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.

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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

    1. 1. CONTENT MARKETINGBY THE NUMBERSIdeas for Managing High-Volume ContentAcross Today’s Most Important ChannelsENTERPRISE@JamesPaden#GoInboundMktg
    2. 2. Compendium?Content Marketing PlatformOver 300 clients:
    3. 3. is all the marketing that is left.CONTENTMARKETING– SETH GODINBEST-SELLING AUTHOR
    4. 4. IMAGINE…YOU’RE A SPORTS FISHING RETAILER@JamesPaden#GoInboundMktg
    5. 5. 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
    6. 6. OUT OF THE GATE:30 CONTENT ELEMENTS
    7. 7. 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.
    8. 8. 30storiesx5personas150content elements
    9. 9. Sales FunnelAwarenessInquiryPurchaseRetentionConsideration@JamesPaden#GoInboundMktg
    10. 10. 750content elements30storiesx5personas150content elementsX5stages of the funnel
    11. 11. And Then There’s Facebook…1,460 unique postsper year(at least)X365 days per year4 updates per day@JamesPaden#GoInboundMktg
    12. 12. WHATCONTENT DO I NEED?
    13. 13. Content with images get almostthe traffic received by content without imagesImages@JamesPaden#GoInboundMktg
    14. 14. Content with YouTube videos get overthe traffic received by content without videosImages@JamesPaden#GoInboundMktg
    15. 15. Content with a list get almostthe traffic received by content without listsLists@JamesPaden#GoInboundMktg
    16. 16. Content with a number in the title getthe traffic received by content without numbersTitles@JamesPaden#GoInboundMktg
    17. 17. <10 10-19 20-29 30-39 40-49 50-59 60-69 70-79 80-89 90+Average Traffic By Title Length
    18. 18. < 100 100-199 200-299 300-399 400-499 500-599 600-699 700-799 800+Average Traffic By Content Length
    19. 19. < 4 4-9 10-19 20+Average Traffic By Number of Authors
    20. 20. of content is edited prior toapproval by an administratorManagement@JamesPaden#GoInboundMktg
    21. 21. CRISISBUT … DON’T SWEAT ITSOUNDS LIKE A CONTENT
    22. 22. Indiana University
    23. 23. 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
    24. 24. Cvent
    25. 25. 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
    26. 26. Bass Pro Shops
    27. 27. 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
    28. 28. DON’T FREAK OUTHERE’S HOW TO DO IT
    29. 29. PLAN.• Separate planning• Create topic modals• Create personas• Create calendar• Define a workflow@JamesPaden#GoInboundMktg
    30. 30. PRODUCE.• Create internally– Use email to captureFAQs– Interview employees• External sources– Subject matter experts– Content agencies• Capture from customers– Photos too– Engage from social
    31. 31. PUBLISH.• Use a marketingplatform, not a CMSsystem• Dynamic CTAs
    32. 32. PROMOTE.• Promote everything• Repromote the best• Prompt to promote@JamesPaden#GoInboundMktg
    33. 33. PROVE.• Measure everything– Topics & Categories– Personas– Authors– Promotions– Content Types• Measure Cohorts• Recycle Content@JamesPaden#GoInboundMktg
    34. 34. QUESTIONS?@JamesPadenJPaden@Compendium.com

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