As SEO evolves so must we as practitioners. Whilst SEO 'dies' on a regular basis, but continues somehow to survive, everything evolves, and so must we as practitioners. The recent Adobe CMO Conference spoke of 'Whole Brain Marketers'. We also hear mention of 'T Shaped Marketers' which refers to those who have a deep core knowledge in a specialist area with a broad understanding of a range of related and 'touching' skills and topics. Whole Brain Marketers have the analytical skills married with creative and strategic skills. The left and right hemispheres of the brain working together in harmony and to full effect. This talk looks at how we can endeavour to work towards a 'balanced left and right brain' to become 'whole brain marketers'. It also looks at a range of tools to assist us in areas that are not naturally our strengths. e.g. If we are right brain dominant 'creatives' we may require some help and development with logic and technical tools, and vice versa for those left brained dominants amongst us. The talk also looks at how we can begin to use tools to relate to people too if this does not naturally come to us, and understand in advance about their personalities and best effect communication styles for our dealings with them. These could be target marketing personas, colleagues, suppliers or employees.

1. Tools
and
techniques
to
us
become
more
‘T-­‐Shaped’
in
our
projects
and
practices
SEO
AS
‘WHOLE
BRAIN’
T-­‐SHAPED
MARKETER’ Dawn
Anderson
@
dawnieando – Move
It
Marketing

2. IN 2012 I HEARD….. 11

3. AND THEN IT TURNED OUT….. 11
‘YAY’,
‘WHOOP’

4. THEN I REALISED… SEO HAS MANY LIVES….. 11
AN
ESTIMATE
IS
THAT
SEO
’DEATHS’
CURRENTLY
EQUAL
AROUND
2
X
CATS
X
9
LIVES
EACH
(CIRCA
18
YEARS)
IT
DIES
ON
A
REGULAR
BASIS

5. BUT…..IT IS EVOLVING 11
X EVOLVE
DIE
….
LIKE
KETCHUP
BOTTLES…

6. AND SO MUST WE.. 11

7. WHAT’S T SHAPED?
02
Deep
expertise
in
a
core
subject
and
an
understanding
of
a
wide
range
of
subjects

8. 04WANTED - WHOLE BRAIN MARKETERS
Those
with
the
analytical
ability
married
to
strategic
or
creative
talents

9. 06
LEFT OR RIGHT BRAIN DOMINANT?
• LOGIC
• ANALYSIS
• SEQUENCING
• LINEAR
• MATHEMATICS
• LANGUAGE
• FACTS
• THINK
IN
WORDS
• WORDS
OF
SONGS
• COMPUTATION
LEFT
BRAIN RIGHT
BRAIN
• CREATIVITY
• IMAGINATION
• HOLISTIC
THINKING
• ARTS
• RHYTHM
• VISUALISATION
• TUNES
OF
SONGS
• NON-­‐VERBAL
FEELINGS
• DAY
DREAMING

10. 05
USING BOTH SIDES OF BRAIN
UTILISING
BOTH
THE
LEFT
AND
RIGHT
SIDE
OF
THE
BRAIN
IN
AN
EFFECTIVE
AND
BALANCED
MANNER
BRAIN
DOMINANCE
TEST
-­‐
http://www.ipn.at/ipn.
asp?BHX

11. PERCEPTIONS 09
WE
ALL
MOSTLY
SIT
AT
A
DESK
ALL
DAY
STARING
AT
A
SCREEN
– NOT
THAT
DIFFERENT
AFTER
ALL??

12. 21
TOOLS FOR ‘UN-CREATIVE’ TECHIES
BLOGGING
/
COPYWRITING
IDEA
GENERATING
PICTURES
&
COVERS

13. 21
TOOLS FOR ‘UN-CREATIVE’ TECHIES
EBOOK
GENERATORS
LOLZ
&
MEME
GENERATORS
DATA
VISUALISATION
TOOLS
INFOGRAPHIC
GENERATORS
MIND
MAPPING
TOOLS

14. 21TOOLS FOR ‘UN-TECHIE’ CREATIVES
GOOGLE
SEARCH
CONSOLE
ARCHITECTURAL
VIEWS
-­‐ POWER
MAPPER
META
DATA
GENERATOR
SITE
SPEED
’OUT
OF
BOX’
SEO
‘ESSENTIALS’
HEADER
CHECKERS
GOOGLE’S
WEBMASTER
ACADEMY
W3
SCHOOL
TUTORIALS
AND
QUIZZES
SIMILAR
PAGE
CHECKER
COMPRESSION
INTERNATIONALISATION
DUPLICATE
/
SIMILAR
CONTENT
CHECKER
LONG-­‐TAIL
KEYWORD
GENERATION

15. 21
‘PEOPLE’TOOLS
HUBSPOT’S
– MAKE
MY
PERSONA
-­‐ TOOL

16. 21
CRYSTAL KNOWS DAVID
EDMUNDSON-BIRD
Crystal
says
-­‐ “David
is
a
gifted
communicator,
prioritizes
relationships,
and
trusts
his
instincts
-­‐
sometimes
making
gut
decisions
against
logic.”
Personality
predictor
WHEN
SPEAKING
TO
DAVID:
• Emphasize
the
future
• Use
self-­‐deprecating
humour
• Tell
a
few
jokes
• Get
right
to
the
bottom
line
Syncs
with
Gmail
+
Social
media
contacts
Title:
Can
We
Talk?
Body:
It’s
been
a
great
year
and
I
feel
that
I’ve
exceeded
all
of
the
goals
we
set
for
my
performance.
When
you
get
a
chance,
can
we
have
a
conversation
to
discuss
my
compensation?
David
Edmundson-­‐Bird
Asking
David
for
a
pay
rise:

17. 21
PULLING IT ALL TOGETHER
VIA ‘STRATEGIC
FRAMEWORKS’,
‘MODELS’, ‘CASE STUDY
SUCCESS EMULATION’
AND ‘PRODUCTIVITY’
TOOLS
RACE
SOSTAC
CONTENT
MARKETING
MATRIX

18. 21
AND FOR PROCRASTINATION AND FOCUS
The
’Pomodoro’
tomato-­‐timer.com

19. REMEMBER

20. 21
RESOURCES & SOURCES
• LOL
Picture
Generator
-­‐ http://app.cheezburger.com/Builder?v=1
• Answer
The
Public
– http://answerthepublic.com/
• Crystal
Knows
– https://www.crystalknows.com
• Hubspot’s Blog
Topic
Generator
-­‐ http://www.hubspot.com/blog-­‐topic-­‐generator
• Magazine
Cover
-­‐ http://bighugelabs.com/magazine.php
• Open
Graph
Generator
-­‐ http://webcodetools.com/open-­‐graph-­‐generator/
• Schema
Creator
-­‐ http://schema-­‐creator.org/
• Google
Markup
Helper
-­‐ https://www.google.com/webmasters/markup-­‐helper/
• Huballin -­‐ http://huballin.com
• http://www.impactbnd.com/blog-­‐title-­‐generator/blogabout
• Make
My
Persona
-­‐ http://makemypersona.com/
• Keyword
Shitter
-­‐ http://keywordshitter.com/
• Uberflip Ebook Generator
-­‐ http://www.uberflip.com/ebook
• Piktochart – http://piktochart.com
• Trello
– http://trello.com

21. 21
RESOURCES & SOURCES
• Smart
Insights
– Content
Marketing
Matrix
-­‐ http://www.smartinsights.com/content-­‐
management/content-­‐marketing-­‐strategy/the-­‐content-­‐marketing-­‐matrix-­‐new-­‐infographic/
• Smart
Insights
– SOSTAC
Model
-­‐ http://www.smartinsights.com/digital-­‐marketing-­‐
strategy/sostac-­‐model/
• Smart
Insights
– RACE
Digital
Planning
Framework
-­‐ http://www.smartinsights.com/digital-­‐
marketing-­‐strategy/race-­‐a-­‐practical-­‐framework-­‐to-­‐improve-­‐your-­‐digital-­‐marketing/
W3
Schools
-­‐ http://www.w3schools.com/
• Power
Mapper
-­‐ http://www.powermapper.com/
• Google
Search
Console
-­‐ https://www.google.com/webmasters/tools/home?hl=en-­‐GB
• Google
Webmaster
Academy
-­‐
https://support.google.com/webmasters/answer/6001102?hl=en
• Yoast -­‐ https://yoast.com/
• The
Media
Flow
– Hreflang Generator
-­‐ http://www.themediaflow.com/tool_hreflang.php
• Tiny
PNG
-­‐ https://tinypng.com/
• Tomato
Timer
– http://tomato-­‐timer.com