Jeff Selig
  VP Earned Media & Analytics
  Overdrive Interactive
 

During this session we heard from Jeff Selig, the VP Earned Media & Analytics of Overdrive, and Brian Moore, the Director for Client Services at BrightEdge. They spoke about some of the metrics that executives want to see and how to make the value of SEO clear to those on the board or in the C-suite.

  Alex Volk
  Director of Traffic and Content Strategy
  Microsoft

Alex Volk, the Director of Traffic and Content Strategy at Microsoft, described a 4-step process for content optimization. 1. Assess key opportunities, consumer needs, and evaluate the competition. 2. Analyze the data needed to find key opportunities and current site stats. 3. Gain insights into traffic and content. 4. Execute and develop the core content needed.

  Jonathan Schmucler
  Global Expert, Branded Content Strategy
  YouTube

Jonathan Schmucler, Global Expert and Branded Content Strategist at YouTube, spoke about his framework for understanding how people digest content. Bite-sized material is only 5-6 seconds and reinforces a key message. Snack-length is 15-30 seconds and conveys a key message. Meal-length content is longer, but not traditionally available on TV, and builds equity for the brand. Each requires different storytelling methods. Understanding your goals can help you develop the best way to tell your story.

  David Langrock
  Sr. Director, Marketing Services
  Groupon

David Langrock, Senior Director of Marketing Services at Groupon, spoke about how content and ecommerce can work together. Content can be found in product descriptions, reviews, merchant tips, and details. You can use the BrightEdge Data Cube to find keywords and create engaging, useful content applicable to your unique customers.

  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.

   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.

 
  Dan Toplitt
  Associate Director, SEO
  Resolution Media

Dan Toplitt, the Associate Director of SEO at Resolution Media, delved into cross-channel content and uncovering the metrics that matter. He described four key components of a holistic content marketing program: insights, content, distribution, and measurement.

 
  Eric Baudais
  SEO Campaign Analyst II
  PennWell

Eric Baudais, the SEO Campaign Analyst II at PennWell spoke about gaining insights from combined data. When Google stopped providing keyword data, they had to take a more holistic approach to their sites. Using BrightEdge, they were able to identify content gaps and move forward with an effective strategy.

 
  Jaimee Stauffer
  SEO and Content Marketing Strategist
  Citrix Systems, Inc.

Jaimee Stauffer, the SEO and Content Marketing Strategist at Citrix Systems, Inc, spoke about going from insight to action and using data to drive results. Realizing that users need different types of information at each funnel level, they were able to meet that need and produce a workable framework that led to success.

 
  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.