BrightonSEO Paid Social Show · 2021
From Atoms to Stars
An earlier talk about why channel silos make digital marketing easier to organise but harder to understand — and how search, paid, social and content can share evidence across the customer journey.
The core idea
Digital channels are useful analytical segments, but customers do not experience them as separate departments. The talk used systems thinking to show how channel-level data can be combined to identify better opportunities.
- Search terms and intent shared across SEO and paid search.
- Audience insights informing content and social activity.
- Content atomisation across channels.
- Landing-page experience affecting organic and paid performance.
- Awareness, evaluation and conversion treated as connected stages.
Event
BrightonSEO Paid Social Show
2021
Theme
Cross-channel strategy and shared audience/search insight.