A presentation by David Somerville, head of social media at Fresh Egg, given at the 2013 Brighton Digital Marketing Festival.
The presentation covers the five different stages of the content cycle, with the aim of helping you plan, implement, measure and improve upon the success of your content marketing strategy. These five stages are:
- Discovery – an investigation stage to guide your content strategy and campaigns
- Planning and setup – a stage that ensures your content is well thought-out and designed to meet specific objectives
- Execution – creating your content and promoting it
- Reporting, analysis and insight – measuring what has happened as a result of your content campaigns
- Refinement – learning from your reporting and feeding back into planning and setup to help guide future campaigns
Peter wants to reframe the discussion so it is not about attribution models but about techniques for optimising your marketing spend. He will talk about why the technique of attribution is wrong and where to invest your time/resources instead.
Fresh Egg Australia - Navigating the PPC LandscapeFresh Egg UK
Presentation by Su Nijhawan at the Fresh Egg's Google Partners Connect Event explaining the navigation of the PPC landscape covering: digital connectivity, business goals and biddable strategies.
Understanding Your Audience by Mike Hagley - Vivid Sydney 2015 #VividideasFresh Egg UK
Fresh Egg's Technical SEO director, Mike Hagley, delivered a talk as part of the Vivid Sydney 2015 event.
Mike’s presentation equipped the audience with the tools and techniques to figure out what their audiences are interested in, what their motivations to buy are, what devices they use, and more. He covered:
• How to identify your customer and audience groups
• What your customer and audience groups search for at different stages of their buying journey and why
• Where and how they search – Which digital marketplaces, social platforms and devices do they use?
In this webinar, Hanapin experts Will Larcom and Lara Lowery will help you step out of the AdWords bubble and show you the most successful advertising alternatives for search, social and display campaigns.
Join us on this webinar where we discuss the new improvements made to our real-time social research tool MAP. We show off our brand new user interface and new software features.
Learn how to:
Easily customize your data reports with the ability to create a dashboard.
Get minute-by-minute analysis of spikes and dips in chatter with time-based search.
Run analytics against shortened URLs
Please enjoy!
Over the past two years, influencer marketing has become one of the fastest growing digital marketing tactics. Brands are seeing the impact influencers have on their content strategy and audience development. However, many marketers are still gaining a full understanding of how to run an influencer campaign and which insights they should be paying attention to.
This presentation covers:
- Influencer marketing overview – the who, what, where and why
- Starting an influencer campaign – setting goals, identifying audience, keywords and content
- Building a content campaign – building strategy, setting timelines, finding and engaging with influencers
- Monitoring and Reporting – tracking off-site content, measuring true influence beyond likes and shares
Peter wants to reframe the discussion so it is not about attribution models but about techniques for optimising your marketing spend. He will talk about why the technique of attribution is wrong and where to invest your time/resources instead.
Fresh Egg Australia - Navigating the PPC LandscapeFresh Egg UK
Presentation by Su Nijhawan at the Fresh Egg's Google Partners Connect Event explaining the navigation of the PPC landscape covering: digital connectivity, business goals and biddable strategies.
Understanding Your Audience by Mike Hagley - Vivid Sydney 2015 #VividideasFresh Egg UK
Fresh Egg's Technical SEO director, Mike Hagley, delivered a talk as part of the Vivid Sydney 2015 event.
Mike’s presentation equipped the audience with the tools and techniques to figure out what their audiences are interested in, what their motivations to buy are, what devices they use, and more. He covered:
• How to identify your customer and audience groups
• What your customer and audience groups search for at different stages of their buying journey and why
• Where and how they search – Which digital marketplaces, social platforms and devices do they use?
In this webinar, Hanapin experts Will Larcom and Lara Lowery will help you step out of the AdWords bubble and show you the most successful advertising alternatives for search, social and display campaigns.
Join us on this webinar where we discuss the new improvements made to our real-time social research tool MAP. We show off our brand new user interface and new software features.
Learn how to:
Easily customize your data reports with the ability to create a dashboard.
Get minute-by-minute analysis of spikes and dips in chatter with time-based search.
Run analytics against shortened URLs
Please enjoy!
Over the past two years, influencer marketing has become one of the fastest growing digital marketing tactics. Brands are seeing the impact influencers have on their content strategy and audience development. However, many marketers are still gaining a full understanding of how to run an influencer campaign and which insights they should be paying attention to.
This presentation covers:
- Influencer marketing overview – the who, what, where and why
- Starting an influencer campaign – setting goals, identifying audience, keywords and content
- Building a content campaign – building strategy, setting timelines, finding and engaging with influencers
- Monitoring and Reporting – tracking off-site content, measuring true influence beyond likes and shares
Necessary Elements of Digital Marketing to Grow Your BusinessDigital Vidya
Care about how to leverage 'Necessary Elements of Digital Marketing to Grow Your Business'. You will find this deck presented by the industry expert Srihari Palangala, Director and Head of Marketing at EMC during Webinar for Digital Vidya. Interested in attending similar Webinar Live? Register Now at http://www.digitalvidya.com/webinars/
You Asked, Bing Listened: Most Wanted Updates for 2018Hanapin Marketing
In this presentation, Bing’s Purna Virji and Hanapin’s Dani Gonzales are going to dive into these new updates for you, analyze them, and provide action steps for you to take when they come out.
Strategic and well thought out social mediaDee Schutte
Presented by Anna Anderson, CEO of artunlimited
In this seminar, you'll learn how to:
Build brand consistency within your social media strategy;
The best media types to use on social media; and
Using organic and paid marketing within social media to build your brand awareness.
[SlideShare] The Blueprint to B2B Content MetricsKapost
Seventeen percent of marketers say they have no content effectiveness measurements in place and 49% are using only basic metrics such as clicks or downloads, according to a Demand Metric study.
In order to be truly effective with content, the modern marketer needs to understand and measure the health of the content operation, the total reach of content, and the conversions content generates.
Take the guesswork out of measuring the effectiveness of your content and learn more about content marketing metrics: http://bit.ly/1KV57uD
This presentation gives an overview on SIX important things to do for B2B marketing and how SEO, SEM, Linkedin impacts a B2B campaign. This ppt also features some B2B case studies and how it helped the brand to evolve its customers.
In this presentation, I have explained the various KPIs for Content Marketing. You can use these KPIs for accessing the effectiveness of Content Marketing Campaigns within your organisation.
In this presentation, I have explained the content creation process. I have also explained the various ways which would aid you in the process of forming your content plan
Digital advertising strategies for Event Marketers Bizzabo
In the next year, $77 Billion will be spent on digital ads. It marks the first time in history where digital ad spend will outpace TV ad spend.
Savvy event marketers are already using digital ads to market an event, it's time for you to get in the game too.
In this presentation, I have explained why you should create a news section of your industry and have a specific dedicated section of your website for the same. I have also explained how it will help your brand grow and rank higher in SERP.
How to Enable Sales & Share Content Internally with Kapost GalleryKapost
91% percent of B2B marketers use content marketing, but 65% of the content created goes unused.
This growing gap between content creation and content discoverability is causing marketing nightmares—especially when it comes to locating, aligning, and distributing content.
Learn how to empower your sales people with content and drive marketing results with a content repository that is accessible, relevant, and trackable. Download the webinar http://bit.ly/1LOYsAb
B2B Content Marketing in Indian contextMoses Gomes
Content marketing plays a crucial role when it comes to digital marketing. Most B2B marketers are always on search to identify which content works with its target audience. But during this process they fail to identify the audience FUNNEL of path - to - purchase.
Customer Generated Content: Things Marketers Should KnowSysomos
Customer Generated Content campaigns are a topic often talked about when they’re done successfully, but without the context of what it takes to create an effective strategy and execute campaigns and marketing activities off of it. The reality is Customer Generated Content (also known as User Generated Content) is still new territory for many agencies and marketers alike, and their unfamiliarity with it can lead to missed opportunities for great content.
This is part 1 for the "All Things Taboola" series in which we'll cover everything you need to know about our discovery platform. Why this is the best thing for your agency and how to pitch it to your clients.
Join us and become an expert in a few steps. Speakers: Lena Chudasam, Sr. success manager at Taboola, Christophe Butlin CEO of Stringo media and Jonathan Riftin, Taboola Partners lead
Gain an understanding of how graphics and better organizing information can have a positive impact on target audiences. Hear case studies from your own backyard about marketing challenges organizations faced and how they were solved in a creative manner with the use of re-purposing content.
This business to business content marketing case study looks at how STR Software engages their prospects using content offers and marketing automation.
Technical SEO - Alec Bertram's Presentation from London Affiliate Conference ...Fresh Egg UK
Senior SEO Engineer at Fresh Egg, Alec Bertram's presentation on the most common and easiest to fix technical SEO issues from the London Affiliate Conference 2014
Fresh Egg Biddable World 2014 - View Through Conversions – Not Worth The Pape...Fresh Egg UK
A confusing title for a confounding topic. There’s been a contentious issue in the world of advertising for as long as there has been advertising: what’s the value of someone seeing an ad?
Some advertisers outright refuse to acknowledge view-throughs, while others warmly embrace them.
During this presentation we’ll look at the validity of the view-through, understanding a little of the mechanics behind them and how we might go about assigning, and perhaps even forecasting, real value to the view-through effect of digital advertising.
Nate Wood, Head of International Search for Fresh Egg was one of the speakers at the Biddable World event in January 2014.
Necessary Elements of Digital Marketing to Grow Your BusinessDigital Vidya
Care about how to leverage 'Necessary Elements of Digital Marketing to Grow Your Business'. You will find this deck presented by the industry expert Srihari Palangala, Director and Head of Marketing at EMC during Webinar for Digital Vidya. Interested in attending similar Webinar Live? Register Now at http://www.digitalvidya.com/webinars/
You Asked, Bing Listened: Most Wanted Updates for 2018Hanapin Marketing
In this presentation, Bing’s Purna Virji and Hanapin’s Dani Gonzales are going to dive into these new updates for you, analyze them, and provide action steps for you to take when they come out.
Strategic and well thought out social mediaDee Schutte
Presented by Anna Anderson, CEO of artunlimited
In this seminar, you'll learn how to:
Build brand consistency within your social media strategy;
The best media types to use on social media; and
Using organic and paid marketing within social media to build your brand awareness.
[SlideShare] The Blueprint to B2B Content MetricsKapost
Seventeen percent of marketers say they have no content effectiveness measurements in place and 49% are using only basic metrics such as clicks or downloads, according to a Demand Metric study.
In order to be truly effective with content, the modern marketer needs to understand and measure the health of the content operation, the total reach of content, and the conversions content generates.
Take the guesswork out of measuring the effectiveness of your content and learn more about content marketing metrics: http://bit.ly/1KV57uD
This presentation gives an overview on SIX important things to do for B2B marketing and how SEO, SEM, Linkedin impacts a B2B campaign. This ppt also features some B2B case studies and how it helped the brand to evolve its customers.
In this presentation, I have explained the various KPIs for Content Marketing. You can use these KPIs for accessing the effectiveness of Content Marketing Campaigns within your organisation.
In this presentation, I have explained the content creation process. I have also explained the various ways which would aid you in the process of forming your content plan
Digital advertising strategies for Event Marketers Bizzabo
In the next year, $77 Billion will be spent on digital ads. It marks the first time in history where digital ad spend will outpace TV ad spend.
Savvy event marketers are already using digital ads to market an event, it's time for you to get in the game too.
In this presentation, I have explained why you should create a news section of your industry and have a specific dedicated section of your website for the same. I have also explained how it will help your brand grow and rank higher in SERP.
How to Enable Sales & Share Content Internally with Kapost GalleryKapost
91% percent of B2B marketers use content marketing, but 65% of the content created goes unused.
This growing gap between content creation and content discoverability is causing marketing nightmares—especially when it comes to locating, aligning, and distributing content.
Learn how to empower your sales people with content and drive marketing results with a content repository that is accessible, relevant, and trackable. Download the webinar http://bit.ly/1LOYsAb
B2B Content Marketing in Indian contextMoses Gomes
Content marketing plays a crucial role when it comes to digital marketing. Most B2B marketers are always on search to identify which content works with its target audience. But during this process they fail to identify the audience FUNNEL of path - to - purchase.
Customer Generated Content: Things Marketers Should KnowSysomos
Customer Generated Content campaigns are a topic often talked about when they’re done successfully, but without the context of what it takes to create an effective strategy and execute campaigns and marketing activities off of it. The reality is Customer Generated Content (also known as User Generated Content) is still new territory for many agencies and marketers alike, and their unfamiliarity with it can lead to missed opportunities for great content.
This is part 1 for the "All Things Taboola" series in which we'll cover everything you need to know about our discovery platform. Why this is the best thing for your agency and how to pitch it to your clients.
Join us and become an expert in a few steps. Speakers: Lena Chudasam, Sr. success manager at Taboola, Christophe Butlin CEO of Stringo media and Jonathan Riftin, Taboola Partners lead
Gain an understanding of how graphics and better organizing information can have a positive impact on target audiences. Hear case studies from your own backyard about marketing challenges organizations faced and how they were solved in a creative manner with the use of re-purposing content.
This business to business content marketing case study looks at how STR Software engages their prospects using content offers and marketing automation.
Technical SEO - Alec Bertram's Presentation from London Affiliate Conference ...Fresh Egg UK
Senior SEO Engineer at Fresh Egg, Alec Bertram's presentation on the most common and easiest to fix technical SEO issues from the London Affiliate Conference 2014
Fresh Egg Biddable World 2014 - View Through Conversions – Not Worth The Pape...Fresh Egg UK
A confusing title for a confounding topic. There’s been a contentious issue in the world of advertising for as long as there has been advertising: what’s the value of someone seeing an ad?
Some advertisers outright refuse to acknowledge view-throughs, while others warmly embrace them.
During this presentation we’ll look at the validity of the view-through, understanding a little of the mechanics behind them and how we might go about assigning, and perhaps even forecasting, real value to the view-through effect of digital advertising.
Nate Wood, Head of International Search for Fresh Egg was one of the speakers at the Biddable World event in January 2014.
Fresh Egg Social Media presentation: Google+ and FriendsFresh Egg UK
A presentation from the Fresh Egg social media team titled 'Google+ and Friends'. This looks at where Google+ is right now as a social media platform and shares advice on why use it, how to create an optimised profile and the potential SEO benefits of using it.
Also it takes a look at Google+'s 'friends', including Google Authorship, Ripples and Enhanced Listings.
27 digital marketing trends predictions 2015Fresh Egg UK
In this presentation Fresh Egg’s digital experts look back at their predictions from last year, and let you in on the key trends you should be looking out for in 2015.
Conversion Optimisation: Creating the right environment for your CRO campaignFresh Egg UK
Julian Erbsloeh presented at BrightonCRO about ensuring you're able to measure your conversion optimisation activity and the configurations you need set up in Google Analytics to support your CRO campaigns.
Split testing vs personalisation: is there a winner?Fresh Egg UK
This presentation answers questions about whether split testing and personalisation could or should be separate practices, or whether they are inherently intertwined? It assesses the current state of shift from one-to-many digital experiences, toward many-to-many experiences, and asks: is this good?
Fresh Egg and Buzzsumo: How to create heavyweight content marketing campaignsFresh Egg UK
Fresh Egg and Buzzsumo ran a webinar on the topic of 'How to create heavyweight content marketing campaigns'.
The webinar looked at some key areas in relation to campaign planning, including:
- Different types of campaign planning
- Key campaign planning elements
- What are the different phases of campaign planning?
- Campaign planning tools
This presentation contains all of the practical information that was shared.
For more information visit www.freshegg.co.uk/blog and search for "webinar"
Next Generation Measurement with Google Analytics - Dara Fitzgerald, Fresh EggFresh Egg UK
At the 2012 summit, GA announced some of the biggest feature releases in its history. These features will help to shift the analysis view from session-centric to user-centric, allowing the ever growing number of companies using GA to optimise for people, rather than sessions.
At BrightonSEO 2013, Dara presents an outline and provides use cases for new features such as custom dimensions and metrics, customer lifetime value and universal analytics.
Social Media Insights Presentation - Fresh Egg UKFresh Egg UK
Getting actionable insights from better social media measurement
The presentation slides from the Social Media Insights event hosted by Fresh Egg as part of the Brighton Digital Festival. Presented by head of social media David Somerville and head of insight Dara Fitzgerald, the presentation includes tips for social media measurement and using Google Analytics to tag campaigns.
David and Dara’s talk centred on practical tips for measuring social media activity, plus ideas on planning this measurement effectively. One of the most fundamental (and surprisingly, often overlooked) aspects of better measurement is setting out clear objectives from the outset.
Google as Predator: The Evolution of Search by David Sewell - BrightonSEO 2014Fresh Egg UK
In his talk for BrightonSEO April 2014, Fresh Egg's SEO consultant David Sewell likens Google - and the evolution of search in general - to the evolution of the relationship between predators and prey in the animal kingdom.
Briefly, his talk covers:
• What search looked like when the internet began
• How Google changed the search landscape and continues to evolve
• How to spot a predator in the context of search
• How Google’s predatory behaviour impacts businesses and the business environment
• Seven strategies for survival
Brands have the opportunity to rethink their approach to content by gaining alignment across business functions. The social bizologist can lead the charge in achieving this.
Between SEO, social media and content marketing, the digital marketing landscape is becoming increasingly complex. Learn how to develop a comprehensive, robust digital strategy and how to develop content topics you users will be interested in.
How To Plan And Build A Successful Content Marketing StrategyMichael Brenner
http://www.b2bmarketinginsider.com/content-marketing/plan-build-successful-content-marketing-strategy -- Did you know that every day on the internet:
There are 4.75 Billion pieces of content shared
There are 1.8 Billion photos uploaded
There are 700 Million Snapchats
There are 500 Million tweets
Marketing, as we know it, is being transformed right in front of our eyes. More and more messages are being promoted every day, on more channels, and as a result, consumers are learning to simply tune out the noise.
Because of this, brands must leverage content marketing to deliver the useful information necessary to educate and build trust with their audiences. But they often fail to document what they are trying to achieve, how they will get it done, and what measures will prove success.
Yesterday I presented to more than 600 attendees of the NewsCred #ThinkContent Webinar: "How To Plan And Build A Successful Content Marketing Strategy." I presented:
The key factors for content marketing success
The core components of a content marketing strategy
I answered the main questions of how to build a solid content marketing strategy
I shared my secret that effective content marketing was relatively simple:
"The buyer journey is nothing more than a series of questions that must be answered." ~ IDC
I shared the Content Marketing Institute's more formal definition of content marketing:
“Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.” ~ Content Marketing Institute
And I shared the rallying cry for why we need to change:
"We have to stop interrupting what people are interested in, and be what people are interested in." ~ Craig Davis (former Chief Creative Office - J. Walter Thompson)
Backed by research and our own customer engagements, I covered
The 6 factors to content marketing success:
Document content strategy
Have someone in charge of content
Consistently publish quality content
Map content to buyer journey
Balance Paid, Owned, Earned Media
Track Content Marketing ROI
I provided an example and a template for anyone to develop:
Your Content Marketing Mission Statement
Become a destination for [target audience] interested in [topics]. To help them [customer value].
This will help us [your content marketing goals]
Earn your audience’s attention vs. just buying it
Reach, engage and convert NEW buyers
AmEx Open Forum Example: Help Small Businesses Do More Business. To become the largest source of inbound leads.
I provided spreadsheets to help anyone conduct a content audit and measure their content marketing results:
Content Strategy is Not Content MarketingRich Schwerin
While content strategy and content marketing are two different practices, both are integral for success. In this short deck, prepared for the San Mateo B2B Bloggers Meetup, I outline some of the differences and similarities between content strategy and content marketing, shine a spotlight on mavens Kristina Halvorson and Joe Pulizzi, and recommend next steps.
Presented by Daniel Burstein, Rebecca Strally, and Diana Sindicich of MECLABS.
This content was originally developed for Dr. Goel's Social Media Class (Graduate level) at the University of North Florida. Learn how to use data to leverage your social media presence using a tested methodology and strategy.
Learn more about our strategy services: http://newscred.com/learn-professional-services
This deck outlines the key factors for content marketing success, including:
- The core components of a content marketing strategy
- How to build a solid content marketing strategy
- How to utilize content across the buyer journey
- The content marketing roadmap
- How to conduct a content audit
- How to build your content marketing mission statement
http://www.b2bmarketinginsider.com/content-marketing/content-marketing-that-converts
How Do You Create Content Marketing That Converts?
There’s been a fundamental shift in the way marketers and customers create, consume, and share content. Every day, billions of photos are uploaded, tweets are posted, snapchats are sent, and pieces of content are shared.
As marketers, we need to consider how our customers are consuming content and where, when, and how to engage them.
A content marketing strategy should be designed to engage your audience throughout the buyer’s journey. Producing relevant content for each lifecycle stage and delivering it at the right time and place is crucial to successful content marketing.
What Content Marketing Is All About And Why It MattersBuiltvisible
An introduction to content marketing, with everything you need to get started. Learn how to research your audience, find out what they need, and then execute a campaign to maximise your brand exposure.
These slides and embedded videos help professors teach social media marketing. This week's topic is social media and mobile marketing strategy planning. The Powerpoints take students through the content marketing process along with data and examples.
Similar to The Content Cycle by Fresh Egg - Brighton Digital Marketing Festival 2013 (20)
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
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
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.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
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.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
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.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
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.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
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.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
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.
2. • David Somerville
(@southcoastdavid)
• Head of social media at Fresh Egg
• Work with clients such as
Confused.com, Maplin, Vodafone
Australia, Adecco
• Previously spent over 4 years as
online content manager for Friday
Media Group
About me
7. Low-quality websites were hit, especially ‘content farms’
Then this happened...
Source: saffronweb.com
8. And then this happened…
Source: blog.bringshare.com
Low-quality article marketing and blog spam hit
9. • Everyone went content crazy (especially SEOs!)
• ‘Content marketing’ became the new buzzphrase
• Content moved more away from automation and only written text
• There was an underlying shift in reason WHY content was written
…and the content landscape changed dramatically
13. • A process of helping to plan and implement your content strategy
• Makes you focus on objectives and audiences
• Allows you to report fully on your content production and help
justify ROI
• Five different related stages…
What is the Content Cycle?
15. An ‘investigation’ stage to ensure you have your content
fundamentals in place – guides your content strategy and campaigns
Discovery
16. Audit your current content (and website) and build a SWOT.
• Technical limitations – crawlable, multi-device accessible
• Content structure – layout for UX, editorial standards, internal
linking
• User metrics and conversions – what does the site traffic tell you?
• Resources – who is doing it and who could do it?
• Competitors – what are they doing well and not so well?
Content audit
17. Producing content for the right audience is crucial, so make sure you
know exactly who they are by:
• Using any demographic data you have access to
(Hitwise, Mosaic, CRM data, email lists, social media network
insights, etc.)
• Building personas for different audience groups
• Including their motivations for wanting to view your content
Audience personas
18. Social Crawlytics scans your website (or your competitor’s) to show
the level of social shares it receives
Use this to see the most popular pages and produce more of this
content
Socially popular content – Social Crawlytics
19. An often overlooked and underused resource…
TIP: this does need to be configured first in Google Analytics
Google Analytics Site Search
20. Find experts and influencers from within your company (or industry)
– use them for ideas and their authority…
Experts and Authorship
21. Find any offline content and repurpose it digitally
Repurposing content
Source: displaydevelopments.co.uk
22. Planning & Setup
Use this stage to ensure that your content campaigns are well
thought-out and have purpose
23. It is important to consider what role the content you are writing plays
in each stage of the customer journey…
This backs up your ‘audience’ work in the discovery stage
Content and the customer journey
24. What content channel fits which stage?
Content and the customer journey
Search, social
networks, blogs
, PR
Your
website, blog,
interactive
tools
Ecommerce
process on
site, email
25. Why are you producing this content?
Setting clearly defined OBJECTIVES is vital to the planning and success
of a campaign
How are you going to measure the success of this content?
Each content campaign needs to have measureable KPIs to help with
reporting – these will help show if you have achieved your
OBJECTIVES
Objectives and KPIs
29. The tighter, better and more detailed your brief, the better content
you will produce (or have produced for you)
Briefs
30. Use ‘fag packet
wireframes’ to help guide
designers and content
producers about what
you want to see
These can also guide the
content writer to see how
they content will appear
in the context of the page
Wireframes
31. For each campaign, ensure that everyone knows their responsibilities
Responsibilities
Source: fitfanempire.com
32. The rise of multiple devices means that CONTEXT is key
Different environments
Source: www.mashable.com
40. Influencers vs. brand advocates
Measure Influencer Brand advocates
Consumer trust 18% of people trust
influencers
92% of people trust brand
advocates
Typical profile Blogger, journalist,
pundit/celebrity
Highly satisfied customer
Defined by Size of audience How likely they are to
recommend brand
Motivation Grow their audience Help their friends
Advocacy and loyalty Short term Long lasting
Genuine passion Maybe Yes
Incentives needed Typically yes (money, free
products, etc.)
Typically no
41. Make it easy for people to share and it will spread further
Make it shareable
42. Reporting, Analysis & Insight
This stage is for reporting on what has happened as a result of your
content campaigns
43. A few examples of metrics:
• Links (who is linking to your content)
• Reach (eyeballs)
• Social reach
• Brand mentions and sentiment
• Google Analytics metrics (traffic, time on site, etc.)
• Conversions and assisted conversions
What metrics can you report on?
45. Link metrics – Open Site Explorer, Majestic SEO
Visibility – Searchmetrics, Google Webmaster Tools
Impressions – Google Webmaster tools, tracking pixels
Social reach – Social Crawlytics, Shared Count
Brand or sentiment measurement – Social Mention, Brandwatch
Tools to help measure
46. Use the Google UTM tag and add this to all links you’re using to
promote your content.
• Specify the SOURCE (the place) and the MEDIUM (the method)
• Make sure you keep the CAMPAIGN NAME consistent
• Check the results of the campaign in Google Analytics
Tag your content
47. Refinement
The final stage – feeding back into Planning & Setup or Execution to
help guide future campaigns
48. • What worked? What didn’t?
• Ask users for feedback on content – what do your social media and
onsite comments tell you?
• Did it meet your objectives?
• Combine your metrics with testing and feedback this learning into
the planning and setup stage
Refinement
50. • Content comes in many forms – think beyond just text
(and beyond desktop)
• Focus on your objectives and your audience – why are
you producing the content and for who?
• Discover > Plan > Execute > Report > Refine
• RINSE AND REPEAT!
Key takeaways
Also founder of Brighton Social Media – monthly meet-ups for all digital marketing people
And a way of producing better content in a smarter way is to adopt the Content Cycle as an approach
Some examples of different content types or formats
Authorship is really important and you need to be implementing it on your content:Improves CTRShows authority and expertisePrevents plagiarismFuture-proof against Author Rank
Company brochures, magazines, archived materials, photos, videos
Event – as discussed previously with ‘Trigger Events’, something causes the person to require that content informationAwareness – making a user aware of a product, service etcConsideration – providing further information to help them make a more informed choiceConversion – a direct style of content to make the user do something (buy, sign-up, review etc)Also consider ‘Post-conversion’ in terms of content (i.e follow up email to customers, user guides etc)
Different content may fit different stages – you may not be working on all of this stages at once
Topsy – search for conversationsTweetdeck – create columns for searches and lists of usersTrendsmap – monitor local trends and conversations
Even a basic wireframe will help a designer or content producer see more clearly exactly how you want the content to look
Hannibal – planning and strategy Murdoch – ideas generation (crazy stuff!)BA – producing the goodsFace – content marketing and outreach
You need to consider the context of where the user will be viewing the content and on what device.Content can be produced for a range of different devices and ‘thing’ – mobile, tablet, electronic signage, Google glass, watches
Consider…HOW will users view your contentWHY are they viewing itON WHAT devices will they be using
These will help get your content found better by search and perform better for the user and required actions
Just some ways in which content can be promoted once live. Content promotion will depend on the content, audience and objectives
Who are they? What is the difference?This is also the most liked image on Instagram!
The table shows the differences between an influencer and a brand advocate as identified from research by Zuberance.comBrand advocates also are a great source of UGC!
This is a simple, but fundamental element that often gets neglected.Examples:Buzzfeed.com – prominent sharing near title, plus on each image/sectionConfused.com Royal baby Name Generator (widget)Consider incentivising people to share your content too – add an embedded tweet and run a ‘Tweet to win competition’.
Define these at your planning stageMay differ depending on content type, campaign etcThese metrics should be combineMeasurement may be best to be done over time
What metrics to consider at the different stages of the customer journey?
Make reporting even easier by tagging your content
Example of NVC refinement of Track Talk articles – Interviews with F1 commentators. Feedback from users led us to tweak the interview questions and get more success on them