I spoke about how to get creative with your content marketing while still maintaining your technical SEO requirements at State of Search in Dallas. Here are my slides! Connect with me for questions!
Want to build more awesome links for your business?
Join this sponsored ThinkTank webinar and learn how to quickly and efficiently execute three proven link building strategies.
Semantic SEO: 5 Ways to Future Proof Your Search Rankingssemrush_webinars
As search evolves, so does optimization. Search results are less about phrases (combinations of words and letters) and more about topics (semantic meanings and entities). So a smart content marketer optimizes for “things, not strings.”
But what exactly does this mean for the writer? This presentation covers five specific actions we take as content marketers to make sure that your marketing is aligned with the future of SEO.
Find clues into what topics are semantically linked to each other (Research)
Target topics, not just phrases, through writing (Semantic Search)
Incorporate natural language into your content (Voice Search)
Make visitors happy in ways that make Google happy (User Interaction Signals)
You're about to learn the step-by-step process for each of the specific actions that will future-proof your search engine rankings.
SEO Tips, Tactics & Strategies for Outdoor Writers, Authors and BloggersPaul Krupin
SEO Tips, Tactics and Strategies for Outdoor Writers is a presentation given to the Northwest Outdoor Writers Association on May 2, 2014 by Paul J. Krupin, Search Word Pro. It covers the current collective knowledge of the art and science of using SEO on websites, and the integration with PR and social media, with numerous relevant examples. The outdoor writer focus is also relevant to authors, publishers, bloggers and business entrepreneurs of all types. The evolution of the search engine algorithms is discussed and the ever increasing role of quality content and content management is described. Topics include keyword research, keyword targeting, metatags, link strategies, good SEO, bad SEO, content selection, content quality, content management, targeted PR, and social media outreach and integration.
These slides were presented at the SEMrush webinar "It's Time to Leave These 4 SEO Myths in 2020". Video replay and transcript are available at https://www.semrush.com/webinars/it-s-time-to-leave-these-4-seo-myths-in-2020/
Want to build more awesome links for your business?
Join this sponsored ThinkTank webinar and learn how to quickly and efficiently execute three proven link building strategies.
Semantic SEO: 5 Ways to Future Proof Your Search Rankingssemrush_webinars
As search evolves, so does optimization. Search results are less about phrases (combinations of words and letters) and more about topics (semantic meanings and entities). So a smart content marketer optimizes for “things, not strings.”
But what exactly does this mean for the writer? This presentation covers five specific actions we take as content marketers to make sure that your marketing is aligned with the future of SEO.
Find clues into what topics are semantically linked to each other (Research)
Target topics, not just phrases, through writing (Semantic Search)
Incorporate natural language into your content (Voice Search)
Make visitors happy in ways that make Google happy (User Interaction Signals)
You're about to learn the step-by-step process for each of the specific actions that will future-proof your search engine rankings.
SEO Tips, Tactics & Strategies for Outdoor Writers, Authors and BloggersPaul Krupin
SEO Tips, Tactics and Strategies for Outdoor Writers is a presentation given to the Northwest Outdoor Writers Association on May 2, 2014 by Paul J. Krupin, Search Word Pro. It covers the current collective knowledge of the art and science of using SEO on websites, and the integration with PR and social media, with numerous relevant examples. The outdoor writer focus is also relevant to authors, publishers, bloggers and business entrepreneurs of all types. The evolution of the search engine algorithms is discussed and the ever increasing role of quality content and content management is described. Topics include keyword research, keyword targeting, metatags, link strategies, good SEO, bad SEO, content selection, content quality, content management, targeted PR, and social media outreach and integration.
These slides were presented at the SEMrush webinar "It's Time to Leave These 4 SEO Myths in 2020". Video replay and transcript are available at https://www.semrush.com/webinars/it-s-time-to-leave-these-4-seo-myths-in-2020/
Keyword research is the foundation of a good #SEO campaign. For this webinar, hosted by Ahrefs, we take a deep dive into identifying long-tail #keyword opportunities with high traffic potential.
Best of SEJ Summit: How to Identify Lost & Missed Content OpportunitiesSearch Engine Journal
Join Rhea Drysdale, CEO of Outspoken Media, as she covers how to identify lost and missed content opportunities that will attract engaged users and build your site’s expertise, authority, and trust.
How to do keyphrase research in 2017: Target topics, not just phrasesOrbit Media Studios
Google is officially a semantic search engine, which means it’s connecting visitors to pages with the meaning they’re looking for, not just the letters and words they typed into that little box. To adapt to this, you need to target a broader topic, not just the specific phrase. Spread your meaning out, using related phrases, covering the things that are semantically linked. In this presentation we’ll start with the basics and move straight into the advanced techniques.
How Google Works (...and why they rule)
Search results and context
Search volume
Competition
How to target topics, not just phrases
Apply all of these techniques and you'll be ranking by Friday!
Conversion Rate Optimization from Answers to Actions with Andy CrestodinaOrbit Media Studios
Driving traffic is hard work. And it’s wasted work if your site doesn’t convert your visitors into leads and customers.
So why do visitors take action? What makes them stay, read, believe and click?
This presentation is a breakdown of the major factors in terms you maybe haven’t heard before. For the first time, Andy will demonstrate the Orbit process for conversion optimization.
Why most websites fail today, according to 12 years of research
How and where to use the two kinds of evidence
How to create a conversion map that guides visitors thoughts and action
You’ll have new insights into the psychology of you visitors and new ideas on which changes to your site will make an immediate impact
E-A-T: Myths, Truths, And Implications for SEOIan Lurie
E-A-T has become a big deal in the SEO world. But how important is it? And can we use it to improve rankings? This presentation explores the myths, and talks about practical applications of E-A-T.
Ungagged 2015 Las Vegas 17 SEO, Conversion & Monetization TemplatesRoland Frasier
This is my presentation from Ungagged 2015 live event in Las Vegas. It provides 17 proven templates that we used to add millions of dollars in revenue to our businesses in 2015.
Mordy Oberstein — Room for the Average Site? The SERP, Super-Authorities, & Y...Semrush
These slides were presented at the Semrush webinar "Is the SERP Stacked Against You? Where Average Sites Can Beat Super-Authorities". Video replay and transcript are available at https://www.semrush.com/webinars/is-the-serp-stacked-against-you-where-average-sites-can-beat-super-authorities/
The Worst Lessons Marketing Ever Taught ContentRand Fishkin
Marketing can be a good thing, but it can also mislead content creators and promoters. In this presentation, delivered at Content Marketing World, Rand covers the advice often given (or interpreted) by content creators as "how to market" that should probably be ignored (or, at least, taken in context).
Productivity Tricks and Time Management for Content MarketersOrbit Media Studios
How will you spend the next free hour of your day? The options are unlimited. Write, promote, share, listen, measure, reach out, track, edit, comment, etc.
But what you do today determines your outcomes tomorrow. Structure creates habits, removes distractions and leads to success. In this session, you’ll learn about the time management approach of one marketer.
SEO on the SERPs - Brighton SEO Closing TalkRand Fishkin
Rand's presentation from Brighton SEO, Fall 2018 focusing on the shifts in Google's behavior toward the SERP and away from referring outlinking traffic.
Done right, content marketing has huge potential to build your brand and your business. But most content marketing fails because even the best content doesn't convert to leads directly. So how does it work?
In this webinar, Larry Kim of WordStream and Rand Fishkin of Moz reveal the secrets to producing and marketing GREAT content. You'll learn:
-How to make an awesome impression with awesome content
-How to use unpaid and paid promotion (like remarketing) to bring visitors back to your site
-How to create an optimized conversion funnel to close those leads!
For more information on WordStream, visit www.wordstream.com.
We’re going to cover every step in the process for outranking your competitors. From researching keywords to ranking high, this is a complete course on search engine optimization. This extended session focuses on the specific actions that drive the rankings and targeted traffic.
In this in-person class Andy Crestodina, Strategic Director and Founder of Orbit Media, will cover all of the most common SEO questions:
What are the biggest mistakes that website owners make?
Does duplicate content really hurt your rankings?
What are the most important search ranking factors?
What actions give you a durable advantage?
Which tools are truly useful? Which are free?
How is SEO ROI measured?
After attending this session, you’ll know how to:
Pick your battles: Find the phrases that you can win for
Indicate relevance: Use keywords in ways that show you’re the real thing
Target topics: Go beyond the keyphrase, finding semantic clues
Build authority: Grow your site’s credibility through networking and collaboration
Be opportunistic: Use Analytics to quickly find low-hanging fruit
Once finished, you’ll never look at webpages the same again.
Many have predicted the death of guest posting, but Syed Irfan Ajmal joins SEMrush with an effective step by step process proving that guest posting is still affective, alive and kicking.
Get ready to discover how he increased the monthly ROI of a client business to $200K using some good old fashion guest posting. He will walk you through the entire process and answer any questions you may have on implementing guest posting in your business.
In this webinar we will cover:
How to do keyword research so you can find the low hanging fruits (using SEMrush)
Linkreator Research (finding the right people to send your emails to)
Email outreach (how to construct your email using psychology principles for maximum impact)
Precautions (you can't miss this if you want to ensure your outreach is a success)
SearchLove San Diego 2017 | Larry Kim | Content Marketing MoneyballDistilled
The content marketing bandwagon is ridiculously crowded and the vast majority of your efforts go nowhere - 99.9% of content gets fewer than a thousand shares and the average conversion rate from all this stuff is less than 1%. What’s a marketer to do in 2017 and beyond? Spoiler alert: the answer has virtually nothing to with the conventional wisdom of creating “quality content”. In this session on content marketing strategy, Larry will introduce new tactics for creating and cloning unicorns - the rare l content that does remarkably well on all channels, and even converts well, too.
Affiliate SEO in 2018: What’s Important, What’s NotAffiliate Summit
This presentation is from Affiliate Summit West 2018 (January 7 - January 9, 2018 in Las Vegas).
Session description: As an affiliate, you don’t have to chase every latest SEO trend. There’s bare SEO minimum – relevant for 2018 – to keep your website in good shape and get ahead of your competitors in SERPs.
Run successful SEO Campaigns on a small budget.
How to convince your clients to move-away from tired, old fashioned SEO techniques and take the plunge into Creative Content. Creative Content doesn’t have to be expensive, Pete has used tactics such as tactics like Content Curation, News-Jacking & Buzzfeed-style list campaigns that cost less than £100 to make but still won coverage on major sites. Learn how to generate ideas, develop content and outreach it on a small budget. This live webinar will specifically examine:
- How to create content on a low budget
- How to find relevant content topics
- How to run brainstorms that generate 100+ ideas in 30 minutes
- How to find and use freelancer writers & designers to create content
- How to pitch to bloggers & journalists
- Useful tools to improve your link building strategy
Be the first to hear Pete's exclusive tips and get a chance to ask him your questions online!
Guest expert
Pete Campbell is the Director of Kaizen.
Keyword research is the foundation of a good #SEO campaign. For this webinar, hosted by Ahrefs, we take a deep dive into identifying long-tail #keyword opportunities with high traffic potential.
Best of SEJ Summit: How to Identify Lost & Missed Content OpportunitiesSearch Engine Journal
Join Rhea Drysdale, CEO of Outspoken Media, as she covers how to identify lost and missed content opportunities that will attract engaged users and build your site’s expertise, authority, and trust.
How to do keyphrase research in 2017: Target topics, not just phrasesOrbit Media Studios
Google is officially a semantic search engine, which means it’s connecting visitors to pages with the meaning they’re looking for, not just the letters and words they typed into that little box. To adapt to this, you need to target a broader topic, not just the specific phrase. Spread your meaning out, using related phrases, covering the things that are semantically linked. In this presentation we’ll start with the basics and move straight into the advanced techniques.
How Google Works (...and why they rule)
Search results and context
Search volume
Competition
How to target topics, not just phrases
Apply all of these techniques and you'll be ranking by Friday!
Conversion Rate Optimization from Answers to Actions with Andy CrestodinaOrbit Media Studios
Driving traffic is hard work. And it’s wasted work if your site doesn’t convert your visitors into leads and customers.
So why do visitors take action? What makes them stay, read, believe and click?
This presentation is a breakdown of the major factors in terms you maybe haven’t heard before. For the first time, Andy will demonstrate the Orbit process for conversion optimization.
Why most websites fail today, according to 12 years of research
How and where to use the two kinds of evidence
How to create a conversion map that guides visitors thoughts and action
You’ll have new insights into the psychology of you visitors and new ideas on which changes to your site will make an immediate impact
E-A-T: Myths, Truths, And Implications for SEOIan Lurie
E-A-T has become a big deal in the SEO world. But how important is it? And can we use it to improve rankings? This presentation explores the myths, and talks about practical applications of E-A-T.
Ungagged 2015 Las Vegas 17 SEO, Conversion & Monetization TemplatesRoland Frasier
This is my presentation from Ungagged 2015 live event in Las Vegas. It provides 17 proven templates that we used to add millions of dollars in revenue to our businesses in 2015.
Mordy Oberstein — Room for the Average Site? The SERP, Super-Authorities, & Y...Semrush
These slides were presented at the Semrush webinar "Is the SERP Stacked Against You? Where Average Sites Can Beat Super-Authorities". Video replay and transcript are available at https://www.semrush.com/webinars/is-the-serp-stacked-against-you-where-average-sites-can-beat-super-authorities/
The Worst Lessons Marketing Ever Taught ContentRand Fishkin
Marketing can be a good thing, but it can also mislead content creators and promoters. In this presentation, delivered at Content Marketing World, Rand covers the advice often given (or interpreted) by content creators as "how to market" that should probably be ignored (or, at least, taken in context).
Productivity Tricks and Time Management for Content MarketersOrbit Media Studios
How will you spend the next free hour of your day? The options are unlimited. Write, promote, share, listen, measure, reach out, track, edit, comment, etc.
But what you do today determines your outcomes tomorrow. Structure creates habits, removes distractions and leads to success. In this session, you’ll learn about the time management approach of one marketer.
SEO on the SERPs - Brighton SEO Closing TalkRand Fishkin
Rand's presentation from Brighton SEO, Fall 2018 focusing on the shifts in Google's behavior toward the SERP and away from referring outlinking traffic.
Done right, content marketing has huge potential to build your brand and your business. But most content marketing fails because even the best content doesn't convert to leads directly. So how does it work?
In this webinar, Larry Kim of WordStream and Rand Fishkin of Moz reveal the secrets to producing and marketing GREAT content. You'll learn:
-How to make an awesome impression with awesome content
-How to use unpaid and paid promotion (like remarketing) to bring visitors back to your site
-How to create an optimized conversion funnel to close those leads!
For more information on WordStream, visit www.wordstream.com.
We’re going to cover every step in the process for outranking your competitors. From researching keywords to ranking high, this is a complete course on search engine optimization. This extended session focuses on the specific actions that drive the rankings and targeted traffic.
In this in-person class Andy Crestodina, Strategic Director and Founder of Orbit Media, will cover all of the most common SEO questions:
What are the biggest mistakes that website owners make?
Does duplicate content really hurt your rankings?
What are the most important search ranking factors?
What actions give you a durable advantage?
Which tools are truly useful? Which are free?
How is SEO ROI measured?
After attending this session, you’ll know how to:
Pick your battles: Find the phrases that you can win for
Indicate relevance: Use keywords in ways that show you’re the real thing
Target topics: Go beyond the keyphrase, finding semantic clues
Build authority: Grow your site’s credibility through networking and collaboration
Be opportunistic: Use Analytics to quickly find low-hanging fruit
Once finished, you’ll never look at webpages the same again.
Many have predicted the death of guest posting, but Syed Irfan Ajmal joins SEMrush with an effective step by step process proving that guest posting is still affective, alive and kicking.
Get ready to discover how he increased the monthly ROI of a client business to $200K using some good old fashion guest posting. He will walk you through the entire process and answer any questions you may have on implementing guest posting in your business.
In this webinar we will cover:
How to do keyword research so you can find the low hanging fruits (using SEMrush)
Linkreator Research (finding the right people to send your emails to)
Email outreach (how to construct your email using psychology principles for maximum impact)
Precautions (you can't miss this if you want to ensure your outreach is a success)
SearchLove San Diego 2017 | Larry Kim | Content Marketing MoneyballDistilled
The content marketing bandwagon is ridiculously crowded and the vast majority of your efforts go nowhere - 99.9% of content gets fewer than a thousand shares and the average conversion rate from all this stuff is less than 1%. What’s a marketer to do in 2017 and beyond? Spoiler alert: the answer has virtually nothing to with the conventional wisdom of creating “quality content”. In this session on content marketing strategy, Larry will introduce new tactics for creating and cloning unicorns - the rare l content that does remarkably well on all channels, and even converts well, too.
Affiliate SEO in 2018: What’s Important, What’s NotAffiliate Summit
This presentation is from Affiliate Summit West 2018 (January 7 - January 9, 2018 in Las Vegas).
Session description: As an affiliate, you don’t have to chase every latest SEO trend. There’s bare SEO minimum – relevant for 2018 – to keep your website in good shape and get ahead of your competitors in SERPs.
Run successful SEO Campaigns on a small budget.
How to convince your clients to move-away from tired, old fashioned SEO techniques and take the plunge into Creative Content. Creative Content doesn’t have to be expensive, Pete has used tactics such as tactics like Content Curation, News-Jacking & Buzzfeed-style list campaigns that cost less than £100 to make but still won coverage on major sites. Learn how to generate ideas, develop content and outreach it on a small budget. This live webinar will specifically examine:
- How to create content on a low budget
- How to find relevant content topics
- How to run brainstorms that generate 100+ ideas in 30 minutes
- How to find and use freelancer writers & designers to create content
- How to pitch to bloggers & journalists
- Useful tools to improve your link building strategy
Be the first to hear Pete's exclusive tips and get a chance to ask him your questions online!
Guest expert
Pete Campbell is the Director of Kaizen.
King of the Brand - State of Search 2016Matt Siltala
State of Search presentation on Brand Building and Community Building with Visual Content. You will learn about branding and community building with visuals.
Get up to date with all the digital trends in India with this comprehensive 60 page book from Google India. An absolute must for anyone in the marketing industry. Strongly recommended for all others.
Cannibalization of content - It's killing your revenuesJon Earnshaw
Watch my cannibalization talk here: https://goo.gl/BRTamk
A 30 minute journey into the world of content cannibalization, beginning with the two mistakes we're making that lead to internal conflict and loss of revenue, and finally, how to find it, fix it and prevent it in the future!
Machine Learning and Search -State of Search 2016 Eric Enge
Machine learning is the next great computer revolution, one that is already here. We don’t have to wait for the future; Google has been using machine learning to solve many complex search-related problems for years, and the applications keep growing, including last year’s announcement of the addition of RankBrain to the search algorithm, the impact of machine learning on search. Google's #RankBrain algorithm caused major confusion in the digital marketing community. This presentation will show you what RankBrain really is about, what else Google is likely to do with machine learning, and how it impacts your SEO strategy.
This presentation is shown by Eric Enge at State of Search Conference in November 2016
In the slide, Eric Enge will show you what Penguin 4.0 is and how it can impact your site.
This slide is shown State of Search in Dallas, TX in November, 2016
Universal Search dominates the majority of search queries – in fact, 80% of search queries now include at least one Universal Search integration. What does this mean for your site’s SEO?
Watch our SEJThinkTank sponsored webinar with Holly Miller, Professional Services Manager at Searchmetrics, who will provide an exclusive first look at the Searchmetrics Universal Search Study and its new findings for 2016.
Check out Searchmetrics' 2016 Universal and Extended Search Study here -- http://pages.searchmetrics.com/UniversalSearch_EN.html
If you're building a site with WordPress, there's one thing you'll definitely need: content. Unfortunately, content is hard. But it doesn't have to be. This session from WordCamp Toronto 2016 walks through the process of planning, producing, and promoting content. It's easy to follow and includes recommendations for a bunch of free tools.
Most Valuable SEO Presentation - Advanced Search Summit - DMO Advanced 2021 -...Ahrefs
Patrick Stox presents the most valuable SEO presentation you'll ever see at DMO Advanced in Napa 2021.
What to prioritize, how to scale processes, what's really going to have an impact on your SEO.
You do not need a PHD in creative writing to be a storyteller. Our goal today is for you to walk away feeling more comfortable using this tactic in your marketing materials. It truly is as easy as `1,2,3 if you follow what I call “the 3 Ps”.
The Future of Searchable Content | Voice Search & AIKaty Katz
The landscape of search marketing is changing as voice search, artificial intelligence, and machine learning become a reality of our everyday lives. Learn how to adapt your content strategy to get ready for these changes ahead of time.
How to master candidate sourcing and nurturingLever Inc.
How to master candidate sourcing and nurturing, including steps to building a successful strategy, tricks for finding emails addresses, questions to ask your hiring manager before you kick off a search, tips for sourcing on LinkedIn, and real sourcing email examples.
A primer on using social media (especially Twitter) for online recruiting. If you're a professional recruiter in technology staffing or are recruiting hard to find talent, these tips will help you connect with passive job candidates.
The value of storytelling for marketing has been all but evangelized in recent years, and for good reason. A well-crafted story has the ability to clearly convey a message, motivate emotion in a buyer, and even build loyal relationships to a brand. But how do you actually create a storytelling campaign from beginning to end? How do you incorporate it into blogs, emails, and brief social media posts. This talk will discuss the steps you need to take to find the right idea, put it to the keyboard, and create your campaign from beginning to end.
The Five Highest Performing Marketing Tactics SalesLoft Performed in Our Year...B2BCamp
“The Five Highest Performing Marketing Tactics SalesLoft Performed in Our Year of Over 1800% Growth” Auditorium
This interactive session will cover tactics SalesLoft marketing employed into a strategy that generated 1800% growth margins and how you can incorporate these initiatives into your marketing mix.
Insights on the following topics:
Create captivating content marketing through effective storytelling
Take big risks – a look at how the Benioff hack at Dreamforce exploded
Find your niche and generate targeted content on social media platforms
Pre- and post-event marketing that is trackable, measurable and scalable
Generate engagement through email automation that’s not labeled SPAM
Tami McQueen is the Director of Marketing at SalesLoft, the easiest and fastest way on the Internet to build a targeted and accurate list of prospects. Tami serves as a marketing and communications strategist where she manages digital and content marketing, drives social media engagement, and lead generation initiatives across multiple platforms.
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.
From the June 2015 Webinar - This webcast debunks common misperceptions about STEM talent providing you with takeaways you can immediately leverage for search and storytelling in your recruiting and employer branding efforts.
How to Become a Content Curation Rockstar, B2B Content Marketing Open Dialogu...Curata
Marketers all know how important original content is to maintaining a brand presence and how to use it to create thought leadership. Content curation, the process of finding, organizing and sharing online content, is increasingly a widely adopted content marketing strategy that can not only help with growing the brand, it can help fuel social media channels and boost overall lead generation. In this session you will learn the basics of content curation, examine cases of how real-world brands from Adobe to Intel are employing curation, and identify some simple steps you can use today to begin curating.
How Nonprofits Can Adapt Their Storytelling in the Time of Social DistancingJulia Campbell
Sign up at www.StorytellingThatSticks.com
In this free online training designed for nonprofits, you will learn:
✅ How to make the case for storytelling at your nonprofit.
✅ Real-world examples of compelling stories resonating right now.
✅ The benefits of sharing your stories (for your audience!)
✅ Essential qualities of a stellar nonprofit storyteller in uncertain times.
So, you've got a product or idea that's going to IPO (eventually) and your team puts Apple and Google's to shame. Yet, your traffic, leads, and customer metrics keep missing expectations and your board is starting to wonder what they've gotten themselves into with you.
Never fear. Quantified marketing is here. Learn how to promote your business with fundamental digital marketing principles. Slides taken from a class taught by Patrick Campbell, CEO of Price Intelligently. Learn more from the experts by visiting http://intelligent.ly/learn
The Future of Technical Communication is MarketingScott Abel
Once a prospect buys a product or service, the content they interact with is no longer familiar. The instructions provided don't look, feel, or sound anything like the marketing and sales materials that introduced them to your brand. Neither does the service contract, the warranty, the customer support website, the product documentation, nor the training materials.
The extensive variability in customer experience — and each customer touchpoint — creates a different and inconsistent version of the brand, some that bear little or no resemblance to the brand that executives believe they are building. There are often as many brands as there are touchpoints.
For no good reason, the content experience changes drastically -- and not in a good way. That's why organizations that recognize the importance of a unified customer experience have started rethinking what it means to be customer-centric.
Some forward-thinking organizations are reorganizing customer-facing content creators into teams under one roof. They're breaking down the barriers — the silos — that prevent them from collaborating; from creating a unified customer content experience.
In this presentation, delivered at Acrolinx Day at LavaCon 2014 Portland, Scott Abel, The Content Wrangler, discussed the challenges of content inconsistency and incongruity, and why he thinks the future of technical communication is marketing.
Stuart Shapiro from Binders Arts Supplies & Frames put together this presentation for our December TechsmARTs. Stuarts moves from basic to advanced functions in Twitter.
Similar to Mastering the Creative and Technical Side of Searchable Content (20)
How to Use Social Media to Attract and Retain CustomersKaty Katz
Organic social media reach is declining. However, it's not over for publishers yet. Here's how to measure customer success with social media marketing.
Social Media Metrics: Slay More Goals Than Arya StarkKaty Katz
One of the biggest complaints that I hear about social media is, “how do I know whether what I’m doing is working?” When it comes to any marketing initiative, it’s important to set relevant, measurable goals that apply to your plan and your overall company objectives. But sometimes, that’s easier said than done.
How many likes equal a favorite? And how many shares does it take to get a customer? The questions can pile up really easily and it’s important to understand how to ask the right questions at the beginning so that you collect accurate data at the end.
Content Marketing: How to Become a Better StorytellerKaty Katz
This deck is about how to use storytelling as a content development tool. As digital marketers, many of us have mastered the art of building content for search engines. But creating a story for your brand that resonates on a personal level is more of an art than a science. I will talk about how to tap into your inner creative writer and create content that sticks with your readers.
Hacking Art History Will Make Your Content Stand OutKaty Katz
Classic artists were skilled at storytelling in images. Educating yourself on some of their tactics in as little as 10-15 minutes will help you master this art and will improve your content marketing.
Topics that are covered include:
- How to make your content more memorable.
- Why "good" content isn't enough anymore.
- A list of free tools for developing and distributing great content.
Cut Through the Noise: Social Priorities for B2CKaty Katz
If social media isn't your primary function it can be overwhelming to decide how to prioritize your time. This is a high-level overview of areas to focus on for social media if you are stretched for resources.
Utilizing Personas in Social Media ContestsKaty Katz
I presented with Kendall Bird at Pubcon - Las Vegas on October 9, 2014. We covered the creation of buyer personas and the importance of targeting those personas in social media contests. Correct persona identification can make or break your social contest and we went over some case studies illustrating why. We wrap it up with the five most important things you should remember about buyer personas.
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
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.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
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.
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
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
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
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.
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.
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
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
4. “I endeavored to make [my content] both entertaining
and useful, and it accordingly came to be in such
demand, that I reaped considerable profit from it.”
#StateofSearch @katykatztx
5. “I endeavored to make [my content] both entertaining and
useful, and it accordingly came to be in such demand, that I
reaped considerable profit from it.”
- Benjamin Franklin, The Way to Wealth (1758)
#StateofSearch @katykatztx
6. “Content is the reason that search
began in the first place.”
#StateofSearch @katykatztx
7. “Content is the reason that search
began in the first place.”
- Lee Odden, CEO of Toprank
#StateofSearch @katykatztx
12. #StateofSearch @katykatztx
“Content is a game that
every type of team and
agency plays, so we’re all
competing for a piece of
that pie. Meanwhile,
technical SEO is more
complicated and more
important than ever before.”
- MICHAEL KING, FOUNDER
iPULLRANK
(bit.ly/tech-seo-king)
13. SEOs BE LIKE
- Cyrus
Shepard (on
TF-IDF
bit.ly/tf-idf-moz)
#StateofSearch @katykatztx
14. WRITERS BE LIKE
“Language is my whore, my mistress, my wife,
my pen-friend, my check-out girl. Language is a
complimentary moist lemon-scented cleansing
square or handy freshen-up wipette. Language is
the breath of God, the dew on a fresh apple, it's
the soft rain of dust that falls into a shaft of
morning sun when you pull from an old bookshelf
a forgotten volume of erotic diaries; language is
the faint scent of urine on a pair of boxer shorts,
it's a half-remembered childhood birthday party,
a creak on the stair, a spluttering match held to a
frosted pane, the warm wet, trusting touch of a
leaking nappy, the hulk of a charred Panzer, the
underside of a granite boulder, the first downy
growth on the upper lip of a Mediterranean girl,
cobwebs long since overrun by an old Wellington
boot.”
- Stephen Fry, Linguist
#StateofSearch @katykatztx
15. Why’d we have to
go and make things
so complicated?
#StateofSearch @katykatztx
16. “I believe that more than
90% of the content
marketers are going to
have a long cold winter,
and many of them will
end up looking for new
careers. I don’t want that
to be harsh, but a big
content marketing glut is
coming. “
- Eric Enge, CEO Stone
Temple Consulting (via
Didit)
SHIT!
#StateofSearch @katykatztx
18. “Mediocre content will hurt your
brand more than nothing at all.”
- Joe Pulizzi, Author
#StateofSearch @katykatztx
19. “Slow the *&%^$ down and do your content
marketing right – or don’t do it at all.”
- Ann Handley, Content Marketing Institute
#StateofSearch @katykatztx
20. People Now Use Ad Blockers
- PageFair 2015 Ad Blocking Report
#StateofSearch @katykatztx
21. SEARCH OPTIMIZED CONTENT IS NOT GOING
ANYWHERE BUT IT’S MORE IMPORTANT THAN
EVER TO OPTIMIZE FOR YOUR
PERSONA FIRST
AND APPLY YOUR
CHECKLISTS AFTER
#StateofSearch @katykatztx
22. “Annual growth in unique site traffic is up
7.8X for content marketing leaders
compared to followers.”
- Aberdeen
#StateofSearch @katykatztx
23. Pepsi has invested big in
a state-of-the-art content
studio in Manhattan.
- Image source Ad Age
#StateofSearch @katykatztx
27. GOOD CONTENT
SPEAKS TO A
PERSONA
Your target market needs
to connect with what
they’re reading to forge a
relationship with your
brand.
IS WELL
CONSTRUCTED
Use tools or hire a real
editor to make sure your
content is interesting to
read and follows writing
best practices.
ANSWERS QUESTIONS
Make sure your reader
comes away feeling that
you’ve added value and
that their visit was worth
their valuable time.
SERVES A PURPOSE
Think about your end goal
– amplification, lead
nurturing, raising
awareness, sealing the
deal – define the goal
ahead of time and stick to
it.
DRIVES TO A CTA
The end of your content
(and throughout if
possible) should help point
the visitor in a direction.
Spell it out for them!
SHARE & SEARCH
OPTIMIZED
Apply your checklist at the
end so that you don’t
sacrifice creativity for
technicalities.
#StateofSearch @katykatztx
28. DEMOGRAPHICS
+ Age
+ Gender
+ Salary
+ Location
+ Education
+ Family
GOALS &
CHALLENGES
+ Values and fears
MARKETING
MESSAGE
+ Elevator pitch
SOCIAL MEDIA
+ Platforms
+ Behavior
NAME & JOB TITLE
+ Where they work
+ Details about their role
PERSONA TEMPLATE
#StateofSearch @katykatztx
29. CRAVEABLE CONTENT
#StateofSearch @katykatztx
Makes us laugh or cry
Has an unexpected twist
Reminds us dreams
come true
Inspires action
Reminds us we matter
Reveals a secret
Surprises us
Encourages us to never
give up
Reminds us we’re unique
Where David beats
Goliath- CMI (bit.ly/crave-info)
30. A Bit More on KEYWORDS
MAP OUT
RELATED
TERMS
DESIGN YOUR
STRATEGY
USE A
KEYWORD
TOOL AT THE
BEGINNING
FORGET
ABOUT THE
KEYWORDS
TILL THE END
#StateofSearch @katykatztx
33. ➜ Yes, start with a keyword
➜ But then get creative with it!
Increase creativity by:
o Using a headline tool
o Testing multiple variations (like 25)
o Dropping over-used terms (*ULTIMATE)
HEADLINES
• Impactbnd.com Title Generator
• Hubspot Blog Topic Generator
• TweakYourBiz.com Title Generator
#StateofSearch @katykatztx
34. NOW CHECK THE SEO
ARE YOU AT
THE RIGHT
LENGTH
(55-60 characters)
EXPERIMENT
(test, test, and test
again)
IS THE
KEYWORD
UTILIZED &
RELEVANT
(aim for long-tail)
#StateofSearch @katykatztx
* FACT: Shorter title tags perform better in search than longer ones. – Study by Code As Craft
38. ➜ Again, start with a keyword
➜ But then get creative with it!
Increase creativity by:
o Researching competitive terms
o Circling in on THE WHY
o Focus on benefits over features
o Keep it clear and crisp
o Don’t repeat the headline!
META DESCRIPTIONS
#StateofSearch @katykatztx
39. NOW GO BACK AND OPTIMIZE
ARE YOU AT
THE RIGHT
LENGTH
(160 characters)
EXPERIMENT
(test, test, and test
again)
IS THE
KEYWORD
UTILIZED &
RELEVANT
(aim for long-tail)
#StateofSearch @katykatztx
* CHECK OUT THIS GREAT DISCUSSION ABOUT META DESCRIPTIONS ON INBOUND.ORG
(bit.ly/metas-rock)
41. ON-PAGE SEO & FORMATTING
KEYWORD
Is it in the title, URL,
introduction, conclusion,
and other key spots? Is it
used a natural amount?
HEADLINE TAGS
Did you utilize H1 and H2
tags throughout the
content? Bonus for
including a keyword in an
H2.
LINKS
Did you utilize a variety of
internal and outbound
links?
IMAGE
Did you include visuals
that support your content
and include your target
keyword in the Alt Text?
AMPLIFICATION
Did you make it easy for
your message to be
spread on social media
with prominent buttons?
CTA
Did you include ways to
keep people on your page
and clicking through to
other parts of your site?
#StateofSearch @katykatztx
Now is the time to break out the checklists!
Check out Moz’s SEO Checklist for more (bit.ly/moz-seo-list).
42. Great content is both
CREATIVE and
TECHNICAL.
#StateofSearch @katykatztx
Image Source: swelldesigner via Flickr