The document discusses strategies for improving collaboration between different digital marketing roles like UX, SEO, and content. It provides tips for bridging silos by being open to others' ideas, actively participating in other teams' work, practicing empathy, and designing meetings to include the right stakeholders. Meeting outcomes should be prioritized over plans, using a RACI chart to determine attendees. The goal is building interconnected digital experiences through collaboration and co-design.

1. BETWEEN UX, SEO, AND CONTENT
FOR BIG MARKETING WINS
Bridging Silos
DIGITAL SUMMIT CHICAGO 2018 - @BEKAHBAGGS

3. Tens of thousands of ideashttp://www.fastcompany.com/3027135/lessons-learned/inside-the-pixar-braintrust

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

7. We expect so much of our
lives to be online

8. 2001 called, it wants its workflow back

10. http://cdn.softlayer.com/innerlayer/IBM370.png
And yet here we are...

11. Still disconnected

12. 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
@bekahbaggs

13. Latching on to someone else’s process or
finding the next shiny tool that will save
the day.
It’s not about...
@bekahbaggs

14. How can we set the stage for
our own magic?

15. Open by design

16. SIT DOWN.
BE HUMBLE.

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. 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

20. 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

21. Ask questions, create opportunity

22. Host office hours or “clinics”

24. 3 easy ways to practice humility
1) Include someone you normally wouldn’t
2) Suspend judgment
3) Let go a little, try hosting “office hours”

25. JUST JUMP IN.

26. “Content doesn’t belong to content. Design
doesn’t belong to design. Code doesn’t
belong to dev.”
- Nicole Fenton

27. Just jumping in helps you
add value where it counts

28. This is Chris@CHRIS_CORAK

29. IDEA
METRICS
PEOPLE
GOALS
BUSINESS
CASE

30. 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

31. “Active intent is the intent that is explicitly
described by the query syntax…You MUST satisfy
active intent immediately.”
@ajkohn
Active Intent

32. “Passive intent is the intent that is implicitly
described.”
@ajkohn
Passive Intent

33. Moz Keyword Explorer
http://answertheclient.com/assets/atp-dark-inline-9dc08e1790f7273b9aee6bcfa16580e9dda179dbea01081599f7d9a04f9ab112.png

34. Helps us understand from
where and on what device
Categorize into semantically related topics

36. (Meta Mapping by @chris_corak)
Volume by phase in the journey

38. Satisfying passive intent in content

39. -28% decrease in bounce rates
+ 156% increase in people asking for a quote

40. trust
Building a business case for
collaboration builds and
uncovers hidden .potential
@bekahbaggs

41. 3 easy ways to just jump in
1) Ask a teammate about their work
2) Understand the impact of search intent
3) Build a business case for collaboration
@bekahbaggs
bit.ly/digitalsummitchicago

42. EXPERTLY
EXERCISE EMPATHY.

43. BUSINESS
GOALS
CUSTOMER
NEEDS
Find balance

44. THINKING
DOINGFEELING
Start with context @danieleizans

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

48. Formulate a problem
statement, together

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)

50. @AURASELTZER
This is Aura

51. INTERNAL
NEEDS
BUSINESS
GOALS
CUSTOMER
NEEDS

53. Core model together

56. 3 easy ways to practice expert empathy
1) Try empathy mapping
2) Think “with” not “for”
3) Build a core model together
@bekahbaggs

57. DESIGN MEETINGS
DIFFERENTLY.

59. Hey, Daryl!
@DARYLHEMEON

60. MAKE SURE
ARE INVITED WHEN AND
WHERE IT MATTERS MOST.
the right people

61. ALL THE DIFFERENT PEOPLE
WHO UNDERSTAND ALL THE
DIFFERENT PARTS OF
WHAT’S GOING TO MAKE A
PROJECT SUCCESSFUL.

62. Responsible they make the decisions
Accountable They have veto power
Consulted because they have subject
matter expertise
Informed because the decisions may
affect their work

63. DESIGN AND DEVS
UX PEEPS
CONTENT AND SEO
STAKEHOLDERS (USERS, TOO)
PRODUCT MANAGERS
SUBJECT MATTER EXPERTS
and more!

64. 1) Don’t think about the meeting, think about the
outcomes you’re hoping to achieve.
2) Use a RACI chart to determine who needs
to be there.
3) Change plans if you need to, as long as it’s
toward the same decisions and outcomes.
Three tips for successful meetings

66. Work together. From anywhere.

67. Visualize decisions

69. 1) Find an executive who can be your “champion”
2) Team up
3) Design meetings differently
3 ways to encourage...
@bekahbaggs

70. And so...
JUST TO WRAP THINGS UP

71. COLLABORATION AND
CO-DEIGN ARE
TO BUILDING THE
INTERCONNECTED
EXPERIENCES OF THE future.
essential
@bekahbaggs

72. 1) BE HUMBLE
2) JUST JUMP IN
3) EXPERTLY EXERCISE EMPATHY
4) DESIGN MEETINGS DIFFERENTLY
Ways to champion openness
@bekahbaggs

73. Let’s do this

74. hello@onwardand.co
bit.ly/digitalsummitchicago
@bekahbaggs
Thanks, y’all!