how to be the best answer: lee odden and steve rayson
TRANSCRIPT
How to Be the Best Answer for Your Customers
@leeodden
Photo: Shutterstock
@leeodden
Content is Not a Field of Dreams
Make great content!
What does that even mean?
Make MORE content!
Has anyone seen my ball?
Photo: Field of Dreams (Universal)
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Great Content Isn’t Really Great Until it is Found, Consumed and Shared.“
”@leeodden
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The Funnel Has Become A Joke
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The Customer Journey is Non-Linear
Source: Lori Wizdo, Forrester - Myth Busting 101: Insights IntoThe B2B Buyer Journey
Search
Social
Social
Search
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What is it?
How does it work? How does it compare?
How do I start?
Customer Questions Drive Research
Awareness
Interest Consideration
Action
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Think: What Questions Do Your Customers Need Answered From Awareness to Action?
Photo: Shutterstock
awareness interest consideration action
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“Be the Best Answer”
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Content Marketing Tactics
Advertorial Blogging Case StudiesCrowdsource Curate Digital NewsletterseBooks Email Interactive GamesImages & InfographicsInteractive ToolsMicrositesMobile Applications Mobile Content
News ReleaseOnline Magazines & AppsPodcastsPrint Magazines Print Newsletters Real-World Events Research & Surveys Social Content Teleclass & Telecasts Traditional Media Videos Virtual Conferences Webinars Wikis White Papers
Are You Creating
Content or Answers?
What Do Customers
REALLY Want?
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Answer Content Leads Buyers to Convert
Buying Cycle Keywords Social Topics Content Type
Awareness broad trends blog, webinar, social
Interest category investigative video, white paper
Consideration comparison demos feature comparison, reviews, case study
Action transactional referrals buyer guide
Retention tips best practices FAQ, how to, support
Advocacy supporting participation buyer community
Buyer – “Stan”• Pain Points• Goals• Interests• Triggers to Buy
Balance Topic Demand/Relevance with Buyer Stage to Inform Content Topics
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How to Identify Customer Questions
Ask them! Ask sales/service
Analyze aggregate of text content provided on web contact forms:
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Question Tools
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Google Questions
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Mine Questions with Buzzsumo
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What it Takes to Be the Best Answer
Useful and Informative
More valuable and useful than other sites
Credible
High quality
Engaging
https://support.google.com/webmasters/answer/6001093
Photo: Shutterstock
@leeodden
What is it?
How does it work? How does it compare?
How do I start?
Best Answer Titles - Buzzsumo
Awareness
Interest Consideration
Action
760,500 “what is”
200,000 “how to”140,000 “compare or
compared”
38,000 “how to start”
180,000 “need to know”120,000 “reasons why” 30,000 “secrets of”
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@leeodden
Best Answer: Awareness
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Best Answer: Interest
DefinitionApplicationsProsConsExpert OpinionsBrand ExamplesBest PracticesRelated Tools, Resources
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Best Answer: Consideration
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Best Answer: Action
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Good Answers Are Great SEO
Leverage keywords/topics in titles to inspire clicks Include page features that increase engagement
(interactive, visual) Provide comprehensive content on specific topics Cover related topics as well
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1. Elements of a Good Answer Post
KISS: Keep it Simple Silly
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2. Elements of a Good Answer Post
Share the social flare
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3. Elements of a Good Answer Post
Get visual
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4. Elements of a Good Answer Post
Illustrated, step by step instructions
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5. Elements of a Good Answer Post
Showcase Examples
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6. Elements of a Good Answer Post
Tell a story: Information +
Entertainment = “Infotainment”
Details
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7. Elements of a Good Answer Post
Video + Charisma + Smart = WINNING
The whiteboard diagram is icing on the cake.
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8. Elements of a Good Answer Post
Dr. Travis Bradberry
Use images that reflect your target
readers & interests.
Find a format formula that works
and then use it.
30k shares per post!
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9. Elements of a Good Answer Post
But offer something unique.
Crowdsource answers from influencers
Create timely, deep resources.
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10. Elements of a Good Answer Post
Make a big promise in the title and keep the
promise by going deep on the topic.
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Feed the Buyer’s Need for Answers
Graphic inspired by searchmetrics
Text
Images
Video
Interactive
QuestionsProblems
Pain Points
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Takeaways to Bring Home the Bacon
Stop Creating Content: And start making answers that are relevant to your buyers at each stage of their journey.
1
2 Optimize Your Q & A: Use tools and data to surface what’s already working – for others and you. Then optimize.
3 Go Deep & Relevant: Make and keep promises of great content with comprehensive and engaging answers.
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Download!http://tprk.us/bestanswer316
Thank You! Q/A Time + Infographic