Mobile Search Moments Understanding How Mobile Drives Conversions 3 2013
Content That Drives Conversions
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Transcript of Content That Drives Conversions
Introductions
Chris Baggo+ CEO, Compendium @chrisbaggo+ | @compendium
Nolin LeChasseur Partner, Brainrider @nolin | @brainrider
• Nolin – Defining your buyer, 5 steps to creation, Examples • Chris - History, What converts, Case study
• Create content that converts • Measure what’s working • Look In Unusual Spots for Content
What you’ll learn in the next 30 min
Map content to the buying decision... If your
customer is asking:
What’s my problem?
How do I fix my problem?
Are you right for me?
They want:
Education & Benchmarks
Solution Options & Product Suitability
Proof Points & Decision Support
What to share
with them:
• Trends • Benchmarks • Analyst coverage • 101 Education • How to guides • How other people are solving this
• What is the solution & how does it work
• Solution comparisons • Pitfall analysis • Readiness & suitability assessments
• How to choose a vendor
• Pricing • Bench strength demonstration
• Case studies • ROI/TCO • Working with us • How to buy
5 keys to creating content that converts
1. IdenAfy, plan, and organize by customer needs & pains
2. Leverage your company’s subject-‐ma+er experAse
3. Target buyer intent search keywords and phrases
4. Describe your content using customer language
5. Test & learn with light tacAcs, then scale winners into heavier tacAcs
Identify customer needs & pains • How to … • How do I … • Do I need more/less … • Should we … • Comparing … • Choosing a …
Find subject-matter expertise that connects with customer needs.
• Who are your SMEs and what do they know? • Reverse engineer what you already sell • Ask your customer-facing staff • What search terms are driving site traffic? • What on-site search terms are common? • What searches are high volume?
Look at longer search phrases for suffixes that show buyer intent.
…jobs in San Francisco …job description
…comparison …alternatives …white paper
…pricing …best practices
…pricing comparison …implementation guide …consulting hourly rate
…email/landing page template …requirements document
…contract terms …structure of team
MARKETING AUTOMATION…
Which one is buyer-focused?
MarkeAng AutomaAon Vendor Comparison Guide
MarkeAng AutomaAon Buyers Guide
Another Be*er B2B Marke/ng Resource Another Be*er B2B Marke/ng Resource
Which one is buyer-focused?
MarkeAng AutomaAon Vendor Comparison Guide
Another Be*er B2B Marke/ng Resource
MarkeAng AutomaAon Buyers Guide
Another Be*er B2B Marke/ng Resource
Which one is buyer-focused?
How To Sell MarkeAng AutomaAon To Your Boss
MarkeAng AutomaAon Requirements Document Example & Template
Another Be*er B2B Marke/ng Resource Another Be*er B2B Marke/ng Resource
Which one is buyer-focused?
How To Sell MarkeAng AutomaAon To Your Boss
MarkeAng AutomaAon Requirements Document Example & Template
Another Be*er B2B Marke/ng Resource Another Be*er B2B Marke/ng Resource
Test & learn with light tactics
• Social media sharing
• Social publishing
• Blogging / guest blogging
• Article syndication / contribution
• Dense marketing assets: White papers, ebooks • Recorded media: webinars, podcasts, videos • Image media: infographics, illustrations, presentations • Training materials • Support manuals, user forums, knowledge base • RFP responses & sales proposals
Repurpose existing assets buried deep inside your content shoebox
See what contributed to a sale
RESOURCE MarkeAng AutomaAon OpAmizaAon Checklist
RESOURCE 2013 B2B MarkeAng Budget AllocaAon Tool
RESOURCE Be+er B2B MarkeAng Checklist
WEB VISIT PAGEVIEWS Web content about planning & content
Insurance Car Insurance Motor Insurance Life Insurance Home Insurance Insurance Rates Health Insurance Motorcycle Insurance Liability Insurance Cheap Insurance Minimum Insurance Homeowners Insurance Auto Quote Home & Auto Discounts Term Insurance
Travel Insurance Online Car Insurance Flood Insurance Compare Insurance Commercial Insurance Business Insurance Medical Insurance Commercial Vehicle Insurance Umbrella Policy Farm Insurance Renters Insurance Pet Insurance Hurricane Insurance Easy Claims Dental Insurance
Insurance Car Insurance Motor Insurance Life Insurance Home Insurance
Insurance Rates Health Insurance Motorcycle Insurance Liability Insurance Cheap Insurance Minimum Insurance Homeowners Insurance Auto Quote Home & Auto Discounts Term Insurance
Can you think of the top 30 Topics prospects and customers might be interested in?
SUPPOSE YOU ARE AN INSURANCE COMPANY
Travel Insurance Online Car Insurance Flood Insurance Compare Insurance Commercial Insurance Business Insurance Medical Insurance Commercial Vehicle Insurance Umbrella Policy Farm Insurance Renters Insurance Pet Insurance Hurricane Insurance Easy Claims Dental Insurance
3%
56%
34%
31.1%
30.8%
28%
27%
27%
20%
20%
12%
8%
7%
RETAIL SITES
BRAND SITES
BLOGS
GROUPS / FORUMS
YOUTUBE
GOOGLE+
ONLINE MAGAZINES
NEWS SITES
ONLINE SERVICES MOST LIKELY TO INFLUENCE A PURCHASE
Source: Technorati