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James Paden -Enterprise Content Marketing by the Numbers
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James Paden -Enterprise Content Marketing by the Numbers

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Go Inbound Marketing 2013 - James Paden, Vice President of Product at Compendium, uses data and research from 300+ clients to to break down content marketing successes and failures.

Go Inbound Marketing 2013 - James Paden, Vice President of Product at Compendium, uses data and research from 300+ clients to to break down content marketing successes and failures.

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  • Where my data comes from, my role and why the data is important/relevant
  • Chris’ Book, Email Marketing by the numbersHow Much Content You’ll NeedWhat Kind of Content You’ll NeedHow Some of our Clients are Generating Content

James Paden -Enterprise Content Marketing by the Numbers James Paden -Enterprise Content Marketing by the Numbers Presentation Transcript

  • CONTENT MARKETINGBY THE NUMBERSIdeas for Managing High-Volume ContentAcross Today’s Most Important ChannelsENTERPRISE@JamesPaden#GoInboundMktg
  • Compendium?Content Marketing PlatformOver 300 clients:
  • is all the marketing that is left.CONTENTMARKETING– SETH GODINBEST-SELLING AUTHOR
  • IMAGINE…YOU’RE A SPORTS FISHING RETAILER@JamesPaden#GoInboundMktg
  • 30 Topics of Interest1. 35 fishing tips2. We share the best bait for fishing3. Reel ’em in with the best fishing lure4. Fishing jigs: Experts pick the best5. How to read fishing reports6. Charter fishing trips for all skill levels7. Saltwater fishing: Everything you need to know8. Freshwater fishing: Tips for every skill level9. Fly-fishing for beginners10. Learn to fly-fish: the 7 things you need to know11. Fly-casting like a pro12. Fly-fishing videos for fishers of every level13. Fly-fishing magazine: why you need a subscription14. Fly-fishing gear: Everything you need15. Fly rods: What to look for16. Fly-fishing and fly-tying: expert tips17. Fly-fishing for trout18. Fly-fishing in Montana19. Fly-fishing Colorado20. Fly-fishing Canada21. Fly-fishing Scotland22. Fly-fishing guides: hiring the best23. Bass fishing tips24. Pike fishing tips25. Northern pike fishing tips26. Tips for catching catfish27. How to catch salmon28. How to catch crappie29. Prepare fish for cooking30. Fish recipes: Cooking your catch
  • OUT OF THE GATE:30 CONTENT ELEMENTS
  • PersonasBud White: A 60-something guy who hasfished all his life and loves nothing more thanheading to a lake, a river or an ocean onvacation to fish the days away.James and Joey Langston: Father andson who love spending quality time togetherenjoying this leisurely sport.Wade Smith: A weekend warrior who enjoysall manner of outdoor sports with hisfriends—including fishing.Lucy Anderson: One of 17 million licensedfemale anglers in the U.S.The Fisher Family: A close-knit clan that’spassionate about camping, hiking, fishing andexploring the great outdoors.
  • 30storiesx5personas150content elements
  • Sales FunnelAwarenessInquiryPurchaseRetentionConsideration@JamesPaden#GoInboundMktg
  • 750content elements30storiesx5personas150content elementsX5stages of the funnel
  • And Then There’s Facebook…1,460 unique postsper year(at least)X365 days per year4 updates per day@JamesPaden#GoInboundMktg
  • WHATCONTENT DO I NEED?
  • Content with images get almostthe traffic received by content without imagesImages@JamesPaden#GoInboundMktg
  • Content with YouTube videos get overthe traffic received by content without videosImages@JamesPaden#GoInboundMktg
  • Content with a list get almostthe traffic received by content without listsLists@JamesPaden#GoInboundMktg
  • Content with a number in the title getthe traffic received by content without numbersTitles@JamesPaden#GoInboundMktg
  • <10 10-19 20-29 30-39 40-49 50-59 60-69 70-79 80-89 90+Average Traffic By Title Length
  • < 100 100-199 200-299 300-399 400-499 500-599 600-699 700-799 800+Average Traffic By Content Length
  • < 4 4-9 10-19 20+Average Traffic By Number of Authors
  • of content is edited prior toapproval by an administratorManagement@JamesPaden#GoInboundMktg
  • CRISISBUT … DON’T SWEAT ITSOUNDS LIKE A CONTENT
  • Indiana University
  • Indiana University• 50-100 student contributors (varies persemester)• 1,200 content pieces a year• 2,500 integrated social promotions• 200 visits per day, 66% new visitors• 2.5 pageviews and 3 minutes per visit• Management is only one hour per day• Top social content was shared 1,100 times
  • Cvent
  • Cvent• 4 uniquely-targeted content hubs• 50+ writers• 8 editors, average 1.5 hours of management• 2,000 content pieces a year• 12 monthly email campaigns + social campaigns• Content-based nurturing led to 325% SQLincrease• $1 million in projected ad revenue for 2013
  • Bass Pro Shops
  • Bass Pro Shops• 200 contributors across 58 stores• 2000 content pieces a year• Almost 1 million visitors in 2012• 15% click-through-to-store average• Email campaign automation planned@JamesPaden#GoInboundMktg
  • DON’T FREAK OUTHERE’S HOW TO DO IT
  • PLAN.• Separate planning• Create topic modals• Create personas• Create calendar• Define a workflow@JamesPaden#GoInboundMktg
  • PRODUCE.• Create internally– Use email to captureFAQs– Interview employees• External sources– Subject matter experts– Content agencies• Capture from customers– Photos too– Engage from social
  • PUBLISH.• Use a marketingplatform, not a CMSsystem• Dynamic CTAs
  • PROMOTE.• Promote everything• Repromote the best• Prompt to promote@JamesPaden#GoInboundMktg
  • PROVE.• Measure everything– Topics & Categories– Personas– Authors– Promotions– Content Types• Measure Cohorts• Recycle Content@JamesPaden#GoInboundMktg
  • QUESTIONS?@JamesPadenJPaden@Compendium.com