To see the greatest return on investment, it’s necessary to continually improve our consideration state content marketing. But in order to boost our efforts, we first must understand our marketing objectives and how these differ by journey state. In this episode, we explore the best ways to deliver content, measure engagement, improve, and successfully optimize our content to the ‘Think’ state. This audience includes people that are thinking about our product but aren’t currently in the market to make a purchase.
In this episode, we discuss…
The Objective with ‘Think’ Audience (01:45 – 07:50)
- ‘Think’ state is the audience that is qualified but hasn’t made a commitment, nor do they have a timeline to purchase
- Our objective with the ‘Think’ state is to be a resource and help guide them as they proceed through the buying journey
- We can use meaningful and relevant content to aggregate and establish a means to inform the ‘Think’ audience
- Even though the ‘Think’ audience isn’t ready to make a purchase, keeping them educated will influence their decision
- ‘Think’ state is where a gracefully executed sell message begins
Measuring Effectiveness Based on the Objectives (07:50 – 11:00)
- Our consideration state content marketing goal is to increase engagement , improve close rates and decrease the length of the sales cycle
- If multi-touch attribution is established, we can look at the number of conversions that were influenced by ‘Think’ state content
- Other metrics to measure the effectiveness of content include:
- Time on site or time on page
- Dwell time
- Scroll depth
- Length of video views (how long did they watch?)
- Contacts (if gated)
How To Target ‘Think’ State (12:20 – 36:55)
- The PESO model, established by Gini Dietrich, helps marketers identify new opportunities to integrate channels into a new or existing content marketing program. It updates the Paid, Earned, Owned model of marketing to include Shared.
Summary (37:00 – 38:50)
- Using content to market to our ‘Think’ state audience takes different approaches and tactics depending on the buyer’s journey
- CPG (consumer packaged goods) ‘Think’ state is the period between when someone runs out of a product or service and when they purchase another
- B2B long-sales cycle process ‘Think’ state could be a year or more for a buyer and could involve multiple stakeholders
For more information on the charity in this episode, please visit Loyola Sacred Heart Foundation.
The Iterative Marketing Podcast, a production of Brilliant Metrics, ran from February 2016 to September 2017. Music by SeaStock Audio.