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<\/a><\/div>\n<\/div>Our American friends at Google pronounce it \u2018Zee-Mot\u2019, which is evidently up for grabs depending on how British you are (I\u2019m all about \u2018Jay-Zed\u2019 and \u2018Fifty-Pence\u2019). Google suggested there was an entirely new model in play due to the shift in mobile technology and consumer behaviour (no shit).<\/p>\n
So now, prior to the \u2018First Moment of Truth\u2019, comes ZMOT \u2014 the \u2018Zero Moment of Truth\u2019.<\/p>\n
So what is it and is it still relevant?<\/p>\n
Perhaps it\u2019s worth starting with what it isn\u2019t. <\/em>It isn\u2019t about filling customers\u2019 feeds with poorly targeted, badly timed and irrelevant messages that don\u2019t matter (to them). It isn\u2019t about advertising at customers. It isn\u2019t about hammering them into submission via their feeds either.<\/p>\n It is<\/em> about time though. Our time is becoming increasingly more precious; so how (and when) we imbibe content is evermore a tricky thing to get right. Mad fact for you: a goldfish\u2019 attention span is 9 seconds. As of 2017, a human\u2019s is 8 seconds. <\/strong>Time\u2026<\/p>\n Time and attention span \u2014 and our increasing disinterest in content that\u2019s not relevant to us \u2014 or not entertaining, or not intuitively delivered. That\u2019s one the biggest things that\u2019s changed in the past few years<\/p>\n So ZMOT is essentially a more scientific way for Google to label content marketing.<\/p>\n The book is 6 years old now and every marketer knows about content. But the concept still stands strong when it comes to marketing strategy \u2014 as a way for marketers to consider how to develop an appropriate digital transformation strategy for their business.<\/p>\n If a brand isn\u2019t strategically and usefully active within the \u2018Zero Moment of Truth\u2019, then it\u2019s entirely less likely to have a share of voice within the ZMOT. But is having content enough..?<\/p>\n Evaluate all content you currently have on \u2014 and offsite. Categorise it in terms of what strategic value it could have and what place it could have within a structured content strategy.<\/p>\n If you don\u2019t have a content strategy, get busy. And consider that it will go hand in hand with your SEO strategy. Then plan your content properly; making sure you deliver great quality content at regular intervals. It\u2019s about Gary Vaynerchuk\u2019s \u2018jab, jab, jab, right hook\u2019<\/em> concept. Essentially, you have to give<\/em> in order to gain the trust from your customers \u2014 earning the right to ask<\/em>, at the appropriate time.<\/p>\n Match content with what your brand\u2019s personas are interested in \u2014 and when they\u2019re likely to be interested in hearing from you about it. What do they look like and what do they behave like? What makes them tick and where do they go for their online research and entertainment? Define those outposts and seed your content there. And always be realistic about what you want your customers to take away from your content, versus what they actually want and are willing to share.<\/p>\n Seriously though\u2026 Since the dawn of time, SEO and advertising media people have been trying to exploit new technology platforms to turn what was a great social technology platform into an opportunity to shout at consumers. Here\u2019s the thing: Thanks to ZMOT and consumers\u2019 shortening attention spans, they\u2019re making their own informed decisions \u2014 fast. They\u2019re bouncing around the web on multiple devices and at lightning speed. They know what they\u2019re looking for \u2014 they merely need online confirmation as to what they can buy; from where and and at the best price. They cannot be bullshitted or patronised. So don\u2019t try.<\/p>\n The internet is drowning in sub-standard content. Quality content is what\u2019s required. Content that is engaging; entertaining, inspiring, or educational and informative. Your content has to tell a story about your brand \u2014 fill in the gaps for consumers. Ultimately, what it comes down to is brand trust \u2014 just as it\u2019s always done. If you can\u2019t do it well, don\u2019t do it at all.<\/p>\n So they\u2019ve found you via some seeded or shared content; they\u2019ve come to your site and they\u2019ve bought your stuff. Well done for getting this far!<\/p>\n You\u2019ve turned a lead into a prospect and a prospect into a customer. But ask yourself just how loyal your customers are, or how easy it will be for them to forget your brand the next time they\u2019re in the ZMOT. They\u2019re now in the funnel, and if you have a strategy to turn these customers into delighted customers, then give them a platform in which to express their delight. Give them a reason and opportunity to share their brand love in the Zero Moment of Truth. Of course, it might make sense to evaluate just how great your customer experience is, before letting them loose on the internet to share their brand experience. Food for thought. In fact, you may realise that the key to your digital transformation plan is actually to start by improving your customer service!<\/p>\n Just because you\u2019ve got one content campaign right doesn\u2019t mean you\u2019ll get them all right. And if you don\u2019t keep a close eye on your analytics, you will never truly know what content worked and what didn\u2019t. Evidently once you know which content works, it stands to reason that your ZMOT strategy should contain more of such content! Bin off the stuff that isn\u2019t working.<\/p>\n SmartInsights have developed the RACE framework<\/a> which takes you through\u00a0the stages of a successful digital marketing strategy<\/p>\n As with many marketing practices, you can choose to read a fistful of blogs, or read some books. Google\u2019s \u2018Winning the Zero Moment of Truth\u2019 is available to download for free here<\/a>. More importantly, you can keep up to date with Google\u2019s sharing via the thinkwithgoogle.com<\/a>. Don\u2019t take my word for it \u2014 take the word of the guys who own this playing field outright. They make the rules after all\u2026<\/p>\nGoogle\u2019s Definition of Content Marketing<\/h3>\n
6 Tips to get you\u00a0started<\/h3>\n
1. Carry out a content audit.<\/h4>\n
2. You need a content strategy.<\/h4>\n
3. Put yourself in your customers\u2019 shoes.<\/h4>\n
4. Stop advertising at people!<\/h4>\n
5. Your brand is more important than ever before.<\/h4>\n
6. Exploit the \u2018Second Moment of Truth\u2019.<\/h4>\n
7. Evaluate; dial up, dial down, switch off.<\/h4>\n
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Thanks to Martin O'Toole for sharing his advice and opinions in this post. Martin is founder of London-based brand creative & digital agency\u00a0