If you want to boost your web presence and achieve online success, combining your SEO and content marketing strategies is a must. Join ScribbleLive’s Christopher Hart and Christoph Trappe as they talk about how you can break down organizational silos and align SEO and content teams to ensure maximum impact. Read our recap here for more info: http://bit.ly/2jihuar

1. #SEJThinkTank
@chris_hart @CTrappe
Successful Companies
Combine SEO & Content For Bigger Wins
Christopher Hart and Christoph Trappe

2. • Introductions
• Market Opportunity
• Use Case Discussions
• Q&A
Agenda
ctrappe@scribblelive.com
Christoph Trappe
VP – Content Marketing Strategy
chris.hart@scribblelive.com
Christopher Hart
Head of Client Development, US - Search
#SEJThinkTank
@chris_hart @CTrappe

3. 1. Overall Marketing Strategy
2. SEO
3. Content Strategy/Production
4. Social Media
5. Other
#SEJThinkTank
@chris_hart @CTrappe
Poll 1
What best describes your role in your
organization’s marketing operation?

4. We live in a customer-driven world
#customerpower
#SEJThinkTank
@chris_hart @CTrappe

5. Their journeys change
#SEJThinkTank
@chris_hart @CTrappe

6. And it’s complicated
#SEJThinkTank
@chris_hart @CTrappe

7. The evolution of customer-driven
communications
Broadcast Media
1980’s
Internet 1.0
1990’s
Mobile & Social
2000’s
Content Experiences
Today
#SEJThinkTank
@chris_hart @CTrappe

8. Content Experiences fuel
the new demands of Marketing
#SEJThinkTank
@chris_hart @CTrappe

9. 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
#SEJThinkTank
@chris_hart @CTrappe

10. Competing on Content Experiences
Data driven Strategic Relevant Engaging Omni channel
#SEJThinkTank
@chris_hart @CTrappe

11. We believe content is the fourth dimension of
competition and the key differentiation opportunity
for today’s enterprise.
#SEJThinkTank
@chris_hart @CTrappe

12. EvaluationConsideration
Trigger Purchase
ADVOCATEADOPTION
THE
LOYALTY LOOP
Ebook
Microsite
White paper
Infographics
Case Study
Presentation
UGC
Social
Content
Video
Product
Guide
Product
Video
Own the Journey
#SEJThinkTank
@chris_hart @CTrappe

13. Use Case Discussions
Breaking Down Internal Silos
Build and Monetize Audiences
More Effective User Engagement
A Better Way to Create Content
#SEJThinkTank
@chris_hart @CTrappe

14. 1. Yes
2. No
3. Not Applicable
#SEJThinkTank
@chris_hart @CTrappe
Poll 2
Do your SEO and Content teams currently
collaborate?

15. Employee
• Requires them to be motivated
• Heavily reliant on tribal knowledge
• Systems disjointed
Individual Marketing Channels
and
Content Teams
Talent
=
Brand
• Challenge to keep all content updated
• Incomplete data
• Long ramp times
Breaking Down Internal Silos
Shorten ramp times – increase efficiencies
#SEJThinkTank
@chris_hart @CTrappe

16. Breaking Down Internal Silos
Shorten ramp times – increase efficiencies
Talent
Individual Marketing Channels
and
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
#SEJThinkTank
@chris_hart @CTrappe

17. Content
Team
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 Content
Data-driven strategy, integrated channels
#SEJThinkTank
@chris_hart @CTrappe

18. Content
Team
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
Data
Insights
Brief
Strategy & Workflow
Content Creation
Interest
Leads
$ Opportunities
Performance
Insight
Talent
Building and Monetizing Audiences Through Content
Data-driven strategy, integrated channels
#SEJThinkTank
@chris_hart @CTrappe

19. More Effective User Engagement
Implementing strategy and experiences
Sales
Demand Gen
Events Team
Marketing
Execs
Spreadsheet
Agencies
Freelance
Agencies
Freelance
Agencies
The Event
In person
Audience
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
?
#SEJThinkTank
@chris_hart @CTrappe

20. 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
Data
Insights
Demand Gen
Events Team
Sales
Marketing
Execs
Strategy & Workflow
Brief
Content Creation
Talent
The Event
Interactive / Live
Experience
In person
Audience
Social
More Effective User Engagement
Implementing strategy and experiences
#SEJThinkTank
@chris_hart @CTrappe

21. A Better Way To Create Content
Software & 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
#SEJThinkTank
@chris_hart @CTrappe

22. 1. Yes
2. No
#SEJThinkTank
@chris_hart @CTrappe
Poll 3
Are you interested in learning about the tools we
use to help brands and agencies with SEO and
content?

24. #SEJThinkTank
@chris_hart @CTrappe
Image Sources
Slide 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