SEO As Whole-Brain T-Shaped Marketer

Originally presented by Dawn Anderson at Manc SAS SEO meetup in Manchester, UK

As SEO evolves so must we as practitioners. Whilst SEO 'dies' on a regular basis, but continues somehow to survive, everything evolves, and so must we as practitioners. The recent Adobe CMO Conference spoke of 'Whole Brain Marketers'. We also hear mention of 'T Shaped Marketers' which refers to those who have a deep core knowledge in a specialist area with a broad understanding of a range of related and 'touching' skills and topics. Whole Brain Marketers have the analytical skills married with creative and strategic skills. The left and right hemispheres of the brain working together in harmony and to full effect. This talk looks at how we can endeavour to work towards a 'balanced left and right brain' to become 'whole brain marketers'. It also looks at a range of tools to assist us in areas that are not naturally our strengths. e.g. If we are right brain dominant 'creatives' we may require some help and development with logic and technical tools, and vice versa for those left brained dominants amongst us. The talk also looks at how we can begin to use tools to relate to people too if this does not naturally come to us, and understand in advance about their personalities and best effect communication styles for our dealings with them. These could be target marketing personas, colleagues, suppliers or employees.

Transcript

1. Tools  and  techniques  to  us  become   more  ‘T-­‐Shaped’  in  our  projects  and   practices SEO  AS  ‘WHOLE   BRAIN’  T-­‐SHAPED   MARKETER’ Dawn  Anderson  @  dawnieando – Move  It   Marketing
2. IN 2012 I HEARD….. 11
3. AND THEN IT TURNED OUT….. 11 ‘YAY’,   ‘WHOOP’
4. THEN I REALISED… SEO HAS MANY LIVES….. 11 AN  ESTIMATE  IS  THAT   SEO  ’DEATHS’   CURRENTLY  EQUAL   AROUND  2  X  CATS  X  9   LIVES  EACH  (CIRCA  18   YEARS) IT  DIES  ON  A   REGULAR   BASIS
5. BUT…..IT IS EVOLVING 11 X EVOLVE DIE ….  LIKE  KETCHUP BOTTLES…
6. AND SO MUST WE.. 11
7. WHAT’S T SHAPED? 02 Deep  expertise   in  a  core   subject  and  an   understanding   of  a  wide  range   of  subjects
8. 04 WANTED - WHOLE BRAIN MARKETERS Those  with  the   analytical   ability  married   to  strategic  or   creative  talents
9. 06 LEFT OR RIGHT BRAIN DOMINANT? • LOGIC • ANALYSIS • SEQUENCING • LINEAR • MATHEMATICS • LANGUAGE • FACTS • THINK  IN  WORDS • WORDS  OF   SONGS • COMPUTATION LEFT  BRAIN RIGHT  BRAIN • CREATIVITY • IMAGINATION • HOLISTIC   THINKING • ARTS • RHYTHM • VISUALISATION • TUNES  OF   SONGS • NON-­‐VERBAL   FEELINGS • DAY  DREAMING
10. 05 USING BOTH SIDES OF BRAIN UTILISING  BOTH  THE  LEFT   AND  RIGHT  SIDE  OF  THE   BRAIN  IN  AN  EFFECTIVE   AND  BALANCED  MANNER BRAIN  DOMINANCE   TEST  -­‐ http://www.ipn.at/ipn. asp?BHX
11. PERCEPTIONS 09 WE  ALL  MOSTLY  SIT  AT  A   DESK  ALL  DAY  STARING  AT   A  SCREEN  – NOT  THAT   DIFFERENT  AFTER  ALL??
12. 21 TOOLS FOR ‘UN-CREATIVE’ TECHIES BLOGGING  /  COPYWRITING IDEA   GENERATING PICTURES  &  COVERS
13. 21 TOOLS FOR ‘UN-CREATIVE’ TECHIES EBOOK  GENERATORS LOLZ  &  MEME  GENERATORS DATA  VISUALISATION  TOOLS INFOGRAPHIC  GENERATORS MIND  MAPPING  TOOLS
14. 21 TOOLS FOR ‘UN-TECHIE’ CREATIVES GOOGLE  SEARCH  CONSOLE ARCHITECTURAL  VIEWS  -­‐ POWER  MAPPER META  DATA  GENERATOR SITE  SPEED ’OUT  OF  BOX’  SEO  ‘ESSENTIALS’ HEADER  CHECKERS GOOGLE’S  WEBMASTER  ACADEMY W3  SCHOOL  TUTORIALS  AND  QUIZZES SIMILAR  PAGE  CHECKER COMPRESSION INTERNATIONALISATION DUPLICATE  /  SIMILAR   CONTENT  CHECKER LONG-­‐TAIL   KEYWORD   GENERATION
15. 21 ‘PEOPLE’ TOOLS HUBSPOT’S  – MAKE  MY   PERSONA  -­‐ TOOL
16. 21 CRYSTAL KNOWS DAVID EDMUNDSON-BIRD Crystal  says  -­‐ “David  is  a   gifted  communicator,   prioritizes  relationships,   and  trusts  his  instincts  -­‐ sometimes  making  gut   decisions  against  logic.” Personality  predictor WHEN  SPEAKING  TO   DAVID: • Emphasize  the  future • Use  self-­‐deprecating   humour • Tell  a  few  jokes • Get  right  to  the  bottom   line Syncs  with  Gmail  +   Social  media  contacts Title:  Can  We  Talk? Body:    It’s  been  a  great  year  and  I  feel   that  I’ve  exceeded  all  of  the  goals  we   set  for  my  performance.  When  you  get   a  chance,  can  we  have  a  conversation   to  discuss  my  compensation? David  Edmundson-­‐Bird Asking  David  for  a  pay  rise:
17. 21 PULLING IT ALL TOGETHER VIA ‘STRATEGIC FRAMEWORKS’, ‘MODELS’, ‘CASE STUDY SUCCESS EMULATION’ AND ‘PRODUCTIVITY’ TOOLS RACE SOSTAC CONTENT  MARKETING   MATRIX
18. 21 AND FOR PROCRASTINATION AND FOCUS The  ’Pomodoro’ tomato-­‐timer.com
19. REMEMBER
20. 21 RESOURCES & SOURCES • LOL  Picture  Generator  -­‐ http://app.cheezburger.com/Builder?v=1 • Answer  The  Public  – http://answerthepublic.com/ • Crystal  Knows  – https://www.crystalknows.com • Hubspot’s Blog  Topic  Generator  -­‐ http://www.hubspot.com/blog-­‐topic-­‐generator • Magazine  Cover  -­‐ http://bighugelabs.com/magazine.php • Open  Graph  Generator  -­‐ http://webcodetools.com/open-­‐graph-­‐generator/ • Schema  Creator  -­‐ http://schema-­‐creator.org/ • Google  Markup  Helper  -­‐ https://www.google.com/webmasters/markup-­‐helper/ • Huballin -­‐ http://huballin.com • http://www.impactbnd.com/blog-­‐title-­‐generator/blogabout • Make  My  Persona  -­‐ http://makemypersona.com/ • Keyword  Shitter  -­‐ http://keywordshitter.com/ • Uberflip Ebook Generator  -­‐ http://www.uberflip.com/ebook • Piktochart – http://piktochart.com • Trello  – http://trello.com
21. 21 RESOURCES & SOURCES • Smart  Insights  – Content  Marketing  Matrix  -­‐ http://www.smartinsights.com/content-­‐ management/content-­‐marketing-­‐strategy/the-­‐content-­‐marketing-­‐matrix-­‐new-­‐infographic/ • Smart  Insights  – SOSTAC  Model  -­‐ http://www.smartinsights.com/digital-­‐marketing-­‐ strategy/sostac-­‐model/ • Smart  Insights  – RACE  Digital  Planning  Framework  -­‐ http://www.smartinsights.com/digital-­‐ marketing-­‐strategy/race-­‐a-­‐practical-­‐framework-­‐to-­‐improve-­‐your-­‐digital-­‐marketing/ W3  Schools  -­‐ http://www.w3schools.com/ • Power  Mapper  -­‐ http://www.powermapper.com/ • Google  Search  Console  -­‐ https://www.google.com/webmasters/tools/home?hl=en-­‐GB • Google  Webmaster  Academy  -­‐ https://support.google.com/webmasters/answer/6001102?hl=en • Yoast -­‐ https://yoast.com/ • The  Media  Flow  – Hreflang Generator  -­‐ http://www.themediaflow.com/tool_hreflang.php • Tiny  PNG  -­‐ https://tinypng.com/ • Tomato  Timer  – http://tomato-­‐timer.com