Content Marketing

Learn why E-A-T (expertise, authoritativeness, and trustworthiness) has taken a front seat in SEO discussions in recent years, the numerous places where Google focuses on E-A-T, and how the growing emphasis on surfacing authoritative content has drastically changed the organic search landscape across search, News, Discover, YouTube, and more.se

Every single piece of content your brand creates is an asset. So why do we view them as an expense? In this session, Ross Simmonds will talk about the parallels between content marketing/SEO and the world of investing. From the techniques that take blog posts and landing pages to the moon to the fundamentals of content investing to create a competitive advantage, learn how an investment mindset can drive results.

Along with the always-shifting landscape, one of the biggest things we as marketers struggle with is the sheer volume of information. For years we were told we had to produce as much content as possible. Then we were told to focus on quality but we still had to have a consistent schedule. What about YouTube or voice search or TikTok? The fact of the matter is, there's no one way to do content marketing. In this session, Casie Gillette will look at content from an entirely different perspective and talk about how you can start creating content on your own terms.c

No matter where you work, there's something we all seem to have a shortage of... time. Combine that with ambitious traffic KPIs and you'll quickly realize that a 100% new content strategy isn't sustainable. Enter the content refresh. Learn how to identify and execute the best refresh opportunities so you can rank faster and increase your existing content ROI.

What does it take to develop a content engine that drives results? In this presentation, Ross Simmonds will share data around the power of having a content engine, tools & strategies for content ideation, tools and tactics for content creation, and frameworks that brands can use to ensure that their content is distributed effectively after hitting publish. This presentation will help you not only uncover content-market fit, but also capitalize on it.

Creating content is easy. But getting people to see your content? That's a different story. Brian Dean shares over a dozen practical strategies that you can use to spread the word about your latest blog post, podcast episode, or YouTube video.

Many marketers focus solely on keyword research when crafting their content, but it just isn't enough if you want to gain a competitive edge. Ross Simmonds will share a framework for uncovering content ideas leveraged from forums, communities, niche sites, good old-fashioned SERP analysis, tools and techniques to help along the way, and exclusive research surrounding the data that backs this up.

Search is a channel that can’t live in a silo. In order to be its most effective, search teams have to collaborate successfully across paid, organic, content and more. Get tips for integrating and collaborating from the hard knocks and learnings of merging an organic, paid and performance content team into one Discoverability group. Find out how we went from three teams of individual experts to one integrated Discoverability powerhouse, and learn from our mistakes and wins as you apply the principles in your own company.

We know that only 20% of people remember what they read, but 80% remember what they saw. How do you create something people actually remember? You have to think beyond words and consider factors like images, colors, movement, location, and more. In this talk, Casie Gillette will dissect what brands are currently doing to capture attention and how everyone, regardless of budget or resources, can create the kind of content their audience will actually remember.

Google has admitted that they measure the concept of "Expertise, Authoritativeness, and Trustworthiness" in their algorithms. If your site is categorized under YMYL (Your Money or Your Life), you absolutely must have good E-A-T in order to rank well. In this talk, you'll learn how Google measures E-A-T and what changes you can make both on site and off in order to outrank your competitors. Using real-life examples, Dr. Marie Haynes will answer what E-A-T is and how Google measures it, what changes you can make on your site to improve how E-A-T is displayed, and what you can do off-site to improve E-A-T.