building a content strategy which translates into sales
TRANSCRIPT
Building a Content Strategy Which Translates into Sales
Kiyan Foroughi – CEO & Founder
11 March 2015
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• Consumers are overwhelmed by all the various online marketing channels that are now available
• They are starting to see through the marketing techniques and becoming desensitized to them – Driving down ROIs and
increasing CPAs in the process
Introduction
#Boticca
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• Content marketing is the one channel that allows you to: – cut through the noise – make your brand stand out from the crowd – reach a larger audience – drive engagement, repeat visits and sales
• And more importantly… build an emotional connection between you and your customers
Content is the X Factor
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This session will explore how you can build a content strategy that will resonate with your brand and establish long-term relationships
with your customers
Boticca is a content-led, global curated marketplace that allows you to connect with independent designers of fashion accessories around the world, discover
their stories and shop directly from their studios.
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But it was not always like this…
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• You need to know what you stand for
• What does your brand about and what do you believe?
• Your content is the purest extension of your brand so if you don’t have a brand book or guidelines, take a step back and work on that first before thinking of implementing a content strategy
Where to Start?
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At Boticca, we believe in a purchasing philosophy: when buying the precious
things in your life, one should purchase products with a story, well made,
directly from the person or brand who made it, wherever they may be.
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Build Your Marketing Personas
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• You need to know: – Their education and career paths – Their goals and values – Their fears – Their hobbies – The music they listen to – Their literature and culture vehicles – Shopping habits
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• Find out from your best customers what they like about you
• The best way is to talk to them!
• Reach out and ask them one simple question: why do you keep coming back?
• Use the insights from these conversations to help you build the right content strategy
Know Your Audience
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• Build your strategy around the following blocks: – Experiences – Topics – Types & formats – Messaging – Triggers – Distribution channels
• Finally, make sure your content is mapped to the buying cycle
Mapping Out Your Content Strategy
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• We’ve found that the best way to sell via content is… not to sell
• Genuine, authentic content that builds a true emotional connection with your customer and audience wins
• If you infuse your philosophy across your content, if customers keep coming back, that means they buy into who you are – If they buy into who you are, they will ultimately
buy from you
The Reverse Psychology Paradox
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• A strong content strategy is nothing without the proper distribution
• On-site: – Website – Newsletters – Blogs
• Off-site: – Social media and influencers – Mobile apps – PR – Content syndication
• A good content campaign shares itself
Distributing Your Content
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• Make sure to measure the right things: – Retention – Time on page / bounce rate / exit rate – Shareability – Heat maps – Funnels (people who’ve looked at content à converted) – Conversion rates/sales etc. – Repeat purchase rates and LTV from content-driven cohorts
• Drop content types that are not resonating quick and introduce new types constantly
• Freshness is key: don’t let your content become routine
Measuring, Optimising & Refining
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• Content is the channel that cuts through the noise, gets your brand values across and if done genuinely, can also bring you sales
• Make sure to run frequent content marketing campaigns (“hero” campaigns) every once in a while – one in 3-4 may hit it big and reach a much wider audience than anticipated
Final Thoughts
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I’d rather wear a unique story