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MozCon 2015 Coverage Day One All of the best quotes, stats, tools, and more! презентация
Содержание
- 1. MozCon 2015 Coverage Day One All of the best quotes, stats, tools, and more!
- 2. “ Rand Fishkin In 2015, survey
- 3. “ Good marketing makes people make
- 4. “ When you’re writing a brand
- 5. “ A lot of companies expect
- 6. “ Kristina Halvorson Content strategy is
- 7. “ Kristina Halvorson There are four
- 8. “ Kristina Halvorson If you want
- 9. “ 79% of marketers are shifting
- 10. “ Old Content Promotion: get all
- 11. “ Every site and brand could
- 12. “ Duane Brown Remarketing is
- 13. “ Easy SEO tip using PPC
- 14. “ Analytics is hard – it’s
- 15. “ Just a small handful of
- 16. “ Marta Turek Quick ways to
- 17. “ Marta Turek Stay focused to
- 18. “ Marta Turek Email is not
- 19. “ Marta Turek Use email more
- 20. “ The one-size-fits-all web is dead…
- 21. “ B2B SaaS? Quick personalization idea:
- 22. “ A framework for web personalization:
- 23. “ Prioritizing your web personalization has
- 24. “ Marty Weintraub If your audience
- 25. “ Marty Weintraub New expectations for
- 26. “ Marty Weintraub Just like brand
- 27. “ Marty Weintraub If you’re going
- 28. “ Marty Weintraub If you’re not
“ 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
Слайд 2“
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.
full coverage at
hmny.co/mozcon15
Слайд 3“
Good marketing makes people make decisions that they’re unconscious of. Every
time your brand slips up, it’s a distraction from that.
full coverage at
hmny.co/mozcon15
Dana DiTomaso
Слайд 4“
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.”
full coverage at
hmny.co/mozcon15
Dana DiTomaso
Слайд 5“
A lot of companies expect their customers to be loyal to
them, but they are not loyal to their customers.
full coverage at
hmny.co/mozcon15
Dana DiTomaso
Слайд 6“
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.
full coverage at
hmny.co/mozcon15
Слайд 7“
Kristina Halvorson
There are four parts to getting strategy done.
Assessment, analysis,
and strategy
Architecture and editorial: content and structure piece
Implementation: how do we get it done?
Maintenance: what do we do next?
Architecture and editorial: content and structure piece
Implementation: how do we get it done?
Maintenance: what do we do next?
full coverage at
hmny.co/mozcon15
Слайд 8“
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?
full coverage at
hmny.co/mozcon15
Слайд 9“
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.
full coverage at
hmny.co/mozcon15
Matthew Brown
Слайд 10“
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.
New Content Promotion: Publish to all the streams that work for your audience.
full coverage at
hmny.co/mozcon15
Matthew Brown
Слайд 11“
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.
full coverage at
hmny.co/mozcon15
Matthew Brown
Слайд 12“
Duane
Brown
Remarketing is a marathon, not a sprint. Keep your daily
frequency to 2-3 ads per day to avoid brand fatigue.
full coverage at
hmny.co/mozcon15
Слайд 13“
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.
full coverage at
hmny.co/mozcon15
Stephanie Wallace
Слайд 14“
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.
full coverage at
hmny.co/mozcon15
Adrian Vender
Слайд 15“
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)
Content scrolling.
Outbound links.
YouTube and Vimeo.
URL Fragments (i.e., AJAX pages)
full coverage at
hmny.co/mozcon15
Adrian Vender
Слайд 16“
Marta
Turek
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.
Avoid last minute invites.
Avoid 30-min gaps between meetings.
Block off your own 2-4 hour work invites in your calendar.
full coverage at
hmny.co/mozcon15
Слайд 17“
Marta
Turek
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.
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.
full coverage at
hmny.co/mozcon15
Слайд 18“
Marta
Turek
Email is not a storage container. It’s a shipping container. Email
is where information goes to die.
full coverage at
hmny.co/mozcon15
Слайд 19“
Marta
Turek
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.
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.
full coverage at
hmny.co/mozcon15
Слайд 20“
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.
full coverage at
hmny.co/mozcon15
Cara
Harshman
Слайд 21“
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”
Give SMB potential customers a lower-touch CTA – “Try it Now”
full coverage at
hmny.co/mozcon15
Cara
Harshman
Слайд 22“
A framework for web personalization:
Figure out who to target.
Decide what to
show them.
Prioritize your testing efforts.
Prioritize your testing efforts.
full coverage at
hmny.co/mozcon15
Cara
Harshman
Слайд 23“
Prioritizing your web personalization has 3 components:
The potential business impact
Technical effort
to execute
The requirements to sustain it
The requirements to sustain it
full coverage at
hmny.co/mozcon15
Cara
Harshman
Слайд 24“
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.
full coverage at
hmny.co/mozcon15
Слайд 25“
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.
full coverage at
hmny.co/mozcon15
Слайд 26“
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.
full coverage at
hmny.co/mozcon15
Слайд 27“
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?
full coverage at
hmny.co/mozcon15
Слайд 28“
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.
full coverage at
hmny.co/mozcon15
