SlideShare a Scribd company logo
STOP BLIND
MARKETING
START SELLING
THROUGH
CONTENT
MATT EVANS
PANCENTRIC DIGITAL
WWW.PANCENTRIC.COM
@PANCENTRIC
@DIGIMATT
I KNOW…
LET’S MAKE OUR SEO
AWESOME WITH
CONTENT
WE’VE STOPPED
STUFFING GOOGLE WITH
KEYWORDS
BUT STARTED STUFFING
IT WITH CONTENT?!
GOOD JOB…
START THINKING:
SELL THROUGH
CONTENT
THE SALES FUNNEL
THE SALES FUNNEL
CONTENT
DOESN’T SELL
CONTENT
DOESN’T SELL
THE SALES
FUNNEL
IS CONTENT
JUST AT
DIFFERENT STAGES
STAGE 1:
UNAWARE
STAGE 2:
KNOW THE SITUATION
STAGE 3:
PRODUCT AWARENESS
STAGE 4:
PURCHASE INTENT
CONTENT FOR SEO
MISSES THE SALES
PROCESS
HOW DO YOU
SELL THROUGH
CONTENT?
INFORM YOUR
AUDIENCE
MORE INFORMED
AUDIENCE
=
MORE LIKELY TO
PURCHASE
RIGHT PLACE
RIGHT TIME
CATCH
ATTENTION
INFORM OF THE
SITUATION
INFORM OF THE
PRODUCT
PUSH TO SALE
DIFFERENT
STAGES
REMARKET TO
CONTENT, NOT JUST
PRODUCTS
MOVE THE CUSTOMER
DOWN THE FUNNEL
UNTIL THEY’RE READY
TO PURCHASE
WON’T GET
FIT NOW
READS ABOUT
POWERSAUCE
PURCHASES
LATER
DIFFERENT CONTENT
FOR DIFFERENT
TOUCH POINTS
POST-PURCHASE
CAMPAIGNS
IT COSTS 5 TIMES
MORE TO ACQUIRE NEW
CUSTOMERS
80% OF FUTURE PROFITS
COME FROM 20% OF
EXISTING CUSTOMERS
REPEAT CUSTOMERS SPEND
33% MORE
THAN EXISTING ONES
HOLD ON TO
EXISTING CUSTOMERS
WON’T WANT
ANOTHER
IPAD NOW
ADD VALUE
TO THE SALE
MOVE THE
CUSTOMER BACK
INTO THE FUNNEL
START THE
PROCESS AGAIN
AUDIENCE
REACTIVE
CONTENT
HOW CAN
YOU
TARGET
THE
UNAWARE?
MORE INFORMED
AUDIENCE
=
MORE LIKELY TO
PURCHASE
REAC
FROM UNAWARE AND
UNREACHABLE
TO SALE
STOP THINKING
ABOUT LINKS.
STOP THINKING
ABOUT
RANKINGS.
STOP THINKING
ABOUT GOOGLE.
STOP BLIND
MARKETING.
START SELLING
THROUGH
CONTENT
MATT EVANS
PANCENTRIC DIGITAL
WWW.PANCENTRIC.COM
@PANCENTRIC
@DIGIMATT

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