Ali Harris, Bitdefender Proving the value of early-stage content and SEO was never an exact science—but this session comes close. Bonus: Learn how to get all the “fun money” for early-stage content with solid ROI modeling.

2. Quantum Content Theory and the Odd
Numbers of Early-Stage ROI
ALISON HARRIS
Head of Global Enterprise Digital Marketing | Bitdefender
@ali_is_digital#C3NY |

3. • Serving Many Masters
• Curiousier and Curiousier
• Two Truths and a Lie
• I Learned Nothing
• Questions
Agenda
@ali_is_digital#C3NY |

4. #C3NY
Serving Many Masters
•Making numbers make sense

5. Executive speak
Lessons for presenting success
in order to get more money for
early stage content
What’s in your wallet?

6. #C3NY |

7. One Master, Many Heads
The internal masters The external masters
• Talk to the goals of the board
• Talk to the goals of the product
team
• Talk to the goals of sales
• Talk to the goals of the execs
• Talk to the goals of the search gods
• Talk to the goals of the Analysts
• Talk to the goals of the prospects
• Talk to the goals of the customer
@ali_is_digital

8. • Solving customer problems with content makes ranking more
impactful
• Content CAN be correlated to revenue
• Multiple formats are more successful than single formats
• Our goal is to meet our customer in their journey and support their
buying behavior in a way that works for them
• Content marketing is the ultimate customer centric program
Key message for executives
And how not to fall down the obscure keyword trap
@ali_is_digital

9. @ali_is_digital

10. @ali_is_digital

11. @ali_is_digital

12. • High quality content reduces your Ad spend
• Multiple content formats encourage engagement
• Omnichannel attribution is hard
• All content MUST tie to a buyer journey
• All content MUST be part of a campaign
• Orphans and Islands create chaos
Prove it
Money is everything
@ali_is_digital

13. • Tell a story without getting caught up in the exciting technical details
• Know your audience
• Celebrate success by tying it to a company goal
• You are a teacher, be patient
• Use terms that are universally understood
Bots and Droids
Your executives are not bots, but they use droids
@ali_is_digital

14. @ali_is_digital

15. #C3NY
Curiousier and
Curiousier
•How to get out of the reaction trap

16. @ali_is_digital

17. • Content doesn’t exist until someone actually looks for it
• Content can’t be discovered unless it’s discoverable
• Content is only discoverable when it provides value
Being discovered
The partially invisible buyer journey
@ali_is_digital

18. • Avoid the obscure keyword trap
• Use the documentation provided to prove your story
Expect the unexpected
The universe is under no obligation to make sense to you, but you are
under an obligation to make sense to your leadership
@ali_is_digital

19. #C3NY
Two truths and a lie
•The secret sauce

20. • Quality score and the inverse financial relationships
• Increase quality score and decrease CPC
• Increase trust = increase LTV
Not everything that counts can be counted
@ali_is_digital

21. Secrets are made to be found out with time
• Known stats:
• 75% of organic clicks are on the top
three results
• 50% of 75% are on the number 1
result
• Most users don’t know the difference
between a paid/sponsored result and
an organic result
• Conjecture
• When the Quality score of a page
goes up, the cost of the ad goes down
• Quality score only increases with
relevant, fresh content
@ali_is_digital

22. • LTV
• AOV
• # of touches to close
• Cart abandonment rate/form fill rate
• CPC for targeted product pages primary keywords
• CPC for targeted solutions pages primary keywords
• Monthly traffic volume estimates for primary keywords
• Current average position of primary keywords
The ROI of SEO can be calculated
Numbers you need
@ali_is_digital

23. In theory…
@ali_is_digital

24. In Reality
@ali_is_digital

25. #C3NY
I learned nothing…
•The top 5 most important things

26. 5
Know your audience
@ali_is_digital

27. LOVE your content
don’t let it be an orphan
4

28. 3
You can (and will) prove your
ROI…just follow the formula
@ali_is_digital

29. 4
Fuzzy math is still math
@ali_is_digital

30. 1
SEO is Not dead

31. Thank you!
Alison Harris
@ali_is_digital#C3NY |
@ali_is_digital
In/msalisonharris
I <3 Digital
A lifelong passion, and slightly unhealthy obsession, with SEO
started almost 20 years ago with a desire to figure out how
stuff showed up on Yahoo!. After a short foray into the world
of atoms and logistics, the world of bits sang it’s sirens song.
Once again the obsession and driving need to develop
competitive and discoverable content reared it’s head and
absorbed all other distractions. Forevermore will the sweet
temptation of search success be a driving force.

32. @ali_is_digital

33. Click to add handle#C3NY |

34. How to Supercharge Traffic with
Evergreen Content
John Shehata, Condé Nast
Conductor#C3NY |