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Marketing at the Speed of Content: Keeping Pace in a Content-Driven World

Technology is disrupting the way businesses communicate and interact with customers. Consider this: each day 1,400 new blog articles are post, 277K Tweets are shared and 204M emails are sent. In this crowded digital landscape, companies must find innovative ways to strike the delicate balance of communicating their message and creating content that resonates with their audience. As the speed of content creation continues to increase, how can modern day content marketers keep up with the pace of content and rise above the noise? Topics covered include:
- Defining your content structure and creating a content strategy that wins
- How innovative companies are leveraging distributed teams to keep pace with rising content demands
- 7 best practices for creating results-driven content

About the presenter: Rich Pearson leads the marketing and categories teams at Upwork. Prior to joining Upwork, he led marketing and business development at Posterous through its acquisition by Twitter, and previously held senior marketing positions at Yahoo!, Attributor, Homestead, Segasoft, and Del Monte Foods.

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Marketing at the Speed of Content: Keeping Pace in a Content-Driven World

  1. 1. © 2016 Upwork Inc. Proprietary and confidential. Do not distribute. Marketing at the Speed of Content How to keep pace in a content-driven world Rich Pearson · SVP, Marketing & Categories · @pearsonisms
  2. 2. © 2016 Upwork Inc. Proprietary and confidential. Do not distribute. Winning by changing the rules 2
  3. 3. © 2016 Upwork Inc. Proprietary and confidential. Do not distribute. Content marketing has reached a tipping point 3
  4. 4. © 2016 Upwork Inc. Proprietary and confidential. Do not distribute. Because content marketing works! 4 60% Of people are inspired to seek out content after reading content about it Of B2B buyers increasingly rely on content for purchasing decisions Content marketing produces 3x more leads per dollar than paid search marketing ~70% 3X
  5. 5. © 2016 Upwork Inc. Proprietary and confidential. Do not distribute. Content is being created at record speed 5 ● Email users send 204,000,000 messages ● Blog writers post 1400 new blog posts ● Facebook users share 2,460,000 pieces of content ● Twitter users tweet 277,000 times ● WhatsApp users share 347,222 photos ● Instagram users post 216,000 new photos ● Vine users share 8,333 videos ● Pinterest users pin 3,472 images ● Youtube users upload 72 hours of new video Every minute...
  6. 6. © 2016 Upwork Inc. Proprietary and confidential. Do not distribute. But only 42% say it’s effective 6 Why is that?
  7. 7. © 2016 Upwork Inc. Proprietary and confidential. Do not distribute. How can a marketer keep up with the pace of content? 7
  8. 8. © 2016 Upwork Inc. Proprietary and confidential. Do not distribute. Create your strategic content plan 8 WHO CONTENT DECISION MAKING PURPOSE OF CONTENT END GOAL ● Manager or executive ● Operates based on needs of the corporation ● White paper ● Case study ● Thought leadership article ● Long-form article ● Blog ● Direct response ● Longer sales cycle ● More layers for approval before the final sale is reached ● Builds brand identity ● Establishes trust, value ● Drives leads ● Client or consumer ● Operates based on needs of the individual ● Promotional ● Entertaining ● Engaging ● Direct response ● Social media ● Faster sales cycle ● Usually sole decision maker ● Sparks emotion ● Builds awareness ● Increases trust ● Aims to entertain ● Increase sales and engagement B2BB2C
  9. 9. © 2016 Upwork Inc. Proprietary and confidential. Do not distribute. Define your content structure 9 CONTENT HUB B2C Email SEO e-books How-to’s
  10. 10. © 2016 Upwork Inc. Proprietary and confidential. Do not distribute. Creating great content takes great people 10 Unfortunately, great people are hard to find... 320% More marketers report trouble finding content marketing professionals over last year
  11. 11. © 2016 Upwork Inc. Proprietary and confidential. Do not distribute. Marketing skills on the rise 11 ● Print design — 99% ● Content writing — 43% ● Lead generation — 36% ● Graphic design — 35% ● B2B marketing — 22%
  12. 12. © 2016 Upwork Inc. Proprietary and confidential. Do not distribute. 12 CostSpeed Quality PICK TWO The dilemma we all face
  13. 13. © 2016 Upwork Inc. Proprietary and confidential. Do not distribute. 1313© 2016 Upwork Inc. Proprietary and confidential. Do not distribute. Job openings unfilled after three months Build your own team...in 4+ months
  14. 14. © 2016 Upwork Inc. Proprietary and confidential. Do not distribute. 1414© 2016 Upwork Inc. Proprietary and confidential. Do not distribute. You could hire an agency...
  15. 15. By 2020, nearly half of the U.S. workforce will be freelancing The Freelance talent pool is exploding 53M Freelancers in the U.S. now
  16. 16. © 2015 Upwork Inc. Proprietary and confidential. Do not distribute. Tracy G. Content Strategist Danila V. Content Manager Druv A. Content Producer Firmo S. Writer Leverage a distributed content team
  17. 17. © 2016 Upwork Inc. Proprietary and confidential. Do not distribute. Amy Belleville, Ontario Carey Richmond, VA Brenda Sparks, NV Peter Slovakia Blake Los Angeles Stanislav Kiev, Ukraine Upwork’s own distributed content team
  18. 18. © 2015 Upwork Inc. Proprietary and confidential. Do not distribute. The Situation: A global e-commerce marketplace had a major initiative to boost SEO traffic to their site. To create the content, the marketing team had to source dozens of writers across a wide range of categories and topics—and engage them quickly to meet their ambitious goals. The Solution: Their content marketing team source a team of more than 30 writers to develop in-depth and well- researched, long form content for the site. Results: Developed more than 10,000 articles | 300 articles per quarter 7 days to source more than 30 writers Scaled content created by 5x with freelance writers 18 In just 7 days, I was able to source a team of more than 30 writers to develop long-form content for our site. Content writers: high quality content at scale
  19. 19. © 2015 Upwork Inc. Proprietary and confidential. Do not distribute. The Situation: Global CPG firm was spending over $8MM for an annual program where each division needed to produce a rich media video. The Solution: Formed a team of video production specialists from around the globe with careful consideration to time to results, quality, and cost savings. Results: Delivered equal or better quality on results Cost of $800k (10% of baseline cost) 70%+ savings and 50% reduction in cycle time on 90 videos Turnaround time decreased dramatically 19 It’s amazing, not only did we save money, but the platform’s freelancers raised the bar on the actual quality of the videos as well. Video Production: Delivering quality at the right cost
  20. 20. © 2016 Upwork Inc. Proprietary and confidential. Do not distribute. 2020 Copywriters Designers Photographers Video Popular Skills Avg. Hourly Rates (Avg & Top 1%) Articles & Blogs eBook Writing Graphic Design Infographics Illustrations Web & Print Design Social Media SEO Writing Digital Photography Photo Retouching Image Editing Adobe Photoshop Videography Video Editing $16 | $88 $13 | $64 $12 | $42 $11 | $62 Audio $23 | $76 Voice Talent Audio Production Voice Over Video Production Who is available online?
  21. 21. 1 Just get started. You’ll lose months waiting for the perfect plan. 2 Map your content to each stage of your funnel. 3 Be prolific (within reason) and see where you get traction. 4 It takes 60 days to build your content marketing muscle. 5 Once you hit ~100 posts, spend 30% of your time optimizing old posts. 6 Don’t measure your content marketing team solely on conversion. 7 Your tip here . . . 7 Content Marketing Tips
  22. 22. © 2016 Upwork Inc. Proprietary and confidential. Do not distribute. Thanks! Ask me anything Rich Pearson · SVP, Marketing & Categories · @pearsonisms

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