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Creating a Customer-Driven Content Strategy By Casie Gillette

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From the SMX West Conference in San Jose, California, March 21-23, 2017. SESSION: Creating a Customer-Driven Content Strategy. PRESENTATION: Creating a Customer-Driven Content Strategy - Given by Casie Gillette, @casieg - Ko Marketing, Director of Online Marketing. #SMX #32C1

Published in: Marketing
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Creating a Customer-Driven Content Strategy By Casie Gillette

  1. 1. #SMX #32C1 @casieg …give your customers the answer they need. Creating a Customer-Driven Content Strategy
  2. 2. #SMX #32C1 @casieg • What I Do: Director of Online Marketing at KoMarketing, a B2B Digital Marketing firm in Boston, MA. • I’m Old: In the online marketing industry for over 12 years, working on both the agency side and in- house. • Things I Like: SEO, Dogs, Pizza, Netflix & Smiling…it’s my favorite. • Find Me: Connect with me on Twitter @casieg. About Casie (Sounds Like K-C)
  3. 3. #SMX #32C1 @casieg https://www.komarketing.com/smxwest2017
  4. 4. #SMX #32C1 @casieg
  5. 5. #SMX #32C1 @casieg
  6. 6. #SMX #32C1 @casieg
  7. 7. #SMX #32C1 @casieg how did you get here?
  8. 8. #SMX #32C1 @casieg yay…marketing!
  9. 9. #SMX #32C1 @casieg but which one?
  10. 10. #SMX #32C1 @casieg
  11. 11. #SMX #32C1 @casieg yo! any recs?
  12. 12. #SMX #32C1 @casieg
  13. 13. #SMX #32C1 @casieg But which one? leave me alone.
  14. 14. #SMX #32C1 @casieg
  15. 15. #SMX #32C1 @casieg to the show!
  16. 16. #SMX #32C1 @casieg CONTENT
  17. 17. #SMX #32C1 @casieg
  18. 18. #SMX #32C1 @casieg Stop creating content for the sake of creating content.
  19. 19. #SMX #32C1 @casieg Your content must have a goal.
  20. 20. #SMX #32C1 @casieg • B2B buyer journey by Assaf Dudai
  21. 21. #SMX #32C1 @casieg “best marketing conference”
  22. 22. #SMX #32C1 @casieg KEYWORD Sbut different…and kind of better
  23. 23. #SMX #32C1 @casieg QUESTION S
  24. 24. #SMX #32C1 @casieg 27% of search queries are questions. ~ BlueNile
  25. 25. #SMX #32C1 @casieg Answer boxes were in 15% of SERPs. ~ GetStat
  26. 26. #SMX #32C1 @casieg
  27. 27. #SMX #32C1 @casieg
  28. 28. #SMX #32C1 @casieg
  29. 29. #SMX #32C1 @casieg
  30. 30. #SMX #32C1 @casieg aggregate the data.
  31. 31. #SMX #32C1 @casieg not wrong.
  32. 32. #SMX #32C1 @casieg
  33. 33. #SMX #32C1 @casieg
  34. 34. #SMX #32C1 @casieg
  35. 35. #SMX #32C1 @casieg
  36. 36. #SMX #32C1 @casieg mine.
  37. 37. #SMX #32C1 @casieg referrals.
  38. 38. #SMX #32C1 @casieg social.
  39. 39. #SMX #32C1 @casieg competition.
  40. 40. #SMX #32C1 @casieg
  41. 41. #SMX #32C1 @casieg
  42. 42. #SMX #32C1 @casieg
  43. 43. #SMX #32C1 @casieg
  44. 44. #SMX #32C1 @casieg
  45. 45. #SMX #32C1 @casieg CONTENT understanding & finding gaps success • have • need
  46. 46. #SMX #32C1 @casieg • B2B buyer journey by Assaf Dudai
  47. 47. #SMX #32C1 @casieg questions channels blog post case study ebook video demo whitepaper channels channels channels channels channels channels blog post video
  48. 48. #SMX #32C1 @casieg Keyword Target Answer Box More Questions questions.
  49. 49. #SMX #32C1 @casieg
  50. 50. #SMX #32C1 @casieg
  51. 51. #SMX #32C1 @casieg paid content.
  52. 52. #SMX #32C1 @casieg questions channels blog post case study ebook video demo whitepaper channels channels channels channels channels channels blog post video
  53. 53. #SMX #32C1 @casieg decisions. we make them.
  54. 54. #SMX #32C1 @casieg questions. we ask them.
  55. 55. #SMX #32C1 @casieg content. me love it.
  56. 56. #SMX #32C1 @casieg nailed it.
  57. 57. #SMX #32C1 @casieg https://www.komarketing.com/smxwest2017 THANKS!
  58. 58. #SMX #32C1 @casieg LEARN MORE: UPCOMING @SMX EVENTS THANK YOU! SEE YOU AT THE NEXT #SMX

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