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#SDAMA
#SDAMA
Content: Your
Digital Salesperson
Katie Fellenz
Vice President, Marketing
NextLeft
#SDAMA
Source: McKinsey&Company
#SDAMA
What about all of the moments before the trigger?
We’re	
MovingHouse	
Values
Packing	
SuppliesI	Want	
a	New	
Job
Ho...
#SDAMA#SDAMA
https://www.youtube.com/watch?v=cplXL-E1ioA&feature=youtu.be
#SDAMA
Be There Be Useful Be Relevant
#SDAMA#SDAMA
How is Google adapting?
#SDAMA
Creating New Result Types
Google continues to evolve in an effort to help provide users the best information, as
qu...
#SDAMA
Localized Results: What’s Happening?
#SDAMA
Heat	Map:	Local	3-Pack Local	3-Pack	Searches
Localized Results: Why Does It Matter?
#SDAMA
Rich Snippets (Article Cards): What’s Happening?
#SDAMA
Knowledge Cards: What’s Happening?
#SDAMA
Knowledge Cards: Why Does It Matter?
#SDAMA
Video Results: What’s Happening?
#SDAMA
Video Results: Why Does It Matter?
#SDAMA#SDAMA
How can brands adapt?
#SDAMA
where have we been?
CURRENT CONTENT
Be There.
Be Useful.
Be Relevant.
The MOVING PROCESS
Early	Moving	
Research
Mov...
#SDAMA
where have we been?
CURRENT CONTENTBE THERE
More	Google	searches	take	place	on		mobile	devices		than	
on	computers	...
#SDAMA
“Moving	Tips”
8,100	MSV
Mobile SERPs
#SDAMA
Mobile Experience
“Moving	Tips”
8,100	MSV
#SDAMA
Mobile Experience
“Moving	Tips”
8,100	MSV
#SDAMA
where have we been?
CURRENT CONTENTBE USEFUL
51%	of	smartphone	users	have	purchased	from	a	
company/brand	other	tha...
#SDAMA
Get Ideas Look UpInfo Make Decisions
B E U S E F U L
#SDAMA
Get Ideas Look UpInfo Make Decisions
B E U S E F U L
#SDAMA
Get Ideas Look UpInfo Make Decisions
B E U S E F U L
#SDAMA
where have we been?
CURRENT CONTENTBE RELEVANT
52%	of	consumers	say	brand	messages	feel	intrusive and	
spammyif	not...
#SDAMA
https://www.thinkwithgoogle.com/interviews/airbnb-uses-mobile-to-give-tourists-a-local-experience.html
#SDAMA#SDAMA
Thank You!
katie.fellenz@nextleft.com
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Content Marketing: Your Digital Salesperson

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The San Diego American Marketing Association's 2016 Signature Series trip through the funnel continued with NextLeft’s Katie Fellenz sharing cutting-edge insights with 40+ local marketers.

Katie Fellenz led the discussion around content strategy. Key takeaways included:

As a brand, how do you capitalize on “micromoments” all those little parts of the buyer’s journey that are driven by mobile technology? The key is to:

• Be there – People use mobile more for search than PCs

• Be useful – 80% of Google searches are “how to”; more than 50% of buyers will change from an initial brand selection based on content usefulness. Example: Realtor.com has a nurturing path built around the process of moving to a new home.

•Be relevant – 78% of consumers expect personalized content. Example: Through its “Hosted Walks”, Airbnb’s hosts illuminate points of interests along a walking journey.

Google is responding to micromoments in four ways:
• Localized search results (the 3-pack)
• Rich Snippets/Article Cards
• Knowledge Cards/Answer Boxes
• Video results

A presence on YouTube is vital, not just because videos are showing up in Google search results, but because people are now using YouTube as a search engine in itself.

Here is Katie Fellenz's slides from the 2016 SDAMA 'Middle of the Funnel' conversion discussion on Content Marketing.

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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

The San Diego American Marketing Association's 2016 Signature Series trip through the funnel continued with NextLeft’s Katie Fellenz sharing cutting-edge insights with 40+ local marketers. Katie Fellenz led the discussion around content strategy. Key takeaways included: As a brand, how do you capitalize on “micromoments” all those little parts of the buyer’s journey that are driven by mobile technology? The key is to: • Be there – People use mobile more for search than PCs • Be useful – 80% of Google searches are “how to”; more than 50% of buyers will change from an initial brand selection based on content usefulness. Example: Realtor.com has a nurturing path built around the process of moving to a new home. •Be relevant – 78% of consumers expect personalized content. Example: Through its “Hosted Walks”, Airbnb’s hosts illuminate points of interests along a walking journey. Google is responding to micromoments in four ways: • Localized search results (the 3-pack) • Rich Snippets/Article Cards • Knowledge Cards/Answer Boxes • Video results A presence on YouTube is vital, not just because videos are showing up in Google search results, but because people are now using YouTube as a search engine in itself. Here is Katie Fellenz's slides from the 2016 SDAMA 'Middle of the Funnel' conversion discussion on Content Marketing.

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