Making the most of your martech by better managing stakeholders
Without people operating effectively in their respective roles, we cannot realize the maximum potential of our investments.
Jim Yu is the founder and CEO of BrightEdge, the leading enterprise content performance and SEO Platform. He combines in-depth expertise in developing and marketing large on-demand software platforms with hands-on experience in advanced digital, content and SEO practices
6 critical martech elements to manage in 2020 for the customer journey
Data, content, commerce and user experience are all key in how we prioritize our customer relationships using martech in the coming year.
5 key ingredients for omnichannel success for the 2019 holiday shopping season
Even as digital continues to prove highly impactful across the customer buying journey, real-world advertising and presence are still important.
Building and scaling global SEO Centers of Excellence
Before you can involve your company’s executives in SEO advocacy, you need a set of best practices and clear goals to share. Here's how you do it.
Customer journey orchestration
Embracing automation and maximizing SEO performance
Intelligent automation allows search engine marketers to schedule tasks and immediately activate data to inform smarter optimizations.
A strong central stack of technology begins with the CMO
Chief marketing officers must map new technologies to core business objectives and articulate how they contribute to meeting goals. Here's how.
Enterprise AI with the CIO and CMO: Better together benefits
Here's a look at how AI is transforming entire enterprises, particularly through the lens of marketing and IT, and why the two teams must work together.
The role of SEO in the martech stack: The voice of the customer
As brands build and manage their technology suites in an increasingly complex environment, contributor Jim Yu says organic search data increasingly plays a foundational role.
The rise of the DD-CMO: How data-driven CMOs are maximizing performance
Contributor Jim Yu feels CMOs are challenged with balancing immediate results and long-term strategy. He outlines ways to incorporate accessible and insightful data to move the performance needle
Improving the customer experience means getting search right
As consumers search from more places than ever before, it's vital that marketers deliver experiences that perform. Contributor Jim Yu shares tips on how to deliver a great experience at every search touch point.
Supercharging your SEO with AI: Insights, automation and personalization
The tech giants are fully committed to 'AI-first,' and marketers who follow suit can supercharge their SEO strategies. Contributor Jim Yu covers three core marketing areas to take advantage of.
Search is more than Google: Mastering vertical search optimization
Vertical search engines, mobile and voice trends seem to be reshaping the search landscape, says contributor Jim Yu. Create a cohesive content strategy across a number of verticals and increase the touch points you have with consumers.
How the acceleration of AI will drive digital transformation: Automation and personalization
Contributor Jim Yu explains how artificial intelligence will be woven into the modern marketing organization.
Accelerating your AI journey — 5 steps to get CMOs started
Contributor Jim Yu encourages marketers to avoid getting bogged down in learning AI technology, but suggests they instead focus on what can be done with it.
Beyond the AI hype: AI is here and now, and adoption is rising
Think artificial intelligence is the next big thing? Contributor Jim Yu explains it's already being widely employed and will soon be a must-have for your marketing stack.
The CMO, martech and ‘marchitecture’: Messaging that matters to customers
What is a "marchitecture," and why should it be an essential part of your strategy? Columnist Jim Yu explains how it can bridge the gap between your technology infrastructure and your customers' needs.
5 marketing technology trends CMOs need to master for 2018
As we edge closer to 2018, columnist Jim Yu lays out five martech trends you'll need to monitor to lead your organization to success in the year ahead.
14 ways to get smarter with your content and SEO
Contributor Jim Yu uses the SMART framework to prescribe a formula for SEO and content marketing success.
Why marketing convergence is non-negotiable in a post-mobile world
In the age of the increasingly fragmented customer experience, how do marketers compete for attention? Columnist Jim Yu believes the convergence of content and search is key.
Mobile & desktop SEO: Different results, different content strategies
You can't simply make your site responsive and truly call it mobile-ready, argues contributor Jim Yu. To really adjust to the dramatic rise of mobile search, you need to understand how people are using these devices for finding things.
5 ways to balance technical & non-technical SEO
Though tactics and strategies differ greatly for technical and non-technical SEOs, columnist Jim Yu believes it’s critical that they find ways to work together. Each is powerful on its own, but it’s in the combined efforts of both that the real magic happens.
Martech and ad tech: Challenges and opportunities
What's ahead for ad tech in the larger martech environment? Columnist Jim Yu lays out the difficulties, as well as the potential rewards.
Key notes on optimizing for voice search: Conversation, content and context
Voice search is growing in popularity, yet many search marketers still don't have a plan for it. Columnist Jim Yu discusses the state of voice search and provides some tips for marketers looking to the future.
Getting ahead of the marketing curve: 5 digital trends you must capitalize on now
From AI to the rise of connected devices, columnist Jim Yu takes a look at the top trends to keep an eye on to stay a step ahead of the competition.
3 ways to ensure your marketing technology stacks up
Putting together a marketing technology stack can be exciting, but with so many vendors and so much functionality, it can also be overwhelming. Columnist Jim Yu has some advice to guide your tool selection.
5 massive SEO and content shifts you need to master right now
What can today's industry shifts tell us about the future of SEO and content marketing? Columnist Jim Yu discusses some current trends and their implications.
The keys to activating content across multiple channels
Are you getting the most out of your content? Columnist Jim Yu offers tips on how to develop content that can make an impact and drive results across channels.
SEO & intelligent content: Discovery, connection and improved performance
Jim Yu explains how search data can be used to better understand your customers, allowing you to create targeted, "intelligent" content that will really move the needle.
Voice search and data: The two trends that will shape online marketing in 2017
As voice search and AI continue their rapid advance, columnist Jim Yu looks at how these technologies will change customer expectations and mold the future of marketing.
Performance and integration: The foundation of marketing technology stack success
As CMOs take on more responsibilities, columnist Jim Yu discusses three key strategies to help them develop a technology stack that will drive performance, convert leads and justify the value of an increased marketing budget.
The evolution of the customer journey in 2017: Optimizing moments that matter
As the customer journey becomes increasingly fragmented, columnist Jim Yu takes a look at how marketers can capitalize on the micro-moments and serve up targeted content at just the right time across multiple channels.
Data as the new currency: Three keys to CMO success in 2017
What are the martech trends that will shape digital marketing in 2017? Columnist Jim Yu believes data insights will fuel marketers' strategy and business success.
Google’s shift to mobile-first: mobile moments that matter
Columnist Jim Yu outlines Google's long march toward a mobile-first index and explains why optimizing for mobile devices is no longer optional.
7 omnichannel marketing tips to attract holiday shoppers
With holiday retail spending ramping up, columnist Jim Yu shares seven ways to create integrated shopping experiences that engage customers.
Searching for and winning the marketing moments that matter
Columnist Jim Yu discusses the impact of digital on the customer journey and what marketers need to do to stay competitive and convert customers in the moments that matter.
Digital demand and supply: The psychology of self-development for digital careers
Are your job skills keeping pace with today's rapidly evolving digital culture? Columnist Jim Yu discusses ways to get up to speed and boost your career in the digital world.
Google and Progressive Web Apps: the mobile experience and SEO
What's the deal with Progressive Web Apps? Columnist Jim Yu explains this exciting new mobile web technology and discusses relevant SEO considerations.
SEO Six Sigma: 5 ways to scale your enterprise operation
Need to improve your SEO processes for scalability? Columnist Jim Yu shows how the Six Sigma framework can help.
The art of content creation and the science of measurement
Successful brands not only create engaging content, but they also measure the performance of that content. Columnist Jim Yu outlines four steps to help you balance the art and science of content marketing.
SEO and the CMO: Communication and board room metrics that matter
Securing investment for SEO is a tough challenge, especially when CMOs don't fully understand the value of this channel. Columnist Jim Yu explains how SEOs can translate the data they track internally into metrics that matter to the C-suite.