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Solving Your Content Crises: Compendium #MBO13 Presentation
1. SIMPLE WAYS TO MASSIVELY
INCREASE YOUR CONTENT
Ideas for managing high-volume content
Across today’s most important channels
@Compendium
#MBO13
2. Agenda:
1. Your content crisis
2. Solving it
①
②
③
④
⑤
@Compendium
Plan
Produce
Publish
Promote
Prove
#MBO13
3. “Marketing needs to de-emphasize tasks like
‘Thought Leadership’ and White Papers and
focus more on advanced activities…
– Ana Lapter, Corporate Executive Board
“Stop Trying To Be Amazing”
– Jay Baer
@Compendium
#MBO13
6. SUPPOSE YOU ARE
AN INSURANCE COMPANY
Can you think of the top 30 Topics
prospects and customers might be
interested in?
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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
Travel Insurance
Online Car Insurance
Flood Insurance
Compare Insurance
Commercial Insurance
Business Insurance
Medical Insurance
Commercial Vehicle Insurance
Umbrella Policy
Farm Insurance
Renters Insurance
Pet Insurance
Hurricane Insurance
Easy Claims
Dental Insurance
#MBO13
8. Create customer personas
User Category: Fishing Enthusiast
Age: 40
Race: Caucasian
Education: Associate Degree
Employment: Full Time
Household Income: $75,000
Family: Husband, three children (2 boys and 1 girl)
Lucy Anderson!
“I’ve been fishing since I was a little girl. My
dad used to take me out on the weekends.
He showed me how to bait, catch, clean
and cook all variety of fish. Now I’m
passing on the love of this activity to my
two little boys and daughter.”
@Compendium
BEHAVIORS & CULTURE
Conservative values
Family focused
Health-minded
Outdoorsy
Fun-loving
CHALLENGES
Making time for her favorite pastimes
Having enough money to send her
kids to college
Balancing work and life
SAMPLE SEARCH QUERIES
Best fishing spots in North America
Family fishing destinations
Fish recipes
FEARS
Not enough time for family
Inability to send kids to college
Global warming
MOTIVATIONS
Happy, healthy family
Active living
Sufficient free time
NEEDS & EXPECTATIONS
Intuitive products
Desire for work-life balance
Prioritization of family time
#MBO13
9. 30 TOPICS
X 5 Personas
150 CONTENT ELEMENTS
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#MBO13
14. 4 UPDATES / DAY X 365 DAYS = 1460 UNIQUE POSTS PER YEAR…AT LEAST
MORE FREQUENT UPDATES
and
MORE UNIQUE CONTENT
Across Multiple Social Channels
“You are competing against your customer’s closest friends & family”
@Compendium
#MBO13
15. Sounds like a crisis!
Don’t sweat it.
@Compendium
#contentisdata
17. 3
TYPES
OF CONTENT
High Effort
Medium Effort
Low Effort
Traditional Blog and Paid Content
Q&A content
User Content (Ugc)
$21 $2,000
$10
$2
@Compendium
#contentisdata
30. Weekly targeted
emails with a
customer story
for a specific
age / class
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@Compendium
#CMworld
#MBO13
31. 10-12%
35-45%
Open rate of
Average click through rate
“These results are higher than anything
we have seen before at Gymboree Play & Music.”
@Compendium
#MBO13
Channels of distibution. Right person, right time, right channel. You need content for each and people make purchase decisions all over the place so you need to be in ALL of these places. So, multiple all of the content by channel.
Employee generated content as a b2b example. It is low effort contnet form employees.
Got all of this content, now you need to organize and and think about where to deploy. Collecting blog posts, stories, articles and now you need a plan. 1. Editorial calendar.
Content is data. Deliver the the 1:1 message….the other “one” is the content. If you don’t have the content to give them, you’re still not delivering the 1:1.
