Episode 86 – THE ROLE THAT SEO PLAYS
FOR INTEGRATED MARKETING
In episode 86, Michaela Mendes joins the show to discuss her strategy around integrated marketing and how SEO can be used to enhance your multi-channel marketing campaigns.
Michaela shares her thoughts on why you should be thinking of your customers first regardless of what marketing channels your campaign is focused on.
We also discuss what the future of content and SEO can look like with Google’s algorithms and philosophies continuing to evolve.
- [0:00] Intro
- [1:55] Getting Started in Content Marketing
- [4:58] What is Integrated Marketing?
- [7:10] How To Get All Members of Your Organization Aligned
- [10:05] Customer-First Marketing
- [12:45] How To Maximize Resources Across Strategies
- [15:40] How To Market When Content is the Product
- [18:20] Gating Content vs Leveraging Content
- [20:35] Where Does Email Fit Within Integrated Marketing
- [23:15] Does Google Reward Differentiation?
- [25:40] Rapid Fire Rankings
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Title: Senior Director, Integrated Marketing
Bio: Michaela leads the integrated marketing function at General Assembly. She’s spent 12 years in content & SEO roles and loves helping companies define and execute on content strategies that impact the bottom line.
Rank your top 3 anything:
- Hiking
- Family movie night with my kids
- Reading
Rank your best SEO marketing win:
Scaled organic traffic from 8k to 200k a month, huge impact to the bottom line for the business!
Rank your Top 3 SEO tools:
Rank your best SEO trick or tactic:
Internal link audits!
If you want a page to rank, add internal links from ALL your other pages on that topic to your target page.
Rank what you love most about SEO as an industry:
If I’m feeling creative, I can be creative. If I’m feeling analytical, I can lean into that. No matter what, SEO is good for every mood!
Rank your best SEO learning resource:
Learning SEO by Aleyda Solis.
Rank the top 1-3 SEO or Marketers that you most look up to:
Rank your number one cause/charity that you want to promote:
The Freelance Coalition
Title: Demand Generation Manager
Garrett loves SEO like the 90s loves slap bracelets.
Each week he interviews the most interesting people in the world (of SEO). When he’s not crafting content, he’s scouting the perfect ice coffee, devouring the newest graphic novels, and concocting a new recipe in the kitchen.
Get insights, stories, and strategies from a range of practitioners and executives leading the charge in SEO.
Enjoy this podcast? Check out Garrett’s video show round-up of everything search engine optimization: The SEO Weekly
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