22. “We’re not competitor obsessed; we’re
customer obsessed. We start with
what the customer needs and we work
backwards.”
—Amazon founder & CEO Jeff Bezos
23. “Customer experience pervades every
single thing a company does. It has to
be a part of the DNA of the company.”
—Avinash Kaushik, Google
31. New definition for ‘content’
Any element created by, for and/or
about your brand that has the ability to
impact the way employees, prospects,
customers and the competition view
your product, service, your brand or
anything associated with it.
32. New definition for ‘content’
Blog posts, social media posts, podcasts,
videos, etc.
33. New definition for ‘content’
Blog posts, social media posts, podcasts,
videos, etc.
User-generated & sponsored posts
34. New definition for ‘content’
Blog posts, social media posts, podcasts,
videos, etc.
User-generated & sponsored posts
Logos, brand/product name, employees
35. New definition for ‘content’
Blog posts, social media posts, podcasts,
videos, etc.
User-generated & sponsored posts
Reviews, negative press, screenshots
Logos, brand/product name, employees
46. Requires continuous effort
Are we as a brand doing everything we
can to generate the types of positive
online and offline experiences that would
lead to people thinking favorably of the
brand and being more willing to do
business with us?
68. “The single most important thing is to
observe real customers try and complete
real tasks on your website. Watch people
try and use your website.”
—Gerry McGovern
Key takeaway – remove obstacles
77. Surprising stats…
Guides: 3,000 – 5,000 words
Desktop time on page: 5 minutes
✔
✔
✔ Videos: 5 minutes – 20 minutes
Mobile time on page: 5 1/2 minutes✔
…not a typo
92. The Questions:
How can we better serve our audience & grow customer base?
How can we grow qualified traffic to the website?
93. The Questions:
How can we better serve our audience & grow customer base?
How can we grow qualified traffic to the website?
How do we create more content for our core audience?