Avoid the 2025 web accessibility rush: do not fear WCAG compliance
The Content Cascade (Webinar Slides)
1.
2. Speaker Profiles
Brian Massey
The Conversion Scientist™
Author, Your Customer Equation
Founder, Conversion Sciences
brian@conversionsciences.com
http://cascadecontent.com
@bmassey
Nis Frome
Rutgers ’14 // I love reading, writing, and creating.
Founder + COO, Hublished
VP, RuMAD
Co-organizer, NUI
Nis.Frome@Hublished.com
http://Hublished.com
@nisfrome
3. Inspiration
It’s like a broken record
93% of B2B marketers use content marketing but only 62% use webinars. I’ve heard every excuse under the sun…
It’s not so much that you can get more out of a webinar as much as a webinar is so much more!
4. Industry trends
The emergence of content
• Business decision makers prefer to make decisions based
on articles instead of ads.
• Content is the key driver of web traffic and is thus the most
efficient way to secure qualified leads.
• Interesting content is a top 3 reason people follow
brands on social media
• You’re watching this webinar, aren’t you?
5. Industry trends
The need to put on yet another hat
“Brands need to think like publishers to build effective content marketing
workflows and outcomes, including applying the science of accepted
newsroom practices”
- The Guardian
10. Marketers as publishers
How often do you release new
marketing content?
Not that often
10.5%
Quarterly
2.1%
Monthly
69.5% of marketers
release marketing
content at least weekly
17.9%
Weekly
47.4%
Daily
22.1%
0%
10%
20%
30%
40%
50%
11. Marketers as publishers
How often do you update
your blog?
Our blog has been ignored
12.6%
Our blog is updated several
times a week
55.8% of marketers update
their blog at least weekly
21.1%
Our blog is updated weekly
34.7%
Our blog is updated monthly
20.0%
We don't have a blog
11.6%
0%
10%
20%
30%
40%
12. Marketers as publishers
Would you rate the following
techniques very or mostly effective?
eBook
57%
Slideshare presentation
57%
Report or whitepaper
57%
Podcast
Blog posts, short
videos, and infographs
are rated effective
25%
Infograph
60%
Short video (2 minutes or less)
74%
Long video (30 minutes or more)
23%
Blog post
76%
0%
10% 20% 30% 40% 50% 60% 70% 80%
14. Marketers as publishers
How many hours do you spend
putting together a webinar?
More than 11 hours
16.8%
6 - 10 hours
Almost 70% of marketers
that do webinars spend six
hours or more on each
webinar
22.1%
1 - 5 hours
16.8%
We don't do
webinars
44.2%
0%
10%
20%
30%
40%
50%
15. Marketers as publishers
What are the biggest obstacles to
creating content for your business?
Don't Know What to Invest In
No List or Social Following
Resources and Subject
Matter Experts are the
challenges
Content Performs Poorly
SME is too busy
Expense
Time and Resources
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
16. SME Problem
The subject matter
expert problem
Someone in our company does a
slide-based presentation or webinar
Once a year
14.7%
Never
23.2%
Several times
per month
15.8%
Every month
14.7%
Once a
quarter
31.6%
n=101
20. Lead by example
Presentation at CMW 2012
This presentation was recorded live. The recording was transcribed using an inexpensive
online service. The transcription and presentation slides were edited into an eBook PDF…
21. Lead by example
Slides + Text from Audio becomes eBook
36 pages optimized for reading on a screen!
22. Lead by example
Keep the goal in sight
Not much
6.3%
SEO
65.3%
Email Visits
51.6%
Social Visits
51.6%
Phone Calls
29.5%
Sales
36.8%
Leads or Subscribers
84.2%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
The purpose of content is to generates leads and sales.
24. Summary
Take it back to the beginning
• Marketers must be publishers
• The barriers are time, resources, and availability of
subject matter experts
• Webinars capture the subject matter expert’s knowledge
• Webinars have all of the necessary ingredients for
reports, blog posts, articles, infographics, etc.
• Webinars offer a shortcut to shareable lead generating
content. Utilize them for the Content Cascade.
25. Turn your webinars into an interactive
content marketing library and drive
user engagement.
Conversion
rates
Reduction in IT
costs and setup
Extensive customization options
HTML5 and Javascript work seamlessly across mobile and web
Encodes, stores, and manages playback of recorded webinars
Integrates with marketing and sales CRM
Timezone conversion, calendar integration, social media integration
One-click social registration
Pictures are simulated
Analytics suite
26. Is that the smell of a special combo package?
Yes, indeed.
Three months, unlimited use
+
Turn a single webinar from Hublished into a
whitepaper, two blog posts, an infographic,
and 10 social media posts
$5,000
$2,500
Retail value
If you sign up by February 28, 2014!
http://blog.hublished.com/contentcascade/