This is a case study of ASQ, a global, nonprofit, membership-based organization looking to increase visibility, experience, and conversions.
Recent changes to how search engines like Google and Bing view content has changed the way we work to drive traffic and acquire leads. Instead of focusing on technical issues, IA, on-page factors, and link building, ASQ has switched gears to focus on user experience and content strategy. A year and a half after the pivot, the company has worked with enterprise clients to develop strategies and create content that converts. For some clients, content development, governance, and maintenance could be the difference between profitability and budget cuts.
This presentation will show how content strategy works as a pillar of an organization’s marketing efforts, while illustrating how to go about taking on—and conquering—such a task. It will also cover content strategy activities and illustrate how to achieve “stakeholder buy-in” to promote change.
Anthony manages the content strategy and traffic acquisition team at Zeon Solutions, a web development and online marketing company specializing in e-ommerce web solutions. In this role, Anthony oversees a 16 person team of experience content and search engine marketing professionals delivering results to clients like Johnson Controls, Samsung Security, the American Society for Quality and many more.
In his free time, he works as a contributing author for both Search Engine Journal and Search News Central. He has also written for or been featured on sites like MarketingProfs, Moz, Social Media Explorer, Search and the Bruce Clay Inc. Blog. Follow him on Twitter (@apiwarun) or visit his website (anthonypiwarun.com) for more information.