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Content marketing that converts - Istanbul

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My popular Content marketing presentation - Now in Turkish!
(no just kidding Englis, but the version I gave at the Conversion Summit in Istanbul 2014)

Publicado en: Empresariales
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Content marketing that converts - Istanbul

  1. 1. 1 Conversion Summit Istanbul Content Marketing that converts
  2. 2. John Ekman 2 2 aka The Chief Conversionista aka The Conversion Eagle aka The Conversion king of Sweden
  3. 3. A lot has happened since then…. ✓ Conversion Jam x 4 ✓ Conversion Manager x 60 ✓ 300 projects ✓ 15 employees
  4. 4. The brag slide Media 4 E-Commerce B2C Leadgen B2B Leadgen
  5. 5. “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
  6. 6. This shit is hot! 6
  7. 7. 7 Content Marketing is like sex in high school
  8. 8. Don’t let Content Marketing become your Panikragg
  9. 9. My neighbour - Sven
  10. 10. Content Marketing Inbound Marketing Lead Generation Marketing Automation Lead Nurturing Drip Marketing
  11. 11. The ad agencies move in
  12. 12. 13 “We’ve made this great campaign which got us tons of new visitors but it didn’t seem to generate much sales”
  13. 13. 14 14 The IT guys move in MA
  14. 14. 15 The ever present dream of “Automation” 15 “Automobile” Automated Manufacturing Salesforce Automation
  15. 15. The biggest secret of Marketing Automation - It’s not automated!
  16. 16. Don’t put the carriage in front of the horse 17
  17. 17. G.I.G.O.
  18. 18. 19 19 MA When you see this guy….. ….run to the door!
  19. 19. Why this thing called “Inbound marketing”? 1. Buyers change 2. Media changes
  20. 20. 21 Do I have you full attention Sir?!
  21. 21. 22 Hello - Anybody home?
  22. 22. Your buyer Most of it happens on the web 23 A very large part of the prospect’s buying process happens before you’re even invited 23 Google it
  23. 23. 24 Purchased media is the premium you have to pay because you don’t have loyal fans
  24. 24. 25 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.
  25. 25. Prospect awareness scale Unaware Problem Aware Solution Aware Product Aware Most Aware 26 *Based on: Five levels of Awareness , från ”Breakthrough Advertising , av Eugene Schwartz, 1996 http://www.copyblogger.com/blog-selling/
  26. 26. 27 Your biggest problem?
  27. 27. The waspinator 28 “Ultra Silent” get rid of godamn wasps “Non poisonous” “Eco certified” “Safe for children”
  28. 28. 29 The language of your customers Do you speak it?!
  29. 29. 30 Ping-pong? Table Tennis?
  30. 30. Early stage content 31 Unaware Problem Aware Solution Aware Product Aware Most Aware
  31. 31. Ok Jean Claude One more chance
  32. 32. Let’s start a blog! 33
  33. 33. Look We f**k up too!!
  34. 34. “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”
  35. 35. Case - Secmaker
  36. 36. “Whitepaper of the month”
  37. 37. Brian Dean - Backlinko 41 http://backlinko.com/increase-conversions
  38. 38. The cheese and the mouse trap Thanks for the inspiration Andy Crestodina 42 Traffic Champions Conversion Champions
  39. 39. You need to plan your content Absolutely, but….
  40. 40. Marketing Agility 44
  41. 41. 46 “Telia launches new profile”
  42. 42. 47 Newsletter at 8 on sunday morning!!! Subject line: “Slept to late this morning?”
  43. 43. What’s going on? 48 “Sub marine” “Pig flu”
  44. 44. Content that Converted 49 http://conversionista.se/sl-ny-responsiv-sajt/ What’s this?
  45. 45. 50 Content that Converted
  46. 46. Content that Converted 51
  47. 47. And it don’t stop there 52
  48. 48. 15 People 2 Million Euro O Sales people We’re not even good at it!
  49. 49. Some people that got in touch with us 54
  50. 50. Your todo list 55 Stop yelling in your own language, start speaking in your customers’ Kill the “whitepaper of the month” approach Beware of the web site graveyard Be agile or die If it aint working, you’re doing it in the wrong place.
  51. 51. Tesukkur Ederim! @conversionista john@conversionista.se www.conversionista.se Always Be Converting!
  52. 52. E Commerce effectiveness tool 57 Get visitors to stay Get visitors to a product page Get visitors to a add to cart Get visitorsncheck out Bonus!

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