Oli Gardner — Content Marketing is Broken and Only Your M.O.M. Can Save You (Turing Fest 2018)

Traditional content marketing focuses on educational value at the expense of product value, which is a broken and outdated way of thinking. We all need to sell a product, and our visitors all need a product to improve their lives, but we’re so afraid of being seen as salesy that somehow we got lost, and we forgot why our content even exists.

We need our M.O.M.s!

No, I’m not talking about your actual mom, mum, or mother. I’m talking about your Marketing Optimization Map. Your M.O.M. is your guide to exploring the nuances of optimized content marketing through a product-focused lens. In this session you’ll learn:

- A context-to-content-to-conversion strategy for big content that converts

- Data and lessons learned from my biggest ever content marketing experiment, and how those lessons have changed my approach to content

- How to use “choose your own adventure” navigational experiences to build behavioural profiles of your visitors

- How to design interactive content that exposes your product to your visitors in a mutually beneficial way

Transcript

1. @OliGardner #TuringFest @unbounce Content Marketing is Broken & only your can save you MOM
3. Add To “Basket”
5. Add To “Basket” Again?
6. Already in “Basket”
7. Appeal?
8. Maybe Up Here?
11. Option #1 - Remove
12. Option #2 - Cancel “Purchase”
13. Option #3 - Add Violation
17. V6K 2R1
18. SPACE!!!!
19. No NEXT button
20. No “Pay Now” button
22. Content is Every Experience We Create. Not Just Blog Posts.
23. @OliGardner #TuringFest @unbounce What EasyPark Should’ve done
24. Purpose
25. An experience designed for paying a parking ticket Purpose
26. Want to Avoid Parking Fines? Interactive Content
27. Want to Avoid Parking Fines? Tell us when you usually park and get app notifications Interactive Content
28. Want to Avoid Parking Fines? Tell us when you usually park and get app notifications Interactive Content 8:00AM 9:00AM 11:00AM 10:00AM 12:00PM
29. 8:00AM 11:00AM 10:00AM 12:00PM 9:00AM Gather Context & Data
30. Product View
31. content marketing is broken
32. WE HAVE 1.06 PRODUCTS
33. Drinking with my co-founders
34. @OliGardner #TuringFest @unbounce *Conversion = blog content to new trial start (nts) Historical blog average: 0.26%*
35. @OliGardner #TuringFest @unbounce Is Content Marketing a Waste of Time & Money?
37. Andy Crestodina Orbit Media
38. Andy Crestodina Orbit Media
39. “The content drives the links, which drive the authority, which drive the rankings, which drive qualified visitors who searched for a “commercial intent” keyphrase .. and now you have a visitor who is highly likely to convert, unlike your typical blog reader.” Andy Crestodina, Orbit Media On the roll content plays in conversion
40. 20 POSTS 37,000 WORDS
41. then i waited
42. 0.67%* = +158% above average *Conversion = blog content to new trial start (nts)
43. Content Marketing Is NOT a Waste of Time
44. how do you create customer-centric content for product awareness?
45. how do you create customer-centric content for product awareness? without ruining your marriage That scales
46. I needed my m.o.m.
48. @OliGardner #TuringFest @unbounce Marketing Optimization Map
49. Your m.o.m. Is
50. Your m.o.m. Is A Content Marketing strategy For Product Awareness
51. Your m.o.m. Is A Content Marketing strategy For Product Awareness Built on an Event-Based Behavioural Model..
53. product awareness goals
54. 1 context
55. 2 1 content
56. 3 2 1 conversion
58. slides >> bit.ly/mom-tf
59. example #1 SaaS Blog Redesign
60. Let blog visitors know we have three products Product awareness goal:
61. 3 1 2
63. Same navigation as every SaaS company
64. ZERO mentions of the product(s)
65. i ran a 5-second test
66. question: what product does this company sell?
68. 0% got it right
69. 0% got it right MailChimp
70. 0% got it right HubSpot
71. 0% got it right Asana
72. Nobody clicks the header cta
73. Nobody clicks the sidebar CTAs (0.09%)
74. 3 1 2
77. Who we are
78. Value Proposition
79. Our (3) products
80. re-ran the 5-second test
83. 3 1 2
84. @OliGardner #TuringFest @unbounce How did it impact interaction with the product ctas?
86. Landing Pages post
87. Popups post
88. Sticky Bars post
89. @OliGardner #TuringFest @unbounce Blog Post Topics Heavily Influenced Product CTA Clicks
90. @OliGardner #TuringFest @unbounce How about signups.
91. Blog post category Before *1 After *2 Change *1 Five-month trailing average NTS *2 Two-Month average NTS
92. Blog post category Before *1 After *2 Change *1 Five-month trailing average NTS *2 Two-Month average NTS unbounce.com/landing-page-examples / 0.37%
93. Blog post category unbounce.com/landing-page-examples / Before *1 After *2 Change 0.37% 0.51% +38% *1 Five-month trailing average NTS *2 Two-Month average NTS
94. Blog post category unbounce.com/landing-page-examples / Before *1 After *2 Change unbounce.com/landing-pages / *1 Five-month trailing average NTS *2 Two-Month average NTS 0.37% 0.51% +38% 0.35% 0.48% +37%
95. Blog post category unbounce.com/landing-page-examples / Before *1 After *2 Change unbounce.com/landing-pages / unbounce.com/conversion-optimization / 0.37% 0.51% +38% 0.22% 0.37% +68% *1 Five-month trailing average NTS *2 Two-Month average NTS 0.35% 0.48% +37%
96. Blog post category unbounce.com/landing-page-examples / Before *1 After *2 0.37% Change 0.51% +38% unbounce.com/landing-pages / unbounce.com/conversion-optimization / 0.22% 0.37% +68% unbounce.com/ppc / 0.32% 0.27% -16% *1 Five-month trailing average NTS *2 Two-Month average NTS 0.35% 0.48% +37%
97. Increase your Google Ads Quality Score with
102. example #2 CYOA
104. 3 1 2
105. 1 Context Profile
106. 1 Context Profile • questions
107. 1 Context Profile • questions • Rewards
108. 1 Context Profile • questions • Rewards • Accelerants
109. Fictional Product Example
110. Fictional Product Example The Nessie Ayr Conditioner Extension
111. Fictional Product Example The Nessie Ayr Conditioner Extension Easily connects to your a/c unit, to cool any room, and keep your family comfortable.
112. Nessie Easily connects to your a/c unit
113. Nessie Reaches every room in your house
114. Nessie To keep your whole family cool
115. Context-building Question
116. Context-building Question yes no Do you have dogs? Answer to learn how important cool temperatures are for your pups!
117. yes no Do you have dogs? Answer to learn how important cool temperatures are for your pups! Context-building Question
118. Nessie is flexible!
119. And pet friendly
120. Nessie very pet friendly
121. Real Product Example
122. Rebooting The Landing Page Course Real Product Example
123. @OliGardner #TuringFest @unbounce
124. 1 Context Profile Document
126. 3 1 2
127. Different types of context-building question require different types of interactive content. 2 Interactive Content
128. Show me the thing Another question question four question three question one A B C D 2
129. Show me the thing Another question question four question three question one On-Demand FAQ On-Demand Playlist On-Demand Expose A B C D 2
130. Show me the thing Another question question four question three question one Nav Anchor Nav Global A B C D 2
131. Choose an interaction model appropriate for your context needs Show me the thing Another question question four question three question one Response-Reward Poll A B C D 2
132. Show me the thing Another question question four question three question one Response-Reward Poll A B C D 2 Response-Reward Poll
133. A B C D Unlock Reward 2
135. <span id=“cyoapollindustry" data-mom=“TRUE” data-momcontentobject=“MOM-CYOA-POLL” data-momcontextname=“What industry are you in?” data-momcontextvalue=“Travel”>TRAVEL</span>
136. @OliGardner #TuringFest @unbounce Enriched Context - Industry Cookie GDPR cookie bar example from AdeLewis.com
137. Video Contains In-App Product Demo With a Generic Landing Page Template
140. 10 context-cookie-targeted segments
141. Real Estate Higher Education Travel Business Services Health Home Improvement
142. Now this video is personalized for the visitor
143. 3 1 2
147. 3 How did interaction events influence conversion? Results
148. GOAL
149. Average # didn’t convert did convert 3 Diff
150. 3.89 Average # didn’t convert did convert 3 Diff
151. 3.89 8.46 Average # didn’t convert did convert 3 +117% Diff
152. 3.89 8.46 Average # didn’t convert did convert 3 +117% Diff CYOA-Nav % of total events Event Type
153. 3.89 8.46 Average # didn’t convert did convert 3 +117% Diff 9.2% CYOA-Nav % of total events Event Type
154. 3.89 8.46 Average # didn’t convert did convert 3 +117% Diff 9.2% 14.73 CYOA-Nav +60% % of total events Event Type
155. 3.89 8.46 Average # didn’t convert did convert 3 +117% Diff 9.2% 14.73 CYOA-Nav +60% % of total events Event Type 4.35% 6.36% CYOA-FAQ +46%
156. 3.89 8.46 Average # didn’t convert did convert 3 +117% Diff 9.2% 14.73 CYOA-Nav +60% % of total events Event Type 4.35% 6.36% CYOA-FAQ +46% 3.60% 4.76% CYOA-Poll +32%
157. 3.89 8.46 Average # didn’t convert did convert 3 +117% Diff 9.2% 14.73 CYOA-Nav +60% % of total events Event Type 4.35% 6.36% CYOA-FAQ +46% 3.60% 4.76% CYOA-Poll +32% 1.92% 3.46% CYOA-Playlist +80%
158. @OliGardner #TuringFest @unbounce Visitors who converted Demonstrated notably higher levels of interactive behaviour
159. interaction creates engagement
160. interaction creates engagement engagement creates conversion opportunities
161. 3.89 8.46 Average # didn’t convert did convert 3 +117% Diff 9.2% 14.73 CYOA-Nav +60% % of total events Event Type 4.35% 6.36% CYOA-FAQ +46% 3.60% 4.76% CYOA-Poll +32% 1.92% 3.46% CYOA-Playlist +80% ? ? P.I.V. ?
162. sweet content dude!
163. None of these posts produced any meaningful data around product awareness and product views
164. what is meaningful?
165. Meaningful Not Meaningful
166. 3rd Thursday in March Meaningful Not Meaningful
167. 3rd Thursday in March 1st Day of Spring Meaningful Not Meaningful
168. Meaningful Not Meaningful VISITORS WATCH ON AVERAGE 67% OF YOUR VIDEO
169. Meaningful Not Meaningful VISITORS WATCH ON AVERAGE 67% OF YOUR VIDEO 54% OF VISITORS SAW THE PRODUCT IN ACTION
170. Meaningful Not Meaningful VISITORS WATCH ON AVERAGE 67% OF YOUR VIDEO 54% OF VISITORS SAW THE PRODUCT IN ACTION P.I.V.
171. P.I.V. at 3:04
172. example #3 capturing P.I.V. events
173. add meaning by semantically labelling the code beneath your content
176. add meaning by semantically labelling the code beneath your content ecommerce does this well content marketers do not
177. M.O.M. Architecture (free tool i’m building) GTM Container M.O.M. Javascript Code Library Data Studio Report Templates
178. M.O.M. Architecture (free tool i’m building) GTM Container M.O.M. Javascript Code Library Data Studio Report Templates let me know here >> bit.ly/mom-tf
179. 3 steps to better product awareness data
180. 1. Register the product view
182. 2. Add product attributes to the code
183. <div id=“momvideo1” class=“mom-piv" data-mom=“TRUE” data-mompiv=“TRUE” data-momproductname=“Landing Pages” data-momproductviewtype=“Feature” data-momproductviewformat=“Video” data-momproductviewdescription=“Reorder page sections” />{{ Wistia Video Code }}</div> 1 2 3 4 5 6 7 8 <img src=“screenshot2.png” class=“mom-piv" data-mom=“TRUE” data-mompiv=“TRUE” data-momproductname=“Sticky Bars” data-momproductviewtype=“Use Case” data-momproductviewformat=“Screenshot” data-momproductviewdescription=“Builder - Microsite Nav” /> 1 2 3 4 5 6 7 8 <div id=“momvideo2” class=“mom-piv" data-mom=“TRUE” data-mompiv=“TRUE” data-momproductname=“Landing Pages” data-momproductviewtype=“Benefit” data-momproductviewformat=“Video” data-momproductviewdescription=“Cut and paste page sections between pages” />{{ Wistia Video Code }}</div> 1 2 3 4 5 6 7 8 9 <img src=“screenshot3.png” class=“mom-piv" data-mom=“TRUE” data-mompiv=“TRUE” data-momproductname=“Sticky Bars” data-momproductviewtype=“Feature” data-momproductviewformat=“Screenshot” data-momproductviewdescription=“Triggers and targeting” /> 1 2 3 4 5 6 7 8 <img src=“screenshot1.png” class=“mom-piv" data-mom=“TRUE” data-mompiv=“TRUE” data-momproductname=“Landing Pages” data-momproductviewtype=“Feature” data-momproductviewformat=“Screenshot” data-momproductviewdescription=“App UI - Pages List” /> 1 2 3 4 5 6 7 8 <img src=“screenshot1.png” class=“mom-piv" data-mom=“TRUE” data-mompiv=“TRUE” data-momproductname=“Landing Pages” data-momproductviewtype=“Feature” data-momproductviewformat=“Screenshot” data-momproductviewdescription=“App UI - Pages List” /> 1 2 3 4 5 6 7 8 <img src=“screenshot1.png” class=“mom-piv" data-mom=“TRUE” data-mompiv=“TRUE” data-momproductname=“Landing Pages” data-momproductviewtype=“Feature” data-momproductviewformat=“Screenshot” data-momproductviewdescription=“App UI - Pages List” /> 1 2 3 4 5 6 7 8 <img src=“screenshot1.png” /> 1 2 3 4 5 6 7 8
184. 3. Get very specific
185. Event Category Event Action Video Play Video 25% Video Pause Video Play Video 25% Video Pause Typical video interaction events
187. var momVideo1 = new PIVVideo( 'mom-video-deletepagesections', [ { productName: product1, spec: myMOM.products[product1].productSpecifications.features[1], pivStart: 10, pivEnd: 30, }, { productName: product2, spec: myMOM.products[product2].productSpecifications.benefits[1], pivStart: 43, pivEnd: 69, }, { productName: product2, spec: myMOM.products[product2].productSpecifications.usecases[2], pivStart: 82, pivEnd: 95, }, ] ); 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 P.I.V. Video Events
188. var momVideo1 = new PIVVideo( 'mom-video-deletepagesections', [ { productName: product1, spec: myMOM.products[product1].productSpecifications.features[1], pivStart: 10, pivEnd: 30, }, { productName: product2, spec: myMOM.products[product2].productSpecifications.benefits[1], pivStart: 43, pivEnd: 69, }, { productName: product2, spec: myMOM.products[product2].productSpecifications.usecases[2], pivStart: 82, pivEnd: 95, }, ] ); 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 P.I.V. Video Events the product
189. var momVideo1 = new PIVVideo( 'mom-video-deletepagesections', [ { productName: product1, spec: myMOM.products[product1].productSpecifications.features[1], pivStart: 10, pivEnd: 30, }, { productName: product2, spec: myMOM.products[product2].productSpecifications.benefits[1], pivStart: 43, pivEnd: 69, }, { productName: product2, spec: myMOM.products[product2].productSpecifications.usecases[2], pivStart: 82, pivEnd: 95, }, ] ); 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 P.I.V. Video Events the feature
190. var momVideo1 = new PIVVideo( 'mom-video-deletepagesections', [ { productName: product1, spec: myMOM.products[product1].productSpecifications.features[1], pivStart: 10, pivEnd: 30, }, { productName: product2, spec: myMOM.products[product2].productSpecifications.benefits[1], pivStart: 43, pivEnd: 69, }, { productName: product2, spec: myMOM.products[product2].productSpecifications.usecases[2], pivStart: 82, pivEnd: 95, }, ] ); 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 P.I.V. Video Events When the product appears
191. var momVideo1 = new PIVVideo( 'mom-video-deletepagesections', [ { productName: product1, spec: myMOM.products[product1].productSpecifications.features[1], pivStart: 10, pivEnd: 30, }, { productName: product2, spec: myMOM.products[product2].productSpecifications.benefits[1], pivStart: 43, pivEnd: 69, }, { productName: product2, spec: myMOM.products[product2].productSpecifications.usecases[2], pivStart: 82, pivEnd: 95, }, ] ); 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 P.I.V. Video Events When the product disappears
192. Event Category Event Action PIV: Landing Pages - Feature - “Re-order page sections” Video [0:39] PIV: Landing Pages - Benefit - “DTR increases quality score” Video [1:22] PIV: Sticky Bars - Use Case - “Global nav bar” Video [3:19] PIV: Landing Pages - Feature - “Re-order page sections” Video [0:39] PIV: Landing Pages - Benefit - “DTR increases quality score” Video [1:22] PIV: Sticky Bars - Use Case - “Global nav bar” Video [3:19] Video Metrics for Product Awareness
193. 3.89 8.46 Average # didn’t convert did convert 3 +117% Diff 9.2% 14.73 CYOA-Nav +60% % of total events Event Type 4.35% 6.36% CYOA-FAQ +46% 3.60% 4.76% CYOA-Poll +32% 1.92% 3.46% CYOA-Playlist +80% ? ? P.I.V. ?
194. 3.89 8.46 Average # didn’t convert did convert 3 +117% Diff 9.2% 14.73 CYOA-Nav +60% % of total events Event Type 4.35% 6.36% CYOA-FAQ +46% 3.60% 4.76% CYOA-Poll +32% 1.92% 3.46% CYOA-Playlist +80% 4.10% 5.26% P.I.V. +28%
195. every interaction creates a product awareness opportunity
196. GTM Context Events P.I.V. Events A B C D Show me the thing Another question question four question three question one GA Data Studio Context Cookies Context Profile
197. @OliGardner #TuringFest @unbounce i need some data from kissmetrics.
200. @OliGardner #TuringFest @unbounce What’s the most clicked link on your homepage?
202. example #4 The Login Hijack
203. Let existing customers know about a new feature Product awareness goal:
204. 3 1 2
205. @OliGardner #TuringFest @unbounce 35% of homepage traffic is there to log in to the app
206. @OliGardner #TuringFest @unbounce This is very common behaviour
207. @OliGardner #TuringFest @unbounce Scary part is how many people don’t know!
208. 3 1 2
210. It’s not a f**king popup…
211. @OliGardner #TuringFest @unbounce Nobody will look at your product if you don’t show it...
212. 3 things To remember...
213. @OliGardner #TuringFest @unbounce Design With Purpose Creates Data With Meaning
214. your mom’s always right
215. This mu’f*ckr is real! #nessie
216. @OliGardner #TuringFest @unbounce Thank You Turing Fest! << And that guy
217. slides >> bit.ly/mom-tf