Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Mapping Your Content Marketing Efforts to Your Customer Journey by @staceycav at #fullstack15

4,671 views

Published on

We've got more content budget than we've ever had and that means there is more content to compete with than ever before. It means investing more heavily and more cleverly in content promotion.

With increased budgets comes increased expectation and while your content marketing goals might be linked to links and social shares, your business (or your client's business) may need to see something of more meaning to them.

By mapping content to the customer journey more effectively, we aim to win the brand signals we have been going after but also demonstrating measurable audience growth and even a role in direct and assisted conversions (transactions and leads and ultimately revenue).

This is about that – making your content work harder towards direct customer acquisition.

Published in: Marketing

Mapping Your Content Marketing Efforts to Your Customer Journey by @staceycav at #fullstack15

  1. 1. @staceycav Mapping Your Content to Your Customer Journey Stacey MacNaught Tecmark
  2. 2. #fullstack15 @staceycav 5 years ago…
  3. 3. #fullstack15 @staceycav
  4. 4. #fullstack15 @staceycav 2 years ago…
  5. 5. #fullstack15 @staceycav High Five!
  6. 6. #fullstack15 @staceycav We have content budgets!
  7. 7. #fullstack15 @staceycav Today…
  8. 8. #fullstack15 @staceycav
  9. 9. #fullstack15 @staceycav Even brilliant content is getting lost in the crowd.
  10. 10. #fullstack15 @staceycav So now, we have to invest more into promotion
  11. 11. #fullstack15 @staceycav
  12. 12. #fullstack15 @staceycav
  13. 13. #fullstack15 @staceycav We have to justify more
  14. 14. #fullstack15 @staceycav
  15. 15. #fullstack15 @staceycav
  16. 16. #fullstack15 @staceycav
  17. 17. #fullstack15 @staceycav We have to look at the bigger picture
  18. 18. #fullstack15 @staceycav A couple of examples…
  19. 19. #fullstack15 @staceycav Objective: Generate bookings through content.
  20. 20. #fullstack15 @staceycav
  21. 21. #fullstack15 @staceycav
  22. 22. #fullstack15 @staceycav We used to stop here.
  23. 23. #fullstack15 @staceycav
  24. 24. #fullstack15 @staceycav
  25. 25. #fullstack15 @staceycav
  26. 26. Direct and Assisted Bookings £££££ #fullstack15 @staceycav
  27. 27. #fullstack15 @staceycav
  28. 28. #fullstack15 @staceycav Sometimes it isn’t that easy to measure
  29. 29. Trying to put a value and measurement metric on credibility #fullstack15 @staceycav
  30. 30. http://www.tecmark.co.uk/smartphone- usage-data-uk-2014/ #fullstack15 @staceycav
  31. 31. #fullstack15 @staceycav
  32. 32. #fullstack15 @staceycav We used to stop here.
  33. 33. #fullstack15 @staceycav
  34. 34. #fullstack15 @staceycav http://www.bbc.co.uk/news/magazine-29570615
  35. 35. #fullstack15 @staceycav http://www.theguardian.com/sustainable-business/2015/jan/26/artificial-intelligence-davos- humanity-internet-yahoo
  36. 36. #fullstack15 @staceycav
  37. 37. #fullstack15 @staceycav How we’re making content work harder
  38. 38. #fullstack15 @staceycav Before we start, some (painful) truths
  39. 39. #fullstack15 @staceycav Some people will enjoy your content and never buy the thing you sell.
  40. 40. #fullstack15 @staceycav Some people will enjoy your content and buy the thing you sell from someone else.
  41. 41. #fullstack15 @staceycav (Try not to take it personally)
  42. 42. #fullstack15 @staceycav The goal here isn’t a 100% conversion rate from blog reader to customer.
  43. 43. #fullstack15 @staceycav Read this. https://ssl.gstatic.com/think/docs/2011- winning-zmot-ebook_research-studies.pdf
  44. 44. #fullstack15 @staceycav The Journey Simplified
  45. 45. #fullstack15 @staceycav
  46. 46. #fullstack15 @staceycav Discovery
  47. 47. #fullstack15 @staceycav Discovery The “Where?”
  48. 48. #fullstack15 @staceycav How we assume people discover new brands
  49. 49. #fullstack15 @staceycav How we assume people discover new brands
  50. 50. #fullstack15 @staceycav http://www.marketingprofs.com/charts/2013/12213/how-people-discover- new-brands Google? Don’t they make t-shirts?
  51. 51. #fullstack15 @staceycav How people really discover new brands http://www.marketingprofs.com/charts/2013/12213/ how-people-discover-new-brands
  52. 52. #fullstack15 @staceycav
  53. 53. #fullstack15 @staceycav
  54. 54. #fullstack15 @staceycav Survey your own target demographic about this
  55. 55. #fullstack15 @staceycav
  56. 56. #fullstack15 @staceycav Focus where content can win.
  57. 57. #fullstack15 @staceycav
  58. 58. #fullstack15 @staceycav Which ones?
  59. 59. #fullstack15 @staceycav Yougov Profiler https://yougov.co.uk/profiler
  60. 60. #fullstack15 @staceycav
  61. 61. #fullstack15 @staceycav
  62. 62. #fullstack15 @staceycav Facebook Audience Insights https://www.facebook.com/ads/audience_insights/
  63. 63. #fullstack15 @staceycav https://www.facebook.com/ads/audience_insights/
  64. 64. #fullstack15 @staceycav Use Insights to find out where else your audience is
  65. 65. #fullstack15 @staceycav
  66. 66. #fullstack15 @staceycav Now you know where.
  67. 67. #fullstack15 @staceycav You have a starting point for the “what.”
  68. 68. #fullstack15 @staceycav
  69. 69. #fullstack15 @staceycav
  70. 70. #fullstack15 @staceycav What I want from this…
  71. 71. #fullstack15 @staceycav Consideration
  72. 72. #fullstack15 @staceycav
  73. 73. #fullstack15 @staceycav
  74. 74. #fullstack15 @staceycav In this case, 70% of sales happen after more than 1 interaction on the site
  75. 75. #fullstack15 @staceycav Consideration is about research
  76. 76. #fullstack15 @staceycav Answerthepublic.com
  77. 77. #fullstack15 @staceycav Currently affected by Google cutting off API access… but should be back!
  78. 78. #fullstack15 @staceycav Keywordtool.io
  79. 79. #fullstack15 @staceycav It’s not all about search engines though.
  80. 80. #fullstack15 @staceycav Faqfox.com
  81. 81. #fullstack15 @staceycav Our client’s call centre team answers questions all day.
  82. 82. #fullstack15 @staceycav Which ones? Get a list.
  83. 83. #fullstack15 @staceycav What I want from this…
  84. 84. #fullstack15 @staceycav This can be converted into a list of concerns you can address creatively with content
  85. 85. #fullstack15 @staceycav Decision
  86. 86. #fullstack15 @staceycav This is all about what people do when they get here.
  87. 87. #fullstack15 @staceycav
  88. 88. #fullstack15 @staceycav And it still isn’t that simple.
  89. 89. #fullstack15 @staceycav I ran a survey (Aug 2015)
  90. 90. #fullstack15 @staceycav Caveat: Pool size only 100
  91. 91. #fullstack15 @staceycav Which of these is most important to you when deciding whether to buy a produc from an online retailer?
  92. 92. #fullstack15 @staceycav
  93. 93. #fullstack15 @staceycav 54.4% consider trust more important than price.
  94. 94. #fullstack15 @staceycav Which of the following is most likely to make you trust an online retailer?
  95. 95. #fullstack15 @staceycav Which of the following is most likely to make you trust an online retailer?
  96. 96. #fullstack15 @staceycav Which of the following is most likely to make you trust an online retailer? And 24.4% equate trust with simply having heard of a brand before
  97. 97. #fullstack15 @staceycav Our SEO efforts have focussed heavily here
  98. 98. #fullstack15 @staceycav This works for us. It generates £££
  99. 99. #fullstack15 @staceycav But it’s not all about this…
  100. 100. #fullstack15 @staceycav Even if you’re here…
  101. 101. #fullstack15 @staceycav You have serious competition…
  102. 102. #fullstack15 @staceycav And if we only capture people here…
  103. 103. #fullstack15 @staceycav How many of these people have we missed?
  104. 104. #fullstack15 @staceycav How many of these won’t go back to Google at decision time?
  105. 105. #fullstack15 @staceycav How many have already “heard,” of someone else?
  106. 106. #fullstack15 @staceycav Making it work for all channels
  107. 107. #fullstack15 @staceycav What you have now is information.
  108. 108. #fullstack15 @staceycav This isn’t a plan. Yet.
  109. 109. #fullstack15 @staceycav This is what you take into strategy and ideation
  110. 110. #fullstack15 @staceycav The goal is to be there throughout the whole journey. Be “heard of” by decision point
  111. 111. #fullstack15 @staceycav Stalk. (Not in the creepy way).
  112. 112. #fullstack15 @staceycav Retargeting. Retargeting. Retargeting.
  113. 113. #fullstack15 @staceycav Be discovered through content http://www.holidaygems.co.uk/18-30-night-life-guide/hub/
  114. 114. #fullstack15 @staceycav
  115. 115. #fullstack15 @staceycav Keep them engaged
  116. 116. #fullstack15 @staceycav Win the Purchase.
  117. 117. #fullstack15 @staceycav Lower your CPAs
  118. 118. #fullstack15 @staceycav And measure. Everything.
  119. 119. #fullstack15 @staceycav Thank you stacey.macnaught@tecmark.co.uk @staceycav

×