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Content FirstStrategies for a devoted audienceKevin MurphyDirector of Digital Strategy, CMD@kevmurphy.
Transaction vs. Relationship
ImmediacyGratificationPrice Driven
AffinityValueSolution/Inspiration Driven
Source: CMO Council, 2014
Loyal
Discount
Lifestyle
Wanderers
Need Based
Relationship Driven Customers
Informative
Human
Engaging
Transparent
Authoritative
Starting with Content
Decision Humps
Should I go to ATL?
Should I book now?Price, need.Transaction Based.
Should I share?Confidence that it is the right decision.Relation Based Confidence that it
was the right decision.Relation Based
Developing A Content Mix • Step out of the sales funnel for a moment• Have a human voice• Give the customer confidence to get over the
decision humps• Use incentives sparingly, when you need
them• Surprise and delight
Finding (Building) the Right Content
WebSocialEcommerce EnginePost SaleRewards ProgramAdvertisingDynamic In-Content SEO Landing Pages
EmployeesCustomersFreelancersExpertsAgency
Relationship Driven ResultsIncreased Customer Advocacy
Increase in Transaction Value
Shorter Evaluation Period,Increased Loyalty
+ Positive Brand Perception