B2B SUMMIT 2014 - BEST PRACTICE: Content is Data. Ideas for managing high-volume content across today’s most important channels

1. CONTENT IS DATA
Ideas for managing high-volume
content across today’s most
important channels
Sylvia Jensen
EMEA Marketing Director
Oracle Marketing Cloud

2. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.2
“MARKETING NEEDS TO DE-EMPHASIZE
TASKS LIKE ‘THOUGHT LEADERSHIP’
AND WHITE PAPERS AND FOCUS MORE ON
ADVANCED ACTIVITIES…
“STOP TRYING TO BE AMAZING”
– Ana Lapter, Corporate Executive Board
– Jay Baer

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THE GROWTH OF
DIGITAL
CONTENT
2008 – 1 trillion indexed pages

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THE GROWTH OF
DIGITAL
CONTENT
2013 – 30 trillion indexed pages

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The Need for a High Volume of
Content

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Can you think of the top
30 topics prospects and
customers might be
interested in?
SUPPOSE YOU ARE
AN INSURANCE
COMPANY
INSURANCE
CAR INSURANCE
MOTOR INSURANCE
LIFE INSURANCE
HOME INSURANCE
INSURANCE RATES
HEALTH INSURANCE
MOTORCYCLE INSURANCE
LIABILITY INSURANCE
CHEAP INSURANCE
MINIMUM INSURANCE
HOMEOWNERS INSURANCE
AUTO QUOTE
HOME & AUTO DISCOUNTS
TERM INSURANCE
TRAVEL INSURANCE
ONLINE CAR INSURANCE
FLOOD INSURANCE
COMPARE INSURANCE
COMMERCIAL INSURANCE
BUSINESS INSURANCE
MEDICAL INSURANCE
COMMERCIAL VEHICLE INSURANCE
UMBRELLA POLICY
FARM INSURANCE
RENTERS INSURANCE
PET INSURANCE
HURRICANE INSURANCE
EASY CLAIMS
DENTAL INSURANCE
INSURANCE
CAR INSURANCE
MOTOR INSURANCE
LIFE INSURANCE
HOME INSURANCE
INSURANCE RATES
HEALTH INSURANCE
MOTORCYCLE INSURANCE
LIABILITY INSURANCE
CHEAP INSURANCE
MINIMUM INSURANCE
HOMEOWNERS INSURANCE
AUTO QUOTE
HOME & AUTO DISCOUNTS
TERM INSURANCE
TRAVEL INSURANCE
ONLINE CAR INSURANCE
FLOOD INSURANCE
COMPARE INSURANCE
COMMERCIAL INSURANCE
BUSINESS INSURANCE
MEDICAL INSURANCE
COMMERCIAL VEHICLE INSURANCE
UMBRELLA POLICY
FARM INSURANCE
RENTERS INSURANCE
PET INSURANCE
HURRICANE INSURANCE
EASY CLAIMS
DENTAL INSURANCE

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CREATE CUSTOMER PERSONAS
DEMOGRAPHICS
MOTIVATIONS
CHARACTERISTICS
GOALS

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30 TOPICS
X 5 PERSONAS
150 CONTENT ELEMENTS

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SALES FUNNEL INQUIRY
CONSIDERATION
AWARENESS
PURCHASE OR LEADS
RETENTION OR SALES
Typical

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30 TOPICS
X 5 PERSONAS
150 CONTENT ELEMENTS
X 5 STAGES OF THE FUNNEL
750 CONTENT ELEMENTS

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The Influence of Community Size

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INFLUENCE
COMMUNITY SIZE
54%
AGREE
12%
DISAGREE
WHEN IT COMES TO COMMUNITY SIZE,
54 PERCENT OF CONSUMERS AGREE
THAT THE SMALLER THE COMMUNITY THE
GREATER THE INFLUENCE
The smaller the community,
the greater the influence

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3%
56%
34%
31.1%
30.8%
28%
27%
27%
20%
20%
12%
8%
7%
RETAIL SITES
BRAND SITES
BLOGS
FACEBOOK
GROUPS / FORUMS
YOUTUBE
LINKEDIN
GOOGLE+
ONLINE MAGAZINES
PINTEREST
TWITTER
NEWS SITES
INSTAGRAM
ONLINE SERVICES MOST LIKELY TO INFLUENCE A PURCHASE
SOURCE: TECHNORATI

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MORE FREQUENT UPDATES
and
MORE UNIQUE CONTENT
Across Multiple Social Channels
“YOU ARE COMPETING AGAINST YOUR
CUSTOMER’S CLOSEST FRIENDS & FAMILY”

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Types of Content
and Source of Traffic

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TYPES
OF CONTENT3
High Effort Medium Effort Low Effort
TRADITIONAL BLOG
AND PAID CONTENT
Q&A CONTENT USER CONTENT (UGC)

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Effort ContentHIGH
66%
10%
5%
1%
18%
SEARCH DIRECT REFERRAL SOCIAL OTHER
66% FROM
SEARCH /
HIGH EFFORT
CONTENT
$21 - $2,000

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Effort ContentMEDIUM
80%
14%
4% 1%
SEARCH DIRECT REFERRAL SOCIAL OTHER
80% FROM
SEARCH /
MEDIUM EFFORT
CONTENT
1%$10

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Effort ContentLOW
20% 32%
10%
21%
SEARCH DIRECT REFERRAL SOCIAL OTHER
BEST
DISTRIBUTION
OF TRAFFIC /
LOW EFFORT
CONTENT
17%
$2

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Conversion of Content by Type

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Conversion
Rate
EFFORT
CONTENT
HIGH VISITS
LEADS
CUSTOMERS
3.8%
3.65%
SOURCE: COMPENDIUM

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Conversion
Rate
MEDIUM
CUSTOMERS
11.4%
5.62%
SOURCE: COMPENDIUM
VISITS
LEADS
3.8%
3.65%
EFFORT
CONTENT

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Conversion
Rate
VISITS
LEADS
LOW
CUSTOMERS
9.1%
13.5%
SOURCE: COMPENDIUM
11.4%
5.62%
3.8%
3.65%
EFFORT
CONTENT

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How is This Really Working?

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LOCALIZED,
USER GENERATED
CONTENT

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15% CLICK
THROUGH
RATE

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EMPLOYEE
GENERATED
CONTENT

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9000 CONTENT ELEMENTS
CREATED
325% INCREASE IN SALES
READY LEADS

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CVENT WINS
BEST
OVERALL
CORPORATE
BLOG

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STUDENT
GENERATED
CONTENT

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1200 CONTENT ELEMENTS
CREATED FIRST YEAR
61% FIRST TIME
VISITORS

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EMAIL SOURCED
CONTENT

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EMAIL SOURCED
CONTENT

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SEARCHABLE
CONTENT

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SOCIAL:
LINKEDIN

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SOCIAL:
TWITTER

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SOCIAL:
FACEBOOK

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LANDING
PAGES

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TARGETED
EMAIL

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CONCLUSION:
YOU NEED TO BE THE
SOURCE OF ALL OF THE
CONTENT YOUR
PROSPECT WANTS
BEFORE THEY BUY.87% OF CMOS SAY THAT PROFITABLE
GROWTH IS THEIR NUMBER ONE PRIORITY.
– CMO.com
10 PIECES OF CONTENT ARE CONSUMED
BEFORE A PURCHASING DECISION IS MADE.
– Google’s Zero Moment of Truth

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THANK
YOU
www.eloqua.com
@eloqua
@smajensen
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