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Why your content strategy is failing - Brighton SEO
- 1. Why Your Content Strategy Is Failing – A Neuroscience-based Session Kenda Macdonald | Automation Ninjas SLIDESHARE.NET/ @_KendaMacdonald
- 2. WELL HELLO THERE It’s me! Kenda! Hi! @_KendaMacdonald @AutomatioNinjas #brightonSEO
- 3. HOW BRAINS BUY WEEKLY WORKBOOKS WEBINAR
- 8. HEIGHTEN THE POSITION OF YOUR BRAND QUALITY CONTENT AND POSITIONING * WHY CONTENT MARKETING WORKS SO WELL* #brightonSEO @_KendaMacdonald
- 9. MUST ADD VALUE MUST SOLVE A PROBLEM #brightonSEO @_KendaMacdonald
- 10. WHAT THIS MEANS FOR CONTENT WEEKLY WORKBOOKS WEBINAR
- 11. DOES CONTENT MARKETING STILL WORK? 3 x more likely to generate high ROI You’re not distributing it/ there are no CTAs 2 3 Generates 3x as many leads and leads cost 62% less ROI gone up by 300% It’s not valuable 1 It’s not strategic #brightonSEO @_KendaMacdonald
- 12. 82% OF CONSUMERS ARE LOOKING FOR CONTENT TO HELP THEM 71% OF B2B USE FOR VALIDATION 61% OF B2C PURCHASE DIRECTLY FROM CONTENT #brightonSEO @_KendaMacdonald
- 13. THE AWARENESS STAGES WEEKLY WORKBOOKS WEBINAR
- 14. AWARENESS #brightonSEO @_KendaMacdonald Completely Unaware Problem Aware Solution Aware Product Aware Most Aware
- 15. RUNNING JOURNEY #brightonSEO @_KendaMacdonald Completely Unaware Problem Aware Solution Aware Product Aware Most Aware Running outside will be fun! Puddles are a thing I need winter trail running gear I need winter running gear Thermal tights Layers Waterproof trainers Snow is a thing Being cold sucks Budget Reputation Reviews Comparisons Purchase
- 19. #brightonSEO @_KendaMacdonald PURCHASE PROBLEMS Journey was full of dead ends No central point of truth for information The “experts” didn’t help at any point in the process I have no brand loyalty – I am now a price buyer
- 20. #brightonSEO @_KendaMacdonald PURCHASE PROBLEMS Mismatch of keyword/ topic to intent No strategic directionality Missed opportunity to catch the consumption cycle I took no action on brand owned sites – purchasing from Amazon instead
- 21. ROUNDING UP WEEKLY WORKBOOKS WEBINAR
- 22. ROUND UP #brightonSEO @_KendaMacdonald Plan for awareness – at each stage Add *relative* value to keep the brain happy Match content strategically throughout the whole journey Be strategic with your content directionality to increase conversions
Editor's Notes
- Welcome KM , author of the award winning book – hack the buyer brain and founder of AN, specialists in BMA We help businesses build amazing customer journeys that convert more customers that are happier and spend more money. I want to share something really cool with you – I want to show you the ONE big thing that we do help our clients double their customer spend. The strategy behind it, as well as why and how we do this. This strategy has added over a million to the bottom line of one of our clients, doubled another’s business entirely and continues to help others grow between 20% and 50% every year. It’s really cool, it’s quite simple, and it fixes a lot of problems. So let’s dig in shall we?
- Buy, who are interested
- Buy, who are interested
- Buy, who are interested
- The earlier you start – the longer you have to influence this
- Inbound marketing is 3x more likely to generate a high ROI than outbound Businesses that focus heavily on inbound efforts drive leads that cost 61% less than outbound leads. And content marketing’s ROI has risen 300% in the past couple years. 1 - Don’t have a lead magnet / it’s not good Not having one problem it solves Not specific enough Doesn’t solve a problem at all Not about the customer / too promotional (sales/ brochure) Newsletter sign up is not a lead magnet Not aligned with your services 2 – You’re not distributing it Wrong format, must suit audience People need to see it: - ads - blogs that get traffic - just finding where your audience hangs out being there - your network - your own list! 3 – You’re not following up Classic mistake Take 7 touch points, in reality you need to be consistent with your communications No good having something that doesn’t lead to customers – just vanity
- HELP Is what we focus on. How you stay relevant, provide helpful content 71% of B2B consumers read the businesses blog before buying to validate their decision 61% of B2C consumers purchase as a result of the content they have consumed prior to purchase
- Needs and wants change at each stage
- Needs and wants change at each stage
- Mismatching of keyword/ topic to intent
- Mismatching of keyword/ topic to intent