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2016 Searchlove Frameworks for Content Success

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How do you "consistently" get your team to do #RCS, building real solutions w/ content for REAL people. Frameworks help people to know what to do next, and surprisingly, even the most creative of us want that.

Published in: Business
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2016 Searchlove Frameworks for Content Success

  1. 1. Genius is 1% Inspiration 99% Perspiration
  2. 2. #1 SPOT = NOT what It used to be DO EPIC SHIT!
  3. 3. RCS IN E-COM, RIGHT UNDER YOUR NOSE
  4. 4. RCS in B2B
  5. 5. Give it all away
  6. 6. http://bit.ly/wil-hyper
  7. 7. WHERE I SEE SEARCH GOING
  8. 8. How to start a cleaningbusiness
  9. 9. How to start a Food Truck business
  10. 10. OMG! Its Local
  11. 11. Intent, about PEOPLE!!
  12. 12. Network!
  13. 13. And Then
  14. 14. Reality sets in
  15. 15. Wil, that happens @ Seer! We’re inconsistent
  16. 16. Yeah, umm What?
  17. 17. PUMP THE BRAKES!
  18. 18. We Must Scale It!
  19. 19. Build a Bridge from Inspiration to Perspiration
  20. 20. You can’t forceclients to do RCS You must CONVINCEclients to do RCS
  21. 21. You can’t inspire your team to do RCS You must make it easy for your team to do RCS
  22. 22. Later! I’m taking a year off
  23. 23. Well that sucks!
  24. 24. Confused
  25. 25. Frame…. Work
  26. 26. Needed Weights
  27. 27. Needed Definition
  28. 28. Do this in other areas @ Seer
  29. 29. INNER @mackfogelson
  30. 30. http://bit.ly/wil-mack-framework
  31. 31. http://bit.ly/wil-ice-score
  32. 32. The art of asking great questions
  33. 33. 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?
  34. 34. Have you prepared a "High / Low / Expected" range of outcomes?
  35. 35. Ask Better Questions http://bit.ly/wil-questions
  36. 36. Some adoption but Seer was more like DD than Starbucks
  37. 37. Frame…. Work
  38. 38. Current State Case for Change The Ask The Goal (various scenarios) Contribution to Goal
  39. 39. Waited…
  40. 40. Inconsistent
  41. 41. Peek’d at PPC
  42. 42. How many DOLLAR SIGNS are in MYreports?
  43. 43. BIG PIVOT
  44. 44. Connect our work to solving problems and solving problems to business value
  45. 45. Frame…. Work
  46. 46. Every idea through the ringer
  47. 47. CONSISTENCY!
  48. 48. bit.ly/seer-content-pitch
  49. 49. @ethanlyon @ scotaft @adammelson @ samanthafwanner @mmstll @teresa_a_lopez

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