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Power of content internetsummit 2014
This document discusses creating profitable content through content marketing. It begins by noting that profitable content requires working with sales and understanding the sales process. It then provides examples of content topics an insurance company could cover and how to develop content for different stages of the sales funnel. The document concludes by listing five ways to create more profitable content, such as brainstorming with staff, interviewing colleagues, holding a content writing event, focusing on smaller content pieces, and turning emails into blog posts.
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Power of content internetsummit 2014
- 1. THE POWER OF CONTENT MARKETING AND CREATING MORE PROFITABLE CONTENT CHRIS MOODY / ORACLE MARKETING CLOUD MOODY IS HOME IN RALEIGH– NOVEMBER 2014 LOVE TO NC STATE ARCHIVE FOR IMAGES
- 2.
- 5. sued over a blog post: #1 out of 14,200,000 pages
- 7. WHAT IS PPRROOFFIITTAABBLLEE CCOONNTTEENNTT?? HINT: THIS REQUIRES WORKING WITH AND UNDERSTANDING SALES.
- 8. An intro to Sales 47% of Sales reps would rather deliver a presenta>on without their underwear than without their tablet
- 9. An intro to Sales 64% of reps prepare for their mee>ngs in the car and 44% prepare in the prospect’s parking lot
- 10. An intro to MarkeMng 88% of CMOs lack an integrated view of the customer
- 11. An intro to MarkeMng 65% of CMOs can’t measure ROI for digital marke>ng in 2014
- 12. An intro to Sales and MarkeMng 71% of reps receive materials from marke>ng, but 42% say they aren't involved at all in the development process
- 13. “I never blame myself when I'm not hiNng. I just blame the bat and if it keeps up, I change bats. ARer all, if I know it isn't my fault that I'm not hiNng, how can I get mad at myself?”
- 14. PROFITABLE CONTENT CONVERTS AND CREATES REVENUE HINT: THIS STILL REQUIRES WORKING WITH SALES.
- 15. THE GROWTH OF DIGITAL CONTENT 2008 – 1 trillion indexed pages
- 16. THE GROWTH OF DIGITAL CONTENT 2013 – 30 trillion indexed pages
- 23.
- 24. SUPPOSE YOU ARE AN INSURANCE COMPANY Can you think of the top 30 topics prospects and customers might be interested in? TRAVEL INSURANCE ONLINE CAR INSURANCE FLOOD INSURANCE COMPARE INSURANCE COMMERCIAL 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 BUSINESS INSURANCE MEDICAL INSURANCE COMMERCIAL VEHICLE INSURANCE UMBRELLA POLICY FARM INSURANCE RENTERS INSURANCE PET INSURANCE HURRICANE INSURANCE EASY CLAIMS DENTAL INSURANCE
- 25. CREATE CUSTOMER PERSONAS DEMOGRAPHICS MOTIVATIONS CHARACTERISTICS GOALS
- 26. 30 TOPICS X5 PERSONAS 150 CONTENT ELEMENTS
- 27. AWARENESS CONSIDERATION SALESFUNNEL INQUIRY PURCHASE OR LEADS RETENTION OR SALES Typical
- 28. 30 TOPICS X5 PERSONAS 150 CONTENT ELEMENTS X 5 STAGES OF THE FUNNEL 750 CONTENT ELEMENTS
- 29. INFLUENCE The smallerthe community, the greater the 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
- 30. ONLINE SERVICES MOSTLIKELY TO INFLUENCE A PURCHASE 56% 34% 31.1% 30.8% 28% 27% 27% 20% 20% 12% 8% 7% 3% RETAIL SITES BRAND SITES BLOGS FACEBOOK GROUPS / FORUMS YOUTUBE LINKEDIN GOOGLE+ ONLINE MAGAZINES PINTEREST TWITTER NEWS SITES INSTAGRAM SOURCE: TECHNORATI
- 31. MORE FREQUENT UPDATES and MORE UNIQUE CONTENT Across Multiple Social Channels “YOU ARE COMPETING AGAINST YOUR CUSTOMER’S CLOSEST FRIENDS & FAMILY”
- 32.
- 33. TYPES 3 OFCONTENT High Effort Medium Effort Low Effort TRADITIONAL BLOG AND PAID CONTENT Q&A CONTENT USER CONTENT (UGC)
- 34. HIGH Effort Content 66% 10% 5% 1% 18% SEARCH DIRECT REFERRAL SOCIAL OTHER 66% FROM SEARCH / HIGH EFFORT CONTENT $21 - $2,000
- 35. MEDIUM Effort Content 80% 14% 4% 1% SEARCH DIRECT REFERRAL SOCIAL OTHER 80% FROM SEARCH / MEDIUM EFFORT CONTENT 1% $10
- 36. LOW Effort Content 20% 32% 10% 21% SEARCH DIRECT REFERRAL SOCIAL OTHER BEST DISTRIBUTION OF TRAFFIC / LOW EFFORT CONTENT 17% $2
- 37. HIGH VISITS Conversion Rate EFFORT CONTENT 3.8% LEADS 3.65% CUSTOMERS SOURCE: COMPENDIUM CONVERSIONS
- 38. Conversion Rate MEDIUM EFFORT CONTENT 11.4% 5.62% CUSTOMERS SOURCE: COMPENDIUM VISITS LEADS 3.8% 3.65% CONVERSIONS
- 39. Conversion Rate VISITS LEADS LOW EFFORT CONTENT CUSTOMERS 9.1% 13.5% SOURCE: COMPENDIUM 11.4% 5.62% 3.8% 3.65% CONVERSIONS
- 40. FIVE WAYS TO CREATE MORE PROFITABLE CONTENT TODAY -‐ 1 -‐ 2 -‐ 3 -‐ 4 -‐ 5
- 41. Brainstorm with en>re staff on ques>ons they hear every day “They Ask, You Answer” 1 -‐ 1 -‐ 2 -‐ 3 -‐ 4 -‐ 5
- 42. Des Williams | Ligh>ng & Landscaping
- 43. Interview your colleagues and partners 2 -‐ 1 -‐ 2 -‐ 3 -‐ 4 -‐ 5
- 45. Eliminate the fear of the blinking cursor
- 46. Host your first 3 company Blogathon -‐ 1 -‐ 2 -‐ 3 -‐ 4 -‐ 5
- 47. 1. Brainstorm every ques>on 2. Assign to employees + 90 mins/day 3. 4.5 hours each over 3 days = 100+ blog posts – Kirk Drake, CEO, Ongoing Opera>ons
- 48. Three steps to $500k to $1m impact in year one. – Kirk Drake, CEO, Ongoing Opera>ons
- 49. Stop trying to hit homeruns 4 -‐ 1 -‐ 2 -‐ 3 -‐ 4 -‐ 5
- 50. Since 1901, there are only 45 players with a season with more homeruns than strikeouts.
- 51. Surround homeruns with tons of base hits. • Part 1 -‐ Featured Asset & Outbound Part 2 – Webcast PromoMon OUTBOUND: Email and Landing Page featuring the new essen>als program and the eBook. Responsive design. FEATURED ASSET: First of a series of meaty guides, this ebook features discussion and best prac>ces around content marke>ng.
- 52. Turn your email into content 5 -‐ 1 -‐ 2 -‐ 3 -‐ 4 -‐ 5
- 53. EMAIL IS A SOURCE OF CONTENT.
- 54. BLOG POST VS. EMAIL INBOX
- 55. RECAP: Five ways to create more profitable content today 1. Brainstorm with staff 2. Interview your colleagues 3. Have a Blogathon 4. Stop trying to hit homeruns 5. Turn your email into content
- 56. OUTDOOR RETAIL LEADERSERVING 75 MILLION SPORTSMEN A YEAR
- 57. TO INCREASE LEADS, PERFORMANCE OF ADS, AND CONTENT. ALSO TO MANAGE CREATION, WORKFLOW, PROMOTION, AND DISTRIBUTION OF CONTENT CHALLENGE Deepening customer relationships in stores, creating relevant content, sharing expertise
- 59. RESULTS Website visitorstripled, click through rates increased by 15% Customers look to Bass as a content resource, increasing loyalty and engagement Created a central hub for Bass’s marketing team
- 60. Offers customer serviceto aid with stress-free pet relocation
- 61. EARN CUSTOMER TRUST, PROVIDE CONTENT TO AID DECISION MAKING, SHARE CUSTOMER EXPERIENCES CHALLENGES
- 63. RESULTS 4X 13.5%80% increase in customer lifetime value for customers who read user stories before purchase of leads who view customer stories convert to customers of traffic on Q&A section of website is driven by search, gathering and strategically using thousands of pieces of user-generated content each year
- 64. 10 PIECES OFCONTENT ARE CONSUMED BEFORE A PURCHASING DECISION IS MADE. – Google’s Zero Moment of Truth CONTENT 87% OF CMOS SAY THAT PROFITABLE GROWTH IS THEIR NUMBER ONE PRIORITY. – CMO.com DRIVES REVENUE
- 65.
- 66. STUCK AND NEED HELP? EMAIL: HELPMECHRISMOODY @GMAIL.COM THE TWITTER: @CNMOODY YES, THAT IS MY SON STUCK UNDER HIS LITTLE TIKES FIRE TRUCK.