Creating, managing and distributing useful, usable content on a regular basis is hard enough, but have you ever tried to sell it?
Agencies and in-house teams alike are having a hard time getting buy-in for meaningful content initiatives that provide tangible value for their target audience. All too often decision makers tie our hands, focusing too heavily on what competitors are doing instead of highlighting their unique value in a way that resonates with the people that matter most: Customers.
This presentation aims to provide actionable tips, tactics and real world use cases for selling strategic content to the people who write the checks.
Selling Guns to Gandhi: The Art of Content Buy-InSteve Floyd
Creating, managing and distributing useful, usable content on a regular basis is hard enough, but have you ever tried to sell it?
Agencies and in-house teams alike are having a hard time getting buy-in for meaningful content initiatives that provide tangible value for their target audience. All too often decision makers tie our hands, focusing too heavily on what competitors are doing instead of highlighting their unique value in a way that resonates with the people that matter most: Customers.
This presentation was presented at Big Design Conference 2013
Through The Looking Glass: Overcoming Organizational PerspectivesSteve Floyd
You should view the whole thing here - http://axz.mx/looking-glass-ux
Traditionally, UX has viewed SEO as being disruptive to design and communication, and SEO believe UX overlooks searchability. But in order to make our campaigns successful, we need to be empathetic to each other. Steve Floyd, CEO and Founder at AXZM, walks through how designers think and what they value, understanding contrasting and differing language and tools in SEO and UX communities, and how to better integrate and add value to design workflows as an SEO.
Content that is geared toward people in your own backyard is a good thing. It’s good for people, it’s good for the engines and when it’s good for both, it’s good for business. Have you ever tried creating and promoting it? It’s not as easy as it might seem, especially if you are promoting a product or service that people are not interested in.
With updates to the local SEO algorithm becoming more in line with traditional SEO ranking signals, the location, activity, quality and context of your content is important now more than ever before.
Small local businesses have limited resources, so having a strategy in place to make each piece of content as effective as possible is critical.
In this presentation learn how you can unlock the power of local content to drive engagement, rankings and sales.
Estrategias de captación y herramientas esenciales del SEO WorkFlowIñaki Tovar
Presentación realizada para el evento Digital Agency Day http://www.digitalagencyday.es organizado por SEMRUSH, UNBOUNCE y HUBSPOT.
Un repaso a las claves de nuestras estrategias de Inbound Marketing y a las herramientas de cabecera SAAS que implementamos en nuestro flujo de trabajo SEO tanto interno como con nuestros clientes
Selling Guns to Gandhi: The Art of Content Buy-InSteve Floyd
Creating, managing and distributing useful, usable content on a regular basis is hard enough, but have you ever tried to sell it?
Agencies and in-house teams alike are having a hard time getting buy-in for meaningful content initiatives that provide tangible value for their target audience. All too often decision makers tie our hands, focusing too heavily on what competitors are doing instead of highlighting their unique value in a way that resonates with the people that matter most: Customers.
This presentation was presented at Big Design Conference 2013
Through The Looking Glass: Overcoming Organizational PerspectivesSteve Floyd
You should view the whole thing here - http://axz.mx/looking-glass-ux
Traditionally, UX has viewed SEO as being disruptive to design and communication, and SEO believe UX overlooks searchability. But in order to make our campaigns successful, we need to be empathetic to each other. Steve Floyd, CEO and Founder at AXZM, walks through how designers think and what they value, understanding contrasting and differing language and tools in SEO and UX communities, and how to better integrate and add value to design workflows as an SEO.
Content that is geared toward people in your own backyard is a good thing. It’s good for people, it’s good for the engines and when it’s good for both, it’s good for business. Have you ever tried creating and promoting it? It’s not as easy as it might seem, especially if you are promoting a product or service that people are not interested in.
With updates to the local SEO algorithm becoming more in line with traditional SEO ranking signals, the location, activity, quality and context of your content is important now more than ever before.
Small local businesses have limited resources, so having a strategy in place to make each piece of content as effective as possible is critical.
In this presentation learn how you can unlock the power of local content to drive engagement, rankings and sales.
Estrategias de captación y herramientas esenciales del SEO WorkFlowIñaki Tovar
Presentación realizada para el evento Digital Agency Day http://www.digitalagencyday.es organizado por SEMRUSH, UNBOUNCE y HUBSPOT.
Un repaso a las claves de nuestras estrategias de Inbound Marketing y a las herramientas de cabecera SAAS que implementamos en nuestro flujo de trabajo SEO tanto interno como con nuestros clientes
The Ohio State University Winter College 2012 took place at The Ritz Carlton Beach Resort in Naples on February 17 and 18. Dean Poon spoke on the groundbreaking research taking place on the Middle Market.
With the recession in the rearview mirror, many mid-sized companies are still stuck in idle. To steer their companies back towards growth, corporate leaders are constantly re-evaluating strategies and making adjustments.
The U.S. Energy Outlook survey finds eighty-one percent of middle market energy executives describe 2013 as profitable and 82 percent anticipate continued profitability in 2014.
Healthcare executives maintain a relatively positive outlook for the upcoming year. The majority remain optimistic, expecting similar growth to last year in revenue, prices, volume and capital spending. Many other non-financial trends within the industry are also seen as having a beneficial impact on consumers and the quality of care being delivered.
For one, trends around Mergers & Acquisitions (M&A) are increasing from last year, with a general optimism about the impact, especially on the industry side, for efficiency and revenue. About three-quarters of executives also believe that increased M&A may result in a greater focus on care (over business administration.)
Second, most executives anticipate a continued--and increasing--reliance on technology that should improve quality and reduce costs. But with higher stakes, the challenge will be how to seamlessly incorporate technology industry-wide without compromising security.
Despite the optimistic tone, however, healthcare costs continue to be an untenable uphill battle for consumers, with no improvement over last year. Executives perceive that these overwhelming costs are damaging care and that many consumers may be sacrificing care to save money. Many executives claim they are working to figure out ways to alleviate this problem. In addition, executives are more open to government involvement with regulating the industry, but there is very little consensus on how to measure success and utilize outcomes.
UCD14 Talk - Anna Dahlstrom - Device Agnostic Design: How to get your content...UCD UK Ltd
Anna Dahlstrom - Device Agnostic Design: How to get your content to go anywhere
There was a time when we did glossy page designs and when those designs were pretty much what we saw in our desktop browsers. With the introduction and rise of smartphones, tablets, phablets there isn't one view of our designs anymore.
Instead, what we create needs to be able to adapt in a way that is suitable for the device as well as where and how it’s being used.
With responsive design we've learnt the basics of how to adapt content, interactions and layouts so that it works across devices. But with further developments in technology and screens, our content is going to go anywhere. As a result we need to move away from designing for specific devices to solutions that are device agnostic. For us as UX designers this means means letting content rather than devices guide layouts, and also increasingly moving away from designing and wireframing pages to focusing on the modules that those views are made up of. But there are other aspects to consider in device agnostic design.
In this talk Anna will walk through why device agnostic design matters, what it means and how we go about it.
A major convergence is happening on the web that could disrupt the traditional rules of business and it's no surprise it's being driven by data. With cloud hosting available for pennies on the dollar, over 10,000+ APIs in 2015 available to the public and an estimated 60% of internet traffic compromised of bots, getting data is easier (and cheaper) than ever before. This environment is an ideal opportunity for savvy startups, agencies and businesses looking to take advantage of the wealth of data available. The barrier to entry has been removed and those who act quickly will capitalize, compete and even disrupt in ways we can only imagine. In this presentation, find out the best APIs, processes and technology that you can leverage to get an unfair advantage over your competition in 2015 and beyond.
2020 Foresight: 10 Key Trends for Economic Development WebsitesGIS Planning
What are the top ED website trends heading in 2020? Will your organization be up to date, or will you fall behind? Join GIS Planning VP of Marketing, Alissa Sklar, Ph.D. and Golden Shovel CEO, Aaron Brossoit, for a look at the 10 most important trends in economic development marketing online for the coming year, with live examples and practical tips related to the following factors - and more!
* Design trends
* Strategies for engagement
* Microsites
* Interactive and dynamic features
*VR video and augmented reality
* Visualizing data
*Tracking data about your data
All too often we overlook the things that will help us provide value for our customers. In this presentation I provide an overview of the key components of a stakeholder interview and the importance of qualitative and quantitative content audits.
This is a talk presented by Dhawal Shah, Technical Director at 2Stallions Digital Marketing Agency, at Startup & SME Academy on 19th Jan 2017 on the topic of 'Features Of a Good Business Website'. He discusses WHAT makes a website good from a business perspective, and then discusses the features needed to achieve these business goals.
Planning for Responsive: Why Your Developers Hate YouSteve Floyd
Bad planning and rushed projects are at the heart of bad responsive websites (and most bad websites for that matter). Find out why your developers hate you and what you can do to make them love you. This is a presentation for Pubcon Vegas 2013
The Ohio State University Winter College 2012 took place at The Ritz Carlton Beach Resort in Naples on February 17 and 18. Dean Poon spoke on the groundbreaking research taking place on the Middle Market.
With the recession in the rearview mirror, many mid-sized companies are still stuck in idle. To steer their companies back towards growth, corporate leaders are constantly re-evaluating strategies and making adjustments.
The U.S. Energy Outlook survey finds eighty-one percent of middle market energy executives describe 2013 as profitable and 82 percent anticipate continued profitability in 2014.
Healthcare executives maintain a relatively positive outlook for the upcoming year. The majority remain optimistic, expecting similar growth to last year in revenue, prices, volume and capital spending. Many other non-financial trends within the industry are also seen as having a beneficial impact on consumers and the quality of care being delivered.
For one, trends around Mergers & Acquisitions (M&A) are increasing from last year, with a general optimism about the impact, especially on the industry side, for efficiency and revenue. About three-quarters of executives also believe that increased M&A may result in a greater focus on care (over business administration.)
Second, most executives anticipate a continued--and increasing--reliance on technology that should improve quality and reduce costs. But with higher stakes, the challenge will be how to seamlessly incorporate technology industry-wide without compromising security.
Despite the optimistic tone, however, healthcare costs continue to be an untenable uphill battle for consumers, with no improvement over last year. Executives perceive that these overwhelming costs are damaging care and that many consumers may be sacrificing care to save money. Many executives claim they are working to figure out ways to alleviate this problem. In addition, executives are more open to government involvement with regulating the industry, but there is very little consensus on how to measure success and utilize outcomes.
UCD14 Talk - Anna Dahlstrom - Device Agnostic Design: How to get your content...UCD UK Ltd
Anna Dahlstrom - Device Agnostic Design: How to get your content to go anywhere
There was a time when we did glossy page designs and when those designs were pretty much what we saw in our desktop browsers. With the introduction and rise of smartphones, tablets, phablets there isn't one view of our designs anymore.
Instead, what we create needs to be able to adapt in a way that is suitable for the device as well as where and how it’s being used.
With responsive design we've learnt the basics of how to adapt content, interactions and layouts so that it works across devices. But with further developments in technology and screens, our content is going to go anywhere. As a result we need to move away from designing for specific devices to solutions that are device agnostic. For us as UX designers this means means letting content rather than devices guide layouts, and also increasingly moving away from designing and wireframing pages to focusing on the modules that those views are made up of. But there are other aspects to consider in device agnostic design.
In this talk Anna will walk through why device agnostic design matters, what it means and how we go about it.
A major convergence is happening on the web that could disrupt the traditional rules of business and it's no surprise it's being driven by data. With cloud hosting available for pennies on the dollar, over 10,000+ APIs in 2015 available to the public and an estimated 60% of internet traffic compromised of bots, getting data is easier (and cheaper) than ever before. This environment is an ideal opportunity for savvy startups, agencies and businesses looking to take advantage of the wealth of data available. The barrier to entry has been removed and those who act quickly will capitalize, compete and even disrupt in ways we can only imagine. In this presentation, find out the best APIs, processes and technology that you can leverage to get an unfair advantage over your competition in 2015 and beyond.
2020 Foresight: 10 Key Trends for Economic Development WebsitesGIS Planning
What are the top ED website trends heading in 2020? Will your organization be up to date, or will you fall behind? Join GIS Planning VP of Marketing, Alissa Sklar, Ph.D. and Golden Shovel CEO, Aaron Brossoit, for a look at the 10 most important trends in economic development marketing online for the coming year, with live examples and practical tips related to the following factors - and more!
* Design trends
* Strategies for engagement
* Microsites
* Interactive and dynamic features
*VR video and augmented reality
* Visualizing data
*Tracking data about your data
All too often we overlook the things that will help us provide value for our customers. In this presentation I provide an overview of the key components of a stakeholder interview and the importance of qualitative and quantitative content audits.
This is a talk presented by Dhawal Shah, Technical Director at 2Stallions Digital Marketing Agency, at Startup & SME Academy on 19th Jan 2017 on the topic of 'Features Of a Good Business Website'. He discusses WHAT makes a website good from a business perspective, and then discusses the features needed to achieve these business goals.
Planning for Responsive: Why Your Developers Hate YouSteve Floyd
Bad planning and rushed projects are at the heart of bad responsive websites (and most bad websites for that matter). Find out why your developers hate you and what you can do to make them love you. This is a presentation for Pubcon Vegas 2013
Rise of the Content Mesh: Webcast with Contentful and GatsbyGatsbyjs
Creating compelling web experiences has become crucial in building loyal customers but you can’t get fresh, novel, and engaging websites without up-to-date content and development architectures. Enter the Content Mesh. The Content Mesh is emerging to free up developers and content creators to use whichever tool works best for managing content, developing the website, or optimizing performance. Join Gatsby and Contentful as we explore the rise of the Content Mesh, Headless CMSs, content infrastructures, and the future of the web technology stack. Watch the on demand webinar here: https://www.gatsbyjs.com/content-mesh-contentful
SEO leads cost 60% less & close 2x faster than any other digital channel. When it comes to lead generation, SEO is a no brainer. Yet, most marketers fumble at strategy implementation.
Check out “The Definitive B2B SEO Playbook” presentation to build a lead-gen focused organic search strategy.
Increase Digital Engagement With Your Business - SEO Fundamentals & ROIJayson Peltzer
Learn how to increase digital engagement with your business. This presentation covers the fundamentals and best prcatices of search engine optimization (SEO) and content marketing, as well as outlines how you can get a return on your investment.
LinkedIn was once boring AF, and has now shifted to becoming more professional, personal and social. It's becoming the new Facebook for business. Here's the new way of marketing.
String was able to gain 160k views in 13 days, and so far has had over 8000 professionals visit her profile. How? Native content creation and video are her bread and butter.
This is actually the best time to create your personal brand, by taking advantage of the fact that few people are creating content that is relevant or resonates with their brand messaging.
Today's LinkedIn is all about turning B2B into B2C
Check out her presentation and let's connect on Linkedin
http://Linkedin.com/in/stringstory
Managing Entropy - Clarity '13 - Keith GoodeKeith Goode
"Managing Entropy" is a presentation given by Keith Goode at Clarity '13 on September 26, 2013 in Austin, TX at the Four Seasons Hotel and Conference Center. The session was "Solving SEO Challenges at Scale," and the other panelists were Taylor Pratt, Scott Nickels, and Richard Chavez.
In this presentation, Keith Goode discusses the challenges of scaling SEO efforts without becoming a weighty organization. SEO at scale requires an organization-wide democratization of SEO. Review the slides to find out how.
Similar to Selling Guns to Gandhi: Getting Content Buy-In - Pubcon New Orleans 2014 (20)
This is a re-upload of my talk from Pubcon Austin 2016 about how to improve your Wordpress website speed.
The original can be viewed here - https://www.slideshare.net/axzm/major-keys-to-wordpress-speed
The Nightmare Before Content: Surviving Redesign HellSteve Floyd
Getting teams to communicate during a redesign or major site migration can be a major clusterfail. Company structure, outdated systems, and egos can all get in the way. Even with more and more companies adopting lean principles and design thinking, the vast majority still struggle to document and implement a basic content strategy. There is another way, and it doesn't suck.
This talk will provide the following actionable takeaways:
- Where and how communication breaks down among most UX teams (and how to overcome it)
- How to get key stakeholders to communicate their insights and value in a centralized, constructive and distilled manner
- How to integrate critical SEO considerations without completely mutilating your copy
- Specific tools, resources, and proven processes to overcome these common woes
This is an overview of some of the latest tools and considerations to achieve better load times in Wordpress that I presented at the Pubcon Austin regional conference.
Building Better Experiences With Content PersonalizationSteve Floyd
The days of painting your content with broad brush strokes over over. With a fractured market and even more people and brands rushing in to become publishers every day, personalizing your content will give you an edge over your competition.
Developing a 1:1 communication strategy with your customers, users, audience, etc... will not only improve their experience and build loyalty, but it will differentiate your content among the sea of mediocrity.
Through The Looking Glass: The Value of Good DesignSteve Floyd
Our professional lens often shapes how we perceive value. The larger UX / IA and Content Strategy community have always looked at us (Search Engine Marketers / Digital Marketers) as disruptive to the communication goals of the organizations we work for, and rightfully so. We are notorious for undervaluing design, but it doesn’t have to be that way! We need to be more empathetic to those who make our campaigns a success.
In this presentation I provide actionable resources that search engine marketers / digital marketers can use to better integrate into the design process as well as how they can add value and insights to the people on the other side of the house. The key takeaways from this presentation for attendees would be:
– Understanding how designers think and what they value
– Understanding the language and tools UX / IA / CS professionals use in contrast with the language and tools search engine marketers use
– How digital marketers can add value to the workflow of the people we work with (how, when and where to integrate)
The City of Dallas Population ExplosionSteve Floyd
This infographic was created to graphically display the historic rise of the population of Dallas, Texas as well as covering the projected population forecast for 2030 by the North Central Texas Council of Governments.
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
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
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/
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
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.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
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
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
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.
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
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.
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
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
61. SLIDE #9 - So You’ve Heard about Web Content Strategy. Now What? by Nell Kauls – Link
SLIDE #10 - Web Strategies Sites Content Matrix – Link
SLIDE #11 - Using Mind Maps for UX Design by Catriona Cornett – Link
SLIDE #12 - Content Inventory – Degree Programs by Russ Beeson – Link
SLIDE #13 - How User Personas Can Improve Your SEO Strategy by KISSMetrics – Link
SLIDE #14 - Content Templates to Get Your Clients Thinking Content-First by James Deer – Link
SLIDE #15 - Governance Model for SharePoint 2010 by Microsoft – Link
SLIDE #54 - Academia Sucks the Soul Out of Design The Presentation Designer – Link
SLIDE #57 Developing an Experience Strategy in 4 Parts by David Armano – Link
*All Photos Are Property of The Respective Copyright Holder
62. 1. Content Strategy: Connecting the Dots Between Business, Brand & Benefits by Rahel Anne Bailie &
Noz Urbina– Link
2. Managing Enterprise Content: A Unified Content Strategy by Ann Rockley – Link
3. Selling Content Strategy by Karen McGrane – Link
4. The Business of Content by Melissa Rach – Link
5. Selling the Value of Your Content Strategy By Steve Walker – Link
6. Content Strategy: 3 Ways to Get Buy-In from the Corner Office by Ahava Leibtag – Link
7. Pitch Before You Plan: Selling Content Strategy Internally by C.L. Kennedy – Link
8. 2 Foolproof Methods for Getting Content Marketing Buy-In by Joe Pulizzi – Link
9. Why Your CEO Doesn’t Care About Content Marketing by Chris Winfield – Link
10. Selling Content to the C-suite Ahava Leibtag– Link
11. Starting Out Organized: Website Content Planning The Right Way by Kristin Wemmer– Link
12. Selling Content Strategy: A Continuous Process by Rick Allen – Link
13. Prove Content Marketing ROI to Your CEO: 4 Values to Communicate by DJ Miller – Link
14. Getting Internal Buy-In For a Content Marketing Strategy by J-P De Clerck – Link
15. Content Marketing: How To Sell Executives On The Idea & Cost Greg Shuey– Link
16. How To Get Your Breakthrough Ideas Approved by Decision Makers by Charles Purdy – Link
17. Selling to Big Companies by Jill Konrath – Link
18. The Win Without Pitching Manifesto by Jey Pandian – Link
19. Super Awesome Content Strategy Worksheet by Steve Floyd – Link
63. Steve Floyd
Founder / Principle at AXZM
twitter: @nawlready
phone: (214) 272-9109
www.axzm.com
For the last decade I have been
creating digital marketing solutions
for businesses large and small. In
that time I’ve learned a few things
about the governance and creation
of web content and how that
content ties into other marketing
channels. Content is often swept
aside as the last part of a project,
when I believe it should be one of
the very first things addressed
(even before design).
Editor's Notes
Selling Guns to Gandhi: The Art of Content Buy-In by Steve Floyd – CEO of AXZM – www.axzm.com/about/steve-floyd
No, I’m not selling any guns (and certainly not to Gandhi) but it can certainly feel that when you are trying to get buy-in for strategic content initiatives.
I got your attention though!
That’s the whole point. You need to stand out among all the other voices in your organization, or your strategy will get pushed to the side for another shiny object.
Let’s be honest here, planning and executing a content strategy is hard.
Getting buy-in for that content strategy can be even harder.
If we want buy-in we need to learn to keep it simple.
Or you may never get the approval you need to implement your strategy.
We give them all this stuff…
- STAKEHOLDER INTERVIEWS- BRANDING / STYLE GUIDES
- CONTENT AUDIT / INVENTORIES- QUALITATIVE / QUANTITATIVE ANALYSIS- KEY MESSAGE ARCHITECTURE- USER / BUYER JOURNEYS
- CONTENT MATRIX- CONTENT FLOW DIAGRAMS- METADATA STRATEGY- CONTENT TEMPLATES- WIREFRAMES (HIGH & LOW RES)- CONTENT GOVERNANCE MODEL
And this… Content Matrix
And this… Mind Maps
And this… Content Audits
And this… Personas
And this… Content Templates
And this… Governance Model
And that is all great (and necessary).
But, why are we surprised?
When no one gives a shit.
Or when stakeholders react in a negative way to the extra work you are putting on them? Work they of then do not fully understand.
When senior management and co-workers hate you for trying to take over their content?
All they want is a website. Why all the fuss?
Content strategists know these deliverables are absolutely essential, but it’s not hard to see why there is no buy-in.
This obviously puts us between a rock and hard place.
The key is…
Balance.
Proactively condense and centralizing all your documents in one place for your team is a good idea. This will grease the skids adoption of your strategy.
Give your stakeholders the cliff notes that speak to their initial pain points and KPIs while getting the approval you need to move forward. There is such a thing as too much information.
I know. Sounds like a great theory, but how do I actually do that?!
Exclusive to Big Design conference, I give you….
The Super Awesome Content Strategy Worksheet – Client Profile & Insights– axz.mx/super-awesome-csw
The Super Awesome Content Strategy Worksheet – Client Profile & Insights– axz.mx/super-awesome-csw
The Super Awesome Content Strategy Worksheet – Key Messages – axz.mx/super-awesome-csw
The Super Awesome Content Strategy Worksheet – Personas – axz.mx/super-awesome-csw
The Super Awesome Content Strategy Worksheet – Content Audit – axz.mx/super-awesome-csw
The Super Awesome Content Strategy Worksheet – Editorial Calendar – axz.mx/super-awesome-csw
If we really want buy-in we have to prove our value to the people who write the checks.
You will need ammo to do this. Here it is…
Use every tool in your arsenal (you’re going to need it) and arm yourself with a full clip of data. This will help better inform your content strategy and give you confirmation that the opportunities are there - http://axz.mx/best-tools
Use Google Analytics to track every interaction with your website, so you can continually improve the user experience and conversions. You can also prove the value of the campaigns you are working on with campaign URLs - axz.mx/g-analyze
Set up a Google Analytics dashboard for your company website and track the data points that matter most to your business - axz.mx/ga-dashboards
Use Raventools to manage your ongoing content marketing, social, email and paid efforts. There are also a host of other tools that help you quickly fix technical SEO errors and custom branded reports for your boss / client or customers. - axz.mx/r-tool
Use SEM rush to get traffic estimates on keywords, spy on competitors ad spend and generate reports based on this data. - axz.mx/sem-rusher
Use the Content Analysis Tool by Content Insights to Audit large amounts of content - axz.mx/c-insights
Use Screaming Frog to audit your content on the cheap (FREE & Paid versions) - axz.mx/scream-frog
Let data guide the way, it will set you free - axz.mx/data-sets-free
Your data better be right on the money though, at least if you are going to prove your value, so make sure you do away with vanity metrics that don’t matter to the stakeholder’s bottom line. If it don’t make dollars, it don’t make sense.
The C-Suite speaks in the language of money.
They see all this web stuff as a utility of the IT department (but it’s not).
Learn to speak the language.
Be a chameleon and adapt to your environment. Try to understand what makes the stakeholder tick and what they value. Even go as far as to match the style of dress that your stakeholder is most comfortable in. If they are super conservative in $10,000 suites, it’s probably a good idea not to show up in cargos and flip flops. The same could be said about stakeholders who prefer a more casual style. Don’t show up over dressed or you could alienate yourself. It’s all about listening and building trust, so anything you can do to make that process easier do proactively. It will make the process of buy-in go much easier when the decision maker is bought into you, not just the strategy you are trying to get buy-in for.
Once you know what makes them tick and what channels they value most, play to those key interests and sell your strategy around it. For example, if they are all about social media and branding but think SEO is snake oil, skew your presentation towards branding and social. The same could be said about stakeholders who value SEO & PPC to drive sales, but think social media is a waste of time. Make your presentation SEO centric.
How you present your pitch is everything.
95% of presentations completely suck. Ask yourself if you would buy into the idea you are selling when you look at your presentation. If you can’t design something yourself, pay someone who can. This is a huge factor in how your strategy is perceived.
Create an experience, not just a pitch. Weave elements of story telling into your presentation that weave all the stakeholder’s biggest organizational pain points into an easily digestible solution. Again, keep it stupid simple. Use metaphors and parables to drive your point across for things that might be over their heads.
Use TinderBox to create, track and manage interactive presentations. - axz.mx/tinder-box
Use BidSketch to create secure, scalable web-based proposals that will speed up your response times and set yourself apart from all the other paperwork on their desk.
That’s the whole point. You need to stand out among all the other voices in your organization, or your strategy will get pushed to the side for another shiny object.
We need to sell content strategy in engaging, useful and relevant ways…
Just like the content we advocate.
“First they ignore you, Then they laugh at you, Then they fight you, Then you win.”- Mahatma Gandhi
Credits:
SLIDE #9 - So You’ve Heard about Web Content Strategy. Now What? by Nell Kauls
SLIDE #10 - Web Strategies Sites Content Matrix
SLIDE #11 - Using Mind Maps for UX Design by Catriona Cornett
SLIDE #12 - Content Inventory – Degree Programs by Russ Beeson
SLIDE #13 - How User Personas Can Improve Your SEO Strategy by KISSMetrics
SLIDE #14 - Content Templates to Get Your Clients Thinking Content-First by James Deer
SLIDE #15 - Governance Model for SharePoint 2010 by Microsoft
SLIDE #54 - Academia Sucks the Soul Out of Design The Presentation Designer
SLIDE #57 Developing an Experience Strategy in 4 Parts by David Armano
*All Photos Are Property of The Respective Copyright Holder
Resources:
Content Strategy: Connecting the Dots Between Business, Brand & Benefits by Rahel Anne Bailie & Noz Urbina
Managing Enterprise Content: A Unified Content Strategy by Ann Rockley
Selling Content Strategy by Karen McGrane
The Business of Content by Melissa Rach
Selling the Value of Your Content Strategy By Steve Walker
Content Strategy: 3 Ways to Get Buy-In from the Corner Office by Ahava Leibtag
Pitch Before You Plan: Selling Content Strategy Internally by C.L. Kennedy
2 Foolproof Methods for Getting Content Marketing Buy-In by Joe Pulizzi
Why Your CEO Doesn’t Care About Content Marketing by Chris Winfield
Selling Content to the C-suite Ahava Leibtag
Starting Out Organized: Website Content Planning The Right Way by Kristin Wemmer
Selling Content Strategy: A Continuous Process by Rick Allen
Prove Content Marketing ROI to Your CEO: 4 Values to Communicate by DJ Miller
Getting Internal Buy-In For a Content Marketing Strategy by J-P De Clerck
Content Marketing: How To Sell Executives On The Idea & Cost Greg Shuey
How To Get Your Breakthrough Ideas Approved by Decision Makers by Charles Purdy
Selling to Big Companies by Jill Konrath
The Win Without Pitching Manifesto by Jey Pandian
Super Awesome Content Strategy Worksheet by Steve Floyd
About MeFor the last decade I have been creating digital marketing solutions for businesses large and small. In that time I’ve learned a few things about the governance and creation of web content and how that content ties into other marketing channels. Content is often swept aside as the last part of a project, when I believe it should be one of the very first things addressed (even before design).