Brilliant marketing results aren’t created in a vacuum. Rebekah will show you how to bridge the gap between SEO, content, and UX with an effective framework your team can use to deliver radically relevant digital experiences when and where it matters most. During this session you’ll learn how to: - Leverage keyword data to unite your UX, SEO, and content efforts - Avoid classic marketing mistakes that stem from fractured strategies and disconnected teams - Holistically optimize your digital presence across the web with practical, real-world approaches

1. BETWEEN UX, SEO, AND CONTENT
FOR BIG MARKETING WINS
Bridging Silos
DIGITAL SUMMIT ATLANTA 2017 - @REBEKAHCANCINO

3. Tens of thousands of ideashttp://www.fastcompany.com/3027135/lessons-learned/inside-the-pixar-braintrust

6. “I realized the most exciting thing I had ever
done was to help create the unique
environment that allowed that film to be
made.”
- Ed Catmull, Pixar Co-Founder & CEO

7. We expect so much of our
lives to be online

8. 2001 called, it wants its workflow back

10. http://cdn.softlayer.com/innerlayer/IBM370.png
And yet here we are...

11. Still disconnected

12. The value of effective collaboration
Create alignment
Remove politics
Reduce rework
Boost morale
Create alignment = deliver better outcomes
Gain buy-in = launch faster
Reduce rework = decrease costs
Boost morale = increase productivity
@REBEKAHCANCINO

13. Latching on to someone else’s process or
finding the next shiny tool that will save
the day.
It’s not about...
@REBEKAHCANCINO

14. How can we set the stage for
our own magic?

15. Open by design

16. SIT DOWN.
BE HUMBLE.

17. “Humility is a critical strength for leaders and
organizations possessing it, and a dangerous
weakness for those lacking it.”
- Dusya Vera Ph.D., Strategic Virtues: Humility
as a Source of Competitive Advantage

18. http://rlv.zcache.com/neon_open_sign_framed_in_a_heart_shape_in_a_wind_postcard-
r921910cb3db84ba9992f161fd2a5b51c_vgbaq_8byvr_1024.jpg
Being open to the ideas of others lets
others know we’re down to collaborate

19. FAUCET FUNNEL
Suspend judgment
Go for quantity
YES, and…
Embrace the unusual
Let go of ego
Accentuate the positive
Think strategically
Align to goals/objectives
Check for feasibility
Avoid default decisions
First faucet, then funnel
Via the Idea Farm

20. Ask questions, create opportunity

21. Host office hours or “clinics”

23. 3 easy ways to practice
1) Include someone you normally wouldn’t
2) Suspend judgment
3) Let go a little, try hosting “office hours”

24. JUST JUMP IN.

25. “Content doesn’t belong to content. Design
doesn’t belong to design. Code doesn’t
belong to dev.”
- Nicole Fenton

26. Just jumping in helps you
add value where it counts

27. This is Chris@CHRIS_CORAK

28. IDEA
METRICS
PEOPLE
GOALS
BUSINESS
CASE

29. METRICS
PEOPLE
GOALS
Approach value and benefits
Supporting facts and data
Players involved and their role
Business goals and user needs met
Building your business case
IDEA

30. “Active intent is the intent that is explicitly
described by the query syntax…You MUST satisfy
active intent immediately.”
@ajkohn
Active Intent

31. “Passive intent is the intent that is implicitly
described.”
@ajkohn
Passive Intent

32. Moz Keyword Explorer
http://answertheclient.com/assets/atp-dark-inline-9dc08e1790f7273b9aee6bcfa16580e9dda179dbea01081599f7d9a04f9ab112.png

33. Helps us understand from
where and on what device
Categorize into semantically related topics

34. Content for special circumstances

36. (Meta Mapping by @chris_corak)
Volume by phase in the journey

38. Satisfying passive intent in content

39. -28% decrease in bounce rates
+ 156% increase in people asking for a quote

40. trust
Building a business case for
collaboration builds and
uncovers hidden .potential
@REBEKAHCANCINO

41. 3 easy ways to practice
1) Ask a teammate about their work
2) Build a business case
3) Diversify your education
@REBEKAHCANCINO

42. EXPERTLY
EXERCISE EMPATHY.

43. BUSINESS
GOALS
CUSTOMER
NEEDS
Find balance

44. THINKING
DOINGFEELING
Start with context @danieleizans

46. Talk to real users, find ways to
better fit into their lives

47. USER + NEED + INSIGHT
An anxious mother
sending a grad gift
To feel
good about
her gift
choice
Once she sends the
berries she worries
about if her niece
will be there to
receive it, will they
spoil?
Uncover insight

48. Formulate a problem
statement, together

49. We believe that ___________ has ________________
and that ______________may solve this problem by
____________________ and _____________________.
We will know we have succeeded when
___________________and/or ____________________
reaches ___________________.
(USER) (PROBLEM)
(THIS SOLUTION)
(THIS ASPECT) (THAT ASPECT)
(QUANTATIVE MEASURE)(QUALITATIVE MEASURE)
(THIS LEVEL)

50. @AURASELTZER
This is Aura

51. INTERNAL
NEEDS
BUSINESS
GOALS
CUSTOMER
NEEDS

53. Core model together

56. 3 easy ways to practice
1) Try empathy mapping
2) Think “with” not “for”
3) Build a core model together
@REBEKAHCANCINO

57. DESIGN MEETINGS
DIFFERENTLY.

59. Hey, Joe!
@WORKJOESTEWART

60. MAKE SURE
INVITED WHEN AND
WHERE IT MATTERS MOST.
everyone’s

61. ALL THE DIFFERENT PEOPLE
WHO UNDERSTAND ALL THE
DIFFERENT PARTS OF
WHAT’S GOING TO MAKE A
PROJECT SUCCESSFUL

62. DESIGN AND DEVS
UX PEEPS
CONTENT STRATEGISTS
STAKEHOLDERS (USERS, TOO)
PRODUCT MANAGERS
CREATIVE DIRECTORS
and more!

64. “Part of why we’re actually able to undertake such
a big process so successfully is that we didn’t have
a wall that we tossed things back and forth over. It
was really very tight feedback loops. Very
collaborative.”
- Dean Cookson, VP CIO Virgin America

65. Work together. From anywhere.

66. Visualize decisions

68. 1) Get executives involved
2) Team up
3) Design a meeting differently
3 ways to encourage...
@REBEKAHCANCINO

69. And so...
JUST TO WRAP THINGS UP

70. COLLABORATION AND
CO-DEIGN ARE
TO BUILDING THE
INTERCONNECTED
EXPERIENCES OF THE future.
essential
@REBEKAHCANCINO

71. 1) BE HUMBLE
2) JUST JUMP IN
3) EXPERTLY EXERCISE EMPATHY
4) DESIGN MEETINGS DIFFERENTLY
Ways to champion openness
@REBEKAHCANCINO

72. Let’s do this

73. onwardand.co
@REBEKAHCANCINO
Thanks, y’all!