why you don't have enough content, and how to find more | jay baer & chris baggott webinar

WHY YOU DON’T HAVE ENOUGH CONTENT

AND HOW TO FIND MORE

SPEAKERS

Jay Baer | Convince&Convert Author of Youtility@JayBaer

Chris Baggott | Compendium @ChrisBaggott

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“We need more sources of information because we HAVE more sources of

information”

INFLUENCE A PURCHASE

#ContentVolume

THE THREE LEGGED STOOL

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30% of American social media users say social media has driven a purchase.

*Edison Research – The Social Habit - 2012

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B2B customers contact a sales rep only after70% of the purchasing

decision has been made.

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for targeted email over batch-and-blast.

208% HIGHERConversion Rate

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“Marketing needs to de-empathize tasks like ‘Thought Leadership’ and White Papers and focus more on advanced activities such as diagnosing the purchasing needs and

identifying internal barriers to purchase.– Ana Lapter, Corporate Executive Board

STOPTRYING TO BE AMAZING

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First thing’s first.

Discover Customer Needs•Search Keywords•Internal Search•Web Analytics •Social Chatter•Customer Survey & Interviews

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TOPIC MODELING

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PERSONAS

Personas

ENGAGEMENT CYCLE

Awareness

Consideration

Inquiry

Purchase

Retention

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Content Marketing Math

30 StoriesX 5 Personas

-------------150 Content Elements

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Content Marketing Math

30 StoriesX 5 Personas

-------------150 Content Elements

X 5 Stages of the Funnel-----------------

750 Content Elements

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Don’t be a 19 year-old dude.

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HIGH EFFORT CONTENT

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MEDIUM EFFORT CONTENT

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LOW EFFORT CONTENT

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HIGH EFFORT CONTENT

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MEDIUM EFFORT CONTENT

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LOW EFFORT CONTENT

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SIMILAR SITUATION STORY

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Example: River Pools

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FAQs

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24% Cross-Channel Engagement Rate

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Content only

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Content only

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15% Cross-Channel Engagement Rate

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Content only

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Gymboree Stories

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13% Cross-Channel Engagement Rate

Farmer Chris

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Worry less about selling better and WORRY MORE

ABOUT TEACHING BETTTER

– JAY BAER, Youtility

Questions?Ask the experts.

#ContentVolume