#MozCon 2015 - Day One Recap & Coverage
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This document contains quotes and advice from speakers at the MozCon 2015 conference around topics like content strategy, marketing, personalization, and analytics. Some of the key points include: marketers are shifting to branded/paid content; content strategy should answer questions like why, how, when for the content; remarketing works best with a frequency of 2-3 ads per day; and personalization is important to avoid a one-size-fits-all approach on the web. Effective use of analytics, email, meetings and time were also discussed.
![The one-size-fits-all web is dead… and lazy.
“
Email and remarketing] are proven channels to
get people to do what you want them to do,
and you need to start personalizing them.
hmny.co/mozcon15
Cara
Harshman](https://image.slidesharecdn.com/mozcon2015-dayone-150714000107-lva1-app6891/85/MozCon-2015-Day-One-Recap-Coverage-20-320.jpg)
#MozCon 2015 - Day One Recap & Coverage
- 1. All of the best quotes, stats, tools, and more!
- 2. Rand Fishkin In 2015, survey respondents in the Moz industry survey spent more time on brand strategy, content curation, managing people, PR, and social – but less time on link building. hmny.co/mozcon15
- 3. Good marketing makes people make decisions that they’re unconscious of. Every time your brand slips up, it’s a distraction from that. hmny.co/mozcon15 Dana DiTomaso
- 4. When you’re writing a brand strategy, start with what the brand isn’t. It’s easier for people to say “that’s not us.” hmny.co/mozcon15 Dana DiTomaso
- 5. A lot of companies expect their customers to be loyal to them, but they are not loyal to their customers. hmny.co/mozcon15 Dana DiTomaso
- 6. Kristina Halvorson Content strategy is about answering not just what, but why, how, when, for whom, by whom, with what, where, how often, and what’s next. hmny.co/mozcon15
- 7. Kristina Halvorson There are four parts to getting strategy done. 1. Assessment, analysis, and strategy 2. Architecture and editorial: content and structure piece 3. Implementation: how do we get it done? 4. Maintenance: what do we do next? hmny.co/mozcon15
- 8. Kristina Halvorson If you want to get buy-in for content strategy, focus on the pain points. Where does it hurt, and where can content strategy deliver a smart solution? hmny.co/mozcon15
- 9. 79% of marketers are shifting to branded or paid content. NYT paid post was 35% of their shares in the vertical. Users didn’t just read it, they shared it, even though it was an ad. NPR paid post was 55% of their shares in the vertical. No one cares if content is paid or sponsored if it’s good. hmny.co/mozcon15 Matthew Brown
- 10. Old Content Promotion: get all the links and shares to the hub. New Content Promotion: Publish to all the streams that work for your audience. hmny.co/mozcon15 Matthew Brown
- 11. Every site and brand could have a different secret sauce. It takes 12-17 months to figure this out. Content programs are not usually something that’s going to work in the first 90 days. hmny.co/mozcon15 Matthew Brown
- 12. Duane Brown Remarketing is a marathon, not a sprint. Keep your daily frequency to 2-3 ads per day to avoid brand fatigue. hmny.co/mozcon15
- 13. Easy SEO tip using PPC data: Identify your content gaps - see where paid search is the only entrance path and adjust SEO accordingly for more organic traffic. hmny.co/mozcon15 Stephanie Wallace
- 14. Analytics is hard – it’s a bit of a data black hole. We collect a lot of data, it kind of just sits there, and we don’t know what to do with it. hmny.co/mozcon15 Adrian Vender
- 15. Just a small handful of things that are easier to track with Google Tag Manager: • Content scrolling. • Outbound links. • YouTube and Vimeo. • URL Fragments (i.e., AJAX pages) hmny.co/mozcon15 Adrian Vender
- 16. Marta Turek Quick ways to stop wasting time in meetings: • Decline meetings with no clear agenda. • Avoid last minute invites. • Avoid 30-min gaps between meetings. • Block off your own 2-4 hour work invites in your calendar. hmny.co/mozcon15
- 17. Marta Turek Stay focused to use time more effectively: • Switch off all pings, popups, & notifications. • Do not check email. It takes 20 minutes to get back to the level of focus you had after a distraction. • Time yourself - understand how long work actually takes. hmny.co/mozcon15
- 18. Marta Turek Email is not a storage container. It’s a shipping container. Email is where information goes to die. hmny.co/mozcon15
- 19. Marta Turek Use email more effectively: • Use more detailed subject lines. You’ll see this reciprocated. • You don’t always need to send an email. Instead, you want to move your communication to the relevant platform. • Use a shared Google doc to collaborate on and house agendas. You’ll also keep your meeting notes there. hmny.co/mozcon15
- 20. The one-size-fits-all web is dead… and lazy. “ Email and remarketing] are proven channels to get people to do what you want them to do, and you need to start personalizing them. hmny.co/mozcon15 Cara Harshman
- 21. B2B SaaS? Quick personalization idea: • Give larger potential customers a higher touch CTA – “Request A Demo”. • Give SMB potential customers a lower- touch CTA – “Try it Now” hmny.co/mozcon15 Cara Harshman
- 22. A framework for web personalization: • Figure out who to target. • Decide what to show them. • Prioritize your testing efforts. hmny.co/mozcon15 Cara Harshman
- 23. Prioritizing your web personalization has 3 components: 1. The potential business impact 2. Technical effort to execute 3. The requirements to sustain it hmny.co/mozcon15 Cara Harshman
- 24. Marty Weintraub If your audience is large enough, focus on combining two root behaviors to further segment. For example, people with mortgages from 2000-2008 who are also veterans. hmny.co/mozcon15
- 25. Marty Weintraub New expectations for the modern marketer: If you spend any time or money on sending traffic to a URL, you need to hand that over to a performance marketer via cookie pool. hmny.co/mozcon15
- 26. Marty Weintraub Just like brand terms are a brand asset, so are our curated lists of audiences that we’ve built from customer profiles & traffic to our website. We call these owned audience cookie pools. hmny.co/mozcon15
- 27. Marty Weintraub If you’re going to retarget everyone that comes to your website, why not retarget the ones that are rich and love to buy that shit? hmny.co/mozcon15
- 28. Marty Weintraub If you’re not willing to segment your creative, you need to ask yourself why you’re bothering with segmentation in the first place. hmny.co/mozcon15