Interdisciplinarity: How to Integrate Organic Search, Paid Search, and Content Teams

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Posted by HeatherPhysioc As an industry, we talk a good game about collaboration, but the truth is it’s not really happening the way we tell our clients and bosses it happens. We stroll into new business pitches and make big claims about how “integrated” we are. We preach that our recommendations are better because we have a more “holistic” offering. But whether it’s across agencies working on the same client, different teams working within the same agency, or different teams in-house on the client side, collaboration is much harder to achieve in reality than we make it look on the outside. More often than not, experts get sucked into their respective silos, buried by the day-to-day task lists of their jobs, focusing on their own areas of expertise. Agencies write SEO scopes and PPC scopes separately, often without accounting for content resource needs to make the channels successful. Teams bring recommendations forward to their bosses that don’t have buy-in from their peers. We don’t bring each other in, but we complain about not being brought in. Learnings from multiple mergers My company has gone through many mergers and acquisitions over the years, and just in the last three, we’ve merged with three other agencies in our network. We doubled in size and tripled our global footprint overnight. With those mergers came tons of complementary skill sets and client lists we could do great work for. Through the mergers, we had a unique opportunity presented to us to solve persistent collaboration and content problems by bringing the organic search, paid search, and performance content teams together under one unified group. Now our “Discoverability” group is nearly 35 people in four offices across North America. With all this change and merging of teams, we had some hard choices to make and hard work to do to make this integration of different capabilities and cultures successful. Introducing interdisciplinarity I want to introduce you to the concept of interdisciplinarity. It’s an academic term describing when two or more areas of expertise join forces to solve new kinds of problems together. It’s when they combine and bust traditional silos to solve shared challenges, benefiting from integrating and updating their individual approaches into a new, holistic approach. Interdisciplinarity helps with the negative effects of siloing and over-specialization. In the rapidly evolving and increasingly commoditized field of search, we need to be talking about this. Interdisciplinarity is …

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An Inside Look at My Digital Marketing Agencies Around the World

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My blog attracts millions of viewers, and accolades have stacked up for entrepreneurship, marketing, and influence. You may not know that behind the Neil Patel brand is a powerful and growing network of digital marketing agencies with offices around the world. NP Digital is a performance marketing agency built by marketers, and our global offices allow us to deliver our specialized services to clients worldwide. Below is more information about our agencies, as gathered by one of our writers. Meet our Co-Founders: Neil Patel and Mike Kamo Neil Patel, CMO and Co-Founder, is a New York Times Bestselling Author and is recognized as a top influencer by The Wall Street Journal and Forbes’s top ten marketers. Entrepreneur magazine credits him with creating one of the 100 most brilliant companies. He has been recognized as a top 100 entrepreneur under 30 by President Obama and a top 100 entrepreneur under 35 …

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The MozCon Virtual Video Bundle Is Here (Plus, Our 2019 Videos are FREE!)

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Posted by cheryldraper This year's MozCon was unlike any other. In the midst of a global pandemic, we pivoted from planning our traditional 1,600-plus in-person shindig to an online conference that ended up bigger and more well-attended than anything we'd done before. MozCon Virtual was a delightful journey into the unknown. Just a few of the practical lessons we learned: How to collect, assemble, and ship high-quality at-home filming kits to our speakers How to reimagine online networking (they weren't held over delicious entrees at lunch, but our Birds of a Feather virtual sessions were a big hit!) How to get the most out of an online conference while also caring for your needs and being aware of Zoom fatigue And while it may have felt a little different this year, with 21 industry experts covering topics all the way from easy-to-implement machine learning to effective content promotion to crafting …

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Best Collaboration Software

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Disclosure: This content is reader-supported, which means if you click on some of our links that we may earn a commission. Collaboration software has become a must-have tool for businesses today. With teams scattered across different locations working remotely, these tools ensure that everyone can communicate and collaborate effectively. From simple check-ins and real-time status updates to ongoing project management, collaboration software can accommodate businesses of all shapes and sizes. Your organization can even use collaboration software to improve the way you work with clients, contractors, and stakeholders in your business. By leveraging collaboration tools, everyone will benefit from improved workflows and have greater access to crucial information. But in order to take advantage of these benefits, your first task will be finding the right collaboration software for your business—and there are a ton of options out there. To make your decision easier, use the buying guide and recommendations that …

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25 of the Best Add-On Slack Apps to Make Your Marketing Team More Effective

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Just like your favorite iOS apps , software-specific apps can greatly improve our day-to-day work experiences. Slack is one of the most popular channel-based messaging systems on the market, with over 12 million people using the system every day . What’s more, their diverse and ever-growing selection of Slack apps is only improving their service. For marketers, Slack apps may improve productivity, efficiency, collaboration, and project management. Below, we’ll cover the 25 best Slack apps on the market and explore how they can improve your marketing processes. Add-On Slack Apps for Metrics Marketing is all about metrics . If you want to prove your worth to your customers and find ways to become more efficient, you need clear analytics to guide you. If you want to access your marketing data directly in Slack, you can use metric tracking apps. For example, if you want to track your read and click-through …

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Thinking Beyond the Link Building “Campaign” [Case Study]

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Posted by Paddy_Moogan Over the years, I’ve often referred to our link building work as “campaigns”, which isn't wrong, but isn’t completely right, either. I think that as an industry we need to alter our mindset to focus on what link building should be: an ongoing, integrated, business-as-usual activity. Link building processes that work for brands now and that will continue to work in the future need to sit closer to the rest of the business. This means tighter integration with other disciplines, or at the very least, acknowledgment that link building isn’t a siloed activity or dark art like it used to be. In this post, I’d like to propose how we should think about link building and share some ways to make it more sustainable, efficient, and effective. The problem with campaigns I want to start by being super clear on something, and I make no apologies for …

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How is MLOps Used in Business and Marketing?

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Chances are, your brand has data scientists and operations professionals on the team, and while they do their best to collaborate, they each have their own areas of expertise. This could lead to miscommunications and misunderstandings. The data scientists can interpret the data, but they likely don’t have the background to manage business operations. Likewise, the business team can make their side of things work, but they don’t fully know how to interpret and implement data. Here is where machine learning operations (MLOps) come in. In this article, we’ll discuss how MLOps can help with collaboration between your data and business teams, as well as additional immediate and future benefits of implementing it. What is MLOps? MLOps, in simple terms, is a set of best practices for improving communication and collaboration between your employees on the data science and operations sides of your brand. In less simple terms, it’s a …

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Overcoming Blockers: How to Build Your Red Tape Toolkit — Best of Whiteboard Friday

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Posted by HeatherPhysioc Have you ever made SEO recommendations that just don't go anywhere? Maybe you run into a lack of budget, or you can't get buy-in from your boss or colleagues. Maybe your work just keeps getting de-prioritized in favor of other initiatives. Whatever the case, it's important to set yourself up for success when it comes to the tangled web of red tape that's part and parcel of most organizations. In this helpful — and still relevant — Whiteboard Friday episode from autumn 2018, MozCon speaker Heather Physioc shares her tried-and-true methods for building yourself a toolkit that'll help you tear through roadblocks to get your work implemented. Click on the whiteboard image above to open a high-resolution version in a new tab! Video Transcription What up, Moz fans? This is Heather Physioc. I'm the Director of the Discoverability Group at VML, headquartered in Kansas City. So today …

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Two things you need to turn PPC campaigns into winners

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How do you set yourself apart in PPC when Google and Microsoft are continually adding more automated capabilities that effectively level the playing field? We believe there are a few critical factors that can tip the scales back to your advantage: Better strategy and better execution, tied together with an awesome process. On the surface, these factors may seem like common sense, “Business 101” tactics, but the real challenge comes into play when businesses attempt to build the processes that closely tie strategy to execution. We believe that companies with a great process will be the ones best positioned to deliver successful results. When your process enables you to be nimble and adapt to new strategies quickly, and you can quickly get your whole team to shift into execution mode on the new strategy without dropping balls left and right, that’s when you win. Business case study: Why process matters …

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5 Alternatives to Yahoo Groups

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Yahoo Groups was one of the original online communities. You could use it to create or participate in online chats with people from across the world who have the same interests and ideas as you. A host of new online communication tools have been released in recent years. Many of these new platforms offer features Yahoo Groups doesn’t. After lagging behind their competitors for a few years, Yahoo Groups officially shut down in December of 2020. Thankfully, if you were a fan, there are a plethora of alternatives to Yahoo Groups. Below, we’ll discuss our favorites so you can pick the best online group platforms for you. What Was Yahoo Groups Used For? Yahoo launched Groups in January 2001. Users could post messages, polls, photos, events, files, mailing lists, links to websites, and more. The platform soon became a popular host for vibrant online discussion boards. If you owned a …

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Two things you need to turn PPC campaigns into winners

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How do you set yourself apart in PPC when Google and Microsoft are continually adding more automated capabilities that effectively level the playing field? We believe there are a few critical factors that can tip the scales back to your advantage: Better strategy and better execution, tied together with an awesome process. On the surface, these factors may seem like common sense, “Business 101” tactics, but the real challenge comes into play when businesses attempt to build the processes that closely tie strategy to execution. We believe that companies with a great process will be the ones best positioned to deliver successful results. When your process enables you to be nimble and adapt to new strategies quickly, and you can quickly get your whole team to shift into execution mode on the new strategy without dropping balls left and right, that’s when you win. Business case study: Why process matters …

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