Content Marketing Strategy - Using Data Mining to Discover Buying Objections

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Discover how to use advanced query operators and data mining tools to uncover genuine customer buying-objections to inform your content marketing strategy.

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Content Marketing Strategy - Using Data Mining to Discover Buying Objections

  1. 1. BUYING OBJECTIONS & problem-solving content!
  2. 2. Organic digital marketing G Global Campaigns G Creativity & Connection G Delight & Inform Organic digital marketing
  3. 3. CREDITS Best Use of Search – Retail* Fast Growth – Wirehive 100 Awards Hreflang Sitemaps *UK Search Awards
  4. 4. Content Marketing
  5. 5. Discover Social, attraction, Awareness
  6. 6. Research
  7. 7. Consider
  8. 8. BUY User guides, Aftercare Decide
  9. 9. 90%of consumers… …find custom content useful TMG CUSTOM MEDIA
  10. 10. 61%of consumers… …feel better about a business -more likely to buy CUSTOM CONTENT COUNCIL
  11. 11. Content Marketing
  12. 12. Consultative “Sell” Experiential Selling Value Solution
  13. 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. 14. • research • Ask • listen • Teach • Qualify • close Appliedto content marketing Find Problems Present Solutions
  15. 15. Problem? WhatProblem?
  16. 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. 17. Informational Transactional Navigational Research Consider Decide
  18. 18. “Not provided” MEANS NO ACCESS TO QUERY DATA
  19. 19. Utilise… Historical keyword data On-site search logs
  20. 20. FORUMS & QA Sites
  21. 21. Pick A Product
  22. 22. seed terms Product name, brand and product brand combinations
  23. 23. Kayak Sea Kayak Crossover Kayak G Dagger Dagger Kayak Axis Kayak
  24. 24. Connectivity
  25. 25. :kayak OR canoe :kayak –canoe :“daggar kayak” : daggar kayak
  26. 26. site:mumsnet.com –local.mumsnet.com kayak data goldmine…
  27. 27. Fix All 404 Stowing hatch big enough for a tent? Will I be able to kayak again? Fear of capsizing
  28. 28. DataMiner Chrome Extension
  29. 29. XLS or Google doc
  30. 30. • Strip Noise words • Group synonyms (Fear+ Phobia) • Group into taxonomic types • Count of themes • Data case for topic & scheduling AnalysingCommon Themes
  31. 31. Mechanics
  32. 32. • Simple blog posts • faqs • Games • Tools • Infographics Content mechanics
  33. 33. Top 10 Packing Hacks for a Kayaking Weekend
  34. 34. 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.
  35. 35. buying objections Inform content strategy at “research” and “consider” stages & sell with content!
  36. 36. Can we help? Tel: +44(0)1256 384 890 E-mail: nichola.stott@themediaflow.com Twitter: @NicholaStott Web: www.themediaflow.com

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