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. BETWEEN UX, SEO, AND CONTENT
FOR BIG MARKETING WINS
Bridging Silos
DIGITAL SUMMIT ATLANTA 2017 - @REBEKAHCANCINO
2.
3. Tens of thousands of ideashttp://www.fastcompany.com/3027135/lessons-learned/inside-the-pixar-braintrust
4.
5.
6. “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
17. “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
19. 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
29. 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
30. “Active intent is the intent that is explicitly
described by the query syntax…You MUST satisfy
active intent immediately.”
@ajkohn
Active Intent
31. “Passive intent is the intent that is implicitly
described.”
@ajkohn
Passive Intent
46. Talk to real users, find ways to
better fit into their lives
47. 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
49. 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)
61. ALL THE DIFFERENT PEOPLE
WHO UNDERSTAND ALL THE
DIFFERENT PARTS OF
WHAT’S GOING TO MAKE A
PROJECT SUCCESSFUL
62. DESIGN AND DEVS
UX PEEPS
CONTENT STRATEGISTS
STAKEHOLDERS (USERS, TOO)
PRODUCT MANAGERS
CREATIVE DIRECTORS
and more!
63.
64. “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