Wil and his team spent four weeks promoting one asset using nothing but Twitter, LinkedIn, Facebook and AdWords. They were able to get rankings without links, outreach, or any other type of promotion. Hear what Wil learnt from his successes and failures, and walk away with a new perspective on paying to promote your content to audiences.

1. #1 rankings,failing you?

2. 5 year vision

3. Sharing Goals with the Company

4. © 2015 Seer Interactive • All Rights Reserved • Page ‹#›
Focus on the Wildly Important

5. © 2015 Seer Interactive • All Rights Reserved • Page ‹#›
Focus on the Wildly Important

6. Tricked…

7. PRACTICE WHAT I PREACH

8. Guess the CTR of that #4 spot?
#1 SPOT ain’t what It used to
be

9. SEO = PULLING ONE LEVERREALITY = MULTIPLE TOUCHES

10. SEO = PULLING ONE LEVERREALITY = I FOCUSED ON ONE

11. Tricked…

12. Guess the CTR of that #1 spot?

13. 5% for #1!!!

15. Guess the CTR of that #4 spot?

16. 1.7% for #4

17. Diminishing marginal utility

18. Vast
Chasm
between
ranking #1
&
helping
users

19. Why do
people
buy?

22. Change
Direction

23. LEAD BY EXAMPLE

24. STILL ON THIS JOURNEY

27. TOO NARROW

28. If you can’t imagine someone saying
“I’m so glad I found this”
GET OUT OF THE GAME!

31. Get rankings, Naturally!

32. Ranks #3 for a highly shareable query
0 outreach
0 link building

33. This is what Delighting
People w/ content
Looks Like

34. PHASE I - Early Learnings

35. The Set up

36. Hands Up IF…

42. SCROLL DEPTH, NOT PERFECT!

43. Scroll Depth by source

44. Oh Shit, I’m paying for mobile users from FB
and they no LIKEY.

47. Video View Lengths by Device

48. Lessons: More Expensive on mobile
Question: Still worth it to get in front of “amplifiers” vs “gen pop”?

49. Where to put your CTAs?
Desktop vs Mobile?
Don’t retarget on 100% scroll?

50. SEGMENTATION OF OUTREACH
WHAT % IS GETTING TO 25%?

51. Lesson:
Don’t Pay to Drive Mobile Traffic to any kind
of Longread
Mobile traffic doesn’t like video assets

52. Phase II – Be honest with yourself

53. In love
with
mycontent

55. Am I really the best around?

56. Watch
Diversity

59. Who was above us for that query?

69. Can we beat out pinterest with a better guide
than their own?

72. Given Serp Diversity, I’m probably better
spending time here…

74. Phase III – The crowd is friendly

75. Got a good ranking
0 outreach
0 link building
The crowd took it over

76. Impact?

82. Did that email improve the ranking?

84. Social Hangover

88. Phase IV – pay to play,
SEO + Paid Social

89. Doing Mass Outreach?

90. PAID SOCIAL VS OUTREACH

91. Check Buzzsumo, do they share stuff from
others often

93. © 2015 Seer Interactive • All Rights Reserved • Page ‹#›
Catch someone on a slow day

95. I’ve only spent $75.12 bux to get 57 clicks
from people who work at companies with high
amplification rates.
Pace is 38/mo.
I’ll do that in perpetuity.

97. Should I bid the minimum suggestion on
Twitter? YES
More targeted = more $$$, others want to
target them too

98. PHASEV –TARGETING

99. Targeting Options
Typical CPC

102. Keep in mind you get RTs from people and
impressions / clicks you don’t pay for

105. Buzzsumo Part II
who has “pushed” an asset recently?

106. This is where you build relationships
&
Do outreach!

107. Bloggers worth outreaching to

115. Too Small

117. Grow that Audience with Followerwonk

121. Efff outbrain / Taboola

122. TABOOLA & OUTBRAIN TARGETING

124. Why Audiences?

125. The Total audience for your content is
Greater Than
The searching audience for your content
https://www.flickr.com/photos/kjten22

126. Need to hire again? Activate it.

127. Need to hire again? Activate it.

130. Need to sell again? Activate it.

131. 3000+ Leads

132. People who got to 50% on
Screaming Frog Guide
Fired off a pixel
Retarget w/ GDN ads on technical wins

133. RE-THINKING OUTREACH

134. DO YOU WANT MY LINKS!!??

135. 40,000 * .30 = $52,000
Person, vacation, sick days,
beer, ping pong, rent, HR
RISK

136. Links = Output
Growing a biz = Outcome

137. © 2015 Seer Interactive • All Rights Reserved • Page ‹#›

138. © 2015 Seer Interactive • All Rights Reserved • Page ‹#›
Exclude too (cut 80%)

139. Wait till next year!
I’m just getting started J

140. Once you know the tool exists,
you can achieve
old goals in new ways.

141. Facebook
>
Google

142. Audiences > Algorithms

143. The industry is moving to paid,
how much time will you invest there tomorrow?

144. Hope,its Greater than Zero