2016 Searchlove Frameworks for Content Success

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This document discusses various topics around business, marketing, and technology including inspiration versus perspiration, search engine optimization, e-commerce, building a business framework, asking better questions, and consistency. It emphasizes scaling ideas through hard work and convincing clients through solving their problems and connecting work to business value.

Business

Genius is
1% Inspiration
99% Perspiration

#1 SPOT = NOT what It used to be
DO
EPIC
SHIT!

Wil, that happens @ Seer! We’re
inconsistent

Build a Bridge from
Inspiration to Perspiration

You can’t forceclients to do RCS
You must CONVINCEclients to do RCS

You can’t inspire your team to do RCS
You must make it easy for your team to do RCS

Have you prepared a
"High / Low / Expected" range of outcomes?

Ask Better Questions
http://bit.ly/wil-questions

Some adoption
but Seer was more like DD than Starbucks

Current State
Case for Change
The Ask
The Goal (various scenarios)
Contribution to Goal

Connect our work to solving problems
and solving problems to business value

@ethanlyon
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You can't compete with Amazon, Zalando, and the biggest ecommerce websites on price, delivery and return terms, large selection, usability, etc. Because of that, some people might consider this a lost game! What else can you compete at? I've done hundreds of user tests and customer interviews on ecommerce websites the last year. I've told users they need e.g. new shoes, a new washing machine, a new computer, new bedding, new toys for their kids etc. and started them at Google. Most of the times, they don't end up buying at the biggest ecommerce websites. They end up buying at smaller niche ecommerce sites. Why? Because these sites truly understand their visitors, and they understand how to motivate them to make a buying decision. In my presentation at Elite Camp I'll reveal how to beat these big websites by understanding how to motivate and upgrade your visitors and by competing on parameters where the big ones suck!

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2016 Searchlove Frameworks for Content Success

1. Genius is 1% Inspiration 99% Perspiration

2. #1 SPOT = NOT what It used to be DO EPIC SHIT!

3. RCS IN E-COM, RIGHT UNDER YOUR NOSE

10. RCS in B2B

11. Give it all away

12. http://bit.ly/wil-hyper

13. WHERE I SEE SEARCH GOING

14.

15. How to start a cleaningbusiness

16.

17. How to start a Food Truck business

18.

19. OMG! Its Local

20.

21.

22.

23. Intent, about PEOPLE!!

24. Network!

25. And Then

26. Reality sets in

27.

28. Wil, that happens @ Seer! We’re inconsistent

29. Yeah, umm What?

30. PUMP THE BRAKES!

31.

32. We Must Scale It!

33. Build a Bridge from Inspiration to Perspiration

34. You can’t forceclients to do RCS You must CONVINCEclients to do RCS

35. You can’t inspire your team to do RCS You must make it easy for your team to do RCS

36.

37. Later! I’m taking a year off

38. Well that sucks!

39. Confused

40. Frame…. Work

41. Needed Weights

42.

43.

44.

45. Needed Definition

46.

47. Do this in other areas @ Seer

48. INNER @mackfogelson

49. http://bit.ly/wil-mack-framework

50.

51. http://bit.ly/wil-ice-score

52. The art of asking great questions

53. 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?

54. Have you prepared a "High / Low / Expected" range of outcomes?

55. Ask Better Questions http://bit.ly/wil-questions

56. Some adoption but Seer was more like DD than Starbucks

57. Frame…. Work

58.

59. Current State Case for Change The Ask The Goal (various scenarios) Contribution to Goal

60. Waited…

61.

62.

63.

64.

65. Inconsistent

66. Peek’d at PPC

67.

68.

69.

70.

71.

72. How many DOLLAR SIGNS are in MYreports?

73.

74. BIG PIVOT

75.

76.

77.

78.

79.

80.

81.

82. Connect our work to solving problems and solving problems to business value

83. Frame…. Work

84.

85.

86.

87.

88.

89.

90. Every idea through the ringer

91. CONSISTENCY!

92. bit.ly/seer-content-pitch

93. @ethanlyon @ scotaft @adammelson @ samanthafwanner @mmstll @teresa_a_lopez

Editor's Notes

http://toolbox.hyperisland.com/
http://toolbox.hyperisland.com/
Flat tire is a local search So Is SEO company
Ethan Pic
Hurts!
Channel my inner ethan, if it doesn’t scale don’t do it.
Wait, THINK!!!! I could do this for other areas of Seer
Mack Fogelson
http://www.slideshare.net/mackfogelson/establishing-focused-marketing-goals-wistiafest-2015
Mack Fogelson
Sean ellis

2016 Searchlove Frameworks for Content Success

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