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Before The Moment Of Intent:

Utilizing Content To Shape The Customer Journey




                                      John Harris
                                  Location3 Media
@netharris

#AAFCOS
EXHIBIT A
THE TRADITIONAL MENTAL MODEL OF MARKETING




S3mulus	
            First	
            Second	
  
                   Moment	
             Moment	
  
                   of	
  Truth	
        of	
  Truth	
  
                       Sales	
           Experience	
  
                  Representa3ve,	
  
                    Website	
  or	
  
                     In-­‐store	
  
THE NEW MENTAL MODEL OF MARKETING




S3mulus	
                                                                                           First	
            Second	
  
                                                                                                  Moment	
             Moment	
  
                                                                                                  of	
  Truth	
        of	
  Truth	
  
                        Pre-­‐Tail	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
          Sales	
          Experience	
  
                  Research,	
  Educa3on,	
                                                       Representa3ve,	
  
                       Valida3on	
                                                                 Website	
  or	
  
                                                                                                    In-­‐store	
  
In 2010, we needed information from 5.4 sources before making a purchase.
                  By the end of 2011, we needed 10.4.	
  




                                                                     Source: Jay Baer, Convince and Convert
The Buyer’s Journey: A consumer-directed, socially-influenced, brand-inspired pursuit of truth and opportunity.


                      Research                  Content                Content


           Interest                                         Retail                Validation

Content               Intent                  Communities


                                    Brands

                        Input                                         Discovery                Decision
            Content               Friends                                          Content


                                              Authorities

                                                            Content
SEARCH




LEADS   CONTENT   SOCIAL




         BRAND
CONTENT
BRAND STORYTELLING
SHARED SOCIALLY
DRIVES ENGAGEMENT
IMPACTS SEARCH RANK
DELIVERS LEADS



DON’T THINK OF IT AS MARKETING
IT’S HOW A BRAND LIVES IN THE DIGITAL WORLD
CONTENT AND SEO
                      Brand Website                                                    Keywords
          Brand Social Media Assets                                                    Title tags
         Press Release Optimization                                                    URLs
              Directory Submissions                 Content         Website            META data
                       Link-building              Distribution    Optimization         Images
        Blogger/Influencer Outreach                                                     Text
                    Guest Blog Posts                                                   Headers
                  Social Syndication                                                   Internal linking

                                                            Content
                                                          Development
Online distribution and engagement of unique,                                         Onsite keyword structure can
fresh and relevant content can influence over                                         influence over 25% of organic
        50% of organic ranking factors                                                       ranking factors
                                                                Blog
                                                Product/Service/Category Sub-pages
                                                         Resource Section
                                                     Infographics, Video, Posts
THE MOMENT OF INTENT


                                    Awareness
                       Interest



                                  Intent        Keyword-centric content
                                                •  Relevant to the search query




                             Decision
We spend only 3% of our time
 online using search engines
MOMENTS OF PRE-INTENT


                                           Awareness
Context-centric content
•  Relevant to the point of   Interest
    distribution


                                         Intent




                                    Decision
SHOW STETSON




“PORK PIE
   HAT”        “FELT HAT”
MOMENTS OF PRE-INTENT
                                             Discovery-centric content
                                             •  Relevant and Valuable to
                                                 someone’s life

                                 Awareness
                    Interest



                               Intent




                          Decision
Content marketing is educating and inspiring people enough to do business with you.
Nothing that comes out of the mouth of a brand or any other institution has remotely the

influence of what comes from the mouths of 7 billion bystanders freely trading opinions online.
Information + Inspiration x Influence = Intent
Great Content Doesn’t Just Happen
Understand The   Understand The
 Needs of Your                      Deliver Value To
                 Behavior of Your
                                     Your Audience
   Audience         Audience
Sell something and you make a customer today. Help someone and you make a customer for life.   @jaybaer
Content = YOUTILITY

                      Source: Jay Baer, Convince and Convert
INSPIRATION
RELEVANT FUN
PRODUCT
THE L3 CONTENT INTEGRATION MODEL
                                            CUSTOMER-CENTRIC, PLATFORM-NEUTRAL
                         How is your                              Keywords,                                                                   Owned,                        Refine
                      content intended to                                                             Create, Curate &
                                                               Formats, Channels                                                           Earned & Paid                    Rinse
                      serve the needs of                           & Owners
                                                                                                         Repurpose
                                                                                                                                              Media                         Repeat
                       your customers?




AUDIENCE                 PURPOSE              AUDIT            FRAMEWORK           STRATEGY           CREATION           OPTIMIZATION     DISTRIBUTION     MEASURE        OPTIMIZATION




   Who is your                              Evaluate Content                        Brand Narrative                         Findability                     Findability
content intended to                            Inventory &                          Content Pillars                        Shareability                    Shareability
      serve                                   Performance                          Content Calendar                        Performance                     Performance
The Human Behind The Click
	
  
DEMOGRAPHICS
PERSONAS

   Demographics

  Psychographics

Personal Motivations

    Pain Points

Brand Requirements

  Digital Behavior

  Digital Channels
Meet C
         hristy
her husband
                                                             ng in Phoenix, Arizona with
          Christy is a 45  year old wife and mother livi                ancial advisor and the girl’s
                                                                                                      activity
          Kevin and their two girls.  Between her career as a fin                 sts. Her simple goal is one
                                          tively  prioritize time for her intere
          schedules, Christy has to ac                                      recipe, read one chapter of
                                                                                                           this
                                        t with one friend, try one new
          “me thing” a day – connec                                ds a busy life but wouldn’t
                                                                                                 have it any
          month’s book club     selection before bed. She lea
           other way.
                                                                                    time and unwind, usually
                                             y va cation to foster quality family
           Every year she plans a 10 da                                     ir as a daily reminder to sm
                                                                                                          ile
                                          urns with one special souven
           on a beach. She always ret
                                             e.
            and breathe amidst the hustl
                                                                                                      her suit
                                                                       sionally. When she takes off
            Christy’s work demand    s that she dress very profes                n’t look sloppy. Christy has
                                               in something comfy that does
            after work she wants to relax                                     h both pregnancies. Kevin tel
                                                                                                              ls
                                            ars, having gained weight wit
             been a size 14 for many ye                           ortable with her body, but sh
                                                                                                  e gets
             her every day tha  t she’s beautiful. She’s comf                         men. Christy wants

Christy
                                                       g plus-sized options for wo
             frustrate d with the limited and borin                                vibrant life.
                                                   get dressed and reflect her
             clothe s that make her excited to
              	
  
SMB IT Managers	
                                     Enterprise IT Managers	
                                             Enterprise CIOs	
  
                   Typically male                                        Typically male                                                Typically male
                   Late 20’s to early 40’s                               Mid 30’s to early 40’s                                        40’s – early 50’s
Demographics
                   Wide range of work experience depending on            +/- 15 years as an IT professional at both enterprise and     20+ years of experience in IT for enterprise companies
                   industry/age                                          mid-market companies

                   Success – advancing up career ladder                  Success – advancing up career ladder                          Maintaining a successful position
   Personal
                   To never stop growing and learning                    To never stop growing and learning                            To submit technology to his will
  Motivations      To be perceived as intelligent and capable	
          To prove his mettle as a leader                               To make an impact as a thought leader	
  

                   To leverage technology for impactful innovation	
     To deliver thoroughly vetted recommendations to bosses        Make smart decisions, please stakeholders	
  
 Professional
                   To keep the company working and connected	
           To meet performance goals                                     To help the enterprise operate efficiently and succeed	
  
 Motivations       Cost control due to recession-shrunk budgets	
        To keep the company working and connected                     To build confidence with CEO and C-level team	
  

                   Difficulties of switching providers	
                  Worried about recommending the wrong solution to boss         Bridging gap between his IT team and executives	
  
  Pain Points      Getting adoption among users	
                        Getting adoption among users                                  Needs to prove ROI of his decisions
                   Need for scalability	
                                Need for scalability                                          Balancing breadth and depth of IT knowledge	
  

                   Ease of deployment, training, and adoption            Ease of deployment, training, and adoption                    Must be transformational, yet reliable
    Brand
                   Affordable, scalable solution                         Reliable and impactful on business goals                      ROI must be clearly demonstrated
 Requirements      “Help me be the game-changer”	
                       “Help me advance up the ladder”                               “Help me stay on top”	
  

                   Research, Learn, Watch, Read, Listen, Shop, Share,    Research, Learn, Watch, Read, Listen, Shop, Share, Like,
Digital Behavior                                                                                                                       Research, Learn, Read, Publish, Share, Like, Communicate	
  
                   Like, Comment, Communicate	
                          Comment, Communicate	
  

                   Industry News,	
  Sports, Music, Finance, Movies,     Industry News,	
  Business, Sports, Music, Finance, Movies,
Digital Channels                                                                                                                       Industry News,	
  Business, Sports, Finance, Social Media	
  
                   Social Media	
                                        Social Media	
  
Map The Path To Purchase
                                                                                       For Your Brand
                     Research               Content                Content


          Interest                                      Retail                Validation

Content              Intent               Communities


                                Brands

                      Input                                       Discovery                Decision
          Content               Friends                                        Content


                                          Authorities

                                                        Content
TOOLS FOR GENERATING PERSONAS
Primary Research

Secondary Research

Attribution Modeling

Keyword and Search Insights Tools (Google Adwords, Soovle, Uber Suggest)

Social Monitoring

Facebook Ad Manager

Online Forums

Sales Force/Store-Level Employees/CRSs

Customer Feedback Loops
Content Pillars
CONTENT PILLARS INFORMATION & INSPIRATION


  I     • Product (rational benefits, features, value)
 II     • Customer Segments (application, education)
III     • Brand (promise, emotional benefits, inspiration, motivation)

IV      • Lifestyle (personal & professional growth, knowledge,
           entertainment)
CONTENT PILLARS EXAMPLE
CONTENT PILLARS



1.    Product and Brand
2.    Enjoying a Better Internet Experience
3.    Powering Your Lifestyle
4.    Timely Content
2. ENJOYING A BETTER
INTERNET EXPERIENCE
2. ENJOYING A BETTER
INTERNET EXPERIENCE
2. ENJOYING A BETTER
                                                INTERNET EXPERIENCE




Example Content:
Infographic for Distribution to Personal Finance Blogs

“Three Steps for Ensuring You Found the Best Deal”

Offers practical resources including shopping search
engines, coupon code sites, and alternative places to look
such as Ebay and Craigslist.
2. ENJOYING A BETTER
                                        INTERNET EXPERIENCE




Example Content:
Guest Post on Internet Safety Blog

“Scam School: Avoiding the Next Generation of
Nigerian Princes”

Many internet users are familiar with the common
“Nigerian prince” scam setup, but may be unaware of
other similar setups with a different story. Concludes
with practical resources for identifying potential
scams.
CONTENT PILLARS
  Keyword-centric

  Customer-centric

   Brand-centric

    Idea-centric

 Distribution-centric
Content Amplification
Each piece of content should be optimized and distributed across owned, earned/shared and paid media channels.
                                              Below is a sample distribution list for a SINGLE content piece.


                                                                                                 Social                 Blogger
                                 LinkedIn                   Pin-                    You-         Synd-                    Out-       Influencer    Comm-
                     Twitter     Channel      Forums       terest      PRWeb        Tube                                             Out-reach   unity Q&A
                                                                                                ication                  reach


          Earned/
          Shared                                                                                           Outreach
           Media


                                                                                                                        Media         Comm-        Blog
                      Face-       Google      LinkedIn                  Four-      Pitch-                                Out-          unity      Comm-
                      book          +          Group       Flickr      square      Engine       Email
                                                                                                                        reach        Outreach     enting


Content
 piece



                     Landing      Internal                                                                             Promoted       Paid
                      Page        Linking     Forum                                                                     Tweets       Search        GDN



          Owned                                                                                             Paid
          Media                                                                                             Media


                                  Thank                                                                                  Face-
                                   You                                                                                   book        LinkedIn
                     Website                   Blog                                                                                    Ads        Display
                                  Page                                                                                    Ads
So…can you tell me if
  the campaign was
     successful?




                        Of course it was.	
  
MEASURING SOCIAL & CONTENT INITIATIVES


               Audience/Awareness        Views/Consumption




               Engagement                Sharing




               Actions                   Search Impact

  @Location3
U7
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Before The Moment of Intent: Utilizing Content to Shape The Buyer's Journey

  • 1. Before The Moment Of Intent: Utilizing Content To Shape The Customer Journey John Harris Location3 Media
  • 3.
  • 4.
  • 5.
  • 7. THE TRADITIONAL MENTAL MODEL OF MARKETING S3mulus   First   Second   Moment   Moment   of  Truth   of  Truth   Sales   Experience   Representa3ve,   Website  or   In-­‐store  
  • 8. THE NEW MENTAL MODEL OF MARKETING S3mulus   First   Second   Moment   Moment   of  Truth   of  Truth   Pre-­‐Tail                               Sales   Experience   Research,  Educa3on,   Representa3ve,   Valida3on   Website  or   In-­‐store  
  • 9. In 2010, we needed information from 5.4 sources before making a purchase. By the end of 2011, we needed 10.4.   Source: Jay Baer, Convince and Convert
  • 10.
  • 11. The Buyer’s Journey: A consumer-directed, socially-influenced, brand-inspired pursuit of truth and opportunity. Research Content Content Interest Retail Validation Content Intent Communities Brands Input Discovery Decision Content Friends Content Authorities Content
  • 12. SEARCH LEADS CONTENT SOCIAL BRAND
  • 13. CONTENT BRAND STORYTELLING SHARED SOCIALLY DRIVES ENGAGEMENT IMPACTS SEARCH RANK DELIVERS LEADS DON’T THINK OF IT AS MARKETING IT’S HOW A BRAND LIVES IN THE DIGITAL WORLD
  • 14. CONTENT AND SEO Brand Website Keywords Brand Social Media Assets Title tags Press Release Optimization URLs Directory Submissions Content Website META data Link-building Distribution Optimization Images Blogger/Influencer Outreach Text Guest Blog Posts Headers Social Syndication Internal linking Content Development Online distribution and engagement of unique, Onsite keyword structure can fresh and relevant content can influence over influence over 25% of organic 50% of organic ranking factors ranking factors Blog Product/Service/Category Sub-pages Resource Section Infographics, Video, Posts
  • 15. THE MOMENT OF INTENT Awareness Interest Intent Keyword-centric content •  Relevant to the search query Decision
  • 16.
  • 17. We spend only 3% of our time online using search engines
  • 18. MOMENTS OF PRE-INTENT Awareness Context-centric content •  Relevant to the point of Interest distribution Intent Decision
  • 19. SHOW STETSON “PORK PIE HAT” “FELT HAT”
  • 20. MOMENTS OF PRE-INTENT Discovery-centric content •  Relevant and Valuable to someone’s life Awareness Interest Intent Decision
  • 21.
  • 22. Content marketing is educating and inspiring people enough to do business with you.
  • 23. Nothing that comes out of the mouth of a brand or any other institution has remotely the influence of what comes from the mouths of 7 billion bystanders freely trading opinions online.
  • 24. Information + Inspiration x Influence = Intent
  • 25. Great Content Doesn’t Just Happen
  • 26. Understand The Understand The Needs of Your Deliver Value To Behavior of Your Your Audience Audience Audience
  • 27.
  • 28.
  • 29. Sell something and you make a customer today. Help someone and you make a customer for life. @jaybaer
  • 30.
  • 31. Content = YOUTILITY Source: Jay Baer, Convince and Convert
  • 32.
  • 33.
  • 37.
  • 38.
  • 39. THE L3 CONTENT INTEGRATION MODEL CUSTOMER-CENTRIC, PLATFORM-NEUTRAL How is your Keywords, Owned, Refine content intended to Create, Curate & Formats, Channels Earned & Paid Rinse serve the needs of & Owners Repurpose Media Repeat your customers? AUDIENCE PURPOSE AUDIT FRAMEWORK STRATEGY CREATION OPTIMIZATION DISTRIBUTION MEASURE OPTIMIZATION Who is your Evaluate Content Brand Narrative Findability Findability content intended to Inventory & Content Pillars Shareability Shareability serve Performance Content Calendar Performance Performance
  • 40. The Human Behind The Click
  • 42. PERSONAS Demographics Psychographics Personal Motivations Pain Points Brand Requirements Digital Behavior Digital Channels
  • 43.
  • 44. Meet C hristy
  • 45. her husband ng in Phoenix, Arizona with Christy is a 45 year old wife and mother livi ancial advisor and the girl’s activity Kevin and their two girls. Between her career as a fin sts. Her simple goal is one tively prioritize time for her intere schedules, Christy has to ac recipe, read one chapter of this t with one friend, try one new “me thing” a day – connec ds a busy life but wouldn’t have it any month’s book club selection before bed. She lea other way. time and unwind, usually y va cation to foster quality family Every year she plans a 10 da ir as a daily reminder to sm ile urns with one special souven on a beach. She always ret e. and breathe amidst the hustl her suit sionally. When she takes off Christy’s work demand s that she dress very profes n’t look sloppy. Christy has in something comfy that does after work she wants to relax h both pregnancies. Kevin tel ls ars, having gained weight wit been a size 14 for many ye ortable with her body, but sh e gets her every day tha t she’s beautiful. She’s comf men. Christy wants Christy g plus-sized options for wo frustrate d with the limited and borin vibrant life. get dressed and reflect her clothe s that make her excited to  
  • 46. SMB IT Managers   Enterprise IT Managers   Enterprise CIOs   Typically male Typically male Typically male Late 20’s to early 40’s Mid 30’s to early 40’s 40’s – early 50’s Demographics Wide range of work experience depending on +/- 15 years as an IT professional at both enterprise and 20+ years of experience in IT for enterprise companies industry/age mid-market companies Success – advancing up career ladder Success – advancing up career ladder Maintaining a successful position Personal To never stop growing and learning To never stop growing and learning To submit technology to his will Motivations To be perceived as intelligent and capable   To prove his mettle as a leader To make an impact as a thought leader   To leverage technology for impactful innovation   To deliver thoroughly vetted recommendations to bosses Make smart decisions, please stakeholders   Professional To keep the company working and connected   To meet performance goals To help the enterprise operate efficiently and succeed   Motivations Cost control due to recession-shrunk budgets   To keep the company working and connected To build confidence with CEO and C-level team   Difficulties of switching providers   Worried about recommending the wrong solution to boss Bridging gap between his IT team and executives   Pain Points Getting adoption among users   Getting adoption among users Needs to prove ROI of his decisions Need for scalability   Need for scalability Balancing breadth and depth of IT knowledge   Ease of deployment, training, and adoption Ease of deployment, training, and adoption Must be transformational, yet reliable Brand Affordable, scalable solution Reliable and impactful on business goals ROI must be clearly demonstrated Requirements “Help me be the game-changer”   “Help me advance up the ladder” “Help me stay on top”   Research, Learn, Watch, Read, Listen, Shop, Share, Research, Learn, Watch, Read, Listen, Shop, Share, Like, Digital Behavior Research, Learn, Read, Publish, Share, Like, Communicate   Like, Comment, Communicate   Comment, Communicate   Industry News,  Sports, Music, Finance, Movies, Industry News,  Business, Sports, Music, Finance, Movies, Digital Channels Industry News,  Business, Sports, Finance, Social Media   Social Media   Social Media  
  • 47. Map The Path To Purchase For Your Brand Research Content Content Interest Retail Validation Content Intent Communities Brands Input Discovery Decision Content Friends Content Authorities Content
  • 48. TOOLS FOR GENERATING PERSONAS Primary Research Secondary Research Attribution Modeling Keyword and Search Insights Tools (Google Adwords, Soovle, Uber Suggest) Social Monitoring Facebook Ad Manager Online Forums Sales Force/Store-Level Employees/CRSs Customer Feedback Loops
  • 50. CONTENT PILLARS INFORMATION & INSPIRATION I • Product (rational benefits, features, value) II • Customer Segments (application, education) III • Brand (promise, emotional benefits, inspiration, motivation) IV • Lifestyle (personal & professional growth, knowledge, entertainment)
  • 52. CONTENT PILLARS 1.  Product and Brand 2.  Enjoying a Better Internet Experience 3.  Powering Your Lifestyle 4.  Timely Content
  • 53. 2. ENJOYING A BETTER INTERNET EXPERIENCE
  • 54. 2. ENJOYING A BETTER INTERNET EXPERIENCE
  • 55. 2. ENJOYING A BETTER INTERNET EXPERIENCE Example Content: Infographic for Distribution to Personal Finance Blogs “Three Steps for Ensuring You Found the Best Deal” Offers practical resources including shopping search engines, coupon code sites, and alternative places to look such as Ebay and Craigslist.
  • 56. 2. ENJOYING A BETTER INTERNET EXPERIENCE Example Content: Guest Post on Internet Safety Blog “Scam School: Avoiding the Next Generation of Nigerian Princes” Many internet users are familiar with the common “Nigerian prince” scam setup, but may be unaware of other similar setups with a different story. Concludes with practical resources for identifying potential scams.
  • 57. CONTENT PILLARS Keyword-centric Customer-centric Brand-centric Idea-centric Distribution-centric
  • 59. Each piece of content should be optimized and distributed across owned, earned/shared and paid media channels. Below is a sample distribution list for a SINGLE content piece. Social Blogger LinkedIn Pin- You- Synd- Out- Influencer Comm- Twitter Channel Forums terest PRWeb Tube Out-reach unity Q&A ication reach Earned/ Shared Outreach Media Media Comm- Blog Face- Google LinkedIn Four- Pitch- Out- unity Comm- book + Group Flickr square Engine Email reach Outreach enting Content piece Landing Internal Promoted Paid Page Linking Forum Tweets Search GDN Owned Paid Media Media Thank Face- You book LinkedIn Website Blog Ads Display Page Ads
  • 60. So…can you tell me if the campaign was successful? Of course it was.  
  • 61. MEASURING SOCIAL & CONTENT INITIATIVES Audience/Awareness Views/Consumption Engagement Sharing Actions Search Impact @Location3
  • 62. U7