BUYING OBJECTIONS & problem-solving content!

Organic digital marketing

G Global Campaigns

G Creativity & Connection

G Delight & Inform

Organic digital marketing

CREDITS

Best Use of Search – Retail* Fast Growth – Wirehive 100 Awards Hreflang Sitemaps

*UK Search Awards

Content Marketing

Discover Social, attraction,

Awareness

Research

Consider

BUY User guides, Aftercare

Decide

90% of consumers…

…find custom content useful

TMG CUSTOM MEDIA

61% of consumers…

…feel better about a business -more likely to buy

CUSTOM CONTENT COUNCIL

Content Marketing

Consultative “Sell”

Experiential

Selling Value

Solution

• research

• Ask

• listen

• Teach

• Qualify

• close

Six steps in consultative sales

http://blog.hubspot.com/customers/bid/172099/The-Consultative-Sales-Process-6-Principles

• research

• Ask

• listen

• Teach

• Qualify

• close

Applied to content marketing

Find Problems

Present Solutions

Problem? What Problem?

“pictures of dead people “

“divorce laws in ohio”

“names of females murdered or found dead in pomona california in 2005”

“how to kill your wife”

“aftermath of incest”

“who is not allowed to adopt”

“free remote keyloggers” “the sociopathic relationship”

Informational Transactional Navigational

Research Consider Decide

“Not provided”

MEANS NO ACCESS TO QUERY DATA

Utilise…

Historical keyword data

On-site search logs

FORUMS & QA Sites

Pick A Product

seed terms

Product name, brand and product brand combinations

Kayak Sea Kayak

Crossover Kayak G

Dagger Dagger Kayak

Axis Kayak

Connectivity

:kayak OR canoe :kayak –canoe :“daggar kayak” : daggar kayak

site:mumsnet.com –local.mumsnet.com kayak

data goldmine…

Fix All 404

Stowing hatch big enough for a

tent?

Will I be able to kayak again?

Fear of capsizing

DataMiner Chrome Extension

XLS or Google doc

• Strip Noise words

• Group synonyms (Fear + Phobia)

• Group into taxonomic types

• Count of themes

• Data case for topic & scheduling

Analysing Common Themes

Mechanics

• Simple blog posts

• faqs

• Games

• Tools

• Infographics

Content mechanics

Top 10 Packing Hacks for a Kayaking Weekend

Las Palmas Ocean Kayaks

Where to kayak: An interactive guide

An amazing ocean kayaking experience in the white waters of the Canary

Islands, provides an amazing ocean kayaking experience in the white waters

of the Canary Islands. Sun, sea, air, water and more.

buying objections

Inform content strategy at “research” and “consider” stages & sell with content!

Can we help?

Tel: +44(0)1256 384 890 E-mail: nichola.stott@themediaflow.com Twitter: @NicholaStott Web: www.themediaflow.com