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

Turing Fest
August 02, 2018

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Traditional content marketing focuses on educational value at the expense of product value, which is a broken and outdated way of thinking.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

Turing Fest

August 02, 2018
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  1. Want to Avoid Parking Fines? Tell us when you usually

    park and get app notifications Interactive Content
  2. 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
  3. “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
  4. Your m.o.m. Is A Content Marketing strategy For Product Awareness

    Built on an Event-Based Behavioural Model..
  5. 4

  6. Blog post category Before *1 After *2 Change *1 Five-month

    trailing average NTS *2 Two-Month average NTS
  7. 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%
  8. 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
  9. 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%
  10. 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%
  11. 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%
  12. Fictional Product Example The Nessie Ayr Conditioner Extension Easily connects

    to your a/c unit, to cool any room, and keep your family comfortable.
  13. Context-building Question yes no Do you have dogs? Answer to

    learn how important cool temperatures are for your pups!
  14. yes no Do you have dogs? Answer to learn how

    important cool temperatures are for your pups! Context-building Question
  15. 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
  16. Show me the thing Another question question four question three

    question one Nav Anchor Nav Global A B C D 2
  17. 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
  18. Show me the thing Another question question four question three

    question one Response-Reward Poll A B C D 2 Response-Reward Poll
  19. 3.89 8.46 Average # didn’t convert did convert 3 +117%

    Diff CYOA-Nav % of total events Event Type
  20. 3.89 8.46 Average # didn’t convert did convert 3 +117%

    Diff 9.2% CYOA-Nav % of total events Event Type
  21. 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
  22. 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%
  23. 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%
  24. 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%
  25. 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. ?
  26. Meaningful Not Meaningful VISITORS WATCH ON AVERAGE 67% OF YOUR

    VIDEO 54% OF VISITORS SAW THE PRODUCT IN ACTION
  27. Meaningful Not Meaningful VISITORS WATCH ON AVERAGE 67% OF YOUR

    VIDEO 54% OF VISITORS SAW THE PRODUCT IN ACTION P.I.V.
  28. add meaning by semantically labelling the code beneath your content

    ecommerce does this well content marketers do not
  29. 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
  30. <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
  31. Event Category Event Action Video Play Video 25% Video Pause

    Video Play Video 25% Video Pause Typical video interaction events
  32. 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
  33. 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
  34. 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
  35. 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
  36. 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
  37. 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
  38. 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. ?
  39. 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%
  40. 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