Finding Content Gaps: Moving Buyers Through the Funnel | Digital Growth Unleashed
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Casie Gillette presents on finding content gaps to drive the buyer journey. She discusses how 2/3 of survey respondents reported not finding needed content, resulting in lost sales. Content across the buyer journey is essential to purchasing decisions, as 9 out of 10 B2B buyers say content moderately to majorly affects their decisions. She demonstrates analyzing client content performance and mapping it to their buyer journey and goals to identify gaps and improve content strategy.
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Finding Content Gaps: Moving Buyers Through the Funnel | Digital Growth Unleashed
- 1. FINDING CONTENT GAPS: DRIVING THE BUYER JOURNEY #DGU18CASIE GILLETTE
- 2. CASIE GILLETTE • What I Do: Sr. Director, Digital Marketing at KoMarketing • I’m Old: 12 years in Digital Marketing • Things I Like: Content, Dogs, Pizza & Netflix • Find Me: Connect with me on Twitter @casieg. komarketing.com/dgu18
- 6. “ “2/3 of all survey respondents reported not having needed content results in lost sales” #DGU18@CASIEG Source: DemandMetric
- 10. #DGU18@CASIEG
- 11. #DGU18@CASIEG
- 12. #DGU18@CASIEG
- 13. #DGU18@CASIEG
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- 15. #DGU18@CASIEG
- 16. “ “9 out of 10 B2B buyers say online content has a moderate to major effect on their purchasing decisions.” #DGU18@CASIEG Source: Lenati
- 17. Having the right content across the buyer journey is essential to purchasing decisions.
- 20. #DGU18@CASIEG
- 21. #DGU18@CASIEG
- 22. #DGU18@CASIEG
- 23. #DGU18@CASIEG What do our customers want? What do they really, really, really, really want?
- 24. “ “Customers care more about solving their problems quickly and easily than they do being ‘delighted’” #DGU18@CASIEG Source: HBR
- 25. #DGU18@CASIEG
- 26. #DGU18@CASIEG
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- 29. #DGU18@CASIEG
- 30. If people are asking questions through customer support, they likely can’t find the answer on the site.
- 33. #DGU18@CASIEG
- 34. #DGU18@CASIEG
- 37. #DGU18@CASIEG
- 38. #DGU18@CASIEG
- 42. “ “$7-10 trillion in annual consumer spending is motivated by consumer conversation, with 9% driven by social media.’” #DGU18@CASIEG Source: Engagement Labs
- 45. #DGU18@CASIEG FUNNEL YOUR DATA I had an awesome time finding this information!
- 46. #DGU18@CASIEG LET’S MAP IT how much does skyword cost? what are the best content marketing platforms? how to set up content campaigns in skyword who needs content marketing software? what is content marketing software?
- 48. #DGU18@CASIEG
- 49. #DGU18@CASIEG
- 50. #DGU18@CASIEG
- 51. #DGU18@CASIEG buzzsumo.com BREAKING IT DOWN MAP • GAP • RECREATE ANALYZE • CLASSIFY TRAFFIC • LEADS TOP CONTENT
- 57. Which content performed best where?
- 60. THEMETHEME #DGU18@CASIEG ANALYZE • CLASSIFY TYPE FORM THEME CHANNEL FUNNEL • MAIN • BLOG • RESOURCE • NEWS • JOB BOARD • VIDEO • LIST • HOW TO • QUESTION • EBOOK • REPORT • ORGANIC • REFERRAL • EMAIL • PPC • DISPLAY • SOCIAL • KEYWORD • PRODUCT • TOP • MIDDLE • BOTTOM • CUSTOMER
- 61. #DGU18@CASIEG blog post case study ebook video demo whitepaper blog post video questions
- 62. #DGU18@CASIEG questions channels blog post case study ebook video demo whitepaper channels channels channels channels channels blog post video
- 63. #DGU18@CASIEG questions channels blog post case study ebook video demo whitepaper channels channels channels channels channels blog post video
- 64. #DGU18@CASIEG
- 65. Let’s take a closer look
- 67. #DGU18@CASIEG
- 68. THEMETHEME #DGU18@CASIEG ANALYZE • CLASSIFY TYPE FORM THEME CHANNEL FUNNEL • MAIN • BLOG • RESOURCE • NEWS • JOB BOARD • VIDEO • LIST • HOW TO • QUESTION • EBOOK • REPORT • ORGANIC • REFERRAL • EMAIL • PPC • DISPLAY • SOCIAL • KEYWORD • PRODUCT • TOP • MIDDLE • BOTTOM • CUSTOMER
- 70. #DGU18@CASIEG $ RETARGETING PAID SOCIAL BANNERS
- 72. Let’s take a closer look AGAIN...
- 75. #DGU18@CASIEG buzzsumo.com Keyword Target ANSWER BOX MORE QUESTIONS HEYYYYYYY!
- 76. #DGU18@CASIEG
- 78. #DGU18@CASIEG IF YOU’VE GOT IT FLAUNT IT!
- 79. #DGU18@CASIEG buzzsumo.com A CONTENT MARKETER’S JOB: RIGHT TIME RIGHT PLACE RIGHT AUDIENCE RIGHT CONTENT
- 80. #DGU18@CASIEG
- 81. #DGU18@CASIEG
- 82. #DGU18@CASIEG * sorry philly fans. go c’s!
- 83. #DGU18@CASIEG
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- 85. #DGU18@CASIEG