Internet Summit 2014 - Windsor Circle Summary

ISUM14HIGHLIGHTS

• The Power of Content Marketing & Creating More Profitable

Content

• The Sixth Sense of Marketing: How our Primal Brain Rules When &

Why We Click

• Content Marketing Strategies & Implementation

• Advanced Search & SEO Strategies

Agenda

The Power of Content Marketing & Creating

More Profitable Content by Chris Moody, Oracle

● Problem:

○ 88% of CMOs lack an integrated view of the customer

○ 65% of CMOs can't measure ROI for digital marketing in 2014

● Profitable content converts and creates revenue

● In 2008 → 1 trillion indexed pages on Google; 2013 → 30 trillion pages

● How to stand apart?

○ Create customer personas to better understand customer perspective

○ Focus on 3 types of content:

high effort (traditional blog), medium effort (Q&A), low effort (user content)

● 5 ways to come up with relevant content:

○ Entire staff brainstorm answers to questions they hear every day

○ Interview colleagues and partners

○ Host company-wide blogathon

○ Stop trying to hit home runs

○ Turn emails into sources of content

The Sixth Sense of Marketing: How Our Primal Brain

Rules When & Why We Click by Christopher Lester, Emma

● Our brains can comprehend images

60,000 times faster than reading a sentence.

● Our brains love images.

Showing a story is better than telling a story.

● 80% of people are only scanning your email.

● Humans look for faces in everything they see - phenomenon is

called “pareidolia”. Use faces.

● Human brain responds to images of wide, open spaces,

images that imply sex, danger or are of food.

● Single column emails for scrolling on smart phones.

The Sixth Sense of Marketing: How Our Primal Brain

Rules When & Why We Click by Christopher Lester, Emma

● J. Crew email example (cropped):

○ Pastoral / wide open space.

○ Bold, catchy headline.

○ Bold use of color.

○ Single column (mobile-friendly).

○ Woman looking at one of

many calls to action.

○ White space / wide margins

to allow eye to rest.

Content Marketing

● delivering information that makes your customers more informed before they buy

● this is not a 30 day ROI but the long term payoffs can be huge

Benefits: once you’ve built your audience, your ROI goes up - since you no longer have to pay to rent

to the media.

Content Marketing by the numbers:

● 93% of all consumers use search prior to making a purchase

● 86% of searchers conduct non-branded queries

● 90+% of buyers click on organic links vs. the sponsored ads

Content Marketing Strategies & Implementationby Arnie Kuenn, Vertical Measures

8 Steps to Content Marketing

1. Strategy Development - think like a publisher!

2. Ideation - know your keywords,create your editorial calendar:

www.verticalmeasures.com/calendar (free template)

3. Content Creation - make it useful, think of placement on page

4. Optimization - SEO

5. Content Promotion - Advertising vs. Native Advertising

6. Distribution

7. Lead Nurturing - Mobile optimization, etc

8. Measure - metrics to look at


www.verticalmeasures.com/calendar

The odds of hitting a grand slam

1 in 4 at bats = hit (a success)

1 in 36 at bats = home run (a big success)

1 in 1,691 at bats = grand slam (viral success)

In order to play content moneyball, you need to come up with hundreds of ideas so you can create

fresh, useful content on a frequent basis...


Advanced Search & SEO Strategiesby Matt Capala

By the Numbers:

70% of decision makers read online reviews

85% of results in Google are rich media vs. 15% of links

“It takes an entire company to build a solid foundation.”

Best Practices:

• Blog 2-3x per week and share across all social networks at different times of day (mix of thought

leadership, top lists, latest trends)

• Encourage current customers to leave reviews online (target min 20+ reviews )

• Enabling commenting on blog and automate social sharing with every new post

• Targeted landing pages for personas and ppc campaigns based on common retailer

goals/problems (how our solutions meets goals/solves problems)

• Secure microsites related to solution (RecoverDroppedCarts.com and

AutomateEmailMarketing.com $1.99 each available as of 11/17)

• Increase Video, Slideshare


Best Practices Con’t

• Replying and monitoring social media pings (increase engagement with giveaway)

• Podcast thought leadership (accessible in many vehicles )

• Teach something and provide answers (“how do I find my cart abandonment rate?”)

• Toolkits for leads/sales (PDFs w/ bullet points - features, why us, why now, by industry)

• No fear. Pass more external link juice to sites/blogs with higher authority (non-comp)

• Be clear. Group basic solutions and offer packages for SB / startups

• Target audience. Provide entirely different content for SB solutions vs. Enterprise level solutions,

focus on different expectations for industry size

• Utilize sites like Glassdoor.

• What “buzzwords” or “awkward words” vs. “industry terms” are the bulk of potential customers

using during the sales process? Do we align? Ability to use in keyword targeting / ppc?


Internet Summit 2014 - Windsor Circle Summary

Marketing

Transcript of Internet Summit 2014 - Windsor Circle Summary