You’re still relying on whitepapers to drive all your leads. Lots of people are. Unfortunately, you’re probably missing the boat on the easiest types of content for converting customers. In this session, Chris Moody will explain the importance of content marketing broken down into three sections – low, medium and high effort content. You’ll see real examples, real conversion data and walk away knowing that you need to harness the power of user generated content when you’re back in the office. You may even laugh along the way.

1. SIMPLE WAYS TO
MASSIVELY INCREASE
YOUR CONTENT
Ideas for managing high-volume
content across today’s most
important channels
CHRIS MOODY
@CNMOODY

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The Reality and the Outcome
88%88%
CMOs that lack
integrated view of
customer interactions
65%65%
CMOs can’t measure
ROI across digital
marketing investments
75%75%
The Mandate and the Vision
CEOs that want their
CMOs to become 100%
ROI focused
91%91%
CMOs that want to have
“data-driven approach” to
marketing decisions and
quantifying value
Sources: Fournaise Group, CMO Council and
Columbia’s Global Brand Leadership
A Massive Disconnect

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Content Fails to Scale
60-70% of marketing content
goes unused each day
It’s Being Wasted It’s Not Personalized
74% of customers are frustrated
that web content doesn’t map to
their interests
Only 34% of CMOs believe they
have an effective content
marketing strategy
It’s Not Strategic
X
X X
Sources: Sirius, Nielsen, and Content Marketing Institute

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“MARKETING NEEDS TO DE-EMPHASIZE
TASKS LIKE ‘THOUGHT LEADERSHIP’
AND WHITE PAPERS AND FOCUS MORE ON
ADVANCED ACTIVITIES…
“STOP TRYING TO BE AMAZING”
– Ana Lapter, Corporate Executive Board
– Jay Baer

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THE GROWTH OF
DIGITAL
CONTENT
2008 – 1 trillion indexed pages

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THE GROWTH OF
DIGITAL
CONTENT
2013 – 30 trillion indexed pages

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bit.ly/contentshockbs

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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

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CREATE CUSTOMER PERSONAS
DEMOGRAPHICS
MOTIVATIONS
CHARACTERISTICS
GOALS

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30 TOPICS
X 5 PERSONAS
150 CONTENT ELEMENTS

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SALES FUNNEL INQUIRY
CONSIDERATION
AWARENESS
PURCHASE OR LEADS
RETENTION OR SALES
Typical

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30 TOPICS
X 5 PERSONAS
150 CONTENT ELEMENTS
X 5 STAGES OF THE FUNNEL
750 CONTENT ELEMENTS

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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

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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

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MORE FREQUENT UPDATES
and
MORE UNIQUE CONTENT
Across Multiple Social Channels
“YOU ARE COMPETING AGAINST YOUR
CUSTOMER’S CLOSEST FRIENDS & FAMILY”

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TYPES
OF CONTENT3
High Effort Medium Effort Low Effort
TRADITIONAL BLOG
AND PAID CONTENT
Q&A CONTENT USER CONTENT (UGC)

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Effort Content
HIGH
66%
10%
5%
1%
18%
SEARCH DIRECT REFERRAL SOCIAL OTHER
66% FROM
SEARCH /
HIGH EFFORT
CONTENT
$21 - $2,000

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Effort Content
MEDIUM
80%
14%
4% 1%
SEARCH DIRECT REFERRAL SOCIAL OTHER
80% FROM
SEARCH /
MEDIUM EFFORT
CONTENT
1%$10

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Effort Content
LOW
20% 32%
10%
21%
SEARCH DIRECT REFERRAL SOCIAL OTHER
BEST
DISTRIBUTION
OF TRAFFIC /
LOW EFFORT
CONTENT
17%
$2

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Conversion
Rate
EFFORT
CONTENT
HIGH VISITS
LEADS
CUSTOMERS
3.8%
3.65%
SOURCE: COMPENDIUM

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Conversion
Rate
EFFORT
CONTENT
MEDIUM
CUSTOMERS
11.4%
5.62%
SOURCE: COMPENDIUM
VISITS
LEADS
3.8%
3.65%

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Conversion
Rate
VISITS
LEADS
EFFORT
CONTENT
LOW
CUSTOMERS
9.1%
13.5%
SOURCE: COMPENDIUM
11.4%
5.62%
3.8%
3.65%

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LOCALIZED,
USER GENERATED
CONTENT

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HIGH MEDIUM LOW
HEAD
THE LONG TAIL

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15%
CLICK
THROUGH
RATE

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EMPLOYEE
GENERATED
CONTENT

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9000 CONTENT ELEMENTS
CREATED
325% INCREASE IN SALES
READY LEADS

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CVENT WINS
BEST
OVERALL
CORPORATE
BLOG

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STUDENT
GENERATED
CONTENT

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1200 CONTENT ELEMENTS
CREATED FIRST YEAR
61% FIRST TIME
VISITORS

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EMAIL SOURCED
CONTENT

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EMAIL SOURCED
CONTENT

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CONCLUSION:
YOU NEED TO BE THE
SOURCE OF ALL OF THE
CONTENT YOUR
PROSPECT WANTS
BEFORE THEY BUY.
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

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