see, think, do, care marketing
TRANSCRIPT
Content Marketing?What is
Content Marketing?What is
Content Marketing?What is
Avinash Kaushik
The Problems We’re Trying to Solve
Customer Centered
Measurement Strategies
How to Think about Content
Strategy
MacKenzie
Connect
A New Framework
See Think Do Care
4 Audience Intent Clusters
See Your largest addressable qualified audience
Think Your largest addressable qualified audience with some intent to buy
Do Your largest addressable qualified audience with lots of intent to buy.
Care Your current customers with two or more transactions
4 Audience Intent Clusters
MarketingContent Measurement
Measurement
Me
asu
rem
en
t St
rate
gy
# or % interactions (platforms/ads) Conversations, Amplification, Applause Increase in Brand Awareness % New Visits
Click-Thru Rate Page Depth Per Visit Goal Value % Assisted
Visitor Loyalty (return visits) Checkout Abandonment Rate Conversion Rate Revenue/Profit/Units Sold
Repeat Purchases Likelihood to Recommend (Net Promoter Score) Customer Lifetime Value
Example
Pill Reminder – Think
Instagram Printing – See
Healthy Choices – See
Pharmacy Chat – Care
Clinic Finder – See
Mark Leonard Principal i c t u s m a r k e t i n g . c o m