content marketing - bridging the brand to customer gap
TRANSCRIPT
Your Content Marketing
How Do I Build this Thing?
Professor Joe HinesStoryfinders digital mediac: 714-872-0561
Content Marketing Bridges the Gap Between You and Your Prospect
Know Yourself.
You’re On this Side of the Bridge.
Know Your CustomerYour Customer Is On this Side of the Bridge.
What It Looks Like On Their Side.
Sparks a “Need”
Shopping Behavior.Exploring Options
Narrowing Process
Post PurchaseProcess
Advocacy
Needs and Need States Customer Journey
You’re the Sherpa.Lead Your Customer Up “Mount Decision”#1 Goal: Don’t lose any along the way!
• Video• Infographic• PR
• White Papers• How-To Blogs• Landing Pages• Social
• Comparison Tables• Webinars• Demos
• Case Studies• Reviews’
• Email • Blogs• Social
CCustomer Ascension Model
How Do You Get on Her Radar?• Evaluate first – is there a ‘match’? • Know what she cares about and start there.• Have a plan.• Don’t rush things. • Be consistent.• Be true to your brand, and be sure your brand is true to you.• 3 branding pillars.• Keep it lively!
VarietyBe interestingBe real
• Know where she ‘hangs out’. Be where she is.
Know Where She Hangs Out.
Know Where She Hangs OutSocial Media Channel% of channel users in the demographic
Is this Your Scene?Social Media Platform Who Should Be Here?
Everyone
Everyone
Lifestyle, food, fashion, personalities and luxury brands
B2B businesses
Brands with video content and ads