No	
  One	
  Cares	
  

About	
  Your	
  Content	
  (Yet)	
  
Mathew Sweezey
Marketing Evangelist

Pardot, a salesforce.co...
Safe Harbour
Safe harbour statement under the Private Securities Litigation Reform Act of 1995:
This presentation may cont...
About Your Content (Yet)

2014

No One
Cares

#PardotWebinar
NO ONE CARES ABOUT YOUR CONTENT (YET)

Cliff
Seal

@cliffseal

Mathew
Sweezey
@msweezey

#PardotWebinar
NO ONE CARES ABOUT YOUR CONTENT (YET)

NASA
MORE
POWER IN
A GOOGLE
SEARCH,	
  

THAN ALL OF
NASA HAD
TO PUT A
MAN ON THE
M...
NO ONE CARES ABOUT YOUR CONTENT (YET)

Consumer 
Executive 
Board

2/3
#PardotWebinar
NO ONE CARES ABOUT YOUR CONTENT (YET)

CONTENT
CONTENT
CONTENT
- Seth Godin (1999) 

#PardotWebinar
NO ONE CARES ABOUT YOUR CONTENT (YET)

294 Billion
Emails 
2 Million Blog
Posts
250 Million
Photos

PER
DAY

#PardotWebina...
NO ONE CARES ABOUT YOUR CONTENT (YET)

First
Impression

1/20
#PardotWebinar
NO ONE CARES ABOUT YOUR CONTENT (YET)

First
Impression
Email Subject Lines
First Web Page 
Advertisements 
White Papers 
...
NO ONE CARES ABOUT YOUR CONTENT (YET)

Clear
Communication

10

Seconds
#PardotWebinar
NO ONE CARES ABOUT YOUR CONTENT (YET)

Personality Works For
APPROX. LEADS PER DAY
Before

After

10-15
 100
Word-of-mouth...
NO ONE CARES ABOUT YOUR CONTENT (YET)

PERSONALITY
IS THE

KEY


#PardotWebinar
NO ONE CARES ABOUT YOUR CONTENT (YET)

How do
you
engage?
#PardotWebinar
 
	
  
	
  

Content Engagement 

NO ONE CARES ABOUT YOUR CONTENT (YET)

CASUAL
Casual Reading
Consumer’s goal is to stay
...
CASUAL

	
  
	
  
	
  

Content Engagement 

NO ONE CARES ABOUT YOUR CONTENT (YET)

#PardotWebinar
 
	
  
	
  

Content Engagement 

NO ONE CARES ABOUT YOUR CONTENT (YET)

RESEARCH
Research
Consumer’s goal is to obtain
en...
RESEARCH

Stage 1

Stage 2

Stage 3

	
  
	
  
	
  

Content Engagement 

NO ONE CARES ABOUT YOUR CONTENT (YET)

#PardotWe...
NO ONE CARES ABOUT YOUR CONTENT (YET)

T R A C K
PEOPLE

DYNAMIC
- Seth Godin (1999) 

#PardotWebinar
77% 

Of survey respondents,
said they want different
content at each stage
of research. 

	
  
	
  
	
  

Content Statist...
71% 

Prefer content to be
less than 5 pages. Only
1.7% would prefer more
than 5 pages. 

	
  
	
  
	
  

Content Statisti...
 
	
  
	
  

One to One 

Future 

NO ONE CARES ABOUT YOUR CONTENT (YET)

#PardotWebinar
NO ONE CARES ABOUT YOUR CONTENT (YET)

Rejection
Based on
Design

94%
#PardotWebinar
NO ONE CARES ABOUT YOUR CONTENT (YET)

Acceptance
Based on
Content

83%
#PardotWebinar
NO ONE CARES ABOUT YOUR CONTENT (YET)

Grok
Your
Prospects
#PardotWebinar
 

Grok Your
Prospects

NO ONE CARES ABOUT YOUR CONTENT (YET)

Personas
Are People,
Too.
Has not done
anything in 60
days
...
NO ONE CARES ABOUT YOUR CONTENT (YET)

You’re 
good.

GET 
BETTER.
#PardotWebinar
Run True
Experiments

	
  

NO ONE CARES ABOUT YOUR CONTENT (YET)

Have a hypothesis, a
control, and variables!
!
Tripwire...
Run True
Experiments

	
  

NO ONE CARES ABOUT YOUR CONTENT (YET)

Being
Wrong is
Awesome.
#PardotWebinar
NO ONE CARES ABOUT YOUR CONTENT (YET)

Telephone: 
It’s not just
a game for
the kids
#PardotWebinar
Life
Cycle
1 2 3

NO ONE CARES ABOUT YOUR CONTENT (YET)







#PardotWebinar
NO ONE CARES ABOUT YOUR CONTENT (YET)

Conversions are
their key metric.
Learn the benefits
of “Others Also Like
This” 

-J...
NO ONE CARES ABOUT YOUR CONTENT (YET)

Why does the
US gov only
prosecute
7% of all
internal
leaks?
#PardotWebinar
K.I.S.S

NO ONE CARES ABOUT YOUR CONTENT (YET)

Better 
NOT BEST 
Should be the words
you say every day

#PardotWebinar
John, 
Here is a case study from StageScore
showing how they changed their email
programs to drive more revenue. I
thought...
 
	
  
	
  

How we read
Our Email

NO ONE CARES ABOUT YOUR CONTENT (YET)

#PardotWebinar
12 3

Blog
Articles 
Industry
Blogs
 
-Any content
about how to
do their job
better

Case Study
Video
Interviews
-Any cont...
NO ONE CARES ABOUT YOUR CONTENT (YET)

Questions
#PardotWebinar
Mathew Sweezey
Marketing Evangelist

Pardot, a salesforce.com company

@msweezey / msweezey@salesforce.com

Cliff Seal

Us...
#PardotWebinar
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No One Cares About Your Content...Yet

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No One Cares About Your Content...Yet

  1. 1. No  One  Cares   About  Your  Content  (Yet)   Mathew Sweezey Marketing Evangelist
 Pardot, a salesforce.com company
 Cliff Seal User Experience Designer
 Pardot, a salesforce.com company
  2. 2. Safe Harbour Safe harbour statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements. #PardotWebinar
  3. 3. About Your Content (Yet) 2014 No One Cares #PardotWebinar
  4. 4. NO ONE CARES ABOUT YOUR CONTENT (YET) Cliff Seal @cliffseal Mathew Sweezey @msweezey #PardotWebinar
  5. 5. NO ONE CARES ABOUT YOUR CONTENT (YET) NASA MORE POWER IN A GOOGLE SEARCH,   THAN ALL OF NASA HAD TO PUT A MAN ON THE MOON #PardotWebinar
  6. 6. NO ONE CARES ABOUT YOUR CONTENT (YET) Consumer Executive Board 2/3 #PardotWebinar
  7. 7. NO ONE CARES ABOUT YOUR CONTENT (YET) CONTENT CONTENT CONTENT - Seth Godin (1999) #PardotWebinar
  8. 8. NO ONE CARES ABOUT YOUR CONTENT (YET) 294 Billion Emails 2 Million Blog Posts 250 Million Photos PER DAY #PardotWebinar
  9. 9. NO ONE CARES ABOUT YOUR CONTENT (YET) First Impression 1/20 #PardotWebinar
  10. 10. NO ONE CARES ABOUT YOUR CONTENT (YET) First Impression Email Subject Lines First Web Page Advertisements White Papers #PardotWebinar
  11. 11. NO ONE CARES ABOUT YOUR CONTENT (YET) Clear Communication 10 Seconds #PardotWebinar
  12. 12. NO ONE CARES ABOUT YOUR CONTENT (YET) Personality Works For APPROX. LEADS PER DAY Before After 10-15 100 Word-of-mouth referrals from current users make up about 60% of new leads. #PardotWebinar
  13. 13. NO ONE CARES ABOUT YOUR CONTENT (YET) PERSONALITY IS THE KEY #PardotWebinar
  14. 14. NO ONE CARES ABOUT YOUR CONTENT (YET) How do you engage? #PardotWebinar
  15. 15.       Content Engagement NO ONE CARES ABOUT YOUR CONTENT (YET) CASUAL Casual Reading Consumer’s goal is to stay informed on their industry, profession, or topics of interest. Consistent engagement. #PardotWebinar
  16. 16. CASUAL       Content Engagement NO ONE CARES ABOUT YOUR CONTENT (YET) #PardotWebinar
  17. 17.       Content Engagement NO ONE CARES ABOUT YOUR CONTENT (YET) RESEARCH Research Consumer’s goal is to obtain enough information to make an informed decision. Only research in a buying cycle. #PardotWebinar
  18. 18. RESEARCH Stage 1 Stage 2 Stage 3       Content Engagement NO ONE CARES ABOUT YOUR CONTENT (YET) #PardotWebinar
  19. 19. NO ONE CARES ABOUT YOUR CONTENT (YET) T R A C K PEOPLE DYNAMIC - Seth Godin (1999) #PardotWebinar
  20. 20. 77% Of survey respondents, said they want different content at each stage of research.       Content Statistics NO ONE CARES ABOUT YOUR CONTENT (YET) #PardotWebinar
  21. 21. 71% Prefer content to be less than 5 pages. Only 1.7% would prefer more than 5 pages.       Content Statistic NO ONE CARES ABOUT YOUR CONTENT (YET) #PardotWebinar
  22. 22.       One to One 
 Future NO ONE CARES ABOUT YOUR CONTENT (YET) #PardotWebinar
  23. 23. NO ONE CARES ABOUT YOUR CONTENT (YET) Rejection Based on Design 94% #PardotWebinar
  24. 24. NO ONE CARES ABOUT YOUR CONTENT (YET) Acceptance Based on Content 83% #PardotWebinar
  25. 25. NO ONE CARES ABOUT YOUR CONTENT (YET) Grok Your Prospects #PardotWebinar
  26. 26.   Grok Your Prospects NO ONE CARES ABOUT YOUR CONTENT (YET) Personas Are People, Too. Has not done anything in 60 days Read 3 pages, and downloaded a white paper @cliffseal #PardotWebinar
  27. 27. NO ONE CARES ABOUT YOUR CONTENT (YET) You’re good. GET BETTER. #PardotWebinar
  28. 28. Run True Experiments   NO ONE CARES ABOUT YOUR CONTENT (YET) Have a hypothesis, a control, and variables! ! Tripwires (true deadlines)! ! Correlation != Causation! ! Use tools properly! #PardotWebinar
  29. 29. Run True Experiments   NO ONE CARES ABOUT YOUR CONTENT (YET) Being Wrong is Awesome. #PardotWebinar
  30. 30. NO ONE CARES ABOUT YOUR CONTENT (YET) Telephone: It’s not just a game for the kids #PardotWebinar
  31. 31. Life Cycle 1 2 3 NO ONE CARES ABOUT YOUR CONTENT (YET) #PardotWebinar
  32. 32. NO ONE CARES ABOUT YOUR CONTENT (YET) Conversions are their key metric. Learn the benefits of “Others Also Like This” -Jeff Bezos (2007) #PardotWebinar
  33. 33. NO ONE CARES ABOUT YOUR CONTENT (YET) Why does the US gov only prosecute 7% of all internal leaks? #PardotWebinar
  34. 34. K.I.S.S NO ONE CARES ABOUT YOUR CONTENT (YET) Better NOT BEST Should be the words you say every day #PardotWebinar
  35. 35. John, Here is a case study from StageScore showing how they changed their email programs to drive more revenue. I thought you’d enjoy reading it. Or if you’d like, here is a worksheet they used to help them start on their process. Best, Mathew Sweezey 2 3       Best Practices Content NO ONE CARES ABOUT YOUR CONTENT (YET) #PardotWebinar
  36. 36.       How we read Our Email NO ONE CARES ABOUT YOUR CONTENT (YET) #PardotWebinar
  37. 37. 12 3 Blog Articles Industry Blogs -Any content about how to do their job better Case Study Video Interviews -Any content about how others benefited Buyer’s Guide Comparisons Sales Sheets -Any content about why you are the best choice       Best Content By Stage NO ONE CARES ABOUT YOUR CONTENT (YET) #PardotWebinar
  38. 38. NO ONE CARES ABOUT YOUR CONTENT (YET) Questions #PardotWebinar
  39. 39. Mathew Sweezey Marketing Evangelist
 Pardot, a salesforce.com company
 @msweezey / msweezey@salesforce.com Cliff Seal User Experience Designer
 Pardot, a salesforce.com company
 @cliffseal / cseal@salesforce.com #PardotWebinar
  40. 40. #PardotWebinar
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