The Next Generation of SEO, PR, Social Media, and Content By Travis Wright

#SMX #21c3 @teedubya

Or… The Future of Digital Marketing

The Next Generation of SEO, PR, Social Media & Content


Who is this Travis Wright dude? •  Radio Disc Jockey at Age 13. •  Stand-up comedian since 1995. •  Web developer since 1996. •  Helped Roll out Superpages.com in 1997. •  SEO & “Geo-Targeting” SMB – Fortune 50’s brands since 1998. •  Military Intelligence and Russian Linguist in the US Army. •  Former Global Social Media Strategist – Norton / Symantec •  Chief Marketing Technologist – CCP Global •  Tech Journalist for CMO.com, Tech.co, MarketingLand, & others •  Inc. Magazine Columnist – Tech Tools for Entrepreneurs •  @teedubya & @TheCMTO on Twitter


Who is this Travis Wright dude NOT?


Google Buy Button on SERPS

The Periodic Table of SEO Success Factors – Search Engine Land


Moz SEO Cheat Sheet 3.0 – Moz


WHAT ABOUT OUR GOOGLE RANKINGS, BRO?

#SMX #21c3 @teedubya @JasonMillerCA


Business Relationship Optimization

#SMX #21c3 @teedubya @teedubya http://ccpglobal.com/smx [email protected]

#SMX #21c3 @teedubya @teedubya


Silos and Silos of Data


Enhance Your Marketing Strategy Deliver Better Results Throughout The Customer Journey


•  Ask & Answer the right questions

•  Integrate marketing strategies

•  Optimize your marketing mix

•  Recognize & know your customer

•  Personalize customer journey

•  Show next best offer

•  Create a better user experiences

Data-Driven Marketing Making Smarter & More Impactful Decisions


Analytics and Competition “There are only two sources of competitive advantage:

1. The ability to learn more about our customers faster than the competition 2. The ability to turn that learning into action faster than the competition.”

#SMX #21c3 @teedubya @teedubya #SMSsummit


SOCIAL SHARING = LINK BUILDING 2.0


•  Google +1’s •  Facebook Fanpage or Article Likes •  Facebook shares & comments •  Pinterest Pins •  Twitter followers •  Tweets including your brand or a link to your website •  Slideshare Views •  YouTube Views •  Tumblr Reblogs •  Authority and Influence of your “Bros" sharing your content Resource: Google Ranking Factors 2014 - Searchmetrics

SOCIAL SIGNALS AFFECT RANKINGS


Google Buy Button on SERPS

• Collect rich online data • Make data first party to you • Switch vendors, keep the data


RANKING FACTORS 2014


RANKING FACTORS 2014 vs 2013

Content/ Techniques

Social


SOCIAL SIGNALS

Matt Cutts has repeatedly said that quality content is key to Google rankings, and Bing’s Duane Forrester reminded marketers that “all SEO ranking signals revolve around content of some kind” at SMX Advanced 2011.

Matt Cutts - Google


SOCIAL SIGNALS

Duane Forrester - Bing


CONTENT ELEMENTS RANKING FACTORS

2014


Help us Obiwan Contentobi – You’re our only hope.


CONTENT VS. CONTEXT

@teedubya


Native Adverti$$$ng


REPURPOSE CONTENT.

@teedubya

#SMX #21c3 @teedubya 40

Norton Blogs

Repurposing content in other shareable formats can create great results!

128,851 Views

#SMX #21c3 @teedubya 41

Norton Blogs


OPTIMIZE CONTENT.

@teedubya


Encourage click-thru by embedding a prominent CTA in your content.


Include Relevant Images


Write naturally, with a mix of keywords, key phrases and related acronyms


Write Long Form Content

RANKS


Forrester Calls This Trend….The Age of the Customer

“Your company must become customer obsessed. You need to have a deep knowledge of and engagement with your customers.”


Up Close and Persona http://UpCloseAndPersona.com


Facebook Graph Search opens up many different opportunities, BRO.


Facebook Graph Search allows for Social HR Recruiting


WHAT ABOUT NORTON, BRO?

#SMX #21c3 @teedubya Created with SimplyMeasured, TagCrowd, Wordle and Photoshop


•  Documents (PDFs) •  Audio (Podcasts, audio blog posts) •  Video (i.e., embedded from YouTube or Vimeo, or self-

hosted) •  Content feeds (via other websites, news sources, social

feeds) •  Photos (stock pics, original photography, user generated) •  Social Streams (Facebook, Twitter, LinkedIn, Pinterest) •  User generated content (guest post, conversations,

industry round ups)

Content Creation Ecosystem


GOOGLE & BING Search is more than …

@teedubya


http://www.youtube.com/keyword_tool


SEO Your Video, BRO. 1. Use a suitable video filename 2. Put Your Keywords First 3.  Include Keywords in your Video Voiceover 4. Upload a Transcript file for Video Captions 5. Build an Authoritative YouTube Channel 6. Upload Videos Regularly 7. Respond to Comments on your Videos 8. Create and Use Playlists 9. Encourage Social Signals 10.  Build Backlinks to your Videos


BRANDSCAPING

@teedubya


• Project from CSI Franchise creator Anthony E. Zuiker, looked to do for cybercrime what CSI did for forensics.

•  In partnering with Norton, Zuiker was able to tell his story filled with authentic details from cybercrime’s real experts, Norton.

• And, in partnering with the world’s #1 crime storyteller, Norton would be able to reach new audiences; entertaining and educating them about privacy, loss, and risk.

77


Norton Integration

Character who is a Norton employee

78

Key scenes taking place at the SOC (pictured)

Visual placements of Norton products in “use”

“Presented By Norton” plays before every episode

Worldwide over 31 Million people watched Cybergeddon


Advanced Techniques Required To Optimize For Omni-Channel Personalization & Attribution


U.S. retailers lose nearly $100 billion each year from poorly executed cross-channel marketing efforts. Source: DataMonitor


Tag Management Brings Order to Marketing Chaos

A/B Testing Ad Networks

Affiliate Marketing

Email Marketing

Lead Nurturing Marketing Automation

Voice of Customer

Analytics

Chat

Banner Ads

Personalization

Search Engine Marketing

Visitor Remarketing

Visitor Retargeting

Social Marketing

•  A/B Testing •  Ad Networks

•  Affiliate Marketing

•  Email Marketing •  Lead Nurturing

•  Marketing Automation

•  Analytics •  Banner Ads

•  Chat

•  Personalization •  SEM

•  Social Marketing

•  Visitor Remarketing •  Visitor Retargeting

•  Voice of Customer


Governance playbook is outdated and can't possible prepare teams for every possible scenario

”No time to discuss this as a committee, kid!"


Tag Management Options


Benefits

•  “Siloed” solutions enhance one another

•  Collect, Own and Act on your data everywhere

•  Leverage Best-of-Breed solutions without vendor lock-in

•  Omni-channel profiles

•  Single line of code •  Data onboarding &

syndication •  100% of technologies

supported

ENSIGHTEN DATA LAYER (EDL) Standardize and control data across all 3rd party clouds, platforms and tools

OPEN MARKETING PLATFORM Hybrid Client-Server Technology

<script src=“//nexus.ensighten.com/YourID/Bootstrap.js”></script>

Priv

acy

Pul

se

One

Data Collection & Activation

App

s

Mar

ket

Man

age

Mob

ile

Info

rm

Attr

ibut

ion

Tag Management & Testing

Ensighten @ensighten http://ensighten.com


•  Data is the Lifeblood for Digital Marketing

•  Synchronized Data Definitions •  Standardize and control data

distribution to partners & vendors

•  Better visitor attribution and personalized insights

What is a Data Layer?


Data Chaos à Digital Marketing Agility

Retargeting

Analytics

Before

Optimization Ad Serving Media

Disjointed data collecMon

Optimization Ad Serving

Analytics Retargeting

Data Layer

Media

Centralised data collecMon

ALer


Keyword Campaign ID Promo Code

URL Parameters

Browser Type Operating System Screen Resolution Device Type

User Agent/Browser

Page Name Site Section Page/Content Type

Page DOM/HTML

SKU Product Edition Boxshot Category

Product/SKU

Order price Order quantity Discount Code Total Cart Amount

Cart

Customer ID Purchase history Campaign history

CRM/Offline

Data Layer

Cookies New/Return Visit Number Time on Site Pathing

Offsite/3rd Party Demopgrahics Ad history Social Graph In-Market details

Data Layer: Collect & Unify ALL your Digital Data


Syndicate Rich User Data to Every Tool at a 1:1 Level

Data Layer


Unify Your Data at the Source Or try to get all your vendors on a conference call


Not all data has been yours or was unified

Missing data • Ad impressions • Social interactions • Video consumption

Disjointed owned data • Website analytics • Mobile tracking

• Email data


Improve marketing agility with data ownership

• Collect rich online data • Make data first party to you • Switch vendors, keep the data

#SMX #21c3 @teedubya #SIC2013


AGILE


NOT AGILE


TOOLS AND RESOURCES

@teedubya


NerdyData @nerdydata http://nerdydata.com


BuzzSumo @buzzsumo http://buzzsumo.com


TrackMaven @trackmaven http://trackmaven.com


Get Little Bird @getlittlebird http://www.getlittlebird.com


Socedo @socedoapp http://socedo.com


Right Content + Right Audience + Right Time + Right Channel

= Real-Time Engagement Management

Scribble Live @scribblelive http://www.scribblelive.com


Advocate Engagement Platforms


Open Graph www.ogp.me Percolate www.percolate.com Social Bro www.socialbro.com

HARO www.helpareporter.com Muck Rack www.muckrack.com GroupHigh www.grouphigh.com

Buzzstream www.buzzstream.com 17 Content Templates bit.ly/17templates

Twitter Cards www.dev.twitter.com/cards SimplyMeasured www.simplymeasured.com The Advanced Guide to Content Marketing

bit.ly/advcontent


17 Killer Content Templates: bit.ly/17templates Twitter Chat Master List: http://bit.ly/TwitterChatMaster Feature your Brand on Tumblr: http://brands.tumblr.com Complete Guide to Twitter Cards: dev.twitter.com/docs/cards The Advanced Guide to Content Marketing: bit.ly/advcontent AJ Kohn’s Author Rank Resource: http://bit.ly/rel-author-resource Three Very Handy Content Marketing Tools: http://www.siegemedia.com/tools The Advanced Guide to SEO http://www.quicksprout.com/the-advanced-guide-to-seo/ Neil Patel & Bronson Taylor’s Definitive Guide to Growth Hacking: http://goo.gl/4yqEOj The Definitive Guide to Microsoft Excel for SEOs: http://www.distilled.net/excel-for-seo/ The Complete List of Link Building Tactics http://pointblankseo.com/link-building-strategies The Beginner’s Guide to Conversion Rate Optimization: https://qualaroo.com/beginners-guide-to-cro The Ultimate Guide to the Google AdWords Keyword Planner: http://bit.ly/Adwords-Keyword-Planner Dana Lookadoo’s Structured Social Sharing Formula & Worksheet: http://yseo.us/sssf | http://yseo.us/sssfw Hubspot's Guide to Creating Buyer Personas: http://offers.hubspot.com/free-template-creating-buyer-personas Annie Cushing’s Hundreds of Tools for Marketers: http://www.annielytics.com/hundreds-of-tools-for-marketers The Web Developer’s SEO Cheatsheet 2.0 http://moz.com/blog/the-web-developers-seo-cheat-sheet-2013-edition Paddy Moogan’s Big Ass List of Link Building Resources: http://www.linkbuildingbook.com/link-building-resources.html


Mind Blowing Tools – ccpglobal.com/smx


THANK YOU!

Join us @SMX East NEW YORK CITY

Sept. 29th – Oct. 1st 2015

The Next Generation of SEO, PR, Social Media, and Content By Travis Wright

Marketing

Transcript of The Next Generation of SEO, PR, Social Media, and Content By Travis Wright