2015 MnSearch Summit - Wil Reynolds - The Problem with the ROI of Content
Content, Your Brand, and the Battle for Customers By Wil Reynolds
-
Upload
search-marketing-expo-smx -
Category
Marketing
-
view
837 -
download
2
Transcript of Content, Your Brand, and the Battle for Customers By Wil Reynolds
![Page 1: Content, Your Brand, and the Battle for Customers By Wil Reynolds](https://reader033.fdocuments.in/reader033/viewer/2022051708/588145a81a28abf65a8b6fe5/html5/thumbnails/1.jpg)
#SMX @Wilreynolds
A new lens for SEO
Content Your Brand
& The Battle for Customers
![Page 2: Content, Your Brand, and the Battle for Customers By Wil Reynolds](https://reader033.fdocuments.in/reader033/viewer/2022051708/588145a81a28abf65a8b6fe5/html5/thumbnails/2.jpg)
#SMX @Wilreynolds
![Page 3: Content, Your Brand, and the Battle for Customers By Wil Reynolds](https://reader033.fdocuments.in/reader033/viewer/2022051708/588145a81a28abf65a8b6fe5/html5/thumbnails/3.jpg)
#SMX @Wilreynolds © 2015 Seer Interactive • All Rights Reserved • Page ‹#›
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.
![Page 4: Content, Your Brand, and the Battle for Customers By Wil Reynolds](https://reader033.fdocuments.in/reader033/viewer/2022051708/588145a81a28abf65a8b6fe5/html5/thumbnails/4.jpg)
#SMX @Wilreynolds
Belief Understanding how people
make decisions is a skill that is Undisruptable
![Page 5: Content, Your Brand, and the Battle for Customers By Wil Reynolds](https://reader033.fdocuments.in/reader033/viewer/2022051708/588145a81a28abf65a8b6fe5/html5/thumbnails/5.jpg)
#SMX @Wilreynolds
That is a… greater
skill Than understanding how Google works
![Page 6: Content, Your Brand, and the Battle for Customers By Wil Reynolds](https://reader033.fdocuments.in/reader033/viewer/2022051708/588145a81a28abf65a8b6fe5/html5/thumbnails/6.jpg)
#SMX @Wilreynolds
The Best Marketers Understand People’s Needs…
![Page 7: Content, Your Brand, and the Battle for Customers By Wil Reynolds](https://reader033.fdocuments.in/reader033/viewer/2022051708/588145a81a28abf65a8b6fe5/html5/thumbnails/7.jpg)
#SMX @Wilreynolds
WELL, THIS SUCKS
![Page 8: Content, Your Brand, and the Battle for Customers By Wil Reynolds](https://reader033.fdocuments.in/reader033/viewer/2022051708/588145a81a28abf65a8b6fe5/html5/thumbnails/8.jpg)
#SMX @Wilreynolds Retail version of that?
![Page 9: Content, Your Brand, and the Battle for Customers By Wil Reynolds](https://reader033.fdocuments.in/reader033/viewer/2022051708/588145a81a28abf65a8b6fe5/html5/thumbnails/9.jpg)
#SMX @Wilreynolds Wanna talk Kindle vs Books?
![Page 10: Content, Your Brand, and the Battle for Customers By Wil Reynolds](https://reader033.fdocuments.in/reader033/viewer/2022051708/588145a81a28abf65a8b6fe5/html5/thumbnails/10.jpg)
#SMX @Wilreynolds
![Page 11: Content, Your Brand, and the Battle for Customers By Wil Reynolds](https://reader033.fdocuments.in/reader033/viewer/2022051708/588145a81a28abf65a8b6fe5/html5/thumbnails/11.jpg)
#SMX @Wilreynolds
Amazon Prime Conversion Rate %
![Page 12: Content, Your Brand, and the Battle for Customers By Wil Reynolds](https://reader033.fdocuments.in/reader033/viewer/2022051708/588145a81a28abf65a8b6fe5/html5/thumbnails/12.jpg)
#SMX @Wilreynolds © 2015 Seer Interactive • All Rights Reserved • Page ‹#›
Less than 1% of Prime members are likely to consider other mass-market retail sites — Walmart.com and Target.com, for example — during the same online session.
![Page 13: Content, Your Brand, and the Battle for Customers By Wil Reynolds](https://reader033.fdocuments.in/reader033/viewer/2022051708/588145a81a28abf65a8b6fe5/html5/thumbnails/13.jpg)
#SMX @Wilreynolds © 2015 Seer Interactive • All Rights Reserved • Page ‹#›
An Amazon shopper without a Prime membership is 8 times more likely than a Prime member to cross-shop between Amazon and Target.com in the same session.
![Page 14: Content, Your Brand, and the Battle for Customers By Wil Reynolds](https://reader033.fdocuments.in/reader033/viewer/2022051708/588145a81a28abf65a8b6fe5/html5/thumbnails/14.jpg)
#SMX @Wilreynolds
x
![Page 15: Content, Your Brand, and the Battle for Customers By Wil Reynolds](https://reader033.fdocuments.in/reader033/viewer/2022051708/588145a81a28abf65a8b6fe5/html5/thumbnails/15.jpg)
#SMX @Wilreynolds
Pacemakers
1900
![Page 16: Content, Your Brand, and the Battle for Customers By Wil Reynolds](https://reader033.fdocuments.in/reader033/viewer/2022051708/588145a81a28abf65a8b6fe5/html5/thumbnails/16.jpg)
#SMX @Wilreynolds Today
![Page 17: Content, Your Brand, and the Battle for Customers By Wil Reynolds](https://reader033.fdocuments.in/reader033/viewer/2022051708/588145a81a28abf65a8b6fe5/html5/thumbnails/17.jpg)
#SMX @Wilreynolds
Loyalty is (mostly) UNDISRUPTABLE
![Page 18: Content, Your Brand, and the Battle for Customers By Wil Reynolds](https://reader033.fdocuments.in/reader033/viewer/2022051708/588145a81a28abf65a8b6fe5/html5/thumbnails/18.jpg)
#SMX @Wilreynolds
![Page 19: Content, Your Brand, and the Battle for Customers By Wil Reynolds](https://reader033.fdocuments.in/reader033/viewer/2022051708/588145a81a28abf65a8b6fe5/html5/thumbnails/19.jpg)
#SMX @Wilreynolds
Marketing AMPLIFIES
Doesn’t
Fix!!
![Page 20: Content, Your Brand, and the Battle for Customers By Wil Reynolds](https://reader033.fdocuments.in/reader033/viewer/2022051708/588145a81a28abf65a8b6fe5/html5/thumbnails/20.jpg)
#SMX @Wilreynolds Picnic Pants
![Page 21: Content, Your Brand, and the Battle for Customers By Wil Reynolds](https://reader033.fdocuments.in/reader033/viewer/2022051708/588145a81a28abf65a8b6fe5/html5/thumbnails/21.jpg)
#SMX @Wilreynolds
Client: I need to improve sales SEO First Step – Go Here
![Page 22: Content, Your Brand, and the Battle for Customers By Wil Reynolds](https://reader033.fdocuments.in/reader033/viewer/2022051708/588145a81a28abf65a8b6fe5/html5/thumbnails/22.jpg)
#SMX @Wilreynolds
![Page 23: Content, Your Brand, and the Battle for Customers By Wil Reynolds](https://reader033.fdocuments.in/reader033/viewer/2022051708/588145a81a28abf65a8b6fe5/html5/thumbnails/23.jpg)
#SMX @Wilreynolds
Who Needs External Batteries
is NOT = Who Searched for External Batteries
![Page 24: Content, Your Brand, and the Battle for Customers By Wil Reynolds](https://reader033.fdocuments.in/reader033/viewer/2022051708/588145a81a28abf65a8b6fe5/html5/thumbnails/24.jpg)
#SMX @Wilreynolds
Where are you putting the
how before the who?
![Page 25: Content, Your Brand, and the Battle for Customers By Wil Reynolds](https://reader033.fdocuments.in/reader033/viewer/2022051708/588145a81a28abf65a8b6fe5/html5/thumbnails/25.jpg)
#SMX @Wilreynolds
Where are you putting the
algorithm before the people?
![Page 26: Content, Your Brand, and the Battle for Customers By Wil Reynolds](https://reader033.fdocuments.in/reader033/viewer/2022051708/588145a81a28abf65a8b6fe5/html5/thumbnails/26.jpg)
#SMX @Wilreynolds
![Page 27: Content, Your Brand, and the Battle for Customers By Wil Reynolds](https://reader033.fdocuments.in/reader033/viewer/2022051708/588145a81a28abf65a8b6fe5/html5/thumbnails/27.jpg)
#SMX @Wilreynolds
Where you make it harder for users To get answers, Google will disrupt you
![Page 28: Content, Your Brand, and the Battle for Customers By Wil Reynolds](https://reader033.fdocuments.in/reader033/viewer/2022051708/588145a81a28abf65a8b6fe5/html5/thumbnails/28.jpg)
#SMX @Wilreynolds
STAY PARANOID MY FRIENDS
![Page 29: Content, Your Brand, and the Battle for Customers By Wil Reynolds](https://reader033.fdocuments.in/reader033/viewer/2022051708/588145a81a28abf65a8b6fe5/html5/thumbnails/29.jpg)
#SMX @Wilreynolds
WE COULD BE THE GROUP WHO HELPS PEOPLE FIND SOLUTIONS
![Page 30: Content, Your Brand, and the Battle for Customers By Wil Reynolds](https://reader033.fdocuments.in/reader033/viewer/2022051708/588145a81a28abf65a8b6fe5/html5/thumbnails/30.jpg)
#SMX @Wilreynolds
MAIDS LOST
WEIGHT WHEN TOLD THAT THEIR
DAY TO DAY IS
EXERCISE
![Page 31: Content, Your Brand, and the Battle for Customers By Wil Reynolds](https://reader033.fdocuments.in/reader033/viewer/2022051708/588145a81a28abf65a8b6fe5/html5/thumbnails/31.jpg)
#SMX @Wilreynolds
Winning At Search Losing At People
![Page 32: Content, Your Brand, and the Battle for Customers By Wil Reynolds](https://reader033.fdocuments.in/reader033/viewer/2022051708/588145a81a28abf65a8b6fe5/html5/thumbnails/32.jpg)
#SMX @Wilreynolds
EXAMPLES
![Page 33: Content, Your Brand, and the Battle for Customers By Wil Reynolds](https://reader033.fdocuments.in/reader033/viewer/2022051708/588145a81a28abf65a8b6fe5/html5/thumbnails/33.jpg)
#SMX @Wilreynolds
ONE FOCUSED HERE
![Page 34: Content, Your Brand, and the Battle for Customers By Wil Reynolds](https://reader033.fdocuments.in/reader033/viewer/2022051708/588145a81a28abf65a8b6fe5/html5/thumbnails/34.jpg)
#SMX @Wilreynolds GOT IT!!
![Page 35: Content, Your Brand, and the Battle for Customers By Wil Reynolds](https://reader033.fdocuments.in/reader033/viewer/2022051708/588145a81a28abf65a8b6fe5/html5/thumbnails/35.jpg)
#SMX @Wilreynolds
ONE FOCUSED HERE
![Page 36: Content, Your Brand, and the Battle for Customers By Wil Reynolds](https://reader033.fdocuments.in/reader033/viewer/2022051708/588145a81a28abf65a8b6fe5/html5/thumbnails/36.jpg)
#SMX @Wilreynolds
ON THE FEELING OF RELAXATION ADVENTURE NEW THINGS
![Page 37: Content, Your Brand, and the Battle for Customers By Wil Reynolds](https://reader033.fdocuments.in/reader033/viewer/2022051708/588145a81a28abf65a8b6fe5/html5/thumbnails/37.jpg)
#SMX @Wilreynolds
![Page 38: Content, Your Brand, and the Battle for Customers By Wil Reynolds](https://reader033.fdocuments.in/reader033/viewer/2022051708/588145a81a28abf65a8b6fe5/html5/thumbnails/38.jpg)
#SMX @Wilreynolds
![Page 39: Content, Your Brand, and the Battle for Customers By Wil Reynolds](https://reader033.fdocuments.in/reader033/viewer/2022051708/588145a81a28abf65a8b6fe5/html5/thumbnails/39.jpg)
#SMX @Wilreynolds
![Page 40: Content, Your Brand, and the Battle for Customers By Wil Reynolds](https://reader033.fdocuments.in/reader033/viewer/2022051708/588145a81a28abf65a8b6fe5/html5/thumbnails/40.jpg)
#SMX @Wilreynolds
![Page 41: Content, Your Brand, and the Battle for Customers By Wil Reynolds](https://reader033.fdocuments.in/reader033/viewer/2022051708/588145a81a28abf65a8b6fe5/html5/thumbnails/41.jpg)
#SMX @Wilreynolds
![Page 42: Content, Your Brand, and the Battle for Customers By Wil Reynolds](https://reader033.fdocuments.in/reader033/viewer/2022051708/588145a81a28abf65a8b6fe5/html5/thumbnails/42.jpg)
#SMX @Wilreynolds
Once Algo’s Get This VRBO?
![Page 43: Content, Your Brand, and the Battle for Customers By Wil Reynolds](https://reader033.fdocuments.in/reader033/viewer/2022051708/588145a81a28abf65a8b6fe5/html5/thumbnails/43.jpg)
#SMX @Wilreynolds
![Page 44: Content, Your Brand, and the Battle for Customers By Wil Reynolds](https://reader033.fdocuments.in/reader033/viewer/2022051708/588145a81a28abf65a8b6fe5/html5/thumbnails/44.jpg)
#SMX @Wilreynolds
![Page 45: Content, Your Brand, and the Battle for Customers By Wil Reynolds](https://reader033.fdocuments.in/reader033/viewer/2022051708/588145a81a28abf65a8b6fe5/html5/thumbnails/45.jpg)
#SMX @Wilreynolds
![Page 46: Content, Your Brand, and the Battle for Customers By Wil Reynolds](https://reader033.fdocuments.in/reader033/viewer/2022051708/588145a81a28abf65a8b6fe5/html5/thumbnails/46.jpg)
#SMX @Wilreynolds
![Page 47: Content, Your Brand, and the Battle for Customers By Wil Reynolds](https://reader033.fdocuments.in/reader033/viewer/2022051708/588145a81a28abf65a8b6fe5/html5/thumbnails/47.jpg)
#SMX @Wilreynolds Producing Content people <3?
![Page 48: Content, Your Brand, and the Battle for Customers By Wil Reynolds](https://reader033.fdocuments.in/reader033/viewer/2022051708/588145a81a28abf65a8b6fe5/html5/thumbnails/48.jpg)
#SMX @Wilreynolds
![Page 49: Content, Your Brand, and the Battle for Customers By Wil Reynolds](https://reader033.fdocuments.in/reader033/viewer/2022051708/588145a81a28abf65a8b6fe5/html5/thumbnails/49.jpg)
#SMX @Wilreynolds
Shorter Virgin Video
![Page 50: Content, Your Brand, and the Battle for Customers By Wil Reynolds](https://reader033.fdocuments.in/reader033/viewer/2022051708/588145a81a28abf65a8b6fe5/html5/thumbnails/50.jpg)
#SMX @Wilreynolds
What CHOICES did each company make? BOTH had to produce the SAME “content”…
![Page 51: Content, Your Brand, and the Battle for Customers By Wil Reynolds](https://reader033.fdocuments.in/reader033/viewer/2022051708/588145a81a28abf65a8b6fe5/html5/thumbnails/51.jpg)
#SMX @Wilreynolds
Reality: Travel feels like this
![Page 52: Content, Your Brand, and the Battle for Customers By Wil Reynolds](https://reader033.fdocuments.in/reader033/viewer/2022051708/588145a81a28abf65a8b6fe5/html5/thumbnails/52.jpg)
#SMX @Wilreynolds
Insert Smimsek slide People want to see ME & hear what I have to say before takeoff
![Page 53: Content, Your Brand, and the Battle for Customers By Wil Reynolds](https://reader033.fdocuments.in/reader033/viewer/2022051708/588145a81a28abf65a8b6fe5/html5/thumbnails/53.jpg)
#SMX @Wilreynolds
Let’s do something FUN, that makes people want to dance before takeoff
![Page 54: Content, Your Brand, and the Battle for Customers By Wil Reynolds](https://reader033.fdocuments.in/reader033/viewer/2022051708/588145a81a28abf65a8b6fe5/html5/thumbnails/54.jpg)
#SMX @Wilreynolds
:10 Content Check
![Page 55: Content, Your Brand, and the Battle for Customers By Wil Reynolds](https://reader033.fdocuments.in/reader033/viewer/2022051708/588145a81a28abf65a8b6fe5/html5/thumbnails/55.jpg)
#SMX @Wilreynolds
Marketing Amplifies!
![Page 56: Content, Your Brand, and the Battle for Customers By Wil Reynolds](https://reader033.fdocuments.in/reader033/viewer/2022051708/588145a81a28abf65a8b6fe5/html5/thumbnails/56.jpg)
#SMX @Wilreynolds
Brands Know That!
![Page 57: Content, Your Brand, and the Battle for Customers By Wil Reynolds](https://reader033.fdocuments.in/reader033/viewer/2022051708/588145a81a28abf65a8b6fe5/html5/thumbnails/57.jpg)
#SMX @Wilreynolds
Dollar Shave Club video
Dollar Shave
Club
![Page 58: Content, Your Brand, and the Battle for Customers By Wil Reynolds](https://reader033.fdocuments.in/reader033/viewer/2022051708/588145a81a28abf65a8b6fe5/html5/thumbnails/58.jpg)
#SMX @Wilreynolds
![Page 59: Content, Your Brand, and the Battle for Customers By Wil Reynolds](https://reader033.fdocuments.in/reader033/viewer/2022051708/588145a81a28abf65a8b6fe5/html5/thumbnails/59.jpg)
#SMX @Wilreynolds
![Page 60: Content, Your Brand, and the Battle for Customers By Wil Reynolds](https://reader033.fdocuments.in/reader033/viewer/2022051708/588145a81a28abf65a8b6fe5/html5/thumbnails/60.jpg)
#SMX @Wilreynolds
![Page 61: Content, Your Brand, and the Battle for Customers By Wil Reynolds](https://reader033.fdocuments.in/reader033/viewer/2022051708/588145a81a28abf65a8b6fe5/html5/thumbnails/61.jpg)
#SMX @Wilreynolds
When it all comes together
![Page 62: Content, Your Brand, and the Battle for Customers By Wil Reynolds](https://reader033.fdocuments.in/reader033/viewer/2022051708/588145a81a28abf65a8b6fe5/html5/thumbnails/62.jpg)
#SMX @Wilreynolds
Trust is hard to disrupt
![Page 63: Content, Your Brand, and the Battle for Customers By Wil Reynolds](https://reader033.fdocuments.in/reader033/viewer/2022051708/588145a81a28abf65a8b6fe5/html5/thumbnails/63.jpg)
#SMX @Wilreynolds
Is your strategy building it?
![Page 64: Content, Your Brand, and the Battle for Customers By Wil Reynolds](https://reader033.fdocuments.in/reader033/viewer/2022051708/588145a81a28abf65a8b6fe5/html5/thumbnails/64.jpg)
#SMX @Wilreynolds
THANK YOU!
SEE YOU @SMX WEST SAN JOSE, CA
MARCH 1-3, 2016