digital disruption: why winning the zero moment of truth is about smart optimized content

Digital Disruption: Winning the

Zero Moment of TruthMike Wolf

Hardware Marketing Council

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Marketing in 2005…

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Disruption

Disruption

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The New Consumer Model

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Smart, Optimized Content

1. Pays ongoing dividends

2. Helps remove barriers to purchase

3. Reaches customers early in the purchase process

4. Pulls customers closer to the brand by giving away valuable content

5. Encourages customers to share freely and widely across their social networks

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1. Find Your “Zero” Moments

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2. Build Your Content Kingdom

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Building a Content Kingdom

1. Don’t build your kingdom on rented land– Blog.YourCompany.com or

YourCompany.com/blog– NOT YourCompany.Wordpress.com– NOT on Facebook

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Building a Content Kingdom

• Is my business a trusted source of information?

• Is our content self-serving or does it focus on the readers outcome and help them make the best possible decision?

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2. Start by listening – identify pain points and answer your customer’s questions (YOUtility)

Building a Content Kingdom

3. Establish an editorial calendar

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Building a Content Kingdom

4. Optimize for mobile

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• 91% of all adults have their mobile phone within arm’s reach every hour of every day.

• 43% of consumers use mobile devices while shopping in the store.• 40% use phones to compare prices

• Responsive Design vs. stand alone mobile website

• Make content accessible

3. Market Your Marketing

1. Organic Search Engine Optimization (SEO)

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• Goal: Make your content findable and sharable

3. Market Your Marketing

1. Organic Search Engine Optimization (SEO)– Keyword Research– On-Page SEO

• Clean URLs for maximum search visibility– YourCompany.com/insert-keywords-here– NOT YourCompany.com/pageid=42667893a

• Page Title, H1, Meta Descriptions

– Off-page SEO• Write content worthy of links• Proactively look for link building opportunities

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3. Market Your Marketing

1. Organic Search Engine Optimization (SEO)– Leverage Rich Snippets – schema.org

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Results using rich snippets see on average a 30% higher CTR than those that don’t

3. Market Your Marketing

2. Paid Search (PPC)– Target specific keywords and geographies– Enable conversion tracking– Leverage Remarketing/Retargeting

• Google Remarketing Lists for Search Ads (RLSA)

– Leverage Rich Snippets where available

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3. Market Your Marketing

3. Social Media Marketing

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3. Market Your Marketing

3. Social Media Marketing– Listen for sales /customer service opportunities

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3. Market Your Marketing

3. Social Media Marketing– Crowd source fresh ideas– Monitor industry /competitive chatter– Engage – out of sight, out of mind– Build and retain relationships– Targeted paid opportunities

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3. Market Your Marketing

4. Influencer Marketing– Leverage influencers to find new audiences– Weave in SEO and social sharing elements

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3. Market Your Marketing

4. Influencer Marketing

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Minimum Viable Conversion (MVC)

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1. Find your ZMOT

2. Create content that customers value

3. Market Your Marketing

Resources

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Thank You

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linkedin.com/in/mdwolf

mikew@thestowcompany.com