What Great Brands Do That Good Brands Don't in Content Marketing
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Tom Webster, VP of Strategy and Marketing at Edison Research, joins the Content Experience Show to discuss how to succeed as a brand in voice search.
Edison Research
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For so long, the name of the game when it comes to search has been visibility. With the rise of voice search, however, the visual side of things has completely disappeared from the equation.
It makes sense, then, that businesses devote substantial energy to becoming that first search result. Without the ability to scroll through results, a number-one ranking may be the only way to get your brand “in front” of your customers. But what Tom Webster of Edison Research proposes is to become the search, rather than fight for your position in the search.
By building a strong brand outside of the device and developing helpful, trustworthy skills for the device, your brand can transcend the search. Rather than relying on the consumer to stumble upon your brand in voice search, utilize the abilities of the device to become the source your customers go to for help.
“The way we have to think about smart speaker skills is: Is it helpful, and is it trustworthy?” — @webby2001
“Having that strong brand, that strong top-of-mind preference, is something you have to do off the device in order for people to find you on the device.” — @webby2001
What is a fun or silly thing you are doing with your smart speaker?
Every morning, Tom and his family say “good morning” to Alexa, and she often has fun, humorous responses!
See you next week!
Okay content is easy. Killer content is hard. This nifty eBook shows you the difference, based on our real-world work with dozens of brands. A must-read!