Winning the Zero Moment of Truth is the only organic search strategy that exists in 2014. The accepted advertising model of Stimulus to Shelf – you buying an ad to a customer buying your product – now relies on pay-per-click advertising…unless you do the work in between. If you want to ignore the Zero Moment of Truth – the research phase of the journey to purchase – you need the Cheat Sheet that Adwords provides. But users will research, and your competitors are undercutting you. This talk explores how content strategy is not only essential to rank naturally, but will increase conversions from paid search too.