Short attention spans versus super engagement? Talking about millennials and their short attention spans, totally ignores that this is at the top of the funnel. Further down and millennials are incredibly engaged and spend much time consuming the minutiae of what they are into. So how to determine what type of content to produce for each stage of the audience or customer relationship and for conversion? Speaker: Matthew Tulett – entrepreneur, CTO, online presence strategist, Angel investor

1. CONTEXT
IS
KING
MATTHEW TULETT

2. ABOUT ME
Angel Investor
Entertainment to Tech to Medical to Finance
Portfolio of Websites
Toys to Pets to Outdoors to Autos

3. MICRO-FORMATS ARE KILLING IT BUT….

4. MICRO-FORMATS ARE KILLING IT BUT….
Binge Watching TV
73% ages 18-29
37% ages 65+

5. MICRO-FORMATS ARE KILLING IT BUT….
Binge Watching TV
73% ages 18-29
37% ages 65+
Twitch
95 minutes per day on average

6. MICRO-FORMATS ARE KILLING IT BUT….
Reviews
Twice as many millenials always look at
online reviews compared to 60+

7. MICRO-FORMATS ARE KILLING IT BUT….
Reviews
Twice as many millenials always look at
reviews compared to 60+
73% say written reviews matter more than
star/number rating

8. MICRO-FORMATS ARE KILLING IT BUT….
Reviews Matter
Twice as many millenials always look at
reviews compared to 60+
73% say written reviews matter more than
star/number rating
4 out of 5 say online reviews are as good as a
personal recommendation

9. THE BUYER’S JOURNEY

10. THE BUYER’S JOURNEY (AIDA FUNNEL)

11. THE BUYER’S JOURNEY (AIDA FUNNEL)

12. THE BUYER’S JOURNEY (AIDA FUNNEL)

13. HORSES FOR COURSES

14. HORSES FOR COURSES
1. Target the right audience

15. HORSES FOR COURSES
1. Target the right audience
2.Earn the right to their time

16. HORSES FOR COURSES
1. Target the right audience
2.Earn the right to their time
3.Show them where to go next

17. YES, BUT…

18. YES, BUT…
Long form can work at top of funnel

19. YES, BUT…
Long form can work at top of funnel
Do not get fooled by vanity metrics

20. YES, BUT…
Long form can work at top of funnel
Do not get fooled by vanity metrics
Consider your content’s lifetime ROI

21. YES, BUT…
Long form can work at top of funnel
Do not get fooled by vanity metrics
Consider content half-life
Mix it up

22. IN SUMMARY

23. IN SUMMARY
Why this content?

24. THANK
YOU
MATTHEW TULETT