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 Marketing 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:
- a moment of inspiration
- a trigger
- an initial consideration set
- active evaluation
- 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:
- Build suspense
- Foster aspiration
- Dive empathy
- 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/