In today's world of mass content, creating content your customers care about is imperative. Learn about the new customer experience, see how to choose the correct keyword phrases for search, and find existing gaps in your content marketing strategy.
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Webinar: Creating a Customer-Centric Content Strategy
1.
2. ABOUT ME:
• Director of Online Marketing at KoMarketing, a B2B
Digital Marketing firm in Boston, MA.
• In the online marketing industry for over 10 years,
working on both the agency side and in-house.
• Responsible for developing and implementing
strategies for both small businesses and Fortune
500 companies.
• Connect with me on Twitter @casieg.
3. TAKEAWAYS
SEARCH BEHAVIOR KEYWORD STRATEGY CONTENT CREATION
Understand key
changes in user
search behavior.
Find what customers
are really looking for
and where.
Identify content gaps
and create the right
strategy.
@casieg • @komarketing
5. “Customer experience is the product of an interaction
between an organization and a customer over the
duration of their relationship. This interaction includes
a customer's attraction, awareness, discovery,
cultivation, advocacy and purchase and use of a
service.”
@casieg • @komarketing
6. “By 2020, customer experience will
overtake price and product as the key
brand differentiator.”
~ CUSTOMERS 2020 REPORT
@casieg • @komarketing
7. “In just a few years 89% of
businesses will compete mainly on
customer experience.”
~GARTNER
@casieg • @komarketing
23. TAKEAWAYS
EXPECTATIONS UP! SOCIAL SEARCH MONEY TALKS
Customers want a
good experience
from brands online
and offline.
Users are searching
elsewhere and
expecting brands to
find them.
Buying decisions are
influenced by what
others are saying
online.
$
@casieg • @komarketing
43. TAKEAWAYS
SEARCH IS SHIFTING DON’T ASSUME FIND CUSTOMER ?’s
Customer queries
are longer & they
want questions
answered now.
Don’t assume you
know best.
Understand what
your customers say.
Go to the source. Find
out what your
customers are actually
asking about online.
?
@casieg • @komarketing
58. TAKEAWAYS
CONTENT DISCONNECT USE YOUR DATA CREATE ANSWERS
The content being
produced isn’t
necessarily what
buyers want.
Use the data you
have to make
informed decisions
on content direction.
Give customers
answers to their
questions. Be the
source they rely on.
@casieg • @komarketing
59. SUMMARY
SEARCH IS CHANGING WE MUST ADAPT MIND THE GAP
Search is changing
and technology is
changing with it.
Give your customers
real answers to their
real questions.
As marketers, we must
adapt and make sure
we understand our
customers.
@casieg • @komarketing