Key takeaways from the C3 Conductor Conference 2021

Hey there,

Last week was the online version of this year's C3 Conductor conference, and I asked my team members who attended to compile the brief notes around the small workshops that happened.

So, without further ado, here are some key takeaways from the conference, session by session:

Video 1- Introduction to the conference

Video 2- Elements of a perfect pitch with Daymond John

The key take away- 1. Prioritize your customers

1. Learn about their goals

2. Hear your client's requirements and find ways to save their time, energy, and money

3. Focus on the target audience of your client

4. Offer results and make sure that you deliver what you promised

5. Compensate when required

6. Research your client and try to find common ground to connect with them

7. Give power to your clients and make them feel important while you listen carefully to their instructions

8. Build a story around your products so that they resonate with the audience

9. Be warm, friendly and make everyone feel comfortable enough to reach out to you for discussion

10. Offer knowledge to clients

11. Design a pitch that influences the core value of the audience and resonates with the cause

12. Check up on your customers and value their feedback

Video 3- Content and collaboration with team SEO

1. Do your SEO oriented research before starting a content piece

2. Use SEO tools in content creation

3. Write H1 Tags, description, and headings before you start a piece, and follow it strictly

4. Content must resonate with the clients and have relevancy

5. Use workspaces to see how the SEO crafted content is performing and track the performance

6. Have defined KPIs- e.g., driving traffic to the site, client conversion rate, etc

7. Perform competitor's research

8. Give credits where it is due in the team and openly communicate where you can perform better

9. Have open communication about the goals from the content with all the teams

10. Share the impact the content has across the site

11. Be transparent about the revenue generation to everyone in the firm

12. Use tools like Google Analytics to keep track of performance

13. Analyze user behavior

14. Analyze global traffic data and have an insight into it

Video 4- Evolving Organic Marketing

1. Focus content upon what people are searching on a local and global levels

2. Focus on producing performance-based content that drives organic traffic, sales and generates leads

3. Create content that resonates with the audience and answer the queries typed in search engines

4. Have your employees understand the complete process and impact of organic marketing, topics, and keywords. It will help to perform content that satisfies the viewers' demand sitting on the other side.

5. Include data in your content strategy and keep updating it periodically to create significant results.

6. In case of doubts, go back to the basics-

• Explain to clients what you are doing and why you are doing it

• The benefits of the process

• Involve other experts and focus on how the results will affect the brand image and how this content is adding value

Video 5- Adapting SEO to customer evolution with Agility

Consumer behavior changes over 2020 pandemic

• Fluctuated demands of goods

• Increased standards and bars of online shopping, for e.g., introducing product trackers, better user experience, quick deliveries, etc.

• User behavior changed as customers ensure that the essential workers are wearing proper gear for protection.

• The companies noticed the shift in the demand for seasonal products and other things which were not very popular earlier.

• Companies are more focusing on the visual aspect to create content as per the status of their surroundings. An example of this will be adding images that involve masks and social distancing.

• Be available for customer support to show that you are here to help if things go wrong with your products. Provide a simple DIY solution to the applicant as well.

• Be willing to change your plans and adopt a new strategy. Also, be quick to act on the new plans.

Video 6- Content predictions 2021

Key takeaways about the content in covid struck time

1. Increase of-

• Up to 70% in web browsing

• 61% on social media consumption and

• 30% in the online purchase was observed during covid

1. Increase in content consumption as people are constantly present on the digital platform

How to design your content?

1. Research for keyword competitors as well as business competitors before you work on a strategy

2. Work on creating authoritative content reviewed by the subject matter experts

3. Mark the impressions of content and learn the pattern about how people are engaging with the content, what are the breaking points, how many people are completing the videos etc

4. Google rewards educational long-form guides

5. References are helpful in posts

6. Engagement should be your number one priority

7. Have different metrics to measure success, like engagement, revenue, conversion, organic traffic, and more

8. Have a brief SEO optimized structure at the beginning of the article

9. Have a streamlined process among all the teams helping in content generation and present your content in a committed fashion among the audience

10. Keep changing with the customer's needs and provide value

11. Provide specific guidelines to the writers about the type of post you want

Content prediction for 2021

Hub And Spoke Approach

• Mark a core content and make other copies supporting and revolving around the same content, including social media posts, email, podcast, video, etc.

• Use tools like answer the public and repurpose the content that proves beneficial for viewers.

• Add different multimedia and go beyond the texts to reach your client and gain more visibility. Focus on different ways the audience can consume the content.

Strategist shift mindset

• The content should be focused on your brand and justify your services.

• Create the audience persona if you are writing for B2B or B2C audience

Content credibility

The credibility of the authors is required to ensure that the content is of high authority. You must be hiring subject matter experts to write technical content for the viewers.

Remote work and more opportunities

Online dependability has opened more opportunities for talent, and employers have access to this talent pool.

Red flags

*Disconnected and inefficient content production from different teams provides no value to the audience

*Having tons of content does not immediately mean success

*Avoid having to optimize your content once it has been written. *Rather have a complete research framework on your table before you start writing the content

*Not giving enough time to publish the blogs

*Divide the work as per the expertise, and avoid doing everything on your own

Video-7 Core web vitals update

What is Page Experience update about?

• It will be launched mid-June and will end by august

• It will have 3 core web vitals apart from existing search metrics

• The update will be applicable for mobile searches

• A visual indicator with great page experience will be added to the page, but the valuable content will still be the most valued component over page experience signals

• Apart from the pre-existing signals like mobile browsing, safe browsing, HTTPS no intrusive interstitials, another 3 core web vitals ( loading, interactivity, and visual stability) are added

Loading (LCP-Largest Content Paint)

• Time required to load the main content of the page, be it text or the image

• Time taken should not be more than 2.5 seconds

Interactivity (FID-First Input Delay)

• Time required by the browser to open a link the user has clicked upon. The delay could be because of Java scripts or the involvement of the browser in other things.

• Time taken should not be beyond 100 milliseconds

Visual stability (CLS- Cumulative Layout Shifts)

• It refers to the stage where you click on a link but jumps from one page to another page you don't want to see

• The time allotted for this is 0.1 sec which implies it should not happen ever and leads to a bad user experience

Page experience affects your performance

1. The increase of page speed from 1 sec to 6 sec increase the page bouncing rate by 106%

2. Websites fulfilling the core web vitals criteria make it 24% less likely for anyone to leave the website

3. Optimizing web vitals lead to an 8% increase in sales

4. Although it will not kick you back in the search engine results, it is still going to affect your rank, especially if you are ranking in the top SERPs

What can you do?

1. Track the KPIs you are ranking for and keep an eye on your competitors' ranking just after you.

2. Use Google search console to get the data for indexed pages and page experience reports.

3. Use Page speed insight tool to get breakdown results for mobile and desktop and work where the improvements are required.

4. Use Deepcrawl to get multiple page metrics and get them categorized. Also, get the issues reported with HTTPS pages in config and issue reports.

5. Perform an audit for your site to fix as many issues as you can.

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