Is your content marketing meeting the needs of your target consumers -- across their path to purchase? In this presentation, learn how to plan and develop content that appeals to buyers in every stage of their journey, from discovering to contacting to choosing your business. Learn what formats work best for different phases, see examples of content marketing at each stage of the journey, and see the KPIs you should be measuring at each phase.
Building an Integrated Content Marketing StrategyTiffany Monholon
According to the Content Marketing Institute, only 50% of professionals have a documented content marketing strategy. In this presentation, learn the principles of effective content marketing, along with 5 actionable tips you can use to build your strategy. Plus, see the case study of one integrated content marketing strategy from an international online marketing firm and learn key takeaways from launching an integrated campaign.
Your Marketing Sucks: Why You Need to Think LocalTiffany Monholon
Is your marketing local? Learn why local is critical to any online marketing program - and practical, easy tips you can use to make sure your marketing helps you reach local customers.
10 Tips to Make Your Personal Brand Work For YouTiffany Monholon
Is your social media use helping or hurting your career? What is your personal brand, and what does it say about you online? How do you navigate the tricky line between personal and professional in today's social media world? This presentation gives 10 tips to build your personal brand online and highlights some important things to consider about how you use social media personally and professionally.
PDXCC13 conference keynote presentation on the convergence of digital marketing and public relations - Integrated Marketing Communications. Presented by Lee Odden, CEO of TopRank Online Marketing.
How can companies determine the ROI for social media and content marketing programs? This presentation delves into the reality of measuring social and content ROI, and shares ten truths of the world of content marketing today.
In addition to sharing information gleaned from years of working in social and content with clients both inside and outside the outdoor industry, Sara also takes a data-based approach to helping organizations make decisions about their social and content programs guided by real business goals.
Originally presented at Outdoor University at Outdoor Retailer in Salt Lake City, on July 31, 2013 by Sara Lingafelter, Director of Social Strategy at Portent, an Internet marketing company based in Seattle, WA.
SEO is beyond keywords and links. Here are future trends for the role of SEO that focuses on a customer centric, integrated marketing approach, Presented by Lee Odden, CEO of TopRank Online Marketing at OMWeek in Madrid, Spain.
Contests and promotions are a great way to boost brand awareness both online and off. Social media platforms such as Facebook, Pinterest and Instagram offer exciting ways for your audience to get engaged with your brand online. But, you have to follow the rules and best practices or you run the risk of getting your contest booted (by the platform) or ignored (by your fans).
Building an Integrated Content Marketing StrategyTiffany Monholon
According to the Content Marketing Institute, only 50% of professionals have a documented content marketing strategy. In this presentation, learn the principles of effective content marketing, along with 5 actionable tips you can use to build your strategy. Plus, see the case study of one integrated content marketing strategy from an international online marketing firm and learn key takeaways from launching an integrated campaign.
Your Marketing Sucks: Why You Need to Think LocalTiffany Monholon
Is your marketing local? Learn why local is critical to any online marketing program - and practical, easy tips you can use to make sure your marketing helps you reach local customers.
10 Tips to Make Your Personal Brand Work For YouTiffany Monholon
Is your social media use helping or hurting your career? What is your personal brand, and what does it say about you online? How do you navigate the tricky line between personal and professional in today's social media world? This presentation gives 10 tips to build your personal brand online and highlights some important things to consider about how you use social media personally and professionally.
PDXCC13 conference keynote presentation on the convergence of digital marketing and public relations - Integrated Marketing Communications. Presented by Lee Odden, CEO of TopRank Online Marketing.
How can companies determine the ROI for social media and content marketing programs? This presentation delves into the reality of measuring social and content ROI, and shares ten truths of the world of content marketing today.
In addition to sharing information gleaned from years of working in social and content with clients both inside and outside the outdoor industry, Sara also takes a data-based approach to helping organizations make decisions about their social and content programs guided by real business goals.
Originally presented at Outdoor University at Outdoor Retailer in Salt Lake City, on July 31, 2013 by Sara Lingafelter, Director of Social Strategy at Portent, an Internet marketing company based in Seattle, WA.
SEO is beyond keywords and links. Here are future trends for the role of SEO that focuses on a customer centric, integrated marketing approach, Presented by Lee Odden, CEO of TopRank Online Marketing at OMWeek in Madrid, Spain.
Contests and promotions are a great way to boost brand awareness both online and off. Social media platforms such as Facebook, Pinterest and Instagram offer exciting ways for your audience to get engaged with your brand online. But, you have to follow the rules and best practices or you run the risk of getting your contest booted (by the platform) or ignored (by your fans).
How to Take Your Content Marketing Efforts from Infancy to MaturityGrant Tilus
In this presentation, you will see how one academic institution was able to go from traffic and shares to inquiries and starts all thanks to the advancement of their own content marketing strategies and tactics.
Learn about:
- Playing content marketing baseball in order to get the most out of every opportunity and win the long game
- Progressively step-up your content game by moving from blog posts to interactive data visualizations
- Using technology to get more leads out of your content marketing efforts
By the end, you’ll be able to see how it all fits together in order for you to start generating leads of your own.
An essential part of building an effective marketing plan for your website: developing a content strategy. Inspired by a session from DrupalCon 2014, learn more about content strategy deliverables.
8 Must-Dos for Your 2014 Content Marketing PlanMike Corak
Econsultancy, ethology's Mike Corak, and New York Times Best Selling Author of Youtility, and President of Convince & Convert, Jay Baer, webinar focused on helping prep for 2014 Content Marketing Planning, discussion includes:
1 - How to refocus your content efforts around help, not hype
2 - When and how to use social media to promote your content, and vice versa
3 - What trends and best practices you should use for staffing your content marketing program
4 - Why integrating your content marketing efforts will maximize return
5 - How to better understand your customers, and develop insights for content topics
6 - How to pick the right content execution for each topic
7 - How to measure the impact of your content efforts
8 - How much should you be spending on content marketing in 2014
How to Use Paid Social Advertising Promotions to Drive Measurable Business Ob...Grant Tilus
My presentation from Zenith Social Media Marketing 2014. Go through it to learn about how you can use paid social media advertising promotions and measure results to better track ROI to impact actual business objectives.
When it comes to building your content strategy, one size does not fit all. In this presentation, I discuss why best practices aren't always best, things to think about when building your brand's content strategy, and how finding a balance between "old and new" will set you up for sucess.
The presentation is from the Toronto HubSpot User Group on 12.2.21
Consumer reliance on technology and addiction to social media have changed the way we search, share, and shop. Traditional push marketing and has fallen to the wayside as we become more and more selective about the types of information we consume. In this ever-changing environment, traditional public relations cannot stand alone. While public relations is essential in shaping messaging and establishing relationships, professionals must leverage social media tools and search marketing best practices to ensure that their message is heard.
As partner and head of public relations at 451 Marketing, Tom Lee will offer his unique insight on the importance of fully integrated campaigns in this free webinar. Using examples and case studies, Tom will teach attendees how to connect with customers by controlling how, when, and where their key demographics view their messages and, ultimately, perceive their brand.
Local Ain't Just A Listing Anymore: Local Search EvolutionMike Corak
Local search is seriously changing, evolving from a directory listing exercise to fully localized content marketing, search, social and more. This presentation outlines the evolution of the discipline, highlighting where local search is going and what you need to do to stay ahead of the curve.
Content marketing workshop presentation from Joe Pulizzi from the Content Marketing Institute - presented at IACC's annual meeting. Contains the 10 steps to success in content marketing.
How to Get Your Content Marketing Up and Running - SearchFest - SEMPDXMike Corak
Leading businesses know that in addition to standard web pages describing their products and services, one of their best online marketing tools is useful content. So you totally buy in to the fact that content IS the new marketing, but how do you get your organization engaged and started down the content marketing path? In this session you will learn how to get organized, create your plan, generate great ideas for content (even if you think your business is boring), and consistently create content your market will enjoy. Presenters: Mike Corak @mikecorak and Arnie Kuenn @arniek SearchFest SEMPDX
We kick off the summit with a look back on the 15 digital marketing trends of 2020. We're going back a year to see how we did - were they a hit or a miss? This time around, that’s not an exercise for the faint-hearted – a global pandemic, enforced lockdowns and the deepest recession in living memory were not exactly high on the marketing world’s agenda when we published the 2020 Digital Marketing Trends. However, there is only one constant for marketers these days: everything changes.
Social Beat's presentation at the Real Estate Digital Marketiing Conference in Bangalore on 22nd March 2016 where Rohit Uttamchandani talks about how real estate companies can leverage content marketing to drive business results.
The Journey from Search to Social: Marrying Paid Search with Social AdvertisingAdStage
New tactics to always stay relevant in digital advertising are revealed in this presentation. Learn how to take your paid search expertise and spin it into social advertising for more syndication.
Content Marketing in 15 Minutes a Day for RestaurantsAnn Handley
What if you have mere minutes a day to market with content? Can it be done? Yes, once you get a plan in place. Here's a deck Shelly Kramer of V3 Integrated Marketing and I co-presented at the International Pizza Expo.
How to Take Your Content Marketing Efforts from Infancy to MaturityGrant Tilus
In this presentation, you will see how one academic institution was able to go from traffic and shares to inquiries and starts all thanks to the advancement of their own content marketing strategies and tactics.
Learn about:
- Playing content marketing baseball in order to get the most out of every opportunity and win the long game
- Progressively step-up your content game by moving from blog posts to interactive data visualizations
- Using technology to get more leads out of your content marketing efforts
By the end, you’ll be able to see how it all fits together in order for you to start generating leads of your own.
An essential part of building an effective marketing plan for your website: developing a content strategy. Inspired by a session from DrupalCon 2014, learn more about content strategy deliverables.
8 Must-Dos for Your 2014 Content Marketing PlanMike Corak
Econsultancy, ethology's Mike Corak, and New York Times Best Selling Author of Youtility, and President of Convince & Convert, Jay Baer, webinar focused on helping prep for 2014 Content Marketing Planning, discussion includes:
1 - How to refocus your content efforts around help, not hype
2 - When and how to use social media to promote your content, and vice versa
3 - What trends and best practices you should use for staffing your content marketing program
4 - Why integrating your content marketing efforts will maximize return
5 - How to better understand your customers, and develop insights for content topics
6 - How to pick the right content execution for each topic
7 - How to measure the impact of your content efforts
8 - How much should you be spending on content marketing in 2014
How to Use Paid Social Advertising Promotions to Drive Measurable Business Ob...Grant Tilus
My presentation from Zenith Social Media Marketing 2014. Go through it to learn about how you can use paid social media advertising promotions and measure results to better track ROI to impact actual business objectives.
When it comes to building your content strategy, one size does not fit all. In this presentation, I discuss why best practices aren't always best, things to think about when building your brand's content strategy, and how finding a balance between "old and new" will set you up for sucess.
The presentation is from the Toronto HubSpot User Group on 12.2.21
Consumer reliance on technology and addiction to social media have changed the way we search, share, and shop. Traditional push marketing and has fallen to the wayside as we become more and more selective about the types of information we consume. In this ever-changing environment, traditional public relations cannot stand alone. While public relations is essential in shaping messaging and establishing relationships, professionals must leverage social media tools and search marketing best practices to ensure that their message is heard.
As partner and head of public relations at 451 Marketing, Tom Lee will offer his unique insight on the importance of fully integrated campaigns in this free webinar. Using examples and case studies, Tom will teach attendees how to connect with customers by controlling how, when, and where their key demographics view their messages and, ultimately, perceive their brand.
Local Ain't Just A Listing Anymore: Local Search EvolutionMike Corak
Local search is seriously changing, evolving from a directory listing exercise to fully localized content marketing, search, social and more. This presentation outlines the evolution of the discipline, highlighting where local search is going and what you need to do to stay ahead of the curve.
Content marketing workshop presentation from Joe Pulizzi from the Content Marketing Institute - presented at IACC's annual meeting. Contains the 10 steps to success in content marketing.
How to Get Your Content Marketing Up and Running - SearchFest - SEMPDXMike Corak
Leading businesses know that in addition to standard web pages describing their products and services, one of their best online marketing tools is useful content. So you totally buy in to the fact that content IS the new marketing, but how do you get your organization engaged and started down the content marketing path? In this session you will learn how to get organized, create your plan, generate great ideas for content (even if you think your business is boring), and consistently create content your market will enjoy. Presenters: Mike Corak @mikecorak and Arnie Kuenn @arniek SearchFest SEMPDX
We kick off the summit with a look back on the 15 digital marketing trends of 2020. We're going back a year to see how we did - were they a hit or a miss? This time around, that’s not an exercise for the faint-hearted – a global pandemic, enforced lockdowns and the deepest recession in living memory were not exactly high on the marketing world’s agenda when we published the 2020 Digital Marketing Trends. However, there is only one constant for marketers these days: everything changes.
Social Beat's presentation at the Real Estate Digital Marketiing Conference in Bangalore on 22nd March 2016 where Rohit Uttamchandani talks about how real estate companies can leverage content marketing to drive business results.
The Journey from Search to Social: Marrying Paid Search with Social AdvertisingAdStage
New tactics to always stay relevant in digital advertising are revealed in this presentation. Learn how to take your paid search expertise and spin it into social advertising for more syndication.
Content Marketing in 15 Minutes a Day for RestaurantsAnn Handley
What if you have mere minutes a day to market with content? Can it be done? Yes, once you get a plan in place. Here's a deck Shelly Kramer of V3 Integrated Marketing and I co-presented at the International Pizza Expo.
Vujàdé Ltd was invited to give a short introduction on Business Modelling based on Alexander Osterwalder's #BMgen book at the first FAME* event in Copenhagen.
* http://bwcon.de/fame.html
FAME Financing Network: der Kreativwirtschaft den Zugang zu Risikokapital ermöglichen
Thank you for downloading our Shift Happened presentation: our biased selection of events that took place in May 2011. We hope you’ll enjoy the content and will be able to make use of it.
Happy sharing and looking fwd to hearing from you in June 2011!
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This is the presentation from our workshop during the StartSummit at HSG St. Gallen. Our topic was: Sustainovation – Which innovations are required for corporations to actually become sustainable?
Esta es la guía práctica del Mundial Sudáfrica 2010, producida por Dan Hojman (www.jugadapreparada.com.ar) para el sitio Tremendamente Motivados (www.tremendamentemotivados.com)
How to create content that fuels your sales funnel (pdf)Stickyeyes
Ensuring that you are delivering the right content, to the right audience, at the right time in the buying process is no easy task, but it is critical to get this right in order to drive a return on investment from content marketing.
Our latest webinar, hosted by Phil McGuin, Director of Demand Generation at Stickyeyes broke down the fundamental elements to building and implementing a sales driven content strategy including:
- How to define your sales process & buying cycle.
- How to understand how your target audiences behave online, and what content they are looking for.
- How to map your content onto your target audience and customer persona groups.
- How and why to deploy relevant content at different stages within the sales cycle.
Tactical Secrets of B2B Content MarketingAmrita Mathur
What do today’s B2B marketers ultimately care about? Generating leads that their organization can actually turn into viable sales opportunities of course.
This slideshare will show you how to set up a content marketing engine that actually works and generates leads, and how to be data-driven in order to continually learn and grow the volume, velocity and value of leads.
Five Steps In Building A Bullet Proof Content Marketing StrategyGreg Shuey
Here are the slides from my presentation at the 2016 Great Salt Lake Business Conference where I discussed the five steps in building a bullet proof content marketing strategy.
Content Marketing: How To Find The True Value Of Your Marketing FunnelSearch Engine Journal
Understanding the impact of your content at every touchpoint of the customer journey is essential – but that’s easier said than done. From attracting potential leads to nurturing them into loyal customers, there are many touchpoints to look into.
So how do you identify and take advantage of these opportunities for growth?
Watch this webinar as we explore a comprehensive approach for measuring the value of your content initiatives, so you can optimize resource allocation for maximum impact.
You’ll learn:
- Fresh methods for measuring your content's impact.
- Fascinating insights using first-touch attribution, and how it differs from the usual last-touch perspective.
- Ways to persuade decision-makers to invest in more content by showcasing its value convincingly.
With Bill Franklin and Oliver Tani of DAC Group, we'll unravel the nuances of attribution modeling, emphasizing the significance of layering first-touch and last-touch attribution within your measurement strategy.
You’ll also get insights to help you craft compelling content tailored to each stage, using an approach rooted in first-hand experience to ensure your content resonates.
Whether you're a seasoned marketer or new to content measurement, this webinar promises valuable insights and actionable tactics to elevate your SEO game and optimize your content initiatives for success.
7 Ways To Turbocharge Lead Nurturing Programs with Advocate-Generated ContentInfluitive
Everyone knows content is king. Content drives top-of-the-funnel lead flow and is the heart of every nurturing program that moves prospects to become customers. But content development is hard. Especially when you want to include customer proof points and value statements that deliver true credibility.
In this webinar, you will learn how to mobilize your fans and advocates to help generate new material that will engage your leads and propel opportunities ahead toward wins.
BlueBird Strategies and Influitive will share best practices, tips, and tricks learned from working with hundreds of customers, and describe a blueprint for building and optimizing your current nurturing program, stage-by-stage.
If you know that you need content that is more aligned with your consumer, but do not know how to go about the process, then this is for you. A step-by-step guide to content creation and deployment for any organization, big or small.
Content Marketing Tactics & Strategies for Business 2 Business IndustriesPieter S Verasdonck
Business-to-business marketing (or B2B marketing, as it is commonly known) involves the sale of one company’s product or service to another company. B2B marketing techniques rely on the same basic principles as consumer marketing, but are executed in a unique way. While consumers choose products based not only on price but on popularity, status, and other emotional triggers, B2B buyers make decisions on price and profit potential alone. SalesCycle Agency (http://salescycle.agency/) helps SME companies with digital transformation and modernising their marketing efforts to get better ROI and Sales-Marketing team alignment.
21st Century marketing for startups (...and grown-up cos too)Lora Kratchounova
Startip Institite Marketing Boston track Scartch delievered in October of 2014: New marketing defined, mission/ vision/ positioning; customer segmentation; go-to-market plan components, marketing KPIs
How To Plan And Build A Successful Content Marketing StrategyMichael Brenner
http://www.b2bmarketinginsider.com/content-marketing/plan-build-successful-content-marketing-strategy -- Did you know that every day on the internet:
There are 4.75 Billion pieces of content shared
There are 1.8 Billion photos uploaded
There are 700 Million Snapchats
There are 500 Million tweets
Marketing, as we know it, is being transformed right in front of our eyes. More and more messages are being promoted every day, on more channels, and as a result, consumers are learning to simply tune out the noise.
Because of this, brands must leverage content marketing to deliver the useful information necessary to educate and build trust with their audiences. But they often fail to document what they are trying to achieve, how they will get it done, and what measures will prove success.
Yesterday I presented to more than 600 attendees of the NewsCred #ThinkContent Webinar: "How To Plan And Build A Successful Content Marketing Strategy." I presented:
The key factors for content marketing success
The core components of a content marketing strategy
I answered the main questions of how to build a solid content marketing strategy
I shared my secret that effective content marketing was relatively simple:
"The buyer journey is nothing more than a series of questions that must be answered." ~ IDC
I shared the Content Marketing Institute's more formal definition of content marketing:
“Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.” ~ Content Marketing Institute
And I shared the rallying cry for why we need to change:
"We have to stop interrupting what people are interested in, and be what people are interested in." ~ Craig Davis (former Chief Creative Office - J. Walter Thompson)
Backed by research and our own customer engagements, I covered
The 6 factors to content marketing success:
Document content strategy
Have someone in charge of content
Consistently publish quality content
Map content to buyer journey
Balance Paid, Owned, Earned Media
Track Content Marketing ROI
I provided an example and a template for anyone to develop:
Your Content Marketing Mission Statement
Become a destination for [target audience] interested in [topics]. To help them [customer value].
This will help us [your content marketing goals]
Earn your audience’s attention vs. just buying it
Reach, engage and convert NEW buyers
AmEx Open Forum Example: Help Small Businesses Do More Business. To become the largest source of inbound leads.
I provided spreadsheets to help anyone conduct a content audit and measure their content marketing results:
Using & Tracking New Media - Marketing Retirement Homes & Senior CareOur Kids Media
How can you use new media such as blogs, Facebook and twitter for marketing retirement homes, retirement communities or senior care. This presentation shows you how you can engage with senior during the various stages of their consideration funnel, and how to track your results with Google Analytics and social media tracking tools.
Be the best at retirement home marketing and marketing and selling to seniors.
Originally presented by wink11 founders Nadia Duriavig and Daniela Duriavig at the Comfort Life Marketing Academy Lunch & Learn in Toronto on October 289th, 2014. More tools and resources available at www.ourkidsmedia.com/marketing/retirement-living/
How to Use and Track New Media - Marketing Schools, Programs & Kids CampsOur Kids Media
How can you use new media such as blogs, facebook and twitter to engage with moms and kids and market your programs, schools or summer camps? This presentation shows you how you can engage with parents during the various stages of their consideration funnel, and how to track your results with Google Analytics and social media tracking tools.
Be the best at private school marketing, summer camp marketing or kids program marketing and selling to moms in Canada.
Originally presented by wink11 founders Nadia Duriavig and Daniela Duriavig at the OUR KIDS Marketing Academy Lunch & Learn in Toronto on October 28th, 2014. More tools and resources available at http://www.ourkidsmedia.com/marketing
View our content marketing guide to helping you answer the challenging questions. Understand your buyers, apply content to the buyer journey and set the right goals to achieve effective content marketing.
A workshop delivered by Deena Zenyk, Principal Consultant at Influitive, focused on how to get your colleagues on board with an advocate marketing program.
B2B content that drives conversions - Pardot Connections 2013 Presentation
A B2B marketing clinic on how to develop marketing content that drives conversions.
Is Your Marketing Funnel Broken?: Uniting Lead Nurturing & Search StrategiesBFO
Creating a comprehensive plan to nurture leads and drive them down the funnel can be difficult. Check out what Steve Krull and Liz Ryan have to say about you can do to unite marketing strategies across the funnel and bring in new business.
Similar to Content Marketing Across the Buying Journey (20)
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
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.
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.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
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
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
8. Content Marketing Defined
“Content marketing is a
marketing technique of
creating and distributing
relevant and valuable content to
attract, acquire, and engage
a clearly defined and
understood target audience –
with the objective of driving
profitable customer action.”
— Content Marketing Institute
9. Youtility Mindset
Is Your Marketing
so Good People
Would Pay For It?
1)Who is My Audience?
2)What Do They Need?
3)How Can I Help?
11. Align Content to Buying Insights
Buyer Persona
• What is their demographic and basic
background?
• Profession, age, gender, education, financial
situation, challenges, needs, etc.
Research Trigger
• What prompted them to start the research
process?
Decision Factors
• What criteria will they make their decision
based on?
Purchasing Mindset
• What is their frame of mind when they start their
search?
Perceived Barriers
• Why do they not choose you?
• What objections do you often hear?
11
12. How Do I Provide Value to the Consumer?
“
91%
56%
B2C marketers segment their
content in at least one way
40%
Tailor content based on profile of
individual decision makers
Tailor content based on stage in
the buying cycle
12
13. Time to Align Content to Buying Journey
DISCOVER
Surfing, Searching
and Socializing
CONSIDER
Researching and
Evaluating
BOOK/BUY
Getting Estimates
and Purchasing
REPEAT
Sharing Experiences
And Buying Again
Prospects Discover You
when they search, surf and socialize online and then click to visit
Leads Contact You
when they are impressed with your website
Customers Choose You
when you stand out with good, timely follow-up
13
14. Buyer Needs at Each Stage
• Recognize problem or issue
• Want to change status quo
• Gain confidence in right solution
• Understand ROI of each option
• Take the next steps and commit
DISCOVER
Surfing, Searching
and Socializing
CONSIDER
Researching and
Evaluating
BOOK/BUY
Getting Estimates
and Purchasing
REPEAT
Sharing Experiences
And Buying Again
• Explore possible solutions
• Define short list of providers
• Commit to change
14
16. Discovery Phase: Recommended Content
• Blog articles
DISCOVER
Surfing, Searching and Socializing
• Recognize problem or issue
• Want to change status quo
16
17. Discovery Phase: Recommended Content
• Infographics
REPEAT
Sharing Experiences
And Buying Again
DISCOVER
Surfing, Searching and Socializing
17
DISCOVER
Surfing, Searching and Socializing
• Recognize problem or issue
• Want to change status quo
18. Discovery Phase: Recommended Content
• Ebooks & guides
REPEAT
Sharing Experiences
And Buying Again
DISCOVER
Surfing, Searching and Socializing
18
DISCOVER
Surfing, Searching and Socializing
• Recognize problem or issue
• Want to change status quo
19. Discovery Phase: Recommended Content
• Assessments & quizzes
REPEAT
Sharing Experiences
And Buying Again
DISCOVER
Surfing, Searching and Socializing
19
DISCOVER
Surfing, Searching and Socializing
• Recognize problem or issue
• Want to change status quo
20. Consider Phase: Recommended Content
• Ebooks and guides
(differentiators, insights)
• Demo videos
• Video tours
• Testimonials
• Case studies
• Quizzes and widgets
• Newsletters
• Webinars
• Industry reports
CONSIDER
Researching & Evaluating
• Explore possible solutions
• Define short list of providers
• Commit to change
20
21. Consider Phase: Recommended Content
• Newsletters
21
CONSIDER
Researching & Evaluating
• Explore possible solutions
• Define short list of providers
• Commit to change
22. Consider Phase: Recommended Content
• Testimonials
22
CONSIDER
Researching & Evaluating
• Explore possible solutions
• Define short list of providers
• Commit to change
23. Empowering Resident Advocates
23
• Identify existing advocates
• Who is raving about you online
already?
• Use gamification and rewards
• Points, events, exclusive access
• Compel them to take action
• Facebook, Twitter, Instagram
• Post reviews
• Pay rent online, renew lease
• Leverage tools
• Example: Community Rewards
24. Consider Phase: Recommended Content
• Demo videos
24
CONSIDER
Researching & Evaluating
• Explore possible solutions
• Define short list of providers
• Commit to change
25. Consider Phase: Recommended Content
• Video tours
25
CONSIDER
Researching & Evaluating
• Explore possible solutions
• Define short list of providers
• Commit to change
26. Book/Buy Phase: Recommended Content
• Live or in-person events
• Budget calculators
• Pricing guides
• Moving checklists
• Total cost of living tools
BOOK/BUY
Getting Estimates & Purchasing
• Gain confidence in right solution
• Understand ROI of each option
• Take the next steps and commit
26
27. Book/Buy Phase: Recommended Content
• Budget calculators
REPEAT
Sharing Experiences
And Buying Again
27
BOOK/BUY
Getting Estimates & Purchasing
• Gain confidence in right solution
• Understand ROI of each option
• Take the next steps and commit
28. Book/Buy Phase: Recommended Content
• Total cost of living tools
REPEAT
Sharing Experiences
And Buying Again
28
BOOK/BUY
Getting Estimates & Purchasing
• Gain confidence in right solution
• Understand ROI of each option
• Take the next steps and commit
29. Book/Buy Phase: Recommended Content
• Moving checklists
REPEAT
Sharing Experiences
And Buying Again
BOOK/BUY
Getting Estimates & Purchasing
29
BOOK/BUY
Getting Estimates & Purchasing
• Gain confidence in right solution
• Understand ROI of each option
• Take the next steps and commit
30. Recommended Content by Buying Stage
REPEAT
Sharing Experiences
And Buying Again
BOOK/BUY
Getting Estimates
and Purchasing
Buying
Stage
Buyer Needs Recommended
Content
KPIs
Discover • Recognize problem or issue
• Want to change status quo
• Blog Articles
• Infographics
• Ebooks & Guides
• Assessments & Quizzes
• Meme Marketing
• Videos
• Webinars
• Live Events
• Guest Posts, Bylined Articles
• Traffic, page views, time onsite
• Downloads
• Inbound links, page rank
• Fans, followers
• Mentions, comments, shares
Consider • Explore possible solutions
• Define short list of providers
• Commit to change
• Ebooks & Guides
• Quizzes & Widgets
• Demo Videos
• Newsletters
• Webinars
• Industry Reports
• Testimonials
• Case Studies
• Click-throughs, open rates
• Downloads
• Subscriptions
• Inquiries, form submits
• Database growth
Book/Buy • Gain confidence in right
solution
• Understand ROI of each option
• Take the next steps and
commit
• Live or In-Person Events
• Budget Calculators
• Pricing Guides
• Total Cost of Ownership Tools
• Moving Checklists
• Marketing or sales qualified
leads
• Booked appts
• Opportunities
• Pipeline size
• Closed Deals
30
31. How Do I Know What Stage They Are In?
DISCOVER
Surfing, Searching
and Socializing
CONSIDER
Researching and
Evaluating
BOOK/BUY
Getting Estimates
and Purchasing
REPEAT
Sharing Experiences
And Buying Again
Tirekickers
• Measure how they found you with compelling CTAs and forms
• Offer shopper content CTA to identify shopper interest
Shoppers
• Use lead nurturing to prove a stream of useful shopper content
• Promote buyer content as CTA to move to buyer phase
Buyers
• Continue to provide buyer-related content
• Promote conversion opportunities to connect to sales
31
32. Market Your Marketing Across the Funnel
• Market your content across paid,
earned, and owned channels to
boost discoverability
• Stay top of mind with lead nurturing
• Promote content across owned
channels, emails, learning centers
and communities
DISCOVER
Surfing, Searching
and Socializing
CONSIDER
Researching and
Evaluating
BOOK/BUY
Getting Estimates
and Purchasing
REPEAT
Sharing Experiences
And Buying Again
• Capture leads through landing
pages, forms and strategic gating
• Promote social channels and opt-ins
32
33. Recommended Reading
1. B2C Content Marketing: 2014 Benchmarks, Budgets, and Trends–North America
http://slidesha.re/LqY8xm
2. 4 Questions Answered about Buyer Personas
http://bit.ly/1fyxzPR
3. 7 Ways to Research Your Buyer for Content Marketing
http://bit.ly/1fdNhzp
4. The Content Match Game: Tips for Better Content Alignment Throughout the Buying Cycle
http://bit.ly/1b7eNiQ
5. Optimize Content Marketing by Facilitating the Buyer’s Journey
http://bit.ly/1nnVWoY
6. Step-by-Step Templates for Mapping your B2B Content
http://bit.ly/1icOPMI
7. The Content To Consumer: Aligning & Automating the Delivery of Content according to
the Buyer Stage
http://slidesha.re/1gsDL0E
8. Content Mapping for a Buyer-Centric Content Strategy
http://slidesha.re/1cxnRP2
9. Optimize B2B Content Across the Sales Cycle
http://bit.ly/1gsDRFt
33
Every year the Content Marketing Institute and MarketingProfs collaborate on a report that talks about Benchmarks, Budgets and Trends in Content Marketing.
Let’s just look at a few of these telling stats.
B2C Marketiers are spending 24% of their marketing budgets on content marketing up – the most effective allocate 32% of their budget and the least effective allocate 10%
60% plan to increase their content marketing budgets within the next year
All Content tactics are being used more frequently with research reports, videos, and mobile content sing the largest increases
47% outsource B2B content creation– more than their B2B counterparts (who outsource 44%)
Let’s look at Content Marketing Usage by Tactic, a graph out of the CMI/Marketing Profs report:
B2B marketers are using 6 social distribution channels, with the most popular being Faebook
- LinkedIn had a major jump from 51% last year to 71% this year
All Content tactics are being used more frequently; Infographics have seen a large spike from 33% last year to 40% this year
Which leads to this…. The mad rush to hop on to each new fad until you can make magic happen?
Is this really the best way to approach content marketing? Social strategy?
The answer I have for you is – no.
So, we often think about this in all the wrong way. We start with our kernel of a genius idea…. When really we should be thinking first of the CUSTOMER and their need This is the foundation to creating truly effective content marketing.
>Vanderbilt Orthapedics, Nashville TN
> Identified a target audience they wanted to reach out to – Coaches. Instead of trying to decide what they thought coaches would want, they went and asked them. Turns out, their real need sparked the idea for this app.
> The iPhone app CoachSmart is the ultimate resource for coaches, offering real-time information on heat index and lightning strikes, frequently asked sports medicine and safety questions, and a group contact feature.
> A collaboration between Vanderbilt Sports Medicine and the Monroe Carell Jr. Children’s Hospital at Vanderbilt, the app is an extension of Vanderbilt Sports Medicine’s expertise.
But it’s not about publishing more content it about publishing the right content at the right time for the right person. It’s time to apply a growth hacker’s mentality to the value of the content you create.
Let’s consider a simple buying funnel for a buyer online
Tools like Community Rewards have programs that help you identify resident advocates so you can ask them to leave reviews. Basically, if hels you find people who love living at a property and compels them to take an actions.
According to the CMI report, 74% of B2C content marketers believe that in-person events are highly effective
> Take a page from other industries and develop proprietary tools that customize to your location and prospective residents.
Bed Bath and Beyond has these handy move-in checklist for first-time renters
Always offer a conversion opportunity to connect with sales
Promote this more at the end of the funnel