This document discusses using content marketing to address buying objections and help move customers through the sales process. It recommends using informational, transactional, and navigational content at the early "research" and "consider" stages to help prospects understand problems and present solutions. Specific content types and formats are suggested, such as blog posts, FAQs, games, tools and infographics. Historical keyword data, on-site search logs, forums and QA sites should be utilized to identify relevant topics. The overall message is that creating useful content can help sell by informing strategy and addressing objections.

1. BUYING OBJECTIONS
& problem-solving content!

2. Organic digital marketing
G
Global
Campaigns
G
Creativity &
Connection
G
Delight &
Inform
Organic digital marketing

3. CREDITS
Best Use of Search –
Retail*
Fast Growth –
Wirehive 100 Awards
Hreflang Sitemaps
*UK Search Awards

4. Content Marketing

5. Discover
Social, attraction,
Awareness

6. Research

7. Consider

8. BUY
User guides, Aftercare
Decide

9. 90%of consumers…
…find custom content
useful
TMG CUSTOM MEDIA

10. 61%of consumers…
…feel better about a
business -more likely to buy
CUSTOM CONTENT COUNCIL

11. Content Marketing

12. Consultative “Sell”
Experiential
Selling Value
Solution

13. • research
• Ask
• listen
• Teach
• Qualify
• close
Six steps in consultative sales
http://blog.hubspot.com/customers/bid/172099/The-Consultative-Sales-Process-6-Principles

14. • research
• Ask
• listen
• Teach
• Qualify
• close
Appliedto content marketing
Find Problems
Present Solutions

15. Problem?
WhatProblem?

16. “pictures of dead people “
“divorce laws in ohio”
“names of females
murdered or found dead in
pomona california in 2005”
“how to kill your wife”
“aftermath of incest”
“who is not allowed to adopt”
“free remote keyloggers”
“the sociopathic relationship”

17. Informational Transactional Navigational
Research Consider Decide

18. “Not
provided”
MEANS NO ACCESS
TO QUERY DATA

19. Utilise…
Historical
keyword data
On-site search
logs

20. FORUMS & QA Sites

22. Pick A Product

23. seed terms
Product name, brand
and product brand
combinations

24. Kayak
Sea Kayak
Crossover Kayak
G
Dagger
Dagger Kayak
Axis Kayak

25. Connectivity

26. :kayak OR canoe
:kayak –canoe
:“daggar kayak”
: daggar kayak

27. site:mumsnet.com –local.mumsnet.com kayak
data goldmine…

28. Fix All 404
Stowing hatch
big enough for a
tent?
Will I be able
to kayak
again?
Fear of capsizing

29. DataMiner
Chrome Extension

30. XLS or Google doc

31. • Strip Noise words
• Group synonyms (Fear+ Phobia)
• Group into taxonomic types
• Count of themes
• Data case for topic & scheduling
AnalysingCommon Themes

32. Mechanics

33. • Simple blog posts
• faqs
• Games
• Tools
• Infographics
Content mechanics

34. Top 10 Packing Hacks for a Kayaking Weekend

35. Las Palmas Ocean Kayaks
Where to kayak: An interactiveguide
An amazing ocean kayaking experience
in the white waters of the Canary
Islands, provides an amazing ocean
kayaking experience in the white waters
of the Canary Islands. Sun, sea, air,
water and more.

36. buying objections
Inform content strategy at
“research” and “consider”
stages & sell with content!

37. Can we help?
Tel: +44(0)1256 384 890
E-mail: nichola.stott@themediaflow.com
Twitter: @NicholaStott
Web: www.themediaflow.com