Understanding Blogging's Importance to Driving Consumer Choice
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1) Blogs make up the second largest category of conversations (24%) related to dining, shopping, or traveling to cities like DC, Baltimore, Annapolis, and Williamsburg. Understanding who is writing blog content and what they are saying can provide valuable insights. 2) While competitors may currently hold the majority of conversation volume, this should be seen as an opportunity to learn what drives discussion and then create unique content around popular topics. 3) With the rise of mobile devices and online research, consumers now do more research before purchases. Providing helpful, trustworthy content online can influence consumer choice.
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Understanding Blogging's Importance to Driving Consumer Choice
- 1. Lane Douglas Principal Social Media Solutions ldouglas@market-bridge.com CONTENT 4350 East West Highway MARKETING Bethesda, MD 20814 Understanding Blogging’s Importance to 240-752-1800 Driving Consumer Choice 49 Stevenson St, Suite 660 San Francisco, CA 94105 415-986-5800 www.market-bridge.com @marketbridge 1 –1– ©2012 MarketBridge Corp.
- 2. Defining Why Which Mapping Vantage 1 DILEMMA STRATEG SOCIAL METRIC ROI PROCESS THE SEARCH Y 2
- 3. SOCIAL Why Which Question Do You Start With? METRIC Which Traditional marketing always Mapping starts with the question “What ROI best romantic dining Annapolis do I want them to know?” Content marketing starts with Press Enter to search. STRATEG the question “What do THEY Defining Y want to know?” PROCESS Vantage 3
- 4. The Changing Buyer Puts Marketing at Center Stage SOCIAL Why • 81% of all content research begins with general web research METRIC Which • 35% go directly to vendor websites • 34% go to industry guides and reports Mapping “I’m finding and utilizing more ROI content on the web.” • 23% turn to social media STRATEG Defining Y “Wait... Let me With the rise of mobile devices, specifically smartphones, PROCESS Vantage doing consumer and competitive research on a product Google It First...” before we buy is now a default activity for many shoppers. 4
- 5. SOCIAL Why Education Before Email METRIC Which “Content marketing is the art of communicating with your Mapping ROI customers and prospects without selling. It is non- interruption marketing. Instead STRATEG Defining of pitching your products or Y services, you are delivering information that makes your buyer more intelligent.” PROCESS Vantage Content Marketing Institute http://www.junta42.com/resources/what-is-content- 5 marketing.aspx
- 6. Content Types that Are Most Valuable For Directly Supporting SOCIAL Marketing Objectives According to Marketing Professionals Why Worldwide Blog Posts log-posts 37% 39% The Value of Blogging Webinars & Virtual Events as Marketing METRIC 34% Which al events 38% Industry White Papers 14% e papers 31% Videos Videos 20% In addition to lending itself to Mapping 23% SEO through relevant ROI Data-driven Research Reports 29% h reports User/Peer-Created Content 20% keywords and link- d content 23% building, blogs provide “rich STRATEG 17% content” by perceived experts Defining Vendor-Sponsored White Papers 0% Y e papers Podcasts 10% further driving content 9% Podcasts 6% marketing. PROCESS Vantage 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% B2C B2B 6
- 7. Defining 2 Why Which Mapping Vantage STRATEG SPECIFIC SOCIAL METRIC ROI PROCESS Y ANNE ARUNDEL 7
- 8. Forum Replies SOCIAL Aggregator 10% Mainstream News Why 5% Volume By Media 14% Forums 4% Type For Travel- Facebook Comments 1% Related Discussions 15% METRIC Videos Which 1% Source: Radian6 Dates: 08.23.12 – 09.23.12 Locations Mapping ROI DC, Baltimore, Annapolis, Williamsburg Twitter 26% Keywords trip, vacation, getaway, overnight, shopping, di Blogs ning, dinner STRATEG 24% Defining Y Blogs Make Up 2nd For the period of the last 30 days, almost 25% of all PROCESS Vantage conversations related to dining, shopping, or traveling to any Largest Category of the 4 sampled cities happened on blogs. The question is, who was writing this material and what were they saying? 8
- 9. How Have Your Consumption Habits Changed SOCIAL Why Over the Past Year? METRIC Which Place a higher Are willing to consider Get more of their Mapping ROI emphasis on the vendor-created content through trustworthiness of the content as social networks or source trustworthy recommendations STRATEG Defining Y “Well... Where did With the rise of mobile devices, specifically PROCESS Vantage smartphones, doing consumer and competitive research on a you hear it from?” product before we buy is now a default activity for many shoppers. 9
- 10. Share of SOCIAL Why Conversation by City SOC is defined as the percentage of the overall volume where In Content your brand is mentioned in conjunction with the industry- related keywords Marketing, Think METRIC Which Williamsburg 3% Opportunity, Not Baltimore 13% Obstacle Mapping Travel Industry Even if your competitors hold ROI 68% the volume, view this as evidence of consumer STRATEG Defining Washington interest, and look to learn what Y 14% Annapolis drives the conversation. Source: Radian6 Dates: 08.23.12 – 09.23.12 2% Then, create content around PROCESS Locations this with your unique identifiers Vantage DC, Baltimore, Annapolis, Williamsburg Keywords trip, vacation, getaway, overnight, shopping, dining, dinner added. 10
- 11. Lane Douglas Principal Social Media Solutions ldouglas@market-bridge.com CONTENT 4350 East West Highway MARKETING Bethesda, MD 20814 Understanding Blogging’s Importance to 240-752-1800 Driving Consumer Choice 49 Stevenson St, Suite 660 San Francisco, CA 94105 415-986-5800 www.market-bridge.com @marketbridge 11 – 11 – ©2012 MarketBridge Corp.