#SEJThinkTank @chris_hart @CTrappe

Successful Companies Combine SEO & Content For Bigger Wins

Christopher Hart and Christoph Trappe

• Introductions• Market Opportunity• Use Case Discussions• Q&A

Agenda

ctrappe@scribblelive.com

Christoph TrappeVP – Content Marketing Strategy

chris.hart@scribblelive.com

Christopher HartHead of Client Development, US - Search

#SEJThinkTank @chris_hart @CTrappe

1. Overall Marketing Strategy2. SEO3. Content Strategy/Production4. Social Media5. Other

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Poll 1What best describes your role in your organization’s marketing operation?

We live in a customer-driven world #customerpower

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Their journeys change

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And it’s complicated

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The evolution of customer-driven communications

Broadcast Media 1980’s

Internet 1.0 1990’s

Mobile & Social

2000’s

Content Experiences

Today

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Content Experiences fuel the new demands of Marketing

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The Content Experience Economy

71% of buyers begin their purchase journeys by using a search engine

The average B2B purchase has 5 stakeholders, each with different content needs

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Competing on Content Experiences

Data driven Strategic Relevant Engaging Omni channel

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We believe content is the fourth dimension of competition and the key differentiation opportunity

for today’s enterprise.

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EvaluationConsideration

Trigger Purchase

ADVOCATEADOPTIONTHE

LOYALTY LOOP

EbookMicrosite

White paper

Infographics

Case Study

Presentation

UGC

Social Content

Video

Product Guide Product

Video

Own the Journey

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Use Case Discussions

Breaking Down Internal SilosBuild and Monetize Audiences

More Effective User EngagementA Better Way to Create Content

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1. Yes2. No3. Not Applicable

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Poll 2Do your SEO and Content teams currently

collaborate?

Employee

• Requires them to be motivated• Heavily reliant on tribal knowledge• Systems disjointed

Individual Marketing Channelsand

Content TeamsTalent

=Brand

• Challenge to keep all content updated• Incomplete data• Long ramp times

Breaking Down Internal SilosShorten ramp times – increase efficiencies

#SEJThinkTank @chris_hart @CTrappe

Breaking Down Internal SilosShorten ramp times – increase efficiencies

Talent

Individual Marketing Channelsand

Content Team

Employee

• Personalized content tailored to role• Easy to consume & relevant• Updated real time

Brand

• Applies across multiple disciplines i.e. sales, product marketing, HR, engineering etc.

• Increase revenues• Puts employees on rapid path to success• Increased productivity and employee’s speed to value

X

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ContentTeam

Spreadsheet

Internal

Agency/Freelance

Distribution

Audience• Disconnected messaging leads to confusion• Content doesn’t speak to “me”• No way to truly engage

Brand• Content creation happening in silos• Lack of transparency across teams• Wasted resources, budget

Building and Monetizing Audiences Through ContentData-driven strategy, integrated channels

#SEJThinkTank @chris_hart @CTrappe

ContentTeam

Audience

• Consumes content that adds value• Multiple opportunities to engage• Builds relationship with brand

Brand

• Data informs strategy, validates content ideas• Strategic content creation• Integrated channels serve business objectives

DataInsights

Brief

Strategy & Workflow

Content Creation

InterestLeads

$ OpportunitiesPerformance

Insight

Talent

Building and Monetizing Audiences Through ContentData-driven strategy, integrated channels

#SEJThinkTank @chris_hart @CTrappe

More Effective User EngagementImplementing strategy and experiences

Sales

Demand Gen

Events Team

Marketing

Execs

Spreadsheet

Agencies

Freelance

Agencies

Freelance

Agencies

The Event

In personAudience

Audience

• Limited opportunity to engage with content, brand• Social experience is out of context

Brand

• Lack of central strategy leaves key stakeholders out of the loop• Audience, customer reach is limited to in person attendees

Social

?

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Audience

• Attendees are able to interact, in person and virtually• Consistent content experiences, across all channels

Brand

• Key stakeholders are central to success of event• Central strategy drives consistent content and messaging• Maximized audience reach and engagement

DataInsights

Demand Gen

Events Team

Sales

Marketing

Execs

Strategy & Workflow

Brief

Content Creation

Talent

The Event

Interactive / Live Experience

In personAudience

Social

More Effective User EngagementImplementing strategy and experiences

#SEJThinkTank @chris_hart @CTrappe

A Better Way To Create ContentSoftware & Talent to maximize the creative process

Agencies & Freelancers

Agencies & Freelancers• Numerous people & process hurdles• People overhead + additional cycles = $$$

Content Experience Platform• Strategic creative brief + collaborative

platform to streamline process• Spend $ on experienced, specialized talent

Internal Content Team

Content Experience Platform

Creative Development & Production

Creative Development & Production

Creative Development & Production

Internal Content Team• Content strategy often overlooked• Internal distractions lead to long project timeframes

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1. Yes2. No

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Poll 3Are you interested in learning about the tools we use to help brands and agencies with SEO and

content?

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Image SourcesSlide 3. https://www.pexels.com/photo/aerial-photography-of-city-during-daytime-529621 Slide 5. https://www.bigstockphoto.com/image-4266226/stock-photo-online-shopping Slide 6. https://www.pexels.com/photo/aerial-photography-of-concrete-bridge-681347 Slide 7. https://www.pexels.com/photo/folded-newspapers-158651 Slide 8. http://sourcethestation.com/wp-content/uploads/2016/01/iu-2.jpeg Slide 9. https://i.ytimg.com/vi/qj-BLx922OI/maxresdefault.jpg Slide 10. https://www.bigstockphoto.com/image-193006684/stock-photo-paris%2C-france-january-27%2C-2017-%3A-man-using-a-laptop-and-performing-a-search-on-the-search-engine-g https://www.bigstockphoto.com/image-167335241/stock-photo-professional-group-of-millenials-in-conference Slide 11. https://www.bigstockphoto.com/image-163654553/ Slide 12. https://www.bigstockphoto.com/image-202801870/stock-photo-polar-star-%28pole-star%29-and-north-celestial-pole