Turning Content into Customers

Turning Content into Customers Digital Summit Phoenix Jordan KoeneChief Evangelist

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# Searchmetrics. All rights reserved. Do not distribute without permission.What is Content Marketing?Content MarketingTarget Audience

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We forget that content elicits emotions!Target AudienceEmotional Response

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# Searchmetrics. All rights reserved. Do not distribute without permission.Forbes Visibility for Past 6 mo.

# Searchmetrics. All rights reserved. Do not distribute without permission.Creating Content Should be fun!!!

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My son will only buy Sofas on Wayfair

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# Searchmetrics. All rights reserved. Do not distribute without permission.http://www.wayfair.com/Sofas-C413892.html

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Dont be fooled, they are still selling Sofas

# Searchmetrics. All rights reserved. Do not distribute without permission.Impact to Wayfair Business

# Searchmetrics. All rights reserved. Do not distribute without permission.Different Situations require different content!

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Desktop Rank#4

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Desktop Rank#3

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Mobile Rank#2

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Mobile Rank#4

# Searchmetrics. All rights reserved. Do not distribute without permission.How to reinvent content creationStart with the outcome!

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# Searchmetrics. All rights reserved. Do not distribute without permission.Examples

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# Searchmetrics. All rights reserved. Do not distribute without permission.A Gaussian Mixture Model Layer Jointly Optimized with Discriminative Features within A Deep Neural Network ArchitectureScalable Dynamic Nonparametric Bayesian Models of Content and UsersSearch Results Based N-Best Hypothesis Rescoring With Maximum Entropy Classification

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Understand the expectations of a user

# Searchmetrics. All rights reserved. Do not distribute without permission.Determine Current OutcomeRankings in Google Distributed by Keyword Topic

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Rank Position Distribution According to the data Motels and Price are Most Relevant

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Rank Position Distribution According to the data Motels and Price are Most Relevant

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Questions?

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Thank you

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