Mathew spoke about how great companies are building influence with their consumers through better experiences, including video engagements.

2. Mathew “Sweezey” = @msw

3. What is the curre
State of affairs?

4. @msweezey

5. People are 63% thought their buying cycle before they talk to
@msweezey

6. @msweezey

7. @msweezey

8. Want different content at each stage of their jo
@msweezey

9. @msweezey

10. Jay Baer – author “Youtility”

11. Helpful contentContent For supporting the sales cycle
For a follower of
your brand, the
helpfulness of the
content you share
with them is 3x
more important in
their decision to
buy from you than
their trust in your
employees.
@msweezey

12. VolatilityIs a key factor of you are forgetting
Say that they have been disappointed by content they have read befor
@msweezey

13. VolatilityIs a key factor of you are forgetting
Of those fans who are likely to share your content said the negative
experience significantly affected their trust in your brand
@msweezey

14. VolatilityIs a key factor of you are forgetting
f your readers will never read your content again if disappointed once
@msweezey

15. VolatilityIs a key factor of you are forgetting
Of all surveyed said if they had been disappointed, they are only
Slightly likely to ever read content from you again
@msweezey

16. Joseph Pine – Ted Speaker/ author

17. AuthenticityIs a key factor of your writing

18. AuthenticityIs a key factor of your writing
would significantly change their trust of your brand if found out you used a ghost w
@msweezey

19. What is
HELPFUL?

20. STATE OF MIN
Will consume content
which is beneficial to their
state of mind

21. 3 States of
engagement
Learn: People wanting to learn are looking
on ways to do their job better. This can also
take place during an escape. May be an early
sign of sales readiness if they move to
research.
ESCAPE: People wanting to escape will
lean on self discover and social channels. They
are looking to escape their work, life, job, and
take a short break. No barring on sales
readiness.
Research: People wanting to research
will dedicate time to search, learn, and solve.
They are looking for content to help them solve
for a problem. Shows sales readiness

22. What is
authentic?

23. Primary research
Say primary
research is more

24. The writing itself
It’s ability to teach: 42% of
people say the ability of a piece of content to
teach them something is a significant factor
affecting it’s authenticity
The tone: 42% of people say the tone of
a piece has a significant affect on their view of it
being authentic
The look/presentation: 44% of
people say the look/presentation of a piece of
content has a significant affect on their view of it
being authentic.

25. How they find it
Say how they found
the content is very
important

26. Marty Weintraub
Author – Speaker

27. TIP #1 for
creating
Mapping your content to Your demographic
world
GetmoreleadsBe creative Showvalue Trend tracking

28. EXAMPLES
IN REAL
LIFE

29. ExamplesContent For supporting the sales cycle
Authentic
& helpful

30. Good ExampleHow self discovery is helping intel
Paid for
by intel
but
published
by
mashable

31. ExamplesContent For supporting the sales cycle
What is helpful will
depend on the channel
you are using. For
Facebook a consumer
wants to escape. This
content to the left is
“helpful” because it
allows me to further my
interest in discovering
new things. So it is

32. Bad exampleBoth paid – but one has higher conversion &
engagement
You are
more likely
to die in a
plane crash
than click
these

33. Marty Weintraub/ author - speaker

34. Conversions should feel
like the consumers idea!
Tip #2

35. ExampleDrives you to this inspirational experience

36. ExampleLook at their call to action – self discovery

37. Social media will be the next big seo
playground. Learning how to use
paid social targeting to drive traffic
to your website will
Be the next big lead driver.
Tip #2

38. Memory is your recollection
The experience:
Daniel Kahneman
Nobel Laureate

39. Inline experien
Share the stat: tweet 54%
of buyers don’t use social..
Helpful to the reason
they
Are engaging:
• If it is entertainment
use a CTA which will
help them share the
fun factor.
• If for PRO
development share
how it helped them.
• If for research share
thought leadership
quote.

40. At engagement po

41. Choose your
own adventure

42. Choose your
own adventure
Helpful to the reason they
Are engaging:
research? Or entertainment
IF Entertainment: Same
If pro dev: Teach more
If Research: Move them along
Cta for sales conversion

43. BONUS ROUN

44. SOCIAL PROOF
& Conversions

45. SOCIAL PROOF
& Conversions

46. “IS the ruler
your content is
judged by”
experienc

47. “distribution is key,
not only to getting
found, but how
they feel about
what they find”
experienc

48. questionsreach me at @msweezey