It’s been a crazy first day here at MozCon thus far! We had the master of all things digital and Moz guru himself, Rand Fishkin, kick off the festivities in style with a rousing introduction (well as “rousing” as he could since he had lost his voice). He had some impressive things to say about our industry and where it’s headed.
- Things are definitely changing and SEO and content marketers need to get ready to “disrupt” their own business models. Google does it, Facebook does it and so should you.
- Google is showing fewer ads on average but charging more for them. Is this a bias to quality or quantity? What ramifications does this have for user experience and SEO?
- Mobile is HUGE but still hasn’t cannibalized desktop traffic.
- Google = 90% of the market.
- Facebook = 90% of all social media referrals (wowza!)
- What’s the future hold? Is it apps?
- Apps and SERPs (Search Engine Results Pages) present a whole new customer base for SEOs and marketing agencies.
- 65% of smartphone users have not downloaded any additional apps than what came with their phone. Not sure about you, but where I’m from that’s what we call opportunity knocking.
Here is the link to his slide deck: Rand’s Presentation
Particularly enlightening was Duane Brown from Unbounce‘s talk on “delightful re-marketing.” During the presentation we learned the importance of making re-marketing a part of your marketing strategy, particularly these few points on keeping your re-marketing “delightful” (a.k.a. not creepy):
- Frequency – don’t give prospects brand fatigue. 2 to 3 impressions per day is enough.
- Age – segmenting by age is a huge deal (don’t show ads to people who won’t convert)
- Location – target where your business does best. It’s like a game of Risk. 80/20 (Tim Ferriss would be proud)
As we’re now at the midway point of 2015, it’s becoming clearer and clearer that this is essential to your overall marketing mix.
Here is Duane’s deck if you are interested in checking it out (highly recommended): Link
Another interesting presentation was given by Kristina Halvorson from Brain Trust about content strategy. It’s maybe something that many marketers (and small business owners) think they know about, but there is no strategy other than “make more content.” She cut right to the heart of the matter when she pointed out that all of the work we are doing is pretty much “pointless” because it’s really not tied to the ultimate goals of generating leads, it’s just for traffic.
My biggest take-aways from Kristina’s presentation were:
- Cut the bullshit – focus on the strategy and content that will generate leads, not a phony metric like “engagement.”
- Engagement is a lousy metric (shares, likes, etc). It doesn’t do anything to express intent (it’s more like a high five).
- Content that addresses a specific need or task (this normally includes not-so-sexy topics like how to solve a problem, how to make a decision, etc), is what is called for as that’s what gets people down the funnel, and that’s what we are all supposed to be focused on doing in the first place!
Here is a copy of her slide deck: link
There were a few other speakers with key take-aways I wanted to make sure I mentioned:
Matthew Brown did a great job talking about content strategy and had some interesting strategies I want to personally check out more of including the fact that:
- Sponsored content can perform as well as organic content (including social shares!)
- Tie your messaging and content to recent and relevant events and news
- Great content campaigns take around 12 – 17 months to bear fruit and that scares the hell out of the c-suite (and is the reason most people quit before they see ROI)
- Here is his slide deck
Dana DiTomaso did a bang-up job and I totally see why Moz selected her to be the first speaker! She has a way of presenting that effectively uses storytelling and really grabs your focus. I really liked what she had to say about brands and branding.
Some key points I wrote down:
- Your brand is your promise. (If you go with us, “this” is what is going to happen/be your experience)
- Humans like consistency (it’s why chain restaurants make skrillz)
- Good marketing just “feels right” (ain’t that the truth!)
- This had me LOL: “Good marketing is when people say they don’t believe in advertising while they are drinking Coca-Cola.”
- We all need brand strategy. Brand strategy is the future of marketing.
- Here is a copy of her slide deck.
There were a few more good presentations I’d love to get into but frankly, I’m tired and need a beer (or 2 (or 3)) so I’ll link to their slide decks and try and update this post later:
- Stephanie Wallace / The Perfect Pair: Using PPC Data to Influence SEO
- Adrian Vender / Tracking Beyond the Pageview
- Marta Turek / Too Busy to Do Good Work
- Cara Harshman / Online Personalization that Actually Works
- Marty Weintraub / Ultimate Search and Social Mashup: Expertly Curate Owned Audience Cookie Pools with Marty Weintraub
After a great first day, I think it’s safe to say that everyone is ready to mix and mingle this evening at the #MozCrawl pub crawl. Let’s just hope everyone actually makes it to day 2. Something about the pervasiveness of beer fridges that seem to be sneaking into agencies these days tells me it might be easier said than done. Hopefully Moz-branded aspirin will be in our swag bag tomorrow.
Now about that beer…