Content Marketing: Your Digital Salesperson
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#SDAMA #SDAMA Content: Your Digital Salesperson Katie Fellenz Vice President, Marketing NextLeft
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Transcript of Content Marketing: Your Digital Salesperson
#SDAMA#SDAMA
Content: Your Digital SalespersonKatie FellenzVice President, MarketingNextLeft
#SDAMA
Source: McKinsey&Company
#SDAMA
What about all of the moments before the trigger?
We’reMovingHouse
Values
PackingSuppliesIWant
aNewJob
HomesforSale
Whattoexpectwhen
you’reexpecting
MortgageCalculator
BestSchoolDistricts
SafestTownsinU.S.
JustMarried
#SDAMA#SDAMA
https://www.youtube.com/watch?v=cplXL-E1ioA&feature=youtu.be
#SDAMA
Be There Be Useful Be Relevant
#SDAMA#SDAMA
How is Google adapting?
#SDAMA
Creating New Result TypesGoogle continues to evolve in an effort to help provide users the best information, as
quickly as possible
Localized Results
Knowledge Cards Videos
Articles
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Localized Results: What’s Happening?
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HeatMap:Local3-Pack Local3-PackSearches
Localized Results: Why Does It Matter?
#SDAMA
Rich Snippets (Article Cards): What’s Happening?
#SDAMA
Knowledge Cards: What’s Happening?
#SDAMA
Knowledge Cards: Why Does It Matter?
#SDAMA
Video Results: What’s Happening?
#SDAMA
Video Results: Why Does It Matter?
#SDAMA#SDAMA
How can brands adapt?
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where have we been?
CURRENT CONTENT
Be There.
Be Useful.
Be Relevant.
The MOVING PROCESS
EarlyMovingResearch
MovingProcess&Education
Services&PriceResearch
#SDAMA
where have we been?
CURRENT CONTENT BE THERE
MoreGooglesearchestakeplaceonmobiledevices thanoncomputersin10countries,includingtheUSandJapan
90%ofSmartphoneuserssaythey’veusedtheirphonetomakeprogresstowardsalong-termgoalormulti-stepprocess
whileoutandabout
Consumersinteractwith7.1 touch-pointsonaveragethroughouttheirpurchasejourney
6/10internetusersstartshoppingononedeviceandfinishonadifferentdevice
What we know…
#SDAMA
“MovingTips”
8,100MSV
Mobile SERPs
#SDAMA
Mobile Experience
“MovingTips”
8,100MSV
#SDAMA
Mobile Experience
“MovingTips”
8,100MSV
#SDAMA
where have we been?
CURRENT CONTENT BE USEFUL
51%ofsmartphoneusershavepurchasedfromacompany/brand otherthantheonetheyintendedto
becausetheinformationprovidedwasuseful
What we know…
80%ofallqueriesthatGooglereceivesareinformationalqueries
48%ofSmartphoneusersaremorelikelytobuyfromcompanies
whosemobilesitesorappsprovide
instructionalvideocontent
#SDAMA
Get Ideas Look Up Info Make Decisions
B E U S E F U L
#SDAMA
Get Ideas Look Up Info Make Decisions
B E U S E F U L
#SDAMA
Get Ideas Look Up Info Make Decisions
B E U S E F U L
#SDAMA
where have we been?
CURRENT CONTENT BE RELEVANT 52%ofconsumerssaybrandmessagesfeelintrusive and
spammyifnotrelevant
78%ofconsumerssaidtheywantsomedegreeof
contentpersonalization
What we know…
#SDAMA
https://www.thinkwithgoogle.com/interviews/airbnb-uses-mobile-to-give-tourists-a-local-experience.html
