EPISODE · Apr 4, 2022 · 1H 6M
How IBM Generated $250M of Lifetime Traffic Value (LTTV)
from Content and Conversation: Organic Growth Insights from Siege Media · host Ross Hudgens, Bryan Casey, Siege Media, IBM
Show Notes:00:39: Bryan’s original post on how IBM generated over $250M of lifetime traffic value (LTTV) in 20211:10: IBM’s “Inbound Workbook”8:13: What processes have made the workbook successful?10:41: What is the “diamond team model” and how has it helped SEO in larger organizations16:45: IBM’s SEO team breakdown21:46: The benefits of keyword frameworks14:25: Why user stories are important16:42: What is content engineering?24:54: IBM’s attribution models29:44: How to build an SEO movement at a large organization33:20: The benefit of using keywords in addition to charts in internal reporting40:23: Who do you invite to the internal Slack channel?42:36: Bryan’s evolution of role and management best practices45:19: How IBM uses internal blogging51:54: The pros and cons of email communication53:58: How long does it take to roll out a successful SEO program?1:01:00: The effects of redirects for IBM, link building strategyShow Links:Bryan's Substack SERPerStarFollow Bryan on TwitterFollow Ross on TwitterSend us an email Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on Twitter: http://twitter.com/rosshudgens Directed by Cara Brown: https://twitter.com/cararbrown Email Ross: [email protected] #seo | #contentmarketing
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What this episode covers
Bryan Casey, Director of Digital Marketing at IBM, joins us on Content & Conversation. With a high-authority name like IBM, we rarely think of what it takes to navigate an enterprise company of that size — 400,000 to be exact. Bryan is no stranger to such obstacles. A veteran of IBM, Bryan has tackled performance marketing for over seven years, leading teams across SEO, user research, campaign management, and digital strategy. Today’s episode was inspired by Bryan’s recent Substack article: How IBM Generated $250M of Lifetime Traffic Value. Bryan and Ross discuss the inner workings of IBM and how he’s made major strides for IBM’s traffic value in a short amount of time.
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How IBM Generated $250M of Lifetime Traffic Value (LTTV)
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