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Content Marketing Strategy - Using Data Mining to Discover Buying Objections

Discover how to use advanced query operators and data mining tools to uncover genuine customer buying-objections to inform your content marketing strategy.

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Content Marketing Strategy - Using Data Mining to Discover Buying Objections

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  1. BUYING OBJECTIONS & problem-solving content!

  2. Organic digital marketing Organic digital marketing Global Campaigns Creativity & Connection Delight & Inform G G G

  3. CREDITS Best Use of Search – Retail* Fast Growth – Wirehive 100 Awards Hreflang Sitemaps *UK Search Awards

  4. Content Marketing

  5. Discover Social, attraction, Awareness

  6. Research

  7. Consider

  8. Decide BUY User guides, Aftercare

  9. 90%of consumers… …find custom content useful TMG CUSTOM MEDIA

  10. 61%of consumers… …feel better about a business -more likely to buy CUSTOM CONTENT COUNCIL

  11. Content Marketing

  12. Consultative “Sell” Experiential Selling Value Solution

  13. Six steps in consultative sales • research • Ask • listen • Teach • Qualify • close http://blog.hubspot.com/customers/bid/172099/The-Consultative-Sales-Process-6-Principles

  14. Applied to content marketing • research • Ask Find Problems • listen • Teach • Qualify Present Solutions • close

  15. Problem? What Problem?

  16. “pictures of dead people “ “aftermath of incest” “divorce laws in ohio” “how to kill your wife” “the sociopathic relationship” “names of females murdered or found dead in pomona california in 2005” “who is not allowed to adopt” “free remote keyloggers”

  17. Informational Transactional Navigational Research Consider Decide

  18. “Not “Not provided” provided” MEANS NO ACCESS MEANS NO ACCESS TO QUERY DATA TO QUERY DATA

  19. Utilise… Historical keyword data On-site search logs

  20. FORUMS & QA Sites

  21. Pick A Product

  22. seed terms Product name, brand and product brand combinations

  23. Dagger Dagger Kayak Axis Kayak Kayak Sea Kayak Crossover Kayak G

  24. Connectivity

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

  26. site:mumsnet.com –local.mumsnet.com kayak data goldmine…

  27. Stowing hatch big enough for a tent? Fear of capsizing Fix All 404 Will I be able to kayak again?

  28. DataMiner Chrome Extension

  29. XLS or Google doc

  30. Analysing Common Themes • Strip Noise words • Group synonyms (Fear + Phobia) • Group into taxonomic types • Count of themes • Data case for topic & scheduling

  31. Mechanics

  32. Content mechanics • Simple blog posts • faqs • Games • Tools • Infographics

  33. Top 10 Packing Hacks for a Kayaking Weekend

  34. Where to kayak: An interactive guide Las Palmas Ocean Kayaks 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.

  35. buying objections Inform content strategy at “research” and “consider” stages & sell with content!

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

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