SMX West 2016 - Search, Content and Digital Marketing Maturity Frameworks

#SMX #23A3 @BrightEdge @BradMattick

How To Shift From Practitioners To Organizational Leaders

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Removing the barriers to search, content and digital marketing success Search, Social and Content Marketing

Maturity Structuring For Digital Marketing Success

Search, Social and Content Marketing Maturity

Structuring For Digital Marketing

Success

Brad Mattick, VP of Marketing and

Products


More than 2.7 zettabytes of digital data exists today

The growth of data is fueling this convergence

Over 92% of global data has been produced by YOU - search, social and content marketers - in the last 2 years

Search, social and content channels have converged


http://pennystocks.la/internet-in-real-time

#SMX #23A3 @BrightEdge @BradMattick4 I

Awareness Consideration Intent Decision

The majority of the buying process is happening online3.2 billion internet users44% of the population is online

67% of the buyers journey is online 75% of budget is spent on digital


The opportunity

Organic is the key driver of digital success

5%10%

34%

51%• Email• Display• Referred • Other

Organic search

Paid

Social

51%TrafficSourc

esIn a content marketing industry

forecastto become $300+ billion

industry inthe next 4 years (PQ media)


Siloed PractitionersOrganizational LeadersThe challenge

Driving digital performance


Mind your language

Practitioner LeaderSEO OrganicOrganic Search Organic ChannelKeyword Topic and ContentHow you rank Where your content performs online

Optimize for SEO Optimize to attract and convert more customersTraffic Attract customersBlended Rank / Universal Listings

If you do a search on Google, and see that some of the results are images, video, and more than text

SERP The sequence of results that show up for an Internet search query

Engagement , Conversion, Revenue, Business

Impact


Emerging Foundational Scaling High Performing Innovative

The Maturity Curve - Structuring for digital marketing successMaturity models are being developed across multiple disciplines utilizing;

Search success – As the key driverContent – As the catalystDigital transformation – As the key outcome



Search - random optimization of assets, paid search testing and technical focus on site building

Social - limited to individuals Twitter, Facebook and LinkedIn accounts, no distinction between personal and business accounts

Content- focus on offline and traditional publishing, content is used for sales support activity

The Maturity Curve – Emerging level



Search –technical driven, algorithmic responsive SEO, paid search centric with organic channel benchmarking

Social – business social accounts set up, experimentation and amplification of basic content

Content- online content produced by individual contributors, limited to one channel

The Maturity Curve – Foundational level



The Maturity Curve – Scaling levelSearch – organic and paid search strategies run in synergy, testing and refinement, organic takes the lead

Social – utilized to amplify search and content marketing initiatives, monitoring and listening functions established

Content- optimized at point of creation, performance and measurement becomes priority



The Maturity Curve – High performing levelSearch – organic positioned at the center of all online marketing efforts, search (inc paid) intelligence utilized to fuel cross channel digital activity

Social –informing search and content strategies, utilized cross functionally (PR, customer service, recruitment)

Content- optimized and mapped to the customer journey, distributed effectively, performance attributed and measured



Search – driving product, PR, customer and sales strategies, digital strategy

Social – driving meaningful interactions with customers, prospects and influencers

Content- driving hyper personalized content that performs across omni channels, fully integrated into all digital channels

The Maturity Curve - Innovative level


Case Study 1: Microsoft - Search maturation journeyUnderstood organic channel value

Invested in this core team Identified revenue opportunities

and evangelized the results Synergized content and social

efforts Presented the successes of the

program at their internal digital marketing summit

Business units bought into the process Integrated search across the whole Microsoft digital business

With the generated interest more Business Units bought into the process and they scaled across the company – Today 350 people now attend their Digital Content summit


Case Study 2: Tiffany & Co – Content performance and global scaling maturationStandardized how they reported performance across their digital marketing channels

Content performance became the key metric of success

Drove significant impact across their core categories in the US. The story of growth was shared across the organization using reports measuring business impact

Multiple Global markets decided to mirror the model and standardize on the same reporting and workflow

Tiffany & Co. now has multiple international properties supported by their core team


Case Study 3: Marriott – Integrated digital marketing campaign maturation Transformation of their enterprise from “just a hotel company” into “the world’s favorite travel company.”

S0urce, Marriott, Alex Edlund- Share15


Case Study 4: Wiley – Digital transformation and organizational innovationTransformation from a 208 year old traditional publishing company to a leading global provider of content and content enabled services

SHIFTING MINDSETS: executive commitment to continuous digital performance improvement

SHIFTING SKILLSETS: tiered search, social, content and digital skills training (process & tech)

FOCUSING: on marketing as a revenue center

Digital products and services now represent 60% of its $1.82

billion (2015) revenue


Mind set Holistic, pro-active, aspirational, results focused, left and right brained thinking

Skill setSpecialist and generalist, business acumen, relationship management

Language Do not under value what you do, talk ahead of the curve ……

Top tips – Shifting from Practitioners to Leaders


Emerging Foundational Scaling High Performing

Innovative

Initial investments in search, social and contents channel

Core teams scale and align with exec champion; evangelism beginning across marketing org with a few “BU” wins; some common KPIs launched; technology standardizing

Strong cross-org support from execs to front line; consistent workflow & execution across org; “global” standards for digital metrics, technology

Dedicated resource(s), tracking basic metrics and delivered some early successes

Integrated digital departments and strategy across marketing disciplines that affect core revenue outcomes; culture of testing and innovation

Re-cap: The Maturity Process

Search – the driver of successContent - the catalystDigital Transformation – the outcome


1. Benchmark where you are on the curve- organization, function, individual

2. Evangelize your highest performing channels3. Build relationships and process across all digital

functions – break down the silos4. Secure executive sponsors – talk business 5. Drive transformation of your digital organization

5 key takeaways - stay ahead of the curve


THANK YOUAdditional resources

Search Engine Land – The SEO Maturity Curve http://brtedg.co/217bL6l

Marketing Land – Wiley and Digital Transformation http://brtedg.co/1VkOf2

BrightEdge - Search needs better PRhttp://brtedg.co/1OePXfN


1,200+ customersThe Trusted Leader

in Content

Performance

Marketing

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