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Lean Content: Marketing Profs B2B
You're a team of one, or just a few. Your job is to create "content," whatever that means, but you don't have resources, access, or approval. What do you do? This presentation provides tips for...
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Marketing Worldbuilding: Collaborative Storytelling for Digital
Marketing storytelling is a powerful tool. But digital marketing makes it difficult. Your audience can go where they want, when they want. Storytelling becomes collaborative. To be a good partner, you...
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Burying Hate Sites in the SERPs
Google is tries to handle hate sites, but they can't. Racist, anti-semitic, misogynistic, and other content find their way into the rankings every day. This presentation shows two strategies I've used...
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From Mailers to CX: 25 Years of Marketing, And Where to Go Next
Digital marketing has all sorts of cool toys. But we apply them the same way we did 25 years ago. To truly evolve as marketers, we need to start putting the tools to good use.
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Tip Per Minute: A Hyper-Active SEO Brain Dump
Don't try to simplify SEO. Embrace the insanity! Learn how to take the hundreds of little things that determine rankings on Google, Bing and Amazon, and make them make sense. My Resonate 2018...
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Advanced Content Workflow Using GitHub and Markdown
Great content. Awful workflow. Content creators need to take ownership of the way they do their jobs. Stop using dated tools and processes. Stop settling. This presentation walks through a Github and...
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5 Lessons For Entrepreneurs: 2018 Edition
No bullshit, no inspirational quotes. Just lessons from 23 years starting, running, and selling a company. Learn why inspiration doesn't matter, how to avoid terrifying your team, and the danger of...
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A Beginner's Guide to PPC: Fast Times, Easy Wins, And Burned Money
Get better at PPC by seeing what really bad PPC looks like. At ACP-LS I talked about the many ways to screw up a PPC campaign, and provided some tips for getting it right. These are the slides.
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Advanced SEO: Logs, Load, and Language
"Advanced" SEO is a phrase that gets thrown around, but we rarely practice truly advanced tactics. Advanced SEO isn't rel canonical or nofollow. Real advanced SEO cuts through abstraction. It doesn't...
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Bullshit, Own It: A Temperamental SEO's Guide To Getting Shit Done
SEO consultants provide clients with recommendations. Like most consultants, we're frequently ignored. In this presentation, Ian Lurie talks about an incremental approach and shows specific examples...
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Advanced SEO: No More Bullshit
Everyone wants to talk about advanced SEO as if it's a set of unique tactics. It's not. Advanced SEO is about recognizing Google's role in the search world, reducing abstraction, and making real...
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The Dungeons & Dragons Guide to Marketing
If you're a marketer, you already know how to play Dungeons & Dragons. Learn about return on time invested, avoiding railroading, and how gazebos help with keyword research.
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Your Content Doesn't Matter Without Technology
Content professionals have to create content. They also have to publish it. So why are we so dependent on others for that last step? Learn about the problem, the tools, and the tactics content...
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SEO Copywriting: The Blank Sheet Of Paper Test
Just write great content and rankings will follow blah blah blah. We all know that's not true. If you're writing web content, and you want people to find it, you need to understand SEO. But you DON'T...
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E-A-T: Myths, Truths, And Implications for SEO
E-A-T has become a big deal in the SEO world. But how important is it? And can we use it to improve rankings? This presentation explores the myths, and talks about practical applications of E-A-T.
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Teaching SEO To Internal Teams: Don't Be Ridiculous
Teaching SEO to internal teams can be ridiculous. Learn some common-sense rules, and a few tools, to make it easier and more effective.
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Big Content, Small Teams: Content Creation For The Real World
Content creation is the bane of every marketer: Expectations are high, demands are unrealistic, and time and resources are scarce. But consistent, useful content is a marketing cornerstone. In this...
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Core Web Vitals and SEO: Don't Panic. Improve.
Core Web Vitals will impact SEO, it's true. But we don't know how much or when. We DO know there's not going to be a rankings massacre. I talked to X-Cart's Jeff Cohen about Core Web Vitals' potential...
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Starting, Running, And Selling An Agency: Life Among The Monsters
OK, not really monsters. But this is a brain dump of my thoughts, feelings, and experiences building and running a marketing agency - Portent - for 25 years, plus a few notes on selling. I screwed up...
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Data Visualization For Marketers
All your marketing successes, all your data, means $h!t if no one understands you. Learn the basics for clear, easily-interpreted data storytelling that enables drill-down and ensures you get credit...
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