Do you speak brand?@brilliantnoise
Welcome to Brighton
SEO& brand marketing
SEO is a broad church
Data PR & content(Very) black hat
SEO vs ContentSEO vs SocialSEO vs PRSEO vs UX SEO vs CreativeSEO vs Customer SEO vs Insight
And social likes to play that game too
My time capsulefriend
SEO + Brand(SEO + Content) (SEO + Social) (SEO + PR)(SEO + UX) (SEO + Creative)(SEO + Customer) (SEO + Insight)
IntegratedEarned Media
But I’ll come back to that...
SEO weakened whenUndersoldMis-soldWrong buyersIT & E-commerceNot implemented
A bigger market opportunity
It’s not monopoly
The brand spendmarket correction
The correction starts at 20%
SEO as brand marketing
What do CMOswant?
Deliver value to empowered customersFoster lasting connectionsCapture value, measure results
Source: IBM Global CMO survey
What ever happened tothe database of intentions?
Shows the discoverygap...
SEO isEarned Media
Stock & flow
http://brilliantnoise.com/nokiapaper
Model first published Harvard Business Review
Customer decision journeys
Bond
Advocate
Enjoy
Buy
Evaluate
Mckinsey & Co’s Consumer Decision Journey Model
Consider
IntegrateEarned Media
Gives us some career paths?
Also gives access to some otherbudgets...
Investing inGood contentFresh content Fast content Useful content
That’s why we do things likeStorystream
SEO selling to brand marketing
Speaking theirlanguage
BenefitsCustomersStories Reach Insights
SEO is...distributioncustomer insightpromotionmedia
Have an SEO storyWhat does it do?Why does it matter?How can you buy.
Segment your marketing audience... EdgeEarlyCore
Model first published Harvard Business Review
If in doubt...
Bond
Advocate
Enjoy
Buy
Evaluate
Mckinsey & Co’s Consumer Decision Journey Model
Consider
Download the paper at
htt://brilliantnoise.com/nokiapaper
Ta-dah!