Insights from Share15! Onward and Forward to a Transformative Digital Marketing Journey!

Insights from Share15! Onward and Forward to a Transformative Digital Marketing Journey!

Events & Conferences

Observations on the Floor

A great conference! Very relevant for marketers and to the current times of digital transformation. Lots of learning, thought leadership and best practices on how to steer the overall digital marketing strategy in the B2B space with specific focus on e-Commerce, real estate, travel and finance. We were there all three days and had very interesting conversations with folks on the floor. Quite a few brands already using BrightEdge to drive their SEO and analytics needs and several other agencies looking to learn about BrightEdge customers and build core competency.

During the various discussions on the floor, it became quite clear that brands all over the world (especially e-Commerce) are struggling to manage large volumes of content gracefully, especially when working with various merchants, managing millions of SKU’s/category pages and feeling the pressure to perform as well as competition.

Of course, long form content needs like buying guides, and interactive ones at that become significant especially with the onset of different types of devices and form factors. Asia sees a more rapid movement towards mobile commerce compared to the U.S. and other European countries, which have begun their mobile commerce journey too.

SEO specific to e-Commerce comes to the fore. Several interesting sessions by Head of SEO at large e-Commerce setups with involved SEO discussions around short and long form content, above and below the fold content, keyword research, back links, local business tips, efficient link building and warnings against content farms, adding relevant blog content with good images, usage of analytics to ensure top performance of your SEO strategy, rich snippets, customer reviews, mobile optimized sites, on-page optimization techniques are all key to building an efficient SEO practice for your e-Commerce business.

All in all, e-Commerce requires a very specific mindset to drive SEO, so efficient tools to regulate this activity are in demand. Reason – we are talking scale, large volumes of content which needs to be streamlined to convert. All of which cannot be done manually. There were some very contextual and relevant presentations from various companies who are driving content centric SEO efficiencies for e-Commerce with disruptive tools and services.

Mobile Commerce

Mobile poses brand new challenges of optimizing content for this fragmented device market. A sneak peek at how this new trend is going to change the landscape. Global mobile ad spend is going to cross $100M in the US by 2016. Google mobile search engine results pages (SERPs) began to be impacted by the mobile-friendliness of a website. Tablets and smartphones per BrightEdge research make up about 35% of the organic search traffic and misconfigured websites lose more than 68% of the traffic.

There are definitely new techniques to master to keep with the momentum and making content and things more mobile friendly. Adobe, Open Table and Home Depot did a great job talking about some of the mobile friendly approaches, methodologies to measure mobile success, understanding the brand’s mobile share, creating app store optimization practices either with tools or organically, and of course, reporting and measurement of mobile performance.

Mobile Commerce

Source: Emergence Capital

Micro Moments

Another concept brought to life by Google was of mobile micro-moments. A consumer’s journey is split across many events, in real time, and most of these actions are driven by their mobile device. Each of these moments is a critical opportunity for brands to shape their product based on the consumer’s preferences. It was very eloquently addressed by the Matt Lawson, SVP of Google Performance Marketing. He talked about becoming great digital marketers by becoming ethnographers and psychologists. A micro moment video that is highly recommended for everyone to view.

The BrightEdge Edge with Data Cube

Finally, Data Cube by BrightEdge, a new way to measure marketing performance was brought to the fore by the founders of BrightEdge. At Share15, they introduced the most advanced technology for SEO experts and content marketers to measure the performance of content. With the Data Cube Score you can understand how well you are targeting demand and gain a detailed understanding of the topics that resonate best with consumers. Content Analysis would help to understand semantically related keyword which would be pulled from the Data Cube. A lot more disruptive features like understanding the performance of rich media and seamless integration with workflows etc. were introduced. Definitely, a great step in the direction of building the right content intelligence.

BrightEdge Edge with Data Cube Data Cube by BrightEdge

Deeper Inroads into Solving Real Problems With Our Content Platform! 2015 – The Year in Review Series

Deeper Inroads into Solving Real Problems With Our Content Platform! 2015 – The Year in Review Series

Content Automation

The Need for Specialized Content!

We’re almost at the finish line here with 2015, and as you might have guessed, this blog is our first of the ‘year in review’ series. I would like to pen down some of the greatest milestones the team achieved this year, and talk about the many ways in which we ‘crossed the chasm’ with our platforms, customers, solutions and community. I would like to start with CrewMachine, our content platform which made deeper inroads into every client engagement. We got a lot of validation from both new and existing customers that this tool works to manage content centric needs.

Content solutions has been our mainstay for quite sometime now. We’ve been servicing 7 of the top 10 internet retailers and the business has been growing fairly exponentially each year because the need to manage large scale content has always been one of the biggest burning needs. Over this year, we’ve seen that some of our large customers wanted to be more autonomous to manage different parts of the content lifecycle. They would want to create, enrich and publish content seamlessly from a sophisticated platform that would be run by their distributed teams. All this to bring greater efficiency and scale.

The Need for a Platform to Create Specialized Content

Content lifecycle would mean ONE platform where they could manage all content and workforce, configure complex workflows depending on content type, brand guidelines and templates, publish all of this to their content management system or to an e-commerce platform, and of course track the progress of this content through a content intelligence system.

CrewMachine became our answer to most of these exposed nerves. Whether you’re an enterprise running large scale content projects in e-commerce or others, whether you’re an agency servicing multiple customers’ projects, Crew Machine is your stop-shop to create and scale specialized content easily and speedily.

Just to go over what CrewMachine is exactly? In simple terms, it is a cloud based content solution designed to create, enrich, manage and publish specialized content at scale. This tool is designed and configured for both large brands and agencies as the one stop-shop for specific content lifecycle management needs.

How CrewMachine Addresses This!

Business people meeting at office

Completely customizable interface for creation of specialized content solutions. For e-Commerce content, we provide complete support to create and enrich catalogs, product /category pages and blogs. Each content type has specific attribute fields, optimization metrics and workflow configurations associated with it along with a provision to publish it directly to any marketplace or content management system.

Complete brand guideline management through creative briefs, negative filters and templates –  All these guidelines would be defined at the set up level and could be associated with specific projects and content types. This is especially beneficial for new writers injected into the system to stay within the bounds of the brand.

Complete workforce and content workflow management – Every piece of content has to go through approval hoops. Different types of content follow different approval flows. CrewMachine helps to configure standard as well as custom workflows and let’s you assign specific flows to different types of content. Most of the content’s journey can also be automated by using these workflows to a large extent. All of the internal and external workforce including writers, SEO experts, editors and QA folks can be managed in the workforce interface. This includes the ability to tag writers based on their expertise and skill level, maintain their ratings and their overall cost etc.

All this is fluff, unless you see the platform in action and understand how it can be customized for your needs. If you would like to take a peek at it, please contact me. You’ll also be seeing a lot of brand traction in the early part of next year. My next blog will be about an offshoot of CrewMachine. How we took CrewMachine to solve a larger problem for marketplace sellers and how that idea is already validated by large marketplaces today. Stay tuned!

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