An inside look at how REI utilized Agile & Content to move it's SEO program forward

1. AN INSIDE LOOK
JORDAN LEBARON, MANAGER, INTERNET MARKETING

2. WHAT IS REI?

3. WHAT IS REI?

4. Inspire, educate and outfit for a lifetime
of outdoor adventure and stewardship

5. 303 Lafayette Street

6. OUR CHALLENGE

7. We faced changing
LANDSCAPES
http://www.flickr.com/photos/uconnlibrariesmagic/4733265143/in/photostream/
http://www.flickr.com/photos/cabbit/4405135791/

8. We lacked
VISIBILITY
http://www.flickr.com/photos/cabbit/4405135791/

9. SEO
≠
“STORE ENTERED ORDERS”

10. Too busy avoiding
HiPPOS
http://www.flickr.com/photos/digitalart/2556546177

11. We were
SILOED
http://www.flickr.com/photos/wili/3956062575/

12. We lacked
AGILITY
http://www.flickr.com/photos/26112504@N05/3031027248/

13. THE PLAN

14. http://www.starwars.com/explore/encyclopedia/characters/hansolo/

15. • Telling our Story
• Agile
• Content
• Soft Skills

16. Telling our story
http://www.flickr.com/photos/reedinglessons/2251782928

17. with
DATA
http://www.flickr.com/photos/inque3/6175310592

18. with
VISUALIZATIONS
http://www.flickr.com/photos/birgerking/3145391821

19. with
ORBS

20. Users > Robots

21. Shrink the Change
http://www.flickr.com/photos/pasukaru76/3998209007

22. AGILE DEVELOPMENT
http://www.flickr.com/photos/jamiepatra/5232251602/

23. Cross-functional teams
http://www.flickr.com/photos/joriel/2193885168

24. Bias towards action
http://www.flickr.com/photos/bitzcelt/4787422150

25. Don’t Hate. Iterate
http://www.flickr.com/photos/st3f4n/4193370268

26. CONTENT
http://www.flickr.com/photos/paolomargari/3551552239

28. Product Information

29. Product Information

30. Expert Advice

31. CONTENT: EXPERT ADVICE
Expert Advice

32. Expert Advice

33. Infographics

34. SOFT SKILLS
http://www.flickr.com/photos/sweenpole2001/3915441536

35. Customers First
http://www.flickr.com/photos/seandreilinger/4208435158

36. Practice Transparency
http://www.flickr.com/photos/swang168/368748525

37. Relationships Matter
http://www.flickr.com/photos/9619972@N08/1350940605

38. THE RESULTS

39. +96%

40. WHAT’S NEXT?

41. AGILE SEO

42. AGILE MARKETING

43. CONTENT STRATEGY

44. KEY TAKEAWAYS

45. Tell YOUR story
http://www.flickr.com/photos/reedinglessons/2251782928

46. Adopt Agile Elements
http://www.flickr.com/photos/jamiepatra/5232251602/

47. Content with Utility
http://www.flickr.com/photos/paolomargari/3551552239

48. Develop the Soft Skills
http://www.flickr.com/photos/sweenpole2001/3915441536

49. THANK YOU

50. QUESTIONS?
twitter: @jordanlebaron