[US] Turning Content Into Customers - Jordan Koene

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Presentation by Jordan Koene at Digital Summit Phoenix 2016 (Feb 9, 2016)

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Turning Content into Customers
Digital Summit Phoenix
Jordan Koene
Chief Evangelist

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What is Content Marketing?
Content
Marketing
Target
Audience

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We forget that content elicits emotions!
Target
Audience
Emotional
Response

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Forbes Visibility for Past 6 mo.

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My son will only buy Sofas on Wayfair

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Don’t be fooled, they are still selling Sofas

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Impact to Wayfair Business

Different Situations…
require different content!

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Desktop Rank
#4

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Desktop Rank
#3

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Mobile Rank
#2

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Mobile Rank
#4

How to reinvent content creation
Start with the outcome!

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Understand the expectations of a user…

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[US] Turning Content Into Customers - Jordan Koene

8. Creating Content Should be fun!!!

13. Different Situations… require different content!

18. How to reinvent content creation Start with the outcome!

23. 22 © Searchmetrics. All rights reserved. Do not distribute without permission. Determine Current Outcome 34.00 37.00 1.00 28.00 Cheap Motel Brand Hotel Rankings in Google Distributed by Keyword Topic

24. 23 © Searchmetrics. All rights reserved. Do not distribute without permission. Rank Position Distribution 27 31 1 6 4 5 18 4 1 4 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Cheap Motel Brand Hotel Top 10 Position 11-25 Position 26-50 According to the data Motels and Price are Most Relevant

25. 24 © Searchmetrics. All rights reserved. Do not distribute without permission. Rank Position Distribution 27 31 1 6 4 5 18 4 1 4 0% 20% 40% 60% 80% 100% Cheap Motel Brand Hotel According to the data Motels and Price are Most Relevant

26. Questions?

27. Thank you

Hinweis der Redaktion

http://www.wayfair.com/Sofas-C413892.html
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