SEJ Summit 2015: Engaging Content Marketing for 'Boring' Industries by Mindy Weinstein

•Download as PPTX, PDF•

3 likes•6,618 views

Presenter: Mindy Weinstein, Director of Training at Bruce Clay Inc. Event: SEJ Summit 2015 "3Takeaways" Hosted by Searchmetrics- Santa Monica When your product or service is yawn-inducing, or is not generally a topic of polite company, what's a marketer to do? Mindy will take us through case studies of creating compelling content for challenging verticals. SEJ Summit 2015 is a new, boutique marketing conference series for Big Brand marketers. It's happening in Santa Monica, Dallas, Chicago, London, Silicon Valley, New York, Miami. It's *free* for invited attendees (a tip on how to get an invite is below). Our day of learning and networking features speakers from Disney, Copyblogger, Taco Bell, AirBnB and Copyblogger to name a few. Breakfast, lunch and a hosted networking reception are all included. SEJ Summit is hosted by Search Engine Journal and Searchmetrics. There will be no pitches, no product demos, no sponsored content. Note that anyone can request an invitation. Due to the room capacity, we can't guarantee everyone will receive one. *Protip: Big brand marketers will get priority. Request your invite here: http://www.searchenginejournal.com/sejsummit2015/

Marketing

• Director of Training at Bruce Clay, Inc.
• Published author
• Former business professor
#SEJSummit #Searchmetrics

3Takeaways
Develop real-life stories Keep your eyes open for
inspiration
Focus on being practical
and personal
#SEJSummit #Searchmetrics

WhenyourSubjectMatteris
is dull as a doorknob...
Whatdoyoudo?
#SEJSummit #Searchmetrics

Develop Real-Life Stories
When rats invade your car,
what do you do?
#SEJSummit #Searchmetrics

Develop Real-Life Stories
“Why are stories so valuable? One reason is
that a story exerts a power beyond the
obvious. The whole is so much greater than
the sum of the parts—the facts, the events,
the context—that a story creates a deep
resonance.”
– Think Like a Freak
#SEJSummit #Searchmetrics

Develop Real-Life Stories
• Stories allow us to put ourselves in the character’s shoes
• As the reader, we start to project ourselves onto the character:
• “Yes! That is what I would have done”
• “That’s how I felt too”
#SEJSummit #Searchmetrics

• People become interested when they are in need and want to know how
you have helped others like them
• When you all of a sudden have a problem, you start to notice possible
solutions all around you
• A once boring topic is no longer that boring to you
Develop Real-Life Stories
#SEJSummit #Searchmetrics

• Develop stories that address:
• How people have used the product or service
• The types of successes your customers or clients have had
• Take testimonials a step further by painting the entire picture for the
reader
Develop Real-Life Stories
#SEJSummit #Searchmetrics

Develop Real-Life Stories
Why LED billboards are the right
choice for your organization.
#SEJSummit #Searchmetrics

Develop Real-Life Stories
From our families to yours.
#SEJSummit #Searchmetrics

Keep Your Eyes Open for Inspiration
• It is often difficult to sit down at your computer and try to determine
what to write.
• Prepare ahead of time by storing a file on your desk that is labeled
“Content Topics”
• Say goodbye to writer’s block
#SEJSummit #Searchmetrics

• Behave like a critical thinker
• Reexamine every article or book you read and story you hear—is there
some type of angle or insight you could provide your target audience?
• Reshape concepts and ideas into something new by asking yourself,
“How can I translate this information into something useful for my
audience?
Keep Your Eyes Open for Inspiration
#SEJSummit #Searchmetrics

• Harness your inner news reporter
• Always be looking for something new that would relate to your
audience
• Some of the questions you should ask:
• What are other companies saying?
• Is there an event or holiday that I can tie to this topic?
• What can I say that is different?
Keep Your Eyes Open for Inspiration
#SEJSummit #Searchmetrics

Personal Finance = Often boring
Budgets + Calories = Something interesting
Keep Your Eyes Open for Inspiration
#SEJSummit #Searchmetrics

Will it blend?
Keep Your Eyes Open for Inspiration
#SEJSummit #Searchmetrics

• Sources of inspiration:
• News publications
• Magazines
• Social networks
• Comments on your existing blog posts or articles
• Junk mail (yes, even junk mail can be inspirational)
• Anything can inspire you
Keep Your Eyes Open for Inspiration
#SEJSummit #Searchmetrics

• Even more sources of inspiration:
• Google Trends: http://www.google.com/trends/
• Google Alerts: https://www.google.com/alerts
• BuzzFeed: http://www.buzzfeed.com/
• Buzzsumo: http://buzzsumo.com/
• Addict-o-matic: http://addictomatic.com/
Keep Your Eyes Open for Inspiration
#SEJSummit #Searchmetrics

• Great tool, if you want to store articles and read them later: Pocket:
https://getpocket.com/
Keep Your Eyes Open for Inspiration
#SEJSummit #Searchmetrics

FOCUS ON BEING PRACTICAL & PERSONAL
And once the advice became practical
and personal, it became memorable.
– The Tipping Point
#SEJSummit #Searchmetrics

FOCUS ON BEING PRACTICAL & PERSONAL
• You have to include points in your content that makes it personal, but
also practical to the reader
• You don’t have to provide an avalanche of new information—you might
only need a change in how you are presenting your message (boring
or not)
#SEJSummit #Searchmetrics

FOCUS ON BEING PRACTICAL & PERSONAL
No bags or filters to buy. No extra
costs.
#SEJSummit #Searchmetrics

• What concerns does the reader have and how can you make it
simple to get help?
• Consider the types of questions your customers or clients ask and
the worries they face—those are potential topics
FOCUS ON BEING PRACTICAL & PERSONAL
#SEJSummit #Searchmetrics

FOCUS ON BEING PRACTICAL & PERSONAL
Embarrassing question?
No problem.
#SEJSummit #Searchmetrics

FOCUS ON BEING PRACTICAL & PERSONAL
When you are in a car accident, you
will be looking for advice.
#SEJSummit #Searchmetrics

@mindydweinstein
https://www.linkedin.com/in/mindydweinstein
plus.google.com/+MindyWeinstein/
#SEJSummit #Searchmetrics

What's hot

Emily Potter - Brighton SEO 2019 - Slideshare

Emily Potter

Why and how to put your audience at the heart of your WordPress site’s content

Lana Burgess

Beginner's Guide to Keyword Research - How to Find Keywords in a Niche

Zosap

A Beginner's Guide To Keyword Research

Express_Mobile_Websites

Optimizing your content for search engines

Harumi Gondo

SEO yvr - The Magic of Evergreen Content

Rob Bucci

The Definitive Guide To Keyword Research

Stoney deGeyter

SEO for humans, without the jargon- Halton Business Fair November 16

Jonathan Guy ✯ Paid and Organic Search Specialist

Analysing Query Intent - SearchLeeds

Rory Truesdale

Rank higher on Google tomorrow - for free!

Jonathan Guy ✯ Paid and Organic Search Specialist

The Actionable Guide to Doing Better Semantic Keyword Research #BrightonSEO (...

Paul Shapiro

BrightonSEO April 2016 > Guaranteeing Success

Zazzle Media

SearchLeeds 2019 - Britney Muller - Moz - Machine Learning for SEOs

SearchLeeds

Emily Potter - SearchLeeds - Featured Snippets

Emily Potter

Croud Presents: How to Build a Data-driven SEO Strategy Using NLP

Daniel Liddle

How to Marie Kondo your seo

RebekahDunne

Keywords powering seo and content strategy

Reading HubSpot User Group (RGHUG)

MANGOOLS IS THE BEST INVESTMENT WEBSITE

zararahmad3

Guest Blogging Strategy That Will Take You Into The Next Level (Plus Other Li...

Venchito Tampon

SearchLove London | Matt Beswick, 'Get More From Your Content'

Distilled

What's hot (20)

Emily Potter - Brighton SEO 2019 - Slideshare

Why and how to put your audience at the heart of your WordPress site’s content

Beginner's Guide to Keyword Research - How to Find Keywords in a Niche

A Beginner's Guide To Keyword Research

Optimizing your content for search engines

SEO yvr - The Magic of Evergreen Content

The Definitive Guide To Keyword Research

SEO for humans, without the jargon- Halton Business Fair November 16

Analysing Query Intent - SearchLeeds

Rank higher on Google tomorrow - for free!

The Actionable Guide to Doing Better Semantic Keyword Research #BrightonSEO (...

BrightonSEO April 2016 > Guaranteeing Success

SearchLeeds 2019 - Britney Muller - Moz - Machine Learning for SEOs

Emily Potter - SearchLeeds - Featured Snippets

Croud Presents: How to Build a Data-driven SEO Strategy Using NLP

How to Marie Kondo your seo

Keywords powering seo and content strategy

MANGOOLS IS THE BEST INVESTMENT WEBSITE

Guest Blogging Strategy That Will Take You Into The Next Level (Plus Other Li...

SearchLove London | Matt Beswick, 'Get More From Your Content'

Similar to SEJ Summit 2015: Engaging Content Marketing for 'Boring' Industries by Mindy Weinstein

SEJ Summit 2017: Engaging Content Marketing For Boring Industries by Mindy We...

Search Engine Journal

What is content. Content is... • the staff within your business. Think of Hooters... not literally. Be Unique. • the design of your shop/office. Google for example - Free WiFi lets them share • your products and services. Think of Coffee shops and ‘Latte Art’ • things like the menus on your tables. You could deliver your Menus on iPads? • the Branding of your Business. Sofa King & “prices that are Sofa King low!” • your company values. Associations with charities and causes are great. • your customers. User generated content on experiences via social. • EVERYTHING. Just understand your goal & what you are trying to achieve.

Content to Convert :: Part Deux / Putting Strategy into your Content Marketing

e-Strategy

Ringling College of Art & Design: Content and Social Media

Autumn Sullivan

Growing your channels and engagement on a budget

CharityComms

Stories give context to data and facts. Significantly, stories create emotional connections between you and your audience that can last well beyond the initial contact. Learn how to uncover the stories you already have on hand, look at ways that storytelling can power a fundraising campaign or appeal, review social media tools to tell your story, understand how to make visuals work for your story, and understand the elements of great storytelling.

Secrets of Effective Social Storytelling.

Debra Askanase

Creating a Winning Brand Content Strategy #SEJSummit

Search Engine Journal

How To Source Like A Boss

RecruitDC

Source Like A Boss: Recruiting in 2016

Marie Burns

Data storytelling sxsw panel submission

Kerry Edelstein

Cedar Fort Marketing Conference 7.30.11

Moller Marketing, LLC

How to be a Better YOU online!

Sajeetharan

It's easy to talk about creating great content, but if you've ever actually tried it, you'll know it's not so easy in the real world. Joel Klettke, Copywriter & Owner of Business Casual Copywriting dispels that Fairy Dust as he walks you through a highly-actionable process for creating consistently engaging content across a variety of formats. As former lead SEO at a digital agency, Joel brings a deep understanding of search to the copywriting table, then adds acutely refined conversion optimization skills to the mix. The result is irresistible copy. The kind that moves people to take action. Learn how to stop spending time building copy that just takes up space.

Forget the Fairy Dust - How to Create Content That (Actually) Works

Joel Klettke

How to tell an engaging story mid-winter institute 2013

Christoph Trappe

How to tell an engaging story mid-winter institute 2013

Christoph Trappe

SOCIAL_SELLING

David Redabaugh

#Social insurance

dannyrohrdanz

Copywriting Style Guide - Pubcon Vegas 2014

Mindy Weinstein

Stories give context to data and facts. They make the abstract concrete, and create relationships where none existed. Significantly, stories create emotional connections between an organization and its audience that can last well beyond the initial contact. This presentation, given for organizations participating in Valley Gives 2014, highlights • What makes a good story • The organizational stories you have right now • The types of stories that can power your fundraising/crowdfunding campaign • Social media tools to tell your story

Crafting Stories To Support Fundraising

Debra Askanase

Don't Write for Spiders: Content Marketing Presentation

Autumn Sullivan

Content Batching Party 2

MeetEdgar

Similar to SEJ Summit 2015: Engaging Content Marketing for 'Boring' Industries by Mindy Weinstein (20)

SEJ Summit 2017: Engaging Content Marketing For Boring Industries by Mindy We...

Content to Convert :: Part Deux / Putting Strategy into your Content Marketing

Ringling College of Art & Design: Content and Social Media

Growing your channels and engagement on a budget

Secrets of Effective Social Storytelling.

Creating a Winning Brand Content Strategy #SEJSummit

How To Source Like A Boss

Source Like A Boss: Recruiting in 2016

Data storytelling sxsw panel submission

Cedar Fort Marketing Conference 7.30.11

How to be a Better YOU online!

Forget the Fairy Dust - How to Create Content That (Actually) Works

How to tell an engaging story mid-winter institute 2013

SOCIAL_SELLING

#Social insurance

Copywriting Style Guide - Pubcon Vegas 2014

Crafting Stories To Support Fundraising

Don't Write for Spiders: Content Marketing Presentation

Content Batching Party 2

More from Search Engine Journal

The countdown to the end of third-party cookies has begun in Google Chrome, and the impact will be big for those reliant on them for data collection. Are you ready? Check out the experts from CallRail and Workshop Digital as we dive into the impending changes driven by Google Chrome's upcoming phase-out, and how you can navigate the challenges of a post-third-party cookie world. You’ll learn: - What the death of third-party cookies means for your current marketing strategies. - What marketers should be doing to prepare for these changes. - Strategies for success and the importance of utilizing marketing tools with zero- or first-party cookie collection. Watch Ryan Johnson and Andrew Miller as they explore the differences between third- and first-party cookies, analyze the profound implications of this transition for marketers, and introduce innovative solutions and strategies for what you should do next. If you’re reliant on third-party data and want to unlock the secrets to navigating a world without third-party cookies, then this webinar is for you. Stay ahead of the game with the best marketing tools and ensure your tactics are primed for success in this new era of digital marketing.

Google 3rd-Party Cookie Deprecation [Update] + 5 Best Strategies

Search Engine Journal

In today's rapidly evolving digital landscape, businesses face unique challenges in acquiring customers and expanding their digital footprint. From limited resources and intense competition to lack of insights, navigating this terrain requires innovative acquisition strategies. Check out this exclusive webinar, where we will delve into a two-pronged strategy of driving campaign efficiencies while laying the foundation for long-term success. You’ll learn expert tips for: - Driving efficiency in paid media campaigns. - Working towards long-term success. - Leveraging cross-channel strategies. Integrating CRO with Paid channels to deliver optimum results. With Tim Murphy and Susovan Ray, we’ll explore a scalable and sustainable acquisition framework to support long-term growth objectives. Whether you're a marketing leader seeking practical strategies or a performance marketer looking to enhance your company's digital presence, this webinar will equip you with insights needed to break through barriers and achieve success in digital acquisition.

Do More with Less: Navigating Customer Acquisition Challenges for Today's Ent...

Search Engine Journal

Looking to build a PPC strategy that will increase your leads up to 3 times in 2024? Check out this webinar as we unlock the secret to Redesign's time-tested Google Ads strategies that have skyrocketed their lead gen strategy. You’ll get the keys to success for lead gen mastery based on their launch process, keyword selection, ad copy and more. Chris Sosnowski of Redesign will show you bidding strategies, along with critical mistakes to avoid, so you can propel your paid strategies to success. You’ll learn: - An A-Z successful lead generation strategy based on proven case studies. - The major pitfalls in lead generation, and what you should do instead. - How to navigate Google's recommendations, and separate the good from the bad. Chris will also share examples of how Redesign has turned underperforming accounts into success stories, and how you can do the same with your business. You’ll hear firsthand accounts of how Redesign has supercharged the impact of home service contractors using their PPC blueprint, along with ways you can apply it to your 2024 strategy.

2024's Top PPC Tactics: Triple Your Google Ads Local Leads

Search Engine Journal

Understanding the impact of your content at every touchpoint of the customer journey is essential – but that’s easier said than done. From attracting potential leads to nurturing them into loyal customers, there are many touchpoints to look into. So how do you identify and take advantage of these opportunities for growth? Watch this webinar as we explore a comprehensive approach for measuring the value of your content initiatives, so you can optimize resource allocation for maximum impact. You’ll learn: - Fresh methods for measuring your content's impact. - Fascinating insights using first-touch attribution, and how it differs from the usual last-touch perspective. - Ways to persuade decision-makers to invest in more content by showcasing its value convincingly. With Bill Franklin and Oliver Tani of DAC Group, we'll unravel the nuances of attribution modeling, emphasizing the significance of layering first-touch and last-touch attribution within your measurement strategy. You’ll also get insights to help you craft compelling content tailored to each stage, using an approach rooted in first-hand experience to ensure your content resonates. Whether you're a seasoned marketer or new to content measurement, this webinar promises valuable insights and actionable tactics to elevate your SEO game and optimize your content initiatives for success.

Content Marketing: How To Find The True Value Of Your Marketing Funnel

Search Engine Journal

Your website’s technical health is crucial to its overall performance – not only to succeed in SEO but also to drive more user engagement, conversions, and ultimately, revenue. Check out this webinar as we discuss the key areas of website health you need to focus on in 2024, and provide actionable tips for how to get the right platforms and processes in place to improve all your key site health metrics. You'll learn: - Why SEOs and website managers need to expand their view beyond content and keywords for maximum business results. - Tips for improving your website's technical health (including crawlability, indexability, site speed, accessibility and more). - How to build streamlined connected website health workflows to align your team and resolve issues faster. With Richard Barrett and Matt Ford of Lumar, we’ll dive into ways to enable faster fixes and cause less stress for everyone involved. With these tips, you’ll come away with ways to improve efficiency and efficacy, streamlining your website health improvement processes and ensuring every member of your team is on the same page.

Holistic Website Health & Technical Tips for SEO Success

Search Engine Journal

With all of the updates to Google’s SERP features, it can be a challenge to know which strategies can keep you visible in the midst of recent developments. Let us help. Join us for a deep dive into all things SERP features, what they are, and why they’re important. We’ll also show you how you can snag some for your own business. STAT’s Senior Search Scientist, Tom Capper, will show you all you need to know to craft an end-to-end strategy, with the latest research on SERP features in 2024, including how frequently each is appearing, and how much visibility each is driving, with comparative analysis across device type and geographic market. We’ll show you: - An overview of SERP features: what they are, why they’re important, and what’s new. - How the top 5 SERP features stack up with fresh data on prevalence and share of voice. - How to craft your own tailor-made SERP feature strategy to win visibility. You’ll come away knowing how to uncover strategic SERP feature insights in your space for content, competitive research, and on-page optimizations, in order to boost your organic presence. Ready to learn how to incorporate a more robust approach to SERP features into your SEO strategy? Check out this webinar!

2024 Google SERP Features: New Strategies To Gain Visibility

Search Engine Journal

In 2023, Google delivered several impactful algorithm updates that have changed the SEO landscape. It’s time to adapt your 2024 strategy to account for these drastic changes. Watch this webinar for an in-depth, actionable recap of the need-to-know Google updates from 2023, along with key predictions for 2024. You'll walk away with a crystal clear understanding of Google's focus and where it's headed, plus actionable tips to drive more qualified organic traffic in 2024. You’ll also learn: - The top Google updates from 2023, including core updates and the Helpful Content Update. - Predictions on Google’s core areas of focus in 2024, and how they impact your strategy. - Proven insights on how to align your SEO efforts for greater visibility and increased organic traffic. With Spencer Stein, Strategic Account Director at Conductor, and Nick Gallagher, SEO Team Lead at Conductor, we’ll dive into all the major updates of 2023, crafting strategic insights to boost your SEO success in the year ahead. If you’re looking to achieve SEO success in a changing landscape, buckle up for this high-value webinar.

9 Major Google Updates From 2023 & 2024 SEO Predictions

Search Engine Journal

Not sure what to focus on to improve your website's rankings? Wondering which tactics can lead to quick SEO wins? Instead of optimizing 800+ meta descriptions and calling it a day, there are easy ways you can win the heart of your clients and save time doing it. Check this webinar for an exclusive demonstration from Ahrefs, as they show you 10 quick optimization wins, and how you can achieve them using their tools. You’ll learn: - How to monitor content decay and take action. - How to uncover content opportunities and gaps between you and your competitors. - How to boost your rankings with internal linking and other link building tactics. - How you can prioritize technical issues and resolve critical issues quickly. Andrei Țiț, Product Marketer at Ahrefs will show you how you can prioritize the SEO tasks with the highest impact, and how Ahrefs can help complete them within seconds. Watch and discover 10 quick and easy SEO wins to boost your site’s rankings.

10 Successful Ways To Improve Your SERP Rankings [With Ahrefs]

Search Engine Journal

Struggling to earn links from journalists and the press? Digital PR for SEO has quickly become an alternative to traditional link building. However, earning links from the press can be a challenge creatively. That’s where we come in. Watch this as we explore how to scale the very time-consuming and complicated process of earning links from digital PR, with proven case studies showing how you can earn hundreds of links in 30 days. You’ll learn: - The process and tools to earn press links in just 30 days. - A scalable process to gather data to enhance journalist storylines. - How to combine data and expert commentary for the press. Kevin Rowe, Founder and Head of Strategy at PureLinq, will give away the process his firm has used to secure hundreds of meaningful links and mentions on top-tier domains using data-driven digital PR, with proven examples. Kevin’s firm has systematized a scalable process for data-driven digital PR for SEO, and now he wants to share it with you. Discover how to earn quality links through a strong digital PR presence.

How An Enterprise Digital PR Firm Earns 100’s Of Links In 30 Days

Search Engine Journal

The world of search has seen massive change recently. Whether you’re still in the planning stages for this year or underway with your 2024 strategy, you need to know the new SEO trends to stay ahead of seismic search industry shifts. It’s time to chart a course for SEO success in this changing landscape. Check out this webinar as we explore exclusive survey data from today’s top SEO professionals and digital marketers to inform your strategy this year. You’ll also learn how to navigate SEO in the era of AI, and how to gain an advantage with these new tools. You’ll also learn: - The top SEO priorities and challenges for 2024. - The role of AI in SEO – how to get ahead of the anticipated disruption of SGE and AI overall, plus SGE-specific SEO priorities. - Winning SEO resourcing strategies and reporting insights to fuel success. With Shannon Vize, Conductor’s Sr. Content Marketing Manager, and Ryan Maloney, Conductor’s SEO Success Manager, we’ll take a deep dive into the top trends, priorities, and challenges shaping the future of SEO. Watch and discover timely insights and unlock new SEO growth potential in 2024.

SEO In 2024: Top Priorities, Challenges, And Opportunities

Search Engine Journal

Building a successful agency can be a daunting task in today’s ever-evolving space. Do you know the secrets to succeeding with yours? Check out this informative webinar, as link building expert Jon Ball will reveal the closely guarded secrets that have propelled Page One Power to become a highly successful $10 million agency. We’ll show you: - The foundational principles on which to build your business to succeed. - The importance of delegation, market positioning, and staffing. - More proven lessons learned from 14 years of experience. With Jon, we’ll provide you with actionable insights that you can use to take your business to the next level, using foundational principles that have contributed to Page One Power's success. If you’re looking to establish yourself as a successful entrepreneur or grow your agency in the constantly evolving world of SEO, this webinar is for you. Learn the secrets of establishing a thriving agency in an increasingly competitive SEO space.

How We Built A Strong $10 Million Agency: A Proven Framework

Search Engine Journal

From Google’s Search Generative Experience (SGE) to ranking factor changes and other impactful events, the world of SEO has seen plenty of change in 2023. With all of these changes, you need to stay ahead to keep your website performing at a high level next year. Check this out and explore the major algorithm updates, shifts in what are (and aren’t) ranking factors, and other impactful SEO events from 2023. We'll also reveal our top predictions for the key SEO trends, challenges, and opportunities coming in 2024. You’ll learn: - The most important SEO updates from 2023, and what they mean for the future of SEO. - How to prepare and protect your rankings and SEO strategy to align with new search engine updates like SGE. - Actionable predictions for featured snippets, voice search, and more in the coming year. In this info-packed webinar hosted by Pat Reinhart, Conductor’s leading SEO expert, we’ll explore how you can align your 2024 strategy based on the most significant SEO trends, updates, and challenges from 2023. Register and learn the keys to staying ahead of the curve in 2024.

2023 Google Algorithms & SEO's Future: Powerful Predictions For 2024

Search Engine Journal

In the face of growing challenges with customer acquisition, it’s important to know where to focus your ad spend. Do you know how to optimize for lower customer acquisition costs and pipeline growth that keeps your sales team busy and your CFO happy? Watch and learn a unique methodology for growth that has driven massive revenue at a lower cost for hundreds of SaaS brands. We’ll dive into case studies backed by real data from over $150 million in SaaS ad spend per year. You’ll learn: - Why leveraging first-party data rather than third-party data is key for success. - Ways to compare channel level performance using the Customer Lifetime Value to Customer Acquisition Cost (LTV:CAC) formula. - Strategies for growing pipeline revenue that identify and emotionally connect with your exact persona at your ideal account. With Garrett Mehrguth, co-founder and Chief Executive Officer of Directive, we’ll explore how to use financial modeling using LTV:CAC formulas across your channels for better budget allocation that your CFO will love. Register and get expert tips and proven strategies for hitting your growth goals next year.

SaaS Marketing: Expert Paid Media Tips Backed By $150M In Ad Spend

Search Engine Journal

With constantly evolving search algorithms and user behaviors, fluctuating search rankings are a common occurrence in the world of SEO. But what happens when they suddenly drop? Do you know what steps to take to restore your rankings? Watch this for a practical guide to diagnosing and recovering lost Google rankings. You’ll learn how to navigate this common challenge, along with the best ways to assess the impact of the drop on affected pages. We’ll also show you the ways to identify if rankings have truly dropped or if it’s just an analytics issue. You’ll takeaway: - The proper steps to take to evaluate the impact of changing Google rankings. - How to protect your website and stay ahead of sudden ranking drops. - How to identify the cause of lowered rankings. With Ryan Maloney, SEO Success Manager at Conductor, we’ll explore how to take proactive steps to protect your rankings following the latest Google algorithm updates, so you can mitigate drops in the future. Register now and learn to protect and rescue your rankings from sudden drops.

Emergency SEO: How To Recover When SERP Rankings Suddenly Drop

Search Engine Journal

Claravine and Advertiser Perceptions surveyed 140 marketers and agencies to better understand the impact of data standards on marketing data, and they’re ready to present their findings. Want to learn how you can mitigate privacy risks and boost ROI through data standards? Watch and learn how companies are addressing new privacy laws, taking advantage of AI, and organizing their data to better capture the campaign data they need, as well as how you can implement these findings in your campaigns. In this webinar, you will: - Gain a better understanding of how your marketing data management compares to enterprise advertisers. - Get an overview of the current state of data standards and analytics, and how marketers are managing risk while improving the ROI of their programs. - Walk away with tactics and best practices that you can use to improve your marketing data now. Chris Comstock, Chief Growth Officer at Claravine, will show you the marketing data trends of top advertisers and the potential pitfalls that come with poor data standards. Register and learn the key ways to level up your data strategy to pinpoint campaign success.

2023 Survey Review: State Of Marketing Data Standards In The AI Era

Search Engine Journal

Looking to create golden sales opportunities, efficiently and easily? The key might lie within phone calls. CallRail has analyzed more than 100 million phone calls and surface consumer communication trends, and they’re ready to share their findings with you. Learn how these proprietary insights can help small-to-medium businesses and agency marketers develop high-converting marketing and sales strategies. You’ll learn: - How to use your conversations to unlock a goldmine of untapped insights. - How you can use AI to mine gold from conversations. - Ways that AI-mined gold from calls can transform your business. With Jason Tatum, CallRail’s VP of Product, we will also cover the past and future state of phone calls, and how you can use AI to gain valuable insights that will transform your business. Humans don’t have the capacity to analyze hundreds of calls, transcripts, or marketing data, but with CallRail's AI-powered technology you can. Register now and find out how to use this technology to develop data-driven marketing strategies that deliver.

100M Phone Call Insights: Your Key To Data-Driven Marketing Strategies

Search Engine Journal

As the world of search prepares for an AI-driven transformation, content strategies are transforming too, and many professionals are wondering how to adjust to the radical shift. The answer may be simple: it’s time to stop creating content in silos. We will unravel the differences between topic clusters and pillar pages, and how to structure them, giving you a clear roadmap for boosting your website's visibility and ranking on search engine results pages (SERPs). You’ll learn: - What topic clusters and pillar pages are and how they work/how to structure them. - The SEO benefits of pillar pages and topic clusters. - How to identify and map topic cluster opportunities based on audience intent and monthly search volume. Watch SEO experts and Conductor’s Customer Success Managers, Alex Carchietta and Zack Kadish, to learn how effective pillar pages and clustered content improve site structure, internal linking, and on-page SEO. We’ll also show you actionable tips for optimizing your internal linking and future-proofing your content’s performance. Learn how to work with (not against) your content's natural intersections for better SEO and UX.

How To Boost 2024 SEO Performance With Pillar Pages & Topic Clusters

Search Engine Journal

The search marketing landscape is evolving rapidly with new technologies, and professionals, like you, rely on innovative paid search strategies to meet changing demands. It’s important that you’re ready to implement new strategies in 2024. Check this out and learn the top trends in paid search advertising that are expected to gain traction, so you can drive higher ROI more efficiently in 2024. You’ll learn: - The latest trends in AI and automation, and what this means for an evolving paid search ecosystem. - New developments in privacy and data regulation. - Emerging ad formats that are expected to make an impact next year. Watch Sreekant Lanka from iQuanti and Irina Klein from OneMain Financial as they dive into the future of paid search and explore the trends, strategies, and technologies that will shape the search marketing landscape. If you’re looking to assess your paid search strategy and design an industry-aligned plan for 2024, then this webinar is for you.

Trends In Paid Search: Navigating The Digital Landscape In 2024

Search Engine Journal

With so many elements going into constructing a successful website, it’s crucial to know what to look for when evaluating what users want. So what’s the best way to test your website’s effectiveness? We were wondering something similar, so we conducted a little experiment of our own. We’ll show you the step-by-step process for conducting experiments on your website, so you can get the important data you need to keep your website strong. You’ll learn: - The best time to run an experiment to get the most informative data. - What to do when you don't see the results you expect, and how to avoid other factors influencing your results. - How we run our experiments, and what we plan to do with the results. Watch our very own Angie Nikoleychuk, Content Marketing Manager, and learn the key factors to focus on when running website experiments, so your users stay happy and engaged. You’ll also learn the results of our own case study, where we examined ad performance and user happiness on our website.

How to Perform Website Experiments [+ SEJ Experiment Walk-Through & Results]

Search Engine Journal

Google’s algorithm is always changing, and along with new AI integrations, it’s crucial to know how your clients’ websites could be affected. Are you taking advantage of these changes to keep your clients’ SEO game strong? Find out how as we discuss five AI Changes Agencies And Brands need to know, the strategic advantages of AI (and what we can expect next), and how agencies can better support their multi-location customers. You’ll learn: - What agencies can do to become better partners to their multi-location clients. - How agencies can help ensure their clients show up on page one of SERPs. - How to communicate these updates to clients to streamline and maximize their online reputation. With Morrissey Balsamides and Cynthia Sener of Chatmeter, we’ll dive into the positive effect of AI on multi-location reputation management – where it stands today, and where it may go in the future. Make sure your clients are set up for success in the face of Google’s constant changes and evolving technologies.

5 AI Changes Agencies And Brands Need To Know

Search Engine Journal

More from Search Engine Journal (20)