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Marketingin your 
SLEEPPhoto Credit: resaka
Content marketers have become
“I woke up to produce content no one wants”
eBay -32,000 Employees –7 shares
Comcast –115,000 employees-12 shares
Could have done
OR
Death to the content calendar 
https://www.flickr.com/photos/chrisschoenbohm/
1 man band 
https://www.flickr.com/photos/qsimple/
What content can I produce? Where do I start? Audiences? Personas? Keyword research? Twitter research ? FB research? Or

Send a TWEET!
If you could ask your financial data any question, what would it be?
Lead to this

Refused
“7 ways to
” Get you to click on this headline
Do I tip well?
Content Calendar?
1 year later 15 person team
Content 
https://www.flickr.com/photos/davidz 
NewLens
Content is too easyContent is a commodity
36,000 articles
Do 1 thing well 
https://www.flickr.com/photos/lwr/
Give it away now
@iamchrisle
@iamchrisle
@iamchrisle
@iamchrisle
The REAL Win

@iamchrisle
46 
http://bit.ly/kw-competition
Improves MozTools? Win for SEER + ALL of YOU!
Not Sold?
Our site’s traffic
52 
Sep 1 2012 –Jun 21 2014545,235
Where am I going?
54 
Well
.
56 
Impact of SustainableContent
58 
Duration: 60 daysUsers: 294,000Investment: 200+ hrs$15,000
60 
Duration: 660 daysUsers: 292,000Investment: 0 hrs
Every day it gives answers
Answers a curiosity
Gets Re-Discovered
ZERO EFFORT Since Launch!
Surprise! Social Pickup!
Surprise! Google Pickup!
While I was sleeping 
https://www.flickr.com/photos/coriehowell/
I’m Addicted
DrPeteMoz
Big content is a BARRIER to ENTRY 
@dr_pete
DRIVE A WEDGE!
1 Question: If your content was removed from the web, would anyone miss it?
D 
Unicorns& Rainbows
The experience
80 
Failed #RCS
Slow down learn theJOURNEY
http://www.flickr.com/photos/theenmoy
http://www.flickr.com/photos/theenmoy
You job is not over when something RANKS!
http://www.flickr.com/photos/theenmoy
http://www.flickr.com/photos/theenmoy
Ranking, but not working, how do you know?
Choose Your OwnAdventure
Keep Alive?
OR?
Decisions, Decisions
Do I have a good data set? Is this a problem worth solving? Occasional Use? Daily Use? Is this better than what exists? Did I overdesign the solution?
This CAN help people make better decisions CHOOSE: stick with it. What’s next?
Make a 20% oopsbudget
© 2014 SEER Interactive | All Rights Reserved page 96 
Usertesting.com
Inspectlet.com
Mobile Pinch+ Zoom
Left over money?
Switch Gears
Obsession with “get money”
108 
Links get money@McGswagg
1098 Quote Requests1.08% Conversion Rate
11020 Quote Requests1.37% Conversion Rate
111 
8 Quote Requests 
$1,600 
20 Quote Requests 
$4,000
11215 Quote Requests0.62% Conversion Rate
11354 Quote Requests4.73% Conversion Rate
114 
0.62% Conversion Rate 
$3,000 
4.73% Conversion Rate 
$10,800
Useful #RCS that is not findable
Doesn’t Rank
Secret for you 
People LOVE it
This is PRECISELY why SEO is NEVER EVERGoing to die
We have no couponse-commerce site
Jan 2012 –Sep 2014$2.8M x 7% (commission) $196,000
124 
That doesn’t include the $$ from assets, increased rankings, assisted conversions etc.
Thank god for Six Flags!
Fun Tip: Email targeting w/ cancel pageSign up email
Subject line targeting
Subject line targeting
Fun Tip: Cancel Query TargetingCompetitor Frustration
Fun Tip: Email targeting w/ cancel pagesign up email
Fun Tip: Email targeting w/ cancel pagesign up email
Target pages in GDNDon’t use the comp. name in adsTarget pages ranking well about Comcast/SkySearch Companion Ads Search-GDN
Enterprise content to drive conversions & ease frustrations@chadgingrich
Helping Customers in your SLEEP 
https://www.flickr.com/photos/coriehowell/
http://www.flickr.com/photos/theenmoy
http://www.flickr.com/photos/theenmoy
http://www.flickr.com/photos/theenmoy
THANK YOU! @wilreynolds

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