#‘oh this series and it’s author is full of harmful content that is spreading dangerous propaganda?
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lmao the fact that they’re announcing a h*rry p*tter reboot series really shows how little people actually care about all of the communities jkr has damaged (or is currently damaging)
#(damaging isn’t the right word to explain it but it’s the best i’ve got. words hard.)#it’s just such a slap in the face move#‘oh this series and it’s author is full of harmful content that is spreading dangerous propaganda?#i hear you loud and clear but unfortunately this series is also a money making machine#and that’s more important to us than the lives of people in marginalised communities. sorry’#anyway. i hope the series flops and costs jkr heaps of money.#tw harry potter#tw jk rowling#just checked and apparently this has turned up in the hp tag#read another book. pretty please.
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A Strange Start - Madilton
A/N: This turned out longer than I was expecting haha! It’s a bit vague about being a Marvel AU, but I’ll probably write something a lot more explicitly Marvel in another fic in this series I’m doing to make up for this. Hope y’all enjoy! ^_^
James Madison stared down at the newspaper in front of him. His mouth was set in a hard line as he looked at the disgusting drivel that was spread across the front page. He didn’t know why he had thought better of humanity, if even for a second. In bold font the headline read, “Another mutant attack in NYC. When will the government finally take a stand?” Below it the article went on to shit on mutants, immigrants, and basically all other minorities. It was almost impressive how all of that was fit into the trash that some had decided to call journalism. The author of this disgusting drivel was one Samuel Seabury, a terrible bigoted man that couldn’t write anything actually worthwhile. It didn’t come as a surprise to James, seeing as he had been unfortunate enough to read some of his previous work. An angry sigh left his lips as he ran a hand over his face. Reaching for his cup of tea to calm down rage flowing through his system his eyes drifted shut in contemplation. Someone had to put this imbecile in his place. After all, his uneducated opinions were doing so much harm to his community. He wouldn’t let something like this stand. How to bring the other man to his knees, now that was the real question.
With a loud bang James’ front door slammed open and then shut, which caused James to tense. Setting down his tea he let energy flow to his hands. If however it was was looking for a fight, he would be ready to give them one. It wasn’t something that James did often, fighting that is, but he knew how to use his powers when need be. Now it was starting to look like one of the times that he needed to fight. Familiar fast footsteps sounded through the apartment. Upon realizing who it was, James relaxed into his seat. There was only one person that James had ever known to be able to make his steps sound that aggressive.
He was proved right when Alexander Hamilton came into sight and started yelling, “Who the fuck does Seabury think he is? I’m almost impressed with how at how much utter bullshit he writes. His ass must be jealous of the amount of shit his mouth is spewing 24/7!” As a fellow mutant, Alex was well known for his hatred of Seabury. It was a point that the two would often times find themselves lamenting about to each other. This had become so common that their respective friend groups no longer batted an eye when they were seen together. While they were on different sides of the political spectrum, they had found ways to still be civil. Unlike Alex and James’ best friend, Thomas Jefferson. Shaking his head, James picked up his tea and motioned for Alex to sit down. In typical Alexander Hamilton style, he flopped down as dramatically as humanly possible.
“I wouldn’t be surprised if he thought himself the king of England, what with how insane his writing shows him to be. It would explain why he thinks so highly of himself.” James drawled before taking a sip of tea. Alex’s response was leaning forward and laughing. It caused James’ heart rate to speed up with how cute he looked. He was lucking that his pockerface was ledgendary, otherwise the loving look that would’ve spread in its place could’ve given him away. As Alex finally opened his intelligent eyes they seemed to sparkled with mirth and James had to remind himself not to kiss him. Sometimes he forgot how close he always got to giving away his feelings when Alex was around. The man was dangerous.
“Someday I’m gonna write articles of my own that point out every single flaw in that fuckers logic. Mark my words Mady! He’ll be crying by the time I’m done with him” Alex shouted. James nodded his head in agreement and ignored the fluttery feeling that went through his stomach at being called Mady. He didn’t doubt for a moment that the young immigrant would take the world by storm someday, and the world would never be the same. Maybe, if he could find the right time to tell him, he would be by his side when that happened. As his boyfriend.
“You know,” Alex suddenly said as he straightened up, “we could make our own blog to complain about him and other assholes like him. I mean, you’re a skilled writer, I’m a skilled writer. Why not get into the swing of things now?” That stopped James short. Now that e thought about it… it wouldn’t be too out there to try. Sure, the blog might not get much attention from the general public, it was still a great way to vent their shared frustration. This was something that he could see greatly benefiting the both of them.
Clearing his throat he bluntly stated, “We’d have to do a lot of advertising to get people to even realize it exists, let alone get a following. On top of that, the two of us would have to be writing non-stop to push out enough content for a whole blog. Even if we brought others into work on it, we would still have to put a sizeable amount of time and effort into it. But I think the two of us can manage that.” At the end of his assessment, a small smile had taken shape on his face. Not only would he be getting to take down bigoted idiots, he would also get to spend more time with Alex. The whole thing would be a win-win situation for the man. A matching smile spread across the immigrants face at his response. It made James’ heart rate speed up again at his beauty. By now he shouldn’t have been so weak at a mere smile from Alex. Some day it was going to come back to bite him in the ass. Hopefully that day was far off.
“Mady,” Alex leaned closer to James as he spoke, “thank you! This means so much for me. God, I could kiss you!” It seemed that his poker face had reached it’s limit for the day as he became more visibly flustered. Not that this was anything new to James, however. After spending so much time with Alex the man knew what to expect. He knew that when Alex said something cute or flirty that he would end up melting. It was out of his control now. The only consolation was that Alex never noticed the reaction that he was causing in James. Or at least, that’s what usually happened. Currently, Alex’s focus was intent on his face and taking in every feature. Well, he was fucked.
“James… am I… making you uncomfortable? Shit, I am, aren’t I? Fuuuck, what did I do. Tell me and I’ll promise to never do it again!” Alex pleaded as he pulled James’ hand towards his chest. His face was full of such honest concern and anguish that it hurt for him to look at. For a moment, James did nothing. What should he tell him? Looking at Alex’s face, he realized what he should do. Shifting closer, he pulled his hand from Alex’s grasp and placed it on the side of his face. Then, he kissed him. Hard.
A startled noise left Alex’s mouth before he relaxed into him. It made his insides sing at the fact he wasn’t being pushed away. James’ arms wrapped around Alex’s waist as he deepened the kiss. He couldn’t believe that he was actually doing this, but like hell was he not going to give this kiss his all. Soon after he thought that, Alex’s arms found their way around his neck, bringing them even closer together. The whole experience felt like something out of a dream. It was so full of emotion that James was dizzy with it.
“Mady,” Alex pulled away with a breathless gasp, “please tell me this means I can call you my boyfriend. Because I really want you to be my boyfriend.” A soft smile spread across James’ face at that. God, James loved this man so much. Instead of answering he kissed the cute, ridiculous man with all his might. He pushed as much love as he could into it as his hands ran through the others hair.
Pulling away reluctantly James finally said, “Dear, of course this means you can call me your boyfriend. I’d be sorely disappointed if you didn’t.” The resulting smile that made it’s way onto his boyfriend’s, god he was so happy to call him that, face made James knees weak. Even just thinking of Alex as his boyfriend was making his insides mushy. This man would surely be the death of him. He was finding that he didn’t mind that in the slightest.
“You called me dear. Shiiittt… Mady, that’s too adorable!” Alex squeaked as his cheeks flushed a bright red. James watched on with adoration as Alex shoved his face into James’ chest to hide his face out of embarrassment. Why hadn’t he kissed this man sooner? Ah well, he was with him now. “Does this mean we get to call each other disgustingly cute nicknames in front of all our friends to the point where they want to throttle us? Jefferson is going to be so annoyed! What should I call you? I’m definitely still calling you Mady, but I should add some more into the mix. Maybe I should call you doudou or mon coeur? Oh! What about mon nounours? You’re a big softy after all. My big softy… Just the fact that I can say that is making me happy!” His cute boyfriend rambled. It was endearing to see him like this. But he was still interested in that blog, so he had to get back on topic.
“Alex, I’m sure we’ll have plenty of time to explore pet names. For now we should brainstorm some ideas for the blog. After we do that, we’ll decide on a time and place for our first date. I’m taking you somewhere nice as soon as I can.” James said, smiling at this beautiful man that was now his. Alex shifted to face James very reluctantly. His cheeks were still tinted red and his eyes absolutely sparkled, distracting James once more. The sweet smile on his boyfriend’s lips also did a lot to pull his mind elsewhere. Not that James truly minded all that much.
Suddenly Alex’s face broke out into a mischievous grin as he said, “We better get to work then. Cause I really want to go out with you soon.” Chuckling at the adorable man James nodded. While he knew they were both too distracted to truly get anything done today, they could at least get a few thing laid out and talk more later. After all, they would be spending a lot more time together now. The smile on his face spread at that as he listened to Alex start coming up with ideas. This was the start of something absolutely beautiful. To think, this all started because they were talking about Samuel fucking Seabury.
#madilton#james madison#alexander hamilton#they're mutants in this#hamilton#hamilton musical#marvel au#hamilton fanfic#one shot#crossposted on ao3#my writing#me actually finishing a fic quickly?#it's more likely than you think#glass boy writes
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The MozCon Virtual 2020 Final Agenda
Posted by cheryldraper
We're just about a month out from this year's MozCon and we couldn't be more excited! If you've never considered it before, it's high time you became acquainted with the idea of a "couchference" — a full-fledged conference held from the comfort of your home office space, real office space (depending on your local quarantine phase), or even your sofa.
On July 14th & 15th, we'll be charting brand-new territory with MozCon Virtual: with a choose-your-own-adventure two-stream show, robust opportunities for online networking, and some of the industry's top speakers, you're in for all the turbo-charged SEO education and peer interaction of in-person MozCon with none of the troubles of travel. Plus, at $129 per ticket (including full access to the professionally produced video bundle, a $350 value!) you'll access incredible marketing thought leadership at an unheard-of price:
Nab my ticket and video bundle for $129
And remember, this is a great opportunity for our friends around the world and those who aren't able to travel to experience the MozCon magic live! If this will be your first time attending, we'd love to hear what talk you're most excited for in the comments.
Read on to see what your favorite industry leaders are speaking on this year!
Tuesday, July 14th
8:30am – Networking
Open time for attendees to connect with other attendees and MozCon partners.
9:00am – Keynote – Welcome to MozCon Virtual 2020 + State of the Industry
Sarah Bird, CEO of Moz
Sarah has a storied history of kicking MozCon off with a bright, sparkly bang. The fearless leader of Moz will be welcoming each and every one of us to this year's virtual event, laying out all the pertinent details of the conference, and setting the tone for two jam-packed days of learning with a look at the State of the Industry.
9:25am – Keynote – Thought Leadership and SEO: The 3 Key Elements and Search Ranking Strategies
Andy Crestodina, Co-founder and CMO, Orbit Media
Everyone wants to do it, but no one really knows what it is. So what is thought leadership? What isn’t it? And how does it affect search rankings?
This presentation is a data-rich perspective on the oh-so-popular topic of thought leadership, filled with practical takeaways for becoming an authority. And it’s all about the relationship between thought leadership and SEO. We’ll see how the research answers the questions and informs the tactics: Can brands be thought leaders? Can it be outsourced? Do you need to publish research? Or strong opinion? And how does it attract links and authority, rankings, and qualified visitors? Learn how a personal brand combines with content to drive big wins in SEO.
10:20am – Stream 1 – Great Expectations: The Truth About Digital PR Campaigns
Shannon McGuirk, Head of PR & Content, Aira
In her talk, Shannon will challenge the desire for virality over consistency when it comes to digital PR and link building campaigns, while exploring the impact on the industry, team morale, and client expectations. By honestly sharing her own shortcomings, she'll push you to learn from your own campaign failures using tried and tested frameworks that’ll mean you can face any creative campaign or outreach struggle head-on.
10:20am – Stream 2 – Whatever You Do, Put Billboards in Seattle – Getting Brand Awareness Data from Google
Robin Lord, Consultant, Distilled
How can you harness the vast power of Google data to gain special insight into city- and product-level brand awareness? Robin will lead us on a journey through his Google Trends methodology to use Adwords search volume data for better brand intelligence.
11:15am – Stream 1 – How to Build a Global Brand Without a Global Budget
Phil Nottingham, Brand and Video Marketing Strategist, Phil Nottingham Ltd.
As funnel-based marketing becomes less effective and harder to measure, "building a brand" is frequently touted as the panacea for all marketer's woes. But it's unclear how this can be achieved scalably and with a limited budget. Large enterprises resort to huge creative advertising campaigns that get their names out there by force of spend alone — but this isn't realistic for the smaller companies and the number of impressions is not the number of people impressed. In this session, Phil explains how modern brands are built through advocacy more than awareness alone, offering a deliverable method of brand marketing to radically shake up your content strategy.
11:15am – Stream 2 – The Science of Seeking Your Customer
Alexis Sanders, Senior SEO Account Manager, Merkle
Users are at the core of everything we do in modern SEO. However, finding and understanding audiences can be daunting. Alexis will cover how to find your audience, share tools that are available for all price points, and show ways in which she’s found audience research to be useful as an SEO.
12:10pm – Birds of a Feather discussion groups
Connect and chat with like-minded marketers on a wide range of digital marketing topics!
12:55pm – Keynote – Moving Targets: Keywords in Crisis
Dr. Peter J. Meyers, Marketing Scientist, Moz
Too often, we take a once-and-done approach to keyword research, but Google changes at the pace of information, and that pace speeds up even more during a crisis. How do we do keyword research in fast-paced industries and during world-changing moments? Dr. Pete provides concrete tactics for adaptive keyword research and spotting trends as they happen.
1:45pm – Stream 1 – A Novel Approach to Scraping SEO Data
Rob Ousbey, VP Product, Moz
Throughout a decade in SEO consulting, Rob needed to extract data from websites on many an occasion. Often this was at scale from sites that didn't have an API or export feature, or on sites that required some kind of authentication. While this was primarily a way to collect & combine data from different SEO tools, the use-cases were endless.
He found a technique that helped immensely, particularly when traditional tools couldn't do the job — but hadn't seen anyone using the same approach. In this very tactical session, Rob will walk through the steps he's used to extract data from all sorts of sites, from small fry to the giants, and give you the tools and knowledge to do the same.
1:45pm – Stream 2 – Let It Go: How to Embrace Automation and Get Way More Done
Francine Rodriguez, Manager of Customer Success, WordStream
Let the robot uprising begin! We've all heard horror stories about the dangers of automating your tasks, but now is not the time to deny yourself extra help. Robots never sleep. They don't get tired or overwhelmed by their to-do lists, and they're ready to work round-the-clock to accomplish whatever task we set before them. In this talk, you'll explore all the areas were automation is kicking butt in PPC — and how you can harness the power of robots to make more time for other efforts.
2:35pm – Keynote – Designing a Content Engine: Going from Ideation to Creation to Distribution
Ross Simmonds, CEO, Foundation
What does it take to develop a content engine that drives results? In this presentation, Ross will share data around the power of having a content engine, tools & strategies for content ideation, tools and tactics for content creation, and frameworks that brands can use to ensure that their content is distributed effectively after hitting publish. This presentation will help you not only uncover content-market fit, but also capitalize on it.
3:30pm – Networking
Open time for attendees to connect with other attendees and MozCon partners.
4:30pm — Day One is in the books!
Wednesday, July 15th
8:30am – Networking
Open time for attendees to connect with other attendees and MozCon partners.
9:00am – Welcome to Day Two!
Cyrus Shepard, emcee
9:10am – Keynote – Accessible Machine Learning Workflows for SEOs
Britney Muller, Senior SEO Scientist, Moz
"Machine learning" and "automation" aren't words SEOs need to fear. Machine learning enthusiast and ambassador of technical SEO Britney Muller shares a series of workflows intended for any SEO to access and use in their everyday work — no intimidation required.
9:55am – Stream 1 – How to Be Ahead of the (CTR) Curve
Izzi Smith, Technical SEO Analyst, Ryte
Let’s face it: Carrying out SEO magic is all in vain when you’re forgetting about how your brand and products are being surfaced in the SERPs. By not properly analyzing or enhancing our organic CTR, we're greatly limiting our potential. Izzi will help you create the perfect SERP engagement strategy by covering practical ways to uplift your significant CTR, such as remedying your critical keyword rankings that could soon be lost, leveraging brand-empowering entity features (and assessing the risks of doing so), more intelligent testing of rich & featured snippet optimizations, and a whole lot more. CTR-you-ready?? You better be!
9:55am – Stream 2 – How to Go Beyond Marketing for Clients: The Value of a Thriving Brand Ecosystem
Flavilla Fongang, Brand Strategist, 3 Colours Rule
Too many marketers serve their clients the bare minimum of what's expected from an agency. To stand out among the crowd, cultivate real loyalty, and maximize the lifetime value of your clients, you have to go beyond mere marketing — developing a thriving brand ecosystem that aligns with the brand's ultimate goals. Flavilla Fongang shares her tried-and-true framework for optimizing the customer journey, improving acquisition and retention, and going beyond what's expected to serve your clients well.
10:50am – Stream 1 – How to Promote Your Content Like a Boss
Brian Dean, Founder, Backlinko
Creating content is easy. But getting people to see your content? That's a different story. Brian Dean shares over a dozen practical strategies that you can use to spread the word about your latest blog post, podcast episode, or YouTube video.
10:50am – Stream 2 – Google My Business: Battling Bad Info & Safeguarding Your Search Strategy
Joy Hawkins, Owner, Sterling Sky Inc.
What's the harm in a little misinformation here and there? In the realm of local SEO, Joy Hawkins is here to outline exactly that. When it comes to local search and Google My Business, bad info can be make or break for your campaigns. Follow real data from a recent case study that illustrates why strategic decisions should be based on accurate information — and what can happen when that info is bad, wrong, or just plain incomplete.
11:45am – Birds of a Feather discussion groups
Connect and chat with like-minded marketers on a wide range of digital marketing topics!
12:10pm – Keynote – Runtime: The 3-Ring Circus of Technical SEO
Michael King, Managing Director, iPullRank
Mike redefined technical SEO and its importance in our industry back in 2016. In 2018, he taught us everything we didn't know about SEO. This year, he's back to share the hottest technical tactics to up-level your efforts, plus the case studies and data that should be guiding your decisions.
1:25pm – Stream 1 – Everyday Automation for Marketers
David Sottimano, Independent Marketing Consultant, Opensource.org
As a general rule, we shouldn't be doing things that a computer can do better. However, a lot of automation is achieved through programming expertise — and that expertise isn't usually a marketer's forte. In this session, you'll learn how to gather data, use machine learning, and automate everyday tasks for marketers using low-code or no-code solutions.
1:25pm – Stream 2 – Red Flags: Use a Discovery Process to Go from Red Flags to Green Lights
Dana DiTomaso, President and Partner, Kick Point
Ever get a few months into working with a new client and you’re thinking “if only we’d known…”? Or how about when you start that new job, except you can’t seem to make any forward progress because you’re always mopping up prior mistakes? Running a discovery process at the start of a project — or even as its own project — will help you turn those red flags into green lights.
2:20pm – Stream 1 – Competitive Advantage in a Commoditized Industry
Heather Physioc, Group Connections Director, Discoverability, VMLY&R
SEO isn't dead — it’s commoditized. In a world where search companies are a dime a dozen and brands tout bland "unique selling propositions" that aren't unique at all, how can you avoid drowning in the sea of sameness? What are you doing that's any different from every other SEO firm? In this talk, you'll learn how to find, activate, and articulate your competitive advantage. Learn how to identify unique strengths and innovative offerings that equate to competitive advantage through these real, working examples so you can bring them to life in search. You'll leave with actionable tips and homework to help your search business stand out — and that you can use with clients to help them find their competitive edge, too.
2:20pm – Stream 1 – I Wanna Be Rich: Making Your Consultancy Profitable
Russ Jones, Principal Search Scientist, Moz
How will your company weather the next update? How will you avoid layoffs and salary cuts? Being a master of SEO doesn't guarantee that your consultancy will succeed. After a decade and a half of experience, Russ Jones will outline the techniques that will keep your clients happy and your bottom line healthy.
3:10pm – Keynote – The CMO Role Has Been Disrupted: Are You Ready for Your New Boss?
Will Reynolds, Founder & Vice President of Innovation, Seer Interactive
CMOs have the shortest tenure in the c-suite, and the CMO role has been eliminated at some of the largest brands. CEOs are now asking tougher and tougher questions about the value of marketing — and oftentimes marketers are not prepared.
Connecting your data and building your data flywheel is one way to support the swift answers CEOs expect from their CMOs. We need to get stronger at bridging our day-to-day work to the value it drives. And more than ever, “brand lift” isn’t enough to satisfy CEOs.
This presentation will start at the top. How businesses are run, how CEOs talk, and how we as search marketers can use the data we have access to everyday in new ways to answer the questions of the c-suite and raise our visibility and value in organizations.
4:15pm – Networking
Open time for attendees to connect with other attendees and MozCon partners.
5:15pm – That's a wrap for MozCon Virtual 2020!
See you there?
Chatting with speakers via Q&A, connecting with peers and potential partners over Birds of a Feather groups, absorbing all the knowledge for another fruitful year of marketing... we can't wait to share it with you!
Yep, I'm going to MozCon Virtual!
Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!
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#blogger #bloggingtips #bloggerlife #bloggersgetsocial #ontheblog #writersofinstagram #writingprompt #instapoetry #writerscommunity #writersofig #writersblock #writerlife #writtenword #instawriters #spilledink #wordgasm #creativewriting #poetsofinstagram #blackoutpoetry #poetsofig
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The MozCon Virtual 2020 Final Agenda
Posted by cheryldraper
We're just about a month out from this year's MozCon and we couldn't be more excited! If you've never considered it before, it's high time you became acquainted with the idea of a "couchference" — a full-fledged conference held from the comfort of your home office space, real office space (depending on your local quarantine phase), or even your sofa.
On July 14th & 15th, we'll be charting brand-new territory with MozCon Virtual: with a choose-your-own-adventure two-stream show, robust opportunities for online networking, and some of the industry's top speakers, you're in for all the turbo-charged SEO education and peer interaction of in-person MozCon with none of the troubles of travel. Plus, at $129 per ticket (including full access to the professionally produced video bundle, a $350 value!) you'll access incredible marketing thought leadership at an unheard-of price:
Nab my ticket and video bundle for $129
And remember, this is a great opportunity for our friends around the world and those who aren't able to travel to experience the MozCon magic live! If this will be your first time attending, we'd love to hear what talk you're most excited for in the comments.
Read on to see what your favorite industry leaders are speaking on this year!
Tuesday, July 14th
8:30am – Networking
Open time for attendees to connect with other attendees and MozCon partners.
9:00am – Keynote – Welcome to MozCon Virtual 2020 + State of the Industry
Sarah Bird, CEO of Moz
Sarah has a storied history of kicking MozCon off with a bright, sparkly bang. The fearless leader of Moz will be welcoming each and every one of us to this year's virtual event, laying out all the pertinent details of the conference, and setting the tone for two jam-packed days of learning with a look at the State of the Industry.
9:25am – Keynote – Thought Leadership and SEO: The 3 Key Elements and Search Ranking Strategies
Andy Crestodina, Co-founder and CMO, Orbit Media
Everyone wants to do it, but no one really knows what it is. So what is thought leadership? What isn’t it? And how does it affect search rankings?
This presentation is a data-rich perspective on the oh-so-popular topic of thought leadership, filled with practical takeaways for becoming an authority. And it’s all about the relationship between thought leadership and SEO. We’ll see how the research answers the questions and informs the tactics: Can brands be thought leaders? Can it be outsourced? Do you need to publish research? Or strong opinion? And how does it attract links and authority, rankings, and qualified visitors? Learn how a personal brand combines with content to drive big wins in SEO.
10:20am – Stream 1 – Great Expectations: The Truth About Digital PR Campaigns
Shannon McGuirk, Head of PR & Content, Aira
In her talk, Shannon will challenge the desire for virality over consistency when it comes to digital PR and link building campaigns, while exploring the impact on the industry, team morale, and client expectations. By honestly sharing her own shortcomings, she'll push you to learn from your own campaign failures using tried and tested frameworks that’ll mean you can face any creative campaign or outreach struggle head-on.
10:20am – Stream 2 – Whatever You Do, Put Billboards in Seattle – Getting Brand Awareness Data from Google
Robin Lord, Consultant, Distilled
How can you harness the vast power of Google data to gain special insight into city- and product-level brand awareness? Robin will lead us on a journey through his Google Trends methodology to use Adwords search volume data for better brand intelligence.
11:15am – Stream 1 – How to Build a Global Brand Without a Global Budget
Phil Nottingham, Brand and Video Marketing Strategist, Phil Nottingham Ltd.
As funnel-based marketing becomes less effective and harder to measure, "building a brand" is frequently touted as the panacea for all marketer's woes. But it's unclear how this can be achieved scalably and with a limited budget. Large enterprises resort to huge creative advertising campaigns that get their names out there by force of spend alone — but this isn't realistic for the smaller companies and the number of impressions is not the number of people impressed. In this session, Phil explains how modern brands are built through advocacy more than awareness alone, offering a deliverable method of brand marketing to radically shake up your content strategy.
11:15am – Stream 2 – The Science of Seeking Your Customer
Alexis Sanders, Senior SEO Account Manager, Merkle
Users are at the core of everything we do in modern SEO. However, finding and understanding audiences can be daunting. Alexis will cover how to find your audience, share tools that are available for all price points, and show ways in which she’s found audience research to be useful as an SEO.
12:10pm – Birds of a Feather discussion groups
Connect and chat with like-minded marketers on a wide range of digital marketing topics!
12:55pm – Keynote – Moving Targets: Keywords in Crisis
Dr. Peter J. Meyers, Marketing Scientist, Moz
Too often, we take a once-and-done approach to keyword research, but Google changes at the pace of information, and that pace speeds up even more during a crisis. How do we do keyword research in fast-paced industries and during world-changing moments? Dr. Pete provides concrete tactics for adaptive keyword research and spotting trends as they happen.
1:45pm – Stream 1 – A Novel Approach to Scraping SEO Data
Rob Ousbey, VP Product, Moz
Throughout a decade in SEO consulting, Rob needed to extract data from websites on many an occasion. Often this was at scale from sites that didn't have an API or export feature, or on sites that required some kind of authentication. While this was primarily a way to collect & combine data from different SEO tools, the use-cases were endless.
He found a technique that helped immensely, particularly when traditional tools couldn't do the job — but hadn't seen anyone using the same approach. In this very tactical session, Rob will walk through the steps he's used to extract data from all sorts of sites, from small fry to the giants, and give you the tools and knowledge to do the same.
1:45pm – Stream 2 – Let It Go: How to Embrace Automation and Get Way More Done
Francine Rodriguez, Manager of Customer Success, WordStream
Let the robot uprising begin! We've all heard horror stories about the dangers of automating your tasks, but now is not the time to deny yourself extra help. Robots never sleep. They don't get tired or overwhelmed by their to-do lists, and they're ready to work round-the-clock to accomplish whatever task we set before them. In this talk, you'll explore all the areas were automation is kicking butt in PPC — and how you can harness the power of robots to make more time for other efforts.
2:35pm – Keynote – Designing a Content Engine: Going from Ideation to Creation to Distribution
Ross Simmonds, CEO, Foundation
What does it take to develop a content engine that drives results? In this presentation, Ross will share data around the power of having a content engine, tools & strategies for content ideation, tools and tactics for content creation, and frameworks that brands can use to ensure that their content is distributed effectively after hitting publish. This presentation will help you not only uncover content-market fit, but also capitalize on it.
3:30pm – Networking
Open time for attendees to connect with other attendees and MozCon partners.
4:30pm — Day One is in the books!
Wednesday, July 15th
8:30am – Networking
Open time for attendees to connect with other attendees and MozCon partners.
9:00am – Welcome to Day Two!
Cyrus Shepard, emcee
9:10am – Keynote – Accessible Machine Learning Workflows for SEOs
Britney Muller, Senior SEO Scientist, Moz
"Machine learning" and "automation" aren't words SEOs need to fear. Machine learning enthusiast and ambassador of technical SEO Britney Muller shares a series of workflows intended for any SEO to access and use in their everyday work — no intimidation required.
9:55am – Stream 1 – How to Be Ahead of the (CTR) Curve
Izzi Smith, Technical SEO Analyst, Ryte
Let’s face it: Carrying out SEO magic is all in vain when you’re forgetting about how your brand and products are being surfaced in the SERPs. By not properly analyzing or enhancing our organic CTR, we're greatly limiting our potential. Izzi will help you create the perfect SERP engagement strategy by covering practical ways to uplift your significant CTR, such as remedying your critical keyword rankings that could soon be lost, leveraging brand-empowering entity features (and assessing the risks of doing so), more intelligent testing of rich & featured snippet optimizations, and a whole lot more. CTR-you-ready?? You better be!
9:55am – Stream 2 – How to Go Beyond Marketing for Clients: The Value of a Thriving Brand Ecosystem
Flavilla Fongang, Brand Strategist, 3 Colours Rule
Too many marketers serve their clients the bare minimum of what's expected from an agency. To stand out among the crowd, cultivate real loyalty, and maximize the lifetime value of your clients, you have to go beyond mere marketing — developing a thriving brand ecosystem that aligns with the brand's ultimate goals. Flavilla Fongang shares her tried-and-true framework for optimizing the customer journey, improving acquisition and retention, and going beyond what's expected to serve your clients well.
10:50am – Stream 1 – How to Promote Your Content Like a Boss
Brian Dean, Founder, Backlinko
Creating content is easy. But getting people to see your content? That's a different story. Brian Dean shares over a dozen practical strategies that you can use to spread the word about your latest blog post, podcast episode, or YouTube video.
10:50am – Stream 2 – Google My Business: Battling Bad Info & Safeguarding Your Search Strategy
Joy Hawkins, Owner, Sterling Sky Inc.
What's the harm in a little misinformation here and there? In the realm of local SEO, Joy Hawkins is here to outline exactly that. When it comes to local search and Google My Business, bad info can be make or break for your campaigns. Follow real data from a recent case study that illustrates why strategic decisions should be based on accurate information — and what can happen when that info is bad, wrong, or just plain incomplete.
11:45am – Birds of a Feather discussion groups
Connect and chat with like-minded marketers on a wide range of digital marketing topics!
12:10pm – Keynote – Runtime: The 3-Ring Circus of Technical SEO
Michael King, Managing Director, iPullRank
Mike redefined technical SEO and its importance in our industry back in 2016. In 2018, he taught us everything we didn't know about SEO. This year, he's back to share the hottest technical tactics to up-level your efforts, plus the case studies and data that should be guiding your decisions.
1:25pm – Stream 1 – Everyday Automation for Marketers
David Sottimano, Independent Marketing Consultant, Opensource.org
As a general rule, we shouldn't be doing things that a computer can do better. However, a lot of automation is achieved through programming expertise — and that expertise isn't usually a marketer's forte. In this session, you'll learn how to gather data, use machine learning, and automate everyday tasks for marketers using low-code or no-code solutions.
1:25pm – Stream 2 – Red Flags: Use a Discovery Process to Go from Red Flags to Green Lights
Dana DiTomaso, President and Partner, Kick Point
Ever get a few months into working with a new client and you’re thinking “if only we’d known…”? Or how about when you start that new job, except you can’t seem to make any forward progress because you’re always mopping up prior mistakes? Running a discovery process at the start of a project — or even as its own project — will help you turn those red flags into green lights.
2:20pm – Stream 1 – Competitive Advantage in a Commoditized Industry
Heather Physioc, Group Connections Director, Discoverability, VMLY&R
SEO isn't dead — it’s commoditized. In a world where search companies are a dime a dozen and brands tout bland "unique selling propositions" that aren't unique at all, how can you avoid drowning in the sea of sameness? What are you doing that's any different from every other SEO firm? In this talk, you'll learn how to find, activate, and articulate your competitive advantage. Learn how to identify unique strengths and innovative offerings that equate to competitive advantage through these real, working examples so you can bring them to life in search. You'll leave with actionable tips and homework to help your search business stand out — and that you can use with clients to help them find their competitive edge, too.
2:20pm – Stream 1 – I Wanna Be Rich: Making Your Consultancy Profitable
Russ Jones, Principal Search Scientist, Moz
How will your company weather the next update? How will you avoid layoffs and salary cuts? Being a master of SEO doesn't guarantee that your consultancy will succeed. After a decade and a half of experience, Russ Jones will outline the techniques that will keep your clients happy and your bottom line healthy.
3:10pm – Keynote – The CMO Role Has Been Disrupted: Are You Ready for Your New Boss?
Will Reynolds, Founder & Vice President of Innovation, Seer Interactive
CMOs have the shortest tenure in the c-suite, and the CMO role has been eliminated at some of the largest brands. CEOs are now asking tougher and tougher questions about the value of marketing — and oftentimes marketers are not prepared.
Connecting your data and building your data flywheel is one way to support the swift answers CEOs expect from their CMOs. We need to get stronger at bridging our day-to-day work to the value it drives. And more than ever, “brand lift” isn’t enough to satisfy CEOs.
This presentation will start at the top. How businesses are run, how CEOs talk, and how we as search marketers can use the data we have access to everyday in new ways to answer the questions of the c-suite and raise our visibility and value in organizations.
4:15pm – Networking
Open time for attendees to connect with other attendees and MozCon partners.
5:15pm – That's a wrap for MozCon Virtual 2020!
See you there?
Chatting with speakers via Q&A, connecting with peers and potential partners over Birds of a Feather groups, absorbing all the knowledge for another fruitful year of marketing... we can't wait to share it with you!
Yep, I'm going to MozCon Virtual!
Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!
0 notes
Text
The MozCon Virtual 2020 Final Agenda
Posted by cheryldraper
We're just about a month out from this year's MozCon and we couldn't be more excited! If you've never considered it before, it's high time you became acquainted with the idea of a "couchference" — a full-fledged conference held from the comfort of your home office space, real office space (depending on your local quarantine phase), or even your sofa.
On July 14th & 15th, we'll be charting brand-new territory with MozCon Virtual: with a choose-your-own-adventure two-stream show, robust opportunities for online networking, and some of the industry's top speakers, you're in for all the turbo-charged SEO education and peer interaction of in-person MozCon with none of the troubles of travel. Plus, at $129 per ticket (including full access to the professionally produced video bundle, a $350 value!) you'll access incredible marketing thought leadership at an unheard-of price:
Nab my ticket and video bundle for $129
And remember, this is a great opportunity for our friends around the world and those who aren't able to travel to experience the MozCon magic live! If this will be your first time attending, we'd love to hear what talk you're most excited for in the comments.
Read on to see what your favorite industry leaders are speaking on this year!
Tuesday, July 14th
8:30am – Networking
Open time for attendees to connect with other attendees and MozCon partners.
9:00am – Keynote – Welcome to MozCon Virtual 2020 + State of the Industry
Sarah Bird, CEO of Moz
Sarah has a storied history of kicking MozCon off with a bright, sparkly bang. The fearless leader of Moz will be welcoming each and every one of us to this year's virtual event, laying out all the pertinent details of the conference, and setting the tone for two jam-packed days of learning with a look at the State of the Industry.
9:25am – Keynote – Thought Leadership and SEO: The 3 Key Elements and Search Ranking Strategies
Andy Crestodina, Co-founder and CMO, Orbit Media
Everyone wants to do it, but no one really knows what it is. So what is thought leadership? What isn’t it? And how does it affect search rankings?
This presentation is a data-rich perspective on the oh-so-popular topic of thought leadership, filled with practical takeaways for becoming an authority. And it’s all about the relationship between thought leadership and SEO. We’ll see how the research answers the questions and informs the tactics: Can brands be thought leaders? Can it be outsourced? Do you need to publish research? Or strong opinion? And how does it attract links and authority, rankings, and qualified visitors? Learn how a personal brand combines with content to drive big wins in SEO.
10:20am – Stream 1 – Great Expectations: The Truth About Digital PR Campaigns
Shannon McGuirk, Head of PR & Content, Aira
In her talk, Shannon will challenge the desire for virality over consistency when it comes to digital PR and link building campaigns, while exploring the impact on the industry, team morale, and client expectations. By honestly sharing her own shortcomings, she'll push you to learn from your own campaign failures using tried and tested frameworks that’ll mean you can face any creative campaign or outreach struggle head-on.
10:20am – Stream 2 – Whatever You Do, Put Billboards in Seattle – Getting Brand Awareness Data from Google
Robin Lord, Consultant, Distilled
How can you harness the vast power of Google data to gain special insight into city- and product-level brand awareness? Robin will lead us on a journey through his Google Trends methodology to use Adwords search volume data for better brand intelligence.
11:15am – Stream 1 – How to Build a Global Brand Without a Global Budget
Phil Nottingham, Brand and Video Marketing Strategist, Phil Nottingham Ltd.
As funnel-based marketing becomes less effective and harder to measure, "building a brand" is frequently touted as the panacea for all marketer's woes. But it's unclear how this can be achieved scalably and with a limited budget. Large enterprises resort to huge creative advertising campaigns that get their names out there by force of spend alone — but this isn't realistic for the smaller companies and the number of impressions is not the number of people impressed. In this session, Phil explains how modern brands are built through advocacy more than awareness alone, offering a deliverable method of brand marketing to radically shake up your content strategy.
11:15am – Stream 2 – The Science of Seeking Your Customer
Alexis Sanders, Senior SEO Account Manager, Merkle
Users are at the core of everything we do in modern SEO. However, finding and understanding audiences can be daunting. Alexis will cover how to find your audience, share tools that are available for all price points, and show ways in which she’s found audience research to be useful as an SEO.
12:10pm – Birds of a Feather discussion groups
Connect and chat with like-minded marketers on a wide range of digital marketing topics!
12:55pm – Keynote – Moving Targets: Keywords in Crisis
Dr. Peter J. Meyers, Marketing Scientist, Moz
Too often, we take a once-and-done approach to keyword research, but Google changes at the pace of information, and that pace speeds up even more during a crisis. How do we do keyword research in fast-paced industries and during world-changing moments? Dr. Pete provides concrete tactics for adaptive keyword research and spotting trends as they happen.
1:45pm – Stream 1 – A Novel Approach to Scraping SEO Data
Rob Ousbey, VP Product, Moz
Throughout a decade in SEO consulting, Rob needed to extract data from websites on many an occasion. Often this was at scale from sites that didn't have an API or export feature, or on sites that required some kind of authentication. While this was primarily a way to collect & combine data from different SEO tools, the use-cases were endless.
He found a technique that helped immensely, particularly when traditional tools couldn't do the job — but hadn't seen anyone using the same approach. In this very tactical session, Rob will walk through the steps he's used to extract data from all sorts of sites, from small fry to the giants, and give you the tools and knowledge to do the same.
1:45pm – Stream 2 – Let It Go: How to Embrace Automation and Get Way More Done
Francine Rodriguez, Manager of Customer Success, WordStream
Let the robot uprising begin! We've all heard horror stories about the dangers of automating your tasks, but now is not the time to deny yourself extra help. Robots never sleep. They don't get tired or overwhelmed by their to-do lists, and they're ready to work round-the-clock to accomplish whatever task we set before them. In this talk, you'll explore all the areas were automation is kicking butt in PPC — and how you can harness the power of robots to make more time for other efforts.
2:35pm – Keynote – Designing a Content Engine: Going from Ideation to Creation to Distribution
Ross Simmonds, CEO, Foundation
What does it take to develop a content engine that drives results? In this presentation, Ross will share data around the power of having a content engine, tools & strategies for content ideation, tools and tactics for content creation, and frameworks that brands can use to ensure that their content is distributed effectively after hitting publish. This presentation will help you not only uncover content-market fit, but also capitalize on it.
3:30pm – Networking
Open time for attendees to connect with other attendees and MozCon partners.
4:30pm — Day One is in the books!
Wednesday, July 15th
8:30am – Networking
Open time for attendees to connect with other attendees and MozCon partners.
9:00am – Welcome to Day Two!
Cyrus Shepard, emcee
9:10am – Keynote – Accessible Machine Learning Workflows for SEOs
Britney Muller, Senior SEO Scientist, Moz
"Machine learning" and "automation" aren't words SEOs need to fear. Machine learning enthusiast and ambassador of technical SEO Britney Muller shares a series of workflows intended for any SEO to access and use in their everyday work — no intimidation required.
9:55am – Stream 1 – How to Be Ahead of the (CTR) Curve
Izzi Smith, Technical SEO Analyst, Ryte
Let’s face it: Carrying out SEO magic is all in vain when you’re forgetting about how your brand and products are being surfaced in the SERPs. By not properly analyzing or enhancing our organic CTR, we're greatly limiting our potential. Izzi will help you create the perfect SERP engagement strategy by covering practical ways to uplift your significant CTR, such as remedying your critical keyword rankings that could soon be lost, leveraging brand-empowering entity features (and assessing the risks of doing so), more intelligent testing of rich & featured snippet optimizations, and a whole lot more. CTR-you-ready?? You better be!
9:55am – Stream 2 – How to Go Beyond Marketing for Clients: The Value of a Thriving Brand Ecosystem
Flavilla Fongang, Brand Strategist, 3 Colours Rule
Too many marketers serve their clients the bare minimum of what's expected from an agency. To stand out among the crowd, cultivate real loyalty, and maximize the lifetime value of your clients, you have to go beyond mere marketing — developing a thriving brand ecosystem that aligns with the brand's ultimate goals. Flavilla Fongang shares her tried-and-true framework for optimizing the customer journey, improving acquisition and retention, and going beyond what's expected to serve your clients well.
10:50am – Stream 1 – How to Promote Your Content Like a Boss
Brian Dean, Founder, Backlinko
Creating content is easy. But getting people to see your content? That's a different story. Brian Dean shares over a dozen practical strategies that you can use to spread the word about your latest blog post, podcast episode, or YouTube video.
10:50am – Stream 2 – Google My Business: Battling Bad Info & Safeguarding Your Search Strategy
Joy Hawkins, Owner, Sterling Sky Inc.
What's the harm in a little misinformation here and there? In the realm of local SEO, Joy Hawkins is here to outline exactly that. When it comes to local search and Google My Business, bad info can be make or break for your campaigns. Follow real data from a recent case study that illustrates why strategic decisions should be based on accurate information — and what can happen when that info is bad, wrong, or just plain incomplete.
11:45am – Birds of a Feather discussion groups
Connect and chat with like-minded marketers on a wide range of digital marketing topics!
12:10pm – Keynote – Runtime: The 3-Ring Circus of Technical SEO
Michael King, Managing Director, iPullRank
Mike redefined technical SEO and its importance in our industry back in 2016. In 2018, he taught us everything we didn't know about SEO. This year, he's back to share the hottest technical tactics to up-level your efforts, plus the case studies and data that should be guiding your decisions.
1:25pm – Stream 1 – Everyday Automation for Marketers
David Sottimano, Independent Marketing Consultant, Opensource.org
As a general rule, we shouldn't be doing things that a computer can do better. However, a lot of automation is achieved through programming expertise — and that expertise isn't usually a marketer's forte. In this session, you'll learn how to gather data, use machine learning, and automate everyday tasks for marketers using low-code or no-code solutions.
1:25pm – Stream 2 – Red Flags: Use a Discovery Process to Go from Red Flags to Green Lights
Dana DiTomaso, President and Partner, Kick Point
Ever get a few months into working with a new client and you’re thinking “if only we’d known…”? Or how about when you start that new job, except you can’t seem to make any forward progress because you’re always mopping up prior mistakes? Running a discovery process at the start of a project — or even as its own project — will help you turn those red flags into green lights.
2:20pm – Stream 1 – Competitive Advantage in a Commoditized Industry
Heather Physioc, Group Connections Director, Discoverability, VMLY&R
SEO isn't dead — it’s commoditized. In a world where search companies are a dime a dozen and brands tout bland "unique selling propositions" that aren't unique at all, how can you avoid drowning in the sea of sameness? What are you doing that's any different from every other SEO firm? In this talk, you'll learn how to find, activate, and articulate your competitive advantage. Learn how to identify unique strengths and innovative offerings that equate to competitive advantage through these real, working examples so you can bring them to life in search. You'll leave with actionable tips and homework to help your search business stand out — and that you can use with clients to help them find their competitive edge, too.
2:20pm – Stream 1 – I Wanna Be Rich: Making Your Consultancy Profitable
Russ Jones, Principal Search Scientist, Moz
How will your company weather the next update? How will you avoid layoffs and salary cuts? Being a master of SEO doesn't guarantee that your consultancy will succeed. After a decade and a half of experience, Russ Jones will outline the techniques that will keep your clients happy and your bottom line healthy.
3:10pm – Keynote – The CMO Role Has Been Disrupted: Are You Ready for Your New Boss?
Will Reynolds, Founder & Vice President of Innovation, Seer Interactive
CMOs have the shortest tenure in the c-suite, and the CMO role has been eliminated at some of the largest brands. CEOs are now asking tougher and tougher questions about the value of marketing — and oftentimes marketers are not prepared.
Connecting your data and building your data flywheel is one way to support the swift answers CEOs expect from their CMOs. We need to get stronger at bridging our day-to-day work to the value it drives. And more than ever, “brand lift” isn’t enough to satisfy CEOs.
This presentation will start at the top. How businesses are run, how CEOs talk, and how we as search marketers can use the data we have access to everyday in new ways to answer the questions of the c-suite and raise our visibility and value in organizations.
4:15pm – Networking
Open time for attendees to connect with other attendees and MozCon partners.
5:15pm – That's a wrap for MozCon Virtual 2020!
See you there?
Chatting with speakers via Q&A, connecting with peers and potential partners over Birds of a Feather groups, absorbing all the knowledge for another fruitful year of marketing... we can't wait to share it with you!
Yep, I'm going to MozCon Virtual!
Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!
from The Moz Blog https://ift.tt/2zXI3y5
More on https://seouk4.weebly.com/
0 notes
Text
The MozCon Virtual 2020 Final Agenda
Posted by cheryldraper
We're just about a month out from this year's MozCon and we couldn't be more excited! If you've never considered it before, it's high time you became acquainted with the idea of a "couchference" — a full-fledged conference held from the comfort of your home office space, real office space (depending on your local quarantine phase), or even your sofa.
On July 14th & 15th, we'll be charting brand-new territory with MozCon Virtual: with a choose-your-own-adventure two-stream show, robust opportunities for online networking, and some of the industry's top speakers, you're in for all the turbo-charged SEO education and peer interaction of in-person MozCon with none of the troubles of travel. Plus, at $129 per ticket (including full access to the professionally produced video bundle, a $350 value!) you'll access incredible marketing thought leadership at an unheard-of price:
Nab my ticket and video bundle for $129
And remember, this is a great opportunity for our friends around the world and those who aren't able to travel to experience the MozCon magic live! If this will be your first time attending, we'd love to hear what talk you're most excited for in the comments.
Read on to see what your favorite industry leaders are speaking on this year!
Tuesday, July 14th
8:30am – Networking
Open time for attendees to connect with other attendees and MozCon partners.
9:00am – Keynote – Welcome to MozCon Virtual 2020 + State of the Industry
Sarah Bird, CEO of Moz
Sarah has a storied history of kicking MozCon off with a bright, sparkly bang. The fearless leader of Moz will be welcoming each and every one of us to this year's virtual event, laying out all the pertinent details of the conference, and setting the tone for two jam-packed days of learning with a look at the State of the Industry.
9:25am – Keynote – Thought Leadership and SEO: The 3 Key Elements and Search Ranking Strategies
Andy Crestodina, Co-founder and CMO, Orbit Media
Everyone wants to do it, but no one really knows what it is. So what is thought leadership? What isn’t it? And how does it affect search rankings?
This presentation is a data-rich perspective on the oh-so-popular topic of thought leadership, filled with practical takeaways for becoming an authority. And it’s all about the relationship between thought leadership and SEO. We’ll see how the research answers the questions and informs the tactics: Can brands be thought leaders? Can it be outsourced? Do you need to publish research? Or strong opinion? And how does it attract links and authority, rankings, and qualified visitors? Learn how a personal brand combines with content to drive big wins in SEO.
10:20am – Stream 1 – Great Expectations: The Truth About Digital PR Campaigns
Shannon McGuirk, Head of PR & Content, Aira
In her talk, Shannon will challenge the desire for virality over consistency when it comes to digital PR and link building campaigns, while exploring the impact on the industry, team morale, and client expectations. By honestly sharing her own shortcomings, she'll push you to learn from your own campaign failures using tried and tested frameworks that’ll mean you can face any creative campaign or outreach struggle head-on.
10:20am – Stream 2 – Whatever You Do, Put Billboards in Seattle – Getting Brand Awareness Data from Google
Robin Lord, Consultant, Distilled
How can you harness the vast power of Google data to gain special insight into city- and product-level brand awareness? Robin will lead us on a journey through his Google Trends methodology to use Adwords search volume data for better brand intelligence.
11:15am – Stream 1 – How to Build a Global Brand Without a Global Budget
Phil Nottingham, Brand and Video Marketing Strategist, Phil Nottingham Ltd.
As funnel-based marketing becomes less effective and harder to measure, "building a brand" is frequently touted as the panacea for all marketer's woes. But it's unclear how this can be achieved scalably and with a limited budget. Large enterprises resort to huge creative advertising campaigns that get their names out there by force of spend alone — but this isn't realistic for the smaller companies and the number of impressions is not the number of people impressed. In this session, Phil explains how modern brands are built through advocacy more than awareness alone, offering a deliverable method of brand marketing to radically shake up your content strategy.
11:15am – Stream 2 – The Science of Seeking Your Customer
Alexis Sanders, Senior SEO Account Manager, Merkle
Users are at the core of everything we do in modern SEO. However, finding and understanding audiences can be daunting. Alexis will cover how to find your audience, share tools that are available for all price points, and show ways in which she’s found audience research to be useful as an SEO.
12:10pm – Birds of a Feather discussion groups
Connect and chat with like-minded marketers on a wide range of digital marketing topics!
12:55pm – Keynote – Moving Targets: Keywords in Crisis
Dr. Peter J. Meyers, Marketing Scientist, Moz
Too often, we take a once-and-done approach to keyword research, but Google changes at the pace of information, and that pace speeds up even more during a crisis. How do we do keyword research in fast-paced industries and during world-changing moments? Dr. Pete provides concrete tactics for adaptive keyword research and spotting trends as they happen.
1:45pm – Stream 1 – A Novel Approach to Scraping SEO Data
Rob Ousbey, VP Product, Moz
Throughout a decade in SEO consulting, Rob needed to extract data from websites on many an occasion. Often this was at scale from sites that didn't have an API or export feature, or on sites that required some kind of authentication. While this was primarily a way to collect & combine data from different SEO tools, the use-cases were endless.
He found a technique that helped immensely, particularly when traditional tools couldn't do the job — but hadn't seen anyone using the same approach. In this very tactical session, Rob will walk through the steps he's used to extract data from all sorts of sites, from small fry to the giants, and give you the tools and knowledge to do the same.
1:45pm – Stream 2 – Let It Go: How to Embrace Automation and Get Way More Done
Francine Rodriguez, Manager of Customer Success, WordStream
Let the robot uprising begin! We've all heard horror stories about the dangers of automating your tasks, but now is not the time to deny yourself extra help. Robots never sleep. They don't get tired or overwhelmed by their to-do lists, and they're ready to work round-the-clock to accomplish whatever task we set before them. In this talk, you'll explore all the areas were automation is kicking butt in PPC — and how you can harness the power of robots to make more time for other efforts.
2:35pm – Keynote – Designing a Content Engine: Going from Ideation to Creation to Distribution
Ross Simmonds, CEO, Foundation
What does it take to develop a content engine that drives results? In this presentation, Ross will share data around the power of having a content engine, tools & strategies for content ideation, tools and tactics for content creation, and frameworks that brands can use to ensure that their content is distributed effectively after hitting publish. This presentation will help you not only uncover content-market fit, but also capitalize on it.
3:30pm – Networking
Open time for attendees to connect with other attendees and MozCon partners.
4:30pm — Day One is in the books!
Wednesday, July 15th
8:30am – Networking
Open time for attendees to connect with other attendees and MozCon partners.
9:00am – Welcome to Day Two!
Cyrus Shepard, emcee
9:10am – Keynote – Accessible Machine Learning Workflows for SEOs
Britney Muller, Senior SEO Scientist, Moz
"Machine learning" and "automation" aren't words SEOs need to fear. Machine learning enthusiast and ambassador of technical SEO Britney Muller shares a series of workflows intended for any SEO to access and use in their everyday work — no intimidation required.
9:55am – Stream 1 – How to Be Ahead of the (CTR) Curve
Izzi Smith, Technical SEO Analyst, Ryte
Let’s face it: Carrying out SEO magic is all in vain when you’re forgetting about how your brand and products are being surfaced in the SERPs. By not properly analyzing or enhancing our organic CTR, we're greatly limiting our potential. Izzi will help you create the perfect SERP engagement strategy by covering practical ways to uplift your significant CTR, such as remedying your critical keyword rankings that could soon be lost, leveraging brand-empowering entity features (and assessing the risks of doing so), more intelligent testing of rich & featured snippet optimizations, and a whole lot more. CTR-you-ready?? You better be!
9:55am – Stream 2 – How to Go Beyond Marketing for Clients: The Value of a Thriving Brand Ecosystem
Flavilla Fongang, Brand Strategist, 3 Colours Rule
Too many marketers serve their clients the bare minimum of what's expected from an agency. To stand out among the crowd, cultivate real loyalty, and maximize the lifetime value of your clients, you have to go beyond mere marketing — developing a thriving brand ecosystem that aligns with the brand's ultimate goals. Flavilla Fongang shares her tried-and-true framework for optimizing the customer journey, improving acquisition and retention, and going beyond what's expected to serve your clients well.
10:50am – Stream 1 – How to Promote Your Content Like a Boss
Brian Dean, Founder, Backlinko
Creating content is easy. But getting people to see your content? That's a different story. Brian Dean shares over a dozen practical strategies that you can use to spread the word about your latest blog post, podcast episode, or YouTube video.
10:50am – Stream 2 – Google My Business: Battling Bad Info & Safeguarding Your Search Strategy
Joy Hawkins, Owner, Sterling Sky Inc.
What's the harm in a little misinformation here and there? In the realm of local SEO, Joy Hawkins is here to outline exactly that. When it comes to local search and Google My Business, bad info can be make or break for your campaigns. Follow real data from a recent case study that illustrates why strategic decisions should be based on accurate information — and what can happen when that info is bad, wrong, or just plain incomplete.
11:45am – Birds of a Feather discussion groups
Connect and chat with like-minded marketers on a wide range of digital marketing topics!
12:10pm – Keynote – Runtime: The 3-Ring Circus of Technical SEO
Michael King, Managing Director, iPullRank
Mike redefined technical SEO and its importance in our industry back in 2016. In 2018, he taught us everything we didn't know about SEO. This year, he's back to share the hottest technical tactics to up-level your efforts, plus the case studies and data that should be guiding your decisions.
1:25pm – Stream 1 – Everyday Automation for Marketers
David Sottimano, Independent Marketing Consultant, Opensource.org
As a general rule, we shouldn't be doing things that a computer can do better. However, a lot of automation is achieved through programming expertise — and that expertise isn't usually a marketer's forte. In this session, you'll learn how to gather data, use machine learning, and automate everyday tasks for marketers using low-code or no-code solutions.
1:25pm – Stream 2 – Red Flags: Use a Discovery Process to Go from Red Flags to Green Lights
Dana DiTomaso, President and Partner, Kick Point
Ever get a few months into working with a new client and you’re thinking “if only we’d known…”? Or how about when you start that new job, except you can’t seem to make any forward progress because you’re always mopping up prior mistakes? Running a discovery process at the start of a project — or even as its own project — will help you turn those red flags into green lights.
2:20pm – Stream 1 – Competitive Advantage in a Commoditized Industry
Heather Physioc, Group Connections Director, Discoverability, VMLY&R
SEO isn't dead — it’s commoditized. In a world where search companies are a dime a dozen and brands tout bland "unique selling propositions" that aren't unique at all, how can you avoid drowning in the sea of sameness? What are you doing that's any different from every other SEO firm? In this talk, you'll learn how to find, activate, and articulate your competitive advantage. Learn how to identify unique strengths and innovative offerings that equate to competitive advantage through these real, working examples so you can bring them to life in search. You'll leave with actionable tips and homework to help your search business stand out — and that you can use with clients to help them find their competitive edge, too.
2:20pm – Stream 1 – I Wanna Be Rich: Making Your Consultancy Profitable
Russ Jones, Principal Search Scientist, Moz
How will your company weather the next update? How will you avoid layoffs and salary cuts? Being a master of SEO doesn't guarantee that your consultancy will succeed. After a decade and a half of experience, Russ Jones will outline the techniques that will keep your clients happy and your bottom line healthy.
3:10pm – Keynote – The CMO Role Has Been Disrupted: Are You Ready for Your New Boss?
Will Reynolds, Founder & Vice President of Innovation, Seer Interactive
CMOs have the shortest tenure in the c-suite, and the CMO role has been eliminated at some of the largest brands. CEOs are now asking tougher and tougher questions about the value of marketing — and oftentimes marketers are not prepared.
Connecting your data and building your data flywheel is one way to support the swift answers CEOs expect from their CMOs. We need to get stronger at bridging our day-to-day work to the value it drives. And more than ever, “brand lift” isn’t enough to satisfy CEOs.
This presentation will start at the top. How businesses are run, how CEOs talk, and how we as search marketers can use the data we have access to everyday in new ways to answer the questions of the c-suite and raise our visibility and value in organizations.
4:15pm – Networking
Open time for attendees to connect with other attendees and MozCon partners.
5:15pm – That's a wrap for MozCon Virtual 2020!
See you there?
Chatting with speakers via Q&A, connecting with peers and potential partners over Birds of a Feather groups, absorbing all the knowledge for another fruitful year of marketing... we can't wait to share it with you!
Yep, I'm going to MozCon Virtual!
Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!
0 notes
Text
The MozCon Virtual 2020 Final Agenda
Posted by cheryldraper
We're just about a month out from this year's MozCon and we couldn't be more excited! If you've never considered it before, it's high time you became acquainted with the idea of a "couchference" — a full-fledged conference held from the comfort of your home office space, real office space (depending on your local quarantine phase), or even your sofa.
On July 14th & 15th, we'll be charting brand-new territory with MozCon Virtual: with a choose-your-own-adventure two-stream show, robust opportunities for online networking, and some of the industry's top speakers, you're in for all the turbo-charged SEO education and peer interaction of in-person MozCon with none of the troubles of travel. Plus, at $129 per ticket (including full access to the professionally produced video bundle, a $350 value!) you'll access incredible marketing thought leadership at an unheard-of price:
Nab my ticket and video bundle for $129
And remember, this is a great opportunity for our friends around the world and those who aren't able to travel to experience the MozCon magic live! If this will be your first time attending, we'd love to hear what talk you're most excited for in the comments.
Read on to see what your favorite industry leaders are speaking on this year!
Tuesday, July 14th
8:30am – Networking
Open time for attendees to connect with other attendees and MozCon partners.
9:00am – Keynote – Welcome to MozCon Virtual 2020 + State of the Industry
Sarah Bird, CEO of Moz
Sarah has a storied history of kicking MozCon off with a bright, sparkly bang. The fearless leader of Moz will be welcoming each and every one of us to this year's virtual event, laying out all the pertinent details of the conference, and setting the tone for two jam-packed days of learning with a look at the State of the Industry.
9:25am – Keynote – Thought Leadership and SEO: The 3 Key Elements and Search Ranking Strategies
Andy Crestodina, Co-founder and CMO, Orbit Media
Everyone wants to do it, but no one really knows what it is. So what is thought leadership? What isn’t it? And how does it affect search rankings?
This presentation is a data-rich perspective on the oh-so-popular topic of thought leadership, filled with practical takeaways for becoming an authority. And it’s all about the relationship between thought leadership and SEO. We’ll see how the research answers the questions and informs the tactics: Can brands be thought leaders? Can it be outsourced? Do you need to publish research? Or strong opinion? And how does it attract links and authority, rankings, and qualified visitors? Learn how a personal brand combines with content to drive big wins in SEO.
10:20am – Stream 1 – Great Expectations: The Truth About Digital PR Campaigns
Shannon McGuirk, Head of PR & Content, Aira
In her talk, Shannon will challenge the desire for virality over consistency when it comes to digital PR and link building campaigns, while exploring the impact on the industry, team morale, and client expectations. By honestly sharing her own shortcomings, she'll push you to learn from your own campaign failures using tried and tested frameworks that’ll mean you can face any creative campaign or outreach struggle head-on.
10:20am – Stream 2 – Whatever You Do, Put Billboards in Seattle – Getting Brand Awareness Data from Google
Robin Lord, Consultant, Distilled
How can you harness the vast power of Google data to gain special insight into city- and product-level brand awareness? Robin will lead us on a journey through his Google Trends methodology to use Adwords search volume data for better brand intelligence.
11:15am – Stream 1 – How to Build a Global Brand Without a Global Budget
Phil Nottingham, Brand and Video Marketing Strategist, Phil Nottingham Ltd.
As funnel-based marketing becomes less effective and harder to measure, "building a brand" is frequently touted as the panacea for all marketer's woes. But it's unclear how this can be achieved scalably and with a limited budget. Large enterprises resort to huge creative advertising campaigns that get their names out there by force of spend alone — but this isn't realistic for the smaller companies and the number of impressions is not the number of people impressed. In this session, Phil explains how modern brands are built through advocacy more than awareness alone, offering a deliverable method of brand marketing to radically shake up your content strategy.
11:15am – Stream 2 – The Science of Seeking Your Customer
Alexis Sanders, Senior SEO Account Manager, Merkle
Users are at the core of everything we do in modern SEO. However, finding and understanding audiences can be daunting. Alexis will cover how to find your audience, share tools that are available for all price points, and show ways in which she’s found audience research to be useful as an SEO.
12:10pm – Birds of a Feather discussion groups
Connect and chat with like-minded marketers on a wide range of digital marketing topics!
12:55pm – Keynote – Moving Targets: Keywords in Crisis
Dr. Peter J. Meyers, Marketing Scientist, Moz
Too often, we take a once-and-done approach to keyword research, but Google changes at the pace of information, and that pace speeds up even more during a crisis. How do we do keyword research in fast-paced industries and during world-changing moments? Dr. Pete provides concrete tactics for adaptive keyword research and spotting trends as they happen.
1:45pm – Stream 1 – A Novel Approach to Scraping SEO Data
Rob Ousbey, VP Product, Moz
Throughout a decade in SEO consulting, Rob needed to extract data from websites on many an occasion. Often this was at scale from sites that didn't have an API or export feature, or on sites that required some kind of authentication. While this was primarily a way to collect & combine data from different SEO tools, the use-cases were endless.
He found a technique that helped immensely, particularly when traditional tools couldn't do the job — but hadn't seen anyone using the same approach. In this very tactical session, Rob will walk through the steps he's used to extract data from all sorts of sites, from small fry to the giants, and give you the tools and knowledge to do the same.
1:45pm – Stream 2 – Let It Go: How to Embrace Automation and Get Way More Done
Francine Rodriguez, Manager of Customer Success, WordStream
Let the robot uprising begin! We've all heard horror stories about the dangers of automating your tasks, but now is not the time to deny yourself extra help. Robots never sleep. They don't get tired or overwhelmed by their to-do lists, and they're ready to work round-the-clock to accomplish whatever task we set before them. In this talk, you'll explore all the areas were automation is kicking butt in PPC — and how you can harness the power of robots to make more time for other efforts.
2:35pm – Keynote – Designing a Content Engine: Going from Ideation to Creation to Distribution
Ross Simmonds, CEO, Foundation
What does it take to develop a content engine that drives results? In this presentation, Ross will share data around the power of having a content engine, tools & strategies for content ideation, tools and tactics for content creation, and frameworks that brands can use to ensure that their content is distributed effectively after hitting publish. This presentation will help you not only uncover content-market fit, but also capitalize on it.
3:30pm – Networking
Open time for attendees to connect with other attendees and MozCon partners.
4:30pm — Day One is in the books!
Wednesday, July 15th
8:30am – Networking
Open time for attendees to connect with other attendees and MozCon partners.
9:00am – Welcome to Day Two!
Cyrus Shepard, emcee
9:10am – Keynote – Accessible Machine Learning Workflows for SEOs
Britney Muller, Senior SEO Scientist, Moz
"Machine learning" and "automation" aren't words SEOs need to fear. Machine learning enthusiast and ambassador of technical SEO Britney Muller shares a series of workflows intended for any SEO to access and use in their everyday work — no intimidation required.
9:55am – Stream 1 – How to Be Ahead of the (CTR) Curve
Izzi Smith, Technical SEO Analyst, Ryte
Let’s face it: Carrying out SEO magic is all in vain when you’re forgetting about how your brand and products are being surfaced in the SERPs. By not properly analyzing or enhancing our organic CTR, we're greatly limiting our potential. Izzi will help you create the perfect SERP engagement strategy by covering practical ways to uplift your significant CTR, such as remedying your critical keyword rankings that could soon be lost, leveraging brand-empowering entity features (and assessing the risks of doing so), more intelligent testing of rich & featured snippet optimizations, and a whole lot more. CTR-you-ready?? You better be!
9:55am – Stream 2 – How to Go Beyond Marketing for Clients: The Value of a Thriving Brand Ecosystem
Flavilla Fongang, Brand Strategist, 3 Colours Rule
Too many marketers serve their clients the bare minimum of what's expected from an agency. To stand out among the crowd, cultivate real loyalty, and maximize the lifetime value of your clients, you have to go beyond mere marketing — developing a thriving brand ecosystem that aligns with the brand's ultimate goals. Flavilla Fongang shares her tried-and-true framework for optimizing the customer journey, improving acquisition and retention, and going beyond what's expected to serve your clients well.
10:50am – Stream 1 – How to Promote Your Content Like a Boss
Brian Dean, Founder, Backlinko
Creating content is easy. But getting people to see your content? That's a different story. Brian Dean shares over a dozen practical strategies that you can use to spread the word about your latest blog post, podcast episode, or YouTube video.
10:50am – Stream 2 – Google My Business: Battling Bad Info & Safeguarding Your Search Strategy
Joy Hawkins, Owner, Sterling Sky Inc.
What's the harm in a little misinformation here and there? In the realm of local SEO, Joy Hawkins is here to outline exactly that. When it comes to local search and Google My Business, bad info can be make or break for your campaigns. Follow real data from a recent case study that illustrates why strategic decisions should be based on accurate information — and what can happen when that info is bad, wrong, or just plain incomplete.
11:45am – Birds of a Feather discussion groups
Connect and chat with like-minded marketers on a wide range of digital marketing topics!
12:10pm – Keynote – Runtime: The 3-Ring Circus of Technical SEO
Michael King, Managing Director, iPullRank
Mike redefined technical SEO and its importance in our industry back in 2016. In 2018, he taught us everything we didn't know about SEO. This year, he's back to share the hottest technical tactics to up-level your efforts, plus the case studies and data that should be guiding your decisions.
1:25pm – Stream 1 – Everyday Automation for Marketers
David Sottimano, Independent Marketing Consultant, Opensource.org
As a general rule, we shouldn't be doing things that a computer can do better. However, a lot of automation is achieved through programming expertise — and that expertise isn't usually a marketer's forte. In this session, you'll learn how to gather data, use machine learning, and automate everyday tasks for marketers using low-code or no-code solutions.
1:25pm – Stream 2 – Red Flags: Use a Discovery Process to Go from Red Flags to Green Lights
Dana DiTomaso, President and Partner, Kick Point
Ever get a few months into working with a new client and you’re thinking “if only we’d known…”? Or how about when you start that new job, except you can’t seem to make any forward progress because you’re always mopping up prior mistakes? Running a discovery process at the start of a project — or even as its own project — will help you turn those red flags into green lights.
2:20pm – Stream 1 – Competitive Advantage in a Commoditized Industry
Heather Physioc, Group Connections Director, Discoverability, VMLY&R
SEO isn't dead — it’s commoditized. In a world where search companies are a dime a dozen and brands tout bland "unique selling propositions" that aren't unique at all, how can you avoid drowning in the sea of sameness? What are you doing that's any different from every other SEO firm? In this talk, you'll learn how to find, activate, and articulate your competitive advantage. Learn how to identify unique strengths and innovative offerings that equate to competitive advantage through these real, working examples so you can bring them to life in search. You'll leave with actionable tips and homework to help your search business stand out — and that you can use with clients to help them find their competitive edge, too.
2:20pm – Stream 1 – I Wanna Be Rich: Making Your Consultancy Profitable
Russ Jones, Principal Search Scientist, Moz
How will your company weather the next update? How will you avoid layoffs and salary cuts? Being a master of SEO doesn't guarantee that your consultancy will succeed. After a decade and a half of experience, Russ Jones will outline the techniques that will keep your clients happy and your bottom line healthy.
3:10pm – Keynote – The CMO Role Has Been Disrupted: Are You Ready for Your New Boss?
Will Reynolds, Founder & Vice President of Innovation, Seer Interactive
CMOs have the shortest tenure in the c-suite, and the CMO role has been eliminated at some of the largest brands. CEOs are now asking tougher and tougher questions about the value of marketing — and oftentimes marketers are not prepared.
Connecting your data and building your data flywheel is one way to support the swift answers CEOs expect from their CMOs. We need to get stronger at bridging our day-to-day work to the value it drives. And more than ever, “brand lift” isn’t enough to satisfy CEOs.
This presentation will start at the top. How businesses are run, how CEOs talk, and how we as search marketers can use the data we have access to everyday in new ways to answer the questions of the c-suite and raise our visibility and value in organizations.
4:15pm – Networking
Open time for attendees to connect with other attendees and MozCon partners.
5:15pm – That's a wrap for MozCon Virtual 2020!
See you there?
Chatting with speakers via Q&A, connecting with peers and potential partners over Birds of a Feather groups, absorbing all the knowledge for another fruitful year of marketing... we can't wait to share it with you!
Yep, I'm going to MozCon Virtual!
Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!
0 notes
Text
The MozCon Virtual 2020 Final Agenda
Posted by cheryldraper
We're just about a month out from this year's MozCon and we couldn't be more excited! If you've never considered it before, it's high time you became acquainted with the idea of a "couchference" — a full-fledged conference held from the comfort of your home office space, real office space (depending on your local quarantine phase), or even your sofa.
On July 14th & 15th, we'll be charting brand-new territory with MozCon Virtual: with a choose-your-own-adventure two-stream show, robust opportunities for online networking, and some of the industry's top speakers, you're in for all the turbo-charged SEO education and peer interaction of in-person MozCon with none of the troubles of travel. Plus, at $129 per ticket (including full access to the professionally produced video bundle, a $350 value!) you'll access incredible marketing thought leadership at an unheard-of price:
Nab my ticket and video bundle for $129
And remember, this is a great opportunity for our friends around the world and those who aren't able to travel to experience the MozCon magic live! If this will be your first time attending, we'd love to hear what talk you're most excited for in the comments.
Read on to see what your favorite industry leaders are speaking on this year!
Tuesday, July 14th
8:30am – Networking
Open time for attendees to connect with other attendees and MozCon partners.
9:00am – Keynote – Welcome to MozCon Virtual 2020 + State of the Industry
Sarah Bird, CEO of Moz
Sarah has a storied history of kicking MozCon off with a bright, sparkly bang. The fearless leader of Moz will be welcoming each and every one of us to this year's virtual event, laying out all the pertinent details of the conference, and setting the tone for two jam-packed days of learning with a look at the State of the Industry.
9:25am – Keynote – Thought Leadership and SEO: The 3 Key Elements and Search Ranking Strategies
Andy Crestodina, Co-founder and CMO, Orbit Media
Everyone wants to do it, but no one really knows what it is. So what is thought leadership? What isn’t it? And how does it affect search rankings?
This presentation is a data-rich perspective on the oh-so-popular topic of thought leadership, filled with practical takeaways for becoming an authority. And it’s all about the relationship between thought leadership and SEO. We’ll see how the research answers the questions and informs the tactics: Can brands be thought leaders? Can it be outsourced? Do you need to publish research? Or strong opinion? And how does it attract links and authority, rankings, and qualified visitors? Learn how a personal brand combines with content to drive big wins in SEO.
10:20am – Stream 1 – Great Expectations: The Truth About Digital PR Campaigns
Shannon McGuirk, Head of PR & Content, Aira
In her talk, Shannon will challenge the desire for virality over consistency when it comes to digital PR and link building campaigns, while exploring the impact on the industry, team morale, and client expectations. By honestly sharing her own shortcomings, she'll push you to learn from your own campaign failures using tried and tested frameworks that’ll mean you can face any creative campaign or outreach struggle head-on.
10:20am – Stream 2 – Whatever You Do, Put Billboards in Seattle – Getting Brand Awareness Data from Google
Robin Lord, Consultant, Distilled
How can you harness the vast power of Google data to gain special insight into city- and product-level brand awareness? Robin will lead us on a journey through his Google Trends methodology to use Adwords search volume data for better brand intelligence.
11:15am – Stream 1 – How to Build a Global Brand Without a Global Budget
Phil Nottingham, Brand and Video Marketing Strategist, Phil Nottingham Ltd.
As funnel-based marketing becomes less effective and harder to measure, "building a brand" is frequently touted as the panacea for all marketer's woes. But it's unclear how this can be achieved scalably and with a limited budget. Large enterprises resort to huge creative advertising campaigns that get their names out there by force of spend alone — but this isn't realistic for the smaller companies and the number of impressions is not the number of people impressed. In this session, Phil explains how modern brands are built through advocacy more than awareness alone, offering a deliverable method of brand marketing to radically shake up your content strategy.
11:15am – Stream 2 – The Science of Seeking Your Customer
Alexis Sanders, Senior SEO Account Manager, Merkle
Users are at the core of everything we do in modern SEO. However, finding and understanding audiences can be daunting. Alexis will cover how to find your audience, share tools that are available for all price points, and show ways in which she’s found audience research to be useful as an SEO.
12:10pm – Birds of a Feather discussion groups
Connect and chat with like-minded marketers on a wide range of digital marketing topics!
12:55pm – Keynote – Moving Targets: Keywords in Crisis
Dr. Peter J. Meyers, Marketing Scientist, Moz
Too often, we take a once-and-done approach to keyword research, but Google changes at the pace of information, and that pace speeds up even more during a crisis. How do we do keyword research in fast-paced industries and during world-changing moments? Dr. Pete provides concrete tactics for adaptive keyword research and spotting trends as they happen.
1:45pm – Stream 1 – A Novel Approach to Scraping SEO Data
Rob Ousbey, VP Product, Moz
Throughout a decade in SEO consulting, Rob needed to extract data from websites on many an occasion. Often this was at scale from sites that didn't have an API or export feature, or on sites that required some kind of authentication. While this was primarily a way to collect & combine data from different SEO tools, the use-cases were endless.
He found a technique that helped immensely, particularly when traditional tools couldn't do the job — but hadn't seen anyone using the same approach. In this very tactical session, Rob will walk through the steps he's used to extract data from all sorts of sites, from small fry to the giants, and give you the tools and knowledge to do the same.
1:45pm – Stream 2 – Let It Go: How to Embrace Automation and Get Way More Done
Francine Rodriguez, Manager of Customer Success, WordStream
Let the robot uprising begin! We've all heard horror stories about the dangers of automating your tasks, but now is not the time to deny yourself extra help. Robots never sleep. They don't get tired or overwhelmed by their to-do lists, and they're ready to work round-the-clock to accomplish whatever task we set before them. In this talk, you'll explore all the areas were automation is kicking butt in PPC — and how you can harness the power of robots to make more time for other efforts.
2:35pm – Keynote – Designing a Content Engine: Going from Ideation to Creation to Distribution
Ross Simmonds, CEO, Foundation
What does it take to develop a content engine that drives results? In this presentation, Ross will share data around the power of having a content engine, tools & strategies for content ideation, tools and tactics for content creation, and frameworks that brands can use to ensure that their content is distributed effectively after hitting publish. This presentation will help you not only uncover content-market fit, but also capitalize on it.
3:30pm – Networking
Open time for attendees to connect with other attendees and MozCon partners.
4:30pm — Day One is in the books!
Wednesday, July 15th
8:30am – Networking
Open time for attendees to connect with other attendees and MozCon partners.
9:00am – Welcome to Day Two!
Cyrus Shepard, emcee
9:10am – Keynote – Accessible Machine Learning Workflows for SEOs
Britney Muller, Senior SEO Scientist, Moz
"Machine learning" and "automation" aren't words SEOs need to fear. Machine learning enthusiast and ambassador of technical SEO Britney Muller shares a series of workflows intended for any SEO to access and use in their everyday work — no intimidation required.
9:55am – Stream 1 – How to Be Ahead of the (CTR) Curve
Izzi Smith, Technical SEO Analyst, Ryte
Let’s face it: Carrying out SEO magic is all in vain when you’re forgetting about how your brand and products are being surfaced in the SERPs. By not properly analyzing or enhancing our organic CTR, we're greatly limiting our potential. Izzi will help you create the perfect SERP engagement strategy by covering practical ways to uplift your significant CTR, such as remedying your critical keyword rankings that could soon be lost, leveraging brand-empowering entity features (and assessing the risks of doing so), more intelligent testing of rich & featured snippet optimizations, and a whole lot more. CTR-you-ready?? You better be!
9:55am – Stream 2 – How to Go Beyond Marketing for Clients: The Value of a Thriving Brand Ecosystem
Flavilla Fongang, Brand Strategist, 3 Colours Rule
Too many marketers serve their clients the bare minimum of what's expected from an agency. To stand out among the crowd, cultivate real loyalty, and maximize the lifetime value of your clients, you have to go beyond mere marketing — developing a thriving brand ecosystem that aligns with the brand's ultimate goals. Flavilla Fongang shares her tried-and-true framework for optimizing the customer journey, improving acquisition and retention, and going beyond what's expected to serve your clients well.
10:50am – Stream 1 – How to Promote Your Content Like a Boss
Brian Dean, Founder, Backlinko
Creating content is easy. But getting people to see your content? That's a different story. Brian Dean shares over a dozen practical strategies that you can use to spread the word about your latest blog post, podcast episode, or YouTube video.
10:50am – Stream 2 – Google My Business: Battling Bad Info & Safeguarding Your Search Strategy
Joy Hawkins, Owner, Sterling Sky Inc.
What's the harm in a little misinformation here and there? In the realm of local SEO, Joy Hawkins is here to outline exactly that. When it comes to local search and Google My Business, bad info can be make or break for your campaigns. Follow real data from a recent case study that illustrates why strategic decisions should be based on accurate information — and what can happen when that info is bad, wrong, or just plain incomplete.
11:45am – Birds of a Feather discussion groups
Connect and chat with like-minded marketers on a wide range of digital marketing topics!
12:10pm – Keynote – Runtime: The 3-Ring Circus of Technical SEO
Michael King, Managing Director, iPullRank
Mike redefined technical SEO and its importance in our industry back in 2016. In 2018, he taught us everything we didn't know about SEO. This year, he's back to share the hottest technical tactics to up-level your efforts, plus the case studies and data that should be guiding your decisions.
1:25pm – Stream 1 – Everyday Automation for Marketers
David Sottimano, Independent Marketing Consultant, Opensource.org
As a general rule, we shouldn't be doing things that a computer can do better. However, a lot of automation is achieved through programming expertise — and that expertise isn't usually a marketer's forte. In this session, you'll learn how to gather data, use machine learning, and automate everyday tasks for marketers using low-code or no-code solutions.
1:25pm – Stream 2 – Red Flags: Use a Discovery Process to Go from Red Flags to Green Lights
Dana DiTomaso, President and Partner, Kick Point
Ever get a few months into working with a new client and you’re thinking “if only we’d known…”? Or how about when you start that new job, except you can’t seem to make any forward progress because you’re always mopping up prior mistakes? Running a discovery process at the start of a project — or even as its own project — will help you turn those red flags into green lights.
2:20pm – Stream 1 – Competitive Advantage in a Commoditized Industry
Heather Physioc, Group Connections Director, Discoverability, VMLY&R
SEO isn't dead — it’s commoditized. In a world where search companies are a dime a dozen and brands tout bland "unique selling propositions" that aren't unique at all, how can you avoid drowning in the sea of sameness? What are you doing that's any different from every other SEO firm? In this talk, you'll learn how to find, activate, and articulate your competitive advantage. Learn how to identify unique strengths and innovative offerings that equate to competitive advantage through these real, working examples so you can bring them to life in search. You'll leave with actionable tips and homework to help your search business stand out — and that you can use with clients to help them find their competitive edge, too.
2:20pm – Stream 1 – I Wanna Be Rich: Making Your Consultancy Profitable
Russ Jones, Principal Search Scientist, Moz
How will your company weather the next update? How will you avoid layoffs and salary cuts? Being a master of SEO doesn't guarantee that your consultancy will succeed. After a decade and a half of experience, Russ Jones will outline the techniques that will keep your clients happy and your bottom line healthy.
3:10pm – Keynote – The CMO Role Has Been Disrupted: Are You Ready for Your New Boss?
Will Reynolds, Founder & Vice President of Innovation, Seer Interactive
CMOs have the shortest tenure in the c-suite, and the CMO role has been eliminated at some of the largest brands. CEOs are now asking tougher and tougher questions about the value of marketing — and oftentimes marketers are not prepared.
Connecting your data and building your data flywheel is one way to support the swift answers CEOs expect from their CMOs. We need to get stronger at bridging our day-to-day work to the value it drives. And more than ever, “brand lift” isn’t enough to satisfy CEOs.
This presentation will start at the top. How businesses are run, how CEOs talk, and how we as search marketers can use the data we have access to everyday in new ways to answer the questions of the c-suite and raise our visibility and value in organizations.
4:15pm – Networking
Open time for attendees to connect with other attendees and MozCon partners.
5:15pm – That's a wrap for MozCon Virtual 2020!
See you there?
Chatting with speakers via Q&A, connecting with peers and potential partners over Birds of a Feather groups, absorbing all the knowledge for another fruitful year of marketing... we can't wait to share it with you!
Yep, I'm going to MozCon Virtual!
Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!
0 notes
Text
The MozCon Virtual 2020 Final Agenda
Posted by cheryldraper
We're just about a month out from this year's MozCon and we couldn't be more excited! If you've never considered it before, it's high time you became acquainted with the idea of a "couchference" — a full-fledged conference held from the comfort of your home office space, real office space (depending on your local quarantine phase), or even your sofa.
On July 14th & 15th, we'll be charting brand-new territory with MozCon Virtual: with a choose-your-own-adventure two-stream show, robust opportunities for online networking, and some of the industry's top speakers, you're in for all the turbo-charged SEO education and peer interaction of in-person MozCon with none of the troubles of travel. Plus, at $129 per ticket (including full access to the professionally produced video bundle, a $350 value!) you'll access incredible marketing thought leadership at an unheard-of price:
Nab my ticket and video bundle for $129
And remember, this is a great opportunity for our friends around the world and those who aren't able to travel to experience the MozCon magic live! If this will be your first time attending, we'd love to hear what talk you're most excited for in the comments.
Read on to see what your favorite industry leaders are speaking on this year!
Tuesday, July 14th
8:30am – Networking
Open time for attendees to connect with other attendees and MozCon partners.
9:00am – Keynote – Welcome to MozCon Virtual 2020 + State of the Industry
Sarah Bird, CEO of Moz
Sarah has a storied history of kicking MozCon off with a bright, sparkly bang. The fearless leader of Moz will be welcoming each and every one of us to this year's virtual event, laying out all the pertinent details of the conference, and setting the tone for two jam-packed days of learning with a look at the State of the Industry.
9:25am – Keynote – Thought Leadership and SEO: The 3 Key Elements and Search Ranking Strategies
Andy Crestodina, Co-founder and CMO, Orbit Media
Everyone wants to do it, but no one really knows what it is. So what is thought leadership? What isn’t it? And how does it affect search rankings?
This presentation is a data-rich perspective on the oh-so-popular topic of thought leadership, filled with practical takeaways for becoming an authority. And it’s all about the relationship between thought leadership and SEO. We’ll see how the research answers the questions and informs the tactics: Can brands be thought leaders? Can it be outsourced? Do you need to publish research? Or strong opinion? And how does it attract links and authority, rankings, and qualified visitors? Learn how a personal brand combines with content to drive big wins in SEO.
10:20am – Stream 1 – Great Expectations: The Truth About Digital PR Campaigns
Shannon McGuirk, Head of PR & Content, Aira
In her talk, Shannon will challenge the desire for virality over consistency when it comes to digital PR and link building campaigns, while exploring the impact on the industry, team morale, and client expectations. By honestly sharing her own shortcomings, she'll push you to learn from your own campaign failures using tried and tested frameworks that’ll mean you can face any creative campaign or outreach struggle head-on.
10:20am – Stream 2 – Whatever You Do, Put Billboards in Seattle – Getting Brand Awareness Data from Google
Robin Lord, Consultant, Distilled
How can you harness the vast power of Google data to gain special insight into city- and product-level brand awareness? Robin will lead us on a journey through his Google Trends methodology to use Adwords search volume data for better brand intelligence.
11:15am – Stream 1 – How to Build a Global Brand Without a Global Budget
Phil Nottingham, Brand and Video Marketing Strategist, Phil Nottingham Ltd.
As funnel-based marketing becomes less effective and harder to measure, "building a brand" is frequently touted as the panacea for all marketer's woes. But it's unclear how this can be achieved scalably and with a limited budget. Large enterprises resort to huge creative advertising campaigns that get their names out there by force of spend alone — but this isn't realistic for the smaller companies and the number of impressions is not the number of people impressed. In this session, Phil explains how modern brands are built through advocacy more than awareness alone, offering a deliverable method of brand marketing to radically shake up your content strategy.
11:15am – Stream 2 – The Science of Seeking Your Customer
Alexis Sanders, Senior SEO Account Manager, Merkle
Users are at the core of everything we do in modern SEO. However, finding and understanding audiences can be daunting. Alexis will cover how to find your audience, share tools that are available for all price points, and show ways in which she’s found audience research to be useful as an SEO.
12:10pm – Birds of a Feather discussion groups
Connect and chat with like-minded marketers on a wide range of digital marketing topics!
12:55pm – Keynote – Moving Targets: Keywords in Crisis
Dr. Peter J. Meyers, Marketing Scientist, Moz
Too often, we take a once-and-done approach to keyword research, but Google changes at the pace of information, and that pace speeds up even more during a crisis. How do we do keyword research in fast-paced industries and during world-changing moments? Dr. Pete provides concrete tactics for adaptive keyword research and spotting trends as they happen.
1:45pm – Stream 1 – A Novel Approach to Scraping SEO Data
Rob Ousbey, VP Product, Moz
Throughout a decade in SEO consulting, Rob needed to extract data from websites on many an occasion. Often this was at scale from sites that didn't have an API or export feature, or on sites that required some kind of authentication. While this was primarily a way to collect & combine data from different SEO tools, the use-cases were endless.
He found a technique that helped immensely, particularly when traditional tools couldn't do the job — but hadn't seen anyone using the same approach. In this very tactical session, Rob will walk through the steps he's used to extract data from all sorts of sites, from small fry to the giants, and give you the tools and knowledge to do the same.
1:45pm – Stream 2 – Let It Go: How to Embrace Automation and Get Way More Done
Francine Rodriguez, Manager of Customer Success, WordStream
Let the robot uprising begin! We've all heard horror stories about the dangers of automating your tasks, but now is not the time to deny yourself extra help. Robots never sleep. They don't get tired or overwhelmed by their to-do lists, and they're ready to work round-the-clock to accomplish whatever task we set before them. In this talk, you'll explore all the areas were automation is kicking butt in PPC — and how you can harness the power of robots to make more time for other efforts.
2:35pm – Keynote – Designing a Content Engine: Going from Ideation to Creation to Distribution
Ross Simmonds, CEO, Foundation
What does it take to develop a content engine that drives results? In this presentation, Ross will share data around the power of having a content engine, tools & strategies for content ideation, tools and tactics for content creation, and frameworks that brands can use to ensure that their content is distributed effectively after hitting publish. This presentation will help you not only uncover content-market fit, but also capitalize on it.
3:30pm – Networking
Open time for attendees to connect with other attendees and MozCon partners.
4:30pm — Day One is in the books!
Wednesday, July 15th
8:30am – Networking
Open time for attendees to connect with other attendees and MozCon partners.
9:00am – Welcome to Day Two!
Cyrus Shepard, emcee
9:10am – Keynote – Accessible Machine Learning Workflows for SEOs
Britney Muller, Senior SEO Scientist, Moz
"Machine learning" and "automation" aren't words SEOs need to fear. Machine learning enthusiast and ambassador of technical SEO Britney Muller shares a series of workflows intended for any SEO to access and use in their everyday work — no intimidation required.
9:55am – Stream 1 – How to Be Ahead of the (CTR) Curve
Izzi Smith, Technical SEO Analyst, Ryte
Let’s face it: Carrying out SEO magic is all in vain when you’re forgetting about how your brand and products are being surfaced in the SERPs. By not properly analyzing or enhancing our organic CTR, we're greatly limiting our potential. Izzi will help you create the perfect SERP engagement strategy by covering practical ways to uplift your significant CTR, such as remedying your critical keyword rankings that could soon be lost, leveraging brand-empowering entity features (and assessing the risks of doing so), more intelligent testing of rich & featured snippet optimizations, and a whole lot more. CTR-you-ready?? You better be!
9:55am – Stream 2 – How to Go Beyond Marketing for Clients: The Value of a Thriving Brand Ecosystem
Flavilla Fongang, Brand Strategist, 3 Colours Rule
Too many marketers serve their clients the bare minimum of what's expected from an agency. To stand out among the crowd, cultivate real loyalty, and maximize the lifetime value of your clients, you have to go beyond mere marketing — developing a thriving brand ecosystem that aligns with the brand's ultimate goals. Flavilla Fongang shares her tried-and-true framework for optimizing the customer journey, improving acquisition and retention, and going beyond what's expected to serve your clients well.
10:50am – Stream 1 – How to Promote Your Content Like a Boss
Brian Dean, Founder, Backlinko
Creating content is easy. But getting people to see your content? That's a different story. Brian Dean shares over a dozen practical strategies that you can use to spread the word about your latest blog post, podcast episode, or YouTube video.
10:50am – Stream 2 – Google My Business: Battling Bad Info & Safeguarding Your Search Strategy
Joy Hawkins, Owner, Sterling Sky Inc.
What's the harm in a little misinformation here and there? In the realm of local SEO, Joy Hawkins is here to outline exactly that. When it comes to local search and Google My Business, bad info can be make or break for your campaigns. Follow real data from a recent case study that illustrates why strategic decisions should be based on accurate information — and what can happen when that info is bad, wrong, or just plain incomplete.
11:45am – Birds of a Feather discussion groups
Connect and chat with like-minded marketers on a wide range of digital marketing topics!
12:10pm – Keynote – Runtime: The 3-Ring Circus of Technical SEO
Michael King, Managing Director, iPullRank
Mike redefined technical SEO and its importance in our industry back in 2016. In 2018, he taught us everything we didn't know about SEO. This year, he's back to share the hottest technical tactics to up-level your efforts, plus the case studies and data that should be guiding your decisions.
1:25pm – Stream 1 – Everyday Automation for Marketers
David Sottimano, Independent Marketing Consultant, Opensource.org
As a general rule, we shouldn't be doing things that a computer can do better. However, a lot of automation is achieved through programming expertise — and that expertise isn't usually a marketer's forte. In this session, you'll learn how to gather data, use machine learning, and automate everyday tasks for marketers using low-code or no-code solutions.
1:25pm – Stream 2 – Red Flags: Use a Discovery Process to Go from Red Flags to Green Lights
Dana DiTomaso, President and Partner, Kick Point
Ever get a few months into working with a new client and you’re thinking “if only we’d known…”? Or how about when you start that new job, except you can’t seem to make any forward progress because you’re always mopping up prior mistakes? Running a discovery process at the start of a project — or even as its own project — will help you turn those red flags into green lights.
2:20pm – Stream 1 – Competitive Advantage in a Commoditized Industry
Heather Physioc, Group Connections Director, Discoverability, VMLY&R
SEO isn't dead — it’s commoditized. In a world where search companies are a dime a dozen and brands tout bland "unique selling propositions" that aren't unique at all, how can you avoid drowning in the sea of sameness? What are you doing that's any different from every other SEO firm? In this talk, you'll learn how to find, activate, and articulate your competitive advantage. Learn how to identify unique strengths and innovative offerings that equate to competitive advantage through these real, working examples so you can bring them to life in search. You'll leave with actionable tips and homework to help your search business stand out — and that you can use with clients to help them find their competitive edge, too.
2:20pm – Stream 1 – I Wanna Be Rich: Making Your Consultancy Profitable
Russ Jones, Principal Search Scientist, Moz
How will your company weather the next update? How will you avoid layoffs and salary cuts? Being a master of SEO doesn't guarantee that your consultancy will succeed. After a decade and a half of experience, Russ Jones will outline the techniques that will keep your clients happy and your bottom line healthy.
3:10pm – Keynote – The CMO Role Has Been Disrupted: Are You Ready for Your New Boss?
Will Reynolds, Founder & Vice President of Innovation, Seer Interactive
CMOs have the shortest tenure in the c-suite, and the CMO role has been eliminated at some of the largest brands. CEOs are now asking tougher and tougher questions about the value of marketing — and oftentimes marketers are not prepared.
Connecting your data and building your data flywheel is one way to support the swift answers CEOs expect from their CMOs. We need to get stronger at bridging our day-to-day work to the value it drives. And more than ever, “brand lift” isn’t enough to satisfy CEOs.
This presentation will start at the top. How businesses are run, how CEOs talk, and how we as search marketers can use the data we have access to everyday in new ways to answer the questions of the c-suite and raise our visibility and value in organizations.
4:15pm – Networking
Open time for attendees to connect with other attendees and MozCon partners.
5:15pm – That's a wrap for MozCon Virtual 2020!
See you there?
Chatting with speakers via Q&A, connecting with peers and potential partners over Birds of a Feather groups, absorbing all the knowledge for another fruitful year of marketing... we can't wait to share it with you!
Yep, I'm going to MozCon Virtual!
Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!
0 notes
Text
The MozCon Virtual 2020 Final Agenda
Posted by cheryldraper
We're just about a month out from this year's MozCon and we couldn't be more excited! If you've never considered it before, it's high time you became acquainted with the idea of a "couchference" — a full-fledged conference held from the comfort of your home office space, real office space (depending on your local quarantine phase), or even your sofa.
On July 14th & 15th, we'll be charting brand-new territory with MozCon Virtual: with a choose-your-own-adventure two-stream show, robust opportunities for online networking, and some of the industry's top speakers, you're in for all the turbo-charged SEO education and peer interaction of in-person MozCon with none of the troubles of travel. Plus, at $129 per ticket (including full access to the professionally produced video bundle, a $350 value!) you'll access incredible marketing thought leadership at an unheard-of price:
Nab my ticket and video bundle for $129
And remember, this is a great opportunity for our friends around the world and those who aren't able to travel to experience the MozCon magic live! If this will be your first time attending, we'd love to hear what talk you're most excited for in the comments.
Read on to see what your favorite industry leaders are speaking on this year!
Tuesday, July 14th
8:30am – Networking
Open time for attendees to connect with other attendees and MozCon partners.
9:00am – Keynote – Welcome to MozCon Virtual 2020 + State of the Industry
Sarah Bird, CEO of Moz
Sarah has a storied history of kicking MozCon off with a bright, sparkly bang. The fearless leader of Moz will be welcoming each and every one of us to this year's virtual event, laying out all the pertinent details of the conference, and setting the tone for two jam-packed days of learning with a look at the State of the Industry.
9:25am – Keynote – Thought Leadership and SEO: The 3 Key Elements and Search Ranking Strategies
Andy Crestodina, Co-founder and CMO, Orbit Media
Everyone wants to do it, but no one really knows what it is. So what is thought leadership? What isn’t it? And how does it affect search rankings?
This presentation is a data-rich perspective on the oh-so-popular topic of thought leadership, filled with practical takeaways for becoming an authority. And it’s all about the relationship between thought leadership and SEO. We’ll see how the research answers the questions and informs the tactics: Can brands be thought leaders? Can it be outsourced? Do you need to publish research? Or strong opinion? And how does it attract links and authority, rankings, and qualified visitors? Learn how a personal brand combines with content to drive big wins in SEO.
10:20am – Stream 1 – Great Expectations: The Truth About Digital PR Campaigns
Shannon McGuirk, Head of PR & Content, Aira
In her talk, Shannon will challenge the desire for virality over consistency when it comes to digital PR and link building campaigns, while exploring the impact on the industry, team morale, and client expectations. By honestly sharing her own shortcomings, she'll push you to learn from your own campaign failures using tried and tested frameworks that’ll mean you can face any creative campaign or outreach struggle head-on.
10:20am – Stream 2 – Whatever You Do, Put Billboards in Seattle – Getting Brand Awareness Data from Google
Robin Lord, Consultant, Distilled
How can you harness the vast power of Google data to gain special insight into city- and product-level brand awareness? Robin will lead us on a journey through his Google Trends methodology to use Adwords search volume data for better brand intelligence.
11:15am – Stream 1 – How to Build a Global Brand Without a Global Budget
Phil Nottingham, Brand and Video Marketing Strategist, Phil Nottingham Ltd.
As funnel-based marketing becomes less effective and harder to measure, "building a brand" is frequently touted as the panacea for all marketer's woes. But it's unclear how this can be achieved scalably and with a limited budget. Large enterprises resort to huge creative advertising campaigns that get their names out there by force of spend alone — but this isn't realistic for the smaller companies and the number of impressions is not the number of people impressed. In this session, Phil explains how modern brands are built through advocacy more than awareness alone, offering a deliverable method of brand marketing to radically shake up your content strategy.
11:15am – Stream 2 – The Science of Seeking Your Customer
Alexis Sanders, Senior SEO Account Manager, Merkle
Users are at the core of everything we do in modern SEO. However, finding and understanding audiences can be daunting. Alexis will cover how to find your audience, share tools that are available for all price points, and show ways in which she’s found audience research to be useful as an SEO.
12:10pm – Birds of a Feather discussion groups
Connect and chat with like-minded marketers on a wide range of digital marketing topics!
12:55pm – Keynote – Moving Targets: Keywords in Crisis
Dr. Peter J. Meyers, Marketing Scientist, Moz
Too often, we take a once-and-done approach to keyword research, but Google changes at the pace of information, and that pace speeds up even more during a crisis. How do we do keyword research in fast-paced industries and during world-changing moments? Dr. Pete provides concrete tactics for adaptive keyword research and spotting trends as they happen.
1:45pm – Stream 1 – A Novel Approach to Scraping SEO Data
Rob Ousbey, VP Product, Moz
Throughout a decade in SEO consulting, Rob needed to extract data from websites on many an occasion. Often this was at scale from sites that didn't have an API or export feature, or on sites that required some kind of authentication. While this was primarily a way to collect & combine data from different SEO tools, the use-cases were endless.
He found a technique that helped immensely, particularly when traditional tools couldn't do the job — but hadn't seen anyone using the same approach. In this very tactical session, Rob will walk through the steps he's used to extract data from all sorts of sites, from small fry to the giants, and give you the tools and knowledge to do the same.
1:45pm – Stream 2 – Let It Go: How to Embrace Automation and Get Way More Done
Francine Rodriguez, Manager of Customer Success, WordStream
Let the robot uprising begin! We've all heard horror stories about the dangers of automating your tasks, but now is not the time to deny yourself extra help. Robots never sleep. They don't get tired or overwhelmed by their to-do lists, and they're ready to work round-the-clock to accomplish whatever task we set before them. In this talk, you'll explore all the areas were automation is kicking butt in PPC — and how you can harness the power of robots to make more time for other efforts.
2:35pm – Keynote – Designing a Content Engine: Going from Ideation to Creation to Distribution
Ross Simmonds, CEO, Foundation
What does it take to develop a content engine that drives results? In this presentation, Ross will share data around the power of having a content engine, tools & strategies for content ideation, tools and tactics for content creation, and frameworks that brands can use to ensure that their content is distributed effectively after hitting publish. This presentation will help you not only uncover content-market fit, but also capitalize on it.
3:30pm – Networking
Open time for attendees to connect with other attendees and MozCon partners.
4:30pm — Day One is in the books!
Wednesday, July 15th
8:30am – Networking
Open time for attendees to connect with other attendees and MozCon partners.
9:00am – Welcome to Day Two!
Cyrus Shepard, emcee
9:10am – Keynote – Accessible Machine Learning Workflows for SEOs
Britney Muller, Senior SEO Scientist, Moz
"Machine learning" and "automation" aren't words SEOs need to fear. Machine learning enthusiast and ambassador of technical SEO Britney Muller shares a series of workflows intended for any SEO to access and use in their everyday work — no intimidation required.
9:55am – Stream 1 – How to Be Ahead of the (CTR) Curve
Izzi Smith, Technical SEO Analyst, Ryte
Let’s face it: Carrying out SEO magic is all in vain when you’re forgetting about how your brand and products are being surfaced in the SERPs. By not properly analyzing or enhancing our organic CTR, we're greatly limiting our potential. Izzi will help you create the perfect SERP engagement strategy by covering practical ways to uplift your significant CTR, such as remedying your critical keyword rankings that could soon be lost, leveraging brand-empowering entity features (and assessing the risks of doing so), more intelligent testing of rich & featured snippet optimizations, and a whole lot more. CTR-you-ready?? You better be!
9:55am – Stream 2 – How to Go Beyond Marketing for Clients: The Value of a Thriving Brand Ecosystem
Flavilla Fongang, Brand Strategist, 3 Colours Rule
Too many marketers serve their clients the bare minimum of what's expected from an agency. To stand out among the crowd, cultivate real loyalty, and maximize the lifetime value of your clients, you have to go beyond mere marketing — developing a thriving brand ecosystem that aligns with the brand's ultimate goals. Flavilla Fongang shares her tried-and-true framework for optimizing the customer journey, improving acquisition and retention, and going beyond what's expected to serve your clients well.
10:50am – Stream 1 – How to Promote Your Content Like a Boss
Brian Dean, Founder, Backlinko
Creating content is easy. But getting people to see your content? That's a different story. Brian Dean shares over a dozen practical strategies that you can use to spread the word about your latest blog post, podcast episode, or YouTube video.
10:50am – Stream 2 – Google My Business: Battling Bad Info & Safeguarding Your Search Strategy
Joy Hawkins, Owner, Sterling Sky Inc.
What's the harm in a little misinformation here and there? In the realm of local SEO, Joy Hawkins is here to outline exactly that. When it comes to local search and Google My Business, bad info can be make or break for your campaigns. Follow real data from a recent case study that illustrates why strategic decisions should be based on accurate information — and what can happen when that info is bad, wrong, or just plain incomplete.
11:45am – Birds of a Feather discussion groups
Connect and chat with like-minded marketers on a wide range of digital marketing topics!
12:10pm – Keynote – Runtime: The 3-Ring Circus of Technical SEO
Michael King, Managing Director, iPullRank
Mike redefined technical SEO and its importance in our industry back in 2016. In 2018, he taught us everything we didn't know about SEO. This year, he's back to share the hottest technical tactics to up-level your efforts, plus the case studies and data that should be guiding your decisions.
1:25pm – Stream 1 – Everyday Automation for Marketers
David Sottimano, Independent Marketing Consultant, Opensource.org
As a general rule, we shouldn't be doing things that a computer can do better. However, a lot of automation is achieved through programming expertise — and that expertise isn't usually a marketer's forte. In this session, you'll learn how to gather data, use machine learning, and automate everyday tasks for marketers using low-code or no-code solutions.
1:25pm – Stream 2 – Red Flags: Use a Discovery Process to Go from Red Flags to Green Lights
Dana DiTomaso, President and Partner, Kick Point
Ever get a few months into working with a new client and you’re thinking “if only we’d known…”? Or how about when you start that new job, except you can’t seem to make any forward progress because you’re always mopping up prior mistakes? Running a discovery process at the start of a project — or even as its own project — will help you turn those red flags into green lights.
2:20pm – Stream 1 – Competitive Advantage in a Commoditized Industry
Heather Physioc, Group Connections Director, Discoverability, VMLY&R
SEO isn't dead — it’s commoditized. In a world where search companies are a dime a dozen and brands tout bland "unique selling propositions" that aren't unique at all, how can you avoid drowning in the sea of sameness? What are you doing that's any different from every other SEO firm? In this talk, you'll learn how to find, activate, and articulate your competitive advantage. Learn how to identify unique strengths and innovative offerings that equate to competitive advantage through these real, working examples so you can bring them to life in search. You'll leave with actionable tips and homework to help your search business stand out — and that you can use with clients to help them find their competitive edge, too.
2:20pm – Stream 1 – I Wanna Be Rich: Making Your Consultancy Profitable
Russ Jones, Principal Search Scientist, Moz
How will your company weather the next update? How will you avoid layoffs and salary cuts? Being a master of SEO doesn't guarantee that your consultancy will succeed. After a decade and a half of experience, Russ Jones will outline the techniques that will keep your clients happy and your bottom line healthy.
3:10pm – Keynote – The CMO Role Has Been Disrupted: Are You Ready for Your New Boss?
Will Reynolds, Founder & Vice President of Innovation, Seer Interactive
CMOs have the shortest tenure in the c-suite, and the CMO role has been eliminated at some of the largest brands. CEOs are now asking tougher and tougher questions about the value of marketing — and oftentimes marketers are not prepared.
Connecting your data and building your data flywheel is one way to support the swift answers CEOs expect from their CMOs. We need to get stronger at bridging our day-to-day work to the value it drives. And more than ever, “brand lift” isn’t enough to satisfy CEOs.
This presentation will start at the top. How businesses are run, how CEOs talk, and how we as search marketers can use the data we have access to everyday in new ways to answer the questions of the c-suite and raise our visibility and value in organizations.
4:15pm – Networking
Open time for attendees to connect with other attendees and MozCon partners.
5:15pm – That's a wrap for MozCon Virtual 2020!
See you there?
Chatting with speakers via Q&A, connecting with peers and potential partners over Birds of a Feather groups, absorbing all the knowledge for another fruitful year of marketing... we can't wait to share it with you!
Yep, I'm going to MozCon Virtual!
Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!
0 notes
Text
The MozCon Virtual 2020 Final Agenda
Posted by cheryldraper
We're just about a month out from this year's MozCon and we couldn't be more excited! If you've never considered it before, it's high time you became acquainted with the idea of a "couchference" — a full-fledged conference held from the comfort of your home office space, real office space (depending on your local quarantine phase), or even your sofa.
On July 14th & 15th, we'll be charting brand-new territory with MozCon Virtual: with a choose-your-own-adventure two-stream show, robust opportunities for online networking, and some of the industry's top speakers, you're in for all the turbo-charged SEO education and peer interaction of in-person MozCon with none of the troubles of travel. Plus, at $129 per ticket (including full access to the professionally produced video bundle, a $350 value!) you'll access incredible marketing thought leadership at an unheard-of price:
Nab my ticket and video bundle for $129
And remember, this is a great opportunity for our friends around the world and those who aren't able to travel to experience the MozCon magic live! If this will be your first time attending, we'd love to hear what talk you're most excited for in the comments.
Read on to see what your favorite industry leaders are speaking on this year!
Tuesday, July 14th
8:30am – Networking
Open time for attendees to connect with other attendees and MozCon partners.
9:00am – Keynote – Welcome to MozCon Virtual 2020 + State of the Industry
Sarah Bird, CEO of Moz
Sarah has a storied history of kicking MozCon off with a bright, sparkly bang. The fearless leader of Moz will be welcoming each and every one of us to this year's virtual event, laying out all the pertinent details of the conference, and setting the tone for two jam-packed days of learning with a look at the State of the Industry.
9:25am – Keynote – Thought Leadership and SEO: The 3 Key Elements and Search Ranking Strategies
Andy Crestodina, Co-founder and CMO, Orbit Media
Everyone wants to do it, but no one really knows what it is. So what is thought leadership? What isn’t it? And how does it affect search rankings?
This presentation is a data-rich perspective on the oh-so-popular topic of thought leadership, filled with practical takeaways for becoming an authority. And it’s all about the relationship between thought leadership and SEO. We’ll see how the research answers the questions and informs the tactics: Can brands be thought leaders? Can it be outsourced? Do you need to publish research? Or strong opinion? And how does it attract links and authority, rankings, and qualified visitors? Learn how a personal brand combines with content to drive big wins in SEO.
10:20am – Stream 1 – Great Expectations: The Truth About Digital PR Campaigns
Shannon McGuirk, Head of PR & Content, Aira
In her talk, Shannon will challenge the desire for virality over consistency when it comes to digital PR and link building campaigns, while exploring the impact on the industry, team morale, and client expectations. By honestly sharing her own shortcomings, she'll push you to learn from your own campaign failures using tried and tested frameworks that’ll mean you can face any creative campaign or outreach struggle head-on.
10:20am – Stream 2 – Whatever You Do, Put Billboards in Seattle – Getting Brand Awareness Data from Google
Robin Lord, Consultant, Distilled
How can you harness the vast power of Google data to gain special insight into city- and product-level brand awareness? Robin will lead us on a journey through his Google Trends methodology to use Adwords search volume data for better brand intelligence.
11:15am – Stream 1 – How to Build a Global Brand Without a Global Budget
Phil Nottingham, Brand and Video Marketing Strategist, Phil Nottingham Ltd.
As funnel-based marketing becomes less effective and harder to measure, "building a brand" is frequently touted as the panacea for all marketer's woes. But it's unclear how this can be achieved scalably and with a limited budget. Large enterprises resort to huge creative advertising campaigns that get their names out there by force of spend alone — but this isn't realistic for the smaller companies and the number of impressions is not the number of people impressed. In this session, Phil explains how modern brands are built through advocacy more than awareness alone, offering a deliverable method of brand marketing to radically shake up your content strategy.
11:15am – Stream 2 – The Science of Seeking Your Customer
Alexis Sanders, Senior SEO Account Manager, Merkle
Users are at the core of everything we do in modern SEO. However, finding and understanding audiences can be daunting. Alexis will cover how to find your audience, share tools that are available for all price points, and show ways in which she’s found audience research to be useful as an SEO.
12:10pm – Birds of a Feather discussion groups
Connect and chat with like-minded marketers on a wide range of digital marketing topics!
12:55pm – Keynote – Moving Targets: Keywords in Crisis
Dr. Peter J. Meyers, Marketing Scientist, Moz
Too often, we take a once-and-done approach to keyword research, but Google changes at the pace of information, and that pace speeds up even more during a crisis. How do we do keyword research in fast-paced industries and during world-changing moments? Dr. Pete provides concrete tactics for adaptive keyword research and spotting trends as they happen.
1:45pm – Stream 1 – A Novel Approach to Scraping SEO Data
Rob Ousbey, VP Product, Moz
Throughout a decade in SEO consulting, Rob needed to extract data from websites on many an occasion. Often this was at scale from sites that didn't have an API or export feature, or on sites that required some kind of authentication. While this was primarily a way to collect & combine data from different SEO tools, the use-cases were endless.
He found a technique that helped immensely, particularly when traditional tools couldn't do the job — but hadn't seen anyone using the same approach. In this very tactical session, Rob will walk through the steps he's used to extract data from all sorts of sites, from small fry to the giants, and give you the tools and knowledge to do the same.
1:45pm – Stream 2 – Let It Go: How to Embrace Automation and Get Way More Done
Francine Rodriguez, Manager of Customer Success, WordStream
Let the robot uprising begin! We've all heard horror stories about the dangers of automating your tasks, but now is not the time to deny yourself extra help. Robots never sleep. They don't get tired or overwhelmed by their to-do lists, and they're ready to work round-the-clock to accomplish whatever task we set before them. In this talk, you'll explore all the areas were automation is kicking butt in PPC — and how you can harness the power of robots to make more time for other efforts.
2:35pm – Keynote – Designing a Content Engine: Going from Ideation to Creation to Distribution
Ross Simmonds, CEO, Foundation
What does it take to develop a content engine that drives results? In this presentation, Ross will share data around the power of having a content engine, tools & strategies for content ideation, tools and tactics for content creation, and frameworks that brands can use to ensure that their content is distributed effectively after hitting publish. This presentation will help you not only uncover content-market fit, but also capitalize on it.
3:30pm – Networking
Open time for attendees to connect with other attendees and MozCon partners.
4:30pm — Day One is in the books!
Wednesday, July 15th
8:30am – Networking
Open time for attendees to connect with other attendees and MozCon partners.
9:00am – Welcome to Day Two!
Cyrus Shepard, emcee
9:10am – Keynote – Accessible Machine Learning Workflows for SEOs
Britney Muller, Senior SEO Scientist, Moz
"Machine learning" and "automation" aren't words SEOs need to fear. Machine learning enthusiast and ambassador of technical SEO Britney Muller shares a series of workflows intended for any SEO to access and use in their everyday work — no intimidation required.
9:55am – Stream 1 – How to Be Ahead of the (CTR) Curve
Izzi Smith, Technical SEO Analyst, Ryte
Let’s face it: Carrying out SEO magic is all in vain when you’re forgetting about how your brand and products are being surfaced in the SERPs. By not properly analyzing or enhancing our organic CTR, we're greatly limiting our potential. Izzi will help you create the perfect SERP engagement strategy by covering practical ways to uplift your significant CTR, such as remedying your critical keyword rankings that could soon be lost, leveraging brand-empowering entity features (and assessing the risks of doing so), more intelligent testing of rich & featured snippet optimizations, and a whole lot more. CTR-you-ready?? You better be!
9:55am – Stream 2 – How to Go Beyond Marketing for Clients: The Value of a Thriving Brand Ecosystem
Flavilla Fongang, Brand Strategist, 3 Colours Rule
Too many marketers serve their clients the bare minimum of what's expected from an agency. To stand out among the crowd, cultivate real loyalty, and maximize the lifetime value of your clients, you have to go beyond mere marketing — developing a thriving brand ecosystem that aligns with the brand's ultimate goals. Flavilla Fongang shares her tried-and-true framework for optimizing the customer journey, improving acquisition and retention, and going beyond what's expected to serve your clients well.
10:50am – Stream 1 – How to Promote Your Content Like a Boss
Brian Dean, Founder, Backlinko
Creating content is easy. But getting people to see your content? That's a different story. Brian Dean shares over a dozen practical strategies that you can use to spread the word about your latest blog post, podcast episode, or YouTube video.
10:50am – Stream 2 – Google My Business: Battling Bad Info & Safeguarding Your Search Strategy
Joy Hawkins, Owner, Sterling Sky Inc.
What's the harm in a little misinformation here and there? In the realm of local SEO, Joy Hawkins is here to outline exactly that. When it comes to local search and Google My Business, bad info can be make or break for your campaigns. Follow real data from a recent case study that illustrates why strategic decisions should be based on accurate information — and what can happen when that info is bad, wrong, or just plain incomplete.
11:45am – Birds of a Feather discussion groups
Connect and chat with like-minded marketers on a wide range of digital marketing topics!
12:10pm – Keynote – Runtime: The 3-Ring Circus of Technical SEO
Michael King, Managing Director, iPullRank
Mike redefined technical SEO and its importance in our industry back in 2016. In 2018, he taught us everything we didn't know about SEO. This year, he's back to share the hottest technical tactics to up-level your efforts, plus the case studies and data that should be guiding your decisions.
1:25pm – Stream 1 – Everyday Automation for Marketers
David Sottimano, Independent Marketing Consultant, Opensource.org
As a general rule, we shouldn't be doing things that a computer can do better. However, a lot of automation is achieved through programming expertise — and that expertise isn't usually a marketer's forte. In this session, you'll learn how to gather data, use machine learning, and automate everyday tasks for marketers using low-code or no-code solutions.
1:25pm – Stream 2 – Red Flags: Use a Discovery Process to Go from Red Flags to Green Lights
Dana DiTomaso, President and Partner, Kick Point
Ever get a few months into working with a new client and you’re thinking “if only we’d known…”? Or how about when you start that new job, except you can’t seem to make any forward progress because you’re always mopping up prior mistakes? Running a discovery process at the start of a project — or even as its own project — will help you turn those red flags into green lights.
2:20pm – Stream 1 – Competitive Advantage in a Commoditized Industry
Heather Physioc, Group Connections Director, Discoverability, VMLY&R
SEO isn't dead — it’s commoditized. In a world where search companies are a dime a dozen and brands tout bland "unique selling propositions" that aren't unique at all, how can you avoid drowning in the sea of sameness? What are you doing that's any different from every other SEO firm? In this talk, you'll learn how to find, activate, and articulate your competitive advantage. Learn how to identify unique strengths and innovative offerings that equate to competitive advantage through these real, working examples so you can bring them to life in search. You'll leave with actionable tips and homework to help your search business stand out — and that you can use with clients to help them find their competitive edge, too.
2:20pm – Stream 1 – I Wanna Be Rich: Making Your Consultancy Profitable
Russ Jones, Principal Search Scientist, Moz
How will your company weather the next update? How will you avoid layoffs and salary cuts? Being a master of SEO doesn't guarantee that your consultancy will succeed. After a decade and a half of experience, Russ Jones will outline the techniques that will keep your clients happy and your bottom line healthy.
3:10pm – Keynote – The CMO Role Has Been Disrupted: Are You Ready for Your New Boss?
Will Reynolds, Founder & Vice President of Innovation, Seer Interactive
CMOs have the shortest tenure in the c-suite, and the CMO role has been eliminated at some of the largest brands. CEOs are now asking tougher and tougher questions about the value of marketing — and oftentimes marketers are not prepared.
Connecting your data and building your data flywheel is one way to support the swift answers CEOs expect from their CMOs. We need to get stronger at bridging our day-to-day work to the value it drives. And more than ever, “brand lift” isn’t enough to satisfy CEOs.
This presentation will start at the top. How businesses are run, how CEOs talk, and how we as search marketers can use the data we have access to everyday in new ways to answer the questions of the c-suite and raise our visibility and value in organizations.
4:15pm – Networking
Open time for attendees to connect with other attendees and MozCon partners.
5:15pm – That's a wrap for MozCon Virtual 2020!
See you there?
Chatting with speakers via Q&A, connecting with peers and potential partners over Birds of a Feather groups, absorbing all the knowledge for another fruitful year of marketing... we can't wait to share it with you!
Yep, I'm going to MozCon Virtual!
Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!
0 notes
Text
The MozCon Virtual 2020 Final Agenda
Posted by cheryldraper
We're just about a month out from this year's MozCon and we couldn't be more excited! If you've never considered it before, it's high time you became acquainted with the idea of a "couchference" — a full-fledged conference held from the comfort of your home office space, real office space (depending on your local quarantine phase), or even your sofa.
On July 14th & 15th, we'll be charting brand-new territory with MozCon Virtual: with a choose-your-own-adventure two-stream show, robust opportunities for online networking, and some of the industry's top speakers, you're in for all the turbo-charged SEO education and peer interaction of in-person MozCon with none of the troubles of travel. Plus, at $129 per ticket (including full access to the professionally produced video bundle, a $350 value!) you'll access incredible marketing thought leadership at an unheard-of price:
Nab my ticket and video bundle for $129
And remember, this is a great opportunity for our friends around the world and those who aren't able to travel to experience the MozCon magic live! If this will be your first time attending, we'd love to hear what talk you're most excited for in the comments.
Read on to see what your favorite industry leaders are speaking on this year!
Tuesday, July 14th
8:30am – Networking
Open time for attendees to connect with other attendees and MozCon partners.
9:00am – Keynote – Welcome to MozCon Virtual 2020 + State of the Industry
Sarah Bird, CEO of Moz
Sarah has a storied history of kicking MozCon off with a bright, sparkly bang. The fearless leader of Moz will be welcoming each and every one of us to this year's virtual event, laying out all the pertinent details of the conference, and setting the tone for two jam-packed days of learning with a look at the State of the Industry.
9:25am – Keynote – Thought Leadership and SEO: The 3 Key Elements and Search Ranking Strategies
Andy Crestodina, Co-founder and CMO, Orbit Media
Everyone wants to do it, but no one really knows what it is. So what is thought leadership? What isn’t it? And how does it affect search rankings?
This presentation is a data-rich perspective on the oh-so-popular topic of thought leadership, filled with practical takeaways for becoming an authority. And it’s all about the relationship between thought leadership and SEO. We’ll see how the research answers the questions and informs the tactics: Can brands be thought leaders? Can it be outsourced? Do you need to publish research? Or strong opinion? And how does it attract links and authority, rankings, and qualified visitors? Learn how a personal brand combines with content to drive big wins in SEO.
10:20am – Stream 1 – Great Expectations: The Truth About Digital PR Campaigns
Shannon McGuirk, Head of PR & Content, Aira
In her talk, Shannon will challenge the desire for virality over consistency when it comes to digital PR and link building campaigns, while exploring the impact on the industry, team morale, and client expectations. By honestly sharing her own shortcomings, she'll push you to learn from your own campaign failures using tried and tested frameworks that’ll mean you can face any creative campaign or outreach struggle head-on.
10:20am – Stream 2 – Whatever You Do, Put Billboards in Seattle – Getting Brand Awareness Data from Google
Robin Lord, Consultant, Distilled
How can you harness the vast power of Google data to gain special insight into city- and product-level brand awareness? Robin will lead us on a journey through his Google Trends methodology to use Adwords search volume data for better brand intelligence.
11:15am – Stream 1 – How to Build a Global Brand Without a Global Budget
Phil Nottingham, Brand and Video Marketing Strategist, Phil Nottingham Ltd.
As funnel-based marketing becomes less effective and harder to measure, "building a brand" is frequently touted as the panacea for all marketer's woes. But it's unclear how this can be achieved scalably and with a limited budget. Large enterprises resort to huge creative advertising campaigns that get their names out there by force of spend alone — but this isn't realistic for the smaller companies and the number of impressions is not the number of people impressed. In this session, Phil explains how modern brands are built through advocacy more than awareness alone, offering a deliverable method of brand marketing to radically shake up your content strategy.
11:15am – Stream 2 – The Science of Seeking Your Customer
Alexis Sanders, Senior SEO Account Manager, Merkle
Users are at the core of everything we do in modern SEO. However, finding and understanding audiences can be daunting. Alexis will cover how to find your audience, share tools that are available for all price points, and show ways in which she’s found audience research to be useful as an SEO.
12:10pm – Birds of a Feather discussion groups
Connect and chat with like-minded marketers on a wide range of digital marketing topics!
12:55pm – Keynote – Moving Targets: Keywords in Crisis
Dr. Peter J. Meyers, Marketing Scientist, Moz
Too often, we take a once-and-done approach to keyword research, but Google changes at the pace of information, and that pace speeds up even more during a crisis. How do we do keyword research in fast-paced industries and during world-changing moments? Dr. Pete provides concrete tactics for adaptive keyword research and spotting trends as they happen.
1:45pm – Stream 1 – A Novel Approach to Scraping SEO Data
Rob Ousbey, VP Product, Moz
Throughout a decade in SEO consulting, Rob needed to extract data from websites on many an occasion. Often this was at scale from sites that didn't have an API or export feature, or on sites that required some kind of authentication. While this was primarily a way to collect & combine data from different SEO tools, the use-cases were endless.
He found a technique that helped immensely, particularly when traditional tools couldn't do the job — but hadn't seen anyone using the same approach. In this very tactical session, Rob will walk through the steps he's used to extract data from all sorts of sites, from small fry to the giants, and give you the tools and knowledge to do the same.
1:45pm – Stream 2 – Let It Go: How to Embrace Automation and Get Way More Done
Francine Rodriguez, Manager of Customer Success, WordStream
Let the robot uprising begin! We've all heard horror stories about the dangers of automating your tasks, but now is not the time to deny yourself extra help. Robots never sleep. They don't get tired or overwhelmed by their to-do lists, and they're ready to work round-the-clock to accomplish whatever task we set before them. In this talk, you'll explore all the areas were automation is kicking butt in PPC — and how you can harness the power of robots to make more time for other efforts.
2:35pm – Keynote – Designing a Content Engine: Going from Ideation to Creation to Distribution
Ross Simmonds, CEO, Foundation
What does it take to develop a content engine that drives results? In this presentation, Ross will share data around the power of having a content engine, tools & strategies for content ideation, tools and tactics for content creation, and frameworks that brands can use to ensure that their content is distributed effectively after hitting publish. This presentation will help you not only uncover content-market fit, but also capitalize on it.
3:30pm – Networking
Open time for attendees to connect with other attendees and MozCon partners.
4:30pm — Day One is in the books!
Wednesday, July 15th
8:30am – Networking
Open time for attendees to connect with other attendees and MozCon partners.
9:00am – Welcome to Day Two!
Cyrus Shepard, emcee
9:10am – Keynote – Accessible Machine Learning Workflows for SEOs
Britney Muller, Senior SEO Scientist, Moz
"Machine learning" and "automation" aren't words SEOs need to fear. Machine learning enthusiast and ambassador of technical SEO Britney Muller shares a series of workflows intended for any SEO to access and use in their everyday work — no intimidation required.
9:55am – Stream 1 – How to Be Ahead of the (CTR) Curve
Izzi Smith, Technical SEO Analyst, Ryte
Let’s face it: Carrying out SEO magic is all in vain when you’re forgetting about how your brand and products are being surfaced in the SERPs. By not properly analyzing or enhancing our organic CTR, we're greatly limiting our potential. Izzi will help you create the perfect SERP engagement strategy by covering practical ways to uplift your significant CTR, such as remedying your critical keyword rankings that could soon be lost, leveraging brand-empowering entity features (and assessing the risks of doing so), more intelligent testing of rich & featured snippet optimizations, and a whole lot more. CTR-you-ready?? You better be!
9:55am – Stream 2 – How to Go Beyond Marketing for Clients: The Value of a Thriving Brand Ecosystem
Flavilla Fongang, Brand Strategist, 3 Colours Rule
Too many marketers serve their clients the bare minimum of what's expected from an agency. To stand out among the crowd, cultivate real loyalty, and maximize the lifetime value of your clients, you have to go beyond mere marketing — developing a thriving brand ecosystem that aligns with the brand's ultimate goals. Flavilla Fongang shares her tried-and-true framework for optimizing the customer journey, improving acquisition and retention, and going beyond what's expected to serve your clients well.
10:50am – Stream 1 – How to Promote Your Content Like a Boss
Brian Dean, Founder, Backlinko
Creating content is easy. But getting people to see your content? That's a different story. Brian Dean shares over a dozen practical strategies that you can use to spread the word about your latest blog post, podcast episode, or YouTube video.
10:50am – Stream 2 – Google My Business: Battling Bad Info & Safeguarding Your Search Strategy
Joy Hawkins, Owner, Sterling Sky Inc.
What's the harm in a little misinformation here and there? In the realm of local SEO, Joy Hawkins is here to outline exactly that. When it comes to local search and Google My Business, bad info can be make or break for your campaigns. Follow real data from a recent case study that illustrates why strategic decisions should be based on accurate information — and what can happen when that info is bad, wrong, or just plain incomplete.
11:45am – Birds of a Feather discussion groups
Connect and chat with like-minded marketers on a wide range of digital marketing topics!
12:10pm – Keynote – Runtime: The 3-Ring Circus of Technical SEO
Michael King, Managing Director, iPullRank
Mike redefined technical SEO and its importance in our industry back in 2016. In 2018, he taught us everything we didn't know about SEO. This year, he's back to share the hottest technical tactics to up-level your efforts, plus the case studies and data that should be guiding your decisions.
1:25pm – Stream 1 – Everyday Automation for Marketers
David Sottimano, Independent Marketing Consultant, Opensource.org
As a general rule, we shouldn't be doing things that a computer can do better. However, a lot of automation is achieved through programming expertise — and that expertise isn't usually a marketer's forte. In this session, you'll learn how to gather data, use machine learning, and automate everyday tasks for marketers using low-code or no-code solutions.
1:25pm – Stream 2 – Red Flags: Use a Discovery Process to Go from Red Flags to Green Lights
Dana DiTomaso, President and Partner, Kick Point
Ever get a few months into working with a new client and you’re thinking “if only we’d known…”? Or how about when you start that new job, except you can’t seem to make any forward progress because you’re always mopping up prior mistakes? Running a discovery process at the start of a project — or even as its own project — will help you turn those red flags into green lights.
2:20pm – Stream 1 – Competitive Advantage in a Commoditized Industry
Heather Physioc, Group Connections Director, Discoverability, VMLY&R
SEO isn't dead — it’s commoditized. In a world where search companies are a dime a dozen and brands tout bland "unique selling propositions" that aren't unique at all, how can you avoid drowning in the sea of sameness? What are you doing that's any different from every other SEO firm? In this talk, you'll learn how to find, activate, and articulate your competitive advantage. Learn how to identify unique strengths and innovative offerings that equate to competitive advantage through these real, working examples so you can bring them to life in search. You'll leave with actionable tips and homework to help your search business stand out — and that you can use with clients to help them find their competitive edge, too.
2:20pm – Stream 1 – I Wanna Be Rich: Making Your Consultancy Profitable
Russ Jones, Principal Search Scientist, Moz
How will your company weather the next update? How will you avoid layoffs and salary cuts? Being a master of SEO doesn't guarantee that your consultancy will succeed. After a decade and a half of experience, Russ Jones will outline the techniques that will keep your clients happy and your bottom line healthy.
3:10pm – Keynote – The CMO Role Has Been Disrupted: Are You Ready for Your New Boss?
Will Reynolds, Founder & Vice President of Innovation, Seer Interactive
CMOs have the shortest tenure in the c-suite, and the CMO role has been eliminated at some of the largest brands. CEOs are now asking tougher and tougher questions about the value of marketing — and oftentimes marketers are not prepared.
Connecting your data and building your data flywheel is one way to support the swift answers CEOs expect from their CMOs. We need to get stronger at bridging our day-to-day work to the value it drives. And more than ever, “brand lift” isn’t enough to satisfy CEOs.
This presentation will start at the top. How businesses are run, how CEOs talk, and how we as search marketers can use the data we have access to everyday in new ways to answer the questions of the c-suite and raise our visibility and value in organizations.
4:15pm – Networking
Open time for attendees to connect with other attendees and MozCon partners.
5:15pm – That's a wrap for MozCon Virtual 2020!
See you there?
Chatting with speakers via Q&A, connecting with peers and potential partners over Birds of a Feather groups, absorbing all the knowledge for another fruitful year of marketing... we can't wait to share it with you!
Yep, I'm going to MozCon Virtual!
Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!
0 notes
Text
The MozCon Virtual 2020 Final Agenda
Posted by cheryldraper
We're just about a month out from this year's MozCon and we couldn't be more excited! If you've never considered it before, it's high time you became acquainted with the idea of a "couchference" — a full-fledged conference held from the comfort of your home office space, real office space (depending on your local quarantine phase), or even your sofa.
On July 14th & 15th, we'll be charting brand-new territory with MozCon Virtual: with a choose-your-own-adventure two-stream show, robust opportunities for online networking, and some of the industry's top speakers, you're in for all the turbo-charged SEO education and peer interaction of in-person MozCon with none of the troubles of travel. Plus, at $129 per ticket (including full access to the professionally produced video bundle, a $350 value!) you'll access incredible marketing thought leadership at an unheard-of price:
Nab my ticket and video bundle for $129
And remember, this is a great opportunity for our friends around the world and those who aren't able to travel to experience the MozCon magic live! If this will be your first time attending, we'd love to hear what talk you're most excited for in the comments.
Read on to see what your favorite industry leaders are speaking on this year!
Tuesday, July 14th
8:30am – Networking
Open time for attendees to connect with other attendees and MozCon partners.
9:00am – Keynote – Welcome to MozCon Virtual 2020 + State of the Industry
Sarah Bird, CEO of Moz
Sarah has a storied history of kicking MozCon off with a bright, sparkly bang. The fearless leader of Moz will be welcoming each and every one of us to this year's virtual event, laying out all the pertinent details of the conference, and setting the tone for two jam-packed days of learning with a look at the State of the Industry.
9:25am – Keynote – Thought Leadership and SEO: The 3 Key Elements and Search Ranking Strategies
Andy Crestodina, Co-founder and CMO, Orbit Media
Everyone wants to do it, but no one really knows what it is. So what is thought leadership? What isn’t it? And how does it affect search rankings?
This presentation is a data-rich perspective on the oh-so-popular topic of thought leadership, filled with practical takeaways for becoming an authority. And it’s all about the relationship between thought leadership and SEO. We’ll see how the research answers the questions and informs the tactics: Can brands be thought leaders? Can it be outsourced? Do you need to publish research? Or strong opinion? And how does it attract links and authority, rankings, and qualified visitors? Learn how a personal brand combines with content to drive big wins in SEO.
10:20am – Stream 1 – Great Expectations: The Truth About Digital PR Campaigns
Shannon McGuirk, Head of PR & Content, Aira
In her talk, Shannon will challenge the desire for virality over consistency when it comes to digital PR and link building campaigns, while exploring the impact on the industry, team morale, and client expectations. By honestly sharing her own shortcomings, she'll push you to learn from your own campaign failures using tried and tested frameworks that’ll mean you can face any creative campaign or outreach struggle head-on.
10:20am – Stream 2 – Whatever You Do, Put Billboards in Seattle – Getting Brand Awareness Data from Google
Robin Lord, Consultant, Distilled
How can you harness the vast power of Google data to gain special insight into city- and product-level brand awareness? Robin will lead us on a journey through his Google Trends methodology to use Adwords search volume data for better brand intelligence.
11:15am – Stream 1 – How to Build a Global Brand Without a Global Budget
Phil Nottingham, Brand and Video Marketing Strategist, Phil Nottingham Ltd.
As funnel-based marketing becomes less effective and harder to measure, "building a brand" is frequently touted as the panacea for all marketer's woes. But it's unclear how this can be achieved scalably and with a limited budget. Large enterprises resort to huge creative advertising campaigns that get their names out there by force of spend alone — but this isn't realistic for the smaller companies and the number of impressions is not the number of people impressed. In this session, Phil explains how modern brands are built through advocacy more than awareness alone, offering a deliverable method of brand marketing to radically shake up your content strategy.
11:15am – Stream 2 – The Science of Seeking Your Customer
Alexis Sanders, Senior SEO Account Manager, Merkle
Users are at the core of everything we do in modern SEO. However, finding and understanding audiences can be daunting. Alexis will cover how to find your audience, share tools that are available for all price points, and show ways in which she’s found audience research to be useful as an SEO.
12:10pm – Birds of a Feather discussion groups
Connect and chat with like-minded marketers on a wide range of digital marketing topics!
12:55pm – Keynote – Moving Targets: Keywords in Crisis
Dr. Peter J. Meyers, Marketing Scientist, Moz
Too often, we take a once-and-done approach to keyword research, but Google changes at the pace of information, and that pace speeds up even more during a crisis. How do we do keyword research in fast-paced industries and during world-changing moments? Dr. Pete provides concrete tactics for adaptive keyword research and spotting trends as they happen.
1:45pm – Stream 1 – A Novel Approach to Scraping SEO Data
Rob Ousbey, VP Product, Moz
Throughout a decade in SEO consulting, Rob needed to extract data from websites on many an occasion. Often this was at scale from sites that didn't have an API or export feature, or on sites that required some kind of authentication. While this was primarily a way to collect & combine data from different SEO tools, the use-cases were endless.
He found a technique that helped immensely, particularly when traditional tools couldn't do the job — but hadn't seen anyone using the same approach. In this very tactical session, Rob will walk through the steps he's used to extract data from all sorts of sites, from small fry to the giants, and give you the tools and knowledge to do the same.
1:45pm – Stream 2 – Let It Go: How to Embrace Automation and Get Way More Done
Francine Rodriguez, Manager of Customer Success, WordStream
Let the robot uprising begin! We've all heard horror stories about the dangers of automating your tasks, but now is not the time to deny yourself extra help. Robots never sleep. They don't get tired or overwhelmed by their to-do lists, and they're ready to work round-the-clock to accomplish whatever task we set before them. In this talk, you'll explore all the areas were automation is kicking butt in PPC — and how you can harness the power of robots to make more time for other efforts.
2:35pm – Keynote – Designing a Content Engine: Going from Ideation to Creation to Distribution
Ross Simmonds, CEO, Foundation
What does it take to develop a content engine that drives results? In this presentation, Ross will share data around the power of having a content engine, tools & strategies for content ideation, tools and tactics for content creation, and frameworks that brands can use to ensure that their content is distributed effectively after hitting publish. This presentation will help you not only uncover content-market fit, but also capitalize on it.
3:30pm – Networking
Open time for attendees to connect with other attendees and MozCon partners.
4:30pm — Day One is in the books!
Wednesday, July 15th
8:30am – Networking
Open time for attendees to connect with other attendees and MozCon partners.
9:00am – Welcome to Day Two!
Cyrus Shepard, emcee
9:10am – Keynote – Accessible Machine Learning Workflows for SEOs
Britney Muller, Senior SEO Scientist, Moz
"Machine learning" and "automation" aren't words SEOs need to fear. Machine learning enthusiast and ambassador of technical SEO Britney Muller shares a series of workflows intended for any SEO to access and use in their everyday work — no intimidation required.
9:55am – Stream 1 – How to Be Ahead of the (CTR) Curve
Izzi Smith, Technical SEO Analyst, Ryte
Let’s face it: Carrying out SEO magic is all in vain when you’re forgetting about how your brand and products are being surfaced in the SERPs. By not properly analyzing or enhancing our organic CTR, we're greatly limiting our potential. Izzi will help you create the perfect SERP engagement strategy by covering practical ways to uplift your significant CTR, such as remedying your critical keyword rankings that could soon be lost, leveraging brand-empowering entity features (and assessing the risks of doing so), more intelligent testing of rich & featured snippet optimizations, and a whole lot more. CTR-you-ready?? You better be!
9:55am – Stream 2 – How to Go Beyond Marketing for Clients: The Value of a Thriving Brand Ecosystem
Flavilla Fongang, Brand Strategist, 3 Colours Rule
Too many marketers serve their clients the bare minimum of what's expected from an agency. To stand out among the crowd, cultivate real loyalty, and maximize the lifetime value of your clients, you have to go beyond mere marketing — developing a thriving brand ecosystem that aligns with the brand's ultimate goals. Flavilla Fongang shares her tried-and-true framework for optimizing the customer journey, improving acquisition and retention, and going beyond what's expected to serve your clients well.
10:50am – Stream 1 – How to Promote Your Content Like a Boss
Brian Dean, Founder, Backlinko
Creating content is easy. But getting people to see your content? That's a different story. Brian Dean shares over a dozen practical strategies that you can use to spread the word about your latest blog post, podcast episode, or YouTube video.
10:50am – Stream 2 – Google My Business: Battling Bad Info & Safeguarding Your Search Strategy
Joy Hawkins, Owner, Sterling Sky Inc.
What's the harm in a little misinformation here and there? In the realm of local SEO, Joy Hawkins is here to outline exactly that. When it comes to local search and Google My Business, bad info can be make or break for your campaigns. Follow real data from a recent case study that illustrates why strategic decisions should be based on accurate information — and what can happen when that info is bad, wrong, or just plain incomplete.
11:45am – Birds of a Feather discussion groups
Connect and chat with like-minded marketers on a wide range of digital marketing topics!
12:10pm – Keynote – Runtime: The 3-Ring Circus of Technical SEO
Michael King, Managing Director, iPullRank
Mike redefined technical SEO and its importance in our industry back in 2016. In 2018, he taught us everything we didn't know about SEO. This year, he's back to share the hottest technical tactics to up-level your efforts, plus the case studies and data that should be guiding your decisions.
1:25pm – Stream 1 – Everyday Automation for Marketers
David Sottimano, Independent Marketing Consultant, Opensource.org
As a general rule, we shouldn't be doing things that a computer can do better. However, a lot of automation is achieved through programming expertise — and that expertise isn't usually a marketer's forte. In this session, you'll learn how to gather data, use machine learning, and automate everyday tasks for marketers using low-code or no-code solutions.
1:25pm – Stream 2 – Red Flags: Use a Discovery Process to Go from Red Flags to Green Lights
Dana DiTomaso, President and Partner, Kick Point
Ever get a few months into working with a new client and you’re thinking “if only we’d known…”? Or how about when you start that new job, except you can’t seem to make any forward progress because you’re always mopping up prior mistakes? Running a discovery process at the start of a project — or even as its own project — will help you turn those red flags into green lights.
2:20pm – Stream 1 – Competitive Advantage in a Commoditized Industry
Heather Physioc, Group Connections Director, Discoverability, VMLY&R
SEO isn't dead — it’s commoditized. In a world where search companies are a dime a dozen and brands tout bland "unique selling propositions" that aren't unique at all, how can you avoid drowning in the sea of sameness? What are you doing that's any different from every other SEO firm? In this talk, you'll learn how to find, activate, and articulate your competitive advantage. Learn how to identify unique strengths and innovative offerings that equate to competitive advantage through these real, working examples so you can bring them to life in search. You'll leave with actionable tips and homework to help your search business stand out — and that you can use with clients to help them find their competitive edge, too.
2:20pm – Stream 1 – I Wanna Be Rich: Making Your Consultancy Profitable
Russ Jones, Principal Search Scientist, Moz
How will your company weather the next update? How will you avoid layoffs and salary cuts? Being a master of SEO doesn't guarantee that your consultancy will succeed. After a decade and a half of experience, Russ Jones will outline the techniques that will keep your clients happy and your bottom line healthy.
3:10pm – Keynote – The CMO Role Has Been Disrupted: Are You Ready for Your New Boss?
Will Reynolds, Founder & Vice President of Innovation, Seer Interactive
CMOs have the shortest tenure in the c-suite, and the CMO role has been eliminated at some of the largest brands. CEOs are now asking tougher and tougher questions about the value of marketing — and oftentimes marketers are not prepared.
Connecting your data and building your data flywheel is one way to support the swift answers CEOs expect from their CMOs. We need to get stronger at bridging our day-to-day work to the value it drives. And more than ever, “brand lift” isn’t enough to satisfy CEOs.
This presentation will start at the top. How businesses are run, how CEOs talk, and how we as search marketers can use the data we have access to everyday in new ways to answer the questions of the c-suite and raise our visibility and value in organizations.
4:15pm – Networking
Open time for attendees to connect with other attendees and MozCon partners.
5:15pm – That's a wrap for MozCon Virtual 2020!
See you there?
Chatting with speakers via Q&A, connecting with peers and potential partners over Birds of a Feather groups, absorbing all the knowledge for another fruitful year of marketing... we can't wait to share it with you!
Yep, I'm going to MozCon Virtual!
Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!
https://ift.tt/3eFhsFn
0 notes
Text
The MozCon Virtual 2020 Final Agenda
Posted by cheryldraper
We're just about a month out from this year's MozCon and we couldn't be more excited! If you've never considered it before, it's high time you became acquainted with the idea of a "couchference" — a full-fledged conference held from the comfort of your home office space, real office space (depending on your local quarantine phase), or even your sofa.
On July 14th & 15th, we'll be charting brand-new territory with MozCon Virtual: with a choose-your-own-adventure two-stream show, robust opportunities for online networking, and some of the industry's top speakers, you're in for all the turbo-charged SEO education and peer interaction of in-person MozCon with none of the troubles of travel. Plus, at $129 per ticket (including full access to the professionally produced video bundle, a $350 value!) you'll access incredible marketing thought leadership at an unheard-of price:
Nab my ticket and video bundle for $129
And remember, this is a great opportunity for our friends around the world and those who aren't able to travel to experience the MozCon magic live! If this will be your first time attending, we'd love to hear what talk you're most excited for in the comments.
Read on to see what your favorite industry leaders are speaking on this year!
Tuesday, July 14th
8:30am – Networking
Open time for attendees to connect with other attendees and MozCon partners.
9:00am – Keynote – Welcome to MozCon Virtual 2020 + State of the Industry
Sarah Bird, CEO of Moz
Sarah has a storied history of kicking MozCon off with a bright, sparkly bang. The fearless leader of Moz will be welcoming each and every one of us to this year's virtual event, laying out all the pertinent details of the conference, and setting the tone for two jam-packed days of learning with a look at the State of the Industry.
9:25am – Keynote – Thought Leadership and SEO: The 3 Key Elements and Search Ranking Strategies
Andy Crestodina, Co-founder and CMO, Orbit Media
Everyone wants to do it, but no one really knows what it is. So what is thought leadership? What isn’t it? And how does it affect search rankings?
This presentation is a data-rich perspective on the oh-so-popular topic of thought leadership, filled with practical takeaways for becoming an authority. And it’s all about the relationship between thought leadership and SEO. We’ll see how the research answers the questions and informs the tactics: Can brands be thought leaders? Can it be outsourced? Do you need to publish research? Or strong opinion? And how does it attract links and authority, rankings, and qualified visitors? Learn how a personal brand combines with content to drive big wins in SEO.
10:20am – Stream 1 – Great Expectations: The Truth About Digital PR Campaigns
Shannon McGuirk, Head of PR & Content, Aira
In her talk, Shannon will challenge the desire for virality over consistency when it comes to digital PR and link building campaigns, while exploring the impact on the industry, team morale, and client expectations. By honestly sharing her own shortcomings, she'll push you to learn from your own campaign failures using tried and tested frameworks that’ll mean you can face any creative campaign or outreach struggle head-on.
10:20am – Stream 2 – Whatever You Do, Put Billboards in Seattle – Getting Brand Awareness Data from Google
Robin Lord, Consultant, Distilled
How can you harness the vast power of Google data to gain special insight into city- and product-level brand awareness? Robin will lead us on a journey through his Google Trends methodology to use Adwords search volume data for better brand intelligence.
11:15am – Stream 1 – How to Build a Global Brand Without a Global Budget
Phil Nottingham, Brand and Video Marketing Strategist, Phil Nottingham Ltd.
As funnel-based marketing becomes less effective and harder to measure, "building a brand" is frequently touted as the panacea for all marketer's woes. But it's unclear how this can be achieved scalably and with a limited budget. Large enterprises resort to huge creative advertising campaigns that get their names out there by force of spend alone — but this isn't realistic for the smaller companies and the number of impressions is not the number of people impressed. In this session, Phil explains how modern brands are built through advocacy more than awareness alone, offering a deliverable method of brand marketing to radically shake up your content strategy.
11:15am – Stream 2 – The Science of Seeking Your Customer
Alexis Sanders, Senior SEO Account Manager, Merkle
Users are at the core of everything we do in modern SEO. However, finding and understanding audiences can be daunting. Alexis will cover how to find your audience, share tools that are available for all price points, and show ways in which she’s found audience research to be useful as an SEO.
12:10pm – Birds of a Feather discussion groups
Connect and chat with like-minded marketers on a wide range of digital marketing topics!
12:55pm – Keynote – Moving Targets: Keywords in Crisis
Dr. Peter J. Meyers, Marketing Scientist, Moz
Too often, we take a once-and-done approach to keyword research, but Google changes at the pace of information, and that pace speeds up even more during a crisis. How do we do keyword research in fast-paced industries and during world-changing moments? Dr. Pete provides concrete tactics for adaptive keyword research and spotting trends as they happen.
1:45pm – Stream 1 – A Novel Approach to Scraping SEO Data
Rob Ousbey, VP Product, Moz
Throughout a decade in SEO consulting, Rob needed to extract data from websites on many an occasion. Often this was at scale from sites that didn't have an API or export feature, or on sites that required some kind of authentication. While this was primarily a way to collect & combine data from different SEO tools, the use-cases were endless.
He found a technique that helped immensely, particularly when traditional tools couldn't do the job — but hadn't seen anyone using the same approach. In this very tactical session, Rob will walk through the steps he's used to extract data from all sorts of sites, from small fry to the giants, and give you the tools and knowledge to do the same.
1:45pm – Stream 2 – Let It Go: How to Embrace Automation and Get Way More Done
Francine Rodriguez, Manager of Customer Success, WordStream
Let the robot uprising begin! We've all heard horror stories about the dangers of automating your tasks, but now is not the time to deny yourself extra help. Robots never sleep. They don't get tired or overwhelmed by their to-do lists, and they're ready to work round-the-clock to accomplish whatever task we set before them. In this talk, you'll explore all the areas were automation is kicking butt in PPC — and how you can harness the power of robots to make more time for other efforts.
2:35pm – Keynote – Designing a Content Engine: Going from Ideation to Creation to Distribution
Ross Simmonds, CEO, Foundation
What does it take to develop a content engine that drives results? In this presentation, Ross will share data around the power of having a content engine, tools & strategies for content ideation, tools and tactics for content creation, and frameworks that brands can use to ensure that their content is distributed effectively after hitting publish. This presentation will help you not only uncover content-market fit, but also capitalize on it.
3:30pm – Networking
Open time for attendees to connect with other attendees and MozCon partners.
4:30pm — Day One is in the books!
Wednesday, July 15th
8:30am – Networking
Open time for attendees to connect with other attendees and MozCon partners.
9:00am – Welcome to Day Two!
Cyrus Shepard, emcee
9:10am – Keynote – Accessible Machine Learning Workflows for SEOs
Britney Muller, Senior SEO Scientist, Moz
"Machine learning" and "automation" aren't words SEOs need to fear. Machine learning enthusiast and ambassador of technical SEO Britney Muller shares a series of workflows intended for any SEO to access and use in their everyday work — no intimidation required.
9:55am – Stream 1 – How to Be Ahead of the (CTR) Curve
Izzi Smith, Technical SEO Analyst, Ryte
Let’s face it: Carrying out SEO magic is all in vain when you’re forgetting about how your brand and products are being surfaced in the SERPs. By not properly analyzing or enhancing our organic CTR, we're greatly limiting our potential. Izzi will help you create the perfect SERP engagement strategy by covering practical ways to uplift your significant CTR, such as remedying your critical keyword rankings that could soon be lost, leveraging brand-empowering entity features (and assessing the risks of doing so), more intelligent testing of rich & featured snippet optimizations, and a whole lot more. CTR-you-ready?? You better be!
9:55am – Stream 2 – How to Go Beyond Marketing for Clients: The Value of a Thriving Brand Ecosystem
Flavilla Fongang, Brand Strategist, 3 Colours Rule
Too many marketers serve their clients the bare minimum of what's expected from an agency. To stand out among the crowd, cultivate real loyalty, and maximize the lifetime value of your clients, you have to go beyond mere marketing — developing a thriving brand ecosystem that aligns with the brand's ultimate goals. Flavilla Fongang shares her tried-and-true framework for optimizing the customer journey, improving acquisition and retention, and going beyond what's expected to serve your clients well.
10:50am – Stream 1 – How to Promote Your Content Like a Boss
Brian Dean, Founder, Backlinko
Creating content is easy. But getting people to see your content? That's a different story. Brian Dean shares over a dozen practical strategies that you can use to spread the word about your latest blog post, podcast episode, or YouTube video.
10:50am – Stream 2 – Google My Business: Battling Bad Info & Safeguarding Your Search Strategy
Joy Hawkins, Owner, Sterling Sky Inc.
What's the harm in a little misinformation here and there? In the realm of local SEO, Joy Hawkins is here to outline exactly that. When it comes to local search and Google My Business, bad info can be make or break for your campaigns. Follow real data from a recent case study that illustrates why strategic decisions should be based on accurate information — and what can happen when that info is bad, wrong, or just plain incomplete.
11:45am – Birds of a Feather discussion groups
Connect and chat with like-minded marketers on a wide range of digital marketing topics!
12:10pm – Keynote – Up-Level Your Technical SEO Game
Michael King, Managing Director, iPullRank
Mike redefined technical SEO and its importance in our industry back in 2016. In 2018, he taught us everything we didn't know about SEO. This year, he's back to share the hottest technical tactics to up-level your efforts, plus the case studies and data that should be guiding your decisions.
1:25pm – Stream 1 – Everyday Automation for Marketers
David Sottimano, Independent Marketing Consultant, Opensource.org
As a general rule, we shouldn't be doing things that a computer can do better. However, a lot of automation is achieved through programming expertise — and that expertise isn't usually a marketer's forte. In this session, you'll learn how to gather data, use machine learning, and automate everyday tasks for marketers using low-code or no-code solutions.
1:25pm – Stream 2 – Red Flags: Use a Discovery Process to Go from Red Flags to Green Lights
Dana DiTomaso, President and Partner, Kick Point
Ever get a few months into working with a new client and you’re thinking “if only we’d known…”? Or how about when you start that new job, except you can’t seem to make any forward progress because you’re always mopping up prior mistakes? Running a discovery process at the start of a project — or even as its own project — will help you turn those red flags into green lights.
2:20pm – Stream 1 – Competitive Advantage in a Commoditized Industry
Heather Physioc, Group Connections Director, Discoverability, VMLY&R
SEO isn't dead — it’s commoditized. In a world where search companies are a dime a dozen and brands tout bland "unique selling propositions" that aren't unique at all, how can you avoid drowning in the sea of sameness? What are you doing that's any different from every other SEO firm? In this talk, you'll learn how to find, activate, and articulate your competitive advantage. Learn how to identify unique strengths and innovative offerings that equate to competitive advantage through these real, working examples so you can bring them to life in search. You'll leave with actionable tips and homework to help your search business stand out — and that you can use with clients to help them find their competitive edge, too.
2:20pm – Stream 1 – I Wanna Be Rich: Making Your Consultancy Profitable
Russ Jones, Principal Search Scientist, Moz
How will your company weather the next update? How will you avoid layoffs and salary cuts? Being a master of SEO doesn't guarantee that your consultancy will succeed. After a decade and a half of experience, Russ Jones will outline the techniques that will keep your clients happy and your bottom line healthy.
3:10pm – Keynote – The CMO Role Has Been Disrupted: Are You Ready for Your New Boss?
Will Reynolds, Founder & Vice President of Innovation, Seer Interactive
CMOs have the shortest tenure in the c-suite, and the CMO role has been eliminated at some of the largest brands. CEOs are now asking tougher and tougher questions about the value of marketing — and oftentimes marketers are not prepared.
Connecting your data and building your data flywheel is one way to support the swift answers CEOs expect from their CMOs. We need to get stronger at bridging our day-to-day work to the value it drives. And more than ever, “brand lift” isn’t enough to satisfy CEOs.
This presentation will start at the top. How businesses are run, how CEOs talk, and how we as search marketers can use the data we have access to everyday in new ways to answer the questions of the c-suite and raise our visibility and value in organizations.
4:15pm – Networking
Open time for attendees to connect with other attendees and MozCon partners.
5:15pm – That's a wrap for MozCon Virtual 2020!
See you there?
Chatting with speakers via Q&A, connecting with peers and potential partners over Birds of a Feather groups, absorbing all the knowledge for another fruitful year of marketing... we can't wait to share it with you!
Yep, I'm going to MozCon Virtual!
Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!
0 notes
Text
The MozCon Virtual 2020 Final Agenda
Posted by cheryldraper
We're just about a month out from this year's MozCon and we couldn't be more excited! If you've never considered it before, it's high time you became acquainted with the idea of a "couchference" — a full-fledged conference held from the comfort of your home office space, real office space (depending on your local quarantine phase), or even your sofa.
On July 14th & 15th, we'll be charting brand-new territory with MozCon Virtual: with a choose-your-own-adventure two-stream show, robust opportunities for online networking, and some of the industry's top speakers, you're in for all the turbo-charged SEO education and peer interaction of in-person MozCon with none of the troubles of travel. Plus, at $129 per ticket (including full access to the professionally produced video bundle, a $350 value!) you'll access incredible marketing thought leadership at an unheard-of price:
Nab my ticket and video bundle for $129
And remember, this is a great opportunity for our friends around the world and those who aren't able to travel to experience the MozCon magic live! If this will be your first time attending, we'd love to hear what talk you're most excited for in the comments.
Read on to see what your favorite industry leaders are speaking on this year!
Tuesday, July 14th
8:30am – Networking
Open time for attendees to connect with other attendees and MozCon partners.
9:00am – Keynote – Welcome to MozCon Virtual 2020 + State of the Industry
Sarah Bird, CEO of Moz
Sarah has a storied history of kicking MozCon off with a bright, sparkly bang. The fearless leader of Moz will be welcoming each and every one of us to this year's virtual event, laying out all the pertinent details of the conference, and setting the tone for two jam-packed days of learning with a look at the State of the Industry.
9:25am – Keynote – Thought Leadership and SEO: The 3 Key Elements and Search Ranking Strategies
Andy Crestodina, Co-founder and CMO, Orbit Media
Everyone wants to do it, but no one really knows what it is. So what is thought leadership? What isn’t it? And how does it affect search rankings?
This presentation is a data-rich perspective on the oh-so-popular topic of thought leadership, filled with practical takeaways for becoming an authority. And it’s all about the relationship between thought leadership and SEO. We’ll see how the research answers the questions and informs the tactics: Can brands be thought leaders? Can it be outsourced? Do you need to publish research? Or strong opinion? And how does it attract links and authority, rankings, and qualified visitors? Learn how a personal brand combines with content to drive big wins in SEO.
10:20am – Stream 1 – Great Expectations: The Truth About Digital PR Campaigns
Shannon McGuirk, Head of PR & Content, Aira
In her talk, Shannon will challenge the desire for virality over consistency when it comes to digital PR and link building campaigns, while exploring the impact on the industry, team morale, and client expectations. By honestly sharing her own shortcomings, she'll push you to learn from your own campaign failures using tried and tested frameworks that’ll mean you can face any creative campaign or outreach struggle head-on.
10:20am – Stream 2 – Whatever You Do, Put Billboards in Seattle – Getting Brand Awareness Data from Google
Robin Lord, Consultant, Distilled
How can you harness the vast power of Google data to gain special insight into city- and product-level brand awareness? Robin will lead us on a journey through his Google Trends methodology to use Adwords search volume data for better brand intelligence.
11:15am – Stream 1 – How to Build a Global Brand Without a Global Budget
Phil Nottingham, Brand and Video Marketing Strategist, Phil Nottingham Ltd.
As funnel-based marketing becomes less effective and harder to measure, "building a brand" is frequently touted as the panacea for all marketer's woes. But it's unclear how this can be achieved scalably and with a limited budget. Large enterprises resort to huge creative advertising campaigns that get their names out there by force of spend alone — but this isn't realistic for the smaller companies and the number of impressions is not the number of people impressed. In this session, Phil explains how modern brands are built through advocacy more than awareness alone, offering a deliverable method of brand marketing to radically shake up your content strategy.
11:15am – Stream 2 – The Science of Seeking Your Customer
Alexis Sanders, Senior SEO Account Manager, Merkle
Users are at the core of everything we do in modern SEO. However, finding and understanding audiences can be daunting. Alexis will cover how to find your audience, share tools that are available for all price points, and show ways in which she’s found audience research to be useful as an SEO.
12:10pm – Birds of a Feather discussion groups
Connect and chat with like-minded marketers on a wide range of digital marketing topics!
12:55pm – Keynote – Moving Targets: Keywords in Crisis
Dr. Peter J. Meyers, Marketing Scientist, Moz
Too often, we take a once-and-done approach to keyword research, but Google changes at the pace of information, and that pace speeds up even more during a crisis. How do we do keyword research in fast-paced industries and during world-changing moments? Dr. Pete provides concrete tactics for adaptive keyword research and spotting trends as they happen.
1:45pm – Stream 1 – A Novel Approach to Scraping SEO Data
Rob Ousbey, VP Product, Moz
Throughout a decade in SEO consulting, Rob needed to extract data from websites on many an occasion. Often this was at scale from sites that didn't have an API or export feature, or on sites that required some kind of authentication. While this was primarily a way to collect & combine data from different SEO tools, the use-cases were endless.
He found a technique that helped immensely, particularly when traditional tools couldn't do the job — but hadn't seen anyone using the same approach. In this very tactical session, Rob will walk through the steps he's used to extract data from all sorts of sites, from small fry to the giants, and give you the tools and knowledge to do the same.
1:45pm – Stream 2 – Let It Go: How to Embrace Automation and Get Way More Done
Francine Rodriguez, Manager of Customer Success, WordStream
Let the robot uprising begin! We've all heard horror stories about the dangers of automating your tasks, but now is not the time to deny yourself extra help. Robots never sleep. They don't get tired or overwhelmed by their to-do lists, and they're ready to work round-the-clock to accomplish whatever task we set before them. In this talk, you'll explore all the areas were automation is kicking butt in PPC — and how you can harness the power of robots to make more time for other efforts.
2:35pm – Keynote – Designing a Content Engine: Going from Ideation to Creation to Distribution
Ross Simmonds, CEO, Foundation
What does it take to develop a content engine that drives results? In this presentation, Ross will share data around the power of having a content engine, tools & strategies for content ideation, tools and tactics for content creation, and frameworks that brands can use to ensure that their content is distributed effectively after hitting publish. This presentation will help you not only uncover content-market fit, but also capitalize on it.
3:30pm – Networking
Open time for attendees to connect with other attendees and MozCon partners.
4:30pm — Day One is in the books!
Wednesday, July 15th
8:30am – Networking
Open time for attendees to connect with other attendees and MozCon partners.
9:00am – Welcome to Day Two!
Cyrus Shepard, emcee
9:10am – Keynote – Accessible Machine Learning Workflows for SEOs
Britney Muller, Senior SEO Scientist, Moz
"Machine learning" and "automation" aren't words SEOs need to fear. Machine learning enthusiast and ambassador of technical SEO Britney Muller shares a series of workflows intended for any SEO to access and use in their everyday work — no intimidation required.
9:55am – Stream 1 – How to Be Ahead of the (CTR) Curve
Izzi Smith, Technical SEO Analyst, Ryte
Let’s face it: Carrying out SEO magic is all in vain when you’re forgetting about how your brand and products are being surfaced in the SERPs. By not properly analyzing or enhancing our organic CTR, we're greatly limiting our potential. Izzi will help you create the perfect SERP engagement strategy by covering practical ways to uplift your significant CTR, such as remedying your critical keyword rankings that could soon be lost, leveraging brand-empowering entity features (and assessing the risks of doing so), more intelligent testing of rich & featured snippet optimizations, and a whole lot more. CTR-you-ready?? You better be!
9:55am – Stream 2 – How to Go Beyond Marketing for Clients: The Value of a Thriving Brand Ecosystem
Flavilla Fongang, Brand Strategist, 3 Colours Rule
Too many marketers serve their clients the bare minimum of what's expected from an agency. To stand out among the crowd, cultivate real loyalty, and maximize the lifetime value of your clients, you have to go beyond mere marketing — developing a thriving brand ecosystem that aligns with the brand's ultimate goals. Flavilla Fongang shares her tried-and-true framework for optimizing the customer journey, improving acquisition and retention, and going beyond what's expected to serve your clients well.
10:50am – Stream 1 – How to Promote Your Content Like a Boss
Brian Dean, Founder, Backlinko
Creating content is easy. But getting people to see your content? That's a different story. Brian Dean shares over a dozen practical strategies that you can use to spread the word about your latest blog post, podcast episode, or YouTube video.
10:50am – Stream 2 – Google My Business: Battling Bad Info & Safeguarding Your Search Strategy
Joy Hawkins, Owner, Sterling Sky Inc.
What's the harm in a little misinformation here and there? In the realm of local SEO, Joy Hawkins is here to outline exactly that. When it comes to local search and Google My Business, bad info can be make or break for your campaigns. Follow real data from a recent case study that illustrates why strategic decisions should be based on accurate information — and what can happen when that info is bad, wrong, or just plain incomplete.
11:45am – Birds of a Feather discussion groups
Connect and chat with like-minded marketers on a wide range of digital marketing topics!
12:10pm – Keynote – Up-Level Your Technical SEO Game
Michael King, Managing Director, iPullRank
Mike redefined technical SEO and its importance in our industry back in 2016. In 2018, he taught us everything we didn't know about SEO. This year, he's back to share the hottest technical tactics to up-level your efforts, plus the case studies and data that should be guiding your decisions.
1:25pm – Stream 1 – Everyday Automation for Marketers
David Sottimano, Independent Marketing Consultant, Opensource.org
As a general rule, we shouldn't be doing things that a computer can do better. However, a lot of automation is achieved through programming expertise — and that expertise isn't usually a marketer's forte. In this session, you'll learn how to gather data, use machine learning, and automate everyday tasks for marketers using low-code or no-code solutions.
1:25pm – Stream 2 – Red Flags: Use a Discovery Process to Go from Red Flags to Green Lights
Dana DiTomaso, President and Partner, Kick Point
Ever get a few months into working with a new client and you’re thinking “if only we’d known…”? Or how about when you start that new job, except you can’t seem to make any forward progress because you’re always mopping up prior mistakes? Running a discovery process at the start of a project — or even as its own project — will help you turn those red flags into green lights.
2:20pm – Stream 1 – Competitive Advantage in a Commoditized Industry
Heather Physioc, Group Connections Director, Discoverability, VMLY&R
SEO isn't dead — it’s commoditized. In a world where search companies are a dime a dozen and brands tout bland "unique selling propositions" that aren't unique at all, how can you avoid drowning in the sea of sameness? What are you doing that's any different from every other SEO firm? In this talk, you'll learn how to find, activate, and articulate your competitive advantage. Learn how to identify unique strengths and innovative offerings that equate to competitive advantage through these real, working examples so you can bring them to life in search. You'll leave with actionable tips and homework to help your search business stand out — and that you can use with clients to help them find their competitive edge, too.
2:20pm – Stream 1 – I Wanna Be Rich: Making Your Consultancy Profitable
Russ Jones, Principal Search Scientist, Moz
How will your company weather the next update? How will you avoid layoffs and salary cuts? Being a master of SEO doesn't guarantee that your consultancy will succeed. After a decade and a half of experience, Russ Jones will outline the techniques that will keep your clients happy and your bottom line healthy.
3:10pm – Keynote – The CMO Role Has Been Disrupted: Are You Ready for Your New Boss?
Will Reynolds, Founder & Vice President of Innovation, Seer Interactive
CMOs have the shortest tenure in the c-suite, and the CMO role has been eliminated at some of the largest brands. CEOs are now asking tougher and tougher questions about the value of marketing — and oftentimes marketers are not prepared.
Connecting your data and building your data flywheel is one way to support the swift answers CEOs expect from their CMOs. We need to get stronger at bridging our day-to-day work to the value it drives. And more than ever, “brand lift” isn’t enough to satisfy CEOs.
This presentation will start at the top. How businesses are run, how CEOs talk, and how we as search marketers can use the data we have access to everyday in new ways to answer the questions of the c-suite and raise our visibility and value in organizations.
4:15pm – Networking
Open time for attendees to connect with other attendees and MozCon partners.
5:15pm – That's a wrap for MozCon Virtual 2020!
See you there?
Chatting with speakers via Q&A, connecting with peers and potential partners over Birds of a Feather groups, absorbing all the knowledge for another fruitful year of marketing... we can't wait to share it with you!
Yep, I'm going to MozCon Virtual!
Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!
from The Moz Blog https://ift.tt/3fTy4sO
via IFTTT
0 notes
Text
The MozCon Virtual 2020 Final Agenda
Posted by cheryldraper
We're just about a month out from this year's MozCon and we couldn't be more excited! If you've never considered it before, it's high time you became acquainted with the idea of a "couchference" — a full-fledged conference held from the comfort of your home office space, real office space (depending on your local quarantine phase), or even your sofa.
On July 14th & 15th, we'll be charting brand-new territory with MozCon Virtual: with a choose-your-own-adventure two-stream show, robust opportunities for online networking, and some of the industry's top speakers, you're in for all the turbo-charged SEO education and peer interaction of in-person MozCon with none of the troubles of travel. Plus, at $129 per ticket (including full access to the professionally produced video bundle, a $350 value!) you'll access incredible marketing thought leadership at an unheard-of price:
Nab my ticket and video bundle for $129
And remember, this is a great opportunity for our friends around the world and those who aren't able to travel to experience the MozCon magic live! If this will be your first time attending, we'd love to hear what talk you're most excited for in the comments.
Read on to see what your favorite industry leaders are speaking on this year!
Tuesday, July 14th
8:30am – Networking
Open time for attendees to connect with other attendees and MozCon partners.
9:00am – Keynote – Welcome to MozCon Virtual 2020 + State of the Industry
Sarah Bird, CEO of Moz
Sarah has a storied history of kicking MozCon off with a bright, sparkly bang. The fearless leader of Moz will be welcoming each and every one of us to this year's virtual event, laying out all the pertinent details of the conference, and setting the tone for two jam-packed days of learning with a look at the State of the Industry.
9:25am – Keynote – Thought Leadership and SEO: The 3 Key Elements and Search Ranking Strategies
Andy Crestodina, Co-founder and CMO, Orbit Media
Everyone wants to do it, but no one really knows what it is. So what is thought leadership? What isn’t it? And how does it affect search rankings?
This presentation is a data-rich perspective on the oh-so-popular topic of thought leadership, filled with practical takeaways for becoming an authority. And it’s all about the relationship between thought leadership and SEO. We’ll see how the research answers the questions and informs the tactics: Can brands be thought leaders? Can it be outsourced? Do you need to publish research? Or strong opinion? And how does it attract links and authority, rankings, and qualified visitors? Learn how a personal brand combines with content to drive big wins in SEO.
10:20am – Stream 1 – Great Expectations: The Truth About Digital PR Campaigns
Shannon McGuirk, Head of PR & Content, Aira
In her talk, Shannon will challenge the desire for virality over consistency when it comes to digital PR and link building campaigns, while exploring the impact on the industry, team morale, and client expectations. By honestly sharing her own shortcomings, she'll push you to learn from your own campaign failures using tried and tested frameworks that’ll mean you can face any creative campaign or outreach struggle head-on.
10:20am – Stream 2 – Whatever You Do, Put Billboards in Seattle – Getting Brand Awareness Data from Google
Robin Lord, Consultant, Distilled
How can you harness the vast power of Google data to gain special insight into city- and product-level brand awareness? Robin will lead us on a journey through his Google Trends methodology to use Adwords search volume data for better brand intelligence.
11:15am – Stream 1 – How to Build a Global Brand Without a Global Budget
Phil Nottingham, Brand and Video Marketing Strategist, Phil Nottingham Ltd.
As funnel-based marketing becomes less effective and harder to measure, "building a brand" is frequently touted as the panacea for all marketer's woes. But it's unclear how this can be achieved scalably and with a limited budget. Large enterprises resort to huge creative advertising campaigns that get their names out there by force of spend alone — but this isn't realistic for the smaller companies and the number of impressions is not the number of people impressed. In this session, Phil explains how modern brands are built through advocacy more than awareness alone, offering a deliverable method of brand marketing to radically shake up your content strategy.
11:15am – Stream 2 – The Science of Seeking Your Customer
Alexis Sanders, Senior SEO Account Manager, Merkle
Users are at the core of everything we do in modern SEO. However, finding and understanding audiences can be daunting. Alexis will cover how to find your audience, share tools that are available for all price points, and show ways in which she’s found audience research to be useful as an SEO.
12:10pm – Birds of a Feather discussion groups
Connect and chat with like-minded marketers on a wide range of digital marketing topics!
12:55pm – Keynote – Moving Targets: Keywords in Crisis
Dr. Peter J. Meyers, Marketing Scientist, Moz
Too often, we take a once-and-done approach to keyword research, but Google changes at the pace of information, and that pace speeds up even more during a crisis. How do we do keyword research in fast-paced industries and during world-changing moments? Dr. Pete provides concrete tactics for adaptive keyword research and spotting trends as they happen.
1:45pm – Stream 1 – A Novel Approach to Scraping SEO Data
Rob Ousbey, VP Product, Moz
Throughout a decade in SEO consulting, Rob needed to extract data from websites on many an occasion. Often this was at scale from sites that didn't have an API or export feature, or on sites that required some kind of authentication. While this was primarily a way to collect & combine data from different SEO tools, the use-cases were endless.
He found a technique that helped immensely, particularly when traditional tools couldn't do the job — but hadn't seen anyone using the same approach. In this very tactical session, Rob will walk through the steps he's used to extract data from all sorts of sites, from small fry to the giants, and give you the tools and knowledge to do the same.
1:45pm – Stream 2 – Let It Go: How to Embrace Automation and Get Way More Done
Francine Rodriguez, Manager of Customer Success, WordStream
Let the robot uprising begin! We've all heard horror stories about the dangers of automating your tasks, but now is not the time to deny yourself extra help. Robots never sleep. They don't get tired or overwhelmed by their to-do lists, and they're ready to work round-the-clock to accomplish whatever task we set before them. In this talk, you'll explore all the areas were automation is kicking butt in PPC — and how you can harness the power of robots to make more time for other efforts.
2:35pm – Keynote – Designing a Content Engine: Going from Ideation to Creation to Distribution
Ross Simmonds, CEO, Foundation
What does it take to develop a content engine that drives results? In this presentation, Ross will share data around the power of having a content engine, tools & strategies for content ideation, tools and tactics for content creation, and frameworks that brands can use to ensure that their content is distributed effectively after hitting publish. This presentation will help you not only uncover content-market fit, but also capitalize on it.
3:30pm – Networking
Open time for attendees to connect with other attendees and MozCon partners.
4:30pm — Day One is in the books!
Wednesday, July 15th
8:30am – Networking
Open time for attendees to connect with other attendees and MozCon partners.
9:00am – Welcome to Day Two!
Cyrus Shepard, emcee
9:10am – Keynote – Accessible Machine Learning Workflows for SEOs
Britney Muller, Senior SEO Scientist, Moz
"Machine learning" and "automation" aren't words SEOs need to fear. Machine learning enthusiast and ambassador of technical SEO Britney Muller shares a series of workflows intended for any SEO to access and use in their everyday work — no intimidation required.
9:55am – Stream 1 – How to Be Ahead of the (CTR) Curve
Izzi Smith, Technical SEO Analyst, Ryte
Let’s face it: Carrying out SEO magic is all in vain when you’re forgetting about how your brand and products are being surfaced in the SERPs. By not properly analyzing or enhancing our organic CTR, we're greatly limiting our potential. Izzi will help you create the perfect SERP engagement strategy by covering practical ways to uplift your significant CTR, such as remedying your critical keyword rankings that could soon be lost, leveraging brand-empowering entity features (and assessing the risks of doing so), more intelligent testing of rich & featured snippet optimizations, and a whole lot more. CTR-you-ready?? You better be!
9:55am – Stream 2 – How to Go Beyond Marketing for Clients: The Value of a Thriving Brand Ecosystem
Flavilla Fongang, Brand Strategist, 3 Colours Rule
Too many marketers serve their clients the bare minimum of what's expected from an agency. To stand out among the crowd, cultivate real loyalty, and maximize the lifetime value of your clients, you have to go beyond mere marketing — developing a thriving brand ecosystem that aligns with the brand's ultimate goals. Flavilla Fongang shares her tried-and-true framework for optimizing the customer journey, improving acquisition and retention, and going beyond what's expected to serve your clients well.
10:50am – Stream 1 – How to Promote Your Content Like a Boss
Brian Dean, Founder, Backlinko
Creating content is easy. But getting people to see your content? That's a different story. Brian Dean shares over a dozen practical strategies that you can use to spread the word about your latest blog post, podcast episode, or YouTube video.
10:50am – Stream 2 – Google My Business: Battling Bad Info & Safeguarding Your Search Strategy
Joy Hawkins, Owner, Sterling Sky Inc.
What's the harm in a little misinformation here and there? In the realm of local SEO, Joy Hawkins is here to outline exactly that. When it comes to local search and Google My Business, bad info can be make or break for your campaigns. Follow real data from a recent case study that illustrates why strategic decisions should be based on accurate information — and what can happen when that info is bad, wrong, or just plain incomplete.
11:45am – Birds of a Feather discussion groups
Connect and chat with like-minded marketers on a wide range of digital marketing topics!
12:10pm – Keynote – Up-Level Your Technical SEO Game
Michael King, Managing Director, iPullRank
Mike redefined technical SEO and its importance in our industry back in 2016. In 2018, he taught us everything we didn't know about SEO. This year, he's back to share the hottest technical tactics to up-level your efforts, plus the case studies and data that should be guiding your decisions.
1:25pm – Stream 1 – Everyday Automation for Marketers
David Sottimano, Independent Marketing Consultant, Opensource.org
As a general rule, we shouldn't be doing things that a computer can do better. However, a lot of automation is achieved through programming expertise — and that expertise isn't usually a marketer's forte. In this session, you'll learn how to gather data, use machine learning, and automate everyday tasks for marketers using low-code or no-code solutions.
1:25pm – Stream 2 – Red Flags: Use a Discovery Process to Go from Red Flags to Green Lights
Dana DiTomaso, President and Partner, Kick Point
Ever get a few months into working with a new client and you’re thinking “if only we’d known…”? Or how about when you start that new job, except you can’t seem to make any forward progress because you’re always mopping up prior mistakes? Running a discovery process at the start of a project — or even as its own project — will help you turn those red flags into green lights.
2:20pm – Stream 1 – Competitive Advantage in a Commoditized Industry
Heather Physioc, Group Connections Director, Discoverability, VMLY&R
SEO isn't dead — it’s commoditized. In a world where search companies are a dime a dozen and brands tout bland "unique selling propositions" that aren't unique at all, how can you avoid drowning in the sea of sameness? What are you doing that's any different from every other SEO firm? In this talk, you'll learn how to find, activate, and articulate your competitive advantage. Learn how to identify unique strengths and innovative offerings that equate to competitive advantage through these real, working examples so you can bring them to life in search. You'll leave with actionable tips and homework to help your search business stand out — and that you can use with clients to help them find their competitive edge, too.
2:20pm – Stream 1 – I Wanna Be Rich: Making Your Consultancy Profitable
Russ Jones, Principal Search Scientist, Moz
How will your company weather the next update? How will you avoid layoffs and salary cuts? Being a master of SEO doesn't guarantee that your consultancy will succeed. After a decade and a half of experience, Russ Jones will outline the techniques that will keep your clients happy and your bottom line healthy.
3:10pm – Keynote – The CMO Role Has Been Disrupted: Are You Ready for Your New Boss?
Will Reynolds, Founder & Vice President of Innovation, Seer Interactive
CMOs have the shortest tenure in the c-suite, and the CMO role has been eliminated at some of the largest brands. CEOs are now asking tougher and tougher questions about the value of marketing — and oftentimes marketers are not prepared.
Connecting your data and building your data flywheel is one way to support the swift answers CEOs expect from their CMOs. We need to get stronger at bridging our day-to-day work to the value it drives. And more than ever, “brand lift” isn’t enough to satisfy CEOs.
This presentation will start at the top. How businesses are run, how CEOs talk, and how we as search marketers can use the data we have access to everyday in new ways to answer the questions of the c-suite and raise our visibility and value in organizations.
4:15pm – Networking
Open time for attendees to connect with other attendees and MozCon partners.
5:15pm – That's a wrap for MozCon Virtual 2020!
See you there?
Chatting with speakers via Q&A, connecting with peers and potential partners over Birds of a Feather groups, absorbing all the knowledge for another fruitful year of marketing... we can't wait to share it with you!
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