Making executives a fan of your SEO and content marketing program
The most successful content marketers are the ones that have executive buy-in for SEO and data sharing. Buy-in from your leadership can mean financial investment in your content marketing programs, but it can extend to your company’s culture and priorities. Many SEOs and content marketers complain that their company simply isn’t set up to support data-based marketing, but that buy-in from the C-suite would foster better data-sharing and communication across the organization.
Our executives are usually in busy positions that don’t get into the weeds of how marketing — especially back-end optimization marketing — works. Many execs know what they want when it comes to the look of the website or the language of a TV spot, but don’t have a grasp on why ensuring that SEO is part of their content marketing – and vital to their marketing toolkit. Luckily, a little discussion on impact usually goes a long way.
Lead with data
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A good starting point to get the attention of the executive team is to show data about the current state of your site, and to share areas where you see room for measurable improvement. Your executive team is focused on major goals and on your organization’s bottom line, so be clear about what you want to accomplish and how they can help. Execs tend to love data, so how can marketers use data to show that content marketing is the best way to increase ROI and get your product in front of new customers?
how is your content found
Before you ask your execs for help, ask yourself the following questions:
What do you want to accomplish, and what do you need from your leadership? Think of action items and takeaways. Knocking on someone’s door just to tell them an idea isn’t useful — figure out what you need.
How will a focus on content marketing benefit the organization? Have a couple clear statements in mind identifying what your C-Suite’s buy-in will accomplish. Back it up with data and research that you’ve already collected.
Who else is Team Content?
If you already have buy-in from lower-level managers, or the support of other execs, bring them into the conversation around your organization’s content plan.
Show that you know your weak points
There’s a lot of data going on in the content marketing world. As we’ve mentioned in previous episodes, we need to know what isn’t working about your current marketing strategy. Ideally, you’ll be able to gather data about various deliverables to test out medium, method, and message.
Think about how the channels that you’re using to distribute your messaging — everything from Google to Pinterest to your own site. Which of these channels performs best for you?
The method pieces include the types of content that you’re creating: videos, white papers, blog posts. Don’t confuse channels with content type, either — you want to be able to measure the two independently. If YouTube videos don’t perform well, the answer may not be to pivot away from video, but to place your videos on your own landing pages, Vimeo, or somewhere else.
Finally, think about the message you’re creating. Consider the tone, appearance, and feel of each of your deliverables. Older forms of marketing, like email marketing, lend themselves quite well to A/B testing — which subject line gets the most clicks? If you are able to text your message in a way that finds a best performer, consider applying that messaging to other areas of your marketing materials.
Understanding your target audience
Bring content marketing into the recruitment
The primary goal of most content programs is to create new customers — and your execs might think that possibilities in content marketing stop there. But, consider an issue like talent recruitment: many executives name recruiting and retaining top employees as a top issue facing their firms.
Content marketing can help your organization win at employee recruitment in two ways. First, the type and tone of content suggests a lot about your company, brand, and culture. Great branding helps potential recruits understand what your organization is about — and whether they’re interested in being a part of it. In addition, recruiters and HR pros often look at whether employees have researched the company as they make hiring decisions. So, giving interviewers something to research makes their job easier.
Make education a priority among your content marketing goals.
If you’ve decided to pick up the baton of organizational education about content marketing, you may feel as though you won’t be satisfied until you see massive change at your organization. But, depending on your org and industry, change can take time. If incremental change makes you crazy, re-educating your executive team might make you crazy — and you might be in the wrong organization. But, if you are willing to work through whatever red tape your company throws at you, you can start by setting goals to move the needle f
Found Conference: A Crossroad for Digital Marketing
If you are reading this post, you probably work in some part of the digital marketing industry. Whether it’s search, advertising, social, content, or any other discipline, you know that the only constant is change. In digital marketing, change happens fast. Not only is change the norm, but the various disciplines are more interconnected than ever before. The growing intersection of search, content, and social is driving innovation, opportunities, and challenges for all of us. At DemandSphere, we understand the importance of staying on top of the evolution of the industry. In an effort to do our part to help industry professional stay abreast of the latest developments, we held our first Found Conference in 2013.
Found Conference is a place to work together, finding common ground and growth among fellow industry professionals. We have held events in San Francisco, Tokyo, New York City, and Columbus. This year, we are holding another Found Conference on September 26th, in Columbus, OH. Found Conference is a great opportunity to learn about all the latest developments in the digital marketing space. It is also a great place to network with a wide variety of professionals that work in many different disciplines.
A Unique Format
As professionals working in the digital marketing industry, we’re all too familiar with large conferences. This format often results in schedule gaps and overlaps that make it difficult to see the speakers you’d like. Inevitably 2 speakers you’d like to see are speaking at the same time. Found Conference is different. This intimate, one-day event is a chance to namibia phone number library have conversations that matter and make a difference in your strategy. You will be able to see all speakers speak and will not have to make any choices.
Found Conference introduces a format that makes conversations happen. Here’s how it works, our speakers are selected from a variety of organization types, industries, and backgrounds. They are assigned topics, such as voice search or local content creation, and each is given five minutes and three slides to make their point. The audience is then given the following 15 minutes to discuss with the speakers the topic as a group. This is a much more engaging format than is offered at most conferences. We are excited about giving all attendees the opportunity to engage with our speakers.
Speakers
We have assembled a great group of speakers from a variety of different industries, companies, and disciplines.
Byron Hardie
Byron currently serves as the CMO of Tend.ly and has over 20 years of experience in the digital marketing industry.. Since then, he has focused on full-funnel marketing and communication.
Byron believes that over the years, the lines have slowly blurred between CX, product management, and marketing. Today, SEO and search marketing includes how users consume content, transverse and interact though an experience, and change their behavior based on relevant communication. Search algorithms now include personalization and user behaviors within contextualized query models.
Through all of the industry conferences, think-tanks, round tables, panel discussions, and executive summits Byron has attended or presented at, he has noticed that the problems businesses are having are fairly consistent no matter how big or small the company is. The core issue most businesses face when it comes to SEO and search marketing is driving and sustaining growth. To achieve this, businesses must carefully identify consumer need, map empathy, speak to their customers, and understand decision triggers.
Thomas Harpointer
Thomas founded AIS Media Inc. and currently serves as its CEO. AIS Media Inc. is one of Atlanta’s leading digital marketing firms. He is a recognized subject matter expert on digital marketing strategy development and execution. He has served as a keynote bank email list speaker at trade organizations, conferences, corporate events. His recognized expertise in the digital marketing industry has led to appearances on Fox Business, Bloomberg Television, CNN Radio, CNBC, The Advertising Show, The Today Show and many other TV and radio programs. Publications such as Wall Street Journal, USA Today, Forbes, CFO, AJC, Fortune, and Wired.
Thomas sets
AIS Media’s strategic direction and consults leading companies on digital strategy. He has led hundreds of digital marketing initiatives for clients ranging from start-ups to Fortune 500 corporations such as AT&T, Synovus Financial, Emory Healthcare, Wake Forest Innovations, Pfizer, and Maui Jim Sunglasses. With dozens of prestigious industry awards. His wide variety of experience enables him to bring valuable insights to almost a
