The document discusses how marketers produce a large amount of content but often lack focus on high impact content. It notes that 90% of marketers work evenings/weekends and 60% have delayed using the bathroom to meet deadlines. The document argues for focusing on quality over quantity and prioritizing relevance, distribution, and experience when creating content. It provides tips for validating relevance with customer insights, tailoring content experiences, using calls to action effectively, and saying no to low priority content requests.
32. 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
47. 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
48. HOW DO YOU VALIDATE RELEVANCE?
DataPEOPLE TOOLS
50. People (Personas) Internal Teams
TOFU Followers/fans, leads, customers
Audience Survey Questions
Sales, Support and Success Teams
MOFU
BOFU
51. 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?
52. 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
53. 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
54. 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?
59. 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
66. Your
Content
Third
party
publisher
Linked
back
to
Your
Site
Consumed
on
your
site
What’s the content experience?
67. 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?
68. 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.
111. 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
131. 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
132. In many cases, you’ll end up coming to the same conclusion.
133. In many cases, you’ll end up coming to the same conclusion.
And if not. Just say no.
134. In many cases, you’ll end up coming to the same conclusion.
And if not. Just say no.