Get started today on your quest to create more profitable content. Presented in Tel Aviv, Israel at #contentsummit15

1. FIVE WAYS TO CREATE MORE PROFITABLE
CONTENT TODAY
A 15 MINUTE PRESENTATION:
CHRIS MOODY / ORACLE MARKETING CLOUD
CONTENT SUMMIT ISRAEL – TEL AVIV – DECEMBER 2015
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2. @CNMOODY
@ORACLEMKTGCLOUD
FEEL FREE TO
HECKLE, ENGAGE, CONNECT, SHARE, ETC.

3. @CNMOODY

4. @CNMOODY

5. @CNMOODY

6. WHAT IS PROFITABLE CONTENT?
HINT:
THIS REQUIRES WORKING WITH AND UNDERSTANDING SALES.

7. @CNMOODY
An intro to Sales
47% of Sales reps would rather deliver a
presentation without their underwear than
without their tablet

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An intro to Sales
64% of reps prepare for their meetings in the
car and 44% prepare in the prospect’s parking
lot

9. @CNMOODY
An intro to Marketing
88% of CMOs lack an integrated view of the
customer

10. @CNMOODY
An intro to Marketing
65% of CMOs can’t measure ROI for digital
marketing in 2014

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An intro to Sales and Marketing
71% of reps receive materials from marketing,
but 42% say they aren't involved at all in the
development process

12. @CNMOODY
“I never blame myself
when I'm not hitting. I
just blame the bat and
if it keeps up, I change
bats. After all, if I
know it isn't my fault
that I'm not hitting,
how can I get mad at
myself?”

13. PROFITABLE CONTENT
CONVERTS AND CREATES
REVENUE
HINT:
THIS STILL REQUIRES WORKING WITH SALES.

14. @CNMOODY
Digital content
2008
1 trillion pages

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Digital content
2013
30 trillion pages

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Digital content
2015
60 trillion pages

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

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

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

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

21. @CNMOODY
Conversion
Rate
EFFORT
CONTENT
HIGH VISITS
LEADS
CUSTOMERS
3.8%
3.65%
SOURCE: COMPENDIUM
CONVERSIONS

22. @CNMOODY
Conversion
Rate
EFFORT
CONTENT
MEDIUM
CUSTOMERS
11.4%
5.62%
SOURCE: COMPENDIUM
VISITS
LEADS
3.8%
3.65%
CONVERSIONS

23. @CNMOODY
Conversion
Rate
VISITS
LEADS
EFFORT
CONTENT
LOW
CUSTOMERS
9.1%
13.5%
SOURCE: COMPENDIUM
11.4%
5.62%
3.8%
3.65%
CONVERSIONS

24. “YOU ARE COMPETING AGAINST YOUR
CUSTOMER’S CLOSEST FRIENDS AND FAMILY.”
JAY BAER

25. FIVE WAYS TO CREATE MORE PROFITABLE
CONTENT TODAY
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26. @CNMOODY
Brainstorm with entire staff on questions
they hear every day
“They Ask, You Answer”
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27. Des Williams | Lighting & Landscaping

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Interview your colleagues and partners
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30. @CNMOODY
Eliminate the fear of the blinking cursor

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Host your first
company Blogathon3
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1. Brainstorm every question
2. Assign to employees + 90 mins/day
3. 4.5 hours each over 3 days
= 100+ blog posts
– Kirk Drake, CEO, Ongoing Operations

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Three steps to $500k to $1m impact
in year one.
– Kirk Drake, CEO, Ongoing Operations

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Stop trying to hit homeruns
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Since 1901, there are only
45 players with a season
with more homeruns than
strikeouts.

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Surround homeruns with tons of base hits.
• Part 1 - Featured Asset & Outbound Part 2 – Webcast Promotion
OUTBOUND: Email and Landing
Page featuring the new essentials
program and the eBook.
Responsive design.
FEATURED ASSET: First of a series of
meaty guides, this ebook features
discussion and best practices around
content marketing.

37. @CNMOODY
“Surround 30 yard screamers with 6 yard
tap-ins.”
– Localized by @Mike_McGrail

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Turn your email into content
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39. @CNMOODY
EMAIL IS A
SOURCE OF
CONTENT.

40. @CNMOODY
BLOG POST
VS.
EMAIL INBOX

41. @CNMOODY
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 or 30
yard screamers
5. Turn your email into content

42. @CNMOODY
bit.ly/MMEcontent

43. @CNMOODY
STUCK AND NEED HELP?
YES, THAT IS MY SON STUCK UNDER HIS LITTLE TIKES FIRE TRUCK.
LINKEDIN:
/IN/CHRISMOODY
TWITTER:
@CNMOODY