content marketing masterclass, chris moody, jeffrey l. cohen, nick cicero, social fresh conference...

CONTENT THAT CONVERTS

PresentersChris Moody, Oracle Marketing Cloud Jeffrey L. Cohen, Oracle Marketing Cloud Nick Cicero, Delmondo Sarah Evans, Sevans Strategy (we haz a sad)

• NAME• TITLE• COMPANY• YOUR BIGGEST CONTENT CHALLENGE• SOMETHING THAT MAKES YOU UNIQUE


THIS IS FOR

YOUCONTENT THAT CONVERTS

Content marketingHow do you define it?


PresentersChris Moody

@cnmoody/in/chrismoody

Why content marketing?CONTENT THAT CONVERTS

Spoiler AlertA very quick note about content strategy…


“Content strategy guides the creation, delivery, and governance of useful, usable content.”Kristina Halvorson


Only 1 in 3 businesses have a documented content strategy.CMI & MarketingProfs


If you don’t write it down,it doesn’t happen.


What is your one thing?


You need a mission withgoals to measure success.


REFRESH: WHY CONTENT?We build awareness and feed the demand engine with content our audiences find valuable. We will continue to promote the personality of our products and brand and interact in a human, engaging manner. We align with four of the OMC GSU initiatives:

15

Driving demand

Lead the Marketing Cloud

1

2

Create ideal customers

Customer culture and advocacy

3

4

The Mission

We want to make our customers and users successful in their careers. We support this. We foster this. We elevate this and show them off. We create more modern marketers who take us with them wherever their careers go.

This is how we win.

2 minute exercise:What is your mission as a content team?


• Modern Marketing Essentials Guides (MMEGs): – Original idea, strategy and plan developed by Content & Social

team– Generated > 10,000 form submissions and counting– Each of these were the top 2-5 in MQL production

• Industry Recognition– Our OMC blog was named a Top 10 Corporate Blog by Social

Fresh and our Demand Gen Pro’s Cookbook email campaign won a Digiday award

• Building the Foundation for Success– Tight integration with the amazing Demand team– Integrated content and demand calendar

FY15 What Worked Last Fiscal

Our main goal is to drive more marketing qualified leads.

This applies to content and social.


2 minute exercise:What is your main content goal?


How to startContent strategy


PresentersNick Cicero

@nickcicero/in/nicholascicero

Use brand pillars to set strategy, and that means owning and knowing what YOU stand for.

Less is more.

Seriously.

KNOW YOUR STORY CONTENT THAT CONVERTS

Innovation and the future of paymentsFinancial InclusionSafety and SecurityTravelSmall Business

MASTERCARD CONTENT THAT CONVERTS

MASTERCARD CONTENT THAT CONVERTS

Financial Inclusion Travel

Building A Funnel CONTENT THAT CONVERTS

Components of the Funnel• Awareness: What’s the space/topics

that our brand, and our customers experience daily. Help, don’t sell. (Top)

• Evaluation: Tell me how to solve the problem (Middle)

• Decision: Show me how to fix the problem (Bottom)

How to startTopics and Themes


PresentersJeffrey L. Cohen@jeffreylcohen

/in/jeffreylcohen

“Either write something worth reading,or do something worth writing about.”— Benjamin Franklin


Business Expertise of Company

Personal Interest

Subject Matter Experts

What You Know CONTENT THAT CONVERTS

Persona Research

Keyword Research

Industry Research

What Prospects KnowCONTENT THAT CONVERTS

What Prospects WantCONTENT THAT CONVERTS

Product

Social Media

Content

Competitive Gap CONTENT THAT CONVERTS

Check your hard drive

Check your email

Check your website

Content Audit CONTENT THAT CONVERTS

General Topics

Blog Post Topics

Social Media Topics

Ebook/Webinar Topics

Synthesize the Ideas CONTENT THAT CONVERTS

Content calendarThe holy grail for visibility




What we didWe need a way to provide visibility into key content being produced globally and the strategy around it.

More importantly, to offer insight into status, content details, project owner, demand, social and blog plans, etc.

This is not a comprehensive events calendar – it is a content driven calendar.


Content Calendar Requirements• As much collaboration as possible with approved tools (bonus if it is

something we market and sell)• Visibility into top level plans for content and other groups within OMC• Limited development time required• Ease of use and integration / link with the master record for each

project/event (other tools, spreadsheets, trackers, etc.)

• Note: this will not replace existing calendars for individual teams.


Oracle Confidential – Internal/Restricted/Highly Restricted

45

Content types“Big trucks and little trucks and long trucks and tallold trucks and new trucks, delivery and long haul.”


Digital content 20081 trillion pages

Digital content 2013 30 trillion pages

TYPESOF CONTENT3

High Effort Medium Effort Low EffortTRADITIONAL BLOG AND PAID CONTENT

Q&A CONTENT USER CONTENT (UGC)

Effort ContentHIGH66%

10%5% 1%

18%

SEARCH DIRECT REFERRAL SOCIAL OTHER

66% FROM SEARCH /

HIGH EFFORTCONTENT

$21 - $2,000

Effort ContentMEDIUM80%

14%4% 1%


80% FROM SEARCH /

MEDIUM EFFORT CONTENT

1%$10

Effort ContentLOW

20% 32%10%

21%


BEST DISTRIBUTION

OF TRAFFIC / LOW EFFORT

CONTENT17%

$2

Conversion

Rate

EFFORT CONTENT

HIGH VISITS

LEADS

CUSTOMERS

3.8%

3.65%

SOURCE: COMPENDIUM

CONVERSIONS

Conversion

Rate

EFFORT CONTENT

MEDIUM

CUSTOMERS

11.4%

5.62%

SOURCE: COMPENDIUM

VISITS

LEADS

3.8%

3.65%

CONVERSIONS

Conversion

Rate

VISITS

LEADS

EFFORT CONTENT

LOW

CUSTOMERS

9.1%

13.5%

SOURCE: COMPENDIUM

11.4%

5.62%

3.8%

3.65%

CONVERSIONS

Content team and partners


Tactics


PresentersJeffrey L. Cohen@jeffreylcohen

/in/jeffreylcohen

Look Back at Your Goals

What are the steps to get there?

Blog vs. Ebooks vs. Webinar vs. Visual

Have you heard of Periscope?

Strategy vs. Tactics CONTENT THAT CONVERTS

Marketing Team of One

Agency / Partners / Freelancers / Customers

Influencers

Upwork.com

Resources CONTENT THAT CONVERTS

Resources CONTENT THAT CONVERTS

How much content?

10-4-1 Rule (3rd Party / Blog Posts / Landing Page)

How often?

Consistency is key

What’s the result?

Content vs. Time CONTENT THAT CONVERTS


223


594

Hubspot Experiment CONTENT THAT CONVERTS

Benchmark: 23 postsLow volume, high comp: 11.5 postsHigh volume, low comp: 34.5 posts bit.ly/sfcontent-hub

Moz Experiment CONTENT THAT CONVERTS

bit.ly/sfcontent-moz

How long does content take?

Are you keeping up with your audience?

Productivity CONTENT THAT CONVERTS

Tools




Examples and Case Studies


s

FULL SIZE IMAGES

EMAIL IS A SOURCE OF CONTENT.

BLOG POSTVS.EMAIL INBOX

Offers customer service to aid with stress-free pet relocation

EARN CUSTOMER TRUST, PROVIDE CONTENT TO AID DECISION MAKING, SHARE CUSTOMER EXPERIENCES CHALLENGES

RESULTS

increase in customer

lifetime value for customers who read user stories before

purchase

of leads who view customerstories convert to customers

of traffic on Q&A section of website

is driven by search, gathering and strategically using thousands of pieces of user-

generated contenteach year

4X 13.5%

80%

Examples CONTENT THAT CONVERTS

All PersonasEmailBlogSocial31% Conv Rate to MQL

Examples CONTENT THAT CONVERTS

All PersonasEmailBlogSocial31% Conv Rate to MQL

CMOEmailBlogSocial25% Conv Rate to MQL

87% OF CMOS SAY THAT PROFITABLE GROWTH IS THEIR NUMBER ONE PRIORITY. – CMO.com

10 PIECES OF CONTENT ARE CONSUMED BEFORE A PURCHASING DECISION IS MADE.

– Google’s Zero Moment of TruthCONTENTDRIVES

REVENUE

CONTENT THAT CONVERTSQ&AThanks from…Chris Moody, Oracle Marketing Cloud Jeff Cohen, Oracle Marketing Cloud Nick Cicero, Delmondo Sarah Evans, Sevans Strategy ( she was here i n our hea r t s )