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CO202: The Content Management Cycle - Steve Krull

Sustainable Content Marketing Cycles

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  Steve Krull
  CFO
  Be Found Online

Steve Krull, the CEO and founder of Be Found Online, described how "sustainable content marketing" can be used to understand content promotion. "Solar" refers to shining light on existing content. "Wind" means creating momentum, and "water" describes pulling customers through the funnel.

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CO202: The Content Management Cycle - Steven Saltzman

Building Content with a Plan: Content with a Purpose

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   Steven Saltzman
   Managing Editor
   Consumer Reports

 

Steven Saltzman, managing editor at Consumer Reports, spoke about the importance of having content with a plan and a purpose. It is no longer a "if you build it [they will come]" scenario. Now brands need to plan ahead to ensure that their content meets user demand.

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CO204: The Search, Social and Content Marketing Trifecta - Chris Attewell

From SEO to Online PR – how we evolved our organization

 

 
  Chris Attewell
  SVP Americas, Search Laboratory
  Search Laboratory

 

Chris Attewell, the SVP Americas at Search Laboratory, described the results that can be achieved when SEO and PR are brought together. When brands correctly factor PR into the rest of the marketing discipline, they can produce great results in key areas such as awareness, engagement, and market share. Attewell believes that brands should not let themselves get lost in flashy campaigns and lose sight of methods that have been shown to work, including link building.

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SEO Needs Better PR

SEO Needs Better PR

4 critical elements to evangelizing content performance marketing and securing visibility, support, and resources.

Elevating SEO and content marketing and marshaling resources is a common challenge in the community.

BrightEdge has analyzed the patterns of success for generating internal support and buy-in among more than 1,200 accounts through interaction, survey, and by synthesizing the content presented at Share conferences.

In this 30-minute webinar, VP of Marketing Demand Generation at BrightEdge, Erik Newton, will discuss the 4 critical elements to evangelizing content performance marketing and securing visibility, support, and resources.

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Opportunity Forecasting Demo

Understand how much more traffic and revenue can be made in improved rank positions

Opportunity Forecasting Demo

Understand how much more traffic and revenue can be made in improved rank positions

BrightEdge Customer Service Director Brian Moore will demonstrate how to use Opportunity Forecasting to understand the value of improving content performance for particular keywords or groups.

The technology allows users to input the conversion rate and value per conversion and models changes in rank based on the proprietary BrightEdge click curve. In other words, it shows how much more traffic and revenue can be made in improved rank positions. Knowing this information is critical to securing budget for the coming year.

The session will be co-hosted by Erik Newton, VP of Marketing Demand Generation at BrightEdge.

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3 Steps to Boost Content Marketing Results

Learn how to optimize your content for maximum performance

3 Steps to Boost Content Marketing Results

Learn how to optimize your content for maximum performance

Content production is great at face value, but ultimately, business results are what matter.

In order to justify continued investment, marketers need a systematic way to measure how their content performs, stacks up against the competition, and delivers quantifiable business impact.

In this 30-minute webinar you will learn the best ways to:

  • Identify high-value topics that will attract your target audiences
  • Optimize your content for maximum performance
  • Measure business results such as revenue, online conversions, and ROI

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Cabela’s Customer Journey Strategy: Right Content, Right Place & Time

Learn how Cabela's used BrightEdge to help map its content and associated keyword targets to its customer funnel.

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Cabela’s Customer Journey Strategy: Right Content, Right Place, Right Time

Learn how Cabela's used BrightEdge to help map its content and associated keyword targets to its customer funnel.

THE PROBLEM

cabelas customer journey funnelCabela’s is a national physical and online retailer of hunting, fishing, and camping gear. Jesse Farley, SEO manager for Cabela's, wants to develop and deploy content that guides customers through their journey to purchase and the use experience they sought. With a large catalog of products, Cabela’s needs to prioritize where to put the content marketing focus to maximize results.

THE SOLUTION

Farely describes a concept he calls “digital curb appeal” that engages his prospects. His content objective is attachment to the products and the brand. “You have to think about where they are in their buy cycle. Content takes a long time to do. You have to build it over time. I have been working on this for two years and I am nowhere near where I need to be.” BrightEdge enables him to demonstrate the effectiveness of content marketing and has allowed the SEO department to get budget that they’ve never really had before.

THE RESULTS

At the end of the day, “data never lies” and business is about increasing revenue, but it starts with good content getting distribution and engagement.

cabelas total organic keywords report

jesse farley cabelasPositioning is key. Content must have curb appeal. It must have something they can look at and say, ‘I want to do that. I want to be part of that.’
- Jesse Farley, Online Marketing Strategist, Cabela's

Request a demo of the BrightEdge platform today!

A Guide to Content Performance Marketing

BrightEdge SEO Blog
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A BrightEdger
A BrightEdger
M Posted 10 years 4 months ago
t 9 min read

Content production is great at face value, but ultimately, business results are what matter. Digital marketers are struggling to measure how their content performs, how it stacks up against the competition, and how it delivers quantifiable business impact. Content performance marketing is reaching a tipping point where in order to justify continued investment, marketers need a systematic way to measure and continually optimize its performance.a guide to content performance marketing for your business - brightedge

BrightEdge defines content performance marketing as “quantifiable metrics that allow marketers to measure direct business results such as revenue, online conversion and ROI.” In this complimentary whitepaper BrightEdge has partnered with digital marketing agency iProspect to produce a step-by-step guide to help marketers win in ‘a new era of content’. The paper shares content marketing best practices and guides marketers on how to:

  1. Identify and utilize primary channels that drive performance
  2. Understand your market, audience types, and target demand
  3. Create, optimize, and distribute content at scale
  4. Measure results

Download your free copy here

A New Era of Content

Develop Content that Measurably Performs

Develop Content that Measurably Performs – A New Era of Content

Marketers are investing more in content than ever before with 93 percent of companies saying they plan to maintain or increase investment next year. With no sign of content marketing slowing down, marketers work to create a steady pipeline of content and ensure that content engages and performs. 

The key 2016 imperative is to run content marketing by the numbers. Developing content that measurably performs in terms of traffic and conversions, requires the right approach, technology, and know-how.

 

Leverage our full whitepaper to maximize the success of your content.

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Michael Thomas, Noble Studios on BrightEdge Platform

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