CO202: The Content Management Cycle - David Langrock
How Content and Ecommerce Work Together
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.
CO202: The Content Management Cycle - Steve Krull
Sustainable Content Marketing Cycles
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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BE302: Creative Storytelling & Evangelizing Success: Selling Ideas and Building Business Cases - Amy Shipman
Problems, Solutions and Influence
Amy Shipman
Global Digital Go-to-Market Strategist
HP
Amy Shipman, the Global Digital Go-to-Market Strategist at HP, spoke about the importance of problem solving in business success. She also emphasized the importance of taking a holistic view of marketing to reach digital goals.
Share16 - BE302: Creative Storytelling & Evangelizing Success: Selling Ideas and Building Business Cases - Amy Shipman
BE302: Creative Storytelling & Evangelizing Success: Selling Ideas and Building Business Cases - Michel Kant
Scaling In-House SEO by Integrating in the Org One Small Step at a Time
Michel Kant
SEO Manager
Staples Europe
Michel Kant, the SEO Manager of Staples Europe, explained his 5-point plan for in-house SEO. He believes that increasing understanding in the business, making goals tangible, and sharing success make it possible to have a leap of faith and reach your goals.
Share16 - BE302: Creative Storytelling & Evangelizing Success: Selling Ideas and Building Business Cases - Michel Kant
BE303: Digital Career Success Stories: From Practitioner to Organizational Leader - Jairus Mitchell
Corralling Chaos, The Open-Source Way
Jairus Mitchell
Program Manager - SEO
Red Hat
Jairus Mitchell, the Program Manager of SEO at Red Hat, told us about the challenges of getting SEO buy-in at an open source company. He said the best way to get people on board is to be a teacher and spokesperson and not portray optimization as magic.
Share16 - BE303: Digital Career Success Stories: From Practitioner to Organizational Leader - Jairus Mitchell
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.
Download webinar assets now.
SEO Needs Better PR Webinar Assets
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.
Download webinar assets now.
Opportunity Forecasting Demo Webinar Assets
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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3 Steps to Boost Content Marketing Results Webinar Assets
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.
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
Cabela’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.
Positioning 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
Cabelas Customer Journey Case Study
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.