Content First Strategy for Marketing Automation

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Many marketing automation programs are all about the funnel and the offer, resulting in low levels of engagement and a relationship based on price. Mixing in content designed to build affinity and value creates a customer relationship built on trust and respect.

Published in: Marketing, Business, Technology
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Content First Strategy for Marketing Automation

  1. 1. Content First Strategies for a devoted audience Kevin Murphy Director of Digital Strategy, CMD @kevmurphy.
  2. 2. Transaction vs. Relationship Immediacy Gratification Price Driven Affinity Value Solution/Inspiration Driven Source: CMO Council, 2014
  3. 3. Loyal Discount Lifestyle Wanderers Need Based
  4. 4. Informative Human Engaging Transparent Authoritative StartingwithContent
  5. 5. Decision Humps Should I go to ATL? Should I book now? Price, need. Transaction Based. Should I share? Confidence that it is the right decision. Relation Based Confidence that it was the right decision. Relation Based
  6. 6. Finding (Building) the Right Content Web Social Ecommerce Engine Post Sale Rewards Program Advertising Dynamic In-Content SEO Landing Pages Employees Customers Freelancers Experts Agency
  7. 7. RelationshipDrivenResults + Positive Brand Perception

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