SIMPLE WAYS TO MASSIVELY
INCREASE YOUR CONTENT
Ideas for managing high-volume content
Across today’s most important channe...
Agenda:
1.  Your content crisis
2.  Solving it
① 
② 
③ 
④ 
⑤ 

@Compendium

Plan
Produce
Publish
Promote
Prove

#MBO13
“Marketing needs to de-emphasize tasks like
‘Thought Leadership’ and White Papers and
focus more on advanced activities…
–...
THE GROWTH OF

DIGITAL CONTENT
2008 – 1 trillion indexed pages

@Compendium

#MBO13
THE GROWTH OF

DIGITAL CONTENT
2013 – 30 trillion indexed pages

@Compendium

#MBO13
SUPPOSE YOU ARE
AN INSURANCE COMPANY
Can you think of the top 30 Topics
prospects and customers might be
interested in?

@...
Create customer personas
Demographics
Motivations
Characteristics
goals
@Compendium

#MBO13
Create customer personas
User Category: Fishing Enthusiast
Age: 40
Race: Caucasian
Education: Associate Degree
Employment:...
30 TOPICS
X 5 Personas
150 CONTENT ELEMENTS
@Compendium

#MBO13
AWARENESS
Typical

SALES FUNNEL

CONSIDERATION
INQUIRY
PURCHASE OR LEADS
RETENTION OR SALES

@Compendium

#MBO13
30 TOPICS
X 5 Personas
150 CONTENT ELEMENTS
x 5 stages of the funnel
750 CONTENT ELEMENTS
@Compendium

#MBO13
@Compendium

#MBO13
ONLINE SERVICES MOST LIKELY TO INFLUENCE A PURCHASE

@Compendium

RETAIL SITES
BRAND SITES
BLOGS
FACEBOOK
GROUPS / FORUMS
...
4 UPDATES / DAY X 365 DAYS = 1460 UNIQUE POSTS PER YEAR…AT LEAST

MORE FREQUENT UPDATES
and
MORE UNIQUE CONTENT
Across Mul...
Sounds like a crisis!
Don’t sweat it.
@Compendium

#contentisdata
Plan:
Plan your content.
Pull in your audience.
@Compendium

#contentisdata
3

TYPES
OF CONTENT

High Effort

Medium Effort

Low Effort

Traditional Blog and Paid Content

Q&A content

User Content (Ug...
HIGH

Effort Content

66%

66% from
Search /
High Effort
Content

10%

5%

$21 -$2,000

@Compendium

SEARCH

DIRECT

REFERR...
MEDIUM

Effort Content

80%

80% from
Search /
Medium Effort
Content
14%

4%

$10

1%

1%

SOCIAL

OTHER

s	
  

@Compendiu...
LOW
Best
Distribution of
Traffic /
Low Effort
Content 20%

Effort Content

32%
21%
17%

10%
$2

@Compendium

SEARCH

DIRECT...
HIGH

EFFORT
CONTENT

VISITS
Conversion

3.8%
LEADS

Rate

3.65%
CUSTOMERS

@Compendium

#MBO13
MEDIUM

EFFORT
CONTENT

VISITS
Conversion

11.4%
LEADS

Rate

5.62%
CUSTOMERS

@Compendium

Source: compendium

#MBO13
LOW

EFFORT
CONTENT

VISITS
Conversion

9.1%
LEADS

Rate

13.5%
CUSTOMERS

@Compendium

Source: compendium

#MBO13
Produce:

Create.
Curate.
Collect.
Collaborate.
@Compendium

#MBO13
@Compendium

#MBO13
@Compendium

#MBO13
HEAD

THE LONG TAIL

HIGH
@Compendium

MEDIUM

LOW
#MBO13
EMAIL MARKETING:
208% HIGHER CONVERSION RATE FOR
Targeted EMAILS OVER BATCH-AND-BLAST
@Compendium

#MBO13
Weekly targeted
emails with a
customer story
for a specific
age / class

@Compendium
@Compendium

#CMworld
#MBO13
10-12%
35-45%

Open rate of
Average click through rate
	
  

“These results are higher than anything
we have seen before a...
Localized,
user generated
content

@Compendium

#MBO13
15%

@Compendium

CLICK
THROUGH
RATE
#MBO13
Employee
generated
content

@Compendium

#MBO13
9000
325%
@Compendium

Content elements
created
Increase in Sales
ready leads

#MBO13
Cvent wins
best overall
corporate
blog
@Compendium

#MBO13
Student
generated
content

@Compendium

#MBO13
1200
61%
@Compendium

Content elements
created per year
First time visitors

#MBO13
Email
sourced
content

@Compendium

#MBO13
Email
sourced
content

@Compendium

#MBO13
PUBLISH & PROMOTE:
It’s Worthless until
someone reads it.
@Compendium

#MBO13
@Compendium

#MBO13
@Compendium

#MBO13
SEARCHABLE
CONTENT

@Compendium

#MBO13
Social:
linkedin

@Compendium

#MBO13
Social:
twitter

@Compendium

#MBO13
Social:
facebook

@Compendium

#MBO13
Landing
pages

@Compendium

#MBO13
Targeted
email

@Compendium

#MBO13
PROVE:
KEEP YOUR CONVERSATION AND
GOALS ALIGNED
@Compendium

#MBO13
“THE NEXT BIG THING IN OUR
INDUSTRY IS GOING TO BE
intelligent

1:1 MARKETING”
@Compendium

-Lisa Arthur, Forbes

#MBO13
QUESTIONS?
@CSTOBBS
#MBO13
@Compendium

#MBO13
Thanks

For your time

@Compendium

#MBO13
Solving Your Content Crises:  Compendium #MBO13 Presentation
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Solving Your Content Crises: Compendium #MBO13 Presentation

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A presentation on how to generate massive amounts of content to fuel an effective content marketing strategy.

Published in: Business, Economy & Finance
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  • We will need headshot of Ana Lapter
  • Channels of distibution. Right person, right time, right channel. You need content for each and people make purchase decisions all over the place so you need to be in ALL of these places. So, multiple all of the content by channel.
  • Employee generated content as a b2b example. It is low effort contnet form employees.
  • Got all of this content, now you need to organize and and think about where to deploy. Collecting blog posts, stories, articles and now you need a plan. 1. Editorial calendar.
  • Content is data. Deliver the the 1:1 message….the other “one” is the content. If you don’t have the content to give them, you’re still not delivering the 1:1.
  • Solving Your Content Crises: Compendium #MBO13 Presentation

    1. 1. SIMPLE WAYS TO MASSIVELY INCREASE YOUR CONTENT Ideas for managing high-volume content Across today’s most important channels @Compendium #MBO13
    2. 2. Agenda: 1.  Your content crisis 2.  Solving it ①  ②  ③  ④  ⑤  @Compendium Plan Produce Publish Promote Prove #MBO13
    3. 3. “Marketing needs to de-emphasize tasks like ‘Thought Leadership’ and White Papers and focus more on advanced activities… – Ana Lapter, Corporate Executive Board “Stop Trying To Be Amazing” – Jay Baer @Compendium #MBO13
    4. 4. THE GROWTH OF DIGITAL CONTENT 2008 – 1 trillion indexed pages @Compendium #MBO13
    5. 5. THE GROWTH OF DIGITAL CONTENT 2013 – 30 trillion indexed pages @Compendium #MBO13
    6. 6. SUPPOSE YOU ARE AN INSURANCE COMPANY Can you think of the top 30 Topics prospects and customers might be interested in? @Compendium 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 #MBO13
    7. 7. Create customer personas Demographics Motivations Characteristics goals @Compendium #MBO13
    8. 8. Create customer personas User Category: Fishing Enthusiast Age: 40 Race: Caucasian Education: Associate Degree Employment: Full Time Household Income: $75,000 Family: Husband, three children (2 boys and 1 girl) Lucy Anderson! “I’ve been fishing since I was a little girl. My dad used to take me out on the weekends. He showed me how to bait, catch, clean and cook all variety of fish. Now I’m passing on the love of this activity to my two little boys and daughter.” @Compendium BEHAVIORS & CULTURE Conservative values Family focused Health-minded Outdoorsy Fun-loving CHALLENGES Making time for her favorite pastimes Having enough money to send her kids to college Balancing work and life SAMPLE SEARCH QUERIES Best fishing spots in North America Family fishing destinations Fish recipes FEARS Not enough time for family Inability to send kids to college Global warming MOTIVATIONS Happy, healthy family Active living Sufficient free time NEEDS & EXPECTATIONS Intuitive products Desire for work-life balance Prioritization of family time #MBO13
    9. 9. 30 TOPICS X 5 Personas 150 CONTENT ELEMENTS @Compendium #MBO13
    10. 10. AWARENESS Typical SALES FUNNEL CONSIDERATION INQUIRY PURCHASE OR LEADS RETENTION OR SALES @Compendium #MBO13
    11. 11. 30 TOPICS X 5 Personas 150 CONTENT ELEMENTS x 5 stages of the funnel 750 CONTENT ELEMENTS @Compendium #MBO13
    12. 12. @Compendium #MBO13
    13. 13. ONLINE SERVICES MOST LIKELY TO INFLUENCE A PURCHASE @Compendium RETAIL SITES BRAND SITES BLOGS FACEBOOK GROUPS / FORUMS YOUTUBE LINKEDIN GOOGLE+ ONLINE MAGAZINES PINTEREST TWITTER NEWS SITES INSTAGRAM 56% 34% 31.1% 30.8% 28% 27% 27% 20% 20% 12% 8% 7% 3% Source: Technorati #MBO13
    14. 14. 4 UPDATES / DAY X 365 DAYS = 1460 UNIQUE POSTS PER YEAR…AT LEAST MORE FREQUENT UPDATES and MORE UNIQUE CONTENT Across Multiple Social Channels “You are competing against your customer’s closest friends & family” @Compendium #MBO13
    15. 15. Sounds like a crisis! Don’t sweat it. @Compendium #contentisdata
    16. 16. Plan: Plan your content. Pull in your audience. @Compendium #contentisdata
    17. 17. 3 TYPES OF CONTENT High Effort Medium Effort Low Effort Traditional Blog and Paid Content Q&A content User Content (Ugc) $21 $2,000 $10 $2 @Compendium #contentisdata
    18. 18. HIGH Effort Content 66% 66% from Search / High Effort Content 10% 5% $21 -$2,000 @Compendium SEARCH DIRECT REFERRAL 18% 1% SOCIAL OTHER #MBO13
    19. 19. MEDIUM Effort Content 80% 80% from Search / Medium Effort Content 14% 4% $10 1% 1% SOCIAL OTHER s   @Compendium SEARCH DIRECT REFERRAL #MBO13
    20. 20. LOW Best Distribution of Traffic / Low Effort Content 20% Effort Content 32% 21% 17% 10% $2 @Compendium SEARCH DIRECT REFERRAL SOCIAL OTHER #MBO13
    21. 21. HIGH EFFORT CONTENT VISITS Conversion 3.8% LEADS Rate 3.65% CUSTOMERS @Compendium #MBO13
    22. 22. MEDIUM EFFORT CONTENT VISITS Conversion 11.4% LEADS Rate 5.62% CUSTOMERS @Compendium Source: compendium #MBO13
    23. 23. LOW EFFORT CONTENT VISITS Conversion 9.1% LEADS Rate 13.5% CUSTOMERS @Compendium Source: compendium #MBO13
    24. 24. Produce: Create. Curate. Collect. Collaborate. @Compendium #MBO13
    25. 25. @Compendium #MBO13
    26. 26. @Compendium #MBO13
    27. 27. HEAD THE LONG TAIL HIGH @Compendium MEDIUM LOW #MBO13
    28. 28. EMAIL MARKETING: 208% HIGHER CONVERSION RATE FOR Targeted EMAILS OVER BATCH-AND-BLAST @Compendium #MBO13
    29. 29. Weekly targeted emails with a customer story for a specific age / class @Compendium @Compendium #CMworld #MBO13
    30. 30. 10-12% 35-45% Open rate of Average click through rate   “These results are higher than anything we have seen before at Gymboree Play & Music.” @Compendium   #MBO13
    31. 31. Localized, user generated content @Compendium #MBO13
    32. 32. 15% @Compendium CLICK THROUGH RATE #MBO13
    33. 33. Employee generated content @Compendium #MBO13
    34. 34. 9000 325% @Compendium Content elements created Increase in Sales ready leads #MBO13
    35. 35. Cvent wins best overall corporate blog @Compendium #MBO13
    36. 36. Student generated content @Compendium #MBO13
    37. 37. 1200 61% @Compendium Content elements created per year First time visitors #MBO13
    38. 38. Email sourced content @Compendium #MBO13
    39. 39. Email sourced content @Compendium #MBO13
    40. 40. PUBLISH & PROMOTE: It’s Worthless until someone reads it. @Compendium #MBO13
    41. 41. @Compendium #MBO13
    42. 42. @Compendium #MBO13
    43. 43. SEARCHABLE CONTENT @Compendium #MBO13
    44. 44. Social: linkedin @Compendium #MBO13
    45. 45. Social: twitter @Compendium #MBO13
    46. 46. Social: facebook @Compendium #MBO13
    47. 47. Landing pages @Compendium #MBO13
    48. 48. Targeted email @Compendium #MBO13
    49. 49. PROVE: KEEP YOUR CONVERSATION AND GOALS ALIGNED @Compendium #MBO13
    50. 50. “THE NEXT BIG THING IN OUR INDUSTRY IS GOING TO BE intelligent 1:1 MARKETING” @Compendium -Lisa Arthur, Forbes #MBO13
    51. 51. QUESTIONS? @CSTOBBS #MBO13 @Compendium #MBO13
    52. 52. Thanks For your time @Compendium #MBO13
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