How to use content to progress audiences through their buyer journey
by Scott McLean
What you'll discover
when attending Scott's talk
- Content marketing strategy should be built around increasing conversions.
- Content briefs that are not linked to the Persona and the Buyer Journey will result in content that is less effective.
- Having a good brief is the first step in creating content that customers want to read.
- Finding the right tone of voice means balancing the brand and serving the audience that you are engaging.
- Research is essential to good quality writing, and works most effectively when you have a clear understanding of the needs of your audience.
- Look at engagement data and journey progression to better understand the value of your content.
- Content marketing is moving towards alignment between content strategy and journey progression.
Meet Scott McLean - MD @ Everything-Connected
Scott Mclean is the managing director of Everything Connected, a global digital creative agency based out of England that connects brands with their audiences across every channel, creative and digital presence. Now that connection can be used to progress a Buyer forward on their purchasing journey.
Scott has been in content marketing throughout his entire career. He started as a journalist and he went into PR, and an enormous chunk of what he did in PR is content.
Then he made the complete transition into content marketing. Still, he went into content marketing and what inspired him most was he worked with one of his business partners, a technical marketer. She put in place one of the first decisioning systems in the world at the O2, a substantial mobile operator in the UK.
Scott and his team are passionate about the need to connect buyers through their buyer journey and that the connection between a buyer and a business is content. There was no focus on all the content that a buyer needs through their entire end-to-end journey, so that was an aha moment for Scott, and it spurred him to move fully into content marketing.
Some content writing and content marketing facts:
- Content marketing revenue increases by at least 14% each year. (Source: Web Tribunal)
- The average person spends around 7 hours consuming content daily. (Source: Blogging Wizard)
- 61% of marketers say updating/repurposing existing content was the most efficient tactic. (Source: Blogging Wizard)
- 36% of readers prefer articles with numbers in the headline (Source: Conversion XL)