Content Marketing

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The new buyers journey

Content and customer touch-points

Content and search engines

Content and social

Introducing the zero moment of truth

The rise of the empowered consumer.

Source:  Google  Mobile  Planet  Norway  2014

Optimizing multiple digital touch points

“We have moved from an attention

economy to a intention economy ”

“Four times as many people search for

marathons than they do running shoes ”

Case Study: Meet Debbie

Debbie A: My three year old has just emptied a jar of beetroot juice over  herself does anybody know how to get that out of clothes?

Dimple87: That happened to me with my 5 year old. I found an article on what to  do. I tried a persil stain remover but I am not sure which one it was.

Dimple87: This was the article, www.wikihow.com/Remove-Beetroot-Stains

Debbie A: Thanks

Dimple87: They have both in Tesco but you can get a discount on this page  mysupermarket.co.uk/brands/Persil

Debbie A: Great, thanks!

Creative Article Marketing

See comparisons in an instant.

The impact of mobile video.

Source:  Google  Mobile  Planet  Norway  2014

Answering Questions through Video.

Less trust in marketers more trust in people.

Introduction  to  the  new  rules  of    search  engine  optimization

“ Being number one and ten blue links is dead ”

Which  is    the    

number  one    result?

Introducing  the    Google  zoo

Targets  low    quality  links  

Penguin

Don’t  think  link    building    

thing  Audience    building  

Targets  low    quality  Content  

Panda

Answer  quesIons  provide  value  

Rewards  good  user  experience  

Improves  local    search  

Pigeon

Looks  for  local    search  signals  

A  semanIc    search  Engine  

Hummingbird

…supports  “search  by  voice”    for  mobile  users

Focuses  on  people,  places  and  things

Click to watch

Click to listen

Click to Buy

Click to watch

Click to listen

Click to Buy

Where once there was chaos…

Intention not attention

Image, Video and News search

#messymoments

The “I want to go” effect

Mobile means “always local”

“Nobody  reads  ads.  People  read  what  interests  them.    Sometimes  it’s  an  ad.”  —Howard  Gossage  

Oreo  Cookies  show  the  power  of    #newsjacking

Top ten eleven takeaways…

Think  intention  not  attention  Understand  your  customers  Answer  questions  for  each  stage  of  the  buyers  journey  Think  mobile  experience  Think  user  optimization  not  search  optimization  Have  a  clearly  defined  social  strategy    Have  clearly  defined  goals  and  benchmarks  Be  authentic    Provide  everything  your  customer  needs    Don’t  only  think  Google  Be  prepared  to  meet  your  customers  wherever  they  are