Before the Moment of Intent: Utilizing Content to Shape the Entire Customer Journey

January 17th luncheon: Marketers often focus on the moment of intent—that time period when the consumer is ready to move forward and take action. Maybe it’s a phone call, maybe it’s an in-store visit or maybe just a specific search query. But the consumer’s journey does not start at the moment of intent. It begins many steps back with needs, desires and interest. To reach these consumers at their pre-intent phases, brands need to develop a content marketing strategy that accounts for the consumer’s… Show more mindset while in the interest and discovery phases, where content focus is less confined.

Intent-based content is keyword-centric—it is directly related to the search query used by the consumer. Interest-based content, however, is context-centric and relevant to the point of distribution. And discovery based content is engagement-centric—it is compelling and relevant enough to generate views, clicks, Likes, +1s and other online engagements. To connect with consumers before the moment of intent, brands need to develop a content framework that provides customers value in addition to telling their own brand story, builds trust, and ultimately creates a sustained connection while continuing to provide SEO return and generate sales.

Join AAF Colorado Springs and guest speaker John Harris, chief strategy officer at Location3 Media for our first luncheon of 2013 on Thursday, January 17th from 11:30 a.m. to 1:00 p.m. at the Tim Gill Center for Public Media. Learn how you can make this shift in digital content strategy, organize your team around content development and delivery, optimize each content piece based on media type, and measure performance. Attendee takeaways:
•Tips on developing audience personas
•Understanding of search engine ranking factors and how they impact content
•How to develop content based on various phases of consumer’s journey
•Successful content types and tips for optimization and distribution
•Methods for measuring content performance
Book Early and Save! Early Bird Deadline is Friday, January 11.
AAFCS members and student members: $22 EARLY BIRD/$27 REG.
Nonmembers: $32 EARLY BIRD/ $37 REG.

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