Creating a Customer-Driven Content Strategy By Casie Gillette
Creating a Customer-Driven Content Strategy | SMX West 2017
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#SMX #32C1 @casieg …give your customers the answer they need. Creating a Customer- Driven Content Strategy
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Transcript of Creating a Customer-Driven Content Strategy | SMX West 2017
#SMX #32C1 @casieg…give your customers the answer they need.
Creating a Customer-
Driven Content Strategy
#SMX #32C1 @casieg
• What I Do: Director of Online Marketing at KoMarketing, a B2B Digital Marketing firm in Boston, MA.
• I’m Old: In the online marketing industry for over 12 years, working on both the agency side and in-house.
• Things I Like: SEO, Dogs, Pizza, Netflix & Smiling…it’s my favorite.
• Find Me: Connect with me on Twitter @casieg.
About Casie (Sounds Like K-C)
#SMX #32C1 @casieg
https://www.komarketing.com/smxwest2017
#SMX #32C1 @casieg
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how did you get here?
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yay…marketing!
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but which one?
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yo! any recs?
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But which one?leave me alone.
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to the show!
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CONTENT
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Stop creating content for the sake of creating content.
T Tip:
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Your content must have a goal.
Bonus T
Tip:
#SMX #32C1 @casieg• B2B buyer journey by Assaf Dudai
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“best marketing conference”
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KEYWORDSbut different…and kind of better
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QUESTIONS
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27% of search queries are questions.
~ BlueNile
T Fact:
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Answer boxes were in 15% of SERPs.
~ GetStat
T Fact:
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aggregate the data.
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not wrong.
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mine.
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referrals.
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social.
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competition.
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CONTENTunderstanding & finding gaps
success • have • need
#SMX #32C1 @casieg• B2B buyer journey by Assaf Dudai
#SMX #32C1 @casieg
questions
channels
blog post case study
ebook
video demo
whitepaper
channels
channels channels
channels
channels
channels
blog post
video
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Keyword Target
Answer Box
More Questions
questions.
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paid content.
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questions
channels
blog post case study
ebook
video demo
whitepaper
channels
channels channels
channels
channels
channels
blog post
video
#SMX #32C1 @casieg
decisions. we make them.
#SMX #32C1 @casieg
questions. we ask them.
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content. me love it.
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nailed it.
#SMX #32C1 @casieg
https://www.komarketing.com/smxwest2017
THANKS!
#SMX #32C1 @casiegLEARN MORE: UPCOMING @SMX EVENTS
THANK YOU! SEE YOU AT THE NEXT #SMX
