We've got more content budget than we've ever had and that means there is more content to compete with than ever before. It means investing more heavily and more cleverly in content promotion. With increased budgets comes increased expectation and while your content marketing goals might be linked to links and social shares, your business (or your client's business) may need to see something of more meaning to them. By mapping content to the customer journey more effectively, we aim to win the brand signals we have been going after but also demonstrating measurable audience growth and even a role in direct and assisted conversions (transactions and leads and ultimately revenue). This is about that – making your content work harder towards direct customer acquisition.

1. @staceycav
Mapping Your
Content to Your
Customer Journey
Stacey MacNaught
Tecmark

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5 years ago…

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2 years ago…

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High Five!

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We have content
budgets!

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Today…

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Even brilliant content is getting
lost in the crowd.

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So now, we have to
invest more
into promotion

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We have to justify
more

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We have to look at the
bigger picture

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A couple of
examples…

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Objective: Generate bookings through
content.

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We used to stop here.

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26. Direct and Assisted Bookings
£££££
#fullstack15 @staceycav

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Sometimes it isn’t
that easy to measure

29. Trying to put a value and measurement
metric on credibility
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30. http://www.tecmark.co.uk/smartphone-
usage-data-uk-2014/
#fullstack15 @staceycav

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We used to stop here.

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http://www.bbc.co.uk/news/magazine-29570615

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http://www.theguardian.com/sustainable-business/2015/jan/26/artificial-intelligence-davos-
humanity-internet-yahoo

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How we’re making
content work
harder

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Before we start, some (painful)
truths

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Some people will enjoy
your content and never
buy the thing you sell.

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Some people will enjoy
your content and buy
the thing you sell from
someone else.

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(Try not to take it personally)

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The goal here isn’t a 100%
conversion rate from
blog reader to customer.

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Read this.
https://ssl.gstatic.com/think/docs/2011-
winning-zmot-ebook_research-studies.pdf

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The Journey
Simplified

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Discovery

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Discovery
The “Where?”

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How we assume people discover
new brands

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How we assume people discover
new brands

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http://www.marketingprofs.com/charts/2013/12213/how-people-discover-
new-brands
Google? Don’t
they make
t-shirts?

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How people really discover new
brands
http://www.marketingprofs.com/charts/2013/12213/
how-people-discover-new-brands

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Survey your own target
demographic about this

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Focus where content can win.

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Which ones?

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Yougov Profiler
https://yougov.co.uk/profiler

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Facebook Audience
Insights
https://www.facebook.com/ads/audience_insights/

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https://www.facebook.com/ads/audience_insights/

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Use Insights to find out
where else your
audience is

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Now you know where.

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You have a starting point
for the “what.”

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What I want from this…

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Consideration

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In this case, 70% of sales
happen after more than 1
interaction on the site

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Consideration is about research

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Answerthepublic.com

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Currently affected by Google
cutting off API access… but
should be back!

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Keywordtool.io

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It’s not all about search engines
though.

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Faqfox.com

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Our client’s call centre team
answers questions all day.

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Which ones? Get a list.

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What I want from this…

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This can be converted into a
list of concerns you can
address creatively with
content

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Decision

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This is all about what people do
when they get here.

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And it still isn’t that
simple.

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I ran a survey
(Aug 2015)

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Caveat: Pool size
only 100

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Which of these is
most important to you when
deciding whether to buy a produc
from an online retailer?

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54.4% consider trust more
important than price.

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Which of the following is
most likely to make you
trust an online retailer?

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Which of the following is
most likely to make you
trust an online retailer?

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Which of the following is
most likely to make you
trust an online retailer?
And 24.4% equate trust with
simply having heard of a brand
before

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Our SEO efforts have focussed
heavily here

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This works for us. It generates £££

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But it’s not all about this…

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Even if you’re here…

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You have serious competition…

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And if we only capture people here…

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How many of these people have we
missed?

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How many of these won’t go back to
Google at decision time?

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How many have already “heard,” of
someone else?

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Making it work
for all channels

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What you have now is information.

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This isn’t a plan. Yet.

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This is what you take into strategy
and ideation

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The goal is to be there throughout
the whole journey. Be “heard of”
by decision point

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Stalk. (Not in the creepy way).

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Retargeting. Retargeting.
Retargeting.

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Be discovered through
content
http://www.holidaygems.co.uk/18-30-night-life-guide/hub/

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Keep them engaged

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Win the Purchase.

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Lower your CPAs

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And measure. Everything.

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Thank you
stacey.macnaught@tecmark.co.uk
@staceycav