This document summarizes a presentation about how the brain buys products and the failures of content strategies. It discusses how the brain weighs pain versus reward, and how consumers go through awareness stages of being unaware of a problem, aware of the problem, aware of solutions, aware of specific products, and most aware. It then analyzes how an example consumer's journey of wanting to go running in the winter had dead ends and missed opportunities due to lack of central information and strategic directionality in content. It concludes that content strategies should plan for raising awareness at each stage, add relative value, and match content strategically throughout the entire consumer journey.
11. DOES CONTENT
MARKETING STILL WORK?
3 x more likely to generate
high ROI
You’re not distributing it/
there are no CTAs
2
3
Generates 3x as many
leads and leads cost 62%
less
ROI gone up by 300%
It’s not valuable
1 It’s not strategic
#brightonSEO
@_KendaMacdonald
12. 82% OF
CONSUMERS
ARE LOOKING
FOR CONTENT
TO HELP THEM
71% OF B2B USE FOR VALIDATION
61% OF B2C PURCHASE DIRECTLY FROM CONTENT
#brightonSEO
@_KendaMacdonald
15. RUNNING JOURNEY
#brightonSEO
@_KendaMacdonald
Completely Unaware
Problem Aware
Solution Aware
Product Aware
Most Aware
Running outside will be fun!
Puddles are a thing
I need winter trail running gear
I need winter running gear
Thermal tights
Layers
Waterproof trainers
Snow is a thing
Being cold sucks
Budget
Reputation
Reviews Comparisons
Purchase
22. ROUND UP
#brightonSEO
@_KendaMacdonald
Plan for awareness – at each
stage
Add *relative* value to keep
the brain happy
Match content strategically
throughout the whole
journey
Be strategic with your
content directionality to
increase conversions
Welcome
KM , author of the award winning book – hack the buyer brain and founder of AN, specialists in BMA
We help businesses build amazing customer journeys that convert more customers that are happier and spend more money.
I want to share something really cool with you – I want to show you the ONE big thing that we do help our clients double their customer spend.
The strategy behind it, as well as why and how we do this. This strategy has added over a million to the bottom line of one of our clients, doubled another’s business entirely and continues to help others grow between 20% and 50% every year. It’s really cool, it’s quite simple, and it fixes a lot of problems. So let’s dig in shall we?
Buy, who are interested
Buy, who are interested
Buy, who are interested
The earlier you start – the longer you have to influence this
Inbound marketing is 3x more likely to generate a high ROI than outbound
Businesses that focus heavily on inbound efforts drive leads that cost 61% less than outbound leads.
And content marketing’s ROI has risen 300% in the past couple years.
1 - Don’t have a lead magnet / it’s not good
Not having one problem it solves
Not specific enough
Doesn’t solve a problem at all
Not about the customer / too promotional (sales/ brochure)
Newsletter sign up is not a lead magnet
Not aligned with your services
2 – You’re not distributing it
Wrong format, must suit audience
People need to see it: - ads - blogs that get traffic - just finding where your audience hangs out being there - your network - your own list!
3 – You’re not following up
Classic mistake
Take 7 touch points, in reality you need to be consistent with your communications
No good having something that doesn’t lead to customers – just vanity
HELP
Is what we focus on. How you stay relevant, provide helpful content
71% of B2B consumers read the businesses blog before buying to validate their decision
61% of B2C consumers purchase as a result of the content they have consumed prior to purchase
