Category: Personal

Joining RVshare!

Last updated on August 8th, 2018 at 01:09 am

I’m joining RVshare, a two-sided marketplace for RVs and motorhomes, as their VP Marketing! Over the last few weeks, I’ve talked extensively with the founders and part of the team. It became clear that this was a great opportunity for a few reasons.

Why RVshare?

  • They have great product-market fit and proved this concept clearly works.
  • They’re wanting to build out a world class (marketing) team.
  • They’re a marketplace business as well, connecting the supply of RV owners to the demand of renters who want to explore the world.
  • They had backing from a great investment partner making it possible to grow fast.

All of this got me really excited, after Postmates I decided that I wanted to work not just on one channel (SEO), but on multiple to create a strong diverse set of acquisition channels and build out a world class marketing organization somewhere. That’s what I’m mainly going to focus on for the next year (which means I’m going to be hiring soon for various roles, reach out to me if you’re interested in joining RVshare). In addition, I’ve always wanted to work for a company that is operating in the travel industry, as I consider it one of the most competitive industries and a joyful one, who doesn’t love bringing more travel to people. And what better ways are there to test your own skills than in an industry like that.

What is the challenge?

  • Build out a world-class marketing organization.
  • Create a diversified acquisition strategy to drive more new RVs/Motorhomes on the platform and acquire more renters who want to explore the world with an RV.
  • Trust data! Build and improve everything that the team has built out in the last years and help it grow to the next level.
  • Create an even stronger brand and build out renting RVs as an option for people traveling.

I’ll do my best to try to document parts of the journey here on this blog and on Twitter (@MartijnSch), if you want to get a hold of me, reach out to me via martijn@rvshare.com

What books am I reading in 2018?

What books am I reading in 2018?

For the last two years I wrote blog posts (2017 & 2016) listing the books that I read in the past year and that I wanted to be reading in that specific year. As always, the past year I didn’t read all the books that I’ve listed out in the blog post as I discovered some new ones and changed my focus during the year. Also moving to another country (hi San Francisco!) made it tough to keep up with the goals I set for myself. So that’s why I didn’t make it to the goal to read 20+ books last year and had to leave it at 14.

So what will I (at least) be reading in 2018:

So what does this tell you? The guy wants to know more about branding in 2018 and is in desperate need for some cool new personal development books. Over the last year I read a lot of popular books (Elon Musk, High Output Management, etc.) that have provided me with a lot of inspiration on great managers + techniques. In 2018 I’d like to dive a bit more into brand building, although I have an SEO job most of what we think about everyday is building out the Postmates brand and luckily we get a ton of freedom to do that + in the end I remain a marketer.

As always, leave your recommendations in my Twitter feed (@MartijnSch) as I’d love to know from others what I should be reading and what you recommend should be on the list or removed from the list.

From 99% ‘duplicate content’ to 15 editors and back to ‘duplicate content’

Duplicate content is (according to questions from new SEOs and people in online marketing) still one of the biggest issues in Search Engine Optimization. I’ve got news for you, it for sure isn’t as there are plenty of other issues. But somehow it still always comes up to the surface when talking about SEO. As I’ve been on both sides of the equation, having worked for comparison sites and a publisher I want to reflect on both angles. Why I think it’s really important that you see both sides of the picture when looking into why sites could have duplicate content and if they do it on purpose or not.

When I started in SEO about 1211 years ago I worked for a company who would list courses from all around the globe on their website (Springest.com, let’s give them some credit), making it possible for people to compare them. By doing this we were able to create a really useful overview of training courses on the subject of SEO for example. One downside of this was that basically none of the content we had on our site was unique. Training courses are often a very strict program and in certain cases are regulated by the government of institutions to provide the right qualification to attendees. Making it impossible to change any of the descriptions on contents, books or requirements as they were provided by the institutions (read: copy pasted)

Having worked at the complete other side with The Next Web where I had the privilege of working with 10-15 full-time editors all around the globe who write unique, fresh and (news) content on a daily basis. Backed up by dozens of people willing to write for TNW where are presented with the opportunity to chose what kind of posts we publish. It made some things easier, but even at TNW we ran into content issues. The tone of voice over time devalues/changes as editors come and go. But also when you publish more content from guest authors it’s hard to maintain the right balance.

These days I’m ‘back’ with duplicated content, working at Postmates where we work on on-demand delivery. Now it makes it easier to deal with the duplicate content that we technically have from all of the restaurants (it’s published on their own site and on some competitors). But with previous experience it’s way easier to come up with so many more ideas based on the (duplicate) content that you already have. It also made me realize that most of the time you’re always working with something that is duplicate, either it be the product info you have in ecommerce, the industry that you operate in. It’s all about the way you slice and dice it to make it more unique.

In the end, search engine optimization is all about content. Either duplicated or not. We all want to make the best of it and there is always a way to provide a unique angle. Although the angle of the businesses and the way of doing SEO for them is completely different there are certain skills required that I think could provide you with a benefit over a lot of people when you’ve worked with both.

Making a move … what’s next!?

Last week was my last one at The Next Web as their Director of Marketing. For the last four years I’ve worked alongside great people: publishing the best content (TNW), organising the best + biggest tech conferences (TNW Conferences), selling the craziest drones (TNW Deals), creating the most beautiful workspace (TQ) and them who collect a ton of data on the global tech industry (Index.co). But still… it’s time for me to move on to something new:

Project: ‘New adventures’

As of Monday I’ll be joining Postmates to help out/lead their SEO strategy, which means I’m already in San Francisco to join the team from there.

For the last 7 years I’ve been maintaining a list of goals that I update every day/week/month with the things I’d like to achieve on a personal and business level in the (near) future. Since my first trip to the US many years ago one of the goals that I created was to move to the Bay Area for x months > x years, mainly to see if my skills would hold up in the more competitive and global area that I consider the Bay Area to be. Having had the ability to spend 6 weeks in/around San Francisco at the end of last year it made it even easier to decide that I wanted to move towards that area the sooner the better.
Having had some very positive changes in my life over the course of the last year it made the choice even easier ? #analyticspowercouple.

In talking to Postmates I found that my passion for SEO, Growth, Analytics, Innovation could even be more stimulated so joining them is a great opportunity to develop myself even more.

Some highlights and numbers from my time at TNW: 8 TNW conferences, 35+ conferences, 60+ flights, xx blog posts, 415 million users, 342 A/B tests, 1465 commits, 231 Gitlab tickets, 111827 messages on Slack.

What I’m not going to miss from my time at TNW:

  • The most ridiculous PR pitches from companies that aren’t relevant to TNW 😉
  • Product & startup pitches in my inbox that aren’t relevant or not ready for the scale of TNW 😉
  • Endless analysis on what content is supposed to attract more engagement + traffic 😉 – Still haven’t found the answer if your curious.

What I’ll be missing though:

  • The great opportunity that I got from Boris & Patrick in having me built out the marketing team.
  • Very passionate people trying to improve TNW every day just a little bit more.
  • A great team, that I’ll truly miss working with.

Overall, I’m ready for the new challenge at Postmates and very enthusiastic about working with a new (growing) team and trying to reach world domination. If you’re around in the future, please let me know. I’ll definitely be sticking to my current strategy: trying to meet with great people across the industry to learn from. So, drinks on me!
If you want to reach out to me, you can find me at: martijn.scheijbeler@gmail.com

Why giving back is so important, help out

Getting more experience can be hard when you’re just starting with your career. You’re either trying to hope to get into an internship, your first job or if you’re making a career move you just need the experience to keep up. But you’re living in a great time to get there as there are many options available to you to get started, which would almost deserve it’s own blog post. Today I’d like to talk about the idea of giving back to help you get more experience.

Giving back, even if you’re more experienced, is really important in my opinion. There are way too many NGOs, foundations that don’t have the resources (time, tools, people, knowledge, budget) to hire the experts in the field of SEO, Growth, Analytics and CRO. But there are many more opportunities for all of us to give back (our time). I’d like to highlight two initiatives that I’m working with in helping them out but that allow you as well to participate:

  • Analysis Exchange: Started by Analytics Demystified to give NGOs the ability to hire a mentor + student to help them with their web analytics projects. The perfect opportunity for people starting in web analytics to get taught by an industry expert in improving their skills. But also a great way for NGOs to get the help from two people during a couple weeks to help them out with their questions.
  • MeasureCamp (Amsterdam): A great initiative that MeasureCamp Amsterdam is starting during the next edition is reserving 8 time slots for a foundation/NGO to help them out with ideas from 100+ experts in different areas. That’s basically a hundred hours that day from top experts in the area of data, analytics, SEO and CRO that will get contributed and should help the chosen foundation in improving their web presence.

How are you helping!? What great initiatives am I missing that you & I could contribute our time + knowledge to?

What am I reading in 2017?

Last updated on March 14th, 2017 at 07:52 pm

In August I wrote about what I did/was/would be reading in 2016. Although I haven’t finished reading all these books I have already planned on reading a ton of new books this year. My goal is to read even more, to get smarter, read about new things and just dive into more knowledge. So far that’s going pretty well as my new Kindle makes me like reading even more.

Usually before the new year starts I already compiled a list of books that I’d like to read, that I’ve come across during the year and that made it to my Amazon wish list. I’ve ordered most of them by now or put them on my Kindle so I can get started right away.Watch movie online The Transporter Refueled (2015)

So what will I be reading in 2017:

Recommendations?

I’m not reading a ton of marketing related books according to this list. So what are the books that you think I should be reading around: Growth/Marketing/Data/Analytics this year? Let me know: @MartijnSchRoblox Free Unlimited Robux and Tix

Oh no! You’re also starting a blog?

Last updated on March 15th, 2017 at 01:13 am

Yes! I’m sorry ;). For the past two years I blogged mainly on The Next Web around how we do Marketing for The Next Web, did some guest posts and tried out Medium (not great for sharing code snippets). But during that time I felt the need for a personal blog that I could use to share some quick tips & ideas on but also write some long reads around SEO, Web Analytics, Marketing and Tag Management that I didn’t think would fit with the audience of The Next Web.

As I just finished a short sabbatical (a great perk of working for The Next Web) I finally had time to spent some of it working on creating this blog.

My goals for this blog? I would like to go more in depth about small topics, provide more tools and post more around the talks that I’ve been giving in the past two years. My SlideShare contains all the slides but some of them could use some additional explanation. Also I might cross some of my old posts from The Next Web to kick start the blog.

We’ll see where this ends up!