MarTech is a hot area and one that SMBs are struggling to keep up with. This is supposed to be the decade of the CMO, yet most CMOs of companies of all sizes struggle with implementing tech in their marketing strategy. This keynote helps marketers understand how to look at MarTech, learn the foundations of the "Marketing Technology Stack", what to focus on and how to choose what they need.
Learn the top tools, strategies and tactics for finding the right content, creating the right content and amplifying that content to the right people, at the right place, at the right time.
Travis Wright - Data Driven Marketing Technologies, Tools & Tactics in the Age of the Evolving Marketer
1. Marketing Technologies, Tools, and Tactics
in the Age of the Evolving Marketer
Travis Wright | Chief Marketing Technology Officer | CCP Global | @teedubya
February 5th, 2016
2. Who is this Travis Wright dude?
@teedubya
• Radio Disc Jockey at Age 13.
• Stand-up comedian since 1995.
• Web developer since 1996.
• SEO & “Geo-Targeting” SMB – Fortune 50’s brands since 1998.
• Military Intelligence and Russian Linguist in the US Army.
• Former Global Social Media Strategist – Norton / Symantec
• Chief Marketing Technologist – CCP Global
• Tech Journalist for CMO.com, MarketingLand, Business.com & others
• Inc. Magazine Columnist – Tech Tools for Entrepreneurs
• Hosting Venture Beat’s MarTech podcast launching in Q1.
• @teedubya on Twitter
#DMS2015
3. Who is this Travis Wright dude NOT?
@teedubyaccpglobal.com/smssfbccpglobal.com/smssfb @teedubya
8. • Ask & Answer the right questions
• Integrate marketing strategies
• Optimize your marketing mix
• Know your audience
• Recognize your customer
• Personalize customer journey
• Create a better user experiences
Data-Driven Marketing
Making Smarter & More Impactful Decisions
@teedubyaccpglobal.com/rockit
22. What are Marketing Clouds?
• Typically non-integrated solutions:
• Many ‘best of breed’ solutions sit
outside of existing marketing clouds
• Well defined data layer allows
companies to ‘build your own
marketing cloud’
@teedubya#GrowthBeat
38. • Data is the Lifeblood for Digital
Marketing
• Synchronized Data Definitions
• Standardize and control data
distribution to partners & vendors
• Better visitor attribution and
personalized insights
What is a Data Layer?
39. Look at your assets as Layers, Dimensions & Decisions
57. Keyword research is foundation to content
Most people don’t do enough good quality keyword research.
@teedubyaccpglobal.com/rockit
Distilled University https://www.distilled.net/u/keyword-research/
58. Keyword Research
Tool name Tool link
Google Keyword Planner http://goo.gl/YfmvKd
Ubersuggest http://goo.gl/GVcJ8v
Google Trends http://goo.gl/s2l3Bj
Google Correlate http://goo.gl/ZEYoeM
Merge Words http://goo.gl/Ln2rrt
Word Tracker http://goo.gl/9X6Bqe
KeywordTool.io http://goo.gl/7V7TBo
Moz Keyword Research Tool http://goo.gl/5AeCgc
Distilled University http://goo.gl/ATQBFy
@teedubyaccpglobal.com/rockit
88. @teedubya
#1 The Simple Nudge
Hi Ann!
Big fan and long time follower. We made this
thing that we think you’d like:
http://me.com/thing
Let us know if you have any suggestions or
Input!
Thanks!
Me
91. @teedubya
#2 The Inclusion / Mention
@MarketingProfs, your research
on B2C Content Trends and
Research inspired us to make this:
http://me.com/thing
92. @teedubya
When content is inspired by or inclusive
of a person/brand/place, let them know
Professional, respectful, well-thought-out
Pieces that advance conversations can
Work even if they disagree w/ the target
97. @teedubya
#4 The Network Effect
These 4 Accounts tend to share things
That major influencers later pick up:
@SuchandSuch @thatoneguy
@soandso @thatgirl
110. @teedubya
Open Graph www.ogp.me
Percolate www.percolate.com
Social Bro www.socialbro.com
HARO www.helpareporter.com
Muck Rack www.muckrack.com
GroupHigh www.grouphigh.com
Buzzstream www.buzzstream.com
17 Content Templates bit.ly/17templates
Twitter Cards www.dev.twitter.com/cards
SimplyMeasured www.simplymeasured.com
The Advanced Guide to Content Marketing
bit.ly/advcontent
111. @teedubya
17 Killer Content Templates: bit.ly/17templates
Twitter Chat Master List: http://bit.ly/TwitterChatMaster
Feature your Brand on Tumblr: http://brands.tumblr.com
Complete Guide to Twitter Cards: dev.twitter.com/docs/cards
The Advanced Guide to Content Marketing: bit.ly/advcontent
AJ Kohn’s Author Rank Resource: http://bit.ly/rel-author-resource
Three Very Handy Content Marketing Tools: http://www.siegemedia.com/tools
The Advanced Guide to SEO http://www.quicksprout.com/the-advanced-guide-to-seo/
Neil Patel & Bronson Taylor’s Definitive Guide to Growth Hacking: http://goo.gl/4yqEOj
The Definitive Guide to Microsoft Excel for SEOs: http://www.distilled.net/excel-for-seo/
The Complete List of Link Building Tactics http://pointblankseo.com/link-building-strategies
The Beginner’s Guide to Conversion Rate Optimization: https://qualaroo.com/beginners-guide-to-cro
The Ultimate Guide to the Google AdWords Keyword Planner: http://bit.ly/Adwords-Keyword-Planner
Dana Lookadoo’s Structured Social Sharing Formula & Worksheet: http://yseo.us/sssf | http://yseo.us/sssfw
Hubspot's Guide to Creating Buyer Personas: http://offers.hubspot.com/free-template-creating-buyer-personas
Annie Cushing’s Hundreds of Tools for Marketers: http://www.annielytics.com/hundreds-of-tools-for-marketers
The Web Developer’s SEO Cheatsheet 2.0 http://moz.com/blog/the-web-developers-seo-cheat-sheet-2013-edition
Paddy Moogan’s Big Ass List of Link Building Resources: http://www.linkbuildingbook.com/link-building-resources.html
113. @teedubya 113
#SIC2013@ te e d u b ya h tt p : / /c c p g l o b a l . c o m / ro c k i t t w @ c c p g l o b a l . c o m
114. @ te e d u b ya htt p : / /c c p g l o b a l . c o m / ro c k i t t w @ c c p g l o b a l . c o m
Editor's Notes
No one is exited when a machine is selling them - corporate sales reads like legislation - use automation for what machines do best and lead with human vision, passion, art, Shakespeare wasn’t invented by a machine
Build in all detailed targeting potentials so the technical setup so that doesn't get in the way and allows for creativity, This requires flexibility on both sides of the coin, technical and strategic
Not reinventing the wheel with every test, Not constantly re-implementing with every test
Algorithm reviews have less weight than a social review
Hunting customers with Targeting vs Farming customers by cultivating relationships
Tealium brings order to the chaos by removing the need to manage all tags individually , and allowing you to deploy a single tag on your site which can in turn help you manage all your digital marketing solutions deployments.
So, for definition’s sake… Agile… able to move quickly and easily… nimble, flexible, acrobatic, fleet footed.
Planning your content is just as important as writing and editing your content. If it’s not well-planned then you won’t be able to place it well and it has zero chance of going viral. If it’s meant to be evergreen, it’ll never be in thought leadership territory and it’s basically not competitive. Why write something that nobody wants to read?
Planning your content is just as important as writing and editing your content. If it’s not well-planned then you won’t be able to place it well and it has zero chance of going viral. If it’s meant to be evergreen, it’ll never be in thought leadership territory and it’s basically not competitive. Why write something that nobody wants to read?
Creating a content opportunity report (COR), because it is time to get serious.
Stop talking about Editorial Calendars before accessing the monthly, quarterly, and yearly known opportunity.
Let’s do an EPIC Content Audit - do they have any viral or useful content that will draw sticky visits, social shares, and backlinks that isn't over the top promotional? If the boss is there, he is hearing that this is important. If the in-house is there, he is glad to hear someone reinforcing the need.
Days of the Year – where you go to investigate odd holidays and content opportunities.
Holiday Insights – Another site for finding absurd or abnormal holidays. (Today is Absurdity Day)
GatherContent – Get content from your clients. (Freemium, $49+/mo)
DIVVY HQ – (starting at $25/user/mo)
CoSchedule – Editorial calendar and scheduling. Watch settings. ($10/mo)
ScribbleLivet – Editorial calendar, publishing to social. (starting at $2k/mo)
Edit Flow – Calendar plugin for WordPress – (Free)
Content Opportunity Report - http://bit.ly/1wG5xuj
Editorial Calendar Plugin for WordPress – (Free)
Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.
Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.
Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.
Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.
Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.
Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.
Gather offsite audience data as first party to you. Unify online data into individual user profiles for effective privacy management and data activation. Keep the data yours even when switching marketing vendors. Build your own first party cookie pool to analyze and activate at any time.