why you don't have enough content, and how to find more | jay baer & chris baggott webinar
DESCRIPTION
To win the war of information requires significantly more content than commonly believed. If you think you have enough content - you don't. One or two stories published per week isn't enough to achieve content marketing success. Join content marketing expert Jay Baer, author of Youtility, and Chris Baggott, co-Founder of Compendium, for this innovative and intriguing free webinar, and learn: Just how much content you really need to succeed. How to create the right content mix. The role of influencers in content success (its not who you think!) How the best sources of content are right under your nose. Continue the twitter conversation with #contentvolumeTRANSCRIPT
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