Spotlight: Create a Content Strategy in 12 Minutes, Chris Moody, Social Fresh Conference 2015.

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CREATE A
CONTENT STRATEGY
IN 12 MINUTES
CHRIS MOODY
DIRECTOR, CONTENT & SOCIAL
ORACLE MARKETING CLOUD

@CNMOODY
Grab a writing utensil.
A laptop or tablet works too.

@CNMOODY
“Content strategy guides the
creation, delivery, and governance
of useful, usable content.”
Kristina Halvorson

@CNMOODY
1 in 3
businesses have a documented
content strategy.
Content Marketing Institute & MarketingProfs

@CNMOODY
30%
of content marketing is effective.
Content Marketing Institute & MarketingProfs

@CNMOODY
4x
more effective are those with a
documented content strategy
Content Marketing Institute & MarketingProfs

@CNMOODY
Define your mission.
What is your one thing?
WRITE THIS DOWN.

@CNMOODY
Apple : Innovation :: Volvo : Safety

@CNMOODY
Example:
Our Content 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.

@CNMOODY
What is your main content goal?
Note: goal is singular
WRITE THIS DOWN.

@CNMOODY
Example:
Our main goal is to drive more
marketing qualified leads.

@CNMOODY
What are your secondary goals?
Bullets don’t kill people, guns do.
WRITE THIS DOWN.

@CNMOODY
Our secondary goals
• Build awareness and thought leadership
• Create more ideal customers
• Build customer culture and advocacy
• Grow our loyal audience
• Make people think we’re smart

• 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

@CNMOODY
How will you reach your goals?
Content type, process, channels, etc
WRITE THIS DOWN.

@CNMOODY
Example: How we drive more MQLs
• Look at top 5 MQL assets & do more like that
• Take a cross-channel approach and atomize
our content to avoid one-off pieces
• Do more influencer webinars
• Sponsor and conduct original research
• More CMO and Mobile content

@CNMOODY
“Content cannot be measured with a single
metric, because no one data point can
successfully or satisfactorily tell you
whether your program is working.”
– Jay Baer, Convince & Convert

@CNMOODY
What all will you measure?
Data-driven marketing (wink, wink, nudge, nudge)
WRITE THIS DOWN.

@CNMOODY
That’s too hard to measure, Chris.
Find a baseline and track change.

@CNMOODY
Example: Content metrics
• inbound performance - traffic, % of .com traffic,
% of .com traffic to blog, % of organic traffic,
OMC leadership in the space
• lead generation - downloads, form completions,
MQLs from content, top converting assets
• engagement - subscribers, inbound links
• volume - number of posts and assets

@CNMOODY
What do you want people to say?
WRITE THIS DOWN.

@CNMOODY
Example:
We want people to be educated and
entertained. We don’t want them to
feel like they just read something an
employee wrote.

@CNMOODY
Build on this outline for a solid draft
• Mission
• Goal and supporting goals
• How – an action plan
• Key metrics
• The lasting effect

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Spotlight: Create a Content Strategy in 12 Minutes, Chris Moody, Social Fresh Conference 2015.

1. CREATE A CONTENT STRATEGY IN 12 MINUTES CHRIS MOODY DIRECTOR, CONTENT & SOCIAL ORACLE MARKETING CLOUD

2. @CNMOODY

3. @CNMOODY INSTAGRAM: PUGGYANDBRANCH

4. @CNMOODY

5. @CNMOODY

6. @CNMOODY Grab a writing utensil. A laptop or tablet works too.

7. @CNMOODY “Content strategy guides the creation, delivery, and governance of useful, usable content.” Kristina Halvorson

8. @CNMOODY 1 in 3 businesses have a documented content strategy. Content Marketing Institute & MarketingProfs

9. @CNMOODY dubya. tee. eff.

10. @CNMOODY 30% of content marketing is effective. Content Marketing Institute & MarketingProfs

11. @CNMOODY But,

12. @CNMOODY 4x more effective are those with a documented content strategy Content Marketing Institute & MarketingProfs

13. @CNMOODY Define your mission. What is your one thing? WRITE THIS DOWN.

14. @CNMOODY Apple : Innovation :: Volvo : Safety

15. @CNMOODY Example: Our Content 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.

16. @CNMOODY What is your main content goal? Note: goal is singular WRITE THIS DOWN.

17. @CNMOODY Example: Our main goal is to drive more marketing qualified leads.

18. @CNMOODY What are your secondary goals? Bullets don’t kill people, guns do. WRITE THIS DOWN.

19. @CNMOODY Our secondary goals • Build awareness and thought leadership • Create more ideal customers • Build customer culture and advocacy • Grow our loyal audience • Make people think we’re smart

20. • 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

21. @CNMOODY How will you reach your goals? Content type, process, channels, etc WRITE THIS DOWN.

22. @CNMOODY Example: How we drive more MQLs • Look at top 5 MQL assets & do more like that • Take a cross-channel approach and atomize our content to avoid one-off pieces • Do more influencer webinars • Sponsor and conduct original research • More CMO and Mobile content

23. @CNMOODY “Content cannot be measured with a single metric, because no one data point can successfully or satisfactorily tell you whether your program is working.” – Jay Baer, Convince & Convert

24. @CNMOODY What all will you measure? Data-driven marketing (wink, wink, nudge, nudge) WRITE THIS DOWN.

25. @CNMOODY

26. @CNMOODY

27. @CNMOODY That’s too hard to measure, Chris. Find a baseline and track change.

28. @CNMOODY Example: Content metrics • inbound performance - traffic, % of .com traffic, % of .com traffic to blog, % of organic traffic, OMC leadership in the space • lead generation - downloads, form completions, MQLs from content, top converting assets • engagement - subscribers, inbound links • volume - number of posts and assets

29. @CNMOODY What do you want people to say? WRITE THIS DOWN.

30. @CNMOODY Example: We want people to be educated and entertained. We don’t want them to feel like they just read something an employee wrote.

31. @CNMOODY Build on this outline for a solid draft • Mission • Goal and supporting goals • How – an action plan • Key metrics • The lasting effect

32. @CNMOODY

Spotlight: Create a Content Strategy in 12 Minutes, Chris Moody, Social Fresh Conference 2015.

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