offer to write the post for them
6. Measure
7. Repeat
#stateofsearch@dohertyjf
70. What worked and didn’t
Bad
1. We were late on delivering the content, so some journalists had to
move on
2. We didn’t plan outreach far enough out
Good
1. They loved the maps and wanted them easily embeddable, so we
created a way for them to do that.
2. We established some connections with journalists about the next
piece.
#stateofsearch@dohertyjf
72. What worked and didn’t
Bad
1. The data was messy, so we had to bring in our data scientist to help
explain it.
2. We weren’t able to break it down by type of commute, which is what
journalists wanted.
Good
1. Pitching city by city with dedicated maps allowed us to get wider
coverage.
2. We pitched way ahead of time, which allowed journalists to get their
stories ready to go when we published. Even if we missed our deadline,
the story was ready to go whenever.
#stateofserch@dohertyjf
74. What worked and didn’t
1. We were unclear about the story (what about 2brs? What about
moving in more cities?)
2. It wasn’t timely, so it didn’t get much play.
@dohertyjf
77. What worked and didn’t
Good
1. We enlisted our other outreach employees into securing guest posts
on smaller sites to build more links.
2. We offered to write content, which 75% of the people who
published coverage wanted us to do.
3. We offered our economist/data scientist as a source. He hopped on
the phone with journalists (with our PR manager there) and
explained the data succinctly. We practiced ahead of time.
@dohertyjf
78. We used this process
Launch
Prep
Ideation
Brainstorm
Settle on
topic
Begin
producing
Prospect
for
outreach
Finalize
content
Set launch
date
Publish
content
Automatic
marketing
Manual
outreach to
pre-
created
lists
@dohertyjf
79. Scale It (With Quality In Mind)
We decided we could do one great research study every 2 months or so
with 1 PR manager, 1 SEO manager, 1 content manager, 1 data
scientist/economist, 1 email manager, and 3 link acquisition experts +
me. That’s 8 people!
Any faster than that and we’d lose quality. To go faster we’d need more
hands on deck.
@dohertyjf
95. Big content >>>> small content
• When HotPads wrote a static piece
that can live on forever, as opposed
to just a blog post, it earned more
links and was arguably more
valuable than a blog post.
• *Big content is also pushed out less
frequently, so promotion makes or
breaks its success.
• However, blog posts got more
social shares.
@dohertyjf
96. Give Embeddable Assets
Every post or article that did well
for HotPads had an embeddable
piece of content, such as images,
graphics, or embeddable maps.
If you offer something of value to
a journalist, they are much more
likely to write about you.
@dohertyjf
97. Content Lives and Dies by Outreach
• When HotPads executed well on
outreach, both to small and
large sites, they got great links
and great coverage.
• When they didn’t execute well
(or simply didn’t do it), they
didn’t. Great content will get
links with outreach, but rarely
without.
@dohertyjf
98. Your Success Depends on Your Team’s
Execution of Ideas
• A small team of the right people
can do mighty things when given
the right processes, but they also
must work at the same pace to get
things done.
• Before hiring someone, ask
yourself how well they will fit into a
culture you are trying to cultivate.
If they’re a strategist and you need
a doer, don’t hire them. And vice
versa.
@dohertyjf
99. Keep Trying New Ideas and Measure
We went through many iterations
of HotPads content:
1. City-specific
2. “Best neighborhoods” and
“reasons to live in”
3. Data graphs
4. PR stunts
5. Maps of data owned by others
6. Maps of our own content
@dohertyjf
100. Launch around new things (rebrand here)
http://www.getcredo.com/should-i-do-seo/@dohertyjf
103. Play the long game
When I hear people debate the ROI of social media? It makes me
remember why so many business fail. Most businesses are not
playing the marathon. They're playing the sprint. They're not
worried about lifetime value and retention. They're worried
about short-term goals.
Gary Vaynerchuk
@dohertyjf