Matthew Barker presented at the #ATWS2015 conference on measuring content and converting audiences into bookings. He discussed how the customer journey starts long before purchasing and highlighted Google's customer journey tool. Barker emphasized exploring multiple customer journeys and turning prospects into leads through effective content strategy and maximizing conversion rates. He also covered influencer marketing, surviving changes in SEO, and visualizing the customer journey to develop a better content strategy overall.

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Measuring Your Content:
Converting Audiences
Into Bookings
Matthew Barker - I&I Travel Media
@hitriddle
Get the slides: bit.ly/AContentAdventure

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CONTENT OVERLOAD VS
CONTENT STRATEGY

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THE CUSTOMER JOURNEY STARTS LONG
BEFORE THEY PACK THEIR SUITCASE
$

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GOOGLE’S CUSTOMER JOURNEY TOOL

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EXPLORING YOUR CUSTOMER JOURNEY(S)
Google Analytics
Conversions > Multi-Channel Funnels > Assisted Conversions
Get the slides:
bit.ly/AContentAdventure

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MANY JOURNEYS FOR EACH CUSTOMER

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ENOUGH THEORY, LET’S GET PRACTICAL!

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THE BIGGEST CONTENT MARKETING MYTH

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GET PROMOTING

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FIND YOUR INFLUENCERS

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PAY TO PLAY

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SURVIVING THE “NEW” SEO

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SURVIVING THE “NEW” SEO

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TURNING QUALIFIED PROSPECTS INTO LEADS

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MAXIMISING CONVERSION RATES

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IMPACTING THE (PHYSICAL)
CUSTOMER JOURNEY

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THE CUSTOMER JOURNEY DOESN’T FINISH
WHEN THE TRIP ENDS

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BUT WHAT ABOUT EVERYONE ELSE?!

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BUILDING A BETTER CONTENT STRATEGY
Get the slides:
bit.ly/AContentAdventure

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REMEMBER THIS COOL REPORT?
Conversions > Multi-Channel Funnels > Assisted Conversions
Get the slides:
bit.ly/AContentAdventure

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EVEN COOLER!

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COOLER AGAIN!

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SO HOW DO YOU GET THIS DATA GOLD MINE?
Get the slides:
bit.ly/AContentAdventure

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SO HOW DO YOU GET THIS DATA GOLD MINE?
Get the slides:
bit.ly/AContentAdventure

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VISUALISE THE JOURNEY

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FROM CONTENT OVERLOAD
TO CONTENT STRATEGY
$

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BE A BETTER CONTENT MARKETER

31. Matthew Barker - I&I Travel Media
@hitriddle
Get the slides: bit.ly/AContentAdventure