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The Power of Content Marketing at High Five Conference 2015

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Chris Moody's presentation about The Power of Content Marketing and Creating More Profitable Content at High Five Conference 2015 in Raleigh, NC.

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The Power of Content Marketing at High Five Conference 2015

  1. 1. THE  POWER  OF  CONTENT  MARKETING     AND  CREATING  MORE  PROFITABLE  CONTENT   THE  POWER  OF  CONTENT  MARKETING     AND  CREATING  MORE  PROFITABLE  CONTENT   CHRIS  MOODY  /  ORACLE  MARKETING  CLOUD   HIGH  FIVE  CONFERENCE  –  FEBRUARY  2015    
  2. 2. @CNMOODY  
  3. 3. 9  
  4. 4. 4  
  5. 5. 0  
  6. 6. sued  over  a  blog  post:  #1  out  of  14,200,000  pages  
  7. 7. WHAT  IS  PROFITABLE  CONTENT?  WHAT  IS  PROFITABLE  CONTENT?   HINT:   THIS  REQUIRES  WORKING  WITH  AND  UNDERSTANDING  SALES.  
  8. 8. An  intro  to  Sales   47%  of  Sales  reps  would  rather  deliver  a   presenta>on  without  their  underwear  than   without  their  tablet  
  9. 9. An  intro  to  Sales   64%  of  reps  prepare  for  their  mee>ngs  in  the   car  and  44%  prepare  in  the  prospect’s  parking   lot  
  10. 10. An  intro  to  MarkeOng   88%  of  CMOs  lack  an  integrated  view  of  the   customer  
  11. 11. An  intro  to  MarkeOng   65%  of  CMOs  can’t  measure  ROI  for  digital   marke>ng  in  2014  
  12. 12. An  intro  to  Sales  and  MarkeOng   71%  of  reps  receive  materials  from  marke>ng,   but  42%  say  they  aren't  involved  at  all  in  the   development  process  
  13. 13. “I  never  blame  myself  when  I'm   not  hiNng.  I  just  blame  the  bat  and   if  it  keeps  up,  I  change  bats.  ARer   all,  if  I  know  it  isn't  my  fault  that   I'm  not  hiNng,  how  can  I  get  mad   at  myself?”  
  14. 14. PROFITABLE  CONTENT   CONVERTS  AND  CREATES   REVENUE   PROFITABLE  CONTENT   CONVERTS  AND  CREATES   REVENUE   HINT:   THIS  STILL  REQUIRES  WORKING  WITH  SALES.  
  15. 15. THE GROWTH OF DIGITAL CONTENT 2008 – 1 trillion indexed pages
  16. 16. THE GROWTH OF DIGITAL CONTENT 2013 – 30 trillion indexed pages
  17. 17. bit.ly/contentshockbs
  18. 18. 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
  19. 19. CREATE CUSTOMER PERSONAS DEMOGRAPHICS MOTIVATIONS CHARACTERISTICS GOALS
  20. 20. 30 TOPICS X 5 PERSONAS 150 CONTENT ELEMENTS
  21. 21. SALES FUNNEL INQUIRY CONSIDERATION AWARENESS PURCHASE OR LEADS RETENTION OR SALES Typical
  22. 22. 30 TOPICS X 5 PERSONAS 150 CONTENT ELEMENTS X 5 STAGES OF THE FUNNEL 750 CONTENT ELEMENTS
  23. 23. INFLUENCE 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
  24. 24. 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
  25. 25. MORE FREQUENT UPDATES and MORE UNIQUE CONTENT Across Multiple Social Channels “YOU ARE COMPETING AGAINST YOUR CUSTOMER’S CLOSEST FRIENDS & FAMILY”
  26. 26. Exhibit  A.  
  27. 27. TYPES OF CONTENT3 High Effort Medium Effort Low Effort TRADITIONAL BLOG AND PAID CONTENT Q&A CONTENT USER CONTENT (UGC)
  28. 28. Effort Content HIGH 66% 10% 5% 1% 18% SEARCH DIRECT REFERRAL SOCIAL OTHER 66% FROM SEARCH / HIGH EFFORT CONTENT $21 - $2,000
  29. 29. Effort Content MEDIUM 80% 14% 4% 1% SEARCH DIRECT REFERRAL SOCIAL OTHER 80% FROM SEARCH / MEDIUM EFFORT CONTENT 1%$10
  30. 30. Effort Content LOW 20% 32% 10% 21% SEARCH DIRECT REFERRAL SOCIAL OTHER BEST DISTRIBUTION OF TRAFFIC / LOW EFFORT CONTENT 17% $2
  31. 31. Conversion Rate EFFORT CONTENT HIGH VISITS LEADS CUSTOMERS 3.8% 3.65% SOURCE: COMPENDIUM CONVERSIONS
  32. 32. Conversion Rate EFFORT CONTENT MEDIUM CUSTOMERS 11.4% 5.62% SOURCE: COMPENDIUM VISITS LEADS 3.8% 3.65% CONVERSIONS
  33. 33. Conversion Rate VISITS LEADS EFFORT CONTENT LOW CUSTOMERS 9.1% 13.5% SOURCE: COMPENDIUM 11.4% 5.62% 3.8% 3.65% CONVERSIONS
  34. 34. FIVE  WAYS  TO  CREATE  MORE  PROFITABLE   CONTENT  TODAY   FIVE  WAYS  TO  CREATE  MORE  PROFITABLE   CONTENT  TODAY   -­‐  1             -­‐  2             -­‐  3             -­‐  4             -­‐  5        
  35. 35. Brainstorm  with  en>re  staff  on   ques>ons  they  hear  every  day     “They  Ask,  You  Answer”   1   -­‐  1             -­‐  2             -­‐  3             -­‐  4             -­‐  5        
  36. 36. Des  Williams  |  Ligh>ng  &  Landscaping  
  37. 37. Interview  your  colleagues  and  partners   2   -­‐  1             -­‐  2             -­‐  3             -­‐  4             -­‐  5        
  38. 38. Eliminate  the  fear  of  the  blinking  cursor  
  39. 39. Host  your  first     company  Blogathon   3   -­‐  1             -­‐  2             -­‐  3             -­‐  4             -­‐  5        
  40. 40. 1.  Brainstorm  every  ques>on   2.  Assign  to  employees  +  90  mins/day   3.  4.5  hours  each  over  3  days       =  100+  blog  posts   –  Kirk  Drake,  CEO,  Ongoing  Opera>ons  
  41. 41. Three  steps  to  $500k  to  $1m  impact     in  year  one.   –  Kirk  Drake,  CEO,  Ongoing  Opera>ons  
  42. 42. Stop  trying  to  hit  homeruns   4   -­‐  1             -­‐  2             -­‐  3             -­‐  4             -­‐  5        
  43. 43. Since  1901,  there  are  only   45  players  with  a  season   with  more  homeruns  than   strikeouts.  
  44. 44. Surround  homeruns  with  tons  of  base  hits.   •  Part  1  -­‐  Featured  Asset  &  Outbound                      Part  2  –  Webcast  PromoOon   OUTBOUND:  Email  and  Landing   Page  featuring  the  new  essen>als   program  and  the  eBook.   Responsive  design.   FEATURED  ASSET:  First  of  a  series  of   meaty  guides,  this  ebook  features   discussion  and  best  prac>ces  around   content  marke>ng.  
  45. 45. Turn  your  email  into  content   5   -­‐  1             -­‐  2             -­‐  3             -­‐  4             -­‐  5        
  46. 46. EMAIL  IS  A   SOURCE  OF   CONTENT.  
  47. 47. BLOG  POST   VS.   EMAIL  INBOX  
  48. 48. RECAP:  Five  ways  to  create  more  profitable  content  today   1.  Brainstorm  with  staff   2.  Interview  your  colleagues   3.  Have  a  Blogathon   4.  Stop  trying  to  hit  homeruns   5.  Turn  your  email  into  content  
  49. 49. OUTDOOR RETAIL LEADER SERVING 75 MILLION SPORTSMEN A YEAR
  50. 50. TO INCREASE LEADS, PERFORMANCE OF ADS, AND CONTENT. ALSO TO MANAGE CREATION, WORKFLOW, PROMOTION, AND DISTRIBUTION OF CONTENT CHALLENGE Deepening customer relationships in stores, creating relevant content, sharing expertise
  51. 51. RESULTS Website visitors tripled, click through rates increased by 15% Customers look to Bass as a content resource, increasing loyalty and engagement Created a central hub for Bass’s marketing team
  52. 52. Offers customer service to aid with stress-free pet relocation
  53. 53. EARN CUSTOMER TRUST, PROVIDE CONTENT TO AID DECISION MAKING, SHARE CUSTOMER EXPERIENCES CHALLENGES
  54. 54. RESULTS increase in customer lifetime value for customers who read user stories before purchase of leads who view customer stories convert to customers of traffic on Q&A section of website is driven by search, gathering and strategically using thousands of pieces of user-generated content each year 4X 13.5% 80%
  55. 55. 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 CONTENT DRIVES REVENUE
  56. 56. STUCK  AND  NEED  HELP?   YES,  THAT  IS  MY  SON  STUCK  UNDER  HIS  LITTLE  TIKES  FIRE  TRUCK.     EMAIL:     HELPMECHRISMOODY   @GMAIL.COM     THE  TWITTER:   @CNMOODY  

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