2016 Searchlove Frameworks for Content Success
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Transcript of 2016 Searchlove Frameworks for Content Success
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Genius is1% Inspiration99% Perspiration
#1 SPOT = NOT what It used to be
DO EPICSHIT!
RCS in E-com, right under your nose
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RCS in B2B
Give it all away
http://toolbox.hyperisland.com/11
http://bit.ly/wil-hyper
http://toolbox.hyperisland.com/12
Where I see search going
How to start a cleaning business
How to start a Food Truck business
OMG! Its Local
Flat tire is a local searchSo Is SEO company20
Intent, about PEOPLE!!
Network!
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And Then
Reality sets in
Wil, that happens @ Seer! Were inconsistent
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Yeah, umm What?
Pump the Brakes!
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We Must Scale It!
Ethan Pic32
Build a Bridge from Inspiration to Perspiration
Hurts!33
You cant force clients to do RCSYou must CONVINCE clients to do RCS
You cant inspire your team to do RCSYou must make it easy for your team to do RCS
Channel my inner ethan, if it doesnt scale dont do it.36
Later! Im taking a year off
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Well that sucks!
Confused
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Frame.Work
Needed Weights
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Needed Definition
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Do this in other areas @ Seer
Wait, THINK!!!! I could do this for other areas of Seer47
INNER @mackfogelson
Mack Fogelson48
http://bit.ly/wil-mack-framework
http://www.slideshare.net/mackfogelson/establishing-focused-marketing-goals-wistiafest-201549
Mack Fogelson50
http://bit.ly/wil-ice-score
Sean ellis51
The art of asking great questions
What is the approval process?Who is most likely to roadblock this?Are they in your meeting?How will this idea move the needle on revenue?Have you listed your assumptions that underpin your outcomes?Is this consistent w/ their brand?
Have you prepared a "High / Low / Expected" range of outcomes?
Ask Better Questionshttp://bit.ly/wil-questions
Some adoptionbut Seer was more like DD than Starbucks
Frame.Work
Current StateCase for ChangeThe AskThe Goal (various scenarios)Contribution to Goal
Waited
Inconsistent
Peekd at PPC
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How many DOLLAR SIGNS are in MY reports?
BIG PIVOT
Domain
Connect our work to solving problemsand solving problems to business value
Frame.Work
Every idea through the ringer
CONSISTENCY!
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bit.ly/seer-content-pitch
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@ethanlyon@ scotaft@adammelson@ samanthafwanner@mmstll@teresa_a_lopez
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