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BOLO Conference 2014 - "Reading Your Consumer's Mind." How to calculate the KOB score on keywords.
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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
2 MonthsIn
crea
sed
Enga
gem
ent
Top
Conve
rtin
g in
histo
ry
4 MonthsIn
crea
sed
Enga
gem
ent
Top
Conve
rtin
g in
histo
ry
Rank
org
anical
ly
8 MonthsIn
crea
sed
Enga
gem
ent
Top
Conve
rtin
g in
histo
ry
Rank
org
anical
ly
Feat
ured
on
Forb
es
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