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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
- 4. THE GROWTH OF DIGITAL CONTENT 2008 – 1 trillion indexed pages @Compendium #MBO13
- 5. THE GROWTH OF DIGITAL CONTENT 2013 – 30 trillion indexed pages @Compendium #MBO13
- 6. SUPPOSE YOU ARE AN INSURANCE COMPANY Can you think of the top 30 Topics prospects and customers might be interested in? @Compendium 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 @Compendium #MBO13
- 10. AWARENESS Typical SALES FUNNEL CONSIDERATION INQUIRY PURCHASE OR LEADS RETENTION OR SALES @Compendium #MBO13
- 11. 30 TOPICS X 5 Personas 150 CONTENT ELEMENTS x 5 stages of the funnel 750 CONTENT ELEMENTS @Compendium #MBO13
- 13. ONLINE SERVICES MOST LIKELY TO INFLUENCE A PURCHASE @Compendium RETAIL SITES BRAND SITES BLOGS FACEBOOK GROUPS / FORUMS YOUTUBE LINKEDIN GOOGLE+ ONLINE MAGAZINES PINTEREST TWITTER NEWS SITES INSTAGRAM 56% 34% 31.1% 30.8% 28% 27% 27% 20% 20% 12% 8% 7% 3% Source: Technorati #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
- 16. Plan: Plan your content. Pull in your audience. @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
- 18. HIGH Effort Content 66% 66% from Search / High Effort Content 10% 5% $21 -$2,000 @Compendium SEARCH DIRECT REFERRAL 18% 1% SOCIAL OTHER #MBO13
- 19. MEDIUM Effort Content 80% 80% from Search / Medium Effort Content 14% 4% $10 1% 1% SOCIAL OTHER s @Compendium SEARCH DIRECT REFERRAL #MBO13
- 21. LOW Best Distribution of Traffic / Low Effort Content 20% Effort Content 32% 21% 17% 10% $2 @Compendium SEARCH DIRECT REFERRAL SOCIAL OTHER #MBO13
- 29. EMAIL MARKETING: 208% HIGHER CONVERSION RATE FOR Targeted EMAILS OVER BATCH-AND-BLAST @Compendium #MBO13
- 30. Weekly targeted emails with a customer story for a specific age / class @Compendium @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
- 35. 9000 325% @Compendium Content elements created Increase in Sales ready leads #MBO13
- 38. 1200 61% @Compendium Content elements created per year First time visitors #MBO13
- 41. PUBLISH & PROMOTE: It’s Worthless until someone reads it. @Compendium #MBO13
- 50. PROVE: KEEP YOUR CONVERSATION AND GOALS ALIGNED @Compendium #MBO13
- 51. “THE NEXT BIG THING IN OUR INDUSTRY IS GOING TO BE intelligent 1:1 MARKETING” @Compendium -Lisa Arthur, Forbes #MBO13
Notes de l'éditeur
- We will need headshot of Ana Lapter
- 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.