digital disruption: why winning the zero moment of truth is about smart optimized content
DESCRIPTION
Presented at the Hardware Marketing Council's Spring 2014 Meeting.TRANSCRIPT
![Page 1: Digital Disruption: Why Winning the Zero Moment of Truth is About Smart Optimized Content](https://reader036.vdocuments.us/reader036/viewer/2022062616/5497a441b47959514d8b52fc/html5/thumbnails/1.jpg)
Digital Disruption: Winning the
Zero Moment of TruthMike Wolf
Hardware Marketing Council
@MikeWolf
![Page 2: Digital Disruption: Why Winning the Zero Moment of Truth is About Smart Optimized Content](https://reader036.vdocuments.us/reader036/viewer/2022062616/5497a441b47959514d8b52fc/html5/thumbnails/2.jpg)
Marketing in 2005…
![Page 3: Digital Disruption: Why Winning the Zero Moment of Truth is About Smart Optimized Content](https://reader036.vdocuments.us/reader036/viewer/2022062616/5497a441b47959514d8b52fc/html5/thumbnails/3.jpg)
![Page 4: Digital Disruption: Why Winning the Zero Moment of Truth is About Smart Optimized Content](https://reader036.vdocuments.us/reader036/viewer/2022062616/5497a441b47959514d8b52fc/html5/thumbnails/4.jpg)
![Page 5: Digital Disruption: Why Winning the Zero Moment of Truth is About Smart Optimized Content](https://reader036.vdocuments.us/reader036/viewer/2022062616/5497a441b47959514d8b52fc/html5/thumbnails/5.jpg)
![Page 6: Digital Disruption: Why Winning the Zero Moment of Truth is About Smart Optimized Content](https://reader036.vdocuments.us/reader036/viewer/2022062616/5497a441b47959514d8b52fc/html5/thumbnails/6.jpg)
@MikeWolf
![Page 7: Digital Disruption: Why Winning the Zero Moment of Truth is About Smart Optimized Content](https://reader036.vdocuments.us/reader036/viewer/2022062616/5497a441b47959514d8b52fc/html5/thumbnails/7.jpg)
![Page 8: Digital Disruption: Why Winning the Zero Moment of Truth is About Smart Optimized Content](https://reader036.vdocuments.us/reader036/viewer/2022062616/5497a441b47959514d8b52fc/html5/thumbnails/8.jpg)
![Page 9: Digital Disruption: Why Winning the Zero Moment of Truth is About Smart Optimized Content](https://reader036.vdocuments.us/reader036/viewer/2022062616/5497a441b47959514d8b52fc/html5/thumbnails/9.jpg)
Disruption
![Page 10: Digital Disruption: Why Winning the Zero Moment of Truth is About Smart Optimized Content](https://reader036.vdocuments.us/reader036/viewer/2022062616/5497a441b47959514d8b52fc/html5/thumbnails/10.jpg)
Disruption
@MikeWolf
![Page 11: Digital Disruption: Why Winning the Zero Moment of Truth is About Smart Optimized Content](https://reader036.vdocuments.us/reader036/viewer/2022062616/5497a441b47959514d8b52fc/html5/thumbnails/11.jpg)
The New Consumer Model
@MikeWolf
![Page 12: Digital Disruption: Why Winning the Zero Moment of Truth is About Smart Optimized Content](https://reader036.vdocuments.us/reader036/viewer/2022062616/5497a441b47959514d8b52fc/html5/thumbnails/12.jpg)
@MikeWolf
![Page 13: Digital Disruption: Why Winning the Zero Moment of Truth is About Smart Optimized Content](https://reader036.vdocuments.us/reader036/viewer/2022062616/5497a441b47959514d8b52fc/html5/thumbnails/13.jpg)
![Page 14: Digital Disruption: Why Winning the Zero Moment of Truth is About Smart Optimized Content](https://reader036.vdocuments.us/reader036/viewer/2022062616/5497a441b47959514d8b52fc/html5/thumbnails/14.jpg)
![Page 15: Digital Disruption: Why Winning the Zero Moment of Truth is About Smart Optimized Content](https://reader036.vdocuments.us/reader036/viewer/2022062616/5497a441b47959514d8b52fc/html5/thumbnails/15.jpg)
![Page 16: Digital Disruption: Why Winning the Zero Moment of Truth is About Smart Optimized Content](https://reader036.vdocuments.us/reader036/viewer/2022062616/5497a441b47959514d8b52fc/html5/thumbnails/16.jpg)
Smart, Optimized Content
1. Pays ongoing dividends
2. Helps remove barriers to purchase
3. Reaches customers early in the purchase process
4. Pulls customers closer to the brand by giving away valuable content
5. Encourages customers to share freely and widely across their social networks
@MikeWolf
![Page 17: Digital Disruption: Why Winning the Zero Moment of Truth is About Smart Optimized Content](https://reader036.vdocuments.us/reader036/viewer/2022062616/5497a441b47959514d8b52fc/html5/thumbnails/17.jpg)
@MikeWolf
![Page 18: Digital Disruption: Why Winning the Zero Moment of Truth is About Smart Optimized Content](https://reader036.vdocuments.us/reader036/viewer/2022062616/5497a441b47959514d8b52fc/html5/thumbnails/18.jpg)
1. Find Your “Zero” Moments
@MikeWolf
![Page 19: Digital Disruption: Why Winning the Zero Moment of Truth is About Smart Optimized Content](https://reader036.vdocuments.us/reader036/viewer/2022062616/5497a441b47959514d8b52fc/html5/thumbnails/19.jpg)
2. Build Your Content Kingdom
@MikeWolf
![Page 20: Digital Disruption: Why Winning the Zero Moment of Truth is About Smart Optimized Content](https://reader036.vdocuments.us/reader036/viewer/2022062616/5497a441b47959514d8b52fc/html5/thumbnails/20.jpg)
Building a Content Kingdom
1. Don’t build your kingdom on rented land– Blog.YourCompany.com or
YourCompany.com/blog– NOT YourCompany.Wordpress.com– NOT on Facebook
@MikeWolf
![Page 21: Digital Disruption: Why Winning the Zero Moment of Truth is About Smart Optimized Content](https://reader036.vdocuments.us/reader036/viewer/2022062616/5497a441b47959514d8b52fc/html5/thumbnails/21.jpg)
Building a Content Kingdom
• Is my business a trusted source of information?
• Is our content self-serving or does it focus on the readers outcome and help them make the best possible decision?
@MikeWolf
2. Start by listening – identify pain points and answer your customer’s questions (YOUtility)
![Page 22: Digital Disruption: Why Winning the Zero Moment of Truth is About Smart Optimized Content](https://reader036.vdocuments.us/reader036/viewer/2022062616/5497a441b47959514d8b52fc/html5/thumbnails/22.jpg)
Building a Content Kingdom
3. Establish an editorial calendar
@MikeWolf
![Page 23: Digital Disruption: Why Winning the Zero Moment of Truth is About Smart Optimized Content](https://reader036.vdocuments.us/reader036/viewer/2022062616/5497a441b47959514d8b52fc/html5/thumbnails/23.jpg)
Building a Content Kingdom
4. Optimize for mobile
@MikeWolf
• 91% of all adults have their mobile phone within arm’s reach every hour of every day.
• 43% of consumers use mobile devices while shopping in the store.• 40% use phones to compare prices
• Responsive Design vs. stand alone mobile website
• Make content accessible
![Page 24: Digital Disruption: Why Winning the Zero Moment of Truth is About Smart Optimized Content](https://reader036.vdocuments.us/reader036/viewer/2022062616/5497a441b47959514d8b52fc/html5/thumbnails/24.jpg)
3. Market Your Marketing
1. Organic Search Engine Optimization (SEO)
@MikeWolf
• Goal: Make your content findable and sharable
![Page 25: Digital Disruption: Why Winning the Zero Moment of Truth is About Smart Optimized Content](https://reader036.vdocuments.us/reader036/viewer/2022062616/5497a441b47959514d8b52fc/html5/thumbnails/25.jpg)
3. Market Your Marketing
1. Organic Search Engine Optimization (SEO)– Keyword Research– On-Page SEO
• Clean URLs for maximum search visibility– YourCompany.com/insert-keywords-here– NOT YourCompany.com/pageid=42667893a
• Page Title, H1, Meta Descriptions
– Off-page SEO• Write content worthy of links• Proactively look for link building opportunities
@MikeWolf
![Page 26: Digital Disruption: Why Winning the Zero Moment of Truth is About Smart Optimized Content](https://reader036.vdocuments.us/reader036/viewer/2022062616/5497a441b47959514d8b52fc/html5/thumbnails/26.jpg)
3. Market Your Marketing
1. Organic Search Engine Optimization (SEO)– Leverage Rich Snippets – schema.org
@MikeWolf
Results using rich snippets see on average a 30% higher CTR than those that don’t
![Page 27: Digital Disruption: Why Winning the Zero Moment of Truth is About Smart Optimized Content](https://reader036.vdocuments.us/reader036/viewer/2022062616/5497a441b47959514d8b52fc/html5/thumbnails/27.jpg)
3. Market Your Marketing
2. Paid Search (PPC)– Target specific keywords and geographies– Enable conversion tracking– Leverage Remarketing/Retargeting
• Google Remarketing Lists for Search Ads (RLSA)
– Leverage Rich Snippets where available
@MikeWolf
![Page 28: Digital Disruption: Why Winning the Zero Moment of Truth is About Smart Optimized Content](https://reader036.vdocuments.us/reader036/viewer/2022062616/5497a441b47959514d8b52fc/html5/thumbnails/28.jpg)
3. Market Your Marketing
3. Social Media Marketing
@MikeWolf
![Page 29: Digital Disruption: Why Winning the Zero Moment of Truth is About Smart Optimized Content](https://reader036.vdocuments.us/reader036/viewer/2022062616/5497a441b47959514d8b52fc/html5/thumbnails/29.jpg)
3. Market Your Marketing
3. Social Media Marketing– Listen for sales /customer service opportunities
@MikeWolf
![Page 30: Digital Disruption: Why Winning the Zero Moment of Truth is About Smart Optimized Content](https://reader036.vdocuments.us/reader036/viewer/2022062616/5497a441b47959514d8b52fc/html5/thumbnails/30.jpg)
3. Market Your Marketing
3. Social Media Marketing– Crowd source fresh ideas– Monitor industry /competitive chatter– Engage – out of sight, out of mind– Build and retain relationships– Targeted paid opportunities
@MikeWolf
![Page 31: Digital Disruption: Why Winning the Zero Moment of Truth is About Smart Optimized Content](https://reader036.vdocuments.us/reader036/viewer/2022062616/5497a441b47959514d8b52fc/html5/thumbnails/31.jpg)
3. Market Your Marketing
4. Influencer Marketing– Leverage influencers to find new audiences– Weave in SEO and social sharing elements
@MikeWolf
![Page 32: Digital Disruption: Why Winning the Zero Moment of Truth is About Smart Optimized Content](https://reader036.vdocuments.us/reader036/viewer/2022062616/5497a441b47959514d8b52fc/html5/thumbnails/32.jpg)
3. Market Your Marketing
4. Influencer Marketing
@MikeWolf
![Page 33: Digital Disruption: Why Winning the Zero Moment of Truth is About Smart Optimized Content](https://reader036.vdocuments.us/reader036/viewer/2022062616/5497a441b47959514d8b52fc/html5/thumbnails/33.jpg)
Minimum Viable Conversion (MVC)
@MikeWolf
![Page 34: Digital Disruption: Why Winning the Zero Moment of Truth is About Smart Optimized Content](https://reader036.vdocuments.us/reader036/viewer/2022062616/5497a441b47959514d8b52fc/html5/thumbnails/34.jpg)
1. Find your ZMOT
2. Create content that customers value
3. Market Your Marketing
![Page 35: Digital Disruption: Why Winning the Zero Moment of Truth is About Smart Optimized Content](https://reader036.vdocuments.us/reader036/viewer/2022062616/5497a441b47959514d8b52fc/html5/thumbnails/35.jpg)
Resources
@MikeWolf