This document discusses influencer marketing and content marketing strategies. It notes that the average attention span in 2015 was 25 seconds. It then discusses the different phases of the customer journey and how to match content to different phases. It suggests that users want informational, navigational, and transactional content. It provides examples of content types that could be used at different stages of the customer journey, from awareness to results. The document advocates using a mix of content types like articles, comparisons, reviews, how-to guides, and social sharing to engage customers throughout the purchase process.

1. Web Su Carta Presenta "Influencer Marketing" di Matteo Pogliani
8 Aprile 2016

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FEDERICO SIMONETTI
Growth Hacker, Co-founder di
Growth Hound e appassionato
di cose belle, fatte bene, buone
e giuste. A volte non sono
antipatico.

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SEO + Content = 💓
@sleepingcreep

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25
Average attention span in 2015
@sleepingcreep

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Average attention span in 2015
Other
Less than 4 sec.
More than 10 min.
@sleepingcreep

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Fasi di acquisto

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Fasi di acquisto Fasi di esperienza

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Fasi di acquisto Fasi di esperienza
Contenuti differenti

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Perché gli utenti non
convertono?

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Perché gli utenti non
convertono?
Semplice.

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Non gli stai
dando quello
che vogliono

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What users want?

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What users want?
• Know ⇨ Informazionali

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What users want?
• Know ⇨ Informazionali
• Go ⇨ Navigazionali

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What users want?
• Know ⇨ Informazionali
• Go ⇨ Navigazionali
• Do ⇨ Transazionali

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Es. Keyword “scarpe”
Tool: SEOzoom

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Es. Keyword “scarpe”
Tool: SEOzoom
navigazionali
Navigazionali
Informazionali
Transazionali

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awareness consideration Risk allev. Decision Results
Guest post
Which content?

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awareness consideration Risk allev. Decision Results
How to

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awareness consideration Risk allev. Decision Results
Recensioni

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awareness consideration Risk allev. Decision Results
Landing page

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awareness consideration Risk allev. Decision Results
Case hist.

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Awareness Consider. Risk. Allev. Decision Results
Know Articolo
generalista
Comparazione
Opinioni degli
utenti
Recensioni utenti Case histories
Go Blog specializzato
Tool di
comparazione
FAQ Pagina prodotto
Assistenza post
vendita
Do How To Videotutorial
Live chat/form di
contatto
Ecommerce
Condivisione sui
social

34. prossimo appuntamento: (data)