webinar: creating a customer-centric content strategy

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.

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

THE NEW CUSTOMER EXPERIENCE@casieg •@komarketing

“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

“By 2020, customer experience will overtake price and product as the key brand differentiator.”

~ CUSTOMERS 2020 REPORT

@casieg •@komarketing

“In just a few years 89% of businesses will compete mainly on customer experience.”

~GARTNER

@casieg •@komarketing

@casieg •@komarketing

@casieg •@komarketing

@casieg •@komarketing

? ? ?@casieg •@komarketing

$ $ $@casieg •@komarketing

“U.S. brands lose approximately $41 billion each year due to poor customer service.”

~ NEW VOICE MEDIA

@casieg •@komarketing

“95% of dissatisfied customers tell others about their bad experience”

~DIMENSIONAL RESEARCH

@casieg •@komarketing

CUSTOMERS NOW HAVE THE POWER

@casieg •@komarketing

@casieg •@komarketing

@casieg •@komarketing

“90% Of Customers Say Buying Decisions Are Influenced By Online Reviews.”

~DIMENSIONAL RESEARCH

@casieg •@komarketing

@casieg •@komarketing

@casieg •@komarketing

@casieg •@komarketing

@casieg •@komarketing

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

CUSTOMERS & YOURKEYWORD STRATEGY

@casieg •@komarketing

“50% of search queries are four words or longer.”

~BLUE NILE RESEARCH

@casieg •@komarketing

“27% of search queries are questions.”

~BLUE NILE RESEARCH

@casieg •@komarketing

“70% growth in YouTube How-to searches in 2014.”

~GOOGLE

@casieg •@komarketing

“The average voice search query is 5-6 keywords.”

~GREG STERLING

@casieg •@komarketing

@casieg •@komarketing

@casieg •@komarketing

? ? ?@casieg •@komarketing

CASE STUDY

@casieg •@komarketing

@casieg •@komarketing

CABINETS

INDUSTRIALCABINETS

201520142013

50% INCREASE IN ORGANIC TRAFFIC

@casieg •@komarketing

CABINETS

INDUSTRIALCABINETS

201520142013

50% INCREASE IN ORGANIC CONVERSIONS

@casieg •@komarketing

? CUSTOMERQUESTIONS

@casieg •@komarketing

@casieg •@komarketing

@casieg •@komarketing

@casieg •@komarketing

@casieg •@komarketing

@casieg •@komarketing

@casieg •@komarketing

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

FINDING YOUR CONTENT GAPS

@casieg •@komarketing

“There is currently a disconnect between what B2B buyers want & the content vendors actually provide.”

~KOMARKETING

@casieg •@komarketing

CASE STUDY

@casieg •@komarketing

@casieg •@komarketing

@casieg •@komarketing

NEW CONTENT

MONTH 3MONTH 2MONTH 1

53% INCREASE IN ORGANIC TRAFFIC

@casieg •@komarketing

? CUSTOMERQUESTIONS

@casieg •@komarketing

USE YOUR CUSTOMER SUPPORT TEAM

@casieg •@komarketing

@casieg •@komarketing

@casieg •@komarketing

@casieg •@komarketing

@casieg •@komarketing

@casieg •@komarketing

@casieg •@komarketing

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

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