Lee Odden kicked off Tutorials.one’s Content Marketing Experience Conference 2014 with a keynote, titled “Attract, Engage, Convert – How to Be the Best Answer Wherever Customers Are Looking”.
It was the second time Lee joined us for one of our events. The first time he talked about the integration of social, search and content (the core topic of his book Optimize! he presented back then). Now it was all about content marketing in a customer- centric way.
Lee Odden publised his first book, “Optimize: Win more customers with Social Media, SEO and Content Marketing” in 2012.
Lee Odden’s content marketing advice
Just like with all other speakers at the Content Marketing Experience Conference Europe 2014, we asked Lee two questions at the occasion of the conference, for which he was kind enough to create a collaborative eBook.
Lee Odden: Customers don’t research solutions in silos, so why should your marketing operate that way? The customer journey from awareness to purchase involves multiple touchpoints and in order for brands to be the “best answer” wherever customers are looking, they need to integrate their marketing tactics. Start by deciding that one thing that your brand stands for as a solution for customers and then implement a plan to create signals of credibility for that thing across channels, media and devices. Optimize for discovery, consumption and action on your key messages with influencers and buyers alike.
As the theme of the conference is creating business value through customer value, what is one of the most important ways that content marketing creates value for customers?
Lee Odden: Empathy with customer needs and understanding the questions they have during the journey from awareness to purchase is essential for creating valuable content. Content Marketing must not only inform, but also engage and even entertain to create valuable experiences between customers and brand information.