The Power of Content Marketing - Chris Moody at Internet Summit
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A look into the importance of content marketing and ways to create more profitable content. Presented at Internet Summit 2014.
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The Power of Content Marketing - Chris Moody at Internet Summit
- 1. THE POWER OF CONTENT MARKETING AND CREATING MORE PROFITABLE CONTENT THE POWER OF CONTENT MARKETING AND CREATING MORE PROFITABLE CONTENT CHRIS MOODY / ORACLE MARKETING CLOUD MOODY IS HOME IN RALEIGH– NOVEMBER 2014 LOVE TO NC STATE ARCHIVE FOR IMAGES
- 2. @CNMOODY
- 5. sued over a blog post: #1 out of 14,200,000 pages
- 7. WHAT IS PROFITABLE CONTENT? WHAT IS PROFITABLE CONTENT? HINT: THIS REQUIRES WORKING WITH AND UNDERSTANDING SALES.
- 8. An intro to Sales 47% of Sales reps would rather deliver a presenta>on without their underwear than without their tablet
- 9. An intro to Sales 64% of reps prepare for their mee>ngs in the car and 44% prepare in the prospect’s parking lot
- 10. An intro to MarkeMng 88% of CMOs lack an integrated view of the customer
- 11. An intro to MarkeMng 65% of CMOs can’t measure ROI for digital marke>ng in 2014
- 12. An intro to Sales and MarkeMng 71% of reps receive materials from marke>ng, but 42% say they aren't involved at all in the development process
- 13. “I never blame myself when I'm not hiNng. I just blame the bat and if it keeps up, I change bats. ARer all, if I know it isn't my fault that I'm not hiNng, how can I get mad at myself?”
- 14. PROFITABLE CONTENT CONVERTS AND CREATES REVENUE PROFITABLE CONTENT CONVERTS AND CREATES REVENUE HINT: THIS STILL REQUIRES WORKING WITH SALES.
- 15. THE GROWTH OF DIGITAL CONTENT 2008 – 1 trillion indexed pages
- 16. THE GROWTH OF DIGITAL CONTENT 2013 – 30 trillion indexed pages
- 24. Can you think of the top 30 topics prospects and customers might be interested in? SUPPOSE YOU ARE AN INSURANCE COMPANY 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 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
- 26. 30 TOPICS X 5 PERSONAS 150 CONTENT ELEMENTS
- 27. SALES FUNNEL INQUIRY CONSIDERATION AWARENESS PURCHASE OR LEADS RETENTION OR SALES Typical
- 28. 30 TOPICS X 5 PERSONAS 150 CONTENT ELEMENTS X 5 STAGES OF THE FUNNEL 750 CONTENT ELEMENTS
- 29. INFLUENCE COMMUNITY SIZE 54% AGREE 12% DISAGREE WHEN IT COMES TO COMMUNITY SIZE, 54 PERCENT OF CONSUMERS AGREE THAT THE SMALLER THE COMMUNITY THE GREATER THE INFLUENCE The smaller the community, the greater the influence
- 30. 3% 56% 34% 31.1% 30.8% 28% 27% 27% 20% 20% 12% 8% 7% RETAIL SITES BRAND SITES BLOGS FACEBOOK GROUPS / FORUMS YOUTUBE LINKEDIN GOOGLE+ ONLINE MAGAZINES PINTEREST TWITTER NEWS SITES INSTAGRAM ONLINE SERVICES MOST LIKELY TO INFLUENCE A PURCHASE SOURCE: TECHNORATI
- 31. MORE FREQUENT UPDATES and MORE UNIQUE CONTENT Across Multiple Social Channels “YOU ARE COMPETING AGAINST YOUR CUSTOMER’S CLOSEST FRIENDS & FAMILY”
- 32. Exhibit A.
- 33. TYPES OF CONTENT3 High Effort Medium Effort Low Effort TRADITIONAL BLOG AND PAID CONTENT Q&A CONTENT USER CONTENT (UGC)
- 34. Effort Content HIGH 66% 10% 5% 1% 18% SEARCH DIRECT REFERRAL SOCIAL OTHER 66% FROM SEARCH / HIGH EFFORT CONTENT $21 - $2,000
- 35. Effort Content MEDIUM 80% 14% 4% 1% SEARCH DIRECT REFERRAL SOCIAL OTHER 80% FROM SEARCH / MEDIUM EFFORT CONTENT 1%$10
- 36. Effort Content LOW 20% 32% 10% 21% SEARCH DIRECT REFERRAL SOCIAL OTHER BEST DISTRIBUTION OF TRAFFIC / LOW EFFORT CONTENT 17% $2
- 37. Conversion Rate EFFORT CONTENT HIGH VISITS LEADS CUSTOMERS 3.8% 3.65% SOURCE: COMPENDIUM CONVERSIONS
- 40. FIVE WAYS TO CREATE MORE PROFITABLE CONTENT TODAY FIVE WAYS TO CREATE MORE PROFITABLE CONTENT TODAY -‐ 1 -‐ 2 -‐ 3 -‐ 4 -‐ 5
- 41. Brainstorm with en>re staff on ques>ons they hear every day “They Ask, You Answer” 1 -‐ 1 -‐ 2 -‐ 3 -‐ 4 -‐ 5
- 42. Des Williams | Ligh>ng & Landscaping
- 43. Interview your colleagues and partners 2 -‐ 1 -‐ 2 -‐ 3 -‐ 4 -‐ 5
- 45. Eliminate the fear of the blinking cursor
- 46. Host your first company Blogathon 3 -‐ 1 -‐ 2 -‐ 3 -‐ 4 -‐ 5
- 47. 1. Brainstorm every ques>on 2. Assign to employees + 90 mins/day 3. 4.5 hours each over 3 days = 100+ blog posts – Kirk Drake, CEO, Ongoing Opera>ons
- 48. Three steps to $500k to $1m impact in year one. – Kirk Drake, CEO, Ongoing Opera>ons
- 49. Stop trying to hit homeruns 4 -‐ 1 -‐ 2 -‐ 3 -‐ 4 -‐ 5
- 50. Since 1901, there are only 45 players with a season with more homeruns than strikeouts.
- 51. Surround homeruns with tons of base hits. • Part 1 -‐ Featured Asset & Outbound Part 2 – Webcast PromoMon OUTBOUND: Email and Landing Page featuring the new essen>als program and the eBook. Responsive design. FEATURED ASSET: First of a series of meaty guides, this ebook features discussion and best prac>ces around content marke>ng.
- 52. Turn your email into content 5 -‐ 1 -‐ 2 -‐ 3 -‐ 4 -‐ 5
- 53. EMAIL IS A SOURCE OF CONTENT.
- 54. BLOG POST VS. EMAIL INBOX
- 55. RECAP: Five ways to create more profitable content today 1. Brainstorm with staff 2. Interview your colleagues 3. Have a Blogathon 4. Stop trying to hit homeruns 5. Turn your email into content
- 56. OUTDOOR RETAIL LEADER SERVING 75 MILLION SPORTSMEN A YEAR
- 57. TO INCREASE LEADS, PERFORMANCE OF ADS, AND CONTENT. ALSO TO MANAGE CREATION, WORKFLOW, PROMOTION, AND DISTRIBUTION OF CONTENT CHALLENGE Deepening customer relationships in stores, creating relevant content, sharing expertise
- 59. RESULTS Website visitors tripled, click through rates increased by 15% Customers look to Bass as a content resource, increasing loyalty and engagement Created a central hub for Bass’s marketing team
- 60. Offers customer service to aid with stress-free pet relocation
- 61. EARN CUSTOMER TRUST, PROVIDE CONTENT TO AID DECISION MAKING, SHARE CUSTOMER EXPERIENCES CHALLENGES
- 63. 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 each year 4X 13.5% 80%
- 64. 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
- 66. STUCK AND NEED HELP? YES, THAT IS MY SON STUCK UNDER HIS LITTLE TIKES FIRE TRUCK. EMAIL: HELPMECHRISMOODY @GMAIL.COM THE TWITTER: @CNMOODY
Notes de l'éditeur
- FOR MOST, THIS IS CONTENT THAT CONVERTS AND CREATES REVENUE.
- Source: Brainshark survey
- Source: Brainshark survey
- Sources: Fournaise Group, CMO Council and Columbia’s Global Brand Leadership
- Source: Brainshark survey
- Yogi Berra was a smart marketer
- FOR MOST, THIS IS CONTENT THAT CONVERTS AND CREATES REVENUE.
- Since 1901, there are only 45 seasons with more homeruns than strikeouts
- Bass Pro Shops is a huge outdoor retail leader that is doing an exceptional job of delivering relevant content to their audience.
- Bass Pro Shops operates over 65 stores across the US and Canada. They were already creating great content, but they couldn’t scale to a level that would allow them to create content targeted at such a wide customer base.
- Many businesses are concerned with the idea of having employees outside of the marketing department create content, but Bass Pro’s content is exactly what their audience is looking for. It is relevant, location specific, and takes readers directly into their online store when they find a product they’d like to buy.
- As you can see, it has been a huge success. *read stats above*
- For many, pets are like family, so it is no wonder that when a family relocates, pet owners carefully consider the options to get their pets to their new home. PetRelocation was founded in 2004 to give white-glove service to pet owners in need of transporting their pets safely and securely door-to-door across the country or across the globe. Customers are very careful in deciding whom to entrust with transporting their pets, as it is very personal and emotional for them. PetRelocation’s Chief of Staff, Rachel Farris, knows this and has leveraged Oracle Content Marketing as the hub of their marketing strategy to provide customers with the exact content they need in their decision making process.
- Prospective customers are very interested in hearing experiences from prior customers, so PetRelocation has built a robust program for collecting and sharing customer stories, powered by Oracle Content Marketing. Thirty days after a pet move, customers are emailed asking them to do three things: click to share their story, complete a customer satisfaction survey, and claim their free t-shirt.
- Diving into an actual post, you’ll see that there are tons of other categories they can engage with and they’re usually presented with a cute pet picture or video to supplement the customer testimonial providing an actual story of how well their move went.
- The results don’t stop there. Statistics show this program is a major contributor to PetRelocation’s marketing and sales success. Their end-to-end tracking indicates that visitors to Q&A content convert to a lead at 11.4% and leads convert from a lead to a customer at 13.5% when viewing their customer story content. And, the customer value of these visitors is nearly 4 times the average of blog post visitors.