IBM Webinar and Content Management

©2013 Third Door Media, Inc.

The Evolution of SEO Managers into Online Marketers

Moderator:

Rand Schulman, Independent Consultant, Digital Executive

Panelists:

Pete Dudchenko, VP Product Management, Rio SEO

James Mathewson, Global Search Strategy Lead, IBM


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Today’s Presenters

Pete Dudchenko, VP Product Management, Rio SEO

Rand Schulman, Independent Consultant, Digital Executive

James Mathewson, Global Search Strategy Lead, IBM


Rand Schulman

Digital Pioneer – Web Analytics – Co founder WAA

Founder of Web-Analytics company, Keylime Software, later acquired by Yahoo

Lead marketing and products at Webtrends & WebSideStory

Published Academic & Strategic Advisor

Speaker Intro


Convergence Marketing & Relevance Bubbles

Social

Search

PPCSEO

Email

Content

Local Print

Mobile


Marketing Is Evolving – Why Now?

CPUCPU CloudCloud SoftwareSoftware BIG DataBIG Data


The New 4Ps of Marketing – Convergence Of People, Platform, Process around a Purpose

Pe

ople

Platform

Process

Pu

rpo

se


People: New Marketing New Roles

ContentEngineer

GrowthHacker

}{


Process: Search/Content Is Now Influenced Cross-Channel


Purpose: A Clear Measureable Purpose Needs to be Established


Platform: And You Need Integrated Applications to Get You There

SEO

SEM

SOCIAL

OFFLINE

COMMERCE

Segmented Marketing

SEO

SEM

SOCIAL

OFFLINE

COMMERCE

New Age Marketing


Pete Dudchenko

VP Product Management, Rio SEO

7+ Years Experience in the SEO and Online Marketing industry

14+ Years in Software Development building enterprise level

products

Involved with Covario/Rio SEO since the company inception

Speaker Intro


From SEO Manager to Online Marketer

SEOManager

OnlineMarketer


Content Inspiration & Keyword Research

Predictive Search across Search & Video


Discover Opportunity In Search, Links & Social Media

Discover Opportunity Across Organic, Social, Video & Links

Built-In “Project-Based” Keyword Categorization

Easily Find Current Content/Page for New Keywords

Integrates with Rio Search Analytics or Easily Export Data

International Search & Language Support

Rio SEO Keyword Discovery Automation


Content Promotion

Social Promotion

Gamification

Local Distribution


James Mathewson

Global Search Strategy Lead, IBM

18 years of digital strategy excellence--connecting web audiences with relevant content

Seven years as EIC and search lead for IBM--consult, educate and enable IBM web development teams to create more relevant, high quality, and findable content; helped increase IBM's lead revenue from organic visitors by over $2B per year

Speaker Intro

Lead author of "Audience, Relevance, and Search: Targeting Web Audiences with Relevant Content" (2010, IBM Press)


Challenges with Content Discovery

8K Core words our target audience cares about according to Google

100s Of pages on IBM for every keyword

1 Targeted page due to Panda’s ‘one page per domain’ rank


Day In The Life @ IBM

Inside-out messaging Generic Messages Content pushed to audience Content Disrupts audience Short-term campaign Third Person Content Press Releases

Before Technology

Outside-In messaging Personal audiences Audience pulled to content Content Intercepts audience Perpetual campaigns First Person Stories Socially Promoted Content

After Technology


Technology Streamlined Our Global Approach

ContentIt’s not just about code

ReportsBuild complementary content

CollaborationContent, Listening, Outreach


Technology’s Influence On Global Marketing

RESEARCH + SOCIAL + WORKFLOW + STRATEGY + 450K USERS

1 Keyword Research Tool


http://digitalmarketingdepot.com [email protected]#DMD

http://www.rioseo.com

NextDMD webcast

NextDMD webcast

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Effective “Big Data” Management = Successful Online MarketingDate: Tuesday- May 14, 2013 1:00PM EDT (10:00AM PDT)

IBM Webinar and Content Management

Technology

Transcript of IBM Webinar and Content Management