This document discusses how machine learning can help address scale problems in link building outreach. It begins by defining key concepts like machine learning, artificial intelligence, supervised vs unsupervised learning. It then explains how machine learning works by gathering and preparing data, choosing a model, training a classifier, and using it to make predictions. Examples are given of how machine learning has been applied in areas like translation, segmentation, predictive modeling, and chatbots. The document argues that machine learning could be used for lead qualification, close prediction, prospecting, and lead intelligence in outreach, similar to how sales tools have addressed scaling issues in sales.
The document discusses the future of search and how businesses can capitalize on emerging search opportunities. It outlines that search is becoming more predictive, personalized and conversational through technologies like Google Assistant. It recommends that businesses create targeted, utility-driven content for specific audiences and contexts, use structured data to trigger featured snippets, ensure mobile-friendliness, integrate search marketing channels, and use tools like Google Search Console to measure search performance.
This document provides a summary of key strategies for effective video content marketing. It emphasizes the importance of defining goals, understanding audiences through personas, researching appropriate channels, testing concepts, and gaining buy-in from stakeholders. Specific tips include using paid media to test videos, focusing on viewer engagement over views, aligning content with the user journey, and presenting ideas through compelling business cases backed by data and stories. The overall message is that success requires a holistic content strategy rather than isolated tactics.
Michael King gives a presentation on the state of SEO. He argues that despite technological advances by Google, the fundamentals of SEO have not changed - clients still do not implement recommendations fully and do not understand good link building. He outlines four problems with SEO: lack of a single source of truth, measuring the wrong metrics, ineffective business cases, and inability to keep up technically. He provides solutions such as measuring outcomes over opportunities and building cases through keyword research tied to consumer insights. King urges SEOs to improve pitches and technical skills like entity extraction to keep up with Google.
Perfect Starts: How to Get the Right Traffic with a Content AuditMichael King
Mike King's Authority Rainmaker presentation about how to perform the world's greatest content audit using quantitative and qualitative research techniques.
How to generate those leads all day everydayMichael King
This document provides tips and strategies for generating leads through content marketing and lead generation campaigns. It discusses using frameworks to understand the lead generation process. It also emphasizes the importance of understanding personas and using data to inform content, offers, and lead qualification criteria. Tactics discussed include using pop-ups, creating educational content to build an email list, and testing different lead generation approaches. The overall message is that an in-depth, persona-driven approach can be more effective than just throwing up a landing page.
This document discusses various tactics for improving SEO and site performance. It provides tips on keyword research using persona targeting, content strategy, internal linking to distribute link equity, log file analysis to understand crawl budget opportunities, auditing JavaScript sites, gaining real estate in SERPs through featured snippets and domain stacking, speed optimizations like code ordering and preloading/prerendering resources, and using analytics to better predict user behavior.
The document discusses the future of search and how businesses can capitalize on emerging search opportunities. It outlines that search is becoming more predictive, personalized and conversational through technologies like Google Assistant. It recommends that businesses create targeted, utility-driven content for specific audiences and contexts, use structured data to trigger featured snippets, ensure mobile-friendliness, integrate search marketing channels, and use tools like Google Search Console to measure search performance.
This document provides a summary of key strategies for effective video content marketing. It emphasizes the importance of defining goals, understanding audiences through personas, researching appropriate channels, testing concepts, and gaining buy-in from stakeholders. Specific tips include using paid media to test videos, focusing on viewer engagement over views, aligning content with the user journey, and presenting ideas through compelling business cases backed by data and stories. The overall message is that success requires a holistic content strategy rather than isolated tactics.
Michael King gives a presentation on the state of SEO. He argues that despite technological advances by Google, the fundamentals of SEO have not changed - clients still do not implement recommendations fully and do not understand good link building. He outlines four problems with SEO: lack of a single source of truth, measuring the wrong metrics, ineffective business cases, and inability to keep up technically. He provides solutions such as measuring outcomes over opportunities and building cases through keyword research tied to consumer insights. King urges SEOs to improve pitches and technical skills like entity extraction to keep up with Google.
Perfect Starts: How to Get the Right Traffic with a Content AuditMichael King
Mike King's Authority Rainmaker presentation about how to perform the world's greatest content audit using quantitative and qualitative research techniques.
How to generate those leads all day everydayMichael King
This document provides tips and strategies for generating leads through content marketing and lead generation campaigns. It discusses using frameworks to understand the lead generation process. It also emphasizes the importance of understanding personas and using data to inform content, offers, and lead qualification criteria. Tactics discussed include using pop-ups, creating educational content to build an email list, and testing different lead generation approaches. The overall message is that an in-depth, persona-driven approach can be more effective than just throwing up a landing page.
This document discusses various tactics for improving SEO and site performance. It provides tips on keyword research using persona targeting, content strategy, internal linking to distribute link equity, log file analysis to understand crawl budget opportunities, auditing JavaScript sites, gaining real estate in SERPs through featured snippets and domain stacking, speed optimizations like code ordering and preloading/prerendering resources, and using analytics to better predict user behavior.
Getting Buy-In for Content Marketing (MozCon Remix)Michael King
This document provides tips and strategies for developing an effective content marketing pitch to gain buy-in. It discusses researching opportunities, personas, keywords, and competitors' content. Measurement planning and tying content to business goals and the customer journey are emphasized. The document also addresses potential pitfalls in pitches and how to overcome them, such as not including all stakeholders or relying too heavily on data. An example pitch to the Moz team is presented to demonstrate the concepts.
iPullRank Webinar - Forecasting and Calculating ROI for SEOMichael King
Aligning value to SEO starts with calculating the return on investment, or ROI. By taking the cost of investment into account, it’s easier to calculate the impact SEO efforts make on the bottom line.
In this webinar, we will be diving into why it's important to forecast and calculate ROI for SEO, and how to do so.
Because calculating ROI for SEO isn’t as simple as it is for other marketing channels, it’s normal for businesses to value alternative marketing efforts over SEO.
Important topics we will be covering include:
-- The Importance of ROI for SEO
-- How to Forecast SEO ROI
-- How to Measure SEO Performance
-- How to Calculate SEO ROI
Core Web Vitals and Your Search Rankings Michael King
This document discusses Core Web Vitals and their importance to search engine rankings. It begins by introducing Core Web Vitals and their measurement metrics. It then explains how page speed has long been a ranking factor for Google, especially on mobile. The document dives into details on each Core Web Vital metric and how sites can optimize to improve scores. It also summarizes a study that found the vast majority of sites had poor Core Web Vitals scores prior to the Page Experience update rollout. The document stresses the importance of page speed and stability to users and search engines.
This document discusses modern search engine optimization (SEO) strategies and techniques. It begins by describing how SEO has evolved from focusing solely on meta tags and links to encompassing broader content strategies that account for user intent, audiences, and their information needs at different stages. It emphasizes understanding users through research and personas in order to create relevant, helpful content. The document provides examples of tools and strategies for research, planning keyword-driven content and taxonomies, measuring potential content performance, optimizing metadata, and more. The overall message is that SEO and content strategy should be closely intertwined to produce content that search engines can surface to the right people.
iPullRank Webinar - Planning SEO for 2021 Michael King
Good SEO takes preparation and should not be approached as some sort of last ditch effort. It's time you start thinking about how you should plan your SEO strategies for 2021.
Important topics we will be covering include:
-- Why should we start planning SEO for 2021
-- The current SEO climate
-- SEO trends we expect to continue into 2021
-- How to effectively plan SEO for 2021
SearchLove London 2016 | Bridget Randolph | The Changing Landscape of Mobile ...Distilled
Mobile is becoming an increasingly important traffic channel, and given recent developments like app indexation and AMP (Accelerated Mobile Pages), as well as the addition of new types of devices like wearables and smart tech, understanding how it fits into the bigger search marketing picture is more crucial than ever. This session will take a look at the history of mobile search, how mobile search behaviour has impacted on desktop search, the growing significance of app content and developments such as AMP and app streaming within the search marketing landscape, and some thoughts on where the future of search is heading.
Searchlove London 2016 - The Changing Landscape of Mobile Search - Bridget Ra...Bridget Randolph
Mobile is becoming an increasingly important traffic channel, and given recent developments like app indexation and AMP (Accelerated Mobile Pages), as well as the addition of new types of devices like wearables and smart tech, understanding how it fits into the bigger search marketing picture is more crucial than ever. This session will take a look at the history of mobile search, how mobile search behaviour has impacted on desktop search, the growing significance of app content and developments such as AMP and app streaming within the search marketing landscape, and some thoughts on where the future of search is heading.
SearchLove London 2016 | Dom Woodman | How to Get Insight From Your LogsDistilled
In the SEO industry, we obsess on everything Google says, from John Mueller dropping a hint in a Webmaster Hangout, to the ranking data we spend £1000s to gather. Yet we ignore the data Google throws at us every day, the crawling data. For the longest time, site crawls, traffic data, and rankings have been the pillars of SEO data gathering. Log files should join them as something everyone is doing. We'll go through how to get everything set-up, look at some of the tools to make it easy and repeatable and go through the kinds of analysis you can do to get insights from the data.
The Alpabet of Google by Gianluca Fiorelli at The Inbounder New YorkWe Are Marketing
The document discusses Google's alphabet and priorities over time as seen through Gianluca Fiorelli's perspective. It covers Google's focus on mobile from 2016-2017, various products, patents, papers, acquisitions, and priorities like understanding information retrieval, semantic search, and personalized search. Google's checklist for priorities like mobile-first, speed, and context are also outlined.
SEO in 2017 - what do you need to know? What's changed and what are the big focus areas where you need to dedicate your time and attention to?
Come join Jenny Munn and Mickey Mellen for a two-hour session on Search Engine Optimization in 2017.
We’ll talk about what’s new with Google, such as the push for SSL and new tools like AMP, and show you what basic changes you can make to improve your site’s visibility and to drive more traffic and conversions. Get ready to roll up your sleeves and come prepared with your keywords and questions.
Mobile SEO: Closing the Mobile Search Strategy GapJustin Briggs
This document summarizes Justin Briggs' presentation on strategies for mobile search. It notes that there is a gap in mobile search strategies between desktop SEO approaches from 2001 and current tactics. It discusses opportunities in areas like app indexing, AMP, personal assistants and voice/predictive search. However, the document argues these are distractions for many businesses and advocates developing a culture focused on understanding user behavior and intent across different mobile moments. It provides recommendations around optimizing content for these moments and devices.
This document discusses new techniques for SEO in the modern age. It covers the importance of data-driven approaches like split testing over following best practices. Machine learning is becoming more important for SEO due to its use in search algorithms. A hub and spoke content model is proposed to manage content across multiple platforms. Split testing and machine learning are positioned as essential SEO techniques, with the recommendation to learn categories of machine learning rather than trying to learn the techniques directly.
Semantic SEO in 2017 & Beyond: The Ultimate GuideLissa Anderson
Implement these three SEO tactics in this ultimate semantic SEO guide for 2017 to fully optimize for voice search and the progression of Google search engine results.
Semantics are now at the core of every search query answered on Google. As important as semantics are to Google, semantic SEO should hold equal value in your digital strategy for 2017 and the future.
This document provides guidance on creating high quality content at scale for marketing success. It emphasizes the importance of content strategy and understanding audiences. Various tools are recommended for content planning, research, creation and measurement to ensure content meets audience needs and drives business goals. Resources like surveys, public data sets, and freelance platforms can be leveraged to develop audience insights and create compelling content.
Core Web Vitals and SEO: Don't Panic. Improve.Ian Lurie
Core Web Vitals will impact SEO, it's true. But we don't know how much or when. We DO know there's not going to be a rankings massacre.
I talked to X-Cart's Jeff Cohen about Core Web Vitals' potential SEO impact, what to watch for, what to worry about, and why we shouldn't panic.
Actionable Data-Driven Personas for CROMichael King
The document discusses various methods for segmenting audiences and developing personas, including:
- Using demographic and behavioral data from tools like Nielsen and Experian to identify segments
- Interviewing and surveying users to understand their needs and behaviors
- Analyzing site usage data and user profiles to learn how different user types engage
- Developing archetypal user personas with names, profiles, and quotes to represent segments
The key goal is to understand the different types of users in order to create targeted messaging and content that meets their distinct needs.
Machine Learning for Marketers by Mike King at The Inbounder New YorkWe Are Marketing
The document provides an overview of a presentation on machine learning for marketers. It discusses concepts like machine learning doomsday scenarios, the differences between machine learning, deep learning and AI, and various marketing use cases for machine learning like predictive analytics, personalization, and natural language processing. It also covers specific tools that can help marketers get started with machine learning like MonkeyLearn and Orange, and provides examples of applying different machine learning techniques and models to a sample iris petal dataset for classification tasks.
The document discusses futureproofing search engine optimization and the future of search. It makes the following key points:
1) The future of search will involve predictive and interactive assistants that understand user context to provide tailored results. Google already has many of the necessary components in place to move in this direction.
2) Search has evolved from the traditional 10 blue links format to prioritize different media types and personalized, instant results. Google's algorithms also aim to improve content quality and discourage manipulation.
3) To succeed in this evolving search landscape, SEO professionals should focus on creating hyper-targeted, utility-driven content; using structured data to trigger rich cards and featured snippets; ensuring mobile-friendliness; integrating
Getting Buy-In for Content Marketing (MozCon Remix)Michael King
This document provides tips and strategies for developing an effective content marketing pitch to gain buy-in. It discusses researching opportunities, personas, keywords, and competitors' content. Measurement planning and tying content to business goals and the customer journey are emphasized. The document also addresses potential pitfalls in pitches and how to overcome them, such as not including all stakeholders or relying too heavily on data. An example pitch to the Moz team is presented to demonstrate the concepts.
iPullRank Webinar - Forecasting and Calculating ROI for SEOMichael King
Aligning value to SEO starts with calculating the return on investment, or ROI. By taking the cost of investment into account, it’s easier to calculate the impact SEO efforts make on the bottom line.
In this webinar, we will be diving into why it's important to forecast and calculate ROI for SEO, and how to do so.
Because calculating ROI for SEO isn’t as simple as it is for other marketing channels, it’s normal for businesses to value alternative marketing efforts over SEO.
Important topics we will be covering include:
-- The Importance of ROI for SEO
-- How to Forecast SEO ROI
-- How to Measure SEO Performance
-- How to Calculate SEO ROI
Core Web Vitals and Your Search Rankings Michael King
This document discusses Core Web Vitals and their importance to search engine rankings. It begins by introducing Core Web Vitals and their measurement metrics. It then explains how page speed has long been a ranking factor for Google, especially on mobile. The document dives into details on each Core Web Vital metric and how sites can optimize to improve scores. It also summarizes a study that found the vast majority of sites had poor Core Web Vitals scores prior to the Page Experience update rollout. The document stresses the importance of page speed and stability to users and search engines.
This document discusses modern search engine optimization (SEO) strategies and techniques. It begins by describing how SEO has evolved from focusing solely on meta tags and links to encompassing broader content strategies that account for user intent, audiences, and their information needs at different stages. It emphasizes understanding users through research and personas in order to create relevant, helpful content. The document provides examples of tools and strategies for research, planning keyword-driven content and taxonomies, measuring potential content performance, optimizing metadata, and more. The overall message is that SEO and content strategy should be closely intertwined to produce content that search engines can surface to the right people.
iPullRank Webinar - Planning SEO for 2021 Michael King
Good SEO takes preparation and should not be approached as some sort of last ditch effort. It's time you start thinking about how you should plan your SEO strategies for 2021.
Important topics we will be covering include:
-- Why should we start planning SEO for 2021
-- The current SEO climate
-- SEO trends we expect to continue into 2021
-- How to effectively plan SEO for 2021
SearchLove London 2016 | Bridget Randolph | The Changing Landscape of Mobile ...Distilled
Mobile is becoming an increasingly important traffic channel, and given recent developments like app indexation and AMP (Accelerated Mobile Pages), as well as the addition of new types of devices like wearables and smart tech, understanding how it fits into the bigger search marketing picture is more crucial than ever. This session will take a look at the history of mobile search, how mobile search behaviour has impacted on desktop search, the growing significance of app content and developments such as AMP and app streaming within the search marketing landscape, and some thoughts on where the future of search is heading.
Searchlove London 2016 - The Changing Landscape of Mobile Search - Bridget Ra...Bridget Randolph
Mobile is becoming an increasingly important traffic channel, and given recent developments like app indexation and AMP (Accelerated Mobile Pages), as well as the addition of new types of devices like wearables and smart tech, understanding how it fits into the bigger search marketing picture is more crucial than ever. This session will take a look at the history of mobile search, how mobile search behaviour has impacted on desktop search, the growing significance of app content and developments such as AMP and app streaming within the search marketing landscape, and some thoughts on where the future of search is heading.
SearchLove London 2016 | Dom Woodman | How to Get Insight From Your LogsDistilled
In the SEO industry, we obsess on everything Google says, from John Mueller dropping a hint in a Webmaster Hangout, to the ranking data we spend £1000s to gather. Yet we ignore the data Google throws at us every day, the crawling data. For the longest time, site crawls, traffic data, and rankings have been the pillars of SEO data gathering. Log files should join them as something everyone is doing. We'll go through how to get everything set-up, look at some of the tools to make it easy and repeatable and go through the kinds of analysis you can do to get insights from the data.
The Alpabet of Google by Gianluca Fiorelli at The Inbounder New YorkWe Are Marketing
The document discusses Google's alphabet and priorities over time as seen through Gianluca Fiorelli's perspective. It covers Google's focus on mobile from 2016-2017, various products, patents, papers, acquisitions, and priorities like understanding information retrieval, semantic search, and personalized search. Google's checklist for priorities like mobile-first, speed, and context are also outlined.
SEO in 2017 - what do you need to know? What's changed and what are the big focus areas where you need to dedicate your time and attention to?
Come join Jenny Munn and Mickey Mellen for a two-hour session on Search Engine Optimization in 2017.
We’ll talk about what’s new with Google, such as the push for SSL and new tools like AMP, and show you what basic changes you can make to improve your site’s visibility and to drive more traffic and conversions. Get ready to roll up your sleeves and come prepared with your keywords and questions.
Mobile SEO: Closing the Mobile Search Strategy GapJustin Briggs
This document summarizes Justin Briggs' presentation on strategies for mobile search. It notes that there is a gap in mobile search strategies between desktop SEO approaches from 2001 and current tactics. It discusses opportunities in areas like app indexing, AMP, personal assistants and voice/predictive search. However, the document argues these are distractions for many businesses and advocates developing a culture focused on understanding user behavior and intent across different mobile moments. It provides recommendations around optimizing content for these moments and devices.
This document discusses new techniques for SEO in the modern age. It covers the importance of data-driven approaches like split testing over following best practices. Machine learning is becoming more important for SEO due to its use in search algorithms. A hub and spoke content model is proposed to manage content across multiple platforms. Split testing and machine learning are positioned as essential SEO techniques, with the recommendation to learn categories of machine learning rather than trying to learn the techniques directly.
Semantic SEO in 2017 & Beyond: The Ultimate GuideLissa Anderson
Implement these three SEO tactics in this ultimate semantic SEO guide for 2017 to fully optimize for voice search and the progression of Google search engine results.
Semantics are now at the core of every search query answered on Google. As important as semantics are to Google, semantic SEO should hold equal value in your digital strategy for 2017 and the future.
This document provides guidance on creating high quality content at scale for marketing success. It emphasizes the importance of content strategy and understanding audiences. Various tools are recommended for content planning, research, creation and measurement to ensure content meets audience needs and drives business goals. Resources like surveys, public data sets, and freelance platforms can be leveraged to develop audience insights and create compelling content.
Core Web Vitals and SEO: Don't Panic. Improve.Ian Lurie
Core Web Vitals will impact SEO, it's true. But we don't know how much or when. We DO know there's not going to be a rankings massacre.
I talked to X-Cart's Jeff Cohen about Core Web Vitals' potential SEO impact, what to watch for, what to worry about, and why we shouldn't panic.
Actionable Data-Driven Personas for CROMichael King
The document discusses various methods for segmenting audiences and developing personas, including:
- Using demographic and behavioral data from tools like Nielsen and Experian to identify segments
- Interviewing and surveying users to understand their needs and behaviors
- Analyzing site usage data and user profiles to learn how different user types engage
- Developing archetypal user personas with names, profiles, and quotes to represent segments
The key goal is to understand the different types of users in order to create targeted messaging and content that meets their distinct needs.
Machine Learning for Marketers by Mike King at The Inbounder New YorkWe Are Marketing
The document provides an overview of a presentation on machine learning for marketers. It discusses concepts like machine learning doomsday scenarios, the differences between machine learning, deep learning and AI, and various marketing use cases for machine learning like predictive analytics, personalization, and natural language processing. It also covers specific tools that can help marketers get started with machine learning like MonkeyLearn and Orange, and provides examples of applying different machine learning techniques and models to a sample iris petal dataset for classification tasks.
The document discusses futureproofing search engine optimization and the future of search. It makes the following key points:
1) The future of search will involve predictive and interactive assistants that understand user context to provide tailored results. Google already has many of the necessary components in place to move in this direction.
2) Search has evolved from the traditional 10 blue links format to prioritize different media types and personalized, instant results. Google's algorithms also aim to improve content quality and discourage manipulation.
3) To succeed in this evolving search landscape, SEO professionals should focus on creating hyper-targeted, utility-driven content; using structured data to trigger rich cards and featured snippets; ensuring mobile-friendliness; integrating
The document discusses futureproofing search engine optimization and the future of search. It makes the following key points:
1) The future of search will involve predictive and interactive assistants that understand user context to provide tailored results. Google already has many of the necessary components in place to become more like a "Star Trek computer".
2) Search engines have evolved from the traditional 10 blue links format to prioritize different media types and personalized, instant results. Future search will be conversational and integrated across different devices and platforms.
3) To succeed in this new search landscape, SEOs need to focus on creating hyper-targeted, utility-driven content; using structured data to trigger rich cards and featured snippets; ensuring mobile
SearchLove San Diego 2017 | Michael King | Machine DoingDistilled
Machine learning is a concept that has is turning science fiction into real technology today. However, the applications of this technology seem daunting to marketers. In this talk, Mike King shares how marketers can take advantage of machine learning using ready made tools and tactics without knowing how to code.
This document provides a summary of Michael King's presentation on the technical SEO renaissance. It discusses how SEO has evolved over time from basic tricks to a more technical focus as search engines have advanced. Key points include the growing importance of JavaScript, single page applications, HTTP headers, log file analysis, headless browsing, scraping techniques, content optimization using entities, internal linking structures, page speed optimizations, and preloading directives. The presentation argues that technical skills are now essential for SEOs to understand new developments and effectively optimize websites.
TechSEO Boost 2018: The Statelessness of Technical SEOCatalyst
Is there a state of technical SEO? Or is it simply a function of what’s happening with tech in broader disciplines like data/analytics, digital marketing, and web development? Join this session to get Mike King’s take on the state, or rather, statelessness of technical SEO. He’ll share the things you need to know to build an authentic picture of your technical SEO program and get on Google’s level.
This document provides a summary of various SEO, analytics, and content marketing tools recommended by Michael King, Director of Inbound Marketing. It includes tools for keyword research, link building, content ideas, on-page analysis, competitive analysis, link data sources, visualizing data, and managing multiple blogs. King emphasizes that while tools are useful, creativity and imagination are also important. The document encourages following King on Twitter @iPullRank to learn more about digital marketing tools and strategies.
The Technical Seo Renaissance - Mike King Glen Dimaandal
This document discusses the rise of technical SEO due to changes in web technologies like JavaScript, AngularJS, and ReactJS. It notes that search engines are now able to crawl sites rendered with JavaScript through headless browsers. It emphasizes the importance of log file analysis and ensuring sites are crawlable, including through proper prerendering setup. The document argues that technical SEO skills are now essential for SEO professionals due to the increased complexity of modern web development.
SearchLove Boston 2016 | Mike King | Developer Thinking for SEOsDistilled
Despite the huge shift to content marketing in recent years, the technical end of SEO has gotten increasingly complex and our tools are not keeping pace. As SEOs, we must develop strong working knowledge of the optimal usage of technology to get implementations accomplished. In this talk, Mike will walk through case studies, the impact of different technical implementations, and how to pull together small solutions when nothing on the shelf works for your needs.
Mike King - “Technical Marketing is Just The Price of Admission”Confluence Conference
This document discusses the need for marketers to become more technically proficient. It notes that the stock market has been transformed by high-frequency algorithmic trading, and that marketing now faces a similar problem. Marketers are not making full use of today's technologies and data opportunities. The document argues that marketers must establish a baseline of technical skills like HTML, CSS, and analytics and continue learning about new tools and coding trends to better communicate with technical teams and capitalize on emerging opportunities.
Managing Director of iPullRank, Mike King, talks about how to leverage automated testing to ensure that developers engaged in Continuous Integration don't end up accidentally breaking the optimizations in place for SEO
Scaling Quality: How to Make Remarkable content at scale for marketing sucessinteractivitymarketing
This document discusses how to create quality content at scale for marketing success. It provides tips for developing a content strategy that focuses on understanding audiences, diversifying content types, tying content to key performance indicators, and planning content creation through tools. It also offers resources for finding content ideas, collecting data, outsourcing content production, and creating content in-house. An example is provided of how to quickly make an interactive scrolling element using basic coding skills. In closing, the creator promotes their company iAcquire for executing full-scale content strategies and solutions.
Technical Marketing: The New Normal by Michael King - #SEJSummit AtlantaSearch Engine Journal
Companies like Facebook only hire technical marketers. This is fast becoming the new normal. In his session, Mike will walk us through how to foster a tech-savvy, cross-disciplinary marketing team with the right set of tools and methodologies to produce effective results for your brand.
This document provides tips on how to optimize content and advertising on LinkedIn. It discusses how the LinkedIn algorithm works, focusing on engagement and contribution. It provides dos and don'ts for content optimization, including posting frequently, using varied formats, relevant hashtags, and engaging comments. It also discusses LinkedIn's Content Marketing Score, paid advertising strategies like matched audiences and lookalike audiences, and integrating marketing and sales. The overall summary is on optimizing content and advertising approaches on LinkedIn.
This document discusses how to create quality content at scale for marketing success. It emphasizes the importance of understanding audiences and their interests in order to create engaging content. It provides tips for content strategy, including developing personas, testing ideas through keyword research and crowdsourcing, and mapping content to key performance indicators. The document also recommends tools for planning, creating, and outsourcing content production. Examples of content types and an outsourced content workflow are presented. Effective communication with creative teams and providing briefs with details on audience and data are advised. In summary, the key to successful content marketing at scale is thorough strategy and understanding of target audiences.
How to Effectively Build a Martech Stack & Integrate Your Marketing ToolsPinpointe On-Demand
Is your organization falling short when it goes to effectively managing and integrating new tools into your marketing technology stack?
Marketing technology can offer many benefits, but the real value is uncovered when it’s integrated with the other tools and processes that enable you to run your business better. Yet, for many, this can be a daunting and overwhelming task.
This slide deck from Pinpointe and Effin Amazing’s CEO, Dan McGaw for shows you how to create and document a marketing stack that easily integrates with your website, products and business tools so you can effortlessly scale your business, be more resilient, increase productivity, and create more revenue.
What you’ll learn:
- What the integration process for different tools looks like and how you should set up integrations for faster data transfer and less redundancy
- What tag management is and why how it controls and manages your customer data
- Whether or not you should be using a customer data platform for integration
- How to build a taxonomy and schema sheet
- The proper way to name the actions your users take
- How to store important demographic, technographic, and firmographic data
- How to maintain data governance in your marketing stack
If you are looking to build the operation’s foundation for long-term growth through an optimized martech strategy, view these slides and the accompanying webinar.
View webinar at http://email-marketing.pinpointe.com/webinar-how-to-build-martech-stack-mcgaw
This document provides tips for designing websites with SEO in mind. It discusses using personas and keyword research to understand user intent. The information architecture and content strategy should be mapped to semantic groups and keyword opportunities. Technical implementation includes ensuring images have alt text for accessibility, using responsive designs and standard meta data. Case studies demonstrate how this approach improved rankings and conversions for clients.
I don’t know how to run shopping ads, and at this point I’m afraid to ask.Kirk Williams
Even if you're been running Google AdWords or Bing Ads campaigns for years and are a true master of keywords, you may have never dipped into Google Shopping Ads before. In this session, we'll cover 4 main points of Shopping Ads as a great intro to doing Shopping Ads (also called PLAs) well.
This document provides instructions for dominating product launches using search engine optimization techniques. It begins by discussing choosing products to target, focusing on new and upcoming launches. It recommends comparing keyword competitiveness by checking the number of competing pages and backlinks of top ranking sites. Having an exact match domain name for the target keyword is important. The guide then discusses setting up a WordPress site on the domain for pre-launch, installing a search-friendly theme, optimizing WordPress settings, creating content, rapidly indexing the site, and building do-follow backlinks. The goal is to rank highly for the product keyword and capture sales in the launch period through organic search traffic.
Using Tags & Taxonomies to super charge your eCommerce SEOMichael King
Using tags and taxonomies can supercharge ecommerce SEO. Properly labeling products and categorizing them allows for (1) better targeting of long-tail keywords, (2) improved internal linking to distribute PageRank, and (3) helping Google's crawlers discover content more efficiently. Key recommendations include designing three-level categorization for products and using tags to link diverse products. Automating recommendations and dynamic linking based on tags and attributes can further boost performance.
iPullRank Webinar - Automated Testing For SEO With Hamlet BatistaMichael King
Welcome to iPullRank's Webinar featuring Hamlet Batista to discuss the topic "Automated Testing for SEO."
With so many cooks in the kitchen on any development project, it’s incredibly difficult as an SEO to know everything that is going on to troubleshoot what could go wrong.
Automated Testing is a way to put some safeguards in place so that if anything new in your code is rolled out, it doesn’t break something that previously existed in the code, like some previous functionality or something to that effect.
In this webinar, we will be touching on important topics such as:
-- What is automated testing and why is it important
-- The different types of automated testing
-- Different automated testing tools
-- Expert insights by Mike & Hamlet
Signup for our expert newsletter here:
https://pages.ipullrank.com/iprnewslettersignup
iPullRank Webinar - Navigating Black Friday in COVID-19Michael King
The COVID-19 pandemic changed e-commerce and consumer behavior for good, and businesses need to adapt to these changes in order to stay competitive.
In this webinar, we will be diving into the changes within the e-commerce space and how brands should prepare for Black Friday and the upcoming holiday season.
Raj Nijjer, VP of Brand Marketing at one of the most successful e-commerce marketing platform, Yotpo, will be joining us to provide valuable insights on how to better approach Black Friday SEO.
In this webinar, we will be touching base on topics such as:
-- Predicting the Holiday Season
-- How the pandemic will impact brick and mortar stores
-- Will we see a big increase in online sales compared to the start of the pandemic?
-- and MORE
Signup for our expert newsletter here:
https://pages.ipullrank.com/iprnewslettersignup
The Essentials to Modern Enterprise SEOMichael King
When approaching SEO at the enterprise level, there are many challenges and roadblocks that get in the way of effectively implementing the recommended SEO Strategies.
In this webinar, we will be touching base on topics such as:
-- How does enterprise SEO differ from 'regular' SEO
-- What are some of the biggest challenges enterprises face when implementing recommended SEO strategies
-- Specific cases of successful implementation of SEO strategies in enterprise brands
-- and MORE
Feel free to leave any questions or comments you have. Enjoy!
This document provides a summary of marketing implications and opportunities in the age of COVID-19. It discusses how the pandemic has impacted various stakeholders like producers, consumers, and marketing channels. Key points include supply chain disruptions, rising unemployment, changes in consumer behaviors like increased time spent online and shift to video content. It also outlines how brands should change their approach by focusing on search and video, addressing consumer concerns, and creating COVID-19 response content. The document emphasizes the need to audit current strategies and pivot content to focus on providing value to customers during this time.
How to Build an Empathetic Marketing Strategy During the Times of COVID19Michael King
Michael King will take you through the actionable steps your brand can take to relaunch your marketing strategy post COVID-19 lockdown. This will help you understand what aspect of your business needs the most attention in order to get back on your feet.
Michael King of iPullRank discusses Information Retrieval, Natural Language Processing and Text Analysis and how to leverage it to improve Search Engine Optimization.
Mike King examines the state of the SEO industry and talks through knowing information retrieval will help improve our understanding of Google. This talk debuted at MozCon
The document contains code snippets demonstrating basic PHP syntax including variables, arrays, conditional statements, loops and functions. It also shows examples of including external files, making API requests, and writing/reading CSV files. The code retrieves tweet count data from Twitter APIs and writes it to a CSV alongside URL data from another file.
The document discusses keyword research and strategies for understanding user intent. It provides tips for mapping keywords to user journeys and personas to gain deeper insights. Various tools for keyword research are also mentioned, including APIs that can be used to gather additional data without coding. Pivot charts and other visualizations are suggested to analyze keyword opportunities based on metrics like search volume and difficulty.
Personas: Understanding the User Behind the VisitMichael King
The document contains scripts for tracking analytics from Google and DoubleClick. It also contains code for setting custom variables, including setting a user segment variable. The document provides demographic information about a user, "Dinky Danny", including age range, location, gender, and affinity segments related to travel and health/fitness. It also contains brief text fragments about Smurfs.
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
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
We will explore the transformative journey of American Bath Group as they transitioned from a traditional monolithic CMS to a dynamic, composable martech framework using Kontent.ai. Discover the strategic decisions, challenges, and key benefits realized through adopting a headless CMS approach. Learn how composable business models empower marketers with flexibility, speed, and integration capabilities, ultimately enhancing digital experiences and operational efficiency. This session is essential for marketers looking to understand the practical impacts and advantages of composable technology in today's digital landscape. Join us to gain valuable insights and actionable takeaways from a real-world implementation that redefines the boundaries of marketing technology.
In this humorous and data-heavy Master Class, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
Did you know that while 50% of content on the internet is in English, English only makes up 26% of the world’s spoken language? And yet 87% of customers won’t buy from an English only website.
Uncover the immense potential of communicating with customers in their own language and learn how translation holds the key to unlocking global growth. Join Smartling CEO, Bryan Murphy, as he reveals how translation software can streamline the translation process and seamlessly integrate into your martech stack for optimal efficiency. And that's not all – he’ll also share some inspiring success stories and practical tips that will turbocharge your multilingual marketing efforts!
Key takeaways:
1. The growth potential of reaching customers in their native language
2. Tips to streamline translation with software and integrations to your tech stack
3. Success stories from companies that have increased lead generation, doubled revenue, and more with translation
Customer Experience is not only for B2C and big box brands. Embark on a transformative journey into the realm of B2B customer experience with our masterclass. In this dynamic session, we'll delve into the intricacies of designing and implementing seamless customer journeys that leave a lasting impression. Explore proven strategies and best practices tailored specifically for the B2B landscape, learning how to navigate complex decision-making processes and cultivate meaningful relationships with clients. From initial engagement to post-sale support, discover how to optimize every touchpoint to deliver exceptional experiences that drive loyalty and revenue growth. Join us and unlock the keys to unparalleled success in the B2B arena.
Key Takeaways:
1. Identify your customer journey and growth areas
2. Build a three-step customer experience strategy
3. Put your CX data to use and drive action in your organization
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.
This session will aim to comprehensively review the current state of artificial intelligence techniques for emotional recognition and their potential applications in optimizing digital advertising strategies. Key studies developing AI models for multimodal emotion recognition from videos, images, and neurophysiological signals were analyzed to build content for this session. The session delves deeper into the current challenges, opportunities to help realize the full benefits of emotion AI for personalized digital marketing.
Are you struggling to differentiate yourself in a saturated market? Do you find it challenging to attract and retain buyers? Learn how to effectively communicate your expertise using a Free Book Funnel designed to address these challenges and attract premium clients. This session will explore how a well-crafted book can be your most effective marketing tool, enhancing your credibility while significantly increasing your leads and sales while decreasing overall lead cost. Unpacking practical steps to create a magnetic book funnel that not only draws in your ideal customers, but also keeps them engaged. Break through the noise in the marketing world and leave with a blueprint that will transform your sales strategy.
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.
Breaking Silos To Break Bank: Shattering The Divide Between Search And SocialNavah Hopkins
At Mozcon 2024 I shared this deck on bridging the divide between search and social. We began by acknowledging that search-first marketers are used to different rules of engagement than social marketers. We also looked at how both channels treat creative, audiences, bidding/budgeting, and AI. We finished by going through how they can win together including UTM audits, harvesting comments from both to inform creative, and allowing for non-login forums to be part of your marketing strategy.
I themed this deck using Baldur's Gate 3 characters: Gale as Search and Astarion as Social
Efficient Website Management for Digital Marketing ProsLauren Polinsky
Learn how to optimize website projects, leverage SEO tactics effectively, and implement product-led marketing approaches for enhanced digital presence and ROI.
This session is your key to unlocking the secrets of successful digital marketing campaigns and maximizing your business's online potential.
Actionable tactics you can apply after this session:
- Streamlined Website Management: Discover techniques to streamline website development, manage day-to-day operations efficiently, and ensure smooth project execution.
- Effective SEO Practices: Gain valuable insights into optimizing your website for search engines, improving visibility, and driving organic traffic to your digital assets.
- Leverage Product-Led Marketing: Explore strategies for incorporating product-led marketing principles into your digital marketing efforts, enhancing user engagement and driving conversions.
Don't miss out on this opportunity to elevate your digital marketing game and achieve tangible results!
In this dynamic session titled "Future-Proof Like Beyoncé: Syncing Email and Social Media for Iconic Brand Longevity," Carlos Gil, U.S. Brand Evangelist for GetResponse, unveils how to safeguard and elevate your digital marketing strategy. Explore how integrating email marketing with social media can not only increase your brand's reach but also secure its future in the ever-changing digital landscape. Carlos will share invaluable insights on developing a robust email list, leveraging data integration for targeted campaigns, and implementing AI tools to enhance cross-platform engagement. Attendees will learn how to maintain a consistent brand voice across all channels and adapt to platform changes proactively. This session is essential for marketers aiming to diversify their online presence and minimize dependence on any single platform. Join Carlos to discover how to turn social media followers into loyal email subscribers and ultimately, drive sustainable growth and revenue for your brand. By harnessing the best practices and innovative strategies discussed, you will be equipped to navigate the challenges of the digital age, ensuring your brand remains relevant and resonant with your audience, no matter the platform. Don’t miss this opportunity to transform your approach and achieve iconic brand longevity akin to Beyoncé's enduring influence in the entertainment industry.
Key Takeaways:
Integration of Email and Social Media: Understanding how to seamlessly integrate email marketing with social media efforts to expand reach and reinforce brand presence. Building a Robust Email List: Strategies for developing a strong email list that provides a direct line of communication to your audience, independent of social media algorithms. Data Integration for Targeted Campaigns: Leveraging combined data from email and social media to create personalized, targeted marketing campaigns that resonate with the audience. Utilization of AI Tools: Implementing AI and automation tools to enhance efficiency and effectiveness across marketing channels. Consistent Brand Voice Across Platforms: Maintaining a unified brand voice and message across all digital platforms to strengthen brand identity and user trust. Proactive Adaptation to Platform Changes: Staying ahead of social media platform changes and algorithm updates to keep engagement high and interactions meaningful. Conversion of Social Followers to Email Subscribers: Techniques to encourage social media followers to subscribe to email, ensuring a direct and consistent connection. Sustainable Growth and Minimized Platform Dependence: Strategies to diversify digital presence and reduce reliance on any single social media platform, thereby mitigating risks associated with platform volatility.
Yes, It's Your Fault Book Launch WebinarDemandbase
From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth.
Tired of the perpetual tug-of-war between your sales and marketing teams? Come hear Demandbase Chief Marketing Officer, Kelly Hopping and Chief Sales Officer, John Eitel discuss key insights from their new book, “Yes, It’s Your Fault! From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth.”
They’ll share their no-nonsense approach to bridging the sales and marketing divide to drive true collaboration — once and for all.
In this webinar, you’ll discover:
The underlying dynamics fueling sales and marketing misalignment
How to implement practical solutions without disrupting day-to-day operations
How to cultivate a culture of collaboration and unity for long-term success
How to align on metrics that matter
Why it’s essential to break down technology and data silos
How ABM can be a powerful unifier
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.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
9. You Don’t Need New Tactics…
But if youwant some here goes…
10. IPULLRANK.COM @ IPULLRANK
We Only Use Two Outreach Tools
Depending onthe type of outreachwe need to dowe use either Pitchbox or BuzzStream. Pitchbox for the more process driven scaledoutreach and BuzzStream for the more relationship drivenPR outreach.
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The Value of Pitchbox
Pitchbox value comes in the ability to do prospecting, manage outreach and have analytics on outreach projects all in one place.
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Form Letters in Pitchbox
Pitchbox also allows youto dobuild form letters that are personalized by members the teamwhose specific user role is just to personalize. These can be reviewedbefore they are sent out.
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Separation of Concerns
This person runs queries
and traverses the web
identifying websites for
outreach.
ONE
Prospector
This person reviews
the sites and inputs
features for
personalization of
form letters.
TWO
Personalizer
This person writes
form letters, approves
initial outreach
personalization and
responses to
responses
THREE
Outreach Specialist
Pitchbox allows you the effectively turn yourlink building effortsinto a processor an assembly linewith veryfew people that
specialize.You can effectivelysend thousandsof firsttouch emails per week.
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The BuzzMarker is Fire
Using the BuzzStream’s BuzzMarker plugin is super useful for quickly capturing prospects in freeform as well.
http://www.buzzstream.com/blog/buzzmarker-for-chrome.html
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Tactic – Reach Out About Most Popular Content
Use Buzzsumo to identify the most popular post on a domain and use that in your email because it’s natural that someone would reach out to talk
about something people are already sharing. http://www.buzzsumo.com
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Persona-based Outreach
Persona-driven outreach can help you in prospecting and in developing form letters that will perform. Check out this post by Justin Briggs
http://outspokenmedia.com/seo/content-based-outreach-for-link -building/ and my Whiteboard Friday http://moz.com/blog/scalable-link-building-
using-social-media-whiteboard-friday
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Video Outreach with BombBomb
Perform video outreach to which has inherent proof that you are an actual person rather than just a spammer. Use Bomb Bomb https://bombbomb.com/
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Credit Requests
Reach out to anyone that uses your photos or excerpts of your text and request a link back as a credit. Use Copyscape, Google, Google Reverse
Image Search
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Vendor Case Studies
Identify what vendors your site or client is usingwith BuiltWith andreach out to the those companies to doa case study or give a testimonial to get a link back. http://www.builtwith.com
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Brand Fans
Find link building quick hits by pulling twitter followers using SimplyMeasured or FollowerWonk and comparing themto the link profile with Majestic, OpenSiteExplorer or Ahrefs.
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Brand Fan Issues
One issue with using OpenSiteExplorerfor this is thatyou can’t exportALL of your links.An issue with the Twitterexportis the
shortened links.
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Brand Fans Fixes
Step 2
Use my simple ExpandURL tool with the
SEOTools DownloadString function.
Step 1
Download SEOTools for Excel by Neils Bosma
http://nielsbosma.se/projects/seotools/
=DownloadString(“http://www.ipullrank.com/tools/expandurl/?u
rl=[INSERT SHORTENED URL HERE]”)
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You Don‘t Need More Tactics
Jon Cooper (@PointBlankSEO) has put together the most robust resource for link buildingtactics out there. Youdon’t need any more tactics. http://pointblankseo.com/link-building-strategies
25. More so than tactics, you need
to establish a baseline of
requirements and figure out
how to scale.
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We Specify Requirements
Varied and Integrated Tactics
Most clients want to pin you down into
one or two tactics that live completely
outside of their marketing efforts. We
demand the opposite and won’t do
outreach without strong content.
Branded Email Address
Outreach on behalf of a brand is always
more effective when coming from the a
branded email.
Visibility into analytics
I’ve found that link building only clients
generally don’t like to sharetheir analytics.
This is unacceptable as we need to
determine business impact of our efforts.
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AI is Comprised of Many Disciplines
Deep Learning is a subset of Machine Learning is a subset of Artificial Intelligence.
AI many branches of which machine learning is a core branch that we can execute.
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Improved Google Translate from Scratch in 2 Months
A team rebuilt the broken Google Translate using Machine Learning and within 2 months it was already as good as the version that had taken years to build.
39. Ok. So, What Is Machine Learning?
“Machine learning is a type of artificial
intelligence that provides computers with
the ability to learn without being explicitly
programmed.”
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Supervised Learning
The machine looks for patterns that match the labeled data that you provide and classifies new data based on that.
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Reinforcement Learning
With reinforcement learning, the model is continually trained based on new data thereby improving the classifier’s ability to perform.
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The Machine Learning
Process
GET & PREPARE
YOUR DATA
You identifyand clean
your dataset in
preparationfor solving
the machine learning
problem
CHOOSE YOUR
MODEL TRAIN YOUR
CLASSIFIER
You chose the
algorithmor model
that you believe will
yield the best results
then run it in order to
trainyour classifier.
SCORE AND
EVALUATE
You score the
accuracy and
precision of the
classifier and test it
against other
algorithmsto see what
performs best.
PREDICT OR
IDENTIFY OUTCOMES
Once you are happy
withthe results, you
use the classifier
moving forwardto
make conclusions
about new data.
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This is an example of how you could
predict the demand of cars for a car
rental company. It follows the same
framework.
Car Rental Example
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AI Is Gonna Steal Your Job?
One of the more common fears of middle America around the idea of artificial intelligence is that robots will replace humans in their jobs.
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Training Chatbots
Training chatbots is
similar to training
ML classifiers in that
you take a
knowledge base and
run it through NLP
then tune it with
regard to
conversations.
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K-Fold Cross Validation is a Guess and Check
Try out a model and validate it using k-fold cross validation.
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How to Choose a Machine
Learning Model
https://docs.microsoft.com/en-us/azure/machine-learning/machine-learning-algorithm-choice
70. If outreach is like sales and many sales
tools have solved this, how can we
apply the same to outreach?
71. IPULLRANK.COM @ IPULLRANKMost machine learning is done inR or Python, but those are programming languages, but you’re marketers so let’s figure out some things youcan use without too muchcoding.
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3 Things Machine Learning Can Help Scale in Outreach
Prospecting
Overcoming
Objections
Initial
Outreach
Research
75. We’re going to perform supervised
machine learning to predict which sites
are worthwhile prospects based on our
previous research.
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Collect, Clean and Setup Whatever Data You Have
If it’s a prospect you used, mark it as a , if it was disapproved, mark it as a 0. If there are rows that are missing data remove them.
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Import Your Data
Specify the column where you have
marked a site/page as approved as
your target attribute. Skip any text-
based attributes.
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Research – CrystalKnows
This tool is an example of user segmentation based on social media data http://www.crystalknows.com
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Research – PeoplePattern
People Pattern is an enterprise tool that accomplishes similar goals, but could allow you to segment outreach targets https://www.peoplepattern.com/
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Setup your Responses with Key Variables
Based on what the user mightsay in their response to you, setup your own responses and use variables so those responses are contextual and logical. The botwill continue to learn based on the emails itgets.
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Connect Your Bot to Email Using Zapier
You can avoid the coding element by setting up a trigger in Gmail for newemail, connecting to the API with the POSTaction and sending an email once theresponse is returned
89. These are all relatively simple to do,
but if you want some help…
93. Final Thought
Machines are not going to replace humans at
outreach, but there are certain components of
the busywork that we can train it to do wellto
help us scale.