The document discusses the demands for content in the modern digital landscape and defines content strategy and content marketing. It notes that the demands for content are intense, with billions of pieces of new content shared daily across social media platforms. It then outlines three parts to defining a content strategy: external messaging by understanding audiences and defining voice/tone, internal workflows for content creation and governance, and technological delivery of content. The document also defines goals for content marketing as attracting, acquiring, engaging, and driving action from audiences. It provides examples for how to achieve each of these goals. Finally, it discusses how to be a "content superhero" by listening, advocating processes and systems, and iterating content strategies.
Managing your Content Projects with Success and PanacheAhava Leibtag
Learn to manage your content projects by treating content like a product, separating content and design meetings, and using simple project management tools and techniques.
We aim to create high-quality content. We really do. But, more-often-than-not, we fail. We understand that high-quality content must be clear, concise, and consistent in voice, tone, and terminology. We also know that it’s supposed to be easily findable, accessible, retrievable, and relevant those who need it—delivered when, where, and how they prefer it.
Crafting content that follows the rules (grammar, punctuation, linguistics) isn’t good enough. Our content also has to be helpful.
In this fast-paced talk, Scott Abel describes what it means to be helpful. You’ll discover how understanding the power of explanation
Presented November 27, 2018, at Quadrus Conference Center for Information Development World 2018.
Healing your Content Process for Effective ResultsAhava Leibtag
Your organization is good at treating sick people, but what if it’s your Web content that’s ailing? Whether you’re redesigning or creating from scratch, content is often a source of headaches and nausea. But it doesn’t need to be this way! In this workshop, we’ll set you on a path to recovery with a three step program:
• Diagnose the problems - Audit your current content and uncover relevant information that will inform your content creation efforts moving forward.
• Establish treatment objectives - Establish KPIs for success and understand what engagement metrics really matter in your organization.
• Engage the care team – Learn to effectively manage doctors, academics and researchers in the content production process so you can keep your project running smoothly. This active learning workshop will include interactive hands-on activities and devote time to roleplaying common questions and pitfalls, so come ready with questions of your own.
After this workshop, you will have the tools you need to manage a new content project and set your organization on the road to success.
Managing your Content Projects with Success and PanacheAhava Leibtag
Learn to manage your content projects by treating content like a product, separating content and design meetings, and using simple project management tools and techniques.
We aim to create high-quality content. We really do. But, more-often-than-not, we fail. We understand that high-quality content must be clear, concise, and consistent in voice, tone, and terminology. We also know that it’s supposed to be easily findable, accessible, retrievable, and relevant those who need it—delivered when, where, and how they prefer it.
Crafting content that follows the rules (grammar, punctuation, linguistics) isn’t good enough. Our content also has to be helpful.
In this fast-paced talk, Scott Abel describes what it means to be helpful. You’ll discover how understanding the power of explanation
Presented November 27, 2018, at Quadrus Conference Center for Information Development World 2018.
Healing your Content Process for Effective ResultsAhava Leibtag
Your organization is good at treating sick people, but what if it’s your Web content that’s ailing? Whether you’re redesigning or creating from scratch, content is often a source of headaches and nausea. But it doesn’t need to be this way! In this workshop, we’ll set you on a path to recovery with a three step program:
• Diagnose the problems - Audit your current content and uncover relevant information that will inform your content creation efforts moving forward.
• Establish treatment objectives - Establish KPIs for success and understand what engagement metrics really matter in your organization.
• Engage the care team – Learn to effectively manage doctors, academics and researchers in the content production process so you can keep your project running smoothly. This active learning workshop will include interactive hands-on activities and devote time to roleplaying common questions and pitfalls, so come ready with questions of your own.
After this workshop, you will have the tools you need to manage a new content project and set your organization on the road to success.
Crowdsourcing your documentation: Managing a crowdsourced documentation projectSusan Griffin
Crowdsourcing is defined as “the act of taking a function once performed by employees and outsourcing it to an undefined (and generally large) network of people in the form of an open call” (source: "The Rise of Crowdsourcing," June 2006, Wired magazine). If you look online, you’ll find many examples of this concept at work in forums and websites designed expressly for the purpose of shared content creation: Wikipedia, IMDB (internet movie database), and reddit, just to name a few.
What I am talking about here, crowdsourcing a documentation project, is a little bit different. It is document creation that is outsourced to a group of internal users, and project managed by someone with a writing/information architecture background. I would describe this as more of a “controlled crowdsourcing” scenario, with a smaller group of contributors, and contained within a single organization. If you haven’t experienced this yet, chances are that you will, and soon. With more companies needing the writing staff they have to “work smarter and more creatively,” I would argue that this is something we all need to adapt to as professional content creators.
We will take you through DesignHammer’s recent, two part, newsletter creation process from start to finish. First, we’ll share ideas for simple, sustainable, and scalable processes for content generation. Then, we will give a brief overview of email marketing tools currently in the marketplace. Finally, we’ll discuss our experience using MailChimp. This will include some of MailChimp’s technical features, which can aid in reaching your desired audience.
Ryan MacCarrigan’s keynote covers the growing role of Agile Development and Lean in the context of content development and delivery—where complex content is the “product” and the end goal is to shorten cycle times, eliminate waste, or improve measured business outcomes without sacrificing quality or accuracy.
The audience will learn:
How to structure strategic content development in a similar fashion to the Agile product development lifecycle
How the “Build-Measure-Learn” framework of Lean Startup fame can be applied to rapid content testing and delivery
How developing a Lean mindset can help content-driven organizations break down silos and “Fail Fast,” improving overall institutional knowledge.
Presented November 28, 2018, at Quadrus Conference Center for Information Development World 2018.
Have you or your organization fallen victim to one of the classic website blunders? Was it organization by board member, stock photo syndrome, design by committee, vanishing volunteer web developer, or something else? We will discuss 10 classic website blunders we have witnessed that rendered potentially successful projects ineffective engagement tools, and tell you how to avoid them.
Get It Right the First Time Through Cheap and Easy DIY Usability Testing - Dr...DesignHammer
“If you want a great site, you’ve got to test.” - Steve Krug, Usability Expert
At it’s most basic, usability is about insuring something, such as a website, works well. Without usability testing results, design and functionality decisions are based on opinion. Despite the understood importance, many organizations believe usability testing is too expensive and time consuming to fit their budget and schedule. We will show how usability tests can be performed both quickly and inexpensively using popular DIY usability techniques. We will cover both analog and online tools for user surveys, card sorting, tree testing, first click testing, and user testing. You don’t need a lot of participants either—many valuable tests may be performed with as few as five subjects.
Takeaways:
What is usability testing?
What, when, and who to test?
List of free and/or inexpensive usability tools
How to plan and run your own usability test?
What to do with the data when you are done?
My colleague and I managed a team of 5 to 7 writers, using Agile processes to successfully overhaul a Help system for complex genetic sequencing software in just over six months. The approach uses 3 weekly sprints that gets each writer 1) analyzing and identifying gaps in existing content 2) writing and updating content, and then 3) peer editing and revising content. The sprints overlap so that every week each writer is actively writing, peer reviewing and editing content.
Facing deadlines for frequent quarterly releases, we used Excel spreadsheets and OneNote notebooks to record meeting notes, topic TOCs and assignments, rather than a more administrative intensive ticket-based system (such as JIRA). Writers, whose skill levels ranged from junior to senior, learned how to use the software through hour-long question-and-answer group sessions with SMEs.
Attend this session to learn how an agile writing process can help boost collaboration and increase comradeship amongst information developers; decrease the time spent with subject matter experts, and optimize content development.
Presented November 28, 2018, at Quadrus Conference Center for Information Development World 2018.
(updated Nov. 2014) Your content can't succeed unless your people are aligned. Here's how to manage organizational politics and change culture to let content help audiences meet their needs and help the organization meet its goals.
Website Redesign in Drupal: are you planning to succeed or succeeding to fail...DesignHammer
Are you currently using, or considering Drupal? Whether you are looking to develop an organization's initial website or upgrade an existing one, managing a website development project can be a daunting task, especially if your organization lacks internal website design and development expertise. Drupal provides an extremely flexible platform, but determining an appropriate approach to best fit your organization's needs and budget often involves navigating the benefits and costs of different providers, approaches, and technologies.
The Connect to London Business Programme begins on June 28th. The brochure includes the full itinerary, bios on all the delegates and a list of speakers.
Marketers need digital asset creation to be collaborative so that assets can be reused and repurposed efficiently across multiple channels. That collaboration is only possible with a process that is powered by the marketers themselves. This new, agile process must be focused on the creation, publishing, re-use, and measurement of rich media, as opposed to finding, limiting, governing, and archiving assets. Discover how agile teams, assets, and processes can create collaborative content, better brands, and faster content marketing.
Eksterne blikk på skolekommunen, hva betyr det for oss? Støtte eller utidig innblanding?Om bruk av ekstern kompetanse for å komme lenger.
Foredrag på nasjonal skoleutviklingskonferanse i april 2013.
Crowdsourcing your documentation: Managing a crowdsourced documentation projectSusan Griffin
Crowdsourcing is defined as “the act of taking a function once performed by employees and outsourcing it to an undefined (and generally large) network of people in the form of an open call” (source: "The Rise of Crowdsourcing," June 2006, Wired magazine). If you look online, you’ll find many examples of this concept at work in forums and websites designed expressly for the purpose of shared content creation: Wikipedia, IMDB (internet movie database), and reddit, just to name a few.
What I am talking about here, crowdsourcing a documentation project, is a little bit different. It is document creation that is outsourced to a group of internal users, and project managed by someone with a writing/information architecture background. I would describe this as more of a “controlled crowdsourcing” scenario, with a smaller group of contributors, and contained within a single organization. If you haven’t experienced this yet, chances are that you will, and soon. With more companies needing the writing staff they have to “work smarter and more creatively,” I would argue that this is something we all need to adapt to as professional content creators.
We will take you through DesignHammer’s recent, two part, newsletter creation process from start to finish. First, we’ll share ideas for simple, sustainable, and scalable processes for content generation. Then, we will give a brief overview of email marketing tools currently in the marketplace. Finally, we’ll discuss our experience using MailChimp. This will include some of MailChimp’s technical features, which can aid in reaching your desired audience.
Ryan MacCarrigan’s keynote covers the growing role of Agile Development and Lean in the context of content development and delivery—where complex content is the “product” and the end goal is to shorten cycle times, eliminate waste, or improve measured business outcomes without sacrificing quality or accuracy.
The audience will learn:
How to structure strategic content development in a similar fashion to the Agile product development lifecycle
How the “Build-Measure-Learn” framework of Lean Startup fame can be applied to rapid content testing and delivery
How developing a Lean mindset can help content-driven organizations break down silos and “Fail Fast,” improving overall institutional knowledge.
Presented November 28, 2018, at Quadrus Conference Center for Information Development World 2018.
Have you or your organization fallen victim to one of the classic website blunders? Was it organization by board member, stock photo syndrome, design by committee, vanishing volunteer web developer, or something else? We will discuss 10 classic website blunders we have witnessed that rendered potentially successful projects ineffective engagement tools, and tell you how to avoid them.
Get It Right the First Time Through Cheap and Easy DIY Usability Testing - Dr...DesignHammer
“If you want a great site, you’ve got to test.” - Steve Krug, Usability Expert
At it’s most basic, usability is about insuring something, such as a website, works well. Without usability testing results, design and functionality decisions are based on opinion. Despite the understood importance, many organizations believe usability testing is too expensive and time consuming to fit their budget and schedule. We will show how usability tests can be performed both quickly and inexpensively using popular DIY usability techniques. We will cover both analog and online tools for user surveys, card sorting, tree testing, first click testing, and user testing. You don’t need a lot of participants either—many valuable tests may be performed with as few as five subjects.
Takeaways:
What is usability testing?
What, when, and who to test?
List of free and/or inexpensive usability tools
How to plan and run your own usability test?
What to do with the data when you are done?
My colleague and I managed a team of 5 to 7 writers, using Agile processes to successfully overhaul a Help system for complex genetic sequencing software in just over six months. The approach uses 3 weekly sprints that gets each writer 1) analyzing and identifying gaps in existing content 2) writing and updating content, and then 3) peer editing and revising content. The sprints overlap so that every week each writer is actively writing, peer reviewing and editing content.
Facing deadlines for frequent quarterly releases, we used Excel spreadsheets and OneNote notebooks to record meeting notes, topic TOCs and assignments, rather than a more administrative intensive ticket-based system (such as JIRA). Writers, whose skill levels ranged from junior to senior, learned how to use the software through hour-long question-and-answer group sessions with SMEs.
Attend this session to learn how an agile writing process can help boost collaboration and increase comradeship amongst information developers; decrease the time spent with subject matter experts, and optimize content development.
Presented November 28, 2018, at Quadrus Conference Center for Information Development World 2018.
(updated Nov. 2014) Your content can't succeed unless your people are aligned. Here's how to manage organizational politics and change culture to let content help audiences meet their needs and help the organization meet its goals.
Website Redesign in Drupal: are you planning to succeed or succeeding to fail...DesignHammer
Are you currently using, or considering Drupal? Whether you are looking to develop an organization's initial website or upgrade an existing one, managing a website development project can be a daunting task, especially if your organization lacks internal website design and development expertise. Drupal provides an extremely flexible platform, but determining an appropriate approach to best fit your organization's needs and budget often involves navigating the benefits and costs of different providers, approaches, and technologies.
The Connect to London Business Programme begins on June 28th. The brochure includes the full itinerary, bios on all the delegates and a list of speakers.
Marketers need digital asset creation to be collaborative so that assets can be reused and repurposed efficiently across multiple channels. That collaboration is only possible with a process that is powered by the marketers themselves. This new, agile process must be focused on the creation, publishing, re-use, and measurement of rich media, as opposed to finding, limiting, governing, and archiving assets. Discover how agile teams, assets, and processes can create collaborative content, better brands, and faster content marketing.
Eksterne blikk på skolekommunen, hva betyr det for oss? Støtte eller utidig innblanding?Om bruk av ekstern kompetanse for å komme lenger.
Foredrag på nasjonal skoleutviklingskonferanse i april 2013.
Francisco Laranjeira, Diretor Geral da ENERCON Portugal
Conferência Internacional Europe Business - "Mais eficiência, Maior Competitividade em Portugal"
FORUM PORTUGAL ENERGY POWER promovido pela ANJE no dia 21 de novembro, na Alfândega do Porto
Argentine ant is one of the most invasive species but only found in the temperate Southern states. PIA key is a useful tool (as it the Sumitomo pocket guide, available on the stand).
Infográfico - 5 motivos para a sua marca ter um aplicativoLinx
Na era dos smartphones, empresa inteligente aparece na tela do celular do cliente. Conheça cinco ótimas razões que levam redes de fast food, bares e restaurantes a investirem num app da marca.
Descubra as vantagens de apostar neste tipo de inovação:
- A facilidade de interação entre consumidor e marca;
- Agilidade no atendimento e comodidade para o cliente;
- Sua marca disponível 24 horas na tela do smartphone do consumidor;
E muito mais!
A lecture on how to boost your performance through insights in self confidence and self esteem.
From Self Confidence to Self Esteem - Empowerment of a High Achiever
Anela Chan, Lead Data Scientist at Contently, tells us how we can incorporate science into our content and storytelling, resulting in better engagement.
Discover the 10 steps of the content strategy roadmap, including hands-on exercises. Content Strategy Deep-Dive session at the American Society of Association Executives 2014 Technology Conference. Delivered with Carrie Hane Dennison, Dina Lewis, and Maggie Swearingen
Today, the majority of your content lives on your website. Tomorrow, it needs to go much further.
According to Sara Wachter-Boettcher, “As devices and channels multiply, we need content that can go more places, more easily.”
In this presentation, Sara, author of the book “Content Everywhere: Strategy and Structure for Future-Ready Content,” shows you how to create purposeful, modular and re-usable content.
You’ll create content once, then re-use it on websites, microsites, kiosks and even smartwatches.
A brief history of social media, social media 101 tactics, and the metrics and strategy behind it all. This deck was created for an upper-class undergraduate course on digital metrics at The University of Texas.
What's that smell? Your Content R.O.T! Ethology Content Marketing WebinarMike Corak
Website visitors and search engines love fresh, relevant content. You know what they hate? The redundant, outdated and trivial (R.O.T.) content that’s sitting on your site right now.
How did we get here? By prioritizing quantity over quality, and focusing on the value of search over the value content brings to customers. More content is not the answer, and many marketers are content marketing their brands and customers to death. Thankfully, there is a solution.
Website visitors and search engines love fresh, relevant content. You know what they hate? The redundant, outdated and trivial (R.O.T.) content that’s sitting on your site right now.
How did we get here? By prioritizing quantity over quality, and focusing on the value of search over the value content brings to customers. More content is not the answer, and many marketers are content marketing their brands and customers to death. Thankfully, there is a solution.
This presentation covers the following:
Identify existing R.O.T. content and formulate a plan to eliminate it
Develop R.O.T.-resistant content that works harder, while publishing less often
Think more about what customers want and less about filling your publishing calendar
Webinar - Copywriting for the Web: Today's Best Practices - 2017-05-18TechSoup
Visit http://www.techsoup.org for donated tech for nonprofits and libraries!
Have you been putting off making needed changes to your website copy? Not sure what will make the most impact? Need some detailed feedback?
Of course, you know that your website forms an essential part of your organization's marketing. It needs to deliver compelling content that your readers eagerly engage with. The words and pictures have to jump off the screen and meet your readers where they are. But actually cranking out that copy can sometimes be a challenge.
This webinar offers plenty of tips and techniques to make sure your content is web reader-friendly, while it stresses your community impact.
Building a Brand in a Multi-Platform Multi-Channel WorldAhava Leibtag
Learn basic concepts you need for maintaining a consistent user experience across channels when creating content that supports your brand and furthers your sales process.
Get the Right Coverage: Your Guide to Content Marketing for InsuranceAhava Leibtag
Learn about content, aligning your content with business objectives and user tasks, the difference between content strategy and content marketing and how to use neuroscience to create inspiration marketing.
How to integrate content strategy and social mediaEthology
Everybody knows a strong social media presence requires relevant content for users to react to, engage with, and share. However, making this a reality is easier said than done, especially if your content strategy and social media teams aren’t working together to develop strategically calendared content and in-the-moment posts.
Moderated by Jay Baer, New York Times Best-Selling Author of YouTility, and featuring Benjie Pressman, social director at ethology, and Anna Hrach, head of content strategy at ethology, “How to Integrate Social Media and Content Strategy” will help ensure your social media and content strategy efforts work in tandem to support business objectives, engage audiences, and produce more meaningful results.
Back to Basics: Getting the Content Essentials Rightdclsocialmedia
In this session we’ll consider what we might be neglecting in our rush to be exciting and trendy. We’ll explore the content essentials, and look at how an organization can manage and plan for them.
When Your Brand Is in Crisis: How to Track Reputation Repair on Social MediaNetBase Solutions Inc.
A health scare, product tampering, a false rumor, a corrupt executive…these are the crises that can quickly take down a successful brand. But any number of companies have weathered these kinds of troubles, responding to adversity with programs that actually improve their reputations. By using social listening strategies, they’re able to contain the crisis, prevent the spread of misinformation and minimize the impact to the bottom line.
Hear from social analytics experts at NetBase about strategies for tracking brand reputation by listening to what consumers are saying and sharing in real time. They’ll share insights from a recent high-profile brand crisis, showing how social analytics identified changes in brand mentions and provided context to repair reputation. You will learn:
How social analytics can spot an emerging social decision situation
Methods to identify themes and issues to craft an appropriate response
Why real-time insights can rebuild a brand’s reputation
Build your "Skills": Getting your Content Ready for Voice and ChatbotsAhava Leibtag
What’s coming next in content marketing? Voice-activated search! Semantic search is the future for search engines, and people search for topics using questions. In this presentation, you’ll learn voice basics and the specific things you need to do to get your content ready to drive more patients to your website and your services using voice-activated search.
How Content can Kick Start your Professional ReferralsAhava Leibtag
As the landscape of healthcare changes, professional referral partnerships are becoming vital for organizations of every type. But what role can content marketing play? How can you use content to enhance your profile in the eyes of strategic partners like hospitals and physician groups?
If you’ve already mastered content marketing to engage senior residents and their adult children, now is the time to use the same tools to create a powerful network of referral partners that will generate a steady stream of referrals for your higher levels of care services.
Learning Objectives:
-How to use marketing to build healthcare-based referral relationships
-How to create great content to engage network partners and grow referral channels
-Best practices from top healthcare brands that you can use too
How to Create a North Star Editorial ToolkitAhava Leibtag
All organizations need to know how to answer the following questions: To whom are we speaking? Who are we as a brand? What are we saying? How are we saying it? When and where do we say it? Learn how to create tools that answer these fundamental questions and put them together in a north star guide for your content marketing programs.
The Next Step in Content Marketing: Governance and WorkflowsAhava Leibtag
If you are struggling with “too much content,” “not enough content,” or “the wrong content,” this workshop is for you! Learn how to master the fundamentals of producing great content, including how to align teams, formulate iterative plans for governance and workflow, and sell your organization on the consistency and coherency that guidelines and standards will bring to content. Take home a recipe for:
Assessing current workflow and governance standards
Choosing the right tools for your organization
Building tools that work
Gaining executive and team buy-in
Presented at Forum for Healthcare Strategists
We’ve all been so focused on designing for mobile devices that we’ve forgotten about content. But how your customers find, consume, and share your content on mobile is more important than ever. Learn about how to use content strategy to solve these issues, including content modeling, content auditing, and the core model. It may sound super nerdy now, but it won’t be once you’re there. (Presented at The Now What Conference 2017)
How do you design for content in a mobile world? Learn about the core model and how it can help you get to a smart place where you're putting content first.
It takes a lot of work to say the right thing. Particularly in UX, where we spend so much of our time being critical of design, content, strategy, and products, how do we artfully communicate with our clients to create a feeling of rapport, collaboration, and collegiality?
Join this lively, interactive session to hear real-life examples from a veteran in the field on how to effectively communicate during difficult conversations.
This session will examine how to:
Manage challenging conversations around scoping
Right a derailed project
Create consensus without agreement
Increase healthcare social media engagement with content strategy (Geisinger ...Ahava Leibtag
Increase channel participation by 30% by implementing a content strategy. We also demonstrate Facebook engagement increase by 314%. A great presentation for a healthcare marketer who wants to improve your content strategy.
Using Data to Improve Hospital MarketingAhava Leibtag
3 case studies prove that usability studies, content auditing and content strategy increases traffic. In one case study, we increased traffic 330% to a hospital blog by creating personas.
Plan Your Content Media Strategy Before Your Social Media StrategyAhava Leibtag
Both content strategy and social media are hot topics for strategic marketers. Where should you focus: social media or content strategy? And, how do you put together a strategic plan that encompasses all your goals and objectives while using the resources you have? In this session, we will review the basic building blocks of content, strategic plans for social media and content strategy and how to work within a budget.
Topics include:
Understand content and distribution
Create strategic content and social media strategies
Understand how to have a fabulous conversation with your target audiences
Content audits can be mind-numbingly boring and time consuming. They require an incredible amount of patience and curiosity. But, they are an absolute necessity for all businesses, as they manage their digital content assets.
Learn how to:
Distinguish between different types of content audits
Decide what type of content audit you need
Perform a gap analysis
Use the information you glean from content audits
Get creative when you encounter a wall
We will use three case studies—a major university, a healthcare client and a major publishing company—to illustrate how to make sense of content audits. Focus will be on understanding content requirements, how to present data to the C-suite and how to use all the information you learn from a content audit without losing your mind.
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
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.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
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.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
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.
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
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
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.
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
3. Every minute…
• YouTube users upload 48 hours of video
• Facebook users share 684,478 pieces of
content
• Instagram users share 3,600 new photos
• Tumblr sees 27,778 new posts published
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4. Demanding?
The average brand organization is
responsible for the content demands of
178 social media properties, plus
websites, blogs and live events.
--The Altimeter Group (2013)
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6. To build an audience of
50 million
58 years
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7. To build an audience of
50 million
58 years
14 years
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8. To build an audience of
50 million
58 years
14 years
4 years
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9. To build an audience of
50 million
58 years
14 years
4 years
3.6 years
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10. To build an audience of
50 million
58 years
14 years
4 years
3.6 years
80
Source: ComScore
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11. Modern Marketing Challenges
• Ads don’t have the same power (esp.
in digital)
• Reduced attention
• Lack of brand loyalty
• Social sharing
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12. Today
• Understanding content
• Defining content strategy
• Defining content marketing
• How to do your job like a superhero
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18. The Wall of Words
Evidence for Global Warming:
Degradation of Earth's Atmosphere; Temperature Rise; Glacial Melting and Sealevel Rise; Ocean Acidity; Ozone Holes; Vegetation
Response
Introduction
"Global change". "Greenhouse effect". "Global warming". The media are full of statements, concerns, guesses, and speculation
about these phenomena, as scientists and policy-makers around the world struggle to address recent scientific observations
that indicate human activities impact our environment. And yet, each of these is a "natural" phenomenon, as are many
others. Hurricanes, droughts, and monsoons all occur without any control by humans to initiate, forestall or moderate them.
Most readers of this Tutorial already know that global warming is literally a "hot" topic. For those still with relative unfamiliarity,
we recommend this Wikpedia review: effects of global warming. This page considers the nature of and evidence for global
warming. There seems almost no doubt that the Earth's climate has been steadily warming overall in the last hundred years:
global warming is a fact - a reality. The nagging question - still unanswered to everyone's satisfaction - is: How much of the
quantified increase of about 1° C in that time interval is just due to a natural trend probably related to glacial cycles (which
themselves are temperature-dependent) and how much is additional warming accelerated by human activity as the
industrial revolution reaches rapidly increasing levels? The present page provides an overview of some of the answers to this
question. Since it was first written, the writer (NMS) has encountered new lines of evidence - pro and con. Rather than try to
splice these into the text, I have elected to add a new page (16-2a), accessed at the bottom of this page. Most people who
follow the news accounts of global warming have come to realize that the primary culprit is human contributions of heat-
affecting gases into the atmosphere as these are released by everyday processes such as burning coal to produce
electricity and consuming gasoline to run automobiles. The most blamed gas is carbon dioxide (CO2), but carbon monoxide,
methane, sulphur dioxide, and other gases also contribute. The United States is often cited as the principal polluting nation,
although now China and India - each with more than a billion people, many of whom are now driving cars - are becoming
major players. In the U.S., cities and surrounding metropolitan areas are the chief sources of CO2, as evident in this map
made from ground and aerial sounding monitors but also containing some input from satellite measurements
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19. The demands for content are scary
and intense.
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21. All organizations need to know:
• To whom are you talking?
• Who are you?
• What are you trying to say?
• When do you say it?
• Where do you say it?
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22. They also need to know:
• Internally who is responsible for all the
different phases of a content strategy?
• Plan
• Create
• Publish
• Distribute
• Analyze
• Govern
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40. Content Strategy:
• Align with business objectives
• Support users in accomplishing tasks
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Business
Goals
User
Tasks
41. Content Strategy Has 3 Parts
1. External Messaging: Answer the 5
essential questions
2. Internal Workflow: How do we create
a repeatable, sustainable content
lifecycle?
3. Technological Delivery of Content
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42. Content is a Conversation:
5 Questions You MUST Ask
1. To whom are we speaking?
2. Who are we? (as a brand?)
3. What are we trying to say?
4. How do we say it?
5. When and where do we say it?
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43. Part #1 of Content Strategy:
External Messaging
External Messaging Questions
• To whom are you speaking?
• Who are you?
• What are you trying to say?
• How do you say it?
• When and where do you say it?
Content Strategy Tools
• Personas
• Identity Pillars
• Messaging Architecture
• Voice/Tone
• Editorial Calendar
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44. To Whom Are We Speaking?: Personas
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50. What Are We Trying to Say?:
Messaging Architecture
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Current Content Pillars Future Content Pillars % Articulation Statement Messaging
CHEAP
52. Messaging Architecture
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Current Content Pillars Future Content Pillars % Articulation Statement Messaging
CHEAP AFFORDABLE
You can find the products you want, at
the price you are looking for.
53. Messaging Architecture
Current Content Pillars Future Content Pillars % Articulation Statement Messaging
CHEAP AFFORDABLE
You can find the products you want, at
the price you are looking for.
• Our prices are consistently 20%
lower than other retail chains
• Robust coupon program
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54. How Do We Say It?:
Voice and Tone
We are:
sophisticated innovative academic
friendly fun important smart different
funny hipster sarcastic sympathetic
empathetic awesome helpful
convenient
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55. Voice
We are:
sophisticated innovative academic
friendly fun important smart different
funny hipster sarcastic sympathetic
empathetic awesome helpful
convenient
@ahavaL #intelcontent
56. Voice
We are:
sophisticated innovative academic
friendly fun important smart different
funny hipster sarcastic sympathetic
empathetic awesome helpful
convenient
@ahavaL #intelcontent
57. Voice
We are:
sophisticated innovative academic
friendly fun important smart innovative
funny hipster sarcastic sympathetic
empathetic awesome helpful
convenient
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58. When and Where Do We Say It?:
Editorial Calendar
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59. Part #2 of Content Strategy:
Internal Workflow
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63. Our Goal
To create a cohesive and sustainable
strategy for creating, producing and
managing content that clearly defines
roles and responsibilities for content
within your organization.
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66. Goals of Content Marketing
1. Attract: Create content that will draw prospects like
bees to a blossoming flower
2. Acquire: Give them the content in exchange for an
email address or some other form of potential ongoing
contact
3. Engage or connect: Continue to engage by creating
and sending relevant content about your product,
service or knowledge base
4. Drive profitable action: Clearly align your content
creation and distribution efforts with your business goals
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95. The Iteration Roadmap
1. Process Evaluation: What does our
current process look like?
2. Review of past projects: Let’s examine
1 or 2 projects
3. Incorporate what you’ve learned:
What can we change?
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96. Who said?
“Getting an audience is hard. Sustaining
an audience is hard. It demands a
consistency of thought, of purpose, and
of action over a long period of time.”
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