SIMPLE WAYS TO
MASSIVELY INCREASE
YOUR CONTENT
Ideas for managing high-volume
content across today’s most
important channe...
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.2
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.3
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.4
The Reality and the Outcome
88%88%
CMOs that lack
in...
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.5
Content Fails to Scale
60-70% of marketing content
g...
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.6
“MARKETING NEEDS TO DE-EMPHASIZE
TASKS LIKE ‘THOUGHT...
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.7
THE GROWTH OF
DIGITAL
CONTENT
2008 – 1 trillion inde...
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.8
THE GROWTH OF
DIGITAL
CONTENT
2013 – 30 trillion ind...
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.9
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.10
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.11
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.12
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.13
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.14
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.15
bit.ly/contentshockbs
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.16
Can you think of the top
30 topics prospects and
cu...
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.17
CREATE CUSTOMER PERSONAS
DEMOGRAPHICS
MOTIVATIONS
C...
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.18
30 TOPICS
X 5 PERSONAS
150 CONTENT ELEMENTS
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.19
SALES FUNNEL INQUIRY
CONSIDERATION
AWARENESS
PURCHA...
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.20
30 TOPICS
X 5 PERSONAS
150 CONTENT ELEMENTS
X 5 STA...
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.21
INFLUENCE
COMMUNITY SIZE
54%
AGREE
12%
DISAGREE
WHE...
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.22
3%
56%
34%
31.1%
30.8%
28%
27%
27%
20%
20%
12%
8%
7...
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.23
MORE FREQUENT UPDATES
and
MORE UNIQUE CONTENT
Acros...
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.24
TYPES
OF CONTENT3
High Effort Medium Effort Low Eff...
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.25
Effort Content
HIGH
66%
10%
5%
1%
18%
SEARCH DIRECT...
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.26
Effort Content
MEDIUM
80%
14%
4% 1%
SEARCH DIRECT R...
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.27
Effort Content
LOW
20% 32%
10%
21%
SEARCH DIRECT RE...
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.28
Conversion
Rate
EFFORT
CONTENT
HIGH VISITS
LEADS
CU...
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.29
Conversion
Rate
EFFORT
CONTENT
MEDIUM
CUSTOMERS
11....
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.30
Conversion
Rate
VISITS
LEADS
EFFORT
CONTENT
LOW
CUS...
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.31
LOCALIZED,
USER GENERATED
CONTENT
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.32
HIGH MEDIUM LOW
HEAD
THE LONG TAIL
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.33
15%
CLICK
THROUGH
RATE
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.34
EMPLOYEE
GENERATED
CONTENT
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.35
9000 CONTENT ELEMENTS
CREATED
325% INCREASE IN SALE...
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.36
CVENT WINS
BEST
OVERALL
CORPORATE
BLOG
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.37
STUDENT
GENERATED
CONTENT
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.38
1200 CONTENT ELEMENTS
CREATED FIRST YEAR
61% FIRST ...
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.39
EMAIL SOURCED
CONTENT
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.40
EMAIL SOURCED
CONTENT
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.41
CONCLUSION:
YOU NEED TO BE THE
SOURCE OF ALL OF THE...
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.42
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Understanding the Power of Content Marketing by Chris Moody of Oracle Eloqua

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You’re still relying on whitepapers to drive all your leads. Lots of people are. Unfortunately, you’re probably missing the boat on the easiest types of content for converting customers. In this session, Chris Moody will explain the importance of content marketing broken down into three sections – low, medium and high effort content. You’ll see real examples, real conversion data and walk away knowing that you need to harness the power of user generated content when you’re back in the office. You may even laugh along the way.

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Understanding the Power of Content Marketing by Chris Moody of Oracle Eloqua

  1. 1. SIMPLE WAYS TO MASSIVELY INCREASE YOUR CONTENT Ideas for managing high-volume content across today’s most important channels CHRIS MOODY @CNMOODY
  2. 2. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.2
  3. 3. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.3
  4. 4. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.4 The Reality and the Outcome 88%88% CMOs that lack integrated view of customer interactions 65%65% CMOs can’t measure ROI across digital marketing investments 75%75% The Mandate and the Vision CEOs that want their CMOs to become 100% ROI focused 91%91% CMOs that want to have “data-driven approach” to marketing decisions and quantifying value Sources: Fournaise Group, CMO Council and Columbia’s Global Brand Leadership A Massive Disconnect
  5. 5. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.5 Content Fails to Scale 60-70% of marketing content goes unused each day It’s Being Wasted It’s Not Personalized 74% of customers are frustrated that web content doesn’t map to their interests Only 34% of CMOs believe they have an effective content marketing strategy It’s Not Strategic X X X Sources: Sirius, Nielsen, and Content Marketing Institute
  6. 6. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.6 “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
  7. 7. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.7 THE GROWTH OF DIGITAL CONTENT 2008 – 1 trillion indexed pages
  8. 8. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.8 THE GROWTH OF DIGITAL CONTENT 2013 – 30 trillion indexed pages
  9. 9. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.9
  10. 10. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.10
  11. 11. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.11
  12. 12. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.12
  13. 13. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.13
  14. 14. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.14
  15. 15. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.15 bit.ly/contentshockbs
  16. 16. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.16 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
  17. 17. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.17 CREATE CUSTOMER PERSONAS DEMOGRAPHICS MOTIVATIONS CHARACTERISTICS GOALS
  18. 18. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.18 30 TOPICS X 5 PERSONAS 150 CONTENT ELEMENTS
  19. 19. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.19 SALES FUNNEL INQUIRY CONSIDERATION AWARENESS PURCHASE OR LEADS RETENTION OR SALES Typical
  20. 20. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.20 30 TOPICS X 5 PERSONAS 150 CONTENT ELEMENTS X 5 STAGES OF THE FUNNEL 750 CONTENT ELEMENTS
  21. 21. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.21 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
  22. 22. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.22 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
  23. 23. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.23 MORE FREQUENT UPDATES and MORE UNIQUE CONTENT Across Multiple Social Channels “YOU ARE COMPETING AGAINST YOUR CUSTOMER’S CLOSEST FRIENDS & FAMILY”
  24. 24. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.24 TYPES OF CONTENT3 High Effort Medium Effort Low Effort TRADITIONAL BLOG AND PAID CONTENT Q&A CONTENT USER CONTENT (UGC)
  25. 25. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.25 Effort Content HIGH 66% 10% 5% 1% 18% SEARCH DIRECT REFERRAL SOCIAL OTHER 66% FROM SEARCH / HIGH EFFORT CONTENT $21 - $2,000
  26. 26. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.26 Effort Content MEDIUM 80% 14% 4% 1% SEARCH DIRECT REFERRAL SOCIAL OTHER 80% FROM SEARCH / MEDIUM EFFORT CONTENT 1%$10
  27. 27. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.27 Effort Content LOW 20% 32% 10% 21% SEARCH DIRECT REFERRAL SOCIAL OTHER BEST DISTRIBUTION OF TRAFFIC / LOW EFFORT CONTENT 17% $2
  28. 28. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.28 Conversion Rate EFFORT CONTENT HIGH VISITS LEADS CUSTOMERS 3.8% 3.65% SOURCE: COMPENDIUM
  29. 29. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.29 Conversion Rate EFFORT CONTENT MEDIUM CUSTOMERS 11.4% 5.62% SOURCE: COMPENDIUM VISITS LEADS 3.8% 3.65%
  30. 30. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.30 Conversion Rate VISITS LEADS EFFORT CONTENT LOW CUSTOMERS 9.1% 13.5% SOURCE: COMPENDIUM 11.4% 5.62% 3.8% 3.65%
  31. 31. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.31 LOCALIZED, USER GENERATED CONTENT
  32. 32. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.32 HIGH MEDIUM LOW HEAD THE LONG TAIL
  33. 33. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.33 15% CLICK THROUGH RATE
  34. 34. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.34 EMPLOYEE GENERATED CONTENT
  35. 35. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.35 9000 CONTENT ELEMENTS CREATED 325% INCREASE IN SALES READY LEADS
  36. 36. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.36 CVENT WINS BEST OVERALL CORPORATE BLOG
  37. 37. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.37 STUDENT GENERATED CONTENT
  38. 38. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.38 1200 CONTENT ELEMENTS CREATED FIRST YEAR 61% FIRST TIME VISITORS
  39. 39. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.39 EMAIL SOURCED CONTENT
  40. 40. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.40 EMAIL SOURCED CONTENT
  41. 41. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.41 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
  42. 42. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.42

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