This document contains the presentation slides from Aaron Friedman's talk on multi-channel coordination within inbound marketing. The slides discuss the challenges of getting different departments like IT, legal, and branding teams aligned on marketing strategies. Friedman argues that an integrated approach is needed where SEO professionals collaborate with other teams to build content that drives the right kind of traffic. He provides suggestions for getting other teams on board, such as using tools like Google Docs for transparency, addressing other teams' priorities, and creating a unified marketing strategy.

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Multi-Channel Coordination
Within Inbound Marketing
By: Aaron Friedman
Director of SEO at Kahena Digital Marketing
KahenaCon 2013
I AM IN ISRAEL……and talking about

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I Am Aaron Friedman
Who Am I?
Director of SEO at Kahena Digital Marketing
Connect @aaronfriedman
Blog: http://digitalhighrise.com
Made Aliyah: May 22
2013

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Traveled The Furthest To Get Here

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SRSLY was
Insane-o

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But Here We Are

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I have Done SEO For Some Big Companies

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You came today because,
You Have a Website…

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AND YOU
WANT SEO

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AND YOU
WANT FACBOOK

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AND YOU
WANT TWITTER

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AND YOU
WANT ALL THE THINGS

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WHY?
Really… I have no idea what is
happening here??

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Bing On Google????
Is it to show
up higher
than the
competition?

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To “Increase Followers” or “Engage in Conversations” with Customers?

16. @aaronfriedmanThese are NOT Good Reasons

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Are You Prepared For This?

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How About All This?

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This is you
This is Google

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What About The
Team???
Lets have a look at them…

21. @aaronfriedmanImage Source: http://www.fanlala.com/files/imagecache/photo/gallery/42263/team-jacob-vs-team-edward.jpg

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This Is The Company Org Chart
And You Think You Are In Charge

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They Ignore EVERYTHING … It Totally Sucks!
NOBODY LISTENS!

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• “Our queue is 3 months long”
• “We have no bandwidth”
• “We are already doing SEO”
• “Sure thing” (blatantly
ignored)
IT Pushback

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• “We need legal review”
(2 months later)
• “We can’t say that”
• “We can say that, except
change all the words”
Legal Pushback

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• “We make bicycle
stabilization and traction
surfaces, not tires”.
• “Sorry, that keyword
doesn’t work with the
messaging”
Branding Teams Pushback
http://stevesagjournal.com/wp-content/uploads/2011/02/brand_identity.jpg

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• “Too much content to
keep track of”
• “Content is useless”
• “Not enough content
being generated”
General Content Confusion
http://im.myincredible.com/wp-content/uploads/2011/03/1-content-is-king.jpg

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SEOs,
SOMETIMES…
VS.
• Improve Revenue
• Drive Relevant Traffic
• Own the Internet
Things are so messed up within your
organization and people are so not
aligned doing what they are supposed
to be doing which is driving success and
helping your organization grow and
only looking out for themselves that
they interfere with the bottom line and
royally EFF things up </rant>
Expectations vs. Reality

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I GIVE UP!

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NOT SO FAST!
Business owners
need to realize that
this is not magic
Your Department Can’t Rule The Organization
Alone

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WHY DO YOU NEED SOCIAL?
WHY DO YOU NEED SEO?

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WHY DO YOU NEED SOCIAL?
YOU DON’T!
WHY DO YOU NEED SEO?

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WHAT
YOU
NEED
IS
To…
Build Another Lead Generation Channel

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Increase Brand Awareness & Reputation
WHAT
YOU
NEED
IS
To…

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Strengthen Specific Marketing Campaigns
WHAT
YOU
NEED
IS
To…

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YOU
ALSO
NEED
TO…
Shorten Your Sales Cycle

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Increase Overall Customer Satisfaction
YOU
ALSO
NEED
TO…

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Which CAN Be SEO & Social

39. @aaronfriedmanImage source: http://www.seomoz.org/blog/inbound-marketing-is-taking-off
But SHOULD Also Be
SEOs Are Just
Positioned Well
For This

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The Same Stuff Doesn’t Work
Search Engines Have Evolved

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OLD SCHOOL
SEO
Image Source: http://cdn.seomoz.org/img/upload/mockup(2).png
• Keywords
• Alt
Attributes
• H tags
• More
Keywords
• Links

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WHAT
USER IS
LOOKING
FOR
WHAT
THE
PAGE
DELIVERS
This is
Where
YOU
WIN
This is Inbound
Idea Source: http://www.seomoz.org/blog/getting-onpage-seo-right-in-2012-and-beyond-whiteboard-friday

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REMEMBER
OUR
FRIENDS IN
IT
LEGAL
BRANDING
and
CONTENT?
Image Source: http://www.lonniehuntermusic.com/wp-content/uploads/2012/04/woman-remembering1.jpg
How Do We Get There?

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How Do You
Interface With
Them?

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Think Collaboration
*this happened for
real about 2 days into
the job while I was still
learning Trello

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Google Docs / sheets
• Fast iterations
• Commenting system
• For everyone to see
Transparency at its finest!

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And About Transparency
• Flexibly - Rigid
• Agile to
impact Change

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Speaking of Agile

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Have You Ever Seen Anything
Implemented Without Your
Knowledge That Affected Your Work?

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Cross Organization Collaboration

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They Email
Now

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With One
Caveat
Make Sure You Are Playing On The Same Team

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Start To Win Them Over One By One

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How Do You Make People Love You?

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How About Coffee?
Image Source: http://www.adderworld.com/blog1/wp-content/uploads/2012/04/CoffHap.jpg

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 Connect with them.
 Find Common Ground
 Geek About Their things…
 …Not just SEO
Image Source: http://selfexceed.com/wp-content/uploads/2012/07/Worry-free-268x300.jpg

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What’s impending this from working?

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Build SEO Into Your
Content Strategy
Let Me HELP You
Image Source: http://family.go.com/images/cms/parenting/man-girl-chore-photo-240x240-j-5295467.jpg

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Ask Them...
• How Do You Use
The Web?
• What Keywords are
important to you?
• What Areas Do You
Need Help In?
• Where Do You See
Competitors
Beating You?
Image Source:
http://loyolagreyhound.com/polopoly_fs/1.1771286.1289490016!/image/
1708218709.jpg

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So you came today because,
You Have a Website…

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And,
You Want
All Those Things?

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You Want This???
Non Branded Search
Lift after months of
coordination after a
migration with IT,
Social, etc.

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Lets Create an Integrated Marketing Strategy
Together
Marketing
Creative
Copywriters
Developers
PR & Media
Partnerships
Marketing
Strategy
• Designers: Ensure that creative and
usability are inline with user queries.
• Copywriters: Optimize content and
recommend new, trending
opportunities
• Developers: Optimize code. Inform
Meta Data.
• PR and Media: SEO friendly press
releases, social media, and other forms
of outreach
• Marketing Strategy: Support
messaging, especially in digital space
SEO
SEO
SEO
SEO

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Because The Return
Is Well Worth It

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Aaron Friedman
Director of SEO at
www.digitalhighrise.com
aaron@kahenadigital.com
@aaronfriedman
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