ibm webinar and content management
DESCRIPTION
IBM is leading the way in getting "found" online and is moving from old school SEO to new use of Content Marketing. I host this very unique webinar.TRANSCRIPT
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©2013 Third Door Media, Inc.
The Evolution of SEO Managers into Online Marketers
Moderator:
Rand Schulman, Independent Consultant, Digital Executive
Panelists:
Pete Dudchenko, VP Product Management, Rio SEO
James Mathewson, Global Search Strategy Lead, IBM
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©2013 Third Door Media, Inc.
Viewing Tips
Turn Off Pop-Up Blockers Technical difficulties?
Click on “Help?” link Use Q+A box
Submitting questions to speaker Q+A session at end of webcast Use “Ask a Question” box to submit
questions Send questions at any time #DMDwc
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©2013 Third Door Media, Inc.
Today’s Presenters
Pete Dudchenko, VP Product Management, Rio SEO
Rand Schulman, Independent Consultant, Digital Executive
James Mathewson, Global Search Strategy Lead, IBM
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©2013 Third Door Media, Inc.
Rand Schulman
Digital Pioneer – Web Analytics – Co founder WAA
Founder of Web-Analytics company, Keylime Software, later acquired by Yahoo
Lead marketing and products at Webtrends & WebSideStory
Published Academic & Strategic Advisor
Speaker Intro
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©2013 Third Door Media, Inc.
Convergence Marketing & Relevance Bubbles
Social
Search
PPCSEO
Content
Local Print
Mobile
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©2013 Third Door Media, Inc.
Marketing Is Evolving – Why Now?
CPUCPU CloudCloud SoftwareSoftware BIG DataBIG Data
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©2013 Third Door Media, Inc.
The New 4Ps of Marketing – Convergence Of People, Platform, Process around a Purpose
Pe
ople
Platform
Process
Pu
rpo
se
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©2013 Third Door Media, Inc.
People: New Marketing New Roles
ContentEngineer
GrowthHacker
}{
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©2013 Third Door Media, Inc.
Process: Search/Content Is Now Influenced Cross-Channel
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©2013 Third Door Media, Inc.
Purpose: A Clear Measureable Purpose Needs to be Established
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©2013 Third Door Media, Inc.
Platform: And You Need Integrated Applications to Get You There
SEO
SEM
SOCIAL
OFFLINE
COMMERCE
Segmented Marketing
SEO
SEM
SOCIAL
OFFLINE
COMMERCE
New Age Marketing
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©2013 Third Door Media, Inc.
Pete Dudchenko
VP Product Management, Rio SEO
7+ Years Experience in the SEO and Online Marketing industry
14+ Years in Software Development building enterprise level
products
Involved with Covario/Rio SEO since the company inception
Speaker Intro
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©2013 Third Door Media, Inc.
From SEO Manager to Online Marketer
SEOManager
OnlineMarketer
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©2013 Third Door Media, Inc.
Content Inspiration & Keyword Research
Predictive Search across Search & Video
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©2013 Third Door Media, Inc.
Discover Opportunity In Search, Links & Social Media
Discover Opportunity Across Organic, Social, Video & Links
Built-In “Project-Based” Keyword Categorization
Easily Find Current Content/Page for New Keywords
Integrates with Rio Search Analytics or Easily Export Data
International Search & Language Support
Rio SEO Keyword Discovery Automation
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©2013 Third Door Media, Inc.
Content Promotion
Social Promotion
Gamification
Local Distribution
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©2013 Third Door Media, Inc.
James Mathewson
Global Search Strategy Lead, IBM
18 years of digital strategy excellence--connecting web audiences with relevant content
Seven years as EIC and search lead for IBM--consult, educate and enable IBM web development teams to create more relevant, high quality, and findable content; helped increase IBM's lead revenue from organic visitors by over $2B per year
Speaker Intro
Lead author of "Audience, Relevance, and Search: Targeting Web Audiences with Relevant Content" (2010, IBM Press)
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©2013 Third Door Media, Inc.
Challenges with Content Discovery
8K Core words our target audience cares about according to Google
100s Of pages on IBM for every keyword
1 Targeted page due to Panda’s ‘one page per domain’ rank
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©2013 Third Door Media, Inc.
Day In The Life @ IBM
Inside-out messaging Generic Messages Content pushed to audience Content Disrupts audience Short-term campaign Third Person Content Press Releases
Before Technology
Outside-In messaging Personal audiences Audience pulled to content Content Intercepts audience Perpetual campaigns First Person Stories Socially Promoted Content
After Technology
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©2013 Third Door Media, Inc.
Technology Streamlined Our Global Approach
ContentIt’s not just about code
ReportsBuild complementary content
CollaborationContent, Listening, Outreach
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©2013 Third Door Media, Inc.
Technology’s Influence On Global Marketing
RESEARCH + SOCIAL + WORKFLOW + STRATEGY + 450K USERS
1 Keyword Research Tool
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©2013 Third Door Media, Inc.
http://digitalmarketingdepot.com [email protected]#DMD
http://www.rioseo.com
NextDMD webcast
NextDMD webcast
Questions?
Effective “Big Data” Management = Successful Online MarketingDate: Tuesday- May 14, 2013 1:00PM EDT (10:00AM PDT)