©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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Today’s Presenters

Pete Dudchenko, VP Product Management, Rio SEO  

Rand Schulman, Independent Consultant, Digital Executive

James Mathewson, Global Search Strategy Lead, IBM

©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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Convergence Marketing & Relevance Bubbles

Social

Search

PPCSEO

Email

Content

Local Print

Mobile

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Marketing Is Evolving – Why Now?

CPUCPU CloudCloud SoftwareSoftware BIG DataBIG Data

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The New 4Ps of  Marketing – Convergence Of People, Platform, Process around a Purpose

Pe

ople

Platform

Process

Pu

rpo

se

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People: New Marketing New Roles

ContentEngineer

GrowthHacker

}{

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Process: Search/Content Is Now Influenced Cross-Channel

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Purpose: A Clear Measureable Purpose Needs to be Established

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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

©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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From SEO Manager to Online Marketer

SEOManager

OnlineMarketer

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Content Inspiration & Keyword Research

Predictive Search across Search & Video

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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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Content Promotion

Social Promotion

Gamification

Local Distribution

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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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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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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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Technology Streamlined Our Global Approach

ContentIt’s not just about code

ReportsBuild complementary content

CollaborationContent, Listening, Outreach

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Technology’s Influence On Global Marketing

RESEARCH + SOCIAL + WORKFLOW + STRATEGY + 450K USERS

1 Keyword Research Tool

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Effective “Big Data” Management = Successful Online MarketingDate: Tuesday- May 14, 2013 1:00PM EDT (10:00AM PDT)