solving your content crises: compendium #mbo13 presentation
DESCRIPTION
A presentation on how to generate massive amounts of content to fuel an effective content marketing strategy.TRANSCRIPT
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SIMPLE WAYS TO MASSIVELY
INCREASE YOUR CONTENT Ideas for managing high-volume content Across today’s most important channels
@Compendium #MBO13
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Agenda: 1. Your content crisis 2. Solving it
@Compendium #MBO13
① Plan ② Produce ③ Publish ④ Promote ⑤ Prove
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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 Execu!ve Board
– Jay Baer
@Compendium #MBO13
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THE GROWTH OF DIGITAL CONTENT
2008 – 1 trillion indexed pages
@Compendium #MBO13
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THE GROWTH OF DIGITAL CONTENT
2013 – 30 trillion indexed pages
@Compendium #MBO13
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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
Can you think of the top 30 Topics prospects and customers might be interested in?
SUPPOSE YOU ARE AN INSURANCE COMPANY
@Compendium #MBO13
Renters Insurance Pet Insurance Hurricane Insurance Easy Claims Dental Insurance
Travel Insurance Online Car Insurance Flood Insurance Compare Insurance Commercial Insurance Business Insurance Medical Insurance Commercial Vehicle Insurance Umbrella Policy Farm Insurance
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@Compendium #MBO13
Create customer personas
Demographics
Motivations
Characteristics
goals
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@Compendium #MBO13
Create customer personas
Lucy Anderson!“I’ve been fishing since I was a little girl. My dad used to take me out on the weekends. He showed me how to bait, catch, clean and cook all variety of fish. Now I’m passing on the love of this activity to my two little boys and daughter.”
User Category: Fishing Enthusiast Age: 40 Race: Caucasian Education: Associate Degree Employment: Full Time Household Income: $75,000 Family: Husband, three children (2 boys and 1 girl) BEHAVIORS & CULTURE Conservative values Family focused Health-minded Outdoorsy Fun-loving CHALLENGES Making time for her favorite pastimes Having enough money to send her kids to college Balancing work and life SAMPLE SEARCH QUERIES Best fishing spots in North America Family fishing destinations Fish recipes
FEARS Not enough time for family Inability to send kids to college Global warming MOTIVATIONS Happy, healthy family Active living Sufficient free time NEEDS & EXPECTATIONS Intuitive products Desire for work-life balance Prioritization of family time
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30 TOPICS X 5 Personas
150 CONTENT ELEMENTS @Compendium #MBO13
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SALES FUNNEL INQUIRY
CONSIDERATION
AWARENESS
PURCHASE OR LEADS
RETENTION OR SALES
Typical
@Compendium #MBO13
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30 TOPICS X 5 Personas
150 CONTENT ELEMENTS x 5 stages of the funnel
750 CONTENT ELEMENTS @Compendium #MBO13
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@Compendium #MBO13
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3%
56%
34%
31.1%
30.8%
28%
27%
27%
20%
20%
12%
8%
7%
RETAIL SITES BRAND SITES
BLOGS FACEBOOK
GROUPS / FORUMS YOUTUBE LINKEDIN GOOGLE+
ONLINE MAGAZINES PINTEREST
TWITTER NEWS SITES INSTAGRAM
ONLINE SERVICES MOST LIKELY TO INFLUENCE A PURCHASE
Source: Technorati @Compendium #MBO13
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MORE FREQUENT UPDATES and
MORE UNIQUE CONTENT Across Mul!ple Social Channels
“You are competing against your customer’s closest friends & family”
@Compendium #MBO13
4 UPDATES / DAY X 365 DAYS = 1460 UNIQUE POSTS PER YEAR…AT LEAST
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Sounds like a crisis! Don’t sweat it.
@Compendium #contentisdata
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Plan: Plan your content.
Pull in your audience.
@Compendium #contentisdata
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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)
$21 - $2,000 $10 $2
@Compendium #contentisdata
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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
@Compendium #MBO13
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Effort Content MEDIUM
s
80%
14% 4% 1% 1%
SEARCH DIRECT REFERRAL SOCIAL OTHER
80% from Search /
Medium Effort Content
$10
@Compendium #MBO13
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Effort Content LOW 20% 32%
10% 21%
17%
SEARCH DIRECT REFERRAL SOCIAL OTHER
Best Distribution of
Traffic / Low Effort
Content
$2
@Compendium #MBO13
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Conversion
Rate
EFFORT CONTENT
HIGH VISITS
LEADS
CUSTOMERS
3.8%
3.65%
@Compendium #MBO13
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EFFORT CONTENT
MEDIUM VISITS
LEADS
CUSTOMERS
11.4%
5.62%
Conversion
Rate
Source: compendium @Compendium #MBO13
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EFFORT CONTENT
LOW VISITS
LEADS
CUSTOMERS
9.1%
13.5%
Conversion
Rate
Source: compendium @Compendium #MBO13
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Produce: Create. Curate. Collect.
Collaborate.
@Compendium #MBO13
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@Compendium #MBO13
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@Compendium #MBO13
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HIGH MEDIUM LOW
HEAD
THE LONG TAIL
@Compendium #MBO13
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EMAIL MARKETING: 208% HIGHER CONVERSION RATE FOR
Targeted EMAILS OVER BATCH-AND-BLAST
@Compendium #MBO13
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@Compendium #CMworld
Weekly targeted emails with a
customer story for a specific
age / class
@Compendium #MBO13
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10-12% 35-45%
Open rate of
“These results are higher than anything we have seen before at Gymboree Play & Music.”
Average click through rate
@Compendium #MBO13
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@Compendium #MBO13
Localized, user generated
content
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15% CLICK THROUGH RATE
@Compendium #MBO13
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@Compendium #MBO13
Employee generated
content
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325% Increase in Sales ready leads
@Compendium #MBO13
9000 Content elements created
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@Compendium #MBO13
Cvent wins best overall corporate blog
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@Compendium #MBO13
Student generated
content
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61% First time visitors
@Compendium #MBO13
1200 Content elements created per year
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@Compendium #MBO13
Email sourced content
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@Compendium #MBO13
Email sourced content
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PUBLISH & PROMOTE: It’s Worthless until
someone reads it. @Compendium #MBO13
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@Compendium #MBO13
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@Compendium #MBO13
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SEARCHABLE CONTENT
@Compendium #MBO13
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Social: linkedin
@Compendium #MBO13
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Social: twitter
@Compendium #MBO13
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Social: facebook
@Compendium #MBO13
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Landing pages
@Compendium #MBO13
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Targeted email
@Compendium #MBO13
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PROVE: KEEP YOUR CONVERSATION AND
GOALS ALIGNED @Compendium #MBO13
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“THE NEXT BIG THING IN OUR INDUSTRY IS GOING TO BE intelligent 1:1 MARKETING” -Lisa Arthur, Forbes
@Compendium #MBO13
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QUESTIONS?
@CSTOBBS #MBO13
@Compendium #MBO13
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For your time
@Compendium #MBO13
Thanks