See how the best brands are driving serious Engagement by focusing on the experience Surrounding their content

Experience is the real king of content

Mathew “Sweezey” = @msweezey

Marketi

ngIs my love, work, passion, and what I think about all

day every dayAuthor of: Marketing Automation For Dummies – 2014

What is the current State of affairs?

Digital discoveryMore power in a google

search, than required to land a man

on the moon@msweezey

Content consumption

2/3

People are 63% thought their buying cycle before they talk to sales

@msweezey

Content consumptioncontent consumption chart for professional development/entertainment over time =

Flat line@msweezey

Content consumption

content consumption when a person is

researching a topic = spikes in content

consumption@msweezey

Content consumption

77%

Want different content at each stage of their journey

@msweezey

Stage 1 • No Pain • Have no clue

Stage 2 • Pain but• No BANT

Stage 3 • BANT• evoke

Sale

s ta

kes

It f

rom

here

Marketing must build rapport, Help build a business case, Get short listed

@msweezey

The stages

Content should be

Helpful Jay Baer – author “Youtility”

Helpful contentContent For supporting the sales cycle

3xFor a follower of your brand, the helpfulness of the content you share with them is 3x more important in their decision to buy from you than their trust in your employees. @msweezey

Volatility Is a key factor of you are forgetting

71%Say that they have been disappointed by content they have read before

@msweezey

Volatility Is a key factor of you are forgetting

100%Of those fans who are likely to share your content said the negative

experience significantly affected their trust in your brand

@msweezey

Volatility Is a key factor of you are forgetting

1/4Of your readers will never read your content again if disappointed once

@msweezey

Volatility Is a key factor of you are forgetting

64%Of all surveyed said if they had been disappointed, they are only

Slightly likely to ever read content from you again

@msweezey

Experience needs to be:

Authentic

Joseph Pine – Ted Speaker/ author

Authenticity Is a key factor of your writing

Authenticity Is a key factor of your writing

83%would significantly change their trust of your brand if found out you used a ghost writer

@msweezey

What is HELPFUL?

STATE OF MINDWill consume content which is beneficial to their state of mind

3 States of engagement

Learn: People wanting to learn are looking on ways to do their job better. This can also take place during an escape. May be an early sign of sales readiness if they move to research.

ESCAPE: People wanting to escape will lean on self discover and social channels. They are looking to escape their work, life, job, and take a short break. No barring on sales readiness. Research: People wanting to research will dedicate time to search, learn, and solve. They are looking for content to help them solve for a problem. Shows sales readiness

What is authentic?

Primary research

Say primary research is more

credible

66%

The writing itself It’s ability to teach: 42% of people say the ability of a piece of content to teach them something is a significant factor affecting it’s authenticity The tone: 42% of people say the tone of a piece has a significant affect on their view of it being authentic

The look/presentation: 44% of people say the look/presentation of a piece of content has a significant affect on their view of it being authentic.

How they find it

Say how they found the content is very important

50%

Distribution is the biggest factor you’re not considering

Marty Weintraub Author – Speaker

TIP #1 for creating

Mapping your content to Your demographic world

Get m

ore

leads

Be creative Show

valu

eTrend tracking

EXAMPLES IN REAL LIFE

ExamplesContent For supporting the sales cycle

Authentic &

helpful

Good ExampleHow self discovery is helping intel

Paid for by intel

but publishe

d by mashabl

e

ExamplesContent For supporting the sales cycle

What is helpful will depend on the channel you are using. For Facebook a consumer wants to escape. This content to the left is “helpful” because it allows me to further my interest in discovering new things. So it is helpful to me in this regard.

Bad exampleBoth paid – but one has higher conversion

& engagement

You are more likely to die in a plane crash than click these

“SELF DISCOVERY will always be the

NEW BLACK”

Marty Weintraub/ author - speaker

Conversions should feel like the consumers idea!

Tip #2

ExampleDrives you to this inspirational experience

ExampleLook at their call to action – self discovery

Social media will be the next big seo playground. Learning how to use paid social targeting to drive traffic to your website will Be the next big lead driver.

Tip #2

Experience vs memory

Memory is your recollection ofThe experience:

Daniel KahnemanNobel Laureate

Inline experienceShare the stat: tweet 54% of buyers don’t use social..

Helpful to the reason they Are engaging: • If it is

entertainment use a CTA which will help them share the fun factor.

• If for PRO development share how it helped them.

• If for research share thought leadership quote.

At engagement points

Choose your own adventure

Choose your own adventure

Helpful to the reason they Are engaging: research? Or entertainment

IF Entertainment: SameIf pro dev: Teach more If Research: Move them along

Cta for sales conversion

#BONUS ROUND

SOCIAL PROOF& Conversions

SOCIAL PROOF& Conversions

“IS the ruler your content is judged by”

experience

“distribution is key, not only to getting found, but how they feel about what they find”

experience

questions• What is a grit?

• How would you spend 1k on video?• what beer do you brew?• What’s your astrological sign?• Length of time to run a campaign?

reach me at @msweezey