Jim Howard, CEO of CrownPeak gave an extraordinary talk at the JUMP conference on January 20 and again last week at the Inbound Marketing Conference. The speech is not recorded but you can download his slide deck: The three key takeaways are:
- Google's "Zero Moment of Truth" is happening on the web long before people engage with your product. One of the top ten reasons people go online is to research products and services. Your donors are researching you early and often and making important decisions based on the content you have out there.
- The more content you have the more leverage you have in social media, search and the more you gain in "earned content" from other sources.
- Quality content is essential.