Solving The Content Conundrum - A Clever Way To Succeed at SEO

Erik Newton is the Vice President of Marketing at Milestone Inc., a digital marketing software and services company, where he manages acquisition, content, and product marketing. In his 25+ working years prior to Milestone he was Vice President of Marketing at BrightEdge, and before that Sr, Director of Marketing at TiVo and Head of Online Acquisition at Netflix with stints at MP3.com, Adobe, and Netscape.

He is a frequent online and on-stage speaker on SEO and digital marketing. He has done more than 30 webinars and was invited to speak on the Salesforce podcast Marketing Trends. His on-stage and live speaking events include CES, SMX, BrightEdge Share, Big Data Summit, and he won the Silicon Valley area and division Humorous Speech Contests with Toastmasters. He maintains a large collection of SEO and digital marketing jokes.

Newton is a prolific writer, with more than 175 blogs and 15 papers published at BrightEdge and Milestone. He published a management and self-development book, called Hack the Corporate Fast Track and is working on a second book on investing.

At Milestone, he is also the head of Milestone Research, which publishes research reports 4-6 times per year, and this research provides him unique insights into the market and channels that he uses for his writing and speaking. He is an often-quoted thought leader in Inc, MarTech Adviser, Search Engine Watch, and Orange magazine.

He earned his MBA at the International University of Japan and his BA from UCLA. He is fluent in Japanese and started his career in Japan at Dentsu Inc.

Solving the content conundrum: a clever way to succeed at SEO

1. Accelerate, AMP
2. Amend, text
3. Extend, rich media
4. Append, schemas

Omnichannel Omnivore

• Understand your channel mix
• SEO should be your largest channel, if not refer back to the content conundrum
• Break Local out of SEO using UTM tracker
• Referral should be your best performing channel like PR, Influencer and Reputation
• Social is probably disappointing on share of traffic, but is a good owned media channel. *Use GMB posts
• Have your SDRs use a UTM code in their outreach emails, you will probably see high volume and low engagement
• Email, part of owned media
• Paid
• Direct, make sure to exclude platform traffic. *Use attribution to reassign Direct