Creative Content Marketing - Why, not how! #SAScon


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If I could have had a penny for every time someone has asked me "how" we at Verve Search gets such great results from our campaigns. At this keynote at #SAScon I explain WHY, not HOW, which is more important. Using Simon Sinek's brilliant Golden Circle theory to explain the importance of working from the inside out, and starting with the why. The "why" that drives the people at Verve Search is the reason why our campaigns do well. What makes us different is our mindset. And the results is the great creative campaigns that get coverage from some of the largest press and lifestyle websites in the world.

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  • People like Martin Luther King, Steve Jobs and Elon Musk – all have something in common.
  • The Golden Circle: Everyone knows WHAT they do, some knows HOW they do it, but FEW know WHY they do it. NOT a profit, that’s just a result. Why is your purpose your belief!!
    The great leaders and companies operates from the INSIDE out, starting with WHY not WHAT.
  • This is how most companies market. Say what it does, and why it is different. This is how most marketing and people communicate.
  • Here’s how APPLE sells
  • IT IS BIOLOGY not psychology. When we communicate from the outside in YES people can understand vast amount of information, facts and figures. It just DOESN”T drive behavior!
    But when we communicate from the inside OUT we communicate directly with the part of the brain that controls behavior, and then we allow them to rationalize it. This is where GUT feeling comes in, when people say yes I understand the facts and figures it just doesn’t FEEL right.
  • The innvoators and early adopters are driven by gut decision and what they BELIEVE. These are the people that will stand in line for 24 hours to get the new iphone, they want to be the first.
  • The tipping point (mass market success) lies between the Early Adapters and Early Majority at about 15-18%. Early majority will not try something before someone else have tried it first.

    When it comes to targeting sites for coverage and links we have tendency to THINK like Innovators and Early adopters but to get mass success we need to appeal to the early majority before achieving mass success. And to do that we need to focus on the core of the idea – WHY are we doing this. People don’t buy what you do BUT WHY you do it.
  • Narvik - national significance feeling of pride. Achieved army, monarchy and top broadcaster.
  • Narvik - national significance feeling of pride. Achieved army, monarchy and top broadcaster.
  • A group of scientists placed five monkeys in a cage, and in the middle, a ladder with bananas on top. Every time a monkey went up the ladder, the scientists soaked the rest of the monkeys with cold water. After a while, every time a monkey would start up the ladder, the others would pull it down and beat it up. After a time, no monkey would dare try climbing the ladder, no matter how great the temptation. The scientists then decided to replace one of the monkeys. The first thing this new monkey did was start to climb the ladder. Immediately, the others pulled him down and beat him up. After several beatings, the new monkey learned never to go up the ladder, even though there was no evident reason not to, aside from the beatings. The second monkey was substituted and the same occurred. The first monkey participated in the beating of the second monkey. A third monkey was changed and the same was repeated. The fourth monkey was changed, resulting in the same, before the fifth was finally replaced as well.
    What was left was a group of five monkeys that – without ever having received a cold shower – continued to beat up any monkey who attempted to climb the ladder.  

  • Creative Content Marketing - Why, not how! #SAScon

    1. 1. Creative Campaigns for SEO – why, not how! #SAScon @LisaDMyers
    2. 2. Have you ever thought: Why are some companies or people more successful than others?
    3. 3. Source: Simon Sinek
    4. 4. We make great campaigns. They’re creative, innovative, beautifully designed, and easy to use. Want to buy our services? “ ”
    5. 5. We want to be THE destination for digital pioneers. We believe in thinking differently and pushing the boundaries. The way we push the boundaries is by being brave, honest, inquisitive and accountable. We just happen to make great campaigns. Want to buy our services? “ ”
    6. 6. People don’t buy WHAT you do but WHY you do it!
    7. 7. Source: Simon Sinek
    8. 8. Facts and figures don’t drive behavior People buy WHY you do it! NOT what or HOW! What you do is just the proof.
    9. 9. Facts and figures don’t drive behavior People buy WHY you do it! NOT what or HOW! What you do is just the proof.
    10. 10. Facts and figures don’t drive behavior People buy WHY you do it! NOT what or HOW! What you do is just the proof.
    11. 11. The idea needs to be simple and compact enough to be sticky and meaningful enough to be different
    12. 12. 1.Does it support our vision and values? 2.Simple yet meaningful core idea 3.Easy to use, great design and execution. WHY HOW WHAT
    13. 13. Plans just don’t work in the battlefield
    14. 14. Narvik
    15. 15. Emotional investment through collaboration makes outreach more successful
    16. 16. Data and emotions are your friends
    17. 17.
    18. 18.
    19. 19. Nostalgia and history + technology = Sweet Spot
    20. 20. Historic London
    21. 21.
    22. 22. When your campaign is good enough to get TV coverage
    23. 23. How?
    24. 24. I won a bunch of awards before I was 35 “Best Newcomer”- B2B Marketing Awards “Best Use Of Technology” - Blackberry Woman & Technology “35 women under 35” High Achievers List - Management Today Search Personality of the Year - UK Search Awards I started my own SEO agency at 31 On my own. No business partners. I have grown the agency to become a successful and profitable 25+ people business. In the last 12 months the agency has won 9 awards
    25. 25. IQ? Upbringing ? Education? Luck? Money ?
    26. 26. I am dyslexic My grades at school were; “meh” I dropped out of university My family was bankrupt (twice!) when I grew up I had an alcoholic parent I had my first baby at 26 I started the agency in the height of the recession I had my second baby in the first year of my business Oh…. and my IQ is totally average
    27. 27. 100 people theory
    28. 28. HOW YOU THINK
    29. 29. Luke: “I can’t believe it” Yoda: “That is why you fail
    30. 30. How? Why!
    31. 31. Passion Determination Belief
    32. 32. change the way you look at things the things you look at change if you Wayne Dyer
    33. 33. Do not take on or inherit behaviors that you do not understand or want. YOU are NOT a monkey!
    34. 34. It’s not who you are that holds you back, it’s who you think you are. – David Brinkley
    35. 35. Thank You! Lisa@vervesearch.c om @LisaDMyers @VerveSearch