Do you speak brand?@brilliantnoise

Welcome to Brighton

SEO& brand marketing

SEO is a broad church

Splitters!

Data PR & content(Very) black hat

SEO vs ContentSEO vs SocialSEO vs PRSEO vs UX SEO vs CreativeSEO vs Customer SEO vs Insight

And social likes to play that game too

My time capsulefriend

SEO + Brand(SEO + Content) (SEO + Social) (SEO + PR)(SEO + UX) (SEO + Creative)(SEO + Customer) (SEO + Insight)

IntegratedEarned Media

But I’ll come back to that...

SEO weakened whenUndersoldMis-soldWrong buyersIT & E-commerceNot implemented

A bigger market opportunity

It’s not monopoly

The brand spendmarket correction

The correction starts at 20%

And it will grow

SEO as brand marketing

What do CMOswant?

Deliver value to empowered customersFoster lasting connectionsCapture value, measure results

Source: IBM Global CMO survey

What ever happened tothe database of intentions?

Luckyseven

Shows the discoverygap...

SEO isEarned Media

Stock & flow

http://brilliantnoise.com/nokiapaper

Model first published Harvard Business Review

Customer decision journeys

Bond

Advocate

Enjoy

Buy

Evaluate

Mckinsey & Co’s Consumer Decision Journey Model

Consider

IntegrateEarned Media

NOTa coalition

A full on merger

Gives us some career paths?

T-shape

Equal-shape

Table-shape

Squares

Also gives access to some otherbudgets...

Investing inGood contentFresh content Fast content Useful content

That’s why we do things likeStorystream

SEO selling to brand marketing

Speaking theirlanguage

BenefitsCustomersStories Reach Insights

SEO is...distributioncustomer insightpromotionmedia

Have an SEO storyWhat does it do?Why does it matter?How can you buy.

Segment your marketing audience... EdgeEarlyCore

Model first published Harvard Business Review

If in doubt...

Bond

Advocate

Enjoy

Buy

Evaluate

Mckinsey & Co’s Consumer Decision Journey Model

Consider

Download the paper at

htt://brilliantnoise.com/nokiapaper

Ta-dah!