Content Marketing World 2014 talk - Jay Acunzo

Content Marketing World 2014 talk - Jay Acunzo
@Jay_zo | #CMWorld Jay Acunzo | @Jay_zo (or, Let’s Stop Polluting The Internet Because Think of the Children) Beyond The Ebook: With Our B2B Content Getting More
@Jay_zo | #CMWorld
@Jay_zo | #CMWorld How Much They Are My Mom How Awesome They Are
@Jay_zo | #CMWorld
@Jay_zo | #CMWorld
@Jay_zo | #CMWorld Agenda 1  The Story of Diminishing ROI 2  A Framework & Process 3  B2B Examples 4  Distribution Playbook to Drive ROI
@Jay_zo | #CMWorld About Me Jay Acunzo
@Jay_zo | #CMWorld HUBSPOT, I THE LEADS SHRUNK
@Jay_zo | #CMWorld Aw nuts…
@Jay_zo | #CMWorld Noisy Niche HubSpot Ebooks’ Diminishing Returns “Inbound Marketing” “Free Marketing Ebook”
@Jay_zo | #CMWorld
@Jay_zo | #CMWorld It’s the stupid. ,creative
@Jay_zo | #CMWorld
@Jay_zo | #CMWorld Content NPS How likely are you to recommend this?
@Jay_zo | #CMWorld Content NPS How likely are you to recommend this? 33
@Jay_zo | #CMWorld Stock Photos Experimental Content Offer
@Jay_zo | #CMWorld B2B Golden Rule
@Jay_zo | #CMWorld Save Your Audience and/or
@Jay_zo | #CMWorld Content NPS After Adopting the Golden Rule 52
@Jay_zo | #CMWorld 1.  Social Media 2.  eNewsletters 3.  Case Studies 4.  Blogs 5.  White Papers
@Jay_zo | #CMWorld
@Jay_zo | #CMWorld Ev Williams Twitter, Medium, Blogger @Ev Add Text, an Image, or Both “Take a human desire, preferably one that has been around for a really long time … identify that desire and use modern technology to take out steps.”
@Jay_zo | #CMWorld Ev Williams Twitter, Medium, Blogger @Ev Add Text, an Image, or Both “Take a human desire, preferably one that has been around for a really long time … identify that desire and use creative content to take out steps.”
@Jay_zo | #CMWorld Add Text, an Image, or Both B2B Content Marketing is just solving the s a m e p r o b l e m your product solves.
@Jay_zo | #CMWorld Example You Sell Analytics Software 1 3 52 4 Find Data Create Charts Design Deck Schedule Meeting Pitch Boss
@Jay_zo | #CMWorld 1 3 52 4EBOOK “How to Pitch Your Boss Using Data” Example You Sell Analytics Software
@Jay_zo | #CMWorld 1 3 52 4 Example You Sell Analytics Software
@Jay_zo | #CMWorld 2 41 3 Deck of Relevant Data Example You Sell Analytics Software
@Jay_zo | #CMWorld 1 32 Reporting Template Spreadsheet Example You Sell Analytics Software
@Jay_zo | #CMWorld 21 Best-Practice  Presentation  Deck Example You Sell Analytics Software
@Jay_zo | #CMWorld 21 Example You Sell Analytics Software
@Jay_zo | #CMWorld Solving the Buyer’s ProblemUsefulness Thought Leadership Educational Content Templates & Other Utilities Your Product/ Service On Their Own “Oh, by the way”
@Jay_zo | #CMWorld Example You Sell Analytics Software
@Jay_zo | #CMWorld Assets
@Jay_zo | #CMWorld Workbooks
@Jay_zo | #CMWorld Erik Devaney HubSpot @BardOfBoston Add Text, an Image, or Both “Interactive content can help move people along the buyer’s journey, as it gives them a chance to get ‘hands on’ with your company (without having to pay you anything first).”
@Jay_zo | #CMWorld Video + Email Overlay
@Jay_zo | #CMWorld Video + Email Overlay
@Jay_zo | #CMWorld Add Text, an Image, or Both •  10K views/video (launch) •  4K views/video (longtail) •  200+ leads/week •  85K customers Wistia.com/Learning
@Jay_zo | #CMWorld Add Text, an Image, or Both “Instead of trying to market and sell a product, we’re trying to market and sell a mission: Help people do more with video.” Chris Savage Wistia @csavage
@Jay_zo | #CMWorld Interactive Tools
@Jay_zo | #CMWorld Add Text, an Image, or Both •  #1 most-viewed page •  #2 on Google SERP •  1000+ leads •  Powerful lead nurturing ImpactBnD.com/BlogAbout
@Jay_zo | #CMWorld Add Text, an Image, or Both “I trusted that if the experience was great, we’d get a lot of forms filled voluntary, not by gating. And we did. And I’ve been able to build real relationships with these people.” John Bonini IMPACT @Bonini84
@Jay_zo | #CMWorld Content Communities
@Jay_zo | #CMWorld Add Text, an Image, or Both •  30K registered users •  80K visits/month •  250 job applicants/week Inbound.org
@Jay_zo | #CMWorld Sam Mallikarjunan HubSpot Labs @Mallikarjunan Add Text, an Image, or Both “By helping them hire better, we're creating stickier customers because they do more (and better) inbound marketing.”
@Jay_zo | #CMWorld Templates
@Jay_zo | #CMWorld Templates
@Jay_zo | #CMWorld Add Text, an Image, or Both •  10K views (prev. avg. of 273) •  1100+ downloads (first week) •  SlideShare homepage + PR •  55% subscriber growth ViewFromSeed.com
@Jay_zo | #CMWorld Data 1-Sheeters 11% $326x
@Jay_zo | #CMWorld Add Text, an Image, or Both •  1000+ leads (first week) •  2200+ leads (first month) •  75% visit-to-lead conversion InsightSquared.com/Resources
@Jay_zo | #CMWorld Unsolicited from Buyer Prospect @InsightSquared Add Text, an Image, or Both “I personally think the presentation is spot on: a single page with just the necessary data is exactly what busy business people need. It’s clear and to the point and certainly useful.”
@Jay_zo | #CMWorld Project “X-Rays”
@Jay_zo | #CMWorld Content Offer Blog & Atomize Paid Third Parties Social Email Audience
@Jay_zo | #CMWorld •  Sharing •  Twitter chat •  Influencer mentions •  18 Stats on Social •  Tips & News •  Cheat Sheet •  Infographic •  (many more) Twitter Workbook •  1 email per piece •  Nurturing track •  SlideShare •  Social Media Today •  Jay Baer & Jeff Hoffman •  Outbrain
@Jay_zo | #CMWorld This seems like work...
@Jay_zo | #CMWorld The chef in charge is still
@Jay_zo | #CMWorld have not replaced does not replace
@Jay_zo | #CMWorld For Content MarketingMy Hope
@Jay_zo | #CMWorld Jay Acunzo | @Jay_zo SorryForMarketing.com ViewFromSeed.com

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Content Marketing World 2014 talk - Jay Acunzo

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