Many marketing automation programs are all about the funnel and the offer, resulting in low levels of engagement and a relationship based on price. Mixing in content designed to build affinity and value creates a customer relationship built on trust and respect.

1. Content First
Strategies for a devoted audience
Kevin Murphy
Director of Digital Strategy, CMD
@kevmurphy.

2. Transaction vs. Relationship
Immediacy
Gratification
Price Driven
Affinity
Value
Solution/Inspiration Driven
Source: CMO Council, 2014

3. Loyal
Discount
Lifestyle
Wanderers
Need Based

4. Informative
Human
Engaging
Transparent
Authoritative
StartingwithContent

5. Decision Humps
Should I go to ATL?
Should I book now?
Price, need.
Transaction Based.
Should I share?
Confidence that it is
the right decision.
Relation Based
Confidence that it was
the right decision.
Relation Based

7. Finding (Building) the Right Content
Web
Social
Ecommerce Engine
Post Sale
Rewards Program
Advertising
Dynamic In-Content
SEO Landing Pages
Employees
Customers
Freelancers
Experts
Agency

8. RelationshipDrivenResults
+ Positive Brand Perception