Turning the Aircraft Carrier: Driving Change in the Large Enterprise (#CZLNY)

Turning the Aircraft Carrier: Driving Change in the Large Enterprise (#CZLNY)

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I’ve been eagerly awaiting this session since interviewing Eric Enge of Stone Temple Consulting a few weeks ago. Today, Eric and Sean Kainec of Home Depot are talking about how to change how SEO is perceived in an enterprise environment.  How is SEO perceived? Well, version one is it’s done in a dark closet, it’s black magic, it’s sketchy. Or, version two, you’re the “keyword people.” What keywords do I need to put on my page? (ok that’s it, thanks, now go away). Or, version three: You want keywords, title tags, meta…

Ready, Set, Integrate: Data-Driven Email (#CZLNY)

Ready, Set, Integrate: Data-Driven Email (#CZLNY)

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People get too many emails. Their second complaint about email marketing? The email content isn’t relevant to the recipient. You need to personalize your emails, and data helps you do that. That’s the theme of the ClickZ New York session by Allison Kell, marketing manager at the Credit Union of New Jersey. There are three stages of email marketing you need to know. Stage 1: Ice Breaker DON’T SELL. This first stage is about getting to know them, and listening. Have a two-way conversation. Have them tell you what they…

The Magic of Mobile (#CZLNY)

The Magic of Mobile (#CZLNY)

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John Shehata, executive director of search at ABC News,  has 90 slides to finish in 35 mins. Let’s go! Mobile usage is overtaking desktop for the first time in history. Google is designing for mobile-first and applying for desktop. And they’re scaring users now by saying “This site isn’t mobile friendly.” Are your users being scared away? Quick intro thoughts: Matt Cutts told us last year mobile search would exceed PC. We’re there. Search is the #1 content discovery tool for mobile users. Mobile rankings – old news. Ranking changes…

Digital Innovation at the White House (#CZLNY)

Digital Innovation at the White House (#CZLNY)

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It’s time for Day 2 at ClickZ Live New York! The morning’s kicking off with Leigh Heyman, director of new media technologies at the White House. While leading the technical team, he works closely with the digital marketing/content-focused experts at the White House, and he immediately stresses the need for those two teams to work together. His keynote focuses on two digital marketing approaches – event-driven and long-term – with the same goals: engagement. 2015 State of the Union Digital Strategy For the 2015 State of the Union, his team…

How Can Analytics Better Inform Content? (#CZLNY)

How Can Analytics Better Inform Content? (#CZLNY)

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Ian Walsh, CMO of Trackmaven, reminds us that content has become modern marketing’s fuel. Along the way, a lot of technology has come along – content production tools, workflow tools, distribution tools, and analytics and attribution tools (not to mention the many social channels themselves). But… 63% of B2C and 61% of B2B marketers don’t think their content is effective (all stats from Content Marketing Institute/MarketingProfs 2015 B2C/B2B Marketing Trends). The reality is that most content is failing. We don’t think this – we know it. TrackMaven tracks the success of…

Cutting Through the B2B Bulls*** (#CZLNY)

Cutting Through the B2B Bulls*** (#CZLNY)

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How do you develop a message that your customers will listen to? That’s the question Craig Coffey, marketing communications manager of Lincoln Electric, is answering today. In his job, he gets to make welding (and welding equipment) cool. He makes people interested in taking up welding as a hobby and a career. Because “welding is f*cking cool.” And people are really passionate about it. So, how do you get people interested in your (maybe not so obviously exciting) topic? Craig shows us a spec sheet. The 5th bullet of features…

The Four Laws of Content (in the New Content Economy) #CZLNY

The Four Laws of Content (in the New Content Economy) #CZLNY

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Content isn’t new. The media is what has changed. Content has had to morph to fit new environments. Laura Henderson of Mondelez International introduces us to a brand content spectrum, with “Message-Led” at one end (the traditional promotional messaging we’re used to) and “Context-led” at the other, which we’re seeing more and more of, with real-time marketing and reactive content (llamas on the run, anyone?). Attention is the new currency. We’re consuming more and more media every day. And our attention is shrinking. The average intention span has increased from 12 seconds…

The Power of Persuasion: Using Buyer Personas to Increase Relevance (#CZLNY)

The Power of Persuasion: Using Buyer Personas to Increase Relevance (#CZLNY)

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Search is traffic. We need traffic. But what’s better? More traffic? Better traffic? Both? Confused yet? Grant Simmons, vice president of search marketing at Homes.com, wants us to define “better.” Personas are a tool to help in strategy development, tactical execution and measurement of outcomes. They help us inform who we want to reach – and who we want paying attention to our brands. Personas are dummy users who represent hypothetical groups of people our business wants to reach. We create personas that are: Defined by their goals Delineated by their motivations…

Ultimate Engagement: The Power of Data-Driven Storytelling (#CZLNY)

Ultimate Engagement: The Power of Data-Driven Storytelling (#CZLNY)

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ClickZ New York’s opening keynote started the morning off well. Now, my pick for sessions today is “Ultimate Engagement: The Power of Data-Driven Storytelling,” with Dr. Jon Roberts of About.com. With a PhD in theoretical high energy physics and previous studies in dark matter, I’m pretty intrigued to hear about his transition to being the director of data sciences for About.com’s content. The first question he had to answer at About.com – “Why did we hire a dark matter physicist?” Physics is all about predicting the future from messy, time…

“Sustainability, Storytelling & Social Media” (#CZLNY)

“Sustainability, Storytelling & Social Media” (#CZLNY)

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Good morning and welcome to Day 1 of ClickZ Live New York! I’m excited to be liveblogging sessions all day today and tomorrow from the front row. Grab a cup of coffee and stay with us for updates here - follow along on Twitter for more.   Today’s opening keynote is from Tim Goudie, director of social media and sustainability at The Coca-Cola Company (“The Man with the Sustainability Plan” is his introduction). Fittingly enough, that’s exactly what we’re covering this morning. Coca-Cola has over 500 brands worldwide, 180 of which…

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