Marketing
in your
SLEEP Photo Credit: resaka
Content marketers have become
“I woke up to produce content no one wants”
eBay - 32,000 Employees – 7 shares
Comcast – 115,000 employees- 12 shares
Could have done
OR
Death to the content calendar
https://www.flickr.com/photos/chrisschoenbohm/
1 man bandhttps://www.flickr.com/photos/qsimple/
What content can I produce?Where do I start?Audiences?Personas? Keyword research? Twitter research ?FB research?Or…
Send a
TWEET!
If you could ask your financial data
any question, what would it be?
Lead to this…
Refused
“7 ways to…”Get you to click
on this headline
Do I tip well?
Content Calendar?
1 year later 15 person team
Content
https://www.flickr.com/photos/davidzNew Lens
Content is too easyContent is a commodity
36,000 articles
Do 1 thing well
https://www.flickr.com/photos/lwr/
Give it away now
@iamchrisle
@iamchrisle
@iamchrisle
@iamchrisle
The REAL Win…
@iamchrisle
46
http://bit.ly/kw-competition
Improves Moz Tools?Win for SEER + ALL of YOU!
Not Sold?
Our site’s traffic
52
Sep 1 2012 –Jun 21 2014
545,235
Where am I going?
54
Well….
56
Impact of
SustainableContent
58
Duration: 60 days
Users: 294,000
Investment: 200+ hrs
$15,000
60
Duration: 660 days
Users: 292,000
Investment: 0 hrs
Every day it gives answers
Answers a curiosity
Gets Re-Discovered
ZERO EFFORT Since Launch!
Surprise! Social Pickup!
Surprise! Google Pickup!
While I was sleeping
https://www.flickr.com/photos/coriehowell/
I’m Addicted
Dr PeteMoz
Big content is a BARRIER to ENTRY
@dr_pete
DRIVE A WEDGE!
1 Question:If your content was removed from the web, would anyone miss it?
D
Unicorns&
Rainbows
The experience
80
Failed #RCS
Slow down learn the
JOURNEY
http://www.flickr.com/photos/theenmoy
http://www.flickr.com/photos/theenmoy
You job is not over when something RANKS!
http://www.flickr.com/photos/theenmoy
http://www.flickr.com/photos/theenmoy
Ranking, but not working, how do you know?
Choose Your OwnAdventure
Keep Alive?
OR?
Decisions, Decisions
Do I have a good data set?Is this a problem worth solving?Occasional Use? Daily Use?Is this better than what exists?Did I overdesign the solution?
This CAN help people make better decisions CHOOSE: stick with it.
What’s next?
Make a 20% oops budget
© 2014 SEER Interactive | All Rights Reserved page 96
Usertesting.com
Inspectlet.com
Mobile Pinch+Zoom
Left over money?
Switch
Gears
Obsession with “get money”
108
Links get money@McGswagg
109
8 Quote Requests1.08% Conversion Rate
110
20 Quote Requests1.37% Conversion Rate
111
8 Quote Requests
$1,600
20 Quote Requests
$4,000
112
15 Quote Requests0.62% Conversion Rate
113
54 Quote Requests4.73% Conversion Rate
114
0.62% Conversion Rate
$3,000
4.73% Conversion Rate
$10,800
Useful #RCS that is not findable
Doesn’t Rank
Secret for you
People LOVE it
This is PRECISELY why SEO is
NEVER EVERGoing to die
We have no coupons
e-commerce site
Jan 2012 – Sep 2014$2.8M x 7% (commission)
$196,000
124
That doesn’t include the $$ from assets, increased rankings, assisted conversions etc.
Thank god for Six Flags!
Fun Tip:Email targeting w/ cancel pageSign up email
Subject line targeting
Subject line targeting
Fun Tip:Cancel Query TargetingCompetitor Frustration
Fun Tip:Email targeting w/
cancel pagesign up email
Fun Tip:Email targeting w/
cancel pagesign up email
Target pages in GDNDon’t use the comp. name in adsTarget pages ranking well about Comcast/SkySearch Companion Ads Search-GDN
Enterprise content to drive conversions & ease frustrations@chadgingrich
Helping Customers in your SLEEPhttps://www.flickr.com/photos/coriehowell/
http://www.flickr.com/photos/theenmoy
http://www.flickr.com/photos/theenmoy
http://www.flickr.com/photos/theenmoy
THANK YOU!@wilreynolds
