Content FirstStrategies for a devoted audienceKevin MurphyDirector of Digital Strategy, CMD@kevmurphy.

Transaction vs. Relationship

ImmediacyGratificationPrice Driven

AffinityValueSolution/Inspiration Driven

Source: CMO Council, 2014

Loyal

Discount

Lifestyle

Wanderers

Need Based

Relationship Driven Customers

Informative

Human

Engaging

Transparent

Authoritative

Starting with Content

Decision Humps

Should I go to ATL?

Should I book now?Price, need.Transaction Based.

Should I share?Confidence that it is the right decision.Relation Based Confidence that it

was the right decision.Relation Based

Developing A Content Mix • Step out of the sales funnel for a moment• Have a human voice• Give the customer confidence to get over the

decision humps• Use incentives sparingly, when you need

them• Surprise and delight

Finding (Building) the Right Content

WebSocialEcommerce EnginePost SaleRewards ProgramAdvertisingDynamic In-Content SEO Landing Pages

EmployeesCustomersFreelancersExpertsAgency

Relationship Driven ResultsIncreased Customer Advocacy

Increase in Transaction Value

Shorter Evaluation Period,Increased Loyalty

+ Positive Brand Perception