Speaker Profiles

Brian Massey
The Conversion Scientist™

Author, Your Customer Equation
Founder, Conversion Sciences

bri...
Inspiration

It’s like a broken record
93% of B2B marketers use content marketing but only 62% use webinars. I’ve heard ev...
Industry trends

The emergence of content
• Business decision makers prefer to make decisions based
on articles instead of...
Industry trends

The need to put on yet another hat
“Brands need to think like publishers to build effective content marke...
The million dollar question

Almost scared to ask:

ARE
WE
JUST
GUESSING?
Disaster strikes

The Broken Webinar

http://www.youtube.com/watch?v=PnNWTmtxo2E
Disaster strikes

Awesome
content
http://blog.landerapp.com/lander-academy-brian-massey-rocked-the-house/
Marketers
Must Be
Publishers
Marketers as publishers

How often do you release new
marketing content?
Not that often

10.5%

Quarterly

2.1%

Monthly

...
Marketers as publishers

How often do you update
your blog?
Our blog has been ignored

12.6%

Our blog is updated several
...
Marketers as publishers

Would you rate the following
techniques very or mostly effective?
eBook

57%

Slideshare presenta...
Marketers as publishers

Typical webinar
lead generation
Marketers as publishers

How many hours do you spend
putting together a webinar?
More than 11 hours

16.8%

6 - 10 hours

...
Marketers as publishers

What are the biggest obstacles to
creating content for your business?
Don't Know What to Invest I...
SME Problem
The subject matter
expert problem

Someone in our company does a
slide-based presentation or webinar

Once a y...
Everything you
need is in the
webinar!

The Content Cascade
Lead by example

Webinar:
2,000 leads

Infograph:
3,388 views in one week!
Lead by example

A 30-minute presentation becomes
a lead-generator
Lead by example

Presentation at CMW 2012

This presentation was recorded live. The recording was transcribed using an ine...
Lead by example

Slides + Text from Audio becomes eBook

36 pages optimized for reading on a screen!
Lead by example

Keep the goal in sight
Not much

6.3%

SEO

65.3%

Email Visits

51.6%

Social Visits

51.6%

Phone Calls...
ONE MORE TIME:
Why begin with
webinars?
Summary

Take it back to the beginning
• Marketers must be publishers
• The barriers are time, resources, and availability...
Turn your webinars into an interactive
content marketing library and drive
user engagement.
Conversion
rates

Reduction in...
Is that the smell of a special combo package?
Yes, indeed.

Three months, unlimited use

+

Turn a single webinar from Hub...
Thanks for listening!
The Content Cascade (Webinar Slides)
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The Content Cascade (Webinar Slides)

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Breathe new life into your content marketing campaigns by leveraging your webinar content.

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The Content Cascade (Webinar Slides)

  1. 1. Speaker Profiles Brian Massey The Conversion Scientist™ Author, Your Customer Equation Founder, Conversion Sciences brian@conversionsciences.com http://cascadecontent.com @bmassey Nis Frome Rutgers ’14 // I love reading, writing, and creating. Founder + COO, Hublished VP, RuMAD Co-organizer, NUI Nis.Frome@Hublished.com http://Hublished.com @nisfrome
  2. 2. Inspiration It’s like a broken record 93% of B2B marketers use content marketing but only 62% use webinars. I’ve heard every excuse under the sun… It’s not so much that you can get more out of a webinar as much as a webinar is so much more!
  3. 3. Industry trends The 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 • You’re watching this webinar, aren’t you?
  4. 4. Industry trends The 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. 5. The million dollar question Almost scared to ask: ARE WE JUST GUESSING?
  6. 6. Disaster strikes The Broken Webinar http://www.youtube.com/watch?v=PnNWTmtxo2E
  7. 7. Disaster strikes Awesome content http://blog.landerapp.com/lander-academy-brian-massey-rocked-the-house/
  8. 8. Marketers Must Be Publishers
  9. 9. Marketers as publishers How often do you release new marketing content? Not that often 10.5% Quarterly 2.1% Monthly 69.5% of marketers release marketing content at least weekly 17.9% Weekly 47.4% Daily 22.1% 0% 10% 20% 30% 40% 50%
  10. 10. Marketers as publishers How often do you update your blog? Our blog has been ignored 12.6% Our blog is updated several times a week 55.8% of marketers update their blog at least weekly 21.1% Our blog is updated weekly 34.7% Our blog is updated monthly 20.0% We don't have a blog 11.6% 0% 10% 20% 30% 40%
  11. 11. Marketers as publishers Would you rate the following techniques very or mostly effective? eBook 57% Slideshare presentation 57% Report or whitepaper 57% Podcast Blog posts, short videos, and infographs are rated effective 25% Infograph 60% Short video (2 minutes or less) 74% Long video (30 minutes or more) 23% Blog post 76% 0% 10% 20% 30% 40% 50% 60% 70% 80%
  12. 12. Marketers as publishers Typical webinar lead generation
  13. 13. Marketers as publishers How many hours do you spend putting together a webinar? More than 11 hours 16.8% 6 - 10 hours Almost 70% of marketers that do webinars spend six hours or more on each webinar 22.1% 1 - 5 hours 16.8% We don't do webinars 44.2% 0% 10% 20% 30% 40% 50%
  14. 14. Marketers as publishers What are the biggest obstacles to creating content for your business? Don't Know What to Invest In No List or Social Following Resources and Subject Matter Experts are the challenges Content Performs Poorly SME is too busy Expense Time and Resources 0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
  15. 15. SME Problem The subject matter expert problem Someone in our company does a slide-based presentation or webinar Once 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. 16. Everything you need is in the webinar! The Content Cascade
  17. 17. Lead by example Webinar: 2,000 leads Infograph: 3,388 views in one week!
  18. 18. Lead by example A 30-minute presentation becomes a lead-generator
  19. 19. Lead by example Presentation at CMW 2012 This 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. 20. Lead by example Slides + Text from Audio becomes eBook 36 pages optimized for reading on a screen!
  21. 21. Lead by example Keep the goal in sight Not much 6.3% SEO 65.3% Email Visits 51.6% Social Visits 51.6% Phone Calls 29.5% Sales 36.8% Leads or Subscribers 84.2% 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. 22. ONE MORE TIME: Why begin with webinars?
  23. 23. Summary Take 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 expert’s 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. 24. Turn your webinars into an interactive content marketing library and drive user engagement. Conversion rates Reduction 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. 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 $2,500 Retail value If you sign up by February 28, 2014! http://blog.hublished.com/contentcascade/
  26. 26. Thanks for listening!
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