Supply & Demand: Making the Case for Less Content (and Big Impact)

@crestodina #ufx2016
MAKING THE CASE
FOR LESS CONTENT
(and big impact)
SUPPLY &DEMAND:

of marketers
think they’re
productive.
92%

of marketers also work
on evenings and
weekends.
90%

of marketers have
delayed going to the
bathroom to meet a
deadline.
60%

We don’t
have time
to pee!

We get so focused on doing “things” rather
than focusing on doing the things with the
most impact.

Content is the atomic particle
of all digital marketing.
- Rebecca Lieb

More Content
Better Content

More Content
Better Content
Content for Everyone!

because it’sirrelevant
Source:
Forrester

thewrongthings?
Can we afford to focus on

will
produce
more
content
than
they
did
in
2015
77%of B2C
marketers 76%of B2B
marketers

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

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

Whatdowemeanby impact?
Is your content in front of the right people?

Are you driving quantifiable results?

Are you driving quantifiable results?
Is it the right content to begin with?

Complex
content environment

Over 600,000 “Mind-Blowing” Marketing Posts

Almost 500,000 Ultimate Guides to Marketing

increasedby35%
perchannelin2015
Source:
Track
Maven
BRANDS OUTPUT

CONTENT ENGAGEMENT RATES
Source:
Track
Maven
havedecreased
byupto17%

Consumersarecreatingmore
contentthanever

YourTop10
mind-blowing
how-tolisticle>

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

Amount
Of Content
Time

Amount
Of Content
Time
ContentCreation

Amount
Of Content
Time
ContentCreation
ContentEngagement

Amount
Of Content
Time
ContentCreation
ContentEngagement
GAP

Amount
Of Content
Time
ContentCreation
ContentEngagement
I Don’t
Give
A Shit

Contentcreation

Howdoweget
morebangforourbuck?

We needto getmore strategic
About the business of content
marketing

buthighlyimpactful
3 things that are often ignored

RELEVANCE
DISTRIBUTION
EXPERIENCE

Relevance

It’s NOT Quantity
It’sQUALITY

It’srelevance
It’s Not (Just) Quality

High up-front investment
Huge long term payoff
Focus on relevance
for creation & validation

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

HOW DO YOU VALIDATE RELEVANCE?
DataPEOPLE TOOLS

Internal Teams
Customers
Prospects
Followers/Fans
PEOPLE

People (Personas) Internal Teams
TOFU Followers/fans, leads, customers
Audience Survey Questions
Sales, Support and Success Teams
MOFU
BOFU

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?

What are the top non-product related questions
you hear?
MOFU
BOFU

you hear?
MOFU Customers, leads
What are your biggest (solution related)
challenges?
What are the biggest pain points you hear from
people?
BOFU

you hear?
MOFU Customers, leads
What are your biggest (solution related)
challenges?
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?

TOOLS
Industry reports
Buzzsumo
Answerthepublic.com

Data
Website metrics
Conversion metrics
Do what Andy says (he’s on next)

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

distribution

Think about
distribution
Before thecontent ispublished

Where are your people?
Whatdotheylike?

Tailoringthe
Experience CanChange
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

eBook Promo
34% Open Rate
8% CTR
WebinarInvite
44% Open Rate
11% CTR
WebinarFollow-up
53% Open Rate
19% CTR

Content
Syndication
&Partner
Marketing
Targeting
Topic
Timing

Your
Content
What’s the content experience?

Your
Content
Third
party

publisher
Linked
back
to

Your
Site
Consumed
on

your
site

Your
Content
Third
party

publisher
Linked
back
to

Your
Site
Consumed
on

YOUR site
Third
party

publisher
Content

embedded
Consumed
on

THEIR site

Your
Content
Third
party

publisher
Linked
back
to

Your
Site
Consumed
on

YOUR site
Third
party

publisher
Content

embedded
Consumed
on

THEIR site
Sales ready?
It depends.
Sales ready?
Doubtful.

experience

(dirtylittlesecret)

(dirtylittlesecret)
GreatContentIsn’tEnough

(dirtylittlesecret)
GreatContentIsn’tEnough
You need a great contentexperience
(that’s optimized for your goals)

READABLE
ACTIONABLE
TAILORED

Easyto read
Short
paragraphs

Subheads
IMAGES

CALLS-TO-ACTIONENGAGEMENTPATH

Trythisinstead

Calls-to-Action

Quiztime!
What’s #1 rule for
calls-to-action?

Have a f#@?ing
call-to-action.
Thanks Oli J

Calls-to-Action Clarity
Context
Targeting

Is the action and
value obvious?
CLARITY

Your Content
Top of the
Funnel
Middle of the
Funnel
Bottom of the
Funnel
By Topic By Type
What Most People Do

This tells menothing!

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

@crestodina #ufx2016@uberflip @HanaAbaza

But sometimes…
YouJUST needMORECONTENT

prioritize

How do we
prioritize?

Urgentvs.important

URGENT NOT URGENT
IMPORTANT DOITRIGHTAWAY SCHEDULEITNOTIMPORTANT
DELEGATEIT
QUICKFIX
JUSTDON’TDOIT
(sayno)

Does this align with our goals?
Will it add value elsewhere?
Dealingwith content requests

A Flexible Editorial Calendar
ü Deal with surprises
ü Leverage opportunities

Content Request Form
ü Clarifiesthe idea
ü Streamlines process

Sometimes it comes down to one tiny little word.

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& scienceofsaying no

In many cases, you’ll end up coming to the same conclusion.

In many cases, you’ll end up coming to the same conclusion.
And if not. Just say no.

The problem with most marketing
teams isn’t a lack of ideas.
It’s the lack of clarity and focus.
@hanaabaza

Do you really need another blog post?
BeforeYouWriteAnotherWord

How can we leverage what we have?

How can we leverage what we have?
What will the experience be like?

Supply & Demand: Making the Case for Less Content (and Big Impact)

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