It Ain’t Over Till The Cat Lady Sings: Content Beyond Kittens & Other Search Strategies -- Homes.com
•
1 gefällt mir•1,022 views
The web hasn’t quite moved past dancing dogs and piano playing pets, but your content strategy has to! With quality being a consistent manta of recent Google algorithm updates, and “micro-moments” being big G’s latest battle cry, how can search marketers move beyond traditional content strategies and engage their prospects and customers with content that connects, brands & inspires? Check out this C3 presentation by Grant Simmons, VP of Search Marketing & Consumer Engagement at Homes.com. He covers real world examples of content strategies that connect with consumer triggers and ‘tickle’ prospects into buying behavior and brand consideration. Note: No cats were harmed during the building of this presentation. Presentation by: Grant Simmons, VP of Search Marketing & Consumer Engagement, Homes.com This presentation was given at the 2015 Conductor C3 marketing conference. Learn more: http://c3.conductor.com/
Empfohlen
Empfohlen
Weitere ähnliche Inhalte
Was ist angesagt?
Was ist angesagt? (20)
Ähnlich wie It Ain’t Over Till The Cat Lady Sings: Content Beyond Kittens & Other Search Strategies -- Homes.com
Ähnlich wie It Ain’t Over Till The Cat Lady Sings: Content Beyond Kittens & Other Search Strategies -- Homes.com (20)
Mehr von Conductor
Mehr von Conductor (20)
Kürzlich hochgeladen
Kürzlich hochgeladen (20)
It Ain’t Over Till The Cat Lady Sings: Content Beyond Kittens & Other Search Strategies -- Homes.com
- 1. N E W Y O R K C I T Y | O C T O B E R 2 8 - 2 9 , 2 0 1 5 C3 2015 BREAKOUT SESSION IT AIN'T OVER TILL THE CAT LADY SINGS CONTENT-BEYOND-KITTENS & OTHER SEARCH STRATEGIES VP of Search Marketing & Consumer Engagement Grant Simmons
- 2. N E W Y O R K C I T Y | O C T O B E R 2 8 - 2 9 , 2 0 1 5 C3 2015 BREAKOUT SESSION IT AIN'T OVER TILL THE CAT LADY SINGS CONTENT-BEYOND-KITTENS & OTHER SEARCH STRATEGIES VP of Search Marketing & Consumer Engagement Grant Simmons
- 3. N E W Y O R K C I T Y | O C T O B E R 2 8 - 2 9 , 2 0 1 5 C3 2015 BREAKOUT SESSION VP of Search Marketing & Consumer Engagement Grant Simmons • Real Estate Portal (ahem… we’re not Zillow) • 20M+ Visits / Month • Private company • Norfolk, VA HOMES.COM
- 6. #C3NY 1. Dancing Dogs & Piano-Playing Pets 2. The Cat Lady Content Conundrum 3. Quality Through the Eyes of Big G 4. Micro Moments, Macro Moments, & Moments In-Between 5. Triggers - the Terrible Twos 6. Tickling Stomachs & Minds 7. Emptying the Litter Bin 8. A “Beyond Kittens” Strategy PRESENTATION AGENDA @simmonet
- 8. #C3NY Dancing Dogs & Piano-Playing Pets @simmonet
- 9. #C3NY DANCING DOGS & PIANO-PLAYING PETS @simmonet How many people watch them?
- 10. #C3NY Admit it! You watch them! DANCING DOGS & PIANO-PLAYING PETS @simmonet
- 11. #C3NY
- 12. #C3NY Admit it! You liked that! DANCING DOGS & PIANO-PLAYING PETS @simmonet
- 13. #C3NY Admit it! You liked that! DANCING DOGS & PIANO-PLAYING PETS @simmonet
- 14. #C3NY Admit it! You liked that! DANCING DOGS & PIANO-PLAYING PETS You liked that too! @simmonet
- 15. #C3NY Great. But for search not so much. DANCING DOGS & PIANO-PLAYING PETS @simmonet
- 16. #C3NY DANCING DOGS & PIANO-PLAYING PETS Great. But for search not so much. It’s a rare business model. @simmonet
- 17. #C3NY DANCING DOGS & PIANO-PLAYING PETS Great. But for search not so much. It’s a rare business model. And it’s for the dogs @simmonet
- 19. #C3NY The Cat Lady Content Conundrum @simmonet
- 20. #C3NY CONTENT TO SOME CONTENT MARKETERS IS LIKE... @simmonet
- 21. #C3NY …CATS TO A CAT LADY @simmonet
- 22. #C3NY …CATS TO A CAT LADY i.e. YOU CAN NEVER HAVE ENOUGH @simmonet
- 23. #C3NY THE CAT LADY CONTENT CONUNDRUM More Better @simmonet
- 24. #C3NY (unless you want to fill a litter box) MORE IS NOT BETTER
- 25. #C3NY (unless you want to fill a litter box) UNLESS… MORE IS NOT BETTER
- 26. #C3NY
- 28. #C3NY THE CAT LADY CONTENT CONUNDRUM More Better @simmonet
- 29. #C3NY THE CAT LADY CONTENT CONUNDRUM More Better Quality is Better @simmonet
- 30. #C3NY Quality Through the Eyes of Big G @simmonet
- 31. #C3NY @simmonet QUALITY THROUGH THE EYES OF BIG G
- 32. @simmonet
- 33. It’s about (better) user experience
- 34. #C3NY QUALITY THROUGH THE EYES OF BIG G @simmonet
- 35. #C3NY QUALITY THROUGH THE EYES OF BIG G Panda-ry stuff: 1. redundant content 2. thin content 3. self-starting videos 4. banner ads 5. 404 errors @simmonet
- 36. #C3NY QUALITY THROUGH THE EYES OF BIG G Panda-ry stuff: 1. redundant content 2. thin content 3. self-starting videos 4. banner ads 5. 404 errors @simmonet
- 37. #C3NY QUALITY THROUGH THE EYES OF BIG G @simmonet
- 38. #C3NY QUALITY THROUGH THE EYES OF BIG G Penguin-y stuff: (still a big factor) 1. relevance 2. value 3. naturalness 4. anchor text @simmonet
- 39. #C3NY QUALITY THROUGH THE EYES OF BIG G Penguin-y stuff: (still a big factor) 1. relevance 2. value 3. naturalness 4. anchor text @simmonet
- 40. #C3NY Positives too! QUALITY THROUGH THE EYES OF BIG G
- 41. #C3NY Positives too! 1.Quality content 2.Page layout 3.SERP interaction 4.Site engagement 5.Social signals (discovery) 6.Links / Citations QUALITY THROUGH THE EYES OF BIG G
- 42. #C3NY Google’s User View (hint: mobile. mobile. mobile.) @simmonet
- 44. @simmonet
- 47. Still 65% of US Searches
- 48. #C3NY Micro, Macro, & In-Between Moments @simmonet
- 49. #C3NY MICRO, MACRO, & IN-BETWEEN MOMENTS 4 Moments of Google @simmonet
- 50. #C3NY MICRO, MACRO, & IN-BETWEEN MOMENTS
- 51. #C3NY MICRO, MACRO, & IN-BETWEEN MOMENTS #5: Google Wants More Marketing $$$ Google Moments @simmonet
- 52. #C3NY MICRO, MACRO, & IN-BETWEEN MOMENTS #5: Google Wants More Marketing $$$ Google Moments @simmonet
- 53. #C3NY Trigger Moments The Terrible Twos @simmonet
- 54. #C3NY MICRO, MACRO, & IN-BETWEEN MOMENTS
- 55. #C3NY MICRO, MACRO, & IN-BETWEEN MOMENTS “I Want” Moments
- 56. #C3NY TRIGGERS THE TERRIBLE TWOS “I Want” Searches Triggered By “I Need” Moments @simmonet
- 58. My car broke down
- 59. I ran out of donuts
- 60. My boss ‘asked’ me to stay late
- 61. I got invited to an ABBA tribute
- 64. #C3NY 1. Resource – Online – Downloadable 2. Altruistic – Build trust – Social presence – Links HOMEBUYERS GUIDE @simmonet
- 65. #C3NY @simmonet 1. Resource – Online – Downloadable 2. Altruistic – Build trust – Social presence – Links HOMEBUYERS GUIDE Answering questions!
- 69. #C3NY @simmonet AWESOME LOCATION INFOGRAPHICS Answering questions!
- 70. #C3NY *LOTS* OF “HOW TO” STUFF @simmonet
- 71. #C3NY @simmonet *LOTS* OF “HOW TO” STUFF Answering questions!
- 73. #C3NY • Starbucks • Beach • Yoga • Yogurt • Dogs WHY DID YOU MOVE? @simmonet
- 74. #C3NY @simmonet • Starbucks • Beach • Yoga • Yogurt • Dogs • Alligators WHY DID YOU MOVE?
- 75. #C3NY Trigger content connects with existing searches @simmonet
- 76. #C3NY Intent to content (with an understanding of context) @simmonet
- 77. #C3NY Intent to content (with an understanding of context) WHY they’re searching @simmonet
- 78. #C3NY @simmonet And answers their questions!
- 81. #C3NY @simmonet Rank Brain Understanding Questions Humans - What We’re Asking For
- 82. #C3NY @simmonet Rank Brain Understanding Questions Humans - What We’re Asking For
- 85. #C3NY
- 86. #C3NY Yes. I was surprised too!
- 87. #C3NY TICKLING STOMACHS & MINDS Only Looks At ½ The Moments @simmonet
- 88. #C3NY TICKLING STOMACHS & MINDS Only Looks At ½ The Moments @simmonet
- 90. #C3NY There’s also Tickling Stomachs & Minds @simmonet
- 91. #C3NY TICKLING STOMACHS & MINDS I Don’t Want Moments @simmonet
- 92. #C3NY TICKLING STOMACHS & MINDS “I Don’t Want” Moments @simmonet
- 93. #C3NY TICKLING STOMACHS & MINDS Passive Searching @simmonet
- 94. #C3NY TICKLING STOMACHS & MINDS Passive Searching How can you be there i.e. visible? @simmonet
- 95. #C3NY TICKLING STOMACHS & MINDS Passive Searching Goal. #1: Gain awareness into the consideration set
- 96. #C3NY TICKLING STOMACHS & MINDS Right Time Right Place @simmonet
- 97. #C3NY TICKLING STOMACHS & MINDS Passive Searching @simmonet
- 98. #C3NY TICKLING STOMACHS & MINDS Passive Searching How can you inspire a search? @simmonet
- 99. #C3NY TICKLING STOMACHS & MINDS Passive Searching Goals. #2 inspire searches
- 100. #C3NY TICKLING STOMACHS & MINDS Passive Searching Goals. #2 inspire searches #3 Be FOUND.
- 101. #C3NY TICKLING STOMACHS & MINDS Being FOUND.
- 102. #C3NY TICKLING STOMACHS & MINDS Being FOUND. Ahem. That’s called ‘Search Marketing’
- 103. #C3NY TICKLING STOMACHS & MINDS Passive Searching Goal. #2 inspire searches
- 104. #C3NY TICKLING STOMACHS & MINDS Inspire with emotional / physical tickles
- 107. Now I’m hungry
- 108. I WANT BACON!
- 110. I want a new home!
- 112. I want a kitten
- 113. I WANT A KITTEN!
- 114. GIMME A KITTEN NOW!
- 116. • Game of Homes Homes.com/game-of-homes
- 118. #C3NY KIDS PLAYHOUSE VIDEOS October 2015 > 200,000 views
- 119. #C3NY HOME DEPOT / DECORATORS PARTNERSHIP
- 120. #C3NY 1. Print / digital partnership 2. New audiences 3. Right audiences USA TODAY / MEDIA PLANET
- 121. #C3NY 1. IsHaunted.com 2. DVD promotion 3. PR with Fox 4. Audience 5. Awareness HAUNTED.HOMES
- 122. #C3NY 1. IsHaunted.com 2. DVD promotion 3. PR with Fox 4. Audience 5. Awareness HAUNTED.HOMES First 20 days > 60,000 page views
- 123. Cool!
- 124. #C3NY Now we have a million Tickle ideas! @simmonet
- 125. #C3NY Whoa!
- 127. #C3NY EMPTYING THE LITTER BIN
- 128. #C3NY EMPTYING THE LITTER BIN We need to focus!
- 129. #C3NY EMPTYING THE LITTER BIN We need to focus! FOCUS!
- 130. #C3NY 1. Understand our audience 2. Research triggers / tickles 3. Execute 4. Measure 5. Focus on what works EMPTYING THE LITTER BIN @simmonet
- 131. #C3NY 1. Understand our audience 2. Research triggers / tickles 3. Execute 4. Measure 5. Focus on what works EMPTYING THE LITTER BIN @simmonet
- 132. #C3NY 1. Understand our audience 2. Research triggers / tickles 3. Execute 4. Measure 5. Focus on what works EMPTYING THE LITTER BIN (I love keywordtool.io)
- 134. #C3NY 1. Understand our audience 2. Research triggers / tickles 3. Execute 4. Measure 5. Focus on what works EMPTYING THE LITTER BIN @simmonet
- 135. #C3NY EMPTYING THE LITTER BIN More Better Quality is Better @simmonet
- 136. #C3NY A “BEYOND KITTENS” STRATEGY
- 137. #C3NY • Understand what forces consumers into a buying need - triggers • Understand stimuli that will influence and inspire users into buying desire - tickles A “BEYOND KITTENS” STRATEGY - TOPICS
- 138. #C3NY Consumer behavior (connect with triggers) A “BEYOND KITTENS” STRATEGY
- 139. #C3NY Consumer behavior (connect with triggers) Desire activation (tickle into funnel) A “BEYOND KITTENS” STRATEGY
- 140. #C3NY Consumer behavior (connect with triggers) Desire activation (tickle into funnel) Test everything (fail fast / succeed faster) A “BEYOND KITTENS” STRATEGY
- 141. #C3NY Consumer behavior (connect with triggers) Desire activation (tickle into funnel) Test everything (fail fast / succeed faster) Stay focused (no sh*t to hit the fan) A “BEYOND KITTENS” STRATEGY
- 142. #C3NY Consumer behavior (connect with triggers) Desire activation (tickle into funnel) Test everything (fail fast / succeed faster) Stay focused (no sh*t to hit the fan) A “BEYOND KITTENS” STRATEGY
- 143. #C3NY “ Good content connects with behavior, great content inspires behavior ”
- 144. #C3NY “ Good content connects with behavior, great content inspires behavior ” #grantism
- 146. #C3NY 22+ years in marketing, digital dude & speaker of truths. Proud American with a funny accent, Dad, sailor, house trained. Grant Simmons Twitter: @simmonet Google+: +GrantSimmons Linkedin: /simmonet KING OF KITTENS, VP OF SEARCH.
- 147. #C3NY IF THAT’S YOUR BUSINESS, BE THE KING OF KITTENS @simmonet
Hinweis der Redaktion
- Hungry
- Hungry
- Hungry