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Why Your Content Is Failing You, and How to Fix it

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Content marketing is more about strategy, than the piece of content itself. In these 5 examples of amazing content marketing, Mathew explains why high performing contnet marketings prevail, and how you can too.

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Why Your Content Is Failing You, and How to Fix it

  1. 1. By Mathew Sweezey @msweezey
  2. 2. @msweezey ABOUT ME Mathew Sweezey Principal of Marketing Insights Salesforce Author of •  Marketing Automation for Dummies (2013) •  Context Revolution (2017)
  3. 3. WHITE PAPER STRATEGY EXECUTION DISTRIBUTION FOLLOW UP SOCIAL EMAIL DELIVERY TECHNOLOGY TACTICS CONTENT CONTENT MARKETING WEBINAR SOCIAL POST BLOG POST ONE PAGER PITCH DECK
  4. 4. High and low performers use the same tactics, but high performers see 2x-3x the value. “ @msweezey
  5. 5. High performers New research to show what a high performer is New research on
  6. 6. who @msweezey
  7. 7. WHAT IS A HIGH PERFOMER @msweezey THOSE BUSINESSES WHO COMPARE THEIR OVERALL BUSINESS PERFOMRMANCE MUCH STRONGER THAN THEIR DIRECT COMPETITION.
  8. 8. HIGH PERFOMERERS HAVE BETTER OUTCOMES @msweezey Underperformers 19% High performers 19% Moderate performers 62% are “slightly or not at all satisfied” with the current outcomes realized as a direct result of their company’s marketing investment are “extremely satisfied” with the current outcomes realized as a direct result of their company’s marketing investment are “very or moderately satisfied” with the current outcomes realized as a direct result of their company’s marketing investment
  9. 9. EXECUTIVE BUY IN HIGH PERFORMERS HAVE A DIFFERENT KIND OF BUY IN FROM THEIR EXECUTIVES NUMBRER ONE TRAIT
  10. 10. 82%OFHIGH PERFORMERSHAVE FULLEXECUTIVEBUYIN @msweezey
  11. 11. They must buy into a new idea of marketing. Not just that they need more marketing.“ @msweezey
  12. 12. human centered GET PAST THE IDEA THAT YOUR DEMOGRAPHIC WILL ONLY ACCEPT STIFF, AND BORING.
  13. 13. TAULIA SAID F^CK IT! THEY SELL TO THE CFO’S OF FORTUNE 50 COMPANIES. @msweezey
  14. 14. Compare campaignsConversions: Taulia displayed a form at the end of each video, both ones with humor and ones with out. They are able to show the conversions the increase reach is able to drive. In their case 67% of all video’s using comedy drove a form completion at the end of the video. T I P S F O R E X E C S U P P O R T
  15. 15. Track influence45% of all customers have watched 1 video, a n d t h e y h av e i n f l u e n c e d o v e r $100 million dollars in pipeline. T I P S F O R E X E C S U P P O R T
  16. 16. Results: It has driven a 28% increase in website visits and 25% more completed “Contact Us” forms. @msweezey
  17. 17. Sidebenefit: Taulia's marketing is 4 years old with 12 team members. They have had zero voluntary turn over during that time. @msweezey
  18. 18. ADVICE FROM TAULIA ON USING HUMOR DON’T NAME YOUR FIRST CAMAIGN “F’CK IT” @msweezey
  19. 19. budgetsThis has a ton to do with what you can do Dollar, dollar bills, y’all
  20. 20. Where are high performing budgets going @msweezey With out executive buy in there is no way you will have a best in class budget. 70% 39% 59% 39% 39% Digital Marketing Spend Traditional Marketing Spend Marketing tools and technology Marketing consulting Marketing headcount Increase in Spending
  21. 21. Maintain branding 15% headcount 80% programs 5 % tech + other 2-6% GR Average budget Fast growth 25% Headcount 65% programs 10% tech + other 7-12% GR 30% headcount 60% programs 10% tech + other 13-30% PR*Gross revenue *Gross revenue *Projected revenue
  22. 22. How to go from established to market leader exacttarget Cmo, TIM KOPP
  23. 23. Step1: Double the budget to pay for new mega marketing hits, sff & connections. @msweezey
  24. 24. Results: •  100k+ downloads. •  Contentmarketingprogramof theyear2012/2013-cmi @msweezey
  25. 25. CNX16’Results: 5k+ marketers joined us 75k+watcheditliveonline $200M+pipelineinfluenced @msweezey
  26. 26. technologyWhat are the high performers using All the cool toys
  27. 27. High performers use12 Toolson average @msweezey
  28. 28. @msweezey 56% 57% 61% 48% 49% 51% 28% 21% 18% 18% 21% 17% 12% 5% 4% 5% 11% 4% Marketing analytics Web personalization Emerging technology (e.g., wearables, IoT) Social listening tools Marketing automation Guided selling Percentage who currently use extensively High Performers Moderate Performers Underperformers
  29. 29. High performers are 19x more likely to be able to create a single customer view. “ @msweezey
  30. 30. abm: 52% of high performers use abm, where only 6% of underperformers use it. @msweezey
  31. 31. Webpersonalization: 57% of high performers use web personalization, where only 5% of underperformers use it. @msweezey
  32. 32. They use ABM to change the headline and the image to match to different target industries. They use Marketing Automation to nurture each persons interest They use high end analytics to track the website overall performance.
  33. 33. NEWOPPSWITH 1/6OF THEIR TARGETACCOUNTS IN5MONTHS= $47Minpipeline
  34. 34. agile productionAgile is more than just a buzz word The modern building process
  35. 35. Of marketers say it takes 2-5 weeks to create a piece of content. 42% Of marketers say it takes more than 7 weeks to create a piece of content. 1/3 1 hGp://www.techvalidate.com/blog/2013-content-markeXng- research-Xme-spent-creaXng-content-2892
  36. 36. 52%OFHIGH PERFORMERSuseagile methods. @msweezey
  37. 37. Agile is the modern production method.“ @msweezey (speaking note: drop the mic here)
  38. 38. Agilestructure &Agileprocess*These can operate independent of each other
  39. 39. Capital oneThey went from 0 to the 10th largest bank in the us In just 25 years. They did this By being a tech first company. W h at ’ s i n y o u r w a l l e t ?
  40. 40. Itbeganwith anidea….....If agile works in every other department where we have waterfall like processes could it be used in marketing as well to improve production? BUSINESS GOAL : BE MORE ADAPTAIVE AS A CULTURE
  41. 41. We burned the boats, there is no going back.“ @msweezey Executive management at capital one on move to agile in marketing department
  42. 42. HowtheydiditThey created 12 pods in a team of 140 marketers. They only converted workflows and teams which easily fit into an agile framework. This was about 1/3 of the total 140. They had 2 people in charge of the test who were from the IT side who were familiar with agile and basic marketing ideas. They were there to help set up the structure and ensure success of the program.
  43. 43. @msweezey AGILEStructure PODS PODS PODS PODS SHARED RESOURCES ACCOUNTABLE EXECUTIVE ACCOUNTABLE EXECUTIVE
  44. 44. @msweezey PODMAKEUP COPY WRITER ART DIRECTOR COODINATOR GRAPHIC ARTIST BUSINESS ANALYST / DATA ANALYST PRODUCT OWNER / PRODUCT MANAGER
  45. 45. @msweezey AGILEPROCESS 1.  BUSINESS GOAL – AE 2.  OUTLINE THE PLAN - PM/PO 3.  PUT ON BACKLOG – PM/PO 4.  BREAK UP TASKS / SET COMMITS- POD 5.  FINISH Sprint DO ‘RETROSPECTIVE’ – POD 6.  Constantly MEASURE – BA 7.  RE SET BACKLOG BASED ON DATA – BA/PO WANT TO READ MORE ON AGILE PROCESS: hGp://www.slideshare.net/MathewSweezey/the-x-factor-the- secret-to-beGer-content-markeXng
  46. 46. IT FUNDAMENTALY CHANGED THE WAY WE GO TO MARKET.“ @msweezey HIGHEST OUTPUT PER UNIT OF WORK / CHANGED HOW THEY THINK & ACT / BETTER OUTCOMES
  47. 47. TacticsAgile is more than just a buzz word The modern building process
  48. 48. social media marketing This is how to use social to smash it and drive serious lead gen.
  49. 49. Organic reach on social media is 2-4%. This is because they are now a pay to play model. $$ @msweezey
  50. 50. Volvo Construction dealers sell $100 million dollars worth of new and used equipment each yearwith Facebook.
  51. 51. @msweezey PaidSOCIAL+email YOUR EMAIL DATABASE UPLOAD TO FACEBOOK/ TWITTER DISPLAY ADS TO THOSE EMAILS + LOOK-A-LIKES
  52. 52. WHEN A SOCIAL AD AND EMAIL ARE BOTH SENT TO A PERSON THE TOTAL NET EFFECT IS A 22% INCREASE IN ENGAGEMENT OVER EITHER BY THEMSELVES 22 @msweezey P E R C E N T
  53. 53. Dynamic Content Delivery THIS IS ONE OF THE BEST WAYS TO INCREASE ENGAGEMENT WITH OUT CREATING MORE CONTENT.
  54. 54. We looked at 1 million visitor sessions across hundreds of sites, the Average page views per session 1.7 @msweezey
  55. 55. Zero click site DEMANDBASE SAW LEAD FLOW INCRASE BY 400% WHEN THEY DYNAMICALLY CHANED THE CONTENT BASED ON IP ADDRESSES OF VISITORS. @msweezey
  56. 56. NURTURING IS’NTEMAIL MARKETING THIS IS ONE OF THE BEST WAYS TO INCREASE ENGAGEMENT WITH OUT CREATING MORE CONTENT.
  57. 57. INCREASED Leadflow BY16x @msweezey
  58. 58. LEAD GEN NURTURING’S REAL GOAL MOVE TO NEXT STAGE Y O U C A N ’ T M A K E S O M E O N E B E S A L E S R E A D Y @msweezey
  59. 59. Example The first call to action is relevant to them at the moment. Secondary call to action is for the next stage in the buying cycle. John, I thought you’d like these 10 tips on nurturing. It was written by Trulia, one of our clients. Also if you’re looking for some research reports on marketing automation here’s the Gartner Magic Quadrant. Best, Mathew @msweezey
  60. 60. modern email Design STOP HTML It doesn’t belong in nurturing emails, and let me prove to you why @msweezey
  61. 61. Our job isn’t to be pretty. It’s to be effective.“ @msweezey
  62. 62. RICHTEXT isauthentic I can not hand code HTML and never have. So if I sign an email which is fully formatted HTML it’s obviously an automated email. RICH TEXT is how humans write emails to each other. Short, to the point, and with out formatting. John, I didn’t know if you follow @jaybaer. He’s talking a lot about content these days. Check him out! best, Mat @msweezey
  63. 63. 15th largest bank In the UNITED STATES DID A SIDE BY SIDE with HTML v RICH -> INCREASED ENGAGEMENT BY4x @msweezey
  64. 64. Outside Thecontent box THIS IS ONE OF THE BEST WAYS TO INCREASE ENGAGEMENT WITH OUT CREATING MORE CONTENT.
  65. 65. @msweezey Help them grow their network. This is one of the things they find value in.
  66. 66. conclusions•  Get your executive team to buy into the new idea of marketing, or find a new job. •  Creating a better team with agile work flows, and creative freedom will keep your best people. •  Agile is the only way to keep up with the content demands of the modern marketing world. •  You don’t have a content problem, you have a distribution problem. •  Tactics are more than just channels. •  Be human at all costs. Your customers demand it.
  67. 67. @msweezey Mathew sweezey THANKYOU

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