Talks & abstracts

Answer engines are already redirecting the highest-intent slice of your organic traffic. This talk gives marketing leaders a diagnostic they can run on their existing content program in two hours: identify which pages are candidates for citation, which are structurally incapable of being cited, and which should be sunset. Uses first-party experiment data from a live tracked-query panel, including null results. Ends with the four decisions to make in the next quarter and the three metrics to add to the marketing scorecard so citation is measurable, not aspirational.

Most experimentation programs die not because they stop producing lift, but because they lose their sponsor. This talk covers what I have watched work across three re-orgs and two acquisitions: how to structure the program so its outputs are legible to a new leader in a week, how to separate program hygiene from executive storytelling without lying, and what to hand over so the next director does not have to rebuild the case for the practice. Includes the two artifacts that saved my program the last time it changed reporting lines.

A growing share of the audience your site is being written for will never click. They will read a paraphrase of your page inside an answer engine and decide whether to remember your brand. That changes what the site is for. This talk argues that the correct response is not to fight for the click but to design the citation — to make the sentence the model will lift a sentence you would be proud to have quoted. Covers what changes in content strategy, in analytics, and in how you argue for the site internally.