Tim Thorpe, Director of Digital Content, Global Marketing & Communications, Black & Veatch, at the Business Marketing Association regional even in Kansas City on 10/28/14.
Rethink B2B Marketing: A Case Study in Digital OptimizationMichelle Killebrew
Take a look under the hood of the creation and execution strategy for the IBM Smarter Commerce digital demand generation initiative featuring thought-leader webinars and custom content. Understand the considerations made to bring the messaging and strategy of over 7 different acquired companies reaching 11 different audience roles together into a single consistent experience, all while preserving the unique messaging to each specific audience. Learn how IBM has integrated and applied Smarter Marketing best practices into the design of the Rethink Business campaign and how IBM Digital Analytics and Digital Data Exchange (DDX) are architected into the lead flow strategy, and see how social media is integrally woven into every visitor touch point within the campaign.
Topics covered:
• Content strategy – 11 difference audience roles
• Globalization – international campaign, translated into German, French, Italian, leveraged globally in English
• Design principles – parallax design
• Mobile – designed w mobile in mind
• Standards – html 5
• Digital publishing – coded to send custom docs to kindle
• Social – interaction designed to maximize social interaction
• Metrics and Analytics – IBM Digital Analytics, digital data exchange (DDX)
UGCX 2009 Conference - Marketing 2.0 - UGC + SEM + SEO + Social Media Innovat...David Dalka
UGC + SEM + SEO + Social Media Innovation + New Executive Management Organizational Leadership Structures= Elite Profitable Future Branding
Search Engine Marketing & Social Media creating an urgent need for a new breed of executive management leaders qualified to lead complex organizational change/redesign!
Digital has changed customers’ relationship with brands. Content is the key area where this shift is being played out. Rather than having to ‘push’ your message on a customer, content offers the alluring possibility that they will want to ‘pull’ it to them.
For that pull to happen, you need to create the right kind of content: high-quality, engaging, and customer-focused.
The vision is clear, but in reality it seems a long way off. How can brands integrate paid, owned and earned media, overcome legacy marketing systems and organisational structures to win in the digital age?
Mobile Marketing in the CPA profession shares information and tips about the immediate and long-term mobile trends in the CPA profession.
This deck covers:
- Behavioral changes taking place due to mobile tech;
- Best practices for collecting and analyzing data;
- Stochastic models for conversion, targeting, and cross-selling;
- Mobile strategies that integrate analytics; and the
- Critical role of analytics in responding to customer needs.
CREATE KILLER CONTENT WITHOUT THE CREATIVE CHAOS - Presented by RICH CARROLL, Senior Marketing Technologist, IO Integration
Get the secret to managing your marketing workflows from Workfront partner IO Integration. Learn how to audit your content and establish a content marketing hub so you can cut through the creative chaos and deliver customer experiences that are on time, in context, actionable—and awesome.
Learn 7 key tips to content strategy to improve conversion, sales, and loyalty on your ecommerce website. Presented at the Internet Retailer 2016 conference by Alex Schmelkin, CEO, Alexander Interactive (Ai), and Joshua Nafman, Sr. Director Brand & Digital Marketing, KIND Snacks.
Designed to help retailers better reach and more deeply engage with their customers, this presentation includes:
• the fundamentals of content strategy plans
• how to avoid common traps with content
• examples of successes and failures from ecommerce content strategy
• how to establish successful ways for content will work across your site
• case studies about content challenges faced by retailers and content strategies that worked for their businesses
• ROI of content strategy
• content marketing monitoring and measurement
Session description:
Thu, June 09, 2016 11:00 am to 11:30 am
Content Strategy for Shopper Engagement, Entertainment and Education
Alex Schmelkin, Founder, Chief Executive Officer - Alexander Interactive
Joshua Nafman, Senior Director, Brand Marketing and Digital - KIND Snacks
Type: Main Conference Day 2
Track: Marketing: New Frontiers
Retailers are excited about the potential of content marketing. They are ready to jump on the bandwagon of distributing content and luring in customer with blogs, videos and social media posts, but oftentimes there are holes in their content strategy. Content strategy plans for the creation, delivery and governance of content. It is critical to get the fundamentals right and establish how content will work across your site. In this session, you will hear stories about the content challenges that retailers face, learn how they create content strategies that work for their businesses and how they measure ROI.
We all create content.
But most of it is simply awful.
No one wants to call someone's (content) baby ugly...
This is not just about marketing. This is relevant for all business professionals who write emails, create PowerPoint slides and leave voice mails (And that's all of us).
Inspired by Hubspot's Inbound Marketing training, Joe Pulizzi's CMI presentations and my own views, this training seeks to create a world where no babies are ugly - where all our content is interesting...
Rethink B2B Marketing: A Case Study in Digital OptimizationMichelle Killebrew
Take a look under the hood of the creation and execution strategy for the IBM Smarter Commerce digital demand generation initiative featuring thought-leader webinars and custom content. Understand the considerations made to bring the messaging and strategy of over 7 different acquired companies reaching 11 different audience roles together into a single consistent experience, all while preserving the unique messaging to each specific audience. Learn how IBM has integrated and applied Smarter Marketing best practices into the design of the Rethink Business campaign and how IBM Digital Analytics and Digital Data Exchange (DDX) are architected into the lead flow strategy, and see how social media is integrally woven into every visitor touch point within the campaign.
Topics covered:
• Content strategy – 11 difference audience roles
• Globalization – international campaign, translated into German, French, Italian, leveraged globally in English
• Design principles – parallax design
• Mobile – designed w mobile in mind
• Standards – html 5
• Digital publishing – coded to send custom docs to kindle
• Social – interaction designed to maximize social interaction
• Metrics and Analytics – IBM Digital Analytics, digital data exchange (DDX)
UGCX 2009 Conference - Marketing 2.0 - UGC + SEM + SEO + Social Media Innovat...David Dalka
UGC + SEM + SEO + Social Media Innovation + New Executive Management Organizational Leadership Structures= Elite Profitable Future Branding
Search Engine Marketing & Social Media creating an urgent need for a new breed of executive management leaders qualified to lead complex organizational change/redesign!
Digital has changed customers’ relationship with brands. Content is the key area where this shift is being played out. Rather than having to ‘push’ your message on a customer, content offers the alluring possibility that they will want to ‘pull’ it to them.
For that pull to happen, you need to create the right kind of content: high-quality, engaging, and customer-focused.
The vision is clear, but in reality it seems a long way off. How can brands integrate paid, owned and earned media, overcome legacy marketing systems and organisational structures to win in the digital age?
Mobile Marketing in the CPA profession shares information and tips about the immediate and long-term mobile trends in the CPA profession.
This deck covers:
- Behavioral changes taking place due to mobile tech;
- Best practices for collecting and analyzing data;
- Stochastic models for conversion, targeting, and cross-selling;
- Mobile strategies that integrate analytics; and the
- Critical role of analytics in responding to customer needs.
CREATE KILLER CONTENT WITHOUT THE CREATIVE CHAOS - Presented by RICH CARROLL, Senior Marketing Technologist, IO Integration
Get the secret to managing your marketing workflows from Workfront partner IO Integration. Learn how to audit your content and establish a content marketing hub so you can cut through the creative chaos and deliver customer experiences that are on time, in context, actionable—and awesome.
Learn 7 key tips to content strategy to improve conversion, sales, and loyalty on your ecommerce website. Presented at the Internet Retailer 2016 conference by Alex Schmelkin, CEO, Alexander Interactive (Ai), and Joshua Nafman, Sr. Director Brand & Digital Marketing, KIND Snacks.
Designed to help retailers better reach and more deeply engage with their customers, this presentation includes:
• the fundamentals of content strategy plans
• how to avoid common traps with content
• examples of successes and failures from ecommerce content strategy
• how to establish successful ways for content will work across your site
• case studies about content challenges faced by retailers and content strategies that worked for their businesses
• ROI of content strategy
• content marketing monitoring and measurement
Session description:
Thu, June 09, 2016 11:00 am to 11:30 am
Content Strategy for Shopper Engagement, Entertainment and Education
Alex Schmelkin, Founder, Chief Executive Officer - Alexander Interactive
Joshua Nafman, Senior Director, Brand Marketing and Digital - KIND Snacks
Type: Main Conference Day 2
Track: Marketing: New Frontiers
Retailers are excited about the potential of content marketing. They are ready to jump on the bandwagon of distributing content and luring in customer with blogs, videos and social media posts, but oftentimes there are holes in their content strategy. Content strategy plans for the creation, delivery and governance of content. It is critical to get the fundamentals right and establish how content will work across your site. In this session, you will hear stories about the content challenges that retailers face, learn how they create content strategies that work for their businesses and how they measure ROI.
We all create content.
But most of it is simply awful.
No one wants to call someone's (content) baby ugly...
This is not just about marketing. This is relevant for all business professionals who write emails, create PowerPoint slides and leave voice mails (And that's all of us).
Inspired by Hubspot's Inbound Marketing training, Joe Pulizzi's CMI presentations and my own views, this training seeks to create a world where no babies are ugly - where all our content is interesting...
In this webinar, Leslie Vickrey, CEO & Founder of ClearEdge Marketing, shares 3 marketing strategies for driving your growth. She focuses on website optimization, target account programs (sales campaigns) and social media marketing.
Demand Gen Report's Killer Content Awards 2016Sigma_Group
Honoring Buyer-Focused Content That Drives Engagement Across Channels
Feb 2015 With the fourth annual Killer Content Awards (KCAs), Demand Gen Report recognizes B2B companies that have helped innovate the content marketing landscape across all channels and leveraged evolving buyer behaviors.
A few themes have emerged from this year’s crop of outstanding campaigns, including an increased focus on buyer-centric content, lead nurturing at all stages of the buying cycle and influencer campaigns.
http://www.demandgenreport.com/industry-resources/ebooks/3124-honoring-buyer-focused-content-that-drives-engagement-across-channels.html#.VOeKZrDF9go
What is Contingent Staffing?
What are the services that are non-profit generating yet critical and recurring for an eCommerce store?
How can Hvantage help to manage your eCommerce store?
What are our Engagement Models?
What are the advantages we offer?
The branch network has traditionally been a major source for cross-selling leads. But as more people do their banking online, channel preferences are quickly changing resulting in fewer and smaller branches. The slides from this Truebridge workshop can show you how content marketing creates dialogues with your customers, uncovers their needs, and nets you more sales opportunities.
Salo digital transformation in the food industryJari Salo
Digital transformation - digital marketing in the food industry, social media and retailing as well as mobile marketing discussed. Some algorithms and predictive analytics presented.
Marketing for Where You WANT TO BE: 3 Proven Ways to Get Leads & GrowClearEdge Marketing
Presented by ClearEdge Marketing CEO & Founder, Leslie Vickrey, at the New York Staffing Association (NYSA) Webinar on September 22, 2014.
Topics covered:
- Connecting with new buyers with a target account program
- Ensuring your website is effective, regardless of the device
- Launching referral campaigns that drive connections
How to implement Content Marketing Strategy in a large B2B enterpriseGiuseppe Caltabiano
This presentation reflects the speech I gave at Content Marketing Fast Forward (CMFF) Conference in Amsterdam, 17 May 2016. It discuss steps and best practices to implement Content Marketing Strategy in a large B2B enterprise.
For a full presentation script go to my blog: http://www.giusec.org/content-marketing-strategy-in-a-large-b2b-enterprise-a-guide-in-10-easy-steps/
eMarketing For Small Business Owners - SCORE Bergen WorkshopBecky Livingston
This 34-page slide decks is dedicated to helping small business owners who are leveraging social media to implement eMarketing initiatives, such as advertising, boosted posts, video cards, and more.
In addition to the slide deck there is a series of handouts to compliment the session. You may find them on the Penheel Marketing Website at Penheel.com/Speaking-Engagements.
Digital Marketing Course Week 5: Content MarketingAyca Turhan
Fifth week slides of eMarketing Course at Hacettepe University taught by Ayca Turhan.
Topics covered within the presentation include:
Content Marketing
Video Marketing
Influencer Marketing
For more please visit: www.aycaturhan.com/man423
In this webinar, Leslie Vickrey, CEO & Founder of ClearEdge Marketing, shares 3 marketing strategies for driving your growth. She focuses on website optimization, target account programs (sales campaigns) and social media marketing.
Demand Gen Report's Killer Content Awards 2016Sigma_Group
Honoring Buyer-Focused Content That Drives Engagement Across Channels
Feb 2015 With the fourth annual Killer Content Awards (KCAs), Demand Gen Report recognizes B2B companies that have helped innovate the content marketing landscape across all channels and leveraged evolving buyer behaviors.
A few themes have emerged from this year’s crop of outstanding campaigns, including an increased focus on buyer-centric content, lead nurturing at all stages of the buying cycle and influencer campaigns.
http://www.demandgenreport.com/industry-resources/ebooks/3124-honoring-buyer-focused-content-that-drives-engagement-across-channels.html#.VOeKZrDF9go
What is Contingent Staffing?
What are the services that are non-profit generating yet critical and recurring for an eCommerce store?
How can Hvantage help to manage your eCommerce store?
What are our Engagement Models?
What are the advantages we offer?
The branch network has traditionally been a major source for cross-selling leads. But as more people do their banking online, channel preferences are quickly changing resulting in fewer and smaller branches. The slides from this Truebridge workshop can show you how content marketing creates dialogues with your customers, uncovers their needs, and nets you more sales opportunities.
Salo digital transformation in the food industryJari Salo
Digital transformation - digital marketing in the food industry, social media and retailing as well as mobile marketing discussed. Some algorithms and predictive analytics presented.
Marketing for Where You WANT TO BE: 3 Proven Ways to Get Leads & GrowClearEdge Marketing
Presented by ClearEdge Marketing CEO & Founder, Leslie Vickrey, at the New York Staffing Association (NYSA) Webinar on September 22, 2014.
Topics covered:
- Connecting with new buyers with a target account program
- Ensuring your website is effective, regardless of the device
- Launching referral campaigns that drive connections
How to implement Content Marketing Strategy in a large B2B enterpriseGiuseppe Caltabiano
This presentation reflects the speech I gave at Content Marketing Fast Forward (CMFF) Conference in Amsterdam, 17 May 2016. It discuss steps and best practices to implement Content Marketing Strategy in a large B2B enterprise.
For a full presentation script go to my blog: http://www.giusec.org/content-marketing-strategy-in-a-large-b2b-enterprise-a-guide-in-10-easy-steps/
eMarketing For Small Business Owners - SCORE Bergen WorkshopBecky Livingston
This 34-page slide decks is dedicated to helping small business owners who are leveraging social media to implement eMarketing initiatives, such as advertising, boosted posts, video cards, and more.
In addition to the slide deck there is a series of handouts to compliment the session. You may find them on the Penheel Marketing Website at Penheel.com/Speaking-Engagements.
Digital Marketing Course Week 5: Content MarketingAyca Turhan
Fifth week slides of eMarketing Course at Hacettepe University taught by Ayca Turhan.
Topics covered within the presentation include:
Content Marketing
Video Marketing
Influencer Marketing
For more please visit: www.aycaturhan.com/man423
Over the past five years, we’ve seen the rise of social media, the advent of mobile, the (constant) evolution of SEO, the invention of responsive design, and now the industry mandate of content marketing. And yet—despite the fact that everything requires it—content remains a fundamental challenge for all of our organizations. Too much content, or not enough. Producing content in silos, but no backing from leadership to break down the barriers. No central governance in place, but too many internal politics to make it a reality. Seriously—how are we supposed to deal with “digital transformation” if we still can’t agree on what content should go on the homepage of our website? With her typical pragmatism and humor, Kristina shares insights on what’s next (and what’s needed) for content strategy in 2015.
www.mima.org
Content Strategy 2015: Marketing, Mobile, and the EnterpriseKristina Halvorson
Content remains a fundamental challenge for all of our organizations. Instead of talking about "what's next," let's talk about what's needed. Find out what basic questions every company should ask in 2015 before committing budget to new content marketing and management programs.
Content Operations: Practical Guidance and Real World Examples to Scale Your ...Curata
A comprehensive guide to scaling content operations. Learn how to:
-Organize and align your teams around content marketing, including developing content marketing quotas based on results.
-Plan and execute long term, unified content campaigns to optimize content ROI.
-Develop a measurement process to directly credit content for lead generation, sales opportunities and revenue.
Pawan Deshpande, CEO of Curata, originally gave this presentation at Content Marketing World 2014.
A look at the key areas of digital marketing and where the discipline is headed. As used in a presentation to SUT in relation to my book 'Digital Marketing Strategy' used in their course.
Content strategy takes more than simple creative writing. You have to collect data to define your audience and their needs. Walk through this easy guide to develop profiles and theories to make your content cutting edge
There are two main aspects to building long-term success on the web: discovering and solidifying your brand’s identity, and amplifying your brand’s message. The first step consists of conducting a brand audit, designing your visual identity and developing a unique positioning statement. The second step begins with a look at your brand’s ideal clients and current strategies, and then moves into creating client-focused content and promoting that content through a mix of paid and organic methods.
Why use thought leadership as a content marketing strategy? This introductory guide overviews the returns on thought leadership and ways to get started within your content marketing plan.
The Landing Page - A Marketer's and Customer's Mutual FriendTony Sattler
Like mutual friends discovering a common interest, landing pages are a chance for marketers to start a conversation, ask a question, welcome interaction, and establish trust with their customers - and that first impression is key. For many sites, particularly those in highly competitive industries, it may be your only chance to reel in a potential customer and convince them that your offer is worth their time and attention. Landing pages are typically the heart and soul of any savvy marketer's lead generation efforts. Problem is, they are often underutilized. Fortunately, setting up and integrating landing pages into your overall marketing plan is relatively easy.
Add to your social media repertoire and improve both your personal and business understanding of Twitter as a social media channel. Our seminar takes a deep dive into this very popular short message service to explain what it is all about and how you can leverage the twitterverse.
Things you can learn include:
Setting up your Twitter Account
Optimal designing for Twitter
Understanding Twitter Terminology
A consistent Social Media Style Guide
Best Practice Twitter Tips
The ideal Tweet length
Being organised and using Lists
Sourcing and Building Followers
Content Marketing with Twitter
The #Hashtag
Twitter search and location features
URL Shorteners and Campaign Marketing
Efficient Social Media Management and Apps
Trending Topics and what to post
Social Media Reporting
Content marketing is a huge buzzword. But what doesn't it really mean for your business. And how do you find the resources and the budget to execute a content marketing strategy today?
In this presentation, delivered at MarketingProfs B2B Forum, I provide the 7 key factors to content marketing success. I outline a roadmap that any business can follow to achieve content marketing success. I demonstrate how you can deliver the content your buyers need at each stage of their journey, and I explain how focusing on subscribers can be the key to success.
Download the presentation and reach out to me for more details or to get your own customized content marketing strategy.
Accenture & Genuine Parts: Jay Dettling and Thomas CookGamePlanConference
The need to provide an omni-channel buying experience touches all industries, and the auto-parts business is no exception. In this session, hear how auto parts industry leader Genuine Parts is leveraging hybris to pivot their business into a digitally oriented commerce engine that drives higher levels of value and service to B2B customers, and more revenue for the company.
Skapa at West Sweden Chamber of Commerce November 20, 2015Erik Ekholm
This is the presentation "Driving Sales with Content Marketing" that I used when I held a seminar for a group of executives of companies at the West Sweden Chamber of Commerce.
Carla Johnson of Type A Communications presented “Building the Beast: 5 Steps to Creating an Actionable Content Marketing Strategy” at the Business Marketing Association of Kansas City November meeting.
Marketing has changed significantly in the last few years. As the number and ways we can connect with customers continues to expand, so does our ability to listen, get feedback and respond. But there’s a difference between just pumping out content because technology now makes it easier and having something relevant to say. Today’s B2B marketers needs to know how content marketing feeds the new buyer’s journey and why you need a thoughtful strategy in place to drive the sales and marketing engine.
Smart marketers know they can’t do everything and be everywhere. But how do you determine your priorities? Developing a content strategy that tells a consistent story to a specific audience serves as the first step. But that strategy requires a relevant, contextual approach and sustainable storyline that reflects the social nature of business today.
During this presentation, Carla covered:
- Why a content strategy matters
- How it affects the success of a content marketing program
- Specific steps to create a content strategy
- What two questions to ask as soon as you leave this program
About the Speaker:
Carla Johnson, Principal, Type A Communications, helps companies tell better stories in order to build stronger brand awareness, create employee and customer engagement, align marketing with sales, and, ultimately, generate top-line revenue. She’s a consultant to the Content Marketing Institute, director on the international board of the Business Marketing Association, a frequent speaker, contributing author to the book, Advice from the Top: The Expert Guide to B2B Marketing, an Instructor for the Online Marketing Institute, and writes on the power of storytelling, content marketing, B2B marketing, and innovation for the Content Marketing Institute, Chief Content Officer magazine, CMSwire and other high-tech, industry and business audiences. Follow her on Twitter @carlajohnson.
Presentation by Jeffrey K. Rohrs, VP Marketing Insights, Salesforce Marketing Cloud, at the Business Marketing Association regional even in Kansas City on 10/28/14.
Presentation by Kevin Espinosa, Digital Marketing Manager, Global Marketing and Communications, Caterpillar at the Business Marketing Association regional even in Kansas City on 10/28/14.
Presented at the Business Marketing Association of Kansas City on Wednesday, July 17, 2013.
Vanessa Zambo, Vice President/Principal and Director of Marketing Communications at Terracon discusses their successes and lessons learned in using video, content, and employees to drive their corporate social media.
In this presentation, Vanessa shares how Terracon has not only structured their social media strategy, but their entire online strategy and how all of their sites (YouTube, Facebook, LinkedIn, Terracon.com, and Terracon App) work together.
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
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.
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
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
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 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.
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.
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.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
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
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Content Marketing: The Journey of a Global Enterprise by Tim Thorpe #bmakc
1. 28 October 2014
CONTENT MARKETING
THE JOURNEY OF A GLOBAL ENTERPRISE
TIM THORPE
@timnthorpe
DIRECTOR OF DIGITAL CONTENT, GLOBAL MARKETING & COMMUNICATIONS
2. WE’RE BUILDING A WORLD OF
DIFFERENCE. TOGETHER.
• Founded in 1915.
• Global workforce of more than 10,000.
• Employee-owned corporation.
• $3.6 billion in annual revenues in 2013.
• More than 110 offices worldwide.
• Projects completed in more than 100 countries
Black & Veatch conducts 7,000+ active projects globally
at any one time. 2
3. SOLVING THE WORLD’S COMPLEX CHALLENGES IN
EACH OF OUR MARKETS
Energy Water Telecommunications
Indonesia Hong Kong SAR California, USA
Security Management Consulting Environmental
Armenia Oklahoma, USA Scotland, UK
Using teamwork and collaboration, we provide sustainable
and reliable solutions. 3
4. BLACK & VEATCH
DIGITAL CONTENT TEAM
• Websites (bv.com).
• SEO/SEM.
• Marketing automation.
• Surveys.
• Social media.
• Microsoft Dynamics CRM (SFA).
• Microsoft SharePoint intranet.
• Mobile marketing apps (iPad).
@BMA_KC @TimNThorpe 4
6. WHAT IS CONTENT MARKETING?
• Creating perception.
• A content strategy that focuses marketing efforts
on what your desired clients are interested in
consuming – strategy to address their needs.
• Developing content that educates your desired
clients about their business needs or goals, the
services you provide in that market and why they
should pick you.
• Distributing content into channels where your
desired clients are consuming information.
@BMA_KC @TimNThorpe 6
7. WHAT CONTENT MARKETING IS NOT
Wang Noi Combined Cycle Power Plant
Thailand
@BMA_KC @TimNThorpe
7
• Pumping out more and more content (focus
should be on quality, not just quantity).
• Specific channels.
• Advertising.
• Your business.
• POINT: It is about your consumers and how you
support their needs!
8. CULTURE
• Any change in how content is produced and distributed
within a large organization starts with culture.
• Implementing a content marketing strategy is likely
about transforming your organization, its internal
processes and how people think.
• What is leadership’s opinion of how marketing should
be done?
• Push the organization to move forward more quickly,
but don’t get out ahead of the organization.
• Do you have a good understanding of your company’s
current culture?
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9. TRANSFORMING CULTURE
Water Supplies Department
of the Hong Kong SAR
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• Evaluate where you are, the destination and in
the process, how things would change.
• Has to be done objectively and in a constructive
way.
• Must show the business a compelling vision for
how the change will provide lasting benefits.
• Executive leadership support is critical.
• Technology strategies, plans and budgets.
10. MOVING TO DIGITAL
• Significant mind shift for many traditional
content producers.
• Part of cultural view of marketing and content.
• If producing more content for digital spaces,
need to evaluate if it’s the right material. Is it
produced for the right reasons?
• Does the content address client business
objectives?
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11. WEB STRATEGY/CMS
• Relaunch of BV.com based on Sitefinity CMS.
• CMS helps to automate and template content.
• Improves ability to create content requirements.
• Can move quickly to apply changes.
• The foundation for many content amplification
efforts.
• “Homebase” for all digital, external marketing
efforts (we strive to direct people to bv.com in
everything we do).
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12. SEO/SEM FOCUS
• Content marketing + SEO (not versus).
• Focus on relevant “hilltops.”
• Not just content…also technical framework.
• SEO/SEM needs to become a core part of how
teams think.
• Cultural or career shift for many.
• Can be valuable to bring SEO skillset in-house to
make it a central component of content strategy.
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13. ALIGNMENT WITH BUSINESS
STRATEGY/GOALS
• Produce four industry reports that focus on our
primary markets – Strategic Directions.
• Research the topics that are important to our
clients and our businesses.
• Analyze the results of our surveys and
collaborate with internal thought leaders to
make recommendations and forecasts.
• Promote reports and supplemental content via
owned, earned and bought media channels.
• http://bv.com/reports
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14. CONTENT PILLARS - STRATEGIC
DIRECTIONS REPORTS
• Our reports are examples of content pillars that
are used extensively to educate clients, promote
our brand and sell our services.
• Report messaging is broken down into videos,
social media messages, newsletters and articles
that offer snippets of research and
recommendations from each report.
• PR/media team leverages existing relationships
to amplify the messages.
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15. AMPLIFYING WITH CONTENT
DISTRIBUTION STRATEGY
• Social media.
• Prime/trade media partnerships.
• Industry outreach through influencers, bloggers
and associations.
• Paid media channels (SEM, advertorials).
• Tradeshows, conferences and other industry
events.
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16. CONTENT CALENDAR
• Designed to help synchronize “siloed” groups of
content editors/contributors, externally and
internally.
• Built-in workflows and processes to ensure all
aspects of content development are addressed.
• Provides a process-oriented approach for helping
overcome cultural resistance to new approaches
of content creation.
• Could simply be a spreadsheet to start.
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17. SALES ENABLEMENT
Lopburi 55 MW Solar Farm
Thailand
@BMA_KC @TimNThorpe
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• Ultimate goal is to connect marketing activity
with business development.
• Knowing your core clients and creating a single
view of them is very important.
• Microsoft Dynamics CRM provides the single
view business development activity.
• Marketo is being implemented to provide
sophisticated tools for marketing automation.
19. PARTNERSHIPS
• You can’t do it all.
• Many elements of implementing a content
marketing strategy may exceed the experience of
your teams or available resources.
• Leverage partners to assist with selecting tools,
developing content and implementing solutions.
• Evaluate what should be an internal employee
vs. an external resource.
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20. TEAMS
• Executive leadership support.
• Right people in right roles (may need a different
skillset in some roles).
• Refining the marketing and communications
structure internal to your organization.
• Hiring people with digital experience, systems
backgrounds, database understanding, project
management skills and other technical abilities.
• Recruiting team members with an agency
background can be valuable.
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21. FUTURE OF CONTENT MARKETING
• Employee engagement as internal brand advocates.
• Expert blogging.
• Automation.
• Dynamic content (real-time personalization).
• More and more video.
• Micro-content.
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22. KEY TAKEAWAYS
• “Adapt or die” - Content marketing is a test of the
organization’s mettle to accept change and adapt.
• Integrations.
• Tools and automation (free and paid).
• Partnerships and expertise – what is done in-house
vs. outsourced based on need, importance, ability
to hire, etc.
• Leadership buy-in.
• Internal structure, process, workflow is critical.
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23. CONNECT WITH US
• TimThorpe.org
• slideshare.net/TimThorpe
• @TimNThorpe
• BV.com
• @Black_Veatch
• facebook.com/BlackVeatch
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