How to Weaponize Your DataZach Wales

hzdg.com | @ZactlyHZ

Our client:

A new construction homebuilder

Operates nationally

Wants a new content marketing vehicle

Why?

The best place to listen before you jump on the phone. !

According to Forrester Research, most of your buyers complete 60-90% of their research prior to a hand raise.

!

Today’s prospects solely engage with marketed content during the first 70% of their buyer’s journeys.

http://www.eloqua.com/content/dam/eloqua/Downloads/ebook/Kapost-Eloqua_ebook_Content_Marketing.pdf

PPC {

How?

It has to rank to matter

How humans behave with it

Two things about content…

Set difficult goals you can reach

Be just a little delusional*

Two things about you…

* http://contentmarketinginstitute.com/2014/09/adaptive-content-omni-channel-technique/

How it ranks

True?

“Proof ” that content marketing works: !

• Students in MBA program launched basic WordPress blogs

• Covered niche categories (health, sports, dance, etc.)

• Frequency = 60 posts per month

Source: Vertical Metrics, https://www.slideshare.net/secret/nN2R08mIWYM5L9

Case Study 1

Orga

nic S

earc

h Tra

ffic A

B

Case Study 2

MOMBLOG

MOMBLOG

2 branded “mommy” blogs Multiple, real authors

Balance – brand voice & autonomy SEO strategy

Social media support

3 x the frequency

Case Study 3

Case Study 4 (our homebuilder client)

TEST: Optimize 39 existing pages

APPLY: Create >100 new pages

How humans behave

Case Study 1

Hour of the Day Number of Sessions

6 am 514

5 am 505

2 am 492

3 am 4074 am 3591 am 2907 am 24012 am 394pm 276pm 23

TEST: A 1-month Outbrain campaign targeting first time homebuyers using our client’s blog content. !

Session stats from Google Analytics:

Case Study 2

AdWords’ Bid by Weather (a.k.a. taking advantage of a shitty winter)

Case Study 2

Dimension Widening: Gave us insights on online-to-offline behaviors

Weaponize

Cue Reward

Routine

Informational

Contextual

Emotional

Motivational

Inspirational

Website PRs

Email Direct Mail

Website Email Blog

Industry leadership Building practices Educational tools

Real estate insights

Homebuilder facts Community details

Model features

Blog Social Email

Blog Social Email

Blog Social Email

AnecdotesImagery of new home & life

Relatable situations

Stories of courage What’s new and different

What challenges you Pushing the boundaries

Novel perspectives Stories of dreams and visions

S M T W T F S S M T W T F S

November (seasonally low) February (seasonally high)

#thanks