the power of content marketing at high five conference 2015
TRANSCRIPT
THE POWER OF CONTENT MARKETING AND CREATING MORE PROFITABLE CONTENT
THE POWER OF CONTENT MARKETING AND CREATING MORE PROFITABLE CONTENT
CHRIS MOODY / ORACLE MARKETING CLOUD HIGH FIVE CONFERENCE – FEBRUARY 2015
@CNMOODY
9
4
0
sued over a blog post: #1 out of 14,200,000 pages
WHAT IS PROFITABLE CONTENT? WHAT IS PROFITABLE CONTENT?
HINT: THIS REQUIRES WORKING WITH AND UNDERSTANDING SALES.
An intro to Sales
47% of Sales reps would rather deliver a presenta>on without their underwear than without their tablet
An intro to Sales
64% of reps prepare for their mee>ngs in the car and 44% prepare in the prospect’s parking lot
An intro to MarkeOng
88% of CMOs lack an integrated view of the customer
An intro to MarkeOng
65% of CMOs can’t measure ROI for digital marke>ng in 2014
An intro to Sales and MarkeOng
71% of reps receive materials from marke>ng, but 42% say they aren't involved at all in the development process
“I never blame myself when I'm not hiNng. I just blame the bat and if it keeps up, I change bats. ARer all, if I know it isn't my fault that I'm not hiNng, how can I get mad at myself?”
PROFITABLE CONTENT CONVERTS AND CREATES
REVENUE
PROFITABLE CONTENT CONVERTS AND CREATES
REVENUE HINT:
THIS STILL REQUIRES WORKING WITH SALES.
THE GROWTH OF DIGITAL CONTENT 2008 – 1 trillion indexed pages
THE GROWTH OF DIGITAL CONTENT 2013 – 30 trillion indexed pages
bit.ly/contentshockbs
Can you think of the top 30 topics prospects and customers might be interested in?
SUPPOSE YOU ARE AN INSURANCE COMPANY
INSURANCE CAR INSURANCE MOTOR INSURANCE LIFE INSURANCE HOME INSURANCE INSURANCE RATES HEALTH INSURANCE MOTORCYCLE INSURANCE LIABILITY INSURANCE CHEAP INSURANCE MINIMUM INSURANCE HOMEOWNERS INSURANCE AUTO QUOTE HOME & AUTO DISCOUNTS TERM INSURANCE
TRAVEL INSURANCE ONLINE CAR INSURANCE FLOOD INSURANCE COMPARE INSURANCE COMMERCIAL INSURANCE BUSINESS INSURANCE MEDICAL INSURANCE COMMERCIAL VEHICLE INSURANCE UMBRELLA POLICY FARM INSURANCE RENTERS INSURANCE PET INSURANCE HURRICANE INSURANCE EASY CLAIMS DENTAL INSURANCE
INSURANCE CAR INSURANCE MOTOR INSURANCE LIFE INSURANCE HOME INSURANCE INSURANCE RATES HEALTH INSURANCE MOTORCYCLE INSURANCE LIABILITY INSURANCE CHEAP INSURANCE MINIMUM INSURANCE HOMEOWNERS INSURANCE AUTO QUOTE HOME & AUTO DISCOUNTS TERM INSURANCE
TRAVEL INSURANCE ONLINE CAR INSURANCE FLOOD INSURANCE COMPARE INSURANCE COMMERCIAL INSURANCE BUSINESS INSURANCE MEDICAL INSURANCE COMMERCIAL VEHICLE INSURANCE UMBRELLA POLICY FARM INSURANCE RENTERS INSURANCE PET INSURANCE HURRICANE INSURANCE EASY CLAIMS DENTAL INSURANCE
CREATE CUSTOMER PERSONAS
DEMOGRAPHICS MOTIVATIONS
CHARACTERISTICS GOALS
30 TOPICS X 5 PERSONAS
150 CONTENT ELEMENTS
SALES FUNNEL INQUIRY
CONSIDERATION
AWARENESS
PURCHASE OR LEADS
RETENTION OR SALES
Typical
30 TOPICS X 5 PERSONAS
150 CONTENT ELEMENTS X 5 STAGES OF THE FUNNEL
750 CONTENT ELEMENTS
INFL
UENC
E
COMMUNITY SIZE
54% AGREE
12% DISAGREE
WHEN IT COMES TO COMMUNITY SIZE, 54 PERCENT OF CONSUMERS AGREE THAT THE SMALLER THE COMMUNITY THE GREATER THE INFLUENCE
The smaller the community, the greater the influence
3%
56%
34%
31.1%
30.8%
28%
27%
27%
20%
20%
12%
8%
7%
RETAIL SITES
BRAND SITES
BLOGS
GROUPS / FORUMS
YOUTUBE
GOOGLE+
ONLINE MAGAZINES
NEWS SITES
ONLINE SERVICES MOST LIKELY TO INFLUENCE A PURCHASE
SOURCE: TECHNORATI
MORE FREQUENT UPDATES and
MORE UNIQUE CONTENT Across Multiple Social Channels
“YOU ARE COMPETING AGAINST YOUR CUSTOMER’S CLOSEST FRIENDS & FAMILY”
Exhibit A.
TYPES OF CONTENT 3
High Effort Medium Effort Low Effort TRADITIONAL BLOG AND PAID CONTENT
Q&A CONTENT USER CONTENT (UGC)
Effort Content HIGH 66%
10% 5% 1%
18%
SEARCH DIRECT REFERRAL SOCIAL OTHER
66% FROM SEARCH /
HIGH EFFORT CONTENT
$21 - $2,000
Effort Content MEDIUM 80%
14% 4% 1%
SEARCH DIRECT REFERRAL SOCIAL OTHER
80% FROM SEARCH /
MEDIUM EFFORT CONTENT
1% $10
Effort Content LOW 20% 32%
10% 21%
SEARCH DIRECT REFERRAL SOCIAL OTHER
BEST DISTRIBUTION
OF TRAFFIC / LOW EFFORT
CONTENT 17%
$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
FIVE WAYS TO CREATE MORE PROFITABLE CONTENT TODAY
FIVE WAYS TO CREATE MORE PROFITABLE CONTENT TODAY
-‐ 1 -‐ 2 -‐ 3 -‐ 4 -‐ 5
Brainstorm with en>re staff on ques>ons they hear every day “They Ask, You Answer”
1 -‐ 1 -‐ 2 -‐ 3 -‐ 4 -‐ 5
Des Williams | Ligh>ng & Landscaping
Interview your colleagues and partners 2 -‐ 1 -‐ 2 -‐ 3 -‐ 4 -‐ 5
Eliminate the fear of the blinking cursor
Host your first company Blogathon 3
-‐ 1 -‐ 2 -‐ 3 -‐ 4 -‐ 5
1. Brainstorm every ques>on 2. Assign to employees + 90 mins/day 3. 4.5 hours each over 3 days = 100+ blog posts
– Kirk Drake, CEO, Ongoing Opera>ons
Three steps to $500k to $1m impact in year one.
– Kirk Drake, CEO, Ongoing Opera>ons
Stop trying to hit homeruns 4 -‐ 1 -‐ 2 -‐ 3 -‐ 4 -‐ 5
Since 1901, there are only 45 players with a season with more homeruns than strikeouts.
Surround homeruns with tons of base hits. • Part 1 -‐ Featured Asset & Outbound Part 2 – Webcast PromoOon
OUTBOUND: Email and Landing Page featuring the new essen>als program and the eBook. Responsive design.
FEATURED ASSET: First of a series of meaty guides, this ebook features discussion and best prac>ces around content marke>ng.
Turn your email into content 5 -‐ 1 -‐ 2 -‐ 3 -‐ 4 -‐ 5
EMAIL IS A SOURCE OF CONTENT.
BLOG POST VS. EMAIL INBOX
RECAP: Five ways to create more profitable content today
1. Brainstorm with staff 2. Interview your colleagues 3. Have a Blogathon 4. Stop trying to hit homeruns 5. Turn your email into content
OUTDOOR RETAIL LEADER SERVING 75 MILLION SPORTSMEN A YEAR
TO INCREASE LEADS, PERFORMANCE OF ADS,
AND CONTENT. ALSO TO MANAGE
CREATION, WORKFLOW, PROMOTION, AND
DISTRIBUTION OF CONTENT
CHALLENGE Deepening customer
relationships in stores, creating relevant content,
sharing expertise
RESULTS
Website visitors tripled, click through rates increased by 15%
Customers look to Bass as a content resource,
increasing loyalty and engagement
Created a central hub for Bass’s marketing team
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 customer stories 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 content
each year
4X 13.5% 80%
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 Truth CONTENT
DRIVES REVENUE
STUCK AND NEED HELP?
YES, THAT IS MY SON STUCK UNDER HIS LITTLE TIKES FIRE TRUCK.
EMAIL: HELPMECHRISMOODY @GMAIL.COM THE TWITTER: @CNMOODY