1.
Disruptions
all around

2.
Decided to go back to the classics -
1890’s

3.
@wilreynolds

4.
@wilreynolds
The best ads, ask no one to buy, but they
are based on the knowledge of human
nature, writers know how people are led
to buy.

5.
Belief
Understanding how people
make decisions is a skill that is
Undisruptable

6.
That is a…
greater
skill
Than understanding
how Google works

7.
Apply how Google works to my
understanding
of how people work

8.
The Best Marketers Understand
People’s Needs…

9.
Since when is it
disruptive
to solve a
customer problem?
smelly car
Hungry
annoyed
Can’t communicate

10.
HOW DO YOU HANDLE DISRUPTION
HTTP://BIT.LY/DEATH10LINKS

11.
How do you feel about these two bands?

12.
Competitors, Lie in wait

13.
Competitors, Lie in wait

14.
Competitors, Lie in wait
Sink these into YOU!

15.
Turn you into THIS!!

16.
Let’s Disrupt OURSELVES
before someone else does…
https://www.flickr.com/photos/amanky/

17.
Loyalty is (mostly)
UNDISRUPTABLE

18.
Smart Companies…
Disrupt Themselves
Avoid rented platforms
Apple Music
Google Now
Facebook (Instagram)
Amazon Prime + Echo

19.
Smart Marketers…
Disrupt Themselves
Avoid rented platforms
Apple Music
Google Now
Facebook (Instagram)
Amazon Prime + Echo

20.
A 2010 SEO strategy won’t work in 2015
Have you changed? 10x?

21.
Don’t become marketing’s carcass
Prioritizing Channel
over
Audience Problems?

22.
Marketing
AMPLIFIES
Doesn’t
Fix!!

23.
Picnic Pants

24.
UX Fail!

25.
Marketing
that doesn’t focus on people is
getting old

26.
Connect Tactics
to
People’s Needs
to
Business Outcomes

27.
Digitally, Needs are
Met with Content
and often starts with
a little box…

28.
Choice is yours

29.
BE A CONTENT HERO

30.
Who needs external batteries

31.
SEO First Step – Go Here

32.
Who Needs
External Batteries
VS.
Who Searched for
External Batteries

33.
Who Needs
External Batteries
AND
Who Searched for
External Batteries

34.
How do we get there?

35.
STEP 1: RAISE YOUR FLAG

36.
STEP 2: GET LOUD

37.
Think…
Different

38.
WE COULD BE
THE PEOPLE WHO
HELP PEOPLE
FIND SOLUTIONS

39.
MAIDS
LOST
WEIGHT
WHEN TOLD
THAT THEIR
DAY TO DAY IS
EXERCISE

40.
WE
ARE
THE PEOPLE WHO
HELP PEOPLE WHO ARE LOST
FIND ANSWERS

41.
Deflect Disruptions
by focusing
on your customers
Needs & Aspirations
https://www.flickr.com/photos/benny4bs/

42.
CHANNEL FIRST = RUNNING DRY

43.
Winning At Search
Losing At People

44.
EXAMPLES

45.
6 year head start
Competitor launched
18 months BEAT

46.
ONE FOCUSED HERE

47.
GOT IT!!

48.
ONE
FOCUSED
HERE

49.
ON THE
FEELING
OF
RELAXATION
ADVENTURE
NEW THINGS

50.
Who is going to rank better in 2018
AND
Have a stronger brand?

51.
LET’S TAKE A LOOK BACK

52.
Get a disproportional amount of media
coverage
Drive brand awareness by being part of
the cultural conversation
Through Social & Media engagement
drive a better SEO footprint to drive
bookings in Berlin

53.
Get a disproportional amount of media
coverage (200 media hits)
Drive brand awareness by being part of
the cultural conversation (2.2% of convo)
Through Social & Media engagement
drive a better SEO footprint to drive
bookings in Berlin (???)

54.
2+ Million

55.
Once
Algo’s
Get
This
VRBO?

56.
It’s 1900, You are hired…

57.
Choice is yours

58.
“Tail” of two airlines

59.
Shorter Virgin Video

60.
What CHOICES did each company make?
BOTH had to produce the
SAME “content”…

61.
Reality:
Travel feels like this

62.
Insert Smimsek slide
People want to see ME & hear what I
have to say before takeoff

63.
Let’s do something FUN, that makes
people want to dance before takeoff

64.
Let’s do something FUN, that makes peop
want to dance before takeoff

65.
Brand we admire
Go the extra mile for customers
Disrupt

66.
Another Industry Making a
Comeback…

67.
TELEVISION
=
DISRUPTED

68.
TV is Rising

69.
Stay paranoid

70.
THE DANGERS
OF LIFE
ARE INFINITE
& AMONG
THEM IS
SAFETY

71.
Now, THIS!!!

72.
Dollar Shave Club video
Dollar
Shave
Club

73.
Every touchpoint
reinforces the message

74.
Bill Boards

75.
Mailchimp

76.
Mailchimp

77.
Old Media, still ain’t getting it…

78.
Old Media Ain’t Getting’ It

79.
New Media,
Didn’t we already go through this…

80.
Didn’t we already go through this…

81.
These
Pop-ups
Won’t
Go
Away

82.
Might as
Well
Scroll
Sideways

83.
Got the product and audience right then
poured fuel on the fire with TV.
(Trust + Reach)

84.
BE READY AT ANY
MOMENT TO GIVE
UP WHAT YOU
ARE
FOR WHAT YOU
MIGHT BECOME.

85.
1900

86.
@wilreynolds
Use Content
To Sell More
TIRES

87.
@wilreynolds
No Pinterest
No Facebook
No E-mail
NO GOOGLE!

88.
@wilreynolds
Content Marketing since

89.
@wilreynolds https://www.flickr.com/photos/anacronicos
Get him to
DRIVE
MORE

90.
@wilreynolds https://www.flickr.com/photos/125261545@N03/
Worn Tires

91.
@wilreynolds https://www.flickr.com/photos/125261545@N03/
More miles is more
MONEY!!

92.
Understand the Need
(explore, new to talk about)
Apply to the Business
(sell tires)

93.
Average content can LOWER
Brand Perception
Trust
Loyalty

94.
Trust is hard to disrupt

95.
Pacemakers

96.
Is your content building
Trust &
Loyalty
momentum

97.
My Journey

98.
I’m here

99.
Didn’t do this

100.
Or this

101.
No Genie In a Bottle

102.
So wait, Wil, are you saying people make
decisions on
beliefs
reputation
trust

103.
So if you only focus on what people type
into boxes…
YOU ARE GOING TO BE DISRUPTED!!

104.
RE:DEFINE
SEO

105.
Not Tracked
To Specific
ROI
20%

106.
STAY PARANOID

107.
Pinterest is a
Database
of your
Aspirations

108.
bit.ly/seerpinterestguide

109.
0 links
0 outreach
Ranks well, evergreen
HELPS PEOPLE
Delights

110.
Delights people, builds traffic, brand
for ever ever, for ever ever

111.
Lesson:
The best marketing is rarely created by
only ONE discipline

112.
Missed the direct searcher
Missed the social audience
Missing traffic for ever ever, for ever ever

113.
Missing an OPPPORTUNITY to help
people find their dogs, for ever ever!

114.
When the old & new
combine!

115.
How do I get started?
Take the piece of content your
customers love most, and spend < $1,000
promoting it via audience targeting.
I Spent 4 weeks & $850, forever changed
how I will do marketing.

116.
Relevant
Took someone time
Looked Good

117.
Reduce the
Abstract

118.
You Got A Chance
Make People feel Great
or
Make People feel Manipulated

119.
Which group is
Google
seeking to disrupt?

120.
Which side
are
you
on?