How Successful Companies Combine SEO & Content for Bigger Wins
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Transcript of How Successful Companies Combine SEO & Content for Bigger Wins
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#SEJThinkTank @chris_hart @CTrappe
Successful Companies Combine SEO & Content For Bigger Wins
Christopher Hart and Christoph Trappe
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• Introductions• Market Opportunity• Use Case Discussions• Q&A
Agenda
Christoph TrappeVP – Content Marketing Strategy
Christopher HartHead of Client Development, US - Search
#SEJThinkTank @chris_hart @CTrappe
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1. Overall Marketing Strategy2. SEO3. Content Strategy/Production4. Social Media5. Other
#SEJThinkTank @chris_hart @CTrappe
Poll 1What best describes your role in your organization’s marketing operation?
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We live in a customer-driven world #customerpower
#SEJThinkTank @chris_hart @CTrappe
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Their journeys change
#SEJThinkTank @chris_hart @CTrappe
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And it’s complicated
#SEJThinkTank @chris_hart @CTrappe
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The evolution of customer-driven communications
Broadcast Media 1980’s
Internet 1.0 1990’s
Mobile & Social
2000’s
Content Experiences
Today
#SEJThinkTank @chris_hart @CTrappe
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Content Experiences fuel the new demands of Marketing
#SEJThinkTank @chris_hart @CTrappe
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The Content Experience Economy
71% of buyers begin their purchase journeys by using a search engine
The average B2B purchase has 5 stakeholders, each with different content needs
#SEJThinkTank @chris_hart @CTrappe
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Competing on Content Experiences
Data driven Strategic Relevant Engaging Omni channel
#SEJThinkTank @chris_hart @CTrappe
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We believe content is the fourth dimension of competition and the key differentiation opportunity
for today’s enterprise.
#SEJThinkTank @chris_hart @CTrappe
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EvaluationConsideration
Trigger Purchase
ADVOCATEADOPTIONTHE
LOYALTY LOOP
EbookMicrosite
White paper
Infographics
Case Study
Presentation
UGC
Social Content
Video
Product Guide Product
Video
Own the Journey
#SEJThinkTank @chris_hart @CTrappe
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Use Case Discussions
Breaking Down Internal SilosBuild and Monetize Audiences
More Effective User EngagementA Better Way to Create Content
#SEJThinkTank @chris_hart @CTrappe
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1. Yes2. No3. Not Applicable
#SEJThinkTank @chris_hart @CTrappe
Poll 2Do your SEO and Content teams currently
collaborate?
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Employee
• Requires them to be motivated• Heavily reliant on tribal knowledge• Systems disjointed
Individual Marketing Channelsand
Content TeamsTalent
=Brand
• Challenge to keep all content updated• Incomplete data• Long ramp times
Breaking Down Internal SilosShorten ramp times – increase efficiencies
#SEJThinkTank @chris_hart @CTrappe
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Breaking Down Internal SilosShorten ramp times – increase efficiencies
Talent
Individual Marketing Channelsand
Content Team
Employee
• Personalized content tailored to role• Easy to consume & relevant• Updated real time
Brand
• Applies across multiple disciplines i.e. sales, product marketing, HR, engineering etc.
• Increase revenues• Puts employees on rapid path to success• Increased productivity and employee’s speed to value
X
#SEJThinkTank @chris_hart @CTrappe
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ContentTeam
Spreadsheet
Internal
Agency/Freelance
Distribution
Audience• Disconnected messaging leads to confusion• Content doesn’t speak to “me”• No way to truly engage
Brand• Content creation happening in silos• Lack of transparency across teams• Wasted resources, budget
Building and Monetizing Audiences Through ContentData-driven strategy, integrated channels
#SEJThinkTank @chris_hart @CTrappe
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ContentTeam
Audience
• Consumes content that adds value• Multiple opportunities to engage• Builds relationship with brand
Brand
• Data informs strategy, validates content ideas• Strategic content creation• Integrated channels serve business objectives
DataInsights
Brief
Strategy & Workflow
Content Creation
InterestLeads
$ OpportunitiesPerformance
Insight
Talent
Building and Monetizing Audiences Through ContentData-driven strategy, integrated channels
#SEJThinkTank @chris_hart @CTrappe
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More Effective User EngagementImplementing strategy and experiences
Sales
Demand Gen
Events Team
Marketing
Execs
Spreadsheet
Agencies
Freelance
Agencies
Freelance
Agencies
The Event
In personAudience
Audience
• Limited opportunity to engage with content, brand• Social experience is out of context
Brand
• Lack of central strategy leaves key stakeholders out of the loop• Audience, customer reach is limited to in person attendees
Social
?
#SEJThinkTank @chris_hart @CTrappe
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Audience
• Attendees are able to interact, in person and virtually• Consistent content experiences, across all channels
Brand
• Key stakeholders are central to success of event• Central strategy drives consistent content and messaging• Maximized audience reach and engagement
DataInsights
Demand Gen
Events Team
Sales
Marketing
Execs
Strategy & Workflow
Brief
Content Creation
Talent
The Event
Interactive / Live Experience
In personAudience
Social
More Effective User EngagementImplementing strategy and experiences
#SEJThinkTank @chris_hart @CTrappe
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A Better Way To Create ContentSoftware & Talent to maximize the creative process
Agencies & Freelancers
Agencies & Freelancers• Numerous people & process hurdles• People overhead + additional cycles = $$$
Content Experience Platform• Strategic creative brief + collaborative
platform to streamline process• Spend $ on experienced, specialized talent
Internal Content Team
Content Experience Platform
Creative Development & Production
Creative Development & Production
Creative Development & Production
Internal Content Team• Content strategy often overlooked• Internal distractions lead to long project timeframes
#SEJThinkTank @chris_hart @CTrappe
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1. Yes2. No
#SEJThinkTank @chris_hart @CTrappe
Poll 3Are you interested in learning about the tools we use to help brands and agencies with SEO and
content?
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#SEJThinkTank @chris_hart @CTrappe
Image SourcesSlide 3. https://www.pexels.com/photo/aerial-photography-of-city-during-daytime-529621 Slide 5. https://www.bigstockphoto.com/image-4266226/stock-photo-online-shopping Slide 6. https://www.pexels.com/photo/aerial-photography-of-concrete-bridge-681347 Slide 7. https://www.pexels.com/photo/folded-newspapers-158651 Slide 8. http://sourcethestation.com/wp-content/uploads/2016/01/iu-2.jpeg Slide 9. https://i.ytimg.com/vi/qj-BLx922OI/maxresdefault.jpg Slide 10. https://www.bigstockphoto.com/image-193006684/stock-photo-paris%2C-france-january-27%2C-2017-%3A-man-using-a-laptop-and-performing-a-search-on-the-search-engine-g https://www.bigstockphoto.com/image-167335241/stock-photo-professional-group-of-millenials-in-conference Slide 11. https://www.bigstockphoto.com/image-163654553/ Slide 12. https://www.bigstockphoto.com/image-202801870/stock-photo-polar-star-%28pole-star%29-and-north-celestial-pole