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Big Content
Inspiration For Your Small Business
@GerryMoran | MarketingThink.com
February 24, 2014
86% of customers will pay more for a better
experience – up to 25% more!
Source:CEI
“It’s still like the wild, wild west when it comes to
connecting content to the customer experience.
Source: MarketingThin...
86% of customers will pay more for a better
experience – up to 25% more!
Source:CEI
The typical buying process is filled wi...
86% of customers will pay more for a better
experience – up to 25% more!
Source:CEI
Video
Infographics
Store
SocialWebsite...
86% of customers will pay more for a better
experience – up to 25% more!
Source:CEI
Content 	
  
Consideration	
  
Store E...
Humans	
  have	
  an	
  8-­‐second	
  a0en1on	
  span	
  	
  
—	
  a	
  goldfish	
  has	
  a	
  9-­‐second	
  hold.	
  	
  ...
5 Things I Learned From Big Brands To Help You
Differentiate Your Small Business
Storytelling	
   Educate	
   Simplicity	
 ...
5 Big Content Things
You Can Do For Your Small Business Today!
More people are consuming video content
— whether or not you create it.
(74% of all internet traffic will be video-driven, b...
Make it easier for customers walk
into your digital world — so they
walk into your ‘store.’
•  Focus on 3 channels
— Choic...
Customers Purchase After Viewing A Content.
(64%	
  of	
  consumers	
  are	
  more	
  likely	
  to	
  buy	
  a	
  product	...
Tell your story so customers want to
finish it by visiting your store:
•  Content series — how-to, customer service,
season...
The Best Small Businesses Differentiate
Themselves With Content.
(Only	
  24	
  percent	
  of	
  brands	
  are	
  using	
  ...
Differentiate and establish your
small business with content:
•  Personlize your content
— be the brand
•  Train one conten...
Content Makes Your Brand Sticky
— in a good way!
(The	
  average	
  internet	
  user	
  spends	
  88%	
  more	
  1me	
  on...
Own the visual storytelling
opportunity to get your customers
coming back for more.
•  Put yourself in the customer’s shoe...
Video and images drive company engagement
— when customers are not in your store.
(Content	
  with	
  images	
  drive	
  9...
Find a way to let your customers
experience your small business —
when you are closed.
•  Create the buzz so your customer...
Thanks In/GerryMoran@GerryMoran | Twitter & Instagram
SlideShare.net/MarketingThink
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Here's what you can leverage today's content trends to improve the customer experience for your small business — just like the big brands do!

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Big Content Inspiration For Your Small Business

  1. 1. Big Content Inspiration For Your Small Business @GerryMoran | MarketingThink.com February 24, 2014
  2. 2. 86% of customers will pay more for a better experience – up to 25% more! Source:CEI
  3. 3. “It’s still like the wild, wild west when it comes to connecting content to the customer experience. Source: MarketingThink.com
  4. 4. 86% of customers will pay more for a better experience – up to 25% more! Source:CEI The typical buying process is filled with opportunities to leverage content.
  5. 5. 86% of customers will pay more for a better experience – up to 25% more! Source:CEI Video Infographics Store SocialWebsites Email Events
  6. 6. 86% of customers will pay more for a better experience – up to 25% more! Source:CEI Content   Consideration   Store Experience  
  7. 7. Humans  have  an  8-­‐second  a0en1on  span     —  a  goldfish  has  a  9-­‐second  hold.     Source: Microsoft
  8. 8. 5 Things I Learned From Big Brands To Help You Differentiate Your Small Business Storytelling   Educate   Simplicity  Nimble   Document  
  9. 9. 5 Big Content Things You Can Do For Your Small Business Today!
  10. 10. More people are consuming video content — whether or not you create it. (74% of all internet traffic will be video-driven, by 2017)  
  11. 11. Make it easier for customers walk into your digital world — so they walk into your ‘store.’ •  Focus on 3 channels — Choice of YouTube, Instagram, Facebook, Twitter, LinkedIn, blog — Post until your per-messages begin to decrease •  Don’t over-think: instructions, stories •  Focus on the details — so you get found
  12. 12. Customers Purchase After Viewing A Content. (64%  of  consumers  are  more  likely  to  buy  a  product     aCer  watching  a  video  about  it  —  Adelie  Studios,  2015  )  
  13. 13. Tell your story so customers want to finish it by visiting your store: •  Content series — how-to, customer service, seasonal advice, questions to ask •  Drive to your web site •  Make it easy to take the next step – in video CTA, near-video CTA
  14. 14. The Best Small Businesses Differentiate Themselves With Content. (Only  24  percent  of  brands  are  using  online  video  to  market   to  consumers  –  Adelie  Studios,  2015  )  
  15. 15. Differentiate and establish your small business with content: •  Personlize your content — be the brand •  Train one content evangelist — establish your voice •  Educate. Explain why. Don’t Sell.
  16. 16. Content Makes Your Brand Sticky — in a good way! (The  average  internet  user  spends  88%  more  1me  on  a   website  with  video  than  without  –  Adelie  Studios,  2015  )  
  17. 17. Own the visual storytelling opportunity to get your customers coming back for more. •  Put yourself in the customer’s shoes and understand their questions & issues — write it down •  Create a content for each question or issue •  Wrap this in a story — so it all makes sense
  18. 18. Video and images drive company engagement — when customers are not in your store. (Content  with  images  drive  94%  more  engagement  than   content  without  –  Jeff  Bullas,  2015  )  
  19. 19. Find a way to let your customers experience your small business — when you are closed. •  Create the buzz so your customers are talking about you with other customers — about that clever video. •  Tie into the news — snowstorm, etc. •  Embed on your web site, blog, social media, etc.
  20. 20. Thanks In/GerryMoran@GerryMoran | Twitter & Instagram SlideShare.net/MarketingThink MarketingThink.com
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Here's what you can leverage today's content trends to improve the customer experience for your small business — just like the big brands do!

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