Michelle Stinson Ross - Advanced Search Summit Napa 2019
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This document discusses the future of content and the customer journey. It explores how different types of content like articles, videos, and voice skills can be used at various stages of a customer's journey. The example journey discussed is a person planning a camping trip, from initial inspiration from podcasts and videos, to researching gear and tips, to getting directions to the campsite. The document emphasizes that engaging with customers earlier in their journey exposes them to more varied content and touchpoints.
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Michelle Stinson Ross - Advanced Search Summit Napa 2019
- 2. @ApogeeResults MICHELLE STINSON ROSS @MStinsonRoss Director of Marketing Operations Conference Speaker, Trainer & Regular Industry Contributor Marketing Generalist with experience integrating Content, Search, Social, Paid, Email & Traditional Marketing
- 5. @ApogeeResults •Blog Articles •Product Pages •Service Pages •SEO Resources •Infographics •Podcasts •Presentations •Videos •Webinars •Chat Bots •Voice Skills
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- 11. @ApogeeResults YOUTUBE SEARCH “HOW TO PITCH A TENT”
- 12. @ApogeeResults WHAT WAS THE STEP BEFORE THAT?
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- 14. @ApogeeResults WHAT WAS THE STEP BEFORE THAT?
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- 16. @ApogeeResults GOOGLE ASSISTANT VOICE QUERY “HEY GOOGLE DIRECTIONS TO THE CAMPSITE”
- 17. @ApogeeResults WHAT CAME BEFORE THE NAVIGATIONAL REQUEST?
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- 19. @ApogeeResults WHAT WAS THE STEP BEFORE THAT?
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- 21. @ApogeeResults • Ratings and reviews of camping gear – could be articles or videos by influencers • Recommendations from friends and family for camping gear – likely social media or messaging • Buying or borrowing camping gear
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- 23. @ApogeeResults • Listening to podcasts about camping and the outdoors • Watching travel videos • Following camping influencers on instagram
- 24. @ApogeeResults WHAT WAS THE MOTIVATION FOR THAT?
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- 28. @ApogeeResults THE EARLIER YOU JOIN THE JOURNEY, THE MORE VARIED THE TRAIL BECOMES
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