Explore expert advice on how to create your own center of excellence in content strategy. Hear from Frank Pipolo, Web Presence Manager at Bisk Education on how they built a world-class content organization with their focus on hiring the right people, training on content development best practices, and gaining company-wide adoption of content strategies.
Searchlight Case Study: Turning Raw Search Data into Shareable Content -- Edu...Conductor
The Education Dynamics content team – made up of 9 Searchlight Certified power users – knows how to take raw data and turn it into highly visible, shareable content better than just about anyone else in the biz. What’s inside their sleek content creation machine? In this presentation, Josepf Haslam, Senior Director of SEO, Social, and Display Advertising, gives a rare look at their process, learnings, and favorite features. Don’t miss the opportunity to learn why a”#SocialSEO” strategy can help you become a better content marketer.
Presentation by:
Josepf Haslam, Senior Director of #SocialSEO
This presentation was given at the 2015 Conductor C3 marketing conference. Learn more: http://c3.conductor.com/
Persona Marketing at Scale -- American Family InsuranceConductor
American Family Insurance is in the midst of overhauling their website to keep content engaging – no easy feat for any company, especially one founded almost 100 years ago. Join American Family Insurance’s Search Optimization Marketing Specialist Ashley Mortimer while you determine how to develop personas to reach your ideal audience, and review how to build a website with buyer’s journeys in mind. Hear real life examples from American Family Insurance’s content audit while being let in on the secret of how to turn around failing content.
Presentation by:
Ashley Mortimer – Search Optimization Marketing Specialist, American Family Insurance
This presentation was given at the 2015 Conductor C3 marketing conference. Learn more: http://c3.conductor.com/
How to Rank 10 Million Products on Page One -- bol.comConductor
In the past sixteen years, bol.com has grown from an online bookstore to a collection of specialty shops that sell over ten million items. Nearly a million people shop on the website each day – but how does bol.com ensure that their products are being found through organic search? Tobias Sweijen, SEO Specialist at bol.com, and Irene Pennings, Business Analyst at bol.com, uncover how they get their products not just to rank, but to rank on page one, with the help of the Searchlight platform. Become an expert on how to improve your own rankings through simple tips and practical steps.
Presentation by:
Tobias Sweijen – SEO Specialist, Bol.com
Irene Pennings – Business Analyst, Bol.com
This presentation was given at the 2015 Conductor C3 marketing conference. Learn more: http://c3.conductor.com/
The Intersection Between Digital Marketing / Acquisition & Brand MarketingConductor
Carolyn Tisch Blodgett, VP of Brand Marketing at Peloton Cycle, teaches how to utilize customer insights and persona-based marketing to drive revenue and customer loyalty. She shows how to craft unified strategies that integrate both digital marketing and acquisition and brand marketing techniques and goals, and how to open an active dialogue between customer and brand.
Presentation by:
Carolyn Tisch Blodgett - VP of Brand Marketing, Peloton Cycle
Marketing: A Journey in Enterprise Digital TransformationConductor
Innovator and entrepreneur Jay Wightman, of John Hancock Investments, reveals what the journey looks like for an enterprise to adapt for the next generation of digital marketing for any industry. Jay has helped several brands adapt their legacy products and services to better align and scale online.
Presentation by:
Jay Wightman - John Hancock Investments
BizTech - Strengthening Your Web Site’s Presence through an Integrated Market...Sage Island
We are excited to be a part of this special event featuring the area’s most successful people in business and technology, including our very own Mike Duncan. The expo, held at the new Wilmington Convention Center will include keynote speakers, seminars, and over 100 exhibitors. The event will help connect employees with new customers and will include an all start line up of educational internet marketing seminars.
Mike is scheduled to speak on the 14th from 9:45 – 10:45 a.m. His seminar “Strengthening Your Web Site’s Presence through an Integrated Marketing Plan” will teach business owners the tactics behind growing an online brand.
6 UX Mistakes to Avoid on Your Next Site RedesignAidan Foster
You’ll get a quick intro to some User Experience (UX) strategies, examples, and tools that you can implement to help you focus on what your audience needs most.
This will allow your organization to prioritize limited time and budgets on the content & features that provide the greatest impact to your audience. Ultimately some smart planning, and user research will start your relaunch project on the right path for success.
This session has absolutely nothing Drupal-specific but is 100% applicable to any website platform. It’s intended to introduce some concepts as a starting off point. You can then use the provided links and resources to apply these UX practices to your next redesign project.
Searchlight Case Study: Turning Raw Search Data into Shareable Content -- Edu...Conductor
The Education Dynamics content team – made up of 9 Searchlight Certified power users – knows how to take raw data and turn it into highly visible, shareable content better than just about anyone else in the biz. What’s inside their sleek content creation machine? In this presentation, Josepf Haslam, Senior Director of SEO, Social, and Display Advertising, gives a rare look at their process, learnings, and favorite features. Don’t miss the opportunity to learn why a”#SocialSEO” strategy can help you become a better content marketer.
Presentation by:
Josepf Haslam, Senior Director of #SocialSEO
This presentation was given at the 2015 Conductor C3 marketing conference. Learn more: http://c3.conductor.com/
Persona Marketing at Scale -- American Family InsuranceConductor
American Family Insurance is in the midst of overhauling their website to keep content engaging – no easy feat for any company, especially one founded almost 100 years ago. Join American Family Insurance’s Search Optimization Marketing Specialist Ashley Mortimer while you determine how to develop personas to reach your ideal audience, and review how to build a website with buyer’s journeys in mind. Hear real life examples from American Family Insurance’s content audit while being let in on the secret of how to turn around failing content.
Presentation by:
Ashley Mortimer – Search Optimization Marketing Specialist, American Family Insurance
This presentation was given at the 2015 Conductor C3 marketing conference. Learn more: http://c3.conductor.com/
How to Rank 10 Million Products on Page One -- bol.comConductor
In the past sixteen years, bol.com has grown from an online bookstore to a collection of specialty shops that sell over ten million items. Nearly a million people shop on the website each day – but how does bol.com ensure that their products are being found through organic search? Tobias Sweijen, SEO Specialist at bol.com, and Irene Pennings, Business Analyst at bol.com, uncover how they get their products not just to rank, but to rank on page one, with the help of the Searchlight platform. Become an expert on how to improve your own rankings through simple tips and practical steps.
Presentation by:
Tobias Sweijen – SEO Specialist, Bol.com
Irene Pennings – Business Analyst, Bol.com
This presentation was given at the 2015 Conductor C3 marketing conference. Learn more: http://c3.conductor.com/
The Intersection Between Digital Marketing / Acquisition & Brand MarketingConductor
Carolyn Tisch Blodgett, VP of Brand Marketing at Peloton Cycle, teaches how to utilize customer insights and persona-based marketing to drive revenue and customer loyalty. She shows how to craft unified strategies that integrate both digital marketing and acquisition and brand marketing techniques and goals, and how to open an active dialogue between customer and brand.
Presentation by:
Carolyn Tisch Blodgett - VP of Brand Marketing, Peloton Cycle
Marketing: A Journey in Enterprise Digital TransformationConductor
Innovator and entrepreneur Jay Wightman, of John Hancock Investments, reveals what the journey looks like for an enterprise to adapt for the next generation of digital marketing for any industry. Jay has helped several brands adapt their legacy products and services to better align and scale online.
Presentation by:
Jay Wightman - John Hancock Investments
BizTech - Strengthening Your Web Site’s Presence through an Integrated Market...Sage Island
We are excited to be a part of this special event featuring the area’s most successful people in business and technology, including our very own Mike Duncan. The expo, held at the new Wilmington Convention Center will include keynote speakers, seminars, and over 100 exhibitors. The event will help connect employees with new customers and will include an all start line up of educational internet marketing seminars.
Mike is scheduled to speak on the 14th from 9:45 – 10:45 a.m. His seminar “Strengthening Your Web Site’s Presence through an Integrated Marketing Plan” will teach business owners the tactics behind growing an online brand.
6 UX Mistakes to Avoid on Your Next Site RedesignAidan Foster
You’ll get a quick intro to some User Experience (UX) strategies, examples, and tools that you can implement to help you focus on what your audience needs most.
This will allow your organization to prioritize limited time and budgets on the content & features that provide the greatest impact to your audience. Ultimately some smart planning, and user research will start your relaunch project on the right path for success.
This session has absolutely nothing Drupal-specific but is 100% applicable to any website platform. It’s intended to introduce some concepts as a starting off point. You can then use the provided links and resources to apply these UX practices to your next redesign project.
Webinar: Using Social Amplification to Get Your Brand HeardgShift
In this webinar, we reviewed social amplification and how you can use it to increase the exposure of your brand's digital marketing strategy.
We review:
1. What is social amplification and why is it important to your brand strategy
2. How to identify and engage influencers
3. Using digital events to build your brand authority and drive user engagement
4. How to manage promotions properly for social marketing
Get an early look at the marketing and customer research problems SparkToro exists to solve, beta product screenshots, use cases, and pricing/launch plans.
Surf Expo - Digital Content Marketing for Brick & Mortar RetailersSage Island
Quality customer service and extensive product knowledge are important pieces of a brick & mortar business. It's what truly sets specialty retailers apart from the pack. Customers today require an online experience that matches the energy and attentiveness they receive in person, but how do you work this into your marketing strategy? In this seminar you’ll learn how to build your community efficiently and effectively through social media strategies, Pay Per Click advertising, and original content to enhance your SEO tactics. You will leave with easy steps to streamline your processes and maintain a strong presence on the right platforms.
Content strategy - Navigating the Business of Social MediaSage Island
Social media has transformed the face of business by engaging customers. This session will explore social media and how to use it for your business. Developing a voice for your brand through social media helps engage customers online. It creates a unique opportunity for customers to interface and communicate with businesses directly, resulting in a strong community of fans and sustaining brand loyalty. Possessing an understanding of how to craft a social media strategy using Twitter, Facebook, YouTube, and others is crucial to increasing visibility and knowing what your customers want. This session will demonstrate how brands are leveraging these networks to maintain and grow their businesses.
Social Media Analytics: Driving Traffic Through DataRyan Stewart
This presentation goes into detail about how to use your analytics and data to drive more meaningful actions, engagements and traffic from social media.
If you want to boost your web presence and achieve online success, combining your SEO and content marketing strategies is a must.
Join ScribbleLive’s Christopher Hart and Christoph Trappe as they talk about how you can break down organizational silos and align SEO and content teams to ensure maximum impact.
Read our recap here for more info: http://bit.ly/2jihuar
LMFAO Leveraging Machines for Awesome OutreachGareth Simpson
Use machine learning for data heavy lifting in order to increase efficiency at multiple stages of the outreach lifecycle.
Gareth will share how his agency is scaling their outreach activities, allowing them to have more conversations with the right people, and ultimately win more links.
All of this is already possible with readily-available technologies: most of these tactics aren’t as far-fetched as you might think…
10 Ways Search Marketing for B2B is Different...and How to Maximize ResultsStacy Sutton Williams
B2B marketers have unique challenges, ranging from a long sales cycle with multiple "touches" to being in a complex space with rapidly evolving language and keywords. Stacy Williams' presentation to B2BCamp Atlanta shows how B2B marketers can best leverage search engine marketing (both SEO and paid search).
View the slides from the SEJ ThinkTank webinar presentation with SEJ founder Loren Baker regarding dynamic Google SEO. Loren's presentation covers how your Google rankings change based on where a user is located when they search, how Google Graph can affect your ranking, and what you can do to optimize your ranking in an increasingly changing SEO world.
Internet World: Audience Engagement - Tim GriceBranded3
Ecommerce SEO has predominantly been about getting as many products as possible indexed and visible within search engines. In order to perform organically Ecommerce businesses need to think more like publishers, deciding on the best strategies to engage their audience and ensuring they have answers to questions during the consideration process.
The secrets that search engine optimisation (SEO) professionals don’t want yo...barlow1984
Our Digital Eyes Media Academy session covering how small business owners can work on and understand their own websites SEO.
In the session we cover how to earn links ethically, myth bust and give tips on how to beat the competition without needing to invest huge sums of cash.
Content Marketing: Useful First, Viral Second - Figaro Digital Marketing Conf...timgrice
Tim Grice talks through the recent boom in content marketing services, and how Google has driven much of the demand in the last 2 years. There are many misconceptions around content marketing, people aren't sure how to implement and measure content strategy. The session aims to put an end to myths and give some very clear, actionable advice when working on content marketing activities.
From the SMX West Conference in San Jose, California, March 21-23, 2017. SESSION: Consumer-Led Change: How To Stay Relevant & Build Success. PRESENTATION: Consumer Lead Change: How to Stay Relevant and Build Success - Given by Duane Forrester, @duaneforrester - Bruce Clay Inc., VP, Operations. #SMX #32C3
Presented at Surf Expo Saturday, January 16, 2016 in Orlando, FL. Social media is an excellent way to build a community around your brand, contribute to larger conversations, and have a little fun. In this session, we’ll talk about the latest social media platforms, such as Twitter, Instagram, and SnapChat, discuss how brands are successfully using them, and offering ideas for incorporating these tools into your marketing strategy.
Optimize Your Online Presence for the 2015 Digital LandscapeSage Island
For most companies, establishing a digital presence starts with a website, and that opens the door to a much broader array of digital marketing tools which, used properly, can have a profound, positive effect on sales, profits, branding, customer experience, and more. Find out which tactics and tools you need to be focusing on to get the most out of today’s digital landscape.
Webinar: Using Social Amplification to Get Your Brand HeardgShift
In this webinar, we reviewed social amplification and how you can use it to increase the exposure of your brand's digital marketing strategy.
We review:
1. What is social amplification and why is it important to your brand strategy
2. How to identify and engage influencers
3. Using digital events to build your brand authority and drive user engagement
4. How to manage promotions properly for social marketing
Get an early look at the marketing and customer research problems SparkToro exists to solve, beta product screenshots, use cases, and pricing/launch plans.
Surf Expo - Digital Content Marketing for Brick & Mortar RetailersSage Island
Quality customer service and extensive product knowledge are important pieces of a brick & mortar business. It's what truly sets specialty retailers apart from the pack. Customers today require an online experience that matches the energy and attentiveness they receive in person, but how do you work this into your marketing strategy? In this seminar you’ll learn how to build your community efficiently and effectively through social media strategies, Pay Per Click advertising, and original content to enhance your SEO tactics. You will leave with easy steps to streamline your processes and maintain a strong presence on the right platforms.
Content strategy - Navigating the Business of Social MediaSage Island
Social media has transformed the face of business by engaging customers. This session will explore social media and how to use it for your business. Developing a voice for your brand through social media helps engage customers online. It creates a unique opportunity for customers to interface and communicate with businesses directly, resulting in a strong community of fans and sustaining brand loyalty. Possessing an understanding of how to craft a social media strategy using Twitter, Facebook, YouTube, and others is crucial to increasing visibility and knowing what your customers want. This session will demonstrate how brands are leveraging these networks to maintain and grow their businesses.
Social Media Analytics: Driving Traffic Through DataRyan Stewart
This presentation goes into detail about how to use your analytics and data to drive more meaningful actions, engagements and traffic from social media.
If you want to boost your web presence and achieve online success, combining your SEO and content marketing strategies is a must.
Join ScribbleLive’s Christopher Hart and Christoph Trappe as they talk about how you can break down organizational silos and align SEO and content teams to ensure maximum impact.
Read our recap here for more info: http://bit.ly/2jihuar
LMFAO Leveraging Machines for Awesome OutreachGareth Simpson
Use machine learning for data heavy lifting in order to increase efficiency at multiple stages of the outreach lifecycle.
Gareth will share how his agency is scaling their outreach activities, allowing them to have more conversations with the right people, and ultimately win more links.
All of this is already possible with readily-available technologies: most of these tactics aren’t as far-fetched as you might think…
10 Ways Search Marketing for B2B is Different...and How to Maximize ResultsStacy Sutton Williams
B2B marketers have unique challenges, ranging from a long sales cycle with multiple "touches" to being in a complex space with rapidly evolving language and keywords. Stacy Williams' presentation to B2BCamp Atlanta shows how B2B marketers can best leverage search engine marketing (both SEO and paid search).
View the slides from the SEJ ThinkTank webinar presentation with SEJ founder Loren Baker regarding dynamic Google SEO. Loren's presentation covers how your Google rankings change based on where a user is located when they search, how Google Graph can affect your ranking, and what you can do to optimize your ranking in an increasingly changing SEO world.
Internet World: Audience Engagement - Tim GriceBranded3
Ecommerce SEO has predominantly been about getting as many products as possible indexed and visible within search engines. In order to perform organically Ecommerce businesses need to think more like publishers, deciding on the best strategies to engage their audience and ensuring they have answers to questions during the consideration process.
The secrets that search engine optimisation (SEO) professionals don’t want yo...barlow1984
Our Digital Eyes Media Academy session covering how small business owners can work on and understand their own websites SEO.
In the session we cover how to earn links ethically, myth bust and give tips on how to beat the competition without needing to invest huge sums of cash.
Content Marketing: Useful First, Viral Second - Figaro Digital Marketing Conf...timgrice
Tim Grice talks through the recent boom in content marketing services, and how Google has driven much of the demand in the last 2 years. There are many misconceptions around content marketing, people aren't sure how to implement and measure content strategy. The session aims to put an end to myths and give some very clear, actionable advice when working on content marketing activities.
From the SMX West Conference in San Jose, California, March 21-23, 2017. SESSION: Consumer-Led Change: How To Stay Relevant & Build Success. PRESENTATION: Consumer Lead Change: How to Stay Relevant and Build Success - Given by Duane Forrester, @duaneforrester - Bruce Clay Inc., VP, Operations. #SMX #32C3
Presented at Surf Expo Saturday, January 16, 2016 in Orlando, FL. Social media is an excellent way to build a community around your brand, contribute to larger conversations, and have a little fun. In this session, we’ll talk about the latest social media platforms, such as Twitter, Instagram, and SnapChat, discuss how brands are successfully using them, and offering ideas for incorporating these tools into your marketing strategy.
Optimize Your Online Presence for the 2015 Digital LandscapeSage Island
For most companies, establishing a digital presence starts with a website, and that opens the door to a much broader array of digital marketing tools which, used properly, can have a profound, positive effect on sales, profits, branding, customer experience, and more. Find out which tactics and tools you need to be focusing on to get the most out of today’s digital landscape.
Erfahren Sie wie mit LinkedIn Lead Generiert und Ihre Zielgruppe effektiv angesprochen werden kann. Die Präsentation von LinkedIn gibt nützliche Tipps & Tricks für die Lead Generierung und hilft Ihnen bei der Entscheidungsfindung Ihrer Content Marketing Strategie.
Employer Branding Essentials: Tips on Becoming a Top Company from Cisco and L...LinkedIn Talent Solutions
Your reputation as an employer can make or break your ability to hire top talent. To better understand what makes a great employer brand, we analyzed billions of interactions between our 433M+ members and thousands of companies on LinkedIn to determine the inaugural list of Top Attractors. In this presentation from LinkedIn and Cisco, you will learn more about the list and employer branding best practices inspired by the companies that made the list.
To learn more about our solutions, visit us at: http://bit.ly/2a7sH7E
The Martec & Employer Brand Mason Webinars | Session 1 - Maximise the benefit...Daire Dalton
The topic for this session is “Maximising the impact from advocacy tools LinkedIn Elevate, Hootsuite Amplify, Smarp”
Some of the areas covered in the session were:
1. How employee advocacy impacts employer branding efforts
2. Types of content employees most commonly share
3. Identifying the best content mix for your platform
4. Tips for getting the most value from your current (or future) tools
Digital marketing is an umbrella term for the targeted, measurable, and interactive marketing of products or services using digital technologies to reach and convert leads into customers and retain them.The key objective is to promote brands, build preference and increase sales through various digital marketing techniques.
Content represents the value that associations produce. Creating, publishing, and managing that content strategically is key to making the organization's value more visible to both existing and prospective members, and will enable the organization to thrive by helping its members succeed. This presentation covers a definition of content strategy, lists the problems content strategy can solve for associations, describes how to address challenges, and lists where to start.
From our Future of Content Strategy: Accessible, Personalised and SEO Friendly webinar on February 11th 2021.
Discover the Cyber-Duck way for establishing a future-proof content strategy that works at scale.
Discover the latest tools, technologies and trends shaping content strategy for forward-thinking marketers in 2023 and beyond! You'll find out which tools & technologies are right for your company...right now. You'll find out which influencers and thought leaders you need to connect with to expand your own influence. You'll see exactly what types of content you should be producing right now...and why.
How To Plan And Build A Successful Content Marketing StrategyMichael Brenner
http://www.b2bmarketinginsider.com/content-marketing/plan-build-successful-content-marketing-strategy -- Did you know that every day on the internet:
There are 4.75 Billion pieces of content shared
There are 1.8 Billion photos uploaded
There are 700 Million Snapchats
There are 500 Million tweets
Marketing, as we know it, is being transformed right in front of our eyes. More and more messages are being promoted every day, on more channels, and as a result, consumers are learning to simply tune out the noise.
Because of this, brands must leverage content marketing to deliver the useful information necessary to educate and build trust with their audiences. But they often fail to document what they are trying to achieve, how they will get it done, and what measures will prove success.
Yesterday I presented to more than 600 attendees of the NewsCred #ThinkContent Webinar: "How To Plan And Build A Successful Content Marketing Strategy." I presented:
The key factors for content marketing success
The core components of a content marketing strategy
I answered the main questions of how to build a solid content marketing strategy
I shared my secret that effective content marketing was relatively simple:
"The buyer journey is nothing more than a series of questions that must be answered." ~ IDC
I shared the Content Marketing Institute's more formal definition of content marketing:
“Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.” ~ Content Marketing Institute
And I shared the rallying cry for why we need to change:
"We have to stop interrupting what people are interested in, and be what people are interested in." ~ Craig Davis (former Chief Creative Office - J. Walter Thompson)
Backed by research and our own customer engagements, I covered
The 6 factors to content marketing success:
Document content strategy
Have someone in charge of content
Consistently publish quality content
Map content to buyer journey
Balance Paid, Owned, Earned Media
Track Content Marketing ROI
I provided an example and a template for anyone to develop:
Your Content Marketing Mission Statement
Become a destination for [target audience] interested in [topics]. To help them [customer value].
This will help us [your content marketing goals]
Earn your audience’s attention vs. just buying it
Reach, engage and convert NEW buyers
AmEx Open Forum Example: Help Small Businesses Do More Business. To become the largest source of inbound leads.
I provided spreadsheets to help anyone conduct a content audit and measure their content marketing results:
How to engage candidates with an always-on digital strategy | Talent Connect...LinkedIn Talent Solutions
At Enterprise Holdings (Alamo Rent A Car, Enterprise Rent-A-Car, and National Car Rental), great customer service is at the core of their business, and that extends through to potential candidates, too. Even with the massive volume of applicants they have year over year, with the combination of the right people and the right technology they strive to provide their candidates with a process that is both highly responsive as well as approachable. Follow the journey taken by Enterprise over the years as they worked to build an always on digital strategy, while continuously optimizing their efforts through smarter metrics. Working to improve how they interact with candidates, build strong relationship with media partners and deliver the best candidate funnel to their teams internally.
Understanding that this level of sophisticated marketing doesn’t happen overnight, Enterprise worked in partnership with their consumer marketing group and agency partner TMP Worldwide to track ROI (customer sentiment, awareness, etc.) and improve the measurable results.
Watch the webinar here:https://youtu.be/GEzILwI6VdU
Key Takeaways:
1. Understand the type of content your customers want and need.
2. How to develop creative topics.
3. Managing your content once it has been published.
4. How to build a social media foundation with your content
Similar to Building a Content Organization | Frank Pipolo – Director of Internet Strategy, Bisk Education (20)
Conductor C3 2019 - SEO + Paid: Better TogetherConductor
Jon Chang, IBM
Paid and organic: can this marriage be saved? You may find it’s easier (and more important) than you think.
Learn more at c3.conductor.com
Conductor C3 2019 - NLP and Search Intent: What Happens in Vagueness Stays in...Conductor
Dawn Anderson, Move It Marketing
As the amount of digital content search engines must make sense of increases, so too does the importance of clarity in the written and spoken word. In this session, you’ll learn about challenges and developments in NLP (natural language processing) and how to disambiguate vagueness to focus intent and content in your SEO tactics and strategy.
Learn more at c3.conductor.com
Conductor C3 2019 - What’s Next, Now: The Modern Media MixConductor
Collin Colburn, Forrester
ow does organic marketing fit in with the modern media mix? And how do you make it pay? Guest speaker Collin Colburn will highlight the trends that are shaping ROI metrics and integration of SEO.
Conductor C3 2019 - Trick Shots vs. Epic Fails: Building a Team Culture Aroun...Conductor
Matt Bailey & Aaron Watkins, Johns Hopkins Medicine
Good medicine (and business) starts with good data. But how do we help our teams make data-driven decisions as a rule? Learn how leading light Johns Hopkins Medicine built a culture around SEO, what was a huge success, and what fell flat on its face as they transformed decision-making within the institution and web team.
Conductor C3 2019 - The Circle of Trust: How Making SEO Accessible To Non-Spe...Conductor
Claudia Higgins, Argos | Simon Dale, Organic
Want to save time spent “fixing” issues and optimizing SEO after the fact? Learn how one of the largest online retailers in the UK ensures specialists and non-specialists alike integrate SEO and user insights in their day-to-day work. Hint: free exchange of knowledge and data allows them to prioritize effectively and keep the customer at the center of web production workflow.
Conductor C3 2019 - Quantum Content Theory and the Odd Numbers of Early-Stage...Conductor
Ali Harris, Bitdefender
Proving the value of early-stage content and SEO was never an exact science—but this session comes close. Bonus: Learn how to get all the “fun money” for early-stage content with solid ROI modeling.
Conductor C3 2019 - The Human Side of ROI: CX on a Global ScaleConductor
Murilo de Favari, Omega Engineering
No matter what you sell, customer experience is the product. We’ll show you how to align resources, budgets, and processes to focus marketing goals more on the people. At Omega, we set
goals valuable to both our organization and our customers, measuring results with granularity that actually excites our Analytics teams. It’s not easy, but it is extremely rewarding.
Conductor C3 2019 - R-E-S–P-E-C-T: How to Win Buy-In and Support for SEO in a...Conductor
Ryan Hipp, Amway
What should you do if your company is a complex enterprise with tons of sites to manage and you need more buy-in for SEO in order to succeed? Find out how to build your internal brand to win resources and respect for SEO.
Conductor C3 2019 - Be the Butterfly: How to Transform Your Customer ExperienceConductor
Waseem Kawaf, Stanley Black & Decker
Accelerate your customer experience development with help from Waseem’s foundational tactics, focused on finding your brand’s purpose and passion. No matter what stage of CX you’re in, this session can help your strategy take flight.
Learn more at c3.conductor.com
Miranda Gahrmann, Randstad
You’re a global org but you have to have a local feel in every region. What works in APAC doesn’t work in EMEA. You’ve got different device habits, languages, search engines, and customs to think about — this session will show you how to give that friendly neighborhood feel on a global scale.
Conductor C3 2019 - How to Supercharge Traffic with Evergreen ContentConductor
John Shehata, Condé Nast
New content isn’t always the answer. Condé Nast’s Pine Tree project optimized existing content using key insights from SEO research—and increased traffic more than 200%. This session reveals the details you need to optimize and refresh evergreen content that works harder for you month after month.
Conductor C3 2019 - Advanced SEO AutomationConductor
Garth O'Brien, GoDaddy
Step into the future of SEO with this session on the latest in SEO automation. Learn how to use technology, tools, and tricks to automate manual tasks so you can save time and be more effective.
Conductor C3 2019 - A Sound Advantage: How Voice Search Works & Works For YouConductor
Upasna Gautam, Manager, Search, Ziff Davis
Become fluent in voice search form, function, and success. Learn how Google processes sound and conducts speech modeling; the four voice search quality metrics Google applies; and how to enhance your own strategy with tactics for targeting content by searcher need states.
This is hands-down the fastest, funnest way to learn how to make your site healthier and more visible. It’s like speed dating for strategy. Join Conductor’s professional service team as they rip through 30 actionable strategies in a rapid-fire fashion that you can implement the minute you leave the room (or even while you’re there!).
Speakers: Pat Reinhart, Stephan Bajaio, Holland Dauterive, Conductor
Moderated by: Katie Greenwood, Conductor
Conductor C3 - Influence. Not Influencers - Rand Fishkin, SparkToroConductor
Rand Fishkin, SparkToro
The field of influencer marketing in the last five years has taken an unwise turn toward a narrow definition of “influencers,” that harms the potential of this powerful strategy. In this presentation, Rand will show the dangers of leaning exclusively on heavily-followed individuals, and offer a broader, more impactful, higher ROI path to reach the *right* customers, in the *right* places. Get ready to have myths dismantled and add new tactics to your toolbox.
Learn more about C3 at c3.conductor.com
40 Tips & Tricks with Conductor Pro ServicesConductor
40 Tips & Tricks with Conductor Pro Services at C3 2018 with:
Kenyon Adei-Manu, Amazon
Stephan Bajaio, Conductor
Bill Sebald, Greenlane Search Marketing
Using Search Data to Influence Organizational Decision MakingConductor
James Patterson, Senior Manager, SEO, American Eagle at C3 2018
While SEO is typically viewed as one channel within a larger digital marketing portfolio, the research that we do can drive content and technical decisions that impact all digital marketing channels. Identifying useful SEO data and using it to educate key functional teams is a core competency of an in-house SEO. Whether you are involved in early Ideation or tactical Implementation, SEO data should feed your decision making.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
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.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
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.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
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.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Coca Cola Branding Strategy and strategic marketing plan
Building a Content Organization | Frank Pipolo – Director of Internet Strategy, Bisk Education
1. BUILDING A CONTENT
ORGANIZATION
Frank Pipolo
Director of Internet Strategy
2. #C3NY
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BUILDING A CONTENT ORGANIZATION
Breakout Agenda Overview
• Introduction and Overview
• What Makes a True Content
Organization?
• Defining Content Strategy Goals
• Hiring the Right People
• Best Practices and Standards
• Results and Successes
• Company Wide Adoption
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BISK EDUCATION
Brief Introduction and Company Overview
• Bisk Education is a worldwide leader in online
education located in Tampa, FL founded in 1971.
• For over 40 years Bisk has focused on providing
lifelong-learning opportunities that enable working
adults to reach their personal and professional goals.
• “To be the end-to-end solutions provider of lifelong
learning that allows adult learners to reach their
personal and professional goals through education.”
• Bisk Education works with a handful of top-tier
universities: Villanova University, University of Notre
Dame, Michigan State University, University of
Florida, University of South Florida, Florida Institute
of Technology, and U.S. News University Directory.
• Since its inception in 2008, the web presence
management team at Bisk Education has grown
exponentially from just 2 people to a staff of 25+
people by the year 2014.
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BISK EDUCATION VALUE CHAIN
Excellence in Online Learning
The 6 Principles of Excellence That
Drive Student Success
• Strategic Planning
• Program Development & Instructional Design
• Systems and Integrations
• Brand and Image Management
• Enrollment Management
• Relationship Management
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WHAT MAKES A TRUE CONTENT ORGANIZATION?
Finding Inspiration and Getting Started
• A true content organization is a
collective that has the processes,
resources, structure, and proper
practices in place to create and
distribute valuable and compelling
content to attract, acquire, and
effectively engage audiences into
driving business actions.
• In other words, a content organization
is a collective that can own media as
opposed to renting it.
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CONTENT ORGANIZATION TEAM CONTEST
Real World Application Exercise
• Our web presence management team
was divided into several groups.
• Using criteria from the book, teams were
tasked to create a presentation of a
complete content marketing plan to
apply to any of their brands’ products.
• The winning group’s work went on to be
featured as a recurring brown-bag lunch
presentation shown to other depts.
• This exercise empowered our content
organization team to feel pride of
ownership in all processes of their work.
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DEFINING STRATEGY GOALS
Foundation for Success
• During the pre-Panda era, many organizations
in the industry were working with e-zine sites
and other forms of mass content farms.
• There was strive to separate and distinguish
our voice from among the crowds.
• Our Web Presence Team’s Strategy Goals
– Become leading ideological influencers by frequently
and consistently creating engaging quality content.
– Further our universities’ prestige and brand
reputation by strengthening our authority and
credibility in our respective discipline spaces.
– Use our distinct voice, identity, and quality content
(with the help of Conductor Searchlight) to drive
results and accomplish the goals of our business.
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HIRING THE RIGHT PEOPLE
Establishing A Strong Foundation
• Web presence management tech team consists
of 2 Supervisors, 3 Senior Techs, 5 Techs, 2
Associates, and several outreach specialists.
• Web presence management content team
consists of 3 senior editors, 2 editors, 2
associate editors, 2 in-house writers and 20+
freelance writers.
• We highly recommended hiring those with
creative writing and journalism backgrounds.
• It is important to allow them to be creative
and write freely to get the most genuine tone
as this will allow your content to create a
sincere connection with your audiences.
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BEST PRACTICES AND STANDARDS
Establishing Strong Precedents
• Get involved and get your team excited about content marketing.
• Instill confidence in your content organization through ownership.
• Equip your organization with the right resources (Searchlight).
• Have a content calendar to ensure organizational accountability.
• Plan your content around specific strategic times and events.
• Emphasize that ownership does NOT end after publication.
• Foster an environment that promotes innovation and creativity.
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EMPOWERMENT THROUGH SEARCHLIGHT (CONT.)
Content Insights Example - Performance
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EMPOWERMENT THROUGH SEARCHLIGHT (CONT.)
Content Insights Example – Performance Distribution
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EMPOWERMENT THROUGH SEARCHLIGHT (CONT.)
Content Insights Example – Optimization Opportunities
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EMPOWERMENT THROUGH SEARCHLIGHT (CONT.)
Content Insights Example – Segmentation Comparison
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ORGANIZATION ACCOUNTABILITY AND OWNERSHIP
Putting It All Together
• Having a calendar will allow your
content organization to be held
accountable and take full ownership
of the content curation processes.
• Conductor Searchlight content insights
provides the data and information
that will allow your content team to
make informed decisions and get
them fully invested in content
performance long after publication.
• Quantifiable and Measurable Actions
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RESULTS AND SUCCESSES
How Searchlight Helped Facilitate Our Web Prescience Successes
• Traffic Performance Numbers
– Villanova University [775,000+ Traffic]
• 83% Increase Year Over Year / 17,000+ Leads
– Florida Institute of Technology [750,000+ Traffic]
• 33% Increase Year Over Year / 16,000+ Leads
– Jacksonville University [250,000+ Traffic]
• 129% Increase Year Over Year / 5,000+ Leads
– University of San Francisco [200,000+ Traffic]
• 76% Increase Year Over Year / 1,400+ Leads
– University of Notre Dame [125,000+ Traffic]
• 132% Increase Year Over Year / 2,000+ Leads
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RESULTS AND SUCCESSES (CONT.)
Successful Content Performance Examples
• Top Quality Content Successes
– Infographics were featured in magazine.
– One of our editors received an inquiry to
be appear on a New York TV news show.
– Team members have received requests for
speaking engagements at conferences.
– We have also received multiple citations
for our content on various .GOV sites,
.EDU sites, healthcare organization sites,
the U.S. army career website, and the
U.S. Library of Congress’s website.
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COMPANY WIDE ADOPTION
Expansion and Evangelism
• Setting strong consistent precedents
make it easier to secure the necessary
buy-in from your local resources and
from your company’s executive core.
• Use your performance results to justify
the expansion and diversification of the
types of content you can offer.
• Leverage your findings to build a case for
ROI. This is what allowed us to go to the
decision makers at Bisk which ultimately
led to further growth and expansion of
our department.
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MAJOR TAKEAWAYS
How To Build A Content Organization
Instill a confidence and a strong foundation by getting involved.
Start your organization with slow and simple processes.
Make sure your content goals are clearly defined. (Rent vs. Own)
Create a strong support structure by hiring the right people.
Know your audience and get the most from your buying personas.
Follow best practices and maintain standards of excellence.
Build a case for ROI to present to your executive core. (Searchlight)
Leverage your successes to evangelize company wide adoption.
20. FRANK PIPOLO
Email: frank-pipolo@bisk.com
Twitter: @frankpipolo
LinkedIn:
https://www.linkedin.com/in/fpinternetmarketings
pecialist