The document discusses how experiments can help small and medium sized brands build their content and brand. It argues that experiments don't just apply to areas like user experience, email, search engine optimization, and paid media, but can also be used for content marketing on platforms like Reddit, Medium, and LinkedIn. The document provides tips for how to validate experiments by testing different channels, approaches, and topics. It also presents a 70-20-10 model from Coca-Cola for dividing content into low, innovative, and high-risk categories. The overall message is that embracing some chaos through constant experimentation can drive real results for brands.
SearchLove San Diego 2017 | Ross Simmonds | Content Chaos: Generating Tractio...Distilled
Ross will take a look at how taking risks on content and making investments can work out in a big way for brands and marketers. Whether it’s experimenting with content on Reddit, Slideshare, Quora or Instagram, Ross shares some of the best lessons he's learned over the years.
The document discusses strategies for maintaining legacy code. It argues that a positive mindset and language is important when working on older projects. Modern techniques can and should be applied to legacy code while also respecting the past. The document recommends establishing maintenance systems like continuous integration and automated testing rather than goals to help reduce software entropy over time.
Connecting The Dots: Building Your Brand Across ChannelsVictoria Young
Applying the Brands As Patterns framework for designing your brand strategy across channels. Case studies on how Google, Chobani and TOMS Shoes are developing brand patterns on Facebook, Twitter, and YouTube through strategic storytelling and effective content marketing.
Basics on starting, funding and scaling startups at ESADE business schoolMichael Wolfe
This is a presentation given to a group of ESADE business school alumni in Barcelona in March, 2014. It covers the basics of why startups exist and what it takes to found, fund, and grow one.
Why Branding is Dead, and Why Mindset Is Your Only Hope In the Future [webinar]eCornell
visit eCornell's blog: http://bit.ly/1wY7iqj
There was more content created online in the last two years than was created in all of the prior 2000 years. Every conversation, tweet, and piece of content is a part of your brand image, and impacts a prospect’s experience with your brand.
The future success of your brand relies on you being able to provide and manage a positive experience across over 60+ marketing channels, 24 hours a day. Simple branding no longer works; the only sustainable way to consistently provide a positive experience to your prospects is by understanding Mindset.
Salesforce.com’s Mathew Sweezey explains why the modern digital landscape has killed the traditional concept of branding, and why Mindset is your only hope for building a consistent brand in the future.
Mathew Sweezey is the Head of B2B Marketing Thought Leadership for Salesforce.com. A consummate writer, he authors a column for Clickz.com on marketing automation, has been featured in publications such as Marketing Automation Times, DemandGen Report, Marketing Sherpa, ZDNet, and is the author of Marketing Automation for Dummies. Mathew speaks more than 50 times per year around the world at events such as Conversion Conference, Dreamforce, SugarCon, and to companies including Microsoft, Investec, NetJets, and Restaurants.com, to name a few.
We’ve heard it all before: “Right User. Right Time. Right Message.”
In a world of automation in the PPC landscape, it seems that marketers can lose control of their ad messaging if they’re not careful. Learn how to navigate ad formats such as RSAs and other responsive formats, create winning ad copy that resonates and “test” ads in today’s world.
As automation opportunities expand and creative needs grow, this is sure to be one presentation you don’t want to miss! So join us on Wednesday, September 25th, at Rocket55 in Northeast Minneapolis to hear Brooke Osmundson of NordicClick Interactive give the skinny on all the above!
Let’s face it, you’ve been cranking content out for years and the majority of it isn’t successful. Learn how The Motley Fool’s Alli Berry has been applying the principles of the popular KonMari Method™ to allow their best web pages to flourish by pruning unsuccessful content. In this session, you will learn a systematic way to uncover and improve your best performing content, find “too similar” pages that are cannibalizing your efforts, and develop a redirect strategy that will lead to organic growth.
SearchLove San Diego 2017 | Ross Simmonds | Content Chaos: Generating Tractio...Distilled
Ross will take a look at how taking risks on content and making investments can work out in a big way for brands and marketers. Whether it’s experimenting with content on Reddit, Slideshare, Quora or Instagram, Ross shares some of the best lessons he's learned over the years.
The document discusses strategies for maintaining legacy code. It argues that a positive mindset and language is important when working on older projects. Modern techniques can and should be applied to legacy code while also respecting the past. The document recommends establishing maintenance systems like continuous integration and automated testing rather than goals to help reduce software entropy over time.
Connecting The Dots: Building Your Brand Across ChannelsVictoria Young
Applying the Brands As Patterns framework for designing your brand strategy across channels. Case studies on how Google, Chobani and TOMS Shoes are developing brand patterns on Facebook, Twitter, and YouTube through strategic storytelling and effective content marketing.
Basics on starting, funding and scaling startups at ESADE business schoolMichael Wolfe
This is a presentation given to a group of ESADE business school alumni in Barcelona in March, 2014. It covers the basics of why startups exist and what it takes to found, fund, and grow one.
Why Branding is Dead, and Why Mindset Is Your Only Hope In the Future [webinar]eCornell
visit eCornell's blog: http://bit.ly/1wY7iqj
There was more content created online in the last two years than was created in all of the prior 2000 years. Every conversation, tweet, and piece of content is a part of your brand image, and impacts a prospect’s experience with your brand.
The future success of your brand relies on you being able to provide and manage a positive experience across over 60+ marketing channels, 24 hours a day. Simple branding no longer works; the only sustainable way to consistently provide a positive experience to your prospects is by understanding Mindset.
Salesforce.com’s Mathew Sweezey explains why the modern digital landscape has killed the traditional concept of branding, and why Mindset is your only hope for building a consistent brand in the future.
Mathew Sweezey is the Head of B2B Marketing Thought Leadership for Salesforce.com. A consummate writer, he authors a column for Clickz.com on marketing automation, has been featured in publications such as Marketing Automation Times, DemandGen Report, Marketing Sherpa, ZDNet, and is the author of Marketing Automation for Dummies. Mathew speaks more than 50 times per year around the world at events such as Conversion Conference, Dreamforce, SugarCon, and to companies including Microsoft, Investec, NetJets, and Restaurants.com, to name a few.
We’ve heard it all before: “Right User. Right Time. Right Message.”
In a world of automation in the PPC landscape, it seems that marketers can lose control of their ad messaging if they’re not careful. Learn how to navigate ad formats such as RSAs and other responsive formats, create winning ad copy that resonates and “test” ads in today’s world.
As automation opportunities expand and creative needs grow, this is sure to be one presentation you don’t want to miss! So join us on Wednesday, September 25th, at Rocket55 in Northeast Minneapolis to hear Brooke Osmundson of NordicClick Interactive give the skinny on all the above!
Let’s face it, you’ve been cranking content out for years and the majority of it isn’t successful. Learn how The Motley Fool’s Alli Berry has been applying the principles of the popular KonMari Method™ to allow their best web pages to flourish by pruning unsuccessful content. In this session, you will learn a systematic way to uncover and improve your best performing content, find “too similar” pages that are cannibalizing your efforts, and develop a redirect strategy that will lead to organic growth.
The document outlines Jenny Halasz's presentation on the next frontier of SEO and analytics. The presentation agenda includes considering search engine results pages, predicting changes, opportunities in voice search, developing a data-driven plan, and using the KICC Method to understand user intent. The KICC Method is a four-step approach involving keyword mapping, intention analysis, click-through rate optimization, and content gap analysis. Halasz also discusses the importance of understanding what the user "wants" from a query and focusing on the customer rather than just the product. The goal of the presentation is to help attendees optimize their SEO and analytics using techniques like intention analysis, CTR optimization, and identifying new content opportunities.
Will Scott, CEO of Search Influence, gave a presentation on how local businesses can build their brand through PR, social media, and local engagement. He discussed how brands create trust, credibility and recognition. He provided examples of small, local brands that have successfully built their brand identity through consistent messaging, audience engagement, online reviews, and influencer marketing. Scott also presented case studies of how Tulane University's School of Professional Advancement used PR and content marketing tactics to build awareness of its career-focused programs for adults and veterans.
These days, almost all discussion of local search revolves around GMB. However, this is a concept that needs to change. As more searches crave more local results, Google will continue to deliver those across its platform. How do you increase your search market share beyond GMB? And just what do you do with GMB after you have exhausted your options?
Creating a successful content strategy is really hard. Competition is growing and Google continuously refines its understanding of relevance and authority.
Blogs are the wrong approach to tackle that challenge. Instead, I want to propose Microsites as a vehicle.
In this presentation, I’m using examples from Atlassian, G2, Backlinko, and others to show how Microsites 2.0 are being built, why they’re the better framework and how you can set them up for yourself.
Search engines have spent years telling marketers to just focus on "making great content," but what does that truly mean to a robot? When you dig into Information Retrieval, the Computer Science behind search engines, it becomes clear that there is a specific statistical expectation that drives the understanding of what content is relevant for which queries.
In this talk, Mike King will be discussing the text analysis concepts behind how content is processed and how we as marketers can harness it to develop more optimized content.
Telling clients everything is going great? Best! Spending hours downloading CSV files and taking screenshots? Worst! Going over that report you spent hours on and realizing that no one understands it but you? The absolute worst!
In this talk, you'll learn how to make better reports — including automation, design, and goal setting.
Cindy Krum is the Chief Executive Officer of MobileMoxie, LLC (Previously Rank-Mobile LLC), which launched in 2008. For the past 10 years, she has been bringing fresh and creative ideas to her clients, regularly speaking at national and international trade events about mobile web marketing, mobile SEO and app SEO. Her company launched the first mobile-focused SEO toolset and APIs to help other SEO tools provide better insights into the mobile market and use-case.
In-Market and Affinity Audiences. Customer Match. Custom Intent. Demographic targeting. Google’s catalog of audience targeting options has exploded over the past couple of years.
In this talk, we will cover how to make Google Ads’ ever-growing audience targeting options work for you on a layer-by-layer basis. Attendees will be given strategies for simple tests that can be rolled out right away, to campaign overhauls through data analysis and audience discovery. We will introduce new ideas for new audience layers including remarketing and customer match approaches.
We will discuss some examples of tests gone wrong, such as the common problem of limiting audiences so severely that they halt spend altogether. And we will discuss how to overcome these key pitfalls for those who are just starting to use Google audience targeting in earnest across their search ad campaigns.
This document provides an overview of paid search advertising options across Amazon, Google, and Microsoft. It discusses how each platform has rebranded and expanded their advertising offerings in recent years. Key points covered include Amazon's DSP and various ad formats, Google's Shopping Actions and Express, and Microsoft Advertising's co-op bidding and expanded capabilities beyond search. The document recommends that marketers diversify across channels, learn more about each platform's transaction features, and ensure quality product data to take advantage of emerging paid search opportunities.
LinkedIn Ads features, hands-down, the best B2B targeting on the planet. It’s also unapologetically expensive, meaning that any mistake becomes an expensive one. Join AJ Wilcox, LinkedIn Ads expert and founder of B2Linked.com, as he walks you through advanced strategies that you can use today to get the most out of your LinkedIn Ads campaigns. We’ll focus on achieving scale and performance while minimizing costs. Using these strategies, you’ll become the marketer whom the sales team worships!
Advances in machine learning are responsible for ever-more automated campaign management from Google in the form of close variants, smart bidding, smart campaigns, similar audiences, etc. Do these automations really drive better results? How can PPC managers leverage this free technology to free up time to work on new things? And what are the best new things to focus on to drive exponential growth? Join Fred Vallaeys to learn more about free automation tools you can start using today to become a PPC rockstar.
Google Data Studio is a great way to create compelling data visualizations...for free! And Google Sheets is a powerful free tool that many search marketers swear by. Individually they are awesome tools that can help you communicate your value to stake holders. But when you add Supermetrics to the mix you've created a data visualization powerhouse. I'll show you how to put these three tools together to prove your value.
Keyword research is imperative when writing any type of content on your site or for your clients. With so many tools out there, learn what some of the best tools are there in the market and how to utilize key features from each of them from Ahrefs to Google Keyword Planner and more.
Screaming Frog scrapes a lot of critical information by default; page titles, H1 elements, canonical tags, etc. But what if you want to pull other data points into your site crawls? With Custom Extraction, you can program Screaming Frog to scrape just about any information you want. Once you get a handle on how to use it, you can conduct more advanced site crawls and analysis.
Getting the attention of someone that’s never heard of your brand before gets more and more difficult every year. Securing influential advocates to link and share is critical to both top of funnel awareness and conversion-driving trust. But counting on free samples and demos won’t be enough to entice influencers to shout your praises. You are going to have to market the value of a business partnership to them just like you are marketing your product/service to your customers.
The value of storytelling for marketing has been all but evangelized in recent years, and for good reason. A well-crafted story has the ability to clearly convey a message, motivate emotion in a buyer, and even build loyal relationships to a brand. But how do you actually create a storytelling campaign from beginning to end? How do you incorporate it into blogs, emails, and brief social media posts. This talk will discuss the steps you need to take to find the right idea, put it to the keyboard, and create your campaign from beginning to end.
In the fast-paced world of Facebook advertising, cutting edge is king, and the marketplace is rife with people selling silver bullets. Savvy marketers know they can’t lazily rely on a conversion campaign to get it done for them any longer: higher-funnel awareness, ongoing engagement and good ol’ fashioned brand building are key to kicking ass.
In this session Joy Hawkins and Darren Shaw will take a deep dive into some of the changes that have happened in the last year for local search. They’ll highlight 6 of the most-talked-about changes and tell you what you need to know to stay ahead in your Local SEO strategy. They’ll answer questions such as does this change impact my visibility on Google? Does this new feature Google launched impact my ranking? Does this change impact the strategy you should be using regularly when approaching SEO?
Learn about the different things you can and cannot automate in SEO, saving you time and enabling more advanced work. Discover free tools, such as KNIME, and learn how to use them to begin your automation efforts. Finally, learn what an API is and how it can help you and your SEO work
SEO has always sat at the intersection between being a science and an art. We all love to try out new ideas and try to understand what makes the search engines tick, but it can be frustrating to have to cut through the guesswork and speculation just to figure out what Google really wants from us. Even worse, we still find ourselves making SEO changes, seeing uplifts, but then not knowing which changes actually had any impact.
Fortunately, new software and better technologies now make it possible to run proper SEO-focused tests and, for the first time, actually measure the impact that each SEO change has on our site. Rob will share these techniques, discuss some of the experiments that Distilled has been running, reveal the unexpected things they’ve learned along the way, and share how you can start running experiments yourself.
Empowering Influencers: The New Center of Brand-Consumer Dynamics
In the current market landscape, establishing genuine connections with consumers is crucial. This presentation, "Empowering Influencers: The New Center of Brand-Consumer Dynamics," explores how influencers have become pivotal in shaping brand-consumer relationships. We will examine the strategic use of influencers to create authentic, engaging narratives that resonate deeply with target audiences, driving success in the evolved purchase funnel.
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
More Related Content
More from MnSearch, The Minnesota Search Engine Marketing Association
The document outlines Jenny Halasz's presentation on the next frontier of SEO and analytics. The presentation agenda includes considering search engine results pages, predicting changes, opportunities in voice search, developing a data-driven plan, and using the KICC Method to understand user intent. The KICC Method is a four-step approach involving keyword mapping, intention analysis, click-through rate optimization, and content gap analysis. Halasz also discusses the importance of understanding what the user "wants" from a query and focusing on the customer rather than just the product. The goal of the presentation is to help attendees optimize their SEO and analytics using techniques like intention analysis, CTR optimization, and identifying new content opportunities.
Will Scott, CEO of Search Influence, gave a presentation on how local businesses can build their brand through PR, social media, and local engagement. He discussed how brands create trust, credibility and recognition. He provided examples of small, local brands that have successfully built their brand identity through consistent messaging, audience engagement, online reviews, and influencer marketing. Scott also presented case studies of how Tulane University's School of Professional Advancement used PR and content marketing tactics to build awareness of its career-focused programs for adults and veterans.
These days, almost all discussion of local search revolves around GMB. However, this is a concept that needs to change. As more searches crave more local results, Google will continue to deliver those across its platform. How do you increase your search market share beyond GMB? And just what do you do with GMB after you have exhausted your options?
Creating a successful content strategy is really hard. Competition is growing and Google continuously refines its understanding of relevance and authority.
Blogs are the wrong approach to tackle that challenge. Instead, I want to propose Microsites as a vehicle.
In this presentation, I’m using examples from Atlassian, G2, Backlinko, and others to show how Microsites 2.0 are being built, why they’re the better framework and how you can set them up for yourself.
Search engines have spent years telling marketers to just focus on "making great content," but what does that truly mean to a robot? When you dig into Information Retrieval, the Computer Science behind search engines, it becomes clear that there is a specific statistical expectation that drives the understanding of what content is relevant for which queries.
In this talk, Mike King will be discussing the text analysis concepts behind how content is processed and how we as marketers can harness it to develop more optimized content.
Telling clients everything is going great? Best! Spending hours downloading CSV files and taking screenshots? Worst! Going over that report you spent hours on and realizing that no one understands it but you? The absolute worst!
In this talk, you'll learn how to make better reports — including automation, design, and goal setting.
Cindy Krum is the Chief Executive Officer of MobileMoxie, LLC (Previously Rank-Mobile LLC), which launched in 2008. For the past 10 years, she has been bringing fresh and creative ideas to her clients, regularly speaking at national and international trade events about mobile web marketing, mobile SEO and app SEO. Her company launched the first mobile-focused SEO toolset and APIs to help other SEO tools provide better insights into the mobile market and use-case.
In-Market and Affinity Audiences. Customer Match. Custom Intent. Demographic targeting. Google’s catalog of audience targeting options has exploded over the past couple of years.
In this talk, we will cover how to make Google Ads’ ever-growing audience targeting options work for you on a layer-by-layer basis. Attendees will be given strategies for simple tests that can be rolled out right away, to campaign overhauls through data analysis and audience discovery. We will introduce new ideas for new audience layers including remarketing and customer match approaches.
We will discuss some examples of tests gone wrong, such as the common problem of limiting audiences so severely that they halt spend altogether. And we will discuss how to overcome these key pitfalls for those who are just starting to use Google audience targeting in earnest across their search ad campaigns.
This document provides an overview of paid search advertising options across Amazon, Google, and Microsoft. It discusses how each platform has rebranded and expanded their advertising offerings in recent years. Key points covered include Amazon's DSP and various ad formats, Google's Shopping Actions and Express, and Microsoft Advertising's co-op bidding and expanded capabilities beyond search. The document recommends that marketers diversify across channels, learn more about each platform's transaction features, and ensure quality product data to take advantage of emerging paid search opportunities.
LinkedIn Ads features, hands-down, the best B2B targeting on the planet. It’s also unapologetically expensive, meaning that any mistake becomes an expensive one. Join AJ Wilcox, LinkedIn Ads expert and founder of B2Linked.com, as he walks you through advanced strategies that you can use today to get the most out of your LinkedIn Ads campaigns. We’ll focus on achieving scale and performance while minimizing costs. Using these strategies, you’ll become the marketer whom the sales team worships!
Advances in machine learning are responsible for ever-more automated campaign management from Google in the form of close variants, smart bidding, smart campaigns, similar audiences, etc. Do these automations really drive better results? How can PPC managers leverage this free technology to free up time to work on new things? And what are the best new things to focus on to drive exponential growth? Join Fred Vallaeys to learn more about free automation tools you can start using today to become a PPC rockstar.
Google Data Studio is a great way to create compelling data visualizations...for free! And Google Sheets is a powerful free tool that many search marketers swear by. Individually they are awesome tools that can help you communicate your value to stake holders. But when you add Supermetrics to the mix you've created a data visualization powerhouse. I'll show you how to put these three tools together to prove your value.
Keyword research is imperative when writing any type of content on your site or for your clients. With so many tools out there, learn what some of the best tools are there in the market and how to utilize key features from each of them from Ahrefs to Google Keyword Planner and more.
Screaming Frog scrapes a lot of critical information by default; page titles, H1 elements, canonical tags, etc. But what if you want to pull other data points into your site crawls? With Custom Extraction, you can program Screaming Frog to scrape just about any information you want. Once you get a handle on how to use it, you can conduct more advanced site crawls and analysis.
Getting the attention of someone that’s never heard of your brand before gets more and more difficult every year. Securing influential advocates to link and share is critical to both top of funnel awareness and conversion-driving trust. But counting on free samples and demos won’t be enough to entice influencers to shout your praises. You are going to have to market the value of a business partnership to them just like you are marketing your product/service to your customers.
The value of storytelling for marketing has been all but evangelized in recent years, and for good reason. A well-crafted story has the ability to clearly convey a message, motivate emotion in a buyer, and even build loyal relationships to a brand. But how do you actually create a storytelling campaign from beginning to end? How do you incorporate it into blogs, emails, and brief social media posts. This talk will discuss the steps you need to take to find the right idea, put it to the keyboard, and create your campaign from beginning to end.
In the fast-paced world of Facebook advertising, cutting edge is king, and the marketplace is rife with people selling silver bullets. Savvy marketers know they can’t lazily rely on a conversion campaign to get it done for them any longer: higher-funnel awareness, ongoing engagement and good ol’ fashioned brand building are key to kicking ass.
In this session Joy Hawkins and Darren Shaw will take a deep dive into some of the changes that have happened in the last year for local search. They’ll highlight 6 of the most-talked-about changes and tell you what you need to know to stay ahead in your Local SEO strategy. They’ll answer questions such as does this change impact my visibility on Google? Does this new feature Google launched impact my ranking? Does this change impact the strategy you should be using regularly when approaching SEO?
Learn about the different things you can and cannot automate in SEO, saving you time and enabling more advanced work. Discover free tools, such as KNIME, and learn how to use them to begin your automation efforts. Finally, learn what an API is and how it can help you and your SEO work
SEO has always sat at the intersection between being a science and an art. We all love to try out new ideas and try to understand what makes the search engines tick, but it can be frustrating to have to cut through the guesswork and speculation just to figure out what Google really wants from us. Even worse, we still find ourselves making SEO changes, seeing uplifts, but then not knowing which changes actually had any impact.
Fortunately, new software and better technologies now make it possible to run proper SEO-focused tests and, for the first time, actually measure the impact that each SEO change has on our site. Rob will share these techniques, discuss some of the experiments that Distilled has been running, reveal the unexpected things they’ve learned along the way, and share how you can start running experiments yourself.
More from MnSearch, The Minnesota Search Engine Marketing Association (20)
Empowering Influencers: The New Center of Brand-Consumer Dynamics
In the current market landscape, establishing genuine connections with consumers is crucial. This presentation, "Empowering Influencers: The New Center of Brand-Consumer Dynamics," explores how influencers have become pivotal in shaping brand-consumer relationships. We will examine the strategic use of influencers to create authentic, engaging narratives that resonate deeply with target audiences, driving success in the evolved purchase funnel.
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
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Digital marketing leverages digital channels such as SEO, content marketing, social media, PPC, and email to promote products or services. It includes affiliate and influencer marketing, mobile strategies, and online PR. Marketing automation helps streamline efforts, while analytics guide data-driven decisions. The objective is to engage target audiences, drive conversions, and build brand loyalty by reaching customers in the digital spaces they frequent.The future of digital marketing will be driven by advancements in artificial intelligence (AI) for personalized content and customer service, and the rise of voice search optimization due to smart speakers. Video content, especially short-form videos, will continue to dominate, while augmented reality (AR) and virtual reality (VR) will enhance customer experiences. Emphasis on data privacy and compliance will grow, alongside the need for seamless omnichannel marketing. Blockchain technology will offer secure digital advertising, and sustainability will become a key focus. With the advent of 5G technology, faster mobile internet will enable new innovations, and advanced personalization will deliver highly relevant content to users.
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In today’s fast-paced world, stress and anxiety have become common companions for many. With constant connectivity and an unending stream of information, finding moments of peace can seem like an insurmountable challenge. However, mindfulness techniques offer a beacon of calm amidst the chaos, helping individuals to center themselves and find balance. These practices, rooted in ancient traditions and supported by modern science, are accessible to everyone and can profoundly impact mental and emotional well-being.
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.
INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptxGiorgio Chiesa
This presentation is recommended for those who want to know more about SEO. It explains the main theoretical and practical aspects that influence the positioning of websites in search engines.
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
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptxBoston SEO Services
From Hope to Despair: The Top 10 Reasons Businesses Ditch SEO Tactics
Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge.
In this blog, we delve deep into the top 10 reasons why businesses ditch SEO tactics, uncovering the pain points that may resonate with you:
1. Algorithm Changes: The ever-changing algorithms can leave businesses feeling like they're chasing a moving target. Search engines like Google frequently update their algorithms to improve user experience and provide more relevant search results. However, these updates can significantly impact your website's visibility and ranking if you're not prepared.
2. Lack of Results: Investing time and resources without seeing tangible results can be disheartening. The absence of immediate results often leads businesses to lose faith in their SEO strategies. It's important to remember that SEO is a long-term game that requires patience and consistent effort.
3. Technical Challenges: From site speed issues to complex metadata implementation, technical hurdles can be daunting. Overcoming these challenges is crucial for SEO success, as technical issues can hinder your website's performance and user experience.
4. Keyword Competition: Fierce competition for top keywords can make it hard to rank effectively. Businesses often struggle to find the right balance between targeting high-traffic keywords and finding less competitive, niche keywords that can still drive significant traffic.
5. Lack of Understanding of SEO Basics: Many businesses dive into the complex world of SEO without fully grasping the fundamental principles. This lack of understanding can lead to several issues:
Keyword Awareness: Failing to recognize the importance of keyword research and targeting the right keywords in content.
On-Page Optimization: Ignorance regarding crucial on-page elements such as meta tags, headers, and content structure.
Technical SEO Best Practices: Overlooking essential aspects like site speed, mobile responsiveness, and crawlability.
Backlinks: Not understanding the value of high-quality backlinks from reputable sources.
Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively.
6. Unrealistic Expectations and Timeframe: Entrepreneurs often fall prey to the allure of quick fixes and overnight success. Unrealistic expectations can overshadow the reality of the time and effort needed to see tangible results in the highly competitive digital landscape. SEO is a long-term strategy, and setting realistic goals is crucial for success.
#SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO
Evaluating the Effectiveness of Women-Focused MarketingHighViz PR
Women centric marketing is a vital part in reaching one of the most influential groups of consumers. Here is a guide to know and measure the impact of women-centric marketing efforts-
Boost Your Instagram Views Instantly Proven Free Strategies.InstBlast Marketing
Supercars use advanced materials and tech for top-speed performance. Join Performance Car Exclusive to experience driving excellence.
https://instblast.com/instagram/free-instagram-views
How to Start Affiliate Marketing with ChatGPT- A Step-by-Step Guide (1).pdfSimpleMoneyMaker
Discover the power of affiliate marketing with ChatGPT! This comprehensive guide takes you through the process of starting and scaling your affiliate marketing business using the latest AI technology. Learn how to leverage ChatGPT to generate content ideas, create engaging articles, and connect with your audience through personalized interactions. From building your strategy and optimizing conversions to analyzing performance and staying updated with industry trends, this eBook provides everything you need to know to succeed in affiliate marketing. Whether you're a beginner looking to start your online business or an experienced marketer wanting to take your efforts to the next level, this guide is your roadmap to success in the world of affiliate marketing.
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
In the face of the news of Google beginning to remove cookies from Chrome (30m users at the time of writing), there’s no longer time for marketers to throw their hands up and say “I didn’t know” or “They won’t go through with it”. Reality check - it has already begun - the time to take action is now. The good news is that there are solutions available and ready for adoption… but for many the race to catch up to the modern internet risks being a messy, confusing scramble to get back to "normal"
Embark on style journeys Indian clothing store denver guide.pptxOmnama Fashions
Finding the perfect "Indian Clothing Store Denver" is essential for those seeking vibrant, authentic, and culturally rich attire in the heart of Colorado. Denver, a city known for its diverse culture and eclectic fashion scene, offers a variety of options for those in search of traditional and contemporary Indian clothing. Whether you're preparing for a wedding, festival, or cultural event, or simply wish to incorporate the elegance and beauty of Indian fashion into your wardrobe, discovering the right store can make all the difference.
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
2. WHAT IS AN EXPERIMENT:
A scientific procedure undertaken to make a discovery,
test a hypothesis, or demonstrate a known fact.
@TheCoolestCool
#MNSEARCH
35. The 70:20:10 Model from Coca-Cola
70%
Low Risk
Content
Achieves all qualifiers.
20%
Innovative
Content
Accomplishes 1 or 2 of the
qualifiers.
10%
High Risk
Content
Achieves 0 of the qualifiers.
Create a visual that shows that these three things are connected..
@TheCoolestCool
#MNSEARCH
Experiments have offered us some of the greatest inventions of our time.
Experiments have helped us find cures to diseases.
Experiments have helped us understand our world.
Experiments have given us things like Velcro and Pumpkin Spice Lattes.
In marketing, experiments offer us the ability to test a tactic, channel or assumption and determine whether it’s something that should be repeated.
For years, I’ve been doing experiments…
These experiments tend to follow a simple formula:
Build.
Ship.
Learn.
Decide.
And yes… I know what some of you science people are thinking.
Bro.
Do You Even Science?
By keeping this process simple. It has armed me with the ability to embrace experimentation without fear. It’s a model I’ve used with clients. It’s a model I’ve used for myself. It’s a model that forces you to ship things quickly. And kill them even quicker…
Build. Ship. Learn. Decide.
It’s a simple process that I’ve used to figure out what works on Slideshare…
What works on Instagram…
What works on Reddit…
And what works in some of the most interesting & boring industries you can think of…
Build. Ship. Learn. Decide.
I started with this philosophy many years ago…
It 1994…
And Little Ross That Guy Right there.. Born in raised in a little place called Preston..
Was Curious…
He wanted to learn whether or not worms could survive the freezer…
Because being from Canada – It didn’t make sense to me that the worms would just live through our Winters.
So before I even understood what BILD. SHIP. LEARN. DECIDE
Meant… I took on an experiment.
My goal was simple:
Can worms live in the freezing cold?
My build.
Was straight forward: I put the worms in the ice tray w/ water.
Second..
I shipped it.
I placed it in the Freezer.
Now, I forgot all about these worms… I left them in the freezer for two weeks.. And then one day…
I heard my mom scream from the Kitchen….
At that moment, I learned….
Two things.
One: That the worms died.
Two..
That Momma Simmonds was not pleased…
And with that.. I decided I’d never do it again.
Build. Ship. Learn. Decide.
One of the biggest myths I’ve encountered in talking to business owners – primarily small and medium sized businesses is the idea that experiments are too expensive for them to run and that they should spend their time and energy elsewhere….
While I understand the importance of placing your energy where you will get the best bang for your buck. Experiments arm you with the ability to better understand where you should be placing that energy.
The reality is that Experiments work…
You just have to do them right.
And in todays talk, it’s my goal to show you how that simple process can be leveraged to drive success, a framework I use to test the risk relating to different experiments and along the way, share with you some of the lessons I’ve gained in leveraging content experiments to build brands for my own companies and clients…
Now… I’m an advocate for experiments but don’t get me wrong..
Experimentation in marketing comes with risks.
Whether it’s something that costs millions of dollars like Heinz and their purple ketchup
Or my own first attempt at Medium.com…Yes, that post only got two likes. And one was probably my mom.
The key is to realize that while failure is likely…
So is success…
You just have to trust the data and be committed to learning and deciding quickly.
Build. Ship. Learn. Decide.
There’s this idea amongst the marketing community that experimentation is only for a few industries. You can only experiment with things like color palletes, button placement, subject lines, landing pages and call to actions…
But content experiments work too…
Content experiments test things like topics, distribution channels, content upsells, new networks, types of content and bigger experiments like creating content for an audience that others say you should avoid.
Build. Ship. Learn. Decide.
If you stick to that process, content experiments can work for you too. But…You have to realize that with this approach – you need to be willing to embrace…
A little bit of chaos.
Now I’m not saying everyone on the team should be running around crazy like they just saw a rare Pokemon outside… No… I’m saying… You have to embrace chaos because content experiments might feel uncomfortable.
You need to stay committed to the process even when you face failure…
And I’ve seen failure.
You see, a few years back, I wanted to prove a point that you can drive success through Reddit. So I took my model…
Build. Ship. Learn. Decide.
VALIDATION – REDDIT / CHANNEL / TOPIC / APPROACH
And I decided to upload a bunch of my content to a Subreddit about technology for people to see…
The results…
You’re banned!
You’re done!
Bye FELICIA.
I was kicked off…. I failed.
Now I could’ve said I done with this… I quit.
But instead I started to study the game.
----- Meeting Notes (16-09-09 21:49) -----
I studied what marketers were doing and what the actual users were doing.
What I realized is that most marketers thought that Reddit was just a place for memes and uploading links.
To be honest, I thought that too…
I thought that if I uploaded a post it would go viral. I thought that if I uploaded a link, it would get traffic.
In this example, a brand put up a *meme* and the top comment said a million words..
This sucks. You suck. Pen Sucks. OP Sucks.
Look.. Reddit will tell you exactly where to go and how to get there if your content sucks. You need to add value to the community if you want to drive results. If you commit to that, you will find success. If you’re simply going in and trying to upload content like this or seed your links – You will fail.
As I continued to study Reddit I decided to review the content that worked in the past…
I did some digging…
I sorted the content on Reddit by the top posts.
In doing so, I started to see a trend. I started to see that certain Subreddits wanted to certain types of content.
For example. Entrepreneur – Wanted people to deliver content that was very similar to what you would find on an entrepreneurs blog. In-Depth. External links. Visuals. The works…. The subreddit /r/vegan wanted content that was breaking news about traditional meat products becoming vegan like Guinness or McDonalds fries…
Or Subreddits like /r/Canada – Where we talk about how we’re going to feed all the Americans that move there after the election… KIDDING… I love you guys. Go Eagles.
Every subreddit had a different type of content that truly took off when shared there.
And then I realized that for marketers the primary communities were just like..
Medium or LinkedIn…
So I had my goal…
I wanted to figure out how to crack Reddit.
The channel itself wasn’t validated. The topic I would cover was somewhat validated.
But overall, this was a risky experiment. I mean, I was already banned hahaha….
So, it was time to Build. Ship. Learn. Decide.
Luckily, I already built a bunch of content. So, I took a blog post that I already wrote and republished it on Reddit to see how the community would respond to a long form piece filled with links, graphics and your typical marketing think piece.
So I Shipped It….
And very quickly, I learned that quality content works on Reddit the same way it does anywhere else.
I took a blog post that I had already written on Inbound.org and republished it on Reddit but formatted it the Reddit way. I wrote it in the Reddit tone and it went to the top of the subreddit for /r/entrepreneur and I still get messages and leads today directly from this post…
Most marketers would suggest that you can’t crack Reddit.
That it’s impossible.
This experiment showed me that anything is possible.
You just have to be willing to experiment.
Today, I’ve seen the front page multiple times… I’ve landed clients using Reddit..
Helped my own clients generate 70k, 40k views…
And essentially, understand the channel in a way that allows me to add value and succeed there…
Now, I’d consider this to be a successful experiment. I went on to run experiments on different topics.. Using different formats and I even used reddit to conduct outreach for a few pieces of work…But not all experiments are successful.
Quora.. Oh Quora.
My first love.
I had a goal – I wanted to be considered by people on Quora as a marketing genius…
I wanted to close clients through Quora. Drive traffic Quora. Build relationships through Quora.
The channel wasn’t validated. The approach wasn’t validated. The topic was validated.
Build. Ship. Decide. Learn.
My build was simple.. I had to answer questions..
So whenever I saw a question that was relevant.
I shipped by answering it.
I answered tons of questions throughout the site.
Yet… The traffic…
Traffic. You wanna talk traffic…..
My traffic sucked.
Was horrible….
That’s the referral traffic during my peak using Quora.
I didn’t even get 20 visits in a SINGLE DAY from Quora directly.
BUILD. SHIP. LEARN. DECIDE.
I quickly decided that Quora wasn’t the best tool for me when it came to driving traffic…
I learned that Quora had relationships with the media.
And if you wrote something that was timely and topical…
The media would take notice…
For example, when the Grand Theft Auto came out, I wrote about in from a business perspective on Quora and Forbes picked it up… I did the same with Jay-Z when he released his album and a variety of other pop culture references…
So I had another decision….
I decided – When it came to building links from these top tier websites and generating credibility by being featured in Forbes… I could rely on Quora… But for everything else… Referral Traffic..
I had to pull a Justin Timberlake and tell Quora…
Bye Bye Bye….
That’s the value of using a framework like Build. Ship. Learn. Decide.
One of my most recent experiments was with Instagram marketing.
I’ve been experimenting on Instagram for the past year or so...
It started with an account for my ecommerce site Hustle & Grind.
One of the first things we did for this experiment was build a library of high quality content. We knew that the majority of the inspirational/motivational accounts on Instagram all looked the same so we wanted to stand out.
We stood out by creating custom designs.
People immediately took notice and we were able to grow our account quickly…
In less than 6 months we hit 50,000 followers.
But our biggest spike came a bit unexpectedly… You see, one of our Instagram posts were reposted to Reddit. Once there, someone reposted it to a site called 9Gag. Once on 9Gag, the community manager for the 9gags Instagram account decided to share it on Instagram and tag us in the process.
Within seconds, our Instagram grew by thousands…
At this point, it became clear that having other accounts talk about your account was a HUGE opportunity.
So we doubled down on influencers and shout outs.
Build. Ship. Learn. Decide.
We learned that this was a tactic used very frequently on Instagram. Whether it’s a tea company sponsoring a model or an account like us sharing one brands inspirational quote in exchange for them sharing ours.
So, we decided that we would make this a part of our marketing mix.
We created a small shout out group on WhatsApp added 7 different accounts that shared content about entrepreneurship and motivation – And each day, one of the members of the group would get shouted out by the others.
It worked to perfection. In a couple months, we were growing our following by the thousands without spending a dime.
I used this same strategy for clients. Helped generate thousands of dollars worth of sales. Generate press.
It was all good.
Until…
The dreaded algorithm…
You can run all the experiments in the world but one algorithm change can throw everything a curveball.
Since Instagram started changing their algorithm, reducing the reach of content with text and introducing the pay to play model – Our results on Instagram tanked… But similar to my first failure on Reddit…
That’s not going to push me to right the channel off entirely.
Build. Ship. Learn. Decide….
Now I’m giving Instagram Stories a go…
Our average story is generating about 5,000 views.. And while the ratio isn’t great.
I’m going to use the Build. Ship. Learn. Decide. Model to figure out whether or not its worth the effort.
From an experimentation perspective – Instagram stories isn’t that scary.
The channel is validated. The approach is validated. The topic is validated.
It’s a similar to the same situation I was in with Slideshare when I took that on as an experiment…
"Throughout this session you may have heard me talk about the value of VALIDATING channels, approaches, topics.."
That's the checklist for measuring how risky a channel is.
When you test the riskiness of an experiment.. Consider the time/energy that goes into it the execution and then look at whether or not the channel, approach and topic have been validated.
My first Slideshare deck was all about Content Marketing lessons from Obamas campaign.
The channel itself was new territory. You see, it was 2012 when I made this deck…
And Slideshare wasn’t much of a marketing channel. It was a place to upload your decks. It hadn’t been bought by LinkedIn at this point and while some people were having success, it wasn’t breakthrough.
So when I rolled this out, self-designed deck and it generated 7000 views.
I thought NOT BAD.
The approach I took was kinda risky but not really… And the topic was something everyone was talking about.
But I wondered, what if I did invest in design and treated these decks more like blog posts by telling a story?
Would I be able to double maybe triple that 7k views to something more?
Build. Ship. Learn. Decide.
The decks took off.
I continued with the approach of creating TOPICAL decks.
I enhanced the content by bringing in a real designer.
And the decks began generating anywhere from 100k views to 500k views…
Slideshare officially went from an unknown experiment to something I knew would work.
And some of you might be thinking… Cool. So you got some views.
I’m with you. The experiments need to drive results beyond vanity metrics.
Like Wu-Tang says: Cash Rules Everything Around Me…
So while the views were great… It was when I started to experiment with Call To Actions when the decks really started to pay dividends.
I started to generate highly qualified leads.
Each deck had a different call to action – Some driving people to get in touch if they want to learn how to use a certain channel… Some driving people to download a piece of content..
And these are just a few of the many campaigns…
Build. Ship. Learn. Decide.
Recognize that not all experiments are treated equally…
Some experiments cost more time. Some experiments cost more money.
You always have to start by understanding the cost to run your experiments…
From there…
You need to determine:
How risky is the channel?
How risky is the approach?
How risky is the topic?
And once you gauge that – Categorize your experiments into categories.
What is high risk? What is low risk? What is innovative?
From there, determine which experiments are worth implementing so you can determine which experiments…
Will actually work for you..
The more you experiment, the more you will learn about your customers and the best ways to connect with them.
From channels like Reddit & Slideshare to Instagram and Quora – the possibilities are there…
And if I could live you with one more model to try…
It would be the 70:20:10 model from Coca-Cola…
They commit to creating content that falls into these three categories.
Low Risk. Think content efforts that you know will work…
Innovative. Think experiments like many of those we talked about today….
High Risk. Think unchartered territories and topics and channels that you’re avoiding…
And remember - As you run these high risk experiments and learn more about the different channels…
The High risk content will become innovative content and the innovative can become low risk…
And that’s when you find breakthroughs…
That’s when the CHAOS…
Can lead to something special…
So, folks I push you to try running your own experiments.
Experiment with topics, channels and beyond that…
Experiment in your day to day life…
Because that’s what life is all about…
That’s what pushing an industry forward is all about.
The more we tinker. The more we experiment. The better we can serve our brands and clients…
The better we can serve each other… Because sure… We could sit back and stick with only what we know will work.
We could sit on the sidelines and wait…
But in that case, we mayswell be as dead as a worm..
In my parents freezer.
Thank you.