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