Category: Events

Joe Pulizzi – Content Marketing Evangelist… or Rockstar?

Image of Joe PulizziSpeaker, writer, and influencer Joe Pulizzi is the “man” of the content marketing world. Awarded “Custom Media Innovator of the Year” by American Business Media, Voted Who’s Who in Media Business by BtoB Magazine, and recognized as the Most Influential Content Strategist via Lavacon. He’s also the co-author of Get Content Get Customers (McGraw-Hill) which has been called “the Handbook for Content Marketing.” He writes one of most popular content marketing blogs in the world. Is the founder of Junta42, the Content Marketing Institute, SocialTract and even has a few others in the works.

When he’s not receiving awards, creating companies, or writing books, he speaks to groups of people all over the world about marketing, publishing, social media, new journalism, personal branding, and why he always wears orange.

Clearly a man of many talents, one can have the honor of hearing him speak as AZIMA proudly presents – Joe Pulizzi February 8th at the Scottsdale Hilton Hotel in Arizona.

Event Details:

Date: Feb 8th

Location: Scottsdale Hilton (6333 N. Scottsdale Rd., Scottsdale, Az 85250

Time: 6:00p.m – 8:00p.m.

Tickets: Student $25

Members $35

Non Members $45

At the Door $55


*Student and Member discounts available with promo codes “STUDENT” OR “AZIMAMEMBER”

Want to get up close and personal?

For an added bonus, AZIMA is now offering VIP tickets, which give you the chance to be seated as his table, and for an hour you can get all the information you ever dreamed of about content marketing straight from the man himself. For details on VIP tickets contact [email protected] .


At the event, you can also enter to win 2 Free SMAZ tickets! But don’t fret, if you don’t happen to be the lucky winner AZMIA offers discounts just type in promo code SMAZ4AZIMA on for 30{2bbd478b6aadf2a9bb5e10dcf35d17c0d0772390afbaf5ac8145fb1096668903} off.

Joe started throwing around the words ‘content marketing’ back in the early 2000’s, and it has now become a philosophy driving some of the most effecting marketing programs in the world.  Now’s your chance to hear about his successful strategies, come see him speak and see what you can do to become a better marketer.

Save on SMAZ4 with AZIMA!

If you haven’t registered for the largest Interactive Marketing Event in AZ, what are you waiting for? SMAZ4 is the premier business focused event to help companies understand and learn the latest techniques in digital marketing and social media. Learn from Arizona home grown industry experts in social media marketing and corporations that have experience in how to do it right with a focus on real world experience. That’s right, this means they’ll share the good, the bad AND the ugly. Your ticket also comes complete with a free copy of the newly released, The Now Revolution. February 11th, 2011 is the date to remember and its approaching fast, so you better register now! Don’t forget to use discount code “SMAZ4AZIMA” to receive 25{2bbd478b6aadf2a9bb5e10dcf35d17c0d0772390afbaf5ac8145fb1096668903} off as a friend or member of AZIMA.

Heard the Good Word About Conversion Conference 2011 West In San Fran?

Conversion Conference is a worldwide conference series dedicated exclusively to issues related to optimizing the conversion rates of online campaigns. Virtually anyone who has responsibility for increasing the effectiveness of a B2B or B2C website, improving ROI of marketing efforts, and maximizing online revenues will find value in attending this premier event!

Both experts and authors in disciplines ranging from web design, email marketing and persuasion principles to multivariate testing and usability converge for an action packed two days to discuss the latest tools and techniques available to help website owners and marketers increase the effectiveness of their online marketing efforts.

Keynote Speakers:

Tom Davenport PhotoTom Davenport
Author, Competing on Analytics: The New Science of Winning

Tim Ash PhotoTim Ash
Author, Landing Page Optimization, Conference Chair

Bryan Eisenberg PhotoBryan Eisenberg
Co-Author, Call to Action, and Always Be Testing

Michael Summers PhotoMichael Summers
Co-author, Creating Websites that Work

Practical Sessions, Actionable Takeaways:

  • Optimizing Headlines, Copy & Graphics
  • Split Testing & Multivariate Testing
  • Landing Page Principles
  • Personalization and Persuasion
  • E-commerce & Lead Gen Conversion
  • Using Google Website Optimizer
  • Optimizing Social and Mobile
  • Design & Usability Mistakes

Check out the full agenda and speaker line up which takes place on March 14th and 15th.

Conversion Conference is the only worldwide event series focused exclusively on improving website conversions featuring conversion improvement strategies and tactics by the leaders in the field.

Friends and members of AZIMA can use the promo code “CCW943” for $250 off on 2-day Conversion Conference passes or combo passes to CC and the parallel eMetrics event.

Is Your Baby Ugly??

Tim Ash Presenting at AZIMA Jan. 11, 2011 - Photo By Arnie Kuenn

You have spent months developing your new website having brainstorming sessions with upper management, your graphics artists, content developers and finally you’ve put this all together and right after your launch you realize no one is clicking on your special offers, your bounce rate is over 80{2bbd478b6aadf2a9bb5e10dcf35d17c0d0772390afbaf5ac8145fb1096668903} and your people are calling in complaints that they can’t figure out how to navigate your website.

Then the panic sets in, you realize that your baby is UGLY and you have created a landing page that SUCKS!

The reality in today’s interactive marketing is that we are bombarded with over 3000 marketing messages each day and unless we have taken some time to understand the psychology of our users, have an understanding of usability, how to use triggers in our copywriting and we have a firm grasp of who our perfect customer is we are setting ourselves up for failure.

Last night AZIMA (Arizona Interactive Marketing Association) featured landing page optimization expert Tim Ash who is the co founder of SiteTuners and author of “Landing Page Optimization” who gave a one hour presentation titled “Your Baby is Ugly” and discussed the “Seven Deadly Sins of Landing Page Design”

Sin #1 – Unclear Call to Action

“What am I suppose to do now?” This is the last question that you want to have a potential customer say when they arrive on your your website. From the perspective of your visitor you should have a clear and obvious path that they can follow to get them closer to their goal. If your visitors have to think and spend time of what to do next they will leave.

Tim further explained that “visitors to your website has an attention span of a lit match” and you have less then 1/20th of a second to make a first impression. If they are not instantly impressed with what they see, they will leave your site to find one that is better.


  • Focus on What Matters Most: Turn down the noise on your landing page by eliminating flashy visual elements that are distracting.
  • Apply the Obvious Standard: If your call to action is not obvious, you’re losing money.
  • Call to Action should be above the fold

Sin #2 – Too Many Choices

When we overwhelm a visitor with too many choices they will become confused. To have a successful landing page we need to be able to lead the visitor to their goal with a limited amount of choices.

People process images 400x faster then text so consider using imagery in a fashion to enable your visitors to process important call to actions on your site and to aid in navigation.

Your home page only has one purpose, to move your visitors off it as quickly as possible to the more important sales pages of your website. Your home page is in effect the “kitchen sink” of your website that will guide your visitors toward their goal.


  • Use a visual grid and shortcuts to reduce the reading scan
  • Categorize choices into small groups

Sin #3 – Asking for Too Much Information

We as Internet Marketers have become greedy in that we ask for too much information.

Imagine walking into a brick and mortar store and the clerk at the door asks you if they may hold onto your credit card while you shop, what would your reaction be?

But yet many of us in Internet Marketing do this same thing today when we ask for a mailing address, telephone number, and other personal information just to be able to download a free e-book.

Consider giving away this free E-book away for really free by not asking for any information at all. If they find the information contained in your book interesting they will follow-up with you with your contact info within the book and your not burdened with an email list of worthless prospects.


  • Only ask for information that is required to complete the transaction
  • If you can, collect the email address early to follow-up if the client abandons the process
  • Collect additional information from the client during a later stage of the process

Sin #4- Too Much Text

Remember as children when we watched the Charlie Brown cartoons and all when any of the adults spoke all we heard was “blah blabbla, blablba”?

This is the same thing our customers hear when we overload them with sales information and they will respond by hitting the back button and go someplace else.


1.      Use headlines, headings and well positioned links

2.      Use bulleted lists to cover key areas

3.      Remove all the subjective claims that you cannot support without factual evidence

Sin #5 – Not Keeping Promises

Search for information about the “Best Digital Camera” and in the number one position of Google’s Adwords you see this ad;

You think to yourself “I know Consumer Reports, I can trust them” and you click on their ad

However when you arrive on their site you see this and find out that you see that you have to “join today” to read the results!

Do you feel that you have been lied to? Will you ever trust Consumer Reports again?

This could be called a “profit prevention system” because you have failed to deliver what you promised and your visitors will leave frustrated and angry.


  • Be clear in your advertising and links of what you’re promising
  • Repeat the text and/or keywords on the destination page to reaffirm their decision
  • Don’t make false claims on what you will deliver

Sin #6 – Visual Distractions

Things that flash, flicker or move around is annoying and graphic designers are often frustrated artists, they often want to think outside the box and express their creativity on your website.

Also how many other websites have you seen that same girl with the headset for the customer service representative and those same group of guys in suits that are your management team?


  • Remove the chrome, the flashy blinky things that compete with your call to action
  • Replace those generic stock images on your site with professional photography that will enhance communication and trust

Sin #7 – Lack of Creditability or Trust

Unless you work for Coke, Red Bull or some Fortune 500 company chances are no one has ever heard of you or your company but yet you’re faced with making a positive first impression in under 1/20th of a second.

Building trust can be one of the most difficult tasks in development of your landing page.


  • Use well known trust symbols on your website above the fold and in prominent locations
  • Create a “butterfly collection” by using logos of your clients on your website
  • Feature your relevant policies, guarantees and other “points of difference” so they can be seen and understood when the visitor first comes to your website

From Ugly Baby to Superstar Marketer

Seems all so simple right? Well it is if you take it one step at a time.

You can easily start changing your “Ugly Baby” website right now by finding just one thing on Tim’s list and start the transformation to Superstar Marketer today!

Guest Post By: Roy Reyer is the president of a provider of SEO and Internet Marketing training and consulting and an associate of the Search Engine Academy offering Certification in basic and advanced SEO through partnership with the University of Mississippi. Sign up for Roy’s free weekly SEO tips on his website today.

OMS 2011 Is Nearing Capacity!

OMS is a little less than a month away! Be sure to register now before the event completely sells out. Now is a great time to plan to take a few days to join over a thousand of your marketing peers in sunny San Diego to learn, network, and share best practices you can use for a lifetime.

Get 20{2bbd478b6aadf2a9bb5e10dcf35d17c0d0772390afbaf5ac8145fb1096668903} off OMS 2011 with promo code : AZIMA

Group Savings Available

The best way to save on registration is to register as a group with your colleagues. If two or more of your colleagues need some online marketing education, sign up with them and all of you will receive at least a 25{2bbd478b6aadf2a9bb5e10dcf35d17c0d0772390afbaf5ac8145fb1096668903} discount! For groups of 3 or 4 use promo code GROUP3 to save 25{2bbd478b6aadf2a9bb5e10dcf35d17c0d0772390afbaf5ac8145fb1096668903}.  For groups of 5 or more use promo code GROUP5 to save 30{2bbd478b6aadf2a9bb5e10dcf35d17c0d0772390afbaf5ac8145fb1096668903}.

New Speakers Announced

New thought leaders, brand marketers and expert practitioners have been added to the OMS 2011 line-up. See the complete list of speakers.

Heather Oldani
Director of U.S. Communications; WOMMA Director, McDonald’s

Mike Metz
Sr. Director of Web Marketing and Strategy, Cisco

Chris Brogan
Author of Trust Agents & []

Brian Solis
Author of Engage
& Blogger at

Mario Sundar
Sr. Social Media Manager & Chief Blogger, LinkedIn

Ekaterina Walter
Social Media Strategies, Intel


SearchFest 2011- Get the Early Bird Discount While You Still Can!

SearchFest 2011- Portland’s Premier Search Marketing + Social Media Conference

Join hundreds of your online marketing peers for the fifth annual SearchFest! Portland’s largest search engine marketing conference is dedicated to search marketing education and networking.

SEMpdx has again recruited top search marketing experts for individual panel sessions, including senior online marketers from companies like the New York Times, REI, Intel, and Oregon State University.  Agency-side veterans Rand Fishkin, Marty Weintraub, Ian Lurie, John Andrews and Matt McGee return to complement the experience of these in-house representatives.  New 2011 panels focus on the cutting-edge areas of Local and Mobile Search, featuring presentations from Greg Sterling and Mike Blumenthal.

The complete agenda covers a wide variety of online marketing topics, including: competitive intelligence, social media strategies and analytics, website design to increase search optimization and customer acquisition, search marketing strategy, building a search agency, universal search, advanced link building, advanced analytics, and advanced pay-per-click techniques.

SearchFest is open to all individuals interested in learning the latest advancements in enhancing search engine performance to deliver more visitors and customers to your website.

February 23, 2011
The Governor Hotel, Portland, Oregon
View Agenda, Speakers and Register

“Early Bird” pricing ends December 31, so Register NOW using discount code: ‘AZIMA’ and save 10{2bbd478b6aadf2a9bb5e10dcf35d17c0d0772390afbaf5ac8145fb1096668903}!

Changes in the News Industry: Digital Trends in a Traditional Business

The November monthly social event featured a panel of local digital leaders discussing how they are continuously adapting to online trends like social media and mobile marketing. The discussion included Mike Coleman, VP Digital Media for, Russ Hill is the VP Product Development for and Joe Hengemuehler, News Director at KNXV/15.  The talk was moderated by Tim McGuire, Frank Russell Chair of Journalism at ASU’s Walter Cronkite School of Journalism and Mass Communication. As a journalism graduate working in Internet marketing, the conversation was especially interesting to me.

The chat started with the question, “How are your jobs different now from five years ago?”  One thing the entire panel could agree on: their jobs are all very different at this point in time, due to advances in digital trends. With the rise of users on social media platforms like Facebook and Twitter, news is being delivered as it happens. Hengemuehler explained the difference in the deadline, or lack thereof. “The deadline is dead,” he said. “The deadline is now.”

Coleman, who has been working with for more than a decade, said that the biggest change has been the number of people responsible for the digital aspects of the publication. Five years ago it was a very small number, and now, almost everyone has a responsibility for digital parts of  Hill added that the job no longer ends when the radio show ends – you have to keep the conversation going through digital channels, like social media and mobile marketing. “If you disappear from the public arena, you won’t get ratings,” he said.  All of the panelists agreed that along with their positions, the audience has also changed.  No longer are media outlets after eyeballs, they are after news consumers.

When McGuire asked the panelists to speak to the matter that content is no longer king, there was some debate among the group.  Hill proclaimed that it is true – content is no longer king.  “Content is already out there,” he said. “KTAR is good at opinion. You need unique content to have a chance.”  But both Coleman and Hengemuehler disagreed, proclaiming that content is indeed still what is most important.

McGuire then asked about multiple platforms – should they be married or should they be separate entities? Hengemuehler said, “People aren’t looking for a push.  They want to interact.”  Coleman said it is imperative to use one to promote the others.

Hill added that is a shame that someone in the media industry did not invent Craigslist or Google, though it is the innovators dilemma. Why would we give all of that information away for free when people were paying media outlets to provide it and supply it?  Hill went on to say that he believes the recession was actually good for traditional media, as it has caused more and more companies to think like a start-up. “We are in the middle of a massive media revolution,” he said, which he compared to TV being invented.  “We need to stop asking questions and start finding answers,” Hill said.

One of the final questions McGuire asked was a loaded one – “Is mass media dead?”

Hengemuehler said, “Yes and no.” He thinks mass media is redefined, as social media is becoming more and more prominent. Coleman’s two cents alluded to “no,” as advertisements are still driving the mass media.  And Hill? “It’s already dead.” He believes everything is going to be niche specific when it comes to media.

Something all of the panelists agreed on: the times, they are a changing.  And in terms of media, no one is completely sure where things are headed – but everyone is working very hard to figure it out.  Hengemuehler said, “The best way to predict the future is to invent it.”

In addition to the wrap up post, I’d like to include a short interview of Mike Coleman about in the digital age by my colleague, Michael Schwartz and I, before the panel discussion.

Mark Your Calendars for February 7-10th, Online Marketing Summit Annual Conference is Coming Up!

Online Marketing Summit, the premier educational event for marketing professionals, is back in San Diego for its 6th year this February 7-10th. Join over a thousand (1,000) of your marketing peers as they share ideas, hear from expert practitioners, and learn best practices in the areas of: Social Media, Demand Generation, Search, Email, Analytics, Mobile, Integrated Marketing and more.

With four tracks designed to meet the needs of beginner, intermediate, and expert-level practitioners, OMS educates attendees on topics unfamiliar to them, and deep-dives into topics they want to learn more about. As AZIMA Members and friends, you’ll receive additional savings by using the promotional code of “AZIMA” and get a 20{2bbd478b6aadf2a9bb5e10dcf35d17c0d0772390afbaf5ac8145fb1096668903} discount. Mark your calendars today, and save more on your discounted registration rate! We’ll see you there!

Trends In Search Marketing With Danny Sullivan: Recap

Read, as we summarize the most recent AZIMA social event held October 12th. Danny Sullivan, Editor-In-Chief of, shares his experiences with search engine marketing, and explains the trends in search today.

Google Strength
In the first part of his presentation, Danny reiterated what many of us already know: Google is the dominating search engine. But what I found interesting was how he also spent a large time discussing Bing and Yahoo. Bing is constantly increasing their market share, but largely at the expense of Yahoo. Bing’s marketing message has been, “Bing is your alternative to Google”, whereas with Yahoo….their marketing is inconsistent. Did you know that Yahoo recently turned off their own search engine, and are now using Bing? Yahoo was one of the oldest search engines, but with declining numbers it’s no surprise. Yahoo admits that they will always be a search engine, but they know that Bing works better. So why not use it instead? Something else interesting about Yahoo: their accordion view. I’ll admit, I haven’t heard of this yet, but Danny mentioned it in his presentation. This is one of the new ways Yahoo is attempting to stay in the game.

It’s Danny’s opinion that Bing will continue to take market share from Yahoo, but noted: how much will Bing be willing to spend to gain that market share? They’ve been featured on The Colbert Report and Gossip Girls, are trying to coin the term “Bing’d It”, but how successful will they be after the ads stop? It will be interesting to see how this shapes up in the months and years to come.

Vertical Search

It’s not just web pages and ads anymore. More and more content is shown in search engine results pages: news, images, video, real time results, etc…. It’s important to have your website displayed in these areas, and allows even the smallest of sites to be featured on the first page of Google. Danny discussed real time search a bit more in depth, and gives a great example as to how you can utilize real time search to your advantage: answer questions. Using “anyone knows” type search phrases in Twitter search will yield results that are exactly targeted to your specific demographic (depending on the keyword you attach to the search phrase). Play around with it. He’s found that many people are actually responsive and thankful when you provide them answers, even if you’re uninvited to the conversation.

Is Facebook a search engine, a Google killer, changing the way we search? Danny suggests that the answer to these questions is no. Facebook is not meant to be a search engine, and shouldn’t be confused as such. Nor is Facebook a Google killer. He eluded to the possible partnership between Facebook and Bing, and sure enough yesterday it was announced. Read his blog post from yesterday to get a bit more information about this amazing addition to Bing search results.

With the new ‘Like’ button popping up all over the place, some have suggested that Facebook will change the way we search. Danny points out that what many fail to acknowledge is that Google already has the information that the ‘Like’ button might be collecting. Google knows what you search, where you go on the web, and how you do it. They collect their information in their own way and utilize it, they’ll “get it by hook or by crook” as Danny puts it.

Next up Danny discusses mobile search, and it’s increasing popularity online. Many say that users don’t utilize mobile search because they use apps, but Danny points out that what is an app but mobile search? Mobile search is here to stay, that’s for sure.

Google Instant

Is this the death of SEO? No. And in all reality, SEO seems to have been impacted very little. What it has done however is exemplify that as search marketers we should be more conscious of suggested searches, and surprisingly: below the fold is doing better than expected. As far as PPC goes, alright: Google instant might affect it. Overall, we’re in a watch and see mode.

I’m sure you are as excited as we are to see what happens in the future of search marketing.

What were your major take-away’s from Danny’s presentation? Share in the comments below.

The 5th Annual Arizona Entrepreneurship Conference

Are you waiting for change in your businesses? Move your business forward! Hit the RESET button.

This November 17th, Stealthmode Partners and The Opportunity Through Entrepreneurship Foundation host the 5th Annual Arizona Entrepreneurship Conference.

This year’s conference, AZEC10, will focus on what new entrepreneurs and established business owners can do in their businesses to get things growing again.

Combining national thought leaders and local CEOs in a forum for best practices, networking, and collaboration has been a hallmark of the conference since its inception in 2006. This year’s conference is no exception with an all star line up including …

Keynotes by:

  • Silicon Valley Venture Capitalist, angel investor, entrepreneur and disrupter, blogger at Master of 500 Hats:  Dave McClure
  • Industry Analyst for Altimeter Group, columnist for Forbes CMO Network and author of The Web-Strategist, Jeremiah Owyang
  • marketing and online media expert, author of Engage! and Putting the Public Back in Public Relations, Brain Solis
  • Flowtown founder Ethan Bloch
  • Robert Johnson, founder of Tempe-based ESS, sold last year for $60M+

Local Arizona leaders

  • Callaman Ventures
  • Arizona Angels
  • Beanstalk CFO
  • Infusionsoft
  • Kolbe Corp
  • EcoEdge
  • Pay Your Family First
  • Brain Savers
  • Gangplank
  • Pillsbury Wine Company

Chairman of the Board of OTEF Joan Koerber-Walker shares, “I have had a front row seat each year as well as access behind the scenes at the conference.  I’ve met many great people, picked up great ideas and also seen the difference that the money raised at the Conference makes.”

Buy your tickets and take advantage of the discount today! Follow the CorePurpose blog stories featuring this year’s AZEC10 speakers and some of the people you’ll meet at the conference, plus organizations and community leaders who make the conference possible.

Early bird tickets are $25 off through Friday on the conference website at  Students are $99.00. Members of the community can also get involved by choosing to sponsor a student or support  OTEF and AZEC10 through donations and sponsorships.

You can also follow our updates at, and AZ Entrepreneurship Conference Founder Francine Hardaway of Stealthmode Partners .

This post was created with excerpts from CorePurpose by Joan Koerber-Walker and the official website by AZEC10 volunteer and entrepreneur matchmaker @RoseannHiggins of SPIES.

Note: The Opportunity Through Entrepreneurship Foundation’s mission is to provide training and support to help at-risk youth and adults improve their lives by creating and growing entrepreneurial ventures.