Inspired by the conference you just attended? You learned all about content, and SEO, and PPC? What do you do with all that inspiration? That notebook ends up in the drawer, that evernote file never gets shared with the team, and goes to the digital wasteland. This presentation shares the early steps of my journey to improve consistency in how we deliver ideas to clients.

1. Genius is
1% Inspiration
99% Perspiration

2. #1 SPOT = NOT what It used to be
DO
EPIC
SH*T!

3. Scale it,
we must

4. Dedicated this year to showing how to
Build a Bridge from
Inspiration to Implementation

5. Conferences, source of
inspiration…goes to waste!

7. OOH Shiny, Must DO!

8. Take notes

9. Network!

10. Reality
sets in

11. Reality
sets in

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

14. Yeah,
umm
What?

15. Consistent Taste
Varied Experience

18. You can’t force clients to do RCS
Your team won’t do it immediately either

20. Later!
I’m taking
a year off

21. Well that
sucks!

22. Frameworks or I’d die

24. Where do
I
Go?

26. Needed
Definition

27. Needed Weights

30. @mackfogelson

35. @tgwilson

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

38. 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?
Get your ROI/ Benefit / Outcome Calculations reviewed by
someone responsible for revenue in some organization.
Have you listed your assumptions that underpin your
outcomes?
Is this consistent w/ their brand?

39. Use their frameworks
http://bit.ly/curatedframeworks

40. SEO’S
GOING BROKE

41. WHAT DOESN’T CONNECT TO REVENUE DOESN’T GET FUNDED

42. SEO “Success” Metrics
are blurry

43. Your Job, bring clarity to REVENUE
Better at Estimating

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

45. Share your assumptions, ask for challenges EARLY!

46. Review all clients in a vertical
to get your best, worse, most likely scenario.

47. What’s this LOOOOK LIKE?

50. 95% 75% 65%

52. Lets look back at those slides for
things EVERY exec cares about

56. That’s why for every
10-15 dollars spent
on PPC, SEO gets
$1 - ~.50 cents.

57. WHAT DOESN’T CONNECT TO REVENUE DOESN’T GET FUNDED

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

60. BIG PIVOT

61. Same Tactics, New Narrative

62. OK, What’s this LOOOOK LIKE?

67. Inconsistency in RCS

68. Change how we talk
Current State
Case for Change
The Ask
The Goal (various scenarios)
Contribution to Goal

73. Scale it
Build
Frameworks

74. Be THIS! Be Predictable!

75. My First attempt at doing this in the ideation phase

80. bit.ly/wil-content-framework

81. @ethanlyon
@scott
@adam
@sam wanner
@mmstll
@teresa_a_lopez