Content Marketing Strategy - Using Data Mining to Discover Buying Objections

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This document discusses using content marketing to address buying objections and help move customers through the sales process. It recommends using informational, transactional, and navigational content at the early "research" and "consider" stages to help prospects understand problems and present solutions. Specific content types and formats are suggested, such as blog posts, FAQs, games, tools and infographics. Historical keyword data, on-site search logs, forums and QA sites should be utilized to identify relevant topics. The overall message is that creating useful content can help sell by informing strategy and addressing objections.

BUYING OBJECTIONS
& problem-solving content!

Organic digital marketing
G
Global
Campaigns
G
Creativity &
Connection
G
Delight &
Inform
Organic digital marketing

CREDITS
Best Use of Search –
Retail*
Fast Growth –
Wirehive 100 Awards
Hreflang Sitemaps
*UK Search Awards

90%of consumers…
…find custom content
useful
TMG CUSTOM MEDIA

61%of consumers…
…feel better about a
business -more likely to buy
CUSTOM CONTENT COUNCIL

Consultative “Sell”
Experiential
Selling Value
Solution

• research
• Ask
• listen
• Teach
• Qualify
• close
Six steps in consultative sales
http://blog.hubspot.com/customers/bid/172099/The-Consultative-Sales-Process-6-Principles

• research
• Ask
• listen
• Teach
• Qualify
• close
Appliedto content marketing
Find Problems
Present Solutions

“pictures of dead people “
“divorce laws in ohio”
“names of females
murdered or found dead in
pomona california in 2005”
“how to kill your wife”
“aftermath of incest”
“who is not allowed to adopt”
“free remote keyloggers”
“the sociopathic relationship”

Informational Transactional Navigational
Research Consider Decide

“Not
provided”
MEANS NO ACCESS
TO QUERY DATA

Utilise…
Historical
keyword data
On-site search
logs

Kayak
Sea Kayak
Crossover Kayak
G
Dagger
Dagger Kayak
Axis Kayak

:kayak OR canoe
:kayak –canoe
:“daggar kayak”
: daggar kayak

site:mumsnet.com –local.mumsnet.com kayak
data goldmine…

Fix All 404
Stowing hatch
big enough for a
tent?
Will I be able
to kayak
again?
Fear of capsizing

• Strip Noise words
• Group synonyms (Fear+ Phobia)
• Group into taxonomic types
• Count of themes
• Data case for topic & scheduling
AnalysingCommon Themes

• Simple blog posts
• faqs
• Games
• Tools
• Infographics
Content mechanics

Top 10 Packing Hacks for a Kayaking Weekend

Las Palmas Ocean Kayaks
Where to kayak: An interactiveguide
An amazing ocean kayaking experience
in the white waters of the Canary
Islands, provides an amazing ocean
kayaking experience in the white waters
of the Canary Islands. Sun, sea, air,
water and more.

buying objections
Inform content strategy at
“research” and “consider”
stages & sell with content!

Can we help?
Tel: +44(0)1256 384 890
E-mail: nichola.stott@themediaflow.com
Twitter: @NicholaStott
Web: www.themediaflow.com

Jamie Whalen, Manager of Content Marketing at Lionbridge explains what it takes to launch and maintain a content marketing hub for your audience. Jamie provided practical guidance that you can use to create and execute a measurable content marketing strategy at your company that will impact your bottom line. This was originally presented at Curata's Content Marketing Forum in Boston on 10/29/14.

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Content Marketing Strategy - Using Data Mining to Discover Buying Objections

1. BUYING OBJECTIONS & problem-solving content!

2. Organic digital marketing G Global Campaigns G Creativity & Connection G Delight & Inform Organic digital marketing

3. CREDITS Best Use of Search – Retail* Fast Growth – Wirehive 100 Awards Hreflang Sitemaps *UK Search Awards

4. Content Marketing

5. Discover Social, attraction, Awareness

6. Research

7. Consider

8. BUY User guides, Aftercare Decide

9. 90%of consumers… …find custom content useful TMG CUSTOM MEDIA

10. 61%of consumers… …feel better about a business -more likely to buy CUSTOM CONTENT COUNCIL

11. Content Marketing

12. Consultative “Sell” Experiential Selling Value Solution

13. • research • Ask • listen • Teach • Qualify • close Six steps in consultative sales http://blog.hubspot.com/customers/bid/172099/The-Consultative-Sales-Process-6-Principles

14. • research • Ask • listen • Teach • Qualify • close Appliedto content marketing Find Problems Present Solutions

15. Problem? WhatProblem?

16. “pictures of dead people “ “divorce laws in ohio” “names of females murdered or found dead in pomona california in 2005” “how to kill your wife” “aftermath of incest” “who is not allowed to adopt” “free remote keyloggers” “the sociopathic relationship”

17. Informational Transactional Navigational Research Consider Decide

18. “Not provided” MEANS NO ACCESS TO QUERY DATA

19. Utilise… Historical keyword data On-site search logs

20. FORUMS & QA Sites

21.

22. Pick A Product

23. seed terms Product name, brand and product brand combinations

24. Kayak Sea Kayak Crossover Kayak G Dagger Dagger Kayak Axis Kayak

25. Connectivity

26. :kayak OR canoe :kayak –canoe :“daggar kayak” : daggar kayak

27. site:mumsnet.com –local.mumsnet.com kayak data goldmine…

28. Fix All 404 Stowing hatch big enough for a tent? Will I be able to kayak again? Fear of capsizing

29. DataMiner Chrome Extension

30. XLS or Google doc

31. • Strip Noise words • Group synonyms (Fear+ Phobia) • Group into taxonomic types • Count of themes • Data case for topic & scheduling AnalysingCommon Themes

32. Mechanics

33. • Simple blog posts • faqs • Games • Tools • Infographics Content mechanics

34. Top 10 Packing Hacks for a Kayaking Weekend

35. Las Palmas Ocean Kayaks Where to kayak: An interactiveguide An amazing ocean kayaking experience in the white waters of the Canary Islands, provides an amazing ocean kayaking experience in the white waters of the Canary Islands. Sun, sea, air, water and more.

36. buying objections Inform content strategy at “research” and “consider” stages & sell with content!

37. Can we help? Tel: +44(0)1256 384 890 E-mail: nichola.stott@themediaflow.com Twitter: @NicholaStott Web: www.themediaflow.com

Content Marketing Strategy - Using Data Mining to Discover Buying Objections

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