The 9 Most Horrifying Content Marketing Misunderstandings

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Jay Baer and Chris Moody dive into the 9 most horrifying misunderstandings about content marketing. Learn how to avoid being in a similar scary situation. …

Jay Baer and Chris Moody dive into the 9 most horrifying misunderstandings about content marketing. Learn how to avoid being in a similar scary situation.

Watch the webinar replay here: http://youtu.be/PCk99xWMVvQ

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  • 1. The 9 most horrifying content marketing misunderstandings
  • 2. Share your scariest content story, costumes, etc. #SCARYCONTENT JAY BAER CHRIS MOODY @JAYBAER @CNMOODY PRESIDENT PRESIDENT CONVINCE & CONVERT CONVINCE & CONVERT VP MARKETING VP MARKETING COMPENDIUM COMPENDIUM
  • 3. CONTENT MARKETING is no longer optional. FACT: We all create and consume content. Fact: no company can go without content. However, there are many misunderstandings... @COMPENDIUM #SCARYCONTENT
  • 4. 1 If my content is good enough, it will market itself. @COMPENDIUM #SCARYCONTENT
  • 5. THE GROWTH OF DIGITAL CONTENT 2008 – 1 trillion indexed pages @COMPENDIUM #SCARYCONTENT
  • 6. THE GROWTH OF DIGITAL CONTENT 2013 – 30 trillion indexed pages @COMPENDIUM #SCARYCONTENT
  • 7. You must Deliver relevant content to the right person at the right time on the most appropriate channel. “Stop Trying To Be Amazing” @COMPENDIUM #SCARYCONTENT
  • 8. 2 My content should only live on my website. @COMPENDIUM #SCARYCONTENT
  • 9. ONLINE SERVICES MOST LIKELY TO INFLUENCE A PURCHASE RETAIL SITES BRAND SITES 34% BLOGS 31.1% FACEBOOK 30.8% Groups|forum 28% YOUTUBE 27% LINKEDIN 27% GOOGLE+ 20% Web magazine 20% PINTEREST 12% TWITTER 8% NEWS SITES 7% INSTAGRAM @COMPENDIUM 56% 3% Source: Technorati #SCARYCONTENT
  • 10. Create a hub and spoke model for content. @COMPENDIUM #scarycontent
  • 11. 3 My content should be all about my products. @COMPENDIUM #SCARYCONTENT
  • 12. Use content to market sideways. @COMPENDIUM #SCARYCONTENT
  • 13. 4 I only need whitepapers and webinars. @COMPENDIUM #SCARYCONTENT
  • 14. 3 TYPES OF CONTENT High Effort Traditional Blog & Paid Content @COMPENDIUM Medium Effort Low Effort Q&A content User Content (Ugc) #SCARYCONTENT
  • 15. High Effort Medium Effort Low Effort Visits Visits Visits 3.8% 11.4% 9.1% leads leads leads 3.65% 5.62% 13.5% customers customers customers @COMPENDIUM #SCARYCONTENT
  • 16. 5 Too much content will give away my secrets. @COMPENDIUM #SCARYCONTENT
  • 17. Be the first to share what customers search for. @COMPENDIUM #SCARYCONTENT
  • 18. Be a trusted source of information, no matter what. @COMPENDIUM #SCARYCONTENT
  • 19. 6 We don’t have enough people who write. @COMPENDIUM #SCARYCONTENT
  • 20. Does everyone in your company use email? @COMPENDIUM #SCARYCONTENT
  • 21. Quickly polish emails to create new content. @COMPENDIUM #SCARYCONTENT
  • 22. The rules are different in b2b. @COMPENDIUM 7 #SCARYCONTENT
  • 23. The rules are different in b2b. @COMPENDIUM #SCARYCONTENT
  • 24. The rules are different in b2b. @COMPENDIUM #SCARYCONTENT
  • 25. B2b differs only in: •  Tactics (some) •  Sales Funnel •  Measurement (some) @COMPENDIUM #SCARYCONTENT
  • 26. 8 The home run approach will work for us. @COMPENDIUM #SCARYCONTENT
  • 27. Go for singles: relevant content to a smaller group. @COMPENDIUM #SCARYCONTENT
  • 28. Remember email? 208% HIGHER CONVERSION RATE FOR Targeted EMAILS OVER BATCH-AND-BLAST @COMPENDIUM #SCARYCONTENT
  • 29. 9 Content curation will solve my content problem. @COMPENDIUM #SCARYCONTENT
  • 30. Content curation will solve my content problem. @COMPENDIUM #SCARYCONTENT
  • 31. Q&A Share your scariest content story, costumes, etc. #SCARYCONTENT JAY BAER CHRIS MOODY @JAYBAER @CNMOODY PRESIDENT PRESIDENT CONVINCE & CONVERT CONVINCE & CONVERT VP MARKETING VP MARKETING COMPENDIUM COMPENDIUM
  • 32. Brought to you by: Images @COMPENDIUM #SCARYCONTENT