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Supply & Demand: Making the Case for Less Content

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It's time to think more strategically about content marketing. Here's how to make a bigger impact with less content.

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Supply & Demand: Making the Case for Less Content

  1. 1. MAKING THE CASE FOR LESS CONTENT (and big impact) SUPPLY&DEMAND:
  2. 2. of marketers think they’re productive. 92%
  3. 3. of marketers also work on evenings and weekends. 90%
  4. 4. of marketers have delayed going to the bathroom to meet a deadline. 60%
  5. 5. We don’t have time to pee!
  6. 6. We get so focused on doing “things” rather than focusing on doing the things with the most impact.
  7. 7. Content is the atomic particle of all digital marketing. - Rebecca Lieb
  8. 8. More Content
  9. 9. More Content Better Content
  10. 10. More Content Better Content Content for Everyone!
  11. 11. becauseit’sirrelevant Source:  Forrester
  12. 12. thewrongthings? Can we afford to focus on
  13. 13. will  produce  more  content  than  they  did  in  2015 77%of B2C marketers 76%of B2B marketers
  14. 14. Of  marketers  can’t  measure the  success of  their  content79% will  produce  more  content  than  they  did  in  2015 77%of B2C marketers 76%of B2B marketers
  15. 15. Creating more content isn’t the best way to make the biggest impact. Most of us need to focus less on creation and more on impact. ARGUMENT
  16. 16. Whatdowemeanbyimpact? Is your content in front of the right people?
  17. 17. Whatdowemeanbyimpact? Is your content in front of the right people? Are you driving quantifiable results?
  18. 18. Whatdowemeanbyimpact? Is your content in front of the right people? Are you driving quantifiable results? Is it the right content to begin with?
  19. 19. Complex content environment
  20. 20. Over 600,000 “Mind-Blowing” Marketing Posts
  21. 21. Almost 500,000 Ultimate Guides to Marketing
  22. 22. Too many to count.
  23. 23. increasedby35% perchannelin2015 Source:  Track  Maven BRANDS OUTPUT
  24. 24. CONTENT ENGAGEMENT RATES Source:  Track  Maven havedecreased byupto17%
  25. 25. Consumersarecreatingmore contentthanever
  26. 26. YourTop10 mind-blowing how-tolisticle>
  27. 27. will  produce  more  content  than  they  did  in  2015 120%+ 77%of B2C marketers 76%of B2B marketers Active user base 111%+ 64%+ of  internet  traffic  will  be video  content  by  201879% Sources:  CMI/MP  Report,  Webdam
  28. 28. Amount Of Content Time
  29. 29. Amount Of Content Time ContentCreation
  30. 30. Amount Of Content Time ContentCreation ContentEngagement
  31. 31. Amount Of Content Time ContentCreation ContentEngagement GAP
  32. 32. Amount Of Content Time ContentCreation ContentEngagement I Don’t Give A Shit
  33. 33. Contentcreation
  34. 34. Howdoweget morebangforourbuck?
  35. 35. Weneedtogetmorestrategic Aboutthebusinessofcontent marketing
  36. 36. buthighlyimpactful 3 things that are often ignored
  37. 37. RELEVANCE DISTRIBUTION EXPERIENCE
  38. 38. Relevance
  39. 39. It’s NOT Quantity It’sQUALITY
  40. 40. It’srelevance It’s Not (Just) Quality
  41. 41. High up-front investment Huge long term payoff Focus on relevance for creation & validation
  42. 42. Content Marketing Ideas 1. Top 10 Ways to improve your content experience 2.How to make better content, faster 3.6 ways to generate demand with content marketing 4.Lies, Damn Lies, and Marketing Metrics
  43. 43. HOW DO YOU VALIDATE RELEVANCE? DataPEOPLE TOOLS
  44. 44. Internal Teams Customers Prospects Followers/Fans PEOPLE
  45. 45. People (Personas) Internal Teams TOFU Followers/fans, leads, customers Audience Survey Questions Sales, Support and Success Teams MOFU BOFU
  46. 46. CustomerDevforContent How  long  have  you  been  in  your  role? How  many  people  are  on  your  team? How  do  you  compare  yourself  to  your  coworkers How  does  the  team  work  together? What  tools  do  you  use/spend  the  most  time  with? How  do  you  learn  about  marketing? What  kind  of  content  attracts  you?  Can  you  give  an   example  of  one  unforgettable  piece  of  content? Do  you  look  at  content  during  the  workday  or  outside  of   business  hours? What’s  the  one  area  of  your  job  that  you  feel  you  need  to   learn  more  about? What  is  your  mind  on  most  of  the  day?  What  do  you   think  about  the  most? What  part  of  your  day  do  you  love  most? What  part  of  your  day  do  you  hate  most? If  I  could  get  you  an  expert  about  any  topic  to  spend  an   hour  with,  who  would  it  be  and  what’s  the  topic? What  is  your  dream  job?   Who  is  your  marketing  hero?
  47. 47. People (Personas) Internal Teams TOFU Followers/fans, leads, customers Audience Survey Questions Sales, Support and Success Teams What are the top non-product related questions you hear? MOFU BOFU
  48. 48. People (Personas) Internal Teams TOFU Followers/fans, leads, customers Audience Survey Questions Sales, Support and Success Teams What are the top non-product related questions you hear? MOFU Customers, leads What are your biggest (solution related) challenges? Sales, Support and Success Teams What are the biggest pain points you hear from people? BOFU
  49. 49. People (Personas) Internal Teams TOFU Followers/fans, leads, customers Audience Survey Questions Sales, Support and Success Teams What are the top non-product related questions you hear? MOFU Customers, leads What are your biggest (solution related) challenges? Sales, Support and Success Teams What are the biggest pain points you hear from people? BOFU Customers and lost leads What convinced you? What deterred you? Sales, Support, Success and Product Teams What were the biggest objections?
  50. 50. TOOLS Industry reports Buzzsumo Answerthepublic.com
  51. 51. Data Website metrics Conversion metrics Do what Andy says (he’s on next)
  52. 52. Growth Metrics CTA conversion Visit to lead conversion Lead to customer conversion Cost per lead / customer Churn rate Engagement Metrics Time on site Pages per visit Social shares Bounce rate Search rankings GROWTHMETRICSENGAGMENTMETRICS VS
  53. 53. distribution
  54. 54. Thinkabout distribution Beforethecontentispublished
  55. 55. Where are your people? Whatdotheylike?
  56. 56. Tailoringthe ExperienceCanChange yourdistribution strategy Our Subscribers Targeted Social (paid & unpaid) Influencers (Advocate Hub) Partners (Co-Marketing) Discoverability (SEO) Content syndication (lead gen) Other Publishers (lead gen) (Very) Targeted Email
  57. 57. eBook  Promo 34%  Open  Rate 8%  CTR   Webinar  Invite 44%  Open  Rate 11%  CTR   Webinar  Follow-­‐up 53%  Open  Rate 19%  CTR  
  58. 58. Content Syndication &Partner Marketing Targeting Topic Timing
  59. 59. Your  Content Third  party   publisher Linked  back  to   Your  Site Consumed  on   your  site What’s the content experience?
  60. 60. Your  Content Third  party   publisher Linked  back  to   Your  Site Consumed  on   YOUR site Third  party   publisher Content   embedded Consumed  on   THEIR site What’s the content experience?
  61. 61. Your  Content Third  party   publisher Linked  back  to   Your  Site Consumed  on   YOUR site Third  party   publisher Content   embedded Consumed  on   THEIR site What’s the content experience? Sales ready? It depends. Sales ready? Doubtful.
  62. 62. experience
  63. 63. (dirtylittlesecret)
  64. 64. (dirtylittlesecret) GreatContentIsn’tEnough
  65. 65. Youneedagreatcontentexperience (that’s optimized for your goals)
  66. 66. @Uberflip
  67. 67. @Uberflip
  68. 68. READABLE ACTIONABLE TAILORED
  69. 69. READABLE ACTIONABLE TAILORED
  70. 70. Easy toread Short paragraphs
  71. 71. Subheads IMAGES
  72. 72. READABLE ACTIONABLE TAILORED
  73. 73. CALLS-TO-ACTIONENGAGEMENTPATH
  74. 74. CREATEanENGAGEMENTPATH
  75. 75. Don’tdothis!
  76. 76. Trythisinstead
  77. 77. Trythisinstead
  78. 78. Trythisinstead
  79. 79. Calls-to-Action
  80. 80. Quiztime! What’s #1 rule for calls-to-action?
  81. 81. Have a f#@?ing call-to-action. Thanks Oli J
  82. 82. Calls-to-Action Clarity Context Targeting
  83. 83. Is the action and value obvious? CLARITY
  84. 84. CONTEXT
  85. 85. CONTEXT IS EVERYTHING
  86. 86. ContextualCTA
  87. 87. TARGETING
  88. 88. L Generic Generic
  89. 89. Targeted
  90. 90. READABLE ACTIONABLE TAILORED
  91. 91. Your Content Top of the Funnel Middle of the Funnel Bottom of the Funnel By Topic By Type What Most People Do
  92. 92. Thistellsmenothing!
  93. 93. Your Content Top of the Funnel Middle of the Funnel Bottom of the Funnel By Type By Topic By Vertical By Segment By Persona By Account Tailoring the Experience
  94. 94. @uberflip @HanaAbaza
  95. 95. @uberflip @HanaAbaza
  96. 96. @Uberflip
  97. 97. @Uberflip
  98. 98. @Uberflip
  99. 99. But sometimes… YouJUSTneedMORECONTENT
  100. 100. prioritize
  101. 101. How do we prioritize?
  102. 102. Urgentvs.important
  103. 103. URGENT NOT URGENT IMPORTANT DOITRIGHTAWAY SCHEDULEITNOTIMPORTANT DELEGATEIT QUICKFIX JUSTDON’TDOIT (sayno)
  104. 104. Does this align with our goals? Will it add value elsewhere? Dealingwithcontentrequests
  105. 105. A Flexible Editorial Calendar ü Deal with surprises ü Leverage opportunities
  106. 106. Content Request Form ü Clarifies the idea ü Streamlines process
  107. 107. Sometimes it comes down to one tiny little word.
  108. 108. Ask the hard questions: ü Why do you want this? ü How will it help achieve our goals? ü What happens if we can’t do it? Theart&scienceofsayingno
  109. 109. In many cases, you’ll end up coming to the same conclusion.
  110. 110. In many cases, you’ll end up coming to the same conclusion. And if not. Just say no.
  111. 111. In many cases, you’ll end up coming to the same conclusion. And if not. Just say no.
  112. 112. FOCUS
  113. 113. The problem with most marketing teams isn’t a lack of ideas. It’s the lack of clarity and focus. @hanaabaza
  114. 114. Do you really need another blog post? BeforeYouWriteAnotherWord
  115. 115. Do you really need another blog post? How can we leverage what we have? BeforeYouWriteAnotherWord
  116. 116. Do you really need another blog post? How can we leverage what we have? What will the experience be like? BeforeYouWriteAnotherWord

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