THE INFOSNACK HABIT & HOW IT LEAVES YOUFORGOTTEN

MarketingZAP!The InfoSnackThe InfoSnack

HabitHOW

LEAVES YOUR BRAND

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 ©  2015  Genoo,  LLC.   All  Rights  Reserved.   - 1 -  

How  The  InfoSnack  Habit  Leaves  Your  Brand  Forgotten

View  Webinar  Video  &  See  Blog  Post  

Kim  Albee:    Welcome,  everybody,  to  the  webinar  this  morning.    Our  focus  today  is:  How  we  snack,  and  how  not  to  get  left  on  the  side  like  sauce.  We're  going  to  decode  how  we  consume  and  snack  on  information,  so  that  your  brand  won't  be  forgotten.  Given  the  volume  of  content  that  is  being  produced,  those  that  maximize  how  they  utilize  it  will  win  in  the  long  term.  

Just  to  give  you  a  little  bit  of  introduction,  my  name  is  Kim  Albee.  I'm  the  president  and  founder  of  Genoo,  and  our  professional  services  agency  called  Content  Zap.  I  was  honored  to  be  named  one  of  the  top  20  digital  strategists  in  2015  by  the  Online  Marketing  Institution.  

We  work  with  businesses  of  all  sizes  to  supercharge  your  online  marketing,  and  build  and  augment  your  marketing  teams.  That's  at  ContentZap.com.  We  also  offer  online  marketing  tools  and  marketing  automation  to  small  and  midsized  businesses.  That's  http://www.genoo.com.  

What  I  wanted  to  do  initially  is  just  recap  the  first  two  webinars,  because  this  is  the  third  webinar  in  the  series  and  concludes  our  series  of  these  three.  For  those  of  you  that  were  on  them,  this  will  just  be  a  little  refresh.  For  those  of  you  that  haven't  yet  been  on  them,  it  will  be  an  update,  so  you'll  know  where  to  go  get  the  information  that  were  contained  on  the  first  two.  

The  first  webinar  we  did  two  weeks  ago  was  called  "No  Such  Thing  as  Social  Media."  We  basically  distinguished  social  networks,  and  the  fact  that  content  on  social  networks  revolves  around  people.  They  go  by  quickly.  It's  fleeting,  that  content,  as  it  scrolls  by.  We're  talking  about  LinkedIn  and  Facebook  and  Google+  and  Twitter.  

But  media  platforms,  the  people  revolve  around  the  content.  You  go  out  to  these  media  platforms  like  YouTube  and  you  search  for  a  subject.  You  revolve  around  the  content  that  gets  found  out  there,  rather  than  having  to  know  the  person  in  order  to  see  the  content.  

Understanding  the  distinction  covered  in  that  webinar  is  huge  in  the  way  that  you  design  and  leverage  your  content  for  engagement.  

The  second  webinar  that  we  did  last  week  was  called  "Turning  Lurkers  into  Leads."  What  we  looked  at  there  was  we  covered  the  one  percent  rule.  One  percent  of  people  create,  nine  percent  of  people  contribute,  and  90  percent  of  people  lurk.  

What  that  uncovers  is  that  90  percent  of  the  people  who  engage  with  your  content  are  not  at  all  on  your  lead  list.  The  question  then  becomes,  how  do  you  entice  participation?  That's  what  we  covered  in  Turning  Lurkers  into  Leads.    

 ©  2015  Genoo,  LLC.   All  Rights  Reserved.   - 2 -  

What's  really  fun  is  bringing  people  like  Nick  Kellet,  who  I'm  now  introducing,  who  is  the  cofounder  of  Listly.  He's  the  largest  list  provider  on  the  web.  Introducing  and  bringing  his  ideas  and  his  thinking  to  our  audience,  so  that  you  can  really  start  to  look  at  and  examine  new  ideas  about  how  you  distribute  content,  how  you  come  up  with  your  content  strategies,  and  all  of  that.  

Today  we're  going  to  be  looking  at  snacking,  and  info  snacking  specifically.  How  we  snack,  and  how  to  not  get  left  on  the  side  like  sauce.  Nick  Kellet  is  going  to  take  us  through  exactly  how  to  think  about  your  content.  How  to  think  about  how  it  gets  consumed,  so  you  can  design  content  and  distribute  it  in  ways  that  will  help  you  be  effective  and  remembered.  

Without  any  further  ado,  I'm  going  to  make  Nick  the  presenter  and  we'll  get  going  here.  

Nick  Kellet:    OK,  great.  This  morning  I'm  going  to  basically  build  on  the  previous  discussions  about  the  difference  between  social  platforms  and  media  platforms.  The  reason  we  should  be  focused  on  the  whole  marketplace  is  because,  we  know  that  90  percent  of  the  people  are  just  looking  for  passive  consumers.  

If  you  don't  understand  that,  if  you  don't  understand  the  way  the  Internet  works,  and  the  way  the  models,  the  way  all  these  systems  put  together,  then  in  isolation  you  can  look  at  your  content  and  you'll  begin  to  wonder  what's  happening,  and  why  it's  not  doing  what  you  want  it  to  do.  

If  you  actually  take  a  bit  of  time  to  understand  the  way  the  platforms  work,  then  you  can  really  make  that,  those  platforms  perform  much  more  effectively  for  you.  Because  you're  actually  working  with  the  system  as  opposed  to  against  it.  

As  the  cofounder  of  the  content  platform  Listly,  one  of  the  things  I've  thought  about  a  lot  is,  we  communicate  the  idea  that  Listly  is  a  list  platform  for  consuming  quick  snacks  of  list  information.  27  tips  on  how  to,  7  things  you  need  to  know  about.  We've  all  consumed  that  kind  of  content.  

In  my  process  of  communicating  these  ideas  I  discovered  a  lot  of  people  didn't...I  was  saying  that  we  were  basically  like  Slideshare  but  for  lists,  or  YouTube  but  for  lists.  One  of  the  things  I  came  across  was  people  didn't  fully  get  the  idea  of  why  or  how  they  should  be  using  Slideshare  or  YouTube.  I  basically  drilled  in  a  lot  more  to  explain  the  way  the  systems  work.  

This  morning  we're  going  to  talk  about  snacking,  and  how  now  to  get  left  out.  I  don't  know  if  it's  an  interesting  statistic,  but  something  like  90  percent  of  mustard  is  left  on  the  side  of  the  plate.  That's  just  how  we  consume.  

Content  has  moved  to  that  model  of  just  snacks.  Today,  I  think  one  of  the  things  that  always  strikes  me  is  no  one  wants  to  learn  anything.  They  just  learn  what's  right  in  front  of  their  nose.  They  want  their  immediate  problems  solved.  

If  you  understand  that  and  you  really  get  and  step  inside  the  learning  process,  then  it  changes  the  way  of  what  you  expect  from  your  content,  and  you  think  about  the  kind  of  content  that  you  should  create.  

 ©  2015  Genoo,  LLC.   All  Rights  Reserved.   - 3 -  

I  first  just  want  to  start  off  by  looking  at  why  we  snack.  You'll  see  there  are  many  reasons.  It's  almost  full  of  contradiction,  as  well  as  contrast  in  here.  We  snack  to  remove  pain,  because  we  don't  know  something.  We  snack  to  solve  problems.  We  get  curious,  so  we  snack  because  we're  hungry.  

We  snack  for  status.  We're  looking  for  things  to  share,  because  we're  all  part  of  that  and  we  want  to  feed  our  Facebook  feed.  We  want  to  appear  interesting.  We  want  to  go  to  a  cocktail  party  and  have  something  new  and  interesting  to  say.  

We  snack  bit  by  bit  to  accumulate  knowledge.  It's  interesting  to  me.  On  the  one  hand  we  snack  to  guard  our  time.  We  don't  want  to  give  too  much  time  to  anything.  But  we  also  snack  to  pass  time.  It's  full  of  contrast  there.  We're  quite  addicted  to  the  idea  of  just  these  snacks.  They're  fast  rewarding.  They  give  us  a  hit,  a  little,  "Oh.  We  found  that,  I  didn't  know.  That's  cool."  We  like  snacks.  

We  don't  want  any  big  ideas.  If  you  think  of  your  product  and  your  services,  if  you  make  them  into  a  big  idea,  you're  really  going  to  struggle.  But  if  you  make  them  into  mini-­‐sized  Mars  bars,  bite-­‐sized  chunks,  things  where  you  can  just  snack  on,  just  grab  a  little  bit  of  it.  If  you  try  and  tell  your  whole  story,  you  will  really  struggle.  

If  you  try  and  make  your  story  consumable  bit  by  bit,  tell  little  sound  bites  of  your  story  to  get  people  curious.  Then  you're  going  to  earn  permission  for  them  to  come  back.  You're  going  to  leave  room  for  them  to  come  back  and  learn  more  from  you  later  in  that  journey.  

One  of  the  things  that's  also  changed  a  lot  for  me,  and  I  think  about  it  is  how  we  learn.  We  used  to  do  it  so  much  alone  on  the  Internet.  Or  before  the  Internet  we  used  to  read  a  lot.  We  used  to  read  alone.  Now  we  don't  read  alone.  We  read  a  Kindle  and  we  discover  that  the  most  interesting  paragraphs  have  been  highlighted.  

We  don't  learn  alone,  either,  because  we  actually  use  the  content  on  the  Internet  as  a  way  of  collaborating.  We  discover  stuff  and  we  share  what  we  find.  People,  who  are  passionate  enough  about  something,  will  actually  share  what  they've  discovered.  

We  expect  that  other  people  have  solved  our  problem.  If  my  TV  screen  isn't  working,  I  just,  or  if  my  DVD  player  won't  play  international  DVDs,  I  can  jump  on  Google,  and  I  expect  to  find  someone  will  have  done  the  answer  there.  They've  put  the  answer  to  share,  tell  me  exactly  how  to  uncrack  my  DVD  player.  How  to  do  something  with  my  iPhone  that  I  didn't  know  I  needed  to  do.  The  answer  is  there.  

There  is  an  insane  ability  to  say,  "I  know  I  can  go  to  the  Internet  and  find  an  answer."  What's  interesting  to  me  is  we,  I  used  to  assume  that  meant  Google.  It  does  in  a  large  part.  But  what  I've  found  through  doing  some  casual  research,  I've  found  that  it's  way  less  Google-­‐dependent,  than  we  actually  first  thought.  

The  reason  and  the  way  we  learn,  and  we  each  learn  differently.  Some  of  us  are  very  visual.  Some  are  very  audio-­‐centric,  and  some  of  us,  we  just  love  to  see  stuff.  Some  people  like  words,  some  people  don't.  

You  will  have  your  own  personal  biases,  and  one  of  the  worst  things  I  would  say  you  can  do  is  apply  your  personal  biases  to  your  content  strategy.  You  need  to  basically  recognize  that  all  people  are  different.  Everyone  has  different  perspectives.  You  need  to  provide  your  content  across  audio,  video,  as  text,  as  lists,  as  graphics.  

 ©  2015  Genoo,  LLC.   All  Rights  Reserved.   - 4 -  

Because  you  need  to  be  where  people  are  in  the  medium  they  are  willing  to  consume  in,  if  you  want  to  become  part  of  their  world.  When  they  are  feeling  pain,  they  will  turn  to  their  favorite  place  to  search  for  information.  If  you're  not  there,  it  won't  be  you  that's  being  shortlisted  for  the  product  that  they're  looking  for.  

Last  week  we  talked  a  lot  about  1-­‐9-­‐90,  the  1  percent  rule.  1  percent  of  people  create,  9  percent  of  people  contribute,  comment,  and  90  percent  of  people  consume.  We  mostly  just  ignore  the  90  percent,  and  yet  really,  that's  where  we  should  be  focusing.  

The  90  percent  of  the  people  who  are  outside  of  our  active,  visible  frame  of  reference  are  there  consuming  our  content.  They  are  making  judgments  every  single  day  to  judge  where  we  are...Whether  we're  a  brand  that  they  want  to  engage  with.  If  they  see  us  doing  something  that  they  don't  like,  they'll  walk  away.  It's  not  to  do  with  your  content,  they're  judging  your  culture  and  your  communications.  

Learning  is  why  we  lurk,  and  in  many  cases.  We're  trying  to  discern,  distill,  filter,  accumulate  knowledge,  make  decisions,  solve  problems,  all  of  which  is  making  us  smarter.  Whether  it's  giving  us  social  capital  to  be  smarter,  whether  it's  solving  our  problems.  Whatever  it  is,  just  feeding  your  curiosity.  All  of  these  things  are  helping  us  learn  and  become  smarter,  better.  More  well-­‐prepared  to  deal  with  the  things  that  we  face  on  a  day-­‐to-­‐day  basis.  

The  one  thing  that  really  surprised  me  when  I  drilled  into  this,  and  I  have  done  this,  you  can  try  this  yourself.  I've  walked  into  bars  and  coffee  shops  and  just  asked  people,  "How  do  you  search?"  I've  asked  it  in  many  various  non-­‐loaded  ways.  

I've  always  come  back  with  this  really  interesting  result.  Is  that  people  don't  today,  people  have  learned  to  bypass  Google's  algorithms.  Google  and  search  ranking  is  way  less  critical,  than  we  used  to  think  it  was.  

Because  people  don't  want  single-­‐URL  answers.  They  don't  want  to  say  the  best  coffee...They  don't  want  a  coffee  shop  in  a  particular  city.  Because  they  trust  that  list,  because  they  think  that's  being  more  biased.  We  don't  trust  shill.  If  there's  only  good  reviews,  we  think  it's  bad.  We  expect  to  see  a  full  bell  curve  of  people  liking  and  disliking  a  product.  

We  also  know  that  social  proof  exists  out  there.  If  there  were  no  people  commenting  on  something,  if  there's  a  few  people  it's  less  trustworthy.  If  there  are  many  people,  we  tend  to  believe  what's  being  said  by  the  crowd.  If  one  person's  writing  biased  reviews,  we  would  tend  to  ignore  them.  If  a  lot  of  people  are  writing  stuff,  we  find  that's  much  more  credible.  

We're  very,  very  prone  to  a  kind  of  BS  filter  and  we're  constantly  filtering  out  the  noise  that  we  hear.  One  of  the  ways  that  people  do  that  is  by,  they  look  for  curated  lists.  They  look  for  10,  the  top  or  the  best  or  alternatives.  These  are  lists,  hand-­‐curated  lists  that  other  people  have  written  and  created  for  them  to  find  the  information  they're  looking  for.  

That  piqued  my  curiosity  when  I  first  discovered  that,  and  what  I've  learnt  is  it's  actually  much  bigger  than  just  moving  to  hand-­‐curated  lists.  People  search  visually.  There  are  a  lot  of  people  who  will  only  now  search  on  

 ©  2015  Genoo,  LLC.   All  Rights  Reserved.   - 5 -  

Instagram.  If  you  want  to  discover  what  a  city  looks  like,  or  what  a  product  is,  go  and  search  with  hashtags  onto  Instagram,  and  you  can  really  search  visually.  That's  not  using  Google.  

You  can  search  visually  through  Google  as  well.  People  do  search  for  images  on  Google.  You  can  also  search  on  a  map.  If  you  want  to  explore  a  city  it's  not  necessarily  that  you  will  search  through  Google  search  results.  You  can  pull  up  a  map  and  discover  connected  and  related  information.  

We'll  also  search  for  infographics.  The  reason  people  search  in  these  ways  is  based  on  their  personal  needs,  their  personal  preferences,  and  their  personal  biases  for  learning.  Some  of  us  will  be  very  prone  and  we'd  ask  friends.  Recommendations,  what  would  you  recommend?  You  would  see  what  people  are  saying.  

We're  using  the  network,  the  people,  the  content  to  help  us  discern  and  filter  and  drive  us  where  we  want  to  be.  If  you're  not  inserting  content  into  this  as...If  you're  not  creating  lists,  if  you're  not  outputting  video,  if  you're  not  outputting  podcasts,  you  won't  be  listened  to.  It's  guaranteed.  Somebody  else  is  going  to  be,  another  brand  is  going  to  be  biasing  the  conversation.  

If  you  don't  think  about  this  stuff,  how  do  I  insert  myself  into  the  conversation?  The  thing  is  when  someone's  feeling  pain,  they  don't  search  for  your  brand.  They  search  for  a  solution  to  their  pain,  and  that  doesn't  involve  your  brand.  

You  need  to  get  way  more  basic,  way  more  simple,  way  more  solve  the  beginner  problem  pains  that  people  are  facing  in  terms  of  the  content  you  create.  Tips  and  tricks  how  to?  Answering  questions  on  how  people,  how  do  I  fix  this?  How  do  I  solve  this  problem  without  actually  being  so  product-­‐focused,  but  more  educational.  

Because  these  are,  curating,  list  people  that  aren't  just  yourself.  List  your  competitors.  Be  useful.  Be  a  resource  for  your  industry.  Because  how  we  search  has  definitely  changed.  

One  of  the  other  things  that's  important  about  how  we  search  is  that,  media  is  very  structured  these  days.  It's  changed.  If  you  don't  follow  this  whole  structured  content  model,  then  the  way  you're  communicating  your  ideas  and  the  way  you're  approaching  media  will  be  missing  out.  

Really,  there's  four  types  of  media  in  my  mind.  Paid  exposure.  That's  buying  adverts.  Driving  traffic  to  your  controlled  media  properties.  There's  the  owned  media.  You  have  to  have  your  own  blog.  That  is  your  media.  

But  earned  media  is  another  massive  area  where  people  search.  Because  if  people  write  about  you  or  you  get  included  in  other  people's  lists,  they  mention  you  as  one  of  the  solutions  to  a  particular  problem,  that's  the  kind  of  thing  people  are  searching  for,  and  that  kind  of  media  you  earn  earns  you  free,  organic  search  forevermore.  

You  can  write  about  your  own  stuff  and  promote  your  own  stuff,  but  it  carries  way  more  credence  if  other  people  pick  up  and  write  about,  and  rave  about  your  brand.  

There's  a  fourth  element  here  called  social  content,  that  is  another  way  that  we  actually  search.  I've  mentioned  this  before  just  a  few  seconds  ago  talking  about  people  can  search  on  Instagram  for  images.  

 ©  2015  Genoo,  LLC.   All  Rights  Reserved.   - 6 -  

But  there's  three  types  of  social  content  to  me.  There's  basically  shared  links.  We  share  a  lot  of  links  through  social  networks.  There's  places  like  reddit,  Digg,  Delicious,  StumbleUpon  sources.  There's  collaboration  platforms,  like  Listly  is  an  example.  

There's  platforms  Triberr.  There  are  social  platforms  where  we  can  share  links.  If  you're  using  blooferland  or  you've  got  Tweetdeck,  these  are  all  ways  of  getting  access  to  that  information.  Then  I've  mentioned,  and  we  talked  about  this  a  lot  last  week,  media  networks.  Videos,  slides,  images,  lists,  et  cetera.  

If  you're  not  putting  your  content,  really  what  you  need  to  do  if  you  want  to  get  found  is  author  your  content  once.  Decide  how  you're  going  to  tell  your  story,  and  then  output  it  as  a  list.  Output  it  as  a  podcast.  Output  it  as  a  video.  Then  put  these  contents  on  these  different  channels,  and  then  you  can  get  found  forevermore.  

Because  if  you  just  work  on  your  blog,  then  the  only  traffic  you're  going  to  get  is  the  stuff  that  comes  to  your  blog,  your  owned  media.  But  if  you  put  your  content  out  through  these  platforms,  then,  you  can  get  found  in  many  ways  slowly  over  time,  as  more  people  link  back  to  you  and  mention  you  and  cover  you.  

Another  big  group  of  social  content  are  curated  content  platforms.  Maybe  you've  heard  of  Scoop.it,  Paper.li,  Storify.  Listly's  another  choice  in  there,  obviously,  and  Pinterest  is  another  content  curation  platform  that  we've  all  heard  of.  

These  are  places  people  go  to  look.  This  is  why  search  has  changed,  and  why  Google  isn't  as  dominant  as  it  once  was.  If  your  strategy  is  solely  about  getting  onto  page  one  of  Google,  you're  really  probably  chasing  the  wrong  goal  in  my  mind.  That's  still  there.  That  doesn't  go  away.  But  there's  much  more  to  it.  

When  we  actually  drill  into  search,  I've  been  explaining  a  bit  of  this  about  how  we  search.  I  talked  about  people  search  for  the  top,  the  best,  alternatives.  Because  when  you  don't  know  what  you're  searching  for,  you  describe  your  pain.  As  you  get  closer  to  that  problem,  you  begin  to  pick  up  keywords  that  relate  to  the  industry.  That  changes  how  you  learn  and  what  you  learn.  

The  interesting  thing  is  if  you  as  a  brand  think  about  what  are  the  terms  your  buyer  is  actually  using,  before  they  become  technically  competent  and  learn  your  vocabulary.  If  you  put  out  content  that  describes  your  product  and  the  problems  you  solve  in  the  words  they  use,  you're  the  one  that  gets  found  first.  Getting  onto  somebody's  short  list  earlier  means  they  come  back  to  you,  and  they  come  back  to  you  for  more  content  as  a  trusted  source  to  help  them  on  their  journey.  

Just  being  mindful  of  how  these  paid,  owned,  earned,  and  social  content  platforms  play  together.  Learning  how  we  search  for  content  really  should  change  the  way  about  what  you  think  you're  creating.  It's  less  about  your  brand,  and  it's  more  about  knowledge  on  the  questions  your  customers  will  answer.  

Really,  you  can't  assume  anything  too  sophisticated  about  what  people  will  be.  Because  you  live  and  breathe  your  brand,  but  your  average  consumer  is  not  a  brand  expert.  They  are  just  getting  by  trying  to  solve  problems  using,  and  they  discover  you  in  that  process.  

 ©  2015  Genoo,  LLC.   All  Rights  Reserved.   - 7 -  

If  you  think  about  how  people  find  you,  you  can  create  content  that  makes  you  easier  to  find.  I've  read  lots  of  research  talk  about  15,  20-­‐plus  touches  to  convert  a  customer.  Just  to  pick  up  on  this  snacking  metaphor  that  we're  focusing  on  today,  think  of  the  consumer  experience  as  a  banquet.  

Multiple  snacks  that  I'm  going  to  consume  slowly  over  time.  Each  snack  building  on  the  last.  Building  trust.  Earning  more  permission  for  more  time  to  consume  more.  If  you  provide  a  service  to  that  consumer  as  a  problem-­‐solver,  then  they're  more  and  more  inclined  to  trust  you.  

Because  everything  they  found  you  said  was  true.  They  begin  to  recognize  that  you're  not  biasing  them,  you're  open,  you're  intelligent,  you're  useful,  and  you're  communicating  the  industry  as  they  see  it  and  solving  their  problem.  

One  of  the  things  that  are  important  as  a  consequence  of  this  is,  recognizing  that  you  need  to  build  a  body  of  work.  Which  basically  means  create  lots  of  entry  points  to  your  content.  Many  snacks,  and  start  very,  very  basically  from  the  problems  and  pains  people  are  solving.  Think  about  the  life  cycle  of  our  content.  To  be  with  the  journey  throughout  their  journey,  the  buyer's  journey  cycle  as  they  solve  their  pains  and  create  a  desire  for  your  product.  

We've  definitely  moved  to  a  self-­‐service  economy  today.  Because  we  can.  Basically,  marketing  people  have  blown  all  prior  forms  of  communications  with  over-­‐bombarding  people  with  print,  and  mail,  and  fax,  and  SMS,  and  emails.  People  are  switching  off.  They  go  out  there  and  anonymity  is  a  consequence  of  that.  So  they're  very,  very  skeptical.  

By  the  time  people  turn  up  to  you,  they've  already  done  the  research.  They've  already  found  you.  They've  already  made  decisions.  If  you're  not  thinking  that  way,  then  it's  not  your  content  that's  biasing  them,  and  helping  them  choose  you.  

You  can  dislike  self-­‐service.  You  can  be  the  one  that  wants  your  brand  to  be  in  control.  But  you  ignore  it  at  your  peril,  because  the  consumer  is  doing  this,  whether  you  like  it  or  not.  If  you're  not  inserting  your  content  into  the  mix  to  be  problem  solving-­‐centric,  not  about  your  brand,  not  about  features,  not  about  the  benefits  you  offer.  But  more  about  the  problems  you  solve,  and  the  words  that  the  consumer  is  using.  You  are  going  to  be  missing  out  in  the  whole  experience.  

My  experience  here  is  definitely,  we  get,  all  get  too  advanced.  We  get  too  intellectual.  We  forget  that  what  people  really  don't  know  is  the  really,  really  simple  stuff.  Answer  very,  very  simple,  basic  questions.  Be  the  trusted  voice  that  people  turn  to.  You've  got  to  do  that  by  providing  value,  and  they'll  come  back  for  more.  There  will  be  snacking.  

Looking  at  just  a  simple  example  here,  moving  from  awareness  to  consideration  to  decision.  People  start  with  arriving  with  some  basic,  their  own  words,  a  description  of  what  they're  looking  for,  what  they're  trying  to  solve.  

As  they  do  a  bit  of  research  they  begin  to  pick  up  more  vocabulary,  and  they  begin  to  learn  what  to  look  for  and  search  more  smartly.  They're  self-­‐serving.  They're  judging.  They're  evaluating.  If  you're  not  there  providing  content,  they've  shortlisted  somebody  else.  You've  missed  out  to  be  their  assistant,  their  sage  on  their  journey.  

 ©  2015  Genoo,  LLC.   All  Rights  Reserved.   - 8 -  

Today,  really,  customers  do  choose  us.  If  we  embrace  that,  we  can  make  ourselves  more  choose-­‐able,  more  findable.  70  percent  of  buyers  turn  to  Google.  I  think  that's,  actually,  as  I've  been  saying.  I  think  that  stat  is  a  little  confusing.  I  think  people  turn  to  Google,  but  then  they've  actually  created  mechanism  to  bypass  the  algorithm.  

If  you  understand  the  different  media  types,  you  can  get  found  more  effectively  over  time  if  you  actually  create  content  in  the  different  media  platforms,  and  appeal  to  the  different  types  of  learners  that  we  all  are.  We're  all  different,  and  we  all  have  a  different  perception  and  a  different  base  set  of  knowledge,  which  we  turn  up  to.  

Over  time  there  is  a  hierarchy  to  your  content.  This  is  based  on  the  Maslow  hierarchy  of  needs.  At  the  bottom  end,  you  basically  need  to  be  found,  be  seen,  be  heard.  That's  basically  having  text,  having  video,  or  having  audio.  

Moving  up  the  levels,  you  need  to  have  your  own  home.  Have  your  owned  media.  You  need  to  dabble  with  paid  and  earned  media  to  get  the  mathematics  right.  You  need  to  get  your  content  linked  and  embedded,  and  you  can  move  up  this,  up  to  basically  being  an  expert.  

Being  seen  as  this  master  of  your  content.  Helping  your  customers  by  being  useful.  That's  really  something  of  that  hierarchy  of  content.  That's  a  really  quick  flyby  of  that  mindset.  But  that's  something  where  you  build  to  that  over  time.  

Really,  in  conclusion,  the  questions  are  for  me  is,  are  you  creating  content?  Are  you  curating?  Are  you  answering  questions?  Are  you  asking  questions  to  find  out  what  it  is  people  are  actually  thinking?  Are  you  making  lists?  Top,  best,  alternatives.  These  are  the  greatest  ways  of  finding  out.  Nobody  goes  to  Google  and  says,  "Coffee  shop,  mailing  solution."  They  type  in  the  top,  the  best.  They're  looking  to  see  what  other  people  have  said.  

They  don't  take  it  as  gospel.  They  filter  from  that  and  choose.  But  if  you're  not  on  those  lists,  so  you  need  to  work  to  be  created,  added  onto  other  people's  lists.  But  you  can  also  be  the  voice.  Be  the  person  that  provides  a  useful  resource  to  people  to  show  them,  what  are  the  top  best  alternatives?  

Tell  people,  what  are  the  questions  that  they  can  be  asking,  and  provide  answers.  Be  useful,  but  be  very,  very  basic,  and  build  up,  build  from  the  ground  up.  Don't  start  where  your  brand  is  today.  You  must  go  as  low,  as  low,  as  low  as  you  can  and  build  up  your  content  from  there.  

That's  really  a  conclusion.  I've  mentioned  checking  out  Listly  as  a  way  of  creating  socially  compelling  lists.  It's  a  really  great  way  of  getting  included,  and  including  other  people.  I  think  we  are  in  an  age  of  collaboration,  so  if  you  want  to  be  remembered,  it's  easier  if  you  work  with  more  people.  You'll  be  more  trusted.  I  think  we're  ready  for  some,  if  there's  any  time  left  for  questions.  

Operator:    We  have  had  a  couple  of  questions  come  in,  but  we  are  out  of  time  to  answer  them  on  the  call.  I  know  that  Kim  has  some  wrap-­‐up  that  she's  going  to  do,  so  why  we  don't  turn  it  back  over  to  Kim?  Any  questions  that  came  in,  we  will  get  to  you  after  the  call  with  your  answers.  

 ©  2015  Genoo,  LLC.   All  Rights  Reserved.   - 9 -  

Kim:    Thank  you  very  much,  everybody,  for  participating  on  the  call.  We  will  get  all  the  answers  out  to  people.  I  did  want  to  let  you  know  that  next  week  we're  doing  a  webinar  called  using  content  to  attract  customers.  It  will  talk  about  the  content,  the  lead  generation  formula.  Because  there  is  a  formula,  and  we're  going  to  talk  about  it  and  explore  it  next  week.  Go  back  out  to  ContentZap/events,  and  you  can  register  for  that  next.  

Again,  Nick,  thank  you  so  much  for  the  three  webinars  and  for  all  your  content  and  your  thinking.  I  really  appreciate  it.  If  anyone  has  other  questions  for  Nick,  go  out  to  Listly.  Sign  up,  start  to  explore  lists.  That's  the  way  that  you  can  start  to  master  it  and  start  to  really  see  what  you  can  do.  

Well,  thank  you  all  very,  very  much.  We  hope  to  see  you  on  a  webinar  soon,  and  thank  you  Nick.  

Nick:    Thank  you.

Check  out  the  other  webinars  in  the  series:     No Such Thing As Social Media?

Turning  Lurkers  Into  Leads  

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About  ContentZAP  ContentZAP!  Is  a  professional  services  digital  marketing  agency.    We  understand  marketing  technology  and  how  to  leverage  it  to  help  grow  your  business.    We  work  with  companies  of  all  sizes  to  develop  and  implement  content  strategies,  plan  nurturing  and  follow-­‐up  sequences,  or  to  augment  content  development.  

We  sponsor  events  and  webinars  that  provide  practical,  very  useful  ideas  and  strategies  that  will  help  marketers  be  more  effective  quickly.  

Sometimes  reverent.    Sometimes  irreverent.    Always  relevant.  

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