We attended Internet Summit 2014 in Raleigh, NC last week. In an effort to compile everything we learned at ISUM14, we have created this slideshare which we now share with you! This deck gives a quick overview of content marketing, design, and SEO.

1. ISUM14
HIGHLIGHTS

2. Agenda
• The Power of Content Marketing & Creating More Profitable
Content
• The Sixth Sense of Marketing: How our Primal Brain Rules When &
Why We Click
• Content Marketing Strategies & Implementation
• Advanced Search & SEO Strategies

3. The Power of Content Marketing & Creating
More Profitable Content by Chris Moody, Oracle
● Problem:
○ 88% of CMOs lack an integrated view of the customer
○ 65% of CMOs can't measure ROI for digital marketing in 2014
● Profitable content converts and creates revenue
● In 2008 → 1 trillion indexed pages on Google; 2013 → 30 trillion pages
● How to stand apart?
○ Create customer personas to better understand customer perspective
○ Focus on 3 types of content:
high effort (traditional blog), medium effort (Q&A), low effort (user content)
● 5 ways to come up with relevant content:
○ Entire staff brainstorm answers to questions they hear every day
○ Interview colleagues and partners
○ Host company-wide blogathon
○ Stop trying to hit home runs
○ Turn emails into sources of content

4. The Sixth Sense of Marketing: How Our Primal Brain
Rules When & Why We Click by Christopher Lester, Emma
● Our brains can comprehend images
60,000 times faster than reading a sentence.
● Our brains love images.
Showing a story is better than telling a story.
● 80% of people are only scanning your email.
● Humans look for faces in everything they see - phenomenon is
called “pareidolia”. Use faces.
● Human brain responds to images of wide, open spaces,
images that imply sex, danger or are of food.
● Single column emails for scrolling on smart phones.

5. The Sixth Sense of Marketing: How Our Primal Brain
Rules When & Why We Click by Christopher Lester, Emma
● J. Crew email example (cropped):
○ Pastoral / wide open space.
○ Bold, catchy headline.
○ Bold use of color.
○ Single column (mobile-friendly).
○ Woman looking at one of
many calls to action.
○ White space / wide margins
to allow eye to rest.

6. Content Marketing Strategies & Implementation
by Arnie Kuenn, Vertical Measures
Content Marketing
● delivering information that makes your customers more informed before they buy
● this is not a 30 day ROI but the long term payoffs can be huge
Benefits: once you’ve built your audience, your ROI goes up - since you no longer have to pay to rent
to the media.
Content Marketing by the numbers:
● 93% of all consumers use search prior to making a purchase
● 86% of searchers conduct non-branded queries
● 90+% of buyers click on organic links vs. the sponsored ads

7. Content Marketing Strategies & Implementation
by Arnie Kuenn, Vertical Measures
8 Steps to Content Marketing
1. Strategy Development - think like a publisher!
2. Ideation - know your keywords,create your editorial calendar:
www.verticalmeasures.com/calendar (free template)
3. Content Creation - make it useful, think of placement on page
4. Optimization - SEO
5. Content Promotion - Advertising vs. Native Advertising
6. Distribution
7. Lead Nurturing - Mobile optimization, etc
8. Measure - metrics to look at

8. Content Marketing Strategies & Implementation
by Arnie Kuenn, Vertical Measures
The odds of hitting a grand slam
1 in 4 at bats = hit (a success)
1 in 36 at bats = home run (a big success)
1 in 1,691 at bats = grand slam (viral success)
In order to play content moneyball, you need to come up with hundreds of ideas so you can create
fresh, useful content on a frequent basis...

9. Advanced Search & SEO Strategies
by Matt Capala
By the Numbers:
70% of decision makers read online reviews
85% of results in Google are rich media vs. 15% of links
“It takes an entire company to build a solid foundation.”

10. Advanced Search & SEO Strategies
by Matt Capala
Best Practices:
• Blog 2-3x per week and share across all social networks at different times of day (mix of thought
leadership, top lists, latest trends)
• Encourage current customers to leave reviews online (target min 20+ reviews )
• Enabling commenting on blog and automate social sharing with every new post
• Targeted landing pages for personas and ppc campaigns based on common retailer
goals/problems (how our solutions meets goals/solves problems)
• Secure microsites related to solution (RecoverDroppedCarts.com and
AutomateEmailMarketing.com $1.99 each available as of 11/17)
• Increase Video, Slideshare

11. Advanced Search & SEO Strategies
by Matt Capala
Best Practices Con’t
• Replying and monitoring social media pings (increase engagement with giveaway)
• Podcast thought leadership (accessible in many vehicles )
• Teach something and provide answers (“how do I find my cart abandonment rate?”)
• Toolkits for leads/sales (PDFs w/ bullet points - features, why us, why now, by industry)
• No fear. Pass more external link juice to sites/blogs with higher authority (non-comp)
• Be clear. Group basic solutions and offer packages for SB / startups
• Target audience. Provide entirely different content for SB solutions vs. Enterprise level solutions,
focus on different expectations for industry size
• Utilize sites like Glassdoor.
• What “buzzwords” or “awkward words” vs. “industry terms” are the bulk of potential customers
using during the sales process? Do we align? Ability to use in keyword targeting / ppc?