1. Speaker ProfilesBrian Massey The Conversion ScientistAuthor, Your Customer Equation Founder, Conversion Sciencesbrian@conversionsciences.com http://cascadecontent.com @bmasseyNis Frome Rutgers 14 // I love reading, writing, and creating. Founder + COO, Hublished VP, RuMAD Co-organizer, NUINis.Frome@Hublished.com http://Hublished.com @nisfrome

2. InspirationIts like a broken record 93% of B2B marketers use content marketing but only 62% use webinars. Ive heard every excuse under the sunIts not so much that you can get more out of a webinar as much as a webinar is so much more! 3. Industry trendsThe emergence of content Business decision makers prefer to make decisions based on articles instead of ads. Content is the key driver of web traffic and is thus the most efficient way to secure qualified leads. Interesting content is a top 3 reason people follow brands on social media Youre watching this webinar, arent you? 4. Industry trendsThe need to put on yet another hat Brands need to think like publishers to build effective content marketing workflows and outcomes, including applying the science of accepted newsroom practices - The Guardian 5. The million dollar questionAlmost scared to ask:ARE WE JUST GUESSING? 6. Disaster strikesThe Broken Webinarhttp://www.youtube.com/watch?v=PnNWTmtxo2E 7. Disaster strikesAwesome content http://blog.landerapp.com/lander-academy-brian-massey-rocked-the-house/ 8. Marketers Must Be Publishers 9. Marketers as publishersHow often do you release new marketing content? Not that often10.5%Quarterly2.1%Monthly69.5% of marketers release marketing content at least weekly17.9%Weekly47.4%Daily22.1% 0%10%20%30%40%50% 10. Marketers as publishersHow often do you update your blog? Our blog has been ignored12.6%Our blog is updated several times a week55.8% of marketers update their blog at least weekly21.1%Our blog is updated weekly34.7%Our blog is updated monthly20.0%We don't have a blog11.6%0%10%20%30%40% 11. Marketers as publishersWould you rate the following techniques very or mostly effective? eBook57%Slideshare presentation57%Report or whitepaper57%PodcastBlog posts, short videos, and infographs are rated effective25%Infograph60%Short video (2 minutes or less)74%Long video (30 minutes or more)23%Blog post76% 0%10% 20% 30% 40% 50% 60% 70% 80% 12. Marketers as publishersTypical webinar lead generation 13. Marketers as publishersHow many hours do you spend putting together a webinar? More than 11 hours16.8%6 - 10 hoursAlmost 70% of marketers that do webinars spend six hours or more on each webinar22.1%1 - 5 hours16.8%We don't do webinars44.2% 0%10%20%30%40%50% 14. Marketers as publishersWhat are the biggest obstacles to creating content for your business? Don't Know What to Invest In No List or Social FollowingResources and Subject Matter Experts are the challengesContent Performs Poorly SME is too busy Expense Time and Resources 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 15. SME Problem The subject matter expert problemSomeone in our company does a slide-based presentation or webinarOnce a year 14.7%Never 23.2%Several times per month 15.8%Every month 14.7%Once a quarter 31.6%n=101 16. Everything you need is in the webinar!The Content Cascade 17. Lead by exampleWebinar: 2,000 leadsInfograph: 3,388 views in one week! 18. Lead by exampleA 30-minute presentation becomes a lead-generator 19. Lead by examplePresentation at CMW 2012This presentation was recorded live. The recording was transcribed using an inexpensive online service. The transcription and presentation slides were edited into an eBook PDF 20. Lead by exampleSlides + Text from Audio becomes eBook36 pages optimized for reading on a screen! 21. Lead by exampleKeep the goal in sight Not much6.3%SEO65.3%Email Visits51.6%Social Visits51.6%Phone Calls29.5%Sales36.8%Leads or Subscribers84.2% 0.0%10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%90.0%The purpose of content is to generates leads and sales. 22. ONE MORE TIME: Why begin with webinars? 23. SummaryTake it back to the beginning Marketers must be publishers The barriers are time, resources, and availability of subject matter experts Webinars capture the subject matter experts knowledge Webinars have all of the necessary ingredients for reports, blog posts, articles, infographics, etc. Webinars offer a shortcut to shareable lead generating content. Utilize them for the Content Cascade. 24. Turn your webinars into an interactive content marketing library and drive user engagement. Conversion ratesReduction in IT costs and setup Extensive customization options HTML5 and Javascript work seamlessly across mobile and web Encodes, stores, and manages playback of recorded webinars Integrates with marketing and sales CRM Timezone conversion, calendar integration, social media integration One-click social registration Pictures are simulated Analytics suite 25. Is that the smell of a special combo package? Yes, indeed.Three months, unlimited use+Turn a single webinar from Hublished into a whitepaper, two blog posts, an infographic, and 10 social media posts$5,000$2,500Retail valueIf you sign up by February 28, 2014!http://blog.hublished.com/contentcascade/ 26. Thanks for listening!