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/
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
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)
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
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
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.