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It Ain’t Over Till The Cat Lady Sings: Content Beyond Kittens & Other Search Strategies -- Homes.com

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The web hasn’t quite moved past dancing dogs and piano playing pets, but your content strategy has to! With quality being a consistent manta of recent Google algorithm updates, and “micro-moments” being big G’s latest battle cry, how can search marketers move beyond traditional content strategies and engage their prospects and customers with content that connects, brands & inspires? Check out this C3 presentation by Grant Simmons, VP of Search Marketing & Consumer Engagement at Homes.com. He covers real world examples of content strategies that connect with consumer triggers and ‘tickle’ prospects into buying behavior and brand consideration. Note: No cats were harmed during the building of this presentation.

Presentation by:
Grant Simmons, VP of Search Marketing & Consumer Engagement, Homes.com

This presentation was given at the 2015 Conductor C3 marketing conference. Learn more: http://c3.conductor.com/

Published in: Marketing
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It Ain’t Over Till The Cat Lady Sings: Content Beyond Kittens & Other Search Strategies -- Homes.com

  1. 1. N E W Y O R K C I T Y | O C T O B E R 2 8 - 2 9 , 2 0 1 5 C3 2015 BREAKOUT SESSION IT AIN'T OVER TILL THE CAT LADY SINGS CONTENT-BEYOND-KITTENS & OTHER SEARCH STRATEGIES VP of Search Marketing & Consumer Engagement Grant Simmons
  2. 2. N E W Y O R K C I T Y | O C T O B E R 2 8 - 2 9 , 2 0 1 5 C3 2015 BREAKOUT SESSION IT AIN'T OVER TILL THE CAT LADY SINGS CONTENT-BEYOND-KITTENS & OTHER SEARCH STRATEGIES VP of Search Marketing & Consumer Engagement Grant Simmons
  3. 3. N E W Y O R K C I T Y | O C T O B E R 2 8 - 2 9 , 2 0 1 5 C3 2015 BREAKOUT SESSION VP of Search Marketing & Consumer Engagement Grant Simmons • Real Estate Portal (ahem… we’re not Zillow) • 20M+ Visits / Month • Private company • Norfolk, VA HOMES.COM
  4. 4. #C3NY Tweet this session!
  5. 5. #C3NY Tweet this session! #C3NY@simmonet
  6. 6. #C3NY 1. Dancing Dogs & Piano-Playing Pets 2. The Cat Lady Content Conundrum 3. Quality Through the Eyes of Big G 4. Micro Moments, Macro Moments, & Moments In-Between 5. Triggers - the Terrible Twos 6. Tickling Stomachs & Minds 7. Emptying the Litter Bin 8. A “Beyond Kittens” Strategy PRESENTATION AGENDA @simmonet
  7. 7. #C3NY Okay… Let’s Go! @simmonet
  8. 8. #C3NY Dancing Dogs & Piano-Playing Pets @simmonet
  9. 9. #C3NY DANCING DOGS & PIANO-PLAYING PETS @simmonet How many people watch them?
  10. 10. #C3NY Admit it! You watch them! DANCING DOGS & PIANO-PLAYING PETS @simmonet
  11. 11. #C3NY
  12. 12. #C3NY Admit it! You liked that! DANCING DOGS & PIANO-PLAYING PETS @simmonet
  13. 13. #C3NY Admit it! You liked that! DANCING DOGS & PIANO-PLAYING PETS @simmonet
  14. 14. #C3NY Admit it! You liked that! DANCING DOGS & PIANO-PLAYING PETS You liked that too! @simmonet
  15. 15. #C3NY Great. But for search not so much. DANCING DOGS & PIANO-PLAYING PETS @simmonet
  16. 16. #C3NY DANCING DOGS & PIANO-PLAYING PETS Great. But for search not so much. It’s a rare business model. @simmonet
  17. 17. #C3NY DANCING DOGS & PIANO-PLAYING PETS Great. But for search not so much. It’s a rare business model. And it’s for the dogs  @simmonet
  18. 18. #C3NY Enough About Dogs @simmonet
  19. 19. #C3NY The Cat Lady Content Conundrum @simmonet
  20. 20. #C3NY CONTENT TO SOME CONTENT MARKETERS IS LIKE... @simmonet
  21. 21. #C3NY …CATS TO A CAT LADY @simmonet
  22. 22. #C3NY …CATS TO A CAT LADY i.e. YOU CAN NEVER HAVE ENOUGH @simmonet
  23. 23. #C3NY THE CAT LADY CONTENT CONUNDRUM More Better @simmonet
  24. 24. #C3NY (unless you want to fill a litter box) MORE IS NOT BETTER
  25. 25. #C3NY (unless you want to fill a litter box) UNLESS… MORE IS NOT BETTER
  26. 26. #C3NY
  27. 27. #C3NY http://unop.me/crap
  28. 28. #C3NY THE CAT LADY CONTENT CONUNDRUM More Better @simmonet
  29. 29. #C3NY THE CAT LADY CONTENT CONUNDRUM More Better Quality is Better @simmonet
  30. 30. #C3NY Quality Through the Eyes of Big G @simmonet
  31. 31. #C3NY @simmonet QUALITY THROUGH THE EYES OF BIG G
  32. 32. @simmonet
  33. 33. It’s about (better) user experience
  34. 34. #C3NY QUALITY THROUGH THE EYES OF BIG G @simmonet
  35. 35. #C3NY QUALITY THROUGH THE EYES OF BIG G Panda-ry stuff: 1. redundant content 2. thin content 3. self-starting videos 4. banner ads 5. 404 errors @simmonet
  36. 36. #C3NY QUALITY THROUGH THE EYES OF BIG G Panda-ry stuff: 1. redundant content 2. thin content 3. self-starting videos 4. banner ads 5. 404 errors @simmonet
  37. 37. #C3NY QUALITY THROUGH THE EYES OF BIG G @simmonet
  38. 38. #C3NY QUALITY THROUGH THE EYES OF BIG G Penguin-y stuff: (still a big factor) 1. relevance 2. value 3. naturalness 4. anchor text @simmonet
  39. 39. #C3NY QUALITY THROUGH THE EYES OF BIG G Penguin-y stuff: (still a big factor) 1. relevance 2. value 3. naturalness 4. anchor text @simmonet
  40. 40. #C3NY Positives too! QUALITY THROUGH THE EYES OF BIG G
  41. 41. #C3NY Positives too! 1.Quality content 2.Page layout 3.SERP interaction 4.Site engagement 5.Social signals (discovery) 6.Links / Citations QUALITY THROUGH THE EYES OF BIG G
  42. 42. #C3NY Google’s User View (hint: mobile. mobile. mobile.) @simmonet
  43. 43. #C3NY http://wtfmobileweb.com/
  44. 44. @simmonet
  45. 45. #C3NY Why Google? @simmonet
  46. 46. Still 65% of US Searches
  47. 47. #C3NY Micro, Macro, & In-Between Moments @simmonet
  48. 48. #C3NY MICRO, MACRO, & IN-BETWEEN MOMENTS 4 Moments of Google @simmonet
  49. 49. #C3NY MICRO, MACRO, & IN-BETWEEN MOMENTS
  50. 50. #C3NY MICRO, MACRO, & IN-BETWEEN MOMENTS #5: Google Wants More Marketing $$$ Google Moments @simmonet
  51. 51. #C3NY MICRO, MACRO, & IN-BETWEEN MOMENTS #5: Google Wants More Marketing $$$ Google Moments @simmonet
  52. 52. #C3NY Trigger Moments The Terrible Twos @simmonet
  53. 53. #C3NY MICRO, MACRO, & IN-BETWEEN MOMENTS
  54. 54. #C3NY MICRO, MACRO, & IN-BETWEEN MOMENTS “I Want” Moments
  55. 55. #C3NY TRIGGERS THE TERRIBLE TWOS “I Want” Searches Triggered By “I Need” Moments @simmonet
  56. 56. #C3NY Triggered Moments = Searches @simmonet
  57. 57. My car broke down
  58. 58. I ran out of donuts
  59. 59. My boss ‘asked’ me to stay late
  60. 60. I got invited to an ABBA tribute
  61. 61. #C3NY Trigger Content @simmonet
  62. 62. #C3NY Trigger Content Answers Questions @simmonet
  63. 63. #C3NY 1. Resource – Online – Downloadable 2. Altruistic – Build trust – Social presence – Links HOMEBUYERS GUIDE @simmonet
  64. 64. #C3NY @simmonet 1. Resource – Online – Downloadable 2. Altruistic – Build trust – Social presence – Links HOMEBUYERS GUIDE Answering questions!
  65. 65. #C3NY LOCATION-BASED VIDEOS @simmonet
  66. 66. #C3NY @simmonet LOCATION-BASED VIDEOS Answering questions!
  67. 67. #C3NY AWESOME LOCATION INFOGRAPHICS @simmonet
  68. 68. #C3NY @simmonet AWESOME LOCATION INFOGRAPHICS Answering questions!
  69. 69. #C3NY *LOTS* OF “HOW TO” STUFF @simmonet
  70. 70. #C3NY @simmonet *LOTS* OF “HOW TO” STUFF Answering questions!
  71. 71. #C3NY Site Surveys @simmonet
  72. 72. #C3NY • Starbucks • Beach • Yoga • Yogurt • Dogs WHY DID YOU MOVE? @simmonet
  73. 73. #C3NY @simmonet • Starbucks • Beach • Yoga • Yogurt • Dogs • Alligators WHY DID YOU MOVE?
  74. 74. #C3NY Trigger content connects with existing searches @simmonet
  75. 75. #C3NY Intent to content (with an understanding of context) @simmonet
  76. 76. #C3NY Intent to content (with an understanding of context) WHY they’re searching @simmonet
  77. 77. #C3NY @simmonet And answers their questions!
  78. 78. #C3NY @simmonet Rank Brain
  79. 79. #C3NY @simmonet Rank Brain Understanding Questions
  80. 80. #C3NY @simmonet Rank Brain Understanding Questions Humans - What We’re Asking For
  81. 81. #C3NY @simmonet Rank Brain Understanding Questions Humans - What We’re Asking For
  82. 82. #C3NY @simmonet Irony
  83. 83. #C3NY Triggers aren’t everything @simmonet
  84. 84. #C3NY
  85. 85. #C3NY Yes. I was surprised too!
  86. 86. #C3NY TICKLING STOMACHS & MINDS Only Looks At ½ The Moments @simmonet
  87. 87. #C3NY TICKLING STOMACHS & MINDS Only Looks At ½ The Moments @simmonet
  88. 88. #C3NY There’s also Tickling @simmonet
  89. 89. #C3NY There’s also Tickling Stomachs & Minds @simmonet
  90. 90. #C3NY TICKLING STOMACHS & MINDS I Don’t Want Moments @simmonet
  91. 91. #C3NY TICKLING STOMACHS & MINDS “I Don’t Want” Moments @simmonet
  92. 92. #C3NY TICKLING STOMACHS & MINDS Passive Searching @simmonet
  93. 93. #C3NY TICKLING STOMACHS & MINDS Passive Searching How can you be there i.e. visible? @simmonet
  94. 94. #C3NY TICKLING STOMACHS & MINDS Passive Searching Goal. #1: Gain awareness into the consideration set
  95. 95. #C3NY TICKLING STOMACHS & MINDS Right Time Right Place @simmonet
  96. 96. #C3NY TICKLING STOMACHS & MINDS Passive Searching @simmonet
  97. 97. #C3NY TICKLING STOMACHS & MINDS Passive Searching How can you inspire a search? @simmonet
  98. 98. #C3NY TICKLING STOMACHS & MINDS Passive Searching Goals. #2 inspire searches
  99. 99. #C3NY TICKLING STOMACHS & MINDS Passive Searching Goals. #2 inspire searches #3 Be FOUND.
  100. 100. #C3NY TICKLING STOMACHS & MINDS Being FOUND.
  101. 101. #C3NY TICKLING STOMACHS & MINDS Being FOUND. Ahem. That’s called ‘Search Marketing’
  102. 102. #C3NY TICKLING STOMACHS & MINDS Passive Searching Goal. #2 inspire searches
  103. 103. #C3NY TICKLING STOMACHS & MINDS Inspire with emotional / physical tickles
  104. 104. #C3NY Prepare for Tickles @simmonet
  105. 105. Now I’m hungry
  106. 106. I WANT BACON!
  107. 107. I want a new home!
  108. 108. I want a kitten
  109. 109. I WANT A KITTEN!
  110. 110. GIMME A KITTEN NOW!
  111. 111. #C3NY Tickle Content @simmonet
  112. 112. • Game of Homes Homes.com/game-of-homes
  113. 113. #C3NY KIDS PLAYHOUSE VIDEOS
  114. 114. #C3NY KIDS PLAYHOUSE VIDEOS October 2015 > 200,000 views
  115. 115. #C3NY HOME DEPOT / DECORATORS PARTNERSHIP
  116. 116. #C3NY 1. Print / digital partnership 2. New audiences 3. Right audiences USA TODAY / MEDIA PLANET
  117. 117. #C3NY 1. IsHaunted.com 2. DVD promotion 3. PR with Fox 4. Audience 5. Awareness HAUNTED.HOMES
  118. 118. #C3NY 1. IsHaunted.com 2. DVD promotion 3. PR with Fox 4. Audience 5. Awareness HAUNTED.HOMES First 20 days > 60,000 page views
  119. 119. Cool!
  120. 120. #C3NY Now we have a million Tickle ideas! @simmonet
  121. 121. #C3NY Whoa!
  122. 122. #C3NY Whoa! Hold on there cowboy!
  123. 123. #C3NY EMPTYING THE LITTER BIN
  124. 124. #C3NY EMPTYING THE LITTER BIN We need to focus!
  125. 125. #C3NY EMPTYING THE LITTER BIN We need to focus! FOCUS!
  126. 126. #C3NY 1. Understand our audience 2. Research triggers / tickles 3. Execute 4. Measure 5. Focus on what works EMPTYING THE LITTER BIN @simmonet
  127. 127. #C3NY 1. Understand our audience 2. Research triggers / tickles 3. Execute 4. Measure 5. Focus on what works EMPTYING THE LITTER BIN @simmonet
  128. 128. #C3NY 1. Understand our audience 2. Research triggers / tickles 3. Execute 4. Measure 5. Focus on what works EMPTYING THE LITTER BIN (I love keywordtool.io)
  129. 129. #C3NY (I love keywordtool.io)
  130. 130. #C3NY 1. Understand our audience 2. Research triggers / tickles 3. Execute 4. Measure 5. Focus on what works EMPTYING THE LITTER BIN @simmonet
  131. 131. #C3NY EMPTYING THE LITTER BIN More Better Quality is Better @simmonet
  132. 132. #C3NY A “BEYOND KITTENS” STRATEGY
  133. 133. #C3NY • Understand what forces consumers into a buying need - triggers • Understand stimuli that will influence and inspire users into buying desire - tickles A “BEYOND KITTENS” STRATEGY - TOPICS
  134. 134. #C3NY Consumer behavior (connect with triggers) A “BEYOND KITTENS” STRATEGY
  135. 135. #C3NY Consumer behavior (connect with triggers) Desire activation (tickle into funnel) A “BEYOND KITTENS” STRATEGY
  136. 136. #C3NY Consumer behavior (connect with triggers) Desire activation (tickle into funnel) Test everything (fail fast / succeed faster) A “BEYOND KITTENS” STRATEGY
  137. 137. #C3NY Consumer behavior (connect with triggers) Desire activation (tickle into funnel) Test everything (fail fast / succeed faster) Stay focused (no sh*t to hit the fan) A “BEYOND KITTENS” STRATEGY
  138. 138. #C3NY Consumer behavior (connect with triggers) Desire activation (tickle into funnel) Test everything (fail fast / succeed faster) Stay focused (no sh*t to hit the fan) A “BEYOND KITTENS” STRATEGY
  139. 139. #C3NY “ Good content connects with behavior, great content inspires behavior ”
  140. 140. #C3NY “ Good content connects with behavior, great content inspires behavior ” #grantism
  141. 141. #C3NY Thank you C3! @simmonet
  142. 142. #C3NY 22+ years in marketing, digital dude & speaker of truths. Proud American with a funny accent, Dad, sailor, house trained. Grant Simmons Twitter: @simmonet Google+: +GrantSimmons Linkedin: /simmonet KING OF KITTENS, VP OF SEARCH.
  143. 143. #C3NY IF THAT’S YOUR BUSINESS, BE THE KING OF KITTENS @simmonet

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