Presenter: Eric Bowzer of SiteCore
Title: Art of Persuasion in the New Content Marketing World
Main Point: Tracking and evaluating content leads to success sooner.
Take-Away Action: Pick at least one landing page -- Does the page lead your users deeper into your site? How can you create a path to lead users into your site?
Notes:
Land pages need to deliver on ad's promise
Keep telling stories as they move deeper into your site
Understand what your sales process is
Learning to Listen
Score your content – Give scores to content so you can start building different profiles of your visitors.
Score your actions – Lead Scoring
Test and Validate with content and score engagement
The show isn't over after the first dance
Episodic delivery of content
Build assets that can be subscribed to
Us the crowds to help filter info for other users
Traditional segmentation doesn't work anymore
Use community as magnet and microscope to understand what your segments should be
Allow self-segmentation
Match content to emerging segments
Find ways to bring people in past the landing page of your site
Pick Your Pitch
Understand your intimacy level with customers
Understand how to make that window of consideration longer
