In 2013, I had the good fortune to share insights on the integration of digital marketing and PR at over 25 events online and off.
From San Francisco to New York to London, Madrid and Moscow, marketers all over the world are in search of answers on how to plan, integrate, implement and measure coordinated marketing messaging across multiple channels. I’d like to think TopRank Online Marketing helped move some people in the right direction.
Growing tactical expertise is essential, but understanding the customer universe and their buying experience is even more important in today’s always on, always connected, digital world. The power of influence no longer belongs to the few as social technologies and networks have begun to democratize the ability to publish, engage and inspire.
Looking over the year’s presentations on integrated digital marketing and public relations on our Slideshare account, I’ve picked out the top 5 according to our 12,000+ followers there to share with you as a review and also what to look forward to in 2014.
This presentation from SES New York speaks to the evolution of content marketing from quantity to quality to experience. Creativity storytelling in content marketing is essential to stand out and create engagement with buyers in a way that they can feel, not just understand intellectually. Customer empathy is important, but so is brand leadership. So far this presentation has had just under 20,000 views on Slideshare.
One of the most enjoyable and well received keynotes I’ve done was for the PDX Communicators Conference in Portland, Oregon on integrating digital marketing and public relations. Yes, Voodoo Donuts were involved as well as insights into how PR pros can leverage digital marketing for customer targeting, which marketing skills to grow, how to find common ground between PR and marketing and measurement. Just over 18,000 views on Slideshare and growing.
Another keynote presentation I had some fun with is this presentation on the Future of SEO in a Social Content World given at the OMWeek SearchDay event in Madrid, Spain. The main points in this deck support the transition from SEO-only marketing to SEO as an integrated marketing approach that optimizes for customers first. Find out customers’ questions along the buying cycle and then answer them with content that’s easy to find and share. For a niche audience, this presentation attracted views from all over the world and is just over 17,000 views on Slideshare.
My presentation at NMX Blogworld earlier this year was named one of the top 5 and is part of the reason I’ll be giving part of the opening keynote at NMX in 2014. The title of the presentation, War of Words: Myth-Busting Social Media, SEO & Content Marketing, was crowdsourced with you, our community. By understanding the customer journey and how people discover, consume and act on information, marketers can make better choices about content, optimization, engagement and offers. Social Media effectiveness is best measured for what it delivers: an assist, not just a direct response mechanism. Slideshare has this presentation at a solid 13,500 views and counting.
I was fortunate to travel all the way to Moscow, Russia to deliver a social media marketing workshop and this presentation that focused specifically on B2B social media: B2B Social Media Success: 10 Tips and Trends for 2014.
When optimizing for the buyer’s journey in B2B, each content object must be accountable to attract, engage and convert at some level. All content does not need to convert to a lead, but at least contribute to the next step in the buying cycle. Creating value for buyers on both a personal and professional level through social media (B’s are people too) helps B2B marketers better engage with target audiences. B2B social media also requires patience – it’s a much longer sales cycle. With over 11,000 views on Slideshare so far, this presentation intended for a small group in Moscow has reached interested marketers from many other parts of the world.
On the TopRank Slideshare account, we publish ebooks as well as presentations and this eBook created in partnership with the awesome folks at Content Marketing World on Content Marketing was our most popular ebook of the year, attracting over 61,000 views.
I hope you find this collection of presentations on integrating digital markeing tactcs and the convergence of marketing and public relations useful. These topics will only continue to grow in 2014, especially as marketing evolves as an integrated discipline from multi-channel to omni-channel. Being the best answer or solution for customers wherever they may be influenced requires and integrated effort and continuous testing, learning and optimization.