Content Marketing Strategy - Using Data Mining to Discover Buying Objections
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BUYING OBJECTIONS & problem-solving content!
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Discover how to use advanced query operators and data mining tools to uncover genuine customer buying-objections to inform your content marketing strategy.
Transcript of Content Marketing Strategy - Using Data Mining to Discover Buying Objections
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: [email protected] Twitter: @NicholaStott Web: www.themediaflow.com
