{"id":6124,"date":"2015-07-13T18:55:16","date_gmt":"2015-07-14T01:55:16","guid":{"rendered":"https:\/\/www.rivaliq.com\/blog\/?p=6124"},"modified":"2017-04-12T21:17:29","modified_gmt":"2017-04-12T21:17:29","slug":"3-things-i-learned-on-day-1-of-mozcon-2015","status":"publish","type":"post","link":"https:\/\/www.rivaliq.com\/blog\/3-things-i-learned-on-day-1-of-mozcon-2015\/","title":{"rendered":"3 Things I Learned on Day 1 of MozCon 2015"},"content":{"rendered":"<p><a href=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2015\/07\/984308_10152673527856246_1818567352354157490_n.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-6134\" src=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2015\/07\/984308_10152673527856246_1818567352354157490_n.png\" alt=\"MozCon 2015\" width=\"851\" height=\"315\" srcset=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2015\/07\/984308_10152673527856246_1818567352354157490_n.png 851w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2015\/07\/984308_10152673527856246_1818567352354157490_n-300x111.png 300w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2015\/07\/984308_10152673527856246_1818567352354157490_n-768x284.png 768w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2015\/07\/984308_10152673527856246_1818567352354157490_n-100x37.png 100w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2015\/07\/984308_10152673527856246_1818567352354157490_n-500x185.png 500w\" sizes=\"(max-width: 851px) 100vw, 851px\" \/><\/a><\/p>\n<p>This morning, I got to take a break from my normal routine and spend the day at <a href=\"https:\/\/moz.com\/mozcon\">MozCon<\/a>! After Rand\u2019s kickstart to the day, we were treated with an entire day of fantastic speakers. Since the list of learnings from today\u2019s panelists is endless, here are our top three learnings from the day.<\/p>\n<h1>MozCon Day One: 3 Things I Learned<\/h1>\n<h2><b><b>1. Create a Brand Strategy and Live It<\/b><\/b><\/h2>\n<p>When thinking about your brand strategy, mission, and values, remember that it isn\u2019t about the document. It is about every interaction your customers and potential customers have with your company. It is about your internal decision-making processes, from how you market to how you hire. Your employees need to believe in your mission and live your values.<\/p>\n<p>As explained by <b><a href=\"https:\/\/twitter.com\/danaditomaso\">Dana DiTomaso<\/a><\/b>, when creating your brand strategy, start with your core values. May those be a mission statement or brand brief. Express your brand like a human being. Here are some basic steps to follow when building a brand strategy:<\/p>\n<ul>\n<li><b>Step 1: Identify why your brand strategy failed before. <\/b>If you are at a large company where people have tried to do this before, figure out why it died. Look at the SWOT analysis and get C-level on board.<\/li>\n<li><b><b>Step 2: Identify what your brand is and is not<\/b><\/b>\n<ul>\n<li><em>Currently the brand is:<\/em> list 2 characteristics<\/li>\n<li><em>In the near future, the brand may be:<\/em> list 2 characteristics<\/li>\n<li><em>The brand is not:<\/em> list 2 characteristics<\/li>\n<\/ul>\n<\/li>\n<li><b>Step 3: Define voice and tone. <\/b>While brand strategy is more than just voice and tone, it is important to have these defined to keep your branding consistent. At the end of the day, it\u2019s all about living and believing in your brand.<\/li>\n<\/ul>\n<h2><\/h2>\n<h2><a href=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2015\/07\/02_Dana_DiTomaso_How_to_Make_Your_Marketing_Match_Your_Reality_MozCon_2015_pdf.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-6133\" src=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2015\/07\/02_Dana_DiTomaso_How_to_Make_Your_Marketing_Match_Your_Reality_MozCon_2015_pdf.png\" alt=\"MozCon 2015 Dana DiTomaso\" width=\"1268\" height=\"705\" srcset=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2015\/07\/02_Dana_DiTomaso_How_to_Make_Your_Marketing_Match_Your_Reality_MozCon_2015_pdf.png 1268w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2015\/07\/02_Dana_DiTomaso_How_to_Make_Your_Marketing_Match_Your_Reality_MozCon_2015_pdf-300x167.png 300w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2015\/07\/02_Dana_DiTomaso_How_to_Make_Your_Marketing_Match_Your_Reality_MozCon_2015_pdf-768x427.png 768w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2015\/07\/02_Dana_DiTomaso_How_to_Make_Your_Marketing_Match_Your_Reality_MozCon_2015_pdf-1024x569.png 1024w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2015\/07\/02_Dana_DiTomaso_How_to_Make_Your_Marketing_Match_Your_Reality_MozCon_2015_pdf-100x56.png 100w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2015\/07\/02_Dana_DiTomaso_How_to_Make_Your_Marketing_Match_Your_Reality_MozCon_2015_pdf-500x278.png 500w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2015\/07\/02_Dana_DiTomaso_How_to_Make_Your_Marketing_Match_Your_Reality_MozCon_2015_pdf-1170x651.png 1170w\" sizes=\"(max-width: 1268px) 100vw, 1268px\" \/><\/a><\/h2>\n<h2><b>2. Create Discoverable Content<\/b><\/h2>\n<p>There are 2.5 million blog posts published every day. That may explains why your content isn\u2019t always being discovered. However, that doesn\u2019t mean you should give up. Here are some tips by <strong><a href=\"https:\/\/twitter.com\/MatthewJBrown\">Matthew Brown<\/a><\/strong> on how to make your content stick:<\/p>\n<ul>\n<li><b>Create content that is relevant and recent<\/b>. When readers are already thinking and talking about your topic, the more likely it is to get read.<\/li>\n<li><b>Long form blog posts are superior.<\/b> I remember four years ago learning that blog posts should not be more than 500 words. Well, that is clearly no longer the case. Now, it\u2019s all about long form posts that include high quality keywords for optimization. More keywords means higher discoverability. Pro tip: Evergreen content performs 10x better over it\u2019s lifetime!<\/li>\n<li><b>Target your content to specific audiences.<\/b> Not every piece of content needs to be relevant to everyone. It\u2019s important to get specific and target your content. Publish and promote content on streams that work for the audience you are targeting.<\/li>\n<li><b>Let users control their experience and make it about them.<\/b> An awesome example is Bloomberg\u2019s post <a href=\"http:\/\/www.bloomberg.com\/graphics\/2015-paul-ford-what-is-code\/\">\u201cWhat is Code?&#8221;<\/a><\/li>\n<\/ul>\n<h2><a href=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2015\/07\/09_Cara_Harshman_Onlilne_Personalization_That_Actually_Works_MozCon_2015_pdf.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-6132 size-full\" src=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2015\/07\/09_Cara_Harshman_Onlilne_Personalization_That_Actually_Works_MozCon_2015_pdf-e1436838471239.png\" alt=\"MozCon 2015 Cara Harshman\" width=\"956\" height=\"391\" srcset=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2015\/07\/09_Cara_Harshman_Onlilne_Personalization_That_Actually_Works_MozCon_2015_pdf-e1436838471239.png 956w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2015\/07\/09_Cara_Harshman_Onlilne_Personalization_That_Actually_Works_MozCon_2015_pdf-e1436838471239-300x123.png 300w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2015\/07\/09_Cara_Harshman_Onlilne_Personalization_That_Actually_Works_MozCon_2015_pdf-e1436838471239-768x314.png 768w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2015\/07\/09_Cara_Harshman_Onlilne_Personalization_That_Actually_Works_MozCon_2015_pdf-e1436838471239-100x41.png 100w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2015\/07\/09_Cara_Harshman_Onlilne_Personalization_That_Actually_Works_MozCon_2015_pdf-e1436838471239-500x204.png 500w\" sizes=\"(max-width: 956px) 100vw, 956px\" \/><\/a><\/h2>\n<h2><b style=\"line-height: 1.5;\">3. Personalization Enhances Customer Experience<\/b><\/h2>\n<p>Personalization can help your company build a relationship with your customers. By investing in personalization, you are that much closer to closing a sale. As <b><a href=\"https:\/\/twitter.com\/CaraHarshman\">Cara Harshman<\/a><\/b> frankly stated, the one-size-fits-all web is dead and plain old lazy. It\u2019s time to start delivering content that will help your customer convert. So, how should you go about implementing personalization? Well, there is a framework for that. Here are the three components of personalization:<\/p>\n<ul>\n<li><b>Who are you targeting?<\/b>\u00a0Think about contextual, demographic, and behavioral data. These factors can include if the customer is logged into their account or not, if they are visiting the site the the third time in one day, or if they just purchased a product.<\/li>\n<li><b>What are you showing them?<\/b>\u00a0Every visitor\/user is different &#8212; think about ways you can appeal to them. This is where A\/B testing comes to play. Improve the experience for segments of your traffic. Think about the onboarding experience for a new visitor vs the return visitor experience. It\u2019s all about hypothesizing, testing and refining. Just don\u2019t be creepy!<\/li>\n<li><b>How to prioritize.<\/b>\u00a0Once all the ideas are out on the table, narrow down what ideas get locked down and shipped. It\u2019s time for prioritization. You might have millions of awesome ideas, but start by understanding these three key prioritization perspectives:\n<ul>\n<li><em>Potential Business Impact:<\/em> The bigger the bite, the bigger the impact. Segment by audiences who bring the most traffic and value. Focus on them.<\/li>\n<li><em>Technical Effort to Execute: <\/em>Be realistic about the technical effort. Can you actually identify this audience? Do you have the software required to implement the personalization?<\/li>\n<li><em>Requirements to Sustain: <\/em>Don\u2019t slice your audiences too thin to avoid content problems such as not having enough unique content and pigeonholing your audience.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>The power of personalization is in how you wield it. Give your visitors the experience they are expecting.<\/p>\n<h1>\u201cGreat marketing feels right!\u201d<\/h1>\n<p>There is no better way to wrap up day one of MozCon than with this fantastic quote by\u00a0<a href=\"https:\/\/twitter.com\/danaditomaso\">Dana DiTomaso<\/a>.<\/p>\n<p>Also, you can download each presenter&#8217;s complete deck here:\u00a0<a href=\"https:\/\/moz.com\/mozcon#schedule\">https:\/\/moz.com\/mozcon#schedule<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>This morning, I got to take a break from my normal routine and spend the day at MozCon! After Rand\u2019s kickstart to the day, we were treated with an entire day of fantastic speakers. Since the list of learnings from today\u2019s panelists is endless, here are our top three learnings &#8230;<\/p>\n","protected":false},"author":28,"featured_media":11539,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[23,1],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.4 (Yoast SEO v22.4) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>3 Things I Learned on Day 1 of MozCon 2015 | Rival IQ<\/title>\n<meta name=\"description\" content=\"Day one of MozCon 2015 was filled with a panel of fantastic speakers. 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