BETWEEN UX, SEO, AND CONTENT FOR BIG MARKETING WINS

Bridging Silos

DIGITAL SUMMIT ATLANTA 2017 - @REBEKAHCANCINO

Tens of thousands of ideashttp://www.fastcompany.com/3027135/lessons-learned/inside-the-pixar-braintrust

“I realized the most exciting thing I had ever done was to help create the unique environment that allowed that film to be made.”

- Ed Catmull, Pixar Co-Founder & CEO

We expect so much of ourlives to be online

2001 cal led, it wants its workf low back

http://cdn.softlayer.com/innerlayer/IBM370.png

And yet here we are...

Stil l disconnected

The value of effective col laborationCreate alignment

Remove politics

Reduce rework

Boost morale

Create alignment = deliver better outcomes

Gain buy-in = launch faster

Reduce rework = decrease costs

Boost morale = increase productivity

@REBEKAHCANCINO

Latching on to someone else’s process or finding the next shiny tool that will save the day.

It’s not about...

@REBEKAHCANCINO

How can we set the stage for our own magic?

Open by design

SIT DOWN. BE HUMBLE.

“Humility is a critical strength for leaders and organizations possessing it, and a dangerous weakness for those lacking it.”

- Dusya Vera Ph.D., Strategic Virtues: Humility as a Source of Competitive Advantage

http://rlv.zcache.com/neon_open_sign_framed_in_a_heart_shape_in_a_wind_postcard-r921910cb3db84ba9992f161fd2a5b51c_vgbaq_8byvr_1024.jpg

Being open to the ideas of others lets others know we’re down to col laborate

FAUCET FUNNEL

Suspend judgment

Go for quantity

YES, and…

Embrace the unusual

Let go of ego

Accentuate the positive

Think strategically

Align to goals/objectives

Check for feasibility

Avoid default decisions

First faucet, then funnel

Via the Idea Farm

Ask questions, create opportunity

Host office hours or “clinics”

3 easy ways to practice1) Include someone you normally wouldn’t 2) Suspend judgment 3) Let go a little, try hosting “office hours”

JUST JUMP IN.

“Content doesn’t belong to content. Design doesn’t belong to design. Code doesn’t belong to dev.”

- Nicole Fenton

Just jumping in helps you add value where it counts

This is Chris@CHRIS_CORAK

IDEA

METRICS

PEOPLE

GOALS

BUSINESS

CASE

METRICS

PEOPLE

GOALS

Approach value and benefits

Supporting facts and data

Players involved and their role

Business goals and user needs met

Building your business caseIDEA

“Active intent is the intent that is explicitlydescribed by the query syntax…You MUST satisfy active intent immediately.”

@ajkohn

Active Intent

“Passive intent is the intent that is implicitlydescribed.”

@ajkohn

Passive Intent

Moz Keyword Explorer

http://answertheclient.com/assets/atp-dark-inline-9dc08e1790f7273b9aee6bcfa16580e9dda179dbea01081599f7d9a04f9ab112.png

Helps us understand from where and on what device

Categorize into semantical ly related topics

C ontent for special circumstances

(Meta Mapping by @chris_corak)

Volume by phase in the journey

Satisfying passive intent in content

-28% decrease in bounce rates+ 156% increase in people asking for a quote

trustBuilding a business case for collaboration builds and uncovers hidden . potential

@REBEKAHCANCINO

3 easy ways to practice1) Ask a teammate about their work2) Build a business case3) Diversify your education

@REBEKAHCANCINO

EXPERTLY EXERCISE EMPATHY.

BUSINESS GOALS

CUSTOMER NEEDS

Find balance

THINKING

DOINGFEELING

Start with context @danieleizans

Talk to real users, f ind ways to better f it into their lives

USER + NEED + INSIGHT

An anxious mother sending a grad gift

To feel good about

her gift choice

Once she sends the berries she worries about if her niece

will be there to receive it, will they

spoil?

Uncover insight

Formulate a problem statement, together

We believe that ___________ has ________________

and that ______________may solve this problem by

____________________ and _____________________.

We will know we have succeeded when

___________________and/or ____________________

reaches ___________________.

(USER) (PROBLEM)

(THIS SOLUTION)

(THIS ASPECT) (THAT ASPECT)

(QUANTATIVE MEASURE)(QUALITATIVE MEASURE)

(THIS LEVEL)

@AURASELTZERThis is Aura

INTERNALNEEDS

BUSINESSGOALS

CUSTOMER

NEEDS

C ore model together

3 easy ways to practice1) Try empathy mapping2) Think “with” not “for”3) Build a core model together

@REBEKAHCANCINO

DESIGN MEETINGS DIFFERENTLY.

Hey, Joe!@WORKJOESTEWART

MAKE SURE INVITED WHEN AND WHERE IT MATTERS MOST.

everyone’s

ALL THE DIFFERENT PEOPLE WHO UNDERSTAND ALL THE DIFFERENT PARTS OF WHAT’S GOING TO MAKE A PROJECT SUCCESSFUL

DESIGN AND DEVSUX PEEPSCONTENT STRATEGISTSSTAKEHOLDERS (USERS, TOO)PRODUCT MANAGERSCREATIVE DIRECTORSand more!

“Part of why we’re actually able to undertake such a big process so successfully is that we didn’t have a wall that we tossed things back and forth over. It was really very tight feedback loops. Very collaborative.”

- Dean Cookson, VP CIO Virgin America

Work together. From anywhere.

V isualize decisions

1) Get executives involved2) Team up 3) Design a meeting differently

3 ways to encourage...

@REBEKAHCANCINO

And so...JUST TO WRAP THINGS UP

COLLABORATION AND CO-DEIGN ARE TO BUILDING THE INTERCONNECTED EXPERIENCES OF THE future.

essential

@REBEKAHCANCINO

1) BE HUMBLE 2) JUST JUMP IN3) EXPERTLY EXERCISE EMPATHY4) DESIGN MEETINGS DIFFERENTLY

Ways to champion openness

@REBEKAHCANCINO

Let’s do this

onwardand.co

@REBEKAHCANCINO

Thanks, y’al l!