content marketing that converts - istanbul
DESCRIPTION
My popular Content marketing presentation - Now in Turkish! (no just kidding Englis, but the version I gave at the Conversion Summit in Istanbul 2014)TRANSCRIPT
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Content Marketing that converts
Conversion Summit Istanbul
John Ekman
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aka The Chief Conversionista
aka The Conversion Eagle
aka The Conversion king of Sweden
A lot has happened since then….
✓ Conversion Jam x 4 ✓ Conversion Manager x 60
✓ 300 projects ✓ 15 employees
The brag slide
Media
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E-CommerceB2C
LeadgenB2B
Leadgen
“87,65% of CEOs will invest like crazy in Content Marketing Software”
Fartner Group
“Everyone and his mother will jump onto Inbound marketing before the end of last week”
Harasster Research
This shit is hot!
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Content Marketing is
like sex in high school
Don’t let Content Marketing become
your Panikragg
My neighbour - Sven
Content MarketingInbound MarketingLead Generation
Marketing Automation
Lead Nurturing
Drip Marketing
The ad agencies move in
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“We’ve made this great campaign which got us tons of new visitors but it didn’t seem to generate much sales”
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The IT guys move inMA
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The ever present dream of “Automation”
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“Automobile”
Automated Manufacturing
Salesforce Automation
The biggest secret of Marketing Automation
- It’s not automated!
Don’t put the carriage in front of the horse
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G.I.G.O.
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MA
….run to the door!
When you see this guy…..
Why this thing called “Inbound marketing”?
1. Buyers change 2. Media changes
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Do I have you full attention Sir?!
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Hello - Anybody home?
Your buyer
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A very large part of the
prospect’s buying process
happens before you’re even
invited
Most of it happens on the web
Google it
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Purchased media is the premium you have to pay because you don’t have loyal fans
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Content Marketing or Inbound Marketing
Instead of
Yelling about YOUR PRODUCTS AND SERVICES in purchased media ...
... You create and distribute content that focuses on the problems and challenges of your prospects.
Your prospects will search and find your content and then visit your site / facebook page etc.
There you identify them and engage them in an ongoing dialogue.
Prospect awareness scale
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Unaware Problem Aware Solution Aware Product Aware Most Aware
*Based on: Five levels of Awareness , från ”Breakthrough Advertising , av Eugene Schwartz, 1996 http://www.copyblogger.com/blog-selling/
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Your biggest problem?
The waspinator
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“Ultra Silent”
get rid of godamn wasps
“Non poisonous”
“Eco certified”
“Safe for children”
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The language of your customers
Do you speak it?!
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Ping-pong?
Table Tennis?
Early stage content
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Unaware Problem Aware Solution Aware Product Aware Most Aware
Ok Jean Claude
One more chance
Let’s start a blog!
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Look
We f**k up too!!
“This is where web sites go to die”
“This is the awful black hole of the web,
it sucks out all light from your web site”
“This the column of the walking dead. Web zombie land”
“No one ever clicked here. They never will”
Case - Secmaker
“Whitepaper of the month”
Brian Dean - Backlinko
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http://backlinko.com/increase-conversions
The cheese and the mouse trap
Thanks for the inspiration Andy Crestodina42
Traffic Champions Conversion Champions
You need to plan your content
Absolutely, but….
Marketing Agility
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“Telia launches new profile”
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Newsletter at 8 on sunday morning!!!
Subject line: “Slept to late this morning?”
What’s going on?
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“Sub marine”
“Pig flu”
Content that Converted
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http://conversionista.se/sl-ny-responsiv-sajt/
What’s this?
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Content that Converted
Content that Converted
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And it don’t stop there
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15 People
2 Million Euro
O Sales people
We’re not even good at it!
Some people that got in touch with us
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Your todo list
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Stop yelling in your own language, start speaking in your customers’
Kill the “whitepaper of the month” approach
If it aint working, you’re doing it in the wrong place.
Beware of the web site graveyard
Be agile or die
E Commerce effectiveness tool
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Get visitors to stay
Get visitors to a product page
Get visitors to a add to cart
Get visitorsncheck out
Bonus!