BrightEdge Share 16 presentation to digital and SEO marketers on creativity, leadership, career growth, data-driven marketing, personal branding, and skills development. Also included information on organizational alignment, marketing funnels, creative & visual storytelling, and emotional intelligence.

1. @brightedge #share16
Dave Lloyd, Principal Consultant
Adobe
The 4 Areas of Self-
Directed Career Growth

2. @brightedge #share16
Compass and Map – Align Personal & Corporate Goals
The Digital Marketing Mind: The Psychology of Self Development @davelloyd1
“If you don’t know where you’re going, any road’ll take you there.”

3. @brightedge #share16
Self-directed career growth
 Vision (North)
 Data (East)
 Creativity (West)
 Talent Development (South)
Key Message
The Digital Marketing Mind: The Psychology of Self Development @davelloyd1

4. @brightedge #share16
 Personal – ambition and self-leadership
 Corporate – managing up and tying to the corporate
vision
Vision (North)
The Digital Marketing Mind: The Psychology of Self Development @davelloyd1

5. @brightedge #share16
Company
Personal
Team
 Align your personal, team,
and corporate goals
 Know what matters to the
VIP in your org
 Revisit your personal vision
for what motivates you at
work
Organizational Alignment Framework
The Digital Marketing Mind: The Psychology of Self Development @davelloyd1

6. @brightedge #share16
 Develop personal drive or a compelling vision
 How to manage up
 Getting noticed by VIPs
Challenges
The Digital Marketing Mind: The Psychology of Self Development @davelloyd1

7. @brightedge #share16
 Play bigger in your org
 Be more bold with your brand
 Ask to take on new projects
 Make an impact
Lessons Learned
The Digital Marketing Mind: The Psychology of Self Development @davelloyd1

8. @brightedge #share16
 Personal – business value through becoming more
data-driven
 Corporate – build a holistic digital marketing program
through reporting and key KPIs
Data (East)
The Digital Marketing Mind: The Psychology of Self Development @davelloyd1

9. @brightedge #share16
Reach
Act
Convert
Engage
Reach
 Build awareness for the brand
 KPIs: unique visitors, Share of Voice, revenue or goal value
per visit
Act
 Engage audience on website
 KPIs: bounce rate, pages per visit, page conversions
Convert
 Conversion to marketing goals such as leads or sales
 KPIs: unique visitors, audience share, revenue per visit
Engage
 Achieve retention goals and build customer value over time
 KPIs: shared content, unique visitors, audience share
Marketing Funnel Framework
The Digital Marketing Mind: The Psychology of Self Development @davelloyd1

10. @brightedge #share16
 Meet the customer throughout the marketing
pipeline
 Access the right data and data integration
 Multi-channel marketing
Challenges
The Digital Marketing Mind: The Psychology of Self Development @davelloyd1

11. @brightedge #share16
Data Cube – Site Comparison and Keyword Gap Analysis
The Digital Marketing Mind: The Psychology of Self Development @davelloyd1

12. @brightedge #share16
Recommendations
The Digital Marketing Mind: The Psychology of Self Development @davelloyd1

13. @brightedge #share16
 Ask your VIPs for more feedback on what they want to see
 Revisit what your data REALLY tells you– both good and
bad
 Drive measurable business impact across content, search,
social, and digital strategies
Lessons Learned
The Digital Marketing Mind: The Psychology of Self Development @davelloyd1

14. @brightedge #share16
 Personal – incorporate more creativity into your
daily work and work better with others
 Corporate – better storytelling and collaboration
Creativity (West)
The Digital Marketing Mind: The Psychology of Self Development @davelloyd1

15. @brightedge #share16
 Difficult to get executive buy-in for digital marketing
initiatives
 Stakeholders already have multiple other priorities
 Reinforcing the value of SEO and search marketing
Challenges
The Digital Marketing Mind: The Psychology of Self Development @davelloyd1

16. @brightedge #share16
Heart
Head
How
to
 Heart
 An inspiring vision
 Appealing to what they really care about
 Head
 Credible evidence from customers
 Believable
 How to
 Personal relevance- how does this affect
me? What do I need to do?
Creative Storytelling Framework
The Digital Marketing Mind: The Psychology of Self Development @davelloyd1

17. @brightedge #share16
Visual Storytelling Framework
The Digital Marketing Mind: The Psychology of Self Development @davelloyd1
 People immediately understand
pictures that align with vision
 Hijack the visual brain
Credit: Dan Roam

18. @brightedge #share16
Share of Voice, Content Performance, Anomaly Detection
The Digital Marketing Mind: The Psychology of Self Development @davelloyd1

19. @brightedge #share16
 Creative and visual storytelling requires more work than data alone
 Once you have a storytelling template that works, reuse & improve it
 Storytelling with data is becoming a master skill of marketers
Lessons Learned
The Digital Marketing Mind: The Psychology of Self Development @davelloyd1

20. @brightedge #share16
 Personal – grounded by your personal brand and skills
development
 Corporate – performance check-ins to get clear on
what’s expected
Talent Development (South)
The Digital Marketing Mind: The Psychology of Self Development @davelloyd1

21. @brightedge #share16
How
you see
yourself
How
others
see you
Your
personal
brand
 Identify your personal brand
identifiers – what words
represent you?
 What skills would better
represent you?
 What are the KPIs on your
team and in your org by
which performance is
measured?
Personal Brand Framework
The Digital Marketing Mind: The Psychology of Self Development @davelloyd1

22. @brightedge #share16
 Self-awareness
 Where your talents + interests + passions meet
opportunity
 Unclear about what skills you’re best at or are most
marketable
 How to develop skills and be recognized
Challenges
The Digital Marketing Mind: The Psychology of Self Development @davelloyd1

23. @brightedge #share16
 Paid Search
 Data Analytics
Customer insights based on data, behavioral, and
internal CRM
 Marketing Automation
Generate demand, plan out user paths and
buying cycles to tighten conversions
 Marketing Campaign Management
Media mapping and data integration of 1st, 2nd,
and 3rd party data
 App Optimization and Mobile Development
Top Skills of Modern Marketers
The Digital Marketing Mind: The Psychology of Self Development @davelloyd1

24. @brightedge #share16
Map – Skills Development
The Digital Marketing Mind: The Psychology of Self Development @davelloyd1

25. @brightedge #share16
Developing skills
1. Start
2. Repeat
3. Improve
You need to do it to learn it
It requires at least 100 hours of
learning and practice to acquire
any significant cognitive skill to a
reasonable degree of proficiency
Map
The Digital Marketing Mind: The Psychology of Self Development @davelloyd1

26. @brightedge #share16
 1. Cognitive skill
Doing something well enough to
produce a crude version of the desired
behavior
 2. Associative skill
Smoothing out the skill to find and
remove errors from execution
 3. Autonomous skill
Continuously and indefinitely improving
Stages of skill acquisition
The Digital Marketing Mind: The Psychology of Self Development @davelloyd1

27. @brightedge #share16
Self-directed career growth
 Vision
 Data
 Creativity
 Talent Development
 Skills
Key Message
The Digital Marketing Mind: The Psychology of Self Development @davelloyd1

28. @brightedge #share16
Compass and Map
The Digital Marketing Mind: The Psychology of Self Development @davelloyd1
Align Personal and Corporate Goals