2015 MnSearch Summit - Wil Reynolds - The Problem with the ROI of Content
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2015 MnSearch Summit - Wil Reynolds - The Problem with the ROI of Content
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At the 2015 MnSearch Summit, Wil Reynolds delivered a great presentation titled "The Problem with the ROI of Content".
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2015 MnSearch Summit - Wil Reynolds - The Problem with the ROI of Content
- 2. “If someone took your content from the web Would anyone miss it?” -Ann Handley
- 5. How Did That Happen?
- 6. Started with a hunting trip
- 8. How does that sell this?
- 10. Great content wins hearts & minds
- 12. & cash
- 13. Paid
- 16. MARKETERS FLOCKED TO PAID
- 18. YOU JUST GOT TRICKED!
- 20. FACEBOOK IS A PAID PLATFORM
- 21. Get your bank account ready
- 22. Great content requires great Vision Talent Visibility Data Investment (Money)
- 26. Wait?!! My old content is my highest performing content?
- 29. Go biggeror…
- 32. 1 piece of content, 11 people, 175-300 ish hours, $1,000 dollars
- 33. Learnings: Retargeting Outreach Retargeting w. Updates (2 years) Retargeting w. Scroll depth Retargeting w. Video Views Custom audiences who have shared similar assets and got them to move
- 36. Value, subsequent content gets easier
- 37. Commit to doing less content, reap the later organic benefits
- 38. Would you pay to create content like this?
- 40. Scales,yup Helps people,eh Share with friends…
- 42. What do you think the users signals look like?
- 46. CYCLICAL CONTENT
- 47. What content do you build that is worth doing every year?
- 48. Campaigns vs DNA
- 49. NOT A CAMPAIGN
- 50. NOT A CAMPAIGNIN THEIR DNA
- 51. DEFSENSIBLE
- 52. DEFSENSIBLE
- 53. DEFSENSIBLE
- 54. DEFSENSIBLE
- 55. DEFSENSIBLE
- 59. IS IT IN YOUR DNA TO…
- 60. GO THE EXTRA MILE?
- 61. You’ll pay to promote great content
- 71. PPC DOESN’T WORK
- 72. Saving wasted spend in PPC is how we can Get budget to do awesome content and pay for traffic to it.
- 74. Take care of the user
- 75. Take care of the user
- 76. Take care of the user
- 77. Take care of the user
- 78. LOYALTY > LINKS
- 79. @wilreynolds ROI of a loyal ARMY? http://www.flickr.com/photos/bayat/
- 81. @wilreynolds 20% of our budget is NOT tied to ROI
- 84. @wilreynolds What’s the ROI of your mom??
- 85. @wilreynolds ROI of “felt special”
- 86. @wilreynolds ROI of “felt special”
- 87. @wilreynolds What’s the ROI of your mom??
- 88. @wilreynolds ROI of “felt special”
- 89. @wilreynolds
- 90. @wilreynolds ROI of “felt special”
- 91. Every time you need to build content you have a choice…
- 92. “You can get with this Or you can get with That
- 93. “Tail” of two pieces of content
- 96. Which business has the most faith in marketing?
- 97. Every Query is an OPPORTUNITY
- 99. Show up for the photo op This!!!!!!!!
- 100. Getting turtles to the beach That
- 105. Or Piss people off Your Content
- 106. Long term effect?
- 107. Long term effect?
- 108. Long term effect?
- 114. Grow your branded content!!
- 121. Wish the world was like this (it is)
- 122. Afraid the world is like this (it is NOT)
- 129. Missed Opportunity, retargeting for 2015
- 130. Not paying for views/conversions Paying for an army
- 132. @wilreynolds
- 135. @wilreynolds
- 139. Produce content worth re-using re-membering, re-searching, & re-discovering
- 140. 1 Question: If your content was removed from the web, would anyone miss it?
- 141. Isn’t it time we change that