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CONTENT THAT
CONVERTS
Presenters
Chris Moody, Oracle Marketing Cloud
Jeffrey L. Cohen, Oracle Marketing Cloud
Nick Cicero,...
• NAME
• TITLE
• COMPANY
• YOUR BIGGEST CONTENT CHALLENGE
• SOMETHING THAT MAKES YOU UNIQUE
CONTENT THAT CONVERTS
THIS IS FOR
YOU
CONTENT THAT CONVERTS
Content marketing
How do you define it?
CONTENT THAT CONVERTS
Presenters
Chris Moody
@cnmoody
/in/chrismoody
CONTENT THAT CONVERTS
Why content marketing?
CONTENT THAT CONVERTS
Spoiler Alert
A very quick note about content strategy…
CONTENT THAT CONVERTS
“Content strategy guides the creation,
delivery, and governance of useful,
usable content.”
Kristina Halvorson
CONTENT THA...
Only 1 in 3businesses
have a documented content strategy.
CMI & MarketingProfs
CONTENT THAT CONVERTS
If you don’t write it down,
it doesn’t happen.
CONTENT THAT CONVERTS
What is your one thing?
CONTENT THAT CONVERTS
CONTENT THAT CONVERTS
CONTENT THAT CONVERTS
You need a mission with
goals to measure success.
CONTENT THAT CONVERTS
REFRESH: WHY CONTENT?
We build awareness and feed the demand engine with content our audiences find valuable. We will cont...
The Mission
We want to make our customers and users successful in their
careers. We support this. We foster this. We eleva...
2 minute exercise:
What is your mission as a content team?
CONTENT THAT CONVERTS
• Modern Marketing Essentials Guides (MMEGs):
– Original idea, strategy and plan developed by Content & Social
team
– Gene...
Our main goal is to drive more
marketing qualified leads.
This applies to content and social.
CONTENT THAT CONVERTS
2 minute exercise:
What is your main content goal?
CONTENT THAT CONVERTS
How to start
Content strategy
CONTENT THAT CONVERTS
Presenters
Nick Cicero
@nickcicero
/in/nicholascicero
Use brand pillars to set strategy, and that means owning and
knowing what YOU stand for.
Less is more.
Seriously.
KNOW YOU...
Innovation and the future of payments
Financial Inclusion
Safety and Security
Travel
Small Business
MASTERCARD CONTENT THA...
MASTERCARD CONTENT THAT CONVERTS
Financial Inclusion Travel
Building A Funnel CONTENT THAT CONVERTS
Components of the Funnel
• Awareness: What’s the space/topics
that our brand, and ...
How to start
Topics and Themes
CONTENT THAT CONVERTS
Presenters
Jeffrey L. Cohen
@jeffreylcohen
/in/jeffreylcohen
“Either write something worth reading,
or do something worth writing about.”
— Benjamin Franklin
CONTENT THAT CONVERTS
Business Expertise of Company
Personal Interest
Subject Matter Experts
What You Know CONTENT THAT CONVERTS
Persona Research
Keyword Research
Industry Research
What Prospects Know CONTENT THAT CONVERTS
What Prospects Want CONTENT THAT CONVERTS
What Prospects Want CONTENT THAT CONVERTS
Product
Social Media
Content
Competitive Gap CONTENT THAT CONVERTS
Check your hard drive
Check your email
Check your website
Content Audit CONTENT THAT CONVERTS
General Topics
Blog Post Topics
Social Media Topics
Ebook/Webinar Topics
Synthesize the Ideas CONTENT THAT CONVERTS
Content calendar
The holy grail for visibility
CONTENT THAT CONVERTS
Presenters
Chris Moody
@cnmoody
/in/chrismoody
What we did
We need a way to provide visibility into key content being produced
globally and the strategy around it.
More ...
Content Calendar Requirements
• As much collaboration as possible with approved tools (bonus if it is
something we market ...
Oracle Confidential –
Internal/Restricted/Highly Restricted
45
Content types
“Big trucks and little trucks and long trucks and tall
old trucks and new trucks, delivery and long haul.”
C...
Digital content
2008
1 trillion pages
Digital content
2013
30 trillion pages
TYPES
OF CONTENT3
High Effort Medium Effort Low Effort
TRADITIONAL BLOG
AND PAID CONTENT
Q&A CONTENT USER CONTENT (UGC)
Effort Content
HIGH
66%
10%
5%
1%
18%
SEARCH DIRECT REFERRAL SOCIAL OTHER
66% FROM
SEARCH /
HIGH EFFORT
CONTENT
$21 - $2,0...
Effort Content
MEDIUM
80%
14%
4% 1%
SEARCH DIRECT REFERRAL SOCIAL OTHER
80% FROM
SEARCH /
MEDIUM EFFORT
CONTENT
1%$10
Effort Content
LOW
20% 32%
10%
21%
SEARCH DIRECT REFERRAL SOCIAL OTHER
BEST
DISTRIBUTION
OF TRAFFIC /
LOW EFFORT
CONTENT
1...
Conversion
Rate
EFFORT
CONTENT
HIGH VISITS
LEADS
CUSTOMERS
3.8%
3.65%
SOURCE: COMPENDIUM
CONVERSIONS
Conversion
Rate
EFFORT
CONTENT
MEDIUM
CUSTOMERS
11.4%
5.62%
SOURCE: COMPENDIUM
VISITS
LEADS
3.8%
3.65%
CONVERSIONS
Conversion
Rate
VISITS
LEADS
EFFORT
CONTENT
LOW
CUSTOMERS
9.1%
13.5%
SOURCE: COMPENDIUM
11.4%
5.62%
3.8%
3.65%
CONVERSIONS
Content team and partners
CONTENT THAT CONVERTS
Tactics
CONTENT THAT CONVERTS
Presenters
Jeffrey L. Cohen
@jeffreylcohen
/in/jeffreylcohen
Look Back at Your Goals
What are the steps to get there?
Blog vs. Ebooks vs. Webinar vs. Visual
Have you heard of Periscop...
Marketing Team of One
Agency / Partners / Freelancers / Customers
Influencers
Upwork.com
Resources CONTENT THAT CONVERTS
Resources CONTENT THAT CONVERTS
Resources CONTENT THAT CONVERTS
How much content?
10-4-1 Rule (3rd Party / Blog Posts / Landing Page)
How often?
Consistency is key
What’s the result?
Con...
Content vs. Time CONTENT THAT CONVERTS
Content vs. Time CONTENT THAT CONVERTS
223
Content vs. Time CONTENT THAT CONVERTS
594
Hubspot Experiment CONTENT THAT CONVERTS
Benchmark: 23 posts
Low volume, high comp: 11.5 posts
High volume, low comp: 34.5...
Moz Experiment CONTENT THAT CONVERTS
bit.ly/sfcontent-moz
How long does content take?
Are you keeping up with your audience?
Productivity CONTENT THAT CONVERTS
Tools
CONTENT THAT CONVERTS
Presenters
Chris Moody
@cnmoody
/in/chrismoody
Examples and Case Studies
CONTENT THAT CONVERTS
s
• FULL SIZE IMAGES
EMAIL IS A
SOURCE OF
CONTENT.
BLOG POST
VS.
EMAIL INBOX
Offers customer service to aid with stress-free pet relocation
EARN CUSTOMER TRUST,
PROVIDE CONTENT TO AID
DECISION MAKING, SHARE
CUSTOMER EXPERIENCES CHALLENGES
RESULTS
increase in
customer lifetime
value for
customers who
read user stories
before purchase
of leads who view
customer...
Examples CONTENT THAT CONVERTS
• All Personas
• Email
• Blog
• Social
• 31% Conv
Rate to MQL
Examples CONTENT THAT CONVERTS
• All Personas
• Email
• Blog
• Social
• 31% Conv
Rate to MQL
• CMO
• Email
• Blog
• Social...
87% OF CMOS SAY THAT PROFITABLE
GROWTH IS THEIR NUMBER ONE
PRIORITY. – CMO.com
10 PIECES OF CONTENT ARE
CONSUMED BEFORE A ...
CONTENT THAT
CONVERTS
Q&A
Thanks from…
Chris Moody, Oracle Marketing Cloud
Jeff Cohen, Oracle Marketing Cloud
Nick Cicero,...
Content Marketing Masterclass, Chris Moody, Jeffrey L. Cohen, Nick Cicero, Social Fresh Conference 2015.
Content Marketing Masterclass, Chris Moody, Jeffrey L. Cohen, Nick Cicero, Social Fresh Conference 2015.
Content Marketing Masterclass, Chris Moody, Jeffrey L. Cohen, Nick Cicero, Social Fresh Conference 2015.
Content Marketing Masterclass, Chris Moody, Jeffrey L. Cohen, Nick Cicero, Social Fresh Conference 2015.
Content Marketing Masterclass, Chris Moody, Jeffrey L. Cohen, Nick Cicero, Social Fresh Conference 2015.
Content Marketing Masterclass, Chris Moody, Jeffrey L. Cohen, Nick Cicero, Social Fresh Conference 2015.
Content Marketing Masterclass, Chris Moody, Jeffrey L. Cohen, Nick Cicero, Social Fresh Conference 2015.
Content Marketing Masterclass, Chris Moody, Jeffrey L. Cohen, Nick Cicero, Social Fresh Conference 2015.
Content Marketing Masterclass, Chris Moody, Jeffrey L. Cohen, Nick Cicero, Social Fresh Conference 2015.
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Content Marketing Masterclass, Chris Moody, Jeffrey L. Cohen, Nick Cicero, Social Fresh Conference 2015.

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Content Marketing Masterclass, Chris Moody, Jeffrey L. Cohen, Nick Cicero, Social Fresh Conference 2015.

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Content Marketing Masterclass, Chris Moody, Jeffrey L. Cohen, Nick Cicero, Social Fresh Conference 2015.

  1. 1. CONTENT THAT CONVERTS Presenters Chris Moody, Oracle Marketing Cloud Jeffrey L. Cohen, Oracle Marketing Cloud Nick Cicero, Delmondo Sarah Evans, Sevans Strategy (we haz a sad)
  2. 2. • NAME • TITLE • COMPANY • YOUR BIGGEST CONTENT CHALLENGE • SOMETHING THAT MAKES YOU UNIQUE CONTENT THAT CONVERTS
  3. 3. THIS IS FOR YOU CONTENT THAT CONVERTS
  4. 4. Content marketing How do you define it? CONTENT THAT CONVERTS Presenters Chris Moody @cnmoody /in/chrismoody
  5. 5. CONTENT THAT CONVERTS
  6. 6. Why content marketing? CONTENT THAT CONVERTS
  7. 7. Spoiler Alert A very quick note about content strategy… CONTENT THAT CONVERTS
  8. 8. “Content strategy guides the creation, delivery, and governance of useful, usable content.” Kristina Halvorson CONTENT THAT CONVERTS
  9. 9. Only 1 in 3businesses have a documented content strategy. CMI & MarketingProfs CONTENT THAT CONVERTS
  10. 10. If you don’t write it down, it doesn’t happen. CONTENT THAT CONVERTS
  11. 11. What is your one thing? CONTENT THAT CONVERTS
  12. 12. CONTENT THAT CONVERTS
  13. 13. CONTENT THAT CONVERTS
  14. 14. You need a mission with goals to measure success. CONTENT THAT CONVERTS
  15. 15. REFRESH: WHY CONTENT? We build awareness and feed the demand engine with content our audiences find valuable. We will continue to promote the personality of our products and brand and interact in a human, engaging manner. We align with four of the OMC GSU initiatives: 15 Driving demand Lead the Marketing Cloud 1 2 Create ideal customers Customer culture and advocacy 3 4
  16. 16. The Mission We want to make our customers and users successful in their careers. We support this. We foster this. We elevate this and show them off. We create more modern marketers who take us with them wherever their careers go. This is how we win.
  17. 17. 2 minute exercise: What is your mission as a content team? CONTENT THAT CONVERTS
  18. 18. • Modern Marketing Essentials Guides (MMEGs): – Original idea, strategy and plan developed by Content & Social team – Generated > 10,000 form submissions and counting – Each of these were the top 2-5 in MQL production • Industry Recognition – Our OMC blog was named a Top 10 Corporate Blog by Social Fresh and our Demand Gen Pro’s Cookbook email campaign won a Digiday award • Building the Foundation for Success – Tight integration with the amazing Demand team – Integrated content and demand calendar FY15 What Worked Last Fiscal
  19. 19. Our main goal is to drive more marketing qualified leads. This applies to content and social. CONTENT THAT CONVERTS
  20. 20. 2 minute exercise: What is your main content goal? CONTENT THAT CONVERTS
  21. 21. How to start Content strategy CONTENT THAT CONVERTS Presenters Nick Cicero @nickcicero /in/nicholascicero
  22. 22. Use brand pillars to set strategy, and that means owning and knowing what YOU stand for. Less is more. Seriously. KNOW YOUR STORY CONTENT THAT CONVERTS
  23. 23. Innovation and the future of payments Financial Inclusion Safety and Security Travel Small Business MASTERCARD CONTENT THAT CONVERTS
  24. 24. MASTERCARD CONTENT THAT CONVERTS Financial Inclusion Travel
  25. 25. Building A Funnel CONTENT THAT CONVERTS Components of the Funnel • Awareness: What’s the space/topics that our brand, and our customers experience daily. Help, don’t sell. (Top) • Evaluation: Tell me how to solve the problem (Middle) • Decision: Show me how to fix the problem (Bottom)
  26. 26. How to start Topics and Themes CONTENT THAT CONVERTS Presenters Jeffrey L. Cohen @jeffreylcohen /in/jeffreylcohen
  27. 27. “Either write something worth reading, or do something worth writing about.” — Benjamin Franklin CONTENT THAT CONVERTS
  28. 28. Business Expertise of Company Personal Interest Subject Matter Experts What You Know CONTENT THAT CONVERTS
  29. 29. Persona Research Keyword Research Industry Research What Prospects Know CONTENT THAT CONVERTS
  30. 30. What Prospects Want CONTENT THAT CONVERTS
  31. 31. What Prospects Want CONTENT THAT CONVERTS
  32. 32. Product Social Media Content Competitive Gap CONTENT THAT CONVERTS
  33. 33. Check your hard drive Check your email Check your website Content Audit CONTENT THAT CONVERTS
  34. 34. General Topics Blog Post Topics Social Media Topics Ebook/Webinar Topics Synthesize the Ideas CONTENT THAT CONVERTS
  35. 35. Content calendar The holy grail for visibility CONTENT THAT CONVERTS Presenters Chris Moody @cnmoody /in/chrismoody
  36. 36. What we did We need a way to provide visibility into key content being produced globally and the strategy around it. More importantly, to offer insight into status, content details, project owner, demand, social and blog plans, etc. This is not a comprehensive events calendar – it is a content driven calendar. CONTENT THAT CONVERTS
  37. 37. Content Calendar Requirements • As much collaboration as possible with approved tools (bonus if it is something we market and sell) • Visibility into top level plans for content and other groups within OMC • Limited development time required • Ease of use and integration / link with the master record for each project/event (other tools, spreadsheets, trackers, etc.) • Note: this will not replace existing calendars for individual teams. CONTENT THAT CONVERTS
  38. 38. Oracle Confidential – Internal/Restricted/Highly Restricted 45
  39. 39. Content types “Big trucks and little trucks and long trucks and tall old trucks and new trucks, delivery and long haul.” CONTENT THAT CONVERTS
  40. 40. Digital content 2008 1 trillion pages
  41. 41. Digital content 2013 30 trillion pages
  42. 42. TYPES OF CONTENT3 High Effort Medium Effort Low Effort TRADITIONAL BLOG AND PAID CONTENT Q&A CONTENT USER CONTENT (UGC)
  43. 43. Effort Content HIGH 66% 10% 5% 1% 18% SEARCH DIRECT REFERRAL SOCIAL OTHER 66% FROM SEARCH / HIGH EFFORT CONTENT $21 - $2,000
  44. 44. Effort Content MEDIUM 80% 14% 4% 1% SEARCH DIRECT REFERRAL SOCIAL OTHER 80% FROM SEARCH / MEDIUM EFFORT CONTENT 1%$10
  45. 45. Effort Content LOW 20% 32% 10% 21% SEARCH DIRECT REFERRAL SOCIAL OTHER BEST DISTRIBUTION OF TRAFFIC / LOW EFFORT CONTENT 17% $2
  46. 46. Conversion Rate EFFORT CONTENT HIGH VISITS LEADS CUSTOMERS 3.8% 3.65% SOURCE: COMPENDIUM CONVERSIONS
  47. 47. Conversion Rate EFFORT CONTENT MEDIUM CUSTOMERS 11.4% 5.62% SOURCE: COMPENDIUM VISITS LEADS 3.8% 3.65% CONVERSIONS
  48. 48. Conversion Rate VISITS LEADS EFFORT CONTENT LOW CUSTOMERS 9.1% 13.5% SOURCE: COMPENDIUM 11.4% 5.62% 3.8% 3.65% CONVERSIONS
  49. 49. Content team and partners CONTENT THAT CONVERTS
  50. 50. Tactics CONTENT THAT CONVERTS Presenters Jeffrey L. Cohen @jeffreylcohen /in/jeffreylcohen
  51. 51. Look Back at Your Goals What are the steps to get there? Blog vs. Ebooks vs. Webinar vs. Visual Have you heard of Periscope? Strategy vs. Tactics CONTENT THAT CONVERTS
  52. 52. Marketing Team of One Agency / Partners / Freelancers / Customers Influencers Upwork.com Resources CONTENT THAT CONVERTS
  53. 53. Resources CONTENT THAT CONVERTS
  54. 54. Resources CONTENT THAT CONVERTS
  55. 55. How much content? 10-4-1 Rule (3rd Party / Blog Posts / Landing Page) How often? Consistency is key What’s the result? Content vs. Time CONTENT THAT CONVERTS
  56. 56. Content vs. Time CONTENT THAT CONVERTS
  57. 57. Content vs. Time CONTENT THAT CONVERTS 223
  58. 58. Content vs. Time CONTENT THAT CONVERTS 594
  59. 59. Hubspot Experiment CONTENT THAT CONVERTS Benchmark: 23 posts Low volume, high comp: 11.5 posts High volume, low comp: 34.5 posts bit.ly/sfcontent-hub
  60. 60. Moz Experiment CONTENT THAT CONVERTS bit.ly/sfcontent-moz
  61. 61. How long does content take? Are you keeping up with your audience? Productivity CONTENT THAT CONVERTS
  62. 62. Tools CONTENT THAT CONVERTS Presenters Chris Moody @cnmoody /in/chrismoody
  63. 63. Examples and Case Studies CONTENT THAT CONVERTS
  64. 64. s • FULL SIZE IMAGES
  65. 65. EMAIL IS A SOURCE OF CONTENT.
  66. 66. BLOG POST VS. EMAIL INBOX
  67. 67. Offers customer service to aid with stress-free pet relocation
  68. 68. EARN CUSTOMER TRUST, PROVIDE CONTENT TO AID DECISION MAKING, SHARE CUSTOMER EXPERIENCES CHALLENGES
  69. 69. RESULTS 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 4X 13.5% 80%
  70. 70. Examples CONTENT THAT CONVERTS • All Personas • Email • Blog • Social • 31% Conv Rate to MQL
  71. 71. Examples CONTENT THAT CONVERTS • All Personas • Email • Blog • Social • 31% Conv Rate to MQL • CMO • Email • Blog • Social • 25% Conv Rate to MQL
  72. 72. 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 CONTENT DRIVES REVENUE
  73. 73. CONTENT THAT CONVERTS Q&A Thanks from… Chris Moody, Oracle Marketing Cloud Jeff Cohen, Oracle Marketing Cloud Nick Cicero, Delmondo Sarah Evans, Sevans Strategy (she was here i n our heart s)

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