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

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