mapping your content marketing efforts to your customer journey by @staceycav at #fullstack15
Post on 15-Apr-2017
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@staceycav
Mapping Your Content to Your
Customer JourneyStacey MacNaught
Tecmark
#fullstack15 @staceycav
5 years ago…
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2 years ago…
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High Five!
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We have contentbudgets!
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Today…
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Even brilliant content is getting lost in the crowd.
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So now, we have to invest more
into promotion
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We have to justify more
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We have to look at the bigger picture
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A couple of examples…
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Objective: Generate bookings through content.
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We used to stop here.
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Direct and Assisted Bookings£££££
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Sometimes it isn’tthat easy to measure
Trying to put a value and measurement metric on credibility
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http://www.tecmark.co.uk/smartphone-usage-data-uk-2014/
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We used to stop here.
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http://www.bbc.co.uk/news/magazine-29570615
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http://www.theguardian.com/sustainable-business/2015/jan/26/artificial-intelligence-davos-humanity-internet-yahoo
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How we’re makingcontent work
harder
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Before we start, some (painful) truths
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Some people will enjoyyour content and neverbuy the thing you sell.
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Some people will enjoyyour content and buy the thing you sell fromsomeone else.
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(Try not to take it personally)
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The goal here isn’t a 100%conversion rate from blog reader to customer.
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Read this.
https://ssl.gstatic.com/think/docs/2011-winning-zmot-ebook_research-studies.pdf
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The JourneySimplified
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Discovery
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DiscoveryThe “Where?”
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How we assume people discover new brands
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How we assume people discover new brands
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http://www.marketingprofs.com/charts/2013/12213/how-people-discover-new-brands
Google? Don’t they make t-shirts?
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How people really discover new brands
http://www.marketingprofs.com/charts/2013/12213/how-people-discover-new-brands
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Survey your own target demographic about this
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Focus where content can win.
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Which ones?
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Yougov Profiler
https://yougov.co.uk/profiler
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Facebook Audience Insights
https://www.facebook.com/ads/audience_insights/
#fullstack15 @staceycav https://www.facebook.com/ads/audience_insights/
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Use Insights to find out where else your audience is
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Now you know where.
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You have a starting point for the “what.”
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What I want from this…
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Consideration
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In this case, 70% of saleshappen after more than 1 interaction on the site
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Consideration is about research
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Answerthepublic.com
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Currently affected by Google cutting off API access… but should be back!
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Keywordtool.io
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It’s not all about search engines though.
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Faqfox.com
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Our client’s call centre teamanswers questions all day.
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Which ones? Get a list.
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What I want from this…
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This can be converted into a list of concerns you can address creatively with content
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Decision
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This is all about what people do when they get here.
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And it still isn’t that simple.
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I ran a survey (Aug 2015)
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Caveat: Pool size only 100
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Which of these is most important to you when deciding whether to buy a
product from an online retailer?
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54.4% consider trust more important than price.
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Which of the following is most likely to make youtrust an online retailer?
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Which of the following is most likely to make youtrust an online retailer?
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Which of the following is most likely to make youtrust an online retailer?
And 24.4% equate trust with simply having heard of a brand before
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Our SEO efforts have focussed heavily here
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This works for us. It generates £££
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But it’s not all about this…
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Even if you’re here…
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You have serious competition…
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And if we only capture people here…
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How many of these people have we missed?
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How many of these won’t go back to Google at decision time?
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How many have already “heard,” of someone else?
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Making it work for all channels
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What you have now is information.
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This isn’t a plan. Yet.
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This is what you take into strategy and ideation
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The goal is to be there throughout the whole journey. Be “heard of” by decision point
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Stalk. (Not in the creepy way).
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Retargeting. Retargeting. Retargeting.
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Be discovered through content
http://www.holidaygems.co.uk/18-30-night-life-guide/hub/
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Keep them engaged
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Win the Purchase.
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Lower your CPAs
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And measure. Everything.
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Thank youstacey.macnaught@tecmark.co.uk
@staceycav
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