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BETWEEN UX, SEO, AND CONTENT
FOR BIG MARKETING WINS
Bridging Silos
DIGITAL SUMMIT ATLANTA 2017 - @REBEKAHCANCINO
Tens of thousands of ideashttp://www.fastcompany.com/3027135/lessons-learned/inside-the-pixar-braintrust
“I realized the most exciting thing I had ever
done was to help create the unique
environment that allowed that film to be...
We expect so much of our
lives to be online
2001 called, it wants its workflow back
http://cdn.softlayer.com/innerlayer/IBM370.png
And yet here we are...
Still disconnected
The value of effective collaboration
Create alignment
Remove politics
Reduce rework
Boost morale
Create alignment = delive...
Latching on to someone else’s process or
finding the next shiny tool that will save
the day.
It’s not about...
@REBEKAHCAN...
How can we set the stage for
our own magic?
Open by design
SIT DOWN.
BE HUMBLE.
“Humility is a critical strength for leaders and
organizations possessing it, and a dangerous
weakness for those lacking i...
http://rlv.zcache.com/neon_open_sign_framed_in_a_heart_shape_in_a_wind_postcard-
r921910cb3db84ba9992f161fd2a5b51c_vgbaq_8...
FAUCET FUNNEL
Suspend judgment
Go for quantity
YES, and…
Embrace the unusual
Let go of ego
Accentuate the positive
Think s...
Ask questions, create opportunity
Host office hours or “clinics”
3 easy ways to practice
1) Include someone you normally wouldn’t
2) Suspend judgment
3) Let go a little, try hosting “offi...
JUST JUMP IN.
“Content doesn’t belong to content. Design
doesn’t belong to design. Code doesn’t
belong to dev.”
- Nicole Fenton
Just jumping in helps you
add value where it counts
This is Chris@CHRIS_CORAK
IDEA
METRICS
PEOPLE
GOALS
BUSINESS
CASE
METRICS
PEOPLE
GOALS
Approach value and benefits
Supporting facts and data
Players involved and their role
Business goals ...
“Active intent is the intent that is explicitly
described by the query syntax…You MUST satisfy
active intent immediately.”...
“Passive intent is the intent that is implicitly
described.”
@ajkohn
Passive Intent
Moz Keyword Explorer
http://answertheclient.com/assets/atp-dark-inline-9dc08e1790f7273b9aee6bcfa16580e9dda179dbea01081599f...
Helps us understand from
where and on what device
Categorize into semantically related topics
Content for special circumstances
(Meta Mapping by @chris_corak)
Volume by phase in the journey
Satisfying passive intent in content
-28% decrease in bounce rates
+ 156% increase in people asking for a quote
trust
Building a business case for
collaboration builds and
uncovers hidden .potential
@REBEKAHCANCINO
3 easy ways to practice
1) Ask a teammate about their work
2) Build a business case
3) Diversify your education
@REBEKAHCA...
EXPERTLY
EXERCISE EMPATHY.
BUSINESS
GOALS
CUSTOMER
NEEDS
Find balance
THINKING
DOINGFEELING
Start with context @danieleizans
Talk to real users, find ways to
better fit into their lives
USER + NEED + INSIGHT
An anxious mother
sending a grad gift
To feel
good about
her gift
choice
Once she sends the
berries ...
Formulate a problem
statement, together
We believe that ___________ has ________________
and that ______________may solve this problem by
____________________ and...
@AURASELTZER
This is Aura
INTERNAL
NEEDS
BUSINESS
GOALS
CUSTOMER
NEEDS
Core model together
3 easy ways to practice
1) Try empathy mapping
2) Think “with” not “for”
3) Build a core model together
@REBEKAHCANCINO
DESIGN MEETINGS
DIFFERENTLY.
Hey, Joe!
@WORKJOESTEWART
MAKE SURE
INVITED WHEN AND
WHERE IT MATTERS MOST.
everyone’s
ALL THE DIFFERENT PEOPLE
WHO UNDERSTAND ALL THE
DIFFERENT PARTS OF
WHAT’S GOING TO MAKE A
PROJECT SUCCESSFUL
DESIGN AND DEVS
UX PEEPS
CONTENT STRATEGISTS
STAKEHOLDERS (USERS, TOO)
PRODUCT MANAGERS
CREATIVE DIRECTORS
and more!
“Part of why we’re actually able to undertake such
a big process so successfully is that we didn’t have
a wall that we tos...
Work together. From anywhere.
Visualize decisions
1) Get executives involved
2) Team up
3) Design a meeting differently
3 ways to encourage...
@REBEKAHCANCINO
And so...
JUST TO WRAP THINGS UP
COLLABORATION AND
CO-DEIGN ARE
TO BUILDING THE
INTERCONNECTED
EXPERIENCES OF THE future.
essential
@REBEKAHCANCINO
1) BE HUMBLE
2) JUST JUMP IN
3) EXPERTLY EXERCISE EMPATHY
4) DESIGN MEETINGS DIFFERENTLY
Ways to champion openness
@REBEKA...
Let’s do this
onwardand.co
@REBEKAHCANCINO
Thanks, y’all!
Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017
Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017
Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017
Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017
Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017
Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017
Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017
Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017
Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017
Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017
Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017
Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017
Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017
Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017
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Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017 Slide 1 Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017 Slide 2 Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017 Slide 3 Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017 Slide 4 Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017 Slide 5 Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017 Slide 6 Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017 Slide 7 Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017 Slide 8 Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017 Slide 9 Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017 Slide 10 Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017 Slide 11 Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017 Slide 12 Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017 Slide 13 Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017 Slide 14 Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017 Slide 15 Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017 Slide 16 Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017 Slide 17 Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017 Slide 18 Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017 Slide 19 Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017 Slide 20 Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017 Slide 21 Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017 Slide 22 Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017 Slide 23 Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017 Slide 24 Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017 Slide 25 Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017 Slide 26 Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017 Slide 27 Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017 Slide 28 Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017 Slide 29 Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017 Slide 30 Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017 Slide 31 Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017 Slide 32 Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017 Slide 33 Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017 Slide 34 Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017 Slide 35 Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017 Slide 36 Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017 Slide 37 Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017 Slide 38 Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017 Slide 39 Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017 Slide 40 Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017 Slide 41 Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017 Slide 42 Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017 Slide 43 Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017 Slide 44 Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017 Slide 45 Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017 Slide 46 Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017 Slide 47 Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017 Slide 48 Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017 Slide 49 Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017 Slide 50 Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017 Slide 51 Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017 Slide 52 Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017 Slide 53 Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017 Slide 54 Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017 Slide 55 Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017 Slide 56 Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017 Slide 57 Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017 Slide 58 Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017 Slide 59 Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017 Slide 60 Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017 Slide 61 Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017 Slide 62 Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017 Slide 63 Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017 Slide 64 Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017 Slide 65 Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017 Slide 66 Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017 Slide 67 Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017 Slide 68 Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017 Slide 69 Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017 Slide 70 Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017 Slide 71 Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017 Slide 72 Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017 Slide 73
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Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017

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Brilliant marketing results aren’t created in a vacuum. Rebekah will show you how to bridge the gap between SEO, content, and UX with an effective framework your team can use to deliver radically relevant digital experiences when and where it matters most.

During this session you’ll learn how to:
- Leverage keyword data to unite your UX, SEO, and content efforts
- Avoid classic marketing mistakes that stem from fractured strategies and disconnected teams
- Holistically optimize your digital presence across the web with practical, real-world approaches

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Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | Digital Summit Atlanta 2017

  1. 1. BETWEEN UX, SEO, AND CONTENT FOR BIG MARKETING WINS Bridging Silos DIGITAL SUMMIT ATLANTA 2017 - @REBEKAHCANCINO
  2. 2. Tens of thousands of ideashttp://www.fastcompany.com/3027135/lessons-learned/inside-the-pixar-braintrust
  3. 3. “I realized the most exciting thing I had ever done was to help create the unique environment that allowed that film to be made.” - Ed Catmull, Pixar Co-Founder & CEO
  4. 4. We expect so much of our lives to be online
  5. 5. 2001 called, it wants its workflow back
  6. 6. http://cdn.softlayer.com/innerlayer/IBM370.png And yet here we are...
  7. 7. Still disconnected
  8. 8. The value of effective collaboration Create alignment Remove politics Reduce rework Boost morale Create alignment = deliver better outcomes Gain buy-in = launch faster Reduce rework = decrease costs Boost morale = increase productivity @REBEKAHCANCINO
  9. 9. Latching on to someone else’s process or finding the next shiny tool that will save the day. It’s not about... @REBEKAHCANCINO
  10. 10. How can we set the stage for our own magic?
  11. 11. Open by design
  12. 12. SIT DOWN. BE HUMBLE.
  13. 13. “Humility is a critical strength for leaders and organizations possessing it, and a dangerous weakness for those lacking it.” - Dusya Vera Ph.D., Strategic Virtues: Humility as a Source of Competitive Advantage
  14. 14. http://rlv.zcache.com/neon_open_sign_framed_in_a_heart_shape_in_a_wind_postcard- r921910cb3db84ba9992f161fd2a5b51c_vgbaq_8byvr_1024.jpg Being open to the ideas of others lets others know we’re down to collaborate
  15. 15. FAUCET FUNNEL Suspend judgment Go for quantity YES, and… Embrace the unusual Let go of ego Accentuate the positive Think strategically Align to goals/objectives Check for feasibility Avoid default decisions First faucet, then funnel Via the Idea Farm
  16. 16. Ask questions, create opportunity
  17. 17. Host office hours or “clinics”
  18. 18. 3 easy ways to practice 1) Include someone you normally wouldn’t 2) Suspend judgment 3) Let go a little, try hosting “office hours”
  19. 19. JUST JUMP IN.
  20. 20. “Content doesn’t belong to content. Design doesn’t belong to design. Code doesn’t belong to dev.” - Nicole Fenton
  21. 21. Just jumping in helps you add value where it counts
  22. 22. This is Chris@CHRIS_CORAK
  23. 23. IDEA METRICS PEOPLE GOALS BUSINESS CASE
  24. 24. METRICS PEOPLE GOALS Approach value and benefits Supporting facts and data Players involved and their role Business goals and user needs met Building your business case IDEA
  25. 25. “Active intent is the intent that is explicitly described by the query syntax…You MUST satisfy active intent immediately.” @ajkohn Active Intent
  26. 26. “Passive intent is the intent that is implicitly described.” @ajkohn Passive Intent
  27. 27. Moz Keyword Explorer http://answertheclient.com/assets/atp-dark-inline-9dc08e1790f7273b9aee6bcfa16580e9dda179dbea01081599f7d9a04f9ab112.png
  28. 28. Helps us understand from where and on what device Categorize into semantically related topics
  29. 29. Content for special circumstances
  30. 30. (Meta Mapping by @chris_corak) Volume by phase in the journey
  31. 31. Satisfying passive intent in content
  32. 32. -28% decrease in bounce rates + 156% increase in people asking for a quote
  33. 33. trust Building a business case for collaboration builds and uncovers hidden .potential @REBEKAHCANCINO
  34. 34. 3 easy ways to practice 1) Ask a teammate about their work 2) Build a business case 3) Diversify your education @REBEKAHCANCINO
  35. 35. EXPERTLY EXERCISE EMPATHY.
  36. 36. BUSINESS GOALS CUSTOMER NEEDS Find balance
  37. 37. THINKING DOINGFEELING Start with context @danieleizans
  38. 38. Talk to real users, find ways to better fit into their lives
  39. 39. USER + NEED + INSIGHT An anxious mother sending a grad gift To feel good about her gift choice Once she sends the berries she worries about if her niece will be there to receive it, will they spoil? Uncover insight
  40. 40. Formulate a problem statement, together
  41. 41. We believe that ___________ has ________________ and that ______________may solve this problem by ____________________ and _____________________. We will know we have succeeded when ___________________and/or ____________________ reaches ___________________. (USER) (PROBLEM) (THIS SOLUTION) (THIS ASPECT) (THAT ASPECT) (QUANTATIVE MEASURE)(QUALITATIVE MEASURE) (THIS LEVEL)
  42. 42. @AURASELTZER This is Aura
  43. 43. INTERNAL NEEDS BUSINESS GOALS CUSTOMER NEEDS
  44. 44. Core model together
  45. 45. 3 easy ways to practice 1) Try empathy mapping 2) Think “with” not “for” 3) Build a core model together @REBEKAHCANCINO
  46. 46. DESIGN MEETINGS DIFFERENTLY.
  47. 47. Hey, Joe! @WORKJOESTEWART
  48. 48. MAKE SURE INVITED WHEN AND WHERE IT MATTERS MOST. everyone’s
  49. 49. ALL THE DIFFERENT PEOPLE WHO UNDERSTAND ALL THE DIFFERENT PARTS OF WHAT’S GOING TO MAKE A PROJECT SUCCESSFUL
  50. 50. DESIGN AND DEVS UX PEEPS CONTENT STRATEGISTS STAKEHOLDERS (USERS, TOO) PRODUCT MANAGERS CREATIVE DIRECTORS and more!
  51. 51. “Part of why we’re actually able to undertake such a big process so successfully is that we didn’t have a wall that we tossed things back and forth over. It was really very tight feedback loops. Very collaborative.” - Dean Cookson, VP CIO Virgin America
  52. 52. Work together. From anywhere.
  53. 53. Visualize decisions
  54. 54. 1) Get executives involved 2) Team up 3) Design a meeting differently 3 ways to encourage... @REBEKAHCANCINO
  55. 55. And so... JUST TO WRAP THINGS UP
  56. 56. COLLABORATION AND CO-DEIGN ARE TO BUILDING THE INTERCONNECTED EXPERIENCES OF THE future. essential @REBEKAHCANCINO
  57. 57. 1) BE HUMBLE 2) JUST JUMP IN 3) EXPERTLY EXERCISE EMPATHY 4) DESIGN MEETINGS DIFFERENTLY Ways to champion openness @REBEKAHCANCINO
  58. 58. Let’s do this
  59. 59. onwardand.co @REBEKAHCANCINO Thanks, y’all!
  • bkelley17

    Mar. 29, 2018
  • JasonTurner7

    Jun. 30, 2017

Brilliant marketing results aren’t created in a vacuum. Rebekah will show you how to bridge the gap between SEO, content, and UX with an effective framework your team can use to deliver radically relevant digital experiences when and where it matters most. During this session you’ll learn how to: - Leverage keyword data to unite your UX, SEO, and content efforts - Avoid classic marketing mistakes that stem from fractured strategies and disconnected teams - Holistically optimize your digital presence across the web with practical, real-world approaches

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