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Content
Marketing?
What is
Content
Marketing?
What is
Content
Marketing?
What is
Avinash
Kaushik
The Problems We’re
Trying to Solve
Customer
Centered
Measurement
Strategies
How to Think
about Content
Strategy
MacKenzie
Connect
A New Framework
See Think	
   Do	
   Care	
  
4 Audience Intent Clusters
See
Your largest addressable
qualified audience
Think	
  
Your largest addressable
qualified audience with
some intent to bu...
MarketingContent Measurement
Measurement
MeasurementStrategy
# or % interactions (platforms/ads)
Conversations, Amplification, Applause
Increase in Brand Awareness
...
Example
Pill Reminder – Think
Instagram Printing – See
Healthy Choices – See
Pharmacy Chat – Care
Clinic Finder – See
Where to go from here
www.kaushik.net
Mark Leonard
Principal i c t u s m a r k e t i n g . c o m
mark@ictusmarketing.com
See, think, do, care marketing
See, think, do, care marketing
See, think, do, care marketing
See, think, do, care marketing
See, think, do, care marketing
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See, think, do, care marketing

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This presentation is focused on the SEE - THINK - DO - CARE framework developed by marketer, Avinash Kaushik. For more about the framework, read his blog at http://kaushik.net.

Published in: Marketing
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See, think, do, care marketing

  1. 1. Content Marketing? What is
  2. 2. Content Marketing? What is
  3. 3. Content Marketing? What is
  4. 4. Avinash Kaushik
  5. 5. The Problems We’re Trying to Solve
  6. 6. Customer Centered
  7. 7. Measurement Strategies
  8. 8. How to Think about Content Strategy
  9. 9. MacKenzie
  10. 10. Connect
  11. 11. A New Framework
  12. 12. See Think   Do   Care   4 Audience Intent Clusters
  13. 13. See Your largest addressable qualified audience Think   Your largest addressable qualified audience with some intent to buy Do   Your largest addressable qualified audience with lots of intent to buy. Care   Your current customers with two or more transactions 4 Audience Intent Clusters
  14. 14. MarketingContent Measurement
  15. 15. Measurement
  16. 16. MeasurementStrategy # or % interactions (platforms/ads) Conversations, Amplification, Applause Increase in Brand Awareness % New Visits Click-Thru Rate Page Depth Per Visit Goal Value % Assisted Visitor Loyalty (return visits) Checkout Abandonment Rate Conversion Rate Revenue/Profit/Units Sold Repeat Purchases Likelihood to Recommend (Net Promoter Score) Customer Lifetime Value
  17. 17. Example
  18. 18. Pill Reminder – Think Instagram Printing – See Healthy Choices – See Pharmacy Chat – Care Clinic Finder – See
  19. 19. Where to go from here www.kaushik.net
  20. 20. Mark Leonard Principal i c t u s m a r k e t i n g . c o m mark@ictusmarketing.com

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