MN Search Summit – 2014

MNSearchExcellent event – this is the first search event organized by MN Search, and I am definitely hope to attend next year… ¬†hopefully with a coworker or two ūüôā

I noticed a curious trend through last three conferences I was fortunate to attend – marketing automation, general integrated marketing, and search – content marketing is the primary topic. ¬†It is not surprising – as Lee pointed out in his writing, the channels are just the part of the “sandwich” or “hamburger” of our¬†marketing efforts – the content is the foundation.

Addressing the place of search in the digital marketing mix, Lee Odden pointed out that we all are digital marketers now, every tactic today has a digital element and marketers need to be familiar with these channels.  Search is just one of the channels.  We need to look at the bigger picture and position ourselves for growth.  Marketers need to be eternally curious.

AvinashYou can no longer be good at just one thing, or two. It is a 10-thing world now (and maybe a 20-thing world soon).

Avinash Kaushik

Search is used to inform decisions on content creation. ¬†It is content that delivers marketing ROI; search is not the reason to create content. Digital marketing is a method of answering customer’s questions, and content perfect for that. ¬†Search helps these answers to be found.

Get-content¬† ¬† OptimizeLee recommended two books:¬†Get Content Get Customers: Turn Prospects into Buyers with Content Marketing and his own book¬†Optimize¬†(Optimize is available on Audible; I started listening to this book already). ¬†Lee’s book has been recommended by a couple more speakers.

How to make sure that your company is constantly learning?

  • learn
  • experiment (best source)
  • allocate time

(Ha! ¬†Maybe this is the area where large companies have an advantage as these organizations have resources ūüôā )

surveysGoogle Consumer Surveys were mentioned Рquite interesting option.  Thought I am not sure how useful the segmentation can be for a b-to-b niche brand, it is definitely a fantastic option for many questions and companies.

 Landing Pages

  • 98% of landing pages are bad
  • Pages depend on the complexity of the product – if the page is useful, it is good
  • Social does not convert very well
  • We need to create delightful landing experience

Never start a marketing campaign without a dedicated landing page

A good example of bad landing page (image search for worst landing page ūüėČ )



To avoid creating a companion of the “worst landing page,” we should concentrate on Conversion Centered Design.

7 Design Patterns to increase

  1. AttentionCCD
  2. Coupling (relation of pre-click experience to a post-click experience)
  3. Context
  4. Congruence (every element is contributing to a single cohesive message)
  5. Clarity 
  6. Credibility
  7. Continuance
  • ¬†Every campaign has one goal; conversion increases by taking things away
  • Landing page is asking yes/no question; home page is not designed for campaign traffic
  • Page dedicated to awards is the worst landing page experience
  • Clarity is good… ¬†unless we are clear about wrong things
  • If the person does not think about gimmicks or spam, do not introduce them
  • Silence is better than fluff
  • Adding video testimonial to the text testimonial can be helpful
  • Instead of “required” field every time, use just “optional” for a couple of optional fields
  • Continuance: ask to subscribe to a newsletter after they registered for a webinar, etc.

You should not let designer to take over marketing

How is Conversion Centered Design different from User Centered Design? ¬†Great slide to paste into your PPT to explain the confusion ūüėČ




  • It is possible to use GA data for remarketing (great!); campaigns using behavioral data 1300% more effective
  • It is possible to upload data to GA (from marketing automation system, etc.) and do analysis
  • Sampling is a problem – though sampling is showing in about 8% of queries

¬†All the cool kids use tag manager ūüôā


Oh, it is all about the content for linked it too!  And it is completely understandable.


LinkedIn believes that people “spend time” on other social networks, but “invest time on LinkedIn. ¬†As a result – LinkedIn needs more relevant content.



The concept of re purposing of the content was compared with the Thanksgiving turkey – after the main meal, the objective is to use the leftovers in other dishes.

Content should not sound instructional (or written by the product development).

Innovative ideas of re purposing of the existing content:

  • Drupal had case studies, which are normally used at the end of the sales cycle
  • Marketing needed content that can be used in the beginning of the sales cycle
  • The case studies have been re-purposed into “8 Amazing Drupal Launches”
  • “8 Amazing Drupal Launches” have been promoted through all channels, including SlideShare and blog post with twittable tidbits ( can help)

Mobile can accelerate the content consumption.


We can download “The Sophisticated Marketer Guide to LinkedIn” – 50+ page guide ūüėČ

You also need to make sure you have a budget set aside to promote your good content.


Why Content Marketing Fail…

Wast majority of content marketing efforts fail…. ¬† What to do to prevent it:

  • Content marketing may not produce anything from the first conversion… ¬†the conversion might come eventually – it is important to set clear expectations
  • Content should be targeted to a specific community – it can reinforce a belief the community already has or refute an opposing argument (Twitter is not dying!)
    • Only the best 0.1% of content can go viral without¬†the support of the preexisting community
  • You need to invest in content creation – and promotion, amplification (find how successful content is shared and copy approach if makes sense)
    • Do not forget that email is still #1 content promotion channel

Recommended article: 5 Insights About the convergence of Content Marketing and SEO


Recommended a keyword research tool as an alternative to Ubersuggest and Google Keyword Planner



Social Media at Dell

Interesting: “Traditional Digital Marketers” need to be educated about social media… (Lee’s book was recommended again)

Dell maintains social media materials on SlideShare


Google Hummingbird






SEO implications: need to address common questions rather than target specific keywords.

Google knows that 25% of people who type in the search “Eiffel Tower” ask for the hight of the tower next. ¬†Does your site have the answer to the most common questions?

Do you know what information is important?  If no, check Shema.  You may not be able to use Shema tags, but you can use the information that Shema suggests in the copy of the pages.

Excellent conference – thank you, organizers!