SIMPLE WAYS TO MASSIVELY INCREASE YOUR CONTENT Ideas for managing high-volume content across today’s most important channels CHRIS MOODY @CNMOODY
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The Reality and the Outcome
88% 88% CMOs that lack
integrated view of customer interactions
65% 65% CMOs can’t measure
ROI across digital marketing investments
75% 75%
The Mandate and the Vision
CEOs that want their CMOs to become 100%
ROI focused 91% 91%
CMOs that want to have “data-driven approach” to marketing decisions and
quantifying value
Sources: Fournaise Group, CMO Council and Columbia’s Global Brand Leadership
A Massive Disconnect
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Content Fails to Scale
60-70% of marketing content goes unused each day
It’s Being Wasted It’s Not Personalized 74% of customers are frustrated that web content doesn’t map to
their interests
Only 34% of CMOs believe they have an effective content
marketing strategy
It’s Not Strategic
X X X
Sources: Sirius, Nielsen, and Content Marketing Institute
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“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
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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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bit.ly/contentshockbs
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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
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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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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
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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 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
Rate
EFFORT CONTENT
HIGH VISITS
LEADS
CUSTOMERS
3.8%
3.65%
SOURCE: COMPENDIUM
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Conversion
Rate
EFFORT CONTENT
MEDIUM
CUSTOMERS
11.4%
5.62%
SOURCE: COMPENDIUM
VISITS
LEADS
3.8%
3.65%
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Conversion
Rate
VISITS
LEADS
EFFORT CONTENT
LOW
CUSTOMERS
9.1%
13.5%
SOURCE: COMPENDIUM
11.4%
5.62%
3.8%
3.65%
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LOCALIZED, USER GENERATED
CONTENT
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HIGH MEDIUM LOW
HEAD
THE LONG TAIL
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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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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
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