This presentation is focused on the SEE - THINK - DO - CARE framework developed by marketer, Avinash Kaushik. For more about the framework, read his blog at http://kaushik.net.

2. Content
Marketing?
What is

3. Content
Marketing?
What is

4. Content
Marketing?
What is

5. Avinash
Kaushik

6. The Problems We’re
Trying to Solve

7. Customer
Centered

9. Measurement
Strategies

11. How to Think
about Content
Strategy

12. MacKenzie

13. Connect

14. A New Framework

15. See Think
Do
Care
4 Audience Intent Clusters

16. See
Your largest addressable
qualified audience
Think
Your largest addressable
qualified audience with
some intent to buy
Do
Your largest addressable
qualified audience with
lots of intent to buy.
Care
Your current customers
with two or more
transactions
4 Audience Intent Clusters

17. MarketingContent Measurement

19. Measurement

20. MeasurementStrategy
# or % interactions (platforms/ads)
Conversations, Amplification, Applause
Increase in Brand Awareness
% New Visits
Click-Thru Rate
Page Depth
Per Visit Goal Value
% Assisted
Visitor Loyalty (return visits)
Checkout Abandonment Rate
Conversion Rate
Revenue/Profit/Units Sold
Repeat Purchases
Likelihood to Recommend (Net Promoter Score)
Customer Lifetime Value

21. Example

23. Pill Reminder – Think
Instagram Printing – See
Healthy Choices – See
Pharmacy Chat – Care
Clinic Finder – See

24. Where to go from here
www.kaushik.net

25. Mark Leonard
Principal i c t u s m a r k e t i n g . c o m
mark@ictusmarketing.com