Jon Lombardo, 3XE Digital Content & Social Media Marketing Conference
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Transcript of Jon Lombardo, 3XE Digital Content & Social Media Marketing Conference
PRODUCING IRRELEVANT CONTENT IS YOUR BIGGEST THREAT
66%44% OF RESPONDENTS WOULD CONSIDER
ENDING A BRAND RELATIONSHIP BECAUSE OF
IRRELEVANT CONTENT, AND AN ADDITIONAL 22%
WOULD DEFINITELY END THE RELATIONSHIP
90%of the buying process
is over before customers reach out
directly.
Source: Forrester, “Buyer Behavior Helps B2B Marketers Guide the Buyer’s Journey,” October
2012
BUYERS DON’T SELF-IDENTIFY EARLY IN THE SALES PROCESS
10pieces of content
are consumed before a purchasing decision
is made.
Source: Zero Moment of Truth Study, Google
RELATIONSHIPS TAKE TIME (AND GREAT CONTENT)
EVEN GREAT CONTENT FAILS TO BUILD RELATIONSHIPS 99% OF THE TIME
5%
Fill out a form*
20% Open emails**
1%
Opportunities captured
*B2B campaign form conversion rates range from 1-5%, Sirius Decisions Benchmark Survey. **Ayaz Nanji, “Email Open and Click-Through Rates: Benchmarks by Vertical,” MarketingProfs, May 13, 2013
WHAT THEY DO
Business OperationsBusiness Owner
CEO/Executive DirectorFounder/Partner
IT/TechnologyMarketing Specialist
Advertising & CommunicationsRetail Locations
SalesSalesperson
325143
116119
208126
222148
208185
HOW SENIOR THEY ARE
CXO
Director
Entry Level
Manager
Owner
Senior Level
Vice President
243
215
389
248
230
464
108
PICK THE RIGHT TOPICS
web marketing
business intelligence
employee engagement
online advertising
cloud computing
Top Trending Topics (January 2014)IT Committee
WRITE COMPELLING ARTICLES
CLOUD COMPUTING• Gartner Identifies the Top 10 Strategic Technology Trends for 2015 : gartner.com• Hewlett-Packard Announces Breakup Plan as Technology Landscape Shifts : nytimes.com
ONLINE ADVERTISING• The cookie is dead. Here’s how Facebook, Google, and Apple are tracking you now :
venturebeat.com• There’s Something Going On In L.A. : techcrunch.com
EMPLOYEE ENGAGEMENT• Here’s Why Good Employees Quit : linkedin.com• 9 Reasons to Quit Your Job As Soon As You Can : linkedin.com
BUSINESS INTELLIGENCE• Gartner's Top 10 Strategic Technology Trends for 2015 : forbes.com• Create a Strategy that Anticipates and Learns : blogs.hbr.org
WEB MARKETING• 5 Trends Your Marketing Team Should Budget For In 2015 - Forbes : forbes.com• Facebook Launches Hyper-Local Ads Targeted To People Within A Mile Of A Business :
techcrunch.com
Example Articles per Trending Topic
BASED ON BUYER BEHAVIOR
Business Operations
Business Operations
CXO
CXO
High Tech Sector Followers
High Tech Sector Followers
Pricing Page vs. Home Page - Correlations
PricingHome
Unaided Brand Awareness (First Mentions)
Significant difference at 90% confidence level.
Net Promoter Score (NPS)
Unaided Brand Awareness (Total Mentions)
Aided Brand Awareness
Brand Favorability (Top 2 box)
Consideration (Top 2 box)
Recommendation (Top 2 box among users)
Ad Recall
Message Association
Overall Audience
Control Exposed
16% 23%
47% 52%
100% 100%
82% 86%
79% 90%
51% 44%
33 26
9% 12%
23% 21%
Attribute: Service
Attribute: Value
Attribute: Quality
87% 91%
75% 73%
92% 91%
In-Market Audience
Control Exposed
11% 28%
47% 53%
100% 100%
77% 88%
81% 89%
44% 38%
26 20
11% 19%
24% 22%
87% 90%
74% 73%
92% 92%
MOVE THE RIGHT NEEDLES
KEY TAKEAWAYS
1. KNOW YOUR AUDIENCE
2. DELIVER THE RIGHT CONTENT TO THE RIGHT PERSON AT THE RIGHT TIME
3. TEST AND LEARN (AND ACTUALLY DO IT)
4. MEASURE, OPTIMIZE, AND INVEST TO PERFORMANCE