One of many best marketing events yearly is Content Marketing World. I by no means miss it.

And this yr the speaker lineup is unmatched. Elizabeth Banks is the headliner however I’m most excited for one of many best marketing speakers I’ve ever heard, Avinash Kaushik.

However What does Avinash learn about content marketing. And why am I excited to see him converse? Stick round and I’ll fill you in.

Key Takeaways:

  • Avinash Kaushik is a visionary marketer who all the time seeks to simplify the complexity of performance-based advertising
  • His “See-Suppose-Do-Care” framework continues to be foundational for efficient content material advertising.
  • Be a part of me in watching Kaushik’s keynote speech at CMWorld 2023 on September 28, Actionable AI: Options for Unknown Unknown Issues!

Who Is Avinash Kaushik?

Avinash Kaushik is a respected voice in the marketing world with good reason. I heard him converse at one other advertising occasion a number of years in the past. And whereas he dropped f-bombs like my youngsters spill their cheerios, he was additionally one of the distinctive, clever, and passionate audio system I’ve ever seen.

His major message has all the time been to focus your efforts on stuff that works, utilizing targeted knowledge and analytics. He thinks of promoting far more holistically than most: he believes advertising’s best worth occurs after we marry the artwork and the science, the long run and the quick time period.

He alsowants to remove “suckiness” from our lives. Which clearly offers me a possibility to plug my finest promoting guide Mean People Suck!

Take a look at Avinash’s current CMWorld Neighborhood Speak to get to know him somewhat higher:

An Admirable Profession

Avinash’s bio states that he “helps government groups, entrepreneurs and knowledge analysts leverage revolutionary digital methods and rising applied sciences to outsmart their rivals.”

He was well-known because the senior director of World Strategic Analytics Google at Google, the place he spent 16 years and led the corporate’s Google Analytics product.

Just lately he transitioned to the C-suite, turning into Chief Technique Officer of the worldwide digital advertising company Croud.

An Partaking Author

If Kaushik’s Occam’s Razor blog just isn’t in your feed, subscribe now!

Kaushik has written two best-selling books: Net Analytics: An Hour a Day and its follow-up, Net Analytics 2.0.

LinkedIn additionally chosen Kaushik to be a High Voice on LinkedIn (jealous!), which is a designation very individuals qualify for.

A Snarky Speaker After Our Personal Hearts

Main manufacturers have invited Kaushik to share his insights, together with Porsche, Hyatt, IBM, Chanel, and Unilever. He’s an in-demand speaker for keynotes at conferences worldwide.

All these accolades are nice, however the actual cause we love him is his no-holds-barred, tell-it-like-it-is, sensible type. Kaushik retains it actual, bringing a refreshing dose of humor and snark to maintain you engaged.

(Right here’s an ideal instance:)

A cartoon shows how what looks good to marketing clients might not look so good to end users.

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Kaushik’s Stances on Enterprise and Advertising

In all issues, Kaushik needs organizations to discover ways to acquire the suitable knowledge and decide to calculated dangers in serving shoppers. On the identical time, leaders must be able to pivot as soon as the information signifies a transparent want for change.

The ten/90 Rule

You already know you’re doing one thing proper when individuals worldwide undertake your ideas and advertising fashions. Kaushik’s first large breakthrough was his 10/90 rule that he first shared in 2006.

This guideline can save a number of budgeting complications for entrepreneurs. Kaushik asserts that you will need to make investments $90 on analysts for each $10 you spend on analytical instruments.

Appropriately, the ten/90 rule places the emphasis on the professionals who interpret knowledge over the instruments they use. This stops organizations from blindly investing in knowledge evaluation merchandise and searching for unrealistic returns.

I believe we might use the identical precept in describing how we use AI in Content Marketing!

The See-Suppose-Do-Care Framework for Content material Advertising

Kaushik’s See-Suppose-Do-Care mannequin pushed firms to reap the benefits of digital communication to get extra private of their advertising. And it served as a mannequin for me in my earliest days of content marketing.

He posits that the customer funnel has 4 phases. Entrepreneurs ought to present related content material for each stage of the journey.

The See-Think-Do-Care framework narrows down your audience into smaller segments in the buyer funnel.

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1. See

The See stage consists of your largest addressable certified viewers. This LAQA is simply window procuring and places buying choices off to the long run.

As an alternative of barraging these individuals with buy-now messages, content material ought to seize their consideration with related matters. This can be a nice time to be entertaining and informational to draw and draw customers in.

2. Suppose

The Suppose section is when patrons are certain they wish to purchase one thing quickly. These people don’t have a particular curiosity in a selected product however understand they’ve an issue that wants fixing quickly.

At this stage, content material advertising must be much more instructional to information the individual towards a shopping for resolution.

3. Do

The Do stage is the place a purchaser is able to take motion. The individual is aware of the issue and understands how they wish to remedy it.

This particular person is probably the most worthwhile prospect, and you may implement robust calls to motion.

4. Care

Care is the place most firms fall on their face. That is the way you take care of actual clients who loyally interact with you.

Kaushik defines this as an individual who has made greater than a single buy. (A one-time purchaser is perhaps dealing with a one-off transaction or may very well be sad with the outcomes and by no means come again.)

Because the title suggests, personalization and emotion are on the coronary heart of this stage. Firms should give attention to constructing relationships with these customers, not simply pushing merchandise.

How See-Suppose-Do-Care and Information Assist Direct Advertising Efforts

As Kaushik explains, a enterprise should collect knowledge to search out out the place patrons are within the See-Suppose-Do-Care framework. Organizations then use the data to focus advertising efforts in areas with probably the most important return on funding.

This picture offers a sensible breakdown of the place to make use of every sort of promoting. You’ll discover that content material via show advertisements and search engine optimization proves cost-effective all through the whole journey.

This chart breaks down what marketing focus and metrics matter for each segment of a buyer’s consideration stage.

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Crucially, an organization has to make use of the proper metrics for every funnel part. Many entrepreneurs have fallen into the lure of measuring the whole lot by conversions, which actually solely works within the Do section.

By counting on the suitable metrics on the proper time, entrepreneurs could make cheaper choices about campaigns.

Kaushik’s Views on AI

I do know entrepreneurs are keen to listen to his ideas on the current developments of AI and Advertising.

His take is bound to be a balanced method and promising for any of us “meatbags” who’re worrying a couple of robotic revolution coming to take our jobs.

On a current podcast, he emphasizes utilizing AI as an enhancement to our work instead of replacing it. This thought jibes along with his contentions within the 10/90 rule, which promotes a bigger funding in staff than expertise.

In any case, we stay up for him giving us sensible tips on the topic.

Avinash Kaushik’s Speak at Content material Advertising World 2023

We are able to’t wait to see what Avinash Kaushik has to say about AI at CMWorld 2023. He’s on the Keynote Stage on Thursday, September 28, 8:25 AM Japanese Time discussing Actionable AI: Options for Unknown Unknown Issues!

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I’m talking at Content material Advertising World as properly! Be a part of me for brand spanking new concepts to reinvigorate your methods and evolve your content material advertising. Register here and save $100 on registration with my promo code BRENNER100.


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