Avoiding the Epic (Content) Fail

MOVABLE MEDIA: ANDREW BOER // follow me : twitter.com/ABOER
Avoiding the epic fail:
Does your business have the
technology skill to execute on
what you’re selling?

QUALITY
NO One Cares
REACH
No one Hears
VALUE
No one KNOWs
THE PROBLEMS OF BRANDED Content
Most brands and agencies trying content marketing
fail in one (most often all three) of these areas
meh. ?

RECRUIT
AUTHORS
WITH FOLLOWINGS
CREATE
AUTHORITATIVE
CONTENT
MOVE
AUDIENCES TO
YOUR SITE
So Maybe something On this slide will help…

And it doesn’t even include these guys…
Source: DemandBase

INVESTORS SEE A RACE TO OWN THE CONTENT
MARKETING STACK
Source: Altimeter Group

A look At a working Content Marketing Funnel
Organic DISTRIBUTION LAYER
(Search, Social, Influencer)

TOP OF FUNNEL Content (wordpress)
Build Trust and authority – No Mid/Low Funnel Allowed
Mid Funnel
Authority

Redistribution Layer
Google

Mid Tier Content
Note IT Still Has Utility
NOT ABOUT The Client
…..YET

Bottom of Funnel Content
NOW Convince
(wow!)
Convert
And SElL….

Distribution
Top of Funnel
Re-distribution &
Amplification
Mid Funnel
Bottom of Funnel
The Content Funnel For E-commerce
Mid Funnel & Resonant
Top Content only
-- not ads
Search, Social,
Influencer Channels
Sale
Branded Content

The Funnel TODAY Is Pretty Bad so
we throw tech at it
TOP AND MID AND LOW
FUNNEL CONTENT
Outbrain Taboola DISQUS
Attempt to get email
CONVERT!
Amplification
Lots of Content
?
NEWSLETTER
Whitepapers, Landing
PAges
But Not Everyone Needs a Funnel
Just get someone to care
(no Redistribution)

ResonanceAMPLIFICATION
There are two ways to be heard in
A Noisy Environment
Adds to the Noise QUIETS the Noise

RESONANCe Does more with much less
Sometimes Mid-Funnel is all you need
Cowboy Ventures
ASKED AND ANSWERED THE KEY mid–funnel Pain
QUESTION IN venture capital
One Of Just Three Posts in 2013
Raised a $40 Million Dollar Fund

Mid Funnel RESONANCe Is Found by going
Deep and finding the pain
There are just two pieces of Mid Tier Content At Bellroy
…both are super Resonant and identify major pains

RECRUIT
AUTHORS
WITH Resonance
CREATE
AUTHORITATIVE
CONTENT
MOVE
Their AUDIENCES
TO YOUR SITE
HOW DO YOU Create RESONANCE For
your Top/Mid funnel Content?

DIRECT
SEARCH
SOCIAL
AUTHOR BRANDed
Content
INVESTED &
ALIGNED
AUDIENCES
TRUSTING &
TARGETED
3X to 5X PERFORMANCE
Motivation matters
Influencers (internal/External) need to be invested

INflUENCERS
+
INCENTIVES
+
CONTENT
Need to be
Hand-Picked
Needs to be
rESonant
Need to be
thought out
Alignment matters to resonance

Distribution&
Incentives
CONTENTStrategy&
Measurement
Recruiting
ACCOUNT
MANAGER HR EDITORIAL
SEO &
MEDIA BUYING
Creative/VerbalPeople skills TacticalAnalytical
HR challenges >
Technology
challenges

Distribution&
Incentives
CONTENTStrategy&
Measurement
Recruiting
Technology actually over-serves most
needs/budgets
Traackr
(then vetting)
Kapost Outbrain
Disqus
Flite
NewsCred
BaseCamp
Wordpress
Little Bird
Analytics &
Incentives
Movable Media
InsightPool

OBJECTIVE: Build a B2B audience of
decorators and interior designers
FEATURED AUTHORS:
Tobi Fairley: Tobi reaches over 20,000
design professional followers
www.tobifairley.com
Robin Callan: Owner and manager of
RoomFu, an Austin design firm, and
winner of two BEST OF AUSTIN awards
www.roomfu.com
Jay Johnson: Co-owner of IWI, a
professional design firm with over 10,000
followers a month
www.design2share.com
RESULTS:
• 200+ articles
• 15+ writer relationships
• 200%+ traffic increase per article
• 25,000 new decorators through
author channel
Case Study: Williams-Sonoma
http://wsidesignermarketplace.com
HUGE SUCCESS

PAID AMPLIFICATION OBJECTIVE:
Retarget a B2B audience of decorators and
interior designers
RESULTS:
• 4 paid media placements
• 2 CPC placements
• 2 CPM models
• CPL varied from $2.50-$7
• No channel tested offered scale at
a cost-competitive price
• Inability to retarget with a
dynamic unit.
• Expensive for a relatively small
campaign.
Case Study: Williams-Sonoma
BY AND LARGE A
FAILED EFFORT

RESULTS:
• All-time traffic records over the
last 10 months
• 35+ articles
• 40K unique visitors
• 30K unique visitors from the
authors’ own audiences
Case Study: pitney Bowes
Ajeet Khurana: Ecommerce expert on
About.com, angel investor and author
www.ecommerce.about.com
John Yunker: Co-founder of Byte Level
Research, blogger and author
www.globalbydesign.com
Laurel Delaney: President, GlobeTrade.com
and creator of no. 1 blog in the world for small
biz interested in going global
www.globalsmallbusinessblog.com
OBJECTIVE: Create an influencer content program
for PB’s Ecommerce blog.
FEATURED AUTHORS:
http://blogs.pb.com/ecommerce

Case Study: pitney Bowes
Resonance:
From 20 to 500 Targeted Visitors/day at top of
funnel

Contact: ANDREW BOER
Email: aboer@movablemedia.com
Phone: 203-809-2238
Twitter: @aboer, @movablemedia

Avoiding the Epic (Content) Fail

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