CMW 2014 Recap: Andrew Davis on “How Brilliant Storytellers Create a Sudden Urge to Act”

By Katie Kennedy, Business Wire Cleveland

In his opening remarks, “How Brilliant Storytellers Create a Sudden Urge to Act,” Andrew Davis  kicked off day one of Content Andrew DavisMarketing World with an engaging keynote urging marketers to rethink the marketing funnel and focus on what he calls “moments of inspiration” or MOI.

What is a moment of inspiration? I’ll spare you the reenactment of his meatloaf example – which was hilarious –but in short, a moment of inspiration or MOI can be as simple thought which triggers a series of activities that at any point could lead you to a point of purchase.

So, rather than a traditional marketing funnel in which consumers start at awareness, go into a research phase and then take the action the marketer wants, Davis sees the consumer journey as a path defined as:

  1. a moment of inspiration
  2. a trigger
  3. an initial consideration set
  4. active evaluation
  5. moment of purchase

“Valuable content increases the demand for the products and services you sell,” said Davis. “If you want to own the consumer journey, create moments of inspiration.”

Davis sees this as the single biggest opportunity for content marketing and shared his secrets for creating these moments of inspiration via valuable content that inspires people to buy the ideas, products or services.

Four steps for creating content that inspires MOI:

  1. Build suspense
  2. Foster aspiration
  3. Dive empathy
  4. Harness emotion

To read more about Davis’ presentation, including additional tactics, we recommend reading this event summary:  http://bit.ly/BWatCMI2014

To learn how “MOI leads to ROI”  follow Davis on Twitter @TLPDrew or visit his website: http://www.akadrewdavis.com/

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: