Content Marketing: Your Digital Salesperson

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NextLeft VP of Marketing, Katie Fellenz, presented for the San Diego American Marketing Association's monthly meet-up, alongside Blue Hornet, to help marketers learn to use content to nurture leads throughout the entire funnel.

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Content Marketing: Your Digital Salesperson

  1. 1. #SDAMA #SDAMA Content: Your Digital Salesperson Katie Fellenz Vice President, Marketing NextLeft
  2. 2. #SDAMA Source: McKinsey&Company
  3. 3. #SDAMA What about all of the moments before the trigger? We’re MovingHouse Values Packing SuppliesI Want a New Job Homes for Sale What to expect when you’re expecting Mortgage Calculator Best School Districts Safest Towns in U.S. Just Married
  4. 4. #SDAMA#SDAMA https://www.youtube.com/watch?v=cplXL-E1ioA&feature=youtu.be
  5. 5. #SDAMA Be There Be Useful Be Relevant
  6. 6. #SDAMA#SDAMA How is Google adapting?
  7. 7. #SDAMA Creating New Result Types Google continues to evolve in an effort to help provide users the best information, as quickly as possible Localized Results Knowledge Cards Videos Articles
  8. 8. #SDAMA Localized Results: What’s Happening?
  9. 9. #SDAMA Heat Map: Local 3-Pack Local 3-Pack Searches Localized Results: Why Does It Matter?
  10. 10. #SDAMA Rich Snippets (Article Cards): What’s Happening?
  11. 11. #SDAMA Knowledge Cards: What’s Happening?
  12. 12. #SDAMA Knowledge Cards: Why Does It Matter?
  13. 13. #SDAMA Video Results: What’s Happening?
  14. 14. #SDAMA Video Results: Why Does It Matter?
  15. 15. #SDAMA#SDAMA How can brands adapt?
  16. 16. #SDAMA where have we been? CURRENT CONTENT Be There. Be Useful. Be Relevant. The MOVING PROCESS Early Moving Research Moving Process & Education Services & Price Research
  17. 17. #SDAMA where have we been? CURRENT CONTENTBE THERE More Google searches take place on mobile devices than on computers in 10 countries, including the US and Japan 90% of Smartphone users say they’ve used their phone to make progress towards a long-term goal or multi-step process while out and about Consumers interact with 7.1touch-points on average throughout their purchase journey 6/10 internet users start shopping on one device and finish on a different device What we know…
  18. 18. #SDAMA “Moving Tips” 8,100 MSV Mobile SERPs
  19. 19. #SDAMA Mobile Experience “Moving Tips” 8,100 MSV
  20. 20. #SDAMA Mobile Experience “Moving Tips” 8,100 MSV
  21. 21. #SDAMA where have we been? CURRENT CONTENTBE USEFUL 51% of smartphone users have purchased from a company/brand other than the one they intended to because the information provided was useful What we know… 80% of all queries that Google receives are informational queries 48% of Smartphone users are more likely to buy from companies whose mobile sites or apps provide instructional video content
  22. 22. #SDAMA Get Ideas Look UpInfo Make Decisions B E U S E F U L
  23. 23. #SDAMA Get Ideas Look UpInfo Make Decisions B E U S E F U L
  24. 24. #SDAMA Get Ideas Look UpInfo Make Decisions B E U S E F U L
  25. 25. #SDAMA where have we been? CURRENT CONTENTBE RELEVANT 52% of consumers say brand messages feel intrusive and spammyif not relevant 78% of consumers said they want some degree of content personalization What we know…
  26. 26. #SDAMA https://www.thinkwithgoogle.com/interviews/airbnb-uses-mobile-to-give-tourists-a-local-experience.html
  27. 27. #SDAMA#SDAMA Thank You! katie.fellenz@nextleft.com

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