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Bridging Silos Between SEO, UX, and Content for Big Marketing Wins | #DSCHI

Brilliant marketing results aren’t created in a vacuum. Rebekah will share practical ways to unite SEO, content, and UX with an effective framework your team can use to deliver radically relevant digital experiences when and where it matters most.

After this session, you’ll be able 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 approachesBrilliant marketing results aren’t created in a vacuum. Rebekah will share practical ways to unite SEO, content, and UX with an effective framework your team can use to deliver radically relevant digital experiences when and where it matters most.

After this session, you’ll be able 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 | #DSCHI

  1. 1. BETWEEN UX, SEO, AND CONTENT FOR BIG MARKETING WINS Bridging Silos DIGITAL SUMMIT CHICAGO 2018 - @BEKAHBAGGS
  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 @bekahbaggs
  9. 9. Latching on to someone else’s process or finding the next shiny tool that will save the day. It’s not about... @bekahbaggs
  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
  16. 16. Ask questions, create opportunity
  17. 17. Host office hours or “clinics”
  18. 18. 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”
  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. (Meta Mapping by @chris_corak) Volume by phase in the journey
  30. 30. Satisfying passive intent in content
  31. 31. -28% decrease in bounce rates + 156% increase in people asking for a quote
  32. 32. trust Building a business case for collaboration builds and uncovers hidden .potential @bekahbaggs
  33. 33. 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
  34. 34. EXPERTLY EXERCISE EMPATHY.
  35. 35. BUSINESS GOALS CUSTOMER NEEDS Find balance
  36. 36. THINKING DOINGFEELING Start with context @danieleizans
  37. 37. Talk to real users, find ways to better fit into their lives
  38. 38. 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
  39. 39. Formulate a problem statement, together
  40. 40. 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)
  41. 41. @AURASELTZER This is Aura
  42. 42. INTERNAL NEEDS BUSINESS GOALS CUSTOMER NEEDS
  43. 43. Core model together
  44. 44. 3 easy ways to practice expert empathy 1) Try empathy mapping 2) Think “with” not “for” 3) Build a core model together @bekahbaggs
  45. 45. DESIGN MEETINGS DIFFERENTLY.
  46. 46. Hey, Daryl! @DARYLHEMEON
  47. 47. MAKE SURE ARE INVITED WHEN AND WHERE IT MATTERS MOST. the right people
  48. 48. ALL THE DIFFERENT PEOPLE WHO UNDERSTAND ALL THE DIFFERENT PARTS OF WHAT’S GOING TO MAKE A PROJECT SUCCESSFUL.
  49. 49. 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
  50. 50. DESIGN AND DEVS UX PEEPS CONTENT AND SEO STAKEHOLDERS (USERS, TOO) PRODUCT MANAGERS SUBJECT MATTER EXPERTS and more!
  51. 51. 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
  52. 52. Work together. From anywhere.
  53. 53. Visualize decisions
  54. 54. 1) Find an executive who can be your “champion” 2) Team up 3) Design meetings differently 3 ways to encourage... @bekahbaggs
  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 @bekahbaggs
  57. 57. 1) BE HUMBLE 2) JUST JUMP IN 3) EXPERTLY EXERCISE EMPATHY 4) DESIGN MEETINGS DIFFERENTLY Ways to champion openness @bekahbaggs
  58. 58. Let’s do this
  59. 59. hello@onwardand.co bit.ly/digitalsummitchicago @bekahbaggs Thanks, y’all!

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Brilliant marketing results aren’t created in a vacuum. Rebekah will share practical ways to unite SEO, content, and UX with an effective framework your team can use to deliver radically relevant digital experiences when and where it matters most. After this session, you’ll be able 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 approachesBrilliant marketing results aren’t created in a vacuum. Rebekah will share practical ways to unite SEO, content, and UX with an effective framework your team can use to deliver radically relevant digital experiences when and where it matters most. After this session, you’ll be able 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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