Digital Olympus: Female Edition - Slides

Digital Olympus: Female Edition – Slides

Twenty women of Digital Marketing industry gathered to share their expertise and give professional advice during our «Digital Olympus: Female Edition». It was intense, by all means engaging, absolutely beautiful, surprisingly easy to understand, and left us wanting more! In case you got distracted, for whatever reason, below you can find everything our speakers talked about on the 6th of February.

Five Reasons to Upcycle Content by Salma Jafri,

  1. The biggest content creation challenges are producing engaging content and producing enough of it.
  2. Upcycling content will add value to it and bring that piece of content into circulation again.
  3. Upcycling allows you to focus on creating your best content.
  4. Upcycling is perfect for extended visibility without being spammy.
  5. Upcycling respects your audience’s learning style.

Begging the Question: Targeting Content to User Goals by Alicia Lewis, BozBoz

  1. Create a broad idea of who you’re talking to. Then, don’t forget to speak with clients before making any assumptions.
  2. Pad out your persona with statistically-based specifics.
  3. Find out what questions your audience is asking.
  4. Speaking your audience’s language is instrumental to them seeing you as more that a corporation.
  5. Build a persona for each of your target audiences (include location, gender, age, job, interests).
  6. Identify each persona’s goals in relation to your product (find out what questions are going through their minds).
  7. Craft expert answers.
  8. Invite feedback — the more questions your readers ask, the more material you have for your next piece of content!

Give your Content Wings: How PPC Can Help Promote Your Content by Purna Virji, Bing

  1. Over 90% of all ad clicks happen in mainline positions.
  2. Offer good quality content.
  3. Align ads with intent.
  4. Remain top of mind: don’t act desperate, provide value with SEO content.
  5. Consumers are heavily influenced by advertising for FMCG that builds brands and establishes brand familiarity.
  6. Subliminal brand exposure can cause people to act in specific ways.

Why Your SEO Content Isn’t Converting by Talia Wolf,

  1. 60% of web visitors expect sites to load in less than 3 seconds.
  2. One second delay in page load time results in 7% loss in conversion.
  3. Make it about the customer. Your business doesn’t make a product, it inspires an individual to make great things happen.
  4. No matter what you’re selling, what people really care about isn’t the WHAT, it’s the WHY.
  5. Your content has to be customer driven.
  6. If you make it about them, they will listen, care, read on, and convert.
  7. Talk to customers, interview your staff, analyze competitor sites.
  8. Words don’t work alone: use images, colors, CTA, forms.

Setting AMP for Success by Aleyda Solis, Remoters

  1. Utilizing AMP gives additional organic search visibility & traffic can be impressive.
  2. Among AMP cons are poor user experience and pages' complexity.
  3. Use AMP when you’re in the news industry or have a blog.
  4. Implement AMP when you don’t have an independent mobile version.
  5. To get started with AMP, verify that your content type and functionality are AMP supported.
  6. The goal is to provide the most consistent user experience through your «extended» AMP pages.
  7. Besides invalid code usage in AMP pages, the most common issue is «content mismatch».

How to Get New SEO Clients On Board by Sara Borghi, Bytek Marketing

  1. Choose your clients wisely and understand their real business challenges.
  2. Some agencies fail because they set unrealistic expectations.
  3. Hire the best specialists and train your team to be «SEO enablers».
  4. Be creative, empathic and technically savvy.
  5. Develop a strong relationship with your clients and learn everything about their processes.
  6. When building a relationship with a client, follow the «Nurture, Educate, Analyze, Relate» approach.

Defining Content with Data by Casie Gillette, Komarketing

  1. Start with what you know. What content is resonating the most with your users?
  2. Spend some time analyzing your referral sources.
  3. Your content always has different goals, not every piece of content is geared toward driving a sale.
  4. Listen to what your audience is talking about using such tools like FAQ Fox,, keyword. io, q&a sites.
  5. Funnel together all your data to be the source your users can rely on.

Web Analytics Analysis: How to Find Low-Hanging Fruit and A/B Test Ideas by Shanelle Mullin, ConversionXL

  1. When it comes to speed analysis, page interactive time is what you should care about.
  2. Use PageSpeed Insights to get insights on why your page isn’t loading fast enough.
  3. When you’re going into analytics, ask yourself a question, «What will you do with an answer?»
  4. Run a Google Analytics health check to see if you’re collecting all the data you need, and that you can trust this data.
  5. Most common Google Analytics mistakes are missing pages, data differs from the one in the shopping cart, or cross-domain tracking is down.
  6. When starting with analytics, begin with the highest value pages.
  7. Use the Goal Flow report to see the actual flow people are taking.
  8. If you have internal search on your site, analyze how good you are at delivering what people are looking for.

Where Data Meets Psychology by Tiffany daSilva,

  1. Data and «Feels» mindset combined together will bring on growth.
  2. Be patient, wait for the data to come in. Don’t analyze two weeks worth of data, gather it for at least 6 months.
  3. Focus on the experience of the user: time on site, frequency, location, device, assisted conversions.
  4. User testing: ask your users to give you feedback.
  5. Look into heat maps: see what areas of your site draw people’s attention.

How to Grow a Brand through Reputation Marketing by Rhea Drysdale, Outspoken Media

  1. The first step towards growing an exceptional digital brand is acceptance of what exists online today.
  2. Reputation is an expectation of the future behaviour based on the past experiences.
  3. Reputation marketing is the action or business of cultivating and promoting a positive reputation.
  4. Everything gets better when you have great reputation.
  5. Focus on recall — the ability to recognize information about your brand. You’ve succeeded if your message can be recalled.
  6. Audit your digital assets to see if they clearly feature your mission and messages.

Big Ideas that Deserves Links by Lisa Myers, VerveSearch

  1. Create content that sticks out. If everyone is drawing a cross, you need to be drawing a circle.
  2. By having something that is likely to invoke emotional reaction in someone, you are guaranteed to get more shares.
  3. You have to consistently generate authority links in order to increase rankings. To do that, invest in creative ideas.

Mobile SEO in 2017: Fireside Chat by Cindy Krum, Emily Grossman, Ashley Berman Hale, MobileMoxie

Using Competitive Research to Find Your Influencers by Brittany Berger, Mention

  1. Find and pay close attention to the influencers casually talking about your competitors.
  2. Casual influencers talk about, but not loyal to, competitors, they are not necessarily a customer, and they are not in a formal «influencer marketing» relationship.
  3. Tips for reaching out to casual influencers: invite comparison, see if you can solve gaps, and acknowledge their interest in competitor.

Building a Creative and Compelling Brand Voice on Social Media by Erica McGillivray,

  1. Find brand voice, style guides, and history (e.g. New York City Transit Authority).
  2. Create a persona for your social media account (e.g. Netflix’s Jessica Jones).
  3. Try different content on different channels.
  4. Do what your competitors aren’t doing.
  5. Don’t ask for permission.
  6. Creative and compelling means taking risks.

Fundamentals of Building a Global Community by Jennifer Sable Lopez, Welocalize

  1. Global community must-haves: translation is not enough. Localize! Each locale is unique.
  2. Cultural understanding is also crucial. Humor doesn’t always translate.
  3. Accountability and ownership of the voice need to be on any person who is on the front lines.
  4. Have multiple time zones support.
  5. Ensure your work processes are open so that if the task hasn’t been finished when team #1 clocks out for the day in time zone A, someone from timezone B could jump right in to solve it.

How to Use Social Media to Identify Better Search Keywords by Kelsey Jones, StoryShout

  1. Instagram’s own autosuggestion search engine shows you how many posts are there for each hashtag, and what the trends in your audience’s language.
  2. When looking to build more keywords for SEO, use hashtag search tools. is one of the best tools for finding hashtags.
  3. allows you to look at posts for several platforms at once. Use it to brandstorm content.
  4. Facebook Search gives you a picture of your audience’s behavior over time when it comes to SEO campaigns.
  5. Use Twitter Search when you need to find related searches for your term.
  6. Build Twitter Lists to get an overview of how competitors are talking about your industry.

How to Increase Your Website Traffic Using Your Keyword SEO Data by Amel Mehenaoui, Focus on Profits

  1. Among the most effective SEO tactics are relevant content creation (72%) and keyword research (48%).
  2. Make a list of the top 20 landing pages with high conversions rate from organic source but have medium.
  3. Make a list of the top 20 queries with high SERPS CTR but low impression & ranked between page 2 to 10.
  4. Plan and implement an Off-Page SEO strategy for each Landing Page URL & Query from list 1 & 2.

Content Marketer: Write for Search Engines, NOT People by Ana Hoffman,

  1. 78% of your readers scan any new page they come across, and those who do read are only reading less than 30% of it.
  2. Just like your readers, search engines scan your content for keywords and «understand» the general message of your page.
  3. When you write for the search engine, you create much better content for people.

We hope all of these tips will help you reach new heights and explore new territories of digital marketing. Stay tuned to our newsletter, and make sure to save your spot for the next event that will be held on the 26th of April!

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