Do you speak brand?: brightonSEO

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Antony Mayfield

Slides from my presentation at brightonSEO about the earned media marketing opportunity.

Business Technologie

SEO vs Content
SEO vs Social
SEO vs PR
SEO vs UX
SEO vs Creative
SEO vs Customer
SEO vs Insight

SEO weakened when
Undersold
Mis-sold
Wrong buyers
IT & E-commerce
Not implemented

Deliver value to empowered
customers
Foster lasting connections
Capture value, measure
results

Source: IBM Global CMO survey

What ever
happened to
the database
of intentions?

Stock & ﬂow

http://brilliantnoise.com/nokiapaper

Customer decision
journeys
Consider

Bond

Advocate Evaluate

Enjoy

Buy

Mckinsey & Co’s Consumer Decision Journey Model

Model ﬁrst published Harvard Business Review

Also gives
access to
some other
budgets...

Investing in
Good content
Fresh content
Fast content
Useful content

That’s why we
do things like
Storystream

Beneﬁts
Customers
Stories
Reach
Insights

SEO is...
distribution
customer insight
promotion
media

Have an SEO story
What does it do?
Why does it matter?
How can you buy.

Segment your marketing
audience...
Edge
Early
Core

If in doubt...
Consider

Bond

Advocate Evaluate

Enjoy

Buy

Mckinsey & Co’s Consumer Decision Journey Model

Model ﬁrst published Harvard Business Review

Download the paper at
Ta-dah!
htt://brilliantnoise.com/nokiapaper

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My talk at Brighton Strategy and Planning Meetup, July 30th 2015. I talked about how difficult it is to plan for the future, and the Brilliant Noise methodology for creating trends radar maps to prioritise attention and resources around trends. To have a look at the Gartner Hype Cycle for marketing http://www.gartner.com/webinar/3075217 NB: When I say the Gartner hype cycle is a broken model, I mean that in the sense that all models are broken. It's still very useful indeed - the point I made in my talk was that it isn't always linear - things appear at the top of the hype cycle and then fall away or go straight to the slope of enlightenment.

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Marel Q1 2024 Investor Presentation from May 8, 2024

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Do you speak brand?: brightonSEO

1. Do you speak brand? @brilliantnoise

2. Welcome to Brighton

3. SEO & brand marketing

4. SEO is a broad church

5. Splitters!

6. Data PR & content (Very) black hat

7. SEO vs Content SEO vs Social SEO vs PR SEO vs UX SEO vs Creative SEO vs Customer SEO vs Insight

8. And social likes to play that game too

9. My time capsule friend

10. SEO + Brand (SEO + Content) (SEO + Social) (SEO + PR) (SEO + UX) (SEO + Creative) (SEO + Customer) (SEO + Insight)

11. Integrated Earned Media

12. But I’ll come back to that...

13. SEO weakened when Undersold Mis-sold Wrong buyers IT & E-commerce Not implemented

14. A bigger market opportunity

15. It’s not monopoly

16. The brand spend market correction

17. The correction starts at 20%

18. And it will grow

19. SEO as brand marketing

20. What do CMOs want?

21. Deliver value to empowered customers Foster lasting connections Capture value, measure results Source: IBM Global CMO survey

22. What ever happened to the database of intentions?

23. Lucky seven

24. Shows the discovery gap...

25. SEO is Earned Media

26. Stock & ﬂow http://brilliantnoise.com/nokiapaper

27. Customer decision journeys Consider Bond Advocate Evaluate Enjoy Buy Mckinsey & Co’s Consumer Decision Journey Model Model ﬁrst published Harvard Business Review

28. Integrate Earned Media

29. NOT a coalition

30. A full on merger

31. Gives us some career paths?

32. T-shape

33. Equal-shape

34. Table-shape

35. Squares

36. Also gives access to some other budgets...

37. Investing in Good content Fresh content Fast content Useful content

38. That’s why we do things like Storystream

39. SEO selling to brand marketing

40. Speaking their language

41. Beneﬁts Customers Stories Reach Insights

42. SEO is... distribution customer insight promotion media

43. Have an SEO story What does it do? Why does it matter? How can you buy.

44. Segment your marketing audience... Edge Early Core

45. If in doubt... Consider Bond Advocate Evaluate Enjoy Buy Mckinsey & Co’s Consumer Decision Journey Model Model ﬁrst published Harvard Business Review

46. Download the paper at Ta-dah! htt://brilliantnoise.com/nokiapaper

Do you speak brand?: brightonSEO

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Do you speak brand?: brightonSEO