LSA19: The Role of Organic Content in the Consumer Buying Journey
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This session was presented at the LSA19 event in Dana Point, California, February 25-27, 2019.
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LSA19: The Role of Organic Content in the Consumer Buying Journey
- 1. THE ROLE OF ORGANIC CONTENT IN THE CONSUMER BUYING JOURNEY
- 2. A little about me and Mindstream Media Sean Flavin Content Marketing Manager Mindstream Media linkedin.com/in/flavinsean/ @SeanMFlavin mindstreammedia.com sflavin@mindstreammedia.com
- 3. The thing about content is… Any brand can benefit from it A lot lack the resources to create it There’s no shortage of ways they can use it
- 4. Paid media vs. owned media Paid media Owned media
- 5. When your brand pays to promote messages on media channels PAID MEDIA
- 6. The digital properties your brand owns OWNED MEDIA
- 7. Where organic content lives Website Social profiles Local listingsMobile app
- 8. Content can come in a variety of formats Social media postsBlog posts Videos & images E-booksWebpages Infographics Mobile app contentWhite papers Quizzes & tools
- 9. CONTENT MARKETING A strategic approach for creating and promoting high-quality content that inspires a clearly-defined audience to take actions that accomplish specific business goals. high-quality content
- 11. CONTENT MARKETING The content consumers want The content brands create
- 12. Establishing your brand Extending an invitation Developing relationships Where organic content excels
- 13. Related marketing efforts Content marketing Creative design Social media marketing Search engine optimization Email marketing
- 14. The demise of the traditional buying journey
- 15. Where does this leave us?
- 16. What exactly has changed?
- 17. Brands need to empathize High-quality content is required Consumers are in control The new realities of the consumer buying journey
- 18. What it takes to create this type of content Amplify. Crush it. Execute. Bring it. Define. Plan it. Immerse. Learn it.
- 19. Organic content in action
- 20. Let’s play marketer Apple iPhone Samsung Galaxy
- 21. Why this industry? Local and online presence Touches a variety of business models Universal target audience
- 25. Situation Consumers are recognizing the need to make a purchase They’re becoming aware of their buying options and the brands that sell those products They’re likely starting to conduct high-level research ContentGoals MarketingGoals
- 26. Situation ContentGoals Turn consumers into shoppers considering your products Grab consumers’ attention and make them aware of your brand Provide consumers with the information they need MarketingGoals
- 27. Situation ContentGoals MarketingGoals Increase social media engagement Drive website traffic Increase subscribers Improve search engine rankings Increase social media followers
- 28. Organic content to generate awareness Social posts Blog postsIntro videos
- 29. Cover high-level topics to address common questions from consumers. BLOG POSTS
- 31. Real-world example of a featured snippet
- 32. The power of earning a featured snippet 5,160% increase in page views 5,347% increase in unique views 500% increase in time on page
- 33. Tips for earning featured snippets Optimize technical elements Answer specific questions Create high-quality content Use a Q&A format
- 34. Online videos that introduce your brand to consumers and build awareness INTRO VIDEOS
- 35. The power of video in the awareness stage of consumers say they discover new brands or products on YouTube. of consumers say online video has given them ideas for their purchases. of consumers say they’re open to learning about products on YouTube. 90% ~60% 70% Google/Magid Advisors, 2018 | Google/Ipsos, 2018
- 37. Engage consumers, get followers to share your content and show off your brand’s personality SOCIAL POSTS
- 38. Generate awareness by building hype
- 39. A few tips to guide your social posts Use hashtags Post all of your assets Localize posts Post at different times Spread out the posts Repromote content
- 40. Value of repromoting content After 1st post After 2nd post After 3rd post After 1st post After 2nd post After 3rd post After 1st post After 2nd post After 3rd post 269% increase in impressions 173% increase in clicks 197% increase in interactions
- 44. Situation Shoppers are actively researching purchases and evaluating options Consumers have transitioned to shoppers They’re conducting more in-depth research and online searches ContentGoals MarketingGoals
- 45. Situation ContentGoals Turn shoppers into buyers that are considering purchasing from your brand Help shoppers understand how your products address their buying needs Provide a seamless path from your content for consumers to make a purchase MarketingGoals
- 46. Situation ContentGoals MarketingGoals Increase email subscriptions Increase time on site and repeat visitors Drive mid-funnel conversions Increase social media engagement Drive form fills
- 47. Organic content to help shoppers evaluate purchases Product pages Long-form contentProduct videos
- 48. Provide shoppers the information they need to know about your brand’s products PRODUCT PAGES
- 49. Product pages with a purpose Act as a hub for related content Provide shoppers the info they need Optimized to improve search rankings
- 50. For shoppers For search engines Product URLS Page titlesProduct descriptions Product videos High-quality images Scannable layout Make it fast Meta descriptions Schema Markup Alt tags
- 51. Create and promote videos that describe key features of your products PRODUCT VIDEOS
- 52. The power of video in the consideration stage of people say they switch between online search and video when researching purchases. of people say online video has helped them decide which specific brand/product to buy. of people say they are more likely to visit a store and consider a product if it’s in an online video. 80% >50% >50% Google/Magid Advisors, 2018 | Google/Ipsos, 2018
- 54. Provide in-depth info with content like e- books, infographics and case studies LONG- FORM CONTENT
- 55. Using content clusters to maximize value Hub piece
- 59. Situation Shoppers have transitioned into buyers Buyers have decided on the product they want to purchase Buyers need to know where and how to complete the purchase ContentGoals MarketingGoals
- 60. Situation ContentGoals Provide information to make it easy for buyers to complete purchases and become customers Address common buying questions and roadblocks Promote future sales by establishing trust and credibility MarketingGoals
- 61. Situation ContentGoals MarketingGoals Increase customer lifetime value Generate calls and visits Increase conversion rates Drive bottom-of-the-funnel conversions Increase online and off-line sales
- 62. What buyers are searching for in the decision stage Phone stores near me [brand store] open now near me Where can I buy an iPhone Xs How much does the iPhone Xs cost
- 63. Organic content to help buyers make decisions Location pagesLocal Listings FAQ pages
- 64. Optimize your online business listings to make sure buyers can find you LOCAL LISTINGS
- 65. Foundational elements of local listings NAP information Website URL Business hours
- 66. How content can enhance your local listings Business description Google Q&A Images and video
- 67. Create optimized pages on your site for each of your business locations LOCATION PAGES
- 68. Content SEO elements Meta description Title tagIn-depth copy Calls-to-action Product images and video Location-specific image Location data Headlines (h2 – h6) Schema Markup Alt tags Primary Headline (h1) CTA Lorem ipsum dolor sit amet, consectetur adipiscing elit. Contact Us Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip. Products Contact Us Contact Address Phone number Email Hours Mon – Fri: Sat/Sun f t l Lorem ipsum dolor sit amet, consect adipiscing elit. Lorem ipsum dolor sit amet, consect adipiscing elit. Secondary Headline (h2)
- 69. Address last minute questions to help buyers make purchases FAQ PAGES
- 70. Tips for creating your FAQ page Identify your buyers’ most common questions Provide detailed answers to specific questions Use categories to organize common questions Link to more detailed answers to your most common questions Provide an opportunity for buyers to ask new questions
- 74. Situation Buyers have made a purchase and are now customers Customers are evaluating their purchase to determine if it was the right decision May be having trouble using/ understanding certain features ContentGoals MarketingGoals
- 75. Situation ContentGoals Turn one-time buyers into loyal customers and brand advocates Create content that explains how to use your products Engage with customers to keep your brand top-of-mind MarketingGoals
- 76. Situation ContentGoals MarketingGoals Increase customer lifetime value Generate social engagement Improve review scores Increase social followers/email subscribers Drive repeat sales
- 77. Organic content to foster customer loyalty EmailBlog posts Social posts
- 78. Create content to explain how to use product features STEP #1
- 79. Send emails to your CRM lists and subscribers STEP #2
- 80. Promote the content on social media STEP #3
- 81. Reach customers across channels Email Search SocialWebsite
- 82. Organic content to foster customer loyalty Increases your website traffic Increases social media followers Builds your subscriber lists Drives social media engagement
- 84. Amplify results. Crush it. Provide value. Plan it. Embrace change. Learn it. Key takeaways Be available. Bring it.
- 85. THE ROLE OF ORGANIC CONTENT IN THE CONSUMER BUYING JOURNEY linkedin.com/in/flavinsean/ sflavin@mindstreammedia.com mindstreammedia.com