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  MOODY  IS  HOME  IN  RALEIGH–  NOVEMBER  2014  

LOVE  TO  NC  STATE  ARCHIVE  FOR  IMAGES  

@CNMOODY  

sued  over  a  blog  post:  #1  out  of  14,200,000  pages  

WHAT  IS  PROFITABLE  CONTENT?  WHAT  IS  PROFITABLE  CONTENT?  

HINT:  THIS  REQUIRES  WORKING  WITH  AND  UNDERSTANDING  SALES.  

An  intro  to  Sales  

47%  of  Sales  reps  would  rather  deliver  a  presenta>on  without  their  underwear  than  without  their  tablet  

An  intro  to  Sales  

64%  of  reps  prepare  for  their  mee>ngs  in  the  car  and  44%  prepare  in  the  prospect’s  parking  lot  

An  intro  to  MarkeMng  

88%  of  CMOs  lack  an  integrated  view  of  the  customer  

An  intro  to  MarkeMng  

65%  of  CMOs  can’t  measure  ROI  for  digital  marke>ng  in  2014  

An  intro  to  Sales  and  MarkeMng  

71%  of  reps  receive  materials  from  marke>ng,  but  42%  say  they  aren't  involved  at  all  in  the  development  process  

“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?”  

PROFITABLE  CONTENT  CONVERTS  AND  CREATES  

REVENUE  

PROFITABLE  CONTENT  CONVERTS  AND  CREATES  

REVENUE  HINT:  

THIS  STILL  REQUIRES  WORKING  WITH  SALES.  

THE GROWTH OF DIGITAL CONTENT 2008 – 1 trillion indexed pages

THE GROWTH OF DIGITAL CONTENT 2013 – 30 trillion indexed pages

bit.ly/contentshockbs

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

CREATE CUSTOMER PERSONAS

DEMOGRAPHICS MOTIVATIONS

CHARACTERISTICS GOALS

30 TOPICS X 5 PERSONAS

150 CONTENT ELEMENTS

SALES FUNNEL INQUIRY

CONSIDERATION

AWARENESS

PURCHASE OR LEADS

RETENTION OR SALES

Typical

30 TOPICS X 5 PERSONAS

150 CONTENT ELEMENTS X 5 STAGES OF THE FUNNEL

750 CONTENT ELEMENTS

INFL

UENC

E

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

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

MORE FREQUENT UPDATES and

MORE UNIQUE CONTENT Across Multiple Social Channels

“YOU ARE COMPETING AGAINST YOUR CUSTOMER’S CLOSEST FRIENDS & FAMILY”

Exhibit  A.  

TYPES OF CONTENT 3

High Effort Medium Effort Low Effort TRADITIONAL BLOG AND PAID CONTENT

Q&A CONTENT USER CONTENT (UGC)

Effort Content HIGH 66%

10% 5% 1%

18%

SEARCH DIRECT REFERRAL SOCIAL OTHER

66% FROM SEARCH /

HIGH EFFORT CONTENT

$21 - $2,000

Effort Content MEDIUM 80%

14% 4% 1%

SEARCH DIRECT REFERRAL SOCIAL OTHER

80% FROM SEARCH /

MEDIUM EFFORT CONTENT

1% $10

Effort Content LOW 20% 32%

10% 21%

SEARCH DIRECT REFERRAL SOCIAL OTHER

BEST DISTRIBUTION

OF TRAFFIC / LOW EFFORT

CONTENT 17%

$2

Conversion

Rate

EFFORT CONTENT

HIGH VISITS

LEADS

CUSTOMERS

3.8%

3.65%

SOURCE: COMPENDIUM

CONVERSIONS

Conversion

Rate

EFFORT CONTENT

MEDIUM

CUSTOMERS

11.4%

5.62%

SOURCE: COMPENDIUM

VISITS

LEADS

3.8%

3.65%

CONVERSIONS

Conversion

Rate

VISITS

LEADS

EFFORT CONTENT

LOW

CUSTOMERS

9.1%

13.5%

SOURCE: COMPENDIUM

11.4%

5.62%

3.8%

3.65%

CONVERSIONS

FIVE  WAYS  TO  CREATE  MORE  PROFITABLE  CONTENT  TODAY  

FIVE  WAYS  TO  CREATE  MORE  PROFITABLE  CONTENT  TODAY  

-­‐  1            -­‐  2            -­‐  3            -­‐  4            -­‐  5        

Brainstorm  with  en>re  staff  on  ques>ons  they  hear  every  day    “They  Ask,  You  Answer”  

1  -­‐  1            -­‐  2            -­‐  3            -­‐  4            -­‐  5        

Des  Williams  |  Ligh>ng  &  Landscaping  

Interview  your  colleagues  and  partners  2  -­‐  1            -­‐  2            -­‐  3            -­‐  4            -­‐  5        

Eliminate  the  fear  of  the  blinking  cursor  

Host  your  first    company  Blogathon  3  

-­‐  1            -­‐  2            -­‐  3            -­‐  4            -­‐  5        

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  

Three  steps  to  $500k  to  $1m  impact    in  year  one.  

–  Kirk  Drake,  CEO,  Ongoing  Opera>ons  

Stop  trying  to  hit  homeruns  4  -­‐  1            -­‐  2            -­‐  3            -­‐  4            -­‐  5        

Since  1901,  there  are  only  45  players  with  a  season  with  more  homeruns  than  strikeouts.  

Surround  homeruns  with  tons  of  base  hits.  •  Part  1  -­‐  Featured  Asset  &  Outbound                      Part  2  –  Webcast  PromoMon  

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.  

Turn  your  email  into  content  5  -­‐  1            -­‐  2            -­‐  3            -­‐  4            -­‐  5        

EMAIL  IS  A  SOURCE  OF  CONTENT.  

BLOG  POST  VS.  EMAIL  INBOX  

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  

OUTDOOR RETAIL LEADER SERVING 75 MILLION SPORTSMEN A YEAR

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

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

Offers customer service to aid with stress-free pet relocation

EARN CUSTOMER TRUST, PROVIDE CONTENT TO AID DECISION MAKING, SHARE CUSTOMER EXPERIENCES CHALLENGES

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%

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

bit.ly/scaryebook  

STUCK  AND  NEED  HELP?  

YES,  THAT  IS  MY  SON  STUCK  UNDER  HIS  LITTLE  TIKES  FIRE  TRUCK.    

EMAIL:    HELPMECHRISMOODY  @GMAIL.COM    THE  TWITTER:  @CNMOODY