The document emphasizes the importance of strategy over tactics, particularly highlighting the need for long-term planning that fosters innovation and user experience. It discusses content opportunities and areas of improvement for eBay Inc., including creating unique content and enhancing internal linking. The document also critiques current execution speed and encourages setting clear goals to continually improve performance.

1. no more tactics! just strategy
with execution

4. No More Tactics

5. Planning
Scalable
Why
Difficult to
copy
Long Time
Frame
Strategy
Doing
Within
Reach
How
Easy to
Copy
Short Time
Frame
Tactics

6. BY @tomfishburne

7. BLOG NETWORKS
Still thinking
about tactics!

8. CONTENT WITHOUT PURPOSE

9. DISREGARD FOR USERS

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What is Strategy? Isn't that just
talking?
It is cultural
It is long term
It is good for the internet
Some level of innovation

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eBay Inc. confidential
Content Summary
• Content Opportunities
– Lacking in product and informational pages
– Amplifies SEO by providing a great users experience
• Areas of Improvement
– Concept: Unique Content, Reduce Duplicate Content. Internal Linking
– Vertical: Placement and Page Volume
– Guides: Placement and Page Volume, Correct Title, Internal Links
1
Product Content Vertical Content Buying Guides
Units 100k – 1mm pages 5k – 250k 1000 – 10k
Unit Cost 10 – 15/unit 20 – 25/unit 100-500/unit
Total 1mm – 15mm 100k – 6.5mm 100k-5mm
BU Head Count 1 unit .5 unit .5 unit
PM/PD Count 1 unit Various 1 unit
Testing Plan Q1 1k-5k test on high inventory
PDPs
Motors, Tickets and
Fashion PFP
Rewrite the 350 current
guides (Outdated)

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Execution, we are too slow!
Clear goals
Connect to Strategy
Measure what is important
Never be satisfied
Repeat and make better

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19. Results
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20. Start without SEO

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23. Transition from Social to Search

24. Questions