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Follow along as Tony and Emily head to Seattle for MozCon 2017!

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“This is not the perfect flywheel for every agency, but it’s a start.”

Heather Physioc, Director of Organic Search at VML, Inc. on how to do content right at agencies.

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Content Maturity Model

Content Maturity Model from Heather Physioc of VML. What stage does your content fall into? Reactive, tactical, integrated, managed or strategic?

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What is content? Here’s the top 25 answers from digital marketers. Moral of the story, there’s no one definition because it depends on who’s consuming it.

From Heather Physioc’s (Director of Organic Search at VML, Inc.) presentation “From Anchor to Asset: How Agencies Can Wisely Create Data-Driven Content.”

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Powerful Brands Have Communities

“Powerful brands have communities and they leverage those communities to hit their marketing goals,” said Tara Reed, one of the 2017 MozCon speakers. She spoke about why all brands should create and foster communities for their customers. Reed shared the following four questions that should be asked when determining, “Should I create a community?”

1. What would it look like for me to create a community?

Should our community be public or private?

Example of a successful private community: 500 Startups

2. Can our community be low-tech?

Example: Udemy; they built a community for instructors on Facebook

Example: The Club; They community included posts, leaderboard, challenges, Q&As, Toolkit and Success Path

3. Should our community be social-first or content-first?

Example: Coachella (social-first community); forums, fan clubs

Example: Moz (content-first community); blog posts/content first and then comments from user base

Example: Shopify, e-commerce university (content-first community)

4. Should your community be gamified?

The best engagement occurs when communities include gamification, (Gamification is taking the community and integrating gaming techniques to motivate engagement and participation from users.)

Example: Fitbit Challenges

Example: Moz Points

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Stopped at the Starbucks Reserve Roastery this morning before MozCon. Tony was nerding out! ☕️

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Mobile-first design and mobile-first indexing are two different things...Mobile-first indexing: Portable, prioritized organization of information for easy query.

Cindy Krum, @suzzicks, MobileMoxie

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An external link is just as viable as an internal link. Consistency across architecture.

Matthew Barby, HubSpot

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In order to engage the hearts and minds of people, you have to be selling them their aspirations.

Tara-Nicholle Nelson, Found & CEO at Transformational Consumer Insights

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Day 2 of #mozcon is in the works! The internet has been unstable today, but we'll try and make up for it this afternoon.

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Microsoft’s Purna Virji is showing off Bing’s SERP chat bot as she highlights the importance of conversational search and interactions in her talk “Marketing in a Conversational World”

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Are you sending remarkable email? Are you meeting your subscriber needs? Check this handy graphic from Litmus VP of Marketing Justine Jordan’s presentation “The Tie That Binds: Why Email Is the Key to Maximizing Marketing ROI”.

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Portent, Inc. CEO and Founder, Ian Lurie, explains why you should be a badger instead of a unicorn in his amazing presentation “Size Doesn’t Matter: Great Content by Teams of One”

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MozCon photo fun during lunch!

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What you want to do is repurpose the hell out of your content.

Ian Lurie, CEO & Founder at Portent, Inc. presenting “Size Doesn’t Matter: Great Content by Teams of One”

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Things to Remember for Reddit Content Marketing

Director of Go Fish Digital, Daniel Russel, says you should keep these things in mind when using Reddit for content marketing:

- Become an active user

- Master Reddit’s search function

- Model and riff off of top content

- Keep in mind that Reddit has limits and data is skewed

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You are not your customer. So stop trying to think for them and start talking to them.

Joel Klettke, Business Casual Copywriting, LTD presenting “How to Write Customer-Driven Copy that Converts”

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Data-driven Design Process (3D)

Process as outlined by Oli Gardner, Unbounce Co-founder. Also known as “data-informed design.”

1. Consult 3D playbook put together by Oli Gardner.

2. Collect data.

3. Make observations as a team (look at the data together).

4. Design card mockups. Have all team members leave the room for 10 minutes and then come back together to share how they solved the problem with design. 

5. A/B test with the goal of changing behavior, not just one metric. (Example form KPI ideas: clicking on the first question, number of fake emails, percent of personal email addresses, conversion rate). 

6. Make design and development changes based on the data.