0
The 9 most horrifying
content marketing
misunderstandings
Share your scariest content story, costumes, etc.

#SCARYCONTENT
JAY BAER

CHRIS MOODY

@JAYBAER

@CNMOODY

PRESIDENT
PRES...
CONTENT MARKETING is no longer optional.
FACT: We all create and consume content.
Fact: no company can go without content....
1

If my content is good enough, it will market itself.

@COMPENDIUM

#SCARYCONTENT
THE GROWTH OF

DIGITAL CONTENT
2008 – 1 trillion indexed pages

@COMPENDIUM

#SCARYCONTENT
THE GROWTH OF

DIGITAL CONTENT
2013 – 30 trillion indexed pages

@COMPENDIUM

#SCARYCONTENT
You must Deliver relevant content to the right
person at the right time on the most appropriate
channel.

“Stop Trying To ...
2

My content should only live on my website.

@COMPENDIUM

#SCARYCONTENT
ONLINE SERVICES MOST LIKELY TO INFLUENCE A PURCHASE
RETAIL SITES
BRAND SITES

34%

BLOGS

31.1%

FACEBOOK

30.8%

Groups|f...
Create a hub and spoke model for content.

@COMPENDIUM

#scarycontent
3

My content should be all about my products.

@COMPENDIUM

#SCARYCONTENT
Use content to market sideways.

@COMPENDIUM

#SCARYCONTENT
4

I only need whitepapers and webinars.

@COMPENDIUM

#SCARYCONTENT
3

TYPES
OF CONTENT

High Effort
Traditional Blog & Paid Content

@COMPENDIUM

Medium Effort

Low Effort

Q&A content

User C...
High Effort

Medium Effort

Low Effort

Visits

Visits

Visits

3.8%

11.4%

9.1%

leads

leads

leads

3.65%

5.62%

13.5...
5

Too much content will give away my secrets.

@COMPENDIUM

#SCARYCONTENT
Be the first to share what customers search for.

@COMPENDIUM

#SCARYCONTENT
Be a trusted source of information, no matter what.

@COMPENDIUM

#SCARYCONTENT
6

We don’t have enough people who write.

@COMPENDIUM

#SCARYCONTENT
Does everyone in your company use email?

@COMPENDIUM

#SCARYCONTENT
Quickly polish emails to create new content.

@COMPENDIUM

#SCARYCONTENT
The rules are different in b2b.

@COMPENDIUM

7
#SCARYCONTENT
The rules are different in b2b.

@COMPENDIUM

#SCARYCONTENT
The rules are different in b2b.

@COMPENDIUM

#SCARYCONTENT
B2b differs only in:
•  Tactics (some)
•  Sales Funnel
•  Measurement (some)

@COMPENDIUM

#SCARYCONTENT
8

The home run approach will work for us.

@COMPENDIUM

#SCARYCONTENT
Go for singles: relevant content to a smaller group.

@COMPENDIUM

#SCARYCONTENT
Remember email?
208% HIGHER CONVERSION RATE FOR Targeted
EMAILS OVER BATCH-AND-BLAST

@COMPENDIUM

#SCARYCONTENT
9

Content curation will solve my content problem.

@COMPENDIUM

#SCARYCONTENT
Content curation will solve my content problem.

@COMPENDIUM

#SCARYCONTENT
Q&A

Share your scariest content story, costumes, etc.

#SCARYCONTENT

JAY BAER

CHRIS MOODY

@JAYBAER

@CNMOODY

PRESIDEN...
Brought to you by:

Images

@COMPENDIUM

#SCARYCONTENT
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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.

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

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Transcript of "The 9 Most Horrifying Content Marketing Misunderstandings"

  1. 1. The 9 most horrifying content marketing misunderstandings
  2. 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. 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. 4. 1 If my content is good enough, it will market itself. @COMPENDIUM #SCARYCONTENT
  5. 5. THE GROWTH OF DIGITAL CONTENT 2008 – 1 trillion indexed pages @COMPENDIUM #SCARYCONTENT
  6. 6. THE GROWTH OF DIGITAL CONTENT 2013 – 30 trillion indexed pages @COMPENDIUM #SCARYCONTENT
  7. 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. 8. 2 My content should only live on my website. @COMPENDIUM #SCARYCONTENT
  9. 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. 10. Create a hub and spoke model for content. @COMPENDIUM #scarycontent
  11. 11. 3 My content should be all about my products. @COMPENDIUM #SCARYCONTENT
  12. 12. Use content to market sideways. @COMPENDIUM #SCARYCONTENT
  13. 13. 4 I only need whitepapers and webinars. @COMPENDIUM #SCARYCONTENT
  14. 14. 3 TYPES OF CONTENT High Effort Traditional Blog & Paid Content @COMPENDIUM Medium Effort Low Effort Q&A content User Content (Ugc) #SCARYCONTENT
  15. 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. 16. 5 Too much content will give away my secrets. @COMPENDIUM #SCARYCONTENT
  17. 17. Be the first to share what customers search for. @COMPENDIUM #SCARYCONTENT
  18. 18. Be a trusted source of information, no matter what. @COMPENDIUM #SCARYCONTENT
  19. 19. 6 We don’t have enough people who write. @COMPENDIUM #SCARYCONTENT
  20. 20. Does everyone in your company use email? @COMPENDIUM #SCARYCONTENT
  21. 21. Quickly polish emails to create new content. @COMPENDIUM #SCARYCONTENT
  22. 22. The rules are different in b2b. @COMPENDIUM 7 #SCARYCONTENT
  23. 23. The rules are different in b2b. @COMPENDIUM #SCARYCONTENT
  24. 24. The rules are different in b2b. @COMPENDIUM #SCARYCONTENT
  25. 25. B2b differs only in: •  Tactics (some) •  Sales Funnel •  Measurement (some) @COMPENDIUM #SCARYCONTENT
  26. 26. 8 The home run approach will work for us. @COMPENDIUM #SCARYCONTENT
  27. 27. Go for singles: relevant content to a smaller group. @COMPENDIUM #SCARYCONTENT
  28. 28. Remember email? 208% HIGHER CONVERSION RATE FOR Targeted EMAILS OVER BATCH-AND-BLAST @COMPENDIUM #SCARYCONTENT
  29. 29. 9 Content curation will solve my content problem. @COMPENDIUM #SCARYCONTENT
  30. 30. Content curation will solve my content problem. @COMPENDIUM #SCARYCONTENT
  31. 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. 32. Brought to you by: Images @COMPENDIUM #SCARYCONTENT
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