SMX West 2016 - Search, Content and Digital Marketing Maturity Frameworks
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Transcript of SMX West 2016 - Search, Content and Digital Marketing Maturity Frameworks
#SMX #23A3 @BrightEdge @BradMattick
How To Shift From Practitioners To Organizational Leaders
TITLE SLIDE ALTERNATIVE LAYOUT w/ IMAGE
Removing the barriers to search, content and digital marketing success Search, Social and Content Marketing
Maturity Structuring For Digital Marketing Success
Search, Social and Content Marketing Maturity
Structuring For Digital Marketing
Success
Brad Mattick, VP of Marketing and
Products
#SMX #23A3 @BrightEdge @BradMattick
More than 2.7 zettabytes of digital data exists today
The growth of data is fueling this convergence
Over 92% of global data has been produced by YOU - search, social and content marketers - in the last 2 years
Search, social and content channels have converged
#SMX #23A3 @BrightEdge @BradMattick
#SMX #23A3 @BrightEdge @BradMattick4 I
Awareness Consideration Intent Decision
The majority of the buying process is happening online3.2 billion internet users44% of the population is online
67% of the buyers journey is online 75% of budget is spent on digital
#SMX #23A3 @BrightEdge @BradMattick
The opportunity
Organic is the key driver of digital success
5%10%
34%
51%• Email• Display• Referred • Other
Organic search
Paid
Social
51%TrafficSourc
esIn a content marketing industry
forecastto become $300+ billion
industry inthe next 4 years (PQ media)
#SMX #23A3 @BrightEdge @BradMattick
Siloed PractitionersOrganizational LeadersThe challenge
Driving digital performance
#SMX #23A3 @BrightEdge @BradMattick
Mind your language
Practitioner LeaderSEO OrganicOrganic Search Organic ChannelKeyword Topic and ContentHow you rank Where your content performs online
Optimize for SEO Optimize to attract and convert more customersTraffic Attract customersBlended Rank / Universal Listings
If you do a search on Google, and see that some of the results are images, video, and more than text
SERP The sequence of results that show up for an Internet search query
Engagement , Conversion, Revenue, Business
Impact
#SMX #23A3 @BrightEdge @BradMattick
Emerging Foundational Scaling High Performing Innovative
The Maturity Curve - Structuring for digital marketing successMaturity models are being developed across multiple disciplines utilizing;
Search success – As the key driverContent – As the catalystDigital transformation – As the key outcome
#SMX #23A3 @BrightEdge @BradMattick
Emerging Foundational Scaling High Performing Innovative
Search - random optimization of assets, paid search testing and technical focus on site building
Social - limited to individuals Twitter, Facebook and LinkedIn accounts, no distinction between personal and business accounts
Content- focus on offline and traditional publishing, content is used for sales support activity
The Maturity Curve – Emerging level
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Emerging Foundational Scaling High Performing Innovative
Search –technical driven, algorithmic responsive SEO, paid search centric with organic channel benchmarking
Social – business social accounts set up, experimentation and amplification of basic content
Content- online content produced by individual contributors, limited to one channel
The Maturity Curve – Foundational level
#SMX #23A3 @BrightEdge @BradMattick
Emerging Foundational Scaling High Performing Innovative
The Maturity Curve – Scaling levelSearch – organic and paid search strategies run in synergy, testing and refinement, organic takes the lead
Social – utilized to amplify search and content marketing initiatives, monitoring and listening functions established
Content- optimized at point of creation, performance and measurement becomes priority
#SMX #23A3 @BrightEdge @BradMattick
Emerging Foundational Scaling High Performing Innovative
The Maturity Curve – High performing levelSearch – organic positioned at the center of all online marketing efforts, search (inc paid) intelligence utilized to fuel cross channel digital activity
Social –informing search and content strategies, utilized cross functionally (PR, customer service, recruitment)
Content- optimized and mapped to the customer journey, distributed effectively, performance attributed and measured
#SMX #23A3 @BrightEdge @BradMattick
Emerging Foundational Scaling High Performing Innovative
Search – driving product, PR, customer and sales strategies, digital strategy
Social – driving meaningful interactions with customers, prospects and influencers
Content- driving hyper personalized content that performs across omni channels, fully integrated into all digital channels
The Maturity Curve - Innovative level
#SMX #23A3 @BrightEdge @BradMattick
Case Study 1: Microsoft - Search maturation journeyUnderstood organic channel value
Invested in this core team Identified revenue opportunities
and evangelized the results Synergized content and social
efforts Presented the successes of the
program at their internal digital marketing summit
Business units bought into the process Integrated search across the whole Microsoft digital business
With the generated interest more Business Units bought into the process and they scaled across the company – Today 350 people now attend their Digital Content summit
#SMX #23A3 @BrightEdge @BradMattick
Case Study 2: Tiffany & Co – Content performance and global scaling maturationStandardized how they reported performance across their digital marketing channels
Content performance became the key metric of success
Drove significant impact across their core categories in the US. The story of growth was shared across the organization using reports measuring business impact
Multiple Global markets decided to mirror the model and standardize on the same reporting and workflow
Tiffany & Co. now has multiple international properties supported by their core team
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Case Study 3: Marriott – Integrated digital marketing campaign maturation Transformation of their enterprise from “just a hotel company” into “the world’s favorite travel company.”
S0urce, Marriott, Alex Edlund- Share15
#SMX #23A3 @BrightEdge @BradMattick
Case Study 4: Wiley – Digital transformation and organizational innovationTransformation from a 208 year old traditional publishing company to a leading global provider of content and content enabled services
SHIFTING MINDSETS: executive commitment to continuous digital performance improvement
SHIFTING SKILLSETS: tiered search, social, content and digital skills training (process & tech)
FOCUSING: on marketing as a revenue center
Digital products and services now represent 60% of its $1.82
billion (2015) revenue
#SMX #23A3 @BrightEdge @BradMattick
Mind set Holistic, pro-active, aspirational, results focused, left and right brained thinking
Skill setSpecialist and generalist, business acumen, relationship management
Language Do not under value what you do, talk ahead of the curve ……
Top tips – Shifting from Practitioners to Leaders
#SMX #23A3 @BrightEdge @BradMattick
Emerging Foundational Scaling High Performing
Innovative
Initial investments in search, social and contents channel
Core teams scale and align with exec champion; evangelism beginning across marketing org with a few “BU” wins; some common KPIs launched; technology standardizing
Strong cross-org support from execs to front line; consistent workflow & execution across org; “global” standards for digital metrics, technology
Dedicated resource(s), tracking basic metrics and delivered some early successes
Integrated digital departments and strategy across marketing disciplines that affect core revenue outcomes; culture of testing and innovation
Re-cap: The Maturity Process
Search – the driver of successContent - the catalystDigital Transformation – the outcome
#SMX #23A3 @BrightEdge @BradMattick
1. Benchmark where you are on the curve- organization, function, individual
2. Evangelize your highest performing channels3. Build relationships and process across all digital
functions – break down the silos4. Secure executive sponsors – talk business 5. Drive transformation of your digital organization
5 key takeaways - stay ahead of the curve
#SMX #23A3 @BrightEdge @BradMattick
THANK YOUAdditional resources
Search Engine Land – The SEO Maturity Curve http://brtedg.co/217bL6l
Marketing Land – Wiley and Digital Transformation http://brtedg.co/1VkOf2
BrightEdge - Search needs better PRhttp://brtedg.co/1OePXfN
#SMX #23A3 @BrightEdge @BradMattick
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