SEO | 2015.11.17 Moztalk participation experience

This event was held at a marketing company in Boston that specializes in video production.Wistiais located near MIT. This company is quite new. You may wish to click on the company link above. There is a short video on the homepage to introduce their company. I personally have a strong impression of Wistia after visiting their website and participating in the event. Cooperating with Moz to organize this event must be their own marketing method. I saw some large Digital Marketing Agency in Boston chatting with people from Wistia during their breaks, maybe discussing some business cooperation.

Every event I have participated in in the United States has networking time. The organizer will provide a lot of food, drinks, beer...etc. This is the time to chat with strangers, expand your knowledge, and build interpersonal relationships.

This event had three speakers, namely Kristen Craft from Wistia; Ronell Smith from Moz; and Rhea Drystale, CEO of Outspoken Media from New York. The three speeches lasted about 30 minutes, but they were very exciting. I will record what I still remember below.

Kristen introduced the Mere Exposure Effect at the beginning, which is a psychological term that says that consumers (human beings) will prefer things they are familiar with. This is also the principle behind Product Placement (placement marketing) and Remarketing.

Of course, this type of "impression" focuses on quality rather than quantity, and it is best if there is an emotional connection. Consumers may be deeply impressed by the company because they saw a touching advertisement once, or they may have a bad impression of the company because they saw too many advertisements or negative image placement marketing.

Failure Example: Negative Image Product Placement

There are only scenes of Volkswagen being smashed in the 007 movie. Will such scenes really make consumers think "I want one!!"...?

One of the best examples: building an emotional connection

This video uses cute grandparents to talk about the company Zendesk, which sells Customer Service Software. The video uses a humorous and interesting way to make everyone remember this video and imprint the name of this company in their minds. After showing the video, the speaker Kristen said that they reminded her of her grandparents. Although this video did not impress me very much, it can be seen from Kristen's eyes that this video left a deep impression on her.

Good example two: Make full use of the Mere Exposure Effect

Kristen mentioned a very interesting story. She knew a salesperson who spent all day opening the phone book and making calls or sending emails to introduce the company's products. She hoped that the other person would be patient enough to listen to her and be interested in buying her products. Of course I was frustrated with this approach, but she took a small step and greatly improved her sales performance. The same salesperson first made a phone call and left a voice message briefly telling the other party who she was and what she did. Then a few days later she followed up an email with a video of about 30 seconds in it. She greeted the recipient with a smile and told them to contact her if they needed anything.

Through such Mere Exposure, these potential customers will not only regard her as annoying business. This example also highlights the importance of video. Sometimes seeing the other person’s face speaking to you in person is an inexplicable feeling of intimacy.

"Mere exposure effect": people prefer what they've been exposed to before #MozTalk @thecrafty pic.twitter.com/kpPijlXAjD

— Paul Shapiro (@fighto) November 18, 2015

Ask Big

As for what this GOAL is, it goes back to the basic concept of Marketing. We must first find out the needs of consumers (problems), and then find ways to solve them (answers). Ronell believes that we sometimes focus too much on our own fields, and the content we produce is similar to our competitors, which makes it difficult to stand out in a highly competitive industry. We should take a step back and think about which areas of the entire market are not yet saturated, and which voices have not yet been heard. After identifying this opportunity, we can write an article worth reading, sharing, and citing.

Applying Digital Ethology to Content Strategy - Rhea Drysdale

This is my favorite speech of the night! Rhea’s topic was her last speech at MozCon. MozCon is Moz’s largest event every year. Tickets cost around $1,000. It’s a great deal to hear it for free this time.

This speech is somewhat related to the previous one by Ronell. Rhea mentioned that Google is now increasingly able to understand what users are thinking when searching. As SEOs (Sarch Engine Optimizers), when writing articles or creating other content, the most important thing to ask is “WHY?” We need to be able to interpret the true meaning of users when entering search strings.

Example 1: When a weak woman today feels frightened when she sees a giant red ant, she may not Google “Boston Pest Control Company”, “Best Pest Control Company”…those search terms that you might try to put into every corner of the title text, but Google…

After we know the consumer's problem, go back to what we said in the previous speech, and then start writing an article that is truly useful/can solve the problem. Google's Answer Box is one of the Snippets that rewards content with High Authority. The picture below is excerpted from a special talk by Wordstream.Ranking in the Featured Snippet, when Google determines that your content is highly relevant to the user's search query, the content will have the opportunity to be displayed in the so-called Position Zero.

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