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Oli Gardner at Turing Fest 2018

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

Oli Gardner
Unbounce

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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Traditional content marketing focuses on educational value at the expense of product value, which is a broken and outdated way of thinking.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
Oli Gardner
Oli Gardner
Co-founder, Unbounce

Unbounce co-founder Oli Gardner has seen more landing pages than anyone on the planet. He’s obsessed with identifying and reversing bad marketing practices, and his disdain for marketers who send campaign traffic to their homepage is legendary, resulting in landing page rants that can peel paint off an unpainted wall. A prolific international speaker, Oli is on a mission to rid the world of marketing mediocrity by using data-informed copywriting, design, interaction, and psychology to create a more delightful experience for marketers and customers alike.

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Slides

"The only thing to do with good advice is to pass it on..."