@staceycav

Mapping Your Content to Your

Customer JourneyStacey MacNaught

Tecmark

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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