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Content Marketing is Broken and Only Your M.O.M. Can Save You

August 2, 2018

Oli Gardner
Unbounce

Video


Slides

Summary

Traditional content marketing focuses on educational value at the expense of product value, which is a broken and outdated way of thinking. We all need to sell a product, and our visitors all need a product to improve their lives, but we’re so afraid of being seen as salesy that somehow we got lost, and we forgot why our content even exists.

We need our M.O.M.s!

No, I’m not talking about your actual mom, mum, or mother. I’m talking about your Marketing Optimization Map. Your M.O.M. is your guide to exploring the nuances of optimized content marketing through a product-focused lens. In this session you’ll learn:

  • A context-to-content-to-conversion strategy for big content that converts

  • Data and lessons learned from my biggest ever content marketing experiment, and how those lessons have changed my approach to content

  • How to use “choose your own adventure” navigational experiences to build behavioural profiles of your visitors

  • How to design interactive content that exposes your product to your visitors in a mutually beneficial way

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