In this presentation, we delve into the power of AI in revolutionizing sales and marketing, with a focus on lead generation and cost optimization. As the search landscape evolves, the future of Google driving high volumes of website traffic is uncertain with the rise of LLMs, making AI's role even more significant. While only 3.7% of Canadian businesses have deployed AI, its adoption is critical for staying competitive. We'll discuss a step-by-step approach to AI integration, highlighting essential tools and the importance of proper training. From lead processing to content creation, AI emerges as a game-changer, significantly improving efficiency and quality. The core message is clear: AI is no longer an option but a component for modern marketing success, transforming how we approach sales and marketing. By carefully planning the steps, leveraging the right tools, and investing in training, businesses can harness AI's transformative power and gain a competitive edge.
Key Takeaways:
AI changes everything. AI is revolutionizing lead generation and cost savings in sales and marketing operations.
The rise of large language models (LLMs) is challenging Google's dominance in driving website traffic, making AI adoption even more crucial.
Despite the low adoption rate (only 3.7% of Canadian businesses using AI), integrating AI is critical for staying competitive.
A step-by-step approach is needed for successful AI integration, along with leveraging the right tools and providing proper training.AI is a game-changer for lead generation, content creation, and overall process efficiency and quality improvement.AI is no longer an optional tool but a fundamental component for modern marketing success.
Careful planning, using the right AI tools, and investing in training can help businesses harness AI's transformative power and gain a competitive edge.
Scaling organic growth by building products - Turing Fest 2018Fabrizio Ballarini
My talk at Turing Fest 2018
Building products with engineers is the most scalable way to drive organic growth. In the presentation I introduce briefly the disconnect I found between marketing and product/engineering from my past consulting experience, cover the basics on how we setup autonomous and independent growth teams and ultimately dive into how we drive growth by building products with engineers. In the “building products” deep dive I give an overview of our framework to generate products ideas from search data, provide some tactical examples on how building custom CMSs allows us to quickly validate MVPs, why we invest in infrastructure to scale acquisition and what we learned so far by building products that solve customers problems across the entire funnel.
Fabrizio Ballarini — Scaling Organic Growth by Building Products (Turing Fest...Turing Fest
Building products with engineers is the most scalable way to drive organic growth. I will introduce briefly the disconnect I found between marketing and product/engineering from my past consulting experience, cover the basics on how we setup autonomous and independent growth teams and ultimately dive into how we drive growth by building products with engineers. In the “building products” deep dive I will give an overview of our framework to generate products ideas from search data, provide some tactical examples on how building custom CMSs allows us to quickly validate MVPs, why we invest in infrastructure to scale acquisition and what we learned so far by building products that solve customers problems across the entire funnel.
In this presentation, I'll talk through about how we think about inbound content at IBM. This will include a variety of topics such as: workflows, staffing models, approaches to keyword research, writing and content creation. Finally, I'll share how I think about feedback loops for both business and individual performance.
How to Produce Your Best Content Ever by Writing For Search EnginesBoostability
Kelly Shelton, VP of Marketing at Boostability shares industry insights about what search engines look for. He also gives actionable tips that any small business can use to strengthen their website optimization so they can raise in search rankings.
In this presentation, we delve into the power of AI in revolutionizing sales and marketing, with a focus on lead generation and cost optimization. As the search landscape evolves, the future of Google driving high volumes of website traffic is uncertain with the rise of LLMs, making AI's role even more significant. While only 3.7% of Canadian businesses have deployed AI, its adoption is critical for staying competitive. We'll discuss a step-by-step approach to AI integration, highlighting essential tools and the importance of proper training. From lead processing to content creation, AI emerges as a game-changer, significantly improving efficiency and quality. The core message is clear: AI is no longer an option but a component for modern marketing success, transforming how we approach sales and marketing. By carefully planning the steps, leveraging the right tools, and investing in training, businesses can harness AI's transformative power and gain a competitive edge.
Key Takeaways:
AI changes everything. AI is revolutionizing lead generation and cost savings in sales and marketing operations.
The rise of large language models (LLMs) is challenging Google's dominance in driving website traffic, making AI adoption even more crucial.
Despite the low adoption rate (only 3.7% of Canadian businesses using AI), integrating AI is critical for staying competitive.
A step-by-step approach is needed for successful AI integration, along with leveraging the right tools and providing proper training.AI is a game-changer for lead generation, content creation, and overall process efficiency and quality improvement.AI is no longer an optional tool but a fundamental component for modern marketing success.
Careful planning, using the right AI tools, and investing in training can help businesses harness AI's transformative power and gain a competitive edge.
Scaling organic growth by building products - Turing Fest 2018Fabrizio Ballarini
My talk at Turing Fest 2018
Building products with engineers is the most scalable way to drive organic growth. In the presentation I introduce briefly the disconnect I found between marketing and product/engineering from my past consulting experience, cover the basics on how we setup autonomous and independent growth teams and ultimately dive into how we drive growth by building products with engineers. In the “building products” deep dive I give an overview of our framework to generate products ideas from search data, provide some tactical examples on how building custom CMSs allows us to quickly validate MVPs, why we invest in infrastructure to scale acquisition and what we learned so far by building products that solve customers problems across the entire funnel.
Fabrizio Ballarini — Scaling Organic Growth by Building Products (Turing Fest...Turing Fest
Building products with engineers is the most scalable way to drive organic growth. I will introduce briefly the disconnect I found between marketing and product/engineering from my past consulting experience, cover the basics on how we setup autonomous and independent growth teams and ultimately dive into how we drive growth by building products with engineers. In the “building products” deep dive I will give an overview of our framework to generate products ideas from search data, provide some tactical examples on how building custom CMSs allows us to quickly validate MVPs, why we invest in infrastructure to scale acquisition and what we learned so far by building products that solve customers problems across the entire funnel.
In this presentation, I'll talk through about how we think about inbound content at IBM. This will include a variety of topics such as: workflows, staffing models, approaches to keyword research, writing and content creation. Finally, I'll share how I think about feedback loops for both business and individual performance.
How to Produce Your Best Content Ever by Writing For Search EnginesBoostability
Kelly Shelton, VP of Marketing at Boostability shares industry insights about what search engines look for. He also gives actionable tips that any small business can use to strengthen their website optimization so they can raise in search rankings.
Be The King Of Your Content: A Six Week Guide to Creating, Promoting, & Measuring Great Content.
• Assess your existing content and execute changes that increase its
success
• Communicate a distinct brand message through a uniform voice and tone
• Create targeted content that engages your audience
• Manage the content strategy process and each contributing team member
• Implement cross-channel promotional strategies with long-term effects
• Set attainable goals and measure critical KPIs
SEO Buyer’s Guide Ebook by ServiceCrowdServiceCrowd
The SEO Buyer’s Guide Ebook is an unbiased guide that explains many of the mysteries and misunderstandings about SEO services. The guide includes 9 in-depth chapters that will make it easier for you to avoid common pitfalls and operate a successful outsourced SEO campaign.
Stephanie Söhnchen [ShareNOW], Give Them What They're Asking For: Using Data ...Khoros
74 percent of online consumers get frustrated when content is not personalised to their interests. With the data available, brands should deliver the experiences their audiences ask for across channels. Join this session to learn how you can unlock key insights to drive lasting customer loyalty.
6-Step Guide to B2B Content Marketing that WorksLinkedIn
70 percent of marketers report that they plan
to produce more content this year than last
year. At the same time, only 30% rate their
efforts as “effective” or “very effective.”
That means a lot of us still struggle with the
marketing aspect of content marketing. Use
the 6 steps in the following slides as a
blueprint of how to build a content strategy
that produces measurable results.
Solo Content Strategy: Lesson for Lone Ranger & Tiny TeamsMalaika Carpenter
Learn how your solo or tiny content team can create a structured approach to producing high-quality content at the speed and volume you need to be successful. Malaika Carpenter presented this talk as a speaker at 2017 Confab Higher Ed. #ConfabEDU
Today, everyone is pushing content. Some feel that it is important to produce content everyday to be on the top of the SERP. While others feel they need something new everyday for social media or email campaign. To some extent, it is true that if you are not producing enough content, your competitors will. Hence, it is important that we have to produce content at a very fast pace.
But, at the same time, it is important that your content stands apart. Else you would soon become a part of the content deluge. If your content is not liked, it certainly won't spread. Lesser page views means low ranking for the targeted keywords or phrases. This brings us to the second conclusion: the content should be high quality.
Highest quality code in your SaaS project. Why should you care about it as a ...The Codest
We are launching a SaaS report dedicated to the whole SaaS market.
It is a useful pill of knowledge for the non-technical founders who are struggling with many challenges, especially the technological ones. In the report, we cover the specific problems/dilemmas such as:
- Is it worth making SaaS start-up if you are a non-technical founder?
- What are the biggest challenges to a non-technical founder?
- MVP as the most popular way to deliver product time to market
- Useful tips on how to build a SaaS product in 6 simple steps
Check out the report and make sure to eliminate common mistakes that can hurt your business. Are you a non-technical founder? Don’t worry!
In the short tutorial, you will learn how to successfully build a SaaS product with no programming skills.
Content Tips eBook from Pedowitz Group. Hundreds of tips!Cathy Veri
This eBook gives expert consulting advice on 16 types of content, with a slant towards optimizing search.
How many words should this blog post be? How is long- form copy used? How many words should a landing page include to optimize SEO?
Take a look: 16 content formats and hundreds of tips, coming straight to you. Bill Gates said, Content is King, in 1996. But he never explained all the details. We do, here in this eBook! Your main authors are Tracy Wehringer and Cathy Veri from The Pedowitz Group.
Find us: www.pedowitzgroup.com
SEO Collective Sydney - SEO Strategy.pptxAmanda King
Presented at the SEO Collective in Sydney in 2023, I go through my approach to SEO strategy, with both a background of the theory, the why, but also the practical implementation of how I do it and the tools I often use for it.
SEO and content design: Integrating user-centered search strategy into your w...Chris Corak
User-centered SEO isn’t just some magic you sprinkle on finished web copy right before hitting publish. SEO components—like user intent, internal-linking structures, content hierarchy, structured data, and meta descriptions—are built into content design decisions.
After clashing on projects and stepping on each others’ toes, Chris (an SEO) and Rebekah (a content and UX strategist) found smarter ways to integrate their work and create helpful, relevant web experiences that are search-engine friendly, too. In this session, they’ll share what they’ve learned and help you understand when, where, and how to integrate SEO into your content design process.
In this presentation, you’ll learn:
- A better understanding of how, when, and where SEO essentials play into your web content workflow
- Practical approaches and tools you can use to add a search-strategy lens to the content research and design work you already do, without compromising user experience
- Ideas on how to collaborate more effectively with SEO stakeholders
This presentation is a good fit for people who want to expand on their knowledge of modern search strategy and understand how to account for SEO without compromising user experience.
A 3.5 hour workshop introducing Presumptive Design, situating it within design thinking and research methods, and providing hands-on exercises to internalize the technique
Georgetown University Guest lecture on SEO and online marketingWO Strategies
April 7th. Guest Lecture on SEO and online marketing at Georgetown University's Digital Marketing class, a part of the Masters in Public Relations and Corporate Communications program.
Sourav SEO Case Study - 1k to 100k trafficsourav kumar
SEO is cool. didn't agree? I have managed to rank keywords like sbi personal loan single handedly. Here are the outcomes of my work: 1. I increased traffic 1k to 100k/pm 2. Increased DA 15 to 30. 3. Got 400+ organic leads. 4. Reduced Spam score 36 to 1. 5. Ranked highly competitive keyword 6. 900+ keywords on first page. 7. Increase High Quality Backlinks { before 400, Now 20k}
The Great Dis-Content: Tackling Content in a Website RedesignAndrea Zoellner
*** These slides accompany a talk given at WordCamp Kansas City on June 11, 2016. ***
Revamping the design of a website can be a fun and exciting project. Hopefully, the result is a prettier and more user-friendly site. But don’t forget about content! It’s easy to be consumed by theme design and features while overlooking the impact of a content review on the success of your website redesign.
I’ll share best practices for good website content, audits, and page rewrites while handling the challenges of simultaneous design and text overhauls.
This talk is aimed at webmasters, small business owners, web developers, or anyone interested in tips for effective copywriting, information hierarchy, and project management.
Building the Perfect Content Marketing Mix - Part II - Execution Tactics
Feel like it's time to mix up your marketing playlist? While there’s a lot you could be doing, sometimes it’s hard to know which tracks to start, stop, or pause. To help you find the right mix to meet your marketing goals, we consolidated responses from the 2015 Content Marketing Benchmarks, Budgets, and Trends research report section — “Which content marketing initiatives are you working on now, and in the next 12 months?” We broke out the results as follows:
• By priority
• By business type (B2B, B2C and nonprofit)
• By geography (North America, Australia, United Kingdom)
Part I covered two “playlists”: Internal Processes and Content Marketing Strategy Tactics (find that here on SlideShare as well). From channels to platforms to audience segmentation, we discussed how you can best establish your content marketing strategy and structure your team internally for more efficient processes.
Part II: Playlist 3 is where we show you how to mix things up a bit with different Execution Tactics. See how to create and deliver the best content to meet your business objectives. While some geographies and business types have similar priorities, others are finding their own unique beats — and the differences may surprise you.
We hope you find the following findings insightful and inspirational as you make your plans for the year ahead.
Enjoy!
Joe Pulizzi
These are the slides for a design thinking overview I gave to newly-onboarded developers at IBM. This is part of a larger session kicking off a six-month project where attendees will deliver user research, a set of hills and a prototype to key stakeholders looking for solutions to real problems. I used the example of helping Austin housing authorities fix the affordable housing problem that faces low-income families.
In the world of Internet Marketing, the old adage, “If you build it, they will come” is not true, even though it would be a lot easier on all of us if it was! Traffic generation is the lifeblood of any Internet business, and this eBook will cover some basic low-cost methods to help get you started. The tactics are not intended to provide a complete list of step-by-step directions, but as a guideline to help you develop the strategies that will work best for you in your business. Much has already been written on this subject. To provide detailed instructions on each of these tactics in a single book would be nearly impossible, and require a great deal of time – so we’re going to cut to the chase so you can start generating the traffic you need to dominate your niche. Are you ready to take charge and build explosive traffic to your website? Let’s get started! If you want your content to be easily found in the search engines, you
need to build it first and foremost to provide value to the readers, but you
also want to make it easy for the search engine bots to crawl and index.
SEO is a complex subject, so we won’t be going into a great deal of depth
here, but you’ll have enough to get started.
Be The King Of Your Content: A Six Week Guide to Creating, Promoting, & Measuring Great Content.
• Assess your existing content and execute changes that increase its
success
• Communicate a distinct brand message through a uniform voice and tone
• Create targeted content that engages your audience
• Manage the content strategy process and each contributing team member
• Implement cross-channel promotional strategies with long-term effects
• Set attainable goals and measure critical KPIs
SEO Buyer’s Guide Ebook by ServiceCrowdServiceCrowd
The SEO Buyer’s Guide Ebook is an unbiased guide that explains many of the mysteries and misunderstandings about SEO services. The guide includes 9 in-depth chapters that will make it easier for you to avoid common pitfalls and operate a successful outsourced SEO campaign.
Stephanie Söhnchen [ShareNOW], Give Them What They're Asking For: Using Data ...Khoros
74 percent of online consumers get frustrated when content is not personalised to their interests. With the data available, brands should deliver the experiences their audiences ask for across channels. Join this session to learn how you can unlock key insights to drive lasting customer loyalty.
6-Step Guide to B2B Content Marketing that WorksLinkedIn
70 percent of marketers report that they plan
to produce more content this year than last
year. At the same time, only 30% rate their
efforts as “effective” or “very effective.”
That means a lot of us still struggle with the
marketing aspect of content marketing. Use
the 6 steps in the following slides as a
blueprint of how to build a content strategy
that produces measurable results.
Solo Content Strategy: Lesson for Lone Ranger & Tiny TeamsMalaika Carpenter
Learn how your solo or tiny content team can create a structured approach to producing high-quality content at the speed and volume you need to be successful. Malaika Carpenter presented this talk as a speaker at 2017 Confab Higher Ed. #ConfabEDU
Today, everyone is pushing content. Some feel that it is important to produce content everyday to be on the top of the SERP. While others feel they need something new everyday for social media or email campaign. To some extent, it is true that if you are not producing enough content, your competitors will. Hence, it is important that we have to produce content at a very fast pace.
But, at the same time, it is important that your content stands apart. Else you would soon become a part of the content deluge. If your content is not liked, it certainly won't spread. Lesser page views means low ranking for the targeted keywords or phrases. This brings us to the second conclusion: the content should be high quality.
Highest quality code in your SaaS project. Why should you care about it as a ...The Codest
We are launching a SaaS report dedicated to the whole SaaS market.
It is a useful pill of knowledge for the non-technical founders who are struggling with many challenges, especially the technological ones. In the report, we cover the specific problems/dilemmas such as:
- Is it worth making SaaS start-up if you are a non-technical founder?
- What are the biggest challenges to a non-technical founder?
- MVP as the most popular way to deliver product time to market
- Useful tips on how to build a SaaS product in 6 simple steps
Check out the report and make sure to eliminate common mistakes that can hurt your business. Are you a non-technical founder? Don’t worry!
In the short tutorial, you will learn how to successfully build a SaaS product with no programming skills.
Content Tips eBook from Pedowitz Group. Hundreds of tips!Cathy Veri
This eBook gives expert consulting advice on 16 types of content, with a slant towards optimizing search.
How many words should this blog post be? How is long- form copy used? How many words should a landing page include to optimize SEO?
Take a look: 16 content formats and hundreds of tips, coming straight to you. Bill Gates said, Content is King, in 1996. But he never explained all the details. We do, here in this eBook! Your main authors are Tracy Wehringer and Cathy Veri from The Pedowitz Group.
Find us: www.pedowitzgroup.com
SEO Collective Sydney - SEO Strategy.pptxAmanda King
Presented at the SEO Collective in Sydney in 2023, I go through my approach to SEO strategy, with both a background of the theory, the why, but also the practical implementation of how I do it and the tools I often use for it.
SEO and content design: Integrating user-centered search strategy into your w...Chris Corak
User-centered SEO isn’t just some magic you sprinkle on finished web copy right before hitting publish. SEO components—like user intent, internal-linking structures, content hierarchy, structured data, and meta descriptions—are built into content design decisions.
After clashing on projects and stepping on each others’ toes, Chris (an SEO) and Rebekah (a content and UX strategist) found smarter ways to integrate their work and create helpful, relevant web experiences that are search-engine friendly, too. In this session, they’ll share what they’ve learned and help you understand when, where, and how to integrate SEO into your content design process.
In this presentation, you’ll learn:
- A better understanding of how, when, and where SEO essentials play into your web content workflow
- Practical approaches and tools you can use to add a search-strategy lens to the content research and design work you already do, without compromising user experience
- Ideas on how to collaborate more effectively with SEO stakeholders
This presentation is a good fit for people who want to expand on their knowledge of modern search strategy and understand how to account for SEO without compromising user experience.
A 3.5 hour workshop introducing Presumptive Design, situating it within design thinking and research methods, and providing hands-on exercises to internalize the technique
Georgetown University Guest lecture on SEO and online marketingWO Strategies
April 7th. Guest Lecture on SEO and online marketing at Georgetown University's Digital Marketing class, a part of the Masters in Public Relations and Corporate Communications program.
Sourav SEO Case Study - 1k to 100k trafficsourav kumar
SEO is cool. didn't agree? I have managed to rank keywords like sbi personal loan single handedly. Here are the outcomes of my work: 1. I increased traffic 1k to 100k/pm 2. Increased DA 15 to 30. 3. Got 400+ organic leads. 4. Reduced Spam score 36 to 1. 5. Ranked highly competitive keyword 6. 900+ keywords on first page. 7. Increase High Quality Backlinks { before 400, Now 20k}
The Great Dis-Content: Tackling Content in a Website RedesignAndrea Zoellner
*** These slides accompany a talk given at WordCamp Kansas City on June 11, 2016. ***
Revamping the design of a website can be a fun and exciting project. Hopefully, the result is a prettier and more user-friendly site. But don’t forget about content! It’s easy to be consumed by theme design and features while overlooking the impact of a content review on the success of your website redesign.
I’ll share best practices for good website content, audits, and page rewrites while handling the challenges of simultaneous design and text overhauls.
This talk is aimed at webmasters, small business owners, web developers, or anyone interested in tips for effective copywriting, information hierarchy, and project management.
Building the Perfect Content Marketing Mix - Part II - Execution Tactics
Feel like it's time to mix up your marketing playlist? While there’s a lot you could be doing, sometimes it’s hard to know which tracks to start, stop, or pause. To help you find the right mix to meet your marketing goals, we consolidated responses from the 2015 Content Marketing Benchmarks, Budgets, and Trends research report section — “Which content marketing initiatives are you working on now, and in the next 12 months?” We broke out the results as follows:
• By priority
• By business type (B2B, B2C and nonprofit)
• By geography (North America, Australia, United Kingdom)
Part I covered two “playlists”: Internal Processes and Content Marketing Strategy Tactics (find that here on SlideShare as well). From channels to platforms to audience segmentation, we discussed how you can best establish your content marketing strategy and structure your team internally for more efficient processes.
Part II: Playlist 3 is where we show you how to mix things up a bit with different Execution Tactics. See how to create and deliver the best content to meet your business objectives. While some geographies and business types have similar priorities, others are finding their own unique beats — and the differences may surprise you.
We hope you find the following findings insightful and inspirational as you make your plans for the year ahead.
Enjoy!
Joe Pulizzi
These are the slides for a design thinking overview I gave to newly-onboarded developers at IBM. This is part of a larger session kicking off a six-month project where attendees will deliver user research, a set of hills and a prototype to key stakeholders looking for solutions to real problems. I used the example of helping Austin housing authorities fix the affordable housing problem that faces low-income families.
In the world of Internet Marketing, the old adage, “If you build it, they will come” is not true, even though it would be a lot easier on all of us if it was! Traffic generation is the lifeblood of any Internet business, and this eBook will cover some basic low-cost methods to help get you started. The tactics are not intended to provide a complete list of step-by-step directions, but as a guideline to help you develop the strategies that will work best for you in your business. Much has already been written on this subject. To provide detailed instructions on each of these tactics in a single book would be nearly impossible, and require a great deal of time – so we’re going to cut to the chase so you can start generating the traffic you need to dominate your niche. Are you ready to take charge and build explosive traffic to your website? Let’s get started! If you want your content to be easily found in the search engines, you
need to build it first and foremost to provide value to the readers, but you
also want to make it easy for the search engine bots to crawl and index.
SEO is a complex subject, so we won’t be going into a great deal of depth
here, but you’ll have enough to get started.
Similar to DMO Advanced 2022: 30 Tips for Better Performing Content (20)
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.
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
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
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.
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.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
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.
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
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
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.
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DMO Advanced 2022: 30 Tips for Better Performing Content
1. 1
30 Tips for Better
Performing Content
in Search
Justin Coons • Senior Product Manager, DigitalOcean
2. About me
2
Product manager at DigitalOcean
● Cloud hosting and infrastructure provider
Previously
● Twilio, Dice.com, eFinancialCareers
B.S. News-Editorial Journalism, University of Colorado
● Associated Press, The Sporting News, Sports Illustrated
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01
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Where does
successful SEO
content start?
7
August 2021
Do NOT start content planning by opening
the keyword planner. Don’t do it!
Instead, start with your business’s user
personas (both current and desired).
Speak with internal stakeholders, and if
needed, research independently to
understand their motivations and concerns.
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4. Next, ideate content topics into
these four categories
Adjacent Interest Topics
Problem Aware Topics
Solution Aware Topics
Brand Aware Topics
Higher search volume
Higher converting
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Starting with the top two topic types
These are topics that your target audience is interested in,
but aren’t directly related to your product or service.
Ex: “Top Node JS whiteboard interview questions”
5. Important: Only write about these topics if your strategy
involves community building. These topics are worthless for
more direct, transactional websites.
Adjacent Interest Topics
The user has an issue or a challenge or issue they’re trying
to solve, and they’re looking for information about how to
resolve it.
Ex: “How to create a website for my business”
Lower converting initially, higher traffic
Problem Aware Topics
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The bottom half of our topic types
Your user knows how to resolve their challenge or issue, and
now they are evaluating different solutions.
Ex: “No-code website builders”
Medium conversions, medium traffic
Solution Aware Topics
The user is familiar with different solution providers and is
now evaluating them before making a decision.
Ex: “Heroku alternatives”, “DigitalOcean App Platform vs
AWS Lightsail.”
Many conversions, not much traffic
Brand Aware Topics
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02
03
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August 2021
Using the keyword planner to ID topics first
often leads to finding topics that seem related to
your product or service, but no real users are
actually looking for them.
It avoids the trap of
targeting BS keywords
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It also creates a natural information architecture
Adjacent Interest Topics
Problem Aware Topics
Solution Aware Topics
Brand Aware Topics
Link to
Link to
Engagement / Awareness
14. You’ll now have a
spreadsheet with
content ideas sorted
by topic type
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August 2021
Tip No. 10… now we’re cooking with gas!
Identify focus
keywords for each of
your topic ideas.
Now, use the keyword
planner to reference
MSV for those KWs.
Prioritize your content
from the bottom of
the funnel, upwards.
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01
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03
Build for simplicity
& easy navigation
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August 2021
Use folders deliberately and sparingly to sort
content in your URLs:
● domain.com/blog/descriptive-slug/
● domain.com/blog/category/descriptive-slug/
if you have a lot of content.
For linking, make it possible to find content
in as few clicks as possible.
● “Related articles” widgets
● Anchor linking
● Categories and tags
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13. One quick tip for categories and tags
Limit the number of categories and tags that authors may use.
This will prevent technical SEO issues that can arise from
near-duplicates or tag pages with too few results.
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14. Build your navigation and interlink to create
‘clusters’ of articles related by theme
Community
Home
Big guide: Learn
how to code in
Javascript
Syntax
Data
Types
HTML
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01
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August 2021
Search engines understand topics as entities, so
it really isn’t possible anymore to rank for a
single keyword in a vacuum.
Through smart interlinking and comprehensive
coverage, we must own the topic.
‘Semantic search’
measures our
authority on the topic
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This arrangement gives users a natural ‘next step’
and helps us build conversion funnels
Community
Home
Big guide: Learn
how to code in
Javascript
Syntax
Data
Types
HTML
Try out
your new
skill on a
DO VPS
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15. Calculate and monitor content output (in a
non-creepy way) to set reasonable expectations
6 hours per
1,200 word
guide
4 guides
per week
(YMMV)
1,000 new
monthly users
per guide
(YMMV)
3% CVR,
30 leads per
week
1,560 new
leads per year,
if all goes well
One Full-Time Employee
26. Use Thruuu for
awesome outline
recommendations
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August 2021
Thruuu (https://app.thruuu.com/) is free for your first 10 queries
each month. Plug in a keyword, and it will give you:
● Complete outlines of the Top 10 ranking results based on
their H2s & H3s
● “People Also Asked” recommendations
● “Related Searches” recommendations
● Word count
● Image and structured data usage
● Expected update cadence
Tip No. 16
28. Spicy option: Use
GPT-3 for the
boring stuff
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August 2021
With your content outline written with help from Thruuu, GPT-3
content tools like OpenAI, Copyscape and Jasper.ai are pretty
clever at giving you some starting copy.
The catch - It needs lots of editing and fact checking.
Tip No. 17
31. Not optional: Include something
novel or unique in your content
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August 2021
You can:
● Use Thruuu to sketch out a basic outline
● Use GPT-3 to fill in basic bits in your content that anyone can write
However, anytime your produce content to support the credibility or authority of your
brand, you should include novel or unique information that no one else has written
about. You are an expert in your field. Demonstrate it!
Tip No. 18
32. Write in a way your
readers will trust
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August 2021
SEO content has a pretty consistent and (often)
aggravating tone. You don’t have to write that way
to do well in organic search!
Remember, write for humans – not for machines.
Tip No. 19
33. Use Clearscope
for keyword hints,
but remember: It
isn’t gospel
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August 2021
Clearscope.io can give great recommendations around keyword
usage and article length. Use it for one final pass before
publishing.
But remember: Clearscope is an automated tool. Don’t blindly
follow its recommendations if something seems amiss.
Tip No. 20
35. Customize your
analytics
dimensions
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August 2021
Tag your content with custom attributes for anything
that can be useful for reporting your success and
analyzing opportunities for optimization.
Tip No. 21
Custom dimension idea
Awareness stage
Topic
Related product / service
Publish date
Word count
Tone
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22. Measure the lifespan of your content, and
segment these measurements by your dimensions
38. Your reporting will
be a lot crisper
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August 2021
“All unique users from organic” doesn’t tell the story
why business improved or got worse.
Segmentation showing traffic by awareness phase,
topic or product interest gives you more data to tell
a better story.
39. You can plan your
maintenance
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August 2021
Content lifespans vary by subject matter. This gives
you specific data around when you should plan to
review and update your existing content.
40. You can fine-tune
your strategy
40
August 2021
Our tools give us approximations and guesses, but
this data allows us to see what actually resonates
with users and where we can be most productive
with our time.
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Stay organized and consistent;
stay off the ‘content treadmill’
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August 2021
Use your lifespan data to determine a content
maintenance schedule.
Document this schedule in a shared space,
including a changelog for each article that
is maintained.
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Update for new information or content that
has changed since you wrote it.
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Pare anything that is no longer relevant or
doesn’t produce any business value.
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Miscellaneous tips that
didn’t fit anywhere else
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August 2021
Don’t internationalize your content, unless you
have a very compelling business case.
Use “Table of Contents” widgets with jump
links on articles with 4+ subsections.
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Authors pages - Make it easy for readers to
find out who your writers are and how to
contact them.
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Got a budget and need to grow quickly?
Explore content acquisitions.
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