#MozCon 2015 - Day One Recap & Coverage

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MozCon 2015 Coverage Day One All of the best quotes, stats, tools, and more!

Transcript of #MozCon 2015 - Day One Recap & Coverage

Page 1: #MozCon 2015 - Day One Recap & Coverage

MozCon 2015 Coverage

Day OneAll of the best quotes, stats, tools, and more!

Page 2: #MozCon 2015 - Day One Recap & Coverage

“Rand

Fishkin

In 2015, survey respondents in the Moz industry survey spent more time on brand strategy, content curation, managing people, PR, and social – but less time on link building.

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Page 3: #MozCon 2015 - Day One Recap & Coverage

“Good marketing makes people make decisions that they’re unconscious of. Every time your brand slips up, it’s a distraction from that.

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Dana DiTomaso

Page 4: #MozCon 2015 - Day One Recap & Coverage

“When you’re writing a brand strategy, start with what the brand isn’t. It’s easier for people to say “that’s not us.”

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Dana DiTomaso

Page 5: #MozCon 2015 - Day One Recap & Coverage

“A lot of companies expect their customers to be loyal to them, but they are not loyal to their customers.

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Dana DiTomaso

Page 6: #MozCon 2015 - Day One Recap & Coverage

“Kristina

Halvorson

Content strategy is about answering not just what, but why, how, when, for whom, by whom, with what, where, how often, and what’s next.

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Page 7: #MozCon 2015 - Day One Recap & Coverage

“Kristina

Halvorson

There are four parts to getting strategy done. 1. Assessment, analysis, and strategy2. Architecture and editorial: content and

structure piece3. Implementation: how do we get it done?4. Maintenance: what do we do next?

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Page 8: #MozCon 2015 - Day One Recap & Coverage

“Kristina

Halvorson

If you want to get buy-in for content strategy, focus on the pain points. Where does it hurt, and where can content strategy deliver a smart solution?

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Page 9: #MozCon 2015 - Day One Recap & Coverage

“79% of marketers are shifting to branded or paid content. NYT paid post was 35% of their shares in the vertical. Users didn’t just read it, they shared it, even though it was an ad. NPR paid post was 55% of their shares in the vertical. No one cares if content is paid or sponsored if it’s good.

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Matthew Brown

Page 10: #MozCon 2015 - Day One Recap & Coverage

“Old Content Promotion: get all the links and shares to the hub.

New Content Promotion: Publish to all the streams that work for your audience.

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Matthew Brown

Page 11: #MozCon 2015 - Day One Recap & Coverage

“Every site and brand could have a different secret sauce. It takes 12-17 months to figure this out. Content programs are not usually something that’s going to work in the first 90 days.

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Matthew Brown

Page 12: #MozCon 2015 - Day One Recap & Coverage

“Duane Brown

Remarketing is a marathon, not a sprint. Keep your daily frequency to 2-3 ads per day to avoid brand fatigue.

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Page 13: #MozCon 2015 - Day One Recap & Coverage

“Easy SEO tip using PPC data: Identify your content gaps - see where paid search is the only entrance path and adjust SEO accordingly for more organic traffic.

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Stephanie Wallace

Page 14: #MozCon 2015 - Day One Recap & Coverage

“Analytics is hard – it’s a bit of a data black hole. We collect a lot of data, it kind of just sits there, and we don’t know what to do with it.

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Adrian Vender

Page 15: #MozCon 2015 - Day One Recap & Coverage

“Just a small handful of things that are easier to track with Google Tag Manager:

• Content scrolling. • Outbound links. • YouTube and Vimeo. • URL Fragments (i.e., AJAX pages)

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Adrian Vender

Page 16: #MozCon 2015 - Day One Recap & Coverage

“MartaTurek

Quick ways to stop wasting time in meetings:• Decline meetings with no clear agenda.• Avoid last minute invites.• Avoid 30-min gaps between meetings.• Block off your own 2-4 hour work invites in

your calendar.

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Page 17: #MozCon 2015 - Day One Recap & Coverage

“MartaTurek

Stay focused to use time more effectively:

• Switch off all pings, popups, & notifications. • Do not check email. It takes 20 minutes to get

back to the level of focus you had after a distraction.

• Time yourself - understand how long work actually takes.

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Page 18: #MozCon 2015 - Day One Recap & Coverage

“MartaTurek

Email is not a storage container. It’s a shipping container. Email is where information goes to die.

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Page 19: #MozCon 2015 - Day One Recap & Coverage

“MartaTurek

Use email more effectively:• Use more detailed subject lines. You’ll see this

reciprocated. • You don’t always need to send an email. Instead, you

want to move your communication to the relevant platform.

• Use a shared Google doc to collaborate on and house agendas. You’ll also keep your meeting notes there.

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Page 20: #MozCon 2015 - Day One Recap & Coverage

“The one-size-fits-all web is dead… and lazy.“Email and remarketing] are proven channels to get people to do what you want them to do, and you need to start personalizing them.

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CaraHarshman

Page 21: #MozCon 2015 - Day One Recap & Coverage

“B2B SaaS? Quick personalization idea:• Give larger potential customers a higher

touch CTA – “Request A Demo”.• Give SMB potential customers a lower-

touch CTA – “Try it Now”

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CaraHarshman

Page 22: #MozCon 2015 - Day One Recap & Coverage

“A framework for web personalization:

• Figure out who to target.• Decide what to show them.• Prioritize your testing efforts.

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CaraHarshman

Page 23: #MozCon 2015 - Day One Recap & Coverage

“Prioritizing your web personalization has 3 components:

1. The potential business impact2. Technical effort to execute3. The requirements to sustain it

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CaraHarshman

Page 24: #MozCon 2015 - Day One Recap & Coverage

“Marty

Weintraub

If your audience is large enough, focus on combining two root behaviors to further segment. For example, people with mortgages from 2000-2008 who are also veterans.

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Page 25: #MozCon 2015 - Day One Recap & Coverage

“Marty

Weintraub

New expectations for the modern marketer: If you spend any time or money on sending traffic to a URL, you need to hand that over to a performance marketer via cookie pool.

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Page 26: #MozCon 2015 - Day One Recap & Coverage

“Marty

Weintraub

Just like brand terms are a brand asset, so are our curated lists of audiences that we’ve built from customer profiles & traffic to our website. We call these owned audience cookie pools.

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Page 27: #MozCon 2015 - Day One Recap & Coverage

“Marty

Weintraub

If you’re going to retarget everyone that comes to your website, why not retarget the ones that are rich and love to buy that shit?

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Page 28: #MozCon 2015 - Day One Recap & Coverage

“Marty

Weintraub

If you’re not willing to segment your creative, you need to ask yourself why you’re bothering with segmentation in the first place.

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