best practice: content is data. ideas for managing high-volume content across today’s most...
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CONTENT IS DATA Ideas for managing high-volume
content across today’s most
important channels
Sylvia Jensen
EMEA Marketing Director
Oracle Marketing Cloud
Copyright © 2014, Oracle and/or its affiliates. All rights reserved. 2
“MARKETING NEEDS TO DE-EMPHASIZE
TASKS LIKE ‘THOUGHT LEADERSHIP’ AND WHITE PAPERS AND FOCUS MORE ON
ADVANCED ACTIVITIES…
“STOP TRYING TO BE AMAZING”
– Ana Lapter, Corporate Executive Board
– Jay Baer
Copyright © 2014, Oracle and/or its affiliates. All rights reserved. 3
THE GROWTH OF
DIGITAL CONTENT
2008 – 1 trillion indexed pages
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THE GROWTH OF
DIGITAL CONTENT
2013 – 30 trillion indexed pages
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The Need for a High Volume of
Content
Copyright © 2014, Oracle and/or its affiliates. All rights reserved. 6
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
Copyright © 2014, Oracle and/or its affiliates. All rights reserved. 7
CREATE CUSTOMER PERSONAS
DEMOGRAPHICS
MOTIVATIONS
CHARACTERISTICS
GOALS
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30 TOPICS
X 5 PERSONAS
150 CONTENT ELEMENTS
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SALES FUNNEL INQUIRY
CONSIDERATION
AWARENESS
PURCHASE OR LEADS
RETENTION OR SALES
Typical
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30 TOPICS
X 5 PERSONAS
150 CONTENT ELEMENTS
X 5 STAGES OF THE FUNNEL
750 CONTENT ELEMENTS
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The Influence of Community Size
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INF
LU
EN
CE
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
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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
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MORE FREQUENT UPDATES and
MORE UNIQUE CONTENT
Across Multiple Social Channels
“YOU ARE COMPETING AGAINST YOUR
CUSTOMER’S CLOSEST FRIENDS & FAMILY”
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Types of Content
and Source of Traffic
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TYPES OF CONTENT 3
High Effort Medium Effort Low Effort
TRADITIONAL BLOG
AND PAID CONTENT
Q&A CONTENT USER CONTENT (UGC)
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Effort Content HIGH
66%
10%
5%
1%
18%
SEARCH DIRECT REFERRAL SOCIAL OTHER
66% FROM SEARCH /
HIGH EFFORT CONTENT
$21 - $2,000
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Effort Content MEDIUM 80%
14%
4% 1%
SEARCH DIRECT REFERRAL SOCIAL OTHER
80% FROM SEARCH /
MEDIUM EFFORT CONTENT
1% $10
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Effort Content LOW
20% 32%
10%
21%
SEARCH DIRECT REFERRAL SOCIAL OTHER
BEST DISTRIBUTION
OF TRAFFIC / LOW EFFORT
CONTENT
17%
$2
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Conversion of Content by Type
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Conversion
Rate
EFFORT CONTENT
HIGH VISITS
LEADS
CUSTOMERS
3.8%
3.65%
SOURCE: COMPENDIUM
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Conversion
Rate
MEDIUM
CUSTOMERS
11.4%
5.62%
SOURCE: COMPENDIUM
VISITS
LEADS
3.8%
3.65%
EFFORT CONTENT
Copyright © 2014, Oracle and/or its affiliates. All rights reserved. 23
Conversion
Rate
VISITS
LEADS
LOW
CUSTOMERS
9.1%
13.5%
SOURCE: COMPENDIUM
11.4%
5.62%
3.8%
3.65%
EFFORT CONTENT
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How is This Really Working?
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LOCALIZED, USER GENERATED
CONTENT
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15% CLICK THROUGH RATE
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EMPLOYEE GENERATED
CONTENT
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9000 CONTENT ELEMENTS CREATED
325% INCREASE IN SALES READY LEADS
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CVENT WINS BEST OVERALL CORPORATE BLOG
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STUDENT GENERATED
CONTENT
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1200 CONTENT ELEMENTS CREATED FIRST YEAR
61% FIRST TIME VISITORS
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EMAIL SOURCED CONTENT
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EMAIL SOURCED CONTENT
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SEARCHABLE CONTENT
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SOCIAL: LINKEDIN
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SOCIAL: TWITTER
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SOCIAL: FACEBOOK
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LANDING PAGES
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TARGETED EMAIL
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CONCLUSION: YOU NEED TO BE THE SOURCE OF ALL OF THE CONTENT YOUR PROSPECT WANTS BEFORE THEY BUY. 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
Copyright © 2014, Oracle and/or its affiliates. All rights reserved. 42
THANK
YOU
www.eloqua.com
@eloqua
@smajensen
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