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MozCon 2015 Coverage Day One All of the best quotes, stats, tools, and more!

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MozCon 2015 Coverage Day One All of the best quotes, stats, tools, and more!


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“ 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


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“ 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


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“ 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


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“ 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


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“ 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


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“ 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? full coverage at hmny.co/mozcon15


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“ 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


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“ 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


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“ 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. full coverage at hmny.co/mozcon15 Matthew Brown


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“ 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


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“ 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


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“ 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


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“ 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


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“ 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) full coverage at hmny.co/mozcon15 Adrian Vender


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“ 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. full coverage at hmny.co/mozcon15


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“ 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. full coverage at hmny.co/mozcon15


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“ 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


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“ 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. full coverage at hmny.co/mozcon15


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“ 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


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“ 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” full coverage at hmny.co/mozcon15 Cara Harshman


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“ A framework for web personalization: Figure out who to target. Decide what to show them. Prioritize your testing efforts. full coverage at hmny.co/mozcon15 Cara Harshman


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“ Prioritizing your web personalization has 3 components: The potential business impact Technical effort to execute The requirements to sustain it full coverage at hmny.co/mozcon15 Cara Harshman


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“ 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


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“ 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


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“ 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


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“ 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


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“ 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


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