The document discusses how marketers produce a large amount of content but often lack focus on high impact content. It notes that 90% of marketers work evenings/weekends and 60% have delayed using the bathroom to meet deadlines. The document argues for focusing on quality over quantity and prioritizing relevance, distribution, and experience when creating content. It provides tips for validating relevance with customer insights, tailoring content experiences, using calls to action effectively, and saying no to low priority content requests.

1. MAKING THE CASE
FOR LESS CONTENT
(and big impact)
SUPPLY&DEMAND:

2. of marketers
think they’re
productive.
92%

3. of marketers also work
on evenings and
weekends.
90%

4. of marketers have
delayed going to the
bathroom to meet a
deadline.
60%

5. We don’t
have time
to pee!

6. We get so focused on doing “things” rather
than focusing on doing the things with the
most impact.

7. Content is the atomic
particle of all digital
marketing.
- Rebecca Lieb

8. More Content

9. More Content
Better Content

10. More Content
Better Content
Content for Everyone!

11. becauseit’sirrelevant
Source:
Forrester

12. thewrongthings?
Can we afford to focus on

13. will
produce
more
content
than
they
did
in
2015
77%of B2C
marketers 76%of B2B
marketers

14. Of
marketers
can’t
measure
the
success of
their
content79%
will
produce
more
content
than
they
did
in
2015
77%of B2C
marketers 76%of B2B
marketers

15. Creating more content isn’t the best way to make the biggest impact.
Most of us need to focus less on creation and more on impact.
ARGUMENT

16. Whatdowemeanbyimpact?
Is your content in front of the right people?

17. Whatdowemeanbyimpact?
Is your content in front of the right people?
Are you driving quantifiable results?

18. Whatdowemeanbyimpact?
Is your content in front of the right people?
Are you driving quantifiable results?
Is it the right content to begin with?

19. Complex
content environment

20. Over 600,000 “Mind-Blowing” Marketing Posts

21. Almost 500,000 Ultimate Guides to Marketing

22. Too many to count.

28. increasedby35%
perchannelin2015
Source:
Track
Maven
BRANDS OUTPUT

29. CONTENT ENGAGEMENT RATES
Source:
Track
Maven
havedecreased
byupto17%

30. Consumersarecreatingmore
contentthanever

31. YourTop10
mind-blowing
how-tolisticle>

32. will
produce
more
content
than
they
did
in
2015 120%+
77%of B2C
marketers 76%of B2B
marketers
Active user base
111%+ 64%+
of
internet
traffic
will
be
video
content
by
201879%
Sources:
CMI/MP
Report,
Webdam

33. Amount
Of Content
Time

34. Amount
Of Content
Time
ContentCreation

35. Amount
Of Content
Time
ContentCreation
ContentEngagement

36. Amount
Of Content
Time
ContentCreation
ContentEngagement
GAP

37. Amount
Of Content
Time
ContentCreation
ContentEngagement
I Don’t
Give
A Shit

38. Contentcreation

39. Howdoweget
morebangforourbuck?

40. Weneedtogetmorestrategic
Aboutthebusinessofcontent
marketing

41. buthighlyimpactful
3 things that are often ignored

42. RELEVANCE
DISTRIBUTION
EXPERIENCE

43. Relevance

44. It’s NOT Quantity
It’sQUALITY

45. It’srelevance
It’s Not (Just) Quality

46. High up-front investment
Huge long term payoff
Focus on relevance
for creation & validation

47. Content Marketing Ideas
1. Top 10 Ways to improve your content experience
2.How to make better content, faster
3.6 ways to generate demand with content marketing
4.Lies, Damn Lies, and Marketing Metrics

48. HOW DO YOU VALIDATE RELEVANCE?
DataPEOPLE TOOLS

49. Internal Teams
Customers
Prospects
Followers/Fans
PEOPLE

50. People (Personas) Internal Teams
TOFU Followers/fans, leads, customers
Audience Survey Questions
Sales, Support and Success Teams
MOFU
BOFU

51. CustomerDevforContent
How
long
have
you
been
in
your
role?
How
many
people
are
on
your
team?
How
do
you
compare
yourself
to
your
coworkers
How
does
the
team
work
together?
What
tools
do
you
use/spend
the
most
time
with?
How
do
you
learn
about
marketing?
What
kind
of
content
attracts
you?
Can
you
give
an
example
of
one
unforgettable
piece
of
content?
Do
you
look
at
content
during
the
workday
or
outside
of
business
hours?
What’s
the
one
area
of
your
job
that
you
feel
you
need
to
learn
more
about?
What
is
your
mind
on
most
of
the
day?
What
do
you
think
about
the
most?
What
part
of
your
day
do
you
love
most?
What
part
of
your
day
do
you
hate
most?
If
I
could
get
you
an
expert
about
any
topic
to
spend
an
hour
with,
who
would
it
be
and
what’s
the
topic?
What
is
your
dream
job?
Who
is
your
marketing
hero?

52. People (Personas) Internal Teams
TOFU Followers/fans, leads, customers
Audience Survey Questions
Sales, Support and Success Teams
What are the top non-product related questions
you hear?
MOFU
BOFU

53. People (Personas) Internal Teams
TOFU Followers/fans, leads, customers
Audience Survey Questions
Sales, Support and Success Teams
What are the top non-product related questions
you hear?
MOFU Customers, leads
What are your biggest (solution related)
challenges?
Sales, Support and Success Teams
What are the biggest pain points you hear from
people?
BOFU

54. People (Personas) Internal Teams
TOFU Followers/fans, leads, customers
Audience Survey Questions
Sales, Support and Success Teams
What are the top non-product related questions
you hear?
MOFU Customers, leads
What are your biggest (solution related)
challenges?
Sales, Support and Success Teams
What are the biggest pain points you hear from
people?
BOFU Customers and lost leads
What convinced you? What deterred you?
Sales, Support, Success and Product Teams
What were the biggest objections?

55. TOOLS
Industry reports
Buzzsumo
Answerthepublic.com

58. Data
Website metrics
Conversion metrics
Do what Andy says (he’s on next)

59. Growth Metrics
CTA conversion
Visit to lead conversion
Lead to customer conversion
Cost per lead / customer
Churn rate
Engagement Metrics
Time on site
Pages per visit
Social shares
Bounce rate
Search rankings
GROWTHMETRICSENGAGMENTMETRICS VS

60. distribution

61. Thinkabout
distribution
Beforethecontentispublished

62. Where are your people?
Whatdotheylike?

63. Tailoringthe
ExperienceCanChange
yourdistribution
strategy
Our Subscribers
Targeted Social (paid & unpaid)
Influencers (Advocate Hub)
Partners (Co-Marketing)
Discoverability (SEO)
Content syndication (lead gen)
Other Publishers (lead gen)
(Very) Targeted Email

64. eBook Promo
34% Open Rate
8% CTR
Webinar Invite
44% Open Rate
11% CTR
Webinar Follow-­‐up
53% Open Rate
19% CTR

65. Content
Syndication
&Partner
Marketing
Targeting
Topic
Timing

66. Your
Content
Third
party
publisher
Linked
back
to
Your
Site
Consumed
on
your
site
What’s the content experience?

67. Your
Content
Third
party
publisher
Linked
back
to
Your
Site
Consumed
on
YOUR site
Third
party
publisher
Content
embedded
Consumed
on
THEIR site
What’s the content experience?

68. Your
Content
Third
party
publisher
Linked
back
to
Your
Site
Consumed
on
YOUR site
Third
party
publisher
Content
embedded
Consumed
on
THEIR site
What’s the content experience?
Sales ready?
It depends.
Sales ready?
Doubtful.

69. experience

70. (dirtylittlesecret)

71. (dirtylittlesecret)
GreatContentIsn’tEnough

72. Youneedagreatcontentexperience
(that’s optimized for your goals)

74. @Uberflip

75. @Uberflip

76. READABLE
ACTIONABLE
TAILORED

77. READABLE
ACTIONABLE
TAILORED

79. Easy toread
Short
paragraphs

80. Subheads
IMAGES

81. READABLE
ACTIONABLE
TAILORED

82. CALLS-TO-ACTIONENGAGEMENTPATH

83. CREATEanENGAGEMENTPATH

84. Don’tdothis!

85. Trythisinstead

86. Trythisinstead

87. Trythisinstead

89. Calls-to-Action

90. Quiztime!
What’s #1 rule for
calls-to-action?

91. Have a f#@?ing
call-to-action.
Thanks Oli J

92. Calls-to-Action Clarity
Context
Targeting

93. Is the action and
value obvious?
CLARITY

94. CONTEXT

95. CONTEXT IS
EVERYTHING

99. ContextualCTA

102. TARGETING

104. L
Generic
Generic

106. Targeted

107. READABLE
ACTIONABLE
TAILORED

108. Your Content
Top of the
Funnel
Middle of the
Funnel
Bottom of the
Funnel
By Topic By Type
What Most People Do

110. Thistellsmenothing!

111. Your
Content
Top of the
Funnel
Middle of
the Funnel
Bottom of
the Funnel
By Type By Topic By Vertical By Segment By Persona By Account
Tailoring the Experience

114. @uberflip @HanaAbaza

115. @uberflip @HanaAbaza

117. @Uberflip

118. @Uberflip

119. @Uberflip

120. But sometimes…
YouJUSTneedMORECONTENT

121. prioritize

122. How do we
prioritize?

123. Urgentvs.important

125. URGENT NOT URGENT
IMPORTANT DOITRIGHTAWAY SCHEDULEITNOTIMPORTANT
DELEGATEIT
QUICKFIX
JUSTDON’TDOIT
(sayno)

126. Does this align with our goals?
Will it add value elsewhere?
Dealingwithcontentrequests

127. A Flexible Editorial Calendar
ü Deal with surprises
ü Leverage opportunities

128. Content Request Form
ü Clarifies the idea
ü Streamlines process

129. Sometimes it comes down to one tiny little word.

131. Ask the hard questions:
ü Why do you want this?
ü How will it help achieve our goals?
ü What happens if we can’t do it?
Theart&scienceofsayingno

132. In many cases, you’ll end up coming to the same conclusion.

133. In many cases, you’ll end up coming to the same conclusion.
And if not. Just say no.

134. In many cases, you’ll end up coming to the same conclusion.
And if not. Just say no.

135. FOCUS

136. The problem with most marketing
teams isn’t a lack of ideas.
It’s the lack of clarity and focus.
@hanaabaza

137. Do you really need another blog post?
BeforeYouWriteAnotherWord

138. Do you really need another blog post?
How can we leverage what we have?
BeforeYouWriteAnotherWord

139. Do you really need another blog post?
How can we leverage what we have?
What will the experience be like?
BeforeYouWriteAnotherWord