Simple ways to massively increase your content
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Ideas for managing high-volume content across today's most important channels
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Simple ways to massively increase your content
- 1. SIMPLE WAYS TO MASSIVELY INCREASE YOUR CONTENT IDEAS FOR MANAGING HIGH-VOLUME CONTENT ACROSS TODAY’S MOST IMPORTANT CHANNELS @CNMOODY
- 2. SIMPLE WAYS TO MASSIVELY INCREASE YOUR CONTENT IDEAS FOR MANAGING HIGH-VOLUME CONTENT ACROSS TODAY’S MOST IMPORTANT CHANNELS @CNMOODY
- 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 @CNMOODY
- 4. THE GROWTH OF DIGITAL CONTENT 2008 – 1 trillion indexed pages @CNMOODY
- 5. THE GROWTH OF DIGITAL CONTENT 2013 – 30 trillion indexed pages @CNMOODY
- 6. SUPPOSE YOU ARE AN INSURANCE COMPANY Can you think of the top 30 Topics prospects and customers might be interested in? 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 @CNMOODY
- 8. 30 TOPICS X 5 PERSONAS 150 CONTENT ELEMENTS @CNMOODY
- 9. AWARENESS Typical SALES FUNNEL CONSIDERATION INQUIRY PURCHASE OR LEADS RETENTION OR SALES @CNMOODY
- 10. 30 TOPICS X 5 PERSONAS 150 CONTENT ELEMENTS X 5 STAGES OF THE FUNNEL 750 CONTENT ELEMENTS @CNMOODY
- 11. @CNMOODY
- 12. ONLINE SERVICES MOST LIKELY TO INFLUENCE A PURCHASE RETAIL SITES 56% BRAND SITES 34% BLOGS 31.1% FACEBOOK 30.8% GROUPS / FORUMS 28% YOUTUBE 27% LINKEDIN 27% GOOGLE+ 20% ONLINE MAGAZINES 20% PINTEREST 12% TWITTER 8% NEWS SITES 7% INSTAGRAM 3% SOURCE: TECHNORATI @CNMOODY
- 13. MORE FREQUENT UPDATES and MORE UNIQUE CONTENT Across Multiple Social Channels “YOU ARE COMPETING AGAINST YOUR CUSTOMER’S CLOSEST FRIENDS & FAMILY” @CNMOODY
- 14. 3 TYPES OF CONTENT High Effort Medium Effort Low Effort TRADITIONAL BLOG AND PAID CONTENT Q&A CONTENT USER CONTENT (UGC) @CNMOODY
- 15. HIGH 66% FROM SEARCH / HIGH EFFORT CONTENT Effort Content 66% 10% $21 - $2,000 SEARCH DIRECT 18% 5% REFERRAL 1% SOCIAL OTHER @CNMOODY
- 16. MEDIUM Effort Content 80% 80% FROM SEARCH / MEDIUM EFFORT CONTENT 14% $10 SEARCH DIRECT 4% 1% 1% REFERRAL SOCIAL OTHER @CNMOODY
- 17. LOW BEST DISTRIBUTION OF TRAFFIC / LOW EFFORT CONTENT 20% Effort Content 32% 21% 10% 17% $2 SEARCH DIRECT REFERRAL SOCIAL OTHER @CNMOODY
- 18. HIGH EFFORT CONTENT Conversion VISITS 3.8% LEADS Rate 3.65% CUSTOMERS SOURCE: COMPENDIUM @CNMOODY
- 19. MEDIUM EFFORT CONTENT Conversion VISITS 11.4% LEADS Rate 5.62% CUSTOMERS SOURCE: COMPENDIUM @CNMOODY
- 20. LOW EFFORT CONTENT Conversion VISITS 9.1% LEADS Rate 13.5% CUSTOMERS SOURCE: COMPENDIUM @CNMOODY
- 25. CONTENT ELEMENTS CREATED INCREASE IN SALES READY LEADS @CNMOODY
- 28. CONTENT ELEMENTS CREATED FIRST YEAR FIRST TIME VISITORS @CNMOODY
- 31. 10 PIECES OF CONTENT ARE CONSUMED BEFORE A PURCHASING DECISION IS MADE. – Google’s Zero Moment of Truth 87% OF CMOS SAY THAT PROFITABLE GROWTH IS THEIR NUMBER ONE PRIORITY. – CMO.com CONCLUSION: YOU NEED TO BE THE SOURCE OF ALL OF THE CONTENT YOUR PROSPECT WANTS BEFORE THEY BUY. @CNMOODY