Reading Your Consumer's Mind - BOLO 2014 - KOB Score

Reading Your Consumer’s MindCameron Johnson 97th Floor

Reading Your Consumer’s Mind

Cameron Johnson

97th Floor

Where to begin?

3 biggest issues content marketers face

- Content Marketing Institute

Content based around popular keywords got more social shares!

Case study #1

Strategy

Blog Posts Micrographics

Targeted keywords:

- Social media plan- Good customer service- Sales pitch- Sales funnel- Sales pipeline- Soft skills- Brand loyalty- Mobile CRM

“Sales Pipeline”

“Brand Loyalty”

Results

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4 MonthsIn

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8 MonthsIn

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Feat

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Keywords

Social media communities

Content Marketing

Video Marketing

Branding

3 biggest issues content marketers face

- Content Marketing Institute

3 biggest issues content marketers face

- Content Marketing Institute

3 biggest issues content marketers face

- Content Marketing Institute

KeywordOpposition vs.Benefit

What KOB score measures…

1 – What content your consumers want to see

“Instead of one-way interruption, web marketing is about delivering useful content at just the precise moment that a buyer needs it.”

- David Meerman Scott

Online Saturation2 - Online saturation

Or…

Online Saturation2 - Online saturation

Online Saturation2 - Online saturation

3- Positive ROI?

Tools

adwords.google.com/KeywordPlanner

moz.com/researchtools/keyword-difficulty

Bid x Searches = Benefit

Benefit ÷ Difficulty = KOB

Important Tips• Touch up the data and you are all set.  

• There isn’t a “perfect” KOB score.  

•Human intervention is necessary due to the difficulty sometimes being too much for how large/authoritative your site is.

Content Types

Evergreen Trending

“Sales Pipeline”

“Brand Loyalty”

Targeted keywords:

- Social media plan- Good customer service- Sales pitch- Sales funnel- Sales pipeline- Soft skills- Brand loyalty- Mobile CRM

8 MonthsIn

crea

sed

Enga

gem

ent

Top

Conve

rtin

g in

histo

ry

Rank

org

anical

ly

Feat

ured

on

Forb

es

Market research can tell you if your idea has potential

Social Media + Branding

Recipe Lover Healthy Eater Exercise Guru

7 minutes average use per month

540 million users

33% growth rate per year

22% of online adults visit once a month

Online Traffic

638114

Video Marketing

Audience

57% of vine users are female

40 million users

Vine activity peaks on weekends

5 Vines are tweeted every second

Fence Staining

Focu

s on th

e

buyers’

needs

“Instead of forcing people to view an ad, we gave them something they wanted.”

- BBDO New York

Stripping Wallpaper

Removing Paint

In conclusion…

Keywords

Social media communities

Content Marketing

Video Marketing

Branding

“Remarkable social media content and great sales copy are pretty much the same…

…Plain spoken words designed to focus on the needs of the reader, viewer, or listener.”

- Brian Clark

Why KOB?1 – Know what consumers want

2 –

3 –

Why KOB?1 – Know what consumers want

2 – Measure online saturation

3 –

Why KOB?1 – Know what consumers want

2 – Measure online saturation

3 – Generate ROI

The End

Cameron Johnson

97th Floor