Content Marketing is Broken and Only Your M.O.M. Can Save You – Oli Gardner, Unbounce
Oli Gardner isn’t saying that our moms can solve all the problems we face as SEOs. Instead, we should turn to our Marketing Optimization Maps (M.O.M.) for help. The M.O.M. is “your guide to exploring the nuances of optimized content marketing through a product-focused lens.”
I learned a lot about what content is in this session: Content is every experience we create, not just blog posts or infographics.
When creating content, we should all be focusing on five rules:
- Start with purpose and find the Aha! moments
- Design with intent
- Add meaning
- Show the product
- Make it personal
Finding the Aha! moments can be tricky, but many of us have a secret weapon in this fight: sales reps. Talk to them to get a better understanding of what unique selling points trigger that look on the customer’s face, where the lightbulb turns on and they really tune in to what you’re saying.
Once you’ve got that moment, it’s a lot easier to match the content to the searcher or purpose of the piece. Is it a visual clue? Then maybe a slideshow or video is the best format. Is it more research/facts based? Then maybe an eBook or whitepaper is needed.
The remaining steps speak for themselves. Content must provide meaning and value to be effective.