How to Weaponize Your DataZach Wales
hzdg.com | @ZactlyHZ
Our client:
A new construction homebuilder
Operates nationally
Wants a new content marketing vehicle
Why?
The best place to listen before you jump on the phone. !
According to Forrester Research, most of your buyers complete 60-90% of their research prior to a hand raise.
!
Today’s prospects solely engage with marketed content during the first 70% of their buyer’s journeys.
http://www.eloqua.com/content/dam/eloqua/Downloads/ebook/Kapost-Eloqua_ebook_Content_Marketing.pdf
PPC {
How?
It has to rank to matter
How humans behave with it
Two things about content…
Set difficult goals you can reach
Be just a little delusional*
Two things about you…
* http://contentmarketinginstitute.com/2014/09/adaptive-content-omni-channel-technique/
How it ranks
True?
“Proof ” that content marketing works: !
• Students in MBA program launched basic WordPress blogs
• Covered niche categories (health, sports, dance, etc.)
• Frequency = 60 posts per month
Source: Vertical Metrics, https://www.slideshare.net/secret/nN2R08mIWYM5L9
Case Study 1
Orga
nic S
earc
h Tra
ffic A
B
Case Study 2
MOMBLOG
MOMBLOG
2 branded “mommy” blogs Multiple, real authors
Balance – brand voice & autonomy SEO strategy
Social media support
3 x the frequency
Case Study 3
Case Study 4 (our homebuilder client)
TEST: Optimize 39 existing pages
APPLY: Create >100 new pages
How humans behave
Case Study 1
Hour of the Day Number of Sessions
6 am 514
5 am 505
2 am 492
3 am 4074 am 3591 am 2907 am 24012 am 394pm 276pm 23
TEST: A 1-month Outbrain campaign targeting first time homebuyers using our client’s blog content. !
Session stats from Google Analytics:
Case Study 2
AdWords’ Bid by Weather (a.k.a. taking advantage of a shitty winter)
Case Study 2
Dimension Widening: Gave us insights on online-to-offline behaviors
Weaponize
Cue Reward
Routine
Informational
Contextual
Emotional
Motivational
Inspirational
Website PRs
Email Direct Mail
Website Email Blog
Industry leadership Building practices Educational tools
Real estate insights
Homebuilder facts Community details
Model features
Blog Social Email
Blog Social Email
Blog Social Email
AnecdotesImagery of new home & life
Relatable situations
Stories of courage What’s new and different
What challenges you Pushing the boundaries
Novel perspectives Stories of dreams and visions
S M T W T F S S M T W T F S
November (seasonally low) February (seasonally high)
#thanks