SMX West 2016 - Search, Content and Digital Marketing Maturity Frameworks
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The convergence of search, social and content marketing has meant that the silos that once separated marketers have virtually merged. In this session, Brad Mattick will discuss how to transition from search practitioners to organizational leaders in a content marketing industry that is forecast to grow to $300 billion in the next four years. Key takeaways will focus around building a community framework to evangelize search and content as a leading performance channel. Marketers will learn how to integrate search, social and content into wider digital campaigns and develop internal conversations that resonate with key c-level executives.
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SMX West 2016 - Search, Content and Digital Marketing Maturity Frameworks
- 1. #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
- 2. #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
- 3. #SMX #23A3 @BrightEdge @BradMattick
- 4. #SMX #23A3 @BrightEdge @BradMattick3 I Awareness Consideration Intent Decision The majority of the buying process is happening online 3.2 billion internet users 44% of the population is online 67% of the buyers journey is online 75% of budget is spent on digital
- 5. #SMX #23A3 @BrightEdge @BradMattick The opportunity Organicis the key driver of digital success 5% 10% 34% 51%• Email • Display • Referred • Other Organic search Paid Social 51% Traffic Sources In a content marketing industry forecast to become $300+ billion industry in the next 4 years (PQ media)
- 6. #SMX #23A3 @BrightEdge @BradMattick Siloed Practitioners Organizational LeadersThe challenge Driving digital performance
- 7. #SMX #23A3 @BrightEdge @BradMattick Mind your language Practitioner Leader SEO Organic Organic Search Organic Channel Keyword Topic and Content How you rank Where your content performs online Optimize for SEO Optimize to attract and convert more customers Traffic Attract customers Blended 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
- 8. #SMX #23A3 @BrightEdge @BradMattick Emerging Foundational Scaling High Performing Innovative The Maturity Curve - Structuring for digital marketing success Maturity models are being developed across multiple disciplines utilizing; Search success – As the key driver Content – As the catalyst Digital transformation – As the key outcome
- 9. #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
- 10. #SMX #23A3 @BrightEdge @BradMattick 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
- 11. #SMX #23A3 @BrightEdge @BradMattick Emerging Foundational Scaling High Performing Innovative The Maturity Curve – Scaling level Search – 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
- 12. #SMX #23A3 @BrightEdge @BradMattick Emerging Foundational Scaling High Performing Innovative The Maturity Curve – High performing level Search – 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
- 13. #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
- 14. #SMX #23A3 @BrightEdge @BradMattick Case Study 1: Microsoft - Search maturation journey Understood 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
- 15. #SMX #23A3 @BrightEdge @BradMattick Case Study 2: Tiffany & Co – Content performance and global scaling maturation Standardized 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
- 16. #SMX #23A3 @BrightEdge @BradMattick 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
- 17. #SMX #23A3 @BrightEdge @BradMattick Case Study 4: Wiley – Digital transformation and organizational innovation Transformation 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
- 18. #SMX #23A3 @BrightEdge @BradMattick Mind set Holistic, pro-active, aspirational, results focused, left and right brained thinking Skill set Specialist 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
- 19. #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 success Content - the catalyst DigitalTransformation – the outcome
- 20. #SMX #23A3 @BrightEdge @BradMattick 1. Benchmark where you are on the curve- organization, function, individual 2. Evangelize your highest performing channels 3. Build relationships and process across all digital functions – break down the silos 4. Secure executive sponsors – talk business 5. Drive transformation of your digital organization 5 key takeaways - stay ahead of the curve
- 21. #SMX #23A3 @BrightEdge @BradMattick THANK YOU Additional 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 PR http://brtedg.co/1OePXfN
- 22. #SMX #23A3 @BrightEdge @BradMattick 1,200+ customers TheTrusted Leader in Content Performance Marketing Offices in CA, NYC, Cleveland, Chicago, Seattle, London, Sydney Email: info@brightedge | Website: www.brightedge.com
Notes de l'éditeur
- http://pennystocks.la/internet-in-real-time Sources - IBM and IDC
- http://pennystocks.la/internet-in-real-time More than 2.7 zettabytes of digital data exists today The growth of data is fueling paid, owned and earned media convergence Over 92% of global data has been produced by search, social and content marketers in the last 2 years
- Sources IDC Adobe
- Sources BrightEdge PQ Media
- People – organizations lack executive sponsorship, no explicit budgets sets, resources limited to partial headcount, no formalized training, skills and knowledge are self taught Process – no KPI’s set, no visibility in performance, zero synergy between search, social and content activity
- People – executive sponsors are identified, full time resource established but with lack of support from adjacent functions, limited internal training, no certification programs Process – basic search and social KPI’s established, tracked and shared within the marketing organizations, individuals and teams work in siloed processes
- People – executive sponsorship drives cross departmental initiatives and collaboration, basic training and certification programs available Process – standardized reporting on KPI’s; included in management and business reviews, processes standardized in parts of the organization
- People – executive sponsorship exists across the whole organization, baseline support from the wider organization, standardized training and certification Process – KPI’s shared broadly across the organization, processes standardized with some teams focusing on the customer journey
- People – Executive sponsors become chief digital marketing evangelists at board room level, digital drives company revenue, advanced digital training and certification mandatory Process – digital KPI’s shared broadly across the organization, processes standardized with all teams focusing on the customer journey
- http://marketingland.com/consumer-content-breakdown-media-silos-converged-marketing-146601 http://www.brightedge.com/resources/events/share/15/sessions/dm101-paid-owned-earned-digital-marketing-alex-edlund
- Source - Adobe