NextLeft VP of Marketing, Katie Fellenz, presented for the San Diego American Marketing Association's monthly meet-up, alongside Blue Hornet, to help marketers learn to use content to nurture leads throughout the entire funnel.

1. #SDAMA
#SDAMA
Content: Your
Digital Salesperson
Katie Fellenz
Vice President, Marketing
NextLeft

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Source: McKinsey&Company

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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

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https://www.youtube.com/watch?v=cplXL-E1ioA&feature=youtu.be

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Be There Be Useful Be Relevant

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How is Google adapting?

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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

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Localized Results: What’s Happening?

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Heat Map: Local 3-Pack Local 3-Pack Searches
Localized Results: Why Does It Matter?

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Rich Snippets (Article Cards): What’s Happening?

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Knowledge Cards: What’s Happening?

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Knowledge Cards: Why Does It Matter?

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Video Results: What’s Happening?

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Video Results: Why Does It Matter?

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How can brands adapt?

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where have we been?
CURRENT CONTENT
Be There.
Be Useful.
Be Relevant.
The MOVING PROCESS
Early Moving
Research
Moving Process &
Education
Services & Price
Research

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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…

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“Moving Tips”
8,100 MSV
Mobile SERPs

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Mobile Experience
“Moving Tips”
8,100 MSV

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Mobile Experience
“Moving Tips”
8,100 MSV

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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

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Get Ideas Look UpInfo Make Decisions
B E U S E F U L

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Get Ideas Look UpInfo Make Decisions
B E U S E F U L

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Get Ideas Look UpInfo Make Decisions
B E U S E F U L

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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…

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https://www.thinkwithgoogle.com/interviews/airbnb-uses-mobile-to-give-tourists-a-local-experience.html

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Thank You!
katie.fellenz@nextleft.com