Archive for September, 2015

Why Meaning Will Ultimately Determine Your Brand’s Content Marketing Success

Posted by ronell-smith

In 2009 Fletcher Cleaves was a top high school football prospect ready for the next level, eager to do in college what he’d done in high school: rack up yards as a running back. But before Cleaves could realize his dream of playing at the next level, a texting, distracted driver plowed into the car he was driving, forever changing his life’s trajectory.

Today, Cleaves, paralyzed from the chest down as a result of the accident, serves as a tragic reminder of something as seemingly harmless as texting and driving can alter lives. It’s impossible to watch the video below and not immediately realize three important facts:

  1. Texting and driving is a big deal.
  2. This young man was unfairly robbed of his future.
  3. This big brand nailed the messaging.

Telecommunications brands (and airline companies) enjoy some of the worst customer service ratings on the planet. And to make matters worse, their core messaging via print, radio and online ads is equally atrocious, doing very little … Read the rest

September 30, 2015  Tags: , , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

Cyrus Shepard Keynote: Human Optimized SEO – SLC|SEM Digital Marketing Conference 2015

Cyrus Shepard Keynote: Human Optimized SEO – SLC|SEM Digital Marketing Conference 2015 is a post by SEO expert Andy Eliason. For information about our SEO services or more great SEO tips and tricks, visit the SEO.com blog.

SLC|SEM has been a big part of the digital marketing community in Utah for the last four years or so, and yesterday they hosted the Digital Marketing Conference for 2015, bringing in some industry leaders and insiders for a day of education and networking. We kicked off the conference with Cyrus Shepard, Head of Audience Development at Moz.

Cyrus Shepard Keynote

Cyrus started with a story of his first marketing job: telemarketing. An experience he despised, and one that made SEO seem so liberating because now it was about giving people exactly what they want, when they want it. It wasn’t about cold calling and trying to convince someone that they really wanted a particular item.

But what has happened to SEO over the years?

He started to talk about where it has gone, and what it’s like to work at Moz, and how this has led to the myth of “advanced SEO.”

Everyone, he said, thinks Moz has all the answers and … Read the rest

September 13, 2015  Tags: , , , , , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

David Locke Keynote: Extending the Moment – SLC|SEM Digital Marketing Conference 2015

David Locke Keynote: Extending the Moment – SLC|SEM Digital Marketing Conference 2015 is a post by SEO expert Andy Eliason. For information about our SEO services or more great SEO tips and tricks, visit the SEO.com blog.

The afternoon sessions started off with a keynote from David Locke, the radio voice for the Utah Jazz.

David Locke Keynote

You may note that the words SEO, SEM, digital marketing, or even marketer are not listed in his job title. In fact, the very first thing he said was that he’s not a digital marketer, and, for that matter, this was really his very first “semi-PowerPoint.” So what is he bringing to the table?

Well, he did make KFAN the highest rated sports station in Salt Lake City for men between the ages of 25 to 54. The show peaked in 1998 when it ranked first on both FM and AM radio with adults 25 to 54 in the country.

Now as the radio voice for the Jazz, he has gone beyond his contracted 80 or 90 games a years to work that requires his attention pretty much 24/7/365.

He’s a broadcaster and a communicator, so that’s what we’re going to look … Read the rest

September 10, 2015  Tags: , , , , , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

Duane Forrester Keynote: The Future of Digital Marketing – SLC|SEM Digital Marketing Conference 2015

Duane Forrester Keynote: The Future of Digital Marketing – SLC|SEM Digital Marketing Conference 2015 is a post by SEO expert Andy Eliason. For information about our SEO services or more great SEO tips and tricks, visit the SEO.com blog.

We returned to the main hall for the first of the final two keynotes. Duane Forrester, Senior Product Manager for Bing, started by asking what is at stake over the next 10 to 15 years. The next slide that came up pointed out that 7 trillion dollars was at stake.

Duane Forrester Keynote

And then it took a little while to understand that he was talking about wealth and money in general that marketers will somehow be connected to and businesses will be generating.

I will say right off that this was a fascinating keynote, but it did seem a little disjointed, so this summary may feel the same.

His first advice to us was to know the buyer.

He second bit of advice was to align or fail – which is to say that you need to know what your buyer wants and then provide it or you will quickly be left behind.

Millennials, he said, are the first generation … Read the rest

September 7, 2015  Tags: , , , , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

Lee Odden Keynote: Be the Best Answer – SLC|SEM Digital Marketing Conference 2015

Lee Odden Keynote: Be the Best Answer – SLC|SEM Digital Marketing Conference 2015 is a post by SEO expert Andy Eliason. For information about our SEO services or more great SEO tips and tricks, visit the SEO.com blog.

The final keynote of the day was by the CEO of TopRank marketing, Lee Odden. The title was The Strategic Role of Content, Social & SEO in Integrated Marketing, which really boiled down to “being the best answer” for your customers, wherever they’re asking questions.

Lee Oden Keynote

He said it’s important to know why they search in the first place, and how you can use that knowledge to make a difference.

Why “Integrated Marketing”?

The amount of data available today can make the customer journey overly complex, and right now, Odden said, there’s a big lie about the journey. We think there’s a linear path from awareness to purchase, but it isn’t like that at all. Or at least not all the time.

So if you’re optimizing for straight-line journey, you’re only targeting 20 or 25% of your potential audience.

He also spoke about how things are changing, and how important digital marketing is becoming. CMOs predict that digital will account … Read the rest

September 4, 2015  Tags: , , , , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments



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